HomeMy WebLinkAboutInformation Report - Swing N Hops Street Partyh'� L
CITY OF PALM DESERT
DEPARTMENT OF COMMUNITY DEVELOPMENT
STAFF REPORT
REQUEST: RECEIVE AND FILE INFORMATIONAL REPORT ON THE SWING
N' HOPS STREET PARTY FOR FIRST WEEKEND FEBRUARY 6,
2016 ON EL PASEO
SUBMITTED BY: Deborah S. Glickman, Management Analyst
Donna Gomez, Tourism and Marketing Manager
Ruth Ann Moore, Economic Development Manager
DATE: August 27, 2015
CONTENTS: None
Recommendation
By Minute Motion: Receive and file informational report on the Swing N' Hops
Street Party for First Weekend February 6, 2016 on El Paseo.
Executive Summary
On July 9, 2015, City Council approved the closing of El Paseo between San Pablo and
Larkspur, the consumption of alcoholic beverages on City -owned property, and
established a budget of $30,000 for a First Weekend event to be held on Saturday,
February 6, 2016.
Previously tentatively entitled PD Mod, the event has been retitled Swing N' Hops Street
Party, and is scheduled to include two craft beer gardens, entertainment by a swing
band, food booths from merchants on El Paseo, a classic car show with cars from the
1920s — 1940s, a swing dance party complete with instruction, and potentially an era
specific fashion show. The $30,000 budget covers all aspects of the event, including
hiring FG Creative as the event coordinator, with the exception of street closures. In the
event that funding is necessary for street closures, staff will come back before City
Council at a later date for an appropriation.
The goal of the Swing N' Hops Street Party is to elevate First Weekend programing to
include larger scale events than in previous years, while testing out the block of El
Paseo between San Pablo and Larkspur as an event space. The event is intended to
attract the local community as well as bring in visitors from throughout the region. To
increase marketing capabilities, the event will bring in partners whose products and
services will help create a fun, festive atmosphere at the Swing N' Hops Street Party, as
Staff Report
Swing N' Hops Informational Report
Page 2 of 3
August 27, 2015
well as supply the event with diverse outreach opportunities through each individual
organization's marketing programs and outreach.
As discussed in the previous staff report to City Council dated July 9, 2015, this event is
designed to attract local community members as well as those from the Southern
California drive market. A regional band with an established fan base is being targeted
for the entertainment so as to attract more visitors from outside the Coachella Valley to
the event. Staff has also made contacts in the local swing dance community, as well as
cultivated a list of regional dance groups, clubs, and events that will be marketed to
through social media and direct contact. To enhance social media marketing of the
event, there will be branded photo opportunities for attendees to take pictures of
themselves and fellow attendees at the event and post the images on their accounts,
which will help the event to organically reach a larger audience.
Swing N' Hops Street Party will be held on Saturday, February 6, 2016 from 12 — 4:00
p.m. and will be the featured event for First Weekend in February. The timing of the
event is designed to encourage attendees to go to the restaurants and stores on El
Paseo after the party ends. If the budget allows, staff and FG Creative will also work
with El Paseo merchants on a fashion show. The Coachella Valley Art Scene (CVAS),
a local art based non-profit organization, is being approached to create a themed
hands-on art project for the event. The inclusion of CVAS will help cultivate a younger
audience and introduce them to First Weekend.
Hotel and Signature Events Committee and El Paseo Merchants Association
The event concept for Swing N' Hops Street Party was presented to and supported by
the Hotel and Signature Events Committee at its July 6, 2015 meeting. It was also
presented to the El Paseo Merchants Association at the Association's July 16, 2015
meeting, and received positive feedback. Staff will continue to work with the El Paseo
Merchants Association to integrate them into the programing as appropriate.
Strategic Plan
Swing N' Hops Street Party supports the Envision Palm Desert Strategic Plan in the
areas of Economic Development and Tourism and Marketing in the following ways:
• 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
Swing N' Hops Informational Report
Page 3 of 3
August 27, 2015
Fiscal Analysis
No additional funds are required at this time. As previously stated, staff will return to
City Council at a later date to request funds to be appropriated for street closures
associated with the event.
Submitted By:
Deb rah S. Glickman
Management Analyst
*UtAnnM ore
Economic Development Manager
Reviewed:
Rudy Ac sta
Assistant City Manager
Approved:
hn M. Wohlmuth, City Manager
Donna Gomez
Tourism and Marketing Mana,,./
i;g
Martin Alvarez
Economic Development Director