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Home My WebLink About2020 CV Wildflower Festival & 5K 03/07/2020MEETING DATE PREPARED BY REQUEST Recommendation STAFF REPORT CITY OF PALM DESERT ECONOMIC DEVELOPMENT DEPARTMENT February 13, 2020 Vanessa Mager, Management Analyst Approval of the 2020 Coachella Valley Wildflower Festival & 5K presented by the City of Palm Desert By Minute Motion: 1. Approval of the Coachella Valley Wildflower Festival & 5K scheduled for Saturday, March 7, 2020 at Civic Center Park; 2. Proposed event route and road closures; and 3. Temporary waiver of Palm Desert Municipal Code (PDMC) sections: a. 11.01.20 (Hours of Use in City Parks); b. 11.01.140 (Amplified Sound in City Parks); c. 11.01.080.0 (Placement of Advertising Signage in City Parks); d. 11.01.080 Q (Vendor Sales in City Parks); and e. 11.01.080 W (Possession/Consumption of Alcohol in City Parks) pursuant to PDMC 9.58.040. Strateqic Plan Approval of the 2020 Coachella Valley Wildflower Festival & 5K in Civic Center Park would help address the following priorities outlined in the 2013-2033 Strategic Plan, Envision Palm Desert — Forward Together. Parks and Recreation Priority 3: Make recreational and exercise opportunities available in all public spaces. Economic Development Priority 3: Create and attract entertainment and events to enhance and expand the Palm Desert economy and lifestyle. Tourism and Marketing Priority 2: Grow existing events and develop new events to enhance the desirability of Palm Desert as a year round destination. Background Analysis The 13th Annual Coachella Valley Wildflower Festival is a FREE community event which provides fun for the whole family, while promoting environmental stewardship, land conservancy, and appreciation for our desert mountains. The festival has a variety of exciting activities, including a climbing wall, a 5K run/walk, beer and wine garden, food February 13, 2020 - Staff Report Approval of the 2020 Coachella Valley Wildflower Festival & 5K presented by the City of Palm Desert Page 2 of 3 trucks, live music, Kid's Zone with many activities and vendors/exhibitors showcasing a wide variety of educational, artistic and useful exhibits. Last year's event was held for the first time at the Civic Center Park and the event saw an enormous increase in attendance with over 3,000 attendees. Due to the success of last year's event, the City of Palm Desert has decided to partner with the Wildflower Festival and include the Palm Desert Safety Fair & Expo. As the festival attendance has grown, so does the participation in the 5K run/walk. This year the Friends of the Desert Mountains are requesting to expand their 5K route from Civic Center Park to San Pablo and Magnesia Falls. The new proposed 5K route will begin and end in Civic Center Park and would include the use of Magnesia Falls Drive between the entrance to the Palm Desert Aquatic Center and Monterey Avenue, and San Pablo Avenue from Magnesia Falls to Fred Waring Drive. Police have been advised of this propose route and have agreed that services are not required for this event, as there is no traffic control needed. However, the Palm Desert Citizens on Patrol (COPS) volunteers will be utilized along the course to help. Upon approval of the 2020 event, staff will work with the event producer and the police and fire departments to ensure that an appropriate level of traffic control and public safety services are planned for the event. In addition, staff will work with appropriate City departments to ensure approval of a finalized traffic control plan. In order to ensure that roads open in a timely manner, traffic control cleanup will follow the last participant along the route. Since this is a Frist Weekend and City sponsored event, staff will be taking the lead on working with Friends of the Desert Mountains to ensure that organizers receive all the assistance they need. Fiscal Analysis Sponsorship funding in the amount of $10,000 for the 2020 Coachella Valley Wildflower Festival & 5K event was approved by City Council on June 27, 2019, and included in the FY 2019/20 Budget. An additional $5,000 from the Marketing Budget Account No. 1104417-4309000 has been approved to assist with marketing the Palm Desert Safety Fair & Expo. February 13, 2020 - Staff Report Approval of the 2020 Coachella Valley Wildflower Festival & 5K presented by the City of Palm Desert Page 3 of 3 LEGAL DEPT. DEPT. DEPT. FINANCIAL ASSISTANT REVIEW REVIEW REVIEW REVIEW REVIEW CITY MANAGER NSA -C Robert W. Thomas Soule Martin Tom Janet M. A y Firestine Hargreaves Marketing & Alvarez Garcia Moore A istant City City Tourism Director of Director of Director of Manager Attorney Manager Economic Public Finance Development Works City Manager Lauri Aylaian: APPLICANT: Friends of the Desert Mountains Tammy Martin, Executive Director 51500 Highway 74 Palm Desert, CA 92260 ATTACHMENTS: Proposed Route mo o o Alp 0 FF CD C 1 Dom• i 0y rD w ID 144 �I A r1 or Oki TI e � r6 + � • ! rr c? . ii:,.i'� „roar �► i L 'F CD - � t;# ,i �,j m}C� v ran t$'s;�'!w',�+� f• a gjJm goo 4%;4 ". �Zi * � ■ r, • $r`�. �$�+tom • �' � w 0 s ...rm Gjw u t I AV!.