CALL 'EM 'TCHOTCHKES'.

Byline: BOB QUICK

Even in the toughest of economic times, Eliot Kohen's clients find something they're willing to buy from his "ideas showcase," a colorful catalog of promotional items brimming with everything from mugs and pens to letter openers, chocolate and "good luck" bamboo shoots.

Kohen calls them tchotchkes -- a Yiddish term that translates as knickknacks or trinkets.

Selling them to a wide variety of clients is how Kohen has made his living for the past 30 years.

It started with a business partnership between Kohen, who had moved to Santa Fe from Colorado Springs in 1979 to pursue an advertising career, and David Ward, a radio ad salesman.

The two partners started Arriba Specialty Counselors. "We ran it together until Dave retired," Kohen said. "It started off spectacularly, which was a great surprise to us. ... It was a very good business."

Kohen later changed the name of the business to Great Ideas in Advertising, which is the name it still carries.

Items the two men sold ranged in price for $1 -- magnets, poker chips, toys -- to $25 and more -- inflatables, Maglite key holders and plaques.

In addition to his catalog items, Kohen also offered his clients silk- screen and embroidery, both done by an Albuquerque company. Since the manufacturer is so close by -- and not in China or India -- "I have real control of the quality," Kohen said.

Among Kohen's major clients are Christus St. Vincent Regional Medical Center, the Bureau of Land Management, both in and out of state, and advertising agencies in Santa Fe and Albuquerque. The Santa Fe Convention and Visitors Bureau also does business with Kohen.

"Many clients have been with me all along," he said.

One of Kohen's clients is Big Brothers Big Sisters of Northern New Mexico.

"We've worked with Eliot for several years, and our experience has always been wonderful," said Lisa Breitsprecker, chief development officer at the nonprofit.

"Eliot is one of those guys who makes sure he brings every bit of information to a meeting," she said.

"And he's always looking to save money for us, which is very important for a nonprofit."

Breitsprecker added: "He's such an all-around great guy."

Also, the colorful coffee mugs at two popular Santa Fe restaurants, The Pantry and Flying Tortilla, are provided by Kohen.

After Ward, Kohen never had another business partner, although he did have independent contractors work for him. "But you know what they say -- you're hiring your next competitor," he said.

In this sluggish economy, "people are cautious" in how they spend their money, Kohen said. As a result, "I haven't had much increase in sales," he said. "But not much decrease, either."

When asked about retirement, Kohen shrugged his shoulders. "I like what I do," he said. "I see no reason to do anything else."

In addition to his ad business, Kohen is a concerned citizen and prolific writer of letters to the editor of The New Mexican.

"I find it's a nice way of expressing myself and being a part of the community," he said.

Kohen's peeves include the city's red lights, which seem to be programmed to hold up traffic rather than ensuring it flows smoothly.

"Can't they find somebody to synchronize the signal lights?" Kohen asked.

Back in 2003, Kohen became irate when he read about a driver who had been arrested for drunken driving

10 times before a crash that left a man with a broken foot and his wife in a coma.

Kohen said the driver in the case had driven for 20 years without a driver's license and had spent less than two weeks in jail for his previous DWI arrests.

Kohen created a bumper sticker that said, "Friends don't let friends drive drunk ... bad judges do."

"I'm furious with these judges for letting these people go," Kohen said at the time.

Contact Bob Quick at 986-3011 or [e-mail].