The Chinese New Year Parade

The Economy Hits The Chinese New Year Parade

At times when the economic future is fragile and uncertain, sponsors to the San Francisco Chinese New Year Parade, one of the city’s largest and most colorful events, are getting hard to find.

The two-week festival starting the year of the ox will start on Jan. 24, 2009 with the flower fair and end on Feb. 8 with the community fair. The parade will take place on Feb. 7.

As the Chinese New Year Parade Committee is preparing for the event, Karen Eng, the public relations representative to the organization said she is worried because the sponsors don’t get back to them on time.

“It’s hard to make the new sponsors commit as the old ones are leaving,” said Dave Thomas, the float builder for the entire parade. “We’ve lost some really big ones such as Ford, AT&T, and Washington Mutual.”

Some banks are not going to be sponsors for the 2009 parade because they either cut back on their expenses or they merged with other banks as is the case for Washington Mutual that recently merged with JP Morgane Chase.

“We are in a time of transition because we are merging with Chase so it has a lot of impacts on our expenses, and I don’t think JP Morgane Chase is going to invest on the parade at all,” said Washington Mutual Chinatown branch Personal Financial Representative Iris Tseng.

Bank of America used to get the most expensive package and is know debating on whether to keep the booth and the float or simply keeping the booth. “We have been doing that for years and we try to keep awesome,” said Eric Leung, the Chinatown branch manager. “Over here, we are fighting hard to keep it the way it’s been, but the headquarters are in North Carolina, and they don’t know how important the Chinese community is on the West coast.”

On the other side, some sponsors are still able to be part of the parade and won’t change their expenses habits.

‘We’ve always been really conservative on those practices so we’ll be sponsor this coming year as well,” said Hazim Elbgal, a sales manager at Bank of the West. “Our expenses habits have not really changed a whole lot because we are part of a big and stable group.”

Although not the main sponsor of the parade, the San Francisco Hotel Tax Fund finances Grants for the Arts which, in turn, gives out $78,000 to the Chinese New Year Parade, according to a report Grants for the Arts publishes every fiscal year. “The economy has affected us a great deal so we have to start prioritizing and lower the amount of money we give to some events,” said Khan Wong, the senior program manager at Grants for the Arts. “For this fiscal year, it should still remain intact.”

According to their report, Grants for the Arts spent $14,779,334 for the fiscal year 2007-2008. “Almost one hundred percent of our funds come from the Hotel Tax Fund, which means from visitors,” said Wong. According to the report, overnight visitors pay a 14% city tax.

Grants for the Arts sponsors 226 organizations throughout the year and Wong said they wouldn’t be able to give the parade more in case the other sponsors don’t make up for the full cost.

Although the parade is not at stake, the Chinese New Year Parade Committee is worried that in future years it will not be as big, said Eng. “It’s more than just money,” she said, “it’s a moral obligation we have to the community.” “It involves so many people – over a hundred volunteers, kids, performers, dancers, artists, etc. – that I can’t imagine disappointing them.

Thomas said that if some sponsors couldn’t afford paying the full package that includes all the TV time, the booth, the float, etc., he would refurbish them from previous years so that the parade wouldn’t suffer from bad economy and the sponsors still have some representation on the day of the event. “They have been so involved for so many years that I think they still deserve to have a float out there,” said Thomas.

“I’m going to retire soon,” said Thomas, “but I don’t want to give my company for auctions because of the civic responsibility so I’m training someone who is going to be able to take over.” “It’s the same thing with the economy; we can’t disappoint that many people.”

However, Thomas and Eng say there is hope that the economy is actually going to help the parade in the way that companies need advertizing in order to get their credibility back. “The economy is bad; companies lost their customers because they were not trustworthy enough, so now they need advertizing to rebuild their market,” said Thomas.

“Some are cutting back slightly, but a few are buying bigger packages because they want to show that their companies are still in good shape,” said Peggy Kennedy, the marketing director for the parade.

The parade’s total cost is $750,000, said Kennedy. “But if there is any, the profits are put back into community groups such as Chinese Hospital, Chinatown YMCA, etc. and are also used to buy new costumes, a new dragon –about $25,000, and other units for the next parade.”


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The Chinese New Year Parade Float Maker Is A… “White Guy”

Dave Thomas was a 21-year-old pre-med student at De Anza College when he was drafted to Vietnam and eventually became a highly-decorated Vietnam War hero who is now making floats for the Bay Area parades, he said.

