Music fans at this year's Coachella Valley Music and Arts Festival who need to tame the gnawing in their stomachs can choose from a slew of local fare that should satisfy the simplest to the most sophisticated of taste buds.

The new vendors' row is made up of about a dozen local restaurants and businesses that hail from the Coachella Valley.

The Falls Steakhouse, with locations in La Quinta and Palm Springs, is serving up a grilled tenderloin steak sandwich.

Indio's Big Willie's Catering is slapping together pulled pork and beef barbecue sandwiches.

And, Leon's, of Palm Springs, is serving up bowls of jambalaya.

And for those who want vegan fare, Flying Disc Ranch, of Thermal, is selling dates and grapefruits.

La Quinta Baking Company has crepes, wraps and sandwiches.

Murph's, with locations in Bermuda Dunes and Palm Desert, served up their famous pan-fried chicken.

Other vendors are slinging everything from hot dogs to shrimp cocktail.

“I'm hungry so everything looks good,” said Juan Herrera, 18, of Riverside, Saturday as he munched on some Thai food from Pepper's Thai Cuisine, in Palm Springs.

Prices for much of the food hover around $7 to $10.

For many of the participating businesses, this is their first taste of Coachella and they hope it proves to be successful for their bottom lines.

“It's great for the local businesses to be a part of something that's so big for the valley,” said Josh Rushlow, owner of Murph's. “It's nice to get the local names out there.”

Leon's had a fairly busy Friday night with crowds yearning for something to keep them warm.

“After it gets cold, that's when we really (sell) the jambalaya,” co-owner Tony Gallardo said.

Willie Lynch, owner of Big Willie's, is a Coachella veteran who has worked the event for several years.

“The economy is terrible and this helps a lot,” Lynch said. “It's very important to be here. It's a lot of work, but I love it.”