California Humanities

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

Katia Pechenkina, Vicky Pineda, Gabriel Schneider, and Susana Serrano • June 24, 2021

The second oldest city in San Diego County has been hit disproportionately hard by a distressing combination of soaring COVID-19 infection rates and surging unemployment throughout the pandemic.

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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

Susana Serrano, Multimedia Journalist • June 23, 2021

Inside the barbershop, bachata music was blasting and the blue walls were decorated with Dominican Republic memorabilia and posters with the most popular fades, tapers and buzz cuts.

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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

Katia Pechenkina, Multimedia Journalist • June 23, 2021

Rodeo’s Meat Market and Catering stands out on Highland Avenue between an empty parking lot and a smog center. The business originally focused specifically on catering tacos and other Mexican cuisine.

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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

Susana Serrano, Multimedia Journalist • June 23, 2021

The smell of freshly made corn tortillas was in the air of Tortilleria El Grano de Oro, a family-owned business on Seventh Street and Highland Avenue that has been open for 33 years.

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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

Gabriel Schneider, Multimedia Journalist • June 23, 2021

In a corner lot on Highland Avenue and E 16th Street sits a circular-shaped flower store called Angel Petals, which shares a parking lot with Dream Crystals Gifts that sells many eclectic merchandise.

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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

Katia Pechenkina, Vicky Pineda, Gabriel Schneider, and Susana Serrano • June 16, 2021

The coronavirus pandemic hit underserved communities in the United States the hardest and Latinx entrepreneurs had to adapt to new challenges to keep their businesses open.

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