Long Beach’s planned Latino Cultural Center and much-talked-about El Mercado are one step closer to reality after the Long Beach City Council received a report on community feedback and a preliminary business plan for the project Tuesday.
The cultural district would be the first of its kind in Long Beach, where Latinos make up over 40% of the city’s population—making it the largest ethnic population in the city.
Centro CHA, the city’s most prominent Latino organization, spearheaded community engagement on the project and is expected to take the lead on developing the center.
Community expresses desire for comprehensive programming, community hub with outdoor marketplace and cultural district
“There was an overwhelming vocalized need for a cultural center that goes beyond the traditional museum or cultural center,” said Megan Anaya, economic research and consulting analyst with Centro CHA.
She noted that Latino residents expressed a desire for not just cultural recognition and acceptance, but support through wellness, equity, economic opportunities “and really, opportunities for recovery.”
These desires were reflected during the community feedback process, where residents highlighted a desire for historical exhibits, economic development resources, workforce development programs, cultural architecture, artwork and an outdoor venue.
“One thing [the community] mentioned was that when they look at downtown, it doesn’t reflect the Latino people. There’s not one thing that really reflects their culture,” Anaya said. “The community really fell in love with the concept of including [a] mercado.”
The concept of El Mercado—an outdoor market and Latino cultural district—has been a key feature of Centro CHA’s vision for decades.
During a March 4 council meeting, Councilmember Roberto Uranga said discussions about a Latino cultural district had taken place since the 1980s but that “stars were not aligned” at that time.
Both council members and residents expressed hope that El Mercado would create “an authentic Latino experience” in Long Beach, support local business owners and serve the city as a regional economic generator.
“The creation of space and the development of a Latino Cultural Center will not only showcase the vitality and the spirit of the city’s Mexican American and Latino community, but also establishes a much needed cultural home that will provide a place of belonging, pride and economic opportunities for generations to come,” Centro CHA Board Member David Salazar said during public comment.
Latino Cultural Center location estimated to cost up to $30 million
The City has not yet identified a funding source for the center, which is expected to require a $1.6 million operating budget annually by its fifth year, according to Javier Jimenez, director of organization and strategy at Lord Cultural Resources.
Lord Cultural Resources estimated that a site with over 21,000 square feet of space would be necessary to accommodate plans for the center’s exhibitions, events and public spaces, both indoor and outdoor.
The draft business plan estimates that a 15,000-square-foot space with outdoor areas could cost between $27 million and $30 million. These estimates were made based on similar projects nationwide, not specifically in Long Beach. About a third of this cost includes an $8 to $10 million endowment fund.
“What we have learned from our research of other centers of this type is that they all rely on some sort of public funding,” Jimenez said. “And this also goes back to the reasoning that many of these institutions, all of them are mission-driven institutions. They are put in place to serve community.”
A location has yet to be identified for the proposed project. Councilmember Mary Zendejas directed City Manager Tom Modica to consider Drake Chavez Park as a potential location for the cultural center, though other locations will be considered.
“The challenge is going to be with projects like this, a lot of times they don’t become a reality because we’re not perfectly situated at the right time to make it happen,” Councilmember Suzie Price said in regards to funding from outside sources. “Hopefully we can get to a place where this is shovel-ready when those funds become available, and we don’t miss that opportunity.”
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