In a recent interview, Serrano expressed his enthusiasm and humility regarding the honor of heralding his city's festivities, calling it a blessing. Unlike many heralds who focus on personal experiences, his speech will chronologically explore the celebrations, detailing the meaning and experience of each event.
For Serrano, the May Festivities are an integral part of his life, having been involved with 'peñas' since birth. He underscores how these celebrations strengthen friendships and the joy of street festivities. He fondly recalls the pilgrimages, such as that of Santo Domingo, and the Fair, where his 'peña', Amigos de las Matildes, has been present since his childhood.
“"The 'peñas' will never die in Córdoba because everyone has a group of friends. It doesn't matter if they sing flamenco or go hiking."
The Amigos de las Matildes 'peña', founded in 1976 by his father and Telefónica colleagues, is described by Serrano as more of a family than an association. While acknowledging changes in the festivities, such as the international success leading to overcrowding at the Patios or the lack of shade at the El Arenal Fair, he emphasizes that the core spirit of passionate street celebration endures.
Regarding tourism, Serrano views it as an economic opportunity, advocating for quality tourism that projects a positive image of Córdoba. He also suggests improving accessibility to pilgrimages through shuttle services and urges administrations to support those who contribute to the festivities. Concerning the Battle of the Flowers, organized by the Federation of 'Peñas', he states that its model remains effective and even attracts international tour operators.
On the topic of the Cruces (Crosses), Serrano believes they have lost identity due to bureaucracy and the emergence of more business-oriented crosses, urging the City Council to support traditional organizers. For the Feria de Nuestra Señora de la Salud, he advocates for an open model and improved venue infrastructure, criticizing the slow progress and the tendency to imitate models from other cities like Málaga or Seville without considering Córdoba's unique characteristics.
Finally, he addresses the perception of 'peñas', dispelling the notion that they are merely about “stews, dominoes, and wine.” He highlights their significant cultural projects and the diversity of their members. With 145 federated 'peñas' and approximately 40,000 members, Serrano confirms that generational succession exists, albeit among more mature age groups, and celebrates the current gender equality in leadership roles, a significant evolution from the associations' origins.
