By COREY WILLIAMS

Feb. 28, 2008--The broad-brimmed western hats, colorful festival dance dresses and Mayan-style pottery that line the shelves at Xochi's Mexican Imports are common sights at stores in the Southwest.

But it's southwest Detroit on a cold, dreary winter day, not sunny El Paso, San Diego, Tucson or other cities just north of the Mexican border.

From its Mexican Town restaurant district to the new shops of the La Plaza Mercado retail development, southwest Detroit is doing something it hasn't done in years — grow and prosper.

"We come starving for a better life," 32-year-old dance instructor Valeria Montes said. "We want to strive and we've found in southwest Detroit a place to do it. The opportunity was here for us and we took it."

Latinos are carving out a niche in neighborhoods far from the southern border more and more — from Bagley Street here to the Mitchell Street area in Milwaukee to Bailey's Crossroads in Fairfax County, Va.

A new wave of Latino immigrants is following others who established communities in northern cities in the 1950s after getting jobs in the auto and other manufacturing industries. The attraction now is employment in restaurants, shops and other service-oriented businesses that cater primarily to residents in those communities but also draw non-Latinos.

"A number of folks who are coming up — documented or undocumented — are finding jobs," said Enrique Figueroa, director of the Roberto Hernandez Center at the University of Wisconsin-Milwaukee.

The now-vibrant neighborhood wasn't always so.

Its fate had mirrored most other areas of Detroit that began to lose businesses and people following the city's 1967 riot. Boarded-up buildings and an unappealing mix of fast-food stops, dank bars and seedy strip clubs lined the streets.

Gang violence was rampant and the housing stock crumbled.

"It wasn't a neighborhood where you could walk down the street," Southwest Detroit Business Association deputy director Edith J. Castillo said. "Now, you can actually walk down West Vernor. You can take your family out for ice cream after church."

Castillo's nonprofit is one of several working with city officials and businesses to resurrect the area.

More than $200 million has been invested in southwest Detroit in the past 15 years, which has attracted retail and new homes, including an $11 million condo development.

"It's one of the few places in the city where you are seeing a lot of private investment," said Olga Savic, of the Detroit Economic Growth Corp., the city's public/private development arm. "West Vernor Avenue was once primarily vacant. Now, it's 90 percent full."