Q & A with Coronado MainStreet's Rita Sarich

Coronado MainStreet, a downtown revitalization program, formed 23 years ago to address a deteriorating Orange Avenue corridor that had a vacancy rate of 35 percent. 

These days it’s hard to imagine Orange looking run down. 

Since 1988, Coronado’s main drag has seen a renaissance. Orange boasts a variety of restaurants, retail and coffee shops, , candy stores, the downtown plaza and fountain, and, now, of course, the re-opening of . 

The mission of MainStreet (which has local organizations throughout the country) “to revitalize Coronado’s downtown through preservation and beautification for the benefit of the entire community.”  

Now that the organization has, in many ways, achieved its biggest goals (though I know they have their sights set on the long vacant ), their most significant annual effort is the regular work that goes into the design and maintenance of the median gardens, which are paid for by donations and without any public funds. 

Rita Sarich is MainStreet's Executive Director and community liaison for the organization. Recently, Patch sat down with her to catch up and learn about what’s happening in town because few people know more about what’s really going in Coronado than Sarich, who attends almost every City Council and commission meeting.

Patch: What are your day-to-day roles these days? 

Rita Sarich: We are busy. Maintenance and installation of the median
gardens is always a top priority. We put on every year which attracts roughly 10,000 people to town.  We host on Halloween and we maintain the white lights on most buildings in the central business district. We manage the Coronado Currency program, a program designed to encourage shopping locally and our annual Garden Party that raises money for the median gardens. Those are our main yearly staples.  Daily, I monitor what is going on in town with a specific eye to potential changes and projects on Orange Avenue.

I am an aggressive advocate for a balanced Orange Avenue. By that I mean, MainStreet strives to speak for all of the downtown stakeholders, including residents, on what Orange should look like.  We want the town to grow with balance and scale that is considerate of our unique history. So, to ensure MainStreet advocates effectively, I find myself often speaking to the council, city staff, business owners and property owners to ensure they hear our voice.

Patch: Well, then, naturally I must ask: What is your relationship with the city like?

RS:  Great. We are partners.  Coronado is the most responsive municipality I have encountered. I talk to my counterparts across the country and they are envious. Coronado is unique in how everyone here interacts with our government, neighbors and civic organizations … a lot of mutual respect exists here. One way we partner with the city is we inform them of code compliance issues. I am always keeping my eye out for violations.  The city appreciates the support and we work together in tandem on many projects.

Patch: What are MainStreet’s plans for the future?

RS: In 2000, we were awarded the national Great American Main Street Award from the National Trust for Historic Preservation.  This award signaled that we had achieved many of our original goals from our founding in 1988. We did this through implementation of the Orange Avenue Corridor Specific Plan, installation of the median gardens, restoration of the Spreckels Building, initiating sidewalk dining, recommending the Vacant Premises Ordinance and the new plaza and fountain among other projects.  So, with those projects complete, we are in maintenance mode, as they say. 

Patch: What is MainStreet’s role with the ?

RS: We have a voting seat on the nine-member board. The
organization has had a very productive first year and we are proud to represent the MainStreet perspective. We are supportive of the mission and intent of the organization and realize that marketing Coronado benefits local business which, in turn, ultimately benefits residents. I suspect it will be an important local asset. 

Patch: Can you tell us about how the new 15-minute parking spots on Orange Avenue came about? 

RS:  This concept was proposed by many of the local liquor stores to ensure quick in-and-out access to their stores. After consulting with community groups, the City put the plan together. I think it was a good compromise with one per block.  It will be reviewed to make sure the goals are being achieved and they are located in the best spots.

Patch: Parking is always a political topic in town.  Are Coronado’s parking issues just something we need to accept or are there viable solutions?

RS: According to numerous professional parking studies, we don’t have a parking problem. However, I understand when a business owner is frustrated that people can’t find parking right in front of their shops.  So, I guess, we have a perceived problem and summertime parking is very challenging. 

Patch: It looks like Orange Avenue is poised to see three new restaurants open up this summer.  It is fair to say that the recession in town is over?

RS: With a few glaring exceptions (empty storefronts), it does seem to be improving. The hotels are doing a bit better so I think there are some signs of recovery; at least I hope so for everyone’s sake. 

Patch:  Do you think the Village Theatre can serve as
a catalyst for further revitalization for that segment of Orange Avenue? 

RS: I most certainly do. It’s a great (re)addition. 

Patch: Lastly, for those who aren’t clear on the differences, how is MainStreet different from the Coronado Chamber of Commerce? 

RS: For one, we are not a membership organization, per se. The MainStreet philosophy considers business owners, property owners and residents all members of Coronado MainStreet. Like the and other community organizations, we seek a vibrant and healthy downtown. MainStreet is committed to keeping our downtown authentic, attractive and from looking like “anyplace USA”.

This, we believe, will ensure that residents and visitors keep supporting our downtown businesses. We like to think of the downtown as Coronado’s living room and, more importantly, a family room. 

MainStreet hosts its Garden Party celebration Sept. 10 at the Baby Del, 1144 Isabella Ave. It's the 20th annual party.