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HomeMy WebLinkAboutSponsorship P.S. Intl Film FestivalCITY OF PALM DESERT COMMUNITY SERVICES STAFF REPORT REQUEST: Consideration of a $50,000 request for sponsorship of the Palm Springs International Film Festival. DATE: October 13, 2005 CONTENT: Revised Palm Springs International Film Festival Proposal September 2005 Draft Marketing Minutes Recommendation: By Minute Motion, concur with the recommendation of the Marketing Committee to sponsor the 2006 Palm Springs International Film Festival in the amount of $50,000. Executive Summary: City Council's approval of this request would result in Palm Desert being actively involved in the Palm Springs International Film Festival (PSIFF). From being a location of the "Best of the Fest" and promotion of the City, to programs that involve the curriculum of higher education institutions in Palm Desert, the outlined proposal will benefit not only Palm Desert residents and students, but visitors as well. Background: At its May meeting, the Marketing Committee denied the request for sponsorship of the 2006 Palm Springs International Film Festival (PSIFF), based on the proposal received at that time. At its meeting of June 23, the City Council was informed by Mr. Earl Greenburg, of additional elements of the proposal. City Council requested that those new benefits be specifically outlined in a proposal and brought back to the Marketing Committee for further consideration. Attached please find a copy of the revised sponsorship proposal. Some of the highlights include the following: "Best of the Fest Day" in Palm Desert: To take place at the Palme D'Or theatre in Palm Desert on the closing Monday (January 16) of the Festival. Exclusive Free Festival Screenings: Two screenings for Palm Desert High School, college and university students, followed by question/answer session with the filmmakers. Joint Programs with UC Riverside Palm Desert's Film Department are currently in discussion: Academic programs for students, free tickets for students including up to two private screenings for college level students with a question/answer session with the filmmaker to follow. Promotion of Palm Desert Attractions to Tour Groups: Palm Desert will have the opportunity to include information about the City, attractions, and businesses in their promotional packets distributed to Tour Groups. Promotions with Palm Desert Hotels: The PSIFF has contacted four major Palm Desert hotels, Marriott Desert Springs Resort and Spa, Shadow Mountain Resort, Embassy Suites, and the Marriott Residence Inn to discuss promotions including reduced price tickets for screenings and opening and closing night gala events. These hotels would have access to the PSIFF's database of 6,300 past attendees from outside the Coachella Valley. Marketing and Advertising: Free, double -page spread in the 2006 program, slides for promotion on -screen prior to start of films, collateral materials to be distributed at all Festival outlets including theatres, and hospitality and press suites. Collaboration with McCallum Theatre: Film -related educational and entertainment programs; involvement in 2006 Aesthetic Education Program; possible venue to show films at a later date. Staff believes that PSIFF has outlined a proposal that will benefit not only Palm Desert residents and students, but visitors as well. Staff concurs with the unanimous recommendation of the Marketing Committee and recommends approval of a $50,000 sponsorship of the 2006 Palm Springs International Film Festival, with the request of a formal report detailing the result of activities outlined in the proposal, following the Festival. Funds for sponsorship will be appropriated from the Special Events budget. ^ Submitted By: /n( - c- Kristy Kneidin g Marketing Manager Approval: Carlos L. Ortega City Manager Sheila R. Giilf`gan Assistant City Man ( 2� Paul Gibson Director of Finance 'kLMESPl ,ATERNAT1 FILM ■FE' Honorary Chairs Congresswoman Mary Bono Mayor Ron Oden Ms. Kristy Kneiding Marketing Committee City Of Palm Desert Palm Desert Civic Center 73-510 Fred Waring Drive Palm Desert, CA 92260 September 2, 2005 Chairman Earl Greenburg Dear Ms. Kneiding, Immediate Post Chairman Kevin McGuire Enclosed is the updated Marketing and Programming proposal that is a key Vice Chairs element of the Sponsorship Proposal submitted to you in mid -June, prior to Jack Grundhofer our Board Chairman's presentation to the Palm Desert City Council. John Wessman Treasurer & Chairman Emeritus Virtually every element contained in this section of the proposal has been Harold Matzner fleshed out in terms of the details involved, and many of the initiatives have Assistant Treasurer already begun, including meetings with UCR/Palm Desert, Cal State Marshall Gelfand