Puerto Vallarta, Mexico - 'Now or Never' is the response of artists who have a history of participating in exhibitions and projects in Puerto Vallarta and who recognize the need to change the cultural landscape of the city at this moment in time.

Puerto Vallarta itself is transforming: with changing demographics and surging urban development while, at the same time, trying to hold tightly to a small town image. The city stands on a precipice — it can move forward with a new vision: cultural, urban, financial, etc. — or it can stand still in the relative safety of its golden heyday. With various international events on the horizon, a decision may be forced in one direction or the other.

Taking into account a potential paradigm shift in the city — and by utilizing to a broader event like the PanAmerican Games — Now or Never hopes to open the dialogue about the need for a larger cultural agenda in a city that lacks proper public exhibition spaces and resources to host important international art projects.

Employing contemporary art practices of installation art, video, intervention, and land art, artists residing/living in Puerto Vallarta, Guadalajara, Mexico City, San Francisco and Los Angeles are creating works that essentially transform a vacant beach-front lot into an open-air exhibition space.

Curator: Pilar Perez

Participating Artists: Puerto Vallarta: Rodrigo Ballester, Davis Birks, Angel Delgado, Jorge Ramirez, Dan Cristhian Rios, Fernando Sanchez; Guadalajara: Monica Escutia, Rubén Mendez, Daniel Monroy, Claudia Rodriguez, Javier M. Rodriguez; Ciudad de Mexico: Eduardo Abaroa, Mauricio Rocha, Sofia Taboas; San Francisco: Hung Liu; Los Angeles: Ruben Ortiz Torres

Location: Between Hotel Villa Premiere and the new Panamerican Games Beach Volleyball Stadium (previously Hector's Sunset) with access from Playa Camarones and through the parking lot of the Volleyball Stadium, in front of the Puerto Vallarta Municipal Sports Stadium.

Exhibition Opening: October 15 from 6 pm to 10 pm with DJ Luis Echeverria

Schedule: October 15 to November 20, daily from 10 am to 1 pm and 4 pm to 8 pm

Special Hours: October 16-22: 10 am to 8 pm

For more information, contact Pilar Perez at r.pilar.perez(at)gmail.com.