THE HIGHLAND AVENUE PROJECT
A team of student journalists from San Diego City College spent the spring 2021 semester reporting on the disproportionate impact of COVID-19 on National City’s smallest Latinx-owned businesses as part of the Democracy and the Informed Citizen Emerging Journalist Fellowship program. The fellows selected were Katia Pechenkina, Vicky Pineda, Gabriel Schneider and Susana Serrano. To learn more, click here.
National City entrepreneurs struggle to keep business afloat during COVID-19 pandemic (with podcast)
A combination of high COVID-19 cases, surging unemployment hinders Highland Avenue’s smallest businesses
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Barbershop owner continues his business on his own
La Rumba was forced to shut down two separate times due to COVID-19 restrictions
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National City market uses social media, delivery services to survive the pandemic
Family business improvises to keep its catering income coming in
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Restaurant owner taps his network for help to survive pandemic
Owner of Birrias, Chivos & Cheves struggled to keep the doors open
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Family-owned advertising and marketing business finds ways to survive during the pandemic
Family Decals in National City transitioned to its garage to continue filling customer orders
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Tortilleria struggles to keep up with declining sales during COVID-19 pandemic
Owner of El Grano de Oro tried to apply for government grants but was unsuccessful
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National City entrepreneur balances two different businesses during the pandemic
The owner of a flower shop and novelty gift store gets creative to keep customers coming back
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GALLERY: A tour of Highland Avenue’s small businesses
The street is home to small, locally-owned restaurants, barbershops and markets
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About The Highland Avenue Project
The multimedia project takes in-depth look at pandemic’s impact on National City’s family-owned small businesses
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