50

La Vista 2017

these locations were planned to accommodate the newly found interest in automo-
bile travel. Similar to the planned construction of the missions during the Spanish
era, the concept behind the inns was to situate them in close enough proximity that
travelers could reach a new one in a single day’s drive of 150-200 miles. At the San
Luis Obispo location, a longstanding local legend held that the sign painter coined
the term “motel” after he ran out of space when painting the words “Motor Hotel”.
However, prior to the construction of that legendary sign or any groundbreaking,
the Los Angeles Times reports the use of the coined word in the article, “‘Motels’
is the Name for the New Caravansary System”20 Still, it was not until 1950 that
the term motel was added to dictionaries. The Motel Inn was constructed with
motor vehicles in mind, centered around a courtyard with freestanding bunglows.
Motorists could drive directly to individual garages adjacent to their bungalows.
Amenities included laundry facilities and mechanics onsite to assist with vehicle
repairs. Unfortunetly, the Motel Inn was the only prototype built by Milestone
Interstate Corporation.
Countless businesses and homes were situated on the Cuesta Grade
throughout its inception and into modern times. Waylay stations, houses of
ill-repute, even a chinchilla farm—most are gone now with only traces left of their
existence. The road continues, however, to connect thousands of travelers each day
between the South and North Counties. To compile a complete directory of the
people and places who lived and were situated upon the grade would be an
immense task. But research will continue in order to expand upon the vast
community that once existed there. ¶
¡Viva La Fiesta de San Luis Obispo!
Matthew D. Herrera
Figure 1. Reverand Father Daniel J.
Keenan, the Founder of La Fiesta de las
Flores and pastor of Old Mission San
Luis Obispo from 1925 to 1929. Old
Mission Museum.
Perhaps even more significantly, Father Keenan was also charged with
breathing new life into a large but rather stagnant Old Mission Parish. His partial
Father Daniel J. Keenan arrived in San Luis Obispo in
February 1925 to find a community quite similar to his native
San Juan Capistrano, California.1, 2 As the Superintendent of
Education for the Diocese of Monterey-Fresno and the newly
appointed thirty-seventh pastor of Old Mission San Luis
Obispo, the thirty-four-year-old priest was met with great
hope and expectations.3
One of Father Keenan’s main focuses in San Luis Obispo
was building a new combined Catholic grammar and secondary
school facility with a separate gymnasium—    part of a
$1,000,000 diocesan school building project4    —    as well as the
Old Mission Cemetery’s first mausoleum.5 He was also given
the responsibility of securing most of the required funds for the
projects. Even with assistance from Catholic benefactors,
additional money needed to be raised to pay the combined
cost of $111,710.6, 7

20. James Warnack, "Hostelry Chain For Motorists," Los Angeles Times, January 18, 1925, pg. B7.
1. “Former Mission Pastor Dies,” San Luis Obispo Telegram-Tribune, May 24, 1968.
2. “Msgr. Keenan Requiem Held,” Central California Register, May 30, 1968.
3. Fr. Zephyrin Engelhardt, OFM, Mission San Luis Obispo in the Valley of the Bears (Santa Barbara:
W.T. Genns, 1933), 201-204.
4. “New Parochial School Beautiful Building,” San Luis Obispo Daily Telegram, August 2, 1926.
5. “Old Mission Damaged by Fire,” San Luis Obispo Daily Telegram, March 30, 1920. La Fiesta de
las Flores was not created in order to help pay for the damage to the Old Mission caused by the roof fire
of March 27, 1920, as reported by some sources. The Old Mission was insured for $5,000 ($60,000 in
today's dollars), and repairs due to the fire were completed within weeks.
6. “New Catholic School Plans Are Accepted,” San Luis Obispo Daily Telegram, November 3, 1925.
The aggregate cost of the new school, gym, and mausoleum was $111,710. The school itself cost $93,988.
7. “New Gym for Mission Boys,” San Luis Obispo Daily Telegram, November 18, 1927. Old Mission
School’s new gym cost $3,500. This gym was located at the corner of Palm and Chorro Streets. A barn-
like structure, it stood from 1927 to 1951 when the land was repurposed for a new Mission rectory.
52 La Vista 2017 La Vista 2017 53

solution to both challenges was the creation of La Fiesta de las Flores, or The
Festival of Flowers — known locally as simply “La Fiesta.” This annual event
celebrated the beauty of May’s blooming flowers, plus more significantly, San Luis
Obispo’s founding Spanish heritage and the seminal role played by Mission San
Luis Obispo de Tolosa in forming the city that now bears its name.
La Fiesta also came about for
a number of practical reasons.
El Camino Real, the 600 mile
road (now part of US Route 101)
originally created to link the
21 Alta California Missions had
been greatly improved making
travel much easier, safer, and faster.
Visiting the twenty-one California
Missions was aggressively
promoted by the Automobile Club
of Southern California as Henry
Figure 2. Old Mission Garden circa 1900. The Padre's Kitchen can be
seen in the right foreground. The area to its left (now covered by a garage, Ford’s Model T made millions
oratory and offices) is where the first La Fiesta de las Flores was
of Americans far more mobile.
celebrated. Note the three story Immaculate Heart Academy structure
located where Mission College Preparatory is today. History Center. Eastman Kodak and others had
placed photography into the hands
of the average person by the 1880s, and the California Missions were popular
subjects for amateur photographers. Finally, the citizens of San Luis Obispo were
no doubt aware of the successful festivities enjoyed by their neighbors to the south
in Santa Barbara, who launched their Old Spanish Days Parade almost a year
earlier on August 13, 1924.
Those who read the front page of the San Luis Obispo Daily Telegram on
Tuesday May 5, 1925, just prior to the first La Fiesta must have wondered what
to expect:
NEW FEATURE FOR FIESTA IS BEING PLANNED
SIDE SHOW, MOTION PICTURES, FISTIC CONTESTS
WILL BE ADDED TO CARNIVAL PERIOD
Of interest to the large crowds who are planning to attend the Fiesta
de las Flores to open here Friday night and continue through Sunday,
are several features which have been arranged by Benny Fitzpatrick,
who has procured an attraction in the way of a side show never before
seen in San Luis Obispo, he states, and not likely to be seen here
soon again.
REAL CURIOSITIES
Besides the usual freaks exhibited at the show he promises to have on
exhibition a genuine six-foot horse and moving pictures he feels safe
to say will never have an opportunity to see again in this city. Of
particular interest to lovers of fistiana [boxing] there is promised
several exhibitions involving boxing gloves providing due permissions
are secured, and which Fiesta officials have been assured will not
be lacking.
Far more than their money’s worth is promised all who attend the
“Sloop” side show to be the feature attraction, which will start at 8
o’clock Saturday night.
Final plans of the Fiesta will be discussed at a meeting of committee
chairmen tonight at the rectory at 8 o’clock.
One cannot help but wonder what transpired at that meeting because there is
no further mention of freak shows and boxing matches in following editions of the
Daily Telegram. Either Father Keenan failed to grant the required permissions or
perhaps Mr. Fitzpatrick was an effective promoter who didn’t shy away from the use
of hyperbole.
The first La Fiesta began as a humble parish celebration with one obvious
exception — the huge number of people who took part in the festivities from the
very beginning. The first evening comprised a simple meal and talent show, followed
by a dance and carnival midway attractions. The front page of the Friday May 8,
1925, edition of the San Luis Obispo Daily Telegram paints a vivid image of La
Fiesta’s first evening of events:
MISSION FLOWER FETE WILL OPEN TONIGHT
SPANISH-AMERICAN SUPPER WILL BE FIRST EVENT PRESENTED
AS OPENING OF THREE DAYS FESTIVAL OF OLDEN TIMES
CUSTOMS TO RAISE FUND [sic]
Final decoration [sic] are in place in preparation for the Fiesta de la
Flores to open tonight in the gardens of the old Mission on Monterey
street. At noon today everything was in readiness for this event, the
first to be held in the Mission grounds in years. Electricians have been
busy for two days stringing wires and placing floodlights on poles and
buildings. The Carpenters have completed the large open air dance
floor and the erection of the various booths.
