Supervisor Paloma Aguirre
San Diego County | District 1

The Chula Vista Mall was where my professional journey began. In the early 2000s, I’d hop on my skateboard and head over for my shift in merchandising—my very first job.

Between folding clothes, setting up displays, and learning the rhythm of a busy mall, I was also learning some of life’s most important lessons: show up on time, work hard, and take pride in what you do.

Chula Vista Mall wasn’t just where I picked up a paycheck, it’s where I began to understand the value of responsibility and community. Looking back, those skateboard rides to work were the beginning of a journey that shaped who I am today.

Councilmember Jose Preciado
City of Chula Vista | District 2

For my family and me, growing up in South Bay, specifically the Nestor area, Chula Vista Center was more than just a shopping destination. It was where we went together, where routines were formed, and where small but meaningful moments were created. Whether it was a planned trip or a quick errand, it always felt like an outing, something we did as a family.

I remember watching my parents make their way to Sears to look for appliances -it was the best place for that. My brothers, little sister, and I would trail behind, sometimes impatient, sometimes curious, but always together. The Chula Vista Center was a gathering place for families across South Bay, Chula Vista, and National City, neighbors who came not only to shop but to take care of everyday needs while connecting with their community.

One of the stops that stood out to me most was JCPenney. As a kid, finding clothes that fit just right wasn’t always easy, and I remember that being the place where I could find husky jeans—something I needed as a chubby boy, even though my brothers didn’t. At the time, it might have felt like a small detail, but looking back, it’s something I remember clearly. It was one of those moments where you felt seen and taken care of, even in a busy store.

More than anything, what stays with me is the time spent together as a family. Those trips to the Chula Vista Center weren’t just about shopping—they were about being present with one another, sharing space, and building memories that have stayed with me over the years.

Today, as a Councilmember for the City of Chula Vista, I’m proud to serve this community within District 2. It means a great deal to see the Center continue to grow, and to watch new families create their own memories. When I think about the Chula Vista Center, I see a reflection of community, family, and the everyday experiences that connect us all.

Martha Anel Alvarez
Group Director | Wa-Kushmaa Folk Productions

My fondest memories of crossing the border from Tijuana on the weekends were those included visiting and shopping at the Chula Vista Center in the 90s. I can still see the towering Macy’s building, the colorful carousel, and the busy food court at the end of a long shopping day. Back then, I would have never imagined that my own dance academy would one day call this iconic place home.

In August of 2016, I began searching for a space that could meet the needs of my growing academy. The staff at the center, including Javier, who remains a dedicated team member today, provided the kind of professional support and welcoming energy every small business owner hopes for. When he showed me to see the space, there was an immediate connection. I knew I couldn’t leave without signing the contract. At that point I had already led my group for 10 years, however, it was the first time we truly had a facility that matched our vision. A place where we could do our activities and classes with the safety and security the Center has always provided.

Since our arrival at the Center, we have benefited from the unwavering support of every administration. Their partnership has taken many forms including and not limited to: allowing us fundraising spaces for our gift wrapping sales to showing true compassion through flexible payment options during the pandemic. Like so many businesses during those difficult years, I watched with a heavy heart as my neighbors started to leave. For a brief moment, I feared we had to do the same, but our students, families, and friends stepped forward to ensure we stayed afloat. It was such an emotional experience to see how our community united to provide such support. From that moment on the Center had become more than just a space; it is our second home through a partnership built on mutual support.

Today, our academy is a place of joy. On one occasion I had a teenage student tell me, “When I enter the academy, it has a unique smell; I feel at peace in my safe place.” One of our many benefits of our location is the convenience it offers to our students and families. Parents can drop their kids off for class and take a moment for themselves and go shopping or get a coffee. It also provides a variety of food options for our older students when they’re coming straight from school. Also, I cannot emphasize enough how safe I feel each time I leave late after a class or work long hours on upcoming projects. It’s a comfort that I, our students, and our families never take for granted.

We are honored to serve a diverse community from all over San Diego including students that commute from Escondido, El Cajon, National City, San Ysidro, and yet, the majority are Chula Vista locals. Though our studio sits quietly away from busy walkways, our academy is ever present and visible in the community. Our academy has become a destination for dancers across the County. Our reach extends far beyond the studio walls, with performances spanning local, national, and international stages. We also maintain a vibrant digital presence; our TikTok livestreams regularly draw between 500 to 1,500 viewers from around the world. When we showcase our beautiful space online, followers often comment on how they recognize or admire the center. This visibility has even turned viewers into students coming into the studio and enrolling for classes.

I am incredibly inspired by the initiatives the center’s administration has taken. They are breathing new life into a landmark that holds so much nostalgia for us locals. Seeing the shopping center bustling and vibrant once again, driven by events created and hosted by the mall, is truly beautiful. Chula Vista thrives when we have dedicated community and cultural hubs like this.

(619)721-6234 | www.facebook.com/anelwakushma

Ernesto Perez
Owner Anytime Signs

I am no poet, but here are my best words to describe the mall in my experience. Back then, the shopping center felt enormous. When I was a kid growing up in Chula Vista, it was more than just a place to run errands—it was where weekends happened. I remember walking through the parking lot holding onto my mom’s hand, looking up at storefronts that felt larger than life. Every shop had its own personality, and the bright colors, glowing signs, and bold lettering pulled me in without me even realizing why. I never thought about who made those signs. I just knew they were part of the experience, part of what made the place feel alive.

Over time, though, things changed. Life moved fast, and the shopping center that once felt like a world of its own slowly became part of the background. Some businesses came and went, and the signs that once stood out began to fade into everything else. Somewhere along the way, my path led me into the world of signage and promotional advertising. I learned how much thought goes into every detail—the materials, the design, the placement. I started seeing spaces differently, noticing the things I had once taken for granted, understanding how much impact a well-made sign can have.

Now, I find myself working with that same shopping center. The layout is still familiar, the feeling still there, but my role has changed. I’m no longer just passing through—I’m helping shape it. Every sign I design and install adds something new to a place that has been part of my story for years, and in a way, it feels like I never really left.