Text by Jorge Perezchica | photography by Brelinda
The Place in downtown Indio is more than a market—it’s a community hub celebrating local creativity, heritage, and connection. Founded by Brenda Beltran, a proud Coachella Valley native, and Nicole Massoth, a creative entrepreneur who moved to the desert in 2020, the concept was born from a shared passion for uplifting the people and culture of the region.
“I’m born and raised in the desert. It’s an honor to help create something like this in a place that I love, for the people that I love,” says Brenda. Nicole adds, “The gift of supporting creatives is nurturing and inspired… becoming the home for all of us wasn’t a choice; it was destined.”
Even the name carries meaning. As Nicole explains, “It’s the place where you play the community piano—the place where you learn together and build movements that preserve the legacy of the locals—the place where you meet and make friends and read design books. We welcome it all.”
For these entrepreneurs, location was everything. Opening in downtown Indio allows The Place to uplift both existing residents and local businesses, helping preserve family legacies while fostering new opportunities. “Inviting Emmanuel Madrigal (Angry Emu Hot Sauce), Sarahi Martinez (Jewelry by Sarahi), and Kassandra Rioseco (Con Amor, Nina y Leon)… when these business owners grow their customer base from our location, they are actively preserving family legacies as well as developing new futures,” Nicole says. “Locals supporting locals foster and deepen community wealth.”
The Place also fills a unique need in the community. “We wanted to create a place where all generations would feel welcome to spend time outside of home and work,” Brenda explains. “Now you can visit downtown Indio and spend the whole day here—get breakfast at Victoria’s, coffee at Everbloom or Saguaro, shop for some records, lunch at Gabino’s, take a class at The Place, and end the night with music at Rosemary Hi-Fi.”
Nicole adds, “The Place is home to small businesses that will develop into their own versions of big business. That is a gap that can be bridged anywhere when we partner and build community.”
Starting the project was a leap of faith. “When brands got word about what we were doing and wanted to be a part of The Place—that’s when things got super real for me,” Brenda recalls. Nicole remembers her defining moment: “The moment I heard the building owner wanted to meet, it was a YES. I’ve always felt like there was magic here and jumped at the chance to be a part of it.”
Beyond retail, The Place serves as a community-driven hub for free classes, nonprofit partnerships, and collaborative events. Nicole shares one memorable story: “Adrian from Rosemary Hi-Fi posted a video announcing our opening. When he asked me a couple of questions in the video, Karrie Schaaf, Executive Director at FRIENDS OF THE CHILDREN | Coachella Valley, saw it and felt inspired to show up and introduce herself. Immediately, because of Adrian’s support, Karrie and I connected—we’ll work together to give back and create meaningful change.”
The community’s response has been overwhelmingly positive. “It’s been so special to meet so many people excited to visit the store,” Brenda says. “We received such an incredible response to the free class we hosted with Con Amor, Nina y Leon—we plan to offer as many free and creative events as we can.”
Nicole shares another highlight: “Finding out that a book we gifted to a customer ended up in a classroom being shared with kids—that’s unforgettable.”
Looking ahead, both founders see The Place as a springboard for continued creativity and growth. Brenda describes it in three words: “Expressive—Genuine—Connection.” Nicole’s words: “Collaboration—Friendship—Heritage.”
Nicole concludes, “My hope is that The Place will be loved and respected for uplifting business practices that contribute to the success of residents and local entrepreneurs—for promoting art, heritage, and creativity… and that each and every visitor will experience joy, respect, and inspiration to be and do more.”
Follow: @theplace__tobe