​​​EL JOLGORIO & FESTIVAL NAVIDEÑO
LINKING ARMS WITH THE PUERTO RICAN FESTIVAL OF MASSACHUSETTS TO

CELEBRATE OUR CULTURE | EDUCATE OUR YOUTH | ELEVATE OUR COMMUNITY


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. to support the TAG Latino Program of UMass Boston, which has been providing a culturally and linguistically sustaining pathway to college for Latino students since 1985. 

This year, the Board of the Talented and Gifted Association (TAGa), Inc. cancelled its contract with the Westin as the venue for its highly anticipated annual gala in support of hotel employees and Unite Here Local 26. "We see the decision to stand in solidarity with workers as an extension of our commitment to the Latino 

community," said Ilyitch Nahiely Tábora,

TAGa President. "In Boston, 45% of Latinx

children live in poverty. By supporting the

employees and using our purchasing power

as leverage for fairer wages and benefits,

we are supporting stable households for our

children" she added. General Counsel, José

López, met with Local 26 President, Brian

Lang, to share the Board's decision. "As a

non-profit in a city where Black families have a median net worth that is less than a roll of quarters, and Latinos have the lowest median income, the board chose to be intentional in where it does business, and our city's non-profits do a lot of business," said López.


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. 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 cultural, music and community building. 


With a mission of producing events and programs that celebrate Latino culture, educate youth and elevate the Latino community, the TAG Association is a 501(c)(3) nonprofit organization that supports long-standing programs in the community, founded and directed by the late Lucia Mayerson-David: the TAG Latino Program, Project ALERTA and Hispanic Writers Week all of UMass BostonProceeds of El Jolgorio Navideño and all TAG Association activities are tax-deductible investments in the Latino community of Boston.

Our vision

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.

OUR PaRTNERS

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

Talented And Gifted Association, Inc. Board of Directors (L-R): José Lopez, Esq, General Counsel & Treasurer; Ilyitch N. Tábora, President; Pamela A. Leins, Vice President; Nigel Rosselló-Cornier, Director

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