“I started off as a private and became a captain in 3years,” said Thomas. “That’s pretty unusual.”

Life decided otherwise for Thomas, who never became a doctor and has been making the floats for the Bay Area parades for 15 years. He is now 60 years old.

When he came back from the Vietnam War, he went back to college for year and then left to become a stock broker. He then did “dozens of self-employed jobs –one of them being running an adult bookstore,” he said.

In the 1980s, Thomas became a Kung Fu teacher in San Jose, he said. “I had about 50 students and we would do the Chinese parade but had to cover our faces with golden masks because we were white,” he said. “That’s how I started making things.”

“One day the parade directors called me up for a meeting, and I was pretty sure they were kicking us out, said Thomas. “In fact, they just asked to build a couple of floats and every year I would get more and more.”

Thomas said since there is no float-making school he started off by doing “shameless copying.”
Thomas said that when he started, there were five float making companies in the Bay Area but that he’s managed to be the only one remaining thanks to his business skills. “I try to keep it simple,” said Thomas. “For example, there is only a couple of kinds of screws so that we don’t waste time looking for what we need –it’s right there.”

Being the only one in the Bay Area making floats Thomas said that the parade organizers “couldn’t afford to lose” him.

Thomas said he sees everything as potential floats. “That’s the way I see the world,” he said. “It sometimes becomes very tiring.” “I get up in the middle of the night at 3 a.m. and sit up straight and yell two magic words,” he said. “Those are the words for my next float.”

Although Thomas said he likes his job, he also said “only unicorns can survive [it].” “My strength is my ability to get up every morning and face this stuff –that is not for simple people,” he said. “At first, it was a passion, and then it became a beat-down job because we grew so big.”

Thomas said he sees his job as a civic responsibility because the parade organizers trust him and the communities need him. “If I die tomorrow, they know what they got, but they don’t know what they took out of me,” he said. “I’m probably one of Chinatown’s best-kept secrets,” said Thomas, “because nobody wants to know that the white guy is making the Chinese stuff.”

Thomas said that he now made “more money than most executives in America.” He owns houses, apartments, hotels, and boats all around the Bay Area. “In San Jose, I’m know as the Real Estate guy; in San Francisco, I’m known as the float guy,” he said.

Thomas is now training a new person, Alison Lowe, to whom he will give his company so that the parades of the Bay can still have their floats as he is retiring in a couple of years.

“I have a lot of fun working with Dave, because he has a good sense of humor,” said Lowe. “And sometimes, we just get lucky ideas that I can’t picture myself but he has all this stuff in his head and it gets you thinking.”

Getting A Hold of The Chinese New Year Sponsors

There are a couple of problems that I’ve run into while interviewing people researching information for my next article. I’m currently working on the Chinese New Year that will take place in February 2009. There is a lot of material to cover so the quantity shouldn’t be a problem. However, the problems can be arranged in three different categories. First, there is always a language barrier since a couple of my sources live in Chinatown and don’t speak English very well. Second, the sponsors for the event are not all located in Chinatown, and I need to contact a lot of people that are not easily accessible. Third, the event is still pretty far off and information is still missing.

Some people in Chinatown speak English perfectly, some others don’t. I’ve noticed that most of the very knowledgeable people speak Chinese. They are the ones that have lived in the neighborhood the longest and that know all the anecdotes. However, this story is a little bit easier than the others because the people who organize the parade and the fairs are not in Chinatown (although very close) and speak English fluently.

The second difficulty that I’ve run into is the locations. Since the story will be about how much the sponsors will contribute to the event compared to last year, I need to talk to them. However, the sponsors are not all located in Chinatown; they are all around the city. Also, most of the sponsors don’t deal with sponsorship at the retail level. Most of them try to contact the right department, but everything takes a lot of time to process.

The third and last problem that I’ve run into is the fact that the Chinese New Year is in almost two months, and the organizers don’t know all the information yet. They are able to provide me with the big numbers but don’t have details about the event yet. Also, not all the sponsors have made up their mind on the amount they will put in for the event. Some of them seem to be willing to do the same as previous years, but others are trying to cut back. However, a lot of them are still undecided.

I just need to spend enough time going to the different parts of the city to gather the information. I also need to get estimates from the sponsors as most of them already have an idea of what they are going to spend. As far as the language, there isn’t much I can do, but –like I said– it’s been a lot better for this particular story.

Cynthia Yee, A Modern Chinese American Living For Her Community

Cynthia Yee, a fourth-generation Chinese American, is the first member of her family to live outside of Chinatown and still be very active in the life of her original neighborhood.

