The JW Marriott Desert Springs Resort and Spa in Palm Desert. (Phot: Shutterstock/Sandra Foyt)
A marketing agency working with the city is conducting a qualitative research study to uncover why people visit the city, so far interviewing 82 individuals across multiple markets as part of an effort to build a refreshed destination brand.
The research, led by Austin, Texas-based agency Idea Peddler, includes interviews with 10 local stakeholders — ranging from Palm Desert officials and hotel operators to restaurateurs, retail partners, and local business owners — as well as 36 people from “fly markets” and 36 from “drive markets.”
Emma Kjaer, strategy director at Idea Peddler, told the Palm Desert Marketing Committee Monday that the study draws from a broad range of participants, spanning ages 27 to 68 and representing origin markets including Seattle, San Francisco, Los Angeles, and Orange County.
"We've not only looked at people from different origin markets and different sectors within the community, but we've looked at an amalgamation of different ages," Kjaer said, "to really understand what the thread is that connects people and why they come to Palm Desert across generations, backgrounds and interests."
The research builds on a similar qualitative study Idea Peddler conducted in 2019 at the start of its partnership with Palm Desert, which identified "desert rhythm" as a unique positioning for the city. Kjaer said the current study aims to assess how much of that positioning has endured and how it should evolve as the city targets new fly markets.
Early findings suggest that while Palm Desert functions broadly as a getaway destination, visitors from different markets are motivated by different reasons. Kjaer said Seattle travelers are driven by weather and mental health, describing a desire to escape gray skies, while San Francisco visitors seek variety and a change of scene. Los Angeles travelers come in pursuit of peace and quiet, she said, and Orange County visitors tend to treat Palm Desert as a routine, annual destination.
"Though the category remains a constant with Palm Desert as a getaway, different markets are motivated for different reasons and seasons," Kjaer said.
The final research output will include a written report of roughly 20 to 30 slides translating interview findings into qualitative insights and frameworks, as well as a two- to three-minute video summarizing the findings in a shareable format.
Kjaer said the report is intended to serve as a foundation for future campaign development and brand work.
Thomas Soule, Palm Desert's public information officer, said the city is using a data partner called Zartico to improve ZIP code-level reporting on visitor behavior, which will complement the qualitative research by providing more precise data on where high-value visitors originate and how long they stay.