San Jose business district embraces a new identity

Have you been to the new East Village in San Jose? Maybe you have without realizing it. That’s the new branding for the East Santa Clara Street Business Association, which stretches along one of the city’s main arteries just east of downtown.

You might scoff at the New York-type styling of the name, but it’s a lot easier to mention in conversation with a single breath.

The rebranding effort has been slowly taking place since last year, but it got a boost of visibility this month with the addition of artwork near the high-traffic intersection of East Santa Clara and 10th streets. That’s where artist Lila Gemellos painted a streetscape mural showing the pathway to downtown and artist and designer Luis Luna, also known as Artes Luna, colorfully decorated two sidewalk barriers at the intersection — with the “East Village San Jose” name prominent on both.

Artist Lila Gemellos works on an East Village mural on the 10th Street-facing wall of Vegan Bistro and Cafe in San Jose on Sunday, June 9, 2024. (Sal Pizarro/Bay Area News Group)

A mural on a sidewalk barrier created by artist Luis Luna, also known as Artes Luna, shows the East Village branding of the East Santa Clara Street Business District in San Jose. (Sal Pizarro/Bay Area News Group)

A mural by artist Luis Luna, also known as Artes Luna, on a sidewalk barrier on East Santa Clara Street at 10th street in San Jose. (Sal Pizarro/Bay Area News Group)

A mural on a sidewalk barrier created by artist Luis Luna, also known as Artes Luna, on East Santa Clara Street at 10th street includes San Jose State University colors. (Sal Pizarro/Bay Area News Group)

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So what’s East Village San Jose have to offer? You might not realize it, but it’s one of the city’s best corridors for vegetarian and vegan options, with Punjab Cafe, Vegan Bistro and Cafe, Tofoo Com Chay and the Vegetarian House all in the district.

There are other eateries like Pho Passion, Last Round Tavern and Kali Noodles and Tea Bar, as well as retail shops like Needle to the Groove records, Neu2u Thrift Boutique, Flowers By Ivy, Spirit Bros. clothing store and Foto Express. It’s also home to the Roosevelt Community Center and Roosevelt Park, Our Lady of La Vang church and an iconic San Jose Wienerschnitzel drive-through.

All those places were there when the district had its old name, but it is catchy to say that’s all in East Village now.

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Now, the team is having a “Chomp & Seek” hockey puck scavenger hunt, with prizes available to people …read more

Source:: The Mercury News – Entertainment