Honestly, who ISN’T tired of the turnover and empty spaces at the River? All we seem to see are vacant storefronts, news of skyrocketing space rents, and businesses jumping ship to shopping centers across the road, or elsewhere in the valley if they didn’t close completely. While losing Forever 21 isn’t much of a loss, in my opinion in terms of a worthy business, it does leave a massive vacancy and open-window building to show off soon empty nothingness. Not a good look. I see a light at the end of the tunnel though.

Think about this: the River has been adding entertainment. That might be the key to its survival. Price gouging small retail businesses isn’t helping anyone and why the place is half empty these days. HOWEVER, they do have the restaurant mainstays in PF Changs, Flemmings, Yardhouse, Rocky Mountain Chocolate Factory, Cheesecake Factory, Babe’s, and Ben and Jerry’s; PLUS, the movies, now the Escape Games and soon the Kid’s Clubhouse, an indoor playcenter for youngsters. A huge empty spot like the soon vacant Forever 21 could easily house a similar concept to Laser Oasis that recently closed in Indio. A ropes and ladders climbing gym and a laser tag place can definitely fit in there and think of the business it brings in! Why do people move to the desert? To have fun! It’s cheaper than the cities and more relaxed, but also because it’s a resort town where they feel on vacation and it’s more fun than a sleepy small town that’s cheap to live in but boring. We’re known in the Palm Springs area for fun and attractions, and the River can not only amplify that world-famous image, but revamp the dream developers had years ago when it was built. Businesses centered around fun and ageless reach can flourish there and those places will eventually trickle in hungry kids and families who make a night of it for dinner, and even movies or a dessert treat like a cone on a hot summer night.

Escape, play, watch, and explore, visitors would love the more fun businesses opening up and will enjoy dinner nearby with all of their friends and loved one who also came with them. It’s a more open demographic than boutique shops that tend to be age and niche specific. In a mixed community of retirees and families flocking to our area, it’s time to blend us all together. Those places are also family affairs, more of who goes to the River, and it’s only going to increase as these places open and cater to them. The valley is changing and getting younger. Why not make the River great again by making it fun and the fun hub of the central Coachella Valley for families to have a great afternoon playing and eating together as they do most nights anyhow but everywhere else?

The council of Rancho Mirage, and its elderly residents, have taken much flack over recent years for being unreceptive to change and younger targeted businesses. Case in point: protesting the new In N Out burger just this week. As the tides turn in the CV though, I know younger and more open members will run and win elections which will transform the city’s landscape in areas like this one; and hopefully, whomever purchases the River (listed For Sale) will as well. To make this place a great venue again, we as residents and locals nearby need to be more open and vocal about suggestions and support for re-branding what’s possible. If we love an idea we should speak up as much as if we detested it. We also have to prove its worth if we’re ever going to attract new companies in that might actually stay and prosper. Take your kids to the movies and an ice cream, have some drinks at Drinkg and grab a quick burger around the river path. And Rancho Mirage, listen up: we want FUN. Not pricey, or cheap, shops. FUN. Fun with our kids, fun for date nights, fun for moms desperately needing a night out with friends, fun like an arcade, rock climbing place, or paint and sip studio, fun like whatever. Less shops, more “Let’s go out and do something” and bring everyone along. Then we’ll eat, drink, and who knows what else all in one place for hours. Sound like a plan? Also don’t forget that the Omni Resort is across the street. Paying travelers on vacation seek out fun and close places to take the kids to let off their energy while they relax. Just something (immense potential) to keep in mind.