ALIVE! Winter 2025 e edition by ReliancePublicRelations

K I D W I s E

Imperial Irrigation District: Burrowing Owl Conservation Program

Entries from Mrs Travis at Imperial Cross Elementary School

Sebast i an Flores

Valer i e Segura

Serg i o Chan

Victor i a Camacho

Publishers' Message

We here at Imperial Valley Alive are very fortunate to do what we do—to cross paths with so many of you in the Valley, even for just a brief moment to learn about and then share your stories of family, culture, traditions, and resilience.

As we begin 2025, we wish to say thank you to every one of you who has allowed us to be a part of your stories. It is our never-ending goal to tell them in a way that does justice to how much life you all breathe into this amazing Valley of ours. These stories and countless others yet to be shared are reminders of what makes the Imperial Valley a special place, a place full of heart and treasures waiting to be discovered.

In this winter edition, we invite you to join us as we are welcomed into the lives of diverse people who reflect the heartbeat of the Valley.

In the pages ahead, we’ll share the Escalera family’s cherished tradition of tamale-making, a Christmas-time celebration that brings a family together across generations to honor cultural roots and create new memories.

We also join the Imperial Valley Chain Reaction bike club on one of its Friday night rides across El Centro on two-wheelers aglow in neon fluorescence. The community group was formed out of love and loss. Today, it has grown into a beacon of community connection and healing, At the Imperial Valley Fairgrounds, we spent

time with Tiffinie Macias, who, for 30 years, has lent a quiet calm to guide the fair to success. She has become so knowledgeable that her wisdom and assistance are now sought by fairs across the state and the country. We are especially grateful for the time she spent talking with us while in the midst of gearing up for the 117th annual California MidWinter Fair, which runs from Feb. 28- March 16.

You are the heartbeat that makes this magazine Alive

In this edition, you also get a glimpse into what led newly seated Assemblymember Jeff Gonzalez to seek to represent the 36th District, which includes the Imperial Valley, and how his grassroots campaign crossed partisan lines with a focus on service and duty.

Finally, in the fields that stretch across our county, we explore the extraordinary efforts of vegetable growers who continue to succeed despite challenges, reminding us of the Valley’s essential role in nourishing the world.

of our many festivals and events? Or something else? Are there individuals or groups whose stories you would like to read about in Alive?

We hope you enjoy what you read. As we embark on the process of developing the next edition, we would like your help in finding stories—or, more importantly—the people whose lives and experiences would breathe life into the magazine.

As a community magazine, it is essential that the stories we write about have meaning to you. So, we invite you to reflect on what makes the Imperial Valley come alive for you. Is it the warmth of family traditions, the resilience and creativity of our communities, the beauty of our desert landscapes, or the the

Please help us ensure these pages reflect the Valley’s heartbeat by sharing your thoughts and story ideas. You can propose individuals or groups for us to write about. You can reach out to us on Facebook, Instagram, or our website www.imperialvalleyalive.com. Or call our office at 760-693-5330.

And speaking about the website, it contains the complete magazine as an e-edition with additional features, including direct links to the websites of our advertisers, without whom there could not be a magazine. We encourage you to support these community-minded businesses.

Together, let’s continue to tell the stories that celebrate everything that makes the Valley and the people who live here extraordinary. 

Volume 9, Number 2

EDITORS & PUBLISHERS

Bill Gay

Sue Gay

Susan Giller

Bill Amidon

CONTRIBUTING EDITOR

Darren Simon

CONTRIBUTORS

Bill Gay

Susan Giller

Darren Simon

COVER PHOTO

Joselito N. Villero

PHOTOGRAPHERS

Bill Amidon

Alejandra Pereida

Joselito N. Villero

GRAPHIC DESIGNER

Alejandra Noriega

Alejandra Pereida

WEB DESIGNERS

Sergio Uriarte

Jesus Uriarte

SALES

Bill Amidon

John Lovecchio

ADVERTISING

bill.amidon@reliancepr.com 760-693-5330

SUBSCRIPTIONS

Send name, address and email address along with $20.00 (plus tax) for annual subscription to: Reliance Public Relations, Inc. P.O. Box 1944 • El Centro, CA 92244

www.imperialvalleyalive.com

IMPERIAL VALLEY ALIVE! is published quarterly by Reliance Public Relations, Inc. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical for any purpose without the written permission of Reliance Public Relations, Inc.

IV Chain Reaction

Night biking to remember and build community, Page 6

'Tamalada'

A family’s holiday tradition celebrates its heritage and culture, Page 8

Tiffinie Macias

A mom, fair expert, community organizer making it all work,

Page 10

Assemblymember Gonzalez

Flips seat for new focus, accessible representation, Page 12

Veg Growers

Succeeding at the mission of feeding the nation, .

Page 14

COVER PHOTO; IV Chain Reaction bike club rider Derrick Hirales is wheels up, setting the sky aglow during a group ride past Bucklin Park. -Photo By Joselito N. Villero

INSIDE |

Publishers’ message, Page 3

Dining options, Page 16

Calendar of events, Page 20

IV Chain Reaction

Night biking, remembering, building community

By Darren Simon

On a wintery evening in the afterglow of Christmas, a group comes together in El Centro just as it does nearly every Friday to light up the night on a leisurely cruise on bikes, many illuminated in bright neon fluorescents.

This particular night, the riders, almost 40 in all, travel along Eighth Street toward Bucklin Park, their bike lights cutting through the darkness with rap music playing through speakers attached to handlebars, signaling their approach.

