Oakland´s reputation is built upon many things - some that are true, some that are untrue, and some that are so obviously true…at least for people who care to look. The revolutionary spirit of the city´s businesses and artists is one of the in-your-face truths that define the city and its culture. Despite the great challenges the city has faced for many years, there is a well-fueled vibrancy in its people and places.

Alfonso Dominguez is one of the city´s vibrant energy sources. The Oakland native is owner of Tamarindo restaurant, creator of El Taco Bike and co-founder of popuphood, a small business incubator revitalizing neighborhoods. Popuphood 'curates, markets, and incubates retail (businesses) to leverage creative assets’. Dominguez and popuphood co-founder Sarah Filley are helping new businesses get their start in Oakland’s Old Town district. Popuphood has been nominated for the Oakland Indie Awards, which is "…a chance for all of us to appreciate the amazing creativity and activism displayed by Oakland's entrepreneurs," says Oakland Indie Award founder Erin Kilmer-Neel.

Over 600 businesses and people were nominated for awards in categories such as Oakland Soul, Ripple Effect, Innovative Newbie, and Greenie. In addition to popuphood, nominees include Spoiled Boutique, Beer Revolution, American Steel Studios, Best Music Co., and Ecologic Brands.

Award winners will be announced at a grand celebration event on Thursday, May 31st at the Kaiser Center in downtown Oakland. More than fifteen hundred people attended the event last year.
 
“It is important to recognize the small businesses in Oakland,” said Salvador Menjivar, executive director of One PacificCoast Foundation, which is co-hosting the awards event.

“Some of the businesses that have won in the past, like Pandora, are now very popular and have grown,” adds Menjivar. “Many of the nominees are people and businesses that are very connected and involved with their local communities.”
 
A program of One PacificCoast Foundation, the Indie Awards is designed to encourage people to recognize the community, economic, environmental, and political impact of supporting Oakland's locally-owned businesses and local artists. These independent businesses are recognized as the backbone of the city’s economy – “when a consumer spends a dollar with a locally owned, independent business, 68 percent goes back into the local economy”, according to a foundation announcement. “When one spends money at a non-local business, the percentage is much lower. Additionally, 99.7 percent of all employers nationally are small businesses, making it clear why communities should celebrate their achievements.”

“I think that there is nothing more important that supporting small, local businesses,” says Viola Gonzales, Chief Executive Officer of anewamerica, and Indie award judge.

“They don’t get large government bail outs and very little support from cities, yet the quality of our lives and neighborhoods is impacted by their services,” she adds.

Now in its sixth year, the Indie Awards has generated a large community following. When supporters nominate their favorite Oakland businesses and artists, they increase the exposure to, and awareness of, the nominees, which generates traffic to their stores, websites and galleries. The community-based initiative provides free advertising and promotion to more than 1,000 businesses and artists each year including award nominees, resource partners, suppliers, vendors, performing artists and in-kind contributors. It is the vision that the success of the program will continue to grow because businesses and artists consistently realize its value as a network of support and as a positive contributor to their economic well-being.

“Small businesses create jobs in our communities, keep the money circulating locally, and generate more opportunities for everybody,” states Menjivar. “Through the event we want to build awareness in the community about supporting small business -- by doing that we are bringing good things to the community.”