A collection of pop-ups called The Spot opens in Greenville after Dixie Fire.
When the Dixie Fire leveled the quaint town of Greenville, Calif., in 2021, it wasn’t only homes that were lost; many of the area’s businesses also were destroyed.
With people moving away as a result and few businesses still operating, Greenville was in danger of becoming a ghost town.
“There were people from Greenville who were hesitant to rebuild because there were no businesses. Business [owners] felt the same way; if there was no community, how would their stores stay open?” says Kest Porter, a resident of Greenville who lost his own home in the fire.
Instead of giving in to defeat, the resilient residents of Greenville and its neighboring towns decided to rely on an urban trend to rebuild: pop-ups.
X Marks the Spot
Along the town’s main drag, Pine Street, lots went up for sale and business owners erected modular buildings for shops, restaurants, and more. The continuous stretch of businesses is called The Spot, and it encompasses both older businesses whose owners wanted to rebuild and new owners who wanted to take advantage of the retail park’s opportunities. Many previous owners even purchased additional lots, and some business owners rented land owned by the Indian Valley Chamber of Commerce.
Not only were there several plots available in one main area to create foot traffic at Greenville’s new pop-up business district, but also a $78,700 grant managed by the Sierra Institute helped to create the properties’ infrastructure. The project also received help from The Almanor Foundation, based in Chester, and four other funding partners.
The goal was not only to save the businesses lost in the fire, but also to bring hope to Greenville, encouraging people to stay in the California town and help to revitalize it, despite a serious setback. With more businesses operating, more residents were likely to rebuild their homes within the town limits as well.
Businesses located at The Spot include The Valley Grind coffee shop; Crushabowl, a food truck with healthy offerings; The Way Baby Way Station, a bar and food truck; The Lunch Box, a food truck serving breakfast and lunch; Region Burger restaurant; and Hawt Dog, a hot dog stand. The Spot’s Facebook page includes details on new businesses as well as community events.
A Town Rebuilding
Greenville still is in Phase 0 of its three-phase rebuilding plan. The goal is for Greenville to meet or even surpass its previous vitality by working with professionals who are well-versed in disaster renovations.
“We have lost much to Dixie, but we have gathered as a community to make the revitalized town a new and improved version for all,” Porter says, “and an asset to the county.”
For details, find The Spot on Facebook.
