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HomeMy WebLinkAbout2024-09-11 CAC Regular Meeting Agenda Packet CULTURAL ARTS COMMITTEE CITY OF PALM DESERT MEETING AGENDA Wednesday, September 11, 2024 9:00 a.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/83338542730 or call (213) 338-8477, Zoom Meeting ID: 833 3854 2730 • Written public comment may also be submitted to cityclerk@palmdesert.gov. E-mails received by 5:00 p.m. one day 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.NONAGENDA PUBLIC COMMENTS This time has been set aside for the public to address the Cultural Arts 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 Cultural Arts 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. 4.PRESENTATIONS 4.a CITY OF PALM DESERT POET LAUREATE PRESENTATION 5 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 Cultural Arts Committee for a separate discussion. RECOMMENDATION: To approve the consent calendar as presented. 5.a APPROVAL OF MINUTES 19 RECOMMENDATION: Approve the Minutes of July 10, 2024. 5.b PROJECT STATUS REPORT FOR THE SEPTEMBER 11, 2024, CULTURAL ARTS COMMITTEE MEETING 23 RECOMMENDATION: Receive and File Project Status Report for the September 11, 2024, Cultural Arts Committee (CAC) Meeting. 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 REQUEST FOR DIRECTION ON FREE LITTLE ART GALLERY PROGRAM 25 RECOMMENDATION: Provide direction to staff on converting Palm Desert’s Little Free Libraries (LFL) into Free Little Art Galleries (FLAG). 7.b REQUEST TO DISCONTINUE PALM DESERT’S PUBLIC ART DOCUMENTARY FILM SERIES 31 RECOMMENDATION: Approve the discontinuation of Palm Desert’s Public Art Documentary Film Series. 7.c CALIFORNIA DESERT PLEIN AIR FESTIVAL SPONSORSHIP 33 RECOMMENDATION: Recommend City Council approve sponsorship for inaugural California Desert Plein Air Festival. 8.INFORMATIONAL REPORTS & COMMENTS 8.a PLANNING COMMISSION LIAISON 8.b ARCHITECTURAL REVIEW COMMISSION LIAISON 8.c CULTURAL ARTS COMMITTEE MEMBERS 8.d CITY COUNCIL LIAISON 8.e CITY STAFF Cultural Arts Committee Meeting 2 8.f ATTENDANCE REPORT 47 9.ADJOURNMENT The next Regular Meeting will be held on October 9, 2024, at 9:00 a.m. 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 Cultural Arts Committee was posted on the City Hall bulletin board and City website not less than 72 hours prior to the meeting. /S/ Michelle Nance Deputy Clerk II Cultural Arts Committee Meeting 3 4 Page 1 of 1 CULTURAL ARTS COMMITTEE CITY OF PALM DESERT STAFF REPORT MEETING DATE: September 11, 2024 PREPARED BY: Erica Powell, Management Analyst SUBJECT: CITY OF PALM DESERT POET LAUREATE, LORI DAVIS, PRESENTATION BACKGROUND/ANALYSIS: The City of Palm Desert’s Poet Laureate, Lori Davis, will present an update on the appointed position and an overview of programming for FY 2024/2025. 5 6 P A L M D E S E R T P o e t L a u r e a t e 7 A p o e t l a u r e a t e i s a p o e t w h o h a s b e e n a p p o i n t e d b y a g o v e r n m e n t , i n s t i t u t i o n , o r o r g a n i z a t i o n . I t i s t h e i r r e s p o n s i b i l i t y t o e n c o u r a g e t h e t e a c h i n g , r e a d i n g , a n d w r i t i n g o f p o e t r y , a n d t h e l i t e r a r y a r t s , a s a n a v e n u e f o r e d u c a t i o n , c u l t u r e , a n d e n t e r t a i n m e n t . T h e p o s i t i o n u s u a l l y i n c l u d e s c o m p o s i n g a n d r e c i t i n g p o e m s f o r s p e c i a l o c c a s i o n s . P O E T L A U R E A T E ? P oetry8 N o v e m b e r 1 8 , 2 0 2 3 C i v i c C e n t e r P a r k , P a l m D e s e r t 9 C i v i c C e n t e r P a r k , P a l m D e s e r t N o v e m b e r 1 1 , 2 0 2 3 10 A d d i s o n J a c k s o n 11 12 13 Poetry InstructionWriting PromptsOpen Mic ReadingLive Music Refreshments 14 U C R P a l m D e s e r t J u n e 2 0 2 4 15 R E C I T A T I O N Civic Center Park, Palm Desert 16 V E T E R A N ’S D A Y R E C I T A T I O N 2 0 2 4 Y O U T H P O E T R Y E V E N T S “N A T I O N A L P O E T R Y M O N T H ” E V E N T B I -M O N T H L Y P O E T R Y W O R K S H O P A T T H E P A L M D E S E R T L I B R A R Y ! October 2024 - October 2026 17 18 1 CULTURAL ARTS COMMITTEE CITY OF PALM DESERT REGULAR MEETING MINUTES July 10, 2024, 9:00 a.m. Present: Vice Chair Carol Adney*, Committee Member Thomas Mitze, Committee Member Pia Rose, Committee Member Ann Simley, Chair Elizabeth Hauer *Vice-Chair Adney participated remotely in accordance with AB 2449. Absent: Committee Members Maureen Boren and Lori Flint Staff Present: Management Analyst Erica Powell, Deputy Director of Economic Development Amy Lawrence, Administrative Assistant Debbie Thompson, Recording Secretary Michelle Nance Liaison(s) Present: Architectural Review Commission Liaison, D. Wallace Colvard 1.CALL TO ORDER A Regular Meeting of the Cultural Arts Committee was called to order by Chair Hauer on July 10, 2024, at 9:03 a.m. in the Administrative Conference Room, City Hall, located at 73-510 Fred Waring Drive, Palm Desert, California. 