If State Street was an easy street to survive on as a business, it would be simple to count the number of businesses that had lasted on the street over the last 20 years. This, obviously, is not the case.
According to , only 22 businesses out of 180 specialty shops, 44 restaurants and 10 outdoor caf??s on State Street have survived since 1974.
So what exactly is the key to success on State Street?
\There are a number of reasons we've succeeded,"" said Chuck Bauer, co-founder and co-owner of The Soap Opera, 319 State St. ""We came out of nowhere and nobody took us seriously. We pride ourselves on being consistent and understanding the human dynamics of a business.""
This ""personal touch"" played a large part in Soap Opera's survival when a Bath & Body Works unsuccessfully tried to establish a niche on State Street a few years ago, Bauer said.
For older stores like Chocolate Shoppe Ice Cream 468 State St., and Sacred Feather 417 State St., owners say diversity in product and human interaction are essential for long-term survival.
""We stand behind our hats, our product diversity and our customer service. We've made a lot of friends in this store,"" said Tony Badame, owner of Sacred Feather. ""Places like the Waffle Shop needed to offer more to their customers beyond waffles.""
For other stores like Steve and Barry's, 636 State St., it is pricing that keeps them alive.
""We know the average college student doesn't have a lot to spend so we don't try to gauge our customers or get too fancy"" said Mark Dunbar, part owner of the store, which has been open for eight years.
For the older stores on State Street, success is a fact proven by history. However, new stores on State Street that are replacing failed businesses are also looking to make their mark. Pink Panties, a ""functional yet sexy lingerie"" shop that opened last week at 513 State St., hopes to attract customers by appealing to their ""fun"" side.
""We're doing a lingerie show with a live band, and I plan on selling my product to students at a discount,"" said Melissa Files, owner of Pink Panties.
Another new shop on State Street is also looking to find its niche under the guidance of Jenny Condon, who runs The Wisconsin Shop, 627 State St. Condon, who has seven years of experience as a manager, said she is determined to create her own niche within Madison.
""You just can't be here (on State Street). You have to have the drive to get bigger and expand. I had nothing when I first moved in. I waited until people came in and told me what they wanted,"" Condon said.
While some businesses may continue to thrive while others may fail the test of time, Bauer is sure of one thing: ""There are never any guarantees in business.""
