John Palminteri
SANTA BARBARA, Calif. (KEYT) – With a tight budget year ahead, the Carpinteria economy is getting a boost from a marketing campaign.
It’s called ‘Shop Carp,’ a community-wide focus to promote and support locally owned businesses.
Mayor Natalia Alarcon is going door-to-door in the business zone to meet with owners and post specially made stickers tht say “Show your love. Shop Carp.”
She is getting assistance from former TV News reporter Regina Ruiz who owns Joyful Media. They plan to use marketing materials and social media videos to bring an awareness to the retail and restaurants the city has to offer along with some of the scenic and cultural beauty.
Mayor Natalia Alarcon says it is an effort to “keep business going throughout the entire year so that our locals, our business owners don’t have to hold on to the summer business for the entire year. “
This comes at a time when the city is trying to generate revenues and meet its financial needs for service and public works projects.
Voters will be asked to approve or reject a .25% sales tax increase on the November ballot. That was sent to the ballot earlier this year by the city council.
The latest outreach effort is not a city funded promotional drive. The Mayor is encouraging businesses to collaborate with each other and the marketing suggestions ahead. “We want to help each other and we want to celebrate what we have to offer,” said Alarcon.
Stores taking part in the fresh outreach effort say there is a lot to see beyond just strolling past the windows. Social media, videos and interviews with the staff will give better insights. Karen Clark owns Whimsy Antiques. “It sure helps, reaching everywhere,” she said. It can also bring people in for a close up look. “In these times when people are shopping on line, shopping in person is extremely important for these mom and pops.”
Her husband Alan was wearing a t-shirt made with an image from a vintage Carpinteria freeway billboard that no longer exists. It has a cartoon-style child enjoyng the Carpinteria beach. They also have stickers and posters with the same image that reminds people of the small town roots.
One of the trends in the vintage store business world has been apparel sales. Classic clothing has seen a come back. Items that were eye-catching included letterman jackets, Fiesta-style outfits, embroidered jeans, a few classic lunch boxes, scrabble letters, and an accordian.
In the doorway is a sign that says, “the fun starts here.”
The Mayor and many business owners say, they are hoping more people from the nearby area venture in to Carpinteria. There are also thousands of travelers that pass through on Highway 101 both for daily commutes and for statewide trips. “We have Santa Barbara and Ventura right next to us and we want them to come out and spend the day in Carpinteria, have lunch, have a bite to eat, walk to the beach and visit the unique shops,” said Alarcon.
In addition to the window sticker campaign one of the economic drivers is Linden Square, a new shopping and dining location that covers the length of a city block. In addition to the restaurants and shops, visitors are coming out and seeing sites they have never seen before. That includes longtime stores and some of the newest offerings from the city. It is also just a few blocks to the beach.
Alan Clark said, “it’s hip. There’s a lot of great restaurants, (new) restaurants coming in, coffee shops, there’s a lot to offer.” His store is just steps away from the intersection of Carpinteria Ave. which has another long stretch of businesses, that adds to the strolling nature of the cozy downtown.
The marketing will have a lot of creative options from showcasing a classic vinyl store to places that are hard to find anywhere else. This supports what they hope will be thriving businesses for years.
“In the last year, there’s been such a lot of growth in the community for businesses and enjoying the beautiful atmosphere we have here in Carpinteria,” said Kevin Murphy of Murphy’s vinyl. He has a store full of records, movie posters and collectables. The new sticker was placed in the window between cardboard cutouts of classic stars Dean Martin and Elvis Presley.
The big picture footprint for business success starts on Carpinteria Avenue coming from the west with businesses that have homemade chocolate, wine, and a popular restaurant Delgados. Several small stores also have a food counter inside including the Reyes Market which opened in 1956.
On the other end of the town, at Casitas Pass Road, there are several restaurant choices and more small business owners that are not found at the well known “T” intersection back at Linden Ave.
Locally there have been “shop local” campaigns for years from the hometown paper, the Coastal View News, which often has business features, specially placed ad clusters and features seasonal promotions. The twice a year Carpinteria magazine is known for its local expanded features and larger ads that showcase what the area offers along with stories about the personalities in the city.
The social media videos in the latest campaign will be a newer way to add close up story telling and aerial shots of the community, described as one-of-a-kind in Southern California. It has gained attention for years with the “World’s Safest Beach.” The moniker was first used 1912 by local promoters and the Chamber of Commerce to attract tourism.
In recent months, there’s been a buzz about what will replace the now vacant Robitaille’s candy store location in the heart of town along with the closed Rite Aid. A recently owned store, Shopkeepers was vacated this year as well.
A well known surf shop Rincon Designs which closed in 2025, reopened this year bringing back the Carpinteria’s surf culture that’s been part of the town for decades.
There’s also anticipation for the remodeling of the Palms Restaurant building which will have a new concept and a rooftop bar.
The town has the restored 198-seat historic 1928 Alcazar Theatre which has made a name with its classic movies, film festivals, live music shows, monthly comedy, improve classes, plays and special events. Among those on the stage in recent years include, legendary musicians Kenny Loggins and Alan Parsons.
The city also has two downtown parades, the Independence Day parade and the Holiday parade. Both are on Linden Ave. which has been a boost to the local businesses. Just recently the Rods and Roses car show filled several blocks with classics and muscle cars.
The town also benefits in a large way when thousands return in the first week in October for the 40th annual Avocado Festival, featuring more than 60 bands and “Three-days of Peace, Love and Guacamole.”
The new marketing effort has a lot to show off in this small town.
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