Area retailers stock up for extra dance marathon business

Setting up the White Building is not the only preparation required for the 1998 Interfraternity Council/Panhellenic Dance Marathon. Moralers need gifts, dancers need comfortable footwear and participants need T-shirts.

And area businesses have reacted by offering shoe clinics, stocking up on unique gifts and designing T-shirts.

"We offer shoe clinics to let (the dancers) know that having changes of shoes and socks and comfortable shoes helps," he said.

However, Rapid Transit is not the only store to see increased business during Thon season.

"It will be a good traffic weekend," said Norm Brown, manager of the Student Book Store, 330 E. College Ave.

The bookstore, which will send its Booky the Bear mascot to the marathon, will donate 10 percent of its gross sale receipts from today and tomorrow to the Four Diamonds Fund, Brown said.

Thon committee members said they appreciate how local retailers have become involved with Thon and aiding the Four Diamonds Fund.

"It really shows how much we are a community with a common interest in helping the families of the Four Diamonds Fund," said Brian Newmark, overall marketing chairman for dance marathon.

"I hope the relationship continues."

Area retailers are also counting on visitors to Happy Valley to help generate sales and increase profits during the weekend.

"People who are coming into town who were involved in the past and alumni generate business," said Ray Agostinelli, manager of McLanahan Student Store, 414 E. College Ave.

Other stores plan to grab the Thon audience by carrying special products chosen specifically for the dancers.

Harold Horn, co-owner of Happy Value General Store, 128-130 S. Allen St., aims to offer innovative merchandise.

"We're known at the Thon office as headquarters for the moralers to get neat stuff for dancers," Horn said. The store buys items such as foam iguanas on a stick, walkie-talkies and musical duck dolls in preparation for marathon-related shopping sprees, he said.

Helping sponsor Thon has helped some other stores gain business and receive publicity they might not have otherwise obtained.

"Now that Thon is coming to a close, different groups are coming back for other projects," said David Wagenborg, manager of T's Custom Printing, 116 S. Pugh St.

His store, which donates artwork and screens to participating groups, also helps the Student Book Store offset the cost of towels given to participants.