Vlog Series: New Year, New Vlog

Posted on February 25, 2022December 9, 2024 by digitalgear

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By Ben Sanchez

This year, we brought Matt Amen to take part in our vlog series for a unique perspective of life in downtown Stockton. I remember meeting Matt at Huddle x Launch Pad to talk about the direction of the vlog for the new year. We discussed the idea for a few episodes based on someone who lives in the downtown area. Matt was instantly onboard with the idea of highlighting his normal routine in downtown Stockton. Whether he rides his bike or walks to work, he allowed us to film and talk about his life experience in downtown.

“Let’s do a walk and talk in downtown!” he says.

Matt Amen.

I joined Matt for a “day in the life” on his travels in downtown. Along the way, we dropped by Trail Coffee Roasters for coffee, dropped off laundry at Riteway Cleaners, made an appointment with The Golden Rose Barbershop, and then visited the new popup spot, DryCleaners. I learned a lot about some of the businesses here from Matt and the amount of knowledge he shares about each one.

He loves downtown. He loves Stockton.

He points to different art murals, filling my brain with information on the artist and concept behind these incredible visuals seen on the side of tall buildings. We stopped at Trail, chatting about scones, cruffins, and coffee. His vibrant red shoes tap against the floor. The unique, owl mosaic art greets our feet while we wait and chat about downtown. The coffee shop now occupies the historic Owl Drug Store building on the corner of California and Main Street. With a couple of warm cups of coffee, we venture off to The Golden Rose Barbershop to get a fresh cut. (Well, Matt gets a haircut anyway!)

A tiny detour.

On our walk down Main Street, across from the Chase building, we wandered into a building undergoing renovation. The dimly lit area stretches far back with random pillars and areas of paint beaming across the walls in vibrant orange, yellow, and purple colors. A business used to be here. “I heard it was called Disco Azteca,” the construction worker explained as we walk across the space. The building had been purchased by an investor with plans to begin work throughout the year.

Every location has a story that Matt keyed in on. His energetic smile is contagious as the worker happily shares information about the project. “It was really great talking with you two investors,” said the construction worker. With a puzzled look on our faces, we both look at each other, sip coffee, and casually head for the door. Matt laughs as we exit the space. “Don’t you love little detours like that?” he exclaimed.

Coats and Cuts.

I compliment Matt on his wonderful, pine colored coat. I drop a pop culture dialogue reference from Frank Miller’s Sin City. As the character Marv would say, “That’s one fine lookin’ coat you are wearin’ there.” Matt smiles, telling me the story behind the coat. His Uniqo tote bag, with a DSA teal beanie inside, hangs over his right shoulder as we enter the barbershop. The vintage shop, complete with several wide mirrors stretching across the walls, capture angles of human faces as they swivel in leather barber chairs. The giant scissor art chases a rose on the display windows lined with bulbs emitting a dimly lit glow into the shop. There is over 100 years of barbering history here. Something old, something new.

The previous customer steps off the chair and spent time chatting with us momentarily about video games before the snipping of blades was heard near the barber’s chair. Matt never missed a beat. His jovial expressions are seen from the mirrors as he talks to Stephen Herder, owner of Golden Rose Barbershop. Between cuts, my intern films the experience on a quiet day in downtown Stockton.

We lucked out with the weather, which can be quite windy as we walk down San Joaquin Street. The Golden Rose Barbershop has two locations, one downtown and another space on Miracle Mile (The latter space used to be Cal-Pine Barbershop on Miracle Mile).

Once Matt finished in the chair, he sprung up to check his hair in the mirror before we ventured off to Shop DryCleaners. Cue the teal beanie reappearing from the Uniqo bag.

Shop Local.

Just one block from the barbershop, the DryCleaners sign is propped on the corner to greet the public. DryCleaners is a vendor popup selling sustainable clothing, plants, jewelry, and vintage items (Also a mini fridge with specialty drinks from Cuco Etc.) Matt is particularly proud of this because of the collaborative efforts between Huddle x Launch Pad, Cast Iron Trading Company, and DryCleaners. Located on the first floor of the historic Belding Building, DryCleaners popped up next door at Cast Iron before moving over into a bigger space.

“This is really exciting! We are bringing some new vibes to the block,” he says.

The first floor is filled with a variety of products and items from vendors across California. With monthly scheduled events, and local musicians stopping by to perform at Cast Iron, the positive energy on the block is a welcome vibe for downtown.

He explained the collaboration with Oliver Opus, co-owner of DryCleaners, is bringing life near his area of downtown. Matt has always been an encouraging individual, inspiring Oliver and many others to continue their entrepreneurial venture regardless of the setbacks. “Sometimes it is easy to give up. I want them to succeed… I want to assist them anyway I can,” he says.

I hope you catch a glimpse of that when you watch the new episode of the vlog.

What’s Next.

Regarding the future of the vlog, I am happy to announce that Matt will come back for another episode to highlight the night life downtown. We had fun exploring some of the businesses he frequents in downtown Stockton. I hope everyone will enjoy the episode when it drops in March 2022. If you like our video, be sure to share it with others to see the amazing places downtown.

Sometimes it is easy to give up. I want them to succeed… I want to assist them anyway I can.
Matt Amen

Businesses

Watch previous episodes on our YouTube channel!

Subscribe and catch all new episodes from Downtown Stockton Alliance.

Downtown Stockton Vlog

Local co-op offers sanctuary for small businesses

Posted on December 18, 2021 by digitalgear

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by Ayaana Williams

In the heart of downtown Stockton lies a hidden gem that is a symbol of local fashion, diversity, and creative influence for the adaptable nomads of the Central Valley.

