Sabor+Ritmo Festival: The inaugural event that amplified Latin culture in Napa Valley
By Tim Carl
First, before we get into the story, we must pause to celebrate that today is the start of our National Hispanic Heritage Month.
In the United States, National Hispanic Heritage Month runs from Sept. 15 to Oct. 15 and is a time to celebrate the valuable contributions of Hispanic and Latino Americans. Initiated as a weeklong observance in 1968 and expanded to a month in 1988, this period pays homage to the histories, cultures and influences of American citizens whose roots trace back to Spain, Mexico, the Caribbean, and Central and South America. The significance of these dates is not lost; they mark the independence of several Latin American countries and encompass the celebration of Día de la Raza. The impact of Hispanic culture is not confined to a month; it reverberates throughout the year and across sectors.
Nowhere is this clearer than in the Napa Valley, where the Sabor+Ritmo festival recently took center stage. This event was not just an addition to the region's cultural landscape but a potent illustration of the integral role Hispanic culture plays in the area's prosperity. The Hispanic community has been instrumental in shaping the Napa Valley, from agriculture and the arts to local commerce.
This diverse influence was vividly highlighted in the Sabor+Ritmo festival, the brainchild of Julissa and Will Marcencia from Wine Down Media. The event stood out as an unambiguous tribute to the rich cultural blend that the Hispanic community contributes to the region's distinctive character. Designed to resonate across generations, it showcased Latinx-owned local wineries and offered an authentic experience of Latin culinary and musical traditions.
Attendees left not just entertained but transformed, having partaken in a vibrant facet of Napa Valley's evolving cultural tapestry. As we celebrate National Hispanic Heritage Month, events such as Sabor+Ritmo remind us that the impact and legacy of Hispanic culture are not limited to a calendar. They are woven into the very fabric of our community, enriching us all.
NAPA VALLEY, Calif. — On Sept. 9, 2023, a novel resonance buzzed through the air at the Silverado Resort and Spa. The first-ever Sabor+Ritmo festival (translates to “Flavor + Rhythm”) marked a turning point in Napa Valley's cultural landscape, offering an alternative to the more familiar BottleRock and other local musical extravaganzas. Orchestrated by Julissa and Will Marcencia, the visionary team behind Wine Down Media, Sabor+Ritmo was a declaration that Latin culture is not only present but vibrant and influential in Napa County.
The festival drew a crowd of approximately 7,000 attendees consisting of multigenerational families, from toddlers swaying to the music to grandparents reliving memories through traditional songs. This unique demographic mix was a conscious effort by the organizers.
"We aimed to create a festival that reflects the dual cultural identities many families experience," Julissa said. "Our goal was to bring families together to enjoy the great music, food and drinks that this culture offers. It was awesome to see it all come together like it did."
Wine Down Media, known for operating local radio stations KVYN 99.3 FM "The Vine" and the all-Spanish KVON 1440 AM/96.9 FM "MegaMix," utilized their media platforms to generate buzz and interest, reaching out to communities who identify with Latin American culture, whether by heritage or by choice.
Upon entry the diversity was evident: an eclectic mix reflecting various aspects of Latin culture — from people to attire. Charrería, Mexico's official national sport involving equestrian events and rodeo techniques, inspired at least a few of the outfits and some of the performers.
Miriam Puentes, co-founder of Las Amigas and proprietor of Honrama Cellars, voiced her approval in an email, writing, "Our Latino community has long needed an event like this. It serves not only as entertainment but also as recognition of our contributions and influences.”
While music was the festival's core, its periphery was equally mesmerizing. The venue was structured in a way that encouraged communal mingling. Blankets and foldable chairs gathered around the food and drink venues, leading attendees to mingle and explore. Three smaller stages ringed the outer edge of the pavilion and allowed smaller acts to showcase everything from the Los Picolos Trio mariachi band to the Ballet Folklorico de Carlos Moreno dancers.
But the main attraction was the leading-artist lineup and main stage, flanked by large screens that allowed even those at the farthest reaches to experience the event in its full glory.
The acts were a curated blend of established and emerging talent, all with the goal of representing Latin music's expansive reach. Nineteen-year-old Ángela Aguilar, a Grammy and four-time Latin Grammy nominee, captured the audience with her performance. Her swift outfit changes and ability to turn her set into an all-ages singalong demonstrated her cross-generational appeal, while other performers such as Mariachi Vargas de Tecalitlán and Colombian artist Manuel Turizo commanded the stage and crowds with their compelling presences.
Food was another star at the festival. Tickets starting at $279 (children 12 and younger were free) and going up to "Platinum" level for $1,229 granted festival-goers various levels of access to viewing areas and an expansive array of food and drink — from well-known establishments such as La Calenda and Ad Hoc (Platinum only) to hidden gems like Brigachero Brazilian and Los Agaves, the options offered a culinary tour through Latin America. The inclusion of nearly two dozen Latinx-owned local wineries, such as Maldonado Vineyards, and a specialized tequila and mezcal patio rounded off the gastronomic experience.
"We wanted the festival to be an authentic celebration of Latin culture," Will said, eyes gleaming with the emotion of hard work realized. "Part of that was showcasing wines from the Mexican American Vintners Association, but it also included the food, the music and the people. Every element contributed to something greater than the sum of its parts."
As for the future, the Marcencias have ambitious plans.
"It was a lot of work, but worth every effort," Julissa said. "And this is just the beginning. We plan to make it bigger and better next year, and who knows, maybe someday we'll take this concept on the road. There's just so much interest and energy around this music right now.”
In a sentimental touch, thousands of roses adorned the venue as part of the Recuerdito tradition, wherein attendees of an event such as a fiesta or family gathering take home keepsake gifts.
"The sight of roses being thrown onstage or taken home showed a deep connection and participation," Julissa said. "It validated our belief that people weren't just there as passive spectators; they were active participants in an important cultural experience."
As attendees left the Silverado Resort and Spa it was clear that Sabor+Ritmo had achieved more than just an afternoon of entertainment; it had signaled a transformative moment in Napa Valley's evolving cultural narrative.
Tim Carl is a Napa Valley-based photojournalist.
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