Mrs. Ed. Martin who has charge of the Mexican and Spanish village
will serve a tamale and enchilada dinner commencing this evening at
5:30 and many are expected to partake, as her dinners are famous in
San Luis Obispo. Enchiladas or tamales which [sic] Spanish beans
and coffe [sic] will be served at 50c per plate.
ANCIENT COSTUMES
The program under the direction of Mrs. Frank Throop will start at
eight o’clock and will be held on the open air dance platform. Mrs.
54 La Vista 2017
Throop and her cast have been working for six weeks and promise a
delightful little entertainment. Of special interest are the costumes to
be worn, some of them being over one hundred years old. One shawl
in particular is said to be near two hundred years old and is very highly
prized by the family who now have it.
Following the meal and talent show, one could choose to take part in the
different games of chance and refreshments offered at the various carnival booths or
they could attend the Cascarone Ball held on the outdoor dance floor with live
music provided by the popular Bob Beckner and his orchestra from Paso Robles.
Music would remain an important part of La Fiesta. In 1935 the Lionel Hampton
Orchestra would grace La Fiesta with their musical talent.8
The history of the Cascarone Ball9 is fascinating. It takes its name from the
Spanish word for eggshell — cascarón. When La Fiesta began in 1925, Catholics
did not consume meat on Fridays — protein sources such as fish or eggs took (and
still take for some) the place of meat on this day of abstinence each week.10 Many
would endure the entire Lenten season prior to Easter without consuming any meat
at all. Many would also often refrain
from temporal delights like drinking
and dancing. Once they had endured
Lent and piously celebrated Easter,
they were truly ready to let loose and
party prior to the coming of Pentecost.
Cascarones are made by removing
the contents of an egg through a small
opening in the shell. The intact
eggshells are washed, allowed to dry,
often colorfully decorated, and then
partially filled with confetti. The
Figure 3 and 4. Young "Cholly" Louis models his custom tailored cascarone is completed by gluing light
charro suit alongside his family's famous store during La Fiesta in
the 1930s. History Center. tissue paper over its opening, sealing
the confetti inside the eggshell.
During a Cascarone Ball, Bailes de Los Cascarones (Dances of the Eggshells) are
initiated by festively breaking a cascarone over the head of someone you wish to
8. “Fiesta de las Flores Official Program,” 1935.
9. “History of the Baile de Los Cascarones,” Carla Aragón’s Blog, accessed April 26, 2016,
https://carlaspirit.wordpress.com/baile-de-los-cascarones-info.
10. “Fast & Abstinence,” United States Conference of Catholic Bishops, 2016, http://www.usccb.
org/prayer-and-worship/liturgical-year/lent/catholic-information-on-lenten-fast-and-abstinence.cfm,
accessed on June 7, 2016. Abstinence from meat on all Fridays is still in force. What has changed is that
members of the faithful may now substitute other forms of penance.
La Vista 2017 55
dance with, spilling the confetti onto their hair. Those
with the most confetti in their hair at the end of the
evening are judged to be the most popular dance partners
of the ball.
Throughout its history, cascarones remained a
cherished feature of La Fiesta. They were produced and
sold by Old Mission students (and their parents) to raise
funds for their school. Prowling the Fiesta grounds in
search of a target was a game for many. The crushing of a
cascarone atop someone’s head (softly, moderately, or
violently, depending on the target) followed by the shout
“¡Viva La Fiesta!” became a cherished greeting of good
fellowship for all.
Figure 5. La Fiesta de las Flores' first queen,
Miss Eva Andre in 1925.
La Fiesta’s first evening was a resounding success
Andre Family. with a large number of people taking part in the
celebration. The second day of the proto La Fiesta
brought new activities and still larger crowds. The fiesta
grounds at the Old Mission opened in the early afternoon
as visitors were invited to view the different historical
displays at the Old Mission. The Young Ladies’ Sodality
was on hand to greet attendees and serve refreshments. At
5:30 p.m. a traditional tamale supper began, once again
under the direction of Mrs. Ed Martin.
Saturday evening also featured a talent show. There
were dance numbers such as “Baile La Paloma” by
Señorita Venema and “La Cachucha” by Señor Lopez,
along with musical offerings such as the vocal solo Cielito
Lindo by Señora Satrang and a piano solo by Señor Hull.11
Following the show, many went to test their luck at the
Figure 6. First Fiesta Queen Eva Andre various gaming tables offered along the midway. Others
(center) with princesses Anita Soto (left) and chose to take part in the main event of the evening, the
Clara Marzorini. History Center.
costume ball.
The long-anticipated Spanish Costume Ball began at 9:30 p.m. on the outdoor
dance floor. Attendees were encouraged to wear traditional Spanish or Mexican
regalia. Some of the garb on display such as Rose Dallidet’s cherished Spanish dress
or Ramona Sanford’s exquisite antique shawl, which was more than a hundred years
11. “Fiesta Opening, Brilliant Affair,” San Luis Obispo Daily Telegram, May 9, 1925.
56 La Vista 2017
old, were important local artifacts.12 Like the previous night, this was a Cascarone
Ball that included the smashing of confetti-filled eggs.
La Fiesta’s first queen, Eva Andre, was crowned at the beginning of the ball
and, along with her attendants, led the procession to the dance floor. The La Fiesta
Queen was chosen based on the number of tickets each contestant sold supporting
their candidacy. While the queen’s coronation became less ornate
over the years, the tradition of selecting a La Fiesta Queen would
remain a part of almost all future La Fiesta celebrations.
The closest thing La Fiesta ever had to a king was the winner
of the Whiskerino contest, which began the following year
in 1926 and was first won by bank teller Leroy H. Dart.13 The
winner was the man who grew the longest and fullest beard in the
month leading up to La Fiesta. Contestants of Portuguese and
Swiss-Italian lineage seemed to be the most consistent winners of
the Whiskerino. In later years, the contest added new categories
including blackest beard, reddest beard, whitest beard, longest beard,
Figure 7. Cascarones. ugliest beard, fullest beard, and of course the best all-around beard.14
Wikimedia. Sunday was the third and final day of the inaugural La Fiesta.
Plans called for the outdoor celebration of Holy Mass, followed by
a beef barbecue prepared by Joe Ghigliotti and J.J. Andre, and a solemn closing
benediction.15 It began to rain just before the start of the Mass, so the celebration
was moved to the church, which was packed beyond capacity with attendees.
Due to the rain, the barbecue was relocated to the parish hall. The amount of
meat procured for this event (not all of it could be cooked because the rain
extinguished some of the barbecue fires) gives the best idea of just how many
people were expected to attend. In the days leading up to La Fiesta this short article
ran in the San Luis Obispo Daily Telegram:
EIGHT BEEVES TO BE KILLED FOR BARBECUE
First of the donations of meat for the barbecue to be held Sunday on
the last day of the Fiesta de Las Flores, was placed on ice today, and
was the contribution of the L. Marre Ranch owners at Port San Luis.
Eight beeves have been promised for the barbecue, and are the
donations of the following: The O’Connor Estate, A. Burgh, J.B.
Berkemeyer, L. Marre, San Luis Market, Union Feed Co., Sinsheimer
12. “Store Windows Carry Out Idea of Fiesta Days,” San Luis Obispo Daily Telegram, May 9, 1925.
13. “Her Majesty Now Reigns Over Fiesta,” San Luis Obispo Daily Telegram, May 15, 1926.
14. “Whiskerino 1990: The Best Excuse You Will Ever Have Not to Shave!” La Fiesta de San Luis
Obispo press packet leaflet, 1990.
15. “Fiesta Closes with Success Despite Rain,” San Luis Obispo Daily Telegram, May 11, 1925.
La Vista 2017 57
Bros., M.M. Silva, D. Machado. Monetary donations to further assist
in the feast preparations on Sunday have been made by local banks
and others.
