The condo complex attached to the New Mission Theater is called Vida and here is a short film about it

Basically it tells you a bunch of ways you can live your life, and shows a lot of cool scenes around the Mission, and some mockups of what the complex will look like:


[via Curbed SF]

43 Responses to “The condo complex attached to the New Mission Theater is called Vida and here is a short film about it”

  1. heyballsack says:

    Why are you advertising for this?

  2. Simon B says:

    I can’t wait to move in so I can enjoy all the “Spicy Latins” that the Mission has to offer…

  3. Richard says:

    Where’s the bit about living life affordably?

  4. Herr Doktor Professor Deth Vegetable says:

    Ugh. That place is a giant fucking eyesore. I wish it had been blocked from being so big, or from being able to off-site the below-market-price portion. But such is life. At least the New Mission Theatre is gonna be restored.

    • Grizzled Mission says:

      Since you provided your de rigueur “it’s ugly!” I guess I have to provide my de rigueur “it’s super-hot!”

      I wish to god I could afford one of those units, terrible marketing campaign aside.

    • herr douche vegetable says:

      i guarantee you’ll find ways to whine and complain about the new theater…assuming you haven’t been evicted by then

      • Herr Doktor Professor Deth Vegetable says:

        I doubt it. I’m pretty excited about the theatre restoration. It’s not perfect, certainly, but the important thing is that it preserves the space and keeps it from going the way of the Tower or Cine Latino.

    • Valenchia says:

      I am not a big fan of modern architecture, but I actually think this is better than most stuff that is being built.

      I agree that it is too big; but when a “typo” crept into the new zoning legislation and then Newsom vetoed the legislation that fixed the “typo” — it was pretty clear that the fix was in and that resistance was futile.

  5. Erin says:

    I like how living “Artfully” (wha?) = an Ikea canvas lookalike above a drab gray couch. I’m so very inspired.

  6. fartknocker says:

    Will living there be as much fun as listening to THOSE GODDAMN BLASTED AIRHORNS that blow every 5 seconds during the construction for it?

  7. p says:

    Perfect location! I’ll probably invest some of my option proceeds on one of these. :P

  8. GENTRIFICATION TO THE FULLEST!!!!!!! The only way you will get respect for these efforts is if the owners push forth an initiative for all of my friends and family in our community that we’re forced by evictions to move out the mission the 1st priority in the complex!!!!!Or you will prove that my beloved Mission has officially been raped from the hard working people that have kept our culture alive and the reason why all these hipster, yupster trendies that are infecting our area with their LACK OF RESPECT that I see and have endured on a daily basis. I am willing to offer a code of conduct for those that are open in keeping our neighborhood neighborly.

    • To Offer Mission District Evicted Community Members Priority With Subsidized Rate!!!

    • Soy DeLa Mission says:

      I agree. These hipsters, yuppies and transplants have no respect for the Barrio. They have raped The Mission . They’ve ruined Dia del Muerto, Cinco de mayo and many other celebrations of our Latino culture.

      • DG says:

        I can understand why it might bother you to see the local traditions built up by longtime local Latinos invaded by yuppies and hipsters. It definitely changes the vibe. BUT I have seen a lot of posts on the Mission blogs about how these interlopers have turned Dia de los Muertos into a party instead of the reverent procession it has been traditionally, and that’s just not true. I saw people drinking and buying booze in equal numbers of brown and white. Then there was the rager over on Harrison and 24th St. thrown by longtime Latino residents waving the Niners flag. It looked like a super fun party, and I thought it was bullshit that the cops lined the middle of the street with squad cars and paddy wagons. Why? Partying While Being Brown was my friends’ reply. Nevertheless, they chose to have the biggest Mission party I’ve ever seen on that night of all nights. To conclude, if you want to make the changes in the neighborhood about brown vs. white, you probably won’t get the results you want. We need to find allies in keeping/making the neigborhood affordable.

  9. Sara says:

    I have lived in SF since 1987 and in the Mission for 20 years. The change here has made life for me, my neighbors and my family much safer and far more enjoyable with much new development: Improved parks, bike lanes, more housing, great restaurants, grocery stores, cafes etc… I used to walk out of my home and step over half-dead strung-out individuals and hose down their vomit daily. I could not walk around my neighborhood at night for fear of being attacked, mugged or possibly murdered. Those things still happen in many areas of The Mission, but the frequency has decreased drastically — especially in my Mission Community. I will never understand how people do not welcome a better/safer place to live. I, as many of my neighbors, have worked tirelessly to clean up The Mission and to make it safer for everyone. I believe the Vida project has been well thought out and, Thank God, is not an eyesore. More housing in the area will only make it easier for others to get an apartment in The Mission (Supply & Demand 101 People). Just my 2 cents.

    • princesskookoo says:

      Sara you wold never understand. You are NOT a Mission Dristrict NATIVE.

      • Sara says:

        No, I was not born in The Mission, nor were many “Natives”. The Mission was inhabited by a huge Irish community before it became predominantly Hispanic. Please feel free to elaborate on why I don’t understand…in all sincerity, I would like to know your side. Change all around the globe is inevitable…I’ve had to deal with certain change in my Mission neighborhood (and my Bay Area Home town) that I don’t agree with, but I’ve learned to live with it. Do you think natives enjoyed, and were content with the filth, crime, blight and the fact that this beautiful place was basically ignored by our city several years ago. I do understand that change is happening rapidly. Probably too rapidly. For me, my opinions may be myopic, as I am just happy to have a thriving community whereby I can enjoy all that it offers and feel safer. I do not want The Mission to become “The Marina” and I believe there are enough of us here who will protect it from becoming that.

