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HomeMy WebLinkAbout2001-03-20 MC Regular Meeting Minutes%(/ CONVENE ROLL CALL SPECIAL ANNOUNCEMENT '03/20/01 nutes Promotion Corn ittee The meeting was called to order by Chairman Rick Post at 3:00 p.m. on Tuesday, March 20, 2001. Members Present: Howard Back, George Kermode, Arnold Kirschenbaum, Ric Mandelbaum, Gail Paparian, Tammy Perezchica, Rick Post, Kajsa Thuresson-Frary, Peter Sturgeon, and Fred Tretta. Members Absent: Ken Katz. Others Present: Sheila Gilligan, Assistant City Manager; Donna Gomez, Manager of Visitor Information Center; Susie Harvey, Director of Chamber of Commerce; Kristy Kneiding, Public Relations Coordinator; Pat Scully, Senior Management Analyst; Gary Goodsell, Director of Marketing -Desert Willow; Piper Close, Full Gallop Marketing; Donna Jean Darby, Civic Arts Committee Liaison; and Recording Secretary Karen Russo. Guests Present: Warren Smith and Carol Cochran, Big Horn; Carolyn Miller, Civic Arts Manager; Janice Lyle, Executive Director, Palm Springs Desert Museum Executive Director. Chairman Post indicated there was an emergency item to add to the March 20 agenda - Item H, New Business, Review of Palm Springs Desert Museum Proposal For Exhibition Sponsorship. Rec: Endorse as presented. Motion by Member Mandelbaum to add this item to the March 20, 2001 agenda, second by Member Paparian, unanimously carried. Minutes P mo i n Commto ORAL COMMUNICATIONS CONSENT CALENDAR CONSENT ITEMS HELD OVER 03/20/01 A. None. B. None. A. REQUEST FOR APPROVAL OF MINUTES OF THE PROMOTION COMMITTEE MEETING OF FEBRUARY 20, 2001. Rec: By Minute Motion, approve Consent Calendar as presented. Motion by Member Paparian to approve the Minutes as presented, seconded, and unanimously carried. Member Perezchica mentioned that in the Minutes it notes that she was absent. Ms. Perezchica indicated she attended the California Travel Market Conference and questioned whether this should be listed as an absence. Ms. Gilligan indicated that there are no excused absences. Council policy allows three absences per year for Committee/Commission members; the fourth absence constitutes an automatic resignation. The reason there are four, allowed absences is because Council recognizes there may be conflicts throughout the year. Ms. Perezchica felt that because she was doing work on behalf of the Committee and Palm Desert, she had a hard time accepting the absence. None 2 Minutes P o o i n Committee NEW BUSINESS 3/20/01 A. REQUEST FROM BIGHORN FOR CITY SPONSORSHIP. Rec: Concur with staff that this event is unique in its promotional opportunity for the City, and determine an appropriate amount for City sponsorship. Chairman Post introduced Mr. Warren Smith, General Manager, and Gail Cochran, Director of Marketing, Bighorn. Mr. Smith distributed written information and showed a video from last year's event. The vignettes are shown in countries where the event was broadcast other than the United States. There were approximately 6,000 spectators and 7.5 million households viewing the prime time event held Monday night. Mr. Smith further indicated that there are plans to expand the event this year to a weekend event. The commitment to the event is three years. The Committee asked Mr. Smith for a copy of the event budget. Mr. Smith indicated that he didn't have it available, but in excess of $1 million has been expended. . Ms. Gilligan indicated that she has had several meetings with Bighorn and City staff. The Battle At Bighorn was a great promotional tool for the City of Palm Desert last year. It was an opportunity for the City of Palm Desert to show itself off, especially at a time of year when people think it is too hot to be here. Palm Desert was shown to be a year round community with a lot going on. The City has, in the past, supported the Skins Game, and did so with a $98,000 contribution which paid for the viewing of a 45 second vignette. Audience ratings for the Skins Game were not 3 03/20/01 mutes Pao o on Committee available, but it wasn't as large as the Battle at Bighorn. Ms. Gilligan reviewed last year's letter from Bighorn requesting $100,000 and the Committee subsequently approved $50,000. It would cost an estimated $150,000 to purchase a 30-second spot during the Battle of Bighorn. A lot of the promotional activity during the event, such as the banner, comes with televising the event. The Committee is being asked to determine the amount of value we receive. We are working on a weekend