The economics of Santacruzan: The cost of organizing the Queen of Pinoy festivals

MANILA, Philippines - When it comes to festivities, Filipinos do not seem to mind spending a fortune to uphold tradition and meet the expectations of the community.

Such trait is very evident in the Santacruzan, a time-honored tradition that blends religion and pageantry while displaying the Filipinos’ sense of community.

Indeed, Santacruzan won’t be called the “Queen of all Filipino festivals” if it comes cheap.

Before the community enjoys the sights of colorful parade paraphernalia, the beautiful town muses, and their elaborate gowns, money – lots of it – changed hands.

The demanding task of planning and spending for the Santacruzan lies on sponsors, locally known as the hermano or hermana mayor.

Aside, perhaps, from words of appreciation or the goodwill of the community, the hermano or hermana mayor does not get anything in return for their hefty expenses.

The role, however, is so important among Filipinos that even those who are not from well-off families are ready to assume it.

‘Costs don’t matter’

Anita dela Cruz, a hermana mayor in Barangay Tarcan Makinabang in Baliuag, Bulacan, does not mind spending huge sums for the Santacruzan because she considers it a family tradition.

“It (being a hermana mayor) was passed on to me. I will pass it on to my daughter. My mother used to host the Santacruzan,” dela Cruz said in an interview.

“I know that it involves huge expenses because I shoulder everything,” she added.

Dela Cruz said she usually spends about P200,000 in organizing the tibag, a play about the life of St. Helen, the empress of Rome who found the cross where Jesus Christ was crucified.

Dela Cruz could not provide a detailed list of her expenses, saying she does not account for them anymore.

Among the items that she spent for were food, which constituted more than half of the expenses, rental of sound system, allowances of workers, chairs and flowers.

“I don’t mind that much where the money went. I just spend and if more money is needed, I will give it. What is important is I provide the visitors’ needs,” Dela Cruz said.

The play also requires a band and actors but Dela Cruz said she does not need to shell out money for them.

“They do it for free. That’s their devotion every year,” she said.

Despite the high costs of being the hermana mayor, Dela Cruz does not solicit money from other members of the community.

Unlike Dela Cruz, Ariel Trinidad, who will play the role of hermano mayor for the first time this year, is open to accepting donations.

“If someone gives money, the better. But if there is none, we will use our own money,” Trinidad said in Filipino.

“It’s okay to spend so we can preserve the tradition,” he added.

Meeting expectations

Jerwin Arceo, auditor of the expenses of the Santacruzan in one of the barangays of Pulilan, Bulacan, said they spent P33,400 for this year’s festivities. The amount, however, did not include the costs shouldered by their hermana mayor.

“I think he (hermano mayor) spent P15,000. But he told us not to count his expenses so that the people won’t have anything to say against him,” Arceo said.

He said the food given to those who joined the nine-day offering of flowers to the Virgin Mary cost P19,000. The flowers offered to the altar cost P1, 800 while the rental of the band for the procession required P6,000.

The 11 arcs used during the procession of muses cost P1,100 while gown rentals amounted to P5,000. Arceo said other expenses were not audited because they did not have receipts.

“We really prepare for this because we expect visitors. We did not spend that much because others spend more than P100,000 for it,” he added.

Start them young

As hermano ng kabataan (youth sponsor) of Barangay Santa Barabara in Baliuag, Bulacan, 21-year old Mark Bryan Cruz led the fund-raising efforts for the Santacruzan.

“After the Holy Week, we distributed (solicitation) letters so we can raise funds,” Cruz said.

“We counted the letters and envelopes to be sure. We want everything to be organized including the liquidation so that the funds are well-audited,” he added.

Cruz and his companions have set a difficult goal – to spend only P10,000 for the Santacruzan, the offering of flowers to the Virgin Mary, and the sagala ng mga bata (children’s pageant).

The amount, however, does not cover the gowns and make-up of those who will join the parade as well as in-kind contributions.

“We tried to limit our expenses,” Cruz said.

When asked why he agreed to play the role at a young age, Cruz replied: “We hosted this so we can be taught about it. We will inherit the tradition.”

“As long as there are young people like us who are willing to continue the tradition, it will not fade,” he added.

‘Expenses cannot be avoided’

Even the families of town belles who participate in the parade have to dig into their pockets.

Abegail Mananghaya, this year’s Reyna Elena of Barangay Calantipay also in Baliuag, said her family had spent P4,000 to rent a gown for her.

“We also spend for our make up… Puro gastos.  Naimbita na nga, puro pa gastos (There’s a lot of expenses. You are invited to play the role and yet you shoulder the expenses),” she said in jest.

Unlike Mananghaya, Dayanara Andus, who was chosen as Reyna Elena of Barangay Culianin in Plaridel, Bulacan, did not have to spend for her gown. Andus said her gown was provided by a company where she worked as a part-time model. She also borrowed her mother’s shoes to save on the costs.

“But expenses cannot be avoided. I will also spend money for those who will hold the things that will illuminate my path,” she said.

Fiesta culture

The Filipinos’ love for festivities – despite the costs they entail - can be traced back to the ancient times, when it was part of one’s daily life.

National artist for literature and culture expert Virgilio Almario noted that a feast served as a form of gratitude for positive occurrences like a bountiful harvest and the absence of illnesses and calamities.

With regard to the Santacruzan, Almario said only well-off families should sponsor the event because soliciting funds can be inconvenient

“Seeking donations can be inconvenient. It is costly. If you bring your jeep to solicit donations, you have to feed your companions and spend for the gasoline. The poor cannot be the heramana,” Almario told philstar.com in an interview.

“It has been that way ever since. If you are the hermana, you will see to it that it is extravagant,” he added.

Almario said today’s Santacruzan has lost its solemnity because people focus more on pageantry rather than on its religious significance.

“The meaning there lies on the finding of the cross (of Jesus Christ by St. Helen)…It’s a prayer. There should be praying of the rosary there,” the national artist said.

“Now, they do not mind the praying of rosary anymore. The ones being watched are the ladies,” he added.

Almario said the community should not go beyond its means just to uphold the tradition.

“For me, it’s wrong to spend too much,” he said, adding that excessive spending is a form of corruption.  

More than money

The Catholic Bishops Conference of the Philippines has lamented that the Santacruzan had been reduced to mere pageantry and fashion show. 

In an earlier interview, Fr. Genaro Diwa of the Ministry for Liturgical Affairs of the Archdiocese of Manila said the feast’s Catholic roots and symbolisms should be respected.

“If they would like pageantry to be done, then it should be clear that the Church doesn’t promote that,” he said.        

However, no amount of costs or criticism can stop sponsors from organizing the Santacruzan and from upholding a cherished tradition.

Outsiders are often puzzled by the Filipinos’ tendency to spend huge sums for an annual event that lasts for a few days. But for the hermano and hermana mayor, the answer to that is simple.

“I just want to make people happy. People in our barangay (village) are invited to watch and that is enough to make me happy even if the expenses are huge,” Dela Cruz said.

“They are happy and full. That is my reward for being a hermana,”