Welcome to the Plaza’s Community Business Planning Page!
The Plaza is currently operated and maintained by the City of San Jose and will continue to be open and available for event rentals. Please click the Meeting & Event Rentals link on the right for more information.
This page provides the following information regarding the business planning process:
A community process has been underway to revisit the operating model of the Plaza. The consensus vision is that the Plaza should be a Community Arts and Cultural Center, and the City Council approved a process to develop a new, sustainable business plan for the Plaza reflecting that vision. The recommended business model is scheduled to be presented to the City Council in May 2010. The City will continue to be responsible for facilities management, and event services at the Plaza until recommendations for a new operating model are implemented. Programming during this time will be done by the Plaza’s Resident Arts Partners.
This web site provides information on the business planning process and how you can participate in it. We encourage everyone interested in the future of the Plaza to make a pledge. Your monetary donation or volunteer hours will be used to support the Plaza in the long term. In the short term, City staff is implementing the City Council’s direction to convene a Steering Committee to develop a new management future for the Plaza through a business planning process. The business planning process entrusts the 13-member community Steering Committee, representing a broad range of stakeholders, with the creation of a sustainable business model that positions the Plaza as a vibrant and sustainable Community Arts and Cultural Facility.
The Steering Committee will meet on the second Tuesday each month from 5:30 – 8:30pm. Please visit the Agenda & Meeting Summaries page for the details about the next meeting, as well as agendas and summaries from previous meetings.
The Committee meeting format is a U-shaped table for the Committee members, with chairs available for the audience. The general public is encouraged to attend and observe the discussion of the Committee. There is time allotted for public comment during the meeting.
The business planning process will result in a recommendation by the Steering Committee to the City Council to proceed with a new model for operations and programming for the Plaza. There will be community reporting on the work of the Steering Committee throughout the business planning process, so please visit our website often for the meeting schedule, agendas and meeting summary. The meeting schedule, with links to the MHP website, is also available on the City’s Master Calendar and from the City Clerk’s Board and Commissions website.
Thank you for your continued interest and commitment to a bright future for the Mexican Heritage Plaza. For all inquiries regarding community outreach, the business planning process or the Plaza Pledge program please contact:
For the past two years, the City of San José has been studying potential changes to the operating model for the Mexican Heritage Plaza. This process began with a report by the City Auditor released in March 2007. In response, the City and the San José Redevelopment Agency hired consultants to produce two reports, the first (conducted by Maribel Alvarez, Ph. D. in collaboration with Tom Borrup of Community Cultural Development) focused on an assessment of the optimal uses of the Plaza, and the second (conducted by Strategic Philanthropy Advisors) focused on an analysis of the operations and maintenance agreement between the City and the Mexican Heritage Corporation, then operator of the Plaza. These reports were presented to the Council’s Rules & Open Government Committee January 30, 2008, along with staff memo, and a response to the reports from the Mexican Heritage Corporation (MHC).
While the consultants conducted their study, an initial community input meeting was hosted by Mayor Chuck Reed and Councilmember Nora Campos on August 23, 2007. After the January Rules & Open Government Committee meeting, another community session was held on February 25, 2008. The notes from these two sessions can be found here.
n March 5, staff presented to the Rules & Open Government Committee a report by Strategic Philanthropy Advisors assessing the organizational capacity of MHC. That was accompanied by a response from MHC.
On March 18, staff made recommendations to the City Council to begin a business planning process for the Plaza, have the City take responsibility for maintenance, utilities, and event services, enter into a number of agreements with Mexican Heritage Corporation to assist in their transition to a new role as a Resident Arts Partner at the Plaza, and provide assistance to MHC with the 2008 Mariachi Festival.
The Council accepted these recommendations, and added a number of others based on a memo from Mayor Reed and Councilmember Campos. These recommendations established the business planning process described below.
City Staff provides periodic updates to the Community & Economic Development (CED) Council Committee. These reports can be viewed on the Community & City Council Meetings & Memos page.
At the August 26, 2008 Council meeting, the Council approved staff’s recommendation to enter into a cooperation agreement with the Hispanic Foundation of Silicon Valley (HFSV). The HFSV is currently working with the City to support the Steering Committee’s efforts in developing a sustainable business plan to achieve the vision of the Mexican Heritage Plaza as a community arts and cultural center.
Cooperation agreement with HFSV
The Hispanic Foundation will assist in the selection and funding of a facilitator to guide the Steering Committee and business planning process. Hispanic Foundation is well positioned to assist in the Plaza business planning process because of the organization’s cultural competency, community engagement, and philanthropic expertise.
