PARTNERSHIP & COMMUNITY ENGAGEMENT
The Partnership department continues its dedicated efforts to foster a thriving tourism ecosystem through strategic initiatives in workforce development, community engagement, sustainability, and accessibility.
2025 Champions of Hospitality
Visit Greater Palm Springs hosted more than 1,000 attendees at the annual Champions of Hospitality Awards Gala, a premier event celebrating the individuals and organizations who elevate the visitor experience across the Coachella Valley. This year, we were proud to award the highest honor, the Spirit of Tourism Award, to the Agua Caliente Band of Cahuilla Indians. This recognition celebrates their leadership and exceptional contributions as the original tourism practitioners of the Coachella Valley, that have strengthened and transformed the region's tourism economy, evidenced by landmark projects like the Agua Caliente Cultural Plaza, Spa Sec-He and their portfolio of resorts & casinos.
The gala serves a dual purpose: celebrating the vital contributions of the hospitality and tourism workforce to our regional economy and raising essential funds for the Foundation's ongoing workforce development programs. Thanks to our sponsors, attendees, and silent auction, this year’s event raised over $156,000 for the foundation. We are proud to report that 10 college students and 5 high school students from Coachella Valley High School’s Tourism Academy received $45,000 in scholarships, demonstrating our commitment to powering the next generation of industry leaders.
ABOVE: Members of the Tourism Foundation Board congratulate the 2025 Coachella Valley High School Scholarship recipients. They are (shown, left to right): Sebastian Ramirez, Erick Morales-Serrano, Deseray Merez-Perez, Alessandro Frias-Dominguez, and Melanie Carranza Solorzano.
ABOVE: Tribal Council Secretary-Treasurer Savana R. Saubel and Vice Chairman Anthony W. Purnel (second and third from left) accept the 2025 Spirit of Tourism Award on behalf of the Agua Caliente Band of Cahuilla Indians.
Foundation & Workforce Development
The Greater Palm Springs Tourism Foundation remains committed to cultivating a skilled workforce and supporting educational pathways for careers in tourism and hospitality.
Desert Fast Pitch
On October 2, the Foundation participated in the finals of NPO Centric/Regional Access Project Foundation's Desert Fast Pitch program. This "Shark Tank"-style competition required us to distill our mission into a compelling three-minute pitch, showcasing our strategic value and community impact.
By emerging as one of the six finalists out of twelve participating nonprofits, we validated the strength of our vision. Over 6 weeks leading up to the finals, our team attended non-profit professional development courses and produced a portfolio of documents related to fundraising, grant writing and marketing the programs of the foundation.
Ultimately, we secured an award of $2,500 for the Foundation, affirming our ability to compete effectively for essential funding and share the impact of our work.
IGLTA Welcoming & Inclusion Partner Training Sessions with The Center
In advance of the IGLTA Convention and to ensure our partners and workforce had the skills, tools and knowledge to welcome a global audience of LGBTQ+ leaders, we collaborated with the LGBTQ+ Community Center of the Desert to develop and implement the IGLTA Welcoming & Inclusion Partner Training. The three training opportunities (two in person and one virtual) gave more than 100 partners practical strategies and tactics essential for genuinely welcoming and celebrating our LGBTQ+ community, thereby enhancing the overall visitor experience. This commitment to preparedness and genuine inclusion is vital for elevating our destination's reputation and successfully capturing the LGBTQ+ travel market.
LGBTQ+ Student Summit
Another program to highlight that coincided with the IGLTA Convention was the LGBTQ+ Student Summit, co-created by Visit Greater Palm Springs and Travel Unity, and supported by the IGLTA Foundation. This three-day program introduced local LGBTQ+ college students to careers in hospitality and tourism.
The agenda went beyond classroom instruction, offering invaluable exposure through immersive site visits, from the vibrant Arenas District to The Center's East Valley location in Coachella and hearing directly from industry speakers. This direct exposure and mentorship culminated in three student participants attending the IGLTA Convention, ensuring we directly cultivate and integrate a diverse, talented workforce into the future leadership of our industry.
PRSA Webinar – Community & Culture Storytelling
On October 16, VGPS Director of Sustainability & Community Engagement Lauren Bruggemans was thrilled to be a panelist in this session, alongside Danny Guerrero of The Culturist Group and Theresa Cunningham from the San Diego Tourism Authority, which provided deep insights into moving beyond conventional marketing to craft authentic narratives that genuinely resonate with travelers. The focus was on leveraging storytelling to build trust, foster genuine connections, and engage deeply with local communities. By discussing best practices for generating positive messaging and promoting meaningful experiences, this webinar reinforced the VGPS’s position at the forefront of destination marketing that reflects the heart and soul of Greater Palm Springs.
