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Fernando's
hideaway
Courtesy of the Manila Times
Filipino migrant on a mission to bridge talent and heritage
in the US East Coast
By Leah C. Salterio, Manila Times, Philippines
"The most memorable moment is the annual decision to
continue 'Fiesta in America.' This moment is significant
because it symbolizes our ongoing commitment to the mission
that started it all, ensuring the festival's legacy and
impact endure."
"FIESTA in America" — a festival of Filipino music,
entertainment, native products, street food, and more — is
touted as the largest indoor Filipino event in the US East
Coast. Nearly three decades ago, Fernando Mendez and his
late wife Mila were driven by a mission to connect Filipino
entrepreneurs with mainstream businesses and Filipino
American consumers.
"That vision led to the inception of 'Fiesta in America,'
which is now on its 26th year."
First held at the Meadowlands Exposition Center in Secaucus,
New Jersey, "Fiesta in America" was staged annually through
Mendez's commitment and the unwavering support of the
community and the substantial backing from their partners at
American Dream.
This year, "Fiesta in America" will return for two days,
August 17 and 18, at the premier venue, American Dream, the
second-largest retail and entertainment center in the United
States (after Mall in America) at East Rutherford, New
Jersey. American Dream gets over 60,000 visitors on
weekends. The partnership of "Fiesta in America" and
American Dream that started in 2021 is a business milestone
that Mendez has been constantly proud of.
"Having the support of the second-largest entertainment and
retail complex in America is a significant milestone,"
Mendez beamed. "That collaboration has elevated the
festival's profile and reach, and we are immensely proud of
that achievement. "That is a testament to our enduring
relevance and appeal. With the support of American Dream,
our event this 2024 will underscore our strong presence and
the robust demand for our festival.
"The most memorable moment is the annual decision to
continue 'Fiesta in America.' This moment is significant
because it symbolizes our ongoing commitment to the mission
that started it all, ensuring the festival's legacy and
impact endure."
Opportunities
"The chance of giving opportunities to small and big
businesses, and their employees in the Philippines to expand
their horizon in the US, Filipino performers to showcase
their talents and skills to homesick Filipinos, plus the
Filipinos in many parts of the globe to network and unite
with their relatives and friends using 'Fiesta in America,'
the platform of being together."
Stewarding "Fiesta in America" is Mendez's humble way of
promoting the Filipino culture, products, talent and the
beauty of the Philippines. Preparing for "Fiesta in America"
is a yearlong process, according to Mendez.
The organizers are busy the whole year round just to mount a
two-day event. This year, the event returns to be staged for
two days again after the pandemic. "We begin planning for
the next event immediately after the current one ends,
sometimes even before," Mendez shared.
"The hardest part of staging the event is coordinating the
numerous moving parts to ensure everything runs smoothly —
from securing venues and sponsors to organizing committees,
sales teams, performances and vendor logistics."Without
bragging, "Fiesta in America" has evolved significantly
since its inception.
"In the early years, attendance was modest, with a few
hundred attendees," recalled Mendez. "Today, we have grown
and attracted about 10,000. "We have expanded our audience
base, drawing a diverse, multicultural crowd, including
Filipinos and other multicultural groups, thanks to our
strategic partnerships and continuous innovation.
Expectedly, "Fiesta in America" took a halt when pandemic
happened and hurled many challenges. "We paused the festival
for two years during the pandemic to prioritize the safety
of our team, sponsors, exhibitors and attendees," said
Mendez. "That decision was challenging, but necessary to
ensure the long-term viability of 'Fiesta in America.'
"The main challenges included maintaining community
engagement and adapting our plans to the evolving public
health landscape. However, during those times, we still
continued to hold picnic events of less than 200 people in
local parks."
Over the years, "Fiesta in America" has been graced by
numerous celebrities, including Pilita Corales, Gary
Valenciano, Martin Nievera. Bea Alonzo, Kim Chiu, Marian
Rivera, Pops Fernandez, Vilma Santos, Nora Aunor, Piolo
Pascual, Sam Milby, Dingdong Dantes, Jericho Rosales,
Hotdog, and many more.
This year, entertainers in the line-up include Jessica
Sanchez, Bryan Termulo, the New Jersey-based award-winning
vocal group Sounds of Manila, Shane Ericks and Lirazen Rose.
The 2024 edition of the Metro Manila Film Festival (MMFF)
New York edition will also be hosted by "Fiesta in America."
"We will try to accept the requirements of MMFF," Mendez
said. "For the meantime, the ideal movie to be screened is
'Jose Rizal' directed by Marilou Diaz Abaya and shown in
1998. We will screen it to Rizal loyalists who are on the
East Coast. We are looking at August 13."
A week before its opening, "Fiesta in America" will hold a
People's Ball on August 11 to be mounted at Marriott Newark
International Airport Hotel in New Jersey. Chaired by
Mendez's partner, Laura Garcia, the much-awaited annual
event comes with live performances, ballroom dancing, buffet
dinner and Empowerment Awards recognizing outstanding
Filipino Americans in the US.
