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HomeMy WebLinkAbout2024-08-06 MC Regular Meeting Agenda Packet MARKETING COMMITTEE CITY OF PALM DESERT MEETING AGENDA Tuesday, August 6, 2024 3:00 p.m. Administrative Conference Room, City Hall 73-510 Fred Waring Drive Palm Desert, CA 92260 Pursuant to Assembly Bill 2449, this meeting will be conducted as a hybrid meeting and there will be in-person access to this location. To participate via Zoom, use the following link: https://palmdesert.zoom.us/j/84986179541 or call (213) 338-8477, Zoom Meeting ID: 849 8617 9541 • Written public comment may also be submitted to cityclerk@palmdesert.gov. E-mails received by 1:00 p.m. prior to the meeting will be distributed to the Committee. Any correspondence received during or after the meeting will be distributed to the Committee as soon as practicable and retained for the official record. Emails will not be read aloud except as an ADA accommodation. • Pages 1.CALL TO ORDER 2.ROLL CALL 3.ELECTION OF MARKETING COMMITTEE CHAIRPERSON AND VICE CHAIRPERSON 4.NONAGENDA PUBLIC COMMENTS This time has been set aside for the public to address the Marketing Committee on issues that are not on the agenda for up to three minutes. Speakers may utilize one of the three options listed on the first page of the agenda. Because the Brown Act does not allow the Marketing Committee to act on items not listed on the agenda, members may briefly respond or refer the matter to staff for a report and recommendation at a future meeting. 5.CONSENT CALENDAR All matters listed on the Consent Calendar are considered routine and may be approved by one motion. The public may comment on any items on the Consent Agenda within the three-minute time limit. Individual items may be removed by the Marketing Committee for a separate discussion. RECOMMENDATION: To approve the consent calendar as presented. 5.a APPROVAL OF MINUTES 5 RECOMMENDATION: Approve the Minutes of April 2, 2024. 6.CONSENT ITEMS HELD OVER 7.ACTION CALENDAR The public may comment on individual Action Items within the three-minute time limit. Speakers may utilize one of the three options listed on the first page of the agenda. 7.a FISCAL YEAR 2023-24 MARKETING CAMPAIGN RECAP 9 RECOMMENDATION: Receive and file the Fiscal Year 2023-24 Marketing Campaign Recap. 7.b PROPOSED FIREBIRDS DOCUSERIES PITCH 35 RECOMMENDATION: Provide feedback to the City on a proposed Firebirds Docuseries. 8.INFORMATIONAL REPORTS & COMMENTS 8.a MARKETING COMMITTEE MEMBERS 8.b CITY COUNCIL LIAISON 8.c CITY STAFF 8.d ATTENDANCE REPORT 51 9.ADJOURNMENT The next Regular Meeting will be held on October 1, 2024 at 3 p.m. Marketing Committee Meeting 2 10.PUBLIC NOTICES Agenda Related Materials: Pursuant to Government Code §54957.5(b)(2) the designated office for inspection of records in connection with this meeting is the Office of the City Clerk, Palm Desert Civic Center, 73-510 Fred Waring Drive, Palm Desert. Staff reports for all agenda items considered in open session, and documents provided to a majority of the legislative bodies are available for public inspection at City Hall and on the City’s website at www.palmdesert.gov. Americans with Disabilities Act: It is the intention of the City of Palm Desert to comply with the Americans with Disabilities Act (ADA) in all respects. If, as an attendee or a participant at this meeting, or in meetings on a regular basis, you will need special assistance beyond what is normally provided, the City will attempt to accommodate you in every reasonable manner. Please contact the Office of the City Clerk, (760) 346-0611, at least 48 hours prior to the meeting to inform us of your needs and to determine if accommodation is feasible. AFFIDAVIT OF POSTING I hereby certify under penalty of perjury under the laws of the State of California that the foregoing agenda for the Marketing Committee was posted on the City Hall bulletin board and City website not less than 72 hours prior to the meeting. /S/ Yuri Chavez Recording Secretary Marketing Committee Meeting 3 4 1 MARKETING COMMITTEE CITY OF PALM DESERT REGULAR MEETING MINUTES April 2, 2024, 3:00 p.m. Present: Committee Member Jan Hulahan, Committee Member Ray Rodriguez, Vice Chair Brian Simpson, Chair Rolf Hoehn Absent: Committee Member Franchesca Forrer Staff Present: Public Affairs Manager Thomas Soule, Recording Secretary Michelle Nance Liaison(s) Present: City Council Liaisons; Jan Harnik and Karina Quintanilla Click HERE to review the meeting video. Click HERE to access the meeting agenda packet. 