MEDFORD, Ore. — Most southern Oregon businesses are about a week into reopening their doors during Phase 1. But the doors at Ruby's on Genessee are opening for the first time ever.
It's not something most people were probably expecting to see as local businesses deal with the critical financial impact the coronavirus has had. But on the corner of Genessee and Jackson Streets in Medford, there was a different outlook.
"There's always opportunity in change," Christian Senf, the owner of Ruby's on Genessee and Ruby's in Ashland, said. "Whatever things are in flux, new things will rise to the top."
And as crazy as it may sound, it's not actually an ill-advised move. One local business adviser actually thinks the right business could really succeed by opening during this global crisis everyone is living in.
"I really think that there's good opportunity here for people that are looking to hustle and to build something with the opportunity of establishing relationships with potential clients," the director of Southern Oregon University's Small Business Development Center Marshall Doak said.
It was a calculated risk Senf was willing to take.
He had been planning the opening of Ruby's on Genessee for almost a year and signed the lease for the building this past January. Senf said they were lucky because they had an established clientele from the Ruby's in Ashland, but opening the one in Medford was still a mixed bag.
"I was excited, but... the anxiety about it was pretty overwhelming," Senf said. "But now that we've settled into our routine, we've been open for about a week now."
Senf is encouraging customers at both Ruby's locations to call ahead or order online to limit the number of people in the dining area so that employees and customers can practice social distancing.