HomeMy WebLinkAbout2019 Holidaze at The Gardens on El PaseoSTAFF REPORT
CITY OF PALM DESERT
ECONOMIC DEVELOPMENT DEPARTMENT
MEETING DATE: September 12, 2019
PREPARED BY: Vanessa Mager, Management Analyst
REQUEST: Approval of 2019 Holidaze at the Gardens on El Paseo Event
Recommendation
By Minute Motion, approve the following:
1. Holidaze at the Gardens on El Paseo event scheduled for Saturday, December 7,
2019;
2. Road closure plan on El Paseo from San Pablo Avenue to Larkspur Lane and
Larkspur Lane to Shadow Mountain Drive; and
3. Consumption of alcoholic beverages on City -owned property pursuant to Palm
Desert Municipal Code 9.58.040.
Strateqic Plan Obiective
Approval of the 2019 Holidaze at the Gardens on El Paseo event would help address the
following priorities as specified in the 2013-2033 Strategic Plan, Envision Palm Desert —
Forward Together.
— 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
Tony Marchese of AC3 and Warren Jones of The Jones Group are teaming up to create a
new holiday event on El Paseo to be held on Saturday, December 7, 2019. The event will
take place on El Paseo from San Pablo Avenue to Larkspur Lane and Larkspur Lane from
El Paseo to Shadow Mountain Drive. The event will be from 6pm to 12am and would be a
ticketed event with a portion of the ticket sales being donated to local charities such as
Sacred Heart, United Way of the Desert and Desert Cancer Foundation, just to name a few.
The event will include restaurant areas, specialty bars, tree and Menorah lighting, live
entertainment, a Ferris wheel, ice rink, tethered hot air balloon rides and more.
Event producers are anticipating an attendance of 2,000 to 2,500 for the first year with plans
to make this an annual event, growing in attendance each year. Producers are seeking a full
road closure of El Paseo from San Pablo Avenue to Larkspur Lane and Larkspur Lane to
September 12, 2019
Approval of 2019 Holidaze at the Gardens on El Paseo Event
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Shadow Mountain Drive during the event. As a refresher, at its meeting of April 25, 2013,
City Council approved a total of six events that require road closures on El Paseo annually
and this event is not part of the current approved events. City Council did ask that if an
exceptional event proposal was presented to staff which could have a significant revenue
generating aspect to the City that such proposal would be brought before City Council for
consideration. Based on the proposal submitted by the producers, Staff believes this event
should be considered.
Upon City Council approval, staff will work with the producer and other City departments to
ensure that an adequate traffic control plan is in place prior to the event and that advance
notification is given to residents within 300 feet of the event area. Staff will require the event
producers to notify all affected businesses along the street and if, for any reason, concerns
arise with the merchants the producer will be required to mitigate. Additionally, staff will
ensure that sufficient police services are provided (at the cost of the producer) and that all
insurance, inspections, and permits are in place (i.e. encroachment, wide -load, ABC, etc.).
Fiscal Analvsis
There is no direct fiscal impact to the City associated with this request. Tony Marchese and
The Jones Group will be responsible for all costs related to the event.
Indirect impacts are anticipated in the form of increase sales tax.
LEGAL DEPARTMENT DEPARTMENT DEPARTMENT FINANCIAL ASSISTANT
REVIEW REVIEW REVIEW REVIEW REVIEW CITY
MANAGER
N/A _(;_1
Thomas Soule Martin Alvarez
Robert W. Tourism and Director of
Hargreaves Marketing Economic
City Attorney Manager Development
City Manager Lauri Aylaian:
APPLICANT: AC3
Tony Marchese
45350 Larkspur Lane
Palm Desert, CA 92260
ATTACHMENTS: None
N/A
N/A
Janet M. Andy
Tom Garcia Moore Firestine
Director of Director of Assistant City
Public Works Finance Manager