1. CALL TO ORDER A Regular Meeting of the Marketing Committee was called to order by Chair Hoehn on April 2, 2024 at 3:00 p.m. in the Administrative Conference Room, City Hall, located at 73-510 Fred Waring Drive, Palm Desert, California. 2. ROLL CALL 3. NON­AGENDA PUBLIC COMMENTS None. 4. CONSENT CALENDAR Motion by: Committee Member Rodriguez Seconded by: Vice Chair Simpson To approve the consent calendar as presented. Motion Carried (4 to 0) 4.a APPROVAL OF MINUTES Motion by: Committee Member Rodriguez Seconded by: Vice Chair Simpson Approve the Minutes of December 5, 2023. Motion Carried (4 to 0) 5 Marketing Committee Regular Meeting Minutes April 2, 2024 2 5. CONSENT ITEMS HELD OVER None. 6. ACTION CALENDAR 6.a FISCAL YEAR 2023/2024 TOURISM CAMPAIGN STATUS UPDATE Public Affairs Manager Soule, Sara Martin, Emma Kjaer and Emily Martin from Idea Peddler presented a status update on Tourism Campaign and answered member inquires. Motion by: Committee Member Rodriguez Seconded by: Committee Member Hulahan Receive and file Fiscal Year 2023/2024 Tourism Campaign Status. Motion Carried (4 to 0) 6.b FISCAL YEAR 2024/2025 PROPOSED MARKETING BUDGET PRIORITIES Public Affairs Manager Soule, Sara Martin, Emma Kjaer, and Emily Martin from Idea Peddler presented a status update on proposed marketing budget and answered member inquires. The Committee provided feedback on the following items: • Potential for PlantWave collaboration at the JW Marriott garden; • Continue to work with influencers with established followers; and • Drive in markets. Motion by: Committee Member Hulahan Seconded by: Vice Chair Simpson Provide feedback on proposed budget priorities for Fiscal Year 2024/2025. Motion Carried (4 to 0) 7. INFORMATIONAL REPORTS & COMMENTS 7.a MARKETING COMMITTEE MEMBERS Committee Members provided updates on their respective industries including: • Desert Willow Golf Resort's activity in March 2024 and upcoming events; • Restaurant operations at Casuelas Cafe and CorkTree; • JW Marriott leisure and group bookings; and • BNP Paribas Open Tennis Tournament recap. 7.b CITY COUNCIL LIAISON 6 Marketing Committee Regular Meeting Minutes April 2, 2024 3 Mayor Pro Tem Harnik thanked Committee Member Hulahan for her service on the Committee as this is her final meeting as a Committee Member. Mayor Quintanilla expressed gratitude to the Committee for their continued support to the community and provided feedback received at a Los Angeles- based Southern California Association of Governments (SCAG) meeting. 7.c CITY STAFF Public Affairs Manager Soule provided an update on Fashion Week El Paseo and Palm Desert Food and Wine events and answered member inquiries regarding the two events. 7.d ATTENDANCE REPORT Report provided; no action taken on this item. 8. ADJOURNMENT The Marketing Committee adjourned at 4:16 p.m. 9. PUBLIC NOTICES _________________________ Michelle Nance, Deputy Clerk I Recording Secretary _________________________ Thomas Soule, Public Affairs Manager Secretary _________________________ DATE APPROVED BY MARKETING COMMITTEE 7 8 Page 1 of 1 MARKETING COMMITTEE CITY OF PALM DESERT STAFF REPORT MEETING DATE: August 6, 2024 PREPARED BY: Thomas Soule, Public Affairs Manager SUBJECT: FISCAL YEAR 2023-24 MARKETING CAMPAIGN RECAP RECOMMENDATION: Receive and file the Fiscal Year 2023-24 Marketing Campaign Recap. BACKGROUND/ANALYSIS: Idea Peddler will present a summary of the data and key learnings from the FY 2023 -24 Marketing Campaign based on the goals of the year:  Refresh the Creative Campaign  Expand the Pocket Guide  Deepen Partner Relationships  Explore a New Market Investment (Seattle) Based on this information, the committee will discuss thoughts for moving into the planning process for FY 2024-25. AT TACHMENTS: 1. COPD FY24 Campaign Wrap Up.pdf 9 10 COPD Marketing Committee Meeting August 2024 11 Overview FY24 Goals Key Initiatives Campaign Learnings Discussion Confidential12 Confidential What We Set Out to Achieve Strengthen Positioning Develop a strong/strategic annual campaign with incremental year-over- year growth in delivery and reach. Leverage Partnerships Create a holistic/multi-dimensional approach that is integrated from idea to execution through a paid, owned, and earned strategy. Expand Visitor Impact Through extensions and partnerships, create influence within new audience segments/interests and engage existing audiences in new ways. Fy24 Goals 13 Confidential ‘Thinking Big’ This Year Key Initiatives New Market Investment Using destination data, we identified and tested fly market investment. 