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Home My WebLink AboutFunding Da Vinci Experience ExhibitionMEETING DATE___ J — CONTINUED TO ❑ PASSED TO 2ND READING CITY OF PALM DESERT COMMUNITY SERVICES STAFF REPORT REQUEST: Consideration of a request for funding of the Da Vinci Experience Exhibition. DATE: October 12, 2006 CONTENT: Da Vinci Experience Proposal September 2006 Draft Marketing Minutes Recommendation: By Minute Motion, concur with the recommendation of the Marketing Committee and deny sponsorship of the Da Vinci Experience. Executive Summary: Organizers of the Da Vinci Experience requested City funding in the amount of $60,000. The exhibit will be on display November 2006 through March 2007 at the Palm Springs Air Museum. Organizers believe with the continuing interest in Leonardo da Vinci, this exhibit will attract local, regional, and national attention. They anticipate at least 150,000 visitors and up to 15,000 room nights over the 138-days of the exhibition with an economic impact estimated at $1.8 million. While this is an interesting and educational exhibit, staff feels the majority of the room nights and additional spending in restaurants and stores will be primarily in the Palm Springs area, close to the exhibit location at the Palm Springs Air Museum. Additionally, staff believes that many of the visitors will make this a "day trip" and will not stay over night. Therefore, staff is recommending denial of this sponsorship opportunity. Background: Attached please find a request for City funding in the amount of $60,000 for sponsorship of The Da Vinci Experience, along with other pertinent information about the exhibit. Mr. Michael Mathews and representatives from the Air Museum made a presentation to the Marketing Committee that subsequently denied the opportunity. The exhibit, coming to Palm Springs and Sacramento, features replicas of the machines that Da Vinci described and designed in his notebooks. After being on display at private museums in Italy, they became available as a traveling exhibition. Of the 80 available, 61 machines will be display. Of those, ten are full- sized replicas, 25 are interactive, and another five can be individually demonstrated. As a sponsor, the City of Palm Desert will receive the following benefits: • Title sponsor designation for one of three galleries • Logo on print advertisements and collateral materials • Mentions in public relations efforts • Link from their website to ours • Exhibit signage in the Museum • Prominent signage at the entrance to selected gallery • 200 tickets to the exhibit As stated above, staff believes this exhibit will attract a large number of one -day visitors, and those spending the night will primarily stay closer to the exhibit location in the Palm Springs area. Therefore, staff is recommending denial of this sponsorship opportunity. Submitted By: Kristy Kne(ding Marketing Manager Approval. Carlos L. Ort City Manager Sheila R. GiUt'gan Assistant City Mana Paul Gibson Director of Finance 3. itW, P 9 " 1 T T 4 f _ C It has Only been in the Iasi 00 yeaas or so that Leonardo 0a Vinci's exceptional talents and broad interests have been widely recognized. The discovery of additional collections of Isis notes and sketches have added to our understanding of this man as the supreme example: of a Renaissance Dian — at once a brilliant artist. architect, designer, engineer, philosopher, and scientist 0a Vinci learned to use are, anatomy, botany, geolcgy, rr,atheiriatics. and physics to improve his owit ideas and skills. The recent grave ui interest in Leonardo Da Vinci. sparked by Dan Drovan's phenomenally successful [took, The On Vinci Cade, has occurred long after a group of scholars, craftsmen, and artisans in Rorence had begun work on replicating the various machines that Ito had described and designed in his notebooks. The Florentine group t ventltaliy put the rmphcaz on display m private museums in Italy and ahnuv a near ago decided to ariake the replic:,s ;jvq -able in a traveling exhibition_ It is with a great deal of pleasure that we invite the City of Palm Desert to join us as a Gallery Title Sponsor of the most important cultural experience that has come to the Coachella Valley — The Da Vinci Experience at the Palm Springs Air Museum. The machines to be displayed in the Palm Springs exhibit were first