HomeMy WebLinkAbout2018-06-28 Study Session - CVB Update ...........
CITY OF PRLM DESERT
73-5
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IO FRED WARING DRIVE
t!041A`%= f4 PALM DESERT, CALIFORNIA 92260-2578
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a£`� ` ' info@a cityofpalmdesert.org
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NOTICE OF STUDY SESSION
OF THE
PALM DESERT CITY COUNCIL
NOTICE IS HEREBY GIVEN that the Palm Desert City Council will convene
Thursday, June 28, 2018, at 2:00 p.m. in the Administrative Conference Room of the
Palm Desert Civic Center, 73-510 Fred Waring Drive, Palm Desert, California 92260, for
the purpose of conducting a Study Session. Said Study Session will be held in order to
receive a presentation from the Palm Springs Desert Resorts Convention &Visitors Breau.
RA L E D. KLASS N, CITY CLER
CITY OF PALM DESERT, CALIFOR
June 21, 2018
NO ACTIONS WILL BE TAKEN AT THE STUDY SESSION.
PURPOSE OF THE STUDY SESSION IS INFORMATION ONLY.
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GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
2017 GREATER PALM SPRINGS TOURISM ECONOMIC IMPACT
Total Number of Visitors ` pk+ •
18% Growth 2011 to 2017 yy�14 000 001 _
13,600,000
is
13500.00,
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13.000,000 12,900,000
12500.000
12,200,000 Y
.l.a. - - -p- i
12 000.000
11,500,000
500 000
11 000.000
10,500,000
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I,10 000.000 •' x 7 2011 2013 2017
Goal 16.8 Million Visitors By 2026
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GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
2017 GREATER PALM SPRINGS TOURISM ECONOMIC IMPACT
•
Total Economic Impact
32% Growth 2011 to 2017
8 OW,000 00(
7,000,000,000 F •
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6,400,000,000
5,800,000,000 •� -
5,300,000,000
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GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
VALLEY OCCUPANCY 2005 - 2017
Annual Average Occupancy
65.0 63.6 C66.79D
C58.3%) 61.7 62.0
1.1
60.0 60.7 59.1
57.6
58.0 58.6
6.9
55.3
55.0
9 51.
50.0
45.0
40.0
2005 2007 2009 2011 2013 2015 2017
/ City of Palm Desert hotels are outperforming the regional annual occupancy
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
AVERAGE DAILY RATE 2005-2017
Annual Average ADR
$180.00
Q159.06 )
$160.00 $154.70 $156.71
$144.
$140.00 $138.5
$129.13
$129.•
$123.93 $126.49 $125.87 $123.1•
$120.00 15.88 $118.05
$112.69
$115.62
$100.00
$80.00
$60.00
2005 2007 2009 2011 2013 2015 2017
City of Palm Desert hotels are outperforming the regional annual ADR
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
CVB MEETINGS & CONVENTIONS BOOKED
2017 IMPACT TO THE REGION
Booked 347 Meetings / 252,468 room nights
$5.33 MILLION ESTIMATED TOT
$8.6 MILLION ESTIMATED LOCAL TAXES
$59.8 MILLION ESTIMATED PERSONAL INCOME
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$170 MILLION ESTIMATED ECONOMIC IMPACT T �`
•
CITY OF PALM DESERT
CVB MEETINGS & CONVENTIONS BOOKED
2017 IMPACT TO CITY OF PALM DESERT
671 CONVENTION LEADS
56 CONVENTION BOOKINGS
48,279 TOTAL ROOM NIGHTS
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CITY OF PALM DESERT
CVB MEETINGS & CONVENTIONS BOOKED
2017 IMPACT TO CITY OF PALM DESERT
City of Palm Desert 2017/18 JPA Contribution - $347, 157
$821 ,235 ESTIMATED TOT
$2.37 ROI FOR CITY OF PALM DESERT CONTRIBUTION
$1 ,825,440 MILLION ESTIMATED LOCAL TAXES t
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$35,842,081 MILLION ESTIMATED ECONOMIC IMPACT1. Y '
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GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
INTERNATIONAL TOURISM
The CVB works directly with domestic and international travel agents, tour operators and
receptive operators through different sales and training channels to ensure that Greater Palm
Springs stands out as a unique travel destination worldwide. Emerging markets are India, South
Korea, Scandinavia, Japan and Taiwan (New Non-Stop to Ontario).
