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Recommendation
CITY OF PALM DESERT
SPECIAL PROGRAMS DEPARTMENT
STAFF REPORT
APPROVE ROAD CLOSURES AND SPONSORSHIP FOR 2016
BIGHORN BEHIND A MIRACLE (BAM) EVENT
Amy Lawrence, Management Analyst
Mr. Warren Jones
Bighorn BAM
255 Palowet Drive
Palm Desert, CA 92260
September 8, 2016
Draft Traffic Control Plan
By Minute Motion, approve the following:
1. Two phase road closure plan on El Paseo from Highway 74 to Sage Lane on
Saturday, November 19, 2016, for the Bighorn Behind a Miracle (BAM) event;
2. Event sponsorship in the amount of $15,000.00; and
3. Appropriation of $15,000.00 from unobligated General Fund monies to Account
No. 1104416-4306201 (City Sponsored Events).
Committee Recommendation
At its meeting of August 3, 2016, the Palm Desert Hotel and Signature Events
Committee unanimously recommended City sponsorship in the amount of $15,000.00
for the 2016 Behind a Miracle (BAM) event.
Strateqic Plan Obiective
Approval of the 2016 Behind a Miracle (BAM) event and sponsorship would impact the
following Economic Development and Tourism and Marketing 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.
STAFF REPORT
2016 BIGHORN BEHIND A MIRACLE EVENT
SEPTEMBER 8, 2016
PAGE 2
Discussion
On October 24, 2013, City Council approved a temporary use permit to close streets
and sidewalks owned by the City of Palm Desert on El Paseo between Highway 74 and
Ocotillo Drive for the Bighorn Behind a Miracle (BAM) event, subject to conditions, one
day annually through 2016. This year's event is scheduled for Saturday, November 19,
2016, from 5 p.m. to 9 p.m., with a DJ slated to play until 10 p.m. The event includes a
cocktail reception (permission to allow the consumption of alcoholic beverages on City -
owned property previously granted in October 2013), served food, a choir, entertainers,
stages, and the lighting of the Christmas tree on top of the Gucci store.
This year marks BAM's ten year anniversary on El Paseo. Since the event's inception,
attendance has grown substantially from 400 attendees in 2007 to 2,100 attendees in
2015. Last year, the event producer incorporated a DJ stage, a Ferris wheel, and
carnival activities which extended the road closures on El Paseo from the intersection of
Ocotillo to the median in front of Wolfgang Puck restaurant. This year, as a result of the
event's continued growth, which will potentially include a Learjet VIP suite and a zip line
on the south side of El Paseo between Ocotillo Drive and Sage Lane, the applicant is
requesting to expand the event area by closing both lanes on El Paseo from Highway
74 to Sage Lane, as indicated on the attached traffic control plan. Due to the extensive
amount of time it takes to set-up for this event (i.e. construction of stages, Ferris wheel,
etc.), the applicant is requesting a two phase road closure plan outlined as follows:
Phase I (closure Saturday. November 19, from 12:01 a.m. to noon): Close lane
closest to sidewalk on north and south side of El Paseo between Highway 74 and
Ocotillo Drive and close lane closest to the sidewalk on north side of El Paseo
between Ocotillo Drive and Sage Lane.
Phase II (closure Saturday. November 19, from noon to midnight): Closure of all
north and south lanes on El Paseo from Highway 74 to Sage Lane.
Note: Two phase traffic control plans have been utilized for this event in previous years
to minimize impact to El Paseo traffic during set-up.
Upon City Council approval, staff will continue to work with the applicant and other City
departments to assure that an adequate traffic control plan is in place prior to the event
(to include detour signs in residential areas) and that advance notification to residents
within 300 feet of the event area is given. Additionally, staff will ensure that sufficient
police services are provided and that all insurance and permits are in place (i.e.
encroachment, ABC, etc.)
The event producer recently met with merchants affected by the expanded road
closures and to staffs knowledge there have been no issues with the timing of the
closures or expansion of the event. In fact, according to the event producer, upon
hearing of the expansion, a few merchants have opted to participate in the event. If for
any reason concerns arise with the merchants between the time of City Council
approval and the event, the applicant will be required to mitigate.
STAFF REPORT
2016 BIGHORN BEHIND A MIRACLE EVENT
SEPTEMBER 8, 2016
PAGE 3
Fiscal Analvsis
On August 3, 2016, BAM producer Warren Jones provided a presentation and
sponsorship request to the Hotel and Signature Events Committee. Some highlights of
the presentation include that BAM generated approximately $273,000 in sales on El
Paseo during last year's event by stores such as GUCCI, Bottega Veneta, St. John,
Ralph Lauren and Escada participating with in-store activities, and that the event draws
not only local attendees, but also those within the drive market (i.e. Los Angeles, San
Diego, San Francisco, Las Vegas, etc.) Staff noted that from a marketing perspective,
BAM gives the City a good amount of coverage, especially with regard to the El Paseo
brand.
In response to Mr. Jones' sponsorship request, the Hotel and Signature Events
Committee cited that the event is an "investment" and unanimously recommended City
sponsorship in the amount of $15,000 to assist with the costs of police services, traffic
control set-up and tear down through Tops N' Barricades, a meter to fill the water -filled
K-rail barricades, and additional uniformed security for the expansion down to Sage
Lane. Upon approval, funds will be appropriated from unobligated General Fund monies
to Account No. 1104416-4306201 (City -Sponsored Events) for expenditure.
Submitted By:
Amy La r nce
Management Analyst
Reviewed:
Frandc.e �dle
Director of Special Programs
Kdj Acosta
Ass' tant City Manage(
Approval:
McCarthy
i City Manager
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