San Francisco Celebrates Latino Heritage Month with Events and Support for Latino-Owned Businesses

San Francisco — In honor of Latino Heritage Month (September 15 – October 15), the Office of Economic & Workforce Development (OEWD) celebrates the history, culture, and economic contributions of San Francisco’s Latino community. This year, OEWD has created an online resource at sf.gov/latino-heritage-month, featuring a curated list of events, celebrations, and Latino-owned businesses for residents and visitors to enjoy throughout the month.  

“Latino Heritage Month is a powerful reminder of the culture, resilience, and values that shape San Francisco,” said Mayor Daniel Lurie. “Latino-owned businesses—many founded by immigrants—strengthen our neighborhoods and reflect a deep commitment to hard work and community. I’m proud that we are uplifting these voices and honoring their contributions through events that bring our city together in celebration and unity.” 

“The roots of San Francisco are deeply connected to Latino heritage, and at OEWD we are proud to uplift and invest in the entrepreneurs, workers, and cultural organizations that keep those roots strong,” said Anne Taupier, Director of the Office of Economic and Workforce Development. “Heritage months give us the chance to celebrate these businesses and organizations even more, and it’s so fun to see our streets come alive with events centered on culture.”   

One of the biggest highlights is the first-ever televised Lowrider Parade, taking place in the Mission District. Organized by the San Francisco Lowrider Council and Cultura y Arte Nativa de Las Américas (CANA) with support from OEWD, 100s of lowriders from across the country will take part in the world’s largest lowrider competition and parade. Co-hosted by Bay Area radio legend Chuy Gomez and broadcast live on CBS, the parade will bring thousands of spectators to the Mission District, driving foot traffic to local businesses. Visitors can expect a fully immersive community experience as many local businesses will be offering parade-inspired food, drinks, and merchandise. To make it easy to explore, OEWD created a special Shop Dine SF online guide spotlighting neighborhood merchants participating in the celebration. 

“We are proud to be making history in San Francisco’s Mission District producing the first ever LOWRIDER PARADE, Show & Hopping Competition televised live on CBS, featuring the art of Lowriding culture in the USA!” said Roberto Hernandez Founder & President San Francisco Lowrider Council.

In addition to the Lowrider celebrations, OEWD is proud to support Mission Lotería and community partners CLECHA and the Excelsior Action Group, who are bringing a powerful lineup of events to Latino Heritage Month.  

After last year's successful tour in the Mission, the Excelsior will debut its first Excelsior District Taco Touron September 12, a walking adventure down Mission Street that concludes at the Excelsior Night Market. Participants can choose a self-guided experience with five taco tickets or join a guided walking tour led by a local expert that also includes reserved front-of-stage viewing at the Night Market. The tour highlights Excelsior favorites like Ay Caray #2, La Iguana Azul, El Farolito, Mama Mari’s Taqueria, Taqueria Vallarta, and El Gran Taco Loco. Together, the Taco Tour and Night Market will bring people directly into the heart of the Excelsior, where they can immerse themselves in the culture that makes this neighborhood so unique, enjoy live music and experience authentic flavors. 

“Hispanic Heritage Month is a time to honor the culture, traditions, and resilience of our community — and to shine a light on the small business owners who keep our neighborhoods thriving,” said Luis Quiroz, Creator of Mission Lotería “Through events like the Excelsior Taco Tour, Taco Week activations, and our Mission Lotería pop-up game nights with CLECHA, we’re creating opportunities for people to come together, celebrate Latino heritage, and support the entrepreneurs who are the backbone of San Francisco.” 

Building excitement for the Taco Tour and Night Market, Mission Lotería will host Excelsior Taco Week from September 9 through 12 featuring four days of food, culture, and community, with a different activity each day. Every event is designed to both celebrate Latino heritage and support the small businesses that are the essential to the neighborhood. Highlights include a tortilla-making workshop at Mama Mari’s Taqueria, a salsa-making workshop at El Gran Taco Loco, and a game night at La Iguana Azul. Additional pop-up game nights will continue throughout Latino Heritage Month, offering more chances to gather, play, and support local businesses. 

“We are super grateful to Luis and the whole Mission Lotería crew for showing love to our small business in this Friday’s Taco Tour,” said owners of La Iguana Taqueria, Leo and Sandra “The monthly summer game nights have been such a blessing — every time we host one, the energy gets bigger, the following grows, and neighbors connect in the best way. Events like this are exactly what the Excelsior needs, as a San Francisco Native as well as an Excelsior Native I am proud to be a part of the amazing event!” 

By partnering with Mission Lotería and community organizations, OEWD is helping support impactful events that drive foot traffic, strengthen neighborhood corridors, and uplift the entrepreneurs and cultural leaders who make San Francisco’s Latino community thrive.   

Other events featured on the webpage include the annual El Grito celebration at Civic Center Plaza on September 15, an Afro-Latinx concert with pianist Chuchito Valdés on October 4, and several programs from the Mission Cultural Center for Latino Arts. More information can be found at sf.gov/latino-heritage-month.    

As San Francisco comes together to celebrate Latino Heritage Month, OEWD reaffirms its commitment to supporting Latino entrepreneurs, honoring cultural traditions, and ensuring the community’s contributions are recognized all year long.