Thanks to a city pilot program, some Ontario retailers who originally sold their wares at garage sales and art markets are now operating their own stores downtown for as little as $1 a month.
Steve Alvarez and his friends Jonathan Marcus Anaya and Roberto Corona during the COVID-19 pandemic Started selling vintage clothing and sneakers at the Rose Bowl, Kobe’s Swap Meet, and other flea markets throughout Los Angeles County.
Alvarez said that over the past four years, their street culture business has grown from a part-time job to a full-time job promoted through social media. Alvarez said customers wanted more — a store they could visit.
When the street culture trio first heard about the Ontario city’s retail pop-up pilot program that allowed small business owners like them to rent downtown retail space for $1 a month, Alvarez and his friends They couldn’t believe it.
The program has two goals. The first is to revitalize downtown by occupying previously vacant storefronts. It’s also designed to help local merchants operate a storefront for the first time without all the overhead associated with a physical facility.
From left to right, Jonathan Marcus Anaya, Steve Alvarez and Roberto Corona work on Street Culture Ontario Get ready for the store ribbon-cutting ceremony.
(Courtesy of Eva Guerrero-Nacas)
Ontario Communications Director Dan Bell said the six-month, $1 rent for the city-owned downtown store includes utilities and WiFi.
“This will help these business people really get a feel for what it’s like to be a business owner and experience that in their entrepreneurial journey,” Bell said.
Business owners can choose to continue participating in the pilot program for six months after the first term. After a cumulative 12 months, the city will help business owners connect with a broker so they can rent another store and continue their business.
“These young people attend local schools, live here, have families here and we want to give them an opportunity to stay here,” Bell said.
Street Culture’s neighbor, Craft Collective, is a business owned by Jonas Nakas and his wife, Ontario native Eva Grello-Nakas. The couple, who are also artists, sell their work at art markets, but Jonas said it takes a lot of effort to transport their items throughout the region.
“We’re all over the place and always wanted a place close to home where we could sell our art,” he said.
Craft Collective now works with 80 artists and vendors, selling their work on consignment. It includes jewelry, clothing, photography and homemade musical instruments.
Artists and galleries already exist in the area, but they tend to be scattered throughout rather than concentrated in the city center. Nakas said the storefront’s location on Euclid Avenue in the heart of the city brings more exposure to local artists.
Bell said the pilot program has also brought more shoppers to the downtown area who will eventually become repeat customers.
These efforts are part of Ontario’s Downtown Activation Plan, a strategy to transform downtowns into Ontario’s cultural and entertainment hubs.
The city will accept applications for the third available store space until June 24. Once the current tenant’s program term ends, the spaces will be available to new tenants.