of activities, including getting restaurants involved, getting businesses to participate in a sale, and making it truly a weekend where people can come to the desert. Mr. Smith is working with the hotels in the community, starting with the Marriott, so that they have a weekend package to promote their hotel. Ms. Gilligan indicated that when she met with Warren Smith and Gail Cochran for the first time she told them $500,000 would be hard to sell because it is difficult to quantify/qualify an amount of value for the City of Palm Desert. But it definitely is a benefit to the community when we are looking at opportunities to promote the slower season for our businesses. Ms. Gilligan is looking to the expertise of this Committee to determine the value, and if deemed appropriate, to recommend an amount the City Council. Chairman Post asked if there was anyone on the Committee who would not recommend any amount of participation or sponsorship of this event. No one indicated this to be the case. Chairman Post asked Mr. Smith what would happen if we did not sponsor $500,000. Mr. Smith said that when this event was negotiated, Mr. Hubbard was building a golf course in Riodoso, New Mexico, and it was suggested that there could be the ability to switch locations in the third year and that is part of the contract. Bighorn is his love, and Mr. Smith feels he wants to see this grow into more than a golf tournament, to benefit the desert and Bighorn. 4 Minutes Pro otion Comm 3/20/01 A question was asked if we would have the same amount of exposure as last year or more. Mr. Smith indicated more. Mr. Smith indicated that they want to hold the event on Monday night when there is no other prime time event scheduled. A question was asked whether there was 100% assurance that Tiger Woods would be there. Mr. Smith said yes, as much assurance as he could have. If he is not there, there is no tournament. A question was asked if any money was spent before the tournament, and Mr. Smith said very little. A lot of time is spent prior to the event, not a lot of money. Member Mandelbaum said that he was in favor of doing something this year as we did last year, but questioned that $500,000 is the right amount. We are a wonderful city, a big city, but to spend $500,000 of our budget for one event, even though it will probably get promoted for over a week, is a large amount of money for us to spend at one time. Member Mandelbaum felt that we should establish a subcommittee to allow more time to determine what the dollar amount should be. Ms. Gilligan indicated that any recommendation will go to the City Manager for inclusion in the budget, and that process is currently underway. If the Committee continues this to the April meeting, that would still allow sufficient time for inclusion in the budget. Motion by Member Mandelbaum to form a subcommittee to work with Ms. Kneiding and Ms. Close to formulate thoughts on the amount to offer to be a part of the tournament, second by Member Tretta, unanimously carried. Member Perezchica wanted to quantify any amount over $50,000, to establish how much more value we would receive this year. 5 03/20/01 Minutes Promotion Committee Member Kirschenbaum said that there is a specific value in advertising and marketing a particular event, and when there are events in and around the city, the greatest benefit is probably bringing tourists to town. It is difficult to quantify the value of the marketing. If the event is successful, the number of people it will ultimately bring to Palm Desert is substantial. It is hard to put a value on that other than to figure what it would cost us to buy that time, in that time frame, with those number of viewers. Member Paparian said that there is definite value in having the tournament in Palm Desert, and if it were the Battle of Big Horn and Tiger Woods, guaranteed, then that would make her feel more comfortable. Member Paparian is concerned about what the energy situation will be in the desert this summer. Last year there were megalights, and with rolling blackouts running through the valley, that will be a concern this year. Mr. Smith said the lights were run on generators. Member Mandelbaum indicated that last year he felt we received great value. The management company also manages Tiger Woods, so he has a vested interest in being here. Chairman Post asked for volunteers for the subcommittee, and they are: Arnold Kirschenbaum, Ric Mandelbaum, Peter Sturgeon, Gail Paparian, Fred Tretta, Kristy