Goleta's attempts to rein in traffic along Hollister Avenue in Old Town by reducing the number of lanes resulted in 121 inquiries to Public Works, in what is likely the most controversial project to affect the driving public in the city's historic town center. A report delivered to the City Council on Tuesday evening showed that sales activity had dropped much further than in other parts of the city, county, and state. While traffic delays were about 23 seconds, the safety project had seen traffic speeds decrease and bicycle and pedestrian use increase.
Assessments by residents were mixed. Many averred traffic was "awful" with gridlock in both directions, but mostly eastbound from Fairview to Kellogg. The delay ranged between 15 and 30 minutes, said some, adding they’d been trapped through three to four rounds of a traffic signal. Though speeds had slowed from 31mph to 28mph overall, and collisions were down from 12 to 7, one man had died. Ricardo Hernandez, age 76, was struck by a car traveling 25mph as he and a companion crossed Hollister near Magnolia on Christmas Eve in 2024.
Other residents said they saw more people walking and riding bikes in Old Town. The atmosphere was quieter, thanks to the rubberized asphalt used to repave the road. People reversing into the angle parking had become fodder for video humor.
