El Cerrito Chamber of Commerce News

ECRA Walk & Roll Champions Small Businesses and Community Health

Caroline McGuire — Thu, 18 Dec 2025 19:30:00 GMT

By Skye Christensen

Steve Price, co-founder and coordinating committee member of the citizen advocacy group El Cerrito/Richmond Annex Walk & Roll (ECRA Walk & Roll), is on a clear path: “I’ve always been interested in people’s ability to provide for themselves, be healthy, and be housed affordably, ” he says. As an El Cerrito Chamber of Commerce Member, Price says that ECRA Walk & Roll joined the Chamber, “because our missions align, especially with the ‘shop local’ initiatives. ” By encouraging accessible transit options, ECRA Walk & Roll works to enhance community interaction, including support for local businesses.

The premise of ECRA Walk & Roll is to advocate for mobility choice — streets that safely welcome sustainable, equitable alternatives to getting around El Cerrito and adjacent neighborhoods. Don’t be alarmed, Price insists, “We don’t want to have some kind of cultural revolution where we tear people out of their cars!” The overarching vision is to develop urban areas where shopping, living, and commuting coexist, benefiting both residents and the local economy.

This type of urban planning and advocacy is good for public health and for local businesses. “So much of our well-being is tied to the physical places that we live in, ” says Price, citing frequent visits to Japan as inspiration.

“I would come back to the States and look at the BART stations and think, ‘The stations in Japan are the nucleus of small businesses, with many independent merchants. Whereas, here, we put a Walgreens and some parking lots…’ They don’t do this in Europe or Japan, so why here?”

Vibrant pedestrian and cycling cultures in other countries, in contrast to the car-centric development typically seen in the United States, motivated Price to take action. “The United States is turning out to be one of the least healthy advanced countries in the world because we are the most auto-oriented, ” offering that people who walk, ride bikes, or take public transit are statistically healthier than people who only drive cars. “Often, taking the bus involves running, ” Price jokes, “but it certainly involves walking to the stations.”

Long before helping to start ECRA Walk & Roll, Price set his sights on what is now known as the Ohlone Greenway: “I would see this bike path under the BART tracks, and it looked so lonely. The City would load up a truck full of herbicide and spray along the path. I thought, ‘This is a sorry sight. There is such potential here.’ So I went to the City and suggested, ‘Why don’t we get some money from the state and plant some trees along the path?' So we planted about 800 trees along the east side of the path.”

Alongside the trees, businesses and an active community grew.

Naming the path was an act of community, too. “It didn’t have a name, so we named it the Ohlone Greenway. The City was going to name it the El Cerrito Bike Path, but I said, ‘This connects cities. It can’t be named after one city.’” The committee working with Price considered calling it ‘The Greenway.’ Price says he suggested the name Ohlone Greenway. “I called up some Ohlone people and asked them if it would be OK. I also talked to Malcolm Margolin, who wrote the book ‘The Ohlone Way, ’ and he said, “Sure, go for it.” So we got Berkeley and Albany to agree to it.”

Deeply rooted in El Cerrito, Price has been a resident since the 1980s. As an illustrator, author, and organizer, he’s been dedicated to urban design as a means of improving the well-being of the area for over 30 years. He served as a Planning Commissioner, Design Review Board member, an Urban Forest Committee member, and, more recently, joined Plaza for the People to advocate for interconnected urban spaces around the Plaza shopping center and BART station. From that point, Price, his wife Janet Byron, and other members decided to start ECRA Walk & Roll to more fully focus on mobility — promoting a walkable, bikeable, mixed-use, urban environment that serves as a hub for community engagement and economic activity.

The images are from Steve Price’s “Imagining a Walkable America” (www.imaginingawalkableamerica.com) publication, which visualizes how transformative urban development can be when prioritizing other forms of transit.

One recent win for ECRA Walk & Roll was securing a countywide grant for El Cerrito to purchase bike racks for installation on public rights-of-way. Price credits city council member Rebecca Saltzman as a key project champion.

Price says that statistically, bike racks within 50 feet of a business increase customer loyalty and make shopping more accessible for bicyclists. The initiative is just beginning to be implemented, with the El Cerrito Plaza Shopping Center signing on. ECRA Walk & Roll has helped identify best practices, such as ideal bike rack locations. “We want to work with businesses to see if they want to get a bike rack,” Price says. Write to ECRA Walk & Roll at info@ecrawalkroll.com to learn more..

ECRA Walk & Roll is a small, local nonprofit making a big impact. It is part of a broader community movement prioritizing healthy communities, including thriving businesses. By fostering environments where people can shop, live, and commute safely, both the community and the local economy will benefit. The organization is a model for others looking to achieve similar goals in promoting health, sustainability, and economic vitality.

