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Home My WebLink AboutPresentation A - Visit Greater Palm SpringsA N N U A L U P D A T E P R E P A R E D F O R T H E C I T Y O F P A L M S P R I N G S Economic Impact of Tourism in the Coachella Valley 2019 SOURCE: TOURISM ECONOMICS STUDIES 2023 STUDY DUE BY APRIL 2022 TOTAL VISITORS 14.1M 14.1M STATE & LOCAL TAXES $687M $812M JOBS SUSTAINED 53,572 49,137 Economic Impact $7.5B $8.7B HOUSEHOLD TAXES SAVED $4,031 $5,000 TBID – Hotels with 50+ Rooms Contribute 3% $22,882,657 TBID – Vacation Rentals Contribute 1% $3,014,249 JPA Funding from 8 Cities & County $2,532,815 Private Revenue, Tribal Voluntary & Other Sources $3,363,654 JPA Funding from Palm Springs $874,599 TOTAL FY 23/24 BUDGET: 31.8M FUNDING SOURCE 83% TID (2.8% of VGPS Funding Overall) 81% TBID 11% Private 8% JPA GREATER PALM SPRINGS 34.5% of JPA Funding CITY OF PALM SPRINGS TBID – Hotels (50+ Rooms) Contribute 3% TBID – Vacation Rentals Contribute 1% Funding Allocation 86% Sales & Marketing 14% Admin & Operations PRIORITY AREAS OF FOCUS Grow Tourism Economy ▪Leisure Marketing – Domestic & International ▪Attract New Meetings, Conventions &Events o Develop Demand for Need Periods, Leisure & Group ▪Develop Research / Measure Impact & Effectiveness ▪Vacation Rentals o Educate Community & Homeowners o Develop Best Practices Regional Collaboration ▪Grow Air Service & Support New Transportation Options ▪DEI, Sustainability, Accessibility, Cultural Heritage ▪Workforce Development / TEAM GPS ▪Diversify Regional Economy (New) ▪Advocacy - Capital Advocacy Selected (New) E C O N O M I C D I V E R S I T Y D E V E L O P M E N T •Updating JPA Agreement to add the City of Coachella and Economic Diversity Recruitment (EDR) responsibilities. •Possible minimums and fees to be discussed tomorrow. •JPA will appoint a committee to oversee EDR. •Finalizing agreement with a firm to develop communications strategy and website for EDR . •Davis Meyer promoted to Vice President of Government & Industry Relations •Sean Smith - Director of Economic Development •Working on options for a Strategic Plan for EDR 1.Grow year -round service to major hub airports 2.Try to extend seasons for key hub routes 3.Pursue new seasonal nonstop markets o New Nonstop Service to NY on Alaska Airlines o Washington D.C. is a priority 4.PSP Expansion - gather support from Airlines for international service o Mexico o Additional Canadian Markets o Europe / London A I R S E R V I C E D E V E L O P M E N T S T R A T E G I E S C O N V E N T I O N S A L E S 964 Leads 138 Bookings 86,759 Booked Room Nights 35,453 Jobs Supported 2023 LEADS, BOOKINGS, ROOM NIGHTS PALM SPRINGS HOTELS CONVENTION CENTER 141 Leads 29 Bookings 61,265 Booked Room Nights 16,209 Jobs Supported $71,213,544 Economic Impact $2,666,296 Estimated TOT Generated $50.2M Economic Impact TARGETING NEED PERIODS – PALM SPRINGS The VGPS sales team is focused on finding business for important need periods : •Early January •Midweek of Coachella •Summer •Fall (September/December) Definite Contracted Room Nights 2024 Numbers represent bookings though 2/29/24. YTD YTDYTD 7,892 4,999 13,724 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 1 2022 2023 2024 D E S T I N A T I O N M A R K E T I N G 11MARKETING PILLARS DINING & SHOPPING ARTS & ENTERTAINMENT OUTDOOR EXPERIENCES LGBTQ+CULTURE & HERITAGE HEALTH & WELLNESS 2023 MARKETING HIGHLIGHTS 25B+total impressions generated 145.9M 1.9M digital advertising impressions television spots 9M+ website sessions 3.3M628.6K partner referrals social video views INTERNATIONAL CAMPAIGN: UK/IRELAND 48.5M impressions 276K clicks 39% Sales and Business Development 11% Admin & Operations Finn Partners UNITED KINGDOM Full-Time Rep MN'O Organisation FRANCE Full-Time Rep Msi GERMANY Full-Time Rep Aviareps – Visit CA Gate 7 – Visit CA AUSTRALIA