1 Leveraging audience data, we included new categories and content pillars like Health & Wellness. Expand Pocket Guide Breadth/Depth 3 In data, content, and placement, we leveraged relationships old and new to support our campaign efforts. Deepen Partner Relationships 4 Strengthening our positioning, we evolved Happy Pace to represent Palm Desert as a place for inspiration. Creative Campaign Refresh 2 14 Confidential Creative Campaign Refresh Desert Song 15 Confidential Letting Palm Desert Sing for Itself Desert Song Blending art and science, we set out to capture the true rhythm of the desert. To embrace the feeling visitors have relished over the last fifty years, from professionals seeking R&R, to artists in search of inspiration, and share it with the world. To authentically deepen Palm Desert’s positioning in the greater Coachella Valley, our integrated campaign unifies the best of travel and tourism marketing with music and technology. We teamed up with sonification technology partner PlantWave and Amazon Music’s “Breakthrough Artist to Watch” (2023), Windser, sampling the frequencies of native Palm Desert plants, assembling them into song, and creating a real-life interpretation of what it means to “Find Your Happy Pace” in Palm Desert. Starting with “Desert Song,” we unified the grassroots efforts of traditional music promotion with the tried-and-true tactics of tourism marketing to break through industry noise and find music in truth. Our ultimate goals: broaden the perception of Palm Desert, inspire new audiences, and deepen the city’s positioning in the greater Coachella Valley. “Desert Song” is a celebration of Palm Desert’s unique identity, inviting everyone to experience its true rhythm and find inspiration. 16 Confidential Hero Campaign Overview Confidential17 Confidential Content in Spades Desert Song Days in Palm Desert2 Created for partners and Palm Desert’s socials Social Cuts 24 Hero1 1 1 1 1 1 Music Video Desert Song Music Fest Friday Segment - KTLA Windser Concert in the Park Website Landing Page From Living Desert to Desert Song Edited Stills 341 18 Confidential Making More With More Desert Song Performance Video Views for Paid and Organic2.2M for Hero Campaign and Concert In Added Value $60K Growth on Palm Desert Accounts88% 35k Streams on Spotify Campaign Impressions 22.2M 19 Confidential20 With 58 custom-crafted content pieces, building on the success of year one, we capitalized on observed interest on social to create Pocket Guide V2. It continues to serve as a comprehensive guide to Palm Desert’s diverse attractions, inspiring visitors to explore and diversify their experiences. From art galleries to family-owned eateries, wellness retreats to outdoor adventures, our strategic messaging evokes curiosity and wanderlust, inviting travelers to immerse themselves in the rich tapestry of Palm Desert. 58 Unique Videos for Social 400 New Stills 11 Stakeholders Interviewed Confidential Pocket Guide Evolving for Year Two 21 A 2024 Overview Confidential Click To Watch Pocket Guide 22 Confidential Where Year Two Took Us +46% In Organic Social Impressions +155% In Organic Social Engagements +93% New Users at discoverpalmdesert Pocket Guide 23 Confidential Breadth & Depth in Creative Pocket Guide Partners Captured45+ Social Cuts58 Days in Palm Desert3 Website1 Calendar1 Edited Stills400 24 Confidential Leveraging Our Relationships Partnerships 25 Confidential Aligning with the Best Paid Media Vendors Local Businesses Data Platforms Hero Partners Leveraging Relationships 26 Investment Strategy Learnings Markets 27 Focus and Test: Market Investment Growth versus maintenance markets Invest in our high-value visitors Reimagine getaway versus vacation 28 Inputs and Alignment Confidential 5% 35% Palm Springs/ Palm Desert: 13% 47% Market Investment Strategy % of Spend To establish test parameters we used research and data to evaluate