Tramway ridership reaches a new high

Public Record, The, Jul 23, 2002 by Kleinschmidt, Janice

The Palm Springs Aerial Tramway broke a record at the close of its fiscal year in June. Total ridership for the 2001-2002 season peaked at 406,771-13,845 more than the previous year when the rotating tram cars were launched.

During the 2000-2001 season, monthly totals ranged from 26,049 people taking the tram up Chino Canyon in September to 42,910 riders in December. The highest monthly totals, however, belong to 2000-2001 with 46,443 riders in March and 44,922 in April.

Rob Parkins, Tramway general manager, credits a new emphasis on marketing and advertising to the drive-in market for increased business. There are 15 million people living on the other side of San Gorgonio pass, he points out.

"We also changed advertising to emphasize the wilderness experience," says Parkins, "and I think that's been helpful."

The valleywide drop in tour business after Sept. 11 affected the Tramway as well, making the drive-in market more important.

The typical abundance of foreign visitors at the Tramway can be traced to tour operators. Tour groups have gradually returned, Parkins says, but the marketing focus still targets residents within driving distance.

With record ridership, of course, comes record revenue. Projected revenues for the just-closed season are $9 million, a 10 percent increase over the previous year. As a nonprofit organization, any income over expenses is reinvested into the operation and used for public benefit.

Initial capital improvements will be made in infrastructure not readily apparent to the public, such as increased generating capacity at the Mountain Station and replacement of power lines-"none of that sexy stuff," says Parkins.

Changes the public will notice include substantial improvements to the museum and movie room at the Mountain Station: removing walls covering natural rock, enhancing wildlife displays in conjunction with the State Department of Parks and Recreation and stepping up to a DVD player and larger viewing screen in the movie room.

The food-service line will have a "more modern and customer-friendly design," says Parkins, and allow a more liberal flow of traffic.

At the Valley Station, the gift shop will be enlarged and waiting room seating replaced.

The most-cited reason people visit the Tramway is for the view, says Parkins. And, although the ride itself has it own appeal, Tramway officials are trying to stimulate visitors beyond the view and into the wilderness. Local residents under-utilize the Tramway, says Parkins, so he is going on what he calls the "rubber chicken circuit" talking to club and organization members and anywhere else opportunity exists.