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

TAG Association, Inc. Board of Directors (L-R): José Lopez, Esq, Treasurer; Ilyitch Nahiely Tábora, President; Pamela A. Leins, Vice President; Nigel Rosselló-Cornier, Director


El Jolgorio Navideño is the largest Latino holiday gala in New England that has served as a vibrant event in Puerto Rican and Latino tradition to raise funds in support of educational and ​cultural programs that elevate the Latino community. Proceeds from the event will allow the TAG Association, Inc. to support the TAG Latino Program of UMass Boston, particularly by funding the PANAS Mentoring Program. Learn more about PANAS through the video above. 

The event was founded in 1989 as an intimate, community-led Puerto Rican holiday celebration, “to preserve our culture and traditions,” according to founder and long-time community leader ​Jaime Rodriguez. Over the years, El Jolgorio Navideño has become an institution in the Latino community that convenes people from various sectors and backgrounds for a night of cultural celebration, music, food and community building.

In 2014, the Talented And Gifted (TAG) Association, Inc. took over the management and production of the event. “El Jolgorio Navideño has been passed on to the TAG Association, which will carry on this annual celebration because it is the perfect marriage of our efforts to celebrate Latino culture and arts while fundraising for educational initiatives that serve the community” said Marco Torres, former Executive Board member of El Jolgorio de Massachusetts, Inc.

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 works with a strong and broad network of alumni and friends of long-standing programs in the community, founded and directed by the late Lucia Mayerson-David, a Latina leader in Boston and Massachusetts: the TAG Latino Programs and Hispanic Writers Week of UMass Boston.
​Proceeds of El Jolgorio Navideño and all TAG Association activities are tax-deductible investments in the Latino community of Boston.


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.

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.