48 minute read
Are there clear guidelines to
PANDEMIC & POLITICS: CONGRESSMAN AND DOCTOR RAUL RUIZ SPEAKS ABOUT DEFEATING COVID-19 COMMUNITY BY HEIDI SIMMONS
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The Corona virus is not going to disappear,” said Representative, Raul Ruiz, M.D., 36 th Congressional District. “We need to reduce the transmission rate until we have a safe vaccine and stop the spread around the globe. We need to focus right now, because we haven’t reached the levels for containment.”
Ruiz has stepped up as a leader not only for the district he serves, but also for the country.
It may be great luck that our Representative is also a M.D. from Harvard Medical School, a former emergency room physician, and has a Master of Public Policy from the John F. Kennedy School of Government, and a Master of Public Health from Harvard School of Public Health. It doesn’t hurt that he is the first Latino to earn three graduate degrees from Harvard University – all with honors.
When Ruiz has something to say about public health, he is credible. Maybe even more important, on his Curriculum Vitae, is that he is a local graduated from Coachella Valley High School.
Ruiz knows the people here, our communities, and the significance of our valley and its industries.
Busy these days, Ruiz is in demand as a leader, medical expert and media spokes “
person. He is also a man of science and faith. Ruiz is not intimidating and he is generous with his time and is never condescending. He believes in education and telling people the truth.
If you want to know the truth about the Corona virus and what scientists actually know, he can tell you with as much detail as you want to hear.
When Ruiz talks about the nature of Covid-19 and its evolution, he is describing a monster lying in wait to invade your body and spread itself throughout your system.
That is exactly what Covid does.
The Corona virus requires a host, and while the strangely invisible and beautiful floret–like sphere loiters on surfaces or disperses tiny droplets in the air, it bides its time when it can get close enough to enter your body without you knowing, multiply until it steals your breath away depriving your brain and organs of oxygen.
As health care professionals, virologists and a myriad of scientists and genome specialist try to get a handle on the nature of this deadly invader it moves around the globe unimpeded. It currently has no know natural enemies making it very powerful.
I asked the Congressman about the evolution and life span of the virus.
So, as I listened to Doctor Ruiz explain in
layperson terminology how humans have been able to survive these sophisticated organisms, I begin to see the only way to stop it is to out smart it. But how? You already know the answer.
Stay away from it! Don’t let the virus anywhere near you! Pretty simple.
But, it is not that simple. As Aftab Dada said in the CVW story “Surviving Covid-19: The Health and Wealth of the CV” (see this issue), “We are a society that likes to move, to get out and around.”
The good doctor explained the me that the Corona virus is just beginning to get its footing as it explores its evolutionary path towards mass duplication and global take over.
But Ruiz was much more scientific. He wasn’t just telling me a scary bedtime story or waxing poetic pandemic.
With a few examples, Ruiz explained what scientists call the “Ro” pronounced R-naught -- the rate of transmission. He shared with ease the “Ro” as a basic reproduction ratio, a metric used by scientists to evaluate how a pathogen can spread -- and how it can be stopped.
Ruiz made perfect sense as I listened carefully about the nature of a virus like Corona. The “Ro” formula determines the rate of transmission as well as containment.
The virus is clever, efficient, and even elegant. If one person has it, then it can move to another.
When Ruiz made the “Ro” perfectly clear, I diligently wrote it all down so I could share this amazing bit of human ingenuity. Then, he kindly simplified it --
“It’s strategy,” he said in his impish enthusiasm. “It is a way to stop the spread. We want active immunity.”
Ruiz clarified how we can stop the Corona virus monster. “Two things,” Ruiz said, like he was holding up his fingers to me even though we were on a phone conversation.
“One: Use of a vaccine here and around the globe.”
“Two: Bring down the “Ro” so individuals cannot infect someone else and it just stays with that person, and they don’t infect other people.
Those are the only two scenarios to eradicate the virus.”
I get this, and it isn’t too challenging for a right- brain person.
“Of course, the challenge is the virus can mutate,” said Ruiz. “Once it mutates, it’s a whole new threat, because the vaccine can be rendered non-effective for the mutated virus, but also,” he said like a science fiction writer, “Our own immune system can be rendered non-effective, therefore people who got sick with the first virus, can get reinfected with the mutated virus. So that is how it is always evolving. There are reports that there is a second more aggressive corona virus out there.”
I ask about similarities to the flu?
“The flu has many different strains and every year based on early infections, epidemiologists pick a handful of strains with an educated guess, put it in a vaccine so you are protected from those strains and it decreases the severity if you get sick.”
“In this case, there are not dozens of corona virus,” he said making perfect sense.
I think to myself, “novel” Corona virus. It means unique.
“If we [Ruiz, doctors, scientists, Coachella Valley residents?] can get it right and get the one predominate strain, then we can make a bigger difference with a vaccine for this virus. “In terms of its lifespan, the corona virus is not going to disappear.”
I had to ask. We live in a desert where temperatures reach triple digits. Does heat stop the spread?
“Heat does not kill the virus and is not a form of treatment,” Ruiz says definitively. “Those who are carriers, and if they sneeze, cough, or spittle lands on your face, you may get infected and the heat won’t change that.
If droplets land on a surface of something, extreme heat may shorten the lifespan on some objects based on bench studies, not case studies. Even with our heat, we are still seeing people get infected, and still seeing deaths. Other areas around the globe with warm environments are not seeing any change just because it’s hot. We can’t lower
our guard or have a false sense of security during summer because the virus is still going to be in our community even at 100 to 125 degree heat.”
