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Culture, history, and gentrification: conserving Latino-oriented legacy businesses in San Francisco's rapidly changing Mission District

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Culture, history, and gentrification: conserving Latino-oriented legacy businesses in San Francisco's rapidly changing Mission District

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Culture, History, and Gentrification: Conserving Latino-Oriented Legacy Businesses in San
Francisco’s Rapidly Changing Mission District

By

Stephanie Anne Cisneros

A Thesis Presented to the
FACULTY OF THE USC SCHOOL OF ARCHITECTURE
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF HERITAGE CONSERVATION

December 2014

Copyright 2014 Stephanie A. Cisneros
ii
TABLE OF CONTENTS

Dedication……………………………………………………………………………………………………………………..iii

Acknowledgements………………………………………………………………………………………………………..iv

List of Figures………………………………………………………………………………………………………………...v

Abstract……………………………………………………………………………………………………………………….vii

Introduction………………………………………………………………………………………………………………….1

Chapter 1: Historical Development of the Mission District…………………………………..…………..8

Chapter 2: Gentrification in the Mission District…………………………………………………………….34

Chapter 3: Legacy Businesses..……………………………………………………………………………………...58

Table 3.1: List of Legacy Businesses in Mission District………………………………………..60

Chapter 4: Recommendations for Conserving Legacy Businesses …………………………………..85

Conclusion……………………………………………………………………………………………………………………99

Bibliography………………………………………………………………………………………………………………103

iii
DEDICATION

For Mom, Dad, Thomas and Ryan

iv
ACKNOWLEDGEMENTS

This thesis would not have been possible without the support and motivation of a number
of people and organizations. I would first like to thank my thesis committee—Trudi
Sandmeier, Jay Platt and Shayne Watson—for challenging me to think critically about the
importance of the cultural and social fabric of the built environment, which has the
potential to tell great stories of ethnic neighborhoods and of cities. I would also like to
thank Laura Dominguez, former Communications and Programs Manager, and Desiree
Smith, Preservation Project Manager, at San Francisco Heritage for always taking the time
to answer my numerous questions, for meeting with me on various trips to the City by the
Bay, and for offering numerous opportunities to become involved with this issue in San
Francisco’s Mission District. Most of all, I would like to thank my family and friends, for
their continuous support and motivation and for helping me make graduate school a
reality.

v
LIST OF FIGURES

Figure 1.1: Painted portrait of Juan Batista de Anza founder of San Francisco …………….…10

Figure 1.2: Mission San Francisco de Asis (Dolores) ……………………………………………………...11

Figure 1.3: Cemetery at the Mission Francis de Asis (Dolores) San Francisco …………..……..12

Figure 1.4: Drawing of Mission San Francisco de Asis (Dolores) ………………………………….....15

Figure 1.5: Painting depicting the Mission Francis de Asis (Dolores)………….…………………...17

Figure 1.6: Drawing depicting San Francisco, 1849 ……………………………………………………….18

Figure 1.7: Lithograph depicting a panoramic view of the Mission Francis de Asis ………….19

Figure 1.8: Map of Mission District…………………………………………………………………………….….21

Figure 1.9: Mission district, showing earthquake damage ………………………………………….…23

Figure 1.10: Distribution of ethnicities throughout San Francisco City, 2010 …………….…..25

Figure 1.11: “Mission Makeover” mural…………………………………………………………………..……29

Figure 1.12: “Culture Contains the Seed of Resistance” Mural………………………………………..29

Figure 1.13: “No One Should Comply With an Immoral Law” mural……………………….……..30

Figure 2.1: Map of Silicon Valley …………………………………………………………………………...……..36

Figure 2.2: Rental rate trends in the Mission District …………………………………………..……….38

Figure 2.3: Map of Valencia Street…………………………………………………………………….…………44

Figure 2.4: Streetscape view of Valencia Street………………………………………………..…………...45

Figure 2.5: Streetscape view of Valencia Street……………………………………………..……………...45

Figure 2.6: Development on Valencia Street………………………………………………..………………..46

Figure 2.7: Streetscape view of Valencia Street………………………………………….…………………46

Figure 2.8: Local Farmers Market on Valencia Street……………………………………………………...47

Figure 2.9: Local businesses on Valencia Street………………………………………………………………48
vi

Figure 2.10: Overview map of 24
th
Street ………………………………………………………………………53

Figure 2.11: Streetscape view of local businesses on 24
th
Street ……………………………..……...54

Figure 2.12: Local markets on 24
th
Street ………………………………………………………………..…….55

Figure 2.13: Streetscape view of local businesses on 24
th
Street ……………………………………..55

Figure 3.1: Map of Legacy Businesses in the Mission District …………………………………………59

Figure 3.2: San Francisco Heritage Legacy Bars and Restaurants Project………………………...76

Figure 3.3: Cover of “Calle 24 Cuentos del Barrio” Walking Tour Guide………………………….79

Figure 3.4: Tour Map of Cuentos del Barrio walking tour……………………………………………….80

Figure 4.1: Acción Latina/El Tecolote Newspaper……………………………………………………….....87

Figure 4.2: Acción Latina/El Tecolote Newspaper……………………………………………………….....87

Figure 4.3: Galería de la Raza………………………………………………………………………………………..90

Figure 4.4: “La Llorona” mural………………………………………………………………………………………92

Figure 4.5: Mural on St. Peter’s Basilica…………………………………………………………………………93

Figure 4.6: Mural on St. Peter’s Basilica…………………………………………………………………………94

Figure 4.7: Modern Times Bookstore Mural……………………………………………………………….......95

vii
ABSTRACT

The field of heritage conservation works to recognize and protect aspects of culture and
history integrated and welded into the historic built environment. A growing issue in
heritage conservation is the loss of neighborhood-specific legacy businesses and
institutions that represent strong community ties to local history and heritage in the wake
of gentrification and gentrifying activities. The loss of these establishments that have
created close ties throughout the community, ties that represent cultural unification and
historical connections, resembles a shift in historical representation and in American
culture. Without these establishments, local ethnic communities that have historically
defined and been defined by them will begin to face a level of decline and will be
overpowered by new, more affluent establishments and residents that may forget the
neighborhood’s ethnic history.

Characterized by a long-standing Latino population and a long history of Latino culture, San
Francisco’s Mission District is facing high levels of reinvestment and redevelopment that
are jeopardizing long-time establishments and the long-time Latino residents. Replacing
long-time establishments that have formed strong ties among the community and with the
history of the neighborhood results in a significant loss of recognition of culture and
heritage. This thesis will explore the significance of legacy businesses in San Francisco’s
Mission District and will analyze efforts being made throughout the community, city, state,
nation and world to conserve businesses, which represent significant aspects of history and
are community-binding establishments.

1

Introduction

San
Francisco
is
one
of
the
most
diverse
cities
in
the
world,
representing
a
variety
of
ethnic

backgrounds
that
have
helped
to
define
some
of
the
most
famous
neighborhoods
and

communities
within
the
city.
Spanning
an
area
of
approximately
fifty
square
miles,
the
city

is
comprised
of
multiple
ethnic
neighborhoods
that
are
home
to
unique
“mom
and
pop”

businesses.
These
businesses
are
havens
for
locals,
providing
an
atmosphere
away
from
the

tourism
that
overpowers
the
city
and
providing
welcoming
spaces
for
all
who
choose
to

enter.
It
is
these
“off
the
map”
places—places
that
are
not
included
on
most
tours,
tourist

maps
or
lists
of
“must
see’s”—that
are
the
true
treasures
of
San
Francisco
because
they

hold
the
most
meaning
for
the
locals
looking
for
places
to
call
their
own,
places
to
make

memories,
places
that
become
a
part
of
the
heritage
and
culture
of
the
community.
The

neighborhoods
surrounding
these
businesses
become
dependent
on
them
for
support
in

various
ways
and
they
become
a
vital
part
of
the
growth
and
sustainability
of
the

community.
However,
there
are
a
growing
number
of
new
residents
and
businesses

migrating
to
San
Francisco
that
are
beginning
to
transform
the
preexisting
cityscape.

There
is
a
rapidly
growing
amount
of
new
development
and
redevelopment
in
San

Francisco,
representing
a
continuing
shift
in
culture
and
interest
brought
about
by
the

influx
of
new
residents
and
businesses.
1

The
locally
owned
businesses
that
have
been
in

place
for
many
decades
are
beginning
to
face
a
significant
challenge—inability
to
keep
up

with
the
rising
rental
prices
and
property
values
brought
about
by
new
development.
As
a

result,
these
locally
owned
and
locally
frequented
businesses
are
becoming
outnumbered

1

The
reason(s)
behind
the
growing
number
of
new
residents
and
businesses
will
be
discussed
in
Chapter
2.

2

and
overpowered
by
newer
businesses
that
are
attracting
and
catering
to
more
of
the

newer
migrants,
who
are
looking
for
new
opportunities
for
settlement
and
investment
in

the
city.
The
practice
of
heritage
conservation
has
the
ability
to
focus
on
the
protection
and

survival
of
these
types
of
businesses
and
acknowledge
their
importance
and
significance
to

the
local
community
that
depends
on
them.

San
Francisco’s
Mission
District
is
one
of
many
cultural
neighborhoods
undergoing

significant
changes
related
to
the
migration
of
new
residents
and
businesses.
The

predominantly
Latino
community
that
has
thrived
in
the
Mission
District
for
decades
is

now
witnessing
the
loss
of
significant
businesses.
These
businesses
have
developed
a

strong
relationship
with
the
locals
that
utilize
and
frequent
them
and,
as
a
result,
have

contributed
to
the
continued
growth
and
success
of
the
Latino
community.
However,
a

growing
interest
in
living
in
San
Francisco
has
caused
a
change
in
the
dynamics
of
the

Mission
District.
Local
businesses
that
have
dominated
in
the
community
for
many
decades

that
reflect
and
contribute
to
the
strength
of
the
Latino
culture—termed
“legacy

businesses”—are
being
faced
with
increases
in
rent
as
well
as
a
growing
atmosphere
of

competition
from
newer
businesses.
The
question
that
has
begun
to
evolve
is:
How
do
we

conserve
these
businesses
that
reflect
the
culture,
history
and
heritage
of
the
people
who

have
worked
hard
to
establish
themselves
in
the
Mission
District
so
that
these
entities
can

survive
and
continue
to
support
the
community
as
locally-‐renowned
and
known

establishments?
This
question,
as
it
pertains
to
the
present-‐day
issues
of
redevelopment

and
reinvestment
in
the
Mission
District,
will
be
the
focus
of
this
thesis.

3

Definitions

A
few
definitions
will
be
clarified
here
that
will
be
used
throughout
the
duration
of
this

thesis:

Latino

According
to
Webster’s
Online
Dictionary,
the
term
“Latino”
refers
to
“a
person
who
was

born
or
lives
in
South
America,
Central
America,
or
Mexico
or
a
person
in
the
U.S.
whose

family
is
originally
from
South
America,
Central
America,
or
Mexico.”
2

For
the
purpose
of

this
thesis,
the
term
“Latino”
will
be
used
to
describe
the
history,
culture
and
people
that

have
historically
dominated
and
presently
dominate
San
Francisco’s
Mission
District.

Mission

The
term
“Mission”
will
refer
to
the
Spanish
mission
that
was
established
in
San

Francisco—Mission
Francis
de
Asis,
also
known
as
Mission
Dolores—in
1776
on
what
is

now
16
th

Street.
Although
the
Mission
is
no
longer
the
main
focal
point
of
the
community

that
has
grown
around
it,
it
is
still
highly
associated
with
the
history
the
Latinos
who

settled
and
became
established
in
San
Francisco.
The
Mission
represents
the
culture
and

heritage
that
have
become
unified
and
strong
characteristics
of
the
community.

Mission
District

The
term
“Mission
District”
will
be
used
to
describe
the
community
of
Latinos
that
settled

in
the
area
surrounding
Mission
Dolores.
Currently,
this
neighborhood
spans

2

Webster’s
Online
Dictionary,
“Latino,”
http://www.merriam-‐webster.com/dictionary/latino

4

approximately
1.8
square
miles
south
of
San
Francisco’s
downtown.
The
Mission
District
is

bordered
by
U.S.
Highway
101
to
the
east;
the
South
of
Market
area
to
the
north;
the
Castro

and
Noe
Valley
neighborhoods
to
the
west;
and
Bernal
Heights
to
the
south.
The
Mission

District
will
be
the
focus
of
this
thesis
and
will
be
examined
and
analyzed
in
regard
to
its

prominent
Latino
history
and
heritage.
This
ethnic
neighborhood
holds
within
itself
a
vast

amount
of
history
that
tells
stories
of
one
of
San
Francisco’s
immigrant
populations—
Latinos—and
how
they
were/have
been
able
to
maintain
a
strong
community
rooted
in

history
and
culture.

Legacy
Business

San
Francisco
Heritage,
a
non-‐profit
organization
focused
on
historic
preservation
in
San

Francisco,
has
defined
the
term
“legacy
businesses”
as

…establishments
[that]
have
achieved
longevity
of
40
years
or
more,
possess

distinctive
architecture
or
interior
design,
and
contribute
to
a
sense
of
history
in
the

surrounding
neighborhood.
3

Legacy
businesses
are
establishments
that,
over
time,
become
very
meaningful
for
those

who
frequent
them,
who
live
around
them,
or
who
have
a
deep
appreciation
for
local

history.
These
businesses
include
markets,
bakeries,
coffee
shops,
diners,
art
galleries,

learning
centers,
knick-‐knack
stores
and
the
like.
They
may
not
be
the
best
looking

business
and
may
not
be
up
to
date
with
technology
or
pop
culture.
However,
they
are

integrated
into
the
cultural
and
historic
fabric
of
the
neighborhood,
maintaining

sustainable
and
strong
connections
to
its
Latino
roots.

3

“San
Francisco’s
Legacy
Bars
&
Restaurants,”
Heritage
News,
Spring
2010,
Vol.
XLI,
No.
I.,
page
6.

5

The
focus
of
this
thesis
will
be
on
legacy
businesses
within
San
Francisco’s
Mission
District

oriented
around
the
predominantly
Latino
community
that
surrounds
them.
This
thesis

will
work
to
understand
how
these
businesses
contribute
to
the
continued
growth
of
the

Latino
history
and
culture
and
what
makes
them
significant
to
the
community
today.

Gentrification

There
is
not
one
universally
accepted
definition
of
gentrification.
The
word
is
often

regarded
as
a
“loaded
term”
and
has
many
different
meanings
to
many
different
people,

groups,
and
organizations.
In
Gentrification
and
The
Gentrification
Reader,
both
edited
by

Loretta
Lees,
Tom
Slater
and
Elvin
Wyly,
different
authors
present
various
definitions
of

gentrification.
Generally
speaking,
gentrification
boils
down
to
the
impact
of
and
effects

caused
by
incoming
residents
(typically
middle
or
high
income)
on
existing
communities

(typically
lower
income).
4

For
the
purpose
of
this
thesis,
the
following
definition
of

gentrification
will
be
used:

Gentrification
–
the
transformation
of
a
working-‐class
or
vacant
area
of
the
central

city
into
middle-‐class
residential
or
commercial
use.
5

Lees,
Slater
and
Wyly
continue
this
definition
by
drawing
upon
four
crucial
factors
that

further
define
gentrification
as
outlined
by
Lees
and
Mark
Davidson
in
their
article
“New-‐
build
‘gentrification’
and
London’s
riverside
renaissance”:

• Reinvestment
of
capital

• Social
upgrading
of
locale
by
incoming
high
income
groups

• Landscape
change

• Direct
or
indirect
displacement
of
low
income
groups
6

4

For
a
better
understanding
of
the
various
definitions
of
gentrification
and
the
gentrification
process,
see

Gentrification
by
Loretta
Lees,
Tom
Slater
and
Elvin
Wyly,
eds.,
2008.

5

Lees,
et
al.,
The
Gentrification
Reader,
page
xv.

6

Ibid.,
page
xvi.

6

These
four
points
depict
potential
outcomes
of
gentrification
once
it
begins
transforming
a

low-‐income
or
working-‐class
neighborhood.
The
pre-‐existing
residents
and
businesses

begin
to
change
as
more
affluent
newcomers
invest
in
the
neighborhood,
causing
new

businesses
to
arise
that
attract
residents
who
are
able
to
afford
the
increases
in
rental

prices
and
property
values.

This
thesis
will
examine
gentrification
and
gentrifying
entities
and
practices
as
they
relate

to
San
Francisco’s
Mission
District.
The
Mission
District
has
experienced
a
significant

amount
of
social,
cultural
and
economic
change
since
the
early
1990s,
and
this
thesis
will

study
the
reasons
behind
the
change
and
what
is
presently
being
done
to
be
sure
that

gentrification
does
not
become
an
overpowering
force
that
drives
out
historically

significant
businesses
and
the
Latino
culture
and
population.
The
chapters
in
this
thesis

will
examine
this
question
and
the
reasons
behind
the
migration
of
new
residents
and
its

effects
on
the
social,
economic
and
cultural
aspects
of
the
Mission
District.
This
thesis
will

also
examine
the
cultural
significance
of
San
Francisco’s
Mission
District
as
it
comes
in

contact
with
new
residents
and
businesses
looking
for
an
area
to
settle
down
in
and
what

actions
are
being
taken
to
ensure
the
conservation
of
local
businesses
as
significant

indicators
of
Latino
history
and
heritage.

Chapter
1
will
provide
a
brief
history
of
the
Mission
District
and
will
focus
on
its

development
as
a
Latino
corridor.
Spanning
from
pre-‐history
through
today,
significant

people
and
events
that
helped
the
area
to
become
a
haven
for
Latinos
will
be
discussed
and

related
to
the
present-‐day
cultural
significance.

7

Chapter
2
will
focus
on
Mission
District’s
changing
society
and
economy
in
relation
to
the

first
Dot
Com
Boom
that
took
place
in
the
1990s
and
continues
today,
causing
a
growing

atmosphere
of
gentrification
and
an
overarching
shift
in
the
neighborhood
dynamics.
This

chapter
will
analyze
the
financial,
social
and
cultural
aspects
of
gentrifying
populations
as

they
are
introduced
to
historically
significant
neighborhoods
such
as
that
of
the
Mission

District
and
will
look
at
two
sections
of
the
district—24
th

Street
and
Valencia
Street—that

represent
various
stages
in
the
gentrification
process.

Chapter
3
will
describe
why
legacy
businesses
are
vitally
important
to
the
Latino

community
in
the
Mission
District
and
how
gentrification
is
negatively
impacting
the

culture
and
history
represented
by
legacy
establishments.

This
chapter
will
also
outline

current
efforts
to
conserve
legacy
businesses
at
the
state,
national
and
international
levels

that
are
beginning
to
face
threats
of
gentrification
as
well
as
previous
efforts
to
conserve

legacy
businesses
in
the
Mission
District.

Chapter
4
will
examine
two
case
studies
within
the
Mission
District,
analyze
their
historical

and
cultural
significance
within
the
Latino
community,
and
provide
recommendations
on

how
to
move
forward
with
conserving
them
based
on
current
efforts
and
trends
discussed

in
chapter
3.

8

Chapter
1:
Historical
Development
of
the
Mission
District

San
Francisco
is
comprised
of
ethnic
niches
and
neighborhoods
that
are
filled
with
culture.

The
Mission
District
is
a
neighborhood
that
is
historically
Latino.
It
is
rich
with
the
sights,

sounds,
smells,
and
tastes
that
are
indicative
of
the
Latino
culture
and
community.
This

chapter
will
explore
the
history
of
the
Mission
District
and
will
discuss
how
it
came
to
be

the
predominantly
Latino
neighborhood
that
it
is
today.
Beginning
with
the
establishment

of
Mission
San
Francisco
de
Asis,
this
chapter
will
outline
significant
events
that
helped

contribute
to
the
Mission
District’s
growth
and
success
as
a
Latino
community.

Mission
San
Francisco
de
Asis

Spanish
exploration
and
settlement
of
the
California
coast
during
the
second
half
of
the

eighteenth
century
involved
missionary
efforts
to
set
up
communities
that
revolved
around

Catholic
missions
with
the
hope
of
bringing
converts
to
the
Catholic
Church.
These
mission

settlements
were
intended
to
each
be
a
“day’s
walk
apart”
in
order
to
offer
housing
for

traveling
missionaries
and
to
also
provide
more
opportunity
to
bring
in
new
converts
to

the
Catholic
church.
Spanish
mission
settlements
were
usually
comprised
of
two
parts:
a

mission
and
a
commercial
pueblo.
The
settlement
in
what
would
become
San
Francisco

also
included
a
military
presidio.
7

In
1776,
Captain
Juan
Batista
de
Anza,
Spanish
explorer

and
Spanish
Governor
of
New
Mexico,
founded
the
site
for
a
Presidio,
which
was
to
be
one

of
two
missionary
establishments,
in
the
northern
part
of
the
San
Francisco
Peninsula.
De

Anza
also
founded
a
site
for
the
Mission
San
Francisco
de
Asis
in
the
present-‐day
region
of

7

Four
Spanish
mission
settlements
included
a
military
presidio
alongside
the
mission
and
commercial
pueblo.

