Will Popotla Blvd Get A New Face Lift?

One can only hope
BY: DANIELLE WILLIAMS

In South Rosarito, Blvd Popotla is aptly nick-named Blvd Artesanal for the plethora of handicraft joints which line it for 4 miles starting at the big Pemex and ending at the intersection with Corredor2000.

A couple of years ago, I was really excited to see a burgeoning attempt at sprucing up the median strip of the boulevard. Someone had the brilliant idea to incorporate large works of art in line with a beautiful sign heading up the long artery.

A project consisting of five works was funded by CCDER (Consejo Consultivo de Desarollo Economico Rosarito). The idea was to promote the identity of Rosarito by using art.  Only three appreared on the boulevard: the Surfer by Jaime Carbo, the lady with the Moon (Queen Calafia) by German Rubio, and my favorite, the sculpture of  the bicycles by Aida Valencia representing the Rosarito-Ensenada Race.  The two others, a giant Whale is at the toll booth on the toll road and Mr Froggs is downtown Rosarito.

 The mood seemed to catch on.  Dual, a local street artist, was commissioned to produce portraits of some prominent Rosarito citizens. It was encouraging to see new lush landscaping blending with the art.  Some merchants joined into the spirit and obtained permits to erect a large artifact across from their store.

It did not take long for the funding to dry up, however, and soon the art was disfigured by graffiti.  Some were torn down while others succumbed to the elements or vandalism. Clearly the project had been abandoned.

In late 2016 an announcement appeared in the Rosarito Towncrier, an on-line publication widely distributed to gringos, soliciting funds to “restore public art in the median strip”. As per Mr de Aguila, the project again sponsored by Rosarito Art Fest would be funded by the public.  The first phase would be 3 murals by local artist Belcris (see attached)

As a resident of that one-mile stretch of Popotla Blvd, I sincerely wish to see this come to fruition. Yet, even with the artists donating their time, this seems like a hugely ambitious project both in its creation and maintenance.  In my opinion it seems a tall order to be achieved through donations which up to now total $370.  Contributions can be sent through Paypal to Rosaritoartfest@gmail.com, or though US checks.

And we are only talking about the first phase on this legendary corridor where funk meets class,and which elsewhere I called the Melrose of Rosarito.  It truly deserves the expenditure of public funds. 

Symbolically, at the end of the south west corner, the skeleton of Al Capone’ former abode beckons as another project crying for resurrection.