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While some downtown Hollister businesses reported an uptick in sales during the Hollister Independence Rally on July 4 and 5, city officials have yet to release even preliminary reports from the event’s promoter.
The two-day event had an estimated attendance of 26,500. Some business owners say they support the rally coming back because it provides a boost to downtown businesses.
Meanwhile, the city has yet to make public the reports from promoter Roadshows Inc., despite a public records request by BenitoLink submitted in early July.
In its contract with the promoter, Hollister required Roadshows to submit a preliminary and a “comprehensive” revenue report to the city within five and 15 business days, respectively, following the rally.
BenitoLink submitted requests for the reports on July 14 and Aug. 6.
In a formal response just days after the first request, the city indicated it was “in the process of preparing records which are responsive to your request” and would release the requested information by Aug. 19.
In a subsequent response dated Aug. 19, the city stated that it “does not have any records responsive to your request.”
“However,” the response noted, “the city is in the process of preparing records, which outline the costs associated with the Hollister Rally.”
The city added that it anticipates the rally cost records would be available Sept. 3.
Asked if Roadshows had submitted the reports required by the contract, City Attorney Mary Lerner said she would look into it and get back to BenitoLink “as soon as possible.”
BenitoLink has not heard back since, and followed up again on Aug. 28. The city released its agenda for the Sept. 2 meeting and includes a presentation about the rally. While no data is included in the agenda, which is customary, the agenda states the council will receive a presentation about the statistics, preliminary financial report and possible direction for future events.
Rally Attendance
Explaining that he uses software Placer AI, which uses cellphone location data, to track event attendance, Hollister Downtown Association CEO Omar Rosa said approximately 12,400 people attended on July 4 and approximately 14,100 attended on July 5. Those who attended the first day were also counted the second day, as the software restarts every 24 hours, he said.
“I don’t know what the likelihood is of people coming back again to see the same motorcyclists the next day, but the motorcyclists probably are counted [again],” he said.
He said data shows attendees, including vendors, security and other people working at the rally, spent an average of two hours in the event area.
“On average, [people] stuck around that long just taking it all in, watching what was going on, going to the shops, doing whatever they were doing,” he said.
He also said the Placer AI data showed 37% of the attendees were from Hollister, as well as Gilroy, Watsonville and Los Banos. He said there were also people from throughout the state, as well as Nevada and Arizona.
Boost to downtown businesses
In an informal survey of various downtown businesses, merchants said sales during the rally varied, depending on the industry, from being on par with other weekends to experiencing up to a 300% increase.
Rosa said 80% to 90% of business owners gave him positive feedback about the rally.
“[Some] of the restaurants seem like they were really busy, some of them may have overstaffed or overdid it with inventory,” Rosa said. “I think it was a learning experience for everybody.”
Gustavo Gonzalez Sr., owner of La Catrina Restaurant, said his business experienced a 50% sales increase on July 4, the first day of the event, compared to a normal Friday. La Catrina’s sales the next day were 300% higher than Saturday sales, he said.
Gonzalez said there has been a big difference in his downtown restaurant’s sales in the years when the rallies are held.
“Si vendimos un poco más el año pasado pero no se compara,” he said. (We sold a little bit more last year [compared to previous years] but there is no comparison [to this year].)
Dining sales at his other business, Paine’s Restaurant, was “lento” (slow), a big contrast to its bar which he said experienced a 50% increase in sales. He said the busiest day was July 5.
He said while it was a good start to the rally, which had not been held since 2017, sales did not compare to those experienced at the 2014 rally.
“Esas si fueron ventas espectaculares que nos ayudaron bastante porque estábamos iniciando La Catrina,” he said, adding he estimated the attendance tripled this year. (Those really were spectacular sales that really helped us because we were just starting with La Catrina.)
For Hill’s Bookstore, the sales remained about the same compared to other weekends but owner Kimberly Hill said foot traffic increased significantly, which led to higher sales the following days.
“We have many people that come in that said they walked around during the rally, they didn’t want to carry a lot of stuff so they came back to visit after,” Hill said.
While generally supportive of the rally, a business owner who asked not to be identified said their business doesn’t get higher sales from the rally, though they’ve tried different strategies for attracting customers.
“It’s not a money booster,” the owner said.
Other business owners like Stephanny Hernandez opted to close her hair salon, Starz Haircuts & Beauty Supply, for the holiday and enjoy the festivities instead. She said she closed because she wasn’t expecting a lot of customers.
Hernandez said when she opened during previous rallies people just walked in to check it out or use the restroom.
“It’s just best to close the business and enjoy the rally,” she said.
Hernandez, Gonzalez and Hill all said they wanted the rally to continue because it’s an economic boost to downtown businesses.
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