One of the Hottest Party Days of the Year, Cinco de Mayo Ushers in Summers and Sales

The weather’s getting warmer, drinks are getting colder and patrons are getting antsier. And just in time for the celebration that sets summer in motion –– Cinco de Mayo. It’s time to trade in your traditional lagers for extra Corona, top off your tequila selection and get fancy with the red, green and black décor.
    Take pointers and promotion examples from some of the leading party venues for May Day Olé across the nation, and meet the Top Cinco for Cinco.

Aunt Chilada’s, Phoenix
    One of the best places to be for Cinco de Mayo in the state of Arizona, Aunt Chilada’s, a historic bar that’s hosted a Cinco party for 30 years, brings in more than 4,000 partygoers. With the seating capacity of only 650, what have they done so well?
    For one, they sponsor the United Phoenix Fire Fighters Charities. The venue’s staff makes T-shirts, sets up 28 bars and five food booths in the restaurant, parking lot and roof top, showcases five bands and throws out Mardi Gras style beads throughout the night. As far as promotions, that’s what the entire night is.
    “This is our marketing effort for the whole year,” says Co-owner Candice Nagel, who owns Aunt Chilada’s with her husband. “It’s almost like a club scene. All the beautiful people come out,” she says.

Señor Frog’s, Miami
    Señor Frog’s, which has two locations in Miami, South Beach and Coconut Grove, Fla., has been hosting one of the city’s hottest Cinco de Mayo for 26 years. Although they do
advertise in the local papers, on the radio and with aero banners, operators say the name speaks for itself.
    “People recognize our name. We’re very known,” says General Manager Joe Calderon.
    Perhaps it’s the hour of free shots offered to anyone who walks in the door between 6 and 7 p.m. The staff at Señor Frog’s also offers food samples and raffle off trips to Mexico.
    To add flavor to an already spicy evening, the staff decorates the establishment with piñatas, papier-mache, little hats and whatever banners their sponsors, such as Corona, provide.
    With no cover charge, about 1,500 to 2,000 people will walk through their doors throughout the day and evening to hear the Mariachi and hang out with ethnicities from all over the world.
“It’s our biggest night at Coco Grove,” Calderon says.

Cisco’s Cafe, Charleston, S.C.
    Besides making the holiday their own by naming it Cisco de Mayo, this original Mexican gathering place in Charleston ropes off and opens up their entire lot to host the fiesta.
    They start with live music and end with Kamikaze Karaoke, which involves five random people singing five random songs, with the possibility of a biker singing Madonna or a 21-year-old singing Bocephus.
    Cuervo and Corona usually sponsor their shindig, providing koozies for every bucket of beer.
“It’s the biggest event of the year,” says Owner Hans Van Heek, with about 3,000 revelers attending.
    Bringing in a radio sponsor lends to the excitement, and every station in town covets the slot of holding the microphone. The establishment’s event is also advertised in the two local papers to help get the word out.
    Their ability to move people through the doors and around the floor has a lot to do with why their numbers are so high. The owners offer $2 fajita pockets –– easy to cook on a massive grill and easy for the customer to walk around with; and Van Heek has come up with a slick ordering system. He hands out numbered cards that pair with a credit card and written tab. The patron simply flashes his or her card with an order, and the total is tallied up at the end of the night.
    “It’s worked extremely well,” Van Heek says.

Mexican Post, Philadelphia, Pa.
    Mexican Post Owner Tony George says they don’t have to have specials on Cinco de Mayo; they just do it to make the customers happy.
    “Without them the place would still be packed,” he says.
    Their specials include $3 Cuervo shots, $5 Cuervo Margaritas, and $4 Coronas; and they provide $2 tacos and nachos for folks waiting outside. There’s always a two to three-hour wait to get inside the establishment.
    They start early, with the local Fox morning broadcast, “Good Day Philadelphia,” during which they host giveaways, sponsored by the restaurant. The afternoon show features Sports Radio 1060, and in the evening a local DJ broadcasts live.
    “It’s an all day long party,” says Assistant Manager Adrienne Hamilton. “By 1 p.m. I’m ready to cry.”

Casa Vega, Los Angeles
    To get into Casa Vega, patrons must call ahead and make a reservation — if they don’t want to stand in line, that is.
    What are they waiting for? Five-dollar Margarita specials.
    “They are very special Margaritas,” says Owner Rafael Vega. “We are completely full. There’s usually an hour wait.”
    He also offers free hors-d’oeuvres throughout the day and authentic Mexican music.
    “At 8 p.m., we have three guitar players singing Mexican songs from the revolution,” Vega says.
    He says his crowd is filled with young people, studio execs and movie stars.
    “We don’t need any promotion. It’s our biggest day,” he says.
    After all, they have tradition on their side. They have been celebrating Cinco de Mayo at Casa Vega since 1956.  NCB