COACHELLA, Calif. — Amid chants and the crackling energy typical of his campaign rallies, former President Donald Trump took the stage on October 12, 2024, at Coachella, California, notorious for its music festival but now pivoting to political fervor. This marked yet another push on his road to the presidency, but this time he set foot in one of the most solidly Democratic states just weeks before Election Day. Why would Trump venture here, knowing California is almost certain to vote against him?
Trump has never been one to shy away from challenging territory. Previously, he lost California by landslide margins—over 6 million votes behind Democrats during the 2020 election. Yet his presence in the state wasn’t merely symbolic; it was strategic. His campaign aims to galvanize followers, mobilizing volunteers, and capitalizing on the media spotlight available from California’s vast voter base, which includes heavily populated urban centers like Los Angeles.
Attendees at the rally braved soaring temperatures—nearly 100 degrees—sharing tales of their unwavering support for Trump. Tom Gibbons, one enthusiastic supporter from Palm Desert, noted, “It’s like a convention of like-minded people. Everybody understands the heartbeat of America, the plight of the working man... It’s reassuring.” Indeed, the rally felt more like a thriving event than merely another campaign stop.
Trump’s rally was rich with theatricality and crowd interaction, typical of his past events. He took on hecklers with vitriolic barbs, dishing out insults interspersed with darkly humorous jabs. When faced with interruptions, Trump quipped, “Back home to mommy, she goes back home to mommy... and she gets the hell knocked out of her.” Such remarks echoed his historical penchant for cultivating aggressive rhetoric, reminiscent of past instances where he encouraged supporters to react violently to dissent.
His language during these moments seemed more than mere entertainment; it invoked imagery of conflict, with Trump asserting, “We are known all throughout the world now as an occupied country.” He painted the nation’s current state as apocalyptic, prompting cheers and jeers alike from the audience. Throughout his speech, Trump leaned on an anti-immigrant message, describing migrants as threats and casting the election as “liberation day.”
California’s own Democratic Governor, Gavin Newsom, predicted the former president would not highlight the state’s strengths but rather focus on its alleged failings, noting, “For the first time, California has more Fortune 500 companies than any other state.” Yet Trump’s portrayal was starkly different as he coined the phrase “occupied country,” relating it to perceived loss of control across various states due to illegal immigration. His fervor was palpable as he declared, “We’ve got people taking over parts of Colorado, we have people taking over other states.”
This rally wasn't just about rallying support; it was also aimed at fundraising. Tickets to snap photos with Trump were going for as much as $25,000, demonstrating the former president’s ability to tap affluent supporters, even within the blue state. Republican strategist Tim Rosales pointed out the importance of such events, arguing they energize conservatives and mobilize efforts aimed at keeping Republican prospects alive, even when national trends may not favor them.
The Coachella event represented an aggressive strategy by Trump’s campaign to encroach upon areas traditionally viewed as Democratic strongholds. Political consultant Tim Lineberger emphasized this was about activating local supporters and leveraging resources within California, which hold significant potential for swinging races across the nation. Trump’s campaign delivered messages aligned with those from competitive swing states—echoes of broader themes are woven throughout his messaging, continuously appealing to fears and frustrations concerning immigration, crime, and economic disarray.
At the same time, Trump’s rhetoric has often faded from outright policies to symbolic gestures and theatrical exchanges. Referring to Democratic opponents, including Vice President Kamala Harris, he traded barbs with the crowd, who erupted after jibes about her intellect and policies. An attendee yelled, “Ka-MAL-a sucks!” Mispronunciations echoed throughout the sea of supporters, creating waves of laughter and rowdy cheers.
Despite California being historically unfavorable terrain for the GOP, Trump’s strategy presents efforts aimed at altering the narrative: winning not just battleground states but also emphasizing total voter turnout. Jim Brulte, a former chairman of the California Republican Party, underscored this sentiment, remarking, “Trump is angling for something elusive; he wants to win not only the Electoral College but the popular vote as well.” This ambition, he asserted, is fueled by California’s staggering number of registered voters.
Trump’s prolonged engagement with California follows other recent visits, emphasizing his desires to leave no stone unturned. From rallies to meetings focused on smaller, impactful conversations like the roundtable with Latino leaders, he showcased his ability to blend entertainment and anecdotal anecdotes with traditional campaigning. “It’s important to show them we’re here,” he remarked during one such event, underscoring the significance of outreach to diverse demographics.
The rally coincided with past weeks filled with controversies, including careless comments and wild claims about events affecting U.S. interests, demonstrating how Trump navigates spills of rhetoric and how this shapes the national dialogue.
The Coachella rally encapsulated the high stakes of the current election season, and with November 5 on the horizon, Trump's words and actions will likely resonate well beyond the heat of the California desert. His unrelenting campaign to incite loyalty, engage vigorously with supporters, and strategically position himself among Democratic heavyweights outlines the road he walks toward yet another shot at the presidency.
