In 1937, an Arizona Republic column called Phoenix a 'dead pan' city. The Chamber of Commerce's three-day Fiesta del Sol brought the city to life.
Reg Manning, an Arizona Republic photographer and artist, lamented in an October 1937 column that Phoenix had been a “dead pan” city for years.
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. Of course, there was a parade, which traveled along Washington Street. Floats with masked young ladies vying to be crowned queen of the Fiesta, horse riders in Spanish attire, wagons filled with costumed people and so much more. The streets were packed with attendees.
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.
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