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About Us
The Fiesta SATX Short Film Festival is brought to you by Kwáyar Consulting and the Lift Latinhearts Production Fund, (a 501c3 nonprofit) to provide indie filmmakers opportunities to take their projects to the next level. The film festival is part of a strategic plan to establish a foundation to create jobs and establish a full-time year-round viable production industry in Texas for todays and future generations..
Our film festival promises to be like no other as its focus is to help promising film professionals create jobs in an ever growing industry.
Meet Our Festival Committee
Rick Cuéllar
Rick Cuéllar is a producer, business strategist, franchise creator, and entrepreneur whose career spans international business consulting, entertainment, and cultural development. Known for combining executive strategy with creative vision, he builds entertainment ventures that generate long-term cultural, economic, and community impact.
A graduate of the University of the Incarnate Word with degrees in International Business and Human Relations, Cuéllar built his career in strategic planning and implementation with global organizations, including AT&T in the United States and Monterrey, Mexico; Shandong Electric Power Company in Jinan, People's Republic of China; and Telefónica de Argentina in Buenos Aires, Argentina. He has also advised numerous small businesses throughout the United States. Working across North America, South America, and Asia shaped his global perspective and reinforced his belief that innovation, strategic planning, and strong leadership are universal drivers of success.
Recognized as an early streaming-era pioneer, Cuéllar applied that same strategic mindset to the entertainment industry, developing serialized dramatic content for digital-first distribution before streaming became the dominant force in global entertainment. Today, he specializes in creating franchise-ready intellectual property designed to expand across film, television, music, live entertainment, merchandising, publishing, and emerging technologies.
He is the founder of Kwáyar Consulting, where he continues to merge business strategy with creative development, building sustainable brands, audience engagement strategies, and long-term growth initiatives through storytelling and innovation.
Cuéllar is the founder, executive producer and director of the Fiesta SATX Film & Music Festival, now entering its fourth year. He led the successful effort to secure the festival's designation as an official Fiesta San Antonio event following approval by the Fiesta San Antonio Commission. The festival showcases independent creators while identifying projects with franchise and series potential, serving as a platform to connect emerging talent with industry opportunities. It is one component of Cuéllar's broader vision to position San Antonio as a global center for streaming, television, and film production by cultivating today’s and the next generation of storytellers.
His nonprofit leadership includes founding the Lift Latinhearts Production Fund, a 501(c)(3) organization dedicated to preparing future filmmakers and content creators through education, mentorship, workforce development, and hands-on production experience. The organization's mission is to ensure that creative talent has a sustainable pathway into the entertainment industry in Texas.
Cuéllar has been recognized at the Texas State Capitol for his contributions to cultural development and creative industry innovation. He is also leading the development of the Latinhearts Walk of Fame, a landmark cultural destination designed to honor Americans of Latino descent and Texans whose accomplishments have brought distinction and positive recognition in entertainment and other fields on the national and international stage, while inspiring future generations to pursue excellence.
Whether advising global corporations, producing entertainment, launching nonprofit initiatives, or developing worldwide franchises, Cuéllar approaches every endeavor with the mindset of both a businessman and a storyteller. His guiding philosophy is that the most successful creative ventures are built on the same foundation as the most successful businesses: vision, strategy, execution, and the ability to create lasting value for generations to come.
A graduate of the University of the Incarnate Word with degrees in International Business and Human Relations, Cuéllar built his career in strategic planning and implementation with global organizations, including AT&T in the United States and Monterrey, Mexico; Shandong Electric Power Company in Jinan, People's Republic of China; and Telefónica de Argentina in Buenos Aires, Argentina. He has also advised numerous small businesses throughout the United States. Working across North America, South America, and Asia shaped his global perspective and reinforced his belief that innovation, strategic planning, and strong leadership are universal drivers of success.
Recognized as an early streaming-era pioneer, Cuéllar applied that same strategic mindset to the entertainment industry, developing serialized dramatic content for digital-first distribution before streaming became the dominant force in global entertainment. Today, he specializes in creating franchise-ready intellectual property designed to expand across film, television, music, live entertainment, merchandising, publishing, and emerging technologies.