Kneiding, Piper Close and Sheila Gilligan. Ms. Gilligan mentioned that Gary Goodsell brings a high level of experience, and will be relied upon. Mr. Smith indicated he would give the subcommittee a budget. The subcommittee will make a recommendation to the Committee at the April meeting. B. APPOINTMENT OF MEMBERS OF WEBSITE SUB- COMMITTEE Rec: Approve the appointment of the Website Sub -Committee as presented by Chairman Rick Post. 6 utes Pro o on Committee )3/20/01 Chairman Post asked for the Committee's approval of the appointments of: Gail Paparian, Arnold Kirschenbaum and Ric Mandelbaum as the Website Sub -Committee to work with Kristy Kneiding. Chairman Post also asked that Arnold Kirschenbaum serve as co-chair, with Kristy. Motion by Member Kermode to approve the subcommittee as presented by Chairman Post, second by Member Thuresson- Frary, unanimously approved. C. REQUEST FOR APPROVAL OF ADVERTISING BUDGET Rec: By Minute Motion, approve the proposed budget as presented. Ms. Close indicated that she had sent the Committee a Media Schedule. A point was made that a $10,000 contingency is included in the budget and a question was raised whether there were others. Ms. Close replied in the negative Motion by Member Mandelbaum to approve the budget as presented, second by Member Kermode, unanimously approved The possibility of including the Internet in the budget was discussed as a powerful marketing vehicle. Ms. Kneiding replied that this item is covered in the News Bureau budget. There was a suggestion that the website and the design are functions that should be included in the budget. The internet, marketing and advertising media, is not clearly addressed in the budget. A question was asked if money could be moved around in the budget; i.e. if the Website Committee asked for more in the way of internet buys. Ms. Close indicated yes. 7 03/20/01 .sites Pro o ion Comm' ee Ms. Gilligan indicated that she, Ms. Close and Ms. Kneiding met concerning the budget, and it is felt there is ample money in the budget. Ms. Gilligan indicated that she did not want to take a larger budget to the Council for approval; the reason being that a considerable amount of money was saved by bringing a PR person in house and contracting with Ms. Close. A question was asked as to how the $393,000 figure was determined. Ms. Gilligan responded that this is what had been budgeted the previous two years, and comparisons were made with events and media buys that have been made in the past in comparison to what they may cost now. Yes, they are guesses, but Ms. Gilligan feels that they are ample. Chairman Post requested that Ms. Close put a line item under media buys for internet. D. REQUEST FOR APPROVAL OF PROPOSED NEWS BUREAU BUDGET Rec: By Minute Motion, approve the proposed budget as presented. Ms. Kneiding mentioned that there was an increase in the funds for the newsletter. There is also additional money budgeted for postage. The is basically the same budget as last year - $85,000, not including the newsletter. Motion by Member Kirschenbaum to approve the News Bureau budget, second by MemberMandelbaum, unanimously approved. A question was asked if the City had looked into shared mail as a way to distribute the newsletter. Ms. Kneiding said no. 1/14 8 3/20/01 utes Pro p on Comm ee There was discussion about the possibility of reducing postage during periods people aren't living here. Ms. Kneiding responded that the newsletter goes to every household and every business and we don't keep track of who leaves town because the mail goes somewhere, whether it is forwarded or someone picks it up. Ms. Gilligan mentioned that we are working with the Post Office to see if we could pay a different rate in mailing the newsletter and calendar that currently are sent bulk rate so that the mail will be distributed to residents in a more timely manner. E. REQUEST FOR APPROVAL OF LOS ANGELES MAGAZINE ADVERTISING OPPORTUNITY. Ms. Close indicated that there was an opportunity to advertise in the LA Travel section. There was a fast deadline, at a cost of $3608. Motion by Member Kirschenbaum to approve the expenditure, second by Member Kermode, unanimously carried. F. DISCUSSION OF LIMITED TICKET SALES AT VISITORS CENTER. Rec: By Minute Motion, approve as presented. Ms. Gomez discussed an idea staff has been considering and wanted to bring to the Committee for comments. The Visitors Center often receives requests to purchase tickets, and they would like to work with the local attractions and big annual events to carry tickets at the Visitors Center for sale. The Committee did not have objections. 