Annual City Study Session
GPS NEXT: MOVING THE DESTINATION FORWARD
• Promote regional collaboration among the 9 cities for the tourism industry • Support workforce development
• Focus on key pillars: health & wellness, arts & culture, outdoor adventure, culinary and LGBTQ+
• Increase demand for off-season and international visitation • Broaden & improve visitor experiences
• Increase visitor access
• Focus on sustainability and DEI (diversity, equity & inclusion) Visit GPS Mission:
To positively affect
the destination’s
tourism economy and
quality of life for its
residents.
Health &
Wellness
Outdoor
Adventure
Arts &
Culture
Culinary LGBTQ
FINANCIAL
TBID – Hotels with
50+ Rooms Contribute 3%
$15,715,761
Public JPA Formula
from 8 Cities & Tribe
$1,996,946
Private Revenue &
Other Sources
$1,114,956
Public JPA Formula
from Rancho Mirage
$324,533
TOTAL FY 21/22 BUDGET: 18.8M FUNDING SOURCE
City of Rancho Mirage
Greater Palm Springs
83%
TBID
11%
Public
6%
Private
1.7%
Rancho
Mirage
FY 21/22 DEPARTMENT BUDGETS
50%
Marketing
and
Communications
39%
Sales and
Business
Development
11%
Admin &
Operations
39%
Sales and
Business
Development
50%
Marketing
and
Communications
11%
Admin &
Operations
DESTINATION
RESEARCH
RESEARCH GUIDES DECISIONS
Upcoming Research
Resident study: How tourism impacts the economic, social and physical environment of those living throughout Visit Greater Palm Springs. This data will help us better understand how residents living in our nine cities feel about the tourism industry and its impact on their lives and fulfill our mission to positively impact the quality of life of our residents. We will begin this research in Q1 2022.
Tourism Economics has begun the data collection process for our Cannabis Economic Impact Study for the cannabis industry in Greater Palm Springs to outline the impact this industry has on our workforce and tax revenues. This is expected to be completed by the end of January 2022.
Meetings: An in-depth study of the destination marketing and advertising tactics most successful at reaching and converting meeting planners at various points of decision, including identifying the messaging and creative elements most effective in inspiring planners to bring their meetings/events to a destination, and feedback to help improve current DMO campaigns and outreach efforts. Destination Analysts will deliver the findings of this research in January.
Tourism Economics is finalizing a Vacation Rental Economic Impact Study for our region with city-specific detail on the financial impact, jobs supported, and visitor spend related to vacation rentals. We expect to see a first draft for these reports in January.
Destination's tourism workforce: To quantify, we are partnering with Tourism Economics on a Tourism Workforce Economic Impact Report focusing on managerial and hourly segments. Our goal is to highlight the many career opportunities and income levels associated with tourism jobs to recruit more young graduates from our local schools. We will begin this research in Q1 2022.
DESTINATION
DATA INSIGHTS
DASHBOARDS & INSIGHTS – CITY OF RANCHO MIRAGE
To add deeper, more comprehensive and actionable insights, Destination Analysts has built a custom analysis system and online dashboard to process the Visit Greater Palm Springs Uber Media data monthly and provide a higher and deeper analysis of marketable visitors to the region.
Length of StayOrigin Markets: Fly Origin Markets: Drive January - November 2021
BETA DASHBOARD – VISITOR INSIGHTS
Rancho Mirage Overnight Weekend Visitors / May-Nov 2021
BETA DASHBOARD – VISITOR INSIGHTS
Rancho Mirage Overnight Weekend Visitors / May-Nov 2021
WEBSITE DASHBOARD – visitgreaterps.com
1/1/21- 12/31/21
Rancho Mirage Website Visitors
DESTINATION
MARKETING
2022 DESTINATION MARKETING PROGRAMS - $3.5M
out-of-home /
television
digital
online travel
agencies (OTAs) content seasonal social
SUMMER
CAMPAIGN
PRESENTATION OF FINDINGS
May 2021
Base: All respondents. 2463 responses.
38%
29%
22%
11%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Check in. Chill out.