DRYCLEANERS, is an LGBTQ+/POC-owned co-op store that offers local vendors and creators an opportunity to network, showcase, and sell their goods/art.

“The overall goal is to activate downtown and bring everyone together. We have lots of different communities here,” said Oliver Opus, co-owner of DRYCLEANERS. “We have the queer community, we have POC, we have the streetwear community, we have crafters and creators and musicians and drag queens, and this is a space where all of those people can co-mingle and experience each other’s worlds.”

In terms of activating downtown, DRYCLEANERS aims to invoke liveliness and connection to bring excitement and opportunity to such an underappreciated part of the city.

DRYCLEANERS is locally owned by long-time friends Ruschawn Williams and Oliver Opus, who met in Atlanta prior to moving to Stockton.

“I moved here a while ago and I didn’t really have a place in Stockton for myself,” said Opus. “I didn’t have a place to meet people like me or express interest that I have, so I decided to create it myself.”

Opus and Williams founded DRYCLEANERS after hosting several pop-up shops at Cast Iron Trading Co. and other local entities, using social media as an advertising ground.

A pop-up is a temporary shared retail space where small businesses can sell goods and services.

“Eric (Lee) next-door at Cast Iron was kind of one of the first people to allow me to venture into this,” said Opus. “He gave us the opportunity to do our first pop-up and that was really successful; and then we went on to do a second one here with Launchpad and that was so successful that Launchpad and Cast Iron had this idea to set up shop here, so we did.”

DRYCLEANERS has visitors and vendors travel from all over Northern California.

“Not only does this help us, but this also helps the community,” said Opus. “We do have people from San Francisco, Sacramento, and Oakland setting up shop here, but they don’t have to come here to sell their products; we have a system where we do that for them.”

Vendors pay a booth fee of $5-$15 a day and DRYCLEANERS keeps track of each individual sale with 100% of sales profits going back to the vendor.

Part of their goal is to support and uplift local artists by providing a platform to create passive income and build friendships that strengthen the community.

“We typically have an application in our bio, and we don’t turn people away,” said Opus. “We wanted to create opportunities for vendors to make money during a pandemic and it’s really hard to come across funds.”

People can find DRYCLEANERS on Instagram @shopdrycleaners as well as visit the storefront to meet the owners, vendors and local artists on San Joaquin St. in downtown Stockton.

Vlog Series: Alternate Endings

Posted on December 3, 2021December 6, 2024 by digitalgear

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By Ben Sanchez

When we originally started wrapping up our fourth episode of the vlog, we wanted to have an ending with Renee and Jason. I knew this was their final vlog episode and I wanted them to address everyone with their last thoughts before moving on to other amazing things. We have all worked hard to develop something that can highlight spaces downtown, and I thought it would be fitting for them to say a personal goodbye to you.

An alternate ending from episode 4!

While Jason was always behind the camera in each episode, this would be one of the rare times he is in front of the camera. Along with Renee, we asked Nessie from FarOut Foliage to use her space to shoot this ending. Of course, Nessie came through for us! We helped her spruce up the place before deciding to film a few takes for our ending. With lots of laughs and hugs, both did a fantastic job on this project. Check our YouTube channel for the uncut ending!

Watch the alternate ending on our YouTube channel!

Forever Falafel.

In this episode, Renee and I wanted to feature an older restaurant establishment. According to the people in downtown, Yasoo Yani is considered one of these “hidden gem” restaurants. The space is nestled in between the Courthouse Plaza and Stockton Collegiate just kitty-corner from Cort Tower.

During our conversation, I turned to her and asked, “Do you like Mediterranean food?”

She instantly replied, “Yasoo Yani!”

Part of the idea we both had for vlog food segments is to highlight a new place and an old place from downtown Stockton. We messaged Nessie to meet us for lunch and ordered the falafel. A first-time for Nessie, I always suggest falafel with the tzatziki sauce. Apparently, they also offer and serve a red sauce at Yasoo Yani (Who knew!) The Gyro is a nice, soft (no pun intended) introduction to someone who has never tried Greek food. It is also a bonus if you are vegetarian, but they have other lamb and chicken options for gyros.

After describing the falafel ingredients to Nessie and doing the initial first bite (a coordinated effort I might add), we can say it was an enjoyable experience.

The owner, Jim Aftias, stopped by to introduce himself. He intricately described the ingredients and process of making baklava and falafel. As I peered across the table, everyone fixated to every word, as he shared stories about the Greek festival and the restaurant. The wonderful thing about small businesses is meeting the people behind them. I am always fascinated with their story, and it gave me more insight into why I enjoy Mediterranean food and appreciate Greek culture.

Watch episode 4 on our YouTube channel!

I want to ride my bicycle.

A portion of the episode are places I had to visit on my own. On our visit to the HUB (Helping Urban Bicyclists), I introduced our team to Deacon Steve Bentley. He does a lot for the community at Helping Urban Bicyclists.

Fun fact, he fixed up my bike years ago when I decided to participate in a Full Moon Ride in downtown Stockton. Coincidentally, he participated in the exact same ride pulling up beside me to ask how it felt to take the old bike out for a spin. It felt good.

I imagine this is the feeling everyone has when they leave his shop on their bicycle. Veterans. Homeless. People from all walks of life enter the shop either looking for a used bike for work or need help fixing their old ride. If you are looking to donate an old bike to his shop or in need of fixing up your current bike, ask Deacon Steve.

Goodstock Productions.

We scheduled some time with Amy Sieffert and her team at Goodstock Productions to find out “What’s good with Goodstock?”

