The Brief

This story was originally published by Boyle Heights Beat on Oct. 2, 2024.

When the pandemic closed storefronts in 2020, consumers were forced to find services and vendors elsewhere, while desperate laid-off workers turned to side hustles to make ends meet.

Since then, many entrepreneurs have transformed their hobbies into businesses – and some have even become their main source of income.

Thanks to the rising popularity of social media platforms such as TikTok and Instagram, many people have been able to sell their services and products online or generate income as “creators.” That trend has especially taken off among the “extremely online” Gen Z population.

According to a study conducted this summer by Talker Research, younger generations are more likely to consider themselves entrepreneurs – 36% of Gen Z and just 25% of baby boomers.

We spoke with three young entrepreneurs from Boyle Heights to learn about their side hustles and small business journeys.

Jose Lima, 23, Chepecleans4you

For Jose “Chepe” Lima, shoes are everything.

The 23-year-old came up with the idea to start his shoe cleaning business, Chepecleans4you, in 2020 after he saw no one was offering the service locally at an affordable price.

“Nobody really does this, especially in Boyle Heights,” Lima said. “We can all see how everybody resells shoes…There are more shoes than the [cleaning] service out there, so it was the perfect opportunity to take over the community with this.”

Jose “Chepe” Lima cleaning a pair of Nike shoes.

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After graduating from Felicitas and Gonzalo Mendez High School in 2019, Lima chose to focus on work instead of going off to college. He landed a full-time job as a delivery driver for Amazon. He thought the hourly pay of $20.75 would be enough to support his expenses while living at home with his parents.

Lima started Chepecleans4you while working at Amazon and eventually quit his job to focus on his side hustle. Like many other entrepreneurs, the side-hustle-to-full-time pipeline was his original goal.

Jose “Chepe” Lima goes through the shoe cleaning process.

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“There’s been good and bad days. I work full-time so my job comes first. I quit once to do [Chepecleans4u] full-time, but unfortunately, it didn’t work out,” he said. “It’s life, but I’m hoping to try it again one day.”

Today, he works for the delivery company full-time and focuses on his side business on his days off.

Lima runs his business from home, where his clients typically drop off their shoes. He charges $25 to clean any shoe. The service includes an all-around deep clean, including the outsole and midsole.

Most of Lima’s clients are from Boyle Heights, East L.A., and surrounding areas on the Eastside. He says he builds clientele through social media promotion, as well as through recommendations from customers who share the business with friends and family.

“It’s very important, it helps me connect with the community. People love shoes, people work hard for their shoes, so it’s something you always want to have clean and fresh,” he said.

You can find Chepecleans4you here.

Elianet Romero and Alijiah Torres, both 27, Las Niñas Fresitas

Elianet Romero and Alijiah Torres, both 27, met during their freshman year at Bravo Medical Magnet High School. The two bonded during English class and have been best friends since.

When the pandemic hit, they saw an opportunity to create a joint venture that could bring in extra income. They created a sweet treats business called Las Niñas Fresitas, and started selling chocolate-covered strawberries and miniature cakes online.

“A lot of small businesses tend to overcharge. Our whole motto was to be different and make our business more affordable so that people can get a treat for their loved ones, especially during COVID when things were rocky and negative,” said Romero. “It was a chance to spread positivity and start a business together.”

Elianet Romero (left) and Ailijah Torres (right) hold a box of chocolate covered strawberries.

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Photo courtesy of Las Niñas Fresitas

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When the business launched, Romero was working full-time doing communications for a private firm. It fit perfectly with her plans for the future, serving to help fund her education. She is currently attending law school at the University of California, Davis.

For Torres, who had just graduated from college at the height of the pandemic, Las Niñas Fresitas became her main source of income until she started working for a finance company.

Today, the business venture serves as additional income for the two.

“Our venture is really unique because we’re two best friends giving back to the community. We grew up around there [Boyle Heights], we went to school there, and it’s really nice seeing locals that went to school together or we worked with them at some point and end up recommending people to us because they know our product is good,” said Romero.

