HomeMy WebLinkAboutSponsor - Fashion Week El PaseoCITY OF PALM DESERT
COMMUNITY SERVICES
STAFF REPORT
REQUEST: Consideration of a $50,000 request for sponsorship of Fashion
Week El Paseo
DATE: November 10, 2005
CONTENT: Fashion Week El Paseo Proposal
October 2005 Draft Marketing Minutes
Recommendation:
1) By Minute Motion, concur with the recommendation of the Marketing
Committee to sponsor the 2006 Fashion Week El Paseo event in the amount of
$50,000. 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 to El Paseo.
Background:
Palm Springs Life (PSL) is spearheading this event with the support of the El
Paseo Business Association, and has submitted a request for City funding in the
amount of $50,000 for the sponsorship of Fashion Week El Paseo. The event is
scheduled for March 20 — 26, 2006, which will take advantage of attendees and
media immediately following the Pacific Life Open and prior to the Kraft Nabisco
Championship.
Fashion Week El Paseo is targeted to bring together the fashion industry and the
general public through trend forums, exhibitions, store events, and a main
hospitality/event tent. The organizers are anticipating thousands of visitors,
designers, merchants, and upscale shoppers to participate and attend the week-
long event.
El Paseo and other merchants were invited to participate by having individual
events at their retail location during the week. A large majority of the stores
support the event and look forward to attracting more potential customers
through their own unique promotions.
A list of marketing benefits for the event is outlined in the proposal. In addition, a
detailed outline of sponsorship benefits and requirements is located on page 11
of the attached proposal.
While the primary promotion of the event is through local venues, Kelly
Thordsen, Marketing Director of PSL presented to the Marketing Committee an
impressive cross -promotion campaign with the two nationally known events
previously mentioned. Those purchasing tickets to either of the two events will
receive information regarding fashion week, and ads will be placed in each of the
event programs, among other advertising opportunities.
Initially, staff had serious concerns regarding the organization, goals, and
promotion of the event, as presented in the proposal. However, Ms. Thordsen
addressed those concerns and further explained the nature of the event, as well
as set reasonable expectations for attendance and promotion.
Staff believes that Fashion Week El Paseo is a perfectly timed event, with the
potential to become a well-known event, unique to Palm Desert. It could draw
thousands of people to El Paseo to shop, eat, and enjoy the atmosphere.
Staff concurs with the unanimous recommendation of the Marketing Committee
and recommends approval of a $50,000 sponsorship of Fashion Week El Paseo.
Funds would need to be appropriated from the
Submitted By:
Kristy Kneading
Marketing Manager
Approval:
Iola
Carlos L. Ort
City Manager
ated general fund.
Sheila R. Gilligan
Assistant Ci Man 6ger
G
Paul (fibskn
Director dY Finance
March 20 - 26, 2006
fashionweekelpaseo.com
palmspringslife.com
A Palm Springs Life magazine event
FASHION WEEK EL PASEO'
A Celebration of Fashion, Food, Art, Entertainment & Beauty
Fashion Week E1 Paseo" will showcase the moods and trends of the
moment, offering an eclectic snapshot of the best that this world class
shopping avenue has to offer. El Paseo merchants will be invited to
participate by having individual events at their retail location during
the week. In addition, individual vendors will be allowed to
participate by promoting their goods and/or services along the street
on a non-competitive basis and in conjunction with the building
landlords.
This week long event will bring together fashion specialists from
around the world to present their latest creations via catwalk shows,
trend forums and exhibitions. Fashion Week E1 Paseo' will showcase the
latest in accessories, art, automotive, beauty, fashion, food, interior
design and home.
Facts & Figures:
Pacific Life Open
March 6 - 19, 2006
• 280,653 fans attended the Pacific Life Open in 2005
• 400 media credentials were distributed (national and
international)
Kraft Nabisco Championship 35th Anniversary
March 27 - April 2, 2006
• Over 60,000 patrons attended the Kraft Nabisco Championship in
2005
• 350 media were credentialed from around the world with a heavy
contingent of representatives from Japan, Korea, Mexico, Germany,
England and Sweden.
2
The Program
Palm Springs Life magazine invites you to embark with us on our
first Fashion Week El PaseoT" experience and offer you the unique
opportunity to participate in this exceptional week. Together with
Palm Springs Life, E1 Paseo Merchants and the City of Palm Desert, a
week long celebration of fashion, food, art, entertainment and
beauty will be created.
