Perhaps most telling is the fact that the theatre’s audiences now reflect the demographics of the borough, a point made by Richard Schwartz, chairman of the New York State Council on the Arts, as he welcomed the opening night crowd on July 26. 

Rosenstock admits that the first festival resulted partly as a way of keeping the theatre thriving during the traditionally slow summer months. A decade ago, most of the performances took place in the 99 seat theatre downstairs, though Alquimia, the popular Colombian band, made its New York debut at the festival and sold out three shows in the larger house upstairs. 

“We began to let the community know we were going to celebrate Latino artists. It wasn’t a test project, it was a commitment. We started bilingual marketing. It has survived the ups and downs of our theatre. And it’s still here. It’s huge,” Rosenstock added. 
   
Today, the approximately half million Hispanics living in Queens, accounting for 25 percent of the borough’s total population, are hungrier than ever for such quality entertainment. 
   
This year’s festival will offer a total of 20 performances over 12 days. Sixteen different companies, including 10 from abroad, will take to the stage. Some 6,000 theatre goers are expected—almost four times the number 10 years ago. 
   
This year’s highlights include Grupo Krapp, a modern dance company from Buenos Aires that was commissioned to compose a new work for the festival; Eva Ayllon, a Peruvian singer whose interpretations encompass a wide range of styles, marking her fifth performance at the festival; and Candido Camero, one of Cuba’s greatest jazz percussionists. 
   
On opening night, the crowd at the sold out performance was treated to an evening of Noche Flamenca, a Spanish ensemble that celebrates the fierce spirit of flamenco dancing and singing. Gladys Brown, a grandmother of Colombian descent now living in St. Albans, brought her daughter and two young grandchildren. “I wanted to see this troupe,” she said, “and going to the theatre in Queens is more convenient than going downtown.” 
   
Teresa Latrique, a Peruvian now living in East Elmhurst, came with her grown son, Marc. She’s been a festival attendee for several years. “I’ll be coming four times this year. It depends on the artists. I feel like family here. It’s very intimate,” she said. 
 
Appreciation of culture has become a family affair for the Latriques.“My mother exposed me to culture at a young age. I hope to do the same with my daughter. Hopefully, she will be joining us in two weeks,” Marc said of his 2 year old. 
   
While many Hispanics are drawn to the festival to celebrate their own cultures, others come seeking new experiences. “My family just came to visit from Taiwan,” said Vanessa Kao, who lives in Kew Gardens. “I wanted to show them the diversity of New York.” 
   
Antonio and Violet Vila, a Spanish couple seen dancing up a storm at the post opening night show party, held in a large tent just outside the theatre, were enthusiastic about the entire event. “It brings the community together,” Antonio said. “It’s especially important today with all the problems with immigrants. This is ideal.” 
   
Remaining attractions in this year’s festival include Latina New Sounds, three emerging female singers in the alternative scene (Aug. 3, 8 p.m.); Albita, a Cuban singer (Aug. 4, 8 p.m.); Inti Illimani, one of the most creative groups of the Chilean New Song movement (Aug. 5, 8 p.m.); and Peru Negro, a group of performers who keep alive the oral traditions and dances of African descent in their homeland (Aug. 6, 7 p.m.). For tickets and information, call (718) 760 0064.