These
four
sites
were
Monterey,
San
Francisco,
Santa
Barbara
and
Sonoma.
For
more
information
on
the

military
presidio
established
in
San
Francisco
see:
City
and
County
of
San
Francisco,
“City
Within
a
City,”
2007.

9

the
Mission
District,
which
is
located
south
of
present-‐day
downtown
San
Francisco.
8

(See

Figure
1.1)

Construction
of
the
Presidio,
located
at
the
strategically
important
entrance
to
the
San

Francisco
Bay,
and
the
Mission
began
in
the
mid
1700s.
The
City
and
County
of
San

Francisco’s
historic
context
statement
for
the
Mission
District
describes
the
early
arrival
of

the
Spanish,

On
March
29
th
,
1776,
the
explorers
arrived
in
the
wide,
grassy
valley
that
would

become
the
present-‐day
Mission
District
of
San
Francisco.
In
the
northern
part
of

the
valley,
they
found
a
stream
that
flowed
out
of
the
westerly
hills,
into
and
through

a
pair
of
large
lagoons,
and
out
to
a
large
marshy
bay.
The
sheltered
valley,
with

fresh
water,
lands
for
grazing,
and
access
to
the
Bay,
was
selected
as
the
mission

site.
9

This
site
for
Mission
San
Francisco
de
Asis
was
developed
around
significant
Catholic
and

Spanish
traditions
and
included
a
temporary
chapel
as
the
heart
of
the
site
where
mass
was

performed
and
communal
activities
were
conducted.

8

City
and
County
of
San
Francisco,
“City
Within
a
City,”
2007.

9

City
and
County
of
San
Francisco,
“City
Within
a
City,”
page
15,
2007.

10

Figure
1.1:
Painted
portrait
of
Juan
Bautista
de
Anza
founder
of
San
Francisco;
Photo
courtesy
of
University

of
Southern
California,
on
behalf
of
the
USC
Special
Collections/California
Historical
Society
Collection,
186—
1960;
filename
CHS-‐11533.

11

By
the
1780s,
the
missionaries
had
converted
more
than
one
thousand
Native
Americans
to

the
Catholic
faith,
pushing
them
to
become
acculturated
to
Spanish
and
Catholic
culture

and
traditions.
10

Between
1782
and
1791,
a
permanent
chapel
for
the
Mission
San

Francisco
de
Asis
(commonly
referred
to
as
Mission
Dolores)
was
constructed
near
the

present-‐day
intersection
of
Dolores
Street
and
Sixteenth
Street.
11

The
chapel’s

surroundings
included
adobe
residences
for
the
Spanish
missionaries
and
settlers,
along

with
areas
for
housing
the
newly
converted
Native
Americans,
workspaces,
a
cemetery,
and

a
jail.
12

(See
Figures
1.2-‐1.3)

Figure
1.2:
Mission
San
Francisco
de
Asis
(Dolores)
showing
the
front
of
the
mission
and
cemetery,
ca.
1887;

Photo
courtesy
of
University
of
Southern
California,
on
behalf
of
the
USC
Special
Collections/California

Historical
Society
Collection,
1860-‐1960;
filename
CHS-‐144.

10

Starr,
California:
A
History,
2005.

11

Mission
San
Francisco
de
Asis
is
commonly
referred
to
as
“Mission
Dolores”
because
of
its
location
near
the

present-‐day
intersection
of
Dolores
Street
and
Sixteenth
Street
and
because
of
its
proximity
to
Laguna
de

Nuestra
Senora
de
los
Dolores.
City
and
County
of
San
Francisco,
“City
Within
a
City,”
2007.

12

Ibid,
page
16;
New
converts
to
the
Catholic
faith
became
integral
parts
of
the
Mission
community,
as
they

were
deemed
unworthy
of
high
status
and
were,
instead,
forced
to
work
as
laborers.

12

Figure
1.3:
Cemetery
at
the
Mission
Francis
de
Asis
(Dolores)
San
Francisco,
ca.
1865;
Photo
courtesy
of

University
of
Southern
California,
on
behalf
of
the
USC
Special
Collections/California
Historical
Society

Collection,
1860-‐1960;
filename
CHS-‐7708.

As
Mission
Dolores
continued
to
grow,
roads
began
to
be
developed
to
better
connect
the

mission
to
the
presidio,
which
became
important
routes
for
trade,
communication,
and

travel.
Mission
Road
was
constructed
near
Mission
Dolores
and
ran
south.
Beginning
at
the

Mission
Dolores
chapel,
the
road
“followed
the
natural
terrain
of
the
Peninsula”
and
was
a

more
direct
and
smoother
route
that
reached
the
southern
missions
of
Santa
Clara
and
San

Jose
(located
in
present-‐day
city
of
Fremont).
13

Another
road
that
was
built
and
also

13

The
El
Camino
Real
route
still
exists
in
the
Mission
District
today
in
alignment
with
other
Mission
District

streets
and
roads
such
as
Valencia
Street
and
Dolores
Street.
City
and
County
of
San
Francisco,
“City
Within
a

City,”
2007.

13

became
a
prominent
route
of
travel
was
the
Presidio
Road.
This
road
also
began
at
the

Mission
Dolores
Chapel
and
ran
northwest
to
the
Spanish
military
encampment
at
the

Presidio.
This
became
an
easy
and
convenient
route
for
new
settlers
arriving
in
San

Francisco
to
easily
travel
to
the
Mission.

Mission
Dolores
reached
its
peak
of
activity
in
the
1790s,
with
a
large
number
of
converts

and
a
successful
self-‐sustaining
mission
settlement.
However,
the
settlement
began
to

decline
in
the
early
1800s,
when
European
diseases
began
to
overcome
the
health
of
the

newly
converted
and
acculturated
Native
Americans.
Lack
of
immunity
to
these
diseases

caused
a
significant
decline
in
the
mission
population
and
a
continuing
decrease
in
the

amount
of
resources
sent
to
Mission
Dolores
from
Spain—due
to
the
beginning
of
the

decline
of
the
Spanish
Empire.

Mexican
Ranchos
and
Yerba
Buena

The
Mexican
Revolution
that
began
in
1814
had
a
great
impact
on
the
future
of
the
both
the

Presidio
and
the
Mission
District.
When
Mexico
won
its
independence
from
Spain
in
1821

and
gained
rule
over
California
in
1822,
the
Presidio
fell
under
Mexican
authority
and

began
its
decline
into
abandonment.
Similarly,
every
mission
settlement
along
the

California
coast
became
subject
to
Mexican
jurisdiction.
Mission
Dolores
was
secularized
by

the
Mexican
government
in
1834,
which
resulted
in
the
dispersion
of
Native
Americans

who
still
remained
at
the
mission
to
their
former
tribal
lands
or
other
areas
of
refuge.
14

The

14

In
1833,
the
Mexican
government
ruled
that
the
missions
were
too
expensive
to
maintain
and
ordered
that

they
be
secularized.
Mission
chapels
became
smaller
Catholic
parish
churches
and
the
newly
converted

14

priests
chose
to
stay
at
the
mission
and
continue
their
work
even
though
it
proved
to
be

difficult.
The
following
year,
the
site
of
Mission
Dolores
was
divided
into
rancho
land
grants

that
were
then
given
to
Mexican
settlers,
Spanish
soldiers,
and
European
expatriates,

leaving
the
Mission
itself
with
eight
and
one
half
acres
of
land.

The
Mexican
government

gave
away
rancho
grants
throughout
the
San
Francisco
Peninsula,
which
were
transformed

into
farms,
grazing
or
pasturing
land.
The
Mission
District’s
boundaries
started
to
be

defined
by
the
rancho
territories
that
surrounded
the
area
in
which
the
Mission
was

located.
Most
of
the
newly
defined
Mission
District
remained
open
for
all
residents
to

utilize
as
combined
agricultural-‐residential
land.
However,
a
small
group
of
rancho

territories
clustered
themselves
around
the
immediate
vicinity
of
Mission
Dolores
with
the

hope
that
a
small
town
or
village
would
develop
around
the
chapel.
15

(See
Figure
1.4)

Native
Americans
were
freed.
The
Mexican
government
gave
the
land
upon
which
missions
were
built
away

and
lifted
the
ban
on
foreign
trade.
Starr,
California:
A
History,
2005.

15

Starr,
California:
A
History,
2005.

15

Figure
1.4:
Drawing
of
Mission
San
Francisco
de
Asis
(Dolores)
by
Lithographer
Captain
William
Smyth,
R.N.,

ca,
1839;
Photo
courtesy
of
University
of
Southern
California,
on
behalf
of
the
USC
Special

Collections/California
Historical
Society
Collection,
1860-‐1960;
filename
CHS-‐5756.

Beginning
in
the
1830s,
a
seaport
began
to
develop
on
the
San
Francisco
Bay.
This
new

seaport
was
established
as
Yerba
Buena
(precursor
to
the
city
and
county
of
San
Francisco),

located
directly
on
the
waterfront
and
included
a
docking
area
for
ships
that
traveled
to
the

Bay
for
trading
or
other
purposes.
Another
road
was
built
that
allowed
trade
to
be

conducted
efficiently
between
the
Mission
and
the
growing
commercial
area
of
the
pueblo.

The
influx
of
new
trading
routes
and
businesses
resulted
in
the
Mission
District
becoming
a

busy
trading
hub.
The
Mission
District
began
to
experience
a
reorganization
that
resulted

16

in
the
development
of
a
village
with
Mission
Dolores
as
its
centrally
focused
cultural
center

and
a
system
of
streets
and
roads
extending
from
the
chapel
to
the
surrounding
area,

including
what
is
now
Dolores
Street,
Valencia
Street,
and
a
series
of
numbered
streets.
The

area
started
to
transform
into
a
village-‐type
community,
with
adobes
and
leftover

structures
from
the
Spanish
mission.
16

Mission
Street
became
the
main
thoroughfare

through
the
area
and,
subsequently,
Valencia
Street
and
24
th

Street
became
prominent

commercial
strips
that
supported
the
Mission
District.
These
three
streets
together
would

eventually
become
the
main
commercial
corridors
as
the
Mission
District
developed
into
a

self-‐sufficient,
sustainable
community.

Californios

This
newly
formed
settlement
around
Mission
Dolores
was
named
Dolores
Village
and
was

made
up
of
a
“tight-‐knit
society
of
Hispanic
families.”
17

The
population
of
the
village
was

mostly
comprised
of
Californios,
“older
Spanish
soldiers,
Mexican
gentry,
ranchers,
settlers

and
their
families,
some
of
whose
ancestries
may
have
included
African
and
Native

American,
as
well
as
Spanish.”
18

The
Californios
represented
the
majority
population
and

maintained
significant
ties
to
their
Spanish
and
Mexican
roots.
They
also
maintained

control
of
all
trading
between
the
village
and
outsiders
and,
for
some
time,
were
able
to

create
a
thriving
local
economy.
However,
British,
French
and
American
settlers
who
were

new
to
the
San
Francisco
area
wanted
to
become
part
of
the
settlements
that
were

established
in
the
Mission
District
and
in
the
greater
San
Francisco
area,
resulting
in
the

16

Richards,
Historic
San
Francisco:
A
Concise
History
and
Guide,
1993.

17

Ibid.

18

Ibid.

17

purchase
and
development
of
land
from
the
Californios.
These
new
settlers
saw
the
value

in
having
control
of
land
in
the
Mission
District
and
in
California
as
a
whole
and
wanted
to

try
to
gain
complete
control
of
the
state.
The
Mexican-‐American
War
that
lasted
from
1846

until
1848
resulted
in
the
complete
American
control
of
California.
19

(See
Figures
1.5-‐1.7)

Figure
1.5:
Painting
depicting
the
Mission
Francis
de
Asis
(Dolores)
before
the
Americans
came,
1845;
Photo

courtesy
of
University
of
Southern
California,
on
behalf
of
the
USC
Special
Collections/California
Historical

Society
Collection,
1860-‐1960;
filename
CHS-‐7710.

19

Starr,
California:
A
History,
2005.

18

Figure
1.6:
Drawing
depicting
San
Francisco,
1849;
Photo
courtesy
of
University
of
Southern
California,
on

behalf
of
the
USC
Special
Collections/California
Historical
Society
Collection,
1860-‐1960;
filename
CHS-‐10082.

19

Figure
1.7:
Lithograph
depicting
a
panoramic
view
of
the
Mission
Francis
de
Asis
(Dolores)
ca.
1900;
Photo

courtesy
of
University
of
Southern
California,
on
behalf
of
the
USC
Special
Collections/California
Historical

Society
Collection,
1860-‐1960;
filename
CHS-‐7709.

The
Mission
District:
1850s
to
Today

The
American
conquest
of
California,
ratified
by
the
Treaty
of
Guadalupe
Hidalgo
in

February
of
1848,
brought
many
changes
to
San
Francisco
and
the
Mission
District,

including
the
dispersal
of
Californios
to
other
areas
of
San
Francisco
and
California.
The

Gold
Rush
began
in
January
of
1848
when
James
W.
Marshall
found
gold
at
Sutter’s
Mill,
a

sawmill
located
in
Coloma,
California,
approximately
140
miles
northeast
of
San

Francisco.
20

Upon
hearing
of
this
discovery,
people
from
all
across
the
United
States,

Mexico,
Central
America,
Europe,
and
Asia
embarked
on
the
long
journey
to
northern

20

Ibid.

20

California
in
search
of
gold.
What
began
as
a
“nose
to
the
ground”
effort
to
find
the
mineral

dispersed
throughout
the
ground
soon
turned
into
panning
efforts
in
many
northern

California
rivers
and
streams.
21

With
the
completion
of
the
transcontinental
railroad
in

1869,
the
Gold
Rush
ultimately
brought
hundreds
of
thousands
of
people
to
California,

prompting
significant
changes
in
the
northern
part
of
the
state,
including
a
large
wave
of

affluent
immigrants
who
would
change
the
economics,
society
and
culture
of
San
Francisco

and
the
Mission
District.

In
April
of
1851,
the
first
city
charter
for
San
Francisco
was
adopted,
officially
naming
San

Francisco
a
city
and
county.
22

By
this
time,
the
Mission
District
was
bordered
by
the
now-‐
U.S.
Route
101
North,
Potrero
Avenue,
Cesar
Chavez
Street,
and
Guerrero
Street.
(See

Figure
1.8)
The
Mission
started
to
develop
into
a
visitor-‐
and
tourist-‐friendly
place,

complete
with
resorts
that
catered
to
the
lifestyle
of
the
affluent
society
that
now
began
to

take
hold
in
San
Francisco.
The
National
Trust
Guide:
San
Francisco
describes
the
Mission

District
and
its
many
resorts
during
this
time,

The
Willows,
a
resort
located
near
Mission
and
Eighteenth,
included
a
zoo,
outdoor

café,
bar,
hotel,
and
an
open-‐air
pavilion
for
moonlight
dancing.
The
more
elaborate

Woodward’s
Garden
offered
an
amusement
park
and
museum
near
Mission
and

DuBoce.
There
were
two
racetracks…
The
Mission
was
also
the
site
of
the
city’s
first

baseball
game
and
three
different
stadiums….
23

The
Mission
began
to
experience
changes
to
its
society,
culture,
economy,
and
politics

quickly
during
this
time,
resulting
in
a
more
social
and
class-‐driven
atmosphere.
24

A
horse

21

Gold
panning,
or
“panning,”
is
the
process
of
washing
away
soil
or
gravel
in
a
pan
in
search
of
gold
or
other

valuable
metals.

22

McGloin,
San
Francisco:
The
Story
of
a
City,
page
24-‐27,
1978.

23

National
Trust
Guide:
San
Francisco,
page
302,
2000.

24

Starr,
California:
A
History,
2005.

21

car
line
was
built
in
1857
that
traveled
from
Market
Street
to
Mission
Dolores,
making
trips

to
the
Mission
easier
and
more
convenient.
Streetcars
arrived
in
the
Mission
District
as

early
as
1866
to
allow
for
even
easier
and
faster
travel
to
and
from
the
Mission
and
within

the
Mission
District
itself.
25

Figure
1.8:
Map
of
Mission
District.
Made
in
Google
Maps
by
Author.

Parts
of
the
Mission
started
to
develop
into
industrial
centers,
attracting
working
class

families.
Real
estate
professionals
and
entrepreneurs
who
had
developed
other
areas
of

San
Francisco
saw
similar
potential
in
the
Mission
and
worked
to
establish
factories,

breweries,
mills,
and
other
industrial
uses.
The
district
changed
and
grew
from
a
strictly

farming
countryside
into
a
cityscape
due
to
the
subdivision
of
land
that
allowed
for

residential,
commercial,
and
industrial
development
and
the
frequenting
of
the
affluent

25

Although
the
Mission
District
was
beginning
to
develop
into
an
American
commercialized
area,
there
were

still
areas
within
the
district
that
were
vacant
or
subject
to
the
previous
lifestyle
of
the
adobe
village,
causing

travel
within
the
Mission
and
to
other
areas
in
San
Francisco
to
be
tedious
and
long.
The
introduction
of

street
cars
began
to
make
travel
within
the
Mission
District
easier
and
more
efficient.

Mission
San
Francisco

de
Asis
(Dolores)

22

population.
A
mix
of
Irish,
Italian,
German,
and
other
European
immigrants
came
to
the

Mission
District
in
the
late
1800s
looking
for
work
with
the
hope
that
a
new
job
and
new

home
in
a
new
American
land
would
create
a
better
life
for
them
and
their
families.
These

populations
immigrated
to
the
Mission
District
because
of
the
industrial
and
working
class

atmosphere
that
appealed
to
those
looking
for
an
affordable
place
to
live
with
a
plethora
of

jobs
and
places
to
establish
businesses.
Alongside
the
Latino
residents
and
businesses
that

were
already
established
in
the
Mission
District,
these
other
ethnic
populations
created

businesses
that
catered
to
their
cultural
needs.
26

At
this
time,
single-‐
and
multi-‐family

residences
were
being
constructed
in
the
area,
taking
over
the
much
smaller
adobes
that

once
dominated
the
area.
The
affluent
society
that
frequented
the
Mission
in
the
post-‐Gold

Rush
era
dwindled
after
the
San
Francisco
earthquake
and
fire
of
1906,
when
much
of
the

Mission’s
commercial
and
retail
scene
was
destroyed.
27

The
downtown
area
of
San

Francisco
had
also
been
completely
destroyed
and
was
the
main
focus
of
redevelopment

and
re-‐growth
in
the
city
while
the
once
popular
aspects
of
the
Mission
District
gave
way
to

complete
industrial
and
working-‐class
domination.
28

The
Mission
“typified
nineteenth-‐century
blue-‐collar
San
Francisco
and
became
even
more

representative
after
many
families
moved
there
from
South
of
Market”
after
the

earthquake.
29

The
city
began
experiencing
a
housing
shortage,
which
left
the
Mission

26

Over
time,
some
of
these
businesses
closed
as
these
populations
drifted
out
of
the
Mission
District
and
into

other
areas
of
San
Francisco,
leaving
behind
a
limited
number
of
culturally
associated
establishments
that

would
become
integrated
into
the
Latino
fabric
of
the
neighborhood
and
become
strongly
tied
to
previously

established
and
soon-‐to-‐be
established
Latino-‐oriented
businesses.

27

For
more
information
about
the
1906
earthquake
and
fire,
see:
Barker,
Malcolm
E.,
ed.
Three
Fearful
Days:

San
Francisco
Memoirs
of
the
1906
Earthquake
and
Fire.
San
Francisco:
Londonborn
Publications,
1998.

28

Yee,
“Gentrification
in
San
Francisco’s
Mission
District,”
2010.

29

National
Trust
Guide:
San
Francisco,
page
303,
2000.

23

District
as
a
perfect
place
to
begin
high-‐density
residential
and
commercial
development.

The
neighborhood
received
an
overwhelming
number
of
new
immigrants
who
were

desperately
looking
for
new—or
more—work
to
support
themselves
and
their
families,
as

well
as
displaced
residents
in
search
of
a
new
home
after
the
earthquake.
30

(See
Figure
1.9)

Although
the
Mission
became
a
haven
for
working
class
citizens,
these
individuals
felt

socially
and
economically
isolated
from
the
rest
of
the
city
in
part
because
they
were

located
in
a
part
of
the
city
that
was
not
preferred
by
the
more
affluent
classes.
31

Figure
1.9:
Mission
district,
showing
earthquake
damage,
San
Francisco,
1906;
Photo
courtesy
of
University

of
Southern
California,
on
behalf
of
the
USC
Special
Collections/California
Historical
Society
Collection,
1860-‐
1960;
filename
CHS-‐49490.

