Dulce Vida Travel’s mission is to promote Latino cultural tourism that emphasizes the uniqueness of a city that celebrates and honors cultura. Enjoy this travel reference guide, that highlights Latino themed artistic expressions, community celebration, and good eats, that often get overlooked by other travel guides.

El Pueblo de San José de Guadalupe The City of San José is 50 miles south of San Francisco, home to one million people — more than a third of Latino origin. The original name was called El Pueblo de San José de Guadalupe by the Spaniards who established it in 1777. San José was called The Valley of Heart’s Delight, up the 1950’s, prized for having the most productive agricultural land in California and the largest fruit production and packing region in the world, until the growth of the electronic industry the late ’60s. The explosion of the Silicon Valley Tech companies labeled San José “The Capitol of Silicon Valley”, and a city that honors and celebrates diverse cultures. Las Calles de San José travel guide will focus on the Latino experience in East San José & downtown, both are authentic, and vibrating with cultural expression. San José East Side is known for its murals, cultural celebrations, low rider culture, and Cesar Chavez's legacy. Latino mainly identify as Mexicanos or Chicanos; they are well educated, and proudly celebrate and honor la cultura. Downtown’s San José art and food scene is also beaming with Latino culture pride. The most important Latino cultural experiences: • The Mexican Heritage Plaza • King & Story Roads • Cesar Chavez Legacy Tour • Moviemento de Arte y Cultura Latino American (MACLA)

Las Calles de East San José The heart and soul of the Latino community can be found at the intersection of King and Story Roads. The area surrounding King and Story Roads is known as East San José, and predominantly a Spanish speaking neighborhood. Each corner has a major shopping center, with a mixture of big box stores, such as Target and traditional Mexican markets & bakeries. Plenty of taquerias, and the ability to purchase tamales and paletas, from the local street vendor. Along with preserving cultural traditions, through food and celebration, East San José has a strong lowrider culture and legacy. Also, in the 1930s, farmworker leader César Chávez and his family moved into the neighborhood. The East San José is also home to the Mexican Heritage Plaza, one of the largest Latino cultural centers in the nation.

Image – SJSU MLK Library Lowrider Culture The art of lowriding has deep roots in Chicano history and culture. San José was home to a vibrant lowrider scene, centered around the famous east-side intersection of Story and King. The city was also the birthplace of the legendary Lowrider Magazine, founded by San José State students Larry Gonzalez, Sonny Madrid, and David Nunez. Today, lowrider culture has become mainstream society through art, music, especially, the cars. Lowrider car clubs keep the traditions alive, though they no longer cruise King and Story, (due to city ordinance) they can be seen at Cinco de Mayo & Dia de Los Muertos parades and festivals, or Lowrider shows at the fairgrounds. It is also common to see lowriders displaying a Mexican Flag on Cinco de Mayo or September 16 cruising, King and Story, or Alum Rock Avenue toward downtown. San José State University recently presented an exhibit honoring San José lowrider legacy.

The Mayfair Neighborhood Adjacent to King & Story intersection is the Mayfair neighborhood, which served an important role in America’s history, being home to labor leader and civil rights activist Cesar Chavez from 1948 to 1962. Also based in the Mayfair community is, the Mexican Heritage Plaza, along with Our Lady the Guadalupe Church. Places to visit:

Tropicana Shopping Center 1630 Story Rd 95116 Pink Elephant Bakery 415 S. King Rd 95116 Emma Pursch Park 647 S. King Rd 95116 Eastridge Mall 2200 Eastridge Loop, San José CA 95122 Cardenas Super Market & Taquerias 1745 Story Rd 95116

Mexican Heritage Plaza (MHP)

Mexican Heritage Plaza is the hub for Latino culture in San José. The Mexican Heritage Plaza is home to modern murals, beautiful thematic gardens, a Pavilion area, a 500-seat theatre, a Galería, and the School of art & culture. MHP’s mission is to preserve Latino culture, by teaching and presenting the art of Mariachi Music, Ballet Folkloric, Danza Azteca, and Teatro Chicano. The Plaza hosts these important cultural organizations. Visit their websites, for upcoming events: • Teatro Vision – Teatro Chicano • Los Lupenos – Ballet Folklorico • Calpulli Tonalehqueh – Aztec Danzantes • School of Art and Culture – Music & Dance classes • Video Highlighting MHP importance to the community Plan your visit: The plaza is accessible via public transportation, or an easy drive from downtown San José, via Santa Clara Street. It is open to the public to enjoy the murals surrounding the building and gardens inside the Plaza. 1700 Alum Rock 95116 Images MHP.org Helpful Links: • Mexican Heritage Plaza Events • Latinobayarea.com

