In 2009, the now-defunct Fillmore Community Benefit District (CBD) branded the Fillmore neighborhood with the tagline “San Francisco’s Live Music District” – which, at the time, was true. There were six nightclubs within a three-block radius, and even small businesses found creative ways of promoting the vibe of the neighborhood with music-themed décor. But with the closures of Rasselas and The Addition (formerly Yoshi's), the neighborhood's status as a music mecca is in jeopardy.
Though the Fillmore is best known for its contributions to the history of jazz, neighborhood native and event promoter Roy Bennett has always made it a point to educate the community about the various genres of music (including rock, hip-hop, R&B, and blues). When the branding of the neighborhood became broader, he decided to contribute to the community by organizing an event that had nothing to do with jazz: the Salsa Festival on the Fillmore.
In past years, Bennett hosted salsa lessons in the Fillmore Center plaza and booked live bands at all the restaurants and venues along the Fillmore commercial corridor. Unfortunately, with the spate of recent closures in the area, it's become increasingly difficult for him to continue hosting the event.
Nonetheless, he's determined to keep the festival alive, including contributing his own money. So far, that's working: the two-day festival returns tonight in a reduced form, with free live music in the Fillmore Center plaza and dance lessons.
We caught up with Bennett to find out the story behind the festival, and why he's striving to keep it going.
Roy Bennett. (Photo: Meaghan Mitchell/Hoodline)
What's your connection to the Fillmore community?
"I was born and raised in the Fillmore District. In 1972, I moved to Hawaii, and later to Canada. I did some promoting in both places, for nearly 30 years.
"After returning to San Francisco, I started going to Fillmore CBD meetings. When I heard about plans to build a strong entertainment district, I decided that I'd like to help. I had already started promoting events in North Beach and on Divisadero, but what attracted me to the Fillmore was that with the Fillmore CBD, City Hall and all the businesses on Fillmore willing to work together, I would have a huge team to work with. That team quickly fell apart.
"In December 2012, the CBD was up for renewal, and many of the 300 property owners in the district supported it. But the votes were weighted based on the size of each owner’s property. Representatives from two major properties—the Fillmore Center and Safeway—were against it, and renewal was defeated, 66-34. Without the services that the CBD was able to provide, marketing being the most effective, it was not long until the neighborhood felt the effects of the CBD’s closure."
How long have you been hosting the Salsa Festival on the Fillmore?
"I started hosting the Salsa Festival on Fillmore in 2010. This is the sixth year."
How have the closures of music venues in the neighborhood affected your events?
"In 2011, I had three venues that people could attend if they purchased tickets. The venues were Rasselas, with a capacity of 450, Yoshi's, with a capacity of 650, and the WestBay Conference Center, with a capacity of 720. For this two-night event, it was possible to sell over 3,500 tickets. Sales grew over the years, and it was becoming self-sustaining.
"This year, there's no Yoshi's, no Rasselas, and no WestBay. So this year's event is free, with no ticket sales revenue. Money needed to pay for the event must come from sponsors, advertisers and contributors."
Given all the business closures, what motivates you to continue hosting this event?
"I'm driven to succeed. I don't give up on something that can be done because it's difficult. I've done a lot of good things with this promotion, and I've also made a lot of mistakes. I've learned a lot.
"I could have canceled this year, but with all the loss and failure that's been witnessed by the community, I decided I couldn't declare another loss. 'Salsa Festival Fillmore Canceled?' I couldn't do it."
What are your hopes for the Fillmore neighborhood?
"My hope is that the Fillmore entertainment corridor is successful. With so many people who have nowhere to go anymore, I expect a huge turnout for the concert/dance party on the Fillmore Center Plaza. The response this year has been bigger than ever.
"Someday soon, someone will take over the venue once known as Yoshi's. Hopefully the WestBay gets the soundproofing it needs, allowing it to book big bands again. Then I can rebuild the Salsa Festival, and other events that were forced to cancel due to venue closures. Events are what market and promote the Fillmore District in a big way.
The Salsa Festival will be held tonight and Saturday night, 6:30 pm-10pm, at the Fillmore Center plaza (1475 Fillmore St.).
