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The city is named for John B. Hollister, a state senator who helped establish the town in 1866. Hollister is primarily an agricultural town and the home of The Olive Press, California's first olive oil mill (since 1880). The city has been designated "Olive Capital of America" by both the California Department of Agriculture and Saveur magazine. Famous as a center of American avant-garde cinema during the 1970s, it continues to attract artists from around world today due to its unique architecture and proximity to Silicon Valley tech companies such as Google or Apple Inc.. In addition to more than 20 wineries within its borders (including some award winning vineyards), Hollister hosts two annual festivals: Harvest Festival held on Memorial Day weekend in May; Taste & Tour held on Labor Day weekend each September featuring local wines with food pairings at many restaurants throughout downtown Hollister.