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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: jZ& KW Amy Law nce, Management Analy t - ��- - 1; �- �, 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. 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