A new Starbucks opened to much fanfare in September, the clothing shop Indigo joined Bella as its sister store in October, J. Crew replaced the Gap in February, the restaurant Mai Thai transformed into Thai Orchid this month and tapas bar Candela will succeed the former Rosey Jekes basement cafe in April.
Murphy's on the Green and Three Guys Basement Barbeque owner Nigel Leeming said new shops will compel businesses to adopt the best possible professional services and innovative marketing strategies to survive in the "Darwinian competition."
The principle of "survival of the fittest" is now more pertinent than ever, as both the number of restaurants in town and their rents substantially increase, and as customers become more educated about choosing certain products over others, Leeming said.
Leeming, a Hanover restaurant owner for 21 years, said he does not believe the nationwide recession has significantly affected Hanover businesses because the local market is fairly insulated. Outside visitors may have decreased, but Hanover storeowners enjoy a constant base of local residents and Dartmouth students, families and alumni who frequent their establishments, he said.
Everything But Anchovies marketing and catering manager Danielle Paro said that while few national chain restaurants have been established in Hanover, she would find it very difficult to compete with well-known name brands like Chili's because they offer greater brand recognition and marketing budgets.
She said that Boloco, a regionally based chain, is not a threat because its offerings are very specific.
Molecular and cellular biology graduate student Yash Patankar said that in the three years that he has studied at Dartmouth, students seem to compose the majority of Main Street's customer base.
"Hanover is Dartmouth," he said. "Most of the Hanover businesses are very much fueled by people affiliated with the College."
The addition of name-brand stores like J. Crew and Starbucks will not fundamentally alter Hanover's composition, Hanover Inn general manager Joseph Mellia said.
"Of course, I wouldn't want to see this town become corporate America versus business-owner operated," he said. "But I don't think brands like J. Crew and Starbucks are going to get out of hand."
Community members pointed to Starbucks and Dirt Cowboy as an example of the differences between local and nationally-run businesses.
The prices for national and local Hanover coffee shops, including Starbucks, Dirt Cowboy and Morano Gelato, are comparable and do not affect where Patankar goes for coffee, he said. A large cup of brewed coffee costs $2.25 at Starbucks, while its equivalent at Dirt Cowboy is $2.10.
Juan Sanchez '13 said he prefers Dirt Cowboy to Starbucks because of its quality, service and prices.
Sam Reckford '13 praised the concentration of small businesses in White River Junction, but said Hanover has begun to lose its local character.
"In Hanover, it's not like it's Disney World, but I'd much rather spend an afternoon in the Dirt Cowboy than Starbucks," she said. Main Street used to have a small grocery store and a hardware store when French and Italian professor Kathleen Wine first began teaching at the College. In the 30 years since, Wine said she has seen an overall trend toward high-end national brands over small local establishments.
"I think it's a sad trend anywhere," she said. "So many places both in America and abroad are losing their local characters."
Mellia, who has managed the Hanover Inn for two years, said adding national retail stores like J. Crew complements existing stores. J. Crew sells the style that students demand and serves a necessary role in the local community, he said.
J. Crew's opening does not represent a marked departure from its predecessor Gap, as both stores have similar styles and prices, Bum Sun Jun '14 said. Since most of his friends at Dartmouth are relatively well-off, he said he has not gotten the impression from any of them that the new national brands are any less affordable.
Although new businesses have brought with them increased competition, Mellia believes they will draw more tourists and Upper Valley residents. The Upper Valley's continuous growth introduces a wide variety of industries, which benefits the hotels, restaurants and retail stores in the region, he said.
National brands like J. Crew and Starbucks do not necessarily make Hanover less affordable for local residents and Dartmouth students, Mellia said.
"The good thing about the opening of new businesses is that customers have more options," he said. "Customers are the ultimate indicators of whether prices are too high."
Not all students agree with this rosy outlook. Reckford said Hanover businesses are "completely unaffordable," though restaurants are more reasonably priced than clothing stores.
