HomeMy WebLinkAbout2002-03-19 MC Regular Meeting MinutesCITY OF PALM DESERT
PROMOTION COMMITTEE
MINUTES
March 19, 2002 - 3:00 p.m.
Administrative Conference Room
I. CALL TO ORDER
Chairman Post called the meeting to order at 3:00 p.m.
II. ROLL CALL
Present: Absent:
Howard Back
Ken Katz
Ric Mandelbaum
Gail Paparian
Rick Post
Tammy Perezchica
Fred Tretta
III. ORAL COMMUNICATIONS
IV. CONSENT CALENDAR
George Kermode
Kajsa Thuresson-Frary
Peter Sturgeon
1. APPROVAL OF MINUTES OF THE PROMOTION COMMITTEE
MEETING OF JANUARY 15, 2002.
Motion by Member Mandelbaum, seconded by Member Paprian
to approve the Consent Calendar, unanimously carried.
V. CONSENT ITEMS HELD OVER
None.
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VI. NEW BUSINESS
A. Festival of Festivals Funding Request
Rec: By Minute Motion, decline the funding request at this time in
deference to the City's own special events program.
A question was raised as to whether the event would take place if the
Promotion Committee denied the funding request, and Ms. Kneiding
answered that she believed it would.
Motion by Member Mandelbaum to approve the recommendation
to decline the funding request, seconded by Member Tretta,
unanimously carried.
B. Palm Desert News Bureau Budget 2002-2003
City of Palm Desert Marketing/Advertising Budget 2002-2003
Rec: By Minute Motion, receive and file.
New Bureau Budget
Ms. Kneiding discussed the News Bureau budget. The amount
requested this year remained the same as last year. This year the B-
roll footage will be updated along with creating a 10-minute video
overview of the City. Amount for photography includes a program
hosted by Ace Printing called Virtual Access. Photos can be scanned
and available on line. This service will save both time and money.
A question was asked whether the Committee needed to vote on the
budget. Ms. Gilligan indicated action should be taken.
Motion by Member Mandelbum to approve the News Bureau
budget, seconded by Member Tretta, unanimously carried.
Marketing/Advertising Budget 2002-2003
Ms. Close indicated the three main areas of change are an increase
in retainer, the airport pillar wraps, and collateral materials.
A favorable comment was made concerning the airport pillar wraps.
It was also mentioned that given the expected declines in air travel,
and with the new hotels and renovations taking place, consideration
should be given to increasing bus shelter advertising in those areas
as opposed to putting as much money into airport pillars as has been
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done in the past. Ms. Close indicated that bus shelter advertising is
something that changed. Airport pillar wrap are not reusable and it
would be a big expense if used as seasonal promotion.
The Vacation Planner will be redone as the supply has been
exhausted. The Dining Guide will require an entire redo.
Motion by Member Katz, seconded by Member Mandelbaum, to
approve the Marketing/Advertising 2002-2003 budget,
unanimously carried.
An observation was shared that the budget is funding what is
contained in Marketing Plan. A suggestion was made that the
Committee be involved with preparation of the Marketing budget next
year. Chairman Post asked that a review of the Marketing Plan be
agendized for the May meeting.
A comment was made that the quality of what is available today is
significantly higher than it has been in the past.
Ms. Gilligan indicated that staff can justify a 50% increase in budget,
but not more than that. A large portion of that is for collateral
material. The Council is weighing a budget that also includes $1.7
million to the CVA; money to the Airport Authority; and $50,000 to
American Airlines to bring in tourists. The Council was pleased with
the postcard series and thought it was unique.
A request was made for an update of results that could be used to
measure the effectiveness of the programs. Ms. Kneiding said that
a year's supply of Visitor Guides was used in a 7-month period, which
is an indication that people are requesting information. The return
rate on the postcard series was extremely high. The Visitor
Information Center is sending out over 1,000 requests for information
each month, and the high number who are returning the post card is
an indication that people are being reached. Whether that translated
into a hotel visit was a question on the survey which has not been
tabulated.
Chairman Post called for the vote, and it was unanimous that the
budget be approved.
Chairman Post asked how results could be tracked to weigh the
effectiveness of the programs. Ms. Kneiding said that one of the first
things that was considered was attaching an index to each ad. The
test period with SiteWire did not work out. SiteWite tracked how
many people used the CD and logged on to our web site and what
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pages they went to. Since October, approximately 500 names have
been collected in the database which did not justify the expense.
