Background

Little Saigon is known worldwide as a place of rich Vietnamese culture and history, complemented by the vast range of commercial activity that takes place in the area. Originally rising up to meet the needs of the Vietnamese refugees that lived in the area, Little Saigon presented incredible opportunities for small businesses and entrepreneurs while offering goods and services to the growing immigrant community.

As time has gone by, however, both the Vietnamese-American community and the greater central Orange County region have evolved. Second, third, and upcoming fourth generation Vietnamese-Americans have different life experiences than the first generation immigrants and have changing preferences for shopping, dining, and services. Meanwhile Orange County has become denser, more urbanized, and more diverse, opening up historically ethnic districts to a wider audience through digital platforms like Yelp and Instagram, particularly for the food industry.

Little Saigon is at a crossroads. In some ways, its original purpose has been fulfilled as a place for an immigrant community to find goods and to interact with others in their native language. However, to reduce Little Saigon down to a collection of stores and offices does a great disservice to its cultural and historical significance. Yet both these aspects are at risk of diminishing.

Overview

In Fall 2020, the City commissioned a study by the consultant group Streetsense to develop implementable strategies focused on the economic vitality and cultural significance of Little Saigon. The study (or "Blueprint") seeks to build upon existing district assets and identify key improvements that will retain and attract diverse businesses and visitors to Little Saigon. With over 700 businesses, $938.6 million in annual sales, and the status of elite cultural hub for the Vietnamese community, ensuring this area stays viable is of critical importance. 

Recommendations

The Blueprint addressed the consequential challenges facing Little Saigon. After extensive research and multiple meetings with the Little Saigon Advisory Committee, made up of diverse local stakeholders,  recommendations were made to further grow the area into an economic and cultural destination. A brief summary of the recommendations are as follows: 

• Appoint a Little Saigon community outreach leader
• Establish management entities for Little Saigon
• Develop a Little Saigon district brand and logo
• Design and implement a comprehensive marketing strategy
• Establish a civic art program
• Create a Little Saigon pop-up activation program
• Pilot a soap-and-water improvement block program
• Support the creation of shared parking
• Increase street furniture and landscaping on Bolsa Avenue

For more detailed information, you can access the full report by clicking on the link below.

Little Saigon: Blueprint for Investment