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HomeMy WebLinkAboutSponsorship of the Palm Desert Art of Food & Wine Event CITY OF PALM DESERT COMMUNITY SERVICES STAFF REPORT REQUEST: Consideration of a $100,000 request for sponsorship of the 2006 Palm Desert Art of Food & Wine event. DATE: December 8, 2005 CONTENT: Art, Food & Wine Event Proposal November 2005 Draft Marketing Minutes Recommendation: 1) By Minute Motion, concur with the recommendation of the Marketing Committee to sponsor the 2006 Palm Desert Art of Food & Wine event in the amount of $100,000. 2) Appropriate funds from the Unobligated General Fund. Executive Summary: City Council’s approval of this request would result in Palm Desert being a major sponsor of a new event that will attract visitors from around the United States and Canada. Food and wine connoisseurs follow these types of festivals, which are held in desirable destinations. Palm Desert has the opportunity to become one of those locations. Local hotels, restaurants, shops, and other businesses will benefit from the dollars spent by the attendees. Background: Attached please find an event outline for Palm Desert’s Art of Food and Wine event, slated for November 9 – 12, 2006. Besides the Golf Cart Parade, which is primarily a locally supported event, the City of Palm Desert does not have a signature event that attracts visitors from out of the area. Over the past four years, the City has researched several event concepts, including a Jazz Festival and a Celebrity-game weekend, none of which were determined to be a “match” for the City. Desert Springs JW Marriott brought to the City the concept of a Food and Wine Festival that would draw visitors from all over the country and could grow in the coming years to become a popular destination event. Palm Desert is the perfect resort location for this type of an event. With the mountainous backdrop, unique locations such as El Paseo, Desert Willow, and the Marriott, not to mention the City’s dining options, the City already has the foundation set for such an event. Because the Valley is known for its golf, and Palm Desert’s ever-expanding art community is gaining national recognition, these two features would be added to the event, to distinguish this locale from any other. Since January 2005, representatives from the Desert Springs JW Marriott and staff from the City of Palm Desert have researched several Food & Wine festivals in order to develop a feel for what type of an event could be successful in Palm Desert. Veterans’ Day weekend was selected as a prime time to host the event because in 2006, it is a three-day weekend. The goal is to extend the long weekend by providing a free event Thursday night and offering the culminating event on Sunday afternoon. In addition, it fits well into the national Food & Wine events calendar. The attached outline is a brief description of how the first-year event would be executed. Event goals include planning for approximately 1,500 people to attend the event/s. Staff’s research shows that adding a charitable aspect to the event increases participation with celebrity chefs and attendees. At this time, no specific charity has been designated. Currently, the Marriott has committed to the event along with Southern Wine & Sprits. Desert Willow Golf Resort has agreed to assist in the coordination of the golf portion of the weekend. City staff is on board as to the technical planning aspects of the event. Additional sponsors are being sought for participation. The City of Palm Desert would be primarily responsible for advertising and promotion of the event including set-up of a website for ticket sales, and collateral creation. Additionally, the City would be responsible for public works and increased security to the venues during the extended weekend. The Marketing Department and Tammy Perezchica have met with Piper Close and she is available to spearhead the advertising and promotion. This work would be considered an extension of her current contract, and payment for these services is included in the funds requested below. Staff is anticipating costs of up to $100,000 to cover the start up, as well as the entire promotion of the event. Funds are not available in the Marketing budget and would need to be appropriated from the Unobligated General Fund. Submitted By: Kristy Kneiding Sheila R. Gilligan Marketing Manager Assistant City Manager Approval: Carlos L. Ortega Paul Gibson City Manager Director of Finance PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE V. NEW BUSINESS A. PALM DESERT'S ART FOOD AND WINE