July Moreno 

Executive Director
The Mermaid Society of Texas
San Marcos, TX


July Moreno is the Founder and Executive Director of Mermaid Society SMTX, a nonprofit grassroots arts and culture organization; created to inspire an eco-driven community united by the empowering symbol of the Mermaid, celebrating the arts, culture, heritage, and fostering guardianship of the San Marcos River. In its sixth year, Moreno is responsible for creating the Mermaid Capital of Texas Fest – an annual city-wide, multi-event festival celebrating San Marcos’ arts, culture, heritage, and the San Marcos River. This festival is a 15-day celebration to include an Arts, Culture & Preservation community symposium.


In May 2021, championed by the Mermaid Society and the City of San Marcos in partnership with Sen. Judith Zaffirini in the Texas Senate and Rep. Erin Zwiener in the House, the resolution to designate San Marcos as the Mermaid Capital of Texas was passed. The resolution celebrates the cultural significance of the Mermaid in the community and the city’s dedication to protecting and cherishing the San Marcos river: “By adopting the mermaid as a symbol of the city, the people of San Marcos are encouraging public interest in the natural environment and highlighting the central role their community is playing in preserving the water resources of the Lone Star State.”


Born and raised in San Marcos, Moreno’s career extends over twenty years working in the nonprofit sector.


Moreno has served as a San Marcos Advisory Board member for Texas State Friends of Fine Arts, San Marcos Arts Commission, and the City of San Marcos Economic Development Board. 


Moreno currently serves as a Board Member of the San Marcos Visitors and Convention Bureau and a Board Member of the San Marcos Downtown Association, Texans for the Arts, and Chairs the Arts & Culture -Downtown Life Committee. 


A visionary at heart, Moreno is passionate about utilizing arts as a catalyst to help elevate community pride, engagement, and celebration.


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