Cesar Chavez Legacy Tour

Cesar Chavez was an American labor leader and civil rights activist who co-founded the United Farm Workers union, in 1962. Originally a Mexican American farm worker, Chavez became the best known as a civil rights activist, along with Dolores Huerta, for the "Si Se Puede" campaigns to gain rights for farmworkers. Begin the tour, best via automobile, at Plaza de Cesar Chavez in Downtown San José and drive to San José State University to see the Arch of Dignity, Equality, and Justice. Other stops along the way include the Mexican Heritage Plaza, Cesar Chavez Elementary School, Mayfair Community Center, and Our Lady of Guadalupe Church. End the tour at the former Chavez Family Home, privately owned, but dawning a plaque commemorating this important leader and activist. Visitors can pay homage to Cesar Chavez by visiting these sites and walking along the Cesar Chavez Memorial Walkway, which highlights seven locations along the five-mile route from the Plaza de Cesar Chavez downtown to the East Side’s Mexican Heritage Plaza. The walkway is marked

Images Sanjose.org with simple, olive-colored signs bearing his image. One block from his house Cesar Chavez organized at Our Lady of Guadalupe Church – a National Historic Landmark.

Downtown San José

San José has a walkable downtown filled with museums, murals, Mexican restaurants, and historical references. Cesar Chavez Park is the center of downtown and host to large festivals, concerts, and celebrations. The main cultural Latino gem is MACLA, in the heart of the art district known as the SOFA. San José State University is also walking distance, hosts to public art honoring the farmworkers of California. Las Calles de Downtown

Market Street – Discover and enjoy San José's most important, historical cultural institutions. Cesar Chavez Park – Named after farmworker rights advocate, Cesar Chavez (refer to legacy tour recommendation). All major festivals, concerts, and celebrations are hosted in the park. Look for a sculpture, Quetzalcóatl, created by the Mexican-American sculptor Robert Graham. According to the artist’s website, it is “a stylized image of Quetzalcóatl, one of the most important mythological deities of the Mesoamerican pantheon, and was created for the city to symbolize the spirit of social harmony and diversity.” St Joseph’s Basilica – Cathedral Basilica of St Joseph - Built by the Spanish rulers of California in 1803, the Cathedral Basilica of St Joseph is San José's spiritual and civic heart. The church is a masterful work of art, open to the public. It is a tranquil, beautiful place of worship that's full of decorative details. From the 39 stained glass windows to the pipe organ that is well over 100 years old, free tours of the cathedral unveil plenty of delights, and seeing mass being celebrated there is a magical experience. San José Museum of Art – Look for the Circle of Palms, and you will locate the San José Museum of Art. The galleries are filled with world-class exhibits, a cute coffee shop called El Cafecito, and fun gift store. Great resting in place, if you need a place to have a coffee and relax. Fairmont Hotel – Across the street from Cesar Chavez park is the hotel with all of its grandeur and beauty. Visit the lobby and enjoy an afternoon cocktail. Tech Museum – Located across the street Cesar Chavez park, a great museum if curious about technology, and would like to enjoy an IMAX movie.

Santa Clara Street – The main street that leads to City Hall, with plenty of parks and restaurants to enjoy along the way. Head east and the street turns into an active Little Portugal neighborhood, and finally, to East San José, the street name changes to Alum Rock and crosses King Road. Head west, highlights include SAP Center, home to the San José Sharks, and Guadalupe River gardens. Santa Clara Street turns into “The Alameda” a wide leafy street, developing into a hipster neighborhood, with cool little shops and restaurants.

Paseo de San Antonio – A walkway that begins at Market Street, corner of the Fairmont Hotel, and ends San José State University. The Paseo crosses 1st through 4th street, passing restaurants, coffee shops, public art along the way. Most notable is a public art piece Man of Fire honoring Dr. Ernesto Galarza, impactful farmworker activist, educator, and poet. Along the Paseo, look for ribbons on the floor with Dr. Garza inspirational sayings.

