HomeMy WebLinkAboutSUPPTL INFO - '08 Fashion Wk. El Paseo _�
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l'ALM DESERT
PALM DESERT MARKETING COMMITTEE
PRELIMINARY MINUTES
Tuesday, July 17, 2007 — 2:00 p.m.
Administrative Conference Room
I. CALL TO ORDER
Chairwoman Sara O'Flynn called the meeting to order at 2:00 p.m.
II. ROLL CALL
Members Present: Members Absent:
Sara O'Flynn, Chair Emily Bird-Hrivnak
Rick Darius, Vice Chair Michael Shimer
Theresa Maggio
Lee Morcus
Staff/Others Present:
Robert Spiegel, Councilmember
Kristy Kneiding, Marketing Manager
Donna Gomez, Visitor Center 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 JUNE 19, 2007
Rick Darius moved, by Minute Motion, to approve the minutes of the June 19, 2007,
meeting. Motion was seconded by Theresa Maggio and carried 4-0.
V. NEW BUSINESS
A. FASHION WEEK EL PASEO 2007
MICHAEL EVANS gave an overview of Fashion Week EI Paseo 2007, and
introduced Sandy Yamamoto to the Committee. Mr. Evans distributed the 2008
Fashion Week EI Paseo Sponsorship Kit and the 2006 and 2007 Fashion Week
EI Paseo budgets. He went through the budget documents with the Committee.
The request for Presenting Sponsorship this year was $150,000. With the City's
continued support of Fashion Week EI Paseo, the event was poised to move into
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JULY 17, 2007
� its third year with a great deal of momentum. Fifty-three merchants participated
; last year, which was up from 41 the year before. There were 312 merchants on
the street and the goal was to have everyone participate. They were well ahead
of schedule with advertising the event, which was great with regard to securing
group sales and individual ticket purchases.
Mr. Evans spoke to the advertising associated with the event.
Dates for Fashion Week EI Paseo were set for March 23-30, 2008, and continues
� to be positioned between the Pacific Life Open and the Kraft Nabisco
� Tournament.
Upon question by Councilmember Spiegel, Mr. Evans explained the Category
Sponsorship level of participation. He added that Desert Publication funds
Fashion Week EI Paseo through the proceeds of the EI Paseo catalogue. Desert
Publication takes any financial loss associated with Fashion Week. They
anticipated that the event would take three years to make a profit and added that
they hoped to break even in 2008.
Upon question by Lee Morcus, Mr. Evans responded that the merchants on EI
Paseo were the only eligible participants. With regard to the restaurants, EI
Paseo restaurants were the first to be asked if they would be interested in
partnering with Fashion Week EI Paseo for its charity event. Restaurants that
are not located on EI Paseo were considered only if they needed additional
coverage.
Upon question by Piper Close, Mr. Evans stated that the opening night "runway
evenY'fee of$500 charged to each charity that participated was all-inclusive.
Kristy Kneiding said staff's recommendation for sponsorship was in the amount
of $100,000.
Ms. O'Flynn was concerned with increasing the level of sponsorship monies from
$100,000 to $150,000. Although the event has proven to be valuable for EI
Paseo, she still believed there was not justification for a $50,000 increase. She
felt that Palm Springs Life was in a better position to secure additional
sponsorships, and the City had done its part with regard to supporting Fashion
Week since its inception.
FRANK JONES stated that part of the reason the request for sponsorship was
$150,000 was due to the tent size being increased to accommodate 750 people.
The cost for that size of a tent would far exceed $70,000.
Mr. Evans stated that there were a number of items that would need to be
adjusted to accommodate a larger number of attendees other than the tent.
Upon question by Theresa Maggio, Mr. Evans responded that the charities get a
percentage of the proceeds. On the last day of the event there were eight to ten
racks of donated clothing that the Stroke Recovery Center housed for them.
Fashion Week International brought women from Shelter From the Storm to pick
out wardrobes so they could go on job interviews.
2
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JULY 17, 2007
Ms. O'Flynn moved, by Minute Motion, to approve sponsorship of Fashion Week EI
Paseo 2008 in the amount of $125,000. Motion was seconded by Mr. Darius and carried 3-1.
Ms. Maggio abstained.
B. 2007/08 BUDGET AND MEDIA PLAN
Ms. Kneiding gave an overview of the 2007/08 Budget that was approved by City
Council at its meeting of June 28, 2007.
Ms. Close gave an overview of the 2007/08 Media Plan that was approved by
City Council at its meeting of June 28, 2007.
Ms. O'Flynn moved, by Minute Motion, to receive and file the 2007/08 Budget and Media
Plan. Motion was seconded by Ms. Maggio and carried 4-0.
VI. OLD BUSINESS
None
VII. REPORTS FROM CITY COUNCIL LIAISONS
Councilmember Spiegel requested that Ms. Close research the website psview.com and
give a report at the Marketing Committee's next meeting.
VIII. REPORTS AND REMARKS
A. Chair
Ms. O'Flynn reported that The Gardens was slow in terms of foot traffic; however,
sales were good.
Ms. O'Flynn stated that Kate Spade would be moving into the new development.
Negotiations were being held with regard to the new development spaces. The
development will be two stories and 150 parking spaces in the rear. There will
two restaurants on either end. The same architectural firm that designed The
Gardens was designing the new buildings.
Ms. O'Flynn thanked the Committee for its patience with regard to the learning
curve associated with becoming Chair of the Committee.
B. Committee Members
Ms. Maggio commented that it was a good year for home sales at Bighorn.
Ms. Maggio announced that Tuesday, August 28, 2007, Lorena Ochoa would be
giving a golf clinic at the Desert Golf Academy.
Mike Osgood stated that Ms. Ochoa would be giving instruction to six junior
golfers.
3
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