CM
text by Leadra Romero
portrait by Lunafora
The desert is known for its hidden treasures appearing in the most unexpected places and Ruben’s Ranch is no exception. Right off Interstate 10, in a rural area in the city of Coachella, is a site filled with unusual and unique trinkets, vintage artifacts, and artwork. It would probably take months for owner, Ruben Gonzalez, to explain the historical significance of every gadget and gizmo.
Gonzalez bought the property in 1980 and after a few years realized he wanted to create an out-of-this-world experience in his own backyard. Piece by piece Gonzalez began building what it is today, an unlimited venue, used for anything from photo-shoots and entertainment, to hosting some of the most happening parties.
“It looks like this year we have a commitment (Dusk Till Dawn) for weekend one and two of Coachella. I’m hoping it’s a success and we can continue to do it,” said Gonzalez.
His passion for history, art and music runs deep in his veins. It all began with his mother, a music composer, and trickled down to Gonzalez and his siblings. “I come from a big family. There are 12 of us siblings, six boys and six girls. It seems like everybody in the family has some sort of artistic ability or talent,” He said.
It’s no wonder it’s important for Gonzalez to keep the creativity alive in his community, as the founder of an organization called Culturas Music and Arts. The foundation puts together events, aiming to give young local artists and musicians a platform to showcase their work.
“It’s a beautiful event because it’s a grass root event. We bring in all types of artists, raw artists that are just getting started. We give them an opportunity to display their art,” Gonzalez explained.
As we walked through the Ranch, Gonzalez opened up about the displays of artwork and antiques. “Obviously it’s different and unusual, it’s not your typical venue, it has a completely different twist to the location,” He said. A true desert native would most likely recognize some of the items we explored on the estate. Everything we looked at gave a glimpse into the Valley’s good old days. “The sign in the front of the cantina is actually one of the oldest cafés in the city of Coachella I think everybody’s mother grandfather sister and father got drunk in that place at least one time or another,” Gonzalez added.
New elements are continuously being added to Ruben’s Ranch, and as it grows, so does the vision for how Gonzalez intends to share his brainchild with the public.
“I’ve been fortunate just with timing right place right time and I have a passion for local history so I’ve been able to pick up some stuff that’s significant to the area. I want preserve it and people come out. Hopefully one day I’ll have a brochure that’ll explain in detail of where everything came from,” said Gonzalez.
WEB: rubensranch.com
Photo Gallery by Eva Maria Guggenberger, courtesy of Style Fashion Week/Dusk Till Dawn
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