Eagle Rock Block Party Builds on Last Year’s Success

In its second year of encouraging customers to “shop small,” entrepreneurs had only good things to say about Saturday’s 2nd Annual Eagle Rock Boulevard Block Party.

“We saw a lot of local support from people in Eagle Rock right until 8 p.m.,” said Leanna Lin, the owner of Leanna Lin’s Wonderland, as she poured a visitor a glass of red wine.

Even a few minutes before the colorful boutique closed at 9 p.m., several customers buzzed around, each picking up artful trinkets and jewelry at a 10-percent promotional price. As she did at last year's debut block party, Lin offered gourmet cookies from JAM Vegan Bakery and wine.

As one of the block party’s key organizers, Lin was interviewed by the Southern California radio station KPCC on Friday in connection with “Small Business Saturday,” a nationwide event launched in 2010 by American Express OPEN and supported by more than a dozen public, private and advocacy organizations.

“Last year I said I’ve never seen so many people in my store, and this year we were packed,” said Jill Hammer, owner of MediaNoche, a boutique that offered 20 percent off on everything from women’s apparel, shoes and handbags to hats, jewelry and men’s clothing. “We had a lot of people discover us.”

Mutual discovery was also the theme at Owl Talk, one of Eagle Rock’s oldest boutiques whose location marked the beginning of the mile-long, 18-store block party, which lasted from noon through 9 p.m.

“Last year was the first time we did this and this year it seems like the word really got out,” said Sharon Kroner, a veteran Eagle Rocker who owns Owl Talk along with her sister Kathleen. “It was a night of discovery for a lot of people who didn’t realize we were here.”

Business was also brisk at Sniveling Sibling, an antique store where pointillist Craig Allen Lawver displayed his artwork and sold quite a few of his prints. Storeowner Jeff Thorin was so busy handling customers that he didn’t have time to eat lunch, according to a helper who relieved him at 5 p.m. and who identified himself only as Rodney.

“It went really well—better than last year,” he said, capturing a sentiment echoed in just about every store that participated in the small-business retail event.

 “The end of the year is generally a good time for business, but I still made more money today than I would have if this [block party] wasn’t on,” said Sandra Mastroianni, owner of Cactus Gallery, the last store on the block-party grid, where customers were offered 20 percent off on all artwork in addition to complimentary wine.

Scores of shoppers flocked to Wildwood Ovens, where native Eagle Rocker and chef Michael Gerard manufactures custom-made copper ovens and holds classes in the culinary arts.

Located on the corner of Eagle Rock Boulevard and Chickasaw Avenue, Wildwood Ovens has a lounge area where Gerard offered complimentary oven-cooked gourmet pizzas, along with beer tastings provided by Thomas Galvin, co-owner of the neighboring Eagle Rock Homebrewing Supply.

“You know how many people with strollers we had to turn away tonight because we’re 21 and over?” Gerard asked rhetorically.

“I ran out of pizza dough” at one point, he added, underscoring Wildwood’s—and the block party’s—increasing popularity.

Click here to read about last year's Small Business Saturday block party on Eagle Rock Boulevard.