HomeMy WebLinkAboutFunding 2007 Fashion Week El PaseoCITY OF PALM DESERT
COMMUNITY SERVICES
STAFF REPORT
REQUEST: Consideration of a request for funding for sponsorship of Fashion
Week El Paseo.
DATE: August 24, 2006
CONTENT: Fashion Week El Paseo Proposal
June 2006 Draft Marketing Minutes
Recommendation:
1) By Minute Motion, concur with the recommendation of the Marketing
Committee to sponsor the 2007 Fashion Week El Paseo event in the amount of
$100,000; plus in -kind services not to exceed $10,000; 2) appropriate $50,000
from the Unobligated General Fund.
Executive Summary:
City Council's approval of this request would result in Palm Desert being a title
sponsor of a second -year event that attracts visitors to El Paseo to shop and
celebrate the uniqueness of the shopping district.
Palm Springs Life (PSL) has requested $150,000 for the title sponsorship;
however, the same level of sponsorship is being offered for $100,000 plus in -kind
services not to exceed $10,000. Because the majority of the event takes place
during the week, in -kind services are not expected to exceed that amount.
Background:
PSL is once again spearheading this event with the support of the El Paseo
Business Association, and has submitted a request for City funding in the amount
of $150,000 for the title sponsorship of Fashion Week El Paseo. The event is
scheduled for March 18 — 26, 2007, which will take advantage of attendees and
media immediately following the Pacific Life Open and prior to the Kraft Nabisco
Championship. This year the event will begin on a Sunday to keep momentum of
visitors to the tennis tournament that ends the same day.
The first year's event, held last March, received positive feedback from the
merchants on El Paseo, as well as those attending the events. Several of the
stores along El Paseo broke sales records, including such stores as BBOne,
Between the Sheets, and Dot. Press coverage from the event also was far-
reaching.
With such a successful first year, the organizers are anticipating an increase in
participating stores, visitors, designers, and upscale shoppers. Organizers also
presented several ideas to improve upon last year's event including the potential
of two major fashion shows, one up-and-coming designer to kick off the week,
and one, more well-known designer to dose the event.
El Paseo and other merchants once again will be invited to participate by having
individual events at their retail location during that week. Attached is a daily
schedule of events that were held along El Paseo and in the main tent. Also
attached are a budget and list of marketing benefits included in the 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.
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. Building upon
last year's success, the event is anticipated to 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 $100,000 title sponsorship of the event. In
addition, staff recommends including in -kind services not to exceed $10,000.
As part of the 2006/07 budget process, staff included $50,000 in support of
Fashion Week (110-4416-414-3061). An additional $50,000 would need to be
appropriated from the Unobligated General Fund.
Submitted By:
Kristy Kne' ing
Marketing Manager
Approval:
Carlos L. Orteg
City Manager
Sheila R. Gillig
Assistant City Manager
TTY COUNCIL ANION; Paul Gibson
f DENiz�tor of Finance
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FASHION WEEK EL PASEOT"'
A Celebration of Fashion, Food, Art, Entertainment, Home &
Beauty
March 18 - 26, 2007
fashionweekelpaseo.com
palmspringslife.com
A Palm Springs Life event
A proposal for the City of Palm Desert
Rev. June 20, 2006 1
El Paseo - A World Class Shopping Avenue
"Treasures Every Step of the Way"
El Paseo offers so much more than a shopping experience in the
shadow of the magnificent San Jacinto Mountains. On El Paseo,
shoppers find more than 300 delightful discoveries, including
tempting day spas where the stresses of life can be soothed away
before or after lunch at one of the many excellent restaurants
and sidewalk cafes �hat dot the mile long enclave.
On Saturday evenings, from January through April, enjoy world
class jazz performances outdoors at The Gardens on E1 Paseo.
These intimate concerts draw some of the finest jazz musicians
in the world, and are the perfect appetizer before a delightful
El Paseo dinner.
In January, El Paseo becomes a national focus with its annual
Golf Cart Parade, a colorful and imaginative array of golf cart
floats that draw thousands of spectators each year.
On El Paseo, there are treasures every step of the way, and
that's certainly true in the more than 20 internationally
acclaimed art galleries that offer collectors, decorators and
art enthusiasts a wide selection of art forms from Western to
Asian antiquities, and everything in between. And from October
through May, experience the E1 Paseo Art Walk on the first
Thursday of every month. From 5:OOpm-9:OOpm, art lovers can
stroll the galleries and meet the artists first-hand, garnering
expert advice and consultation.
El Paseo offers courtesy carts that will pick up shoppers
anywhere along the avenue, taking them right to the door of
their next El Paseo shopping destination.
On El Paseo you will truly find treasures every step of the way.
Rev. June 20, 2006 2
E1 Paseo - In the Beginning
Smart from the start, EI Paseo blossomed into the epicenter of
desert elegance.
Cliff Henderson wasn't a dreamer. He was a visionary. How
else could you describe a man who, in 1946, purchased 1,700
arid acres, miles away from civilized Palm Springs, christened
it Palm Desert, and proceeded to lay out an imaginary town
with an upscale shopping district? Henderson's vision was so
crystal clear, he built the grand thoroughfare called E1 Paseo
and punctuated it with stately palm trees nearly a decade
before the avenue's first store opened for business.
We now refer to Henderson's 1,700 acres as South Palm Desert,
but in those days, his was the only Palm Desert - everything
north of Highway 111 was called Palm Village. Palm Desert
consisted of a few homesteads and lots and lots of sand. The
Shadow Mountain Club, another Henderson development, raised
the town's level of sophistication and quickly became its'
social center.
Hollywood, interestingly, played a big part in Palm Desert and
E1 Paseo's conception - just as it had in Palm Springs.
Henderson, a promoter and developer who built the Pan Pacific
Auditorium in Los Angeles, first visited the desert in 1945 as
the guest of radio ventriloquist Edgar Bergen. The creator of
Charlie McCarthy and father of Candice Bergen owned a ranch on
Portola Avenue across from where the Lincoln Elementary School
now stands.
Henderson was instantly smitten with the desert and almost
immediately began visualizing his dream city. Bing Crosby was
also an early resident of the fledgling town. His original
home is still here - now surrounded by Ironwood County Club.
A brilliant businessman, Crosby owned the first cable
television company here.
