Jack London Square – Oakland’s often-overlooked hidden gem – is quietly enjoying the same renaissance the city has experienced in recent months.  While downtown Oakland is emerging as a sought after Bay Area locale for culinary delights, music and small art galleries, Jack London Square, and its bustling waterfront businesses, have not only endured, they’ve thrived … all this despite January’s loss of Barnes and Noble.  Some have construed the exit of the bookstore franchise as a sign of a struggling commercial district. Nothing could be further from the truth says Molly Tafoya, the area’s spokeswoman. 

“Despite Barnes & Noble’s exit from Jack London Square, our current businesses remain well-occupied because people love working on the waterfront,” said Tafoya, a claim bolstered by the popularity of an array of activities.

“Since the exit of Barnes & Noble, we have been hosting a variety of programs and festivals – all open to the public that are fun and festive and include films, food, live music and dancing,” Tafoya added. “It has proven to be a great meeting place for both business and pleasure.” 

Despite its newfound function, Tafoya said the area still hopes to announce a permanent tenant for the space. She said with the addition of new residences in the area, the Jack London Square has attracted urban professionals, spurring development and neighborhood revitalization. 

“We’re building a district that appeals to urban professionals and in spite of delays, we’re thrilled with the success of our businesses in the square,” she said.

With events like Lunchtime Live, a free concert series held every Tuesday and Friday from noon to 2 p.m., Waterfront flicks held on the Market Lawn every other Thursday and the weekly Sunday Farmers’ Market, the square enjoys a constant buzz. Together with the newly established Broadway shuttle – a free Jack London Square shuttle running between Grand Avenue and the Jack London neighborhood – Oakland is shedding the image of “that city on the other side of the bay.”