Cristina Rodríguez Bremer
Amid laughter and memories, Cristina tells us that being part of the Tendencia editorial team was a pure fluke and came out of kindness of the members.
“I received a call one day from a colleague, Giammarco Vela, who told me that some girls had this idea. Diana, one of the founding partners, had told her about surfing and so they got me on the phone.
They came to my desk with excitement and enthusiasm. It was such a high-quality magazine and included foreigners, only one of them with South Californian roots. They made my heart beat fast.
I was ready with South California history books on my table to guide them. I also agreed to be on the editorial board, a bit for fun and also love for my land.
I set out to document the evolution of my home, beginning back when it took eight hours to get to La Paz by land and four hours to get to San José due to the ruggedness of the journey. There was a phone in San José del Cabo and my father had to go by private plane to make calls.
It was a peaceful place with 400 inhabitants, all accustomed to helping each other. We slept with open windows and doors.
On one occasion, my father picked up the payroll from the three hotels in La Paz but forgot it in a transparent money bag on the roof of the car he left parked at the airport. He took his plane to Los Cabos, a journey of about an hour. When he realized that he did not have the cash, he returned to La Paz and there was the money.
I do not get out much, but I get all the news about this destination from Tendencia. That is what I like about the magazine, it does not stay as a story, but invites you to experience the State.
Sometimes I complain that it is outsiders who appreciate what we have the most. Truth is, it had to be this way. Now Tendencia is rescuing the identity of this land, illustrating what it was and what it is. Of course, the magazine highlights the luxury that is on par with extraordinary places around the world. However, the content also describes the remote places that are unique to this peninsula and that are part of the essence of Baja California Sur.
“You have to turn and look at the mountains because there are our roots.”
Over the course of the past 10 years, what published information did you not know about Baja California Sur, and was amazing to discover?
So much. A few things come to mind, including the artists and celebrities who have been to Los Cabos, events such as the Culinary Awards and, in general, the diversification of the gastronomy.
It’s exciting to learn what’s new, what’s in store, and to be able to keep track of it until it happens!
Comondu, La Purisima and more remote places that I can at least learn about through the photography in the editions. If we go deeper into the mountains, we find out that the people naturally help each other because the environment forces them to do so.
We have to look at La Sierra because our roots are there.
Proud Tendencia moment:
The women (members) that make up the Tendencia team, their love and dedication, is something that moves you. They are tenacious and that tenacity has helped them achieve everything they set out to do. Thanks to all the trips and the legends they have published, the identity of Baja California Sur will not be forgotten.
Enrique Hambleton Von Borstel
An interview about my more than 40 years of work documenting cave paintings as a photographer and the publication of the book “Lienzos de piedra” brought me to Tendencia magazine.
An eloquent invitation and a strong desire to join the editorial board led me to accept immediately. Secondly, there were no publications focused on the trends of the Los Cabos area. For me, it was an interesting project that was well worth being part of.
South California is not well-known in the rest of the country. The cultural legacy is extremely important not only for the visitor but for those who inhabit this land.
Welcoming the traveler is a very old tradition on this peninsula. People who live in remote places feel obligated to give water, a cup of coffee, shelter, and food to visitors. The other custom is to take care of the environment. Many years ago, there was no garbage. Everything was reused because it was very difficult to obtain a package, bag, or can goods.
The same people have taken me to 98 percent of the rock painting sites I have documented. They were my guides. They recorded the locations of the places they found while they were tending their goats. Forty years ago, they informed me in a letter and when I visited, they guided the way.
The most rewarding experience over the years has been to see the changes in the same people. Today, they take better care of the cave paintings and the environment because they understand the value. The custodians have become the first line of defense. Of course, they realize that it is a source of income for them, as well. We are already in the third generation of guides. The San Francisco Sierra put us on the world map as a World Heritage Site, but it also left us with a high degree of responsibility.
The people who live in the oases were practically self-sufficient. Coffee, sugar, metal casseroles, and canned products are what the vendors who arrived every four or five months supplied to these communities when they went up into the mountains. In exchange, they bought the products that were produced there.
