Traditional Spanish Market 2025

An exclusive showcase during the Traditional Spanish Market celebrates the enduring power of cultural heritage and artistic innovation

For nearly a century, Santa Fe's Traditional Spanish Market has served as a sacred gathering place where Hispanic heritage comes alive through the hands of master artisans. This year, as we prepare for the 99th annual celebration on the historic Plaza, Sorrel Sky Gallery proudly presents an extraordinary convergence of three distinctive artistic voices—each honoring tradition while forging bold new paths in contemporary art.

From July 25-27, collectors and art enthusiasts will have the rare opportunity to experience the transformative gourd art of Robert Rivera, the luminous landscapes of Roberto Ugalde, and the exquisite jewelry creations of Maria Goler Baca. Together, these artists embody the very spirit that has made Spanish Market a cornerstone of New Mexico's cultural landscape—the marriage of time-honored techniques with fearless innovation.

When Robert Rivera encountered that first pile of gourds in California in 1978, he could hardly have imagined he was about to revolutionize an art form. With only one government paycheck to his name after leaving his job at Los Alamos, Rivera took a leap of faith that would transform the humble gourd from a utilitarian object to a fine art medium.

"I am not the first person to recognize the beauty of gourds," Rivera reflects with characteristic humility. "Gourds were probably the first utensils of mankind, and have been found in tombs around the world." But what Rivera accomplished was revolutionary—he became one of the first artists to elevate gourds into contemporary Southwestern fine art, creating works that speak to both ancient wisdom and modern sensibilities.

For more than four decades, Rivera has pushed the boundaries of what's possible with these natural canvases. He marks them through stitching, etching, cutting, breaking, scorching, and sandblasting. He adorns them with materials that are, in his words, "from Earth, of Nature"—yucca fiber, suede, buckskin, African beads, Santo Domingo heishi, turquoise inlays, horsehair, feathers, and traditional tablita headdresses.

The process begins with Rivera's pilgrimages across the Southwest, searching for the perfect specimens among the three main gourd varieties: the ornamental Curcurbita with their bright colors, the large, utilitarian Lagenaria that turn from green to brown as they cure, and the fibrous Luffas. Each gourd must be carefully harvested with pruning shears and cured for three to four weeks until it becomes feather-light and ready for transformation.

"I love it when someone tells me I can't do something with a gourd," Rivera says with a grin. "That just motivates me to try and see what I can come up with. It's better to try something and fail than not even try at all."

This fearless experimentation has made Rivera's work highly collectible, with pieces that combine cultural themes from around the world while remaining deeply rooted in Southwestern tradition.

From the small village of Rio Blanco nestled in Mexico's Sierra Madre mountains to the contemporary art world, Roberto Ugalde's journey embodies the immigrant artist's dream realized through pure innovation. Born in Queretaro and classically trained at the Instituto Nacional de Bellas Artes, Ugalde mastered traditional oil painting techniques before developing something entirely his own.

Ugalde's breakthrough came through what might seem like controlled chaos—applying industrial oil-based paint with palette knives to spinning wood panels, creating mesmerizing interpretations of light filtering through aspen groves. The technique, inspired by Jackson Pollock's revolutionary methods, allows Ugalde to capture something that traditional landscape painting often misses: the experience of light moving through trees.

"Every time I look around me, I see this beautiful world full of colors and forms, and my first impulse is to transform my vision and emotions in a way that connects and reconnects people to Nature," Ugalde explains. His paintings don't merely depict trees—they capture the moment when trees "turn their own bodies into pillars of light."

Since emigrating to the United States in 1994, Ugalde has continued to evolve his technique, navigating between impressionistic landscapes and abstract expressions that challenge viewers' preconceptions. His paintings explode with energy, some radiating from the center outward like the Big Bang, others arranged in dense grids that open previously unexperienced dimensions of natural beauty.

The third voice in this exceptional showcase brings us full circle to the heart of Spanish Market tradition. Maria Goler Baca's artistic journey represents the continuation of a rich family legacy that spans continents and generations. Born in Buenos Aires and raised in Santa Fe since 1970, Baca was immersed in creative expression from her earliest years, learning everything from antiques and photography to woodworking and jewelry fabrication within her artistic family.

After graduating from the University of New Mexico with a degree in Modern and Classical Languages, Baca's passion for expression led her to develop a distinguished career in jewelry design. But what makes this showcase particularly special is her collaboration with her brother, Gustavo Victor Goler, an acclaimed santero and recipient of the Master Award for Lifetime Achievement.

"It gives me great joy to know that little bits of my inspiration will be worn and cherished by many, and hopefully passed on from generation to generation," Baca shares. This sentiment perfectly captures the essence of Spanish Market—art that lives with families, passing from one generation to the next, carrying stories and traditions forward through time.

The collaboration between the Goler siblings represents a powerful intersection of traditional New Mexican artistic heritage and contemporary vision, embodying the very spirit that has kept the Spanish Market vital for nearly a century.

What sets Traditional Spanish Market apart from other art fairs is its unwavering dedication to traditional materials, tools, techniques, and imagery. Here, you'll find artists who farm sheep, shear the wool, dye it with natural pigments derived from plants, and weave it on traditional looms. This commitment brings tradition to life while educating the public and preserving aspects of New Mexico's heritage that might otherwise be lost.

The market features 18 diverse categories originating from the 16th century, from Colcha Embroidery and Retablos to Tinwork and Unpainted Bultos. Many participating artists have been involved for over 30 years, with families spanning three to four generations actively reinforcing the tradition and legacy of Hispanic craftsmanship.

This convergence of Rivera, Ugalde, and Baca at Sorrel Sky Gallery during Spanish Market weekend offers something extraordinary—the chance to witness how contemporary artists honor tradition while fearlessly pushing boundaries. Each represents a different facet of the artistic spirit that has made the Southwest a beacon for creative expression.

"Robert, Roberto, and Maria represent the exceptional artistic talent and innovative spirit that define Sorrel Sky Gallery," notes Shanan Campbell, the gallery's owner. "As they create new works specifically for this show, anticipation builds amongst collectors and art enthusiasts. Witnessing the meaningful connections formed between these artists and the many collectors who've waited all year for this event is truly inspiring."

The celebration begins with an intimate artist reception on Friday, July 25, from 5-7:30 pm at Sorrel Sky Gallery's downtown location at 125 W. Palace Ave. On Saturday, July 26, from 10:00 am to 3:00 pm, art enthusiasts will have the rare opportunity to engage directly with all three artists as they share insights into their distinctive creative processes. Rivera will return on Sunday, July 27, during the same hours for those seeking deeper conversations about his four-decade journey with gourds.

This is more than an exhibition—it's a celebration of the living traditions that continue to evolve in the hands of master artists, each piece carrying forward the stories and heritage that make New Mexico's artistic landscape unlike anywhere else in the world.

Collectors are invited to preview available pieces and schedule private appointments by contacting Sorrel Sky Gallery at (505) 501-6555 or visiting SorrelSky.com.