(Ed. Note: Today’s article is by new contributing writer Robert Farago, a Rhode Island native who moved to Knoxville from Austin, Texas. He’s worked in media since age 13, serving as a video editor at CNN, and Managing Editor at an alternative newspaper in Atlanta. He has worked as a freelance writer and started several successful blogs. Now living in downtown Knoxville, he enjoys motorcycling through the Smoky Mountains and continues work at his blog, The Truth About Everything).
“Hola Hora Latina is about celebrating Hispanic and Latina art and culture,” an exhausted Pedro Tomas tells me, surveying its now-empty venue. “It’s not political.”
Hola Hora Latina’s President and chief organizer emigrated from Cuba at the tender age of 12. The 66-year-old University of Tennessee Spanish teacher has no illusions about his former home. Regardless, Tomas’ ability to create a safe space for visitors to enjoy Latin food, music and crafts is a particularly American success story.
From its humble beginnings in a small bookstore, the celebration of Hispanic art and culture soon grew into a block party. At the city’s invitation, Hola moved to Market Square. In 2021, the event made its post-Pandemic debut at the World’s Fair Park’s Festival Lawn.
Last Saturday’s incarnation was a massive endeavor: 14 food vendors, 10 Latin-owned businesses, 10 corporate sponsors, 17 community organizations and a long line of “heritage” tables, where UT, Pellissippi, and high-school student volunteers educated visitors on a dozen Spanish-speaking countries.
Some 15 thousand men, women and children filled the colorful space. The multi-ethnic crowd gathered to savor ethnic food, peruse the booths for Hispanic goods and local services, marvel at the Latin dance troupes and gyrate the day and night away to the main stage’s world-class Latin music.
Judging from the bondad of the ticket holders braving the tropical heat, Hola’s stated goal – to “create bridges into the community” – was fully realized. Tomas’ goal – a peaceful, productive event – was no less obvious.
“We sold a lot of beer,” Tomas said with an infectious smile. “I’m proud of how people behaved,” he added, referring to dangerous incidents suffered by other festivals.
Tomas attributes Hola’s positive vibe to the overall atmosphere.
“The up and lively music kept people happy,” he asserts, downplaying his efficient, calming influence on the proceedings. “They didn’t want to leave.”
Thanks to the aforementioned heritage tables, children left Hola with a greater understanding of the Hispanic diaspora. After quizzing them on the given nation’s art, food, geography, climate and more, volunteers from UT, Pellissippi, and local high schools stamped their “passports” with flag stickers. History class was never so much fun.
Meanwhile, corporate and local organizations – including the Knoxville Zoo, U.S. Bank, Centro Hispanico, Knoxville Child Services, CB Immigration Law and Hola Sponsor of the Year the Torres Law Firm – made their pitches. Information provision was never so friendly.
Tomas reports that the City of Knoxville was equally forthcoming, despite giving Hola just five weeks’ notice that a major concert forced them to downsize the normally two-day event to one. “They gave us an extra day to set up and break down,” he reveals. “They really like this event.”
What’s not to like? Hola Hora Latina reflects and projects the undeniable cultural vibrancy of Marble City’s growing Hispanic community. And, crucially, its desire to reach out to other ethnic groups. To make connections that strengthen our common bonds as Americans.
“Even though we have different customs, we are one people,” Tomas defers. Next year’s Hola promises to realize that vision. Again.