Castroville is the Artichoke Capital of the World. San Juan
Bautista is the Mission City. Gilroy is the Garlic Capital of the
World. Nashville is Music City. Detroit is the Motor City.
Castroville is the Artichoke Capital of the World. San Juan Bautista is the Mission City. Gilroy is the Garlic Capital of the World. Nashville is Music City. Detroit is the Motor City.
Hundreds of towns and cities across America have nicknames, or appendages, some of them sanctioned by local government. Other towns and cities are not concerned with such matters.
And what of Hollister? Hollister doesn’t have a catchy designation. Walk up to a resident at random and ask what the city nickname is, and we’re betting they’ll smile and say something like “I have no idea.” Or perhaps they will say “Hollister is the birthplace of the American biker.” The city would prefer they answer “Hollister is Hometown USA.”
We are not advocating that Hollister needs a definitive slogan. That’s for the city and residents to decide. Many towns get along just fine without one. For others, it’s a catchy addition. But we will say that recent discourse regarding a welcoming banner for the Independence Weekend illuminates the city’s identity crisis. Although ‘crisis’ is probably too strong a word.
For those who missed it, Mayor Robert Scattini felt a welcoming banner across San Benito Street should say “Welcome to the birthplace of the American Biker.” But the city passed on the suggestion. It was felt this type of enthusiasm could be interpreted as a sign the city is endorsing the biker rally. And as we know, the biker rally is on “unofficial” status this year. Bikers are coming, but upon arrival will not find some of the amenities normally present.
So, in a sense, Hollister may find out exactly what it is this Fourth of July holiday. Will motorcyclists descend upon the city likes swarms of locusts, paralyzing the downtown because parking is scarce, and become surly about it? If so, Hollister may become associated with bikers in a way it would definitely not prefer, but may be branded with like a bad tattoo.
And if the droves do not rumble in as in the past, and the weekend is polite and orderly, then maybe the “Hometown USA” appellation is in order. Although we’re not convinced anyone outside of a few civic boosters will refer to the town as such.
Yes, if the bikers come as usual, Hollister must seriously consider taking advantage of a slogan that is a marketer’s dream. Like it or not, approve it or not, people in and out of town will refer to the city inclusive of that charged word ‘biker.’ If it is going to be used, the city might as well use it in a positive way. Remaining obstinate in the face of an avalanche is an effective way to get buried.
Or perhaps the city will be proven right in how it chose to host the weekend. As with all things biker rally – or unofficial rally – this year, we will find out. And soon.
