SoCal City Offers Retail Businesses Rent at $1 Per Month

Would-be SoCal store-owners are in for the deal of a lifetime.

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The city of Ontario, Calif. is seeking applicants for a retail pop-up pilot program—with rent set at just $1 per month.

As a part of a plan to reinvigorate its historic downtown shopping and commerce hub, Ontario will offer lucky applicants nearly free short-term rentals of city-owned commercial spaces for up to six months. A part of the city’s Downtown Ontario Activation Strategy, the program aims to support small businesses looking to establish their own stores within the next two years. It will act as a springboard for local entrepreneurs and retailers selling goods like apparel, footwear, jewelry, art, pottery, specialty foods and more, organizers said.

“The Downtown Ontario Retail Pop-Up Program is looking for unique businesses and entrepreneurs that have a desire to test to their products or services, with a longterm goal of opening their own brick-and-mortar ,” they added. Selected businesses will have the opportunity to showcase their offerings in a retail space, some for the first time, and explore the viability of the local market.

Interested parties have been asked to submit applications for the program by June 24. Those chosen must provide their own liability insurance matching the city’s requirements, as well as business licenses and health permits as needed. Economic development staff will provide some assistance in obtaining permits, marketing new businesses and making inroads with the Downtown Ontario Improvement Association (DOIA).

Chosen businesses will also be required to make a refundable deposit to the program of about $1 per square foot—an estimated $1,000 to $2,000 up front. After that, they’ll pay just $1 per month.

Several businesses have already set up shop at the location on Euclid Ave. and B Street, including streetwear and vintage boutique Street Culture.

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A program pioneer, Street Culture opened its doors last November, according to co-founder and Ontario native Steven Alvarez. The entrepreneur and two associates had been selling vintage duds and sneakers at swap meets and events like the Rose Bowl Flea Market before hearing about the Ontario pop-up program.

“We sell a variety of sneakers: Adidas , Jordans, Yeezys , New Balances—all the trending sneakers in today’s market,” he told Sourcing Journal. “We also sell vintage clothing from the ‘80s, ‘90s and early 2000s, from anywhere from Harley Davidson to Disney.” Street Culture also makes and markets its own in-house line of merchandise.

Alvarez said the city’s offer to subsidize rent for the 900-square-foot store has been a game-changer—and it has also been paying for utilities. This has allowed the store’s co-founders to focus on growing the business, generating a following through social media and connecting with local shoppers.

According to Alvarez, the city is working hard to bring more foot traffic to downtown Ontario, where a number of storefronts still stand empty after shuttering during the pandemic. As the pop-ups begin to open their doors, city planners are holding events like concerts and movie nights to attract and engage the Ontario community.

“There’s a lot of vacant businesses here in downtown; they’re just trying to help small businesses get in here and revamp the whole downtown environment,” Alvarez said.

At the end of the program’s run, he said he anticipates Street Culture making a permanent home in Ontario, again with the city’s partnership. “Even after this program is over, they’re still going to help us and assist us to find something nearby or here in downtown as well,” he added. “You know, the city of Ontario—there’s a lot of potential here. There’s a lot of community that wants to do something.”

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