This extraordinary week will be chronicled throughout the pages of
Palm Springs Life, The Desert Guide, E1 Paseo Catalogue and on our
dedicated Web site.
Fashion Week E1 PaseoT" is about more than just an event. It is an
extensive and unique marketing opportunity for your company and
brand to showcase your product in a real life environment. The
integrated program incorporates print advertising; radio
advertising; public relations; interactive marketing and direct
mail; and on -site marketing and event opportunities to interact with
your consumers and to maximize your exposure, including;
➢ A much anticipated special four color program will be
polybagged in Palm Springs Life's March 2006 issue, dedicated
to Fashion Week E1 PaseoT", our partners, sponsors and
advertisers. Premium positioning opportunities available for
sponsors.
➢ An official media event to announce our Fashion Week E1 PaseoT"
charity partners.
➢ One week of special events, attracting an anticipated 100,000
visitors, designers, merchants and upscale shoppers.
➢ Nine month promotion of Fashion Week E1 PaseoT", through print
advertisements, radio advertisements, media coverage, and our
Web sites: and
3
The Benefits
Tremendous visibility: $250,000 of valuable media coverage
- radio, print and television - for the event.
On -site installation and display: Fashion Week El Paseo'
offers opportunities for sponsors to integrate a wide
variety of products.
Advertorial coverage: Full coverage in a special
advertising section/program to run in the March 2006 issue
of Palm Springs Life magazine. Along with our regular
subscribers and distribution outlets, this March issue will
be distributed at the event, reaching an additional
readership of 105,000.
Direct mail program: Palm Springs Life magazine, in
conjunction with the Pacific Life Open, the Kraft Nabisco
Championship and the City of Palm Desert, will host a
direct mail campaign to targeted subscribers and tournament
supporters and provide sponsors with postcards for in-store
distribution.
Bonus distribution: 10,000 reprints of the special section
will be distributed to attendees at the event. The section
will also have an extended shelf life as a fashion
resource.
Web links: Sponsors will be featured on a special page on
the Fashion Week E1 Paseo' Web site, with hotlinks to each
company's homepage.
On -site traffic: An anticipated 100,000 visitors will
visit the street over a one week span. The streets will
serve as the venue, attracting many trade and industry
professionals, in addition to Palm Springs Life's affluent
readership.
On -site signage: Sponsor signage will be posted and give-
away promotional materials will be available in each of the
retail locations during the week. In addition, sponsors
will be able to display their own promotional materials in
the on -site sponsor tent.
Programs and seminars: Sponsors of Fashion Week E1 Paseo'
may host custom events, such as customer appreciation
cocktail receptions/dinners, special promotions and fashion
shows.
0
Tickets: Sponsors receive complimentary tickets to all
functions associated with Fashion Week El Paseo".
The Exposure
We anticipate editorial coverage and advertising inclusion
in print, radio, television and the Web for Fashion Week E1
Paseo, through both a targeted media plan and wide public
relations effort.
Coverage valuing over $1 million is expected for Fashion
Week E1 Paseo', including:
Palm Springs Life Magazine
Palm Springs Life's Home
The Desert Guide
El Paseo Catalogue
Palm Desert Magazine
Pacific Life Open Official Tournament Program
Kraft Nabisco Championship Official Tournament Program
Official Fashion Week El Paseo" Program
City and Regional Magazine Drive Market Media Buy
Community Newspapers
Local Radio
Local Television
5
The Organizers
The phrase "Palm Springs" itself connotes a lot more than geography.
It's a metaphor for a life lived in appreciation of sophisticated
resort styles and fashions. A life filled with fine food, good
wines, and colorful personalities. A life lived among the
inspiration of the visual and performing arts, and with an abiding
interest in interior design and architecture. A life of active
philanthropy, social responsibility and the high end entertaining
that goes with it.
That life has been captured and chronicled between the covers of PALM
SPRINGS LIFE each month for over 46 years...