Greater Palm Springs has international representation
in the following countries:
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United Kingdom Australia Germany China
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GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
2017 TOP INTERNATIONAL GROWTH MARKETS - VISA DATA
CANADA ill111111111 13.2%
GERMANY 1111111=111 14.8%
AUSTRALIA 35.5%
FRANCE 11 .0%
JAPAN 7.5%
SOUTH KOREA 8.2%
\ i Greater Palm Springs CVB's estimate is based on and extrapolated from aggregate card usage data provided by VisaVue®Travel
for the period of 2015-2017 and incorporates data from other independent research sources.
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
SUMMER MARKETING COMPARISON — MAY - AUGUST
2012 Summer Marketing Campaign 2018 Summer Marketing Campaign
No Co-op existed 15 Partners working together!
$305k Budget
$828k Budget
5,500 Television spots
400,000 Television spots
125k Impressions generated ➢ 16+ Billion impressions generated
Summer Growth 2012 vs. 2018
7% Occupancy
20% A D R
San Diego, Orange County, LA, SF, Las Vegas and Phoenix
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CITY OF PALM DESERT
2018 SUMMER CHILL CO-OP
MAY - AUGUST
Spots: 34,859
Impressions: 1.6 billion
Media Value: $420K
CITY OF PALM DESERT SUPPORTED
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tll bahAil a DESERT SPRINGS PALM DESERT
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Rates starting at$189 per night.
EL1 ' Efit I $50 per night resort credit.
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2017 FALL - 2018 WINTER CO-OPS
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' FASHION WEEK. city of Palm Desert FOOD&WINE
El PASEO __—
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Fashion Week Food&Wine
Total
Spots: 96,794
Impressions: 3.8 billion
' Media Value: $630K
`i ` CITY OF PALM DESERT SUPPORTED
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
PUBLIC RELATIONS
$30.8 million in earned media coverage
over 1 billion impressions
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PUBLIC REALTIONS
City of Palm Desert was part of 112 published articles
Featuring 218 businesses
$4.5+million in coverage
164.3 million impressions
% 0s Augdes �1.T11.es
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CITY OF PALM DESERT
PUBLIC RELATIONS
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Desert Dreams (online & print) i' $0 "'�` '. MIK
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Print: 1 .9 million impressions 4L,Pi '� ti. ,�. � �
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Unique Monthly Visitors: 49,038
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WESTJET MAGAZINE t
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�°^R�► , Greater Palm Springs is poor " _ ,
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hng t�GRAND PALM SPRINGSo to tr1011Nauwa i..,arnnvwnn7uc7 �t�Le Grand Patin Sprurgs poor- n.�pe.rr+m.n w as �. ,
' rj�1114011 x+sona foal prreate golf clubs m Vrerrd neat vines.s'eto/wlt de
10.111.14SIMOmip Pam I Its
Desert Hot Springs a La Quanta.
Indian Wells and family-friendly
:hocune ovec so propre person. pro' rib "1ie °0y On....II.WI pn." %
that include The
Irving Desert( ed.page GO)
terrains de golf wires
Palm De he Californiaa Indian Wells et La Qu/nto.
in Kam 104AMl1.SMOGS aru[OH10PM16 o6lracr
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+" desert region flanks these cities aftr.- ., ant The
,t m,.e.map.a.o<.aa roy/
' ' and offers outdoor adventure 'ring Desert(le desert yr'. 0a.See ad...+e a a.e "o .P . � �.,n eewra�.
ad.AM N..uy."...v.ye.• Spao.nob laud rt..a.Vert a.
with Joshua Tree National Park to (parr 60)0 Palm Desert e ..vbsy roan coming kw* map dun,00 heel-end ma.,.,
WE S T J E T MAGAZINE the northeast and the Salton Sea dese •••• -odre ces >+ ept.,""`hoaNud Ye ay°`easLS' sa`e'ors
,p.t.cey 1pt r.s..amraJ a.m...ulaa.a.pmenr..
to the southeast talks et propose des orentutes a/°'"r., QW,t16A4 Mil,
\ $ / i_ i1 ita � �rtWflLM sr GSMO< .r..a Pas..Nr.c a ro....
de*n cur au port notional �q{{ P° .>n..Aa k .Rion.a.�
/ • Joshua Tree o Pest et ou be ,,se,,,„,,,,s ,,,a„„..