In the companion article “Surviving Covid19,” Palm Desert Mayor, Nestande, is compelled to get an antibody test for her community in hopes to lower the denominator, which could reveal a lower death rate, and hopefully put things right again.
“There are numerous types of platforms to test for antibodies. It’s very important to understand that while we are still increasing in the cases of new positives with the antigen -- the PCR test which is to see if someone is actually infected. The reason is because, if they have the Corona virus, then they are infectious. That test [PCR] is the most helpful right now because we need to determine if someone is infectious and they can quarantine to prevent others from getting infected.”
The antibody test is more for prevalence studies in the downslope, or when we contain the virus. A current antibody test does not mean if you are positive or you are immune, and therefore, you’re safe to go back to work and you won’t get infected.
The reason is this: We do not have the science and don’t now if there is a certain level of antibodies that a person needs to render them immune towards the Corona virus. There is a possibility that a minimal infection or the viral load in the body, which
produces a small amount of antibodies, and that small amount does not render you immune to the Corona virus, in case you get it at a higher load.
Those studies still need to happen and we need to determine what those levels of antibodies are to say you are immune to the virus. These antibody tests are qualitative test that tell you whether or not you have been exposed to the virus, doesn’t tell you
if you are actively infectious, or if you are immune to the virus.”
Ruiz turned to his alma mater, Harvard University to seek out a professor there and brainstorm about how he could simplify a metric for cities to deal with such a severe pandemic like they do for governments, important scientists, and big pharmaceutical companies. He titled it “Five Point Plan” (see this issue).
“The Five Point Plan follows a national strategy treatment standards and vaccine development,” he said, a little of his nerdself coming through the airwaves.
“I wanted something that was useful at a local level for cities and counties and for people to understand what it means to have the framework in place to safely open business and ease up on precautions. First thing to ask is it the right time? The right timing is always based on do you have the current levels of Corona virus in your community under control and is it at a safe level.
There are different criteria’s for that. The White House states we should be on the downward slope and every public health official will agree with that. Meaning, we have at least two weeks with consistently decreasing new cases. That’s the downward slope.
The Governor chose 14 days -- no new deaths, which means you are pretty much near the bottom and a plateau consistently and no higher than 1 case per 10,000 population. The common sense is that you don’t want to remove precautions until you are at the downward slope and a safer area of the transmission curve. So far it seems we cannot say we are at a downward slope in the valley or Riverside County consistently.” “The other spec is the ICU bed capacity,” said the M.D. Ruiz on the other side of the call. “We use all the patients in ICU because we want is to know how many ICU beds are available in the event there is a surge at any moment when we reopen, and hospitals are back to normal. It doesn’t matter if the patients are Covid-19 or not. It’s the amount of beds available that is the determining factor. The Governor said, we should have 35 percent more beds on reserve to handle a surge. That’s different because we are in a different context. This time last year, we weren’t under a pandemic where we could easily have an outbreak and a surge at any moment. How we best handle an outbreak proposes a month and a half of enough tests and the use of contact tracers. Resource managers are essential to help make sure people have what they need. Without “tracers” we can’t contain the virus.”
“We have been under the third component,” he said regarding his steps.
“Are we undercounting the rate of corona virus positive cases? To what extent is unclear. It’s about prevalence. We need
testing to get an accurate picture of the Corona virus in our communities.”
Metaphorically, my head spins. And, like a good doctor, he senses I need clarity. He is focused and articulate.
“This is what is important to understand,” Ruiz said.
“This virus is real and very contagious. It effects more systems – organs—than the flu and is more lethal than the flu,” Ruiz spoke with authority maybe a little frustrated after repeating it for the last two months.
“As evident, that we’ve had 80,000 deaths in three months! Even with aggressive social distancing practice in different states. Anyone who is trying to minimize the lethality due to any kind of formula or equation, put the calculator down and count the dead bodies of Americans who succumbed to Covid-19. There are those who have died
even with aggressive treatment and then you can understand that if we loosen the interventions prematurely and without the safeguards in place you will see the mortality rates increase across the county.”
Doctor Ruiz gets quiet. I wonder if my cell phone died. Then, I hear Representative Ruiz continue:
“This is a public health crisis. Our economy depends on how well we address the public health crisis. When you hear politicians saying there needs to be a balance then they have subscribed to a false and erroneous way of handling the economy, because then they define our public health response, and our economy as mutually exclusive. That is false! In fact, our economy is dependent on how we address the public health crisis. If you open the economy too
soon without the safeguards in place, you will have an exponential rise in new cases and we will get a surge that will require
businesses to shut down again. Keep doing that and there will be repeated opening and closings, which will hurt workers and delay our economic recovery and in addition, you will have more loss of life.”
Now I’m the one who is quiet, maybe for the first time I truly comprehend the seriousness and the consequences of the pandemic. The doctor/politician finishes, either way I have received his message and
continue to listen with respect and gratitude for his expertise and passion.
“Balance is the wrong way of opening our businesses. The right way is to practice social distancing, and bring the numbers of new cases down so we can contain and make sure flair-ups don’t become surges.”
For a bit, I wonder why people haven’t been listening, or heard this succinct message. Why would anyone want to take unnecessary risks?
“When you create the public health
safeguards, you build a resilient business community where they don’t have to shut
down. In the long-term, that is going to help our business and workers and community.
