One of the biggest challenges mobile boutiques currently face is the ability to operate to their fullest potential because of the lack of laws and regulations. Because there are still very few precedents for cities to draw from, many cities choose to simply ignore the issue, resulting in the denial of a business license for mobile business owners.
California State Assemblyman, Rob Bonta, recently asked the AMRA for a letter of support for the bill he created (AB-2719) and presented to California's State Finance Committee in March 2014. The goal of AB-2719 is to have the state of California create a template legislation to license and regulate mobile retail trucks (and pop-up retail shops) that any California city can easily adopt into their local ordinances. Or, at the very least, may use as a reference when creating their own legislation for the two business types.
After submitting their letter of support in March, AMRA was asked by Assemblyman Rob Bonta to attend a committee hearing at the state capitol to speak in favor of AB-2719. AMRA Founders, Stacey Steffe and Jeanine Romo, made the drive from Los Angeles to Sacramento where they met up with fellow bill supporter, Sarah Filley of Popuphood, and Manoj Shah of The Fashion Law Group, for a hearing on the bill. AB-2719 passed yet another hearing and is awaiting its final review in August.
What’s the next step?
AMRA is collecting as many letters of support from California city officials (mayors, council members, small business commissions, economic development centers, etc.) for the hearing in August.
What can you do?
Contact your local city officials and/or merchants associations and ask them to submit a letter of support. AMRA has a template email request and support letter that you can use when contacting your city officials. For a template, please send your request to email@example.com.
All support letters can be emailed to
firstname.lastname@example.org, who will submit to Assemblyman Rob Bonta’s office prior to the hearing in August.
Why support AB-2719?
lowers barriers of entry for entrepreneurs with a reduced overhead and overall risk
promotes the growth and longevity of small businesses
promotes new and emerging brands
creates jobs in communities
additional source of tax revenue for cities
create vibrant shopping experiences
activate empty retail spaces with temporary retail stores
increased foot traffic in local communities
measure economic impact on tax revenues and jobs
legalize operations in California cities
Sponsors and Supporters of AB-2719
Popuphood - a social enterprise based in Oakland, CA committed to citizenship, advocacy, revitalization of neighborhoods, and small business growth. Popuphood’s Pathways to Permanent Program consists of many applicants that are current mobile retail truck owners, who utilize this program to secure a brick-and-mortar as the next step from the truck, or as a viable option for seasonal retail.
American Mobile Retail Association - a trade association of mobile retail truck owners nationwide with the mission to bring recognition and growth to the innovative industry of mobile boutiques. American MRA also offers consulting services specializing in the start-up and day-to-day operations of a mobile boutique.
The Fashion Law Group - Based in Los Angeles, CA, T.F.L.G. represents the fashion, film, music, sports, startup and television industries.
The Small Business Commission - oversees the Office of Small Business, the central point of information and referral for entrepreneurs and small businesses located in the city and county of San Francisco.