Beyond Mission Street: UNDISCOVERED SF Brings the Cultural Corridor to Ritch Street

From business support to neighborhood anchors

Victory Hall offers a concrete example of how that support can translate into business activity.

In 2022, SEED’s Business Matchmaking Grant paired proprietor Deanna Sison with marketer Jimmie Flora, a graduate of our Brownthought Marketing Academy. A $4,000 grant funded by the Wells Fargo Foundation supported digital marketing for Victory Hall’s post-pandemic relaunch. Our case study reported $33,043 in venue rentals and food and beverage sales attributed to the partnership.

Today, Victory Hall and Mestiza are helping anchor a gathering that invites people to explore the surrounding neighborhood. For Kultivate Labs, this is how our programs connect: support entrepreneurs, bring activity around their businesses, and give customers reasons to return.

Putting the summit’s ideas on the street

At our recent Small Business Summit, we talked about what makes a cultural corridor thrive: anchor businesses, activity around them, and a concentration of places that people want to visit.

On the ground, density means a visit to one business can become a reason to discover another. A night market introduces someone to a restaurant. A meal becomes a reason to return with friends. Those connections help sustain a neighborhood beyond any single event.

By spotlighting Ritch Street and the district’s southern flank, we’re inviting our community to experience another pocket of the Filipino Cultural District—and help build the relationships and repeat visits that make a corridor thrive.

Ten years of showing up

As we celebrate ten years of UNDISCOVERED, we’re grateful to the entrepreneurs, artists, partners, funders, and community members who have helped move this vision forward.

Every vendor purchase, restaurant visit, introduction, and investment has helped create opportunities for Filipino businesses and culture to take root. The next chapter grows from that same commitment: showing up for the places and people who make this neighborhood.