It is not an either or, it is both at the same time. If you do not address the public health crisis, adequately with the scientific safeguards then you are going to hurt businesses, and the economy, and have an increase in spread and more deaths.”
Ruiz makes his point crystal clear.
“The no deaths in14 days is one of the safest criteria. Overall, the point is we shouldn’t be removing precautions and opening businesses until we are on the downslope of the transmission curve and we are clearly on a consistent decrease of new cases throughout the county. Some counties can indeed meet those benchmarks, like the rural communities where there haven’t been outbreaks.”
I flash back to all the information I gleaned from the Mayors, CEO and community leaders for the article about “Surviving Covid19”.
Riverside County Supervisor Manual Perez and others told me the Governor’s 14 days no deaths was impossible or unattainable. I mention this to the Congressman. There is a pause.
“I don’t subscribe to the idea that the 14 days without a death is impossible or unattainable,” he said, without any hesitation.
“What the criteria elucidates, is the fact that Riverside County has a higher than average vulnerability towards transmission as well as death due to our demographics. We should plan our preparations and precautions according to our local risks and vulnerabilities -- not drop our precautions to the bottom floor that the state provides for all counties.
The fact that it is difficult for the county to meet the criteria, just highlights indeed we have a bigger issue with the Corona
virus than other counties. Our vulnerability is this: We have the fourth largest population; we know that density increases transmission because the virus depends on human interactions at close proximity.
There are other serious issues that put us at risk especially in the Coachella Valley where we have an older population. We are higher than the national average in cardio pulmonary illnesses, diabetes, and many of our communities live in poverty and do not have the luxury of quarantining. Many of the workers in those communities, due to our industries, have to go to work and are more exposed and vulnerable. If anything,
the county should reflect on not reducing their precautions but actually increase them to reflect the vulnerabilities, risks of transmission, and those dying from Covid19 in the county.”
I get it. I have other questions. I ask about Federal funding and if the amount dispersed in the CV can be quantified? Ruiz rattles a list of entities that received money: Palm Springs International Airport-- $11 million; food bank – a lot as well.
“Federal aid has been coming into our county and valley, but we need more. The bill I am going to vote in favor for on Friday, is going to provide up to $3 trillion for the American people. The focus is another stimulus check $1,200 per person including children. It will extend unemployment through January, and provides a trillion dollars for cities, counties and states. This time cities that have a population that is less then 500,000 will receive benefits that will reach essential workers and lost revenue based on city projections.
“It highlights how important it is to have the public health safeguards in place. We want to be able to safely open our businesses and provide consumer confidence and keep workers protected. Otherwise, we could hurt tourism. Imagine if we reported surges
and deaths in the Coachella Valley because we opened too early. Who is going to want to come and vacation here?”
I hear what he is saying and I can’t imagine the repercussions on the lives and livelihoods of those of us in CV. continue to page 10
Raul Ruiz, along with the Coachella Valley Volunteers in Medicine, helping to administer COVID-19 tests to farmworkers and people experiencing homelesness in our community.
(Photos courtesy of Congressman Raul Ruiz, MD Facebook page)
RAUL RUIZ continued from page 9
I mention that Indo Mayor Miller told me that he is confident that the festivals will take place in fall. I think I hear Ruiz exhale.
“Fall is going to be when most public health experts predict another surge due to, not only the winter environment, but also the concomitant burden that our health system is going to have due to other respiratory illnesses.
Already in the fall and winter, we see our emergency departments full due to the cold and flu, then add the Corona virus and we are going to have to accommodate for that.
There are a lot of milestones we need to create in order to safely have the festivals. If we meet the milestones, in terms of local cases, and transition the airports and hotels, the festivals will have to implement accountable and enforceable precautions. What we don’t want is a massive increase in our density with people congregating in a very vulnerable community. We don’t want that.”
I agree with the congressman. But he used the word “enforceable” in his step number four which has language that concerns me – or at least the freedom-loving hippy who has a little problem with authority and government over reaching, stepping on my civil liberties.
I ask him what he says to people who fear – or hope – this global pandemic is a sign of the “end times.” I mention plagues, volcanoes, the destruction of the earth, how people can’t buy or sell. Briefly, it makes sense and I get why people are protesting and afraid.
“There is no conspiracy theory here that many have touted to bring fear of some of these orders. This is simply a way to help people stay healthy and a way for the vulnerable to stay healthy during a pandemic. What we don’t want is everybody, due to misunderstanding, misinformation, or biased beliefs that are not based in science to make decisions that jeopardize individuals who are taking all the precautions and making an effort to weather this storm.
The more we can encourage people with incentives through community to follow the public health recommendation and the orders to do so, and the more people who do it, the better our economy. And, we prevent loss of life. That’s the whole point of it.”
I am sure he is right and I believe in science. But still, some people are behaving crazy.
“How do we influence behavior in order to get a sense of social responsibility to everyone in the community. This is not a virus where the consequences are solely
(Photo courtesy of Congressman Raul Ruiz, MD Facebook page)
on the individual who chooses to engage in risky behavior. That’s not the case with this virus. Unfortunately, people may be virus positive without symptoms and may spread it in the grocery store, wherever they go and the virus spreads to some one who has
underlying condition. Then that patient puts the hospital’s frontline workers at risk if they don’t have enough PPEs to help that patient. That needs to be understood. A public
health approach is to protect the public’s health in a population based structure.”
Congressman Ruiz knows what he is talking about. I squeeze in another question I promised a mayor I would ask anonymously. I don’t mention his/her name but I am pretty sure the Congressman knows who I am talking about. It’s about the manufacturing business opportunities in the City of Coachella.
