Dominic Prado is moving Tacos El Ultimo Baile from Oakland’s Fruitvale to Saluhall in San Francisco by the end of June, citing several challenges. He believes the lack of marketing for Fruitvale undermines local businesses, which is compounded by safety issues. Following the closure of his Fruitvale location last July, stemming from low sales and construction disruptions, Prado is seeking a more viable environment at Saluhall. Despite ongoing financial struggles since the pandemic, he perseveres through catering while advocating for local business support within his community.
"The primary factor is the lack of direct marketing for Fruitvale as a destination, which Prado believes limits the potential for neighborhood businesses."
"Sure, public safety is part of it. But, it is also not being a place that's marketable or branded in any kind of way."
"The revenue from my business... still has not recovered to pre-pandemic levels, but he has been able to stay afloat thanks to catering."
"Prado was part of the Comunidad Comerciantes Fruitvale, a grassroots group of local business owners hosting clean-ups, town halls, and press conferences to put pressure on city officials to address their concerns."
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