The contract for so-called wayfinding signs are intended to help new visitors navigate the downtown. While many business owners have long asked for the signage, some are objecting to the wording of the signs.
The district would affirm the downtown’s Latino character and promote well-being of its working-class residents in the face of gentrification. Critics say it smacks of reverse racism and would be unwelcoming to newcomers.
The district would affirm a Latino identity for the downtown and focus on “wellness” goods and services, such as groceries, meals, health and personal care products. It could also reignite a years-long gentrification debate.