Plaza De La Raza
Plaza De La Raza is a 501(c)(3) nonprofit founded in 1970 in Los Angeles that delivers affordable Latino-focused arts education (visual art, dance, music, theatre) and cultural programming to roughly 5,100 students annually, alongside community events and venue rentals.
- Company typePrivate
- Founded1970
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Plaza De La Raza does
Plaza de la Raza is a 501(c)(3) nonprofit cultural arts center and educational institution founded in 1970 in Lincoln Park, Los Angeles, by actress Margo Albert and trade union activist Frank Lopez. Operating from a single site at 3540 N. Mission Road, the organization runs the School of Performing and Visual Arts (SPVA), delivering quarterly arts education in four disciplines — visual art, dance, music, and theatre — to approximately 5,100 children, teens, and adults annually, with 90% of youth students receiving free or low-cost instruction. Programming spans 85+ quarterly classes for beginners through conservatory-level students, a Youth Mariachi Ensemble, summer art camps, master classes, and a Boathouse Gallery with rotating exhibitions, supported by 300+ community volunteers and serving 25,000+ visitors annually through free cultural events and festivals.
The organization monetizes through a mixed revenue model: quarterly class tuition and registration fees (with sliding-scale/free tiers for low-income students), one-time camp and master class fees (Summer Art Camp at $475 for three weeks; Mariachi Master Classes at $75 each), event venue rentals (capacity 50-5,000 attendees for quinceañeras, weddings, and concerts), and — most significantly — grants and donations from government agencies, corporate foundations, and individual donors (National Endowment for the Arts through May 2025, Los Angeles County Board of Supervisors and Department of Arts and Culture, Latino Community Foundation, Getty Foundation, USC, CalArts via Community Arts Partnership since 1990, and CD14). Distribution is community-led through on-site classes, school partnerships with 13 local elementary/middle/high schools, plus a self-serve Teachable-based online platform (SPVA Online Instruction) extending global reach for free Latino arts/culture content.
Plaza de la Raza is the longest-running multidisciplinary Latino cultural center in the country and the only such venue dedicated to LA's Eastside. The current leadership team consists of Executive Director Maria Jimenez-Torres (institutional tenure since 1987) and Board Chairman Armando Ramirez, with two new board members added in 2025 (Denise Campos and Tommy Faavae). The organization faces a material funding headwind following the May 2025 NEA termination while continuing to launch new programming (Salud Pa' Ti senior wellness with USC, 2026 festival/exhibition/camp slate) and pursue replacement institutional funding.
Plaza De La Raza firmographics
Firmographics- Name
- Plaza De La Raza
- Legal name
- Plaza de la Raza
- Website
- https://plazadelaraza.org
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Plaza De La Raza is a 501(c)(3) nonprofit founded in 1970 in Los Angeles that delivers affordable Latino-focused arts education (visual art, dance, music, theatre) and cultural programming to roughly 5,100 students annually, alongside community events and venue rentals.
- Ownership category
- akta.pro rank
Plaza De La Raza industry classification
Industry- Product category
- Arts Education Services
- NAICS
- Arts, Entertainment, and Recreation (71), Museums, Historical Sites, and Similar Institutions (712), Museums (71211)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Cultural Centers & Community Cultural Organizations (BPAGAHAD)
- akta.pro secondary industries
- Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance) (EDAMAAAH), Cultural Centers & Multidisciplinary Arts Institutions (THAJADAJ), Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH), Community Center Education Programs (EDAAAFAB)
Keywords
Where Plaza De La Raza is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Plaza De La Raza business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Class Registration and Tuition: Tuition fees from arts education classes including visual art, dance, music, and theatre instruction offered quarterly to students of all ages and skill levels.
- Event Rentals: Venue rental services for events including quinceañeras, wedding receptions, concerts, film releases, and private parties. Facilities include lakeside views, full kitchen, courtyards, dance hall, 200-seat auditorium, and 40-space parking lot.
- Grants and Donations: Grant funding from government agencies, corporate foundations, and private donors to support arts programming and community services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Quarterly | Arts Education Classes (Quarterly) |
| One time/ perpetual license | Multi-year contract | Summer Art Camp 2026 |
| Unit Pricing | Pay-as-you-go | Mariachi Master Classes |
| Unit Pricing | Pay-as-you-go | LA Ofrenda Performance Tickets |
| Other | Pay-as-you-go | Event Venue Rentals |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Plaza De La Raza product offering
Product offeringCore offering
Plaza de la Raza is a nonprofit community cultural center that provides affordable arts education programs in four disciplines (visual art, dance, music, and theatre) to students of all ages and skill levels. The organization also rents its Lincoln Park facilities for community events and hosts cultural festivals and exhibitions serving the Latino community of East Los Angeles.
Differentiator
Problem solved
Functional benefit
Products and services
- School of Performing and Visual Arts (Quarterly Classes)
- SPVA Online Instruction (Juntos Program)
- Summer Art Camp
- Mariachi Master Classes
- Salud Pa' Ti Wellness Program for Seniors
- Event Venue Rentals
Quantifiable outcome
- 5,100 students served annually with arts education
- +3 more outcomes
Companies that use Plaza De La Raza
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
Plaza De La Raza technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Plaza De La Raza partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- USC (University of Southern California)coreCollaboration on Salud Pa' Ti wellness program for seniors, focusing on brain health for aging Latino community through arts, exercise, and nutrition. Weekly classes held at Plaza de la Raza.
- California Institute of the Arts (CalArts)coreCommunity Arts Partnership (CAP) program since 1990 to provide more rigorous theatre programs to students. 25th anniversary of partnership celebrated in 2015.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
Plaza De La Raza competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Plaza De La Raza social profiles
Digital presencePlaza De La Raza financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plaza De La Raza leadership team
Management profileNumber of profiles
Profiles2 records
Plaza De La Raza funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plaza De La Raza M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Plaza De La Raza
What does Plaza De La Raza do?
Plaza de la Raza is a nonprofit community cultural center that provides affordable arts education programs in four disciplines (visual art, dance, music, and theatre) to students of all ages and skill levels. The organization also rents its Lincoln Park facilities for community events and hosts cultural festivals and exhibitions serving the Latino community of East Los Angeles.
Is Plaza De La Raza a public or private company?
Plaza De La Raza is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Plaza De La Raza founded?
Plaza De La Raza was founded in 1970. It employs 11 to 50 people.
Where is Plaza De La Raza based?
Plaza De La Raza is headquartered in Los Angeles, United States, in the North America region.
How does Plaza De La Raza make money?
Three revenue lines are on record. Class Registration and Tuition is the primary driver. The others are event Rentals and grants and Donations.
Does Plaza De La Raza have an API?
No public API is recorded for Plaza De La Raza.
What industry is Plaza De La Raza in?
Plaza De La Raza's product category is Arts Education Services. Its primary akta.pro industry code is BPAGAHAD, Cultural Centers & Community Cultural Organizations, with a secondary code of EDAMAAAH, Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance). Its NAICS code is 71 and its SIC code is 7900.