He is the founder of Kwáyar Consulting, where he continues to merge business strategy with creative development, building sustainable brands, audience engagement strategies, and long-term growth initiatives through storytelling and innovation.
Cuéllar is the founder, executive producer and director of the Fiesta SATX Film & Music Festival, now entering its fourth year. He led the successful effort to secure the festival's designation as an official Fiesta San Antonio event following approval by the Fiesta San Antonio Commission. The festival showcases independent creators while identifying projects with franchise and series potential, serving as a platform to connect emerging talent with industry opportunities. It is one component of Cuéllar's broader vision to position San Antonio as a global center for streaming, television, and film production by cultivating today’s and the next generation of storytellers.
His nonprofit leadership includes founding the Lift Latinhearts Production Fund, a 501(c)(3) organization dedicated to preparing future filmmakers and content creators through education, mentorship, workforce development, and hands-on production experience. The organization's mission is to ensure that creative talent has a sustainable pathway into the entertainment industry in Texas.
Cuéllar has been recognized at the Texas State Capitol for his contributions to cultural development and creative industry innovation. He is also leading the development of the Latinhearts Walk of Fame, a landmark cultural destination designed to honor Americans of Latino descent and Texans whose accomplishments have brought distinction and positive recognition in entertainment and other fields on the national and international stage, while inspiring future generations to pursue excellence.
Whether advising global corporations, producing entertainment, launching nonprofit initiatives, or developing worldwide franchises, Cuéllar approaches every endeavor with the mindset of both a businessman and a storyteller. His guiding philosophy is that the most successful creative ventures are built on the same foundation as the most successful businesses: vision, strategy, execution, and the ability to create lasting value for generations to come.
Cynthia Garcia
Cynthia a co-founder and current President of the Lift Latinhearts Production Fund, bringing a wealth of experience to her role. She specializes in strategic planning for corporate leadership teams and has extensive expertise in areas such as Project and Salesforce Management, Public Speaking, Compliance, Event Planning, Labor Relations, Data Networking, Marketing, Fundraising, Business Development, Data Analysis, Process Improvement, and Community and Government Relations. Cynthia was elected and is currently serving as the the Democratic Party Precinct 1 Chair.
Sylvia Rincon
Rincon Suarez PR
Sylvia Rincon Suarez, CEO of Rincon Suarez PR, recently founded her communications firm, building on over 27 years of experience in crisis communication and school public relations.
Sylvia is currently serving small and rural school districts. She specializes in helping schools comply with all mandated policies from crisis communications to open records, marketing and advertising. She serves as the Executive Director for the Southside ISD Education Foundation (SEF), having previously held dual roles as the Director of Communications and Marketing and Executive Director of SEF. For nearly 11 years, she has proudly supported the students and families of Southside ISD. Upon her arrival, Sylvia established and expanded the district’s first Department of Communications and Marketing, creating new roles such as Public Relations and Community Engagement Officer, as well as a webmaster to enhance media initiatives.
Under her leadership, SISD has successfully hosted community and PR events, including Summer Movie Nights and the Wellness Extravaganza, while implementing marketing strategies that have built a brand of excellence in education. Since revamping the Southside ISD Education Foundation in 2015, Sylvia has collaborated with a steering committee to raise over $1.5 million in ten years, funding teacher innovation grants, district programs, and student scholarships.
Before her entry into education, Sylvia was a veteran TV and radio broadcast journalist, dedicating nearly two decades to reporting stories across Washington D.C., Phoenix, AZ, and much of South, Central, and Eastern Texas. A passionate advocate for truthful storytelling, she covered significant events, including the 2013 Presidential Inauguration, the 2008 Presidential Primaries, and hurricanes Katrina and Ike. Her expertise in crisis reporting led to rigorous training with local law enforcement and military personnel in Texas and Arizona. In the newsroom, she also produced regular segments such as “Staying Healthy San Antonio” and “Behind the Badge,” and served as a morning news anchor.