30

Yee,
“Gentrification
in
San
Francisco’s
Mission
District,”
2010.

31

Ibid.

24

The
outbreak
of
World
War
I
brought
another
round
of
significant
change
to
San
Francisco

and
the
Mission
District.
Already
a
mixed
industrial
and
residential
area,
the
Mission

District
became
a
primary
center
for
the
production
of
military
attire
and
weapons.
This

production
of
wartime
necessities
enlarged
the
area’s
working-‐class
population,
as
more

hands
were
needed
to
produce
more
items.
Many
European
migrants
to
California
settled

in
the
Mission
District
in
order
to
find
work
and
a
place
to
raise
their
families.
After
the
war,

the
Hispanic
population
in
and
around
the
city
began
to
grow
even
more,
moving
into
the

northern
part
of
the
Mission
District.
Tomas
Summers
Sandoval
Jr.’s
book
entitled
Latinos

At
The
Golden
Gate:
Creating
Community
and
Identity
in
San
Francisco
narrates
the

experiences
of
the
Hispanic
population
in
the
city
and
how
they
came
to
establish

themselves
as
a
prominent
ethnic
group
in
the
city.
The
Hispanic
population
did
not
arrive

suddenly
or
out
of
nowhere,
but
rather
stemmed
from
the
efforts
of
the
Spanish
to
colonize

the
area
and
the
migration
of
Latin
Americans
over
time
searching
for
better
lives
than

what
their
homelands
offered
them.
The
Latino
population
became
attracted
to
the

opportunities
that
California
and,
specifically,
San
Francisco
had
to
offer
them
and

continued
to
grow
throughout
the
twentieth
century.
32

(See
Figure
1.10)

32

Sandoval,
Latinos
at
the
Golden
Gate,
2013.

25

Figure
1.10:
Distribution
of
ethnicities
throughout
San
Francisco
City,
2010;
Map
from
City
and
County
of

San
Francisco
Department
of
Public
Health
Environmental
Health
Section
found
at
www.thehdmt.org.

The
Mission
District
became
a
strong
central
Latino
cultural
center
after
World
War
II,

when
the
neighborhood
was
transformed
by
Latino
cultural
traditions
and
practices,
foods,

and
artwork.
The
city
and
county
historic
context
statement
for
the
Mission
District

describes
this
evolution,

As
American-‐born
residents
abandoned
the
Mission
in
the
1950s,
they
were

gradually
replaced
by
Mexican,
Salvadoran,
and
Nicaraguan
immigrants.
The

continuous
immigration
of
working
class
Latinos
to
the
Mission
District
was

facilitated
by
the
support
network
of
the
existing
Hispanic
community
that
had

formed
there
in
the
1930s
and
1940s,
by
the
established
presence
of
Catholic

26

parishes
in
the
area,
and
by
the
availability
of
relatively
affordable,
higher
density

housing
centrally
located
along
transit
lines...
33

Between
the
1960s
and
1980s,
the
Mission
became
ground
zero
for
Latino
politics
and

movements,
including
the
fight
against
urban
renewal
projects,
anti-‐discrimination

movements,
and
demonstrations
for
peace
and
freedom
in
Latin
American
countries
and

the
United
States
during
times
of
war
and
violence.
34

One
such
movement
was
the
Chicano

Civil
Rights
Movement
of
the
1960s
during
which
Mexican-‐American
citizens
throughout

the
United
States
began
organizing
a
movement
to
recognize
the
need
for
equality
of

Mexican-‐Americans
(also
known
as
Chicanos).
“El
Movimiento,”
as
it
was
called,

empowered
Mexican-‐Americans
in
some
of
the
largest
cities
in
the
country
and
became
a

platform
upon
which
some
of
the
most
influential
Chicano
figures
would
speak
out
against

harsh
treatment
and
negative
stereotypes
of
Mexican-‐Americans
in
the
United
States.

In
San
Francisco,
the
Mission
District
became
an
artistic
realm
within
which
Chicano
artists

produced
public
works
of
art,
especially
murals,
that
depicted
the
racist
and
culturally-‐
biased
struggles
endured
by
Mexican-‐Americans
and
other
Latinos
throughout
the
city,

state
and
nation.
Establishments
such
as
the
Galería
de
la
Raza
and
Balmy
Alley
in
the

Mission
District
became
significant
spaces
where
artists
expressed
their
anger,
worries
and

concerns
for
the
Latino
populations
in
the
United
States.
35

This
art
became
integrated
into

the
cultural
and
physical
fabric
of
the
Mission
District.
Marie
Shier,
a
Fall
2012
graduate
of

the
University
of
San
Francisco,
recognizes
the
significance
of
the
development
of
public

33

City
and
County
of
San
Francisco,
“City
Within
A
City,”
page
86.

34

Nyborg,
“Gentrified
Barrio,”
page
27,
2008.

35

Galería
de
la
Raza
will
be
discussed
in
more
depth
in
Chapter
3.

27

art—especially
murals—during
the
Chicano
Civil
Rights
Movement:
“murals
provided
an

important
organizing
tool
and
a
means
for
the
people
to
reclaim
their
heritage
against
the

background
of
a
society
that
wanted
to
erase
Latin/a
American
cultural
legacy.”
36

Murals

and
other
forms
of
artistic
expression
became
important
ways
of
expressing
anger
and

demanding
positivity
and
acceptance
among
the
Latino
and
Chicano
populations.
Although

many
of
these
murals
are
intended
to
be
ephemeral
and
have
pictorially
changed
over
time,

their
existence
represents
a
time
in
Mission
District—and
United
States—history
that
is

outlined
by
a
determination
to
break
the
cultural
and
social
barriers
that
prevented
a
long-‐
standing
population
from
becoming
fully
integrated
into
American
society.

Balmy
Alley

Balmy
Alley
is
one
of
the
most
significant
places
in
the
Mission
District
depicting
this
Latino

history,
culture,
and
experience.
Located
in
an
alley
that
spans
one
city
block
between
Treat

Avenue
and
Harrison
Street,
Balmy
Alley
is
home
to
a
large
concentration
of
murals
painted

by
artists
from
the
1970s
to
today.
Prominent
and
reoccurring
themes
include
social
and

political
issues
pertaining
to
Latinos
in
San
Francisco,
California,
the
United
States,
and

abroad.
These
murals
are
not
permanent
and
have
changed
over
time.
However,
the

number
of
artists
wanting
to
work
in
Balmy
Alley
to
narrate
the
stories
and
experiences
of

Latinos
has
remained
constant
and
the
alley
continues
to
be
an
outlet
for
Latino
artists
to

36

Shier,
Marie,
“Mission
Muralismo
Today,”
2012.

http://www.usfca.edu/Latin_American_Studies/divisadero/spring2012/Mission_Muralismo_Today/
;

“Mission
Muralismo”
became
the
name
associated
with
the
mural
movement
that
began
in
the
Mission

District
in
the
mid
to
late
1900s.
The
murals
produced
during
this
time
represented
the
struggles
endured
by

Mexican
Americans
and
other
Latino
populations
in
the
United
States.
The
purpose
of
producing
murals
was

to
visually
speak
out
against
discrimination
and
inequality
that
prevent
these
populations
from
becoming

fully
integrated
and
successful
into
American
society.
Cockcroft,
Signs
from
the
Heart,
1990
and
Jacoby
ed.,

Street
Art
San
Francisco,
2009.

28

speak
on
behalf
of
their
culture
and
community.
37

Balmy
Alley
has
become
an
outlet
for

Latino
art
for
expanding
awareness
of
Latino
social
issues.
(See
Figures
1.11-‐1.13)

Two
of
the
original
artists
to
the
alley,
Miranda
Bergman
and
O’Brien
Thiele,
continue
to

uphold
the
artistic
tradition
of
Balmy
Alley
through
continuous
restoration
work
to
their

mural
that
originated
in
the
1980s.
They
have
provided
the
public
with
an
explanation
of

the
origins
of
Balmy
Alley
as
told
through
a
brochure
placed
near
their
workspace.
This

brochure
describes,

At
that
time
[1984]
wars
were
raging
in
Central
America.
A
group
of
artists
came

together
to
form
the
group
“PLACA.”
We
wanted
to
creatively
express
opposition
to

our
government’s
intervention
in
liberation
struggles
in
Central
America,
and
our

solidarity
and
respect
for
the
people
of
those
nations,
who
were
arriving
to
this

neighborhood
by
the
thousands,
as
exiles
from
those
wars.

Twenty-‐seven
artists
interpreted
the
theme
however
they
wished,
painting
30

murals,
completely
transforming
Balmy
Alley.
Decades
have
passed,
and
fences
and

doors
have
been
remodeled
or
changed,
and
new
murals
depicting
other
issues
have

been
painted,
continuing
to
make
this
alley
a
much
visited
outdoor
art

environment.
38

Balmy
Alley
is
a
feature
that
is
directly
related
to
the
culture
and
history
of
24
th

Street
as
a

Latino
corridor
but
also
is
a
continuing
tradition
of
expression
among
the
Latino

community
in
the
Mission
District.
This
small
niche
of
public
art
represents
the
struggles

and
experiences
of
the
Latino
population
that
have
contributes
to
their
strength
as
a

unified
people
and
also
tells
stories
of
the
Mission
District
community.
Although
the
alley
is

not
an
old
landscape,
it
has
become
integrated
into
the
historical
and
cultural
fabric
of
the

community
and
holds
a
significant
place
in
the
heart
of
the
Mission
District
as
a
visual
and

living
representation
of
the
past,
present
and
future
of
the
community.

37

Calle
24,
“Cuentos
del
Barrio,”
page
14.

38

“Welcome
to
Balmy
Alley,”
Sign,
2014.

29

Figure
1.11:
“Mission
Makeover”
mural
on
Balmy
Alley.
Photo
by
Author.

Figure
1.12:
“Culture
Contains
the
Seed
of
Resistance
that
Blossums
into
the
Flower
of
Liberation
“
mural
on

Balmy
Alley.
Photo
by
Author.

30

Figure
1.13:
“No
One
Should
Comply
With
an
Immoral
Law
“
mural
on
Balmy
Alley.
Photo
by
Author.

31

Landscapes
such
as
Balmy
Alley,
along
with
historically
significant
businesses,
maintain

strong
connections
to
the
past
and
reflect
many
aspects
of
the
contributions
of
the
Latino

population
to
the
cultural
life
of
San
Francisco.
The
close
bonds
created
between
residents

and
business
owners
in
the
Mission
helped
to
strengthen
its
prominence
and
identification

as
a
Latino
community.
Emily
Yee,
author
of
“Gentrification
in
San
Francisco’s
Mission

District”
notes,
“certain
common
cultural
traits,
most
notably,
the
Spanish
language
itself

help
unite
a
heterogenous
Hispanic
community
that
is
made
up
of
diverse
Latin
American

nationalities.”
39

Over
time,
the
Mission
District
became
separated
into
three
socio-‐economic
zones:
the

northern
Mission,
the
southern
Mission,
and
the
western
Mission.
The
northern
Mission

area
was
the
area
of
Latino
settlement
in
the
1930s
and
1940s
and
was
comprised
of

mostly
multi-‐family
housing
as
well
as
a
Spanish-‐speaking
church.
The
northern
Mission

area
was
thought
to
be
the
“gateway
for
newcomers”
entering
the
Mission
District.
40

The

southern
Mission
area
of
the
district
grew
to
become
a
Latino
community,
containing
larger

multi-‐family
and
single-‐family
residences,
centered
on
Saint
Peter’s
Cathedral
and
24
th

Street.
The
western
Mission
area
had
a
much
more
rugged
and
hilly
terrain
that
the
other

two
regions.
This
area
developed
characteristics
of
Latino
culture,
but
was
home
to
more

affluent
white
families.
It
became
more
of
a
transitional
neighborhood
for
Latino
families

looking
for
more
of
a
city-‐like
atmosphere
but
unable
to
afford
living
in
the
heart
of
the
city.

Today,
the
entire
Mission
District
reflects
Latino
heritage
and
culture,
but
it
is
the
southern

part
of
the
district
where
the
culture
prevails.

39

Yee,
“Gentrification
in
San
Francisco’s
Mission
District,”
page
23,
2010.

40

City
and
County
of
San
Francisco,
“City
Within
A
City,”
page
87,
2007.

32

Latinos
who
established
themselves
in
the
Mission
District
became
closely
tied
to
each

other
through
aspects
of
culture,
education,
politics
and
income.
Artists,
intellectuals,

radicals,
and
residents
all
contributed
to
the
voice
of
the
community
and
to
new
ways
for
it

to
stand
out
as
a
“culturally
dynamic,
ethnic
neighborhood”
in
spite
of
its
low-‐income,

working-‐class
atmosphere.
41

Throughout
much
of
the
twentieth
century,
the
Mission

District
remained
quite
separated
from
the
rest
of
San
Francisco
as
a
low-‐income

neighborhood
and
did
not
succumb
to
redevelopment
as
they
progressed
through
the
city.

The
neighborhood’s
prominence
as
a
culturally
Latino
district
thrived
and
continues
to

thrive.
The
community
remains
proud
of
their
Latino
and
Hispanic
roots
and
upholds
a
way

of
life
that
is
appreciative
of
this
heritage
and
of
their
journey
to
become
established

residents
of
the
Mission
District.

24
th

Street
and
Valencia
Street
have
become
two
of
the
main
commercial
strips
through
the

Mission
District.
Since
the
1990s,
24
th

Street
has
begun
to
undergo
minor
changes
along
its

commercial
front,
including
the
establishment
of
trendy,
new
businesses
that
do
not
retain

or
reflect
the
Mission
District’s
Latino
history
or
roots.
Although
these
changes
have
begun

to
slowly
become
the
norm
along
24
th

Street,
the
majority
of
the
corridor
still
retains
a

significant
percentage
of
Latino-‐oriented
legacy
businesses
that
represent
Latino
history

and
culture.
Valencia
Street
has
succumbed
to
an
almost
complete
transformation
from
a

Latino
corridor
to
an
upscale,
new
thoroughfare
with
trendy
boutiques,
restaurants,
coffee

shops,
and
organic
markets.
These
two
thoroughfares
represent
the
various
stages
of

41

Yee,
“Gentrification
in
San
Francisco’s
Mission
District,”
page
25,
2010.

33

change
that
have
begun
to
occur
in
the
Mission
District,
a
theme
that
will
be
carried

through
the
remainder
of
this
thesis.

Conclusion

The
Mission
District
is
often
called
a
“city
within
a
city”
because
of
its
emergence
as
a

separated
community
that,
rather
than
integrating
with
the
rest
of
the
city
as
it
developed,

developed
on
its
own,
establishing
self-‐sustaining
businesses,
cultural
centers,
residential

niches,
and
communal
areas.
Beginning
with
Spanish
settlement
and
moving
through
the

Mexican
conquest
and
later
American
conquest,
the
Mission
retained
certain
aspects,
small

or
large,
of
Spanish
and
Hispanic
heritage.
Eventually,
the
Mission
developed
into
a
small

community
that
was
proud
of
its
cultural
heritage,
of
the
journeys
that
its
ancestors

endured
to
reach
independence
in
northern
California;
a
pride
that
became
and
still

remains
a
dominant
characteristic
of
the
community
to
be
felt,
seen,
smelled,
tasted
and

heard
by
all.
The
National
Trust
Guide:
San
Francisco
describes
the
Mission
District
as
a

place
“still
steeped
in
the
culture
of
the
city’s
working
class.”
42

The
Mission
District’s
roots

in
Latino
culture
shaped
the
district
into
a
cultural
haven
for
the
often
underserved,

working
class
Latino
citizens
that
did
not
or
do
not
fit
in
to
other
areas
or
neighborhoods
in

San
Francisco.
The
Mission
District’s
prominence
as
a
Latino
neighborhood
makes
it
a

significant
cultural
and
ethnic
enclave
that
retains
its
close
ties
with
its
historical
narrative

and
brings
a
unique
story
that
adds
to
the
cultural
vitality
of
San
Francisco
as
a
whole.

42

Ibid,
page
303.

34

Chapter
2:
Gentrification
in
the
Mission
District

The
Mission
District’s
ties
to
Latino
culture
are
displayed
through
the
many
long-‐time

restaurants,
retail
stores,
art
galleries
and
bakeries
that
live
in
the
neighborhood.
The

businesses
that
thrive
in
the
Mission
are
not
the
typical
big
box
retail,
but
rather
mom-‐and-‐
pop-‐owned
local
businesses
that
offer
a
variety
of
goods
and
services
to
the
Mission’s

predominantly
and
historically
Latino
community.
The
fact
that
the
district
has
maintained

successful
local
businesses
and
that
it
has
retained
a
strong
Latino
identity
are
two
of
the

characteristics
that
make
the
neighborhood
a
unique
cultural
area.
These
businesses
have

been
in
place
for
a
substantial
part
of
San
Francisco’s
history
and
have
experienced
many

changes
in
culture,
society,
politics,
and
economics.
Many
of
them
have
continued
to
thrive

despite
dramatic
changes
over
time.
These
long-‐time
mom-‐and-‐pop,
or
legacy
businesses

have
become
a
significant
part
of
the
cultural
fabric
that
defines
the
Mission
District.
They

have
long
supported
those
who
live
and
work
in
the
area.
Specifically,
the
Mission
District’s

long-‐standing
Latino
population
has
been
well
supported
by
these
small
local
businesses,

which
sustain
the
local
economy
and
uphold
a
strong
sense
of
cultural
identity
and

collective
historical
memory.

The
Dot
Com
Boom

The
last
three
decades
of
the
twentieth
century
and
the
first
few
years
of
the
twenty-‐first

century
proved
to
be
a
time
of
change
for
San
Francisco
and
the
greater
Bay
Area.
The

advancement
and
spread
of
digital
technology
led
to
a
revolution
in
the
world
of
business

and
the
lives
of
individuals.
The
first
“Dot
Com
Boom”
that
occurred
in
the
early
1990s
saw

35

the
development
and
evolution
of
cell
phones,
the
internet,
and
other
high-‐tech
entities

that
resulted
in
a
significant
shift
in
American
culture.
43

The
first
Dot
Com
Boom
resulted
in
the
mass
establishment
of
companies
in
the
Bay
Area

that
produced
advanced
technologies
that
changed
the
way
people
communicate
with
one

another.
44

(See
Figure
2.1).
Corporations
formed,
digital
technology
became
an
integral

part
of
every
day
life,
and
the
American
people
became
more
accessible
to
one
another.
The

technological
developments
produced
in
the
Silicon
Valley
not
only
changed
the
way

people
interacted
with
each
other
but
also
had
profound
impacts
on
the
dynamics
of
San

Francisco’s
Mission
District.
The
most
dramatic
of
these
was
a
dramatic
increase
in

commercial
and
residential
property
values
and,
correspondingly,
rental
prices.
45

43

Centner,
“Places
of
Privileged
Consumption
Practices,”
City
and
Community,
August
2008.

44

Silicon
Valley
is
located
approximately
40
miles
southeast
of
San
Francisco
and
is
home
to
some
of
the

largest
national
and
international
technology
businesses
and
corporations.
Such
corporations
as
Google,

Facebook,
Apple
(formerly
named
Macintosh),
eBay,
and
Hewlett-‐Packard
are
among
the
Fortune
100

companies
headquartered
in
the
Silicon
Valley.

45

Subsequent
smaller
dot
com
and
technology
movements
have
followed
the
initial
early
1990s
boom,

generating
additional
impact.

36

Figure
2.1:
Map
of
Silicon
Valley.
Made
by
Author
in
Google
Maps.

The
Mission
District’s
proximity
to
Highway
101,
the
major
artery
between
San
Francisco

and
the
Silicon
Valley,
and
its
location
just
south
of
downtown
San
Francisco
are
what

make
the
neighborhood
an
ideal
area
to
live
for
newcomers
to
the
city.
Since
the
first
Dot

Com
Boom
in
the
90s,
the
Mission
District
has
experienced
an
influx
of
new
residents
and

business
owners
looking
to
relocate
from
the
Silicon
Valley.
The
lower
rents
and
property

values
in
this
area,
compared
to
the
rest
of
the
city,
have
attracted
many
newcomers.
These

individuals
often
work
for
high-‐end,
large-‐scale
technology
businesses
and
corporations
as

well
as
smaller
start-‐up
companies.
46

Seeking
a
refuge
away
from
work
and
affordable

spaces
to
live
and/or
establish
new
businesses
as
side
projects,
these
individuals
have

turned
to
San
Francisco’s
Mission
District
to
provide
them
with
just
the
right
amount
of
city

46

Nyborg,
“Gentrified
Barrio,”
University
of
California
San
Diego
Masters
thesis,
2008.

