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HomeMy WebLinkAboutMinutes - Marketing Committee 11/17/201503 PALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, November 17, 2015 — 2 p.m. Administrative Conference Room I. CALL TO ORDER Rolf Hoehn called the meeting to order at 2:05 p.m. II. ROLL CALL Members Present: Arlene Amick Franchesca Forrer Rolf Hoehn, Chair Mahasti Islami Theresa Maggio, Vice -Chair Bruce Nation Jeffrey Norman Ray Rodriguez Members Absent: Emily Bird-Hrivnak Kerry Graves Staff /Others Present: Donna Gomez, Tourism & Marketing Manager Martin Alvarez, Economic Development Director David Hermann, Management Analyst Ruth Ann Moore, Economic Development Manager Barbara Blythe, Tourism & Marketing Specialist Jane Stanley, Recording Secretary III. ORAL COMMUNICATIONS Mayor Susan Marie Weber said it was a pleasure to hand out "Thank You" cards to each Committee member. On behalf of the City Council she thanked each for their service to the City of Palm Desert stating that every member brings a profound knowledge by their experience. It is exciting that the contributions they are making now will have a huge impact in the future. Jeffrey Norman moved, by Minute Motion, to add an item to the agenda: Consideration of moving the meeting time for the Marketing Committee meetings. The motion was seconded by Ray Rodriguez and carried by an 8-0-2 vote. (AYES: Amick, Forrer, Maggio, Nation, Norman, Islami, Rodriguez and Hoehn; NOES: None; ABSENT: Bird- Hrivnak and Graves) APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 17, 2015 IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF OCTOBER 20, 2015. Theresa Maggio moved, by Minute Motion, to approve the minutes of the October 20, 2015, meeting as presented. The motion was seconded by Bruce Nation and carried by an 8-0-2 vote. (AYES: Amick, Forrer, Maggio, Nation, Norman, Islami, Rodriguez and Hoehn; NOES: None, ABSENT: Bird-Hrivnak and Graves) V. CONSENT ITEMS HELD OVER None VI. NEW BUSINESS A. REQUEST FOR SPONSORSHIP OF 2016 AMERICAN DOCUMENTARY FILM FESTIVAL Donna Gomez distributed supplemental information besides what was included in the agenda packet. She then introduced Michael Green and Debbi Hinton representing the American Documentary Film Festival (AmDocs). Mr. Green stated that the supplemental information outlines the benefits offered to the City in addition to the basic benefits of the premiere level sponsorship, which is $20,000. Among other things, this sponsorship would allow the festival to grow from a six -day event in March to monthly events in Palm Desert during the year. AmDocs is one of the programs of the Palm Springs Cultural Center. This event could grow into a long-term ongoing program identified with Palm Desert. In 2016 there will be screenings in only two places; the Camelot Theatres in Palm Springs and the Oliphant Theater in Palm Desert. 2016 will be the third year of screenings in Palm Desert. The decision was made to focus efforts on Palm Springs and Palm Desert. AmDocs is requesting an annual commitment at the premiere level of sponsorship. Debbi Hinton then detailed the additional benefits of the premiere sponsorship as outlined in the proposal. She stated that this would be more of a partnership and the City would be the only premiere sponsor. They would like to establish a relationship with one of the local hotels and having the City as a sponsor would be helpful in that. Mr. Green added that the Cultural Center's mission is to bring content valley -wide. AmDocs currently has an educational component with Palm Springs Unified School District, and they are hoping to expand it to Desert Sands Unified School District. They provide a library of documentary films that teachers can use in the classroom. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 17, 2015 Responding to question, Ms. Gomez said staff has not had an opportunity to review the additional information yet, so staff recommendation has not taken into consideration the new information. Her staff report notes that last year the City sponsored the festival at $2,500. It is a growing program that is obviously valuable to the community. We would like to support it but need to see incremental growth. They have offered a lot to be a premiere sponsor and there is a place for the City to be a strong partner. She feels there needs to be additional discussion regarding the partnership and how it can grow incrementally into a signature event for Palm Desert, taking into consideration additional hotel rooms and the City's return on investment. Ray Rodriguez asked questions regarding anticipated attendance. Ms. Hinton said last year there were 20 screenings in Palm Desert, accounting for 10-15% of attendees. Tracking by zip codes will be available this year. Two types of passes are sold: all -access passes and 6-for-5 passes, which makes it hard to track actual attendance. The festival's overall budget is $175,000 made up by fees to the filmmakers, ticketing, sponsors and grants. There are a growing number of filmmakers from around the world who attend