San Juan aims for economic development through films

SAN JUAN — A canopy of Christmas lights twinkled over tablecloths and roses at San Juan’s inaugural Film Race Gala on Friday night. For those who sponsored it, the city’s first film race represented more than an opportunity to give awards in the arts — it was part of a longterm plan to promote new economic
development.

The San Juan Economic Development Corporation sponsored the "Spirit of San Juan" race with the help of McAllen’s Orange Media. Four teams had one week to create short Christmas- themed films depicting the city.

Each film could be 3 minutes to 10 minutes in length and had to include various San Juan locations as well as a Christmas carol, a bell and the ghost of Christmas past. Both amateur and professional filmmakers participated, including one team composed entirely of Edinburg High School students.

"It was kind of nerve-racking," said director John Torres, a freshman, about being the only kids competing against adults.

Other teams included University of Texas-Pan American students and professionals who work in film and media.

At the end of the Friday night awards gala, the $1,000 first place prize went to a film called Free Spirit by Nibiru Productions. It depicts a man who is killed in a drunk driving accident but gets a second chance at life, along with a healthy dose of holiday spirit.

"We wanted to write a story about redemption," writer and producer Manuel Cadena said. "Hopefully it leaves a mark."

Free Spirit won both the judges’ "Best Picture" award and an audience choice vote. Awards were also given in 13 other categories that highlighted the strengths of all four films.

Miki McCarthy, director of the EDC, said sponsoring the race was part of a larger plan to stimulate the San Juan economy by getting others to see it as a place with great artistic and cultural value.

"The teams wouldn’t have come to San Juan to film had we not hosted it," she said.

McCarthy said that Cruzando, a 2009 independent film shot partially in San Juan, brought more than 50 people to the city who spent money and rented houses. She said the project created jobs for locals and gave some experience that led to jobs in the arts around the country.

Encouraging film production has become a part of San Juan’s strategy for longterm development.

"It’s part of our plan to continue to expose people to our city," McCarthy said.

As far as the creations of the film race, McCarthy said, the teams are free to use them however they wish. The EDC will feature them on their website to promote the city.