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The St. Mary's Strip spent decades living down one of San Antonio's worst reputations. Now, city officials want to give it an official stamp. The nightlife hub is the newest area up for consideration as a cultural heritage district.

The designation is being championed by the St. Mary's Strip History Project, which is working to preserve the area’s legacy as a musical hub as development encroaches on the surrounding Tobin Hill neighborhood.

It’s not entirely a bulwark against change. Unlike historical districts, which have enforceable design guidelines, a cultural heritage district recognition is more of an honorary title. Still, the city’s Office of Historic Preservation gives demolition applications a more careful eye, and the designation helps build awareness of locally owned businesses.

Joseph's Foodliner was a popular bar and live music venue at 2410 N. St. Mary's St. in the 1980s. The site is now home to Paper Tiger.Photo courtesy of Frank Haecker/St. Mary's Strip History Project

The Strip might now seem like an obvious candidate for cultural preservation, having gone through periods of both bounty and blight. But during its late ‘80s and ‘90s heyday, the entertainment district rivaled Austin’s fabled Sixth Street. Bars like Huey's, Wacky's and Saluté packed music fans in during the night, while shops like the beach-themed Maui Waui kept the counter-culture alive during the day.

MTV soon took notice. In 1990, the channel flew in Daisy Fuentes for an MTV Street Party segment that attracted more than 15,000 people. That same year, 12,000-plus revelers showed up for a Halloween block party.

That same year, however, marked the district’s tragic low. In July 1990, 27-year-old Alamo Heights resident George “Tres” Waters III was savagely murdered by members of teen gang The Stompers. Tensions grew between club owners and neighborhood residents and merchants who were wary of increasing criminal activity, noise, parking problems, and littering. The Strip then went into a decline that lasted well into the 2000s.

Joe Pugliese, a famed local music promoter, owned Maui Waui, one of many beachwear shops that once lined North St. Mary's Street.Photo courtesy of Joe Pugliese/St. Mary's Strip History Project

Despite those challenges, North St. Mary's has seen a revival since 2015 with residential redevelopment, construction of a police substation, and the addition of new nightlife. Venerable venues such as Joey's, The Mix, and Paper Tiger (formerly White Rabbit) helped form the foundation for the revival, while more varied concepts — including natural wine bar Little Death, award-winning restaurant Curry Boys BBQ, and honky-tonk Lonesome Rose began filling in.

While waiting to see if the cultural heritage district is approved, the St. Mary's Strip History Project's team continues to hold "history harvest" events to preserve The Strip's legacy through digital collections and maps of the neighborhood’s former footprint. Abna Schnur, project director, has been keeping project volunteers and supporters updated on initiatives including the cultural heritage district petition and proposal.

Anyone with old photos, flyers, posters, or other artifacts from The Strip can contact project organizers to contribute. Schnur contributed several images herself — both present and past.

Nathan Cone — Texas Public Radio executive —performs with his band, Stray Toasters, at the North St. Mary's Brewing Co. in 1995. Photo courtesy of Nathan Cone/St. Mary's Strip History Project

Residents, merchants, visitors and other stakeholders are invited to a July 28 listening session at Paper Tiger, 2410 N. St. Mary's, to get more information about the cultural heritage district proposal, offer input, and share their memories of the neighborhood. Hosted by the city's Office of Historic Preservation, the listening session will be held 6:30-8 p.m. and free and open to everyone. Preregistration is encouraged.