Edith Morre was another pioneer. She and her husband, Palm
Desert's first doctor, owned a 160-acre alfalfa ranch not far
from present day College of the Desert campus. Morre's
original desert store had been at the renowned Desert Inn in
Palm Springs. In 1960, she took a large leap of faith by
opening a chic dress shop in the middle of nowhere - the
second store ever on E1 Paseo. Only sandy lots surrounded the
Edith Morre dress shop and Ralph Deitz's gift shop.
Re�. J,u�e 20, 2006 3
Surprisingly, to everybody but Henderson, the store was an
immediate success. Initially, Morre sold only her own
designs, but she added other lines to keep up with demand.
Her elegant shop, which she sold more than 20 years ago, was a
harbinger of the upscale fashionable flavor of later E1 Paseo
establishments. The standard was set.
Henderson, who passed away in 1984 at the age of 88, lived to
see the first tangible results of his master plan for that
"smart" shopping district. But, we wonder if even the
possibly clairvoyant developer could have envisioned the
architectural stunning shopping and entertainment paradise
that is today's El Paseo.
{historical avenue photos}
Palm Springs Desert Resorts and the City of Palm Desert
Palm Springs Desert Resorts
The Palm Springs Desert Resorts is a relaxing and recreational
oasis in the Coachella Valley, surrounded by snow-capped
mountains and manicured golf courses. The Palm Springs Desert
Resorts is a scenic destination comprised of eight
distinctively charming desert resort cities in Riverside
County - Cathedral City, Desert Hot Springs, Indian Wells,
Indio, La Quinta, Palm Desert, Palm Springs and Rancho Mirage.
Year-round sunshine and world-class hotel and resort amenities
entertain 3 million visitors each year, including families,
newlyweds, seniors and singles.
The Palm Springs Desert Resorts is a mecca for golf, tennis,
and sunbathing, sporting 117 golf courses, more than 600
tennis courts and 30,000 swimming pools.
The recreational opportunities are endless. Travel by jeep,
covered wagon, or on foot through historic Palm Springs Indian
Canyons. Picnic by a peaceful running stream. Watch a polo
match or see the Valley from a hot air balloon. Plan a trip
to attend the many world-class events such as jazz, arts and
film festivals, the annual Golf Cart Parade or numerous
professional tennis and celebrity golf tournaments.
"Palm Desert is Paradise"
As the second largest city in the Coachella �lalley, Palm
Desert is the undisputed leader by cultural and economic
vitality. One of the eight cities that comprise the valley,
Palm Desert is not just another neighborhood community; it's a
destination - one that is rich with amenities for residents
Rev. June 20, 2006 4
and visitors alike. Palm Desert is the trendsetting pulse
point of the region.
The City of Palm Desert incorporated on November 26, 1973. It
is centrally located in the heart of the Coachella Valley in
southeastern Riverside County in California. Known as the
cultural, retail and educational heart of the desert
communities, the City is located 125 miles east of Los Angeles
and 15 miles east of Palm Springs.
Population: Permanent - 49,539
Seasonal Increase - 32,000+ (estimated)
2003 Taxable Sales: $1.3 billion
2003 Hotel Room Sales: $79 million
2003 Transient Occupancy Tax: $7.1 million
Average Age: 48
CZimate:
Sunshine - 350 days annually
Rainfall - 3.38 inches annually
Average temperature - January, High 70/Low 38; July, High
107/Low 77
Economic Impact:
Key Indust�ies - hospitality/tourism, service support, retail
trade
Resort Hotel Profile:
Hotels - 17
Hotels with Convention Facili�ies - Best Western Palm Desert
Resort, Comfort Suites, Courtyard, Embassy SuiteS, Fairfield
Inn, JW Marriott Desert Springs Resort & Spa, Residence Inn,
Shadow Mountain Resort
Retail:
Shopping centers and plazas -14
E1 Paseo Shopping District, including The Garden5 on E1 Paseo;
Westfield Shoppingtown Palm Desert; Desert Crossing; College
of the Desert's week-end Street Fair; countless specialty
boutiques along the Highway 111 corridor
Visiting Palm Desert
Whether you are traveling by car, airplane or train, you'l1
find Palm Desert easily accessible. Once you're here, you'l1
discover that Palm Desert is located in the heart of the
Rev. June 20, 2006 5
Coachella Valley, making
and play.
FASHION WEEK EL PASEOTM
A Celebration of Fashion,
Beauty
it convenient for you to shop, dine,
Food, Art, Entertainment, Home &
Fashion Week El Paseo'" showcases the moods and trends of the
moment, offering an eclectic snapshot of the best that this
world class shopping avenue has to offer. E1 Paseo merchants
host individual events at their retail locations during the
week. Up-and-coming designers make a special appearance with
a finale Fashion Show ending the week.
This week long event brings together fashion specialists from
around the world to present their latest creations via trunk
shows, trend forums and exhibitions. Fashion Week E1 Paseo�
showcases the latest in accessories, art, automotive, beauty,
fashion, food, interior design and home.
This event has been strategically sandwiched in between two of
the Coachella Valley's most prestigious events, (The Pacific
Life Open, world class tennis tournament, and the Kraft
Nabisco Championship, first major on the LPGA TOUR schedule)
in order to take advantage of the fans, players, media,
players and part-time residents patronizing these events.
Facts & Figures:
Pacific Life Open
March 5 - 18, 2007
• 270,453 fans attended the Pacific Life Open in 2006
• 300 media credentials were distributed (representing 20
nations)
Kraft Nabisco Championship
March 26 - April l, 2007
• Over 60,000 patrons attended the Kraft Nabisco Championship
in 2006
• 350 media were credentialed from around the world with a
heavy contingent of representatives from Japan, Korea, Mexico,
Germany, England and Sweden.
Rev. June 20, 2006 6
The Event
Palm Springs Life magazine invites you to embark with us and
experience this unique opportunity to participate in this
exceptional week. Together with Palm Springs Life, the E1
Paseo Merchants and the City of Palm Desert, a week long
celebration of fashion, food, art, entertainment, home and
beauty will take place on this world-class shopping avenue.
This extraordinary week will be chronicled throughout the
pages of Palm Springs Life, the El Paseo Catalogue, Palm
Desert magazine and on our dedicated Web site,
fashionweekelpaseo.com.
