High school sweethearts-turned-entrepreneurs create a one-of-a-kind glamping retreat for festivalgoers.
Johnny and Claudia Alvarado’s story is one of risk, reinvention, and deep roots in the Coachella Valley. Their decision to leave corporate America and return home to build a life centered around family speaks to their values, while their leap into entrepreneurship with Rancho 51 reflects their adventurous spirit.
The high school sweethearts met at Indio High School and built successful careers in Los Angeles—Claudia in fashion design and Juan with the LA Galaxy. But despite their achievements, the pull of family and community brought them back home, where they embarked on a completely different venture: owning and operating Rancho 51, also known as Festival Campgrounds.
Their eight-acre ranch, Rancho 51 Festival Campgrounds, is a realization of their vision—creating a glamping destination that caters not only to festivalgoers but also to special events like weddings and quinceañeras. Situated less than two miles from the Empire Polo Fields, Rancho 51 strikes the perfect balance between convenience, comfort, and community. Guests can enjoy a range of premium amenities, including a beauty bar, massage services, a pool, hot and cold showers, and restroom trailers. The site also offers charging stations, 24-hour security and surveillance, and shuttle service to and from the festival. To elevate the experience, Rancho 51 features local food trucks and live music, ensuring the festival energy continues long after the main event.
With Coachella and Stagecoach bringing thousands of visitors to the valley, the Alvarados saw an opportunity to create something special—a place where guests can not only rest but also immerse themselves in the energy and culture of the region. Rancho 51 isn’t just a campground; it’s an experience, a retreat, and a celebration of the festival spirit that makes the Coachella Valley so unique.
“We never planned to be farmers, but since the date palms were here, we became farmers.”
Juan Alvardo
A Bold Leap into Hospitality
Claudia never envisioned herself in the camping and glamping business. “I always knew I wanted to come back to the desert and start my own business,” she said. “I just never thought it would be in the camping and glamping world.”
The idea came to them while Claudia was doing marketing for another campground owned by a Los Angeles-based company. That’s when they had a realization: If others from outside the valley were capitalizing on festival-goers, why couldn’t they?
Juan found the perfect property—a date farm, no less—and despite financial challenges, the couple made it happen. “We didn’t have enough money, but we sold what we needed to sell, saved as much as we could, and bought the property five months later,” Claudia recalled.
At first, the date palms were simply an added feature, but soon, farming became an integral part of their identity. “We never planned to be farmers,” Juan admitted. “But since the date palms were here, we became farmers.”
A Unique Festival Experience
Rancho 51 offers festival-goers a one-of-a-kind experience, blending luxury camping with the rich agricultural landscape of the Coachella Valley. “It’s an opportunity to show the rest of the world what we’re about,” Claudia said. “People get to taste our dates, enjoy natural shade under the palm trees, and experience the beauty of our outdoors.”
Many of their guests are influencers, bloggers, and fashion enthusiasts who bring cutting-edge style to the festival scene. “When I worked for Forever 21, I used to get paid to attend Coachella for trend forecasting,” Claudia said. “Now, I don’t just attend—I host these fashion-forward travelers at our glamping site.”
Rancho 51 offers a range of amenities, including shuttle services, a pool, food trucks, slushie stands, on-site hair and makeup services, and even massages. “We want to create an all-inclusive experience where people can relax and enjoy the festival,” Juan explained.
Beyond Festival Season
Rancho 51 isn’t just for Coachella festival-goers. Throughout the year, it serves as a venue for weddings, quinceañeras, and corporate events. “If we’re not doing Coachella, we’re doing other events every weekend,” Claudia shared.
One of their unique events was Market Dates, where they began retailing their farm’s dates to the public. The business has continued to evolve, proving that their adaptability and entrepreneurial spirit are key to their success.
Fighting for Their Business
Despite their achievements, the journey hasn’t been without challenges—especially when it comes to navigating government regulations. “The biggest challenge has always been the government and their rules,” Juan said. “If they just got out of the way, we’d be doing what we’re doing without constant obstacles.”
During the pandemic, Rancho 51, like other similar businesses, was forced to shut down. “We didn’t understand why,” Claudia said. “There was no opportunity for discussion—just shutdown orders.”
Rather than give up, Claudia and Juan became part of a movement advocating for local businesses. “We had to fight to stay in business,” Claudia said. “The real story isn’t just about our success—it’s about the unity of local rancho owners coming together to protect our livelihoods.”
Rooted in Family and Community
For Claudia and Juan, success isn’t just measured by profits—it’s about the life they’ve built in the Coachella Valley. “We could always make money in Los Angeles,” Claudia said. “But we can’t take back time with our family.”
Through Rancho 51, they’ve created not only a thriving business but also a destination that showcases the beauty, culture, and resilience of the Coachella Valley. Whether it’s festival-goers experiencing glamping for the first time, a bride celebrating her wedding under the palm trees, or a quinceañera dancing the night away, Rancho 51 is more than just a campground—it’s a dream realized.
For more info, visit festivalcampgrounds.com.