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Home My WebLink AboutC23410A - Art of Food & WineContract No. C2341v ...L CITY OF PALM DESERT COMMUNITY SERVICES STAFF REPORT REQUEST: Enter into an agreement with Full Gallop Marketing in the amount of $25,000 for marketing and event coordination for Art of Food & Wine. DATE: March 23, 2006 CONTENT: Proposal, Event Outline and Budget Recommendation: By Minute Motion, concur with staff recommendation and enter into an agreement with Full Gallop Marketing Communications in the amount of $25,000 for advertising and event coordination for the Art of Food & Wine, and authorize the Mayor to execute the agreement on behalf of the City. Executive Summary: Piper Close of Full Gallop Marketing has played a pivotal role in assisting the development and maintenance of Palm Desert's image. In trying to establish a signature event, it's imperative that the event, as a whole, be reflective of Palm Desert. Ms. Close has proven experience in representing Palm Desert, as well as organizing several successful City events. As stated in her proposal, Ms. Close will continue to conduct market research in the arena of food and wine festival and create and establish an image for Palm Desert's Art of Food & Wine event. She also will develop and implement a marketing plan that includes various promotional opportunities, as well as advertising design, placement and purchasing. She will work directly with the program publisher to ensure a quality piece is developed. Additionally, Ms. Close will oversee the coordination of a golf tournament at Desert Willow and organize and produce a unique evening concert on the Desert Willow driving range. To date, Ms. Close has already spent countless hours creating an event logo and developing an event script and detailed budget, which are attached. In addition, work has already begun in developing a promotional illustration and image for the event. Staff feels it is in the City's best interest to retain her expertise for the Art of Food & Wine. Background: In December 2005, City Council appropriated $100,000 for start-up costs and advertising and promotion of the Art of Food & Wine event. As mentioned at that time, Piper Close of Full Gallop Marketing was approached to assist with the advertising and promotion of the event, as an extension of her current contract with the City. Attached please find a copy of the proposal submitted by Full Gallop Marketing. Now that the event planning is well underway, the City of Palm Desert has been and continues to rely heavily on the expertise of Ms. Close in marketing and event organization capacities. Ms. Close has proven experience in producing large-scale events. In addition to advertising services, Ms. Close, under the direction of the City, is organizing the Friday events, which include a golf tournament at Desert Willow Golf Resort and "Moonlight Marinade," a concert featuring unique entertainment to be held at the Desert Willow Driving Range. The financial arrangement with Full Gallop Marketing has been mutually beneficial with the City paying no mark-ups or commissions. In this agreement, the fee structure is similar. It includes all media planning and placement with no commissions, plus a flat fee for event organization, for a total of $25,000. Funds are available in account number 110-4417-414-3222. Submitted By: 4 1, �_ Xn, w,,r, Kristy KtWding 0 Marketing Manager Approv I: Carlos L. OrWga City Manager Sheila R. Gilligan Assistant City Ma Paul Gibson Director of Finance MARKETING COMMUNICATIONS, INC. 1 21 6 SANDPIPER PALM DESERT, CA 92260 T: 760.s68.9744 F: 760.s6a.97a4 C: 760.B31.1449 E: PIPERCLOSECCDMAC.COM Proposal The inaugural Palm Desert Art of Food and Wine Festival will take place November 9 — 12, 2006. As the title sponsor, the City of Palm Desert will support the event with a $100,000 marketing budget. In order to establish the look and feel of the event in keeping with the Palm Desert image, Full Gallop Marketing is proposing to manage the marketing of the event and assist with the organization of the Friday golf tournament and concert on behalf of the City of Palm Desert. Scope of Work Event Organization The overall event is being managed by a volunteer committee comprised of the initial sponsors: City of Palm Desert, Desert Springs J.W. Marriott Resort and Spa, and Southern Wine and Spirits. At the request of the City of Palm Desert, FGM has been attending meetings as a source of experience for planning, operations, logistics, and budgeting of an event spanning multiple days and venues in order to avoid problems that may arise in organizing such an ambitious event in a short period of time. FGM will continue to be involved in meetings and to represent the City's best interests through November 2006. Additionally, FGM has presented preliminary event scripts and budgets (attached) for the Friday golf tournament and evening concert. Market Research The festival is intended to market Palm Desert and its businesses by bringing people into the area for a fun, three-day, national holiday weekend that falls during the Valley's shoulder tourism season. The Art of Food and Wine festival will spotlight Palm Desert's public art program, restaurants, and shopping while filling hotel rooms. This type of festival is popular throughout the United Sates, but none has been produced in southern California to the degree of success that has been seen in other parts of the country. Such festivals attract a high demographic, and our media advertising will work to target them. FGM has and will continue to research and study other festivals to determine the publications that target the markets we want to attract. Image FGM has worked with a graphic designer to