RCTC | Coachella Valley -
San Gorgonio Pass Rail Corridor
CITY OF PALM DESERT
Overview / Agenda
Workshop Goals
Workshop
Goals
•Define brand identity and values
•Identify and agree on a visual style and voice for the Communication Guide
•Confirm specific requirements and objectives for the final deliverable
Site Context
Context | Project Background
LOS ANGELES
PALM DESERT
• The California State Rail Plan includes passenger rail service between the Coachella Valley and Los Angeles.
• The plan envisions establishing rail operations by 2040 with hourly service to San Bernardino and Riverside.
• A specific route for the rail service, which follows I-10 through the Coachella Valley to Colton, I-215/SR 91 to Fullerton, and I-5 to Los Angeles Union Station have identified by Riverside County Transportation Commission
COACHELLA VALLEY
FULLERTON
COLTON
Context | Project Background
Palm Springs, CA (PSN)
CSU San Bernardino Palm Desert Campus
UC Riverside-Palm Desert
The California Indian Nations College
Acrisure Arena
Paseo District
Indio Station, CA
CONCURRENT PROJECTS AND OPPORTUNTIES
• Coachella Valley-San Gorgonio Pass Rail
• Monterey Corridor; Cook Corridor; PD Link
• Safe Streets For All
• Paseo District
• Palm Desert University Neighborhood Specific Plan
Context | Vision
Community Vision Statement
Palm Desert is the heart of California’s Coachella Valley.
Palm Desert’s outstanding quality of life offers residents and visitors of all ages a wide array of recreational, educational, shopping, housing and entertainment opportunities as well as arts and cultural activities and world-class events in a uniquely beautiful desert environment. This premier resort destination is a thriving, safe and sustainable community that attracts innovative employers by virtue of its diverse, highly qualified workforce and synergistic business, civic and educational partnerships.
Resource: https://www.palmdesert.gov/home/showpublisheddocument/14089/636010610692770000
Context | History
PAST
Resource: https://www.palmdesert.gov/home/ showpublisheddocument/16858/636253446478270000
Resource: https://en.wikipedia.org/wiki/Palm_Desert,_ California
Context | Community
“… a vibrant city featuring top notch resorts, world class golfing, shopping, and entertainment …”
“El Paseo Shopping District is also known as the Rodeo Drive of the Coachella Valley.”
“Relax and sight-see in this southern Californian oasis.”
“Palm Desert is a popular destination for people looking for a break from long winters in their region.”
“Hike, bike or ride horseback through the desert trails. Or, soak in some culture with seasonal festivals, stylish art galleries, and a thriving music and nightlife scene.”
“… offers something for everyone, from highend shopping and five-star dining to thrift store bargains and dive bar tunes.”
What brings people to the City of Palm Desert?
“… one of the best desert destinations for outdoor exploration.”
“Palm Desert is a delightful destination for shoppers and foodies alike.”
“From five-star resorts to rustic California campgrounds, the Palm Desert area offers accommodations to meet every guest’s needs – and every budget.”
“Take a desert hike or nature walk through trails like the popular Bump 'N' Grind, or see desert dwellers from around the world at the Living Desert.”
“There’s no better way to enjoy Palm Desert’s warm weather and scenic landscapes than by dining al fresco on one of the city’s many restaurant patios.”
Context | Community
Between
Resource: https://data.census.gov/table?g=160XX00US0655184&tid=ACSST5Y2010.S0101
https://data.census.gov/table?g=160XX00US0655184&tid=ACSST5Y2021.S0101
https://www.palmdesert.gov/departments/economic-development-/community-economic-profile
Palm Desert has shifted to younger residents, leading to the need for a digital platform for engagement.
Resource: https://data.census.gov/table?g=160XX00US0655184&tid=ACSST5Y2010.S0101
https://data.census.gov/table?g=160XX00US0655184&tid=ACSST5Y2021.S0101
How
do we appeal to both?
Context | Community
STUDENTS RETIREES
VACATIONERS/ GETAWAY SEEKERS GOLFERS
Advantage
Advantage | Highlights & Landmarks
Living Desert Zoo and Gardens
Joshua Tree National Park
Palm Desert Aquatic Center
Desert Willow
Golf Resort
Civic Center Park
Coachella Valley Vista Point
Advantage | Diverse Offerings
Shopping & Dining
• Upscale luxury shopping experience
• Diverse culinary scene
• Unique local artisanal products
Culture & Recreation
• 25 miles of multipurpose trails and 200 acres of park land
• Prime destination for golfers
• Wide range of cultural amenities, including the Palm Springs Art Museum
• History of the valley as agricultural region and relationship with native peoples and native Americans
Life Style
• 350 days of sunshine per year
• “Fun in the sun” – general destination for leisure, relaxation, weekend getaway
• Great schools and public amenities
• Ranked one of the safest cities in southern California
Advantage | Development & Growth
Growing Tourism Industry
The region draws 14.1 million visitors annually who spend $5.9 billion. Palm Springs Airport set a five-year record monthly passenger count in March 2022 with 403,883 passengers.
Steady Retail Strength
Palm Desert has consistently had the highest amount of annual retail sales within the nine cities of the Coachella Valley, achieving an average of 25% of the Valley’s sales with $1.7 billion in sales in 2021. Palm Desert retail sales have increased by $248.9 million, or 17%, during the last five years.
Expanding Business Support
Palm Desert has many resources to support our new and expanding businesses. We have strong and growing regional partnerships with SBDC, CVEP, SCAG, and Visit Greater Palm Springs.
Housing & Commercial Boom
$200 Million of permits have been issued by the city for construction in 2021. To support its residents, businesses, and growing university campuses, Palm Desert is diversifying its housing options, including affordable housing.
Resource: https://www.palmdesert.gov/departments/economic-development
Brand Definition
Appendix
Context | History
Context l Geography
LOS ANGELES
COACHELLA VALLEY
COACHELLA is the geographic center of the Coachella Valley, with three I-10 access points.
SAN DIEGO
INDIAN WELLS
LA QUINTA INDIO
PALM DESERT
PALM SPRING
CATHEDRAL CITY
RANCHO MIRAGE
Context l Geography
Better Connectivity More Than Three Million
Bicycle and pedestrian trips will facilitated by CV Link per year by around 2035
• San Pablo provides a key connection to CV Link, which after more than a year of planning and anticipation, is under now construction in Palm Desert. It’s part of Palm Desert’s recently updated General Plan, which has opened the door to multi-story and mixed-use projects.
Resource: https://coachellavalleylink.com/maps/