Isning Multimedia
Jordin Sparks takes the stage at Celebrate CV.
Celebrate CV – a free, family-friendly outdoor community celebration – is the non-profit brainchild of three Coachella Valley dads and businessmen. Headlined by Jordin Sparks (the winner in 2007, at age 17, of the sixth season of “American Idol”), the entire inaugural extravaganza ushered in a new era of community events catering to families. Sparks was definitely a big draw for many attendees, but once folks got to the event they were thrilled with the myriad offerings and activities.
The festive December 30, 2022, street fair and concert drew 5,000 visitors – some from as far away as Los Angeles and San Diego. Tom Niva, the VP of sales and publisher of Desert Magazine; Greg Middleton, founder of Pocial, a digital media company; and Raju Mehta, community leader and owner of El Paseo Jewelry Exchange, came together and agreed there was a need for a community event that celebrated families. The goal was to put a spotlight on life in the Valley beyond the more familiar appeals of desert living. Niva, Middleton, and Mehta wove business and marketing skills together to create the first of many outstanding social gatherings. Middleton says, “COVID changed the landscape, and with the exodus from Los Angeles and other urban areas, the number of young families has swelled in the Valley.” The three fathers wanted to highlight youth programs and fill that hole in the community. Retirees, snowbirds, LGBTQ folks, artists, modernists, technology experts, golf players, and tourists all find fun and freedom in our beautiful corner of the desert, and by offering a free event with something for everyone, the family-friendly spectacle has only expanded the tent. Niva says, “We realized there was a serious need for this, and a lot of the planning was organic.” Sponsors included Hotel Paseo, Desert Magazine, El Paseo Jewelers, Bennion Deville Homes, News Channel 3, Renova Energy, and Pocial.
The core team, event sponsors, local businesses, and individual participants worked together to create not only a stellar experience but one that bolstered local businesses. Middleton says, “The team was incredibly professional and local restaurants and shops were blown away with how unintrusive the scene was. By the next day, El Paseo and the gardens were back to normal.” One upscale local restaurant saw one of its biggest nights and another had to call in more workers because they were so busy. Niva mused that events like this can be part of a strategy to help revitalize the local economy.
Initially, the idea was to have a New Year’s Eve event and drop a diamond at midnight, but the organizers moved it to the day before the last day of the year when they realized that many parents make New Year’s plans sans children. This event included the Sparks concert, other musical performers, numerous food trucks, a kids’ zone, and contests. The kids’ zone, located at one end of the event space, offered face painting, putt putt golf, basketball, and pickleball, as well as arts and crafts organized by the Children’s Discovery Museum of the Desert. The normally upscale El Paseo area was buzzing with energy and happy children with wearable art on their cheeks. A robust promotion and active social media engagement brought families from all over the Valley. A social media-inspired gallery of photos of the fun garnered numerous likes with the hashtag #celebratecv. The spirited fun of the event was visible on the happy faces of folks enjoying the outdoor party.
The three founding members are committed to privately funding and hosting these free events, without taxpayer dollars used, and all proceeds – beyond the costs of the event – will go to the YMCA. They hope to expand the footprint and the events. Niva says, “There is no reason that this should just be an annual gathering.” So, be on the lookout for future Celebrate CV events!
