HomeMy WebLinkAbout2025-01-16 EPPBID Special Meeting Agenda Packet
EL PASEO PARKING AND BUSINESS IMPROVEMENT DISTRICT
BOARD
CITY OF PALM DESERT
MEETING AGENDA
Thursday, January 16, 2025
8:00 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/84131730440 or
call (213) 338-8477, Zoom Meeting ID: 841 3173 0440
•
Written public comment may also be submitted to cityclerk@palmdesert.gov. E-mails
received by 4:00 p.m. the 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 El Paseo Parking and
Business Improvement District Board 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 El Paseo
Parking and Business Improvement District Board 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.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 El Paseo Parking and Business Improvement District Board for a separate
discussion.
RECOMMENDATION:
To approve the consent calendar as presented.
4.a APPROVAL OF MINUTES 5
RECOMMENDATION:
Approve the Minutes of December 5, 2024.
4.b APPROVAL OF FINANCIALS 9
RECOMMENDATION:
Approve the financial statements for the month ending November 30, 2024,
and December 31, 2024.
5.CONSENT ITEMS HELD OVER
6.INFORMATIONAL REPORTS
6.a CITY STAFF
6.a.1 EL PASEO SCULPTURE EXHIBIT DEDICATION 15
Update on the El Paseo Sculpture Exhibition Dedication event to
coincide with El Paseo Art Walk.
6.a.2 ON-STREET PARKING STRIPING PLAN 17
Update on the On-Street Parking Striping Plan
6.b SHERIFF UPDATE
6.c MARKETING UPDATE 19
FG Creative marketing update report for December 2024
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 MID-YEAR BUDGET ADJUSTMENT 39
RECOMMENDATION:
Provide direction on a mid-year budget adjustment.
El Paseo Parking and Business Improvement District Board Meeting
January 16, 2025
2
7.b PROVIDE FEEDBACK ON RESTRICTING DELIVERY VEHICLES ON EL
PASEO.
53
RECOMMENDATION:
Provide feedback and direction to the City on the question of whether to
restrict delivery vehicles from parking on El Paseo to make business
deliveries.
8.COMMENTS
8.a EL PASEO PARKING AND BUSINESS IMPROVEMENT DISTRICT
BOARD MEMBERS
8.b CITY COUNCIL LIAISON
8.c CITY STAFF
8.d ATTENDANCE REPORT
9.ADJOURNMENT
The next Regular Meeting will be held on February 12, 2025 at 8:00 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 El Paseo Parking and Business Improvement
District Board was posted on the City Hall bulletin board and City website not
less than 72 hours prior to the meeting.
/S/ Damian Olivares
Recording Secretary
El Paseo Parking and Business Improvement District Board Meeting
January 16, 2025
3
4
El Paseo Parking and Business Improvement District Board December 5, 2024
1
EL PASEO PARKING AND BUSINESS IMPROVEMENT DISTRICT BOARD
CITY OF PALM DESERT
SPECIAL MEETING MINUTES
December 5, 2024, 8:00 a.m.
Present: Board Member Mahasti Islami, Board Member Alec Longmuir,
Board Member Michelle Maspero, Vice Chair Rebecca Elliott,
Chair Patrick Klein
Council Liaison: Absent
Staff Present: Public Affairs Manager Thomas Soule, Business and Community
Outreach Coordinator Vanessa Mager, Recording Secretary
Damian Olivares
1. CALL TO ORDER
A Special Meeting of the El Paseo Parking and Business Improvement District Board was
called to order by Chair Klein on December 5, 2024, at 8:04 a.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
4. CONSENT CALENDAR
Motion by: Board Member Islami
Seconded by: Board Member Elliott
To approve the consent calendar as presented.
Motion Carried
4.a APPROVAL OF MINUTES
Motion by: Board Member Islami
Seconded by: Board Member Elliott
Approve the Minutes of October 17, 2024.
Motion Carried
4.b APPROVAL OF FINANCIALS
5
El Paseo Parking and Business Improvement District Board December 5, 2024
2
Motion by: Board Member Islami
Seconded by: Board Member Elliott
Approve the financial statements for the month October 31, 2024.
