Some Oakland business owners say giving up is not in their vocabulary.
That's why they're coming together to promote the city's nightlife and Thursday nights are a big part of downtown Oakland. Jack London Square has long been a destination point for people who don't know much about Oakland.
But if you walk around the neighborhoods near the square, you will discover a new Oakland and a growing nightlife. For example there is salsa dancing in the streets on Thursday nights but most people don't know that.
It is part of Thursday Night Live, which is part of a movement to bring life back to downtown Oakland.
"There's a lot of new businesses in the area, a lot of condos developed, giving them something to do," said Tina Aiyer, an organizer with Thursday Night Live.
On the first and third Thursday of the month since June, Ninth Street, just off Broadway, is blocked off as business owners try to create a new vibe for the city.
The owners got together to promote the area that has a ton of new restaurants and bars, all in an effort to bring people back downtown. Like many big cities, Oakland is struggling both financially and with its image.
In fact, the Thursday Night Live series refused to cancel its event when violence took to the streets following the verdict in the Oscar Grant trial.
The one problem is this last Thursday was the last Thursday Night Live event for the year. But it will be back next year.