Trail Coffee Roasters is a workspace the team uses consistently. The hangout. In my freelance career as a writer, coffee shops are amazing spaces for work. Good coffee, good people, and good food (The scones are to die for at Trail!) Speaking of good, Amy and I met back at a Stockmarket event years ago and talked about Goodstock Productions.

Their flagship event, Stockmarket, is a pop-up event for local makers and vendors looking to sell their goods to the community. The event became a platform to help them achieve that goal. The company brought awareness for these entrepreneurs looking to build something great in the city of Stockton.

My initial introduction to Goodstock Productions was at Stockmarket, assisting vendors and helping move tables and boxes during event setup. I worked at a local nonprofit table and sold local honey. It felt like a rite of passage. As a vendor, you get curious about other vendors and the goods they brought out for the day. But what really piqued my curiosity are the people behind the event?

Who is the team behind the curtain making the magic happen?

In this episode, Amy tells us what they do, how they do it, and the core idea behind Goodstock Productions. I bet you have seen her in the media. She has been featured on radio and television spots promoting her brand. The event planning company is the crème de la crème in Northern California. Have you thought about hosting an event, but do not know where to start? Hire Goodstock Productions. No, seriously, contact them for a consultation. They produce elaborate, elegant events tailored to your dreams. I guarantee it will be the best investment you make to see your creative visions come true.

Watch full episodes on YouTube!

Guest Appearances

Nessie Huffhines, owner of FarOut Foliage
Amy Sieffert, owner of Goodstock Productions
Deacon Steven Bentley, owner of The HUB
Jim Aftias, owner of Yasoo Yani
Jason Millner – University of the Pacific alumni
Renee Icasiano – University of the Pacific alumni
Ben Sanchez – University of the Pacific alumni

Coworking Spaces

Posted on October 29, 2021January 16, 2024 by digitalgear

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By Ben Sanchez

On the busy cross street of San Joaquin and Weber, Eric Bodary, Facility Operations Manager for Huddle x Launch Pad, stands at the front of the Belding building expecting packages for clients. As we exchange greetings, Bodary suggests the second floor space for work. “You’ve got everything you need with a break room, bathroom, and conference room on the same floor,” he says. We walk through the lobby and take the elevator up to the main floor of Huddle x Launch Pad.

Conveniently, the mosaic patterned pathway I follow down the hall on the second floor stops at the entrance of the open coworking space. Small painted fingers along the wall point the way to the conference room, lockers, and printers. The large space on the second floor has several tables spread out with chairs, a printer station, and one dark green couch complete with pillows and a coffee table. Geometric painted designs dance across the walls underneath bright dangling light bulbs. This mixture of old and new decor resonate warm feelings that is begging for a rug to “really tie the room together.”

Something Old, Something New.

This month I decided to spend some time working out of a coworking space in downtown Stockton. The Belding Building, built in 1915, is a five-story structure named after Charles Belding, a farmer, businessman, and former mayor of Stockton. Today, the renovated building is quiet on the second floor. I place my backpack on the table and start setting up for work. I find myself at ease when trying to write content, as sunbeams from the window warm my table. Bodary stops by to find out what else I need before I start the day.

The second floor has several windows overlooking downtown Stockton, which only get better as you head to the fourth floor. The photography studio up on the fourth floor offer a room for creatives to capture incredible shots with natural lighting coming from windows along the east and north walls. With a variety of eating spots and coffee shops within walking distance, the location is ideal for running out to grab a quick coffee before heading back to work. Bodary was kind enough to watch my bag as I ventured out to pick up food.

He schedules me into the conference room and within a few minutes, I’m on the calendar for my next Zoom meeting. The large room is more than accommodating for my particular needs. For a team, it is the perfect space to meet with a modern conference table and chairs in the middle of the room. A bright orange bicycle hangs in the corner, as if it wanted to ride up along the wall. White boards have notes scrawled in marker from previous discussions and a large, flatscreen TV can be synced up for digital presentations and Zoom calls. With no one scheduled for the conference room, I had enough time to prepare my set up for a few back to back calls before heading back out to the coworking space.

Flexible.

Each floor offers something unique. I bounced around a few floors to get a feel of what is available. Open space. Private space. Private offices can outfit their space to accommodate their needs. I found lockers in another area for individuals looking to store personal items with their own lock and key. Art and photographs hang on walls on the first floor with a podcast room hiding old vinyl records on shelves and a small neon ‘On Air’ sign. Before the recording studio was developed, I recorded a podcast on the third floor. That episode yearned for a podcast studio, but now the space has one available for individuals to create content. The first floor amenities offer another layer to the already developed space inside Huddle x Launch Pad. The fourth floor lobby greets visitors with art and plant life before the elevators arrive to escort me to the next floor. Buttons light up with a loud ding signaling my arrival back to the coworking space.

Throughout the day, people walk up and down hallways to private offices. Members have keycard access to the building and work out of offices between the 2nd and 4th floors. Delivery drivers and mail carriers drop off items at the front desk. Huddle x Launch Pad can accommodate clients who are not available for pick up and store packages until they arrive on-site.

Did you know?

A new bike rack was installed right outside the Belding Building. This artistic bike rack installation could be the first of many in downtown Stockton.

Award Tour with Matt Amen.

Tours are available to schedule online and most freelancers like to work on the second floor for a day to get acclimated with the space. I’ve only visited a few floors on my visit to Launch Pad, but continue to return for the amenities offered when I need more flexible space or stability on a Zoom call (Dropped calls happen more than you think). Overall, it was a great experience to be back in a coworking environment. Huddle x Launch Pad is relatively flexible with what floor you prefer and I think once the ground floor renovations are complete, entrepreneurs can look forward to working out of another, large coworking space in downtown Stockton.

