Ruben R. Gonzalez, Oralia ‘Yaya’ Ortiz: Warm-hearted, kind, and generous with open smiles, partners Ruben Gonzalez and Oralia ‘Yaya’ Ortiz grew up in Coachella, CA. Dedicated to inspiring disadvantaged youths and promoting the arts and music, they, along with a group of volunteers, friends, and family, have helped to create a cultural uprising in the eastern area of Coachella Valley.

Ruben, a busy Coachella contractor, has been mentor to many. Assemblyman Eduardo Garcia owes a great debt of gratitude to Ruben. As a 17-year old without direction, Ruben mentored him, kept in contact, and encouraged him to reach for higher goals. Eduardo did just that; he went to the University of California, Riverside, earned a master’s degree, became Coachella’s first elected mayor, and now serves the State Assembly. Ruben has that special gift of giving hope for the future to young people through sharing his own experiences and caring enough to reach out. His family worked with Cesar Chavez, the civil rights activist who did much to help Coachella Valley farmworkers. Growing up in that environment has inspired Ruben to do what he can to help his community and honor his culture.

Yaya, Director of Culturas Music and Arts, is also on the Cultural and Arts Commission in Coachella. She has been honored by Palm Springs Life as a nonprofit leader at the Women Who Lead 2019 Luncheon and previously worked at Shelter From the Storm, a comprehensive domestic victim assistance service and shelter provider located in Palm Desert. Yaya has continued a working relationship with the shelter who provides Yaya with clothing, toiletries, and toys to give to needy families.

Ruben and Yaya are both music and art lovers. Their home is filled with art, much of it by local artists, and folk crafts that they have collected. Their home is decorated in beautiful, rich Mexican colors. Ruben grew up in a home filled with music and art. His mother was a composer, and all 12 of his siblings are involved in the arts.

Culturas Music & Arts: Culturas Music and Arts is a non-profit organization conceived in 2008 by a group of friends, co-founded by Ruben and Yaya. It started with Ruben’s Ranch, an amazing destination venue for music, gatherings, and political events. Like a Mexican zócalo, or town plaza, there is a bandstand and the Vato Loco Café, a place for sharing food and a unique stone cantina. There is also a retro children’s play area, sculptures, culturally relevant bas-relief art on the walls with stunning art-filled walkways throughout.

The Ranch began as an idea in 1981 when Ruben bought the property in the farming countryside outside of Coachella. Building began in 1985, initially as a compound to share with family and friends. By the early 1990s they began having music and political events at the Ranch. Among multiple charity events, there have been low rider car shows held to fund scholarships for underprivileged kids.

In 2008 an art event was held to showcase young, local artists. It was the first time that they had a chance to display their work. And that led to the start of Culturas Music and Arts. The Culturas mission is to form strong, positive community values,through cultural understanding, artistic awareness by insuring a safe, healthy, educational environment that promotes art, music, dance, and theater. Their purpose and commitment is to provide a program where self expression, creativity, and diversity can be appreciated. The goal is to keep youth and other community members engaged in healthy, creative, and interactive activities that will empower them to take pride in themselves and their community. There is a large group of struggling young people in Coachella with few resources. Ruben and Yaya want to help those that are willing to make a change for the better.

Coachella Shady Lane Mural: The Culturas Music and Arts first project was completed in 2012. The story of Chicano-Mexican history is on a wall across from Dateland Park in Coachella. The mural, one of the longest in the state, is over 1000 feet long. Painted by 100 volunteer artists and first-time muralists, many were graffiti artists and taggers who learned a bit of history and a lot about their own culture in preparation for painting the different eras. These eras span from the pre-Columbian era to Zoot Suits, Cesar Chavez to Latino Rock and Roll artists. The people of Coachella take great pride in the mural and hold great respect for Ruben and Yaya; in the 12 years since it was completed the mural has never been vandalized.

Synergy Music & Arts and Car Show Festival: This annual festival, organized by Culturas Music and Arts in Dateland Park, sprang from an art event that was held in 2009 across the street from the Shady Lane Mural. It was the first time in the desert communities that graffiti artists were able to express themselves on a public project. Young people said, “It’s about time we had something for us.” The Synergy Festival is held to promote underground graffiti and hip-hop artists, local crafters, food vendors selling tamales, burritos, and other Mexican fare. The festival has music, live painting, and a car show with more than 200 classic cars. It’s one day of unity, tolerance, and self-expression, encouraging engagement in art, music, and culture.

Women Rising: Women Rising is a festival also sponsored by Culturas Music and Arts in partnership with the Alliance of California Traditional Arts (a private non-profit organization). It is an event for all. Born at Reuben’s Ranch with a music event, the festival is now in its 12th year and will be held March 16, 2024, from 11:00-3:00 at Spotlight 29 Casino.

The motto of Women Rising says it all. The festival is all about, “empowering women, celebrating local women, entrepreneurs, artists, and their accomplishments,” touts the Facebook page. It is for women who almost go unnoticed, volunteering in addition to working. Awards are for recognizing the contributions to local, national and/or international communities and individuals.

This year’s Women Rising awards will be given to the following:
Lifetime Achievement Award: Rosa Martha Zarate Macias, known as a heroic singer, composer, and popular community organizer, committed to serving others.
Woman Warrior Award: Perla Penalber
Más Chingona Award (“Most Badass Award”): Celina Jimenez

“Festival del Rebozo,” is the theme of this year’s festival. The rebozo, or Mexican shawl, has come to symbolize feminine strength, resilience, and resistance in times of change. Historically, rebozos were used at the first birthing as swaddling, in church to cover a woman’s hair, as a wrap when a coffin couldn’t be afforded, to carry guns and ammunition to the men fighting during the Mexican Revolution of 1810-1821, and many other everyday uses. In Mexico, rebozos have different dyes, materials, designs, and braiding of the tassels depending on the region. Five major states make them with the finest being able to be passed through a ring. During the festival, there will be a buffet luncheon, entertainment (including singing by this year´s Lifetime Achievement Award winner), flowermaking, a fashion show, and a “tiendita” where unique artisan wares can be purchased. There will also be a silent art auction. All proceeds will benefit the organization’s Center for the Arts and Music.

The land for The Center for the Music and Arts has been allocated by the City of Coachella and is to be built at Vine Street and Second Street. Centered on helping at-risk youth, it will offer career training in the arts, media, drama, and theater and will also teach how to run a business. Not all kids can go to college. For some, their paths lead them in a different direction. Ruben and Yaya want to provide an alternate opportunity.

Another project taken on by Culturas Music and Arts is the revamping of an old Fed Ex truck that will be used as a Mobile Art Outreach, taking art out into the community. Eventually, the plan is to hire artists to go out into the disadvantaged communities of Mecca, Oasis, Thermal, and the Salton Sea area. Just this month, a Creative Corp Inland SoCal grant through the Inland Empire Community Foundation (IECF) was provided to help develop this program.

Coming in the not-so-distant future, Culturas Music and Arts hope to connect the Shady Lane Mural to the Coachella Art Walk and have a gallery and a new sculpture garden added. Culturas Music and Arts is reaching out to bridge the eastern and western Coachella Valley and connect the Low-Desert to the Hi-Desert and beyond through art, music, and cultural sharing.

To find out more about Culturas Music and Arts and their current ventures, visit their website at www.culturasmusicartscv.com