Regional Collaboration & Partnership

Fostering regional collaboration across the nine cities of the Coachella Valley, the county, and the state in 2024 continued to remain a priority for the VGPS Partnership & Community Engagement team in the areas of expanded visitor experiences, workforce development, and social inclusion. 

Tourism Foundation & Workforce Development

Workforce Readiness Committee
The Workforce Readiness Committee played a pivotal role in addressing hospitality workforce challenges by convening quarterly meetings with employers. These gatherings provided valuable resources, program updates, and opportunities for feedback, fostering collaborative solutions to workforce issues.

Tourism Foundation Fundraising
In 2024, fundraising efforts resulted in $178,000 in support of initiatives designed to showcase the diversity of careers in hospitality to young individuals. These funds also helped expand workforce training opportunities, enabling career growth and advancement within the industry.

To learn more about the Tourism Foundation’s activities and programs, click the video below.

Training and Development Partnerships
A strong partnership with College of the Desert’s PaCE program positioned the Tourism Foundation as the sector convener on a Strong Workforce Program (SWP) grant. Through this collaboration:

• 25 participants completed the Emerging Leaders and online TEAM GPS Champions courses.
• 67 participants received support through the Tourism/Hospitality Professional Career Accelerator program, which included coursework in TEAM GPS Online, Customer Service, and Fostering Inclusion for Hospitality.

Scholarship Distribution
Investing in the future hospitality workforce remained a priority in 2024, with scholarship funds awarded to students pursuing careers in the industry.

Through a partnership with OneFuture Coachella Valley, $36,500 was distributed to college students. Additionally, $12,000 was allocated to support College of the Desert Hospitality Management students studying abroad in Japan, while $7,500 was dedicated to Emerging Leaders training.

High School Summer Micro-Internship Pilot
A six-week Leadership Program was launched for six Coachella Valley High School students, providing a firsthand look into the hospitality industry. The program featured industry speakers, hospitality attraction tours, and leadership and employability skills development, helping students gain valuable insights into career opportunities within the sector.

Promoting Hospitality Careers
Efforts to inspire the next generation of hospitality professionals included the production of video and article campaigns highlighting career pathways in the industry. Collaboration with Palm Springs Unified School District’s (PSUSD) Career & Technical Education (CTE) Director resulted in:

• A grant to develop a dedicated hospitality pathway.
• Hosting PSUSD CTE Ambassadors during National Travel & Tourism Week.
• Presenting to the Hospitality Club of Desert Hot Springs High School in January 2025.
• Supporting the launch of Mt. San Jacinto College’s hospitality pathway in 2025.

Industry Engagement
Hospitality industry engagement remained strong through partnerships with OneFuture Coachella Valley, which helped promote scholarship opportunities for aspiring hospitality professionals. Scholars were also provided with opportunities to attend key industry events, including Visit California’s Outlook Forum and the Champions of Hospitality Awards Gala, where they could connect with industry leaders and gain professional insights.

Workforce Data and Insights
Access to real-time workforce data was enhanced through a subscription to the JobsEQ platform, which provided critical demographic and wage data. These insights helped inform and guide workforce development strategies to better support the region’s economic growth.

TEAM GPS Champions Program
The online, self-paced version of the TEAM GPS Champions program was successfully launched in 2024, attracting over 220 participants and expanding the network to more than 1,000 champions. Engagement efforts included mixers, educational opportunities, and destination experiences that strengthened industry connections.

The program also saw significant growth on social media, with @TeamGreaterPS on Instagram and Facebook expanding community engagement and awareness. The initiative:

• Generated 224,171 impressions, 4,000+ video views, and 3,000+ engagements.
• Experienced a 218% increase in Instagram followers, growing from 213 to 678 by the end of the year.
• Created content that spotlighted hospitality workforce priorities, supported community and partnership events, and celebrated industry professionals.

Greater Palm Springs Restaurant Week 2024

Restaurant Week returned from May 31 – June 9, 2024, bringing together 101 restaurants across all nine cities in Greater Palm Springs. The event received significant promotional support, with over $500,000 in media value dedicated to driving awareness and engagement.

