The capital of Tenerife is home to establishments that have withstood the test of time, facing changes in consumer habits and the rise of online sales. Manolo García, owner of Bar Imperial, one of the oldest venues in Santa Cruz, points out that the lack of parking and the arrival of the tram have altered commercial dynamics, forcing adaptation.
Digitalization has been key to survival. Carmen, manager of Musicanarias, founded in the 1960s, explains that social media presence and the creation of an online store have been essential. This evolution has not been an isolated event but a continuous process to remain visible in today's market. According to the Canarian Observatory of Telecommunications and the Information Society (OCTSI), 60% of internet users make online purchases annually, while only 31% of Canarian companies opt for this modality.
“"Since social media came along, there has been no choice but to get involved if we want to stay afloat."
The resilience of business owners has been crucial in overcoming decades of economic challenges and the COVID-19 pandemic. Carmen Reig, from Musicanarias, recalls the economic collapse of the 1990s, which forced them to close three of their five stores. Decades later, the pandemic tested businesses like Bar Imperial, open since 1954. Manolo considered closing but decided to keep it open for his seven employees.
Others, like Floristería Kentia, found a lifeline in online sales during lockdown. Even traditional bookstores like Ifara Libros, with over 50 years of history, have had to modernize to compete with large platforms, improving their delivery speed, according to Cecilia Chinea, its current manager.
Santa Cruz's nightlife has also changed. Manolo, from Bar Imperial, remembers a time when his establishment closed at 1:30 AM, serving customers leaving cinemas or parties. Now, regulations and new habits of younger generations have reduced nighttime activity. The lack of parking and the impact of the tram have also reshaped customer flow in the city center, as noted by Cecilia from Ifara Libros.
Despite the challenges, community building and customer loyalty are pillars for these businesses. Cecilia highlights that at Ifara Libros, customers become part of the family. Global competition has eliminated exclusivity but has also encouraged these businesses to differentiate themselves by offering personal service and expertise that the internet cannot easily replicate. Musicanarias, for example, has been visited by figures like Brian May of Queen and Miguel Ríos, underscoring its cultural and historical relevance in the archipelago.
