September 2005

September 2005

The development of Market Creek Plaza is the story of a journey into uncharted territory.
It is a story about taking big risks and about breaking new ground together. It is also the
story of a journey that changed each one of us personally and dramatically altered the way
we do business.
It was through this journey that we learned the importance of residents “owning their own
change” – owning the plans, owning the implementation, and ultimately owning the assets.
As we struggled to understand our role, we discovered the great creativity that comes
from their love for and working knowledge of their own neighborhoods. This ownership
is how vision is born, skills are built, and value is created that benefits them.
Late in 1997, after nearly ten years of making grants, we realized that in order to
address the interconnectedness of issues in our neighborhoods we would need to narrow
our focus, move our offices, and put ourselves in a direct learning relationship with a
neighborhood. We had to give up any preconceived ideas about what people needed –
and about what foundations do – and ask people what changes they wanted to see and
how they wanted to go about it. Resident Teams became our vehicle for learning and
planning, and an abandoned factory site became our training ground. It would become
Market Creek Plaza.
This month we have come to the end of an era – a milestone that seems like the end of
an epic adventure. Rising from the dust of the old Langley factory, Market Creek Plaza has
become a thriving commercial and cultural hub. We have developed strong relationships,
replaced blight with opportunity, created jobs, and seated the vision of economic
possibilities. We have celebrated culture and honored diversity. We have embraced risk,
dusted off hurt and challenge, and reached out to be the change we want to see.
Before we embark on the next phase of this journey, it’s important to pull off the road and
celebrate this major milestone. The following pages capture key memories and provide a
record of accomplishments along the way. I hope you will savor the significant moments,
pause on the faces of our new friends and neighbors, and remember the rich conversations
that have guided us this far.
Everyone we have met and everything we have done will help carry us to the next
milestone in our journey.

Jennifer S.Vanica
President and CEO
Jacobs Center for Neighborhood Innovation
4
 “It was the first opportunity we had as a neighborhood
to go out and ask, or to have someone ask us, what we
wanted here. It wasn’t just ‘We will build it and they will
come.’ At first a lot of people didn’t know how real the
question was because a lot of people had come here to
make money and take it out. I came to see they were
really trying and I knew they needed help because they
didn’t know the community and this is a very difficult
community to get to know.”
— Kelly Steppe
Community Team Member

“They told me they were going

to do a project at the old Langley
site. I got very excited because
when I was here in 1964 Langley
was an eyesore and continued to
be an eyesore. I thought anyone
that could come in and do “They came to our home,
something would be welcome, knocked on the door, came
so I committed then to help.” to our community meetings,
— Mike McCraw and told us what they would
California Southern like to do and asked us what
we would like to see here.”
— Ardelle Matthews
Community Team Member

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JUNE AUGUST SEPTEMBER OCTOBER

5
 “When someone comes to share with us by purchasing 19 acres
of land to build in our community, I don’t take it lightly. To me that
is significant. It is a milestone for us.”
— George Stevens
Former City Councilman

“It’s wonderful to gather here in the new home of the Jacobs

“We filled an entire table with
textiles and, not long after, an
almost magical thing happened.
Everyone in the room was
looking at the table and
became very quiet. We all saw
consistency in the brightness
of color, the patterns, the
textures.You couldn’t tell one
culture’s textiles from another,
because they had so many
common characteristics. It
showed us how we are more
alike than different.”
— Victor Ochoa
Community Team Member
Center. There’s a lot we can learn by doing together. Sometimes
we get in a box and we don’t know how to get out. Opportunity
is knocking at our door, telling us to get out of the box and to
make something very special happen in this community. I am happy
that someone has come into our community and embraced its the
strength and the beauty. We’re coming together to make something
really happen.”
— Doris Anderson
Elementary Institute of Science
“There is so much in this neighborhood to be proud of. There is
so much here in terms of culture and richness – it’s just incredible.
And we are so fortunate to be able to come here and join you.”
— Valerie Jacobs Hapke
Jacobs Foundations
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FEBRUARY MAY JUNE

6
 “It was so much fun, we’ll have to do this more often!”
— Vi Jacobs
Jacobs Foundations

