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Dr. Rock approved by the HPC to join the Legacy Business Registry

dr rock poses for a photo in his dental office

Dr. Gonzalez, aka “Dr. Rock,” in his dental office at 2720 24th Street. Photo by Calle 24.

Congratulations to 24th Street Dental (also (also Dr. Bernardo D. Gonzalez III Dentistry), which today was recommended to join the #SFLegacyBiz Registry by the Historic Preservation Commission!

Located at 2720 24th Street in the heart of the Mission District, 24th Street Dental is more than an important bilingual dental practice; it’s a significant place for San Francisco’s Latin Rock history. Its proprietor, Dr. Gonzalez, aka “Dr. Rock,” is a fixture of the city’s local music scene. He served as manager of the pioneering Latin Rock group Malo, and organized the annual benefit “Voices of Latin Rock” for ten years. He opened his successful dental practice in 1985 in the same location where his father sold shoes a quarter century earlier.

Dr. Rock displays memorabilia from his career in Latin Rock on the walls of his dental office, including a guitar presented to him by Carlos Santana.

For the last three decades, Dr. Rock’s work has extended beyond his dental office, serving as the organizer of local cultural festivals such as Cinco De Mayo, Día De Los Muertos, and Carnaval, and in leadership positions with the 24th Street Merchants Association and Mission Economic Cultural Association (MECA).

Working with Gabriella Lozano of the Calle 24 Latino Cultural District, Kerri Young of SF Heritage helped complete and submit the legacy business application for Dr. Rock’s dental practice, documenting his community service in the Mission and his wider contributions to Latin Rock history in the city.

Read our full profile on Dr. Rock in the April-June 2020 issue of Heritage News (p.3).

Legacy BusinessesMissionAdvocacyCalle 24 Latino Cultural District

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