
Cakehouse really is my favorite, for two reasons: one, it’s hard to get a cup of coffee in the ID, and two, those killer salty-sweet coconut buns.
In another century, I used to work on the very north end of Rainier Avenue, which was probably when my love for the ID began. I’d go for lunch sometimes at the old Waji’s, or venture into an herbalist for ginseng or some mysterio-lixir to repurpose into homemade soda. I even met the Murakami sisters when they ran the wonderfully random Higo variety store. Sometimes — like, when I was high — the neighborhood felt like a Moroccan bazaar: smelly, ancient, and very anti-retail.
So I should have guessed that this week’s workshop in branding and business promotion, put on by SCIDpda and delivered in part by yours truly, would go over like a lead balloon. But so what? Like Ciardi says, “the least song, clod, consumes the singer.” And yes, for a while the preparation really did consume me. Even if our audience of two were to act on just one of the ideas we suggested, that’s one advertising effort that their competitors don’t pursue. Graphically, it’s an untamed prairie, which is always fun, and can give the greenhorn designer and client a chance to find their voice.
Here’s the heartbreak, though. As far back as I can remember, the business owners there never failed to give great service, even through the cultural and linguistic barriers. And at the places where I’m a regular, I’ll keep going back even if that standard should go flaccid now and then. The problem is how to get new customers — how to increase foot traffic, and the foot traffic problem is twofold: first, back in that other century I was telling you about, the stadium consortia, in an effort to get taxpayers to help finance their little playgrounds, argued that all those hungry lo-fans coming to events would make a night of it at local eateries before the game. Which would make sense if there were no food available in the stadiums themselves. In practice, if anyone gets a game-day business spike it’s the Moriguchis and the folks who rent space in their food court. Everyone else loses their street parking, and gets a plate of steamed bupkis in return.
Second, the neighborhood is skeeving out. King Street can be a real gauntlet even in broad daylight. On the periphery of Hing Hay Park, you could equip yourself for a lost weekend in no time. And how many locations for their dumpster did Hop Thanh reject before choosing this one— literally on the corner of 12th & Jackson? I don’t mean to make light of deep social ills; in fact, the services are available, prominently, for those who need. I’m just saying it’s hard out there for a pimp. Of flowers.
Maybe the light rail or streetcar will help, I don’t know. BTW, who remembers a restaurant in the Ding How Shopping Center called “House of Good Taste”? That always made me chuckle.
Anyway, this is the context for any advertising efforts that seek to broaden an ID business’ customer base. Well, this is part of the context. Another part is what my friend Dan once said: that there’s more soul in one square block of the ID than all of, say, Fremont and Wallingford combined. The photographer Andrew Hida, once a co-exhibitor and always il miglior fabbro, has a show up now in a space under Fort St. George that fondles the contours of that soul in documentary fashion. And if you’ve ever had the contours of your soul fondled, I think you know…seriously, geography notwithstanding, it’s really good. His stuff feels uncomposed and accidental, and yet. He mounts photos that I probably wouldn’t chimp on twice before throwing them away, including a series on mi vato Bill Lee, one of the many tireless forces fighting the good fight for the neighborhood.
Tom Waits: Step Right Up
“The large print giveth and the small print taketh away.”
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