By Jon Chown
The 31st Monte Foundation Fireworks Extravaganza will light up the skies on Sunday, Oct. 12. Marc Monte, president and CEO of Deluxe Foods in Aptos, not only started the local tradition and continues to make it happen, but he’s also guaranteed its future far beyond his lifetime.
“It’s going to survive. My whole estate is going to the Monte Foundation. When I’m gone, the projects that are going to be done in the Monte Foundation’s name are going to be huge. When I’m dead, it’s going to take on a whole life of its own.”
Marc Monte
Monte is just 61 and plans many more happy years ahead, but he is happy to know that what he has built will not just fade away. By leaving his life’s wealth to his charity, he secures the future of the fireworks show, the McGregor Pump Track and Skateboard Park in Capitola, the Monte Fields at the Aptos Polo Grounds, the Polo Grounds Bike Park and more.
“I like to do projects that help kids in the community,” he said.
The fireworks show is special to Monte because he loves fireworks himself.
“When I was a kid, the city of Capitola did fireworks on the Fourth of July. I loved that!” He said.
This year’s event will start as soon as it gets dark. It will be about a 20-minute show and Monte said it will be a good one. He pays about $60,000 for the show and said the company also donates some rockets.
“It’s a reminder once a year that there’s a family in the community that did well and gives back to the community,” he said. “I just want to remind people that there’s a family that cares.”
Monte’s parents Rudolph and Doris Monte opened Deluxe Foods in Aptos in 1977. It was ahead of its time, offering high-end groceries, a floral department, bakery and great service. It’s been a success since its opening.
The first Monte Foundation Fireworks event was originally held at Seacliff State Park in 1996, tickets were sold and it became a tradition.
Due to permitting issues, in 2013 it was moved to Capitola and made free. Monte said if an issue ever arises about fireworks in Capitola, the event would likely be moved to Watsonville or Scotts Valley, both of which have expressed interest.
Monte would also like to have a fireworks show for the upcoming Fourth of July, which will mark the nation’s 250th anniversary.
“It will be the largest show I’ve ever done if that is approved,” he said.
Monte said his Catholic upbringing influenced him to care for others. The main lesson he received from the nuns and priests at his catholic school was to help as much you can.
“I never had children, so I kind of feel like the community is my child,” he said. “I was thinking this morning about the Monte Foundation. I own Deluxe Foods as well and as long as I’m alive I’m going to help, and the store is going to help this community.”