Motion Carried
5. CONSENT ITEMS HELD OVER
None.
6. INFORMATIONAL REPORTS
6.a CITY STAFF
Business and Community Outreach Coordinator Vanessa Mager reported
updates on President's Plaza 3 repaving project, Wayfinding signage survey, as
well as the 602 forms.
6.b SHERIFF UPDATE
None.
6.c MARKETING UPDATE
Stephanie Greene, of FG Creative presented marketing update.
7. ACTION CALENDAR
7.a CONSIDERATION OF A $5,000 SPONSORSHIP OF THE CALIFORNIA
DESERT PLEIN AIR FESTIVAL
Frank Jones and Paulina Larson, with Desert Plein Air Association present
proposal of sponsorship for the California Desert Plein Air Festival and answered
board member inquiries.
Motion by: Chair Klein
Seconded by: Board Member Longmuir
Consider for approval a proposed sponsorship of the California Desert Plein Air
Festival in the amount of $5,000.
Motion Carried
7.b VOTE ON NEW MEMBER TO FILL OPEN BOARD SEAT
Public Affairs Manager Thomas Soule presented the candidates for
consideration. Board Members nominated and voted for Angela Rafferty.
Motion by: Board Member Elliott
Seconded by: Board Member Maspero
Consider three candidates and vote for one to fill the open board seat.
6
El Paseo Parking and Business Improvement District Board December 5, 2024
3
Motion Carried
8. COMMENTS
8.a EL PASEO PARKING AND BUSINESS IMPROVEMENT DISTRICT BOARD
MEMBERS
Board members provided update on new businesses coming soon as well as
season shopping update.
8.b CITY COUNCIL LIAISON
None.
8.c CITY STAFF
8.d ATTENDANCE REPORT
Report provided; no action taken on this item.
9. ADJOURNMENT
The El Paseo Parking and Business Improvement District Board adjourned at 8:53 a.m.
10. PUBLIC NOTICES
_________________________
Damian Olivares
Recording Secretary
_________________________
Thomas Soule, Public Affairs Manager
Staff Liaison
_________________________
DATE APPROVED BY EPPBID BOARD
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8
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EL PASEO PARKING AND BUSINESS IMPROVEMENT DISTRICT BOARD
CITY OF PALM DESERT
STAFF REPORT
MEETING DATE: January 16, 2025
PREPARED BY: Christiani Aquino, Marketing Assistant
SUBJECT: FINANCIAL STATEMENTS ENDING NOVEMBER 30 AND DECEMBER
31, 2024
RECOMMENDATION:
Approve the Financial Statements for the months ending November 30, 2024 and December 31,
2024.
BACKGROUND/ANALYSIS:
The Financial Statements for the months ending November 30, 2024, and December 31, 2024,
are herein provided for the board to approve.
ATTACHMENTS:
Financial Statement Reports for the months ending November 30, 2024, and December 31,
2024.
