Street Fair Is Held for Business’ Sake : Sherman Oaks: Thousands attend the 2-day event promoting Ventura Boulevard stores.

Five months after the riots, the National Guard took to the streets of Sherman Oaks on Sunday.

No need to worry, though. The Guard was busy recruiting soldiers and chatting with curious passersby at the Sherman Oaks Street Fair and Carnival.

“The fair gives us an opportunity to display what we do in a less tense environment,” Maj. Chris Hood said before the event began.

While Guard soldiers tried to draw volunteers, more than 100 merchants used the second annual event along three blocks of Ventura Boulevard to promote businesses that have been suffering because of a sluggish economy.

The event closed down the boulevard, often referred to as the San Fernando Valley’s main street, and attracted thousands of people.

As fair-goers wandered past booths selling everything from rhinestone-studded straw hats to “I Love Lucy” T-shirts, more than 600 volunteers from the Greater Sherman Oaks Chamber of Commerce and five elementary schools worked to monitor parking and solve any problems that arose.

The event, organized by the chamber, went smoothly Sunday, Los Angeles police said in the early afternoon. However, there was a shooting in the area Saturday about 10:50 p.m. after two groups of young males had an argument at the carnival that preceded the fair, Lt. Tom Mears said.

Although details are sketchy, police said both groups left the carnival, which was held in the parking lot behind Tower Records, and went to a nearby alley.

One male armed with a handgun shot another male in the chest, Mears said. The victim was taken to a local hospital, where he was listed in stable condition, Mears said. As of Sunday night there had been no arrests, he said.

“I hope that the good spirit and goodwill this fair has created in the community will not be outweighed by one incident,” said Jeff Brain, chamber executive vice president. Brain said the chamber did not get the contingent of officers agreed to by the Los Angeles Police Department on Saturday night. He said the chamber expected two patrol cars, each with two officers, and four officers on bicycles. Instead, the chamber received only three officers on bicycles, according to Brain.

Mears said he did not have enough information to comment on Brain’s assertion.

Richard H. Close, president of the Sherman Oaks Homeowners Assn., said he believed such problems could be prevented next year by shortening the carnival hours and adding more security. Close--who had raised concerns about the event before its first year of operation--said, however, that he did not believe the incident would jeopardize the fair or carnival.

Fair-goers seemed oblivious to the incident, happily listening to music and browsing through the displays. Merchants said they hoped that the fair would boost business that has plummeted as a result of the recession.

Members of a dental group in Studio City offered toothbrushes and dental floss emblazoned with their office’s name. “Hygiene schedules and dental schedules are not as full as they’ve always been so we’re out here trying to get people to come in,” spokeswoman Judy Davis said.

The promotion worked with at least one fair-goer.

“I just moved from Orange County and I don’t have a dentist out here yet,” said Scott Warneck of Sherman Oaks, who said he would consider patronizing the dental group.

A block away, Sabine Whitmore offered haircuts on the sidewalk to advertise her salon, where business has dropped about 40% in the past two years.

“They stretch their haircuts longer and make their perms last longer and stop getting their nails done,” she said as she snipped a woman’s hair. “Hopefully, I’ll get a boost in clientele.”

Meanwhile, the Insomnia Cafe, a Ventura Boulevard coffeehouse that has been the object of noise and parking complaints from neighbors, set up a booth to sell cappuccino and cookies. One of the owners, Michael Pulwer, said he hoped the cafe’s participation in the street fair would help win over some of the cafe’s critics.

“I hope that some people who seem to think we’re doing terrible things on Ventura Boulevard will come see what we are,” he said.

About a block away, the Sherman Oaks Billiards Club arranged with a pool table manufacturer to set up a table on the street for people to try a game. The club is trying to promote a wholesome image.

“The only reason I came here is public relations,” one of the owners said. “We want to show that it’s a family place.”