Mariachi on the Move

Conditional statement of the day: If you think mariachi is corny music best heard (but not listened to) over a big cheesy plate of tacos, then . . . you ought to take a flying leap.

At least that’s how promoter Rodri Rodriguez sees it, and intends for the rest of the world to see it, eventually.

To Rodriguez, mariachi is as regal as a diamond tiara, sophisticated as classical European etudes and worthy of the same reverence.

In this spirit, Rodriguez created the Mariachi USA Festival 11 years ago. The glittery event, topped by an elaborate fireworks display, has become an institution, selling out a Saturday night at the Hollywood Bowl every year, and nearly selling out the following afternoon.

This year, Rodriguez’s mission to showcase mariachi as an upscale music lover’s music has been greatly enhanced with the addition of a third performance--June 24 at the Indian Wells Tennis Garden in the Coachella Valley.

The new $77-million facility includes a 16,071-seat stadium, a private club and a gourmet kitchen capable of preparing food for 200,000. The spot prides itself on being classy--later this year, the Boston Pops will perform there. In other words, it’s exactly the kind of venue Rodriguez wants for her mariachi extravaganza.

‘All Sorts of People Love This Music’

“It’s an awesome place,” Rodriguez says. “It says clearly Latinos are not only in the L.A. demographic, we’re everywhere. And beyond Latinos, all sorts of people love this music. . . . A lot of wealthy people [are] going to Palm Springs for the whole weekend.”

Rodriguez says the Indian Wells stage setup will reduce seating to about 10,000. She anticipates people will come from the Coachella Valley as well as from Los Angeles, San Diego, Las Vegas and Arizona for the show.

Raymond Moore, president of Indian Wells Tennis Garden, says, “We’re going to put mariachi on the map here in the Coachella Valley. This is a good venue because we have such a large Latin, Hispanic population in the area. This would be a natural success.”

This year’s featured acts include Mariachi Cobre, from Florida; Mariachi Internacional de Guadalajara, from Mexico; Mariachi Imperial de Mexico and Mariachi Mujer 2000, both from California; Mariachi Cielo de Mexico, from Arizona; and folkloric dance troupe Ballet Tonantzin. The Indian Wells show will feature the San Antonio group Companas de Mexico instead of Mariachi Cobre.

Rodriguez, a longtime concert promoter, sort of lucked into the deal with the Indian Wells Tennis Garden when an old friend of hers, former concert promoter Neil Jackaway, was hired as the managing director of entertainment and special events for the facility.

Jackaway was familiar with Mariachi USA and courted Rodriguez to bring the show to the Coachella Valley.

“The show is just spectacular,” Jackaway says. “And Rodri is one of the smartest darn people I’ve ever met, and the nicest. . . . My sombrero goes off to Rodri for recognizing the appeal of this music could be broad-based, if presented the right way.”

*

The Indian Wells show will also feature a pre-show party for patrons, starting at 3 p.m., featuring Mexican food and drink in the clubhouse, according to Jackaway.

Rodriguez says this year’s Mariachi USA will be taped for television broadcast (the outlet and schedule are still under negotiation). She said she is funding the taping with her own money, at a cost of $250,000.

The motivation for the television taping came from the frustration Rodriguez has felt watching the media fawn over Latin pop and the Miami music scene this past year.

“I am so sick of everyone crediting Miami with Latin music,” Rodriguez said. “It all really began here, and I resent them saying it’s all about Miami. And I’m a Cuban, OK? Keep that in mind. . . .

“I’d love to tuck that money away and retire, but a statement needs to be made. It’s a worldwide statement for music. I just won’t be shut up. The statement is: Mariachi is an important genre to the world, to the Latin music movement, and it’s a most passionate and important genre to Mexicans living in and out of Mexico. Us producing this TV show was our way of showing that to the world.”

Rodriguez was born in Cuba but raised in Albuquerque, where her family settled after fleeing Fidel Castro’s revolution.

“My [Mexican] friends say I’m more Mexican than they are,” Rodriguez said. “It’s not that I don’t feel passionate about Cuban music, because I do. But I love classical music, and mariachi has similar instrumentation. Plus the fact that the music in and of itself is storytelling and passionate in its delivery of those lyrics. It just winds me up and springs me off, and there I go, like a little top.”

BE THERE

Mariachi USA Festival, Hollywood Bowl, 2301 N. Highland Ave., Saturday at 6 p.m. and Sunday at 5 p.m. $10 to $127. (800) 627-4224. Also June 24 at Indian Wells Tennis Garden, 78200 Miles Ave., Indian Wells. 6 p.m. (Fiesta at 3 p.m.). $10 to $75. (800) 999-1585.