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HomeMy WebLinkAboutEl Paseo Cruise Night - 03-08-2020')�LN STAFF REPORT CITY OF PALM DESERT ECONOMIC DEVELOPMENT DEPARTMENT MEETING DATE: December 12, 2019 PREPARED BY: Vanessa Mager, Management Analyst REQUEST: Approval of the El Paseo Cruise Night event Recommendation By Minute Motion, approve the following: 1. El Paseo Cruise event in front of The Gardens on El Paseo scheduled for Sunday, March 8, 2020; and 2. Road closure on El Paseo from San Pablo Avenue to Larkspur Lane. Committee/Commission Recommendation At its regular meeting on October 24, 2019, the El Paseo Parking and Business Improvement District (EPPBID) Board of Directors voted unanimously to recommend to the City Council approval of a new El Paseo Cruise Night event, including the closure of El Paseo from San Pablo to Larkspur. Strateqic Plan Obiective Approval of the El Paseo Cruise 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 Jerry Martin, from El Paseo Cruise Night, would like to create a brand new event, El Paseo Cruise. This event is to be held on Sunday, March 8, 2020 in front of The Gardens on El Paseo. The event will showcase vintage cars lined up along El Paseo between San Pablo and Larkspur Lane. Cars will be ready for public viewing from 12:30 p.m. to 4 p.m. and the event would include announcements and background music for the public to enjoy as they view the cars. The event is free to the public, but there is a minimal fee to the car owners to join. A portion of the money raised from the car owners will benefit the Desert Cancer Foundation. December 12, 2019 Approval of the El Paseo Cruise Night event Page 2 of 2 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. Staff will require that the event producers notify all affected businesses along the street. Additionally, staff will ensure that sufficient police services are provided, if needed (at the cost of the producer) and that all insurance, inspections, and permits are in place. Fiscal Analvsis There is no direct fiscal impact to the City associated with this request. Jerry Martin and El Paseo Cruise Night will be responsible for all costs related to the event. Indirect impacts are anticipated in the form of increase sales tax. APPLICANT: El Paseo Cruise Night Jerry Martin P.O. Box 2749 Palm Desert, CA 92261 ATTACHMENTS: Minutes from the October 24, 2019, EPPBID Committee Meeting LEGAL REVIEW N/A DEPARTMENT DEPARTMENT DEPARTMENT FINANCIAL REVIEW REVIEW REVIEW REVIEW Thomas Soule Martin Alvarez Robert W. Tourism and Director of Tom Garcia Hargreaves Marketing Economic Director of City Attorney Manager Development Public Works City Manager, Lauri Aylaiarr,�' N/A Janet M. Moore Director of Finance ASSISTANT CITY MANAGER N �-.U. i L Awdy R •estine Assistant City Manager CITY OF PALM DESERT EL PASEO PARKING AND BUSINESS IMPROVEMENT DISTRICT AGENDA THURSDAY, OCTOBER 24, 2019 — 8:00 A.M. NORTH WING CONFERENCE ROOM 73-510 FRED WARING DRIVE, PALM DESERT, CA 92260 I. CALL TO ORDER Chairman Klein called the meeting to order at 8:04 am. II. ROLL CALL Present: Christine Stein David Fletcher Elyssa Goldberg Patrick Klein Sonia Campbell Susan Stauber Citv of Palm Desert Staff Present: Brianne Lawson, Recording Secretary, Office Specialist II, HR Kevin Swartz, Associate Planner, Community Development Ryan Stendell, Director, Community Development Deborah Schwartz Glickman, Business Advocate, Economic Development Wayne Olson, Sr. Development Analyst, Economic Development Vanessa Mager, Special Events Manager, Economic Development Thomas Soule, Tourism & Marketing Manager, Economic Development Also Present: Councilmember Jan Harnik, City of Palm Desert Lisa Barbato, FG Creative Stephanie Greene, FG Creative Jim Doyle, Palm Spring Life Michael Mathews, Palm Springs Life Paul Reulbach, Palm Springs Life Tony Marchese, AC3 Restaurant Karna Valen, Melissa Morgan Fine Art Sat Singh Panesar, Sensi Media Group Samuel Heaton, Coda Gallery Page 1 of 4 Also Present: (Cont.) Jerry Martin, El Paseo Cruise Night Craig Korthase, Palm Springs Cruising Association III. CONSENT ITEMS A. Approval of the Minutes from September 19, 2019 Board of Directors Meeting. B. Approval of Financial Statements ending September 30, 2019. Rec: Approved Mr. Klein asked for a motion to approve the Consent Items. A motion was made by Campbell and seconded by Fletcher to accept and approve. Motion was passed with a 6-0 vote; with Stein, Stauber, Fletcher, Goldberg, Klein and Campbell voting in favor. None against. IV. CITY UPDATES A. Balloon Usage on El Paseo Kevin Swartz presented to the Board a synopsis of the lapsed Balloon Ordinance on El Paseo, in the interest of presenting a recommendation to City Council for a permanent ordinance, per Council request. Discussion ensued with questions from the Board fielded by Mr. Swartz and a collaborative dialog amongst all participants. The Board recommended that the ordinance be adopted by the City permanently, modified to remove the