2.ROLL CALL 3.ELECTION OF THE CULTURAL ARTS COMMITTEE CHAIRPERSON AND VICE CHAIRPERSON Deputy Clerk Nance requested nominations for the role of Chairperson and Vice- Chairperson. Motion by: Vice Chair Adney Seconded by: Committee Member Mitze Elect Committee Member Hauer to serves as Cultural Arts Committee Chairperson. Motion Carried (5 to 0) Motion by: Chair Elizabeth Hauer Seconded by: Committee Member Simley Elect Committee Member Adney to service as Cultural Arts Committee Vice- Chairperson. Motion Carried (5 to 0) 4.NON­AGENDA PUBLIC COMMENTS None. 19 2 5.CONSENT CALENDAR Motion by: Committee Member Mitze Seconded by: Committee Member Rose To approve the consent calendar as presented, with the exception of item 5d. Motion Carried (5 to 0) 5.a APPROVAL OF MINUTES Approve the Minutes of June 12, 2024. 5.b RECEIVE AND FILE PROJECT STATUS REPORT FOR THE JULY 10, 2024, CULTURAL ARTS COMMITTEE (CAC) MEETING Receive and File Project Status Report for the July 10, 2024, CAC Meeting. 5.c RECEIVE AND FILE INFORMATIONAL REPORT ON UPDATED SIGNAGE FOR THE EL PASEO SCULPTURE EXHIBITION Receive and file informational report on updated signage for the El Paseo Sculpture Exhibition. 6.CONSENT ITEMS HELD OVER 5.d RECEIVE AND FILE REPORT ON PALM DESERT COMMUNITY GALLERY CLOSURE Deputy Director Lawrence provided a staff report and answered member inquiries. Motion by: Committee Member Mitze Seconded by: Committee Member Rose Receive and file update on closure of the Palm Desert Community Gallery. Motion Carried (5 to 0) 7.ACTION CALENDAR 7.a AUTHORIZE REQUEST FOR PROPOSALS FOR PARK BENCH VINYL ART WRAP Management Analyst Powell provided the staff report and answered member inquiries. Motion by: Committee Member Mitze Seconded by: Committee Member Simley Authorize Request for Proposals (RFP) for one (1) vinyl art wrap onto a Canvus bench to be placed at the Palm Desert Civic Center Park. Motion Carried (5 to 0) City of Palm Desert Cultural Arts Committee Minutes July 10, 2024 20 3 7.b SELECT THEME FOR 2025 STUDENT ART AND ESSAY CONTEST Management Analyst Powell and Administrative Assistant Thompson provided a staff report and lead discussion on potential theme topics. During discussions the following themes were narrowed down as potential options: •Favorite Place; •My Favorite Palm Desert Building; •Flora and Fauna; and •Beauty of the Desert. Motion by: Committee Member Mitze Seconded by: Chair Elizabeth Hauer Select "My Favorite Palm Desert Building" as the theme for the 2025 Student Art and Essay Contest and approve continuation of the vinyl art wrap competition. Motion Carried (5 to 0) 7.c APPROVE INSTALLATION EXPENDITURE FOR DEVELOPMENT SERVICES LOBBY ARTWORK Deputy Director Lawrence provided a staff report. Motion by: Committee Member Mitze Seconded by: Committee Member Rose Approve expenditure for installation of Development Services lobby artwork. Motion Carried (5 to 0) 8.INFORMATIONAL REPORTS & COMMENTS 8.a PLANNING COMMISSION LIAISON None. 8.b ARCHITECTURAL REVIEW COMMISSION LIAISON Architectural Review Commissioner Colvard provided updates on recent Architectural Review Commission approvals. 8.c CULTURAL ARTS COMMITTEE MEMBERS A request to include a discussion about the concrete slabs used for the El Paseo Sculpture Exhibit on a future agenda was denied because the Committee did not reach a consensus. 8.d CITY COUNCIL LIAISON None. City of Palm Desert Cultural Arts Committee Minutes July 10, 2024 21 4 8.e CITY STAFF Management Analyst Powell provided an update Dueling Palms contract being presented to City Council Thursday, July 11, 2024. Deputy Clerk Nance reminded the Committee of the cancellation of Cultural Arts Committee's August meeting. 