37

life
thrill
they
are
searching
for.
47

Zoe
Corbyn,
writer
for
The
Observer,
describes
this

introduction
of
newcomers:
“…San
Francisco
has
become
a
bedroom
city
for
people
who

work
in
Silicon
Valley
and
prefer
vibrant
urban
neighborhoods
to
sleepy
suburban

towns.”
48

The
flood
of
new
residents
and
new
hip
businesses
in
the
Mission
District
has

resulted
in
a
severe
increase
in
rental
prices.
These
increases
create
a
widening
social,

financial
and
cultural
gap
between
newcomers
and
the
existing
population,
changing
the

dynamics
of
the
neighborhood
but
also
leads
to
more
opportunities
to
increase
rents.
(See

Figure
2.2)

47

Guynn,
“Google
plans
move
into
San
Francisco’s
Mission
District,”
Los
Angeles
Times,
18
Feb
2014.
Accessed

June
10,
2014.
http://www.latimes.com/business/technology/la-‐fi-‐tn-‐google-‐plans-‐move-‐into-‐san-‐
franciscos-‐mission-‐district-‐20140218,0,4061494,print.story

48

Corbyn,
“Is
San
Francisco
losing
its
soul?,”
The
Observer,
Feb
22,
2014,
page
3,
Accessed
June
1,
2014.

http://www.theguardian.com/world/2014/feb/23/is-‐san-‐francisco-‐losing-‐its-‐soul

38

Figure
2.2:
Rental
Trends
in
the
Mission
District
from
February
2009
to
November
2013.
Data
gathered
from

Craigslist.

Since
the
initial
technology
boom
of
the
1990s,
there
have
been
subsequent
movements

that
have
supported
and
maintained
this
sense
of
change
throughout
the
city.
Rents
and

property
values
have
continued
to
rise
and
the
need
to
keep
up
with
rising
prices
in
order

to
maintain
a
stable
lifestyle
is
becoming
an
even
greater
issue.
49

The
growing
rental
gap

continues
to
negatively
affect
the
dynamics
and
economy
of
the
Mission
District,

threatening
businesses
that
have
maintained
themselves
for
decades.
50

Corbyn’s
article

describes
this
rental
gap
phenomenon,

49

Ibid.

50

Ibid.

39

In
one
sense,
San
Francisco
is
thriving.
The
unemployment
rate
is
just
4.8%,

compared
to
8.3%
for
California
as
a
whole.
In
2013
job
growth
in
San
Francisco

County
led
all
others
in
the
nation.
But
the
influx
of
so
many
young,
rich
tech

workers
has
caused
significant
tensions.
Starting
in
mid-‐2011,
rents
and
house

prices
began
to
soar.
Eviction
rates
soon
followed
as
property
speculators
sought
to

cash
in
by
flipping
rent-‐controlled
apartment
buildings
into
flats
to
sell.
Evicted

residents
have
found
themselves
unable
to
afford
to
live
in
their
city
anymore
and

many
businesses
and
non-‐profits
have
been
squeezed.
51

Since
the
Dot
Com
Boom,
the
Mission
District
has
experienced
increased
tension
between

new
and
existing
residents
as
new
residents
have
vastly
different
cultural
needs
and

priorities.
This
has
led
to
an
increase
in
new
businesses
catering
to
the
new
residents,

causing
even
greater
tension
between
new
and
existing.
The
feeling
of
existing
Latino

residents
is
that
the
new
residents
show
little
or
no
regard
for
Latino
heritage
and
culture

in
the
Mission
District.

One
significant
change
that
has
taken
place
in
the
Mission
District
that
has
added
to
the

tension
between
the
new
population
and
the
historically
Latino
community
is
the

introduction
of
the
“Google
Bus.”
Private
luxury
bus
companies
provide
tech
industry

employees
living
in
San
Francisco
an
easier,
more
direct
route
to
Silicon
Valley
than
public

transportation
or
individual
drivers.
The
buses
stop
at
various
city
bus
stops
throughout

the
city—mostly
in
the
Mission
District—to
pick
up
employees
traveling
to
the
Silicon

Valley.
Residents
of
the
Mission
District
have
taken
issue
with
the
idea
of
segregated

private
transportation
intended
only
for
tech
employees.
52

One
concerned
resident,
Julia

Wong,
spoke
out
against
these
Google
Buses
in
a
recent
blog
post,
writing,

51

Corbyn,
“Is
San
Francisco
losing
its
soul?,”
The
Observer,
Feb
22,
2014,
page
3.

52

Wong,
“What
the
Media
Gets
Wrong
About
San
Francisco’s
Gentrification
Battles,”
Blog
Post
March
24,
2014.

Accessed
May
27,
2014.
http://www.thenation.com/blog/178947/what-‐media-‐gets-‐wrong-‐about-‐san-‐
franciscos-‐gentrification-‐battles

40

The
image
of
Google
buses
rolling
through
the
narrow
streets
of
the
Mission,
tinted

windows
reflecting
scenes
of
the
neighborhood’s
vaunted
Latino
culture—murals,

vegetable
stands,
street
vendors,
pupusa
joints—makes
manifest
the
division

between
the
people
inside
(tech
workers)
and
the
people
outside
(everyone
else).
53

The
attitude
and
concerns
of
this
Mission
District
resident
are
shared
by
others
throughout

the
Latino
community.
The
harmony
that
the
Mission
was
once
woven
together
with
is

slowly
being
lost
due
to
the
dominating
presence
of
techies
and
“Google
buses”
that
have

changed
the
face
of
the
Latino
neighborhood.
Wong
also
describes
this
disruption
of
culture,

“The
working-‐class
Latinos
waiting
at
the
same
bus
stops
for
public
transportation
are
the

old
[San
Francisco],
creators
of
the
old
culture
that’s
being
forced
out.”
54

Whether
or
not
it

is
the
intention
of
the
techies
to
force
out
the
Latino
population
in
the
Mission
District,
it
is

something
that
residents
feel
strongly
about
and
is
something
that
the
community
wants
to

prevent
from
occurring
fully.

Gentrification
in
the
Mission
District

Defined
in
the
Introduction
chapter
of
this
thesis,
gentrification
is,
“the
transformation
of
a

working-‐class
or
vacant
area
of
the
central
city
into
middle-‐class
residential
or
commercial

use.”
55

The
after
effects
of
the
Dot
Com
Boom—rental
price
increases
and
rises
in
property

values—in
the
1990s
included
a
movement
toward
gentrification
in
which
local
businesses

became
viable
resources
for
redevelopment,
reinvestment,
and
replacement.
Economically,

gentrification
can
allow
for
significant
financial
growth
of
what
has
been
deemed
as
a
low-‐
income
or
working-‐class
neighborhood,
which
can
lead
to
economic
diversity
but
can
also

lead
to
the
loss
of
the
cultural
and
social
fabric
that
has
historically
defined
the

53

Ibid.

54

Ibid.

55

Lees,
et
al.,
The
Gentrification
Reader,
page
xv.

41

neighborhood
and
the
strong
sense
of
community
that
has
stemmed
from
it.

56

Gentrification
often
takes
hold
of
neighborhoods
or
communities
that

…are
deteriorated,
and
occupied
by
the
lower-‐
and
moderate-‐income,
often
elderly,

households.
These
residential
areas
are
located
close
to
the
central
business
district,

and
often
have
peculiar
amenities
such
as
views
of
the
skyline,
access
to
parks,
or

some
historical
significance.
The
housing
is
run-‐down
but
still
structurally

sound…Moderate
rehabilitation,
for
the
most
part,
will
make
housing
suitable
for

“gentry,”
and
façade
improvements
will
enhance
the
architectural
qualities
and

contribute
to
major
increases
in
its
market
value.
57

Although
gentrification
can
be
intended
to
“bring
up”
a
neighborhood
that
has
either
fallen

into
disrepair
or
is
a
low-‐income
or
working-‐class
neighborhood,
it
can
have
dramatic

effects
on
the
culture
or
history
of
the
area
and
people.
Allowing
new
development
and

revitalization
to
take
away
from
the
historically
profound
fabric
of
the
Mission
District
can

lead
to
a
significant
loss
of
cultural
identity
and
cultural
history
that
so
greatly
adds
to
the

greater
history
of
the
City
and
acts
as
a
supportive
foundation
for
diversity.

The
greater
effects
of
the
developments
of
the
tech
industry
have
become
“ripple
effect”
of

their
technological
advancements—gentrification.
58

Low-‐income
ethnic
communities
and

neighborhoods
become
the
primary
areas
that
experience
redevelopment
and

reinvestment
that
result
in
the
displacement
and
replacement
of
long-‐time
residents,

businesses,
and
cultural
entities
that
define
the
area
as
an
ethnic
neighborhood.
The

practice
of
heritage
conservation
can
help
to
alleviate
the
worry
and
concern
among
these

56

Lees,
et.
al.,
The
Gentrification
Reader,
page
4.

57

Beauregard,
“The
Chaos
and
Complexity
of
Gentrification,”
taken
from
Lees,
et
al.
eds.
The
Gentrification

Reader,
page
12.

58

One
such
positive
impact
is
the
revitalization
of
San
Francisco’s
Central
Market
Downtown
district.
The

area
has
been
revived
and
reinvested
in
that
has
transformed
it,
once
again,
into
a
frequented
thoroughfare

filled
with
shops,
restaurants,
and
ample
opportunities
to
soak
in
the
City’s
people
and
culture.
For
more

information
about
the
revitalization
of
the
Central
Market
Downtown
district
can
be
found
at

http://www.oewd.org/media/docs/CentralMarketEconomicStrategy.pdf.

42

ethnic
and
low-‐income
entities
in
the
face
of
a
growing
interest
in
redeveloping
and

reinvesting
in
these
communities
by
working
to
sustain
the
culturally
profound

neighborhood
that
continues
to
be
called
home
by
these
populations.
Specifically,
the

Mission
District’s
Latino
population,
history,
culture,
and
sense
of
community
are
becoming

more
at
risk
as
newcomers
to
the
City
look
to
this
neighborhood.
Since
the
1990s,

gentrification
has
begun
to
alter
the
social,
cultural
and
physical
aspects
of
the
Mission

District,
pressuring
the
existing
commercial
entities
to
“keep
up
with
the
Jones’”
or
struggle

to
maintain
their
legacies.
In
this
sense,
two
of
the
Mission
District’s
commercial
spines—
Valencia
Street
and
24
th

Street—become
the
important
areas
that
need
to
be
evaluated
in

terms
of
their
legacy
businesses
and
acted
upon
in
a
way
that
sensitively
maintains
these

businesses
for
the
sake
of
the
sense
of
community
and
the
cultural
and
historical
value
that

they
bring.

Valencia
Street

Gentrification
has
permanently
changed
the
face
of
certain
parts
of
the
Mission
District,

Valencia
Street
in
particular.
Within
the
neighborhood,
Valencia
Street
has
experienced
an

almost
complete
transformation
from
its
historic
Latino
roots
to
a
new
and
trendy

commercial
strip.
Valencia
Street
has
gone
from
offering
basic
services
to
the
community
to

organic
coffee
shops,
bars,
eateries,
and
clothing
boutiques.
(See
Figures
2.3-‐2.9)
Valencia

Street’s
Latino
history
and
culture
have
been
reduced
to
a
few
newly
established
Latino-‐
inspired
eateries
that
have
replaced
long-‐time
establishments.
These
new
businesses,

rather
than
blending
into
the
pre-‐existing
neighborhood,
created
a
separate,
upscale,

distinctive
atmosphere
that
attracted
the
more
affluent
population
that
was
beginning
to

43

inhabit
the
Mission.
Author
Gregory
Dicum
described
Valencia
Street’s
transformation
as

early
as
2008,

Some
15
years
ago,
Valencia
Street
was
a
forbidding
mix
of
auto
body
shops,

papered-‐over
storefronts
and
hole-‐in-‐the-‐wall
restaurants…Then
came
the
dot-‐com

money.
Trendy
coffeehouses
arrived.
Hip
boutiques
opened
next
to
cool
bars.
And

now
the
wide,
low-‐slung
street
has
become
a
gathering
spot
for
the
city’s
latest

breed
of
cool-‐hunting
hipsters.
59

Valencia
Street,
which
once
was
a
vibrant
span
of
Latino
heritage
in
the
Mission
District,

has
now
become
a
trendy
sanctuary
for
hip
techies
living
in
San
Francisco.
The
influx
of

young
affluent
tech
employees
to
the
Mission
District
has
resulted
in
a
dramatic
change
in

the
distribution
of
wealth
in
the
local
economy
and
in
the
culture
that
has
defined
the

neighborhood
as
a
Latino
corridor
for
decades.
Migrating
to
the
Mission
from
Silicon
Valley

allows
affluent
techies
to
manipulate
the
neighborhood—physically
and
culturally—
because
of
the
amount
money
they
are
able
and
willing
to
invest.
This
dramatic
shift
in
the

dynamics
and
culture
of
Valencia
Street
has
begun
to
carry
over
into
other
areas
of
the

Mission
District
at
an
alarming
rate.

59

Dicum,
“Hipster
Hunting
Ground,”
New
York
Times,
July
13,
2008.
Accessed
May
27,
2014.

http://www.nytimes.com/2008/07/13/travel/13surfacing.html?_r=0

44

Figure
2.3:
Map
of
Valencia
Street.
Made
in
Google
Maps
by
Author.

45

Figure
2.4:
Streetscape
view
of
Valencia
Street.
Photo
by
Author.

Figure
2.5:
Streetscape
view
of
Valencia
Street.
Photo
by
Author.

46

Figure
2.6:
Development
on
Valencia
Street.
Photo
by
Author.

Figure
2.7:
Streetscape
view
of
Valencia
Street.
Photo
by
Author.

47

Figure
2.8:
Local
Farmers
Market
on
Valencia
Street.
Photo
by
Author.

48

Figure
2.9:
Local
businesses
on
Valencia
Street.
Photo
by
Author.

49

The
transformation
that
Valencia
Street
has
undergone
within
the
last
few
decades

represents
the
future
of
other
areas
of
the
Mission
District,
such
as
24
th

Street;
areas
that

still
retain
legacy
businesses
and
cultural
fabric
that
offer
comfort
to
those
who
have

thrived
in
the
neighborhood
and
a
profound
sense
of
community
among
residents
and

businesses.
The
new
social
and
cultural
atmosphere
that
has
stemmed
from
the

reinvestment
and
redevelopment
of
Valencia
Street
offers
a
“new
history”
that
considers

the
new
businesses
that
have
replaced
long-‐standing
businesses.
These
new
developments

attract
a
clientele
far
different
from
the
ones
established
in
the
Mission
District
throughout

much
of
its
history.
They
also
generate
higher
revenues
than
legacy
businesses,
producing

a
competitive
atmosphere
between
old
and
new.

24
th

Street

On
the
opposite
end
of
the
transformation
spectrum,
24
th

Street
has
experienced
the

beginnings
of
gentrification,
but
has
yet
to
succumb
to
a
complete
makeover.
In
stark

contrast
to
Valencia
Street,
24
th

Street
retains
significant
indications
of
its
Latino
history

and
heritage
varying
from
restaurants
to
bookstores
and
local
cafes.
Although
this
side
of

the
Mission
is
on
new
residents’
radars,
24
th

Street
business
owners
have
fought
a

continuous
battle
to
protect
its
culture
and
its
name
as
a
Latino
corridor.
60

The
desire
to

protect
this
heritage
that
can
be
felt
throughout
24
th

Street
has
not
been
enough
to
keep

some
residents
and
businesses
from
being
forced
out
due
to
the
spike
in
rent
prices.

Feeling
the
aftershocks
of
the
transformation
of
Valencia
Street,
24
th

Street
has
begun
to

experience
change,
resulting
in
the
displacement
of
some
long-‐time
businesses
that
have,

60

Lagos,
“A
mission
for
the
Mission,”
San
Francisco
Gate,
April
22,
2014.
Accessed
June
10,
2014.

http://www.sfgate.com/politics/article/A-‐mission-‐for-‐the-‐Mission-‐Preserve-‐Latino-‐legacy-‐5419370.php

50

for
many
decades,
supported
the
lives
and
life-‐styles
of
the
Latino
population.
Author

Cameron
Scott
describes
24
th

Street
as
a
street
that
“has
long
been
home
to
a
mix
of
mom-‐
and-‐pop
restaurants,
hair
salons,
and
bodegas,
but
within
the
last
few
years
the

establishment
of
trendy
new
coffee
shops,
boutiques
and
restaurants
has
become
a
normal

sight
on
the
commercial
front
of
the
street.
61

Scott
notes
that,
“…24
th

Street
looks
a
lot
less

like
the
quieter
cousin
of
gritty
Mission
Street
and
a
lot
more
like
a
second
Valencia

Street…”
62

Scott’s
article
presents
the
concerns
of
both
residents
and
business
owners
alike,

who
all
fear
that
the
introduction
and
migration
of
newer,
wealthier
residents
will
have
a

significant
impact
on
the
dynamics
and
culture
of
24
th

Street,
just
as
they
have
had
on

Valencia
Street.

Identified
as
one
of
the
“commercial
spines”
of
the
Mission
District,
24
th

Street
contains

eleven
businesses
that
are
significant
in
their
contribution
to
Latino
history
in
the
district.

24
th

Street
spans
approximately
twelve
blocks
and
runs
east
to
west
from
Dolores
Street
to

Potrero
Avenue.
(See
Figure
2.10)
One
organization
that
has
made
great
efforts
to
advocate

for
the
retention
and
protection
of
legacy
businesses
is
Calle
24.
This
organization—
previously
named
the
Lower
24
th

Street
Merchants
and
Neighbors
Association—was

developed
in
1999
by
“a
group
of
long
time
residents,
merchants,
service
providers
and
art

organizations
concerned
with
quality
of
life
issues
in
the
community.”
63

The
organization

61

Scott,
“The
Continuing
Evolution
of
24
th

Street,”
San
Francisco
Weekly,
March
6,
2013.
Accessed
March
24,

2014.
http://www.sfweekly.com/2013-‐03-‐06/news/the-‐continuing-‐evolution-‐of-‐24th-‐street/

63

Calle
24
Website,
“About,”
http://calle24sf.org/about/

51

works
toward
preserving
the
“unique
beauty
and
culture
that
is
the
trademark
of
Calle
24

and
the
Mission.”
64

This
association
has
described
24
th

street
as
being

…lined
with
family
and
Latino-‐owned
businesses,
ranging
from
restaurants
and

panaderías
to
lavanderías
and
jewelry
shops.
Some
have
endured
for
generations

and
today
comprise
the
cultural
fabric
of
the
neighborhood.
65

24
th

street
was,
and
still
is,
an
excellent
representation
of
the
social
and
cultural
identity

and
heritage
of
the
Latino
population
in
the
Mission
District.
It
encompasses
aspects
of

Latino
history
and
culture
that
are
woven
together
to
create
a
close
community
that
is
both

appreciative
and
proud
of
their
heritage
in
San
Francisco.
66

Just
as
Valencia
Street
experienced
a
complete
renovation
due
to
the
number
of
new

techies
moving
to
the
area
and
the
resulting
inflation
of
rental
prices,
so
too
is
24
th

Street

beginning
to
fall
under
the
umbrella
that
has
defined
gentrification
in
the
Mission
District.

Author
Zoe
Corbyn
summarizes
the
worries
and
concerns
felt
by
those
in
the
Mission
as

well
as
those
throughout
the
city,

Many
long-‐time
San
Francisco
residents
worry
not
only
about
being
forced
out
of

the
city
they
love,
but
also
that
their
city
is
being
changed
for
the
worse.
Critics
say

that
San
Francisco’s
communities
of
alternative
culture,
ethnic
or
otherwise—the

soil
of
its
creative
mojo
and
legendary
social
movements—are
being
turned
into

playgrounds
for
rich
people.
If
San
Francisco’s
soul
is
its
social
and
economic

diversity
and
status
as
a
refuge
for
those
outside
the
mainstream,
then
it
is
being

lost.
67

Corbyn
summarizes
the
apprehensions
of
a
strong
majority
of
San
Franciscans,
particularly

those
who
have
thrived
in
culturally
sound
and
ethnically
diverse
neighborhoods
such
as

64

Ibid.

65

Ibid,
page
18.

66

There
are
24
th

Street
businesses
that
are
of
different
cultural
origins
other
than
Latino.
These
non-‐Latino

businesses
have
gained
historical
significance
in
their
own
right
and
although
they
were
not
founded
by

Latinos,
they
have
become
well
integrated
with
the
Latino
culture
that
dominates
the
Mission
District.

