Now that the leaves are changing colors and the air is getting chillier, it could only mean one thing; fall is here! Downtown Chula Vista can’t wait for the new season because it means that we are just weeks away from one of the most beloved cultural events of the year. The Annual Día de los Muertos Celebration is back for its fourth year, welcoming family, friends and the community to join together to celebrate this significant cultural tradition.
Taking place on Saturday, November 2, from 3:00 pm to 8:00 pm, the South Bay neighborhood will prepare to come alive with vibrant colors, music and culture at this annual celebration. Hosted by the Downtown Chula Vista Association (DCVA), the community is invited to gather for an afternoon of festivities that honor and celebrate the memory of loved ones who have passed. This free event promises to be a feast for the senses, offering something for people of all ages to enjoy.
A Bit of History
Rooted in the ancient Aztec rituals and the Spanish All Souls’ Day, Día de los Muertos has evolved into a beautiful, heartfelt tradition. It is a time when families come together to remember and celebrate the lives of departed loved ones. Every element of this celebration reflects the cultural depths and symbolism of this age-old tradition, from the intricate decorations to the lively performances. The DCVA is committed to honoring the true essence of Día de los Muertos, ensuring that this treasured tradition continues to thrive in the heart of the community.
What You Can Expect
Visitors will be immersed in the beauty of Día de los Muertos décor with four magnificent, larger-than-life Catrinas placed throughout the neighborhood, each of uniquely decorated by local artists Josué Baltezar, Chikle!, and Mr B Baby. Students from the Sweetwater School District and surrounding area will also contribute by decorating sugar skulls, providing numerous opportunities for attendees to take memorable photos. These fun and vibrant sugar skulls can be seen near Kalaveras on F St. and Third Avenue and will add to the colorful atmosphere as well as serve as a visual reminder of the deep-rooted cultural significance of the day.
More than 30 vendors will be on-site, offering Día de los Muertos-themed goods, artisan crafts and unique treasures. The market will also feature on-site screen printing, where attendees can create custom, one-of-a-kind keepsakes to commemorate the event.
Two stages will showcase performances by talented local Latine groups, featuring mariachi bands, baile folklorico and other traditional music and dance forms. Children will have a special space to participate in activities, including a note-writing station where they can write messages to their departed loved ones. These heartfelt notes will be tied to a community display, creating a collective tribute that is both meaningful and a perfect photo opportunity.
At the heart of the celebration will be the community altar on Davidson Street, where participants are encouraged to bring photos of their loved ones to this powerful memorial. A unique car show will also be on display, with low-riders showcasing their own ofrendas (altars) in their trunks, offering a truly one-of-a-kind experience for attendees.
To enhance the experience, the DCVA will be launching a special Día de los Muertos app, complete with maps, check-ins and exclusive promotions from local businesses. Stay tuned for this exciting new feature, designed to help visitors make the most of this unforgettable celebration.
A Look Ahead
Get ready, Chula Vista! TNT Pizza is bringing its famous Detroit-style, New York-style, and more to Third Avenue next month, along with an expanded menu of appetizers and sandwiches. While you’re enjoying TNT Pizza, pop next door to the recently opened Tender Hooligan for a cocktail and some great music, where you can unwind and listen to records in a laid-back atmosphere.
Beginning on November 30 – also known as Small Business Saturday – through the end of December, locals and visitors are encouraged to wander through the neighborhood and discover the various gems scattered around the South Bay neighborhood! On top of holiday shoppers finding quality presents that are sure to be appreciated by loved ones, this special season also allows the community to know that their money is staying local and helping beautify the community. It’s always good to get to know the faces behind the gifts you’re buying from.
By hosting lively community events and uplifting the numerous local businesses in the neighborhood, the Downtown Chula Vista Association is fostering a strong sense of community, driving economic growth, and enhancing the cultural vibrancy that makes the area a beloved destination for visitors and residents alike.
For the latest updates on Downtown Chula Vista, please visit us at DowntownChulaVista.com or follow us on Instagram @DowntownChulaVista, TikTok @DowntownChulaVista, Facebook @DowntownChulaVista, and Twitter @DowntownChula.
Dominic Li Mandri is District Manager for Downtown Chula Vista Association.
