By Noëlle Rábago, Corporate Outreach Officer in the City’s Office of Economic Development and Cultural Affairs.

In March, I had the chance to attend the Innovating Commerce Service Communities - formerly known as the International Council of Shopping Centers (ICSC) Monterey conference—one of the biggest regional gatherings for folks in the commercial real estate world, including brokers, retailers, franchisors, developers, and economic development teams like ours at the City of San José.

While the event is known for deal-making and trendspotting, what stood out to me most was the strong sense of community among the professionals shaping our cities—including the small but mighty network of Filipino American leaders who welcomed me with open arms.

Retail plays such a vital role in San José’s economic story. It’s not just about square footage—it’s about jobs, access, and the kinds of places that bring people together. With more than one million residents and one of the most diverse populations in the country, San José is a powerful, future-focused market—and the momentum we’re seeing in retail reflects that.

This year alone, we’ve seen some big moves. T&T Supermarket, Canada’s largest Asian grocery chain, announced its first California location at Westgate Center, opening Fall 2025 (see rendering above). Just across the way, the City approved a brand new 165,000-square-foot Costco—expected to create 250–300 jobs. And over in Eastside, Sprouts Farmers Market opened its sixth location in December at 375 N. Capitol Ave., expanding access to fresh food for local families. These projects signal something important: national and international retailers see real opportunity here.

Noëlle attending the ribbon cutting along with District 5 Councilmember Peter Ortiz 

We’re also seeing one of the biggest trends discussed at ICSC—experiential retail—already taking shape in San José. From immersive pop-ups and luxury concierge services at Westfield Valley Fair, to the curated, walkable environment at Santana Row, and the community-driven retail concept MOMENT San José—which showcases dozens of local microbusinesses across Downtown and Japantown—retailers are designing spaces that go beyond shopping to offer memorable, social experiences. It’s not just national brands driving this momentum—our business districts and small retailers are playing a huge role in creating spaces where people want to gather, explore, and shop. The City’s Shop Local San José initiative is a great way to discover these hidden gems and support the entrepreneurs behind them. It’s exciting to see our city lean into innovation while staying grounded in what makes our neighborhoods feel authentic and connected.

And personally, one of the most meaningful parts of the conference was connecting with F-Pact / FIRE (Filipino Industrial Real Estate). As someone newer to this side of the industry, their warmth and encouragement meant the world. Representation matters—and seeing Filipino professionals thriving in this space reminded me of what’s possible when we show up and lift each other up. Huge thanks to Tillie Ross, Carmelita B., Christine L. Velasquez, Ron E. Cruz, CCIM, and Manong Max Bacerra for being so generous with your time and stories.

All in all, ICSC Monterey was a great reminder that the future of retail is about more than buildings—it’s about people, place, and purpose. San José is ready for that future, and I’m proud to be part of the team helping to shape what’s next.

For more information or to learn more about retail opportunities in San José, connect with Noëlle at noelle.rabago-boesenberg@sanjoseca.gov.