The main plaza is the heart of the town and a good place to get your bearings. It is a classic Mexican zócalo: a shaded square with benches, a central bandstand, and the parish church of Santiago Apóstol on one side. The church dates from the 18th century and has an elaborate baroque facade that rewards a close look.
The plaza is lined with small restaurants and mezcalerías where you can sit outside and try a glass. On weekday mornings it is quiet and unhurried; on weekends and during the Festival Internacional del Tequila (held each November) it fills with music, street food, and visitors from Guadalajara. Even outside festival season, the square has a pleasant provincial energy — locals playing dominoes, vendors selling roasted corn, and the occasional burst of norteño music from a passing car.