NOBE (pronounced NOH’-bee or NOH'-bay) is a term that began use in 2012 by real estate agents to describe the area that spanned North Oakland, South Berkeley and East Emeryville. That collection of neighborhoods of "North Oakland, Berkeley and Emeryville," has seen a raise in real estate prices. Included areas are Santa Fe, Gaskill, Longfellow, Golden Gate, and Bushrod Park. Parts of North Emeryville, Temescal and South Berkeley are also included by some. This term is not represented on any map showing the neighborhoods of Oakland.
The Golden Gate neighborhood, part of "NOBE", was named in 1888 for its views of the Golden Gate (the entrance to the bay now spanned by the Golden Gate Bridge and obscured from view by development). The Golden Gate residents do not recognize the term NOBE.
Controversy over gentrification in this area continues as of mid-2013. Although "NOBE" has no actual influence over the area, it is disfavored by neighborhood activists who feel that traditional residents of the area are being forced out by increasing prices and development. Here are links for both sides of the discussion:
- From the real estate agents who coined the term NOBE: www.nobeneighborhood.com
- From the SF Chronicle: 63rd Street bungalow reflects rebirth of NOBE area
- Emeryville Eye article: Realtor Responds to NOBE Controversy
- Change.org petition to stop using NOBE terminology
- Bold Italic article: Please Don't Call It NOBE
- Oakland Local article: Golden Gate Neighborhood Raises Gentrification Concerns
- NOBE - We Are Not!: http://santafecan.org/nobe-we-are-not/
About the Dispute:
- East Bay Express: Can Realtors Rebrand Oakland?
- 99% Invisible: http://99percentinvisible.org/episode/the-soho-effect/ ("NOBE" used to open and close episode about broader phenomenon)