Defend El Sereno Together
Community Before Corporate Greed. Transparency Before Development.
Stop shady developers from icing us out of our future. El Sereno is a historic Latino, working-class neighborhood with deep roots, culture, and resilience. And once again, decisions that will permanently reshape our community are being pushed forward without transparency, without accountability, and without our consent.
WE ARE NOT ANTI-HOUSING. We are pro-community, pro-transparency, and pro-accountability. We are here because we believe in responsible planning and we are building a strong voting block.
What’s Being Pushed on El Sereno
At the corner of Huntington Drive & Portola, a five-story, 111-unit development is being rushed forward by Mayor Bass’ Executive Order and SOLA Impact.
This developer talks about equity—but their actions tell a different story.
SOLA Impact has a documented pattern of unethical-business practices, avoiding accountability, and hiding the identity of the owners & developers on their own website.
When a developer won’t show their face, it’s for a reason. Cuando no te dan la cara, es por algo.
Development Done To Us — Not With Us
This project targets low-income households and communities of color, yet includes zero vehicle parking — despite being located on Huntington Drive, the major corridor connecting El Sereno, the San Gabriel Valley, and Los Angeles.
El Sereno residents understand Huntington Drive. Mayor Bass and SOLA Impact do not — and they don’t care.
This 111-unit project proposed for Huntington Drive includes zero on-site vehicle parking — on one of the most heavily traveled corridors in Northeast Los Angeles and a gateway to the San Gabriel Valley.
This is not progress.
This is harm
Disguised as help.
Forced to accept:
Illegal demolition:
SOLA Impact began demolishing the Victory Outreach building (5100 Huntington Dr. S.) without permits and was cited by the City.
The building was left partially destroyed, with walls torn down and unsecured—creating unsafe conditions and easy access for encampments.
Now the developer wants to conveniently “resume” demolition in February to accelerate their timeline.
SOLA uses this legal "SLEDGE-HAMMER" to force through density that exceeds local limits.
These are not accidents.
These are deliberate tactics used by experienced developers who understand city loopholes & weak enforcement.
Meanwhile:
The Council District office has NOT brought this project to the Neighborhood Council.
Councilmember Ysabel Jurado, CD14, has NOT provided clear answers or meaningful engagement to residents who have been seeking basic information and transparency regarding this project.
Residents were NOT proactively informed.
Community opposition has been ignored.
Mayor Karen Bass and local council must also be held accountable. Making things easier for wealthy developers at the expense of Eastside residents is wrong.