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Home My WebLink AboutSR - C27170 - Public Relations Svcs ��1� � � CITY OF PALM DESERT COMMUNITY SERVICES STAFF REPORT REQUEST: Award Contract No. c2�l�o to Nancy J. Friedman Public Relations in the amount of$72,000 for Public Relations Services. SUBMITTED BY: Kristy Kneiding, Marketing Manager DATE: November 8, 2007 CONTENT: Nancy J. Friedman Contract Draft Marketing Committee Minutes October 16, 2007 Recommendation: By Minute Motion: 1) Concur with the Marketing Committee's recommendation and award Contract No. c2�i�o to Nancy J. Friedman Public Relations in the amount of $72,000 for Public Relations Services through October 31, 2008; 2) authorize the Mayor to execute the agreement on behalf of the City. Executive Summary: For the past year Palm Desert has retained the services of Nancy J. Friedman Public Relations to add yet another component to the City's marketing program. This was the first year this avenue for additional reach and exposure for City attractions, programs, and events had been pursued. The effort has proven that public relations is an important component to a successful marketing program. Continuous progress and clipping reports submitted over the year have provided proof of the benefits received from agency activities. While public relations agencies are an expensive undertaking, Palm Desert had the opportunity to partner with the Desert Springs JW Marriott and benefit from a reduced monthly retainer and shared expenses. By working cooperatively with the Marriott, the City had a unified voice promoting the destination at an affordable cost of$5,000 per month, plus reimbursable expenses. Expenses cover the cost of bringing writers and media to the area (familiarization trips). Funds to support this initiative were included in the 2007/08 Marketing budget and are available in Account Number 110-4417-414- 3090. Nancy J. Friedman Public Relations Staff Report Page 2 Discussion: During the past year, the City embarked on a new marketing strategy that included retaining the services of Nancy J. Friedman Public Relations. Located in New York, this agency is one of the most well-respected and well-connected in the tourism industry. Location is of key importance as New York is the central location of the major travel magazines and publications of interest to Palm Desert. By renewing the contract with Friedman PR, the City would continue to take full advantage of a New York based agency that is familiar with our area and everything the City has to offer and do so in the most cost-effective manner. Continuous progress and clipping reports submitted over the year have provided proof of the benefits received from agency activities. Palm Desert and the Marriott have received national media coverage by well-respected writers in key media outlets. The City's energy initiatives, Desert Willow Golf Resort, The Living Desert, and other hotels such as the Mod Resort also have received national exposure. Some of the media outlets include CNN and CNN.com, About.com, Los Angeles Times, Associated Press nationally syndicated columns, Score Golf, and USA Today, to name a few. The results of just one year's activities have been impressive. Many additional results from agency pitches, familiarization tours, and contacts have yet to be realized and will come to fruition in the coming year. Therefore, Staff is recommending a one-year renewal of the contract with Nancy J. Friedman Public Relations at $5,000 per month plus $12,000 per year in expenses. Funds to continue this initiative were included in the 2007/08 Marketing budget and are available in Account Number 110-4417-414-3090. ! ,.._.. � ,... 1 � ,. Submitted By: %� Dep 'rtmen�.He l �� ,` ;J � <��-�' Kristy Kneiding f Sheila R. Gilliga Marketing Manager Assistant City Manager ' Approval: �.C�6! —J Carlos L. Ortega Paul Gibson City Manager Director of Finance �'ITY COUNCIL�TION: APPROUED DENIED RECE�.cdTED QTI-�.ER AY�S��OI� �� ll� �c��: �s�:��o /"A.Ua711'9.I.1V s VEFtIFIED BY s 7r�ginal on Fil� wi City Clerk' � OffirE PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 16, 2007 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 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. 4 DR AFT PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 16, 2007 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. 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 supe�, 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 15` through July 4th. He believed they would get a better resident turnout earlier in the summer. Councilmember Spiegel recommended that the City Council continue 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 was free as well as the parking. The event will bring in 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 an event during the week in the evening would be 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. This week the owners of The Gardens were meeting to discuss the expansion of Sachs. She will report on any new developments as they happen. B. Committee Members 5