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HomeMy WebLinkAboutMinutes - Marketing Committee 10-16-2007 . ['ALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINTUES Tuesday, October 16, 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: Emily Bird-Hrivnak Theresa Maggio Rick Darius, Vice Chair Lee Morcus Sara O'Flynn, Chair Michael Shimer Staff/Others Present: �ITY COUNCIL ACTIUN: Dick Kelly, Mayor �'pROVED � DENIED Robert Spiegel, Councilmember ��IVED OTHER _ Kristy Kneiding, Marketing Manage�ETING DATE - Piper Close, Full Gallop Marketing�g; Mike Osgood, Desert Willow NOE3: Lori Wimbish, Recording Secretary�SENT: j�BSTAIN• III. ORAL COMMUNICATIONS 11E�tIFIED BY: � - rn ('�riginal on File wit City Clerk' s Offi�� None IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF SEPTEMBER 18, 2007 Michael Shimer moved, by Minute Motion, to approve the minutes of the September 18, 2007, meeting. Motion was seconded by Emily Bird-Hrivnak and ca�ied 4-0. V. NEW BUSINESS A. DINE OUT DINING GUIDE PROPOSAL MICHAEL EVANS the Associate Publisher with Desert Publications presented the Dining Guide proposal to the Committee. He distributed handouts, which highlighted the magazines distribution areas. Kristy Kneiding stated that additional Dining Guides were printed and made available at the Visitor Information Center. All Palm Desert restaurants receive a APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 16, 2007 free listing in the Dining Guide; however, each restaurant also has the opportunity to purchase an ad at the rate of $500. That ad purchase includes the promotional items available from Desert Publications, which has the restauranYs ad on the Branded Menu Lamp Cards and Branded Mint Boxes. Upon question by Ms. O'Flynn, Ms. Kneiding responded that the City's financial commitment last year was the same as this year's request of$46,000. Upon question by Mike Osgood, Ms. Kneiding responded that her staff keeps track of the restaurants opening and closing throughout the year. Ms. Kneiding added that the $46,000 was in the 2007/08 Marketing budget. Ms. Bird-Hrivnak moved, by Minute Motion, to approve the contract with Desert Publications to produce the dining guide in an amount not to exceed $46,000. Motion was seconded by Ms. O'Flynn and carried 4-0. B. PSDRCVA SPOT MARKETING CO-OP REQUEST WOODY PEEK, Vice President Travel Industry Sales $ Membership with the CVA, presented the Spot Marketing Co-op request. Mr. Peek elaborated on the CVA's partnership with Alaska and American Airlines. Those partnerships have proven to be beneficial for both the CVA and the City of Palm Desert. The industry overall felt that they needed to do something to address strengthening its relationship with the airlines and to help grow service into the desert. The CVA implemented a program and partnered with Alaska and American Airlines. The funding was around $400,000 with an additional trade added value, i.e., golf courses, hotels and product. They implemented a $1.66 million ad campaign in four cities. The air carriers were telling the CVA that its investment would need to be ongoing and would take at least 18 to 24 months to see results from its advertising. Since partnering with the CVA, Alaska Airlines passenger load was over 30,000 year-to-date. Alaska was very pleased. In fact, beginning July 1, 2007, they gained non-stop service from Seattle to Palm Springs running through the summer, which they have never had before. They also gained San Jose as a service area. The CVA sat down with Alaska and looked at the bigger picture of the program and Alaska wanted to continue the partnership into the future. Alaska wanted the CVA to add Vancouver as one of its cities because Vancouver had increased booking levels as one of the top three cities that business was coming from during the promotional period. While they didn't necessarily do this to generate hotel room nights they went into the program with 299 room nights on the books and to date they have over 900 room nights on the books. So it has positively impacted room nights. Alaska has seen a direct relationship with its passenger loads as a result of advertising with the CVA. The CVA was putting together its programs for next year and they have spoken to the majority of the cities that partnered last year, along with the airport, and they would like to continue this program with Alaska and possibly American at the same level as last year. Alaska received 17 aircraft at the end of the year from a relationship that will end with Frontier Airlines. They 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 16, 2007 have begun to phase that aircraft into their schedule and were now running Portland to Boston and Portland to Miami, which will enable them to extend to the east coast. Brad Walker, Vice President of Sales and Marketing for Alaska Airlines, has taken a vested interest in the destination. He sits on the CVA's Advisory Board and Mr. Peek believed they have the beginnings of a very good relationship with Alaska Airlines. Mr. Peek elaborated further on the positive feedback the CVA has been given by Alaska Airlines and American. The publicity and increased travel to the Coachella Valley through this program has warranted the CVA's desire to continue its relationship with the airlines. Ms. Kneiding stated that from her perspective, this program was attractive in that not only were we building service, but we were advertising and