JACKSONVILLE, Fla. – Duval County is home to one of the largest Hispanic and Latino populations in North Florida, but resources for this growing community have not always been readily available.
However, there is one woman who has been making waves in the Hispanic community for more than a decade.
Her name is Yanira “Yaya” Cardona, and she’s been the driving force behind many initiatives for the Hispanic and Latino community as the Hispanic Outreach Coordinator for the City of Jacksonville — the first position of its kind.
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But Cardona’s journey began years ago.
The self-proclaimed Navy brat was born in Long Beach California, and has lived in Panama, Virginia, Puerto Rico and Florida.
The Sandlewood High School graduate began singing with a Latin band and performing around the city.
The owner of the only Spanish radio station in the city, at the time, gave her a job. The show was called “The Hangovers” from 6 a.m. to 10 a.m. on the weekends.
“Oftentimes I would sleep at the radio station so I could be up at 5 a.m. to start and getting ready for the morning show,” Cardona said.
The Full Sail University graduate mastered sound engineering and music business. She also helped open two radio stations, one bilingual and the other reggaeton.
In 2017, she took a break from her career, her grandmother passed away and Hurricane Maria devastated the community.
While sitting with no electricity, she had a talk with God.
“I asked God, what is it that you want from me?” Cardona said. “I am your vessel, so use me in the way you want to.”
A mentor inspired her to start her own production company, Yaya Productions, and her event, “Viva La Fiesta,” began in 2018 at The Landing.
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Every year, there are performers from Spanish-speaking countries all over the world who perform right here in the Bold City.
“Viva La Fiesta is to celebrate the different cultures from all Latin American countries and to unite us all,” Cardona said.
Her reach in the Hispanic community led her to her role as the Hispanic outreach coordinator for the City of Jacksonville.
“It’s exciting to see the growth that is happening here in Jacksonville. The Hispanic population is the fastest-growing population in Jacksonville,” Cardona said.
Before Cardona, Betsy Santiago had a similar role under Mayor Brown’s administration. However, this is the first official title in the city’s history.
If you have ever met Cardona, she has a bright smile and she’s always full of joy, fueled by an appreciation for life.
“Everybody always ask me why I am always happy and the thing is I grew up with my cousin Melissa who had brain tumors since the age of 4 and she passed at 13, and I grew up playing with kids in the hospital and having to go to their funeral the next day. So from a very young age, I have learned to value and appreciate life.
Cardona also translates on behalf of the mayor for Spanish-speaking residents during emergencies and events, and she is the driving force behind ideas like Unidos Jax Dinner and small business projects.
She knows the Hispanic community is growing, as people move from Miami, Tampa and Orlando.
Cardona has always been the planner and the life of the party, and she is now for the community.
“I like to look at the glass half full not half empty, and when you look at the glass half full and not half empty, I promise you life will be a lot sweeter,” Cardona said.