This chapter discusses the demographic and economic changes happening in San Francisco from the growth of the information and technology sectors. It documents how San Francisco's housing and rental markets continue to rise, making it hard for low to moderate income residents to stay in their neighborhoods, particularly the city's Mission District neighborhood. The chapter analyzes the efforts of Calle 24 SF, a community coalition, and how it has successfully organized local residents to advocate for affordable housing as well as work with the City of San Francisco to preserve the history and culture of the predominately Latino neighborhood. The effort to document Latinos contributions to San Francisco and community organizing on the ground helped Calle 24 SF and its allies make the case for the importance of creating lower 24th Street as a Latino Cultural District. The chapter discusses the community sentiments expressed at the spring 2015 community meeting are the product of decades of neighborhood change.