INDIAN RIVER SHORES — Treasures that await shoppers who venture into the enclave of storefronts in the Village Shops don’t scream out at the passers on A1A, so it takes something out of the ordinary to bring new visitors in the doors. For the Village Shops, partnerships with charities to create unique events like last Saturday’s Mardi Paws pet adoption celebration with the Humane Society help attract people to the plaza for the first time.
They come out of curiosity or to support the charity’s mission, but merchants hope they return someday to shop and to eat, or maybe even see something they can’t live without the day of the event.
Over the course of the low-key Mardi Gras-themed Humane Society awareness event, 50 to 60 people strolled among the oaks into the nooks and crannies of the Village Shops courtyard to see the dogs and cats up for adoption and to check out the high-end merchandise, handcrafted items and edibles to be found in the shops and the cafe.
Mardi Paws visitors were challenged with stopping by each store and getting printed maps stamped to enter a drawing, thus sending shoppers out to the four corners of the Village shops to explore and peek into every store.
A portion of the day’s receipts was set to be donated to the Humane Society in furtherance of its mission.
Some people brought their own pooches to the event, as the Village Shops offers a pet-friendly shopping and dining experience.
Several shopkeepers bring their own dogs or cats to work with them and they welcome four-legged patrons – be they poodles or Pomeranians – on an outing with their human companions.
Humane Society Executive Director Chalmers Morse, a long-time Indian River Shores resident, said the second annual Mardi Paws is part of a larger program of building relationships with local businesses to make people aware of the shelter, of adoptable pets and of all the other vital services the Humane Society provides to the community and its animals.
He said the Humane Society recently enjoyed a successful event with the Laughing Dog Gallery on Cardinal Drive prior to the Mardi Paws adoption day.
“We brought three dogs today and two kittens,” Morse said. “It gives us a chance to have exposure for the animals that we have up for adoption and to present our cause to the public. A lot of businesses in Vero support the shelter and they like us to help by promoting their businesses as well.”
Morse, his staff members and volunteers handed out information and also sold tickets to the Cause for Paws gala events coming up in late March.
The auction and extravaganza, which has become an institution in Vero Beach over nearly three decades, is one of the highlights of the season social calendar and an important fundraiser for the Humane Society.
Coco’s Village Bistro, owned by Darcy Dunbar, probably saw the biggest boost in business Saturday from the Mardi Paws event.
Her outdoor seating beckons visitors to sit awhile for coffee, an creative, full breakfast menu, lunch or an afternoon snack ‘till she closes at 5 p.m.
Dogs on leashes are welcome to lounge beside or underneath the tables and wait for an errant morsel of something good to come their way.
“It’s a different way for us to get people in who might not happen to stop by,” Dunbar said. “It’s really twofold – it’s a great cause and it helps the businesses.”
Dunbar took over the old Chelsea’s space after owning the Christine tableware and linens shop.
Chelsea’s often had erratic hours of operation and Dunbar thought having a casual eatery open all day, Monday through Saturday during season, would help anchor the plaza and bolster business for the shop owners.
Extending the time visitors spend at the Village Shops increases the chance that people will wander around another corner and into another specialty store or salon.
Coco’s also offers prepared dinners that can be ordered ahead and picked up the next afternoon, further increasing traffic into the shopping center.
“We have a very loyal clientele, they support us and want us to stay in business,” Dunbar said. “They would much rather shop with us than to buy things at a big-box store.”
The charity events and the different kind of advertising that goes out for them, such as the Humane Society sending out blast e-mails to 8,000 members and volunteers, casts a wider net for patrons who would become part of that loyal clientele.
S & K Limited jewelry and silver store owner Karen Saucier, who was awaiting the last-minute Valentine’s Day shoppers over the weekend during the Mardi Paws event, said supporting the Humane Society is a great fit for the Village Shops.
“It’s just a nice day, we get a lot of people walking around,” she said. “I would say it’s a mix of regulars and a lot of new people.”
Saucier shares her life and her store with two rescue dogs – Pomeranians Max and Zoe – who mostly inhabit the back office, but occasionally venture out to see what’s going on.
“Working with the Humane Society to raise awareness about pet adoptions is so important, and this is natural for us, we’re very doggie-friendly around here,” she said.
Mardi Paws is not the only event this season pairing the wares and tastes of the Village Shops with the cause of a charity.
In March, the merchants will host an opening wine party for the Cystic Fibrosis Foundation’s polo match, dinner and dance to be held west of town.
“We’re hoping for 200 to 250 people here in what we call our under the oaks courtyard, it will be all dressed up for the event,” Dunbar said, adding that the Stomping the Divots event is the signature benefit the Village Shops has been looking for to make an impact and increase visibility. “Our big thing is we’re trying to get people to come by and see us,” she said.
