In 2009, David Pierce, the executive director of Denton’s Day of the Dead Festival, decided to bring his love of music and Halloween together to create a themed musical titled Cirque du Horror in Denton. Two years later, he launched the first Denton Day of the Dead Festival, which combined American Halloween lore with Dia de Los Muertos themes.
The context: The three-day festival is one of the biggest attractions to Denton’s monthlong Halloween festivities and takes place during the final full weekend in October.
In 2025, Pierce said the festival brought in 30,000-35,000 people for that Saturday, the event's busiest day. Now the city of Denton, community members and local businesses are involved in an annual celebration that boosts the local economy.
“The businesses started realizing this was going to be one of their best days of the year," Pierce said. "It grew into their best day or weekend of the year, which has grown into the 31 Days of Denton Halloween.”