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Scott White, President and CEO at the Greater Palm Springs CVB Since December 2010, Scott White has served as President and CEO at the Greater Palm Springs CVB. Scott previously served as the Executive Director of the San Antonio Convention & Visitors Bureau where he oversaw the promotion of San Antonio’s $11 billion visitor industry. Scott also served as the Executive Vice President of the Greater Phoenix Convention & Visitors Bureau, where he made a successful bid for Super Bowl XLII in 2008. Having hosted the Rock ‘n’ Roll Marathon in Phoenix, Scott was instrumental in bringing the series to San Antonio in 2008 with the largest inaugural race in RnR history. With more than 20 years of hospitality and destination marketing experience, Scott serves on several industry boards including the U.S. Travel Association, Destination Marketing Association International Board and most recently, the California Travel Association Board. Scott is a Certified Hospitality Sales Professional and is active in numerous industry organizations including: Meeting Professionals International (MPI), Professional Convention Management Association (PCMA), American Society of Association Executives (ASAE), and the Society of Incentive & Travel Executives (SITE). Scott, where are you from originally and what brought you to Palm Springs? SW: I am originally from Monterey, California and always had a desire to come back to California. I was on the pre-opening sales team at the Renaissance Esmeralda and lived in the Coachella Valley from 1988 to 1996. When the opportunity to return presented itself, I did not hesitate. I feel very fortunate to be representing the entire valley in a profession that I love. Our destination is a wonderful place to live, work and play! You enjoyed great success in the San Antonio and Greater Phoenix markets, what lessons from those destinations do you feel are applicable to Greater Palm Springs? SW: I learned a lot in both destinations. For our destination, collaboration among the nine cities will be critical for long-term success. We have to move from a mindset that each city is competing with each other and focus on opportunities for greater collaboration. We are not only competing regionally, but nationally and globally for market share. As it becomes much easier to travel around the country and around the world, consumers and corporations will continue to have more options to visit and conduct business. Our brand must be relevant and evolving to meet the needs of the next generation. It is much more than a branding campaign; it is a long-term strategic plan that all nine cities can agree on. Product development and our airport are essential to future growth and success. The CVB must take a lead role in the process. As a regional organization we must go beyond the traditional role of a sales and marketing organization. I am a huge advocate of research and learning more about our customers and potential customers. There are many tremendous developments happening in both the City of Palm Springs and Greater Palm Springs as a whole. You must be pleased with all that’s occurred since you moved here in 2010. What are you most excited about and why? SW: I am not only excited about the physical products such as Downtown Palm Springs, The Ritz-Carlton, the Indian Wells Tennis Garden expansion, Goldenvoice investment, Clinton Foundation partnership with the Humana Challenge, IMG partnership with the Kraft Nabisco, and Modernism Week, but also the commitment to growing our arts and culture including Fashion Week, La Quinta Arts Festival and much, much more. It is the conversations that are taking place among the leaders of our valley that excite me. They want to improve our destination and create new opportunities for the next generation. The CV Link, formerly known as Parkway 1e11, will connect all nine Coachella Valley cities and the land of four federally recognized tribes with a safe, continuous pathway for pedestrians, bicyclists and neighborhood electric vehicles. A project like this is very exciting. It shows that our community is vibrant, active and concerned about the future. What changes would you still like to see occur? SW: I would like to see our air access grow. We lose about two-thirds of our seat capacity in the summer,and it does not fully return until December and January. We are working with the airport to make that a priority. We can create demand