By JONEL ALECCIA

After a year's absence, a public Cinco de Mayo celebration was back in a big way in Medford Sunday, thanks to a Rogue Valley radio station.

More than 3,000 folks flocked to Miles Field for live music, dancing, games and food courtesy of KRTA, the Rogue Valley's only Hispanic station.

"The is far bigger than we ever anticipated," said John LaVoie, co-owner of Opus Broadcasting, the firm that paid some $5,000 to put on the party. "We thought about 1,000 would show up."

The company, which also runs radio stations KCNA and KROG, decided to host the Cinco de Mayo party after no local group took charge last year.

"We're doing it for the community," LaVoie said.

Little girls in party dresses chased toddler boys in suits, while teens in jeans swayed to the sound of five Mexican bands. Grandmothers rested on blankets in the grass as young mothers pushed strollers and middle-aged dads took advantage of more than 20 food vendors.

"The food is good," said Jeff Stark, 40, who drove down from Sutherlin with his wife, Angelica, 29, and son Johnathan, 2 months. "The tacos are good. The prices are good, not like some places. This is nice."

Like most of those attending, the Stark family heard about the early Cinco de Mayo bash over the radio. They were especially drawn by the promise of live music, Angelica Stark said.

"Los Kinos! That is why we came," she said.

No one seemed to mind that the Cinco de Mayo -- Fifth of May -- event was held two days early.

"It's OK," said Rodrigo Manzilla, 21, of Medford. "I like this. I like this every year."

Added LaVoie:

"By celebrating this on Sunday, we can attract the entire Hispanic community," he said. "Otherwise, many people would be at work."

Medford had a longstanding tradition of Cinco de Mayo celebrations until 1997, when several groups that had organized previous events decided they had enough to do.

LaVoie expects to continue the Cinco de Mayo party next year, especially after this year's enthusiastic response.

Cinco de Mayo is a minor patriotic holiday in Mexico, especially compared to Mexican Independence Day on Sept. 16 or Guadalupe Day on Dec. 12.