HomeMy WebLinkAboutC25920 Public Relations ServicesCITY OF PALM DESERT
COMMUNITY SERVICES
STAFF REPORT
REQUEST: Award Contract No. C25920 to Nancy J. Friedman Public
Relations in the amount of $60,000 for Public Relations Services.
DATE:
CONTENT:
October 26, 2006
Proposal: Nancy J. Friedman Public Relations
September Marketing Committee Minutes
Contract: Nancy J. Friedman Public Relations
Recommendation:
By Minute Motion, concur with the Marketing Committee's recommendation and
award Contract No. c25920 to Nancy J. Friedman Public Relations in the
amount of $60,000 for Public Relations Services through October 31, 2007 and
authorize the Mayor to execute the agreement on behalf of the City.
Executive Summary:
Along with this year's budget, City Council designated $200,000 additional
marketing dollars for branding Palm Desert. Staff was directed to bring back a
program to further the City's branding campaign. Public Relations is an important
component to a successful marketing program and Palm Desert has not
previously pursued this avenue. Staff is recommending a portion of these funds
be allocated towards launching a major public relations effort.
As a result of an RFQ, two proposals were submitted. The agency recommended
by both the Marketing Committee and Staff is currently working with the Desert
Springs JW Marriott Resort & Spa and are already integrated into promoting
Palm Desert. Palm Desert has the opportunity to expand this public relations
effort to benefit not only the Marriott, but also the entire City.
New York is the central location of the major travel magazines and publications
of interest to Palm Desert. By contracting with Friedman PR, Palm Desert would
be taking full advantage of a New York based agency that is familiar with our
area and everything the City has to offer, in the most cost-effective manner.
Discussion:
Over the past five years, the advertising portion of the marketing budget has
increased significantly and the advertising campaign has been successful in
generating visitor leads and increasing the City's exposure. However, in addition
to advertising, there are many other facets to a comprehensive marketing effort.
Public Relations is one aspect that has countless benefits and has been a
missing piece to the City's goal of branding itself as its own destination within the
Palm Springs Desert Resorts.
With the City's recent partnering with the Desert Springs JW Marriott Resort &
Spa on advertising, direct mail and website initiatives, a unique opportunity
arose. In order to take full advantage of the media opportunities to promote the
multi -million dollar renovation at Desert Springs, they retained Nancy J. Friedman
Public Relations, in New York. Coincidentally, Staff was researching public
relations firms and welcomed a proposal from Nancy J Friedman PR, in addition
to sending out an RFQ. In response, two proposals were submitted, one from a
popular Los Angeles agency, the Blaze Company, and another from the well -
respected New York agency, Nancy J. Friedman Public Relations.
The Blaze Company's retainer was set at $7,500 for similar services to those
outlined by Friedman PR. Because Friedman PR was already promoting Palm
Desert as it relates to Desert Springs, its proposed retainer was $6,000.
However, after reviewing the attached proposal, and noting that Staff and Full
Gallop Marketing are already handling some of the responsibilities included in the
retainer, Staff negotiated a lesser fee of $5,000 per month.
At its September meeting, the Marketing Committee approved the concept of
hiring a public relations firm and directed Staff to bring a formal proposal back to
the Committee for its review. At its October meeting, the Committee voted to
unanimously recommend to Council a contract with Nancy J. Friedman.
Staff is recommending Council concur with the recommendation of the Marketing
Committee to contract with Nancy J. Friedman Public Relations from November
1, through the end of June, at which time a complete review of the program will
be conducted.
Submitted By:
kristy Kneiing
Marketing Manager
Approval:
e
Carlos L. rt
City Manager
i Sheila R. illigan
Assistant City Manager '
4
Paul (son
Direc or of Finance
PC
REQUEST FOR AWARD OF CONTRACT FOR PUBLIC RELATIONS SERVICES THROUGH
OCTOBER 2007 (CONTRACT NO. C25920).
OITY COUNCILJCTION:
APPROVED DENIED
RECEIVED OTHER
MEETING DATE /0 -at 10-0
AYES:
NOES:
ABSENT:
ABSTAIN:
VERIFIED :Y:_hUfr
Original on File w`ti City Clerk's OfficX
� _ , F" ._
September 7, 2006
Kristy Kneiding
Marketing Manager
City of Palm Desert
72-567 Highway 111
Palm Desert, CA 9226C
Dear Kristy:
It is our pleasure to submit this proposed plan for public relations for Palm Desert. Our
in-depth research and preparation in developing the program served to further the
enthusiasm of the team at Nancy J. Friedman Public Relations, adding to our already
high motivation to market the destination.
Our eagerness is matched by our team's combined experience, which extends from
decades of destination and hotel marketing to print and broadcast journalism and food &
beverage promotion.
Our client-centered Agency also enjoys a reputation for integrity and creativity. We
have earned the respect of joumalists and the hospitality industries in which we
specialize. Our proven track record and expertise in travel and tourism communications
wilf be in evidence when you read the proposal.
Thank you for including Nancy J. Friedman Public Relations in your search. We look
forward to having the opportunity to become your marketing partners.
Sincerely yours,
�
cy J. r' dman
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Palr�t Desert
Picblic Relatio3ls Proposr�f
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OVERVIEW:
Endowed with an abundance of natural beauty, perpetual sunshine, world-class
golf, spas, shopping and art and a variety of hotels for all tastes, Palm Desert is
an alluring, distinctive destination. Long associated as a haven for golf lovers,
the area is emerging as a magnet for spa-goers, families and art aficionados.
Further, with the upswing of business and spa travel and the opportunity of
growing the drive-to and meetings markets, the destination is poised to
experience a banner year for tourist arrivals and to extend even deeper into these
visitor segments.
Nancy J. Friedman Public Relations brings a unique blend of experience as an
agency seasoned in destination marketing and a personal passion for the Palm
Desert area. As one of the several million annual visitors who never tire of
vacationing in Palm Desert, I am continually awed by the singular combination
of dramatic mountains, towering palm trees and vivid blue skies. As a well-
traveled (and somewhat jaded) individual, I confess there is no place I find more
of a sanctuary than the Palm Desert area.