CSUSB Open House Day Presentation
On November 8, we engaged with and presented to over 300 high school students from all three local school districts, providing vital exposure to the vast and dynamic career pathways available within the hospitality and tourism industry. We used this platform to actively promote the Foundation's scholarship opportunities, linking student interest directly to financial support for their future education.
Foundation Strategic Planning
The Foundation recently concluded a comprehensive Strategic Planning Session, guided by consultant Matthew Landkamer of Whereabout LLC, to establish a clear and impactful roadmap for the next two years. This rigorous process was informed by extensive input, including nearly 20 in-depth interviews with key stakeholders, culminating in a full-day working session with staff and community leaders.
The outcome of this effort is a clearly articulated purpose statement, defined organizational values, and a focused strategic direction with actionable tactics and priorities. Crucially, this plan sets a bold new vision for the expansion of the Foundation's mission, integrating our new mandate to support economic development—ensuring the Foundation remains a powerful engine for both tourism success and regional growth.
Young Professionals Advisory Board
To ensure the Foundation's long-term relevance and mission advancement, we successfully launched the Young Professionals Advisory Board (YPAB), holding its inaugural meeting on October 30. The YPAB is a carefully selected group of dedicated young leaders committed to providing active participation and strategic guidance to both the Foundation and Visit Greater Palm Springs. This initiative serves as a crucial mechanism for talent development and community engagement, offering participants significant opportunities to:
- Gain valuable board experience and insight into organizational governance.
- Build and grow a professional network with peers and senior industry leaders.
- Develop essential leadership and professional skills through focused collaboration.
- Make a tangible impact on their community by contributing to tourism strategies.
The YPAB will inject fresh perspectives and energy into our planning, solidifying the pipeline for future industry and community leadership.
ABOVE: The inaugural members of the Young Professionals Advisory Board are, from left: CSUSB graduate Estavan Aguirre, VGPS Destination Experiences Coordinator Melissa Bernal, VGPS Convention Sales Coordinator Emily Alvarez-Zurita, and Arturo Cortes-Castillo, Finance student at CSUSB and Administrative Coordinator at Marriott Vacations Worldwide.
Pilot Visionary Leadership Training
We are working on the next phase of our partnership with the College of the Desert’s PaCE program (Partnership & Community Education) to pilot the Visionary Leadership Certificate Program. This initiative kicked off on October 28, encompassing five dedicated sessions concluding on December 9. We have carefully curated a select group of senior-level leaders (director-level and above) from diverse industries to participate. This pilot group is engaged with an advanced curriculum focused on identifying and activating strengths, enhancing critical communication skills, leveraging AI tools, and hearing from inspirational leaders. Crucially, their participation is designed to provide us with critical, high-level feedback that will directly shape and refine the program, ensuring it becomes a best-in-class offering for developing the highest tiers of talent within our region.
Student TEAM GPS Classes (PSHS)
As part of our ongoing commitment to youth engagement and workforce development, Visit Greater Palm Springs successfully hosted two TEAM GPS Ambassador Training sessions for 10th-grade students from Palm Springs High School’s Business Academy. A total of 25 students participated in the training, followed by a guided tour of the VGPS offices.
This initiative provided students with a foundational understanding of our destination, the importance of hospitality to our regional economy, and the professional skills essential for future career pathways. For many of the students, this was their first experience in a professional office environment.
Our partnership with the PSHS Business Academy continues to strengthen our pipeline of future leaders, and we look forward to expanding similar hands-on learning opportunities across additional schools and youth-serving organizations.
TEAM GPS Ambassador Program
The TEAM GPS Ambassador Network also hosted two mixers: a TEAM GPS Treasure Hunt in Palm Springs featuring partners Drag N Fly Tours, Bike Palm Springs, and Hyatt Palm Springs, and Living Desert Day with “Snapshot Safari” an engaging photo activity. Below is a look at two social media reels from these mixers as snapshots of two recent in-person TEAM GPS destination ambassador trainings.
Between September and November, five in-person sessions of the TEAM GPS Training were conducted, including one on site.
The new online format for TEAM GPS Champion Training is now being hosted online by Visit Greater Palm Springs, and 21 course certifications have been completed since it's launch in November.