The riders circle the park’s jogging path twice, then take their first break of the evening’s journey. Yet the group, which rides under the banner of Imperial Valley Chain Reaction, is about more than just biking together for fun.

It’s about building friendships, family, and a sense of community. For the founders of IV Chain Reaction, Jessica and Tommy Smith, it’s also about overcoming grief.

“I think we are helping people,” Tommy said. “Riding has mental

benefits and cardio benefits, and everything that comes with that, plus we are building new friendships. Honestly, at 51, I never thought I’d be out here riding all over the city, but it helps a lot.”

The Imperial Valley Chain Reaction Bike Club began in August 2021, two months after the Smiths’ oldest son, Thomas T.J. Smith, passed away in his

sleep. He was 21. Before his passing, he and his father often went for bike rides, even when doing errands.

“It was a way my son and husband bonded,” Jessica said. “So, we started riding in August as a way to honor his memory and for our mental health.”

She added, “After we started, others joined us. We started small, but then

Chain Reaction bike club riders as they ride in downtown El Centro.

- Photos by Joselito N. Villero

grew to 20 people riding with us, then 40. It was like a chain reaction, so that’s how we came up with the name Imperial Valley Chain Reaction.”

The club has been riding nonstop ever since, meeting on Fridays yearround. It was the summer heat that prompted the group’s night rides, which necessitated bike lights.

For some, lighting up their bikes became an art form, adding neon lights to their wheels and frames.

“It brings out your own style,” said El Centro resident Kevin Taylor. “Everyone adds their own different scheme to their bikes.”

Taylor has been part of the group almost from the beginning. “It’s fun.

It’s good vibes, it’s family vibes.”

The group meets about 6 p.m. in the parking lot behind the All Day BMX Bike Shop (formerly Finish Line) in downtown El Centro. There are times when the group travels outside the Valley to San Diego, Yuma, and other areas to join other bike clubs’ rides. Other clubs also come to the Valley to join Imperial Valley Chain Reaction.

Newcomers are welcome, Jessica said, and there is no cost to join the ride or to be part of the group. She asks only that riders have at least standard lights on their bikes for safety.

However, if someone shows up without lights, they can still ride.

Before the start of the ride, she gives instructions to the group, stating that anyone without bike lights must stay in the middle of the group while riding.

As the ride begins, Jessica takes the lead, and her husband hangs back to be at the tail-end of the ride.

The riders head along Broadway, then onto Main Street, before making a

CONTINUED | PAGE 24

Members of IV Chain Reaction bike club in Bucklin Park, El Centro.

Cecilia Escalera Castañeda (center), her sister, Priscilla Escalera Gottlieb (right), and Priscilla's daughter, Stephanie Garcia, hard at work on the Escalera family tamales.

- Photos by Joselito N. Villero

up,” writes Cecilia Escalera Castañeda, one of the sisters and the keeper of the family’s “somewhat” secret recipe. In 2020, she wrote a short piece to share the family’s tamale tradition to share with generations to come.

“It was a traditional family tamalada, and everyone had a part and a hand throughout the process until a full day’s work was completed,” writes Cecilia, a retired educator who worked in the El Centro, Holtville, and Calexico school districts. “We made a lot of tamales every year, sometimes 500, 700 or more.”

Tamales are synonymous with Latin cuisine, dating back centuries to the Aztec and Mayan cultures of ancient Mexico. They are often shared during the Christmas season but they can be part of any celebration year-round.

A tamale is a corn-based dough, called masa, often filled with meat and wrapped in corn husk or banana leaves, known as hojas, and steamed to cook.

However, tamales vary depending on the region from which the recipe comes and on each family’s traditions.

'Tamalada'

By Darren Simon

The savory aroma of chilies and spices mixing fills the kitchen of El Centro resident Priscilla Escalera Gottlieb as she and her sisters and their families gather on a Saturday in December for a holiday tradition—the making of the Escalera family tamales. It's an Escalera family tradition that dates back at least five generations. For the sisters, the annual event is a way to honor their parents’ legacy of bringing family and friends together to celebrate their culture.

One family's

“Our parents made tamales for Christmas every year, as far as I can remember while growing

The Escaleras make their tamales once a year—at Christmas—and the preparation is as festive as Christmas day when the family comes together to enjoy the tamales they labored together to prepare.

There was one year, the Escalera sisters

There was one year, the

remember, when they made about 1,000 tamales with their parents, Albert Perez Escalera and Elvira Solano Escalera. While both of their parents have passed, the family tradition continues.

Today, they may make about 350 tamales in a day, which is still quite the undertaking.

Of the seven sisters and three brothers in the Escalera family, it is sisters Cecilia, Priscilla, and Patricia Escalera Diaz who come together each Christmas to follow their mother’s recipe.

After their mother’s passing in 1991, the annual tamale making ended. However, in 2002 the sisters resumed the family tradition. This year marks the 22nd anniversary of the renewed tradition.

The sisters are supported by their families, including their children and grandchildren, all of whom join in a process like an assembly line where everyone’s role is critical to the final product.

“We look forward to making our tamales,” said Priscilla, also a long-time Valley educator. “It’s a special treat for my children.”

Meanwhile, her daughter, Stephanie Garcia, was busy ensuring the masa had the exact right consistency and flavor. “We are just so proud to be a part

of this for all these years,” Stephanie said. “It’s a part of who we are. “ Her brother, Matt Garcia, added, CONTINUED |

The Escalera family shares in preparing the family tamales.

Tiffinie Macias

By Darren Simon

Imperial native Tiffinie Macias knows a thing or two about fairs.

