In this episode, Kat is joined by Gary Orfield, Director of Tourism Development at Visit Greater Palm Springs, Southern California’s storied resort oasis. Gary talks about the impact the pandemic has had on tourism trade in California, with tourism in Palm Springs having dropped by 54% during the peak of the pandemic. He also discusses how visitors are segmented between in-state and overseas, and how his team uses data to develop long term strategies, bringing Greater Palm Springs back to life.
Do try to find as many (data) sources as possible. And just on the flip side, don’t rely on one or two data points. And don’t analyze till you’re paralyzed. I think that my biggest takeaway on using research and data is to get as clear and a bigger picture from many different angles and opinions as possible.