Price’s “Imagining a Walkable America” publication shows how a roadway can become more accessible and inviting.

For Price, the work is about community-building, but it’s also personal. Five years ago, Byron was in an accident that totaled their electric car. Instead of getting another one, they decided to try e-bikes. Suddenly, Price became more aware of local businesses, “because I wasn’t going 30 miles an hour past them. I’m burning calories, not gasoline. I want to know what’s nearby. It’s amazing what’s in El Cerrito!”

President’s Message Winter 2025-2026

Caroline McGuire — Thu, 18 Dec 2025 19:00:00 GMT

Welcome to 2026. I’d like to share with you all a practice of mine that I do every January: VISIONING

Creating a vision of greatness for the year helps to set clear intentions for yourself and your business. What I like most about visioning is the perspective: We place ourselves in the future and reflect on all that we imagine to have accomplished over a period of time.

As a business planning tool, this is incredibly powerful, like a compass that points the way.

While I’d love to take credit for the method I’m about to share, I learned it from author Ari Weinzweig, founder of Zingerman’s — a beloved Ann Arbor, Michigan food institution built on great sandwiches and community.

So far, I’ve gotten only to my first draft of my vision for the Chamber in 2026. But I’ll share it here and invite your feedback, as my Advisory Content Experts, to help me flesh it out.

Reflecting on the vision I set out for the Chamber last January, we didn’t hit the mark 100%, but still, I’m proud of what we’ve accomplished.

In 2025, membership grew to nearly 140. We hosted the ‘Women Mean Business’ event, multiple mixers, a ‘Lunch n Learn, ’ produced the very successful ‘Best of El Cerrito’ campaign, and grew our communications and outreach. We are making strides toward that 2025 vision.

I also want to welcome our new Board Members: Kathleen Mascarenas of KBM Accounting, Kyle Ashcroft of Edward Jones, and Dr. AnnMarie Baines of The Practice Space. They bring energy and expertise that will strengthen our Chamber. We're delighted to welcome them to the Board.

So, I will reimagine that vision now for 2026. Here it goes:

It’s December 3rd, 2026, and we are all gathered at Mechanic’s Bank to celebrate the holiday season. Bringing back an old tradition like this one has brought our El Cerrito business community closer together. Earlier this year, we celebrated the ‘Best of El Cerrito’ winners at Honda. New traditions like that have been really energizing for our members and the broader business community. Looking back on our year, I couldn’t be more pleased with our success! The El Cerrito Chamber of Commerce is on the map. Businesses are clamoring to join. We are recognized for being a positive force in the community. Our educational programs are resonating with local businesses. Mixers are providing camaraderie among members. Our fundraising events have put the Chamber on solid financial ground, and have been so popular in the community that we’ve committed to doing them next year. Our marketing efforts through e-news, ‘The Insider’ newsletter, and social media are buzzing with Chamber member promos, articles, events, and what’s happening across El Cerrito.

I’m marveling at the growth in membership. Our Ambassadors program has dozens of members, active in the community, welcoming folks into the Chamber. We have fresh-faced ne

w entrepreneurs just starting out, and established institutions rejoining the movement. Our workgroups are filled with active volunteers. A whole new generation is poised to make cool stuff happen in El Cerrito, and I couldn’t be happier.

There’s real momentum here, and it’s a great time to be a part of the El Cerrito Chamber of Commerce.

Here’s to a happy and prosperous 2026!

Warmly,

Kevin O'Neal

President, El Cerrito Chamber of Commerce

Shop Local, Shop El Cerrito, and Head to the Movies!

Skye Christensen — Thu, 18 Dec 2025 18:30:00 GMT

By Aissia Ashoori

El Cerrito’s hometown movie theater – Rialto Cinemas – is a neighborhood asset and a unique destination in our city of El Cerrito. The owners are film aficionados who have operated the theater since 2009. The theatre offers an array of exceptional programming: first-run films, independent and foreign titles, classics, special events, ‘Movie Lover’ memberships, and free Family Matinees and Big Screen Classics.

In addition to standard movie theatre fare, Rialto Cerrito offers freshly prepared burgers, pizzas, salads, wine, and beers on tap, with service delivered directly to your seat. Visit rialtocinemas.com for details. Be sure to invite some friends and catch your next movie in El Cerrito.

Shopping locally not only supports existing businesses and inspires new ones to open in El Cerrito, but also helps the City’s General Fund. Between April and June 2025 (Quarter 2), El Cerrito’s sales tax receipts were up 7.8% compared to the same period in 2024. With this quarterly increase, the City also saw a 19% jump in the Countywide tax pool allocation, as reported by HdL Companies.

