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HomeMy WebLinkAboutMinutes Marketing Committee-11-15-2005PALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, November 15, 2005 — 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: Emily Bird-Hrivnak, Co -Chair Norine Bowen, Chair Rick Darius Ric Mandelbaum Sara O'Flynn Ray Rodriguez Michael Shimer Staff/Others Present: Robert Spiegel, Councilmember Richard Kelly, Councilmember Sheila Gilligan, Asst. City Manager Kristy Kneiding, Marketing Manager Donna Gomez, VIC Manager Piper Close, Full Gallop Marketing Mike Osgood, Desert Willow Jane Brady, CVA Lori Wimbish, Recording Secretary III. ORAL COMMUNICATIONS Ms. Kneiding welcomed Councilmember Richard Kelly as Council Liaison to the Marketing Committee. IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF OCTOBER 18, 2005 Mr. Mandelbaum moved to, by Minute Motion, approve the minutes of the October 18, 2005, meeting. Motion was seconded by Mr. Rodriguez and carried 7-0. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 15, 2005 V. NEW BUSINESS A. PALM DESERT'S ART FOOD AND WINE EVENT TAMMY PEREZCHICA gave an overview of the event proposal. She said there was no event in Southern California or in the Western Southern Region of the United States that could compete or compare with the proposed Palm Desert Art Food and Wine Event. Ms. Perezchica would serve as the chairperson of the event, organize monthly meetings in order to track progress, and be the core communicator for sponsors and event organizers. She added that the minutes from the monthly meetings would be available to the Marketing Committee. Ms. Perezchica stated that sponsorships would be confirmed once the City approved the event proposal. She expected that sponsorships could be finalized in January 2006. Upon question by Councilmember Spiegel, Ms. Perezchica responded that a charity had not yet been chosen. The event committee discussed choosing a charity that would draw national celebrity chefs. She said it was still open for consideration. Upon question by Councilmember Spiegel, Ms. Perezchica responded that November 9-12, 2006, was Veteran's Day weekend and not typically a high convention month, and the dates had already been blocked for the hotel. She added that ballroom space would not be impacted by the event. Upon question by Councilmember Kelly, Ms. Perezchica responded that the annual Palm Desert Veteran's Day celebration would definitely be a part of the Palm Desert Art Food and Wine Event. She noted that since the Golf Cart Parade moved to January, the event committee thought it would be a good idea to have the event on a weekend that, for years, had a major event. The event committee also thought it would be a nice way to kick-off fall for those individuals returning to Palm Desert for the season. Ms. Kneiding noted that Veteran's Day was typically a three-day weekend. However, the point of the event was not to produce another local event, but to create one that would be attended by individuals who love food and wine, in the hopes of making this event part of their circuit. The event committee would welcome local support, and it anticipated that locals would participate; however, marketing for the event would target regional and national attendees. The event was also created to generate room nights throughout the City. Ms. Perezchica added that attendees of food and wine events were typically affluent enough that they follow the events and were not necessarily driven by holidays. She added that the event would also take advantage of the art program that would be installed at the Marriott. Mr. Mandelbaum stated that the food industry had a very strong tie to The City of Hope. That organization, called "The Circle of Hope," holds large events all over the country throughout the year. He said Bristol Farms markets also held a series of events with top chefs throughout the country and stocks some of the 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 15, 2005 finest wines in its stores. He suggested that Bristol Farms could be a good sponsor to pursue. Upon question by Councilmember Spiegel, Ms. Perezchica stated that the event committee looked to the City to be involved with the items that were listed on the proposal. Those items were as follows: 1) City of Palm Desert's name in the title of the event; 2) creation and management of the event website; 3) distribution of ticket sales through the Visitor Center; 4) development and distribution of all in - market collateral; 5) development and implementation of in -market advertising campaign during the event; 6) bear costs and management of public sector needs of El Paseo street closure event and trafficking needs of the Marriott Desert Springs grand tasting event. Ms. Perezchica stated that JW Marriott Desert Springs would be involved with the following items: 1) Commit a designee of the Marriott to be event chair; 2) be solely responsible for management and execution of participation requirements of Southern Wine & Spirits and other major sponsors; 3) provide 20 rooms for governing committee use in attracting celebrity chefs and major sponsorships; 4) bear costs associated with grand tasting event at Desert Springs. Mr. Mandelbaum moved to, by Minute Motion, approve staff recommendation and invest $100,000 to promote and produce the Palm Desert's Art Food and Wine Event. Motion was seconded by Mr. Shimer and carried 7-0. B. PALM SPRINGS DESERT RESORTS CVA Ms. Gilligan reported that City Council took action not to withdraw from the CVA but to give them notice. The City now had one year to determine the benefits of membership with the CVA. She stated that the City currently spends $1 million on internal marketing and almost $1 million with the CVA. She announced that Councilmember Spiegel became a part of the CVA Board that morning. Councilmember Spiegel noted that even though he became a Board member, he would not be able to vote. He said once the City gave its notice to withdraw, it lost its privilege to vote. He reported that Jeffrey Beckelman, the new Director of the CVA, was committed to meeting with all the cities and groups throughout the Coachella Valley. He distributed a handout that he received at the CVA meeting, which outlined Mr. Beckelman's ideas for the CVA. He stated that the CVA's name had been a source of contention for some time, so an alternative name was proposed, "California Desert Resorts." He was very enthusiastic about what was said at the Board meeting and felt it beneficial to the City if Mr. Beckelman continued to move in the direction he showed that morning. He stated that the CVA's total budget was a little over $5 million, and Palm Desert contributed 25% to that budget. Councilmember Spiegel reported that Mr. Beckelman was going to come up with a marketing plan in February 2006, which would be made available. He was certain that Mr. Beckelman would want to meet with Palm Desert representatives to learn about the City and evaluate the CVA benefit to Palm Desert in terms of marketing. 