STRATEGIC PLAN
 

• Air Service: Greater Palm Springs’ evolution as a year-round destination heavily relies on the development of year-round air service. In 2018, the CVB successfully formed partnerships with several airlines utilizing both subsidies and cooperative marketing agreements. These initiatives resulted in expanded airline operations and new nonstop flights to our destination, leading to a 10% air service increase over 2017. In 2018, we saw the following additions to air service:

Additionally, we have seen an increase in frequency for Chicago, Denver, Houston, New York, Portland, Salt Lake City, Seattle and Vancouver. In 2019, we will continue to strengthen these partnerships and advance efforts to generate additional airline partnerships and expanded service.

Continuing and expanding subsidy remains integral to developing year-round service and requires substantial support. We know that airlines will not risk year-round service into Greater Palm Springs without a minimum revenue guarantee or cooperative marketing agreement.

Consistent year-round air service will also serve to attract new companies and diversify the economy as well as contribute to the growing needs of tourism and meetings. The master plan also recommends the establishment of immigration and customs facilities at the airport for international charter flights; expansion from Canada; and new markets such as Mexico and, long-term, Asia.

• Rail Service: Access from Southern California will continue to be an issue. Adding daily Amtrak service would enhance the accessibility of the destination to in-state and international travelers tremendously. The Riverside County Transportation Commission is coordinating the effort to address all of the requirements to help make this a reality. The proposed intercity passenger rail service between Los Angeles and Indio is considered a long-term initiative that will not likely develop until 2020 or beyond.

• Greater Palm Springs Certified Tourism Ambassador™ (CTA) Program: Outstanding customer service is an essential hallmark for success in tourism and hospitality. To increase tourism by enhancing the visitor experience in our destination, the CVB introduced a nationwide industry-accredited CTA program in Greater Palm Springs. In 2019, the CVB plans to recruit and enroll 500 local tourism professionals. Successful completion of the program will result in the CTA designation. Trainings will take place at various Partner sites throughout Greater Palm Springs in half-day interactive sessions. The curriculum is designed to instill an in-depth understanding of the vital importance of tourism and its direct impact on the destination when visitor expectations are exceeded. For annual re-certification, CTA program graduates must participate in continuing education activities.

• Greater Palm Springs Tourism Foundation: In 2018, the CVB established the Greater Palm Springs Tourism Foundation with the mission to enrich and elevate tourism in the region. The Foundation supports and initiates diverse programming related to the hospitality, convention and tourism industries with funds raised from the general public and other sources. Initiatives encompass education and leadership training, college scholarships, volunteer and mentor development, special event promotion and cultural enhancement. A nonprofit 501(c)(3) organization, the Tourism Foundation also focuses on extending tourism resources that are not currently available in the region.

• Hospitality Program: The CVB and Partners are supportive of the accredited hospitality management programs now underway at California State University, San Bernardino (CSUSB) Palm Desert Campus and College of the Desert (COD). The CVB supports the development of COD’s proposed west valley campus in Palm Springs that will house programs in hospitality and culinary arts. Professional hospitality programs designed to enhance industry skill sets will result in positive visitor experiences, driving return visitation and a continuous well-trained tourism workforce to meet the needs of our growing industry locally.

• Support University Growth: Continuing education plays a vital role in the local economy and overall quality of life. The CVB commissioned a study released in 2017 that posited aggregated combined operational expenditures and student spending of $15.1 million and a total economic impact of $22.6 million over the first five years of CSUSB’s Hospitality Management program in Palm Desert. We should all be united with the goal of growing the student base at CSUSB Palm Desert Campus and COD, providing a steady flow of skilled labor for our destination and our industry.

Outdoor adventure tourism is an industry that is growing rapidly and has measurable effects on destinations worldwide. Greater Palm Springs offers outdoor adventure as a natural component of the destination with a variety of geographic terrain, natural beauty and an abundance of opportunities for the adventure traveler.

