ANAHEIM, Calif. — When Drew Gershenson, vice president of programming at Acrisure Arena, moved to the Coachella Valley in January 2022, he was tasked with learning about the nine cities and their residents in the desert community. What immediately stood out was the vast and growing Latino population, and it became clear that part of his mission would be to ensure that the valley's next stadium-sized arena reflected that culture in its entertainment.

"It became a goal and a staple of mine to bring that same kind of feeling to the programming at the arena where there is something for everybody to enjoy in the valley," Gershenson said in a Zoom call.

According to the 2020 Census, only Palm Springs saw a slight decrease in Hispanic or Latino residents, while others, like Cathedral City, experienced the most growth in its Latino population at 60%. Other cities in the valley also saw a steady increase in the population.

To better understand the entertainment and what locals would like to see, he hired Coachella resident Arturo Aviles, who helped show him around the cities and the Latin culture that has been booming in the valley.

"What I came to realize was there was a big hunger for Latin programming, a big desire for it, and not only were they hungry for it, but the community came out and has bought tickets and has sold out many shows," Gershenson said.

The valley is no stranger to Latin music, especially with the Coachella Valley Music and Arts Festival, which has also taken notice of the massive popularity of the genre. Over the last five years, the festival lineups have featured acts like Anitta, Karol G, J Balvin and also welcomed the first solo Latino artist, Puerto Rican trap star Bad Bunny to headline the fest last year, while Latin music in the U.S. continues to be the most streamed category.

According to Luminate's 2024 Midyear Report, Latin music has become the fastest-growing streaming genre, up 15.1% from June of last year. A 2023 Luminate Report found that regional Mexican music was a key factor in that growth, becoming the fastest-growing Latin subgenre (up 49% year-over-year) and producing some of the biggest Latin songs last year.

While Coachella offers Latin stars its stages a few times a year, the venue has worked to host major acts monthly since it opened its doors in December 2022. It has featured performers such as Ana Gabriel, Caifanes, Banda MS and several other prominent stars showcasing the sounds of the Latin diaspora.

Gershenson said that Goldenvoice, the promoter that organizes Coachella and the Stagecoach Country Music Festival, has welcomed him and his team, which has helped them better cater to Latin music fans.

One of his proudest moments came in April when Colombian superstar Shakira announced that she would kick off her world tour starting at Acrisure Arena at a surprise appearance onstage with Bizarrap at Coachella. His team had been working with Shakira's team when they came up with the idea to announce it at the festival. A few hours after the performance, she went live on Instagram from the arena in front of the marquee for a reannouncement to her fans.

"I was there at that Coachella set, and it was all amazing," he said. "It was a huge win for us with a lot of eyeballs on Acrisure Arena and one of our great success stories."

Gershenson added that he's been proud of the work he and his team have accomplished since the arena opened in providing entertainment that reflects the community and no longer requires residents to make the trip to Los Angeles for stadium acts.

While the year is coming to a close, Acrisure Arena plans to host Latin stars of all calibers including some Mexican regional music giants, pop stars and more.

Here's 12 Latin music shows to close out 2024. Be sure to check the venue website for the most up-to-date information.

Carin León

Balladeer Carin León made history earlier this year, becoming the first artist to perform mainly in Spanish at Stagecoach. He's currently on tour supporting his latest release, "Boca Chueca, Vol. 1," where he showcases his versatility in music styles, including tracks tinged in ska, pop, corridos tumbados, alt-rock and more. 8 p.m. Sept. 1. Tickets start at $156 at Ticketmaster.com.

Peso Pluma

Mexican hitmaker Peso Pluma is headed back to the valley after his Coachella performance earlier this year, only this time he'll be performing most of the hits off his fourth studio album, "Exódo." The 24-track album leads with corridos tumbados, an element that helped solidify his status as a leading force in regional Mexican music, but also adds impressive hip-hop and reggaetón collab tracks featuring Cardi B, Quavo, Anitta and Rich the Kid. 8 p.m. Sept. 6. Tickets start at $196 at Ticketmaster.com.

Chayanne

Puerto Rican singer and actor Chayanne hadn't released an album in over nine years before he dropped last year's "Bailemos Otra Vez." It became his 15th album to debut on the Top Latin Albums chart but also made him only the second artist in history to achieve a top 10 on the chart in every decade since the '80s. The tour, just like the title of the album (which translates to "Let's Dance Again") promises lots of choreography that will surely have you moving to the Latin pop hits of Chayanne. 8 p.m. Sept. 20. Tickets start at $91 at Ticketmaster.com.

