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DATE:
SUBMITTED BY:
REQUEST:
Recommendation
CITY OF PALM DESERT
STAFF REPORT
ECONOMIC DEVELOPMENT DEPARTMENT
January 24, 2019
Vanessa Mager, Management Analyst
Approval of the 2019 Coachella Valley Wild Flower Festival
presented by the City of Palm Desert
By Minute Motion, approve:
1. Approval of the Coachella Valley WildFlower Festival scheduled for
Saturday, March 2, 2019 at Civic Center Park;
2. 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 Obiective
Approval of the 2019 Coachella Valley WildFlower Festival 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.
Discussion
The 12th 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 with
live music, Kid's Zone with many activities and vendors/exhibitors showcasing a wide
STAFF REPORT
APPROVAL OF 2019 PALM DESERT WILDFLOWER FESTIVAL
JANUARY 24, 2019
PAGE 2
variety of educational, artistic and useful exhibits. There will also be food onsite for
purchase. Last year's event saw over 2,000 attendees and included about 25 exhibitors
from all over the Coachella Valley.
The 12th annual Coachella Valley WildFlower Festival is scheduled for Saturday, March
2, 2019, from 9 a.m. to 5 p.m. and is organized by the Friends of the Desert Mountains.
In the past the festival has been held at the Santa Rosa & San Jacinto Mountains
National Monument Visitor Center but, due to the government shutdown, they are in
need of a new location. As such, the organizers believe that Civic Center Park would
be a great location. The festival will be completely contained to the Civic Center Park
and there will be no charge for admission to the event. 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 Analvsis
As the Palm Desert First Weekend featured event for the month of March, the City
provides a sponsorship to the Coachella Valley WildFlower Festival in the amount of
$8,000. Due to the continued success of the event and the significant number of
attendees that it draws to Palm Desert, together with the event's First Weekend
featured event status, continued sponsorship for the event was included in the City
sponsorship budget previously approved by the City Council on June 28, 2018.
LEGAL REVIEW
DEPARTMENT
DEPARTMENT
FINANCIAL
CITY
REVIEW
REVIEW
REVIEW
MANAGER
Not Applicable
Sj-
Not Applicable
Robert W.
Thomas Soule
Martin Alvarez
Janet Moore
Hargreaves
Director of
Director of
Director of
Lauri Aylaian
City Attorney
Marketing &
Economic
Finance
City Manager
Tourism
Development
APPLICANT: Friends of the Desert Mountains
Tammy Martin, Executive Director
51500 Highway 74
Palm Desert, CA 92260
ATTACHMENTS: None