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HomeMy WebLinkAbout2018-10-18 EPPBID Regular Meeting MinutesCITY OF PALM DESERT EL PASEO PARKING & BUSINESS IMPROVEMENT DISTRICT BOARD MINUTES THURSDAY, OCTOBER 18, 2018 — 8:00 A.M. ADMINISTRATIVE CONFERENCE ROOM 73-510 FRED WARING DRIVE, PALM DESERT, CA 92260 I. CALL TO ORDER Chairman Klein called the meeting to order at 8:02 AM. II. ROLL CALL Present: Absent: Patrick Klein Christine Stein Elyssa Goldberg Sonia Campbell David Fletcher Susan Stauber City of Palm Desert Staff Present: Thomas Soule, Tourism and Marketing Manager Heather Chernicki, Recording Secretary Also Present: Councilmember Jan Harnik, City of Palm Desert Sat Panesar, Desert Coworking Glenn Johnson, President, Thomas/Johnson Paulina Larson, Palm Spring Life Raju Mehta, General Manager, El Paseo Jewelers Gil Reyes, General Manager, Hotel Paseo Dawn McCoy, McCoy Media Brandt Kahn, Beason Pointe Wealth Advisors Amy Smith, Senior Vice President, Chartwell Properties David Flecter, Chartwell Properties Jaclyn Scarlett, FG Creative Stephanie Greene, Director, FG Creative Paul Hietter, Saks Fifth Avenue. Page1 of 5 III. CONSENT ITEMS A. MINUTES of the El Paseo Parking & Business Improvement District Meeting of September 20, 2018. Rec: Approve with corrections Mr. Klein asked for two corrections to the meeting minutes. First correction - Paul Hietter was present at the September 20, 2018 meeting and the minutes should reflect such. Second correction - section V11 item b. listed Mr. Klein as Ms. Klein. Thomas Soule stated both corrections had been made and Mr. Klein asked for a motion to approve the minutes from the September 20, 2018 board meeting. A motion was made by Campbell and seconded by Stein to accept and approve with corrections. Motion passed with a 4-1-1 vote, with Klein, Stein, Goldberg and Campbell voting in favor. Fletcher abstained. Stauber absent. B. Approval of the Financial Statements ending September 30, 2018. Rec: Approve with corrections Mr. Klein asked for a motion to approve the financial statement ending September 30, 2018, subject to the revision of September being inserted to replace August. A motion was made by Campbell and seconded by Goldberg. The motion passed unanimously with a 5-1-0 vote. IV. CONSENT ITEMS HELD OVER None V. GUEST PRESENTATION A. Hotel Paseo: Airstream Palooza. Presented by Gil Reyes, General Manager of Hotel Paseo. Mr. Rays introduced the Airstream Palooza event that Hotel Paseo is throwing. This event is a block party to celebrate the opening of their 1 50th guestroom, the Airstream. Robert Leach created this event as a free concert, December 1, 2018 1 pm to 9pm at Hotel Paseo. Pablo Cruise will be the headliner along with four other bands. Stage will be located on Larkspur with only partial closure of the street and continued public access to The Gardens. Mr. Rays stated that all of the money from corporate sponsorships will be given to the YMCA. Mr. Rays then asked for board of merchant's support of the event through FG Creative marketing. Discussion ensued. Mr. Rays received a tentative yes on request pending group vote in November meeting. Mr. Rays thanked the Board and Page 2 of 5 community for their support. Mr. Fletcher posed question regarding Larkspur road closure for event. Mr. Rays responded that the closure will be from Hotel Paseo sign to juncture of Larkspur and Shadow Mountain. Mr. Rays assured members that traffic to The Gardens would not be blocked and that they would still have valet parking available to Hotel Paseo guests. VI. OLD BUSINESS None VII. NEW BUSINESS A. FG Creative, Marketing Update. Presented by Stephanie Greene, Director, FG Creative. Monthly Marketing Report — Ms. Greene presented the marketing report that had been sent out to the members prior to this meeting. Report included Paint El Paseo Pink Recap and information on a New Advertising Opportunity. Paint El Paseo Pink Recap — Over 2,200 participants in this, the 12th annual event. Ms. Greene presented that impactive social media coverage for El Paseo resulted