Local merchants take uneasy first 'step' into 'nite'

A new program designed to boost area business and foot traffic lured fewer student customers than expected. A joint effort between the University and local retailers -- aimed at improving business and safety in the area -- kicked off last night with much fanfare but disappointing turnout. Stores around University City will stay open until 8 p.m. every Wednesday night through December, offering special shopping deals and free parking. Last night, colorful balloons dotted Walnut Street as three men in tuxedos played Dixieland music in front of the Wawa Food Mart at 34th and Chestnut streets. They were joined by the Penn Band, marching loudly down Walnut and giving the first Steppin' Out Nite an extra flair. But because of rainy weather and an apparent lack of student awareness, most stores didn't have too many customers last night. And retailers gave the program mixed evaluations. Standing in the empty Software Etc. store at 7 p.m., employee Paul Reid tried to remain optimistic about the plan, despite a lack of business that kept some employees playing video games. "It hasn't been going very well so far, but hopefully it will eventually bring in more business," he said. Of the stores asked to participate, 98 percent cooperated with organizers, said Ed Datz, of University City Associates Realty, the University subsidiary that ran the program. He said retailers believed momentum would build as the program continues. The University-owned management of The Shops at Penn, a shopping complex near 34th and Walnut streets, have required stores to extend their Wednesday hours, yet some employees said the move won't help sales. Carol Breeze, manager of The Camera Shop, said staying open late brings no extra benefits in her type of business. Although she will comply with the mandate to participate, she doubts any customers will come in past the store's usual closing time. But only some of the strategy behind Steppin' Out Nite focuses on increasing revenues for local stores. University officials expect to draw more people onto the streets at night, making it safer to walk around. "We want people to be active on campus in the evening, and we hope that this will start to facilitate that," said University President Judith Rodin. The program is styled after a similar idea Mayor Ed Rendell implemented for Center City a few years ago, which has contributed to a greater feeling of security downtown. "There's safety in numbers," said University Police Capt. John Richardson. "That reduces opportunity for criminals to commit crimes." But some retailers said they fear crime might strike their stores if they stay open later. "I feel more unsafe than safe," said Taron Rogers, working at University Cards and Gifts on 34th Street last night. "Now is the time when crime happens." Despite the pessimism and last night's poor turnout, business and safety concerns did not bother every local merchant. "Anything the University wants to do to improve the retail climate around campus is a good idea," said Jim Wilson, manager of Classical Choice at 38th and Walnut streets. "I'm happy to see them try and help business."