8.f ATTENDANCE REPORT Report provided; no action taken on this item. 9. ADJOURNMENT The Cultural Arts Committee adjourned at 9:51 a.m. 10. PUBLIC NOTICES _________________________ Michelle Nance, Deputy Clerk II Recording Secretary _________________________ Erica Powell, Management Analyst Secretary _________________________ DATE APPROVED BY CULTURAL ARTS COMMITTEE City of Palm Desert Cultural Arts Committee Minutes July 10, 2024 22 Page 1 of 1 CULTURAL ARTS COMMITTEE CITY OF PALM DESERT STAFF REPORT MEETING DATE: September 11, 2024 PREPARED BY: Erica Powell, Management Analyst SUBJECT: PROJECT STATUS REPORT FOR THE SEPTEMBER 11, 2024, CULTURAL ARTS COMMITTEE MEETING RECOMMENDATION: Receive and File Project Status Report for the September 11, 2024, Cultural Arts Committee (CAC) Meeting. BACKGROUND/ANALYSIS: 1. Installation of Desert Spirit by John Richen – The stainless steel and bronze sculpture, donated by Ruth H. Layton and accepted by the City Council in 2022, was installed in the Administrative Lobby of Palm Desert City Hall. An identification plaque will be installed in September. 2. Installation of bench murals at the Palm Desert Aquatic Center -To enhance the visual experience at the Palm Desert Aquatic Center, four benches facing the entrance gates will be adorned with mural designs by artist Paul Hobson. This installation was completed August 30. 3. FY 2024/2025 Project List – Listed below is an update of projects that staff is currently working on or will soon be working on:  2025/26 El Paseo Sculpture Exhibition – Working on installation schedule and designing new signposts for concrete pads  Organizing art pads and signage for Recycle and SWIRLY GIRL  San Pablo Phase II roundabout – In contracting phase  Desert X 2025 land art – Working with Desert X on potential sites  Poet Laureate – scheduling programming for 2024/2025 at Palm Desert Library  Repairs to be completed: Charger by Ted Gall and cracked bricks in Rose Garden at Civic Center Park  Work w/DSRT Surf on implementation of public art into its project  Library artworks deaccession plan  Artwork implementation plan for new Palm Desert Library facility  Design and print updated public art map  City wide review of public art signage  Develop the Public Art website for strategic, program content  Update Public Art Municipal Code  Other proposed projects coming soon!! 23 24 Page 1 of 2 CULTURAL ARTS COMMITTEE CITY OF PALM DESERT STAFF REPORT MEETING DATE: September 11, 2024 PREPARED BY: Erica Powell, Management Analyst SUBJECT: REQUEST FOR DIRECTION ON FREE LITTLE ART GALLERY PROGRAM RECOMMENDATION: Provide direction to staff on converting Palm Desert’s Little Free Libraries (LFL) into Free Little Art Galleries (FLAG). BACKGROUND/ANALYSIS: In advance of the Palm Desert Library’s official opening on July 1, during its two -month closure for renovations, the City installed five Little Free Libraries (LFL) in various locations around town to serve as a book exchange for residents. With the library now open to the public and the LFLs no longer needed for this purpose, rather than dispose of them, Library staff suggested that Public Art staff consider repurposing them as Free Little Art Galleries (FLAGs). The LFLs are currently installed at the following locations: 1. Joe Mann Park, 77810 California Drive 2. Ironwood Park, 47800 Chia Drive 3. University Dog Park, 74802 University Park Drive 4. Palma Village Park, 44550 San Carlos Avenue 5. Portola Community Center, 45480 Portola Avenue Below are parameters to consider for a FLAG Program: 1. The number of FLAGs to adopt a. Staff recommends considering the number of galleries to convert, bearing in mind the coordination, management and maintenance of the galleries. 2. Location(s) of the FLAGs a. Review of current locations and reconsider locations that have more foot traffic such as the Civic Center Park. 3. Program options a. Call for Artists: Release a call for local artists, schools, or art organizations to manage a FLAG for a specified period of time. b. Rotating Exhibits: Establish a schedule for rotating art displays to keep the galleries dynamic and engaging. 4. Rules a. Display Only vs. Interactive: Determine if the galleries will be for display only or if they will have an interactive component (e.g. take and/or leave art). 