Our mission as your public relations representatives will be to take the
destination's media relations outreach to the next level, breathing new life into
expanding awareness of Palm Desert by capitalizing on NJFPR's strong media
relationships and marketing expertise. Further, we will establish the PDCVB as
the ultimate "go-to" resource for the meetings and travel industry, including
travel agents, corporate and association meeting planners, and the travel,
meeting-trade and consumer media. Our model in elevating the upscale profile
of Palm Desert will be similar to that of Scottsdale/Phoenix.
NJFPR would like to be your partner to promote this destination. The Agency
has a long established and respected track record as media relations experts
specializing in luxury travel, hospitality and destinaHon marketing
communications. Our award-winning agency sets high standards for itself
leaving no stone unturned when it comes to ensuring targeted, effective coverage
for our clients. And, we are passionate about this destination!
NANCY J. FRIEDMAN
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AGENCY CREDENTIALS AND CAPABILITIES
Nancy J. Friedman Public Relations: A Proven Track Record in Travel and
Tourism Public Relations
NJFPR is uniquely qualified to represent Palm Desert because the Agency has a
significant body of experience working with luxury lodging, golf and meetings
resorts, destinations and spas in warm-weather destinations.
Located in New York City in the nucleus of the media world, Nancy J. Friedman
Public Relations, Inc. is a full-service independent marketing communicarions
agency, with a specialty in travel, hospitality and lifestyle media relations.
Comprised of professionals seasoned in the travel industry who excel at food
and wine, golf, spa, meetings, destination and luxury travel, the Agency has
provided personal service and proven cost-effective, award-winning results for
our clients since 1987. Our strong work ethic and unwavering integrity have
earned us sound credibility among the media, as well as respect kom our
colleagues.
The Agency is the proud recipient of the Hotel Sales Marketing Association's
Platinum Award for public relations excellence for three campaigns from 2002-
2005, including the launch of The Ritz-Carlton New York, Battery Park and The
Hotel Gansevoort in New York City.
A Team of Professionals in Partnership with You
The Agency offers first-hand, travel-related experience in public relations;
general marketing experience in brand management; and hands-on print
publishing and broadcast media knowledge.
We have extensive experience in reaching business and leisure audiences,
generating coverage in general travel, lifestyle, food & beverage, sports, real
estate, spa and other special-interest outlets both domestically and abroad. We
are also well versed in trade media ranging from haspitality and travel agent
outlets to meetings, incentive and food & beverage publicarions.
We are able to deliver large-agency capabilities and results with the responsive,
personalized service characteristic of a boutique agency.
Plus... �n�e are passionate about what �ve do and the prospect of vaorking with
Palm Desert!
NANCY J FRILDNtAN
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Public Relatioris Proposnl
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NJFPR is not a luerarchal agency. Our egalitarian team approach applies to all
accounts, with senior staff as involved in your strategic implementation on a
daily basis as is junior staff. Augmented by a bright and enthusiastic support
staff, clients benefit from the synergy of the team's combined expertise on each
and every project. We are dedicated to servicing each client in an individualized
way, based on client needs and preferences.
What Distinguishes Us
• Solid media relations capabilities and respect by the media built on our
unwavering commitment to integrity, good judgment, knowledge and
responsiveness
• Expertise in strategic and innovative approaches to marketing
communications and public relaHons
• Experience in all facets of tourism marketing communications and public
relations including media relations, product launches, awareness-building
campaigns and special events
• Ability to isolate, address and creaHvely solve communications problems
• Longevity of staff and clients
• Our commitment to partnerships with our clients
• Active involvement in industry organizations through leadership
positions
Agency Philosophy and Hallmarks
• Unsurpassed Media Placement: Our contacts with the media are the
most important part of our business, and the maintenance and
development of these relationships are our first priority. Because we use
publicity results and sales to measure the effectiveness of our programs
for our clients, a consistent stream of inedia coverage has become the
Agency's signature. Our locaHon in New York City, the media capital,
allows us to meet regularly with the media to discuss ideas and stay up-
to-date.
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Our track record speaks for itself. Our clients enjoy a myriad of stories
each month in both tradiHonal and non-traditional media, with coverage
exceeding expectations. We believe in a results-oriented quality over
quantity approach -- every communication sent out on behalf of our
clients has been thought out with a clear goal in mind and a great
understanding of the industry. This results in strategic, A-list placements
for our clients and respect from the media. Print placements are our
specialty, and we work hard to generate a steady stream of coverage both
"on" and "off" the travel pages.
For each client, NJFPR creates custom-tailored media lists that are
appropriately targeted for each press release/outreach topic.
• Client Servicing: Our attention to detail, "perfectionist" attitude and
inHmate agency size guarantee that our clients will be well serviced. We
are extremely dedicated to maintaining committed relationships with our
clients, resulting in low client turnover and a"select" client roster.
Timeliness, creativity, knowledge, and long-standing relationships in
working with the media translate to an efficient, productive and personal
relationship with our clients. You get large agency capabilities with the
attention that a smaller agency can provide.
• Senior-Level Management of Your Account: Because of our philosophy,
NJFPR is able to ensure involvement of the Agency's president, Nancy J.
Friedman, and one or more of the Agency's Directors, with all of our
clients. Day-to-day account servicing is managed by senior executives.
The Agency adopts a team approach to account management so that
clients benefit from the collective experience vf Agency professionals who
share contacts and media leads and "cross-pitch" all accounts.
• Knowledge and Creativity: Our specialization in the tourism, hospitality
and lifestyle industries allows us to acquire in-depth knowledge about
these areas. Not only are we media and public relations experts, but we
also pride ourselves on staying on top of trends in those industries
through active participation in industry association events, daily
monitoring of industry and general news outlets, and our insatiable thirst
for information and desire to push the limits of public relations creaHvity.
Our ability to develop new "twists" on your products and effectively
match themes to appropriate media outlets is what sets us apart from
other agencies. We are both destination and resort experts, and we also
have extensive media contacts that go beyond travel and lifestyle to
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encompass business/real estate, beauty and health, spas, sports,
architech�re and design media as well.
Familiarity with Media Environment
NJFPR is known for its unsurpassed media placement. It is the signature of our
Agency, and we have eliminated typical structural bureaucracy in order to
concentrate on it. Our contacts with the media are the most important part of
our business, and the development and maintenance of these relationships are
our first prioritv.
Because we use publicity results and sales to measure the effectiveness of our
programs for our clients, a consistent stream of inedia coverage has become the
Agency's signature. Our location in New York City allows us to meet regularly
with the media to discuss ideas and stay up-to-date.