9
10
July Aug.Sept.Oct.Nov.Dec.Jan.Feb.Mar.Apr.May June
12,773$ 22,075$ 22,372$ 32,260$ 32,228$ 21,838$ 19,117$ 17,485$ 19,303$ 21,228$ 16,689$ 12,632$ 250,000$
14,728.53$ 21,045.10$ 48,385.13$ 44,956.65$ 85,424.95$ 37,099.59$ 251,639.95$
$ 1,955.53 $ (1,029.90) $ 26,013.13 $ 12,696.65 $ 53,196.95 $ 15,261.59 $ (19,117.00) $ (17,485.00) $ (19,303.00) $ (21,228.00) $ (16,689.00) $ (12,632.00) $ 1,639.95
July Aug.Sept.Oct.Nov.Dec.Jan.Feb.Mar.Apr.May June
Budget 3,350.00$ 3,350.00$ 3,350.00$ 3,350.00$ 3,350.00$ 3,350.00$ 3,350.00$ 3,350.00$ 3,350.00$ 3,350.00$ 3,350.00$ 3,350.00$ 40,200.00$
Actual 3,350.00$ 3,350.00$ 3,350.00$ 3,350.00$ 3,350.00$ 16,750.00$
Budget 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 3,000.00$
Actual -$
Budget 1,000.00$ 1,000.00$ 1,100.00$ 1,100.00$ 1,100.00$ 1,100.00$ 1,100.00$ 1,100.00$ 1,100.00$ 1,100.00$ 1,100.00$ 1,100.00$ 13,000.00$
Actual 1,000.00$ 1,000.00$ 1,100.00$ 1,100.00$ 1,100.00$ 5,300.00$
Budget 10,000.00$ 10,000.00$
Actual -$
Budget 1,500.00$ 1,500.00$ 1,500.00$ 1,500.00$ 1,500.00$ 1,500.00$ 1,500.00$ 1,500.00$ 1,500.00$ 13,500.00$
Actual -$
Budget
Actual 123.40$ 131.74$ 141.71$ 143.70$ 145.09$ 144.53$ 830.17$
Budget 2,000.00$ 2,000.00$
Actual 2,000.00$ 2,000.00$
Budget 2,200.00$ 6,800.00$ 4,400.00$ 4,400.00$ 6,800.00$ 5,000.00$ 29,600.00$
Actual 11,600.00$ 4,395.00$ 15,995.00$
Budget 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 15,000.00$
Actual -$
Budget 3,000.00$ 3,000.00$ 3,500.00$ 3,500.00$ 3,300.00$ 16,300.00$
Actual -$
Budget 2,200.00$ 2,200.00$ 2,200.00$ 2,200.00$ 2,200.00$ 2,200.00$ 2,200.00$ 15,400.00$
Actual -$
Budget 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 30,000.00$
Actual 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 3,900.00$ 13,900.00$
Budget 500.00$ 500.00$ 500.00$ 500.00$ 500.00$ 500.00$ 500.00$ 500.00$ 500.00$ 500.00$ 5,000.00$
Actual 527.29$ 1,205.47$ 1,732.76$
Budget 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 3,000.00$
Actual 500.00$ 250.00$ 250.00$ 1,000.00$
Budget 1,500.00$ 1,500.00$ 1,500.00$ 1,500.00$ 1,500.00$ 1,500.00$ 1,500.00$ 1,500.00$ 1,500.00$ 13,500.00$
Actual 3,000.00$ 3,000.00$ 6,000.00$
Budget 500.00$ 500.00$ 500.00$ 500.00$ 500.00$ 500.00$ 500.00$ 500.00$ 500.00$ 500.00$ 5,000.00$
Actual 500.00$ 500.00$ 500.00$ 1,500.00$
Budget 1,250.00$ 1,250.00$ 1,250.00$ 2,500.00$ 2,500.00$ 1,250.00$ 1,250.00$ 2,000.00$ 2,000.00$ 2,000.00$ 2,000.00$ 1,800.00$ 21,050.00$
Actual 1,250.00$ 1,250.00$ 2,500.00$ 2,500.00$ 7,500.00$
Budget 1,500.00$ 1,500.00$
Actual 1,800.00$ 95.18$ 1,500.00$ 3,395.18$
Budget 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 2,000.00$
Actual -$
Budget 3,100.00$ 3,100.00$
Actual -$
Budget 700.00$ 700.00$
Actual 425.00$ 425.00$
Budget 20,000.00$ 20,000.00$
Actual -$
Budget 5,000.00$ 5,000.00$
Actual -$
Budget 1,150.00$ 1,000.00$ 1,000.00$ 1,000.00$ 1,000.00$ 1,000.00$ 1,000.00$ 7,150.00$
Actual -$
Budget -$
Actual -$
Budget 11,300.00$ 8,600.00$ 12,700.00$ 26,150.00$ 19,050.00$ 25,450.00$ 26,050.00$ 51,800.00$ 29,700.00$ 31,000.00$ 22,700.00$ 10,500.00$ 275,000.00$
Actual 10,648.40$ 8,731.74$ 9,391.71$ 25,566.17$ 21,845.56$ 144.53$ -$ -$ -$ -$ -$ -$ 76,328.11$
