by Max Marbut
Staff Writer
Jacksonville’s Puerto Rican Parade has become such a success, its popularity is creating some unexpected challenges for organizers. The third annual event is slated for Sept. 22 and based on last year’s attendance, the City has determined the only venue that can handle the projected level of participation is Metropolitan Park, the site of other major annual gatherings including the Jacksonville Jazz Festival and the World of Nations celebration.
According to Nilda Alejandro, president of the Council of Spanish Speaking Organizations, Inc., the organization was formed to promote Jacksonville to the Hispanic community as a place to live, work and own a business. She said many relationships have been formed and this year’s parade and festival will bring as many as 1,000 Hispanic dignitaries and business leaders to Jacksonville.
“The first time we had the parade, it was at Hemming Plaza and about 3,000 attended,” said Alejandro. “Last year, the parade ended at Confederate Park and there really wasn’t much of a festival. This year, we are anticipating as many as 10,000 people will attend the parade and the festival.”
She credited the growth of the event to the rapidly-growing Latin population in North Florida and pointed out that Hispanics account for 15 percent of Jacksonville’s residents.
“The economic health of Puerto Rico and Jacksonville are closely linked. Puerto Rico is Jacksonville’s largest trading partner with more than a third of all cargo moving through Jacksonville’s port either originating from or bound for the island and more than 70 percent of the trade between the United States and Puerto Rico moves through Jacksonville,” said Alejandro.
She said another reason the event is so well-attended is that it is designed for families and no alcohol is allowed at the festival.
The bill from the City for last year’s parade and festival held at Confederate Park was less than $2,000. The 50-percent deposit for the Metropolitan Park staff labor fee for next month’s event is $2,000.
The City’s Special Events Department is projecting the total for park fees, the Jacksonville Sheriff’s Office, Jacksonville Fire & Rescue and a “concession buyout fee” (projecting 5,000 attendees) will come to a total of $13,500.
Alejandro said her projected budget including entertainment expenses is close to $25,000. So far, she has secured $5,000 in sponsorships and is looking for an additional $20,000 from businesses or other donors to pay the bills for this year’s event.
Theresa O’Donnell-Price, the City’s director of special events, said the challenges faced by Alejandro and her organization are good challenges to have in terms of creating an event that quickly grows in popularity.
She also said being a not-for-profit organization does give Alejandro’s organization an advantage in producing the event, since the City is charging the group only $100 to rent Metropolitan Park for the event. The group also received a $3,500 grant from the Tourist Development Council for this year’s parade and festival.
O’Donnell-Price added that last September, City Council enacted an ordinance that consolidated all the permitting and special services arrangements through her department, creating what she called a “one-stop shop” for anyone who wants to promote a public event on City property.
“That means promoters don’t have to search out and visit the five or six different agencies it takes to make something happen on this scale. People don’t realize what’s involved when they are planning a special event,” said O’Donnell-Price.
Pat Corda is the director of the Winn-Dixie Hometown Gator Bowl Parade. She has produced more than 20 of the New Year’s Eve events that are an annual prelude to the college football classic. Corda said the event would be impossible to present without the services provided by JSO and JFRD including closing streets to traffic, controlling the flow of pedestrians and making sure medical personnel are readily available.
“Any time you have a parade, safety is always the most important factor. There are vehicles involved and people will get excited and run out into the street.”
Corda said having a parade that attracts thousands of spectators requires months of planning and coordination with City service providers. In addition to police and paramedics, just cleaning up the area after the size crowd a parade and festival draws is a major undertaking.
“There are hundreds of details that go into staging a parade. We begin planning the next year’s show the first week in January,” said Corda.
Despite the challenges created by the event’s popularity and the short time before the parade is scheduled to roll down the street, Alejandro said she and her committee of 10 people are confident Jacksonville will celebrate the third Puerto Rican Parade and Festival next month.
“I believe the Hispanic community will come together. We will have this event one way or another. We just need more sponsors.”