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.

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LATINAFest®, the largest outdoor festival in the U.S. dedicated to empowering Latina voices while celebrating Latino culture, heritage and entrepreneurship, is thrilled to announce its 7th annual event, returning on June 1, 2025, at their new venue, Gloria Molina Grand Park in downtown Los Angeles. This year’s theme is Legacy, and the festival is set to welcome thousands of attendees, gathering to celebrate Latinas through immersive cultural experiences, music, art, food and powerful conversations.

LatinaFest® has become a beloved fixture in the community, championing Latina pride, resilience, and economic empowerment and provides a platform for emerging businesses and artists to thrive. Tapping into the economic power of Latinas, who according to the Latino Donor Collaborative, contribute $1.3 trillion to the U.S. annual economy, and have been the key to LATINAFest’s growth.

With over 3,000+ attendees, LatinaFest® 2025 invites sponsors to join in the excitement, amplifying their brand’s visibility within a dynamic, diverse audience, committed to supporting local businesses and fostering a thriving Latino community. Past sponsors have enjoyed unique brand activation opportunities, including exclusive branding at festival stages, product sampling, and social media recognition reaching tens of thousands.

By partnering with LATINAFest®, sponsors will have the opportunity to engage a multi-generational audience eager to connect with brands that celebrate and support the values of culture, empowerment, and community impact. This is an invaluable opportunity for sponsors to gain brand affinity, expand their reach, and join in celebrating the stories and successes of Latina entrepreneurs, artists, and changemakers.

Interested sponsors may contact the LatinaFest® team at latinafest.events@gmail.com to learn about exciting sponsorship packages available for this upcoming event.

Tickets are now on sale at Eventbrite. For more information about LATINAFest and upcoming events, please visit www.latinafest.com.
Follow LATINAFest on social media for updates and announcements:
Facebook: @LATINAFest
Instagram: @LATINAFest
X: @LATINAFest

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