President William McKinley and First Lady Ida McKinley at La Fiesta de las Flores, 1901.

Though founded September 4, 1781 the tiny pueblo of Los Angeles featured little assets to lure large numbers of migrants westward looking to call it home. Population grew slowly for its first 90 years; starting with 44 residents at its founding, the hamlet counted only about 5,700 in 1870. It appeared to have little to offer new residents; located inland, it lacked a harbor, forests, major travel routes, or even much of a river, which appeared mostly as a trickle in dry months and only exploded during immense rains. After the city was connected to the transcontinental railroad in 1876, aggressive booster campaigns doubled or even tripled its population every decade for the next 50 years. One of the most successful ideas, the Fiesta de Las Flores, also known as the Fiesta de Los Angeles, publicized its fertile lands and romantic Spanish history in colorful, extravagant parades which lured tourists to consider residing in the flourishing community.

After a major United States depression in the early 1890s which virtually halted tourism and depressed business around Los Angeles, Max Meyberg, President of the city’s Merchants and Manufacturers’ Association, suggested a grand fiesta in spring 1894 to celebrate the city and its virtues. Owner of the successful crockery store the Crystal Palace, former President of the Metropolitan Loan Association, and Prussian immigrant, Meyberg fell in love with the area after migrating in 1875, and lavishly praised Los Angeles and environs for welcoming him and other strangers to start anew. Continue reading →