Soldiers expected to spark sales
Merchants anticipate effect of 4,000 troops
By David Burge
12/12/2007

Some local businesses are already seeing an increase in sales from soldiers returning from Iraq, and most are optimistic that the roughly 4,000 troops who are expected to return by Christmas will have a major impact on the economy.

"We expect more opportunities for the local economy in terms of services that are needed for the influx of these troops," said Hispanic Chamber of Commerce Chief Executive Officer Cindy Ramos-Davidson.

Since mid-November, 1,200 members of the 4th Brigade Combat Team, 1st Cavalry Division, have returned to Fort Bliss after serving in Iraq, Fort Bliss officials said. An additional 2,800 are expected by Christmas.

Joe Villa, owner of Alicon Builders, which remodels homes and does construction work at Fort Bliss, said the return of the 4-1 Cavalry would have a "tremendous impact" on the El Paso economy, especially the Northeast.

But the main impact will probably be felt starting in about 30 days after the soldiers "settle in with their families," he said.

Christine Besikof said her husband, Spc. David Besikof, wanted a four-wheel-drive vehicle when he returned from Iraq on Monday, so she bought a Dodge Durango last week.

"It's not a surprise," she said. "I'm sure he's seen the (online bank) statements. We are just glad they are coming home and they don't have to go back."

Local hotels, especially near the airport, report a modest increase in business from out-of-town family members coming to El Paso to see their soldiers return from Iraq.

Mike Shoffit, president of the El Paso Hotel Motel Association, said hotels were seeing a "few relatives but nothing substantial."

Celia Dubrule, general manager of the Courtyard by Marriott, said the 90-room hotel has seen a "decent increase" in business from out-of-town relatives of soldiers.

"It's noticeable," she said.

But Rich Cane, vice president of the El Paso Hotel Motel Association and a partner in five local hotels, said, "We haven't seen much impact at all."

Leo Duran Sr., president of the El Paso Restaurant Association and co-owner of L&J Cafe, said the soldiers returning from Iraq would "help the bottom line for the month of December."

"What better time to have them back?" Duran asked. "They'll be out in the community and eating out. It will definitely be a shot in the arm. I kind of think the economy has been a little sluggish this year."

Tony Hernandez, co-owner of Lighthouse Coffee Co., which has two El Paso locations, including one in the Northeast, said he's seen an increase in sales for the past week and a half.

"It's hard to nail down," Hernandez said. "I don't know if it's the colder weather or the return of the 4-1 Cav."

Hernandez, however, said the soldiers would will be great "for the Northeast, but also for the whole city, too."

Kenny Ley, a retired Army pilot and co-owner of the East Side Batteries Plus franchise, said lots of soldiers live near his store and he's already seen an increase in business.

"First, I'm happy to see them arrive home safely," Ley said. "Second of all, I look forward to serving them."

Cindy Foght, area director of strategic marketing for Cielo Vista and Sunland Park malls, said most returning troops were spending time with their families right now.

"And that's what it's all about," she said.

She expects that returning soldiers will shop with their families later this holiday season and contribute to sales at the two malls.

John Benton, general manager of the new Outlet Shoppes at El Paso, said the shopping center has had a "steady stream of military shoppers since it opened, but I haven't seen any recent spikes."

David Burge may be reached at dburge@elpasotimes.com; 546-6126.
El Paso Times reporter Daniel Borunda contributed to this story