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Puerto Vallarta News NetworkTravel & Outdoors 

San Miguel de Allende Launches Food and Art Festival

April 21, 2017

Situated at an elevation of 6,400 feet, colonial town of San Miguel de Allende is a lively and colorful, with homes in a palette of colors; red, mango, adobe, even an occasional purple or pink. (Photo: Ed Placidi)

San Miguel de Allende, Mexico - An ambitious new Mexican food and art festival, that is expected to become an annual event, is being launched July 13-16, 2017 in San Miguel de Allende, announced Bruce James, director of Hotel Matilda. Hotel Matilda and Rosewood San Miguel de Allende are the festival's lead sponsors and organizers.

"The Market of Arts & Gastronomy (MAG) will be the grandest and most dynamic food and art festival in Mexico, bringing together an array of high-profile participants including leading chefs, hotels, restaurants, food and spirits companies, wineries, artists, major media and others," said Mr. James. "And we are currently talking with other cities about holding the festival in a different Mexican destination each year."

Dozens of events and activities are planned over the 4 days of the initial MAG festival in San Miguel, starting with a kickoff dinner in Moxi at Hotel Matilda with renowned Mexican chef Enrique Olvera.

Among the events and activities on the festival agenda are:

• Petit Comité Culinary & Art Events: Special, intimate dinners and luncheons will be held at leading restaurants and unique locations in historic San Miguel, with noted chefs cooking and artists exhibiting their works; participation will range from 40 diners to a maximum of 120. Among the dinner locations will be Casa Armida, 1826 Restaurant at Rosewood, Moxi, The Restaurant and Casa Dragones, while a special lunch will be held at Bruce James' home.

• Marché: A grand market of gastronomy, beverages and art in San Miguel's beautiful Parque Juárez will feature more than 120 booths with leading restaurants offering tasting dishes, tastings of Tequila, spirits, beers, wines and cheeses, and an art tunnel, art performances and art exhibitors. Casa de Aves will be supplying the design and the stands for the Marché.

• Talk: Chefs and artists will share their personal experiences with interesting and dynamic demonstrations.

• A 'Mixology Room' will be a dedicated space for enjoying premium and artisanal spirits and liquors, with top Mexican bartenders working their magic.

• Edible Expositions will present innovative art works that will be eaten by festival goers. At an Edible Exposition by Fernanda Prado, dinner courses will be paired with art and Monte Xanic wines.

• Special Tasting Events: Tequila, mezcal and beer tastings at El Chorro 'Casa de la Cultura' (a space dedicated to cultural and artistic activities).

• Trillar: From a word referring to a green coffee bean that has not yet matured or been classified, the Trillar at Hacienda los Picachos will be a platform for emerging chefs to present their creative ideas to the press and MAG guests.

• Casa Cuervo After Party: The main party of the festival where all the chefs, sponsors, festival-goers and press will celebrate the first edition of MAG.

"MAG will be unlike any other food festival," explained Mr. James. "It will be truly interactive, convivial and intimate - like friends getting together to enjoy fine food, drink and art. The level and number of renowned chefs and artists participating is unprecedented. And it will be set in the captivating and seductive atmosphere of incomparable San Miguel de Allende."

In addition to Rosewood San Miguel de Allende and Hotel Matilda, the wide range of sponsors and participants includes Cornerstone, Moet & Chandon, Hacienda los Picachos, Casa Armida, Jose Cuervo, the cities of San Miguel de Allende and Guanajuato, Hennessey, Grupo Expansion (publisher of Quien Magazine, Travel + Leisure, Elle, Aire, Accent and other magazines), Porshe, Casa Dragones, Monte Xanic, Macallan, Glenmorangie, Mezcal Lineal and Casa de Aves.

Many noted chefs will be participating in MAG including Enrique Olvera, Carlos Hannon, Roberto Solis, Paul Bentley, Diego Hernández, Donnie Masterton, Alejandro Ruíz, Rene Reyes Echeverría, Patrick Cros, Eduardo Echeverría, John Gallo, Fernando Trocca, Gabriela Ruíz, Elena Reygadas, Juan Licerio and Oliver Deboise, among others.

Some of the participating artists will be Claudio Limón, Angelo Musco, Ricardo Gonzàlez, Pepe Soho and Luis Fabian Flores, among others.

An all-inclusive MAG ticket will be available, or tickets may be purchased for individual events, with costs ranging from about $50-$150. Tickets may be purchased on Ticketmaster or the MAG website.

Hotel Matilda is a dynamic contemporary hotel celebrated for its chic lifestyle-focused guest experience and one-of-a-kind art and culinary events. The 'Matilda lifestyle' guest experience combines an award-winning holistic spa; Bar Müi known for its creative mixology; designer rooms and suites; a vibrant art-gallery-like interior - the first contemporary ambiance in colonial San Miguel de Allende - filled with an eclectic collection of dramatic contemporary works by noted artists, many specifically commissioned for the hotel; and world-class dining by internationally acclaimed Chef Enrique Olvera in Moxi.

With the creation of The Market of Arts & Gastronomy, Hotel Matilda's groundbreaking work on the Mexican culinary scene under the guidance of Mr. James is being elevated to a new level. He evolved Moxi into a leading restaurant in Mexico by bringing in renowned Chef Olvera to operate it; not only has Moxi become a Mexican foodie destination, but it was recently named #24 on The Daily Meal's list of the 101 Best Restaurants in Latin America and the Caribbean. Many of the top chefs of Mexico have cooked at Moxi at the restaurant's grand culinary evenings called Supper Clubs that feature guest chefs from leading hotels and restaurants. For more information and reservations: Toll free 855-MATILDA (855-628-4532), info(at)

When it opened on February 4th 2011, the new Rosewood San Miguel de Allende heralded in a 21st Century's version of a renaissance in one of the most historic of Mexican towns. The hotel pays homage to San Miguel de Allende's storied past while staying true to Rosewood's philosophy of providing guests with a memorable experience of unparalleled luxury and understated elegance.

Cradled within the historic heart of downtown and just blocks from El Jardin, Rosewood San Miguel de Allende features 67 beautifully appointed guest rooms, suites and 7 stunning residences. All rooms and suites offer spacious living areas, wood-beamed ceilings, thoughtful appointments and furnishings of the finest Mexican craftsmanship. The resort includes a "Sense, A Rosewood Spa®", state-of-the-art fitness facilities, 1826 Restaurant, Luna Rooftop Tapas Bar, large indoor and outdoor event space, luscious gardens, and a unique outdoor amphitheater.

With respect and reverence for the history, culture and creativity of the colonial city of San Miguel, designated as a UNESCO World Heritage Site by the United Nations, the resort embraces Rosewood's A Sense of Place® philosophy and reflects the town's existing charm, scale and architecture. Days can be spent exploring the cultural riches of San Miguel, including breathtaking churches, museums and the Instituto Allende situated just next door; browsing through the city's many galleries and mercados; relaxing in one of the resort's unique pools or on-site gardens; or, indulging at Sense, A Rosewood Spa®. For more information and reservations: 888-Rosewood (888-767-3966), sanmiguel(at),