with events and develop new product, but if people can’t get here, we will lose out to our competition. The CVB does valuable research into branding, specifically as regards consumer perceptions of a global brand such as Palm Springs. What are some of the more interesting beliefs—correct or incorrect—you’ve uncovered about our destination? SW: We conducted research in 11 cities and focus groups in Southern California. There is a large gap between someone that has visited the valley versus someone that has not visited. The person that has not visited describes our destination as boring, nothing to do, old, retirement community, hot year around, very expensive and a destination for the elite. The new Tourism Marketing District will generate over $3 million and that revenue will be used for a national marketing campaign to help us overcome those perceptions. It will support existing air routes and hopefully attract new routes from key hub cities making it easier for consumers to choose our destination for their vacation, meeting or future residence. The consumer identifies the entire valley as “Palm Springs.” They are not aware our destination is comprised of nine different cities. Our goal is to get the consumer to put “Greater Palm Springs” on their bucket list, and then educate them on the destination, our events, our personality, our beauty and uniqueness as a true oasis! How does the CVB then either capitalize upon or correct those beliefs or impressions? SW: We are working on our strategy right now for 2014. We are gathering more data and want to ensure we maximize every dollar we spend. Our plan will be released in the fall. Collaboration with key brands will be an essential component of our strategy. What are the CVB’s long term goals around branding, research and marketing this premier resort destination? SW: I would like to develop a long-term strategic plan for the destination that all nine cities participate in and hopefully adopt. We did this in San Antonio, and it created a critical road map for that destination as it relates to both tourism and economic development. What do we want Greater Palm Springs to look like in the next 10-20 years and how do we work together to protect, preserve and grow the brand that best represents the entire destination? Scott White, President and CEO at the Greater Palm Springs CVB What’s the message you’d most like the world to understand about Greater Palm Springs? SW: That we are a vibrant, active, inclusive and welcoming destination that is growing and full of opportunity. That we are a very unique destination that cannot be found anywhere else but here! Many people do not realize that we are a natural oasis—we have integrated that message into our marketing efforts. Many people have thought we are only a wealthy community,and we can afford to bring in as much water as we need. When they realize we have one of the largest aquifers, and that we are very concerned about conservation, it opens their minds and creates that opportunity to be considered. When you’re not dedicating your time to marketing Greater Palm Springs to the world, how do you spend your free time? What would a typical weekend look like for you? SW: I love to play golf, explore our different cities, attend our wonderful events. I am a foodie at heart and always love to discover new restaurants. I love to relax by the pool, hike our many trails and spend time with my family. We have two rescue labs, Spencer and Bella—they are our kids. Finally, what is the thing you love most about Greater Palm Springs? SW: I love the sense of place, our ambiance, the relaxed resort lifestyle. It always feels like you are living on an island, without being stuck on an island. Our mountains are magical creating beautiful sunrises and sunsets. Growing up on the coast, you yearn for sunshine and I love the sun. It gives you such a positive attitude about the day and the future.
