How Fiestas Patrias Became Big Business in Las Vegas

When Alejandro Fernández takes the stage September 14-15 at the MGM Grand Garden Arena in Las Vegas, it will mark his record 22nd year performing at one of Sin City's hottest music events. But the event that's been playing for more than two decades isn't a repeat casino or club—it's Fiestas Patrias, the program's ever-growing weekend commemoration of El Grito de Dolores (when Father Miguel Hidalgo y Costilla's call sparked the Mexican War of Independence in 1810) and Mexican Independence Day, officially celebrated on September 15 and 16, respectively.

“Twenty-four years ago, I started what has become a tradition of celebrating Fiestas Patrias with the Latino community in Las Vegas,” says the Mexican superstar. Bulletin board. “I am proud to say that it is now the largest Mexican Independence Day celebration outside of Mexico and one of the most important days of live Mexican music anywhere in the world.”

Fiestas Patrias are celebrated across the United States and Mexico in ways big and small — but the Las Vegas edition has become the biggest Fiestas Patrias weekend for live Mexican music anywhere, with thousands of visitors from around the world, though mostly from Mexico. The Las Vegas Convention and Visitors Authority calls it “one of the largest sources of international visitation” for the city.

This year's bookings include returning acts such as Luis Miguel, Los Bukis (currently in residence at Dolby Live), Gloria Trevi, Banda MS, Grupo Firme and Emmanuel and newcomers such as Peso Pluma, Fuerza Regida, Ana Bárbara and Carín León , with performances in venues throughout the city. And as in previous years, not all of them are Mexican: Urbano stars Nicky Jam and Arcángel, for example, will join Luis R Conriquez and Codiciado at the third annual Rumbazo festival, which will take place at the Downtown Las Vegas Events Center on September 13 – 14 in collaboration with Bulletin board.

But despite what it has become today, the origins of Las Vegas' Fiestas Patrias were not particularly musical.

“Actually, it wasn't born as a musical event but as a sporting event, when these big fights started, the big Mexican boxers,” says veteran tour promoter Henry Cárdenas, referring to the September 1992 fight where Mexican Julio César Chávez it was famous. beat Puerto Rican Héctor “Macho” Camacho for the WBC super lightweight belt. “Then they brought [musical] talent to join the party.”

This year, the boxing tradition continues with Mexican legend Canelo Álvarez putting his super middleweight titles on the line as he takes on Puerto Rican Edward Berlanga at the T-Mobile Arena on September 14th. But today music, not sports, is the driving force behind Las Vegas' Fiestas Patrias celebration.

For Luis Medina, executive producer/CEO of Uno Productions and former manager of Julio Iglesias, the city's Fiestas Patrias tradition goes back even further to the late 80s, when the Spanish star began coming to Vegas twice a time to make a row. performances at Caesars Palace.

“Julio was probably mostly the one who opened Las Vegas to Latinos,” says Medina. “Then he came [Mexicans] José José, Juan Gabriel, Vicente Fernández, those classics. And this process has begun.”

Slowly, he recalls, Las Vegas became a Latino arts hotspot — and the city's hospitality industry took notice. “A lot of hotels were surprised that they were left behind because all these moves were happening and they were still scrutinizing us,” says Medina. “They thought the public would only show up for Luis Miguel or Julio Iglesias or Vicente Fernandez.”

Eventually, demand led not only to larger hotels booking Mexican and Latino talent, but also to smaller venues and nightclubs. “This effervescence was created as a result of all these processes, and Las Vegas began to grow,” says Medina. “Today, the millions of dollars driving our business are impressive and allow Las Vegas to live off the Latin market in September.”

Hundreds of thousands of Mexicans travel from south of the border to celebrate their independence in Vegas. Even a decade ago, more than 300,000 Mexicans flew in for the 2013 holiday season alone, according to a Las Vegas Convention and Visitors Authority report. And, adds Cárdenas, most of them have good purchasing power. “When you come to Las Vegas to celebrate from Mexico, there are other added expenses – the hotel, the tickets, the food, the good life, the partying. And this patron has distinguished himself because he is of a high order and comes prepared to celebrate … and attend at least three or four events that weekend,” he says.

“The people, culture and traditions of Mexico have a significant impact on the city both on and off the Strip,” says Molly Castano, president of public relations and communications for the Las Vegas Convention and Visitors Authority, adding that “the celebrations that held in honor of the Fiestas Patrias are a testament to that impact and connection.”

As for Alejandro Fernández, his Fiestas Patrias Vegas bookings have only increased: In 2022, his show went from one to two sold out nights at the 17,000-capacity MGM Grand Garden Arena.

“He was the first artist we worked with who wanted to create his special weekend in Las Vegas and there is nothing more Mexican from La Familia Fernández,” says Emily Simonitsch, senior vice president of West Coast bookings at Live Nation. “I think it's impressive because it does the traditional celebration halfway through the show, celebrating the tradition of El Grito and Independencia with the flag and the bells and the dancers. So he created this. That's what El Grito is about.”

“This is a demonstration of the cultural influence and economic power of the Latino community in the US,” adds Fernández. “I look forward to continuing the tradition for many years to come, representing my pride and love for Mexico, our people and our music.”

This story appears on Bulletin boardThe special issue of Rumbazo, dated September 14, 2024.