Olvera Street

Merchants

Association

Foundation

80th-82nd Anniversary Edition

Annual Report 2010-2012

Edición 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

Fundación de Asociación de Comerciantes de Olvera Street

1

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. OSMAF’s 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.

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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.

3

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

4

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 Children’s Carnival with singing and dancing, a festive parade, crowning of “Little King and Queen,” piñata 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

Children’s 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 Guadalupe’s 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 children’s piñata breaking each evening.

2010-2012 EVENTOS Y PROGRAMAS 5

YOUR DONATION HELPS

STRENGTHEN OLVERA STREET’S

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/Olvera-

Street/122321044457734

All donations are tax deductible.

OSMAF is a 501c3 nonprofit.

Our tax identification number is 20-2021614.

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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. Los Angeles Community College

17. Los Angeles County Registrar

18. Los Angeles County Toy Lending

Library

19. LA High School

20. La Placita Church

21. La Placita Methodist Church

22. LATC Los Angeles Theater Group

23. Leo Politi School

24. Malabar Street School

25. MCI Mexican Cultural Institute

26. Million Trees Los Angeles

27. Mothers of East Los Angeles

28. MTLA Million Trees

29. Museum of Latin American Art

30. Much Love Pet Rescue

31. Plaza De Cultura Y Arte

32. Olvera Street.com

33. OSMAF

34. OSMAF Nuestra Tierra

35. Planet Geenlight

36. Pobladores

37. Restaurant Depot

38. Salesian

39. Seeds of Change

40. Southwestern Herpetologists

Society

41. Stray Cat Alliance

42. South Central Farms

43. South Gate Middle School

44. TreePeople

45. Proyecto Jardin

Businesses

1. Davis Blue Print

2. Digicolor Printing

3. Accelerate Bail Bonds

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Olvera Street’s

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.

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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 city’s 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.

9

SUCCESSES MADE

THROUGH OLVERA

STREET

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.

Eva Longoria

La Marisoul and La Santa Cecelia

Latin Grammy!

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!

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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.

12

MARDI GRAS CHILDREN'S WORKSHOPS - “Fat Tuesday” February Olvera Street style Children’s Carnival with singing and dancing, a festive parade, crowning of “Little King and Queen,” piñata and mask making workshops.

13

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.

14

15

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.

16

Historic Olvera Street Photos from 1930 to 2012

16

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.

17

DIA DE LOS MUERTOS – Mid October through November

Children’s 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.

18

19

20

VIRGEN DE GUADALUPE CELEBRATION - December Celebrating the Virgen de Guadalupe’s 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.

21

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 Politi’s historic Olvera Street character Pedro livens the event. Complimentary Champurrado & Pan Dulce, as well as a children’s piñata breaking each evening.

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Financial Report 2010-2011 2010-2011 Traditional Events Budget

Olvera Street Merchants Association Foundation

Funded by El Pueblo de Los Angeles Historical Monument

And Individual Donors

EVENT Dia de Los

Muertos

Dia de

Guadalupe

Las

Posadas

Los Tres

Reyes

Dia de

Candelaria

Mardi

Gras

Olvera

Anniversary

Blessing of

the Animals

Flower

Day

TOTAL

EVENTS

Entertainment $8,150.00 $1,800.00 $7,200.00 $400.00 $1,100.00 $1,400.00 $1,950.00 $5,825.00 $5,900.00 $33,725.00

Supplies $2,292.62 $177.00 $1,109.20 $49.94 $0.00 $400.34 $98.24 $3,578.81 $842.00 $8,548.15

Food $1,819.00 $0.00 $1,133.00 $250.00 $99.00 $0.00 $0.00 $1,427.00 $0.00 $4,728.00

TOTAL $12,261.62 $1,977.00 $9,442.20 $699.94 $1,199.00 $1,800.34 $2,048.24 $10,830.81 $6,742.00 $47,001.15

IN-KIND

DONATIONS Dia de Los

Muertos

Dia de

Guadalupe

Las

Posadas

Los Tres

Reyes

Dia de

Candelaria

Mardi

Gras

Olvera

Anniversary

Blessing of

the Animals

Flower

Day

TOTAL

IN-KIND

Time

($15/hr) $6,030.00 $720.00 $4,320.00 $240.00 $240.00 $540.00 $240.00 $960.00 $360.00 $13,650.00

Items $0.00 $0.00 $0.00 $72.00 $255.00 $0.00 $300.00 $200.00 $0.00 $827.00

TOTAL $6,030.00 $720.00 $4,320.00 $312.00 $495.00 $540.00 $540.00 $1,160.00 $360.00 $14,477.00

BUDGET OVERVIEW

EVENT EXPENDITURES $47,001.15

IN-KIND DONATIONS $14,477.00

OTHER PURCHASES $2,997.92

TOTAL BUDGET $64,476.07

MAJOR FUNDER

El Pueblo Historical Monument $50,000.00

(Reimbursement)

23

$37,143.00

$5,675.40

$7,176.97

Entertainment

Supplies/Décor

Food

TOTAL EVENT EXPENDITURES

Financial Report 2011-2012 2010-2011 Traditional Events Budget

Olvera Street Merchants Association Foundation

Funded by El Pueblo de Los Angeles Historical Monument

And Individual Donors

EVENT

Dia de Los

Muertos

Dia de

Guadalupe

Las

Posadas

Los Tres

Reyes

Dia de

Candelaria

Mardi

Gras

Olvera

Anniversary

Blessing of

the Animals

Flower

Day

Entertainment $9,150.00 $4,500.00 $9,050.00 $500.00 $1,100.00 $1,293.00 $2,700.00 $6,050.00 $2,800.00

Supplies/Décor $2,822.61 $60.00 $849.00 $0.00 $26.80 $192.00 $312.00 $300.15 $1,112.84

Food $1,992.50 $0.00 $1,844.00 $364.00 $314.50 $0.00 $0.00 $2,661.97 $0.00

TOTAL $13,965.11 $4,560.00 $11,743.00 $864.00 $1,441.30 $1,485.00 $3,012.00 $9,012.12 $3,912.84

EVENT

Dia de Los

Muertos

Dia de

Guadalupe

Las

Posadas

Los Tres

Reyes

Dia de

Candelaria

Mardi

Gras

Olvera

Anniversary

Blessing of

the Animals

Flower

Day

Donated Time

($15/hr) $6,150.00 $750.00 $4,320.00 $255.00 $270.00 $540.00 $225.00 $1,020.00 $375.00

Donated Items $0.00 $0.00 $0.00 $85.55 $255.00 $0.00 $300.00 $200.00 $0.00

TOTAL $6,150.00 $750.00 $4,320.00 $340.55 $525.00 $540.00 $525.00 $1,220.00 $375.00

24

$49,995.37

$14,745.55

$4.63

Event Expenditures

In-Kind Donations

Other Purchases

TOTAL BUDGET

BUDGET OVERVIEW

EVENT EXPENDITURES $49,995.37

IN-KIND DONATIONS $14,745.55

OTHER PURCHASES $4.63

TOTAL BUDGET $64,745.55

MAJOR FUNDER

El Pueblo Historical Monument $50,000.00

(Reimbursement)

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 Despertó Art Escalante

Abelardo de la Peña 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

25

Editor of Annual Report: Elizabeth Venable, MA, MPA

Gracia

Gracias

*

Olvera Street

Merchants

Association

Foundation

2010-2012