Our track record speaks for itself. Television, an increasingly important media
outlet, requires network morning show and cable programming placements, and
NJFPR has delivered on all fronts. Print placements are also our specialty, and
we are comfortable with radio as well. Because we represent online travel
companies such as orbitz.com and quikbook.com, we have an excellent
understanding of the online process from a user's point of view as well as a
supplier's.
CLIENT "POSITIONS" ENHANCED by NJFPR
Here is a variety of examples in various market segments relevant to the needs of
Palm Desert:
➢ Meetings & Incentive Market: To build meetings traffic and generate
interest among meeting planners, we have developed press releases and
programs targeted for the meetings market for Marriott's Harbor Beach
Resort & Spa in Fort Lauderdale; The Ritz-Carlton New York, Battery Park;
Camelback Inn, Scottsdale; JW Marriott Starr Pass Resort in Tucson; The
Otesaga, Cooperstown, NY; World Golf Village in St. Augustine; the
Dominican Republic; and Palm Beach County, FL. Increased meetings
bookings, both large and small, have been effecHve for these destination
properties in filling rooms during shoulder seasons and midweek time
frames. The Agency's recent high-profile launch of the Hotel Gansevoort in
New York has resuited in the hotel's rooftop pool being THE place to hold
events this year. The hotel's meetings/events revenue has far exceeded
projections.
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➢ Leisure Markets: Our knowledge af the leisure travel market ranges from
hotel companies including Ritz-Carlton, Marriott and Relais & Chateaux
North America, to domestic resorts such as Spring Creek Ranch & The
Wilderness Adventure Spa, Canoe Bay, Langham Boston and the
Williamsburg Inn, to international properties such as Grace Bay Club, Casa
de Campo, Sofitel worldwide, and Langham Hong Kong. Our extensive
destination experience includes work for Palm Beach County, FL;
Cooperstown, NY; and St. Lucia. We have also launched a number of luxury
products including the American Express Platinum Card's By Invitation Only
program.
Participation in industry organizations such as CTO, SATW, N1''TW, HSMAI,
PRSA and regional and national media marketplaces (Historic Hotels of
America, Relais & Chateaux, ASTA, etc.) has enabled us to reach key
traveling segments and targeted journalists.
➢ Spa Marketing: The Agency has successfully isolated distinctive features
and expertise for the Spa at Camelback Inn, G Spa at Hotel Gansevoort, La
Prairie at The Ritz-Carlton Spa, the Spa at Marriott's Harbor Beach Resort,
and The Wilderness Adventure Spa at Spring Creek Ranch to ensure their
continued success. Special events, media tours, interviews with spa directors,
and one-on-one media visits have formed a major component of programs
built to bring media attention to these spas.
➢ Golf: The Agency has leveraged superior golf courses and facilities at many
of our golf resorts including The Otesaga Resort, Grace Bay Club, Casa de
Campo, Horseshoe Bay Resort Marriott Hotel and World Golf Village in
order to secure extensive feature coverage. Making sure writers experience
the courses first-hand in a variety of intriguing ways has led to coverage not
just in golf publications, but also in lifestyle and travel outlets.
CASE STUDIES
Destination Experience
The professionals at Nancy J. Friedman Public Relations have promoted a broad
variety of destinations, ranging from individual countries to regions and
associations, as well as products of specific areas and broad-based travel
products. Publicity efforts have been both national and regianal in scope,
depending on the business objectives of each client.
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THE VILLAGE OF COOPERSTOWN
SITUATION:
Seven years ago, when Cooperstown, New York, initiated its first-ever public
relations effort to promote the destination's many attributes, it chose Nancy J.
Friedman Public Relations to provide start-up counsel and ongoing media
relations support. While travelers and the public were aware that Cooperstown
was home to fhe Baseball Hall of Fame, there was little knowledge of
Cooperstown's breadth of non-baseball offerings which range from historic
hotels and resorts to golf and arts and �ultural insHiutions.
To change this perception, the Agency was charged with building awareness and
generating traffic for all components of the Cooperstown destination experience,
excluding th� Baseball Hall of Fame, to encompass The Otesaga Resort (meeting
facilities, superlative Leatherstocking Golf Course, F&B, etc.), museums,
Glimmerglass Opera as well as the "unspoiled Americana" village itself.
ANALYSIS AND PROGRAM:
The Agency developed a targeted media relations program, reaching out to
multiple special-interest media as well as to national/regional travel and lifestyle
outlets. Kicked off by research, development and writing of a comprehensive
press kit which included background pieces for all aspects of the Cooperstown
experience, from food and beverage to golf and resorts, the program also
included annual press trips built around a themed iHnerary covering such areas
as family travel, meetings, golf, culture, and luxury travel; press release writing
and distribution; and one-on-one pitching.
RESULTS:
Through this program, the Agency secured feature coverage in important
consumer travel and trade publications such as Town F� Country, Travel £� Leisicre,
Delta Sky and Shuttle Sheet, Mnrtha Stewart Living, IZedbook, Associated Press,
SLeccessful Meetings, USA Today, Fc�milyFun, Corporate Meetings � Incentives,
Meeting Nezvs, Btcsittess Tf•avel News, Golf Digest, and Travel + Leisure Golf as well
as in targeted travel sections in the Hotcston Chronicle, Boston Globe, Bergen Record
and Tlie New York Titnes. Revenues for The Otesaga rose as much as 30 percent
during the first two years and overall visitation to Cooperstown has incre�sed
almost 50 percent, zraced directly to the public relations efforts of Nancy J.
NANCY T. FRIEDMAIV
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Friedman Public Relations. The resort's season was also extended several weeks
at the beginning and end of the traditional high season.
WORLD GOLF VILLAGE, FLORIDA
SITUATION:
The World Golf Village was conceived as a Florida real estate and golf
community surrounding the Golf Hall of Fame. Initially, it was poorly received
and attendance was minimal. The partners involved brought NJFPR in to
increase media visits and coverage of the Village and help realize its potential as
a golf, meetings and vacation destination.
PROGRAM:
The Agency invited media to visit the destination and developed programming
and compelling itineraries that incorporated all aspects of the Village, the PGA
Golf Academy and the St. Augustine area. NJFPR successfully used the Hall of
Fame induction ceremonies as a"once-in-a-lifetime" opportunity to bring golf
and meetings writers to experience the Hall of Fame in its glory and to "rub
shoulders" with golf legends.
