View from the Pier

– Craig Woodson 1969 -

Mark and I spent the better part of a few days together in early 2009 as he introduced me to the captivating and quirky environment south of the San Bernardino Mountains. His enthusiasm and zest for the region inspired me to appreciate not only the surroundings but also the fact that he had built a vocation doing something he loved—a power of example for me as someone newly on that path.

I hope you’ll enjoy this conversation with Mark, which offers a glimpse into the high mountains and low desert of Palm Springs, while touching on the joy of being in your element, and twin themes familiar to most travelers—curiosity and risk-taking.

Mark: I went to a college preparatory high school named Lane Technical High School. As a requirement, we had to take drafting. I really enjoyed it and made it a goal to become an architect. I had won several art contests in elementary school so knew had I had a tendency toward the creative.

As a child, I was always drawing and creating things. I had two aunts who were artists and one of them painted cathedrals on canvas. I thought that was quite an accomplishment. When I was about ten years old, I walked five miles through the city of Chicago to watch the construction of the John Hancock Building downtown (at that time, it was slated as the tallest building in the world). I always marveled at the skyscrapers and architecture in Chicago. There were many styles and I liked all of them – from gothic to modern and everything in between.

Meg: Then, as I recall, you spent some time with an aunt who lived near the desert and you fell in love with that particular type of landscape. Can you talk a little bit about the experience and what about that type of environment was so compelling for you?

Mark: After graduating from college, I went to stay with the same aunt who painted cathedrals on canvas. She lived near Marana, Arizona which is outside of Tucson. Her five acre ranch bordered what is now the Saguaro National Park. She was truly a woman way ahead of her time. She was a paleontologist who spoke seven languages and several Native American dialects. She had a special relationship with nature and the land and taught me all about the desert. Coming from a big city, it was all new and exciting for me. I immediately took to the desert and found it fascinating. There was so much life in a place that received very little water. When it did rain, everything popped. Plants would come alive and the wildlife would be moving about. My Aunt and I took several trips to extremely remote areas of the Sonoran Desert and saw things few people ever witness. We saw bleached-out coyote skulls, Gila Monsters, huge jackrabbits, coyotes, tortoises, bighorn sheep, mule deer, and more.

Meg: I think you then made a move out to L. A., and actually worked as a producer for Jane Fonda’s workout videos. What was that experience like? It had to have been fast-paced!

Mark: I moved to Calabasas which is a town just above Malibu in the mountains. I had two roommates – one was an actor and the other roommate owned a vitamin company. Being a creative person, I suggested to my roommate that he develop a video to promote his line of vitamins. He thought it was a great idea and put me in charge of producing and directing it. I was definitely up for the challenge. I knew I had to have a spokesperson so went after the best. I hired Debra Sue Maffett, Miss America 1983, and Dr. Earl Mindell, world-wide best-selling author of the Vitamin Bible and dozens of other books. The video won numerous awards and my career as a Producer/Director was born. I produced dozens of other long-form videos and commercials and won the Best TV Commercial in a large market by the Illinois Broadcasters Association.

It was an exciting profession. I enjoyed having control over the entire production – from casting to final edit. It is very satisfying to see others enjoy the fruits of your labor. Production can be very time consuming but the rewards are well worth it. The long days pay off when you see your work really create results for your clients. It was also a lot of fun to surround myself with creative people and was always a collaborative effort.

Meg: And bring me up-to-date from there, how you came to Palm Springs and founded Elite Tours?

Mark: After “retiring” (one never really retires from anything) from the production world, I wanted to get away from the hustle and bustle of Hollywood. I had spent many weekends in Palm Springs and thought it might be fun to live in a place I enjoyed so much. It was still close to Los Angeles but really another world.