Yee is the owner and creator of the Chinatown Ghost Tours; she also works for Chinatown’s Merchant’s Association as the entertainment director for the Autumn Moon Festival. Yee is also a dancer and has her own team with which she performs for the veterans, universities, Asian American functions, etc. Besides, Yee partners with a magician and does really famous and mysterious tricks.

Yee first became a professional dancer when she finished high school in 1963. She then joined a troupe directed by Dorothy Toy, who lived in the same apartment building, said Yee. “Dorothy Toy was known as the Chinese Ginger Rogers. I was just a little girl, running up and down the stairs, and I always saw her travelling,” said Yee. “I was just amazed by her.”

“We travelled the world, all throughout the United States, all throughout Canada, the Caribbean, South America, Europe,” said Yee. “We were a hit in Europe because we were sponsored by the Scandinavian Airlines.”

“After travelling with her for about eight years, I got married,” said Yee. Yee then started doing charity work. She said she has been doing charity work for the last 10 to 20 years.

Yee is the cofounder of the Grant Avenue Follies along with three other ladies: Pat Chin, Ivy Tam, and Isabel Louie. Their goal is to entertain but also to educate people about the Chinese American influence in the 1930s.

Yee is the former president of the Chinese Hospital Auxiliary where her dance troupe started and where it rehearsals.

In the mean time, Yee got divorced from her husband with whom she has a daughter, Jecina. Jecina is now in her early thirties and has a three-year-old son, Colin.

In 2005, Yee was the recipient of a 2005 Jefferson Award, an honor established by the American Institute for Public Service in 1972 to encourage and recognize individuals for their achievements and contributions through community service.

Meanwhile, Yee moved out of Chinatown because she needed more space, she said. “We had a chance to rent a flat, which led us to move to Washington and Leavenworth,” said Yee.

In addition to the charity work she does with her dance troupe, the Grant Avenue Follies, Yee is involved in Chinatown’s business life. She owns and organizes the Chinatown Ghost Tours, which she leads on weekends at night.

“She is a very interesting and passionate woman,” said Sandra Paola Pedroza Velandia, a tourist from the Bay Area. “She is a great ambassador of the Chinese culture.” Perdoza said she likes the tour because it’s convivial and instructive.

Although Yee’s days are already pretty busy as they are, she said she also performs magic tricks with Robert Daley (Tamaka being his stage name), a magician, illusionist and storyteller.

“I became intrigued by magic about 15 years ago when I was doing an event for the On Lok Senior Center, raising money,” said Yee. “It was their first fundraiser, and I wanted to do a magic show.”

Since then, the tricks have evolved, and Tamaka and the Empress (Yee’s stage name) have paired together.

“The amazing part about being cut in thirds is that I’m an older person because younger people are more agile,” said Yee. Yee said she also has a tap dance trick where she makes a handkerchief dance with her.

“She is not too helpful with unloading the truck or packing things into the truck as she doesn't carry anything that is larger than her lipstick,” Tamaka said. “She doesn't help with driving when we tour because she doesn't drive on freeways.” However, Tamaka also said that she probably is the best partner in the business and that “the act loses a lot when she is not there.”

Yee, with Tamaka, cofounded the Linking Rings Performing Arts Group whose mission is to increase young people’s knowledge and emphasize positive skills so that they will become successful adults. They do this through stories, dance, and magic theatre, said Yee.

The team performed at the Wax Museum at Fisherman’s Wharf for a private party Nov. 23. Trevar Booker, a Fisherman’s Wharf restaurant manager, organized the party.

“I thought it was excellent,” said Booker. “The audience was well-received by Tamaka and his partner. She is really elegant and smooth; she really adds to the show,” said Booker, talking about Yee’s performance.

Yee is now working with a lady who is making a movie based on the Chinatown Ghost Tour. “There is a person who was so intrigued by Chinatown and the tour that she is writing a movie script,” said Yee. The movie will be based on facts that Yee gives during the tour.

Places of Interest in Chinatown

Agrandir le plan

This is a map of the most important places I've been to report on San Francisco's Chinatown. There are many more, but these are the most relevant.

The Fortune Cookie, A Chinese American Tradition

San Francisco’s Chinatown’s alleys to the Golden Gate Fortune Cookies Company, which has been making no less than 20,000 cookies a day for 45 years, said Kevin Chan, the nephew of the owner Franklin Yee.

