Local hotels and other businesses get help attracting summertime visitors

With Memorial Day fast approaching, the “high season” in the Coachella Valley is almost officially behind us, bringing what has historically been a summer slow-down for area businesses, especially hotels.

But the Greater Palm Springs Convention and Visitors Bureau is now in the beginning stages of running its annual summer “Chill” campaign, aimed at keeping visitors coming.

“The challenge is just overcoming the perception of the heat, and not having a lot of things to do in the area,” said Colleen Pace, Chief Marketing Officer for the CVB.

Pace is overseeing the “Chill” campaign, which features the website, Chillpass.com.

The site offers discounts, upwards of 30 percent, on local hotels, dining, attractions, and activities.

“In the summertime, you really see some great values, not only on weekends but during the week, to come to experience the destination,” said Pace.

Pace says the “Chill” campaign, which includes TV commercials, radio ads, social media, and PR, is aimed primarily at the so-called “drive market”, including potential visitors that come from Los Angeles, Orange County, San Diego, Phoenix, and the Bay Area.

But, year-round Coachella Valley residents can also take advantage.

The General Manager at The Ritz-Carlton, Rancho Mirage says they are already seeing “significant results” from the summer “Chill” campaign.

General Manager, Kelly Steward says this is the first year her hotel is offering room reservations through a link on the “Chill” website, offering a 15 percent discount.

She says over the past week, traffic from the site, to her hotel’s website, has doubled each day.

“I am overwhelmed, because it is summer, and you wonder, are guests going to come to this valley? Well, the answer is an absolutely resounding yes,” said Steward.

In greater Palm Springs, tourism accounts for one in four jobs, and the latest annual economic impact numbers value the local market at $7 billion in 2017 alone. That’s an increase of 6.7 percent from the year prior.

The CVB is pushing to keep it going, and hospitality professionals appreciate it.

“The marketing that goes on is extraordinary,” said Steward.

Next week, The Ritz-Carlton, Rancho Mirage will celebrate the 5 year anniversary of taking over the property in Rancho Mirage.