San Jose approves renaming downtown street as Little Italy Way despite pushback from businesses

This article by a San Jose news outlet covers the city's decision to rename a section of North Almaden Boulevard to Little Italy Way as part of downtown revitalization efforts.

San Jose officials renamed part of North Almaden Boulevard in the Little Italy district to create a unified corridor alongside the previously renamed Sharks Way near SAP Center. The initiative aims to enhance the visitor experience ahead of major sporting events including the 2026 Super Bowl and FIFA World Cup, which could generate hundreds of millions in economic activity. However, local business owners have raised significant concerns about the financial burden, with some facing costs between $20,000-$30,000 for address changes and related logistics.

• The renaming connects Little Italy Way with Sharks Way to highlight San Jose's Italian heritage and sports culture
• Major sporting events in 2026 are driving downtown improvements and branding initiatives
• Local businesses oppose the change due to substantial unexpected costs and lack of consultation
• The city used a streamlined process that doesn't require community meetings before implementation