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HomeMy WebLinkAbout2001-11-20 MC Regular Meeting MinutesDRAFT CITY OF PALM DESERT PROMOTION COMMITTEE MINUTES November 20, 2001 I. CALL TO ORDER Chairman Post convened the meeting at 3:00 p.m. II. ROLL CALL Present: Absent: Howard Back Ken Katz Ric Mandelbaum Gail Paparian Tammy Perezchica Rick Post Kajsa Thuresson-Frary Fred Tretta Also Present: Jean Benson Sheila R. Gilligan Piper Close Kristy Kneiding Rodney Young Donna Jean Darby Donna Gomez Pat Scully Warren Smith, Bighorn G-1CityClrkKaren RussoAPromotion 2001AMINUTES November 2001 wpd 1 George Kermode Arnold Kirschenbaum Peter Sturgeon III. ORAL COMMUNICATIONS None. DRAFT IV. CONSENT CALENDAR A. APPROVAL OF MINUTES OF THE PROMOTION COMMITTEE MEETING OF OCTOBER 23, 2001. Rec: By Minute Motion, approve Consent Calendar as presented. Chairman Post requested that Rodney Young be added to those in attendance at this meeting. Motion by Member Mandelbaum, seconded by Member Paparian, to approve the Consent Calendar as presented and amended, carried unanimously. V. CONSENT ITEMS HELD OVER None. VI. NEW BUSINESS A. COMMITTEE MEMBER BACK'S LETTER OF SEPTEMBER 10, 2001 Rec: By Minute Motion, Receive and file. Chairman Post indicated that a copy of Mr. Back's letter was provided in the agenda as a receive and file item and no action needed to be taken. The letter was discussed in a subcommittee meeting. Many items mentioned have already been adopted in the Marketing Plan and new items are being discussed with staff with the potential of bringing some of them to the committee for discussion and consideration. Chairman Post thanked Mr. Back for taking the time to put the letter together. Member Back mentioned that his letter contains a lot of thoughts. He feels that the advertising and promotional efforts are great. One area he feels could be tapped is national and international visibility through public relations. He would like the committee to consider this. Ms. Perezchica indicated that she was surprised with the depth and magnitude of Mr. Back's comments. She would like a point -by -point reference to the things the subcommittee felt were covered in the Marketing Plan versus what was to be presented to the committee for discussion. The cover letter provided in the agenda did not give any G.1CityCUk'Karen Russo'Promotion 2001\MINUTES Nov0111, 1 2001 wpd 2 DRAFT sense of what was already being handled versus what could be done. She didn't feel very informed from the subcommittee's findings. Ms. Gilligan indicated that there are notes from the subcommittee meeting that will be provided with the December agenda. Member Katz indicated that Member Kirschenbaum apologized for not being at the meeting, and asked that he pass along his suggestion that for the short term the committee focus on Southern Califomia and use whatever resources are available while the market is hot. Chairman Post asked that the committee focus on comments related to the memo. Ms. Kneiding said that the current focus of advertisement has been on the Southern California area utilizing LA Magazine, Sunset Magazine, Travel Weekly, Travel and Leisure, and Palm Springs Life. California Tourism is the annual publication for Palm Springs Life and it reaches the entire state. She and Ms. Close met with representatives of Alaska Air In-flight Magazine and their flight capacity is actually up over last year at 98%. They are finding that west coast individuals are still making trips from LA to San Francisco, and from Seattle to Palm Springs. Those are popular flights. Alaska Air is our only in-flight magazine and Palm Desert is getting better coverage than ever before. Ms. Close distributed an ad schedule indicating most of our advertising is in the southern California area. We don't do any national advertising from which we need to shift dollars. Our monies are being directed to where they need to go. We have looked at it, evaluated it, and we are right on target. The only area in question was the airlines, and it has been determined that it is better than it ever has been. Member Katz said he believes there are individuals who may now visit Palm Desert who may not have come before because their other plans have been cancelled. Palm Springs is just blitzing the place with advertisement and they have 4-5 times the money we have. Ms. Close said that she wanted to touch on the comment that Palm Springs has money and is spending it because it benefits Palm Desert because Palm Desert is advertised in the airports, the bus shelters, and the Desert Guide magazine. People are seeing Palm Desert when they get to Palm Springs. Chairman Post said that the subcommittee looked at many of the different issues that Mr. Back mentioned and determined that certain ones should