Stars, Montoya bring back Noche Mexicana in celebration of Latino culture

Al Montoya isn't sitting back and letting fans find hockey on their own. Instead, in his new role as the Dallas Stars director of community outreach, he's bringing the game to them.

Specifically, to the Mexican American community in Dallas.
The former NHL goalie and Stars brought back Noche Mexicana, or Mexican Night, to celebrate the culture that so largely exists in Dallas. The event was held before and during the Stars' 4-3 win against the Los Angeles Kings at American Airlines Center on Wednesday.
"We want everyone to feel like there's a spot for them here with the Dallas Stars," Montoya, a veteran of nine NHL seasons, told NHL.com. "We're going to engage with our communities. We're going to bring hockey to you. We're showing people that there is a chance, whether you want to be a fan or a player, that hockey is here for you."
About 42% of the population in Dallas is Hispanic or Latino. Noche Mexicana, Montoya said, is a way to embrace that culture.
Put lightly, it should be a party.
There was a pregame tailgate at Party on PNC Plaza before puck drop. Monica Salvidar, a Mexican American singer who was named "Best New Female Artist" at the 2020 Tejano Music Awards, provided the tailgate tunes. She also sang the national anthem before the game.
The Stars also wore special warmups.
Mexico 2000 Ballet Folklorico headlined the in-arena entertainment. The Dallas-Fort Worth based dance team started in 1997 and has performed over 800 times for a variety of audiences.
"It was my dream to have the sights and sounds of our culture and everyone included," Montoya said. "The hockey game is the hook. I know it's the best game on earth. [The Stars] know it's the best game on earth. We just have to get people inside the stadium."
Montoya joined the Stars in September 2021. The position was created by club president and CEO Brad Alberts to grow the game of hockey among underrepresented fans, including Spanish-speakers and Latino communities.
This was not the first Noche Mexicana the Stars held, but was the first that Montoya helped plan and he knew exactly what Noche Mexicana needed.
"The Stars understood the importance of having that authentic representation to make Noche Mexicana authentic," he said.
That includes more than just the Mexican-American music groups, or even the unique Stars-branded quesadillas that were served at the tailgate by the local restaurant Tortas Insurgentes. Giving Montoya the authority to make these decisions shows young fans the diversity of the sport and positions to strive for.
Montoya believes there is room for exponential growth in the Stars fan base in Dallas' Latino communities, which is why he travels to schools within the Dallas Independent School District and introduces young students to all facets of the organization, not just the game.
"It allows us to start fresh and show these kids that the Dallas Stars are here, and we're not just here for a day to drop stuff off to your school, we're going to be consistent in your community," Montoya said. "At the end of the day, people just want an opportunity and hockey is there for everybody."
The Stars also organize youth hockey camps through their Camps and Clinics initiatives run by the Xtreme Team, a group of high-level, professional skills coaches certified through USA Hockey, specializing in player development and education.
"Growing up, there was no one that looked like me or had the last name like Montoya, Gonzalez or Diaz," Montoya said. "Now, this Dallas Xtreme Team is made up of players like that."
Montoya grew up playing hockey in Chicago and said having Latino hockey influences in his life would have helped him feel less like an outsider. From ages 8 to 12, he felt pressure to be the best on his line not because he loved the sport -- though he did -- but because he thought his physical appearance made him the easiest player to cut.
"These kids now will see representation because it really does matter," Montoya said. "You don't have to be a professional athlete, but you have to know that there's room for you in this game, whether that's on the ice or in the office."
The Stars hope young fans saw that on Wednesday, when communities collided and cultures were celebrated. For Montoya, there's just one thing left on the agenda.
"Now we just have to party," he said.