As the Coachella Valley Music and Arts Festival approaches, excitement is building among local vendors and attendees alike. This year, Goldenvoice has invited several Coachella Valley businesses to join the ranks of food vendors at the festival, providing a unique blend of local flavors and experiences for festival-goers. Notable returning vendors include Everbloom Coffee, TKB Bakery and Deli, and Valley Fusion, which will collaborate with One Stop Taco Shop and FiveO3 Pupusas to serve delicious offerings across the festival grounds.
Alexis Jimenez, the owner of Valley Fusion, shared how the festival has significantly impacted their business. "Coachella helped us get our name out there, especially here in the valley," he stated in a recent interview. For the 2025 festivals, Valley Fusion plans to operate three locations at Coachella and two at Stagecoach, ensuring they cater to the needs of the 200,000 expected attendees.
Valley Fusion's food truck will be stationed in the campgrounds, operating from 7 a.m. to 3 p.m. and again from 11 p.m. to 3 a.m. Jimenez explained the logistics of serving food at such a large event: "You really have to have something big in the back of the house, so they give us a designated area where we can go ahead and park trailers and reefers." This setup allows them to quickly restock food supplies without navigating through heavy festival traffic.
Jimenez's sushi offerings might not be the first thing that comes to mind when one thinks of festival food, but they have become a hit. "We do all types of different sushi rolls when it comes to shrimp tempura, crab, avocado and spicy tuna. We have sushi burritos, chicken teriyaki for those who don’t like sushi, and spam musubi," he detailed. His signature drinks, including strawberry horchata and cucumber lemon, are also popular among attendees.
Despite initial skepticism about sushi at a festival, Jimenez has found success with his sushi burrito, which combines convenience with flavor. "The sushi burrito is a hit in every single festival. It’s basically a big sushi roll, with seaweed, sushi rice, spicy tuna and crab, and then a special creamy cilantro sauce," he explained. This portable option allows festival-goers to enjoy a meal while keeping up with the festival's energetic pace.
At last year’s No Values festival in Pomona, Valley Fusion saw overwhelming demand, with lines stretching nearly 100 people long. "We didn’t stop from the morning until night time, without a break, 13 hours nonstop. You’ve got to be ready for these festivals," Jimenez reflected.
Joining Valley Fusion at the festivals are other local favorites, including One Stop Taco Shop, owned by Arnulfo Valencia. Located on Indio Boulevard, Valencia expressed his enthusiasm for vending at Coachella and Stagecoach. "These are the moments you wait for. I was a plumber before, and now I’m in this business, and the community just welcomes me everywhere we go," he said.
Valencia's food has gained recognition at various festivals, including Camp Flog Gnaw and Rolling Loud. He prides himself on offering fresh, authentic Mexican cuisine, stating, "What you see here in my kitchen is what I take out there, so I give them everything fresh." His commitment to quality has garnered a loyal following among festival attendees.
Recently, Valencia has introduced a new chicken recipe that has quickly become popular. "I started fresh, with one chicken, and started ordering six boxes a week. Now I’m ordering more than 30 boxes a week with how much chicken I sell. It’s a big, big thing," he shared.
FiveO3 Pupusas, another local vendor, will also be present at Coachella. Owner Tito Pinto emphasized the importance of preparation for the festival. "We start preparing for Coachella many weeks in advance, about two months almost, and we start speaking to the suppliers, gathering our team together, and scheduling all the employees," he explained. This year, FiveO3 will have three booths at the festival, reflecting their growth and popularity.
Pinto also shared insights into the collaborative spirit among the local vendors. "Alexis reached out to me about three years ago and said he wanted to start something similar with his sushi concept. He’s been a sushi chef in the past, and he and his wife began this entire deal," Pinto noted. This camaraderie extends to sharing resources, such as a box truck, which helps all three businesses manage costs better during the festival.
FiveO3’s menu will feature a variety of pupusas, including mixed pupusas (revuelta), chicken pupusas, and vegetarian options. Pinto highlighted the authenticity of their offerings, saying, "My family and our roots date back to where the pupusas originated, back in an area of El Salvador where the Pipil culture inhabited." Their signature drink, Salvadorian horchata, is also a must-try.
In addition to local culinary offerings, FlixBus is expanding its service to the festival, providing a convenient transportation option for attendees from Los Angeles. With one-way tickets starting at just $28, the buses will feature Wi-Fi, power outlets, and luggage space. FlixBus will run its service on April 10 and 11, as well as April 17 and 18, with return trips scheduled for April 14 and 21. The buses will drop off at Coachella Lot 2A, Downtown Indio, and Palm Springs, making it easier for festival-goers to reach the event.
As the festival draws near, local vendors are gearing up for what promises to be another exciting year at Coachella. With a diverse array of food options and convenient transportation, attendees are sure to have an unforgettable experience while supporting local businesses.
