A Brief History

Alamo Fiesta® was founded in San Antonio in 1994 and later renamed Fiesta On Main®. To better serve customers, our distribution and headquarters moved from Mexico to the United States. Our Fiesta On Main® location—once a neglected house—was restored with hard work to become the first permanent store of our parent company, Soul Heart Hands, LLC.  Today, we operate from a 40,000-sq-ft Fiesta Party Headquarters building across from North Star Mall near the airport called Fiesta At North Star®.

With nearly 150 parking spaces and easy access from Hwy 281, Loop 410, San Pedro Ave. and McCullough Ave., visiting us is a breeze. We’re just three minutes from San Antonio International Airport, making us convenient for locals and visitors alike. Bienvenidos!

Why Choose Us?

Quality & value: direct relationships with artisans and manufacturers allow us to offer top quality at fair prices.

Integrity & excellence: we avoid consignment and purchase goods at sustainable market prices, supporting independent artisans.

Cultural preservation: your purchases help preserve traditional crafts and celebrate artisanal artistry.

Why Purchase Artisan Hand-Made Art

Preserve heritage: each piece reflects traditions and skills passed down through generations.

Unique & meaningful: every item is one-of-a-kind and infused with the artist’s heart and soul.

Fair market support: we pay artisans fair prices, empowering them to sustain their craft and communities.

Community empowerment: your purchase celebrates artistry and helps families thrive. ¡Gracias!

Our Online Stores

Since 1999 we’ve shared the Fiesta At North Star® experience online. While you can shop from home or work, only roughly 5% of our inventory is online—so please visit us in person for the widest selection and a truly immersive Fiesta shopping adventure. Discover the heart of Fiesta and Día de Los Muertos with us—online and in person at AlamoFiesta.com® & FiestaStore.com®.

Media & Recognitions

Over the years, visitors from across the globe have walked through our doors and shared their experiences, helping spread the word about our unique store. We’re honored to be recognized by the Wall Street Journal, Southern Living, Frommer’s Travel Guide for San Antonio/Austin, American Airlines Magazine and numerous local publications.

Our store has been featured on local TV shows, live news segments and national programs, and our products are carried by major retail chains.

For more details about our media features or to connect with us, please visit our contact page.

Our Commitment to You

At Soul Heart Hands LLC (our parent company) we search for and showcase the finest talent in the arts and crafts world. We’re committed to bringing you high-quality items at the best prices and to honoring the artisans behind them. Your support means everything to us—thank you for being part of our extended family. ¡Gracias! Whether you’re a first-time visitor or a lifelong local, Fiesta At North Star® offers something unforgettable—history, heart, heritage, and pure joy. Explore San Antonio’s and Mexico's soul through this one-of-a-kind store: it’s more than store—it’s the spirit of celebration, shared by anyone with a love for culture, community, and a good time.