When Sterling first encountered the area now known as Olvera Street in 1926, it was a neglected alleyway marked by deteriorating buildings and slated for demolition, including the historic Avila Adobe, Los Angeles’ oldest standing residence dating back to 1818. Motivated by a desire to preserve California’s heritage, Sterling and several advocates campaigned to rename and revitalize the street after Agustín Olvera, the first county judge. Their vision sought to transform the area into a vibrant social and commercial hub celebrating Spanish and Mexican culture.
After securing approval from the City Council in 1929 and closing the street for renovations, Sterling’s efforts, supported by city engineers and prison laborers, rapidly reshaped the area. Improvements included tile floors, tree plantings, street grading, and vendor stalls. Olvera Street reopened on Easter Sunday 1930, drawing thousands of visitors and establishing itself as a center for Mexican artisanship and tourism throughout the 1930s.
Over subsequent decades, Sterling encouraged local merchants to establish businesses along the street. Notable enterprises such as Cielito Lindo and La Luz del Día trace their origins to this period. For instance, Maria Guerrero, who started selling taquitos from a cart to railroad workers in 1934, opened her restaurant on Olvera in 1937. Jesus “Jack” Berber acquired La Luz del Día grocery store in 1941, and under Sterling’s guidance, transitioned it into a restaurant with his cousin Pancho Cazares in 1959. The business is currently managed by Berber’s grandson, Gregory Berber, who assumed leadership in 2008 when Olvera Street remained a lively destination.
Today, many longtime businesses on Olvera Street face severe challenges amid a substantial decline in foot traffic. Before the COVID-19 pandemic, the street attracted between 1 million and 2 million visitors annually, but this figure has since dropped to an estimated 300,000 to 500,000. The reduced patronage has forced some vendors to close, including La Golondrina, which shuttered in 2024 following maintenance issues and sizable unpaid rent. The well-known burro stand near the entrance also faced eviction earlier this year.
Merchants attribute the downturn to a combination of factors preceding the pandemic, including fewer workers in nearby federal offices, an increasing homeless presence, immigration enforcement actions, and protests downtown. This sequence of events disrupted business recovery and diminished the street’s appeal to tourists and locals alike. Gregory Berber reported a sales decline exceeding 50% since the pandemic’s onset, leading to layoffs and financial strain. Many tenants are behind on rent and struggle to cover upkeep costs for aging properties. Although the city owns the 44-acre El Pueblo Historic Monument encompassing Olvera Street and maintains the streets, vendors bear responsibility for rent and building maintenance.
Merchants have also expressed safety concerns related to the nearby homeless population, some of whom have experienced mental health crises, occasionally causing disturbances. In response, El Pueblo management coordinates with the Los Angeles Police Department to increase security patrols and maintain public order.
In October 2025, Domenika Lynch assumed management of El Pueblo and outlined plans focusing on improving safety, cleanliness, and visitor engagement. She highlighted upcoming cultural events such as the inaugural El Pueblo de Los Angeles Heritage Festival scheduled during the World Cup, aiming to attract global attention and establish an annual tradition. Additionally, initiatives like Mercado Night and Queer Mercado seek to introduce diverse programming and draw broader audiences.
Lynch is also pursuing new tenants to diversify the retail and service offerings in response to criticism about the area’s homogeneity. She is collaborating with city officials to explore financial support measures, including rent debt relief and adaptations to modern business practices, such as moving beyond cash-only transactions.
Legacy business owners emphasize the cultural significance of maintaining their establishments as custodians of immigrant Mexican heritage. Gregory Berber, who recently gained renewed attention through a widely viewed social media post, stressed the importance of public awareness in sustaining Olvera Street’s legacy.
Despite ongoing hardships, merchants and management remain committed to revitalizing Olvera Street as a historic and cultural landmark integral to Los Angeles’ identity.