Ease on Down Thurston returns to the 19th Ward to promote local Rochester businesses

Rochester Democrat and Chronicle

Charlotte Burch, a small-business owner and president of the Thurston Brooks Merchant Association, distributes balloons to businesses participating in Ease on Down.

Charlotte Burch has dedicated the last 20 years to advocating for Rochester small businesses as president of the Thurston Brooks Merchant Association.

Which is why, for the 12th edition of the Ease on Down event, Burch's goal is to create a fun, family-friendly event that inspires Rochester's community to support itself.

"The event is a weeklong community promotion that the businesses put on to thank the community for shopping with them. Everyone is welcome," said Burch.

From hair salons to car garages, and even Burch's own Sensuous Satiables Aromatherapy & Gifts store, Burch confirmed that over 65 businesses and vendors are participating in Ease on Down Thurston.

The event will run from 10 a.m. to 6 p.m .Saturday, May 21, through May 28, on Thurston Road between Arnett Avenue and Brooks Avenue.

From 2021: Explore Rochester 19th Ward small businesses during Ease on Down week

So far, participating businesses and organizations include:

19th Ward Community Association
James Crowley Plumbing & Heating
Unc's TRUNK
Ali's Tailor & Retail Shop
Debbie's Sweet Potato Pie
Paula Howard's Essentials
Elegant Hair Design
DaVine Hair Design Suite 4
T Diamond Lashezz
Chell's Liquor Store
Light It Up Smoke Shop
Thurston Garage
Maureen's Magic Touch
Sensuous Satiables Aromatherapy & Gifts
YMCA Active Family Center
Noetic Learning Center
Colleen M. Gordon, DDS
Laundry on Arnett
His Branches
The Arnett Cafe
Arnett Branch Library

Follow the silver balloons

The main event of Ease on Down Thurston is the return of the card game. Families and groups will receive one card to participate in the game.

All players have to do is follow the giant silver balloons all around Thurston Rd. Players will receive a color sticker — blue, green, orange and red — at each station, and once the game card is complete, they have to "ease on down" to 567 Thurston Rd. to claim their prizes.

The official game card for Ease on Down 2022 includes all participating businesses. Players are encouraged to follow the giant silver balloons to obtain stickers. Once all stickers are collected, the card has to be dropped off at 567 Thurston Road to collect prizes.

There are three levels of prizes, each depending on the number of color stickers the players obtain.

Burch believes that the official card game will incentivize people to support the businesses on Thurston Rd.

"It’s an excellent time for businesses and neighbors and residents to get to know each other, and the array of products and services that are available in the local community," said Burch.

Natalia Rodríguez Medina is a bilingual reporter covering the Puerto Rican and Latino population for the Democrat and Chronicle in partnership with Report for America. Follow her on Twitter at @nataliarodmed or email her at nrodriguezmedina@gannett.com. You can support her work with a tax-deductible donation to Report for America.