Palm Desert's LevelOne11 Studio draws creative minds from the Coachella Valley and beyond

by Jacob Solomon Feb 4, 2023 News
Palm Desert
Co-owners Joffrey Gurule and Rasheed Louis welcome guests to their IGNite Mixer event at LevelOne11 in Palm Desert, Calif., Thursday, Sept. 29, 2022.

Even though there were several people capable of rising through the ranks, there weren't many resources for creative minds when he was a child. He was caught up in drugs and gang activity after going to school with a person who he thought would become a star on the internet.

That's one of the reasons he and his co-owner created LevelOne11.

He said it's important that it's accessible for them and affordable.

Jose Pineda is an owner of a video production and digital marketing company who works with clients.

He was looking for a studio that could provide both video and audio. He had a lot of options to choose from in Los Angeles, but he was looking for a more convenient location.

LevelOne11 is located at 74-399 Highway 111 Suite M and has been bringing creatives from all over the world together for nearly a year.

In addition to Wonderwall Space, Louis had experience running a studio space and a production house. He approached him about opening a studio. After a few years of building up their relationship, they decided to partner up on the Palm Desert space.

The resources have really caught up to the growth of the valley in the past five to 10 years, but Gurule didn't think that was a good thing.

Performing artist Jaelyn sits for an interview with project assistant manager Cesia Benitez in the podcast recording room during a Spotlight Sessions event at LevelOne11 in Palm Desert, Calif., Thursday, June 16, 2022.

A lot of the creative space has not had a venue or a different way to promote it. "We wanted to create a place that gave people something different, an opportunity to explore their creativeness, and maybe even bring people from other areas, not just LA or San Diego, but from even back East."

There are a lot of different opportunities in the studio. A recording studio with an extendable desk for up to six guests and two microphones can be rented out by people who want to work on a podcasts. There is a work room that can hold up to 30 people, as well as a kitchen and common room area. At, you can reserve spots.

Someone in the studio can help patrons with equipment and other issues.

In its first year, LevelOne11 has hosted people from all walks of life, from a single mother to professors. One of their first clients was Microsoft co- founder Bill Gates, who stopped by to take pictures for his book.

Pineda uses the studio once or twice a week for his work, and is currently working on a new morning show for NBC Palm Springs. Pineda said he has used the studio's cameras and lights. He has been able to connect with local artists and business owners at the Palm Desert location.

Performing artist Dalilah Rose sings during a Spotlight Sessions event at LevelOne11 in Palm Desert, Calif., Thursday, June 16, 2022.

Understanding the ebbs and flows of the season has been an interesting part of learning to run a business in the valley. When they first opened, they enjoyed cooler temperatures and a stream of creativity, but after the summer season, everything stopped.

The owners put on a number of events throughout the year to introduce locals and other creatives to the space. IGNite Mixers provides a business networking event while the Spotlight Session highlights various musical artists.

You can go in with a preconceived vision of what the community needs, but over time as they interact with the space, the definition of their use develops and you adapt around

People in the community wanted a new space where they could hold events or gather, and they wanted a production quality that they could trust.

There are a few differences between the people using his studios in Palm Desert and Pomona. There's more of a younger crowd who are going after their side hustles with the former. It's more mature in Palm Desert.

Eevaan Tré and The Show are seen in a mirror playing for a sound check before a Spotlight Sessions performance at LevelOne11 in Palm Desert, Calif., Thursday, June 16, 2022.

It's what they do. Louis said this is their living. I haven't met anyone who came to the studio for this to be their main focus. He said that it could be due to people earning higher incomes or retirees who don't have to worry about finances.

It's been rewarding for Louis to see people put themselves out there and make something. He said that most people are afraid of sharing their ideas.

"Leveling up" with the studio is a priority for Gurule. He wants to put LevelOne11 on the map as a must-see stop for artists who will be in the area for the festival.

"We're barely 10 months into this, but just looking at what we've been able to build, I'm really excited."

Guests mingle before music performances start during a Spotlight Sessions event at LevelOne11 in Palm Desert, Calif., Thursday, June 16, 2022.

Visit the website to learn more about Level One11.

Ema Sasic is a reporter in the valley. She can be reached at ema.sasic@desert Sun.