The monthly newsletter continues to be distributed to members and opened at a rate of 59.7%. The TEAM GPS Huddle, an online informational session, was relaunched in November with a presentation on regional economic development by VGPS Director of Economic Development Sean Smith and other distinguished guest speakers. Survey responses about the webinar were unanimously positive.
The total number of new TEAM GPS Ambassadors for 2025 through November 30 is 166.
Partners interested in participating in TEAM GPS training and joining the ambassador network can sign up at goTEAMgps.com.
Sustainability
Visit Greater Palm Springs is dedicated to promoting sustainable tourism practices throughout the destination.
Kind Traveler Impact
Kind Traveler, which oversees our Every Stay Gives Back™ program partnership, recently reported outstanding results for Greater Palm Springs.
According to their latest monthly metrics, total donations rose from 30,520 in August to 32,506 in September—a 7% increase that reflects growing positive impact.
Recent Kind Traveler campaigns secured 62 earned media placements, reaching an audience of 10.2 million and generating 16,000 email referrals, all helping to boost traveler engagement around community impact.
Participating hotels, including Kimpton Rowan Palm Springs, Casa Cody, and The Good House, are helping direct support to local nonprofits such as The LGBTQ Community Center of the Desert and Friends of the Desert Mountains. The initiative continues to demonstrate our region’s measurable and growing contributions to meaningful change.
Accessibility
Visit Greater Palm Springs is proud to champion accessibility, ensuring our destination is welcoming and enjoyable for all visitors.
Certified Autism Destination
On October 13, the City Council of Indian Wells approved a $10,000 reimbursement grant for their local businesses to become Certified Autism Centers.
This, along with the Greater Palm Springs Tourism Foundation’s Reimbursement Grant (announced this past July), The City of Palm Desert’s Autism Certification Reimbursement Program and the Desert Autism Foundation’s Autism Certification Grant, will provide businesses the opportunity to join our Certified Autism Destination initiative.
Currently working on certification are:
- The Palm Desert Chamber of Commerce
- Friends of the Desert Mountains
Culture and Community
Greater Palm Springs Pride Parade
At the 2025 Pride Parade, the VGPS contingent proudly exceeded 100 participants, demonstrating strong enthusiasm and unity. Four official partner groups marched alongside us: Marriott NextGen Business Council/One Marriott, Embarc Cannabis, Encore Technologies, and the CSUSB Hospitality Program. In addition, at least a dozen more partners were represented by individual participants, including representatives from eight partner hotels.
Our entry embodied this year’s theme, “Be Heard,” with DJ Tina Turntables mixing music and energizing the group throughout the route. We carried a banner declaring “An Oasis for All” while staff members held signs for each of our nine cities and wore T-shirts featuring the slogan “An Oasis for All” in vibrant rainbow colors.
Partners and supporters joined the celebration in either their own brand attire or colorful rainbow apparel, creating a spirited and inclusive presence in the parade.
DI’s Community Impact Stories
Visit Greater Palm Springs' unwavering commitment to an inclusive workplace culture and our dedication to welcoming all visitors to our destination was featured in Destination International's Community Impact Stories series. The organization published a dedicated case study profiling our efforts and success in "Building Inclusion Within." Being highlighted by this leading industry body validates our strategic focus on diversity and underscores our reputation as a destination that not only champions but actively practices welcoming and inclusive tourism. You can review the full case study here.
Partnership Engagement
During September, October, and November, our team maintained a strong presence throughout all nine cities by attending over 45 community events. These engagements included ribbon cuttings, chamber mixers, luncheons, nonprofit events, and local business gatherings. Each event provided meaningful opportunities to strengthen our relationships with community leaders, organizations, and stakeholders.
In addition to attending these events, our team delivered presentations on various VGPS initiatives, allowing us to share our mission, highlight current campaigns, and reinforce the value of our collaborative efforts with partners across the region.
In addition to broad community engagement, our team hosted and supported several successful partner events this fall, designed to spotlight our collaborators and drive program awareness:
Meet & See at BMW Performance Center West (October 28): This high-energy networking event successfully connected industry professionals and community leaders, featuring thrilling BMW pro-driver hot laps, curated elevated bites and beverages, and live music by DJ Tina Turntables.
These targeted events not only strengthened our relationships with key partners but also maximized exposure for our summer programs. Our collaborative approach continues to be a cornerstone in amplifying the impact of VGPS initiatives across the Greater Palm Springs area.
