The downtown I saw: News and other observations after walking Pleasanton’s Main Street

Main Street is a source of great pride for the Pleasanton community, but the public discourse has seen downtown maligned more so than praised in recent months.

That’s the vibe I’ve gotten anyway, from the retorts during the divisive municipal campaign season last fall to recurring chatter on local social media channels to even last week’s conversation in the city council chambers. 

So I decided to take a good look for myself, making multiple trips down and around Main Street during the past week and talking to sources. 

The downtown I saw had plenty of positives, several clear areas in need of improvement, some intriguing unknowns and most importantly for me, selfishly, a lot to report on.

I won’t bury what many readers might consider the lede: the long-empty corner unit at 401 Main St. (formerly Café Main) is on its way to becoming Nela’s Kitchen, an Afghan fusion restaurant with a full bar. 

“The property owner and restaurateur have put significant funds into the improvement of this space and everyone is so excited to see the final result,” Pleasanton Downtown Association Interim Executive Director Laura Brooks told me on Tuesday. “They are hoping for a late spring or early summer opening. The owner comes from a family of restauranteurs, and it all sounds absolutely amazing.”

There could also be movement on 633 Main St., which has been a bit of an eyesore for the center of downtown since Christesen’s Western Wear closed in 2021 (although the facade enhancements have been in the works, including the marquee “Pleasanton Variety Store” sign).

“The PDA Board of Directors just reviewed plans for improvements to the Christesen’s property. These plans were met with enthusiastic support, and I think the community will be so pleased with what will become of this beloved property,” Brooks said, without revealing specifics. 

She told me there’s new interest in the two-story restaurant at 725 Main St., which has never had an actual tenant since it was constructed amid much hubbub at the property that once housed Union Jack Pub. 

Brooks said the building is getting new looks from prospective tenants after an ownership change, but I’ll believe it gets filled when I see it. Case in point: Mantra India’s website still touts a rooftop restaurant and bar “coming soon” to 725 Main.

The 700 block looks like a problem spot when you walk it: in addition to the 725 unit, 711 Main (formerly Candy King), 728 Main (formerly Tri-Valley Upholstery, which moved to Sonoma Drive near our office) and 700 Main (which has signs promising Planta Coffee House & Deli is due to open) are all empty. 

Brooks pointed out that Brava Garden Eatery at 724 Main recently expanded, and I was happy to see Oyo on the next block took over its neighboring unit (old Clover Creek) to get more room. 

Ditto for Primrose Bakery on the other end at 350 Main St. last fall. 

It’s great to see when downtown staples stay strong. And Pleasanton has its share, these catching my eye as I strolled Tuesday afternoon: Meadowlark Dairy, Towne Center Books, Gay Nineties Pizza, The Rose Hotel, The Wine Steward, Color Me Mine, Fleet Feet, Nonni’s, Norm’s and Noland’s. 

Walking and driving through the area, I continue to be concerned about the awareness of businesses on the side streets, especially immediately east of Main. The corridor of St. Mary Street, for example, should always be bustling with Bocado, Beer Baron, Andy & Yu’s and new restaurant The Duchess, but often the flow there seems stagnant. 

I know people point to parking capacity as their top priority for downtown (which is a real issue, but if there’s no appetite to add a multi-story garage or charge for public parking, I’m not really sure what realistic solution is out there), but to me the No. 1 “bang for the buck” improvement is visibility — helpful signage, historical charm, vibrant buildings … engaging the eye.

I still think the Zachary’s Chicago Pizza building is the most visually appealing reimagining of a downtown property in recent memory. Of course the adjacent unit where Bank of America closed last year is still empty, as is the old First Republic Bank spot on the 200 block — those former bank buildings can be tricky to fill. 

The proliferation of second-story “vacancy” or “for lease” signs also stand out. As much as the restaurants and retail are the heartbeat of downtown, the professional offices and personal services are the lifeblood – owners, employees and clients of businesses like real estate, salons, repairs, dentists and lawyers, plus the staff at city hall. That was evident when I looked at the people around me in line ordering lunch at Inklings on Tuesday. 

(Side note: PRIMM Boutique next door was closed, with a sign out front explaining, “The time has come that our 100+ year old building needs a little maintenance. We will keep you updated as soon as we have more information!” I’m sure that sort of sudden issue crops up more than we realize downtown; hope it gets resolved soon for the popular apparel shop.)