RESULTS:
In the two years during which the Agency represented World Golf Village,
media coverage increased significantly, with a positive impact on day and
overnight visitor rates. Cover stories appeared in Golf South, Long Island Golfer,
and 52 Great Florida Getawa�s, along with significant coverage in Successful
Meetings, Golf Digest, Travel f� Leisure Golf, Golf for Women, Meetings F�
Conventions, Incentive, Celebrated Living, Delta Sky, Golf and North Carolina
magazine. T`he Agency's efforts dramatically altered the way golf, group and
travel writers viewed the project and paved the way for a successful future.
Additional Destination Experience
➢ As the director of public relations for the Dominican Republic Tourist Office
for four years, Nancy J. Friedman was responsible for all press coverage for
the country in addition to marketing and selling the destination at
international trade shows and at industry and special events. Tourism
arrivals rose 25 percent each year during Nancy's tenure with the tourist
office.
➢ During the formative years of Palm Beach Couniy's first Tourist
Development Council, Nancy j. Friedman was on the front lines of the public
NANCY J. FRIEDMAN
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and media relations effort. Her creativity in developing memorable publicity
opportunities established an auspicious tradition that continues to this day. It
was Nancy J. Friedman who promoted the region's off-season SunFest on
NBC's top-rated Today Show by having legendary weatherman and
personality Willard Scott take a bite out of an edible sun hat that she
provided.
➢ For the European Travel Commission, Nancy J. Friedman finessed a cover
story in Time magazine about the record numbers of Americans traveling to
Europe. This story led to coverage in Newsweek and to a segment on NBC's
Today Show on the same topic.
➢ When wine importer Kobrand asked the Agency to promote its premium
Taittinger brand of Champagne, Nancy J. Friedman Public Relations
organized a series of press trips to the Champagne region of France,
resulting in extensive feature coverage about the Taittinger family, its
holdings, the family's exclusive products (from Champagne to Baccarat
crystal), and the region.
➢ Like many destinations, St. Lucia has seen its visitation figures decline
significantly since September 11, 2001. In December 2002, the St. Lucia
Tourist Board asked NJFPR to develap and implement a new media relations
program designed to sustain the island's tourism during this challenging
period and beyond.
To increase the island's visibility in North America, the Agency's strategy
included development of a comprehensive press kit consisting of compelling
messages reinforcing and strengthening the island's reputation as a
distinctive, well-endowed island. Capitalizing on major tourist events such as
the St. Lucia Jazz Festival in May and Carnival in july, themed press trips
have been scheduled throughout the year. To optimize media coverage from
these trips, the Agency is working with key tourism partners, such as the
Caribbean Tourism Organization and Air Jamaica on behalf of St. Lucia.
To date, the Agency has secured features or Jazz Festival coverage in a variety
of inedia outlets including Modern Bride, Food Arts, New York, Recommend,
Americrrn Wn�, Redbook, Islands, Oi�tside, The Washington Post, The New York
Times, Brid�rl Ga�ide, Bon Appetit, Caribbean Travel £� Life and many more.
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CORE PUBLIC RELATIONS PROGRAM FOR PALM DESERT:
In conjunction with the work being done on behalf of the Desert Springs JW
Marriott Resort & Spa, emphasis should be placed on a targeted media relaHons
program whereby NJFPR is used as a resource to open doors to A-list national
media based in the New York and Los Angeles metropolitan areas with the
overall objective of securing feature coverage and increasing visitor arrivals.
STRATEGIES:
• Position Palm Desert as the upscale oasis in the Coachella Valley,
culturally rich tourist destination with an ideal year-round climate,
offering diverse experiences revolving around golf, spa, shopping, hiking
and cultural offerings as well as local cuisine
• Highlight the ease of travel to Palm Desert along with the variety of travel
"experiences" that await visitors, ranging from sampling the regional
cuisine and new area restaurants; to golfing at one of the top courses in
the country; to being pampered at a spa; to visiting local shops, galleries
and the desert; to taking advantage of "soft-adventure" activities such as
hot-air ballooning and jeep tours
• Communicate news of Palm Desert's year-round special events and
festivals
• Promote "green" aspects of the city as the gold standard in these "energy-
challenged" times
TACTICS: AN OVERVIEW
� Implement a media tour (deskside briefings) in New York City to promote
Palm Desert to targeted media
• Research and develop newsworthy special-interest themes for a story
an�le library illustrating Palm Desert's diverse range of cultural,
shopping, culinary, spas and golf, and other specialty travel experiences
• Promote a hiQh-nrofile event for the renovations to Desert Springs JW
Marriott Resort & Spa; conduct tours and nress trin around grand opening
to generate buzz.
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• Implement an on�oin� media relations nro�ram to enhance media
awareness and generate a steady stream of positi�te coverage for Palm
Desert.
• Ensure media exposure in targeted markets via individual and Qroup
visits to Palm Desert, as well as one-on-one media briefin�s and telephone
interviews with Palm Desert officials.
• Levera�e packa�es, programs and festivals to generate timely coverage
and build partner involvement and support.
• Support existin� tourism partners as well as search out new strateQic
alliances for Palm Desert with marketing, media and industry partners.
• Represent Palm Desert at the 2006/2007 travel and tourism media
marketvlaces of the Public Relations Society of America (PRSA) and the
Society of American Travel Writers (SATW) convention.
• Provide marketinQ counsel to help generate new programs and special
events, and attach Palm Desert to existing and emerging travel trends and
other industry programs.
• Generate compelling story angles signaling national trends or ton ten lists
(top ten places to experience the desert bloom, for example, in USA
Today).
• Distribute b-roll for broadcast covera�e; promote year-round Palm Desert
offerings.
• Pitch the destination for promotional television oo�ortunities.
TARGET AUDIENCES:
Consumer
• Leisure travelers/��acationers
• Business travelers
• Special-interest travelers (e.g., golf, honeymoon/romance, gardens, food,
history/culture, senior, family, soft adventure/hikers)
Trade/Industry
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• Travel agents and tour operators
• Meeting and incentive planners
TARGET MEDIA:
To reach these target audience segments, NJFPR will generate compelling stories
by specifically targeting print and electronic media at both naHonal and regional
levels. Sample publications are listed in each category — this is not offered as a
comprehensive listing.