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GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
WEBSITE
7.0 MILLION PAGE VIEWS "Palm springs THINGS TO DO EVENTS EAT 6 DRINK STAY DEALS OUR 9 CITIES TRIP PLANNING
2.8 MILLION SESSIONS
2.5 PAGES PER SESSION
"Fr"
2:47 AVERAGE SESSION DURATION
22.2% BOUNCE RATE ``
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CITY OF PALM DESERT
There's something for everyone to enjoy when visiting Poll Desert room shopping districts.Theater.on galleries and museums to TlRelg
trails pelf courses and family-friendly resorts,Poll Desert otters an oasis of CAI is every traveler.
EVENTS IN *�
IN THE SPOTLIGHT PALM DESERT �� 1
Discover a Where to ra"e 1OrO
Plan a Palm +1•1+•+uri17
Desert Getaway Shopping Experience Arts Paradise and Culture Kid SPonfingClass
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Tap Takeo ver Latitude 33
Brewing
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The Movies That I,Tade Me
staring Brad wipe
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CITY OF PALM DESERT
WEBSITE CONTENT
From Jan 2017 - today: Partner mentions in articles 3601 pageviews: 392,766
Unique Hotel Rooms in Greater Palm Springs Achieve Your Fitness Gouhh or the Biggest Loser kese: In mini uetieri Best Instagram Spots in Greater Palm Springs
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mo✓4+g4w.G nC'YYNool..06,uorloctx, t*Rah+meMwvn.1YYM>P..ror Mov,aMnrern Dew (Me'Wfv6rvnbnWli}n1o�IM1Yr.oC4fYCT udef luweC awcYmme AVWbn DYst 1P.05Yv1.too ..
uuaespnn.w..rarsMa eraNMn M urns ra+.r a Anyn rwruv�w�rmo✓
fAn1pavc<J01,/xenon Dazn$v,Pares''455COldiary CM'D..Pr.Desen
1.1W h.len D..13.pfmt.Spp n Poen De.s mow W it.use leoto.rep C,Nwrp.wb+i Yoo c.f.men,
1440*.Oltld b,N0C0.rM fduenma:.a o rc resin.
28,379 pageviews 18,301 pageviews 13,535 pageviews
95% traffic from native advertising 30% traffic from native advertising 87% PPC advertising
and social traffic Ranks number 2 for "Instagram
Ranks 5 for "Unique Palm Springs spots in Palm Springs"
hotels"
w Pageviews to City of Palm Desert landing page: 53,171
CITY OF PALM DESERT
MARKETING SUPPORT
2017 EXPEDIA CAMPAIGN
Overview: Greater Palm Springs destination page on Expedia promoting Partner 4...4"-
Expedia deals. Promoted on Expedia, Hotels.com, Hotwire, Travelocity, Orbitz ® -- � .•
12 Palm Desert Partners: Best Western Plus, Comfort Suites Palm Desert, Courtyard
by Marriott, Embassy Suites Palm Desert, Fairfield Inn and Suites, Hampton Inn and
Suites, Holiday Inn Express, Homewood Suites Palm Desert, JW Marriott Desert
Springs, Motel 6, Residence Inn by Marriott, Shadow Mountain Resort
Impressions: 14.9 million ,
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CITY OF PALM DESERT
MARKETING SUPPORT
2018 EXPEDIA CAMPAIGN
Timeline: 2/1/18- 12/31/17 . ®®
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Impressions: 16.7 Mon Expedia products (Expedia, • F�, FIE , .
Hotels, Hotwire, Travelocity, Orbitz) -
12 Palm Desert Partners: Best Western Plus, Comfort ',a._ —
m NI sir as
Suites Palm Desert, Courtyard by Marriott, Embassy ..wnw..� »�_ ---° ........A.>,
Suites Palm Desert, Fairfield Inn and Suites,
Hampton Inn and Suites, Holiday Inn Express, "` �`_ __ _ _
Homewood Suites Palm Desert, JW Marriott Desert .-� =_== _=-=_-
Springs, Motel 6, Residence Inn by Marriott, Shadow _ ., _ - o
Mountain Resort .._.e ._. . ._,_.......� ___ - _—
8113 see 4-, i 16 11.1110.1.1 ..