Fashion Week E1 Paseo'" 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 A much anticipated special four color program inserted
within the March issue of Palm Desert magazine, dedicated to
Fashion Week E1 PaseoT", our partners, sponsors and
advertisers. Total distribution 25,000. Premium positioning
opportunities available for sponsors.)
r An official media event to announce our Fashion Week E1
PaseoT°" partners .
➢ One week of special events, attracting an anticipated
100,000 visitors and up-scale shoppers.
➢ Nine months of promotion through print advertisements,
radio advertisements, media coverage, and our Web sites:
, and
The Benefits
Tremendous visibility: $250,000 of valuable media coverage -
radio, print and television - for the event.
On-site installation and display: Fashion Week E1 Paseo�"
offers opportunities for sponsors to integrate a wide variety
of products.
Editorial coverage: Full coverage in the special
section/program to run in the March 2007 issue of Palm Desert
Rev. June 20, 2006 7
magazine (25,000 copies). Along with our regular subscribers
and distribution outlets, this program will be distributed on
street during the week (10,000 overrun copies).
Bonus distribution: 10,000 reprints of the official program
will be distributed to attendees, hotel concierges and the
Palm Springs International Airport. The section will also
have an extended shelf life as a fashion/event resource.
Direct mail program: Palm Springs Life magazine, in
conjunction with the Pacific Life Open, the City of Palm
Desert, will host a direct mail campaign to targeted
subscribers and tournament supporters. Total direct mail
print run 100,000 (includes Palm Springs Life subscribers and
Palm Springs International Airport distribution).
Web links: Sponsors will be featured on a special page on the
Fashion Week El 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 El Paseo1M may
host custom events, such as customer appreciation cocktail
receptions/dinners, special promotions and fashion shows (Not
included in sponsor fee. Events/promotions are subject to
approval).
Tickets: Sponsors receive complimentary tickets to all
functions associated with Fashion Week El PaseoTM.
Rev. June 20, 2006 g
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 $250,000* is expected for Fashion Week El
PaseoT", including:
PRINT
Desert Magazine
Desert Post Weekly
E1 Paseo Catalogue
Kraft Nabisco Championship Official Tournament Program
Indio Sun
Official Fashion week E1 PaseoTM Program
Pacific Life Open Official Tournament Program
Palm Desert Chamber of Commerce Newsletter
Palm Desert Magazine
Palm Springs Life Magazine
The Bottom Line
The Desert Guide
The Desert Sun
The Press Enterprise
TravelHost Magazine
SSGNAGB
On Street banner program (U.S. Highway 74 to Portola)
U.S. Highway 111 and 74
U.S. Highway 111 and Portola
TSLBVISION
CBS 2 - Desert Television
KMIR TV6-NBC
KESQ-ABC
KDFX-Fox
"Your Money Show" with Shelly Karabell -(Time warner Cable)
"Valley Views" with Patti Daly Caruso -(Time Warner Cable)
ONLINS
cityofpalmdesert.com
elpaseocatalogue.com
fashionweekelpaseo.com
girlySwap.com
palm-desert.org
palmspringslife.com
RADIO
KDES
KJJZ
KPSI
KNWZ
KDGJ
KPLM
*Estimate based on 2006 event impressions listed above
Rev. June 20, 2006 9
The Organizers
The phrase "Palm Springs" itself connotes a lot more than
geography. It`s a metaphor for a lite 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
respansibility 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 47 years...
Event Staff
Chairpersons: Milton W. Jones
President
Desert Publications, Inc.
Franklin W. Jones
Vice President
Desert Publications, Inc.
Event Director: Kelly Thordsen
Palm Springs Life magazine
Partners
E1 Paseo Business Improvement District
For more information visit www.fashionweekelpaseo.com
Rev. June 20, 2006 1 0
The Program
Palm Springs Life magazine will produce a four-color program
dedicated to Fashion Week E1 Paseo'M, which will be bound within
the March 2007 issue of Pa1m Desert magazine. The program will
showcase the event and provide details on the daily activities.
The Fashion Week El Paseo'M program will then be reprinted
(10,000 copies) and distributed to visitors at the event
throughout the week.
Fashion Week E1 PaseoT" Official Program Distribution
Palm Desert Magazine 15,000
Single Copy Overruns 10,000
TOTAL DISTRIBUTION 25,000
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
PaseoTM, the special events and its' sponsors and build momentum
with regularly updated photographs and information, captur�ng
each stage of the event.
Throughout promotion of Fashion Week E1 Paseo'�, 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 logo placement
with a link to your home page.
The Suite of Desert Publications.com
The official Fashion Week El PaseoTM Web site.
is linked to
www.palmspringslife.com. With over 2,955,000 visitors in 2004,
Palmspringslife.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.*
Rev. June 20, 2006 1 1
Palmspringslife.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 Pa1m
Springs Life magazine, obtain detailed information about the
real estate market, check menus of restaurants and much more.
* Desert Pub2ications, Inc. 2004 web study
The E-Newsletter
Pa1m 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 13,000 monthly subscribers, Pa1m 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.
{PSL websites and e-newsletter examples}
Pa1m Springs Life Readers
Only one magazine covers the Palm Springs Desert Resorts and
having done so for over 46 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
$253,000 with an average net worth of $1,796,300. The average
age of our readers is sixty-three; 67% of our readers are
married; 88% are college educated; 35% have a household income
of $200,000 or more.*
Rev. June 20, 2006 12
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.
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 50
Watches
Men's 19
Women's 19
Apparel
Men's 76
Women's 80
Children's 26
* 2005 MRI study
Sponsorship Opportunities
When you showcase your brand during Fashion Week E1 PaseoT�, you
will be associated with all of Palm Springs Life magazine's
promotions for Fashion Week El PaseoT". 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 fashian to faod, interior design
to art, automotive and beauty.
Rev. June 20, 2006 1 3
Presenting Sponsor
(one opportunity available)
➢ Presenting sponsor recognition "Fashion Week E1 Paseo'" presented by
the City of Palm Desert"
➢ Cover three position or right-hand page advertisement E1 Paseo
Catalogue 2007/2008 edition (includes Pa1m Springs Life distribution)
➢ Full page, four color advertisement - premium position in official
program
r Logo as presenting sponsor on front cover of official program
➢ Editorial coverage in official program
i Logo exposure in official program
➢ One month exposure at Palm Springs International Airport via event
welcome banner and signage
➢ Nine month exposure (July 2006 - March 2007) promotional ad campaign
- Palm Springs Life
➢ Nine month exposure (July 2006 - March 2007) promotional ad campaign
- Desert Guide
➢ Three month promotional ad campaign (October 2006 - January 2007 -
March 2007) Pa1m Desert Magazine
➢ Access to Pa1m Sprinqs Life magazine subscriber database - 16,000
(One-time access. Does not include postage.)
