Fiesta de Reyes

Fiesta de Reyes is a vibrant historic marketplace located in the heart of Old Town San Diego State Historic Park, where authentic Mexican culture and California history come alive daily. This unique destination features 19 independently owned specialty shops offering one-of-a-kind items ranging from handcrafted silver jewelry and original artwork to hot sauces, olive oils, and distinctive garden décor. The center is anchored by three distinctive dining venues: Casa de Reyes, offering traditional Mexican cuisine in a festive courtyard setting; Barra Barra Saloon, providing a lively cantina atmosphere; and The Cosmopolitan Hotel & Restaurant, delivering elegant dining in a historic setting. Every weekend, guests enjoy complimentary live entertainment featuring beloved mariachi bands and colorful folklórico dancers performing throughout the plaza, creating an immersive cultural experience. With its combination of authentic shopping, exceptional dining, free entertainment, and availability for private events including weddings and corporate gatherings, Fiesta de Reyes offers visitors a memorable celebration of Mexican heritage where the fiesta truly lasts forever.

Fiesta de Reyes attracts a diverse mix of tourists and local families drawn to Old Town San Diego's historic charm, with visitors typically ranging from middle to upper-middle income households seeking cultural experiences and authentic Mexican dining. The trade area serves both domestic and international tourists visiting San Diego's historic sites, as well as local residents from surrounding neighborhoods who appreciate the unique shopping and entertainment offerings. Primary market segments include heritage tourists, families with children interested in educational experiences, and couples seeking distinctive dining and entertainment in a festive atmosphere.