Nature in South California is harsh. As a result, people took what the land had to give. If they were not flexible, there was no place for them here.
“Our future depends on understanding the past. We must preserve it in an intelligent way.”
What recommendations would you give to those who visit Baja California Sur for one week?
One week is not enough time to see the Missions, the Gray Whale Sanctuary and the Rock Paintings. Going out with a local guide is an incredible experience! They even know the name of all the plants, they are encyclopedias. For a South Californian, this pilgrimage is mandatory at least once a year.
Proudly Tendencia moment:
A conversation many years ago, where I brought some errors to the attention of Tendencia management. I vividly remember the answer: “Thank you, we are working on it.” 10 years later, I see proof that they are indeed working.
Curiously, I met the Tendencia team because of a serie of 6 documentaries titled “Tradiciones en Video”, now winner of awards and nominations. The year 2000 was a time when more and more people were coming to Los Cabos from different parts of Mexico and forming communities with others from the same place of origin. Murmurs began to be heard about the lack of culture in the region.
We interviewed a variety of people from this location and a series of documentaries emerged. We weren’t limited to a single task. In fact, a diverse number of subjects were developed, including historical monuments, art, gastronomy, the daily life of 1999, and history. Some of the documentaries were included in film festivals.
In my opinion, one of the most knowledgeable people about the history of Sudcalifornia is Prof. Armando Trasviña Taylor. Thanks to Prof. Faustina Wilkes, I had the opportunity to present the documentaries. Actually, I don’t think I’ll ever see them.
Later, Tendencia contacted me and asked if I would be interested in a meeting. During the meeting, I was invited to write for the publication. Prof. Trasviña himself made a complete article about my documentary series. This has been a great source of pride for me. It is one of the best things that has happened to me professionally, because he is a reference for me.
Publishing my work in a magazine whose focus is the rescue of our cultural heritage fulfills one of the objectives of the documentaries, which is to inform and disseminate culture. Tendencia was, and still is, an excellent means of communication for reaching both the local business sector and tourists.
My profession is visual art. Writing is a challenge for me. At first, I must confess I was reluctant. However, I worked on my style and technique in an efffort to communicate and tell stories everyone could understand.
Being part of the editorial board, with people respected for their careers and profession, is a privilege for me.
“When you know the history of the place where you live or visit, a deep respect grows.”
How have you seen the tourist development of Los Cabos?
I divide it in two, one is the tourist destination, and the other is the local community. In particular, I see that each generation has its own economy and challenges. A century ago, Cabo San Lucas was born as a fishing site. San Jose del Cabo is more developed and the economy is based on agriculture, livestock and later fishing.
After 1920, the tuna industry arrived. A whole new story emerged that put us on another economic stage. However, they all demonstrate that Los Cabos is a generous land where much can be produced.
We must learn to look for more opportunities no one else is seeing and not cling to a single economy!
A moment proudly Tendencia:
When I was invited to participate in Sabor a Cabo Rural 2019 with a photograph from the series “Pitahayas.”
Jesús Manuel Corral González
A unique invitation led me to be part of this great project. Socorro García invited me to write a one page article about Los Cabos. That was the first article of my collaboration with Tendencia. In a later meeting, it was agreed that an editorial board would be helpful and I was extended an invitation to join.
Over time, each member has enriched the content and progress of Tendencia, either with written contributions or with observations from his or her perspective.
Editorial committees usually change, or there is simply a fixed board with members invited to contribute depending on the topic. They have managed this work very well to gain credibility in each edition.
I’ve been honored to be a part of Tendencia from the beginning. The project has impressed me because of the way it has evolved and the quality of the professional results. A characteristic of Tendencia is that the publication consults with experts to enrich the editions.
I enjoy writing Traveling because I have total freedom to write what I think. I am not bound by an approach. Of course, I try to be proactive. I consider that if we create awareness there will be no complaints.
What is my favorite editorial theme? Definitely gastronomy. I find it one of the most diverse. Wow, what to talk about! From the most basic ingredients, those that are harvested, their origins, to eat in rural communities, where the locals eat, and not forgetting the iconic restaurants.