San Pedro Street & Market – Downtown’s San Pedro Square is one of San José’s oldest neighborhoods and where you’ll find the 1797 Peralta Adobe, the city’s oldest building. At the corner of St. John, is the San Pedro Square Market, filled with great eats and drinks. Fun place to host friends, and relax. You will find, Loteria Taco Bar, one of our favorite taquerias. San Pedro Street hosts a farmers market on Fridays 10-2 pm

San Fernando Street – Also known as restaurant row. Across the street from the San José Museum of Art, you will be greeted by a beautiful mural, painted by San Francisco artist, Francisco Franco, a tribute to Oaxaca culture. The mural is painted on the wall, which also is home to a popular Oaxacan restaurant Mezcal. Chachos, a favorite Chicano themed restaurant is a must-visit. Chacho’s has curated the best contemporary Chicano Art in San José. MLK Library, the next block over, and visit the 5th floor is dedicated to Mexican American culture. Make sure to visit SJSU tribute to farmworkers fight for justice Arch of Dignity. Moviemento de Arte y Cultura Latino American (MACLA) MACLA is an inclusive

contemporary art space showcasing the Chicano/Latino experience, that presents new visual, literary, and performances. Their space First Fridays Art Walk includes a 100-seat black box theater, a digital media studio, On the first Friday of every month along with gallery space. (except January and July), downtown San José sees the streets fill up with While MACLA showcases some artists and art enthusiasts for South of the most exciting art coming FIRST FRIDAYS Art Walk. The event is a out of the Bay Area’s Latino collection of galleries, businesses, and community, it also encourages museums that are open for the public the larger community to to enjoy with self-guided tours of all participate, to include inviting the local, national and international students to come to their design art on display. studio lab to learn how to tell their stories through digital Additional SOFA highlights: media and host small theater • The California Theater, a groups with important messages Images Dulcevidatravel.com 1930 style building fully impacting the Latino restored, home to SJ SOuth First Area - SOFA community, in their 100 seat Opera. SOFA is the arts, cultural, and entertainment district, home to space. First Fridays Art Walk is • The SOFA market – an numerous cultural institutions, art galleries, restaurants, and one of the best times to visit. A highlight each year; MACLA indoor market with theatre companies. The Moviemento de Arte y Cultura Latino hosts an art auction mid-May, a plentiful eateries, bars & Americano, (MACLA) is a must-visit. Other cultural institutions one of kind opportunity to cafes. include the San José Institute of Contemporary Art, the San purchase Latino art and support • 100 Block Mural – One of José Opera, and the Silicon Valley Symphony and plenty of the organization. many murals that reflect great food and brewery options. the arts district, celebrating artists. • Parque de los Pobladores – Public art paying tribute to San José founders. • Night Life – SOFA has many clubs, performance venues & breweries to enjoy. Helpful map: Map of SOFA District

Murals of Downtown

As you wander the streets of downtown San José murals pop up everywhere. The San José Office of Culture Affairs supports and promotes these amazing artist programs. Check out the City of San José website for a walking map. Our favorites are these that honor images of La Mujer.

Top Unknown artist Market & 1st Francisco San Fernando Franco El Mac Children's Discovery Museum Bottom Jim Miner Santa Clara Street Jose Arenas SOFA District Roan Victor Santa Clara Street

Images Sanjose.org

Modern Mexico’s Influence

The City of San José history has deep historical Mexican roots, but also modern Mexican influences deserve recognition. Ricardo Legorreta, an award- winning Mexican architect designed both downtown San José Children’s Discovery Museum and Tech Museum. Both buildings are painted in vivid colors and stand out with bold designs. When asked Sr. Legorreta, why the bold colors, he is quoted “Color is part of the life and culture of Mexico”. Thus, he chose happy colors such as mango and purple. Sr. Legorreta aimed for a warm, unintimidating design to make them inviting so that the people Images Sanjose.org of San José will feel welcome.

Downtown Mexican Food Favorites

Tacos y Mas (most menus offer vegetarian options) San José Mexi-Best, great for gatherings, may require reservations

Loteria Taco 87 N San Pedro Located inside San Pedro LUNA Mexican 1495 The Alameda Outstanding gourmet fresh Bar Square Kitchen 95126 Mexican La Victoria 131 W. Santa Clara & Home of the Orange Sauce Mezcal 25 W San Fernando Specialize in excellent Oaxacan 140 E San Carlos 95113 cuisine Taco Mania 150 S. 1st Street Located along the Paseo de San Olla Cocina 17 N San Pedro 95110 Modern menu & cool décor Antonio Chachos 87 E San Fernando Kick-ass Chicano Art and Iguanas 330 N. 3rd Street Home of the Burritozilla 95113 specialty cocktails Tac OH 399 S. 1st Street In the heart of the SOFA District Mexico Lindo 11 Race Street 94126 Traditional Mexican kitchen – Best for Taco Tuesdays Aqui Cal-Mex 1145 Lincoln Ave In the heart of the Willow Glen 95125