Event Staff
Chairpersons:
Event Director:
Event Manager:
Event Coordinator:
Creative I Group:
Milton W. Jones
Publisher
Palm Springs Life
Franklin W. Jones
Associate Publisher
Palm Springs Life
Kelly Thordsen
Annalee Thurston
Iona McMillan
Stephanie Greene
E1 Paseo Merchants Association
For more information visit
C.1
The Charity Partners
FASHION GROUP INTERNATIONAL"' OF PALM SPRINGS AND DESERT COMMUNITIES
The Fashion Group International is a global non-profit association of
over 6,000 professionals of achievement and influence representing
all areas of the fashion, apparel, accessories, beauty and home
industries.
The goals of the organization are:
➢ To advance professionalism in fashion and it's related lifestyle
industries, with a particular emphasis on the role and
development of women.
➢ To provide a public forum for examination of important
contemporary issues in fashion and the business of fashion.
➢ To present timely information regarding national and global
trends that impacts the fashion industry.
To attain greater recognition of women's achievements in
business.
➢ To promote career opportunities in fashion.
➢ To provide activities and programs that enhances networking
skills and encourages interpersonal contacts so as to further
the professional, social and personal development of members.
➢ To administer the activities of The Fashion Group International
Foundation°.
LES DAMES D'ESCOFFIER INTERNATIONAL, OF PALM SPRINGS
Les Dames d' Escoffier is an international organization of women
leaders who create a supportive culture in their communities to
achieve excellence in the food, beverage and hospitality professions.
To do this, Les Dames d' Escoffier members share knowledge, support
members, and provide leadership, educational opportunities and
philanthropic events for the larger community.
MISSION
Les Dames d' Escoffier: Leading the way to excellence in food,
beverage and hospitality.
GUIDING PRINCIPLES
➢ Mentor young women in the profession
➢ Educate the public about the virtues and pleasures of the
table
➢ Award scholarships to deserving young people who aspire to a
gustatory career
➢ Support food related charitable organizations in chapter
communities
7
The Program
Palm Springs Life magazine will produce a four-color program
dedicated to Fashion Week E1 Paseo'", which will be polybagged in the
March 2006 issue. The program will showcase the event and provide
details on the daily activities. Beautiful photography will
highlight each sponsor's products along with a product description
and resource listing.
The Fashion Week E1 PaseoT" program will then be reprinted and
distributed to visitors at the event throughout the week.
The Web site
Partners, sponsors and advertisers will get valuable exposure beyond
the printed page with our interactive Fashion Week El Paseo" Web
site. The Web site will document Fashion Week E1 Paseo"', the special
events and its, sponsors and build momentum with regularly updated
photographs and information, capturing each stage of the event.
Throughout promotion of Fashion Week E1 PaseoT", consumers will be
encouraged to visit the dedicated Web site for updates.
As a sponsor, you will have the added benefit of promoting your
product on-line. In addition, you will receive a listing with a 50-
65 word description on the Fashion Week E1 Paseo" with a link to your
home page.
The Suite of Desert Publications.com
The official Fashion Week E1 Paseom Web site will also be linked to
Desert Publications.com. With over 2,950,000 visitors in 2004,
Desert Publications.com is the valley's premier web portal. Desert
Publications, Inc.'s Web sites are consistently ranked in the Number
one position for the most popular key words and phrases. These sites
appear 76 times in the top ten positions using "Palm Springs" as the
primary search term on Google. On Google, Desert Publications, Inc.'s
Web sites appear and are linked to 13,393 different Web sites.*
Desert Publications.com is the most comprehensive, up-to-date
Coachella Valley Web site available to travelers on the Internet
today. Visitors to our site are both informed and entertained. They
can read the most current features from Palm Springs Life magazine,
obtain detailed information about the real estate market, check menus
of restaurants and much more.
* Desert Publications, Inc. 2004 web study
0
The E-Newsletter
Palm Springs Life's E-Newsletter is an Opt -In list of on-line web
visitors who have elected to subscribe to our voluntary mailing of
notifications, including; events, news and special offers from our
business partners. The newsletter is promoted as having special
offers on room nights and golf tee times. With over 11,000 monthly
subscribers, Palm Springs Life's E-Newsletter is an essential tool
when marketing your event, product or service.
Palm Springs Life's E-Newsletter focuses on the drive-in markets of
Southern California. Our research indicates that subscribers are
checking weather reports and looking for discount packages for
hotels, events, spas, and golf.
