Exclusive interview with Apodaca and Tecate: Pa’l Norte 2022

It seems like yesterday that we heard the roar of the Tecate Pa'l Norte lion again, although it has only been a few days since Foo Fighters, Tame Impala, Alejandro Fernández, Foster The People, Galantis, Mon Laferte, among others, made Fundidora Park vibrate with the physical return of this festival. Today it is news that the tenth edition to be held in 2022 already has a date: April 1 and 2, in Monterrey, Nuevo León.

This was revealed in the official accounts of Pa'l Norte. In this regard, InformaBTL spoke with Jesús Flores, director of the Apodaca Group, organizer of the event; and with Diana Lozada, Tecate Brand Manager; They exclusively shared with us a little about the planning of the next edition, the lessons learned from Tecate Pa'l Norte 2021 and what is the objective of this event for its tenth anniversary because the sky is the limit.

“Once we are finishing the Tecate Pa'l Norte of the year in question, already days before, we are thinking about the next one, that is the reality, and once it ends, the only thing that generates us is more stress because obviously we set the bar very high and we always want to improve ourselves for the next one. What is coming? Many surprises are coming, this very week we are doing a little of all the counting, the learning and things that we want to continue doing for next year”, affirms Diana Lozada.

Complementing Tecate's Brand Manager, Chuy Flores, enthusiastically assures that 2022 "is going to be a great year", since they feel strengthened with the expertise acquired in atypical times. “After the experience in this 2021 with all the protocols that for us was something totally new, the amount of time we invested in having the laboratories, in having the fast pass, understanding the accesses how they were going to work, etc.

Part of our daily focus was that, thinking about how to solve all those protocols that we had never had. The fact that now it is something that will probably stay, probably not, we will see the conditions of the country and the health conditions that are at the moment when the other Pa'l Norte plays, of the tenth anniversary ”.

Jesús Flores also added that as responsible organizers of the event, together with Tecate, they are always looking to offer more. “If we go to the first Tecate Pa'l Norte in 2012 and we come to the one right now, year after year you can see how the number of talents, the number of stages, the amenities grow, and that continues to be the same vision : always being able to continue offering more things to the public so that they can have us on their list of favorite festivals”.

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— Diana J Herrington Sat Jul 24 02:00:51 +0000 2021

The director of Apodaca recalled that it is "a festival proudly from Mexico", but assured that they want to be at the level of any other festival in the world. "That it be classified within the highest standards, we know that to do so we must always keep striving and looking for better things to offer people and this year we will undoubtedly do what is appropriate to offer new experiences to consumers."

When asking the board of directors of the brewery, which has signed personalities such as Sylvester Stallone and Bruce Willis as brand ambassadors, what are the references that this festival has, they stated that “there are many, the truth is that, at least As a brand, we have not decided or have not established a particular benchmark in the world, but rather we learn something from everyone”.

“We are always asking Chuy, our social media teams, everything that is happening in the world, both in festivals and non-festivals but more as an entertainment issue to be able to inspire us and to be able to contemplate it within the activations and within the experience that we offer our consumers within Tecate Pa'l Norte”.

On this topic, Chuy Flores said, “we are always open to seeing new opportunities in foreign festivals, there are great projects around the world that are 20 and 30 years old and it is an honor to see what they have achieved and see where we are positioned With much respect, there is no specific reference, we are always searching, and Tecate Pa'l Norte has the particularity that it cannot be compared to an electronic festival because we are not 100% electronic, we cannot compare ourselves to a rock festival. because we are not rock, we have a great diversity ”.

Diana Lozada recognized the strengths of the festival, such as having been pioneers in making the virtual edition, launching the Tecate Backstage platform, disruptive experiences through which they are harvesting learning. “We had spectacular results and I think that we have been adapting a bit to what the world is requiring today, also considering platforms that we did not consider before as a brand that today we have to look at because that is where trends are being generated. Plus, there's a lot of love and passion from all of us behind the scenes."

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