I went with a friend to a job fair at the Palm Springs Convention Center. I noticed a company there that was looking to hire guides to take people out into the desert. Since I had lots of free time, I thought that would be perfect for me since I already had a background in desert ecology from my aunt in Arizona. I took a part-time position with the tour company and really enjoyed it. I liked teaching others all about the local desert. Some of my guests wanted me to show them areas a bit further away but I was limited to the areas that this particular company did their tours. Out of the frustration to take guests further out, I created my own company. I wanted to provide a first-class experience. I had recently traveled to Kenya to do a safari and really learned a lot about how they conduct tours over there. My goal was to have the best vehicles, the best guides, the best locations, and even the best drinks and snacks.

Meg: Were there moments you felt frustration, like it wasn’t going to work? If so, could you describe, and how you dealt with it.

Mark: The process of getting the company up and running was the biggest challenge. Acquiring permits to conduct tours in California is tremendously time-consuming. Pages and pages of documents must be filled out and filed before the first tour can operate. Every entity you deal with requires a permit including the National Park, the National Forest, the Bureau of Land Management, the Public Utilities Commission, and others. It took almost a year to complete the process. It required a lot of patience and perseverance to get it all done. I wouldn’t wish it on my worst enemy.

Meg: What was an early experience that made you feel pretty certain you were “in your element?”

Mark: We knew we were on to something based on the feedback from our guests. Sometimes the compliments we received were even embarrassing. I believe in going above and beyond what the guests expect and with that philosophy we knew we would be okay. Everyone was impressed with our knowledge of the areas we toured. That was very important to me. We also realized that our vehicles were less important and our knowledge was much more important so we pride ourselves in really knowing our tours. We take classes from time to time to keep up with current information.

Meg: Can you talk a little bit about the Palm Springs landscape in a general way, its attractions, its history, its diversity, the kind of people it’s attracted?

Mark: Palm Springs is really a great location for so many wonderful attractions California has to offer. We have incredible mountains – the two tallest peaks in Southern California. We have both a low desert and a high desert. We have nearby National Forests, a national park, and a State Park. We are also just a couple of hours from both Los Angeles and San Diego. And we can’t forget, the largest fault in the Western hemisphere runs right along Palm Springs – the San Andreas Fault. That geological feature in itself is one of the biggest attractions here. The most dramatic part of the 800 mile long fault is where we take our guests on the tour.

Palm Springs has a lot of Hollywood history and an incredible collection of mid-century modern architecture. We also have a lot of Native American history with the Cahuilla and history of early settlers that came to the area. Palm Springs is the second oldest city in the Coachella Valley. It was incorporated in 1938.

Because of our winter temperatures, Palm Springs attracts those fleeing the cold weather in other parts of the country. We also experience a big influx of “snowbirds” from Western Canada. There are many golf courses here which are also a big attraction.

Overall, Palm Springs draws a diverse crowd. We receive guests from Europe, China, Japan, Southern California, the Midwest, the East Coast, and everywhere in between. We have had guests from South Africa, Israel, Iceland, Russia, India, Australia, and many other far-away places.

Meg: Can you discuss the unique flora and fauna of the Palm Springs area?

Mark: The Palm Springs and surrounding areas are very bio-diverse. What I mean by that is that you have plants, animals, insects, reptiles, and birds of two different deserts. The Colorado Desert has its own ecosystem and the Mojave Desert has its own ecosystem. Each one has species unique to the area. The high desert or Mojave Desert is a wetter and cooler desert so has much more vegetation including the famous Joshua Trees. The Low desert or Colorado Desert has less vegetation and is designated by the unusual Ocotillo plant.

As guides, we know what we will find in each desert so it is fun to ask our guests what they think they will see. Guests are always surprised at how much plant life exists in the desert. Many people are under the assumption that the desert is a big wasteland. When they actually see all the life that we point out to them, they are genuinely impressed. On a Joshua Tree Adventure, it is not unusual to see thirty or forty different species of birds and at least four species of lizards. We always see some kind of animal running around out there. There are plenty of white-tailed antelope squirrels and lots of jackrabbits.

Meg: How about the Palm Canyon area—can you describe that?