EVENT NOVEMBER 15, 2005 TAMMY PEREZCHICA gave an overview of the event proposal. She said there was no event in Southern California or in the Western Southern Region of the United States that could compete or compare with the proposed Palm Desert Art Food and Wine Event. Ms. Perezchica would serve as the chairperson of the event, organize monthly meetings in order to track progress, and be the core communicator for sponsors and event organizers. She added that the minutes from the monthly meetings would be available to the Marketing Committee. Ms. Perezchica stated that sponsorships would be confirmed once the City approved the event proposal. She expected that sponsorships could be finalized in January 2006. Upon question by Council member Spiegel, Ms. Perezchica responded that a charity had not yet been chosen. The event committee discussed choosing a chariry that would draw national celebrity chefs. She said it was still open for consideration. Upon question by Council member Spiegel, Mr. Perezchica responded that the November 9-12, 2006, was Veteran's Day weekend and not rypically a high convention month, and the dates had already been blocked for the hotel. She added that ballroom space would not be impacted by the event. Upon question by Council member Kelly, Ms. Perezchica responded that the annual Palm Desert Veteran's Day celebration would definitely be a part of the Palm Desert Food Art And Wine Event. She noted that since the Golf Cart Parade moved to January, the event committee thought it would be a good idea to have the event on a weekend that, for years, had a major event. The event committee also thought it would be a nice way to kick-off fall for those individuals returning to Palm Desert for the season. Ms. Kneiding noted that Veteran's Day was typically a three-day weekend. However, the point of the event was not to produce another local event, but to create one that would be attended by individuals who love food and wine, in the hopes of making this event part of their circuit. The event committee would welcome local support and it anticipated that locals would participate, however, marketing for the event would target regional and national attendees. The event was also created to generate room nights throughout the City. Ms. Perezchica added that attendees of food and wine events were typically affluent enough that they follow the events and were not necessarily driven by holidays off. She added that the event would also take advantage of the art program that would be installed at the Marriott. Mr. Mandelbaum stated that the food industry had a very strong tie to The City of Hope. That organization, called "The Circle of Hope" holds large events all over the country throughout the year. He said Bristol Farms markets also held a series of events with top chefs throughout the country, and stocks some of the � PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 15, 2005 finest wines in its stores. He suggested that Bristol Farms could be a good sponsor to pursue. Upon question by Council member Spiegel, Ms. Perezchica stated that the event committee looked to the City to be involved with the items that were listed on the proposal. Those items were as follows: 1) City of Palm Desert's name in the title of the event; 2) Creation and management of the event website; 3) Distribution of ticket sales through the Visitor Center; 4) Development and distribution of aN in- market collateral; 5) Development and implementation of in-market advertising campaign during the event; and 6) Bear costs and management of public sector needs of EI Paseo street closure event and trafficking needs of Marriott Desert Springs grand tasting event. Ms. Perezchica stated that JW Marriott Desert Springs would be involved with the following items: 1) Commit a designee of the Marriott to be event chair; 2) Be solely responsible for management and execution of participation requirements of Southern Wine & Spirits and other major sponsors; 3) Provide 20 rooms for governing committee use in attracting celebrity chefs and major sponsorships; and 4) Bear costs associated with grand tasting event at Desert Springs. Mr. Mandelbaum moved to, by Minute Motion, approve staff recommendation and invest $100,000 to promote and produce the Palm Desert's Art Food and Wine Event. Motion was seconded by Mr. Shimer and carried 7-0. B. PALM SPRINGS DESERT RESORTS CVA Ms. Gilligan reported that City Council took action not to withdraw from the CVA, but to give them notice. The City now had one year to determine the benefits of membership with the CVA. She