HomeMy WebLinkAboutSponsor - DWGR - 20th Anniversary CelebrationCITY OF PALM DESERT
SPECIAL PROGRAMS DEPARTMENT
STAFF REPORT
REQUEST: APPROVE CITY SPONSORSHIP FOR DESERT WILLOW'S 20TH
ANNIVERSARY CELEBRATION
SUBMITTED BY: Thomas Soule, Tourism and Marketing Manager
Amy Lawrence, Management Analyst
DATE: March 9, 2017
Recommendation
By Minute Motion,
1. Approve sponsorship in the amount of $15,000 for Desert Willow Golf Resort's 201'
Anniversary Celebration as May's featured First Weekend event;
2. Authorize expenditure in the amount of $10,000 payable to Desert Willow from Account
No. 1104417-4322100 (Advertising Media Buys); and
3. Authorize expenditure in the amount of $5,000 payable to Desert Willow from Account
No. 1104416-4306101 (City -Produced Events).
Strategic Plan Objective
Approval of a sponsorship for Desert Willow's 20th Anniversary Celebration would help address
the following Economic Development and Tourism and Marketing priorities as specified in the
Envision Palm Desert strategic plan:
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.
Executive Summary
In honor of Desert Willow Golf Resort's 20th Anniversary, the Resort's staff is planning a "Palm
Desert Resident Appreciation Day" scheduled for Sunday, May 7, 2017. Upon learning that the
event was scheduled to take place the first weekend in May, City staff identified an opportunity
to leverage existing special event and marketing funds to enhance the event and feature it as
part of the City's May First Weekend programming. The concept for the anniversary celebration
includes a daytime golf event and an evening concert and reception. The requested funding for
the event will allow for an enhanced experience for residents and visitors with upgraded
entertainment that showcases Desert Willow Golf Resort as one of the City's premier amenities.
Funds in the amount of $10,000 are available in the Advertising Media Buys account as part of
the City's co-op program, and have been previously earmarked specifically for use with Desert
Willow. Additional funds in the amount of $5,000 are available in the City -Produced Events
account as a result of savings from the City's 2016 Independence Day Celebration.
Discussion
Desert Willow staff is planning to celebrate Desert Willow Golf Resort's 20th Anniversary with a
"Palm Desert Resident Appreciation Day." The celebration, which if sponsored by the City would
serve as the final featured event for the current First Weekend season, would consist of back to
back events scheduled for Sunday, May 7, 2017. Below are preliminary details of each event:
STAFF REPORT
CITY SPONSORSHIP FOR DESERT WILLOW'S 20TH ANNIVERSARY CELEBRATION
MARCH 9, 2017
PAGE 2
Resident Appreciation Golf Event
Kick off at 9 a.m. (Shotgun)
Free -of -charge
Individual play
Open to all Palm Desert Resident Golf Card holders (limited to the first 144 players)
Hole -in -One and Closest to the Pin competitions
Possible raffle prizes
Free 20`h Anniversary commemorative gift
Twenty percent off merchandise in Pro Shop
Community Concert and Reception
From 6 p.m. to 9 p.m.
Free -of -charge
Open to the public (not limited to Palm Desert residents)
Limited to first 500 attendees with advance reservation (will accommodate up to 750)
Cocktail style reception with passed hors d'oeuvres and cash bar
Open house style event with limited seating — designed as a stand-up mixer
Live music (upgraded entertainment to be determined)
Gift bag for all attendees
Twenty percent off merchandise in Pro Shop
Fiscal Analysis
Given the importance of Desert Willow Golf Resort to the City and the opportunity presented by
the Resort's 20th Anniversary to market it to the public, staff recommends sponsorship in the
amount of $15,000 payable to Desert Willow to assist with the 20`h Anniversary Celebration.
Funds in the amount of $10,000 are available Account No. 1104417-4322100 (Advertising
Media Buys) as part of the City's co-op program, and have been previously earmarked
specifically for use with Desert Willow. Additional funds in the amount of $5,000 are available in
Account No. 1104416-4306101 (City -Produced Events) due to savings from the 2016 City's
Independence Day Celebration.
Submitted By:
Thomas Soule
Tour. m and Marketing Manager
my Larice
Management Analyst
Approved:
Le6riyl is an
City Manager
Reviewed:
Martin Alvarez
Director of Econojic Development
/
Franki Riddle
Directo f Special Programs
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Jam( Moore
Director of Finance
Rudy Aa6sta
Assistant City Manager