Revitalizing downtown Hollister is in everyone’s best interest.
Increased commercial activity would prime our economic pump and
provide added revenue by lifting property values and recapturing
many millions in retail and business leakage that vanished over
decades.
Revitalizing downtown Hollister is in everyone’s best interest. Increased commercial activity would prime our economic pump and provide added revenue by lifting property values and recapturing many millions in retail and business leakage that vanished over decades. Accomplishing this requires the right plan implemented by both the public and private entities and a sense of urgency that, up to now, has been missing. Timing is critical – a good plan is worthless if it is always years too late.
The early stage of downtown revitalization – elimination of blight – was the most obvious and the easiest to implement. Although this portion is not complete, it has come a long way and now has reached the point of diminishing returns; it takes a lot more investment to make a little progress. Unfortunately, the high vacancy and underutilization rates bear witness that we are reaching the limits of what direct investment in existing facilities can accomplish. It’s time to attack the other key issues. We must address them comprehensively, simultaneously and expeditiously to move forward.
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The downtown property owners and businesses must realize that the traditional retail model can no longer work in that area. Competition from online shopping, outlet centers and big-box stores has made it very difficult for suburban small retailers to stay in business. Additionally, the new traffic flows have made the Hwy 25 bypass the obvious axis for future retail development, and it’s already being rezoned for that purpose. If we get an anchor store, that’s where it’s likely to go, not downtown.
Successful suburban downtowns are rare. Those that exist have concentrated on niche or dedicated markets. The mix of professional offices adds possibilities, and I am optimistic about increased activity around the new courthouse. However, considering the national change in retailing preferences and the local change in traffic patterns, people need a reason to go downtown. It must become a destination to survive.
We can accomplish this in several ways. One is for government and public intuitions like Gavilan College to concentrate their services and workforces in adjacent areas whenever possible. The property owners and merchants must install specialty shops and businesses designed to draw shoppers and cater to these customers not just those going by. The city must put the right kind of outdoor shopping entrance at the 400-block and fulfill its promise to improve and slow traffic flow on San Benito Street making the entire area pedestrian friendly. The anchors that might be appropriate for downtown are entertainment related.    Â
We must address the lack of signage at the major highway intersections and the terrible blight along the accesses routes to downtown. Coming in from Highway 156 or the airport a potential customer gets a face full of ugliness – the roads and vistas do not invite you in; they invite you to turn around and go back to the highway.Â
Hollister was presented an excellent plan to improve the westside gateway that will change the traffic flow, put in sidewalks, bike paths and screen the visual blight; it needs county support and immediate implementation. We are not even supporting our internal customers, the corner of South Street and San Benito, one of the busiest downtown, is a mess. Yes, we are waiting for a decision on the Hwy 25 swap, but we would not be in this predicament if we had gotten Caltans’ promises in writing or had an alternate solution ready.
San Benito County is in competition with every political entity in the area for the consumer dollar and we cannot afford to lose out. As Bob Dylan wrote, “the present now will later be past … for the times they are a-changin.”
And we had better change with them.
Marty Richman is a Hollister resident.