stated that the City currently spends $1 million on internal marketing, and almost $1 million with the CVA. She announced that Council member Spiegel became a part of the CVA Board that morning and deferred the floor to him. Council member Spiegel noted that even though he became a Board member he would not be able to vote. He said once the Ciry gave its notice to withdraw it lost its privilege to vote. He reported that Jeffrey Beckelman, the new Director of the CVA, was committed to meeting with all the cities and groups throughout the Coachella Valley. Council member Spiegel distributed a handout that he received at the CVA meeting, which outlined Mr. Beckelman's ideas for the CVA. He stated that the CVA's name had been a source of contention for some time, so an alternative name was proposed on the handout, "California Desert Resorts." He was very enthusiastic about what was said at the Board meeting and felt it beneficial to the Ciry, if the Mr. Beckelman continued to move in the direction he showed that morning. He stated that the CVA's total budget was a little over $5 million, so if the City dropped out it would be a pretty big disaster for the CVA since the City contributed 25% of its budget Council member Spiegel reported that Mr. Beckelman was going to come up with a yearly marketing plan in February 2006, which would be available to everyone. He was certain that Mr. Beckelman would want to meet with Palm Desert to learn about the City and evaluate what how the CVA was benefiting it in terms of 3 EVENT PROPOSAL Palm Desert’s ART of FOOD and Wine Showcase November 9 – 12, 2006 BACKGROUND and RESEARCH Desert Springs JW Marriott and the City of Palm Desert formed a committee in January 2005 to investigate an art, food and wine event, of nationally recognized standards, in an effort to create a new iconic annual event for the City of Palm Desert. The committee (noted below) attended the Aspen Food and Wine Classic, Temecula Valley Balloon & Wine Festival and the Sonoma County Showcase of Wine & Food. Conclusions of the committee research outlined the following focus points for a Palm Desert event plan:  Use of destination “known” strengths to stage the food and wine events favored.  Ballroom, indoor or static environments were not used to house events.  70% of attendees used internet to purchase tickets.  A la Carte tickets sales are favorable.  A charitable component is critical to ticket sales and celebrity participation.  Art and Golf would be differential strengths for a Palm Desert event. OVERVIEW Palm Desert’s ART of FOOD and WINE Showcase (PDAFW) will mark the first of its kind to debut in Southern California as well as the Coachella Valley. The event is organized to exhibit and showcase Palm Desert’s golf, art, retail, resorts, restaurants and entertainment. The presenting sponsors are to be The City of Palm Desert, Desert Springs JW Marriott Resort & Spa and Southern Wine & Spirits.  Thursday, November 9, 2006, 6 – 8 pm- The event launch highlights the installation of 2007-2009 Public El Paseo Art Exhibit showcased on the El Paseo Drive median. This evening is a celebration of the showcased artists, participating galleries and El Paseo District. It is intended that the galleries will expand their evening to include wine tasting.  No cost for event  Wine tasting in galleries intended to move public through the art community  Friday, November 10, 2006, 12 - 4 pm (golf tournament) Desert Willow Golf Resort will be the playground for a golf tournament like no other. The attendees will be treated to the art of “mixology” and culinary delights throughout their 18 holes of golf. Players will be offered foursomes with celebrity chefs at a premium to benefit our selected charity.  Cost estimated at $250 - $325 per player with portion of ticket sales benefiting event charity.  Tournament is to be major source of charity fund raising effort. Goal is $50 per ticket.  Celebrity Chef foursomes will be priced differently and focus of tournament marketing.  Friday, November 10, 2006, 4:30 - 6:30 pm (concert) - The day of golf at Desert Willow concludes to the beginning of a reception and concert event wherein only guests of tournament players will be permitted to purchase tickets (estimated at 4 tickets per player).  Cost included for player. Additional tickets purchased at estimated cost of $50 contingent upon entertainment.  McCallum Theater or other area promoter to be approached to donate entertainment for this event.  