Latino-owned small businesses are playing an important role in downtown Merced’s resurgence, helping redefine how the city’s shopping and entertainment district feels today.
Since the COVID-19 pandemic, downtown Merced has slowly come back to life, thanks to millions of dollars in investment from public and private entities alike.
Key milestones have included the renovation of historic buildings like El Capitan Hotel, The Mainzer and The Tioga. Most recently, the expansion of Bob Hart Square has helped draw people back to Main Street.
Additionally, the creation of the Tourism Business Improvement District and downtown’s designation as a state cultural district has further solidified a new era for downtown Merced.
Now, Latino-owned businesses, such as Luna Luna 209, are writing the latest chapter of downtown Merced’s renaissance.
Co-owners Angela Duggan and Odalis Guillen never expected Luna Luna 209 to become what it is today.
“We were afraid that we wouldn’t be successful,” Guillen said.
Credit: Rosita Ventura-Gomez/ The Merced Focus
The business partners started by selling Y2K clothing at local markets, slowly building a following through pop-up events and social media. Opening a brick-and-mortar store in downtown Merced felt scary for them, they said, especially without much experience running a full business.
But when they announced on Instagram their soft opening at 1731 Canal St., the response was instant.
“The night before, we literally just posted, ‘Hey, soft opening, come check us out,’” Guillen said. “It wasn’t even a post, it was just a story.”
Their social media following – built through sharing their process, working with local vendors and documenting their journey – showed up in full force, filling the space and affirming that Luna Luna 209 deserved a place in downtown Merced.
For Duggan and Guillen, the turnout reflected something bigger than their business. It reflected the innovative energy of the San Joaquin Valley.
“We have a very creative community,” Duggan said. “Downtown, being the hub of locally-owned businesses, I think that’s what drives it. The Valley has so many creatives and people who are so driven in what they do.”
As young Latina business owners, they recognize how rare their experience is.
“I think we sometimes forget how unique this is,” Duggan said. “It doesn’t happen a lot, especially young Latinas owning a business. Our community has been so welcoming. It’s really crazy what we’re doing.”
Building a community
That same spirit of risk and creativity can be found at Una Más Taproom, located at 420 W. Main St., where family, culture and community come together in the heart of downtown Merced.
Growing up watching their parents run their own business, Abraham Santana and his brother always knew they wanted to build something together. Their love for craft beer, coupled with Merced’s rapid growth, made downtown the perfect place to open.
“This is our hometown,” Santana said. “Seeing downtown develop has been eye-opening. People who’ve lived here for years tell us it wasn’t always like this. Now you see people walking around, going to restaurants and shops. You can see it’s growing.”
Inspired by their family’s roots in Guadalajara, Una Más Taproom blends craft beer with Latin culture, creating a space centered around community and connection.
“It feels good to be part of the community,” Santana said. “We’re grateful to contribute to where Merced is going.”
Just a few blocks away at 1717 M St., Kind Neighbor’s owner shared a similar story of wanting to serve the community.
After watching her parents struggle with health issues, Rocio Gonzalez became passionate about using food as a way to heal. She left her tech career in the Bay Area and returned to Merced, determined to create something meaningful here.
“I didn’t know if it would work here,” Gonzalez said. “People told me it wouldn’t. But I wanted to see for myself.”
She began selling juices from home in 2018 before eventually opening Kind Neighbor in downtown Merced, offering healthy and locally-sourced products.
“I wanted to create something that serves my community,” Gonzalez said. “I want people to feel welcomed when they walk in.”
As a Latina business owner, Gonzalez views her work as part of a larger generational shift.
“Our parents worked hard to give us these opportunities,” she said. “I feel like we’re living their dreams.”
Importance of representation
For Veronica Pulido, the rise of Latino-owned businesses in downtown Merced reflects something deeper than economic growth. It reflects representation.
Pulido, a Merced real estate agent and former small business owner, said she has watched the shift unfold over the past several years, both through her work in real estate and her own experience running a business.
“I’ve definitely seen it within the last couple of years,” Pulido said. “A lot of Latino businesses are coming up here in Merced, and I’m loving it.”
That growth, she said, mirrors the community itself. Latinos make up the majority of Merced’s population, and she said she believes downtown is finally beginning to reflect that reality.
Latinos make up the majority of Merced County’s population, and that influence is becoming more visible in the businesses lining Main Street. As the county’s population is projected to reach nearly 297,000 residents by 2028, more Latino entrepreneurs are opening storefronts that reflect both their cultural roots and the city’s future.
Many of the emerging entrepreneurs Pulido has noticed are first-generation Latinos, she said, driven by the sacrifices their families made to build a life in the U.S.
“Our parents came from thousands of miles away to come here and establish themselves,” Pulido said. “If they were willing to take that risk, why can’t we take the risk to build something here?”
As Merced continues to expand with new housing developments, UC Merced’s growth and ongoing investments in downtown, Pulido said she expects Latino entrepreneurs to remain central to the city’s future.
“I’m very optimistic for Merced,” Pulido said. “There are good things coming, and I hope we continue to support local businesses. That’s the only way they’ll continue to grow.”