For decades, Greater Palm Springs has been a magnet for leisure travelers, second-home owners, and snowbirds. But now, the same organization that helped brand the desert as a world-class getaway and an ideal place for corporate conferences is redefining its role in the local economy.
Visit Greater Palm Springs (VGPS) has officially taken on a broader mission: driving economic development across the Greater Palm Springs region. The launch of LiveWorkGPS.com on August 12 represents more than a new website. It’s a bold statement of intent, just like the tagline for the initiative, “Thrive and Shine.”
Scott White, President/CEO, Visit Greater Palm Springs
“This launch is a major milestone in the region’s ongoing commitment to growth and diversification,” said Scott White, VGPS President & CEO. “By showcasing the strengths of all nine cities, and the spirit of collaboration that unites them, we’re inviting the world to discover Greater Palm Springs not only as a visitor destination, but as a place to live, invest, and thrive.”
From Destination Marketing to Regional Growth Engine
The new economic development initiative didn’t happen overnight. For over a year, VGPS has been laying the groundwork, conducting research, gathering data, and coordinating across city halls, county officials, tribal governments, and private-sector voices.
Sean Smith, Director of Economic Development for VGPS, has been leading the initiative along with visionary colleagues among the organization’s executive team and its extremely capable board of directors. A seasoned economic development professional, Smith is clear about the approach: strategy rooted in data, collaboration at every level, and a shared vision for the future.
“If you don’t know who you are, you can’t promote yourself effectively,” said Smith. “That’s why we started with extensive research through North Star, a national economic development consultancy. Surveys, focus groups, stakeholder interviews, all of it was designed to give us a real identity, beyond tourism, and help define what our value is to potential new local businesses and investors.”
A Digital Front Door for Economic Opportunity
LiveWorkGPS.com is the tangible result of that research. The new site is a one-stop hub for potential investors, business leaders, and skilled workers who might be considering Greater Palm Springs as their next move. It features city-specific data, relocation incentives, sector overviews, success stories, and a wide range of resources for entrepreneurs.
Each city gets a chance to showcase its unique assets, but the site also presents a united regional voice.
“This platform was designed with alignment at its core,” Smith said. “It reflects input from local governments, industry leaders, and community stakeholders. It’s a regional pitch that still allows each city to shine.”
Research That Informs, Not Just Impresses
VGPS’s economic development agenda is built on data, not guesswork. In addition to the recently-completed North Star study, VGPS is coordinating with Riverside County’s in-progress economic development strategic plan, which includes a dedicated carve-out for Greater Palm Springs.
The overlap between the two studies, Smith says, reinforces the region’s top priorities and provides a strong mandate for action.
The focus industries? “We’re zeroing in on sectors that are already here and have room to grow,” Smith said. That includes advanced agriculture and ag-tech, the creative economy, healthcare, and clean energy/AI tech.
VGPS is also leaning into “placemaking,” a term that might sound vague but reflects tangible, substantial assets like Acrisure Arena and the push for infrastructure that improves quality of life: shade, housing, and reliable energy delivery.
“Placemaking is economic development,” Smith said. “People move for jobs, but they stay and thrive because of the community.”
A Marketing Engine Backed by Strategy
With LiveWorkGPS.com live and the research foundation in place, VGPS is in the process of preparing and launching its full-scale marketing plan. The strategy will span digital and print campaigns, LinkedIn engagement, newsletters, and a presence at key trade shows alongside groups like ICSE and Team California; all things the organization has a track record of implementing extremely well based on its outstanding tourism destination marketing campaigns.
Smith says the marketing plan is more than promotion. It’s a targeted lead generation system, crafted to speak directly to businesses and individuals aligned with the valley’s future.
“We’re not going to just throw content out into the world. Every element of our marketing is based on what we know about our strengths, our gaps, and our opportunities,” he said.
That also includes targeting remote workers, especially those from the tech world, who are trading the density of development and traffic in Silicon Valley or Seattle for the quality of life in Greater Palm Springs. According to Smith, this segment represents an untapped engine of investment and entrepreneurship.
“We’ve already seen former Microsoft and Google professionals self-identify because they are looking for ways to give back and stay engaged,” he said. “They’re interested in building things, whether that’s AI-powered solutions to local problems or workforce development initiatives that reach underserved communities.”
A New Era of Regional Collaboration
Perhaps the most striking thing about the initiative is its insistence on collaboration. Unlike past efforts that oftentimes operated in silos, VGPS’s model depends on public-private alignment. The site itself was created with direct input from the nine cities through the Joint Powers Authority (JPA), and the ongoing work will engage county officials, tribal leaders, utilities, business organizations, and storytellers from the media and marketing worlds.
“This really is a team effort,” Smith said. “We’re not trying to replace other efforts, we’re trying to connect them, amplify them, and make them more effective.”
That ethos is visible in everything from the structure of the website to the makeup of the advisory networks being formed. In an era where cities often compete for attention, Visit Greater Palm Springs is betting that strength comes from unity.
A Timely Pivot Toward the Future
The timing for this shift may be perfect. With over 450,000 permanent residents, a 20% boost in the winter from the seasonal population, and nearly 14.5 million visitors annually, the region already has a strong base. The question is how to channel that into sustainable growth, diversify the local economy, and ensure long-term quality of life.
Smith sees the pieces coming together and believes the next few years will define the valley’s future.
“We’re growing fast, whether we like it or not. But what we can control is how we grow, and who benefits from that growth,” he said. “That’s the real promise of this work.”
