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HomeMy WebLinkAbout2017-11-14 EPPBID Regular Meeting MinutesMINUTES EL PASEO PARKING & BUSINESS IMPROVEMENT DISTRICT MONTHLY BOARD OF DIRECTORS MEETING Thursday, November 14, 2017 8 am* City of Palm Desert, Development Services Conference Room CALL TO ORDER: The meeting was called to order by David Fletcher, Board Chairman, at 8:05 am. II ROLL CALL: 1. Board Present: David Fletcher, Elyssa Goldberg, Sonia Campbell, Patrick Klein, Christine Stein. 2. Board Absent: Susan Stauber 3. Guests: Stephanie Greene, Natalie Berg (FG Creative), Amy Smith (Chartwell Properties), Thomas Soule, Ruth Ann Moore, Mayor Jan Harnik (City of Palm Desert), Jim Doyle, Michael Mathews (Palm Springs Life), Jana Koroczynsky (Desert Collection) III CONSENT ITEMS: 1. Approval of the Regular Meeting Minutes of October 19, 2017; David Fletcher noted one correction. 2. Approval of the Financials dated October 31, 2017. No discussion. A motion was made (Campbell/Klein) to approve the Minutes as amended and Financial Statements as presented. Approved. (5-0-1)/Fletcher - yea, Campbell - yea, Stauber - absent, Stein - yea, Goldberg - yea, Klein - yea. IV ORAL COMMUNICATIONS: NONE V CONSENT ITEMS HELD OVER: NONE VI OLD BUSINESS: 1. 2017 TV Spot; David Fletcher asked the Board for their input on the updated spot. This item was tabled and is to be added to the December 21 meeting agenda as several Board members had not yet reviewed the updated spot. 2. 2017 El Paseo Catalogue; David Fletcher asked the Board for their thoughts on the final catalogue draft that was passed to each Board Member individually for review and revisions. After discussion, it was determined that it would be helpful to review the final draft as a group next year after each Board Member had had a chance to review it individually so that suggested edits could be discussed and agreed upon by the Board as a group. Jim Doyle of Palm Springs Life advised that most all of the edits were accommodated, including larger type font and addition of more store names. He explained that the order of the pages could not be amended so close to the deadline. This process to be discussed by the Board at their next Annual Planning Session, with Palm Springs Life to determine a schedule for review. 3. 2018 El Paseo Fashion Week Sponsorship; Michael Mathews of Palm Springs Life presented the results of the first part of the added value program, the new online digital campaign. A report was presented for the Board's review. Overall the program generated over 1.5 million impressions and a decent CTR. The second effort is set to run after the Holidays to specifically drive awareness and traffic to the participating stores that will be holding In -Store Events during Fashion Week. David Fletcher then reviewed with the Board the details of the sponsorship agreement, that states that EPBID will be listed on all of Fashion Week's marketing materials as one of the sponsors of the event. While nice, he did not feel that having the El Paseo Business Improvement District listed as one of the sponsors of the event was all that important to him since "El Paseo" is already included in the name of the event and thought that there might be other things PSL could do which would not cost them any money, but may provide more of a benefit to El Paseo. David wanted to know if the other Board members felt the same way he did or if they wanted to keep the contract the way it is. Michael Mathews reviewed their methodology and provided the Board with his opinion that the inclusion of EL Paseo's logo as a sponsor of the event was very important for El Paseo. In addition, he stated that he could not think of any other things PSL could provide which would be more valuable other than the ticket packages that the Board opted to forego in favor of the online digital campaigns. After discussion, the majority opinion of the other Board members was to keep El Paseo's logo included as one of the sponsor of the event. It was agreed that this item would be discussed further by the Board at their next Annual Planning Session. VII NEW BUSINESS: 1. PALM SPRINGS LIFE a) Website Report (ElPaseoCatalogue.com): Jim Doyle reviewed the reports that were emailed previously to the Board, and addressed the Board's concerns regarding the traffic that originates from the main Palm Springs Life website. He discussed that most organic traffic is from first time visitors, and that the PSL team are reviewing analytics and discussing ideas for improving CTR from PSL main site. The Board requested that there be a larger presence of El Paseo on the Home Page, and for an update on other efforts in process. To be further discussed at the next meeting. b) Catalogue/Directory Reports: No report as the current stock is almost gone, and the new editions will go into circulation on Thanksgiving weekend. c) Fashion Week 2018: Michael Mathews took the opportunity to update the Board on the line up for Fashion Week, and requested that this be added to the next meeting agenda for a more in-depth report. 2. Marketing; FG Creative a) General: David Fletcher requested that the Board confirm for the record that the Board expects FGC to review all marketing materials, websites, events, etc. produced by or maintained by third parties which promote the El Paseo Shopping District for quality, consistency with the Board's current marketing program, and El Paseo's brand image, regardless of whether or not there is a cost to the EPBID for the element. David requested the Board to instruct FGC to notify the Board immediately if any third party producing anything promoting the El Paseo District refuses to resolve any of FGC's concerns to FGC's satisfaction. While he applauded FGC's efforts to date in creating and maintaining the brand standards for the El Paseo marketing efforts, he is concerned that a third party might, at some point, deviate from the brand and that he wanted to make sure FGC knew that they should immediately advise the Board in order to get direction and support. After discussion, it was agreed that FGC is to reach out to the Board immediately or add the topic to the next Board meeting agenda, depending on its urgency, if any third party producing anything promoting the El Paseo District refuses to resolve any of FGC's concerns to FGC's satisfaction. b) Media Plan/Update: 1. TV- Schedule: The edited TV spot is running per the approved schedule. The KESQ.com online branded content is available online, and the Eye on the Desert segments will begin in December. Christine Stein and Elyssa Goldberg agreed to work with FGC each month on the content of the segments, and FGC will coordinate with the station and the host. 2. Radio Schedule - running with existing spots; new web banners uploaded. Interviews in process. 3. Online Digital: in process, new banners uploaded monthly. 4. Print/PSL: Monthly ads in process. E-Blast and Advertorial dates to be determined- The Board decided to wait until after the holidays for a more January - April focused approach. FGC to suggest dates. c) Monthly Reports: 1. PSL Reports; addressed above. 2. FGC October Marketing Report: sent prior to the meeting; no questions or action requested. d) Image Advertising Campaign: 1. Review completed assets/in process: No action required. 2. Discuss Voice Over for TV Spot: Discussed above. 3. City of Palm Desert a) Timeline Update on El Paseo Urban Revitalization: Ruth Ann Moore gave an update on the Gibbs Team efforts to date. A Study Session with the City Council has been scheduled for December 14, at 2pm, and Board members are encouraged to attend. VIII REMARKS 1. General: a. Hotel Paseo: No firm opening date. b. Night Club on El Paseo: Possible Members only nightclub opening on El Paseo but has had no movement in the last couple of months. c. Leeds & Son: Congratulations were given on Leeds & Son's opening of a beautiful satellite store at the Bighorn Clubhouse. There will also be an In'n'Out truck on El Paseo in front of Leeds & Son on the Saturday after Thanksgiving. More information to follow from Christine Stein. 2. Board Member Reports: None. IX NEXT MEETING: Confirmed for December 21, 2017. X ADJOURNMENT: With nothing further to discuss, a motion was made (Goldberg/Stein) to adjourn the meeting at 9:45 a.m. Fletcher - yea, Campbell - yea, Stauber - absent, Klein - yea, Goldberg - yea, Stein - yea. Motion approved (5-0-1). Minutes recorded and submitted by Natalie Berg and Stephanie Greene, FGC; November 14, 2017