Downtown Chico, centred on Broadway and the surrounding streets, has the pleasant character of a mid-sized California college town that hasn't been entirely homogenised. The Saturday Farmers Market, held in the parking lot behind City Plaza from spring through autumn, draws local almond, walnut, and olive growers from across the Sacramento Valley alongside fruit and vegetable vendors, food trucks, and artisan stalls. It is a genuine market rather than a tourist event.
The downtown is walkable and rewards exploration: independent bookshops, record stores, coffee shops, and a lively bar strip coexist with the usual chain presence. Broadway is the main commercial street; the parallel 2nd and 3rd Streets have more independent businesses. The Pageant Theatre and the El Rey Theatre provide live music and film. In summer, the farmers market and various street festivals keep the town active; in term time the university's presence fills the restaurants and bars.