Near the intersection of Pico Boulevard and La Brea Avenue is a hodgepodge of Los Angeles culture, shared by Lucy's Mexican drive-in restaurant, Roscoe's House of Chicken and Waffles and an Asian nail salon.
It's now also home to a media upstart with ambitions to reflect the city's ethnic diversity.
Meruelo Media sprang to life 2 1/2 years ago with the acquisition of a pioneering Los Angeles Spanish-language TV station, KWHY Channel 22. Last month, Meruelo agreed to pay $15 million to buy another L.A. fixer-upper, radio station KDAY-FM (93.5).
The acquisition has particular appeal for Alex Meruelo, principal of the parent company, Meruelo Group.
The son of Cuban immigrants started his career in the late 1970s running the tuxedo business in his parents' bridal shop on Broadway in downtown L.A., and he knew KDAY during its glory days when it was an early promoter of hip-hop music.
"I grew up listening to KDAY," said Meruelo, 51. "KDAY is part of L.A., and we think it could become a substantial radio station once again."
The station was once identified by its African American audience, but now more than half its listeners are Latino.
The rising importance of U.S. Latinos — more than 50 million strong, flexing a spending power that has been estimated at $1.3 trillion a year — has attracted media interest. Walt Disney Co., Comcast Corp. and Rupert Murdoch's 21st Century Fox have launched networks in the last 18 months to appeal to young Latinos. By some estimates, 50,000 U.S. Latinos turn 18 every month.
Those media owners are looking to Los Angeles because of the city's large population of Mexicans and Mexican Americans. Those groups make up about two-thirds of the Latinos in the United States.
Enter Meruelo Group. The Downey holding company, which also has interests in construction, banking, real estate and a Nevada casino, has been on a mission to find and grow undervalued media assets.
"We are setting out to be the premier minority-owned media company in the U.S.," said Otto Padron, a former top Univision Communications programmer who moved to L.A. from Miami nearly two years ago to join Meruelo Media as its president and chief operating officer.
For years, Miami — not L.A. — has been the epicenter of Latino programming even though L.A. is the nation's largest Latino market. Miami is the home of network headquarters for the Spanish-language television giants Univision Communications and NBCUniversal's Telemundo.
Meruelo Media is hoping to carve out a lucrative niche by creating programming that feels more like Los Angeles. This week, after spending nearly a year and tens of millions dollars in renovations, the growing staff of Meruelo Media plans to move into its new broadcast center near Lucy's Drive-In and Roscoe's.
About 75 people are expected to work at Meruelo's center on Pico, a building formerly used by a Hollywood lighting company and as a rehearsal hall for the Los Angeles Philharmonic.
Last week, TV producers, advertisers, business associates and local politicians gathered on Meruelo's soundstages to toast the arrival of Meruelo Media. Attendees snacked on products made by Meruelo Group companies, including sushi from its Fuji Food Products and thick-crust slices from La Pizza Loca.
Meruelo started his empire from scratch in 1986 by making pizza that would appeal to Latinos. Today, La Pizza Loca boasts about three dozen stores.
Meruelo also is controlling owner of Commercial Bank of California. His holding company has construction firms that specialize in utilities, pipelines and traffic signals. In 2011, his company acquired the 2,000-room Grand Sierra Resort and Casino in Reno.