Despite months of speculation about the mayhem that would befall
Hollister during the unsanctioned motorcycle rally, the city was
left relatively unscathed after thousands of motorcycle enthusiasts
rode their prized bikes into downtown last weekend.
Despite months of speculation about the mayhem that would befall Hollister during the unsanctioned motorcycle rally, the city was left relatively unscathed after thousands of motorcycle enthusiasts rode their prized bikes into downtown last weekend.
The City Council’s reasons for canceling the 2006 Hollister independence Rally are well documented. It would be too expensive for the budget deficit-suffering city, the majority on the council said, and it is becoming more difficult to ensure public safety during the events.
But now that the “unofficial rally” has passed – and the city is still standing – it is time for city leaders to get to work on next year’s event and figure out how to make it profitable for Hollister.
Even those who find no pleasure in the roar of a motorcycle must understand that Hollister’s biker appeal is a resource for the city. This year, and apparently in years past, it was a resource squandered.
It is difficult to fathom that the city can have an influx of 120,000 people, last year’s rally attendance, and not make a profit off of it. Or at least break even while local businesses benefit. The City Council needs to get started now with developing a plan that will allow the city to benefit from this unique resource.
And council members have options for achieving that end.
Several groups and companies have approached the council with different offers and ideas for making the rally a bigger and better event that would benefit Hollister. The council should form a subcommittee to communicate with these groups, determine which ones are most able and then start planning for next year in earnest.
Also, the council should communicate with its counterparts in cities that have biker rallies that are a financial boon rather than burden. Somehow Sturgis, Laughlin and Daytona have been able to make their rallies work. Hollister should learn from those who have been successful with their events, which are often even larger than Hollister’s.
What happened last weekend, when the bikers thundered into town, was not an invasion or a “dirty, rotten stinking event,” as some have called the rally. It was a lost opportunity – something that Hollister sees too many of. Don’t let the motorcycles and leather fool you. Those bikers who came to town are merely tourists with wallets, not invaders. It’s time to figure out how to make the rally work for Hollister.