Another issue was raised concerning the $1.7 million given to CVA.
It was suggested that the Committee request a report from the CVA
showing what they are doing and how they are spending the money
from Palm Desert. Ms. Gilligan mentioned that it is an Authority
governed by a Board of Directors and their records are public.
VII. CONTINUED BUSINESS
A. Palm Desert Prestige Golf Tournament.
The tournament will be held in either September or November and is
included in the budget.
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.
Motion by Member Katz, seconded by Member Mandelbaum, to
ratify the Assistant City Manager's approval for certain bus
shelter advertising, unanimously approved.
IX. REPORTS AND REMARKS
VISITOR INFORMATION CENTER - Donna Gomez
Ms. Gilligan indicated that Ms. Gomez is training a new temporary employee
at the Visitor Center and was unable to be at the meeting. Her report is
attached.
MC CALLUM THEATRE
No report.
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CIVIC ARTS COMMITTEE
Ms. Darby indicated the Student Art and Essay Contest is scheduled for May
2. The summer program is scheduled to begin mid -May.
CHAMBER OF COMMERCE
Member Mandelbaum mentioned that a reception will be held at the Mojave
Hotel on March 20. On April 17 a reception will be held at the Inn at Deep
Canyon.
DESERT WILLOW GOLF RESORT - Rodney Young
Mr. Young introduced Guy Morris, Director of Sales and Marketing.
FULL GALLOP MARKETING
Ms. Close mentioned that the City of Palm Desert's logo was awarded a
Corporate Project Identity Award from American Corporate Identity 18.
Smith Junger Wellman submitted three logos, and Palm Desert's was the
one selected.
Several things were submitted for the Addy competition and awards will be
presented on March 23.
NEWS BUREAU ACTIVITY
Ms. Kneiding indicated that after Mr. Voulkos' passing, a press release was
sent out on PR Newswire announcing that Palm Desert is one of the only
places that has his work exhibited. American Style Magazine, Art In
America, and Art Forum have requested photos because his work is on hold
and being pulled from some of the galleries so that it can be reassessed.
The Library will be hosting a Children's Library Festival on April 3, and the
News Bureau will be creating an ad and promoting the event. This year is
the ten year anniversary of Springfest, which is scheduled for April 21 from
12:00 - 4:00. Ms. Darby indicated there is a Gisborne display at the Library
in the travel section.
Ms. Kneiding indicated that the B-roll footage will be shot, and a ten minute
video of the City will be produced from that footage.
The bus shelter on 111 and Portola was dedicated on March 19.
Waste Management opened the Household Hazardous Waste Station for
Palm Desert residents. It is open on Saturdays 9:00 a.m. - 1:00 p.m.
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The Shopper Hopper was unveiled the beginning of February.
Art In Public Places has a new web site promoting art in the City, and it will
eventually be linked to the City's site.
The City has an exhibit of Ginger Roger's artwork on display in the North
Wing Gallery.
COMMITTEE MEMBERS
Committee MemberTretta asked how the restaurants and businesses at The
Gardens were doing. Member Perezchica responded that figures indicate
there is a 3-4% gain, which is down from last year. The Gardens recently
opened some new restaurants There is a rumor circulating, which is wrong,
that there are businesses on El Paseo getting ready to close. Member
Perezchica suggested a press release focusing on the positive events in
Palm Desert could mitigate some of the negative press that indicates the
new restaurants in LaQuinta and Rancho Mirage are hurting those in Palm
Desert. Ms. Kneiding suggested the Restaurant Association could also
assist in this area.
Member Perezchica mentioned that she attended the special Amphitheater
study session. She said there was concern about the quality of sound and
lighting. She said she feels there is promotional value in the architecture.
Ms. Gilligan said that Ms. Perezchica's comments were valuable and
positive.
STAFF
Ms. Gilligan mentioned that the City Council approved participation in the
Palms to Pines renovation.
The Peter Voulkos collection on El Paseo is not for sale as long as it is on
exhibit; it is a privately owned collection.
The new Visitor Information Center was approved at the last Council meeting
and the anticipated opening is October, 2003.