        • heyballsack says:

          Your feel good narrative about demographics simply changing is seriously flawed. You simply cannot compare white flight to what’s happening to the Hispanic population in the Mission today. The predominately white Irish population left the Mission as part of an overall move by whites to the suburbs in the middle of the twentieth century. Whereas, the Hispanic population in the Mission is being pushed out due to lack of economic opportunities and skyrocketing prices. When the Irish left, urban centers were decaying and prices were actually dropping. They weren’t forced out, they chose to leave. It’s exactly the opposite today and the rich, white influx into urban centers is having a large impact on the minority communities that inhabited them when times were tougher and the cities less glamorous.

          There are plenty of arguments for why gentrification can be a positive force, but false equivalencies that paper over the history of racism in the U.S. is not one of them.

        • Proncesskookoo says:

          If you are not born in The Mission you are not a native.
          The celebration on dia del muerto that just passed also honored Sandy Cuadra. A daughter of The Mission. She was an important person for us NATIVES. She did not live to see the celebration she had planned but still friends and family did something special to honor her life.
          Again Sara there’s a lot of things in The Mission that you and other transplants are completely clueless about.
          Thank you.

    • Mobity Mosely says:

      I agree with your post except for the “supply and demand” part… Look up “comparative market analysis” in your Real Estate 101 textbook. New luxury condos make the neighborhood less affordable for everyone.

      • Sara says:

        Yes, I agree Mobity. These developments increase the value of neighboring properties…including those Natives that invested in this neighborhood many, many years ago. On the flip-side there are a plethora of rent controlled properties, as well as the fact that each development must offer a certain number of below market units. There is no way to please everyone…many people are going to benefit from this and others will feel left out. I don’t have the answer. I have employees that have moved here from out-of-state and have lived here for less than a year and are complaining about gentrification (?). The conversations and debate could go on forever.

    • Valenchia says:

      Sara: it would be nice if more housing in the area would make it easier for others to get apartments, but I really doubt that we can build our way out of increasing rents. Nice shiny buildings like this one change the demographics of the neighborhood and increase the incentive of landlords to convert dumpy, cheap apartments into nice, expensive ones. Sometimes existing tenants are evicted in that process and sometimes landlords just wait until they have vacancies. But the result is that rents generally go up and the demographics of the area continue to change.
      I am not commenting on whether this trend is good or bad (and I can certainly understand why you like the Mission better now than in 1987), but I do think that some anti-gentrification advocates are being taken for a ride when they support developers’ efforts to build these luxury apartments.

  10. Soy DeLa Mission says:

    clueless people

  11. CGI Realtor says:

    Those are pretty nice renderings…

  12. Rob T says:

    They better not really paint the New Mission blade sign black.

  13. Gassy says:

    Live fartfully

  14. Samantha says:

    Completely agree with Sara. I am a native born San Franciscan who grew up in the mission around the corner from 24th street bart , went to school at at St James and returned to live her 10 years ago. My grandparents from Mexico bought here in the 1960′s and our family is lucky to have the smal apartment building. I do have a tenant who has been residing here for about 20 years. Not everyone is getting evicted :-) Our family is very happy with most of the changes as safer streets mean I don’t have to worry as much for my mother’s safety when she walks to the store.

    Looking forward to the Alamo theatre.

    • Grizzled Mission says:

      Many people who fancy themselves part of an “anti-gentrification underground” are recent arrivals who love nothing more than inventing apocalyptic narratives (in which they can play rescuing superheroes) and “speaking for the voiceless”: whose voices, coincidentally, they’ve never bothered to listen for.

  15. GrowUp says:

    Your revolution is over, Mr. Lebowski. Condolences. The bums lost.

  16. Javi says:

    Live Life Enjoyably. Live Life Artfully. Live Life EXPENSIVELY. I like how Sara equates new buildings with safety. Because, you know, people who can afford expensive property NEVER break the law or harm other people. Only the POOR do that. Nice.

    I have no problem with property owners taking pieces of shit and renewing them. Really, I don’t. But please PLEASE avoid saying that property in and of itself is the cause and/or solution to crime problems in neighborhoods.

    Go to Cow Hollow and ask people about late night robberies. They happen there, too. Seriously. Go to Russian Hill and do the same. Go to fucking Pacific Heights. They’ll all say the same thing: expensive properties do not, in and of themselves, eliminate crime. Puh-lease.

    Shitty buildings being torn down and reinvented to create more living space? Great. Don’t really care. But their mere existence serving as some kind of crime prevention measure? Give me a fucking break.

    Just man the fuck up and say “I want to see more white faces in the Mission so that I feel safer” and be done with it. It ain’t like there’s that far to go, anyway. Jesus titty fucking Christ.

    • chalmzer says:

      missing part of the English vocabulary, Javi??
      We get your emotional content loud and clear by your
      inability to offer reasonable refutation to Sara’s point of view.

      You’re more part of the problem than the solution.

  17. david says:

    For instance, I think I saw one latino guy in that video, and he was a server.

  18. The (Evicted) Soul of the Mission says:

    Welceom to Gentrification Towers. I’m your host, the Soul of the Mission. Actually I’m technically the Soul of San Jose, Santa Rosa, Oakland, Antioch, Stockton, and pretty much every stink hole around the Bay Area my fucking people were economically displaced into by hipsters, techie douchehats and greedy landlords. As it turns out though, the geniuses behind the Vida complex keep invoking me to shill the hell out of this thing, so here I am. Why do we call it “Vida”? Well, as you can tell by the pasty mustachioed residents, we like to keep it hip and ironic around here, so we named it after the opposite of what it stands for: Muerte, as in “La Muerte De La Mission”. Enjoy your fucking stay and do me a favor: Dia De Los Muertos ain’t your shit – stay away.