Second CSULB shop set for Second Street

The Beach has found a spot on Second Street.

This coming Saturday, Dec. 1, at 10 a.m. will mark the launch of a new 49er shop, dubbed “The Beach on Second Street.” The opening will coincide with the Belmont Shore Holiday Parade later that day, which is expected to attract a large crowd of people.

As part of a campaign to give Cal State Long Beach greater off-campus visibility, the new store will feature Beach apparel, gifts, and performing arts and athletic tickets. However, it will not be selling retail textbooks or school supplies like the University Bookstore.

The store will also dedicate itself to featuring clothing exclusively in black and gold in an effort to emphasize school spirit and Beach Pride.

The idea of opening a Cal State Long Beach shop off campus was kicked around for years, but finally became a reality about six weeks ago, when a retail space opened up on Second Street, according to Fred R. Neely, director of Bookstore Services.

CSULB alumni have long been asking for a shop off campus, according to Neely. The new shop is expected to “improve our alumni community relations and make Cal State Long Beach more visible in the heart of Long Beach,” he said.

According to Neely, the Second Street locale was selected because it “lends itself to our customer base.” He also said it’s one of the areas with the highest percentage of alumni.

Neely added that the location also meets the bookstore’s “merchandising techniques … There are always people walking there” in the Long Beach shopping district with a high traffic flow of locals and tourists.

As an incentive to attract customers, The Beach on Second Street mailed out postcards to members of the CSULB Alumni Association that will offer a 20 percent discount on their first purchase, if made by Jan. 19, 2008.

Most of the staff for The Beach on Second Street will be comprised of students.

“It’s our primary goal,” said Kristin Bonetati, buyer of soft goods and gifts for the University Bookstore, about maintaining student workers. However, due to the longer hours of the new shop, which will operate from 10 a.m. to 10 p.m. during the Christmas season, some staffers may have to come from outside the university.

Bonetati will be responsible for the goods being sold at the Second Street location.

Reaction from students to the new store was mixed.

“I think it’s gonna be far. Me, I don’t live out here, so I don’t want to go to Second Street,” said Michelle Montoya, a junior Spanish major.

In contrast, undeclared sophomore Pedro Briseno said, “An apparel store outside the university would contribute to a deeper sense of community pride. We have a university in Long Beach, and we’re proud of it. Much like UCLA is very well-known, let’s get more people wearing CSULB to get it known.”

Support for the new store has been expressed from members of the community, as well as CSULB President F. King Alexander, who encouraged the idea of a store off campus.

“We would hope that it’s going to be a destination point for alumni attraction,” said Neely. “We hope to have a steady flow of customers coming in and out of the doors.”