HL | Culture
Día de los Muertos | Culture, Community and Entrepreneurship
At Hollywood Forever, an invitation from Toyota introduces HL to three entrepreneurs whose businesses are driven by creativity, family and opportunity.
Article by
Richard Sandoval
t was a beautiful Southern California afternoon. The sun was shining, music filled the air, and families gathered at Hollywood Forever Cemetery for the 27th annual Día de los Muertos celebration.
Throughout the historic grounds, colorful costumes, elaborate ofrendas honoring loved ones, traditional foods and live entertainment created an atmosphere filled with culture and community.
This year’s celebration, themed All Under One Sky – Bajo un Mismo Cielo, brought visitors together ahead of Día de los Muertos, traditionally observed November 1 and 2.
Our friends at Toyota invited HL to experience the festivities and meet three entrepreneurs whose stories demonstrate how family inspiration, creativity and reliable transportation can contribute to building a business.
Levi Flores | Brewing His Future with Eye_vel
At just 21 years old, Levi Flores is already discovering the challenges and rewards of entrepreneurship.
Founder of Eye_vel, Levi launched his mobile coffee business approximately eight months ago, combining his appreciation for mid-century design with traditional Mexican flavors.
During his first month, he relied on expensive U-Haul rentals to transport equipment to events.
Then his mother gave him a 2004 Toyota Sienna, providing a practical solution that helped him move his business forward.
At Hollywood Forever, Levi shared his mobile coffee experience, featuring café de olla and fresh pan de muerto. During our conversation, he also spoke enthusiastically about hot chocolate inspired by his mother’s recipes.
When asked about his biggest lesson as a new entrepreneur, Levi emphasized preparation and making every event count.
His next ambition? Expanding his mobile coffee operations and eventually opening a café.
For Levi, a gift from his mother helped turn his entrepreneurial vision into a growing opportunity.
Melissa Rojas | Chasing Camilla
Traveling from San Antonio, Texas, Melissa Rojas introduced us to Chasing Camilla, her women’s clothing and accessories brand named after her daughter.
When Melissa started her business, she didn’t own a vehicle. After three years of hard work, she was able to purchase her first Toyota RAV4, allowing her to transport merchandise and participate in pop-up markets.
Her business began with handmade pieces created by her madrina and expanded to include clothing and accessories produced by artisans in Mexico.
Today, Melissa operates her mobile boutique using a 2026 Toyota 4Runner and is preparing for another milestone: opening her own storefront in San Antonio.
Her journey reflects how an idea inspired by family can grow into a business that creates opportunities while celebrating cultural traditions.
Denise Romero | Belleza Tarasca
For makeup artist Denise Romero, Día de los Muertos carries a deeply personal meaning.
Founder of Belleza Tarasca, Denise specializes in Catrina-inspired beauty transformations using airbrush techniques.
Her inspiration began with her grandmother in Michoacán, Mexico, who introduced her to the traditions of Día de los Muertos and encouraged her creativity.
Although her grandmother passed away in 2000, Denise continues honoring her memory through her artistry while sharing those traditions with her daughters.
Operating her mobile beauty business from a 2023 Toyota Corolla, Denise travels to events and communities, sometimes driving several hours to serve clients.
For Denise, her vehicle provides the transportation she needs to operate her business, while her artistic work preserves an important family legacy.
Toyota | Celebrating Legacy and Ambition
One of the most interesting aspects of the afternoon was Toyota’s approach to recognizing Latino entrepreneurs.
Its activation featured four vehicles, including three operating mobile businesses, a vintage 1974 Toyota truck and a photo experience celebrating family memories.
Rather than simply displaying vehicles, Toyota created an opportunity for entrepreneurs to introduce their products, demonstrate their talents and connect with potential customers.
Each business illustrated the practical role transportation plays in helping entrepreneurs pursue their ambitions.
From our perspective as storytellers, the experience was especially rewarding. We appreciated the opportunity to meet several business owners in one location, hear their journeys firsthand and share their experiences with our audience.
It was a thoughtful example of how a corporation can recognize the entrepreneurs and families who are part of the communities it serves.
Below are photographs from our experience at the 27th Annual Día de los Muertos celebration at Hollywood Forever Cemetery in Los Angeles on October 24, 2026. These images capture just a glimpse of the artistry, traditions, and sense of community that made the afternoon so memorable.
People, Stories and Experiences
As we continued enjoying the celebration, surrounded by beautiful altars, music and families honoring loved ones, we were reminded that Día de los Muertos is about the memories and traditions connecting generations.
Those connections were reflected in the entrepreneurs we met.
A mother building a clothing business inspired by her daughter. A young man pursuing his passion for coffee with support from his mother. An artist honoring her grandmother through creativity.
Different businesses. Different journeys. A shared commitment to family, culture and creating opportunities for the future.
For HL, it was another memorable afternoon discovering the people and stories that define our communities.
HL thanks Toyota for the invitation and the opportunity to meet these entrepreneurs.
Event information: 27th Annual Día de los Muertos at Hollywood Forever
HL | PRODUCTION CREDITS
Editorial & Photography: Richard Sandoval
Video Production: Nicholas Sandoval
Produced by: HL Media Network
This gives Nicholas appropriate recognition for his production work while keeping the credits professional and consistent with HL’s editorial presentation.
EDITOR NOTES | A Celebration of Family and Remembrance
Over the years, I’ve experienced smaller Día de los Muertos celebrations, but this was my first opportunity to attend an event of this magnitude, and sharing the afternoon with my family made it even more memorable.
Our photographs only begin to capture the extraordinary creativity and detail of the altars throughout Hollywood Forever. Some were deeply personal tributes to loved ones, and I made an editorial decision not to share those images out of respect for the families and the memories being honored.
What impressed me most was the genuine sense of community. Families were walking together, enjoying the music, sharing food, admiring the artistry and celebrating their traditions on a beautiful Southern California afternoon.
It was a reminder that Día de los Muertos is as much about celebrating life and family as it is about remembering those who came before us.
I’m grateful we had the opportunity to experience it together.
I welcome your thoughts, ideas, and suggestions for future stories. Whether it’s a personal experience, an inspiring individual, or an important issue affecting our communities, I’d like to hear from you.
Email me at RDS@HispanicLifestyle.com, connect with @HLTV on Instagram, or follow Richard Sandoval on LinkedIn.
Let’s keep the conversation going.