$ (651.60) $ 131.74 $ (3,308.29) $ (583.83) $ 2,795.56 $ (25,305.47) $ (26,050.00) $ (51,800.00) $ (29,700.00) $ (31,000.00) $ (22,700.00) $ (10,500.00) $ (198,671.89)
76,328.11$ Cash Reserves (YTD Income minus Expenses):272,422.68$
230 Outdoor
Digital Rotating Campaigns
Printing: Collateral for First Fridays
Total Expenses
Actual minus Budget (Variance):
YTD Income Balance (Assessments + FY 22-23 Resrv): $ 348,750.79 YTD Expenses:
431 Palm Desert Food & Wine Sponsorship
50
0
El Paseo Street Activation
510 Street Activation
530
Catalogue Delivery
40
0
Partnerships/Sponsorships
430 Fashion Week El Paseo Sponsorship
30
0
330 Merchant Relations - Annual Meeting Mixer
340
330 Merchant Relations
410 CVB Membership Dues
420 Palm Desert Chamber Membership
310 Monthly Content Generation
320 Publicity/ Influencers
Merchant Support
20
0
Advertising
210 Palm Springs Life/EMC Healthy Living
240 Online Digital
380 Digital/ Enewsletters / Consumers
260 Social Media
710 Social Media - Paid Campaigns
270 Website
10
0
Strategic Planning/Admin
110 Monthly Retainer
120 COPD Administration
130 Brand Concept/ Monthly Graphics
Photo Licensing - PSL
Photo Captures 310
Telephone
140 Strategic Planning
Actual Received Assessments:
Actual minus Budget (Variance):
Expenses
Acct. No.Category 2024 2025 Totals
Projected Budgeted:
Income
Assessments 2024 2025 YTD Totals
11
El Paseo Business Association FY 2024-2025
Description Budgeted Actual Variance
Beginning Cash Balance 127,840.84 171,888.23 44,047.39
This Month's Assessments 32,228.00 85,424.95 53,196.95
Year To Date Balance 160,068.84 257,313.18 97,244.34
Beginning Expenses 58,750.00 54,338.02 4,411.98
This Month's Expenses 19,050.00 21,845.56 (2,795.56)
Year To Date Expenses 77,800.00 76,183.58 1,616.42
YTD Cash Balance 141,018.84 235,467.62 94,448.78
Budget vs Actual Recap - November
Income
Expenses
12
El Paseo Business Association FY 2024-2025
Description Budgeted Actual Variance
Beginning Cash Balance 141,018.84 235,467.62 94,448.78
This Month's Assessments 21,838.00 37,099.59 15,261.59
Year To Date Balance 162,856.84 272,567.21 109,710.37
Beginning Expenses 77,800.00 76,783.58 1,016.42
This Month's Expenses 25,450.00 144.53 25,305.47
Year To Date Expenses 103,250.00 76,928.11 26,321.89
YTD Cash Balance 137,406.84 272,422.68 135,015.84
Budget vs Actual Recap - December
Income
Expenses
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EL PASEO PARKING AND BUSINESS IMPROVEMENT DISTRICT BOARD
CITY OF PALM DESERT
STAFF REPORT
MEETING DATE: January 16, 2024
PREPARED BY: Christiani Aquino, Marketing Assistant
SUBJECT: EL PASEO SCULPTURE EXHIBITION DEDICATION
RECOMMENDATION:
Receive and file a verbal update regarding the El Paseo Sculpture Exhibition Dedication event,
scheduled for Friday, February 7, to coincide with El Paseo Art Walk.
BACKGROUND/ANALYSIS:
Erica Powell, Management Analyst, will provide a verbal update regarding the El Paseo
Sculpture Exhibition Dedication event, scheduled for Friday, February 7, to coincide with El
Paseo Art Walk. The City of Palm Desert's exclusive, biennial exhibition brings together 18
unique works of art from local, national, and international artists.
