{ "item_title" : "Coachella", "item_author" : [" Erica M. Ward "], "item_description" : "Coachella was founded by Jason L. Rector in 1884 under the name of Woodspur. Rector established a wood siding for the railroad company and cleared the mesquite trees in the local area. As the town developed with the guidance and hard work of the early residents, the town elected to change its name to Conchilla in 1901. However, a clerical error would result in the town's name being registered as Coachella. The growth and development of the town would steadily continue while the agricultural industry took advantage of the year-round growing season. The unique development of the date industry in Coachella and the surrounding towns provided a strong economy for local residents. Flourishing in the unforgiving extreme heat of the Coachella Valley remains a testament to the ingenuity of the people of this desert valley.", "item_img_path" : "https://covers3.booksamillion.com/covers/bam/1/53/167/719/1531677193_b.jpg", "price_data" : { "retail_price" : "31.99", "online_price" : "31.99", "our_price" : "31.99", "club_price" : "31.99", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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