At Hercules’ Bay Front Festival, small businesses chase customers amid rising costs
on October 5, 2026
Families moved between rows of vendor booths along the Hercules waterfront Sunday, stopping for food, jewelry, paintings, toys and plants as children played nearby and dance and martial arts groups performed at the fifth annual Bay Front Festival.
While businesses filled the festival grounds, hundreds of runners started the day on the waterfront for the eighth annual Bay Front Run, which included 5K, a 10K, a one-mile run and children’s races. More than 380 runners joined the fundraiser to support the Hercules Education Foundation, which gives teachers over $20,000 annually for classroom needs.
Under hot, sunny skies,children browsed toy stands while dance performances and martial arts demonstrations added to the day’s bustle.
More than 45 vendors, ranging from food and technology businesses to artists, jewelry sellers and home-based entrepreneurs, participated in this year’s festival, which the Bay Front Chamber of Commerce hosted along with the city.Some of them return year after year, trying to build a customer base
“A lot of them are home-based, so this is their opportunity to get out in front of the community to promote their products or the services that they provide,” said Sylvia Villa-Serrano, executive director of the Bay Front Chamber.“They’re out in the community face to face with people.”
Some vendors described a difficult economic reality.
Maria Galaviz operated two booths Sunday, selling sterling silver jewelry and children’s toys. Her reason for participating was straightforward: “To make money.” That has become harder, as the price of sterling has doubled, she said, cutting into her profits.
Galaviz said business at the festival was “pretty good.” “You never know when you do a show like this, are they going to attend, or are they going to buy?” Galaviz said. “Is it gonna be worth it?”
Hercules Mayor Chris Kelley said events like the Bay Front Festival give small businesses exposure.
“They don’t have the marketing budgets that large businesses have,” Kelley said. “This gives people in the community an opportunity to see what these small businesses offer.”
Like many of those who attended, Brionna Garner, of Rodeo, moved through the festival, browsing and then stopping to buy food — she chose Curbside Kitchen.
“It’s really nice to be out and about in community with people and enjoying the good day.” Garner said.
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