Olvera Street Merchants Association Foundation

80th-82nd Anniversary Edition Annual Report 2010-2012 Edicin de Aniversario de 80-82 Informe Annual 2010-2012

NOTE FROM PRESIDENT

As we Merchants look back on our 82nd year here in the birthplace of Los Angeles, we remember with joy and pride the celebrations that honor our history and culture. As our founding families came together with Mrs. Christine Sterling during the Great Depression in 1930, so we continue to preserve Olvera Street and present many cultural and traditional events. These include Dia de los Muertos, Las Posadas, and Blessing of the Animals, which are a quintessential part of the spirit and development of Los Angeles. Our goal is to protect these events through inclusion in the City Charter. Our cherished cultural events are in full swing because of support from the City and the community. With your continued support we will be successful in legally protecting these events as a City Cultural and Historical Resource, just as we, the Olvera Street Merchants, are designated as a Cultural Resource. Sincerely,

Mike Mariscal President of the Board of Directors Olvera Street Merchants Association Foundation

NOTA DEL PRESIDENTE

Nosotros, como comerciantes de la Calle Olvera, volvemos nuestros ojos al pasado, para recordar con satisfaccion y orgullo estos 82 anos aqui en el lugar del nacimiento de Los Angeles, celebrando con honor nuestra historia y cultura. Como aquellas, nuestras familias fundadoras que con la Sra. C. Sterling , durante la Gran Depresion del ano 30, hicieron de este lugar un valuarte de nuestra cultura , tambien nosotros continuamos haciendolo, a traves de la preservacion de eventos tradicionales historicos y culturales: Dia de los Muertos,Las Posadas, Bendicion de los Animales y muchos mas que ya son parte del espiritu y desarollo de Los Angeles. Nuestro objetivo es proteger estos tradicionales eventos a traves de la legislacion de la Ciudad. Con vuestro apoyo podremos exitosamente lograr protegerlos legalmente , siendo ya que los comerciantes de la Calle Olvera han sido reconocidos como un recurso cultrural. Atentamente,

Mike Mariscal Presidente de la Junta de Directores Fundacin de Asociacin de Comerciantes de Olvera Street

Olvera Street Merchants Association Foundation

The Olvera Street Merchants Association Foundation (OSMAF) is dedicated to contributing to the cultural development of Los Angeles in the same way that the merchants of Olvera Street have done so since its inception by Mrs. Christine Sterling on April 20, 1930. OSMAFs goal is to preserve and continue to promote the historical, cultural, educational and traditional contributions of the extended family of Merchants and Artisans who have lived and worked on Olvera Street throughout the course of its long history. OSMAF, the 501c3, came into being on December, 2005 however the members and the board of directors and their families have been functioning unofficially in a similar capacity for over 75 years. As the policies that govern the city of Los Angeles and El Pueblo Historic Monument Authority of which Olvera Street is a major component, have changed, it has become clear that there is a need to formalize the protection of the traditions of Olvera Street and by extension the community. Therefore a group of the Olvera Street merchants who have been designated as a human cultural resource of the City of Los Angeles filed for a nonprofit status in order to provide an avenue for friends of Olvera Street to assist us in preserving and presenting traditional, cultural, and educational events.

Mission Statement
Our mission is to celebrate, promote and preserve an understanding and an appreciation of the historical significance that Olvera Street, in El Pueblo Historical Monument, has played in the formation of our diverse city through a wide range of year round programming of activities and traditional events that will serve the greater community as well as international visitors.

