HomeMy WebLinkAboutInfo Rprt - F1RSTWeekend Street Event at WestfieldCITY OF PALM DESERT
ECONOMIC DEVELOPMENT DEPARTMENT
STAFF REPORT
REQUEST: RECEIVE AND FILE — UPDATE ON THE FIRST WEEKEND
"STREET" EVENT AT WESTFIELD MALL
SUBMITTED BY: Ruth Ann Moore, Economic Development Manager
DATE: December 10, 2015
CONTENTS: Photos of Street Event
First Weekend is a series of cultural events held throughout Palm Desert on the first
weekend of each month from November through May. Now in its third year, staff has
begun working with local partners to create a "featured" event each month of First
Weekend. The featured event is designed to expand the program and hopefully begin
to attract visitors specifically for the cultural events held during First Weekend.
Street was designed to be the kick-off, featured event for Palm Desert's November First
Weekend. The event was an interactive celebration of music, art, fashion and food
inspired by street culture held on Saturday, November 7th from 5 to 10 p.m. on The
Deck at Westfield Palm Desert.
The Street event included:
• Live music from artists DJ Alf Alpha and The Pleyboyz, Speak, Thr3 Strykes,
Nikko Gray, and Cakes.
• Unique art walls and sculptures curated by the Coachella Valley Art Scene as
well as chalk art designs during the event.
• Food provided by local favorite Stuft Pizza and two out of market food trucks
• Fashion and retail displays by mall merchants
• Car displays from a Coachella car club, and
0 A blue light interactive booth from Hot Purple Energy
Staff Report
Informational Item — Street Event
December 10, 2015
Page 2 of 3
The total budget for the event was $40,000 with cash contributions by the City of
$20,000 and $3,000 from the Greater Palm Springs Convention and Visitors Bureau.
Westfield made up the rest of the budget along with in -kind funding for advertising
outreach through their Southern California malls. The following are results of the event:
• Attendance is estimated at 1,300 — 1,500 throughout the evening. There were
multiple entrances into the event and security was keeping a count from the
various entry locations
• Art — CV Art Scene came to the event as a major partner. An empty store front
within the mall was used to complete all the murals that were displayed at the
event. This store front could be viewed by the public and now after the event is
being leased by CV Art Scene to promote their presence in the community and
expand their art displays
• Music — The music groups and DJ's performed throughout the entire five hour
event with the most popular, DJ Alf Alpha, performing at the end of the evening.
The stage and sound systems were set up to direct the sound towards the
commercial district. City Hall received only one noise complaint after the event
• Food — The largest portion of the food and all alcohol was provided by Stuft Pizza
and included a variety of food choices throughout the evening. Originally four
food trucks were booked for the event and required a financial guarantee to
attend. One food truck cancelled the night before and another broke down on
the way to the event. The remaining two food trucks were both very happy with
the results and both sold out of food
• Security — Westfield brought in their Southern California security taskforce that
works all of their major events. There were no security issues during the event
The staff at Westfield felt Street was successful as a first year event and the goals they
set out were accomplished. Those goals included changing the perception of the mall
to a location for up and coming trends; establish more community relations and regional
partnerships; and create an event space that could be used by outside agencies looking
for locations in the valley. In addition, several executives and leasing agents for
Westfield were in attendance with potential new tenants to showcase the property.
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Staff Report
Informational Item — Street Event
December 10, 2015
Page 3 of 3
Next year's goals:
• Add local media partners both TV and radio to expand outreach into the
community
• Expand the merchandise to include up and coming local designers from outside
of the mall
• Continue to expand the art collection and possibly create a large TU' mural as
part of the City's sponsorship
• Additional food trucks
• Better lighting for the are
• Change up the music to have the most popular DJs mid -way through the event
rather than the later hours
Submitted by:
uth AnK Moore(
Economic Development Manager
Approval:
n M. Wohlmuth
Manager
Department Head:
4a. 4
Martin Alvarez
Director of Economic Development
Rudy Acosta
Assistant City Manager
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