J.J. Andre and D. Muzio are included on the committee in charge of
arrangements for the great barbecue, at which it is expected hundreds
will gather. 16
Barbecue was taken so seriously in San Luis Obispo in 1925 that the following
clarifier was deemed necessary and ran three days later in the San Luis Obispo
Daily Telegram:
FRIENDS DONATE MORE BARBECUE BEEF
Berkemeyer and Son gave a half beef instead of a quarter for the
Fiesta barbecue, it was found when the committee checked up. And
another party giving a whole beef was Miossi brothers. Cash has also
been donated by other friends sufficient in all to purchase 3000 [sic]
pounds more beef.17
In the end, the San Luis Obispo Daily Telegram reported on May 9, 1925: “Eight
beeves have been killed and are in cold storage awaiting the call of the barbecue pit.”
It is notable that “eight beeves” equates to approximately 4,700 pounds of boneless
trimmed beef — enough to feed about 11,000 guests.18 It is also interesting to note
that in 1920 the population of San Luis Obispo County was only 21,893.19 This
quantity of “eight beeves” would continue for several more La Fiesta barbecues.
Years later chicken replaced beef, and more than 4,000 chicken halves were
barbecued each year — still a remarkable number by any measure.20
These large “full steer” barbecues descended from those held locally during the
Mission Period. They were forerunners to the San Luis Style Barbecue—a much
older and superior barbecue than the vaunted Santa Maria Style Barbecue of today.
San Luis Style Barbecues typically consisted of beef short ribs, top sirloin or prime
rib, Swiss Sausage or Linguica, spicy chili beans made from King City Pinks, fresh
salsa, homemade tortillas, and later garlic bread made using San Francisco’s Budin
or Parisian sourdough. Old Mission San Luis Obispo’s current La Mesa de Los
Padres was one example of this older tradition of barbecue.
The final activity for the first La Fiesta was a solemn benediction in the Old
Mission Church after the barbecue. It was an impressive ceremony conducted by
16. “Eight Beeves to be Killed for Barbecue,” San Luis Obispo Daily Telegram, May 5, 1925.
17. “Friends Donate More Barbecue Beef,” San Luis Obispo Daily Telegram, May 8, 1925.
18. Nold, Rosie. “How Much Meat Can You Expect from a Fed Steer?” iGrow: A Service of SDSU
Education, January 2, 2013, http://igrow.org/livestock/beef/how-much-meat-can-you-expect-from-a-
fed-steer, accessed on June 12, 2016.
19. “San Luis Obispo County, California,” Wikipedia, accessed April 17, 2016, https://en.wikipedia.
org /wiki/San_Luis_Obispo_County,_California.
20. Dennis Perozzi, interviewed by Matthew D. Herrera, September 4, 2016.
58 La Vista 2017 La Vista 2017 59

the highly accomplished Father Mathias Ternes of Arroyo Grande. La Fiesta La Fiesta was a success again the following year when it drew even more
Queen Eva Andre, aided by maids of honor Anita Soto and Clara Marzorini, attendees. Year three brought the introduction of what quickly became the
placed a gold crown on a statue of the Blessed Virgin Mary as a sign of profound signature event — the La Fiesta Parade. Known originally as the “Vaquero Parade,”
respect for the Holy Mother and of adoration for her Son. The priests then blessed it was first held on Friday morning at 11:00 a.m. — much as Santa Barbara’s Old
all those in attendance and the first La Fiesta came to a righteous and Spanish Days Parade remains to this very day.24
successful close.21 On Friday May 20, 1927, the Vaquero
The inaugural La Fiesta was a Parade began adjacent to the Old Mission on
huge success by any measure, and it Palm Street. It was a humble affair. Señor
is appropriate to examine why. From Carlos Serrano of an old, established
a demand standpoint, just about Californio family, wearing the habiliments of
everyone on the Central Coast was a Spanish vaquero, led the parade on
starved for entertainment, and there horseback. He was followed by the
was little competition. The economy Polytechnic Band (Cal Poly) and a Chrysler
was in relatively good shape, and roadster driven by Cornelius Hughes, which
people were looking to relax and was raffled the following week to raise funds
enjoy themselves after Lent and for the Old Mission School. Mr. Hughes was
Easter. Being able to do so in a Figure 9. Float and tender for appliance store E.E. Long, followed by a group of vaqueros, also in
Figure 8. Genuine vaqueros line up in 1927 for the first La Fiesta circa 1928-1930. History Center.
socially respectable manner was no old-Spanish attire. Next came all the children
Parade, appropriately known as the "Vaquero Parade."
History Center. doubt very attractive to many — both of Mission Grammar School, clad in La
to locals and to those who visited from outside of the county. Fiesta garb as they marched in formation. A
From an operational standpoint, Father Keenan was able to call on hundreds of number of automobiles carrying various
dedicated parishioners from a parish of thousands — the first La Fiesta took only señores and señoritas completed the parade.25
three months to plan. Most of those who gave their time, talent, and treasure to Parade prizewinners included: Louis
ensure the success of the first La Fiesta did so for the benefit of their parish. In Fernandez for best mount; E. Petersen for
doing so, they (in their hearts) gave to benefit the Catholic Church and thus the best adult costume; Frances Serrano for best
greater Glory of God. girls' costume and Peter Andre and Alton
Many viewed La Fiesta de las Flores as the resumption of the Old Mission Figure 10. The 20-30 Club ably staffs the beloved (and much Gingg for best boys' costumes.
feared) Hoosegow in 1946. History Center.
Parish fiestas reportedly celebrated on the Feast of All Saints (always November 1) The parade’s appeal was immediate and
by earlier generations.22 strong. That it was held on a Friday before noon suggests that La Fiesta was already
The City of San Luis Obispo was also a small, tight-knit community that becoming a part of the communal fabric of San Luis Obispo, as people were willing
functioned as a social hub for the entire county, drawing people from San Simeon to step away from their midday responsibilities to take part. The following year,
to Cholame to Nipomo to McKittrick and beyond. Finally there was a matter of organizers scheduled the parade to begin later at 2:00 p.m. Crowds, however, began
leadership. Father Keenan was a capable leader (he would later be known as the to gather early and in such large numbers that it was allowed to start at 11:00 a.m.
“brick & mortar pastor” because of his fundraising and building abilities) with the The parade had such great appeal that in ensuing years William Randolph Hearst
qualities necessary to bring people together to achieve wonderful things.23 loaned fine horses and beautifully decorated silver-laden tack for use in the parade.26

21. “Fiesta Closes with Success Despite Rain,” San Luis Obispo Daily Telegram, May 11, 1925. 24. “Vaqueros Initiate Festival,” San Luis Obispo Daily Telegram, May 21, 1927.
22. City of San Luis Obispo Official Proclamation, Signed by Mayor Ron Dunin on May 11, 1992. 25. Ibid.
23. “Father Keenan at Fiesta,” San Luis Obispo Telegram-Tribune, May 19, 1966. 26. “History of La Fiesta Older than California,” The Sun-Bulletin, May 17, 1984.
60 La Vista 2017
The beloved La Fiesta Parade would continue to grow each year with a wide
variety of entries that delighted spectators. Favorites included the “Pride of the
Pacific,”   the Cal Poly Marching Band; the San Luis Obispo Senior High School
Tiger Marching Band; one of the first new cars ever owned in San Luis Obispo
County , the 1903 Curved Dash Oldsmobile of Mr. Henry K.
Cass of Cayucos27 (long on display at the Standard Motors
dealership in San Luis Obispo); the San Luis Obispo City
Fire Department five-man bicycle; the beautiful floats of the
local Cabrillo Club chapter; the pink Madonna Inn Carriage
pulled by a team of miniature horses, and of course,
the hoosegow.
The hoosegow was a paddy wagon trailer staffed by
“jailers,”  typically members of the 20-30 Club and later the
Jaycees. The jailers would “arrest” any clean-shaven adult
male, or particularly comely female, not wearing a La Fiesta
Figure 11. La Fiestas from 1925-1953 pin that they could apprehend (many fled on foot) and force
began with the ringing of the Old Mission
bells by Gregorio Silverio. Señor Silverio's them to ride in the hoosegow for a block of the parade. Bail
bolero hat with dingle balls was a staple of was set at the purchase of a La Fiesta pin, which ranged from
La Fiesta costumes. Matthew D. Herrera.
a quarter to a dollar over the years.