BOARD OF DIRECTORS
Michael Mariscal President Agusto Godoy Vice President Dianna Robertson Secretary Nancy Madrid-Ally Assistant Secretary Valerie G. Hanley Treasurer Norma Garcia Assistant Treasurer Martha Vasquez Christina Mariscal Pasten Adriana Aguirre-Robertson

JUNTA DE DIRECTORES

2010-2012 EVENTS AND PROGRAMS

LOS TRES REYES January A celebration of the Epiphany of the Magi (visit of the Three Kings) with music and a procession on Olvera Street followed by a colorful theatrical production in the Plaza. FIESTA DE LA CANDELARIA - February Traditional blessing of elaborately dressed dolls in the culmination of the Christmas season. MARDI GRAS CHILDREN'S WORKSHOPS - Fat Tuesday February Olvera Street style Childrens Carnival with singing and dancing, a festive parade, crowning of Little King and Queen, piata and mask making workshops. BLESSING OF THE ANIMALS April - Saturday before Easter Sunday This centuries-old tradition of blessing the animals, for the benefits they provide mankind, has been celebrated in the Plaza since 1930. All pets welcome. NUESTRA TIERRA FESTIVAL and OLVERA STREET MERCHANTS 80TH ANNIVERSARY - April Our Nuestra Tierra Festival pairs us with environmental nonprofits as well as performers to educate the community about sustainable environmental practices and policies, so that we can care for our Earth. In 2010 we also celebrated the 80th Anniversary of Olvera Street Merchants and their events. Olvera Street is one of the oldest streets in Los Angeles, a Mexican marketplace opened in the 1930s. FIESTA DE LAS FLORES (FLOWER & CAMERA DAY) June The entire Monument, including the colorful Olvera Street Mexican Marketplace, will be decorated to create scenes from Los Angeles historic past. Various areas provide opportunities for both amateur and professional photographers alike. DIA DE LOS MUERTOS Mid October through November Childrens workshops. Colorful, ancient Mexican ceremony in remembrance of departed loved ones with beautifully decorated altars, exhibits and entertainment. Pre-Columbian Novenario procession and blessings each night beginning October 25th through November 2nd. Weekend Fiesta October 31. Complimentary Champurrado & Pan Dulce. VIRGEN DE GUADALUPE CELEBRATION - December Celebrating the Virgen de Guadalupes appearance to native Mexican St. Juan Diego in 1531. Overnight vigil in December: Local, community, school, and professional groups offer thanks to the Virgen by performing in her honor. Ballet Folklorico, Banda Zacatecana, Mariachi and orchestras perform. Dia de Los Paiasos: Food, shopping and family entertainment all weekend. LAS POSADAS - December This nine-night presentation of the journey of Mary and Joseph to Bethlehem is portrayed with singing, ballet folklorico entertainment, a procession on Olvera Street. Complimentary Champurrado & Pan Dulce, as well as a childrens piata breaking each evening.

2010-2012 EVENTOS Y PROGRAMAS

YOUR DONATION HELPS STRENGTHEN OLVERA STREETS COMMUNITY ARTS AND CEREMONIES

DONATE TO SHARE CULTURE!

DONAR PARA LA CULTURA!

Donate Online: http://www.calleolvera.com/ (scroll down) Please Mail or Bring a Check: Olvera Street Merchants Association Foundation W-10 Olvera Street Los Angeles, CA 90012 Contact us at: info@calleolvera.com https://www.facebook.com/pages/OlveraStreet/122321044457734 All donations are tax deductible. OSMAF is a 501c3 nonprofit. Our tax identification number is 20-2021614.

