This paper reports most of the research findings of «40 anos Bailando Salsa en Cali» [40 Years Dancing Salsa in Cali], project implemented by the hotbed of research «teXXIdos» attached to the Faculty of Communication and Advertising at the Universidad Santiago de Cali (Colombia). This research, developed during 2013, went around the urban memory of Cali, by several research strategies –including formative research– , to recognize the Salsa as one of the most representatives cultural practices from Cali, over the last 40 years.