The tranquil streets of downtown Hollister will soon erupt with the roar of thousands of motorcycle engines when the 61st annual Hollister Motorcycle Rally revs into high gear July 11 through July 13.
Beer, babes and bikes will abound while streets are cordoned off, stages are set and merchandise is displayed on San Benito Street between Fourth and South Streets.
"It's gonna be a party, that's for sure," said Seth Doulton, owner of Horse Power Promotions, the marketing firm tasked with promoting Hollister's largest shindig.
And this year for the first time, the city, along with the San Benito Chamber of Chamber of Commerce, are looking to turn the big fun into big bucks.
At the center of the city's profit equation? T-shirts - 40,000 to be exact.
At $20 for the short-sleeved variety and $25 for long-sleeved "Official Hollister Motorcycle Rally T-shirts," the 40,000 tops could potentially bring in $900,000 in revenue to the cash-strapped city coffers.
"This is the largest event in the county. Last year we covered our costs, and this year we hope to do even better," said Hollister City Manager Clint Quilter. "Anytime you can have tourists come and you can make money from it, it's a good deal for the community."
Local residents can get merchandise at a slightly less expensive rate this weekend. Starting Friday in the Veterans Memorial Building, packages of three shirts, a rally pin and rally cap will go for $60.
The rally traces its roots back to the infamous July 4, 1947 "invasion" in which 4,000 motorcycle enthusiasts converged on the town and, due to scattered acts of public intoxication and sensationalized media coverage, the iconic "outlaw biker" was born.
Today, the tradition continues, although merchandise and memorabilia has taken center stage while the city and nonprofit organizations try to earn some revenues when thousands of visitors and their respective wallets and purses enter the city limits.
Doulton stood amidst piles of leather jackets, skull caps and T-shirts and said although there was plenty of work to be done, he couldn't wait for the fun to begin.
"Whether you like it or not, the biker rally is the biggest event in San Benito County," Doulton said. "I think the town has finally come to embrace the rally, and the rally has come to embrace the town."
Music will be a constant fixture at the rally with 21 bands rocking three stages all weekend long.
"There is going to be more than 100 hours of music at the rally," Doulton said.
For early birds, the fun begins at 7 a.m. next Friday with the Biker Breakfast - an all-you-can-eat smorgasbord at the United Methodist Church. By 9 a.m. the party will have officially started with the Jack Daniels Experience, which lets visitors "experience" Jack Daniels whiskey in various ways. The party continues all day with a Bike Blessing at 11:30 a.m. and Bike Show Awards at 2 p.m.
The High Rollers Stunt Team will be a new addition to the show and will feature bikers performing senseless acts of motorcycle insanity on the "Wall of Death."
Curtis Cartier Curtis Cartier covers the City of Hollister and public safety for the Free Lance. Reach him at (831) 637-5566 or email him.
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