OSMAF Olvera Street Merchants Annual Report 2010-2012

7/23/2019 OSMAF Olvera Street Merchants Annual Report 2010-2012

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Olvera Street

MerchantsAssociationFoundation

80th

-82nd

Anniversary EditionAnnual Report 2010-2012

Edicin de Aniversario de 80-82

Informe Annual 2010-2012


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NOTE FROM PRESIDENTAs we Merchants look back on our 82nd year here in thebirthplace of Los Angeles, we remember with joy and pride thecelebrations that honor our history and culture.

As our founding families came together with Mrs. ChristineSterling during the Great Depression in 1930, so we continue topreserve Olvera Street and present many cultural and traditionalevents. These include Dia de los Muertos, Las Posadas, andBlessing of the Animals, which are a quintessential part of thespirit and development of Los Angeles.

Our goal is to protect these events through inclusion in the CityCharter. Our cherished cultural events are in full swing becauseof support from the City and the community. With yourcontinued support we will be successful in legally protectingthese events as a City Cultural and Historical Resource, just aswe, the Olvera Street Merchants, are designated as a CulturalResource.

Sincerely,

Mike MariscalPresident of the Board of DirectorsOlvera Street Merchants Association Foundation

NOTA DEL PRESIDENTE

Nosotros, como comerciantes de la Calle Olvera, volvemos

nuestros ojos al pasado, para recordar con satisfaccion y orgulloestos 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 estelugar un valuarte de nuestra cultura , tambien nosotroscontinuamos haciendolo, a traves de la preservacion de eventostradicionales historicos y culturales: Dia de los Muertos,LasPosadas, Bendicion de los Animales y muchos mas que ya sonparte del espiritu y desarollo de Los Angeles.

Nuestro objetivo es proteger estos tradicionales eventos a travesde la legislacion de la Ciudad. Con vuestro apoyo podremosexitosamente lograr protegerlos legalmente , siendo ya que loscomerciantes de la Calle Olvera han sido reconocidos como unrecurso cultrural.

Atentamente,

Mike Mariscal

Presidente de la Junta de DirectoresFundacin de Asociacin de Comerciantes de Olvera Street

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Mission Statement

Our mission is to celebrate,promote and preserve anunderstanding and an

appreciation of the historicalsignificance that Olvera Street, inEl Pueblo Historical Monument,has played in the formation ofour diverse city through a widerange of year roundprogramming of activities andtraditional events that will servethe greater community as well as

international visitors.


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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 Tr easur er

Martha Vasquez

Christina Mariscal Pasten

Adriana Aguirre-Robertson

JUNTA DE DIRECTORES


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2010-2012 EVENTS AND PROGRAMS

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

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

MARDI GRAS CHILDREN'S WORKSHOPS- Fat Tuesday FebruaryOlvera 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 SundayThis 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 FESTIVALand OLVERA STREET MERCHANTS 80TH ANNIVERSARY - AprilOur 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) JuneThe 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 NovemberChildrens 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- DecemberCelebrating 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 tothe 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- DecemberThis 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
http://www.calleolvera.com/events/threekingshttp://www.calleolvera.com/events/threekingshttp://www.calleolvera.com/events/candelariahttp://www.calleolvera.com/events/candelariahttp://www.calleolvera.com/events/mardigrashttp://www.calleolvera.com/events/mardigrashttp://www.calleolvera.com/events/animalblessinghttp://www.calleolvera.com/events/animalblessinghttp://www.calleolvera.com/eventshttp://www.calleolvera.com/eventshttp://www.calleolvera.com/events/diamuertoshttp://www.calleolvera.com/events/diamuertoshttp://www.calleolvera.com/eventshttp://www.calleolvera.com/eventshttp://www.calleolvera.com/events/posadashttp://www.calleolvera.com/events/posadashttp://www.calleolvera.com/events/posadashttp://www.calleolvera.com/eventshttp://www.calleolvera.com/events/diamuertoshttp://www.calleolvera.com/eventshttp://www.calleolvera.com/events/animalblessinghttp://www.calleolvera.com/events/mardigrashttp://www.calleolvera.com/events/candelariahttp://www.calleolvera.com/events/threekings


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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 FoundationW-10 Olvera StreetLos Angeles, CA 90012

Contact us at: [email protected]://www.facebook.com/pages/Olvera-Street/122321044457734

All donations are tax deductible.

OSMAF is a 501c3 nonprofit.

Our tax identification number is 20-2021614.
http://www.calleolvera.com/http://www.calleolvera.com/mailto:[email protected]:[email protected]://www.calleolvera.com/


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2011-2012 Organizational PartnersOlvera 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 Bay11. Hey Tanks L A

12. Jovenes Inc

13. Cabrillo Museum

14. LACBC Los Angeles Bicycle

Coalition

15. La Causa

16. Los Angeles Community College17. 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 TreesLos Angeles27. Mothers of East Los Angeles28. 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 Depot38. 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 Streets

Educational ProgramsAlong 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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vera Street Merchants hold educational workshops for local school children that compleme

r yearly celebrations. For example, the Merchants hold 3 weeks of workshops concurrent w

a de los Muertos, accommodating 200 children per day, for a total of 5000+ children in

orkshops, as well as 2000+ in unscheduled school tours. Dia de los Muertos attracts up to

,000+ people on its two largest nights, but the full extent of its reach into the community isuch broader than the ceremonies. The Nuestra Tierra (Our Earth) Festival was designed to

ildren exposure to eco-indigenous philosophies and ways of conserving and understanding

tural environment. For urban children, who may not experience wild lands often, we offer

ays of thinking both within and beyond the citys environments. Blessing of the Animals

tracts up to 20,000 community members, and offers exposure to nature and animals, as wel

e ceremony. Our Mardi Gras events host 600 children in multi-cultural African-American

orkshops and up to 1000 children in the daytime parade. For traditional cultural events suc

s Posadas, we host up to 4000+ people, as well as 2000+ people at Los Tres Reyes, Fiesta de la

ndelaria, and Virgen de la Guadalupe. Events like Leo Politi Centennial and Fiesta de las Flo

tract 1000+ people. We are proud of the educational impact of our programs for youth.


