Merchants throughout downtown Parker see benefits to Wine Walk
by Haley Lena October 17, 2024
As the wine poured for the hundreds that flocked to downtown Parker on Oct. 11, many saw it as a fun night out. But the merchants participating in the Wine Walk saw the vibrancy of the town come back to life.
“We really felt it that year when Wine Walks were not allowed,” said Melissa Foley, owner of Poor Richard’s Book Shoppe. “We are very pleased they are up and running again.”
Like Foley, for many of the downtown Parker merchants, the news of the Wine Walks being shut down in 2023 was disappointing, as it was a way for them to be seen and connect with the community.
Wine Walks have a long tradition in Parker. They occur every month during the summer. But after the first Wine Walk last year, a complaint was filed with the state Liquor Enforcement Division and weeks later, the Wine Walks were shut down indefinitely.
Amongst many, Rep. Anthony Hartsook, the representative for House District 44, which includes Parker, was surprised by the state’s decision. He told the Parker Chronicle last August that he was going to get involved to find out what happened and find a solution.
Almost a year later, Gov. Jared Polis signed House Bill 24-1156 into law, enabling the Wine Walks to occur again. The bill, named the Chamber of Commerce Alcohol Special Event Permit, updated regulations to align with supporting businesses while ensuring they adhere to safe laws.
With the new law having gone into effect this August, the Parker Chamber of Commerce was only able to hold three Wine Walks this year.
“We grossed about $45,000 total from the three events,” said T.J. Sullivan, the chamber of commerce’s president and CEO. “Fair to say that it was a nice boost to the chamber following a year without them.”
What the Wine Walks mean to merchants
Holding a customized wine glass in one hand and a map in the other, participants were led from one business location to another. With some tucked away on small streets or a couple stories up in Victorian Peaks, in some ways, the event is like a scavenger hunt.
“It’s hard to find me unless you actually look for me,” said Jennifer Henderson, nurse practitioner and owner of GLO Wellness. “This gives me that opportunity for them to see me.”
GLO Wellness was among the 14 merchants to participate in this year’s events. Newer to the community, Henderson opened the medical spa last year to help empower patients to feel confident in their skin.
With her business located on the second floor of Victorian Peaks, there are some turns to take to get to her office. Often having to give patients directions over the phone, Henderson saw Wine Walks as an opportunity for people to know where she is located as it’s not easily seen from South Pikes Peak Drive.
“Plus, meeting your provider in person for the first time with no pressure is nice,” said Henderson. “You get to see me on a personal level instead of a provider.”
Across from Victorian Peaks, tucked away is St. Matthew’s Episcopal Church. It might be strange to think that a church takes part in the Wine Walk events, but as church member Judy Shoemaker said, they serve wine every Sunday.
“People would stop at the double door and look in,” said Shoemaker. “Now people feel free to go in.”
The church began participating in the events a few years before the COVID-19 pandemic because they realized that most people – even those living in Parker – didn’t know the church was centered downtown.
Shoemaker said about 400 people come through each time, listen to the music in the sanctuary and relax in the courtyard.
“It’s helped us be more out in the community,” said Shoemaker. “We’ve had a number of people come through who wouldn’t normally come through.”
For other businesses like Cinderella Ranch Boutique and Poor Richard’s Book Shoppe, the event allows people to learn about the business – particularly those who may have never known the business is there or don’t ordinarily come to downtown Parker.
Cinderella Ranch Boutique is a women’s clothing store that is woman-owned and operated. Sandy Clement, the owner, said people are still discovering the shop, despite being part of the community for 11 years.
The boutique has participated in the Wine Walks every year since the store opened. Clement thought back to the first year when she thought it would be OK to work alone when hundreds of people flooded in.
“Since then, we learned this is kind of a big deal,” said Clement.
Now, Clement said it takes about five people to handle the guests coming in. Not only is it a great shopping night for the store, but the exposure brings people back, Clement said. She added that people missed having the light-hearted event last year and she believes it made more people participate this year.
Foley has kept the hundreds of purple tabs from participants in a crystal jar. Previously owned by her father, the small bookstore has participated in the Wine Walks for years and they serve as the bookstore’s primary and most effective way of advertising.
The event introduces people to the store, said Foley, and they make a profit. The store offers a buy one get one free “Wine Walk Special,” which helps decrease its overstocked inventory while giving people an incentive to buy more books.
“For us, it’s very worth it,” said Foley.