Miner Avenue a catalyst to highlight improved downtown Stockton

Posted on April 1, 2022April 25, 2022 by digitalgear

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by Ben Sanchez

Cut your ribbon.

A buzzing sound lingered in the air near San Joaquin Street and Miner Avenue in downtown Stockton. I took a brisk walk from the office to find people gathering for the Miner Avenue Complete Streets ribbon-cutting ceremony. I can hear the sound grow louder as I round the corner off Channel Street. Days before, the Economic Development Department (EDD) dropped a flier on Instagram noting that on Wednesday, March 16, the community was invited to the ribbon-cutting ceremony. The buzzing sound of a drone flying above the streets captured the new roundabout at the intersection. Standing in the middle of the roundabout, The Spire. A historic art fountain that once occupied Hunter Square was designed by Glen Mortensen. The new plaque on the base of The Spire bathed in sunlight. I bet you have seen Mortensen’s architecture in Stockton. More specifically, Burns Tower at University of the Pacific and the School of Pharmacy.

Mayor Kevin J. Lincoln arrived on scene along with several public figures presenting short speeches to the public. A row of easels showcased the before and after photographs on a long time project coming to the finish line.

What a long road it has been for Miner Avenue. Jodi Almassy, City of Stockton Director of Public Works, addressed the crowd explaining the “labor of love” that went into the project. Since 2008, the complexity of the project achieved funding from six separate sources with Siegfried Engineering as the lead design firm.

I navigated the crowd, saying hello to fellow community members and business owners who attended the event. We all stood together watching the mayor grip giant scissors. He lifted them into position awaiting the signal to cut the ribbon. Cue a short pause for the photo op moment. Looking at all the development in this area, I think back to last year when the team and I would film vlog footage near Miner Avenue.

Transitions.

Throughout our walks of downtown, Miner was one of those areas with constant construction over the past winter. We veered and maneuvered our way past construction vehicles and workers who made progress block by block. The crew made us aware of the safety precautions along the sidewalks as they worked around the weather to pave streets.

Part of the footage can be viewed in our vlog episode 4 here (Or you might spot it in a reel on Instagram). You might remember sidewalk construction along Miner or certain cross streets shut down during this process last year. New bike lanes were installed with reduced traffic from four lanes down to two (Siegfried Engineering tells me this is called a road diet or lane reduction).

The impact on commuter traffic in downtown increased at this time as people discovered new ways to navigate their parking spots. Businesses along Miner started to view the transformation roll out over 2021. I know Beas Auto Sales kept customers aware through their popular Instagram stories. Their awareness to the situation at hand assisted customers who ventured downtown throughout construction times (Also their selection of lo-fi music used on Instagram is inspired by yours truly.)

The right time.

With businesses adjusting to downtown development, the question on everyone’s mind is, ”What is happening in downtown?”

A question I am most certain Eric Alvarez, City of Stockton Deputy Director of Public Works, is asked frequently. Alvarez jumped on a Zoom call to talk to the Downtown Stockton Alliance about his role with the city. Several months before the ribbon cutting, Alvarez gave an overview of several projects throughout the city. You can watch his full interview here.

When asked about the Miner Avenue Complete Street Improvements project he said, “It’s taken a long time — Miner is a large project in terms of its length. But with anything, the driver is money. You have to have the money to see it through.”

He noted a lot of minor details (see what I did there?) in his discussion about the project. Timing was everything when applying for funding on this project. Once grant funding was secured they had to find an ideal time to get to work with weather conditions and other challenges ahead.

“It took 10 years to get from the idea to finishing the work,” says Alvarez. Throughout their continued efforts to improve Miner Avenue several agencies were involved in the process to complete the project including Siegfried Engineering, Salaber Associates, and George Reed noted as key consultants and contractors.

Hometown.

During the ceremony, I stood next to Chris Kay, Marketing Manager and Business Development at Siegfried Engineering. I am sure you know of Chris Kay. His accolades within the community speak volumes throughout the city. A family man, entrepreneur, leader, broadcaster, and overall just a wonderful human, he set aside some time to answer my questions about Miner Avenue. He shakes a lot of hands as people come up to greet him. Kay spoke about the key points with this project and how he worked directly with Alvarez and his team. “The city is an extension of our staff — it truly is a collaborative effort,” says Kay.

Over the course of conversation, Kay revealed this was a complex project that started years ago. “Our company was involved from the very beginning,” says Kay, “We assisted with grant writing and preliminary designs, and were the lead design firm on this project.” This is another significant milestone for the company. The northern and central California engineering firm has an incredible portfolio of roadway projects and improvement projects throughout California. Their expertise and insight offered the city a new perspective when designs were finalized (Remember that road diet we talked about).

As we gazed toward the Spire I asked him what his thoughts were with his firm bringing this idea to fruition. “To see it finished is amazing,” says Kay. “The long standing project complete is incredible to see in our hometown.”

Fun Fact:

You might not know this, but the development project on Miner is considered a ten block corridor. From the railroad tracks all the way to Center Street.

*Photo courtesy of Siegfried Engineering.

Check out businesses in previous vlog episodes on our YouTube channel!

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Downtown Stockton Vlog

Caffeine Dreams: Amazing locally roasted coffee on my mind

Posted on March 29, 2022April 25, 2022 by digitalgear

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by Ben Sanchez

This month, I ventured out with my intern to visit more spaces in downtown Stockton. From the Waterfront Warehouse to the spacious Sycamore venue, we wanted to share the local coffee spots here in downtown.

Which one is your favorite?

Did we miss a coffee shop downtown?

How did you hear about the coffee shops?

What is your go-to coffee order?

Inquiring minds want to know!
Here is a quick recap of coffee runs with my team in downtown.

Legendary Coffee & Books.

Always be legendary.

