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Where do you go when you get a craving for noodles? If you’re near Mesa, Arizona, the destination is obvious: the Asian District.
Mesa’s Asian District, a commercial cluster of more than 100 restaurants, retail shops, grocery stores, and service businesses, has grown into a regional hub for visitors and residents alike. Entrepreneurs representing cultures from Korea, Japan, Vietnam, Thailand, China, and elsewhere throughout Asia have created international opportunities for noodles and so much more.
Beyond being a place to dine, the district is a great example of how a city can leverage a cultural asset to drive tourism — even when that culture has operated somewhat under the radar for years. After all, it took years for Mesa’s Asian District to gain people’s attention beyond its small yet active Asian community.
“It’s amazing, the businesses we have. You could eat every day in the district for three months and not go to the same place,” said Jaye O’Donnell, the City of Mesa’s economic development director.
“What’s really special about the Asian district is how the businesses have clustered and come one after another,” she said. “We are a big city, and we have our own slice of international culture and blends of cultures.”
Image Source: Visit Mesa, City of Mesa
Many cities looking to spur new economic development may be inspired to build something like the Asian District. But the business owners and marketing professionals involved say that its success is due to its authenticity and organic origins dating back to 2008.
Demographically, Mesa is diverse, but especially in the small region around the Asian District. Around 14 percent of the residents living in a three-mile radius of the district — Dobson Road from Main Street to Broadway Road — have an Asian ethnic background, according to a city study.
The people who frequent the Asian District are even more diverse, both culturally and geographically. Visitors often drive two or three hours from Yuma, Flagstaff, and beyond, Ms. O’Donnell said.
Image Source: Visit Mesa, City of Mesa
It may have been hard to imagine the success of the Asian District back in 2006 when the Mekong Real Estate Investment Group purchased an empty, 100,000-square-foot big-box store. Drew Burtoni, the development manager for the investment group, said the area was “a little rough” and certainly not a destination for much of anything.
“Since we came in, it has cleaned up a lot,” he said. “It took a few years for pockets of Asian stores to open. Now, we’re a mega-center for Asian food and groceries. The idea for Mekong Plaza came from Mr. Burtoni’s father-in-law, who saw a need for an Asian grocery in Mesa. They chose the location due to its centralized proximity to many growing towns like Scottsdale and Gilbert, all easily accessible by car or light rail. They didn’t do much advertising — because they didn’t need it.
“In Asian cultures, the centers are family and food,” said Mr. Burtoni, who is Filipino and Italian and whose wife is Chinese from Vietnam. “At first, 80 to 90 percent of our customers were Asian. But now, if you’re in the grocery store, you’ll see African, Mexican, and American people. They see cool cuisine and love trying new things.”
There is a lot to try. From Taiwanese bubble tea to Vietnamese pho to Korean kimchi, the food is authentic and delicious. Gift shops selling interesting Asian-themed goods and grocery stores stocked with specialty items are always busy. The internationally famous H Mart even opened a location in the district.
Ton Wong opened Wong Insurance Agency in Mekong Plaza in 2008, and he said he likes having a business where it’s so busy.
“When Mekong Plaza started with only a few restaurants and was anchored by Mekong Supermarket, it was not popular,” Mr. Wong said. “Now, the district is becoming a destination for travelers from out of state, and it is great to witness the growth of the Asian District since we opened the office.”
Image Source: Visit Mesa, City of Mesa
As the tax base organically grew over the years, the Asian District got the attention of city economic development officials. In 2017, they began work to expand the city’s redevelopment areas and included this cluster of businesses in the boundaries. As work began to support the area’s growth, they started a branding effort. They created a website, AsianDistrictMesaAz.com, to list all the businesses, provide maps, and even share the locations of Asian-themed murals scattered around the district. They designed a logo featuring a tangram, which is a 2,000-year-old game from China that symbolizes unity and the unique qualities of the different cultures and ethnicities found there.
The website also highlights other Asian-owned businesses that have opened near Mesa Community College and in the Three Fountains Plaza — scores more independent retail shops and restaurants that grew from the success of the main district.
But those weren’t the only economic outgrowths Mesa officials attribute to the Asian District. Two new multi-family complexes are currently under construction nearby, and the Mekong Plaza is in the midst of a $10 million expansion project that should be completed before the end of the year.
“The market value will just continue to increase,” Ms. O’Donnell said. “There will be a natural redevelopment process on some of the nearby parcels.”
Image Source: Visit Mesa, City of Mesa
Mr. Burtoni said he appreciates the support of city officials, who also often stop by for a meal. While they work to spread the word, the small business owners also organize special events like parties for Chinese New Year and Japanese holidays to attract more visitors. The quarterly Asian Night Markets are especially popular.
“People become immersed in the culture. That may be the first time they see a certain kind of bao, for example,” he said. “You can get groceries, cuts of meat, and fresh live fish you can’t get anywhere else. Mom can get Thai, dad can get Vietnamese, the kids can get Taiwanese, and everyone is happy.”
Mr. Wong, who said he always searches for local “Chinatowns” when he travels, said he’s looking forward to seeing more restaurants and small businesses opening around his insurance company. Many of his clients are Vietnamese and prefer to speak in their native language, but he works with everyone who needs an insurance consultation.
“I look forward to seeing more restaurants and small businesses occupying the new extension of the Mekong Plaza,” he said. “Variety is what people want in the Asian District.”
Ms. O’Donnell agreed. She said she loves visiting the district to try all the different cuisines.
“Having this district that we can champion and be proud of is a reflection of how the community values diversity and multiculturalism,” she said. “There’s a place for everyone in Mesa. In 20 years, it will be bigger and better.”
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