“Where is that?”

I get asked this question almost every time I tell others that we are focusing on Southwest LA.When I tell them that its just west of USC, south of Koreatown, and east of Culver City, they say, “Oh, you mean South LA?” or “South Central?”

I have lived in different parts of LA for the last 12 years. This is a city full of ethnic and socioeconomic burrows. Almost every area of LA has a distinctive flavor or culture that prescribes your experience of that area. There’s one part of LA however—the largest area—that has been lumped together and given a negative description: South LA/South Central. This name, which should really only refer to the area of LA just south of downtown, has ended up encompassing additional areas going as far south as Gardena/Compton, the area southwest of downtown, and some of the southeast portion of downtown. I believe that these areas get lumped together because they all share two common factors: 1.) a high concentration of lower-income housing and 2.) the lack of a varied and vibrant business community. In the eyes of the world, a community without either of these characteristics is unimportant, faceless, nameless, powerless, and undeserving of a distinctive name. Nevertheless, these are just the sorts of communities that Jesus loves, and it is unfair to cobble them all together under a single name that has collected so many negative connotations over the years.

This is why we intentionally refer to the area we serve as Southwest LA. We believe that our community does not wish to be defined by these unfair connotations. Rather, it needs to redefine itself and find hope in light of the influences that already make it so unique: numerous beautiful historic neighborhoods, a major museum complex at Exposition Park that draws people from all over the city, and a major university (USC) that brings a level of multi-ethnicity to our area that isn’t as pronounced elsewhere in South LA. These existing qualities of our community give us pride and have laid the groundwork for it to be transformed into a vibrant area of business. As Southwest LA distinguishes itself, we hope to challenge the paradigms people have of both our community and those around it.

Southwest LA, you are not forgotten nor are you forsaken. Rather, you are loved and beautiful. Now it’s time for people to know and experience that!