
Valencia Street
Role: Researcher

About
Valencia Street was the target of a case study in San Francisco, CA. It needed its own representation by setting its differentiation clear from other streets and neighborhoods in the area by creating a brand around it.
Challenge
Project
Every neighborhood in San Francisco is well-defined and prominent in its image and culture. The main challenge was during the selection process because finding an area in San Francisco that had not yet been branded before was difficult. Moreover, covid restrictions created an obstacle throughout the research process.

Alley connects Valencia Street to Mission street
Process
The research process included different forms of research, secondary to primary research. Secondary research was necessary to obtain the history of the Street to help clarify why it is the way it is today versus primary, which helped identify firsthand the culture and atmosphere of the Street it stands today.
SECONDARY RESEARCH



Street's History
The name Valencia came from Jose Manuel Valencia or his son Candelario Valencia. It is unknown whether it came from the son or father. Jose Manuel Valencia came from Sonora, Mexico, in 1775 with a company named Anza's company. California historical society documents indicate it pre-dates the formal naming of the Street in 1847 (Wieners, 1997). It is set that the Street is at least 149 years old (Wieners, 1997).
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However, in 1906, the San Francisco earthquake hit, destroying most of Valencia's Street structures, including the Valencia Hotel, among other street landmarks (Robertson, 2015). Moreover, when it comes to cultural history; in the '70s, the Street earned the name "Where the women are" mainly because of the women's building located on 18th near Valencia Street, and sometimes people called it "The women district" This naming happed in 1983 (Robertson, 2015).
References:
Robertson, M. (2015) Then and now: How San Francisco's Valencia Street used to look. SFGATES. https://www.sfgate.com/local-donotuse/article/valencia-street-mission-district-change-photo-hist-12991916.php​
Wieners, B. (1997) Valencia's Story, Shaping San Francisco's Digital Archive@Foundsf.https://www.foundsf.org/index.php?title=Valencia%27s_Story
PRIMARY RESEARCH



Visiting Location
The pandemic was affecting the life and vibrancy of the Street. Typically, Valencia Street was always full of people, and its shops and restaurants were busy with people going in and out, yet the picture was different. Visiting the location helped define a more accurate and direct perspective of what was happening on the Street during this world event.
Moreover, one of the significant differentiations about Valencia Street, it is common to see a Peruvian restaurant next to a vegan, Japanese, Spanish, Mexican, or Greek restaurant within steps of each other. Its convenience is taken to a different level.
Valencia Street sits right in between Mission street and Noe Valley. The Mission district is known for its high volume of Latin culture, diversity, and art in the other hand Noe Valley is full of bakeries, restaurants, and shops that have a more European cultural influence. It is known for being a quiet neighborhood, unlike Mission Street. Valencia Street is a block from mission street and a few from Noe Valley, yet its own culture and personality. It is a melting pot of both cultures.
Interview Process

There were interviews with people familiar with the Street's culture and atmosphere. Three strong candidates were found; Jacobo, who grew up in the area; his parents, who took him there in 1994 and have visited the place ever since.
Timothy, he moved to the bay area for college and has visited the Street for about ten years. He is familiar with the restaurants and shops.


Karen, has been living in the bay area for almost ten years and has considered Valencia Street the place to go with friends since college for about six years.
The findings displayed an agreement across the board about the overall look and feel of the Street's atmosphere. All three interviewees said the Street felt lively, vivid hipster, with a heritage culture atmosphere. Moreover, it has been gentrified over the recent years. Valencia Street has a sense of vividness. Its restaurant variety allows large groups to be accommodated according to individual preferences. Valencia Street is all about having a good time.
CASE STUDY RESULTS




Competitor Analysis

The location stood out because it is a location clearly depicts San Francisco's diversity. It represents the city's cultural diversity and gentrification. Valencia street sits right between two completely different cultures: the Latino culture and the more northern European influence. However, Valencia street does not match either due to its mix between the two. In conclusion, Valencia street embraces both sides, which is why the title THE BRIDGE BETWEEN TWO WORLDS will fit the Street to be branded to the public. Valencia Street is
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THE BRIDGE BETWEEN TWO WORLDS.
Project Overview
My role in the project
The place branding process was a conceptual project based on a neighborhood or part of San Francisco City's representation by setting its differentiation and creating a brand around it. The main challenge was that San Francisco was well-defined and prominent in its image and culture.
Valencia Street was selected for this project because it has seen significant cultural changes, making it a substantial part of San Francisco's tourism. It is right between two completely different cultural neighborhoods: the Latino culture and the more northern European influence. The place is a mix between the two, making THE BRIDGE BETWEEN TWO WORLDS the best fit for a rebrand.
