The Future Looks Bright
California. However, what might surprise
you is that in addition to Los Angeles and
San Diego, the markets of Seattle-Tacoma,
WA, San Francisco-Oakland-San Jose, CA
and Portland are also included in the top 5.
The demographic group defined as “America’s Wealthiest”, represents the largest percentage of total tourist dollars and is over 11
times more likely to be a Palm Springs tourist than an average consumer. That’s good
news, as this consumer segment tends not to
be as affected by changes in the economy.
These unique insights give the City of
Palm Springs a competitive advantage. According to John Raymond, Director of Community & Economic Development, “This
information has the potential to empower
business owners to make strategic decisions
with insights they’ve never had before.”
Special Events
In addition to great weather, unique attractions and natural wonders, special events
including film festivals, Modernism Week,
parades and more (see pages 34 & 35), regularly attract tens of thousands of tourists.
In addition, a consortium of tourism leaders is working collectively as P.S. Resorts
to promote Palm Springs tourism through
events and attractions. Along with local
community leaders like Harold Matzner, the
organization has already proven to be an effective force, with a positive economic impact. This group helped bring the 26-foot
tall, “Forever Marilyn” sculpture to the city
along with a series of related free concerts,
including “Tachevah”. Now planned as an
annual event to be held between the two
Coachella Music Festival weekends in April,
this event drew more than 6,000 music lovers in its first year, and its only expected to
keep growing.
Not content, to rest on past success, the
group is working with local event companies and consultants to develop new ideas.
According to Aftab Dada, Chairman of P.S.
Resorts, “The incredible success of Tachevah and the Forever Marilyn concerts proves
that there is a high demand for even more
new and exciting events. We look forward to
working with the city and community leaders to develop unique entertainment ideas
that will bolster tourism in our great city”.
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