By Juan Pablo Sebastián
With an attendance of more than 30,000 people, including both local attendees and visitors primarily from the United States, Rosarito hosted the sixth edition of the Baja Beach Fest 2024.
More than 30 artists from reggaeton, Latin music, and other urban music genres took the stage on the beach, creating a festive atmosphere with fireworks during three days of concerts.
This year, the event featured a performance by Peso Pluma on the second day of concerts, captivating the young audience with his controversial musical genre.
Other renowned artists who participated included Kali Uchis, Rauw Alejandro, Fuerza Regida, Yandel, Piso 21, Becky G, Jowell y Randy, among others.
Once again, the event stood out for its extraordinary logistics and organization, from the stage setup to the internal security staff and access filters.
Unlike last year, when the event received criticism for the improvised breakwaters made of sandbags to protect the stage from the waves, this year, they installed removable inflatable barriers.
While some sectors experienced direct economic benefits, others benefited indirectly.
For the first time this summer, hotels reported full occupancy during the days of concerts, as did resorts and tourist condominiums, according to the president of the Business Coordinating Council, Gustavo Torres.
Restaurants benefited in different ways. According to CANIRAC president Octavio Machado Sánchez, restaurants located in the first block of the tourist zone saw increased sales.
In contrast, restaurants in areas further from the tourist zone experienced regular or low sales, mainly due to the inconvenience for local customers trying to reach them.
However, Machado Sánchez considered that the Baja Beach Fest generated indirect economic benefits for the entire city, as workers in the tourism sector had more money to spend.
Overall, he believed the benefits were positive for Rosarito’s economy, as despite the congestion and road closures, various sectors were able to benefit directly or indirectly from what is considered the largest reggaeton event in North America.