The parade route would change several
times over the years, beginning as a simple
loop around the Old Mission Church and
adjacent schools. At its peak, the 1.75 mile
route ran up Higuera Street from the
intersection of Archer Street all the way to
Johnson Avenue and then down Marsh Street
to the intersection of Beach Street.28
The continually growing La Fiesta29
commenced each third week of May with the
virtuoso bell-ringing30 of Señor Gregorio
Figure 12. Paso Robles Pioneer Days Association entry at
the corner of Monterey and Osos in 1947 provides insight Silverio, who rang the bells at the Old Mission
to the great popularity of post-war La Fiesta. for more than fifty years.31 La Fiesta’s
Matthew D. Herrera.
27. “La Fiesta Program,” June 1936.
28. “La Fiesta Parade,” Central Coast Times, May 15, 1986.
29. “20,000 Cheer Fiesta Parade,” San Luis Obispo Daily Telegram, June 4, 1939.
30. A recording of Silverio ringing different patterns on the Old Mission Bells was made February
3, 1956 by the San Luis Obispo County Office of Education, accessed on July 23, 2016, http://www.
worldcat.org/title/gregorio-silverio-bell-ringer-of-mission-san-luis-obispo-de-tolosa/oclc/24478387.
31. “Old Mission Bells Will Signal Opening of Fiesta,” San Luis Obispo Telegram-Tribune,
May 19, 1949.
La Vista 2017 61
fundraising mission changed once the debt from earlier school-related construction
was retired. Funds generated by the event were used to help restore the exterior of
the Old Mission under Pastor Father John Harnett, which ultimately brought
financial benefit to the city and surrounding areas through increased tourism.
Local downtown merchants heartily embraced La Fiesta. Longtime downtown
personality Bob Corcoran recalled that many downtown merchants rented
elaborate Spanish costumes brought all the way from Hollywood.32 The selling
of La Fiesta garb— bolero hats with dingle balls, serapes, mantillas, sombreros,
etcetera became a significant annual event for many local clothing stores.33
La Fiesta became a major event on the Central Coast. On May 16, 1939,
President Franklin D. Roosevelt sent Old Mission Pastor Father William G. Blatt a
letter of encouragement prior to the fifteenth annual celebration.34 Roosevelt’s
letter read:
I have heard with much interest of your plans to hold the
fifteenth annual Fiesta de las Flores in the gardens of Mission
San Luis Obispo de Tolosa in commemoration of the founding
of the mission in 1772 by Father Junipero Serra. I trust that
this festival will be an inspiring success and that it will quicken
in the minds of all who participate an interest in the romantic
history which brought this old mission into being.
This letter was solicited by local postmaster
William O’Donnell, who maintained close political
ties to the Democratic Party. Despite difficult
financial times, more than 30,000 people took part in
La Fiesta every year during The Great Depression.
America’s involvement in World War II caused a
four-year suspension of La Fiesta from 1942 to 1945.
La Fiesta came roaring back to life in 1946. By the
following year, more than 40,000 people attended the
celebration. In 1951 over 600 U.S. military personnel
Figure 13. Members of the U.S. Military, all
branches, march in the 1951 La Fiesta de las Flores of all branches marched in the parade.35
Parade. Following World War II through 1953, up Anecdotal information suggests that La Fiesta
to 600 service members marched in the parade each
year. History Center. began to experience some rather wild celebratory
moments as a consequence of overindulgence and its
32. “La Fiesta Committee Circa 1941,” Central Coast Times, May 14, 1981.
33. Barbara Dana, “What to Wear to Fiesta? Go Spanish!” San Luis Obispo Telegram-Tribune,
May 8, 1968.
34. Franklin. D. Roosevelt, Personal letter to Old Mission Pastor Father William G. Blatt,
Washington, D.C., May 16, 1939.
35. Charles E. Herrera, interviewed by Matthew D. Herrera, December 15, 1995.
62 La Vista 2017
continued growth following the restart after the second World War.36 That may
indeed be true, but it is also important to note that even with a growing college
population and an often significant military presence in and around San Luis
Obispo, La Fiesta was never threatened with elimination because of the rowdiness
of a minority of its attendees.
Rowdy or not, La Fiesta continued to grow each year and introduce more
people to its traditions and celebration.
Extant parade photographs show people
standing six feet deep along the parade
route to view the different entries. The
entries themselves—particularly the
floats—were well-designed, reflecting
hours of design and construction effort.
This growth translated into continued
financial support of the Old Mission.
When the interior of the Old Mission
was restored under the guidance of Sir
Harry Downie in 1949, La Fiesta once
Figure 14. La Fiesta queen candidates, left to right, Patricia
again contributed funds to
Lawrence, Anna Parotti, and Peggy Fitzpatrick in 1939. the restoration.37
History Center.
In 1947, Pauline Bradley Dubin (La
Fiesta Queen of 1928) organized the Past
Fiesta Queens Club. The group’s purpose was to assist the
Fiesta Queen Chairman and the newly crowned fiesta queen
each year. It also established the Fiesta Queens photo gallery
in Old Mission San Luis Obispo’s bell loft. Each year the
Fiesta Queen would have her photograph taken, typically by
Emmet McLain.38 Her photo would then be framed and
added to the gallery which was once part of Señor Gregorio
Silverio’s small museum, formerly located in the bell loft.
Along the way, a rodeo was added to La Fiesta’s list of
attractions. In its earliest years it was held at Mission Field. By
Figure 15. Father John Francis 1949 the rodeo moved to the San Luis Riding and Roping
Harnett, Vicar Forane of local
Club Arena on south Broad Street, adjoining what is now the
Catholic Deanery. History Center.
San Luis Obispo Guild Hall. Events were held on Saturday
36. Ibid.
37. “Purpose and History of Fiesta de las Flores,” San Luis Obispo Telegram-Tribune, May 15, 1952.
38. “Roots of La Fiesta Antedate State,” The Sun-Bulletin, May 12, 1983.
La Vista 2017 63
and Sunday in 1949, with Dr. John Whitman and Mr. Harlan Finch sharing rodeo
director duties.39
Times were changing, however, at the Old Mission and these changes would
not bode well for the future of La Fiesta. Gone were strong leaders like Fathers
Daniel Keenan and John Harnett. As an active member of the local Elks Lodge,
Knights of Columbus, and the Rotary Club, Harnett had garnered strong support
for La Fiesta.40 Keenan and Harnett were
beloved, energetic, and well-connected
priests who made sure that La Fiesta had
all that it needed to flourish and grow.
These men had a personal investment not
only in the Old Mission Parish but also
in the surrounding community. They were
replaced by Monsignor Patrick Daly, a
pastor with a far different personality and
a divergent set of priorities. Msgr. Daly
brought his own personal challenges to
the position, including an ongoing battle
Figure 16. 1938 La Fiesta de las Flores Parade. Note the old with alcoholism.
county courthouse across from where the Fremont Theater now Times were also changing in San
stands. The Pontiac “Stingy Injun” Straight-8 Economy
Demonstrator for $890 delivered. History Center. Luis Obispo’s secular community. La
Fiesta had become San Luis Obispo’s
foremost social event and biggest fundraiser. Some felt increasingly uneasy about
taking part in anything that benefited the Catholic Church. Others, most notably
some members of the San Luis Obispo Chamber of Commerce, felt that such a
premier event should also be of financial benefit (in addition to the hotel rooms
rented and goods and services sold by local merchants) to the city and not solely the
Old Mission Parish.41
The principal exponent for this change was former San Luis Obispo Postmaster
and San Luis Obispo Chamber of Commerce President William “Gravy Bill”
O’Donnell. O’Donnell wrote in the official 1935 La Fiesta de las Flores program
that “it has been the desire to make the Fiesta a celebration of general community
interest, and each year this goal comes nearer of attainment.” In 1970, the San Luis
Obispo Telegram-Tribune stated that Mr. O’Donnell suggested after World War II,
39. “Rodeo Staged for Two Days,” San Luis Obispo Daily Telegram, May 17, 1949.
40. “Rev. Father John Francis Harnett Called by Death,” San Luis Obispo Daily Telegram, July 7, 1939.
