[Noozhawk’s note: One in a daily series leading up to Old Spanish Days Fiesta.]
As we celebrate the 100th anniversary of our community Fiesta, we wanted to take a moment to look back at the very first Old Spanish Days and how it came to be.
The seeds of Fiesta were planted in June 1924. A committee was formed to organize a Summer Festival.
That first festival focused on three points: Community arts, the old Spanish traditions of Santa Barbara, and the carnival spirit of all peoples.
With that basic outline, the decision was made by “The Committee” to proceed to inaugurate the first Old Spanish Days festival during the summer of 1924.
The hope was to learn during that first Fiesta what should be done to make the event a permanent Santa Barbara feature.
And, as we come together this year to celebrate Fiesta during this centennial year, it seems like “The Committee’s” initial plan succeeded.
The Committee
The first Old Spanish Days committee meeting was held at 2 p.m. June 1, 1924, at 936 Santa Barbara St., at the corner of East Carrillo Street where today’s multistory building houses Investec and the offices of Price, Postel & Parma LLP, Santa Barbara’s oldest law firm.
Although not in attendance at the early meetings, Francis Price later would serve as El Presidente of Fiesta.
At the conclusion of this first committee meeting, Charles Pressley was elected chairman of the committee.
Others in attendance at that first committee meeting: Mr. MacFadden (presiding), Mr. Dalzell, Mr. Gladwin, Mr. MacLennan, Mr. Martinson, Mr. Paul, Mr. Phillips, Mr. Pressley, Mr. Terry, Mr. Vernon and Mr. Whitney.
Two days later, on June 13, a special executive committee was held to select the committees and committee descriptions for the upcoming festival being planned with just two months of lead time.
A board was selected, and several committees were established, including Pageantry, Beach, Sports, Aviation and Finance.
What to Wear
Leading up to the first Fiesta, the local committee reached out to stores in San Francisco and Los Angeles to persuade them to bring costumes to sell in Santa Barbara during the week of Fiesta.
San Francisco stores included Norman’s and Goldstein Co. One store said it was also furnishing clothing for Monterey’s planned Serra Festival.
Norman’s had dressed townspeople for the Carmel Mission Pageant in 1922 and the “Nig Coronation Pageant” of the Dons of Peralta at the Oakland Auditorium in 1923.
From Los Angeles came the Temple Costume Co. with Spanish clothes, including boleros, sashes and pants with the outfits priced at $20-$25.
The Participants
Interest in Santa Barbara’s Old Spanish Days grew as the inaugural festival approached.
A letter dated July 25, 1924, was received by the Santa Barbara Chamber of Commerce from Mr. J.W. Zorrequiños of Alhambra.
Zorrequiños said he represented the orchestra, singers and dancers from the famed “Mission Play” that performed for many years at the San Gabriel Mission Playhouse across the street from California’s fourth Spanish mission.
The letter inquired as to who was organizing Santa Barbara’s Spanish Fiesta Week.
Local participation is key to any community festival, and in late July 1924, letters were sent by the Old Spanish Days Pageant Committee to multiple local organizations inviting them to participate in the first Fiesta parade.
Among those organizations to receive invitations: the American Legion’s Santa Barbara chapter, Fraternal Order of Eagles, Rotary, Scots Lodge, Order of DeMolay, Elks Lodge, Masonic Lodge, Knight Templar, Odd Fellows Lodge, Maccabees and Modern Woodmen of America.
The first Fiesta parade was scheduled for 11 a.m. Saturday, Aug. 16, 1924. It was estimated to last some two hours and was held at the beachfront.
Event attendees included Dr. Charles F. Lummis of Los Angeles, who had done so much throughout our state to keep alive the history and historic buildings of early California.
The renowned 30-piece band Sig. Ferullo was lined up to perform for $2,300.
Prominent citizens with expertise were asked to head up the Old Spanish Days Fiesta committees.
Earle Ovington, who had piloted the first official airmail flight in the United States, was asked to head the aviation committee and program.
James Slaynaugh was asked to form a bicycle parade in conjunction with the grand parade.
For years, Fiesta was scheduled to line up with a popular play at the Lobero Theatre. In 1924, the first Lobero play ran Aug. 12-17 while Old Spanish Days ran Aug. 14-17.
The theater had recently completed a major renovation and the first community Fiesta helped to celebrate this grand reopening.
