In honor of Latino Heritage Month (September 15 – October 15), the Office of Economic & Workforce Development (OEWD) created an online resource (sf.gov/latino-heritage-month) to spotlight an array of City partners and small businesses whose incredible work ensures that San Francisco’s Latino community continues to thrive.
“Latino Heritage Month is a great opportunity to reflect on and actively reinforce the incredible work we’ve done with our nonprofit and small business partners to support the economic vitality of San Francisco’s Latino community,” says Sarah Dennis Phillips, Executive Director, OEWD. “Our city is richer and stronger because of our diversity, and our office is committed to responding to community needs and investing resources to sustain and grow Latino-led initiatives.”
Free, fun public events abound throughout the month. Organized by the Consulate General of Mexico in San Francisco in partnership with various City and local organizations, the annual El Grito de Dolores (Mexican Independence Day) celebration in Civic Center Plaza takes place this Sunday, September 15, 4 –9 p.m. with a flag-raising at 8 p.m. Mayor London N. Breed will be the guest of honor at the event. On September 21, Calle 24 Latino Cultural District hosts the annual Fiestas de las Américas from 11 a.m. – 6 p.m. with live performances, food vendors, and 24th Street festooned with traditional papel picado. On September 26, 5:30–9 p.m., Mayor Breed along with Treasurer José Cisneros, Assessor-Recorder Joaquín Torres, and Supervisor Myrna Melgar hosts the annual Latino Heritage Month Celebration and Award Ceremony at City Hall. This year’s theme is El Sueño de San Francisco Vive (The Dream of San Francisco Lives).
National Taco Day is October 4, and OEWD is partnering with Mission Lotería to host guided and self-guided Taco Tours of the Mission from noon to 8 p.m. This event is designed to highlight some of the small businesses that are the beating heart of the Mission District and Latino food scene.
"We're super excited to showcase the iconic taquerias of the Mission District this National Taco Day, which is also during Hispanic Heritage Month!” states Luis Quiroz, Creator of Mission Lotería. “The Mission District is home to a variety of Hispanic customs and traditions that are best experienced through food and culture. Through events like our Mission Taco Tour we are able to showcase that in a way that supports our small businesses and restaurants and brings people together.”
OEWD celebrates the opening of three Latino-run businesses: Mi Rancho Supermarket, which is now open in the Bayview at 5900 3rd Street; Rooster Peruvian Rotisserie, a new restaurant at 2859 Mission Street; and Taboo salon at 2352 Market Street. Established by the owner of Healing Cuts, Ismael de Luna, Taboo is a wellness center that offers haircuts, nail services, and massage. Like Rooster Peruvian Rotisserie, de Luna’s new location was supported by the City’s First Year Free program, which waives the cost of initial registration, license and first-year permit fees for qualifying businesses. He also received an SF Shines Grant that supports property improvements and Storefront Opportunity Grant, which helps entrepreneurs secure new commercial leases. The public is invited to the opening celebration on September 21 from 3 – 6 p.m.
“Thanks to Mayor London Breed's investment in the Storefront Opportunity Grant program and continuous help from the Office of Economic and Workforce Development, I was able to open a second location to expand my services for the community in the heart of the Castro and all of SF,” says de Luna. “I am super excited to celebrate the grand opening on September 21st and continue to show that San Francisco is a leader in supporting small businesses. The First Year Free program gave me the extra kick-booster to open my doors. I’m grateful and proud to say that I’m a San Franciscan and a business owner. Thank you so much for all the support!”
Popular Bernal Heights Mexican restaurant, Los Yaquis, celebrates its 5-year anniversary with a 10% discount promotion on September 17. In addition, each day throughout the week will feature a different meal special as a way to thank the community for its support. Los Yaquis, which recently received a Vandalism Grant from OEWD to repair damaged caused by a break-in, remains committed to serving the community.
"Even though we've had a tough time with break-ins, I'm very grateful for the City's Vandalism Grant," says Samuel Aguirre, owner of Los Yaquis. “It's been a big help in getting everything back on track. This kind of support really helps us keep moving forward and stay connected to our community.”
A walk through the Mission transports visitors through the flavors and craftsmanship represented across Latin America. For Latino Heritage Month, we highlight unique apparel stores that received support from the City. Mixcoatl (3201 24th Street) and Luz de Luna (3182 24th Street) specialize in authentic, original Indigenous handmade arts, jewelry, and clothing. Frida’s Closet (3473 25th Street) features traditional Mexican and Latino-inspired clothing and Made in the City (5750 Mission Street) offers unique urban wear.
According to Vincent Mabutas of Made In The City, “OEWD’s Business Training Grant program helped my business reach heights that I can only imagine. With their guidance, I was able to design a business plan that would become a blueprint for me to scale my business effectively. More importantly, with the funds I received from the grant I was able to allocate a portion to inventory, rent costs and equipment that will assist me in keeping my production costs low in the long run. The grant has helped fast-track my dream of being a San Francisco business owner and I will forever be grateful.”
Film SF (San Francisco Film Commission) is partnering with San Francisco International Airport’s SFO Video Arts and Public Library on a series of public screenings spotlighting local, Latino filmmakers. More information about the lineup and about other Latino Heritage Month events throughout the City can be found on the online resource page, along with a “Perfect Day in the Mission” itinerary curated by the Office of Small Business.
Latino Heritage Month was created in 1968 under President Lyndon Johnson and enacted into law in 1988 under President Reagan. The month-long celebration kicks off on September 15, which corresponds with the anniversaries of independence for Mexico, Honduras, Costa Rica, El Salvador, Guatemala, Nicaragua, and Chile.
The Office of Economic & Workforce development strives to create a thriving and resilient economy, where barriers to economic and workforce opportunities are removed, and prosperity is shared equitably by all. Visit sf.gov.org/oewd.