Convention Sales

Overview

The team concluded 2024 on a high note, delivering an exceptional fourth quarter and surpassing the annual room night goal as well as the stretch goal for 2024. Achievement was 115% of the target, securing 237,182 room nights against a goal of 207,000. A pivotal driver of this success was the MLS Soccer NEXT Group, which contributed 11,308 room nights in December alone. The group's impact was instrumental in helping us exceed our stretch goal of 225,000 room nights. Without the MLS Soccer group, year-end performance would have still been strong at 109%, with 225,874 room nights.

Additionally, the sales team booked 46,168 room nights in 2024 in the legacy accounts category, which are  annual repeat events and conferences that consistently choose Greater Palm Springs as their host destination. These groups are not included in convention sales production but play a vital role in sustaining long-term destination business, bringing our total booked room nights to 283,350.

For lead production and bookings, the team achieved 92% of the goal for total leads and new bookings, while new lead distribution closed at 91%. These results align with broader market trends, reflecting a normalization of lead volume as hotels adjust to shifting demand patterns.

2024 Key Achievements

A key focus for the Convention Sales and Destination Experience teams in 2024 was to increase site inspections, increase FAMs, and support pre-planning sites to drive room nights to Greater Palm Springs.

VGPS hosted the following destination FAMs in 2024:

• Palm Springs International Film Festival
• American Express Golf Tournament
• BNP Paribas Open
• Visit California Outlook Forum
• Galleri Classic Golf Tournament
• ASAE Fellows Retreat
• Pre-IMEX FAM in partnership with The Ritz-Carlton, Rancho Mirage
• Maritz Sourcing Summit
• United Airlines FAM - introduction of new flight from Washington, D.C.

The team also conducted 135 total sites for 184,089 total room nights. As a result of these sites, there were 74 definite bookings totaling 85,493 room nights.

Strategic focus on group business during the summer months delivered remarkable results, demonstrating the effectiveness of targeted sales efforts and collaboration with partners. Results include:

• 46,676 room nights booked in 2024compared to 23,769 RNS in 2023
• 21,852 of those room nights were booked into 2025
• Going into 2025, summer booking pace for June-August are up 5,168 room nights to STLY (vs 1,108 room nights ahead in going into 2024)

With our added focus on the sports market, the team made significant strides in increasing bookings and further solidified the region's reputation as a premier destination for sports-related travel. In 2024, we successfully booked 22,871 room nights from sports events (includes MLS NEXT).

Strategic Partnerships

The team continued to evolve its strategic partnerships with organizations like American Express, ASAE, CalSAE, Conference Direct, Helms Briscoe, HPN, Maritz, PCMA, and Prestige, allowing us to increase our advertising presence across their channels and receive customized benefits, such as event registrations, sponsorship opportunities, and access to research and survey data.    

VGPS executed marketing opportunities across nine strategic partners (ASAE, Association Forum, CalSAE, Conference Direct, HelmsBriscoe, HPN, Maritz, PCMA, and Prestige). Marketing content included social media posts, email blasts, content pieces, and digital advertising promoting the “Oasis is Real” campaign messaging as well as custom messaging based on each strategic partner’s audience.

Marketing

Marketing efforts aimed at meeting planner audiences with a comprehensive media plan targeting meeting planners, utilizing digital display, print, email, podcast advertising, social media, video, and editorial articles in key publications like Smart Meetings, Northstar Meetings Group, Connect, MPI, and Conference Direct. The “Oasis is Real” campaign emphasized air service, outdoor meeting spaces, and unique off-site venues. This multi-channel approach aims to elevate Greater Palm Springs’ visibility and engagement among meeting planners.

A few key highlights include:

• High-Impact Digital Ads: Video pop-ups, digital wallpaper, and homepage wraps on major publisher websites like Smart Meetings and Northstar.
• Innovative Platforms
  • Nativo: Served meetings blog content natively across relevant sites.
  • AdTheorent: Featured interactive swipe ads with multiple links.
  • Clicktivated: Enabled clickable video content linking directly to meeting resources.
• Email Lead Generation: Partnered with Meetings Today for drip campaigns, tracking engagement via dedicated newsletters.
• Custom Content: Produced an interview segment with Northstar at IMEX showcasing new and upcoming destination offerings.
• Dedicated digital display ads launched targeting the Washington, D.C. market, promoting our new direct route from IAD.