The HFSV lead both the selection of the facilitator and the fundraising effort to cover the costs associated with the facilitated process. Following a request for letters of interest and review of applicants, a panel of HFSV and City staff selected the team of Laurie MacDougal and Juliana Grenzeback to facilitate the process. The compensation for the facilitator team was raised by HFSV from the following funding sources: Hewlett Foundation, Packard Foundation and the Castellano Family Foundation.
The CED Committee approved staff’s recommendations to proceed with the facilitation team at the June 22, 2009 meeting. Click here to view the memo, letter from HFSV and facilitation team bios.
Steering Committee
The Steering Committee is responsible for producing a sustainable business plan for the Plaza. According to the staff memo for the May 27 Community & Economic Development Committee meeting, the Steering Committee “must have enough expertise to complete a thoughtful business plan that considers all of the challenges of operating a successful cultural facility in San José in 2008 and beyond,” and “must be selected in a way that generates wide acceptance from all the stakeholders and the community that has displayed such passion for the Plaza.”
Selecting groups were asked to ensure that at least one of the following categories of experience, interest, and perspective were represented on the Steering Committee:
Non-profit/community-based organization accounting, finance, and management
Cultural facilities management
Latino arts, culture, and heritage
Arts education/academics
Philanthropy
Community engagement and representation
Nominations to the Steering Committee were open from August 15, 2008 through November 21, 2008. Nominees were able to self nominate or be nominated by others. Experience, interest and expertise were indicated on the online nomination form. Nominees were also asked to provide biographical information for purposes of providing more background on their qualifications to the selecting groups.
The 13 members of the Steering Committee were to be selected in the following manner. The chart below details how they were selected:
Group Selecting
Nominees Eligible for Selection
Number of Committee Members to be Selected
Interim Membership-Based Advisory Committee*
Those who pledge a membership at level of 30 volunteer hours per year
2
Interim Membership-Based Advisory Committee*
Those who pledge a membership at level of $100 per year
2
Interim Membership-Based Advisory Committee*
Those who pledge a membership at level of $1,000 per year
2
Mayfair Neighborhood Action Coalition
All nominees
1
Gateway East Neighborhood Action Coalition
All nominees
1
Arts Commission
All nominees
2
City Council
All nominees
3
Interim Membership-based Advisory Committee
Following Council direction, staff established a pledging program at the Plaza. While pledges are still currently being accepted on this website, individuals who submitted pledges between August 15 and December 3, 2008 became members of an advisory committee for purposes of selecting 6 Steering Committee members. The Interim Membership-Based Advisory Committee (IMAC) was the first selecting group to choose Steering Committee members in their meeting on December 3rd. The IMAC selected 6 nominees, who had also made a pledge to the Plaza: 2 who had pledged 30 volunteer hours, 2 pledging $100 and 2 pledging $1,000.
Other Selecting Groups
The Neighborhood Action Coalitions from Mayfair and Gateway East made their selections to the Steering Committee following the IMAC selections. The Arts Commission followed, selecting 2 Steering Committee members in the regularly scheduled Commission meeting on December 10, 2008. Click here to view the memo from the Arts Commission meeting.
At the January 27, 2009 Council meeting, the City Council unanimously approved the recommendation to appoint 3 individuals to the Steering Committee from the nominee pool. Click here to view the Council memo.
Steering Committee Selections
The respective selecting groups made the following 13 selections to the MHP Steering Committee: Interim Membership-Based Advisory Committee (IMAC) selection
Steering Committee Member Bios
30 volunteer hours pledge
Linda Snook, director of the San Jose office of Anewamerica
Anewamerica promotes the long-term economic empowerment of new Americans – citizens, immigrants, and refugees – and encourages their full participation in political, social, and cultural activities. Ms. Snook formerly served as the volunteer coordinator at the Plaza, and is a current member of the Greater Hispanic Chamber of Commerce Board of Directors, the San Jose Job Corps advisory board, and the Story Road Business Association, among others.
Carlos Perez, artist and principal of ArtOrigin
Mr. Perez has been involved in the Plaza since its inception as an artist and volunteer. He designed the logo for the Plaza used by the Mexican Heritage Corporation, and created a large scale mural at the Plaza, “The Artistic Mestizaje.”
$100 pledge
Chris Esparza, principal of Giant Creative Services
Mr. Esparza’s agency is focused on marketing, event design, development and performing arts resources. He is a current Arts Commissioner, and has been involved in many civic activities, including the Working Partnerships Leadership Institute, the 1st ACT Catalyst Group, the Campus Community Association, South Bay Live (a live music advocacy group), and the Downtown San Jose Hospitality Zone assessment effort.