➢ Web site exposure - logo on homepage and listing on sponsor page,
with hotlink to your company's Web site
➢ E-newsletter announcement March 2007
➢ Special Recap Section 2007 E1 Paseo Catalogue
r Exposure to 100,000 affluent customers through E1 Paseo Fashion Week"'
signage
i Logo inclusion in direct mail campaign (100,000 pieces)
i Logo inclusion - promotional ads
➢ Invitations for 25 to welcome reception/opening event
7 Invitations for 25 to finale party
i Invitations for 6 to exclusive on-street events during week
➢ Bonus distribution of official program to attendees (q. 10,000)
Presenting Sponsorship Invastmant
$150,000 and in-kind services, to include:
i Closure of Sage (or similar street)for the duration of Fashion Week
E1 Paseo'" for the purpose of erecting a tent to hold various events
>
➢
➢
➢
7
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
Ray. June 20, 2006 1 4
FASHION WEEK EL PASEO`�
A Celebration of Fashion, Food, Art, Sntertaizunent & Beauty
QUICK FACTS
Dates: March 18 - 26, 2007
Location: E1 Paseo Avenue
U.S. Highway 111 and MontereyiHighway 74 to
Portola
Palm Desert, California
Participating
Designers:
Venues:
Organizers:
tbd
The Sponsor Tent - Larkspur & El Paseo
Palm Springs Life magazine
E1 Paseo Business Improvement District
Contact: Kelly Thordsen
Desert Publications, Inc.
303 N. Indian Can�on Drive
Palm Springs, CA 92262
Tel: 760-325-2337 Fax: 760-325-4603
kelly@palmspringslife.com
Sponsors:
Official
Hotel: tbd
Web-Site:
Photo
Source:
fashionweekelpaseo.com
Desert Publications, Inc.
Rev. June 20, 2006 1 5
Fashion Week EI Paseo
Project BudgetPBL
March 2007
Fashion Show
Ticket Sales
I Tota! Revenues
Press 8 PR
Secunty
Facil�ties
On-Site Mgmnt & Labor
Show Production
Guest Travel & Accom.
Parking
Courier Services
MisC Exp
I Total Costs
I
lNet ProAt on Fashion Snow
Fashion Week Program
Ad Sales
I Total Revenues
Print, Paper, Binding
Postage
Freight
Distribution
Commissions
Staff Costs
I Total Costs
� Net Proflt on FW Proaram
Sponsorships
Sponsors
Total Revenues
Ad space
web site exposure
reCap edit Chg in 'O6/'07 ELP
Commissions
I roral cosrs
I
I�let Praflt on FW Snonsorshlps
55.000
$5, 000
$3,200
$2,000
$50,000
$6,000
$25,000
$3,000
$1,000
$200
$1,000
$91,400
i586.400)
Actual
$12,000
512,000
$10,500
5500
$500
$600
$1,200
$3.000
$16,300
154.3001
Actual
$100,000
$100,000
$38,000
S1,000
$1,000
s�o,000
550,000
350,000
Marketing & PromoUon
Materials (Print 8 Photo)
Direct Mail Piece
Creative
Postage
Total Mrktng & Promo
Direct Staff Costs
Staff Salanes
Payroll Taxes
Benefits
T&E
Fash�on Stylist
Misc Exp
Total Direct Staff Costs
Overheads
$5,000
$4,000
$1,000
$3,000
813,000
S 18,000
52,500
$1,000
3 � ,500
54,500
5500
$28,000
Occupancy � 1,000
Finance/HR g750
G8A 5500
IS Dep't $Spp
TotalOverheads $2,750
�
STREET-WIDE AND
SPECIAL EVENTS IN THE TENT
Thursday, March 23 -- Art Walk on EI Paseo: A second Art Walk in March! Includes Ef
Paseo's finest art galleries with artist receptions, special previews and more featuring the
latest in contemporary art trends to the classic masters and antiquities.
Time: 5 pm to 9 pm
lnfo: (877J 735-7273
Location: Street-wide at over20 gafleries; Courtesy Carts available!
Friday, March 24 -- Fashion Group International� of Palm Springs and Desert
Communities presents Spring/Summer 2006 Trend Overview. A panel discussion and slide
presentation of the Fashion Trends for Spring 2006. View the latest trends from Paris, New
York, Milan and London as the experts in the worid of fashion and trend forecasting
discuss which direction the designers are taking. This is an opportunity to find out what
motivates designers in the world of fashion and design. Panelists include, Rose Apodaca,
WWD - West coast Bureau chief, Barbara Night - director of Trends West; Paul Watson,
President of Architectural Interiors; Gerald Seibel, Vice Pres. and General Manager of LA
Mart. Panel Moderator - Ilse Metchek, Executive Director, California Fashion Association.
Proceeds benefit the Fashion Group International0 Scholarship Program.
Cost: $10 for Members/$15 for Guests/Reservations
$15 for Members/$25 for Guests/at Door
Time: 3 pm to 5 pm
lnfo: (800J 758-4633
Location: Event Tent, Larkspur and EI Paseo
Sunday, March 26 -- The Palm Springs Chapter of Les Dames d'Escoffier International and
Palm Springs Life, present the 7�h Annual "L'Affaire Chocolat." The chocolate lover's
extravaganza, to benefit the "Young Chef in the Making" Culinary Scholarship Fund will
take place in the sponsor tent.
Cost: $35 in advance; $40 at the door
Time: 2 pm to 5 pm
Info: 760-837-7180
Location: Event Tent; Larkspur and El Paseo
Sunday, March 26 - FINALE FASHION SHOW: FEATURING DESIGNER KEVAN HALL: Kevan
Hall presents his Spring 2006 Runway Collection. His designs have graced many
celebrities, such as Felicity Huffman, Debra Messing, First Lady Maria Shriver, Charlize
Theron and more. Kevan's fashions are the embodiment of sophistication, refinement
and meticulous craftsmanship. Profiled recently in Newsweek Magazine, Kevan Hall has
been a designer hailed as the one to watch for on the red carpet.