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Page 1 of 1
EL PASEO PARKING AND BUSINESS IMPROVEMENT DISTRICT BOARD
CITY OF PALM DESERT
STAFF REPORT
MEETING DATE: January 16, 2025
PREPARED BY: Christiani Aquino, Marketing Assistant
SUBJECT: UPDATE ON THE ON-STREET PARKING STRIPING PLAN
RECOMMENDATION:
1. Update on On-street Parking Striping Plan
BACKGROUND/ANALYSIS:
Public Works Director Martin Alvarez will give an update on the Public Works department’s
project to add on-street parking striping to El Paseo, currently scheduled for the summer of 2025.
ATTACHMENTS:
1. On-Street Parking Striping Plan Slides
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Page 1 of 1
EL PASEO PARKING AND BUSINESS IMPROVEMENT DISTRICT BOARD
CITY OF PALM DESERT
STAFF REPORT
MEETING DATE: January 16, 2024
PREPARED BY: CHRISTIANI AQUINO, MARKETING ASSISTANT
SUBJECT: MARKETING REPORT ENDING IN DECEMBER 2024
RECOMMENDATION:
Receive and file the Marketing Report for the month ending December 31, 2024.
BACKGROUND/ANALYSIS:
Stephanie Greene of FG Creative will provide an update on the December 2024 Marketing
Report.
ATTACHMENTS:
1. Marketing Report for the month ending December 31, 2024.
19
20
El Paseo
parking & business improvement
district
MOnthly Marketing Update
DECember, 2024
Budget Year: 2024-2025
January 16, 2025 21
2
2024-2025
INITIATIVES
4
Create activations
3
Leverage Partnerships
2
Support the
businesses
1
Evolve & Communicate
the brand
22
3
A.Planning & Coordination
●Implement Marketing Plan and Budget
●Monthly Account Management
●Prepare for Monthly Board Meeting
○Compile Monthly Marketing Report
○Coordinate Partnership Reports
B.Brand Assets
●Develop campaign elements
○Prepare Feb 2025 ad for PSL —--------------->
○Update Social Media Graphics
○Prepare Outdoor Billboard Campaigns
○Prepare Ad for EMC Healthy Living
○Prepare Graphic for PSL New Home Polybag
C.Photo Captures:
●December 11
○Grayseful
○Skidmore Contemporary Art
○Trina Turk
○All Tressed Up
○Sumo Dog
○Brandini Toffee
●December 20
○Shake Shack
1
Evolve & Communicate
the brand
23
4
January Graphics Print Ad: EMC Healthy Living
24
5
Outdoor Billboard Campaign
25
6
F. Social Media - December
TOTAL FOLLOWERS:93,371
Dec 2024 Nov 2024 Dec 2023
COMBINED STATS:
Impressions 145,850 +20% +5.9%
Engagements 948 -46% -80%
Audience Growth 93,371 +0.4% +1.5%
Total Sent Messages 459 -12% +16%
HIGHLIGHTS FROM INSTAGRAM
Profile Visits 2,210
Tagged Photos 263
Accounts Engaged 645
Accounts Reached 50,406
●57.9% increase in external link taps
●25% increase in business address taps
NEW TACTICS
●Add new videos to Facebook Reels that are specific to select stores
●Work with more stores to “collaborate” and share posts 26
7
F. Social Media - December
Trip Advisor Stats
27
8
7
Social Posts
249
Views on
Website Listing
Page – 509 CT
5
Blog Posts
667
Views on
Landing Page
164 Clicks to
Site
Visit Greater Palm Springs CVB - Website
28
9
D. Publicity & GPSCVB Mentions
