Gonzaba Medical Group, one of San Antonio’s largest medical consortiums, announced their continued commitment as Presenting Sponsor of the 24th Annual Mariachi Vargas Extravaganza. This marks the second year Gonzaba Medical supports the biggest mariachi music festival in Texas and one of the most renowned world-wide.

Founded over 60 years ago in the Southside of San Antonio by Dr. William Gonzaba, the company serves locals with unparalleled dedication and professionalism in seven locations across the city. Gonzaba’s standard for excellence and appreciation for the arts, history, and culturally relevant events correspond greatly with Mariachi Vargas Extravaganza’s values of presenting the very best of the Latino culture; creating an ideal partnership.

“As a medical group, we’ve had a strong commitment to the community and our seniors,” Dr. Bill Gonzaba, CEO of Gonzaba Medical Group said. “The Mariachi Vargas Extravaganza offers culturally relevant arts programming that appeals to our demographic audience and has allowed us to connect with our patients in a way that only music can.”

“Mariachi music has been prevalent for more than 100 years. It’s a style of music that uplifts and resonates with people within our community. Mariachi music appeals to multiple generations, evokes emotions and unites families,” Gonzaba continued.

With the help of Gonzaba Medical Group, the 24th Annual Mariachi Vargas Extravaganza is spreading awareness of the seven-day festival by community-wide outreach, enhancing concert going and participant experiences and reinforcing the message that higher education is of utmost priority for students by providing scholarships.

Community-wide outreach is made possible by a collaboration through ad campaigns across various media platforms including print, social media, television spots, community performances, and radio ads, including the ongoing mariachi-themed talk show “MariachiMusic.com Live” that airs on KEDA Jalapeño Radio 1540 AM and 102.3 FM. The show is produced live every Saturday morning and is hosted by Mariachi Vargas Extravaganza producer Cynthia Muñoz. The show serves as an excellent platform for fans of the genre to tune in and listen to favorite mariachi songs and meet key members of the Gonzaba Medical Group team and important influencers to mariachi music.

(From left to right) Gino Rivera, Director of Mariachi Azteca de America, Former Mariachi Vargas Member Rigoberto Mercado, Cynthia Muñoz, Producer of Mariachi Vargas Extravaganza, and Miguel Guevara, radio host discussed all things mariachi during a live show, Oct. 20. (Photo, Cynthia Muñoz)

Another community marketing approach is the placement of mariachi-themed billboards across San Antonio. The billboards are effective in reaching a general audience and generating cultural pride in grassroots communities. Beginning Oct. 15, billboards promoting the 24th Annual Mariachi Vargas Extravaganza will be placed in high-traffic areas throughout the city.

Six high school students and former participants were featured in this years campaign, including vocal competitor Eduardo Martinez and his classmate violinist Gabriela Gausin, from Los Fresnos, Texas. Trumpet player Hector Flores from Las Vegas, Nevada, vocalist Kassandra Gonzales from Edcouch, Texas and violinist Arely Molina, of Roma, Texas were also included. Another billboard featuring Mariachi Vargas guitarist and vocalist Jonathan Palomar was also included.

Photographs taken during the 2017 Mariachi Vargas Extravaganza by Javier Vela were selected by MPR’s graphic designer Robert Herzik. “Robert did an excellent job in selecting some of the best of Javier’s photos and creating a billboard campaign that positively portrays our Latino culture and reinforces the elegance, youthfulness and vast amount of talent that gathers in San Antonio each year as part of the Mariachi Vargas Extravaganza,” says Paco Gonzaba with Gonzaba Medical Groups.

This is the first time that the Mariachi Vargas Extravaganza has created an extensive billboard advertising campaign. Billboards will be placed in 25 locations across the city, including at various Gonzaba Medical Group clinics.

This year, with support from Gonzaba Medical Group, the Mariachi Vargas Extravaganza will strengthen even further the educational component of the music festival. MPR, producers of the music festival, have collaborated with University of Texas-San Antonio (UTSA) to host a vocal masterclass with Jonathan Palomar on campus Nov. 14, which will be free and open to the public.

Nowhere else in the world can students participate in workshops, and compete for a chance to open up for the Best Mariachi in the World. Gonzaba Medical also provides scholarships to students, giving them opportunities to further their education.

Last year’s Grand Champion Vocalist Jizelle Rodriguez of Kyle, Texas received a $2,500 for her stunning performance on stage. Dr. William Gonzaba was so impressed by her, that he increased the scholarship amount to $3,000.  Despite being only 15 years old, Jizelle said she and her mom have already put away the money for her college fund. She plans to attend Texas State or University of Texas-Austin, where she will pursue a major in music education.

“Since winning Grand Champion Vocalist, my life has changed. I’ve found so many doors opening for me as I represent the Mariachi Vargas Extravaganza. I’ve performed at many places in South Texas and Colorado. I’ve been on TV, and on the radio and newspapers, and performed in front of thousands of people,” Rodriguez said. “I’ve experienced many new things, found my friends, and grown as a person. None of it would have been possible without Gonzaba and their support of the Mariachi Vargas Extravaganza.”

Gonzaba Medical Group is proud to present the 24th Annual Mariachi Vargas Extravaganza Competitions and Concert, Nov. 16-18. The Mariachi Vargas Concert is held Sunday, Nov. 18. For more information on tickets, visit ticketmaster.com. Visit mariachimusic.com for a complete schedule of events on mariachimusic.com.