Breaking away from decades of tradition, the El Médano Festival Committee has undergone a significant transformation this year. Handing over the reins to the town’s youth, the organisation has ushered in a wave of innovation, breathing fresh life into the established framework. Tasked with revitalising the celebrations in honour of Our Lady of Mercy of Roja, slated from 13th to 24th September, these young minds have completely reshaped the way festivities are conducted. The eagerly anticipated pilgrimage on 22nd September is poised to be an unforgettable affair.
Under the leadership of Antonio Polegre Márquez, the new committee president, and with the collaboration of 47 enthusiastic young individuals, a pioneering operational structure has been devised, comprising eight departments: Administration, Merchandising, Advertising and Sponsorship, Communication and Marketing, Crafts and Decoration, Taifa Dance, History of El Médano, and Enramado and Yinkana Musical. Each member of this fresh cohort has been assigned specific tasks, united by a profound love for El Médano encapsulated in their motto “Being from El Médano”.
INNOVATIVE FUNDING APPROACHES
The Red Square market has emerged as the focal point for financial innovation during the festivities. Every Saturday, the youth sell merchandise, predominantly T-shirts, fabric bags, and badges honouring the town, receiving a warm reception from locals and tourists alike. Collaborations with local businesses have played a pivotal role. The Cafetería Boomerang was the initial supporter, hosting a FIFA tournament that marked the onset of a series of partnerships. Subsequently, the Bocinegro Neighbourhood Association joined in with a Yuletide toast. Companies such as Hammerhoj Training, Veinte 04, and Cerrajería Alsa have sponsored the committee’s T-shirts, with the Insular Technical Office (OTI) aiding in merchandise management, amplifying advertising prospects.
Carlos Amaral, the former president who led the committee for a decade, was instrumental in steering this generational shift. Encouraging Antonio Polegre to take the reins, Amaral identified in him the requisite passion and leadership. Publishing a four-page brochure detailing prices based on quantity has broadened outreach and enhanced visibility for sponsoring companies. This innovative approach has been integral in garnering funds, although, as Polegre acknowledges, “there remains a shortfall to realise the ideal budget”.
Another noteworthy enhancement compared to previous years is the auctioning of street stalls and fairs, resulting in record revenues in the town’s history, with a second auction on the horizon. “We are still some way off from attaining the desired budget for the celebrations, but we are headed in the right direction,” affirms Antonio.
“A LOTTERY SURPRISE”
Embarking on a bold initiative, Polegre acquired an entire series of lottery tickets to contribute the proceeds to the budget. “The lottery vendor was taken aback when we requested the complete series,” reminisces Antonio Polegre with a smile. “Yet, we successfully sold all the tickets. It was remarkable.” This collective endeavour has not only generated crucial funds for the festivities but has also fostered a sense of community among residents. Each ticket sold symbolises support and hope, further bonding the El Médano community in their quest to make the 2024 celebrations truly memorable.
“This year’s celebrations are poised to be spectacular,” he declares. “We are set to showcase incredible acts, including renowned Canarian comedians, top orchestras from Tenerife, and the traditional boat pilgrimage.” The highly anticipated Baile de Taifa will feature restricted access and a themed dress code. The popular 80s Party will continue, with a surprise announcement that “is certain to enchant all attendees”.
GRATITUDE TOWARDS THE COMMUNITY
“We are immensely thankful for the support,” expresses Antonio Polegre. “Their backing has been indispensable, and we are profoundly appreciative. One final push remains, and we trust that the celebrations will leave an enduring mark on residents, instilling a sense of pride in being from El Médano.”
This year, El Médano will not only commemorate its traditional festivities but also honour the community spirit and innovation injected by these enterprising youths. The new Fiestas Commission is poised to rejuvenate the celebrations, ensuring they are etched in the memories of all El Médano residents and visitors. Through each merchandise sale, every sponsorship, and every event, these young individuals are demonstrating that their love for their town can surmount any challenge, creating everlasting memories.
