Swirling in Success
April 26, 2007
By Rachel Leigh Mays
On December 5, 2005, Beth Ribblett was out for a jog when she passed a vacant corner building that she had had her eye on for some time, now sporting a “For Rent” sign.
At the time, she was working as the Director of Heath & Fitness programs at Ochsner Hospital, though that was about to change. A serious wine enthusiast, Ribblett’s dream and corresponding 5-year plan was to leave the corporate world to open a wine shop. But after Katrina, she and current business partner Kerry Tully contemplated abbreviating the 5-year plan since, as Tully recounts, “Upon losing everything except for the clothes on my back, Katrina taught me to not put things off- just do it! Don’t wait! Take the risk.”
Ribblett knew that the rent sign was her cue to take the risk and ran home to tell Tully the good news. By January, they had leased the wine-shop-to-be, but with five hard months of repair work ahead of them before they could hold their Grand Opening on June 16, 2006. Their marketing, graphic design, and corporate backgrounds together afforded them valuable skills in opening a business.
What’s more, they took on the task of obtaining a liquor license, a laborious task usually delegated to an attorney. Tully explained, “We felt it was important that we represent ourselves to develop personal relationships with the neighborhood board [members].” Typical lengthy Neighborhood Association negotiations led to close ties amongst the various merchants and community members of Faubourg St. John.
Swirl specializes in sensational wines under $20, not to mention a good selection of international beer & ale, premium sakes, gourmet snacks, imported cheeses, fresh-baked bread, glassware and gifts. Frequent events include bi-weekly public wine tastings, private tastings, and fundraisers for charitable causes such as Breast Cancer Awareness Month and the Metropolitan Battered Women’s Program. Ribblett aims to have at least one fundraiser or community service project per quarter.
For Jazz Fest, Cafe’ Degas and Swirl owners have agreed to split the cost to provide evening live music outdoors next to the businesses, following Jazz Festivities.
From a business aspect, Swirl’s success is apparent in their long list of loyal regulars, and an ever-growing clientele. Amidst the chaos and overall uncertainty of NOLA’s future, coupled with our present risky business climate, Ribblett maintains, “I’m an optimist— a realist as well— but an optimist, and you can’t let what might happen bring you down. Plus, there’s so much positive energy here right now.”
The lively intersection of Ponce de Leon and Esplanade is home to a handful of delicious restaurants with unbeatable ambience, good people, and grand times. The cluster of businesses works in cahoots with each other, offering discounts at one establishment in exchange for business at another, along with the corresponding receipt.
A typical soiree could start with a Tuesday night wine tasting at Swirl, perhaps accompanied by delicious Italian treats from neighboring restaurant La Vita. Maybe you’re feeling Swirled out and in the mood for dessert across the street at Lola’s, where you’ll receive a 10% discount with your Swirl wine tasting ticket. And while you’re on a roll, you can zigzag back across the street for a nightcap at Cafe’ Degas.
The future of New Orleans’ recovery relies heavily on the mutual support of community members and local merchants. A cornerstone, quite literally, of community development, Swirl is a model of how each business can help strengthen the urban fabric of a neighborhood to create a strong local economy.
Tenth generation New Orleanian Tully gives her word that no matter what happens in New Orleans, she’s in it for the long haul. Rest assured that you can always get your swirl on at Faubourg St. John’s one and only wine shop. And be on the lookout for a future sister Swirl, very possibly coming to a neighborhood near you.
Swirl
3143 Ponce de Leon St.
New Orleans, LA 70119
11am to 8-ish Monday to Friday
11am to 7pm Saturday
Closed Sunday
Phone: 304-0635 | Fax: 304-0644
www.swirlinthecity.com
info@swirlinthecity.com