Inspired by research from an informed and concerned citizen.
We keep hearing the same refrain from some local leaders and boosters: We’re not Hercules. We’re not Emeryville.
That may be true geographically. But it misses the real point entirely.
Those cities are not successful because of their names. They are successful because they made deliberate economic development choices, welcomed investment, built tax bases, and created places where businesses and residents wanted to be.
The lesson is not that El Cerrito cannot be them.
The lesson is that El Cerrito can learn from them.
What Other Cities Actually Did
Emeryville transformed former industrial land into a thriving mixed use city with shopping, housing, life sciences, offices, hotels, and major employers. It aggressively pursued redevelopment, modern land use planning, and revenue generation.
Hercules took underused land and created master planned neighborhoods, waterfront visioning, retail corridors, and business growth opportunities. It planned for expansion instead of managing decline.
Neither city sat around explaining why success was impossible.
They asked what was possible and moved accordingly.
What El Cerrito Has Going for It
El Cerrito has advantages many cities would love to have:
- Two BART stations
- Prime access to San Francisco and Oakland
- Established neighborhoods
- Strong household wealth
- Regional visibility
- Walkable commercial corridors
- A highly educated population
- Untapped redevelopment potential
That is not a city without options.
That is a city underperforming its assets.
Build a Serious Economic Development Strategy
Not slogans. Not one off projects.
A measurable strategy focused on sales tax growth, business attraction, property value enhancement, revitalized commercial districts, quality housing that strengthens revenues, and destination retail and dining.
Work With Property Owners to Create Beautiful Spaces
The city should be actively collaborating with landowners, developers, architects, and business owners to create attractive, welcoming places people want to visit and enjoy.
That means quality design, public gathering areas, landscaping, outdoor dining, activated storefronts, and projects that add pride to the community.
Beautiful places create foot traffic, investment, and value.
Make Development Easier, Faster, and More Predictable
Too many cities talk about wanting investment while making the process slow, uncertain, and frustrating.
El Cerrito should streamline approvals, modernize permitting, reduce unnecessary delays, and clearly communicate expectations so quality projects can move forward.
Good development should not feel like punishment.
Recruit Employers and Entrepreneurs
Why shouldn’t El Cerrito compete for professional offices, medical services, boutique hospitality, specialty retail, and innovation businesses?
Too often cities wait passively for interest instead of actively recruiting it.
Upgrade San Pablo and Key Corridors
Commercial corridors should look investable, vibrant, and intentional. Streetscape quality matters. Cleanliness matters. Parking management matters. Tenant mix matters.
Grow Revenue Before Raising Taxes
Residents should expect leaders to exhaust growth opportunities before returning again and again for more taxes.
Economic development is how cities create choices.
Enough With the Excuses
When leaders say we’re not Hercules or we’re not Emeryville, they may mean expectations should be lower.
Residents should reject that thinking.
El Cerrito does not need to become another city. It needs to become the best version of itself.
That starts with ambition, competence, and accountability.
Final Thought
Cities decline when they normalize excuses.
Cities improve when they pursue opportunity.
El Cerrito has the location, transit access, demographics, and assets to do far better than it has. The question is no longer whether success is possible.
The question is whether leadership is willing to demand it.
El Cerrito Committee for Responsible Government (ECCRG) 