Located inside the historic Waterfront Warehouse, the well-lit, relaxing atmosphere is a great space to visit for Temple Coffee and local pastries. We dropped by during our vlog in episode 3 to try some coffee and taste the wonderful Gunther’s ice cream from Sacramento. You can catch Renee and I sitting at the table and chatting inside their lovely shop on the vlog episode here.

Since then, I have stopped by on a few occasions to get coffee and peruse the books along the shelves. For the unique photo op, the space has a nice wall with the vibrant “Be Legendary” font stretching across a leafy green backdrop. Every customer would snap a picture to share from their favorite spot to support the awesome people who serve us coffee in the morning. I took a photo just outside the side entrance by the fountain. If you are in the area, step inside the warehouse and grab your coffee fix.

Trail Coffee Roasters.

Blazing trail.

A large, open café in the renovated historic Owl Drug Store building on California and Main Street, Trail Coffee is another local favorite with multiple locations in Stockton and Lodi. With large display windows, an outdoor patio, and a well-positioned roaster room, there is plenty of space to sit back and enjoy coffee and scones.

Mentioned on the latest vlog episode, Matt and I recalled the days when Trail roasted beans behind the building on San Joaquin where Huddle started. We would ride bikes on Miner Street and swing around the alleyway with large art murals following the scent of coffee. You can read and watch our conversation on the latest vlog episode here.

You can find their coffee at a small shop on the University of the Pacific campus in Stockton, and a new location in Lodi. I’m more partial to their hot chocolate (good hot cocoa is hard to find), even back during the days of Huddle 1.0. The new spot downtown is spacious with tables, chairs, and a merchandise area to take home those lovely Trail mugs and shirts.

**Bonus:** You can catch us hanging out on the outdoor patio at Trail with Amy Sieffert, owner of Goodstock Productions, in episode 4. Her team will sometimes work out of Trail in downtown Stockton.

Plaza Perks.

Tiny coffee shop.

Tucked away inside the Courthouse Plaza, this small café serves Cat & Cloud Coffee out of Santa Cruz, California. From sandwiches to breakfast burritos, every purchase goes toward helping a foster child in need. Throughout our adventures downtown, we delivered pizza to the staff, visited the arcade, and tried specialty drinks off the secret menu (I added tater tots in the breakfast burrito!)

I end up running into several community members and business owners here in this quaint hub. An iced white mocha is my drink of choice, but I advise heading to the Plaza before the crowds line up inside during the lunch hour. Every time I visit the cafe, their friendly staff always makes me feel welcome.

Empresso Coffeehouse.

Stockton staple.

Empresso Coffeehouse has not just one, but two locations in the downtown area! The longtime “staple of Stockton” serves locally roasted coffee near the IMAX movie theater in Janet Leigh Plaza. If you venture further downtown on N. San Joaquin Street, you will find a second location. Both locations offer indoor and outdoor seating. Empresso offers a variety of specialty drinks. For a quick breakfast sandwich, I stop by for an egg sandwich on a bagel with cream cheese and avocado. Sandwiches are made to order and come with several options. Each Empresso space is great to work out of the office for the day if you like that coffee shop vibe.

Arte del Café.

Art and coffee blend.

The latest coffee spot to open inside the Mexican Heritage Center, this café is a place where people can explore a large, open gallery space displaying local art. My intern and I recently stopped by to check out the space. The gallery behind the cafe rotates art once a month and is open to the public. With vibrant colored art painted across the walls, the cafe specialties are Mexican style lattes and desserts. Visually stunning art encompasses the west wall with stairs leading up to a loft type area. Large display windows embrace a small stage for open mic events they host during the month. If you are curious about this space on Market and Sutter Street, stop in early to grab some fresh pan dulce before it’s gone!

Red’s.

Cozy classic.

The tiny espresso bar on San Joaquin Street is nestled right next to The Golden Rose Barbershop. The large A-frame sign points customers to the red frame door, where you can order fresh roasted, fair-trade coffee. With amazing photography hanging along the walls, many Stocktonians reference Red’s as their “early morning spot.”

If you are up and about in the early hours heading downtown, this is the spot people talk about when it comes to coffee. The owner is incredibly friendly as he serves the community downtown. Cold brew and dark roast are key recommendations from the community members who frequent Red’s. Drop by, grab a cup, and say hello to another local small business.

Coffee spot.

Share your #DowntownStockton experience

While you’re exploring downtown – snap a photo and share it on social media with us! Be sure to tag us in your photos at @Downtownstockton and use the hashtag #DowntownStockton for the chance to be featured on our social channels.

Check out businesses in previous vlog episodes on our YouTube channel!

Subscribe now and catch all new episodes in downtown Stockton.

Downtown Stockton Vlog

Vlog Series: New Year, New Vlog

Posted on February 25, 2022April 25, 2022 by digitalgear

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By Ben Sanchez

This year, we brought Matt Amen to take part in our vlog series for a unique perspective of life in downtown Stockton. I remember meeting Matt at Huddle x Launch Pad to talk about the direction of the vlog for the new year. We discussed the idea for a few episodes based on someone who lives in the downtown area. Matt was instantly onboard with the idea of highlighting his normal routine in downtown Stockton. Whether he rides his bike or walks to work, he allowed us to film and talk about his life experience in downtown.

“Let’s do a walk and talk in downtown!” he says.

Matt Amen.

I joined Matt for a “day in the life” on his travels in downtown. Along the way, we dropped by Trail Coffee Roasters for coffee, dropped off laundry at Riteway Cleaners, made an appointment with The Golden Rose Barbershop, and then visited the new popup spot, DryCleaners. I learned a lot about some of the businesses here from Matt and the amount of knowledge he shares about each one.

He loves downtown. He loves Stockton.

He points to different art murals, filling my brain with information on the artist and concept behind these incredible visuals seen on the side of tall buildings. We stopped at Trail, chatting about scones, cruffins, and coffee. His vibrant red shoes tap against the floor. The unique, owl mosaic art greets our feet while we wait and chat about downtown. The coffee shop now occupies the historic Owl Drug Store building on the corner of California and Main Street. With a couple of warm cups of coffee, we venture off to The Golden Rose Barbershop to get a fresh cut. (Well, Matt gets a haircut anyway!)

