Starting a business is always a risk, but in St. Helena, owners say community support makes all the difference. Locals remain loyal even in a tourism-driven town, creating a foundation that helps businesses weather challenges and grow.
Rachel Williams of Ray Ray’s Tacos is one example. She began selling breakfast tacos at the St. Helena Farmers Market six years ago, later expanding into Napa and Calistoga. In March 2024, she opened her downtown brick-and-mortar, a move she describes as both risky and rewarding.
“Building local support has been tremendous—it’s what brought us success, and I’m confident it will keep us going,” Williams said.
Her shop offers breakfast tacos all day, staying true to her farmers market roots. The tacos are named after family members and inspiring women from history, a detail that connects customers personally. Williams also continues to sell at farmers markets and partners with Ohm Coffee Roasters, with plans to expand her wholesale business to more cafés.
She admits that running a restaurant means constant adjustments. On opening day, they ran out of forks and had to rush to Safeway. “Nobody in this business gets everything perfect,” she said, “you just have to laugh and keep going.”
Being a woman entrepreneur, Williams added, comes with its own challenges. “I second-guess myself or sell myself short sometimes. But it’s personally gratifying to know I didn’t get here alone.” Her advice for others: start small, be passionate and surround yourself with people who will show up when you need them.
That same reliance on community drives Erosion Tap House and Brewery. Co-owner Jesus Delgado grew up in St. Helena and once worked behind the bar before taking over the business with partners in 2023. Since then, they’ve expanded the menu and leaned into community programming—trivia nights, paint-and-sip, line dancing and sports nights—all of which have helped build loyalty.
“Locals are the foundation of our business,” Delgado said. “Tourism comes and goes, but we want to be a place where people feel comfortable year-round.”
Delgado remembers the brewery’s rocky start when the original owner opened in February 2020 and had to shut down weeks later. That resilience, he said, created a foundation he and his partners could build on. Now, they use social media to announce events, often going viral.
“You can’t be complacent,” Delgado said. “Even when things are going well, you have to think ahead and keep improving.”
For the St. Helena Chamber of Commerce, the message is clear: business owners who adapt and collaborate are thriving. President and CEO Amy Carabba-Salazar said chamber data shows steady pedestrian traffic downtown, even as overall valley tourism has dipped.
“What I hear from businesses is, ‘We wish we were a little busier,’” she said. “But what’s working is their own marketing and creativity, especially on social media.”
She points to Cliff Family Winery’s food truck and Meuse Gallery’s partnership with artist Simon Bull, whose videos have garnered millions of views. The chamber even collaborated with Bull to create benches featuring his art for the city.
Beyond online visibility, Carabba-Salazar emphasized the importance of partnerships. Hartford House, a gifts and collectives stores, will soon host a merchant mixer, and she encourages entrepreneurs to take advantage of free workshops and networking the chamber offers. “The best way to be successful is through support,” she said.
That spirit also drew Ru Scott, owner of Punch Boutique, which opened its downtown location nearly two years ago. Scott, who also has shops in two other cities, had long hoped to be on Main Street.
“Retail is not easy,” she said. “But what I love about St. Helena is the neighbors sweeping the fronts of their stores. It’s very nostalgic.”
Scott believes her success comes down to strong products and staff, more than algorithms. Her advice for future retailers: “Go for it, but be realistic. Don’t mortgage your house to do it. Take a loan if you can, but don’t take on more than you can handle.”
Across different businesses, the theme is the same. St. Helena’s sense of community helps entrepreneurs survive challenges and build momentum. Whether it’s tacos, craft beer, retail, or art, locals are keeping downtown alive.