In Search of Fairfax

Map: Comparison of Retail Sales across "Ethnic Enclaves," 1980

Vitalize Fairfax employed various strategies to attract more consumers to the Beverly-Fairfax neighborhood and promote Fairfax Avenue as an “ethnic showcase area.” By sponsoring studies that compared Fairfax with other retail-focused ethnic neighborhoods, Vitalize sought to better understand how to present Fairfax as a commodified Jewish space within a diverse metropolis and increase the area’s draw of sales.

Source: Envicom Corporation, SRI International, and Greer and Company, Beverly-Fairfax Neighborhood Revitalization Strategy: Final Report ([Los Angeles?]: 1982.

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