67

Corbyn,
“Is
San
Francisco
losing
its
soul?,”
The
Observer,
February
22,
2014.

52

the
Mission
District.
The
onset
of
rising
rents
and
property
values
since
the
Dot
Com
Boom

in
the
1990s
was
the
precursor
to
the
complete
gentrification
transformations
and
growing

concerns
within
the
Mission
District.

53

Figure
2.10:
Overview
map
of
24
th

Street
in
the
Mission
District,
which
extends
from
Dolores
Street
to

Potrero
Avenue.
Made
in
Google
Maps
by
Author.

54

The
legacy
businesses
along
24
th

Street
are
of
great
historic
and
cultural
importance
for
a

number
of
reasons.
They
were
established
by,
and
for,
the
Latino
population
that
began
to

dominate
the
Mission
District
in
the
late-‐nineteenth
century.
These
businesses
continue
to

operate
today
in
spite
of
discrimination
due
to
race,
ethnicity,
country
of
origin,
and/or

skin
color,
an
unfortunate
reality
of
contemporary
culture.
The
Mission
District,
and

specifically
24
th

Street,
became
a
haven
for
the
displaced
Latino
populations
from
Central

and
South
America
and
Mexico
seeking
refuge
and
freedom
from
oppression;
these

businesses
became
their
primary
support
for
survival
in
the
city—offering
goods
and

services
that
may
otherwise
not
be
available
to
Latinos
patronizing
non-‐Latino
businesses.

(See
Figures
2.11-‐2.13)

Figure
2.11:
Streetscape
view
of
local
businesses24
th

Street.
Photo
courtesy
of
San
Francisco
Heritage.

55

Figure
2.12:
Local
market
on
24
th

Street.
Photo
courtesy
of
San
Francisco
Heritage.

Figure
2.13:
Streetscape
view
of
local
businesses
24
th

Street.
Photo
by
Author.

56

Conclusion

Legacy
businesses
are
a
crucial
aspect
of
the
Mission
District
community.
They
retain
and

portray
much
of
the
history
of
San
Francisco
that
cannot
be
experienced
along
other
tourist

routes
of
the
city.
These
businesses
play
a
crucial
role
in
creating
neighborhood
identity

and
in
sustaining
a
strong
sense
of
community.

Two
such
businesses,
Galería
de
la
Raza

and
El
Tecolote,
are
located
in
the
heart
of
the
Mission
District
on
24
th

Street.
These

businesses,
which
contribute
to
the
growing
sense
of
community
and
cultural
identity,
will

be
examined
in
further
detail
in
the
next
chapter.

It
is
not
just
the
physical
fabric
of
the

neighborhood
that
defines
its
significance
as
a
historically
Latino
community,
but
it
is
more

so
the
people,
the
businesses,
the
traditions,
and
the
practices
that
become
important

historic
aspects.
Legacy
businesses
offer
both
the
tangible
and
intangible
aspects
of
history

that
drive
the
community’s
love
and
appreciation
for
history
and
heritage.
Legacy

businesses
are
proprietors
of
social
relationships
among
community
members
and
are
the

connections
to
the
past.
They
are
platforms
for
developing
an
emotional
attachment
to
the

people,
places,
and
things
that
are
a
part
of
a
place’s
history.
Legacy
businesses
become

ingrained
in
peoples’
minds
and
hearts
as
spaces
where
history
was
once
made
and
where

people
can
go
to
encounter
and
contribute
to
the
collective
memory
of
the
public.

These

integral
veins
of
culture,
community,
and
society
collectively
recall
memories—individual

and
communal—significant
to
local
history
and
offer
spaces
for
people
to
gather
and
add
to

the
collective
memory
and
history
of
the
neighborhood.
The
Mission
District’s
legacy

businesses
build
upon
a
collective
history
that
recognizes
memory
and
community
as
it
has

developed
over
the
span
of
many
decades
and
have
become
vital
sources
of
social
and

cultural
worth.

57

The
field
of
Heritage
Conservation
recognizes
the
need
to
protect
cultural
niches
such
as

the
Mission
District
not
simply
for
any
historically
significant
architecture
they
might
yield

but
also
for
the
cultural
value
they
contain.
Conservation
of
legacy
businesses
will
help
to

continue
legacies,
traditions,
and
heritage
that
thrive
within
the
walls
of
the
businesses
and

among
those
who
are
owners
and
customers.
San
Francisco’s
array
of
diversity
is
only

supported
and
upheld
by
the
level
of
pride
that
ethnic
populations
take
in
their

neighborhoods
and
by
the
strong
community
ties
that
promote
history
and
culture,

whether
through
traditions,
businesses,
or
art.
Without
establishments
such
as
legacy

businesses,
there
will
be
a
significant
loss
of
culture,
heritage,
and
history.
There
will
be
a

decline
in
the
number
of
establishments
that
will
be
able
to
tell
the
story
of
certain

communities
or
neighborhoods
and
there
will
no
longer
be
places
for
advocates
to
sustain

narratives,
connections,
emotional
experiences,
and
collective
memories
of
local
cultural

history.

58

Chapter
3:
Legacy
Businesses

As
defined
in
the
Introduction
chapter,
legacy
businesses
are
“…establishments
[that]
have

achieved
longevity
of
40
years
or
more,
possess
distinctive
architecture
or
interior
design,

and
contribute
to
a
sense
of
history
in
the
surrounding
neighborhood.”
68

This
chapter
will

examine
legacy
businesses
within
San
Francisco’s
Mission
District,
the
importance
of

conserving
them
as
cultural
resources,
and
will
discuss
various
city,
state,
national,
and

global
efforts
to
conserve
such
establishments
that
represent
significant
aspects
of
culture.

This
chapter
will
also
look
at
local
efforts
to
conserve
legacy
businesses
in
the
Mission

District
that
have
recently
developed.

Legacy
Businesses
in
the
Mission
District

Currently,
there
are
eleven
legacy
businesses
in
San
Francisco’s
Mission
District
that
have

been
identified
by
San
Francisco
Heritage’s
“Legacy
Bars
and
Restaurants”
project
and
are

scattered
throughout
the
neighborhood
along
various
commercial
strips
such
as
24
th

Street,

Mission
Street
and
Valencia
Street.
69

(See
Figure
3.1
and
Table
3.1)
Overall,
these

businesses
have
made
significant
contributions
to
the
growth
and
strength
of
the
Latino

culture
in
the
Mission
District
by
offering
themselves
as
communal
gathering
spaces
to

voice
opinions;
as
spaces
for
important
political
and
social
discourse;
as
spaces
that
mark

the
beginnings
of
important
social
movements;
as
spaces
where
emotional
ties
and
strong

communal
relationships
are
made
among
the
community;
or
as
places
where
collective

history
and
memories
are
solidified.
Legacy
businesses
in
the
Mission
District
represent

68

“San
Francisco’s
Legacy
Bars
&
Restaurants,”
Heritage
News,
Spring
2010,
Vol.
XLI,
No.
I.,
page
6.

69

San
Francisco
Heritage
is
a
non-‐profit
organization
working
toward
preservation
and
conservation
efforts

in
the
City.
The
“Legacy
Bars
and
Restaurants”
project
is
discussed
in
greater
detail
in
Chapter
3.

59

significant
aspects
of
local
history
and
also
contribute
to
the
growing
sense
of
community

and
the
way
of
life
among
the
people
who
live
and
work
there.

Figure
3.1:
Map
of
Legacy
Bars
and
Restaurants
in
the
Mission
District
identified
by
San
Francisco
Heritage’s

Legacy
Bars
and
Restaurants
Project.
Made
in
Google
Maps
by
Author.

60

Table
3.1:
List
of
legacy
restaurants
and
bars
(only)
identified
in
previous
map.

Since
the
1990s,
legacy
businesses
have
begun
to
be
threatened
by
loss
and
replacement

despite
the
social
and
cultural
worth
that
they
possess
not
just
as
historical
features
but

also
as
spaces
for
the
community
to
develop
an
emotional
connection
to
their
history.
The

loss
of
legacy
businesses
in
the
Mission
District
would
compromise
this
worth
and
begin
to

cover
up
the
collective
history
and
memory
of
those
who
have
worked
so
hard
to
establish

their
businesses
and
of
those
who
have
continued
to
support
these
businesses.
Although
a

significant
number
of
legacy
businesses
still
exist
in
the
Mission
District,
still
a
number

have
yet
to
be
identified,
and
many
have
already
been
replaced
by
new
development
and

reinvestment
in
this
low-‐income,
working
class
neighborhood.
The
reasons
behind
the

growing
interest
in
redevelopment
and
reinvestment
in
the
Mission
District
is
due,
in
large

part,
to
the
ever-‐growing
technology
industry
that
has
made
northern
California
its
home

for
the
past
few
decades.
This
growth
in
technology
businesses
has
spilled
over
to
San

Label Name Address Type Established
A Elixir 3200 16th Street Bar 1858
B Taqueria la Cumbre 515 Valencia Street Restaurant 1972
C Double Play 2401 16th Street Restaurant & Bar 1909
D Elbo Room 647 Valencia Street Bar 1935
E Whiz Burger 700 S. Van Ness Ave. Restaurant 1955
F The Homestead 2301 Folsom Street Bar 1902
G
Cha Cha Cha/Original
McCarthy's 2327 Mission Street Restaurant & Bar 1933
H Casa Sanchez 2778 24th Street Restaurant 1924
I St. Francis Fountain 2801 24th Street Restaurant 1918
J Roosevelt Tamale Parlor 2817 24th Street Restaurant 1919
K
Dianda's Italian American
Pastry 2883 Mission Street Bakery 1962

61

Francisco,
particularly
the
Mission
District,
as
more
tech-‐employees
search
for
a
small
part

of
city
life
to
call
their
own.

Conservation
of
Legacy
Businesses

As
discussed
in
the
Introduction
chapter,
legacy
businesses
maintain
a
distinct
and
unique

connection
with
the
history
of
the
area
in
which
they
reside.
They
sustain
a
strong
sense
of

community
and
connection
to
the
area’s
history,
but
also
act
as
portals
through
which

community
members
establish
strong
emotional
ties.
Legacy
businesses
in
the
Mission

District
tell
stories
of
culture
and
of
time
that
portray
what
life
was
like
decades
ago.
In

particular,
Mission
District
legacy
businesses
narrate
the
history
of
the
Latino
population
in

San
Francisco,
from
the
beginnings
of
the
Spanish
settlement
at
Mission
Dolores
and

through
today.
As
an
ethnic
enclave,
the
Mission
District,
and
more
specifically,
24
th

Street,

is
a
unique
aspect
of
San
Francisco
because
it
remains
a
predominantly
Latino
commercial

district
made
up
of
local
small,
mom-‐and-‐pop
businesses
that
create
the
feeling
of

supportive
family
as
opposed
to
an
anonymous
neighborhood.
Residents
and
business

owners
support
each
other
and
uphold
a
great
amount
of
pride
for
their
Latino
history
and

heritage
in
the
Mission
District;
nowhere
else
in
San
Francisco
is
there
a
larger
population

of
Latinos
or
a
larger
community
of
Latino
businesses.

The
growing
threat
of
rising
rents
and
gentrification
throughout
the
Mission
District
has

raised
concern
among
residents
and
business
owners
alike.
Legacy
businesses
that
have

flourished
for
many
decades
are
becoming
labeled
as
unprofitable
and
outdated,
as

younger,
more
affluent
residents
move
into
the
Mission.
These
establishments,
bursting

62

with
decades
of
Latino
cultural
and
social
history,
are
what
make
the
Mission
District
and

24
th

Street
a
valuable
asset
to
the
city
of
San
Francisco.
Conservation
of
legacy
businesses

within
the
Mission
District
is
becoming
an
important
topic
in
preservation
and

conservation
efforts
in
the
Bay
Area.
The
loss
of
these
businesses
may
provoke
the

dispersion
of
the
Latino
community
and
diminish
the
Latino
aspects
of
San
Francisco

culture
and
history
by
depleting
the
neighborhood
of
its
strong
sense
of
community,
its

strong
ties
to
Latino
culture
and
history,
and
the
collective
memory
that
has
sustained

these
entities
for
many
decades.

The
survival
and
continuation
of
the
Mission
District’s
Latino
population
and
history

depend
greatly
on
the
survival
and
continuation
of
those
establishments
that
have
made

great
contributions
to
the
bettering
of
the
lives
of
Latino
citizens
throughout
history.
The

Mission
District
provides
an
opportunity
for
outside
visitors
and
residents
of
greater
San

Francisco
to
learn
about
Latino
history
and
heritage
within
the
city,
California,
and
the

United
States;
without
this
opportunity,
the
history
of
Latinos
in
the
Mission
District
may

never
be
fully
understood
or
experienced
by
future
generations.

Modern
Times
Bookstore
is
one
of
the
many
businesses
that
have
become
increasingly

aware
of
the
economic
and
redevelopment
changes
occurring
throughout
the
city
and
in

certain
parts
of
the
Mission
District.
Established
in
1971
on
17
th

Street
and
moved
to
24
th

Street
in
1980,
Modern
Times
Bookstore
has
no
direct
relationship
with
Latino
culture
and

heritage.
However,
since
1980,
the
establishment
has
become
fully
participatory
and

integrated
with
the
Latino
community
on
24
th

Street,
making
certain
changes
to

63

accommodate
the
Spanish-‐speaking
population
in
ways
that
allowed
them
to
feel

comfortable
in
their
transition
to
an
American
way
of
life.
Although
the
life
of
Modern

Times
Bookstore
is
not
as
old
as
other
legacy
establishments
along
24
th

Street,
the
business

is
still
feeling
the
pressure
of
gentrification.
The
bookstore’s
website
recognizes
the

changing
dynamics
of
economics,
society,
culture,
and
politics
throughout
the
Mission

District:

The
Latino
community
in
the
Mission
is
under
threat
from
gentrification,
but

remains
the
dominant
demographic
group-‐and
cultural
heart-‐of
the
neighborhood.

When
Modern
Times
moved
into
the
neighborhood,
the
local
Spanish-‐language

bookstores
dealt
primarily
in
fotonovelas,
astrology
and
Bibles.
We
developed
the

city’s
first
broad
selection
of
Spanish-‐language
literature
and
non-‐fiction,
in
effect
a

mini-‐bookstore
within
the
bookstore…With
the
advent
of
the
chains
and
the

consequent
threat
to
independent
booksellers,
we
came
to
realize
that
maintaining

a
strong
and
viable
independent
bookstore
was
in
many
ways
the
most
politically

effective
thing
we
could
do.
70

It
is
not
just
Latino
businesses
that
are
feeling
the
pressure
brought
about
by
gentrification,

but
rather
all
businesses
throughout
the
Mission
District.

The
decline
of
legacy
businesses

affects
neighborhoods
on
a
grand
scale
by
maintaining
the
small,
local
business

atmosphere
while
catering
to
a
very
different
clientele—one
that
is
more
affluent.

For
the
past
ten
years,
Latino
residents
and
businesses
owners
throughout
the
Mission
and

along
24
th

Street
voiced
their
concerns
about
the
changes
occurring
with
the
hope
that

others
would
take
note
and
help
them
to
protect
this
precious
cultural
community.
A

number
of
blogs,
news
articles,
and
media
outlets
have
been
increasingly
covered
stories
as

gentrification
has
accelerated.
One
blogger,
Julia
C.
Wong,
describes
her
concerns
about
the

changes
taking
place
in
the
Mission,

70

Modern
Times
Bookstore
website,
“History,”
Accessed
May
9,
2014.

64

The
working-‐class
Latinos
waiting
at
the
same
bus
stops
for
public
transportation

are
the
old
San
Francisco,
creators
of
the
old
culture
that’s
being
forced
out.
71

Wong’s
thoughts
on
the
overarching
issues
related
to
the
expansion
of
technology

companies
and
gentrification
in
the
Mission
District
are
representative
of
others
who
live

and
work
in
or
frequently
visit
the
Mission.
There
is
a
growing
concern
that
the
separation

between
newcomers
and
the
existing
population
will
further
push
the
Latino
community

into
decline
and
will
result
in
a
complete
or
almost
complete
loss
of
the
Latino
population,

history,
and
culture.

Although
the
loss
of
Latino
heritage
in
the
Mission
District
will
be
detrimental
to
the

inherent
cultural
value
of
the
area
and
of
the
city
as
a
whole,
this
loss
will
have
even

greater
economic
consequences
for
those
who
want
to
remain
living
and
working
in
the

Mission.
Wong
also
comments
on
the
media
coverage
of
the
issue
of
gentrification
and
the

threat
of
losing
culture,

Focusing
on
culture
distracts
from
the
material
realities
being
faced
by
working-‐
class
San
Franciscans,
many
of
whom
are
people
of
color.
By
romanticizing
the

aesthetic
output
of
San
Francisco’s
immigrant
communities,
the
media
ignores
their

humanity,
their
agency
and
the
actual
harm
being
done
to
them.
The
culture
is
the

product
of
the
people,
but
those
people
are
not
being
heard.
72

Conserving
the
Latino
culture
in
the
Mission
District
is
important
to
the
greater
efforts
of

heritage
conservation,
which
works
to
sustain
strong
community
ties
to
a
place’s
history

and
culture
in
order
to
maintain
a
diverse
atmosphere.
However,
without
the
people
to

carry
on
the
legacy
of
their
heritage
and
culture,
it
is
difficult
for
it
to
be
maintained.
The

71

Wong,
“What
the
Media
Gets
Wrong
About
San
Francisco’s
Gentrification
Battles,”
2014.

72

Ibid.

65

ramifications
of
losing
the
Latino
population
in
the
Mission
District
through
gentrification

goes
beyond
losing
culture
to
losing
a
sense
of
identity
and
diversity
in
San
Francisco.

Local,
State,
Nationwide,
and
International
Efforts
to
Conserve
Legacy
Businesses

Japantown
Cultural
Heritage
and
Economic
Sustainability
Strategy

The
city
of
San
Francisco,
in
conjunction
with
a
committee
named
the
“Japantown

Organizing
Committee,”
produced
the
Japantown
Cultural
Heritage
and
Economic

Sustainability
Strategy
(JCHESS).
This
document,
finalized
in
July
of
2013,
focuses
on

identifying
significant
cultural
buildings,
traditions,
and
commercial
and
residential

resources
that
define
Japantown’s
unique
history
and
cultural
heritage.
The
purpose
of
this

study
was
to
have
an
in-‐depth
discussion
of
how
to
preserve
and
promote
the
cultural

heritage
of
Japantown
and
to
offer
recommendations
for
different
preservation
tools,

strategies
and
methodologies
to
utilize
when
doing
so.
The
vision
and
goal
of
this
document

is
to
help
Japantown
“thrive
as
a
culturally
rich,
authentic,
and
economically
vibrant

neighborhood,
which
will
serve
as
the
heart
of
the
Japanese
and
Japanese
American

communities
for
generations
to
come.”
73

This
city
effort
to
promote
awareness
of
culture

and
heritage
for
a
specific
neighborhood
through
the
preservation
and
conservation
of
its

legacy
as
an
ethnic
community
is
expected
to
be
the
first
of
many
to
come.
74

The
study
identifies
seven
areas
of
concern:
people,
land,
buildings,
organizations
and

institutions,
businesses,
cultural
activities
and
events,
and
the
public
realm.
Each
of
these

73

City
of
San
Francisco,
“Japantown
Cultural
Heritage
and
Economic
Sustainability
Strategy,”
July
2013,
page

vi.

74

For
a
complete
copy
of
the
Japantown
Cultural
Heritage
and
Economic
Sustainability
Strategy,
visit

http://www.sf-‐planning.org/index.aspx?page=1692

66

concerns
is
elaborated
upon
to
identify
specific
traditions,
activities,
buildings,
resources,

sites,
and
other
culturally
and
historically
important
entities
that
contribute
to
Japantown’s

uniqueness.
These
seven
concerns
were
developed
after
intense
study
of
the
relationship

between
the
community
and
the
Japanese-‐American
culture
that
has
prevailed
for
many

decades.
This
combined
effort
between
the
San
Francisco
Planning
Department
and
the

Japantown
community
produced
an
inventory
of
entities
that
comprise
the
comprehensive

cultural
identity
of
the
community.
75

These
entities
were
then
discussed
as
part
of
a
series

of
recommendations
that
addressed
the
relevance
of
the
preservation
and
conservation
as

significant
aspects
of
Japantown.

