PALM SPRINGS – Ross Mathews, a popular TV personality and pop culture expert, is the celebrity ambassador in a new Palm Springs Bureau of Tourism campaign called, “Uniquely Palm Springs.”

Mathews, a series regular judge on VH1’s Emmy winning, “Ru Paul’s Drag Race,” is a board member of the Palm Springs Chamber of Commerce and a part-time resident of Palm Springs.

“Palm Springs has always held a special place in my heart and I’m thrilled to be working with the city to help spread the word that Palm Springs is unique and one of the best places in the world to visit and live,” Mathews said in a prepared statement.

Of the 700 stay, play, dine, and shop businesses in Palm Springs, most are locally owned and operated, according to Randy Garner, public relations manager for the Palm Springs Bureau of Tourism.

“It’s these locally owned businesses that remain our core and provide special experiences to our visitors and residents, and what makes Palm Springs unique and like no place else,” Mary Jo Ginther, director of tourism, said in a prepared statement.

The “Uniquely Palm Springs” campaign highlights local business owners through curated stories and interviews. Participants are able to learn about small business owners as they tell their unique stories by clicking here. Then they can enter to win a weekly contest by simply answering a few of fun facts. Highlighted businesses will change weekly.

“Uniquely Palm Springs” runs now through July 27.

Mathews also hosts ‘Cocktails, Classics and Convos” every Saturday night on MOD FM. He can be heard weekly on his top rated podcast “Straight Talk with Ross” where he gives his hilarious take on the latest entertainment news and gossip. Mathews is the author of “Man Up: Tales of My Delusional Self-Confidence” which quickly became a national bestseller.

Mathews shares his time in Los Angeles and in Palm Springs.