Willits Chamber of Commerce · Business Guide
Capitalizing on the Skunk Train Boom: How Willits Businesses Can Ride the Wave
Presented by the Willits Chamber of Commerce
More than half of Skunk Train riders say the train is their main reason for visiting Mendocino County — and they board on East Commercial Street. Seven practical ways to meet the boom.
Riders enjoy fun expeditions through nature on the Skunk Train’s new Railcoaster railbike adventure, departing from Willits.
All Aboard: Willits Is the Skunk Train’s New Center Stage
Big things are rolling into town — literally.
The Skunk Train made 2026 the year of Willits, focusing most of its new investment right here on the inland end of the line. And here’s the number every local business owner should know: according to Mendocino Railway, more than half of Skunk Train riders say the train is their primary reason for visiting Mendocino County.
Those riders board at the Willits Depot — right on East Commercial Street, steps from our shops, restaurants, and downtown. Every departure is a fresh wave of visitors who are already here, already excited, and already looking for a meal, a keepsake, or a place to stay.
The question isn’t whether the boom is happening. It’s how your business will meet it.
The New Experiences Drawing Visitors to Willits
The Railcoaster
Launched in May 2026, the Railcoaster is a first-of-its-kind railbike adventure departing from Willits. Riders pedal electric-assist railbikes on a roughly 15-mile roundtrip through the Noyo River Canyon — dipping and climbing dramatic terrain and passing through the 1,100-foot Summit Tunnel — with a picnic lunch included. It’s a multi-hour, half-day adventure that runs Wednesdays, Fridays, Saturdays, and Sundays, spring through fall.
The Noyo Presidential Class Car
The Noyo is the Skunk Train’s most elevated experience yet: a mid-century-themed lounge car — rebuilt by the Skunk Train’s own crews from a former U.S. Army railcar — now based in Willits. Think craft cocktails, refined light bites, and vintage glamour on the rails. It appears on the public schedule several days a week and is available for private buyouts.
Flynn Creek Circus in the Redwoods
For three weeks this September, a historic first paired the Skunk Train with Mendocino County’s own Flynn Creek Circus. Guests rode the train from Willits to a hidden clearing in the Noyo River Canyon — reachable only by rail — where a vintage big top hosted a two-hour show of world-class acrobats and aerialists. Special runs like this are the shape of things to come: evening departures, out-of-town families, and a full day built around the train.
The Curated List: 7 Ways Local Businesses Can Benefit
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Capture the “Before and After” Hours
Multi-hour adventures create hungry, thirsty people on both ends.
How to do it
- Cafés and bakeries: promote a “Fuel Up Before You Ride” breakfast special timed to morning Railcoaster departures
- Restaurants and bars: offer a “Back on Solid Ground” post-ride happy hour or dinner special — special-event trains return in the evening, right at dinnertime
- Post your hours and specials where riders can see them: sidewalk signs facing the depot foot traffic work wonders
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Offer a “Show Your Ticket” Discount
A ticket stub is proof a visitor is in town spending money. Reward it.
How to do it
- Offer 10% off for same-day Skunk Train ticket holders at your shop, gallery, or restaurant
- Coordinate with fellow merchants so visitors can follow a “ticket trail” through downtown — the more participating businesses, the longer visitors stay
- Let the Chamber know you’re participating so we can help spread the word
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Build Overnight Packages
Special-event trains run into the evening. The Railcoaster is a half-day adventure. That math points to overnight stays.
How to do it
- Lodging providers: create a “Ride & Rest” package — room plus local restaurant recommendations, early breakfast for morning departures, or late checkout for evening riders
- Partner with a neighboring restaurant to include a dinner voucher, so the whole package stays in Willits
- Highlight your distance from the depot in every listing: “5 minutes from the Skunk Train” is a booking magnet
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Create Themed Products and Menu Items
Visitors love buying the story they just lived.
How to do it
- Restaurants: name a burger, cocktail, or dessert after the experience — a “Summit Tunnel Sundae” or “Railcoaster Roast” costs nothing to create and gets photographed and shared
- Retailers: stock train-themed toys, redwood keepsakes, and local maker goods near the register during peak season
- During special-event runs, lean into the theme: themed window displays and treats tie your storefront to the excitement
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Time Your Staffing and Hours to the Train Schedule
The boom arrives on a timetable — use it.
How to do it
- Note the Railcoaster’s Wednesday, Friday, Saturday, and Sunday operating days and schedule your best coverage accordingly
- During special-event runs, consider staying open later on evening-departure nights to catch returning riders
- Track which days bring the most foot traffic this season, and use that data to plan next year
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Book the Noyo for Your Own Business
The Presidential Class car isn’t just for tourists — it’s a one-of-a-kind local venue.
How to do it
- Consider a private buyout for a client appreciation event, team celebration, or milestone party — hosting on the rails makes your business memorable
- Service businesses: a unique venue turns a routine networking event into the one everyone talks about
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Cross-Promote and Tag Along Online
The Skunk Train’s marketing reach extends far beyond Mendocino County — ride its coattails.
How to do it
- Post about the new experiences on your business’s social channels and tag the Skunk Train and the Chamber — visitors researching their trip will discover you in the process
- Add a “Visiting for the Skunk Train?” section to your website with parking tips, your distance from the depot, and what to grab before boarding
- Share your Skunk Train–related specials with the Chamber so we can amplify them through our channels and visitor inquiries
Don’t Let This Train Pass You By
Willits has always been the Gateway to the Redwoods. This year, we’re also the gateway to a railcoaster, a rolling cocktail lounge, and special events deep in the forest — and thousands of visitors are coming to experience it all.
Every one of them walks or drives past our businesses. With a little planning, a welcome sign, and a smart special or two, that foot traffic becomes loyal customers and repeat visits.
Need help brainstorming a package, connecting with a partner business, or getting your promotion in front of visitors? That’s exactly what we’re here for.
The Next Steps
Riders are only part of the picture. Our Welcome to the Gateway guide covers the Highway 101 travelers who pass through Willits every day — and three ways to turn them into regulars.
Let’s Put Your Business on the Map for Every Rider
Visit our website or stop by the Chamber office — we’ll help you build a package, find a partner, and get your promotion in front of visitors.
Or stop by the Chamber office at 299 E. Commercial St., Willits