Date: Fri 08-May-1998

Publication: Bee

Author: KAAREN

Quick Words:

business-Picerno-town-line

Full Text:

Convenience And Congeniality At The Town Line

(with photo)

BY KAAREN VALENTA

When Russell Picerno opened his new business, Town Line Convenience store, on

Route 25 on the Newtown-Monroe border, he practiced what he always preached.

"I hired the young to work in the store," he said. "I pay them adult wages and

I expect them to be adult. I know I am taking a chance, but I believe that if

you give kids a chance, they will reciprocate by doing a good job."

Before he spent several months gutting and renovating the building, it housed

a motorcycle repair shop and, earlier, a liquor store. But now the inside

sparkles with white tile floors and walls, and light oak cabinets.

"I had to rebuild the whole place," he explained. "I started last November and

finally opened March 6. And I've been busy ever since then."

The timing was good, too. The nearby Crossroads Market had closed as had

Scoops Ice Cream just across the town line in Monroe. So when Mr Picerno had

the inspiration of stocking six flavors of Micalizzi Italian ice, the crowds

began showing up every day that the temperature topped 70.

"I've only been open five weeks, and I've already used all but a half dozen of

the 600 cups I started with," he said. "I go to Bridgeport to pick it up.

Besides cups, I'm selling the [Italian ice in] 2«-gallon pails for parties at

$24, the same price you'd pay if you went to Bridgeport to get it."

A resident of Newtown for the past three and a half years, Russell Picerno

lives on Surrey Trail with his wife, Patricia, and their four children:

Michelle, 18, who is a sophomore at Southern Connecticut State University;

Kenneth, 8, and Lauren, 6, both students at Middle Gate School; and Victoria,

4, who attends Wesley Learning Center in Sandy Hook.

Mr Picerno is a volunteer fireman with the United Fire Company of Botsford,

where he serves as the chairman of the fire company's ways and means

committee, responsible for fundraising events. He organized the fire company's

popular carnival, held recently at the high school, and other projects

throughout the year. He is also a cubmaster at Middle Gate.

Mr Picerno is well-known to kids around town as "the balloon man," for talent

at twisting balloons into fanciful animal shapes. He can frequently be seen at

school and fire company events as well as at My Place restaurant, where he

works as a waiter -- and balloon man -- on Thursday through Saturday nights.

"Newtown is a great town, but there just isn't enough to do for kids," he

said. "There are a lot of things we can do with kids. Obviously, we aren't

doing it yet. There isn't even a late bus for after-school activities at the

high school. I've got lots of ideas about what I'd like to see happen in

town."

To figure out just what his customers would want in a convenience store, Mr

Picerno did a survey during his first few weeks of business, asking customers

what he should stock. There is something of everything, from health care and

household products to party goods and both packaged and fresh foods. On a bed

of ice in a cooler are freshly made sandwiches, salads, fruit cups, vegetables

and dip.

"We have egg sandwiches and the best hot dogs," he said. "And just about every

[non-alcoholic] drink in the world."

Cigarettes are priced at $2.17, the state minimum, to draw customers -- but

not those who are underage.

"I emphasize to my staff that the law is you must check the identification of

everyone who is under 27 before selling them cigarettes," he said. "If they

fail to do it, and get caught, there is a $500 fine -- about a month's wages

for most of my part-time staff."

Mr Picerno has plans to expand this summer. An area adjacent to the store is

being excavated and paved to provide space for five picnic tables with

umbrellas. The store is open from 6 am to 10 pm Monday through Friday and 7 am

to 10 pm on Saturday and Sunday. For more information, call 426-8929.