Mark: Palm Canyon is a true nature lover’s paradise. There is nothing else like it in the U.S. Thousands of California Fan Palms makes their home there. It is a true oasis in the desert. The local Native Americans settled near the oasis since that is where one will find plenty of cool water and much needed shade. They could also use the dead palm fronds from the palm trees to make shelter. These shelters were called a “kish.”

There are many trails in which a visitor can meander through the palm trees and next to a fresh running creek. It is not uncommon to spot a golden eagle here or a collared lizard running on the rocks. Some of the unusual plants include barrel cactus, desert lavender, mesquite, and arrow weed.

Meg: Can you talk a little bit about the landscape of Joshua Tree National Park?

Mark: Joshua Tree National Park encompasses two deserts: the Colorado Desert and the Mojave Desert. A visitor will see Joshua Trees growing only in the Mojave Desert since it receives the right amount of precipitation to allow them to grow. Joshua Trees have been seen in many movies, music videos, commercials, and television shows. Because of their unusual shape, art directors love to put their subjects directly in front of them. In addition to the Joshua Trees, the park is also known for the unusual rock formations. Giant boulders seem to appear out of nowhere. Visitors enjoy photographing them and the park is known for attracting rock climbers from around the world.

Meg: We went on a jaunt together to the Salton Sea–can you describe that area and its history and challenges?

Mark: The Salton Sea is a fascinating place. There are multiple facets to the area. For example, just looking at the history and ecology can be daunting. The fact that it was originally a natural area of flooding which dried up four hundred years ago and then flooded again over a hundred years ago by a break in a levy is amazing. The debate continues whether or not it should be saved or allowed to dry up for good. Now home to over 400 species of birds along the Pacific Flyway, it is hard to see it just vanish without having some unfortunate impact to the entire world. Also, the idea that the Salton Sea sits right alongside the San Andreas Fault is quite fascinating. Giant mud pots and mud volcanoes add to the unusual landscape.

One cannot mention the Salton Sea without mentioning Salvation Mountain. Coined as one of the top 100 roadside attractions in America, Salvation Mountain is the creation of one man, Leonard Knight. He has spent over twenty-five years painting a section of a hillside that can be spotted from miles away. The paint that he uses has been donated to him so is quite colorful. No paint color is turned away. Adobe flowers are created by Leonard slamming his fist into the soft clay. Walking along a yellow painted path takes you high enough to see the Salton Sea which is quite a distance away.

Meg: Can you educate folks who might not be familiar with the San Andreas Fault about that feature of the landscape?

Mark: The most geologically dramatic part of the fault is very close to Palm Springs. The two giant tectonic plates are scraping past each other and grinding up solid rock and turning it into fault gauge. It is really something to see. The best way to describe it is like squeezing an Oreo cookie and watching the cream filling come out. The fault gauge is the cream filling. It is being pushed up about 1 inch per year. Then flood waters have come in and created these magnificent multi-colored canyons. You can see all the different minerals that are pushed out of the crust of the earth. Our tour to the fault actually goes into the crust of the earth. It is fun to tell guests that when they call to inquire about that particular tour.

Meg: Does the San Andreas Fault give you any concern–do you worry about earthquakes?

Mark: I do not worry about earthquakes. In a strange way, I actually enjoy them. As a part of the natural world, earthquakes remind us that the earth is not static. It is in constant motion. It also reminds us how insignificant we are in the larger scheme of things. I am used to earthquakes so that reduces

a lot of the fear. By the time they occur and I realize what is happening, it is usually over. Of course I do not want the so called “Big One” to happen as that may cause insurmountable destruction. The smaller ones are kind of fun to ride out. They are similar to a ride in an amusement park. The rocking, rolling, and swaying remind me of a roller coaster. We recently had one just 28 miles south of Palm Springs and I was on the computer at the time. I was happy to be the first one to report it on our FaceBook page. The amount of comments we received was incredible. I think most people are fascinated by earthquakes and their potential for destruction.

