In April, an anonymous tip alerted Liliana Robertson, manager of Cielito Lindo, to a severe problem. Employees were reportedly taking cash from the renowned Mexican American restaurant, nearly a century old and situated on Olvera Street. Records indicated up to $600 vanished per shift, leading to multiple employee dismissals. This forced Robertson and her cousins to close the restaurant temporarily on May 12 due to staffing shortages and electrical problems.
Cielito Lindo, established in 1937 by Aurora Guerrero, Robertson’s great-grandmother, is famous for its taquitos with avocado salsa. Over the decades, this marigold-yellow stand served tourists, sports fans, and late-night patrons. However, declining visitor numbers and rising costs have threatened its survival, along with other Mexican-owned businesses on Olvera Street.
The Historical Significance of Olvera Street
Olvera Street, where Los Angeles was founded in 1781, has long been a cultural landmark. In the 1920s, socialite Christine Sterling was moved by its deteriorated condition and campaigned successfully to transform it into a hub celebrating Spanish and Mexican culture. Her efforts led to the revitalization of the area, attracting thousands by the 1930s.
Sterling invited local businesses to the street, including Cielito Lindo and La Luz del Día. The latter was purchased by Jesus “Jack” Berber in 1941 and remains managed by his grandson, Gregory Berber. Like Cielito Lindo, it struggles to stay open amid declining foot traffic.
Challenges Facing Olvera Street
Before COVID-19, Olvera Street welcomed up to 2 million visitors yearly. Currently, that number is significantly lower, around 300,000 to 500,000 annually. Many businesses close early due to reduced customer presence. Legacy businesses have shut down recently, including La Golondrina, due to arrears and other pressures.
Security concerns and structural issues also pose challenges. The city owns the El Pueblo Historic Monument site; while it maintains the streets, tenants bear the rent and structural upkeep, leading to costly repairs.
Efforts to Revive the Area
Domenika Lynch, hired to manage El Pueblo in October 2025, aims to rejuvenate Olvera Street with a focus on cleanliness and safety. Cultural events like the El Pueblo de Los Angeles Heritage Festival during the World Cup aim to attract visitors. Mercado Night and Queer Mercado are monthly events revitalizing interest in the area.
Merchants hope sharing their heritage stories online will draw tourists. Gregory Berber uses platforms like Reddit to engage potential visitors. Lynch collaborates with the city to help vendors manage debts, with past rent forgiveness noted as insufficient on its own.
For Berber and others, preserving Olvera Street is a matter of cultural stewardship. They strive to ensure the survival of this historical site, a testimony to Los Angeles’s diverse roots.