A tiny detour.

On our walk down Main Street, across from the Chase building, we wandered into a building undergoing renovation. The dimly lit area stretches far back with random pillars and areas of paint beaming across the walls in vibrant orange, yellow, and purple colors. A business used to be here. “I heard it was called Disco Azteca,” the construction worker explained as we walk across the space. The building had been purchased by an investor with plans to begin work throughout the year.

Every location has a story that Matt keyed in on. His energetic smile is contagious as the worker happily shares information about the project. “It was really great talking with you two investors,” said the construction worker. With a puzzled look on our faces, we both look at each other, sip coffee, and casually head for the door. Matt laughs as we exit the space. “Don’t you love little detours like that?” he exclaimed.

Coats and Cuts.

I compliment Matt on his wonderful, pine colored coat. I drop a pop culture dialogue reference from Frank Miller’s Sin City. As the character Marv would say, “That’s one fine lookin’ coat you are wearin’ there.” Matt smiles, telling me the story behind the coat. His Uniqo tote bag, with a DSA teal beanie inside, hangs over his right shoulder as we enter the barbershop. The vintage shop, complete with several wide mirrors stretching across the walls, capture angles of human faces as they swivel in leather barber chairs. The giant scissor art chases a rose on the display windows lined with bulbs emitting a dimly lit glow into the shop. There is over 100 years of barbering history here. Something old, something new.

The previous customer steps off the chair and spent time chatting with us momentarily about video games before the snipping of blades was heard near the barber’s chair. Matt never missed a beat. His jovial expressions are seen from the mirrors as he talks to Stephen Herder, owner of Golden Rose Barbershop. Between cuts, my intern films the experience on a quiet day in downtown Stockton.

We lucked out with the weather, which can be quite windy as we walk down San Joaquin Street. The Golden Rose Barbershop has two locations, one downtown and another space on Miracle Mile (The latter space used to be Cal-Pine Barbershop on Miracle Mile).

Once Matt finished in the chair, he sprung up to check his hair in the mirror before we ventured off to Shop DryCleaners. Cue the teal beanie reappearing from the Uniqo bag.

Shop Local.

Just one block from the barbershop, the DryCleaners sign is propped on the corner to greet the public. DryCleaners is a vendor popup selling sustainable clothing, plants, jewelry, and vintage items (Also a mini fridge with specialty drinks from Cuco Etc.) Matt is particularly proud of this because of the collaborative efforts between Huddle x Launch Pad, Cast Iron Trading Company, and DryCleaners. Located on the first floor of the historic Belding Building, DryCleaners popped up next door at Cast Iron before moving over into a bigger space.

“This is really exciting! We are bringing some new vibes to the block,” he says.

The first floor is filled with a variety of products and items from vendors across California. With monthly scheduled events, and local musicians stopping by to perform at Cast Iron, the positive energy on the block is a welcome vibe for downtown.

He explained the collaboration with Oliver Opus, co-owner of DryCleaners, is bringing life near his area of downtown. Matt has always been an encouraging individual, inspiring Oliver and many others to continue their entrepreneurial venture regardless of the setbacks. “Sometimes it is easy to give up. I want them to succeed… I want to assist them anyway I can,” he says.

I hope you catch a glimpse of that when you watch the new episode of the vlog.

What’s Next.

Regarding the future of the vlog, I am happy to announce that Matt will come back for another episode to highlight the night life downtown. We had fun exploring some of the businesses he frequents in downtown Stockton. I hope everyone will enjoy the episode when it drops in March 2022. If you like our video, be sure to share it with others to see the amazing places downtown.

Sometimes it is easy to give up. I want them to succeed… I want to assist them anyway I can.
Matt Amen

Businesses

Watch previous episodes on our YouTube channel!

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Downtown Stockton Vlog

Vlog Series: Alternate Endings

Posted on December 3, 2021 by digitalgear

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By Ben Sanchez

When we originally started wrapping up our fourth episode of the vlog, we wanted to have an ending with Renee and Jason. I knew this was their final vlog episode and I wanted them to address everyone with their last thoughts before moving on to other amazing things. We have all worked hard to develop something that can highlight spaces downtown, and I thought it would be fitting for them to say a personal goodbye to you.

An alternate ending from episode 4!

While Jason was always behind the camera in each episode, this would be one of the rare times he is in front of the camera. Along with Renee, we asked Nessie from FarOut Foliage to use her space to shoot this ending. Of course, Nessie came through for us! We helped her spruce up the place before deciding to film a few takes for our ending. With lots of laughs and hugs, both did a fantastic job on this project. Check our YouTube channel for the uncut ending!

Watch the alternate ending on our YouTube channel!

Forever Falafel.

In this episode, Renee and I wanted to feature an older restaurant establishment. According to the people in downtown, Yasoo Yani is considered one of these “hidden gem” restaurants. The space is nestled in between the Courthouse Plaza and Stockton Collegiate just kitty-corner from Cort Tower.

During our conversation, I turned to her and asked, “Do you like Mediterranean food?”

She instantly replied, “Yasoo Yani!”

Part of the idea we both had for vlog food segments is to highlight a new place and an old place from downtown Stockton. We messaged Nessie to meet us for lunch and ordered the falafel. A first-time for Nessie, I always suggest falafel with the tzatziki sauce. Apparently, they also offer and serve a red sauce at Yasoo Yani (Who knew!) The Gyro is a nice, soft (no pun intended) introduction to someone who has never tried Greek food. It is also a bonus if you are vegetarian, but they have other lamb and chicken options for gyros.

After describing the falafel ingredients to Nessie and doing the initial first bite (a coordinated effort I might add), we can say it was an enjoyable experience.

