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HomeMy WebLinkAboutMinutes Marketing Committee Oct. 18, 2005 PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, October 18, 2005 – 2:00 p.m. Palm Desert Visitor Information Center I. CALL TO ORDER Co-Chairperson Emily Bird-Hrivnak called the meeting to order at 2:00 p.m. II. ROLL CALL Members Present: Members Absent: Emily Bird-Hrivnak, Co-Chair Norine Bowen, Chair Rick Darius Ray Rodriguez Ric Mandelbaum Sara O’Flynn Michael Shimer Staff/Others Present: Jean Benson, Councilmember Sheila Gilligan, Asst. City Manager Kristy Kneiding, Marketing Manager Donna Gomez, VIC Manager Piper Close, Full Gallop Marketing Mike Osgood, Desert Willow Jane Brady, CVA Lori Wimbish, Recording Secretary III. ORAL COMMUNICATIONS JANE BRADY stated that the CVA hired a research company to complete the Visitor Study that was started in 2003. The completed Visitor Study would be used as a benchmark for 2006. She said the Study should be completed by next week, and the Committee could review it at that time. IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF SEPTEMBER 20, 2005 Rec: By Minute Motion, approve as presented. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 18, 2005 B. CGI COMMUNICATIONS VIDEO/BANNER PROPOSAL Rec: By Minute Motion, concur with staff and deny the request. Mr. Shimer moved to, by Minute Motion, approve the Consent Calendar as presented. Motion was seconded by Ms. Bird-Hrivnak and carried 5-0. V. NEW BUSINESS A. FASHION WEEK EL PASEO: REQUEST FOR $50,000 SPONSORSHIP KELLY THORDSEN, the Marketing Director at Palm Springs Life magazine, addressed the Committee and gave a brief overview of her professional background. She stated that Fashion Week El Paseo was conceptualized last year during Fashion Week New York and was scheduled for the week of March 20-26, 2006. The Pacific Life Open and the Kraft Nabisco Golf Championship begin March 6 and run through April 2, 2006. The events bring over 300,000 visitors to the desert, and Ms. Thordsen stated research showed that El Paseo was not taking advantage of that market. Ms. Thordsen pointed out that the organizers of both the Pacific Life Open and Kraft Nabisco Golf Championship arrange for buses to take their patrons to Cabazon to shop, and Fashion Week would keep those patrons in Palm Desert. She stated that Palm Springs Life had a three-year commitment with the El Paseo Merchants Association to grow the event and plan to make that happen. Ms. Thordsen gave an overview of the events that were planned for Fashion Week. A tent will be placed on El Paseo wherein individual events will be hosted by non-competitive businesses. Les Dames d’ Escoffier, an International organization of women leaders, will be hosting its annual chocolate event in the tent, as will the Fashion Group International of Palm Springs and Desert Communities. Fashion Week’s welcome reception and finale gala will be held in the tent as well. Ms. Thordsen discussed signage program for Fashion Week El Paseo and gave an overview of the advertising timeline from October, 2005, through February, 2007. Ms. Thordsen stated that Palm Springs Life was asking the City to be a Presenting Sponsor for $50,000, plus in-kind services. She outlined the benefits associated with the Presenting Sponsorship, and the in-kind services would include the closure of Sage Street, public works assistance, Shopper Hopper and Courtesy Cart services, promotion of Fashion Week El Paseo through City’s marketing programs, use of street median breaks for sponsor displays, and police and fire on standby. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 18, 2005 Ms. Thordsen distributed the event budget. She said Palm Springs Life would try to host a familiarization trip for the media the week before the event while the street was decorated. Upon question by Ms. Close, FRANK JONES from Palm Springs Life stated that Palm Desert Magazine would be hosting the welcome reception and the finale gala. A discussion ensued about how ambitious the endeavor was and how Fashion Week El Paseo could become a well- known event that would benefit the City. He said Palm Springs Life was committed to Fashion Week El Paseo, and based on the nature of the retail on the street, he believed a nationally recognized designer would attend the event. Ms. Thordsen said Fashion Week El Paseo was unique due to it being about the public, not just designers and buyers. Upon question by Mr. Mandelbaum, Ms. Thordsen stated that they were speaking with several well-known designers to attend the finale gala. She also stated that they have received very positive feedback from prospective sponsors. Upon question by Ms. Bird, Ms. Thordsen stated that they were about two months away from securing confirmation of sponsors. RUTH ANN MOORE stated that the El Paseo Merchants Association’s annual budget was approximately $200,000 to $225,000. She stated that the Merchants Business Improvement District committed $40,000 for advertising leading up to Fashion Week El Paseo. Ms. O’Flynn stated that some of the smaller stores on El Paseo were told that they could get involved by hosting a small event such as a trunk show or something similarly creative. Merchants were excited about that opportunity. Upon question by Mr. Shimer, Ms. Thordsen responded that they were working with both of the tournament directors of the Pacific Life Open and the Kraft Nabisco Championship. She said a press release and information sheet about Fashion Week El Paseo would be included in the familiarization packets for the media. Upon