El Cerrito continues struggling to align expenses with revenue, causing great concern to many residents. El Cerrito has seen some strides in augmenting its revenue streams, primarily through increased sales tax collections from local businesses. Recent discussions, including a NextDoor post highlighting the proliferation of various establishments like massage parlors, liquor stores, a store specializing in adult products, and a cannabis outlet, point to a diverse but potentially imbalanced business landscape. While these businesses meet specific market demands, there’s a growing recognition of the need for a more varied economic ecosystem.
Empty and shuttered storefronts along with vacant lots are waiting for new businesses
The city, however, appears to be missing crucial opportunities to enhance its financial stability. The City has an overreliance on increasing taxes to boost revenue and as a result, misses opportunities to increase revenue. Despite housing two major grocery chains and a few other retail outlets, certain shopping locales, such as the one near Del Norte BART, are marred by excessive security measures, diminishing their appeal to consumers. This situation has led El Cerrito residents to seek dining and shopping experiences in neighboring areas like Albany, Berkeley, and further afield in East Contra Costa County and Alameda County.
To realign its economic trajectory, El Cerrito could significantly benefit from diversifying its business portfolio to include sectors such as:
- Professional Services: Inclusion of law firms, accounting offices, consulting firms, and advertising agencies can add substantial value to the local economy.
- Healthcare Services: Establishing hospitals, clinics, dental offices, and specialized health facilities can address resident healthcare needs while generating revenue.
- Educational Institutions: Developing a range of educational establishments, from primary and secondary schools to vocational training centers and possibly smaller universities or colleges, can enhance the city’s educational landscape.
- Automotive Services: Integrating car dealerships, repair shops, and auto parts stores can cater to the automotive needs of the community.
- Technology and IT Services: Embracing the technology wave with IT service providers, tech startups, and computer repair shops can position El Cerrito at the forefront of the digital economy.
- Manufacturing and Industrial: Depending on local industrial capabilities, establishing factories or manufacturing units could be a game changer.
- Beauty and Personal Care: Introducing salons, spas, and barber shops can cater to the growing demand for personal grooming services.
However, to attract and sustain these types of businesses, El Cerrito must prioritize enhancing safety and streamlining bureaucratic processes. Addressing crime concerns and simplifying the licensing and permitting procedures are crucial steps to make the city more inviting and business-friendly. By adopting these measures, El Cerrito can unlock its potential for economic diversity and stability, ensuring a prosperous future for its residents and business community.
Your Thoughts? What are your experiences with city services in El Cerrito? Do you see similar issues, or do you have a different perspective? Share your stories and suggestions for how our city can improve. Let’s start a conversation for change.
Here is how you can help:
- Share this post with other residents.
- Comment on the post
- Attend the monthly Financial Advisory Board meetings in person.
- Post on Next Door
- Voice your concerns with the Council.
- Council meetings are remote and in-person, but public comment is now limited to in-person attendees.
If you want to contact City Council Members or the City Managers, all their emails are below:
- Karen Pinkos-City Manager kpinkos@ci.el-cerrito.ca.us
- Councilperson Gabe Quinto gquinto@ci.el-cerrito.ca.us
- Councilperson Carolyn Wysinger cywysinger@ci.el-cerrito.ca.us
- Councilperson Tessa Rudnick trudnick@ci.el-cerrito.ca.us
- Mayor Lisa Motoyama lmotoyama@ci.el-cerrito.ca.us
- Councilperson Paul Fadelli pfadelli@ci.el-cerrito.ca.us
El Cerrito Committee for Responsible Government (ECCRG) 
El Cerrito likes to talk about how eager it is for new businesses to move in, but its every action demonstrates that it actually is, at best, ignorant and indifferent to what business wants and needs, and at worst is outright hostile to business. I can’t think of one single thing that El Cerrito has done that makes it easier or more attractive to open a business in El Cerrito, and I can think of many, many things that they’ve done to make it harder and less attractive. There’s plenty of stuff that they could do that wouldn’t cost much, or even anything, but it’s just not something that they care about. The one and only strategy that the city has for economic development is to try to get a few thousand new residents on San Pablo Avenue and at BART and then hope, hope, hope that business will follow. Even if that was ever a sensible strategy, it’s basically dead now that development has dried up.
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