See the City of El Cerrito Sales Tax Update at elcerrito.gov/finance for more information, and thank you for shopping and doing business in El Cerrito!

Honoring Robert Rogers For His Dedication to Community Development

Caroline McGuire — Thu, 18 Dec 2025 18:00:00 GMT

The El Cerrito Chamber of Commerce extends its heartfelt gratitude to Robert Rogers for his remarkable dedication and unwavering energy during his four years of service on the Board. Robert has been an invaluable champion of local business and community development, leveraging his extensive experience as a Policy Advisor and social services professional. We deeply appreciate his contributions and commitment to enhancing our community. Thank you, Robert, for your outstanding service.

2026 Board Updates

A Nominating Committee composed of Robert Rogers and Jon Bashour delivered its report at the general membership meeting on November 17, 2025. The committee’s nominees included: Kyle Ashcraft (Edward Jones), Dr. AnnMarie Baines (The Practice Space), Kathleen Mascarenhas (KBM Accounting), along with incumbents Sheriff Demetri (El Cerrito Honda) and Kevin O’Neal (Well Grounded Tea & Coffee Bar) for five seats on the board of directors. With no contested seats, the five above members will be installed as directors on January 12, 2026, at 9 AM at El Cerrito City Hall. For more info and tickets, go to elcerritochamber.org/events

El Cerrito Honda: Exceptional Service Driving Community Prosperity

Caroline McGuire — Thu, 18 Dec 2025 17:30:00 GMT

By Robert Rogers

With its striking blue-and-alabaster-white facade, El Cerrito Honda stands tall as a pillar of our community. It’s not only a premier destination for vehicle purchases but also a significant contributor to the local economy.

It’s one of the top taxpayers in our city!

But beyond that, as a family-owned dealership, El Cerrito Honda exemplifies the values of community, service, and commitment. Its leaders foster an inviting atmosphere for all who visit.

In business for more than five decades, El Cerrito Honda is the East Bay’s one-stop Honda shop. They provide a broad range of automotive maintenance and repair services, new and used models, top-notch service, and expert customization options.

Purchasing a vehicle is one of the most significant consumer decisions many residents make, and choosing to buy locally has a profound impact on our city. Tax revenues generated from these large transactions directly support essential public services, such as education, infrastructure, and safety. By shopping at El Cerrito Honda, customers are not only investing in a vehicle but also in the future of our community.

General Manager Sheriff Demetri says he derives joy from a career in which he’s surrounded daily with his two favorite things in life: people and cars.

"I am a true believer that you get out of this business what you put into it, and I have invested my whole life, ” Demetri said. "Kindness is costless but also priceless."

Renowned for its excellent customer service, El Cerrito Honda offers a full range of services that go beyond sales.

Demetri takes pride in being a local employer, providing good jobs to dozens of residents and fostering a culture of family and friendliness. The dealership’s team is dedicated to creating a welcoming environment where customers feel valued and appreciated. This strong community focus enhances the customer experience and strengthens the bonds within El Cerrito.

In supporting El Cerrito Honda, residents are choosing to uplift their local economy, enhance public services through valuable tax contributions, and enjoy exceptional service from a dealership that truly cares. Together, let’s drive our community forward by supporting local businesses like El Cerrito Honda, where quality and community meet.

“More than just a car dealership, ” General Manager Demetri said. “We’re family. "

Call for Ambassadors

Caroline McGuire — Thu, 18 Dec 2025 17:00:00 GMT

Maximize your talents and skills as part of the El Cerrito Chamber of Commerce Ambassador Team.

This group meets at 9:00 AM on the first Wednesday of each month at FatApple's Bakery (7525 Fairmount Ave, El Cerrito) to support one another and contribute to Chamber projects together. Share stories and accomplish meaningful membership-related tasks that bring you closer to the community. Any member can join by contacting coordinator@elcerritochamber.org

2026 El Cerrito Minimum Wage Increase

Caroline McGuire — Thu, 18 Dec 2025 16:30:00 GMT

Increase El Cerrito Minimum Wage: Increases to $18.82/hour effective 1/1/2026.

See the Basic Responsibilities for Employers handout for more information or go to elcerrito.gov/minimumwage

Advertise With Us

Caroline McGuire — Thu, 18 Dec 2025 16:00:00 GMT

Feature your business in the Insider

There are many options for advertising your business with the Chamber. Contact members@elcerritochamber.org

Meet the Local Businesses That Keep El Cerrito Thriving

Caroline McGuire — Wed, 17 Dec 2025 16:30:00 GMT

Women Mean Business Celebrates Female Entrepreneurship

Skye Christensen — Fri, 26 Sep 2025 21:03:22 GMT

The El Cerrito Chamber of Commerce is set to host its annual Women Mean Business event, showcasing the economic, social, and cultural contributions of women-run businesses. The event is open to everyone, regardless of gender, age, or background.

