HispanicBusiness

What is 24 square blocks and 7 hours long, brimming with festive music and dance, and the self-proclaimed "largest Cinco de Mayo event in the world," attracting half a million people?

That would be the free cultural street festival AT&T Fiesta Broadway, marking its 20th anniversary on Sunday, April 26, in downtown Los Angeles. There will be food, interactive games, children's activities, contests and giveaways in addition to family entertainment in celebration of Cinco de Mayo, which commemorates Mexico's defeat of French forces on May 5, 1862.

El Chapo de Sinaloa is the grand marshal and Paquita la del Barrio is the queen of the 11 a.m. to 6 p.m. event on Broadway. The musical entertainment features FLEX, Rogelio Martinez and Graciela Beltrán. Others scheduled to perform are Ninel Conde, Banda Machos, Roxanna, Yolanda Perez and Latin music star Pee Wee.

"AT&T is proud to once again join (co-sponsors) the City of Los Angeles and council member Jose Huizar to celebrate the vibrant culture and contributions of the local Latino community," Denita Willoughby, vice president, AT&T External Affairs for the Greater Los Angeles area, said in a news release. "AT&T's sponsorship of Fiesta Broadway is one of the many ways the company supports the Hispanic community in the Greater Los Angeles region, and an example of how we make it a priority to bring customers premier communications and entertainment experiences."

Beyond the fun and games, there will be some serious business at the street festival. Over the years, the event's producer, All Access Entertainment, has worked closely with local and national nonprofit organizations to give them a platform for fundraising activities and to provide messages to the Hispanic community on a variety of issues. This year, Fiesta Broadway has partnered with Los Angeles Mayor Antonio Villaraigosa's Office of 2010 Census Initiatives in a call to Latinos to stand up and be counted in the upcoming Census. The Census Office will have several booths along the festival route offering literature and information.

Peter Bellas, All Access co-owner and producer of Fiesta Broadway, recalls some of the acts that have performed over the 20 years, some when they were not well known on the national stage: Selena, Marc Anthony, Celia Cruz, Tito Puente. Favorite foods among the crowd, he added, are tacos and aguas frescas (Mexican-style homemade fruit drinks).

The economic benefits of the event are many, Bellas said in a news release.

"AT&T Fiesta Broadway continues to stimulate the local economy," he said, "by booking hotels, restaurants, clubs, music acts, car service, logistics and TV production companies as well as the economic stimulus to all our vendors and the Broadway Corridor during the event."

For more information on the event, go to http://www.fiestabroadway.la.