Industry-first Naming Represents the Inaugural Milestone of Agua Caliente Casinos’ Partnership and Plans for Concourse Upgrade and Renovation
Palm Springs, CA —In a first of its kind event in the United States airport industry, Agua Caliente Casinos and Palm Spring International Airport (PSP) officially revealed the Agua Caliente Concourse Thursday, marking the re-naming of the airport’s RJ Concourse to Agua Caliente Concourse.
The Agua Caliente Concourse is set to welcome visitors to the greater Palm Springs area, as well as provide a warm return for residents who call this beautiful valley home. The recent unveiling of concourse signage marks the beginning of a series of planned installations and upgrades, developed in partnership with Agua Caliente Casinos. Among the additions, Nine Cities Craft opened its doors in April 2024, offering a selection of craft beers from across the Coachella Valley, accompanied by a full food menu and a variety of beverages. By the end of the year, a new self- serve retail shop will also be launching in the concourse.
In collaboration with Agua Caliente Casinos, the concourse will feature newly designed lounge seating, workstations, and numerous charging towers for visitor convenience. Additionally, state-of- the-art technology will be integrated throughout the space. Both Agua Caliente Casinos and Palm Springs International Airport are committed to completing the concourse renovation by the end of 2024.
The gathering at the unveiling event included City of Palm Springs Mayor Jeffrey Bernstein, Agua Caliente Band of Cahuilla Indians Tribal Chairman Reid D. Milanovich, and Agua Caliente Casinos COO Saverio R. Scheri III, among other community leaders.
“The unveiling of the Agua Caliente Concourse is a landmark moment for Palm Springs International Airport as we elevate the passenger experience with enhanced amenities and state-of-the-art facilities. From comfortable lounge seating and convenient workstations to expanded charging options, every detail of this partnership with Agua Caliente Casinos is designed to make our travelers’ journeys more enjoyable. We’re proud to welcome both visitors and locals to a space that truly reflects the warmth and vibrancy of the Coachella Valley,” shares Harry Barrett, Executive Director of Aviation, Palm Springs International Airport.
“We are thrilled to celebrate this historic moment as we welcome travelers to Palm Springs International Airport with the naming of the Agua Caliente Concourse. For over 20 years, Agua Caliente Casinos has proudly served as a foundation of the Coachella Valley, offering the best in gaming, wellness, and entertainment. This partnership marks a significant milestone in our shared vision for the future, and we are honored to play a part in this extraordinary journey,” said Saverio R. Scheri III, Chief Operating Officer, Agua Caliente Casinos.
Agua Caliente Casinos, the award-winning premier casinos and entertainment resort in the Coachella Valley, includes three distinct casino properties (Agua Caliente Resort Casino Spa Rancho Mirage, Agua Caliente Casino Palm Springs, and Agua Caliente Casino Cathedral City) and The Spa at Séc-he. This airport partnership, signed in December 2023, represents a three-year agreement which includes naming rights to the RJ Concourse, activation space, and other advertising opportunities within and beyond the newly named Agua Caliente Concourse.
Palm Springs International Airport is located on the Agua Caliente Indian Reservation and hosted nearly three million passengers in 2022, a new record which PSP expects to exceed in 2024, on more than 16,250 commercial flights from 13 airlines. The greater Palm Springs area is one of the most visited destinations in the United States. Agua Caliente Casinos and the Palm Springs International Airport worked with FUSE Connect, the airport vertical to Fuse Advancement, to create this brand- new naming partnership. FUSE, a Southern California-based firm that specializes in airport advertising and partnership development, will continue to work with Agua Caliente Casinos and PSP on this project to create an immersive experience for passengers and offer unprecedented exposure.
