By Beth Lederer

History was made early this month on the west side as Mexican culture – past and present – was proudly displayed in the Outer Richmond’s first “Dia de Muertos” (Day of the Dead) festival on Sunday, Nov. 2. 

The Outer Richmond, a neighborhood which is known more for its laid-back vibes, welcomed this ever-growing spiritual and cultural celebration. On this holiday, which is rich in indigenous and Mexican traditions, people lure the deceased with traditional offerings to return from the dead and to visit their loved ones. 

The relatively quiet unassuming block on Balboa Street between 35th and 36th Avenues was transformed into a colorful, lively and joyous celebration full of Mexican music and dance, encapsulating many rich cultural traditions. 

District 1 Supervisor Connie Chan, the Balboa Village Merchant Association and the Richmond Neighborhood Center partnered with community leader Wendy Aragon to organize the festival. Chan carved out money for this celebration from the funds she was awarded for District 1 from the Outside Lands Community Benefit Fund by Another Planet Entertainment. 

During opening remarks, Chan acknowledged the Day of the Dead celebrations were a group effort and could not be possible without neighbors (Aragon) and merchants, like Jose Antonio Aguayo from Balboa Produce and Priscilla Lindsey from Eye & Hand Society. Aragon subsequently acknowledged two other merchants, Chino’s Taqueria and Cielito Lindo for their contributions. 

“I think today is the day (where) we get to thank our Latino and Latina neighbors and community for their contributions to the Richmond, to San Francisco,” Chan said. “We’re so grateful. I think we often share food, but I think it’s so much deeper than that.” 

Chan asked the crowd to really acknowledge their Latino neighbors, their hard work and contributions to the Richmond. 

“This is a really difficult time, and we really have to support each other and recognize each other,” Chan said. 

Aragon spoke afterwards, encouraging the crowd, “to engage, be curious, ask questions and to visit the ofrendas (alters).” 

She invited the crowd to bring photos of deceased relatives and put them on the ofrenda. Chino’s, Cielito Lindo, Eye & Hand Society and Balboa Produce are the Latino-owned businesses where these ofrendas could be admired. Some items that are typically placed are marigolds, monarch butterflies, calaveras, sugar skulls, candles, incense, salt, water, pan de muerto and loved ones’ favorite foods and drinks.

Aragon also acknowledged the hard times facing her community. 

“We are living through some uncertain times right now, and I want to hold space for people in the community who are scared to be out right now,” Aragon said. “Today is about death, but we still have to take care of the living.” 

Aragon, a Richmond District resident since 2008, describes herself as a third generation Chicana who has indigenous roots. Her great-grandfather was born in Michoacán, and her indigenous customs were passed down through their family lineage to her. One of these customs passed down is the celebration of Dia de Muertos. 

“The day is so sacred to us. It survived colonialism, man-made cultural borders, so the fact that it exists is an act of resistance and identity,” Aragon said when speaking to the crowd. 

Aragaon is also passionate about the growing Latino population with many immigrants from Mexico and Central America, including businesses that she sees moving into the Richmond district. Aragon said she wanted the day to be joyous as a day of resistance. 

The Richmond Neighborhood Center was a fiscal partner for the event and Yves Xavier, the center’s director of community programs, said their organization was happy to participate when asked. Xavier said he is looking forward to working with Aragon and Chan’s office in the future to just grow the event. 

“It brings more representation to the neighborhood, especially along Balboa Street which is an often forgotten part of the neighborhood corridor,” Xavier said. 

Xavier acknowledged how the Richmond Neighborhood Center helped to make this festival a success, though he praised one person specifically as many other merchants did as well. 

”Wendy (Aragon) was really the brains behind the event,” he said. “She deserves all the credit.” 

Aztec dancers, a Mariachi trio and ensembles of Folkloric dancers performed at the event. Some cultural and children activities were face painting, designing your own flower crown or bouquet, making prehistoric Mexican candy and an arts-and-crafts table. 

Many onlookers were enamored by the sounds, rhythms and costumes of Xiuhcoatl Danza Azteca. They offered blessings, opened up the space for the day’s celebrations and performed ceremonial dances that honor their heritage and ancestors while speaking about the importance of Dia de Muertos and recognizing immigrant workers that often struggle for their rights and dignity. 

The Ensembles Ballet Folklorico De San Francisco also performed. The dance company was founded in 1992 by Zenon Barron. The dancers wore elaborate costumes that had beautiful vibrant colors, with long, flowing skirts that twirled and opened into different patterns, used for dancing. 

A few of the Latino businesses stepped in and helped the dancers with lending their space for costume changes, like Jose Castillo of Chino’s Taqueria who let the dancers set up a pink tent at the back of the restaurant for changing. Both family-owned businesses, Chino’s and Cielito Lindo also hosted the dancers for a Mexican meal afterwards. 

Eric Lindsey from Eye & Hand Society also accommodated the dancers by letting them use his store for costume changes, as well as lending out his audio equipment to make the event memorable. 

This year’s event was planned last-minute, and many neighbors were not even aware it took place. 

David Rios, an instructor at Purusha Yoga & Pilates Studio on Balboa Street, said he wished that he would have heard about it. Rios said he celebrates Dia de Muertos, and he thought it was a great idea for the neighborhood. 

Francisco Serrano attended the ceremony with his 5-year-old daughter Regina. They both had their faces painted. Serrano is a long time employee of Chino’s, and he said that next year he would personally like to hand out more flyers about the event to Chino’s customers. 

Antonio Aguayo, the owner of Balboa Produce, said he enjoyed seeing his culture represented in the Richmond District. It brought back good feelings and memories for him, surrounded by family, friends and neighbors in Mexico. 

For Sara Johnson from Noise Records, also part of Balboa Village Merchants Association, the festivities turned out better than expected. She encouraged Chan’s legislative aide Angelina Yu and Aragon, to have the event on this block and use the space outside. 

Every culture processes grief in different ways. Many who attended this event may have not known about the significance of Dia de Muertos beforehand. For many who attended, they left  feeling closer, more connected and having a greater appreciation and admiration for this holiday and its cultural roots. Celebrating a holiday like this inspires some to learn to look at death differently. 

“It’s really about being with family, and really being connected to community,” Aragon said.