Long Live Sun Days
Get Away and Chill.
The right amount of CHILLspiration.
Question: Now please read the taglines below and select the one that makes you MOST EXCITED about taking a trip to the Greater Palm Springs area this summer.
Summer Tagline Preferences
Overall Effectiveness of Tested Images & Taglines
Base: All respondents. 2463 responses.
36%
43%
13%
5%
2%
1%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Very effective
Effective
Neither effective nor ineffective
Ineffective
Very ineffective
No opinion—I don’t know
Question: After viewing these images and taglines, overall, how effective do you think these are in making you want to take a trip to the Greater Palm Springs area?
Feelings Inspired by Images & Taglines
Base: All respondents. 2271 responses.
40%
13%
10%
9%
7%
7%
7%
4%
4%
4%
4%
3%
3%
2%
2%
2%
2%
2%
2%
1%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Relaxed/calm/chill
Good/like it/nice images
Excited
Want to visit/to go there/Palm Springs
Vacation time/ready for a vacation/ready to get away
Happy
Other positive comments
Other negative comments
Fun/have fun/do fun activities
Other positive images comments
Beautiful/looks beautiful/photos/images are beautiful
Eye-catching/attractive/inviting
Interested/intrigued
Pool/swimming/want to go to pool
Warm
Sunny/hot weather
Nothing
Cool/hip/trendy
Luxury/luxurious
Amazing/an amazing place
Question: In a few words, please share how this series of images and taglines make you feel? 2021 SUMMER CAMPAIGN: CHECK IN. CHILL OUT.
10B
impressions
500K+
spots
June – September
Expanded Markets:
Los Angeles, San Diego, Phoenix,
Las Vegas, San Francisco,
Oakland, Seattle, Portland, Dallas,
Denver, Salt Lake City
SOUTHWEST AIRLINES
A Southwest Airlines-dedicated media plan launched
in July and ran through November 2021.
• Connected television
• Contextual and native video placements
• Contextual digital display advertising
• Streaming audio
• Expedia
• Social media
• Digital outdoor billboards
9.9M+ impressions
Room
Nights:
1,200
Flights:
1,000+
Total
Revenue:
$628K
Play
WIN BIG GIVEAWAY: SWA PROMOTION
Greater Palm Springs x Sonic Gods Media
In celebration of new nonstop flights to Greater Palm
Springs via Southwest Airlines.IMPRESSIONS
815K+
NEW
FOLLOWERS
6.2K+
SOUTHWEST SWEEPSTAKES
Objective: Create content to
drive awareness around the
Greater Palm Springs travel
experience, highlighting
a stay at The Ritz-Carlton,
Rancho Mirage and the new
nonstop Southwest flights.
Collaboration with The Ritz-
Carlton Rancho Mirage
totaling 1,669 new followers
for their Instagram account.
IMPRESSIONS
815K+ 6.2K+
NEW
FOLLOWERS
Southwest-
Tagged
:30 Second
TV Spot
2022 NEW CO -OP OPPORTUNITIES
TV / BILLBOARD DIGITAL / AUDIO
Centro – Digital & Native Advertising
(Year-Round)
Adara – Digital Advertising
(Year-Round)
Pandora – Audio
(Summer 2022)
SOCIAL
Television
(Seasonal)
Billboards
(Year-Round /
Seasonal
Based on Markets)
Social Media
(Summer 2022)
2021 SUMMER CAMPAIGN: TELEVISION CO -OP
$660K
Total Value
53K
TV Spots
3.06B
Impressions
3 TV Partners
Westin Mission
Hills 2021
Summer Co-op
:30 Second Spot
The Ritz-Carlton,
Rancho Mirage
2021 Summer
Co-op :30
Second Spot
The Omni
Rancho Las
Palmas 2021
Summer Co-op
Spot
2021 SUMMER CAMPAIGN: BILLBOARD CO -OP
TIME FRAME: June – August, 2021
MARKETS: Los Angeles, San Diego, San Francisco
TIME FRAME: May - July, 2021
MARKETS: Los Angeles, San Diego
8.21M
total
impressions
6.79M
total
impressions
2021 SUMMER CAMPAIGN: DIGITAL CO -OP (WESTIN)
1.89M
total
impressions
301
total
bookings
$168K
total
revenue
Adara & Centro digital co-op programs ran in May & June 2021 promoting the Westin “Escape Your Way” Spa Package.