market and align on market investment test San Francisco pilot was successful in FY2 San Diego proves less valuable Seattle identified as high value visitor opportunity market 29 Looking Closer: Seattle Fly Market Pilot Increase1st Costly Average Visitor Spend, Surpassing Los Angeles by $145 Year to year increase in Average Visitor Spend $337 to $344 Expensive market for advertising impressions Confidential30 FY25 Whats Next 31 Confidential Key Learnings Creative campaign depth continued to unify Palm Desert’s image. Two pronged creative campaign leveraged the success of Pocket Guide and allowed for space to evolve the Palm Desert brand. Strategy and diversity in campaign messaging helped us to meet and beat our FY24 delivery and reach Created an estimated 58.4M impressions from both campaigns. Enhanced the Palm Desert asset library and overdelivered. Produced more videos and stills than anticipated in two efficient and effective shoots. Leveraged relationships for mutual benefit. Across all fronts, the partnerships forged benefitted both the city and partners. Successfully tested the vacation versus getaway investment approach. Measurable and actionable data collected based on market investment to inform future. Looking Holistically 32 ConfidentialConfidential Let’s Chat 33 34 Page 1 of 1 MARKETING COMMITTEE CITY OF PALM DESERT STAFF REPORT MEETING DATE: August 6, 2024 PREPARED BY: Thomas Soule, Public Affairs Manager SUBJECT: PROPOSED FIREBIRDS DOCUSERIES PITCH RECOMMENDATION: Provide feedback to the City on a proposed Firebirds Docuseries. BACKGROUND/ANALYSIS: The City has been approached by Mr. David Field, a television and film producer, who has pitched a concept for a docuseries about the Firebirds that would feature Palm Desert as a destination. The City seeks input and feedback from the Marketing Committee on this concept. ATTACHMENTS: 1. Firebirds-Docuseries-Treatment.pdf 35 36 FIREBIRDSFIREBIRDS D o c u s e r i e s T r e a t m e n t by Da vid Fi eld 37 Fe w sports fran c hi s e s have the amb ition, the abi lity, or t he co urage to f orge th e ir o wn destiny, l et alo ne sha pe the fut ure of one of Ameri ca’s l andmark desti nat io ns. The Co achella Va lley Firebirds have th ose quali ties and more. 38 Wit h the compellin g reach of “H ard Kn ocks” an d the heart felt warmth of “Virgin Ri v e r ”, comes the en thra lli ng docuseries of t he team w ho stol e Gr e ater Palm Sp r ing’s hea r t. T hei r one-of-a-kind fi r s t seas on , and Ca lder Cup run in t he postseason, esta bl ishe d an A merica n Hock e y League- reco r d of 26 p la yof f g ames, bar e ly missi ng the c hampionship cup by a s ingle go al in overtime. 39 Set i n the wondrous desert l oca le o f the Co achella Va lley; it i s ov erf lowing with beau ty , fi r s t-class reso r ts, and a cu lt ivat e d hometown feeling throughou t its n in e citi e s . T he v al ley tr ul y ha s one o f the best communities of people fo und in t he nation. 40 Ou r record-breaking a pp r ecia tion of th e home- team p r oves that v e ry fact . With mu lt iple sold-out at tendances throughout t he s easo n and po s tseaso n, an d a plethora of m e rcha nd ise sold , we lo v e t he Fir e birds! P la y by play c olor co m mentato r , St anley Cu p C hampion, and Ha ll of Famer, Gran t F uh r , encaps ulates it best by st ati ng , “T he f an ba s e has been great i n embra c in g th e t e am this year, n ow , it’s just a mat ter of buil ding a long term fan base.” The series is a k ey co mponen t in that buildin g process. 41 Th e first epi s ode op e ns wi th an epic mo nta ge, ‘the m ag ical in augura l season’. Curr e nt fans wil l relive th eir favo r ite Firebird moment s , w hi le ne w fa ns are wh oll y ind octrina ted . 42 We are reint r oduced to M ax McCormick a nd Andrew P otu rals ki, good fri e nds a nd st ando ut players with the team, retur ning fo r a nother run at the cu p. Ma x, a s teadfast pr ofessiona l, natural leader, an d th e t eam’s respected ca pta in scored a goa l in the l ast game of the finals provid ing a two point lead an d th e crowd’s “We wa nt th e Cu p!” c hant. Andre w, un fortu nat e ly in j ured for m ost o f the first s easo n, is always in good spirits with his fu n and hu m orous persona lity … He came ba c k from hi s i njury to score the g ame wi nning go al in th e pl ay offs , in o v e r time, sending the tea m t o th e Western Conf e rence Finals. 