A wide promenade several blocks long leads to a large plaza and the basilica. It dates from the 18th-century church and is a combination of baroque and plateresque styles. This is the religious center of Guadalajara. On the Virgin's feast day, the plaza fills with thousands of tapatíos. The cult of the Virgin of Zapopan practically began with the foundation of Guadalajara itself. She is much revered and the object of many pilgrimages. In the plaza are several stands selling religious figures and paraphernalia. On one side of the church is a museum and store dedicated to the betterment of the Huichol Indians. It is worth a visit. Admission to the Huichol museum is 12 pesos.