After more than a year of the pandemic, the only direction to look is forward informed by what the entire Coachella Valley, the nation and the world have endured, an area chamber board member said during a recent interview.
“Once it is truly safe to begin gathering, we are all looking forward to resuming community events and engaging in-person with one another," Coachella Chamber of Commerce board member Aurora Saldivar told Desert Magazine. "From welcoming new businesses to being able to celebrate milestones such as project groundbreakings and ribbon cuttings, these in-person activities are closer on the horizon thanks to our diligent efforts to follow the public health guidelines necessary to keep each other safe.”
This city has been hit hard by COVID; that much is not unique. Yet, Coachella has a healthy understanding of who it is and will be.
"I truly appreciate the City of Coachella’s active commitment to arts and culture," Saldivar said. "Even more so during a pandemic, art is needed to keep people connected, celebrate our vibrant community culture and share hope."
The pandemic didn't stop art from happening in Coachella.
"Recently, a new mural, ‘Angel of the Desert,’ was completed in downtown Coachella, and I am excited to see the arts continue to flourish as part of the city’s vision," Saldivar said.
In addition to serving on the Coachella Chamber board, Saldivar also is communications director for Assemblymember Eduardo Garcia, who has represented the 56th District since his election in 2014. The 56th District includes Blythe, Brawley, Bermuda Dunes, Calexico, Calipatria, Cathedral City, Coachella, Desert Hot Springs, El Centro, Heber, Holtville, Imperial, Indio, Mecca, Oasis, North Shore, Salton City, Thermal, Thousand Palms and Westmorland.
The pandemic spotlighted problems that existed in the before time but became worse as lockdowns, the scramble for resources and blows to local, national and worldwide economies became entrenched.
"Lack of internet access or strong connectivity made it especially difficult for our businesses, residents, students, and educators trying to navigate the day-to-day from home," Saldivar said. "These disparities are even greater in our more rural Eastern Coachella Valley area."
Poor connectivity is and was an issue that Garcia, former Coachella mayor, has worked hard to address in the state assembly and as a member of the California Department of Education’s task force. Garcia's aim has been to close the digital divide in the Coachella Valley.
COVID-19 presented many other challenges to Coachella and "has disproportionately impacted underserved communities of color and rural agricultural areas" while placing an especially heavy burden on area small business owners who have had to adapt and re-organize, Saldivar said.
"Our small businesses are integral not only to our regional economy but to the overall soul of our community," he said. "It has become more important than ever to support our small businesses and restaurants, who have invested their talent and dreams in our community, by shopping and dining local as much as possible.”
Local agricultural industry has faced "unprecedented challenges" and hardworking area farmworkers are among "our most at-risk populations" in the greater Coachella Valley, Saldivar said.
"We must acknowledge the tremendous sacrifices and contributions of all our essential workers like our healthcare professionals, public safety members, grocery store workers, and farmworkers, many who have not stopped working throughout this pandemic in order to keep our communities running," she said.
Like other towns in the valley, Coachella has made its way through the pandemic by finding that we really are better together.
"Our community is incredibly grateful for the City of Coachella and Mayor Steven Hernandez's leadership during this difficult time," Saldivar said. "The City of Coachella has stepped up its support for residents, small businesses, and nonprofits, working together with regional partners to obtain important pandemic resources all while moving forward full steam ahead with important affordable housing and infrastructure projects."
Saldivar also credited the Greater Coachella Chamber of Commerce for its quick mobilization and acting as a pandemic assistance call center. Area residents were able to call the center with questions, and small businesses found the center to be an information hub as the pandemic progressed and much-needed resources became available.
"Our strong bonds of community partnerships and collaborations were truly evident during this crisis as local organizations, businesses, health entities, and all levels of government came together to conduct public health outreach, share resources, and meet the most urgent needs of residents," Saldivar said.
Saldivar was hesitant to say how much of Coachella's focus is toward after the pandemic.
"As much as I miss the City of Coachella's signature community events, defeating this pandemic, making it safely through this public health crisis, and being able to see each other’s smiling faces again is the No. 1 priority," she said.
Coachella is famous for vibrant, cultural, community events, particularly as fall approaches and the annual event season kicks off the annual Fiestas Patrias - El Grito Celebration, drawing thousands to the city.
"That event is followed up by the Tacos, Tequila, and Chavelas festival with awards for the best tacos, the Run with Los Muertos, which entirely transforms our downtown area with art in honor of Dia De Los Muertos, and then the year comes to wrap with the city’s decked-out holiday parade," Saldivar said. “It is tough to pick a favorite. They are all unique, family-friendly, and, in Coachella, you can always expect the most delicious food."
The pandemic isn't over, but those events - and so much more - will return to Coachella.
"Our community is resilient, and we will continue to make it through these challenges together, stronger than ever," Saldivar said. "As we continue to make progress with vaccinations, I am optimistic about brighter times ahead for us all."
