A lively crowd gathered at Spaights Plaza on Tuesday, September 16, as UWM kicked off Latin Heritage Month with its annual Latine Placita celebration. From 11 a.m. to 2 p.m., the plaza buzzed with live music, colorful vendor booths, and interactions that highlighted both cultural pride and campus community spirit. Local vendors showcased their products, artistry, and talents, engaging with students and fostering an atmosphere of connection, celebration, and shared heritage.
Students, faculty, and community members enjoyed a plaza transformed by live music, handmade crafts, and vibrant cultural exchange. The sounds of guitar and percussion blended with tables overflowing with jewelry, artwork, clothing, and knitted crafts. Some students paused between classes to browse booths, while others stayed for hours to enjoy the music, explore every table, and connect with friends.
The celebration offered a colorful glimpse into Latin American traditions, creating a welcoming space for sharing culture at UWM.
Latine Placita is sponsored by UWM Sociocultural Programming, which promotes diversity, social justice, and urban awareness through programs and leadership opportunities in collaboration with campus and community partners. It was also sponsored by The Roberto Hernández Center (RHC), the university’s hub for Latine student support.
RHC connects students to academic resources and cultural programs that celebrate Latine identity while welcoming the broader UWM community. By bringing together local vendors, artists, and student organizations, the event celebrates culture at the heart of campus while fostering connection and community.
More than a vendor fair, Latine Placita creates a space where students’ diverse backgrounds are honored, and the entire campus is invited to take part in the celebration.
Purpose and Presence
John Contreras, senior manager for Sociocultural Programming, shared that the event started before he arrived at UWM, but this was his third year organizing it. He described it as a “takeover” of the plaza to showcase and celebrate Latin cultures:
“It’s a celebration to kick off Latin Heritage Month,” he said. “We bring in vendors, artists, performers, and our student organizations to take over the plaza, putting our cultures on display and offering an opportunity for students and staff to experience them as they walk through campus. That’s really the focus of the event.”
He emphasized the broader importance of such events:
“It’s important to hold space and occupy space for our cultures and other identities, so that people can feel seen on campus.”

Contreras explained that Latine Placita reflects Sociocultural Programming’s approach to connecting with the community by teaming up with student organizations like the Latino Student Union, the RHC, and the Black Student Union to celebrate diverse cultures and acknowledge their contributions.
Marketplace of Culture
Vendors brought a rich variety of perspectives to the event. Jewelry sparkled in the afternoon sun, bold clothing covered display stands, and intricate handmade crafts reflected countless hours of work. Jessica, owner of Heroine Illustration, said the event gave her an opportunity to both showcase her art and build personal relationships:
“Community-wise, it’s good to be exposed to everything and everybody. I love that people are coming in loving our culture, our music, our art. For me, I get to share my art with the people.”
She emphasized that her motivation goes beyond sales and exposure:
“I hope this inspires people to stay true to themselves and not be afraid or ashamed of expressing who they are, especially their culture.”

Other vendors highlighted Latine Placita as a cultural exchange. Patricia Soto of Creaciónes Pati said the event allows students to connect with their roots:
“Pues que conozcan nuestras raíces, sus raíces también de ellos.”
(Translation: “It’s so that they can know our roots, their roots too.”)
Norma Hernández of Novedades María highlighted the diversity represented in the products she and others displayed. she emphasized the impact that has on the broader Latine Community:
“Yo pienso que este evento es muy bueno porque mezcla todas las cultura, nuestros productos representan muchas culturas, no solo una y también los artesanos hacen todo a mano y nosotros apoyamos a toda esa gente que vive de lo que nosotros les compramos.”
(Translation: “I think this event is very good because it mixes all cultures, our products represent many cultures, not just one, and the artisans make everything by hand. We support all the people who make a living from what we buy.”)
When asked how this type of even benefited the campus community and youth, she added that these celebrations encourage students to explore and value their identities:
“Claro que sí. Eso también es muy motivante porque ellos saben más de la cultura hispana. Y también esos son como valores para que recuerden también de la cultura hispana.”
(Translation: “Of course. That’s also very motivating because students learn more about Hispanic culture. These are like values to remember our culture.”)


Student Reflections
For students, Latine Placita offered more than entertainment. It provided an opportunity to connect with traditions, meet new people, and see culture celebrated publicly. Freshman Janeth Guerrero said she learned about the event through The Roberto Hernández Center:
“I heard about it through the Hernández Center and I was really interested. I’m glad I came.”
She added that seeing Latino culture celebrated in Milwaukee was a meaningful experience:
“Back in my hometown, we don’t really have big celebrations for Hispanics. Knowing that it’s so celebrated here in Milwaukee, it’s absolutely amazing.”

Student organizations also joined the celebration. The Latino Student Union participated, giving students a space to connect and celebrate together. For junior Giselle Guadalupe, who represents the Latino Student Union, described the events personal significance:
“This is a great opportunity to engage with everyone with similar backgrounds and culture and just enjoy.”
She emphasized the importance of seeing one’s culture represented and celebrated:
“In tough times like these, with all the political issues going around, this is obviously a good opportunity to create a safe space and continue to embrace our culture. Because I feel like in times like these, we all need to stick together.”

More Than a One-Day Event
Latine Placita opened a month-long series of programs across campus. Events range from cultural performances and workshops to academic discussions for students. Together, they aim to educate, celebrate, and bring people together.
The celebration also connects UWM to a broader national tradition. Each year, the United States observes National Hispanic Heritage Month from September 15 to October 15, honoring the histories, cultures, and contributions of Americans whose ancestry traces back to Spain, Mexico, the Caribbean, Central America, and South America. By hosting Latine Placita, UWM affirms its role in that national observance while giving the celebration a unique campus identity rooted in community and student life.
For vendors, the event served as a bridge between tradition and modern student life. Students experienced it as a safe space to celebrate who they are. Faculty and staff saw it as an opportunity to engage students to and give them an opportunity of fun and cultural exchange.
As the music faded and booths packed up, the message remained: cultural identity and connection matter deeply at UWM. Latine Placita not only kicked off Latin Heritage Month but also reaffirmed the university’s mission to celebrate diversity, uplift student voices, and create a campus where all cultures are recognized and valued.