The URL can be used to link to this page

Home My WebLink AboutMARKT CMTE - 02/20/07 � ��=� t��.� �ESE�� PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, February 20, 2007 — 2:00 p.m. Administrative Conference Room I. CALL TO ORDER Chairwoman O'Flynn called the meeting to order at 2:00 p.m. II. ROLL CALL Members Present: CIr�'� COUNCIL ACTIOIv: Norine Bowen, Vice-Charr APPROVED DENIED Rick Darius RECEIVED_r 1 �__ OTHER —`-'—" Emily Bird-Hrivnak MBBTING DA��'E Ric Mandelbaum AYES. �a -D Sara O'Flynn, Chair N�fis. �� Sc �' � � P Michael Shimer AB�ENT: �� ABSTAIN: b�G Staff/Others Present: VERIFIED By; Robert Spiegel, Councilmember Origina�. on File wit City Cl.erk's Office Richard Kelly, Mayor Pro Tempore Sheila Gilligan, Assistant City Manager Kristy Kneiding, Marketing 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 JANUARY 16, 2006 Norine Bowen moved, by Minute Motion, to approve the minutes of the January 16, 2007, meeting. Motion was seconded by Ric Mandelbaum and carried 6-0. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE FEBRUARY 20, 2007 V. NEW BUSINESS A. BIGHORN SAMSUNG WORLD CHAMPIONSHIPS THERESA MAGGIO, Marketing Director, and DENNIS NIGHSWANGER, General Manager at BIGHORN Golf Club distributed the Official Championship Program for the Samsung World Championship scheduled for October 9-15, 2007. Ms. Maggio stated that the survey results from last year's tournament were overwhelmingly positive. The Golf Channel and NBC have contracted to air the Samsung World Champion again this year. Over 400 residents of BIGHORN and their guests attended the tournament last year and were expected to attend again this year. Total attendance was about 15,000. The Palm Desert Visitor Center's table and display was well received by tournament guests. Upon question by Councilmember Spiegel, Ms. Maggio responded that BIGHORN's contracted with Samsung runs for one year at a time. Upon question by Mr. Mandelbaum, Ms. Maggio responded that rental equipment, transportation, public health and safety, and a greater number of attendees each year all factor into the increase of costs associated with the tournament. Upon question by Ms. Bowen, Ms. Maggio responded that the City of Palm Desert was the only sponsor for the Samsung World Championship. Mr. Shimer moved to, by Minute Motion, approve the $175,000 sponsorship request from BIGHORN Golf Club. Motion was seconded by Mr. Mandelbaum and carried 6-0. B. PSDRCVA MARKETING PLAN Kristy Kneiding gave an overview of each section of the CVA's Marketing Plan and pointed out the various partnership opportunities within the Plan. Upon question by Ms. O'Flynn, Ms. Kneiding discussed the progress of the CVA's meeting planner and resource guide. Ms. Kneiding will be attending the Travel Industry Tradeshow "Pow Wow" the third week of April at the Anaheim Convention Center. She believed this would be a good opportunity to learn whether these venues would be beneficial to the City's marketing efforts. While the CVA would be promoting the Valley as a whole, Ms. Kneiding will be distributing material specific to Palm Desert. Ms. Gilligan stated that the CVA has improved substantially and was impressed with the efforts put forth over the past year. Ms. Bowen moved to, by Minute Motion, approve staff's recommendation to receive and file information as presented. Motion was seconded by Mr. Darius and carried 6-0. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE FEBRUARY 20,2007 C. ADDITIONAL BRANDING EFFORTS Ms. Kneiding reviewed the history of the City's branding efforts. Ms. Close stated that the focus on print ads would be in Los Angeles, Orange County, and San Diego. Television commercials will coincide with the magazine print ads. Television and advertisements will run on KCET Los Angeles and Orange County, Cox Cable San Diego, and Time Warner in Los Angeles. This was a much tighter package now that Time Warner has taken over all of the Adelphi markets, which makes it a better buy for the City. Ms. Kneiding added that KCET audiences would travel to Palm Desert and they meet the City's demographics. Upon question by S1�eila Gilligan, Ms. Close responded thai ihere was some new media buys in the Branding Program. Upon question by Councilmember Spiegel, Ms. Kneiding responded that the Council would not have to approve any appropriation of funds, nor was the CVA included in the Branding Plan. The Los Angeles and Orange County drive market was a better way to promote the City during the shoulder season. The San Francisco, Portland, Seattle, and Chicago markets that the CVA was targeting were focused on long-term travel and selling of packages. With regard to tracking, she added that