Vida y Deportes
Latine Holiday Festival & Marketplace 2026
"Celebrating Culture. Strengthening Community. Building Futures."
Presented by: Vida y Deportes | Twin Cities, Minnesota
Prepared by: Henry Torres | henry@vidaydeportes.com | Date: September 1, 2026
Letter of Introduction
Dear Twin Cities Community & Business Partners,
My name is Henry Torres, and I am the founder of Vida y Deportes digital and Events- a media group and community organization rooted in the Twin Cities and dedicated to uplifting the Latine and emerging communities through sports and community storylines, culture, and economic empowerment. I am writing today to formally invite you to our Latine Holiday Festival & Marketplace 2026- a milestone community celebration designed to honor Latine holiday traditions and amplify local small businesses during the most important shopping season of the year.
The Twin Cities is home to one of the fastest-growing Latine communities in the Midwest. Minnesota's Hispanic and Latine population has grown by 38% since 2010, now representing over 345,000 residents a vibrant, economically active community with an estimated $11 billion in annual household income and a labor force participation rate of 77.5%- the highest of any demographic group in the state. These are not statistics. These are our neighbors, our families, our guests- and they are your guests.
The Vida y Deportes Holiday Festival & Marketplace 2026 will bring together 500+ attendees over a vibrant weekend on November 28, 2026. It will feature a Grand Marketplace with 15+ local and minority-owned vendors, a live cultural entertainment stage, a bilingual Kids' Holiday Arts & Crafts Zone, authentic food experiences, community resources, and branded activation opportunities designed to put our partner's name and values at the very heart of a joyful, culturally rich celebration.
I believe deeply in long-term, authentic partnerships- and I believe that our valued partners and Vida y Deportes share a vision: thriving communities where every family has access to joy, commerce, and connection. I would be honored to connect with your team to discuss how this partnership can be structured in a way that delivers measurable return on investment, meaningful community impact, and lasting brand loyalty in the Twin Cities Latine community.
With respect and community pride,
Henry Torres
Founder | Publisher | Executive Producer, Vida y Deportes
Minneapolis, MN | henry@vidaydeportes.com
Twin Cities Metro Area
About Vida y Deportes
A Movement Rooted in Familia
Vida y Deportes is more than an organization- it is a movement rooted in familia, cultural pride, and the belief that community is built one shared experience at a time. We exist to connect, celebrate, and elevate the Latine community across the Twin Cities through sports, culture, and commerce.
Our Mission
Vida y Deportes was founded on a singular conviction: that the Latine community in Minnesota deserves spaces, platforms, and programs that reflect its identity, honor its traditions, and expand its economic opportunity. Our mission is to connect the Latine community in the Twin Cities through sports, culture, and commerce- creating pathways to health, belonging, entrepreneurship, and collective pride.
What We Do — Programming Overview
Cultural Events & Festivals
Vida y Deportes produces signature cultural events that celebrate the richness of Latine heritage- from World Cup Street Fairs, Workforce and other Community events. These events serve as anchor community gatherings, drawing thousands of attendees and providing platforms for local artists, performers, and small businesses.
Marketplace Activations
We produce community marketplace events that give small and minority-owned businesses access to large, culturally aligned audiences. Our marketplaces are designed to convert cultural celebration into economic opportunity; putting dollars directly into the hands of Latine entrepreneurs.
Youth Development
Through sports programming, mentorship, and cultural education, Vida y Deportes invests in the next generation of Twin Cities Latine leaders. Youth programming connects young people to their cultural roots, to healthy lifestyle choices, and to a community of peers and mentors who look like them.
Geographic & Demographic Reach
- Primary Service Area
- Minneapolis – Saint Paul Metropolitan Area (Twin Cities Metro)
- Primary Community Served
- Hispanic / Latine families, including first- and second-generation immigrants
- Secondary Audiences
- Latine & emerging small business owners, community organizations, youth athletes, regional families
- Languages
- English and Spanish (fully bilingual programming and communications)
- Community Footprint
- Events and programming touch neighborhoods across Minneapolis, Saint Paul, and the wider metro area
Our Core Values
Comunidad (Community)
Every program, event, and partnership begins and ends with community wellbeing.
Familia
We operate with a family-first lens — welcoming all ages and centering intergenerational connection.
Economic Empowerment
We believe cultural celebration and economic opportunity are inseparable.
Cultural Pride
Latine heritage is a source of strength, beauty, and identity — we celebrate it loudly and proudly.
Inclusión
Our spaces are radically welcoming — to every background, generation, and immigration status.
Event Overview
Latine Holiday Festival & Marketplace 2026
The Vida y Deportes Latine Holiday Festival & Marketplace 2026 is the region's premier Latine holiday celebration- a day for cultural, commercial, and community experience designed to honor the richness of the holiday season through a Latine lens.
