With a new motorcycle rally era under way, the city has an
opportunity to keep Hollister forever on the map as the
”
Birthplace of the American Biker.
”
With a new motorcycle rally era under way, the city has an opportunity to keep Hollister forever on the map as the “Birthplace of the American Biker.”
The bikers returned, and the rally’s road is uncertain but potentially long and prosperous.
To find that place, we must keep the bikers coming back to this wounded, yet rejuvenated Mecca. A logical way of doing that? Market that history through a year-round biker museum.
The first step, though, is sustaining and building on the prior rally’s tradition – that of recognizing the events of 1947, of honoring the transcendence of biker lore, of glorifying Hollister as the place where it all began.
Drawing them all back for that one weekend requires an adjustment to this year’s comeback event. Motorcycles must be the focus. With or without the rumbling stream of Harleys cruising down San Benito Street of previous rallies, organizers have a chance to acknowledge the 2007 event’s flaw and find somewhere to draw the masses who come for the bikes.
The second step is compelling more in that same target audience to return throughout the year, to have something more enticing than a scenic ride and hot cup of coffee waiting at their destination.
The natural attraction with potential to reshape the county’s tourism landscape and succeed in boosting our year-round allure for bikers would be a museum.
As museums are places where people flock to celebrate history, what better place to have such a shrine than Hollister? Why not right here where the legend was born?
With the right people involved, and a broad cross-section of the community, a museum could put Hollister on a track toward finally, wholly capitalizing on its name, toward laying a perpetual “Welcome” mat.
We have establishments such as Johnny’s Bar and Grill offering a place to sense our biker history throughout the year. What we need, though, is an anchor attraction to foster a trickle-down benefit to places like Johnny’s and other businesses standing to gain from a tourism boost.
Such a monument would require a collaboration of wits and hefty sacrifice. The best chance for success would be attracting involvement, perhaps in the form of sponsorship, of heavy hitters such as Harley-Davidson, Custom Chrome and Corbin Motors.
And we suggest involving the San Benito County Arts Council – a logical partnership as biker lore has long emphasized a creative expression of bravado – and other nonprofit organizations.
There’s a short window to redefine our identity as a biker town. Although it’s a lofty, somewhat risky proposition, we may find the reward on that long and prosperous road.