25 Cultural Arts Committee City of Palm Desert (Request for Direction on Free Little Art Gallery Program ) Page 2 of 2 5. Communication a. Community Involvement: Develop a comprehensive communication plan to maximize community involvement. Utilize social media, the various City’s websites, and other channels to promote the FLAG program. b. Registration: Submit location details online to Find a Free Little Art Gallery (www.findafreelittleartgallery.com). 6. Re-design the FLAG box(es) a. Redevelop the current box(es) to by wrapping the outside with City branded marketing and FLAG rules. If the CAC recommends initiation of a FLAG program, staff recommends the following with regard to number and location of the FLAGs: Install one FLAG at the Palm Desert Civic Center Park as a test spot to evaluate program. Store remaining four boxes at the Corp Yard for possible future use at the upcoming regional and/or community park sites and/or other areas that may be viable based on what is taken from the test program at the Civic Center. FINANCIAL IMPACT: Costs to convert the LFLs to FLAGs should not exceed $3,000 and depends on how many boxes are chosen. Funds are available in the Public Art Account No. 4364650-4309200. ATTACHMENTS: 1. Little Free Library Locations and Images 2. Images of local FLAGs 26 Little Free Library (LFL) Locations 1. Joe Mann Park, 77810 California Drive 2. Ironwood Park, 47800 Chia Drive 3. University Dog Park, 74802 University Park Drive 27 4. Palma Village Park, 44550 San Carlos Avenue 5. Portola Community Center, 45-480 Portola Avenue 28 Images of local Free Little Art Galleries 1. Palm Springs Parks and Rec Demuth Community Center, 3601 E Mesquite Ave, Palm Springs, CA 92264 2. Cathedral City, Perez Art District, 68895 Perez Rd. 3. La Quinta, Artize Gallery, 51351 Avenida Bermudas, La Quinta, CA 92253 29 30 Page 1 of 2 CULTURAL ARTS COMMITTEE CITY OF PALM DESERT STAFF REPORT MEETING DATE: September 11, 2024 PREPARED BY: Erica Powell, Management Analyst SUBJECT: REQUEST TO DISCONTINUE PALM DESERT’S PUBLIC ART DOCUMENTARY FILM SERIES RECOMMENDATION: Approve the discontinuation of Palm Desert’s Public Art Documentary Film Series. BACKGROUND/ANALYSIS: Palm Desert’s Public Art Documentary Film Series began in 2009 as a partnership between the City and University California Riverside (UCR) Palm Desert Center. The series has been a staple of the City’s public art program aiming to educate and engage the community on various aspects of public art. Each year the series is held at UCR Palm Desert Center from January through April; however, over the last few years, several significant challenges have arisen with coordination of the series, leading staff to consider its discontinuation. Detailed below are the challenges that staff believes justify discontinuation of the series. 1. Staff Time: The public art documentary film series requires extensive planning which includes researching films, series curation, securing film rights, coordination with filmmakers and artists, seeking speakers and moderators for each film’s Q&A, and managing technical aspects of the production. All of this demands substantial staff resources, diverting time and effort away from other critical public art projects and initiatives. Over the last two years, staff has taken on a significant increase in work related to elevated programming, community events, large -scale sculpture installation, and other projects. This increased workload is bound to continue over the next few years and continuing production of the series will limit staff’s ability to focus on other priorities that may have a more direct impact on the community. 2. Return on Investment: Despite the cultural value of the series, the films do not generate as much attendance as they did pre-Covid. On average, only 100 community members attend the films. This raises questions about if the amount of staff time spent on producing the series, along with the program’s annual $3,000 budget, is worth the limited community impact and effectiveness of the program. 