Custom sweet treats made by Las Niñas Fresitas.

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Collage made with photo courtesy of Las Niñas Fresitas

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A team, in and out of the kitchen, Romero and Torres use their skills to build and maintain the business. Studying law, Romero has been getting acquainted with the ins and outs of running a business to implement informed practices in their growing business and future storefront. Torres uses her knowledge working for a financial firm to manage Las Niñas Fresitas’ finances.

“I think it’s pretty profitable as a side hustle but I know we want to see it as a storefront. Is it profitable as a storefront right now? Absolutely not,” Romero said.

In March, the entrepreneurs added cakes to the menu and began receiving weekly cake orders in addition to chocolate-strawberry purchases.

Las Niñas Fresitas takes orders through Instagram and caters celebrations, including birthdays, weddings and baby showers.

Looking ahead, the friends want to focus on promoting their business through social media, pop-up events and pursuing their goal of a storefront in the next few years.

You can find more about Las Niñas Fresitas here.

Bryan Rojas, 24, Mezcal Mixer

Bryan Rojas developed a passion for crafting cocktails while working as a bartender at dive bars and cocktail lounges.

Bryan Rojas.

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During the pandemic, he saw an opportunity to use his vast experience to create his own craft drink mixing business based in Boyle Heights. Rojas started uploading videos of his custom recipes online, an endeavor that would eventually blossom into his own bartending business.

“From making videos, it quickly became where I had friends from high school that were like ‘Hey I noticed you’re bartending, how much would you charge me for my birthday?’ and it kind of went from there,” said Rojas.

At the time, he and his wife were struggling financially and living paycheck to paycheck so the business helped keep them afloat. Rojas decided to call it Mezcal Mixer.

The 24-year-old currently manages and curates the menu for a Japanese restaurant in the Arts District and runs this bartending side hustle on his free time. This past summer, he said, the business booked up to seven events monthly.

Booking inquiries are handled through a link on his business Instagram page, where interested clients can share details about the number of guests, event location, budget and theme. An average event for 100 guests could cost $350 to $400, Rojas said.

Custom drinks made by Mezcal Mixer.

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A collage of photos courtesy of Mezcal Mixer.

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When it comes to booking events like birthday parties or graduations, Rojas works closely with his clients to ensure that they’re never spending more than they need to by often creating specialized menus, pre-event drink tastings and bar schedules to combat the inevitable leftover liquor and supplies.

“I try guiding people in the direction where I can make a good menu or curate a menu to fit a theme while still saving them money because no one wants to spend $1,500 on a bartender and no one is drinking the cocktails,” he said.

Rojas also takes pride in using quality ingredients in all of his recipes and says his syrups and drink infusions are all housemade.

“I love the extra money and the fact that it helps me do what I want to do, but I love the creative aspects more…I’m 100 percent proud of my original recipes and all the brainstorming that goes into it,” Rojas said.

You can find Mezcal Mixer here.

The Warner Bros. Discovery board announced late Thursday afternoon that Paramount's sweetened bid to buy the entire company is "superior" to an $83 billion deal it had struck with Netflix for the purchase of its streaming services, studios, and intellectual property.

Netflix says it is pulling out of the contest rather than try to top Paramount's offer.

"We've always been disciplined, and at the price required to match Paramount Skydance's latest offer, the deal is no longer financially attractive, so we are declining to match the Paramount Skydance bid," the streaming giant said in a statement.

Warner had rejected so many offers from Paramount that it seemed as though it would be a fruitless endeavor. Speaking on the red carpet for the BAFTA film awards last weekend, Netflix CEO Ted Sarandos dared Paramount to stop making its case publicly and start ponying up cash.

'If you wanna try and outbid our deal … just make a better deal. Just put a better deal on the table," Sarandos told the trade publication Deadline Hollywood.