“Thanks, everyone, for coming

to Ethnic Night. We will share
our Pacific Islander culture and
come together as one. Look at
the races in this room, all
different people, and we’re all
having a good time together.” “This is a project in which we give nothing
— Agnes Tuifao in the way of dollars. We give everything
Community Team Member in the way of spirit and support and faith
in the people in this community. This is our
project to do together. There are going to
be a lot of disagreements, there are going
to be a lot of misunderstandings, but we
pledge to you to work together. Hopefully,
a couple of years from now, when we look
at this great project that’s now illustrated
in pen and ink, we will see it in real bricks
and mortar with people milling around
in safety and in pleasure and enjoying
themselves while spending their hard-
earned dollars in this community. We will
put the profits back into the community
that generated those profits, and when
we’re all done, hopefully, the thing we’ll
get out of it is your trust and friendship.
— Joe Jacobs
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Jacobs Foundations
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JULY SEPTEMBER OCTOBER DECEMBER

7
 “It’s not unusual to bring an artist in on a
project. What is unusual is to bring in
an artist to be part of the process and to give
direction on what the community expects.
Artists have an ability to grasp the essence of
the community with more clarity and that is a
great asset. The architects, in turn, bring the
essence to life and fruition, thus creating a
valuable partnership.”
— Hector Reyes
Architect

“An employment team

negotiated with the
prospective anchor
tenant so that over
“It probably wasn’t always easy for tradi-
90 percent of the
tional architects to come in and work with
jobs created went
people who don’t understand the nature of
to neighborhood
building and incorporate their input into the
residents.”
plan. I’m sure there were probably 26
renderings.” — Norm Hapke
Board Member
— Kelly Steppe
Community Team Member
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JANUARY MARCH AUGUST

8
 “We are hands-on. We don’t just stand
back and watch. If you haven’t been part
of it, join us. We want your voice. Speak
up. This is your project. Rich multicultural
traditions and customs are the founda-
tion of our strength as a community.”
— Meg Jacobs
Board Member

“One of the lessons we all learned was how

important it is to just stay at the table and
work and work and work until you know you
got it right. We went through lots and lots of
drawings and renderings and concepts until
we finally knew we had it right”
— Jennifer Vanica
Jacobs Foundations

"In all, 10 teams involving over 1,000

community residents formed to help JCNI
ensure that every part of the project
reflects the imprint of the community."
— Norm Hapke
Board Member
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SEPTEMBER OCTOBER
9
 “I wanted to be on the
Ownership Design Team
because I’ve never invested
before, and it sounded like
something that would be
beneficial to me. I wanted
to let my neighbors know
about it too.”
— Bevelynn Bravo
Community Team Member

“The Market Creek Plaza ownership piece is about

“With classroom and on-the-
job training, we have had
many doors opened to us
that were closed before.”
— Steve Groves
Community Contractor
“I have lived in this area my more than investment. It’s about owning a piece of
whole life, and working on your community and valuing where you live and
this project makes me feel who you are.”
like I’m contributing to the
— Kelly Steppe
community. I am taking an
Community Team Member
active role in rebuilding
this area.”
— Monique Santos y od
Contractor Trainee
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JANUARY MARCH MAY

10
 “The successful installation of a bridge for the
San Diego Trolley tracks near the new Market Creek
Plaza commercial development set a safe, cost- and
time-effective precedent.”
— La Prensa newspaper

“This project had a lot of support from

the Metropolitan Transit Development
Board’s management largely because
of what the Jacobs Center is trying to
do with the community. It’s not our
practice to use a method never before
“I was driving home from my job at a fish restaurant
proven or tested. But this was an
and saw a big tent on Euclid. I was curious, pulled
excellent project and, with some
over, and saw that it was a leasing fair. I found out
creativity, the planners came up with
a commercial development was planned there by
a solution that would prevent service
a nonprofit organization that saw value in the
interruption and still provide high-
community. I met with the developer, the construction
quality construction.”
people, an employment recruiter, and a finance person
right there. We had a round-table discussion about my — Chip Finch
business idea and they all helped me reach my goal of Metropolitan Transit
owning a restaurant.” Development Board
— Basil Muhammad
to S to

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SEPTEMBER NOVEMBER

11
 “I’m so happy to be here today
to be part of a dream no longer
deferred. This is just the beginning
We told people to hang around, and
look here it is today, I will continue
with that message in the same vein
— hang around and watch what
you will see” “A lot of big talent has come from this
— Willie Blair part of San Diego and there is a lot of
Congressman Filner’s office talent out there now. The amphitheater
at Market Creek Plaza offers them a great
stage and built-in audience.”
— Floyd Smith
Community Resident

