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Store's charm not lost on crowds

By LISA BUIE
Published March 10, 2005

I grew up with Belk.

Before my three siblings came along and limited us to Kmart blue-light specials, many of my clothes came from a downtown Belk store. The label was "Bug Off," a phrase reflective of the way we elementary school-age girls felt about boys.

Twenty years and one diamond ring later, I decided boys weren't so bad. I met Prince Charming at the altar in a Belk bridal gown.

If you are a child of the Carolinas, Belk is the bomb.

So when I first learned in 2003 of plans to build a Belk store right in the heart of Pasco County, I was ecstatic.

Apparently I wasn't alone. Many of you were just as thrilled.

Despite steady rain and temperatures that never made it to 60 degrees Wednesday, crowds streamed into the new 66,000-square-foot store at Collier Commons in Land O'Lakes like they would flock to Walt Disney World on a sunny day.

Bundles of balloons in Belk's signature hues of aqua and white greeted guests, who also got a whiff of bread baking next door at Publix.

Belk opened over the weekend without fanfare in what retailers call a "soft opening," but representatives pulled out all the stops on Wednesday, with a ribbon cutting and multiple prize giveaways. Shoppers who applied for a Belk credit card got 15 percent off purchases all day.

Under the awning, a five-piece band called Skylight played Jimmy Buffett covers and other upbeat tunes.

"It's a nice touch of class for Land O'Lakes," said Jack Brown, a band member who has lived in the area for 10 years. Back then, anything other than bargain basement fare required a trip south down Dale Mabry Highway.

On Wednesday, it was Pasco's turn to be the draw as some shoppers from Hillsborough County ventured north.

Cheryl Schulze, 39, of Lutz was checking out the store during her Mothers Morning Out time.

"It's nicer than I expected," said Schulze, who figured it would be more like a less upscale JByron's. "But it's more like Burdines/Macy's."

No longer will central Pasco customers have to drive to Tampa to get makeovers from white-coated cosmetic consultants. Women waited in long lines for free samples of their "perfect match foundation."

In the children's department, fancy spring dresses in pastel colors lured customers.

"Look at this, Mom," said 28-year-old Cheryl Pea of Lutz. She held up a lavender dress with flowers sewn at the waist. Her 5-year-old daughter, Kyla, who attends nearby Academy at the Lakes, would love it.

"It's her favorite color," she said.

Pea, who confessed that her mother, Pat Pea, is the real "shopaholic," was impressed.

"It's like the mall without having to go to the mall," she said.

Based in Charlotte, N.C., Belk offers plenty of mid-priced to upscale goods such as Polo, Estee Lauder cosmetics and Liz Claiborne apparel. Housewares include such fine china brands as Lenox, Noritake and Royal Doulton. Though Belk no longer sells bridal gowns, it has a nationwide wedding registry and plans to include bridal shops at an in-store wedding event here on March 20.

The company, with about 230 stores from Virginia to Texas, is the largest privately held department store chain in the United States.

Store hours will be 10 a.m. to 9 p.m. Monday to Saturday and noon to 6 p.m. Sundays.

Bill and Barbara Bailey of Wesley Chapel were just as excited as I was about Belk. We are old church friends from Anderson, S.C., and we all were regular shoppers at that city's Belk.

They noticed me across the aisle Wednesday and stopped over to say hi.

"There was nothing here to equal Belk in South Carolina," said Barbara, who came to look for a dress to wear to a college graduation for their granddaughter, Kathleen Mersbach.

The Baileys will soon have lots of nice places to shop.

Sam's Club is putting the finishing touches on its latest store to open this spring at State Road 56 and Bruce B. Downs Boulevard.

Construction crews already are raising dust at Wiregrass Commons across the street, where JCPenney is expected to open a 100,000-square-foot store this fall.

A good thing we won't have to drive as far with gas prices soaring. But what I save on mileage, I'm sure I'll spend on shopping sprees.

As a graduate of Leadership Pasco, however, I must support my community.

Hey, boss, how about a raise to help me do that?

Maybe I'd better stick to blue-light specials.

Lisa Buie is the editor of the central/east edition of the Pasco Times. You can reach her at 813 909-4604 or toll-free 1-800-333-7505, ext. 4604. Her e-mail address is buie@sptimes.com

[Last modified March 10, 2005, 01:14:16]