CATHEDRAL CITY, CA — Cathedral City's largest pride celebration was rebranded after the City Council approved changing the name and dates to better align with the growing community, officials said Thursday.
In a council meeting Wednesday, the City Council unanimously voted to officially change the festival's name from LGBT+ Days to Cathedral City Pride, with the dates rescheduled from March 5-7 to March 12-14.
According to Montage Agency LLC, the event's sponsor, the rebranding will provide a clearer regional and national identity. According to the staff report, the name change was proposed to honor the legacy of the event and shift to the growing and inclusive pride community.
It was important to include the word pride in the rebranding as it is internationally recognized and improves marketability.
"We are thrilled by the City Council's unanimous support and vision for the future of this event," Michael Westman, marketing manager for Montage Agency, said in a statement. "Renaming the event to Cathedral City Pride honors the spirit and heritage of the LGBTQ+ community while positioning it for continued growth. Aligning our dates more strategically across the regional calendar ensures a vibrant, high-energy weekend that residents, visitors and sponsors can look forward to year after year."
Last year, the event held its most successful edition, with more than 12,000 attendees and received its inaugural community leadership award from the Human Rights Campaign's national office, according to the staff report.
Officials said planning for next year's event was underway and ticket information to be announced at a later date.
"Cathedral City has built a reputation as one of the most welcoming cities in California, and this name carries that forward," Ryan Hunt, the city's director of communications and engagement, said in a statement.
Sign up for free local newsletters and alerts for the
Palm Desert Patch
Patch.com is the nationwide leader in hyperlocal news.
Visit Patch.com to find your town today.