Donna Reiner has written many articles over the years for the Arizona Republic and others about Phoenix history and memorials. She is a regular contributor to our newsletter. This month Donna tells us about the Fiesta del Sol. Long before the pride parade and all the other fun that we have parading ourselves around, this event was the big one in the valley
Reg Manning, an Arizona Republic photographer and artist, lamented in an October 1937 column that Phoenix had been a “dead pan” city for years. But he sensed that things had begun to turn around first with the Dons Club Superstition Gold Treks, then the recent initiation of the Jaycee Rodeo earlier in 1937, and finally the Chamber of Commerce was about to kick off the Fall visitor season with a three-day event: Fiesta del Sol!
Yes, this was going to be huge. Sponsors had acquired the loan of 3000 costumes from Hollywood studios that residents could rent for a nominal fee. The Arizona Republic provided suggestions on how one could make their own costume. The streets would be decorated, along with cars, and even some homes.
Downtown stores were encouraged to decorate in a Spanish motif particularly using the colors of red, yellow, and green. Employees gladly dressed up during Fiesta Week just as they had for Rodeo Week. All this community engagement was intended to create a dynamic atmosphere.
The Chamber of Commerce had even gone so far as to commission a painting by local artist David Swing. Titled “Fiesta,” it was hung in the chamber’s building in August and then given to Phoenix Junior College.
Of course, there was a parade which travelled along Washington Street. Floats with masked young ladies vying to be crowned queen of the Fiesta, horse riders in Spanish attire, and wagons filled with costumed people and so much more. The streets were packed with attendees.
Outdoor evening activities included street dancing and “Casa Manana” under a tent at Central and McDowell that the chamber planned to transform “into an artificial Spanish garden with splashing fountain, palm trees and myriads of colored lights.” Music for dancing was to be provided by Phil Harris and his orchestra. While that name may not ring a bell, this group played for Jack Benny on his J-E-L-L-O radio show and was quite well-known by radio listeners.
Officials from the Tournament of Roses Parade attended that first year and complimented the Chamber of Commerce suggesting that Fiesta del Sol could become a “major national attraction.” The following year, the Thunderbirds was formed as part of the chamber. Its initial task in 1938 was to manage all aspects of running Fiesta del Sol.
And there is no doubt that coverage in the November 1938 Arizona Highways helped create a bigger buzz about the event which was purported to be larger than the first year. The 1940 edition of the parade saw it moved to traveling south on Central Avenue. Casa Manana was held at the Shrine Auditorium and there were multiple dance spots throughout the festivities, some indoors and some in the streets.
Unfortunately, the 1941 Fiesta del Sol was the last ever held. Reg Manning, if he were alive, might wonder why we are in a “dead pan” state again.