Although
this
document
is
not
the
final
answer
to
the
conservation
of
Japantown’s
identity,

it
is
a
significant
beginning.
The
utilization
of
the
JCHESS,
in
conjunction
with
other

conservation
tools
and
organizations,
will
advance
the
efforts
to
sustain
Japantown’s

unique
cultural
identity
and
community.
This
innovative
collaborative
production
is

something
that
will
affect
not
only
the
conservation
of
Japantown
in
the
face
of
great

changes
in
San
Francisco,
but
also
will
act
as
a
model
for
other
cities
working
to
sustain

heritage
conservation
in
the
wake
of
gentrification.

Los
Angeles

The
Los
Angeles
Conservancy
is
the
largest
conservation
organization
in
Los
Angeles.
It
has

taken
on
a
prominent
advocacy
role
in
the
awareness
and
promotion
of
the
preservation
of

important
Latino
heritage
and
historic
sites.
On
May
31,
2014,
the
Conservancy
held
a

75

City
of
San
Francisco,
“Japantown
Cultural
Heritage
and
Economic
Sustainability
Strategy,”
July
2013.

67

workshop
called
“Regeneración:
The
Next
Step
in
Preserving
Latina/o
Historic
Places
and

Culture.”
The
purpose
of
this
workshop
was
to
create
an
in-‐depth
discussion
among
Latino

residents,
preservation-‐minded
professionals,
and
others
interested
in
the
conservation
of

significant
Latino
historic
and
cultural
sites
in
the
low-‐income
areas
of
Los
Angeles
such
as

Boyle
Heights
and
the
unincorporated
area
of
East
Los
Angeles,
which
have
experienced

rising
levels
of
gentrification
and
displacement
similar
to
the
Mission
District.
Building
on

San
Francisco
Heritage’s
Legacy
Project,
the
Conservancy
wanted
to
get
feedback
from
the

community
about
which
sites
were
important
and
what
people
felt
would
be
the
best

methods
or
ideas
for
bringing
about
understanding
and
awareness
of
these
sites.

This
discussion
was
just
an
early
step
on
a
long
road
to
the
conservation
of
Latino
historic

cultural
and
heritage
sites
in
Los
Angeles.
In
an
article
titled
“’Este
Lugar
es
Importante’:

Embracing
Diverse
Perspectives
on
Significance,”
written
for
the
National
Trust
for
Historic

Preservation’s
Forum
Journal,
Karina
Muniz
and
Anthea
Hartig
describe
the
need
to
create

a
platform
upon
which
to
produce
and
develop
deeper,
richer
ethnic
histories
and
promote

culture
through
preservation
and
conservation
in
Los
Angeles,

With
its
historically
and
currently
extraordinarily
diverse
population,
in
Los
Angeles

the
relevance
and
future
of
historic
preservation
depends
on
recognizing
the

validity
of
multiple
perspectives
and
associated
places.
Struggles
over
space
and

who
has
the
right
to
it
have
been
ongoing
since
the
Tongva
were
the
Los
Angeles

Basin’s
only
inhabitants…Within
this
landscape,
the
production
of
multiple

historical
narratives
has
been
limited
by
unequal
access
to
the
mans
for
developing

and
sharing
them.
This
inherent
inequity
is
reflected
in
the
built
environment
and

what
has
been
deemed
worthy
of
preservation:
Of
the
more
than
900
Historic-‐
Cultural
Monuments
designated
by
the
City
of
Los
Angeles
since
1962,
less
than
10

percent
relate
to
people
of
color,
women,
and
Native
American
tribes.
However,
the

tide
has
been
turning
in
recent
years,
with
many
local
and
national
organizations

68

recognizing
the
need
to
reassess
their
policies
and
priorities
to
ensure
sustainability,

inclusivity,
and
relevancy
in
the
years
ahead.
76

The
Los
Angeles
Conservancy’s
workshop
and
discussion
promoted
the
growing
idea
that

the
histories
and
cultures
of
often
under-‐represented
populations
need
to
be
recognized

and
their
significant
sites
need
to
be
conserved
for
generations
to
come.

American
Latino
Theme
Study

The
National
Park
System
Advisory
Board
(NPSAB)
recently
produced
a
theme
study
for

the
National
Park
Service
titled
American
Latinos
and
the
Making
of
the
United
States:
A

Theme
Study.
Comprised
of
a
collection
of
essays
describing
and
explaining
areas
of
Latino

history
in
the
United
States.
The
study
will
“increase
opportunities
for
the
public
to
learn

about
the
role
of
American
Latinos
in
the
development
of
the
nation.”
77

Creating
awareness

of
Latino
experiences
in
the
United
States
throughout
history
is
important
because
it
can

help
to
identify
and
evaluate
those
places
and
the
events
or
people
associated
with
them

that
are
pertinent
to
this
aspect
of
history.
Currently,
American
Latino
historic
places
are

underrepresented
in
local,
state
and
national
designation
and
recognition
programs.
78

This

theme
study
is
a
significant
step
in
the
process
of
beginning
to
identify,
evaluate
and

designate
places
associated
with
American
Latino
history
and
experiences.
79

76

Hartig
and
Muniz,
“’Este
Lugar
es
Importante,’”
National
Trust
for
Historic
Preservation
Forum
Journal,

Spring
2010,
page
41-‐42.

77

National
Park
Service,
“The
Making
of
the
United
States:
American
Latino
Theme
Study.”

http://www.nps.gov/history/crdi/latinotheme3.html

78

Ibid.

79

For
more
information
about
the
American
Latino
Theme
Study
and
to
read
the
various
essays
included
in

this
resource,
please
visit:
http://www.nps.gov/heritageinitiatives/latino/latinothemestudy/index.htm

69

With
regard
to
heritage
conservation,
this
study
will
help
promote
awareness
of
the

importance
of
American
Latino
history
and
will
act
as
a
supporting
scholarly
resource
for

individuals
and
organizations
working
toward
conserving
Latino
history
within
the
realm

of
legacy
businesses
in
the
Mission
District.
Much
of
Latino
history
in
this
neighborhood
is

sustained
through
its
businesses,
long-‐time
residents
and
spaces
filled
with
public
art.
This

theme
study
will
help
further
the
understanding
of
these
historically
representative

entities
by
placing
them
in
a
broader
context.
Producing
such
a
resource
for
American

Latino
history
and
experiences
can
help
with
efforts
to
conserve
Latino
legacy
businesses

in
the
Mission
District
by
providing
a
greater
context
within
which
these
businesses
and

their
significance
can
be
placed.
The
American
Latino
Theme
Study
will
help
efforts
in
the

Mission
District
as
well
as
efforts
in
other
cities
and
neighborhoods
throughout
the
country

to
recognize
and
conserve
important
places
of
Latino
history,
heritage
and
culture
for
a

greater
understanding
of
the
roles
Latinos
play
in
the
past,
present
and
future
of
the
United

States.

Buenos
Aires

Buenos
Aires
is
another
city
that
has
begun
an
initiative
to
protect
businesses
that
have

rightly
gained
historical
and
heritage
significance.
In
1998,
the
city
established
an
official

process
for
designating
“bars,
cafes,
billiard
halls
and
confectionaries
whose
antiquity,

architecture
or
historical
significance
make
them
worthy
of
note
and
of
preservation

efforts.”
80

This
initiative,
named
“Bares
Notables,”
grants
cafes
and
eateries
designation

status
that
recognizes
their
historical
significance
as
heritage
businesses
and
provides

80

Cusumano,
“Buenos
Aires
Spotlights
Its
Cafes,”
New
York
Times,
July
9,
2009.

70

these
establishments
with
subsidies
from
the
government
to
ensure
their
conservation.
81

The
purpose
of
this
type
of
designation
in
Buenos
Aires
is
to
not
only
keep
culture
and

history
alive,
but
also
to
attract
heritage
tourism,
which
has
substantially
boosted
the

economy.
82

An
article
in
The
Argentina
Independent
by
Rachel
Hall
describes
“Bares

Notables”
list,

These
are
the
54
Buenos
Aires
bars
which
have
been
enshrined
by
the
government

as
‘bares
notables.’
They
are
so
defined
according
to
a
number
of
criteria:
unusual

architectural
features,
because
they
occupy
a
special
place
in
the
neighbourhood’s

hearts
and
minds
or
most
importantly
because
they
have
a
sense
of
history
about

them,
with
square
wooden
tables
which
have
been
graced
by
some
of
Argentina’s

greatest
historical
figures…The
cultural
contribution
made
by
the
54
extends
to
all

aspects
of
Buenos
Aires’
colourful
society.
83

This
list
included
spots
that
were
named
as
important
landmarks
to
the
neighborhood
and

community;
places
that
hold
significant
historical
and
cultural
value
and
that
still
support

the
local
community
in
the
same
manner
as
they
did
when
they
were
first
established.
Most

of
the
cafes
included
in
“Bares
Notables”
were
established
in
the
first
half
of
the
twentieth

century
and
retain
original
features
that
identify
them
as
unique
communal
spaces
in
a
city

with
an
ever-‐changing
landscape,
including
recipes
for
unique,
distinctive
dishes
and

beverages
that
are
often
the
reasons
why
people
keep
going
back.
84

Despite
the
differences

and
variations
in
food
choices
and
atmosphere
offered
within
each
business,
each

establishment
has
a
strong
connection
to
Buenos
Aires’
past,
creating
a
sturdy
atmosphere

of
cultural
and
historical
awareness
among
both
its
frequenters
and
one-‐time
visitors.
85

81

Hall,
“The
Buenos
Aires
54,”
The
Argentina
Independent,
January
11,
2010.

82

Cusumano,
“Buenos
Aires
Spotlights
Its
Cafes,”
New
York
Times,
July
9,
2009.

83

Hall,
“The
Buenos
Aires
54,”
The
Argentina
Independent,
January
11,
2010.
A
complete
list
of
Bares
Notables

establishments
can
be
found
at:
http://www.turismo.buenosaires.gob.ar/es/article/bares-‐notables

84

Since
2009,
the
list
has
expanded
to
include
73
establishments
as
of
2013.
“San
Francisco’s
Legacy
Bars
&

Restaurants,”
Heritage
News,
Spring
2013,
page
7.

85

Cusumano,
“Buenos
Aires
Spotlights
Its
Cafes,”
New
York
Times,
July
9,
2009.

71

The
efforts
of
Buenos
Aires
reflect,
on
an
international
scale,
the
importance
of
maintaining

a
conservation
attitude
toward
heritage
and
culture.
Legacy
businesses
such
as
those

identified
and
listed
in
the
“Bares
Notables”
initiative
maintain
a
distinguished
sense
of

awareness
that
teaches
both
locals
and
visitors
about
the
culture
and
history
of
the
area;

teaching
opportunities
that
widen
the
collective
knowledge
and
appreciation
of
culture
and

heritage
that
exist
in
the
smallest
niches
of
the
smallest
communities
in
some
of
the
largest

cities
in
the
world.
“Bares
Notables”
is
overseen
by
the
City
of
Buenos
Aires
and
not
only

offers
designation
status
for
those
establishments
that
are
deemed
worthy
and
important,

but
also
provides
grants
for
preservation
projects,
which
allow
these
establishments
to

continue
their
legacies.
86

England

England
is
often
praised
for
the
number
and
quality
of
pubs
that
attract
tourists,
support

the
local
communities
that
surround
them,
and
offer
historical
insights
into
these
dignified

establishments.
However,
growing
concern
has
sparked
over
the
decades
about
the

“dwindling
numbers
of
uncompromised
historic
pubs.”

87

in
the
early
1990s,
England’s

Campaign
for
Real
Ale
(CAMRA)
began
the
Pub
Heritage
Group,
which
is
made
up
of

CAMRA
members
that
are
truly
passionate
about
the
protection
and
promotion
of
historic

pub
interiors.
This
effort
to
maintain
and
promote
pub
heritage
came
about
as
a
result
of

staggeringly
high
volumes
of
historic
pub
interiors
that
were
being
dramatically
altered

and
changed
to
attract
more
or
new
clientele.
This
dramatic
alteration
of
interiors
has

86

“San
Francisco’s
Legacy
Bars
&
Restaurants,”
Heritage
News,
Spring
2013.

87

Ibid,
page
7.

72

caused
a
huge
disconnect
from
the
history
that
the
exterior
of
the
pub
represents
and
its

interior,
which
is
the
space
where
the
exterior
history
is
often
sustained.

The
Pub
Heritage
Group
recognizes
and
works
to
maintain
both
national
and
regional

inventories
of
historic
pub
interiors
throughout
the
country.
The
purpose
of
the
inventories

is
to
help
conserve
historic
interiors
that
represent
the
period
in
which
the
establishment

was
founded
or
built.
The
various
pubs
that
are
included
in
both
the
regional
and
national

inventories
are
subdivided
into
types,
which
define
the
era(s)
in
which
each
pub
was
built

or
established.
These
typologies
provide
insight
into
architectural
trends,
social
patterns

and
events,
and
other
aspects
of
history
that
occurred
within
each
era
as
they
relate
to
each

pub
itself.
These
fall
into
three
categories:

Pubs
whose
interiors
have
remained
wholly
or
largely
intact
since
before
1945
or,
in

some
exceptional
cases,
before
1970;
interiors
which,
though
altered
to
an
extent,

retain
exceptional
rooms
or
features
which
are
of
national
historic
importance;
or

outstanding
pub-‐type
rooms
in
establishments
like
hotels
or
station
buffets.
88

The
regional
inventory
of
historic
pub
interiors
includes
spaces
that
retain
historic
or

architectural
significance
despite
the
great
amount
of
alterations
or
changes
made
to

them.
89

From
these
two
inventories,
a
number
of
brochures
and
guides
have
been

developed
and
published
to
help
locals
and
visitors
learn
more
about
pub
heritage
and

history
in
various
cities
and
neighborhoods
throughout
the
country.

CAMRA
and
the
Pub
Heritage
Group
view
the
protection
and
conservation
of
historic
pub

interiors
as
a
successful
business
strategy.
The
Pub
Heritage
Group
describes
this
business

strategy,

88

“What
are
historic
pub
interiors?”
The
Campaign
for
Real
Ale—Pub
Heritage
Website,
Accessed
June
10,

2014.

89

Ibid.

73

Pubs
with
historic
interiors
have
something
special
to
capitalise
upon.
They
can
play

to
the
popular
idea
that
the
traditional
pub
is
a
much
loved
and
unique
British

institution.
They
can
also
play
to
the
fact
that
a
sizeable
proportion
of
actual
and

would-‐be
pub
goers
are
only
too
happy
to
avoid
youth-‐centered
establishments.
90

Pub
Heritage
Group
and
CAMRA
understand
what
historic
pub
interiors
(and,
to
a
certain

extent,
exteriors)
can
do
for
business
profit.
Visitors
and
locals
desire
to
have
a
unique
pub

experience
that
is
different
from
the
experience
of
pubs
that
have
a
very
modern
and
chic

lacquer
to
them.
Historic
pub
interiors
not
only
offer
a
unique
experience
but
also
offer

something
very
valuable
to
collective
knowledge—history.
The
history
maintained
in

historic
pub
interiors
exemplify
different
times
in
history
that
explain
the
social
and

cultural
importance
of
why
pubs
were
established,
what
their
purpose
was,
and
why
it
is

important
to
never
forget
the
stories
that
accompany
each
pub.

The
Campaign
for
Real
Ale
and
the
Pub
Heritage
Group’s
effort
to
identify
and
protect

historic
pub
interiors
can
relate
back
to
San
Francisco’s
Legacy
Business
project.
Both

efforts
understand
the
importance
of
identifying,
creating
awareness
of,
and
conserving

culturally
significant
businesses
not
only
for
their
value
to
the
local
community
and/or

tourism
but
also
for
their
historical
value;
for
the
stories
they
tell
about
a
time
that
was

much
different
from
today
and
the
people
who
made
these
places
important
gathering

spaces
for
the
community.
San
Francisco
Heritage,
Buenos
Aires
and
the
Pub
Heritage

Group
are
all
working
to
maintain
a
strong
sense
of
cultural
identity
through
the
historic

fabric
of
the
cities
they
are
working
in.
Their
efforts
to
conserve
and
protect
cultural

identity
and
historical
significance
exemplified
through
local
establishments
are
important

90

Historic
pub
interiors
can
make
business
sense,”
The
Campaign
for
Real
Ale—Pub
Heritage
Website,

Accessed
June
10,
2014.
http://www.heritagepubs.org.uk/home/pubheritagegroup.asp

74

methods
to
continue
the
legacy
of
culture
and
heritage
for
future
generations
to
experience

and
learn
from.

Previous
Efforts
to
Conserve
Legacy
Businesses
in
the
Mission
District

The
issue
of
legacy
businesses
and
gentrification
in
San
Francisco’s
Mission
District
is
a

current
issue
that
is
becoming
more
concerning
among
residents,
business
owners,

preservation
organizations,
and
others
as
they
begin
to
realize
that
the
loss
of
historically

significant
legacy
businesses
could
mean
the
demise
of
the
Latino
culture
and
history
of
the

Mission
District.
The
City
of
San
Francisco
in
collaboration
with
a
number
of
local
heritage

and
preservation
organizations
are
working
to
create
awareness
of
the
struggle
between

these
resources
and
gentrification
and
to
produce
programs
to
protect
legacy
businesses
in

the
face
of
dramatic
change.
The
intention
is
not
to
produce
a
negative
attitude
toward
new

development
or
new
businesses,
but
rather
to
create
a
sense
of
harmony
between
the
new

and
old
that
will
recognize
the
importance
of
retaining
legacy
business
while
allowing
a

new
community
to
arise.
91

The
following
efforts
are
currently
being
made
to
preserve
and

conserve
legacy
businesses
in
San
Francisco’s
Mission
District.
Other
cities
facing
this
same

issue
and
their
efforts
will
also
be
examined.

San
Francisco
Heritage

Founded
in
1971,
San
Francisco
Heritage
is
a
nonprofit
membership
organization
that

“aims
to
help
manage
change
over
time,
advocating
for
smart
growth
through
the

91

Scott,
“The
Continuing
Evolution
of
24
th

Street,”
San
Francisco
Weekly,
March
6,
2013.
Accessed
June
16,

2014.
http://www.sfweekly.com/2013-‐03-‐06/news/the-‐continuing-‐evolution-‐of-‐24th-‐street/

75

protection
and
reuse
of
historic
structures
and
landscapes.”
92

The
organization’s
intent
is

to
not
only
advocate
for
the
preservation
of
the
city’s
historic
resources
but
to
also
vie
for
a

harmonious
relationship
between
San
Francisco’s
past,
present
and
future.
SF
Heritage

produces
a
number
of
programs
and
workshops
that
delve
into
the
importance
of

preservation
in
an
ever-‐changing
city
where
economic
growth
is
sometimes
sudden
and

quick.
In
regard
to
the
cultural
heritage
issues
of
the
Mission
District,
SF
Heritage
has
two

important
programs
to
help
sustain
the
legacy
of
the
Mission
as
a
repository
of
Latino

culture.

The
first
project
developed
by
SF
Heritage
is
called
the
“Legacy
Bars
and
Restaurants”

project.
93

Modeled
after
the
Buenos
Aires
project
“Bares
Notables,”
this
project
is
focused

on
protecting
the
viability
legacy
establishments
that
are
significant
to
the
cultural

diversity
and
history
of
the
city
and
on
indentifying
specific
commercial
establishments

that
have
thrived
in
the
city
for
forty
or
more
years.
94

In
the
wake
of
rising
rental
prices

and
property
values
and
the
overarching
sprawl
of
gentrification,
it
has
become

increasingly
important
to
identify
such
establishments
so
that
awareness
can
be
made
of

their
significance
to
the
city’s
diversity
and
greater
efforts
can
be
made
to
ensure
their

legacies
live
on.
SF
Heritage’s
quarterly
membership
newsletter
describes
this
project
as,
“a

new
educational
initiative
that
invites
users
to
explore
the
history
of
some
of
San

Francisco’s
most
legendary
eateries,
watering
holes,
dives,
and
haunts.”
95

The
project
has

been
presented
as
a
publicly
accessible
online
guide
to
the
locations,
hours
of
operation,

92

San
Francisco
Heritage
Website,
“About.”
Accessed
June
5,
2014.
http://www.sfheritage.org/about/

93

The
Legacy
Bars
and
Restaurants
project
is
also
referred
to
as
the
“Legacy
Business”
project.

94

“Bares
Notables”
will
be
examined
later
in
this
chapter.

95

San
Francisco’s
Legacy
Bars
and
Restaurants,”
Heritage
News,
Spring
2013,
page
6.

76

and
brief
histories
of
these
legacy
establishments
throughout
the
city.
The
project
includes

a
number
of
Mission
District
resources
that
retain
historic
integrity
and
cultural

importance
to
the
history
of
the
community.
(See
Figure
3.2)

Figure
3.2:
Screenshot
by
Author
of
San
Francisco
Heritage
Legacy
Bars
and
Restaurant
Project
overview

with
emphasis
on
Mission
District
legacy
bars
and
restaurants.