Netflix promised that Warner Bros. would operate as an independent studio and keep showing its movies in theaters.

But the political realities, combined with Paramount's owners' relentless drive to expand their entertainment holdings, seem to have prevailed.

Paramount previously bid for all of Warner — including its cable channels such as CNN, TBS, and Discovery — in a deal valued at $108 billion. Earlier this week, Paramount unveiled a fresh proposal increasing its bid by a dollar a share.

On Thursday, hours before the Warner announcement, Sarandos headed to the White House to meet Trump administration officials to make his case for the deal.

The meetings, leaked Wednesday to political and entertainment media outlets, were confirmed by a White House official who spoke on condition he not be named, as he was not authorized to speak about them publicly.

President Trump was not among those who met with Sarandos, the official said.

While Netflix's courtship of Warner stirred antitrust concerns, the Paramount deal is likely to face a significant antitrust review from the U.S. Justice Department, given the combination of major entertainment assets. Paramount owns CBS and the streamer Paramount Plus, in addition to Comedy Central, Nickelodeon and other cable channels.

The offer from Paramount CEO David Ellison relies on the fortune of his father, Oracle co-founder Larry Ellison. And David Ellison has argued to shareholders that his company would have a smoother path to regulatory approval.

Not unnoticed: the Ellisons' warm ties to Trump world.

Larry Ellison is a financial backer of the president.

David Ellison was photographed offering a MAGA-friendly thumbs-up before the State of the Union address with one of the president's key Congressional allies: U.S. Senator Lindsey Graham of South Carolina, a Republican.

Trump has praised changes to CBS News made under David Ellison's pick for editor in chief, Bari Weiss.

The chair of the Federal Communications Commission, Brendan Carr, told Semafor Wednesday that he was pleased by the news division's direction under Weiss. She has criticized much of the mainstream media as being too reflexively liberal and anti-Trump.

"I think they're doing a great job," Carr said at a Semafor conference on trust and the media Wednesday. As Semafor noted, Carr previously lauded CBS by saying it "agreed to return to more fact-based, unbiased reporting."
Copyright 2026 NPR

Each spring, the land around Diamond Valley Lake in Riverside County bursts into a vibrant array of native wildflowers. This year, it’s happening earlier than expected because of the recent rains.

The lake’s wildflower trail is scheduled to reopen this Friday, Feb. 27. Here’s what you should know before you go.

What the trail has to offer

The Metropolitan Water District of Southern California, which manages the body of water in Hemet, says wildflower blooms are already dotting the hillsides around the ecological reserve at Diamond Valley Lake.

Think of a bright color wheel — that’s the kind of colorful blooms you’ll see. The hills grow orange California poppies, baby blue eyes, red bush monkeyflower and yellow tidy tips, to name a few. You’ll also get a peek at SoCal’s largest drinking water reservoir.

Known as the Judy Abdo Wildflower Trail, the 1.3 mile loop extends from the Lakeview Trail, close to the trail head and parking area. You can see a map here. The hike has some rugged terrain, but it’s rated as easy-to-moderate.

• Address: 2615 Angler Ave., Hemet
• Hours: Wednesdays through Sundays, 6:30 a.m. to 4:30 p.m.

When you visit, don’t go too late! No entry is allowed after 3:30 p.m. Starting March 8, it’ll be open until 5:30 p.m. (with no entry after 4:30 p.m.).

You’ll have to pay $4 per person to use the wildflower trail. Parking costs $11 (or $5 if you’re: 62 years and older, a military member or a veteran).

Observe safely

Wildflower blooms are very popular in Southern California because of how beautiful (and Instaworthy) the scenery is, but you should tread cautiously.

About 10 years ago, Diamond Valley Lake’s trail had to be closed because crowds of visitors trampled the wildflowers. So when you visit, make sure to follow these etiquette tips so the bloom can be enjoyed by everyone.