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Scott Bán, Uachtarán agus POF ag an CVB Mhórcheantar Palm Springs Ó Nollaig 2010, tá Scott Bán sheirbheáil mar Uachtarán agus POF ag an Mhórcheantar Palm Springs CV B. Scott fhóin roimhe sin mar an Stiúrthóir Feidhmiúcháin an Choinbhinsiúin agus Cuairteoirí San Antonio Biúró nuair a rinne sé maoirseacht ar a chur chun cinn de $ 11 billiún tionscal chuairteoirí San Antonio ar. Scott fhóin freisin mar Leas-Uachtarán Feidhmiúcháin an Choinbhinsiúin agus Cuairteoirí mó Fhionnuisce Bhiúró, nuair a rinne sé iarracht rathúil do Super Bowl XLII i 2008. Tar éis óstáil an Rock 'n' Roll Maratón i Phoenix, bhí Séamas i dtabhairt chun tsraith San Antonio i 2008 leis an rás tionscnaimh is mó i stair RnR. Le níos mó ná 20 bliain de fáilteachais agus margaíochta ceann scríbe taithí, feidhmíonn Scott ar bhoird éagsúla tionsclaíochta lena n-áirítear an Taistil US Cumann, Ceann Scríbe Bord Cumann Margaíocht Idirnáisiúnta agus an chuid is mó le déanaí, an Bord Taisteal Cumann California. Is Scott Díolacháin Fáilteachais Deimhnithe Gairmiúla agus tá sé gníomhach in eagraíochtaí tionscail éagsúla lena n-áirítear: Gairmithe Cruinniú Idirnáisiúnta (MPI), Gairmiúil Cumann Bainistíochta Coinbhinsiún (PCMA), Cumann Meiriceánach na Feidhmeannaigh Association (ASAE), agus Cumann Dreasachta & Taisteal Feidhmeannaigh (LÁITHREÁN ). Scott, áit a bhfuil tú ó ar dtús agus cad a thug tú go Palm Springs? SW: Tá mé ar dtús ó Monterey, California agus go raibh riamh fonn chun teacht ar ais go California. Bhí mé ar an fhoireann díolacháin réamh-oscailt ag an Esmeralda Renaissance agus bhí cónaí i nGleann Coachella 1988-1996. Nuair a bheidh an deis a thabhairt ar ais i láthair é féin, ní raibh mé leisce ort. Bhraitheann mé an-ádh a bheith in ionannas an ghleann ar fad i ngairm go breá liom. Is é ár sprioc áit iontach chun cónaí, obair agus spraoi! Taitneamh as tú éirigh go hiontach i margaí San Antonio agus níos mó Fhionnuisce, cad iad na ceachtanna ó na cinn scríbe sin a bhraitheann tú go bhfuil infheidhme maidir le Mórcheantar Palm Springs? SW: D'fhoghlaim mé a lán sa dá scríbe. Chun ár gceann scríbe, beidh comhoibriú i measc na naoi gcathair ríthábhachtach do rath fadtéarmach. Ní mór dúinn a bhogadh ó mindset go bhfuil gach cathair in iomaíocht lena chéile agus díriú ar dheiseanna le comhoibriú níos fearr. Níl muid ach iomaíocht réigiúnach, ach go náisiúnta agus go domhanda le haghaidh sciar den mhargadh. Mar a éiríonn sé i bhfad níos éasca chun taisteal ar fud na tíre agus ar fud an domhain, beidh tomhaltóirí agus corparáidí ar aghaidh go bhfuil roghanna níos mó chun cuairt a thabhairt agus gnó a dhéanamh. Caithfidh ár branda a bheith ábhartha agus ag teacht chun cinn chun freastal ar riachtanais an chéad ghlúin eile. Tá sé i bhfad níos mó ná feachtas brandáil; Tá sé plean straitéiseach fadtéarmach gur féidir le gach naoi gcathair aontú ar. Tá Forbairt Táirge agus ár aerfort riachtanach chun fás agus rath sa todhchaí. Ní mór don CVB ról ceannais a ghlacadh sa phróiseas. Mar eagraíocht réigiúnach ní mór dúinn dul níos faide ná an ról traidisiúnta eagraíocht díolacháin agus margaíochta. Tá mé ina abhcóide ollmhór taighde agus foghlaim níos mó faoi ár gcuid custaiméirí agus custaiméirí féideartha. Tá forbairtí ollmhór go leor ag tarlú sa dá na Cathrach na Palm Springs agus níos mó Palm Springs ina iomláine. Ní mór duit a bheith sásta leis go léir go bhfuil a tharla ó bhog tú anseo i 2010. Cad atá tú an chuid is mó excited faoi, agus cén fáth? SW: Níl mé ar bís ach thart ar na táirgí fisiceacha ar nós Downtown Palm Springs, Ritz-Carlton, an leathnú Indiach Wells Leadóg Gairdín, infheistíocht Goldenvoice, Fondúireacht Clinton gcomhpháirtíocht leis an Dúshlán Humana, IMG gcomhpháirtíocht leis an Nabisco kraft, agus Seachtain Modernism , ach freisin ar an tiomantas do fás ár n-ealaíon agus an chultúir lena n-áirítear Seachtain Faisean, La Quinta Féile Ealaíon agus i bhfad, i bhfad níos mó. Is é an comhrá a bhíonn ar siúl i measc na ceannairí ar ár ghleann go spreagfaidh dom. Tá siad ag iarraidh feabhas a chur ar ár gceann scríbe agus deiseanna nua don chéad ghlúin eile a chruthú. Beidh an Nasc CV, ar a dtugtaí Parkway 1e11, nascadh gach naoi gcathair Coachella Valley agus an talamh de cheithre treibheanna federally aitheanta le sábháilte, cosán leanúnach do choisithe, bicyclists agus feithiclí leictreacha comharsanachta. Tá tionscadal mar seo an-spreagúil. Léiríonn sé go bhfuil ár bpobal bríomhar, gníomhach agus buartha faoi thodhchaí. Cad iad na hathruithe ba mhaith leat fós a fheiceáil tharlaíonn? SW: Ba mhaith liom a fheiceáil ar ár rochtain aeir ag fás. Caillfidh muid thart ar dhá thrian de na ár n-acmhainn suíochán i rith an tsamhraidh, agus ní dhéanann sé ar ais go hiomlán go dtí mí na Nollag agus mí Eanáir. Táimid ag obair leis an aerfort a dhéanamh go thosaíocht. Is féidir linn a chruthú ar an éileamh le himeachtaí agus táirgí nua a fhorbairt, ach más rud é nach féidir le daoine a fháil anseo, beidh muid ag caillfidh amach go dtí ár n-iomaíocht. Dhéanann