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HomeMy WebLinkAboutMinutes - Marketing - 11/16/2004PALM DESERT MARKETING COMMITTEE MINUTES TUESDAY, NOVEMBER 16, 2004 2:00 P.M. ADMINISTRATIVE CONFERENCE ROOM I. CALL TO ORDER Vice -Chairman Melinda Byrd called the meeting to order at 2:05 p.m. II. ROLL CALL Members Present: Melinda Byrd, Vice -Chairman Emily Bird Ric Mandelbaum Ray Rodriguez Michael Shimer Norine Bowen Staff/Others Present: Robert Spiegel, Mayor Jean Benson, Councilmember Sheila Gilligan Kristy Kneiding Donna Gomez Piper Close Mike Osgood, Desert Willow Gary Sherwin, CVA Gail Beardsley, Living Desert Kim Spence, Living Desert Lori Wimbish, Recording Secretary III. ORAL COMMUNICATIONS None. Member Absent: Rick Darius MARKETING COMMITTEE MINUTES November 16, 2004 Page 2 IV. CONSENT CALENDAR A. MINUTES of the Meeting of October 26, 2004. Motion was made by Ric Mandelbaum to approve the October 26, 2004, meeting minutes. Michael Shimer seconded the motion, which was carried unanimously. V. NEW BUSINESS A. CONSIDER VISITOR INFORMATION CENTER NAME CHANGE There was discussion about changing the name of the Palm Desert Visitor Information Center to the Palm Desert Welcome Center. The consensus of the committee was that the words "visitor center" are synonymous with visitors and tourists. The Palm Desert Visitor InformationCenter fulfills its titles purpose. Motion was made by Ms. Byrd to deny staff recommendation to change the name of the Palm Desert Visitor Information Center. Emily Bird seconded the motion, which was carried unanimously. B. CONSIDERATION OF CONTRIBUTION TO A COACHELLA VALLEY FLOAT FOR THE 2005 ROSE PARADE. (Added item by unanimous vote.) Sheila Gilligan addressed the Committee regarding the opportunity to contribute to the cost of a float representing the Coachella Valley at the 2005 Rose Parade. The cities of Indio, La Quinta, Coachella, and Rancho Mirage have each contributed $5,000. Indian Wells has contributed $10,000. Private contributions of $70,000 have also been made. The entire amount needed is $150,000. Palm Desert is being asked to contribute $5,000. The City Council will be hearing this item on Thursday, November 18, 2005, with regard to whether the contribution is $5,000 or $10,000. Councilmember Benson reported that Darlene Dolan from the Coachella Valley Arts Alliance, made a commitment that she would raise the initial monies to hire an interior designer to design the float. A community effort was made with the support of businesses and individuals, as well as the CVA. Ms. Benson felt Ms. Dolan has earned the support from the cities, and it is an honor to be recognized in the Rose Parade. Chairman Rodriguez commented that there doesn't seem to be any issues with raising the additional funds and therefore supported the idea. MARKETING COMMITTEE MINUTES November 16, 2004 Page 3 Ms. Byrd thought it was a great idea. Motion was made by Mr. Mandelbaum to support a contribution of $10,000 to the Coachella Valley Float for the 2005 Rose Parade. Norine Bowen seconded the motion, which was carried unanimously. C. PRESENTATION BY GARY SHERWREGARDING OUTLET STORE. EXPANSION S OF THE CVA BOUNDARIES TO THE CABAZON (Added item by unanimous vote.) Councilmember Benson gave the history of this proposal. The owners of the Morongo Hotel approached the CVA regarding their inclusion in the CVA's marketing materials. The addition of the Morongo Hotel would contribute quite a bit of money to the CVA. Ms. Benson said there are additional details to be worked out with the tribes. She felt the shops at Cabazon need to be contributors as well if they are to be included in the expansion. She added that there was discussion about the expansion agreement being a Three-year trial agreement. Gary Sherwin said they have had dialogue with the Outlet Stores in the past and the Joint Powers Association chose not to collaborate at that time. He said the most valuable part of this current proposal is the 1.4% of gross hotel sales being voluntarily contributed by the Morongo Tribes to become members of the CVA. The rough estimate is about $100,000 a year to the CVA from the Morongo Hotel and $30,000 a year from the Outlet Stores. The Marriott is in support of the proposal for expansion. The JPA approved to pursue this proposal. The CVA has been carefully considering this because they understand the concern about whether or not to extend the boundaries. On the other hand, the CVA sees an opportunity to this expansion. Chairman Rodriguez said the contribution of $130,000 is small compared to the CVA's overall budget so it would be easy to design the Three-year agreement with an Three-year escape clause. He agreed that the Cabazon market is a day market. There would have to be other opportunities for this expansion to really be beneficial to the Coachella Valley. Norine Bowen offered to meet with Mr. Sherwin to discuss the Desert Hills Premium Outlets. Simon, the largest shopping center developer in the United States, purchased the Desert Hills Premium Outlet. They do about $2 million in volume on a yearly basis. The Cabazon Outlet is separate from the Desert Hills Premium Outlet. She added that she saw the expansion as a compliment to Westfield and The Gardens MARKETING COMMITTEE MINUTES November 16, 2004 Page4 Ms. Byrd was torn on the issue. She said there is traffic going to Cabazon from the Coachella Valley but she didn't believe the reverse was happening. She would be comfortable supporting the expansion on a trial basis. Mayor Spiegel suggested that Ms. Bowen speak with the merchants at The Westfield Mall, and that Ms. Byrd speak with the merchants at The Gardens to seek their comments on the expansion proposal. He wanted to know if there would be concerns among these merchants. Ms. Gilligan asked that Ms. Byrd and Ms. Bowen get the above -referenced information back to her before the City Council meeting of December 9th Ms. Kneiding asked how many additional marketing dollars would be going out of the budget to reach that customer. Mr. Sherwin said it would simply' be expanding the current marketing effort. The maps would be changed; a few pages would be added to the Visitor Guide. He said it would be a negligible expense. Chairman Rodriguez stated that there was a consensus from the committee members to support the expansion of the CVA boundaries for a Three-year trial period, provided that The Gardens and Westfield Mall merchants be supportive of this proposal. VI. OLD BUSINESS A. PALM DESERT PROMISE Kristy Kneiding said she is awaiting additional information from the committee before she can present this item. The item was continued to the meeting of January 18, 2005. VII. REPORT ON CITY COUNCIL ACTION (S) Mayor Spiegel said the City Council would meet once in November and once in December. He said the City's Facade Enhancement Program is working quite well and hopes to expand on the existing program. Mayor Spiegel also gave an update on the hotel development at Desert Willow. VIII. REPORTS AND REMARKS A. Chair MARKETING COMMITTEE MINUTES November 16, 2004 Page 5 Chairman Rodriguez congratulated Mayor Spiegel, Mayor Pro Tem Crites, and Councilmember Kelly on their reelection. B. Committee Members Ms. Bowen thanked Ms. Gilligan, her team, the nominating committee, and the judges for her Athena Award. She said the day was fabulous and felt very appreciative. C. Staff Ms. Gomez said the new Visitor Center in under construction and looking at completion in July 2005. Ms. Kneiding said the Marketing Committee would not be meeting in December due to the holidays. IX. INFORMATIONAL ITEMS 1. Visitors Information Center Activity Report X. ADJOURNMENT Chairman Rodriguez adjourned the meeting at 3:25 p.m. imbish, Recording Secretary