It’s not just businesses in East Salinas but also the nonprofit business association that represents them that are facing a tough time. According to a 2024-25 annual report by the Salinas United Business Association (SUBA), only 40 percent of 420 business’ dues have been paid for the year, meaning only $40,550 has been collected of $100,440 projected in revenue from dues.
Assessments collected have declined by 43 percent since 2017, although the dues are mandatory for businesses that operate in the geographically established Business Improvement Area.
“SUBA is reducing the goals and objectives in the number of services being provided… due to the low volume of assessments collected,” the report states.
Alejandro Chavez, executive director of SUBA, points to the Covid-19 pandemic for a downturn starting in 2020, and Trump administration policies on tariffs and immigration for a current slowdown.
Delia Luevano manages Alisal Shopping Center and is a longtime business owner of La Movida Night Club and Bar Rio, a tavern. She says business has been bad in recent months, as most of her clients are farmworkers who are afraid to go out. She adds that most businesses in the shopping center are facing similar issues. “They all have their sales cut in half,” she says in Spanish.
Tariffs are also impacting her costs. She used to pay $24 for a 24-pack of beer, but now she’s paying $32. “Tariffs hadn’t been increased yet and companies had already raised prices,” she adds.
She has increased prices (by $1) and her clients have complained: “They don’t want to pay, they think it’s too much,” Luevano says.
She pays over $15,046/month in rent for both businesses. To keep afloat, she has spent $30,000 from her emergency funds and invests her entire earnings from managing the plaza.
Luevano says if business doesn’t improve, she might be forced to sell or close: “As long as [Trump] is in the presidency, I think everyone is going to file for bankruptcy because there are no sales.”
