The merchants of Placita Olvera, practically where the city of Los Angeles was borncome together to save the iconic place, which has been hit by the absence of tourists, with the closure of dozens of establishments.
For more than 95 years, the Olvera Avenue area, where Placita Olvera is located, has been a traditional place to experience Latin culture that has been enjoyed for generations.
Families from Mexico and other places in Latin America have established all types of businesses there. to share their cultural heritage, such as food, crafts and musicin the heart of Los Angeles.
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For almost 100 years, Placita Olvera has welcomed millions of tourists from around the world, who have walked this historic street. to learn about and enjoy the traditions offered by Latin families to keep cultural heritage alive.
Over the years, these small establishments have been passed down from one generation to another.but always with the purpose of enjoying the traditions, despite being born, even many miles away from the original places of their families.
However, since the COVID-19 pandemic, many tenants did not manage to survive the economic blow and they had to close their businesses permanently.
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For the merchants who still remain on Olvera Avenue, The situation also worsened after raids against the immigrant community broke out.in June 2025, which left owners fearing being detained by ICE, in addition to driving away tourists.
Tenants of Placita Olvera mentioned that Visitors do not go to their businesses after mass demonstrations occurred as a protest against the activity of federal immigration agencies.
Some merchants mentioned that, before the pandemic, restaurants and some stores offered their services seven days a week until 8:00 p.m. Currently, almost no establishment opens every day and, at certain times, the place appears without visitors.
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Due to the serious situation they are going through, the merchants of Olvera Avenue joined forces and created a GoFundMe page to request the support of the community as one of the last resources they have to save the cradle of the city of Los Angeles.
Since the campaign began, less than a week ago, until the morning of this Wednesday, May 13, only seven donations had been registered, to raise $750 dollars, of the goal of $500,000 dollars.
The campaign promoters said that The donations would be used to cover late rent payments for the premises.to stabilize small family businesses affected economically since the pandemic and to preserve businesses that are part of the cultural and historical identity of the city.
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“The main objective is to avoid the closure of these historic businesses and maintain Olvera Avenue as a living cultural market,” the promoters of the initiative said in a statement.
The campaign highlights that Olvera Avenue represents an important part of Los Angeles history, especially when the city prepares to host major events, such as the 2026 World Cup and the 2028 Olympic and Paralympic Gameswhich attract millions of visitors.
“The collection seeks to keep these businesses open and protect the cultural heritage of Olvera Avenue for residents and future visitors“, reiterated the promoters of the campaign.
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To learn more about the initiative and support Olvera Avenue merchantsin downtown Los Angeles, you can check this link.
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· Businesses in Placita Olvera are faltering
