HomeMy WebLinkAboutBiggest Loser RaceSeries 2016 1-2 Marathon-5KCITY OF PALM DESERT
SPECIAL PROGRAMS DEPARTMENT
STAFF REPORT
REQUEST: APPROVAL OF THE BIGGEST LOSER RACE SERIES 2016 HALF
MARATHON AND 5K EVENT AND SPONSORSHIP
SUBMITTED BY: Thomas Soule, Tourism and Marketing Manager
Amy Lawrence, Management Analyst
APPLICANT: Woodward Fitness Group, LLC
Ms. Andrea Wilamowski
18720 Mack Ave., Suite 110
Grosse Pointe Farms, MI 48263
DATE: July 28, 2016
CONTENTS: Draft Traffic Control Plan
Recommendation
By Minute Motion, approve the following:
1. The Biggest Loser Race Series 2016 Half Marathon and 5K event scheduled for
Sunday, December 4, 2016;
2. Proposed event route and road closures;
3. Temporary waiver to Palm Desert Municipal Code (PDMC) Section 11.01.140
(Amplified Sound);
4. Temporary waiver to Palm Desert Municipal Code (PDMC) Section 11.01.080 W
(Possession/Consumption of Alcohol in City Parks) pursuant to PDMC 9.58.040;
5. Temporary waiver to Palm Desert Municipal Code (PDMC) Section 11.01.180
(Prohibited Conduct Generally in City Parks, Item Q — Vendor Sales);
6. Sponsorship in the amount of $8,000.00 from Account No. 1104417-4309000
(Professional Other);
7. Sponsorship for police services and traffic control in an amount not to exceed
$12,000.00; and
8. Appropriation of $12,000.00 from unobligated General Fund monies to Account No.
1104416-4306201 (City Sponsored Events).
Strateqic Plan Obiective
Approval of The Biggest Loser Race Series 2016 Half Marathon and 5K event would impact
the following Parks and Recreation, Economic Development, and Tourism and Marketing
priorities as specified in the 2013-2033 Strategic Plan, Envision Palm Desert — Forward
Together:
STAFF REPORT
THE BIGGEST LOSER RACE SERIES 2016 HALF MARATHON AND 5K
JULY 28, 2016
PAGE 2
• 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.
Executive Summary
Ms. Andrea Wilamowski with Woodward Fitness Group, LLC, recently approached the City
about bringing "The Biggest Loser Race Series" Half Marathon and 5K to Palm Desert on
Sunday, December 4, 2016. This would be a "destination race" as it is currently the brand's
only event occurring in California and they feel that Palm Desert would attract those within
the drive market (i.e. Los Angeles, Phoenix, etc.). Ms. Wilamowski is currently working with
the J.W. Marriot Desert Springs Resort to serve as the event's host hotel where a large
expo and VIP event will be held the Saturday before the half marathon and 5K.
Ms. Wilamowski anticipates they will have at least 1,500 participants/3,000 spectators for
Sunday's event, which will include appearances by celebrity fitness experts and stars from
"The Biggest Loser" television show. Additionally, as part of "The Biggest Loser" brand,
there may be an opportunity for the event to be advertised nationally on NBC during this
season's "The Biggest Loser" television show. Ms. Wilamowski noted that they intend to
hire local businesses for the event (e.g. a local party rental company for tents, chairs, etc.),
include local businesses in their expo, and partner with a local charity (preferably one that
emphasizes on health and wellness) to serve as a beneficiary of the event. She also noted
their intention to make this an annual event for Palm Desert.
Background
The Biggest Loser Race Series Half Marathon and 5K event is proposed for Sunday,
December 4, 2016, from approximately 7 a.m. to 12 p.m. The event will start and end at the
Palm Desert Civic Center Park where pre and post activities will take place (set-up 4
a.m./clean-up by 1:30 p.m.) Scheduled pre and post activities include DJ/prerecorded
music, a four to five piece band, and an awards ceremony (all of which require amplified
sound), as well as an expo of vendors focusing on health and fitness. In addition, the event
producer is requesting permission to have a gated beer garden, which if approved, will
require a permit from the Department of Alcohol and Beverage Control (ABC) for the sale of
alcohol. With regard to the half marathon and 5K courses, the event producer is requesting
to utilize the same route as the half marathon and 5K that were held in Palm Desert earlier
this year (i.e. same road closures) with the exception of the start/finish line located within
the Civic Center complex.