Meg: I understand Elite has opened two new offices—a daring move during tough economic times. Can you describe what the new ventures are?

Mark: We expanded into other areas in Southern California for a couple of reasons. One reason is because our customers asked us. The other reason was my desire to know new areas and see what is there. I enjoy creating new tours that I feel our guests will really enjoy. It also helps to have a large selection of tours so that the guides never get bored. Many tour companies run the same tours and routes over and over again. That is a good way to burn out your guides. With our large selection of tours, the guides experience something new almost daily. They are always excited to find out where they are going next. Variety is truly the spice of life. Many of our guides have been with Elite for years and I think that is because there is always a new tour in the works. If the guide is excited about doing the tour, it is a guarantee the guest will get excited.

Meg: What prompted you to take the initiative at this time?

Mark: With the economy the way it is, it was a good time to expand. We had the time to do the research and create new tours. When the economy bounces back (and it will), we will be ready for it. We will have plenty of exciting adventures to choose from. Whether it is zip-lining, kayaking, whale watching, deep sea fishing, sightseeing, soaring in a glider, taking a ride in a jet fighter, riding in a helicopter over the fault, learning about wind energy, seeing Hollywood up close and personal, or experiencing the ecosystem of our local deserts, there is something for everyone.

Meg: What role would you say that your “gut” or instincts play in undertaking new initiatives or making some of the big changes you’ve made so far in your life?

Mark: I always feel that if I like it, our guests will too. If I get excited about something, they usually will too. So far, my instincts have been pretty good. When I met the woman who conducts the tours at the Deep Space Complex, I was blown away by her knowledge and enthusiasm. Two weeks after meeting her, we created a tour around her. Today, it is one of our best and most popular tours! I think it is very important to trust your instincts.

When I hire tour guides, I always trust my instincts on that too. I can tell by someone’s demeanor if they are going to “fit in” with our company. So far, I have done well with that. Many of my guides have been with me since the beginning. I think you have to go with your instincts on everything that you do. The last thing that you want to do is go against your gut feeling. That is when you can get into trouble.

Meg: Your career has involved being willing to take some risks. Do you know immediately when something strikes you that it’s the way to go, or do you “sleep on it” for a period of time?

Mark: I never “sleep on it”. I always jump right in. When I met my roommate who owned a vitamin company, I knew right away that I could help him by producing a marketing video. When he left for a weekend, I quickly drew up a storyboard so that I could show him what my idea was for the video. When he returned, my storyboard idea worked so well that I became his video director and producer. That project led to many more projects.

I am not really a careful planner. I feel that if my idea does not work, I will learn something from taking the risk anyway. So really there is no way to lose. I take action right away and I do it by putting one foot in front of the other. I immediately start taking steps to reach my ultimate goal. I work very fast. I can get done in one day what usually takes most people seven days. I work hard and I work fast. That has always been my style.

Meg: Has there been a risk you have taken that had a particularly meaningful pay-off, perhaps even one that was unexpected, and if so could you describe?

Mark: Most of my risks, as far as I can remember, paid off in one way or another. Sometimes the pay-off is in financial rewards, and sometimes the pay-off is simply in the satisfaction of knowing that I tried.

While I was producing videos, infomercials, and commercials, I would have time in between projects. I wanted to do something “more” than the typical vacation. I wanted to really immerse myself in a culture – really assimilate into the local community. I thought the best way to do that would be to get a job in another country and work and live like a local. The easiest way I figured I could do that would be to teach English in Mexico. I had heard other from other people that did it that it was a lot of fun. I also knew that I could do it for short periods of time so that I could get back to my production work. Well, the bottom line is that it really became a passion for me and I enjoyed it immensely. There was great satisfaction in watching my students improve and they were very appreciative. I would make learning English fun in the same was we make our tours fun. My classes were very interactive very similar to the way we conduct our tours.