This
project
comes
at
a
pivotal
time
in
conservation
history
for
the
city
and
specifically
the

Mission
District.
Long-‐time
residents
are
beginning
to
take
note
of
the
cultural,
as
well
as

financial,
value
of
protecting
these
establishments
that
have
served
their
local,
mostly

ethnic
communities
for
many
decades.

San
Francisco
has
come
to
be
known
and
treasured
as
one
of
the
most
culturally
diverse

cities
in
the
country.
It
is
filled
with
various
ethnic
niches
that
have
produced
and
continue

to
sustain
their
own
successful
local
economies
through
promotion
of
cultural
traditions

and
establishments.
SF
Heritage’s
legacy
project
has
come
to
realize
the
importance
of

77

creating
awareness
of
these
establishments
within
cultural
communities
not
only
for
the

historical
value
they
bring
to
the
city
but
also
for
the
value
they
hold
as
educational

opportunities
for
future
generations.
96

The
reason
behind
San
Francisco
Heritage
choosing

to
focus
on
bars
and
restaurants
is
described,

One
of
the
primary
reasons
for
featuring
bars
and
restaurants
in
this
initiative
is

because
so
much
of
the
history
of
San
Francisco
can
be
uncovered
through
these

establishments.
The
city
is
known
for
having
a
thriving
food
and
cocktail
scene,
both

historically
and
today,
which
makes
the
bar
and
restaurant
industry
a
compelling

case
study
for
understanding
the
challenges
facing
longtime
establishments,
as
well

as
their
inherent
cultural
and
economic
value.
In
many
ways,
San
Francisco
is
a
city

of
close-‐knit
neighborhoods,
and
these
businesses
play
a
crucial
role
in
creating
and

anchoring
neighborhood
identity.
Preserving
legacy
businesses
is
an
important

means
of
sustaining
neighborhood
heritage
and
a
certain
quality
of
life.
As
we’ve

seen
through
this
project,
San
Francisco’s
bars
and
restaurants
represent
the
city’s

vast
cultural
diversity,
from
longtime
taquerías
to
iconic
cocktail
lounges
to
beloved

espresso
houses,
and
this
living
history
has
an
important
role
to
play
in
the
city’s

future.
97

The
Legacy
Bars
and
Restaurants
initiative
represents
a
significant
step
in
the
conservation

world
as
an
innovative
tool
for
further
identifying
and
caring
for
cultural
resources
that
are

significant
and
pertinent
to
the
understanding
of
history.
The
ultimate
goal
of
this
project
is

to,
“not
only
celebrate
the
history
and
flavor
of
these
vital
businesses,
but
also
to
broaden

traditional
notions
of
what
is
significant
in
the
city’s
fabric
and
to
devise
solutions
for

cultural
preservation
that
acknowledge
competing
social
priorities.”
98

San
Francisco

Heritage
will
continue
to
add
legacy
establishments
to
this
list
so
that
visitors
and
residents

alike
can
indulge
in
the
diversity
of
the
city
and
city
officials
and
preservation

organizations
can
pursue
a
collaborative
attitude
toward
city
planning
that
includes
and

96

Currently,
there
are
seven
legacy
establishments
in
the
Mission
District
that
are
listed
on
SF
Heritage’s

project
site,
although
more
will
continue
to
be
added
as
historical
information
becomes
obtainable
and
as

more
members
of
the
community
speak
up
about
sites
they
feel
are
important
and
should
be
listed.

97

Laura
Dominguez,
original
manager
of
“Legacy
Bars
and
Restaurants”
project,
July
2014
interview.

98

San
Francisco’s
Legacy
Bars
and
Restaurants,”
Heritage
News,
Spring
2013,
page
7.

78

retains
the
historical
establishments
that
contribute
to
the
cultural
diversity
of
the
city.
The

Mission
District
has
received
recognition
for
its
significant
legacy
businesses
that
have

been
conserved
over
the
years
and
continue
to
display
Latino
pride
and
history.

The
second
project
that
San
Francisco
Heritage
has
developed
to
promote
the
conservation

of
the
city’s
legacy
businesses
is
a
self-‐guided
walking
tour
of
24
th

Street
called
“Calle
24:

Cuentos
del
Barrio
(24
th

Street:
Stories
of
the
District).”
The
guide
was
created
in

collaboration
with
the
San
Francisco
Latino
Historical
Society
in
2013
in
the
offices
of

Acción
Latina,
located
in
the
original
building
where
El
Tecolote
newspaper,
a
significant

bilingual
newspaper
in
the
Mission
District,
was
founded
on
24
th

Street
in
the
Mission.
A

group
of
local
high
school
and
college
students
were
offered
the
opportunity
to
participate

in
workshops
that
promoted
urban
history
and
taught
how
to
conduct
oral
histories.
99

Students
used
the
methods
and
practices
taught
in
workshops
to
conduct
interviews
with

legacy
business
owners
of
24
th

Street
to
gather
information
about
their
past,
their
legacies,

and
why
their
establishments
are
important.
The
stories
and
histories
gathered
through

these
interviews
were
organized
and
summarized
to
produce
the
Calle
24
tour
guide.
(See

Figures
3.3-‐3.4)
The
booklet
is
intended
to
take
visitors
on
a
trip
through
history,
pointing

out
businesses
and
spaces
that
have
great
historical
significance
to
the
development
of
24
th

Street
as
a
Latino
cultural
corridor.
This
tour
not
only
teaches
about
Latino
history
on
24
th

Street
but
also
provides
insight
into
why
they
are
important
and
why
they
deserve
to

survive.

99

Dr.
Carlos
Cordova
of
San
Francisco
State
University
provided
the
training
in
oral
history
methodology
and

practice.

79

Figure
3.3:
Cover
of
“Calle
24
Cuentos
del
Barrio”
Walking
Tour
Guide
created
by
San
Francisco
Heritage.

Screenshot
by
Author.

80

Figure
3.4:
Tour
Map
of
Cuentos
del
Barrio
walking
tour.
Screenshot
by
Author.

Calle
24
Latino
Cultural
District

Another
recent
effort
to
further
the
conservation
of
the
Latino
culture
represented
by

legacy
businesses
is
the
designation
of
24
th

Street
in
the
Mission
District
as
the
“Calle
24

Latino
Cultural
District.”
This
designation
was
the
production
of
collaborative
efforts

between
the
San
Francisco
Latino
Historical
Society,
Calle
24
SF
(the
local
neighbors
and

merchants
association),
San
Francisco
Heritage,
the
Mayor’s
Office
of
Economic
and

Workforce
Development,
and
Supervisor
David
Campos.
Spanning
from
Potrero
Avenue
at

81

the
east
end
to
Mission
Street
at
the
west
end
(See
Figure
2.10),
the
24
th

Street
designation

now
recognizes
this
area
as
the
epicenter
for
Latino
activism,
culture,
arts,
and
commerce

in
San
Francisco
that
began
in
the
1940s
and
has
continued
through
today.
100

As
the
heart

of
the
Mission
District,
the
corridor
represents
significant
moments
in
Latino
history
that

define
their
success
and
that
contribute
to
the
strength
of
the
culture
and
traditions
of
the

community.
101

An
article
written
by
Marisa
Lagos
for
the
SF
Gate
describes
the
process
of

designating
this
corridor,

Longtime
neighbors
want
to
put
a
halt
to
those
dramatic
changes
and
make
sure
the

area’s
cultural,
architectural
and
artistic
history
is
maintained.
…they
are
working

with
Supervisor
David
Campos
to
designate
the
area
around
the
24
th

Street

commercial
corridor
the
Calle
24
Latino
Cultural
District
in
hopes
of
preserving
the

area’s
flavor
and
history.

The
designation
of
24
th

Street
as
a
Latino
cultural
district
has
come
at
a
pivotal
time
in

heritage
conservation,
when
cityscapes
and
their
underlying
cultural
histories
are
changing

at
a
rapid
pace
in
the
face
of
rising
rents,
growing
property
values,
and
gentrification.
The

designation
of
24
th

Street
proves
to
be
an
innovative
and
constructive
tool
that
not
only

contributes
to
the
understanding
of
the
area
as
a
historically
Latino
corridor,
but
also
acts

as
an
advocate
for
future
conservation
efforts
of
significant
resources.
San
Francisco

Heritage
writes
describes
the
purpose
of
the
designation:

The
purpose
of
the
designation
is
to
stabilize
the
displacement
of
Latino
businesses

and
residents,
preserve
Calle
24
as
the
center
of
Latino
culture
and
commerce,

enhance
the
unique
nature
of
Calle
24
as
a
special
place
for
San
Francisco’s

residents
and
tourists,
and
ensure
that
the
City
of
San
Francisco
and
interested

stakeholders
have
an
opportunity
to
work
collaboratively
on
a
community
planning

100

San
Francisco
Heritage
Website,
“Calle
24
Latino
Cultural
District.”
Accessed
June
16,
2014.

http://www.sfheritage.org/calle-‐24-‐latino-‐cultural-‐district/

101

Lagos,
“A
mission
for
the
Mission,”
SF
Gate,
April
22,
2014.

82

process,
which
may
result
in
the
Designation
of
a
Special
Use
District
or
other

amendment
to
the
Planning
code.
102

The
resolution
notes
significant
points
throughout
history
that
further
support
the

designation
of
24
th

Street
as
an
important
Latino
cultural
corridor.
103

As
of
May
19,
2014,

the
City
of
San
Francisco,
in
collaboration
with
local
preservation
organizations
and
the

Mission
District
community,
has
successfully
built
a
stable
foundation
upon
which
future

efforts
to
conserve
significant
historically
Latino
resources
will
grow.
This
resolution
will

set
the
precedent
for
future
similar
efforts
that
work
to
sustain
local
history,
diversity
and

culture,
and
a
sense
of
community
that
can
be
shared
with
others.
The
designation
of
the

Calle
24
Latino
Cultural
District
is
expected
to
lead
to
a
Special
Use
District
or
other

amendment
to
the
San
Francisco
Planning
code
that
will
“stabilize
Latino
businesses
and

residents
threatened
with
displacement…”
104

San
Francisco
Latino
Historic
Context
Statement

The
San
Francisco
Latino
Historic
Context
Statement
titled
“Nuestra
Historia:
Documenting

the
Chicano,
Latino,
and
Indígena
Contribution
to
the
Development
of
San
Francisco”
is

another
strong
effort
made
by
the
city
to
further
the
conservation
of
Latino
culture
and

legacy
businesses
in
San
Francisco.
This
effort,
funded
by
the
City
of
San
Francisco’s

Historic
Preservation
Fund,
is
a
citywide
effort
that
will
work
towards
documenting
Latino

102

San
Francisco
Heritage
Website,
“Calle
24
Latino
Cultural
District.”;
The
designation
resolution
for
the

Calle
24
Latino
Cultural
District
significantly
drew
upon
the
“Calle
24:
Cuentos
del
Barrio”
Self-‐Guided

Walking
Tour
that
SF
Heritage
and
the
San
Francisco
Latino
Historical
Society
produced
to
create
awareness

of
the
significance
of
24
th

Street
as
a
Latino
cultural
corridor.
The
information
gathered
for
the
production
of

the
walking
tour
(information
that
was
obtained
at
a
local
level
by
students
and
youth
conducting
oral

histories)
was
used
as
a
foundation
for
the
development
of
the
designation
resolution
of
24
th

Street.

103

For
more
information
and
to
review
the
complete
Resolution,
please
see

http://www.sfbos.org/ftp/uploadedfiles/bdsupvrs/committees/materials/LU051914_140421.pdf

104

San
Francisco
Heritage
Website,
“Advocacy
Alert:
Calle
24
Latino
Cultural
District,”
Accessed
June
16,
2014.

http://www.sfheritage.org

83

history
“as
it
pertains
to
the
physical
and
cultural
landscape
of
San
Francisco
and
will
offer

recommendations
on
how
best
to
preserve
and
maintain
architectural,
cultural,
and

historical
resources
important
to
Latino
communities.”
105

This
historic
context
statement

will
be
a
collaborative
effort
between
San
Francisco
Heritage,
San
Francisco
Latino

Historical
Society,
the
Latino
community
throughout
the
city,
a
Latino
Community
Advisory

Board,
and
a
team
of
scholars.
It
will
document
and
detail
the
history
and
experiences
of

Latinos
as
they
settled
in
San
Francisco.
Although
this
historic
context
statement
will
focus

on
the
broader
context
in
Latinos
in
the
city
of
San
Francisco,
it
is
a
crucial
tool
that
can
and

will
be
used
to
further
preservation
efforts
in
the
Mission
District
as
more
and
more
legacy

businesses
succumb
to
the
changing
dynamics
of
the
neighborhood
caused
by
rising
rents

and
the
influx
of
new
migrants
from
the
Silicon
Valley.

Conclusion

The
effects
of
gentrification
on
legacy
businesses
are
being
felt
not
only
in
San
Francisco

but
throughout
the
world.
San
Francisco’s
Mission
District
is
one
of
the
many

neighborhoods
throughout
the
world
that
is
working
hard
to
protect
its
reputation
as
a

Latino
cultural
corridor.
In
the
wake
of
financial,
social,
and
structural
changes
that
are

leaving
behind
little
or
no
remnants
of
the
Latino
history
and
culture,
these
legacy

businesses
are
becoming
more
vital
to
the
future
of
the
Mission
District
as
a
Latino
corridor.

Other
places
such
as
Los
Angeles,
England,
and
Buenos
Aires
are
also
working
to
maintain
a

strong
sense
of
history
and
culture
in
ethnically
diverse
communities
through
the

105

San
Francisco
Heritage
Website,
“Latino
Heritage,”
Accessed
June
2,
2014.

http://www.sfheritage.org/social-‐heritage/latino-‐heritage/;
for
more
information
on
the
San
Francisco

Historic
Preservation
Fund
Committee,
visit
http://sfgsa.org/index.aspx?page=676

84

conservation
of
legacy
businesses.
These
businesses
and
the
significance
they
possess

contribute
to
the
diversity
of
a
place
and
expose
great
narratives
and
accounts
of
the
area’s

history,
of
the
people
who
contributed
to
the
growth
and
prominence
of
the
area
as
a

cultural
niche,
and
of
the
events
that
strengthened
the
ties
between
people
and
place.

These
places
are
becoming
the
focus
of
conservation
efforts
throughout
the
world
and
are

being
recognized
not
only
for
their
contribution
to
diversity
but
also
for
their
prominence

as
locally
supportive
establishments
and
as
places
that
become
vital
parts
of
collective

memory.
They
become
the
“go-‐to”
spots
that
are
a
home
away
from
home
for
the
locals
and

retain
strong
levels
of
social
significance
that
tell
stories
of
the
relationships
and
bonds
that

are
formed
between
people
and
place.
Although
they
vary
in
their
overall
purpose
and

focus,
the
projects,
programs
and
efforts
taking
place
in
the
Mission
District
and

throughout
the
world
are
all
working
to
contribute
to
the
conservation
of
cultures
and

histories
that
have
developed
within
and
have
been
sustained
by
legacy
businesses.

85

Chapter
4:
Recommendations
for
Conserving
Legacy
Businesses

In
the
previous
chapters
of
this
thesis,
legacy
businesses
have
been
identified
as
crucial

aspects
of
local
culture
and
as
important
vessels
through
which
cultural
identity
is
formed

and
sustained
within
a
community.
The
Mission
District
community
maintains
strong

connections
to
legacy
businesses
that
identify
with
the
Latino
heritage
that
has
been

secured
in
the
neighborhood
for
a
long
time.
This
thesis
will
examine
two
specific
legacy

businesses
in
the
Mission
District
that
are
significant
to
Latino
culture
in
the
neighborhood

and
will
provide
recommendations
for
the
conservation
of
these
businesses
based
on

precedents
discussed
in
the
previous
chapter.

Case
Study
3.1:
El
Tecolote
(Acción
Latina)

After
California’s
Gold
Rush,
English
became
the
most
prominent
language
in
San
Francisco.

It
became
increasingly
difficult
for
Latinos
to
stay
informed
about
issues
both
in
the
United

States
and
abroad
due
to
the
prevalence
of
the
English
language
in
every
day
life
and
in

such
entities
as
newspapers.
A
number
of
newspapers
developed
in
the
mid-‐1900s
as
a

way
for
the
Spanish-‐speaking
community
to
keep
up
with
political,
economic,
and
social

issues
both
at
home
and
abroad.
106

In
1970,
El
Tecolote
newspaper
was
established
on
24
th

Street
and
became
an
important
mode
of
communication
and
advocacy
among
the
local

Spanish-‐speaking
community.
Initiated
as
a
class
project
among
a
group
of
Raza
Studies

students
at
San
Francisco
State
University
in
1970
that
fittingly
named
themselves
Acción

106

Spanish
newspapers
in
San
Francisco
were
a
prominent
form
of
communication
and
of
receiving
local
and

global
news
among
the
Spanish-‐speaking
community
in
the
pre-‐Gold
Rush
era.
The
first
newspaper
that
was

published
by
Americans
in
California
was
titled
the
Californian.
This
newspaper
was
printed
in
Monterey
in

1846
and
was
written
in
half
English
and
half
Spanish.
However,
after
the
onset
of
the
Gold
Rush,
English

publications
outnumbered
Spanish
newspapers.
However,
a
number
of
Spanish
newspapers
developed
after

the
Gold
Rush
that
provided
news
to
Spanish-‐speakers
in
the
Mission
District
and
in
greater
San
Francisco.

These
newspapers
include:
El
Bohemio
News,
El
Observador,
El
Mensajero
and
El
Tecolote.

86

Latina,
the
purpose
of
El
Tecolote
was
to
try
to
bring
the
Latino
population
into
the
practice

and
business
of
journalism.
107

The
result
of
this
effort,
El
Tecolote,
was
a
bilingual

newspaper
that
provided
journalism
job
opportunities,
a
forum
to
publicly
discuss
issues

important
to
the
Latino
population,
and
to
promote
advocacy
of
Latino
culture
and
life
in

the
Mission
District.
El
Tecolote’s
website
describes,
“The
newspaper
has
played
an

important
advocacy
role
in
the
community,
taking
up
vital
community
issues
often
ignored

by
the
mainstream
news
media.”
108

El
Tecolote’s
website
reminisces
about
two
significant

stories
covered
by
the
newspaper:

El
Tecolote
has
also
played
an
important
role
in
promoting
the
talents
of
Mission

district
artists.
The
Arts
&
Culture
pages
were
often
the
first
to
cover
local
artists

who
are
now
nationally
recognized.
In
1971
the
newspaper
interviewed
with
Jose

Santana,
the
proud
father
of
the
talented
up-‐and-‐coming
guitarist,
Carlos
Santana.
El

Tecolote
first
covered

internationally
renowned
Latin
jazz
percussionist
John

Santos
when
he
was
arrested
as
a
teenager
in
San
Francisco’s
Dolores
Park
for

playing
his
conga
drum
too
loudly.
109

El
Tecolote
brought
about
a
significant
change
in
the
Latino
community
and
in
greater
San

Francisco.
It
became
an
important
mode
of
communication
for
the
Latino
population
to

speak
out
about
issues
of
discrimination
or
racism
that
they
were
facing,
to
discuss
political,

economic,
and
social
issues
within
their
home
countries
as
well
as
the
United
States,
and
to

present
themselves
in
a
positive
light,
encouraging
the
community
to
be
proud
of
their

heritage
and
to
encourage
artistic
and
cultural
development
of
the
community
in
the

broader
context
of
the
city.
(See
Figures
4.1-‐4.2)

107

Acción
Latina
formed
as
a
non-‐profit
organization
that
promotes
Latino
participation
in
the
arts,
media,

and
civic
engagement.
Founded
before
the
establishment
of
El
Tecolote
newspaper
but
not
incorporated
until

1987,
Acción
Latina
works
to
promote,
engage,
education,
and
support
the
Latino
community
in
the
Mission

District
so
that
they
may
have
ample
opportunities
to
better
their
lives
and
express
pride
in
their
heritage.

Acción
Latina
website,
“Our
Mission.”
Accessed
May
9,
2014.

108

El
Tecolote
Newspaper
website,
“About.”
Accessed
May
5,
2014.

109

Ibid.

87

Figure
4.1:
Accion
Latina/El
Tecolote
Newspaper.
Photo
by
Author.

Figure
4.2:
Accion
Latina/El
Tecolote
Newspaper.
Photo
by
Author.

88

Today,
the
newspaper
continues
to
operate
and
provides
news
to
the
local
community

about
local
issues
and
the
greater
aspects
of
Latino
life
in
the
Mission
District.
El
Tecolote

still
retains
its
prominence
as
a
way
for
Latinos
to
enter
into
this
profession,
providing

guidance
and
experiences
that
Latino
journalists
utilize
as
they
make
their
way
into
the

bigger
world
of
national
and
international
journalism.