and who have never been to the desert. The challenge for screening locations is the cost and is the festival's single largest expense. Ms. Forrer offered to assist in approaching the mall's theater owner. Ray Rodriguez moved, by Minute Motion, to support sponsorship of the 2016 American Documentary Film Festival at the $5,000 level. The motion was seconded by Franchesca Forrer and carried by an 8-0-2 vote. (AYES: Amick, Forrer, Maggio, Nation, Norman, Islami, Rodriguez and Hoehn; NOES: None; ABSENT: Bird-Hrivnak and Graves) B. REVIEW OF PUBLIC RELATIONS PROGRAM Ms. Gomez reminded the Committee of its past support to reinstitute a PR Program. During last year's budget process she had prepared a white paper on the subject, which the City Council supported. She had challenged H&L Partners to come up with a program and she distributed the first piece of what they have recommended. We are far into the planning process of this because we didn't want to delay. The biggest piece is a media tour, which will consist of eight to ten writers from various publications such as newspaper, magazines and bloggers. Additional funding will be spent after the media tour on follow-up and identifying new media partners. It will be an ongoing program. The JW Marriott is willing to house the media the first weekend in February when there will be First Weekend activities as well as other exciting activities. The City has supported the CVB with its media tours and this will be the first time the City has done one on its own with the help of H&L's experts. Geiger and 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 17, 2015 Associates will make the initial contacts with the media, and then Heather from H&L will conduct the tour and run the program. In response to Arlene Amick's question, February was chosen so stories would be seen as soon as possible, and it's a great time of year for them to be here. There will be good tracking of the articles. Mr. Hoehn noted that in their document there isn't a target date for delivery of results and he recommended giving H&L a timeline for results, reporting the impact and any positive response to the media. Ms. Gomez replied that as part of the overall program there should be monthly reports. Mr. Hoehn also suggested setting a goal to select media that will not take a long time to publish. In view of the late timing, Mr. Rodriguez suggested that for the first year newsprint or where there is a quick turnaround be targeted. Mr. Norman said it also depends on what the City will do with the content so that it won't lose value. Repurposing on social media or reprints can be done any time of year. Ms. Forrer added that content will have digital value even if there isn't anything in print this season. Mr. Nation recommended inviting writers back if we like what they write, perhaps to Fashion Week. Mr. Rodriguez said November of next year would also be good. Theresa Maggio proposed making a "wish list" in order to push the 2-hour drive market more than anything. Mr. Rodriguez agreed and said the drive market should be the focus of this year. Rolf Hoehn moved, by Minute Motion, to endorse the Public Relations Program as presented including input and recommendations made by the Marketing Committee. The motion was seconded by Jeffrey Norman and carried by an 8-0-2 vote. (AYES: Amick, Forrer, Maggio, Nation, Norman, Islami, Rodriguez and Hoehn; NOES: None; ABSENT: Bird-Hrivnak and Graves) C. CONSIDERATION OF CHANGING MARKETING COMMITTEE MEETING TIME Mr. Hoehn began by saying Councilwoman Harnik has made this request because she now has a permanent conflict with another Committee meeting at 2:00. She asked if the Marketing Committee could meet at 4:00 instead of 2:00. After discussion the Committee agreed to try if for a while. Rolf Hoehn moved, by Minute Motion, to change the time of the monthly Palm Desert Marketing Committee meeting to 4:00 p.m. on the third Tuesday. The motion was 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 17, 2015 seconded by Mahasti Islami and carried by an 8-0-2 vote. (AYES: Amick, Forrer, Maggio, Nation, Norman, Islami, Rodriguez and Hoehn; NOES: None; ABSENT: Bird- Hrivnak and Graves) Ms. Gomez added that it will be staffs goal to keep the meeting to one hour. VII. CONTINUED BUSINESS None VIII. OLD BUSINESS None IX. REPORTS FROM CITY COUNCIL LIAISONS None X. REPORTS AND REMARKS A. Chair Mr. Hoehn provided an update for the IW Tennis Garden improvements. Work is being done to allow the cameras to have different positions, add champion's boxes and lounge, change out all the seats, and remove railings. Work should be done by February 15th, in time for the beginning of the BNP Paribas Tournament events on March 5th. They will break ground on stadium 3 in April, which will include a tennis museum, more retail and upgraded concessions. From the Airport Commission, air traffic is not growing at the pace they would like for the Valley. However, we are still on pace to exceed the total number over last year. Jet Blue will begin non-stop service to New York five times per week in January. Bookings are already very good for that. The CVB air service development plan is attempting to drive traffic and extend the season so in turn we can request more air service when it's needed. For example, the month of March does not have enough air capacity. More hotel rooms are also needed during the peak season. B. Committee Members Ray Rodriguez expressed his appreciation for Mayor Weber coming to the meeting to present the thank you cards. Arlene Amick said this week is the Palm Springs Museum's 4th annual membership drive. November First Weekend events were very successful. 