By Clyde Noel

Dennis Rich’s clothing store in downtown Los Altos is closing. It joins many other retail establishments that have departed Main Street — or plan to in the near future — including Calla women’s clothing and GNC nutritional center.

“I’m closing because there isn’t enough traffic to support a men’s store in Los Altos,” Rich said. “There are days the only people walking past the store are going to get a cup of coffee.”

It is the same story at GNC. There isn’t enough traffic to pay the rent.

“Subway has made me an offer, and I turned it down,” Rich said. “I know of several other retailers who also said no to Subway. Los Altos could turn into a place for low-end fast-food restaurants.”

“You can’t afford to pay $3.50 a square foot when nobody comes in the store,” said a prominent retailer who wished to remain anonymous. “For the past several years the rent is way overpriced for the amount of traffic on the street. It doesn’t equate.”

Los Altos Village Association Director Ted Garrett said he is doing everything to increase foot traffic and make the village sparkle.

Several weeks ago, Garrett paid $528 to the city of Los Altos to appeal the planning commission’s grant for a use permit for Quiznos restaurant at 208 Main St.

“LAVA considers the Quiznos application to be in violation of various aspects of the zoning vision statement. Another low-end fast-food outlet would violate Code 14.48.020, since it would not retain and enhance the downtown Los Altos village atmosphere and is not consistent with the look and feel of the village.”

No matter what the decision by the city council, Subway is scouring Main Street to move in.

At the last village association meeting there was a discussion on the direction of the village, given the problem of retaining businesses in downtown Los Altos.

Of most concern is the possible closure of five Los Altos restaurants that are currently for sale. Other cities like Palo Alto, and most recently Mountain View, have new restaurants opening by the month.

Garrett is concerned over how to increase foot traffic for the upcoming holidays.

“I am trying to recruit businesses and trying to retain our present retailers by promotion,” Garrett said. “LAVA will spend $8,000 for radio ads, and we will be switching the holiday lights on early.”

Garrett is also working with property owners to keep retailers in town and maintain the village atmosphere.

“Los Altos Hills and Los Altos residents do a lot of their buying in neighboring cities, and LAVA has to do everything it can to change their thinking,” he said.