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Home My WebLink About2018-05-17 EPPBID Regular Meeting MinutesBoard Meeting Minutes May 17, 2018 El Paseo Parking & Business Improvement District Civic Center ACR Conference Room 73510 Fred Waring Drive, Palm Desert, CA 92260 I. CALL TO ORDER Chairman Klein convened the meeting at 8:03 AM II. ROLL CALL Board Members Present: Patrick Klein; Susan Stauber; Elyssa Goldberg; Sonia Campbell; David Fletcher (late, with excuse); Christine Stein. City of Palm Desert Staff Present: Thomas Soule, Tourism and Marketing Manager; Cheri Maki, Recording Secretary Other Attendees: Councilmember Jan Harnik, City of Palm Desert; Amy Smith, Senior Vice President, Chartwell Properties; Stephanie Greene, Director, FG Creative; Natalie Berg, Account Coordinator, FG Creative; Paul Hietter, Marketing Office Manager, Saks Fifth Avenue;, Ryan Ryan, Owner, The Jewelry Bar; Ken Gould, Business Manager, The Jewelry Bar Chairman Klein acknowledged guests Paul Hietter, Ryan Ryan and Ken Gould and thanked them for their attendance. III. CONSENT ITEMS a. Approval of minutes from April 19, 2018 Board of Directors Meeting. Mr. Klein asked for a motion to approve the minutes from the April 19, 2018 Board Meeting. A motion was made by Campbell, seconded by Stauber to accept and approve as submitted. Motion passed unanimously with a 5-0-0 vote, with Klein, Stauber, Goldberg, Campbell and Stein voting in favor. b. Approval of the Financial Statements ending April 31, 2018. Mr. Klein mentioned that the numbers from April's financial statement seemed light on the expenses. Mr. Soule clarified that there are several items that have not hit the budget yet but he expects that it will be trued up by next month. 1 There being no further discussion on the matter, a motion was made by Campbell, seconded by Stauber to accept and approve the financial statement ending April 31, 2018 as submitted. Sonia Campbell motioned to approve and Susan Stauber seconded. The motion passed unanimously with a 6-0-0 vote. IV. ORAL COMMUNICTIONS Mr. Klein stated that a new store, Vince, opened April 26, 2018 at The Gardens on El Paseo. They are located in the space formerly occupied by Banana Republic, which had been vacant for the past eight years. V. CONSENT ITEMS HELD OVER There were none. VI. MEDIA PARTNER UPDATES/PRESENTATIONS: a. Palm Springs Life i. Website Report; Sent prior to meeting ii. Directory/Catalogue Reports; Sent prior to meeting Mr. Klein stated that the results from the Fashion Week and Food and Wine events will be presented at next month's meeting. VII. OLD BUSINESS There wasn't any. VIII. NEW BUSINESS a. FG Creative: Marketing Update Ms. Greene thanked the Board for the award of the contract and said that FG Creative looks forward to continuing to work with them. i. Monthly Marketing Report; Sent prior to meeting There were not any comments ii. Brief Recap of Final Marketing Efforts through June 30, 2018 Ms. Greene notified the Board that the Summer Chill program commercial has been completed and has been running since May 1,' 2018 in the Orange County, Los Angeles and San Diego regions and the website has been updated. Ms. Greene also mentioned that FG Creative has been working with the Greater Palm Springs Convention and Visitor's Bureau, (CVB) on other marketing ideas. The CVB has put together their "Chill" 2 book which is poly -bagged with both Palm Springs Life and LA Magazine, Orange Coast Magazine and San Diego Magazine and will drop June 1, 2018. Ms. Harnik commented that the CVB has significantly increased their inclusion of El Paseo and Palm Desert in their publications and she thanked Mr. Soule for his efforts in growing the relationship. Ms. Greene interjected that another reason might be because of the Board's decision to upgrade the membership. She added that the