A mom, fair expert, community organizer

After 30 years working for the Imperial Valley Fairgrounds and the local California Mid-Winter Fair & Fiesta, it’s not an overstatement to say she’s become an expert in the industry, so much so that her knowledge is sought out by other fairs in California and across the country.

When interviewed for this story, Macias and her colleagues at the fairgrounds were busy preparing for the Mid-Winter Fair & Fiesta, which this year will be held over three weekends for the first time ever, from Feb. 28-March 16.

Macias is the fair’s long-time business administrator, a role she has always balanced with her first priority, motherhood, and her work as a community organizer. She feels joy for the work she does. It’s obvious when she speaks about the fair, and that sense of joy even comes across in the sequin boots she wears.

“I love the fair because everyone is happy when they come here,” she said. “You want to see people smiling when they’re here, and that starts with us. That’s what I tell everyone who works and volunteers for the fair. You want people to be happy and to have a good day when they come to the fair.”

Her work involves managing the fair’s finances, including overseeing the fair’s contracts and organizing the fair’s annual layout regarding vendor placement. Her job also entails working with the fair’s chief executive officer, Alan Phillips, on all the fine points that have to be in place for the annual fair to serve the Valley.

Then, there are the day-to-day operations as the Imperial Valley Fairgrounds is a destination not only for the fair but year-round, with community events regularly held on the grounds.

“People don’t understand what goes on here year-round, and what it takes to organize the fair,” Macias said.

Phillips said the fair would not be what it is without Macias. “She is a tremendous asset to this fair and this

community. The fair would be in a very different position financially and in many other ways if she wasn’t here.”

Not only is she critical to the local fair’s operations, but her 30 years of experience and industry knowledge have led other fairs to recruit her services to manage such areas as concessions and admissions during their two to three-week runtime.

Mid-Winter Fair Open

for a longer ride

Lewiston, Idaho. Today, she still travels to Del Mar,

Carlene Moore, the San Diego County Fair’s chief executive officer, credited Macias for the support she has provided.

The list of fairs that have sought her support include the Napa Town & Country Fair, the San Diego County Fair in Del Mar, the Southern California Fair in Perris, The King’s Fair in Hanford, the Kern County Fair in Bakersfield, and the Nez Perce County Fair in Lewiston, Idaho. Today, she still travels to Del Mar, Bakersfield, and Idaho to support those fairs.

Carlene Moore, the San Diego County Fair’s is so willing to lend a helping hand

“Tiffinie has been such a great help to the San Diego County Fair, and to the fair industry,” Moore said. “She is so willing to lend a helping hand and share her knowledge with others. She is charismatic, dependable, and leads with integrity, and for that, she is well respected and liked - by our team, by the food vendors she interacts with, and by our many fair partners.”

Macias’ career with the Imperial Valley Fairgrounds began in 1994. Then, a young mother with two sons, Skyler, 4, and Kalin, 2. She was looking for a position close to home and to Faith Academy, where Skyler had started school. Her younger sons, Sage and Kade, were born during her tenure at the fair.

“I’ve always considered myself a mother first,” she said. “That has always been my number one priority, even today. I think I stayed on so long at the fair because the fair’s board and management have always been good to me and understood I was a mother first.”

CONTINUED PAGE 28

There’ll be more reasons to enjoy the upcoming 2025 California Mid-Winter Fair—27 reasons, to be exact.

That’s the number of additional hours the fair will be open this year as it extends its run over three weekends for the first time in its 117-year history. Titled

“Valley Gras,” the fair will be held from Feb. 28 to March 16, increasing fairgoers’ access to the amazing carnival rides, games, vendors, shows, attractions, and deep-fried foods. That’s not all that’s new about the Mid-Winter Fair. The carnival will be larger this year, and more rides will be offered.

“We’re always looking to provide the best experience possible for our community,” said Alan Phillips, the fair’s chief executive officer.

CONTINUED PAGE 28

Assemblymember

By Susan Giller

Even as Imperial County's new state Assemblymember Jeff Gonzalez rolls up his sleeves and starts representing the district's concerns, pundits pondered how his campaign flipped a traditionally reliable Democratic district to Republican. Gonzalez is the first Republican to represent the district in 16 years.

Yet, Gonzalez and his supporters say the secret sauce of his campaign for the 36th Assembly seat and his formula for representing the district is simple. He focused on people and principles, not partisanship; duty and service, not diatribe.

"My parents taught me growing up it's

better to see someone face-to-face, to be personal," Gonzalez said. "I relied on those old-school personal principles that earn you relationships throughout the campaign.”

"Going forward, that's how I intend to represent this district, by focusing on things that affect our lives, the things that unite us rather than those that divide us," he said of serving the sprawling Assembly District that contains the entirety of Imperial County, portions of Riverside and Assemblymember Jeff Gonzalez

a swath of San Bernardino County.

He did not merely preach the virtue of reaching across the aisle and throughout the district; he did the heavy lifting. He invested countless hours in the Imperial Valley, meeting people and coming to understand the issues affecting its diverse communities. His campaign focused on shared issues: economic opportunity, access to quality healthcare, improving education, and public safety.

Walking the talk gained Gonzalez sometimes unlikely supporters. Tony Gallegos, a former chair of the Imperial County Democrat Central Committee, became one of Gonzalez’s campaign coalition chairs.

"Jeff is the type of guy who will sit down, put politics aside, and work together to solve problems. We need more of that," Gallegos said in his endorsement.

"I took a lot of heat from some of my friends for working for a Republican," Gallegos said. "But I'd do it again. “Jeff was the best candidate. Now, he's not wasting time getting to work, getting things done. I don't know how he does it all."

