
With the aim of enhancing economic activity and safety on 23rd Street in Richmond, a group of merchants decided to throw a big party about 13 years ago.
Today, that party, a collaboration among local businesses including annual sponsor Chevron Richmond, is among the best attended and most respected Cinco de Mayo festivals in the Bay Area. And since local merchants began inviting thousands of people to their street one day each year, the important commercial corridorās reputation has enhanced and its merchants are more unified, according to Gonzalo Ochoa, owner of G&O Tires and new president of the 23rd Street Merchants Association.
This Sunday, May 5, the free-admission festival is expecting its largest gathering. The event runs from 10 a.m. to 5 p.m. on 23rd between Clinton and Rheem avenues.

Typically, over 100,000 people from throughout the Bay Area visit the festival each year to watch live entertainment on three stages while perusing an endless list of authentic, traditional food options.
One would expect that size of crowd to cause public safety problems. But every year, the Richmond Police Department has characterized the festival as peaceful.
Rigo Mendoza, owner of rigo’s Auto Sales who co-founded both the festival and the 23rd Street Merchants Association along with former City Councilmember John Marquez, attributes the peace to the eventās focus on a family-friendly, alcohol-free atmosphere. In the first few years, it wasnāt easy to convince people to visit Richmond for a festival, Mendoza said. Today, a majority of the festival-goers are from out of town. The festival has been a boon for both Richmondās reputation and the businesses that operate on 23rd Street, Mendoza says.
This year, there will be 26 food vendors, not to mention the existing 23rd Street restaurants that will be selling their best grub. Youāll be able to watch Mexican and Native American dances, Lucha Libre wrestling, and kids will be able to ride ponies, jump around in bouncy houses, get their faces painted, and participate in games and crafts. Azteca America and 93.3 La Raza will again participate in this yearās festival.
Ochoa said the festival takes a full year to plan, with much of the work occurring five months before the date. The merchants donāt make a profit on the festival, and itās a lot of work, Ochoa said. But he said itās worth having an annual event that provides exposure for 23rd Street businesses and ultimately helps raise up Richmondās reputation as a compelling and safe community.
āBring your family and your kids,ā Ochoa said. āOnce you see all the vendors, the dancing, the food, youāll see what makes it special.ā