FROMSTREETFRONTTOSTOREFRONT:PROGRAMPROPOSAL
THE CITY OF SALINAS
PREPARED BY: THE CITY OF SALINAS ECONOMIC DEVELOPMENT
TABLE OFCONTENTS
01 Program Overview
02 Background & Program Process
04 Lease Structure & Responsibilities
03 Eligibilty
The Pop-Up Program: From StreetFront to StoreFront is an exciting initiative by the City of Salinas to support entrepreneurs who are ready to take the next step in growing their business.
This pilot program will temporarily place selected businesses into vacant storefronts in Downtown Salinas, at reduced cost and with support, giving them an opportunity to operate in a real retail environment without the full financial risk of a more long-term lease.
The program will solely be targeting innovative, out-of-the-box businesses that can bring foot-traffic and vibrancy to Downtown Salinas.
Benefits?
Promote Salinas as a Vibrant
Destination
Increase temporary activation of
underutilized spaces
Attract New Businesses
Highlights the City’s competitive
advantage
Promotes Public Safety (reduces
chances of vandalism & trespassing in
vacant spaces)
This is a chance to
build visibility, reach
new customers, and
gain valuable
experience in a
commercial setting.
PROGRAMOVERVIEW
1 BACKGROUND
“Success does not mean
leaving Salinas, it means
investing in it.”
– Aessa Lynn
HOW DOES IT WORK?
The City enters a master lease with
willing Downtown Salinas vacant
property owners at a below-market
rate. Eligible businesses apply for the
program, are selected, and enter a
sub-lease with the City to be placed in
a temporary storefront.
The City works with the business to
ensure it abides by all regulations and
offers further support for the
business’s success. A local small
business gains experience in a brick-
and-mortar space, the property
owner earns some revenue, and the
location is advertised to prospective
owners.
IDEAL OUTCOME
The City of Salinas has grown to raise
many young and eager entrepreneurs,
from arts and crafts to authentic retail
The people of Salinas have a strong
work ethic and have contributed
positively to the community around
them.
Many California cities – including San
Jose, Fairfield, and Santa Cruz—have
implemented successful Pop-Up Shop
programs that encourage unique
retail activation through small
businesses. These programs have led
to millions of dollars in sales as well as
an overall boost in community
engagement and enthusiasm.
By researching and developing off of
these successful programs, Salinas too
can create a space for small business
creativity as well as exciting
community destinations.
BACKGROUND
2 POP-UP BUSINESS
OWNERS & PROPERTY
ELIGIBILITY
Operational Experience: Applicants
must demonstrate knowledge in
operation and management in their
retail business.
Licenses & Insurance: We strongly
encourage applicants to have a valid
business licenses as well as insurance.
Financial Capacity: Applicants must
demonstrate sufficient financial
capacity to cover initial lease costs,
security deposit, and ongoing
operating expenses.
Managerial Resources: The applicant
must show they have adequate
managerial and staffing resource
throughout the pop-up term.
To ensure the upmost success program applicants must meet the following minimum qualifications to ensure a high quality and successful pop-up operation:
Permits: We require the properties
to be permitted for retail use and
require no extra renovations.
Program Alignment & Concept: The
proposed pop-up concept should
align with property owners!
Program goals of activating vacant
spaces and enhancing downtown
vibrancy with complimentary, not
duplicative, uses.
Willingness: Property owners must
be willing and open to the program
and understand potential risks, as
outlined in the lease.
3 Pop-Up Business Owners Property
01. The City would enter a master lease with
the property owners of the vacant spaces
in Downtown Salinas. This lease would
guarantee base rent at a heavily reduced
rate, providing revenue while also
maintaining affordability for the City and
the pop-up business owners.
The average rate per square foot in
Downtown Salinas is $2.25 sq ft per month.
Thus, we suggest that the City provide a
base rent of $1.00 sq ft per month, in
addition to 10% of the monthly revenue
earned by the pop-up business (up to a
maximum of $2.00 sq ft per month).
LEASE STRUCTURE 02.
The responsibilities of the program would be
split based on the master lease. Given that
the purpose of the program is to allow the
small business to flourish in a brick-and-
mortar the responsibilities would be split
between the master lease holder (The City).
the property owners, and the sub-tenants.
The City of Salinas:
Rent up to 6 months (at reduced rate)
Business Support
$1,000 New-Tenant Grant (for minor
tenant improvements)
Pop-Up Business Owners:
10% of Monthly Sales (given to Master
Lease Holder)
Security Deposit
Insurance
Utilities
RESPONSIBILITIES
4 LEASE
STRUCTURE &
RESPONSIBILITIES
THE CITY OF SALINAS -
ECONOMIC
DEVELOPMENT
2 0 0 L i n c o l n A v e ,
S a l i n a s , C A 9 3 9 0 1
( 8 3 1 ) 7 5 8 - 7 3 8 1
salinas.gov