osmaf olvera street merchants annual report 2012
DESCRIPTION
Olvera Street Merchants Association Foundation 2010-2012 Annual Report. Showing free cultural events and educational programs for the youth of Los Angeles. Olvera Street Merchants are a Cultural Resource and have been hosting events since 1930.TRANSCRIPT
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.
2
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: [email protected]
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.
6
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
7
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.
8
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!
10
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
11
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.
22
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