New West Side brand unveiled; vote soon to rename Cesar Chavez Street

Update: The West Side Community Organization postponed the public vote to rename Cesar Chavez Street, originally scheduled for August 18 and 25. New voting dates will be released soon but were not available as of press time. In a social media post, WSCO acknowledged that some community members were disappointed that Concord Street, the street’s former name, wasn’t on the ballot. WSCO said that name wasn’t selected because it doesn’t meet a guideline of the Cesar Chavez Street Renaming Committee that states “the new name should honor the original intent behind renaming Concord Street to Cesar Chavez Street, reflecting and preserving the Mexican-American heritage and history of the West Side.” Name options originally slated to be on the ballot are Del Sol Street, El Barrio Street, El Rio Vista Street, La Raza Street and West Side Street. For more details, visit wsco.org/streetrenaming.

By Jake Spitzack | Staff Writer | August 2026

The West Side’s faded streetlight banners will be replaced over the next year and the public had a glimpse of the new designs at a recent unveiling event. They were created by the independent Office of Cultural Work, based on community feedback. Funding came from a $115,000 grant from the City of St. Paul’s Commercial Corridor Program. The new branding will also be on merchandise available through the West Side Community Organization – the city’s district planning council for the West Side – and local businesses.

District del Sol, encompassing Cesar Chavez, Wabasha and Robert streets, will be represented by a logo of a sunset.
The rest of the West Side will have banners depicting a hummingbird logo.

“What we ended up with was actually quite different [than designs released earlier this year] because of the community feedback,” said WSCO communications coordinator Julia Diaz. “It was great to see so many people come out. We wanted to do something big this summer and celebrate something positive for the community, especially with the rough start of the year with Operation Metro Surge.”

The Smith Avenue Corridor was also part of the rebranding project, but the official name and logo haven’t yet been selected. The final name options are Smith Ave., Capital View, Bridge to West, and Smith & Bridge.

More than 200 people attended the unveiling event, which doubled as WSCO’s annual “Voices” event. It featured food, activities, creation of a traveling community-made mural that is now on display at 76 Baker St. E., across from Humboldt High School, giveaways and ways to get involved with WSCO. The Voices event provides WSCO a chance to garner community input on its current initiatives. It was revived in 2025 after a two-year pause and Diaz said there are plans to make it a quarterly meeting so the public can have more opportunities to check in on WSCO’s work and get involved.

The commercial corridor program is designed to help spark economic activity among the city’s most popular business thoroughfares, and another wave of funding is slated to be awarded to district councils in 2027. WSCO is expected to get $90,000, however the Smith Avenue corridor will not be eligible to utilize the funds in 2027. The St. Paul Housing and Redevelopment Authority updated its guidelines for the program and removed Smith Avenue because it is predominantly residential. Grants are based on the Commercial Corridor Index, which considers business density, land use and vacant properties.

In addition to the rebranding work and Voices event, this year’s funding has allowed WSCO to create an online West Side business directory, begin creation of a printed West Side tourist map, and establish a West Side business loyalty program that gives shoppers the chance to get a free West Side branded tote.

Street renaming
Another big identity shift is also taking place on the West Side. On Aug. 4 and 18, West Siders can vote for a new name for Cesar Chavez Street. The time and location weren’t available as of press time but there will be in-person and virtual options. It will only be open to residents or business owners in zip code 55107. Name options were not available as of press time but came from three public events and an online survey, all conducted in July.

The street is being renamed following a New York Times article published this spring alleging that famed labor and civil rights leader Cesario Estrada “Cesar” Chavez sexually assaulted and abused several women, including minors. Minnesota legislators have already voted to abolish Cesar Chavez Day, which was celebrated on March 31, Chavez’s birth date. The holiday is now called Farmworkers Day.

Get involved
WSCO’s board meetings are held at 6 p.m., the first Monday of each month at the WSCO office, 209 Page St. W., and are open to the public. Notably, staff are calling on residents to take a “pledge for environmental justice on the West Side” – available on the WSCO website – as they ready an action plan to bring healthier living conditions to the West Side’s Southport neighborhood. That area is documented to have dangerous air quality as well as traffic issues that can impede emergency vehicles. A short documentary-style video with more details about the Southport neighborhood and industrial zone has been created by Resource Media and will be released by the end of August. Additionally, WSCO’s annual meeting is scheduled for Nov. 7 and will feature board elections, and awards for the West Sider of the Year and West Side Business of the Year. For more information, visit wsco.org.

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