The Setup
One of the most exciting conversations in brand partnerships right now is about pushing past the usual “impact radius.” Real momentum happens when you stop sticking to the expected and start showing up where it matters.
That’s how lululemon found its way to Downtown Montebello. It started with Barney Santos at BLVD MRKT, who’s been doing incredible work creating opportunities for local ‘preneurs, and the undeniable creativity coming from spaces like Cuarto Central. Shoutout to Marlon Marinero for putting me on and making the introduction.
This neighborhood already had its own thing going, and the goal wasn’t to reinvent but to build on what was already there. The vision? To bring those block-party vibes — big, loud, connected, and unapologetically rooted in the neighborhood. It was all about celebrating wellbeing en comunidad in a way that felt true to Montebello. ♡
The Idea
Once the vision of a “block party” came together, it became a team effort. Barney at BLVD MRKT and Liz Hernandez from Wordaful and the team at lululemon came together to transform part of the downtown strip into something special: a full day of movement and celebration for Latinx Heritage Month.
Block parties thrive on food, music, and experiences, and this one was no different. Everyone along the block played a part, activating their spaces to invite people to explore, connect, and immerse themselves in everything the local ‘preneurs built their businesses on.
The Partners + Activations
For me, it’s not just about planning an event — it’s about creating moments that actually mean something. Those moments that linger way beyond the day being over.
Here’s how it all came together:
- People’s Yoga (who were just down the street) kicked things off with a movement session.
- Liz Hernandez brought Wordaful into the mix, hosting the day and where we got to turn her viral series into a live, interactive experience.
- Leticia Esparza, led the hardest mf kickboxing class that got everyone moving after a morning of stillness. The sweat was ABSOLUTELY sweating. Yes, I participated despite producing (ha).
- We teamed up with Viva La Bonita to create a limited-edition collab — custom lululemon pieces attendees could shop and take home as a thank-you for showing up.
- Marlon Marinero, a local ceramist + friend, designed these beautiful vessels for an activation where guests could “plant their intentions” on seeded paper — a little grounding moment during the celebration.
- And of course, we couldn’t do a block party without music and food. BLVD MRKT brought out their food vendors, and Orange Calderon (one of my all-time favorite DJs) kept the energy high all day long and as the sun started to set, San Cha took the stage to close us out in the most unforgettable way.
Every piece of this day was intentional, brought together to highlight the incredible people and talent that make spaces like Montebello so special. It was everything I could’ve hoped for and more.
Why It Matters
Montebello has this way of pulling you in. It’s not just a place; it’s a vibe, a story, a testament to what happens when people double down on their own communities.
This also wasn’t just about Latinx Heritage Month. It was about showing up for a neighborhood and for the leaders who are creating spaces that really make the impact.
We often lose sight of purpose, focusing on creating something ‘cool’ rather than understanding the true power of intentional space. Brands, take note: investing in experiences that genuinely connect with communities — not just showcase products or services — is where lasting impact and amplification are built.
Shoutouts
None of this happens solo, and I’m endlessly grateful to everyone who showed up and made it happen:
Barney Santos | BLVD MRKT
Liz Hernandez | WORDAFUL
Rachel Gomez | VIVA LA BONITA
Lauren + Leah | PEOPLE’S YOGA
Leticia Esparza | KICKBOXING
San Cha | PERFORMANCE
Marlon Marinero | CERAMIST
Birch + Bone | FLORALS
Cafe Santo | DRINKS
Orange Calderon | DJ
Photos + Video | LOAMIS MEDIA
My incredible production partners | Savoir + the lululemon for funding projects that matter.
Montebello, you’ll always have a piece of my heart. 🫶🏽