University/SB Palm Desert, the McCallum Theatre Educational Department, Secretary and the four largest hotels/resorts in Palm Desert, which in every case has led Sidney Craig to further action, an exchange of resources and information and in the case of Assistant Secretary Lee Weigel the universities, concrete programming initiatives. k C. Adams Directors C. Many of the other elements — particularly those aimed at increasing the Betty Barker profile of Palm Desert and its attractions among the more than 60% of the David Baron Pester Barve Festival audience that comes from outside of the Coachella Valley — are Stephen Breimer integral parts of the promotional plan that we would be undertaking at the Michael Childers Bob Deville January Festival itself— including providing Palm Desert promotional Robert Dickey materials at all public Festival venues, in welcome kits to our Group Sales John Fowler Fritz Frauchiger tour group attendees (1,600 strong at the last Festival, and projected to be Tim Hanlon over 2,000 this year), slides promoting Palm Desert's attractions shown on all Mary Heckman Jackie Lee Houston Festival screens prior to scheduled programs, free advertising for Palm Desert Haddon Libby in the Festival souvenir program, etc. JoAnn McGrath Lee Marcus Mark Palmer John Pinkney I think that the concrete benefits to Palm Desert — both in terms of increased David Ready attention and increased consumer traffic — are evident. And the enhancement Madeline Redstone Richard Roellig to the cultural and educational programs currently offered in Palm Desert are Lois Schlecht readily apparent, I hope. Linda Shirvanian Jeffrey B. Soref Dick Taylor Already, both Tiffany and The Shops at El Paseo Square have agreed to Judy Vossler partner with us again this year, and we have been approached by Saks Fifth Executive Director Avenue, in The Gardens on El Paseo as well as Marie Claire about a joint Darryl Macdonald promotional effort during the Festival. Clearly, these Palm Desert merchants Director of Progrcmm;ng and/or their corporate parents see the value of having a profile at the Festival. Corl Spence Red 74 has approached us about sponsoring parties for both the September 'aging Director A. Lewis -Woodson THE PALM SPRINGS INTERNATONAL FILM SOCIETY 1700 E. Tohquitz Canyon Way, ##3 ❖ Palm Springs, CA 92262 ❖ fox 760.322.4087 phone: 760.322.2930 •1• email: info@psfilmfest.org •f website: www.psfilrnfest.org Short Film Festival and the Feature Festival in January — again, underlining their venue. In addition, Palm Desert last year was accorded a sponsorship profile commensurate with that of our $100,000 sponsors, including a presence at the Black Tie Awards Gala — something no other sponsor at the $50,000 level was given, other than the City of Indian Wells. This courtesy would be extended to you again this year, and is the most sought after sponsorship opportunity of the entire Festival. I hope that you and the entire Marketing Committee will give this proposal your serious consideration. After listening to Kristy Kneiding's concerns and priorities during our conversation in late June, I have focused on putting strong new elements into our promotional push for Palm Desert and its hotels and businesses that were not included in last year's agreement. I believe we can make a quantifiable difference in the business activity Palm Desert enjoys as a result of this signature Valley event — something that a number of key businesses there already agree with. With the addition of arts education and entertainment elements that were not even a part of last year's agreement with Palm Desert, I hope you'll agree that this Festival can benefit the City of Palm Desert in many clear cut and practical ways. Yours sincerely, Darryl Macdo d Executive Director PALM DESERT SPONSORSHIP PROPOSAL ADDENDUM: MARKETING AND PROGRAMN9NG INITIATIVES PSIFF 2006 The key elements in this proposal are the specific marketing & promotional initiatives on behalf of Palm Desert that we have added to last year's basic agreement. They are extensive, including substantial advertising space in the Festival souvenir booklet, wide distribution of targeted promotional materials, and discount ticket packages exclusive to Palm Desert hotel room promotional partners, among other practical marketing efforts. Those specific initiatives comprise points 4 — 6 of this proposal. Among the many ways in which we are working to share the wealth of cultural and educational opportunities our organization provides through the staging and presentation of our events in communities throughout the Coachella Valley, our biggest commitment over the course of the last year has been to developing new partnerships and program- ming opportunities in the City of Palm Desert. These initiatives are outlined in