3. Accessibility: With increased online content, the public can easily access documentary films and resources, reducing the unique value of the City’s public art documentary f ilm series. A film that can be streamed at no cost or a very low cost to a viewer online, costs the City on 31 Cultural Arts Committee City of Palm Desert (Request to Discontinue Palm Desert’s Public Art Documentary Film Series ) Page 2 of 2 average $350 to secure the film rights to screen with additional costs to secure speakers and moderators, provide refreshments, etc. Given the above, staff recommends discontinuing the public art documentary film series to optimize staff time for the purpose of enhancing more impactful public art initiatives. FINANCIAL IMPACT: The annual budget for producing the public art documentary film series i s $3,000. Costs for this project include screening fees, speaker and moderator honorariums, and refreshments. Discontinuation of the series would allow for these funds to be reallocated to other public art programs/projects. 32 Page 1 of 2 CULTURAL ARTS COMMITTEE CITY OF PALM DESERT STAFF REPORT MEETING DATE: September 11, 2024 PREPARED BY: Erica Powell, Management Analyst SUBJECT: CALIFORNIA DESERT PLEIN AIR FESTIVAL SPONSORSHIP RECOMMENDATION: Recommend City Council approve sponsorship for inaugural California Desert Plein Air Festival. BACKGROUND/ANALYSIS: The City of Palm Desert received a sponsorship request from Palm Springs Life for the 2025 California Desert Plein Air Festival. The festival is scheduled to take place in January and will run for roughly three weeks beginning with four days of paint -outs at scenic locations in and around Palm Desert, the Coachella Valley, the High Desert, and beyond. Organized by the Desert Plein Air Association (DPAA) and held at the Artists Center in Palm Desert, the event will include workshops, artist talks, and sales. The event will also include an awards program comprised of an exhibition that will be evaluated and judged by esteemed and recognized experts who will award artists cash prizes, including $15,000 for Best in Show to attract the top plein-air artists from across the United States to participate in the festival. The 2025 event will be the DPAA’s fourth festival and through a partnership with Palm Springs Life, the event has been rebranded as the California Desert Plein Air Festival. The DPAA and Palm Springs Life are dedicated to organizing an annual event that grows into the largest, most important plein air festival in the US Southwest, and a destination event for Palm Desert. Palm Springs Life plans to support the event’s marketing and PR campaign to ens ure the festival’s success and they foresee a projected attendance of 2,000-3,000 given the publications reach. With the goal of creating an annual destination art festival for Palm Desert, this request is being brought before the Cultural Arts Committee for support of a $25,000 sponsorship. This sponsorship request is scheduled to go before City Council for consideration at their October 10, 2024, meeting. If the sponsorship is approved, staff will return to the Committee with a complete recap of the event for consideration of a continued sponsorship in future years. FINANCIAL IMPACT: Palm Springs Life is requesting a sponsorship in the amount of $25,000 for the California Desert Plein Air Festival. Staff recommends approval of this sponsorship with $12,500 from the Public Art Fund and the remaining $12,500 from the City’s Marketing Budget. Included in the sponsorship package would be significant marketing value and programming and activations to be held in Palm Desert. Specific details are included in the attached proposal. 33 Cultural Arts Committee City of Palm Desert (California Desert Plein Air Festival Sponsorship) Page 2 of 2 If the sponsorship is recommended in future years, Palm Springs Life will be required to apply for community event sponsorship funding annually which requires review by the City’s Outside Agency Funding Committee and approval by the City Council. Public Art funds would not be used for this sponsorship in future years. ATTACHMENTS: 1. 2025 California Desert Plein Air Festival Proposal 34 CALIFORNIA DESERT PLEIN AIR FESTIVAL 2025 SPONSORSHIP PROPOSAL JANUARY 8 – FEBRUARY 2, 2025 PRESENTED TO 35 1 1 CALIFORNIA DESERT PLEIN AIR - PALM DESERT The Desert Plein Air Association (DPAA), a 501(c)(3) nonprofit organization, promotes the centuries-old tradition of landscape and scene painting en plein air (outdoors). Through its annual California Desert Plein Air festival and year-round paint-outs, exhibitions, and enrichment/education programs, DPAA provides inspiration and opportunities for the public, DPAA members, and local artists of all levels to engage in plein-air painting. Plein-air festivals have come and gone in the Coachella Valley over the