RESEARCH

Visit Greater Palm Springs (VGPS) has partnered with Strategic Marketing & Research Insights (SMARInsights) since 2013 to measure advertising effectiveness, image, new creative concepts and executions. Through this partnership, we have come to understand the VGPS target audience. However, during the pandemic, as travelers – limited by public safety restrictions – flocked to the outdoors, new travelers discovered the Greater Palm Springs area. Therefore, we have an interest in understanding how the current audience differs from those measured in the prior Image Awareness studies. This is highly relevant because as audiences shift, so should marketing messaging. This ongoing research allows us be able to remain relevant to both new and returning audiences, as well as to keep tabs on the traveling public. In summary, the objectives of the image awareness research are to: 

• Measure awareness and image of the Greater Palm Springs area as a vacation destination among leisure travelers in leading California and non-California target markets. 

• Assess awareness and recall of Greater Palm Springs advertising and promotional messaging. 

• Determine the leading barriers against the selection of Greater Palm Springs as a travel destination. 

• Identify marketing opportunities among leisure traveler sub-groups in various markets by evaluating their travel planning and behavioral characteristics as well as receptivity to Greater Palm Springs as a destination. 

The 2023 Image and Awareness Study is an update of Image Awareness studies conducted in 2011 and 2018, the latter conducted by SMARInsights. Below are some key findings of that study. You can find the full version of the report here. 

• In nearly every market, sizeable gains in familiarity with Greater Palm Springs were achieved. 

• Another positive and interesting outcome is that Greater Palm Springs ranks far better in terms of appeal and future likelihood than in the past performance metrics of familiarity and visitation. Coupled with growing familiarity, this is an indicator of a strengthening brand. 

• The strongest increase among image statements is that the Greater Palm Springs area offers lots to see and do. This is a positive finding and indicates that the marketing over the years has developed a perception of the area as a place with a rich array of experiences. 

• When comparing destination attributes, Greater Palm Springs is clearly well differentiated and essentially owns the “Oasis” quadrant, a strong indicator of brand messaging. 

• Advertising effectiveness was also measured, campaigns performed well. Overall, the campaigns measured reached more than 14 million households. In terms of the cost per aware household, this is better than average at $0.22. And since the last measure in 2018, the trip spending exhibits a sizeable increase of $1,827. The net result is an ROI in excess of $800, well above 2018's fly market performance $570. 

Conventions, Sports & Leisure International (CSL) completed the Feasibility Study for an Amateur Sports Complex. The focus of this study was to assist in evaluating key market, program, financial, economic, and ownership/management aspects of a potential new Amateur Sports Complex in the Greater Palm Springs area and to help identify potential events and determine the size, location, and amenities needed to be successful. Below are some key findings of that study. Once the report is available, you can find it on the Research & Reports page in the Partner Portal. 

• The recommended product concept for phase one is an Indoor Sports Facility. This type of product would be expected to deliver the highest return-on-investment (ROI) to the sports tourism industry among the various product types considered under this analysis while also serving to fill important local needs. Phase two could include outdoor facilities to further enhance and attract events. 

• Upon stabilization (assumed fourth full year of operation), a potential new Amateur Sports Complex in the Coachella Valley is estimated to generate $46.3M in spending, draw 561K annual attendees, and create almost 600 jobs.  

North Star has moved into the next phase of the Riverside County Rebranding Project. This project will redevelop the Economic Development brand and assets for Riverside County, aiming to develop a pathway to position the county as a competitive destination for business activities to further grow its future and encourage relocation and economic development. The project is expected to be completed by the beginning of 2024. 

The remaining project phases and timeliness are as follows: 

• September - Research and Strategy Presentation 

• October - Community Creative Workshop and Strapline/Tagline Presentation and Selection 

• November - Logo Presentation and Selection 

• December - Looks Presentation and Selection 

• January - Final Creative Presentation and Delivery of Final Report 

Upcoming Research
Because Tourism Business Improvement Districts are an increasingly important source of marketing funding that enable the cities to compete effectively with regional destinations, Visit Greater Palm Springs will be conducting a TBID Benefits Study, which will help ensure transparency, effectiveness, and informed decision making — all of which are crucial for the success of a tourism-focused district.  

Tourism is the number one industry of Greater Palm Springs, producing major economic impact for all nine cities of the destination. It is vital that we understand our visitor in every way possible. To get a deeper understanding of our visitor — from where they come from to where they stay and spend money — VGPS, as the tourism marketing organization for the region, will be conducting a Visitor Intercept Study focused on our destination’s visitor. This visitor profile and perception study will be beneficial to both VGPS and its Partners as an important resource for sales and marketing planning, as well as attracting new and increased visitation.  

To view our prior research and reports, visit our research page.

For more information about VGPS research, please contact:
Rebecca Kirkpatrick
Analytics Manager
rebecca@visitgreaterps.com | 760.969.1325