Panelist Skye Christensen, Principal Strategist at Sum & Circle Communications, expressed her enthusiasm for the event, stating, "It's an honor to be recognized by the Chamber and our local community. Giving women a chance to showcase our valuable work will benefit everyone who wants to grow and support small businesses. I look forward to sharing communication and marketing strategies with participants and meeting other ambitious, talented, and skilled folks in the community."

The Chamber is bringing back the Women Mean Business event following last year's overwhelming success. Chamber Board Member, Event Chair, and Strive Real Estate Executive, Detra Harris, emphasized the gathering's focus on economic empowerment and growth, saying, "This event is about inspiring diversity, fostering innovation, and strengthening community."

Here are the top four reasons to attend Women Mean Business 2025:

1. Support the Local Economy

Women-owned businesses are rapidly becoming a vital part of the economy, generating jobs and revenue while contributing significantly to overall prosperity. Supporting women entrepreneurs directly enhances their financial independence and wealth-building efforts, resulting in positive changes that benefit families and local communities.

2. Break Down Barriers

Women entrepreneurs frequently encounter unique challenges, from funding access to societal biases. Celebrating their successes helps dismantle these barriers and paves the way for future generations to come. Research shows that despite receiving less funding, women-founded businesses often yield a higher return on investment, highlighting their potential and the importance of investing in them.

3. Get Inspired with Fresh Perspectives

The visibility of successful women in business serves as inspiration for others, encouraging them to pursue their own entrepreneurial aspirations. The diverse experiences and viewpoints of women lead to innovation in products and services, enhancing creativity and problem-solving.

4. Reinvest in the Community

Female entrepreneurs tend to invest their earnings back into local communities, supporting other small businesses and initiatives, creating a cycle of growth. Many women-led businesses prioritize values such as inclusivity, and sustainability, promoting a responsible business landscape.

Celebrating women-owned businesses fosters a network of mentorship and collaboration among female entrepreneurs, promoting opportunities for success. The Women Mean Business event promises to serve as a platform for empowerment and innovation, paving the way for a brighter business future for our local community.

Register here

The Little Hill Real Estate Again Crowned “Best of El Cerrito”

Skye Christensen — Fri, 26 Sep 2025 20:31:42 GMT

Rachel Melby, founder of the Little Hill Real Estate Team, has once again been named the Best Real Estate "Rising Star" in the 2025 Best of El Cerrito awards. Melby says her first win two years ago helped launch her business and build momentum. “Winning Best of El Cerrito in 2023 was a turning point,” she said. “Displaying the BOEC logo on my website, Yelp, and emails instantly signaled credibility. It continues to open doors and validates my work in the community I love.”

A marketing and brand-building maven, Melby launched her real estate business with a simple philosophy: care over contracts. Melby believes clients deserve to feel informed and respected, rather than pressured into making quick decisions. That philosophy has earned recognition and loyalty from countless clients.

The Little Hill Real Estate Team leans into its community ties, presenting as more than just realtors. “We’re neighbors, hikers, volunteers, and local connectors,” Melby said. “We live here, we love it here, and we want that energy to ripple out to every client.”

For Melby, the 2025 award is more than a title. It’s validation of the trust she’s built, and in a competitive housing market, trust may be the biggest win of all. “As someone committed to building a business rooted in El Cerrito, there’s simply no higher honor [than winning BOEC],” she says. “It’s recognition that resonates with the people I most want to serve.”

Find out more about Best of El Cerrito here https://bestofelcerrito.com

President’s Message Fall 2025

Skye Christensen — Fri, 26 Sep 2025 19:58:15 GMT

Autumn is here, pumpkin spice is showing up on menus, days are getting shorter, and we’re gearing up for the holiday season. Pretty soon, we’ll be gathering with friends for holiday parties, wandering up to see the Sundar Shadi display up on the hill next to Moeser Ave, or visiting the Farmer’s Market to see the persimmons, apples, and grapes replace the summer harvest. In a region with only two seasons (fog or sun), it’s nice to be able to taste the turning of all four.

We have a few Chamber activities coming up soon. But first, a few words of thanks. This year, many businesses were honored through our Best of El Cerrito campaign — powered by your nominations and votes. I had the privilege of hand-delivering some of the awards, and let me tell you: the smiles, the surprise, the genuine joy — it was heartwarming. For many of these hardworking folks, it was a rare moment to feel truly seen and appreciated.

