Side-hustle storefronts: Part-time businesses finding success in downtown Rockford

When the push to redevelop downtown Rockford began more than 15 years ago, new bars, restaurants, salons and shops started opening in the heart of the city.

Even after a major recession and a global pandemic, many of those establishments are still open. But that's not to say things haven't changed.

Some recent additions share a unique trait. They're all side hustles.

There are about a dozen businesses in downtown Rockford that are run by someone who also has another job. Owners of those businesses are part of a growing gig economy that started with companies like DoorDash, Airbnb and Uber and has been growing rapidly in the last dozen or so years.

Today, side hustlers are still renting out their homes for cash and driving for Uber, but they're also opening brick-and-mortar businesses while keeping their full-time jobs for a variety of reasons.

"What I enjoy about having my business and a full-time job is the endless opportunities of learning new things," said Judith Goudy, co-owner of Juju Rey's Art Clubhouse at 324 E. State St.

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Goudy, 34, is a Head Start teacher by day and runs Juju Rey's when she's off. Her partner, Rey Bernard, works in management at FedEx.

While they'd like to run the art business full-time someday, they aren't ready to give up their day jobs.

"I honestly enjoy my full-time job," Goudy said.

Half of Juju Rey's is an art center, where families can paint and create. The other half is devoted to video games like PlayStation, Xbox and computers. Goudy said the business coincides with what she does as an educator. With Rey's background, the administration side of Juju Rey's is right in his wheelhouse.

"At my full-time job, I am learning how to work with individuals who are at poverty level and be a positive influence to them and their children," Goudy said. "And with my business, I use those skills that I am learning in my full-time job to ensure overall success."

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Times are changing

Just around the corner, at 110 N. First St., Taylor Hibbler owns Tee Time Esthetics & Wellness, a business she started three years ago.

She had three kids when she opened and built a solid clientele, but things are different today and her business is growing.

And she's since had two more children and has picked up another job driving a bus for a local school district.

"It provides me with an extra cushion," Hibbler said of her work as a bus driver. "And because times are changing, you need that."

Driving a bus allows Hibbler to keep regular business hours and still have time for family. She has no immediate plans to stop driving.

At 30, retirement isn't in her plans either. As long has her business is thriving, she may use it to transition to something else. That may mean selling or holding it for her children.

"My daughter is 13," she said. "She likes to do hair, and she's actually really good at it. So, I don't really know. I love what I do. I love making people feel good about themselves. I love the beauty industry."

According to the Small Business Association, there are more than 32 million small businesses in the United States. More than half are non-employer operations. The majority of those are side hustles.

A 2023 Pinger survey shows that 80% of small business owners opened up shop to make extra money. Others said they had a goal of quitting their day jobs and work for themselves full-time at some point.

"I was working 30 hours a week at a credit union," said Judy Johnson about when her downtown business, Quixotic Bakery, was a side gig and she needed to make ends meet. "We then got accepted into (outdoor) City Market. And that opened us up to a much larger audience."

Extra money, extra hats

Some owners also choose to keep their day jobs for the steady income and cheaper health insurance while they're building their businesses.

S’mores Collectibles & Vintage, a new business that sells retro toys, clothing and video games in the same building as Juju Rey's, isn't a side hustle. But owner Ethan Lundquist says that could change.

Lunquist opened last October after being laid off from the Belvidere Assembly Plant. He said business is steady, but he's still gauging how things will look in the future.

"I've got a two-year lease," he said. "I think two years is going to give me enough time to see if it's viable as a full-time thing."

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Aside from the benefits of extra money and the reward of working themselves, owners say there are drawbacks of owning a part-time business.

Because a lot of part-time ventures do not have employees, owners wear several hats.

"I organize all social media platforms, make all advertisements, do the graphic design, web development and website," Goudy said. "I often am very limited on time for all of that."

Other downtown Rockford businesses that are run by owners with other jobs induce Infinite Soul Vibrations, The 815 Collective, Ground Floor Skateboards (Closing Feb. 4), The 662 Collective and Weekdays Social Club.

Jim Hagerty covers business, growth and development and other general news topics for the Rockford Register Star. Email him at jhagerty@gannett.com.

This article originally appeared on Rockford Register Star: More than a dozen downtown Rockford businesses are side-hustles