A mammoth solar farm is moving forward in the heart of California. If built, which seems increasingly likely, it would cover 200 square miles of land and generate 21,000 megawatts of electricity, enough to power entire cities. Huge batteries will store some of that power until it's needed most.

Farmers are among the project's backers. They don't have enough water to grow crops on big chunks of their land, and they're looking for new uses for it.

"We're farmers, and we would rather farm the ground," says Ross Franson, president of Woolf Farming and Processing, his family's business. "If we had the water to do it, we would farm it. But the reality is, you don't. You have to deal with the cards you're dealt."

Franson is on the board of the Westlands Water District, a farmer-run organization that's a key player in this effort, negotiating with solar companies and government regulators on behalf of its members. Westlands is an agricultural power and has long represented the interests of farmers in a large swath of land on the western side of the San Joaquin Valley, between the towns of Firebaugh and Huron. Decades ago, it helped persuade the federal government to build a giant canal to deliver irrigation water to this area from rivers far away in Northern California.

Jose Gutierrez, assistant general manager of Westlands Water District, on land that could become a solar farm.

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Yet these farmers are now facing a new water crisis. The canal has been delivering less water in recent years because of droughts and competing claims on that water. Until recently, the farmers had a backup water supply: They could pump water from aquifers a thousand feet underground. Now, though, a new state law is coming into force that bans overpumping from the aquifer.

So farmers in Westlands have been leaving large chunks of land unplanted. Another large piece of land, now owned by the Westlands Water District itself, has been fallowed because irrigating it could release high levels of a mineral called selenium that can poison wildlife or people. The farmers, and the district, have been looking for new ways to put that land to use.

A solar developer called Golden State Clean Energy seized the opportunity. Several years ago, it presented Westlands Water District with a master plan for a collection of vast solar projects.

Developers say scale will justify new power lines 

Patrick Mealoy, a partner at Golden State Clean Energy, says they had to propose a solar farm that would generate an enormous amount of power to make the case for new multibillion-dollar power lines to carry electricity from the San Joaquin Valley to Los Angeles and Silicon Valley. Mealoy says smaller proposed projects have stalled because they weren't big enough to justify building those power lines.

"In order to actually have solar be productive, you need size and scale, a mass of projects that support the necessary investment in high voltage transmission lines to collect the electrons and move them," Mealoy says.

Getting the managers of California's electrical grid to approve construction of those transmission lines could be the project's biggest remaining hurdle. If built, the cost of those power lines, along with the benefits of greater electricity supply, eventually will show up in consumers' electricity bills.

Franson says his immediate reaction to the proposal was "Yes, we need to do this." Negotiating the details and completing an environmental review took several years, but in December, the Westlands Water District's board voted to move ahead.

Golden State is the plan's architect, but other solar developers will build sections of it. Construction could take a decade. Even though the Trump administration has abolished some financial incentives for solar projects, Mealoy says it's still a solid business opportunity.

"The state needs it. It's permitted. It's the right place for it. I'm excited about this," he says.

Grace Wu, an environmental scientist at the University of California, Santa Barbara, says "this is a fantastic place for solar" because the fallowed farmland isn't high-value habitat for wildlife.

Farmworkers wonder if they will also benefit

About 150 farmers within the Westlands Water District, including Jeremy Hughes, have signed up to put solar on some of their land. "We look at it as a new crop. We're harvesting electricity," Hughes says. The guaranteed income from those acres makes it possible to keep farming the rest of his land.

"Because of solar, we can continue farming in Westlands. It'll keep the farming community alive," says Jose Gutierrez, assistant general manager of Westlands Water District.

In the small towns nearby where many farmworkers live, however, there are worries that local residents won't see many benefits from the project. Among those towns is Huron, home to about 6,000 people. Rey León grew up here, working in his family's restaurant. Now he's the town's mayor.

Rey León is the mayor of Huron, Calif., home to many farmworkers who aren't yet sure what they will get out of solar coming to the region.