Provided below are details relative to the courses, public safety, and traffic control for the
event. Upon approval of the event, staff will work with the event producer and various
departments to finalize details:
Half Marathon Course: The half marathon course will begin and end in the parking
lot of the Civic Center complex and will require full closure of Magnesia Falls Drive
STAFF REPORT
THE BIGGEST LOSER RACE SERIES 2016 HALF MARATHON AND 5K
J U LY 28, 2016
PAGE 3
from Portola Avenue to Monterey Avenue. The course will also require closure of the
lane adjacent to the curb at the following locations: northbound Monterey Avenue
from Magnesia Falls to Gerald Ford Drive, eastbound Gerald Ford Drive to Gateway,
northbound Gateway to Dick Kelly Drive, eastbound Dick Kelly Drive to Dinah Shore
Drive, southeast bound Dinah Shore Drive to Portola Avenue, and southbound
Portola Avenue to Magnesia Falls Drive. (See attached traffic control plan from the
2016 New Balance Palm Desert Half Marathon event for sample of road closures.)
• 5K Course: The 5K course will begin and end in the parking lot of the Civic Center
complex and will include use of Magnesia Falls Drive between the entrance to the
Aquatic Center to Monterey Avenue and San Pablo Avenue from Magnesia Falls
Drive to Fred Waring Drive.
• One -Mile Motivational Run/Walk: Requires no additional street closures; course
will be contained within the Civic Center Park
Public Safety: Extensive police services will be required for this event in order to
ensure public safety on the road. Upon approval of the event, staff will work with the
event producer and the police department to ensure that an appropriate level of
traffic control and public safety services are planned for the event. In effort to offset
the cost of public safety services, Palm Desert Citizens on Patrol may be utilized
along the course. With regard to first -aid and medical services, the event producer
plans to have "Race Guards" present throughout the course. Race Guards are
volunteers trained in CPR, AED and First Aid who assist race participants with
medical and/or physical support during the event. Additionally, staff will work with the
fire department to ensure they have a unit on stand-by for the event.
Traffic Control: Upon approval of the event, staff will work with the event producer
and appropriate City departments to ensure approval of a finalized traffic control
plan. Additionally, staff will ensure that arrangements are made with the College of
the Desert, College of the Desert Alumni Association, and SunLine Transit Agency
due to the respective impacts the event will bring. Businesses and residents along
the half marathon course may be landlocked for short periods of time as runners
pass through the area. However, where possible, the road closures/barricades setup
along the course will allow residents/drivers to proceed through with the assistance
of a designated public safety officer/COPS volunteer. In addition, traffic control
cleanup will follow the last runner to ensure that roads open in a timely manner.
Fiscal Analvsis
Due to the many positive benefits and potential level of exposure that this event will bring to
Palm Desert, staff is recommending a $20,000 sponsorship for this event broken down as
follows:
• $8,000 contribution from Marketing Account 1104417-4309000 (Prof — Other) as part
of the City's co-op program to support the acquisition of new business during a
typically low -occupancy time of the year, the first week of December. As a recurring
annual event, the Biggest Loser Race has the potential to provide a strong ROI for
STAFF REPORT
THE BIGGEST LOSER RACE SERIES 2016 HALF MARATHON AND 5K
J U LY 28, 2016
PAGE 4
the City's investment spread over the next several years. The high national profile of
this event will also be of high value in promoting Palm Desert as the central hub of
healthy outdoor adventure in the Coachella Valley.
• $12,000 contribution for police services and traffic control via Tops N' Barricades to
be appropriated from unobligated General Fund monies to Account No. 1104416-
4306201 (City Sponsored Events). Staff conservatively estimated this amount based
on the cost of these services from the Palm Desert Half Marathon and Y-Be-Fit
events and will manage these funds directly.
Submitted By:
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Amy Law nce, Management Analy t
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Thomas Soule, Tourism and Marketing Manager
Reviewed:
Martin Alvarez, Director of Economic Development
Fra ie Riddle, Director of Special Programs
anet oore, Director of Finance
"--� Z-1-Ac7e-
Rudy. Acosta, Assistant City Manager
Approval:
Jus ' r cCarthy, Interim 7a�ager
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