Challenges for Vendors on Olvera Street During World Cup
Olvera Street, located in the oldest plaza in California, is a colorful hub in El Pueblo de Los Ángeles, famous for its vibrant stalls selling traditional Mexican goods like leather sandals, pottery, and blankets. However, despite the buzz surrounding the World Cup, the area is surprisingly quiet on weekdays, especially leading up to the much-anticipated match between Mexico and South Korea.
Maria Naranjo, who has operated her stall for over 16 years, expresses hope that the World Cup would bring back crowds. “We were expecting more visitors, but it’s pretty empty during the week,” she says. Weekends see a slight increase in foot traffic, but it’s still not what it used to be. Many vendors, including Naranjo, have had to cut back on workdays due to low sales, especially after past challenges like federal immigration enforcement and the COVID-19 pandemic.
On a slow Tuesday afternoon, Xochitl Rios was setting up her family’s booth, which has been a staple since the 1960s. She notes that most shopkeepers can’t afford to keep employees for a full week. “Back then, we used to close around 11. Now, you might leave by three or four,” she remarks.
Vendors had hoped that the World Cup festivities would bring in more customers, but Rios feels this hasn’t happened. “People rush through. They mostly stop to use the restroom,” she says, mentioning that most crowds head towards nearby attractions instead.
Jasmin Lopez, who has been selling candy on Olvera Street for eight years, echoes similar concerns. While city events are happening, she has noticed that foot traffic is often directed elsewhere, like to La Plaza de Cultura y Artes. “We could have done more to attract visitors,” she says, expressing a desire for local leaders to invest more in the historic landmark.
Some vendors are trying to adapt by offering new items related to the World Cup. Diana Diaz, who recently opened a hot pink kiosk, has added soccer-themed handbags and uses platforms like TikTok to reach more shoppers. “I want to create positive memories for people celebrating the World Cup,” she shares, emphasizing the importance of supporting local businesses.
Many vendors point to multiple factors affecting their sales, including a struggling economy, rising living costs, and the fallout from the pandemic. “We’ve lost much of our local Latino community due to immigration issues,” says Michael Mariscal, who has been managing his family shop for generations. Despite the challenges, he remains hopeful that as the World Cup progresses, business will pick up.
Local officials have been somewhat distant, with Councilmember Ysabel Jurado’s office not responding to inquiries. However, Domenika Lynch, the general manager at El Pueblo de Los Angeles Historical Monument, acknowledges the need for improvement. “More people are visiting, but they aren’t shopping as much as we hoped,” she admits, emphasizing her commitment to rejuvenating the area.
As the World Cup matches continue, the hopes for a vibrant Olvera Street linger. Vendors remain optimistic that with the right efforts and community support, better days are ahead for their historic marketplace.
