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NOVEMBER 1-2. 2014 Rancho Las Flores Park Produced by Luz Entertainment

In Association with

Sponsored by

The contents herein are the exclusive creative property of Luz Entertainment LLC


A 4,000 year old Aztec tradition makes Coachella its US Home Dia de los Muertos USA® – November 1 & 2. 2014

The mysticism of the desert and spirituality have for centuries been romantically intertwined by peoples of many faiths. Belief is that the desert is the ultimate destination for godly connection and universal reception. One evening in the desert confirms the feeling of oneness with the universe…where only our senses guide our feelings. Intricate weavings of stars, pure night air with an undefined mystical fragrance, sounds of falling stars and endless darkness facilitating entrance to solitude… where we are never alone…where we are accompanied once a year by spirits that descend on Coachella Valley, to celebrate their day… Dia de los Muertos. The ultimate Dia de los Muertos experience… a ceremonious celebration of life for all ages featuring art, entertainment, culinary & libation enjoyment.

Created and Produced by Rodri J. Rodriguez, CEO Luz Entertainment LLC in association with the City of Coachella.


What is Dia De Los Muertos: Dia de los Muertos is a 4,000 year old Aztec tradition that celebrates the life of the departed. Did you know that Aztecs are also credited for creating Mandatory Education, basketball, soccer, chocolate and popularized chewing gun?

Why Coachella: • The synergetic combination of this event at Coachella is perfection. The Coachella Valley is home to the Cahuilla Tribe since 3100 years ago, being the first known inhabitants of the Coachella Valley and spoke UtoAztecan. • Designed as an annual signature destination event, Dia de Los Muertos USA will attract audiences from throughout the USA with focus on Southern California. • Coachella weather is optimum during this time, balmy 75 to 80 degrees. • This first annual Dia de los Muertos USA will be celebrated at the sixteen acre Rancho Las Flores Park with expansion of area to thirty (30) acres over the next two years. A forty (40) acre parcel is also available for event growth. The Park will be divided in two sections the Mi Familia created uniquely for families and children will run from 12pm – 8pm daily and The Dancin’ the Dead section will open at 2pm – 11pm daily. In association with the City of Coachella, media sponsorship from Palm Springs Life Magazine, the Valley’s leading magazine and support from the Greater Palm Springs Convention & Visitors Bureau, Dia de los Muertos USA is destined to become the must do-must see destination event!  


THE TEAM THE PRODUCER Rodri J. Rodriguez, CEO of Luz Entertainment is the creator and producer of the award winning iconic MARIACHI USA Festival, celebrating its 25th year at the Hollywood Bowl in 2014 making it the #1 longest running paid Latino event in US history. A pioneer in the entertainment industry, Rodriguez has been marketing her productions since 1976. Her riveting messages always advocate positive multi-cultural images. Rodriguez is the personification of a producer with a soul and capacity to uplift the human spirit. THE ART DIRECTOR Juan Rodriguez, President, KGB Studios Rodriguez, artist and curator has led the Latino/Chicano art movement in exhibiting cutting edge work of emerging and established international and LA artists alike. His expertise in branding, marketing and promotions utilizing art has created a unique niche in the Latino market. THE OPERATIONS/PRODUCTION MANAGEMENT TEAM Wendy Moodie, President, Paradigm Shift Worldwide www.psww.com DreamWorks, Disney, ABC TV Network, are among the countless clients of PSWW. This Team’s extensive major event production and operations management is critical to a smooth, professionally managed event for the audience, sponsors and artists alike.

With over 150 cumulative years experience in the entertainment/arts industry, the Dia de los Muertos USA Team is a vibrant group of cutting edge, creative professionals grounded in their dedication to delivering the best in arts and entertainment production.


SITE PLAN This first annual Dia de los MuertosUSA will take place at the sixteen (16) acre Rancho Las Flores Park with expansion of area to thirty (30) acres over the next two years. A forty (40) acre parcel is also available for event growth . Shuttle Stops Restrooms

Parking Lot 2

Box Office Box Office

Production

FESTIVAL

Parking Lot 1(VIP / Truck and Bus/ HANDICA P PARKING)

Parking Lot 3 Restrooms

Ring Of Light / Daytime Pyro

Restrooms

Staff Parking


Main Family Stage In The Round ATM Misting Stations

Vendor Merch Booths

Shuttle Stop

Kid Craft Area

Parade Route

Quick Charge Stations Food Booths

Art Exhibit

Restrooms

Restrooms Restrooms

Box Office

$

$

Restrooms

Box Office

$

Festival Production Office / Security Office / Staff Office/ Staff Restrooms

EMT Restrooms

Health Fair

DJ

Food / Bars

Crew Catering

* *

$

Kids Play Area

*

GENERAL ADMISSION

CONTROL

Seated VIP Section

Dressing Rooms / Show Production Office / Talent Restrooms

*

$ VIP Party

EMT Restrooms

Family Stage A Video Mural Day Of The Truck Dead Altar Picnic Area Family Stage B