2011-2012 Organizational Partners

Olvera Street Merchants say thank you to everyone who has helped our cultural events live and sustain: Family members, friends, and all visitors Gracias Thank You
Dance and Music 2011 / 2012 1. Ballet Folklorico Faisan 2. Ballet Folklorico Sabo a Mexico 3. Wilmington YMCA 4. Tierra Blanca Dance Company 5. Ballet Folklorico Mexico Azteca 6. South Gate Middle School 7. Ballet Folklorico Maria Felix 8. Banda Zacatecana 9. Tatalejos Teatro Popular 10. Teatro del Barrio 11. Mariachi Monumental de America 12. Xipetotec Aztec Dancers 13. Ballet Folklorico Coco 14. Marisol and La Santa Cecilia Non Profits, Government, & Schools 1. Audubon Center at Debbs Park 2. Accelerate Bail Bonds 3. COFEM 4. County of Los Angeles 5. City Of Los Angeles 6. Diamonds in the rough Rescue 7. El Pueblo Historical Monument 8. Fix Nation 9. FOLAR 10. Heal the Bay 11. Hey Tanks L A 12. Jovenes Inc 13. Cabrillo Museum 14. LACBC Los Angeles Bicycle Coalition 15. La Causa 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. Los Angeles Community College Los Angeles County Registrar Los Angeles County Toy Lending Library LA High School La Placita Church La Placita Methodist Church LATC Los Angeles Theater Group Leo Politi School Malabar Street School MCI Mexican Cultural Institute Million Trees Los Angeles Mothers of East Los Angeles MTLA Million Trees Museum of Latin American Art Much Love Pet Rescue Plaza De Cultura Y Arte Olvera Street.com OSMAF OSMAF Nuestra Tierra Planet Geenlight Pobladores Restaurant Depot Salesian Seeds of Change Southwestern Herpetologists Society Stray Cat Alliance South Central Farms South Gate Middle School TreePeople Proyecto Jardin

Businesses 1. 2. 3. Davis Blue Print Digicolor Printing Accelerate Bail Bonds

Olvera Streets Educational Programs

Along with traditional events open to the estimated 2,000,000 people who visit Olvera Street yearly, the Olvera Street Merchants Association Foundation offers educational programs to school classes and individual children. These events give children from across Los Angeles the ability to learn about cultural traditions, Los Angeles history, the environment, and how to express themselves through art.

Olvera Street Merchants hold educational workshops for local school children that complement our yearly celebrations. For example, the Merchants hold 3 weeks of workshops concurrent with Dia de los Muertos, accommodating 200 children per day, for a total of 5000+ children in workshops, as well as 2000+ in unscheduled school tours. Dia de los Muertos attracts up to 15,000+ people on its two largest nights, but the full extent of its reach into the community is much broader than the ceremonies. The Nuestra Tierra (Our Earth) Festival was designed to give children exposure to eco-indigenous philosophies and ways of conserving and understanding the natural environment. For urban children, who may not experience wild lands often, we offer ways of thinking both within and beyond the citys environments. Blessing of the Animals attracts up to 20,000 community members, and offers exposure to nature and animals, as well as the ceremony. Our Mardi Gras events host 600 children in multi-cultural African-American workshops and up to 1000 children in the daytime parade. For traditional cultural events such as Las Posadas, we host up to 4000+ people, as well as 2000+ people at Los Tres Reyes, Fiesta de la Candelaria, and Virgen de la Guadalupe. Events like Leo Politi Centennial and Fiesta de las Flores attract 1000+ people. We are proud of the educational impact of our programs for youth.

SUCCESSES MADE THROUGH OLVERA STREET

La Marisoul and La Santa Cecelia
Marisol became La Marisoul, beginning by singing traditional Mexican boleros for spare change. Her grandfather owned a shop at Olvera Street. Merging dark rock and roll attitudes with a flamboyant colorful character with Mexican roots became her specialty. La Marisoul and La Santa Cecelia (the band) won a 2012 Latin Grammy this year for their incredible music. Olvera Street lives through their music-traditional Mexican merged with modern Los Angeles.

We congratulate them on their achievements and are very proud of them!

Eva Longoria
In 2011, a photo (right) of Eva Longoria was snapped to show her support of Olvera Street. Eva Longoria grew up performing at Olvera Street. Opportunities we provide to foster the cultural development and performance training of children can lead to large successes.

Latin Grammy!

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LONG-TERM GOALS
1. Establish youth educational and cultural after school programs which include music, dance and other enrichment programs 2. Expand traditional events from 9 events to include up to 6 new annual events as well as additional timely celebrations as they become appropriate 3. Reestablish Teachers Salary Point Class 4. Secure office space for Olvera Street Merchants Association Foundation in El Pueblo 5. Coordinate with fellow El Pueblo stakeholders to jointly present specific events and activities 6. Establish an endowment fund 7. Create an Olvera Street Museum 8. Provide publicity for Olvera Street enrichment programs

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LOS TRES REYES January A celebration of the Epiphany of the Magi (visit of the Three Kings) with music and a procession on Olvera Street followed by a colorful theatrical production in the Plaza.