Ruiz answers the question about the Federal government working with existing US companies to make more PPE, but it is clearly not enough.
“We are dependent on importing these products from other countries. I am all in favor for internalizing our production process and manufacturing, and am supportive if a business wants to ramp up their production and I can connect them with resources from the federal government. I am here to help all I can.”
Yes, indeed, he is helping. I thank the Congressman for his public service and wish him well.
I feel grateful our valley has Doctor Ruiz as our Representative during this difficult global pandemic and economic crisis.
apply to all locations where groups of people gather, especially nursing homes, businesses, schools, churches, transportation systems, and group events.
Our health system needs to have the capacity needed to test, treat, and monitor the cases that are identified. In coordination with local governments, every Governor needs to delineate clear responsibilities for testing and monitoring in their state. Each jurisdiction needs a defined testing strategy (testing everyone, random community testing, high-risk group testing, or another, based on local needs). That strategy should include an explicit methodology, responsible officials, funding, and goals, along with ongoing assessments of need and performance based on science and O ur nation is now entering a new phase in the COVID-19 pandemic, as we seek to reopen the economy while protecting the public’s health. These two objectives are not in conflict. Indeed, we must do both together.
We developed a five-point checklist to guide efforts to open up safely, based on the best available scientific thinking. Our checklist sets standards for evaluating whether the healthcare system, government and community institutions, and the public are ready.
1. Is the timing safe to remove precautions?
COVID-19 has delivered a gut-punch to our collective well-being. To start easing restrictions on movement and public gatherings, we need to establish that the transmission rate is slowing significantly and consistently, as recommended by the White House Task Force, and that our hospital system has recovered so that it can handle another surge, especially with adequate ICU beds in local hospitals.
2. Are our communities ready to prevent a new flare-up, especially in high-risk situations?
If the economy is going to safely reopen, governments need to assure that effective public health measures are adopted to protect people from infection. These measures should facts, not wishful thinking.
3. Is our health system ready to save lives and contain a flare-up?
Hospitals need adequate supplies of personal protective equipment (PPEs), tests, and ventilators to protect our frontline healthcare workers and to save the lives of patients, so that we can handle a COVID-19 surge for a month.
Each responsible government entity also needs to set up an effective system for contact tracing when cases of COVID-19 are identified. Timely contact tracing of confirmed cases is essential to contain the virus, lower transmission, and prevent a surge of infections.
In addition, newly infected individuals need to be isolated and quarantined so they don’t spread the virus further. People who cannot isolate in their own living space need assistance. Governments and local institutions must employ “support and resource managers” to help place those infected individuals in safe quarantine or isolation locations and help address their nutritional and medical needs.
4. Are we ready to establish and enforce requirements, set expectations, and clearly communicate those to the public?
Assuring safe public behavior as the economy reopens will require effective regulations and enforcement mechanisms that demonstrate compliance matters and non-compliance has consequences. Government officials need to communicate regularly with their constituents to explain the reasons for those regulations and the standards for gradual relaxing of social distancing.
5. Are there clear guidelines to help government determine when to reinstate stay-at-home precautions?
Finally, governments need to establish and communicate the triggers for restoring stay-at-home measures if the infection rate starts to rise again. The triggers need to be clearly defined, such as a sustained increase in new cases over 14 days.
Creating community support in the coming months requires public trust. Establishing and communicating guidelines will help build that trust, and also reinforce the principle that opening up is conditional on continued progress in controlling transmission.
A downloadable checklist and related key references are available at: ruiz. house.gov.
Congressman Raul Ruiz MD, MPH, MPP is trained in humanitarian and disaster aid and is the U.S. Congressman for California’s 36th District, serving since 2013.
Michael R. Reich is Takemi Research Professor of International Health Policy at the Harvard T.H. Chan School of Public Health. FIVE-POINT CHECKLIST TO OPEN UP SAFELY COMMUNITY BY RAUL RUIZ AND MICHAEL R. REICH
Under Phase 2 of the state's reopening plan, we are now seeing local Coachella Valley retailers welcoming customers back via curbside service. A welcome sign for many to see after being hunkered down at home for two months, especially the small business owners themselves. While some have offered online ordering, others have been completely closed. We spoke to a few merchants on El Paseo who shared their excitement about getting back to business.
While The Body Deli continued to offer online ordering the past two months with a healthy online client base in place already, those that like to come to the shop in-person have begun placing orders for curbside pick-up now that they can. What has helped, according to Co-owner David Parker of The Body Deli, is providing something extra. “Just offering marginal discounts are not enough, we’ve found that offering a gift with purchase that people find value in, has worked incredibly well.” During this time with the doors closed, The Body Deli created a 75% organic alcohol sanitizer to use in their workstation and store, and now provides it free as a gift with purchase of $50 or more, and with $100 or more the gift also includes a comfortable unisex black face mask, and orders for curbside pickup have been well embraced.
Bear Creek Canyon Trail is an 8.3 mile moderately trafficked out and back trail located near La Quinta, California that features beautiful wildflowers and is rated as difficult. The trail offers several activity options and is accessible year-round.
Boo Hoff Trail is a 12.8 mile lightly trafficked loop trail located near La Quinta, California that features beautiful wildflowers and is rated as difficult. The trail offers a number of activity options and is best used from September until May.