Vlog Series: Special Delivery

Posted on October 22, 2021December 6, 2024 by digitalgear

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By Ben Sanchez

Throughout our adventures in downtown Stockton, we prepare to meet entrepreneurs opening their doors on a Friday afternoon. This Friday is different from the normal Friday because it is a ‘Fired Friday.’ Fired Mobile Pizza mysteriously rolls up to the front of the Sycamore in downtown to offer an alternative lunch special to local workers and community members.

On this particular outing, we thought it would be appropriate to give our intern some practice with the camera. We had him follow us around downtown and capture footage of our walk over to the Sycamore.

The Sycamore is a venue space with this semi-rustic feel when you step into the building. Located on Weber Avenue, Stockton natives might remember the venue as The Plea for Peace Center that promoted all types of rock shows and community events in downtown. Today, Fired Pizza occupies the parking lot space just outside the Sycamore. Large iron gates roll away as setup begins for the lunch crowd on Friday.

Fired Mobile Pizza.

Jason and I got a message from Daniel Correa, owner of Fired Mobile Pizza, about doing some pizza delivery work. When we arrived at the parking lot, all of us ordered our own Neapolitan Artisan Style Pizza. The truck, like any great food truck in Stockton, has a loyal fan base monitoring their next popup location across the city.

We introduced Nessie Huffhines, owner of FarOut Foliage, to the pizza spot for the vegetarian options they offer to customers. Once the fire was lit, pies were flying into boxes and prepped for delivery.

We dropped by two specific locations for each delivery. Uniqo Salon on California Street and Plaza Perks inside Courthouse Plaza.

None of this was scheduled to be a part of the vlog and happened about 30 minutes before we were preparing to shoot content.

I love the spontaneity of the vlog. I think this is genuinely the best part for Jason and I because it keeps us on our toes. Creatively, it allows us to develop and showcase the experiences you see downtown in the vlog.

UNIQO.

Patty Ayala, owner of Uniqo, knew ahead of time we were dropping by with pizza for her staff. Since Jason is a super fan at Uniqo, he dialed up Patty to give her a heads up on the delivery drop at noon.

Plaza Perks.

Plaza Perks had no clue we were dropping off pies. The staff was genuinely surprised and I think everyone that played the part, delivered in spades. I even got to say hello to the Executive Director of Parents by Choice, Tony Yadon. We caught the staff at the right time during a team meeting. I offered some fun facts about Fired Pizza before they opened the boxes to get a whiff of the amazing, specialty pizza.

Support Local.

I think the importance of these experiences show you the people behind the counter and connect us with entrepreneurs in our community. The key element for small businesses is the people. The clients get a sense of the entrepreneurs behind the brand. You learn who they are and hopefully, you stay to listen to their story. They are trying to build lifelong relationships with you. If I feel welcome at these establishments and get a sense of belonging, I most likely will return to grab a coffee, eat a sandwich, get a haircut, and watch a musician perform in downtown Stockton (Not particularly in that order).

Overall, our experience was positive. When you support local businesses, you do more than just buy a product or service — you help build their dream. These people take risks everyday to chase the dream, develop it, and execute their lifelong plans. Most of the time, we are all along for the ride. I can tell you first hand when I started writing about students at University of the Pacific, I never thought that hands-on experience with the marketing team at Thomas J. Long school of Pharmacy would lead me to the coworking and startup culture. I was honing my craft in small increments and learned about entrepreneurship. Adding skills to the toolkit, as my professor would tell me. My writing would lead to developing small business articles in San Joaquin County.

Thanks for sharing!

My goal was always to listen, create, and deliver the best story for each entrepreneur. I was merely the passenger working alongside these individuals to get that story to a larger platform.

They all have stories to tell, we just need to take the time to listen. While all the compliments I received about my work from experienced writers have been positive, the best compliment is directly from the individual I interviewed for the story. The people who struggled to maintain the business. The people who, despite everyone telling them no, went ahead with their plan and did it anyway. The people who followed their passion to develop an idea and push it out into the world. Thank you for taking the time to share your stories with me. Without you, there would be no story.

Guest Appearances

Nessie Huffhines, owner of FarOut Foliage
Daniel Correa, owner of Fired Mobile Pizza
Patty Ayala, owner of UNIQO
Plaza Perks staff
Jason Millner – University of the Pacific alumni, UNIQO Top Fan
Renee Icasiano – University of the Pacific alumni
Ben Sanchez – University of the Pacific alumni

Vlog Series: Sayonara

Posted on October 5, 2021 by digitalgear

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By Ben Sanchez

As the season changes, the leaves flutter in the wind across downtown Stockton. The air surrounding us shifts as we move in a different direction this month. The last episode with our influencer, Renee Icasiano, comes to an end on the vlog. My original pitch of 7 episodes for a vlog with an influencer was successful only to a point. Renee was only going to be a part of 4 episodes before we moved in a different direction with our final 3 episodes.

Hopefully, all of you have enjoyed what we put together over the summer. There was a lot of great talent involved creating this project. We did some fine tuning to our introduction and the flow of episodes synced up to create new content for downtown. I picked music that would be copyright friendly (Thanks Otis McDonald!), but also encompass the vibe of what we were looking for with the vlog. In each episode, not only did we highlight small businesses in downtown, we got to meet new people building something great in our city. Before we say goodbye, I want to give you some ‘behind the scenes’ and share a brief story with you about Renee.

Renee Icasiano.

