RODRI Introduces New Signature Event to “Honor the Dead… Celebrate the Living”    STUDIO CITY, Calif., Sept., 10, 2014– Día de los Muertos or Day of the Dead, a long standing Latino holiday with indigenous roots dating back to Aztec times, has taken its place in mainstream culture boasting festivities worldwide. Though traditions may slightly differ among cultures, the holiday (typically taking place from Oct.31-Nov. 2) commemorates the dead and brings families together in enjoyment of life. In keeping with this celebrated tradition, Luz Entertainment in conjunction with the City of Coachella are proud to create the first Día de los Muertos USA spectacular two-day festival taking place on November 1st and 2nd at Rancho Las Flores Park in the City of Coachella. The festival is filled with celebrations of life–a full-on experience featuring art, entertainment and culinary enjoyment created by multi-talented artist-producer and President and CEO of Rodri Entertainment, Luz Entertainment Rodri J. Rodríguez.  “Día de los Muertos transcends the once a year celebration. It’s a way to honor the dead… celebrate the living,” said Rodríguez, Visionary Cultural Arts Advocate and Creator of MARIACHI USA, a festival that achieved its 25 year milestone at the legendary Hollywood Bowl this year. “Our festival reinforces a positive way of looking at life and death through the many experiences we provide.” “We’re excited to partner with Ms. Rodríguez, her accomplishments and vision are tremendous,” said Mark Weber, Economic Development Manager for the City of Coachella. “We anticipate Día de los Muertos USA will become an annual signature destination event attracting audiences from throughout the USA and internationally with thousands of new visitors enjoying the City of Coachella.” Día de los Muertos USA is an all-encompassing cultural event, featuring an all-star musical line-up of live entertainment with various genres of music including Cumbia, Regional Mexican, Mariachi, Norteño, Banda and Pop, with talent ranging from Conjunto Primavera to Los Tucanes de Tijuana to La Santa Cecilia. The festival will also feature the signature show MARIACHI USA.  The art component to the event is massive and will highlight ‘ofrendas-altars’ including artistic and themed altars paying tribute to various causes and artists such as the United Farm Workers, those who have passed from AIDS and iconic entertainment figures such as Selena, José Alfredo Jiménez, Shakespeare, Mozart and many more as well as a community altar for which attendees are invited to bring a photo of a loved one or pet to place on the altar. Día de los Muertos USA will also include large art installations in key locations throughout the park like the Catrina Runway show and the largest Pan de Muertos ever made. Guests may enjoy traditional holiday delicacies such as Día de los Muertos breads, churros, aguas frescas as well as an array of food truck and restaurant offerings. The event will be filled with fun the entire family can enjoy, such as themed face and body painting mask making and arts and crafts. For more information on the Día de los Muertos USA festival or to obtain General Admission or VIP tickets, visit or follow Día de los Muertos USA on Facebook @Dia de los Muertos USA and on Twitter @DayOfTheDeadUSA. For more on non-conventional, highly creative branding Día de los Muertos USA sponsorship opportunities or to obtain vendor information, contact   About RODRI ENTERTAINMENT, LUZ ENTERTAINMENT Rodri Entertainment, Luz Entertainment, founded in 1976 and headed by President and CEO Rodri J. Rodríguez, is an international entertainment production company. Rodríguez has played an instrumental role in the entertainment industry, her contributions can be seen as early as 1975 with the addition of the Latin Category to the Grammy Awards. Her international work has transcended boundaries across Mexico, Argentina, Chile, Brazil, Israel and Europe. Rodríguez is responsible for the creation of MARIACHI USA (1990) festival in Hollywood, Calif. Held at the Hollywood Bowl since its inception, MARIACHI USA was created to give mariachi music a forum for artistic expression and a way to celebrate the rich musical traditions. Most recently Rodríguez has created the two day Día de los Muertos USA (2014) festival in Coachella, California – a family oriented festival rooted in ancient Aztec tradition with focus on honoring the dead and celebrating the living through a celebratory experience featuring art, entertainment and culinary event. Rodriguez has served as Chair of the Board of Trustees for the Hollywood Arts Council and the Cultural Affairs Commission for the City of Los Angeles. She has received numerous advocacy awards and recognitions from many branches of government as well as other institutions including the Hollywood Arts Council’s Charlie Chaplin Award, the Hollywood Chamber of Commerce Hollywood’s Women of Distinction Award, the National Latina Business Women’s Association Business Woman of the Year Award and Latina Style Magazine’s Entrepreneur of the Year Award. Rodriguez currently serves on the Los Angeles County Fair Association and continues to create spectacular live event productions writing new chapters in the world of entertainment.