 The Mariners' popular marketing campaign in the early 2000s used the SoDo moniker in the catchphrase "SoDo Mojo".SoDo deliberately echoes SoHo in New York City, where, during the 1970s, cheap spaces vacated by departing factories were converted by artists into lofts and studios.SoDo has undergone a similar process but has not experienced much of the gentrification experienced by its putative model.