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Coachella Football Association pitches expanded recreation, coach training and scholarships
Summary
Coachella Football Association told the Parks Commission it can provide affordable recreational programming, annual coach/referee certification, partnerships with colleges and pro clubs, and scholarships to broaden opportunities for Coachella children.
Coachella Football Association (CFA) presented a proposal to the Parks and Recreation Commission emphasizing expanded recreational programming for entry-level players, girls’ teams, coach and referee certification, community events and fundraising to support scholarships and travel opportunities.
CFA speakers said the organization is locally based, staffed by community members and has existing partnerships with college coaches and professional clubs; they cited past travel to Europe and potential collaborations with teams such as LA Galaxy and LAFC as evidence of network strength. The presenters said CFA’s submitted financials project roughly $6,240 in net revenue under their model and described plans to set aside funds for scholarships so Coachella children could participate regardless of family income.
During Q&A commissioners asked whether coach and referee training would be certified annually; CFA answered that certification would be provided every year and that local college students could be hired to referee and coach as paid positions. When asked about registration fees, CFA representatives gave a range for some age groups (approximately $30–$35) and said they would prioritize keeping programs affordable and reserving rec-league slots for city residents while creating space for competitive and club play elsewhere.
CFA presenters pushed back against social-media claims that a new operator would displace local kids, calling those narratives "false" in the hearing. Commissioners noted those reputational concerns were part of the public conversation and directed staff to include community access protections in any contract terms reviewed by City Council.
The commission did not award a contract at the meeting; staff will forward the commission’s formal recommendation to City Council, which will make the final award and negotiate contract terms.
Representative quote: "We want the city of Coachella, the kids of Coachella, the community to improve and grow ... it's not what we're about" — CFA presenter Claudia Lou Alvarado.
