In light of some negative stereotypes, and misunderstandings existing in the community, civic leaders decided to utilize cultural arts as a way to educate the public and curtail some of the racial tensions. Various community members worked tenaciously to promote the history, culture, and heritage of Mexican Americans in hope of unifying the various ethnic and racial groups in Lubbock, as well as a form of educating other groups, while maintaining and instilling pride.

As the face of Lubbock changed, a group of civic-minded volunteers joined together to build awareness and sustain the rich Mexican heritage they shared. Many of the families that had migrated to Lubbock from areas with high Mexican populations were accustomed to participating in traditional “Fiestas Patrias”, festivals in observance of Mexican Independence Day.

Leaders from the Mexican American community developed a local festival creating an event full of pageantry and cultural pride. The committee was made up of families from the barrios (neighborhoods), business owners, priests, and other civic leaders. Collectively they joined together to celebrate the rich Mexican culture, and to observe significant holidays.

Throughout the years the outdoor festival continued to gain popularity. As the event grew bigger, organizers realized that they would have to seek out new avenues to sustain the growth. Regrettably, the organization had experienced many problems with inclement weather, resulting in cancellations, thus financial loss.

The volunteers were ready to sustain the event at whatever lengths necessary. Unfortunately, members were divided on the decision to hold the traditional festival outside, or move it into an indoor facility. In lieu of this decision, the group broke up, ultimately resulting in simultaneous festivals; one outside the other inside.

 One of the presidents of Fiestas Mexicanas, Francisco “Speedy” Gonzales, a businessman who owned many Laundromats, worked tenaciously to encourage the groups to reunite and join forces. Nonetheless, for two years the separate events existed and were held at neighborhood parks such as Guadalupe and Rodgers, as well as downtown on Broadway Street.

“The moves took a strain on both groups. Festival attendees were confused and disappointed by the lack of consistency. One group insisted on maintaining them (the festivals) in neighborhood parks to keep the traditional outdoor event concept. We all had the right ideal we just wanted to keep the tradition alive,” said Carmen Salazar, one of the founding members of Fiestas Mexicanas.

Concerned about the stability of the event, Sylvia Martinez, who was employed by the City of Lubbock as the Community Development Director, encouraged members of various Mexican American organizations, as well as civic leaders, to reorganize and bring the festival to a new level.

“The timing to make changes was right. The event itself was dying. We wanted this to be an inclusive event for the entire community, as well as provide a chance for others to learn about the Hispanic culture,” she said.

As a result, Fiestas Mexicanas and members from the groups, joined together to become a non-profit organization. After a few years they emerged in full force. As such in 1986, Fiestas del Llano became incorporated. Their mission became to promote the history of the Mexican-American influence within the West Texas region, and to promote a better understanding of cultures through the celebration of many historic events, as well as the arts.

“We had a variety of individuals from members of Hispanic media, to business owners, to City Council members, who worked together to sustain the event and condition its growth. We turned a vision into a reality,” Martinez continued stating that the first year under the new name was a pretty radical change but a necessary move.