Saturday, July 18, 2009

283: El Cerrito's revenue whale on San Pablo, 1987

283.

Published news story for El Cerrito Journal by Lurene Kathleen Helzer, April 30, 1987, “Plaza Developers Receive Extension To Find Key Development Tenants”. This was about redevelopment of the unroofed El Cerrito Plaza, viewed as commercially outdated by 1987.

The city’s redevelopment agency viewed the shopping plaza as El Cerrito’s revenue leech on San Pablo Avenue. It was not producing adequate tax revenue, but required the same city services that any other major commercial property would require.

San Pablo is the city’s main drag. The plot of land was a story in itself. It was a dog racing track from 1932-1939. It was a trailer park housing defense workers during World War II. Then, a drive-in movie theater between 1948 and 1957.

When it became a shopping center in 1958, it was an important change of tone in a city more known in decades past for its casinos, bars and dog racing tracks. It could now attract reliable commerce.

After all, the guy who staggers into town with a few hundred dollars in 1938 is there for only one reason: to lose it at the casino, saloon or races. He’s not there to blow it on fine home furnishings.

So, the town’s redevelopment staff in 1987 was trying to make the city more appealing for the modern shopper. Let’s face it: dog tracks don’t attract middle-class crowds with kids on Saturday nights.

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