Faces of Downtown

By Jessica Nguyen

Mahala Burns is an active member of the Downtown Stockton Community. A dedicated realtor for Cort Companies, a strong advocate for the revitalization of downtown, and an active board member for the Downtown Stockton Alliance, Mahala has witnessed Downtown Stockton’s evolution firsthand over the twenty-six years that she’s worked in this community. It was a pleasure to hear from her perspective.  

How It All Started

This year marks Mahala’s 26^th year working in Downtown Stockton! Wondering what the downtown area was like back when she first started? She shares, “It was very different…kind of a ghost town. There wasn’t a lot of activity and there were many boarded-up buildings.” Since then, downtown’s recent influx of local businesses, events, and other significant changes make it a much more vibrant community. Mahala adds, “It’s getting better every year!” We agree!

DSA Involvement

Dan Cort, CEO of Cort Companies, was one of the DSA founders and served on the board until Mahala later took over. She’s now been a DSA Board Member Mahala for 15 years! While reflecting on her time here, she points out that the DSA office hasn’t always been at its current Bridge Place location: “It’s [the DSA] been in a couple different locations, but the mission has been the same- to support property owners.” She’s proud of the DSA’s work in serving local businesses and its dedication to bringing people downtown to support local shops and events.

What Contributed to Downtown’s Change?

When asked about the specific changes that have positively impacted downtown, Mahala answers with “economic vitality.” The price per square foot for downtown property spaces haven’t increased dramatically over the past several decades, but much of the change comes from the energetic business owners who decided to set up shop downtown. Mahala commends these millennials for bringing in trendy businesses such as coffee shops and living/work spaces.

However, she credits the Stockton Collegiate International Schools charter school for being the highest agent of transformative change in Downtown. Eleven years ago, the k-12 school made Downtown Stockton its home and, “introduced children to the downtown area.” This was quite significant, for Mahala shares, “seeing kids injected so much life and vitality to the area… it gave us hope that there was a future.” This helped to quell myths that Downtown Stockton was a dangerous area that should be avoided at all costs. The school (along with the Team Charter School that opened later) proved to adults that if kids were safe in Downtown Stockton, they would be too.

What Are You Most Excited To See In Downtown’s Future?

Mahala explains that Monday through Friday within the hours of 9am to 5pm, Downtown Stockton’s streets are pretty active with workers, shoppers, and visitors. Unfortunately, the evenings are significantly less lively. Therefore, Mahala is most excited for the 81 new market-rate residential spaces/units that will soon be added in various buildings around downtown. There will be live/work spaces as well as regular loft apartments in areas such as across the street from Trail Coffee. She believes that having people live in downtown is the next step to breathing life into those quiet evenings.  

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Favorite Place to Have Lunch Downtown?

Without hesitation, Mahala shares that her go-to destination is the Thai Thai Restaurant, where she orders chicken noodle soup with broccoli.

Favorite Coffee Spot Downtown?

Mahala’s favorite spot is Trail Coffee, and she highly recommends the Coffee Milkshake! (Honestly, I’m now convinced to try it)

What is Downtown’s spirit animal?

“A beaver, because of the water and because beavers are persistent- they build their lodges and someone destroys it- next day, it’s back up again…they don’t give up.”

By Courtney Wood

Intro

Have you ever wondered who is behind Downtown Stockton’s Facebook, Instagram, and Twitter, or maybe who designed the Downtown Visitor’s guide you’ve seen around town?

Look no further than Alex McBride, DSA’s Marketing & Communications Director. This week we sat down with Alex to learn more about the role she plays in making Downtown tick.

Background

If you ever visit Alex’s DSA office, you’ll immediately notice Downtown memorabilia peeking out at you from every direction – a Stockton Kings towel nestled on the exposed brick wall, an Amgen Tour 2019 pass dangling from a thumbtack, a Stockton Heat poster mounted on corkboard, a Downtown Stockton beanie perched on the desk corner, a Stockton Ports promotional lunchbox wedged into her bookcase –  all clues alluding to her role at the center of Downtown marketing.

For the interview, Alex settles into her desk chair, which is backlit by a window overlooking Di Carli Square and the glittering Downtown waterfront. She has her phone within arm’s reach, poised to take advantage of impromptu Downtown photo opportunities and keep tabs on the latest Downtown social media alerts.

