This episode of The New World of Consumer Behavior features an interview with Gary Orfield, Director of Tourism Development at Visit Greater Palm Springs, Southern California’s most storied resort oasis with 300+ days of sunshine annually, mountains you can almost reach out and touch, world-renowned events, and an incredible range of accommodations, meeting spaces, venues and attractions.

Gary is also the Chair for the International Marketing Committee of Visit California, a nonprofit organization with a mission to develop and maintain marketing programs — in partnership with the state's travel industry — to keep California top-of-mind as a premier travel destination. Gary received his associates degree in hospitality from Walter State Community College in 1988.

In this episode of The New World of Consumer Behavior, Gary talks about the impact the pandemic has had on tourism trade in California, with tourism in Palm Springs having dropped by 54%. 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.

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Key Quotes

“Do try to find as many 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.” - Gary Orfield

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Episode Timestamps

01:52 Gary’s role

02:44 Business at Palm Springs

05:00 Top oversea markets

06:13 How the team uses data

08:12 Segment: The Data Vault

11:23 Changes in the last two years

17:21 Measuring improvements with data

18:19 Common itinerary for visitors

19:55 Long-term strategy

21:27 Data security

24:09 Competition

25:36 Advice for others in similar roles

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Links

Connect with Kat on LinkedIn

Connect with Gary on LinkedIn