question by Ms. Kneiding, Ms. Thordsen said they were planning to hold a press conference on El Paseo announcing the event. She was planning to arrange that as soon as they secure a title sponsor. Upon question by Mr. Shimer, Mr. Jones responded that the print database included 19,000 names, 33% of which were out of the area, plus 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 18, 2005 12,000 names in an electronic database, with 90% of those being out of the area. Ms. Thordsen noted that with sign on of additional sponsors, regional drive and fly market advertising buys would be made. Mr. Shimer reported that the El Paseo Merchants Association Board had signed on with this event and committed advertising dollars. The Board realized that it may take time for this event to evolve, but they were willing to take the first step. This was the first time in the four years of his involvement that he had seen any enthusiasm from the merchants. Mr. Shimer stated that the Food, Wine & Art event would be completely different from Fashion Week El Paseo and would not conflict with each other. Upon concerns stated by Ms. Kneiding, Mr. Jones responded that the Kraft Nabisco attendees consisted of international travelers who were extremely wealthy and were highly “brand-named” product shoppers. Ms. Close felt the concept of Fashion Week El Paseo was a good event for the City. However, it was not typical of a New York or Los Angeles Fashion Week. Mr. Jones responded that it was not meant to be that type of an event but was its own creation unique to El Paseo. Ms. Moore stated that the El Paseo Merchants always wanted a signature event. She felt partnering would be the best way to achieve that goal. She thought it was a positive that the El Paseo Merchants Association committed to this event for the next three years. She applauded the ambition associated with Fashion Week El Paseo and felt the event would eventually become well-known. Upon question by Ms. Gilligan, Ms. Moore responded that the City’s Economic Development Department supported Fashion Week El Paseo. Upon question by Mr. Mandelbaum, Ms. Kneiding responded that the City Council would have to approve the appropriation of funds. Mr. Mandelbaum moved to, by Minute Motion, approve sponsorship of Fashion Week El Paseo in the amount of $50,000. Motion was seconded by Mr. Darius and carried 5-0. 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 18, 2005 VI. OLD BUSINESS A. REPORT ON PALM DESERT/MARRIOTT SUMMER CO-OP ADVERTISING Ms. Bird-Hrivnak distributed and discussed the results of the co-op advertising campaign between the Marriott and the City. While the ads promoted discounted stays and many of those rooms were booked, a surprisingly higher number of more expensive packages were sold through the desertspringsstay.com website. She estimated the ads brought in an additional $400,000. Overall, the campaign was successful and gave the Marriott increased on-line exposure. Ms. Gomez reported that the Visitor Center received several calls from the ads, which were forwarded to the Marriott. Mr. Shimer moved to, by Minute Motion, receive and file the Palm Desert Marriott Summer Co-op Advertising materials as presented. Motion was seconded by Mr. Mandelbaum and carried 5-0. VII. REPORT ON CITY COUNCIL ACTION (S) Councilmember Benson reported that at its October 13, 2005, meeting, City Council gave its position on the City’s membership in the Palm Springs Desert Resorts Convention & Visitors Authority (CVA). She said there were many things that the City would need to take into consideration before taking action to withdraw its membership. She stated that the Council directed the City Attorney to research the ramifications of withdrawal from the CVA. She gave an overview of those ramifications. She hoped that the City Council would agree to give the CVA’s new General Manager an opportunity to look into the City’s concerns and turn the Bureau around. She added that the CVA was established to benefit all cities equally, and not any one city would be favored by receiving special attention or financial consideration. Upon question by Mr. Mandelbaum, Councilmember Benson responded that membership dues were based on the City’s TOT, and there was no middle ground. Ms. Gilligan shared her concerns with the Committee. She said the City of Palm Desert was its own destination resort and did not have to ride on the coattails of Palm Springs. She stated that the CVA’s website was definitely Palm Springs oriented, and she thought it was a good idea to bring the City’s position to the CVA’s attention. Councilmember Benson added that she had invested 25 years with the CVA and would not make the decision to withdraw lightly. 5 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 18, 2005 VIII. REPORTS AND REMARKS A. Chair Ms. Bird-Hrivnak thanked Ms. Gomez for inviting the Committee to hold its meeting at the Palm Desert Visitor Center. B. Committee Members None C. Staff Ms. Gilligan announced that the Samsung Golf Tournament was successful, and the City’s advertising dollars were well spent. Ms. Kneiding reported that City Council approved the appropriation of $14,000 for Desert Willow’s Travel Channel opportunity and $50,000 for the Palm Springs Film Festival. IX. INFORMATIONAL ITEMS 1. Visitor Information Center Activity Report Ms. Gomez reported that numbers were up and that she was researching other opportunities for marketing the Visitor Center. X. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 4:00 p.m. ____________________________ Lori Wimbish, Recording Secretary 6