41. “Fiesta Brings Back Happy Memories in S.L.O.,” San Luis Obispo Telegram-Tribune, May 21,
1970.
64 La Vista 2017
“that the Fiesta had outgrown church sponsorship and should become a
community affair.”42
In reality, La Fiesta had been wildly popular from its very inception. It was
already drawing huge crowds of all backgrounds from throughout California. The
Old Mission Parish and associated organizations had proven again and again that
they had the leadership, talent, and manpower to
more than get the job done.
Mrs. Rose McKeen, La Fiesta Parade Grand
Marshall in 1989, stated in the May 8, 1993, edition
of the San Luis Obispo Telegram-Tribune: “It [La
Fiesta] became something everybody wanted to make
money with. It got a little touchy about donating to
the Catholic Church and everyone wanted to get
their finger in the pie.”
Bishop Philip Scher of the Diocese of
Monterey-Fresno wrote in the July 8, 1948, edition of
the San Luis Obispo Telegram-Tribune: “In his [Msgr.
Daly’s] pastoral work in San Luis Obispo, he is piling
Figure 17. The San Luis Obispo Lion’s Club float
of the 1950s celebrates the life of famed dancer, up an enviable record. He has cleared off the
courtesan and actress Lola Montez.
mountainous debt and turned the ‘Fiesta de las
History Center.
Flores’ over to the community, receiving in exchange
a large part of the receipts and has succeeded in
banking funds … ” A huge change had come to La
Fiesta! For a cut of the profits Msgr. Daly had
effectively sold the La Fiesta brand.
The bishop’s comments appear astonishingly
unwise and more than a little greedy in retrospect
(and underscore the tremendous fundraising
capabilities of La Fiesta). The result was the creation
of a stand-alone, secular, non-­profit La Fiesta
committee steered by the local chamber of commerce,
Figure 18. Grand Marshal Young "Cholly" Louis
which would prove to have grave consequences for
(son of Ah Louis) waves to the crowd at the corner
of Santa Rosa and Monterey Streets in 1953. the event.
Matthew D. Herrera.
This new organization seems to have done an
adequate job of presenting La Fiesta for a few years.
However the change strained relationships with a
42. Ibid.
La Vista 2017 65
number of individuals and organizations that had long supported La Fiesta. Some
wanted the Old Mission Parish to remain in charge as in years past. Others
resented the new profit-sharing scheme and wanted to exclude the Old Mission (at
least financially) from the celebration of La Fiesta. The result of this divisive tenor
was fewer individuals and organizations willing to get involved in La Fiesta.
The May 15, 1952, edition of the San Luis Obispo Telegram-Tribune stated
“letters were sent out to 84 organizations in San Luis Obispo and of the 84 only 19
agreed to participate in one or more of the various phases of the 1952 Fiesta.” With
great difficulty, La Fiesta was successfully held in 1952 and for a final time in 1953.
La Fiesta’s run of twenty-eight years was now
over, and San Luis Obispo had lost its top
social event of the year.
In response to the vacuum left by the
cancellation of La Fiesta, the San Luis
Obispo Chamber of Commerce created the
San Luis Obispo Community Fair in 1954.43
This fair was far different than La Fiesta. It
had no connection to the Old Mission Parish
or to San Luis Obispo’s Spanish heritage. The
Figure 19. The YMCA Indian Guides Yosemite Tribe march
festivities took place on a vacant lot off lower
in the 1967 La Fiesta Kiddie Parade held on Friday afternoon.
San Luis Obispo Tribune. Higuera Street, between High and South
Streets. The chamber contracted with a carnival company to provide mechanized
rides and midway attractions. It relied on paid carnival labor rather than local
volunteers to staff the various rides and booths.
Patrons who were later interviewed resented this substitute for La Fiesta.44
Predictably, the San Luis Obispo Community Fair lasted only two years, and
residents were left with nothing to replace La Fiesta. In 1957 La Fiesta de las
Flores’ remaining cash assets of $445 were evenly distributed between the Old
Mission Parish, the local Little League, and the Babe Ruth Baseball League,
marking an official end to one of San Luis Obispo’s most cherished
annual celebrations.45
By 1965 it was clear that San Luis Obispo needed an annual event for the
enjoyment of its residents and to attract new people to the area. Local attorney
Peter Kardel, as president of the San Luis Obispo Chamber of Commerce working
43. “Community Fair Will Open Tonight,” San Luis Obispo Telegram-Tribune, June 8, 1955.
44. Messrs. Lou Guidetti, Tony Herrera, Dennis Perozzi, John Phillips, Ralph Umbertis, Billy
Zweifel, and Ms. Cindy Roberson, personal correspondence with Matthew D. Herrera,
December 2015–March 2016.
45. “Fiesta Funds to Mission, Little League,” San Luis Obispo Telegram-Tribune, May 10, 1957.
66 La Vista 2017
in conjunction with the San Luis Obispo City Council, began the process of
reviving La Fiesta. A separate non-profit organization, La Fiesta de San Luis
Obispo, was created and $5,000 (around $41,000 in 2017 dollars) in seed money
was approved by the City of San Luis Obispo at a meeting held on September 27,
1965.46 Given this and the additional services donated by the city (public safety,
sanitation, free parking for all, etc.) and the waiving of other
requirements (no event fees, no street-blocking charges or portable
restroom requirements, etc.) the City of San Luis Obispo
essentially paid for La Fiesta and allowed the organization to
begin building a modest reserve.
Ed Davin, the proprietor of Valiway Distributors, former
president of the Chamber of Commerce, and an active Old
Mission parishioner, was named El Presidente of the new La
Fiesta de San Luis Obispo organization. A capable team was
formed includeding: Davin, Clay Davidson, Denny and Gene
Figure 20. Ed Davin, La Fiesta El Medzyk, Bill Gilfeather, and Joe Coulter, among others. The drive,
Presidente 1966 and 1967 and later
La Fiesta Historian, in 1968. teamwork, and ingenuity displayed by these and other members of
Michael Davin.
the “Greatest Generation”47 cannot be overstated and must be
carefully considered when attempting to understand the past
success of La Fiesta.
In 1966, San Luis Obispo enjoyed its first La Fiesta
celebration, including the La Fiesta Parade, in more than a dozen
years. Johnny Noggle upheld La Fiesta tradition by opening the
festivities with the ringing of the Old Mission’s Bells, replacing
the legendary Gregorio Silverio who had passed away in 1954.
Señor Manuel “Tom” Quintana, the grandson of San Luis Obispo
pioneers Don Francisco Esteban Quintana and Doña Guadalupe
Quintana, was the inspired choice for parade grand marshal. 1966
also marked the first year of the Friday afternoon Kiddie Parade, a
Figure 21. Zozobra celebration.
Wikimedia Commons. short parade down Higuera Street dedicated to entries
from children.
The Kiddie Parade included the appearance of Mickey and Minnie Mouse and
Goofy through the efforts of the San Luis Obispo Junior Chamber of Commerce.48
Cast members from Disneyland made the trip from Anaheim, California as a
gesture of goodwill. Their generosity was repaid in part by the luxurious
46. “City to Cut Back Funds for La Fiesta,” San Luis Obispo Telegram-Tribune, June 25, 1969.
47. Tom Brokaw, The Greatest Generation (New York: Random House, 1998).
48. John Phillips, interviewed by Matthew D. Herrera, September 22, 2016.
La Vista 2017 67
accommodations provided by the Madonna Inn, courtesy of Alex and
Phyllis Madonna.
The new celebration proved quite successful, and a new generation was
introduced to the La Fiesta tradition. Event veterans seemed relieved and thankful
to have La Fiesta back. Newcomers loved the pageantry and historical tone. After
expenses, the 1966 La Fiesta ended with a
surplus of about $1,000.49
La Fiesta had physically outgrown the Old
Mission grounds, so in 1966 it moved to the San
Luis Obispo IDES (Irmandade do Divino
Espírito Santo — Fraternity of the Divine Holy
Spirit) Hall and grounds located at the time
behind Old Mission Elementary School on
Nipomo Street, and to the adjoining Mission
Central Catholic High School field. The new La
Fiesta de San Luis Obispo non-profit
corporation depended upon a combination of
Figure 22. Louisiana Clayton-Dart, John Ross, and
resources: service and fraternal organizations, the
Loren Nicholson review 1967 La Fiesta poster artwork.
