At the City Council meeting on March 11, the Council approved an agreement with the Greater Palm Spring Convention and Visitors Bureau (CVB) to provide tourism and marketing services for the City.
With the departure of the City’s Director of Marketing and Community Services last year, the City enlisted the help of the CVB to assess the marketing functions and services that were needed. This led to a marketing and tourism study session held in October with the CVB leading the discussion. Representatives from the resort hotels, Indian Wells Golf Resort and Indian Wells Tennis Garden were all in attendance. Out of the session came both short- and long-term goals including developing marketing collateral for the resort collection, continuing to update the Indian Wells brand, better connectivity between the resort hotels and the Tennis Garden and using the CVB’s resources for marketing, social media and promotional campaigns. The consensus from the meeting was to work directly with the CVB to achieve these goals and to ensure that marketing strategies would coincide with the CVB tourism efforts.
Additionally, the CVB has agreed to provide a liaison to the City to act as the main point of contact for the City Council and staff. The liaison will have the full backing of the other CVB departments including graphic design, video production and the CVB’s media buying power. Having all of these vendors under one roof will save the City time and money and ensure brand consistency on all materials geared toward visitors.
As one of the only cities in the Coachella Valley to partner with the CVB in this fashion, the collaboration will provide new and innovative ways for the City to develop marketing strategies that will be cohesive and efficient across the City’s many amenities. This forward-thinking approach to marketing is one of the many ways that the City is using creative problem solving to be more efficient, save money and showcase the many aspects of Indian Wells that make it a world-class resort destination.