San Jose launches cultural shopping district to boost local businesses

The San Jose City Council has initiated the creation of a new business district on the east side of the city, known as the Tully Road-Eastridge Business Association (TREBA). This initiative aims to enhance the cultural shopping experience along the Tully Road corridor, which stretches from Highway 101 to Capitol Expressway. The district is expected to support nearly 550 local businesses by fostering a safer and more appealing environment for shoppers. Christina Bui, a second-generation business owner in the area, played a pivotal role in advocating for this new district after witnessing the struggles of her neighbors during the COVID-19 pandemic. Many local businesses faced challenges such as crime, trash, and a lack of foot traffic, prompting Bui to take action and help others navigate the complexities of securing financial assistance. The proposed business district will allow local businesses to contribute to a fund that will finance ongoing improvements, with annual contributions ranging from $300 to $450. San Jose Mayor Matt Mahan emphasized that a cleaner, safer commercial district with a distinct identity would attract more visitors, ultimately benefiting all businesses in the area. With San Jose being home to the largest Vietnamese population in the U.S., there are plans to promote Tully Road as a cultural destination. Initiatives include installing banners to highlight the area and organizing the Tully East Festival at the end of September to draw more visitors and support local commerce.