Some Ontario retailers who began selling their wares at swap meets and art markets now operate their own downtown stores for as little as $1 a month, thanks to a city pilot program.
During the COVID-19 pandemic, Steve Alvarez and his friends Jonathan Marcus Anaya and Roberto Corona began selling vintage clothing and sneakers at the Rose Bowl, Kobey's Swap Meet, and other flea markets throughout Los Angeles County.
Over the past four years, Alvarez said their business, Street Culture, has gone from a part-time job to a full-time job that they promote through social media. Alvarez said customers wanted more: a store they could visit.
When the Street Culture trio first heard about the city of Ontario's pop-up shop pilot program that would allow small business owners like themselves to lease downtown retail space for $1 a month, Alvarez and his friends couldn't believe it
The program has two objectives. The first is to revitalize the city center by occupying storefronts that were previously empty. It also aims to help local merchants operate a store for the first time without all the overhead costs associated with a brick-and-mortar setup.
From left, Jonathan Marcus Anaya, Steve Alvarez and Roberto Corona prepare for the opening ceremony of their Street Culture store in Ontario.
(Courtesy of Eva Grello-Nakas)
The $1, six-month lease for a downtown store includes utilities and WiFi, said Dan Bell, Ontario's director of communications.
“It will help these entrepreneurs really feel what it's like to own a business and try it out as they move forward in their venture,” Bell said.
Business owners can choose to remain in the pilot program for another six months after their first term ends. After the accrued 12 months, the city will help connect the business owner with a broker so he can rent another storefront and continue his business.
“These are young people who attended local schools, live here, have family here and we want to give them the opportunity to stay here,” Bell said.
Craft Collective, a neighbor of Street Culture, is a company owned by Jonas Nakas and his wife, Ontario native Eva Grello-Nakas. The couple, who are also artists, would sell his works at art markets, but Jonas said they had a hard time transporting his items around the region.
“We were all over the place and always wanted a place close to home where we could sell our art,” he said.
The Craft Collective now partners with 80 artists and vendors to sell their work on consignment. Includes jewelry, clothing, photography and homemade instruments.
Artists and galleries already existed in the area, but they tended to be scattered throughout and not centered in the city center. Nakas said having a store has given a little more exposure to local artists by being on Euclid Avenue in the heart of downtown.
The pilot program is also bringing more shoppers downtown, who will eventually become repeat customers as well, Bell said.
All of these efforts are part of Downtown Ontario Activation, a strategy to transform downtown into Ontario's cultural and entertainment hub.
The city is accepting applications until June 24 for a third available storefront. Once the program term ends for current tenants, those spaces will be available to rent to new occupants.