Gonzalez's dedication to service inspired respect and earned him supporters in the Valley. He retired after serving 21 years in the Marine Corps, including combat tours in Iraq and Afghanistan. He became a pastor and a businessman in Indio who is a frequent community volunteer.

He gained support from various Imperial Valley interests, including law enforcement, county, city, school elected officials, and the agriculture community.

Former Calexico Mayor Maritza Hurtado, who, in early 2024, co-led the successful recall of two Calexico council members,

even helped spearhead the Democrats for Gonzalez coalition along with Gallegos.

"It is hard not to like Jeff," she said. However, "I'm a Democrat. Absolutely, it was challenging (to endorse him) … it was a long process for me to come around and support him," she said.

Hurtado and others spent hours in Calexico, showing Gonzalez one example after another of how funding was inadequate and how political interests beyond the Valley were failing the community.

Maritza said she came to respect

Gonzalez and believed he would do whatever is needed to help the people of Calexico —He even opened a campaign headquarters in Calexico.

"I am so proud of Jeff and the campaign," Hurtado said. "It really was a grassroots effort — I know he will work for us."

To that point, Gonzalez said, "As a Marine, I never backed down from a fight, and I can promise you the same as your Assemblymember.”

While growing up, Gonzalez said he

Candidate Jeff Gonzalez with his wife Christine and their four children: RJ (31), Lexi (28), Zack (22), and Mike (17). - Photo courtesy of Gonzalez 4 Assembly

Vegetable Growers

By Darren Simon

As a new year begins, Imperial Valley vegetable growers look to continue their mission of feeding the nation and the world with high-quality produce despite challenges from increasing costs to the uncertainty of a new administration and the balancing act of conserving water.

However, if there is insight to be gained from statistics in the latest Agricultural and Livestock Report from the Imperial County Agricultural Commissioner’s Office, growers are up to the challenge.

In October 2024, the Ag Commissioner’s Office released its annual report based on data collected from 2023. Overall, Imperial County's agricultural output was valued at nearly $2.7 million, up about $2.37 million from the previous year. Valley produce crops fared even better.

The report revealed that overall, vegetable and melon crops (listed together in the crop report) increased in value by nearly 10 percent over 2022, to $1.2 billion in 2023. This increase came as the cost of producing crops increased at least 12 percent, growers said.

“We’re all still doing our best,” said Thomas Cox, Imperial Valley Vegetable Growers Association (IVVGA) president.

Succeeding at mission to feed the nation

“Here in the Valley, we have a unique situation of producing leafy greens in the middle of winter, and we are working hard to provide a secure food supply for the nation and for other countries. That is what we always strive to do.”

While numbers cannot tell the entire story of the effort to grow safe, highquality produce while facing market pressures, inflation, regulations, and conservation requirements, they do highlight the increased values reaped by many Imperial Valley vegetable crops in 2023. Many crops show significant increases. Others showed some decline in value, but for the most part, the numbers were positive. Examples include:

 Carrots increased in value to nearly $81 million in 2023, up from $69 million in 2022.

 Cauliflower increased to $42 million, up from $37 million.

 Leaf lettuce increased to nearly $208 million, up from $141 million.

 Onions increased to nearly $95 million, up from $82 million.

 Spinach increased to $110 million, up from nearly $91 million.

 Romaine lettuce increased to nearly $64 million, up from nearly $47 million.

 Miscellaneous Vegetables (which

includes several small acreage crops, including Bok Choy, cilantro, Mizuma, and many more) increased to $307 million, up from $280 million.

Many of the produce crops increased in value while growing on fewer acres, according to the crop report, an indication of how growers are implementing new technologies to grow higher-yield crops with less water.

“It shows how persistent and hardworking farmers are,” said Paula Pangle, an IVVGA member who also serves as the Imperial County Farm Bureau president. “Farmers always find ways to make things work.”

That means focusing on producing the highest quality yields while managing costs to ensure at least a slim profit margin. However, that gets more challenging each year as inflation continuously impacts operations, from planting to harvesting to getting the food they produce to market.

“We’re all still fighting an uphill battle against elevated costs,” Cox said. “As farmers, we take immense amounts of risks to farm. We often don’t know what the sale prices will be when we plant our crops.”

To combat market volatility, local growers have become flexible in their crop rotations, targeting those crops with the highest public demand.

For local grower and IVVGA member Ralph Strahm, paying attention to consumers’ preferences prompted him to add organic carrots into his operation over the past 10 years.

“That increased transition toward organic farming comes with a higher cost, but it yields a higher value commodity,” he said, which is one

reason the Valley’s carrot crops have increased in value.

To remain competitive, growers continuously adapt their farming practices, said IVVGA member and local grower Jack Vessey. That includes reconfiguring their fields to grow more plants per acre.

“We are getting better yields as we incorporate new technologies and new methods of growing rather than doing the same thing over and over,” Vessey said.

As an added layer of pressure, there is an ever-increasing demand to conserve water to support the Colorado River.

While it may not be as critical a factor as market costs on the value of Imperial Valley vegetable crops, conservation does factor into local farming operations. The goal, growers say, is to continue to grow high-quality produce and continue the success of Imperial Valley agriculture while recognizing that they have a role to play in the river as well.

“We have to meet the nutritional needs while taking care of the Colorado River as well,” Pangle said.

Cox added, “Definitely, we are constantly trying new technologies to conserve water while ensuring the crops we grow have the water and nutrients they need.”

As farmers look to 2025, they are keenly aware there will be new challenges, some of which will come as a new administration implements new policies. While some policy shifts may prove positive, there still may be issues, whether related to potential trade disputes or new immigration policies, that could affect the available labor pool, Vessey said.

