Rancho Mirage, CA – September 9, 2021 – The Greater Palm Springs Convention & Visitors Bureau (CVB)—the official destination marketing organization for the Coachella Valley—has announced today that the organization will begin operating under a new name and will be known as Visit Greater Palm Springs, effective immediately. Along with this change, a newly designed logo will be used.
“The Greater Palm Springs region continues to evolve,” said Scott White, President & CEO for Visit Greater Palm Springs. “The name ‘Visit Greater Palm Springs’ is direct and easy to understand, represents a call to action, reinforces the organization’s marketing efforts, is more industry-familiar with meeting planners, and reduces confusion about the organization’s purpose for potential visitors seeking information.”
The new name also better reflects the organization’s longer-term vision of not only showcasing their nine cities as a premiere leisure and meetings destination but also growing the tourism economy in the region.
Tourism remains the top industry in Greater Palm Springs with one out of every five jobs supported by tourism. In 2019, 14.1 million people visited Greater Palm Springs for a total economic impact of $7.5 billion. Begun in 1989 as the official tourism marketing organization of the region, in 2016 the organization released a Destination Development Plan outlining a strategy to reach 16 million visitors by 2026, a strategy that went beyond marketing to include increasing air service, promoting regional collaboration, broadening and improving the visitor experience, assisting in developing the local workforce, and more. Since then, the organization has continued to expand its role locally as a Destination Management Organization (DMO).
As the Coachella Valley emerges from the deepest impact of the pandemic, the organization is committed to tourism development to support not only the local economy but also the residents, with the ultimate goal of improving the quality of life for the community while providing an enhanced visitor experience.
These efforts include the building of a well-trained workforce to welcome visitors and provide them with a high level of service, continuing focus on ease of access to the destination for both visitors and residents through air service development as well as forward-focused vision on improving access by rail and car and mobility within the region, such walk-ability, bike-ability and public transportation and providing peace of mind that our destination is keeping both residents and visitors safer with our Safer Together Greater Together Pledge.
To accompany the name change, Visit Greater Palm Springs is also rolling out a new identity, one that embodies everything we’ve learned about why travelers find our destination to be their special place to relax, unwind, create and live healthier.
“Unlike other desert destinations, we are an oasis,” said Chief Creative Officer Jeff Miraglia. “We’ve been communicating that brand promise through our tagline, ‘Find your oasis.’ Now, we have added a pop of green to our logo mark to represent the thousands of swaying palms visitors see in all directions in our destination.”
The “Find Your Oasis” tagline was created in 2014 to represent the many reasons visitors come to the destination. The phrase both encourages and invites them to find their own personal oasis during a visit, from adventure, art, golf and recreation to relaxation, self-discovery and rejuvenation.