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Art & Tradition

The Day of the Dead (el Día de los Muertos), is a Mesoamerican holiday where families welcome back the souls of their deceased relatives for a brief reunion that includes food, drink, and celebration.

The holiday is celebrated each year from October 31- November 2. While October 31 is Halloween, November 1 is “Dia de los inocentes,” or the day of the children, and All Saints Day. November 2 is All Souls Day or the Day of the Dead. According to tradition, dated back some 3,000 years, the gates of heaven are opened at midnight on October 31 and the spirits of children can rejoin their families for 24 hours. The spirits of adults can do the same on November 2. The Aztecs and other Nahua people living in what is now central Mexico held a cyclical view of the universe, and saw death as an integral, ever-present part of life.

Dia de los Muertos 2020 from Isaac Olsen on Vimeo.

Art and Traditions during the Oakland Dia de los Muertos Festival

Each year The Unity Council partners with local artists, traditional danzantes, and community members to bring the arts and culture of the Dia de los Muertos tradition to the Fruitvale. The four main elements of art and culture include:

We Have a Winner! Thank you to everyone who voted in the People’s Choice Poster Contest for the 30th Anniversary of Oakland’s Día de los Muertos Festival!

Your incredible response helped shape this year’s celebration, honoring the powerful theme:
“Aquí estamos y no nos vamos” — We are here, and we are not leaving.

We’re thrilled to announce that the official 2025 festival poster was created by Jasmine Quiroga!
Her stunning design captures the heart of Día de los Muertos and will be featured across the festival—from posters to event merchandise—serving as a powerful visual centerpiece for this milestone year.

We’re also proud to recognize Fabian Marquez with an Honorable Mention for his striking submission and creative vision.

This contest was more than just a competition—it was a true community collaboration. Thank you for being part of this tradition and helping us elevate local artists through your votes and support.

Join us on Sunday, November 2, 2025, in Fruitvale to meet the artists and experience their work in person!

Called Danza Azteca, Danza Mexica, or other names, Danza Azteca is more than just dance, it is a spiritual movement practice, a form of prayer and a way to commune with the spirits of the earth, sky, and water. Danzantes wear elaborate regalia such as feathered head dresses, painted faces, ankle rattles called chachayotes, and are dressed in ceremonial garments.

One of the main attractions and the most important element of the Día de los Muertos Festival in Fruitvale is the creation of more than 30 ornately decorated altars (ofrendas) at the center of the Festival map. The altars are set up by local artists and community members and commemorate loved ones, community leaders, or to raise awareness of unjust deaths, such as from immigration detention centers, gun violence, or hate crimes.

Altars at the Festival are a minimum of 10ft x 10ft in size; the largest, the Altar Mayor is a 20ft x 20ft square. All altar artists receive a stipend for their participation in the Festival, and every group or individual artist must apply for a spot. Applications are typically open in

Elements of a traditional ofrenda contain:

• Arch / Gate at the front of each altar representing the entrance.
• Elevated offering or “hearth” of the altar – traditionally a 9-level platform where offerings are presented.
• Lights: traditionally represented with candles.
• Smoke: traditionally represented with burning of copal on a copalera.
• Traditional flowers for Day of the Dead, the cempasuchil, or marigold flower.
• Offerings of food: to feed the visiting ancestors their favorite meals. Traditional foods offered include tamales, mole, pan de muerto, chocolate, oranges, bananas, and grain (corn, beans, seeds).
• Decorative cloth: yellow or orange or a traditional textile art.
• Sugar skulls.
• Photos and depictions of those who are dead.