Daily newspapers, including: Atlanta Journai-Constitution; Austin-American
Stc�tesman; Boston Globe; Boston Herald; Chicago Sun-Times; Chicc�go Tribune;
Christian Science Monitor; Daily Press; Dallas Morning News; Fort-WorEh Star
Telegram; Hoicston Chronicle; Los Angeles Times; Miami Herald; Newark Star
Ledger; New York Daily News; New York Post; The New York Times; Orlando
Sentinel; Philadelphia lnquirer; The Oregonian; San Antonio Express-News; San
Diego Union-Tribtcne; Washington Post; USA Today; The Wall Street journal
■ Wire services, including: Associated Press; Copley; Gannett; Los Angeles
Times Syndicate; New York Times Syndicate; Reuters; Scripps-Howard
Regional publications, including: 002 Magazine; 512 Magnzine; AAA
magazines; Desert Living; Los Angeles magazine; Brentwood; Angeleno;
Brilliant; Austin Monthly; Chicago Magazine, New York Magazine; D
Magazine; Houston Lifestyles £� Homes; San Diego magazine; Southern Living;
Texas Monthly; Westways
■ Business publications, including: Business Traveler; BusinessWeek; Forbes;
Fortune; Institutional Investor; The Wall Street Journal; and business sections
of major metropolitan newspapers, including The New York Times and Los
Angeles Times
■ Golfing magazines, including: Avid Golfer; Executive Golfer; Golf Digest;
Golf Mugazine; Golf for Worneri; Golf South; Lorzg Island Golfer•; T+ L Golf; Tlze
Golfer
■ Bridal publications, including: Bridctl Guide; Bride's; Elegant Bride; For the
Bride; Modern Bride
■ Consumer travel magazines, including: Conde Nctst Traveler; Departures;
Elite Trr�veler; Nationc�l Geographic Traveler; Travel + Leisi;re
NANCY J. FRILDMAI�T
� � � � � � . �� � � .� � � <, . ,
Pnlnt Desert
Public Relations Pr•o��osr�l
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■ Lifestyle and special-interest magazines, including: Lucky, Art £� Antiq�tes;
Avenue; Cigar Aficionado; Coastal Living; Diversion; Esquire; GQ; House t�
Gc�rden; InStyle; Robb Report; Town f� Country; Worth
■ Spa and fitness publications, including: Fitness; Hec�ling Spas f� Lifestyles;
Self; Shctpe; Spa
■ Culinary publications, including: Bon Appetit; Food £� Wine; Gourmet; Wine
Enthusiast; Wine Spectator
■ Airline in-flight magazines, including: US Airways; Arrive; American Way;
Celebrated Living; Continental; Delta Sky; Hemis�heres; Southwest Spirit;
Shuttle Sheet
■ Broadcast travel and lifestyle segments, including: The Early Show; Joan
Hamburg Show; Live with Regis f� Kelly; Savvy Traveler; the Today Shozv;
Travel Witli Vc�l. Cable TV targets include: the Golf Channel; the TV Food
Network; the Travel Channel
• Gay: Passport; Out; Genre; The Advocate; and Metrosoterce NY
■ Family: Travel + Leisure Family, Parents, Parenting, FamilyFun, Child
■ Online: DailyCctndy; travelandleisure.com, frommers.cam, forbes.com,
concierge.com; julib.com; socialmiami; CNN, MSNBC, businessweek.com; Forbes
Lifestyle Channel; urbandaddy; Bloomberg.com; AOL Cifyguide; Yahoo! Travel
■ Blogs: gridskipper;
elliott.org; Everett
(Inside Trc�veler)
hotelchutter; joesentme; hobotraveler; gawker; travelblogs;
Potter's Travel Report; National Geographic Traveler IT
PROGRAM ELEMENTS:
• Story An�le Library/Publicitv Strategy Finalization:
Conduct research using Palm Desert-supplied materials as well as
independent research through knowledgeable journalists and industry
and tourism sources.
Interview key marketing personnel to develop strategic "messages"
document outlining how Palm Desert is to be positioned to all targeted
NANCY,. FRIEDNIAN
� � � � � � � �. �. � �. , , � �, " . ,
Pr�l�n Desert
Public Relatiotzs Pr�posr�l
P�ge 14
audiences. Agency executives to visit Palm Desert for first-hand
familiarization trip.
Begin creation of story angle library and finalize publicity strategy based
on agreed-upon direction, results of inedia research, past effectiveness of
media pitching, achieved placements and industry expertise.
• Media TarQetint� Strateszv Development:
Following the idenHfication of key tourism messages and a spokesperson
to promote compelling aspects of travel to Palm Desert, begin the
development of a list of target media, matching interest to outlet or
journalist to include (1) national media and (2) regional outlets primarily
in gateway cities.
Customized target list will be based on Nancy J. Friedman Public
Relations' extensive knowledge of journalists who write about
destinations both "on" and "off" the travel "pages," to include business as
well as leisure stories.
Prepare list for reaching these media in the most cost-effective way
possible, detailing the method that they prefer (e.g., e-mail pitching, fax,
snail mail, in-person) to receive communications.
Nancy J. Friedman Public Relations account professionals are in constant
contact with editors and reporters of influential media outlets. Our
credibility and sterling reputation among reporters will serve Palm Desert
well. Not only do we approach media when we have news to share, the
media also call us to discuss upcoming stories and brainstorm about
possible articles.
• Press Materials:
Evaluate all existing information about Palm Desert and develop new
press materials, as appropriate, targeted to general and special-interest
consumer and trade media audiences.
Adapt and update existing press lcit, as appropriate. The kit will include:
■ general backgrounder
■ calendar of events (to be updated quarterly) release
■ fact sheet
NANCY Ji FRIEDbIAN
�• � �. � �.. � �,, �;�..
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Public relatioris Propos�!
Page 15
■ information about important tourism partners
■ news releases about general trends, special-interest topics, and
packages/programs to be added frequently — including both
consumer and trade media versions
■ collateral pieces from relevant tourism partners
■ photography/slides to showcase the natural beauty of the area
■ maps
Suggestions for theme-specific press releases include:
■ Intergenerational Palm Desert—a feature release highlighting the
variety of attractions and activities for couples, parents, children,
seniors, grandparents, etc.
