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Santa Ana <br /> Community <br /> Artist(a) <br /> July 30, 2025 Coalition ti <br /> City of Santa Ana <br /> Arts & Culture Office <br /> 20 Civic Center Plaza <br /> Santa Ana, CA 92701 <br /> RE: Letter of Support—The Frida Cinema as Artwalk Steward and Producer <br /> Dear City of Santa Ana Selection Committee, <br /> As Director of the Santa Ana Community Artist(a) Coalition (SACAC), it is with great enthusiasm that I <br /> submit this letter of support for The Frida Cinema in response to the City's call for proposals to manage <br /> and produce Santa Ana's monthly Artwalk. <br /> The Artwalk is one of Santa Ana's most cherished cultural traditions. For over 30 years, it has existed as <br /> a grassroots artist-led initiative, born from the vision and dedication of local creatives who—without city <br /> funding—transformed Downtown Santa Ana into a regional hub for art, community, and cultural <br /> expression. Its longevity and success are rooted in its inclusivity, its connection to working artists, and its <br /> ability to reflect the vibrant and diverse spirit of Santa Ana. <br /> Given this legacy, it is critical that Artwalk be stewarded by an organization with a proven commitment to <br /> community, collaboration, and artist empowerment. The Frida Cinema exemplifies all of these values. <br /> Since arriving in Santa Ana in 2014, they have become a trusted and consistent partner for the city's <br /> creative community—opening their doors to local artists, hosting cultural events free of charge, and <br /> actively engaging in initiatives that center artists and residents alike. <br /> I have worked closely with The Frida Cinema and its Executive Director, Logan Crow, over the years and <br /> witnessed firsthand their deep respect for artists, transparent processes, and inclusive <br /> programming model. In recent months, I have observed their coordination of Artwalk and have been <br /> encouraged by their respectful artist outreach, professional execution, and commitment to artist <br /> compensation. <br /> As an artist, advocate, and organizational leader, I understand how delicate and essential the Artwalk <br /> ecosystem is. It must be nurtured with care and managed by those who value collaboration over control, <br /> and artists over optics. The Frida Cinema has demonstrated these values time and again. Under their <br /> stewardship, Artwalk has not only been preserved—it has thrived. <br /> For these reasons, I wholeheartedly endorse The Frida Cinema as the nonprofit organization to manage <br /> and produce Artwalk. Their capacity, community trust, and artistic vision make them a natural and <br /> deserving partner in ensuring this beloved cultural program continues to grow with integrity. <br /> Sincerely, <br /> Alicia Rojas <br /> 714 907 5468 <br /> Director, Santa Ana Community Artist (a) Coalition <br /> www.the-artistcoalition.com <br /> IG @theartistcoalition <br />