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HomeMy WebLinkAbout2019-04-02 MC Regular Meeting MinutesCITY OF PALM DESERT MARKETING COMMITTEE MINUTES TUESDAY, APRIL 2, 2019 — 3:00 P.M. ADMINISTRATIVE CONFERENCE ROOM 73-510 FRED WARING DRIVE, PALM DESERT, CA 92260 I. CALL TO ORDER Chairman Hoehn called the meeting to order at 3:07 pm. II. ROLL CALL Present: Bruce Nation Franchesca Forrer Jeffery Norman Rolf Hoehn Absent: Erin Scott Ray Rodriguez City of Palm Desert Staff Present: Lauri Aylaian, City Manager, City Mangers Department Thomas Soule, Tourism and Marketing Manager, Econ. Development Heather Chernicki, Recording Secretary, Econ. Development Martin Alvarez, Director, Econ. Development Wayne Olson, Sr. Development Analyst, Econ. Development Deborah Schwartz Glickman, Business Advocate, Econ. Development Barbara Blythe, Visitors Services Manager, Visitors Services David Herman, Public Information Officer, City Mangers Department Vanessa Mager, Special Events Manger, Econ. Development Also Present: Councilmember Jan Harnik, City of Palm Desert Councilmember Gina Nestande, City of Palm Desert Ed Cohen, Ideapeddler Carol Dorf, Ideapeddler Jan Hulahan, JW Marriott Desert Springs Dawn McCoy, Dawn McCoy Media Page 1 of 4 III. ORAL COMMUNICATIONS None IV. CONSENT ITEMS A. Approval of the Minutes of the Marketing Committee meeting of February 5, 2019. Rec: Approved Mr. Hoehn asked for a motion to approve the Consent Items. A motion was made by Nation and seconded by Norman to accept and approve. Motion passed with a 4-0-2 vote; with Nation, Forrer, Norman, and Hoehn voting in favor. None abstained. Scott and Rodriguez absent. V. NEW BUSINESS A. Initial Report on Qualitative Research Insights. Presented by Ed Cohen and Carol Dorf, Ideapeddler. Mr. Cohen and Ms. Dorf presented to the Board the discoveries that the qualitative research study illustrated. Specifically regarding the perception of Palm Desert as a vacation destination and the role Palm Springs' popularity plays in the misapprehension and inability of the participants to understand the line of delineation between the two cities. After discussion on the data revealed by the study ensued, Mr. Cohen and Ms. Dorf presented a recommended positioning for the new advertising campaign. This positioning was a compass point dictated by the qualitative research insights as discovered and discussed. The positioning presented was refined and altered by the feedback of the Board and members of Staff. The recommended positioning was approved of for Ideapeddler to take as a guide and create a draft campaign for their next presentation to the Board in August. Mr. Hoehn asked for a motion to approve the positioning and direction for the new ad campaign as represented in the presentation of the qualitative research and discussion that followed. A motion was made by Norman and seconded by Forrer to accept and approve. Motion passed with a 4- 0-2 vote; with Nation, Forrer, Norman, and Hoehn voting in favor. None abstained. Scott and Rodriguez absent. VI. CONTINUED BUSINESS None Page2of4 VII. OLD BUSINESS None VIII. INFORMATIONAL ITEMS A. Visitor Services Reports. Presented by Barbara Blythe — Ms. Blythe informed the Board that the Visitor Services Report would be available at the next Board meeting. JW Marriott Desert Springs. Presented by Jan Hulahan — Ms. Hulahan presented the recent and ongoing renovation of the JW Marriott; elucidating the direction, timeline, and projected completion for the improvements. The Board thanked her for presenting the information and wished the Marriott luck with the projects that remain. IX. REPORTS FROM CITY COUNCIL LIAISONS A. City Council. Councilmember Jan Harnik, City of Palm Desert — Ms. Harnik informed the Board of the May 1st Groundbreaking for San Pablo's new improvement project. Ms. Harnik also informed the Board that 2019 Fashion Week finished 20% up in ticket sales and Food & Wine finished 100% up in ticket sales. X. REPORTS AND REMARKS A. Chair. Rolf Hoehn, Indian Wells Tennis Gardens — Mr. Hoehn informed the Board that the this seasons very successful Tennis Tournament was once again a record setter with 475K+ in attendance. The Tennis Gardens just finished hosting the Collegiate Challenge, the Senior Cup, the Easter Bowl, and the Indian Wells Arts Festival and is now ramping up to co -host parking etc. for the Coachella Festival with Golden Voice. Mr. Hoehn also mentioned the upcoming pickle ball tournaments occurring November 2nd to the 10th Committee Members. Jeffery Norman, McCullum Theater — Mr. Norman informed the Board that The McCullum was coming to the end of their season, with only a few more shows before the summer break including the very popular Open Call. This season generated historically high ticket sales of over $8 million. Mr. Norman also informed the Board that the new season goes on sale Thursday April 11th and eluded to the amazing lineup that they have ahead for the new season, which he was unable to elaborate on at this time. Page3of4 Francesca Forrer, Westfield Palm Desert — Ms. Forrer informed the Board of the new innovation of the integration of art in the form of murals in and around the shopping center. Ms. Forrer also informed the Board of the opening of Burgers and Beer in the old Bobby Mao space in July and that there are new stores moving into key vacancies in the shopping center which she cannot specifically reference by name but which represent an exciting step forward for the Westfield. Current events at the Westfield include a visit from the Easter Bunny, Circus Vargas and a carnival. Bruce Nation, Desert Willow — Mr. Nation informed the Board that Desert Willow had a record March with over 13,000 rounds of golf played representing an all-time high for the month at approximately $42,000 a day. Mr. Nation informed the Board that the Classic Cars Under the Stars show went well this year with over 250 in attendance. Upcoming events in April include another Dinning Under the Stars event on the 11th as well as the Easter Brunch on the 21st which is anticipated to sell out quickly. Staff Vanessa Mager, Special Events Manager — Ms. Mager informed the Board of the Olek Mural unveiling on Saturday the 6th, the Clydesdales yearly visit to El Paseo on April 24th, and of the impending Concerts in the Park in May. Martin Alvarez, Director — Mr. Alvarez elaborated on the impending improvements to San Pablo, as mentioned previously by Councilmember Harnik, and invited all to the groundbreaking ceremony on May 1st. Mr. Alvarez also informed the Board of the impending development of a 17 acre piece of property at Desert Willow. This property is being looked at to develop 350 room Hotel, 88 Villas and a large surf lagoon unique to this resort. XI. NEXT MEETING: Confirm June 4, 2019 Board Members confirmed that the next regular meeting of the Board will be on June 4, 2019, 3:00 pm at City Hall. XII. ADJOURNMENT With Board Member concurrence, the meeting was adjourned at 4:42 pm. Heather Chernicki, Recording Secretary Page 4 of 4