The one publication I will remember forever is the special hardcover edition for the G20 Summit. It’s memorable for what it represented for Los Cabos, how it put Mexico on the map, as well as, of course, Tendencia.
Representatives of more than 20 countries around the world attended and I’m sure the leaders took a copy home with them. It is surely still on the shelf of the people who are influential in travel.
“In tourism, leadership is a job that requires constant work.”
Over the course of these 10 years, what published information did you not know about Baja California Sur, and was it amazing to discover?
The most amazing and satisfying thing for me is to read about the great diversity of communities we have on this peninsula. I wasn’t aware of some places, but reading about them makes me want to visit them. The cave paintings are an example, but there are other hidden places that have not had as much attention. Baja California Sur is incredibly diverse in flora and fauna, and with a good camera or phone you can capture indescribable moments.
Seeing the printed magazine in different places, such as doctor’s offices, waiting rooms and airports. Or when someone says to me, “I really liked what you wrote about ….” That makes me want to keep contributing.
After several years of friendship and working together, we welcome you to the Editorial Board in this anniversary edition.
How did you discover Los Cabos?
I was Undersecretary of Foreign Affairs for Management and had recently organized the UN Conference of the Parties to Climate Change in Cancun. After this event, President Felipe Calderón informed me that Mexico would host the G20 Summit in 2012. President Calderon assigned me as Secretary General of the event.
Patricia Espinosa, who served as Chancellor, is the person who suggested organizing the summit on the other Mexican peninsula. As a result, Los Cabos was put on the shortlist for the event headquarters. The president sent me the very next day to this beautiful destination. My assignment was to find out if the necessary infrastructure was available. I arrived with my entire team to survey the hotels in both San José and Cabo San Lucas. That is how I got to know the hospitality leaders in the region.
I returned and said the answer was “yes, they have the hotels.” But the meetings would have to be held in various conference rooms because the Cabo San Lucas Cultural Pavilion was too small for the event. President Calderón’s response was, “You can do it in Los Cabos, but under one condition: you must build a convention center.”
So, I sat down with the entire group of hoteliers, Los Cabos business leaders, the municipal president, and the governor himself. I told them if they would help me build a convention center in six months, the event could take place here. We immediately went on a search until we found a space that was owned by both the federal and municipal governments. The second step was to find a construction company that agreed to deliver the project in such a short time frame. ICCA accepted and we moved forward.
“If I have a work team, I can do everything.”
What do you see in Los Cabos that is different from other places?
While working to promote the northern part of Mexico abroad, Baja California Sur caught my attention. In addition to the spectacular natural beauty, I discovered that the attitude of the entire community is positive and unified. Reviewing the points that were needed to conduct the Summit, all the different interests planned together on how to move the event forward and promote the destination. There was no acting as individuals. This dynamic attitude was seen in both the public and private sectors. It was, and still is, impressive.
The G20 Summit based in Los Cabos was a team effort by the Tourism Promotion Council, all levels of government, the business sector, the local community and the media. That is where Tendencia comes in. It had been existence for just two years but was already an excellent quality publication.
An alliance with Tendencia was crucial because, at that time, it was the only magazine that promoted history and culture. They also helped me connect with all the local media.
Proud moment Tendencia
One of the special events was the launch of Los Cabos as the venue for the G20 Summit. One night, Tendencia and Grand Solmar Land’s End acted as hosts to share details about the Summit with different business groups.
A native of Mexico City, Julio Camarena studied in the United States where he graduated with honors and a Bachelor of International Relations and Government degree from Lawrence University in Wisconsin. He also obtained a Master of Management and Organizational Development degree from the University United States International in San Diego.
Camerena’s dynamic career, dedicated to public and diplomatic service, led him to a number of positions with a heavy load of responsibility. His positions ranged from Advisor for International Affairs of the then Secretary of Finance and Public Credit, Jesús Silva Herzog, to the Senior Official of the Ministry of Foreign Affairs from 2006 to 2012. Camarena was also Secretary General of the G20 summit in Los Cabos, Baja California Sur in 2012.