Running a business is no small feat. It’s long hours, tough decisions, and showing up day after day — often without any guarantee of appreciation. And while our minds tend to hang onto negative feedback, your votes and kind words broke through that noise. You reminded these business owners that what they do matters. On behalf of the entire business community, thank you for lifting them up.

Now, mark your calendar! Our second annual Women Mean Business event returns on Thursday, October 23rd, and you won’t want to miss this powerful afternoon of connection and inspiration. This year’s panel features an incredible lineup of local leaders: Esther Goodstal of Elevation 66, Skye Christensen of Sum & Circle, and Toia Mengesha of Gymboree.

Then on November 3rd, we’ll be joining our neighboring local Chambers of Commerce for a Fall Mega Mixer at El Agave Azul restaurant. These events have been restorative and full of great conversations. At the August Mega Mixer held in Crockett, we proudly hosted five tables and won some great raffle prizes!

A final request: let’s commit to shopping locally. Amazon and Walmart are hoovering dollars out of communities. But, when we shop in our local towns, we support the employees, the owners, their families, and the city services we enjoy like parks and recreation, public safety, and festivals — promoting the arts and culture that make this town special. Vote with your dollars — vote for El Cerrito.

Looking ahead, we’re preparing for 2026 with new networking opportunities, including more multi-chamber Mega Mixers, Member-sponsored mixers, a golf tournament, a classic car show, and events designed to support and grow your business. If you’re not yet a member or haven’t been active for a while, now’s a great time to jump back in.

As always, thank you for all you do to make El Cerrito vibrant, creative, and connected. Let’s keep the supportive spirit going — and continue to show up for one another.

Warmly,

Kevin O'Neal

President, El Cerrito Chamber of Commerce

A Bountiful Harvest: El Cerrito’s Thriving Farmers’ Market Update

Skye Christensen — Fri, 26 Sep 2025 19:41:02 GMT

The El Cerrito Farmers' Market has blossomed into a vibrant community hub, offering a range of experiences for visitors. With its recently expanded footprint, the market now features a diverse selection of vendors, showcasing fresh produce, artisanal baked goods, tasty treats, and handcrafted items. Patrons can enjoy the upbeat atmosphere, enhanced by the sounds of live music from local artists, which creates a festive ambiance on market days.

In a significant move towards inclusivity, the market is now fully accessible to all customers, proudly accepting EBT transactions. This initiative ensures that healthy, fresh food options are available to everyone in the community.

As a Certified Farmers' Market, it meets the high standards set by the State of California Department of Agriculture, assuring consumers of the quality and authenticity of the products available. The market has been operating since 1994, serving as a platform for local certified growers to connect directly with consumers while fostering a sense of community.

The Regional Farmers’ Market Association began operating the Market in May 2025. Manager, Greg Pursley, notes, “This is one of the more unique markets in the Bay Area... It’s not huge, doesn’t have huge crowds, but it’s got a good variety of products. It’s the place to come to because it’s a nice, casual market.”

The Farmers Market at El Cerrito Plaza welcomes visitors every Tuesday and Saturday from 9 AM to 1 PM, inviting everyone to come out, explore, and support local agriculture.

Find out more at ElCerritoChamber.org/Farmers-Market and on Instagram @ElCerrito_Chamber and @El_Cerrito_Plaza_Market

From Mark Figone’s Perspective, Business Is Always Picking Up

Skye Christensen — Mon, 11 Aug 2025 01:35:44 GMT

By Jon Bashor

Mark Figone still remembers the excitement of driving the streets of El Cerrito at the wheel of a garbage truck owned by his family’s waste disposal company, East Bay Sanitary Co. He was in high school, had just recently received his driver’s license and filled in during summer vacation.

“I’ve always been fascinated by cars and trucks and I loved driving a garbage truck,” Figone said. “I felt like the king of the world.”

And it sure beat another job he had working weekends at the company’s yard in Richmond. On weekends, he’d use steaming hot water and a pressure washer to thoroughly clean two or three trucks inside and out. That meant opening the large trash compartment, climbing in and spraying down every surface to remove the dregs of a week’s worth of garbage. The pressurized hot water and the waste created a steamy stench that still sticks in Figone’s memory.

Today, he works out of the company’s office on Kearney Street, running the company with his sister, Cara Figone. They’re the third generation to lead the firm that was started by their grandfather, Victor Figone, just before World War II. When the contract for collecting El Cerrito’s trash was opened to bid in 1939 or 1940 (the records aren’t clear), Victor Figone won out and the company has retained it ever since, renewing it at various intervals.