VGPS networking, education, and experience events are possible thanks to the support of our Oasis and San Jacinto Partners:
Advocacy
VGPS Legislative Platform updates
VGPS has updated its Legislative Platform for 2026 to align with the newly completed Coachella Valley Regional Economic Development Strategy (CV Strategy), developed in alongside the updated Riverside County Economic Development Strategic Plan (EDSP). These updates broaden VGPS’s advocacy priorities beyond tourism to support long-term regional resilience, industry diversification, and workforce development.
Key enhancements include:
Integration of the CV Strategy: The opening section now references the 2025 Coachella Valley Regional Economic Development Strategy and positions VGPS as an active partner in advancing its goals.
New Economic Diversification Section: Added to support policies that attract new industries, encourage entrepreneurship, expand innovation districts, and strengthen the business climate across the valley.
Tourism Policy Enhancements: Additional support for reforms to PAGA and CIPA, and broader legal reforms that reduce frivolous lawsuits impacting tourism and small businesses.
Transportation & Infrastructure: Added advocacy for broadband expansion, shade and heat-resilient infrastructure, and modernization of commercial corridors that support both economic development and the visitor experience.
Workforce Development: New support for funding tied to targeted industry clusters, expanded childcare access to improve labor force participation, and employer incentives for internships and apprenticeships.
Sustainability & Climate Resilience: Added support for extreme-heat mitigation and climate-adaptive infrastructure consistent with regional adaptation needs.
Housing: Expanded support for adaptive reuse, infill development, and policies that increase workforce housing in job-rich corridors.
Overall, these updates strengthen VGPS’s role in regional economic development and ensure alignment with the valley’s broader strategic priorities while maintaining a strong focus on tourism as the economic foundation of Greater Palm Springs.
Advancing Regional Priorities
Over the past quarter, VGPS continued strengthening its advocacy presence at the local, state, and federal levels. On September 25, VGPS participated in a Public Lands Roundtable hosted by Congressman Ken Calvert, where we emphasized the critical role that federally managed lands play in supporting tourism, outdoor recreation, and the overall regional economy. On November 6, VGPS presented at the Coachella Valley Dust Summit convened by the South Coast Air Quality Management District and Supervisor V. Manuel Perez. Our presentation highlighted the economic impacts of dust and air quality on the tourism industry, visitor perception, and local businesses, reinforcing the need for continued investment in mitigation and restoration efforts.
On October 30, VGPS also co-hosted a Legislative Lunch & Learn in partnership with the Coachella Valley Association of Governments (CVAG), bringing together staff from our state and federal legislative offices. During the session, we outlined VGPS’s 2025 legislative and funding priorities, including key transportation and mobility projects, the Coachella Valley Rail initiative, regional shade and heat-mitigation investments, the proposed indoor amateur sports facility, the Palm Springs International Airport Master Plan, workforce development grant opportunities, and autism certification funding to support our Certified Autism Destination initiative. These engagements continue to strengthen VGPS’s role as a trusted regional advocate and ensure that policymakers understand the economic importance of tourism and the priorities of the Coachella Valley.
Vacation Rental Advocacy & Education
On October 16, Visit Greater Palm Springs hosted its first in-peron Five-Star Meetup at the JW Marriott Desert Springs Resort & Spa in partnership with Rent Responsibly, bringing together nearly 100 short-term rental owners and property managers from across the Coachella Valley. The event highlighted the growing significance of the region’s vacation rental economy, now more than 7,400 permitted homes generating $907 million in direct visitor spending, supporting over 4,400 local jobs, and contributing $126 million annually in state and local tax revenue. VGPS opened the program sharing marketing and advocacy updates and reinforcing the importance of vacation rentals to the valley’s tourism ecosystem.
The two-hour program featured national experts from Expedia and Well & Good, and local leaders covering traveler trends, market conditions, and strategies for strengthening competitiveness in 2026 and beyond. Key themes included rising demand for laid-back, unique stays; the growing expectation for hotel-level quality and cleanliness; the value of repeat visitors, who account for 70% of guests in the Coachella Valley; and the increasing importance of video content and authentic social media storytelling to drive bookings. Panelists also emphasized the need for operational excellence, including professional cleaning practices, pet-friendly amenities, strategic listing optimization, and maintaining flexibility to capture last-minute demand.
A major focus of the event was the critical role of ongoing advocacy in protecting the short-term rental industry. Speakers highlighted how proactive engagement with elected officials and participation in local advocacy groups helps ensure supportive, balanced regulations. Attendees were encouraged to meet with their city councilmembers, stay engaged in local policy discussions, and work collaboratively to promote responsible hosting. A full recap and additional resources, including event slides, are available at greaterpalmsprings.rentresponsibly.org.
