HomeMy WebLinkAboutSponsor - Coachella Valley Wildflower Festival - 03072015CITY OF PALM DESERT _T
CITY MANAGER'S OFFICE
STAFF REPORT
REQUEST: CONSIDERATION OF APPROVAL OF A SPONSORSHIP
REQUEST BY THE FRIENDS OF THE DESERT MOUNTAINS IN
THE AMOUNT OF $7,000.00 FOR THE ANNUAL COACHELLA
VALLEY WILDFLOWER FESTIVAL TO BE HELD ON SATURDAY
MARCH 7, 2015.
SUBMITTED BY: Ryan Stendell, Senior Management Analyst
DATE: January 22, 2015
CONTENTS: Correspondence from Friends of the Desert Mountains
Event Statistics
Recommendation
By Minute Motion:
Authorize the sponsorship request in the amount of $7,000 to produce
the annual Coachella Valley Wildflower Festival, and;
2. Appropriate $7,000.00 from unobligated General Fund monies to
account number 110-4416-414-3062 (City Sponsored Events).
Background
The Friends of the Desert Mountains (FODM) approached the City approximately eight
months ago about ways to continue to enhance the annual Wildflower Festival. The
FODM envisions their event as the only annual celebration of our local mountains and
environment. Their vision is to expand this event from a simple celebration of
wildflowers to an event that would appeal to all users of our desert mountains (i.e.
hiking, trail running, mountain biking, and equestrian uses).
The FODM has requested the City to be a Champion Sponsor, which is a donation of
$10,000. Staff and representatives of the FODM have met to discuss this event and we
agree that a celebration of our natural environment could become a significant annual
event. Staff agreed to recommend to the Council of a $7,000 donation while committing
staff resources to the event in the amount of $3,000 as in -kind services. In -kind support
Staff Report
Friends of the Desert Mountains Sponsorship Request
January 22, 2015
Page 2 of 2
includes staff time to deliver and setup signage (handled by our Public Works
Department) for the event and staff time dedicated to the production of the event.
The FODM has assembled a top notch steering committee for this year's event, which is
much different than in years past. Representatives from the FODM, City, Greater PS
CVB, Living Desert, and Desert Health Care District, among others are helping the
FODM put their plan in motion. Improvements for the 2015 event include: wildflowers,
children's activities, 5k trail run, mountain biking expeditions, music, food booths, as
well as a wine and beer garden. Future activities identified by the committee to develop
are: endurance trail run (possible trail marathon), camping, equestrian excursions and
mountain biking trips.
Fiscal Analysis
The FODM is attempting to grow an already successful event into something special by
providing an event that can appeal to many different user groups. Staffs
recommendation is to utilize un-programmed General Fund monies for the $7,000.00
request.
Submitted By:
Ryan Stendell
Senior Management Analyst
hn M. Wohlmuth, City Manager
Revi wed and Concur:
Paul Gibson, Director of Finance
Wildflower Festival
*780
2014 Festival was rained ovt-6�,�dy ernoon
Survey
Data
11500
1
'01,350
0*201317esttvalhadvlrtuallyno� Widflowers
20% respondents
22% respondents
6% respondents
QUESTION
the Coachella Va
1�e in wy?
2014
%OF 154
2014
RESPONSES
(154)
2013
RESPONSES
(305)
2013
% OF 305
2012
RESPONSES
2012
% OF 91
Full time
Seasonally
73
47.40%
122 1
40.00%
47
51.65%
19.78%
18.18%
82
26.89%
is
Just Visiting
53
34.42%
32.79%
23
25.27%
No response
is -this )�Mfjffst visitto uke 1�qtlonal monument?
Yes
0
F 6-o-D%--
1
0.33%---
0
V.Fm
59
54.90%
38.30%
157
51.47%
50
No
Che& m or no r-esponse
�Wsij to the LMIJO�wer Feswall ?
AB. is dits jourfiW
75
20
48.70%
18
X69%
41
.45-.65%
0.00%
13.00%
30
9.83%
Yes
93
53.90%
205
67.21%
70
76.92%.
No
51 33.12%
20 12.99% 1
62
38
20.33%
-U-.46%
20
21.98%
Check mark or no response
3. Who Is your age?
1
T10%
6 3.9009 i
13 8.40%
13
Under2l
21-30
4.26%
3.93%
0
6
0.00%
6.50%
9.90%
12
31-40
41-50
51-60
16
10.40%
___34
27
48
11.14%
9
18
11.60%__
13.60%
8.85%
8
8.sm
21
15.70%
27
29.70%
44.1--
1.00%
Over 60
No response
78 50.6M _____1.67_____54.7S%
2 1.30% 4
130%
40
1
13
4& Now many In your
One
28
Two
Three
four
70
21 -
141
57
43
10
16
31
Over Flve
11 30
6
No response
W iidy� bring a child with you tod
No
Ages: under5
Ages: 6 to 9
3
119 146
26 41
39
72
13
6
Age5: 10 to 12
4 8
9 12
Ages: 13 to 18
No response
0
2 40
0
S. Where did you bear about the W00ower Fes"?
The Desert Sun
Desert Vid's Directory
44 121
26
5-
1 9
5
Radio Ad (no stations listed)
Monument Visitor Center
Friends/Famlly
6ther (See details on "explana Ions
No response
12
8
24
45
56
2
is
93
72
5
16
32
2014 Wildflower Festival Speciftc
with
Val Mr
5 behm hrff�!