SUMMER
OCCUPANCY
STR DATA
SUMMER OCCUPANCY RESULTS: GREATER PALM SPRINGS
54% 53%
49%
37%
39%
37%
54%
52%
47%
20%
25%
30%
35%
40%
45%
50%
55%
60%
JUN JULY AUG
Occupancy Comparison by Month
2019 2020 2021
STR DATA
SUMMER ADR RESULTS: GREATER PALM SPRINGS
$130.06
$120.67 $120.97
$109.04
$120.78 $120.34
$159.76 $157.46
$148.71
$100.00
$110.00
$120.00
$130.00
$140.00
$150.00
$160.00
$170.00
JUN JULY AUG
ADR Comparison by Month
2019 2020 2021
STR DATA
SUMMER OCCUPANCY RESULTS: RANCHO MIRAGE
62% 61%
53%
39%
24%
51%
49%
42%
10%
20%
30%
40%
50%
60%
70%
JUN JULY AUG
Occupancy Comparison by Month
2019 2020 2021
Rancho Mirage did not submit STR
Data for June of 2020
$158.39
$151.26 $152.43 $148.20 $149.36
$203.83 $203.96
$184.78
$75.00
$95.00
$115.00
$135.00
$155.00
$175.00
$195.00
$215.00
JUN JULY AUG
ADR Comparison by Month
2019 2020 2021
SUMMER ADR RESULTS: RANCHO MIRAGE
STR DATA
Rancho Mirage did not submit STR
Data for June of 2020
FALL/WINTER
CAMPAIGN
FALL/WINTER CAMPAIGN: WHAT WILL YOU FIND?
Markets: Atlanta, Austin, Boise, Chicago, Dallas,
Denver, Des Moines, Eugene, Houston,
Indianapolis, Minneapolis, Nashville, New York,
Oakland, Portland, Reno, Salt Lake City, San
Jose, Seattle, Los Angeles, Las Vegas, Phoenix,
San Francisco, Vancouver, Winnipeg, Toronto,
Calgary, Edmonton
12B+
impressions
800K+
Spots
FLAIR AIRLINES: TORONTO
A Flair Airlines dedicated media plan launched in
October and will continue to run through December 2021.
General Toronto nonstop flight marketing will continue
through February.
• Custom landing page
• Canadian Broadcast Network television
• Digital outdoor billboards
• Contextual digital display banners
• Google Display advertising
• Digital video
• Social media
Total
Impressions
Oct-Nov 2021
83M+
Fall Campaign
:30 Second
TV Spot
Full 5-minute
“Find Your Own
Oasis”
Destination
Music Video
Fall Campaign
:30 Second
Social Media
Content
FALL OCCUPANCY
FALL OCCUPANCY RESULTS: GREATER PALM SPRINGS
52%
60%
64%
39%
42% 41%
50%
60%
67%
10%
20%
30%
40%
50%
60%
70%
SEPT OCT NOV
Occupancy Comparison by Month
2019 2020 2021
STR DATA
FALL ADR RESULTS: GREATER PALM SPRINGS
$132.70
$153.50
$165.07
$137.70
$153.62
$159.82 $165.85
$215.52 $212.93
$100.00
$120.00
$140.00
$160.00
$180.00
$200.00
$220.00
$240.00
SEPT OCT NOV
ADR Comparison by Month
2019 2020 2021
STR DATA
STR DATA
FALL OCCUPANCY RESULTS: RANCHO MIRAGE
52%
65%
70%
35% 36% 36%
44%
55%
60%
10%
20%
30%
40%
50%
60%
70%
80%
SEPT OCT NOV
Occupancy Comparison by Month
2019 2020 2021
STR DATA
FALL ADR RESULTS: RANCHO MIRAGE
$155.26
$171.25
$192.61
$167.02
$190.94
$211.33
$199.00
$258.53
$266.76
$100.00
$120.00
$140.00
$160.00
$180.00
$200.00
$220.00
$240.00
$260.00
$280.00
SEPT OCT NOV
ADR Comparison by Month
2019 2020 2021
DIGITAL RESULTS
OTA/DIGITAL ADVERTISING - CITY OF RANCHO MIRAGE
YEAR RNS GROSS BOOKINGS Estimated TOT
2019 20,912 $5,335716 $533,517
2020 9,529 $2,434,252 $243,425
2021 13,235 $4,216,852 $421,685
The above numbers represent bookings at Rancho Mirage hotels for the listed time period for consumers exposed to our campaign.
The CVB’s year-round Expedia campaign features a destination landing page on Expedia-owned sites (Expedia, Hotels, Hotwire, Travelocity, Orbitz) and features Greater Palm Springs partner hotels.
This page is customized by location, displaying hotel options for targeted markets based on direct flights availability and time of year.
Digital ads target consumers with display and native advertising as well as custom content.
ADARA 2021
RANCHO MIRAGE: MEDIA IMPACT 2021
Rancho Mirage #3 Rank
10.5% Hotel Bookings
Reporting Period: Jan-Dec 2021
Tracks hotel bookings, hotel revenue and air bookings through a 60-day pixel on paid media campaigns.
Greater
Palm
Springs
Media
Impact
2021
Rancho
Mirage
Media
Impact
2021
SOCIAL MEDIA
SOCIAL STRATEGY
Awareness of Destination:
Measured through impressions +
video views (New: Vertical
videos)
Drive Demand for a Destination
Experience: Measured through
engagement + website clicks
Content/Blog Distribution
Channels utilized:
• Facebook
• Instagram (Reels, Stories,
Posts)
• Pinterest
• Newsletters
• YouTube
• Tik Tok
SOCIAL CAMPAIGN SUPPORT
SUMMER CHILL
SOCIAL CHANNELS
REMOTE WORK
SOCIAL CAMPAIGN SUPPORT
LOVE LOCAL
LOCAL CAMPAIGNS
dineGPS - monthly e-
newsletter & social media
Love Local – campaign to
increase awareness of local
businesses
mobile passports – Trailicious
(hike & dine), Summer Eats &
holiday shopping
New Art & Sol series being
developed as part of our
Love Local campaign
LOVE LOCAL
CAMPAIGN
Campaign
Dec 2020. - Sept 2021
Includes:
• Digital advertising
• The Desert Sun
• Palm Springs Life
• Outdoor billboards
• Social media
BANDWANGO
Custom mobile
passes allow users to
access deals &
discounts
Marketing
Campaign Includes:
• Out-of-Home
• Digital banner ads
• Digital / local
radio spots
• Digital editorial
content
• The Desert Sun
• Yelp Partnership
June-Aug 2021 Oct 21-Jan 2022Feb-Apr 2021
PUBLIC RELATIONS
UNITED PLATES OF AMERICA
Season 4 Episode #3 – Rancho Mirage SegmentNovember 22, 2021 8:30 p.m. ET/PT
DirecTV's Channel 104
(4K Ultra HD Channel)
and VOD
MEDIA
COVERAGE
Jan 2021 - Dec 2021
Rancho Mirage
Coverage
Mentions:
516 Articles
Impressions:
2,108,193,685
AIR SERVICE
OUR AIR SERVICE CONTINUES TO GROW
PALM SPRINGS INTERNATIONAL AIRPORT (PSP)
NONSTOP CITIES
AIRLINES PROVIDING SERVICE
500+
11 32
CITIES CONNECT TO PSP
New Routes to Palm Springs International Airport (PSP)
Austin; 5x Weekly Seasonal
Chicago: 1x Daily Seasonal
Dallas: 1x Daily Seasonal
Portland: 1x Weekly Seasonal