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CITY OF PALM DESERT
MARKETING SUPPORT
GWeener Dakn SD.MS
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2017 TRAVELZOO CAMPAIGN
Overview: The Greater Palm Springs CVB partnered with
Travelzoo to promote the destination to its subscribers. k _'� TWA
Timeline: 5/15/17 - 9/31/17 -�--®
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12 Palm Desert Partners: JW Marriott Desert Springs, Biggest Loser
Resort Palm Desert, Westin Desert Willow Villas, The Living Desert,
Marriott Shadow Ridge, Courtyard by Marriott Palm Desert,
Residence Inn by Marriott Palm Desert
Standalone emails: 1 .7M emails ; • - =_`
Top 20 Emails: 7M
Impressions: 96M • y.:. 4--
Clicks to GPS: 649K
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CITY OF PALM DESERT
MARKETING SUPPORT
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2018 TRAVELZOO CAMPAIGN ...IPA,*n
Timeline: 2/1/18 - 12/31/17 - ..F._.r
Standalone emails: 3.8M emailszi
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Impressions: 1 OM
111111
3 Palm Desert Partners: JW Marriott Desert Springs, Hotel Paseo, Palm Desert Inn ,a_. „
7.1 r" .0- ... „ --QV'. .teak"."-4- ---7,1..m._ ,[4. 4
Motu duw cP n Desert Bounce*Resort Im$p .a.:�rto nee - -_ :: $53562 Pdm Desert Inn knd.BrnMest Save up to 25% ^ >0%Off Brand New Palm _ _
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CITY OF PALM DESERT
MARKETING SUPPORT
2017 SECRET ESCAPES / GILT/ JETSETTER CAMPAIGN rd er
P• •rings
Overview: Destination landing page on Secret Escapes promoting - . -�
Secret Escapes hotel partner deals. Secret Escapes is a luxury travel
site, promoting 3.5+ star properties. These travel deals will be promoted ..
on 3 luxury travel sites, Secret Escapes, JetSsetter and GILT. 950K ad
impressions served.
Health&Wellness
Timeline: 8/1/17 -8/31/17 '�
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Palm Desert Partners: JW Marriott Desert Springs
Dining&Drinks gr� l
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GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
2017 DESTINATION MARKETING RESULTS
£f 1 .7 MILLION TOTAL NUMBER OF TELEVISION SPOTS
g ��• 4 20.7 MILLION TOTAL VIDEO VIEWS
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i ` 28.9+ BILLION TOTAL IMPRESSIONS GENERATED
,1y
T "--.; es the effectiveness of our marketing campaigns
with a third party company - SMARlnsights
• 27 years of conducting research for the travel and tourism industry.
• SMARlnsights has worked with more than 25 state tourism organizations and more than 75 convention and
visitors bureaus
The Greater Palm Springs Convention & Visitors Bureau (CVB) has partnered with SMARlnsights since fiscal year
2013-14 to conduct an annual measure of the reach and impact of its paid marketing campaigns.
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2017 GPS GETAWAY CAMPAIGN AWARENESS n5 g tS
Strategic Nlarketmg and k..arrh
In representing nine communities, one of the CVB's goals is to use advertising dollars to extend the reach of
partner cities' marketing investments.
2017 recall of the CVB's and its partners' advertising reached 55%. However, for the purposes of calculating
the economic impact and return, it is helpful to focus on the reach of the CVB's advertising alone.
Each of the CVB's seasonal executions outperforms the predicted level of awareness. Predicted awareness is
based on historical performance of hundreds of domestic destination advertising campaigns at various
spending levels. It estimates expected awareness based on:
GPSCVB Ad Awareness vs.Predicted Awareness
Predicted •Total awareness
111
40%
30%
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Spring Summer Chill Fall
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2017 GPS MARKETING CAMPAIGN ANALYSIS — GETAWAY MARKETS ts
g
Strategic,N larket mg and Research
The CVB invested considerably more in the
advertising this year. The result is that: Getaway Markets—Cost per 2017
>Awareness is 20 points higher than it was aware household (CPAH)
last year. ..
>6.4 million traveling households in the Traveling households 10,223,614
getaway markets are aware of the CVB's
messaging. This is a 48% increase in aware Awareness 62%
households over 2016.
The campaign is far more efficient than most CVB Aware households 6,367,590
spot-market campaigns.