Maria de la Rosa
Ms. de la Rosa is a former Artistic Director of Los Lupeños de San José. As a fully credentialed teacher, she has taught for seven years in secondary schools in Santa Clara County. She worked for the Mexican Heritage Corporation from 2001 to 2008.
$1,000 pledge
Alcario Castellano, vice president of the Castellano Family Foundation
Mr. Castellano and his wife, Carmen, co-founded the Castellano Family Foundation in December 2001, which is dedicated to the cultivation and enrichment of Latino family values through support of organizations promoting the arts, Latino culture, Latino leadership, and the educational pursuits of Latino students. Mr. Castellano has been involved with the Mexican Heritage Plaza beginning with public planning meetings to discuss its establishment, and has been a regular sponsor and promoter of activities at the Plaza.
Manuel Fimbres, retired San Jose State University Professor
Mr. Fimbres taught for 30 years at San Jose State University, during which time he founded the Social Work program and served as President of the Faculty for 3 years. Mr. Fimbres has served as the Associate Director of both the Community Planning Council and the Social Planning Council of Santa Clara County. He has also held several positions on the Board of Directors of Catholic Charities of Santa Clara County including that of Treasurer and President. Mr. Fimbres is a current member of the National Association of Social Workers and was the first Chicano President of the California Chapter.
Mayfair Neighborhood Action Coalition selection
Guadalupe Gonzalez, Mayfair community member
Ms. Gonzalez has been the Chair of the Mayfair NAC since 2005. Previously, she served as the Chair of the Mayfair Improvement Initiative from 1999-2003. Ms. Gonzalez is an active member of the community, serving in leadership positions in San Jose public schools and as a member of the City of San Jose project advisory committee. She has been an employee of the Santa Clara County Office of Education for 14 years, working with special needs children.
Gateway East Neighborhood Action Coalition selection
Alfredo “Danny” Garza, Gateway East community member
Mr. Garza is the Chairman of the San Jose chapter of the Mexican-American Political Association and Director at Large of the Plata Arroyo Neighborhood Association. In addition to Mr. Garza’s community participation, he is an ironworker by trade and was a member of the construction team that built the Plaza.
Arts Commission selections
Moy Eng, Hewlett Foundation program director
Ms. Eng is the Program Director of the Performing Arts Program at the Hewlett Foundation. Ms. Eng has 20 years of experience in the nonprofit sector, working in arts and culture, human rights and environmental issues. She has served on a number of national committees including serving as the Co-chair of the 2007 Arts Education conference, a collaboration between Grantmakers for Education and for the Arts. Ms. Eng has also taught at the university-level and lectured at numerous national, regional and state conferences on grantmaking, organizational development and fundraising.
Erin Goodwin-Guerrero, artist Ms. Goodwin-Guerrero is an accomplished local artist and retired professor from the School of Art and Design at San Jose State University. Ms. Goodwin-Guerrero’s work is greatly influenced by Mexican culture and has been exhibited in various Mexican cities and throughout California. She has been the recipient of a number of grants to curate exhibitions, develop portfolios, and research in the Bay Area and Mexico.
City Council selections
Roy Hirabayashi, executive director San Jose Taiko
Mr. Hirabayashi has 35 years of experience as a founding member of San Jose Taiko, a San Jose based multicultural arts organization. Mr. Hirabayashi offers perspectives on the performing arts, mid-size arts organization and multicultural arts. He has served in leadership positions of various multicultural community and arts initiatives including 1stACT Silicon Valley, First Voice, Artsopolis, Japanese Community Congress of San Jose and the American Leadership Forum Silicon Valley.
Connie Martinez, managing director and CEO of 1stACT Silicon Valley
Ms. Martinez is the director of 1stACT, a network of cross-sector leaders who care about the cultural and aesthetic quality of life in Silicon Valley. 1stACT inspires these leaders to act through four urban design and creative community initiatives. Ms. Martinez has held several leadership positions within the community including Executive Director of Children’s Discovery Museum of San Jose, Director of Strategic Initiatives for University of California Santa Cruz, and Vice President for Joint Venture: Silicon Valley Network.
Olivia Mendiola, community member
Ms. Mendiola has dedicated her life to non-profit work serving the Latino community and envisioning programs that meet the unique needs of low income families. As the former CEO of the Mexican American Community Service Agency (MACSA), Ms. Mendiola oversaw MACSA’s programs for comprehensive community services focused on youth development, education, gang prevention/intervention, senior programs and affordable housing development. She is an active member of the Council of Non-Profits, the Commission on the Status of Women and the Latina Coalition of Silicon Valley. Ms. Mendiola’s leadership and innovative programs have been recognized at both a national and state level.
If you have any questions regarding the business planning process, please contact:
