HomeMy WebLinkAbout2020 CV Wildflower Festival & 5K 03/07/2020TQ
STAFF REPORT
CITY OF PALM DESERT
ECONOMIC DEVELOPMENT DEPARTMENT
MEETING DATE: February 13, 2020
PREPARED BY: Vanessa Mager, Management Analyst
REQUEST: Approval of the 2020 Coachella Valley Wildflower Festival & 5K
presented by the City of Palm Desert
Recommendation
By Minute Motion:
1. Approval of the Coachella Valley Wildflower Festival & 5K scheduled for
Saturday, March 7, 2020 at Civic Center Park;
2. Proposed event route and road closures; and
3. Temporary waiver of Palm Desert Municipal Code (PDMC) sections:
a. 11.01.20 (Hours of Use in City Parks);
b. 11.01.140 (Amplified Sound in City Parks);
c. 11.01.080.0 (Placement of Advertising Signage in City Parks);
d. 11.01.080 Q (Vendor Sales in City Parks); and
e. 11.01.080 W (Possession/Consumption of Alcohol in City Parks)
pursuant to PDMC 9.58.040.
Strategic Plan
Approval of the 2020 Coachella Valley Wildflower Festival & 5K in Civic Center Park
would help address the following priorities outlined in the 2013-2033 Strategic Plan,
Envision Palm Desert — Forward Together.
• Parks and Recreation Priority 3: Make recreational and exercise opportunities
available in all public spaces.
• Economic Development Priority 3: Create and attract entertainment and events to
enhance and expand the Palm Desert economy and lifestyle.
• Tourism and Marketing Priority 2: Grow existing events and develop new events
to enhance the desirability of Palm Desert as a year round destination.
Background Analysis
The 13th Annual Coachella Valley Wildflower Festival is a FREE community event which
provides fun for the whole family, while promoting environmental stewardship, land
conservancy, and appreciation for our desert mountains. The festival has a variety of
exciting activities, including a climbing wall, a 5K run/walk, beer and wine garden, food
February 13, 2020 - Staff Report
Approval of the 2020 Coachella Valley Wildflower Festival & 5K presented by the City of
Palm Desert
Page 2 of 3
trucks, live music, Kid's Zone with many activities and vendors/exhibitors showcasing a
wide variety of educational, artistic and useful exhibits.
Last year's event was held for the first time at the Civic Center Park and the event saw
an enormous increase in attendance with over 3,000 attendees. Due to the success of
last year's event, the City of Palm Desert has decided to partner with the Wildflower
Festival and include the Palm Desert Safety Fair & Expo. As the festival attendance has
grown, so does the participation in the 5K run/walk. This year the Friends of the Desert
Mountains are requesting to expand their 5K route from Civic Center Park to San Pablo
and Magnesia Falls.
The new proposed 5K route will begin and end in Civic Center Park and would include
the use of Magnesia Falls Drive between the entrance to the Palm Desert Aquatic Center
and Monterey Avenue, and San Pablo Avenue from Magnesia Falls to Fred Waring Drive.
Police have been advised of this propose route and have agreed that services are not
required for this event, as there is no traffic control needed. However, the Palm Desert
Citizens on Patrol (COPS) volunteers will be utilized along the course to help. Upon
approval of the 2020 event, staff will work with the event producer and the police and fire
departments to ensure that an appropriate level of traffic control and public safety services
are planned for the event. In addition, staff will work with appropriate City departments to
ensure approval of a finalized traffic control plan. In order to ensure that roads open in a
timely manner, traffic control cleanup will follow the last participant along the route.
Since this is a Frist Weekend and City sponsored event, staff will be taking the lead on
working with Friends of the Desert Mountains to ensure that organizers receive all the
assistance they need.
Fiscal Analysis
Sponsorship funding in the amount of $10,000 for the 2020 Coachella Valley Wildflower
Festival & 5K event was approved by City Council on June 27, 2019, and included in the
FY 2019/20 Budget. An additional $5,000 from the Marketing Budget Account No.
1104417-4309000 has been approved to assist with marketing the Palm Desert Safety
Fair & Expo.
February 13, 2020 - Staff Report
Approval of the 2020 Coachella Valley Wildflower Festival & 5K presented by the City of
Palm Desert
Page 3 of 3
LEGAL
REVIEW
Robert W.
Hargreaves
City
Attorney
APPLICANT:
DEPT.
REVIEW
Thomas Soule
Marketing &
Tourism
Manager
ATTACHMENTS:
DEPT.
REVIEW
Martin
Alvarez
Director of
Economic
Development
,,City Manager Lauri Aylaian:
DEPT. FINANCIAL ASSISTANT
REVIEW REVIEW CITY
MANAGER
Tom
Garcia
Director of
Public
Works
Friends of the Desert Mountains
Tammy Martin, Executive Director
51500 Highway 74
Palm Desert, CA 92260
Proposed Route
Janet M. Ar •y Firestine
Moore Ajistant City
Director of Manager
Finance
CITY COUNCIL4CTION
APPROVED v ,DENIED
RECEIVED OTHER
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VERIFIED BY _
Original on File with City Clerk's Office