Cost: $35 in advance; $40 at the door
Time: 6:30 pm Tommy Bahama Cocktpil Recepfion
7:30 pm Fashion Show
Info: (760J 325-2333, ext 220 for tickets
Location: Event Tent; Larkspur and EI Paseo
6/20/200610:12 AM
�
WEEKLONG EVENTS
Shear Hair Design 8. Boutique welcomes everyone to stop in and register for a"Pamper
Yourself Package." Includes, hair color, cut & style, manicure, pedicure, eyebrow 8� lash
tint/shaping and $50 towards any hair or boutique items.
Tme: 8 am to 6 pm
Info: (760J 340-1377
Location: 73-896 E( Paseo
L'Affaire Boutique - Daily drawings for merchandise and gift certiiicates. Special Fashion
Week sale and informal modeling.
Time: 9:30 am fo 6 pm
Info: (760) 346-2477
Locafion: 73-890 EI Paseo
J. Russell Salon invites you to enjoy complimentary treatments each day from experts
representing Bumbfe & Bumble, icon and Sebastian fnternational. Each retail purchase
entitles you to one entry in the daily drawings for salon treatments including manicures,
pedicures and more. Drawings everyday during Fashion Week (need not be present to
win). Complimentary heatments are by appolntment only.
Time: 8:30 am to 5:30 pm
Info: (760) 341-4641
Location: 73-790 E1 Paseo
• TableTop Elegance presents Desert Icons. An exhibition featuring custom painted plates
from the desert's celebrity residents.
Time: 10 am to 6 pm
Info: (760J 674-9234
Location: 73-470 EI Paseo, #5
JOY! A maternity boutique presents the work of Vancouver photographer Kathryn
Langsford, whose specialty is arfful black and white portraiture of pregnancy, babies and
children. Register in-store during Fashion Week to win a sitting with Kathryn.
Time: 10 am to 6 pm
Info: (760J 773-5450
Location: 73-170 EI Paseo
. IRIS celebrates Fashion Week with daily art-to-wear trunk shows featuring designers Meg
Staley from Staley Gretzinger and Vitamin.
Time: l0 am to 6 pm
Info: (760) 346-1000
Location: 73-080 Ef Paseo
• DOT, at The Gardens on EI Paseo, cefebrates their S�h anniversary with daily trunk shows
featuring the latest in fashion by designers including, Nuala by Christy Turfington for Puma
Sport, Jeanne Maag, Paige Premium Denim, Drama evening and sporfswear and many
more. Refreshments and a drawing each day for a free outfit of your choice!
Time: ) 0 am to 7 pm
6/20/2006 10:12 AM
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Info: (760J 346-5825
Location: The Gardens on Ef Paseo, lower level
• Deluca Jewelers Sale-abration! Celebrating 59 years on EI Paseo with daily trunk shows,
buffet, and special auctions. Proceeds will benefit the auction winner's favorite charity.
Time: 10 am to 5 pm
Info: (760) 773-1763
Location: 73-655 E! Paseo, #F
Pink Club hosts a Cupcake Party every day! Shoppers will receive free cupcakes and
cookies. Register to win a$200 online shopping spree (one registration per person with
purchase).
Time: 10 am to 9 pm
Info: (760J 779-0919
Location: 73-130 EI Paseo, #H
• Canyon Road Collection - Join jewelry designer Michael Kneebone as he makes a
special appearance to premiere the Spring 2006 collection.
Time: 10 am to 5 pm
lnfo: (760J 776-4695
Location: 73-405 EI Paseo, Ste. 31A
• Earth Spirits - Join Earth Spirits for a weeklong event showcasing b of the country's
leading wearable artists. Hand-dyed silks, exotic fabrics, and hand woven fibers.
Time: ) 0 am to 7 am
Info: (760J 779-8766
Location: 73-130 EI Paseo
• Cafe Des Beaux-Arts: Daily luncheon Fashion Shows featuring Spring Fashions from EI
Paseo's finest merchants including Edith Morre, Nomads and many more.
7ime: Noon to 2 pm
Info: (760J 346-0669
Location: 73-640 EI Paseo
• Laser Express: Fashion Week specials including up to $100 off all procedures,
complimentary consultations, and 10% off all products including Jane Irerdale, Obagi,
Newport Pharmaceuticals, Synergy and much more.
Time: Noon fio 4 pm
Info: (760J 341-1300
Location: 73-655 EI Paseo, Ste., N
6/20/200610:12 AAQ
U
DAILY IN-STORE EVENTS
Mondav, March 20
• Spectacular Shades sip complementary champagne while previewing the latest in
eyewear fashion from Chanef, Bulgari, Judith Leiber, Cavaiili and many more.
Time: 9:30 am to 5:30 pm (six-day event)
Info: (760) 568-4500
Location: 73-910 EI Paseo
• BB One at the Gardens on EI Paseo presents the Michael Stars Trunk Show and
champagne brunch
Trme: 1 1 am to 1 pm
Info: (760J 836-3250
Location: The Gardens on EI Paseo, lower fevel
• Robert's Fine Shoes - Trunk show featuring Eric Javits Spring 2006 collection featuring hats,
handbags, and footwear. Refreshments served.
Time: 1 1 am to S pm (two-day event)
lnfo: (760J 340-2929
Loccrtion: 73-725 EI Paseo
. Democracy invites you to a Blue Willis trunk show previewing fall '06 fo� men and women.
Special guest appearance by Terri Blake of Blue Willis. Informal modeling.
Time: I 1 am to 2 pm
Info: f760J 674-9392
Location: 73-130A EI Paseo
. Tommy Bahama's Emporium -"RELAX" Trunk Show. Preview Tommy's newest brand
featuring special washes 8� treatments in ready-to-wear styles.
Time: 1 1 am to 7 pm
Info: (760J836-0288
Location: The Gardens on EI Paseo, lower level
• Sunoptics - Dolce & Gabbana sunglass trunk show
Time: Noon to 4 pm
lnfo: (760J340-1686
Locafion: 73-400 EI Paseo, #6
• Coldwater Creek celebrates the Susan G. Komen Breast Cancer Foundation's Race for
the CureO with a special fashion show, champagne and cake reception and a special
guest speaker from the foundation. 10% of all proceeds during the event will benefit the
Susan G. Komen Breast Cancer Foundation.
