This celebration honors Our Lady of the Pillar, the patron saint of Todos Santos, and commemorates the founding of the town. The festival usually lasts about five days and offers a variety of activities for the whole family. In the main plaza, visitors can enjoy fairs and live music performances, while evenings feature dancing to local bands. There are also numerous stalls with traditional food and drinks. A highlight of the celebration is the parade of horse riders and an impressive equestrian show, typically held on October 13 and 14, which is a favorite for attendees of all ages.

Our Lady of the Pillar is the title given to the Blessed Virgin Mary for her miraculous appearance in Zaragoza, Spain, during the early spread of Christianity.