Saturday, May 23 & Sunday, May 24, Palm Springs, CA

After an eight-week COVID-19-induced closure, Cheeky’s reopens for takeout by hosting a pancake breakfast to benefit Keep Shining Palm Springs.

100% of the proceeds from pancake sales go to the fund aiding Coachella Valley small businesses impacted by the pandemic. Keep Shining has been hosting an online merchandise-based fundraising campaign ( and most products will be available for purchase on-site during the pancake breakfast. Small Businesses are welcome to apply for a grant from the group thru May 20.

WHEN: Saturday, May 23 & Sunday May 24, 9am-1pm

WHERE: Cheekys, 622 North Palm Canyon Drive


WHAT: A pancake breakfast-to-go with all proceeds benefiting non-profit Keep Shining Palm Springs.

Keep Shining merchandise will also be available for socially-distanced sale. “It’s been amazing to see the desert community of small business owners unite and support one another during these challenging times as both beneficiaries of the fund and friends/supporters of Keep Shining—truly illustrating the point that together is better.” – Ashley Busenius Coy


Keep Shining Palm Springs is a California non-profit benefit corporation whose mission is to raise and distribute emergency funds to provide financial relief to small businesses and service workers located in the Coachella Valley during times of economic challenges and/or disasters.

The fund was founded during the outbreak of COVID-19 by Christine Soto, owner of Dead or Alive, and Ashley Busenius Coy and Glen Coy, owners of Windmill City Screen Printing, as they witnessed their community of Small Businesses in Palm Springs and the Coachella Valley face immediate closure. With a lack of local aid and no-strings-attached funding, the concept of a grant for entrepreneurs in crisis was born. #keepshiningpsp

Cheeky’s arrived on the Palm Springs dining scene in 2008, sparking a revolution with its inventive menu that changes from week-to-week. Serving up creative meditations on breakfast and lunch, the restaurant has become an institution, attracting a faithful following for its commitment to making everything from scratch using only the freshest local ingredients. Over a decade later, no visit to Palm Springs is complete without a visit to Cheeky’s to indulge in crowd favorites like their pleasantly sinful Bacon Flight and seriously yummy Buttermilk & Fresh Corn Pancakes.

Dead or Alive is a locally owned and operated wine and beer bar turned wine shop on 150 E Palm Panyon Drive, Palm Springs CA, 92264 (next to El Mirasol South). Started by Palm Springs native, Christine Soto, Dead or Alive specializes in small production wine and craft beer. More at

Since 2014, Windmill City has spent the better half of a decade helping businesses, organizations and events in the Coachella Valley and beyond represent their best selves through quality decorated goods. Born from a background in retail and hospitality, Windmill City’s business perspective and use of innovative and environmentally sensitive practices make them a unique resource in the community for screen printing, embroidery and custom merchandise. More at @windmillcityscreenprinting

Christine Soto was born and raised in Palm Springs. She attended UCLA and remained in Los Angeles for a decade until she returned to Palm Springs in 2013 and opened Dead or Alive in 2015. She founded Palm Springs Wine Festival in 2018 which hosts a grand tasting of California Winemakers annually in December at Ace Hotel and Swim Club.

Ashley Busenius Coy was born and raised in Vancouver, Canada. She attended the University of Victoria, worked and traveled throughout Asia post-graduation, where she met her partner, and relocated to the Coachella Valley in 2011. Since then, she has freelanced as a consultant aiding hospitality and retail businesses with marketing strategy and worked in Event Production, Marketing and Project Management for Ace Hotel. In 2019, Ashley joined her partner as co-owner of Windmill City Screen Printing—servicing small businesses, organizations and events in the Coachella Valley and beyond.

For further information, please reach out to:

Christine Soto

Keep Shining Palm Springs / Dead or Alive


Ashley Busenius Coy

Keep Shining Palm Springs / Windmill City Screen Printing