SPECIAL REPORT: Businesses try to attract customers during the off season

Before stepping into any stores in Capitola Village, you are already greeted with Christmas songs and the holiday spirit. Carin Hanna is the co-owner of the craft gallery, she might as well own a Christmas sweater shop, too.

“This is usually one that I wear in the first week or so because, you know, it depicts people going and picking up their Christmas tree,” said Hanna.

And the reindeer and Santa sweaters will follow in the weeks leading up to Christmas.

“I will admit, by the end, I have a couple of repeats, but not very many,” said Hanna.

Having owned the store for almost half a century, Hanna knows what to expect this time of year.

Hanna said, “The Christmas is not quite the peek it used to be, but the winter is not the valley it use to be.”

Hanna said attracting locals is key during the off season for tourism, when things slow down.

From offering raffles to brining the city’s first ever synthetic ice skating rink they’re trying different methods.

“We feel like we exemplify it takes a village,” said Hanna.

The Capitola Soquel Chamber of Commerce said it’s also stepping in to help.

“We usually advertise in the Bay Area, San Francisco, Bay Area. We also advertise in the Central Valley, Fresno, Modesto,” said Capitola Chamber of Commerce, Toni Castro. “People will call us and ask for recommendations on hotels, restaurants and stores and things to do in the area.”

But when things quiet down, Hanna said she actually enjoys it.

“We have such rushes of people that you kind of need the quiet in between to, you know, get everything stocked, and keep it clean. So I generally am almost busier when the store is empty and it just gives me a chance to prepare for the rush.”