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"I'm worried about Huron," he says. This solar deal may be great for the landowners of Westlands, he says, but less farming means fewer jobs for people who worked in the fields and orchards. León wants some of the solar revenue to flow to this community for education and training, to help people find jobs in this new solar industry.

"We are shareholders," he says. "We kept these communities alive, these economies robust. There's no excuse to leave us out."

Westlands and Golden State Clean Energy have been discussing what they call a community benefits package, but officials haven't released any details.

A possible model for other parts of California

Caity Peterson, at the Public Policy Institute of California (PPIC), says other farming communities in California may try to imitate what Westlands is doing. Because they, too, will have to stop pumping so much water from the ground as the new state law comes into force. "There's going to be some kind of right-sizing of agricultural land in the San Joaquin Valley," she says.

According to a study that PPIC carried out, farmers in the valley will have to stop growing crops on between 500,000 and 1 million acres. There will be a lot of dry, sunny land in California, just waiting for a solar developer.

Copyright 2026 NPR

A truly Los Angeles twist on March Madness is back, but this year, Angelenos are invited to weigh in on the worst intersections in greater L.A.

Whether you feel personally victimized by the Virgil Avenue, Sunset and Hollywood Boulevards intersection by the Los Feliz border, which a city official called a “‘nightmare,” or break into anxious sweats every time you get in line for the Burbank Boulevard Costco — you can soon channel some of that frustration into a social media match-up.

After Koreatown was voted as having the city’s worst parking last year, the latest competition run by Americana at Brand Memes on Instagram is upping the stakes with infamous intersections.

The anonymous account holder, who goes by Mr. Glen Dale, told LAist the “One Bad Intersection After Another” bracket is designed to be a democratic process for people to collectively crown the worst in L.A. once and for all.

“No matter who wins, it's all bad,” Mr. Glen Dale said.

Voting kicks off this weekend, and the winner will be crowned by April.

How it works

The competition is divided into four rounds based on the general geographic area, with nine intersections in each round.

Starting Sunday, @americanaatbrandmemes will post the competitors on Instagram with a poll attached around 11 a.m. each day throughout March.

The polls will be open for 24 hours, and the intersection with the most votes will move on to the next round to face off against the others.

To complete this year’s lineup, Mr. Glen Dale again started with a list of his personal worst before turning to his followers for some suggestions.

The intersection of Harvey Drive and East Broadway toward the Glendale In-N-Out was a popular proposal, for example, but Mr. Glen Dale said he felt that may be too niche for the bracket.

“I tried not to narrow in too much on one area,” he said. “And then tried to use my own experience to be like, ‘Oh yes, these ones feel like hallmarks.’”

If your personal worst isn’t in the competition, you can also suggest an intersection in the comments by writing “WILDCARD: (your suggestion).” The suggestions with the most likes will be added to the competition, with a wildcard slot in each of the four rounds.

Some popular wildcard suggestions include the Cypress Park roundabout at Riverside Drive and San Fernando Road, the Glendale Boulevard and Riverside Drive intersection with the wonky left-turn lanes in Silver Lake, and for another year in a row — all of Koreatown.

“I always put [wildcards] in there because I'm always like there's something I'm not thinking of that someone's going to suggest,” Mr. Glen Dale said. “This is a fluid list, we could change it.”

The intersection voted as L.A.’s worst of the worst will be crowned on Americana At Brand Meme’s account by April 1.

The East Side-ish Round

The first round focuses on the “East Side-ish” of L.A., including Silver Lake, Highland Park, East L.A., Echo Park and Eagle Rock.

The rounds are broken up by “side-ish” so people can focus their debates on the intersections, not the geographic boundaries of the bracket, according to Mr. Glen Dale.

