Bringing in a pretty penny
PALM SPRINGS - The beauty business isn't skin deep.
Having the 2006 Miss Teen USA pageant return to Palm Springs after a one-year stay in Louisiana represents a multi-dimensional way to promote tourism in the Coachella Valley, a $1 billion industry, and the newly expanded Palm Springs Convention Center.
By Paula Shugart's tabulations, the pageant brings in:
Two-hundred staff members, with 50 checking into local hotels as early as July 24.
Production expenses, a portion flowing to local vendors, of roughly $1 million and a per diem budget for staff of $100,000.
Roughly 10 family members and friends for each of the 51 contestants over a one-week stay.
A large contingent of young people in a city that works hard to shake any image as a rest stop for the aged.
Live, prime-time coverage on NBC for the Aug. 15 pageant, which includes a seven-minute introduction that showcases Palm Springs.
"The network value of a prime-time spot averages $215,000 for a 30-second spot,'' said Shugart, president of Miss Universe Organization, so one could say the Palm Springs segments have a strong marketing value.
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