Sacramento: 2x Daily Year-Round
PSP Nonstop Flights
from 30+ Cities on 13 Airlines
Nashville; 2x Weekly Seasonal
Indianapolis; 2x Weekly Seasonal
Des Moines; 2x Weekly Seasonal
Provo; 2x Weekly Seasonal
Edmonton: 2x Weekly Seasonal
Toronto: 2x Weekly Seasonal
Vancouver: 2x Weekly Seasonal
newest additions:
Edmonton; 2x Weekly Seasonal
Reno; 3x Weekly Year-Round
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
110%
120%
130%
140%
150%
160%
3/4/21
3/11/21
3/18/21
3/25/21
4/1/21
4/8/21
4/15/21
4/22/21
4/29/21
5/6/21
5/13/21
5/20/21
5/27/21
6/3/21
6/10/21
6/17/21
6/24/21
7/1/21
7/8/21
7/15/21
7/22/21
7/29/21
8/5/21
8/12/21
8/19/21
8/26/21
9/2/21
9/9/21
9/16/21
9/23/21
9/30/21
10/7/21
10/14/21
10/21/21
10/28/21
11/4/21
11/11/21
11/18/21
11/25/21
12/2/21
PSP TSA THROUGHPUT: MARCH TO DECEMBER
Percentage of same day travel in 2019 vs. 2021 - seven day moving average
PSP HAS BEEN TRENDING SIGNIFICANTLY ABOVE THE
NATIONAL AVERAGE SINCE APRIL
Note 1; Call out boxes reflect the entire month
Sources: Transportation Security Administration (TSA), Ailevon Pacific Aviation Consulting analysis Mar Apr May Jun Jul Aug Sep Oct Nov Dec
1-8
PSP 53%
Recovered 71% 98% 127% 132% 119% 124% 123% 108% 112%
National 53% 59% 67% 74% 80% 77% 76% 79% 84% 70%
70%
77%
85%
79% 83% 84% 87% 86% 88% 85%
81% 80%82%
86%
50%
13%
36%
57% 60%
56%
63%
56% 54%
31%28%
43%
58%
70%
74%
81%
77%
70% 70%
75% 78%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2019 2020 2021
PSP LOAD FACTOR BY MONTH
Load Factor: January 2019 to November 2021 November 2021 78% Load Factor
PSP LOAD FACTOR BY MONTH
COVID-19
started in the
U.S.
Note 1: Jan 2019 to Aug 2021 is from T-100 data. Sep to Nov 2021 enplanements is extracted from PSP Enplanement Report and seats extracted from Diio Sources: PSP Enplanement Report, T-100 data via Diio Mi by Cirium, Ailevon Pacific Aviation Consulting analysis 66 133.5
104.9
102.7
71.2 87.1
92.6 97.1
99.9 127.6
137.6
132.9
116.5
146.6
222.6
249.9
258.3
279.1
287.1
265.8
267.3
256.1
262.3
294.5
291.3
321.0
298.9
333.7
351.2
392.3
410.2
174.4
505.5
PSP TRAFFIC TRENDS
Thousands of onboards traveling to PSP in June to November: 1990 to 2021 PSP SAW RECORD DEMAND FROM JUNE TO NOVEMBER 2021
Note 1: August – November 2021 is extracted from PSP Enplanement Report Source: T-100 data via Diio Mi by Cirium; PSP Enplanement Report. Ailevon Pacific Aviation Consulting analysis 505,527 Total
onboards June
through November
CONVENTION SALES
MEET OUR SALES TEAM
