The 8th annual Target Feria de la Familia was a huge success: 15,000+ attendees; 100 volunteers; 95 staff members; 80 performers; 25 Target team members; a dozen suppliers (including our friends at Jarritos); eight vendors; two co-sponsors (Toyota Financial Services and First 5 LA); two producers; and our founding title sponsor (Target) — all coming together for one common cause: supporting youth and families in East Los Angeles.
On Sunday, September 22, 2013, thousands of families enjoyed and celebrated the sounds, sights, and traditions of Latino art and culture at Plaza de la Raza. Highlights of the Target Feria de la Familia included:
- Music and dance performances on Target Stage in Lincoln Park
- Art activities for youth in Plaza’s courtyard and patio
- Storytelling, puppets, and songs in the Margo Albert Theatre
- Performances on the Willie Velasquez Outdoor Stage
- Coloring activities sponsored by Toyota Financial Services
- Family reading garden with First 5 LA and Jumpstart
- Film series presented by Latin American Cinemateca
- “Arts Plate” bus presented by California Arts Council
For a full schedule of this year’s event, click HERE.
This year’s event began with Plaza’s talented Youth Rock Band, Youth Folklórico Ensemble, and Youth Mariachi Ensemble. Afterwards, the music heated up with acts like Cindy Ortega, Cuicani, BombaChante, and Grammy Award-winner Quetzal.
Months in advance of the 2013 Feria de La Familia, a 54’5″ x 31’4″ billboard banner was placed at the entrance of Plaza de La Raza facing the busy streets of Mission Road and Lincoln Park (nearly 5,000 vehicles drive by each of these intersections daily), and several local merchants posted promotional posters and distributed copies of the festival guide. During the month preceding the Feria, postcards promoting the event plus one issue of Plaza’s quarterly newsletter that mentioned it were each mailed to over 8,000 households. Preceding and during the event, 2,500 copies of the activity guide were distributed. Onsite signage provided additional exposure and enhanced the attendee experience.
This year, Plaza’s social media kicked into high gear six weeks in advance of the event. During this time, Facebook posts alone reached 114,818 views and hundreds of shares. On Twitter, posts were retweeted over 1,500 times. Plaza launched its inaugural Instagram account, now attracting hundreds of followers and generating nearly 1,000 tags on photos uploaded by other users. On YouTube, Plaza received thousands of views on its channel.
- — Dedicated e-blasts were sent to over 20,000 opt-in Plaza supporters and producer subscribers.
- — Promoted in advance and on the day of the event on Plaza’s website (visitor traffic is over 15,000 per month) and through the following social media accounts, which further extended awareness about the event, its supporters and Plaza by hundreds of thousands:
- Facebook: combined venue, producer and band pages reached over 50,000 fans and friends
- Twitter: combined venue, producer and band accounts reached nearly 20,000 followers
- Instagram: combined venue, producer and band accounts have over 6,000 followers