Born and raised by her mother in Mexico City, Sandra Avila is the Fiesta Bowl's Director of Community Relations and a champion of charitable giving. She is proud of her Mexican heritage where her passion for serving her community was cultivated. Prior to moving to the United States, Avila was a lawyer in Mexico's Congress. Then in 2010, Avila relocated to Phoenix where she worked for six years at the Mexican Consulate, engaging directly with the Mexican community.

"Working for the Consulate was an incredible experience. Helping other people and being able to give back in a way to my own community in a different country, it really moved me," said Avila.

The Hispanic population represents nearly 20 percent of the United States' population and the majority are of Mexican descent. Arizona alone is home to 2.26 million Hispanic residents, according to Data USA.

Being one member of that community, Avila takes extra pride in Hispanic Heritage Month and what growing up in Mexico has meant to her as living in America. "It's an opportunity to celebrate Hispanic heritage cultures. As big as that encompasses, for me, it's being Mexican and being able to celebrate that and celebrating other cultures. Being able to recognize differences, celebrate our heritage, share and elevate our culture, our food, our music – all of these elements of who we are, that's what Hispanic Heritage Month means to me."

After relocating to Arizona, Avila continued working in the legal field for about a year then had to decide whether she wanted to go back to law school in America or take a different career path, ultimately choosing the latter.

Inspired by the hands-on experience at the Consulate, Avila knew what she wanted to do next: give back to her community.

"From that experience, constantly working with people and being able to give back, I just thought a good transition would be to move into the nonprofit space," said Avila.

Avila joined the Boys & Girls Club of Greater Scottsdale in 2018,working as the Strategic Liaison to the CEO and Board. She then joined WorldatWork and became a resident and U.S. citizen in 2020 before transitioning to the Fiesta Bowl as the Community Relations Coordinator in 2021.

While the Fiesta Bowl is well-known as one of the biggest postseason games in college football, sports were not relevant to Avila. Instead, she was inspired by the Fiesta Bowl Organization's year-round commitment to making a statewide impact and its focus on the lives of young people.

"Community impact multiplies here at the Fiesta Bowl. Through our grant cycle and legacy projects, we're able to give so much to teachers and nonprofits that benefit communities for years," said Avila, referring to some of Fiesta Bowl Charities' programming.

"I enjoy executing these events and projects and working with a team to do good and give back."

Avila and her team help move the missions of other community organizations forward through the power of sports – two bowl games – and impactful events such as Palo Verde Fiesta Bowl Charities Wishes for Teachers, playground builds, resource rooms and all of Fiesta Bowl's hosted events.

"We're doing all this good for the community and our team gets to be a huge part of it. I just feel very lucky," said Avila.

Phoenix is her home now, but her heart has a large place in Mexico as most of her family still resides there.

"Keeping my own traditions has always been very important. I do it with my friends and try to keep up with the traditions and bring them back here because it's part of who I am, part of my culture."

Creating altars, or ofrendas, in remembrance and in honor of deceased loved ones is one way Avila commemorates Día de Los Muertos. The holiday reunites the living and the dead and is celebrated in Mexico on November 1-2. It is believed that the spirits of the dead return home to spend time with their loved ones and the altars are made to welcome them.

Another holiday Avila celebrates is Día de Los Reyes on January 6 in honor of the Three Wise Men. Avila bakes Rosca de Reyes (Kings Day Bread), a sweet bread, baked in a circular shape adorned with dried fruit and somewhere hidden inside is a miniature plastic baby, symbolizing the newborn messiah.

"It's being able to share those elements of my background, culture and history, where I can help people understand and learn more about who we are and where we come from. I think that is why it's so important to have a Hispanic Heritage Month," said Avila.

Hispanic Heritage Month celebrates and recognizes the contributions and influences of those who trace their roots to Spain, Mexico, Central America, South America and the Spanish-speaking nations of the Caribbean to America's modern-day culture and society.