Please join us at the PSHA April Luncheon
11:30 AM – 12:00 PM Registration & Networking
12:00 PM – 1:00 PM Lunch & Featured Speaker
We are thrilled to announce that Lynn Carpenter, Senior Vice President of Marketing at Visit California, will join us as the keynote speaker at the May PSHA Luncheon—a perfect guest for our month-long celebration of California Tourism Month.
Thursday, May 21th, 2026
Ace Hotel
701 E Palm Canyon Dr, Palm Springs, CA 92264
Complimentary parking available

Register here - Admission: Free for PSHA Members | $50 for Non-Members
Registration is required. No walk-ins will be accepted.
 

Lynn leads all marketing efforts for Visit California, overseeing a dynamic global strategy spanning advertising, digital platforms, travel trade, and international promotion. Under her leadership, the organization’s marketing budget has grown from $6 million to over $131 million, helping position California as one of the world’s most sought-after travel destinations. She has expanded the state’s global reach with key international offices, strengthening California’s tourism economy and brand worldwide. With more than two decades of experience—including senior roles at Netscape, AOL Time Warner, and Mammoth Mountain—Lynn brings a powerful perspective on innovation, branding, and the future of travel.

Join us May 21st as we celebrate the impact of tourism in California and hear firsthand from one of the industry’s most influential leaders.

Sponsored Speakers

Get ready for an inspiring and eye-opening presentation as we welcome Judy Esterbrook as a special guest speaker from The Living Desert Zoo and Gardens! 
A beloved Coachella Valley institution for over 50 years, The Living Desert is a global leader in desert conservation, dedicated to protecting endangered species and ecosystems through preservation, education, and hands-on engagement.  From innovative wildlife recovery programs to immersive guest experiences that connect people with nature, their work spans more than 80 conservation projects worldwide and reaches hundreds of thousands each year.  Don’t miss this opportunity to hear firsthand how this remarkable organization is shaping the future of conservation—right here in our own backyard and across the globe.

Jeffrey Bernstein will share insights on XOXO Palm Springs, a dynamic, citywide arts and culture festival taking place June 11–22 that transforms Palm Springs into an open-air creative playground filled with live performances, visual arts, music, film, and immersive experiences. Participation is wide open—and easy. Hotels & Restaurants can showcase drag brunches, venues promote entertainment events, galleries can promote exhibits, culinary experiences like wine tastings or special menus, and any arts or culture-driven event can be part of the lineup. 
Jeffrey will discuss how many are simply expanding what they already do, with additions like June tours, concerts, events and more. It’s an inclusive, flexible way for the entire community to take part while inviting both visitors and locals to experience Palm Springs through an entirely new lens.

 'Meet The Biz' Promotional Sponsors:
BeaconPath will be available to answer questions about the new PSHA Member Healthcare Benefit Partnership.