Downtown residents are key to its vitality too, although it was hard for me to get a feel on the occupancy rates on the apartments and other rentals – multiple houses on First Street were listed for sale however. 

The appearance of the downtown corridor (“vibrancy”) continues to be a major talking point, but I wonder how much of that has to do with First Street. It serves as a major entry point to downtown, while also suffering as a cut-through route, but parts of First Street are just tough on the eyes right now. 

The north end has the Specialty Sales Classics closure amid the legal troubles of its owners – which I hope we can find a way to cover more closely, but to this point the Press Democrat and San Francisco Chronicle have reported on thoroughly. 

The shuttered, rundown buildings are far from inviting, and an awkward look when coupled with the boarded-up house directly across the street. 

I will say it is a bit staggering still to see gas prices based in reality at that corner, instead of 50% or more above market rate elsewhere in town. And I got a kick out of the social media reaction to the apparent low-price wars between the now-Gulf station and the diagonal 76 station.

I was also happy to see that, to my eye anyway, the occupancy rates in the Pleasanton Station and Civic Center Station buildings on First Street seem healthier than the “for lease” signs might indicate. 

I was confused by the “grand opening” sign outside Clockwise Escape Room in the 4713 First building, because I thought it had already been open a while, but looking around online it appears connected to its theme change last year. 

I do think that speaks to one of the problems downtown is facing right now, the thought that not much new is coming in lately. I haven’t been able to get a clear answer yet, but it’s possible Papa’s Dumpling that opened in Downtown Centre in October is the most recent notable newcomer.

A big change is coming across First Street, of course, but that’s years off – though public meetings continue related to the conversion of the Pleasanton Unified School District property at the Bernal Avenue corner into an alternative education complex on one half and being sold for housing development on the other. 

More immediate (and very noticeable) in that area is Lions Wayside Park. It was fun peeking over the fence to check out the renovations underway. We’ll continue to track progress on that as the city approaches its anticipated summer completion date. 

Same with the PDA’s struggles to finally find a true permanent successor to Brooks; the board is set for interviews early next month for its fourth executive director since Brooks first stepped down and moved out of state in 2019.

Her latest stint as remote-based interim leader has lasted since May 2023. She knows the job and knows the Pleasanton community, but this structure isn’t sustainable for success. The board needs to finally get the best fit in place as soon as feasible. 

“Once a new Executive Director is hired, I’ll stay in the wings to ensure a smooth transition and then bid Downtown ‘adieu’ for good,” Brooks told me. “It’s been such a privilege to still be able to serve my hometown, even from miles away. But it’s time for boots on the ground and I know only amazing things are to come for the PDA and Downtown.”

The Pleasanton City Council has taken notice of the situation, holding a robust debate last week before ultimately agreeing to match the annual downtown assessments of around $80,000 in funding for the PDA. 

The dais also held off on pursuing a Downtown Property and Business Improvement District, which could generate more money — and stability — than the current Downtown Pleasanton Business Improvement District that the PDA manages.

But the message seems to be: The time to act is now because the community wants to see more happening downtown. 

For their part, Brooks told me, “The PDA is busy! We will be announcing our 2025 Event Schedule this week and are looking forward to a fun and active year in Downtown. As always, our goal is to always create a reason to come Downtown … and to come Downtown often!”

These observations are barely the tip of the iceberg when it comes to capturing the story of downtown right now. It’s something we’ve been aching to dive into for a while now … and not just for Pleasanton.

So despite the risk of locking ourselves in or overpromising, I’m going to reveal that our editorial team is planning a series of cover stories on Tri-Valley downtowns as a major project for 2025.

It’s an exciting opportunity for our journalists to get into the field and use all five senses to report in-depth on this important community issue many readers are so invested in. 

Hope we’ll see you walking around soon.  

Editor’s note: Jeremy Walsh is the editorial director for the Embarcadero Media Foundation’s East Bay Division. His “What a Week” column is a recurring feature in the Pleasanton Weekly, Livermore Vine and DanvilleSanRamon.com.

Pleasanton police investigate Christmas Eve shootingDecember 25, 2025 2:05 pm

Dublin Planning Commission gives final OK for Sunflower Hill’s new affordable housing project December 24, 2025 8:40 am

Meadowlark Dairy opens new downtown Livermore locationDecember 24, 2025 6:59 am