Tami Primero
Tami Primero is a community-focused event organizer, entrepreneur, and co-founder of Pop City Events, based in El Paso, Texas. She specializes in creating immersive, fandom-centered experiences that celebrate anime, K-pop, and bookish culture while prioritizing inclusivity and accessibility. As the founder of Glitter Pop Explosion, a creative brand established in 2022, she combines handcrafted merchandise, aesthetic-driven design, and pop-up experiences to engage local fandom communities and support independent artists and small businesses.
In 2024, she co-founded Pop City Events, a women-owned convention organization that produces Pop City Con and related community events. In her role as Co-Founder and President, she oversees event strategy, partnerships, sponsorship development, logistics, and programming. Her work emphasizes building safe, high-energy spaces where fans, creators, vendors, and performers can connect, while spotlighting diverse talent and fostering strong community engagement throughout the region.
Tami’s professional foundation includes a Bachelor’s degree in Human Services from the University of Phoenix and earlier nonprofit experience with the Ronald McDonald House, where she developed expertise in volunteer coordination, community outreach, and donor relations. Her journey into event production began during the pandemic through crafting and small-scale vending, eventually evolving into large-scale convention planning. Today, she continues to grow Pop City and Glitter Pop Explosion while balancing multiple roles, driven by a commitment to community building, accessibility, and creating meaningful shared experiences for fans in El Paso and beyond.
• University of Phoenix - B.S.
What do you attribute your success to?
I attribute my success to my daughters - they keep pushing me not to give up. And the community we've created keeps me going too. When I question myself, there are a lot of people I've gotten to know over the years in this community who know my backstory and see the struggles. They'll randomly reach out to me and say things like 'oh my gosh, I can't wait for this event, you've done so much for us, you have no idea of the impact you've had.' That's what keeps me going.
What’s the best career advice you’ve ever received?
The best career advice I ever received was from my mom, who told me if you have a dream, go for it and don't give up. She battled stage 4 cancer for 10 years after being diagnosed when I was pregnant with my second daughter, and she refused to die. She told me 'you're only as old as your mind tells you, don't go by stereotypes.' Even on her deathbed in 2012, she looked at me and said 'you're gonna make things happen.' Her strength and encouragement have guided everything I do.
What advice would you give to young women entering your industry?
It's not gonna be easy. There's gonna be times that are gonna be really rough. But if you have a passion for it, don't give up. Don't give up.
What are the biggest challenges or opportunities in your field right now?
The biggest challenge in my field right now is funding. Finding capital and securing the money needed to make events happen is the hardest part. My daughters and I are lucky to eat one meal a day right now because we're dumping everything into the convention. We're less than 70 days away and still $13,000 short. I work multiple side jobs doing pet-sitting and Instacart just to help fund everything.
What values are most important to you in your work and personal life?
The values most important to me are respect, understanding, and empathy. I'm very concerned about others and I don't want to see people suffer. I relate to people and I want them to understand to have faith in themselves and understand where someone's coming from. I'm trying to get out of a 20-year narcissistic, abusive relationship, and I think that's where I get my values from - because I don't want to see people suffer. Helping each other out, compassion, connection, and relationships are all important to me. And family - my daughters and spending time with them is everything.
Locations
Pop City Events
El Paso, TX 79938