By Aftab Dada, Celeste Brackley, Scott White, Rob Hampton and Nona Watson
Palm Springs is like no place else — as a community, we pride ourselves in helping each other. What unites the Palm Springs business community is the shared belief that when we thrive together, everyone benefits.
PS Resorts, the association of hospitality businesses, recognized how effective “Forever Marilyn” had been as a draw when it was previously in the downtown area. For 26 months, visitors lined up and patiently waited to have photos taken that were then shared worldwide online. These social media images promoted Palm Springs and its gorgeous San Jacinto Mountain backdrop in so many positive and priceless ways. That is why PS Resorts is investing over $1 million of the association’s money to bring the statue back to Palm Springs.
Tourism is our No. 1 industry and our businesses have been severely impacted throughout the COVID-19 epidemic. Over 800 tourism and small independently owned businesses in Palm Springs will have a long road to recovery, with experts estimating it will take as many as four years. As they slowly reopen, they will need support. Not all businesses qualify for state and federal programs. The city has also launched several initiatives, but these alone are not going to be enough. For businesses to recover, part of the plan needs to include events and attractions that will draw residents and visitors back to the downtown shopping district. This is the core principle underlying the Museum Way location of the “Forever Marilyn” statue.
To be an effective attraction, “Forever Marilyn” must be in a very visible and accessible location. To accomplish this goal, the statue will be located on Museum Way – and the location is well chosen. “Forever Marilyn” will be seen from Palm Canyon and will draw visitors into the public areas the city is in the process of completing. Placing Marilyn on this site fulfills one of the key planned purposes of Museum Way. This placement will also capitalize on the statue’s broad public appeal – its attention-grabbing charisma.
When Museum Way was developed, it was always anticipated that it would host events and exhibits and be used as a pedestrian-oriented plaza. The city constructed retractable bollards into the middle of the street so that it could be a dedicated space for safe foot traffic. “Forever Marilyn,” and the other public exhibits to follow, will make this plan a reality.
It is unfortunate that some are now spreading misinformation about Marilyn’s return. The fact is the statue will not eliminate any Palm Springs Art Museum parking, nor will it block the steps to the museum. The statue will be situated more than a football field away from the museum doors and will not impact the iconic views of the museum.
The city council solicited public input at its November meeting and followed a legal process to temporarily close Museum Way. They made their decision to allow the statue to be installed for a trial period at a public meeting after hearing from dozens of residents, many of whom voiced strong support for this location.
“Forever Marilyn” was a resounding success as an attraction when it arrived in 2012. The statue’s new site on Museum Way will once again serve as an attraction to drive visitor activity and energy to our other downtown attractions and businesses.
Aftab Dada, is chairman of PS Resorts ([email protected]).
Celeste Brackley is treasurer of the Palm Springs Hospitality Association ([email protected]).
Scott White is president & CEO of the Greater Palm Springs Convention & Visitors Bureau ([email protected]). Rob Hampton is general manager of the Palm Springs Convention Center & Bureau of Tourism ([email protected]).
Nona Watson is CEO of the Palm Springs Chamber of Commerce ([email protected]).