relationship has also grown from Ms. Stein's participation as well as FG Creative becoming a partner of theirs. Ms. Greene added that by partnering with the CVB, there is more opportunity to be included in FAM tours. She also recapped her positive experience that she had with an influencer that was here in Palm Desert last weekend. Travel Host Magazine restarted their publication and included a free advertisement for the City of Palm Desert in this month's edition. Ms. Greene said that Locale Magazine recently featured an article that profiled her and that she took the opportunity to mention El Paseo and Palm Desert in her interview. Ms. Greene thanked the Jewelry Bar for the jewelry they provided as well as BG's for the dress and location. She reminded the Board that FG Creative is their "brand ambassador" whenever they can be. There were no comments. Monthly Marketing Report sent prior to meeting. Eye on the Desert Segments; Review March 20 & April 9 (May 8 Pending) This item was held over until next month. iii. June 12 Oasis Awards — Final RSVPs This item was held over until next month. iv. Eye on the Desert Segments; Review May 9 This item was held over until next month. b. 2018-2019 Planning Input Session Results of FGC Survey Ms. Greene thanked everyone for participating in the survey. The results were discussed and are attached. ii. Determine Key Objectives and Goals 3 iii. Determine SWOT Ms. Greene led a discussion covering the perceived strengths, weaknesses, opportunities and threats (SWOT) on El Paseo. An in depth discussion ensued. The recap is attached. iv. Discuss Initial Budget Allocations A discussion amongst the Board, and others present, ensued regarding preliminary projections regarding budget allocations. The El Paseo Budget Guide is attached. IX. Remarks a. City of Palm Desert There were no additional remarks. b. Board Members There were no additional remarks. ii. Review Proposals for Council Recommendation X. NEXT MEETING: Confirm June 21, 2018 Board Members confirmed that the next meeting will be held on June 21, 2018, 8:00 am. XI. ADJOURNMENT With nothing further to discuss, a motion was made by Stein, seconded by Goldberg to adjourn the meeting at 10:37 am. Motion passed unanimously with a 6-0-0 vote. Cheri Maki, Recording Secretary 4 EPPBID Planning Input SurveyMonkey Q1 What are the top three goals of the Marketing Budget? Check only three: Drive qualified... Increase overall... Increase impressions ... Host events 0°/0 1 0°/0 20% 3 0°/0 40% 50% 60% 70% 80% 90% 100% ANSWER CHOICES Drive qualified traffic to El Paseo Increase overall awareness of El Paseo as a destination to the SoCal Region Increase impressions and online clicks Host events Total Respondents: 8 RESPONSES 100.00°/0 8 100.00°/0 8 25.00°/0 2 50.00°/0 4 1 / 28 EPPBID Planning Input SurveyMonkey Q2 Which target markets should be the main focus? Check only three: Local - Coachella... Residents Short Term Visitors Weekend Visitors/Hot... Snowbirds Regional - SoCal OC LA SD Regional - Other ANSWER CHOICES Local — Coachella Valley Residents Short Term Visitors Weekend Visitors/Hotel Guests Snowbirds Regional — SoCal OC LA SD 0 °A. 1 0 °A. 20% 30% 40% 50% 60% 70% 80% 90% 100% RESPONSES 37.50% 3 37.50% 3 0.00`)/0 0 62.50% 5 75.00% 6 12.50% 1 62.50% 5 12.50% 1 0.00% 0 0.00% 0 2/ 28 EPPBID Planning Input SurveyMonkey Regional — Other Total Respondents: 8 0.00°/0 0 3/28 EPPBID Planning Input SurveyMonkey Q3 Within these demographic categories, please select the most important group Age Range Age Range O% 1O% 20% 30% 40% 50% 60% 70°/0 80% 90% 100% 25-54 35-65 45+ 25-54 35-65 45+ TOTAL RESPONDENTS 0.00`)/0 87.50% 1 2.50`)/0 0 7 1 8 4/ 28 EPPBID Planning Input SurveyMonkey 150K+ 250K+ ANSWER CHOICES 150K+ 250K+ TOTAL Q4 Net Income 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % RESPONSES 83.33% 5 16.67% 1 6 