A supply store’s vintage red sign has been a Harrison Avenue mainstay for decades even as old retailers like Sears and classic H-E-B stores have come and gone from one of Harlingen’s long-standing thoroughfares. 

The white letters on a red backdrop that say “Valley Barber & Beauty Supply” had faded over the decades but they have recently received a new shine. The over 100-year-old business had seen its outdoor signage fade with the passing years, not to mention the unrelenting South Texas sun, but as it turned out, help was on the way.

The Harlingen Economic Development Corporation kicked off its Revitalize Harlingen program early this year. With an eye toward helping small businesses like the beauty supply store, the matching grant program focused on the city’s downtown and adjacent areas. These include Harrison, Jackson, Van Buren and Tyler avenues, along with F Street.

James Lopez is Valley Beauty’s fourth-generation family business owner. He knew when hearing of the program that it was something that would benefit his store. His $10,000 investment in signage, shelving and flooring improvements was matched by the EDC. Lopez shows before and after photos of his signage facing Harrison. The vivid improvements have led to customers coming into Valley Beauty for the first time, he said.

“Our business has become more noticeable,” Lopez said of the store’s improvements. “It’s great for the city to be doing this. It’s going to help businesses like ours.”

The revitalization program is proceeding as intended, said Beverly Loftus, the EDC’s interim chief executive officer. Seventeen businesses have been approved thus far for participation. Helping small businesses in an older section of the city that have seen visual decline is the program’s initial goal, Loftus said.

“The program can help restore a sense of vibrancy and community spirit,” she said. “This revitalization program can breathe new life into small businesses in this area by implementing site improvements.”

Needed Boost

The Valley Beauty Supply store is an active business. Its customer base spans South Texas from the Rio Grande Valley to Laredo to Corpus Christi.

The store supplies barber shops and beauty salons with the essential items they need to serve their customers. Styling tools, hair care and skin care products are neatly stocked, ready for delivery and for walk-in customers. The supply store has kept up with the times when it comes to maintaining its customer base, but the visual appearance needed major improvements, as did some of the basic infrastructure like shelving and flooring. 

That’s where the revitalization grants came in handy. The red lettering against a white building façade looks brilliant after a recent paint job, with the iconic sign showing a new luster of its own. Inside the store, new shelving in a warehouse area shows another portion of the business where the revitalization grants are making a difference. 

Lopez said the recent visual and infrastructure improvements at Valley Beauty Supply are the first ones made in decades at the business. It has provided a much-needed boost for a local legacy business.

“I knew we needed to jump on this,” he said of the revitalization program. “It’s a great move for the city.”

Expanding Program

Two streets over on West Jackson Avenue, Lori Rogers says the same for her Rio Grande Valley Arts Studio.

Rogers’ nearly 30-year-old business needed roof repairs and she is using a $10,000 EDC grant to cover a portion of that expense. The multifaceted business that offers arts, dance and karate classes covers well over 10,000 square feet. Dreading possible leaks after a heavy rain is a thing of the past and Rogers is grateful for the city’s support.

“To have Harlingen reach out of us is such a blessing,” she said. “It means so much to have that support from your city.”

Harlingen Mayor Norma Sepulveda said the improvement grant program that matches up to $10,000 in project costs is a concept that can see expansion elsewhere.

“I look forward to seeing this program succeed and expanding it to other areas of Harlingen,” the mayor said. “This initiative will revitalize small businesses in the city of Harlingen.”