hotels that exude youthful vibes, maintain a
carefree atmosphere, and provide unusual
amenities. The Ace has in-room record
players. At ARRIVE Palm Springs, visitors
check in at the bar, enjoy trendy ice cream and
coffee shops, a bocce court, and table tennis;
they get premium Blue Lola headphones in
their room. V Palm Springs serves Polynesian
cocktails poolside, lends bicycles, and has a
stop on the Buzz trolley route.
The tastes of a new generation are fickle.
But if local hotels can understand them, these
visitors might decide the desert “gets” what
they’re about, too.
“Youth bring energy, creativity, and a
demand for new experiences, restaurants,
products, and services that benefit every-
one,” White says. Active retirees want a lively
destination, as do young people seeking an
affordable place to raise families. When local
communities become a viable place for young
professionals to thrive, everyone wins. “Hav-
ing a younger workforce will drive new devel-
opment and businesses based on things they
like to do. Eventually we want grads to be able
to find jobs that don’t currently exist here.”
Opportunity will need to come largely
from outside the area’s bread-and-butter
hospitality industry, which is becoming more
sophisticated with distinctive new properties
and an education system attuned to creating
a workforce to fill management jobs that
historically went to imported talent.
Joe Wallace, CEO of the Coachella
Valley Economic Partnership, would like
to see four-year accredited degrees in
engineering and business offered next in Palm
Desert. “It starts with technology,” he says.
“Tech brings in people with the talent to work
across business lines.”
AUS TIN’S LAWS OF AT TRACTION
This year, U. S. News & World Report ranked
Austin, Texas, the second best place to live
behind Denver. The home of the multimedia
festival SXSW (South By Southwest) boasts
strong employment, a stable housing market,
and a slice of Silicon Valley manufacturing
and development to augment its music scene
and self-proclaimed weirdness. It’s hip and
offers long-term prospects, especially for
young (often creative) professionals in tech,
government, and education.
If the desert “gets” what millennials are
about, they’ll come here with their energy
and creativity, and stir demand for new types
of job-creating businesses, experts say.