Monday, October 2, 2023

Ukiah’s 1st Annual Lowrider Festival March 24 at Alex R. Thomas Plaza

The following is a press release issued by the Ukiah Unified School District:

All photographs are lowrider cars by Alex Alvarez of Alvarez Car Creations in Ukiah, CA.[Provided by UUSD]

Big Picture Ukiah @ South Valley High School (BPU) and La Familia Market are excited to announce the 1st Annual Lowrider Festival on Friday, March 24, 2023, from 4:00 – 9:00 p.m. at the Alex R. Thomas Plaza in Ukiah, CA. 

The event took shape when BPU Dean, Erica Gonzalez, reached out to Adrian Mata from La Familia Market in the fall about collaborating to put on a Lowrider car show and community event. “I was interested in providing a learning experience for our students and the opportunity for them to take pride in what they achieve,” Gonzalez said. “Planning and hosting a large community event like the Lowrider Festival is a great way for students to feel empowered and learn many skills that can transfer into life after graduation.” 

La Familia Market is a local non-profit organization started by Adrian Mata, originally comprised of nine Latino-owned businesses, including Katzumy’s Boutique, Bonita Boutique, Body Love by Ana, Sweet Cravings, Cuerpo Divina, Miche Masters, Fleeky Beauty, Tortas Chavito, and Vago Hats. The steering committee of La Familia Market remains these original nine businesses, but the nonprofit has expanded to include many more businesses.

Katzumy’s Boutique owner Katzumy Gomez commented, “Our goal is to bring our versatile community together for a good cause and a great time. It is important to merge our cultures and embody what we all have in common, a sense of community and family. Join us for a memorable event, La Familia Market and Big Picture Ukiah’s first Annual Lowrider Festival!”  

La Familia Market’s purpose is to hold pop-up tent-style markets that showcase the goods and services these small businesses provide and donate the vendor fees to scholarships and grants for youth in the community to further their education or start their own businesses. The organization has been established for less than a year and has already raised $10,000 used for La Familia Market scholarships and grants.

- Advertisement -

Big Picture Ukiah is a continuation school that focuses on helping students identify and pursue their interests in addition to focusing on social-emotional well-being. Staff at BPU identified interested students, and Erica Gonzalez formed a student group to collaborate with La Familia Market to plan and implement the show. A current student on the committee, Xitlally Medina, created the flier and another student, Alejandro Rivera, will be performing with his band, Grupo SG, at the event.  

In addition to showcasing vendors selling their food, merchandise, and services, there will be a lineup of diverse entertainment, including local Mexican regional bands, Ballet Folklorico de Mendocino County, and Grupo Azteca Anahuac (from Santa Rosa). One of the event’s highlights is the display of beautiful art in the form of Lowrider vehicles and culture. 

All are welcome to register their Lowrider vehicles, bikes, or peddle cars by filling out a registration form. Please contact Erica Gonzalez at egonzalez@uusd.net if you want to enter your Lowrider in the festival. The fee is $20 per entry; all proceeds will go back to local youth through scholarships and grants. If you want a vendor space at the event, please contact Adrian Mata at lafamiliascholarship@gmail.com.

Lowrider Festival attendees can vote on their favorite Lowrider vehicles in four categories: Best Paint Job, Best Engine, Best Classic Car, and the most prestigious, Best in Show. Event organizers will award the People’s Choice trophies at 8:30 p.m.

- Advertisement -


  1. Looking forward to this! Some beautiful work on some of these cars. The music & food will obviously be excellent too!

  2. This is not the 1st time lowrider’s been active in Ukiah. There was a car club in the 80’s and had many events. Cruised the streets of Ukiah and attended many Lowrider events in other cities….It will be nice to witness how they are treated in this city, the 80’s club dissolved due to the negative behaviors of this commun ity that at the time was not ready to let this kind of activities be a part of Ukiah…. This is being kind right now….. Enjoy the show and I hope you know what not to do with your cars when you are moving…it cost plenty $$$$…fines

Join the Conversation

MendoFever Staff
MendoFever Staff
Editor's Note: Whenever an article's byline reads "MendoFever Staff", the contents of that article were not composed by any of our reporters. Types of writing that will be attributed to "MendoFever Staff" include press releases, letters to the editor, op-eds, obituaries— essentially writing that is not produced by a reporter.

Today's News


News from the Week