It all started when…

5 friends living in San Francisco’s Crocker Amazon and Excelsior neighborhoods decided to form a neighborhood booster group in 2003.

All were active in several community organizations, and all were neighborhood advocates down at City Hall. Frustrated residents spoke often about being forgotten by the city. This was - and is -a charming southeastern neighborhood with a rich history, good weather, diversity, and the city’s 2nd-largest city park.

Yet, the City’s visitor map cut off just above the district, and too many public meetings had to include explaining where Crocker Amazon and the Excelsior neighborhoods were in San Francisco.

In 2003 these friends announced the formation of the community booster group F.A.C.E./Friends & Advocates of Crocker Amazon & the Excelsior whose motto was, “Having Fun in the Neighborhood”.

• With a focus on raising awareness of the neighborhood, its history and its attractions, the F.A.C.E became fiscally sponsored by non-profit Neighbor Parks Council/NPC and began to create its many projects.

• Here are just a few of milestones.

• 2002 -- Purple Playground Project

• 2003 – F.A.C.E. members create idea of a birthday celebration for Excelsior native son Jerry Garcia as a neighborhood promotion

• August 3, 2003 – 1st “Jerry Day” celebration held in the (unnamed) amphitheater in John McLaren Park

  • Hosted by F.A.C.E.

  • Attended by 150-175 people.

  • Cake & Cherry Garcia ice cream served during concert.

  • SF Examiner writes article about the event.

• 2005 – F.A.C.E. and community members successfully advocate to name the amphitheater for Excelsior native son Jerry Garcia, and they host a celebration concert.

• 2024 — In the intervening years our neighbors have expanded beyond all of the neighborhoods in the district, and we share events held by our friends and neighbors in Visitacion Valley and the Portola.