Loading...
HomeMy WebLinkAboutHotel-signature Evnts Cmte - 11-05-201403 CALM DESERT APPROVED MINUTES PALM DESERT HOTEL AND SIGNATURE EVENTS COMMITTEE SPECIAL MEETING Wednesday, November 5, 2014 — 4 p.m. North Wing Conference Room — Palm Desert Civic Center 73510 Fred Waring Drive, Palm Desert, CA 92260 CALL TO ORDER Ralph Scatena called the meeting to order at 4:00 p.m. II. ROLL CALL Members Present: Ralph Scatena Jan Harnik Arnold Kirschenbaum Robert Spiegel Members Absent: Jeff Kokinacis Marilyn Dyer Scott White Staff /Others Present: John Wohlmuth, City Manager Rudy Acosta, Assistant City Manager Martin Alvarez, Director of Economic Development Lauri Aylaian, Director of Community Development Donna Gomez, Tourism & Marketing Manager Ruth Ann Moore, Economic Development Manager Robin McCormick, Recording Secretary III. ORAL COMMUNICATIONS None. IV. CONSENT CALENDAR A. MINUTES OF THE REGULAR MEETING OF OCTOBER 1, 2014 Jan Harnik moved, by Minute Motion, to approve the minutes of the October 1, 2014, meeting as presented. Motion was seconded by Robert Spiegel and carried by 4- 0-3 (AYES: Scatena, Harnik, Kirshcenbaum and Spiegel; NOES: None; ABSENT: Kokinacis, Dyer, White). APPROVED MINUTES SPECIAL PALM DESERT HOTEL & SIGNATURE EVENTS COMMITTEE MEETING November 5, 2014 V. CONSENT ITEMS HELD OVER None. VI. NEW BUSINESS A. EL PASEO HOTEL PROJECT — VERBAL UPDATE BY RUTH ANN MOORE Ruth Ann Moore showed the committee preliminary drawings of the El Paseo Hotel, located on the northeast corner of Larkspur Lane and Shadow Mountain Drive, consisting of 154 rooms, with approximately 211 space underground parking structure, restaurants, pool and spa, a relaxation pool, bar and grill, and meeting rooms. Ms. Moore shared that this hotel is being approved by Marriott Corporation as an Autograph Collection hotel. Approval should be finalized next week. The sales agreement will be signed next week, and then escrow will open. After that they have a six month window to finish up their due diligence and close escrow. The approximate opening date is targeted for December 2016 or January 2017. Ms. Moore explained that E135 money is being used to help finance this project. She gave an overview of how the program works. Mr. Spiegel asked about Fashion Week since the hotel site has been used for the event. Ms. Moore explained there have been discussions with Palm Springs Life regarding other locations and staff is working on options for review. B. DESERT WILLOW HOTEL LOT PADS — VERBAL UPDATE BY MARTIN ALVAREZ Mr. Alvarez gave the committee an update on lots A - E at Desert Willow Golf Resort. The Successor Agency (former Redevelopment Agency) has entered into an Exclusive Negotiating Agreement with Quiksilver to develop lots C & D with a 300-400 room hotel, wave pool, skate park, and amphitheater. Lot E will be developed as retail including their flagship stores. Lot A will possibly be villas/timeshare project with 100-120 units. Mr. Alvarez stated the plans were just preliminary, adding staff has a meeting with Quiksilver tomorrow and will have a better idea how they will move forward. Mr. Scatena asked how Quiksilver feels about JW Marriott being across the street. Although Quiksilver hasn't voiced an opinion, Mr. Alvarez feels they are embracing the fact that there is already a synergy and a lot of activity. There is a huge connection between surfing and golf according to 2 APPROVED MINUTES SPECIAL PALM DESERT HOTEL & SIGNATURE EVENTS COMMITTEE MEETING November 5, 2014 Quiksilver's research. Mr. Acosta added that Quiksilver's target group will be different and unique to this type of hotel environment. The understanding is that it is so unique that it is being discussed throughout the hotel investment industry. Mr. Scatena stated that he has an owner's meeting in a couple of weeks and would like to update them on this project. Mr. Wohlmuth suggested that staff help set up a meeting with Mr. Scatena and Quiksilver. C. INTRODUCTION OF CITY OF PALM DESERT'S STRATEGIC PLAN Mr. Alvarez handed out copies of the Strategic Plan entitled "Envision Palm Desert — Forward Together". Mr. Wohlmuth explained how it was developed and the time lines of previous plans, going over a few