In 2018, the CVB and its Partners made distinct strides in developing and creating awareness of the destination’s comprehensive natural assets and activities. The “outdoor adventure” lifestyle section on the CVB website, YouTube videos, social media and new content in the form of Partner listings are among the communications channels used to promote the wide spectrum of opportunities for outdoor adventure enthusiasts.

In 2019, the CVB will actively continue its collaboration with Friends of the Desert Mountains, Bureau of Land Management, CVAG, and Santa Rosa and San Jacinto Mountains National Monument to establish one list of authorized trails to be utilized by all organizations as the official list of trails. These trails will be promoted and uploaded to websites and popular hiking apps. Efforts in 2018 have resulted in nearly 60 authorized trails and the introduction of on-trail wayfinding signage.

Greater Palm Springs also served as the host destination for two new sporting events: The 2018 Margaritaville USA Pickleball National Championships held at the Indian Wells Tennis Garden in November, and the inaugural Ironman 70.3 in La Quinta/Indian Wells. The Ironman race is set to return to Greater Palm Springs in December 2019 and December 2020.

As we move forward, cities may need to consider building facilities to grow amateur sporting events and invest in such amenities as water activity features for attracting families during the summer months. There are also opportunities to attract additional events and establish new product, both of which may require added incentives to attract them to Greater Palm Springs.

Health and wellness offers a rich history as one of the destination’s “authentic experiences.” People have come to Greater Palm Springs since the late 1800s to relax, rejuvenate and heal their body, mind and spirit.

The Health & Wellness tourism segment also has synergy with many other niche tourism segments, including Spa Industry, Hot Springs, Outdoor Adventure, Beauty & Anti-Aging, Fitness & Weight Loss, Nutrition & Healthy Eating, Holistic Healing & Alternative Medicine, Mindfulness & Meditation, Preventative & Functional Medicine and Eco-Friendly & Sustainability.

In October 2018, the CVB launched the Live Your Wellest campaign in collaboration with our Partners to promote fall travel and drive midweek visitation to the destination by highlighting the sweeping array of wellness offerings available in Greater Palm Springs.

Notable events surrounding the campaign included Wanderlust’s inaugural Wellspring event, which took place October 26-28, 2018. Wellspring made an impressive debut over its three-day period. The event brought in 4,907 attendees; featured over 100 speakers, panel discussions and breakout sessions; and included an expo hall with more than 80 unique exhibitors and activations. Wellspring garnered a reach of 6 million, more than 3.8 million impressions, and 340,000 videos views with engagement of over 57,000 viewers.

The CVB and Wanderlust also partnered in an online co-op called the 10-day Yoga & Fitness Wellest Challenge, which also achieved impressive metrics: over 2 million impressions and more than 170,000 video views. Wanderlust’s Wellspring will return to Greater Palm Springs from October 4-6, 2019.

It is also important to note that according to the Global Wellness Institute, a domestic wellness visitor spends nearly 178% more per trip than the average domestic visitor, and the international wellness visitor spends 53% more than the average international visitor. In its November 2018 report, the Global Wellness Institute projected wellness tourism to grow at an average annual rate of 7.5% through 2022, as compared to the 6.4% annual growth projected for overall global tourism.

This presents opportunities for all nine cities to make Health, Wellness and Medical Tourism a priority for product development in terms of attracting events and conferences and developing programs that benefit both the resident and the visitor.

Greater Palm Springs has long been an oasis for artists. Today we stand as a global arts destination, from our famed midcentury modern-era architecture to Desert X, an internationally acclaimed immersive art biennial that features installations using our dramatic landscapes as the canvas. In 2017, the inaugural Desert X enjoyed an attendance of more than 200,000 visitors from around the world.

In an effort to expand our footprint, the CVB recognizes that a strong arts and culture community is critical to our brand for the destination. Of significant importance is that all nine cities work together to support a strong creative community and attract world-renowned artists and events. In 2019, the CVB will spearhead the creation of an arts and culture committee to explore additional opportunities for cultural tourism growth and enhancement. The CVB will also extend marketing resources to support Desert X 2019, which takes place throughout Greater Palm Springs from February-April.