The owner, Jim Aftias, stopped by to introduce himself. He intricately described the ingredients and process of making baklava and falafel. As I peered across the table, everyone fixated to every word, as he shared stories about the Greek festival and the restaurant. The wonderful thing about small businesses is meeting the people behind them. I am always fascinated with their story, and it gave me more insight into why I enjoy Mediterranean food and appreciate Greek culture.

Watch episode 4 on our YouTube channel!

I want to ride my bicycle.

A portion of the episode are places I had to visit on my own. On our visit to the HUB (Helping Urban Bicyclists), I introduced our team to Deacon Steve Bentley. He does a lot for the community at Helping Urban Bicyclists.

Fun fact, he fixed up my bike years ago when I decided to participate in a Full Moon Ride in downtown Stockton. Coincidentally, he participated in the exact same ride pulling up beside me to ask how it felt to take the old bike out for a spin. It felt good.

I imagine this is the feeling everyone has when they leave his shop on their bicycle. Veterans. Homeless. People from all walks of life enter the shop either looking for a used bike for work or need help fixing their old ride. If you are looking to donate an old bike to his shop or in need of fixing up your current bike, ask Deacon Steve.

Goodstock Productions.

We scheduled some time with Amy Sieffert and her team at Goodstock Productions to find out “What’s good with Goodstock?”

Trail Coffee Roasters is a workspace the team uses consistently. The hangout. In my freelance career as a writer, coffee shops are amazing spaces for work. Good coffee, good people, and good food (The scones are to die for at Trail!) Speaking of good, Amy and I met back at a Stockmarket event years ago and talked about Goodstock Productions.

Their flagship event, Stockmarket, is a pop-up event for local makers and vendors looking to sell their goods to the community. The event became a platform to help them achieve that goal. The company brought awareness for these entrepreneurs looking to build something great in the city of Stockton.

My initial introduction to Goodstock Productions was at Stockmarket, assisting vendors and helping move tables and boxes during event setup. I worked at a local nonprofit table and sold local honey. It felt like a rite of passage. As a vendor, you get curious about other vendors and the goods they brought out for the day. But what really piqued my curiosity are the people behind the event?

Who is the team behind the curtain making the magic happen?

In this episode, Amy tells us what they do, how they do it, and the core idea behind Goodstock Productions. I bet you have seen her in the media. She has been featured on radio and television spots promoting her brand. The event planning company is the crème de la crème in Northern California. Have you thought about hosting an event, but do not know where to start? Hire Goodstock Productions. No, seriously, contact them for a consultation. They produce elaborate, elegant events tailored to your dreams. I guarantee it will be the best investment you make to see your creative visions come true.

Watch full episodes on YouTube!

Guest Appearances

Nessie Huffhines, owner of FarOut Foliage
Amy Sieffert, owner of Goodstock Productions
Deacon Steven Bentley, owner of The HUB
Jim Aftias, owner of Yasoo Yani
Jason Millner – University of the Pacific alumni
Renee Icasiano – University of the Pacific alumni
Ben Sanchez – University of the Pacific alumni

Coworking Spaces

Posted on October 29, 2021January 16, 2024 by digitalgear

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By Ben Sanchez

On the busy cross street of San Joaquin and Weber, Eric Bodary, Facility Operations Manager for Huddle x Launch Pad, stands at the front of the Belding building expecting packages for clients. As we exchange greetings, Bodary suggests the second floor space for work. “You’ve got everything you need with a break room, bathroom, and conference room on the same floor,” he says. We walk through the lobby and take the elevator up to the main floor of Huddle x Launch Pad.

Conveniently, the mosaic patterned pathway I follow down the hall on the second floor stops at the entrance of the open coworking space. Small painted fingers along the wall point the way to the conference room, lockers, and printers. The large space on the second floor has several tables spread out with chairs, a printer station, and one dark green couch complete with pillows and a coffee table. Geometric painted designs dance across the walls underneath bright dangling light bulbs. This mixture of old and new decor resonate warm feelings that is begging for a rug to “really tie the room together.”

Something Old, Something New.

This month I decided to spend some time working out of a coworking space in downtown Stockton. The Belding Building, built in 1915, is a five-story structure named after Charles Belding, a farmer, businessman, and former mayor of Stockton. Today, the renovated building is quiet on the second floor. I place my backpack on the table and start setting up for work. I find myself at ease when trying to write content, as sunbeams from the window warm my table. Bodary stops by to find out what else I need before I start the day.

The second floor has several windows overlooking downtown Stockton, which only get better as you head to the fourth floor. The photography studio up on the fourth floor offer a room for creatives to capture incredible shots with natural lighting coming from windows along the east and north walls. With a variety of eating spots and coffee shops within walking distance, the location is ideal for running out to grab a quick coffee before heading back to work. Bodary was kind enough to watch my bag as I ventured out to pick up food.

He schedules me into the conference room and within a few minutes, I’m on the calendar for my next Zoom meeting. The large room is more than accommodating for my particular needs. For a team, it is the perfect space to meet with a modern conference table and chairs in the middle of the room. A bright orange bicycle hangs in the corner, as if it wanted to ride up along the wall. White boards have notes scrawled in marker from previous discussions and a large, flatscreen TV can be synced up for digital presentations and Zoom calls. With no one scheduled for the conference room, I had enough time to prepare my set up for a few back to back calls before heading back out to the coworking space.

Flexible.

Each floor offers something unique. I bounced around a few floors to get a feel of what is available. Open space. Private space. Private offices can outfit their space to accommodate their needs. I found lockers in another area for individuals looking to store personal items with their own lock and key. Art and photographs hang on walls on the first floor with a podcast room hiding old vinyl records on shelves and a small neon ‘On Air’ sign. Before the recording studio was developed, I recorded a podcast on the third floor. That episode yearned for a podcast studio, but now the space has one available for individuals to create content. The first floor amenities offer another layer to the already developed space inside Huddle x Launch Pad. The fourth floor lobby greets visitors with art and plant life before the elevators arrive to escort me to the next floor. Buttons light up with a loud ding signaling my arrival back to the coworking space.

