Operations

Modern Day Quinceañeras a Widening Market for Limousines

LCT Staff
Posted on June 13, 2007

HOUSTON — The quinceañera, a 15th-birthday ritual for Latina girls, is being revamped by a new generation of teenagers influenced by MTV and other pop-culture nuances.

And the modern version is costing more, too. The events are reportedly costing anywhere from $5,000 to $100,000 and include musical numbers sometimes crafted by professional choreographers and feature professional dancers.

“I wanted something different, something unique where people would go ‘Wow!’” said one teenager.

The quinceañera tradition goes back hundreds of years, most likely rooted in Mayan and Aztec rites of passage blended with the pomp of Spanish court formalities, says Michaela Murphy, an editor at Quince Girl magazine.

"I'm always struck by how struck the girls are by this, how potent the experience is for them to have this ceremony that's so ritualized and in honor of them," says Murphy. "You are the featured performer. You get to wear the prettiest dress. It really is a dream come true."

This means the updated version of the traditional quinceañera is also a growing market for limousine companies who can provide the “wow factor” today’s teenage girls are looking for and it doesn’t appear to be going anywhere anytime soon.

"The girls really want to put their own fingerprints on this quintessential cultural event," Murphy says. "They think the rituals are cool, but they want to marry it with who they are as contemporary American teenagers."

Source: USA Today

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