If you drive by the former Holiday Fish restaurant on International Blvd near 82nd Ave. in East Oakland, the outside has been wrapped in a shell of plywood, metal bars, and graffiti for years.

Even though it’s locked up and closed today, the famous eatery still holds a special place in the memories of longtime East Oakland residents. 

On October 10th, Rise East hosted our second annual tour of the 40x40 neighborhood. 50 funders and community leaders came together to see the incredible progress that is underway in East Oakland with funding from Rise East.

Yvette Baldares, a safety ambassador with the Black Cultural Zone, stood in her fluorescent orange vest on a busy Hegenberger Road in East Oakland, pointed across the eight-lane thoroughfare that buzzed with cars, and absolutely loved what she saw across the street.

When Erin Simmons returns to her home in East Oakland on college breaks from Southern California, she texts old friends, family members, and a special mentor – Selena Wilson, the CEO of the East Oakland Youth Development Center (EOYDC).

With Rise East, longtime residents aim to write a new chapter for East Oakland, starting with $100 million.

Rise East celebrated a major fundraising milestone last week - $40 million raised toward our $50 million goal. It’s incredible how far we have come in just one year. Thank you to all of the community leaders, funding partners, and allies who have joined this historic effort.

More than 25 major funders have joined the effort to revitalize 40x40 blocks in Deep East Oakland but more donors are urgently needed 

City of Oakland Approves Black Cultural Zone’s “Liberation Park Market Hall and Cultural Hub” Development: 119 Affordable Housing Units, Three-Story Cultural Center + Market Supported by Rise East Investment Will Help Revitalize Deep East Oakland

Rise East, a collective impact initiative working to raise $50 million to bring transformational improvement to deep East Oakland and its residents, announced the soft opening of a new “Welcome Center” for co-working, content studios and resources to support the economic empowerment of legacy and local residents – all under one roof.

Reggie and Nicole Borders had sold slices of her homemade pound cake nearly every Sunday morning at the corner of 73rd Ave. and Foothill Blvd. in Deep East Oakland since 2020 when they were among the first local business owners who helped turn a vacant lot into what’s known today as “Liberation Park.”

Rise East fundraising passes the halfway mark with $26 million raised. Once the Rise East plan reaches $50 million of total funds raised, another $50 million will be matched by national philanthropy group Blue Meridian Partners for a total of $100 million. This place-based investment will be used to spark transformational change in Deep East Oakland.

The first thing visitors notice as they step off bustling International Blvd and into the Clean360 warehouse in Deep East Oakland is the powerful aroma of serenity – a wave of lavender passes through the air followed by a stream of mint, and then possibly a note or two of cinnamon. 


Keyanna and Martin Trahan have been a part of the East Oakland community for more than 40 years. From growing up near Havenscourt Junior High School to visiting the Eastmont Mall on the weekends to hanging out with friends, they have seen remarkable changes in the East. Keyanna has played basketball since the second grade and started attending the East Oakland Youth Development Center (EOYDC) at 13 years old, where she developed a deep love for the community.

Antonio Jones is out of prison. Thanks to the help of some East Oakland non-profits, he found a job making soap for a small business. These non-profits who helped him are on the verge of securing $100 million in donations to help more people like him.

Our site visit to the 40x40 on November 1st was epic. I still can’t believe more than 50 of you joined us for a 5 hour bus tour to learn about Rise East. Thank you to all who attended, spoke, sponsored and otherwise supported the visit.

Oakland— East Oakland community and fundraisers hit a major fundraising milestone in their quest to raise $100 million to improve the health, safety, and well being of Black East Oakland residents.

KTVU interviews Selena Wilson, Executive Director of East Oakland Youth Development Center about the anonymous gift and the Rise East Plan.

The Black Cultural Zone, a strategic partner in the $10 million Rise East initiative credits their genesis to Eastside Arts Alliance. Rise East is a 10-year, privately funded initiative to help Black families thrive in a 40-square-block area of East Oakland.