EASTSIDE : Bringing Christmas Joy to the Projects

Feliz Navidad takes on a different meaning in the housing projects than the usual Christmas greeting.

The Feliz Navidad program, started in 1987 by Councilman Richard Alatorre, converts recreation rooms at each of the six sites into “winter wonderlands” complete with clowns, magicians, music, toys, food and Santa Claus. There may even be snow this year.

Alatorre began a toy drive for the nonprofit program last week, seeking checks or in-kind donations from individuals and companies. And volunteers are also needed to work the December events.

“If you’re going without, perhaps the starkest reminder is during the holidays because everything’s (about) giving,” said attorney Anthony Zamora, who chairs the Feliz Navidad board of directors. “Everything’s on TV. Kids living in lower-income households are reminded of that particularly around the holidays.”

Members of Alatorre’s family and staff, the Feliz Navidad board of directors and volunteers have joined in the effort to solicit toys and gather information on the 12,000 families who will receive the goodies, said Luisa G. Campano, Alatorre’s press deputy. About 8,500 children live in the projects.

Alatorre said he attended a 1986 Christmas giveaway sponsored by boxer Paul Gonzalez at Lou Costello Park for children in the housing projects. So many children showed up that the toys were gone in 45 minutes and others were still waiting in line.

“He was so put out by that experience,” said Deputy Mayor Robin Kramer, who was on Alatorre’s staff at the time and who, along with her sons, volunteers every year. “I remember his real sadness.”

Seeing that, Alatorre established Feliz Navidad and decided to sponsor a Christmas celebration at one housing project each year, starting with Ramona Gardens. After that, residents from other developments clamored to be next on the list--and Alatorre expanded the program to every project in his district.

This year’s party schedule:

* Rose Hills from 3 to 5 p.m. Dec. 10,

* Aliso Village from 10 a.m. to 3 p.m. Dec. 11,

* Pico Aliso from 10 a.m. to 2:30 p.m. Dec. 12,

* William Mead from 10 a.m. to 1 p.m. Dec. 18,

* Ramona Gardens from 10 a.m. to 2:30 p.m. Dec. 19,

* Estrada Courts from 10 a.m. to 1 p.m. Dec. 20.