Community Outreach

The Coachella Valley Firebirds are committed to serving our community.  In collaboration with strategic partners, we have developed programs that advocate for health and wellness.  Our mission is to educate and encourage our youth to exercise a healthy lifestyle.

2022-2023 Community Pillars and Programs 

Health – Extinguish Bullying & FIND Food Bank Partnership 

Recreation – Firebirds Street Hockey 

Education – ‘Stick to Reading’ Program 


One Valley. One Team. Rising Together.

“We are thrilled to be able to share and grow the legend of Fuego, Coachella Valley’s newest ambassador,” said Steve Fraser, president of Acrisure Arena and the Coachella Valley Firebirds. “He is more than a representative of our new hockey team, a role which we know he will embrace and carry out with dignity and strength. In addition, Fuego is purpose driven working to establish long-term programs on behalf of the Firebirds organization, Acrisure Arena and in conjunction with many of our community partners, Fuego will actively promote health, recreation, and education programs for the Coachella Valley.”

The Firebirds and Acrisure Arena have a commitment to excellence, which extends beyond the team’s on-ice efforts and events at the arena. The organization is dedicated to building programs with impact to improve the lives of children and adults across the Coachella Valley.

“Fuego will be a true ambassador for our organization and for the community,” Firebirds vice president of branding and community relations Shannon Miller stated. “It is important for our organization to be actively involved in the community, especially with the younger population. This is more than just bringing hockey to the desert; it is about collaborating on core community pillar programs with partners that allows us to provide a foundation of values that kids can tap into throughout their life.”


Street Hockey


The Firebirds will continue to bring Street Hockey to kids across the Coachella Valley area this fall. Building upon the success of last spring’s inaugural season of Street Hockey, which was held in conjunction with community partners including ASES, YMCA, Desert Recreation District, Boys & Girls Club and Big Brother Big Sisters of the Desert.  

The program put more than 6,000 kids through the basics of hockey while teaching the fundamentals of the sport, discipline, and leadership. Firebirds Street Hockey will continue with an expanded footprint this fall to advocate for health and wellness for children through sportsmanship, teamwork, and competition.

Starting this August, all three Unified School Districts will implement street hockey in PE classes. Programs will be managed by each school district directly with training from Firebirds Street Hockey instructors. Additionally, our Firebirds Comprehensive Street Hockey Guide will be provided.  Our guide offers a complete series of core skills and drills, for players with different skill levels from beginners to elite.   

Information is available at local schools and through our partners:  

Desert Recreation District 

YMCA 

Boys & Girls Club 


‘Stick to Reading’ Program 


The Coachella Valley Firebirds and Acrisure Arena are igniting the “Stick to Reading” program this 2022-2023 Academic Year. The reading program will inaugurate with over 22,000 K-5 participants from 14 Coachella Valley Unified Elementary Schools and 20 Desert Sands Unified Elementary Schools.   

“Stick to Reading” was strategically designed to enhance reading skills, writing skills, vocabulary, comprehension, and creativity. Our primary objectives are to promote education and help our local school districts improve California State Assessment scores. Every student will have an opportunity to win a prize based on effort, improvement, and performance on their iReady Diagnostic Assessment results. The assessment is administered 3 times a year, and it is aligned with California Smarter Balanced Assessments.  Students will be rewarded with bookmarks, stickers, bracelets, a pizza party with Fuego and other blazing hot prizes.


FIND Food Bank Partnership

FIND Food Bank is a healthy food bank that delivers fresh and non-perishable food to a vast network of community agency partners which is provided directly to people in need within the Coachella Valley.

For more information or to get involved, visit www.findfoodbank.org

Community Events 
The Coachella Valley Firebirds are committed to participating and attending community events.  You will see us at fairs, festivals, parades and many other events.  Sign up for our newsletter to learn more about upcoming events. 

Community Partnerships
We are extremely happy to announce our partnership with the After School Education and Safety (ASES) program at Coachella Valley Unified School District, YMCA, Desert Recreation District, Desert Sands Unified School District and the Boys & Girls Club.

Community Contacts
Want to learn more about all our community programs? We want to hear from you! Please contact:

Shannon Miller, VP of Branding & Community Relations, smiller@oakviewgroup.com

Zoe Hickel, Manager Hockey Programming & Community Relations, zhickel@cvfirebirds.com

Arturo Aviles, Community Engagement Manager, aaviles@oakviewgroup.com

Community Operations


Zoe Hickel

Zoe Hickel

Manager, Hockey Programming & Community Relations zhickel@cvfirebirds.com Open Full Bio
Arturo Aviles

Arturo Aviles

Community Engagement Manager aaviles@acrisurearena.com Open Full Bio