HOW BUSINESSES ARE RESPONDING TO REOPENING IN PHASE 2 WITH CURBSIDE SERVICE
TRAVEL&LOCALHAPPENINGS4U
Cove Oasis Trailhead is a 114-acre natural open space area that is located at the southernmost part of the Cove. Access to the Cove Oasis area is located on Calle Tecate. Trails such as the Boo Hoff and Bear Creek can be accessed from the trailhead. • Amenities include: • Picnic tables & benches • Hiking trails • Water fountain • Public Art • Available for event rentals
Others have also been busy behind the scenes in absence of customers in-person. Nicole on El Paseo has a new website to showcase their latest fashions, and now has the ability to take orders online, something they did not do in the past. But, that didn’t stop sales with the doors closed as people called orders in, especially when they early on introduced designer-inspired masks, prior to the mandate even. “We were able to fill a need in the community for in-demand masks, and provide sharp looking fashionable ones, that are also very comfortable,” stated Owner Nicole Pascale. They kept in touch with clients through e-mail newsletters and social media efforts, and then via word of mouth people were calling in to get these, including orders from far away folks in Chicago, Hawaii, and other locations.
Another boutique, House of lolo El Paseo, featured their entire store inventory on their website for online shopping, and experienced consistent orders from clothing to home décor, and of course, face masks. “We pivoted entirely to online as we started to see the impact of COVID-19 hitting our communities,” says Owner Laurie Moulton. “Our entire team focused 100 percent on shooting and posting as many products as possible online for both
For more info please call the Community Services Department at (760) 777-7090.
Due to the Covid-19 virus please practice social distances and stay safe.
Think One Day at a Time and Enjoy Nature! ARTICLE & PHOTOS BY LYNNE TUCKER LA QUINTA COVE OASIS
of our locations two weeks before we had to shut down. It was the best decision we could have ever made – our communities and clients have provided amazing support for our small business!” As did The Body Deli, House of lolo offered a value-add to purchases with 20 percent off on all online orders, in effect through May. According to Moulton she and her associates have provided ongoing communication to clients on a consistent basis using email outreach, text messages and calls to check in and offer assistance with any needs.
JC’s Patio Café has offered restaurant takeout service since the closure of dining rooms, and has found his regular patrons supportive. “They want to have social interaction so badly, they thank us for being open and have been very consistent and incredibly generous with gratuities and purchasing gift cards,” said Owner Casey Hutchinson. In preparation for reopening the dining room they have been reformatting the menu to be a disposable placemat for the upcoming “single-use menu” requirement that will go into effect.
If you take a drive down El Paseo now, you’ll see some restaurants and some of the shops have placed window signage with contact information for curbside orders. “This is definitely a very first recommendation we make to retail clients in preparing for reopening and to continue increasing online orders – having window signage is a must for increased business,” said CEO Stephanie Greene of FG Creative, a full-service marketing firm located in The Gardens on El Paseo. “Having represented the El Paseo Shopping District for 20 years, we want to help the merchants as much as possible to reopen AND thrive, and have continued to provide 100 percent support throughout this entire closure to keep them in front of the community as much as possible.”
FG Creative has developed a unique Marketing Retail Reopening Package to assist retailers in most effectively reopening their businesses. With a rich history in the
retail industry of 35 years, the team provides a comprehensive evaluation of the store including recommendations for the entry appeal, window signage and messaging, instore signage and best wording and graphics for welcome and appeal. They also help plan impulse item buys and their positioning, merchandise bundling appeal and movement, ways to create unique displays, and the best locations to draw people into all areas of the store. In addition, marketing material can be reviewed to determine any changes needed considering the ‘new normal’ and recommendations made for improving marketing materials overall.
FG Creative is also working in partnership with PlanIt Printworks of Palm Desert to provide branded, customized signage packages that include window clings, floor decals, banners and other key elements to let customers know the store policies and that wellness is the top priority, and can coordinate creation of these materials for the retailers as well.
“We developed this comprehensive package because we see a great need for these services in this uncertain time, in unchartered territory,” said Greene. “These services can be beneficial in the regular course of business, but especially in this time of crisis when businesses have suffered and need to make a strong come back.”
FG Creative, Inc. opened its doors in 2002 and continues to offer cutting-edge design and effective solutions for a variety of clients both locally and regionally with branding, marketing, advertising, social media, website development and public relations services. The well-rounded client list includes El Paseo Shopping District, El Paseo Jewelers, The Body Deli, J Russell! The Salon, City of Palm Desert, Arrowhead Regional Medical Center, Desert Cancer Foundation, Dr. Carreon Foundation, Joslyn Center, Palm Desert Aquatic Center, Coachella Valley Women’s Business Center, and others. For more information on FG Creative, Inc., visit www.fgcreative.com or call (760) 449-0803.
With almost 4K views in its first several days, the official music video and tourism campaign titled, “Find Your Oasis” is a beautifully orchestrated art piece a year in the making. Focused on the storyline of a young woman played by cellist Michelle Packman “chasing paradise” by being carried away by the allure that is Greater Palm Springs, the five-minute plus video reminds desert residents of why we stay and sends the message around the globe of why everyone should visit.
Finding your oasis is doing what brings you joy and passion in life. The message behind Greater Palm Springs’ destination theme song, “Find Your Own Oasis,” has never been more appropriate than now. In this original music video produced in collaboration with Summerland Creative, a traveler finds herself enveloped in a spirit where genres of music and beats seamlessly blend from one to the next to showcase our diversity in people, cultures and geography. Local musicians such as Jesika Von Rabbit, Derek Jordan Gregg, Sean Poe, The Flusters, Meagan Van Dyke and artists such as Chris Sanchez, Sofia Enriquez and Ryan Campbell come together to tell Greater Palm Springs’ story with unbridled affection. It has become an anthem of their pride, freedom and passion, played with heart and soul.