El
Tecolote’s
legacy
contributes
to
the
Latino
history
and
cultural
fabric
that
makes
up
the

Mission
District.
Although
it
is
a
fairly
young
legacy
business,
it’s
existence
along
24
th

Street

helps
to
tell
the
story
of
Latinos
in
San
Francisco.
This
legacy
business
has
become
an

important
depiction
of
the
struggles
Latinos
endured
throughout
their
presence
in
the
City

and
other
areas
of
the
United
States
as
told
through
news
articles.
This
newspaper,
along

with
others
that
developed
in
the
wake
of
growing
racial
and
ethnic
discrimination
in
the

United
States,
covered
the
protests
and
movements
that
made
Latinos
an
important
focal

point
of
social
movements.
In
light
of
the
shift
in
commercial
culture
throughout
the

Mission
District,
El
Tecolote
has
been
identified
as
a
significant
legacy
business
by
San

Francisco
Heritage
and
Calle
24
and
should
continue
to
be
recognized
as
an
important

establishment
that
needs
to
be
conserved.
As
rent
prices
and
property
values
continue
to

rise,
it
will
become
increasingly
more
difficult
for
culturally
significant
legacy
businesses
to

maintain
themselves
without
financial
assistance
or
a
specific
type
of
city
planning
that

allows
these
businesses
to
continue
to
thrive
and
represent
local
culture
within
a
new,

younger,
more
affluent
community.
If
El
Tecolote
reaches
a
pinnacle
in
which
it
is
no
longer

able
to
afford
to
keep
its
doors
open,
it
may
be
forced
to
either
find
a
new,
cheaper
location

89

or
close
its
doors
after
44
years
of
being
a
part
of
the
24
th

Street
and
Mission
District

Community.

Case
Study
3.2:
Galería
de
la
Raza

The
Galería
de
la
Raza
is
a
non-‐profit
organization
that
sparks
awareness
and
appreciation

of
Latino
art
and
artists
throughout
the
Mission
District
community.
The
organization
was

founded
in
1970
by
a
group
of
local
artists:
Rupert
García,
Peter
Rodríguez,
Francisco
X.

Camplis,
Graciela
Carrillo,
Jerry
Concha,
Gustavo
Ramos
Rivera,
Carlos
Loarca,
Manuel

Villamor,
Robert
González,
Luis
Cervantes,
Chuy
Campusano,
Rolando
Castellón,
Ralph

Maradiaga,
René
Yañez,
and
Peter
Rodríguez,
all
of
whom
have
made
significant

contributions
to
the
growth
and
prominence
of
Latino
art.
The
organization
offers

opportunities
to
engage
in
artistic
practices
and
programs
to
the
surrounding
community.

The
Galería’s
mission
statement
reads,

…the
Galería
is
a
non-‐profit
community-‐based
arts
organization
whose
mission
is
to

foster
public
awareness
and
appreciation
of
Chicano/Latino
art
and
serve
as
a

laboratory
where
artists
can
both
explore
contemporary
issues
in
art,
culture
and

civic
society,
and
advance
intercultural
dialogue.
To
implement
our
mission,
the

Galería
supports
Latino
artists
in
the
visual,
literary,
media
and
performing
art
fields

whose
works
explore
new
aesthetic
possibilities
for
socially
committed
art.
110

This
24
th

Street
organization
has,
throughout
the
years,
allowed
Latino
artists
to
become

important
voices,
representatives,
and
storytellers
of
Latino
culture,
heritage,
and
the

struggles
they
have
endured
throughout
their
history
in
the
United
States.
It
is
considered

to
be
one
of
the
most
successful
Latino
organizations
in
the
United
States
because
of
its

contemporary
and
cutting-‐edge
facilities
and
programs
that
push
for
the
greater

acknowledgement,
appreciation,
and
practice
of
Latino
artists.
Artists
who
work
with
the

110

Galeria
de
la
Raza
website,
“About.”
Accessed
May
9,
2014.

90

organization
are
given
the
opportunity
to,
through
artistic
means,
produce
works
that

express
ideas
and
explanations
of
Latino
experiences
as
an
ethnic
group
in
the
United

States
and
can
represent
such
concepts
as
“community
memory,
popular
culture,
ceremony,

and
family
and
social
activism;”
concepts
that
are
significant
to
the
Latino
experience

throughout
history
and
into
the
present.
111

(See
Figure
4.3)

Figure
4.3:
Galería
de
la
Raza.
Photo
by
Author.

The
organization
played
a
part
in
the
Chicano
civil
rights
movement
in
the
1970s,
when

Latinos/Chicanos
pushed
for
better
treatment
and
enhancement
of
their
everyday
lives.

Galería
de
la
Raza
played
an
important
role
as
one
of
the
venues
where
the
Chicano/Latino

community
in
the
Mission
District
gathered
together
to
fight
for
social
equality
and
justice

111

Ibid.

91

by
displaying
exhibitions
and
providing
community
art
programs
that
not
only
allowed

artists
to
artistically
voice
their
and
the
community’s
concerns
but
also
engaged
the

community
in
the
arts;
an
engagement
that
made
the
community
and
others
outside
of
the

community
more
aware
and
more
appreciative
of
Latino
art
and
the
social
statements
they

made
through
their
art.
112

This
organization
has
become
an
“internationally
recognized

Latino
art
gallery”
that
continues
to
support
Latino
art
and
artists’
strong
desire
to
create

greater
awareness
of
social
issues
that
Latinos
have
faced
and
continue
to
face.

Galería
de
la
Raza
has
also
played
a
significant
role
in
the
production
of
public
art
spaces

such
as
murals
throughout
24
th

Street.
When
it
was
founded,
the
organization
created
a

community
mural
program,
the
first
in
the
United
States.
The
intention
of
this
mural

program
was
to
allow
artists
to
create
pieces
and
works
outside
of
the
gallery,
on
bigger

platforms
that
could
speak
messages
on
a
larger
scale
to
the
community
and
to
all
others

who
traveled
along
24
th

Street.
The
development
of
a
mural
program
and
of
subsequent

mural
programs
that
continue
today
brought
new
talents
to
the
organization
and
greater

implementation
of
the
arts
throughout
the
community
that
have
become
an
integral
part
of

the
beauty
and
landscape
of
the
neighborhood.
The
mural
programs
have
since
sparked
a

number
of
other
mural
programs
and
movements
throughout
the
Mission
District.
(See

Figures
4.4-‐4.7)

Since
its
foundation,
Galería
de
la
Raza
has
evolved
into
a
highly
supportive
establishment

that
opens
up
exhibits
depicting
Latino
stories,
histories,
and
art.
For
many
decades,
their

112

Ibid.

92

purpose
has
been
to
create
a
supportive
platform
upon
which
Latino
artists
can
create

awareness
of
social
and
cultural
issues
that
the
Latino
community—local
and
abroad—
have
faced
and
continue
to
face
as
well
as
portray
the
pride
that
the
Latino
community

takes
in
their
heritage
and
history.
The
Galería
has
become
a
locally
and
nationally

recognized
organization
for
the
awareness
of
Latino
heritage
and
continues
to
act
as
a

binding
element
for
the
community
in
the
Mission
District.
It
is
a
socially
and
culturally

important
institution
that
acts
as
a
gathering
space
for
the
community
and
its
resident
and

visiting
artists
to
teach
about
Latino
experiences
in
the
Mission
District,
in
San
Francisco,
in

California,
the
United
States
and
abroad.

Figure
4.4:
“La
Llorona”
Mural
on
24
th

Street.
Photo
by
Author.

93

Figure
4.5:
Mural
on
St.
Peter’s
Basilica
on
24
th

Street.
Photo
by
Author.

94

Figure
4.6:
Mural
on
St.
Peter’s
Basilica
on
24
th

Street.
Photo
by
Author.

95

Figure
4.7:
Modern
Times
Bookstore
Mural.
Photo
by
Author.

96

Having
had
such
a
great
impact
on
the
Latino
art
culture
within
the
Mission
District,
Galería

de
la
Raza
is
a
significant
establishment
that
should
be
incorporated
into
the
changing

culture
of
the
Mission
District
rather
than
lost
at
the
hands
of
gentrification.
However,
just

as
El
Tecolote
is
beginning
to
face
a
changing
economy
that
includes
higher
rents
that

coincide
with
a
higher
cost
of
living,
so
too
is
the
Galería
de
la
Raza
beginning
to
come
in

contact
with
the
same
environment
of
growing
rental
prices
and
property
values.
If
faced

with
a
significant
increase
in
rent
or
lease,
the
gallery
may
also
be
forced
to
make
a

decision
of
whether
to
keep
its
doors
open
and
cope
with
the
increase
in
rent
or
to
close
its

doors
and
possibly
find
a
new
location,
if
any
are
available.

Recommendations

Moving
forward,
it
would
be
beneficial
to
develop
a
strong
financial
and
social
relationship

between
legacy
businesses
and
new
businesses.
Given
the
precedents
that
other

neighborhoods
and
cities
have
set
for
preservation
and
conservation
of
legacy
businesses,

it
would
be
a
best
scenario
to
develop
a
strong
connection
between
Galería
de
la
Raza
and

El
Tecolote
to
the
new
culture
being
introduced
to
the
Mission
District.
This
can
be
done

through
a
cultural
heritage
and
economic
sustainability
effort
such
as
the
JCHESS
strategy,

which
is
a
plan
to
preserve
the
culture
and
heritage
of
Japantown
in
the
wake
of
new

development
interests.
The
Mission
District
is
changing
at
a
rapid
pace
and
it
is
important

to
recognize
the
need
for
the
historically
Latino
community
and
new
businesses
and

residents
to
unite
and
work
with
each
other.
A
cultural
heritage
and
economic

sustainability
strategy
could
blend
new
businesses
into
the
community
in
a
sustainable
and

respectful
way
so
that
both
new
businesses
and
legacy
businesses
are
given
ample

97

opportunity
to
succeed
and
flourish
in
the
community.
Developing
a
strategy
similar
to

JCHESS
in
the
Mission
District
would
help
to
alleviate
the
worries
and
concerns
about

losing
culturally
significant
establishments
by
offering
an
opportunity
for
legacy
businesses

and
new
businesses
to
form
a
strong
supportive
relationship
in
which
they
feed
off
of
each

other
and
support
one
another.
A
strategy
like
this
would
recognize
the
economic

importance
of
new
businesses
while
highlighting
the
cultural
and
social
importance
of

legacy
businesses.
This
strategy
will
mesh
the
new
with
the
old
and
will
create
an

economically
diverse
community
while
maintaining
the
strong
Latino
connections
to
the

past.

Along
with
a
detailed
planning
strategy
that
blends
the
legacy
businesses
and
new

businesses
to
create
a
culturally
profound
yet
up-‐to-‐date
commercial
scene,
another

recommendation
for
maintaining
legacy
businesses
can
include
the
implementation
of

financial
incentives,
such
as
those
provided
by
Buenos
Aires
within
the
Bares
Notables

program.
Providing
financial
incentives
for
maintaining
the
actual
businesses
such
as

property
tax
or
rent
reductions
or
through
creating
a
commercial
rent
assistance
program

for
cultural
resources
can
help
to
offset
the
increasing
costs
of
rent
and
property
values

that
are
proving
to
be
non
feasible
for
legacy
businesses
that
have
been
in
existence
for

many
decades.
These
will
recognize
the
changing
economics
of
the
neighborhood
and
the

city
and
will
offer
significant
incentives
for
cultural
establishments
to
be
maintained
and

secured
that
help
to
strengthen
and
sustain
cultural
identity,
tourism,
and
diversity
within

the
city.

98

Conclusion

Legacy
businesses
are
not
just
entities
within
the
United
States,
but
rather
are
located
in

many
places
throughout
the
world.
As
the
global
economy
continues
to
change
and

experience
increases
in
cost
of
living
per
capita,
legacy
businesses
that
have
sustained

themselves
for
decades
or
centuries
will
begin
to
experience
financial
hardships
brought

about
by
increases
in
rent,
leases,
and
property
values.
This
chapter
has
discussed
various

state,
nation
and
worldwide
efforts
to
conserve
legacy
businesses
that
bring
strong
cultural

identities
to
neighborhoods
and
cities,
have
strong
ties
to
local
history,
offer
unique

experiences
to
those
who
are
visiting
and
become
second
homes
for
those
who
frequent

them.
This
chapter
has
also
analyzed
two
legacy
businesses
in
the
Mission
District
and

provided
recommendations
for
conserving
them
based
on
program
and
efforts
initiated
by

other
neighborhoods
and
cities
throughout
the
world.
To
date,
there
are
eleven
legacy
bars

and
restaurants
that
have
been
identified
in
the
Mission
District,
but
there
is
great
potential

for
many
more
businesses
to
be
identified.
The
legacy
businesses
that
have
been

acknowledged
by
various
institutions
as
contributors
of
culture
and
history
to
a
city
or

neighborhood
can
and
will
pave
the
way
for
more
businesses
to
be
identified
and

recognized
as
important
symbols
to
local
character.

99

Conclusion

This
thesis
has
demonstrated
the
need
for
heritage
awareness
and
conservation
in

neighborhoods
that
contain
underrepresented
but
significant
aspects
of
cultural
history.
As

these
communities
begin
to
be
challenged
by
the
introduction
of
new
development,

changing
demographics,
and
gentrification,
it
is
important
to
develop
a
plan
of
action
for

sustaining
cultural
identity
and
existence.
San
Francisco’s
Mission
District
is
one
of
the

many
cultural
neighborhoods
throughout
the
world
that
is
experiencing
drastic
changes
to

its
internal
systems
and
practices.
The
Latino
population
in
this
area
was
established

centuries
ago.
Over
time,
religion,
culture
and
a
profound
sense
of
community
have
played

a
role
for
those
settle
in
the
neighborhood.
This
largely
Latino
population
has
grown
and

continues
to
survive
today,
proudly
displaying
its
heritage
and
history
as
a
community
that

helped
the
city
grow.
The
stories
about
the
Mission
District’s
distinct
Latino
past
and

present
are
experienced
in
the
legacy
businesses
that
continue
to
proudly
exhibit
Latino

culture
and
heritage.

Legacy
businesses
in
the
Mission
District
can
be
thought
of
as
ordinary
places
with
an

extraordinary
ability
to
tell
stories
about
local
history,
about
the
community,
about
the

culture
that
has
prevailed
for
decades
and
about
the
profound
sense
of
unity
among
the

people
and
businesses.
The
future
of
legacy
businesses
in
the
Mission
District
will

determine
the
continuation
of
Latino
culture,
history
and
heritage
and,
therefore,
are

important
resources
that
should
be
conserved.

100

The
role
that
heritage
conservation
plays
in
the
protection
and
promotion
of
the
Latino

culture
in
the
Mission
District
is
one
that
works
to
protect
and
maintain
the
legacy
of

establishments
that
have
proudly
displayed
this
culture
and
history
so
that
future

generations
can
become
fully
engaged
in
the
emotions
and
experiences
that
define
this

neighborhood
as
Latino.
The
legacy
businesses
identified
as
case
studies
in
chapter
3

represent
only
a
small
percentage
of
the
many
establishments
in
the
Mission
District
that

are
significant
not
only
to
the
local
community
but
also
to
the
greater
context
of
the
City
of

San
Francisco.
Collectively,
these
establishments
paint
a
colorful
and
detailed
picture
of
the

Latino
culture
that
developed
in
San
Francisco
over
the
course
of
many
decades,
a
picture

that
tells
the
many
stories
of
the
struggles,
successes,
and
strength
of
the
Latino
community

as
it
worked
to
maintain
a
respectable
place
in
the
city.
Heritage
conservation
has
played

and
continues
to
play
a
role
in
the
recognition
and
protection
of
the
Latino
legacy
in
the

Mission
District
by
providing
tools
and
skills
needed
to
promote
awareness
and
unity

among
the
community.
Conservation-‐minded
organizations
as
well
as
the
City
of
San

Francisco
have
begun
various
efforts
to
protect
Latino
heritage,
specifically
in
the
Mission

District.

The
designation
of
the
Calle
24
Latino
Cultural
District
and
San
Francisco
Heritage’s
Legacy

Business
project
are
just
two
of
the
achievements
in
the
conservation
of
Latino
heritage.

Both
of
these
efforts
have
sustained
a
unified
attitude
concerned
with
the
protection
and

the
legacy
of
the
Latino
culture
in
the
Mission
District
and
both
efforts
are
significant

steppingstones
to
leading
an
enhanced
practice
of
heritage
conservation
in
San
Francisco.

The
designation
of
the
Calle
24
Latino
Cultural
District
is
an
important
first
step
in
the

101

protection
of
Latino
culture
and
history.
This
designation
is
beginning
to
pave
the
way
for

other
possibilities,
such
as
the
designation
of
a
Special
Use
District
that
will
allow
24
th

Street
in
the
Mission
District
to
stabilize
historic
Latino
businesses
as
well
as
residents
that

are
threatened
with
displacement.
This
amendment
to
the
City
of
San
Francisco’s
Planning

Code
will
mark
a
significant
act
to
protect
other
significant
cultural
resources
and/or

neighborhoods
that
are
also
being
threatened
with
displacement
by
gentrification.
113

Similarly,
San
Francisco
Heritage’s
Legacy
Business
project
is
also
acting
as
an
important

resource
for
the
recognition
of
future
cultural
institutions
that
need
to
be
conserved.
By

taking
an
inventory
of
the
city’s
entire
collection
of
legacy
businesses,
San
Francisco

Heritage
is
contributing
to
the
growth
of
a
conservation
atmosphere
that
upholds
and

protects
cultural
resources
that
reflect
social
and
historical
growth
of
heritage.
As
the
city’s

form
and
society
continue
to
change
and
adapt
to
new
technologies,
designs,
and

methodologies,
the
agendas
that
have
begun
in
San
Francisco
will
become
important

resources
for
ongoing
efforts
to
protect
culture
and
heritage.
These
efforts
to
promote

heritage
conservation
as
a
way
to
protect
culture
in
San
Francisco
have
created
a
platform

upon
which
other
institutions,
organizations,
and
communities
can
vocalize
their
views

about
the
importance
of
retaining
heritage
as
a
part
of
local
history.
This
platform
and
the

methodologies
and
tools
used
to
build
it
can
and
are
beginning
to
become
the
precedents

for
other
cities
and
neighborhoods
to
develop
a
keen
sense
of
pride
and
a
strong
attitude

for
protection.

113

San
Francisco
Heritage
Website,
“Advocacy
Alert:
Calle
24
Latino
Cultural
District,”
accessed
June
10,
2014.

http://www.sfheritage.org

102

As
more
efforts
to
conserve
Latino
heritage
throughout
San
Francisco
develop,
it
is

important
to
understand
the
benefits
of
retaining
cultural
establishments
such
as
legacy

businesses
that
depict
a
colorful
history
of
development
in
the
greater
context
of
a
large

city.
The
conservation
of
these
types
of
establishments
will
create
a
vibrant
historical

narrative
for
the
world
and
will
become
a
key
factor
in
the
city’s
ongoing
vitality.
This

thesis
has
explored
the
various
projects
and
programs
working
to
raise
awareness
about

the
conservation
of
Latino
heritage
in
the
Mission
District.
With
the
help
and
support
from

other
organizations,
concerned
individuals
and
the
Mission
District’s
community,
whether

or
not
of
Latino
descent,
these
efforts
will
ensure
the
survival
of
Latino
heritage
and
history.

The
issue
relating
to
the
protection
and
conservation
of
cultural
heritage
through
the

prevalence
of
such
entities
as
legacy
businesses
is
being
recognized
throughout
the
world.

Various
public
and
private
organizations
concerned
with
the
continuation
of
cultural

legacies
have
begun
similar
efforts
as
those
occurring
in
San
Francisco.
Buenos
Aires,

England,
and
Los
Angeles
are
a
few
of
the
places
world-‐wide
that
are
initiating
projects,

programs,
and
other
efforts
to
conserve
culture,
heritage,
and
history
through
local

resources
that
both
significantly
display
culture
and
tell
great
stories
of
history.
As

gentrification
expands
and
grows
globally,
the
future
of
legacy
businesses
and
other

historically
important
cultural
establishments
are
faced
with
the
possibility
of
financial

hardship,
loss
of
popularity
and
displacement.
It
is
important
for
government
entities
to

partner
with
community
activist
organizations
to
ensure
that
these
cultural
establishments

will
surpass
challenges
and
changes
so
that
local
histories
relating
to
the
prominence
and

growth
of
culture
in
the
greater
context
of
large
cities
will
not
disappear.

103

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