This narrow and rather long shop located in Ross Alley employs three people who work from 8 a.m. to 9 p.m. every day of the week, making fortune cookies and wrapping them for special occasions, regular costumers and tourists.

Many people think that fortune cookies find their origin in China, but the reality is far from that. Indeed, according to the Fortune Cookie Co. Ltd., located in Britain, fortune cookies are the invention of the Chinese 49ers to make the life of those who worked on building the great American railways through the Sierra Nevada into California more colorful.

The Golden Gate Fortune Cookie Co. has passed on the tradition to two generations, said Chan.

The owners of the company would never tell their secret recipe for making the cookies, said Chan. However, the “good-luck cookies” are made of quite simple ingredients, such as eggs, flour, sugar, milk, butter and vanilla.

The secret mixture is put into a bucket that pours into a dispenser. Then the dough goes through a machine that doses the right amount of mixture for each cookie and deposits it on small round pans that spin around an axis. The cookies go around while baking and look like hosts used in catholic masses. Then someone picks them up while they are still hot to fold them while placing the so-important fortune inside.

Some of the round baked circles never get to be folded because the person in charge of that can’t go as fast as the machine that spins and bakes the secret paste. Those host-like cookies are then offered to tourists and customers, said Chan.

The shop offers a variety of cookies including regular fortune cookie, Big Almond ones, and flat chocolates. All of them are priced around $3.50 and $4.50 per bag of about 35 cookies, said Chan.

The factory, which opened in 1962, also bakes custom cookies on special orders beside their regular production. Those cookies are bought for weddings or parties but are also bought by companies that put advertising as fortune notes. The factory also produces French Adult cookies that contain “little spicy talking,” said Chan.

When entering the Golden Gate Fortune Cookie Co., people can smell the sweet scent of the cookies baking on the pans that fills the place with heat, hear the noise of the cooking machines, and customers and the owner chitchatting in Chinese.

Although the factory is not mentioned in most tourist guide books, tourists get to know the place through walking tours like the one that Susan and Betty Querengesser, who come from Canada, took. Betty Querengesser said it was “amazing to see how they make the cookies.” Her daughter, Susan Querengesser, said they wouldn’t have known about the factory if it weren’t for the walking tour.

Many tourists ignore the sign that says “Hello! If you take a picture please pay 50 cents. Thank you.” Chan said “it’s just as a tip.”

A tourist from Ontario, Canada, Terri Kalbfleisch, asked Chan: “You don’t burn your fingers”? “You tell me,” answered Chan, handing a cookie right off the pan to the lady. The cookies are in fact very hot and need to be malleable to be folded in the proper way.

SF Chinatown: Much More Than Just Cheap T-shirts

If tourists don’t intend to go to China anytime soon, Chinatown is the least expensive and fastest way to have a taste of the Chinese culture and businesses.

Although business owners complain that money doesn’t get into their registers as fast at it used to, Chinatown remains one of the most visited sites in San Francisco. In a 2004 survey conducted by the San Francisco Convention & Visitors Bureau, 51 % of hotel guests said they visited Chinatown.

However, the numbers don’t match with what the business owners say. “The business is not good anymore,” said Kee Fung Ng. “Tourists say they have no money.” Ng, who owns a Chinese art craft store on Grant Ave., says tourists used to leave his store with bags full of souvenirs. Now, Ng is about to retire and says it’s in part because the business is not running as well as when he started -30 years ago.

A business manager on Grant Ave. said the business had gotten slower over the past five years. “There were a lot less people at the Moon Festival than in the past,” said Ed Ng. Another retiring business owner, Quin Hsiao, said the business has gone done 20% over the past 30 years. Hsiao is now in the middle of a closing sale.

Jenny Fung, a part time worker in a shop located on Grant Ave., said about 80% of their income comes from tourism. “After summer it’s always slow and the business is not as good,” said Fung. “People think about it a lot before buying, and they buy only if it’s exactly what they want.”

“If we had to buy something it would really have to catch our eye,” said Pete Swanson, a 26-year-old newly wed on his honey moon coming from Minnesota. His 24-year-old wife, Mary Swanson, said their Chinatown budget would probably not exceed $50.

Rudy Guel, a 68-year-old tourist coming from El Paso, Texas, travelling with his wife said they didn’t really have a budget. “We’ve come here because our tour guide from yesterday said we could find $1.88 t-shirts and that they were the same quality as the ones at Fisherman’s Wharf.” The couple said they were just looking for a different experience and some good bargains since they don’t have a Chinatown in Texas.

