The Coachella Valley Firebirds hockey team will launch its new brand, Los Firebirds, on Saturday as a tribute to Hispanic culture and community.

“Los Firebirds is the Firebirds through the eyes and heart of the Coachella Valley’s vibrant culture rooted in Hispanic heritage, but open to all,” Gina Rotolo, president of marketing and business services for the Firebirds, said in a statement.

The American Hockey League affiliate of the Seattle Kraken will unveil its new identity at the city of Indio’s “Viva Indio” event, a celebration to honor Hispanic heritage.

The free, all-ages event will be held from 5 p.m.-9 p.m. Sept. 13 at 82881 Miles Ave., in the downtown area, organizers said.

It will feature live entertainment including mariachi band and folkorico dancers, local food vendors, a ki

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