9 Minutes Pro o tot Commi ee 03/20/01 G. DISCUSSION OF NEWLY FORMED RESTAURANT ASSOCIATION. Rec: Continue involvement and offer assistance. Ms. Kneiding indicated that staff has been involved in the formation of a new restaurant association, and the item is presented for informational purposes. Member Mandelbaum mentioned that he has talked with several members of the group who have made comments that they are happy we are involved in it. Ms. Gomez indicated they wanted to plan a major event to bring them together as a team and do advertising and marketing. Chairman Post asked if the Committee had objections, and none were noted. H. REVIEW OF PALM SPRINGS DESERT MUSEUM PROPOSAL FOR EXHIBITION SPONSORSHIP. Rec: Endorse proposal as presented. Chairman Post mentioned that endorsement of their proposal would not affect the Committee's advertising budget. Ms. Carolyn Miller, Civic Arts Manager for the City of Palm Desert, asked the Committee to consider and endorse a proposal from the Palm Springs Desert Museum to be a principal sponsor in an exhibition that will be one of their major exhibitions next year beginning August 31, 2001, and continuing through February 22, 2002. The Museum is a regional museum and the only one of its quality and size between Phoenix and LA. The City of Palm Desert 10 44, 3/20/01 Minutes Pro otion Comm i ee was a participant in sponsoring a special exhibition two years ago. Ms. Miller introduced Executive Director Janice Lyle. Ms. Lyle showed a slide presentation of the exhibit which provides a major educational experience for people of all ages, especially school children in the valley. The exhibition itself also has the ability to promote the City of Palm Desert. The primary reason for the exhibition is to provide a resource to the valley by presenting a very expensive and dynamic exhibition. A question was raised as to why this wasn't being offered to all cities. Ms. Lyle indicated there was support from the City of Indian Wells, however, it prefers to sponsor its own exhibit rather than partnering with another city. Ms. Gilligan indicated that the City of Palm Desert has taken a lead role in promoting culture and art. The Civic Arts Committee and its Council liaison expressed interest in a second exhibit. Staff, therefore, approached the museum and asked it to present something the City could again sponsor. The City of Palm Desert has established a focus of priority in art education, awareness, and outreach. The last sponsorship allowed the City to implement all three of these programs. Ms. Thuresson-Frary indicated the exhibit is open to everyone in the Coachella Valley. Ms. Lyle mentioned that if the City of Palm Desert were the sponsor, residents of the City of Palm Desert would receive free admission. The exhibit opens August 30 with a large Labor Day weekend promotion; it will be open Labor Day with a push for families on the first weekend. Upon motion made and seconded, the request was denied by a vote of6to4. 11 CONTINUED BUSINESS 03/20/01 Minutes Promotion ee Chairman Post indicated the Committee's recommendation to the Council would be to deny the request; however, the Council could still approve it. Palm Desert offers several unique facilities such as the McCallum Theatre, the Living Desert, El Paseo, etc., which residents of other communities support and/or use. Palm Desert has a commitment to art and this type of program allows it to provide outreach to the young and old alike. In addition, it provides a tremendous amount of public relations and promotional opportunities. Ms. Gilligan responded to Mr. Kermode's question as to whether or not this exhibit could be held in Palm Desert by stating that there was no facility of the size or caliber required to host such an event. New motion by Member Kirschenbaum to approve a $50,000 contribution to the Palm Springs Desert Museum. Ms. Gilligan indicated the Committee wasn't involved in setting the amount, just making a recommendation for or against the opportunity. Motion by Member Kirschenbaum that the Promotion Committee recommend to the City Council that it make an appropriate contribution to this activity, seconded by Member Paparian, unanimously carried. None. 12 OLD BUSINESS 3/20/01 mutes Pro o on Comm ee Chairman Post indicated that Request For Approval of Bus Shelter Advertising is listed both as Item A and Item C. Item