The Council took action to look at the Civic Arts Committee and the
Promotion Committee, which was formed in the early 1980's. This is
something that is done periodically. A 2-member panel (Jean Benson and
Bob Spiegel) will evaluate the goals and objectives of the committee,
determine if the current composition of the committee is what is currently
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needed, and review future plans. The Chair will be invited to participate in the
evaluation which will begin in May.
X. ADJOURNMENT
Meeting adjourned by Chairman Post at 4:30 p.m.
Karen Russo, Recording Secretary
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CITY OF PALM DESERT
ASSISTANT CITY MANAGER/COMMUNITY SERVICES
INTEROFFICE MEMORANDUM
To: Promotion Committee
From: Sheila R. Gilligan, Assistant City Manager for Community Services
Date: March 19, 2002
Subject: Funding Request In The Amount Of $25,000 from Festival of
Festivals
Recommendation:
By Minute Motion, decline the funding request at this time in deference to the City's own
special events program.
Background:
Attached is a funding request in the amount of $25,000 from Craig Prater, Festival of
Festivals. This event will be held the week of October 24--November 3, 2002. As you
will note from Mr. Prater's letter dated January 12, 2002, the City of Palm Desert did
participate last year by recognizing the event and presenting a Proclamation to the
Director of the film, "The Day Reagan Was Shot". Both the Palm Springs Film Festival
and the Festival of Festivals have brought their own acclaim to the Coachella Valley,
and there is no doubt that the City of Palm Desert realized a benefit during both events.
However, the City currently funds and produces its summer concert and movie series,
as well as other special events such as the golf cart parade, Shadow Mountain tennis
toumament, activities at the Living Desert Reserve, Springfest, Candlelight Vigil for 9-
11, and the Fourth of July celebration to name a few. Last, but not least, the City
participated with a $150,000 sponsorship to the Battle At BIGHORN which brought
worldwide recognition to the City of Palm Desert last year and the year before. These
efforts cost the City approximately $250,000 to $300,000. The City also made a
significant contribution to the McCallum last year which benefitted the entire Coachella
Valley.
Funding Request -Festival of Festivals
March 19, 2002
Page Two
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The City has a strong desire to provide activities for the community which are ultimately
enjoyed by people throughout the Coachella Valley; however, we must look at each
request and weigh the benefit of adding one more sponsorship to an already stretched
budget.
We appreciate the Festival of Festivals' goal to expand and grow; however, at this time,
staff believes • .t the - are enough activities within our own scope of budget and
rec• m ; ends that ' e. i : cline this offer at this time.
EILA R. GILL ..AN
Assistant City Manager f. r • ommunity Services
SRG:kr
Attachment
January 12, 2002
Richard Kelly, Mayor
City Hall
73510 Fred Waring Dr
Palm Desert, CA 92260
Dear Mayor Kelly:
301.4.0 S,N8310 UI0
At this past year's Coachella Valley's Festival of Festivals, Mayor Ferguson presented a
proclamation to the director of the film, "The Day Reagan Was Shot". The film made its world
premiere at the film festival. This presentation played a major role in the director's favorable
opinion of not only the event, but also Palm Desert for making such a declaration to him and his
work. The film was ultimately purchased by Showtime and has since made its public premiere. I
want to thank again the city of Palm Desert and Mr. Ferguson. It made a lasting impression.
As we prepare for this year's event, my efforts continue to bring top international films to the
entire valley. My attempt to secure theaters at the Westfield Center in Palm Desert failed last year
because of Palm Springs putting pressure on Resort Management in Los Angles. I also tried to
secure the vacant location of Cinema 3 in Palm Desert, but learned they were involved in
bankruptcy and ownership problems. Nevertheless, publicity for Palm Desert was a part of our
promotions at Sun City even though my original intentions were to have mainstream theaters in
the center of Palm Desert.
Do you or anyone else within the offices of City Hall have any clout with the management of the
local theater which could in turn convince corporate headquarters in Los Angeles to release one
of their screens for the film festival? I would very much like to have Palm Desert as part of the
growth of the Festival of Festivals, which will ultimately be the premiere event throughout the
entire valley...the same as the Palm Springs event is to the city of Palm Springs only. A new
resort location in Palm Desert, Mojave Resort, played a very important part in providing rooms
this past year for many of the top attending filmmakers. Gale Anne Hurd, the Executive Producer
of all 3 "Terminator" films, "Abyss", and "Aliens" (major box office hits) stayed at this hotel as
well as the director of our Closing Night film, Kate Montgomery.