Another challenge stems from negotiations now moving forward that will affect the future operations of the Colorado River beyond 2026.

“Water is always a concern,” Cox said. “The 2026 Colorado River negotiations are still underway. Our elected officials at the IID and staff are in a battle to maintain our water rights and allocation.”

No matter the challenges, growers in the Valley will do what they always do—adapt—and find ways to ensure the local agricultural economy succeeds, so that future ag reports will continue to show growth.

“Those of us who have survived all these years have figured out ways to adapt and not get stuck on the same old ways,” Vessey said. 

Valley's Eateries

American Food

1905 Bar & Grill $$

1500 N. Imperial Ave., Imperial, CA 92251

760-919-5558

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2GO SALADS $

210 E. Cole Blvd #5, Calexico, CA 92231

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Applebee's Grill & Bar $$

2421 Cottonwood Dr, El Centro, CA 92243

760-353-8311

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Applebee's Grill & Bar $$

2505 Scaroni Ave, Calexico, CA 92231

760-768-1649

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Back To Eden Juice $

616 Main St, Ste#4 Brawley, CA 92227

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Imperial Valley's homegrown restaurants offer lots of tasty choices

Brickhouse Deli 447 W. Aten Rd, Imperial, CA 92251

760-592-4352 www.bhdeli.co

Buffalo Wild Wings $$

510 Danenberg Dr, El Centro, CA 92243

760-337-9481

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Burgers & Beer $$

260 N. Imperial Ave., El Centro, CA 92243

760-353-4431

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Broken Yolk Café

3049 N. Imperial Ave., El Centro, CA 92243

760-352-9655

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Brownie’s Diner $$ 990 Main St, Brawley, CA 92227

760-344-2938

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Buckshot Deli & Diner $$ 8120 CA-111, Niland, CA 92257

760-359-0595

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Cafecito Bar $

157 N Plaza St, Brawley, CA 92227

760-262-3257

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Chili's Grill & Bar $$

3303 S. Dogwood Rd, El Centro, CA 92243

760-352-2116 www.chilis.com

China Palace Steakhouse $$$ 1075 Adams Ave, El Centro, CA 92243

760-353-1510

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DQ Grill & Chill

Restaurant $$ 3063 N Imperial Ave. El Centro, CA 92243 www.dairyqueen.com

Denny's $$

1445 Ocotillo Dr, El Centro, CA 92243

760-352-2576 www.dennys.com

Denny's $$

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Famous Dave's $$

3103 S. Dogwood Ave, El Centro, CA 92243

760-352-9044

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Farmer Boys $$

1532 Cruickshank Dr, El Centro, CA 92243

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Foster Freeze $

130 N. 5th St, Brawley, CA 92227

760-344-7566

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Habit Burger $

2335 S. 4th St, El Centro, CA 92243

760-997-7805 www.habitburger.com

Hope Café and Creperie $ 605 E 2nd St, Calexico, CA 92231

760-890-5259

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Hope Café and Creperie $ 1027 W State St. El Centro, CA 92243 442-283-5092 hopecafeelcentro.com

Hot Rods & Beer $$ 235 West E 5th St, Holtville, CA 92250 760-356-9900 hotrodsnbeer.com

Humble Farmer Brewing Co. 116 S. Imperial Ave Ste C, Imperial, CA 92251 760-545-0037

humblefarmerbrewing.com

Imperial Valley Colectivo 221 N. Imperial Ave, Imperial, CA 92251 442-283-5116

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IHOP $$ 2362 S. 4th St, El Centro, CA 92243

760-352-1100 www.ihop.com

Jersey Mike’s Subs 1002 N Imperial Ave. EL Centro, CA 92243 442-231-8093

www.jerseymikes.com

Junior's Café $ 1791 Adams Ave, El Centro, CA 92243

760-353-9556

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Leroy's Backyard BBQ $$

675 Main St. El Centro, CA 92243

760-675-6546

Maranatha Steakhouse $$ 612 S. J St, Imperial, CA 92251

760-355-0777

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Menchie’s

508 E Danenberg Dr., #7

El Centro, Ca., 92243

760-970-4820 www.menchies.com

Panera Bread $$ 2321 S. 4th St, El Centro, CA 92243

760-332-6499

www.panerabread.com

Pepper Grind

Coffee $

1560 Pepper Dr, El Centro, CA 92243

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Rabb Slabs Bbq $$ 496 W. State, El Centro, CA 92243

760-970-4867

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Red Feather

Off-Road Market & Cafe $

1182 N. Imperial Hwy, Ocotillo, CA 92259

760-358-7389

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Saltcedar Barbecue $

297 South Imperial Ave. Imperial, CA 92251

619-724-8162

Saltcedarbbq.com

Shake & Wake $

1490 N. Imperial Ave, El Centro, CA 92243

442-283-5100

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Sizzler $$

707 N. Imperial Ave, El Centro, CA 92243

760-353-3780

http://www.sizzler.com

Sonora Fusion $$$

560 W State St, El Centro, CA 92243

760-693-5069

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The Burger and I

595 W. Main St., Brawley, CA 92227

760-550-6031

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The Healthy Spot $

134 Main St, Calipatria, CA 92233

760-354-2005

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The Original Town Pump Steakhouse $$

200 W Main St., Westmorland, CA 92281

760-344-3663

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Tropical Delights $$

221 W E St, Brawley, CA 92227

(760) 344-5051

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Valley Vida $$ 1560 Ocotillo Dr. Ste C El Centro, CA 92243

