City officials are putting the finishing touches on an Aug. 4 car show expected to not only draw between 5,000 to 7,000 spectators from around the country, but also reassert Española’s prestige as the lowrider capital of the world.
“We’re trying to make a positive impression in the Valley,” said event organizer Thomas Martinez. “We’re doing our best to keep it positive and bring back our culture.”
The family-oriented event—dubbed Main Street Showdown de Española—plays on a decades-old rivalry between Española and Los Angeles, both of which claim to be the birthplace of lowrider culture. Martinez said he expects upwards of 350 of the highly customized automobiles to be on display during the six-hour showdown.
The festivities will be held on Paseo de Oñate, between the Hunter Building and the bridge from 11 a.m. to 5 p.m., and will also feature a children’s play area, food vendors, a beer garden and live music.
While on the surface the event pays homage to one of Española’s enduring cultural contributions, behind the scenes it’s being quietly hailed as something of a turning point for a city more often viewed as an oasis between two larger, better respected cities, than a destination in its own right.
Pulling-off what Mayor Alice Lucero believes to be the single largest event in city history may work to begin changing that perception. What began in January as a modest proposal for a summer car show has since blossomed into a national-level competition, complete with judges sanctioned by Lowrider magazine, Lucero said.
With thousands expected to descend on the Valley this weekend, the event will certainly give a much-needed boost to local businesses still struggling in a shaky economy.
“With a major influx of people, our service-oriented businesses will see a huge benefit,” said Kelly Duran, president of the Española Chamber of Commerce. “Anytime you bring people to town you get people spending money and everyone benefits.”
Seeing the Potential
Among the most exciting aspects of the lowrider show for Councilor Salazar is it underscores the city’s potential for hosting large-scale events into the future. both as a means of promoting civic vitality and replenishing city coffers through gross receipts and lodgers taxes.
“This is going to be a good test run to see where we’re at,” he said. “It’s going to be a great thing for the city. I think it’s very promising to see our potential as a destination.”
In addition to future car shows, Salazar said he’d get behind other large events showcasing the city’s culture, especially when it comes to its artists. He sees no reason why Taos and Santa Fe should command all the attention of art enthusiasts.
“Artistically we’re every bit as good as them, if not better,” he said. “This Valley is full of wonderful people.”
Councilor Pedro Valdez likewise sees the city’s potential in becoming a destination rather than a town people only pass through. He suggested an annual motorcycle rally as one possibility.
But while the city provided the necessary permits and logistical support, it was a group of ordinary citizens armed with a vision that brought this weekend’s event to bear. For Martinez, it is a way of bringing people together while helping the community.
“We’re trying to make money to help out youth programs,” he said. “And we’re raising money to build a lowrider museum.”
Lucero said suggested the best marketing comes from attracting people to Española who will then spread the word about what has to offer.
“The more people that come, the more people who will see how beautiful our city is,” she said. “I don’t know what to expect this weekend. I didn’t expect it to be an event of this magnitude, but we’re going to learn a lot from it.”
New Era
Of Cooperation?
Despite months of planning, city officials acknowledge they don’t know what to expect as thousands descend on Española, but are hoping for the best. Although compared to the Española’s annual fiesta in terms of size, interim city manager Joe Duran said the major difference is the fiesta is a local event for local people.
“We already know how people around here behave,” he said. “But we don’t know how other people will behave. It’s a family-oriented event so we’re not expecting any trouble.”
Still, the estimated turnout, which varies from 5,000 to 7,000 people depending on who is asked, necessitated an unusual level of collaboration among local government entities and agencies that aren’t always the most cooperative.
“I feel it’s very promising,” said City Councilor Dennis Tim Salazar. “It was a great opportunity to work hand-in-hand with one another, because we’re all one team.”
Joe Duran said Cultura, the promotion company sponsoring the event and co-founded by Thomas Martinez, has recruited some 50 volunteers to help staff the event.
Española’s interim police chief Stephen Branch said the city’s full contingent of officers will work alongside 11 state police officers, three deputies from the Santa Fe County Sheriff’s Office, in addition to security guards from ProSec, a local security firm, to keep the event safe.
Joe Duran said the large show of force shouldn’t suggest the city is anticipating trouble, but is rather a precautionary measure aimed at deterring those who may be inclined to making trouble.
Emergency personnel will also be on hand throughout the event, with Española Hospital managing triage operations and Agua Sana running the first aid station and an on-site medical facility.
Rio Arriba County emergency services manager Mateo DeVargas is also assisting the event, splitting resources between the car show and the County Fair, also scheduled this weekend.
As the event draws to a close, thousands are expected to fan out to area establishments. Kelly Duran said he has forewarned local businesses to be prepared for a crush of customers.
“I think our restaurants and hotels are up to the challenge,” he said. “I believe every hotel we have available will be filled to its max. And I think we have enough restaurants to go around.”
Travel Information
During Main Street Showdown de Española, Paseo de Oñate will be closed from the Hunter Building to the Oñate Bridge. Calle Chavez and Hunter Street will remain open to local traffic only. Parking is available at the Junior High School, the Bond House and the Plaza.