Santa Ana Gentrifiers to Rename Former Fiesta Marketplace "East End Promenade"--HA!

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Hipsters, gentrifiers, and their enablers are so predictable in their schemes, it would be laughable if they weren't so pathetic. And one of their most-cherished steps is trying to rename an area to suite whatever promotional needs they may need, even if such names fly in the face of logic or history. Who can forget, for instance, the attempt by some residents of the Santiago Lofts in SanTana to rename the historic Logan barrio near them NoLo? Smarter heads prevailed, and the Logan barrio remains until the city's long-promised Station District gets built.

Much more successful are the Brave New Urbanists currently driving out every last vestige of downtown SanTana's Mexican reality. Now, they have a hard-on for Fourth Street, long the commercial and cultural heart of Latino OC, anchored by a collection of businesses known as the Fiesta Marketplace. Not anymore.

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The Fiesta is over...

Andrew Galvin at the Orange County Register reported on Friday on how the owners of most of the buildings there, Irv (father) and Ryan (son) Chase, have now decided to drop the Fiesta Marketplace name and rebrand the one-block area the "East End." Ryan told Galvin that the signs advertising the Fiesta Marketplace would come down soon--and it was fast, as the above shot was sent to us yesterday morning.

Man, in the name of douche-y hipster renaming attempts, like trying to call the areas of Silver Lake and Echo Park the Eastside of Los Angeles, calling this slice of SanTana the "East End" stands as perhaps the douchiest of them all. East, exactly, of what? Putting such a lofty direction in your name gives the impression the area is part of a vast urban landscape--but this so-called East End is east of nothing. The entirety of the newly hip downtown SanTana--from the Crosby on Broadway to Eibar Coffee on French--spans exactly five streets, which encompasses only a couple of blocks, if that. It's just more of the Gloria Swanson-esque madness that afflicts SanTana's city fathers and their hipster sycophants so.

In one way, however, this East End appellation is appropriate given its shared destiny with perhaps the most prominent East End, that of London. London's East End was historically the dumping point for the city's immigrants, who flustered the city fathers with their ethnic ways. It's now undergoing its own gentrification efforts in time for the 2012 Summer Olympics, and you know we're in trouble when we try to ape the Brits on ANYTHING...
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30 comments
youre ridic
youre ridic

the REAL funny thing is that the same "gentrifiers" that are "doing away with" Fiesta Marketplace are the same ones who "created" Fiesta Marketplace ... "he giveth and now he taketh away" ... party's over kiddies... time for something new, quit your pointless tantrums and get the heck over it.

As a side note: Those sings have been down for more than a couple months now...........

Jack
Jack

GA, you sit in the comfort of your ivory tower, gazing down and complaining about the plight of people whom you don't even know. You have nothing in common with these people you claim to champion (except the color brown), but you have everything in common with the people you villify. You are the very definition of a hypocrite.

Jack
Jack

People get robbed in that awful place at night! If you ask me it could use some gentrification. Stop whining about every stupid little thing Gustavo. I knew you were the author as soon as I saw the headline; you're so damn predictable it's funny.

Box
Box

I'm struck by the short view taken here. My father grew up in Santa Ana, and so did I. I remember when downtown Santa Ana was actually the heart of town. And I watched as white residents slowly stopped shopping there. And I watched as it turned from what it was into something completely different, with a foreign language on most signs and then, a new name and sign: "Fiesta Marketplace." What struck me about your article is that it seems to complain about THIS change but not about THAT change. The true historical heritage of this area is true diversity, not an overwhelming Latino presence and identity. How can you embrace one change and not the other? I watched my town turn into something that became LESS welcoming of me, a native born and raised here, and more welcoming of people that came later. I have no problem with Santa Ana's large Latino population, but let's not pretend that Santa Ana has always been what it is now... or that it shouldn't be free to becoming something else, which it most assuredly will. But calling it gentrification and to lament a "taking back" as wrong seems too ethnocentric and, frankly, not fair-minded. Personally, I prefer its "hipster" identity to the identity I hear many of my peers associate with this area and Santa Ana at large: A place that is entirely poor, Hispanic and unfriendly to and unsafe for non-Latinos. It's a false identity, of course, but one that has negatively affected our fair city for many decades. I like the change and feel that it welcomes me back to the area where my mom used to drag me around in my stroller. It's my town, too, and now once again.

Ashbox
Ashbox

I'm struck by the short view taken here. My father grew up in Santa Ana, and so did I. I remember when downtown Santa Ana was actually the heart of town. And I watched as white residents slowly stopped shopping there. And I watched as it turned from what it was into something completely different, with a foreign language on most signs and then, a new name and sign: "Fiesta Marketplace." What struck me about your article is that it seems to complain about THIS change but not about THAT change. The true historical heritage of this area is true diversity, not an overwhelming Latino presence and identity. How can you embrace one change and not the other? I watched my town turn into something that became LESS welcoming of me, a native born and raised here, and more welcoming of people that came later. I have no problem with Santa Ana's large Latino population, but let's not pretend that Santa Ana has always been what it is... or that it should be free to becoming something else, which it most assuredly will. But calling it gentrification and to lament a "taking back" as wrong seems too ethnocentric and, frankly, not fair-minded.

