Julian Aguirre, the city’s Economic & Redevelopment manager, shared his annual report with the Ceres City Council last week, highlighting city efforts to attract new businesses and retain existing ones.
“Staff is actively engaging businesses and property owners to enhance the local economy,” said Aguirre. “The focus is on recruiting businesses to fill vacant buildings and lots, ensuring these spaces contribute to the community’s growth and development.”
City priorities include helping to attract manufacturing firms and family entertainment, and with only two residential building permits in 2024, additional housing.
The city has identified 98 vacant parcels in Ceres with potential for industrial, commercial or housing development and in December reached out to 22 property owners to discuss development opportunities.
“These discussions involve exploring opportunities for revitalizing vacant spaces and/or repurposing existing structures for new uses.”
Ceres, Aguirre cited, is “an emerging community” with around 49,302 residents with an average age of 32 and a median household income of $76,862, a slight increase from 2021. Those figures, he said, are an attractive demographic profile for both residential and commercial investors.
During 2024, Ceres processed 368 new business applications at a time when the city has more than 2,000 active businesses, with 325 employing fewer than five workers.
The Economic Development Department has increased its business engagement and retention efforts in the community, Aguirre noted, with a focus on recruitment efforts for vacant buildings in downtown area and for vacant lots in the area.
Aguirre reached out to 118 businesses in Ceres during 2024, offering support and helping connect business owners with resources, while also receiving feedback regarding homeless affecting businesses.
“We engaged with 96 new businesses that applied for their business licenses, utilizing welcome emails and letters, along with in-person site visits, to foster positive relationships. Moving forward, we will maintain our open-door policy with businesses and continue to strengthen our support and communication efforts.”
The city made an effort to attract new business at the March 2024 International Council of Shopping Centers (ICSC) conference in Monterey and followed up with phone calls. In 2024 Aguirre reached out to 77 developers and businesses, ranging from the Yogurt Mill, to large franchises such as Inspire, Sonic, Chick-fil-a, Bloomin’ Brands, Crave, Stapleton Group, Lockehouse and Kosmont.
“We will continue our outreach to engage in productive conversations with businesses and developers, as well as connecting with property managers of vacant lots in Ceres,” he told the council.
Aguirre shared that Ceres traffic flow information gleaned from newly installed traffic cameras is being used to highlight that Ceres is a viable market for new businesses.
“Despite our population size, Ceres boasts four major intersections that experience nearly four million vehicle trips, showcasing significant local and visiting trips to our city. This comprehensive traffic data underscores the desirability of these locations for businesses that depend on high visibility and easy customer access.”
In December, the city saw:
• 1,518,777 vehicle trips through the Hatch and Mitchell intersection;
• 1,377,480 vehicle trips through the Hatch and Herndon intersection;
• 1,254,239 vehicle trips through the Whitmore Avenue and Mitchell Road intersection;
• 1,041,050 vehicle trips through the Service and Mitchell intersection.
He also compared data regarding November visits to the Walmart Supercenter in Ceres and the Target store in Turlock. Walmart in Ceres saw 145,000 visits while Target saw 105,000.
He compared the November visits to the In-N-Out in the Ceres Gateway Center to the In-N-Out in Turlock, showing Ceres had 55,000 versus 66,000 “so we’re not too far behind.”
Aguirre also looked at the visitation data of Raising Cane’s in Ceres and the one on Pelandale Road in Modesto. The Ceres eatery saw 58,000 while Modesto saw 50,000, noting “so we superseded them.”
Among the grand openings and five ribbon cuttings at new businesses attended by Aguirre and the city were for Ceres Family Dental, Flawless Suites, AM/PM at Service and Morgan, Nick the Greek, Tractor Supply, 76 gas station, Doghouse Taproom, El Tarasco Snacks, Cupcake Boutique and the Grub Hub.
Looking to the new year, Aguirre said several community courses are scheduled, including a six-week cohort on business entrepreneurship in partnership with Stanislaus Equity Partners; and a Chase Bank workshop on improving credit and managing debt. There will also be a chance for electricians seeking state certification to attend a two-day seminar sponsored by a local business. Additionally, the city is collaborating with the state Employment Development Department (EDD) to hold an annual job fair this fall.
Aguirre also told the council that the city is facing challenges, such as overcoming aesthetic concerns in the community and socioeconomic factors.
“While our Central Valley location is a strength in some ways, it sometimes is perceived as a limitation.”
He also stated that downtown Ceres “struggles with outdated aesthetics and limited retail and service users.”