Renee was always my first choice as an influencer because she lived in Stockton, built a great rapport in the community, and continues to be a positive influence with her brand. She checked a lot of the boxes I was looking for not because of her experience in Stockton, but her familiarity in front of the camera as a performer.

Renee and I initially met back in 2009 at University of the Pacific in Communication. Our mutual, late friend, Angela Karim, made the introduction, but we never did cross paths again until 2017. Renee moved on and served in the Army for 4 years right after we met in 2009.

Around 2017, I assisted my artist friend at a local event in downtown Stockton. The event promoted local artists, musicians, and small businesses. One of the performers on stage was Renee. I saw this woman in heels wearing an elegant outfit step onto the stage at Channel Brew Company to perform music. I recognized her voice during the introduction and to my surprise, she started performing hip hop.

After her performance, she purchased some art from my friend and I went to reintroduce myself. Since then, we reconnected and worked on several projects together throughout the Stockton area.

With an elegance and professionalism that is unmatched in the 209, she required little direction from me on how to approach the vlog. She understood the vision of where we wanted to take each episode. I valued her creative input when we reviewed content, and we often had great synergy on the places we wanted to visit throughout our 4 episodes together.

I brought along a great group of people on this journey. Each of them contributed to what you see on YouTube. This was not a project developed solely by one person. There were roadblocks and challenges we met along the way, but we slowly overcame them in each episode.

Not only do we bid adieu to Renee, but we also say sayonara to Jason Millner.

Jason Millner.

Jason was the ‘man behind the cam.’ My professor told me once in my studies that certain individuals have the eye for camera work.

You can’t teach it. You either have it or you don’t.

I can definitely tell you after working with a few skilled videographers that Jason has ‘the eye’ for it.

The shift in marketing this past Spring left Jason wondering what type of work the department would produce moving forward.

I still laugh when we had our initial conversation about pitching the vlog, developing reels, and fine tuning the Doorways to Downtown episodes. He told me he thought he would have to ‘carry the new guy’ over the summer.

With only five months of working together, I can say it was an honor to work with Jason on this project. I am not the only one that can say that either.

Several people downtown who got to know Jason and work with him can see the skill and passion he brings to each video project. Many business owners recognized his talent and hired him to help their business. Jason knew the vision of what we were trying to achieve with the vlog and loved helping small business thrive in downtown Stockton.

While he prepares for his next journey, I am excited to see where the camera will take him. He has incredible potential to hone his craft and continue visual storytelling.

Surprise.

For episode 4, I can say it was full of surprises and experiences that happened last minute. Each episode had unexpected turns and natural conversations.

I never scripted anything (Napkin notes).

I never scheduled half of those people to appear in our episodes.

When Renee asked one of the workers at the Waterfront about a new business opening in September, we had no idea the owner was available to chat with us about the business.

We got curious.

We told the waitress about how great our food tasted at Yasoo Yani, 10 minutes later the owner drops by our table to explain the method of making baklava.

I always pitch “Be curious” to students when I do guest speaking for colleges in Stockton and Sacramento. Out of the ten fundamentals of public relations, curiosity is always my number 1. It opens up dialogue with people. If we didn’t ask those questions or inquire about something specific, how would we know? How would we hear their story? Storytelling is a key component in any form of content you create with a brand. It unfolds naturally in the vlog. I hope we were able to capture that and convey it to you in our content.

As the director/producer, I have to coordinate schedules and dates for the places we visit. What happens along the way is magic. Who could we meet? What can we experience in that episode?

I do a lot of improvisation. I might give a general idea of where to shoot it or what to look for, but everything just happens when it needs to. I have ideas for bits, but when we all get together some unexpected event unfolds for us. We brought along friends who felt comfortable with us. I think that is important. How can we get the best story out of you if you feel uncomfortable? We ran into a lot of people who just wanted to talk with us. I bet with all the b-roll, we probably could give you more than 7 episodes! For everyone who popped up in the first 4 episodes, thank you! This project would not be where it is now without some of you agreeing to be on camera.

Thanks!

With that said, I also want to thank Jason and Renee. Both were a huge part in why the vlog was successful! I hope you can take these vlog experiences with you and tell people about it. Share it with those people who don’t know about Stockton and continue to create positive content in future projects.

Vlog Series: Explore Possibilities

Posted on August 2, 2021December 9, 2024 by digitalgear

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By Ben Sanchez

When I initially thought about presenting the idea about a vlog for marketing, I needed to develop a style on how to highlight multiple individuals rather than have a vlog centered around one person.

Traditionally a vlog follows an individual experience through weekly content. I knew I needed to find a way to capture the human side of people downtown, but how could I accomplish that goal?

The vlog is not a new idea. Around the mid 2000s, people were already experimenting with video content and how to deliver it to the world. I realize this project is a radical departure from previous content posted by the organization. My goal is to create relatable, authentic content to bring more awareness to the downtown area. This is a time to step into a fresh, creative space and implement different, collaborative ideas from people who are supportive of this project. By exploring downtown through video content, we can showcase a new perspective on the life and culture happening in the downtown area.

My name is Ben Sanchez, and I am an alum from University of the Pacific. My co-worker in the Marketing department, Jason Millner, also an alum from University of the Pacific, works on the vlog project. Here are my thoughts on how and why we developed this project for downtown Stockton.

Featured Photos

Check out our latest video!

Vlog Thoughts

What is a vlog?

A vlog, short for ‘video blog’ or ‘video log,’ is video content uploaded to a video platform by a group or individual on a set schedule. The content varies based on the creator, but will typically highlight aspects of their life. This “day in the life” style of documenting content is generally unscripted and natural. With a wide variety of topics from traveling, cooking, and technology, followers can subscribe and watch ‘vloggers’ discuss and experience their thoughts through a series of video content.