Full-Time Rep CHINA Ad-Hoc Projects Sartha Marketing – Visit CA INDIA Ad-Hoc Projects Aviareps – Visit CA SOUTH KOREA Ad-Hoc Projects Connect Worldwide – Visit CA JAPAN Ad-Hoc Projects Atlantic Link – Visit CA SCANDINAVIA Ad-Hoc Projects PUBLIC RELATIONS /TRADE REPRESENTATION MMGY NJF PR UNITED STATES Full-Time Rep 2023 SUBSIDIZED MARKETING CO-OP PROGRAMS 16M digital advertising impressions 116K television spots 7.2B television impressions 19 total partners (digital, billboard, tv) 7.2B+ total impressions generated 2023 TV CO -OP – PSBOT Play 508M impressions 8,352 spots 8,352 spots 2023 TV CO -OP – PALM SPRINGS SMALL HOTELS Play 508M impressions 8,352 spots 8,352 spots 2023 TV CO -OP – PALM SPRINGS Play 508M impressions 8,352 spots SUMMER CAMPAIGN CHECK IN. CHILL OUT. MAY – AUGUST •Includes summer television co-op, updated digital and social media advertising, content marketing, out -of-home, and streaming radio. •The Summer Eats Pass will return this year in June, immediately following Greater Palm Springs Restaurant Week, to support local restaurants from June through Labor Day weekend. 2023 SUMMER SOCIAL CAMPAIGN Play 2.4M impressions 495K video views 12K+ engagements Led to a 2.3K follower increase on Instagram EVENT SUPPORT DIGITAL SUPPORTbl ogs ev ent cal endar SOCIAL MEDIA SUPPORT Awareness of Destination: Measured through impressions. Drive Demand for a Destination Experience: Measured through engagement + website clicks Content/Blog Distribution Channels utilized: •Facebook •Instagram (Post, Stories) •TikTok •Newsletters f acebook v i deo e xam pl e 2024 WINTER CAMPAIGN PROGRAMS 2024 WINTER CAMPAIGN NEW BRAND CAMPAIGN Tested three new concepts for updated brand campaign •1,419 surveys •ages 25+ •HHI of at least $75K Markets tested: Los Angeles, San Diego, San Francisco Phoenix and Scottsdale Portland and Seattle Chicago, Dallas, Denver, Minneapolis Atlanta and New York Toronto and Vancouver VGPS engaged a new agency – Starfish – and retained SMARInsights to test the proposed creative ideas 18% 32% 50% Concept 1 Concept 2 Concept 3 V A C A T I O N R E N T A L S NEW LOCAL STVR EDUCATION CAMPAIGN DRAFT ADS / BILINGUAL onecv.org Activations at Events HOSTING ESSENTIALS greaterpalmsprings.rentresponsibly.org RESIDENT SENTIMENT: VACATION RENTALS Sept 20 – 27, 2023 1) Fixing homelessness 49% 2) Protecting community from crime & drugs 38% 3) Creating more affordable housing 37% 4) Reducing the cost of living 31% 72%of voters in the Coachella Valley feel favorably about short-term rentals in their city. ...in Palm Springs it's 77% Increases to 85% if short -term rentals helped address their top priority VACATION RENTAL ADVERTISING •STVR integrated into destination-wide campaigns. •Dedicated programs include dedicated digital, social, and native advertising including VGPS international campaign. •Upcoming campaigns for 2024 are in discussions with VBRO, Sunset Magazine, AdTheorent, Clicktivated, Undertone, and more. VRBO SUMMER CAMPAIGN Custom landing page Resulted in $17.5M+ in future bookings for vacation rentals in our destination •Careers in Hospitality campaign •OneFuture Coachella Valley partnership •Youth organizations and school districts •Young Hospitality Champions Network •Micro-internship program •Research study on Coachella Valley hospitality workforce W O R K F O R C E D E V E L O P M E N T ADVANCING OUR WORKFORCE Autism Certification •Drift Hotel Palm Springs •Boys & Girls Club of Palm Springs •Farm Palm Springs •Tac/Quila •The Front Porch •Clandestino Congratulations & Thank You! Emerging Leaders Certificate 6 half -day (4 hour) classes: •employee engagement •leadership essentials •authentic leadership •emotional intelligence •values & ethics •challenges of leadership GPS Tourism Foundation Scholarships are available. goTEAMgps.com 98 GROUP PARTICIPANTS Thank you!