Building Community was the feeling in a local Santa Ana, CA neighborhood. I found some local entrepreneurs and business owners who had activated the entire parking area of the strip mall they are in to host free entertainment and vendors. In this neighborhood family fun events that are free are rare. Bow Down Clothing spearheaded the fun of coordinating with Thump Records. On-air personality Groove of Groove Shack radio was the MC for several hours presenting independent vocal artists like The Blaxican aka MXKAA( Moka) complimenting signed Thump Records artists like Dodger Girl Amanda Carrera.
There was a canvas being created by Sinister Monopoly and vendors offering other types of artistic expression like Cholo On A Low Low an artisanal plush toy offering with multiple characters, and other vendors like Kitty.KornerB and Deandra Channelle Clothing were displayed, while car clubs were represented. When Jesse the owner of Bow Down Clothing was asked why he chose to spend his marketing dollars on doing this event as opposed to other marketing he said “This is a great way to show my business and get locals to give life to this mall that is close to them.” Bow Down Clothing was using its digital presence to blow up the event as well. Jesse continued “I think maybe we will do this on a Sunday next time” Jesse relates this is another slow time of the week for the mall. Community outreach doesn’t always click right away but if consistent people will show up.
Pop-up events like traditional farmers markets and swap meets can become a local nexus for the community. It is laudable that these owners see the value of building community to help their bottom line.
Story by Michael Caro
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