Such long-term contracts are essential in the industry, Figone said, given the necessary investment in equipment. A new diesel trash truck costs $400,000 or more and an electric version would cost upwards of $1 million, including the needed charging infrastructure.

Through the years, the Figone family has been active in the community, sponsoring a wide range of events dating back to the 1948 Fiesta del Cerrito. It has sponsored several El Cerrito Youth Baseball teams and continues to support the city’s annual 4th of July festival. Mark Figone followed in his dad’s footsteps and became active in the EC Chamber of Commerce in 2002, serving multiple terms on the board and serving as president for several years. He’s currently the chamber’s treasurer and the president of East Bay Sanitary.

With his sister, he oversees the company’s fleet of nine trucks, seven of which are on the road during the week, with two in reserve. Each day, the trucks run three residential routes, one-and-a-half commercial routes, one-and-a-half green waste routes and they handle debris boxes on a daily route as well.

The residential trucks each make 700 to 800 stops a day. The average truck load collected each day is between six and eight tons – well below the legal load limit of 10 tons. The total weight of household discards has remained about the same over the years, Figone says, but it’s now distributed between the bins for landfill waste, recycling and green waste. The amount of recycling is inching up.

Customers can also arrange for two pickups of bulky items twice a year. Years ago, all such items were collected twice a year – the first Saturdays in May and October. Figone remembers that as a high school and college student at UC Davis, he would return home for those two weekends to help collect the items – and often brought a few fellow students with him to help out.

At Davis, he earned his degree in environmental studies, with a focus on plant and soil science with the goal of a career in land reclamation. But the call of the big trucks was strong and the money was good, so he returned to the family business.

And while he never knows exactly what each day will bring, there have been some freaky surprises.

Back in the days before the trucks could mechanically grab and empty the bins, one of the crew on the truck carried a large can on their back. They filled it with the contents of customers’ smaller cans before lugging it back to the truck.

Figone recalled a day when he climbed up two steep wooden steps to get the produce waste from two 30-gallon cans behind a small market. With his can full and weighing about 100 pounds on his back, he was lumbering downward when he heard some scrabbling inside the can. He couldn’t stop and only realized the noise was from an opossum climbing out when the marsupial slid down the side of his face and landed in front of him, opened its long jaws and hissed loudly.

“It scared the ever-loving crap out of me,” he admitted.

Even with that, he has no regrets about his career path.

“I love coming to work and I love the industry, and the other people in the business,” Figone said. “And we’re very proud of our family history that’s been given to us. It’s been grand.”

Chamber’s Lunch & Learn Program Draws Crowd Hungry for Business Advice

Skye Christensen — Mon, 11 Aug 2025 01:29:05 GMT

By Jon Bashor

Offering two knowledgeable speakers discussing “Ways to Increase Business Profits” and a lunch catered by California Fish Grill, the Chamber’s June 26 noontime program drew an engaged crowd of local business owners. To sweeten the deal, desserts were provided by Sara Jaffe Bakes and Tish Charles’ Cakeish Bakeshop.

The speakers, Professor Nancy Mangold from Cal State East Bay and Thao Tao of Mechanics Bank, offered complementary views on increasing profits and dealing with business ups and downs.

Mangold, who has taught at Cal State East Bay for 38 years and is the Executive Director of the East Bay Small Business Development Center (SBDC) at the university, offered straightforward advice.

Create a business plan and effective business strategy: Identify the problem your business will solve and describe the solutions you are offering; What is your target market, and how will you reach those customers?

Then figure out how to execute your strategy with a marketing plan and decide on which metrics will show how well you’re doing. Is it sales? Net income? Do you have a financial plan?

She saved her best advice for last: Take advantage of the free training programs and one-on-one advising services provided by the SBDC. Learn more at eastbaysbdc.org or call 510-885-4801.

Thao Ta is the Senior Area Production Manager for retail banking at Mechanics Bank. His main advice was to dig into your business's financials – all of them, not just last year’s net income – and know your overall financial situation. Next, learn about what financial services are available to local businesses from your bank. Get to know your banking rep and consider setting up a line of credit before you need it. By then, it may be too late. For example, Ta cited a local business that had established a $100,000 line of credit and successfully maintained it. But they didn’t tap into it until a $130,000 tax bill arrived unexpectedly. Having the funds readily available kept the business open.

Learn more at mechanicsbank.com or call (510) 558-2300.

President’s Message

Skye Christensen — Mon, 11 Aug 2025 01:09:13 GMT

By Kevin O'Neal

Summer is in full swing, and there’s something about it that brings out the best in our community—sunny sidewalks, outdoor concerts, and small businesses buzzing with energy. This month, I want to take a moment to reflect on what makes El Cerrito special and share a few Chamber updates.

