Sonny Bono

Salvatore Phillip “Sonny” Bono (1935–1998) was a multifaceted figure—pop star, television personality, restaurateur, and ultimately a transformative political force in Palm Springs and the broader Coachella Valley.

Who He Was

Salvatore "Sonny" Bono wasn't just one-half of the iconic pop duo Sonny & Cher—he was a man who refused to be boxed in by any single title. Born in Detroit and raised in Southern California, Bono became a household name in the 1960s music scene. But after the spotlight dimmed, he made his way to the desert, opening a restaurant in Palm Springs with his wife Mary and embracing a quieter life.

That quiet didn’t last. After a frustrating fight with city hall over permits and signage, Sonny did what few expected: he ran for mayor. His 1988 campaign, once dismissed as a gimmick, ended in a landslide victory. And with that, the man who once wrote pop lyrics became the author of a new era in Palm Springs history.

Why He Matters

As mayor from 1988 to 1992, Sonny Bono rebranded Palm Springs from a party town to a family-friendly destination. He famously cracked down on Spring Break chaos—closing Palm Canyon Drive to traffic, enforcing public drinking laws, and even banning thong bikinis. The national headlines were loud, but the results were clear: Palm Springs had entered a new chapter.

Bono's boldest move may have been launching the Palm Springs International Film Festival, now one of the most important film events in North America. His vision transformed the city into a Hollywood-adjacent showcase for art, culture, and sophistication.

In 1991, he helped kick off VillageFest—an open-air Thursday night street fair that remains one of downtown Palm Springs’ most beloved weekly events, featuring over 160 vendors, live entertainment, and family fun.

After his mayoral tenure, Bono carried that same passion to Congress. Elected in 1994 to represent California’s 44th District, he championed conservative values but also pushed progressive ideas like wind energy tax credits and legislation benefiting local tribal nations. One of his top environmental goals was revitalizing the Salton Sea—an effort that still echoes today.

Legacy Today

Sonny Bono’s legacy is etched into the very fabric of the Coachella Valley:

• The Sonny Bono Salton Sea National Wildlife Refuge honors his environmental work.

• Sonny Bono Memorial Highway names a key stretch of Interstate 10.

• Palm Springs International Airport’s Sonny Bono Concourse greets visitors with his lasting presence.

• A life-size bronze statue of him stands in Plaza Mercado, welcoming foot traffic at the heart of downtown.

• He’s remembered with a Golden Palm Star on the Walk of Stars.

• VillageFest and the Palm Springs Film Festival—both Bono initiatives—still define the city's cultural calendar.

Following his tragic death in a skiing accident in 1998, Sonny was laid to rest in Cathedral City. His headstone reads, fittingly: “And the beat goes on.”

Why He Endures

Sonny Bono wasn’t just a celebrity mayor or a novelty candidate. He was a desert pioneer who saw Palm Springs not just for what it was—but for what it could be. His blend of charm, stubbornness, and civic pride gave the city a new identity. Whether walking past his statue, attending the festival he founded, or cruising the freeway bearing his name, you can still feel his pulse running through the valley.

The beat, indeed, goes on.