Event At-a-Glance
- Event Name
- Vida y Deportes Latine Holiday Festival & Marketplace 2026
- Presenting Sponsor Title
- To be Announced Vida y Deportes Holiday Festival 2026
- Date
- Weekend Event, November / December 2026 (Specific Date TBD by October 2026)
- Duration
- 1 Day Event
- Venue
- La Doña Cervecería, Minneapolis
- Expected Attendance
- 500 – 1,000 Attendees
- Languages
- Fully Bilingual — English and Spanish Throughout
- Target Audience
- Latine families, local small business owners, community organizations, regional shoppers, Twin Cities general public
- Admission
- General Admission | FREE
Event Theme
Celebrating the richness of Latine holiday traditions- Día de los Muertos, Thanksgiving, Las Posadas, Navidad, Nochebuena, and Three Kings Day, through family activities, music, food, and shopping.
The event is anchored in the authentic holiday calendar that Latine families carry with them- a season that begins with the sacred remembrance of Día de los Muertos and extends through the joyful feasting of Nochebuena and the gift-giving magic of Three Kings Day. By centering this full arc of the Latine holiday experience, the Festival offers something genuinely different from standard holiday events: a culturally resonant, family-forward celebration that honors tradition while building new community memories.
Event Format — Programming Zones
1. Grand Marketplace
The Grand Marketplace is the commercial heart of the Festival- a curated bazaar featuring 15+ local vendors and small businesses, with priority placement for minority-owned, women-owned, and Latine-owned businesses. Vendors will offer handmade goods, apparel, jewelry, home décor, cultural products, and holiday gifts. This zone drives the primary economic impact of the event and provides small businesses with access to a high-traffic, culturally aligned consumer audience during the peak holiday shopping season.
2. Holiday Food Court
An authentic culinary experience featuring Latine cuisine and regional favorites- tamales, pozole, pan dulce, atole, birria tacos, elotes, 'Abuelitos Hot Chocolate' and more- alongside family-friendly holiday fare. Food vendors are locally sourced and community-operated, ensuring that food revenue stays within the local economy.
3. Live Cultural Entertainment Stage
A professional main stage featuring folklórico dance companies, mariachi bands, live DJ, and featured performers. Entertainment runs throughout both days and celebrates the full spectrum of Latine musical and artistic traditions. The stage provides a compelling anchor that draws attendees deep into the event and maximizes dwell time.
4. Kids' Holiday Carnival Zone
A dedicated, branded family activity zone featuring carnival Puppeteering, games, craft stations, holiday activities, and bilingual programming for children of all ages. Available for sponsor naming rights- "Kids Zone" at the Title Sponsorship tier. This zone ensures the Festival is a true family destination, extending attendance from individual adults to full family units.
5. Community Resource & Wellness Village
A curated resource area where nonprofit organizations, health providers, financial institutions, and community agencies can connect directly with attendees. Services include health screenings, benefits navigation, financial literacy resources, and community program enrollment. This zone embodies the event's deeper commitment to community wellbeing beyond commerce.
6. Artisan & Craft Vendors
A dedicated wing for local artisans, craftspeople, and independent creators- featuring hand-painted ceramics, textiles, original artwork, holiday ornaments, and culturally inspired handmade goods. This zone complements the Grand Marketplace by providing a more intimate, discovery-oriented shopping experience.
7. Holiday Photo Activation Stations
Branded, holiday-themed photo stations positioned throughout the event grounds- featuring culturally resonant backdrops (Navidad altars, papel picado, luminaria settings, Three Kings scenes)- designed for social media sharing. Co-branded with a Title Sponsorship level, these stations generate organic social media impressions and real-time event amplification.
Community Impact & Audience Demographics
The Latine Community in the Twin Cities
This section presents the demographic and economic context that defines the opportunity to invest in the Twin Cities Latine community through this partnership. Every data point below speaks directly to partner stated priorities of economic vitality, community connection, and small business engagement.
| Metric | Data Point |
|---|---|
| Total Hispanic/Latine Population in Minnesota | 345,640 residents (6.1% of state population) |
| Population Growth Since 2010 | +38% — one of the fastest-growing demographic groups in the state |
| Labor Force Participation Rate | 77.5% — highest of any demographic group in Minnesota |
| Annual Latino Household Income (MN) | ~$11 billion annually — direct consumer purchasing power |
| Total Latino Economic Activity in Minnesota | $52–$70+ billion in annual connected economic activity |
| Latino-Owned Businesses in Minnesota | 2% of all MN businesses — generating $2+ billion in annual sales, employing 17,000+ workers |
| Youth Population (Under 15) | 30% of the Latine community in MN is under age 15 — a critical youth-family demographic |
| Homeownership Rate | 57% of Latine households own homes — up from 39% in 2011 (+18 points) |
Partnership / Sponsor Tiers
Partner Title Tiers
Vida y Deportes offers four carefully structured sponsorship tiers, each designed to deliver meaningful brand value, community visibility, and measurable return. We encourage Corporate Partners to consider the Title & Presenting Sponsorships. A special category-exclusive opportunity that positions 1 major sponsor as the defining community partner of this festival.