Later, these plays moved to the football stadium at Santa Barbara High School and then to the Santa Barbara County Bowl.
The Letters
On June 3, 1924, Mr. MacFadden wrote a letter to Bernhard Hoffman, the father of architectural planning in Santa Barbara, inviting him to be on the Honorary Old Spanish Days Committee and noting that the hope was “for an annual event that would take on national significance. And finally, the town’s people are beginning to feel that the Community Arts has some a direct relationship with the common man.”
On June 28, 1924, there was a further letter to Langley J. Goodman, known for his distinctive floral decorations and a master designer of floats.
Fiesta Committees
At a June 1924 committee meeting, Prima Vera Association representative Mr. Rickard said they had operated a spring event for years and were in debt $3,200. They offered the good will of their members and committees, plus some 2,200 flags and banners, and a great deal of orchestrated Spanish music and fun to the festival, if the festival assumed its $3,200 debt.
In closing the July 7 minutes, Mr. Pressley said, “Remember Speed, Accuracy, Courtesy and Cooperation. Appoint to your committees anyone you feel will help. You are responsible for the work of your committee. If your job goes over with the right spirit, the Fiesta will be a success. The spirit behind us all is carnival, spontaneity and enthusiasm. We create that spirit in the measure by which we afford channels for its outlet. Your committee has such an outlet. We count on you to open it and keep it free and clear.”
Initial Committees
Aviation Committee — Earle Ovington, chairman. This committee will furnish airplanes during the week of Old Spanish Days.
Sports Committee — Harry C. Smith, chairman. This committee will arrange a complete sports program for the entire week and make every attempt to have as many events as possible open to novices.
Beach Committee — W.P. Butcher Jr., chairman. This committee will arrange all events on the beach and water.
Pageant Committee — Hamilton MacFadden, chairman. This committee will arrange the entire pageant, including street dress and pageantry.
Dance Committee — W.G. Paul, chairman. This committee will have charge of all carnival, street and other dancing held during the week of Fiesta.
Program Committee — Byron Terry, chairman. This committee will arrange the timing of programs and will maintain a time schedule for all events.
Amusement Committee — Mr. Churchill, chairman. This committee will work with the professional amusement houses and arrange for the finest program.
Advertising and Publicity Committee — J. William MacLennan, chairman. This committee will take care of all advertising and publicity.
Transportation and Hotels — Robert McCabe, chairman. This committee will arrange all hotel accommodations, railroad rates and hotel decorations.
Purchasing Committee — Jack Potter, Sidney McFarland and Miss L. Hubbart. This committee will arrange for the purchase of all accessories used in the pageant. All purchases for the various committees should be OK’d by the Finance Committee.
Reception Committee — C.M. Anders, chairman. This committee will work with all committees and welcome guests and noted visitors and do everything to make them comfortable during the week.
Stunt Committee — Harry Ewald, chairman. This committee will provide the clown and unusual characters for all occasions.
Ladies Committee — Mrs. E. M. Fillmore, Mrs. R. Figg-Hobl, Grace Southwick and Miss Jane Poulson. This committee will work closely with all committees.
Decoration Committee — Starr Gruner, chairman. This committee will coordinate decorations on the streets, store fronts, window displays, grandstands, and places where decorations and posters are desired.
Prize Committee — James E. Sloan, chairman. This committee will arrange for the distribution of prizes and secure judges.
Hosting Committee — Miss Bertha Rice, Recreation Center, Mr. K.L. Jones, YMCA and E.F. MacDonough, Chamber of Commerce. This committee will work with the Hotel and Transportation Committee and should arrange to list rooms in private homes, houses, etc. for the accommodation of guests.
Research Committee — Ralph Kunkle. This committee will do research work and find out everything possible on the Old Spanish Days and will help all committees with a knowledge of Spanish history as applied to Santa Barbara.
With committees in place, with participants lined up, and with townspeople attired in rented costumes, the first Old Spanish Days Fiesta got underway in mid-August 1924.
This year, with committees in place, with participants lined up, and with townspeople attired in their Fiesta outfits, the 100th anniversary of Old Spanish Days Fiesta gets underway on July 31 and runs through Aug. 4. Click here for a calendar of Fiesta events.
¡Viva la Fiesta and Viva el Centenario!
