This Saturday, Highland Park Celebrates Them
Three Latina entrepreneurs have anchored Highland Park’s York Boulevard for up to 17 years, building businesses that became the backbone of one of LA’s most celebrated independent corridors. This Saturday, October 11, the 11th Annual Mercado Fall Festival (12-8 PM, York Blvd between Avenues 50-52) celebrates them with a free, three-block party of art, food, and community.
The festival’s main stage, Friends Over Followers, is hosted by LABellatini (Isabel Reyes), a DJ, curator, and community connector who has activated markets and showcases across Los Angeles for years. Her lineup spotlights Highland Park’s musicians, dancers, and performers – many of whom work at the very businesses lining York Boulevard. LABellatini’s work embodies what the Mercado stands for: joy, representation, and collaboration.
The festival’s three Latina entrepreneurs who have anchored York Boulevard for years: Noelle Reyes has run Mi Vida Boutique since 2008, providing a platform for Chicanx artists and creatives for 17 years. Corissa Hernandez, a first-generation Chicana entrepreneur and financial educator, co-founded Nativo and Legacy Full Circle Financial. At the Mercado, Nativo debuts a special cocktail menu with drinks inspired by neighboring businesses. Marcy Guevara-Prete launched The Plus Bus in 2015, LA’s premiere mobile plus-size boutique creating community and style for a market the fashion industry ignores.
These women represent a growing wave of Latina business leadership, creating spaces that are not only successful but intentional about who they serve and what they represent.
This year carries special meaning. As small businesses and street vendors across Los Angeles face economic pressure, the Mercado is both a celebration and an act of resilience – a moment to rebuild, reconnect, and reaffirm the creative economy that defines Highland Park.
Now in its second decade, the Mercado Fall Festival stands as both celebration and statement: that culture, creativity, and local business ownership remain the heartbeat of Northeast Los Angeles. With live music, lowriders, art activations, and over 100 neighborhood vendors, the Mercado continues to grow as one of LA’s most beloved community events – powered by collaboration, heritage, and pride.
Mercado Fall Festival
York Blvd between Avenues 50 & 52, Highland Park
Saturday, October 11, 2025 | 12 PM – 8 PM
Music, food, art, car clubs, and local vendors
Follow @FriendsOverFollowers for updates and behind-the-scenes coverage.