First off, a big thank you to everyone who voted in this year’s Best of El Cerrito campaign. It was inspiring to see so many local favorites celebrated—and a reminder that shopping, eating, and hiring local really does strengthen the heart of our town. Big shout out to our sponsors: El Cerrito Honda, El Cerrito Royale, El Cerrito Natural Grocery, Little Hill Real Estate, Red Oak Realty, Prospect Sierra, City of El Cerrito, NUG, Anime Island, East Bay Sanitary, and more!

At the Chamber, we're keeping that momentum going. We’re actively building partnerships that connect businesses and the broader community. One recent success was finding the Regional Farmers Market Association to take over operations of the El Cerrito Farmers Market. This partnership offers opportunities for Chamber Members and community groups to utilize market booth space, as well as adding more vendors, CalFresh, and live music.

Whether it’s co-hosted events, such as our Lunch and Learn, or having Members engaged in our booth at the July 4th worldOne Festival, or initiatives like our new Chamber Ambassadors program, we’re seeing firsthand how much more we can accomplish when we work together.

Looking ahead, we’re preparing for a busy Fall with new networking opportunities, workshops like the Women Mean Business forum, and events designed to support and grow your business. If you’re not yet a member or haven’t been active for a while, now’s a great time to jump back in.

As always, thank you for all you do to make El Cerrito vibrant, creative, and connected. Let’s keep the summer spirit going—and keep showing up for each other.

Warmly,

Kevin O'Neal
President, El Cerrito Chamber of Commerce

Freddie's Lifestyle Shop Brings Unique Flair to El Cerrito

Skye Christensen — Fri, 04 Jul 2025 17:43:46 GMT

El Cerrito, CA — In a community that thrives on diversity and creativity, a local gem has emerged to captivate home, music, and design enthusiasts alike: Freddie's Lifestyle Shop. This distinctive store, with its carefully curated assortment of fine furniture, music, and unique home goods, offers a unique flair likely to inspire everyone who steps through its doors.

Freddie's is the brainchild of husband-and-wife duo Jon Amolo and Linda Hong, who are committed not just to running a business but to nurturing their family in El Cerrito. Their passion for discovering hidden treasures and revitalizing them with a modern twist is reflected in an array of pre-loved and well-crafted items, epitomizing a playful and bespoke lifestyle that resonates with the local community.

The shop operates both as an online storefront and a welcoming physical location at 7523 Fairmount Ave, which is open Thursdays and Fridays from 11 AM to 6 PM. The brick-and-mortar shop has been running for about two years, but owners Amolo and Hong have been collecting for decades, with deep roots in the Bay Area. Their background and experience offer a unique aesthetic, with one-of-a-kind curation.

A notable highlight of Freddie's is its role as a distributor of USM Haller units, renowned for their modular and timeless designs. The store offers a selection of custom new and used pieces, complete with free delivery in the Bay Area and affordable shipping options nationwide. Shoppers can explore a variety of storage units and credenzas, with items frequently on sale.

One customer discovered a USM unit on Freddie’s Instagram account, which showcases their latest finds (@freddies.shoppe), only to find that Freddie’s shop was right around the corner from her house. She was able to walk in, photo in hand, and make her vision a reality with a custom-built turntable for her record collection. She could have conveniently browsed for new records while she was there. With a new stylish storage unit, might as well add a classic music selection to the mix.

In addition to its furniture offerings, Freddie's Lifestyle Shop features an eclectic mix of designer chairs, beautiful rugs, and a variety of home accessories that can enhance any living space. Music aficionados will find a treasure trove of vinyl records featuring classics from legendary artists such as John Coltrane and the Art Ensemble of Chicago.

For those seeking the perfect gift for design and music lovers, Freddie's offers convenient gift cards. Whether shopping for a new favorite piece for your home or expanding your music collection, Freddie's Lifestyle Shop invites the community to discover something special. With its convenient online shopping and a welcoming physical location, they make the shopping experience as accessible and enjoyable as possible. For more information or to start shopping online, visit the Freddie's Lifestyle Shop website https://freddies.shop/

Richmond Pizza House Delivers on Flavor and Friendliness

Skye Christensen — Fri, 04 Jul 2025 17:01:03 GMT

By Austin Garon

Richmond Pizza House, a beloved local eatery, continues to draw a significant following with its gourmet pizzas and inviting atmosphere. Boasting an impressive 4.5-star rating on Yelp, based on over 400 reviews, it stands out as one of the area's most cherished dining destinations. Indeed, I am now one of the many who can attest to the excellence of this establishment.