points 1, 2, 3 & 7 of this proposal. Emblematic of the initiatives we are pursuing with partners in Palm Desert in an ongoing way, the following list of programs represents work that is already under way, as well as plans we hope and expect to accomplish in the course of the coming months, working with institutions and individuals that are already a part of the business, cultural and educational fabric of the City of Palm Desert: 1) "Best of the Fest Day" in Palm Desert For the first time in its history, the Festival is proposing to present one of its signature events in Palm Desert. Working with the proprietors and programmers at the Cinemas Palme D'Or in Palm Desert, we are proposing to host a Best of the Fest event at the theatre on the closing Monday of the Festival (Monday, January 16) at Palm Desert's premiere art house venue. This day would encompass screenings of many of the Festival's most popular shows and Jury Award winners, traditionally held on the last Monday of the Festival. This celebrated and highly successful event (virtually all of last year's Best of the Fest screenings sold out) would this year for the first time be staged at two different communities in the Valley — one in Palm Springs and the other in Palm Desert. The event is heavily promoted, and pass holders and filmgoers attend the screenings in large numbers, with press coverage of the Best of the Fest day screenings at critical mass during the final weekend of the Festival. This is a major undertaking, but one that we believe will show the seamless nature of the various participating communities here in the Valley, and clearly indicate that the Festival is an event hosted by and encompassing all of the Coachella Valley. 2) Joint Programs with UC Riverside/Palm Desert Film Department We are in ongoing discussions with Faculty members Terry Green (Assistant Dean), Eric Barr, and Tony Lawrence regarding a number of educational initiatives for filmmaking and screenwriting programming collaborations between the Film Society/Film Festival and the MFA program at UCR/Palm Desert, with a special emphasis on creative writing for film. The following collaborations are the focus of our discussions: - Academic Programs for Students Curriculum for students tied into the Film Festivals (January and September) and our Talking Pictures Programs, with filmmaking guests attending the Festivals utilized for special programs on campus. We have agreed on a plan to make tickets for specific films and programs at both the Short Film Festival (September) and the Feature Film Festival (January) available free to students of UCR/PD. The university has also agreed to build specific presentations at the January Festival into their curriculum for the Winter/Spring term. a. We hope to collaborate on a series of `Meet the Screenwriter' programs year-round at the UCR/ Palm Desert campus, featuring film screenings and post -screening discussions with the films' screenwriters appearing on campus. b. We discussed creating "Critics' Roundtable Discussions", in which visiting and local film critics will do special seminars focussing on a variety of film -related topics, with an emphasis on screenwriting. At issue: presentation capabilities (35mm or digital presentation) — to be resolved by UCR/PD. c. We have agreed to provide fee tickets for students to ShortFest and PSIFF educational programs, and to provide up to two private screenings for students of UCR/PD, College of the Desert and Cal State University/SB Palm Desert Campus during the January Feature Film Festival, with a facilitator to lead student Q&A sessions with filmmakers and/or film critics following the screenings. d. We discussed planning for a script read -through series to be staged on campus, with acclaimed screenplays `performed' live on stage, and critiqued following the readings, with a moderator/educator leading student discussion. e. We also discussed the logistics of collaborating on a screenwriting competition for students, with a live performance of the winning screenplay staged during the Festival. Awards for the winning scripts would include screenwriting or computer software awards (which the Festival would solicit from sponsors). f). We have provided the UCR/Palm Desert N4FA program with 6,000 name from our Coachella Valley mailing list at their request for their promo- tional mailing of Fall/Winter course offerings, and will continue to help them promote their programs and courses throughout the year. - Promotional initiatives for arts -related nrosrams at UCR/Palm Desert In meetings with Gail Peterson, we have agreed to provide the following support to the UCR/Palm Desert to promote their own enrolment and arts -related educational programs. Each of these have now been done: a. Provide our mailing list for UCR/PD programs and curriculum mailings b. Provide distribution at our Festivals and events of brochures and promotional materials for UCR/PD c. Project slides for UCR/PD programs in our theatres prior to screenings during Festival events. d. Provide promotional space on our website for UCR/PD programs and curriculum We expect to expand this educational programs outreach with the addition of similar programming and promotional collaborations at College of the Desert and Cal State University at Palm Desert in the coming months. 