When I starting placing teachers to teach English in Mexico, the pay-off for me was that I had the opportunity to visit so many places in Mexico. In the beginning, I was only placing English teachers in the bigger cities but as my company grew, I was placing teachers throughout Mexico.  It gave me the incredible opportunity to see places I did not even know existed.

With my tour company, the pay-off has been extraordinary. We have won numerous awards both locally, nationally, and internationally. We were voted one of the top attractions by England’s largest travel Magazine, Good Holiday. That is an unexpected reward!

Meg: Another attribute you struck me as having is intense curiosity. Is that something you see in yourself?

Mark: I have always been a curious person. I want to know what is on the other side of that wall or over the top of that hill. It is all about discovering something new. I think that if you look at the same view too long, it will eventually disappear. As humans, we are stimulated by what we see. It could be a palm oasis, a mountain range, a babbling brook, or even a roadrunner carrying a lizard in its beak. I also enjoy learning about new places and knowing the story behind it. The favorite part of my job is research and development. I enjoy creating new tours because I get to see something new and learn all about it. It is my curiosity that has motivated us to create new tours and expand into new areas.

Meg: I’m interested in your observation that “if you look at the same view too long it will disappear.” How do you “keep it fresh?”

Mark: I keep things fresh in many ways. Sometimes I will change the way things are done – usually to streamline the operation. Other times I keep things fresh by adding new adventures. My guides are always kept on their toes because I throw new ideas at them and new tours. That keeps them stimulated and motivated. I will even change the décor of the office to change things up a bit. I really feel it is vital to a company to keep things from getting stale, routine, or mundane. That can create boredom and complacency and that’s when accidents can happen. I never want anyone who works for me to get too comfortable.

I also get it thrown right back at me. My guides will come in with new ideas too. They know that I am open to new ideas and new tours. I would say that 70% of the new tours come from my guides. They like to keep things fresh also.

Meg: I think sometimes people can get and stay “stuck” in a routine. Any particular attitudes/thinking/behaviors that you have come to realize are indicators it’s time for a change?

Mark: I go with my “gut” on this. I can naturally tell when there is a need for change. If any of us at my company start looking bored, it is time to shake things up. You can tell when the guides need something exciting to happen. We are fortunate that something exciting happens almost daily. It might be a sighting on a tour like two rattlesnakes breeding or a hawk trying to capture a jackrabbit with its talons. We also receive many unusual requests from guests and that poses a challenge for a guide which creates something new.

I am astute enough to tell when a guide also needs a break. I will insist they take a couple days off or plan their work schedule so they have to have a couple days off. Then they come back fresh and excited. I think you have to be a good boss and know when your employees are getting into a routine or getting burned out. I usually try to give them different tours too.

Meg: Do you think curiosity and risk-taking are related characteristics and if so/not, how come?

Mark: Yes, I think that curiosity and risk-taking go hand in hand. Part of risk-taking is to be curious about the outcome. If I do “A”, will it result in “B”?

My biggest risk to date has been purchasing five Hummers even before our first tour ever went out. I had a very good feeling that the idea of taking people in a luxury vehicle into remote areas of the desert would work. People like to see beautiful areas but they don’t want to get bumped around doing it. My curiosity to explore remote areas motivated me to share those areas with others…which created a lot of risk-taking on my part.

Meg: What do you see as the benefits of spending time out-of-doors being to us humans?

Mark: There are many benefits for us as humans to spend time outdoors. It keeps us in touch with nature. It allows our imaginations to be set free. The outdoors takes us back to our roots – to our ancestors who spent a lot more time outdoors than we do. It is necessary for our survival. Man cannot survive alone in front of a computer. I know that when I spend time outside I feel renewed, rejuvenated, and revived. If I spend too much time inside, it becomes unnatural and my body craves a natural setting. There is nothing like walking along the beach or through a tree-lined forest. The smells, sounds, and sights are what remind us that we are alive and part of this world we live in. Nothing can replace the natural world. It is truly the divine order of things.

For more images of the Palm Springs area, see Travel Photos