MARY PICKFDRD THEATER: Official location for the Opening and Closing
Host City: Cathedral City, California
Lastly, I would like to meet with you to discuss the possibility of Palm Desert being one of our
valley -wide sponsors. Cathedral City, The Children's Discovery Museum of the Desert in Rancho
Mirage, The Los Angeles -based film company Women In Film, and all of the film distributing
companies from last year are renewing their sponsorships for 2002. Discussions are also
underway with other desert cities. Palm Desert has a wonderful young lady who works as the
marketing manager in your Community Services Department. Her name is Kristy Kneiding. She
worked with me for several years when I was with the Palm Springs Film Festival. Her
knowledge of an international film festival and the attention it can bring to a city is well
understood. I mention her name so you can check my ability to produce such an event. I was on
the ground floor and worked very hard on the growth of the Palm Springs event for 8 years, so
developing this valley -wide film festival is an enjoyable challenge
I've enclosed news clippings from last year and a proposed sponsorship package that would be
exclusive to Palm Desert giving the city their own identity and recognition during this year's
event. The Festival of Festival will ultimately become a major event throughout the valley as it
continues to grow. My intentions will be to give each desert city their own identity with the
festival, so I welcome the opportunity to discuss this possibility with you as well as discuss
available theaters in your city. Thank you, Mr. Mayor. I look forward to speaking with you.
Sincerely,
Craig Prater
Executive Director
CP/rk
, sLp
'PrucL
An exclusive sponsorship proposal
for
Palm Desert, California
Palm Desert, California
Presents
THE DIRECTOR'S PICKS
The Festival of Festivals is searching for an exclusive sponsor of The Director's Picks which is
considered the top -rated films in the festival's line-up. This 9-film collection are the personal
choices of the festival's Executive Director... films that are predicted to be #1 audience favorites.
These are world-renowned films that have won international awards, but have not yet secured
wide film distribution. The sponsor of this favorite collection will receive exclusive recognition
leading up to and during this event. Details of the benefit package are listed below. The
following proposal reflects the proposed sponsorship agreement between Palm Desert and The
Festival of Festivals.
EVENT
This 10-day event is comprised of a series of films and film -related programs from various
international film festivals. The component, described in this proposal, is The Director's Picks
(Sponsorship Package) which includes the following:
*Exclusive sponsorship for this 9-film international collection selected by the
Executive Director
*Sponsorship recognition with the filmmakers associated with each film.
*A free screening to residents of Palm Desert at one of The Director's Picks
screenings.
*Exclusive sponsorship recognition in all press releases to the film industry, the
international and local media.
*Executive sponsorship tickets for the city council, city manager and mayor to all
Director's Picks films.
*Photo opportunities for city officials with participating filmmakers.
*All Access Passes to other Festival of Festival events.
BENEFIT PACKAGE:
In exchange for the exclusive sponsorship of The Director's Picks component of the Festival of
Festivals, the city of Palm Desert will receive the following benefit package:
1. Introductory Trailer - Palm Desert will receive recognition in the promotional trailer that
precedes the opening night premiere film. This acknowledgement will reflect the exclusive
sponsorship of The Director's Picks.
2. Media Promotions - Palm Desert will receive the following in print, television and radio
recognition.
*Official Program: The official film guide is the program that allows all attendees the
opportunity to review what films are available during the 10-day event. Palm Desert will be
listed as the exclusive sponsor of The Director's Picks.
*All Press Releases regarding The Director's Picks will feature Palm Desert as the
exclusive sponsor.
*All television and radio commercials for The Director's Picks will feature Palm Desert
as the exclusive sponsor.
*All printed material will list Palm Desert as the official sponsor of The Director's Picks.
3. On -Site Signage - Signage at all screenings of The Director's Picks will feature Palm
Desert as the exclusive sponsor of this film collection.
4. Web Site: Palm Desert will be promoted internationally via the Internet as the exclusive
sponsor for The Director's Picks and also included as a major corporate sponsor of the entire
Festival of Festivals event.
5. Film Festival Ticket Package: The ticket package will include the following promotional
tickets:
* 12 All Access Passes for the city council, city manager and mayor's offices. This will
permit city officials to attend all events surrounding the Festival of Festivals.
*20 tickets to the Opening Night Premiere & Reception
*20 tickets to the Closing Night Premiere
* 12 tickets to the Awards Presentation Reception hosted by Women In Film (Los
Angeles).