promoting the entire destination as well. The promotional benefits have turned $400,000 into a million dollars worth of advertising. It takes a lot of time, effort and strategy to do that. She felt that last year's campaign from staff's level was just the beginning. There has been a big impact, both through the hotels as well as the airline service from this program. The current opportunity with Alaska and the opportunity to go into the east coast market, or to be considered for an east coast flight service, are huge for the Coachella Valley. Ms. Kneiding stated that the City did not budget funds for this program this year because they wanted to see the results from last year's contribution. All evidence shows that the program has proven beneficial to the City of Palm Desert. Upon question by Mr. Shimer, Ms. Kneiding responded that the City's contribution last year was $50,000. Mr. Peek said that La Quinta, Indian Wells and Rancho Mirage would be continuing its participation in the program this year in the amount of$50,000. Ms. Kneiding stated that two cities came in at $25,000 and as a result those two cities were not able to be included in all three markets. Contribution of $50,000 allows participation in all three markets. Mr. Peek said they have dialogue from Indio that in 2008 they will be contributing $50,000, so all eight cities will be in the airport program. Ms. O'Flynn commented that the numbers of pa�ticipants in July and August was very exciting. Upon question by Mr. Shimer, Mr. Peek responded that Alaska Airlines was interested in Vancouver, Seattle, Portland, and San Francisco markets. In the past week and a half they had been working with Alaska Airlines, West Jet and BCAA (Canadian companies) to develop programs going into next year. The long-term stay rentals reported an increase; however our hotel community was not experiencing that so the CVA was asked to develop a stronger message in the Canadian market for the hotels, which they will definitely do. The majority of 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 16, 2007 people visiting from those areas were looking to relocate or purchase a second home. Ms. Kneiding suggested that the CVA attend Marketing Committee meetings quarterly for the purpose of updating the Committee on activities happening with regard to tourism. She felt it was important to keep the Committee informed. Mr. Peek responded that he would welcome that opportunity. Ms. Kneiding stated that this item would go before City Council on November 8, 2007, meeting. Mr. Shimer moved, by Minute Motion, to approve the CVA spot marketing campaign in the amount of$50,000. Motion was seconded by Rick Darius and carried 4-0. C. PUBLIC RELATIONS ACTIVITIES JUNE - SEPTEMBER Ms. Kneiding gave an update on the Nancy J. Friedman activity reports. There was an article in Forbes Life Magazine featuring Mike Osgood and pictures of Desert Willow stating that Desert Willow was a facility ahead of the game in green building. Included with the staff report was a listing of inedia placement. Ms. Kneiding announced that a writer from the LA Times visited Desert Springs Marriott unannounced and had great things to say about the hotel. She congratulated the Marriott on a job well done. Ms. Bird-Hrivnak stated that the article would be published on the 28`h of October in the travel section. Mr. Shimer moved, by Minute Motion, to receive and file the public relations activities information. Motion was seconded by Mr. Darius and carried 4-0. D. NANCY J. FRIEDMAN PUBLIC RELATIONS CONTRACT Ms. Kneiding reported that the City had completed its first year with the Nancy J. Friedman Agency. Ms. Gilligan, Ms. Kneiding, and Ms. Bird-Hrivnak met with Nancy Leonard, Regional Marketing Director for Nancy J. Friedman Agency, at the Desert Springs Marriott. The City and the Marriott were pleased with the results of this past year's public relations campaign. Staff was also pleased with the amount of time that the Nancy J. Friedman Agency was spending on the City's account and supported an extension of its contract for another year at the same rate of$5,000 per month. Upon question by Ms. O'Flynn, Ms. Kneiding responded that $5,000 per month was the same amount as last year. Mr. Shimer moved, by Minute Motion, to approve the Nancy J. Friedman Public Relations Contract in the amount of $5,000 per month for a one-year period. Motion was seconded by Ms. Bird-Hrivnak and carried 4-0. 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 16, 2007 VI. OLD BUSINESS None VII. REPORTS FROM CITY COUNCIL LIAISONS Mayor Kelly expanded on the Samsung World Championship Tournament and the success of Lorena Ochoa Day. There was a lot of televised publicity for Palm Desert and Desert Willow during the Samsung tournament. He congratulated the staff from Desert Willow on doing a fantastic job with the Lorena Ochoa Day event. Ms. Ochoa posed for pictures with the greens keepers at Desert Willow and BIGHORN. Mayor Kelly commented that Ms. Ochoa was a super, super nice lady. He said the Samsung tournament may not be returning to BIGHORN next year due to the amount of money it takes to sponsor and host a major golf tournament. Councilmember Spiegel announced that the "Summer of Fun Concert and Movie Series" was being moved to May 151 through July 4'h. He believed they would get a better resident turnout earlier in the summer. Councilmember Spiegel reported that City Council continued the Virginia