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HomeMy WebLinkAboutFunding Travel Channel Segment - Desert Willow Golf ResortCITY OF PALM DESERT COMMUNITY SERVICES STAFF REPORT REQUEST: Consideration of a $14,000 request for funding of a Travel Channel segment. DATE: October 13, 2005 CONTENT: Desert Willow Request Letter September 2005 Draft Marketing Minutes Recommendation: By Minute Motion: 1) Concur with the recommendation of the Marketing Committee to contribute to the funding of Desert Willow Golf Resort's Travel Channel opportunity in the amount of $14,000; 2) appropriate $14,000 from the unobligated General Fund Reserve for payment to Desert Willow. Executive Summary: City Council's approval of partially funding this opportunity will benefit Desert Willow Golf Resort and subsequently, the City of Palm Desert, by branding Desert Willow/Palm Desert on a national level, as an exceptional, unique golf getaway for travelers. Background: Desert Willow Golf Resort was presented with the opportunity to be featured as one of "World's Best" golf resorts on the Travel Channel. The Resort will be featured in a segment on "Unique Golf & Vacation Destinations." Desert Willow will receive approximately 5-7 minutes of airtime on this program. The show airs approximately 100 times through a combination of Travel Channel nationally and regionally on ESPN2 and Fox Sports Net in up to 50 directly selected markets as determined by Desert Willow. The show is slated for the second quarter of 2006. The finished segment, along with the raw footage becomes the property of Desert Willow and may be used for additional marketing opportunities. Desert Willow and the City of Palm Desert will have input into the scripting. The production company will include Desert Willow Golf Resort in press releases, feature articles, and promotional campaigns, including a minimum of four full - page, four-color ads including the logo and phone number/website in local, regional, and national publications. The total cost of participation is $28,700. Desert Willow is requesting that the City of Palm Desert contribute $14,000 towards this total. Staff concurs with the unanimous decision of the Marketing Committee and recommends that City Council appropriate the requested $14,000 for participation in the Travel Channel's "Worid's Best" program at Desert Willow. Funds would need to be appropriated from the Unobligated General Fund. Submitted By: q - j, Kristy Kding Marketing Manager Approval: 40rtega Carlos L City Manager Sheila R. Gillig Assistant City Manager Paul Gibson Director of Finance Desert Will Golf Resort Kristy Kneiding City of Palm Desert 73510 Fred Waring Drive Palm Desert, CA 92260 Ms. Kneiding, Desert Willow has been honored and chosen to be featured in the Travel Channel's World's Best. The resort will be in a segment on "Unique Golf Vacation Destination". The show will be approximately 5 to 7 minutes in length and will be aired over 100 times nationally with the golf channel and regionally with Fox Sports Net & ESPN2 in up to 50 directly selected markets by Desert Willow. The feature will be focusing on how Desert Willow is a "go to" destination located in the City of Palm Desert. The World's Best program will drive a new segment of travelers to Desert Willow and therefore to the City of Palm Desert for multiple day golf vacations from all over the country. The production of the show will occur in late October 2005 and air during the second quarter of 2006. The script will be written by New Line Media based on information provided by Piper Close, Carlos Ortega, and Rodney Young. Desert Willow will have the opportunity to review and approve the script for accuracy. Desert Willow also is able to retain the raw footage along with the finished segment for future additional opportunities. The production company will be distributing press releases, writing feature articles, and conducting promotional campaigns including a minimum of a four (4) full page, four-color ads that will include Desert Willow. The Desert Willow logo, phone number, and website will be included in local, regional, and national publications in conjunction with the promotion of the series. The total cost of participation is a licensing fee of $28,700. New Line Media pays 100% of the production cost through program revenues. Desert Willow's total media buy budget is $86,972 plus approximately $17,000 in contingency (nearly 20% of total media). At time of budgeting, Desert Willow had no way of predicting such a great opportunity would be become available, and