Time: 6 to 8 pm
Info: (760J346-1386
Location: 73-194 E{ Paseo, Ste. A
6/20/200610:12 AM
:�
Tuesdav, March 21
• Studio Dentistry presents Fashionable Smiles. First-time visitors wili receive a$100 gift card.
Come in and see how "we add life to smiles." Dr. Roberf Strain has over 30 years
experience in cosmetic and restorative dentistry.
Time: 9 am to 5 pm
Info: (760J 568-4257
Location: 73-260 EI Paseo
• Nomads of the Desert - Making fashion come together. Finding harmony within design
extremes. Come experience the new collection!
Time: 10 am to 5 pm
Info: (760) 341-8922
Location: 73-190 EI Paseo, Ste., 1
• Frasca Jewelers - Trunk show, the essence of Italian design by Stefan Hafner
Time: 10 am to S pm (two-day event)
Info: (760J 568-5848
Location: 73-560 EI Paseo
Tommy Bahama's Tropical Cafe -"Tommy's Tableside Tropical Tour" Interactive chef
demonstration, luncheon AND fashion show!
Cost: $35 per person (inclusiveJ, advance reservptions required
Time: I 1:30 am
lnfo: (760) 836-0188
Locafiion: The Gardens on EI Paseo, upper level
• Chico's - Spring trunk show with informal modeling and refreshments
rme: 10 am to 6 pm
Info: (760J 779- J 079
Location: 73-100 EI Paseo
Shear Hair Design & Boutique - Learn blow drying 8� styling techniques that you can
accomplish at home. Explore the latest hairstyles 8� colors that suit your face as well as
your life-style. Refreshments served.
Time: 6 pm to 8 pm
lnfo: (760J 340-1377
Location: 73-896 E! Paseo
Wednesday. March 22
• Escada invites you to a champagne soiree to celebrate the Spring/Summer 2006
coilection
Time: 10 am to 6 pm
Info: (760J 773-0025
Location: 73-81 1 EI Paseo
• Tommy Bahamas Emporium -"Island Soft" trunk show. Preview Tommy's luxury line
featuring the finest in cashmere and linen.
Time: 1 l am to 7 pm
6/20/2006 10:12 AM
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Info: (760J836-0288
Location: 7he Gardens on EI Paseo, lower level
von Wening Art- Custom oil portraits of the one you love. Meet the artist. Refreshments
served.
Time: 1 1 am to 3 pm
Info: (760J 340-671 1
Locafion: The Gardens on EI Paseo, lower level
• Dani C- Sip champagne whi{e previewing the Spring 8� Summer '06 collection
Time: Noon to 5 pm
Info: (760J 674-9299
Location: 73-400 EI Paseo, Ste., 7
Eleonore Austerer Gallery presents "The Queens Tea," a delightful afternoon tea party
and light luncheon with gallery owner Eleonore Austerer. You'll be surrounded by original
artwork including Picasso, Matisse 8� Miro. Hear a special lecture on "How to Select the
Right Art for Your Home." Portion of the proceeds to benefit Animal Samaritans, SPCA.
Cost: $25 per person, advance reservptions required
Tme: 1 pm to 3 pm
Info: (760J 346-3695
Location: 73-660 EI Paseo
Thursdav, March 23
• Frasca Jewelers - Trunk show, platinum & pink diamonds by Suna Brothers
Time: 10 am fio 5 pm (two-day event)
fnfo: (760J 568-5848
Location: 73-560 EI Paseo
• Leeds 8 Son invites you to a special showing of the Favero collection of beautiful and
arfistic gems.
Time: 10 am to 5 pm (three-day trunk showJ
lnfo: (760J 568-5266
Location: 73- ) 51 EI Paseo
• Troy presents the Kevan Hall trunk show. Sip champagne with designer to the stars,
Kevan Hall while previewing his latest fashions.
Time: 10 am to 5:30 pm (two-day trunk showl
Info: (760J 776- l 101
Location: 73-255 EI Paseo
• St. John Boutique - Spring has Sprung! Come in and experience the 2006 spring
collections. Informal modeling, refreshments and wardrobe appointments.
Time: 10 om to 6 pm
lnfo: (760J 568-5900(space is limited, odvance reservations requiredJ
Location: 73-061 EI Paseo
• Origins special Fashion Week complimentary skin care treatments
6/20/2006 10:12 AM
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Time: 10 am to 7 pm
Info: (760J 340-2931
Location: The Gardens on EI Paseo, lower level
• Tommy Bahama's Emporium - Women's Swimwear Trunk Show
17me: 1 l am fio 7 pm
Info: (760J 836-0288
Location: The Gardens on EI Paseo, lower level
• Sunoptics - Prada sunglass trunk show
Time: Noon to 4 pm
Info: (760) 340-1686
Locafion: 73-400 E! Paseo, #6
• Kreiss Coilection unveils the new Gatsby collection. Enjoy a wine and cheese reception!
Time: 1 pm to S pm
Info: (760) 837-3514
Location: 73-990 El Paseo, at Portola
• The Gardens on EI Paseo; Fabulous Fashion for Everyone! Fashion Show featuring The
Latest in fashion from the Gardens stores Including: Saks Fifth Avenue, DOT, Brooks
Brothers, BB One, Oilily, Tommy Bahama's and more!
7ime: 4 pm to 5:30 pm
lnfo: (760J 862- J 990
Location: The Gardens on El Paseo, center lawn
� Sabina Bach serves up drinks and a special event including up to 50% off of
merchandise.
rme: 4 pm to 8:30 pm
Info: (760J 862-9922
Location: 73-1 1 1 EI Paseo, Ste., 105 B
• A Gallery Fine Art celebrates "Shape and Color" minimal sculpture by Lori Cozan- Geller
as part of the famed Art Walk.
Time: S pm to 9 pm
Info: (760) 346-8885
Location: 73-956 EI Paseo
• Heather James Art 8 Antiquities unveils equestrian paintings from 19th Century French
painter, Alfred de Dreux. Enjoy a wine and cheese reception.
Fime: 5 to 9 pm
Info: (760J 346-8926
Location: 73-080 EI Paseo, Suite 5
• JOY! a maternffy boutique presents an in-store demonstration of Bella Body, a unique
service offered by The Well Spa at Miramonte Resort. Bella Body honors and preserves a
woman's beautiful fransformation during pregnancy with the creation of pn heirloom
sculpture. Register to win a certificate from The Well Spa.