FIESTA DE LA CANDELARIA - February Traditional blessing of elaborately dressed dolls in the culmination of the Christmas season.

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MARDI GRAS CHILDREN'S WORKSHOPS - Fat Tuesday February Olvera Street style Childrens Carnival with singing and dancing, a festive parade, crowning of Little King and Queen, piata and mask making workshops.

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BLESSING OF THE ANIMALS April - Saturday before Easter Sunday This centuries-old tradition of blessing the animals, for the benefits they provide mankind, has been celebrated in the Plaza since 1930. All pets welcome.

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NUESTRA TIERRA FESTIVAL - April AND OLVERA STREET MERCHANTS ANNIVERSARY - April Our Nuestra Tierra Festival pairs us with environmental nonprofits as well as performers to educate the community about sustainable environmental practices and policies, so that we can care for our Earth. In 2010 we also celebrated the 80th Anniversary of Olvera Street Merchants and their events. Olvera Street is one of the oldest streets in Los Angeles, a Mexican marketplace opened in the 1930s.

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Historic Olvera Street Photos from 1930 to 2012

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FIESTA DE LAS FLORES - June The entire Monument, including the colorful Olvera Street Mexican Marketplace, will be decorated to create scenes from Los Angeles historic past. Various areas provide opportunities for both amateur and professional photographers alike.

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DIA DE LOS MUERTOS Mid October through November Childrens workshops. Colorful, ancient Mexican ceremony in remembrance of departed loved ones with beautifully decorated altars, exhibits and entertainment. Pre-Columbian Novenario procession and blessings each night beginning October 25th through November 2nd. Weekend Fiesta October 31. Complimentary Champurrado & Pan Dulce.

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VIRGEN DE GUADALUPE CELEBRATION - December Celebrating the Virgen de Guadalupes appearance to native Mexican St. Juan Diego in 1531. Overnight vigil in December: Local, community, school, and professional groups offer thanks to the Virgen by performing in her honor. Ballet Folklorico, Banda Zacatecana, Mariachi and orchestras perform. Dia de Los Paiasos: Food, shopping and family entertainment all weekend.

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LAS POSADAS - December This nine-night presentation of the journey of Mary and Joseph to Bethlehem is portrayed with singing, ballet folklorico entertainment, a procession on Olvera Street. Leo Politis historic Olvera Street character Pedro livens the event. Complimentary Champurrado & Pan Dulce, as well as a childrens piata breaking each evening.

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Financial Report
EVENT Entertainment Supplies Food TOTAL Dia de Los Muertos $8,150.00 $2,292.62 $1,819.00 $12,261.62 Dia de Guadalupe $1,800.00 $177.00 $0.00 $1,977.00 Las Posadas $7,200.00 $1,109.20 $1,133.00 $9,442.20 Los Tres Reyes $400.00 $49.94 $250.00 $699.94 Dia de Candelaria $1,100.00 $0.00 $99.00 $1,199.00

2010-2011
Mardi Gras $1,400.00 $400.34 $0.00 $1,800.34 Olvera Anniversary $1,950.00 $98.24 $0.00 $2,048.24 Blessing of the Animals $5,825.00 $3,578.81 $1,427.00 $10,830.81 Flower Day $5,900.00 $842.00 $0.00 $6,742.00

2010-2011 Traditional Events Budget Olvera Street Merchants Association Foundation Funded by El Pueblo de Los Angeles Historical Monument And Individual Donors