3) Exclusive Free Festival Screenings for Palm Desert Students The Festival would present two free screenings for Palm Desert High School, College and University students at the Palm Springs High School — our largest venue - during the Festival, with 500 tickets for each show distributed through the Palm Desert Visitors' Center or through the schools, free to Palm Desert students only. Each of the films chosen for these screenings would be among the highlights of the 2006 Festival's line up, in keeping with presentations scheduled at the Festival's largest theatre venue. Our programming priority will be selecting films with visiting guest directors and/or stars available to attend the screenings for post -screening Q&A's with the student attendees, to ensure the richest possible cultural experience for student filmgoers attending the screenings. 4) Promotion of Palm Desert Attractions to Tour Groups Attending PSIFF t PSIFF has a staff member devoted primarily to working with outside tour agencies, private groups and national film organizations to sell discounted ticket packages and special events to tour groups. The Festival will distribute special promotional packets touting Palm Desert restaurants, shopping and recreational attractions, which will be distributed to all Group Sales attendees coming to the Festival from other parts of the U.S. and Canada (over 1,500 at the 2005 PSIFF). These Group Sales Film Festival attendees from throughout the U.S. and Canada attend in tour groups of 30 — 300 people, and the tour group managers provide many other tourism opportunities to their clients while they are visiting the Coachella Valley during the Festival. These 1,500 — 2,000 attendees (who each attend for an average of five to eight days) are over and above the thousands of general Festival attendees who fly or drive into the Valley each year to participate in the festival, in effect building a mid -winter vacation around the PSIFF. We will work with the Palm Desert Visitors Center, its Marketing Committee and individual businesses in Palm Desert to put together a packet or gift bag of promotional literature and materials, and special offers and coupon deals encouraging our group sales attendees to explore the recreational, tourism and shopping opportunities so bountiful in Palm Desert. One example would be a restaurant guide to Palm Desert, which could be placed in all guest bags as well as key distribution points at the Festival venues, such as our Hospitality Center and individual theatres. 5) Special Promotions with Palm Desert Hotels and Resorts We have contacted the four major hotels or resorts in Palm Desert (prioritizing the hotels with 100 or more rooms): Marriot Desert Springs Resort and Spa, Shadow Mountain Resort, Embassy Suites and the Marriott Residence Inn, To discuss promotions involving providing cut-price ticket packages together With Hotel rooms for the Palm Springs International Film Festival (dealing with The Group Sales departments in all cases). Each of the hotels responded favourably, and have requested further details of the proposal, which is being followed up now by our Group Sales manager, Mary Ann Terry. We hope to have these packages in place by the end of September, to launch promotional campaigns for the ticket and hotel packages in October, in time to effect sales for the January Film Festival. We are providing a special reduced Opening Night Gala, Mid -Festival Gala and Closing Night Gala ticket price as part of the offer. The intention is to promote mid -week bookings at each of these hotels. We will also provide our database of over 6,300 recent Festival attendees and mailing list subscribers from outside of the Coachella Valley to the Marriott Desert Springs Resort and Spa for promotional purposes, as well as to the other hotels involved in the proposed promotions. 