Santa Rosa retiree returns to volunteer post as Salvation Army bell ringer

For the past four years, Bill Flohr has been a consistent presence outside a Santa Rosa grocery store, ringing the Salvation Army’s iconic bell during the holiday season to raise money for the group’s charitable efforts.

Flohr, a 74-year-old retired, self-employed businessman, spent three years outside the Lucky market in Montgomery Village. But this year, he can be found outside the Safeway on Yulupa Avenue in Bennett Valley. He volunteers six days a week for six hours over two shifts each day - one shift starting in the morning and one starting in the late afternoon.

It’s a busy schedule for Flohr, who is the son of longtime former Santa Rosa police chief, the late Melvin “Dutch” Flohr. But he’s happy to keep it up.

“I just want to help other people - help needy people, and the Salvation Army is a great way to go,” Flohr said.

Flohr made a unique impact last year by asking passersby trivia questions about the classic 1946 film, “It’s a Wonderful Life.” One of his questions, about what happens in the film every time a bell rings, was particularly fitting, given his volunteer duty. (The answer has do with angels and wings.)

Flohr said he spent $140 on candy kisses that he would give to children, with their parents’ permission, who participated in the trivia. This year, he’s asking questions about the 2004 film, “The Polar Express.”

Flohr raised $4,500 ringing the bell in Montgomery Village last year, he said. His spot in Bennett Valley is busier and people there seem to be donating larger amounts of money, he said, although he only started out this past week.

It was longtime Salvation Army volunteer Russ Swart who got Flohr into helping with the group’s annual holiday fundraiser. Flohr and his wife would encounter Swart when they visited the Bennett Valley Starbucks, and after encouragement from his wife, he talked to Stewart about how he could become a bell ringer, too.

Flohr volunteers with the Salvation Army throughout the year by giving food to needy people. He’s not a member of the Salvation Army himself, but sees volunteering for the organization as a way to give back to his community.

“I’ve always been involved in this sort of thing,” Flohr said. “This is just a perfect fit for me.”

The Salvation Army is still looking ?for volunteer bell ringers in the Santa Rosa area. The organization needs about 600 people and had only about ?200 signed up earlier this week, according to Jennifer Freitas, volunteer coordinator for the Salvation Army’s red kettle program.

The organization hopes to raise $180,000 in the area this year, Freitas said. Interested volunteers can contact her at 707-535-4251.