I remember the first time I came to the Valley when I was 14 years old. As a kid who grew up in Everett, Washington, I was more used to rain than sun. My dad and I flew into Palm Springs and rented a yellow convertible. I remember experiencing the smells and warm air as we drove to Palm Desert. We pulled into the amazing JW Marriott property, which was unlike any other hotel I had stayed at. I asked my dad if we could go to the most local place I could think of for dinner – California Pizza Kitchen. I was 14, so give me some grace!
Fast-forward to 20 years later, when I was given the opportunity to run the sales organization for The Desert Sun. I was so excited to be a part of this community and build new relationships with business leaders. My first day on the job, the City of Palm Springs was shut down due to COVID – not the most auspicious of beginnings. During this time of transition, production of Desert Magazine was discontinued by The Desert Sun. My boss came to me and said, “Tom, I need you to make something out of this magazine and bring it back to life.” I had worked in digital advertising for the past 15 years, but I had no idea how to create, publish, or sell a magazine. I didn’t know where to start! With the help of more people than I can mention, we changed this product into something that I can honestly say changed the way I think about community. Local matters, and I’ve tried to make sure that we kept true to this value with Desert Magazine.
The first issue came out five years ago. I tried to figure out who or what should be on the cover, as I wanted it to be meaningful. I met Heather Vaikona through an introduction from my friend Josh Bonner. When I learned about Life to Rise, I was intrigued about trying to find ways to get the organization’s message out to the community. What better way than to have their entire team on the cover for our first issue? I’ve done my best to continue that sense of community with the stories and content we create monthly.
The Coachella Valley is unlike any other community. It’s not only unique because of the amazing events that are held here like the Coachella and Stagecoach festivals, the BNP Paribas Open tennis tournament, the American Express Golf Tournament, the Palm Springs International Film Festival, and many other events that are hosted throughout the year. What makes Coachella Valley unique to me is the people. Relationships matter in business in all markets in the United States. However, relationships are essential in the Coachella Valley. The way that you treat people and your involvement in the community is the key to credibility. I am proud to call these business leaders my friends: John Bolton, Katie Stice, Rich Ramhoff, Steven Henke, Cindy Burreson, Greg Middleton, and many others that I had the honor of working with.
I receive countless emails from community members each month about how much they enjoy the content and stories in Desert Magazine. For a kid from a small town in the Northwest, being the publisher of this magazine was the most amazing experience I’ve had in business over the past 25 years. As I move to take on other initiatives for the Gannett organization and the USA Today Network, there will always be a place in my heart for the Valley and those friendships that I will have forever. Desert Magazine is in great hands with our editor-in-chief, Kent Black, who continues to cover stories that matter in the community.
Lastly, I wanted to say THANK YOU to our readers and community members, who I will remember forever. It has truly been my honor to bring this magazine to you.
Cowboys don’t say, “goodbye”; they say, “until we meet again.” So, until we meet again!
Best,
Tom Niva
Publisher, Desert Magazine
