StreetFront to StoreFront: Salinas Launches Pilot Program to Boost Downtown Business Growth

Do you own a small business? Are you interested in moving into a brick-and-mortar space in Downtown Salinas? The City of Salinas is rolling out From StreetFront to StoreFront, a pop-up pilot program designed to help local entrepreneurs take the next step in growing their businesses.

The program will temporarily place selected businesses into vacant downtown storefronts at a reduced cost, giving them the chance to operate in a real retail environment without the full financial risk of a permanent lease. Participants will have the opportunity to build visibility, reach new customers, and gain valuable experience in a commercial setting. “The financial barriers tend to be pretty high to start a business,” said Assistant City Manager Lisa Murphy.

To support entrepreneurs, the city will negotiate below-market rents—up to 50 percent off—and cover the first six months of rent. “We will financially support them by paying the first six months of their rent. In return, they pay the city 10 percent of their revenues,” Murphy explained. Beyond financial aid, participants will receive business coaching, resources, and guidance in financial planning.

The pilot program, starting with $10,000 in funding to assist two retail businesses, is part of a broader two-year economic development work plan unveiled at the Salinas Finance Committee meeting on August 12, 2025. Murphy outlined five strategic goals for the city’s newly established economic development division, including strengthening local businesses, attracting new enterprises, promoting Salinas as a vibrant destination, optimizing land use and infrastructure, and enhancing city services to create a business-friendly environment.

Murphy emphasized the intent of the pilot: “They are secure enough and have done well enough that they want to either stay in that location or move to another brick-and-mortar spot.” Similar programs in cities such as San Jose, Santa Cruz, and Fairfield have boosted sales, supported business incubation, and strengthened community engagement.

Salinas hopes to launch the program this winter. Murphy called it “a low-cost, high-impact strategy to boost our local economy, and uplifts small businesses.” Local entrepreneurs interested in participating are encouraged to complete an interest form so the city can learn more about their business needs.