6/20/2006 10:12 AM
X
Time: 6 pm
Info: (760J 773-5450
Location: 73-170 EI Paseo
X-RATED by Denise Roberge and Augusta The Denise Roberge Gallery and Augusta
Restaurant invite you to an "X-rated tour of the senses."
Time: 7 pm to 9 pm
Info: (760) 340-5045
Location: 73-995 EI Paseo
Fridav, March 24
• Origins - Self Health workshop
Time: 10 am to 8 pm
Info: (760) 340-2931
Locafion: The Gardens on EI Paseo, center lawn
Nicole - Meet Nicole in person as she introduces the latest designer collections from Le
Full, Save the Queen and Isabel De Pedro, right off of the European runways, especially
flown in for this event.
Time: 1 1 am to 5 pm (two-day eventJ
Info: (760J 341-6729
Location: 73-130 EI Paseo, Ste., C
• Sunoptics - Dior sunglass trunk show.
Time: Noon to 4 pm
Info: (760J340-1686
Location: 73-400 E! Paseo, #6
Subtle Tones at The Gardens on EI Paseo presents "Step into Spring," informal modeling
featuring many wonderful fashions and accessories. Refreshments served, and special
discounts on a selection of the fashions.
Time: 1 pm to 4 pm
info: (760J 346-9652
Location: The Gardens on EI Paseo, lower level
• Between the Sheets hosts a designer trunk show with home fashion designer Susan Unger.
Trme: 2 pm to 6 pm
Info: (760) 779-8500
Location: The Gardens on EI Paseo, lower level
Carla Embellishments, at The Gardens on EI Paseo, presents the Missoni Home fashions --
fabulous Italian bedding, bath, and beach - trunk show. Cocktails and hors d'oeuvres
will be served.
Trme: - 4 pm to 8 pm
Info: (760)776-4125
Location: The Gardens on EI Paseo, lower level
Saturday. March 25
6/20/200610:12 AM
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• Origins - 3�d Annual Spa Day! Complimentary spa services including serenity mini facials,
foot reflexology and peace of mind de-stressing treatments.
Time: 10 am to 3 pm
Info: (760) 340-2931
Location: The Gardens on EI Paseo, center lawn
• Chapmans Fine Menswear presents the Zanella and St. Croix Trunk Shows
Time: l0 am to 4 pm
Info: (760J 340-1443
Location: 73-740 El Paseo
• She She - presents the Rachel Pally trunk show.
Time: 3 pm to 7 pm
Info: (760) 779-0417
Locafiion: 73-061 EI Paseo, Ste. 2
• Heiress presents a fashion show and tea party hosted by Tinkerbell and Hello Kitty.
Time: 10 am to 6 pm
Info: (760J 766-8252
Location: 73-260 EI Paseo, Sfie. 1 C
• Aveda hosts an in-store fashion show and make-up event with make-up artists and hair
stylists.
Time: 10 am to 7 pm
lnfo: (760J 776-6762
Location: The Gardens on EI Paseo, lower level
• B.G's Eclectic presents the Von Saken trunk show! Meet representatives while previewing
the 2006 collections.
Time: Noon to 4 pm
Info: (760J 779-9947
Location: 73-130 EI Paseo, Ste. I
• Fe Zandi Haute Couture hosts informal modeling and complimentary champagne.
Time: 1 pm to 5 pm
Info: (760J 776-6100
Location: 73- i 1 1 EI Paseo, # 1 OSA
• Furrari Furs invites you to drop by our champagne open house to view the spring fashions
and accessories.
Time: 2 pm to 6 pm
Inio: (760J 568-4010
Location: 73-425 EI Paseo, #24A
• Coda Gallery presents the David Dornan art exhibition with fine wine and hors d'oeuvre.
Artist will be present.
Time: 2 pm to 6 pm
Info: (760) 346-4661
6/20/200610:12 AM
J
Location: 73-151 El Paseo, #B
The Gardens on EI Paseo Annual Wine & Music Series: Wine 8� Cheese Reception and live
concert on center lawn in front of Saks Fifth Avenue: Entertainment by Cynthia Manley,
benefiting Women Leaders Forum of the Coachella Valley scholarship programs.
Cost: $10 benefifiing Women Leaders Forum of the Coachella Valley (fiickefis on
sale night of the event only)
Time: Wine and Cheese Recepfion - 5:30 to 6 pm;
Live Concerf - 6 to 7 pm
lnfo: (760J 862-1990
Locatron: The Gardens on E! Paseo, center lawn
6/20/200610:12 AM
PALM DESERT
PALM DESERT MARKETING COMMITTEE
PRELIMINARY MINUTES
Tuesday, June 27, 2006 — 2:00 p.m.
Administrative Conference Room
I. CALL TO ORDER
Chairwoman Bowen called the meeting to order at 2:00 p.m.
II. ROLL CALL
Members Present: Members Absent:
Norine Bowen, Chair Ric Mandelbaum
Rick Darius
Emily Bird-Hrivnak
Sara O'Flynn
Ray Rodriguez
Michael Shimer, Vice -Chair
Staff/Others Present:
Robert Spiegel, Councilmember
Richard Kelly, Mayor Pro Tempore
Sheila Gilligan, Assistant City Manager
Kristy Kneiding, Marketing Manager
Donna Gomez, Visitor Center Manager
Piper Close, Full Gallop Marketing
Mike Osgood, Desert Willow
Lori Wimbish, Recording Secretary
III. ORAL COMMUNICATIONS
None
IV. CONSENT CALENDAR
A. MINUTES OF THE MEETING OF MAY 16, 2006
Mr. Rodriguez moved to, by Minute Motion, approve the minutes of the May 16,
2006, meeting. Motion was seconded by Mr. Shimer and carried 6-0.
V. NEW BUSINESS
A. GOLF CART PARADE FUNDING
ROB BALLEW, Chair of the 2007 Palm Desert Golf Cart Parade, narrated a
PowerPoint presentation that included statistics on the increase in spectators,
entrants, and costs associated therein.
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JUNE 27, 2006
Upon question by Mr. Shimer, Mr. Ballew responded that entrants were charged
a nominal fee, and requests for donations and sponsorships would also be
pursued.
