The Coachella Valley in California, known for its scorching heat and hosting the famous Coachella Valley Music and Arts Festival, is also a major producer of dates in the United States. Claudia Lua Alvarado, along with several other small ranch owners, not only harvest dates from their land but also use their properties as event venues for celebrations such as weddings and quinceañeras. These ranchos offer large outdoor spaces for family gatherings at a more affordable price than upscale hotels in the resort areas.
Due to the increasing popularity of hosting events outdoors, especially after the COVID-19 pandemic, the ranchos have faced complaints from neighbors concerning noise and code violations. This led to local authorities imposing fines and citations on the venues. To address these issues, Riverside County’s board of supervisors approved a plan in June that allows ranchos of a certain size to host private events while maintaining a portion of the property for agriculture. V. Manuel Perez, a county supervisor, emphasized the importance of providing accessible and affordable event spaces, particularly in a region with a large Latino population.
The Coachella Valley has a long history of date cultivation, dating back over a century when offshoots were brought from the Middle East to see if they could thrive in the desert climate of Southern California. Riverside County is home to nearly 10,000 acres of date palms, making it the top date-growing region in the country. Mark Tadros, a date grower at Aziz Farms, highlights the contribution of ranchos to the industry, as they provide a significant amount of fruit for packing houses. The new permit system aims to encourage landowners to plant more date palms, ensuring the sustainability of the industry.
Carlos Ulloa, another ranch owner in Thousand Palms, has embraced the cultivation of date palms on his property after initially focusing on other animals. Seeing the value of date palms, Ulloa is now working to expand his ranch with more palms and will apply for the new permit to qualify as a date property. These ranchos not only offer a space for events but also serve as a way to preserve Latino traditions, such as quinceañeras, by providing affordable options for families to celebrate significant milestones.
The ranchos in the Coachella Valley play a vital role in providing event spaces for the predominantly Latino community, allowing families to celebrate important occasions without breaking the bank. As the region continues to grow and evolve, the ranchos are seen as an integral part of maintaining the cultural heritage of the area. With the new permit system in place, ranch owners like Alvarado and Ulloa are hopeful for the future of their businesses and the continued success of the date industry in the Coachella Valley. The unique combination of date cultivation and event hosting sets the region apart as a destination for celebrations and cultural gatherings.
