The Birthplace of Los Angeles Needs Your Help

Before the skyline… before Hollywood… before the freeways… there was Olvera Street.

Located at the birthplace of Los Angeles, Olvera Street has been a living cultural marketplace for generations for over 95 years. Families from Mexico and beyond built businesses here that celebrate food, crafts, music, and traditions that define the roots of our city.

For decades, millions of visitors from around the world have walked this historic street, experiencing the heart of Los Angeles through the merchants who have kept its culture alive.

Many of these businesses are multi-generational family operations that have served the community for over half a century. But today, the future of Olvera Street is at risk.

The Crisis Facing the Merchants:

Like many small businesses, Olvera Street merchants were hit hard by the COVID-19 pandemic. Tourism disappeared almost overnight, and foot traffic dropped dramatically and staging of recent protests shuts us down. Even years later, downtown Los Angeles has not fully recovered.

Many legacy merchants have struggled just to keep their doors open. Some have only been able to make partial rent payments while trying to survive, leading to accumulated rent obligations that now threaten their ability to remain on Olvera Street.

Despite these challenges, these legacy merchants have continued to show up every day—serving food, selling handmade goods, and preserving traditions that make this place special. Without help, several of these historic businesses could be forced to close.

What We Stand to Lose:

Olvera Street is more than a tourist destination. It is:

• The birthplace of Los Angeles

• A symbol of the city’s Mexican roots and immigrant history

• A gathering place for culture, music, food, and celebration. Events like Día de los Muertos, Las Posadas, and the Blessing of the Animals bring the community together and keep these traditions alive.

If these legacy merchants disappear, Olvera Street risks becoming an empty historic site instead of the vibrant cultural marketplace it has been for generations.

Los Angeles cares about Olvera Street.

We’ve seen an outpouring of support from the community by people showing up, spreading the word, and reminding us why this place matters. But while that support has given us hope, the reality is that many of the challenges still remain.Today, like many of the multi-generational merchants, we are fighting to keep that legacy alive not just for our family, but for the generations of families who have made Olvera Street what it is today.

How Your Donation Will Help:

Funds raised through this campaign will help:

• Assist Olvera Street merchants in covering outstanding rent obligations

• Stabilize small businesses struggling to recover from years of economic hardship

• Preserve family-owned legacy businesses that are part of Los Angeles history

• Ensure Olvera Street remains a living cultural marketplace

Our goal is not just survival—it is preservation of a historic community.

Why This Matters Now:

Los Angeles will soon welcome the world for major events like the 2026 World Cup and the 2028 Olympics.

Visitors will come looking for the authentic story of our city.

Olvera Street is where that story begins.

With your help, we can make sure it continues.

How You Can Help:

1. Donate if you can

2. Please share this campaign

3. Visit Olvera Street and support the merchants

Every contribution—large or small—helps protect the cultural heart of Los Angeles.

Thank You! Gracias!

Olvera Street was built by immigrants, sustained by families, and loved by generations of Angelenos.

Together, we can ensure it remains a place where history is not just preserved—but lived