MARIACHI USA

Name

MARIACHI USA

Legal name

IRDOR INC.

Website

https://mariachiusa.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Live Music Festival / Live Entertainment

NAICS

Musical Groups and Artists (711130)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Community Music & Dance Festivals (Non-Commercial/Local) (MPAGAEAH)

akta.pro secondary industry

Dance Festivals & Dance Series (MPAGADAJ)

Keywords

• Live music festival
• Mariachi entertainment
• Concert event production
• Live entertainment venue
• Cultural music events

Headquarters

HQ city

Studio City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Ticket Sales: Primary revenue stream from one-time ticket sales for annual festival events at the Hollywood Bowl (Los Angeles) and The Rady Shell (San Diego). Tickets are sold across multiple seating tiers from $30 to $650 per seat. Additional handling fees apply.
2. Merchandise Sales: Secondary revenue stream from branded merchandise including hoodies, sweatshirts, and t-shirts sold through the e-commerce website.
3. Group Sales and VIP Packages: Box seats and VIP table packages sold for group events and premium experiences, with complementary tables provided for Box Seat purchasers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

MARIACHI USA produces and operates the premier annual mariachi music festival at the Hollywood Bowl in Los Angeles (since 1990), featuring live performances by top mariachi bands from the USA and Mexico, traditional folkloric dance, and a Pyro Spectaculars fireworks finale. The company also produces a second annual festival at The Rady Shell at Jacobs Park in San Diego, and sells branded merchandise (hoodies, t-shirts) and event tickets through its e-commerce website.

Product overview

MARIACHI USA is a live entertainment company producing the premier mariachi music festival in the United States. The core offering is the annual MARIACHI USA Hollywood Bowl Festival (38th annual in 2027), held at the iconic Hollywood Bowl venue in Los Angeles since 1990, featuring live mariachi performances, folkloric dance, and fireworks finale, attracting over 17,000 attendees. The company also produces the MARIACHI USA San Diego event at The Rady Shell at Jacobs Park (launched 2026). Ticket products span multiple seating tiers from premium Pool Seats ($650) to budget S Seats ($35), plus San Diego-specific venue seating options. The merchandise portfolio includes branded apparel (hoodies, t-shirts) sold through the online shop. Additional offerings include the Fan Club membership program and the MARIACHI USA Foundation which funds mariachi music education for Los Angeles students.

Differentiator

Problem solved

Functional benefit

Products and services

• MARIACHI USA Hollywood Bowl Festival Annual mariachi music festival held at the Hollywood Bowl in Los Angeles, featuring live performances by top mariachi bands from the USA and Mexico, traditional folkloric dance, and a fireworks finale. The longest-running annual show at the Hollywood Bowl since 1990, attracting 17,000+ attendees.
• MARIACHI USA San Diego Festival Annual mariachi music festival held at The Rady Shell at Jacobs Park in San Diego, featuring performances by top mariachi bands and a fireworks finale. The 2026 show marks the 2nd year of the San Diego partnership.
• Hollywood Bowl & San Diego Show Tickets Tiered seating tickets for the Hollywood Bowl and San Diego shows, with pricing based on venue location and seat quality, ranging from $30 to $650 plus per-ticket handling fees. Includes premium Pool Seats, Garden Seats, Terrace Seats, Super Seats, Bayview seats, Bridgeview seats, and budget S Seats / Skyline Center options.
• MARIACHI USA Branded Apparel & Merchandise

