the Viva la Vida Festival and Parade

The Viva la Vida Festival and Parade is Austin's largest and longest-running celebration of Día de los Muertos. From 2015 to 2017 I gained increasing responsibilities as stage manager, volunteer organizer, and logistics planner leading to my eventual coordination of the entire festival. Under my direction, Viva la Vida saw:

  • 1MM+ media impressions worldwide (2016)
  • 500,000+ impressions of online educational resources
  • 50,000+ downloads of online educational resources
  • 10,000+ attendees in 2016 & 2017 (2015 indoors due to rain)
  • 2,500+ students served each year
  • 1,000+ parade participants each year
  • 500+ volunteers each year
  • 30+ vendors each year
  • 15 live acts on 2 stages (2016, 2017)
  • 10-strong production team
  • 1st, 2nd, and 3rd place Google Search listing for day of the dead related keywords

Viva la Vida 2017

For more photos of Viva la Vida 2017, please visit the website of the highly talented photographer Chris Caselli here.

In 2017, Orozco acted as Event Coordinator for the Viva la Vida Festival and Parade for the third year, overseeing the responsibilities for the entire festival. The City of Austin expressed trust in his abilities, and approved him as primary decision maker for all festival assets. Viva la Vida featured five areas of activity to celebrate Day of the Dead across two city blocks: Calavera Central (main, info, entertainment), Mariposa Makers Plaza (education), Muertos Mercado (vendors), Lowrider Lane (lowrider exhibition, food, entertainment), and the Graveyard (vendor extension). Viva la Vida coincided with Mayor Adler's announcement of a city-wide Day of the Dead initiative, and Adler himself led the parade. Over 10,000 people attended the event, with COA Transportation officials stating it was the most they had ever seen.

 

Role: Event Coordinator

Services provided:

  • On-site Event Coordinator
  • Permit and Policy consulting
  • Logistics manager
  • Event planning
  • Event design
  • Site and floor plan design
  • Partner development
  • Sponsorship leads
  • Brand messaging
  • Copywriting
  • Content direction
  • Marketing campaign concept
  • Press releases and interview scheduling
  • website design and maintenance
  • Parade marshal

Viva la Vida 2016

For more photos of Viva la Vida 2016, please visit the website of the highly talented photographer Chris Caselli here.

In 2016,  Orozco co-coordinated the Viva la Vida Festival and Parade. Advancing on previous contributions to logistics, stage management, and volunteer assignment, he spearheaded three game-changing additions: the addition of Brazos Hall as a venue, the expansion of the festival grounds to two whole city blocks, and the lowrider exhibition as parade finale. Besides these successes, Orozco oversaw all City of Austin relationships– meeting deadlines, presenting festival site plans, and permit compliance.  This was the first year the festival was projected to have seen over 10,000 attendees, and compiled media impressions topped 1MM, including a special feature in the Guardian.

 

Role: Event Co-Coordinator

Services provided:

  • On-site Event Coordinator
  • Permit and Policy compliance
  • Logistics manager
  • Event planning
  • Site and floor plan design
  • Partner development
  • Brand messaging
  • Copywriting
  • Content direction
  • Marketing campaign concept
  • Press releases and interview scheduling
  • website design and maintenance

Viva la Vida 2015

Orozco first joined the full time Viva la Vida efforts in 2015. After introducing the Taste of Mexico Festival earlier that year, he was poised to optimize the run of show and rebrand the festival with my communications team. He secured top talent for the performances, attended City of Austin logistics meetings, and crafted new language to promote the festival. Orozco implemented targeted marketing strategies and social media advertising, reaching far wider audiences that boosted attendance significantly. Venues reached capacity and set the stage for an earnest discussion of expansion with City of Austin officials the following year.

 

Role: Stage Manager & Rebrand Team

Services provided:

  • Logistics manager
  • Talent recruitment
  • volunteer recruitment
  • Floor plan consulting
  • Brand re-design
  • Targeted Marketing
  • Copywriting
  • Content creation
  • Press correspondence
  • Website design and maintenance