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The greater Palm Springs area is getting a makeover--in branding.
The Convention and Visitors Authority changed its name to Greater Palm Springs Convention and Visitors Bureau.  And its changing the valley's marketing.
It's a brand new day in Palm Springs--that's the new slogan for the greater Palm Springs area.
Tourism bosses are feeling optimistic after a good season, and now a new brand name, the Greater Palm Springs Oasis.
Beautiful images and moving music, all designed to draw more visitors and their dollars to our valley oasis.
"We're going to have commericals across the coastal cities in May and June when they have kind of the June gloom, and then a lot of our ads will run into the LA Times, San Diego Tribune, different magazines," said President and CEO of Greater Palm Springs Convention and Visitors Bureau, Scott White.
All this after a positive first quarter for tourism in the Palm Springs area.
"We're up nine percent in occupancy, we finished at 69 percent, which is great growth year on year... I think we're really starting to come out of where we were the last three or four years," said Chairman of Palm Springs Convention and Visitors Bureau, Allan Farwell.
Many awards were given to leaders in tourism. And there was a touching tribute to late Agua Calienta Chairman Richard Millanovich that drew a standing ovation.
Also, a blast from a past, a Palm Springs ad over five decades old.
"And kids here in Southern California take off for Palm Springs. Gee this is where all the fun is! And all the girls!"
Now a new image for the nine cities in the Coachella Valley.
"Community has changed in the last decade, you can see the evidence in the events, what's happened in Coachella, Stagecoach, and Modernism Week, and the art festivals, film festival, have really grown and we just really want to share that story with a much broader audience on a national, international scale," said White.
This season, most of those events broke huge attendance records.
"Every single event, whether its the tennis tournament, or film festival, all the numbers are up, the attendance is up, the excitement is up, so wait til next year," said Farwell.
Now, a new day, new look, and new brand for the valley.
"People are coming here to get the brand new day experience, whether you're leaving the craziness of Southern California, the the freeways, or New York or Chicago, you're coming here to kind of find yourself, to escape, to retreat," said White.
A new brand, the oasis rising up in the desert.
According to the Convention and Visitors Bureau, in 2010 over 4 million travelers visited our valley, and added more than 2.1billion in spending.