Campaign spending $1,792,160
Benchmark CPAH
for CVB spot-
market campaign:
$0.46
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2017 GPS TOTAL CAMPAIGN AWARENESS 4 i n s i g ts
Strate:ncNlarketmg and Re parch
One of the objectives for measuring the advertising via pulse waves throughout the year was to look at
recall of multiple seasonal executions, and see if the layered campaigns extended the CVB's advertising
investment and impact.
In fact, evaluating the total reach of the 2017 advertising in the getaway markets, the effort reached 62%
of traveling households.
Spring 40%
19% of travelers recall
Total awareness: 62% All three elements of each of the
19r° three seasonal
Summer Chill 42% Fall 44% marketing campaigns
/
2017 GPS IMPACT ON VISIT INTENT % insghts
Strategic Marketing and Research
Each of the seasonal ad executions boosted likelihood to visit Greater Palm Springs.
Throughout the year, roughly a third of ad-aware travelers in the Getaway Markets intend
to visit the area in the coming year.
Campaign Impact on Visit Intent
34%
30% 30%
21% 22%
17%
Spring Summer Chill Fall
/ •Unaware ■Aware
2017 GPS IMPACT ON MOTIVATIONS - PILLARS A nsig ts
Strategic Marketing and Ilc sc;rc h
Pillar activities each received significant boosts from the advertising. GPS visitors aware of
ads were more motivated to choose the area by:
>Arts & Culture activities - 8-point boost
>Outdoor adventure activities - 16-point boost
>Health/wellness - 8-point boost
Which of these motivated you to choose Greater Palm Springs as your destination?
41%
33% 34%
18% 16%
8%
Arts&Culture activities Outdoor adventure activities Health/wellness
t / •Unaware ■Aware
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
2017 TOP DOMESTIC GROWTH MARKETS - VISA DATA
LOS ANGELES-RIVERSIDE-ORA 7.9%
PHOENIX-MESA, AZ 12.1%
SAN DIEGO, CA 8.8%
SAN FRANCISCO-OAKLAND-SAN 1 1 .1%
SEATTLE-TACOMA-BREMERTON, 16.1%
PORTLAND-SALEM, OR-WA 14.9%
NEW YORK-NORTHERN NEW JER 13.2%
LAS VEGAS, NV-AZ 5.1%
SACRAMENTO-YOLO, CA 12.8%
CHICAGO-GARY-KENOSHA, IL- 5.4%
Greater Palm Springs CVB's estimate is based on and extrapolated from aggregate card usage data provided by VisaVue®Travel
` ' for the period of 2015-2017 and incorporates data from other independent research sources.
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
2017 SOCIAL MEDIA - #VISITGPS
•
OVoulube 6.8 MILLION VIEWS 0 1 7.4K FOLLOWERS
299K FANS 37.6K FOLLOWERS
There's something for everyone to enjoy when visiting Palm Desert.From shopping districts,theater,art galleries and museums to hiking
(rats,golf courses and family-trlendly resorts,Palm Desert otters an oasis of chill for every traveler.
