Creating value for our Partners and engaging them in the mission and vision of the Greater Palm Springs Convention & Visitors Bureau is the primary goal of CVB Partnership. As part of the Destination Development department, the Partnership team is the key liaison between the CVB, our hospitality and tourism Partners and the community. The team works closely with Partners to discern their business objectives and connect them with the CVB’s innovative programs, new opportunities and strategic enterprises aimed at increasing awareness of Partner companies and organizations. In 2020, Partnership focus will include promoting CVB programs and opportunities to tourism Partners, expanding community relationships and improving workforce development that supports the needs of our tourism community.

Promoting Opportunities for Partners
By expanding awareness of CVB Partner marketing and advertising opportunities and connecting Partners to resources and other businesses that provide synergistic relationships within the destination, we aim to contribute to the creation of increased economic opportunity.

Free Promotional Partner Opportunities
In 2020, free promotional opportunities for CVB Partners include:

• Event listings on; the event calendar receives approximately 500K views each year
• Event calendar widget offering visitors to Partner websites a comprehensive event calendar that promotes destination visitation without ever leaving the Partner’s website
• The Chill campaign, which provides an online showcase to market year-round promotions and packages
• Deals in the fall that support the CVB’s health-and-wellness pillar
• California Restaurant Month deals promoting CVB Partner dining deals

Reduced Cost Co-Op Partner Opportunities

• Website advertising on, reaching 3.2 million visitors annually
• Co-op advertising campaigns, furthering awareness and driving visitation and sales
• Collaboration with Palm Springs Life, including directory listings and special advertising incentives

In 2020, Partnership will meet with all Tourism Business Improvement District (TBID) hotels to ensure they understand and utilize all of the benefits available to them. New for 2020, TBID hotels will earn a rebate on their annual Partnership dues amount, which allows them the opportunity to put those dollars directly toward marketing co-ops, sending employees to the Oasis Awards, funding CTA registrations or contributing to the Greater Palm Springs Tourism Foundation.

Expanding Community Relationships
The CVB works closely with community to both understand the needs and the impact of tourism on our community and promote opportunities to connect with visitors and other tourism Partners. The Partnership team attends community events in all nine cities and works closely with chambers—including the Greater Coachella Valley Chamber of Commerce, Palm Desert Area Chamber of Commerce, Indian Wells Chamber of Commerce, Rancho Mirage Chamber of Commerce and Palm Springs Chamber of Commerce—to expand our reach within the community.

We will continue to help build relationships that benefit our hospitality Partners and their employees and increase awareness of important community organizations, such as FIND Food Bank, LifeStream and Desert AIDS Project. We support these community organizations through partnering on events, incorporating them in marketing campaigns and attending their fundraising and awareness events.

Workforce Development

Certified Tourism Ambassador (CTA) Program

Greater Palm Springs Tourism Ambassador logo

As identified in the Destination Development Plan, access to education and continuing education are paramount to achieving and maintaining a thriving tourism industry, a skilled workforce and a robust economy. The CVB and its Partners will need to provide continued support to the growing hospitality programs at California State University, San Bernardino Palm Desert Campus and College of the Desert.

The CVB introduced the Greater Palm Springs Tourism Ambassador program in 2019 to augment existing educational opportunities and maintain the highest standards for excellence in the local tourism and hospitality community. Accredited through the Tourism Ambassador Institute®, the program is designed to elevate performance, enhance the visitor experience and increase tourism in the destination. The CVB certified over 450 people in 2019 and held monthly mixers and experiential opportunities for CTAs at attractions across the destination.

In 2020, the CVB seeks to continue to grow both individual CTA class registrations and private group class registrations. Trainings are held at the CVB office as well as various Partner sites. We will also continue to offer monthly networking mixers and experiential opportunities to CTAs as well as freebies and discounts to local attractions throughout the year.  

Partners can find more information about the CTA program at

Continuing Education
In addition to the CTA program, the CVB will introduce quality service training opportunities to its Partners in 2020. The program curriculum and instructors come from The Ritz-Carlton Leadership Center and will take place four times in 2020 at multiple locations throughout Greater Palm Springs.

Partnership will also continue the gpsNEXT partner education series with topics including marketing, social media and public relations available to hospitality partners and their staff.