442-271-4103

https://valleyVida.com

Vibras Healthy

Nutrition $

136 N Plaza, Brawley, CA 92227

760-679-6277

https://bit.ly/41c6hfm

Ursa $$

612 W. Main St., El Centro, CA 92243

760-970-4011

http://ursadesert.com

Asian Cuisine

Chef Lee's Express $

1049 N. Imperial Ave, El Centro, CA 92243

760-693-5555

https://bit.ly/3xx5M0q

Chi+Mac $$

330 Wake Ave

El Centro, CA 92243

760-353-0203

bit.ly/40zTMcC

China Inn Restaurant $$

461 W Main St, Brawley, CA 92227

760-344-1038

https://bit.ly/3xlMI4W

China Palace

Restaurant $$

1075 Adams Ave, El Centro, CA 92243

760-353-2798

https://bit.ly/3wFTh2y

Fortune Garden $$

3309 S. Dogwood Rd, El Centro, CA 92243

760-352-9888

https://bit.ly/3iJn6uQ

Fortune House $$ 1627 W Main St, El Centro, CA 92243

760-352-3888

https://bit.ly/3vrsZzu

Fujisan Sushi $$

1560 Ocotillo Dr Suite O, El Centro, CA 92243

760-970-4436 www.fujisaniv.com

Golden Dragon $$

928 Imperial Ave. Calexico, CA 92231

760-890-0066

Helen’s Family $$

445 W. Main St. Brawley, Ca. 92227

760-592-6962

helensfamilyvietfood.com

K Sushi Bar & Grill $$

416 S. J St, Imperial, CA 92251

760-355-4440

https://bit.ly/3zyKbWT

Khan Korean

BBQ $$

330 Wake Ave, El Centro, CA 92243

760-353-0202

https://bit.ly/3gy1hwY

Komaki Sushi & Sea

Food $$

1133 Ben Hulse Hwy, Brawley, CA 92227

760-623-1033

https://bit.ly/3q5qyWB

Kotori Japanese

Food $$

300 E Cole Blvd, Calexico, CA 92231

760-768-8540

https://bit.ly/3zHPbZE

Lucky Chinese Restaurant $$

500 S. 4th St, El Centro, CA 92243

760-352-7680

www.luckyrestaurant.com

Los Ce-B-Ches $$

1074 E Coles Blvd Ste 7, Calexico, CA 92231

442-270-1402

https://bit.ly/35ps9sy

Mah’s Kitchen $$

290 N. Imperial Ave., El Centro, CA 92243

760-352-8713

https://bit.ly/3q4OF3w

Peony Pavilion $$ 1505 Main St, Brawley, CA 92227

760-351-9888

https://bit.ly/3iJdGj3

Poke & Noodle

Japanese Cuisine $$

799 E. Danenberg Dr, El Centro, CA 92243

760-337-9208 https://bit.ly/2UccQkB

Sushi & Noodle $$ 800 N. Imperial Ave, El Centro, CA 92243 442-283-5075

Sushi & Noodles $$

630 S Brawley Ave, Unit #6, Brawley, CA 92227 760-623-1361 https://bit.ly/3E6JANF

Sushi Park $$

330 Wake Ave, El Centro, CA 92243 760-352-2377 https://bit.ly/3gB9uze

Sushi Spot $$ 115 North Imperial Ave. Ste F-G, Imperial, CA 92251 760-355-0441 https://bit.ly/39JEYUl

Volcano $$

445 E. Main St, El Centro, CA 92243 760-337-9105 volcanoelcentro.com

The Thai Bistro $ 775 E. Danenberg Dr. Ste. 105 El Centro, CA 92243 (760) 592-4611 exoticthaibistro.com

Unni Korean Food $ 582 Adams Ave, El Centro, CA 92243 760-970-4121 https://bit.ly/41xhJlA

