By Elia Esparza
L-R: Moctesuma Esparza, Mike Gomez, Jerry Velasco, Apollonia Kotero
Not too long ago, the City of El Monte (a Los Angles suburb and one of the major cities in the L.A. County) elected a new City Treasurer, and while we normally don’t cover local politics, it just so happens that the individual in the spotlight is none other than Jerry Velasco, someone well known in the Hollywood community.
Jerry venturing into politics representing his hometown of El Monte is a match made in heaven. Few may remember but there was a time back in the 1950’s, 1960’s and early 1970’s when this little city was considered a second entertainment capital next to Hollywood, which is in the county of Los Angeles. El Monte was especially popular with live TV programming and live performance events/concerts. And there were no racial barriers as to who performed (Anglo, Black, Latino). El Monte was a place where everyone could put aside his or her prejudices. I don’t think the City of El Monte really understands what an asset having someone like Jerry Velasco in its corner.
Prior to his venture into politics, Jerry was and continues to be a popular and effective activist for the nonprofit organization, NOSOTROS, which was founded by late legendary actor Ricardo Montalban in 1970. As head of NOSOTROS, Jerry fought hard for more diverse casting in film and television industry, pushing tirelessly to help Latinos break through casting and stereotype barriers. Velasco pushed hard to eradicate the casting of Latinos in negative roles. His efforts and that of NOSOTROS made a dent and through the years, other organizations surfaced to fight the same battles for more diversity. One of the greatest accomplishments Jerry achieved was when at the last moment he convinced the City of Los Angeles to give him and Ricardo Montalban an opportunity to bid for the 1,200 feet historic Doolittle Theater in Hollywood. The theater was going to be sold to a winning nonprofit performing arts and education organization. But the city had pretty much closed off the application process—it was November around Thanksgiving and the City would be making their selection in early January 1999. Jerry secured an emergency LA city council meeting and after a passionate presentation by Montalban and Jerry, the city gave NOSOTROS three weeks to submit their business plan for the theater. No Thanksgiving holiday that year. Jerry pulled together a team with the assistance of NCLR and shortly before Christmas, presented their business plan to the satisfaction of city officials. NOSOTROS was in! Still the odds of winning the property bid was a long shot but not impossible because today the Ricardo Montalban Foundation Theater is a testament of Jerry Velasco’s determination to keep his best friend, mentor and idol’s legend alive for decades to come.
I asked Jerry how he was going to fuse his experience and contacts in helping the City of El Monte as Treasurer. “The arts have always been important to me,” he said, “it brings culture, unites families, takes the kids off the streets and help to bring out talents they may not even known they had. It helps our constituency and the city because a well coordinated city arts program will generate revenue, taxes and tourism.”
Jerry said that with over 69% and growing El Monte Hispanic population and how the city is credited with being the birthplace of interracial TV and live performance variety shows, he’s the right man as treasurer because entertainment generates opportunity for city, county, state and federal funding resources and let us not forget corporate funding he has access to.
After spending over 30 years of working in entertainment, first as an actor (The Jerk (81’), Boulevard Nights (’79), and The Streets of L.A.) and then as an entertainment community activist and as producer, public relations consultant and talent management. So it is no surprise that at Jerry’s swearing in many of his celebrity and political friends came out to stand by him, as he had stood by them at one time or another. There is no doubt that even Ricardo Montalban who had been a father figure, best friend and mentor was present in spirit.
Of the dozens of celebrity endorsements, Jerry received, this one seems to capture it best: “From the entertainment industry now to politics, Jerry has a passion for fighting for our rights and for what is right. He does so with such passion and conviction. Congratulations El Monte. You are in great hands!” said broadcast journalist, Giselle Fernandez.
Back when El Monte was a mini-entertainment capitol in the 1950’s, many of the TV variety shows were produced at the American Legion Stadium in El Monte. When rock & roll shows were all the rage and very controversial, many shows were forced out from the city of Los Angeles because of police pressure, most ended up at the El Monte American Legion Stadium, which was just outside of the L.A. city limits. El Monte was the happening place to be for teenagers of the 50’s and 60’s.