His exceptional performance as representative of our country as Mexican Ambassador to the Philippines from 2013 to 2018 earned him the “Knight of Rizal” decoration. His management also made it possible for Mexico to become just the fifth international investor in that Asian country and achieved the first State visit of a Mexican President in the Philippines in 50 years.
In addition, Julio Camarena worked at the United Nations for more than 20 years as Director of Human Resources and Administration of the FAO in Rome, as Director of Human Resources and Administration of the United Nations Industrial Development Organization, and UNIDO in Vienna. He also held various leadership positions within the United Nations Secretariat. Of particular note was his time as the head of Inter-institutional Policies and the Common Regime System, the management of various peace missions, the Executive Officer for the Office and as part of the United Nations Development Program for the Latin America and Caribbean regions.
True to his professional training, Julio Camarena Villaseñor is now CEO of Donde Bank and Trustee of the Donde Foundation.
Laura G. Bueno
It was quite curious. It all started with a postcard that I found in an antique store in the pink zone of Mexico City. It featured the Santa Rosalía carnival of 1908. I was invited to write about the subject in an article that was published in the 16th edition, the Sea of Cortés. That was 2013. I have shared many more stories since then.
I eventually agreed to be on the board for personal reasons. I’ve always liked writing. I think that being part of a group with other people who have the same passion is enriching.
Tendencia, in addition to the content, has incredible networking potential. The same contributors to the publication use it as a reference source when making recommendions to clients or family for places they should go, or, an architect to build their house.
It is very practical that the editions are by subject because they can be consulted again and again. Each edition is updated with interviews or simply with new suppliers located in the destination.
Tendencia is in a constant state of innovation. Personally, I liked the change from vertical to horizontal and then back to vertical. It presented an entirely new image. And let’s not forget the variety of subjects!
For a certain percentage of the population, readership of printed magazines seems to be declining. Even the classics are now printed according to the number of people who request copies. That is not the case for me. There is nothing like having the printed version of a book. It doesn’t matter what the subject matter is about. Print definitely makes it more valuable.
In Los Cabos, there seems to be twice as much time compared to the big cities. Just focus on what needs to be done, and when finished, take advantage of the rest of the day for other priorities. On the other hand, it’s fortunate that where we live is peaceful. Nature surrounds us and there is no pollution. Nature itself provides the well-being necesary to raise a family and develop a profession.
“Los Cabos inspires creativity.”
What recommendations would you have for those who travel to Baja California Sur for one week?
Go sailing! Don’t just stay on land. The islands offered by the Sea of Cortez are incredible. If you have the opportunity to go on a yacht or a boat, do it and explore the amazing sea.
The historical missions of Baja California Sur are also essential if you want to learn about the culture. Of course, trying the food in each place and talking to people are necessities.
Proud Tendencia moment
When I received an email from Xavier Lazcano Diaz, CEO of ESSA congratulating me on the article in Tendencia about the salt mines and the Exportadora de Sal company. In addition to the thanks, he offered to pay our travel expenses to visit the salt company and learn about the economic impact the business has on the area.
It all started with an experience! I invited the founding members to climb a lookout hill of Cerro del vigia at Cabo San Lucas. Along that walk, I was given the opportunity to participate in Tendencia by supplying images for the covers of issue number 5, issue 8, and several more.
When the invitation to join the board was extended, I accepted. I have shared the values of Tendencia from the beginning; the vision is our destiny. A guide was necessary so people knew the different options available here.
The trust and transparency I have with Tendencia is another reason why being part of the editorial board was a logical decision for me. I can fully and safely express my ideas and I have truly realized that the mission and priorities to care for the destination are the same as mine.
The name Tendencia speaks of a movement. We have seen this over the course of the past 10 years. There have been changes to how the world of tourism behaves, the destination itself, how this peninsula evolves and where we are going. The changes cover all aspects, such as people, interpersonal relationships, and companies.
Today, we are living in a new tourism moment. Travelers who are coming to Los Cabos are more aware and we are encountering a radical change of consciousness. Even if they stay in the most spectacular hotels, they want to know more about the culture and eat what is grown according to the season.