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 15, 2005 Ms. Gilligan thought the City worked diligently to reach a level of cooperation with the CVA, and she believed strides were made in that area. She noted that the Marketing Committee was responsible for establishing the Palm Desert name. City Council asked staff to meet with Westfield, El Paseo Business Association, and the hotels in order to obtain what benefit those businesses were getting as being part of the CVA. Staff would then submit a report to Council that was fair and sound. JANE BRADY reported that Mr. Beckelman was consumed with community outreach. As a result, the annual lunch would be moved to February 2006. Councilmember Spiegel requested that Mr. Beckelman be invited to the next Marketing Committee meeting. Upon question by Ms. Bowen, Ms. Gilligan responded that individual businesses could not be members of the CVA should the City vote to opt out of its membership. A discussion ensued regarding the cost of membership for businesses in the City. Mr. Rodriguez stated that the membership for businesses was a step system. He said that amount was between $150 and $500 per year. Ms. O'Flynn expressed frustration with the CVA regarding what benefits The Gardens received from its membership. The Gardens was linked to the CVA's website, but she did not believe that was a useful tool. There were separate opportunities to advertise in the Meeting Planner Guides and Ultimate Guide, but it was very expensive. She would like to see a change that would include becoming a member because of what it would provide, not because of being fearful of what they might lose. Mr. Shimer stated that Tommy Bahama's membership is around $495 per year, including both retail and restaurant. He said he receives convention updates quarterly from the CVA, which include the size of the group and contacts for each group. In the past seven years, two convention groups booked his entire building. He said those two groups have paid for several years of membership for Tommy Bahamas. Mr. Rodriguez said he was a member because he felt it was the right thing to do and he supports the events; however, it does cost him to participate. He believed the bigger member businesses received more benefits than the smaller members, but it may be part of the overall pool. A discussion was had regarding memberships of large retail stores and stores located at Westfield Palm Desert. Ms. Bowen expressed appreciation to Councilmember Spiegel for his passion for the Marketing Committee and keeping them informed on the CVA front. No action was taken. 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 15, 2005 C. POLO AND BALLOON FESTIVAL SPONSORSHIP Ms. Kneiding stated that Mr. Russell was out of the country and could not attend the meeting. She said the Polo and Balloon Festival was a fundraiser for the troops at 29 Palms Marine Corp Base. Upon question by Ms. Bowen, Ms. Kneiding responded that the City of Indio was listed as a sponsor. Upon question by Councilmember Spiegel, Ms. Kneiding stated that the City's name and logo would be on a balloon. Ms. Kneiding noted that the advertising exposure was probably not going to be great; however, festival funds were going to a good cause. Mr. Mandelbaum moved to, by Minute Motion, approve sponsorship of the Polo and Balloon Festival in the amount of $3,800. Motion was seconded by Mr. Darius and carried 7-0. VI. OLD BUSINESS None VII. REPORT ON CITY COUNCIL ACTION (S) Councilmember Kelly stated that he was looking forward to working with the Marketing Committee. Councilmember Spiegel announced that Palm Desert streets were numbered. Ms. Kneiding noted that the City's promotional materials would begin advertising that fact and that the City's monthly newsletter would advise the residents as well. Upon question by Mr. Mandelbaum, Councilmember Spiegel stated that the re -roofing of the Park & Recreation Center's building had not yet begun. Councilmember Spiegel stated that the tot lot in the park was finally completed. Councilmember Kelly noted that the Jackie Cochran Regional Airport was holding its Vintage Car Race and Air Show the weekend of November 19-20, 2005. Vlll. REPORTS AND REMARKS A. Chair Ms. Bowen welcomed Mr. Mandelbaum back from another successful surgery. B. Committee Members Ms. Bird-Hrivnak reminded Committee members of the Christmas tree lighting event at the Marriott on November 22, 2005, beginning at 5:30 p.m. 5 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 15, 2005 Ms. Bird-Hrivnak reported that the Marriott was remodeling. The atrium bar was eliminated, which allowed the Starbucks to be made into a larger store. The "grand opening" of the newly remodeled Starbucks would be the first or second week in December, and more remodeling plans would be rolled out in the coming weeks. Ms. O'Flynn stated that the Children's Miracle Network, in conjunction with the Marriott Vacation Club, would be at The Gardens on Thursday, November 17, 2005. Mix 100.5 will have a live feed in front of Banana Republic to encourage people to sign up for the torch relay on Friday, November 18, 2005. Mr. Darius announced that "Thoroughly Modern Millie" would begin its performance on November 22Id through Thanksgiving week, but no Thanksgiving Day performance. Upon question by Councilmember Spiegel, Mr. Darius stated that there were a few $500 tickets remaining for Barry Manilow's December 1, 2005, performance. C. Staff Ms. Kneiding reported that City Council approved sponsorship of "Fashion Week El Paseo" in the amount of $50,000. Ms. Kneiding reported that the community calendars were being printed and would be mailed out by December 15, 2005. Mr. Osgood reported that the Travel Channel would be at Desert Willow on December 8, 2005, to film its segment of "Unique Golf & Vacation Destinations." Mr. Osgood announced this Thursday, November 17, was Desert Willow's music night. He also noted that reservations for Thanksgiving dinner would begin Wednesday, November 16, 2005. IX. INFORMATIONAL ITEMS Visitor Information Center Activity Report Ms. Gomez stated that the number of visitors and merchandise sales were up and doing well. X. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 3:00 p.m. 6�4p�,- - �6,Aj-t-OA Lori WiAbish, Recording Secretary 0