Twilight shines on businesses

As Ernest Hilderbrand stood behind the pane of glass, a handful of children gathered around to watch him nudge and carve a spinning chunk of rough wood with his razor-sharp tools.

Hilderbrand was the star attraction on June 8 for the Columbia Art League, which stayed open past its usual 4 p.m. closing time to exhibit the local artist during the Twilight Festival. Tonight, the league will feature watercolor artist Jerry Thompson.

“It gives us a chance to show off the gallery to a couple of folks who wouldn’t normally see it,” Tom O’Connor, a league board member, said of the Twilight Festival. “Three-D art, such as ceramic and wood, sells faster. I would have to say Hilderbrand’s work sells in a hotcake-like fashion.”

The Art League is one of many organizations and businesses downtown that stays open late and offers special activities or menus to cater to the Twilight Festival crowd. According to statistics from the District, the festivals — held every Thursday in June and September — pump $2.9 million into the local economy each year. A single festival, the District says, can lure as many as 10,000 people downtown.

But business owners say their motivations for changing the norm go beyond immediate monetary gain. Some want exposure and free publicity, while others just enjoy the environment.

“We usually don’t sell a whole lot,” Ruth LaHue, owner of My Secret Garden, said. “It’s for people to come in and get to know us.”

Joan Fairfax owns the dessert shop Chez Monet, which has been open less than four weeks. She said it’s too early to tell whether the Twilight Festival will have an effect on her business, but she’s fond of the energy and free advertising the festival creates.

“The best thing it does for us is exposure,” Fairfax said. “This helps because we’re so young.”

In previous weeks, Fairfax gave cupcakes to people who uttered a secret password having something to do with the shop’s namesake: Claude Monet. Past passwords were “Waterlilies,” “Claude,” and “periwinkle.”

“Usually there’s a password, but they’re all free this week,” she said of the cupcakes.

At Kayotea, which opened about four months ago, owner Kellye King decided to go beyond the tearoom-and-bistro menu to offer hot dogs, hamburgers and fries to festival-goers. King hopes Twilight Festival will help make people aware of her restaurant.

“People want to walk and enjoy the festival,” she said. “We decided to cater to them, and it paid off.”

Tellers also offered food different from its normal menu. Owner Deb Rust worked at a large grill outside her restaurant, cooking brats, burgers and potatoes. She’s had the cookout during Twilight Festival for five years.

“We did it for the crowd, and because it’s nice to be outside,” Rust said. “And to be a part of the whole Twilight Festival.”

The Cherry Street Artisan handed out free samples and coupons the past two Thursday nights.

“Obviously there are a lot of people downtown for the festival,” general manager Jeremy Brown said. “It’s just good publicity.”

Employee Alex Johnson, wearing a pointed red balloon on his head, said he felt good about passing out free chips and hummus.

“It is our civic responsibility to give back to the community,” he quipped.

Brown said during the Twilight Festival, the Artisan hosts live music outside, and that later the music moves to the inside stage when the festival winds down.

“Its pretty hectic, but overall the festival is fun and beneficial,” he said.

Thunderclap Douglas and the 8-track Groove, a band composed of five high-schoolers, set up outside Maude Vintage at about 6 p.m. for a Jimi Hendrix-inspired set. Maude Vintage owner Sabrina Braden said she really enjoys having bands set up outside her clothing store for the festival.

“We always love to have something going on outside,” she said. “Whether it’s bands or an artist.”

Braden said that the Twilight Festival indirectly boosts her business.

“Our peak for business in the year comes much later,” she said, citing costume rentals as the main source of revenue for the 5 1/2-year-old store.

Braden said families typically are the ones who come into her store during the festivals. While they don’t end up buying much, they usually come back later to shop on their own.

“The highlight for us is the new customers we make—generally wives—that decide to come back later,” Braden said.