be explored further by staff. A report will be presented to the committee at the appropriate time. Member Paparian thanked Mr. Back for taking the time to prepare the letter. She felt a new member should be given a packet of GVCityClrk\Karen RussoA Promotion 2001 AMINUTES November 200I wpd 3 information to bring them up to speed. DRAFT Ms. Gilligan said that she met with Mr. Back three to four times for an hour or longer each time as has Kristy and Piper. The effort has been made. We all should revisit the Marketing Plan and if anyone needs a copy, it will be provided. Chairman Post suggested that new members be given copies of past meeting minutes and the Marketing Plan to give them a feel for where the committee is going. Member Mandelbaum suggested that members should have a notebook, and agendas and minutes should be three -hole punched so that they can be kept in the notebooks and used as a reference. Ms. Gilligan indicated that at one point this was done. If there was committee consensus, notebooks will again be provided. Ms. Benson said that in reading Mr. Back's letter, his perspective is very good and the interest is good; however, there are many things covered in the letter that the City is not allowed to do; i.e. asking the Marriott and McCallum to change their name. It is time consuming for staff to bring new members up to speed on projects. There could be something of past committee history and a little bit about what we can and can't do that could be given to new members. Chairman Post said that the minutes and Marketing Plan are public record. When a new member is appointed, that individual could be directed to the public record. Ms. Gilligan indicated that this has been done. Member Back mentioned that this information was supplied only after being requested. Member Katz suggested that the committee assume this responsibility and spend time with a new member to bring them up to speed. Chairman Post said that an orientation subcommittee will be formed to handle this. VII. CONTINUED BUSINESS A. UPDATE ON 2001 BATTLE AT BIGHORN Rec: Presentation by Warren Smith, General Manager, Bighorn Golf Club. Mr. Smith distributed media copies relating to the Battle at Bighorn. There were an estimated 5,000 people in attendance from 27 states. Television coverage was during prime -time on ABC and the program G ACityClrk\Karen RussoAPromotion 2001 ',MINUTES November 2001 wpd 4 RAPT also aired in over 16 other countries. Over 77 credentialed media organizations representing television, print, radio and Internet for local, national and international audiences were in attendance. The Nielson ratings peaked at 6.9; each point represents 1.008 million households.. With an average of two viewers per household, total estimated viewership was 6,955,200. Bighorn Golf Club spent approximately $1, 400,000 to promote the event. A question was asked as to whether this event would be held at Bighorn in the future, and Mr. Smith said that is something that will be considered and discussed. This is the third year of the contract. There was discussion about the television ratings this year versus last year, and Mr. Smith said that the ratings were down a little this year and the reason is unknown. Chairman Post said that the amount of coverage from the event is extraordinary. Ms. Scully mentioned that because of the publicity Palm Desert received from this event, she has been invited to speak at a state conference on the City's participation and partnership. Palm Desert will receive additional publicity and recognition because of this event. There was a suggestion to bring together a group of journalists and coordinate a Palm Desert Journalistic event around the Battle at Bighorn. Ms. Gilligan indicated that has been done in the past, but being a government agency, there are restrictions on what can be done. Chairman Post asked staff to look into this. VIII. OLD BUSINESS A. REQUEST FOR RATIFICATION of Assistant City Manager's approval for certain bus shelter advertising. Rec: By Minute Motion, ratify the Assistant City Manager's approval. Ms. Kneiding indicated drawings were in the packet. Staff reviews and approves the bus shelter posters before they are displayed. They are then ratified because they are time sensitive. Motion by Member Mandelbaum, seconded by Member Katz to approve as ratified, unanimously carried. G-ACityClrk Karen RussoAPromotion 2001AMINUTES November 2001 wpd 5 IX. REPORTS AND REMARKS DRAFT VISITOR INFORMATION CENTER - Donna Gomez Ms. Gomez said that a flyer was distributed inviting members to the Appreciation Sale on November 21 at the Visitor Center. Sales are increasing. Walk-in visitor activity slowed down for a short time, but there is an increase now. The numbers are equivalent to last year. Ms. Gomez