Wongs Kitchen $ 102 W 5th St, Holtville, CA 92250 760-791-3227

Italian Food

Assaggio Ristorante Italiano $$ 538 E St, Brawley, CA 92227 760-344-9750

https://qrco.de/Assaggio

Chuck-E-Cheese $$

803 E. Danenberg Rd, El Centro, CA 92243

760-352-4785 www.chuckecheese.com

George’s Pizza $$ 116 W 5th St, Holtville, CA 92250

760-356-1192

https://bit.ly/3cPgc3A

Grasso's Italian Restaurant $$

1902 Main St, El Centro, CA 92243

760-352-4635

https://bit.ly/3gAvSd5

Inferno $$

505 Main St, Brawley, CA 92227

760-344-7744

https://bit.ly/3B7d1gH

Johnny Carino's $$

3203 S Dogwood Ave, El Centro, CA 92243

760-337-9588 www.carinos.com

Mangiamos Pizza $$

1802 N. Imperial Ave. Ste. C El Centro, CA 92243

442-231-8293

pizzaelcentro

Mona Lisa Cocktails & Cuisine $$$ 2393 CA-86, Imperial, CA 92251

442-258-3350

https://bit.ly/45pGYrn

Mozzarelli Artisan Bistro $$ 123 W Barioni Blvd, Imperial, CA 92251

760-545-0222

https://bit.ly/3b0Ctdd

Round Table Pizza

508 E Danenberg Dr.,#6

El Centro, Ca. 92243

760-970-4801 roundtablepizza.com

Mexican Food

Antojitos Como En Casa $$

841 W. Main St., El Centro, CA 92243 442-271-4016

Antojitos Como

En Casa $$ 425 Desert Gardens Dr., El Centro, CA 92243

760-482-5621 antojitoscomoencasa.com

Asadero Neighborhood $$ 220 W Birch St. Calexico, CA 92231

760-357-0890

https://bit.ly/39LddL2

Baja Tacos $$ 460 Holt Ave. Holtville, CA 92250

442-225-7126

https://bit.ly/3XTV6JD

Birrieria La Patria $$ 301 Sorenson Ave. Calipatria, CA. 92233

760-354-2020

lapatriamgrestaurant. com

Birrieria y Menuderia

Guadalajaras $ 845 Imperial Ave, Calexico, CA 92231

760-890-5181

https://bit.ly/3cNjmoc

Briseida's Kitchen $$

741 Cesar Chavez Blvd, Calexico, CA 92231

760-618-9180

https://bit.ly/3b2oeod

Cachanillas Tacos & Cheves $$ 1101 Paulin Ave., Calexico CA 92231

760-890-0121

Cardenas Markets $$ 1620 N. Imperial Ave, El Centro, CA 92243

760-482-0139 www.cardenasmarkets.com

Celia’s Restaurant $$ 1530 Adams Ave, El Centro, CA 92243

760-352-4570

https://bit.ly/3q4ZFxQ

Chilibertos Tacos & Breakfast $$

717 Imperial Ave., Calexico, CA 92231

760-890-5415

http://bit.ly/429h90Y

Cilantros La Taqueria $

643 S 4th St Ste 1, El Centro, CA 92243

760-693-5337

https://bit.ly/3gBgdJu

D’Lupita's Restaurant $$

336 W 5th St, Holtville, CA 92250

760-356-7100

https://bit.ly/3gwwvo5

D'Poly Taco, Grill & Beer $$

1573 W. Main St, El Centro, CA 92243

760-970-4243

https://bit.ly/35vdKLw

El Cañon $

625 Main St, Brawley, CA 92227

760-344-2411

El Chochis Snacks & Salads $ 1065 Main St, Brawley, CA 92227

760-790-8242

https://bit.ly/3K9LdzB

El Jumping Bean

Taqueria #2 $$

1050 S Brawley Ave #103, Brawley, CA 92227

760-623-7030 bit.ly/3m5FCPd

El Guero Tacos & Beer $ 1560 Ocotillo Dr. El Centro, Ca. 92243 442-230-9971

El Menudazo $ 548 Broadway #C, El Centro, CA 760-970-4940 bit.ly/3n8dezl

El Merendero $$

1702 N Imperial Ave, El Centro, CA 92243 442-283-5014 https://bit.ly/3GdMxxW

El Zarape $$ 139 S. Imperial Ave, Imperial, CA 92251

760-355-4435

https://bit.ly/3gCuPrP

Flautas & Sopes $ 1622 S 4th St, El Centro, CA 92243

442-283-5090 www.ﬂautasysopesusa.site

Flautas & Sopes $$ 1531 Ford Dr, El Centro, CA 92243 760-336-0825 www.ﬂautasysopesusa.site

