Veronica Robles and young dancers from the Center, 2024. Courtesy of VROCC.
When Veronica Robles arrived in East Boston in the late 1990s, she noticed the absence of Mexican culture in the neighborhood. At the time, Mexican immigrants made up less than 1 percent of Boston’s foreign-born population. Even in the predominantly Latino neighborhood of East Boston, Mexicans were relative newcomers, vastly outnumbered by Salvadorans, Colombians, and others from Latin America. But Robles saw that the community was growing and recognized the need for spaces to celebrate Mexican culture and heritage.
The local Mexican community had in fact been steadily growing in the wake of the 1994 North American Free Trade Agreement (NAFTA), which made it harder for the Mexican working class—particularly small farmers—to earn a living. As a result, growing numbers of Mexican immigrants arrived in the United States in search of better opportunities. Although states like California and Texas had long been hubs for this migration, Boston and other northern cities now became popular destinations as well. By 2023, Mexicans would make up nearly 6 percent of East Boston’s foreign-born population.
The Founding of VROCC
A native of Mexico City, Veronica Robles carried Mexican culture as a core part of her identity. Lamenting the absence of this culture in East Boston, she worked to create a space where Mexican immigrants could speak their language, share traditions, connect with others, and feel supported. Having experienced the struggles of immigration herself, Robles wanted the center to be a source of comfort for others navigating a new life in the US. Since opening its doors in 2013, the Veronica Robles Cultural Center (VROCC) has offered youth afterschool programs and community events, with support from the City of Boston, the New England Foundation for the Arts, Amazon, and other funders. It has become a second home for both Mexicans and other Latino groups in East Boston.
One of the biggest events at VROCC is the annual Día de los Muertos celebration in the fall. Many families gather outside to honor the lives of their deceased loved ones by filling the VROCC with bright decorations, candles, music, and food. People also write letters to their ancestors, share stories, and build ofrendas (altars with offerings) to remember and celebrate their late relatives. Moments like these allow Mexican immigrants to continue practicing their traditions with others as if they were at home. In a city where many immigrants are far from their families, this kind of event matters deeply.
Children play a big part in these celebrations as well. Many of them learn traditional Mexican dances at the center, including the famous baile folklórico, or Mexican folkloric dance. At the VROCC, however, students learn more than just dance steps. Robles teaches young people about their Mexican folk roots and shows them how to carry that culture forward in a way that brings about more unity and pride. As one student put it, the goal is to keep the tradition going and “not break the circle.”
Using Music to Empower
Mariachi music is another powerful part of VROCC’s work. In 2018, Robles put together the first all-female mariachi band in Boston that brings a strong sense of pride to the Latino community. For many in the audience, the mariachi songs feel relatable because of the immigrant struggles that Robles sings about. As she says, “I am not sharing my voice with you, I am sharing my soul.” Robles’ presence as a woman in a male-dominated field also carries a powerful message, especially to immigrant women in the U.S. who face both gender and ethnic bias. Through her loud and unapologetic voice, Robles shows women and girls that their voices matter and that they can overcome barriers despite their immigration status.
VROCC’s impact in East Boston is undeniable, but the positive effects extend beyond the cultural realm. During the COVID-19 pandemic, the center became a food distribution and vaccination site for the East Boston community. In a time of great distress, the center provided free care to those who needed it—in a familiar environment with Spanish-speaking staff. By humanizing the typically scary experience of getting a COVID shot, thousands of Latino families were vaccinated.
In recent years, the center’s mission has broadened to celebrate the cultural traditions of other immigrant communities in East Boston. One example is the annual Multicultural Festival, which showcases music, dance, and customs from many parts of Latin America as well as other regions of the world represented in East Boston. Past performers have included Colombian and Salvadoran musicians, Brazilian drummers, and Moroccan folk groups. These gatherings provide families with an opportunity to share their heritage while also learning about their neighbors. Although the center began celebrating Mexican traditions, it now brings together many cultures, demonstrating that preserving heritage can also foster lasting connections.
—Manuel Mendez, Boston College ’25
Works Cited
Beato, Kendra Nordin. “Mariachi Singer Turns Loss into Love for Arts–and Community,” Christian Science Monitor, October 25, 2021.
Espinoza-Madrigal, Iván, and Nina Garcia. “How A Community Center In Boston Got More Shots Into Arms.” WBUR, May 13, 2021.
Granberry, Phillip, and Krizia Valentino. “Latinos in Massachusetts: Mexicans.” Gastón Institute Publications, no. 254. 2020.
Pennington, Juliet. “Mariachi is High Art for Verónica Robles and Her All-Woman Band,” Boston Globe, May 4, 2021.
Robles, Veronica. “‘La Mariachi’ Mini Documental.” YouTube video. March 31, 2022.
