CAMPAIGN
Latino Heritage Month
CAMPAIGN
Latino Heritage Month

Celebrate with us!
Latino Heritage Month goes from September 15 - October 15, 2025. Shop, dine, and experience San Francisco’s vibrant Latino community.
Visit 24th Street
An annual tradition, Calle 24 Latino Cultural District festoons 24th Street with papel picado for Fiestas de las Américas on Saturday, September 13 from 11 AM to 6 PM, right in the heart of the Mission — along 24th Street from Bryant to Folsom.

Honor Mexico’s Independence Day
Civic Center Plaza hosts the annual El Grito de Dolores celebration on Monday, September 15 starting at 4pm. Free admission!

Lowrider Parade and King of Streets Hopper Competition
A historic, first-of-its-kind celebration of Latino culture, heritage, and community pride. This landmark event marks the world’s first-ever televised Lowrider Parade, showcasing the best lowriders from across the USA. The parade will air live on CBS as part of San Francisco’s official National Latino Heritage Month festivities on Saturday, September 20.
More events celebrating Latino Heritage Month
Thursday, September 4 | Downtown First Thursdays with special guest Raymix
Get ready for an Electro Cumbia takeover at Downtown First Thursdays on September 4!
Carnaval SF teams up with DFT to bring Raymix straight from Mexico to the streets of Downtown SF! Don't miss Hot Wheels races, flamenco in the streets, drag, DJs, over 40 different street vendors, free museums, and more.
Special Guest Performers:
Raymix presented by Carnaval SF on the Howard St Stage | 7:30-9PM
DFT IS ON RAIN OR SHINE
Rain or shine, you can find fun in and outdoors on 2nd St, Front St., and around the block.
September 9-12 | Excelsior Taco Week
Join Mission Loteria Sept 9–12 for four days of food, fun & community:
Sep 9 – Tortilla Making Workshop @mamamaris_taqueria
Sep 10 – Salsa Making Workshop @elgrantacoloco
Sep 11 – Mission Lotería Game Night @laiguanaazulbayarea
Sep 12 – Taco Tour: Excelsior District (8 locations)
Sep 12 – Excelsior Night Market on Norton St. @excelsiornightmarket
Grab your tickets today!
Friday, September 12 | EXCELSIOR DISTRICT TACO TOUR
Explore some of the neighborhood’s best taquerias, enjoy delicious tacos, and vote for your favorite in our Best Taco Contest!
Choose your experience:
- Self-Guided Taco Tour for just $15 (includes 5 mini tacos)
- Guided Tour for $50 (includes a guided tour, food, water bottle, and a special goody bag)
Don’t miss out on this tasty event! Learn more.
Various Dates | Mission Loteria Pop-Up Game Nights
Have you ever played Lotería? It's basically Mexican bingo with icons. Join Mission Lotería at their next game night event and play to win prizes!
Sep 11 - Taqueria La Iguana Azul
Sep 17 - 1945 Restaurant and Lounge
Sep 18 - Tacolicious
Sep 24 - Taqueria Ay Caray
Oct 1 - Jim's Restaurant
Oct 15 - Tio Chilo's Grill
Thursday, September 18 | Mayor Lurie’s Hispanic Heritage Month Celebration
City Hall Rotunda | 5:00pm -7:00pm
Thursday, September 18 | Low and Slow Movement Film Premier
Catch the premiere of LOW AND SLOW MOVEMENT, Harvey Magsaysay Lozada’s short documentary celebrating San Francisco’s lowrider history and culture. The program features an opening blessing by Xiuhcoatl Danza Azteca, a panel with community leaders, art displays, and limited-time merch and beverages.
Brava Theater - 2781 24th St | 7 - 8:30 PM
Doors open at 6:30 PM
September 19 | Mexican Institute of Sound with DJ sets by Sonido Franko, Earth Angel, and Turbo Sonidero
Club Unicornio presents Dilo! — a free outdoor concert at Transamerica Redwood Park on Friday, September 19 from 6:30–9:30 p.m. Headlined by internationally acclaimed DJ Mexican Institute of Sound, with sets by Sonido Franko, Earth Angel, and Turbo Sonidero, the event will transform downtown into a vibrant celebration of music, art, and community. Presented by Noise Pop and Gallery Wendi Norris in conjunction with Julio César Morales’ new exhibition, My America opening nearby. Learn more.
Saturday, September 27 | Los Bomberos Car Show
Join us for the 3rd annual Los Bomberos de San Francisco Car Show! It will bring classic lowriders and custom cars to the Mission, showcasing the artistry and pride of San Francisco’s Latino car culture. Interested in displaying your car?Learn more here.
Saturday, October 4 | Afro Latinx Concert feat. Chuchito Valdes
The Afro Latinx Concert is a vibrant celebration of Afro Latinx culture and music, set to take place at the historic Ruth Williams Opera House. Scheduled during Latino Heritage Month, October 4th, this Concert aims to highlight the rich artistic traditions and contributions of Afro Latinx communities through live performances.
6 - 10 pm at the Bayview Opera House Ruth Williams Memorial Theatre, 4705 Third Street
Sunday, October 19 | Sunday Street Excelsior
Sunday Streets Excelsior is your opportunity to experience the neighborhood in a whole new way—free from cars and full of community connection, activities, and fun! As part of San Francisco’s open streets movement, this event transforms Mission St between Avalon/Theresa and Geneva Ave, into a vibrant space for recreation, culture, and engagement. In partnership with the community, the festival will feature celebrations such as the Salvadorian Soul Encuentro. Join us from 11 AM to 4 PM on October 19th and be part of the celebration!
Various Dates | Mission Cultural Center for Latino Arts
MCCLA hosts a variety of events celebrating Latino Heritage Month.
2868 Mission St, San Francisco
Various Dates | Calle 24 Latino Cultural District
Calle 24 Latino Cultural District is committed to preserving and promoting the Latinx arts and culture.
- The events promote, embrace, and incorporate Latinx culture and customs
- The event needs to be within the Latino Cultural District boundaries
- The event needs to be submitted at least two weeks prior to the event date

Lowrider Flavors & Festivities
Local businesses are rolling out special menu items, parade-day deals, and lowrider-inspired creations. From tacos to unique cocktails and one-of-a-kind merch, Mission District favorites are ready to fuel the celebration.Explore Local SpecialsAbout
Shop Dine SF is an initiative of the Office of Small Business, and the Office of Economic and Workforce Development.
Its aim is to bring attention to the local businesses and neighborhood corridors.
Spending money at local small businesses helps merchants, creates jobs, and is good for San Francisco's economy.
Shop local. Even a small increase can have a big impact.
Questions? Email shopdinesf@sfgov.org