Sazón Latin Food Festival
Flagship Latin food festival
Austin · Cleveland · DMV
Austin, TX
Event Producer · Experiential Marketing & Brand Activations
Event producer, experiential marketer, and entrepreneur with more than a decade of experience building, marketing, and executing live events — with particularly deep experience in large-scale food festivals, cultural events, community experiences, nightlife, and venue-based activations.
100+
Festivals & markets produced since 2022
17
U.S. cities with events produced
6
Owned festival brands
10+
Years producing live events
Profile
I build and run live events end to end. Since 2022 I've produced 100+ food festivals and markets across three U.S. markets, on top of years of nightlife and cultural programming before that — single-day festivals drawing 1,000–2,000+ people, and an online community I've built of 500,000 followers across the United States.
Most producers own one function. I've carried concept, venue, budget, vendors, marketing, ticketing, site plan, staffing and show-day operations on the same events — which is why I treat demand generation and site operations as one system. A campaign that overperforms is a parking, staffing and capacity problem.
My core strength is turning a concept into a repeatable production model: a format that activates in a new city through local venue partners and local teams, holding one brand and one guest experience.
Event portfolio
Flagship Latin food festival
Austin · Cleveland · DMV
Afro-Latino food & culture festival
Portfolio brand
Latin American BBQ festival
Portfolio brand
Ceviche & seafood festival
In development
Single-category food festival
Austin
Salsa & bachata social
Austin
Farmers market
In development
On the ground
Sazón Latin Food Festival, Houston.




Experience
Apr 2021 – Present
Vendor Markets FYI (formerly Wazo Growth) — Austin, TX
Full-service event production company running the logistics and operations behind culturally driven food festivals, night markets, and venue-based brand activations — site operations, vendor management, permitting, and show-day execution.
Oct 2015 – Present
Latin City — Austin, TX (formerly San Francisco)
Latino and Afro-Latino cultural media, events, and commerce company — the brand and marketing engine behind the festivals. Owns the festival IP and the audience that fills it.
Festival & market portfolio — 2022 to present
Nightlife, hospitality & cultural experiences — 2015 to 2021
Jun 2022 – Aug 2024
Clutch — Austin, TX
Mar 2020 – Mar 2021
Outco Inc. — San Francisco, CA
Jan 2018 – Mar 2021
Rolling Stock — San Francisco, CA
Capabilities
Technical & AI
I use Claude and ChatGPT as operating infrastructure, not writing tools — research, production documents and SOPs, vendor and sponsor communications, campaign development and creative concepting. I've built repeatable AI workflows, including Claude Code and MCP connectors wired into live business systems, that hold brand and operating standards across projects and markets.
Generative creative
OpenArt (GPT Image 2), Higgsfield — key art, event flyers, social creative, and merchandise design at production volume.
Marketing & CRM
GoHighLevel (primary CRM, SMS, automation), MailerLite, Meta Ads Manager, Google Analytics, ManyChat.
Event & commerce platforms
Eventbrite, Eventeny, Shopify (Storefront API), Printify, Lovable, Airtable, Slack, Google Workspace.
Education
San Francisco State University, Lam Family College of Business
B.S., International Business
2013–2016
Udacity
Nano-Degree, Digital Marketing
2017
City College of San Francisco
A.S. Behavioral Sciences; A.A. Humanities
2009–2013
My background is entrepreneurial rather than agency, but the work is the same — producer, marketer, operator and partnership manager, usually at once. I'm looking to bring that to a larger production or brand-activation organization: bigger budgets, national brands, specialist teams.