How The Dia de los Muertos 5k Run Became a Reoccurring Success
Carlos Jaramillo, race director and founder of the Carrera de los Muertos, a 5k run through Chicago's Pilsen neighborhood, shares the business lessons learned in the 11 years since founding the event.
The Pilsen neighborhood, located in the Lower West Side of Chicago, is steeped in history. Once an Eastern European immigrant enclave, glimpses of the Old World are still visible as baroque-style architectural buildings stand strong along Ashland Avenue and 18th Street. The neighborhood now boasts a unique, undeniable mix of Mexican culture and modern artistry.
The race coincides with the Day of the Dead, a Latino tradition rooted in Mesoamerican culture. For centuries, this holiday—based on All Souls Day—commemorates the deceased by building altars, or ofrendas, with favorite items and significant possessions from loved ones. This holiday doesn’t revolve around the idea of death—rather, it’s a celebration of life.
The Pilsen neighborhood, located in the Lower West Side of Chicago, is steeped in history. Once an Eastern European immigrant enclave, glimpses of the Old World are still visible as baroque-style architectural buildings stand strong along Ashland Avenue and 18th Street. The neighborhood now boasts a unique, undeniable mix of Mexican culture and modern artistry.
The race coincides with the Day of the Dead, a Latino tradition rooted in Mesoamerican culture. For centuries, this holiday—based on All Souls Day—commemorates the deceased by building altars, or ofrendas, with favorite items and significant possessions from loved ones. This holiday doesn’t revolve around the idea of death—rather, it’s a celebration of life.
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