The Challenge:

Dia San José, is a festival that celebrates one of the longest celebrated cultural events in Mexico's history.  It has its roots in pre-columbian history and a philosophy of cultural duality. The idea that life and death are one, that without life you can't have death and without death you can't celebrate life.  

The festival was curated at The National Hispanic University for five years but it eventually outgrew the space and we were challenged with taking the event to a larger public space in city of San José, CA.

Our Approach:

With no more than a promise of help from a few sponsors, not nearly enough money or time to execute the festival, the Milagro Marketing team and a few volunteers took on the challenge of continuing the celebration of life by honoring the dead and executive producing Dia San José.  

The festival brought together artists, musicians, Lucha Libre wrestling, a MLE-sanctioned Taco Eating Contest, and the community in celebrating this long held custom.  The event was successful in bringing out over 7,000 participants to St. James Park in San José, CA and solidifying the event as a downtown destination for the City of San José.

Print:san jose’s 5th annual

dia de los festival

muertos

san jose’s 5th annual

dia de los festival

muertos

WWW.DIASANJOSE.COM

25SatOCT

ST. JAMES PARK

SAN JOSE, CA11 AM - 6 PM

FREE EV TEST DRIVEs AT THE FESTIVAL

dia san jose | viva fest | experience electric present

The Tom Kat Charitable Trust

AREA DE LA BAHÍA

Produce Co.

Out-Of-Home:

Social Media:

Taco Eating Contest:

The Event: