PS Resorts Champions Cultural Tourism as Primary Financial Supporter of Palm Springs Pride
Hospitality leaders double down on civic investment as Greater Palm Springs Pride models a resilient, sustainable financial framework for community celebrations
Demonstrating decisive leadership in the regional tourism economy, PS Resorts has significantly expanded its commitment to local cultural tourism by more than doubling its sponsorship for the landmark 40th anniversary celebration of Greater Palm Springs Pride, taking place November 6–8, 2026.
As the largest annual event in Palm Springs and the premier gathering of LGBTQ+ individuals and allies in the Coachella Valley, Greater Palm Springs Pride attracts over 200,000 attendees each year. Since transitioning to a free admission model in downtown Palm Springs, the festival has grown continuously, generating $38 million in direct spend economic impact for area hotels, restaurants, local shops, and small businesses.
With this increased investment, PS Resorts fulfills its core mission of supporting initiatives that drive overnight visitation and strengthen the regional hospitality ecosystem, positioning the organization as the most significant financial supporter of this world-class cultural tourism event.
“Palm Springs Pride is an economic power engine and a reflection of our city’s global reputation for inclusivity,” said Peggy Trott, President of PS Resorts. “Our hospitality community recognizes that investing in Pride is an investment in the vitality of Palm Springs. At a time when organizations must adapt to shifting macroeconomic conditions, PS Resorts is proud to step forward, fulfill our core mission, and ensure this signature event continues to anchor our local economy and elevate our brand worldwide.”
Across the country, major LGBTQ+ Pride celebrations are experiencing a widespread reduction or retreat of traditional corporate sponsorships. Driven by shifting corporate DEI policies and political polarization, many multinational brands have either scaled back their visible sponsorship levels, requested anonymous "silent" partnerships, or pulled funding entirely.
While these national shifts have forced some celebrations to scale back programming, Palm Springs Pride stands out as a financially resilient, business-savvy nonprofit. By cultivating long-term local allies and strategic regional partners, the organization has adapted its funding model to remain sustainable and thriving in any political or economic climate.
Key long-standing partners form the bedrock of this stable financial framework:
The Arenas District: Serves as a major sponsor and vibrant focal point of festival programming, hosting block parties and community gatherings throughout the weekend.
Heimark Distributors: Continues uninterrupted financial support dating back to the late 1990s, representing one of the event’s longest-running commercial partnerships.
U.S. Bank: Established a consistent annual giving timeline beginning in 2009, creating a reliable corporate sponsorship model that continues to flourish today.
“The sustained vitality of Palm Springs Pride relies on the real, strategic investments made by our local hospitality and business partners,” said Jasmine Sullivan-Waits, Executive Director of Greater Palm Springs Pride. “PS Resorts doubling its sponsorship demonstrates an extraordinary commitment to our community. While the City of Palm Springs is a valuable partner in providing essential city services, public safety, and logistics, it does not provide direct cash support to our organization. That makes direct financial backing from PS Resorts, Heimark Distributors, U.S. Bank, and the Arenas District even more critical. Together with our hospitality leaders, we are demonstrating how a modern Pride organization can evolve, adapt, and succeed in today’s political and economic climate while proudly projecting the Palm Springs brand of open-arms hospitality to the world.”
Celebrating 40 Years of Inclusivity
The 2026 milestone celebration, themed “Be Included,” will showcase live entertainment across multiple stages, over 200 marketplace exhibitors, community programming, and nightly block parties. The celebration culminates in the annual Pride Parade on Sunday, November 8, at 10:00 a.m. along Palm Canyon Drive. The entire festival and parade remain completely free and accessible to the public.
Greater Palm Springs Pride continues to model how a forward-thinking organization can blend community advocacy with economic sustainability, reinforcing Palm Springs as a city of diversity, equity, and welcoming hospitality.
About PS Resorts
PS Resorts is a Palm Springs hospitality organization dedicated to enhancing the visitor experience and strengthening the city’s tourism economy by supporting and developing events, attractions, and initiatives that draw visitors to Palm Springs. Through strategic partnerships with local organizations and the municipality, PS Resorts invests in programs that showcase
