About us
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Who We Are
We are a group of passionate entrepreneurs of Hispanic origin who have been producing high-quality Latin concerts, cultural and artistic events, and festivals in the Puget Sound area since 2005.
Our work is driven by a deep love for culture, art, and community. For nearly two decades, we have created experiences that celebrate Latin identity, creativity, and heritage, always with a strong commitment to excellence, authenticity, and meaningful cultural representation.
Through our events, we bring people together, amplify local talent, and showcase the richness of our community with professional production standards and heartfelt storytelling.
Our Team
Leadership & Core Team
The visionaries and leaders shaping the direction, quality, and creative soul of our events.
Carlos Alvarado — CEO & Founder / General Director
Nidia Alvarado — Director of Operations
Guillermo “Willy” López — Photo, Art & Design
Yoel Valdivia — Design, Art & Photography
Elizabeth Reyes — Public Relations
Extended Team
The talented professionals who bring the festival to life through art, production, and on-site execution.
Managers & Directors
Clarissa Muñoz, Jose Luis Juarez, Victor Guadarrama, John Fleming, Ruben Hidalgo, Jessica Avila, Yolanda Ibarra, Claudia Diaz, Julieta Juarez, Cassandra Palomera, Richard Caridad
Art & Makeup
Erika Orozco, Jessica Avila de la Cruz, Leticia Topete
Masters of Ceremony
Norma Alejandra Salgado
Jorge Muñoz
Photo & Video
Nancy Soto
Hector Gonzalez
Media Relations
María José Palacios Palacios
Creative & Cultural Contributors
Guillermo “Willy” López, Yoel Valdivia
Digital & Media
Daniel Loya — Social Media
Pedro Castillo — Web Master
Assistants
Deyanira Malagon, Frida Alvarado, Alexander Alvarado, Alfonso Mendez, Martha Echeverría, Oswaldo Lozano, Guillermo Castellanos