Hollister’s motorcycle rally is a boon for some downtown businesses, but it helps others outside the event area as well. Places such as Dunneville Café & Market, about six miles outside the downtown area, get a big boost, too.
“We have a lot more people that are going to be coming in,” said Laura Regentz, one co-owner of a family business at San Felipe and Shore roads. “We’re ordering extra supplies and food and extra staff and all that. We’re not in downtown. It’s a little different. We do see a lot of traffic.”
She explained that Dunneville is biker-friendly throughout the year and that motorcycle enthusiasts often enjoy the “beautiful patio” area. Particularly popular among bikers are tri-tip sandwiches, calamari sandwiches, burgers and beer, she said.
“We’re just looking forward to a busy weekend,” Regentz said. “It’s great.”
For others, though, the rally doesn’t necessarily ring the registers—at least not much more than a regular weekend.
That’s the case for Progresso Tamale Parlor Mexican Restaurant, which actually does better during rodeo weekend at the end of June, said owner Margaret Zuniga.
“We used to get busier when they weren’t parking downtown or when Fremont School had activities,” she said.
Some businesses, such as Johnny’s Bar & Grill in the core of downtown and culturally attached to the rally’s history, don’t have to worry about trends with foot traffic. Johnny’s is named after Marlon Brando’s character in The Wild One and played a role in the 1947 “invasion” of the small town by biker clubs.
Johnny’s owner Charisse Tyson said she expects a busier rally than last year, largely due to improved promotion by a new promoter, ConvExx.
“I think we’ll have a heck of a rally,” Tyson said. “We haven’t had this kind of promotion since we put on a rally.”
To prepare, Tyson said she brought on 30 extra employees. She bought around two months of “product” to make sure she has enough for the weekend. Johnny’s also adjusts by limiting the menu and hosting a breakfast buffet.
“We’re looking forward to a really good time,” she said.
Honda Powersports always tries to cater to a good time. This year, the business is bringing Victory and Indian demo trucks for test rides throughout the weekend. Those bannered trucks are longer than 50 feet each, said Neal Zook, the sales manager.  The business is also going to highlight the Polaris Slingshot, a three-wheeled vehicle that “looks like a sports car,” he said.
“It’s a pretty exciting new product,” Zook said.
Polaris’ biggest hit product, though, is an old, vintage brand—Indian. Zook said the Indian motorcycle appeals to the Harley-Davidson crowd, while other Polaris bikes, such as the Victory, are for the more “adventurous” crowd.
But Honda Powersports recognizes that riders aren’t likely to buy many bikes while visiting town. That’s why the business tries to push what sells, a lot of merchandise such as apparel, he said.
“They’re certainly looking for Hollister memorabilia,” he said.
