HomeMy WebLinkAboutC35870 - City-Run Banner Program on El PaseoCONTRACT NO. C35870
CITY OF PALM DESERT
ECONOMIC DEVELOPMENT
STAFF REPORT
REQUEST: AUTHORIZE EXPENDITURE OF MARKETING FUNDS FOR A
CITY -RUN BANNER PROGRAM ON EL PASEO
SUBMITTED BY: Thomas Soule, Tourism & Marketing Manager
DATE: November 10, 2016
Recommendation
By Minute Motion that the City Council:
1. Authorize expenditure of marketing funds for a City -run banner program on
El Paseo and appropriate $12,000 from Unobligated General Fund
Reserves to Marketing Account No. 1104417-4321900; and
2. Authorize the City Manager to execute any agreements on behalf of the
City.
Strategic Plan Obiective
The implementation of a banner program on El Paseo would impact the following Tourism &
Marketing priorities as specified in the 2013-2033 Strategic Plan, Envision Palm Desert:
Forward Together:
• Priority 2: Grow existing events and develop new events to enhance the
desirability of Palm Desert as a year-round destination.
Utilizing the banners on El Paseo to promote City events such as Fashion Week and
First Weekend will help potentially reach and develop new audiences.
• Priority 4: Support the City's tourism industry through enhancement of its
marketing efforts with an allocation of additional city resources.
Working with our tourism partners to promote events through the El Paseo banner
program will help support the City's overall tourism marketing efforts by creating a
new touchpoint with which to reach visitors once they are already here.
Background
The El Paseo Business Improvement District Board (EPBID) has traditionally operated a
banner program on El Paseo to provide holiday decor and to generally promote businesses
on the street.
Staff Report
El Paseo Banner Program
November 10, 2016
Page 2of3
Several sets of banners have been used in the past, including flag banners (for Fourth of
July and other patriotic holidays), holiday/winter banners and general business category
banners. Certain not -for -profit events on the street have also been allowed to put up
banners, including Paint El Paseo Pink. While the banners are durable and reusable, they
do wear out after a few years of repeated use and need to be periodically replaced.
This year, several sets of banners are in need of replacement. A full set of banners
comprises 56 banners, which cost approximately $55 each to produce. During its budget
process, the EPBID board grappled with how best to use its limited funds in light of this
extra expense. Although its budget has remained at the same funding level for the past
several years, the board has had to deal with the rising costs of its marketing program and
must execute their marketing program with an increasingly smaller margin. This year, the
board decided that replacing the banners was not the best and most efficient use of its
resources, and voted to discontinue its support of the banner program.
Staff respects this decision, and at the same time sees this as an opportunity for the City to
reinvigorate the banner program as an additional marketing channel to promote City events
such as Fashion Week and First Weekend, while continuing the tradition of installing
holiday-themed banners at key times of the year.
Discussion
The El Paseo Shopping District attracts local residents and valley visitors alike throughout
the year. Banners displayed on the street are a prime avenue for promoting events that
would be of interest to them, while helping to create and extend a special sense of place
that is part of the El Paseo brand.
Staff feels that a City -run banner program on the street would afford the opportunity to
enhance its marketing program, by promoting events that would be of interest to tourists
and local residents who visit the street, including events that take place on El Paseo. Staff
also sees an opportunity to invite its tourism partners such as The Living Desert, the
McCallum Theatre or the Palm Springs Art Museum in Palm Desert to display banners that
would help achieve this goal.
Proposed guidelines: The banner program will primarily be utilized by the City for its
traditional categories and City -sponsored events, including holidays, flag banners, First
Weekend and Fashion Week. In addition, when the City does not have an interest, this
program will be open to events that take place on the street (such as Paint El Paseo Pink),
as well as to the City's tourism partners, such as The Living Desert and The Palm Springs
Art Museum in Palm Desert. Non -City banners would be paid for by these outside
organizations.
Currently, the banners are changed out eight times annually, a rotation that would continue
on a similar schedule:
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Staff Report
El Paseo Banner Program
November 10, 2016
Page 3 of 3
• September
Paint El Paseo Pink
• October
TBD
• November
Holiday banners installed
• January
TBD/First Weekend
• March
Fashion Week
• April
First Weekend
• May
Flag Banners and Flags
• July
TBD
As mentioned above, the Flag banners need to be replaced. In addition, Fashion Week and
First Weekend banners would need to be produced. At an estimated cost of $55 per
banner, and including tax, staff estimates that the entire project for this fiscal year could be
accomplished for $12,000.
Fiscal Analvsis
The fiscal impact to the City's General Fund is an additional $12,000 to fund a City -run
banner program on El Paseo.
Staff recommends that the City take on the banner program as an opportunity to promote its
events and those of its tourism partners and to enhance the El Paseo experience for all of
its visitors.
Submitted By:
Thomas Soule
Tourism & Marketing Manager
Reviewed:
`J t Moore
Director of Finance
Approval:
Lauri Aylaian
City Manager
Department d:
Martin Alvarez
Director of Economic Development
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Rudy A osta
Assistant City Manager
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