Guest
Guest

Gustavo, why are you so affraid of change? It is inevitable. Things change. Embrace it. Because there isn't anything you can do about it.

Longbeachloser
Longbeachloser

Who cares? Call it the Empire State Building. It's not going to change the make up.

Hopefully along with the foolish name change they dump some money into to make it even better for the people who hang out there. Something tells me that there is no name that would get the Irvineites to visit Fourth street.

Fred Johnson
Fred Johnson

 My uncle who was born and raised in Santa Ana told me that Santa Ana used to be a real nice place to live until Mexican's invaded it. As a boy him and his sister could walk to the movie theatre alone at night and never ever worrying about something bad happening to them. Try and do that now. Downtown is a cesspool.

Ihateusc
Ihateusc

lol... when you see "fiesta" in any sentence, what kind of picture do you see in your head?.. thats right, paco with a six pack passed out drunk next to his car in the front yard that is on cinder blocks bc he's too broke to buy tires, right ese?

cook
cook

End of an era, over the past few years the “Mexican” has moved away from jobless Santa Ana / Orange County leaving a big hole.With the loss of tens of thousands of people and the dollars they use to spend in that area of downtown, the property owners with their personal wealth invested needed to act.The vacuum recreated by so many “Mexicans” leaving Santa Ana in the past few years reminds me of the same vacuum recreated by so many whites leaving.

mitch young
mitch young

"London's East End was historically the dumping point for the city's immigrants, who flustered the city fathers with their ethnic ways."

Actually it was historical the realm of cockney English people. Only with the turn of last century did 'immigrants' enter in any numbers -- remember, England and London has a long, long recorded history. Of course those white English (an ethnic group in its own right) working class folks still give the cosmopolitan elites fits -- East London dockers were strong supporters of the prescient Enoch Powell.

http://www.youtube.com/watch?v...

Chiva 4 desayuno
Chiva 4 desayuno

So when Raza move in (largely without immigration papers), displacing former residents with gangs, graffiti, drugs, and crime, it's called "a neighborhood becoming more diverse".  But when white people move in, it's gentrification?

mitch young
mitch young

"Why Santa Ana Natives Fear the Hipsters"

Hey, isn't that 'nativism'?

No Soy Racista
No Soy Racista

GA... you are the Managing Editor, are you not? Do you even proof-read your own propaganda? When you said "...trying to rename an area to suite whatever promotional needs...", I think you meant suit, right?

Chiva 4 desayuno
Chiva 4 desayuno

Getting so a homey can't even score chiva in hizown hood!  Damn whitey, damn you!

Jd Opnedi
Jd Opnedi

There is new money coming to town; don’t blame them for trying to capitalize.  

Ego
Ego

bring back la quatro!

junior
junior

"East, exactly, of what?"

East end of Calle Cuatro Downtown?

gustavoarellano
gustavoarellano

As I've stated many times before, I don't mind natural change, as what happened in the past (although let's not romanticize the segregated past of downtown, either). What is disturbing here is how the city is explicitly championing outsiders to come in and change the face of downtown SanTana—social engineering at its worst.

gustavoarellano
gustavoarellano

What your uncle didn't tell you is that the Mexicans in those days had to watch films on the top floor, so not only was he a liar, but a pendejo racist, to boot. Seems like the apple didn't fall far from the tree!

gustavoarellano
gustavoarellano

Chiva aka Chavez: Stick to one pseudonym—no sock puppetry allowed, or we deport your dumb ass back to Stormfront. You've been warned.

mitch young
mitch young

It's the corollary to Latino Lebensraum* , once a place goes Latino, it must stay Latino, like the old Brezhnev doctrine with Latinos=commies.

* Latino Lebensraum is the idea that Mexicans and 'Latin' Americans in general have the right to colonize anywhere in the US, often with heavy subsidies from the local taxpayer.

Jack
Jack

It's located around 500 E Fourth St

Dominic_guzman
Dominic_guzman

They want outsiders to come in and bring money. in order to do that, they need to clean it up and make it appealing to people that have money to spend. Like it or not, Down Town is not a safe place, it is not attractive to anyone but Hispanics and a larger portion of Santa Ana's hispanic population doesn't have money to spend. As a business owner what would you do? Let your investment rot?

mitch young
mitch young

Oh, please, the 'natural' change in California over the last 30 years has been heavily subsidized by American (particularly white) taxpayers and encouraged by La Raza/MEChista politicians. In Santa Ana Mexican families are so heavily subsidized that its school district recently stopped even trying to determine who is eligible for 'free' school breakfasts and lunches.

A group of property owners are trying to get together to give the area where they live and do business a better image. That is natural change, socially-oriented collective action in the best Burkean spirit.

Anon
Anon

Hysterical; you can't even see your own racism Gustavo. 

No Soy Racista
No Soy Racista

GA says that if you think Santa Ana isn't safe, you are a pendejo racist.

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