During this season, both year-round residents and seasonal visitors would whip the Valley into a social frenzy – from galas in Palm Springs to polo at the Empire Polo grounds in Indio. The perimeters of “the season” have grown and expanded considerably. Of the nearly 100,000 seasonal residents who increase the Valley’s population by about 18%, many arrive before Modernism Week in October and many stay after the music festivals are over in May.
The idea of a set season in the Valley has become an illusion. Of course, that’s not to say that January still isn’t the kicker; it always has been. The Palm Springs International Film Festival begins on Jan. 2. This year, we’ll be treated to films such as “Bob Mackie: Naked llusion” (featured on the cover and in this issue), festival opener “Better Man,” “The Penguin Lessons,” “Reading Lolita in Tehran,” “Millers in Marriage,” and countless other films – foreign and domestic, major studio productions, and small-budgeted indies.
The American Express golf tournament gets underway at PGA West and La Quinta Country Club on Jan. 13, just when we’re blinking our eyes and getting used to sunlight again. Amateur champion Nick Dunlap will return and compete alongside professional goliaths like Justin Thomas, Xander Schauffele, and world-number-one-ranked Scottie Scheffler.
There is a lot to celebrate. For our team at LocaliQ and Desert Magazine, this month marks the rebranding of our magazine, the launch of our completely new website, and a campaign of new social media initiatives and localized events (details to come).
I guess in journalism, that’s called “burying the lede.” After working with media partners such as Media Publishers and La Quinta-based Pocial for months, we’re super excited to introduce a revitalized and re-energized Desert Magazine. If you want to see what we’re up to, visit the website, sign up for our weekly newsletter, and follow us on Instagram.
We’re making plans, and we want our community involved. It is all part of our commitment to celebrate the Coachella Valley.
