Latino-owned small businesses in San Jose are aiming to establish the city’s first cultural district in the Alum Rock neighborhood.
A 2022 report from the city shows that East San Jose’s recovery from the pandemic has been slow but steady. Latino-owned establishments, which make up nearly half of the area’s small businesses, have played a major role.
A typical day for Andres Carrasco involves managing the bustling kitchen of La Hacienda Parrilla Bar, a Colombian restaurant on Alum Rock Avenue in East San Jose. Carrasco has been a chef since 2021 and has weathered the difficulties of the pandemic and is now starting to see better days ahead for his business.
“So far we have been very well received. It is one of the best Colombian restaurants,” Carrasco said, highlighting La Hacienda’s growing success in the community.
La Hacienda is located in a key area poised to become the centerpiece of ‘La Avenida’, San Jose’s first potential cultural district. This project, which has been in development for over a year and a half, aims to create a vibrant cultural and economic hub along Alum Rock Avenue, next to the Mexican Heritage Plaza.
Carrasco, who believes in the power of cultural diversity, supports the initiative.
“I think it is very important because for me the diversity of gastronomy linked to culture is very good,” he said.
The La Avenida Cultural District is expected to bring much-needed revitalization to East San Jose, an area long challenged by high poverty rates and overcrowding. The designated district will extend along Alum Rock Avenue, from 28th Street to Sunset Avenue, and will include numerous local businesses.
One of the leaders of this initiative is Jessica Paz-Cedillos, co-director of the School of Arts and Culture, who has worked closely with local businesses to prepare them for the district’s potential impact.
“It is important to ensure that assets such as La Plaza and local businesses along the La Avenida Corridor, which will receive a special designation, remain accessible and affordable,” Paz-Cedillos said, emphasizing the importance of making them economically sustainable of the neighborhood for people who have lived there for a long time. and small business owners.
Paz-Cedillos also highlighted the possibility of creating a fund to help local businesses maintain their infrastructure.
“There is a real opportunity to set up a fund, so if a window breaks or a building gets tagged, we can tap into resources to address it,” she explained.
The La Avenida project will unfold in three phases:
- Phase 1: Acquisition of La Plaza Jr., which will add spaces for cultural events and activities
- Phase 2: Development of retail spaces, additional parking spaces, classrooms, practice studios and office space
- Phase 3: Affordable housing and retail spaces for working-class families, teachers and artists, while expanding cultural programming and wellness services
San Jose Councilman Peter Ortiz, who has been actively involved in the development of La Avenida, sees the project as a crucial step in the revitalization of East San Jose.
“We’re essentially pioneering this process. The first step is for the city to recognize the neighborhood, so we want to get it right. We’re making sure that we engage our stakeholders and codify this cultural district in a way that really benefits the neighbors.” and the small businesses we want to support,” Ortiz said.
For Carrasco, the creation of La Avenida represents an exciting opportunity for both his company and the community. “It would be good because it would be more accessible to everyone, so I think it’s a great idea,” he said.
As development of La Avenida continues, many are optimistic that the project will bring economic growth and cultural enrichment to East San Jose. Councilor Ortiz believes the district could become a reality as early as next year, marking the beginning of a new chapter for the neighborhood.