Throughout the day, people walk up and down hallways to private offices. Members have keycard access to the building and work out of offices between the 2nd and 4th floors. Delivery drivers and mail carriers drop off items at the front desk. Huddle x Launch Pad can accommodate clients who are not available for pick up and store packages until they arrive on-site.

Did you know?

A new bike rack was installed right outside the Belding Building. This artistic bike rack installation could be the first of many in downtown Stockton.

Award Tour with Matt Amen.

Tours are available to schedule online and most freelancers like to work on the second floor for a day to get acclimated with the space. I’ve only visited a few floors on my visit to Launch Pad, but continue to return for the amenities offered when I need more flexible space or stability on a Zoom call (Dropped calls happen more than you think). Overall, it was a great experience to be back in a coworking environment. Huddle x Launch Pad is relatively flexible with what floor you prefer and I think once the ground floor renovations are complete, entrepreneurs can look forward to working out of another, large coworking space in downtown Stockton.

Vlog Series: Special Delivery

Posted on October 22, 2021 by digitalgear

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By Ben Sanchez

Throughout our adventures in downtown Stockton, we prepare to meet entrepreneurs opening their doors on a Friday afternoon. This Friday is different from the normal Friday because it is a ‘Fired Friday.’ Fired Mobile Pizza mysteriously rolls up to the front of the Sycamore in downtown to offer an alternative lunch special to local workers and community members.

On this particular outing, we thought it would be appropriate to give our intern some practice with the camera. We had him follow us around downtown and capture footage of our walk over to the Sycamore.

The Sycamore is a venue space with this semi-rustic feel when you step into the building. Located on Weber Avenue, Stockton natives might remember the venue as The Plea for Peace Center that promoted all types of rock shows and community events in downtown. Today, Fired Pizza occupies the parking lot space just outside the Sycamore. Large iron gates roll away as setup begins for the lunch crowd on Friday.

Fired Mobile Pizza.

Jason and I got a message from Daniel Correa, owner of Fired Mobile Pizza, about doing some pizza delivery work. When we arrived at the parking lot, all of us ordered our own Neapolitan Artisan Style Pizza. The truck, like any great food truck in Stockton, has a loyal fan base monitoring their next popup location across the city.

We introduced Nessie Huffhines, owner of FarOut Foliage, to the pizza spot for the vegetarian options they offer to customers. Once the fire was lit, pies were flying into boxes and prepped for delivery.

We dropped by two specific locations for each delivery. Uniqo Salon on California Street and Plaza Perks inside Courthouse Plaza.

None of this was scheduled to be a part of the vlog and happened about 30 minutes before we were preparing to shoot content.

I love the spontaneity of the vlog. I think this is genuinely the best part for Jason and I because it keeps us on our toes. Creatively, it allows us to develop and showcase the experiences you see downtown in the vlog.

UNIQO.

Patty Ayala, owner of Uniqo, knew ahead of time we were dropping by with pizza for her staff. Since Jason is a super fan at Uniqo, he dialed up Patty to give her a heads up on the delivery drop at noon.

Plaza Perks.

Plaza Perks had no clue we were dropping off pies. The staff was genuinely surprised and I think everyone that played the part, delivered in spades. I even got to say hello to the Executive Director of Parents by Choice, Tony Yadon. We caught the staff at the right time during a team meeting. I offered some fun facts about Fired Pizza before they opened the boxes to get a whiff of the amazing, specialty pizza.

Support Local.

I think the importance of these experiences show you the people behind the counter and connect us with entrepreneurs in our community. The key element for small businesses is the people. The clients get a sense of the entrepreneurs behind the brand. You learn who they are and hopefully, you stay to listen to their story. They are trying to build lifelong relationships with you. If I feel welcome at these establishments and get a sense of belonging, I most likely will return to grab a coffee, eat a sandwich, get a haircut, and watch a musician perform in downtown Stockton (Not particularly in that order).

Overall, our experience was positive. When you support local businesses, you do more than just buy a product or service — you help build their dream. These people take risks everyday to chase the dream, develop it, and execute their lifelong plans. Most of the time, we are all along for the ride. I can tell you first hand when I started writing about students at University of the Pacific, I never thought that hands-on experience with the marketing team at Thomas J. Long school of Pharmacy would lead me to the coworking and startup culture. I was honing my craft in small increments and learned about entrepreneurship. Adding skills to the toolkit, as my professor would tell me. My writing would lead to developing small business articles in San Joaquin County.

Thanks for sharing!

My goal was always to listen, create, and deliver the best story for each entrepreneur. I was merely the passenger working alongside these individuals to get that story to a larger platform.

They all have stories to tell, we just need to take the time to listen. While all the compliments I received about my work from experienced writers have been positive, the best compliment is directly from the individual I interviewed for the story. The people who struggled to maintain the business. The people who, despite everyone telling them no, went ahead with their plan and did it anyway. The people who followed their passion to develop an idea and push it out into the world. Thank you for taking the time to share your stories with me. Without you, there would be no story.

Guest Appearances

Nessie Huffhines, owner of FarOut Foliage
Daniel Correa, owner of Fired Mobile Pizza
Patty Ayala, owner of UNIQO
Plaza Perks staff
Jason Millner – University of the Pacific alumni, UNIQO Top Fan
Renee Icasiano – University of the Pacific alumni
Ben Sanchez – University of the Pacific alumni

Dealerz Choice: Vibrant Makers

Posted on October 6, 2021 by digitalgear

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By Ben Sanchez

Colorful clouds hang from the ceiling inside the Dealerz Choice store tucked away behind the Plaza Perks Cafe on the main floor of the Courthouse Plaza. The cloud colors cycle through blues, purples, and greens.

A projection screen flickers with pop culture content on the empty back wall of the shop. Rows of collectables sit side by side on shelves and vibrant colored custom apparel hang on clothes racks inside the space.

