When Roxanne Simons and Lisa Kjeldgaard began planning the inaugural season of Love Oakdale’s Oakdale Morning Market, they knew they needed something to draw people out early on Saturday mornings. Roxanne had recently been the maid of honor in a wedding where Oakdale musician Alex Lucero was the best man, so she decided to ask for a favor.

“I grew up knowing the Lucero family, and Alex has always been special,” Roxanne says. “He’s humble, kind, and deeply committed to Oakdale. I knew he had a loyal following, and I hoped he could help bring people to the market. When I asked, he immediately said, ‘Absolutely, I’ll do it!’”

Alex’s commitment gave the new market instant momentum. Sponsors were more eager to get involved knowing he would perform, and his support added credibility to Love Oakdale’s vision.

Opening day in May 2023 arrived with a light drizzle. At 4:00 a.m., Alex’s mom, Robin, called Lisa to ask whether the market was still happening, whether they should make the drive from Santa Cruz, and whether Alex would have a canopy to perform under. The answer to all three questions was yes, and Alex helped launch the very first Oakdale Morning Market.

Since then, he has opened three market seasons and returned to perform many more times, always drawing enthusiastic crowds.

Reflecting on the market, Alex says, “These amazing ladies brought culture back to Oakdale. They have been so creative in bringing a little bit of everything to the Oakdale Morning Market. I’ve been humbled and grateful to be part of it. I love seeing the people of my town and interacting with them on such an intimate level. It’s one of my favorite places to play.”

In 2026, Love Oakdale agreed to organize Oakdale’s Concert in the Park series, and Alex was Lisa’s first phone call.

“Sitting down with Alex, Justina, and tour manager Jake Stephens made me even more excited about the possibilities,” Lisa says. “Alex is passionate about Oakdale’s music culture and had such a clear vision for how the series could grow. So much of what made our first season successful came directly from his ideas.”

Alex says he had already been working behind the scenes to help improve the concert series.

“I’ve been passionate about Concert in the Park for years,” he says. “When Lisa came on board, everything she did fired on all cylinders. She took my ideas and made them a reality. Love Oakdale transformed a simple free concert into a weekly community event that supports local businesses, families, and musicians.

“I grew up attending these concerts, then eventually performing at them. Now I get to watch them become something that’s about so much more than music. That’s exactly what I’ve always hoped for.”

Alex’s love for Oakdale runs deep, and Love Oakdale is grateful for the partnership they’ve built together. If the past few years are any indication, this collaboration is only getting started.

The Oakdale Morning Market, a project of Love Oakdale, is open Saturdays from 8:00 to 11:00 a.m., May through September, on North 3rd Avenue in downtown Oakdale. Catch Alex at the final market of the 2026 season on September 26, and learn more about his music at thealexluceroband.com.