Impact & Reach
The 2024 campaign achieved remarkable results:

• 244 million TV impressions.
• 18 million radio impressions.
• 7,219 reservations made through dineGPS.com.
• 82 media placements, generating more than 15.6 million unique monthly views.
• A social media influencer FAM experience that resulted in over 275,000 impressions.

Kickoff Event
The excitement for Restaurant Week began on May 29, 2024, with a kickoff event hosted by Presenting Partner Agua Caliente Casinos at Agua Caliente Resort Casino Spa Rancho Mirage. The event brought together more than 200 partners and 32 media representatives, setting the stage for a successful week celebrating Greater Palm Springs’ vibrant dining scene.

CLICK HERE for the full 2024 Restaurant Week Recap Report.

Champions of Hospitality 2024

More than 800 hospitality professionals, students, and their families from across the Coachella Valley gathered to celebrate the spirit of Greater Palm Springs tourism at the annual Champions of Hospitality Gala, held on November 25th at the JW Marriott Desert Springs Resort & Spa. The event brought together the local hospitality community and highlighted the profound impact of tourism employees on local businesses and visitors. 

The gala not only honored individuals and organizations that embody the innovative spirit of Greater Palm Springs' tourism industry but also served as a fundraising initiative for the Greater Palm Springs Tourism Foundation, raising more than $117,000 through sponsorships, silent auctions, and donations. Additionally, the foundation awarded $35,000 in college scholarships to deserving students, fostering the next generation of hospitality leaders. 

Film critic and radio and TV personality Manny the Movie Guy, along with Kitty Alvarado, the City of Palm Springs Public Information Officer, emceed the evening, which featured over 250 nominations across various categories. Recognitions included the Hospitality Awards for exceptional customer service and the Rising Star Awards for individuals making significant contributions early in their hospitality careers. 

Special Awards 

• Oasis Award for Sustainability: Recognizes initiatives in eco-friendly tourism. Winner: Mark and Nicole Tadros/The Packhouse at Aziz Farms. 
• Santa Rosa Diversity Award: Highlights efforts promoting diversity, equity, and inclusion in the industry. Winners: Greater Palm Springs Chapter of the National Association for Catering and Events (NACE) DEI Committee and Kayla Kruger, Thompson Palm Springs. 
• San Jacinto Award: Presented to individuals who have made a profound impact on the greater Palm Springs tourism industry through visionary leadership, collaboration, and dedication. Winners: Andrew Cooper, La Quinta Resort & Club; Rob Hampton, Palm Springs Convention Center; and Patrick Klein, The Gardens on El Paseo. 
• Palm Award for Visitor Experience: Honors individuals or organizations who, by consistently ensuring extremely high-quality guest services, unique experiences, or customer value, elevates the greater palm springs brand and inspires more visitors to our destination. Winners: Acrisure Arena and Timothy Esser/Tour de Palm Springs. 
• Spirit of Tourism Award: The evening's highest honor, celebrates a leader's impact on the destination's economy and quality of life. Winner: Living Desert Zoo & Gardens. This prestigious award was presented in recognition of their exceptional contributions to the region's economy through innovative conservation tourism efforts, their dedication to preserving and showcasing the unique biodiversity of the desert ecosystem, and their role as an educational and cultural hub for both residents and visitors. The Living Desert's ongoing efforts to inspire a love for nature while promoting sustainability have made them an integral part of Greater Palm Springs’ identity as a world-class destination. 

As part of the Champions of Hospitality celebration, a heartfelt tribute video honored the late Tony Bruggemans for his unparalleled contributions to Palm Springs' hospitality community. Following the video, CSUSB student Diego Rendon was announced as the recipient of the first Tony Bruggemans Memorial Scholarship. 

The gala concluded with a surprise Visionary Leader Award, presented by the Joint Powers Authority, to Visit Greater Palm Springs President & CEO Scott White. 

View the full list of winners HERE.

Click on the video below for a recap of the event.

Partnership

Revamped Partnership Model
In 2024, Visit Greater Palm Springs introduced a revamped partnership model designed to foster inclusivity and expand access to benefits for tourism-related businesses throughout the Coachella Valley. As part of this initiative, investment requirements were eliminated for key benefits, ensuring that all tourism businesses could participate at no cost. These benefits included:

• Brochure distribution in the Visitor Center.
• Inclusion in the In the Loop partner newsletter.
• Event invitations, allowing broader participation in networking and industry events.

