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!”

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

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!

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

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. "

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

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

Feature your business in the Insider

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