Within Jamaica Plain, a novel 'Latin Quarter'
Seeking to capitalize on Jamaica Plain's Hispanic population and its Latin culture, officials are trying to attract tourists and make a swath of its Spanish-speaking district into a destination on a par with the North End and Chinatown.
The Hyde/Jackson Square Main Street program , organized by the mayor's office, has begun promoting the assortment of bodegas, bakeries, and restaurants along Centre Street as "Boston's Latin Quarter."
Glossy maps of the area are being distributed to hotels, and poster-size versions of the guide -- with a 16-point star meant to represent different elements of Latino culture -- are planned for bus kiosks around the city.
"Practice your Spanish, sample authentic Latin and Caribbean food, and shop for guayaberas or that special Salsa CD," the brochure reads. "From batidos to beer, custom tattoos to original-design wedding gowns, this dynamic multicultural community will embrace your journey through its many eclectic stores and restaurants."
For years, the stretch of Jamaica Plain between Jackson Square and Hyde Square has supported Spanish-speaking businesses, grocery markets that stock mango purée and plaintains, car-parts shops, and a bridal store. But those have largely catered to neighborhood locals, who are overwhelmingly and increasingly Hispanic.
A 2004 survey found that only 3 percent of those who were shopping in the area lived outside Route 128. But officials are seeing the potential to appeal to outsiders. In meetings with developers of three new commercial projects -- which could bring space for about 60 new stores to the district -- Main Streets officials have stressed they want tenants who will propagate a Latin theme.
"It's a huge change, trying to create an image for a district," said Jaime Calitto , director of Hyde/Jackson Square Main Street .
"Sometimes we have the problem with 'What is Hyde/Jackson? Is that Hyde Park?' People will know Boston's Latin Quarter."
Main Streets officials have given out 16,500 copies of the new map so far, and plan to hand out more at subway stops, and at kiosks in Logan International Airport.
Organizers said that creating an image as a desirable destination will take time, and it will be years before the Estrella Bakery is likely to have the drawing power of Mike's Pastry, the North End bakery jammed with tourists on most summer evenings. But officials say that is the goal. They cite an increasing interest in Latin culture, music, and food.
"The idea is that it will be a tourist attraction," said Rafael Benzan , president of the Hyde/ Jackson Square Main Street . "When people get in town, and look for good Spanish food and entertainment, they'll come here. With all the different music and foods -- you name it, anything you want to find, legally -- you find in our Latin Quarter."
Nearly 60 percent of the residents along the stretch between Jackson and Hyde squares are Hispanic or Latino, according to 2000 US Census data.
Felix Arroyo , a native of Puerto Rico who in 2003 became the city's first Hispanic member of the City Council, has also proposed a half-mile stretch of Centre Street, between Jackson and Hyde squares, be renamed to Avenue de las Americas. Street corners would bear flags representing each country in North, South, and Central America.
Viser can be reached at maviser@globe.com. 
