“The youth in Raices are a fun, crazy, great group of students. They are very driven, dedicated, hungry, very humble.” — TONE RUBIO
ARTCHELLA
Nestled within the Historic Pueblo Viejo district, a neighborhood which exhibits a flair of hometown charm, between Coachella City Hall, Veterans Park, a Mexican bakery with a mural painted on its side wall depicting two musicians by artist Nunca — here you will find Raices Cultura, founded in 2004. Raices Cultura is a non-profit organization that champions the arts and culture for local youth in the City of Coachella. Don’t let the modest appearance outside the building mislead you. Once inside, you see a place bustling with youthful verve and inspiration. It offers a space for creative expression, utilizing the arts as a tool to strengthen and build a healthier community.
Just 3 years ago, Raices Cultura did not have a building or funding. Today, the organization’s impressive list of credits include, establishing an annual Día de Los Muertos event for the community, going 10 years strong, it has been invited to create an installation at the annual Coachella Valley Music and Arts Festival since 2012, offers after-school programs which provides computers, books and art supplies to youth, and hosts regular community events such as Artchella to promote local artists and music. But Raices Cultura’s reach extends further, to help prepare youths for higher education and to foster leadership within the local community. To learn more about Raices Cultura and the young artists, Coachella Magazine interviewed Tone Rubio, artist/volunteer and Jocelyn Vargas, Director of Community Programs.
TONE RUBIO
Introduce yourself.
My name is Tone Rubio. I am an artist and photographer. Born, raised, and still living in Indio, California.
What is the mission statement for Raices Cultura?
Raices Cultura mission statement: To create a space for artistic and cultural expression. To promote healthy communities. And to strengthen the voice of the eastern Coachella Valley.
Tell us how Raices Cultura projects work.
Raices Cultura works with a lot of high school youth. Provides them a place where they can come and be encouraged to evolve their artistic expression. The youth are provided with tools that aren’t necessarily available to them, whether it be computers to help them out with college applications, or an art studio where they can come and work on big art projects with the organization.
Each year (since 2012) the organization is invited by Coachella Valley Music and Arts Festival to create a large art installation at the festival grounds. The project is a student youth led project. They brainstorm and come up with the themes, ideas, and designs for the installation. They help create the proposals that are delivered to the festivals art coordinator. Pretty much everything from the colors, the composition, the theme, the name… the students are the ones that decide. And the adults of the group are there as the artist mentors to help them figure out how to bring their creation to life.
What are some skills the youth at Raices Cultura learn?
Youth that come to Raices Cultura can learn many skills. They can learn anything from signing up for college scholarships, working on their portfolio for college applications, to working on large scale sculptures, and how to hang artwork properly for art shows. There are a number of programs and projects that are hosted by Raices Cultura every year that provide life long skills.
Do you feel there are enough art and creative outlets in the Coachella Valley for the new generation?
This aspect of the art scene in the valley is juuuuuust starting to take off. And it was long overdue. Now you are seeing local organizations and artists starting to take the initiative and doing things like opening their own art galleries, starting their own local shows. You have The Coachella Valley Art Scene opening up their gallery and boutique, you have artist Debra Mumm opening her own art supply store and gallery (Venus Studios). Many local venues for bands have been springing up all over. You can even add in the tattoo art culture. Look how many tattoo shops are in the valley now as compared to 5-10 years ago. Consumer wise, look how many screen printing shops are in the valley now. People aren’t waiting anymore, they are going out and doing it themselves and being successful at it. And for us artists, we don’t have to walk by galleries in other parts of the valley and automatically feel like they would never give a local a shot. We say screw it…lets do our own show.
Describe the youth at Raices Cultura.
The youth in Raices are a fun, crazy, great group of students.They are very driven, dedicated, hungry, very humble. They have been waiting for a venue, a place to go, something to be a part of. You have to remember, on this side of the valley—Coachella, Thermal, Mecca—there isn’t much around for them to do or to go. And if they were to take a bus just to get to somewhere like La Quinta… it takes at least 2 hours. So, they want somewhere to go, something to be a part of. They are very happy and appreciative of everything.
What are some things you feel are unique about the City of Coachella?
Coachella is just one of those places…you take a stroll down Sixth Street…smell the fresh pan dulce from the bakery filling up the streets..turn the corner and pass by the groups of old men in their big hats playing their marathon games of cards and dominoes in the park…no matter where you are from… you just automatically get the sense of feeling at home.
As a volunteer, what have you learned about the youth at Raices Cultura?
They aren’t afraid to speak their minds. Their voice is just as important as the next person in the organization, and they have been waiting to unleash their artistic side for everybody to see.
What is the goal for Raices Cultura in 5 to 10 years?
That it is known as a place that anybody from anywhere in the valley can come and collaborate and be a part of.
JOCELYN VARGAS
Introduce yourself.
Jocelyn Vargas, Director of Community Programs
Tell us about Racies Cultura and the youth.
Raices Cultura has various programs and events that create opportunities for the community to engage in the arts and culture. Our annual Día de los Muertos event has been running for the past ten years. We have been able to grow the event to create a unique artistic and cultural experience for the community. In 2013 we were able to expand our event from the small church, Centro Martin Ortiz on 1st and Vine in Coachella to Downtown 6th street. We partnered with Run with los Muertos, we had large scale installations and unique sculptures that created a unique experience.
Throughout the year we have various programs that aim to help youth develop leadership skills. Both our Boys and Men of Color and Girls and Women of Color are spaces that create opportunities for both young men and women to engage in conversations that they may not be able to access in the community, school or at home. These spaces provide opportunities for young people to think critically about their community, with the hope of them becoming leaders in their community.
What are some skills the youth at Raices Cultura learn?
Students learn how to work collaboratively with other students as well as adults. Students are better prepared to engage in conversations about building a healthier community and learn how to utilize the arts to engage others in these conversations.
What are some things you feel are unique about the City of Coachella and Raices Cultura?
The City of Coachella has been supportive in our effort to bring art and cultural activities to the community. We have been able to bring unique opportunities for youth and residents in the city and I believe that it is because of the strong support we have from the community.
The unique history of the eastern Coachella Valley has had a strong influence in our purpose in the community. Art has become a tool that has allowed us to engage residents in conversations around health and other issues currently affecting our community. We have made a commitment to continue to provide opportunities for our community to access art and cultural programs and activities.
Where do you see Raices Cultura in 5-10 years?
We hope to continue to expand the services that we provide at Raices Cultura, including building partnerships that will provide students with diverse opportunities to pursue degrees in the arts. We are currently looking to build Radio Raices Cultura that will create opportunities for students to learn how to create radio programming. We hope to support our community in utilizing the arts as a tool to strengthen our local economy and build a healthier community.
ORGANIZATION: RAICES CULTURA
FOUNDED: 2004
HEADQUARTERS: CITY OF COACHELLA
WEB: RAICESDELVALLE.ORG