EVENTS IN i'
IN THE SPOTLIGHT PALM DESERT
Discover a Where to Fathers Day Menu
Plan a Palm Jun
1S Jii77 Shopping Experience Arts
Desert Getaway Paradise and Culture Kids Painting Class
Jun 2
Tap Takeover:Latitude 33
Brewing
The Movies That Made Me
Starring Brad Seiple
/ , ken 17
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
CVB PRODUCING OUR ORIGINAL SERIES
4 ORIGINAL SERIES
• CHILL CHASER Over 3.4 million YOUTUBE VIEWS
• WANDER LIST Over 2.3 million YOUTUBE VIEWS
• INFLUENCER SERIES Over 885 thousand YOUTUBE VIEWS
• NEW CHEF SERIES Over 754 thousand YOUTUBE VIEWS
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CITY OF PALM DESERT
CVB YOUTUBE CHANNEL - TOP PERFORMING VIDEOS
Included in 16 videos on YouTube from January 2017
to June 2018 with a total of 1 million+ video views
The Chill Chaser has a rockin' good Explore the Living Desert Zoo and Gardens in Palm Mario Lopez finds a family-friendly oasis in
time at Desert Adventures Desert, CA Greater Palm Springs
251,040 views 247,443 views 366,467 views
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Chill Challenge: Ready to Find Fun Under the Sun at JW Marriott Desert Springs Find Your Shopping Oasis on El Paseo
Find Your Oasis? Resort&Spa Shopping District in Palm Desert
148,752 views 20,228 views 17,31 1 views
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CITY OF PALM DESERT
CVB FACEBOOK PAGE
Included in 110 Facebook posts in 2017
• Palm Springs Oasis ••' 4.,6. PalmSeptember.a.Spnngs�L Oasis •••
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Air Streams to Presidential Suites book the'one-of-a-kind'for your next visit' A 10 pound donut Loving this"Donut Disturb package at JW Marriott
Desert Springs Resort&Spa'
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Unique Hotel Rooms in Greater Palm Springs Hotel chain offers giant to-pound doughnut room
—hese rooms are one-of e-ttrrb service package
'Don;a D sturb'me'lhte a rove to,rick.oe m e Me room sery oe wren were on a
VtsiTGREATERPALMSPRlNGS.COM Learn More
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CITY OF PALM DESERT
CVB INSTAGRAM PAGE
Included in 25 Instagram posts in 2017
he fiNoent On El Pa
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GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
2018 GREATER PALM SPRINGS RESTAURANT WEEK
GREATER PALM SPRINGS RESTAURANT WEEK JUNE 1-17 dineGPS.com
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CITY OF PALM DESERT
2018 GREATER PALM SPRINGS RESTAURANT WEEK
2018's Participating Restaurants
AC3 Restaurant + Bar Springs Resort & Spa
Cafe Des Beaux-Arts Mitch's on El Paseo Prime Seafood
Castelli's Ristorante Morton's The Steakhouse
Chez Pierre Bistro Pacifica Seafood Restaurant at The Gardens
Cuistot Ristorante Mamma Gina
Daily Grill Rockwood Grill at JW Marriott Desert Springs Resort & Spa
DOMO Sushi on El Paseo Ruth's Chris Steak House
Fresh Agave Mexican Bar & Grill Schnitzelhaus Palm Desert
JC's Café Stuft Pizza Bar & Grill - Palm Desert
Kaiser Grille - Palm Desert Sullivan's Steakhouse
Le Donne Cucina Italiana The Grill at Shadow Ridge
Le Paon Restaurant Tommy Bahama Restaurant, Bar, and Store at The
Mikado Japanese Steakhouse at JW Marriott Desert Gardens
Wildest Greens
Advisory Committee Members GREATER
lm �
• Eric Morcus- Kaiser Grille, Palm Desert A\\\i� A
• Thomas Soule-City of Palm Desert 4/1&,' s
R�%EE K JUNE 1-17.2018
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
TOURISM MASTER PLAN
INCREASE THE NUMBER OF VISITORS FROM 12.8 MILLION TO 16.8 MILLION BY 2026
IMPROVE ACCESS & TRANSPORTATION
SUPPORT HIGHER EDUCATION e = ,t
DEVELOP STRONGER REGIONAL COLLABORATIONAdv ~ �r►
s -
DEVELOP KEY PILLARS: ��==''
ARTS & CULTURE
HEALTH & WELLNESS
OUTDOOR ADVENTURE
CHANGE PERCEPTIONS ABOUT ECO-SUSTAINABILITY
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GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
AIR SERVICE DEVELOPMENT
MARKET SHARE BY CARRIER
YE 2017 Year-round Seasonal Daily
Carrier Markets Markets Passengers