In addition to her educational and journalistic pursuits, Sylvia actively volunteers with organizations such as the South & Central Texas Epilepsy Foundation and San Juan Capistrano. She continues to engage with the journalism community as a participant on industry panels and a media and political analyst for various groups across Texas. Sylvia has also served on the board of directors for the South San Antonio Chamber (now South Texas Business Partners) and holds the designation of Honorary Commander for the 502 Joint Base San Antonio Air Force Training Wing. Her work at Southside ISD has been recognized with eight professional awards from the Texas School Public Relations Association in 2022 and 2024-2025.
Born and raised in San Antonio, Sylvia is a graduate of the University of the Incarnate Word, the Washington Center at Georgetown University in Washington D.C., and the Poynter Institute for Journalism in St. Petersburg, FL. Additionally, she holds a Master’s Degree in Government (Policy) from the Harvard Extension School.
Sylvia is an avid movie watcher, and loves all Sports, especially her San Antonio Spurs and Dallas Cowboys."
https://www.rinconsuarezpr.com/about#:~:text=Our%20Founder,and%20Dallas%20Cowboys.
Sylvia is currently serving small and rural school districts. She specializes in helping schools comply with all mandated policies from crisis communications to open records, marketing and advertising. She serves as the Executive Director for the Southside ISD Education Foundation (SEF), having previously held dual roles as the Director of Communications and Marketing and Executive Director of SEF. For nearly 11 years, she has proudly supported the students and families of Southside ISD. Upon her arrival, Sylvia established and expanded the district’s first Department of Communications and Marketing, creating new roles such as Public Relations and Community Engagement Officer, as well as a webmaster to enhance media initiatives.
Under her leadership, SISD has successfully hosted community and PR events, including Summer Movie Nights and the Wellness Extravaganza, while implementing marketing strategies that have built a brand of excellence in education. Since revamping the Southside ISD Education Foundation in 2015, Sylvia has collaborated with a steering committee to raise over $1.5 million in ten years, funding teacher innovation grants, district programs, and student scholarships.
Before her entry into education, Sylvia was a veteran TV and radio broadcast journalist, dedicating nearly two decades to reporting stories across Washington D.C., Phoenix, AZ, and much of South, Central, and Eastern Texas. A passionate advocate for truthful storytelling, she covered significant events, including the 2013 Presidential Inauguration, the 2008 Presidential Primaries, and hurricanes Katrina and Ike. Her expertise in crisis reporting led to rigorous training with local law enforcement and military personnel in Texas and Arizona. In the newsroom, she also produced regular segments such as “Staying Healthy San Antonio” and “Behind the Badge,” and served as a morning news anchor.
In addition to her educational and journalistic pursuits, Sylvia actively volunteers with organizations such as the South & Central Texas Epilepsy Foundation and San Juan Capistrano. She continues to engage with the journalism community as a participant on industry panels and a media and political analyst for various groups across Texas. Sylvia has also served on the board of directors for the South San Antonio Chamber (now South Texas Business Partners) and holds the designation of Honorary Commander for the 502 Joint Base San Antonio Air Force Training Wing. Her work at Southside ISD has been recognized with eight professional awards from the Texas School Public Relations Association in 2022 and 2024-2025.
Born and raised in San Antonio, Sylvia is a graduate of the University of the Incarnate Word, the Washington Center at Georgetown University in Washington D.C., and the Poynter Institute for Journalism in St. Petersburg, FL. Additionally, she holds a Master’s Degree in Government (Policy) from the Harvard Extension School.
Sylvia is an avid movie watcher, and loves all Sports, especially her San Antonio Spurs and Dallas Cowboys."
https://www.rinconsuarezpr.com/about#:~:text=Our%20Founder,and%20Dallas%20Cowboys.
