1974 Tijuana Bullfight Season Promo Program Plaza Monumental & El Toreo Map For Sale

This is a vintage promotional program or substantial flyer for the 1974 bullfighting season in Tijuana, Mexico, issued by the World Famous Mexico Empresarios. The piece promotes two distinct venues: Plaza Monumental, nicknamed “The Bullring By the Sea,” and El Toreo, referred to as the “Downtown Bullring.” The cover features a lively, festive design with a smiling woman in traditional Mexican attire, including a large red sombrero with gold embellishments and a green and dark blue dress with intricate gold embroidery, set against a tri-color background of peach, sand, and pink. The title “BULLFIGHTS” is rendered in large, bold, multicolored outlined letters, with the location “TIJUANA, MEXICO” and “SEASON 1974” prominently displayed.The interior panels provide extensive practical information for prospective attendees. One panel features an advertisement for Superior Beer, depicting a blonde woman in a bullfighter’s jacket holding a bottle and red flowers, with the tagline “At the Bullfights, the blonde that everyone loves is golden Superior Beer!” A simplified map illustrates the locations of the bullrings relative to the U.S. border and downtown Tijuana, emphasizing that both venues are “Just minutes from the border and Hotels and Motels Downtown.” Another panel includes a detailed bullfight calendar for April through September 1974, with a legend indicating that the dark red dots mark the “Teenage Bullfighters Season” and orange dots denote the “Professional Bullfighters Season.” The calendar is flanked by a large stylized bull’s head on one side and a matador in a traditional “traje de luces” on the other. Ticket and reservation information lists agencies in Los Angeles, including Murray’s Tours and the Disneyland Hotel, the U.S. Grant Hotel Travel Agency in San Diego, and the Caesar Hotel Lobby in Tijuana, complete with period phone numbers. The text notes that children under twelve could enter at half price, and the piece is marked “Impreso en México” and “Printed in Mexico.” The item shows signs of folding and minor handling wear consistent with a vintage paper program, but the colors remain vibrant and the text is largely legible, making it a compelling artifact of cross-border tourism and the promotion of tauromachy in the mid-1970s.