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I would also argue that branding is not the purview of city management, but of the businesses who invest in the area. Governments are notoriously bad at business, whereas those who make their livelilhood on the streets generally do abetter job; if they don't, they fail. Also, governments who try to influence commerce with anything other than taxes or incentives can greatly damage the status quo. I have personally invested substantially everything I've worked my whole life to build my businesses in Downtown Santa Ana, and I have built a brand along one block of Fourth Street. I shudder to think what the impact on my businesses would be if you step in to force a change in the flavor of downtown. Second, commercial reality: Wishing it will not make it so. Even if you rebrand it, I doubt you'll see the change you're hoping for. The Hispanic customers abandonned the Spanish speaking merchants along Fourth Street. The reasons for this are no doubt complex, and my understanding is no doubt incomplete, but it is gleaned from speaking to my neighbors along Fourth Street. They talk about salad days when Spanish speaking immigrants sought merchants who spoke their language, understood their tastes and culture and offered products from the home they'd been compelled to leave and missed. The merchants, who had a monopoly on this growing market, were not always fair with their pricing and were known to take advantage of their market power. When the likes of Target and Wal Mart wised up to the size and spending power of the Hispanic market, they began advertising in Spanish, hiring Spanish speaking clerks and carrying products that they believed would appeal to Hispanic customers. Given their purchasing power and their need to compete for these customers, these big box stores were able to undercut the pricing available on Fourth Street. Things got tough for the Fourth Street businesses. Even though their rents were in most cases unthinkably low by today's standards, they struggled to make money. Many failed. Many more languished. I am not aware of any that flourishes. Third, what are we trying to accomplish? Why are we considering changing the character of Fourth Street? Nostalgia? Or do we really want to make the city stronger, safer and commerically vibrant, and enhance the quality of life of our citizens? I understand that many miss the way things were along Fourth Street and I'm genuinely sorry at their loss, but things change naturally. They evolve. Just as the character of Fourth Street as it was a few generations ago gave way to a Hispanic commercial corridor, the Hispanic character of downtown is now giving way to something different. If I have anything to say about it, this new thing will be inclusive and welcoming to all. But it won't be distictly Hispanic any more than it will be distinctly whatever it is I am. I believe that the new Santa Ana can be stronger, safer, commercially vibrant and create opportunity for all of our citizens. As I mentioned above, with our new projects in the 4th Street Market, we now have 125 employees. A majority of our employees bear Hispanic surnames, and even more live in Santa Ana. All of our employees earn more than minimum wage, all have access to a 401(k) plan and most are eligible to participate in our group medical plan. All have the opportunity to learn and grow and flourish within our organization. A son of Mexican immigrants is the chef de cuisine at Playground 2.0 (recently named one of the top 100 restaurants in America). Another is a kitchen manager at Lunchbox by Playground. Another is assistant general manager of our 4th Street Market projects, and several are chefs at Playground. All of these earn a good salary, have the benefits I've mentioned, plus paid vacations and great futures. When was the last time you could say any of those things about any business on East Fourth Street? Jobs and economic opportunity are what I believe build strong cities. Nostalgia, however, does not. It's not just jobs that are created with the type of economic growth you're seeing along Fourth Street. You're also seeing opportunity for local entrepreneurs. Consider the story of Juan ( "Johhny ") Gonzalez, a young man from Santa Ana who has a passion for making hand - crafted soaps and related products. Before the opening of the 4th Street Market, he would spend his days making the soap and his nights at Farmer's Markets trying to sell them. Today Johnny has a section of Honor Roll, our specialty food store in the 4th Street Market, where we sell his exquisite soaps. We can't keep them in stock and Johnny's business is taking off. Leanne Herrera is seeing even greater success with her teas and