Angie & The Deserters
The Flusters
Drawing upon the inspiration of the region’s natural charisma, the music video for “Find Your Oasis” was designed to create an experience that inspires listeners to visit the desert, famed for its beauty, spirit and abundance of outdoor activities. The project brought together a stellar roster of local artists—including vocalists, bands, pop artists, visual artists, muralists, a cellist, a tap dancer and a poet—who convey unbridled affection for the destination through their soulful performances. Iconic locations throughout the valley also are celebrated in the video. Viewers will recognize the Empire Polo Club, Palm Springs Aerial Tramway, Joshua Tree National Park and a variety of local hotels, resorts and public art pieces.
Coachella Valley Weekly had the opportunity to speak with Jeff Miraglia and Brian La Belle of the production team as well as several artists involved.
JEFF MIRAGLIA, Chief Creative Officer, Greater Palm Springs Convention and Visitors Bureau
CVW: What is the concept behind a music video about the destination of Greater Palm Springs?
Miraglia: “About three years ago we created a song. But we felt that we needed to use all the senses to tell the story of our destination. We have beautiful visuals and
Assata Grooves
Mack & Gold
music is a big part of everyone’s life. This is the home to Coachella Valley Music and Arts Festival and Stagecoach Festival so to have something that is part of the local music scene is what we wanted. We talk about wide open spaces, being able to enjoy the freedom of the open air, the art scene and the sunrises - - all the things that make our destination really special, it’s a very personal thing. For some, ‘finding their oasis’ is lounging in the sun or being amazed under the stars. For others, it could be sitting by the pool, or attending a party or event, or taking a mountainside hike. ‘Finding your oasis’ is whatever brings you joy and brings your passion to life. My vision for the video was to create a story around the journey of a woman. We feature some of the more beautiful and natural experiential places that any traveler or visitor would experience here.”
CVW: Who brought the music video to life?
Miraglia: “I have to give a lot of credit to my production partners at Summerland Creative, Brian La Belle and Tom McDonald. Tom has a music pedigree. He used his talents to create a way for each of these diverse artists to contribute, and have it blended so that it feels like one song. With one voice and melody arrangement, it feels like something a Pop artist would produce. However, this was created with seven different genres.
We wanted to tell the story of our
DJ Alf Alpha
destination through music. That’s where I had the idea to split up the song into several different music genres. I brought it to the team and asked, why don’t we look at it in terms of all the music festivals we have, the nightlife we have and different cultures? I wanted to tap into multiple genres starting with combining Pop and Classical. Cumbia is evident in our Latin community. We have a little vibe of the DJ beat through Alf Alpha. We included the High Desert music scene. We wanted to bring it all together to represent this community. It ended up being an amazing track. It all has to do with all the contributions of our local musicians.”
CVW: Why is now the right time to release this video?
Miraglia: “It took us almost a year to do this project. When you think about the scale, sound, music arrangement, filming locations, the various artists and schedules, it took a while for the parts to come together. This was going to be released as part of our summer campaign but with all that is going on now, we feel it has the ability to take on a bigger purpose. Music unites. When we set out to create the video, we knew we had a strong message in the lyrics of our song, but we also recognized what the song’s emotions can bring. Today, it has real power. This is a tribute to our residents and artists. When we recently saw citizens in Italy stepping out on their balconies to sing songs to stay connected, we understand the power of music.
Another reason that now is the best time for this video release is that all proceeds from the original song’s downloads will benefit GPS
Tourism Foundation’s Hospitality Workforce
Relief Fund. This fund is designed to support families in the hospitality and tourism industry facing hardship as a result of COVID-19. In a few weeks we will have the video version of the song available for download on iTunes and Spotify. There are more than 50,000 jobs that are supported by tourism in the Coachella Valley. This industry has been devastated by the crisis and many in our tourism community are facing extreme financial hardship. One
Dante Mitchell
Matt Sorum
Chris Sanchez
Ryan Campbell
Sofia Enriquez
hundred percent of the proceeds will provide economic relief to local families.”
CVW: Did you find your oasis in making this video?
Miraglia: “This is a labor of love. We wanted to do something that has a greater purpose and embraces an aspect of our destination that is so unique, distinct and full of heart and soul. If we can help distinguish ourselves as a music destination and artist destination, why not? I’ve learned to love all of these artists and I would never have met them in any other way except through this project. I’ve been doing this a long time. I feel this is the best work of my life. We created a village of creativity.”
BRIAN LA BELLE, Creative Director at Summerland Creative
CVW: What is some of the history of this project?
La Belle: “When we set out to create this music video it was the summer of 2019. Production started in October and ended in January of 2020. We never expected to face the trials our world is facing now. That said, we knew going in that we wanted to tell a story about what makes our community so incredible through the point of view of a single traveler. And we realized early on that our local artists help shape us and define us. That to all of us was the key.”
CVW: The pandemic really threw a wrench in our tourism industry but many communities are persevering and the Coachella Valley is no different.
La Belle: “Today this music video feels even more important. Now I think of how music holds us together through darker times. I think for me, this video has become a similar message, one of hope and dreams. I would like people to see our destination in the light of what makes us so special. While we are faced with the challenges ahead, we can always have great memories and so much to look forward to and certainly hope for.”
