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How Tecate Pa’l Norte Festival Became Monterrey, Mexico’s ‘Touring & Economic Engine’
How Mexican music festival Tecate Pa’l Norte helped Monterrey, Nuevo León become a global destination with its eclectic lineup, Coachella ambitions.
“Apodaca has been very meticulous with their alliances, from the beer industry to teaming up with the ministry of tourism to have hotels and transportation available when the festival takes place, [and] also partnering with airline Viva Aerobus for sponsorship,” Orozco says. Its lineup has evolved from genre-specific to super-eclectic with past headliners including Billie Eilish, Foo Fighters, Caifanes, Maná, Tame Impala, The Killers, Los Fabulosos Cadillacs and 50 Cent. With Pa’l Norte, the goal is only to become more global and, in the future, Oscar hopes to add a streaming option to expand its reach and potentially turn it into a two-weekend event, à la Coachella.
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