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ATLANTIC CITY - As the drum beats began to resonate through the The Walk on Saturday morning, hundreds of shoppers stopped what they were doing and made their way to see what all of the ruckus was about.

Waving hands, smiling faces and a chorus of cheers greeted the Atlantic City High School marching band, who led the annual Atlantic City Christmas Parade off Atlantic Avenue and onto Michigan Avenue to the tune of Michael Jackson's "Thriller."

Two years ago, the parade would not have made that turn.

Prior to last year, the parade traveled in a straight line east up Atlantic Avenue. Now it travels west and runs through The Walk.

"It was a terrific opportunity to bring as many people as possible to Michigan Avenue, and it still is," said Kim Butler, general manager of The Walk. "It's great for the businesses, it's great for the community and it's great for the visitors who come, too."

Butler said when the parade changed its course, it brought with it community members and nonshoppers who otherwise would not have ventured to the outlets.

"It's not so much that people would leave (to go watch the parade). They would just never get here," she said. "I think what happened is that by moving to The Walk, you've exposed the parade now and made Atlantic City that much more attractive."

Pleasantville resident Darren Reed watched the parade with five of his children from The Walk.

"It's just much safer here than (Atlantic Avenue), especially with young children," said Reed, 38. "I am definitely glad the parade comes down here now."

Linwood resident Sue Exadaktilos said she also prefers the current parade route.

"It gives me a chance to do a little shopping," said Exadaktilos, 58.

But the stores are not concerned about losing customers to the parade, Butler said.

"Like anything else, you're waiting and maybe you duck inside (a store) because it's a little too chilly or maybe you run into Cavo Crepe to get your coffee while you wait, and while you're there, something catches your eye. And afterwards, obviously the stores get busy because people will pop in and say, ‘Oh, you know what? I do need a gift,'" she said. "It's all about critical mass. The more people you have here, the better it is."

That is exactly why some small-business owners along the previous parade route feel like they have been short-changed.

Of the four Atlantic Avenue restaurants closest to Michigan Avenue along the former parade route, only one - Maria's Luncheonette - had any customers in it while the parade was going on.

"It's not fair to us," Maria DelValle, owner of Maria's, said of the parade being rerouted. "The Walk is important to the city. We want it to do well. ... But there is so much (foot) traffic there already because of how close it is to the train station and the bus station. We are only a few steps away, yet we miss out on so much."

But some business owners seemed not to care about the effect the parade had on their profits.

"There was a slight increase in business, sure, but nothing to write home about," said Redzep Alili, owner of Pizza Di Roma on Atlantic Avenue, which had no customers as the parade turned down Michigan Avenue.

Butler said she expects the partnership between the parade and The Walk to continue.

"We not only support the parade in terms of infrastructure, with it coming down Michigan Avenue, but we participate in the parade as well. We sponsor a float. ... The Sheriff's Department will be here doing the toy giveaway, and we have gift cards from participating stores to give away," Butler said. "We are as interested in its success as the city is."

Contact Robert Spahr:

609-272-7283

RSpahr@pressofac.com

4 comments:

• VoiceOfReason (0) posts 12:52 pm

  I heard reports that no American flag was present or on display in this parade? Is that true?

• shopper (1) posts 11:04 pm

  with the 'ac walk' having the 'pair of hart's' valet service makes shopping and eating a whole lot more enjoyable with their friendly and fast service!

• JoeBrokeler (101) posts 4:20 pm

  The Walk is also thankful for all the subsidies and incentives it receives from taxpayers.

• BernieSchwartz (645) posts 1:01 pm

  It should have been on the boardwalk.

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