East San José: Rooted, Resilient, Rising

East San José is a gem—gritty, vibrant, and full of soul. Our neighborhoods are home to bold dreamers, resilient families, and community builders who embody the spirit of perseverance. Look past the headlines, and you’ll find a powerful underdog story that demands recognition.

This is a place where history and culture intersect. César Chávez’s early activism in the Mayfair neighborhood helped spark a national farmworker movement—right on the grounds where SOAC now stands. Our streets tell stories through murals, lowriders, and flavors that blend worlds—like Tealyfe’s VietChata boba or King’s Burger, where burgers, musubi, and nail polish live in harmony. We serve some of the best pho in the world and keep traditions alive through generations of cultural expression.

But our community also faces real challenges: poor walkability, under-resourced schools and clinics, and a skyrocketing cost of living that threatens to displace those who built this place. That’s why now is the time to organize, resist, and reimagine—to protect what makes East San José special.

The path forward must be led from the ground up—by residents, local leaders, and partners working together to dream big, make investments that uplift our neighborhoods, and honor the legacy of our community. Together, we can ensure East San José not only survives—but thrives.

La Avenida Cultural District: The Footprint

La Avenida’s Development Projects

Cultural districts are essential for fostering local economies, improving quality of life, and strengthening communities. La Avenida is a multi-phased project designed to revitalize the Alum Rock Avenue Corridor located in the Mayfair region of East San José. Learn about our capital campaign.

CULTURAL DISTRICT ADVISORY COMMITTEE (CDAC)

Over the past two years, SOAC has engaged in a comprehensive discovery process, with over seventy meetings and Cafecitos with our neighbors, local businesses, creatives, students, and colleagues within the Si Se Puede Collective. This ground-up approach has been a big part of identifying initial concerns, ideas, and feedback.

SOAC is now convening a coalition of the following residents, creatives, and other community stakeholders to serve as a part of our newly formed CDAC. The purpose of the committee will be to provide guidance, advice, and expertise to SOAC and inform its cultural district priorities on behalf of the community.

Community Partners

• Connie Alvarez, President Business Association

• Elma Arredondo, Resident/ARUVA

• Helen Masamori, Business Owner

• Monica Rodriguez, Business Owner

• Davide Vieira, Property Owner

• Danny Garza, Neighborhood President Plato Arroyo

• Jess Morales, Resident/Business Manager

• Pedro Perez, Business Owner

• Gabriel Hernandez, SSPC Director

• Sam Cortez, CEP Partner + Artistic Director

Equity Partners

• Maribel Montanez, Gardner Health Services Director

• Shreya Shanker, CAST Manager

City of San Jose

• Councilmember Peter Ortiz, District 5

• Kerry Adams-Hapner, Office of Cultural Affairs Director

• Nelly Torres, Office of Cultural Affairs Team

• Melina Iglesias, Office of Cultural Affairs Team