5 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 17, 2015 Yoga has begun in the evenings in order to participate with the evening Certified Farmer's Market. The museum is working on a strategic plan for all three facilities and Palm Desert is at the core of that. Theresa Maggio said it has been a busy November at Bighorn, including Welcome Home events and the opening of The Vault. A video in celebration of 20 years of the leadership of Mr. Hubbard and the investors is now on website www.bighorngolf.com/season20. She brought in a few issues of the new Bighorn magazine, which, along with a marketing campaign with Luxe magazine, has brought increased traffic of qualified people to the sales office. The Bighorn BAM "Miracle on El Paseo" is this coming Saturday featuring Dorothy Hamill and the music of Night Shift. For Thanksgiving weekend 1,500 people are expected on campus. Mahasti Islami provided information regarding two holiday events at The Gardens; Pla� ime with Santa on December 12th and Paws 'n' Claus on December 19 h. Bruce Nation reported that the first Music & Dining event went well. With no advertising for Thanksgiving, 500 reservations have already been made. Desert Willow is seeing 200 golfers per day. The Firecliff course is down for overseeding until Christmas. Franchesca Forrer thanked everyone who supported "Street." It was an incredible learning experience. The best part was identifying a new viable and multi -use event venue. Attendance was about 1,300 people. A key learning would be to adjust the music choices. The brand did not exist and is now an identifiable one. The "Street" artists will be doing nighttime events in the center creating artwork for other shows. Circus Vargas is back from November 191h to the 24th. Santa has already arrived. Ruth Ann Moore added that staff will be preparing a report about "Street" for the City Council. Jeffrey Norman said between the Choreography Festival and a presence at Palm Springs Pride, 111 new "likes" were added to their Facebook page. The Muses and Patroness Circle is back. They have contributed over $5M over the past 28 years in support of arts and education. The Annual Gala will be on December 3rd, with performance -only tickets available. C. Staff David Hermann reported that the City has launched "Open City Hall," an online survey tool for Palm Desert residents to provide feedback on topics of interest. People have to provide a Palm Desert address to participate. l] APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 17, 2015 The City will be pushing forward once there are some meaty topics. It will be used to take the temperature of the public on important issues. Donna Gomez announced that she will be retiring at the end of December after 31 years with the City of Palm Desert. Ruth Ann Moore said the groundbreaking for the Hotel Paseo was held on November 6'h. Construction will take about 18 months. Open since 1975, Robann's Jewelers has recently moved from The River to El Paseo. Windermere Real Estate has opened a new location on El Paseo and Shogun Restaurant recently opened on Highway 111. Two new businesses at University Village are Anytime Fitness and Bucatini Italian Restaurant. Barbara Blythe stated that she is taking a more integrated approach to social media so that it is in line with the City's marketing efforts. She took photos at Desert Willow for the Music & Dining and at The Galen's First Friday event. She offered to take photos of events if anyone would like her to. Ms. Maggio suggested she come to the "Miracle on El Paseo" and take photos from the top of the Ferris wheel. Martin Alvarez noted that the burned Fairfield Inn will start renovations and will become a Springhill Suites. Another Fairfield Inn is being constructed on Cook Street near the freeway. The Exclusive Negotiating Agreement with Quicksilver for the hotel pads at Desert Willow will end this year. They are beginning to re-engage and have hired an environmental consultant. If the Agreement is extended, it will include some heavy conditions, both monetary and deadlines. XI. INFORMATIONAL ITEMS A. Visitor Services Report Ms. Islami inquired about the large number for September, to which Ms. Blythe stated it was from the "super moon eclipse" post. With Committee concurrence, the Visitor Services Report was received and filed. XII. NEXT MEETING DATE— DECEMBER 15, 2015 XIII. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 3:16 p.m. 7t �� 1 Jane Stanley, Record(6g Secretary 7