VISIT GPS FUTURE PACE OUTLOOK: 2022
Current Room
Night Bookings
Pace Target Goal
192,224
160,742
+31,482
Variance
Open Leads
GREATER PALM SPRINGS
357 Leads
With 283,143 Room Nights
RANCHO MIRAGE
268 Leads
With 260,878 Room Nights
Room Nights
75% of Visit GPS sales team
leads include Rancho Mirage
20% over
target
Current Room
Night Bookings
Pace Target Goal
192,224
124,627
+67,597
Variance
54% over
target
Tourism Economics Model
AS OF DECEMBER 2021
COVENTION SALES
ECONOMIC IMPACT TO CITY OF RANCHO MIRAGE
2018/2019
49,627 Generated Rooms
$33,704,400 Estimated Economic Impact
$1,973,438 Estimated Local Taxes
$1,415,284 Estimated Bed Taxes
17,922 Jobs Supported
2019/2020
30,173 Generated Rooms
$18,888,380 Estimated Economic Impact
$1,232,084 Estimated Local Taxes
$875,787 Estimated Bed Taxes
10,943 Jobs Supported
2020/2021
9,304 Generated Rooms
$5,479,317 Estimated Economic Impact
$456,130 Estimated Local Taxes
$319,082 Estimated Bed Taxes
2,292 Jobs Supported
AS OF DECEMBER 31, 2021
2021/2022
9,843 Generated Rooms
$8,837,548 Estimated Economic Impact
$1,197,477 Estimated Local Taxes
$892,579 Estimated Bed Taxes
5,824 Jobs Supported
CONVENTION SALES – MONTHLY NEWSLETTER
Monthly newsletter sent to
over 8,000 meeting planners
• Trade Shows
• Air Service Updates
• Safety Information
• Vaccination Rates
GPS
Vaccination
Rates
80%+
GROUP REBATES FOR RANCHO MIRAGE
Tradeshows
and
Sales
Missions
Attended
Annually
42 FISCAL YEAR PAID REBATES
2017/2018 $6,295
2018/2019 $13,651
2019/2020 $8,130
TOTAL $28,076
CALENDAR YEAR UPCOMING
REBATES
2022 $11,362
2024 $2,820
TOTAL $14,182
Visit GPS Provides Rebates for
Groups That Will Meet During
Summer and Need Periods
AS OF DECEMBER 31, 2021
PARTNERSHIP
RANCHO MIRAGE
INVESTING
PARTNERS
60 RANCHO
MIRAGE
BUSINESSES
LISTED FOR FREE
105
211
RANCHO MIRAGE BUSINESS LISTINGS ON
VisitGreaterPS.com
RANCHO MIRAGE BUSINESSES ON WEBSITE
Total Number of Listings on
VisitGreaterPS.com
3,342
Total Number of
VGPS Investing
Partners
711
Total Number of
VGPS Partners
Listed for FREE
2,492
SOME BUSINESSES HAVE MULTIPLE LISTINGS
AS OF DEC 31, 2021
• 360 Sports at Agua Caliente Resort Casino Spa Rancho Mirage • A Transportation Service, LLC
• Acqua California Bistro at The River
• Agua Caliente Resort Casino Spa Rancho Mirage
• Babe's Bar-B-Que & Brewery
• Ben & Jerry's at The River
• bluEmber at Omni Rancho Las Palmas Resort & Spa
• Brandini Toffee Factory
• Children's Discovery Museum of the Desert
• GraSar Productions, Inc.
