Fernando Mendez President and Founder Fiesta in America
Fernando Mendez President and Founder Fiesta in America
“The most memorable moment is the annual decision to continue ‘Fiesta in America.’ This moment is significant because it symbolizes our ongoing commitment to the mission that started it all, ensuring the festival’s legacy and impact endure.”
“FIESTA in America” — a festival of Filipino music, entertainment, native products, street food, and more — is touted as the largest indoor Filipino event in the US East Coast.
Nearly three decades ago, Fernando Mendez and his late wife Mila were driven by a mission to connect Filipino entrepreneurs with mainstream businesses and Filipino American consumers.
“We envisioned a festival that would highlight immigrant-centered services, Filipino products, heritage and talent,” Mendez told The Manila Times.
“That vision led to the inception of ‘Fiesta in America,’ which is now on its 26th year.”
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First held at the Meadowlands Exposition Center in Secaucus, New Jersey, “Fiesta in America” was staged annually through Mendez’s commitment and the unwavering support of the community and the substantial backing from their partners at American Dream.
This year, “Fiesta in America” will return for two days, August 17 and 18, at the premier venue, American Dream, the second-largest retail and entertainment center in the United States (after Mall in America) at East Rutherford, New Jersey.
American Dream gets over 60,000 visitors on weekends.
The partnership of “Fiesta in America” and American Dream that started in 2021 is a business milestone that Mendez has been constantly proud of.
“Having the support of the second-largest entertainment and retail complex in America is a significant milestone,” Mendez beamed. “That collaboration has elevated the festival’s profile and reach, and we are immensely proud of that achievement.
“That is a testament to our enduring relevance and appeal. With the support of American Dream, our event this 2024 will underscore our strong presence and the robust demand for our festival.
“The most memorable moment is the annual decision to continue ‘Fiesta in America.’ This moment is significant because it symbolizes our ongoing commitment to the mission that started it all, ensuring the festival’s legacy and impact endure.”
Opportunities
“The chance of giving opportunities to small and big businesses, and their employees in the Philippines to expand their horizon in the US, Filipino performers to showcase their talents and skills to homesick Filipinos, plus the Filipinos in many parts of the globe to network and unite with their relatives and friends using ‘Fiesta in America,’ the platform of being together.”
Stewarding “Fiesta in America” is Mendez’s humble way of promoting the Filipino culture, products, talent and the beauty of the Philippines.
Preparing for “Fiesta in America” is a yearlong process, according to Mendez.
The organizers are busy the whole year round just to mount a two-day event. This year, the event returns to be staged for two days again after the pandemic.
“We begin planning for the next event immediately after the current one ends, sometimes even before,” Mendez shared.
“The hardest part of staging the event is coordinating the numerous moving parts to ensure everything runs smoothly — from securing venues and sponsors to organizing committees, sales teams, performances and vendor logistics.”
Without bragging, “Fiesta in America” has evolved significantly since its inception.
“In the early years, attendance was modest, with a few hundred attendees,” recalled Mendez. “Today, we have grown and attracted about 10,000.
“We have expanded our audience base, drawing a diverse, multicultural crowd, including Filipinos and other multicultural groups, thanks to our strategic partnerships and continuous innovation.
Expectedly, “Fiesta in America” took a halt when pandemic happened and hurled many challenges.
“We paused the festival for two years during the pandemic to prioritize the safety of our team, sponsors, exhibitors and attendees,” said Mendez.
“That decision was challenging, but necessary to ensure the long-term viability of ‘Fiesta in America.’
“The main challenges included maintaining community engagement and adapting our plans to the evolving public health landscape. However, during those times, we still continued to hold picnic events of less than 200 people in local parks.”
Over the years, “Fiesta in America” has been graced by numerous celebrities, including Pilita Corales, Gary Valenciano, Martin Nievera. Bea Alonzo, Kim Chiu, Marian Rivera, Pops Fernandez, Vilma Santos, Nora Aunor, Piolo Pascual, Sam Milby, Dingdong Dantes, Jericho Rosales, Hotdog, and many more.
This year, entertainers in the line-up include Jessica Sanchez, Bryan Termulo, the New Jersey-based award-winning vocal group Sounds of Manila, Shane Ericks and Lirazen Rose.
The 2024 edition of the Metro Manila Film Festival (MMFF) New York edition will also be hosted by “Fiesta in America.”
“We will try to accept the requirements of MMFF,” Mendez said.
“For the meantime, the ideal movie to be screened is ‘Jose Rizal’ directed by Marilou Diaz Abaya and shown in 1998. We will screen it to Rizal loyalists who are on the East Coast. We are looking at August 13.”
A week before its opening, “Fiesta in America” will hold a People’s Ball on August 11 to be mounted at Marriott Newark International Airport Hotel in New Jersey. Chaired by Mendez’s partner, Laura Garcia, the much-awaited annual event comes with live performances, ballroom dancing, buffet dinner and Empowerment Awards recognizing outstanding Filipino Americans in the US.