5/ 28 EPPBID Planning Input SurveyMonkey Male Female ANSWER CHOICES Male Female TOTAL Q5 Sex ArilswE.:.:,11"E.:.:d 7 SklIppE.:.:d I 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % RESPONSES 0.00`)/0 0 100.00% 7 7 6/28 EPPBID Planning Input SurveyMonkey Q6 Partnerships: Are you in favor of continuing the Fashion Week Sponsorship at the current $25,000? Yes No ANSWER CHOICES Yes No TOTAL 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % RESPONSES 75.00% 6 25.00% 2 8 7/ 28 EPPBID Planning Input SurveyMonkey Q7 Are you in favor of continuing with the CVB Expanded Sponsorship at the current level? Yes No ANSWER CHOICES Yes No TOTAL 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % RESPONSES 100.00°/0 8 0.00°/0 0 8 8/28 EPPBID Planning Input SurveyMonkey Q8 Are there other partnerships that should be explored? 9/28 EPPBID Planning Input SurveyMonkey Q9 Social Media: Do you personally use social media? Yes No ANSWER CHOICES Yes No TOTAL 0 % 1 0 % 20 % 3 0 % 4 0 % 5 0 % 60% 70% 80% 9 0% 100% RESPONSES 75.00% 6 25.00% 2 8 10/ 28 EPPBID Planning Input SurveyMonkey Q10 If yes, do you follow business pages and engage with their content? Yes No ANSWER CHOICES Yes No TOTAL 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % RESPONSES 100.00°/0 6 0.00°/0 0 6 11 /28 EPPBID Planning Input SurveyMonkey Q11 Please rank the platforms in order of importance Facebook Twitter Yelp TripAdvisor Blog 1 8 Slk 0 111'111111' 0 1 2 3 4 5 6 7 8 9 10 2 3 4 5 6 TOTAL SCORE Facebook 50.00% 12.50% 25.00% 0.00% 12.50% 0.00% 4 1 2 0 1 0 8 4.88 Twitter 0.00% 0.00% 12.50% 37.50% 37.50% 12.50% 0 0 1 3 3 1 8 2.50 Instagram 37.50% 50.00% 12.50% 0.00% 0.00% 0.00% 3 4 1 0 0 0 8 5.25 Yelp 0.00% 25.00% 0.00% 25.00% 37.50% 12.50% 0 2 0 2 3 1 8 2.88 TripAdvisor 12.50% 12.50% 50.00% 25.00% 0.00% 0.00% 1 1 4 2 0 0 8 4.13 Blog 0.00% 0.00% 0.00% 12.50% 12.50% 75.00% 0 0 0 1 1 6 8 1.38 12/ 28 EPPBID Planning Input SurveyMonkey Q12 Please check the ones that you think should be reviewed and considered for the Media Buy and Outbound Marketing: 8 SkIlprx.:.:,,,d 0 Radio Television/Cabl e Outdoor Billboards Print/Desert Sun Print/Magazines : any... Online Digital Paid Advertising ... Proposed Rewards App Proposed E-Mail... Co -Op Budget for Summer... Certified Folder... 0 °A. 1 0 °A. 20% 30% 40% 50% 60% 70% 80% 90% 100% ANSWER CHOICES Radio Television/Cable Outdoor Billboards Print/Desert Sun Print/Magazines: any suggestions Online Digital Paid Advertising on Social Media Proposed Rewards App Proposed E-Mail Marketing RESPONSES 37.50% 3 25.00°/0 2 25.00°/0 2 25.00°/0 2 50.00°/0 4 75.00°/0 6 62.50% 5 50.00°/0 4 50.00°/0 4 13/28 BPP30 Planning kmu1 Co -Op Budget for Summer Marketing Certified Folder Distribution ofDirectory Total Respondents: 8 0 4 EPPBID Planning Input SurveyMonkey Q13 Merchant Relations: Should we continue the monthly E-Blast Yes No ANSWER CHOICES Yes No TOTAL 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % RESPONSES 62.50% 5 37.50% 3 8 15/ 28 EPPBID Planning Input SurveyMonkey Q14 Merchant Relations: Should we continue a Fall Education Mixer Event Yes No ANSWER CHOICES Yes No TOTAL 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % RESPONSES 100.00°/0 8 0.00°/0 0 8 16/28 EPPBID Planning Input SurveyMonkey Q15 Other Ideas for Merchant Relations: Check all that apply Facebook Private Group Direct Uploading of... More Mixers Monthly site visit by FGC... 6 Slk 2 W/0 1 W/0 20% 30% 40% 50% 60% 70% 80% 90% 100% ANSWER CHOICES Facebook Private Group Direct Uploading of Events to the ShopElPaseo Website More Mixers Monthly site visit by FGC staff to each store Total Respondents: 6 RESPONSES 100.00°/0 6 50.00°/0 3 16.67% 1 16.67% 1 17/28 EPPBID Planning Input SurveyMonkey Q16 Website: Do you want to see the ShopElPaseo microsite continued and expanded Yes No ANSWER CHOICES Yes No TOTAL 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % RESPONSES 57.14% 4 42.86% 3 7 18/ 28 EPPBID Planning Input SurveyMonkey Q17 If yes, do you want to add an e-mail capture feature and build a database? Yes No ANSWER CHOICES Yes No TOTAL 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % RESPONSES 66.67% 4 33.33% 2 6 19/28 EPPBID Planning Input SurveyMonkey Q18 If yes, do you have any suggestions for improvement? 