Tony’s Liquor
Slammed By The Pandemic, But In A Good Way
Tony’s Liquor had already rooted itself into the community of Studio City by February of 2020, but when the pandemic hit, an unexpected rise in sales and an increase in community-based business occurred.
Tony’s Liquor was opened in 1947, by Tony Trafecanty, the father of Jim Trafecanty, the current owner. Their sales of liquor, spirits, snacks, candy, soda and small essentials to the neighborhood has made them the “go-to” for most community members. Over time, Tony’s Liquor has become a local staple in Studio City, Los Angeles, located at the intersection of Ventura Boulevard and Dixie Canyon Avenue. It is located near the prominent Dixie Canyon Elementary school, making it a local hotspot and community monument for children and adults over the last 70 years.
As the owner of Tony’s Liquor for over 40 years, Jim Trafecanty was a little bit worried when initial news broke out about small businesses being forced to close due to COVID-19 guidelines and restrictions.
“I just had to wait and see” — Trafecanty
While other “mom & pop” shops, bars and restaurants in the small business industry were forced to close down because of the pandemic, liquor stores along with major grocery chains got a lucky break, and were deemed “essential” businesses in the state of California.
Jim Trafecanty is a hard working man who is highly dedicated to the success of his business: “We have never been closed any day in the last 40 years, even on the day I got married! I’d have to be dead for the store not to open.”
Liquor stores being deemed “essential” in the state of California was a huge break for Tony’s Liquor owner Jim Trafecanty.
On March 19, 2020, the California Department of Alcoholic Beverage Control published an article with the regulations for liquor stores who will be operating over the course of the pandemic.
“Pursuant to the Constitution of the State of California, Article XX, Section 22, and in furtherance of Governor Newsom’s emergency declarations and orders regarding the spread of the COVID-19 virus, the Department of Alcoholic Beverage Control is temporarily suspending enforcement of specific legal prohibitions”
“The Department has carefully considered the public’s health, safety, and welfare in providing this relief, and the Department has concluded that none of these measures, exercised on a temporary basis, will jeopardize the public’s health, safety, or welfare.”
On March 19, 2020, California Governor Gavin Newsom called for a statewide “shelter-in-place” order, telling all people to stay at home to slow the spread of the virus, yet through the regulations set by the California Department of Alcoholic Beverage Control, liquor stores were able to operate during specific hours and under specific regulations.
Since the pandemic hit in early March, Trafecanty said “There has been considerably more foot traffic. It is not even close”. His biggest sale has been liquor, “by far”.
According to the market research firm Nielsen, U.S. sales of alcoholic drinks rose 55 percent in the week ending March 21.
Sales in pre-mixed cocktails, wines, gin and tequila spiked 75% compared to the same period time last year, according to Nielson.
While chaos, fear of the unknown, and hatred broke out at globally known chains such as Ralph’s, Gelson’s and Whole Foods, the simplicity of the quaint, colorful and “old-timey” feel that Tony’s Liquor offered became a center of community-based business.
“Not only did we have more foot traffic, but it was people that I had not seen in over 15 years.”
Trafecanty noticed the revival of community members coming back into his store, primarily for the purchase of liquor and particularly to avoid outrageous crowds and lines.
“I go to Tony’s Liquor because it is super close to my house, there is rarely a line, and no matter who you got behind the counter, they are personable and helpful. It is a good store for quick purchases and snagging a laugh!” — Scotty Cohen — a local 27 real old resident who grew up in Studio City.
Tony’s Liquor has stood as a prominent neighborhood institution since 1947 in Studio City, Los Angeles. It has cultivated long time relationships with community members and is trusted due to its long-standing good reputation.
Over the course of the pandemic, Trafecanty has made sure that his store is following all of the proper CDC regulations and guidelines.
“Yea, I had to get signs for my door, I had to put tape on the ground, but what else was I going to do? Let a good opportunity for business pass me up?” — Jim Trafecanty
Jim Trafecanty has been running Tony’s Liquor since the store was handed down to him by his father, Tony Trafecanty, 40 years ago. His intuitive nature could not be fooled by masks, face shields or social distancing. He has persevered through the pandemic and found a way to continue to make lucrative liquor sales.
While sales have been regarded as “excellent” for all products in Tony’s Liquor, an essential small business which was not forced to close over the span of the pandemic, things haven’t been so excellent for those advocating against alcoholism and drunk driving…
Manjula Martin, a criminal defense attorney now working in Oakland, California said “I believe the coronavirus lockdowns are going to make things worse. Just like people are at home, watching TV, not exercising and overeating, they are at home drinking. In a couple of months, drinking can get significantly worse — their addiction will progress, and their tolerance will increase.”
https://www.autoinsurance.org/coronavirus-dui-drops/
Sales have been popping off for Tony’s Liquor over the past 8 months, but the invisible virus still lurks in our society, forcing people to drink at home and inevitably make bad decisions.
Is Tony’s Liquor wrong for selling liquor or is society using liquor and spirits in a detrimental way?
Tony’s Liquor, now open for going on 74 years, is continuing to take advantage of the fruitful liquor industry.
After asking Jim Trafecanty if he felt bad about the recent increases in DUIs and drunk driving incidents, he stated,
“It isn’t like me and my family don’t drink too! It’s pretty nice to have what you like right in the palm of your hands. I just don’t drink and drive, honestly because it’s too crazy out there.”
Tony’s Liquor will continue to be a prominent staple of the Studio City community. With no end in sight in regards to COVID-19 and the pandemic, the liquor sales will continue to roll in, and owner Jim Trafecanty will bask in the joy of money signs and continued liquor and beverage deliveries.
In times of great joy and times of grave despair, liquor has been the friend societies choose to resort to. Tony’s Liquor isn’t wrong for having their doors open to customers, but exactly the opposite! Tony’s Liquor is a business. Business is business. Our society needs to be responsible and held accountable for their actions as they are the ones choosing to use alcohol in an immature manner.
