Bank of America FIESTA Hosts
4th annual Puerto Rican festival

The beat will get a little louder and the flavor a little stronger when ¡VIVA PUERTO RICO! the annual celebration of the anniversary of the Commonwealth of Puerto Rico takes place at Huizenga Plaza on Las Olas Blvd. on the Riverwalk on Sunday, July 23rd from 11 am to 7 pm, presented by Bank of America FIESTA.

The beat and rhythms planned for VIVA PUERTO RICO range from a new Reggaeton hip-hop sound to big band salsa sounds, both from the early 1950’s to contemporary music....and to the melodies of vibrating Latin jazz.

Performers such as Tito Rey y KonMelao will take the stage, as well as Dainamite and Gaby, a high powered Reggaeton group that will combine the salsa and hip hop sounds so popular today. El Kynto Elemental, another Reggaeton act will add to the dance excitement of Puerto Rico.

Superstars from the island of Puerto Rico include PAPO COCOTE y El Montuno, a veteran salsero who has made a strong return with his savory release consistently delivering infectious and smoking dance grooves. His voice is laced with the wisdom of experience and it is truly, Salsa Autentica. Also appearing will be RAFY SANTANA AND LA HOMENAJE, a superstar from Puerto Rico who dedicates his music to the late Hector Lavoe, a great legend of salsa.
In addition, the Plena ES! the local orchestra will feature the sounds of plena, bomba and cuatro. The day will be filled with Red, White and Blue and the excitement of a proud culture.

Along with the non-stop entertainment will be sumptous Puerto Rican and Latin foods, arts and crafts, small business expo, charity tent and kids fun. It's free all day....and guests can bring beach chairs and umbrellas to enjoy the culture and traditions of Puerto Rico.

"We are thrilled to bring the veteran salseros to Fort Lauderdale to celebrate our culture, music and contributions" said Frank Nieves, President of Puerto Rican/Hispanic Chamber of Commerce who is organizing the Puerto Rican entertainment for VIVA LA PLAYA on Sunday. Nieves, who produces Fiestas Patronales and founder of My First Horizon, a non profit organization dedicated to providing quality residential placement for individuals with developmental disabilities, has worked to improve the business and cultural opportunities for Puerto Ricans and other Hispanics in the Broward.

VIVA PUERTO RICO is presented by Latin Power, Inc., the producer of the monthly Bank of America FIESTA FORT LAUDERDALE Latin jazz brunch, and the signature celebration of Hispanic Heritage Month, Bank of America VIVA BROWARD! “We are committed to increasing the visibilility of Hispanic-Americans in all we do. It is important to understand the multicultural community we live in, and VIVA PUERTO RICO is another way to enjoy that diversity,” said Erwin M. Vasquez, M.D., founder of Viva Broward! and Light of the World Clinic, a free healthcare clinic for the poor. Funds raised from beverage sales will benefit the needy.

With recent statistics indicating more than 350,000 Latinos living in Broward, it’s not just great fun and music at VIVA PUERTO RICO, it is also an opportunity for sponsors and local merchants to reach the Hispanic consumer. The purchasing power studies indicate strong future growth of the 2nd and 3rd generation English-speaking Hispanic market....and Broward County is the place to be to target this dynamic, sophisticated consumer. Direct marketing at festivals and other non-traditional community activities captures this consumer, and once on board, statistics prove that Latinos remains loyal.

Sponsors include Comcast, Advanced Cable TV, Univision Channel 23, Bank of America, Budweiser, The Zoo Health Club, Broward County Transit, Dade and Broward Injury, Puerto Rican Chamber, El Heraldo newspaper and Broward Convention and Visitors Bureau.