Moraga Turns Out for Dollar Tree Hearing

Not since the infamous killer speed tables of Camino Pablo have Moragans gotten so fired up about an issue in their town. Now, it looks like the possible arrival of a Dollar Tree store has got their complete attention.

More than 70 residents packed in the Joaquin Moraga School auditorium Monday to hear both sides of the argument for and against having a Dollar Tree in town. As usual, there was no ironclad winner - though some comments drew greater public approval than others - and an ultimate decision on the store's application was put off until September.

Residents and commission members shared opinions, facts, complaints, exhortations and listened to the occasional long-winded sermon on the perils and/or possibilities of the proposed "retail variety store." At the close of the meeting the commission burst everyone's bubble by putting off any decision on the issue until their September 7 meeting.

Monday's meeting got off to a rocking start with Senior Planner Rich Chamberlain'staff report, outlining the eight criteria staff rely on to evaluate a new business applicant. Most items had to do with parking, compatibility, noise levels, and hours of operation. Where it got interesting — and where it foreshadowed what was to come — was in items 3 and 6.

Item three, a rather vaguely worded allusion to adverse characteristics, and item six, a worrisome statement about contributions to economic problems, didn't ring alarm bells until three hours into the meeting - and then items 3 and 6 brought the evening's momentum to a screeching halt.

Linda Duncan, the real estate manager for Dollar Tree explained the corporation's reasons for coming to Moraga. "We determined there was a void in Lamorinda," she said. This caused a stirring in the audience, who listened intently to her explanations designs for the store, how many goods are subject to tax and what kinds of products the store would emphasize. (Answer: housewares and party goods.)

The public hit the ground running and a steady stream of locals lined up to give their two cents worth on the issue. Dale Walwark, a 31-year resident, said he's "not happy with the dreary strip mall" while George Takasharian stated: "If I were going to put up a Dollar store, I'd put it in Lafayette. That's where a dollar store should go, not in Rheem."

Sal Capfaim, who's lived in Moraga for 21 years, expressed concerns over increased traffic related to the store while Holly Lucas began by praising local schools and community fundraising to support them, dropped the ax on the town for its "very few good restaurants." About the Dollar Tree she said: "I see that as a town that has given up, a town that's dying."

The crowd rolled all over the issue from that point on, with some claiming "people
aren't going to pay as much for houses in a place where there's a discount strip mall."

Cliff Dochterman received a hearty round of applause after he said: "I believe in the dignity of any honest business. Where did we get this elitism? Empty storefronts are further down the path to degradation than a dollar store."

Local business owners lined up in opposition to the Kimco representatives who
attended the meeting and spoke on behalf of the Rheem Valley Shopping Center's
management team. George Quintero called the store's products "junk," then stated
that "people who come to a dollar store either walk or ride their bikes to get there," and are "basically here illegally." Kimco's testimonials were filled with pleas to "keep the momentum going" at the center.

In fact, the news that a yogurt shop, a Mediterranean restaurant and a produce
store were also in discussions with Kimco, cut the tension between the two "want it/don't want it" camps. Sharing information that two cigarette stores, a liquor store and a comic book store that sells drug paraphernalia had been turned away, also built rapport. Still, opposing parties remained, with comments ranging from "Dollar Tree stores are loads of fun," to "It's the nail in Moraga's retail coffin."