Tucson, Ariz. – The line up of vendors offering vegan entrees at a Tucson market has more than tripled in size in the last year, surprising event organizers and highlighting what some say is a growing interest in alternative diets.

Last year, when the Vegan Night Market first debuted in June of 2023, there were just 15 vendors. This year, the September market had more than 60 vendors from multiple states, and more than 4,500 attendees.

“We just look at each other, shocked,” said Hannah Hernandez, one of the co-creators who brought us Tucson’s Vegan Night Market. “It’s crazy.”

“It’s just been consistently growing, and we’re always surprised by the turnout,” added Shane Reiser, of Tucson Foodie, who was an instrumental co-creator of the market.

Tucson’s desert evening atmosphere serves up the perfect venue for the event, Reiser said. “It’s fun and sexy.”

Now, the vegan market is set to return again from 5 – 8 p.m. on Dec. 7 at Tucson’s Rillito River Pavilion. An optional VIP hour from 4 – 5 p.m. will provide early event access, an exclusive lounge with a vegan sushi bar and two included cocktails for $45.

Each of these events is a unique experience, featuring not only a diverse selection of vegan food, but also live tattoo artists, permanent jewelry fusers and an array of beverages, including alcoholic options. A DJ will be playing dark wave synthetic music, which meshes well with the ambient nighttime vibes.

Hernandez likes to think of the event “as an outdoor party with a ton of food and music,” she said.

Among the new vendors featured at the September event were Parm Italia, serving vegan meatball subs among other Italian foods, and Trash Panda, offering delicious vegan shrimp mac and cheese dishes. From across the country, Aloha is served up their take on vegan Hawaiian food, while The Vegan Seaman featured their specialty: no-lobster, lobster rolls.

Surprisingly, many people who attend the event are not vegans, Reiser said. About “one in five are vegan.”

The festival successfully draws many non-vegan attendees, possibly due to organizers’ innovative marketing approach.

“Most people who are trying to promote veganism lean into animal rights, health and sustainability–which are all amazing reasons to be vegan, but this event is just a positive celebration of good food, that happens to be vegan,” Reiser said.

He wants the event to be welcoming to everyone in the community and said the best way to reach people is with a fun and positive experience.

Both Reiser and Hernandez said their favorite food at the event is pizza from Plant Fire Pizza, a company visiting from El Paso.

The Vegan Night Market not only supports curious taste buds, but also the Tucson community and local small businesses, Reiser said.

“Events like this help small business owners grow their fan base and their following, so they can stay in business,” he said.

The event is open to all ages, with free admission and parking, as well as on-site restroom facilities.

Arizona Sonoran News is a news service of the University of Arizona School of Journalism.