A Stockton native, and recipient of a BFA in Graphic Design from the University of the Pacific, Alex began working at the DSA in September of 2018.

She sums up her role as follows: “I oversee all social media scheduling and content, promote businesses and events…[work on] the blog, create marketing campaigns for new events, [and create plans] for new projects.”

When asked how she feels about her position, Alex shares, “I really enjoy it because I have a lot of freedom choosing the direction of projects. It’s refreshing – it’s a lot of work but I appreciate the chance to be creative.”

Social Media

With social media at the heart of Downtown’s marketing strategy, Alex has developed unique tactics for each platform. “On Facebook, I mainly focus on event promotion,” she reveals, while on Twitter, “I take a light-hearted approach, with memes,” to keep people engaged in the Downtown conversation. When it comes to Instagram, she shares interesting or beautiful things that may be lesser-known: “For example, in the California Building, if you look up [the ceiling is really pretty] – it’s not something you [typically] notice walking around.”   

When it comes to promoting new businesses on social media, Alex notes, “If it’s more of a professional services business, [I’ll use] Facebook.” She also likes to promote new businesses via Instagram Stories; if the business has their own Instagram handle, she’ll share their profile or one of their posts with DSA’s many followers.

Graphic Design

While a significant portion of Alex’s time is spent juggling DSA’s social media accounts, another portion is focused on graphic design, allowing her to make use of her UOP degree and to exercise her creativity.

“When I first started, they[the DSA] had created a new logo, which was great, but there wasn’t cohesive branding across all media,” she shares thoughtfully, “what I’ve enjoyed most is just…developing the brand of DSA.”

Since arriving, Alex has re-designed the Downtown Visitor’s Guide and Annual Report, while also creating new logos and materials for Walk With Weber, Full Moon Riders, various internal documents, and several upcoming campaigns, including National Night Out 2019.

Her number one tip when it comes to graphic design? “Don’t use too many fonts,” she states firmly, “also, balance is key.”

Perspective on Downtown

When asked to describe the condition of Downtown today, Alex shares emphatically, “I love Downtown.”

“A lot of times people just see the weeds – there are still flowers here.”

She’s excited to see the way members of the Downtown community are strengthening and supporting each other. “They’re coming together, like the group of businesses on San Joaquin Street,” who have been hosting outdoor markets with music. She says this kind of community building is what will help Downtown to thrive.

Additionally, Alex notes that the new wave of live/work spaces coming into Downtown has brought excitement and energy to the area.

Looking Forward

Alex sees a clear vision for the future of Downtown and DSA’s role in it.

“In the future, I see more retail, more shops like Freckled Moon and Rainbow.” With the expected influx of downtown residents, she believes that retail will become very important for Downtown’s economic development.

As for DSA’s part, she offers, “We are working to create a walkable, beautiful Downtown – making sure it is a place people want to be, a branded Downtown with life in the core.”

Food For Thought

When asked to offer one closing statement to our readers, Alex glances thoughtfully out of her window toward the scenic waterway, and then imparts, “Be open to the positives.”  

If you’re seeking promotion of a Downtown Event or Business, contact [email protected] or visit this link on the DSA website. To learn more about Downtown happenings, be sure to follow DSA on Facebook, Instagram, and Twitter.

Q&A – FAST FIVE WITH ALEX MCBRIDE

What’s your go-to Downtown lunch spot?

“Orlando’s Deli, but if it’s a Tuesday, then Flako’s Tacos, ‘cause they’re $1.”

What’s your go-to Downtown coffee spot?

“All of them, but due to proximity, Empresso on El Dorado sees my face the most. When I want a dirty chai, though, if it’s iced, I’ll go to Reds – if it’s hot, I’ll go to Trail.”

What Downtown summer event are you most excited about?

“Movies At the Point. They have Aquaman and Captain Marvel in the line-up – I’m a huge Marvel fan.”

What is Downtown’s Spirit Animal?

“A Chameleon.”

Describe Downtown in one word.

“Unique.”

By Andrew Rocha

The mission of the Downtown Stockton Alliance is two-fold. One, it’s to promote businesses, housing, and events in downtown Stockton; second, is to create a vibrant and comfortable community for all residents and visitors. One of the ways that the Downtown Stockton Alliance fulfills this mission is through their downtown ambassadors. 