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SUCCESSES MADE

THROUGH OLVERASTREET

In 2011, a photo

(right) of Eva

Longoria was

snapped to show

her support of

Olvera Street. Eva

Longoria grew upperforming 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 ashop 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 theirachievements and are very

roud of them!

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LONG-TERM GOALS

1. Establish youth educational and cultural after schoolprograms 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 TeachersSalary 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 REYESJanuaryA 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- FebruaryTraditional blessing of elaborately dressed dolls in the culmination of the Christmas

season.

1
http://www.calleolvera.com/events/threekingshttp://www.calleolvera.com/events/threekingshttp://www.calleolvera.com/events/candelariahttp://www.calleolvera.com/events/candelariahttp://www.calleolvera.com/events/candelariahttp://www.calleolvera.com/events/threekings


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MARDI GRAS CHILDREN'S WORKSHOPS- Fat Tuesday FebruaryOlvera Street style Childrens Carnival with singing and dancing, a festive parade, crowning

of Little King and Queen, piata and mask making workshops.

1
http://www.calleolvera.com/events/mardigrashttp://www.calleolvera.com/events/mardigrashttp://www.calleolvera.com/events/mardigras


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BLESSING OF THE ANIMALS April - Saturday before Easter SundayThis centuries-old tradition of blessing the animals, for the benefits they provide mankind,

has been celebrated in the Plaza since 1930. All pets welcome.

1
http://www.calleolvera.com/events/animalblessinghttp://www.calleolvera.com/events/animalblessinghttp://www.calleolvera.com/events/animalblessing


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NUESTRA TIERRA FESTIVAL - AprilAND OLVERA STREET MERCHANTS ANNIVERSARY - AprilOur Nuestra Tierra Festival pairs us with

environmental nonprofits as well as performers to

educate the community about sustainableenvironmental 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.

1


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Historic Olvera Street Photos from 1930 to 2012

1


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FIESTA DE LAS FLORES - JuneThe 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 NovemberChildrens 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.

1
http://www.calleolvera.com/events/diamuertoshttp://www.calleolvera.com/events/diamuertoshttp://www.calleolvera.com/events/diamuertos


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VIRGEN DE GUADALUPE CELEBRATION- DecemberCelebrating 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.

2
http://www.calleolvera.com/eventshttp://www.calleolvera.com/eventshttp://www.calleolvera.com/events


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LAS POSADAS- DecemberThis 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.

2
http://www.calleolvera.com/events/posadashttp://www.calleolvera.com/events/posadashttp://www.calleolvera.com/events/posadas


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Financial Report 2010-20112010-2011 Traditional Events Budget

Olvera Street Merchants Association Foundation

Funded by El Pueblo de Los Angeles Historical Monument

And Individual Donors

EVENTDia de Los

Muertos

Dia de

Guadalupe

Las

Posadas

Los Tres

Reyes

Dia de

Candelaria

Mardi

Gras

Olvera

Anniversary

Blessing of

the Animals

Fl

D

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,

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

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

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,

IN-KIND

DONATIONSDia de Los

Muertos

Dia de

Guadalupe

Las

Posadas

Los Tres

Reyes

Dia de

Candelaria

Mardi

Gras

Olvera

Anniversary

Blessing of

the Animals

Fl

D

Time($15/hr)

$6,030.00 $720.00 $4,320.00 $240.00 $240.00 $540.00 $240.00 $960.00 $

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

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

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)

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$37,143.00

$5,675.40

$7,176.97

Entertainment

Supplies/Dcor

Food

TOTAL EVENT EXPENDITURES

Financial Report 2011-20122010-2011 Traditional Events Budget

Olvera Street Merchants Association Foundation

Funded by El Pueblo de Los Angeles Historical Monument

And Individual Donors

VENT

Dia de Los

Muertos

Dia de

Guadalupe

Las

Posadas

Los Tres

Reyes

Dia de

Candelaria

Mardi

Gras

Olvera

Anniversary

Blessing of

the Animals

F

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

pplies/Dcor $2,822.61 $60.00 $849.00 $0.00 $26.80 $192.00 $312.00 $300.15 $1,

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

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

VENT

Dia de Los

Muertos

Dia de

Guadalupe

Las

Posadas

Los Tres

Reyes

Dia de

Candelaria

Mardi

Gras

Olvera

Anniversary

Blessing of

the Animals

F

nated Time5/hr) $6,150.00 $750.00 $4,320.00 $255.00 $270.00 $540.00 $225.00 $1,020.00 $

nated Items $0.00 $0.00 $0.00 $85.55 $255.00 $0.00 $300.00 $200.00

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

2

$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 $50,000.0

(Reimbursement)


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Photographer Credits:

Oscar Castillo Collection

Esteban Coronado Collection

Ana Hall Collection

Mexico Azteca Collection

Paul Politi CollectionConnie 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 PaezSylvia 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, JesseniaPineda, age 14, and Yoali Sayago, age 17

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Editor of Annual Report: Elizabeth Venable, MA


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GraciaGracias

*

Olvera StreeMerchantsAssociationFoundation2010-2012

OSMAF Olvera Street Merchants Annual Report 2010-2012

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