Focus on Palm Springs, California

There is no denying that tourism is a major global economic force. Approximately 740 billion dollars are spent each year in tourism in the United States from both domestic and international travelers. As of 2004, the tourism industry accounted for 7.3 million jobs. Contributors to the tourism sector include the arts, food and wine, festivals and events, heritage and the environment. As economic development and tourism are a natural fit for one another, an alliance is often formed between the two divisions. Benefits from this alliance are often co-op advertising while marketing and public relations efforts share the same voice.

One strategy that has helped some retailers is the targeting of tourist dollars, as shopping and tourism often go hand in hand. Successful retailing in many small and rural communities is often rooted in the growth of innovative businesses that serve both local residents and visitors.

In this article, you will learn how the tourism industry affects Palm Springs, California and some of their strategies.

Hollywood's Hideaway

Attributes making Palm Springs, California such a big tourist draw each year include the year-round sunny and clear weather, a stunning natural mountain backdrop and its proximity to L.A., Orange County and San Diego. Known as "Hollywood's Hideaway", Palm Springs is now being transformed with the Mid-Century architecture and growing collection of vintage boutique home goods shops into a retro, yet hip, chic feel.

"Everything a visitor might want to do is very close together," said Mary Jo Ginther, director of tourism for the Palm Springs Bureau of Tourism, "In fact, most of it one can walk. From the hotel to the restaurants and shops, it is a five minute drive into the pristine trails of the Indian Canyons, and a five minute drive in the other direction to the Palm Spring Aerial Tramway. Palm Springs has a relaxing and rejuvenating desert oasis, and wonderful spa experiences, particularly in our hotels."

Retail and Restaurant Further Tourism Efforts

Like any resort destination, restaurants and retail provide the outlet giving visitors things to do while on vacation. Specifically, Palm Springs is reinventing itself as a place with a hip vibe, both with the genuine "rat pack haunts" in places like Melvyn's, to the newer spots like Dinks.

"Having alfresco dining, whether it be the dining room or the bar area is almost imperative here in Palm Springs," said Ginther. "The charm and ambience of outdoor restaurants like Azul, Shanghai Reds, or the fireplace grills on the grounds of the Parker Palm Springs or the Riviera Resort and Spa are the areas that give us the unique talking points that reflect the beautiful weather and natural beauty of Palm Springs."

In regards to shopping and retail, downtown Palm Springs is the major draw. "The sense of ease in walking from the shops and restaurants to a downtown casino or the Convention Center is really what makes it special," said Ginther. "I think many of the country's top destination areas have these small, village-like downtowns, where one can shop, people watch and dine outside."

Promoting Palm Springs

Marketing efforts put forth by Palm Springs include an ad and media schedule in print publications, online media, radio and TV to drive markets, direct flight markets, and international markets throughout the year. Through these efforts, leads are generated that are fulfilled with marketing collateral and visitors guides. The collateral created throughout the year reinforces the brand message of Palm Springs to external markets.

"We attend leisure and travel trade shows throughout the year to keep Palm Springs top-of-mind to both the individual leisure traveler and the tour operator," said Ginther. "We also distribute collateral and collect potential visitor information through these trade shows so that we can re-connect with them through email blasts and direct marketing campaigns."

The public relations effort includes individual and group journalist trips, press visits and missions, press releases, and pitches throughout the year. Their website www.visitpalmsprings.com is used to attract new potential visitors through email opt-ins, contests and sweepstakes. These efforts are followed up with email newsletters on a monthly basis, as well as with special events and hot deals.

They also research new trends, visitor and non-visitor perspectives and outlooks through surveys, focus groups and market research.

Economic Impact

Palm Springs is known as a resort destination, and tourism is the largest industry. Transient occupancy taxes and sales taxes derived from visitors provide the city with revenues to preserve, maintain, and grow Palm Springs. Specifically, events in Palm Springs can often turn a visitor into a resident – Modernism Week is an example of this, in which many of the events' attendees now own second homes.

View the February 2009 CommunityMatters Newsletter