Flautas & Sopes $ 715 Cesar Chavez Blvd, Calexico, CA 92231

760-357-0655 www.ﬂautasysopesusa.site

Hacienda Market & Snack Bar $ 941 K St, Brawley, CA 92227

760-344-5542

https://bit.ly/3b0ILJR

Holtville Taco Shop $ 404 E 5th St, Holtville, CA 92250 760-356-5756

www.holtvilletacoshop.com

Jalisco's Bar & Grill $$ 844 N. Imperial Ave, El Centro, CA 92243 760-353-2515

https://bit.ly/3nhTvsZ

Johnny's Burritos 490 D St., Brawley, CA 92227

760-344-0961

https://bit.ly/3cJkERa

La Fuente Restaurant $

737 Emerson Ave, Calexico, CA 92231

Johnny's Burritos

301 Wake Ave., El Centro, CA 92243

760-353-0963

https://bit.ly/3cLY2Qb

Johnny's Burritos

105 S. Imperial Ave., Imperial CA 92251

760-355-0962

https://bit.ly/3vzAxAh

K Taquiza Restaurant $

249 E Main St, El Centro, CA 92243

760-693-5088

https://bit.ly/3GcVSpA

Karina's Mexican Food $$

845 Adams Ave, El Centro, CA 92243

760-337-0027

https://bit.ly/3njjQXG

La Birrieria Red Tacos $ 710 Heil St, El Centro, CA 92243 (760) 970-4406

https://bit.ly/2SHS77N

La Fonda Bar & Grill $$

1950 S 4th St #1, El Centro, CA 92243

760-353-6450

https://bit.ly/3E23yJm

760-357-5760

https://bit.ly/2ZcppyX

La Resaca $$

143 S. 6th St, El Centro, CA 92243

760-592-4971

https://bit.ly/3vFQox3

Las Chabelas Restaurant $$

749 S. Brawley Ave, Brawley, CA 92227

760-351-2991 www.laschabelas.com

Las Palmitas Taco Shop #1 $

2003 S. 4th St, El Centro, CA 92243

760-352-2757

https://bit.ly/3gwEUYH

Las Palmitas Taco Shop #2 $ 880 Adams Ave, El Centro, CA 92243

760-370-9120

https://bit.ly/3cL3jr0

Letty's Casita $$

705 S. 4th St, El Centro, CA 92243

760-352-8170

https://bit.ly/3wBPpPV

Los Cerritos Restaurant $ 411 E 5th St, Holtville, CA 92250

760-756-3097

https://bit.ly/35yM1t9

Ma Lupe's $$

2600 Thomas Dr. El Centro, Ca. 92243

Ma Lupe's $$

390 W. Aten Rd, Imperial, CA 92251

760-355-1180

Maria's Taco Shop $

401 Broadway, El Centro, CA 92243

760-675-6546

https://bit.ly/3iLMFLP

Mi Casita $$

324 S. Imperial Ave. Ste B, Calexico, CA 92231

760-556-9895

https://bit.ly/3cO17PE

Mexca Brew Co. $$ 612 W Main St, El Centro, CA 92243

760-970-4544

https://bit.ly/2SkabEM

Nana Dora's 103 W. K St., Brawley, CA 92227

760-344-2677

https://bit.ly/2S3kWex

Mr Tempo Bar & Cantinas $$

201 N. Imperial Ave, El Centro, CA 92243

760-693-5393

https://bit.ly/35xq51E

Nana’s Kitchen $$

502 W. Aten Rd., Imperial, CA 92251

760-457-6077

https://bit.ly/3zCHvri

Nicky’s Mexican Restaurant 644 Main St, Brawley, CA 92227

442-646-9492

bit.ly/44zYV71

Patty’s Loncheria $$ 1191 Main St, Brawley, CA 92227

760-960-9023

https://bit.ly/3B3hjHd

Puerto Nuevo Patio & Grill $$

395 Broadway, El Centro, CA 92243

760-336-0430

https://bit.ly/3iMIrUj

Rosa's Plane Food Inc. $$

445 S. Imperial Ave, Calexico, CA 92231

760-890-8860

https://bit.ly/3q5sg5Q

Rosa's Plane Food Inc. $$ 1523 Main St., El Centro, CA 92243

442-231-8040

https://bit.ly/3q5sg5Q

Sobe's Restaurant $

1151 S. 4th St. EL Centro, CA 92243

760-352-6838 sobesrestaurant.com

Sofia’s Kitchen $$

395 A St Ste B Brawley, CA 92227

760-623-1777

bit.ly/3HkRx5Z

Sofia’s Seafood & Grill $$

132 S Plaza St. Brawley, CA 92227

760-623-1080 bit.ly/3NbNgFO

Sombrero Mexican Food $$

703 E. Danenberg Dr, El Centro, CA 92243

760-337-2160

https://bit.ly/3xyamev

Tacos De Pescado Marlyn $$ 1614 S 4th St, El Centro, CA 92243

760-353-1686

https://bit.ly/2SAvbaI

The Burrito Factory $$

130 S. Imperial Ave. #3458, El Centro, CA 92243

760-693-5110

https://bit.ly/3zxSGSd

Virginia's Casita $ 645 Main St, Brawley, CA 92227

760-351-2386

https://bit.ly/3b41jck 

Calendar of Events

The vibrant communities of Imperial Valley and beyond are gearing up for an exciting array of events in winter and early spring 2025, offering something for everyone to enjoy. From family-friendly festivities and cultural celebrations to artistic showcases and culinary competitions, the calendar is packed with opportunities to connect, create, and celebrate.

Jan. 25

The information included in the print version of Imperial Valley Alive! is what was available by publication deadline. Visit our calendar online at www.imperialvalleyalive.com and submit your event information.

UC Farm Smart Harvest Fest

10 a.m.-2 p.m.

1004 Holton Road, Holtville

Free games and familyfriendly activities

Free hot dogs, noon to 2 p.m.

https://bit.ly/4jtXpLQ

Jan. 28

Carrot Festival Carrot Cooking Contest: Jr. Chefs

6 p.m.

St. Paul's Lutheran Church, 548 Chestnut Ave., Holtville www.holtvillechamber.org

Jan. 29

Carrot Festival Carrot Cooking Contest: Little Chefs

6 p.m.

St. Paul's Lutheran Church, 548 Chestnut Ave, Holtville www.holtvillechamber.org

Jan. 30

Carrot Festival Carrot Cooking Contest: Adults

6 p.m.

St. Paul's Lutheran Church, 548 Chestnut Ave, Holtville www.holtvillechamber.org

Jan. 31

Carrot Festival Royalty Coronation and Citizen of the Year Banquet

6 p.m.

Imperial Valley Swiss Club 1585 Worthington Road, Holtville www.holtvillechamber.org

Feb. 1

Imperial County Historical Society Pioneers' Day

10 a.m.-2 p.m. Pioneers’ Museum, 373 E. Aten Road, Imperial (across from Imperial Valley College) https://pioneersmuseum.net/events/

Feb. 1

Bathhouse Bazaar

10 a.m-2 p.m.

Jacumba Hot Springs Hotel, 44500 Old Highway 80, Jacumba Unique treasures, native remedies, and local artistry. www.jacumba.com

Feb. 4

Valentine's Day Paint Night 5-7 p.m.

Carmen Durazo Cultural Arts Center, 421 He ernan Ave., Calexico www.calexicorecreation.org

Feb. 6-9

Carrot Festival Carnival Midway Opens 3 p.m.

Holt Avenue and Sixth Street, Holtville www.holtvillechamber.org

Feb. 7

78th Annual Carrot Festival: Kick-Off Concert

7 p.m.

Holt Avenue and Fifth Street, Holtville www.holtvillechamber.org

Feb. 8

Carrot Festival Street Fair

Opens 8 a.m.

Holt Avenue, Holtville www.holtvillechamber.org

Feb. 7-8

Yuma Silver Spur Rodeo 2-7 p.m.

2520 E 32nd St., Yuma

Celebrating 80+ years of rodeo tradition

https://bit.ly/3WfZukf

Feb. 8

78th Annual Carrot Festival Street Fair

Starts 8 a.m.