Downtown Chula Vista is about to come alive with color, music, and memory as it hosts its 5th Annual Día de los Muertos Celebration. Picture streets lined with vibrant cempasúchil marigolds, the savory scent of traditional foods wafting through the air, and the joyful hum of families, friends, and neighbors gathering to honor loved ones who have passed. This isn’t just a festival, it’s a living tapestry of culture, creativity, and community, where every corner tells a story and every performance, art installation, and altar pulses with life.
“It’s a cempasúchil-filled celebration that brings people together to celebrate life and remembrance in true Chula Vista spirit,” said Dominic Li Mandri, District Manager of the Downtown Chula Vista Association.
Since its inception, the event has grown from a neighborhood gathering into a citywide celebration. Each year, it expands its footprint and adds new ways to showcase the richness of Día de los Muertos. The Mercado by Las Jefas on Park Way now brings together local artisans offering handmade goods, while Memorial Park, Memorial Bowl, and Third Avenue host a wide array of performances by local musicians. Partnerships with schools have introduced student displays and performances, including calaveras exhibits, while educational signage helps visitors understand the holiday’s deep cultural significance.
At the heart of the celebration is the community altar, or ofrenda, on Davidson Street. Here, tradition and spirituality merge as attendees honor loved ones who have passed. Visitors are encouraged to bring photos and personal mementos to contribute to a colorful, heartfelt display.
“The ofrenda is the heart of Día de los Muertos,” Li Mandri explained. “With live music setting the tone, it’s a beautiful way to teach attendees about remembrance and cultural heritage,” she said.
A unique feature this year is the lowrider show by the Impalas Car Club, a creative nod to Mexican and Chicano culture. Cars will feature “trunk ofrendas,” blending automotive artistry with personal tribute in a way that complements the spirit of Día de los Muertos.
Local artists also play a central role in bringing the event to life. Giant alebrijes — fantastical, colorful creatures first imagined by Mexican artist Pedro Linares — offer photo-worthy moments while representing imagination and creativity. Meanwhile, three local artists have designed Catrina figures that capture the essence of the holiday in unique ways:
Josué Baltezar, a renowned muralist and designer, brings community storytelling to his Catrinas, reflecting the voices and traditions of Chula Vista while promoting cultural pride.
Michelle Guerrero (Mr B Baby) draws on Mexican folk art and her own life experiences to create vibrant, whimsical pieces celebrating resilience, empowerment, and positivity.
Chikle!, a San Diego native, fuses tradition with contemporary expression, crafting Catrinas that honor family, community, and identity, while encouraging dialogue and connection.
For those looking to shop, the Mercado by Las Jefas offers a curated collection of artisan goods, from items for personal ofrendas and flower crowns to handmade jewelry, apparel, and traditional eats. Reyna Puente, co-founder of Las Jefas, noted the care taken to select vendors who reflect both culture and creativity.
The celebration also includes the Altar and Catrín/Catrina Ensemble Contest, inviting participants to honor their loved ones through artistry and storytelling. Judges consider creativity, craftsmanship, adherence to theme, and overall presentation. Altars are evaluated on traditional elements: earth (food), wind (papel picado), water (for purification), fire (candles), copal, or incense, cempasúchil flowers, photos, and decorative skulls or calacas.
This year’s lineup includes new highlights: a performance by the Hilltop High School Marching Band and Color Guard, the headlining Selena tribute band Amor Prohibido, and the Milagros Family Activity. Milagros—small metal charms symbolizing prayers, hopes, and gratitude—allow attendees to write messages for loved ones and add them to a communal wall, creating a shared display of remembrance and community spirit.
Public interest and engagement have driven the celebration’s success: “The enthusiasm and participation from the community continue to shape the event’s direction, ensuring it remains authentic, inclusive, and full of heart,” Li Mandri said.
Beyond the festivities, the event fosters collaboration among artists, schools, and small businesses, while cultivating cultural appreciation, creative expression, and lasting community connections.
As Downtown Chula Vista gears up for its fifth Día de los Muertos Celebration, it promises more than a festival — it’s a chance to step into a world of color, music, and memory. From vibrant altars and giant alebrijes to live performances and family-friendly activities, the event invites everyone to honor loved ones, celebrate community, and make memories that will linger long after the marigolds fade.
Downtown Chula Vista’s 5th Annual Dia de los Muertos celebration is from3 to 8 p.m. Nov. 1 in downtown Chula Vista.
