Like many urban Catholic schools, St. Mary of Carmel Catholic School in Dallas, Texas, is faced with many challenges: filling empty seats; supporting increased costs; and, possible closure. The small parish is primarily Latino, but few parish families are enrolled in the school. This action research project used in-depth interviews to examine parishioner-parent perspectives on the importance of Catholic education in the Latino community. Understanding the perspectives of parishioner-parents is a key step toward the ultimate goal of developing a marketing plan that attracts and engages Latino families. Participant interviews show that Latino parents believe Catholic schools are better than area Dallas Independent School District (DISD) schools in academics and preparing students for high school, and better than other religious education programs in teaching the Catholic faith. Ultimately, the study showed that these Latino parents strongly desire to send their children to Catholic schools.