East San Jose business district gets grant to beautify area – San José Spotlight

Alum Rock business advocates are getting a $100,000 grant to not just beautify the neighborhood, but also solidify the East San Jose district’s cultural identity.

Councilmember Peter Ortiz said he secured the grant during the city’s recent budgeting process to support the efforts of the Alum Rock Santa Clara Street Business Association — an organization where he served as public policy advisor before being elected to the San Jose City Council in 2022. Funds will be used toward beautification, trash removal and public art. More permanent fixes include collaborations with artists on murals and art installations, along with building a gateway structure for the city’s first cultural district, “La Avenida” at Mexican Heritage Plaza.

“Alum Rock is more than just a business corridor,” Ortiz said Wednesday. “It is a living, breathing reflection of the rich cultures, dreams and entrepreneurial spirit that makes East San Jose so special. This grant empowers the Alum Rock Santa Clara Street Business Association to lead these transformative initiatives and drive our community whole.”

Danny Garza, a longtime East San Jose advocate, said the gateway structure proposal has been on his mind for 22 years, and it means more than just a physical landmark.

“It’s going to be a symbol of identity and belonging that we are somewhere here in San Jose,” he said. “We’re not just building structures, we are collaborating and telling people to come join us.”

The Mexican Heritage Plaza celebrated its 25th anniversary ahead of Wednesday’s grant announcement. While the gateway structure is a benefit to the community’s efforts, representatives with the plaza’s School of Arts and Culture said they are still fundraising to fully establish La Avenida.

Plans are underway to build at least 100 homes near the plaza, a Gardner Health Services facility, plus commercial space for small businesses and nonprofits.

Jessica Paz-Cedillos, director of the School of Arts and Culture and San José Spotlight columnist, told San José Spotlight last month the school wants to honor the legacy of late Community Development Director Chris Esparza by making sure support for La Avenida doesn’t waiver.

“La Avenida was an undertaking that he felt passionate about, and we feel a moral responsibility, not just for him, but for the community, to ensure that we are able to champion some of his first cultural districts,” Paz-Cedillos said.

Portuguese community leader Davide Vieira said Esparza’s vision for the district stretched from King Road to Alum Rock Avenue, and the future 28th Street/Little Portugal BART Station.

“It will be something special when the School of Arts and Culture and our community realizes Chris Esparza’s dream in the coming years,” he said.
Connie Alvarez and Helen Masamori, co-presidents of the Alum Rock Santa Clara Street Business Association, shared in the celebration held in front of the Little Portugal mural. They said their portion of funding will be spent on the group’s cleaning and safety initiative because blight plays a huge role in the community’s perception, pride and economic growth.

“​​Another vital part of this initiative is the removal of outdated tree lighting fixtures across 50 trees. Removing them will improve the overall appearance in our streetscape and restore the natural viewings of our green spaces,” Masamori said.

Contact Vicente Vera at [email protected] or follow @VicenteJVera on X, formerly known as Twitter.