Baby Boomers Pump New Life Into Desert Retail
The El Paseo Shopping District in Palm Desert was one of the first luxury retail strips in California’s high desert area. Although the 300-store strip now is the address for businesses such as Saks Fifth Avenue, Coach and Tiffany & Co., Meg Firestone remembers when just a handful of retailers worked in the district 34 years ago.
She and her family businesses, Neil’s Apparel/J. Russell Salon & Spa, were among the strip’s pioneers. With that in mind, on June 28, the Palm Desert Chamber of Commerce honored Firestone with its Business Person of the Year award.
In 1972, she and her father, Neil McElrath, were the store’s only employees. Now, the rambling 17,000-square-foot complex—with a store, beauty salon, cafeacute; and art gallery—employs 102 people. Neil’s Apparel sells resortwear, featuring brands such as Da-Rue of California and DRLA.
Firestone said business was first sustained by the waves of retirees who moved to the high desert in the 1970s. Now, she said, it was getting a second wind with newly arrived baby boomers hitting retirement age or looking for second homes. Net profits grew 18 percent during fiscal 2006, compared with the previous year, Firestone said. —Andrew Asch
