Downtown Santa Monica (DTSM) is honoring Día de los Muertos by highlighting the traditional Mexican cultural celebration of life and death.

Festivities will include: live entertainment, art installations, food, goods from local vendors and family-friendly activities.

It all takes place on the Third Street Promenade Saturday, Oct. 30 from 5 p.m. to 10 p.m.

“Third Street Promenade is often referred to as Santa Monica’s living room,” said Kathleen Rawson, CEO of DTSM, Inc. “It is the heart of our Downtown, where we have traditionally hosted major events and free activities for the community.“

DTSM has invited local Santa Monica artists and performers to participate in the Hispanic spectacular. The performers are dedicated to celebrating and educating the masses about hispanic culture.

Performances begin at 5:30 p.m. on the Promenade Main Stage, which is located at the 1300 block of Third Street Promenade near Arizona Avenue.

Guests can expect appearances from Santa Monica Ballet Folklórico who will provide a traditional blessing and dance performance. Students from Santa Monica High School’s Latinx clubs discuss the importance of Día de los Muertos traditions.

“Santa Monica is a place where diversity is embraced. It is important for residents to encourage friends and family members to head down to the Promenade to view the “altars,” said Dra. Guadalupe Mireles-Toumayan, Advisor for the Santa Monica High School Latinx Leaders Club.

Sculptures by Los Angeles-based artist Ricardo Soltero of La Catrina will be present along with a figures created by illustrator Jose Guadalupe Posada.

There is a pent-up demand for these types of events and since Santa Monica has a high vaccination rate of 86 percent, residents can feel comfortable enjoying their Downtown again.

The event is also expected to help local businesses who are still in in the midst of pandemic-related economic recovery efforts.

“We know that when people attend our events that they tend to stay longer in our Downtown, and because of that they are more likely to dine at our fabulous restaurants, shop in our stores, and perhaps discover some new favorites along the way,” said Rawson.

Guests can expect to feel an energized and colorful Third Street Promenade.

“There will be many beautiful altars, the smell of marigolds in the air, music, and vendors. It’s a night for guests to enjoy themselves and dance a bit all while keeping the memory of their loved ones alive,” said Norma Fajardo, host of the Community Celebration and the co-founder and production manager of Cumbiatón Los Angeles.

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