an CVB taighde luachmhar brandáil, go sonrach maidir le dearcadh tomhaltóra branda domhanda ar nós Palm Springs. Cad iad roinnt de na creidimh-ceart nó mícheart-you've neamhurraithe mar gheall ar ár gceann scríbe níos suimiúla? SW: Rinneamar taighde i 11 gcathracha agus grúpaí fócais i nDeisceart na California. Tá bearna mhór idir an duine éigin go bhfuil cuairt ar an ghleann i gcoinne duine nach bhfuil a thug cuairt ar. Cur síos ar an duine nach bhfuil a thug cuairt ar ár gceann scríbe chomh leadránach, aon rud a dhéanamh, d'aois, pobail scoir, bliain te ar fud, an-chostasach agus ceann scríbe le haghaidh an mionlach. Beidh an Margaíochta Turasóireachta Dúiche nua a ghiniúint os cionn $ 3 milliún agus beidh an t-ioncam a úsáid le haghaidh feachtas margaíochta náisiúnta chun cabhrú linn sin a shárú tuiscintí. Tacóidh sé le bealaí aeir atá ann cheana féin agus táthar ag súil a mhealladh bealaí nua ó chathracha mol lárnach a dhéanamh níos éasca do thomhaltóirí a roghnú ár cheann scríbe le haghaidh a gcuid laethanta saoire, cruinnithe nó cónaithe amach anseo. Aithníonn an tomhaltóir an ghleann ar fad mar "Palm Springs." Nach bhfuil siad ar an eolas go bhfuil ár gceann scríbe comhdhéanta de naoi cathracha éagsúla. Is é ár gcuspóir a fháil ar an tomhaltóir a chur ar "Níos mó Palm Springs" ar a liosta buicéad, agus ansin iad a oideachas a chur ar an gceann scríbe, ár n-imeachtaí, ár pearsantacht, ár n-áilleacht agus uathúlacht mar ósais fíor! Conas a dhéanann an CVB ansin ceachtar tairbhe a bhaint nó a cheartú na creidimh nó imprisean? SW: Táimid ag obair ar ár straitéis ceart anois le haghaidh 2014 Táimid ag a raibh os sonraí agus ba mhaith liom a chinntiú go uasmhéadú gach Dollar chaitheann muid.. Beidh ár bplean a scaoileadh ar an titim. Beidh comhoibriú le brandaí tábhachtacha a bheith mar chuid riachtanach dár straitéis. Cad iad na spriocanna fadtéarmacha an CVB ar fud brandáil, taighde agus margaíocht an ceann scríbe premier rogha? SW: Ba mhaith liom buíochas a plean straitéiseach fadtéarmach don an ceann scríbe go léir naoi gcathair páirt a ghlacadh i fhorbairt agus súil go dtosnódh a ghlacadh. Rinneamar é seo i San Antonio, agus chruthaigh sé léarscáil bóthair criticiúil don scríbe a bhaineann sé leis an dá na turasóireachta agus forbairt eacnamaíoch. Cad ba mhaith linn a Mórcheantar Palm Springs chun breathnú cosúil sna 10-20 bliana amach romhainn agus conas a bhfuil muid ag obair le chéile a chosaint, a chaomhnú agus a fhás ar an branda is fearr a léiríonn an ceann scríbe ar fad? Scott Bán, Uachtarán agus POF ag an CVB Mhórcheantar Palm Springs Cad é an teachtaireacht gur mhaith leat an chuid is mó cosúil leis an domhan a thuiscint faoi Mhórcheantar Palm Springs? SW: Go bhfuil muid bríomhar, gníomhach, ceann scríbe cuimsitheach agus fáilteach atá ag fás agus go hiomlán deis. Go bhfuil muid ar cheann scríbe an-uathúil nach féidir a fháil in áit ar bith eile ach anseo! Níl go leor daoine a thuiscint go bhfuil muid ar ósais nádúrtha-ní mór dúinn a chomhtháthú go teachtaireacht isteach ár n-iarrachtaí margaíochta. A lán daoine a shíl go bhfuil muid ach pobal saibhir, agus is féidir linn acmhainn a thabhairt in uisce oiread agus is gá dúinn. Nuair a realize siad go bhfuil muid ar cheann na n-uiscíoch mó, agus go bhfuil an-imní faoi chaomhnú againn, osclaíonn sé a n-intinn agus cruthaíonn sé an deis sin a chur san áireamh. Nuair nach bhfuil tú ag thiomnú do chuid ama le margaíocht níos fearr Palm Springs ar an domhan, conas a dhéanann tú a chaitheamh do am saor in aisce? Cad a bheadh deireadh seachtaine tipiciúil cuma mhaith ar do shon? SW: Is breá liom galf a imirt, iniúchadh a dhéanamh ar ár gcathracha éagsúla, freastal ar ár n-imeachtaí iontach. Tá mé foodie ag croí agus grá i gcónaí chun a fháil amach bialanna nua. Is breá liom a scíth a ligean ag an linn snámha, hike ár leor cosáin agus am a chaitheamh le mo theaghlach. Tá dhá saotharlanna tarrthála, Spencer agus Bella-siad go bhfuil ár gcuid páistí. Ar deireadh, cad é an rud is grá agat an chuid is mó mar gheall ar níos mó Palm Springs? SW: Is breá liom an mothú áite, ár n-ambiance, an stíl mhaireachtála relaxed rogha. Mhothaíonn sé i gcónaí cosúil go bhfuil tú i do chónaí ar oileán, gan a bheith greamaithe ar oileán. Ár sléibhte a chruthú draíochta sunrises agus sunsets álainn. Ag fás suas ar an gcósta, yearn tú le haghaidh solas na gréine, agus is breá liom an ghrian. Tugann sé tú den sórt sin dearcadh dearfach mar gheall ar an lá agus an todhchaí.