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Special Project

Special Project
From the 12th Annual Shorty Awards

La Próxima Generación

Entered in Restaurants, Multicultural Community Engagement, Medium-Length Video


Continuing the LA Tourism Board's inclusive message of "Everyone is Welcome," we enlisted Bricia Lopez, co-owner of the James Beard Award winning Oaxacan restaurant, Guelaguetza, to help tell the generational story of LA's diverse culinary scene. As the host of "La Próxima Generación," Bricia interviewed three of her fellow next generation restaurateurs: Gilberto Cetina (Chichen Itza / Holbox), Wes Avila (Guerrilla Tacos), and Paul Serrano, Jr. and his mom, Sara Clark (Sarita's Pupuseria).

Strategy and Execution

"La Próxima Generación" launched on YouTube in October 2019 during Latino Heritage Month in Los Angeles.The three episodes debuted on consecutive weeks, with support from the @discoverLA social media platforms.


In the intro for each episode, Bricia says, "Los Angeles is a city of immigrants, and there are so many stories out there where children have taken over their family businesses or even started their own." This theme carried through the series as Bricia interviewed the chefs and restaurant owners.

Instead of the typical cooking or travel show, with the host dining at the restaurant or making a signature dish, Bricia dug deeper to talk about the immigrant experience. Her own story mirrors those of her interview subjects, which in turn reflect LA's globally diverse population.

Thanks to Bricia's international following, as well as the loyal following of each of the restaurants,  the 4 part series topped a Facebook reach of over 200k. The Saritas Pupuseria segment had a reach of 106k and hit 40k views in the first 3 seconds of posting. The series garnered widespread acclaim in LA and Mexico.


Video for La Próxima Generación

Entrant Company / Organization Name

Los Angeles Tourism and Convention Board


Entry Credits