A free festival celebrating Latino and Hispanic heritage with food, art, music and culture is taking place at Lincoln Park in Downtown Long Beach on Sept. 23.
The Viva Long Beach festival is presented by Grey LB in collaboration with DLBA, Entravision, José FM 97.5, 107.1, Viva 103.1 and Rosemallows.
“We realized there isn’t anything like this happening down here. In Long Beach, latinos make up (a large part of the) demographic at 41%, but nobody is really speaking to our culture (in Downtown Long Beach),” said Robert Marquez, co-owner of Grey LB and festival organizer.
Grey LB is a small production company based in Long Beach with a staff that is 90% latino.
“I’m proud to be Latina so this was a no-brainer,” said Tania J. Miron Perez, creative services manager and events director of operations for Grey LB.
“We asked ourselves why something like this didn’t already exist,” Perez said.
Viva Long Beach was born out of a desire to showcase all regions of Latin America that often seem to be overlooked in typical latino heritage celebrations. Grey LB has been very intentional in putting together this celebration from the food to the music, even the location.
Lincoln Park was chosen not only for its spatial resources, but for its proximity to the Metro lines and freeway, making it all the more accessible for attendees from surrounding areas.
Marquez finds a great deal of sentimentality behind Viva Long Beach.
Having been a producer of latino heritage events in places like Boyle Heights and Los Angeles for many years, being able to do something in the place he calls home is important and an honor for him.
The carefully curated musical lineup encompasses artists from different regions such as Colombia, Dominican Republic, and Mexico.
“A lot of times, you see events that are too localized or not enough. We spread out the representation with acts from all over,” said Marquez.
The sentiment of wide spread representation echoes in the lineup of food vendors and cocktail offerings as well. Menu items will showcase cuisine from Nicaragua, El Salvador and many other regions.
Local bartender Jacob Campbell of Rosemallows was tasked with curating the cocktail menu for Viva Long Beach.
Campbell grew up around the culture he’s found similarities and comfort that mirror his experiences as a Filipino, allowing for a seamless transition into large format cocktail curation.
“Latin America is full of tropical flavors and experiences. I’ve been able to integrate the festival’s message into the menu by making it a party. These drinks are light, fruity and fun,” said Campbell.
One such menu item is the Coco La Flor, a nod to famed Tejano singer, Selena. It features coconut, tequila, hibiscus, lime and pineapple juices.
The inaugural celebration is one in which organizers hope latinos of all regions will feel well represented.
“Come enjoy your neighbors and see what latino culture has to offer,” Marquez said.