Waring item on its September 11, 2007, agenda because the presenting individuals were out of town. Mayor Kelly announced the Jackie Cochran Air Show on Saturday, November 3, 2007. The air show and parking are free. The event will bring 40,000 to 50,000 people into the valley. Upon question by Councilmember Spiegel, Committee members commented that it was difficult to attend city functions (Committee/Commission appreciation brunch) on the weekends. The consensus of the members was that evening events during the week were more conducive to their busy schedules. VIII. REPORTS AND REMARKS A. Chair Ms. O'Flynn gave an update on The Gardens participation during the Art of Food and Wine Event. B. Committee Members Ms. Bird- Hrivnak reported that the MarriotYs new "Spa" was fabulous and if any committee member would like to tour the facility she would be happy to make those arrangements. They have received a lot of great publicity. C. Staff Ms. Kneiding gave an overview of the Art of Food & Wine event. Planning was going well. Advanced ticket sales for the Sparkling Champagne and Chocolate on Thursday evening at the McCallum were doing well. 5 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 16, 2007 Fifty EI Paseo stores will participate at the Friday night Wine on EI Paseo event. There will be chef demonstrations and in-store activities as well as wine tasting in specified areas on the street. Gordon Goodwin and his Big Phat Band will be performing at the Civic Center Park on Friday evening after the Wine on EI Paseo event. Grand Tasting events will be held Saturday and Sunday at the Desert Springs Marriott. Forty-five wineries as well as twenty restaurants will participate at the Grand Tasting events. The celebrity chefs will be announced on Friday, October 26, 2007, at a press conference to be held at The Gardens on EI Paseo at 10:30 a.m. A Veteran's Day Memorial Dedication will take place at Freedom Park on Sunday, November 11, 2007, at 11 a.m. Ms. Kneiding reported on a talk she attended given by Caroline Beteta, Executive Director of the California Travel and Tourism Committee, held at the Palm Springs Convention Center. Seventy people from the Coachella Valley were in attendance. Ms. Beteta spoke about the importance of food and wine to California tourism. She played the City of Palm Desert's video of last year's Art of Food 8 Wine event and commented on how great the Food and Wine event was and how it tied in perfectly with the state's initiative. A food and wine website was being created for the State of California. An Art of Food and Wine event needs to be supported and can be beneficial for any city. Ms. Kneiding felt that even though the Art of Food and Wine event took a lot of hard work it would pay off in the end. Donna Gomez reported on the 2nd Annual Desert Garden Community Day event at the Visitor Center this past Saturday. The attendance doubled from last year. Fifteen different agencies were involved including, 13 booths represented by COD; UCR; Palm Desert Middle School; the three valley water agencies; The Living Desert; and more. Ms. Gomez and Paul Ortega from the Desert Horticultural Society coordinated the event. There were great articles in the BrightSide as well as in the newspaper. There was also a banner on Hwy 111, which she believed was a great way to bring people into the Visitor Center. The 2"d Annual Wreath Lighting Ceremony was scheduled to be held on November 30`h at 5:30 p.m. hosted by the Visitor Center. The Desert Carolers will entertain, refreshments will be served, and the Palm Desert Youth Committee has offered to volunteer their time. The Historical Society will participate by bringing their fire engine to the Visitor Center with Santa as a passenger. Ms. Gomez reported on another event taking place November 26-30, 2007, at the Morongo Casino called "Travel Media Showcase." A group of 120 travel writers will be hosted by Morongo Casino; however, the Visitor Center has an opportunity to sponsor one lunch for the group, which will encompass a two hour time period. During those two hours Ms. Gomez will promote Palm Desert with the help of The Living Desert and EI Paseo. There will be another opportunity to bring in 30 to 50 of the travel writers to EI Paseo on Wednesday, November 28`h. The Gardens will host a wine and cheese reception. Afterwards the writers have the choice to join an art docent tour or to shop on EI Paseo. 6 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 16, 2007 The Visitor Center will also be hosting a post FAM tour for up to 10 travel writers. One writer from "Town and Country" magazine has already signed up for the tour. Desert Springs Marriott has offered to host the travel writers for the entire day including a one-night stay and dinner. Breakfast will be served at Desert Willow. Michael Osgood announced that the Palm Desert Rotary Club was selling breakfast tickets for the morning of the Golf Cart Parade. The tickets were $5 each. Mayor Kelly will be cooking up pancakes at the breakfast. Ms. Kneiding announced the ATHENA Awards Luncheon would be held at Desert Willow on Wednesday, October 31, 2007. IX. INFORMATIONAL ITEMS 1. Visitor Information Center Activity Report Ms. Kneiding briefly reviewed the activity reports. 2. Advertising Media Schedule July 07-June 08 No discussion was held on this item. X. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 3:30 p.m. \ l�t//�'1'1 Lori imbish, Recording Secretary 7