6) Palm Desert Marketing and Advertising to Attendees during the Festival We propose to provide a free double -page spread in the 2006 Festival Program Booklet promoting attractions in Palm Desert to festival attendees. In addition, we suggest that a series of slides promoting Palm Desert attractions (eg: the Living Desert, College of the Desert Street Fair, Westfield Center, shopping on El Paseo, etc.) be shown on screen at festival venues prior to each screening at the Festival, as part of our sponsor slide carousel show. In addition, we invite Palm Desert's Marketing Department to provide promotional brochures and materials for distribution through all Festival outlets and venues, including all theatres, the public Hospitality Suite and our Press and Industry Suites in our host Hotel, the Wyndam. We believe that these promotional opportunities will do much to enhance awareness among the more than 60% of the Festival audience who travel to the Festival from areas outside of the Coachella Valley, and who are a captive audience inside Festival theatres for approximately an hour preceding each of our 425 presentations. Furthermore, we will include a printed promotional information piece provided by the city's Marketing Department about Palm Desert shops, restaurants and recreational attractions in our own national promotional mailing touting the upcoming Festival and promoting Series Tickets for the event. 7) Programming Collaborations with the McCallum Theatre We are engaged in discussions with Ted Giatas and Kajsa Thuresson-Frary at the McCallum Theatre regarding collaborating on a film -related educational program and an entertainment program. We hope to work with the McCallum on the 2006 Summer programs at the Theatre, specifically with their Aesthetic Education Program to build an arts education program centring on the art of film, as well as pursuing other year-round programming opportunities. These programs would engage the residents and students of Palm Desert and surrounding communities in film -related educational and cultural activities to take place at the McCallum. We are also working with the McCallum to explore what the cost would be to equip the theatre with the capability for showing films. Presently, we believe that renting equipment for film presentation opportunities would make the most practical sense. 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 MINUTES REGULAR PALM DESERT CITY COUNCIL MEETING JUNE 23, 2005 L. CONSIDERATION OF A REQUEST FOR SPONSORSHIP OF THE SAMSUNG WORLD CHAMPIONSHIP LPGA GOLF TOURNAMENT AT BIGHORN GOLF CLUB, OCTOBER 10 - 16, 2005. Mr. Ortega noted the staff report as well as the recommendation from the City's Marketing Committee. Councilman Spiegel moved to, by Minute Motion, concur with the Marketing Committee's recommendation to sponsor BIGHORN Golf Club's Samsung World Championship LPGA Golf Tournament in the amount of $137,500. Motion was seconded by Kelly and carried by a 5-0 vote. M. CONSIDERATION OF A REQUEST FOR SPONSORSHIP OF THE PALM SPRINGS INTERNATIONAL FILM FESTIVAL, JANUARY 5 - 16, 2006. Mr. Ortega noted the staff report and recommendation from the Marketing Committee as well as a subsequent report and an amended proposal from the Palm Springs International Film Festival. Mayor Pro Tern Ferguson referred to the supplemental report with the amended proposal and asked if staff had a recommendation. Mrs. Gilligan responded that staff did not offer a recommendation and was looking for direction from the Council. The recommendation of the Marketing Committee was to deny the request for sponsorship; however, it would be up to the City Council to determine whether to look at the request from an educational, cultural, good neighbor policy. MR. EARL GREENBURG, Chairman of the Board of the Palm Springs International Film Festival, thanked the City for its past support of the Festival, which he felt was critical in helping the Festival to mount what he considered a total community event. He said he had met in the last several months with several members of Council and the Marketing Committee to review the Festival's activities and confirm that they had completed the agreement with the City for last year's event. He agreed there were items in the agreement that they could probably have managed a little better; however, he felt overall they had done a competent job with the staff and volunteers who helped with the Festival. He said this was the most successful Film Festival in its history, and it was now ranked #1 and #2 of the 650 festivals that exist throughout the United States. He felt Palm Desert stood in the forefront of all the cities in the Valley with its generous support of last year's Festival. He noted the packets of information he had submitted to the Council, which included new initiatives for the coming year. In light of the fact that Palm Desert had always been in the forefront of supporting 16 MINUTES REGULAR PALM DESERT CITY COUNCIL MEETING JUNE 23, 2005 activities of other organizations throughout the Valley as a good citizen, good neighbor, and sometimes as a branding effort on behalf of the entire Valley, he said he had decided to incorporate in this year's presentation something