from this event and there was noticeably increased engagement by the merchants of El Paseo this year. Mr. Fletcher asked for clarification of social media Views vs Impressions. Ms. Greene explained social media processes and discussion ensued. New Advertising Opportunity — Ms. Greene introduced the opportunity to advertise in El Dorado Polo magazine. The offer to the board includes a VIP table at select matches and a four -page editorial story at a cost of $2,500. Mr. Klein asked for a motion to approve expenditure of $2,500 for proposed four page advertising content in El Dorado Polo magazine. A motion was made by Fletcher and seconded by Campbell to accept and approve. Motion passed with a 4-1-1 vote, with Klein, Goldberg, Campbell and Fletcher voting in favor. Stein apposed. Stauber absent. Ad Campaign Update. Presented by Stephanie Greene, Director, FG Creative. Ms. Greene fielded various questions from the board regarding store contact, communications and presentation of data for various events etc. Discussion ensued regarding FG Creative approach to social media, potential furtherance of alternative ad campaigns and the impact and execution of Paint El Paseo Pink. Page 3 of 5 Social Media Update. Presented by Dawn McCoy, Dawn McCoy Media. Introduction of social media influencer Dawn McCoy of Dawn McCoy Media. Ms. McCoy thanked the board for her inclusion and presented information regarding Instagram, Facebook and the engagement that social media creates intra-community and extra -community. She mentioned the drive that ensues from multiple influencers interacting in the community in one event or calendar cycle. Ms. McCoy introduced the ideas associated with destination social media advertising and the engagement that derives from event oriented posts i.e. experiential marketing. She also presented an example of event generated sales and posting activation in BOLD, Beverly Hills Open Later Days. Ms. McCoy was involved in this initiative on Rodeo Drive and sees it as an example of the type of experiential marketing and content creation that El Paseo could benefit from. Discussion ensued. Board Vacancy Discussion. Vacant Board Seat — Formal introduction of Paul Hietter from Saks Fifth Avenue as applicant for vacant board seat as well as discussion of Mr. Hietter's ten page resume and comprehensive soft skill qualifications. Mr. Klein asked for a motion to approve endorsement of Paul Hiether to the El Paseo Parking and Business Improvement District Board. A motion was made by Campbell and seconded by Goldberg to accept and approve. Motion passed with a 5-0-1 vote, with Klein, Stein, Goldberg, Campbell and Fletcher voting in favor. Stauber absent. Board welcomes Paul Hietter pending November 15, 2018 City Council ratification of board's decision. No object by Council foreseen. VIII. ORAL COMMUNICATIONS A. Paulina Larson, Palm Springs Life. Update Regarding El Paseo Catalog — Ms. Larson stated that there was a merchant meeting during the week of October 8th, 2018 with 60 attendants. This meeting presented the merits of the El Paseo catalog. Ms. Larson informed the board that two positions are open in the directory as one advertiser did not renew. If ad placement is not secured for these slots Palm Springs Life will not be able to print the piece as it is advertisement supported. Ms. Larson informed the board that the 90,000 copies go to press on Monday, October 22, 2018. The team at Palm Springs Life will send daily updates regarding the future of these openings as this will affect El Paseo's yearly advertisement footprint. Discussion ensued between Ms. Larson and the board regarding the specifics of the publication and recommendations for potential advertisers. Page 4 of 5 IX. REMARKS A. City of Palm Desert None B. Board Members None X. NEXT MEETING: Confirm September 20, 2018 Board Members confirmed that the next meeting will be held on November 15, 2018, 8:00 am at City Hall. XI. ADJOURNMENT With board member concurrence, the meeting was adjourned at 9:10 am. Heather Chernicki, Recording Secretary Page 5 of 5