CVW: How would you describe the intent behind the project?
La Belle: “‘Find Your Oasis’ is a state of mind. From my perspective, I directed it to feel like a daydream, like the best memories you have back home after you have experienced a vacation. Or perhaps even better, it's the feeling you imagine, of the vacation you are planning and the moment you return.”
CVW: You and Tom are unmistakably emotionally connected to the desert. Tell us more about your background.
La Belle: “It’s an honor for Summerland Creative to represent our hometown. Both my business partner Tom McDonald and I were best friends when we went to Palm Springs High School in the early 90’s. I love the way the Coachella Valley has become a mecca for artists and musicians of all kinds. We have made our mark and through thick and thin. It's important to let the world know we are still here and waiting to open our doors again.”
CVW: The collaboration between Summerland Creative and CVB really does raise the bar on future projects coming from this area.
La Belle: “We have enjoyed a wonderful collaboration process with Jeff Miraglia and his brand team and through the wonderful trust and support of Scott White we were able to challenge ourselves to create this piece of work. I hope it brings smiles and reminds the world around us that we have a land of dreams waiting for them.”
JESIKA VON RABBIT
The Queen of the High Desert needs no introduction. Jesika Von Rabbit has delivered the musical goods for years and this performance is no different. JvR is stellar in the video and she sets the tone for the other local artists.
CVW: You do not disappoint in this video. How are you feeling about the end result of “Find Your Oasis” and what it can do for our area?
JvR: “I think it’s already a pretty popular place and it’s a beautifully shot video. It’s a rich and diverse community, there’s lot of great musicians and a beautiful landscape; this is going to show that off a little bit more. It’s done very well, they filmed a nice slice of our world out here and I’m happy to be a part of it. It’s hard to sing someone else’s song. I’ve written Country to Rock and Roll to Electronic music. I did my best and it’s all good.”
MICHELLE PACKMAN
Michelle Packman was born and raised in Orange County, CA and is a North American Tour Scholar of the Berklee College of Music in Boston, MA where she studied Contemporary Writing and Production. She has a Bachelor’s of Music in Cello Performance from the Bob Cole Conservatory of Music in Long Beach, CA.
CVW: Your performance in this project is amazing and it seemed like you were a natural ‘desert rat’.
Packman: “This was the most relaxing work I’ve ever done. Everyone was extremely positive and it’s gorgeous out there. We were taking hikes in between shooting. I want to move there! It’s so much more relaxing than Los Angeles. They let all the artists truly be themselves and that’s the most special thing. As you’re watching it, you really get a feel for all the artists in and around Palm Springs. I don’t live there but I work there a lot and I would love to work there more because I really like it, it’s a special place.”
CVW: What portion of the project are you most enthusiastic about?
Packman: “The part I’m happiest about is writing my own music and having it in the video. I wasn’t just on camera because I fit some visual profile, it was really my actual creativity. Working with Tom McDonald, Brian La Belle and Jeff Miraglia was superpositive. Everyone was nice and they wanted to showcase what I could do as an artist, not just my face. It was a little strange seeing myself on camera like that because I’m primarily a musician. Getting to hang out with the other artists between shots was really fun. I wish everyone a lot of success with this. You go onto sets sometimes and it’s kind of a bummer, people don’t talk to each other, this was a totally different experience, everyone was there to have a good time.”
MEAGAN VAN DYKE
Meagan Van Dyke grew up in the Coachella Valley, singing and performing since the age of 8 and in 2019, she was voted Coachella Valley Music Awards’ Best Female Vocalist. She has starred in numerous musicals throughout her career as well as performing as a solo artist and in a duo with Dougie VanSant. Van Dyke also writes for her lifestyle blog Mad About Meg.
CVW: What are your thoughts on the final
outcome of “Find Your Oasis”?
Van Dyke: “When I was approached about this project, I knew immediately that Jeff Miraglia at Greater Palm Springs Convention & Visitors Bureau and Summerland Creative shared the same vision I do for this valley. They took that vision and cultivated a piece of video art with beauty and depth that expresses the very heart of this place we call home. To be a part of something that showcases a place where I grew up, work, live, play and perform in such a beautiful portrayal is an absolute honor.”
CVW: The concept of Find Your Oasis can be interpreted in many different ways. How do you understand it?
Van Dyke: “‘Find Your Oasis’ is doing what brings your life passion and joy. In moments of uncertainty, we sometimes forget where our passion lies. Now, more than ever, it is so important to be present, to keep our community evolving, to continue to build momentum and to celebrate life! ‘Find Your Oasis’ is a living, breathing representation of all of these things.”
Watch “Find Your Oasis” at https://youtu. be/Xr7Mn1fd7x0.
CATCHING UP WITH LOCAL MUSICIANS DURING QUARANTINE: MICHAEL KEETH, CODY WHITE AND THE EASY RIDE, KRYSTOFER DO LOCAL MUSIC BY TRACY DIETLIN
MICHAEL KEETH: The Voice
Michael Keeth is a soulful singer-songwriter and fulltime musician. He was working 6 days a week, many days performing 2 gigs to support his family, until quarantine happened. He has a loyal following and gains new fans at every show. I tagged him with the nickname “The Voice” several years ago and it has stuck. Michael won Best Male Vocalist 5 years in a row at the CV Music Awards. Keeth is also the frontman for the hard rock band Death in Pretty Wrapping. He is currently performing on FB Live where you can tune in and offer support through the virtual tip jar. In September 2019 he released the emotional track “I Won’t Run.” A song many of us can identify with. Check it out on YouTube.
