City of Indian Wells Commissions Tourism Study to Better Understand Visitor Preferences

FORT WORTH, TEXAS, (February 3, 2015) — The City of Indian Wells, California, today announced that it has entered into a partnership with Buxton to develop in-depth profiles of visitors to the desert community. Buxton’s best-in-class visitor analytics will allow the City to better understand who is visiting Indian Wells and the retail amenities that would best complement existing shopping and dining options.

While tourism development programs have traditionally relied on basic demographic information, Indian Wells will utilize insights that go beyond demographics, allowing the City to optimize marketing campaigns and tourist offerings. Additionally, Buxton’s proprietary web-based real estate platform SCOUT® will give City leaders the ability to analyze recommended amenities and share market intelligence with local businesses.

“Indian Wells is a cutting edge community and a world-class tourist destination,” said Nancy Samuelson, director of marketing and community relations for the City of Indian Wells. “We are excited to incorporate the insights from Buxton’s analytics in planning future events and providing additional amenities to both our citizens and visitors.”  

“Buxton is pleased to support the tourism development efforts of the City of Indian Wells,” said Lisa McCay, vice president in Buxton’s public sector division. “Understanding visitors and their impact on the Indian Wells economy will help local leaders to make effective strategic decisions.”  

Buxton has worked with more than 650 cities nationwide to implement retail and tourism development strategies. Tourism clients include Palm Springs, California; the Arizona Office of Tourism; and Downtown Dallas, Inc.

About Indian Wells, California

Located in the heart of Southern California’s Desert Resort communities, the City of Indian Wells is recognized worldwide for its tranquil and luxurious resort environment. Then and now, astute planning and city leadership have helped Indian Wells achieve status as one of the premier residential resorts and vacation destinations in the United States. In addition to an exceptional year-round climate, the city boasts a variety of renowned special events, including the BNP Paribas Open, Indian Wells Golf Resort, Indian Wells Art Festival and Desert Town Hall Indian Wells Lecture Series.

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About Buxton

Buxton is the industry leader in customer analytics. We help businesses understand who their customers are, where their customers are located, and how to grow the value of each customer. More than 3,000 clients in the retail, restaurant, healthcare, private equity, and public sectors have relied on our insights to guide their growth strategies. Clients include Anthropologie, GNC and Sally Beauty Supply.

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Media Contact   

Katie Russell

Journey Awareness Persona Tourism/CVB