ABOUT PALM SPRINGS INTERNATIONAL AIRPORT
Palm Springs International Airport (PSP) served more than 3.2 million passengers in 2023 and is owned and operated by the City of Palm Springs. It is the only commercial service airport in the Coachella Valley, the closest airport to Joshua Tree National Park, and hosts 13 airlines providing nonstop service to 30 airports in season with one-stop connections to more than 300 global cities. US nonstop routes include Atlanta, Bellingham, Bend/Redmond, Boise, Chicago Midway, Chicago O’Hare, Dallas Love, Dallas/Fort Worth, Denver, Dulles Washington, Everett, Houston, Las Vegas, Los Angeles, Minneapolis, New York JFK, Oakland, Phoenix, Portland, Sacramento, Salt Lake City, San Francisco, San Jose, Santa Rosa, and Seattle. Canadian nonstop routes include Calgary, Edmonton, Toronto, Vancouver, and Winnipeg. PSP is served by Air Canada, Alaska, Allegiant, Avelo, American, Delta, Flair, Frontier, Porter, Southwest, Sun Country, United, and WestJet. Some airlines and routes operate on a seasonal basis. For additional information, please refer to flyPSP.com or get social with PSP on Facebook (https://www.facebook.com/flyPSP), X/Twitter (@flyPSP), or Instagram (@flyPSP) to stay informed about the airport and the airlines that serve the Coachella Valley.
ABOUT AGUA CALIENTE CASINOS
Agua Caliente Casinos are located in Rancho Mirage, Palm Springs, and Cathedral City, CA. Agua Caliente Casinos has earned the Forbes Travel Guide Awards for its fifth consecutive year in 2024, winning two Forbes Four-Star ratings for The Steakhouse and The Hotel—making it the only hotel in Greater Palm
Springs to achieve such status—along with Sunstone Spa earning the Forbes Five-Star Award for its fourth consecutive year. Agua Caliente Rancho Mirage is also a AAA Four Diamond property and was ranked top 5 for “Best Casino Outside of Las Vegas” in Newsweek in 2023. The Sunstone Spa is also ranked number three in North America by Spas of America’s Top 100 Spas 2023; The Steakhouse is a consecutive winner of the Wine Spectator Award of Excellence since 2007. Agua Caliente Casinos also took the lead in two Best Desert Sun Community’s Choice Awards categories, ranked Best Casino in Palm Springs and Best Hotel in Rancho Mirage. Agua Caliente Casino Cathedral City was named 2024 Business of the Year at the Cathedral City State of the City Business Awards. In 2023, the Spa at Séc-he in downtown Palm Springs won the Sustainable Spa Award by the Green Spa Network along with being named the No. 1 Spa in America by Spas of America in 2023. In April 2024, the spa won a coveted Good Housekeeping 2024 Beauty Award as Destination Spa in the category of Body Care; it is the only spa in the world to earn such an award. It ranked #9 for Best Hot Springs in the nation by USA Today 10Best Award and was named as the Best of the Best by Palm Springs Life.
Collectively, the three properties offer three entertainment venues, 13 diverse dining options, meeting and event spaces, and expansive gaming floors. Agua Caliente Resort Casino Spa Rancho Mirage offers a 16-story, 340-room hotel with resort-style pools and cabanas, a full-service luxury spa and salon, and Pívat Cigar Lounge. The property is also located across from Agua Caliente Fuel, an expansive fuel station with 750 square feet of gaming machines, competitive gas prices, and a drive-through coffee shop Java Caliente. Agua Caliente is also home to two nearby championship golf courses: Indian Canyons North and South. For more information on Agua Caliente Casinos, visit www.aguacalientecasinos.com or join the conversation on Instagram @aguacalientecasinos.
ABOUT FUSE CONNECT
Fuse Connect is an innovative consultancy based in Southern California, offering comprehensive airport advertising and partnership services while investing in digital and creative environments to drive success. Through the Fuse Advancement vertical, Fuse provides unique relationship-based strategies that foster creative solutions and improve revenue, brand value, and customer advocacy. Their partners include airports, universities, and businesses. For more information, please visit www.fuseadvancement.com.
