About Our Market
Who We Reach:
Desert Sun Media Group reaches nearly 200,000 Coachella Valley adults with our product portfolio. In addition, we have the #1 local news website in the valley which attracts an average of nearly 6 million page views per month. We further reach over 40,000 people each day who subscribe to our daily newsletter. With our reach and influence in the marketplace, Desert Sun Media Group is the prevailing advertising source in the market.
- Desert Sun Media Group reaches these Coachella Valley audiences:
- 75% of the most affluent adults in the market – those with household income of $100,000 or more
- 77% of College Graduates/Post Grad
- 78% of Seniors (65+)
- 61% of Baby Boomers (M/F 50-64)
- 39% of GenX'ers (35-49)
- 44% of Millenials (18-34)
- 58% of Snowbirds
- 40% of Hispanics
Source: 2015 Scarborough Palm Springs
The Coachella Valley is located within the Colorado Desert, approximately 110 miles southeast of Los Angeles and 140 miles northeast of San Diego. It is a place of extraordinary beauty and natural wonder. The resources are abundant, and conducive to a productive business environment, including more than 350 days of sunshine every year, access to the major Southern California markets, Los Angeles, San Diego and the Inland Empire, and excellent transportation services.
The resort-like atmosphere provides unparalleled access to the nearly 200 golf courses throughout the Valley, countless hiking trails, world class resorts, spas and restaurants as well as the natural scenic beauty of the California Desert.
From 2000 to 2014, the Coachella Valley population grew from 309,530 to 443,401. That was a gain of 133,871 people, or 43.2%, including adjustments based on the Census
Bureau’s 2013 American Community Survey. The Coachella Valley’s 43.2% increase in population from 2000 to 2014 was much faster than the Inland Empire (34.1%), the U.S. (12.5%) and California (13.2%). According to the 2012 Census, the Coachella Valley’s age distribution consisted of the following groups:
- 32.5% (or 141,993 people) were 55 and older. This included aging baby boomers and those of retirement age.
- 26.1% (or 114,152 people) were people younger than 20.
- 23.7% (or 103,672) were in their prime working ages of 35-54.
- 17.6% (or 76,877) made up the smallest group which were the youngest adults of ages 20-34.
The 2012 U.S. Census also revealed the ethnic composition of the Coachella Valley consisted of:
- 40.8% White (compared to 38.4% for all of Riverside County)
- 51.4% Hispanic (compared to 46.5% for all of Riverside County)
- There were smaller shares of Asians (3.5% v. 6.0%), African Americans (2.5% v. 5.9%) and Native Americans (0.4% v. 0.5%)
ECONOMIC OVERVIEW (2014 SUMMARY)
The Coachella Valley’s economic base is largely driven by money coming into the area through five sectors. Tourism has been a major staple of the
region and had a strong 2013-2014. Healthcare increased throughout the recession and growth continues into 2014. The Affordable Care Act could drive a significant healthcare job expansion in the near future. Agricultural production set another record in 2013. Retail trade grew 6.3% in 2013 and another 4.8% in the first half of 2014. The housing sector, which drove growth in the area’s economy from 2000-2007, has seen prices soar in 2014, and permit recordings are slowly increasing.
Coachella Valley tourism is on its way back. In part this is because the U.S. economy is slowly gaining strength, having added 9,463,000 jobs through August 2014 .
- For the eight-month 2014 period, average occupancy was 61.6%, highest since 63.6% in 2007.
- Passenger traffic at Palm Springs International Airport was up 9.4% through July 2014 and headed for another record at 1,916,981.
- Car rentals related to the airport are headed for a gain of 5.9% in 2014.
The one sector of the Coachella Valley economy that has continued growing, despite the deep recession, has been health care with a 26.6% increase in jobs from 2007 to 2013. This sector is important to the valley’s economic base given the local and national importance of facilities like Eisenhower Medical Center, Desert Regional Medical Center, John F. Kennedy Memorial Hospital and the Hazelden Betty Ford Center. Health care is an important economic driver in that much of the funding comes from insurance policies and federal programs like Medicare. These dollars thus flow into the region from the outside world and help drive the rest of the Coachella Valley’s economy.
Agricultural production is important to the Coachella Valley’s economic base since 58.2% of Riverside County’s crop production occurred in the area. 2013 saw an all-time high level of production at $615.6 million.
Retail sales contribute to the Coachella Valley’s economic base in that a significant source of the spending is from money brought to the area by winter residents, tourists and convention goers. Also, 86,918 (19.8%) of the valley’s residents are 65 or older versus just 11.5% for the Inland Empire. The spending by these people tends to come from savings, pensions and social security, adding to the valley’s economic base.
- Retail sales were up 28.6% from the low in 2009 through 2013, including 6.3% last year. The gain in the first half of 2014 was 4.8%.
The Coachella Valley continued to see a mixed picture in the housing sector.
- By second quarter of 2014, 41% of Riverside County families were able to afford the bottom 50% of its houses. This affordability rate was 49% a year ago. This picture exists because the 30-year fixed interest rate in September 2014 was 3.80%, down from 4.49% a year ago.
- Simultaneously, Riverside County’s median home price was up 9.8% from July 2013 to 2014 after a gain of 25.6% the prior year.
When home prices and rates initially rise after a housing downturn, the impact has traditionally been for buyers to realize they need to get off the sidelines and purchase homes. There is little evidence this is occurring this time. Partly, this is because the available supply for families to purchase has been inhibited by Wall Street investors buying foreclosures before they reach the market, and individual investors competing for those that do come up for sale. To date, this has restricted the volume of sales but has led to higher home prices. There also continues to be problems with new home construction and sales. This is because there is little demand for expensive new homes when existing homes remain a bargain.
- In the Coachella Valley, the result has been to see estimated 2014 existing home sales fall to 6,213 units, down 11.2% from 2013.
- In second quarter 2014, the median new home price was $470,174, up 8% from $435,254 for all of 2013. That was $98,459, or 26.5%, above the $371,175 for existing homes this year.
Source: Coachella Valley Economic Partnership 2014 Annual Economic Report