years. DPAA, founded by Diane Moore (former president of Coachella Valley Watercolor Society and Desert Art Center) and Daniel Foster (former executive director of the Riverside Art Museum and Oceanside Museum of Art) is dedicated to organizing an annual event that grows into the largest, most important plein-air festival in the U.S. Southwest — and a destination event for the City of Palm Desert. The 2025 edition will be their fourth festival at the Artists Center in Palm Desert. The California Desert Plein Air festival begins with four days of paint-outs at scenic locations in and around Palm Desert, the Coachella Valley, High Desert, and beyond. The artists pick and study their vantage points, paint on site, and turn in their canvases for the exhibition and judging. The exhibition features a companion show featuring desert landscape paintings completed in the artists’ studios, expanding artist participation and the scope of paintings available for the public to view and purchase at the festival. 36 2 2 WHY A PLEIN AIR FESTIVAL? Plein-air painting in the Coachella Valley dates back to the 1870s when the Southern Pacific Railroad put down tracks through the desert and allowed artists to ride in exchange for their artwork, which the railroads used in advertisements to promote travel to the West. Many of the top artists of the era came through the desert. Some continued to the emerging artist colonies along the California coast — Laguna Beach, Santa Barbara, Carmel — while others settled into the Coachella Valley and nearby Mojave Desert. Plein-air artists exhibit in specialty galleries and in markets with a predisposed audience for their work, relying on the circuit of regional plein-air festivals to exhibit and sell their paintings. These events draw enthusiast audiences from near and far, connecting artists to collectors and creating long-lasting relationships. The California Desert Plein Air festival runs roughly three weeks, beginning with artist check-in, reception, and dinner followed by four days of paint-outs on location around the desert, workshops, demonstrations, artist talks, an exhibition and sale, and an awards program. The awards program is comprised of an exhibition that will be evaluated and judged by esteemed and recognized experts, who will award artists cash prizes for Best in Show; first, second, and third places; and honorable mentions. The awards will be presented at a reception in the exhibition space that is open to the public. 37 3 3 WHY PALM DESERT? Historically, the Coachella Valley was ground zero for early landscape painters, and today, more contemporary artists than ever come to capture the unique natural beauty of the desert’s colorful sky, majestic mountains, sandy washes, and otherworldly plants and rock formations. This presents an opportunity for the City of Palm Desert to create a destination event to attract artists, enthusiasts, and collectors. Additionally, a partnership between Desert Plein Air Association and Palm Springs Life will allow the city to capitalize on the economic impact of a destination event. The national Arts & Economic Prosperity 6 study revealed that Coachella Valley nonprofit arts and culture organizations in 2022 generated $110.9 million in economic activity through their events. That activity supported 1,623 jobs, provided $57.6 million in personal income to residents, and generated $19.5 million in tax revenue for local, state, and federal governments. In terms of tourism, 28.3 percent of arts and culture event attendees traveled from outside the Coachella Valley, and each spent an average of $156.94 — that is, 245 percent more than local attendees — beyond the cost of admission and on-site food, beverage, and souvenirs. Of those “visitor” attendees, 47 percent said that the primary purpose of their visit was to attend the event or venue where they were surveyed. More than 45 percent of visiting attendees reported an overnight lodging expense (an average of two nights). Not surprisingly, these attendees spent considerably more during their visit — an average of $263 per person. 