
Luis Novoa, Executive Director
Executive Director
Luis is a multidisciplinary artist and muralist. A graduate of the University of Utah with a degree in Sociology and Multidisciplinary Design, Luis brings a unique vision that combines community, culture, and the transformative power of art.
Born in Los Angeles, California, and growing up in Salt Lake City, Luis’s creative journey has been profoundly influenced by the bold narratives of Mexican muralism, Chicano art, and street art. As a first-generation Mexican-American, he views public art as a powerful tool for driving change, inspiring pride, and fostering meaningful dialogue in our communities.
Over the past five years, Luis has worked as a muralist with the Roots Art Kollective, collaborating on impactful projects, including the Utah Museum of Fine Arts’ first mural exhibition: 2020: From Here On Out. His dedication to connecting art, history, and community continues as a committee member for the transformation of the Mesoamerican exhibit at UMFA, which is set to open in November 2025.
Sara Serratos, Program Director
Program Director
Sara is Program Director at Artes de México en Utah (AMU), where she represents the organization and leads the development, management, and expansion of its cultural and arts programming. Her role includes coordinating events, strengthening community relationships, and overseeing marketing, planning, public engagement, and community outreach initiatives.
Her work at AMU is informed by her practice as a community-engaged, interdisciplinary visual artist based in Utah. She brings an experimental artistic perspective shaped by her experience as a college-level art educator and curator within cultural institutions.
Sara holds an MFA in Photography and Digital Imaging from the University of Utah (2023) and a BFA in Interdisciplinary Art, earned with honors from the Escuela Nacional de Pintura, Escultura y Grabado “La Esmeralda” in Mexico City (2017). Her professional experience includes teaching at the University of Utah and Weber State University, where she introduces students to digital and analog photography, video-performance, 3D techniques, and fabrication processes. She also brings her curatorial and educational vision from her work as Director of Exhibitions and Education at the Bountiful Davis Art Center (BDAC).
In addition to her academic and curatorial work, Sara was awarded an Artist in Residence at the Utah Museum of Contemporary Art (UMOCA) for 2024–2025 and received the Assemblage Art Fund from UMOCA and the Andy Warhol Foundation for her project Mexican Restaurants in Salt Lake County (2025–2026).
Vicky Lowe, Program Director for Born from Corn
Project Manager
Vicky is originally from Chiapas, Mexico. She moved to Salt Lake City, Utah in 2003 and earned her BA in Spanish and a minor in Latin American Studies from the University of Utah. She has a Master's in “Advanced Studies in Hispanic and Latin American Literature” from the University of Barcelona.
Her development as a visual artist has been for the most part self-taught. Artistic expression in its various forms has always been a part of her life ss the daughter of a Tseltal Maya mother and her father’s archaeological background. She has experienced various aspects of ancient and living Maya traditions. Her maternal grandparents were her first guides in using art as a tool for the preservation of ancestral knowledge and culture.
Aside from being a full time teacher and artist, she is the Project Manager of the project “Born from Corn” which focuses on sharing with educators and community members the importance and relationship between culture, nature and sustainability through an Indigenous lens. Her art and community work focuses on continuing ancestral stories and knowledge and on the relationship between food and social justice. She pays special attention to how the diaspora changes accessibility to our ancestral foods and the importance of preserving the cultural memories and practices that migrate with us.
Jorge Rodriguez, Artist & Educator
Board Chair
Jorge Rodriguez is an artist, public school teacher (Art and English) and radio host. Jorge is a graduate of Utah Valley University with a BFA in Visual Arts and Communication. He has turned his passion for the Latino community into Park City, Utah’s only radio show in Spanish, Cada Domingo, on a public radio station, KPCW. (Park City is a wealthy ski community with a large population of Latino workers, most of Mexican origin.) His show is one of the few radio shows in Spanish in Utah that delve deeply into cultural, as well as social and political issues affecting the Latino community. Jorge has been a key player in joining community organizations in Park City to promote the appreciation of Latino cultures and the contributions of Latinos to the area.