●VGPS Social Media Posts - Instagram, Tiktok, Facebook
○Facebook
■No information provided
○Instagram:
■Holiday Shopping, Dec 2 - https://www.instagram.com/p/DDFbzPdSQgl/
■Holiday Happenings, Dec 11 - https://www.instagram.com/p/DDch1b0PX3M/
■Holiday Shopping post - https://www.instagram.com/p/DDnTcgvsTWq/?img_index=1
■Nightlife - https://www.instagram.com/p/DEDITFgKe8Z/
■Holiday Outdoor Dining, Dec 20 - https://www.instagram.com/p/DDz0mDQyST7/
■Cozy Nights on El Paseo, Dec 29 - https://www.instagram.com/p/DEFnZYiKIPF/ &
https://www.instagram.com/p/DEFnZYiKIPF/
■Dog Friendly Dining, Dec 31 - https://www.instagram.com/p/DEN2zNqNlmS/
○TikTok
■No information provided
○Blog Posts
■·ROOFTOP BARS IN GREATER PALM SPRINGS – December 18, 2024
https://www.visitgreaterpalmsprings.com/blog/post/top-rooftop-bars-in-greater-palm-springs/
■HOLIDAY HAPPENINGS IN GREATER PALM SPRINGS – December 11, 2024
https://www.visitgreaterpalmsprings.com/blog/post/holiday-happenings-in-greater-palm-springs/
■BEST PLACES FOR LUNCH IN GREATER PALM SPRINGS – December 10, 2024
https://www.visitgreaterpalmsprings.com/blog/post/best-places-for-lunch-in-greater-palm-springs/
■TOP HAPPY HOUR SPOTS — December 10, 2024
https://www.visitgreaterpalmsprings.com/blog/post/top-happy-hour-spots-in-greater-palm-springs/
■YOUR GUIDE TO NIGHTLIFE IN GREATER PALM SPRINGS – December 2, 2024 -
https://www.visitgreaterpalmsprings.com/blog/post/you-guide-to-entertainment-and-nightlife/
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10
E. Advertising - December
El Paseo Consumer E-Newsletter (PSL)
Deployed: Friday, December 13, 2024
Subject line: Tis the Season to Make a
Statement
Sent: 9,835
Open Rate: 49.7%
Opens: 4,526
Click rate: 4.8%
PSL Exclusive E-Blast
Sent: 50,000 + opt ins
Deployed: Friday,
December 18, 2024
Subject line: Where can
you find all your holiday
delights?
Sent:: 47,927
Opens: 20,129
Open Rate: 42.6%
Click rate: 2.27%
Lookbook Page Clicks: 504
https://elpaseocatalogue.com/lookbooks
30
11
G. Website
www.ElPaseoCatalogue.com
10,616
Sessions
8,652
Users
8,365New 1,791
Directory
Sessions
10,238
Directory Page
Views
32,818
Page Views
El Paseo Directory
●1,376 users
●1,348 new users
●298 clicks to advertiser
website
●42 direct calls from
directory
●2,500 print delivery
●2,724 catalogue print
delivery
31
12
A. City of Palm Desert
●Ongoing Merchant Outreach
●Monthly site walk with Vanessa Mager - Dec 10
●Working with Courtesy Cart Staff
●Service requests via PD In Touch App
B. El Paseo Partners
●Visit Greater Palm Springs
○None
●Palm Desert Chamber of Commerce
○Ribbon Cutting
■Shake Shack
●Riverside County Sheriff Department
○Emails/texts with BDT team and Sgt. Cryder
○Deputy Michele Ploesch was promoted to Sergeant and transferred to the
Blythe station
■No replacement at this time
○BDT team on EP for Shake Shack grand opening
○Riverside County Mounted Posse on EP
OTHER PARTNERSHIPS
32
13
63
Businesses
Visited
Includes hand
delivered info,
emails, phone and
texts.