Palm Springs Life Readers
Only one magazine covers the Palm Springs Desert Resorts and having
done so for over 45 years, this award -winning publication is now
recognized as California's Prestige Magazine. It is a perfect
reflection of the unique lifestyle of the desert resort communities.
Each issue features a timely cover story, the social scene, upcoming
events, including major golf and tennis tournaments, luxury homes,
fine dining, fashion, travel, the arts and updates on business
newsmakers.
The readers of Palm Springs Life magazine are the creme de la creme
of California, with 66% living in the affluent enclaves of Southern
California and the remaining 34% among the upscale markets
nationwide. Our research indicates that one of every two readers is a
millionaire. The average household income is $317,600 with an
average net worth of $2,085,000. Sixty percent of our readers are
between 35-64 years of age; 75% of our readers are married; 50% play
golf regularly; 39% hold Board of Directors or CEO positions; and,
87% hold professional/managerial positions.*
Not a week goes by that the Palm Springs Desert Resorts is not
mentioned in the national media. It is the home of major nationally
televised sporting events. Among them, the Bob Hope Chrysler Classic,
the Merrill Lynch Skins Game, the Frank Sinatra Celebrity Golf
Tournament, the Kraft Nabisco Championship and the Pacific Life Open.
4
Palm Springs Life Reader Profile
The readers of Palm Springs Life are trend setters. What they buy
today becomes tomorrow's market trend.
Yearly Purchases
Fine Jewelry/Watches 5496
Luxury Fashion 98%
Cosmetics 67%
Luggage & Travel Accessories 36%
Sporting Goods/Sportswear 93%
* 2003 MRI study
Sponsorship Opportunities
When you showcase your brand during Fashion Week El Paseo', you will
be associated with all of Palm Springs Life magazine's promotions for
Fashion Week E1 Paseo'. This includes advertisements leading up to
and within the program; Web -Site exposure; local radio, print,
television coverage; and, display of your product and/or services in
the ultimate setting... the avenue itself.
The week long event offers numerous opportunities to exhibit a wide
variety of products from fashion to food, interior design to art,
automotive and beauty.
10
CITY OF PALM DESERT
Presenting Sponsor
➢ Presenting sponsor recognition "Fashion Week E1 Paseo' presented
by The City of Palm Desert"
➢ Four full page, four color advertisements - Palm Springs Life
➢ Four color, two page spread E1 Paseo Catalogue 2006/2007 edition
(includes Palm Springs Life distribution)
➢ Full page, four color advertisement premium position in program
➢ City of Palm Desert logo as presenting sponsor on front cover of
official program
➢ Product showcase throughout week - premium locations
➢ Advertorial coverage in official program
➢ City of Palm Desert logo exposure in official program
➢ One month exposure at Palm Springs International Airport via
event welcome banner and signage
➢ Access to Palm Springs Life magazine subscriber database
➢ Web site exposure - Palm Desert logo on homepage and listing on
sponsor page, with hotlink to City of Palm Desert's Web site
➢ E-newsletter announcement March 2006
➢ Special Recap Section 2006 E1 Paseo catalogue
➢ Exposure to 100,000 affluent customers through E1 Paseo Fashion
Week" signage
➢ City of Palm Desert logo inclusion in direct mail campaign
➢ City of Palm Desert logo inclusion - promotional ads
➢ Invitations for 50 to welcome reception
➢ Invitations for 50 to finale party
➢ Logo and exposure through promotional materials including
signage, invitations, and advertisements
➢ Bonus distribution of official program to attendees (q. 10,000)
Presenting Sponsorship Investment
$50,000 and in -kind services, to include:
➢ Closure of Sage (or similar street)for the duration of Fashion
Week El Paseo' for the purpose of erecting a tent to hold
various events throughout the week
➢ Public works assistance, to include:
o Street maintenance during event (cleaning, etc.)
o On -street signage approval
o Assistance with placement of signage (banner, signs, etc.)
at approved locations
➢ Shopperhopper courtesy shuttle service
➢ Promotion of Fashion Week E1 Paseo' through City of Palm Desert
marketing programs
➢ Use of street median breaks for sponsor display opportunities
(not at signals)
➢ Police, fire on standby
11
Please Note:
A recent meeting was held with Pat Scully to discuss Fashion Week E1 PaseoTM and
the City of Palm Desert's involvement. After the meeting, Pat spoke with Lt.