“You can tell the

Amphitheater is going
to be beautiful when it’s
complete. It will really
enhance the neighbor-
hood. We’ve needed
this for years.”
— Kelly Scott
Community Resident
“It brings life to the community. For us to
be able to shop in our neighborhood makes
me so excited I can hardly speak.”
it eny to

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— Billie Carter
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JANUARY FEBRUARY MARCH MAY

12
“Everybody that’s involved with us sees us as a
very strong family unit. Being involved with the
work here proves to us that anything is possible
as long as you do your part.”
— Marcus Tufono
Writerz Blok

“One of the things that is so

exciting about the Plaza is the
Amphitheater. Once something
like that is operable it will bring
other things that are missing, like
art, culture, and entertainment.
We can have something to offer
to visitors from outside the city.
“Taggers are now artists.
Come to the Diamond. We can Youth are now going to college.
do this.” Families of different ethnic
— Steve Hayes groups “are working together
Community Resident and finding their own solutions
in the neighborhood. People are
“To my knowledge, what we’re changing inside and out.”
doing here doesn’t exist anywhere
— Bevelynn Bravo
else and the pressure to succeed
Community Team Members
is enormous.”
— Mike McCraw
“Market Creek Plaza will continue to be a tremendous resource
California Southern
for this neighborhood. Wells Fargo is excited to contribute to
the strength of this community by providing a banking service
it truly deserves.”
— Wendell French
Wells Fargo Bank
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JUNE SEPTEMBER OCTOBER DECEMBER

13
 “This is a wonderful
opportunity for contractors
who normally wouldn’t have
the opportunity to work on
a multi-million dollar project.
The whole goal is to prepare
participants for the next big
job, to be competitive, to go
to work and
be successful.”
— Rickey Laster
Community Team Member

“This year was about building trusting relationships

with local entrepreneurs. It was about how to support
them, how to bring their sense of readiness in line with
our sense of their readiness. It was about getting the
leasing strategy lined up with the business develop-
ment strategy and the business development and
leasing strategies lined with the access-to-capital
strategy. The rents, the common area costs, the loan
rates, the principle and interest payments, the tenant
improvement and cash management strategies all had
to coordinate and intersect. We were not prepared for
the depth and breadth of expertise needed or the
amount of time it would take.”
— Jennifer Vanica
Jacobs Foundations

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JANUARY MARCH JUNE

14
 ‘Everybody eats. Everybody shops. We got to go
someplace, why not in our own community?”
— Luis Natividad
Councilman Stevens’ office

“Everything that’s happened here

is just great. We’re looking forward
to the opening of many of the
shops and taking advantage, as a
community, of everything that’s
offered here.”
— Maxcine Stephens
Community Resident

“I think the community can

become unified through art
because art is universal. It’s not
“We’ve had one of the just something about one culture
busiest stores in the or nationality. We all speak
Southern California through art.”
area. We’ve got the — Shannon White
most beautiful store Community Artist
I’ve seen between here
and Los Angeles”
— Miguel Bonilla
Food 4 Less Manager

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OCTOBER NOVEMBER DECEMBER

15
 “The response I got from my
customers my first day was
wonderful. I got nothing but good
comments about the food, so I feel
confident that my neighbors will
like what they find at Snapper’s.”
— Basil Muhammad
Entrepreneur

“The word is out. People are saying,

‘Go to Market Creek Plaza. They have
a Curves there.’ It’s exciting.”
“The new SDG&E
service center is drawing — Shelly Lamberth
people from all over. Entrepreneur
Customers love it here. “This project honors the contributions
People like using the and commitments of 27 of southeast-
high-tech machines and ern San Diego’s citizens. Their portraits
have told me it is nice to were painted by 12 of the community’s
have one of the most finest artists and the whole project was
modern stores right in documented by a group of young
their community.” people who illustrate that the future
— Noreen Woods of this community is very bright”
SDG&E — Maria Velasquez
KFMB TV News Reporter
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JANUARY MAY JUNE JULY

16
 “Where the World Meets is a statement of the
beautiful people, the beautiful talent, and the beautiful
cultures that make this community what it is.”
— Ron Cummings
Jacobs Foundation

“We’ve learned that power comes when

people are truly involved, take responsi-
bility for their communities, and commit
themselves long-term to changing them.”
— Darren Walker
The Rockefeller Foundation

