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The Annual Event Ignites City with Joy, Diversity, and Economic Impact
Vallarta Pride 2024 was a resounding success and organizers say they are taking the event to an international level along with solidifying its position as a cornerstone of the city’s tourism industry and becoming one of the most important events in Puerto Vallarta.
At a press conference on August 9, 2024, organizers went over the successes of the event, and unveiled the theme for the 2025 event, “Revolution” with a focus on the future.
Carlos Plascencia, public relations manager for Vallarta Pride, opened the press conference reminding the attendees that “Vallarta Pride 2024 was more than a party, it was a catalyst for positive change, community growth, and economic development.”
More than 17,000 attendees attended 14 events spanning 10 days. Highlights included the first-ever Beach Party and the transformation of Lázaro Cárdenas Park into a neutral community space.
“We are looking forward to the future of Pride 2025 and plan many new things,” explained Javier Jamiez, president of Vallarta Pride. “We received great support from many people and businesses. Thank you again for all the support we have received. I think that is why it has become the most important event in Vallarta – and this must be highlighted and it must be said – the numbers support it.”
Vallarta Pride 2024 cost $2.9 million pesos to put on. It generated $1.8 million in sponsorships; $275,000 pesos from sales (from stands at the park); $206,000 pesos from ticket sales.
The art auction was a great success and we will definitely do it again next year,” Jimez said. “ It generated $400,000 pesos, with 50% of the 400,000 pesos going towards support of the artists who put up the work. And this event benefitted Arte Vallarta Museo.”
What is not reflected in the numbers above is the economic spill generated by Vallarta Pride, with some estimates saying the festival itself generates millions of pesos in economic benefit for Puerto Vallarta during the event – much of that from Americans. And throughout the year, more than two million members of the LGBTQ+ community visit Puerto Vallarta, generating an estimated $17 billion pesos economic spill. The staggering number represents 40% of the gross domestic product (GDP) of tourism for Puerto Vallarta.
“We had a loss of $640,000 pesos, and that amount was donated by Grupo Garbo,” explained Alfredo Soria, who managed operations for the event. “I am sharing with you the data from the internal operations. This is being done for the first time, so that we can build trust in the community.”
All Photos by Oscar Almeida
Soria explained much of the budget was spent on infrastructure, and that it costs a lot of money to put on a world-class event.
“It takes money, it takes investment,” he said. “We hope that with this transparency that we are showing with you, you will be encouraged to continue supporting us and to bring us brands that want to be part of this festival.”
Plascencia said the organization wanted input from the community as it starts to plan the 2025 event.
Highlights from the press conference:
- A check was presented to Arte Vallarta Museo for $53,000 pesos.
- Pride 2025 aims to be even bigger and better, with a focus on expanding artistic offerings, sports events, and community engagement. The event is also working towards an official relationship with New York City Pride.
- Education events will continue to be an important part of the activities.
- A block party will be planned for 2025.
- Joining the team for the 2025 festival will be Pavel Cortés, Premio Maguey (GDL Film Festival); Marisela Marín, UDG and Quique Galdeano, influencer.
Speakers at the press conference included:
Javier Jiménez, president of Vallarta Pride
Carlos Plascencia, public relations for Vallarta Pride
Alfredo Soria, who oversees operations for Vallarta Pride
Vannesa Pérez Lamas, Secretary of Tourism of Jalisco,. She said that the tourism office would continue the event, through the Puerto Vallarta Tourism Trust.
Christian Cázares, director of Tourism for the City of Puerto Vallarta,
Luis Villaseñor, executive director of the Puerto Vallarta Tourism Trust
Kenya Cuevas, a national leader in LGBTQ+ rights, who will serve as a national ambassador for Vallarta Pride.
Chris Lopez, who will oversee entertainment for the 2025 festival.
Psicóloga Zaira Castillón will oversee sporting events for 2025. She said the Rainbow Run met its goal of 300 runners (its capacity), and they hope to make arrangements for more runners in 2025.
Watch the full press conference here:
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