The party kicks off Saturday with a concert by Tijuana native Julieta Venegas, who will perform material from her latest album, “Otra Cosa,” which went on sale in March.

But perhaps the concert that will draw the biggest crowd will be Banda El Recodo, which takes the stage on May 8.

There will also be pop singers and groups like Reik (May 15), and tropical acts, like salsero Elvis Crespo (May 23).

Admission to the concerts at Shamu Stadium will be through a wristband that visitors to the park can get starting at 9 a.m., one per person, on a first-come first-serve basis at the park’s Sea Port Marketplace.

Visitors can enjoy all the concerts in the festival with the purchase of a Fun Card, which, for the price of a regular admission of $69 for adults and $59 for children, allows unlimited return visits to the park the rest of the year.

The essence of Mexico will be on display throughout the park. Starting at the entrance, visitors will be able to enjoy special performances by talented local artists, including folk dance groups, norteño bands from the region and salsa dancers.

During the day, Latino flavor will extend to the palate, thanks to a variety of Mexican specialties: roasted corn, carne asada tacos and sliced fruit cups.

Latino culture and arts and crafts will be present in the rope tricks of Mexican charros and demonstrations of fruit carving. A “Fireworks Fiesta” will conclude each night of the festival.

SeaWorld San Diego held the first Festival Viva la Música last year, featuring artists like Los Tigres del Norte.

“SeaWorld has a long tradition of offering Latino-themed programs throughout the years,” says general manager Andy Fichthorn. “Hispanic culture is an important part of San Diego, and that’s why we’re excited to offer something our visitors know and appreciate.”

During the festival’s one-month run in 2009, 30 percent to 40 percent of the visitors to SeaWorld San Diego came to see the concerts, says Mariana García, the park’s marketing representative.

“We’re really very excited, very happy to see so many Latino visitors in the park,” she says. “It’s a lot of fun to see that the community is very interested in the event and the concerts.”

For radio announcer Milton “El Jarocho” Andrade — from La Nueva 106.5 FM, the local Univision Radio that will transmit the festival live — “SeaWorld is making a huge gift to the Latino community” with the festival.