the print ads were coded for each magazine and she could track visitors to the City's website. Ms. O'Flynn was excited about the Branding Program. She expressed the desire to discuss promotional ideas and/or create a partnership with Desert Willow and/or the Visitor Center to work on a "Summer Savings Passport" coupon book. Mike Osgood stated that Desert Willow partnered with Tommy Bahama's with an offer for a free appetizer at Tommy Bahama's with a Desert Willow golf receipt. The promotion was successful and he was certainly open to any other promotional ideas. Councilmember Spiegel suggested that a subcommittee be formed to brainstorm lracking i�eas. Mr. Mandelbaum, Ms. O'Flynn, and Mr. Darius volunteered to be part of the subcommittee. Mr. Mandelbaum moved to, by Minute Motion, approve the branding plan as presented and to form a subcommittee to brainstorm tracking ideas. Motion was seconded by Ms. O'Flynn and carried 6-0. D. FISCAL. YEAR 2007/08 BUDGET Ms. Kneiding gave an overview of fiscal year 2007/08 budget documents. She said the website was three years old and may need a fresh new look. The City's E-government site was undergoing major revisions to make it user friendly and more informative. There was a lot of information on the tourism site that was 3 APPROVED MINUTES PALM DESERT MARKETING COMMtTTEE FEBRUARY 20, 2007 more appropriate to the E-government site so there will be a lot of reorganizing between those two sites as well. The professional services budget went up quite a bit because of the added funds for the public relations retainer. The majority of printing and postage costs were associated with the mailing of the BrightSide Newsletter. Upon question by Councilmember Spiegel, Ms. Kneiding responded that $60,000 of the $200,000 was retained in this budget to continue the public relations services. The remaining $140,000 was integrated into the marketing and advertising budget. She stated that the only increase from fiscal year 2006/07 budget was the $60,000 for the public relations retainer. The conference/seminar budget funds were not designated; however, if there was a Public Relations Society Conference or any press trip associated with media relations those funds would come out of that budgeted amount. Ms. Close and Ms. Kneiding gave an overview of the budget for the 2007/08 advertising campaign. Ms. Close stated that she reinvigorated the existing advertising campaign and it would be presented to the Committee at its March meeting. Ms. Kneiding stated that the Golf Cart Parade budgeted funds were moved from the Marketing budget to the Special Events budget. Mr. Mandelbaum moved to, by Minute Motion, approve the fiscal year 2007/08 budget as presented. Motion was seconded by Mr. Darius and carried 6-0. VI. OLD BUSINESS None VII. REPORT ON CITY COUNCIL ACTION (S) Councilmember Spiegel discussed a Channel 2 news story related to EI Paseo. Ms. Kneiding announced that the Council approved Kemper Sports to manage the Palm Desert Art of Food 8 Wine event, and the coop Spot Marketing Campaign with CVA. VIII. REPORTS AND REMARKS A. Chair Ms. O'Flynn reported that The Gardens concert series remains successful and attendance was growing. Three events will be held on the center lawn at The Gardens for Fashion Week EI Paseo. J Crew will be opening at The Gardens in Fall 2007. 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE FEBRUARY 20, 2007 B. Committee Members Ms. Bowen announced that groundbreaking for the redevelopment of Macy's Woman's building will begin on or around May 1, 2007. The grand opening celebration will coincide with Westfield Palm Desert's 25'h Anniversary in Fall 2008. Michael Shimer announced his promotion to Corporate Beverage Director for Tommy Bahama's. He will continue to oversee the operations of Tommy Bahama's on EI Paseo. Tommy Bahama's will introduce its Tommy Bahama's Rum on Friday, March 23`d at the "ThaYs EntertainmenY' tent during Fashion Week EI Paseo. Emily Bird-Hrivnak announced that the Marriott's lobby and sushi bar was complete and open for business. It has exceeded aN numbers projected for the lobby launch. Mr. Osgood reported that Desert Willow Golf Resort would be featured in a Cobra golf club commercial. C. Staff Ms. Kneiding reported that the Associated Press would be interviewing Pat Conlon, Director of Energy Management, regarding the City's Energy Initiative Program. IX. INFORMATIONAL ITEMS A. Visitor Information Center Activity Report Ms. Gomez reported that an increase of visitors from February 2006 to February 2007 was 25% and an increase in sales was 53%. X. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 3:30 p.m. Lori Wimbish, Recording Secretary 5