Carlos Santana to Promote Vallarta-Nayarit Campaign Vallarta Opina
go to original September 11, 2013

As part of the joint promotion campaign Vallarta-Nayarit, the Tourism Board of Mexico (CPTM) is about to sign a contract with the Jalisco international musician Carlos Santana as its Tourism Ambassador in promoting this destination.

CPTM representatives expect to sign the contract with Carlos Santana in the coming days with the 66 year old musician, born in Autlán de Navarro, Jalisco. Santana is in the process of releasing his new album, so it's just a matter of coordinating his busy schedule to reach a settlement and sign the document.

The financial resources for the campaign to promote the region of Vallarta-Nayarit is being provided by the CPTM with the 11 million that has been earmarked for this joint promotion program of Puerto Vallarta and Riviera Nayarit.

It should be noted that during his most recent visit to Puerto Vallarta, the Secretary of Tourism of Jalisco, Enrique Ramos Flores, said the joint promotion campaign is progressing very well in promoting our destination in the United States and Canada.

Long before the category now known as “world music” was named, Santana's ever-evolving sound was always ahead of its time in its universal appeal, and today registers as ideally in sync with the 21st century’s pan-cultural landscape. And, with a dedication to humanitarian outreach and social activism that parallels his lifelong relationship with music, Carlos Santana is as much an exemplary world citizen as a global music icon.

For more than forty years and almost as many albums later, Santana has sold more than 100 million records and reached more than 100 million fans at concerts worldwide. To date, Santana has won 10 GRAMMY® Awards, including a record-tying nine for a single project, 1999’s Supernatural (including Album of the Year and Record of the Year for “Smooth”). In 1998, the group was ushered into the Rock and Roll Hall of Fame, whose website notes, “Guitarist Carlos Santana is one of rock’s true virtuosos and guiding lights.”

Among many other honors, Carlos Santana received Billboard Latin Music Awards’ 2009 Lifetime Achievement honor, and, he was bestowed Billboard’s Century Award in 1996.  He has also been cited by Rolling Stone as #15 on the magazine’s list of the “100 Greatest Guitarists of All Time”- “Santana's crystalline tone and clean arcing sustain make him the rare instrumentalist who can be identified in just one note.” And, with the 2010 release of Guitar Heaven: The Greatest Guitar Classics of All Time, Santana joined the Rolling Stones as one of only two music acts in Billboard history to score at least one Top Ten album in each decade from the 1960s on.

The arc of Santana’s performing and recording career is complemented by a lifelong devotion to social activism and humanitarian causes.  The Milagro Foundation, originally established by Carlos Santana and his family in 1998, has granted more than five million dollars to non-profit programs supporting underserved children and youth in the areas of arts, education and health. Milagro means “miracle,” and the image of children as divine miracles of light and hope - gifts to our lives - is the inspiration behind its name.

Translated and edited by Team Angels