• Hilton Garden Inn Palm Springs - Rancho Mirage
• Holiday Inn Express & Suites - Rancho Mirage
• Indoor Air Perfection
• Java Caliente at Agua Caliente Resort Casino Spa Rancho Mirage • Kobe Japanese Steakhouse
• Las Casuelas Nuevas
• Omni Rancho Las Palmas Resort & Spa
• Palms Café at Omni Rancho Las Palmas Resort & Spa
• Pinzimini at The Westin Mission Hills Golf Resort & Spa • Pívat Cigar Lounge at Agua Caliente Resort Casino Spa • Rancho Mirage
• R Bar at Omni Rancho Las Palmas Resort & Spa
• Rancho Mirage Florist
• Rancho Mirage Library and Observatory
• Rancho Relaxo
RANCHO MIRAGE INVESTING PARTNERS
AS OF DEC 31, 2021
• Seasons Grill at The Westin Mission Hills Villas
• Spa Las Palmas at Omni Rancho Las Palmas Resort & Spa • Splash Grill at Omni Rancho Las Palmas Resort & Spa
• State Fare Bar + Kitchen at The Ritz-Carlton, Rancho Mirage • Sunnylands Center & Gardens
• Sunstone Spa at Agua Caliente Resort Casino Spa Rancho Mirage • The District at Agua Caliente Resort Casino Spa Rancho Mirage • The Edge Steakhouse at The Ritz-Carlton
• The Old Spaghetti Factory
• The Ritz-Carlton Spa, Rancho Mirage
• The Ritz-Carlton, Rancho Mirage
• The River at Rancho Mirage
• The Show at Agua Caliente Resort Casino Spa Rancho Mirage • The Spa at Westin Mission Hills
• The Steakhouse at Agua Caliente Resort Casino Spa Rancho Mirage • The Westin Mission Hills Golf Resort - Gary Player Signature Course • The Westin Mission Hills Golf Resort - Pete Dye Course • The Westin Mission Hills Golf Resort & Spa
• The Westin Mission Hills Resort - Troon Golf Academy
• The Westin Mission Hills Villas
• Wally's Desert Turtle
• Waters Café at Agua Caliente Resort Casino Spa Rancho Mirage 47 Visit GPS Investing Partners in Rancho Mirage
EDUCATION
www.visitgreaterpalmsprings/foundation
GOALS & VISION
• Provide scholarship opportunities to local students
• Support hospitality workforce development and career advancement training through TEAM GPS • Sponsor ambassador training through TEAM GPS
• $80K funded for TEAM GPS; $570K funded for City Tourism Grant GPS TOURISM GRANT - gpsNEXT
Provides matching funds to cities for projects or events that advance the Destination Development Plan priorities of
enhancing and adding new visitor experiences and increasing visitation during need periods.
• Stimulates creation of new, or expansion of existing, tourism product or events, especially during need periods
• Supports destination pillars: Arts & Culture, Health & Wellness, Outdoor Adventure
• Enhances a GPSTBID Hotel, such as meeting spaces and water experiences, that enhance the visitor experience
• Case study examples available at MyGreaterPS.com
Grant amount: Each member city will be eligible for up to 50% of their Visit GPS JPA contribution or a maximum of $100,000, whichever is greater.
Contact: Davis Meyer, Director of Partnership
[email protected] / 760-969-1360
Improve the tourism workforce to enhance the visitor experience TEACH
ENGAGE
ADVISE
MOTIVATE
• Ambassador training for frontline workers,
students, volunteers, civic leaders and
residents
• Career advancement and specialized
hospitality training
• Partnership with COD PACE Program to
make training accessible
• Virtual, self-paced training option for TEAM GPS
ambassador training
• Courses in:
• Banquet service
• Culinary knife skills
• Emerging Leaders – Leadership Training
• Customer service for hospitality employees
• Basic COVID safety and conflict de-escalation
TOURISM
DEVELOPMENT
International Representation
All of our international offices are currently active with the exception of China.
TRAVEL TRADE STRATEGY
Strengthen
USA, Canada & Mexico
Grow
Australia, France, UK,
Germany & China
Build
India, South Korea, Japan,
Italy & Scandinavia
• 2022 Re-Engagement• Market re-alignment: Dedicated half of team to North America travel
trade and niche segments such as
health & wellness, AAA, membership
organizations, etc.
• Reaching travel advisors via new
resources: travel advisor associations,
virtual trainings and regional
partnerships.
• In-market & in-person in 2021: Seattle,
Sacramento, San Francisco, San Jose,
Los Angeles, San Diego, Chicago,
Arizona, Florida & New York.
• Visit California co-ops: travel trade
marketing campaigns in the U.S. &
Canada.
• Re-opened offices in UK, Germany &
France.
• Destination trainings in offices with key
tour operators.
• Marketing co-ops in UK & Germany.
Programming in France coming soon.
• Billions in travel credit held by
consumers as well as higher household
savings.
• Popular travel trends are wellness,
outdoor adventure, rest & relaxation
• Forecasting 70-80% of 2019 levels next
year and matching by 2024.