*20 coupons to be exchanged for any screenings of choice during the film festival
*90 tickets (10 each) for 9 films from The Director's Picks collection. These tickets will
offer reserved seating.
*1 reserved theater for Palm Desert citizens only for one of The Director's Picks. This
will be handled on a first come, first serve basis.
6. Hospitality / Press Center: Individuals with All Access Passes (city council, city manager,
mayor) will have full access to the private hospitality and press center. This is the private area
for the guest filmmakers, international media and corporate sponsors.
This exclusive sponsorship package for the city of Palm Desert is offered as follows:
March 1, 2002 Confirmation of exclusive sponsorship $10,000.00
August 15, 2002 Final sponsorship payment $15,000.00
Total Sponsorship Package: $25,000.00
Palm Desert may reserve the right of first refusal for years 2003 and 2004 within 45 days
immediately following the event.
Craig Prater
Producer/Director
Festival of Festivals
Date
CITY OF PALM DESERT
ASSISTANT CITY MANAGER/COMMUNITY SERVICES
INTEROFFICE MEMORANDUM
To: Promotion Committee
From: Sheila R. Gilligan, Assistant City Manager for Community Services
Date: March 19, 2002
Subject: 2002 Meeting Schedule
Following are the regularly schedule meeting dates for the balance of 2002:
March 19
May 21
July 16
September 17
November 19
SHEILA R. GILLIGAN
Assistant City Manager for Community Services
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N
CI
01
N
CI
•—
N
N
CI
!Retainer
Administration
TOTAL ADMIN FEES/EXP
PRODUCTION print
Newspaper
Magazine
Photography
PRODUCTION electrn
C
Z
Olow
-E
0
0
0
IX
a
Q
MEDIA BUYS print
Desert Sun
w
w
cotD
a�
Alaska Airlines
U
X ]
CA Tourism
LA Magazine
Orange Coast Mag
Sunset Magazine
Travel Weekly
Travel + Leisure
J
Westways
Bus Shelters
Airport Pillar Wraps
Total Media Buys
c
..
aai
I.)
>-
CO•
Q
W
Total electrn media
CPD budget 02-03
CD
CT
CC
a
r
H
1 5,500I
1 22, 000
7,5001
O
0
O
0
O
0
O
U)
0
O
N
20,500
1 10,0001
0
0
LA
0
0
0
N
20,0001
0
1 102,2001
6,5001
O
O
0
22,5001
O
O
0000
O
O
O
ti
O
0
CO
0
0
'Cr
55,0001
24,5001
15,0001
170,0001
393, 995
N
N
0
tT
>
a
2
1 22,0001
0 22,000
00
0
0
0
16,667 41,068
=
a
4
-
0
0
0
0
tf)
1 2,500
O
0
a
N
in
0)
ti
co
2
a
2
0
0
N
0
0
N
0
22,520
1 Feb
20, 500I
20,5001
o
a)
Iue£
5,000
O
0
0
1
0
43,071
g
O
1,500
0
O
N
`�
2,700
0
I 16,320
>
Z
000'0I
0
0
0
N
30,000
0
57,728
Oct
0
1 55,0001
1 55,000
0
N
0)
0
0
Sept
0
0
24,215
0)
Q
0
print
5,000
8,000
15,000
5,000
0
0
O
O
0
0
O
CO-
12,000
0
0
O
O
75,000I
86,9751
>.
5,5001
5,5001
C
0)
u)
N
a
1,500
000'£
7,500
0
0
O
O
0
O
N
0
O
O
N
O
O
O
N
5,500
25,000I
52,4751
N
N
N
CIM
M
N
N
EVENTS
1 4th of July ($4000)
Summer Concert /Movie Srs
Visitor Info Center
Battle at BIGHORN
Golf Cart Parade
Holiday In The Park
BHCC Luncheon
Subaru So Cal Golf
SpringFest
0)
C
L
o
Z
1 Art & Essay
Prestige Tourney
ITOTAL EVENTS
COLLATERAL
Bike/Hike Brochure
Dining Guide
Vacation Planner ed.
Civic Center Map
Golf Course Map
Shopping Guide
Poster
Calendar
E
0
E'
o
U
1 Contingency
ITOTAL COLLATERALS 1
GRAND TOTAL
CPD budget 02-03