HomeMy WebLinkAboutVisitor Information Center Annual Report SEP-15-99 09=24 FROM I = PAGE 2/4
CITY COUNCIL ACTION: at-0011
APPROVED
,.1?CEIL7�•D OT ER
I
N T E R O F F I C E ;mI; �� U?� 'E,....,r. .._, 2 "
MEMORANDUM
SENT:
.� STAIN:
„,E;RTFIT;,r. BY:.�._
TO: SHEILA GILLIGAN,DIRECTOR OF CO AF ,AIRS k s 0 f f i
FROM: DONNA GOMEZ, VISITOR INFORMATION CENTER COORDINATOR
DATE: SEPTEMBER 13, 1999
SUBJECT: VISITOR INFORMATION CENTER ANNUAL REPORT
Since assuming responsibility for the administration of the Visitor Information Center almost one
year ago,staffhas been working diligently to improve service,establish policies and procedures,and
initiate new programs to assist with visitor attraction. The following is an overview of progress
realized at the Visitor Information Center during our first year of operation.
Initial organization of the center included:
► Hiring of staff
► Refurbishing of existing building(lobby redesign&construction,paint, carpet)
► Installation of security system
► Analysis of information for distribution to visitors
► Coordination of transition with Chamber(phones,mail, staffing, etc)
► Office organization (ordering of fax, copier&mail machines)
► Determining need for additional information
► Changing over of all utility and telephone services
► Held brainstorming session with subcommittee of Promotion Committee to establish Visitor
Center operational guidelines
► Developed volunteer orientation and training program-expanded volunteer base and worked
to institute agreement with RSVP to increase volunteers
► Increased hours and days of operation for the Visitor Center
The above assignments were completed within approximately the first few months of operation.
Soon after taking over administration of the Visitor Center, we were given the assignment of
establishing a retail store to offer Palm Desert merchandise and souvenirs. The following
responsibilities were associated with the establishment of the retail center:
► Met with retail experts (owners of local retail establishments and operators of City Goods
store in Long Beach)to brainstorm ideas for operational procedures,merchandise ideas, and
pricing.
► Developed policies and procedures to accurately track and account for all merchandise sales
and inventory.
SEP-15-99 09.2S FROM. ID. PAGE 3/4
VISITOR CENTER ANNUAL REPORT
SEPTEMBER 13, 1999
► Established policies and procedures for utilizing cash register, balancing daily sales, and
processing daily deposits to the Finance Department.
► Researched vendors for display units, merchandise,product pricing&packaging supplies
► Presented recommendations to Promotion Committee for merchandise sales
► Contracted with Publicity Unlimited to develop logos for new Palm Desert merchandise
► Attended California Gift Show to gather information on additional vendors and ideas for
merchandise
► Implemented use of credit cards at Visitor Center as of September 1, 1999
I recently met with new vendors and have begun to order new merchandise and souvenirs for the
upcoming season. Beginning in November we should have a new line of bright and active resort
apparel bearing the Palm Desert name as well as the existing souvenirs_
During July and August the Visitor Center participated in the Million Dollar Days promotion
sponsored by the City. We experienced an increase in sales during this time and felt our
participation in this promotion was beneficial. Additional promotion of our merchandise has
occurred through the development and placement of ads in the Desert Post and articles run in the
city's newsletter_ I worked with Publicity Unlimited to develop a site on the City's web page. This
allows visitors to our web page the opportunity to view our merchandise on the site,print an order
form, and mail in their order.
Staff recognized the need for a listing of Palm Desert restaurants. Several other cities have been
contacted and materials gathered to obtain ideas for developing a practical restaurant guide to Palm
Desert restaurants. Initial letters have been distributed to all Palm Desert restaurants asking for their
participation by providing a brief description of their facilities/food. I am working with Publicity
Unlimited on design and production of the guide which is slated for completion in fall 1999.
I have contacted Katie Barrows, Coachella Valley Mountains Conservancy, and we are working
together on development of an activities guide(green map)which will encompass outdoor activities
and sites in the Coachella Valley. We have discussed funding,design, content and distribution of
the guide. Katie is compiling a list of items she would like to see included in the guide so that script
writing and photography can begin. Because the CV Mountains Conservancy is the lead agency on
this project the State may require that production of the guide go out to bid. Katie mentioned she
has received funding of$5,000 from Rancho Mirage and $10,000 from La Quinta that may be
applied towards this project. Katie and.'met with Erika and Gary to discuss ideas and they have
prepared a price quote for the proposed work.
We acquired the data base program previously maintained by Publicity Unlimited in February 1999.
Since that time we have updated the system and input approximately two years worth of data. Over
the next few months, a mailer will be developed to be sent to those listed in the data base. This
system contains over 12,000 entries which have been received through advertising and promotion
efforts.
SEP-15-99 09=25 FROM= I = PAGE 4/4
VISITOR CENTER ANNUAL REPORT
SEPTEMBER 13, 1999
Currently we are utilizing a demographic piece provided by the Business Support Center as our
relocation guide. We are inserting specific information sheets that relate to relocation requests but
feel we could do better. Funds have been budgeted and I am working with Publicity Unlimited to
develop design and format ideas. Information to be included will specifically relate to that of interest
to new residents(i.e.location of schools,post offices,libraries,grocery stores,neighborhoods,parks,
etc.). Also included will be information on utilities, local government,higher education, and other
demographic type information. We currently have over 5,000 of the existing piece available for use
which will last through this year. The proposed completion date of the relocation guide is March
2000.
To date,I have visited with several local attraction,restaurant and hoteUmotel owners and managers
to familiarize myself with their properties and the services they provide. I will continue this effort
on an ongoing basis throughout the year. Additionally, I worked with other city departments to
attract convention groups to Palm Desert. Mark Greenwood and I worked together to provide
information to the International Traffic Engineers group to bring them to Palm Desert for their
annual meeting. Because of these efforts, this group of approximately 200-300 engineers will be
holding their annual convention here in 2002.
Visitor Center staff has represented Palm Desert at various events such as Newsweek/Evert Cup
Tennis Tournaments,Chamber Business Expo,and the summer concerts in the park. Staff has also
given visitor talks to large convention groups at the Marriott,Emerald Desert Resort and other tourist
groups.
The City's Weblinks Program has seen some success with six initial businesses participating.
Efforts made during the summer to contact additional businesses were somewhat slow due to the
difficulty in contacting managers and owners. Staff will be making a concentrated effort during the
next several months to sell additional links. The overall reaction to this program has been very
positive.
Visitor Center hours of operation will increase additionally this coming season. We continue to
operate 9 - 5 Monday through Friday and Saturdays from 9 -4. Beginning in October we will be
open on Sundays again and will increase those hours to 9-4.
In FY 1997-98 the City funded the Chamber of Commerce in the amount of$125,000 to cover
operating costs of the visitor center. The request increased to$179,000 in FY 1998-99. Under City
administration, the visitor center operated its first year with expenditures of$187,851.57. This
includes the dedication of three full time employees,remodeling of facilities,new carpet,paint and
equipment, purchase of three computers, expanded hours of operation, and the initial purchase of
retail displays and merchandise for sale.
With the addition of retail sales,we are generating revenue which offsets some of the operational
costs of the center. The center's first partial year of sales (4 months) realized over $10,000 in
revenue. A new full line of merchandise/souvenirs will be in stock this fall which will continue to
increase the amount of revenue generated by the visitor center.
3