“It’s really an awesome, wonderful

privilege to express the needs of this
community to large foundations and
have them respond so positively. They
realize that they can broaden their
approach and touch more lives by “To truly understand this project, you have to see it and
partnering with us.” hear from the people who did it. Foundations, developers,
— Ardelle Matthews and public agencies need to come here to see they can’t
Community Team Member do it by themselves. They need the residents to guide them
on what to do and how to do it.”
— Sam Mason
Community Team Member
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—
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SEPTEMBER OCTOBER NOVEMBER DECEMBER

17
 “The SEMPRA Children’s Art Wall gave us an excellent opportunity to teach
our youth about the ecosystem of Chollas Creek, which runs through our
community. Teaching them about giving back to their community and using
their artistic skills to communicate important messages to others is an
investment for us all.”
— Jean Cornwell
Community Artist

“This is the quintessential project supported

by Clearinghouse and New Market Tax
Credits in the country. It is a wonderful
story to tell. The community’s support of
this project, from its inception through
opening, has done much to mitigate the risk.”
— Doug Bystry
Clearinghouse CDFI

“The development community is beginning

to understand what is happening here.”
— Carolyn Smith
Southeastern Economic
Development Corporation (SEDC)
00
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FEBRUARY JUNE AUGUST

18
 “Magnolias is going to be a nice place with good food
and great service — a place people will want to come
and just sit and talk with friends and family.”
— Bessie Johnson
Entrepreneur

“Dr. Joe shared our dream of having a place that felt like
home. He gave us the confidence and the skills to make
us believe our dreams can come true.”
— Blair Chapman
Elementary Institute of Science

“Communication, unity,
togetherness, openness,
collaboration, and involve-
ment — that’s what taking
leadership in Neighborhood
Unity Foundation is about.”
— Charlene Smith
Neighborhood Unity
Foundation Team

“I have a 12-year-old son. Leadership

is what he needs, and that’s a challenge.
I have to lead him in the right direction.
I think that taking leadership on the
NUF board will give me some qualities
for being a leader.”
— Kathy Davis
Neighborhood Unity Foundation Team
a
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—
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NOVEMBER

19
 “Market Creek Plaza has become a
pilgrimage. The work the residents have
done here is amazing. To get involved
and stay involved, to bring a project
through completion, and approaching it
from many facets, is virtually unheard of.”
— San Diego Daily Transcript

“Our goal is simple: to reach

out to all urban communities
and supply them with the best cup of coffee of their lives.
This is a store of the community. The staff here is from the
community and about the community, and this Starbucks
UCO store is too. We’re going to support this community
in a big way and we want residents to know we’re going to
be here for a long time.”
— Earvin “Magic” Johnson
Starbucks Urban Coffee Opportunities
vi on
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—
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JANUARY FEBRUARY MARCH APRIL

20
 “The music sounded great in this really beautiful venue. It
was a lot of fun to be part of and see so many folks come
out, sit on the grass, and enjoy this great place in our
community. I remember when I was on the Market Creek
Plaza Youth Team talking about making this happen.”
— Willie Green
Community Resident

“We at Cold Stone want you to know how

privileged we feel to be a part of this project
and how excited we are for the future of
Market Creek Plaza. Cold Stone is a
community-based business.This area,
like other unincorporated parts of the city, is
more community-oriented and we are excited
to be part of it.”
— Damon Goldstein
Entrepreneur
“El Pollo Grill is looking for-
ward to having a new store in
this great location and serving a
whole new group of customers.
We are excited to be a part of
the Plaza and play a role in its
success. With technical assis-
tance in business, construction,
marketing, and access to capital,
this store can be a model for
expansion to other locations.”
— Victor Lopez
Entrepreneur
t
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— PR mi e E

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ri
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JULY AUGUST SEPTEMBER

21
 — i
nt an y
er dV
! Ce e it

“The journey was long and hard, but we got here. This marks
ns y Jo un
gi nit ew m
be mu e n com

the end of an era. It is also the beginning of a new one.

What we have learned will steer us in the coming months
e om t nd

and years. It's time to get on the road again!”

as s C ofr a
h
Ph ob ion ing

— Jennifer Vanica
c t k
Ja bra rea

Jacobs Foundations
le db

2
ce un
ro
G
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NOVEMBER 2005

22
23
© 2005- Jacobs Center for Neighborhood Innovation. All rights reserved.