The gala will be traditionally attended by influential leaders, movers and shakers in the Fil-Am community in the East Coast.
Admittedly, being the president of “Fiesta in America” has its pros and cons.
“The advantage is witnessing the professional and personal growth of my team through our collaborative efforts,” said Mendez. “Additionally, it is fulfilling to create opportunities for organizations and businesses to thrive.
“The disadvantage is the countless hours required, especially in planning, putting together contents, thinking of innovative and creative ideas, creating productive teams to ensure the event’s success. Despite the challenges, the fulfillment derived from our achievements makes it all worthwhile.”
Playing to win
As a child, Mendez loved playing games, and he always liked to win.
“I loved playing chess and was good at maths and music,” he disclosed.
“I discovered I had a talent in art when I was 16 years old.
“I did not aspire to be someone. I knew I could learn fast, so I tried to learn as many skills as I could because that would be my gateway in earning a living. As a kid, I grew up poor, therefore, I wanted to have a decent life.
“While I was initially sidetracked, I gained valuable experience by learning from other leaders and CEOs (chief executive officers), talent, skills and hard work, which eventually paved the way for me to earn the title.”
Mendez earned his Fine Arts degree, majoring in Advertising, at the University of Santo Tomas (UST).
“My education was instrumental in my career, leading to roles with top advertising companies handling top multinational accounts,” he mused.
“In the US, I was able to work with many companies that led me to travel to other countries for my skills in art direction and photography.”
He started his apprenticeship and future career in design as art editor of The Varsitarian, the student newspaper of the UST.
Back then, Mendez had won a number of in-and-out campus art competitions that served as his passport to key positions in Manila’s advertising industry upon his college graduation in 1974.
Mendez migrated to the US in 1982 with his wife Mila and two sons — Nathan and Mervin — after living a hectic lifestyle in metropolitan Makati.
He moved to Billings, Montana, a rural community in the mountainous west with a small population, and worked as art director for many companies.
“I discovered business in printing, graphic arts, publishing and event management, which extended in my exposure to real estate and trading securities,” Mendez said.
“As art director, I visited and worked in Amsterdam in the Netherlands every year. I retired when Covid-19 hit in early 2020.”
Making the big step to move his family to New York City in 1986, Mendez felt the high action that made him manage work and home life effectively.
“My partner, Laura Garcia, plays a significant role in maintaining that balance,” Mendez said. “I cherish spending time with my two sons and that also takes up a considerable portion of my time.
“I unwind by spending time with my family, either traveling or dining with Laura, and being with my sons in New York. Additionally, I enjoy playing chess online, reading, watching movies or documentaries and reading books.”
His normal day starts with reading the news on his mobile phone before he gets off from bed.
“My day starts with planning and organizing things to do, followed by morning stretches,” he said.
“I walk 20 minutes from my condo to the office and usually enjoy a large latte with almond milk plus an egg sandwich. This is the time I also take my medications.”
Mendez loves working every day, even on weekends.
“Sometimes there are gala invitations which I don’t usually miss — my social obligations,” he said. “Laura is always occupied with her teaching job, so we enjoy each other in the evening for dinner and wine.”
Fortunately, he receives unwavering support from his family and loved ones in the work that he does. They are behind him in every major decision that he makes and for that, he is immensely grateful.
“They consistently advise me to always pray, which is a cornerstone of my daily routine,” he said.
Mendez’s father passed on when he was barely 6 years old. He was separated from his mother, so he lived with his grandparents, and the experience was quite different.
“So, I basically lived like I’m on my own,” he admitted.
“My heroes are from my reading documentaries of significant people who are great achievers — [John] Lennon, [Steve] Jobs, [Elon] Musk, and many more.”
QUICK QUESTIONS
What is your biggest fear?
For jobs not getting done. For losing loved ones. Maybe death.
What really makes you angry?
People who are angry at me for no reason. Also jealous people.
What motivates you to work hard?
Achievement
What makes you laugh the most?
Brilliant jokes.
What would you do if you won the lotto?
Pay all unpaid bills. Invest intelligently, support orphans and unwed mothers, entrepreneurs with brilliant minds, educate financially challenged kids and create businesses that will create more wealth.
If you could share a meal with any individual, living or dead, who would they be?
Laura. My partner. We have a lot of things to talk about. We have many extended families who depend on us and possibly make them leaders on their own.
What was the last book you read?
“Fountainhead” by Ayn Rand.
Where do you see yourself in 10 years?
I am a painter by heart and see myself painting important pieces. I don’t have to wait 10 years.
Which celebrity would you like to meet for a cup of coffee?
Paul McCartney, one of the still living Beatles. I have many questions to ask.
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