See List Next Page
0
One-on-One
Meetings
443
Distribution
for
E-Newsletter
242
Members in
the FB Group
1 New
1 Removed
MERCHANT RELATIONS
A.Visits to Businesses
B.One-On-One Meetings
a.Suspended for Dec due to holidays
C.Manage Database
D.Monthly Merchant E-Newsletter
E.Private Facebook Group
F.Merchant Events
a.The Gardens on El Paseo Tree Lighting
b.Shake Shack Grand Opening
c.California Desert Plein Art Festival
d.Acapella Singers
e.Stilt Walker
2
Support the
businesses
33
14
F. Overview of Stores Businesses Visited
NEW STORES // OPEN SOON
●Carolina Herrera - Fall
●Shake Shack -opened
●The Wine & Cheese Shop on El Paseo (Jan)
●RH Interior Design -opened
●Hat Bar by Pretty Please Collective -opened
●Desert Luxury Estates - reopened
●Brandini Toffee (pop up)
●DiMarie Consulting
●Re-Bath
PERMANENTLY CLOSED
●Interior Motives Window Coverings
●Iconic Palm Springs/Iconic Gallery
●120% Lino
TEMPORARILY CLOSED
●Abel, Krieger & Wilmeth CPA (due to fire)
34
15
F. Photo Captures // Merchant Resource
Photo
Bank
By Month &
Store
21
Photo Captures
to Date
Featuring
Influencers
Merchants
Shoppers
2,300+
Curated
Photos in Bank
Uses
Graphic Assets
By Merchants
PR/Editorial
PSL Content
Social Content
35
16
●ArtWalk
●Promote Jan 3 “First Friday” planned around the
galleries that are doing exhibition openings
●Developed a new branded campaign for “Art on El
Paseo” and launched in December:
○Outdoor
○Cart Topper
○Rack Card
4
Create activations
36
17
●Holiday Entertainment
●Develop a last minute plan for entertainment for the
holidays on December 23
○Carolers
○Stilt Walkers
○Social Media Posts
4
Create activations
PHOTO TO COME
37
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Page 1 of 1
EL PASEO PARKING AND BUSINESS IMPROVEMENT DISTRICT BOARD
CITY OF PALM DESERT
STAFF REPORT
MEETING DATE: January 16, 2025
PREPARED BY: Thomas Soule, Public Affairs Manager
SUBJECT: PROVIDE DIRECTION ON A MID-YEAR BUDGET ADJUSTMENT
RECOMMENDATION:
Provide direction on a mid-year budget adjustment.
BACKGROUND/ANALYSIS:
The annual revenue for the El Paseo Parking & Business Improvement District has thus far
exceeded projections for Fiscal Year 2024-25. This provides an opportunity to revise the budget
upward by $50,000. Based on the Board’s budget priorities and taking into account feedback
from recent meetings, FG Creative will present some options for consideration at this meeting.
Based on the direction received, a plan for implementation will be solidified and presented in
February for the Board’s vote.
FINANCIAL IMPACT:
This action will have no immediate impact on the budget but will lay the foundation for a mid -
year budget adjustment of up to $50,000.
ATTACHMENTS:
EPPBID 2024-25 Mid-Year Bud Adj 01-16-25 v1.2
39
40
MID-YEAR BUDGET ADJUSTMENT
Recommendations
Presented:
January 16, 2025
v1.2
• CONFIDENTIAL •
www.FGCreative.com
141
The
Process
2
Welcome to our mid-year budget adjustment presentation for the El Paseo
Shopping District.
As we strive to enhance our marketing efforts, our agency employs a
meticulous review and selection process to identify innovative ideas and
effective advertising vehicles that align with our four core initiatives:
●Increase overall awareness by evolving the brand;
●Drive qualified traffic to the district;
●Supporting the businesses;
●Curate engaging activations.
Our process begins with
●Determining the available budget;
●Overseeing a comprehensive review of approved initiatives;
●Developing a curated list of suggested ideas;
●Meticulously assessing each against the strategic objectives to ensure
they resonate with our vision.
We then finalize our top options, ensuring that every decision made is
targeted and effective in amplifying the vibrancy and appeal of El Paseo.