The Courthouse Plaza vibes are different nowadays in downtown Stockton. You can feel it when you swing the double doors open with an aroma of coffee and food lingering in the air. The bleeps and bloops of arcade noises emanate from the lower level. Yes, an actual arcade space is active on the lower level of the Courthouse Plaza with a painted mural on the wall. Random canvas art fills the lobby next to old photographs of downtown. There is a lot of history along these walls.

Businesses are open to sell their wares and services with decals spread across display windows. The hallway pinboard is filled with flyers promoting the latest events throughout the downtown area. A line of people wait to grab coffee to go and others, like myself, just happen to stumble into a unique interior mall structure in the heart of downtown Stockton.

Meet Michael Allen, Owner of Dealerz Choice.

From the outside, you would think walking through the doors lead to one main floor as you enter the building. The plaza is actually a 3 tiered building with lower and upper levels for office and work space. Michael Allen, owner of Dealerz Choice, hangs up new tie dye shirts and hoodies on the clothes rack. “How’s it going?” says Allen. We sat down to talk about the name and concept of Dealerz Choice.

The shop is not just selling collectables. The idea is to provide a platform to makers and artisans who have no storefront and give them a space to showcase their products.

Allen has been an entrepreneur all his life. When he started thinking about a business, he teamed up with local maker/artist, Alexander Garza, to develop an idea for a storefront that encapsulated all of their interests. With Garza creating art, they thought a co-op space for makers would be an ideal choice in downtown Stockton. “We needed a tangible space to show off what we can do — I wanted a space to show what he (Alex) can do. We had something to work toward and build on rather than do everything at home,” says Allen.

What is Dealerz Choice? Watch the video here!

https://youtu.be/SrxRh68wSNg

Pop-up shop.

With new ownership at The Courthouse Plaza in downtown Stockton, Allen inquired about a new space opening on the main floor. “The Courthouse Plaza is a really great space — a cool atmosphere being renovated with major changes coming up for the building,” says Allen. Eventually, Dealerz Choice appeared like a rolling cloud, similar to the decor hanging from the ceiling.

Allen shared his vision for the business and along with Garza, they create a positive atmosphere in the downtown scene and within the Courthouse Plaza. “There is a lot of foot traffic happening downtown and we want to help add to that with what we do here in our space,” says Garza.

The business provides a fresh perspective with the pop-up shop trend. However, the pop-up shop is here to stay. Makers and artisans constantly seek new avenues to locate spaces to sell wares and build brand awareness. A temporary pop-up for a maker can be a great stepping stone to owning a brick and mortar. Now that all the cards are in place, Dealerz Choice can offer the space to makers. “We want to be the place for local artists and vendors,” says Allen. “Vendors pay a monthly fee to utilize the space and we help promote their brand.” The businesses downtown, specifically with retail shopping, continue to see consistent growth in the surrounding area of the Courthouse Plaza. Ideally, Allen is looking to collaborate with as many individuals who are interested in being a part of the revitalization in downtown.

Onomatopoeia.

Customers may inquire about the cloud decor in the shop (they make custom clouds to order), but the logo is actually an onomatopoeia.

It is a jumble of all the things we are into. A little bit of everything.
It is eye-catching.
Michael Allen

Why downtown Stockton?

The Courthouse Plaza was a great opportunity to create a space here for vendors. We have amazing potential for future events in downtown.

How can the community support you?

Reach out to us on social media and stop by the shop. Stay in contact and share our upcoming events and vendor pop-ups.

How did you come up with the name of the business?

Dealerz Choice was kind of a joke at first, but we ran with it. The z is a trendy, retro thing. We were into shapes and the organization of letters.

There is a lot of foot traffic happening downtown and we want to help add to that with what we do here in our space.
Alexander Garza

Vendor pop-up.

Did you know you could pop-up at Dealerz Choice?

“I want to continue providing a phsyical space for vendors and makers,” Allen says. While Dealerz Choice has only been open a few months, the shop hosted a large vendor pop-up on Stocktoncon weekend, collaborate with artists for a launch party, and continue the momentum by promoting future events at Courthouse Plaza.

Address: 306 E. Main St. STE 208
Phone: 209.353.9004
Hours: 10 a.m. – 5 p.m.
Monday – Friday

Vlog Series: Sayonara

Posted on October 5, 2021 by digitalgear

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By Ben Sanchez

As the season changes, the leaves flutter in the wind across downtown Stockton. The air surrounding us shifts as we move in a different direction this month. The last episode with our influencer, Renee Icasiano, comes to an end on the vlog. My original pitch of 7 episodes for a vlog with an influencer was successful only to a point. Renee was only going to be a part of 4 episodes before we moved in a different direction with our final 3 episodes.

Hopefully, all of you have enjoyed what we put together over the summer. There was a lot of great talent involved creating this project. We did some fine tuning to our introduction and the flow of episodes synced up to create new content for downtown. I picked music that would be copyright friendly (Thanks Otis McDonald!), but also encompass the vibe of what we were looking for with the vlog. In each episode, not only did we highlight small businesses in downtown, we got to meet new people building something great in our city. Before we say goodbye, I want to give you some ‘behind the scenes’ and share a brief story with you about Renee.

Renee Icasiano.

Renee was always my first choice as an influencer because she lived in Stockton, built a great rapport in the community, and continues to be a positive influence with her brand. She checked a lot of the boxes I was looking for not because of her experience in Stockton, but her familiarity in front of the camera as a performer.

Renee and I initially met back in 2009 at University of the Pacific in Communication. Our mutual, late friend, Angela Karim, made the introduction, but we never did cross paths again until 2017. Renee moved on and served in the Army for 4 years right after we met in 2009.

Around 2017, I assisted my artist friend at a local event in downtown Stockton. The event promoted local artists, musicians, and small businesses. One of the performers on stage was Renee. I saw this woman in heels wearing an elegant outfit step onto the stage at Channel Brew Company to perform music. I recognized her voice during the introduction and to my surprise, she started performing hip hop.

