The Kraken’s AHL farm team in Coachella Valley has added new Hispanic-themed branding this season, “Los Firebirds.”
The outreach makes sense. U.S. Census Bureau sense. Of the Valley’s population of 191,000, 136,000 identify as Hispanic or Latino. Almost 56% of Valley residents speak Spanish at home.
“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, Vice President of Marketing and Business Services for the Coachella Valley Firebirds said. “This is a celebration of community, unity, and shared orgullo (pride), designed to reflect and uplift every voice in our desert.”