Cathedral City is gearing up for a big weekend. The 2nd annual AMFM Festival starts Thursday at 5 p.m. at Mary Pickford Theater with an opening red carpet reception and performance by Emmy award-winning actor Ed Asner. The festival runs through Sunday and will honor actor and director James Edward Olmos the final day. AMFM will transform downtown Cathedral City into a hub of art, music, films and more.
The event features 12 live bands, 50 films and food trucks in Cathedral City’s Town Square at 36850 Pickfair St., while celebrating local artists, filmmakers, students and education.
Outdoors concerts are Friday and Saturday from 6 to 10:30 p.m. in front of City Hall.
“We wanted to bring it all together here in Cathedral City, make it accessible. All the music is free. The art is free and panels and workshops are free. Movies start at $5,” said AMFM Fest founder Rich Henrich.
The festival comes as new businesses pop up across the city, filling old spaces with new faces like Big 5 sporting goods at the Date Palm Plaza and Element Hair Studio, an Aveda salon, in the Mary Pickford Promenade.
“It’s nice to have and be and owner in Cathedral City where I grew up, to see the place filling up. It’s nice to have a fresh start in abeautiful center,” said Element Hair Studio owner, Jackie Teran.
On Date Palm and Gerald Ford, an In-Shape fitness center will open in January.
“It will be the first health club in the Coachella Valley with not one, but two pools, an interior and exterior,” said mayor Kathlen DeRosa.
While the festival highlights local talent, restaurant and shop owners hope it’ll shine light on what the growing city has to offer.
“It’s nice the AMFM Fest is coming up so hopefully it’ll strum up some business, foot traffic and people walking around. A lot of people don’t know this is here so hopefully people walking around will attract some potentials,” said Teran.
“This is an opportunity to really showcase Cathedral City and an opportunity to bring people together and bring people down here,” said DeRosa.