Teen Power

Last week I was in line at Safeway and as if out of nowhere, swarms of teens began buzzing around. Puzzled I asked my checker, Toni, if school was back in session thinking I must be mistaken since Labor Day was still a week away. Amused by my obvious confusion she said yes, the new school year had just started.

Being an empty nester has its advantages (like eating ice cream for breakfast without sneaking) but last Monday was a poignant reminder of how much I miss the rambunctious energy of pre-teens and teenagers; but then, so does our downtown retail district.

August 19th must have been a slow news day for the Times East Bay reporter because the paper ran a story she’d gleaned from the public comments of July 16th’s city council meeting. Speaking on behalf of BMX sports enthusiasts, Shane Hunter and Todd Saunders asked the council to consider setting aside space for a BMX park. For those not familiar with BMX racing, imagine Evel Knievel at twelve riding a Stingray. The men cited numerous advantages the sport imparts to young people even touting BMX’s growing worldwide popularity as witnessed by the 2008 Olympics.

Frankly I’m all for channeling that rambunctious energy into avenues that challenge our young people both physically and mentally. There are so many opportunities to use their experiences as life metaphors later on. My sons were Sea Scouts believe me I know; there’s nothing like hitting twenty foot seas just beyond the Golden Gate to provide a parent with a wealth of material. But I digress.

A quick search of Alhambra High School’s website indicates 1350 students are currently enrolled in the 2008/2009 school year, Martinez Junior High shows 930. I’ve already mentioned what I see as gaps in our downtown retail mix, a sporting goods store being just one thought. But the current offerings ignore an important consumer group, tweens and teens.

According to Packaged Facts (a forty year old consumer goods research company) the teen market will grow to $208 billion dollars by 2011. This same research estimates that 12-14 year olds generate an average annual income of $2,167 while 15-17 year olds generate $4,023. Since these are national averages, bay area figures are potentially higher. But even based on conservative estimates – our current downtown retail mix is leaving $7.5 million on the table.

I keep hearing and reading that downtown lacks a certain vibrancy; well just maybe it’s because downtown has been too slow in reacting to the needs and lifestyle changes of up and coming generations (like skateboarders and BMX racers) and is a bit, dare I say, stodgy.

I’m no business major but even I can see that by dotting our landscape with attractions like skateboard and BMX parks and not providing retail support is just plain foolish. Imagine Stinson Beach without a surf shop.

So before the city adds yet another attraction that our current downtown retail mix doesn’t support, here’s something to consider: last year skateboarders, surfers and snowboarders spent $11 billion on sports gear, apparel and accessories (as reported by Board-Trac, a sports market research firm).

Adding retailers that cater to tweens, teens and active young (at heart) adults might not be the silver bullet to our flagging downtown but in my opinion it sure would kick it up a notch. Who knows with the added foot traffic we might even be able to woo a Jamba Juice franchise into the storefront located at the corner of Main and Ferry Streets and keep our kids from driving to Pleasant Hill.