After her performance, she purchased some art from my friend and I went to reintroduce myself. Since then, we reconnected and worked on several projects together throughout the Stockton area.

With an elegance and professionalism that is unmatched in the 209, she required little direction from me on how to approach the vlog. She understood the vision of where we wanted to take each episode. I valued her creative input when we reviewed content, and we often had great synergy on the places we wanted to visit throughout our 4 episodes together.

I brought along a great group of people on this journey. Each of them contributed to what you see on YouTube. This was not a project developed solely by one person. There were roadblocks and challenges we met along the way, but we slowly overcame them in each episode.

Not only do we bid adieu to Renee, but we also say sayonara to Jason Millner.

Jason Millner.

Jason was the ‘man behind the cam.’ My professor told me once in my studies that certain individuals have the eye for camera work.

You can’t teach it. You either have it or you don’t.

I can definitely tell you after working with a few skilled videographers that Jason has ‘the eye’ for it.

The shift in marketing this past Spring left Jason wondering what type of work the department would produce moving forward.

I still laugh when we had our initial conversation about pitching the vlog, developing reels, and fine tuning the Doorways to Downtown episodes. He told me he thought he would have to ‘carry the new guy’ over the summer.

With only five months of working together, I can say it was an honor to work with Jason on this project. I am not the only one that can say that either.

Several people downtown who got to know Jason and work with him can see the skill and passion he brings to each video project. Many business owners recognized his talent and hired him to help their business. Jason knew the vision of what we were trying to achieve with the vlog and loved helping small business thrive in downtown Stockton.

While he prepares for his next journey, I am excited to see where the camera will take him. He has incredible potential to hone his craft and continue visual storytelling.

Surprise.

For episode 4, I can say it was full of surprises and experiences that happened last minute. Each episode had unexpected turns and natural conversations.

I never scripted anything (Napkin notes).

I never scheduled half of those people to appear in our episodes.

When Renee asked one of the workers at the Waterfront about a new business opening in September, we had no idea the owner was available to chat with us about the business.

We got curious.

We told the waitress about how great our food tasted at Yasoo Yani, 10 minutes later the owner drops by our table to explain the method of making baklava.

I always pitch “Be curious” to students when I do guest speaking for colleges in Stockton and Sacramento. Out of the ten fundamentals of public relations, curiosity is always my number 1. It opens up dialogue with people. If we didn’t ask those questions or inquire about something specific, how would we know? How would we hear their story? Storytelling is a key component in any form of content you create with a brand. It unfolds naturally in the vlog. I hope we were able to capture that and convey it to you in our content.

As the director/producer, I have to coordinate schedules and dates for the places we visit. What happens along the way is magic. Who could we meet? What can we experience in that episode?

I do a lot of improvisation. I might give a general idea of where to shoot it or what to look for, but everything just happens when it needs to. I have ideas for bits, but when we all get together some unexpected event unfolds for us. We brought along friends who felt comfortable with us. I think that is important. How can we get the best story out of you if you feel uncomfortable? We ran into a lot of people who just wanted to talk with us. I bet with all the b-roll, we probably could give you more than 7 episodes! For everyone who popped up in the first 4 episodes, thank you! This project would not be where it is now without some of you agreeing to be on camera.

Thanks!

With that said, I also want to thank Jason and Renee. Both were a huge part in why the vlog was successful! I hope you can take these vlog experiences with you and tell people about it. Share it with those people who don’t know about Stockton and continue to create positive content in future projects.

Huddle x Launch Pad: Inevitable Destination

Posted on September 15, 2021 by digitalgear

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By Ben Sanchez

The first floor of the historic Belding building on the corner of N. San Joaquin and Weber Avenue has large display windows for onlookers who will spot art hanging on the wall, and one small room with vinyl records on shelves. In the corner of the small room window is an ‘On Air’ sign facing the street.

Modern furnishings and plants populate the room to round out the space with a uniquely woven design of the Launch Pad logo placed along the side entrance wall.

Upon my arrival, a woman waited to enter the appropriate passcodes at another entrance to the main floors of Huddle x Launch Pad. I helped her contact Eric Bodary, Facility Operations Director, who maintains the front desk on the second floor.

Eric Bodary, Facility Operations Director.

We keyed in our not so secret codes and a signal was transmitted up to Bodary, who greeted us through the intercom. “I was expecting you. Come on up, I’ll buzz you through,” he says. The door buzzed and we all walked through the lobby waiting for the elevators to carry us up to the main floor.

Elevators ding on arrival and we took a ride up one floor to chat with Bodary about the coworking space in downtown Stockton. Bodary grabs mail for the woman and we say our goodbyes before venturing off on a tour of the second and fourth floors.

When I asked Bodary about Huddle x Launch Pad and how he explains the concept of coworking to people unfamiliar with it, he says, “We are like a rental office on steroids — we offer more than just a rental space.”

What is Huddle x Launch Pad? Watch the video here!

What is coworking?

For anyone unfamiliar with the term, coworking is a shared, professional workspace. However, several cowork spaces offer additional services including kitchens, meeting rooms, photo studios, private offices and more. Huddle x Launch Pad provides all of this within the coworking space downtown making it accessible for entrepreneurs in Stockton.

The unique element about coworking is the people working in the space. During my time in coworking spaces across California, my experience with freelancers opened up a collaborative avenue of information and ideas. It creates a community.

There is something special and meaningful behind it that inspires your work. The people may not be familiar with you or the scope of work you do, but in a short period of time, the conversation is filled with high energy. A vibrant atmosphere encourages any freelancer renting a space for the day. It feels rejuvenating to meet others in the field working on similar problems. The unique interconnection between people creates a wave of positivity to discover solutions to those problems. The entrepreneurial spirit courses through the veins at these facilities with a modern feel, but containing an element of nostalgia within the historic framework of each building. This theme is similar to other cowork spaces I’ve visited from Sacramento, San Francisco, Tracy, and San Jose.

