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Greater Palm Springs

Greater Palm Springs


Challenge: The Greater Palm Springs CVB represents nine communities within the Coachella Valley. Each has its own government, marketing teams, destination assets, and priorities. While great progress had been made to advance their collective tourism efforts, the CVB leadership felt the timing was right to create a comprehensive Destination Development Plan. Success would hinge on bringing all stakeholders together creating one valued and united destination. 

Solution: MYB, in collaboration with CS&L, partnered with the GPSCVB to design and manage a comprehensive research plan that included a complete destination immersion. We conducted extensive interviews with community leaders. We oversaw a deep review and analysis of past visitor data and tourism product development information. Thousands of visitor intercepts, hundreds of web-based post-visit surveys, and reviews from over 60 travel writers were examined. Supplemental research was done by the team; focus groups were facilitated with meeting planners, feedback was solicited from the local concierge association as well as from resort General Managers, sales personnel, and owners. The team also experienced the many destination activities first-hand, both the famous and exciting as well as the unique and lesser known, to understand the complete picture.

Results: MYB and CS&L not only produced an impressive and comprehensive development plan, they also facilitated a road show to launch, educate and onboard each of the destination stakeholder groups. The message: Your implementation of this plan and strategy will leverage the unique and collective assets of each community and build awareness of the entire destination. Working together, this destination development plan will grow your occupancy, generate new jobs and increase the tax base in each destination. GPSCVB was thrilled with the plan and the rollout, and is now implementing the strategy. 

Greater Palm Springs Destination Benefits