Where Heritage Lives: How Community Support has Helped the Canal District Grow its Local Businesses
October 7, 2025
by Emma Robertson 2 weeks ago
The Canal District understands the importance of community support.
Take the ongoing work by grassroots organizations such as Marin Latino Leadership, Marin Promise Partnership and Canal Alliance. These groups have worked in this East San Rafael neighborhood for decades and aim to help uplift Latino families and empower their place as equitable members in and beyond San Rafael.
“What gives me hope is knowing that this work isn’t just about the Canal. It’s about building the prosperity and resilience of San Rafael and Marin County as a whole,” says Canal Alliance CEO Omar Carrera. “When we invest in historically excluded communities, we strengthen the entire region, creating a healthier, more equitable place for everyone.”
San Rafael’s Chamber of Commerce President and CEO Karen Strolia agrees, especially in the context of the local businesses. “Where generations of family businesses stand shoulder to shoulder with new ventures, neighbors become customers and friends. The Chamber is here to nurture the balance, helping our local economy flourish while keeping our business community’s spirit alive and well,” Strolia says.
To help budding local entrepreneurs, Canal Alliance also offers a program called Construyendo mi Negocio (Building my Business). This 10-week class is taught in Spanish and sponsored by Marin Small Business Development Center, teaching skills like budgeting, market research, business operations and more.
So whether this is your first time exploring the many businesses located in the Canal District — or are looking for ways to support the neighborhood in light of last month’s tragic fire — here are a few local retail shops and eateries to get you started.
Food Service
Retail Shops
Food Service
Cardenas Market
330 Bellam Blvd
This grocery store has locations throughout California, Nevada and Arizona, with both authentic Hispanic food, like daily-made tortillas, and traditional grocery finds. They also run the Cardenas Markets Foundation, a nonprofit scholarship program that aims to make a positive impact in the communities of which they’re located — residents of San Rafael can apply, and some have even won in the program before.
Celia’s Mexican Restaurant
1 Vivian St
The nostalgic Celia’s Mexican Restaurant — which has been around for over 60 years — has eight locales around the Bay Area, including the San Rafael location which opened in 1971. While the locations aren’t formally recognized as a chain or a franchise, they’ve managed to stay close to family and all use the same recipes passed down from Celia herself. The enchiladas, for example, are largely responsible for what sparked the transition of the original SF-based Celia’s Cafe from traditional American diner to authentic Mexican restaurant.
Picante Taqueria
340 Bellam Blvd
Picante is well-recognized in the San Rafael community for its authentic, family-friendly Mexican cuisine. The Latinx-owned taqueria has been in business here since 1993, and even has inclusive touches like gender-neutral restrooms.
Taqueria Mi Familia
55 Bellam Blvd
Taqueria Mi Familia has two locations — San Anselmo and San Rafael. Both spots are known for their casual yet welcoming dining atmosphere and traditional Mexican fare at an affordable price point that anyone can appreciate.
Retail Shops
Wacla Sports
130 Alto St
Family-owned Wacla Sports has supported athletes in the community since 2011, with a focus on soccer and basketball; this emphasis stems from their connection to the Latinx community, their website says. While they sell equipment, they also sponsor youth sports teams, donate equipment to schools and hold free clinics in alignment with their mission to serve the community and uplift the Latinx sector especially. They also went through the Construyendo mi Negocio program.
Iris Flowers & Gifts
48 Elena Cir
Also an alum of Construyendo mi Negocio, Iris Flowers & Gifts was launched in 2022 and offers a number of flower-related products, including floral arrangements and gift baskets. Business owner Iris had lived in the Canal District herself when she first moved to San Rafael, and was able to bring her passion for flowers to life after learning about the Canal Alliance and their program.
Salon Mirsa
87 Larkspur St
Since 2012, Salon Mirsa has provided their services, which range from haircuts for the whole family and hair coloring, to event styling, straightening treatments and perms. Mirsa and her team of stylists are not only highly skilled but also deeply connected to the community, making every client feel comfortable and at home.
Joyeria Guadalupana
175 Belvedere St
Right in the heart of the Canal District, Yenny and Andrés founded Joyería Guadalupana in 2013 as a family business. Their goal has always been to maintain a strong connection with the community while building a future for their two daughters. Today, they operate two small shops side by side. The first is a jewelry store specializing in gold, silver, watches and jewelry repairs. The second offers a variety of accessories for women, men and children, along with perfumes and cell phone recharges.
Commemorating Día de los Muertos in San Rafael
Translated in English as “Day of the Dead,” some of these businesses are also great to turn to when you’re looking to celebrate this Mexican holiday.
During this holiday, families build ofrendas (altars) that are used to connect with their loved ones that have passed. Not sure how to make one? Cardenas Market has a guide on their website, and you can visit their San Rafael store before the holiday to look for altar-building needs like candles and Pan de Muerto (bread of the dead). In 2024, they even hosted their La Catrina Photo Contest, with prizes doled out to those deemed having the best Day of the Dead sweet sugar skull makeup — keep an eye on their website to see if they bring it back for 2025.
The City of San Rafael is also hosting their 37th annual Día de los Muertos Celebration on November 1 in the Canal District. Come for music, activities, authentic food and altar viewing, as well as a walking procession in the evening.