CALIFORNIA REGIONAL COLLABORATION
Shared multi-destination itineraries used in B-2-B meetings and trainings B2B MARKETING – GOLF TOUR OPERATOR
CAMPAIGN EXPOSURE
• Golf travel annual brochure:
60,000 U.S. households
• 1 ad page in the Tee-Times
USA brochure
• 1 page in the Golfpac
brochure
• Minimum of 6 email marketing
campaigns to 225,000 opt-in
subscribers
• Website banner ads
• Preferred destination notation
to reservation staff
Thank you!
APPENDIX
DESTINATION
VIDEO
DESTINATION TV SPOTS
Full 5-minute
“Find Your Own
Oasis”
Destination
Music Video
UNITED PLATES
OF AMERICA
FULL VIDEO
UNITED PLATES OF AMERICA
Season 4 Episode #3 – Rancho Mirage SegmentNovember 22, 2021 8:30 p.m. ET/PT
DirecTV's Channel 104
(4K Ultra HD Channel)
and VOD
TOURISM ECONOMICS
RECOVERY INDICATORS
GPS TRAVEL RECOVERY
Tourism Economics serves as an extension of the Destination Market Organization (DMO) by assisting in the processing of data through the creation of a uniform report structure. These web-based reports combine multiple data sources in an easy to use format for organizations to share with internal and external stakeholders. The key benefit of this service is a centralized database to increase productivity from which our team can help provide important insight and assessment for decisions around marketing and budget.
NEW ROUTES
SINCE 2020
NEW ROUTES SINCE 2020
Start Month Airline Market Frequency Season duration
November 2020 Delta Los Angeles (LAX) 1x daily November to May November 2020 Allegiant Boise (BOI) 2x weekly November to May November 2020 Allegiant Eugene (EUG) 2x weekly November to May November 2020 Southwest Denver (DEN) 1x daily Year-round November 2020 Southwest Oakland (OAK) 2x daily Year-round November 2020 Southwest Phoenix (PHX) 2-3x daily Year-round December 2020 American Philadelphia (PHL) 1x weekly December to March December 2020 Alaska Boise (BOI) 1x daily December to April December 2020 Alaska Reno (RNO) 5x weekly December to January May 2021 Southwest Las Vegas (LAS) 1x daily Year-round
October 2021 Southwest Sacramento (SMF) 1-2x daily Year-round Start Month Airline Market Frequency Season duration
November 2021 Alaska Austin (AUS) 5x weekly November 2021 to April 2022 November 2021 Alaska San Jose (SJC) 1-2x daily Year-round November 2021 Allegiant Nashville (BNA) 2x weekly November 2021 to Spring 2022 November 2021 Southwest Dallas (DAL) Holiday peak November 2021 to Spring 2022 November 2021 Southwest Chicago (MDW) Holiday peak November 2021 to Spring 2022 November 2021 Southwest Portland (PDX) Holiday peak November 2021 to Spring 2022 November 2021 Allegiant De Moines (DSM) 2x weekly November 2021 to March 27, 2022 November 2021 Allegiant Indianapolis (IND) 2x weekly November 2021 to April 17, 2022 November 2021 Allegiant Provo 2x weekly November 2021 to May 2, 2022 December 2021 Flair Airlines Edmonton (YEG) 2x weekly December 2021 – March 25, 2022 December 2021 Flair Airlines Toronto (YYZ) 2x weekly December 2021 – April 30, 2022 December 2021 Flair Airlines Vancouver (YVR) 2x weekly December 2021 – April 30, 2022 December 2021 Swoop Edmonton (YEG) 2x weekly
January 2022 Aha! Reno (RNS) 3x weekly Year-round
NEW ROUTES SINCE 2020
PARTNERSHIP
80 EAT & DRINK
RANCHO MIRAGE BUSINESS LISTINGS BY CATEGORY
9 ACTIVITES & RECREATION 17
ARTS & CULTURE
17RELOCATION, OTHER BUSINESS
& PROFESSIONAL SERVICES
6 GOLF
19 SPA, BEAUTY & WELLNESS
25MEETING & EVENT RESOURCES
18 SHOPPING
9 HOTEL & LODGING
11WEDDINGS
AS OF DEC 31, 2021