Hispanic Heritage Month 2025

National Hispanic Heritage Month (September 15 – October 15) honors and celebrates the heritage, culture, and contributions of Americans tracing their roots to Spain, Mexico, Central America, South America, and the Spanish-speaking nations of the Caribbean.

We’re proud to celebrate Hispanic Heritage Month as part of PRA’s core diversity, equity, and inclusion (DEI) programming. Past initiatives and celebrations included Mexican heritage crafts and culinary experiences from mole poblano and tortilla making to events inspired by Tejano roots and regional histories in San Antonio and New Mexico.

This year, we’re honoring the moment with Ruthie Fonseca, Event Producer II, Orlando, who proudly hails from Puerto Rico. Ruthie shares her thoughts on Hispanic Heritage Month, “Honoring the Past, Inspiring the Future,” what it means to her, producing events, and more.

By the Numbers:

For more information, visit the Census Bureau’s website.

For Ruthie, being Puerto Rican isn’t just a heritage—it’s her heartbeat. It’s ocean waves, rainforest hikes, midnight music, and a community where everyone knows you. As a Strategic Operations Manager at PRA, Ruthie brings that heartbeat to her work—infusing every event with warmth, precision, and cultural authenticity.

From beach baby to fashionista and event boss

Though Ruthie was born in New York, she moved to Puerto Rico at just three months old—and she’s quick to say, “New York doesn’t count!” Her childhood in Dorado, just outside San Juan, was defined by family, tradition, music, and the beach, just steps from her home. “I like to say I was a mermaid in a past life,” she laughs.

Her favorite adventures included hiking through El Yunque rainforest and plunging into icy waterfalls—what she now calls her early training for cold plunges. But it was the people and culture that shaped her most. “Everyone is so friendly. It’s a small-town vibe where you couldn’t get away with anything—someone’s parent would always see you!”

While Ruthie loved living the island life, rich with culture and tradition, fashion design was calling. She landed in Chicago for college at the Illinois Institute of Art.

After three years in Chicago, she moved to New York City, where she spent a decade soaking up Manhattan’s energy. “You do New York in your 20s,” she says. “You get all your experiences—and then you get out.” At 30, she returned to Puerto Rico with dreams of starting a business, finding love, and living her version of happily ever after.

A New Chapter

But life had other plans. When Hurricane Maria hit in 2017, Ruthie evacuated to Orlando, expecting a short stay. “I was living out of a suitcase,” she recalls. Her family, still in Puerto Rico, eventually packed up her things and delivered the message: “You’re not coming back.”

That moment marked a turning point. Ruthie stayed in Orlando, and over time, her entire family relocated there. Though the move was unexpected, it brought new opportunities—and a deeper appreciation for resilience and community.

The World’s Longest Christmas Celebration

Ask Ruthie about Puerto Rican traditions, and her eyes light up. “Christmas starts the day after Thanksgiving and ends on Valentine’s Day—no joke!” she says. The season includes Three Kings Day, which many towns celebrate more than Christmas itself. Children leave shoeboxes filled with grass and carrots for the camels, and gifts appear the next morning.

Then come Las Octavitas (eight days of celebration) and Las Fiestas de la Calle San Sebastián, a massive street festival in San Juan. “It’s all about music, dancing, and spending time with friends and family,” Ruthie says.

One of Ruthie’s favorite traditions is the parranda—a spontaneous, late-night musical invasion. “A group shows up at your house around 1 AM with instruments and starts singing. You feed them, celebrate, and move to the next house,” she explains. “By the end of the night, the group has doubled in size.”

Each house contributes something—appetizers, drinks, and finally, Asopao—Puerto Rico’s version of gumbo, because it’s filling, flavorful, and full of soul to end the night. “It’s chaotic, joyful, and completely unforgettable.”

A Love Letter to Puerto Rico

For Ruthie, Grammy winner, Bad Bunny’s historic residency in Puerto Rico reminded her why she’s so proud of where she came from, converging Ruthie’s professional event experience with her cultural foundation.

It was a groundbreaking event, with 30 shows generating a reported $180M+ in economic impact for the island, redefining what a live event can be, as Ruthie shared on LinkedIn:

• Production & storytelling created an immersive narrative rather than a standard concert
• The first nine shows were reserved exclusively for Puerto Rico residents, ensuring locals were at the heart of the experience
• Merch drops & collaborations that extended the experience beyond the arena, creating lasting cultural touchpoints
• Island-wide activations that turned Puerto Rico itself into the stage, engaging local businesses, hotels, and restaurants while fueling the economy, even creating a festival-like atmosphere outside the venue
• Amazon live-streamed the final show, making it accessible to millions worldwide

“As someone who grew up on the island, I felt an overwhelming sense of pride. To see the world fly in to celebrate our rhythms, our people, and our stories, while directly supporting our communities. It was a powerful reminder of how music and culture can transform,” Ruthie said. “It was an economic driver, a cultural celebration, and a love letter to Puerto Rico.”

Honoring the Past, Inspiring the Future

Ruthie channels her culture into her work. She understands that when cultural authenticity meets world-class production, the impact extends far beyond the venue.

She shares, “Honoring the Past, Inspiring the Future” is about acknowledging the people and stories that paved the way for us, while using our own experiences to open doors for those coming next. As a proud Puerto Rican woman in the events industry, I carry my culture’s warmth, creativity, and resilience into everything I do.

At PRA, that means leading with community and storytelling — creating experiences that celebrate connection, authenticity, and a sense of belonging. Whether I’m producing a corporate incentive program or collaborating with partners across the system, I try to bring that same spirit of representation and inspiration forward.”

For Ruthie, “Hispanic Heritage is all year long. It’s more for others than for myself. It’s an opportunity to educate others about my heritage.”