create a type solution logo. A print campaign and illustration for the image that will anchor the collateral materials and advertising of the event are currently in production. Additionally, FGM has assisted in soliciting a publisher, via an RFP, for the official event program and participated with staff and committee members in the presentations to select the program producer/publisher. FGM will work with that publisher to direct content, potential advertisers and sponsors, and supply photos and copy for editorial and advertorial pieces. Media Plan and Buys A media plan and budget will be created in the same style and format as used for the City's Marketing Committee. All negotiations for advertising buys and trades will be made with insertion orders sent to media, and requests for purchase orders will be provided to staff for accounting. Fees The fee for image development and media planning and placement is $15,000. In addition, FGM will charge $10,000 for event organization, for a total agreement of $25,000. Submitted by: Accepted by: CITY OF PALM DESERT Piper Close Jim Ferguson, Mayor Date The Art Of Food & Wine Friday, November 10, 2006 Golf Tournament Event Details o Desert Willow Golf Resort Firecliff Course 0 10:00 am Shotgun Start 124 Players o Shamble Format (2-ball score) o Buffet Breakfast at 8:00 am-$22pp inclusive o Registration at 8:00 am o General Cost is $375 per person o To play with Celebrity Chef $750pp (4 Spots) Golf Tournament includes: o 18-holes of golf on Firecliff- $21,600 o Range Balls, Golf Cart, names on carts and scoring o Hole sponsor usage at no cost o Valet Parking for all participants o Jet Blue Challenge Hole in One Insurance (includes (2) Airline Tickets) = $850 Tee -Prize at Registration o Leather bag - $40 estimated cost = $5,120 o Magazines (92260, PSL, Wine and Cigar and Planner Guide) -donated o Cigars- (Sponsor donation) o Bottle of Wine- (Sponsor donation) o Custom Shirt and Hat Combo - $35 estimated cost = $4,480 o Corkscrew -donated o Golf Balls by Titleist - $10(sleeve Awards o (4) First Place - $100 each = $400 Big Etched wine glass o (4) Second Place - $75 each = $300 Medium Etched wine glass o (4) Third Place - $50 each= $200 Small Etched Wine Glass o Men's and Ladies Closest to Pin - $50 each = $100 TBD o Men's and Ladies Long Drive - $50 each = $100 TBD Food Vendors on Course o Sponsors or Mb vendors will be responsible for their own set-up and breakdown o Few holes have electricity the other will need to bring generators o Trash removal by sponsor or vendor PACKAGE PRICE to Desert Willow is $290 un o Golf Tournament Section o Breakfast o Leather Bag, Golf Balls and Shirt and Hat Combo o Tee -Prizes and Awards November 10 Rough Script 6:00 AM DW Staff Course set up 8:00 AM DW Staff Buffet Breakfast Registration Driving Range Practice Tourney Vendors Set f & b stations on holes 10:00 AM DW Staff Shotgun Start Production Crew Set Stage, sound, lights Rental Company Set Tents, tables and chairs 2:00 PM Volunteers Cone and rope parking WM Set People Pleasers, recycle bins Prosser Piano Delivery of Grand Piano City Deliver Courtesy Carts Florist Delivery of flowers Food vendors equip food stations Security Standing guard at all tents and equipment 3:00 PM Musicians Sound check 4:00 PM DW Staff Present Awards and Trophies 5:00 PM Players leave Event Coordinatc Volunteer meeting Vendors/Sponsor Staff tents 6:00 PM DW Staff/volunte Venue Gates Open for Concert Volunteers Suttle VIP parkers to venue Volunteers Check Credentials 6:15 PM Emcee Welcome, Promotes all aspects of festival Schedule overview, how to buy tickets 6:30 PM Emcee Introduces Warm Up act - local Chris Compton? Chris Compton Performs 7:30 PM Emcee Repeats Saturday and Sunday Schcedule, Promotes buying tickets Introduces entertainment - Pink Martini 7:45 PM Pink Martini Performs90 minute show 9:00 PM Encores and conclusion Volunteers shuttle VIP parkers, Direct traffic for festival parking 9:30 PM Production Crew Strike stage Rental Company Strike tents Volunteers Pick up Grounds Volunteer Staffir Approximately 50 volunteers needed Parking 10 - COPS ? (Citizen's on Patrol) Shuttle Drivers 6 Security 6 - 2 per VIP tent 16 - 2 per vendor tent checking credentials Front Gate 6 - checking credentials Clean Up all The Art of Food & Wine Desert Willow Golf Resort Golf Tournament and Moonlight Marinade Concert Proiected Revenue Sponsorships Tickets 3 Concert Platinum VIP Sponsors a@$50,000 150,000.00 Presentinq Sponsorship Tournament 60,000.00 Presenting Sponsorship Concert 40,000.00 250,000.001 Golf Spots 116 @ $375 (3 4somes are Sponsor Packages) 43,500.00 4 @ $750 (Celebrity Chefs) 3,000.00 46,500.001 Concert 124 ) $75 (golfers) 9,300.00 400 6 $125.00 50,000.00 750 6$65.00 48,750.00 108,050.001 Total Revenue 1 355,800.001 Proiected Expenses Golf Tournament (128 players) Golf Course 21,600.00 Buffet Breakfast ($22 pp) 2,816.00 Hole in One Insurance 850.00 Tee Prize Travel Baq ($40 pp) 5,120.00 Event Loqoed Shirt, Hat, Balls ($45 pp) 5,760.00 Awards 1,000.00 37,146.001 $290 net cost pp 3 Concert Sponsors (Vodka, Wine, Beer) Tent and public set up 50 guests 3 sided Canopy - fencing 2,500.00 liqhts 800.00 furniture 700.00 dishes/glassware j 600.00 linens I 250.00 flowers I 500.00 si na a 200.00 heaters 150.00 security l 2,500.00 8,200.00 31,500.00 1 8 Food and Beverage Vendor Tents 3 sided Canopy 1,500.00 lights 300.00 kitchen 1,500.00 furniture 150.00 heaters 75.00 3,525.00 28,200.001 Concert Expenses Entertainment (Pink Martini) 25,000.00 Warm Up Act - Chris Compton 3,000.00 Stage, sound back line, booking fee 30,000.00 15 rooms and one meal per person 3,000.00 Sanitation and Recycling Bins 750.00 Tables/Linens (750) 1,500.00 Chairs 1,500.00 64,750.001 161,596.001