McALLEN – McAllen will host another festival first later this year with “Catrina,” an all-day music fest Nov. 2 at the McAllen Convention Center.

Victor “Seby” Haddad, McAllen city commissioner, speaks during an announcement for the up coming Carina Music Fest at the Mcallen Convention Center Monday, July 29, 2019, in McAllen. (Joel Martinez | jmartinez@themonitor.com)

City of McAllen officials held a news conference Monday to announce the inaugural event and the 12 artists slated to perform: Victimas del Dr. Cerebro, La Castañeda, Genitallica, Jenny and the Mexicats, Too Many Zooz, Inspector, Ximena Sariñana, Cultura Profetica, Fobia, El Tri de Alex Lora, Zoé and Caifanes.

“Music is one of the most important factors of human beings,” said Denisse Salinas in Spanish, the event’s hostess and an anchor and producer at Noticias Telemundo 40. “We listen to it everywhere. The music is always present.”

First Row Productions, a production company based in the Rio Grande Valley, is organizing the event. Tecate, a popular Mexican beer, is the festival’s official sponsor.

Yajaira Flores, McAllen Convention Center director, thanked McAllen city leadership for “helping… bring these visions to life.” She also described the beginnings of First Row Productions, saying its first show happened in November 2009 at the McAllen Civic Center.

“We could not be happier to share this… with First Row Production,” Flores said.

Catrina’s announcement comes a day after the culmination of MXLAN, a five-day music and arts festival honoring the Hispanic culture, specifically Oaxacan, and the city’s historic relationship with Mexico.

McAllen is also hosting its annual Fiesta de Palmas Sept. 21-22.

McAllen District 5 City Commissioner, Seby Haddad said each of these festivals focus on different themes and cultures. For example, Fiesta de Palmas is very family oriented and Catrina will feature celebrations for Dia De Los Muertos.

“We want to be the lifestyle destination for the Rio Grande Valley,” Haddad said of the city. “There’s a lot of different aspects that I think McAllen is always focused on.”

The city did not plan on having two new festivals this year, but it just so happened that way, he added..

The festival grounds will be an open field in the northeast area of the McAllen Convention Center. Two stages will be set up on either side, and Tecate will be sold on festival grounds, said Jorge Becerra, market manager for HeinekenUSA in South Texas.

El Tri de Alex Lora will commence the festival with a Mayan celebration, said Teresa Guedea from First Row Productions. She explained the event will go on from noon to midnight. Each act will last about an hour and when one ends, another will start at the other stage.

Pre-sale tickets will be sold beginning Wednesday at 10 a.m. and will stay open until 10 p.m. The early bird code is TECATE. The general ticket price is $95 and VIP tickets costs $180.