BY ANA ACLE

 While one million people squeezed through Southwest Eighth Street on Sunday
 listening to favorite Latin entertainers, corporate executives tailgated with favorite
 clients in comfort -- under the shade of a tent, with an open bar and a dazzling
 buffet.

 A behind-the-scene tour of the world's largest street block party and Hispanic
 festival revealed the ritzy side of the Calle Ocho festival where special guests
 were treated preferentially. It also showed that major American corporations use
 Calle Ocho as a testing -- and tasting -- ground for new products.

 Corporate sponsorship is a big part of Calle Ocho. It's what attracts top-name
 performers, such as salsa queen Celia Cruz who sang at the Budweiser stage.
 Top performers bring the crowds. In turn, the companies can reach an estimated
 hundreds of thousands of people in one shot -- a fabulous publicity tool for the
 ever-growing Hispanic market.

 ``It's like hosting a suite at the Super Bowl,'' said Obdulio Piedra, president of the
 Kiwanis Club of Little Havana, which sponsors Calle Ocho and Carnaval Miami.

 Competition is fierce at the 22nd Avenue intersection where Bacardi, Coca-Cola
 and Univision set their stands.

 ``This corner is very hot,'' Piedra said. ``Availability is the main reason why, but
 it's also an excellent location because it's somewhat in the middle. And it draws a
 nice crowd because it's open and there's plenty of space.''

 Under the Bacardi tent, next to their stage in an area not usually seen by the
 crowds, was an impressive spread with four 90-inch pans of arroz con pollo and
 sliced pork for pan con lechon. Hosts welcomed family and friends of the rum
 dynasty.

 ``We'll serve 1,500 people here,'' said Alfredo L. Perez, Bacardi's food and
 beverage supervisor. ``Most are family and invited guests.''

 At the Coca-Cola tent, across the street, a red carpet lined with palm trees
 welcomed VIPs. There, grocery owners and soft-drink distributors listened to the
 music of top entertainers and feasted on media noches, Caesar salad, sliced
 roast pork and an array of desserts that included chocolate cups filled with key
 lime pudding.

 Security is tight at these private parties. Guests wore a wristband and a badge to
 get in. A chain-link fence and a swarm of guards separate guests from the street
 crowd, while another fence enclosed performers.

 TASTE-TESTERS' CHOICE

 General Mills, for example, tested a new product Sunday: Go-Gurt,
 yogurt-on-the-go.

 ``People will taste it here and go to the market to buy it,'' Piedra said.

 It's no wonder why vendors argue for an inch of space at Calle Ocho. One vendor
 who sells tostones and pinchos told Piedra she nets $4,000.

 And it's also no wonder why illegal vendors try to capitalize on the action -- before
 they're thrown out by police.

 ``It's not fair to the vendors who pay for their permits,'' Piedra said, pointing to an
 illegal vendor selling water from a moving cart. A permit costs about $270.

 Companies also use the festival to create databases of customer information.

 Pfizer, a first-time sponsor at the festival, distributed a free health video and
 brochures to those who filled out questionnaires.

 ``Based on the success of the program here, Pfizer will sponsor these types of
 events throughout the country,'' said Nelson Figueroa, vice president of Bienestar
 LCG Communications, hired by Pfizer.

 VIAGRA INFORMATION

 The pharmaceutical company is best known for its drug Viagra, an
 impotence-treatment pill. Perhaps that's why customers waited in long lines.

 ``We also give out Viagra information and have a urologist available to answer
 questions,'' Figueroa said. ``There are no samples here of course, but they are
 asking for them.''

 The corporate sponsorships also allow for freebies. This year, the Kiwanis Club
 subsidized free popcorn, cotton candy and snow cones to children at the United
 Airlines Kids Pavilion. It was the first time in Calle Ocho's 23-year history that an
 entire block was devoted to childrens' entertainment.

 Yann Vega, 5, and sister Shamtal, 9, climbed up a tower with only a strap for
 security.

 ``We came last year also. We love it,'' said mother Pilar and father Reynaldo. The
 family is French.

 The festival provided entertainment for everyone -- even dog lovers.

 Darling Gomez of Kendall stood in line for the Purina Dog Chow food for her
 Chihuahua ``Lucky'' while her three children -- ages 12, 10 and 8 -- and husband
 continued walking.

 ``They can't stand in long lines, they have an attack,'' Gomez said.

                     Copyright 2000 Miami Herald