Two Rise Together members—Dr. Rebecca Hernandez (left) and Consuelo Alba (right)—deepened their connection as part of the Rise Together coalition and are now leading the Watsonville Film Festival together.
The Watsonville Film Festival (WFF) is a pinnacle of Latine and Indigenous artistry in Santa Cruz County. It is a site of radical transformation, where historically marginalized communities are empowered through films that represent them authentically and dispel the negative stereotypes so often associated with people of color characters in mainstream media. Thanks to WFF, burgeoning creatives can share their art with like-minded individuals, amplified by a platform that boasts diversity and inclusivity. In a transformative collaboration with Rise Together, a group of Black, Indigenous, and People of Color Leaders who aim to advance racial equity in Santa Cruz County, the WFF is now headed by two community leaders equipped with ample expertise and a passion for promoting equity in all respects.
In July 2024, Dr. Rebecca Hernandez was selected as WFF’s new board president. Rebecca is a highly influential figure in Santa Cruz’s cultural landscape, serving as the first UC Santa Cruz Community Archivist at the University Library, a member of the Santa Cruz County Latino Affairs Commission, and as a trustee for the Santa Cruz Museum of Art and History (MAH). Likewise, her work as a community advocate has propelled her to host events centered on Mexican American Music, local history, and Missing and Murdered Indigenous Women and Girls.
She brings this expertise to her position as board president alongside co-founder and Executive Director Consuelo Alba. Consuelo’s leadership role in the WFF allows her to take on the mantles of community organizer, producer, and programmer, where she proudly showcases the prowess and creativity of the Latine community. Consuelo is an award-winning filmmaker herself, with her short film El Andalón / The Healer being shown in dozens of film festivals globally. She is a Board member, and past president, of the Arts Council Santa Cruz County.
Consuelo notes that although she and Rebecca met years before they were members of Rise Together, their “participation in RT allowed us to get to know each other better, discuss our work and values, collaborate on projects, and for Rebecca to learn more about the Watsonville Film Festival as a non-profit organization.” Through this newfound partnership, they both seek to continue their legacy of furthering equitable opportunities in Santa Cruz County and utilizing film to foster creative expression.
Consuelo (left) and Rebecca (right) posing with Peter Bratt (middle), director of the film La Mission.
Equitable Collaboration: Rise Together and the Watsonville Film Festival
Consuelo and Rebecca shared that their experience with Rise Together has broadened their understanding of the needs of the community and deepened their connection to the mission of inclusivity. Rebecca says, “We’re inspired by all the diverse ways leaders in the coalition are approaching racial equity work. We feel more connected and supported in our vision to build stronger bridges of understanding through film with the rest of the county.”
Consuelo and Rebecca also illustrated their excitement about the collaboration and their ideas for the future. For them, the most important aspect of this collaboration is to remain faithful to WFF’s mission, which they define as “celebrating our shared humanity through film and storytelling while expanding the festival’s reach and deepening our work in the community. This means serving diverse audiences and supporting local Latine and Indigenous filmmakers to tell their stories.” They hope to continue broadening WFF’s audience with the help of fellow Rise Together members, who represent the various rich communities residing in Santa Cruz County.
Consuelo and Rebecca both thank Rise Together for providing the initial grant to launch WFF’s Cine Se Puede program, which offers funding and mentorship to promote sustainable local career pathways and nurture the filmmaking ecosystem in the Santa Cruz region. Now, young creatives and emerging filmmakers in our community have a place to see their dreams become a tangible reality.
Let’s Keep Rising Together!
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