Interview by Jorge Perezchica
photography by Everette Solomon
Ask Adam Gilbert about real estate, and he’ll tell you it’s not about buildings — it’s about transformation. A third-generation Palm Springs resident, Gilbert has become a key force behind some of the desert’s most forward-thinking real estate and redevelopment projects. Through his company, The Firm Commercial, he’s helping shape the next era of growth across the Coachella Valley while fostering opportunities for entrepreneurs, families, and the communities he calls home.
For readers who may not know you yet, how would you introduce yourself and your mission here in the desert?
I am a third-generation resident of Palm Springs and a recovering attorney. I’m really passionate not only about real estate but transforming my community through my projects. Whether it’s Downtown Indio or Palm Springs, each community has needs and requires forward-thinking projects. I want to be part of those projects and bring growth, jobs, and new concepts to the desert communities. I may sound like a politician — but I’m not.
You began your career as a civil litigation attorney before pivoting to real estate. What inspired that shift?
As an attorney in California, you could sit for the broker’s exam without taking classes. I thought it would be a good idea to do that. Then I started doing deals on the side while I was practicing law and really fell in love with it. From there, I dove headfirst into all things real estate — even working for a developer for free to learn the trade. I use my legal skills every day in evaluating opportunities, negotiating contracts, and evaluating risk.
What motivated you to start The Firm Companies, and what was your vision?
I always knew I wanted to work for myself. The Firm was the encapsulation of about seven years in the law and real estate practice. I wanted to create a brand that highlighted my specialization in commercial real estate and gave a nod to my legal background. “The Firm” also references the John Grisham novel and movie, which still gets some laughs from people who know the connection. Our core values center on entrepreneurship, doing the right thing, and service to our customers.
Did you have mentors or influences early in your career?
Yes. I’ve been very lucky to have many mentors who have helped me in my journey. People often ask me how you get a mentor, and the best way is to offer them something of value. If you’re young and hungry, you can find them deals or tell them what’s going on in the trenches in your industry. Mentors typically have knowledge and connections but very little time, so if you can provide them information that’s time-consuming, they’ll usually be willing to share what they have.
How would you describe The Firm’s philosophy?
There are very few commercial brokerages that are in the trenches doing deals themselves. This puts us on par with our clients. We’re not just trying to close deals — we’re trying to create opportunities and find deals that actually work in today’s challenging economic climate. If a deal doesn’t make sense, we’ll let you know and probably advise you not to do it. We think ahead, predicting where growth and opportunity will emerge 10 to 20 years in the future.
Your redevelopment work has been transformative — especially the Bump and Grind Plaza project. What did you take away from that experience?
The Bump and Grind Plaza was the first redevelopment project I took on myself. I purchased the 16,000-square-foot vacant commercial building in May 2019 — a huge undertaking and risk. We were signing tenants, and then eight months later, COVID hit. We lost tenants and had to survive the craziness of a global pandemic while instilling confidence in our vision. The most important lessons were never give up and think outside the box.
You’ve worked across Palm Springs, Palm Desert, and Indio. What draws you to these communities?
I try to be agnostic about location or product type — residential, retail, office, industrial. That said, our projects in Downtown Indio have been the most exciting because we were able to predict some of the growth that’s happening now. We feel like we were an integral part of that success, helping show more dollars, development, and people investing in the area.
Community involvement is important to you. Why?
It’s extremely grounding to work on helping people solve basic needs, like providing a safe place for kids after school. Sometimes we get caught up in big projects and big money deals, but when you get involved in real people’s lives, sometimes the smallest actions can make the biggest impact.
Where do you go to recharge and find inspiration?
Going to the gym daily helps me stay energized, but I love traveling and seeing the retail environment in other cities — murals, art districts in Colombia, food truck parks in Austin. Other than that, I actually like to vacation by the beach to truly recharge.
And what does a “day off” look like for you?
It doesn’t really exist. Every day has some obligation. But even putting the phone down to watch a show or go for a walk feels like a day off when you’re getting over 50 calls and dozens of texts a day.
What excites you most about Coachella Valley’s future?
It’s exciting to see the success of a sports team and major concert venue, like Acrisure Arena. The surf park, Thermal race track, and other investments show the valley is on track for tremendous growth. We’re just getting started — there’s so much to do and build over the next decades. Sometimes the hardest thing is actually slowing down and waiting for the market and the right opportunities.
Follow: @adamgilbert13