43 Fro m t he players, to t he coa ches, th e st aff , a nd th e fro nt o ffice, it’s the peo ple behind the scen es th at make the Fireb ird’s. We wil l highl ig ht nu merous engaging c hara c ters in c luding Coach Dan B ylsma, who p r e v io usl y won the St anley Cu p coachi ng t he Pittsb urg P engui ns. To the Firebird’s he is mo re af fe c tiona tel y kn own as Coach Disco, rousin g his t eam wi th everything fr om f ace paint to di sc o-da nce-moves. A ssistant C oach Jesica Ca m pbell, f irst woman t o s erve on a co aching s taff of a national team in a World Champ io nship, fi r st t o become a f ul l-ti m e AHL coach, and on e of t he f irst wo m e n beh ind th e b ench fo r t he N H L duri ng a rec e nt tra ining camp wit h the Seat tl e Kraken. 44 Eva n Pi v ni c k, a youn g man w ith uber-hockey-k no wled ge, an d revered play- by -p la y co m m entato r . Gr ant Fuhr pr oclai m s , “Evan’s not only good... he’s easy t o wo rk with... h e’s go nna’ e nd up with an NHL club... he’s tha t go od.” Gina Roto lo, Vice Presi dent of market in g wi th an ear to the gr ound , it’s her fourth t ime l aun chi ng a pro fe ssional team an d her second ho c key franchise. Lik e Eri k Elenz , a respected v ideo co ach and self-proc la imed stat-nerd, con s tan tl y with the team home and awa y. He’s an e s se ntial comp one nt th e t e am rel ies on . Wi th every turn w e experience w onderfu l people, qua lity r e la tionsh ip s , a nd int e gra l staff members. A nd , of c ou r s e , t he WA Gs. The wiv es a nd gi r lfri ends of the Fi rebi r ds Ho c key t e am are no t la c king in support ... 45 T he WA G s a dorn mat c hi ng crea m colored le ath e r m otorcycl e ja c kets, compl ete wi th Fi rebi r d logos and th e ir hu s ban d’s/boyfri e nd’s surna m e a nd number, s itt ing to get her at each home game. Max’s wi fe , Ale xis M c Cormi c k, pi c ks out h er husb and’s sui t before eac h game and wil l co ntinu e t o d o s o beca use as s he s ay s . “Every … time I pic k out h is s ui t he either s c ores… o r … w in [s], s o I’m no t go ing to stop that unti l th e very, very en d.” Co ach Di sc o’s wi fe , Mary Beth B ylsma, is the unoffic ial leade r of t he WA Gs , uniting the wom e n toge ther. A nd , Andrew ’s w ife, Haley P oturalski , w as a p r ou d first time mom in the vall ey, even t oting her baby to afternoon g ames in support. 46 W hi le we already have endea r ing cha r acters co m pri s ing the Firebird famil y, the e xcitement of t he AHL brings fresh fa c es t o every new seaso n. As it i s designe d, the Firebirds are a fe e der team to their NHL counterp arts, th e Sea ttle K r aken . As such, they h ave al r eady lost severa l key players, and w ill continue to every seas on . We will m e et a s lew of new players wh o coul d rise to s tardom as well. The r iveting c on fli c ts and r es olut io ns of this will provid e edg e of yo ur seat docudrama to t he audienc e , whi le p ul ling the fan s closer to the tea m t hro ug h a cl imact ic seaso n. 47 Wh ile we’ll h ave the sed uctive, s ty listic , a nd st e llar be hind t he s cenes l oo k at the te am, the h e art of th e sh ow w ill b e t he th r ou gh -line of c ommu nity, t he Fire bird community. Wit h the i nclusi v e ness of market in g already b r in gi ng t he C oachel la Vall ey’s n ine different cities together as a unifi e d fan base, this series wil l be the added s upe r glue th at binds old and n ew f ans to t he f ranchise. 48 49 50 CITY OF PALM DESERT ATTENDANCE REPORT Advisory Body: Prepared By: Year 2023 2023 2023 2023 2024 2024 2024 Month Jun Aug Oct Dec Feb Apr Jun Date 6-Jun 1-Aug 3-Oct 5-Dec 4-Feb 2-Apr 4-Jun Forrer, Franchesca P E P E - E - 3 0 Hoehn, Rolf P P P P - P - 0 0 Hulahan, Jan P P A P - P N/A 1 1 Norman, Jeffrey E E P P N/A N/A N/A 2 0 Rodriguez, Ray P P P P - P - 0 0 Scott, Erin E A N/A N/A N/A N/A N/A 2 1 Simpson, Brian P P E P - P - 1 0 Palm Desert Municipal Code 2.34.010: P Present A Absent E Excused - No meeting Marketing Committee Michelle Nance Total Absences Total Unexcused Absences Bimonthly: Two unexcused absences from regular meetings in any twelve-month period shall constitute an automatic resignation of members holding office on boards that meet bimonthly. 51