first three provisions of the temporary ordinance. B. El Paseo Update Mr. Swartz provided an update on the demonstration project on El Paseo, and discussion ensued regarding the raised crosswalks, painted crosswalks and bulb outs. V. PARTNERS A. Proposed Event on El Paseo—Jerry Martin Jerry Martin gave an update on El Paseo Cruise Night, which is going into its eighth season. Mr. Martin sought the endorsement of the Board for a new exhibition of classic cars on El Paseo, proposed for March 7, 2020, in which El Paseo would be closed off from 4 a.m. — 4 p.m. between Larkspur and San Pablo. Discussion ensued regarding various options for closing the street while accommodating traffic. Stephanie Greene mentioned that March 7 is the same date as the Wildflower Festival. Board consensus was that Sunday would be much preferable. Mr. Martin agreed that Sunday, March 8, would be an acceptable date for the exhibition. Page 2 of 4 B. Palm Springs Life Update i. Catalog/Directory ii. Palm Desert Food & Wine Michael Matthews gave an update on The Taste of El Paseo, which is a progressive dining event concept to take place on the street on Dec. 3, 2019 that will help promote the Palm Desert Food & Wine Festival. In addition to the progressive dinner, there will be a contest element. The winner, selected at random from entrants who submit their email addresses, will win a two-day dining experience in New York City, with flights provided by Jet Blue. The emails database generated by the contest will be shared with the EPPBID. Ticket sales for Palm Desert Food & Wine are more than 100% ahead of where they were at this time last year. VI. NEW BUSINESS A. FG Creative: Marketing Reports September Marketinq Report & Instagram Report — Ms. Greene presented the marketing report that had been sent out to the members prior to the meeting. PS September Recap Report— Ms. Greene handed the presentation over to Jim Doyle of Palm Spring Life. Mr. Doyle presented the catalogue, directory and website reports that had been sent out to the members prior to the meeting, particularly mentioning how well the Programmatic digital program and website have performed. Discussion Ensued. B. Events Golf Cart Parade — Ms. Greene reminded the Board that the Golf Cart Parade was coming up the Sunday following the meeting. Merchant Relations, Fall Merchant Meetinq — Ms. Greene mentioned that Hotel Paseo generously sponsored this event, hosting it in the ballroom. Holidaze — This new event was announced, and Tony Marchese described the event and let the Board know that sponsorship opportunities were available. Holidaze was slated for Dec. 7, 2019. C. Advertising Brandinq Campaiqn Update on Final Desiqn Direction — Ms. Greene presented the final design direction for the new ad campaign, which was devised in collaboration with the Palm Springs Life team. Each month of the season will feature a different hero image for the ad, which will carry Page 3 of 4 over into the website for continuity and brand cohesion. The new ad design features minimal copy, driving potential customers to the website to experience the look book and an El Paseo video. The Board expressed support for this finalized direction of the new campaign. Courtesv Cart Proaram — Ms. Greene reminded the Board that the budget includes funds for street decals that alert consumers to the Courtesy Cart program. She also informed the board that there will be a new app that lets riders know where the carts are at any given time. She suggested adding a QR code to the decals for easy downloading, with a modification to the language that would include information about the app. Discussion ensued, and the Board approved this change to the decal design. D. Partnerships Ms. Greene gave an update on the status of several partnerships. The CVB agreement is finished and includes an expanded El Paseo presence on the CVB website. A new program the CVB is offering is the Certified Travel Ambassador (CTA) program. The CVB has agreed to provide a CTA class for the Board as part of the EPPBID agreement with the CVB. Discussion ensued regarding scheduling the training, with a tentative agreement on Dec. 5 from 8 a.m. to noon. VII. ORAL COMMUNICATIONS Vill. REMARKS A. City of Palm Desert Councilmember Jan Harnik, Citv of Palm Desert — Councilmember Harnik encouraged the Board to be positive regarding the El Paseo demonstration project. B. Board Members Elvssa Goldbera, BG's on El Paseo — Ms. Goldberg on behalf of the Desert Cancer Foundation thanked all the merchants who participated in Paint El Paseo Pink, which was once again very successful. Patrick Klein, The Gardens on El Paseo — Mentioned security concerns on the street with recent incidents at Louis Vuitton, Saks Fifth Avenue and Tommy Bahamas. Mr. Klein reached out to the sergeant with the EPPBID team to discuss these concerns. All concerns of suspicious activity should be reported to law enforcement. IX. NEXT MEETING: Confirm November 21, 2019 X. ADJOURNMENT Page 4 of 4