While vlogging follows one individual, we decided on a hybrid style of filming with multiple people in front of the camera rather than having one person consistently appear and address the viewers. We switch between phone and camera footage, blending a style utilized by several content creators on major video platforms.

What is the difference between a vlog and a blog?

The main difference is the format. A blog is informal, written content that the audience has to read in an article or story on a website. A vlog is visual content with a story told through videos on YouTube. Although not limited to just YouTube, you can distribute vlog content across several social media platforms.

When did you develop the idea for a downtown vlog?

I watched vlogs on YouTube for the past two years and through my research, I discovered a few I really enjoy. After speaking with Jason, we bounced around some ideas, and shared YouTube channels that would inspire us to develop a vlog that would work for us. To be honest, I never intended on developing a vlog for downtown. We just tossed around the idea and how cool it would be to do it. It was interesting to hear Jason’s perspective about the idea of a vlog. He was already thinking about a vlog during his time as an intern, but he felt no one would grasp that concept. I kept hearing ideas on what other people wanted to do, but never implement them. I took all of the scribbles from our notes and ran with the idea.

I did not mind directing the audience and putting myself out there to help navigate episodes, but I needed more people involved to explore downtown. I planned for a monthly vlog of 7 episodes in 2021. I pitched the idea back in May and we started filming randomly throughout downtown.

What is the vision for the vlog?

Patty Ayala, owner of Uniqo Salon, speaking with performer and entrepreneur, Renee Icasiano.

I think my overall vision was to find a way to capture moments in downtown and create a video archive. I knew it had to highlight a little bit of everything. Architecture, business, art, and entertainment — we have to change the narrative into something positive.

If we put together a video series, we could consistently have video content for people every month. I did not want to be overly ambitious about where I would go with the vlog. I planned for 7 episodes and only 7 for this year.

The challenge with only two people producing, directing, and creating is how often can we create an episode on top of the other responsibilities we have in our roles at Downtown Stockton Alliance. I have to balance time and resources. I wanted to bring in key influencers that bring a positive presence in front of the camera. We currently showcase entrepreneurs and business, but I want to expand on other avenues of downtown if our vlog gains momentum. Ideally, I would love to bring in more artists and musicians to showcase the work they create downtown.

Why create a vlog about downtown?

Why not? The organization has never done anything like it. They were slowly rolling out a new video project, but Doorways is very specific on what it does. I needed content that could cover a wider spectrum of downtown. The sustainability of the vlog has the potential to cover behind the scenes on small business, events, art, venue spaces, and other aspects of downtown people might not be familiar with. Once I had an idea about who I could approach for the vlog, we started to capture places and people. People get their information from different sources on a daily basis. Is there a demand for video content? Absolutely. Could you over saturate your channel? Never. You can never have enough content. We all know the saying, ‘content is king.’

The YouTube platform for the organization was not active and I knew that going in when I reviewed the channel. We need something more entertaining on the channel. In order for this project to be successful, I needed to establish good working relationships with business owners who feel comfortable behind the camera. Without the people and culture of downtown, our project would not be possible.

What is your goal for the vlog?

Nessie Huffhines, owner of Farout Foliage.

I want to show the ‘humanness’ here in downtown. Let’s highlight the people who are building something here. I keep talking about authenticity. Sometimes, I feel that is a lost artform.

When you look at everything pushed out to social platforms… what feels genuine? What feels authentic? What is real?

If I can bring a real sense of awareness to one person and get them curious about a key business or venue downtown — I know our project made a connection. I read comments on our Instagram from people who want to know more about these businesses. Where are they located? What do they sell? We have to build a connection with entrepreneurs and my goal is to help establish a sense of familiarity in how we can create storytelling through video.

The first idea was always ‘behind the scenes.’ I wanted that bit to be authentic and for the audience to see another side of entrepreneurs behind the camera. We never get our other video project (Doorways to Downtown) on the first take. Not all of us are performers or are prepared to be recorded — we have anxieties in from the camera.

That particular project felt rigid and formatted in a way that just goes through the routine. Here are generalized questions covering very specific aspects of a business. For that project, I feel it works. But you will never see any outtakes. You might not see us laughing about fumbling lines or general banter about everyday life. For the vlog, I want it to feel unscripted, natural, light-hearted, and on the fly. We have to be agile and think on our feet, similar to how entrepreneurs approach their ideas. If we evoke certain emotions, and create a way to have fun, people will become comfortable with us. This is what we need to achieve and I hope you will feel that when you watch our vlog.

Do you have any past experience with vlogs?

I have no experience working on vlog projects, but Jason and I have worked on several video projects over the years. The vlog is fresh, ‘off the cuff’ improvisation in front of a camera. Jason has a passion to create and tell stories through videography. We connected on this level when we discussed ideas about the vlog. He did his own personal vlog for a short time. I developed an entrepreneur video podcast at a local nonprofit radio station several years ago. I’m familiar with being in front of the camera hosting my own show. With Jason behind the lens working his craft, we both explore spaces downtown. Our passion to chase this idea allows us to bring people along for the ride as we capture these experiences. It has been an incredible collaborative effort with everyone who appeared in the first two episodes.

What about your Instagram reels and stories? How are those being developed?

I approached it from a video game perspective (first person) in storytelling. From the eyes of the viewer, you see what I see walking downtown — pushing elevator buttons or opening doors to businesses. I want to give you the feeling that you are right there with me. Every block, every step. This is one method to tell a story and then creatively develop a reel.