Main Stage Technology Pavilion

Bars / Food Seating

Second Stage


FESTIVAL ART Dia de Los Muertos art transcends the once a year celebration. It is found every day as jewelry and clothing from high end stores to Ma & Pa shops. Skulls have become the favorite design item of countless designers. Visual artists worldwide have also embraced this tradition . A major component of Dia de los Muertos USA is its art experience. Large art installations will be placed in key locations throughout the park including our logo skull … LUZARIO that will be built as a 25’ x 30’ entrance piece. Other installations include; • Calavera Lane – a major contest driven feature exhibit. • Artistic altars ranging in size and variety including themed altars honoring music legends and historical icons. Face and body painting teams will be present for those who wish to be ‘in theme’. Our community collaboration with non-profits in the City of Coachella, the greater Los Angeles and Riverside counties will be present through art installations throughout the event. The Dia de Los Muertos USA experience will reach Valley wide; Coachella, Palm Springs, Palm Dessert, Indian Wells and Indio. Restaurants and retail centers will be invited to participate by purchasing a 4’ skull or full skeleton to display at their venue. Each purchaser may select an artist of their choice to decorate the piece, creating providing work for visual artists and creating a Valley wide art installation much like the Los Angeles ‘Angels’, the Chicago ‘Cows’ and the Sunset Boulevard ‘Guitars’.


FESTIVAL ART


FESTIVAL ART MAIN ENTRANCE

CALAVERA LANE


MI FAMILIA AREA The Mi Familia area is designed for families and friendly to young children. The mission here is to educate through entertainment, teaching kids about the rich Mexican culture and the meaning of death as a transformation, not a scary Hollywood horror show. No alcohol will be served in this area. Mi Familia will also feature healthy alternatives through better eating and exercising. Cutting edge zumba instructors will teach the families how fun is to exercise together. • Main Family Stage – In The Round • Family Stage B • Art Exhibit – Day of Dead altars • Mural Area – featuring a 4’x32’ paint by number mural created by a celebrated artist that illustrates the Mexican genesis of the Dia de Los Muertos Celebration. • Kids Play Area – branded bouncers and kiddie carnaval rides • Kid Craft Area – Sugar skull decoration, face painting and mask making • Vendor Booths • Picnic Area


DANCIN’ THE DEAD AREA

General Admission, VIP Seating and Control Areas - The event tickets will be sold either General Admission or VIP assigned seating , 1 and 2 day Pass. The general admission area allows guests to either stand or sit on the grass. Each stage will be designed as a giant altar Although not a music festival, Dia De Los Muertos USA will deliver live entertainment to include various genres of music including Rock en Español, Regional Mexican, Mariachi, Norteño, Banda & Pop. Cahuilla tribes will be invited to perform in the opening and closing ceremonies.


FOOD AND LIBATIONS Bar areas named “Oasis� will be set up at strategic locations in the Dancing the Dead area as approved by Alcoholic Beverage Control. Featured will be traditional Mexican delicacies.


HUESOS PARADE

This Sunday afternoon event, led by event performers will feature audience participation with prizesfor most unique costumes.


AFTER SUNSET As the Coachella desert sun sets over the purple hues of the surrounding Coachella mountains, the magical ceremonial colors, luminarias and lights of Dia de los Muertos will come alive with spiritual ceremony touching all present. • Battery operated candles will be available for audience purchase.


VORTEX OF LIGHT CEREMONY

Saturday Night will host a spectacular pyrotechnics show designed by internationally acclaimed PYROSPECTACULARS (pyrospectaculars.com) culminating with a ring of light creating a spiritual vortex transcending the sky.


THE VIP EXPERIENCE A VIP ticket includes: • Front of stage seating • Access to all VIP activities held in the 120’x80’ VIP Tent that include • Puro Hueso Fashion Show • Food, wine and tequila tasting to feature celebrated Latino Chefs and mixologists. • VIP Parking


MARKETING • Extensive creative – 12 month Social Media Facebook, twitter and Instagram posts. • Unique multiple purchase consumer reward programs. • Sponsor branded contests to include; Calavera Lane, Event poster and Kids mural. • Pre-event promotional opportunity at participant hotels. • Outdoor campaign • LED Billboards • Bus Tails • Bulletins • Television and Radio promotions. • Print in multiple publications throughout Southern California. • Urban marketing campaign throughout Southern California. • Extensive non-traditional on site branding.

Sponsorship opportunities begin at $25,000 Contact Karla J Castillo at Karla @DiaDeLosMuertosUSA.com Note: This presentation includes only partial elements.


2014 Dia De Los Muertos Presentation