HomeMy WebLinkAboutC25130 Billboard on I-10Contract No. C25130
CITY OF PALM DESERT
Visitor Information Center
Staff Report
REQUEST: APPROVAL OF FUNDING IN AN AMOUNT NOT TO EXCEED
$73,000.00 FOR DESIGN, PRODUCTION, AND INSTALLATION OF A
BILLBOARD ON I-10 FOR A ONE-YEAR PERIOD
SUBMITTED BY: Donna Gomez, Visitor Center Manager
DATE: April 13, 2006
RECOMMENDATION:
1) By Minute Motion, approve the design, production, and installation of a billboard on
Interstate 10 for a one-year period.
2) Appropriate funds in an amount not to exceed $73,000.00 from the unobligated city-
wide business license fund.
3) Authorize the City Manager to enter into a one-year contract for billboard rental
services.
BACKGROUND:
Although staff recognizes that the placement of a billboard is inconsistent with previous City
Council action, it believes that the City's new Visitor Center would benefit greatly from this
additional exposure. An 1-10 location will reach traffic from all major southem Califomia
markets and help to identify Palm Desert as a destination resort and direct traffic to its newly
opened Visitor Center.
The proposed billboard would be a west facing 1-10 location between Date Palm and Bob Hope
Drives, capturing eastbound traffic prior to reaching Palm Desert's Monterey Avenue exit (see
attachment). The billboard design would identify the Visitor Center, its location, and carry the
tag line "your trip starts here." This location will be available starting August 2006 with an
annual commitment to run through July 2007. Costs are broken down as follows:
Monthly Rental: $5,600.00 X 12 = $67,200.00
Ad design, production, installation
maintenance & service fees: $5,330.00
Total Annual Cost $72,530.00
Billboards on 1-10 rarely become available and typically require immediate commitment. Due
to this, Palm Desert's Marketing Committee has not had the opportunity to formally consider
this request or the utilization of billboards as a means of advertising.
Funds are available in the unobligated city-wide business license fund which is supported
through the College of the Desert Street Fair vendor fees. This account has been
accumulating funds and has not been utilized for two years; currently maintaining a balance of
$116,000.00. Established as an avenue to promote Palm Desert's businesses, staff believes
that there is no better way to promote all Palm Desert businesses more thoroughly and equally
than through the City operated Visitor Center.
Staff recommends that City Council approve the placement of a billboard for the Visitor Center
on a one-year trial basis.
VISITOR
TE
ANAGER
SHEILA R. G LIGAN
ACM/COMMUNITY S ' VICES
dig
PAUL S. GIBSON
FINANCE DIRECTOR/CITY TREASURER
S L. ORTEGA
MANAGER
LAMA R
Advertising Strengths: WF) This location reaches traffic coming from Los Angeles, San Diego, Orange County,
Riverside, San Bernardino, Beaumont and Banning. This location is also a great local commuter artery as it resides
in the local commuter traffic pattern of the Palm Springs Market. This location has a tremendous amount of High
Traffic and is a Great location to reach both Locals and Tourists.
Panel: 2072
Media/Style: Permanent Bulletin/Regular
Market: PALM SPRINGS, CA.
Location: 1-10 SL 3.7 MI W/O RAMON RD
Facing/Read: West / Right
Copy Size: 14' 0" X 48' 0"
Vinyl Size: 15' 0" X 49' 0"
Illuminated: YES
DEC: 35160
Lat/Long: 33.84719 /-116.45572
Rate:
Current Advertiser:
Misc:
Vista Clino
Panaramz Park
'0 I uIPa ale°
. arnes Workman Middle School
805Ew;t, �GT i.F:riat ;, C•.tU.
Contact Lamar Advertising of Palm Springs
Physical Address: 3500 Tachevah Drive, Palm Springs, CA 92252
Mailing Address: 3500 Tachevah Drive, Pa(rn Springs; CA 92262
Phone:760-327-4500, Fax:760-327-4520