During the editing process for other vlog content, there is a review process and material is cut. Some of that material will never see the light of day. I created another way to compile it and push it out into reels.

Amazing specialty coffee drinks from Grinding Grounds truck at the Waterfront in downtown Stockton.

With the implementation of reels on our Instagram account, we found a process that works for us based on the results we receive from viewers. To date, this is the most active form of engagement we have seen with the Downtown Stockton Alliance Instagram account. What impressed us is the interactions and views we get with this content. I’m thankful people were able to make time to watch and offer feedback.

Port City Mercantile

Posted on May 18, 2020 by digitalgear

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By Jordan Rosales

Discovering his passion

Although he moved here from Hollister when he was 20, Theodore Armendariz considers Stockton his one true home and feels lucky to be part of the Downtown Stockton community. Theodore’s road to becoming a business owner hasn’t been an easy one. About four years ago he was suffering from depression and turned to alcohol to help him cope. His alcoholism had already caused him to lose two jobs when he started working for his friend, Danny Burgess. Burgess told him he would also have to fire him but offered to take him to rehab and help him turn his life around. Looking back, Theodore now recognizes that Danny’s tough love is what helped save his life and without the support of Danny and his wife Chris, he’s not sure he’d even be alive today. After he left rehab, he moved in with his parents who were extremely supportive of his recovery and fundamental to his success. It was while living with his parents that he developed his love of creating art. His mom was always a collector of antiques and he started noticing that her collectibles were falling apart. This led him to coming up with creative ways to fix her antiques and sketching up ideas on how to repurpose them. He then started creating pieces of his own. Creating art saved his life, it helped him stay sober, and gave him a creative and positive outlet for his soul.

Sharing his art

Once he started posting his art to Instagram, it really started taking off. People would message him asking to buy his pieces which led him to selling at the Stockmarket and eventually setting up his own store. Port City Mercantile opened its doors for the first time in late January this year. Theodore sells unique, one-of-a kind pieces of furniture, like lamps and tables, and art made from upcycled and recycled material. He scours flea markets, garage sales, and everything in between for his materials and turns them into special creations. Because of this no two pieces are ever the same. One of Theodore’s core beliefs is that we should always be giving back, whether it be to our community or earth which is why he uses the materials he does. He utilizes what he already has instead of buying new materials and creating more waste, going on to say “the earth already has so many great materials to work with. The earth is good to us so we should be good to it.” Theodore gets his inspiration from his surroundings and by taking note of what’s missing in people’s lives. He hopes his art can act as conversation pieces in people’s homes. Noting that it’s hard to have a conversation about an Ikea lamp that everyone has, but it’s easy to talk about a unique piece of art that you are proud to own.

Like all non-essential businesses, Port City Mercantile is closed right now but will be open as soon as it is safe to do so. When we’re able to gather again, Theodore plans to host community events like open mic nights and art shows for other artists as another way to give back to the community.

Supporting the community

Theodore said he knew Downtown Stockton was the perfect place because he always loved an underdog. He wanted to start his business in a place that was under-utilized and do his part to help develop it. He went on to say that Stockton is a growing place and it really reminds him of San Francisco in many ways. His philosophy is that you can’t complain about an area if you’re not going to actively try and make it a better place, further clarifying that, “People always complain that there’s nothing to do. There’s plenty to do here but you actually have to go out and do it, it’s not gonna just come to you.” But perhaps most importantly he loves the community that he’s in, specifically shouting out Red’s Coffee and Golden Rose Barber. “Stockton shaped me into a more cultural person because of how diverse it is. It feels like a small town but it’s still a city, like a mini San Francisco.” Theodore is extremely passionate about the Downtown Stockton community and hopes the current situation will help it thrive when businesses are up and running again. His advice was, “Right now is showing us the importance of small business, if you buy from amazon, you’re just making a billionaire richer. We should support each other now more than ever. We need to keep supporting local even after this, learn from this and don’t go back to the way we were. We can build a stronger community and be better than ever. It’s really a numbers game, if more people shop downtown less people will be afraid to check it out. Like they say, if you bring light into the darkness the evil will go away.”

Theodore believes that sharing his story is important because there’s such a stigma around alcoholism that tends to force people not to talk about it. He hopes his ability to live openly can help at least one person speak out and seek the help they need because sometimes people don’t even know how to ask for help themselves. He wants to show that you can move forward and find healthy outlets like he has with his art.

Fast 3

What animal do you think represents the essence of Downtown Stockton?

A lone wolf because we were kind of abandoned. They developed everywhere else like Weston Ranch and 8 Mile but they should’ve started here and built from the inside out.

Describe Downtown Stockton in one word

Inspiring

What’s your favorite downtown eatery?

Cast Iron

Notes

Check out Theodroe’s work on Instagram at @Art_By_Theodore

Theodore plans on changing the store’s name from Port City Mercantile to Theodore’s Mercantile in June when he renews his business license.

Mural, Mural on the Wall: A Look Into Some of Downtown’s Murals

Posted on April 24, 2020 by digitalgear

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By Jessica Nguyen

If you’ve been to Downtown Stockton, chances are you’ve seen some of the murals that adorn the walls of the buildings downtown. Not only do these colorful murals allow for local artists to share their talents with the community, they also add life, inspiration and beauty to downtown. Their presence fosters a sense of togetherness and symbolizes the creativity, talent and dedication of our community. Oh and of course, they also look great in photos! So whether you’re searching for the perfect location for that next Instagram post or you’re just curious about some of downtown’s beautiful artwork, I’d like to share with you some of my favorite downtown murals!

