York's Short Sands Beach businesses see signs of tourism resurgence: 'They want a summer'

YORK, Maine — Wednesday was only the second day of summer, but the staff at Molly-O’s Restaurant said their weekends have already been the busiest they’ve seen in two years.

“We are probably doing what, especially on weekends, what we do in July,” said Molly-O’s owner Patti Krukoff-Bernier. “We can’t imagine what it’s going to be like if it’s that busy now.”

Businesses all over Short Sands Beach, where many of York’s beach attractions are located, say they look forward to a summer even busier than last year when the vacation spot had its first full season since the coronavirus pandemic began. Business owners say people are more comfortable with COVID-19 two years-plus out from the pandemic’s start, and the United States’ northern border has reopened to Canadian travelers who make up a significant portion of Maine’s tourism revenue.

“Just hearing people speak French, you forget the border’s been closed,” said Kevin Fennelly, who owns Bill and Bob’s Jewelry a few doors down from Molly-O’s. He said it is still early to tell exactly how busy this year will be, as the season really gets going after the Fourth of July, but he is optimistic.

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“We’re coming to the end of COVID. I think people are ready to get out now,” Fennelly said. New this season, Fennelly has opened a second store two doors down called Bill and Bob’s Fine Jewelry that specializes in gold.

Staffing woes a problem for many

Staffing has continued to be a challenge for restaurants and stores around the beach, some saying businesses are overwhelmed at times.

Jared Rosenfield, who owns the Purple Palace, said his signs advertising they were hiring brought no luck this year and that finding a crew came down to the wire just before the season started. He has managed to fill all but one position.

“We kind of make do regardless,” Rosenfield said.

Rosenfield has seen a few businesses at the beach still closed because of staffing. At the Purple Palace, he said they were determined to stay open even if it meant altering the service. He said they have been trying server-less service this year in which customers take a number to order, are served their food but must get their own coffee.

“Some of the elderly regulars, it was a tough adjustment,” said Rosenfield. “Most of them are hip to the new way of things. It took a couple of times. They’ve stuck with us. We’re very happy for that.”

Beth Duckworth, manager at The Goldenrod, said staffing has been a challenge for the last couple of years and caused them to start opening at 11 a.m. rather than 8 a.m. The Goldenrod, which has been in business since 1896, is known for its breakfast in addition to its candy, including its taffy.

Duckworth said The Goldenrod is bouncing back at serving breakfast this weekend, opening at 9 a.m. on Saturday and Sunday. If it works out, they will do it again throughout the summer.

“We’re hoping to compromise by doing it just on weekends,” Duckworth said.

York Beach a place for family and tradition

York Beach is known to be a quieter resort area than places like Hampton Beach, which Krukoff-Bernier said has a little more hustle and bustle. York, she said, lacks the day-trippers Hampton sees, making it even more focused on families that return year after year.

Those family traditions go back almost as far as some of the beach’s oldest businesses. In addition to the Goldenrod’s 126 years, the Purple Palace has been there for 76 years, Bill and Bob’s for more than 50 years and Sweet Josie’s Candy Shoppe for 35.

Sweet Josie’s owner Jose Perez is optimistic that 2022 could be a positive year for the beach following the last two years of the pandemic. He said last summer saw some tension among beachgoers over the national political climate, including guests criticizing his employees for either being too protective against COVID-19 or not protective enough.

“People coming in the door and yelling about too safe, not safe enough, doing it to 14- to 25-year-old girls,” Perez said. “It was really challenging for me.”

This year, he said beachgoers seem less preoccupied with political views and more focused on enjoying being someplace fun. He said there are still some changes in place, like the shift from his store’s self-service model to having staff hand customers their candy. However, he said, 2022 could be one step closer to normalcy for York Beach.

“They just want to come out. They just want to have a summer. They want to have fun. They want to remember how things were,” Perez said, “And I think that’s what’s happening this year, knock on wood.”

This article originally appeared on Portsmouth Herald: Maine Vacationland: York Short Sands Beach welcomes back tourists