San Jose City Councilwoman Nora Campos asked a sun-baked crowd of her constituents Saturday to close their eyes.

"Remember what was here,’’ she said, referring to the corner of Story and King Roads in East San Jose. “Remember everyone who said ‘I don’t feel safe,’ or ‘Can you do something? It is such an eyesore.’ ’’

Saturday marked the grand opening of Plaza de San Jose, a long-awaited retail center at the southeast corner of Story and King roads. The $73.5 million shopping center brings much sought after retail shopping to one of the city’s busiest intersect ions and underserved neighborhoods. For years, the area has been without so-called "anchor’’ stores, which are badly needed to bring sales tax revenue to depleted city coffers. The center - - approved by the San Jose Redevelopment Agency board in August 2002 - - features a Target, the Mexico-based home furnishing store FAMSA and a Walgreen’s.

At the ceremony, Campos fought back tears. Her mother sat in the front row; her brother Javier was one row behind. Clusters of purple, orange, red and lime-green balloons billowed in the breeze. Tacos were on the grill, a Mariachi band was gearing up to perform, and scores of East Side community activists and redevelopment officials waited to break open piñatas.

"We did something,'' said Campos, one of the main motivating forces behind the redevelopment project. "We did something together. This landmark is the gateway to East San Jose."

After years of community meetings, finance discussions, blueprints and construction, the shopping center - - which includes public gathering places and evokes traditionally Mexican forms of art in its design - - is finally complete.

"The first impression of our community must be a positive one,'' said community activist Kim Mesa. “Together we have put out a welcome mat, and that is Plaza de San Jose."

Besides large retail anchors, Plaza de San Jose features Starbucks, Jamba Juice and a Wells Fargo branch - - making it possible for local residents to run errands without having to drive or take public transportation to other parts of the city. El Gallo Giro - - the Champion Rooster - - will open in January and is expected to create 50 jobs. The sit-down restaurant has a loyal following in Los Angeles, where it has 10 locations. It's famous for slow-cooked pork carnitas, but each location also includes a traditional aguas frescas stand, as well as a bakery.

"This is the first time we ventured outside Southern California,'' said Charles Bonaparte, founder and CEO of El Gallo Giro, in a statement. ``We are thrilled to be part of the San Jose business community. This represents a tremendous opportunity for us to establish a long- term presence in this incredibly exciting market.''

Scores of East Side residents who at tended the opening celebration said they were most excited about having a Target in their neighborhood.

"This used to be liquor stores, a 7-Eleven and a gas station,'' Alofa Talivaa said. ``But now it's beautiful. We can shop in the neighborhood, and this provides jobs for the people who live here.''

Target, which has been open for a month and has nearly 200 employees, is already doing brisk business.

"The East Side usually gets ignored, but there's a lot of love in this community,'' said store supervisor Louise Phillips, who grew up in the neighborhood and hopes to move back. "It's nice to see some love finally coming our way."