CHICO, Calif. — Downtown Chico saw a surge in foot traffic Saturday as the third nationwide “No Kings” protest brought in crowds of demonstrators, boosting business for many local shops and restaurants.
The protest, which included the “Festival for Democracy” at City Plaza, organized by Indivisible Chico, coincided with the Saturday morning market. Together, the events transformed downtown into a lively public space, drawing protesters, families, and community members into the downtown area for the entire day.
Streets surrounding City Plaza were closed to vehicle traffic from 10 a.m. to 6 p.m., allowing pedestrians to take over the downtown corridor and engage with local shops, artists, and vendors who set up booths for the event.
Mayra Hernandez, owner of Pupusas El Pulgarcito, said the day brought a mix of emotions but ultimately strong business.
“Excited, nervous, happy — there’s a lot of emotions. It’s going to be busy for me. I love to work, I love to make pupusas. Happy because I’m going to get business,” Hernandez said.
Other downtown businesses reported similar increases in customer traffic, with many attributing the surge to the combination of the protest and weekend events.
“Not just the protest but also the Saturday morning market — we’ve had a bunch of customers coming in, we’re slammed right now,” said Thea Nicoles, a barista at Naked Lounge.
Brandon Squyres, owner of Naked Lounge, said the increase in customers was clear, crediting much of the traffic to the protest. He added that beyond the economic boost, events like these can also encourage broader community engagement.
“A lot of times I think it’s easy to get apathetic in a small town where you think maybe my voice doesn’t matter,” Squyres said. “But it does matter to get it out there — to get the people around you thinking a little more. Whether you believe them or not or think what they think, I think it’s good to have a conversation.”
The “No Kings” protests, held in cities across the country, are aimed at President Donald Trump’s second-term administration. Demonstrators say they are speaking out against what they view as government overreach, citing concerns ranging from foreign policy decisions to immigration enforcement and the rising cost of living. Many protestors describe Trump’s leadership as more monarch than president, voicing concern about the concentration of power in Washington.
In Chico, the event remained peaceful, with many attendees spending time downtown beyond the protest itself — shopping, dining, and visiting booths set up by local artists and organizations.
For some attendees, the event was also about community and shared values.
“Seeing other families going through this breaks my heart. I think we just need a better future for our children. I’m proud of our community stepping out against the hate going on in the world right now. It’s a really beautiful thing,” said Chico resident Tehya Martin.
By the end of the day, as the protest wrapped up, the impact on downtown was clear: a day that blended activism with economic opportunity, giving downtown Chico a meaningful boost.
