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Dual language (DL) programs have become increasingly popular in NYC. While recent scholarship has begun to identify non-Latinx families’ perceptions of these programs, it is still unclear how they play a part in Latinx families’ school choice process. This qualitative study uses the school choice literature as a conceptual frame for in-depth interviews with families and administrators in 3 NYC schools with Spanish strand DL programs. Findings suggest that school location, familiarity and environment are major factors in Latinx families’ school choice process. Latinx families who do not choose DL cite concerns with preparation for state testing in English, services for students with disabilities and limited middle school options. Administrators suggest that testing pressures and teacher recruitment hinder DL implementation.