Gloria Gonzalez - Cook
Vice-Chair
Gloria Gonzalez-Cook has been a member of the Board of Directors of Artes de Mexico en Utah since 2018. During her time with Artes she has helped give educational classes to students in local schools explaining how Mexican Art depicts and reflects the history of Mexico. These classes have also helped to educate students concerning the history of Mexico and that its Hispanic culture has long influenced so much of what is now the Southwestern United States. Gloria is also the outgoing president of the Genealogical Society of Hispanic America-Utah Chapter, holding the office from 2022-2024. Her association with the GSHA-Utah has afforded her the opportunity to participate in events sponsored by the Utah Historical Society including the “Revisiting the Peoples of Utah Project”.
Gloria’s interest in the history and cultures of Hispanic People grew out of a childhood listening to her maternal Mexican grandmother and Mexican father recounting their experiences growing up in Mexico before and during the Mexican Revolution which began in 1910. Along with her mother’s accounts of growing up as a Mexican American child in a small city in the American West, were the dinner table conversations and the backdrop to Gloria’s childhood. As an only child these three adults were the companions and instructors of her young life.
Gloria’s childhood took place in Salt Lake City, Utah where she attended local public schools graduating from West High School and the University of Utah with a BA in Anthropology in 1976. Later Gloria accompanied her husband to New York City, where he worked as an actor, in the Off-Off Broadway Community for several years. During the years she lived in New York City, Gloria met and worked with people from different Hispanic traditions, who’s families originated in countries such as Puerto Rico, Cuba, the Dominican Republic and Central and South America. Meeting these people was a glimpse for someone who had only known Hispanics from Mexico and the Southwestern United States, into the cultures and traditions of people from different parts of Latin America.
Gloria’s interest in Artes de Mexico en Utah continues to be in assisting to find avenues to giving those Hispanic children, who like herself once, growing up in the United States, a better understanding of the cultural and historical heritage they represent and carry.
Evelin Basten
Secretary
Evelin is a Mexican attorney and community leader whose career bridges public speaking, social impact, and financial services. She holds a Law degree from the Autonomous University of the State of Mexico and has spent more than 15 years developing strong communication, leadership, and analytical skills that have allowed her to excel in both the legal and financial sectors. She is currently pursuing an MBA at Wilmington University, expanding her executive and strategic expertise.
A trailblazer in public speaking, Evelin is the first and only woman to win the National Oratory and Political Debate Competition “Dr. Belisario Domínguez Palencia.” She has been a finalist and champion in numerous national and international competitions, building a reputation for clarity, conviction, and thoughtful civic engagement.
Her commitment to social impact runs deep. Evelin has served as State Delegate for Diálogos A.C., State Subdelegate for World Peace Builders, and Secretary of Culture for México Nuevo A.C. She has collaborated on global equality campaigns such as #Planet5050 and #HeForShe, and was selected as a Young Leader for UN Women with Youth, representing Mexico at the United Nations Commission on the Status of Women (CSW61) in New York.
Since relocating to the United States in 2022, Evelin has built a solid career in the financial sector, bringing her community‑centered perspective to her professional work.
In 2024, she joined the Board of Directors of Artes de México en Utah, where she contributes to the promotion and preservation of Mexican culture in the state. That same year, she became coordinator of the Spanish‑language book club “Amigos y Libros,” a community space dedicated to expanding access to literature, encouraging dialogue, and strengthening cultural identity among Hispanic families.
Evelin’s profile brings together critical thinking, exceptional communication, professional ethics, and a deep vocation for service. Her work is guided by a commitment to financial well‑being, social leadership, and the empowerment of the Latino community.
Estefanya Yuri Jenson, Chair of the Wasatch Latino Coalition
Treasurer
Yuri Jenson is a community leader, educator, and bridge-builder connecting families, schools, organizations, and the community. A resident of Wasatch County, Utah, she has dedicated her career to strengthening family well-being through education, leadership, and community collaboration.
Originally from Mexico, she understands firsthand the challenges immigrant families face when adapting to a new country. She is passionate about connecting people—especially immigrant, refugee, and multilingual families—with resources, opportunities, and services that enable them to thrive and fully participate in their communities.
Throughout her career, she has collaborated with schools, government agencies, non-profits, and public and private sector institutions to design, coordinate, and drive programs focused on education, family leadership, community development, and cultural and recreational activities that foster inclusion, a sense of belonging, and family empowerment.