Thetford regarding police requirements and costs for the event. Lt. Thetford said
that until he sees something is in writing, he can't make a final determination,
but based on the information he received, he believes that extra patrol and the
bike patrol can be assigned to the event so that it would not have to bear any
additional expense. The same would pertain to fire and public works, with the
possible exception of Saturday for public works.
12
The Timeline
OCTOBER 2005
• Palm Springs Life Ad
• Desert Guide Ad
• Desert Guide Listing
• Save the Date Postcards
• Access to Palm Springs Life Magazine
Subscriber Database
NOVEMBER 2005
• Palm Springs Life Ad
• Desert Guide Ad
• Desert Guide Listing
• Web -Site Exposure
• Direct Marketing - Brochure (ist
Print Run)
• Access to Palm Springs Life Magazine
Subscriber Database
• Media Conference Announcing Fashion
Week E1 Paseo'
DECEMBER 2005
• Palm Springs Life Ad
• Desert Guide Ad
• Desert Guide Listing
• Web -Site Exposure
• Access to Palm Springs Life Magazine
Subscriber Database
JANUARY 2006
• Palm Springs Life Ad
• Desert Guide Ad
• Desert Guide Listing
• Web -Site Exposure
• Direct Marketing - Brochure (end Print
Run)
• Access to Palm Springs Life Magazine
Subscriber Database
FEBRUARY 2006
• Palm Springs Life Ad
• Desert Guide Ad
• Desert Guide Listing
• Web -Site Exposure
• Access to Palm Springs Life Magazine
Subscriber Database
MARCH 2O06
• Palm Springs Life Cover
• Desert Guide Cover
• Desert Guide Listing
• Web -Site Exposure
• E-Newsletter Announcement
• Access to Palm Springs Life Magazine
Subscriber Database
• Media Conference Announcing Sponsor
Partners for Fashion Week E1 Paseo'
• Palm Springs International Airport
Exposure
• Official Fashion Week El Paseo'
Program
• Distribution of Daily Schedule at
Fashion Week E1 Paseo'
• Product Showcase Throughout Fashion
Week E1 Paseo'"
• Exposure to 100,000 Affluent
Customers Through E1 Paseo Fashion
Week' Signage
• Kraft Nabisco Program
• Pacific Life Open Program
NOVEMBER 2006
• E1 Paseo Catalog 2007
FEBRUARY 2007
• E1 Paseo Catalog 2007 Bound in
Palm Springs Life Magazine
13
FASHION WEEK EL PASEO'M
A Celebration of Fashion, Food, Art, Entertainment & Beauty
2006 FACT SHEET
Dates: March 20 - 26, 2006
Location: El Paseo Avenue
US Highway ill and Monterey/Highway 74
Palm Desert, California
Venues: The Sponsor Tent
Organizers: Palm Springs Life magazine
E1 Paseo Merchants Association
Creative I Group
Contact: Kelly Thordsen and Annalee Thurston
Palm Springs Life
303 No. Indian Canyon Drive
Palm Springs, CA 92262
Tel: 760-325-2337 Fax: 760-325-4603
Sponsors:
Official
Hotel:
Web -Site.
Photo
Source:
Palm Springs Life, E1 Paseo Merchants Association
tbd
Desert Publications, Inc.
14
FASHION WEEK EL PASEO
Budget
REVENUES
Sponsorships
Title
$500,000
Presenting
$250,000
Categories (3@50,000)
$150,000
Misc. income
Total:
$900,000
Please note: the above expenses are based on the
selling of sponsorships and are a
projection of the monies we hope to raise
within the 3-year timeframe.
If projections are made we would add more
expense line items.
If not we will operate with a projection
of tlu category sponsorships only.
