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Fiesta Broadway Moves North

By Ed Fuentes
Published: Tuesday, March 09, 2010, at 11:41AM
IMGP1209 Ed Fuentes

Visitors walk down Fiesta Broadway's main Broadway corridor during the 2009 event.

While the 21st Fiesta Broadway may still pull in 500,000 “Latino customers” to the streets of Downtown, the 2010 event will have a far different footprint than it has in years past.

A short move to the north will concentrate the April 25 event on the northern blocks of the Broadway corridor and the Civic Center, limiting its southern reach to 4th street but expanding it to Spring and Main around City Hall and the new LAPD headquarters.

While festival organizer All Access Entertainment did not respond to multiple blogdowntown requests for comment, multiple factors may have led to the change.

The current economic climate has undoubtably made sponsorships harder to find. MTV, which had sponsored one of the festival's stages in past years, is not believed to be a participant in the 2010 event. The new festival footprint using Broadway from Temple to 4th and Spring and Main from Temple to 2nd contracts the event from its previously advertised 24 or 31 blocks -- depending on which part of the event website one looked at -- to roughly 18.

The squarer bounds should have less of an impact on traffic, and with less street closure points, the charge for traffic officers will be reduced. The city has subsidized a portion of the event fees in previous years, but new special event rules mean that the festival would need to cover its entire cost. In 2009, $180,586 in fees were waived, with similar amounts covered by the city in 2007 and 2008.

Councilwoman Jan Perry has been urging the event to change its boundaries for the last two years. "It’s more positive all the way around," said Perry this week. "Particularly for those who own businesses who were heavily impacted."

Councilman Jose Huizar's office has been billed as a primary supporter of the event in past years, but the changed location places the majority of the event outside his district. Huizar represents Broadway, but his district is bounded on the north by 2nd street.

Those looking for more information won't find much on the Fiesta Broadway website, which features a jumble of information from past years.

All-Access Entertainment also run Fiesta Patrias at El Pueblo, the City of L.A.'s official “El Grito” at City Hall, and the annual Latin Grammy Street Party at Olvera Street.

Unofficial Map

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