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

When Rasheed Louis was growing up in San Bernardino, there weren't many resources available for creative minds — even though there were several people capable of rising through the ranks. He went to school with someone who he thought would become the next YouTube star, for example, but later got caught up in drugs and gang activity.

That's one of the many reasons he created Palm Desert-based production company LevelOne11 with co-owner Joffrey Gurule.

"It's about creating those spaces where people can actually flourish, and it's (important) that it is accessible for them and affordable as well," he said.

Take patron Jose Pineda, an owner of a video production and digital marketing company whose work revolves around creating content for clients, for example.

His clients typically want videos or podcasts, and so he went searching for a studio that could provide both. He had plenty of options to choose from in Los Angeles, but the Inland Empire resident was looking for a more convenient location away from all the traffic.

The right space ended up being LevelOne11, which has been bringing creatives from various talents and mediums together for nearly a year and is located at 74-399 Highway 111 Suite M.

Louis already had experience running a studio space in Pomona, Wonderwall Space, as well as a marketing agency and production house. Gurule, who comes from a medical staffing background, approached him about opening a new studio space. At first, Louis wasn't entirely convinced — his first studio was more of a "side business" — but after a few years of building up their relationship, they decided to partner up on the Palm Desert space.

Gurule felt the Coachella Valley had a lot of potential, particularly with its residents and businesses, but didn't think "the resources have really caught up to the growth of the valley in the past five to 10 years."

"There's a lot in the creative space that's there that hasn't really had a venue or a different way to actually promote," he said. "We thought, 'OK, let's create a space that gives 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."

The 3,500-square-foot studio has a number of different creative opportunities available. A recording studio can be rented out by those who want to work on a podcast (it comes equipped with an expandable desk for up to six guests and two microphones), while a stage area is ideal for video productions, like music videos or shows. There is also a work room for business meetings or classrooms that can accommodate 20 to 30 guests, as well as a kitchen and common room area. Spots can be reserved in advance at levelone11.com.

There's also usually someone in the studio who can help patrons with equipment, lighting and other issues, Louis said.

In its first year, LevelOne11 has hosted everyone from a single mother recording a podcast to professors and business professionals holding events, the owners said. One of their first clients was Microsoft co-founder Bill Gates, who stopped by to take photos for his book, which Gurule said was a "very unique" experience.

Pineda utilizes the studio once or twice a week for his clients' videos and podcasts, and is currently working on a new morning show for NBC Palm Springs. While he usually brings in his own recording equipment, Pineda said he has used the studio's lights system and cameras. The Palm Desert location has also given him a chance to meet and connect with local artists and business owners.

As any new business owner in the Coachella Valley comes to learn, understanding the ebbs and flows of the season has been an interesting part of the journey for Louis and Gurule. When they first opened, they enjoyed cooler temperatures and a stream of creativity inside the studio, but once the summertime hit, "pretty much everything shut down," Louis said.

But no matter the time of year, the owners have put on a number of events to introduce locals and other creatives to the space and get to know their needs. Their Spotlight Sessions highlight various musical artists in the community, while IGNite Mixers provide a business networking event.

"Whenever you plan a brick and mortar in any city, the thing is that you can go in with a preconceived vision of what you believe the community needs, but over time as they interact with the space, as they fill out the space, the definition of their use develops and you adapt around them," Louis said.

What he's learned is that people in the community wanted a unique new space where they could hold events or gather, and they wanted a production quality they could trust.

He's also noticed quite a few differences from the people utilizing his studios in Pomona and Palm Desert. With the former, there's more of a younger crowd who are going after their side hustles and passion projects, he said. In Palm Desert, it's a "more polished field" and "more mature crowd."

"This is what they do. This is their living," Louis said. "I haven't met anyone that's come to the studio where this was not their primary thing." He admitted that could be due to people earning higher incomes or retirees pursuing their passions without having to worry about money.

No matter how someone utilizes the space, it's been rewarding for Louis to see people put themselves out there and create something. "Most people are afraid to share their ideas," he said, "especially when it’s not perfect yet."

Gurule is still very hungry to keep "leveling up" with the studio. He wants to put LevelOne11 on the map as a must-see stop for artists who are coming to the area for the Coachella Valley Music and Arts Festival in April or other events.

"We're barely 10 months into this, but just looking at already what we've been able to build, I'm just really excited ... to grow and stretch further out," Gurule said.

To learn more about LevelOne11, visit https://levelone11.com/

Ema Sasic covers entertainment and health in the Coachella Valley. Reach her at ema.sasic@desertsun.com or on Twitter @ema_sasic.

This article originally appeared on Palm Springs Desert Sun: LevelOne11 Studio in Palm Desert is a new spot for creative minds