City extends 'shop local' incentives: $25,000 bonus for Taste of Summer, $65,000 resort pilot approved

The Rancho Mirage City Council on July 17 approved two economic‑development incentives using the city’s shop‑local gift‑card program: a $25,000 bonus to support Taste of Summer restaurant promotions and a $65,000 pilot to distribute shop‑local gift cards through city resorts to stimulate midweek bookings in the September 2025 shoulder season.

Gabe Cotting, director of marketing, summarized the shop‑local program history and outcomes: a 50% match bonus on gift card purchases during prior campaigns produced substantial local spending and high restaurant redemption. For Taste of Summer (July 24–Aug. 17), staff recommended a $25,000 bonus that would provide a 50% match incentive (e.g., $50 bonus for every $100 purchased) to promote local dining and benefit nonprofit wristband sellers.

Separately, Cotting proposed a resort partnership pilot using $65,000 to allocate e‑gift cards to guests who book midweek stays in September 2025; participating resorts would distribute gift cards (usable at participating local businesses and on‑site resort outlets) to shift occupancy during historically low months. Staff presented a model showing a modest 5% occupancy increase could generate enough transient occupancy tax (TOT) revenue to offset the program cost, and council stated the program would be measured and scaled or discontinued based on results.

Councilors praised the program’s simplicity and economic impact. Two separate motions were made and adopted (50% match Taste of Summer bonus for $25,000 and resort partnership pilot allocation of $65,000); both motions passed 5‑0.

Ending: Staff will implement the two campaigns and report back with performance metrics; both programs intend to keep card redemptions local to benefit Rancho Mirage businesses and nonprofits.