The gala will be traditionally attended by influential
leaders, movers and shakers in the Fil-Am community in the
East Coast. Admittedly, being the president of "Fiesta in
America" has its pros and cons.
"The advantage is witnessing the professional and personal
growth of my team through our collaborative efforts," said
Mendez. "Additionally, it is fulfilling to create
opportunities for organizations and businesses to thrive.
"The disadvantage is the countless hours required,
especially in planning, putting together contents, thinking
of innovative and creative ideas, creating productive teams
to ensure the event's success. Despite the challenges, the
fulfillment derived from our achievements makes it all
worthwhile."
Playing to win. As a child, Mendez loved playing games, and
he always liked to win.
"I loved playing chess and was good at maths and music," he
disclosed. "I discovered I had a talent in art when I was 16
years old. "I did not aspire to be someone. I knew I could
learn fast, so I tried to learn as many skills as I could
because that would be my gateway in earning a living. As a
kid, I grew up poor, therefore, I wanted to have a decent
life.
"While I was initially sidetracked, I gained valuable
experience by learning from other leaders and CEOs (chief
executive officers), talent, skills and hard work, which
eventually paved the way for me to earn the title."
Mendez earned his Fine Arts degree, majoring in Advertising,
at the University of Santo Tomas (UST). "My education was
instrumental in my career, leading to roles with top
advertising companies handling top multinational accounts,"
he mused.
"In the US, I was able to work with many companies that led
me to travel to other countries for my skills in art
direction and photography." He started his apprenticeship
and future career in design as art editor of The Varsitarian,
the student newspaper of the UST.
Back then, Mendez had won a number of in-and-out campus art
competitions that served as his passport to key positions in
Manila's advertising industry upon his college graduation in
1974. Mendez migrated to the US in 1982 with his wife Mila
and two sons — Nathan and Mervin — after living a hectic
lifestyle in metropolitan Makati.
He moved to Billings, Montana, a rural community in the
mountainous west with a small population, and worked as art
director for many companies.
"I discovered business in printing, graphic arts, publishing
and event management, which extended in my exposure to real
estate and trading securities," Mendez said. "As art
director, I visited and worked in Amsterdam in the
Netherlands every year. I retired when Covid-19 hit in early
2020."
Making the big step to move his family to New York City in
1986, Mendez felt the high action that made him manage work
and home life effectively. "My partner, Laura Garcia, plays
a significant role in maintaining that balance," Mendez
said. "I cherish spending time with my two sons and that
also takes up a considerable portion of my time.
"I unwind by spending time with my family, either traveling
or dining with Laura, and being with my sons in New York.
Additionally, I enjoy playing chess online, reading,
watching movies or documentaries and reading books." His
normal day starts with reading the news on his mobile phone
before he gets off from bed. "My day starts with planning
and organizing things to do, followed by morning stretches,"
he said.
"I walk 20 minutes from my condo to the office and usually
enjoy a large latte with almond milk plus an egg sandwich.
This is the time I also take my medications."
Mendez loves working every day, even on weekends.
"Sometimes there are gala invitations which I don't usually
miss — my social obligations," he said. "Laura is always
occupied with her teaching job, so we enjoy each other in
the evening for dinner and wine." Fortunately, he receives
unwavering support from his family and loved ones in the
work that he does. They are behind him in every major
decision that he makes and for that, he is immensely
grateful.
"They consistently advise me to always pray, which is a
cornerstone of my daily routine," he said. Mendez's father
passed on when he was barely 6 years old. He was separated
from his mother, so he lived with his grandparents, and the
experience was quite different. "So, I basically lived like
I'm on my own," he admitted.
"My heroes are from my reading documentaries of significant
people who are great achievers — [John] Lennon, [Steve]
Jobs, [Elon] Musk, and many more."
QUICK QUESTIONS
What is your biggest fear? For jobs not getting done. For
losing loved ones. Maybe death.
What really makes you angry? People who are angry at me for
no reason. Also jealous people.
What motivates you to work hard? Achievement
What makes you laugh the most? Brilliant jokes.
What would you do if you won the lotto? Pay all unpaid
bills. Invest intelligently, support orphans and unwed
mothers, entrepreneurs with brilliant minds, educate
financially challenged kids and create businesses that will
create more wealth.
If you could share a meal with any individual, living or
dead, who would they be?
Laura. My partner. We have a lot of things to talk about. We
have many extended families who depend on us and possibly
make them leaders on their own.
What was the last book you read? "Fountainhead" by Ayn Rand.
Where do you see yourself in 10 years? I am a painter by
heart and see myself painting important pieces. I don't have
to wait 10 years.
Which celebrity would you like to meet for a cup of coffee?
Paul McCartney, one of the still living Beatles. I have many
questions to ask.
What is the most daring thing you have ever done? To start
the "Fiesta in America" event.
What is the one thing you will never do again? "Fiesta in
America."
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