The Coachella Valley Firebirds hockey team will launch its new brand, Los Firebirds, on Saturday as a tribute to Hispanic culture and community.
“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,” Gina Rotolo, president of marketing and business services for the Firebirds, said in a statement.
The American Hockey League affiliate of the Seattle Kraken will unveil its new identity at the city of Indio’s “Viva Indio” event, a celebration to honor Hispanic heritage.
The free, all-ages event will be held from 5 p.m.-9 p.m. Sept. 13 at 82881 Miles Ave., in the downtown area, organizers said.
It will feature live entertainment including mariachi band and folkorico dancers, local food vendors, a kids zone and a special piñata-making station for children.
During the festivities, a T-shirt giveaway with Los Firebirds logo will be available while supplies last, interactive games and a pop-up team store with official Los Firebirds merchandise.
“The Firebirds are more than just a team — they’re part of our community,” Indio Mayor Glen Miller said in a statement. “We are so excited to have them join Viva Indio as we celebrate Hispanic heritage. The unveiling of Los Firebirds adds more excitement to a night that already promises incredible performances, food and fun.”
More information about the event can be found at indio.org.