James Borrego
Victorya Kindla
Victorya “Tory” Kindla is an artist who comes alive in all areas of performance. From dancing and singing, to acting, Tory has loved to entertain from a very young age. Tory started performing publicly at the age of 10, which often consisted of singing for the locals and tourists who’d flood downtown San Antonio. She is a proud Chicana, who’s been singing a variety of music for more than two decades. Tory graduated with a Bachelors degree from an acting conservatory in Northern California, where she studied voice, film and theatre, and has been a part of multiple productions. She’s worked with 100A Productions, Magik Theatre, and is an alumna of the Network for Young Artists (NYA). She is the proud lead vocalist & front-woman for the San Antonio variety cover band ‘Jackie Not Marilyn’.
Joshua Kindla
Joshua Kindla is a musician and product designer who thrives at the intersection of sound and experience. Whether performing live with his band or crafting digital products, he focuses on creating moments that connect with people. Based in San Antonio, his work spans live music, UX/UI design, and modern web development, where he builds responsive websites, interactive platforms, and user-centered digital experiences. With a strong foundation in front-end development and product thinking, he enjoys bringing ideas to life through clean design, thoughtful functionality, and scalable technology—bridging the gap between artists, audiences, and the digital world.
Don Yeaton
Don Yeaton brings a lifetime of service, leadership, and community involvement to his work. A retired police officer with over 20 years of experience, Don has dedicated much of his career to supporting individuals in high-need and high-risk environments.
Following his law enforcement career, he served for six years as a Night Supervisor at the Los Angeles Suicide Prevention Center, where he provided critical support during crisis situations. He also worked for seven years as a hospital admissions coordinator in a Level 14 locked psychiatric setting, assisting seriously and severely mentally ill patients requiring intensive, one-on-one supervision. Additionally, he contributed his expertise at San Antonio State Hospital.
Don remains deeply engaged in his community through active membership and leadership roles. He is affiliated with the Texas Association for College Admission Counseling and the San Antonio Volunteer Administrators (SAVA). He has served as Volunteer Services Chairman for Rotary District 5840, overseeing 55 clubs across Texas, and as President of the San Antonio Northwest Rotary Club. He also chaired the Southtown Business Association and maintains involvement in several other San Antonio organizations.
His career reflects a strong commitment to public service, mental health advocacy, and community leadership.
Following his law enforcement career, he served for six years as a Night Supervisor at the Los Angeles Suicide Prevention Center, where he provided critical support during crisis situations. He also worked for seven years as a hospital admissions coordinator in a Level 14 locked psychiatric setting, assisting seriously and severely mentally ill patients requiring intensive, one-on-one supervision. Additionally, he contributed his expertise at San Antonio State Hospital.
Don remains deeply engaged in his community through active membership and leadership roles. He is affiliated with the Texas Association for College Admission Counseling and the San Antonio Volunteer Administrators (SAVA). He has served as Volunteer Services Chairman for Rotary District 5840, overseeing 55 clubs across Texas, and as President of the San Antonio Northwest Rotary Club. He also chaired the Southtown Business Association and maintains involvement in several other San Antonio organizations.
His career reflects a strong commitment to public service, mental health advocacy, and community leadership.
Kevin Esparza
Kevin started his photography career in college taking numerous classes and seminars. He then worked professionally as a studio photographer and as an instructor for Alamo College District. His photography has taken him to many locations around the world in addition to winning numerous awards in photography. His work has also been featured in various publications and has opened opportunities that many people never get to experience.
Rick Cuéllar
Founder / Chairman
Cynthia Garcia
Lift Latinhearts Production Fund
President
Jessica Costales
Director Corporate Outreach
Sylvia Rincon
Director Public Relations
Rincon Suarez PR
Don Yeaton
Director Volunteer Recruitment
James Borrego
Director Student Relations
Johnny Melendez
Director Vendor Recruitment
Joshua Kindla
Director Web Design
Vicrtorya Kindla
Director of Band Programming
Patricia Robinson
Director Royal Delegates
Lift Latinhearts Board Member
Kevin Esparza
Director of History Preservation
Brandy Lopez
Director Community Relations
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