Fuerza Regida

San Bernardino's own Mexican regional music stars Fuerza Regida have come a long way from playing backyard parties to now filling stadium seats and selling out new venues like the Intuit Dome in Inglewood. The group who centers their bicultural Mexican-American identity is out promoting their latest release, "Pero No Te Enamores," which incorporates EDM, reggaeton and collaborations with Colombian rapper and singer Maluma and DJ and producer Afrojack. 8 p.m. Sept. 29. Tickets start at $193 at Ticketmaster.com.

Ivan Cornejo

Another local rising star is Riverside's Ivan Cornejo who is embarking on his first stadium tour in support of his latest release, "Mirada." The Mexican-American performer went viral on TikTok with his song "Esta Dañada," which was used as the soundtrack of millions of videos on the app. His new album fuses indie rock and folk influences with his sad sierreño music that's become his trademark sound. 8 p.m. Oct. 13. Tickets start at $53 at Ticketmaster.com.

Grupo Firme

Grupo Firme has cemented their stardom as a stadium act selling out seven back-to-back shows at Los Angeles' Crypto.com Arena and becoming the first banda to perform on Coachella's mainstage. The Mexican regional group's shows are often filled with a spectacular stage presence consisting of 24 musicians, a massive horn section of 18, along with guitars, bass, drums and of course, an accordion. Fans can expect several costume changes, pyrotechnics, and some on-stage shots of tequila. 8 p.m. Oct. 18. Tickets start at $102 at Ticketmaster.com.

Codiciado

It was only about a decade ago when Tijuana-born singer Erick de Jesús Aragón Alcantar, better known as Codiciado, was working service jobs, including as a farmworker in Fresno. He began his career with Grupo Codiciado as the lead vocalist but left after members agreed to pursue other projects, including him, who went solo. Now he's out on tour supporting his upcoming album, "No Lo Intenten En Casa Vol. 2." 8 p.m. Oct. 20. tickets start at $53 at Ticketmaster.com.

Shakira

In epic fashion, Colombian pop icon Shakira announced her first world tour since 2018 after rising from a podium during a surprise performance with Argentine hitmaker and producer Bizarrap at Coachella earlier this year. The stage's primary background read, "La Loba Se Viene" ("The She-Wolf is coming") a reference to her "She-Wolf" hit. In a short speech, Shakira thanked fans and promised to deliver a world tour that would start in the valley at Acrisure Arena. 7:30 p.m. Nov. 2 and Nov. 3. Tickets start at $345 at Ticketmaster.com.

Los Tigres del Norte

Considered the OGs of corridos, Los Tigres del Norte reminded fans of the genre that they're not going anywhere. Their hit "Agui Yo Mando" (also the name of their ongoing tour) jumped to number one on the Aug. 17 list of Regional Mexican Airplay. According to Billboard, it made the group the newest member of five groups with at least 17 hits or more since Regional Mexican Airplay began in 1994. 8:30 p.m. Nov. 8. Tickets start at $54 at Ticketmaster.com.

Marco Antonio Solís

Fans of Marco Antonio Solís are in for a treat with his Eternamente Agradecido World Tour as it is set to feature hits that span across his musical trajectory both as a solo artist and from his time in the iconic group Los Bukis. Along with a throwback of songs, fans can expect a stage layout comprised of vibrant colors, roses, clocks, a live band, and a mariachi. 8 p.m. Nov. 9. Tickets start at $77 at Ticketmaster.com.

Matute

The Mexican sextet known as Matute has made a name for itself by paying tribute to '80s music, fashion and culture in their shows. Their catalog includes covers from Michael Jackson's "Thriller" to the "Ghostbusters" theme song. 8 p.m. Nov. 14. Tickets start at $40 at Ticketmaster.com.

Yuridia

Mexican pop icon Yuridia is out on tour in support of her upcoming album, "Pa' Luego Es Tarde Vol. 2." Although she finished second in the fourth season of the reality competition show, "La Academia," she has become the series' best selling artist. Over the past several years, she's explored several Latin music genres including cumbias, and collaborated with Los Ángeles Azules to produce "Felicítalo." 8 p.m. Dec. 1. Tickets start at $52 at Ticketmaster.com.

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