by Bryan Gibel
Daily Lobo
Despite the sweltering temperatures, summer is not a hot season for businesses in the UNM area.
The plunge in business can be distressing, said Yashoda Naidoo, the owner of Annapurna Ayurvedic Cuisine and Chai House at 2201 Silver Ave. S.E.
"In the summer, business definitely drops," Naidoo said. "At Annapurna, we only do about 75 percent of the business we normally do. I think it affects every business in the area."
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Businesses that open in the area in other seasons are sometimes caught off guard by the sharp decrease in profits over the summer, Naidoo said.
She said businesses that stay open in the summertime require a niche and dedicated customers to turn a profit.
"We have a very specialized diet in that we have many vegan and gluten-free options," she said. "Lots of people in the healing community send patients here and come themselves to eat. We have a heart surgeon that eats here every day, including Sundays."
Restaurants have to engage in specialized marketing campaigns to reach students who leave the area during the summer, Naidoo said.
Annapurna distributes coupons in newspapers, offers food at half price on Wednesday evenings and has a frequent-buyer program that lets customers get their 10th meal for free.
"Because we're so close to the University, we base our marketing around students," she said. "It's important to get students to come back in the summer from other neighborhoods."
Summer customers are also hard to come by at Brickyard Pizza, at 2216 Central Ave. S.E., said Laura Ward, a manager of the restaurant.
"There are a lot less people around and not as much business," she said. "We keep the same hours, but there aren't as many students in the area, which hurts."
Ward said the business is still profitable, but it relies on regular customers.
She said staying open in summer requires extra effort to attract patrons.
"We advertise through word of mouth and by handing out to-go menus," Ward said. "What really keeps us open is probably our delivery."
Light and Healthy Mirai Express, a Japanese restaurant at 120 Harvard Drive S.E., has been open for about three months, and business is growing despite the summer slump, owner Lily Genka said.
"We've built up a customer base, and word is starting to spread," she said.
Genka said business slows during the afternoon when it's hotter, but Mirai has been able to overcome the scorching temperatures.
"Because of the heat, people don't have as much appetite," she said. "Sushi is a cold food, which helps, but people come in to eat later to avoid the heat."
Despite the efforts of University area businesses to reach new customers and remain open, earning a profit in the summer is still a daunting challenge, Naidoo said.
"I don't think we're profitable," she said. "We probably just break even and wait for the students to come back."
Nicole Montes, owner of the Silver Board Shop at 2205 Silver Ave. S.E., said summertime is a good time for her business.
"There are a lot of kids who are dedicated to skating any chance they get," she said. "In the summer, they have more free time since a lot of them are out of school, so they're by the
shop a lot."
Montes said the key to her store's summer success is its distinct products and loyal consumer base.
"We have dedicated customers who will come to the shop from small towns outside the city," she said. "For a lot of them, there aren't board shops where they live . so people drive in to come to our shop."