The pillars of travel will focus on mental, spiritual and physical health. There will be an appreciation for nature beyond the artistic. Instead, it will be from the point of view of the environment. There comes a time when we will see nature with different eyes, but to appreciate the present, you have to know the past. We are all part of our tourism history.
“The era of tourism has passed. We are now seeing a radical change that is ushering in the era of today’s traveler.”
What recommendations would you give to those who travel 1 week to Baja California Sur?
First, investigate the available attractions and make a list of what you don’t want to miss. Come with an open mind and be flexible. Life is not a straight line. There are setbacks, but they are part of the travel experience.
Always remember the objective of your trip. Is it recreation, rest or coexistence with your companions?
Finally, ask a local! Do not go without experiencing a recommendation from a local. Inquire about food, places to visit, the beaches and activities.
I have many, but without a doubt the best was exploring the destination outside my desk on the group trip around the peninsula! Taking a trip to explore and document is always inspiring. But being able to live together was significant and I felt part of the team.
Becoming part of the Tendencia editorial board was a great stroke of luck. It was, and continues to be, an adventure for me. Of course, I accepted thanks to the invitation from the founding members.
The publication has emerged as an important means of providing information about our destination. At the time, the tourism world needed something for guests that offered intelligent, interesting and different content from what existed.
Many of the hotels are suitable for enjoying life outdoors, on beaches, with activities, and at restaurants and events. There is always something innovative for the visitor. Having that information first-hand through the Tendencia publication is invaluable for me. I have been living here for 20 years. I never intended to stay so long, but the enormous tranquility here has made it the perfect place to raise a family. A sense of community is felt here. The unity of Los Cabos is something that impacts you deeply.
It is not for nothing that the royal families of Saudi Arabia and Qatar spend the summer here, first because of the temperatures and climate that are more pleasant than in their countries, and second for the beauty and peace they experience here. They travel here with the same regularity as they visit Paris or Los Angeles.
Los Cabos is a unique place of safety and tranquility for families. We can still go out at night or very early and feel secure. Few places in the world can offer the daily life that can be enjoyed here.
“Los Cabos has a particular magic. It is unique in the world.”
How have you seen the tourist development of the destination?
There has been a great evolution in hospitality over the last 10 years. It has become a financial, gastronomic, marketing, wine, and digital world business. The change has been a bit brutal. What I have learned is that you must be ready for change and adapt to the times. In today’s world, what was done yesterday no longer works. From our journey we must take the experiences, events and knowledge to reinvent ourselves.
Every year this destination gets reinvented. Someone who came a year ago, comes back and asks, “What’s new?” It is very satisfying to respond with a new copy of Tendencia, and it is true, there is always something new!
A simple answer is the number of experiences. Who could go out 10 years ago and find bustling nightlife in as many as three clubs? Today, the number of experiences is impressive. There are refined bars that offer a glass of world-class wine, live lounge music, gourmet dinners from renowned chefs, and experiences from the most elegant to local festivals and the culture of rural areas. It is a continuous evolution.
Proud Tendencia moment
I am proud to be part of Tendencia. It is a reference source and an icon. It means belonging to a project that knows how to evolve and transcend. Tendencia has allowed us to understand the cultural exchanges of Baja California Sur.
It all started with the idea to create a magazine that promoted Baja California Sur, the adopted State of all the magazine founders. It gives me great satisfaction to say that I was a founding partner. After seven years of heading the commercial direction of Tendencia, my connection with the project only becomes more and more established.
Being part of the editorial board now, even from a distance, has allowed me to continue contributing to the work at Tendencia. The strong bond created over the long hours planning the project and making the first issue a reality is the main reason I continue being part of this magnificent team.
After my change of residence to the Netherlands, I appreciate the growth of the magazine from a different perspective and I can also hear comments about how people here view Mexico and Los Cabos. It gives me great satisfaction when I deliver a copy and the readers express amazement at the quality and content. Listening to the opinions of future travelers is also a useful way to make the publication even better.
Completing a tour of Baja California Sur always surprises me. Many people asked us at the beginning how much could be said about this peninsula. The fact that we are on the 47th edition and counting answers that question. Despite the many obstacles, we continue to swim upstream and break rock. Our work speaks for itself.