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• VerizonflagshipGTM or Marketing Partner · 1 January 2027Verizon is the title sponsor of MARIACHI USA, presented as 'Mariachi USA presented by Verizon'. Provides major marketing support and brand visibility for the event.
• The Rady Shell at Jacobs ParkcoreStrategic or Co-development Partner · 1 January 2025MARIACHI USA expanded to San Diego with a show at The Rady Shell at Jacobs Park. The 2026 show marks the 2nd year of this partnership at San Diego's premier waterfront concert venue.
• Hollywood BowlcoreStrategic or Co-development Partner · 1 January 1990MARIACHI USA has held its annual festival at the Hollywood Bowl since 1990, making it the longest-running annual show at this iconic venue. The partnership provides access to one of the world's most renowned concert venues for mariachi performances.
• Southwest AirlinesminorGTM or Marketing PartnerSouthwest Airlines sponsors MARIACHI USA, providing travel-related marketing partnership and brand visibility.
• US BankminorGTM or Marketing PartnerUS Bank is a sponsor of MARIACHI USA, providing financial services sponsorship and marketing visibility.
• UnivisionflagshipGTM or Marketing PartnerUnivision is a major media sponsor providing broadcast and marketing reach to Latino audiences. Includes Univision local (KMEX) and radio station KLOVE.
• Pyro SpectacularscoreStrategic or Co-development PartnerPyro Spectaculars provides the fireworks finale for MARIACHI USA, creating the iconic fireworks display that concludes each show.
• Cazo de OrominorGTM or Marketing PartnerSponsor of MARIACHI USA, a brand under Benestar Brands.
• MineraguaminorGTM or Marketing PartnerSponsor of MARIACHI USA, providing beverage sponsorship.
• Del Real FoodsminorGTM or Marketing PartnerSponsor of MARIACHI USA, providing food-related marketing partnership.
• TwangminorGTM or Marketing PartnerSponsor of MARIACHI USA, 'The Flavor People' providing beverage/candy sponsorship.
• SCAN Health PlanminorGTM or Marketing PartnerSponsor of MARIACHI USA, healthcare plan provider.
• DirecTVminorGTM or Marketing PartnerSponsor of MARIACHI USA, satellite television provider.
• Rafii LawminorGTM or Marketing PartnerSponsor of MARIACHI USA, law firm.

Scale indicators4 records

Recent moves5 records

Expansion highlights3 records

Others

• Eventbrite: Eventbrite is a major ticketing and event management platform that serves independent festivals and live events. It is an ecosystem participant rather than a competitor — comparable because MARIACHI USA's e-commerce ticketing (currently WooCommerce/Heartland) could leverage platforms like Eventbrite to expand reach, distribution, and audience data capture.
• Hollywood Bowl (venue programming): The Hollywood Bowl itself, operated by the Los Angeles Philharmonic Association, is the host venue for MARIACHI USA. It is a critical ecosystem participant — not a competitor — because venue access, scheduling, and production logistics at the Bowl are foundational to MARIACHI USA's ability to operate its flagship event.

Direct peers

• Fiesta Broadway: Fiesta Broadway is a long-running annual Latino heritage street festival held in downtown Los Angeles. It is a direct peer because it serves the same LA-based Latino family audience, celebrates Mexican/Latino heritage, and competes for cultural mindshare and regional sponsorship in Southern California.
• Ruido Fest: Ruido Fest is a Chicago-based annual music festival focused on Latino and Latin alternative music. It is a direct peer because it targets the same Latino music-loving audience, uses a similar festival-format production, and competes for the same sponsorship dollars and cultural relevance in the US Latino live events market.

Broad incumbents

• Live Nation Entertainment: Live Nation is the world's largest live entertainment company producing concerts and festivals globally. Comparable as the dominant incumbent in ticketed live events that could enter or replicate the Latino heritage festival space with materially greater capital.
• AEG Presents: AEG Presents is the live entertainment arm of AEG that operates the Hollywood Bowl itself and produces major concerts and festivals across multiple genres. It is comparable because it shares the venue relationship and runs large-scale live event productions, though it operates at vastly greater scale and across all music genres, not just mariachi/Latino heritage.

Regional players

• Vive Latino: Vive Latino is one of the largest Spanish-language rock and pop music festivals in Latin America, held annually in Mexico City. It is a regional peer because it operates a comparable large-scale Latino-focused music festival, but in Mexico rather than the US, and serves a broader Latin rock/pop audience rather than specifically mariachi.
• Cinco de Mayo Festival (LA Plaza de Cultura y Artes / similar): Various regional Mexican-heritage cultural festivals and Cinco de Mayo celebrations in Southern California compete for the same cultural audience and sponsor dollars in the local market. Comparable as cultural-heritage events with similar audience demographics but smaller production scale.

Emerging players

• Grand Performances: Grand Performances is a Los Angeles-based nonprofit that produces free outdoor concerts celebrating the diversity of LA's cultural communities, including significant Latino programming. It is an emerging peer because it shares the LA-based, nonprofit, culturally-rooted live music model, though it operates at smaller scale and without a ticketed premium tier.
• Su Teatro / other Latino cultural arts organizations: Su Teatro and similar nonprofit Latino/Chicano cultural arts organizations produce performing arts events targeted at Latino audiences. They are emerging peers because they share the nonprofit, mission-driven Latino cultural production model, though they typically focus on theater rather than music festivals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/mariachiusa
• Facebookfacebook.com/MARIACHIUSA
• LinkedInlinkedin.com/company/mariachi-usa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MARIACHI USA