Roof collapse not enough to sideline Sidestreet Boutique for long

SOUTH LAKE TAHOE, Calif. - Barbara Parina remembers March 5, 2023, very well.

"The chandelier was swaying and there were cracking noises coming from the roof," said Barbara, the owner of South Lake Tahoe's Sidestreet Boutique. She knew it was more than nearby avalanche control cannons but was not exactly sure what was happening. She got the customers out and closed up.

At 10:58 p.m. that evening, the cameras showed her what was happening - the roof above Sidestreet Boutique collapsed and the sprinkler system cracked, sending massive amounts of water into the store.

Water poured over the coats, boots, dresses, jewelry, and everything inside was gone. In the end, $1.9 million of inventory and store items were ruined.

"It was devastating," said Barbara. "I never thought this would happen."

Parina has owned Sidestreet Boutique for 51 years, almost all of those spent in what was previously known as Crescent V Center and is now called the Village Center.

Her customers became friends and she'd see generations inside Sidestreet. Births, graduations, and weddings were celebrated at the store and it's those contacts she misses the most right now.

"I miss my customers," said Barbara. "We have the best customers and they've become friends."

People would pop into the store when they arrived in town to say hi, often before they even checked into their hotels. They'd call and check in - an extended family nurtured over the decades.

The phones have been down at Sidestreet and they will be getting all phone calls directed to a cell phone by next week. The same number will be used, 530-544-3315. Barbara said she wants to hear from customers.

As soon as Barbara and her staff could get into the red-tagged building they began the hard process of inventory in several inches of water. It was over a week of 8-9 hour days taking count of the quality merchandise and designer labels the store was known for. Layaway items were stored at Barbara's house so not damaged so anyone with a layaway should give her a call. Seven years of paperwork had to be moved out quickly to dry out as well. Their landlord quickly rented storage units to contain what could be removed (none of it was clothing), one unit for contaminated items, the other for that paperwork spared.

A salvage company came in and removed everything from cash registers to flooring, and almost everything contained within the 12,000 square feet of space.

Even though the store is not bringing in any income, Barbara has been paying the four longtime key staff members their regular salaries. She said she'd do it as long as possible.

"I love my employees," said Barbara.

Prom season is almost here, and Sidestreet Boutique served as the local place the young men would get their tuxedos for the big night. Staff is going to try and have a remote location, possibly at the high school, to get tuxes to the teens.

Sidestreet has now experienced the three big C's - COVID, Caldor, and Collapse, but this is only a setback and they'll be back. Barbara hopes it will take about six more months, but they are still waiting for permits to get started on the roof and interior. She said their landlord has been great to work with and now it's just waiting for permits so they can start rebuilding the South Lake Tahoe institution.