GO LITTLE TOKYO: NEIGHBORHOOD MARKETING CAMPAIGN

Go Little Tokyo is a multi-year, community-based marketing and outreach campaign to preserve and revitalize local businesses and cultural institutions during Metro Regional Connector construction. Working closely with the Little Tokyo Community Council (LTCC) and Los Angeles County Metropolitan Transportation Authority (Metro LA), I co-managed all aspects of the community and economic development plan, including: creation of a unified neighborhood brand and website, regular marketing of neighborhood constituents such as businesses, institutions and community groups through traditional and online media, and design of temporary construction mitigation and beautification strategies.

In addition, five seasonal events were produced to invite returning and new visitors to experience the historic cultural enclave in a new way. Each a weekend long, the pop-up cultural experiences attracted over 1,000 visitors to learn about the neighborhood’s unique cultural programs, experience hands-on workshops and cooking demonstrations with over 100 local businesses and restaurants, and discover the rich history of the neighborhood.

In 2018, Go Little Tokyo was recognized by the American Planning Association (APA), Los Angeles Section for an Award of Excellence for Economic Development, and by the APA California Chapter for an Award of Merit for Economic Planning and Development. Go Little Tokyo served as an advocacy tool for supporting the neighborhood’s businesses, cultural institutions and community members who experienced hardships during the COVID-19 pandemic.

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