IP
AWE 2% G70 ��
2% m Alaska PDX, SEA, SFO
' JFK 688
American DFW, PHX ORD 649
United DEN, LAX, IAH, ORD 591
SFO EWR (newl
WestJet YVR, YYC YE YYZ G 468
Delta SLC MSP, SEA 179
JetBlue JFK 55
r YVR, YYZ,
Air Canada 53
YYC (new)
i���'•���,,. 23%
' Sun Country MSP 52
Total 2,818
/ Note 1:Alaska includes both Alaska Airlines and Virgin America
it - Note 2:Frontier started service into PSP in November 2017
Sources:Ailevon Pacific Aviation Consulting,Diio Mi O&D Summary,
1 Airport IS—IATA.YE 2017
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
wAILEVONPACIFIC
AIR SERVICE DEVELOPMENT AVIATION CONSULTING
YE Dec 2015, ' YE Dec 2016 YE Dec 2017 YE Dec 2018
Mkt Al Flights Seats Flights Seats Flights Seats Flights Seats
JetBlue now starting Air Canada 71 9,656 106 16,168 114 23,388 243 39,312
October 10th! JetBlue Airways 0 0 121 18,150 158 23,799 180 27,135
Delta Air Lines 1,076 71,584 1,144 74,411 1,125 75,491 1,161 80,796
Delta starting ATL Frontier Airlines 4 552 0 0 30 5,470 148 30,120
service in December Allegiant Air 229 35,924 186 29,016 169 26,364 137 21,372
United starting EWR Sun Country 186 24,516 168 25,020 180 26,970 137 21,084
(NY) in December United Airlines 3,668 242,089 3,452 261,371 3,477 308,422 3,687 313,177
WestJet 1,339 214,650 1,357 209,528 1,437 215,650 1,466 231,028
American Airlines 3,349 279,864 3,507 299,736 2,886 293,934 2,975 318,118
Alaska Airlines/Virgin 1,970 300,807 2,043 331,042 2,041 339,016 2,109 337,613
TOTAL 11,892 1,179,642 12,084 1,264,442 11,617 1,338,504 12,243 1,419,755
20
' /
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
AIR SERVICE DEVELOPMENT
SEAT SUPPLY VS PASSENGER DEMAND Canada International
0%seats
18%seats 2%passengers
21%passengers
West Northeast
40%seats 2%seats'
35%passengers illit 8%passengers
__ Mic_ ivid
It011ipr
9%seats
14%passengers
Mountain 1___
21%seats
7%passengers
PSP 1111 Southeast
i 0%seats
Southwest I 8%passengers
10%seats
1pkhilito
5%passengers
r
Note 1:YE 2018 projected to be 2.2%with new UA's EWR flights
Sources:Ailevon Pacific Aviation Consulting.Diio Mi O&D&Schedule Summary,Airport
YE 2017,US Census Regions and Divisions of the United States
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
AIR SERVICE DEVELOPMENT
IN THE "OFF-PEAK" MONTHS, THE AVERAGE LOAD FACTOR IS STRONG AT 80%
PSP - YEAR ROUND MARKETS
May-October Load Factor
100%
90%
80% 1
70%
60%
50%
40%
30%
20%
10%
0%
AA-DFW AA-PHX AS-PDX AS-SFO AS-SEA DL-SLC G4-BLI UA-DEN UA-LAX UA-SFO WS-YVR WS-YYC
■May 2017 .Jun 2017 .Jul 2017 .Aug 2017 ■Sep 2017 •Oct 2017
Peak' 82% 83% 87% 67%2 86% 85% 83% 84% 61% 83% 77% 80%
Off Peak 83% 78% 82% 60%2 84% 84% 85% 83% 71% 72% 86% 87%
Difference +1 -5 -5 -7 -2 -1 +2 -1 +10 -11 +9 +7
f (pts)
Note 1:Peak months=Nov 2016 to Apr 2017.Off peak months=May 2017 to Oct 2017
Note 2:ASNX combined
Sources:Ailevon Pacific Aviation Consulting,Diio MI DOT—T100;Nov 2016-Oct 2017 LF
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
RAIL SERVICE
Twice Daily Rail Service is being reviewed for consideration between LA and the Coachella Valley
The EIR will be completed this Fall and will be open for comments in early 2019
An estimated 8 million people visit from LA/OC each year!
130,000 people travel daily along the 1-10 corridor
DID YOU KNOW?? A M T R A K
One Amtrak Train Serves the Coachella Valley:
Sunset Limited (LA to New Orleans) 3 Round trips per week
Eastbound: Departs LA 10 p.m.; stops at 12:36 a.m. in Palm Springs on Mon, Thurs, Sat
Westbound: Stops at 2:02 a.m. in Palm Springs on Mon, Wed, Fri
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
HEALTH & WELLNESS
2017
• A Health & Wellness Advisory Committee was created
• First U.S. Destination to join Wellness Tourism Association
Wellness Tourism
Live your Wellest - Fall 2018 Association
• Partnership with Wanderlust
• Digital promotion - Expedia, TravelZoo, SpaFinder
Live your
• New section of the website and videos we /est_
• New Social media and PR strategies
Make
Greoler
Palm Springs
your
Re-boot
Camp.