History Center. City of San Luis Obispo, the Old Mission
Parish, private enterprise, and other non-profit groups. For the first time,
organizations such as the San Luis Obispo County Historical Society (now the
History Center of San Luis Obispo County) were able to play an active part in the
celebration of La Fiesta.
The 1967 La Fiesta was almost a carbon copy of the previous year. In 1968 the
La Fiesta Carnival and El Presidente’s Ball moved from the IDES facility to the
San Luis Obispo County Veterans Memorial building and grounds. Each evening
Ray Rademacher’s giant World War II surplus General Electric carbon-arc
antiaircraft searchlight would guide visitors to the carnival grounds. The
searchlight’s nearly-six-mile-long column of light dancing through the sky could be
seen thirty-five miles away.
This change in location allowed for growth, although the distance from the Old
Mission was considerable despite a free shuttle service provided by a red
Routemaster double-decker bus originally from London. There was little choice,
however, as the former IDES grounds were preparing to be redeveloped and La
Fiesta needed a new home.
In 1969 actor Ron Ely of Tarzan fame was recruited to serve as Grand
49. “Fiesta Set for Another Year Here,” San Luis Obispo Telegram-Tribune, September 1, 1966.
68 La Vista 2017
Marshall of the La Fiesta Parade in hopes of attracting more
spectators, particularly children.50 The year also marked the
introduction of the burning of Zozobra, “Old Man Gloom.”51
Zozobra is a hideous but harmless bogeyman made of old clothing
and paper stuffing designed to look like a monster. Zozobra was
burned to symbolically expiate the worries and troubles of the
previous year for those in attendance.
The burning of Zozobra initially took place on the Dalidio land
adjacent to the Madonna Plaza Shopping Center. Later it moved
to Misson Plaza and finally next to the Elk’s Lodge. Zozobra was
not a seven-hundred-year-old Spanish ritual as advertised by La
Fiesta, but rather a creation by artist Will Shuster, which had been
Figure 23. The official 1970 La
Fiesta poster. Offended some due named by newspaper editor E. Dana Johnson, both of Sante Fe,
to the caricature of the Californio New Mexico, in 1924.52 Zozobra was depicted in the 1947 film Ride
or gachupín wearing a sombrero.
History Center. the Pink Horse and in a 1950 Pasadena Rose Parade entry, which
might explain how the idea made its way
to San Luis Obispo.53
Because Zozobra was not part of
either Spanish or San Luis Obispo
heritage, some were resistant to adopting
the fiery spectacle. One such critic was
Louisiana Clayton-Dart, then curator
of the local historical society.54 Despite
the objections, the burning of Zozobra
became part of La Fiesta’s annual
tradition, second in popularity only to the
Figure 24. Entry for Pete’s Seaside Cafe in Avila Beach provides La Fiesta Parade.
an excellent example of the type entered in the parade from the The number of events that La Fiesta
latter 1970s through its demise in 1995. Pete Kelley.
now offered was quite impressive. On
Thursday evening, people gathered for the burning of Zozobra. Friday morning
began with a costume breakfast; opening ceremonies including the ringing of the
Old Mission bells started at noon with the marketplace and carnival opening in the
50. “Tarzan Due Here May 17,” San Luis Obispo Telegram-Tribune, May 3, 1969.
51. “Zozobra Burned–Ole!,” San Luis Obispo Telegram-Tribune, May 17, 1969.
52. “Zozobra and Las Fiestas de Santa Fe,” The Burning of Will Shuster’s Zozobra, accessed May 6,
2016, https://burnzozobra.com/all-about-zozobra/history.
53. “1950 Rose Parade Float Zozobra,” Pasadena Digital History Collection, accessed May 9, 2016,
http://collection.pasadenadigitalhistory.com/cdm/ref/collection/p16237coll7/id/2865.
54. La Fiesta de San Luis Obispo Interoffice Memorandum.
La Vista 2017 69
early evening. Those who were hungry could take advantage of the La Fiesta
enchilada dinner at the Old Mission.
Saturday began with the Kiddie Parade, immediately followed by the main La
Fiesta Parade at 10:30 a.m. The marketplace, carnival, and art show opened at noon,
and the La Fiesta barbecue ran from 1:00 p.m. to 6:00 p.m. At 2:00 p.m. a horse
gymkhana commenced, at 2:30 p.m. parade trophies were awarded, and in the
evening the El Presidente Ball took place.
Sunday morning opened with a horse show and a concourse d’elegance car
show; the marketplace, carnival, and art show opened once more at noon; both a
barbecue and an enchilada dinner ran from 1:00 p.m. to 5:00 p.m.; a concert began
at Mitchell Park at 2:00 p.m.; and the Whiskerino was held at the Cigar Factory
restaurant at 4:00 p.m. Closing ceremonies began at 5:30 p.m.55
The year 1969 brought both good and bad La Fiesta news. Las Amigos
Sociedad de La Fiesta, a year-round support organization for La Fiesta de
San Luis Obispo, was formed, claiming more than 150 charter members.56 The
atmosphere in downtown San Luis Obispo was absolutely magical during La
Fiesta! Mariachis strolled through the city’s inner core. Many individuals, from
bank tellers to government employees to business owners, wore fiesta costumes
on the job. Almost all greeted customers with an exuberant “¡Viva La Fiesta!” In
most respects, the new La Fiesta was operating just as well or better than ever.
The renewed La Fiesta de San Luis Obispo was beginning to challenge Santa
Barbara’s Old Spanish Days for the title of largest fiesta celebration in California.
Unfortunately, the San Luis Obispo City Council voted to cut La Fiesta’s
annual subvention from $3,500 (already reduced from the initial $5,000 appropria-
tion in 1966) to just $1,500 in 1969 despite vigorous opposition from the La Fiesta
Board.57 Some suggested the city simply wanted La Fiesta to be self-sufficient
while others claimed continued political gamesmanship. In any event, the cut hurt
La Fiesta and financial issues would plague La Fiesta until its ultimate demise.
On a more positive note, La Fiesta played a part in helping the local commu-
nity through fundraising. Because of the proceeds from their ring toss booth at La
Fiesta, the San Luis Obispo Lions Club was able to purchase and outfit Anholm
Park, Eto Park, and Victoria Avenue (originally the Grange Hall, now Guild Hall)
Park.58 Both Anholm and Eto Park still exist in 2017.
As La Fiesta moved into the latter 1970s and ’80s, it continued to draw
55. “La Fiesta Program,” 1969.
56. “La Fiesta Boosters at Social,” San Luis Obispo Telegram-Tribune, April 9, 1969.
57. “City to Cut Back Funds for La Fiesta,” San Luis Obispo Telegram-Tribune, June 25, 1969.
58. “La Fiesta Spirit,” San Luis Obispo Telegram-Tribune, May 14, 1988.
70 La Vista 2017
thousands of people to its parade (including at least 40,000 in 1988),59 but the tone
of the event had taken on an air of commercialism not seen or allowed in its earlier
days. Gone was the shared respect, admiration, and understanding of the very heart
of La Fiesta: San Luis Obispo’s Spanish heritage.60 Some tried to equate more
contemporary Mexican American influences on San Luis Obispo with the city’s
Spanish roots. While the two are related, they are also quite different and it caused
unnecessary friction from time to time.61 As one
example, some took umbrage at the official La
Fiesta poster in 1970, which depicted a
caricature of a Californio or a Gachupín62 (and
not a current day Mexican-American or Xiano)
wearing a sombrero drawn in a style common
for the time.63
During this time frame, La Fiesta’s financial
difficulties, including a shortage of working
capital and various cash management issues,
became well-known to the local community
Figure 25. Mr. Dominic Bressi riding his gorgeous
American Saddlebred horse clad in sterling silver in 1989. and began damaging La Fiesta’s reputation.
Note those sitting on the roof of the building; it was a real Additionally, four new problems also began
status symbol to view the parade from a downtown roof.