20 / 28 EPPBID Planning Input SurveyMonkey Q19 If NO, why? uu, a(::; 21 /28 EPPBID Planning Input SurveyMonkey Q20 Do you want to allocate budget and resources to produce events on El Paseo? Yes No ANSWER CHOICES Yes No TOTAL 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % RESPONSES 87.50% 7 12.50% 1 8 22 / 28 EPPBID Planning Input SurveyMonkey Q21 If yes, what percentage of the budget do you recommend by allocated? 11 d 'Mom( d 10°A. 1 5 % ANSWER CHOICES 1 0`)/0 15% TOTAL 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % RESPONSES 40.00% 2 60.00% 3 5 23 / 28 EPPBID Planning Input SurveyMonkey Q22 Do you want to allocate budget to partner with existing events on El Paseo? Yes No ANSWER CHOICES Yes No TOTAL 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % RESPONSES 50.00°/0 4 50.00°/0 4 8 24 / 28 EPPBID Planning Input SurveyMonkey PD First Weekend... Events at the Gardens Thanksgiving Walk Paint El Paseo Pink Palm Desert Food & Wine Q23 If yes, which events? W/0 1 W/0 20% 30% 40% 50% 60% 70% 80% 90% 100% ANSWER CHOICES PD First Weekend Featured Event/Swing & Hops Events at the Gardens Thanksgiving Walk Paint El Paseo Pink Palm Desert Food & Wine Total Respondents: 4 RESPONSES 100.00°/0 4 0.00`)/0 0 0.00% 0 50.00% 2 0.00% 0 25/28 EPPBID Planning Input SurveyMonkey Q24 If yes, what percentage of the budget do you recommend by allocated? 10°A. 1 5 % ANSWER CHOICES 1 0`)/0 15% TOTAL 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % RESPONSES 75.00% 3 25.00% 1 4 26 / 28 EPPBID Planning Input SurveyMonkey Q25 Public Relations: What are the most important tactics for the publicity efforts: Monthly Releases Local interview... Focus on the El Paseo Blog Focus on Paying... Video Production Photography ANSWER CHOICES Monthly Releases Local interview opportunities Focus on the El Paseo Blog Focus on Paying Influencers Video Production Photography Total Respondents: 6 W/0 1 W/0 20% 30% 40% 50% 60% 70% 80% 90% 100% RESPONSES 0.00`)/0 0 50.00% 3 0.00% 0 83.33% 5 16.67% 1 33.33% 2 27 / 28 EPPBID Planning Input SurveyMonkey Q26 What other categories need to be included in the budget? Video Production Photography ANSWER CHOICES Video Production Photography Total Respondents: 5 0 °A. 1 0 °A. 20 °A. 3 0 °A. 4 0 °A. 5 0 °A. 60 % 70 °A. 8 0 °A. 9 0 °A. 10 0 °A. RESPONSES 60.00°/0 3 40.00°/0 2 28/28 R T I u; "> Experts in Mar CLIENT: EPPBID DATE: May 17, 2018 PROJECT: Planning Session STRENGTHS OF EL PASEO • Current Awareness/Current Marketing Efforts • Current Mix of Retail & Restaurants • Current Mix of All Other Categories • Ongoing Support of the City • Location • Fashion Week • Food & Wine • City Events - Swing N' Hops • Courtesy Cart • Support of Concierge Association • Popularity with Visitors/TripAdvisor Rating • Other: WEAKNESSES • Vacancies • Lack of Engagement with all Landlords • Lack of Specific Retail Shops/Concepts • Size of District • No Event Space/No "Center Court" • Current Marketing Efforts • Other: OPPORTUNITIES • Interaction with City on Future Plans • New Ideas to Allocate Budget • New Shopping/Traveler Habits • Expanding the BID (if possible) • Other: THREATS • Downtown Palm Springs • Other Proposed Shopping Areas; o Agua Caliente o The River o Other • Erosion of Shoppers due to Internet • Vacancies/Media Perception keting CLIENT: EPPBID DATE: May 17, 2018 PROJECT: Planning Session BUDGET: $235,000 BUDGET ALLOCATIONS - KNOWN 1. FGC Retainer 2. Fashion Week Sponsorship 