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
HEALTH & WELLNESS - ATTRACT EVENTS & CREATE NEW EXPERIENCES
OCTOBER 26-28 AT THE PALM SPRINGS CONVENTION CENTER
Wellspring is a first-of-its-kind wellness gathering featuring ; ,. WANDERLUST
the world's leading innovators, teachers and socially-
conscious companies. Its environment is both B2C and B2B.
•
• Invigorating workouts WELLSPRING
• Actionable workshops
Oct.26-28,2018
• Interactive seminars Downtown Palm Springs,CA
• Wellness Expo
The CVB is partnering with Wanderlust to create content and integrate
influencers
• 10-day fitness and yoga challenge
• Ten 20-minute videos-gps locations
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
OUTDOOR ADVENTURE
The CVB teamed with Friends of the Desert Mountains to identify viable trails and
added identified popular trails on hiking apps, such as Easy2Hike EASYZHIKE
• Work with CVAG to add directional signage to our trails
• Website and Video Series dedicated to Outdoor Adventure
/•
• Social Media content that appeals to the Outdoor Adventure enthusiast Hiking Trail
• Digital Marketing on Expedia & Travel Zoo
26 Partners • GREATER
P
� PALM �*u,
649,050 clicks to content ' , SPRINGS
96 million total Impressions
find your oasis .
GreaterPS.com
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
ARTS & CULTURE AND FILM
• New Arts & Culture section on website e
:.,,, .. -oil i i
• Contracted representation in Los Angeles to . ./ •
attract Film Production and created a new Film _--. ( __4
Incentive for productions that spend money on Av.,
lodging, culinary and local goods. ,.
1r
• Created new arts and culture television
commercials
• Created new not-for-profit organization to support
arts and culture in the Coachella Valley
' I ,
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
ARTS & CULTURE - GROWING THE ECONOMY
CALIFORNIA DESERT
ARTS COUNCIL
VISION
The arts in all forms and constructs are vital to thriving
communities. California Desert Arts Council (CDAC)
champions vibrant, diverse, and exceptional arts and
culture in the Coachella Valley region.
MISSION
California Desert Arts Council (CDAC) unifies, empowers,
and promotes arts and culture in the Coachella Valley
region through initiatives in advocacy, business and
professional development, cultural tourism and
promotion, and education.
Benefits the economy, tourism, residents and our cities
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
EDUCATION
Certified Tourism AmbassadorTM Program ( Fall 2018 )
CTA is an industry-recognized certification program for front-line workers and volunteers.
Accredited and licensed through the Tourism Ambassador Institute®, the Certified Tourism
AmbassadorTM (CTA) Program is designed as a lasting certification program that mobilizes a
destination's front-line to turn every visitor encounter into a positive experience.
• Industry-Recognized Certification
• Destination Product Knowledge
• Stakeholder Alignment
• Competitive Market Advantage
CTA
• Branding & Consistent Messaging
• Meaningful Visitor Satisfaction Metrics
• Ongoing Education CERTIFIED TOURISM AMBASSADOR'"'
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
EDUCATION - CSUSB PALM DESERT CAMPUS
• Dedicated $25,000 to help establish new Hospitality Program
• Establishing tourism foundation to raise funds for scholarships
• Supporting new fundraising event at JW Marriott - February 16th
CALIFORNIA STATE LINIVERSITY. SAN BERNARDINO
PALM DESERT CAMPUS
,ay n
r :'.-.
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GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU
ECO-SUSTAINABILITY CHANGING PERCEPTIONS
Unite conservation, communities and sustainable travel in one experience
• Overcome the misperception that the region "overuses water"
• Supported 2017 United Nations Year of Sustainable Tourism
• Develop tools to track valley-wide efforts
2017 • Develop content for the website
INTER NATIONAL Y EAR
OF SU S T AINAkE toms.," T O U H S M
FOR DEVELOPMENT TCONO A
REVITALIZED
Two studies on the Salton Sea completed: SALTON SEA
ANAIVSIS OF POTENTIAL ECONOMIC
BENEFITS
• "The Potential Economic Impact of the Salton Sea
on the Greater Palm Springs Tourism Industry" SEPTEMBEF 2017
• "Revitalized Salton Sea"
Folrm springs