Sign outside of Rouge Beauty Parlor, 1214 Ave. K. (Photo by Travis Davis)
By Travis Davis
COVID-19 has brought about many economic challenges to Lubbock businesses, with not even
local staples and fan favorites being safe from the negative impacts of the pandemic.
Located across from the Texas Tech campus, Now We Taco’n Taqueria–located at 1021 University Ave.–is a family-owned restaurant that has taken a heavy economic blow from the pandemic, according to its owner and member of the staff Albert Gutierrez.
“To put it as blunt as possible, things are a lot different this year, from this time last year. We were
showing nothing but growth. This time this year, we are just trying to stay open,” Gutierrez said.
According to Gutierrez, a significant amount of money has come from his family, and his own
pocket in order to keep his restaurant afloat and to keep his employees paid.
“They have received a paycheck this whole pandemic, it’s been my family and I who have
financially taken a hit of making sure everybody else in our organization is OK,” Gutierrez said.
Lubbock citizens have every right to feel uneasy about being in public and eating in restaurants.
The next step in recovery is making people comfortable to be in public spaces again, according to
Gutierrez.
Photo by Travis Davis
“The last two or three weeks have been remarkably better, but without the students, the place
across the street from campus is essentially nothing,” Gutierrez said.
Haylee Gregory, cosmetologist at Rouge Beauty Parlor–located at 1214 Ave. K, said she can attest to the financial struggles brought upon by the COVID-19 pandemic.
“A lot of clients are scared to come in, so my business has slowed down about 72%. It is a big
number. I did all of my taxes from this year and last year and it’s crazy,” Gregory said with a
laugh.
Despite this financial impact, Gregory said she remains hopeful.
Photo by Travis Davis
“A majority of my older clients have actually received their first or second vaccine, and I am now
seeing clients that I haven’t seen since before November when we had that huge spike,” Gregory
said.
Given time and an increased number of distributed vaccines, the experience at the salon will
greatly improve, according to Gregory.
Gutierrez, said that in times like this, exposure is everything.
“It’s stuff like this that helps small mom and pop businesses like you would never believe, so we
really do appreciate it,” he said.
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