Luring Day-Trip Visitors Boosts Tram Ridership
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The Palm Springs Aerial Tramway is bucking the national tourism slump.
More visitors than ever climbed aboard the tram and explored the forested heights above the low desert Coachella Valley, officials said.
Tram operators attributed the success to quick planning after the Sept. 11 terrorist attacks.
“We switched our marketing and advertising pretty instantly,” said tram general manager Rob Parkins. “On Sept. 12, it was like the tour groups fell off a cliff.”
Instead of advertising to foreign visitors and tour groups, tram directors used commercials, billboards, magazine and newspaper ads to lure Southern California day-trip visitors.
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