Steady Stream of Customers Cruising 23rd Avenue

Myriad signs compete for drivers' attention while slush and snowbanks line the sidewalks of 23rd avenue.

Retailers have mixed feelings about business in 23rd Avenue.

If John Deere Road is home to Moline's corporate retail giants, 23rd Avenue is the corridor of small family businesses.

That's how Mike Zeglin, owner of Zeglin Appliances feels about the business environment on 23rd Avenue.

Not so long ago, 23rd avenue, the longest in Moline, was synonymous with Saturday night cruising when teenagers, heady with the new found freedom endowed by their driver's licenses cruised up and down the avenue all night aimlessly. Until the police put a stop to it that is. Locals still chuckle at the recollection of the infamous "no cruising" signs put up by the police in an effort to stop the practice.

In addition to the many hairstyling shops, grocery and food outlets, the avenue also offers specialized businesses such as a karate school, shops selling rare coins quilting supplies and foreign car parts, a gaming store, insurance agencies and other assorted small businesses.

"Business is booming," said Mr Zeglin, boasting that his business has grown by about 10 percent each year. "23rd avenue is one of the busiest streets in the Quad-Cities. It's still a viable area for business."

Family-owned Zeglin's has enlarged its premises 4 times since it was established but has no plans for expanding on account of higher heating costs during winter.

Dave Stauffaucher, Zeglin's manager, said traffic on 23rd avenue needs improvement, especially the stretch between 41stand 53rd streets.

"I wish the speed limit would be lowered," said Mr Stauffaucher, "That way, cars could make the turn into shops along 23rd avenue more easily."

The avenue has an edge over malls along John Deere Road because cars on the expressway find it more difficult to turn into the smaller areas because of the higher speeds, Mr Stauffaucher said.

"There's more visuals on 23rd avenue, so drivers are more likely to see our advertisements," he said. "Customers also tell us it's so much easier to drive here (23rd avenue) than over there."

Harlene Rivelli, owner of Harlene and Co. Quilts, moved from downtown Moline to 23rd avenue 5 years ago because her rent was raised and the area lacked parking.

"The parking downtown was atrocious; now, it's equally atrocious here," said Ms Rivelli. "But it's been a good move. We like it up here."

Ms Rivelli's store is featured in The Quilter's Companion, a directory for quilting enthusiasts, thus allowing the store to draw customers other than those who just happen to pass by, she said.

"The parking downtown was atrocious; now, it's equally atrocious here," said Ms Rivelli. "But it's been a good move. We like it up here."

Although Ms Rivelli gave 23rd avenue a "satisfactory" rating for business, she feels the area has been ignored when it comes to snow removal efforts. Although roads are cleared, cars have nowhere to park because piled up snow spills into parking spaces.

Parking aside, she thinks the area is in good shape since many of the retail spots are filled.

"I think it's going to hold, there's really not much room for other businesses to move in." she said.

Dennis Claeys, manager of Evans Furniture feels differently.

"If you look at 23rd Avenue, there are a lot of empty buildings around," he said.

Big retailers have the financial muscle to place ads to attract business while small businesses have smaller advertising budgets, he said.

Traffic has lessened on 23rd avenue since malls along John Deere Expressway became more established, he noted. On the other hand if malls along the expressway were to disappear, it will also drag down businesses on 23rd avenue since customers are going to move away from the general area. However, he does not foresee that happening.

"One big business moving away is going to be replaced by another," he said.

Gene Posey, owner of Executive Suite on 23rd avenue is more upbeat about business.

"I've heard people say that 23rd avenue is going to go down the tubes," he said. "But I don't think that's going to happen."

A hairstylist for more than 20 years, Mr Posey serves an older, professional clientele. Most of his customers are referrals while few are walk-ins.

"I like 23rd Avenue pretty well," said Mr Posey. "It's a great area for business."

However, he wished shop owners could take more pride in the avenue's image by taking better care of their premises.

"I've seen one of the shops with their aluminum slidings falling off." Mr Posey said.

Although he agrees his shop would get more exposure if the speed limit was lowered, it could also reduce the number of people driving there.

"After all, it's a business district and I don't like to drive too slowly myself," he said.

The diversity of businesses on this avenue is a great plus. Customers may notice the shoe store across the road when they come for a haircut and may decide to buy a pair of shoes, he said.

"That way, businesses scratch each other's back." Mr Posey said.

The problem with 23rd avenue, Mr Joe Gallagher, owner of Computer Solutions said, is that it relies too heavily on street parking. The city's inadequate parking further aggravates the problem.

"Snow removal is not very good here in Moline. Basically they just use a snow plow to push the snow off the streets," Mr Gallagher said.

Snow on sidewalk spill into parking spaces in Moline, while in nearby Geneseo, snow removal is way better.

"Two days after a snowstorm, you don't have to worry about stepping over a snowbank," Mr Gallagher said. "The sidewalks are clear, the streets are clear."

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