Congratulations to Josie Benavides on 30 years as the owner and founder of the Mariachi Connection! The 30th anniversary celebration takes place this Saturday, September 12, at the Mariachi Connection’s home base at 2106 West Commerce Street in San Antonio’s historic West Side.
For three decades, the Mariachi Connection has played an important role in the growth and preservation of mariachi music and ballet folklórico—not only in San Antonio, but throughout Texas and across the United States.
The Mariachi Connection is the nation’s largest mariachi and ballet folklórico supplier, specializing in traditional attire and musical instruments for professional and student performers. Its headquarters on West Commerce have become a destination for mariachi musicians, directors, dancers, students, families and organizations from across the country.
From the Back of a Car to a National Business
The story of the Mariachi Connection began in 1995 when Josie Benavides started selling hard-to-find guitarrón and vihuela strings to local mariachi musicians in San Antonio—from the back of her car. Almost from the beginning she was named “la señora de las cuerdas,” (the lady with the strings).
As word spread, musicians began asking Josie for other hard-to-find items, including mariachi instruments, trajes and accessories. The demand grew, and in March 1996, the Mariachi Connection was officially established.
Josie moved her growing business from the back of her car into her living room. Before long, she outgrew the living room and moved the business to its current location on West Commerce.
The more than 5,000-square-foot building eventually became much more than a store. It housed a mariachi school, retail operation and warehouse—and for a time, it was also home to Josie, her then-husband Rene, and their two sons, Joseph and Isaac.
Eventually, the entire family became involved in the business, including her late brother Conrad, sister Mary Jane, mother-in-law Alicia and many other extended family members.
As the retail business continued to grow, the Mariachi Connection eventually expanded to occupy the entire building. Today, the facility serves as a retail store, warehouse, call center and shipping operation, supplying schools and organizations throughout the United States.
Growing Alongside Mariachi Education
The success of the Mariachi Connection mirrors the remarkable growth of mariachi education over the past three decades.
Today, more than 100 schools in Texas alone have mariachi and/or ballet folklórico programs. Some programs are quite large such as Fox Tech High School in San Antonio which has more than 300 students participating in its mariachi program.
It is estimated that more than 25,000 students are enrolled in school-based mariachi programs throughout Texas alone. While Texas and the Southwest remain major centers for mariachi education, the growth of mariachi music can now be seen across the country.
The Mariachi Connection has been there to help supply that growth—providing instruments, trajes, accessories and other necessities to generations of young musicians and dancers.
And its customers aren’t limited to schools.
The Mariachi Connection supplies professional musicians, mariachi groups, ballet folklórico companies, celebrities and television productions. It also serves families and individuals looking for traditional Mexican attire and instruments for weddings, quinceañeras, parties, festivals and other special celebrations.
A Shared Commitment to the Next Generation
The growth of mariachi education is something the Mariachi Connection and the Mariachi Extravaganza have witnessed firsthand.
For more than 30 years, the Mariachi Extravaganza has brought thousands of young mariachi musicians and vocalists to San Antonio to compete, perform, learn from some of the finest musicians in the world and experience the power of music to connect them to their culture and their future.
The Mariachi Connection has been an important part of the mariachi community that makes that educational ecosystem possible. Both organizations share a commitment to ensuring that young people have access to the instruments, instruction, performance opportunities and cultural experiences that allow mariachi music to continue thriving.
Celebrating 30 Years
Dozens of student mariachi and folklórico groups—including groups representing Lanier, Jefferson, Brackenridge and Burbank High Schools—will gather to perform at the Mariachi Connection’s big 30th anniversary celebration this Saturday.
Campanas de America will take the stage at noon, followed by Mariachi Azteca de America at 1 p.m. San Antonio singer Mateo Lopez, recognized as the youngest mariachi by Guinness World Records, is expected to perform at 1:15 p.m.
Former San Antonio Mayor and U.S. Housing Secretary Henry Cisneros, San Antonio Mayor Gina Ortiz Jones and U.S. Rep. Joaquin Castro will also be present in support of the celebration.
The 30th Anniversary Celebration will also serve as a fundraiser for Mariachi Connection scholarships established through the SAISD Foundation.
Food trucks, vendors and a silent auction will be among the many activities taking place throughout the celebration, and everyone is invited to attend.
After 30 years, Josie Benavides’ journey from selling guitarrón and vihuela strings out of the back of her car to building one of the country’s largest mariachi and ballet folklórico suppliers is a remarkable San Antonio success story.
More importantly, it is a story about family, entrepreneurship, culture and a commitment to the next generation.
