Set up on Roosevelt Row, the Dia tent was buzzing all night long! Founder Mike Drilling, along with baristas Lucia and Alley, served up free cups of rich Latin-inspired coffee to hundreds of First Friday attendees. Whether they stopped for a quick pour-over or stayed to vibe with the crew, the response was overwhelming.

As La Morena put it, >"We out here giving out some goodies, merchandise, stickers, coffee, all the good stuff. There's lots of music and we're just having a good time."

In addition to the brews, Dia handed out t-shirts, stickers, hats, and sample bags of coffee — all for free. The goal? To make a genuine connection and give back. This wasn’t a commercial play — it was a celebration of culture, identity, and community.

"I've been mingling with the community and that's one of my favorite things to do is engage the community, especially in the Phoenix art scene. It just feels like it's always home to me."

The First Fridays art walk has long been a proving ground for emerging artists and a place for community expression. For La Morena, it's more than just another event — it's a tradition.

"I think the First Fridays and the Artwalk is really important because it's a platform for us creatives and artists to gather at one place each month."

"When I first started coming to First Friday, it was really run by the artists for the artists... a lot of us have benefited from being out here."

Throughout the night, the brand’s roots and authenticity showed through. People weren’t just asking for coffee — they were curious about the flavors, the origin of the beans, and what Dia was all about.

For La Morena, the partnership with Dia was about more than pouring drinks or giving away swag. It was about showing up for the people and representing the deeper message of resilience and pride.

"Being out here, coming out to the table... people can engage and learn more about the brand and also vice versa — they can learn about our community and what it's like to be out here in Phoenix."

She adds, >"It may be a big city, but we're all very connected. The creative world, the Phoenix communities — we're all connected somehow, someway."

As the sun set and the Phoenix sky lit up with stars, the Dia team ran out of coffee — a sign of just how real the love was. But they stayed, talked, and shared stories. The energy of the evening wasn’t just about free coffee — it was about community, culture, and showing people what a brand rooted in Latinidad and creativity can look like when it’s brought to life on the streets.

To everyone who came by the booth, grabbed a cafecito, or just stopped to say hello — thank you. And to La Morena, whose spirit and presence amplified the whole experience, we see you.

"Shout out to DIA. We're here for First Fridays... and we're going to have a good time. So come through!"

Community showed up. Culture showed out. And Dia’s just getting started.