At a City Council meeting early this fall, Claremont officials decided to seek proposals from large national and regional chain stores. Mayor Corey Calaycay explained that the long-existent “stigma” against “big boxes” in the city has resulted in economic woes.

Calaycay said the city relies heavily on sales tax revenue. He said the city is particularly dependent on auto businesses, which generate two thirds of their sales tax revenue.

However, due to the recent financial instability and the closure of several Claremont auto dealerships, the revenue has “dropped to half in the past year or so,” said Calaycay. Neighboring towns like LaVerne, however, are more financially stable, since they have “embraced stores such as Target and Walmart,” he said.

Assistant City Manager Tony Ramos said the city’s motivations are not purely financial.

“We did a gap study analysis on the money spent outside of Claremont,” he said. “We need to satisfy a need for the community.”

“There’s a shortage in reasonably-priced clothing, for example,” agreed Calaycay.

The Council hopes this decision will gain more support from the Claremont community. Steven Watts, an employee of Bert and Rocky’s Cream Company, said he fears that accepting larger chains “endangers the city’s small town feel, which is part of its charm....Small business owners can address the community’s needs.”

Arlene Alvarez, owner of Fresh Produce, disagreed.

“I don’t think [chain stores] would hurt; they would bring more traffic,” she said. “Our Upland friends would come and our Rancho Cucamonga friends would come. The charm is cute, but if no one comes to the Village, the businessesv don’t do well. Students’ parents come to visit them and we don’t have necessities.”Others expressed uncertainty about the issue.

“I’m on the fence,” said Donna Daniels, owner of The Grove Vintage. “It doesn’t matter how charming it is if people don’t come. So I see the need for [chain stores], but not in the Village proper.”

City officials are not planning to develop the Village. Instead, they are focusing on freeway and commercial areas outside of it, such as Auto Center Drive.

“Progress is already being made at Peppertree Square,” Calaycay said. “An architect is already looking into improving it and we’re specifically looking for a supermarket and a drugstore.”

There is currently a ban on drive-through restaurants, but Calaycay spoke about the possibility of drive-through banks and pharmacies.

Though they are still working on garnering support from their constituents, the city officials are ready to review proposals.

“At the end of the day, it’s about providing service and jobs to the community,” Ramos said. “If it’s done right, the retail mix will fit right in.”