At 48 square blocks and 70 acres, San Diego’s Little Italy is among the largest of its kind and the only one with six public piazzas. It is also among the most exciting places to visit in San Diego with a vibrant business community.
It was not always like that. In fact, it was a struggling community until it was rescued by a group spearheaded by Marco Li Mandre.
For much of the 20th century, Little Italy’s economy was supported by San Diego’s strong tuna industry that attracted immigrant fisherman and their families to the near-waterfront community.
The area was known in city government as Harborview, although Our Lady of the Rosary church, a longtime community institution, always referred to it as Little Italy.
However, in the second half of the 20th century two things weakened Little Italy.
First, when Interstate 5 was built in the 1960s, the freeway cut through the heart of Little Italy, disrupting the community and taking out 3,000 homes.
Second, the tuna industry collapsed and by 1984 San Diego’s last cannery closed. Thousands of jobs were lost and many more residents of Little Italy moved to other parts of San Diego.
“By 1993, what was left was a restaurant, bakery and the church,” Li Mandre said. “The rest of it, for all intents and purposes, were parking lots for downtown.”
A former owner of San Diego Pasta who had been involved with Normal Heights revitalization, Li Mandre decided to do something to help Little Italy.
Born in 1954 and raised in San Diego along with his five siblings, Li Mandre’s grandparents were first-generation Italian American immigrants.
“My family had roots there and I was close to the church,” he said. “So, I came back to Little Italy in 1993 and started hanging out.”
He had a vision to bring back the community stronger than ever by making it a place people wanted to visit. That vision was shared by a working group that included community and church leaders.
“Without Our Lady of the Rosary,” he said, “there would not be a Little Italy.”
The working group successfully petitioned the city for infrastructure improvements and the group began bringing Little Italy to life.
In 1994, they held the first neighborhood Festa centered around the church, which was a celebration of Italian Americans in San Diego.
“The Festa started with one block,” Li Mandre said. “Twenty years later, it had grown to 150,000 people visiting Little Italy in one day.”
“In 1994, we concluded 10% of San Diegans knew of Little Italy. As we grew the Festa, 90% knew.”
“That had to do with the Festa becoming so popular. Later we added many other events.”
In 1995, the Little Italy Association was created to promote the community and Li Mandre was selected chief executive.
Five years later, a district funded by property owners was formed to enhance maintenance of public places.
Today, the association maintains 1,200 trees, sidewalks, public parks including a dog park, empties 150 trash cans and sponsors major events throughout the year.
“We brought back Little Italy,” Li Mandre said. “We created great areas of public spaces. People can come here and just hang out.”
“We have the fourth largest farmers market in the country.”
And Little Italy businesses have thrived, he said. “We have over 20 Italian immigrant restaurants in Little Italy and did not lose any during COVID.”
In 2024, Li Mandre stepped down as Little Italy Association chief executive after 30 years.
At age 72, he lives in Point Loma with his wife of 42 years, Laura. Together, they raised five children and have three grandchildren.
However, he refuses to retire. In addition to advising the Little Italy Association, Li Mandre has taken the Little Italy model to other communities in Los Angeles, New York City, Chicago, Seattle, Dallas and elsewhere.
Proclamations by both the city and county of San Diego issued in 2024 declaring a day in his honor state:
“Marco’s expertise and leadership have made him a trailblazer in creating thriving communities and fostering economic development nationwide.”
About this series
Goldsmith is a Union-Tribune contributing columnist
We welcome reader suggestions of people who have done something extraordinary or otherwise educational, inspiring or interesting and who have not received much previous media. Please send suggestions to Jan Goldsmith at jgsandiego@yahoo.com.