which was wholly unorthodox for this Festival but was something he felt the City of Palm Desert deserved. During the actual Festival this year, he said they would break tradition and conduct the "Best of the Fest" event, a compilation of the finest films shown during the Festival. Those films would be presented here in the City of Palm Desert to be shared by residents of Palm Desert along with other residents living in this part of the Valley. It would be an ail -day event, held at the Palm d'Or Theatres, with films running all day in all of the theaters. In addition would be all of the items in the proposal from last year, coupled with some educational initiatives. He said he had discussed with members of the Council the desire for Festival staff to get into the educational arena in a much more significant manner, and they were working with faculty members from the UCR-Palm Desert and hoped to have a program established some time in the next 90-120 days. He said they had made contact with the McCallum Theatre and Mr. Giatas, and they hoped to participate aggressively in next summer's program. He said they were looking at the feasibility of incorporating the opportunity to show films at a cost that would be acceptable to everyone at the McCallum Theatre, and they proposed to do free Festival screenings as they did exclusively for Palm Desert residents last Festival. He added that they were also hoping to create a whole tour program for people who would be coming to hotels in Palm Desert. After meeting with the Marketing Committee, he felt this was a critical component in helping the marketing goals of the City. He said they were planning on December 3`d to make the announcement of the honorees at Tiffany's in Palm Desert, followed that evening by what they hoped would be a presentation and honor to the Frederick R. Lowe winner, the musical composer award, at the McCallum Theatre with the Indian Wells Symphony. He added that these were all proposals on their agenda and were in the works. They were not subject to the City of Palm Desert joining them this coming year, but there was anticipation that Palm Desert would once again consider being a presenting sponsor at this year's Festival. He offered to answer any questions. Councilman Spiegel stated that it was his understanding Mr. Greenburg had met with Terry Green and Ken Walters at UCR, and he asked what kind of program Mr. Greenburg was planning on developing with UCR. MR. GREENBURG responded that the program would be to create a specific film curriculum which would be for students in the Master's of Fine Arts program. He said the Festival's Executive Director and Programs Director had engaged in several meetings with Mr. Green and could better discuss the details of the program. He felt the only way to attract the film industry 17 MINUTES REGULAR PALM DESERT CITY COUNCIL MEETING JUNE 23, 2005 and film participation in the Valley was by providing educational programs in that film arena. Mayor Pro Tern Ferguson said it was his understanding that Mr. Greenburg had gone to his Executive Committee and asked to have basically a premier event for the Film Festival, during the Film Festival, in Palm Desert, and the Committee approved it. MR. GREENBURG agreed. Councilmember Benson said Palm Desert had always tried to be in the forefront in supporting these types of events and had done so in many years when other cities could not afford to provide support, hoping that the other cities would follow in Palm Desert's footsteps when they could afford it. She asked whether other cities in the Valley had approved funding for the Festival. MR. GREENBURG responded that he had a commitment from Indian Wells and was currently working with the Cities of Rancho Mirage, La Quinta, Indio, and Desert Hot Springs. Upon question by Mayor Crites relative to the "Best of the Fest", Mr. Greenburg responded that the event would be held simultaneously in Palm Desert and Palm Springs. He noted that 300-400 people were turned away during the "Best of the Fest" event this past year, and many of those people were already Platinum ticket holders, holding tickets which entitle them to come to the films. Rather than double up theaters in Palm Springs, this seemed like a good opportunity to do something rather dramatic in this part of the Valley. Mayor Crites asked when Mr. Greenburg expected to complete discussions with the McCallum Theatre. Mr. Greenburg responded that he had made it clear to Mr. Giatas that the Festival would participate next year during the summer in the educational program; what they were hoping to do was to find some other opportunities that could be done during the normal school year for students. Mayor Pro Tern Ferguson asked how much of the proposal submitted to Council had actually been presented