With the end of summer, the Rio Grande Valley’s big party season begins. Between birthday parties and baptismal celebrations, holidays, football blowouts and bridal showers, fall weekends fill up with convivial gatherings. In fact, Halloween now reportedly ranks second behind Christmas for holiday-sales generation, with 34% attending or hosting a Halloween party (and spending on average $68 on costumes). Whenever the urge to throw a party takes hold, local party stores, rental companies, event venues and event planners, and even clowns will spring into action to help everyone have a great time.
“The concept of a party has changed completely,” said Homer Martinez of JJ’s Party House. “People really love throwing theme parties for adults and children. Theme used to mean plates, cups and napkins. Now it’s costumes and decorations. Parties have morphed and gotten really detailed and specialized. The superhero party theme is our number one best seller, for big kids and little kids.” Costumes, if you didn’t know, aren’t just for Halloween anymore.
JJ’s Party House is the largest independent party store in Texas and ranks among the largest independent stores nationally. First time visitors to JJ’s are stunned by the 20,000-square-foot space filled to the rafters with life-size witches, bicycle-size spiders, piñatas, fairy wings, tombstones, wigs, costumes, rubber vultures, and supplies for every imaginable party. Located in a 1930s produce shed, JJ’s party store was established 32 years ago by Rene and Lala Martinez. Their son Homer, who now runs JJ’s with his mother, grew up in the business.
“Some people would say I have never grown up,” Martinez said with a boyish grin. “Halloween is our Christmas. Starting in mid-September, it’s absolute mayhem. People come in and try on costumes and make a day of it.” The Martinezes, who love to don costumes, aid and abet their customers’ party plans with help from an ample staff.
But it’s not all party games. “Being a party store is not fun and easy. It’s fun and very hard,” Martinez said. He pointed out that some of Texas’ 250 independent party stores are closing due to competition from party supply store chains.
“We’ve learned to be very competitive and very specialized. We try to be very different: we have a seasonal showroom, a costume hat and mask room, a bachelorette room,” said the McAllen business owner. Nevertheless, a sizeable segment of JJ’s inventory is dictated by big box stores. “A lot of things we sell we don’t make any money on, like tableware, but they are things you have to have.” Those loss leaders bring customers in and give them the opportunity to shop for balloons, masks and decorative items. A yellow brick road leads from the front door to the mezzanine jam-packed with zombie, cowboy and Catwoman costumes, in addition to the seasonal room downstairs which overflows with apparel for Cinderellas, knights, pirates and much more. Beaded, beribboned and feathered masks share wall space with horror and political character masks. A new extensive makeup counter is opening in time for Halloween. Another room is dedicated to bachelorette party supplies.
“It’s our little magical place. We supply makeup and costumes to almost every clown you see in the Valley,” said Martinez, who plans to be a cowboy or Indian this Halloween.
“Birthdays are what drive this business,” Martinez said, noting that wig and hat parties are a hot Valley trend. Birthday themes run from Hollywood and casino to western and luau.
Pulling it together
People planning a special, spectacular birthday party often consult with Clara Zepeda-Loera at Social Situations. “They want me to help find the perfect venue, cater, deejay, or the right band,” said the event planner. Her boutique provides a one-stop location for clients to meet with caterers, photographers, and vendors.
Zepeda-Loera recalled a stand-out, surprise 60th birthday party she coordinated at NAMAR Event Center on South Padre Island. “It was the coolest party ever. His wife came to us with whole theme and design. We wanted to make it masculine, gender and age appropriate, but over-the-top fun. We had three large canvases made at Fast Signs that were the backdrop of a large stage where a 16-piece Dallas band played.”
With Zepeda-Loera managing the numerous party details, from the flavored-vodka shots rimmed with sprinkles and the videographer, to helping with out-of-town guests’ arrangements, the honoree was totally surprised to be celebrating with his 120 closest friends. “It was fun for everybody.”
Party hosts want to have as much fun as their guests, Zepeda-Loera explained. “They don’t want to have to fuss. I think reality TV has contributed to this. Everyone dresses up and throws elaborate themed parties, and we get excited and want to do it, too. When I have consultations, they almost always ask, ‘Did you see such and such show?’ So many are coming in with Pinterest photos.”
Fall and winter is busy time for Social Situations. Loera mentioned that some popular party venues, such as Casa Mariposa, La Cantera, and Quinta Mazatlan, already have bookings for 2015.
Taylor and Martha Russell Blanton converted the old Russell home, at the junction of Highway 100 and the expressway, into Casa los Ebanos. The lovingly refurbished house, roofed pavilion and tropically landscaped facility has hosted showers and baptismal parties, birthdays, bar mitzvahs, rehearsal dinners, and the occasional family reunion. Clients have free rein on the 82-acre property for lakeside weddings, businesses retreats in the house, or graduation celebrations. “We offer recommendations for vendors, but they are free to use the caterer, florist, or band of their choice,” Blanton said. Tables and chairs for 120 are included in the rental price.
Rental World, which has been helping the Valley throw parties since 1980, recently added massive air conditioning units to its inventory, the better to cool (or heat) its event tents. “We had to develop our own program to determine how much air conditioning or heating we need, depending on the time of year and the location,” said engineer Bryan Wolf. From the customer’s side, details like that are boring. They rely on Rental World to handle all the details of tent size, portable lighting, and upscale portable toilets. While about half of the company’s business is from birthday parties, Wolf said they recently hired a dedicated wedding specialist.
If you’re going to send in a clown, make it the clown who appeals equally to adults. Chuchin the Clown is the alter ego of Mizrraim “Jesse” Medrano, the son of the famous Mexican acrobatic clown of the same name. “My show is circus-like because of where I come from. My background is ventriloquism, magic, music, juggling and acrobatics,” said the UTPA theater graduate. Chuchin’s one- and three-hour shows, suitable for all ages, are performed in English or Spanish.
Now’s the time to tap into the potent magic of a party, whether your tastes run to candlelit dinners with a classical guitarist playing, or to pumpkins, poltergeists and pirate costumes.
For more information, see jjspartyhouse.com or 686-64611; rentalworld.com or 630-3564; casalosebanos.com or 399-9097; social-situations.com or 423-9307; Chuchin.net or 624-6465.
October cover story by Eileen Mattei