indicated there is always a need for additional volunteers. Member Mandelbaum suggested contacting the Senior Center, and Ms. Gomez said that is done. There are 12 regular volunteers during the week and there is a need for weekend volunteers. WEBSITE SUBCOMMITTEE - Kristy Kneidinq No report. MC CALLUM THEATRE - Kajsa Thursesson-Frary The "Celebrate Shakespeare" event took place on November 11 at the Civic Center Park in partnership with the City. This was a live professional classic theater performance of "Midsummer Night's Dream" with about 350 people in attendance. There has been positive feedback from this performance. There were also three public workshops in partnership with the Fine Arts Division at C.O.D. All three workshops were filled to capacity and were successful. The Choreography Festival, which is in its fifth year, will take place in November, 2002. There was a telephone conference involving 20 teachers from Gisborne inviting them to attend the Education Summer Program along with local teachers. There are six spots offered to teachers from Gisborne. Chairman Post welcomed Ms. Thuresson-Frary back and congratulated her on the birth of her son. CIVIC ARTS COMMITTEE - Donna Jean Darby Ms. Darby indicated there was no report from Civic Arts this month, but reported on Sister Cities. There is an upcoming Transpacific Golf Tournament. Mark Westenra from New Zealand attended the November 3 reception and brought information that is being disbursed to Palm Desert schools. A singer from New Zealand will be making her U.S. debut at the McCallum on February 9. The McCallum is offering a limited number of seats at a reduced rate for the performance. G VCityClrk\Karen Russo APromotion 2001 1 MINUTES Nov.r 2001 wpd 6 Lite A question was raised as to the status of the perspective Mexican Sister City. Ms. Darby indicated there will be a joint meeting with City Council within the next couple of months to get their direction as to if and how to proceed. The City received a 48-hour notice that officials from Ixtapa could not attend the weekend event including the golf cart parade. There is communication but nothing concrete at this time. CHAMBER OF COMMERCE - Susie Harvey Ms. Harvey was not present, but Chairman Post commented on the 5th Annual Peace Officer Appreciation Luncheon held November 20. The City of Palm Desert was an award sponsor as were other organizations and businesses in the valley. Approximately 400 people attended this event. DESERT WILLOW GOLF RESORT - Rodney Young Mr. Young indicated Desert Willow hosted the Executive Women's Golf Association Golf Tournament last month and it was successful. Many ladies who participated had not been to this area before and enjoyed it. The Prestige Golf Tournament received a great deal of coverage on television and newspapers along with school websites. This event attracted a lot of individuals from the sponsoring companies with over 400 room nights booked in the City of Palm Desert. A "Day With The All -Americans" will take place during December with 90 corporate sponsors, 30 celebrities, and 150 players. Golf Magazine featured 10 courses in the area and they requested photos to feature Desert Willow in the March edition. Year-to-date statistics have been great. October numbers beat budget in the golf operation by $15,000 and food and beverage beat budget by $11,000. This month, food and beverage has done 96% of budget, golf is at 77% of budget, and merchandise sales are at 95% of budget. There were 6,676 rounds of golf during October versus last year at 5,700. NEWS BUREAU - Kristy Kneidinq Ms. Kneiding said that the contract was signed with Subaru and the golf tournament will air on Fox Sports. Ms. Kneiding distributed information on the News Bureau Summary of Activities along with information on the 2001 Golf Cart Parade. The City is promoting the upcoming Holiday in the Park_ Alaska Airlines In -Flight Magazine has a special desert section and El Paseo was featured on the cover of this section in the November issue. Photography was provided to them AFT G.\CityClrk\Karen Russo\Promotion 2001\MINUTES Nov..nizi 2001..wpd 7 FULL GALLOP MARKETING DAFT Ms. Close distributed information on a buy opportunity from Palm Desert Life for the Palm Springs Desert Resorts section, with a circulation to Orange County, San Diego, LA. A full page is $13,900, and any increment of that can be purchased. Ms. Close asked for the committee's comments on this opportunity. Ms. Perezchica said the value of the buy is significant. One - quarter page in the L.A. Times alone is $20,206; a quarter page in the Orange County Register is $9,443; the San Diego Union Tribune is $11,211. Total expenditure for a quarter page would have been $40,861. We are being offered a full page for $13,900. Circulation