As the low season lingers, local businesses are continuing to explore ways to expand their business, stay afloat and even turn a profit. Several successful strategies include increasing community involvement, taking goods to consumers and partnering with other businesses.</p><p>Angelika Clothing Boutique in Islamorada dedicated October to Breast Cancer Awareness Month as a tribute to breast and ovarian cancer survivors.</p><p>Each Saturday, they had massages, mini-physicals and presentations from health care professionals on women’s health and wellness, diagnostics, life counseling, home health and local cancer organizations. </p><p>Owners, Stuart and Lauren Sax, said that they were motivated to have the event because both of their fathers had cancer, and Lauren’s sister died of ovarian cancer three years ago.</p><p>“I wanted to give something back to the women in this community, and we’re going to continue to be a storehouse for this information even when the month is over,” Lauren Sax said.</p><p>Although their primary goal with the events was not monetary, Stuart Sax noted that it has increased their business simply by increasing store traffic.</p><p>“We’re not asking people to spend any money, but more people are coming in. Instead of just putting a big sign out saying ‘huge sale,’ our way to reach out was to say thank you to our customers.”</p><p>Larry Kendzior, a Keys Sunday columnist who’s been a business consultant for more than 30 years, noted that being involved in the community can definitely have positive effects on a business.</p><p>“If you’re in business, you have either consciously or subconsciously come up with your mission statement, and if you can exhibit those core values and commitment to the community, it’s a real winner.”</p><p>In Key Largo, Lynda Nelson-Oeltjen, owner of Wear With All Boutique, combats the problem of bringing customers into the store by instead taking the store to the customers at house parties or “trunk shows.” </p><p>“These parties are a lot of fun,” Nelson-Oeltjen said. “The hostess caters the event, and her friends get first dibs on the new merchandise in a casual environment where they can try on the clothes and help each other pick out what looks best on them.”</p><p>Kendzior warned that businesses should be cautious when doing these types of events even if they don’t cost much in out-of-pocket expenses.</p><p>“This is usually costing the owners their time, and that time is the most precious business resource that they have.” </p><p>Nelson-Oeltjen said that she sets a firm sales goal for any of these types of events to ensure that her time is put to good use.</p><p>“If I don’t make that mark, I won’t do it again,” she said. “I’m really trying to get my name out there and will try anything at least once to promote business.”</p><p>Another route that can bring greater awareness and traffic is when groups of businesses come together either because of geographical location or their products.</p><p>For the past three years in Key West, about 19 businesses in the Caroline art and design district and the Key West Bight have held the Art Walk on the first Thursday of every month. </p><p>Patty O'Connor, the owner of Key Accents, Home & Garden, said that all of the businesses share in the organization of the free area walk and open house. They stay open later and do something special such as receptions for new exhibits, unveiling of new lines or designs, wine, appetizers and music. </p><p>“This has been very successful,” she said. “It tends to draw a nice crowd of locals and tourists alike. People always come back even if they don't buy that night. The more businesses that are involved, the greater the turnout, and it helps everyone.”</p><p>On Wednesday, Nov. 11, Lion’s Lair Swimwear in Islamorada is presenting the Poolside Prowl, a fashion show at the Islander Resort that combines all three of these creative elements: community, new location and multiple businesses.</p><p>A benefit for the Domestic Abuse Shelter, the show will include fashions from Lion’s Lair, Wear With All, The Fly By at Robbie's and Seven Sports. Ciao Bella Day Spa will be doing the hair and make-up for the models, and the Girl’s Night Out radio show on WKEZ FM-96.9 will be broadcasting live.</p><p>The event, which starts at 5:30 p.m., is free to the public with a donation from the shelter’s wish list, which can be found on the Lion’s Lair Web site www.llswim.com. </p><p>“I think it is important to give in order to receive,” said Lion’s Lair owner, Kim Berger. “It completes the circle, and the staff agreed that supporting local women was a perfect match for our store.”</p><p>She added that they had a successful fashion show May, which attracted many new customers, resulting in increased traffic and sales.</p><p>“Having an event outside of the store sparks curiosity and adds excitement,” she said. “It eliminates any concerns of sales pressure and is a more relaxed atmosphere.”</p><p>As for banding together with other businesses, she said that it made sound business sense in light of their mission, which is to find the right items for each customer — not just to make a sale.</p><p>“Some would view it as competition, but that this is not a concern because sharing customers and sending them to each other when we are unable to help makes us more likely to succeed.”</p><p>Kendzior stressed that businesses should take a hard look at the current state of their profits and losses before branching out into new projects. He ranks businesses into three categories. </p><p>A category one was making money before the downturn and is now still making profits. A category two was doing well before and is now just making a living, while a category three is a marginal business that is just hanging on or on their way out of business.</p><p>“A type one business can afford the risk of these creative ideas because they can plan for success or failure and devise executable strategies to implement the plan,” he said. “The strong business is going to get stronger. However, for a category two or three business, this would pull them away from their core business plan, and more than likely, they are going to fail.”</p><p>Berger agreed that putting on the fashion show has been a large drain on her time, but because she has a large staff, they have been able to pick up the slack.</p><p>“It’s a huge amount of work,” she said. “I’m fortunate that I’ve got a really great staff that can keep everything going. I can see where a lot of places don’t want to take the chance, but I think that regardless of your type of business, without taking risks, your business won’t continue to grow.”