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Published on : Thursday, May 12, 2016
The Greater Palm Springs Convention & Visitors Bureau (CVB) unveiled the Development Destination Plan (DDP) focusing on Coachella Valley’s tourism industry for the long-term future. More than 60 attendees, including community leaders, city officials, members of the hospitality industry and tourism professionals attending California Travel Summit, were present for the press conference held Tuesday at the Indian Wells Golf Resort in Indian Wells, California.
The DDP was created to help meet the primary goal of growing annual visitation to Greater Palm Springs from 12.8 million to over 16.8 million people by 2026. The goal was set by the CVB Board of Directors at a strategic planning session where six main goals were set to increase visitation:
Grow air service
Grow midweek business
Grow summer and fall visitation
Improve existing attractions and events
Coordinate nine-city efforts
Grow international business
The CVB contracted with leading strategic agencies, Minding Your Business (MYB) and Convention, Sports & Leisure (CSL) to formulate a Destination Development Plan, for both short- and long-range planning for both the leisure and group markets. Based on a combination of in-depth research, both primary and secondary, a foundation was built to create a blueprint that set forth Destination Goals for the next five years and longer.
The DDP was presented by Katie Callahan-Giobbi, MYB Executive Vice President and John Kaatz, CSL Principle.
“The CVB has taken a bold stance with this ambitious goal… It is led by visionaries who understand the economic impact of tourism on the destination and the importance of going to market with a single voice and single goal—to grow tourism,” said Callahan-Giobbi. “Our findings resulted in more than 85 individual recommendations that all point back to the original six goals.”
Callahan-Giobbi shared that the consultants’ recommendations were formulated focused on the following 11 areas:
The Intersection of Arts, Culture, and the Visitor Industry
Health & Wellness
Destination Wayfinding & Entry Conditions
Sales & Marketing
Boutique & Small Hotel
“However, no matter how well constructed, implementing a masterplan for nine distinct cities depends on more than research and recommendations,” said Scott White, President and CEO. “To be entirely successful, this plan depends on building upon our successful collaborations with city partners.”
Roger Dow, President & CEO, U.S. Travel and Caroline Beteta, Visit California President & CEO were also in attendance.
“Greater Palm Springs is the destination of tomorrow and today,” said Beteta. “We (in the tourism industry) always have to appear fresh and trendy to compete in the market.”
“This destination has a chance to be stronger working together and get a bigger share of the tourism market,” said Dow. “You (GPS) have all the pieces in this phenomenal plan. If you don’t collaborate, it is irrelevant. You are competing with the world.”