November and December 2024
During the November and December reporting period, the Communications team secured noteworthy media coverage, establishing 84 media touchpoints, delivering 53 tailored pitches, and supporting 25 media during their visits to the destination. In addition, we hosted 30 location scouts for site visits throughout the nine cities.
Key story collaborations included prominent outlets such as Fox DC 5, Sherman Travels, Gay Star News, Travel Curator, World Footprints, Forbes, and The New York Times. With agency collaboration, these efforts resulted in the publication of 169 articles, showcasing Greater Palm Springs across a wide array of influential platforms. Highlights included:
- KABC-TV — “Live with Kelly and Mark taking show on the road to Palm Springs”
- La Provence — “Palm Springs la cite du desert (France)
- Explore Travel — “Essence of the Desert” (Australia)
- Balades Randos — “La Californie grandeur nature”
- This Is TASTE — “Episode 492: Palm Springs Food Adventures with Angelo Sosa”
- The Irish Sun — “SPRING FEVER The California desert getaway with famous park, colorful cactus farm, unique sculptures, boho hotels & vintage stores”
As the year came to a close, the Communications team continued to pursue a range of opportunities to keep Greater Palm Springs top of mind for media. Partnering with our agencies, the team strategically highlighted What’s New in 2025 and focusing on signature events and destination pillars.
The team recently returned from New York City, where they participated in TravMedia Summit, International Media Marketplace (IMM), and Visit California Media Day. These events provided valuable networking opportunities with editors and facilitated one-on-one meetings with 24 travel-focused media professionals.
In partnership with Palm Springs Life, Agua Caliente Casinos, the California Date Commission, and Palm Desert Food + Wine, the team hosted the Greater Palm Springs James Beard Dinner in New York City. This event featured an exceptional lineup of renowned chefs, including:
- Chef Angelo Sosa, Tia Carmen + Carmocha, Hyatt Regency Indian Wells
- Executive Chef Andrew Cooper, La Quinta Resort & Club
- Executive Pastry Chef Ashutosh Gairola, La Quinta Resort & Club
- Executive Chef Brian Kenney, Agua Caliente Hotel and Spa
- Chef Jon Butler, Kiki’s, Sparrows Lodge and Holiday House
2024 Recap
The Communications team achieved significant success in 2024, leveraging strategic initiatives and teamwork to elevate Greater Palm Springs’ profile on both national and international stages. Through collaboration, creativity, and dedication, the team showcased the destination’s diverse offerings and built strong relationships with media and industry partners.
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London Design Festival: Strengthened our international visibility with interactive exhibit by Studio Mama at the London Design Festival, featuring an exceptional partnership with Mattel's Barbie. This collaboration showcased innovative design and creativity, aligning the destination with the popularity of Barbie and the Barbie movie, capturing widespread media and audience attention.
ABOVE: Kimber Foster, Colleen Pace, Todd Burke and London designer Nina Tolstrup get ready to welcome visitors to the VGPS installation at the London Design Festival -
Meet the Mentors 2.0: Successfully hosted the second iteration of this mentorship program, inspiring and supporting the next generation of storytellers while providing immersion in Greater Palm Springs. The program received accolades, including the Adrian Award, ESTO Award, and PRSA Anvil.
ABOVE: The VGPS Communications team and the 2024 Meet the Mentors group enjoyed one final breakfast together before heading back home. -
Live with Kelly & Mark: Collaborated with the nationally syndicated show to spotlight Greater Palm Springs in four live to tape shows at The Westin Rancho Mirage Golf Resort & Spa. The show garnered 8.9 million viewers.
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Location Scout FAMs: Working with Location Managers Guild International (LMGI) and in partnership with Riverside County Film Commision, the team hosted two familiarization (FAM) tours, one for the East (Coachella, Indio, La Quinta, Indian Wells and Palm Desert) and West (Palm Springs, Desert Hot Springs, Rancho Mirage and Cathedral City) Valleys, showcasing the region’s potential for film and television projects.
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Team Expansion: Welcomed Halle Wells as the Communications Coordinator, enhancing our ability to deliver outstanding results and supporting media initiatives.
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SATW Editors Council: Hosted 28 travel editors for their annual meeting, providing an opportunity for invaluable first-person experiences.
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IPW in LA: Organized pre- and post-FAM trips, showcasing the region’s offerings to international media during this annual show. The 2025 show will be in Chicago.
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IGLTA Convention in Osaka: Represented Greater Palm Springs at this global LGBTQ+ travel event, in advance of hosting the convention in Palm Springs in 2025.
ABOVE: The team from VGPS and the City of Palm Springs greeted the audience at IGLTA in Osaka as the conference was officially handed over to Palm Springs, the 2025 host city.
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Tokyo Event: Leveraged time in Japan to host a wellness event in Tokyo to engage Japanese media and content creator strengthen international media relationships.
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Global Media Engagement: Expanded international efforts with group FAMs in the UK, Australia, Germany, France, and Japan, solidifying Greater Palm Springs as a premier global destination.
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Visit California China/S. Korea Media Mission: Participated in VCA’s media mission to Beijing and Seoul, allowing our team to interact with more than 60 influential journalists and content creators to better understand these markets and how we can influence travel to GPS.
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PR Leadership: Todd Burke was appointed to the PRSA Travel + Tourism Executive Committee, further elevating the team’s leadership and influence within the industry.
Looking Ahead
The Communications team is preparing for an exciting year ahead, filled with opportunities to further elevate Greater Palm Springs' visibility on both domestic and international stages.
Domestic PR Efforts
In the coming months, the team will participate in the Visit California Reverse Canada Mission in San Diego, which will also provide opportunity host media and travel trade in a post-Fam. We will also attend the Destinations International Marketing and Communications Summit and Visit California Outlook Forum to grow alignment with industry trends and best practices.
Additional domestic efforts include:
- Engaging with media at the Visit California Atlanta Media Event
- Partnering with Desert X to host media for the preview of this biennial event
- Hosting media for Palm Desert Food + Wine Date Tours, an opportunity to focus on Greater Palm Springs agricultural and culinary offerings and the BNP Paribas Open
International PR Efforts
On the international front, agency partners and the team will:
- Attend International Media Marketplace (IMM) events in Sydney and London
- Host media activations in Dublin, further strengthening connections with global audiences
- Host UK media in collaboration with Sonoma County Tourism for a joint FAM tour
Strategic Goals
As priorities shift and new opportunities arise, the team remains flexible and prepared to adjust plans to align with board directives and strategic goals. With a dynamic and adaptable approach, the Communications team is poised to make significant strides in positioning Greater Palm Springs as a premier destination in 2025 and beyond.