IN-KIND DONATIONS Time ($15/hr) Items TOTAL

Dia de Los Muertos $6,030.00 $0.00 $6,030.00

Dia de Guadalupe $720.00 $0.00 $720.00

Las Posadas $4,320.00 $0.00 $4,320.00

Los Tres Reyes $240.00 $72.00 $312.00

Dia de Candelaria $240.00 $255.00 $495.00

Mardi Gras $540.00 $0.00 $540.00

Olvera Anniversary $240.00 $300.00 $540.00

Blessing of the Animals $960.00 $200.00 $1,160.00

Flower Day $360.00 $0.00 $360.00

BUDGET OVERVIEW EVENT EXPENDITURES IN-KIND DONATIONS OTHER PURCHASES TOTAL BUDGET $47,001.15 $14,477.00 $2,997.92 $64,476.07

MAJOR FUNDER El Pueblo Historical Monument $50,000.00 (Reimbursement)

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Financial Report
EVENT Entertainment Supplies/Dcor Food TOTAL Dia de Los Muertos $9,150.00 $2,822.61 $1,992.50 $13,965.11 Dia de Guadalupe $4,500.00 $60.00 $0.00 $4,560.00 Las Posadas $9,050.00 $849.00 $1,844.00 $11,743.00 Los Tres Reyes $500.00 $0.00 $364.00 $864.00 Dia de Candelaria $1,100.00 $26.80 $314.50 $1,441.30

2011-2012
Mardi Gras $1,293.00 $192.00 $0.00 $1,485.00 Olvera Anniversary $2,700.00 $312.00 $0.00 $3,012.00 Blessing of the Animals $6,050.00 $300.15 $2,661.97 $9,012.12 Flower Day $2,800.00 $1,112.84 $0.00 $3,912.84

2010-2011 Traditional Events Budget Olvera Street Merchants Association Foundation Funded by El Pueblo de Los Angeles Historical Monument And Individual Donors

EVENT Donated Time ($15/hr) Donated Items TOTAL

Dia de Los Muertos $6,150.00 $0.00 $6,150.00

Dia de Guadalupe $750.00 $0.00 $750.00

Las Posadas $4,320.00 $0.00 $4,320.00

Los Tres Reyes $255.00 $85.55 $340.55

Dia de Candelaria $270.00 $255.00 $525.00

Mardi Gras $540.00 $0.00 $540.00

Olvera Anniversary $225.00 $300.00 $525.00

Blessing of the Animals $1,020.00 $200.00 $1,220.00

Flower Day $375.00 $0.00 $375.00

$4.63

TOTAL BUDGET
$14,745.55
Event Expenditures

BUDGET OVERVIEW EVENT EXPENDITURES IN-KIND DONATIONS OTHER PURCHASES TOTAL BUDGET $49,995.37 $14,745.55 $4.63 $64,745.55

In-Kind Donations
Other Purchases

$49,995.37

MAJOR FUNDER El Pueblo Historical Monument $50,000.00 (Reimbursement)

TOTAL EVENT EXPENDITURES

$7,176.97
Entertainment Supplies/Dcor

$5,675.40 $37,143.00

Food

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Photographer Credits:
Oscar Castillo Collection Esteban Coronado Collection Ana Hall Collection Mexico Azteca Collection Paul Politi Collection Connie Ramirez Collection Dianna Guerrero Robertson Collection Ezekiel Tarango Collection Juan Carlos Vera Collection Anai Contreras Ty Leyva Edgar Pasten Leo Politi Family Collection Christian Vidaurrazaga La Santa Cecilia La Marisoul Humberto Howard Melissa Tamayo Dianna Robertson Patricia Alarcon Mayra Hernandez Liburtad Ayala Monique Mendoza Violeta Paez Sylvia Despert Art Escalante Abelardo de la Pea Jr. Cindy Gonzalez Lani Cupchoy Ed Canas Melissa Daniels Las Fotos Project: Valerie Beltran, age 16, Julie Cabral, age 18, Civil Hernandez, age 16, Jessenia Pineda, age 14, and Yoali Sayago, age 17

Editor of Annual Report: Elizabeth Venable, MA, MPA

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Gracias * Olvera Street Gracia Merchants Association Foundation 2010-2012