Patrolling the downtown area; escorting visitors to their cars; maintaining a good relationship with local business owners; promoting businesses and events; and creating a welcoming presence are just a few duties performed weekly by the DSA’s ambassadors. The DSA currently has two on staff, Shirley Griffith and Johnny Palacios; if you see them out on the Downtown streets, be sure to stop and say hello!

There may not be many of them, but the Downtown Stockton Alliance ambassadors are integral to the Downtown Stockton Alliance’s functions. They help maintain a close-knit community where businesses support each other and where visitors can leave with a pleasant experience. Through their efforts and the efforts of others in the district, the ambassadors know that Downtown Stockton has a bright future.

By Andrew Rocha

Downtown Stockton has come a long way in such a short amount of time and continues to improve and attract more visitors all the time. What used to be an area people would actively avoid, is now where people come to eat great food, hang out with friends, and just enjoy their community. We here at the Downtown Stockton Alliance are so proud to see how far we have come as a district.

Then & Now

Charisse Lowry, our office manager of the Downtown Stockton Alliance, remembers how much the downtown has changed for the better in just the last twenty years. “When we first started in ‘98, we would have people who called us ugly names…It was real bad. It was dead and there was hardly any life. Now, it’s a thousand times better. By putting on different events, working with investors and property owners to get buildings leased, it’s a thousand times different than when we first started.” Just by driving through the downtown area, it is obvious that the area is not a dangerous place and is actually kind of charming. It’s hard to believe that it has changed so much from being once nearly barren. 

And the Downtown Stockton Alliance has some interesting projects in the work right now. “By February 1st, we’ll be launching an audio tour that will be tied to the website. So if you want to go to any of the historic buildings, there will be a code on them and you can flash that and it will show you what that building looked like during the 20’s and 30’s and then it will give you an audio narrative of the history of the building.” shared Michael Huber. Through this audio tour, the Downtown Stockton Alliance is working to preserve not just buildings and streets, but their history. 

What We Do

We get asked a lot, “So what exactly does Downtown Stockton Alliance do?”
Our executive director, Michael Huber, explains that we are, “A property-based improvement district that works for the property owners. So we try to keep the streets clean, and beautiful, and walkable, and safe…we have a thirteen man maintenance team, two powerwashing teams, and then we hire a private security company to patrol.” 

As the downtown area continues to thrive and become more recognized for its culture and life, you can be sure that we here at the Downtown Stockton Alliance will continue to provide our support and care to the district. You can learn more about the Downtown Stockton Alliance through our website www.downtownstockton.org and following us on Facebook, Twitter, YouTube, and Instagram. 

By Johnny Palacios, Hospitality Ambassador

Hello, my name is Johnny Palacios and I am a Hospitality Ambassador for the Downtown Stockton Alliance. I think, I have one of the best jobs ever!

Looking back after ten years of working in Downtown, I have so many memories. I moved to Stockton in 2003 to live with my Mother and special needs Uncle, after being laid off from Apple Computer where I had worked for 15 years.

My Uncle and I would come to Weber Point during the summer and got a kick out of watching the kids playing in the fountains. I also still remember the Stockton Arena being built and it was interesting watching the progress week after week.

In 2007, I started working part time at the weekly Farmers Market in Downtown Stockton. I met so many nice people and was drawn to the Downtown atmosphere. Later that same year, I started working for the Downtown Stockton Alliance. It’s been a fabulous 10 years and counting!

I have met countless people from all over the city and even abroad. The staff here is like family with the majority having many years of service in the Downtown area. Every day is different and there is always something new happening. I have learned so much about Stockton and its rich history. I have seen new businesses and growth year after year. Change doesn’t happen overnight, but when you are here nearly every day, you see all the good things that are already here and still coming.

I have been involved with so many Downtown events and the logistics leading up to them. Among some of my favorites are Pub Crawls, Waterfront Fridays, Full Moon Riders, Farmers Markets, Love You Baby lunches, Art Walks, Taste of San Joaquin, and Stocktoberfests. I was able to recruit so many wonderful local volunteers who teamed up with us during most of those events.

Today I am regularly greeted by many of those people while out on my Downtown route. I even joke when talking to them that “it’s not easy being popular.” I am so proud to know Downtown like I do. I appreciate the beauty of the waterfront, the old buildings and locations that have been brought back to life through the years. I look forward to working many more years in Downtown and being a part of all the great changes coming here. So if you see me on the street, be sure to say hello and perhaps give me a high five because Downtown Stockton is my home away from home!