Coachella Valley's Date Ranches Double as Event Venues Amid Growing Demand

COACHELLA, Calif. — Claudia Lua Alvarado, a 49-year-old fashion designer, has transformed her 8-acre property into a thriving event space, capitalizing on the scenic backdrop of towering date palms. Located in a desert community east of Los Angeles, her ranch caters to the Coachella Valley’s predominantly Latino population, offering affordable venues for celebrations such as weddings and quinceañeras. The region, known for its extreme heat and the annual Coachella Valley Music and Arts Festival, produces over 80% of the nation’s dates, thanks to its arid climate and abundant groundwater. Despite the lucrative potential of date farming, many small ranch owners, including Lua Alvarado, struggle to make ends meet solely through date sales. They often juggle other jobs while running their ranches as event venues, providing large outdoor spaces at lower costs than upscale hotels in nearby Palm Springs. The popularity of these ranchos has surged, particularly post-pandemic, as families seek outdoor gathering spaces. However, this increase in activity has led to complaints from neighbors about noise, prompting local authorities to issue citations for violations. Mark Tadros, a date grower and event host, emphasizes the importance of these ranches in the local economy, noting that while they may not be the largest producers, their contributions to the industry are significant. As the demand for outdoor events continues to rise, ranchos are filling a vital niche, allowing families to celebrate affordably while embracing the region's agricultural heritage.