By Moses Leos III

Buda Area Chamber of Commerce Executive Director J.R. Gonzales wasn’t sure how his idea of a festival centering on fajitas and music would boil over in Buda in 2013.  

Fast forward three years and the Buda Chambers’ Fajita Fiesta continues to grow, both in attendance and notoriety, 

But as Gonzales and the Buda Chamber look to expand marketing opportunities, continuing to keep the event fresh and innovative is also his goal. 

“The challenge is to make it different every year. To have consistency of what people like, fajitas and music, but also adding a different twist,” Gonzales said. 

Gonzales said the event, held in the final week of September, has had “overwhelming public support” as it continues to grow. 

In 2015, the event drew between 3,500 and 4,000 patrons, Gonzales said. 

Gonzales said last year’s event, which was its second year, met their expectations.

“I was pleased with last year’s number,” Gonzales said. “This year, we’re looking to duplicate that and make it better.” 

One of the challenges is providing new content and events during the course of the two-day festival. 

Last year had re-enactors from across the state perform in a mock Battle of Medina in 1813. This year, Gonzales is adding the first Chihuahua beauty pageant, which he believes could attract 10 to 15 participants. The event will also draw re-enactors in Buffalo Soldier uniforms, along with Mexican charro horsemen. 

“It attracts a different market segment and widens the participation base, and it’s fun,” Gonzales said. 

Gonzales said the Chamber is also getting smarter on “what to expect” from the festival, while also being more focused and targeted in its advertising and marketing expenses. 

The focus is spending marketing dollars outside of Buda, in order to encourage patrons to stay in Buda and conduct business. 

While the event is meant as a chamber event, the ability to give local businesses the chance to sell their wares brings new traffic to Buda, Gonzales said. 

During the event’s first year, Gonzales said they were a “little lean” on marketing dollars. In 2015, the Chamber spent roughly $10,000 for marketing expenses. 

This year, Gonzales said he chamber has allocated roughly $10,000 in “hard dollars” for marketing. The Chamber also receives roughly $3,000 from the city’s tourism department in Hotel Occupancy Tax dollars, in order to put “heads in beds.” In total, the chamber spends $30,000 to put on the festival. 

So far, the event has drawn patrons from as far as the Rio Grande Valley, El Paso and Houston. 

“As that popularity grows, so will crowds from different parts of the state,” he said. 

Success of the festival is also a benefit for Buda, Gonzales said. As the festival continues to grow, Gonzales hopes it can encourage more people to visit the city.

“For the past 19 years, the Buda Weiner Dog Races are known nationally and overseas. As Fajita Fiesta continues to grow, we anticipate more people knowing about it beyond the borders of Texas, overseas and into other countries,” Gonzales said. “We hope Fajita Fiesta can be as large and successful as they are.”