■ Meetings and Incentive Group News — a newsletter or press release
with news of programs targeted to the group market
■ Travel Agent and Business Press News — could also include news
about trade-related packages, special industry promotions as well as
information specific for booking Palm Desert vacations
• Photo, Slide and B-Roll Librarv:
Consult on exisdng photography and b-roll; arrange and supervise
additional photo and video shoots as requested; create, maintain and
update library for servicing to media.
BUILDING MEDIA INTEREST AND CREATING AWARENESS:
Move into high gear to introduce Palm Desert to all key audiences, with
particular emphasis on general travel and special interest consumer and trade
media through an exciting media launch event and a concentrated media
outreach program. All efforts will also aim to build partner participation and
showcase their individual features.
New York Citv Media Tour:
Media tours help build visibility and enhance the Palm Desert image, and NJFPR
considers this a major vehicle for delivering your key messages. The Agency will
plan interviews and escort Palm Desert management to one-on-one deskside
NANC1' J. FRIEDMAN
I' 1 II I I l H 1 I. .\ i I I/ \♦
Pnitrz Deser•t
Pul�lic Relatiorts Proposrrl
PRge 16
appointments with key media in New York City. (See Appendix 1 for example
of inedia tour arranged by NJFPR)
Media Relations:
Conduct focused outreach to general and special-interest media through themed
press release development and servicing, as well as one-on-one pitching.
To generate a steady stream of inedia coverage and keep Palm Desert top-of-
mind, also send out short e-mail blasts and press releases on a frequent basis
with packages and tour operator specials, updates on development including the
new convention center, as well as seasonal offerings.
Utilize customized media target list developed using NJFPR's proprietary media
database as well as actively pursue leads that match editorial interests to Palm
Desert's marketable features and attractions.
Visiting Tournalists' ProQram:
Arrange and execute one (or more) press trips for select general travel and
special interest journalists to Palm Desert. Target 6-8 "A" list journalists (print,
online and broadcast) and one photojournalist per group visit.
Supplement press trips with individual media visits, as warranted. Agency
would work with Palm Desert to develop an appropriate iHnerary to meet each
journalist's editorial needs.
News Bureau/Account Suvuort:
As the New York-based PR firm for Palm Desert, we will act as day-to-day media
contact for you, with responsibility for the following activities:
■ develop, write and distribute periodic news releases about Palm
Desert and its various offerings
■ serve as liaison for spokespersons to media and coordinate interview
opportunities
■ update press kit and Web site on an ongoing basis
■ provide marketing counsel
■ create and maintain photo (and video) library
NANCY J. FRIEDMA1v
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Public Relatiofas Praposal
Pr�ge 17
■ fulfill press material requests
• monitor editorial calendars for story and interview opportunities
■ fact-check stories
■ monitor publicity results and industry news
■ liaison with industry partners and organizations on your behalf
including the SATW, PRSA, TIA
STORY IDEAS/ANGLES:
Groua Business
• Encourage tourism partners to extend incentives to motivate extended
stays from business travelers. Such incentives could include weekend
lodging upgrades, restaurant discounts, museum-hopper discounts,
and discounted tickets to cultural events.
• To build group business, leverage Palm Desert's range of ineeting
facilities including both indoor and outdoor spaces, touting the city's
accessibility, temperate weather and affordability.
• Position city officials as experts in the field of tourism
and meetings/convention business by offering interviews with top city
officials and CVB representatives through media tours in NYC and
gateway cities. Review CVB stats and identify business and tourism
trends; pitch trends and interviews with CVB representatives to
national media.
Drive-to market
• For the drive-to market in the off-season, offer unlimited spa
treatments
• Encourage tourism partners to extend in-state discounts at area hotels,
restaurants and attractions. Develop shoulder-season packages
featuring these offers.
NANCY J. FRIEDMAN
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Palftz Deserf
Ptiblic Relc�iiofts Proposr�l
Pnge 18
• To address the romance/h�neymoon market, create anniversary
packages that include accommodations, romantic dinner and cultural
events.
• Position Palm Desert as a prime wedding venue, taking advantage of
the fact that the wedding business is unaffected by narional events, by
and large, and has no real off-season.
Golf
• Promote Palm Desert's golf courses with special programs including:
■ group golf packages for conventions, bachelor parties, alumni
weekends
■"Golf for Singles" weekends and/or create singles packages
with twilight rounds and mixer activities to appeal to the
singles market
■ Host an event planner/meetings Golf Tournament at local
courses to be followed by a golf and travel writer tournament
with prizes of golf clubs, vacations, golf instruction, etc.
BUDGET:
The Agency bases budgets on the estimation of time we realistically need to
accomplish our pre-determined goals. In the case of Palm Desert, the budget to
execute the above program would be $6,000 per month exclusive of out-of-pocket
expenses.
The Agency is very enthusiastic to partner with you to promote your
extraordinary destination. We look forward to meeting with you and thank you
for this opportunity.
YOUR CORE SENIOR TEAM AT NJFPR
Nancy J. Friedman, President, founded Nancy J. Friedman Public Relations in
1987, following a formative career in travel, entertainment and destination public
relations.
Formerly director of public relations for the Dominican Tourist Information
Center and the European Travel Commission, Nancy also worked at Tt�rrvel £�
Leisafre magazine, at Jessica Dee Communications, and served as in-house public
relations counsel for hoteliers Ian Schrager and the late Steve Rubell.
NANCY3. FRIEDMAIV
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Palm Desert
Pubtic Relatioris Pronosnl
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Nancy is integrally involved with all Agency clients and retains an active, hands-
on approach in servicing them, from the creation of customized strategic plans
and public relations campaigns to overseeing program execution. Her expertise
lies in the creation of unique marketing programs that ensure outstanding and
often award-winning results.
During her career, Nancy has developed extensive media contacts, executed
memorable special events and produced consistent and enviable results for her
clients. These achievements have earned her respect from clients, colleagues and
the media, resulting in long-term client relationships and increased success with
publicity campaigns and placement.
Nancy has been the Chairman of the Friends Committee of the American Cancer
Society's New York City chapter and is a member of the Society of American
Travel Writers (SATW), the Public RelaHons Society of America (PRSA), the
Eastern Ski Writers Association and the Caribbean Tourism Organization. She
co-chaired PRSA's 2001 Travel & Tourism Conference and Marketplace held in
New York. She is a passionate tennis player, skier, foodie, traveler and mother of
two.