38 4 4 THE AUDIENCE California Desert Plein Air stands out as the only event dedicated to historic and still-thriving field of plein-air painting in the Coachella Valley. Our region has several “general” art festivals — Indian Wells Art Festival, Southwest Art Festival, La Quinta Art Celebration — featuring “circuit” artists who travel from town to town with their painting, photography, sculpture, mixed media, textile, jewelry, and wearables. Additionally, Palm Springs Convention Center hosts an art fair featuring more than 50 contemporary art galleries from around the country, and the biennial Desert X invites a handful of artists from around the world to create site- specific installations across the region. The closest plein-air event to the Coachella Valley is the annual Plein Air Invitational in Borrego Springs, which takes place March 3–April 27, 2025. While “general” art festivals target local audiences, as well as visitors, plein-air events are destination events, attracting not only participating artists and their families, but also their loyal collectors. With the benefit of depicting familiar local landscapes, the artwork draws local audiences to marvel at and purchase the paintings, usually meeting the artist in person and developing a lasting connection. We’ll invite this robust plein-air community to join us in Palm Desert through promotions in Plein Air Magazine, Southwest Art Magazine, and Western Art Collector as well as through targeted social media. PROJECTED AT TENDEES: 2,000 - 3,000 The attendance of this 2025 event will increase due to the marketing and PR initiatives by Palm Springs Life (valued at over $75,000) and Visit Greater Palm Springs will add to the promotional muscle. 100 + artist from across the United States $15,000 Cash Prize Total cash prize in 2024 was less than $5,000. The increase in prize money will attract top plein-air artists to participate in the festival. 2025 Exhibition categories include: Featured VIP artists, Desert Landscape or Desert Cityscape and Plein Air Competition. 39 5 5 2025 SCHEDULE OF EVENTS OCTOBER 2024 Registration begins online: - Featured VIP Artists-invited artists only. - California Desert Plein Air plein air competition (painting outdoors). (First 50 entries accepted.) - Desert Landscape or Desert Cityscape: studio paintings. (last day to enter for jury process: December 27th at 4 pm) JANUARY 8TH, 2025 — Notification: Desert Landscape/Cityscape artists accepted into Category 2. - Approximately 50-60 to be accepted. THURSDAY, JANUARY 9TH One-day plein air workshop 9 am – 1 pm Pastel: Thomas E. Smith Location nearby. Non-sketcher: Fran Calvert Location nearby. FRIDAY, JANUARY 10TH One-day plein air workshop 9 am -1 pm Oil: Durre Waseem Location nearby. Watercolor: Geoffrey Allen Location nearby. SATURDAY, JANUARY 11TH California Desert Plein Air Competition: Headquarters: Attendees Check-in ... — Substrate Stamped 8 am – 4 pm. — Substrate can be stamped 10am – 4pm on Sunday, at Headquarters — Schedule for Paint-outs and locations to be publicized. Artists are encouraged to paint at these locations but are free to choose where they want to paint. Artists usually arrive at 8 am: — Saturday, January 11th Santa Rosa-San Jacinto Mountains Visitors Center — Sunday, January 12th Palm Desert Civic Center — Monday, January 13th Downtown Palm Springs — Tuesday, January 14th Artists location of choice. WEDNESDAY, JANUARY 15TH — Framed paintings ready to hang delivered to Headquarters. Time: 8:30 am – 11 am NO PAINTINGS ACCEPTED AFTER 11 am. — Hanging paintings: 11 am – 3 pm. Gallery is closed. — Kick-off dinner...no host: Restaurant TBD. THURSDAY, JANUARY 16TH — Gallery open to public: 10 am – 4 pm. — Judging takes place. — Awards reception: 5 pm – 7 pm. 40 6 6 2025 SCHEDULE OF EVENTS FRIDAY, JANUARY 17TH — Gallery open: 10 am – 4 pm. — Demonstrations in Gallery: 11 am - TBD / 1 pm - TBD SATURDAY, JANUARY 18TH — Gallery open: 10 am – 4 pm. — Demonstrations in Gallery: 11 am - TBD / 1 pm - TBD SUNDAY, JANUARY 19TH — Gallery open: 10am – 4pm. — Demonstrations in Gallery: 1 pm - TBD WEDNESDAY, JANUARY 22ND — Gallery open: 10 am – 4 pm. THURSDAY, JANUARY 23RD — Gallery open: 10 am – 4 pm. FRIDAY, JANUARY 24TH — Gallery open: 10 am – 4 pm. — Demonstrations in Gallery: 11 am - TBD / 1 pm - TBD SATURDAY, JANUARY 25TH — Gallery open: 10 am – 4 pm. — Demonstrations in Gallery: 11 am - TBD / 1 pm - TBD SUNDAY, JANUARY 26TH — Gallery open: 10 am – 4 pm. — Demonstrations in Gallery: 1 pm - TBD WEDNESDAY, JANUARY 29TH — Gallery open: 10 am – 4pm. THURSDAY, JANUARY 30TH — Gallery open: 10 am – 4 pm. FRIDAY, JANUARY 31ST — Gallery open: 10am – 