Since his teens, Rene Contreras has kept his finger on the pulse of rising Latin artists coming up in Southern California and beyond.

From being a promoter for local bands to taking part in the DIY backyard scene growing up in Pomona, he felt that he was on to something. Contreras’ natural instinct of knowing which artists might become the next big indie superstar would later manifest as the all-ages music festival, Viva! Pomona.

Now in its 10th year, the event is seen as an essential stop to catch up-and-coming artists who have later graduated to stages at the annual Coachella Valley Music & Arts Festival in Indio and others throughout California. To mark its decade anniversary, the two-day fest is returning to its home at The Glasshouse in Pomona Dec. 17-18.

Saturday’s line up will be led by DannyLux, Latin Grammy award-winning artist Maye, Quitapenas, Lava Love, Michi, Policias Y Ladrones, Stolen Nova and more. Sunday will see a headlining set by Enjoy with acts such as Julie, Margaritas Podridas, Lealani, The High Curbs, Mexican Slum Rats, The Tissues, Fashion Club, La Texana, Lagrimas, Futura, Sept and a few others.

“It’s incredible to know that ten years later, music and the mission behind Viva has evolved, especially with how many artists have played some of their first shows here with us, some of which had just started out,” Contreras shared during a recent video call. “I think we’ve managed to keep our fingers on the pulse while still keeping it obtainable for anyone looking to find upcoming music. For me, this year’s Viva symbolizes a decade of continuing the work.”

Artists that have gone on to find success — like Eyedress, Chicano Batman, Cuco, The Marías, Omar Apollo, Remi Wolf, Surf Curse and The Linda Lindas — all cut their teeth early on at Viva! Pomona. While he could have easily called upon former performers to commemorate the 10th anniversary, Contreras said the intent this year was to continue to produce a fresh and vibrant lineup that highlights some of the most highly-anticipated upcoming Latin indie acts.

Including as many Latin artists as possible has always been a deliberate choice, and this year he’s bringing in a new class of artistry from Mexico to play some of their first area gigs at the festival, too.

“I always strive to make the lineup 50-50,” he said. “So half is Spanish-speaking music, and the other is English. Living in Southern California, at least for me, I grew up speaking Spanish with my parents and going to school or work and speaking English. There’s a big culture of Spanglish in Southern California, and I don’t think personally that there’s a festival in at least the region that has it balanced.”

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Keeping the festival rooted in Pomona is vital, Contreras insists. Symbolically, at least for him, the festival pays homage to underground sounds at backyard shows and the scenes in Inland Empire and beyond that flourish in the suburbs. It has grown adequately enough that it now shuts down a chunk of downtown Pomona with two outdoor stages with The Glasshouse serving as its base. He recognizes how crucial festivals like Viva! are, both for the up-and-coming artists and the young music fans in the area.

“I think it’s really important that something like this exists,” he said. “Because growing up, you don’t really have many options to get to Los Angeles or anywhere else for that matter. This is huge for a lot of the younger folks as well, and we always keep that in mind.”

A key component of the festival is to ensure it’s accessible and affordable for all ages. With new artists and fans raising the profile of Viva! as the years have passed, Contreras knows that to build a home, you have to lay a foundation of trust, which is why he’s tried to keep ticket prices as reasonable as possible.

At its inception, tickets started at just $12. And this year, even with the increase in costs of just about everything, the price is $30 per day and $50 for a two-day pass.

Looking ahead, Contreras warmly expressed that Viva! will never leave the city where it originally took flight, yet the Latin promoter knows there’s a possibility that it could branch out to Los Angeles and other cities as well as it continues to grow.

“Being able to bridge the gaps in other areas would be great,” he shares with a grin. “But the future is uncertain and one thing is for sure … regardless of any other projects that may pop up, Viva! Pomona will always be here.”

Viva! Pomona

When: Saturday, Dec. 17- Sunday, Dec. 18

Where: The Glasshouse, 200 W. 2nd Street, Pomona

Tickets: $30 in advance; $35 at the door; $50 for a two-day pass at theglasshouse.us.