42
1
Budget
3
●Budget
○Current approved budget:$275,000
○Items added to existing budget
■December Holiday Activation $1,325
■ArtWalk Campaign $1,675
○Mid-Year Additional Budget:$50,000
●Approved Initiatives
I.Evolve and communicate the brand
II.Support the Businesses
III.Leverage Partnerships
IV.Curate Activations
2
Initiatives
43
3
Ideas
4
FIT FIT
OPTIONS THE BUDGET?AN INITIATIVE?PRO CON
●Broadcast/TV & Radio No Yes No existing spots
Too expensive
Spot Inventory Limited
●Airport Advertising No Yes Covered by Digital Annual Contract Required
Geo Fencing Limited Inventory
Travel Habits/Phones
●Large Event SponsorshipsNo Occasionally Covered by Digital Very Expensive
Geo FEncing Difficult to Execute
●Print Options Yes Yes See Ideas
●Add to Existing Buys Yes Yes See Ideas
●Activations Sometimes Yes See Ideas
44
3
Ideas
5
●ADD: Palm Springs Life Print Ads $8,790
○Supports Initiative I – Evolve and Expand the Brand
○Fits the Budget
○March & April - $4,395 each
○Continue the schedule through the season
○Discussed at the Planning session as an option to be discussed
Support Initiative
Fit the Budget
45
3
Ideas
6
●ADD: Advertising Support for ArtWalk $10,300
Feb/Mar/Apr
○Initiative: Curate and support activations, ArtWalk
○Utilize mediums that work well for events
■Radio: (1) week prior @$1,500 per week
■Print: CV Weekly print ads @ $1,000 per month
■Print: CV Weekly Cover @ $1,400
○Include additional management fee to coordinate
Support Initiative
Fit the Budget
46
3
Ideas
7
●Desert Plein Air Festival - Sponsorship:$5,000 (APPD)
○A month-long promotion - Artists from near and far will converge on the Artists Center
in Palm Desert for a three-week festival celebrating the California desert’s tradition of
painting the landscape en plein air (outdoors).
○(3) events on El Paseo - Paint Outs and Competition Paint Event
○Including Galleries to become partners
○Promote with social media and inclusion as sponsor
○Initiative: Curate activations, expand brand awareness, support art galleries
○Approved at the December meeting
Support Initiative
Fit the Budget
47
3
Ideas
8
●Thermal Indy Car Event - Program Ad:$3,000 (APPD)
○A new event at Thermal Raceway in March
○Opportunity for an ad in the program
○Initiative: Expand brand awareness
○Top target market of affluent adults
○Targets visitors and locals
Support Initiative
Fit the Budget
48
3
Ideas
9
●ADD: Desert X Program Ad $3,500
○Continuing support from past events
○Initiative: Supports Activations
■ArtWalk and Median Art
○Feature dining and shopping
○Supports El Paseo for art lovers
○City of Palm Desert also supports the event
Support Initiative
Fit the Budget
49
3
Ideas
10
●NEW: Quest Promotion/Bandwango $15,000
○A new concept that takes the Happy Hopping “Quest” concept to a new
level.
○Initiatives: Support businesses, expand brand, curate activations
○Subscription to an app platform that coordinates a variety of self-guided
quest opportunities for shoppers and visitors to interact with all
categories of merchants.
○Discuss parameters
○Next Step: Set up a zoom call and demo for Board
Support Initiative
Fit the Budget
50
3
Ideas
11
●Contingency $4,410
○Provides budget for last minute ideas that fit the parameters
○Supports all initiatives
○Sound budget planning option
Support Initiative
Fit the Budget
51
Thank You!
1252
Page 1 of 1
EL PASEO PARKING AND BUSINESS IMPROVEMENT DISTRICT BOARD
CITY OF PALM DESERT
STAFF REPORT
MEETING DATE: January 16, 2025
PREPARED BY: Thomas Soule, Public Affairs Manager
SUBJECT: PROVIDE FEEDBACK ON RESTRICTING DELIVERY VEHICLES ON EL
PASEO.
RECOMMENDATION:
Provide feedback and direction to the City on the question of whether to restrict delivery vehicles
from parking on El Paseo to make business deliveries.
BACKGROUND/ANALYSIS:
The City is seeking the Board’s input on the question of whether to restrict delivery vehicles on
El Paseo.
53