Kristen Hammer, Senior Vice President, specializes in media relations for luxury
properties, new hotels and spas. At NJFPR, Kristen has worked on the launch of
several new luxury properties and spas including West Caicos Reserve in the
Turks & Caicos Islands, Hotel Gansevoort in Manhattan's Meatpacking District,
the Wilderness Adventure Spa at Spring Creek Ranch in Jackson Hole, WY, the
Spa at Camelback Inn in Scottsdale, AZ, and Flatotel. She also manages several
high-end resort accounts including Starr Pass Resort & Spa in Tucson, Arizona
and Canoe Bay in Chetek, Wisconsin, developing marketing and public relations
programs and managing media outreach. Kristen earned the Platinum Award
for the Best PR Campaign of the Year in 2003 for the Wilderness Adventure Spa
in Jackson Hole, Wyoming and the Platinum Award for the Best PR Campaign of
the Year in 2004 for the Hotel Gansevoort launch.
She has an in-depth knowledge of the second home real estate market having
spearheaded the public relations efforts for Grace Bay Club and the Villas at
Grace Bay Club in Turks & Caicos for two and a half years.
Present Clients
Ian Schrager Company
Gramercy Park Hotel
NANCY J. FRIEDMAN
�•� �,� �� ��� �.,,-��,:.
F�l�rt Deseri
Patblic Relntio�z� Proposnl
Pnge 20
Sofitel Hotels Worldwide
Hotel Gansevoort, New York
Gansevoort South, Miami
Gansevoort West, Los Angeles
The Shoreham, New York
The Mansfield, New York
The Franklin, New York
James Hotel, Chicago
JW Marriott Starr Pass Resart and Spa, Tucson
JW Marriott Desert Ridge Resort & Spa, Phoenix
Occidental Hotels & Resorts, Caribbean and Mexico
The Pollard, Montana
Canoe Bay, Wisconsin
The Spa at Camelback Inn, Arizona
Langham, Hong Kong
Apple Core Hotels, New York
Spring Creek Ranch, Jackson Hole, Wyoming
Wilderness Adventure Spa, Jackson Hole Wyoming
West Caicos Reserve, Turks & Caicos Islands
Molasses Reef, a Ritz-Carlton Reserve
St. Lucia, West Indies
Cooperstown, New York
Quikbook
Past Clients
Hotels/Resorts
Horseshoe Bay Marriott, Texas
Pure Kauai, Hawaii
The Wort Hotel, Jackson Hole, Wyoming
The Blakely, New York
Langham, Boston
Cendant Hotel Group
Ritz-Carlton New York, Battery Park
Ritz-Cariton New York, Central Park South
Canadian Relais & Chateaux (project}
Williamsburg Inn, Virginia
NANCY J. FRIEDMAN
1' �' If 1' N I i. .� i I 1) ♦♦
Paln� Desert
Public Relations Proposnl
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Flatotel, New York
Marriott's Harbor Beach Resort & Spa, Florida
The Winnetu Inn & Resort, Martha's Vineyard, MA
Grace Bay Club and the Villas at Grace Bay Club, Turks & Caicos
Summit Hotels & Resorts
The Capital, London
The Muse, New York
TriBeCa Grand Hotel, New York
SoHo Grand Hotel, New York
The Otesaga Hotel, Cooperstown, NY
Dylan, New York
The Ritz-Carlton Club, Launch
Southampton Inn
The Marmara-Manhattan, New York
Amsterdam Hospitality Group
The Wigwam Resort, Arizona
Unique Hotels & Resorts, New York
Hotel Wales
The Franklin
The Shoreham
The Mansfield
The Roger Williams
The Gotham Hospitality Group, New York
The Clarence, Dublin, Ireland
Hotel Oceana, Santa Monica, California
Thistle Hotels, Great Britain
Camino Real Hotels & Resorts, Mexico
Punta Cana Beach Resort, Dominican Republic
The Churchill, London
Vail Athletic Club, Vail, Colorado
Parc Fifty One, New York
Morgans, The Royalton, Paramount (project}, New York
Hotel Elysee, New York
The Drake, New York
Omni Berkshire Place, New York
Aspen Ski Lodge, Colorado
Casa de Campo, Dominican Republic
Hotel Santo Domingo, Dominican Republic
Hawk Inn & Mountain Resort, Vermont
NANCY J. FRIEDMAN
�•����-�-�< �:�-� � � �,>.,
Palnt Desert
Pziblic Relat�ons Proposnl
Prtge 22
The Inn at Essex, Stowe, Vermont
Topnotch at Stowe, Vermont
DESTTNATIONS
Jackson Hole Annual Media Marketplace
Maritime Canada (including the provinces of New Brunswick, Newfoundland &
Labrador, Nova Scotia and Prince Edward Island) - project
World Golf Village, Florida
Palm Beach County, Florida
Dominican Republic
European Travel Commission
RES TA URANT/FOOD/BEVERAGE
Atelier at The Ritz-Carlton New York, Central Park
Moda
Virot
Brasserie Gaby
Estiatorio Milos
Osteria del Mezzaluna
T Salon
Kobrand, TaitHnger Champagne
Dean & DeLuca
Star Fish Grill
Jose Cuervo Tequila (project)
Delta 88
Morgans Bar
Les Vignerons Du Val D'Orbieu
Rick Newman's
Patric
Shin's
Mix in NY
ENTERTAINMENT/P UB LI CITY
Cipriani Dinner Concert Series, Cipriani Wall Street
Steve Rubell and Ian Schrager, Palladium
Caroline's at the Seaport
Playboy's Empire Club
NANCY FRIEDMAN
,.,-,�� � �J� � , ,-, ,��..
Palm Desert
Public Relntions Proposr�!
Pr�ge 23
OTHER
Orbitz
The Stephen B. Jacobs Group, PC Architects & Planners
Andi Pepper Interior Design
AmericanExpress.com
Adobe Systems, Inc., Adobe7 PhotoDeluxe7 Home Edition 3.0
American Express Platinum Card
American Express Cardmember Services, Be My Guest Restaurant Certificates
American Express, Restaurant Marketing
American Express Travel Service, Winter Travel Survey; Global Travel Survey
Gorham, Inc.