of the goals within previous and current reports. Mr. Alvarez encouraged the committee to read the complete report, but most important the Marketing & Tourism section as it really addresses the goals for the future of the City of Palm Desert. Mr. Alvarez suggested there could be a follow-up discussion next meeting to answer questions and discuss it further. VII. CONTINUED BUSINESS None VIII. OLD BUSINESS A. PRELIMINARY RESULTS OF MEASURE G AND H — VERBAL UPDATE BY JOHN WOHLMUTH Mr. Wohlmuth shared that Measure G and H were both defeated. He identified some of problems; 1) Late start on educating the residents; 2) Media portrayed the TOT increase as a 22% increase over the existing tax instead of the actual 2% increase; 3) Placement on the ballet — the measures were on the last page by themselves; 4) Next time these items can be placed on the ballet will be November 2016. Mr. Wohlmuth asked the committee if these items were put back on the ballet in 2016 should the language be the same or similar or should it be modified? Under state law, a "general tax" is fifty plus one vote to approve it and a "specific tax" where it is actually dedicated to tourism and marketing, vs. what was on the ballot this time as "advisory" would require a sixty-six and two third vote. Ms. Harnik feels the wording definitely needs to be improved with more education to the voters. 3 APPROVED MINUTES SPECIAL PALM DESERT HOTEL & SIGNATURE EVENTS COMMITTEE MEETING November 5, 2014 Mr. Wohlmuth summarized the discussion with the committee as the committee feels the TOT increase should be added to the ballot again in 2016, refining the language, and start educating the voters much earlier. B. SUMMARY OF DISCUSSION OF EVENTS/IDEAS THAT CREATE HOTEL VISITS Mr. Alvarez reviewed the list of ideas from last month's discussion stating that these are great ideas to keep in mind moving forward throughout the year. Jan Harnik suggested that the Golf Cart Parade should be looked at and considered as a weekend community/family event. There was a discussion of the timing of the parade and Mr. Wohlmuth said there needs to be a conversation with the Chamber of Commerce regarding expanding the event and the timing. Other events discussed with the potential to grow into signature events were the Rock n Roll Marathon and the Y Be Fit Reverse Triathlon. Mr. Spiegel suggested the use of an event planner in the future. Mr. Scatena stated that JW Marriott is using a company called Live it up Productions for a holiday musical production. It begins after Thanksgiving and runs through the holidays. It will be on a test basis to see how well it is received by guests and whether there is enough interest to continue with other events. Donna Gomez discussed her intentions and plans with the marketing budget moving forward. Ms. Gomez stated she will be taking 10-12 items to the Marketing Committee meeting on the 18th of November, that are important or missing items from the budget. The committee will be asked to prioritize the items, with the top two or three being incorporated into the current budget. Ms. Gomez will report back next month. IX. REPORTS FROM CITY COUNCIL LIAISONS None X. REPORTS AND REMARKS A. Chairman Mr. Scatena shared there is a need to focus on ways to bring more groups back that used to come here years ago. His hotel is working on getting them back but the challenge is flights and costs to bring more people here. 4 APPROVED MINUTES SPECIAL PALM DESERT HOTEL $ SIGNATURE EVENTS COMMITTEE MEETING November 5, 2014 He also reported that other cities in the valley have already started spending dollars toward social influencers to bring visitors in. The City of Palm Desert needs to tell their story better in a genuine way. Mr. Wohlmuth offered that the City could establish a better process with more flexibility on budgeting to get groups here to our City. Mr. Scatena added that the Los Angeles, Orange, and San Diego County drive market is a great market and very accessible. B. Committee Members None C. Staff None XI. INFORMATIONAL ITEMS XII. NEXT MEETING DATE —December 3, 2014 at 4:00 p.m. XIII. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 5:10 p.m. o McCormick, Recording Secretary 5