Media Advisory
May 27, 2004

San Francisco Youth Leaders Transform
Tenderloin Neighborhood "One Corner Store at a Time"
Grand Re-Opening of Empire Market - Thursday, May 27

WHAT: "Youth With A Vengeance," a project of the Youth Leadership Institute's Friday Night Live partnership invites you to experience an innovative solution to the problems created by liquor stores in the Tenderloin. The San Francisco youth leaders will unveil a completely redecorated corner liquor store at a Grand Re-Opening celebration. The group transformed the Empire Market from a place plastered with alcohol industry advertising to one that celebrates the beauty and culture of the Tenderloin community. Local youth created the images that adorn the walls by walking through their neighborhood and photographing what they find positive and beautiful.

WHEN: Thursday, May 27, 2004 - 5-6 p.m.

WHERE: Empire Market - 399 Eddy Street; San Francisco, CA 94102 (corner of Leavenworth and Eddy)

Reception - Indochinese Housing Development garden 340 Eddy Street, #100; SF, CA 94102.

BACKGROUND: Youth from YWAV removed all of the alcohol and tobacco related advertisements from the Empire Market, painted the store, and decorated the walls with photographs of local elementary school youth and their drug-free artwork.

The owner of Empire Market, known widely in the Tenderloin as "Pops," is enthusiastic about the change in his store. Mr. Mohamed Alhaj is happy to have an alternative way of decorating the market's walls without using the promotional materials images provided by Coors and other alcohol companies.

The transformation of Empire Market was planned and implemented by youth who care enough about their community to take action and make a difference. They have taken a stand against the alcohol industry's strategy of saturating low-income communities with manipulative, negative advertising, and beautified one liquor store in the process. Everyone at the Youth Leadership Institute hopes that this project will be the first of many in San Francisco, and that other liquor stores will choose to have their markets better represent the communities they serve.

Youth Leadership Institute works with young people and adults to build communities that invest in youth. A leader in the field of youth development, YLI operates a national Training Institute and local Community-Based Programs, focusing on three disciplines: youth philanthropy, policy and civic engagement, and linking prevention with youth development. [www.yli.org]

*Ceremony includes lots of great visuals and youth spokespeople.

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