C should read: Request for approval of airport pillar advertising. Chair entertained a motion to amend Item C to read: Request for approval of airport pillar advertising. Moved by Member Mandelbaum to make this change to the agenda, second by Member Paparian, unanimously carried A. REQUEST FOR APPROVAL OF BUS SHELTER ADVERTISING. Rec: By Minute Motion, approve as presented. Ms. Close indicated that at the last Promotion Committee meeting the bus shelter concepts were presented and there was a request to have the designs modified and this has been accomplished. Motion to approve the layout of the designs by Member Perezchica, second by Member Paparian, unanimously carried. As a point of record, Member Perezchica does not agree with the word "sparkles" to represent shopping. B. REQUEST FOR APPROVAL OF SPRINGFEST ADVERTISING Rec: By Minute Motion, approve as presented. In the essence of time, Ms. Close had the SpringFest advertising completed and it will be used at six locations around the community of Palm Desert. 13 1,.flutes P i n Commee REPORTS ON CITY COUNCIL ACTION REPORTS AND REMARKS 03/20/01 Motion by Member Paparian, second by Member Perezchica, to ratify the special event advertising for SpringFest, unanimously carried. C. REQUEST FOR APPROVAL OF AIRPORT PILLAR ADVERTISING Rec: By Minute Motion, approve as presented. Ms. Close indicated that the same concept will be placed on two of the pillars in the luggage area. Motion by Member Mandelbaum to approve airport pillar advertising, second by Member Tretta, unanimously carried None. A. INFORMATIONAL ITEMS None. B. REVIEW AND UPDATE 1. Visitor Information Center The Relocation Guide and Vacation Planner are underway and look great. Ms. Gomez indicated that the Visitor Center will have a booth at Battle At Bighorn, and we are ordering new give-aways with the new logo. 14 flutes Pro o on Committee i)3/20/01 2. Website Subcommittee No report. 3. McCallum Theatre Ms. Thuresson-Frary reported on the Shakespeare competition held March 14. Thirty semi-finalists competed representing 12 high schools in the Riverside and San Bernardino county. Ten finalists were selected and went on stage, with approximately 200 audience members. A local student from LaQuinta high school won a cash award of $300 and the privilege to go to Lincoln Center in New York to represent our local branch to compete against 58 other finalists from all over the United States. The new series was announced and $140,000 worth of tickets were sold the first day, a record in the history of the theatre. 4. Civic Arts Committee Donna Jean Darby indicated the Civic Arts Committee approved sponsorship of the Palm Springs Desert Museum exhibition. The amphitheater schedule for the summer has been approved. The Student Art and Essay contest will be getting underway. The Sister City Committee is attempting to improve the visibility of our Sister City (Gisborne, New Zealand) to the citizens of Palm Desert. 5. Report from Chamber of Commerce 15 03/20/01 Minutes Promotion Committee Ms. Susie Harvey indicated the Spring Awards will be given by the Chamber of Commerce on April 6, at Sun City Palm Desert. There are six awards. The George Berkey Senior Award will be presented to Rick Post. 6. Desert Willow Golf Resort No report. 7. Full Gallop Marketing Ms. Close mentioned she is working on creating radio ads. She also indicated she now has the information requested by Member Paparian last month concerning CD Roms. They can be dye cut in the shape of our logo with the colors. 8. News Bureau Activities SpringFest is Sunday. The newsletter has a re- design which will be effective with the April edition. 9. Committee Chairman Chairman Post indicated it was a productive meeting, with the approval of the budgets. 10. Committee Members Member Perezchica attended the California Travel Market Conference last month and it was a successful event. 16 ADJOURNMENT 13/20/01 Minutes P o otion Comm ee Member Thuresson-Frary supports the Palm Springs Desert Museum. Member Mandelbaum also is supportive of the museum efforts, but feels that cities should jointly participate. Member Paparian was pleased that the Committee supported the Museum's request for participation. 11. Staff Ms. Gilligan talked about the rolling blackouts which are put in effect with no advance notice. Ms. Scully indicated that Chairman Post is Palm Desert Rotary Club's candidate for Mr. Palm Desert. Member Post adjourned the meeting at 5:15 p.m. KAREN RUSSO Recording Secretary 17