3. PSL (8) Print Ads 4. Certified Folders 5. Graphic Design 6. Courtesy Carts 7. CVB Membership 8. Administration 9. PSL Delivery/Catalogues TOTAL: $ 24,000 $ 25,000 $ 36,000 $ 3,500 $ 12,000 $ 5,000 $ 3,000 $ 3,000 $ 3,000 REMAINING: $120,500 $114,500 FOR CONSIDERATION: 1. Public Relations $ 12,000 2. Merchant Relations a. Facebook Group $ 12,000 3. NEW: Rewards App $ 20,000 4. NEW: Database/Eblast $ 14,400 5. Fashion Week - FGC Efforts $ 3,500 6. Summer Co -Op with City of PD $ 10,000 7. Suggested: Events 10% $ 23,500 TOTAL: $ 95,400 GRAND TOTAL: $215,400 REMAINING: $19,600 UNDETERMINED 1. Social Media 2. Media Buy a. Radio b. TV c. Print d. Digital Online e. Paid Social Media 3. Other CLIENT: EPPBID DATE: May 17, 2018 PROJECT: Planning Session - Recap 1. Goals of the Marketing a. Drive Qualified Traffic b. Increase Overall Awareness c. Host Events 2. Target Market a. Geographic Areas i. Local; Weekend & Hotel Guests ii. Coachella Valley: Focus on visitors and guests iii. So Cal Drive Markets b. Predominantly Females; add in LGBTQ+ (via photography?) c. Age Range: 25-65 d. Net Income: $150K+ 3. Strategies a. List stores or major brands (Influencers, social media) b. Work with PSL photos to include 2 males, 2 females, etc. c. Focus on luxury customers 4. Partnerships a. Fashion Week i. Discuss more events during the day, not in the tents ii. Discuss sponsorship covering digital campaigns iii. Discuss new partnership ideas with Chamber iv. More So Cal outreach prior. Influencers? b. CVB Membership i. Yes, meet and discuss So Cal Co-Ops; billboards, other? ii. Discuss CVB Influencer plans iii. Discuss CVB Social Media inclusion c. Summer Co -Op with City of PD and CVB: Include $10,000 budget. d. PD Chamber: Set up a meeting to discuss co-op opportunities. 5. Social Media a. Work with a consultant; get cost estimate b. Focus on Instagram; Facebook. c. Add TripAdvisor focus if feasible. d. Add Twitter, YouTube, Google+ if feasible based on fees e. Research any other 6. Media/Advertising a. Radio - delete; review if EPPBID hosts events b. TV - delete c. Outdoor - work with CVB for Co -Op option d. Print - Desert Sun: only if EPPBID hosts events e. Print - PSL: Leave in the amount; meet with PSL and discuss allocation of entire budget; $61,000 f. Print - Locale Magazine: Include in budget for consideration g. Online/Digital - Seek options through other expenditures; PSL, Locale, CVB h. Paid Social Media Campaigns - have consultant include with proposal i. Consumer E-Blasts: i. content will be important. ii. Portal is set up on current micro -site to gather opt -in email addresses; check with PSL about adding a portal on the main site. iii. Make sure the "sender" is El Paseo j. Rewards App or Visitors Pass - Survey merchants, include an estimated budget. k. Microsite & PSL Website: Meet with PSL to discuss merging the sites. 7. Publicity a. No traditional; monthly releases b. FGC recommends allocating budget for their coordination of influencer opportunities, working with the CVB, booking interviews and handling requests. 8. Other Allocations a. Photography: Work with PSL; budget $8500 b. Video Production: Allocate some budget, TBD c. Graphic Production: Allocate monthly fees to cover design and brand management of all needed assets by FGC. 9. Merchant Relations a. Facebook Group: yes, FGC to estimate hours to manage. b. Rewards App: See above c. Monthly E-Blast: No, replace with FB Group 10. Host Events: Overall, most are in favor of doing this, however the budget cannot support large-scale events. a. Research small-scale events (Art Feature, Beer Tasting, Farmer's Market) b. Work with City of PD on a First Weekend monthly small event. c. Host co -events with large-scale CV events such as Tennis, Golf Tourneys, etc: d. Help PEPP by activating an event after the Walk. e. Add budget if possible.