History Center. to intensify.
First, there was growing competition from other local celebrations for people’s
time and money—most notably the Paso Robles Wine Festival, which chose La
Fiesta’s traditional date of the third weekend in May. Second, La Fiesta’s flagship
parade was changing. The beautifully designed and crafted floats of the 1930s
through the late 1960s were slowly replaced by borrowed bales of hay, vinyl banners,
and blaring boom boxes on big flatbed trucks and trailers. Many entries were little
more than rolling advertisements for commercial enterprises. Third, there was also
less participation from downtown merchants and fewer entries celebrated the city’s
Spanish heritage.64 Finally, the costs associated with the celebration of La Fiesta
continued to escalate as insurance expenses, carnival operator cash guarantees, and
security and sanitation expenses grew each year.
59. “40,000 Turned Out for the Parade,” San Luis Obispo Telegram-Tribune, May 23, 1988.
60. Kay Ready, “Let’s Step Backwards,” San Luis Obispo Telegram-Tribune, May 24, 1977.
61. Ann Fairbanks, “Fiesta: A Party by, for Anglos?” San Luis Obispo Telegram-Tribune, May 8, 1979.
62. George Butler Griffin, “Some Observations on the Words ‘Gachupin’ and ‘Criollo,’” Annual
Publication of the Historical Society of Southern California 1 (1888): 49-54, accessed June 26, 2016,
https://ia601702.us.archive.org/10/items/jstor-41172593/41172593.pdf.
63. Open letter from the La Fiesta de San Luis Obispo Board of Directors, May 1970.
64. Jeff Fairbanks, “Parade Has an Identity Problem,” San Luis Obispo Telegram-Tribune,
May 16, 1994.
La Vista 2017 71
La Fiesta’s financial difficulties were well-documented in the local newspaper
during the late 1980s.65,66,67 This further diminished La Fiesta’s reputation, which
led to fewer volunteers willing to step forward to help. Long gone were the legions
of Old Mission parishioners that Father Keenan had relied upon to do what needed
to be done. At the same time, the city was increasing the volunteer staffing
requirements for various events. In its final few years, the La Fiesta Parade alone
required more than forty volunteer
monitors — positions that were thankfully
filled by members of local college
fraternities and sororities.68
In October 1989, the La Fiesta Board
of Directors approached the City of San
Luis Obispo with concerns about the
future of La Fiesta. The directors felt that
La Fiesta had become so popular and thus
so large that it could no longer remain a
strictly volunteer organization. They felt
Figure 26. Modern-day vaqueros uphold La Fiesta’s roots of
celebrating San Luis Obispo’s founding Spanish heritage with greater support from both the city and the
Mexican charro regalia and horses. Note the large number of local business community was necessary to
parade spectators. History Center.
ensure future celebrations.69
A meeting that included members of the La Fiesta Board of Directors, the San
Luis Obispo City Council, the San Luis Obispo Chamber of Commerce, and other
local service and fraternal organizations was convened to determine the needs of La
Fiesta and what support this group could provide. The consensus was that La Fiesta
should remain a “community-sponsored” event as opposed to a “city-sponsored”
event.70 During this meeting, La Fiesta was directed to prepare and submit a
five-year operating and financial plan as part of its request for financial support.71
The city council’s first step was to approve a grant of $25,000 to hire a full-time
65. Ken Dyar, “La Fiesta Threatened by Lack of Dinero,” San Luis Obispo Telegram-Tribune,
May 16, 1987.
66. Ken Dyar, “La Fiesta to Seek SLO Financial Help,” San Luis Obispo Telegram-Tribune,
September 25, 1987.
67. Ken McCall, “Fiesta May Fade into History,” San Luis Obispo Telegram-Tribune,
May 23-24, 1991.
68. “Minutes of La Fiesta Critique Meeting,” San Luis Obispo City Clerk Memorandum,
June 7, 1994.
69. Ken Dyar,“La Fiesta to Seek SLO Financial Help,” San Luis Obispo Telegram-Tribune,
September 25, 1987.
70. John Dunn and Deb Hossli, City of San Luis Obispo Council Agenda Report, March 19, 1991.
71. Ibid.
 72 La Vista 2017
Figure 27. Atacienda de la Musica Float makes its way down Figure 28. The La Fiesta Queen and her court from 1950. A
Monterey Street near the corner of Morro Street. Note the prime example of the beautiful floats that were designed and
long time Stag Pool Hall in the background. History Center. built following World War II into the 1960s. History Center.
Figure 29. The beautiful Armed Forces Day Float on Higuera Figure 30. The students of Mission Elementary School ride
Street at Garden Street in 1950-52. Many La Fiesta floats were on a self-propelled float depicting the Old Mission in 1950-52.
works of art during the 1950s. History Center . History Center.
La Fiesta Executive Director for 1990.72 The council was less generous when it
came to the additional $90,000 requested by La Fiesta’s five-year plan.73 San Luis
Obispo city staff ’s own analysis of this plan showed that it would result in a surplus
of $41,845 in La Fiesta’s coffers at the end of five years. It recommended to the city
council that La Fiesta instead receive $15,000 in 1991 and $8,000 in 1992.74 City
staff also recommended that La Fiesta apply for annual $5,000 City Promotional
Coordinating Committee grants during this period of five years. The city council
chose their staff ’s recommendation over La Fiesta’s submitted request.
While financially prudent with taxpayer dollars, this decision seriously
impacted La Fiesta’s ability to build a financial reserve that could have been used as
72. Vicki Carroll, City of San Luis Obispo PCC Request for Funding Application, March 6, 1990.
73. La Fiesta de San Luis Obispo, Organizational and Financial Plan: Fiscal Years 1990-1995.
74. John Dunn and Deb Hossli, City of San Luis Obispo Council Agenda Report, March 19, 1991.
La Vista 2017 73
Figure 31. The Lions Club International entry on Monterey Figure 32. The La Fiesta Queen and her court from 1951-52.
Street at Court Street in 1950-52. History Center . Note the beautiful design and craftsmanship of the float.
History Center.
Figure 33. Wonderful UROC railroad employees' float on Figure 34. Mounted San Luis Obispo County Deputy
Monterey Street in 1950-52. History Center. Sheriff 's take part in the La Fiesta Parade in 1950-52.
History Center.
year-round operating capital. La Fiesta had neglected to submit an intra-year cash
burn rate analysis, which might have justified the reserve. In the end, the city’s
decision contributed at least in part to La Fiesta’s inability to recruit and maintain
the caliber of staff necessary to gain eventual financial self-sufficiency through
private fundraising.
Records do show that La Fiesta was attempting to breathe new life into its
celebration during this period. In 1990 La Fiesta hired Pageantry Productions of
Pasadena for $5,443 to coordinate the parade.75 Hiring this firm plus professional
judges allowed some participants, such as marching bands and equestrian groups, to
earn points in their respective statewide competitions. The intent was to attract a
75. World Wide Spectaculars, Inc. dba Pageantry Productions. Facsimile to La Fiesta de San Luis
Obispo. March, 12 1995.
74 La Vista 2017
greater number of quality entries to the parade and more attendees to La Fiesta.
Unfortunately, a review of invoices suggests that La Fiesta received little for its
money, and the hiring of an outside firm led to further alienation of some longtime
La Fiesta volunteers.
The following year, La Fiesta was forced to cut its biggest source of income,
the carnival. The operator had increased the
amount of the cash guarantee they required to
come to town, gravely impacting La Fiesta’s
limited pool of operating capital. This demand,
plus the significantly increased security costs
from the San Luis Obispo Police Department
led to the reluctant cancellation of the carnival.76
One by one, the costly Queen’s Coronation,
La Fiesta Community Concert, and El
Figure 35. Nine La Fiesta El Presidentes past and Presidente Ball were eliminated. The cost-cutting
present gather in 1981 at the Madonna Inn. Left to
right: Jerry Munger, Burt Polin, Charles Delmartini, measures left a smaller but financially solvent
Charles Fruit, Ed Davin, Jean Fitzpatrick, Carlos event in their wake. On the positive side,
Moerman, John Ross, and Marion Henry.