By walking down Grant Ave. and staring at the entrance gate, most tourists miss the most authentic places of Chinatown. Indeed, most people never get to go to the multiple alleys that make San Francisco's Chinatown so unique.

Since most tourists stay only for a couple of days in San Francisco and only have a limited time in Chinatown, they limit themselves to the obvious. However, the alleys have a lot to offer. That is what owner and tour guide of the Chinatown Ghost Tours company talks about when she takes the most adventurous tourists out in the dark alleys. Indeed, Cynthia Yee, who created the business about four years ago, knows a lot of anecdotes about Chinatown’s most hidden places. “I started the business after a New Orleans trip,” said Yee. “I was just fascinated by their tours and I thought: what a perfect place for a tour; there is a lot of history to share.”

Yee’s family has always lived there, except for Yee herself who decided to move outside of Chinatown. Yee grew up in Chinatown listening to her father, uncle, and grandfather’s stories about the place. “Make a guess,” Yee said. “Spirits can’t turn left or right; what do people do to prevent the spirits from entering their home”?

Often, groups reach 12 to 25 people and they like to participate, said Yee. Yee said it’s better when there is a lot of people because when they throw the poppers to repel the spirits, it makes a lot of noise. The tour owner also knows a lot about the different businesses, the history of the underground and the neighborhood, and what goes on in the alleys at night and during the day when movie producers shoot The Pursuit of Happyness or some Jackie Chan stunt.

“Next time I go to Chinatown, I’ll see it with different eyes,” said Paola Pedroza, a 19-year-old tourist coming from Cupertino, California, who went on the Chinatown Ghost tour.

The Chinatown Ghost tour is not the only way –but perhaps the most educational– to visit Chinatown. Indeed, tourists can also go to the Chinese Cultural Center that hosts different exhibitions throughout the year –the current one being “Chinese Puzzles.”

There are other alternatives such as the Duck tours, the Grey line, or the Cable Car, and the Barbary Coast Trail, but these tours don’t focus on Chinatown and fail to show the public the authenticity of the second largest Chinese community in the United States.

Chinatown's Starter Kit

Entering San Francisco's Chinatown is like walking into another city. San Francisco stops at the Chinatown Gateway.

The architecture is so different from the one in the rest of the city that if people spend enough time in Chinatown they can forget they are in the Golden City. The houses –for the most part–resemble the ones in China. The lamp poles are also part of the landmarks.

This “city” within the city by the Golden Gate functions at a different speed and rhythm. It’s almost like Chinatown never sleeps.

Early in the morning, middle-aged people go to work, walking rather fast in the middle of a surprisingly big crowd of elderly people, who shop for groceries and talk on the sidewalks of Stockton Avenue.

By 9 a.m., lines are forming at the bakeries –especially at the Far Eastern Bakery and the Golden Gate Bakery, where older people talk about local gossip while waiting for their favorite pastries, such as the husband and wife cakes.

At midday, Chinatown doesn’t get any less busy. Tourists start arriving on Grant Avenue to see something different –something exotic that they’ll never see in other parts of the city.

Oftentimes, tourists walk around but are not as good buyers as they used to be, said Kee Fung Ng, an art business owner on Grant Avenue. “In the past, they would leave with a lot of big bags,” said Ng. “Now they say they don’t have money.”

Many of Ng’s competitors complain Chinatown’s businesses are decreasing.

Wandering in the area when tourists are present allows one to hear comments such as: “I can’t stand the smell anymore” or “These people really eat weird things,“ as the speaker points at some dried fish in a window.

Indeed, smells in Chinatown are different and persistent, and the whole culture might scare more than one foreigner away.

At night, the whole quarter is still filled with tourists except for a couple of remote areas that are only frequented by local residents.

A tour guide was telling one of her groups that tourists tend to be scared away by Chinatown at night.

Locals gamble in family association houses where the police never seem to get to. Also, on Saturday and Sunday evenings, men come to Portsmouth Square to play Mah Jong (Chinese domino) and drink beers. The police never seem to interrupt the drinking either.

Chinese people have a great sense of community and family and call people who have the same last name “cousin,” “aunt,” or “uncle,” said Cynthia Yee, the Chinatown Tour business owner.

Yee said they also believe in spirits and use different methods to scare them away. They use different colors (red), objects (mirrors, tigers, etc.), and rituals such as the dragon dance or the firecrackers, said Yee.