I have fond memories of Tendencia. At the beginning, interviews would be conducted by the whole team. I fondly remember Fermín Reygadas who even measured our skulls to see where our ancestors came from. The businessman Ernesto Coppel, who also started from scratch, gave us a list of books to read, offered advice, and shared his own experience and knowledge with us.
“Maintaining the bond with Tendencia which has given me so much and to whom I could give the best of me, is very enriching.”
Favorite Editorial topic & sections
I have to say History. Baja California Sur has an interesting and peculiar history. Scholars have provided first-hand knowledge on the matter, so we are able to witness the transformation of the State from the beginning to today. We’re also aware of the adverse conditions that people have faced to survive and succeed. I must say it is one of the States that offers Mexico the most.
I can identify with each of the sections. Choosing the initial sections for the magazine cost us a lot of work, even more so when we investigated and discovered everything that could be said about Baja California Sur. However, I am a person who loves to travel, so my favorite section is Traveling. What Jesús Corral writes never ceases to amaze me.
Proud Moment Tendencia
Julio Camarena’s participation in our anniversary event when he was Senior Officer of the Ministry of Foreign Affairs. Also, becoming the official magazine of the G20 Summit in the short time Tendencia had been in existence.
My first contact with Tendencia was when the founding members of the magazine visited my studio. I found our conversations motivating right from the beginning because of their enthusiasm, professionalism and, above all, for the deep commitment they demonstrated to the Baja California Sur community. They continue to demonstrate that commitment in all the editions and projects they develop.
At the time, they were working on the second edition and we discussed and presented ideas and possibilities for documenting different artistic proposals that were developed in Baja California Sur and, in a cultural and educational sense, bear witness to our passage.
Later, I participated in the Art in Baja California edition. That was when we held the exhibition entitled, “Art that is collected at the end of the earth,” where local artists participated. This was the starting point for including information that promotes the peninsula as a place for generating artistic content.
That gave rise to the joint project Tendencia Avenue, where Tendencia magazine, Luxury Avenue and the Yandi Monardo Art Gallery joined together. The teamwork fills me with satisfaction.
I have been living in Los Cabos for 18 years and am fortunate to have traveled much of the peninsula. Without a doubt, the testimony of the cave paintings in the territory are the clearest evidence of the importance of protecting the place where we live. Enrique Hambleton’s articles in the magazine invited me to continue traveling with my family.
The entire peninsula is creatively stimulating. The light in the different settings, the shades of the sea, the color of the desert, and the Arch itself is an artistic symbol that we can dazzle with photographs, represent with paintings and sculptures, or simply observe. Baja California Sur is a generous land that continues to surprise me.
Seeing each edition of the magazine, from the very beginning with the journey to the missions, invited all readers to discover, respect, contribute and promote the destination. Each theme highlights the edges of the place: there’s adventure and what’s new in hospitality, gastronomy, architecture, sports and, of course, the creation of art.
The 44th adventure edition reminded me of the places where all of us who inhabit this region must visit. The tour conducted by Claudia, Oscar, Sofia and other members of the team, gave me the idea for several works. This is how rewarding it is to work in a place where inspiration comes from all sides.
For those who travel to Baja California Sur, the first thing to do is go on an adventure. Dare to explore and browse the gastronomy, culture, and talk to the locals. Visit the art galleries, have a glass of wine and meet the artists. Tendencia does a great job as an expert connoisseur of the destination. Each edition is a guide.
Come with an open mind and let yourself be surprised. Baja California Sur is a place of recurring inspiration and captivating natural magic.
How have you viewed the development of art in the destination?
When I arrived in Los Cabos, there were few art galleries with a strong commitment to the area. However, over the years, the sum of works, proposals and the efforts of artists, gallery owners and promoters has paid off. Today, we have representatives committed to raise Los Cabos and the peninsula, locally, nationally and internationally.
Proud Tendencia Moment
I am proud to collaborate with Tendencia because we are able to create a platform where a great variety of pieces by renowned masters of the arts were presented and continue to be presented. Those from Mexico and from other parts of the world have established Los Cabos as a starting point in the connection of nature, inspiration and creativity.