America is cool, because it’s the birthplace of jazz. Since then, it has been loved worldwide.

The sixth annual Temecula Valley International Jazz Festival (TVIJF) will be held July 10, 11 and 12 in Old Town Temecula.

"Jazz is an internationally accepted art form born in the US," said festival organizer Jon Laskin. "We celebrate that."

After traditional jazz went rock and roll – about the time the Beatles came to America – the country became ‘ho-hum’ about jazz, he said.

"Many jazz musicians either went to Europe or into movie studios," he continued. "In the old cartoons, like Bugs Bunny and Roadrunner, the music was phenomenal. Those were the best jazz musicians. It’s never made a come back except for Diana Krall, maybe," he said.

"It’s important, because it is the one true American art form – some say cartoons – but Americans actually came up with it and the world embraced it. It’s an honor."

Other countries love jazz so much they pay their artists to travel the world and play.

Brazil’s government is subsidizing Patricia Talem’s US tour, and one of her stops is the Temecula festival.

Songs by the young vocalist from São Paulo mix classic música popular Brasileira (Brazilian popular music) with a pure jazz, non-vibrato, sophisticated pop style.

Grammy Award-winning artist Poncho Sanchez, said to be the leader of the most popular Latin jazz group in the world today, will also perform.

He combines congas with a seasoned ensemble which tell the tale of a half-century tradition born when Afro-Cuban rhythms merged with bebop.

Other acts include Alex Ligertwood, formerly of Santana; Richie Cole with Joelle James; Kenny Burrell; and many others.

For the first time, this year’s event will be ticketed.

"I’ve tried to maintain a free community event," said Laskin. "This is the first year we will be charging. It’s a positive thing in order to maintain a high quality event. In these economic times, it offers customers art with the best experience possible."

$25 general admission tickets include entrance to the Main Street Stage performances, entertainment in the wine garden, The Californian "Tribute to New Orleans" and the jazz film festival in the theater, along with special events throughout the festival grounds.

$45 box seats include dinner and drink tickets. Platinum VIP/BackStage Pass tickets are $85, which include backstage access along with a table, drinks and dinner during the Saturday night concert. These are limited and on sale now.

Making preferred seating with VIP and backstage packages available this year was intended for the ultimate jazz enthusiast.

General admission tickets will be available up until 6 p.m. on Saturday.

Laskin said TVIJF attendees are often the independently wealthy or retired kind, intelligent and highly educated.

"They look at my lineup and are impressed," he said.

The chemistry is right, he claimed, and a magical environment will come alive. Locals should make this a "staycation," he added.

For additional information, visit the TVIJF Web site at www.temeculajazzfest.com or call (951) 678-2517.