While it’s nearly impossible to know what the future holds for the Coachella Valley’s seasonal business – particularly as the lockdown continues with no indication of when it might end – we talked to some local professionals and community leaders about what they’ve seen since COVID-19 emerged in the marketplace, and what we might expect once the lockdown lifts and we slowly settle in to what will be considered our ‘new normal.’
According to Ray Rodriguez – the co-owner of Casuelas Café and Cork Tree restaurants, and a long-time desert resident – there were some interesting trends that emerged this past summer and fall prior to the spike in cases we are currently experiencing.
“We were stunningly busy this past summer – I was shocked at how many people were willing to dine on the patio in 115-degree weather,” Rodriguez said. “But we offered a healthy eating environment with appropriate table spacing and an increased level of hygiene, which made people feel more comfortable. I was pleased to hear a lot of ‘Wow, you guys are really doing things right.’”
Because of the lack of supply in patio dining and an increased demand, those restaurants that were able to offer a patio dining experience (with proper shading, misters and other amenities that made the “eating in the heat” experience more feasible) saw a steady stream of customers. People who felt safe dining out – and just plain wanted to get out – frequented those restaurants that had something to offer.
Rodriguez further explained that he feels those restaurants with good, experienced ownership rededicated themselves on the first day to absorbing the new information and reinventing everything from how they would market their product line and hours of operation to re-tooling the labor force and developing a sustainable menu.
“One thing I hear a lot is that there seems to be a will among these restaurants – they are investing in their strongest staff, paying them well and expecting more from them. When you’re willing to pay top performers – people who are ready to go with a good work ethic and fresh ideas – you can do well with your best people at the wheel. I think everyone is willing to pay more for the five that can do the work of eight,” added Rodriguez.
When describing the type of visitors he has been seeing, Rodriguez says there are a lot of families from the beach coming out for the warmer temperatures. “We are viewed as a safe escape throughout Southern California because we are not a congested metropolitan area,” he shared.
Scott White, the CEO of the Greater Palm Springs Convention & Visitors Bureau, said that all trips to the Coachella Valley are being booked short-term – within a few weeks of traveling – even with the airlines.
So where are they staying? Michael Flannery – who founded and is currently the President of Acme House Company, a professional vacation rental management firm – has some insights.
“We’re seeing longer stays, people looking for a place to escape to where the yards and outdoor amenities are increasingly important,” noted Flannery. “Family excursions versus friends, and super high-speed internet needed so entire families can work and go to school from their vacation rental home. The past six months, we’d estimate about 90% of renters are from the drive market with the rest being from the East Coast, Northern California, Washington and Oregon, with some drivers out of Colorado, Arizona and Nevada.”
Acme House Company manages 200 properties in the city of Palm Springs and throughout Greater Palm Springs while employing 40 hospitality professionals. Those at Acme House – including their Chief Marketing Officer, Amber Carpenter – have seen bookings come in very strong since re-opening in June, however the recent restrictions have softened the demand quite a bit. “That being said, this summer, our portfolio of luxury properties had occupancy of 100% for 5-night-stay weekends,” said Carpenter.
In terms of what they do when they get here – outside of the obvious activities like hiking, lounging by the pool or relaxing outdoors enjoying the desert’s utopian winter temperatures – they are shopping wherever possible.
Christine Stein, the Vice Chairman of the El Paseo Parking & Business Improvement District (El Paseo PBID), stated that the El Paseo Shopping District is open and there are a number of people on the street.
“In speaking with many of our restaurants and retailers, we are all seeing an increase in customers recently relocating to the Coachella Valley from major cities,” commented Stein. “They are saying they want a reprieve from the bigger or more populated communities and are finding that here in our beautiful and welcoming Valley.”
Stein also mentioned that many El Paseo restauranteurs have created offers for carry-out dining and that they’ve welcomed some new businesses along El Paseo, as well – including a new restaurant, Sweet Basil, and Peter Burega Art.
“Other trends stores are experiencing is shopping via Facetime,” Stein added. “Many of our clients prefer to be assisted during their shopping experience and I’ve heard that Facetime shopping appointments have become a convenient way for people to shop and the have their purchases prepared and ready for them to be picked up via curbside delivery.”
While this is far from the ‘season’ businesses hoped for, signs indicate that as the COVID-19 vaccine becomes more available and cases decrease, the Coachella Valley remains a strong destination for both visitors looking to escape the crowded cities as well as new residents who are relocating to the desert.