Dear Stockton – 240 N. Hunter Street

Local artist Joel Munoz painted this piece in 2012 as part of the “Dear Stockton Project.” This project encouraged the community to demonstrate their love for Stockton through various forms of art. The powerful, white-lettered message on the mural that reads, “Dear Stockton, Smile. You are loved,” makes this one of my favorite downtown artworks, as it reminds us all that we are all part of a great community, who is, in fact, loved. The message really captures the spirit of businesses and so many individuals downtown who are all putting their energy and dedication into rejuvenating downtown and breathing new life onto its streets. If you are ever feeling down, take a walk and make sure to stop by this mural- it’ll help lift your spirits! (Plus, it’s right next to the movie theater, so go see a movie while you’re at it!).

Musical Legacy of Dave Brubeck- 20 N. Sutter Street

If you’re feelin’ jazzy, come admire the “Musical Legacy of Dave Brubeck” artist Anthony Padilla created to honor Dave Brubeck, a great jazz pianist and composer. It features the passionate members of the Brubeck quartet playing away on their instruments against a familiar Downtown Stockton backdrop complete with a golden evening sky. The musicians look so focused that you can almost hear the jazz tunes! Fun fact: Dave Brubeck attended College of the Pacific right here in Stockton from 1938-1942. Interestingly, he first wanted to study to become a veterinarian, but quickly switched to music soon after starting at Pacific- and we now how that ended up working out! The mural inspires us, and shows us that great things can happen when we pursue our passions. It’s not only a beautiful piece that aspiring musicians can appreciate, but for anyone who is working towards reaching their dreams.

Power Through- 215 N. California St.

This visually stunning piece adds a vibrant pop of color into the gray lot and surrounding buildings in the area. Street artist Astro Graft is the mind and artist behind the eye-catching piece that could be mistaken for an optical illusion. While working on the piece, Graft shared that the mural’s design was based on Maslow’s Hierarchy of Needs, a Psychology Theory that is often depicted depicted as hierarchical tiers in a pyramid. The mesmerizing piece could serve as a perfect backdrop for photos! Why not take advantage of the mural’s easy-access location and incorporate it into your next photoshoot? Plenty of people already have!

Kobe and Gianna Mural- American Street and Minor Street

The most recent addition to downtown’s family of murals, this beautifully crafted memorial piece of the late Kobe Bryant and his teenage daughter Gianna was painted by a pair of local artists: Daniel Paniagua and Kone Lathipanya. They both cited their admiration for Kobe- not just as a basketball player, but as a man and father. Both artists shared that the mural was also in memory of all the other passengers who were on that ill-fated flight earlier this year. We’ll remember them, and we’ll remember Kobe’s “Mamba Mentality”: may we never forget to keep working hard to master our passions.

2020: The year of the Library

Posted on January 24, 2020 by digitalgear

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By Jordan Rosales

It may already be 2020, but 90’s nostalgia is at an all-time high and right now no other after school cartoon is remembered quite as fondly as Arthur. Arthur was always there to make us laugh and teach us valuable life lessons. Among the lessons on how to spell your name and how to be a friend, one of the most important things that Arthur taught us was that having fun isn’t hard when you’ve got a library card! Luckily for us, there’s a fantastic library right here in Downtown Stockton and getting a library card is incredibly simple! All you need to do is walk into the Cesar Chavez branch with your ID. If your current address is different than the one listed on your ID simply bring something with your correct ID and if you are under 17 years old an adult needs to come with you to sign up.

Fun for Everyone!

Without a doubt, you will find traditional shelves of books on every subject imaginable at the Cesar Chavez Library, but you will also find that they offer fun programs and activities for the entire family! To view the programs simply go to the San Joaquin Library website at SSJCPL.org. From there you’ll want to click on the events calendar page in the dropdown menu labeled “programs.” Once you’re in the calendar, click limit by location and select the Cesar Chavez library! Just click go and you’re in!

The library offers multiple events almost every day of the month for every age range. Regular activities include free computer classes for seniors, genealogy helpers’ events for adults, teen SAT/ACT prep workshops, and preschool playtime/storytime for kids!

One upcoming program the library is especially excited to offer throughout the month of February is the Volunteer Income Tax Association (VITA) Free Tax Services offered every Tuesday from 10 am ‑ 7 pm. VITA helps people prepare for tax season! All you need to do is call them at (209) 483 – 4190 and book an appointment.

The library provides a wonderful sense of community through its many clubs: chess club, book club, coloring club, Lego club, and more! Not only that, but you are BOUND to make lasting family memories by attending one of their craft nights, where you can make things ranging from valentines to mugs! They also offer a bilingual storytime called Vamos A Leer. The best part of it is that all these programs are completely free with your library card!

The World at your Fingertips

While the staff at the Cesar Chavez Library would love to see you in person, they want to remind you that there a ton of online services they offer too. With just your library card, you have access to educational tools across the internet. Thousands of magazines await you with Flipster. You can stream critically acclaimed blockbusters like Lady Bird and Moonlight along with educational documentaries on Kanopy. Hoopla offers free e-books and free audio e-books perfect for long car rides like commutes and road trips. Tutor.com offers one on one chat to help kids with their homework in every subject all the way through their senior year of high school. Having a library card even grants you access to Rosetta Stone which will help you tackle that New Year’s resolution of learning a new language or prepare for a trip overseas.

If you thought libraries were a thing of the past, welcome to 2020. The Cesar Chavez library is so much more than a building with books – it offers community, education, and fun. So, if you’re ever bored and looking for something to do, just remember what your old pal Arthur said, “Having fun isn’t hard when you’ve got a library card!”