The Upper Keys Merchants Association, Inc. is a not for profit organization established to host community events in Key Largo. Their first event the Key Largo Holiday Boat Parade was established in 1989. This was soon followed by the July 4th Fireworks and the New Years Eve Fireworks on Blackwater Sound, both attended by thousands of spectators.

More recently the Upper Keys Largo Merchants Association also hosts the Florida Keys Uncorked Food and Wine Festival held in January.