Opening day for the 70th Anniversary Hollister Independence Rally started right on time at 9 a.m. Friday, June 30, without a hitch, and by noon, downtown’s San Benito Street was lined on both sides and through the center with gleaming motorcycles. Being a work day, it was only natural that all the other streets in town were not filled with bikes, nor was there a continuous stream of bikers cruising through town.
Saturday and Sunday, though, will surely be different as thousands head for the Mecca for bikers along the West Coast. Other than some minor power glitches, Randy Burke, president of Reno-based Roadshows Inc., said everything was going much smoother than last year when he put on the rally for the first time and experienced a rough learning curve. He said of the 2016 rally that he barely broke even. He is hopeful for a much better result this year.
As the bikers cruise through town, they might notice something a little different above them: black and white banners stretching across the street that read: “Welcome Riders,” rather than bikers. No big deal to most, but if you’re Charisse Tyson, owner of Johnny’s Bar & Grill, ground zero for bikers ever since the 1953 film, “The Wild One,” starring Marlon Brando and Lee Marvin, put Hollister on the map, it just might be a big deal.
“Are you serious?” she said when told of the change. “That’s the silliest thing I’ve ever heard.”
Tyson went on to comment about how the annual rally is an important part of the history of Hollister—and her bar.
“We have so much history and it’s where people come to mark it off their bucket lists,” she said. “The rally brings them here all year long, especially from Europe. I have people come here from Australia, from China, and Japan. That’s why it’s important to keep this going. They’ll still come because I have that place (her bar with Brando’s likeness out front) in history, but without the rally, it’s a loss to the entire community. The rally makes us a tourist destination all year long and not just for three days.”
Tourism is on most downtown merchants’ and restaurateurs’ minds year-round, but the rally can be the difference between a good year and barely making it. Armando Castro, owner of two La Villa De Jerez restaurants, said the rally pays his rent for six months.
“I’ve got a lot of people employed, so it helps them, too,” he said. “For the rally, I have 10 people working. Normally, it’s just three. We’ll average about 15 extra people for this weekend.”
Down the street a few blocks at the Country Rose Café, on the corner of San Benito and South streets, owners Sharon and Ted Baker served up generous breakfast portions all morning. The rally is important enough to them to have its own namesake burger, the Biker Burger, which is covered in sautéed mushrooms and onions.
Sharon Baker said those coming to town for the rally will discover good food and good people serving American-style food. It’s open 7 a.m. until 2 p.m.
“The rally is very important to us,” Ted Baker said. “It brings in a lot of business with a lot of new people who have never been here before.”
Last year’s rally was the first for Mike Fisher since opening his restaurant Fisher’s. There were some surprises back then. He thinks he’s better prepared this time.
“Last year, I over-prepped a little bit because I didn’t know what to expect,” he said. “I think I have a better handle on things this year. Last year, it wasn’t as packed as I thought it would be.”
He will be repeating the menu from last year, with cheese-steak sandwiches, pulled-pork pitas with coleslaw, and the pesto chicken sandwich, which he said is his most popular item all year. He said he will stay open until the rally shuts down and then a bit longer if there are still customers coming in, but the bar will close 10:30 p.m.
Across the street from Fisher’s, the American Legion is selling raffle tickets for a 2017 Indian Chieftain motorcycle. American Legion Commander and Hollister City Councilman Ray Friend sat astride the big blue and white bike as he talked about the raffle.
“It’s $20 for a single ticket and six for $100,” he said. “The drawing will be Nov. 11. The value is about $26,000. If someone should win, but not want it, the dealer will sell it for them. Last year’s winner was a woman from Oregon, and she didn’t want it, so they consigned it and sold it for her.”
Nearby, Indian Motorcycles and Hollister Powersports shared a tent to show off Indian motorcycles and gear. Tina Hurley, West Coast Regional Tour Manager for Polaris Industries, which acquired Indian Motorcycles in 2011, was trying to encourage anyone who would stop to listen to sign up, for free, to win a 2017 Indian Chieftain Limited. The drawing will be in December, and it’s open only to people who sign up on the West Coast.
“We’re here to promote brand awareness by going around to the great rallies and events along the West Coast,” she said. “We’re bringing Indian to the people to show them there are great options in motorcycles.”
Jack Barbieri, owner of the Hollister House Bar & Grill, which opened too late last year to take advantage of the rally crowds, has been preparing for the rush of business at his establishment on the corner of Fifth and San Benito streets. He has cut the menu down to just six items, including tri-tip sandwiches and chili, hotdogs, bratwurst, and loaded baked potatoes, along with macaroni and potato salads. The bar will offer 26 brands of vodka and just about any other drink one could think of. He said a typical meal will range from $12 to $14, including a soda and water.
Should the heat of the day affect anyone, Nathan Castro and other EMTs from the Hollister Fire Department will bring first aid to them via bike patrols. As he patrols the rally, he will be carrying in a backpack basic medical supplies, including oxygen and trauma dressings, to assist with heat-related issues and minor injuries.
Gordon Machado, founder of the Hollister Downtown Association, said the rally brings recognition to Hollister, but he thinks its “ripple-affect” is even more important.
“People will realize what’s here during the rally, then they come back,” he said. “More money is spent when they return rather than during this event where they spend most of their money at the vendors.”
Up on the third floor of a building on the corner of Fifth and San Benito streets, across from Hollister House Bar & Grill, Hollister Mayor Ignacio Velazquez and Roadshows’ main celebrity attraction, Erik Estrada, stood on a balcony waving to those along the street who spotted them. Estrada was only at the rally Friday, meeting those along the streets and appearing at various shows through the day.
He said because he once starred in the TV series “CHIPs,” in which he played a California Highway Patrol motorcycle officer, he enjoys being around cars and motorcycles, and appears at numerous rallies throughout the year.
“I belong to two (riding) clubs, I ride and it’s just a great thing to do,” he said. “People who are in the shooting sports and riders are a great class of people who are very compassionate and generous. You have a cause and they’ll step up. They bring their bikes and ride for causes. You name it, they always show up.”
The Hollister Motorcycle Rally will run through the weekend in downtown Hollister.
The rally hours are:
- Saturday, July 1: 9 am. to 9 p.m.
- Sunday, July 2: 9 a.m. to 5 p.m.(All vehicles must be off of San Benito Street at 5 p.m.).
San Benito Street will re-open to traffic at 6 p.m. on July 2
Rally reminders
- No pets are allowed in the rally event area, except for service animals.
- No weapons, tools, pocket knives, whips, bats or devices that could be used as a weapon are allowed in the rally event area. No exceptions.
- Alcohol beverages must remain in the beer garden, open containers are no allowed in the general event area
- No public nudity.
- There will be mobile EMT’s throughout the event area and a mobile field hospital at East and Sally streets.
- As always, dial 911 for emergencies.
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