as is, uses nearly all of the contingency dollars. Desert Willow is requesting the City of Palm Desert contribute $14,000 towards the total cost of the show. Desert Willow is committed to the program. Without assistance from the City, Desert Willow would have to cancel some of its planned local and regional media buys. 38995 Desert Willow Drive Palm Desert, California 92260 (760) 346-0015 (760) 346-7444 Fax www.desertwillow.com PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE SEPTEMBER 20, 2005 IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF JUNE 21, 2005 Mr. Rodriguez moved to, by Minute Motion, approve the minutes of the June 21, 2005, meeting. Motion was seconded by Mr. Shimer and carried 6-0. V. NEW BUSINESS A. REQUEST FOR FUNDING OF DESERT WILLOW TRAVEL CHANNEL OPPORTUNITY Ms. Kneiding stated that New Line Media contacted Rodney Young at Desert Willow with the opportunity to be featured on the "World's Best" series on the Travel Channel. She added that the Resort would be featured on the segment of "Unique Golf & Vacation Destinations." RODNEY YOUNG, General Manger of Desert Willow, addressed the Committee. He stated that Desert Willow would be the only Coachella Valley golf course featured on the program. Upon question by Ms. Bowen, Mr. Young stated that his staff would have a measurement tool to track the number of people who contacted Desert Willow through the Travel Channel show. The Committee and Mr. Young discussed further ideas of getting the word out to the public about the show. Mr. Young believed that this was a unique opportunity and felt it would help bring new visitors to Desert Willow and the City. Ms. Kneiding stated that the request for funds would go to City Council for appropriation. Mr. Mandelbaum moved to, by Minute Motion, approve the contribution of $14,000 to Desert Willow for the Travel Channel opportunity. Motion was seconded by Mr. Shimer and carried 6-0. VI. OLD BUSINESS A. REQUEST FOR SPONSORSHIP OF PALM SPRINGS INTERNATIONAL FILM FESTIVAL DARRYL MCDONALD, Executive Director for the Film Festival, made a presentation to the Committee. He elaborated on the Marketing and Programming Initiatives proposed by the Festival in return for the City's 2 PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE SEPTEMBER 20, 2005 sponsorship. There were seven key points outlined in the initiatives, which he addressed thoroughly. Mr. McDonald stated that cooperation from Palm Desert, in terms of providing support for the Festival, would have to be clear before they could further engage themselves with the initiatives. He added that the relationship between the City of Palm Desert and the Festival was very important to them and particularly important with regard to moving forward within the next five to ten years. Upon question by Mr. Rodriguez, Mr. McDonald stated that between sixty and sixty-seven percent of the Festival audience comes from outside the Coachella Valley. Upon question by Mr. Mandelbaum, Ms. Gomez stated that in the past, the Visitor Center had a promotional rack card with a fifteen percent discount, and those could definitely be created and distributed at the Festival. Upon question by Councilmember Benson, Mr. McDonald responded that he spoke with the hotels regarding transportation. He said the hotels seemed receptive to the idea of using their own buses for transporting the attendees to the Festival. He added that the cost associated with that type of transportation was prohibitive for the Festival. Upon question by Councilmember Spiegel, Mr. McDonald stated that the decision was made to pursue permanent installation of the equipment at the McCallum Theatre. The cost for the equipment and installation could run between $60,000 and $100,000. He said permanent installation would be more cost effective. Upon question by Mr. Rodriguez, Mr. McDonald responded that for the first time in the history of the Film Festival, the "Best of the Fest Day" would be held in Palm Desert at the Palme d'Or Theatres. The tickets would be available to individual ticket holders with the availability of a "One Day Only" pass. Mr. Rodriguez moved to, by Minute Motion, approve sponsorship of the Palm Springs International Film Festival in the amount of $50,000. Motion was seconded by Mr. Mandelbaum and carried 6-0. B. REQUEST FOR APPROVAL OF REVISED 2005/06 MEDIA PLAN Ms. Kneiding stated that during the budget process, the Committee approved the draft media plan. She said the final version of the proposed media plan included new media buys in Modern Luxury magazines. 3