Upon question by Mr. Shimer, Ms. Kneiding stated that the Golf Channel had run
an on-line video stream of the Parade; however, that was not an annual
occurrence. The City's donation last year was $10,000, and the Chamber uses
those funds however it deems appropriate to promote the event.
SUSIE HARVEY stated that the Chamber of Commerce was responsible for all
parade publicity.
Mr. Rodriguez was excited about the ideas presented by Mr. Ballew. The Parade
was very well attended last year, and the amount of publicity generated for Palm
Desert was tremendous. The amount of hours worked by each volunteer speaks
to the commitment from the community. He enthusiastically endorsed Parade
Charities, Inc.'s request for additional funds from the City.
Mr. Shimer was in agreement with Mr. Rodriguez. He believed the Parade would
continue to build a name for Palm Desert, and he would support the $35,000
request by Parade Charities, Inc.
Ms. Kneiding stated that the Committee's recommendation would go before City
Council at its August 24, 2006, meeting.
Mr. Shimer moved to, by Minute Motion, approve an increase of the City's donation to
the Golf Cart Parade in the amount of $35,000. Motion was seconded by Mr. Rodriguez and
carried 6-0.
B. FASHION WEEK EL PASEO
KELLY THORDSON, Director of Special Events for Palm Springs Life Magazine,
addressed the Committee. She recapped Fashion Week El Paseo 2006. Last
year's event was more successful than anticipated. The increase of merchant
sales was 80%, and the event raised $10,000 for local charities.
The 2007 Sponsorship packet was distributed to the Committee. The date for
Fashion Week El Paseo will be to March 18-26, 2007, coinciding with the Pacific
Life Open, March 5-18, 2007, and the Kraft Nabisco Championship, March 26 —
April 1, 2007. Media exposure would include 25,000 Fashion Week El Paseo
programs bound in the March 2007 issues of Palm Springs Life. Every ticket
holder for the Pacific Life Open and Kraft Nabisco Championship would receive
the program, and mailers would go out to all Palm Desert residents. The
programs would also be available at establishments on El Paseo.
Ms. Thordsen requested $150,000 from the City to be the Presenting Sponsor,
which would include the City's logo on all collateral materials. American Express
was approached to be the Title Sponsor in the amount of $300,000, which was
decreased from last year's request of $500,000. At the time of this meeting, that
sponsorship was not finalized.
2
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JUNE 27, 2006
She reported that the signature fashion designer was very well received. A
suggestion was made to include two signature designers for Fashion Week El
Paseo 2007. The cost associated with one signature designer was $60,000; it
would take additional funding to support two signature designers.
Upon question by Ms. Gilligan, Mr. Shimer responded that the El Paseo Business
Association spent $9,000 from its marketing budget on Fashion Week El Paseo.
Ms. O'Flynn stated that some merchants were hesitant to get involved, but those
that chose to participate felt it had value.
Ms. Kneiding commented that from staffs perspective, it was an extremely
successful first year event.
Mr. Rodriguez agreed with Ms. Kneiding's comment.
Ms. Bowen believed that the $50,000 that was recommended by staff, albeit very
generous, had to go up. She would not be hesitant to recommend the $150,000
requested by the applicant.
Mr. Rodriguez said he could support $100,000.
Upon question by Ms. Gilligan, Ms. Thordsen responded that she was not in a
position to affirm that the City would receive Presenting Sponsor with a $100,000
donation. She would speak with Mr. Jones and report back to Ms. Gilligan.
Ms. Gilligan requested that Ms. Thordsen have that information available for staff
before the August 24, 2006, Council meeting.
Mr. Rodriguez modified his motion to include the contingency that the City
receives the Presenting Sponsorship that was offered at $150,000.
Mr. Rodriguez moved to, by Minute Motion, approve $100,000 City sponsorship for
Fashion Week El Paseo, contingent on the City receiving the "Presenting Sponsorship" offered
at $150,000. Motion was seconded by Ms. Bird-Hrivnak and carried 6-0.
VI. OLD BUSINESS
None
VII. CONTINUED BUSINESS
None
Vill. REPORT ON CITY COUNCIL ACTION (S)
Mayor Pro Tempore Kelly announced the resignation of Councilmember Buford Crites.
3
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JUNE 27, 2006
IX. REPORTS AND REMARKS
A. Chair
Ms. Bowen announced that Macy's had fully relocated to the vacant Robinson's
May building. New York & Co. was also now open.
B. Committee Members
Ms. O'Flynn reported that Quicksilver was coming to El Paseo in the fall.
The Gardens were partnering with four non-profit charities to host Friday night at
the movies in July. The reception will begin at 7:30 p.m. and the movie at 8 p.m.
Misting fans, fresh fruit, and lemonade will be available to moviegoers. The lawn
area could accommodate 360 people.
C. Staff
Ms. Kneiding announced that the City was accepting ATHENA Award nominee
applications until July 28, 2006.
The 4"' of July celebration will feature Steve Madaio at 7:15 p.m. and fireworks at
9 P.M.
A copy of "Art in Architecture" was distributed to the Committee for their purview.
The book was a collaborative effort between the City's Public Arts Manager,
Richard Twedt, and Piper Close. The book will be sold at the Visitor Center.
Advertisements for The Art of Food & Wine Festival began running in Los
Angeles Magazine. Other cities included in the advertisement run were Seattle,
Denver, Portland, and Dallas. She encouraged the Committee to view the Art of
Food & Wine Festival's website.
Ms. Close announced that "Pink Martini" would be performing at the Art of Food
& Wine Festival.
Ms. Kneiding announced that City Council approved the Committee's budget for
fiscal year 2006-07, as well as Full Gallop Marketing's contract.
The City Council withdrew its Withdrawal Notice from the CVA. City Council
suggested that staff put together a marketing plan, to include an extra $200,000,
for its review. The Marketing Committee would review the plan prior to City
Council.
Ms. Kneiding reported that the Committee will meet in July, but August would be
dark.
4
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JUNE 27, 2006
X. INFORMATIONAL ITEMS
Visitor Center Activity Report
Ms. Gomez reported that the Visitor Center was doing well, with good
traffic on the website. Sales were up, which included a summer sale.
Exterior signage seemed to be working well.
XI. ADJOURNMENT
With Committee concurrence, the meeting was adjourned at 3:40 p.m.
Lori Wimbish, Recording Secretary
5