displayed between November 2005 and March 2006 in the War Memorial Museum in Auckland, New Zealand. They had expected a total of 30,000 visitors, but ended up hosting more than 100,000. We based our budget and anticipated profit on attendance of some 56,000, long before news of the exhibit leaked to the Desert Sun and before we conducted briefings among area organizations. Based on the kind of support we have already received From Valley groups as well as private businesses, we began ordering and planning to store items for the gift store on the assumption that 150,000 people could well pass through the store. The Da Vinci Experience exhibit is under the control of a California limited liability company. The budget in the Investment Memorandum used to attract investors calls for a total of $475,000 to be spent on mounting the display including $125,000 to lease and install the machines; $75,000 to section off, provide special decoration, and mount the display in the B-17 hangar; $165,000 for media advertising, word of mouth programs, public relations, direct marketing, and promotional events; $104,000 for travel, expenses, fees, contracts, and wages to individuals involved in bringing the exhibit to fruition, with the balance as a contingency. In addition, the Palm Springs Air Museum will be spending a very substantial amount to make this exhibit a world call event. a We seek to gain the active support of the City of Palm Desert, in coordination with other cities in the Coachella Valley, in promoting attendance at the exhibit among its citizens, school populations, and visitors. Specifically, the Da Vinci Experience seeks a commitment from the City of Palm Desert of $60,000. We estimate that with Palm Desert's help the Da Vinci Experience exhibit will bring some 15,000 room nights over the 138-day duration of the run. Those room nights will yield an occupancy tax to the city of $274,000 with additional spending by visitors in the city's stores, restaurants, and facilities in the neighborhood of $1.8 million. N PALM DESERT logo on print ads, including newspapers and magazines Tombstone ads will carry the PALM DESERT logo in ads. Newspapers to be determined. PALM DESERT would be designated as the Title Sponsor of one (1) of the three (3) galleries. PALM DESERT mentioned in all Public Relation efforts (PR Agency: Harris/Ragan Management Group). PALM DESERT logo/hyperlink on www.davinciexperience.com prior to and throughout the exhibit. PALM DESERT logo/hyperlink on museum -exhibit website prior to and throughout the exhibit. Exhibit signage throughout the exhibit at prominent locations A prominent sign at the entrance to the selected gallery will state Palm Desert as the Title Sponsor. Logo on exhibit's collateral material PALM DESERT will receive 200 tickets to the exhibit. Complete recap of the PALM DESERT sponsorship provided within 45 days after the event. Option to provide a "premium gift" to attendees (subject to approval) g A -'?fame- ?`vr o elan If IlMr' . :+f?ta' {".lilid ;iYr'i;1,- t,if idri! i':hJ 91 Tq- n.l iu a-:r::J ill :'DIY W nl rt,•L: e, dr,e .4 •I•d �� :..II1,u JIL .• u :JII .`III :n ('.tlII1,! rill r1:11!' llln ni 1 tlillli 111 `i ill . Leomfrndo Ida T Rele, at the Pill Spril -1 it Sieeerrra. THE Bea Ma GXPERIEKE and mLxl.tvl1Inure `.0pLu..II ILv IIL •.ixl�-A.ub..l mdJ.-, A. I in Lr.l, tllnl 14tnJgl' 1`I rt- tUl� I.0 1- ti-1t1lIIIfIfills 'rn111rIJllr1l 0 .�r 6111! Ilia I1'.nu :11 i Lpr I��1 J�JIII II!I llli lllJlLia lq .• I •1'.rrlP-i mg0(1.'r.11 l0@In J f ... .er. .n In:•r. PlU1LAh El11 " (.Ill ll r 10 For the rights and benefits as described in this proposal for the Da Vinci Experience Gallery Sponsorship at the Palm Springs Air Museum we require a fee of $60,000. Mathews -Segovia would be pleased to work with you to customize this proposal to meet your marketing objectives. To guarantee all of the benefits outlined in this proposal, we must learn Palm Desert's intent by September 30, 2006. 10 NIATHEWS/SlEGOVIAwiff be pleased tOv4ork with you to customize a sponsorship package to meet your marketing goals and objectives. We hope you or appropriate colleagues will arrange a meeting with us in the near future to discuss details. Michael A. Mathews PresidClit ?60-318-2?33 office 760-898-66?? cell Segovia COM Maria Helena Segovia Vice President 310-566-5088 office K0MOU555 cell