Spartan Market Liquor Store on East William St. could be considered an important community staple for San Jose State students living downtown.
The market appears like any regular liquor store from the outside, but inside, above the checkout counter, signed pictures from former SJSU students hang everywhere with personal notes written on them.
Above the images is a unmissable sign:
“Welcome to the #1 liquor store in town – your party headquarters.”
Jenna, who preferred to be known only by her first name, has managed and operated Spartan Market for the last eight years while working alongside family members including her sister Tu.
Although the location has gone through various owners, Jenna has made the establishment a notable extension to the college culture at SJSU.
“Jenna’s is a staple to San Jose State,” said Tasha Rose, a junior marketing major. “I don't think people get formally introduced to Jenna, but everyone knows Jenna.”
Jenna has built long lasting connections with generations of SJSU students and community members.
She said she’s created a special bond with her frequent customers.
“I treat [my customers] like a family, like friends, like my kids. I love them,” Jenna said. “It makes me think when I was young and seeing people now makes me happy.”
Spartan Market is known for carrying special selected products other liquor stores don’t have.
Rose said she has only ever found green tea and cucumber flavored Arizona Ice Tea at Spartan Market.
“It's so good, I would scooter three [or] four blocks in the middle of a hot summer day just to get that drink,” Rose said. “I’d buy like four cans, Jenna said she hand picks them cause she likes them too.”
Jenna’s unique relationships with each of her customers has brought her a loyal base.
“I really like the sense of community the space provides, especially now with the pandemic, like having someone to talk to,” Dylan Songkham, a 2018 alumnus said. “You can go into the store and interact with someone you already know on a more personal level opposed to, like, a bigger grocery chain.”
Jenna said alumni continue to visit her to say hi and get their preferred cold alcoholic beverages even after moving away from San Jose.
“As a first year I was told by my big [brother] how popular that spot was and how Jenna remembers everyone's orders,” Songkham said. “And how she was very kind and that's why people would always go there in the first place.”
Jenna said the pandemic has brought changes to the usual weekend party environment she was familiar with. Now that business has slowed down, it’s given her the opportunity to spend time with her family.
“I used to work day and night,” Jenna said. “I split the day with my sister, now to [be able to] spend time with my mom. She's 96 years old, so I choose to spend time with her too. At night I am here and everyone comes in to visit and talk.”
Jenna said she’s appreciative of the many customers who continue to shop with her and converse throughout these difficult times.
“Lowest price isn't a priority when the service is so great and sincere,” Rose said. “She had been really grateful that we came in, and to see those faces that kept coming in, when people weren't around. She was really appreciative.”