“The Beatles and the Beach Boys,” said Velasco, “were seen on TV via satellite at the American Legion in 1964. Cheech Marin of Cheech and Chong fame was an El Monte denizen.” Other main headliners included The Platters, Johnny Cash, The Commodores, Earth Wind and Fire, Stevie Wonder, the who’s who of rock and roll performed live in El Monte. And the credit to all of these amazing performances goes to radio DJ personality Art Laboe.
Velasco was sworn in by his good friend former Secretary of Labor, Hilda Solis and actor Mike Gomez. Also present were past U.S. Ambassador to Mexico, Julian Nava, L.A. College Trustee Mike Eng, former Congressman Esteban Torres, actress Apollonia, and many other community, corporate and artists.
“Jerry Velasco is a coalition builder who believes in neighborhood empowerment,” said Mike Eng. “He believes that when people of all ages, all walks of life, every ethnic group come together in multi-ethnic, grass roots, neighbor to neighbor cooperation, that’s when democracy works best.”
El Monte Legion Stadium
Jerry Velasco, actor, producer, entrepreneur, social activist, arts advocate and 26-year El Monte resident brings a lot to his new role. He is dedicated to making a difference, and is known for his humanitarian work on social issues, labor and workers’ rights in the U.S. Labor movement and the entertainment industry. When asked why he felt his entertainment experience would help him as an official in El Monte, he said he is determined to reignite the spotlight back on a city he loves and admires.
“It took a lot to get the first TV prime time Latino awards show produced,” said Velasco, “But Ricardo Montalban and I were able to produce the NOSOTROS Golden Eagle Awards and it was a yearly event up until the last couple of years of Montalban’s life.”
Velasco said he fought many battles in Hollywood and while he didn’t win all of them, he won enough to make a difference.
We need more people in political life like Jerry, one who cares about fairness, justice, culture and art. Jerry Velasco is a true acting public servant, with culture, grace and generosity,” said United Farm Workers’ icon Dolores Huerta.
According to his many supporters, Velasco has a gift and a passion to make things happen. He has been immersed in the entertainment industry, and so has the City of El Monte.
“Jerry Velasco has long been an important leader in the community, including the entertainment community, and we are now so lucky to have him as a civic leader since his election as Treasurer in the city of El Monte. Thank you, Jerry, for making Southern California a better place in the twenty years that I’ve known you!” proclaimed Ed Begley Jr.
Yesterday, Jerry Velasco along side of Ricardo Montalban moved mountains so that more Latinos and others would gain employment both in front and behind the camera. Today, he is city Treasurer of El Monte, CA, and through his programs and vision more jobs will open up as the revenue streams in. Tomorrow, who knows, maybe he’ll succeed in putting El Monte back on the national limelight as a city hosting the best of performing arts concerts, producing live televised shows and the second entertainment capital of the world next to Hollywood, just might be El Monte as a result of this man’s vision for the arts.
Jerry Velasco, Jimmy Smits, Mike Gomez
“Through his long-term association with the NOSOTROS organization Jerry has been a beacon of light representing positive change for Latinos in the world of Entertainment,” said actors Jimmy Smits and Wanda De Jesus. “He has always been dedicated, hardworking, diligent and it has been a pleasure watching his career evolve.”
There was once a time when the Coachella Valley was only known as the agricultural area where Cesar Chavez and the United Farm Workers union staged strikes and protests. Then some visionary thought it was the perfect location to host an annual event – the Coachella Valley Music and Arts Annual Festival – I can’t even imagine what is spinning in Jerry’s head to make El Monte the mini-revenue-generating-mecca it once was in entertainment.
“It’s not just about entertainment,” said Jerry. “It’s about the revenue and jobs it can generate for El Monte. It’s about the educational and social service programs it can help fund for our citizens—children, adults and seniors!”
Remember, it’s not just any city treasurer we’re talking about here its Jerry Velasco, a man with positive vision and a giant heart.
To read the complete list of supporting quotes for Jerry, please CLICK HERE.
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