The options include:

• Virgil Avenue / Sunset Boulevard / Hollywood Boulevard vs Sunset Boulevard / Sanborn Avenue / Santa Monica Boulevard
• Stadium Way / Academy Road vs Glendale Boulevard / Fletcher Drive / Silver Ridge Avenue
• Telegraph Road / Atlantic Boulevard / Triggs Street / Ferguson Drive vs wildcard vs Huntington Drive / Garfield Avenue / Atlantic Boulevard
• York Boulevard / N Avenue 50 vs Glendale Boulevard / Alvarado Street vs Avenue 42 / Eagle Rock Boulevard

Mr. Glen Dale said Avenue 50, which came up often in followers’ suggestions, could get its own bracket because the intersections in the area don’t seem to communicate with each other.

“You'll be sitting at a red light and seeing a green in front of you and being like, oh, when I get to that one it's going to be red,” he said. “But, you know, I ended up with York and 50 … [it] felt like a good representation of that street as a whole.”

The West Side-ish Round

The competition heads to Beverly Hills, Culver City, Westchester, Venice, Westwood Village and Brentwood for the second, “West Side-ish” round.

The options include:

• Beverly Hills 6 way stop vs Pacific Coast Highway / Chautauqua Boulevard / West Channel Road
• Washington Boulevard / Culver Boulevard vs Exposition / Robertson / Venice Boulevards
• Sunset Boulevard / Bellagio Drive / Bellagio Road / Bellagio Way vs wildcard vs Abbot Kinney Boulevard / California Avenue
• La Cienega Boulevard / Centinela Avenue / La Tijera Boulevard vs Wilshire / Westwood Boulevards vs San Vicente Boulevard / Montana Avenue

“It will be the Beverly Hills 6 stop,” one Instagram commenter wrote. “It is known.”

The Central LA-ish Round 

The third, “Central LA-ish” round takes us into the heart of Hollywood, West Hollywood, the border of Miracle Mile and Carthay Circle as well as the border of Wilshire Center and the Dayton Heights neighborhood.

The options include:

• Hollywood Boulevard / Highland Avenue vs Highland / Franklin Avenues
• Fairfax Avenue / La Cienega Boulevard vs Fairfax Avenue / Olympic / San Vincente Boulevards
• Jefferson Boulevard / La Brea Avenue vs wildcard vs La Cienega / Sunset Boulevards
• Franklin Avenue / Vine Street / 101 Freeway vs Virgil Avenue / Beverly Boulevard / Temple Street vs Santa Monica Boulevard / Western Avenue

The Los Angeles Times released a report this week ranking L.A.’s worst intersections based on traffic data, with the troublesome top spot going to Highland and Sunset in Hollywood.

The Valley-ish Round

Last but not least, the “Valley-ish,” which includes intersections in North Hollywood, Burbank, Studio City and Sherman Oaks.

This round also features my personal nemesis — Barham and Cahuenga boulevards.

I take this route relatively often to get from Burbank to West Hollywood and have to give myself a pep talk every time. The seemingly-constant congestion over the hill, driver confusion about what lanes lead where and people cutting into lines of cars just before a turn makes the experience feel like it takes years off my life.

The options include:

• Lankershim Boulevard / Vineland Avenue / Camarillo Street vs Burbank / Lankershim Boulevards / Tujunga Avenue
• Victory / Burbank Boulevards / Victory Place / 5 Freeway / Costco vs Ventura Place / Radford Avenue / Trader Joe’s / Sephora parking lots
• Harvey / W Broadway vs wildcard vs Sepulveda / Burbank Boulevards
• Mulholland Drive / Coldwater Canyon Avenue vs Barham / Cahuenga Boulevards vs Vineland Avenue / Magnolia Boulevard

Mr. Glen Dale agreed with my assessment, describing the Barham Boulevard intersection as his “white whale.”

“I hate going through that intersection, and it's not even that it's scary like other ones where you don't know what's happening,” Mr. Glen Dale said. “No matter which way you're going, everyone is converging onto Barham, and it just creates this madness.”

But Lankershim / Vineland / Camarillo appears to be an early follower favorite, as one commenter wrote, it “takes 2-3 business days to get through” and another added, “I’m rioting if [the intersection] doesn’t win.”