"Pleme
rate each
ca
-of
Ranked 0 5
A
I
Festival Workers
Parking/shuttle service
112
99
9-3-
65
7
1
1
4.92
7
4
1
4.
Festival hours
Workshops
9
14
4 1
1
4.79
1
4.70
Signage/Information
Hike or walk experience
85
79
17
5
1 1
4.68
4.66
1 4
2
KidsZone---
Restrooms
56
77
64
is ----
14
is
-2-
7
5
1
1
1
4.65
1
4.65
Live Music
4
4.51
Vendors & Exhibitors
69 30
5
15
2
3
4.45
Wine & Beer Garden
Selection of load & Price
Si
45 26
1
4
4.42
1
6
4.11
--
2DI4 WlkffW~ Festival Overall Ranking by Visitors
38
16
2-
4.74
cls I l IL h++
rt M )untoins 1.14"+
t IL k,
Nove 014
John
City ( .. rt
73-5 Ing Drive
Palm 92266
Reference: Wildflower Festival 2015
Dear John,
We're all busy — you're busy running what is arguably the most dynamic city in the Coachella Valley; I'm busy
running the Valley's land trust and support organization for our National Monument. Thankfully i believe
there's consensus that both the City and the Friends are doing good work. But what's not necessarily
apparent Is that we're doing good work together. Here are just a few great examples:
• The National Monument's Visitor Center, now home to the Friends' offices, was hugely supported by
the City of Palm Desert. Now the Visitor Center is staffed by Friends' volunteers. The parking lot and
the land that holds the Visitor Center and the Randall Henderson trail are all tied to City support and
the maintenance of the Henderson trail (and others in the City) is being done by Friends' volunteers.
• The City of Palm Desert is home to the highest percentage of Friends' constituents, volunteers,
members, major donors, total donors and honorees on our Donor Wall than any other valley city.
• And our major fundraiser, the Wildflower Festival is and has always been In the City of Palm Desert.
We are more than neighbors, we are partners.
This year we decided to expand our Wildflower Festival by incorporating health and outdoor activities into
our marketing and partnership program. When planning, we knew immediately that the best way to do that
would be to ask the City of Palm Desert to join us in the planning stages. Ryan 5tendell has been an
extremely valuable contributor to our efforts. Again, it's all about partnership.
The fact is this: the Wildflower Festival belongs as much to the City of Palm Desert as it does to Friends.
Without question, revenues that come with an anticipated +2,000 single day visitor event will benefit the City
as a whole. More importantly, the good will and enriching experiences that the visitors will take away with
them will be inextricably linked to the City of Palm Desert. It is simply time that the Wildflower Festival
becomes a City of Palm Desert signature event to go along with the Golf Cart Parade. We believe that the
best way that this can be done is to, again, partner. We are asking that the City become the events first
"Wildflower Champion" at the $10,000 level. Friends, in turn, will market our partnership and the City's
support to the fullest extent possible, not only through our event media outreach but also throughout the
year through our Quarterly Newsletters, public outreach and volunteer activities.
Please give this request your consideration. I would be happy to discuss with you at any time.
Best wishe
John Purcell
Executive Director
1'4tt ltc U nrnprulit cm purntion Phone ('760) eiR-INIS Fmuil: l-rime)+ u }?t+trl�lnuntaim.ur �_
} rdc nl Inc idcnhficeti!m n33-0241232 1N eh,itc: wK M.1)cu. rlifuun�aintnr
WILDFLOWER FESTIVAL
2015 Budget
Bud et 2015
Committee
Anticipated
Revenues
Anticipated
Expenses
Comments
SIponaorshi s/Donors
$25,000
$1,500
Printing & mailing costs for sponsorships solicitations
ogistics
$16,000
Rentals from Classic Party Rentals (reflects discount): tents, chairs & tables
"
$0
Followin included In above Port -A -Let restrooms and wash stations
"
$0
Lyons Transportation - bus service to provide free transportation
"
$0(Handicap
transportation for on -site parka Golf Cart
"
$0
Security, parking
"
$0
Miscellaneous logistics Church parking donations, lee, etc.
Insurance
$1,500
Single day event, Chubb & Son FORM carrier
Marketing & Advertising
$7.000
Desert SunNds' Directo /Radio, COD student newspaper
Raffle
$2,000
$200
Miscellaneous: raffle tickets, containers, signage, etc.
Wine & Beer Garden
$2,500
$750
Beverages, wrist bands, cups and napkins, license for 1 day.
Music
$550
Sound system rental and " tft" to performer(s)
Food Court
$0
$250
Miscellaneous for trash containers, clean-up stations
Personnel & Volunteers
$1,500
Boxed lunches for staff/volunteers and Wlidflower tee shirts for volunteers.
Vendor & Exhibitors
$200
$200
Cost of $100 license sponsorships, printing and mailings for solicitation
Kids Activites
$1,000
$200
Revenues are donations from Barnes & Noble; expenses are for the Zone
Hikes & Walks
$300
$0
Revenues are donations from hikers.
Gift Shop
$400
Revenues reflect 20% of sales In giftshop
Print ng,signage
$1,750
Event flyers, posters, & miscellaneous
Total
$31,400
$31,400
Met
Friends of the Desert Mountains
51-500 Highway 74, Palm Desert, CA 92260
(760)568-9918
R%EVENTSIWBdibwer Event12015 CVWF18udgeAWF Budget 2015.xrsx