Visit Greater Palm Springs: Comprehensive Company Profile

Background

Visit Greater Palm Springs (VGPS) serves as the official tourism marketing agency for the Coachella Valley, encompassing nine cities: Palm Springs, Desert Hot Springs, Cathedral City, Rancho Mirage, Palm Desert, Indian Wells, La Quinta, Indio, and Coachella, along with unincorporated areas of Riverside County. Established in May 1989 through a Joint Powers Authority, VGPS operates as a public-private partnership dedicated to enhancing the region's tourism economy. The organization supports over 3,000 business partners by providing sales, marketing, and public relations services aimed at attracting leisure travelers, as well as event, meeting, and convention groups.

Key Strategic Focus

VGPS has broadened its scope beyond traditional sales and marketing to include workforce and economic development. Recognizing that the future success of the Coachella Valley's tourism industry hinges on various factors, VGPS has identified several priority areas:

Grow the Tourism Economy: This includes domestic and international leisure marketing, attracting new meetings, conventions, and events, developing demand during need periods, conducting research to measure impact and effectiveness, and educating the community and homeowners about vacation rentals.

Regional Collaboration: Efforts focus on expanding air service and supporting new transportation options, promoting diversity, equity, and inclusion (DEI), sustainability, accessibility, and cultural heritage, advancing workforce development through initiatives like TEAM GPS, diversifying the regional economy, and engaging in advocacy efforts.

Financials and Funding

VGPS is primarily funded through a Tourism Business Improvement District (TBID), which imposes a 3% assessment on short-term stays in hotels with 50 rooms or more and a 1% assessment on short-term stays in vacation rental properties within specific boundaries of the Coachella Valley. Additionally, each city within the Coachella Valley contributes funds to VGPS based on a formula applied to local hotel lodging revenues.

Pipeline Development

VGPS has been instrumental in supporting and promoting significant developments within the region, including:

Acrisure Arena: Opened in 2023, this live entertainment venue significantly boosted the local economy, injecting $168.5 million and supporting nearly 2,000 jobs. The arena hosted 850,400 attendees across 117 events in its inaugural year.

Agua Caliente Cultural Plaza: Opened in November 2023, this cultural center includes a museum, gathering plaza, lush gardens, and an immersive walking trail, along with The Spa at Séc-he, which restores public access to the ancient healing waters of the Agua Caliente Hot Mineral Spring.

Technological Platform and Innovation

VGPS leverages a comprehensive digital marketing strategy to promote Greater Palm Springs, utilizing various platforms and campaigns:

Digital Advertising: Engages in year-round campaigns across platforms like Expedia, TripAdvisor, Travelzoo, and Sojern, targeting both leisure travelers and meeting planners.

Social Media Engagement: Maintains active presence on channels such as Instagram, Facebook, and Twitter, sharing content that highlights the region's attractions, events, and unique experiences.

Collaborative Campaigns: Partners with organizations like Visit California and Brand USA to expand reach into international markets, including the UK, France, Germany, Mexico, and Australia.

Leadership Team

Scott White: President & CEO of VGPS, leading the organization's strategic initiatives and partnerships.

Colleen Pace: Chief Sales and Marketing Officer, overseeing marketing strategies and campaigns.

Todd Burke: Vice President of Communications, managing public relations and communication efforts.

Leadership Changes

As of the available information, there have been no recent significant changes or appointments within the VGPS leadership team.

Competitor Profile

Market Insights and Dynamics

The Coachella Valley's tourism industry is a significant economic driver, with visitor spending reaching $7.1 billion in 2022, marking a 26% increase over 2021. This spending supported more than 49,000 jobs and generated $812 million in state and local tax revenues.

Competitor Analysis

VGPS operates in a competitive landscape alongside other destination marketing organizations (DMOs) in Southern California, such as Visit Palm Springs and Visit California. These organizations focus on promoting their respective regions, leveraging unique attractions, events, and marketing strategies to attract visitors.

Strategic Collaborations and Partnerships

VGPS has established several key partnerships to enhance its market position and capabilities:

Rent Responsibly: Collaborated on the "Five-Star Summer Hosting Essentials" campaign to provide short-term vacation rental hosts with resources and training to ensure a high-quality experience for guests and local communities.

ASAE (American Society of Association Executives): Joined as a corporate partner to engage with association executives and position Greater Palm Springs as a premier meetings destination.

Operational Insights

VGPS's strategic initiatives, such as expanding air service, promoting sustainability, and enhancing workforce development, position the organization to effectively compete with other DMOs. By focusing on authentic storytelling and community involvement, VGPS differentiates itself and appeals to a diverse range of travelers.

Strategic Opportunities and Future Directions

Looking ahead, VGPS aims to:

Enhance Accessibility: Achieved Certified Autism Center™ designation and is working towards making Greater Palm Springs a Certified Autism Destination, ensuring inclusive options for all visitors.

Promote Sustainability: Recognized by Green Destinations for efforts in amplifying authentic experiences and local voices, highlighting a commitment to sustainable tourism practices.

Expand International Reach: Continues to target international markets through collaborative campaigns and partnerships, aiming to increase the percentage of international visitors.