is 427,000. Ms. Kneiding indicated that all City ads include the City's website and Visitor Information Center "800" number. Member Katz said that we need a "call to action" rather than soft sell. Ms. Close indicated that restaurants and hotels may be buying their own ads. Ms. Perezchica asked for Ms. Close's thoughts given some of the domestic market material that is currently being worked on and deploying those kinds of funds. The ad would hit in January which is a good time for fall -out for cancellations. Ms. Close said that she is in favor of it and believes it is a great buy and would like to have the billboards to go along with it. Ms. Perezchica asked if it was either/or? Ms. Close said that going after outdoor advertising is a very long shot Motion by Member Perezchica to purchase the full -page ad, seconded by Member Mandelbaum, unanimously carried. Ms. Close said that she believed this was a good way to spend part of the $20,000 because it will be effective. There may be some other things that could be done with the launch of the Shopper Hopper in January. The bus shelters in Palm Springs have been noticed and she has received comments and believes that is a good place to put the Shopper Hopper campaign. Ms. Close said a revised budget will be prepared that includes everything. Ms. Gomez will receive the update so that she has an overview of all the publications that we are buying so that a record can be kept of website hits from the various publications. Ms. Gomez said that it will be added to the activity listing for next year. Some of the numbers are going down which may the result of the increased number of hits on the website. People are utilizing that more. $20,000 is budgeted for an in-flight video. An opportunity presented itself shortly after September 11 that was not acted on because the concept was not appropriate and the timing was bad to be effective. Ms. Close has been putting together proposals from Outdoor Advertising Company both locally and regionally. She understands this is not something that the City Council would approve, and if the committee feels there is a way G. ACityChk\Karen RussoAPromotion 200 IAMINUTES November 200I wpd 8 a presentation can be put together for the Council, the $20,000 could be used for this. Member Mandelbaum indicated he has a large credit for bus shelter advertising throughout Southern California. If there is an interest, they could offer a phenomenal buy. COMMITTEE CHAIRMAN - Rick Post Chairman Post thanked committee members for their insightful remarks during the meeting. He indicated the Committee orientation is scheduled for November 26, and asked Ms. Gilligan for comments that could be shared during this meeting. COMMITTEE MEMBERS Member Tretta mentioned he is pleased with the positive difference in the committee today versus five years ago. STAFF Ms. Gilligan mentioned that the amphitheater project went to the City Council; however, the Civic Arts Committee has taken issue with the process that was followed. Once the final drawings are ready, it will come to the committee before going to Council. Ms. Gilligan reported that a resolution was adopted at the last City Council meeting changing all committee/commission meetings to bi-monthly with the exception of the Planning Commission and Architectural Review Commission. The committees can meet in the middle months on an "as - needed" basis if there is business that needs to be attended to. Regular meetings beginning January 1, 2002, will be: January, March, May, July, etc. In the meantime, subcommittees of the larger committee could be working on special projects; i.e. budgets. This new schedule is an attempt to make the committee/commission effort more efficient. A question was asked about attendance accountability for the spontaneous meetings. Ms. Gilligan said that an ordinance to reduce the number of absences will be presented to Council in December. The attendance requirement does not apply to special meetings. There are two City bus shelters under construction; one at San Pablo/111 and one in front of Baker's Square. December 8 is the Committee/Commission holiday party at Desert Willow. As a result of the success with Sitewire and our current tourism website, the City has engaged the services of Sitewire for the art website and e-gov site. G:ACityClrk\Karen Russo APromotion 20011MINUTES Nov,, 2001 wpd 9 DRAFT Once the e-gov site is up and running, the minutes from committee meetings will be accessible. X. ADJOURNMENT Motion to adjourn made by Member Mandelbaum, seconded by Member Thuresson-Frary, unanimously approved. Meeting adjourned by Chairman Post at 4:30 p.m. KAREN RUSSO Recording Secretary G.VCityClrk\Karen Russo APromotion 2001AMINUTES NovLmbc. 