Affordable Advertising Opportunities
To further support local businesses, Visit Greater Palm Springs continued to offer low-cost advertising and promotional opportunities, enabling partners to maximize their visibility. These opportunities included:

• Advertising placements on the Visit Greater Palm Springs website.
• Sponsorship opportunities for local events.
• Participation in marketing co-op programs, allowing businesses to amplify their reach through collaborative marketing efforts.

Digital Influence Report Initiative
A major milestone in 2024 was the launch of the Digital Influence Report, providing partners with a comprehensive evaluation of their digital presence and performance. This report delivered valuable insights into key areas such as:

• Local presence and online visibility.
• Customer reviews and reputation management.
• Paid search performance and advertising effectiveness.
• Social media engagement and growth.
• Website performance and SEO optimization strategies.

To ensure partners could maximize the benefits of these insights, Visit Greater Palm Springs collaborated with SimpleView, offering businesses the opportunity to review their reports and receive actionable strategies to enhance their online presence and marketing effectiveness.

Meet & Sees
Monthly Meet & Sees and other networking and educational events gave partners an opportunity to experience new venues and network with our hospitality community. Thank you to our 2024 Meet & See hosts:

• Tommy Bahama Miramonte Resort & Spa, January 25
• The Rooftop at Flannery Exchange, February 27
• The Palm Club at The Westin Rancho Mirage Golf Resort & Spa, March 28
• BMW Performance Center West, April 18
• Agua Caliente Resort Casino Spa Rancho Mirage Restaurant Week Kickoff Event, May 29
• Palm Springs Surf Club, June 18
• Doubletree by Hilton Golf Resort, August 21
• Fortun's Kitchen + Bar, September 26
• Lulu's Catering and Events at the Visit Greater Palm Springs Holiday Party, December 18

Vacation Rentals & Research

"One Coachella Valley – Short Term Rentals, Long Term Benefits" Campaign
In 2024, Visit Greater Palm Springs launched "One Coachella Valley – Short Term Rentals, Long Term Benefits," a localized marketing campaign aimed at raising awareness among residents about the positive economic impact of vacation rentals. The campaign utilized a robust media mix, including digital, print, radio, billboards, social media, and television, to drive engagement and inform the community. These efforts resulted in over 20,000 landing page views and 15,000 active users interacting with campaign content.

To further integrate the campaign into the community, Visit Greater Palm Springs sponsored key local events that attracted residents and stakeholders, including:

• La Quinta Car Show
• Taste of Indio
• Friends of the Desert Mountains Wildflower Festival
• Riverside County Office of Education Greater Coachella Valley Student of the Month Awards

The campaign also amplified local voices by conducting testimonial interviews with 11 small business owners who support vacation rentals. Their stories provided authentic perspectives on the benefits of short-term rentals, reinforcing the campaign's message. Additionally, a dedicated social media presence was established with the launch of @onecoachellavalley on Facebook and Instagram, further engaging the local community.

Learn more at OneCV.org

Education and Resource Development
Visit Greater Palm Springs continued its partnership with Rent Responsibly, ensuring that vacation rental operators and city officials had access to educational resources and best practices for responsible rental management. To support compliance and streamline information, the resource library was updated with new video content contributed by local cities, offering vacation rental owners clear, easy-to-access guidance on local rules and regulations.

View the resource landing page. 

City of Coachella Joins the JPA
A significant milestone in 2024 was welcoming the City of Coachella to the Visit Greater Palm Springs Joint Powers Authority (JPA). This expansion marked an important step in regional collaboration and the inclusion of short-term rentals within the Greater Palm Springs Tourism Business Improvement District (GPSTBID). As part of this effort:

• The process of integrating short-term rentals in Coachella into the GPSTBID was initiated.
• Email and postcard outreach campaigns were launched to communicate the benefits of the GPSTBID to permitted short-term rental operators in Coachella, encouraging participation in destination-wide tourism initiatives.