Let’s make magic.

While we waited for the Community Manager, Matt Amen to arrive, Bodary shared his insight on being a part of the space where he met Matt in 2016. “I actually started at the original location on the first month they opened,” he says. “I signed up as a member, shifted over to helping out until finally being hired on.” Bodary is the guy working in the background, where Amen typically handles the front end of the business from tours to speaking engagements. The duo created magic by bringing more people into the space through events and community gatherings.

With the Stockton coworking space gaining national recognition for their work, Launch Pad reached out. The team partnered with Launch Pad over 2 years ago, and their grassroots efforts set the stage for expanding into the first floor of the Belding building. “Launch Pad was created out of New Orleans in a need for small business space after Hurricane Katrina,” Bodary says.

Matt Amen, Community Manager.

We head back down to the first floor just as Amen rides up on a bicycle. The timing was impeccable. “This is exciting,” he says. “I’m excited for what we can do in this place.” The small podcast room is readily available for entrepreneurs ready to dive in and create content on the first floor. While the conference room is still being prepared, furniture is placed and ready for entrepreneurs to start their dream.

Amen has been busy in the background working diligently on providing a comfortable space for small business owners and entrepreneurs. “I wanted to help build a space I felt comfortable in and that the community can feel comfortable in,” he says. “I got to see this place grow and be a pillar in this community, especially our entrepreneurial community.”

Why downtown Stockton?

Downtown has a rich history. There are wonderful buildings and people here.

How can the community support you?

Check out our space. People are looking for something historic and new at the same time.

I wanted to help build a space I felt comfortable in and that the community can feel comfortable in.
Matt Amen

Create.

Did you know Huddle x Launch Pad has a photo studio on the 4th floor?

“We are calling it Studio 419,” Amen says. While the studio has only been open a month, the feedback from people who used the space has been positive. With incredible natural lighting and additional equipment for photographers on-site, the studio and first floor expansions are key milestones for Huddle x Launch Pad.

Address: 110 N. San Joaquin St.
Phone: 209.323.4389
Hours: 8 a.m. – 5 p.m.
Monday – Friday

Wall 2 Wall Fashion: You will find it all

Posted on August 2, 2021 by digitalgear

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By Ben Sanchez

Hanging signs emit flickering lights to grab the attention of people passing by on South San Joaquin Street in downtown Stockton. A row of mannequins line up outside a storefront showcasing a unique fashion style to passersby peering inside a large display window. The spinning disco ball glimmers above the historic doorframe architecture, now occupied by a new small business.

Wall 2 Wall Fashion by Santana, is hand-written on the whiteboard sign outside the shop. An arrow points to an old vintage door at the storefront. The large audio speakers emit a soulful sound as I ventured into the space. I noticed the high ceilings and immediately understood why the shop is aptly named Wall 2 Wall. Sante Gayle, owner of Wall 2 Wall Fashion, greets us behind the counter. “Welcome to Wall 2 Wall gentlemen,” says Gayle. He reaches for a high-reach garment hook to place clothing along the wall. “I can display all of these unique pieces from wall to wall in this retail space — that’s where the business name originated from.”

The clothing is vibrant and seasonal with an array of women’s designer clothes that customers can view up to about 30 feet. From accessories, shoes, and jewelry, you can “find it all at Wall 2 Wall,” says Gayle. Along with men and women’s apparel, he does custom orders for clothing designs to accompany the accessories inside the shop. With neo soul beats in rotation playing from his Xbox One, we got to vibe with Gayle on how he started his business, the vision for Wall 2 Wall, and a brand new storefront opening soon in downtown.

Meet Sante Gayle, owner of Wall 2 Wall Fashion.

Gayle, born and raised in Stockton, lived off of American Street. He spent a majority of his life in Stockton before he went to college, played basketball, and traveled the world with AND1. While he toured to other countries playing basketball, Gayle had conversations with his uncle about his experience as an entrepreneur.

After completing his basketball journey, he started researching how to build a small business in downtown Stockton. “I decided to take a step toward being an entrepreneur here and building something where I live,” says Gayle. ”Downtown is nice because of the people — I wanted my store here to help my people and beautify my city.”

Design and Inspire.

Throughout his experience, Gayle sold a variety of clothing from hats to jerseys. He developed a plan to start his business before launching Wall 2 Wall Fashion last year during the pandemic. With insight and inspiration from his uncle, he continued forward, studying fashion trends and learning what it takes to operate a successful business.

From casual to dress apparel, Gayle originally stocked inventory with a more uniform, work savvy look, specifically for women in business. However, that trend has shifted toward a sexy, sophisticated, and intelligent style. “Women come in for seasonal fashion designs. Lingerie or a swimsuit look during the summer is what they look for when they visit my store,” says Gayle. “We give people a personal tour of fashion — they can pick and pull from any kind of idea to design something unique.”

Why downtown Stockton?

Downtown is about the people. Beautifying my city is exactly what I want to do.

How can the community support you?

The best way to support us is to come down and experience Wall 2 Wall.

What is different about Wall 2 Wall?

There hasn’t been a shop like this in downtown for a long time. Our location, clothing, accessories, and customer service with clients offer a welcoming experience for people who live near the downtown area. We offer women and men’s apparel, along with plus size clothing.

Our walls go 30 feet up to give people an optimal view of the designer clothing in our space downtown.
Sante Gayle

Make it unique.

Did you know Wall 2 Wall Fashion carries limited designer clothes?

Gayle works closely with his clientele to assist in their fashion choices, offering a unique custom look for any season.

While he manages several businesses, Gayle is actively involved in his community coaching at local schools and programs passing on knowledge from his experiences playing basketball around the world.

Address: 31 S. San Joaquin St.
Phone: 209.313.8811
Hours: 9 a.m. – 9 p.m.
Open 7 days a week