FESTIVALS

Images Sanjose.org San José Jazz Festival – Salsa Stage Early August, locals and tourists alike join nearly 40,000 like-minded music lovers in downtown’s Cesar Chavez Park to dance and enjoy the sounds of the San José Jazz Summer Festival. Salsa dance lovers flock to the Salsa stage, and dance to all their favorite Latin rhythms’. Described as pure joy!

Images diajose.com Día de los Muertos Día de Los Muertos festival in San José is the celebration of the Mexican holiday, Day of the Dead. Despite the name, the festival is a celebration of life and is a time to remember fondly those who have passed. The festival takes place in Cesar Chavez Park and features music, local artists, accompanied by displays of costumes and art related to the holiday’s cultural roots. The following day, The Multicultural Arts Guild host a smaller, and intimate festival at San José State University.

For dates and locations visit www.diasanjose.com

Viva Frida

Frida Kahlo, Mexican artist legacy is honored and celebrated throughout Mexico and America.

The Mexican Heritage Plaza hosts an annual “Viva Frida” celebration in the Fall, produced by Arte Azul. The celebration highlights Frida's art, music, food. Attendees are encouraged to wear flowers in their hair and enjoy churros and paletas with the family or sip on tequila and mezcal in the 21+ VIP section. The highlight of the event is Arte Azul’s showcases of local Chicanx and Mexican artists.

For dates and more info, visit the Arte Azul Facebook page:

Arte Azul Facebook Page

Images aztecadancers.com

Mexica New Year Calpulli Tonalehqueh hosts the largest Azteca Mexica New Year Ceremony & Celebration in the nation. The ceremony includes traditional Sunrise Ceremony, Danza Azteca, Food, and Musica.

Shopping San José is not much of a shopping town unless you are attending a festival, but here are a few spots to enjoy with friends or family: • Pueblo Viejo – 1076 Park Ave. 95126 – Rustic Mexican furniture & art store • Eastridge Mall – Visits Eastridge Mall – Typical American Mall, but the outside murals are beautiful • Tropicana Shopping Center – At the intersection of King & Story Road – All Mexican products, just like Mexico • Willow Glen – Visit Willow Glen.Org – A historical neighborhood, with a walkable shopping district. • Japantown – Visit Japanese culture, eats and history – One of the last 3 authentic Japan towns in the U.S. • Santana Row – Visit Santa Ana Row – Fun and high-end outdoor shopping & dining experience

Plan Ahead! San José is an impressively diverse town, that invests and promotes diverse cultures. Plan ahead by researching events, performances or celebrations. Helpful links • Teatro Vision – www.teatrovision.org • MACLA -http://www.maclaarte.org/ • Multicultural Arts Guild – https://sjmag.org/ • Mexican Heritage Plaza – https://www.schoolofartsandculture.org/ • Latin Bay Area Events-– http://latinbayarea.com/ • Visit San José Official Website

Helpful Walking Maps Instagram moments

• South of First (SOFA) map #Theamigastravelexperience • Downtown San José Historic Walking Map #visitsanjose • Downtown SJ Public Art Map #sanjoselove

Image sanjose.org

Other Neighborhoods with Cultural Treasures • Japantown – A historical residential & cultural district north downtown San José. • Little Italy – Small downtown neighborhood honoring Italian traditions and history. • Willow Glen – Local neighborhood, with fun shopping and restaurants. • San Juan Bautista – Historic small mission town – 30 minutes south of San José. • Santa Cruz – A beautiful beachside & boardwalk community, only 30– 40 minute drive from San José.

Travel Tips Fly into SJC, stay in a hotel in downtown San José, renting a car is optional. Plenty of public transportation options. The weather is mild year around. San José is a very friendly town but always practice safety..

Dulce Vida Travel LLC Rose Mendoza Curator of the Amigas Travel Experience @dulcevidatravel [email protected]

Specializing in cultural tours that highlight the Latino experience We offer private tours or All-Inclusive tour to Mexico www.dulcevidatravel.com