Dansk International Designs
Kirk Stieff
PUBLISHING
Travel £� Leisure Magazine
Warner Books, Wills of the Rich and Famous
SPORTS/FITNESS
All American Sports (Tennis Vacations)
FASHION
Lina Lee at Trump Tower
Sport Obermeyer (Skiwear)
NANCY J. FRIEDMAN
�•�•�,� �< ��� � , �"��,.,
Palm Desert
Ptiblic Relatiorts Propcsnl
Pczge 24
REFERENCES
Vivian Deuschl
Vice President — Communications
Ritz-Carlton Hotels
(703) 941-6225
vivian.deuschlQritzcarlton.com
Glenn Perrone
The Clark Estates, Inc. (Cooperstown, NY)
(212) 977-6900
gperonne�clarkest.com
Elon Kenchington
General Manager
Hotel Gansevoort, NYC
(212) 206-6700
elon@hotelgansevoort.com
Terri Worthington
Director of Advertising and Public Relations
Marriott's Camelback Inn and Spa
(480) 596-7021
terri.worthin�ton@marriott.com
NANCY J. FRIEDMAN
�•�,��� �< ��� �.. � ��>..
Pnl�ri Deset•i
Pzcblic Rel�tions Proposr�l
1�nge 25
WHY 1�JFPR?
Results-driven
Passionate about PR and travel
Hospitality expertise
Macro and micro experience on independent and brand hotels
Well-trained and skilled staff
Respected by colleagues and media
Media sawy - extensive contacts and drive to uncover new ones
Industry involvement
Extensive destination marketing expertise
Integrity in everything we do
NANCY J. FRIEDMAN
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�n
APPROVED MINUTES
PALM DESERT MARKETING COMMITTEE
SEPTEMBER 19, 2006
100,000 visitors. The Palm Springs Air Museum would be hosting the exhibit for
a much longer period of time than either Melbourne or Auckland.
Upon question by Ms. Gilligan, DEAN HAY, Project Manager for the Da Vinci
Experience, responded that a presentation was made to the City of Palm Springs
for a sponsorship amount of $225,000, although they had not yet heard of its
decision. He said they were hoping for sponsorship from Palm Springs in other
ways, i.e., taxes, etc., as well.
Upon question by Ms. Close, Mr. Katz responded that the tour takes
approximately 2 hours to tour the exhibit.
Upon question by Ms. Kneiding, Mr. Katz stated that the tickets would be slotted
and timed. There will only be a certain amount of people in the exhibit at one
time. The bookings would be in 30-minute increments.
Mr. Hay said the exhibit would open at 8 a.m. for members, 9 a.m. for schools
and then 10 a.m. to the general public. The exhibit would remain open until 5
p.m. Special groups are already requesting tours in the evening. Advanced
sales have been very good.
Upon question by Mr. Darius, Mr. Matthews stated that the ads would be specific
to Palm Desert.
Ms. O'Flynn commented that from an intellectual and creative standpoint she
could definitely support the event; however, the problem for her was that it was a
Palm Springs event.
Mr. Mandelbaum was in agreement with Ms. O'Flynn.
Mr. Hay addressed the concerns raised by the Committee. He spoke about an
advertising agent who believed that the Coachella Valley had the wherewithal
and interest to associate itself with such a tremendously talented individual as Da
Vinci. He believed that the City of Palm Desert was the perfect choice for a title
sponsorship due to the sophistication and distinction of the exhibit.
Mr. Mandelbaum moved to accept staff's recommendation to deny the request. Motion
was seconded by Ms. O'Flynn and carried 5-0. Motion was carried unanimously.
E. OPPORTUNITY TO NEGOTIATE WITH A PUBLIC RELATIONS FIRM (Added
item by unanimous vote.)
Ms. Kneiding explained that when the City Council voted to remain in the CVA it
set aside $200,000 to supplement the City's current advertising campaign. The
Council requested that the Marketing Committee use those funds to create a
branding campaign. As part of the $200,000, staff talked about launching into a
public relations campaign to support advertising and to increase the awareness
of Palm Desert.
.�
APPROVED MINUTES
PALM DESERT MARKETING COMMITTEE
SEPTEMBER 19, 2006
Ms. Kneiding presented background information on the search for a public
relations firm. The City received two proposals, one from the Blaze Company
and the oiher from Nancy Friedman with whom the Marriott currently had on
retainer tc oversee its renovation campaign. Ms. Kneiding said the Blaze
Company's retainer fee was $7,500 per month and would not go any lower than
that amount, and could possibly go as high as $12,000 per month.
Ms. Kneiding, Ms. Gilligan, and Ms. Bird-Hrivnak met with Ms. Freedman. Ms.
Friedman offered the City a lower monthly rate in order to tie in the Marriott's
renovation with the City of Palm Desert's message. Ms. Friedman's retainer
would be $6,000 per month, which was negotiable. In partnering with Ms.
Friedman and the Marriott, staff would try to negotiate the lower monthly retainer
amount. She added that Ms. Friedman's firm was Iocated in New York City,
which is in the hub of the travel magazines of interest to Palm Desert. In addition
to the Marriott's renovation message they would also promote Palm Desert and
its many qualities including being an environmentally friendly city.
Ms. Bird-Hrivnak commented that as the press trips begin next year, the Marriott
would put forth the money to include the City of Palm Desert.
Ms. Gilligan said the City cooped with the Marriott last year on an advertising
campaign and saw a huge return on that investment. If the Marketing Committee
were on board with the idea of hiring a public relations firm, staff would bring
back a marketing plan for its review.
Mr. Mandelbaum moved to approve the concept of
direct staff to bring a formal proposal back to the Marketing
by Ms. O'Flynn and carried 5-0.
VI. OLD BUSINESS
None
VII. CONTINUED BUSINESS
None
VIII. REPORT ON CITY COUNCIL ACTION (S)
hiring a public relations firm and
Committee. Motion was seconded
Councilmember Spiegel reported on developments at the CVA. The CVA had secured a
convention for the Marriott Desert Springs that would bring in about $500,000. The
convention was scheduled for 2008.
Ms. Kneiding stated that the CVA formed a Tourism Committee, which was divided into
two subcommittees. Ms. Gilligan and Ms. Kneiding were appointed to the CVA's
Marketing subcommittee and a meeting was scheduled for Thursday, September 28,
2006.
Ms. Gilligan reported that David Hermann was hired as the Administrative Analyst in the
Community Services Department. Mr. Herman was formerly a reporter with the Desert
10