Celebrating Tradition – Branding The Mariachi Vargas Extravaganza


When the world-renowned and Mexico City based Mariachi Vargas de Tecalitlán performed in San Antonio (1979) it established the first mariachi festival of its kind in the U.S. The mariachi music tradition continues with San Antonio’s Mariachi Vargas Extravaganza, a 7-day music festival that features student workshops, national competitions and community events. The music festival culminates in a concert featuring competition winners and Mariachi Vargas de Tecalitlán.

See the Campaign

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Mariachi music is a true art form and Mariachi Vargas is the preeminent group in the genre. The people who attend a concert remain loyal fans and the students who train in this genre number in the thousands. New communications were required to break the stereotype that people have of mariachis (restaurants, weddings & cinema), express the grandeur of the tradition and sell the weeklong Extravaganza to sponsors, city officials and the public.


The Extravaganza experienced a crucial period of growth and needed an infrastructure to support it. We re-branded and elevated the look of the 70-year-old-group to showcase the beauty, quality and excitement of an actual concert. Elements included:

  • Logo Re-design
  • Concert Photo Shoot to capture the musicians as they performed
  • Concert Poster and Advertisements
  • Sponsorship Materials
  • Event Materials (programs, Globo & banner)
  • Merchandise (t-shirts, tote bags, magnets, sheet music covers, & bracelets)
  • A fully re-designed website with new capabilities to accommodate the online registration, user groups, forums, blogs, media player, online catalog and event calendar.


Increase in corporate sponsorships.

City sponsorships, including special recognition by the Office of Cultural Affairs.

More community involvement, such as the Mariachi Mass and Serenata en el Rio at Rivercenter Mall.

Increase in awareness and concert attendance among English-dominant Latinos and Anglos.

More media coverage and recognition.

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