Nearly two million people live in its more than 260 square miles. It’s home to Warner Bros. Studios, Walt Disney Studios and Universal City Walk.
And over several decades, the San Fernando Valley — nearly half of all of Los Angeles square miles — became a business hub for aerospace and aviation.
Yet, mention “the Valley” to many Angelenos, and stereotypes spring forth: sprawling strip malls, nondescript tract homes and (like, oh, my god!) materialistic Valley Girls.
But lately, what really bothers Valley native Oscar Urrutia is his belief that the city of Los Angeles has all but forgotten the San Fernando Valley.
“Everyone thinks that L.A. ends at Hollywood,” the Chatsworth resident said during a recent interview. “They never include us.”
Urrutia has set out to raise the Valley’s profile in a major way: By entering a float in the 138th Rose Parade.
“There’s very few traditions left and the Rose Parade is over 100 years old,” Urrutia said. “We needed to do something that would be a tradition for the Valley.”
And, Urrutia added, he could think of nothing better to put the San Fernando Valley back on the worldwide map than the Rose Parade itself.
Money for the entry, titled “A Night at the Drive-In,” came entirely from fundraising efforts. Urrutia, along with independent fundraiser David Phelps, has raised nearly $250,000 in the last five years.
The Valley now has its own nonprofit: the San Fernando Valley Rose Parade Organization.
Some of those funds come from corporate sponsors — there are some donations of more than $25,000, said Urrutia; some donations are small amounts from individuals who believe in the mission.
But the largest infusion of funds — nearly $75,000 — came from beer sales at a FIFA World Cup fan zone event in July at Hansen Dam Lake.
Alcohol profits at these events, Urrutia explained, are required to be donated to a nonprofit. And he knew just the one to recommend.
The San Fernando Valley Rose Parade Organization didn’t even bother asking the city of L.A. for funds, Urrutia said.
“We learned how to raise money without relying on the city,” he said, adding he didn’t want to make things political, but he continues to be dismayed at how L.A. ignores the Valley.
For example, he said, when the city of L.A. promotes tourism with photos or videos, the Valley is never included. As well, said Urrutia, the city doesn’t bring big events to the Valley as it does to other parts of L.A.
And, Urrutia knows about big events. He’s an event planner who brings experiences to the L.A. Zoo and Knott’s Berry Farm. He’s also the founder of what he calls the official online visitor’s guide to the Valley at MyValleyPass.com.
MyValleyPass promotes things to do and offers tours of notable places in the Valley.
It’s a self-funded labor of love, Urrutia said, and everyone involved in MyValleyPass grew up in the 818 area code.
Urrutia and his team also created 818 Day.
“We noticed that people would say ‘Happy 818’ to each other on Aug. 18 every year,” he said.
So, the team made it an official “holiday,” created an official flag for the Valley and registered 818 Day as a trademark.
The Valley’s Rose Parade float is taking shape in an Irwindale facility under the watchful eye of Phoenix Decorating’s Chris Lofthouse.
And Lofthouse has a connection to the Valley. His parents purchased their first home in Reseda, he said.
Lofthouse, who oversees the 40-year family float-building business, said he enjoys working with first-time float enthusiasts like Urrutia.
“There are more joys than challenges with (first-timers),” said Lofthouse, adding those new to the process are more open to change.
“This industry takes a lot of emotion,” Lofthouse said. “It’s a very emotional and passionate process.”
Float building is all about building a relationship first, he said.
To bolster that bond and seek inspiration for the Valley float, Lofthouse toured the Valley Relics Museum in Van Nuys with Urrutia.
The museum opened 13 years ago after Urrutia convinced local Tommy Gelinas to open up his Valley memorabilia collection to the public.
What Lofthouse and his design team created is an homage to the Valley’s silver screen legacy. The Rose Parade float features a drive-in movie theater.
Bursting through the movie screen is a Learjet. It’s an ode to pilot Clay Lacy who, in 1964, flew the first Learjet 23 demonstrator into the Van Nuys Airport.
That feat set the scene for the private, corporate jet business by shuttling stars such as Frank Sinatra and Danny Kaye back and forth to studio lots.
The float also includes beloved iconic Valley landmarks such as the clown from Circus Liquor, the matador mascot from Cal State University, Northridge and the burger-wielding chap from Bob’s Big Boy.
On a recent warm October day, Lofthouse and his Phoenix Decorating team were busy giving Urrutia and social media influencers a peek at “A Night at the Drive-In’s” progress.
Urrutia — with his steady, calm demeanor — watched as Phoenix workers sprayed foam onto one of the Rose Parade float’s classic car moldings.
He actually shed a tear, he said when he first laid eyes on the 55-foot-long float.
“It’s very special for the San Fernando Valley to be on its own two feet,” he said. “It’s long overdue.”
Lisa Jacobs is a correspondent with the Southern California News Group.