Aliwan Fiesta is an annual event that gathers different cultural festivals of the Philippines in Star City Complex in Pasay City wherein contingents compete in dance parade and float competitions, as well as in a beauty pageant. Organized by Manila Broadcasting Company (MBC) together with Cultural Center of the Philippines (CCP) and the cities of Manila and Pasay, the event is dubbed as “The Mother of All Fiestas,” with prizes totaling to P3 million (roughly US$70,000). Aliwan Fiesta, which began in 2003, aims to showcase the different Filipino cultures and heritage not only to the people in Metro Manila but also to the rest of the world. The contingents, meanwhile, aim to promote their respective regions both economically and tourism-wise. It was originally organized as a visual extravaganza for the Christmas season, but it has since been held during the summer months of either April or May. Aliwan is a Tagalog word for “entertainment” or “amusement.” For 2010, the colorful banner at the Roxas Blvd. entrance proclaimed the fiesta as THE PHILIPPINES GRANDEST FIESTA.