The TAG Association envisions a united, educated and empowered Latino community that knows, celebrates and shares its diverse culture and traditions and uses its collective power to strengthen our city, commonwealth and country.  El Jolgorio Navideño moves us closer to this vision by providing a space for authentic community building and cultural celebration.



El Jolgorio Navideño is the largest Latino holiday gala in New England that has served as a vibrant event in Latin American tradition to raise funds in support of educational and ​cultural programs that elevate the Latino community. Proceeds from the event allow the TAG Association, Inc. (TAGa), a MA 501(c)3 nonprofit organization that proudly serves the Latino community of Greater Boston. TAGa’s mission is to elevate the Latino community through education, art and culture.To that end, TAGa supports and produces culturally and linguistically sustaining educational and community development initiatives that have a proven transformative impact. Learn more about TAGa here. Among the only Latino-led and Latino-focused organizations, TAGa endeavors to become obsolete by achieving a Greater Boston with a thriving, educated, engaged, and culturally intact Latino community. The dollars raised through El Jolgorio Navideño support the TAG Latino Program of UMass Boston, which has provided a culturally sustaining pipeline to college for Latino students since 1985. 

Today, more than ever we need TAG given the growing opportunity gaps reflected in achievement gaps. According to the MA Dept. of Higher Education, the college-going rate for Latino students has declined since 2013; Latino males have the lowest college-going and overall college attainment rates in MA. Meanwhile, Latinos are the fastest growing demographic. Help us cultivate the next  generation of socially-conscious Latino college graduates by supporting TAG through El Jolgorio Navideño.

​In 2014, the TAGa took over the production of El Jolgorio. The event was founded in 1989 as an intimate, community-led Puerto Rican holiday celebration, “to preserve our culture and traditions,” according to founder ​Jaime Rodriguez. The night brings together over 600 from across Boston and New England for a night of dinner, dancing, live entertainment, leadership recognitions and the celebration of Latino traditions. Over the years, the event has become an institution in the Latino community that convenes people from various sectors and backgrounds for a night of culture and community building.

Celebrating our Culture. Educating our Youth. Elevating our Community.

A Production of the Talented And Gifted (TAG) Association, Inc.


Successful community initiatives are always collaborative efforts. The  TAG Association partners with several individuals, community leaders, organizations across the state to produce El Jolgorio Navideño. The event is made possible by the support of our generous sponsors, donors, and a committed group of volunteers.