CVW: What projects are you working on while in quarantine?
Michael: “I’m working on some new songs and streaming live performances on Facebook. I’ve also been enjoying quality family time and working on home projects.”
CVW: Do you feel motivated to write new songs right now?
Michael: “There’s definitely a well of feelings to draw from. I’ve written some lyrics- but it’s more like journaling. I know I’ll be able to bring fully formed songs to life after all of this passes. Just taking it one day at a time for now.”
CVW: I know you’re doing FB live shows from home. How do they feel compared to real shows?
Michael: “I definitely miss playing Live. But my friends have been awesome to keep tuning in and giving me the opportunity to perform! In some ways it’s even more engaging than playing at a venue because I’m able to be part of the conversations and play requests on the spot!”
CVW: Do you feel like you’re getting a lot of support?
Michael: “Oh yes. I feel like, against all odds, there’s a lot of love being put out
there. The world stopped and people are making it their priority to take care of each other.”
CVW: Have you been checking out other artists as well?
Michael: “Definitely. Josh Heinz, Derek Jordan Gregg, Lance Riebsomer, Doug and Meg, and so many others are playing their hearts out online! It’s awesome to be able to hear them.”
CVW: What music has helped get you through this time?
Michael: “U2 is always my go-to when times are tough:)”
CVW: What else are you doing to get through? TV Shows? Stuff around the house?
Michael: “Lots of home projects! We’ve painted, put in laminate flooring, worked on the yard and more. We’ve also watched all the Star Wars movies with our kids (gotta raise em right:)”
CVW: How is everyone in your house dealing with each other?
Michael: “Everyone is doing pretty well. The kids are coping in their own ways and sometimes they get on each other’s nerves. But they also have these beautiful moments when we see them bonding more because they’re not in school several hours a day.
As hard as all this is for adults- kids have less experience with the ups and downs of life. So we’re doing our best to keep a positive and constructive vibe.”
CVW: Would you like to share what your thoughts are about everything we’re dealing with?
Michael: “It’s hard, but there are silver linings. A lot of the rat race, chaos and clutter has been removed from daily life. We’ll come back from this, even stronger. I hope when we do- we’ll take better care of each other than we did before the pandemic. We’ve been given a reset of sorts to adjust our priorities. I hope we don’t waste it.
Also- wanted to express how thankful we are for our nurses, doctors, and all the essential workers risking their health on the front lines.”
CVW: What do you most look forward
to when this lock down is over?
Michael: “Date nights:)”
CVW: Anything else you want to share?
Michael: “Thank you for interviewing me! Everyone be safe and take care of each other. This will pass.” www.michaelkeethmusic.com
CODY WHITE and THE EASY RIDE
Cody White and the Easy Ride is a 3 piece rock and roll band based out of the high desert of Joshua Tree CA. With influences that range anywhere between Neil Young and Radiohead. They paint sonic landscapes that range from ambient, to stripped down rock and roll. Their songs tend to lean toward the issues at hand; calling out things that may not be right in the world, and issues that need addressing. They are currently in the middle of their second LP which should be out somewhere in summer or early fall. I caught up with Cody to see how they are doing during quarantine.
CVW: What projects are you working on while in quarantine?
Cody: “I just got the awesome opportunity to write, record, and produce my first solo record at my analog studio I've been building in my garage the past couple of years. It's up on codywhite.bandcamp. com.”
CVW: Do you feel motivated to write new songs right now?
Cody: “Absolutely. A lot of the stuff I've been writing has been focused on the inequality I've seen through this time. Crisis unfortunately not only brings out the best, but also the worst in people.”
CVW: I know you’re doing FB live shows from home. How do they feel compared to real shows?
Cody: “The live streaming has been a real blessing through this time. It's a little more personal and intimate than I'm used to, but it's been a great way to stay sane. The live experience is definitely a different animal but I feel grateful to still be able to perform.”
CVW: Do you feel like you’re getting a lot of support?
Cody: “I do. There is such a diverse audience. Old friends, local fellow musicians, and just people who need a little something to get through.”
CVW: Have you been checking out other artists as well?
Cody: “Yea definitely. It's been cool to see some of my fellow local musicians, as well as a bunch of big artists join in too.”
CVW: What music has helped get you through this time?
Cody: “I think a wide variety really. Old staples like Petty. Songs that just remind you we're all in this together Like U2s ONE. Songs that remind you we'll get through this like Sam Cooke's A Change is Gonna Come.”
CVW: What else are you doing to get through? TV Shows? Stuff around the house?
Cody: “I've been trying to balance working on my property(we're blessed to have an acre and a quarter up here) and either countless hours wiring my studio, learning more engineering technique, and of course playing and recording. Of course sometimes some good shows or inspiring docs are great. I finally got to watch Gimme Danger the Stooges documentary.”
CVW: How is everyone in your house dealing with each other?
Cody: “For the most part it's been great. I've got to spend a lot more time with my 2 year old, which has been great. We have our occasional freak out and tension, but I think we've handled it the best anyone can considering.”
CVW: What do you most look forward to when this lock down is over?
Cody: “I know normalcy will take a while. But I just miss community, and being around people. I think once live music is a thing again we'll be so much more grateful and appreciative.”
CVW: Anything else you want to share?
Cody: “If there's one thing I've learned is we need to be grateful for what we do have. So much has been taken for granted