As a board member of Artes de México en Utah, Yuri firmly believes that art and culture have the power to unite people, preserve our roots, and build bridges between diverse communities. She is committed to creating spaces where everyone feels valued, represented, and proud of their identity.
Lourdes Cooke, Retired Media Executive
Board Member
Lourdes Cooke has been a dedicated board member of Artes de México en Utah since its inception, championing multiculturalism and the celebration of Mexican culture in Utah. Originally from Mexico City, she moved to Utah in 1977 and built a distinguished career at KSL Radio and Television, serving as Vice President of Human Resources and Outreach Representative.
Her passion for community service extends beyond Artes de México en Utah, with leadership roles on the boards of Guadalupe School and the Governor’s Health Commission. She has also played a key role in FilMéxico, a collaborative film project that highlights the diverse stories of Mexico.
Now retired, Lourdes continues to be an active force in the organization, fostering collaborations with universities, museums, and artists. She remains deeply committed to exploring and sharing Mexico’s rich cultural heritage and its historical ties to Utah.
Brandy Farmer, Centro Cívico Mexicano (CCM) President
Board Member
Brandy is a respected leader in Utah for domestic violence prevention, crafting tailored education for faith leaders, law enforcement, healthcare providers, journalists, and professionals. With 2,000 volunteers, she educated a quarter of Utah's population on domestic violence dynamics and resources, including dating violence prevention in schools. Selected by Western Community Policing and the Federal Law Enforcement Training Center, she authored law enforcement curriculum covering 8 states. Over 20 years, Brandy advocated for domestic violence funding and legislation, notably adding dating violence to the Violence Against Women Act. As chair of the State Domestic Violence Council, she spearheads diversity initiatives and authored the Domestic Violence Related Death Report. Brandy excels in motivating professionals and community groups to understand victims' perspectives and provides public speaking and writing expertise.
Elsa Lavín, Community Leader
Board Member
Elsa Lavín is a community leader, cultural program developer, and entrepreneur committed to strengthening representation, access, and belonging for Latino families in Utah.
Originally from Mexico, Elsa brings an international perspective shaped by her academic, personal, and professional experiences in Mexico, Argentina, Australia, Costa Rica, and the United States. She holds a bachelor’s degree in Public Accounting from Universidad de Monterrey, as well as an MBA and a master’s degree in International Tourism and Hospitality Management completed in Australia. She also earned a Certificate of Completion in Leadership Principles from Harvard Business School Online, strengthening her approach to leadership, collaboration, and high-performing teams.
Her professional background spans nonprofit outreach, event coordination, bilingual engagement, marketing, and small-business development. She currently works with Youth Sports Alliance, a nonprofit organization that connects young people with sports, recreation, and enrichment opportunities, and has also accepted a position with the Park City School District. Through these roles, she helps children and families access inclusive, educational, recreational, and culturally responsive opportunities.
Elsa has created and led programs and events that celebrate language, traditions, food, art, and the diverse cultures of Latin America. She is also the founder of Lavine Spanish Hub, a platform designed to provide engaging educational and cultural experiences for children and families.
Her entrepreneurial work reflects her creativity, attention to detail, and ability to transform ideas into meaningful experiences. She turned her passion for photography into a professional venture specializing in newborn and children’s photography. More recently, she expanded her creative work into balloon décor and event styling as a balloon artist.
Elsa believes culture can be a powerful tool for connection, education, and social impact. As a mother raising her children outside of México, she is deeply committed to preserving and sharing Mexican traditions, helping her children strengthen their cultural identity, and creating opportunities for other families to remain connected to their heritage.
She recently joined the Board of Directors of Artes de México en Utah, where she serves as Marketing Committee Chair. In this role, Elsa is passionate about strengthening Latino representation, promoting Mexican arts and culture, expanding the organization’s reach, and creating welcoming spaces where people can learn, connect, and belong.
Edgar Gomez
Advisory Board Member
Photographer/Curator
Jorge Rojas
Advisory Board Member
Artist, Educator, Curator
Susan Voguel
Advisory Board Member
Independent Scholar