2001 wpd 10 Battle At BIGHORN 2001 Summary In attendance: Estimated 5,000 people 27 States Represented - Estimated 1,000 California residents from outside Coachella Valley — Other states represented: AK, AL, AZ, CO, FL, GA, ID, IL, IN, KY, MA, MN, MO, MS, NE, NM, NJ, NC, NV, NY, OR, PA, TN, TX, UT, WA Television Coverage: Prime -time, live coverage during the popular Monday night spot. In addition to ABC TV's coverage, also aired in over 16 other countries Ratings: Peaked at 6.9 Nielson - Each point represents 1.008 million households.. With an average of two viewers per household, total estimated viewership: 6,955,200 Media: Over 77 credentialed media organizations representing television, print, radio, and Internet for local, national and international audiences. Total Purse: $1.7M total - $1.2 to winners, $500,000 to runner-up. A portion of each player's winnings, totaling $300,000, went to charitable organizations 11'�V ul ♦iL 1J J.7 r:1.i PI IMG TO: FAX NO: COM PANY/P[RM OR IMG OFFICE LOCATION Dee I Iubbard Warren Smith 760-776-7125 Bighorn Golf Club Re: 2002 Battle at Bighorn Press Coverage Dear Dee and Warren, FACSIMILE TRANSMISSION IMG :ENTER SUITE 100 1360 EAST NINTH STREET CLEVELAND, OHIO 44114-1732 216/522-1200 FAX: 216/522-1145 FROM: Eric Jonke DATE: November 20, 2001 FORDISTRIBUTION: NOT FOR DISTRIBUTION. TOTAL PAGES (TNCL THIS PAGE): 6 Attached is some of the terrific coverage we received upon announcing next year's date and field for the ]Battle at Bighorn. We look forward to seeing you later this week when we are in town for the Skins Game. Best Regards, Eric Jonke (Dictated, not read) Ijlc cc: Alastair J. Johnston Barry Prank Michael Stearns Kevin Krisle This document contains information that Is confidential. It Is for the exclusive use of the addressee. If you are not the addressee, please note that any distribution, copying or use of this document or the information In It Is prohibited. If you have received this document in error, please telephone us to arrange for its return. Thank you. NOU 20 2001 13.25 216 436 3477 PaGE.01 11':U'U1 7LL rA.1 Liu 4ou J4ei .1/ Friday, November 9, 2001 Tiger, Golden Bear to team at Bighorn Tiger Woods and Jack Nicklaus take on Sergio Gar- cia and Lee Trevino in the third Battle of Bighorn next summer. The July 29 match, at Bighorn Golf Club in Palm Desert, Calif., will be televised live by ABC at 8 p.m. ET. "I'd rather be playing golf with Tiger than against him," Nicklaus said. "He's a tremendous talent and a quality person. I've enjoyed the golf we've played together. I expect this to be fun." The winners split $1.7 million, the losers $500,000. Last year Garcia upset Woods. Last summer Woods and Annika Soren- stam defeated David Duval and Karrie Webb in an al- ternate -shot format. N2u 20 2001 13:25 216 436 3477 PPGE.02 a-) a,) -' c --as I a) ^ o `t v� S.:�"r� asp, �n.�.� c . , Al o as o U y 'v - a) = • �' s...� �. +�' 2Z � a) ,...a) o o 0-a o�`- W -x -::: E '1 ,.. a) cl U O O U c� Cn ~ i=�o t .x O N > >, a V n. U c - .'-) � +'`�'0• >'C^tea. v<�,o Q LX y c,.>.E•��c��^ to ✓ ac s a) `tl ▪ 0ti, �� -R. I o-a 3� z A--"o 'CS al $.. cC O, a,C7os,F,� C O Ci0 -p cn s., a) C -. cn 5 Q o a� a� t w o= p = o o Es�� o.o�., =...4 ti.c � 3 oa Vt CZ X - p O rn b13 +-. .c CZ' o 0 O o c� O s, cC cc/ a) F-' C -0 pi 7,3-F,-5. s fl,3v 2 E E s� ° g NO) 23 2001 13:23 216 436 3477 PAGE.03 0.0 t Garcia -Trevino CIS Cit J• pall C.) c v u ,.- eq �° C C -55' O u d v °o o p m F- c°1. a I� = o a E lc, z s g o 0 m n -- 5 o u L'.c c '� R! u L C> A 0 ,tl C .0w _ " o E Yc G >o c: Z L ea O fz7 "' C m V C ...n OL C -O -c60 0 C N c! C L h.+J O. 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C .a'.. c'fl G �j " � s 7 O_ L S qq LL A C, J • � 1 . v C C `a., CO 'Q ' au) u cv 0 � 0 E c o -xi >.o A= C� e`u.Omcel.'A�t o 0- eo •,n C > 97 — U 2 -, 0 NOV 20 2001 13:26 216 436 3477 PAGE.04 NOVEMBER 9, 2001 Ce • IL-40 t,tt %Re • #•14 cb ccE -r"-▪ )45-Jao� . - ct' .-4 r 0.1 4) 4- cn . E �•E o .- NOU 20 2001 13:26 216 436 347? PAGE.05 11 YU-U1 ILL 17.U1 rAA GiU 4)U J441 opt aii E rourier FRIDAY, NOVEMBER 9, 2001, WOODS WITH NICKLAUS At Palm Desert, Calif., Tiger Woods and Jack Nicklaus will team up in a prime -time television exhibition next summer, taking on Sergio Garcia and Lee Trevino in the third edition of the Battle at Bighorn. Woods and Nicklaus have played together only once, the first two rounds of the 2000 PGA Champi- onship that Woods won for his third straight major. They will play a best -ball match .July 29 — a Monday night — at Bighorn Golf Club, with the event televised by ABC Sports. It will be the fourth straight year of prime -time TV for Woods. He defeated David Duval at Sher- wood Country Club in Thousand Oaks, Calif., in 1999, then lost to Garcia at Bighorn the following year. NOU 20 2001 13:25 216 436 3477 PgGE.06