Aftab Dada, chairman of P.S. Resorts and general manager of the Palm Springs Hilton hotel, received the 365th Golden Palm Star on The Palm Springs Walk of Stars during a star dedication ceremony on Thursday March 27, 2014. The star is located at 256 South Palm Canyon Drive (in front of Pomme Frite restaurant).
Aftab Dada has been an important leader in developing close ties between the hospitality community and city officials in Palm Springs and with business leaders throughout entire Coachella Valley. He arrived in Palm Springs in 1989, and as general manager of the Palm Springs Hilton he oversaw the property’s transition into the first full-service Hilton in the Valley. Dada has been involved in civic activities since his arrival. In 2002, he led the charge to expand the $40 million Palm Springs Convention Center in order to attract larger conventions by building support within the community to increase the Transient Occupancy Tax twice to fund construction. In 2010/2011, he took a leadership role in the successful fight against the proposed Whitewater Jail, and in 2011, Dada had a significant role in the passing of Measure J, the 1% increase in sales tax for the City of Palm Springs that will raise over $200 million over 25 years.
Dada’s leadership roles on civic and business boards and committees are extensive and include:
• Chairman, P.S. Resorts
• Chairman, PS General Managers’ (hoteliers’) weekly forum to discuss tourism issues and challenges
• Board member (since 2003), Hospitality Industry and Business Council, has also served as treasurer and executive board member
• Board member, PS Chamber of Commerce
• Board member (since 2011), CVSPIN, Promoter of the Tour De Palm Springs annual Bike Race, and has also been its treasurer. This non-profit organization has raised more than $225,000, to local charities
• Board member (since 2003), PS Hospitality Association, and also served as treasurer
• Commissioner (since 2012), Measure J Committee, appointed by Palm Springs Council
He was named Businessman of the Year 2011 by the PS Chamber of Commerce.
Dada was the leader in establishing P.S. Resorts in conjunction with Palm Springs city leaders. P.S. Resorts is the non-profit association of hotels that is responsible for attracting visitors to Palm Springs with events and attractions. Their very first project was bringing the sculpture, Forever Marilyn, to Palm Springs which has become a destination for visitors from around the world and a source of countless and valuable positive publicity for Palm Springs.
Dada’s ties to Palm Springs are legendary: following a meeting with Mayor Sonny Bono, Aftab reached out to city leaders and fellow hotel general managers to create what is now a weekly GM’s breakfast meeting where the efforts and ideas of the GPSCVB, City of Palm Springs, Palm Springs Convention Center, Palm Springs Bureau of Tourism, and fellow hospitality leaders are discussed and shared.
“I am humbled and extremely honored to be awarded a star from the Palm Springs Walk of Stars,” said Dada. “Palm Springs has always held a very special place in my heart and I’m very proud to have contributed to its growth and success over the years. Thank you Palm Springs Walk of Stars!”
Photography by Pat Krause