TIER 1: PRESENTING SPONSOR- "TITLE SPONSOR"
Category Exclusive — Only One Presenting Sponsor Available
Investment: $10,000
- Exclusive event title naming rights: "Partner Presents the Vida y Deportes Holiday Festival 2026"- used across all event branding, announcements, and communications
- Top-position logo on ALL event materials: banners, digital posters, printed programs, stage backdrop, wristbands, and event bags
- Branded sponsor booth/activation space in premium, high-traffic location
- 2 branded photo activation stations- holiday-themed, co-branded with Partner and Vida y Deportes logos
- Sponsored Kids' Holiday Carnival Zone naming rights: "Partner Kids Zone"
- Logo placement on 50,000+ digital impressions across the 8-week social media campaign
- 30-second brand mention at main stage by bilingual MC- repeated throughout each event day
- 3-minute brand recognition video displayed on main stage screen during peak attendance hours
- Logo and mention in ALL press releases, media pitches, and earned media communications
- Minimum 6 dedicated social media posts across Vida y Deportes channels (Instagram, Facebook, TikTok, LinkedIn) featuring major sponsor branding
- Post-event impact report delivered within 21 days- including photos, attendance data, media reach, and impressions documentation
- First right of refusal for 2027 Festival Title Sponsorship
- 1 dedicated email blast to the full Vida y Deportes subscriber list announcing and celebrating the sponsor partnership
- Co-branded digital poster and social media asset package provided to sponsor for internal distribution, intranet, and team member sharing
TIER 2: GOLD SPONSOR- "COMMUNITY CHAMPION"
Second-position visibility
Investment: $8,000
- Second-position logo on all event signage, banners, and digital marketing materials
- Branded activation space in high-traffic event area with premium placement
- Logo featured on event stage backdrop- visible throughout all live entertainment programming
- 4 social media posts with brand tag across Vida y Deportes platforms (Instagram, Facebook, LinkedIn, TikTok)
- Logo on event wristbands and printed programs- carried and retained by all attendees
- 15-second main stage brand mention by bilingual MC- 3 times per event day
- Logo and mention in all event press releases and media communications
- Post-event impact report with attendance, photo documentation, and media reach summary
TIER 3: SILVER SPONSOR- "MARKETPLACE PARTNER"
Grand Marketplace presence
Investment: $5,000
- Third-position logo on event banners and digital program
- 1 branded space in the Grand Marketplace zone
- 2 social media posts with brand tag across Vida y Deportes platforms
- Logo included in printed event program distributed to all attendees
- Brand mention in opening and closing ceremony remarks from the main stage
- Inclusion in post-event recap email sent to the full Vida y Deportes subscriber list
TIER 4: COMMUNITY SPONSOR — "VECINO PARTNER"
Community recognition
Investment: $1,500 – $2,500
- Logo featured on the event digital program and event website
- Inclusion in the community thank-you social media post recognizing all sponsors
- 1 complimentary exhibitor table in the Community Resource Village
- Certificate of Community Partnership- suitable for display in office or place of business
Media Coverage Plan
PHASE 1: PRE-EVENT — 8 Weeks Out (October 2026)
The following three-phase media strategy is designed to maximize earned media, paid reach, and organic community engagement across the full pre-event, event, and post-event lifecycle. Banner Sponsor brand will appear prominently throughout all media touchpoints.
Spanish-Language Radio Outreach
- • Telemundo TV — Twin Cities market; Spanish-language audience alignment
- • La Raza Radio — regional Spanish-language programming (where available)
- • Local Spanish-language community tv/radio programming and community announcements
- • Negotiated mentions, interviews, and event spotlights with morning and afternoon drive programming
Press Release Distribution
- • Vida y Deportes Digital — Sports and Community
- • Star Tribune — Minnesota's largest daily newspaper
- • Pioneer Press — Saint Paul's flagship paper
- • MinnPost — Twin Cities nonprofit digital news
- • Telemundo Minnesota — Spanish-language television news
- • Univision Minnesota — Spanish-language broadcast media
- • Axios Twin Cities — digital news newsletter
- • City Cast Twin Cities - Podcast
- • Local neighborhood papers (Vida y Deportes, Insight News, Southwest Connector, Northeaster, East Side Review, etc.)
Community Calendar Listings
- • Event listed in 10+ community calendars across Twin Cities metro — digital and print
Influencer Outreach
- • Identify and partner with 4 Twin Cities Latine lifestyle / family influencers (10K–100K followers)
- • Provide influencers with press passes, co-branded content kits, and event access
- • Negotiate pre-event posts, Reels/TikToks, and Story coverage
Paid Digital Advertising
- • 8-week paid campaign launches on Meta (Facebook & Instagram) LinkedIn and TikTok
- • Banner sponsor, co-branded media assets distributed to partner for amplification through their own channels
Sponsor Registration
Tell us about your organization and the tier you're interested in. We'll follow up within 24–48 hours.
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