In 1990, I found myself standing in the middle of the Tucson Convention Center Arena, completely in awe of the sights and sounds surrounding me. I was there as a public relations account executive for Sosa & Associates, supporting one of our clients—Coca-Cola USA—who was a sponsor of the Tucson International Mariachi Festival. I had been tasked with writing a script for Bonnie Garcia, who was scheduled to speak at the event. Little did I know, that experience would leave a lasting impression on my heart and spark a vision that would shape the course of my life.
The festival was beautiful—grand in size, rich in culture, and alive with the passion of mariachi music. As I watched the performances, I couldn’t help but think, San Antonio needs this again. The original mariachi festival in our city had gone dormant, and I knew deep down that it was time to bring it back. I told myself right then and there, This is something we have to do.
Five years later, in 1995, that dream became a reality with the launch of the very first Mariachi Extravaganza in San Antonio. What started as a vision inspired by many events, including that unforgettable night in Tucson, has now become the largest, longest-running, and most competitive mariachi event in the United States. It has become a platform for celebrating Mexican culture and music, and more importantly, a stage for the incredibly talented youth who continue to keep the tradition alive.
As we prepare to celebrate the 31st Anniversary of the Mariachi Extravaganza this year, I reflect with gratitude and pride on how far we’ve come—not only in San Antonio, but across the country. The Tucson International Mariachi Festival continues to thrive, as do so many other festivals that have blossomed over the past half-century. These events represent more than music—they represent identity, heritage, and the power of cultural expression.
Thank you to everyone who has supported this journey and continues to uplift mariachi music. Here’s to the next 30 years of tradition, inspiration, and passion.
Mark your calendar for these important upcoming events:
Tucson International Mariachi Conference – April 23 – 26, 2025
South Texas Mariachi Festival – April 25 – 27, 2025
Mariachi Extravaganza Summer Vocal Camp – June 23 – 27, 2025
Rio Grande Valley International Mariachi Conference – June 25 – 28, 2025
University of Houston MEXICA Middle School Mariachi Summer Camp – June 30 – July 3, 2025
The University of Texas San Antonio All-State Summer Clinic/Recital – July 14 – 18, 2025
University of Houston MEXICA High School Mariachi Summer Camp – July 21 – August 1, 2025
Houston Mariachi Festival – August 22 – 24, 2025
31st Annual Mariachi Extravaganza – December 4 – 6, 2025