EXPENSES
SECURITY
Riverside County Sheriff
$5,000
Total:
$5,000
PRESS AND PUBLIC RELATIONS
Charitable Contributions
Catering
$2,000
Media Gift
$500
PR Fees & Expenses
$200
Total:
$2,700
PERSONNEL
Salaries
$30,000
Commissions
Taxes & Benefits
T&E
$1,000
Total:
$31,000
CHAIRPERSON
T&E
$200
Total:
$200
TRANSPORTATION
Gas & Maintenance
$200
Rental Vehicles (buses, limos & truck)
$1,000
Total:
$1,200
FACILITIES & OPERATIONS
Rental Equipment
$5,000
Sponsor Tent Rental
$50,000
Sponsor Tent Equipment
$10,000
Temporary Personnel
$3,000
Signs, Flags, Banners
$10,000
Supplies
$1,000
Electrical Contractor
$2,000
Badges, Tickets & Parking Stickers
$5,000
Phone System
Phone Installation & Usage
Liability Insurance
Trash Removal
Public Works, Barricades, Cleaning
$1,000
Fire Department
$1,000
Total:
$88,000
VOLUNTEERS
Shirts
Lunches and Coffee
Gift
ADMINISTRATIVE EXPENSES
Management Fee
$75,000
Telephone
Office Temporary Personnel
FASHION WEEK EL PASEO
Budget
T&E
$3,000
Office Equipment Rentals
$500
Office Equipment Expenses
Stationary & Supplies
Postage
$8,000
Delivery Services
$200
Vehicle Rental
$200
Total:
$86,900
PRINTING & PHOTOGRAPHY
Sales Promotional Materials
$10,000
Event Printing
$2,000
Creative (advertising & collateral)
$3,000
Guest Invitations, responses, etc.
$3,000
Photography Services
$1,000
Direct Mail Piece
$1,000
Total:
$20,000
ADVERTISING & PROMOTIONS
Magazines & Newspapers
$35,270
Print & Production
Radio & Television
Time & Production
Event Promotions
$3,000
Brochure Distribution
$5,000
Total:
$8,000
WELCOME RECEPTION
Food & Beverage
$10,000
Decorations
$2,000
GRAND FINALE DINNER
Decorations
$5,000
Entertainment
$5,000
Show & video Production
$15,000
Food & Beverage
$20,000
Total:
$45,000
CELEBRITY TRAVEL EXPENSES
Fee
Air
Transportation
Total:
SOCIAL FUNCTIONS
Introduction Breakfasts
$300
Total:
$300
SPECIAL SECTION
Printing
$12,357
Distribution
Photography Services
Editorial Services
Total:
$12,357
TOTAL EXPENSES:
$300,657
TOTAL REVENUE:
$150,000
PROFIT/LOSS:
$150,657
2006 Fashion Week El PaseoTM
Sponsorship Leads
Acura (Honda Motor Co.)
Aleve (Bayer)
Allstate
American Express
AOL (Time Warner)
AT&T
AT&T Wireless (SBC Communications)
Audi (Volkswagen)
Bank of America
Budweiser & Bud Light (Anheuser-Busch Co's.)
Cadillac (General Motors Corp.)
Capital One
Chevrolet (General Motors Corp.)
Chrysler (DamlerChrysler)
Cingular (SBC Communications)
Citibank (Citigroup)
Clairol (Procter & Gamble)
Coca-Cola
Coffee Bean & Tea Leaf
Cover Girl (Procter & Gamble)
Dell
Dyson & Dyson
Fiji Artesian Water
Ford
Geico (Berkshire Hathaway)
GM Corporate
GMC
Hertz (Ford Motor Co.)
Hewlett-Packard
Home Depot
Honda
Hotels.com (IAC/InterActive Corp.)
Hummer (General Motors Corp.)
Hyatt Hotels
IBM
Infiniti (Nissan Motor Co.)
Jaquar (Ford Motor Co.)
Land Rover (Ford Motor Co.)
Lexus (Toyota Motor Corp.)
Lincoln (Ford Motor Corp.)
L'Oreal
Lowe's
Marriott
MasterCard
Maybelline (L'Oreal)
Mazda
Mercedes-Benz (DaimlerChrysler)
Merrill Lynch
Mitsubishi
Netrogena (Johnson & Johnson)
Nextel
Nissan
Olay (Procter & Gamble)
Penn
Pantene (Procter & Gamble)
Pepsi
Pontiac (General Motors Corp.)
Saturn (General Motors Corp.)
Sony
Sony Ericsson
Sprint
T-Mobile (Deutsche Telekom)
Toyota Motor Sales, U.S.A., Inc
UPS
Verizon
Visa
Volkswagen
Volvo (Ford Motor Co.)
Wella
Yoplait (General Mills)
PERLIMINARY 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 its
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.
K
PERLIMINARY 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
perspective 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
PERLIMINARY 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 that 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.
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