4pm. — Demonstrations in Gallery: 11 am - TBD / 1 pm - TBD SATURDAY, FEBRUARY 1ST — Gallery open: 10am – 4 pm. — Demonstrations in Gallery: 11 am - TBD / 1 pm - TBD SUNDAY, FEBRUARY 2ND — Gallery open: 10 am – 2 pm. — Exhibition comes down, artists pick up paintings. — 2 pm – 4 pm Gallery closed for take down. — Paintings must be picked up before 4 pm... Gallery closes at 4 pm. 41 7 7 2025 SPONSORSHIP City of Palm Desert will receive the following benefits: NAMING • City of Palm Desert as the sponsor of California Desert Plein Air Festival. • City of Palm Desert logo will appear first in the list of sponsors. MARKETING • City of Palm Desert logo/name on California Desert Plein Air Festival print ads to start running September 2024 through January 2025. These ads are to run in Palm Springs Life, The Guide, Palm Springs Life Arts + Culture, and other publications produced by Palm Springs Life. • City of Palm Desert logo/name on California Desert Plein Air Festival email marketing promotions going to California Desert Plein Air Festival, and Palm Springs Life, email opt-ins. 48,400+ opt-ins • City of Palm Desert logo/name on digital promotions on palmspringslife.com and other media partners. 42 8 8 2025 SPONSORSHIP MARKETING continued • City of Palm Desert logo/name included on billboard campaign targeted to the Southern California drive markets of (San Diego, Los Angeles, Orange County, etc.). • City of Palm Desert mentioned in local radio spots. • City of Palm Desert logo/name mention on T V spots. • City of Palm Desert tagged on social media post from California Desert Plein Air Festival and Palm Springs Life’s social media channels. • City of Palm Desert/link on California Desert Plein Air Festival website for one year under the sponsor section. • City of Palm Desert logo/name on printed marketing collateral distributed to high-traffic locations throughout Greater Palm Springs. Printed collateral includes posters, rack cards, table tents, etc. • City of Palm Desert logo/name on press kits prepared for talent, sponsors, and partners. • One full-page display ad in the 2025 California Desert Plein Air Festival Program. Copies TBD. • One full-page display ad in the January 2025 issue of Palm Springs Life (76,774 monthly print and digital readers of Palm Springs Life) 43 9 9 2025 SPONSORSHIP PROGRAMMING AND A CTIVATIONS • The main 2025 exhibition will be in Palm Desert with additional event activations in the City of Palm Desert. HOSPITALIT Y • City of Palm Desert to receive 50 tickets with VIP access to all event programming. • Opportunity for City of Palm Desert to provide artist gift bags. POST EVENT • City of Palm Desert logo included in a “Thank you to our Sponsor” page opposite Social Life coverage of California Desert Plein Air Festival. • City of Palm Desert will be recognized on Social Life coverage of California Desert Plein Air Festival posted on palmspringslife.com and in a select issue of Palm Springs Life. • A complete recap of the event will be provided 60 days after the event. FEE: $25,000 44 303 North Indian Canyon Drive, Palm Springs, CA 92262 palmspringslife.com Paulina Larson Business Development paulina@palmspringslife.com 760-325-2333 x286 Frank W. Jones Publisher frank@palmspringslife.com 760-325-2333 x244 C ONTA CT 8-30-24 / CPD Kevin O'Grady Director of Marketing and Sponsorships kevin@palmspringslife.com 760-325-2333 x261 Steven Biller Editorial Director steven@palmspringslife.com 760-325-2333 x233 45 46 Cultural Arts Committee Year 2024 2024 2024 2024 2024 2024 2024 2024 2023 2023 2023 2023 Month Aug July Jun May Apr Mar Feb Jan Dec Nov Oct Sep Day 10 12 8 10 13 14 10 13 8 13 Adney, Carol - P P P P P P - - P - P 0 0 Boren, Maureen - E E P P P P - - P - P 0 2 Flint, Lori - E P P P P P - -P - P 0 1 Hauer, Liz - P P P P P P - - P - P 0 0 Mitze, Tom - P P P P P P - - P - P 0 0 Rose, Pia - P E P P P P - - E - P 0 2 Simley, Ann - P P P P P P - - P - P 0 0 Stone Kristen Olson (Alt.) - P P P P A A - - E - P NA NA P Present P Remote A Absent E Excused -No Meeting Resigned/Not Yet Appointed Palm Desert Municipal Code 2.34.010 Monthly: Three unexcused absences from regular meeting in any twelve-month period shall constitute an automatic resignation of members holding office on boards that meet bimonthly. Please contact the Recording Secretary to discuss any attendance concerns. Total Absences Unexcused Excused 47