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Despite concerns over a lack of sufficient law enforcement personnel and questions about costs versus revenue, as well as the absence of a required revenue report from the event promoter, the iconic Hollister Independence Rally made its return in 2025 and is expected to continue next year.
At its Dec. 15 meeting, the Hollister City Council is set to consider re-upping with rally promoter Roadshows Inc. and approving a rally operations contract with the firm.
According to the agenda, the City Council will consider a $40,000 contract with Roadshows for operational management services, which represents a $10,000 increase from last summer.
The proposed contract is structured in the same way as the previous agreement, including a requirement to secure $90,000 in sponsorships and a provision allowing the promoter to receive a supplementary $5,000 for each additional $20,000 in sponsorships it secures.
Though city officials claimed they had secured enough sponsorships to cover the cost of the 2025 event, that was not the case. The city reported a cost overrun of $200,000 in an official report, but those figures included a $250,000 Amazon donation as “savings” to claim a lower rally cost overrun. The donation from Amazon was used for the Community Center bathroom renovation.
According to the Dec. 15 agenda, “the city continues to work to make the event cost neutral to the city.”
Local officials have defended the rally saying it’s supported by the community, noting that in an advisory measure in 2022, 63% of those who voted said they supported the rally.
Officials also say the event can be an economic boost for local businesses.
An informal survey of various downtown businesses following the event, merchants said sales during the rally varied depending on the industry.
On Sept. 2, the City Council approved an economic impact report for the 2025 rally to show the impact of such events on the local economy, but it has yet to be presented to city officials.
Those opposed to the rally point to the lack of available law enforcement to ensure the safety of attendees and the community at large, and the liability risk to the city.
In a report to the city, Hollister Police Chief Carlos Reynoso outlined various factors that “significantly undermined safety operations” at the rally. In addition to an unpermitted “party” featuring a biker gang and a criminal street gang in the downtown area, Reynoso reported there were widespread alcohol law violations in sales and consumption, and that many bikers were carrying weapons.
The city did not include Reynoso’s report in its overall event report, but BenitoLink obtained it through a public records request.
The 2025 rally contract with Roadshows contained a requirement for the promoter to submit a preliminary revenue report to the city within five days after the rally and a “final comprehensive revenue report” within 15 days of the rally.
BenitoLink submitted a public records request for the two documents from the rally, but the city responded more than a month later that it did not have records responsive to the request.
BenitoLink did not get a response from former city manager David Mirrione and former city attorney Mary Lerner when they were asked whether Roadshows submitted those documents.
Instead of the requested documents, the city provided its own preliminary revenue report.
The rally dates back to the 1930s when hundreds of motorcycle enthusiasts gathered in the area for camaraderie.
But the rally’s “biker” mystique began after the so-called “invasion” of Hollister by World War II veterans riding around the U.S. on used military motorcycles as part of the Gypsy Tour Races.
That inspired the 1947 movie The Wild One with Marlon Brando. Since then, sanctioned and unsanctioned rallies have been held depending on the mood and finances of the city.
Other agenda items
The council is also set to consider repealing the city’s growth management program, which was adopted in October 2019 as a way to slow market-rate residential development. However, the state said the program was illegal and directed the city to void or suspend it in May 2020.
According to a staff report, the city has not enforced the program because of the state’s notices, however, the state Department of Housing and Community Development has indicated that the city must repeal the program.
The report added that not repealing the program may impact the city’s efforts to get the state to certify the city’s Housing Element, a draft of which has recently been released.
And, the council will consider participating in the American Air Advantage Consortium which is applying to be part of the Federal Aviation Administration eVTOL Integration Pilot Program.
According to a staff report, American Air Advantage Consortium is a statewide collaboration designated to demonstrate electric vertical and take off (eVTOL) aircraft integration with air taxi operations, autonomous cargo and logistics and medical response and rural emergency medical services mobility.
It states the Integration Pilot Program is intended to accelerate the safe deployment of eVTOL and advanced air mobility (AAM) aircraft in the U.S.
“Participation strengthens the city’s long-term AAM economic development strategy, pursued since 2024, and supports Hollister’s position as a regional innovation hub,” according to a report.
The Hollister Municipal Airport currently houses Wisk Aero, a company developing flying taxi aircrafts. The city also approved a one-month agreement with Alef, which is developing a flying car, in October and is looking to add Joby Aviation, pending an FAA approval. Joby is based in Marina and is developing flying taxis.
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