History Center. La Fiesta hosted a La Charreada Mexicana
(Mexican-style rodeo) replete with Escaramuza
(Mexican trick horse riding) for the first time
in 1992.77 Held at the Madonna Inn’s old
rodeo arena, the events were entertainment
and financial successes despite the escape
of two large Brahma bulls during the rodeo.
With these additions, the fiestas for 1993 and
1994 were financially solvent, but without
Figure 36. This 1985 float shows just how far La Fiesta
had strayed from its roots as a celebration of San Luis the carnival and other traditional events
Obispo’s founding Spanish heritage. Bruce Colbert, Jr. they were not comparable to years past.
The cuts led to further deterioration of La Fiesta’s reputation. Moreover,
continued infighting and turbulence on the board of directors tarnished its
dwindling prestige.78, 79 La Fiesta was therefore increasingly unable to attract and
retain the proper mix of talent necessary to improve its operations, which would
have made it more inviting to the additional volunteers required for it to flourish.
Following the 1994 celebration and the loss of its able executive director to a
76. Doris Bentley, “Rejuvenated La Fiesta Opens Next Week,” San Luis Obispo Telegram-Tribune,
May 9, 1992.
77. Ibid.
78. Christy L. Noble, letter to Celia Braun, August 31, 1995.
79. Kenn Shaw, letter to Christy Noble, September 29, 1994.
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better employment opportunity, things were beginning to look grim for the future
of La Fiesta. It became clear that the remaining board of directors was no longer
capable of properly stewarding San Luis Obispo’s main annual celebration. In 1995
the remaining members of the La Fiesta Board of Directors decided to make two
final and significant changes.
The first was to shift the focus of the event away from its Spanish Californio
roots to include all cultural groups in the community (which had been welcomed
at all past La Fiestas) in an attempt to
increase community participation.80 This
new plan, known as “A Small World at
Farmers Market,” consisted of “cultural
groups displaying crafts, art, dance, and other
examples of their group’s cultural history.”81
In retrospect this change seems to have been
an increasingly desperate attempt to get
more people involved with a failing La Fiesta.
The second change was a focus on a new
“Neighborhood Float Program,” which was
Figure 37. 1989 Grand Marshall Gene Reis and his wife defined as “organizational and financial
Irene are driven by son Kirk and daughter Luann in a assistance for putting together flatbed and
beautiful carriage from the Reis Family’s extensive horse-
drawn carriage collection. History Center. truck/trailer floats for local families and
neighborhoods.”82 In other words, they were
now scrambling for parade content. Both plans quietly failed and contributed to the
eventual cancellation of La Fiesta following the 1995 celebration. After a struggle
back to financial health, La Fiesta de San Luis Obispo was once again forced to
a halt.83
In 2000 an attempt to resurrect La Fiesta was undertaken, backed by a $6,000
grant from the city.84, 85 Scheduled for September 16 and 17, it was to coincide with
Mexican Independence Day and to avoid competition from the Paso Robles Wine
Festival. The plan was to start small with a fair in San Luis Obispo’s Mission Plaza
80. City of San Luis Obispo Official Proclamation, signed by Mayor Ron Dunin on May 11, 1992.
81. Christy L. Noble and Jim Bertero, Letter to City of San Luis Obispo Promotional Coordinating
Committee, March 12, 1995.
82. Ibid.
83. J.E. Mitchell, “Shortage of Help Stops 1996 La Fiesta,” San Luis Obispo Telegram-Tribune,
January 23, 1996.
84. Mike Stover, “Volunteers Revive La Fiesta After Five Year Siesta,” San Luis Obispo Tribune,
March 22, 2000.
85. “La Fiesta Revival a Great Idea,” San Luis Obispo Tribune, March 31, 2000.
76 La Vista 2017
and gradually return La Fiesta to its former glory.86 While the
initial sentiment was positive, unrealized expectations prevented
this effort from continuing the following year.
A study of La Fiesta’s history reveals both a beloved and
troubled annual San Luis Obispo event. It began in 1925 with the
best of intentions and enjoyed a number of joyous and prosperous
years. Sadly greed, a loss of effective leadership, mounting costs, and
other political and operational issues eventually ground the
celebration to a halt by 1953.
La Fiesta began anew with great vigor in 1966 and it was
highly successful. Unfortunately, La Fiesta de San Luis Obispo
never developed a true home—like the annual Pioneer Day
Celebration has at the Pioneer Museum in Paso Robles or like
Old Spanish Days at the Carriage and Western Art Museum
of Santa Barbara—which limited year round participation in La
Figure 38. 1971 La Fiesta Queen Fiesta. This limitation, along with some of the same issues from the
Carol Ann Furtado models her
beautiful Spanish lace gown. past, plus new concerns such as increased competition, mounting
Randy Riddick. costs, decreased support, and straying from La Fiesta’s founding
traditions, led to the celebration’s final demise in 1995.
A rebirth of La Fiesta de San Luis Obispo
is a popular topic of conversation among those
that have experienced the joys of its celebration.
A successful rebirth will require several key
ingredients. First, enthusiasts need to make an
honest effort to truly understand and learn from
La Fiesta’s history—both the good and the bad.
Second, La Fiesta must remain true to its
heritage and traditions—most notably
celebrating San Luis Obispo’s founding
Spanish heritage and the seminal role played by
Figure 39. La Fiesta luminaries reunite in 2007 at the Old Mission San Luis Obispo de Tolosa in
Madonna Inn. From left to right: Coach Phil Prijatel,
forming the city which now bears its name.
former Mayor of San Luis Obispo Dave Romero,
longtime La Fiesta Parade Chairwoman Iva Wilcox, Mr. Third, those behind the rebirth would need
Gene Reis, and Mr. Bob Brown. Each played important
to realize just how much things have changed
parts in the celebration of La Fiesta during its glory years.
Pat O’Daniels. since 1966 when La Fiesta was started anew
86. “SLO Gets Taste of Future Fiesta,” San Luis Obispo
Tribune, September 19, 2000.
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following a thirteen year hiatus. We’re losing our Greatest Generation—the
close-knit and able group of people who truly made La Fiesta a success. They left
some giant shoes to fill and that fact must be recognized from the very outset.
Asked if La Fiesta could one again be successful, San Luis Obispo native David
Medzyk (whose parents played a central role in the return of La Fiesta in 1966)
offered these cautionary remarks which deserve to be pondered:
“Thing is, the people who built the city after World War II, are
nearly all gone, and along with that, the social and community
bonding they enjoyed. The Great Depression and World War
II, brought people together like no other time in our country’s
history. Look at the history of most city celebrations nation-
wide—the majority were introduced or re-introduced after the
war by people that depended on each other. We don’t have
those social or community bonds anymore… As much as I
would love La Fiesta to emerge once again, I’m afraid it will
never be…”
Fourth, the financial and bureaucratic barriers to holding such celebrations
have greatly increased over the years, along with competition from other events.
Each needs to be addressed in an honest and creative manner. Fifth, a recognition
of changing security realities and a strong determination to not allow event
cancellation to be the default response at the first signs of public safety challenges.
Finally a successful rebirth of La Fiesta de San Luis Obispo will require a
genuine and prolonged team effort. It is not enough to get to the top of the
mountain. The climb is not a success until all the participants have safely descended
to base camp in a condition which makes them all want to do it all again and again.
The City of San Luis Obispo, the Old Mission Parish, local schools, a consortium
of local non-profit organizations, and business interests would all need to engage in
a true partnership for La Fiesta to thrive for generations to come as it did in the
past. One that shares the work, risks, and rewards of hosting an annual event that
shines a bright light on San Luis Obispo’s storied past.
All that said, no one should lose sight that a proper return of La Fiesta de San
Luis Obispo has tremendous potential for both the City and County of San Luis
Obispo. It once was, and could again be the greatest annual celebration on the
Central Coast.
One thing is for certain. The celebration of La Fiesta de San Luis Obispo may
be gone for now, but its beloved glory still burns brightly in the hearts of those that
experienced its wonderful past. ¶
¡Viva la Fiesta de San Luis Obispo!