Yanira “Yaya” Cardona

2026 Women with Heart Honoree

Yanira “Yaya” Cardona

Community Advocate

Yanira “Yaya” Cardona was born in Long Beach, California, to Puerto Rican parents. After a childhood spent traveling the world, her family’s relocation to Jacksonville became the starting point for her commitment to building community, celebrating culture, and creating opportunities in Jacksonville.

Yaya is the founder and owner of Yaya Productions LLC. She is the visionary behind Viva La Fiesta, the city’s largest Hispanic festival, and organizer of Art in the Park. Yaya’s influence is seen through her collaborations with the Cultural Council of Greater Jacksonville, Art Republic, and Moving the Margins at The Jessie Ball duPont Center. Her work has brought more than 30 public murals to Jacksonville, many by renowned Hispanic artists.

Yaya has a strong commitment to health equity. Each year, she partners with nonprofits and healthcare providers to host multiple free health fairs. She played a leading role in bringing the first-ever Blue Zones Kickoff event to Jacksonville.

Yaya is a professional advocate for the Hispanic Community leading initiatives to strengthen ties between city officials and the Hispanic community, including the Unidos Jax Dinner and the JSEB Hispanic Business Forums.

Her professional background includes experience at Universal Music Group Latino, Norsan Media, and iHeart Radio. She also helped launch Urbana, Florida’s first 24/7 reggaeton radio station in Orlando. A graduate of Full Sail University, Yaya holds an Associate of Arts in Sound Engineering and a Bachelor’s in Music Business, where she graduated as the Advanced Achiever of her class.

Yaya was named a 40 Under 40 by the Jacksonville Business Journal (2024), received the Rising Star Award from the First Coast Hispanic Chamber of Commerce, the Emerging Leadership Award from the Interfaith Center, and is a graduate of the Hightower Emerging Leaders Fellowship. She is a member of the Leadership Jacksonville Class of 2026. Most recently, in September 2025, she received a commendation from the Jacksonville City Council for her historical research and dedication to preserving and celebrating Jacksonville’s Hispanic contributions.