The Coachella Valley Firebirds have introduced “Los Firebirds,” a new brand identity aimed at fostering pride, inclusion, and cultural connection throughout the desert community. The initiative is described as more than just a themed event; it is intended to be an ongoing movement that emphasizes culture, family, and community.
According to Gina Rotolo, Vice President of Marketing and Business Services for the Coachella Valley Firebirds, “Los Firebirds is the Firebirds through the eyes and heart of the Coachella Valley’s vibrant culture rooted in Hispanic heritage, but open to all. This is a celebration of community, unity, and shared orgullo (pride), designed to reflect and uplift every voice in our desert.”
Rotolo added, “This is a vibrant, growing branch of Firebirds Territory, welcoming everyone to participate in the experience, not just to watch, but to belong.”
The team will officially unveil the Los Firebirds brand during this year’s ¡VIVA INDIO! street festival on Saturday, September 13 from 5 p.m. to 9 p.m. in Downtown Indio. The event will highlight Hispanic pride and culture while offering fans their first look at the new identity.
Activities at the festival will include an exclusive Los Firebirds t-shirt giveaway (while supplies last), a pop-up store featuring official merchandise, appearances by Fuego—the team mascot—interactive games such as puck shooting, and other fan experiences.
Mayor Glenn Miller commented on the team’s involvement: “The Firebirds are more than just a team — they’re part of our community. We are so excited to have them join ¡VIVA INDIO! as we celebrate Hispanic heritage. Their unveiling of Los Firebirds adds even more excitement to a night that already promises incredible performances, food, and fun.”
Hockey will return on October 10th for the upcoming season. The organization offers various ticket packages—including full season options as well as half-season and nine-game plans—to accommodate different preferences.
More information about Los Firebirds can be found on their website at CVFirebirds.com or by following @Firebirds on social media platforms.