When I walked into the colorful, brick-framed eatery that sits on San Pablo Avenue just south of the I-80 overpass, the mouth-watering aroma presaged some sumptuous pizza pies. The first bite didn’t disappoint. The freshness hit my taste buds first. The salami had a robust, salty, savory flavor, and the red onions lent a nice crunch, balanced with a hint of sweetness. The decadent mozzarella was melty and rich. The marinara sauce had a fresh, tangy flavor that accented the toppings.

The locally sourced, quality ingredients help set Richmond Pizza House apart. The crust was deftly crisped on the outside, soft and chewy on the inside. Overall, this pizza, dubbed the "Jay Special" in honor of its creator, was a masterpiece – salty, cheesy, a trifle sweet, and bursting with flavor without feeling too heavy.

Beyond its outstanding pizzas, Richmond Pizza House takes pride in its meticulous cleanliness, creative menu, and the exceptional friendliness of its staff. The ambiance is casually inviting, making it a versatile spot suitable for a quick lunch, a serene dinner, or a lively gathering with friends and family.

In summary, Richmond Pizza House offers a truly delightful pizza experience, with the "Jay Special" being a must-try. Its winning combination of flavorful crust, fresh toppings, and a warm, welcoming atmosphere firmly establishes it as a must-visit for any pizza enthusiast. Pick out your own pizza at richmondpizzahouse.com

A Fresh Take on the Farmers Market at El Cerrito Plaza

Skye Christensen — Sun, 01 Jun 2025 17:07:49 GMT

The Farmers Market at El Cerrito Plaza is open every Tuesday and Saturday from 9 AM to 1 PM. It was established as a certified market over 30 years ago, but a tragic loss ultimately led to a moment of renewal. After a careful vetting process, a new operator was chosen to run the market as of May 2025. Regional Farmers' Market Association will operate our cherished local market.

Their mission is to create a sustainable platform for small farmers, independent food producers, and artisans to sell their products directly to customers. They will be a professional yet friendly presence and a responsible steward of our local market. Certified farmers' markets play a vital role in their mission, allowing farmers to showcase their crops and products to residents. They collaborate closely with farmers and producers to ensure that everything sold at the market is of the highest quality and fairly priced. Learn more

Local Multicultural Bookstore Celebrates Diversity and Literacy in the East Bay

Skye Christensen — Sun, 01 Jun 2025 17:03:40 GMT

Nestled alongside El Cerrito, the Multicultural Bookstore has become a cherished sanctuary for book lovers and a vibrant hub for community engagement. Embracing its mission to "Learn, Develop, Grow!" this enchanting bookstore celebrates the richness of diverse literature while fostering cultural awareness and education through its carefully curated collection. The El Cerrito Chamber of Commerce is proud to count the bookstore as one of our members.

Honored by Oprah's Magazine, the Multicultural Bookstore has been recognized not once but twice as an exemplary small Black-owned bookstore deserving of community support. Its profound impact is highlighted in an article that underscores the vital role local businesses play in enriching the community.

At the Multicultural Bookstore, customers can dive into an expansive selection that caters to a wide range of ages, from infants to adults. The store proudly showcases a remarkable array of literature featuring voices and stories from African American, Latino, Native American, Asian/South Asian, Filipino, and many other backgrounds. Readers can explore genres that encompass LGBTQ themes, disability awareness, and vital topics of diversity, history, language, and social justice.

Beyond its extraordinary selection of books, the Multicultural Bookstore creates an inviting and warm atmosphere. Visitors can savor complimentary coffee or tea paired with a delectable pastry while enjoying the lively ambiance. The bookstore also offers free WiFi, making it an ideal oasis for those looking to unwind or get some work done in a cozy setting.

The owners warmly invite the community to explore the store, which operates from Thursday to Saturday, 10 AM to 6 PM. For those seeking specific titles not currently in stock, the bookstore encourages customers to connect and request special orders, ensuring that everyone’s literary wishes can be fulfilled.

Tamara, the passionate owner of the bookstore and an author, is rewriting her beloved children’s book series, Just Imagine…What If There Were No Black People in the World? This inspiring series shines a light on the indispensable contributions of African American inventors and scientists. The project stems from Jaxon’s Magical Adventure with Black Inventors and Scientists, followed by three companion volumes, including a coloring book and an engaging activity book. Deeply committed to education and sparking inspiration in others, she consistently participates in speaking events that emphasize the importance of teaching Black history throughout the year.

The Multicultural Bookstore and Gifts stands as a powerful testament to cultural pride and the transformative power of literature, inviting everyone in the community to explore, learn, and grow together. For more information visit their website https://www.multiculturalbookstore.com/