One of Northern Arizona’s grand traditions is set to celebrate a milestone anniversary Saturday, Sep. 14, when the 40th annual Fiesta del Tlaquepaque recreates the sights and sounds of Mexico in Sedona.
A world-renowned arts and crafts village nestled beneath massive sycamores along Oak Creek, Tlaquepaque is one of Sedona’s landmark destinations. By enabling locals and visitors alike to enjoy the serenity of strolling through an authentic open-air market, all while soaking in the surrounding scenery that is Sedona’s signature, Tlaquepaque combines the rustic charm of a Mexican village with modern amenities to create a world-class shopping experience.
The Fiesta, which coincides with Mexican Independence Day, is a day of traditional food, mariachi bands, flamenco dancers and art. Wendy Lippman, general manager and resident partner for Tlaquepaque, says the Fiesta represents not only a celebration of Mexican heritage, but also of the village’s own inception.
“It’s hard to believe Tlaquepaque is 40 years old this year, but I think Abe Miller, our founder and an amazing visionary, would be very pleased that Fiesta has grown into such a popular cultural event,” Lippman said. “He was way ahead of his time in his commitment to celebrating cultural diversity, and Fiesta is a really fun expression of that. People come from all over the Southwest and beyond to celebrate Fiesta, and the local community has always come out to enjoy this time-honored tradition.”
Sedona Chamber of Commerce President and CEO Jennifer Wesselhoff echoes those sentiments while praising the Tlaquepaque’s use of the Fiesta to bring the entire community together every year.
“We are very excited to celebrate Tlaquepaque’s 40th anniversary with its annual Fiesta, as Tlaquepaque has been a Sedona landmark since the 1970s and truly embodies its motto the ‘best of everything,’” Wesselhoff said. “Tlaquepaque is not only internationally renowned as an arts and crafts village, but its natural, authentic atmosphere is truly something special. The owners are extremely community-minded, generously supporting several local non-profits and continually producing events that bring visitors to the area while enhancing the Sedona experience.”
Attendees can expect a vibrant experience as local artists demonstrate their crafts for curious onlookers, while face painters and balloon twisters entertain children. Strolling mariachi bands will provide guitar strumming and singing, while Tlaquepaque’s many eateries will provide samples to passersby.
Throughout four decades of existence, Tlaquepaque has gained the attention of art aficionados, devotees of handcrafted jewelry, shoppers who simply crave authenticity, and, of course, a legion of loyal locals. According to Lippman, one of the most important aspects of the annual Fiesta event is to promote Tlaquepaque’s assortment of businesses – including shops, galleries and restaurants – to a wider audience.
“When we do Fiestas or any kind of community event, it is an incredible way to get people who have been to Tlaquepaque to return, and at the same time gain tons of new exposure to visitors that might not have stopped at a ‘shopping mall,’” Lippman said. “The public relations benefits are huge and will continue for months – folks that were at the event might return the next day to focus on shopping or catch a meal, for example.”
Fiesta del Tlaquepaque is expected to attract more than a 2,000 visitors. “The economic impact is great on the day of the event, but more importantly is that these visitors will come back again and again – that is the really positive effect,” said Lippman.
Home to nearly 20 art galleries, more than a dozen specialty shops, five eateries, four jewelers and three clothing stores, Tlaquepaque is a thriving hub of economic activity on any day of the year, but the Fiesta presents a unique opportunity for shop owners to expand their clientele base.
“I’m fortunate to have a shop in Plaza de la Fuente, where Ballet Folklorico performs, because many folks will come for the Fiesta and if they are not purchasing on that day, will return for shopping sometime during their visit,” said Lynn Kramer, owner of Red Rock Candle & Gift. “Any event that brings the community together and is as joyful as our Fiesta is always good for business.”
Another storeowner who can attest to the tangible business benefits of the Fiesta is Diego Constante, who owns both Sedona Music Boxes and Feliz Navidad Sedona in Tlaquepaque. “The economic impact of the Fiesta varies throughout the years, with some Fiestas resulting in more sales than any day of the year, and others allowing more people to simply discover the stores,” Constante said. “Overall, the celebration makes a very positive impact on my stores, because locals come in and say, ‘I’ve lived here for years and didn’t know this was here.’”
The ability to attract first-time visitors is one of the Fiesta’s strongest selling points for Tlaquepaque’s business owners, as the event allows shops, galleries and restaurants to reach new customers from all areas of Arizona.
The Fiesta also features traditional Mexican cuisine provided by popular eateries such as El Rincon Restaurante Mexicano.
“El Rincon is centrally located in Tlaquepaque and we benefit immensely from events like the Fiesta,” said El Rincon owner Demetri Wagner. “Our Mexican food is very popular and we usually have up to an hour-long wait. We also have other concessions, too, like a taco stand in the courtyard.”
The 40th annual Fiesta del Tlaquepaque is scheduled for 10 a.m.-5 p.m., Saturday, Sep. 14, at Tlaquepaque Arts & Crafts Village. Admission is free and parking is available at the Uptown municipal parking lot with continuous service to and from Fiesta. FBN