Saturday, November 11, 2006, 11 - 3 pm - Palm Desert’s world class shopping avenue transforms to a lingering path of wine tasting, gourmet presentations, chef demonstrations and fashion unveilings. The avenue will be closed to allow a festival like atmosphere. Attendees of PDAFW will bear wrist bands identifying them as paid participates to gallery, retail, restaurant and business participants.  Cost to be estimated at $100.00.  Five participating restaurants to receive approximately $5.00 per wristband towards estimated food cost.  Wristbands will be available for sale on the avenue for the general public. Page 1 of 3  Saturday, November 11, 2006, 6 – 9 pm - Wine/Food Showcase Dinners are offered throughout Palm Desert at participating retail, restaurant and gallery outlets. Partnerships may include galleries and retail outlets with restaurants, private residences and resorts with winery owners, etc. The intent will be to create distinctive, intimate dinners that are unparallel.  Cost to vary between $85 - $150 per ticket.  Participating business will keep 90% of ticket price.  Each event expected to hold no more than 15 - 30 attendees  Event Committee will have criteria packet for participating businesses to insure consistency of presentations among participants.  Sunday, November 12, 2006, 11 - 3 pm - Desert Springs JW Marriott Resort and Spa open their palatial grounds to the Grand Tasting event. This event will be the showcase of all participating wineries, restaurant tasting, local/national chef demonstrations and barrel auction.  Cost estimated at $250.00 per ticket.  Event Committee will have criteria packet for participating businesses to insure consistency throughout event. ORGANIZATIONAL OUTLINE Event Chair* Tammy Perezchica, Director of Business Development, Marriott Research and Event Governing Committee Kristy Kneiding, Marketing Manger, City of Palm Desert Deborah Schwartz, Public Art Coordinator, City of Palm Desert Pat Scully, Senior Management Analyst, City of Palm Desert Piper Close, Full Gallop Marketing, City of Palm Desert Michael Shimer, General Manager, Tommy Bahaman Café and Emporium Tammy Perezchica, Director of Business Development, Marriott John Josberger, Assist. Director of Food and Beverage, Marriott Emily Bird, Director of Advertising and Public Relations, Marriott Brian Marandola, Director of Restaurants and Beverage, Marriott Scott McCoy, Director of Operations, Marriott Oliver Reschreiter, Executive Chef, Marriott Omar Naimi, Director of Restaurants, Marriott Mike Barnett, Director of Rooms, Marriott Debbie Clark, The Desert Sun Douglas Trueblood, The Desert Sun Mike Barnett Event Committee Leaders**  El Paseo Art Exhibit Unveiling Deborah Schwartz  Golf Tournament at Desert Willow Kristy Kneiding  El Paseo Event Michael Shimer  Community Wine Dinners Tammy Perezchica  Grand Tasting John Josberger, Oliver Reschrieter *The event chair will hold once a month meetings with event and governing committees to allow progress reporting and insure that timelines and deadlines are met. The chair will be the event spokesperson, point of contact for event sponsorship, media and organizational issues. **The event committee leaders will work with their respective committees to formulate and plan each event. Each event chair will coordinate and execute, with their respective committee of their delegation, all details pertinent to their event. Page 2 of 3 PROPOSED PARTICIPATION TO BE FINALIZED BY 1/1/2006 City of Palm Desert  Use of the City's name in title of event.  Creation and management of the event web site.  Distribution of ticket sales through Visitor Center.  Development and distribution of all in market collateral (posters, street signage, etc.).  Development and implementation of in market advertising campaign during event.  Bear costs and management of public sector needs of El Paseo street closure event and trafficking needs of Desert Springs grand tasting event. Desert Springs JW Marriott Resort & Spa Resort  Commit a designee of the Marriott to be event chair.  Be solely responsible for management and execution of participation requirements of Southern Wine & Spirits and other major sponsors.  Provide 20 rooms for governing committee use in attracting celebrity chefs and major sponsorship opportunities.  Bear costs associated with grand tasting event at Desert Springs. Southern Wine & Spirits Participation  Leverage of distribution relationships with wineries and liquor companies.  Leverage of affiliate sponsor relationships.  Winery Management at El Paseo and Grand Tasting event.  Leverage of media sponsorship opportunities  4 admission tickets to South Beach Food & Wine show in March 2007. Page 3 of 3