to the Marketing Committee and whether the "Best of the Fest" had been included. MR. GREENBURG responded that the "Best of the Fest" had not been included. He said when he met with the Marketing Committee, it was basically to review last year's proposal and the elements of that proposal. The Committee had concerns dealing with bringing additional traffic into the City of Palm Desert, which was not part of last year's proposal. He said IE, MINUTES REGULAR PALM DESERT CITY COUNCIL MEETING JUNE 23, 2005 while he was not surprised, he did come to realize that it was a component that needed to be included this year. That resulted in submittal of this new proposal to the City Council. Mrs. Gilligan added that the Marketing Committee met on Tuesday and did receive a copy of this proposal. The Committee agreed with its original position that it was not marketing dollars; however, Committee members had no objection to the City participating. Upon question by Mayor Pro Tern Ferguson as to staffs opinion, she stated that, based on the additional proposal, the "Best of the Fest", cooperating with UCR, working with the McCallum, etc., staff would recommend that the Council approve sponsorship for a second year from the Special Events budget rather than Marketing. Mayor Pro Tern Ferguson stated that this program was not included in the new budget; he suggested setting funds aside to consider it in the future and let Mr. Greenburg firm up some of the commitments (McCallum Theatre, other cities in the Valley, etc.). Councilman Kelly suggested that staff and the Marketing Committee be included in this further study of the proposal. Mayor Pro Tem Ferguson agreed and said he felt a recommendation should be made to the City Council for final consideration. Councilman Spiegel said the Marketing Committee was not overly enthusiastic about sponsoring the event this year because members felt the results of last year's Festival were not that important to the City of Palm Desert. However, he felt Mr. Greenburg had now gone above and beyond, particularly with UCR, and he felt the proposed program could be a tremendous asset to the schools and to the City of Palm Desert as a whole. He said he was ready to approve City sponsorship in the amount of $50,000 for the 2006 Film Festival based on the proposal as outlined by Mr. Greenburg. Councilman Spiegel moved to, by Minute Motion, approve the $50,000 sponsorship request from the Palm Springs International Film Festival, January 5 - 16, 2006. Motion was seconded by Ferguson and FAILED by a 2-3 vote, with Councilman Kelly, Councilmember Benson, and Mayor Crites voting NO. iuf MINUTES REGULAR PALM DESERT CITY COUNCIL MEETING JUNE 23, 2005 Mayor Pro Tern Ferguson moved to, by Minute Motion, authorize setting funds aside in the amount of $50,000 for sponsorship of the 2006 Palm Springs International Film Festival, subject to staff s and Marketing Committee's further study of a complete proposal to be submitted by the organization and returning it with a recommendation to the City Council forfinal consideration. Motion was seconded by Spiegel and carried by a 4-1 vote, with Councilman Kelly voting NO. XI. CONTINUED BUSINESS A. ORDINANCE NO. 1094 - AN ORDINANCE OF THE CITY COUNCIL OF THE CITY OF PALM DESERT, CALIFORNIA, AMENDING TITLE 8 OF THE PALM DESERT MUNICIPAL CODE, ADDING CHAPTER 8.19 RELATIVE TO MANDATORY AUTOMATED COLLECTION OF SOLID WASTE, RECYCLING, AND GREENWASTE FOR ALL RESIDENTIAL UNITS WITHIN THE CITY OF PALM DESERT (Continued from the meetings of April 14, and May 12, 2005). Mr. Ortega noted the staff report and recommendation in the packets, noting that this matter had been continued to allow Waste Management an opportunity to review the costs. That review had been done, and staffs recommendation was that Council pass the ordinance to second reading. Councilman Kelly moved to waive further reading and pass Ordinance No. 1094 to second reading. Motion was seconded by Benson and carried by a 5-0 vote. With City Council concurrence, Mayor Crites suspended the agenda at this point in order to introduce Sister Cities Committee Member Donna Jean Darby and visitors from Palm Desert's Sister Cities — two from Gisborne, New Zealand, and four from Ixtapa - Zihuatanejo, Mexico — who were participating in the McCallum Theatre's Institute for Aesthetic Education in Palm Desert this week. B. REQUEST FOR AUTHORIZATION TO TRANSFER FUNDS FROM MOCUMENTATION DEPOSIT FUND AND AWARD A CONTRACT FOR MONUMENTATION AND DOCUMENTATION SERVICES (Continued from the meeting of April 28, 2005). Mr. Errante stated that staff was requesting that Council continue this matter to a date uncertain Councilman Spiegel moved to, by Minute Motion, continue this matter to a date uncertain. Motion was seconded by Kelly and carried by a 5-0 vote. 20