Fiesta Marketplace Developers Revitalize Downtown Santa Ana With “East End”

East End Partners are revitalizing the Downtown Santa Ana area formerly known as The Fiesta Marketplace into an urban oasis for upcoming restaurants, retailers, and entertainment venues. The newly branded East End district dissects historic 4th Street between 3rd and 5th, and French and Bush. The company has nearly completed its multi-million dollar revitalization and rebranding project for the 140,000 square foot retail, office, and entertainment center located in the heart of Downtown Santa Ana.

East End welcomes local residents and travelers alike, making it an ideal destination for people looking to experience art, unique dining, hip retail and entertainment. Ryan Chase, a 4th generation Santa Ana property owner, said it’s an opportune time to revitalize an important piece of Downtown Santa Ana. “The center will now be known as “The East End” in our effort to be more welcoming to all. East End visitors, customers, and tenants reflect Santa Ana’s great diversity of races, colors, religions, cultures and sexual orientation. We are proud of making East End a place for everyone in our community,” Chase said.

The East End will attract a new wave of hip, cutting-edge brands and establishments. “With our renovation and repositioning of the retail center, we will be bringing vitality back to the area.”

Yost Theater and Yost Studios

Capitalizing on the diverse music culture that’s drawn to The East End are Yost Theater and Yost Studios. Over the last year, The Yost established itself as a mecca for electronic dance music by attracting world class DJs and prominent EDM producers, as well as a variety of concerts and events. Built in 1912, the Yost Theater is the oldest theater in Orange County and recently underwent a multi-million dollar renovation including state of the art sound, lighting, and LED technology. The Yost will soon be expanding next door to the historic Ritz Hotel. The historic Musselman Block Building houses the Yost Studios, a 30 room state of the art music rehearsal facility offering lockouts to an array of musical talents.

The Frida Cinema

Another exciting addition to East End is The Frida Cinema, a 2 screen independent theater that will be opening in January. The Frida will include independent films, film festivals, student films, foreign films, and film related programming. The theater will be run by Logan Crow, an independent theater operator.


The East End features some of the most adventurous culinary establishments in Orange County, blending traditional faire with progressive cuisine. Playground is the brick and mortar restaurant concept from Jason Quinn, chef from The Lime Truck and winner of Food Network’s The Great Food Truck Race. Playground quickly established a reputation for creative dishes that utilize fresh, local, and unique ingredients. Inspired and driven by the restaurant’s success, Quinn launched Playground 2.0, an intimate 17-seat culinary theater next door to Playground. The extension offers themed dinners, tasting menus, private dining, “invitation only” events, and pop ups by guest chefs. Playground will4th Street Market be opening several new concepts over the next year.

4th Street Market

One of the most exciting upcoming additions of The East End lies in the 4th Street Market. The new market will be reminiscent of big city food destinations like the Ferry Building in San Francisco and the Chelsea Market in New York City, but focuses more on rising chefs and food trucks looking for an opportunity to shine. The endeavor is set to include ten food stands, a wine bar and beer garden, a local specialty market, full animal butcher shop, bakery, and coffee roaster. The new market will also offer ten incubator kitchens (including gluten free and confection) that can be rented by the hour to encourage usage by food artisans, who will have the ability to sell their products at the on-site specialty market. The market will also include a demonstration kitchen, and a multitude of culinary related programing.


Also coming soon to the wide range of eateries in The East End is the third OC installment of Eat Chow, Yojie Japanese Fondue, Native Son Alehouse (focusing on hard to find specialty beer), Beirbar (which specializes in German and Belgium beer and brats), and El Mercado. El Mercado is the second concept by Chef Danny Godiez. Chef Godiez—owner of Anepalcos Café in Orange—aims to take guests on a journey through Mexican cuisine that’s accented by a unique South American Bar setting and features craft beers and cocktails.

Boutique Goods

The appeal of The East End goes beyond food and entertainment. It also attracts fresh retailers and boutique goods. Blends, a cutting edge sneaker boutique with several locations in Southern California, is a Nike exclusive retailer known to sell very limited edition shoes—so exclusive patrons have been known to camp out in anticipation of the new releases. Others include Safehouse by Crooks and Castles, an urban lifestyle brand, and Bespoke Cut & Sew’s first flagship, a rapidly growing hat and hat customization brand. Other East End retailers include ThemGoods/Valo flagship, a high quality roller blade brand, American Barbershop, Charlie’s Piercing & Tattoo Supplies, R & R Boutique and Left of the Dial Records. Some other newcomers include Tarte Vintage, Vapor Lair, and Brooklyn Harper, a hip women’s streetwear boutique.

Hervey Findley Building

East End is also home to the historic Hervey Findley Building, home to numerous creative users, including brand rep companies, photographers, videographers, music producers, and marketing companies, all building upon the energy in the burgeoning area. Street art and murals have also become prevalent throughout East End, with almost a dozen works throughout and many more in the works. The artists hail from Santa Ana and SoCal, as well as Texas, Japan, and England.

The East End offers an alternative from the ubiquitous strip centers, chain establishments and malls prevalent in Orange County. Downtown Santa Ana is a unique, safe, authentic, and independent atmosphere with a rich history, culture, and architecture. The eclectic restaurants, retail boutiques, entertainment establishments, artistic events, and community in The East End are becoming the pulse for the cultural heartbeat of Downtown Orange County.

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