>>> SAN FRANCISCO HAS ONE OF ONLY THREE JAPAN TOWN THAT REMAINS IN THE U.S.. >> A NATIVE SAN FRANCISCAN IS LEADING THE EFFORT. FOR MAXI IS LIKE THE 411 FOR JAPAN TOWN. SHE'S THE ONE PEOPLE TURN TO WHEN THEY NEED HELP. HER LEADERSHIP HAS PROVED CRUCIAL. >> Reporter: GROWING UP , SHE CAME TO JAPAN TOWN TO LEARN JAPANESE. IT IS PART OF HER IDENTITY. >> Reporter: WHAT PLACE DOES IT HOLD IN YOUR HEART? >> DEEP DOWN INSIDE. I LIVE AND BREATHE JAPAN TOWN. >> Reporter: THE NATIVE SAN FRANCISCAN KEEPS THE HISTORY AND CULTURE AND BEAUTY ALIVE AS EXECUTIVE DIRECTOR A OF THE COMMUNITY BENEFIT DISTRICT. >> IT GIVES ME A CHANCE AND TO MAKE SURE IT WILL BE HERE FOR THE FUTURE. TO THAT END, IN THE HEART OF JAPAN TOWN FOR MORE THAN HALF OF IT 50 YEARS. THE FESTIVAL CELEBRATES THE RICH DIVERSITY OF ASIAN-AMERICAN AND PACIFIC ISLANDER COMMUNITIES. SHE RECENTLY HELPED LEAD THE EFFORT TO MAKE IT A LEGACY BUSINESS. A DESIGNATION THAT COMES WITH MARKETING AND GRANT SUPPORT. THE WORK WAS MOST CRITICAL IN THE PANDEMIC. SHE OWNS THE ORIGAMI STORE HER PARENTS STARTED 57 YEARS AGO. >> BUSINESS IS GREAT . BUT MATT GRACE CRAFTED A STRATEGY THAT KEPT MANY STORES FROM FOLDING. >> SHE IS THE ONLY REASON WHY JAPAN TOWN SURVIVED THE PANDEMIC. BUT MATT GRACE CHECKED IN WITH SMALL BUSINESS OWNERS TO ENSURE THEY HAD A DATES FROM THE CITY, PPE, COVID TEST AND ACCESS TO VACCINES. IT WAS AMONG 80 STORES THAT GOT GRANT FROM A HALF-MILLION DOLLAR FUND RAISE BY THE COMMUNITY BENEFIT DISTRICT. THE DISTRICT ALSO HELP SET UP OUTDOOR DINING AND PROMOTED THROUGH SOCIAL MEDIA. TECHNOLOGY THAT MANY STORES HAD NEVER USED. >> WITHOUT SOUP COURT AND MAKING SURE SHE TOOK CARE OF THE COMMUNITY, NONE OF US WOULD BE OPEN. APARTMENT TODAY JAPAN TOWN SALES, TAX REVENUE AND FOOT TRAFFIC OR ABOVE THE COVID LEVELS AND GRACE REMAINS A FAITH INVOICE FOR J TOWN. WHETHER KEEPING IN STEP WITH THE COMMUNITY SAFETY AMBASSADORS OR WALKING ARM IN ARM WITH THE MAYOR TO PROMOTE UNITY. SHE IS ONLY A PHONE CALL AWAY FROM COMMUNITY MEMBERS THAT SHE CALLS FAMILY. >> IF MY DAD CALLS ME I WILL ANSWER THE PHONE. >> Reporter: FOR SUSTAINING A THRIVING JAPAN TOWN, THIS WEEK'S JEFFERSON AWARD GOES TO -- >> WITH THE RENOVATION GOING ON , EXPECTED TO START NEXT YEAR, GRACE IS WORKING ON MAKING SURE CONSTRUCTION WILL HAVE MINIMAL EFFECT ON RETAIL. THEN YOU HAVE EVENTS LIKE THE 50th ANNIVERSARY OF THE FAIR GOING ON WITH POP-UPS AS WELL. SHE IS BUSY. >> I AM GLAD YOU GOT THAT FEATURE. >> LOS ANGELES AND SAN JOSE. >> IT IS IMPORTANT.
