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HomeMy WebLinkAboutMinutes - Marketing Committee 05-20-2008 �� l—�L� �E��11.� PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, May 20, 2008 — 2:00 p.m. Administrative Conference Room I. CALL TO ORDER Sara O'Flynn called the meeting to order at 2:09 p.m. II. ROLL CALL Members Present: Members Absent: Sara O'Flynn, Chair Melissa Allensworth Theresa Maggio Emily Bird-Hrivnak, Vice Chair Lee Morcus Michael Shimer Brent Wise Staff/Others Present: Robert Spiegel, Mayor Pro Tem Dick Kelly, Councilman Sheila Gilligan, ACM, Community Services Kristy Kneiding, Marketing Manager �;��Y COUNCIL ACTION• Donna Gomez, Visitor Center Manage�ppROVED • � DE�tIED Michael Osgood, Desert Willow �CEIVED ;�� P �� OTHER Lori Wimbish, Recording Secretary • 1��TING DATE - `-C- ' III. ORAL COMMUNICATIONS AYES: � A70ES: � ' None 1�BSENT•�I c��n� ABSTAIN• �� IV. CONSENT CALENDAR �gIFIED BY: ' �ri�inal on File wit City Clerk' s Offi�E. A. MINUTES OF THE MEETING OF APRIL 22, 2008. Michael Shimer moved, by Minute Motion, to approve the minutes of the April 22, 2008, meeting. Motion was seconded by Lee Morcus and carried 5-0. V. NEW BUSINESS A FASHION WEEK EL PASEO KRISTY KNEIDING introduced Frank Jones from Palm Springs Life to the Committee. APPROYED MINUTES PALM DESERT MARKETING COMMITTEE MAY 20, 2008 FRANK JONES introduced Associate Publisher Mike Evans, Fashion Editor Susan Stein, who is also a professor at Fashion Institute of Design and Merchandising (FIDM) in Los Angeles, and Jim Doyle. Mr. Jones restated the overall goals of Fashion Week and distributed information regarding the event. Fashion Week was created as a way to celebrate and bring awareness to the street. This event has achieved international publicity for EI Paseo as a leader in design. Mr. Jones elaborated on the evolution of designers and media exposure received in the past three years. The designers that headlined Fashion Week have made a commitment to the west coast. Kevin Hall and Eduardo Lucero were both trained on the west coast. Lloyd Klein is a Parisian designer that chose to open his boutique fashion retail business in Los Angeles and not New York. He wrote a testimonial to what Fashion Week did for his career. Eduardo Lucero attended Fashion Week EI Paseo instead of Fashion Week Los Angeles. Mr. Jones announced that FIDM made a commitment to Fashion Week 2009. The top graduating students will preview their fashions, and FDIM will put its public relations team behind the event. There were 265 consecutive radio spots over 6 stations. Time Warner Cable gave about $300,000 in media exposure. The City of Palm Desert received $800,000 and $1 million worth of inedia locally, regionally, and internationally. Fashion Week included 17 week-long events, 68 daily events, 2 full street-wide events, and 8 main tent events. Eleven thousand dollars was raised and distributed to seven charities. There was a forty percent increase in ticket sales from last year. Fifty-five percent of the attendees came from outside the Coachella Valley and thirty-two percent outside of California. The Committee viewed an on-iine video that was pulled from an independent website by Mr. Jones. The Committee was given a more simplified budget document, and a discussion was held regarding same. Upon question by Lee Morcus, Mr. Jones responded that he did not know how to measure the success of the event in terms of economics. The event received national and international press. Fashion Week was advertised on German television, and print ads ran in Paris publications. He was prepared to discuss the budget numbers but felt that there was a philosophy wherein you have to determine whether the City feels there is value in the event. He thought that was something the Committee needed to decide. SUSAN STEIN stated that one unique thing about Fashion Week was that there was a great deal of consumer participation. A good indication of that was that the stores on EI Paseo tripled their business during that week. Ms. O'Flynn said she has watched Fashion Week evolve over the last three years. She has seen first-hand the amount of work and dedication that has gone into the event, along with the excitement that it generated on the street. She felt 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 20, 2008 strongly about the integrity of the event in terms of it being fashion, in terms of it being unique, and how exciting it was for the City. Upon question by Ms. O'Flynn, Mr. Jones responded that if they had the advertising dollars, they would advertise in major markets. He added that Palm Springs Life has been around a long time, with one-third of their subscribers living out of the area. The magazine was also displayed in about 150 newsstands. Upon question by Ms. O'Flynn, Mr. Jones stated that Tommy Bahama's put in about $50,000 worth of services, time, and personnel for a full evening event. Ms. O'Flynn asked if he considered that an in-kind sponsorship. Mr. Jones said he did. Upon question by Mayor Pro Tem Spiegel, Mr. Jones responded that there could be a possibility of including Westfield in the future. Upon further inquiry, he stated that he has had conversations with Gucci and Ralph Lauren. Ms. Stein stated that St. John participated in the Friday night gala. They supported Fashion Week and were pleased with the event. Upon question by Ms. Maggio, Ms. Stein responded that she would send her the published schedule of events. Michael Shimer stated that in 2005, the EI Paseo Association Board approached Palm Springs Life and asked them to create an event for the street in order to drive business. After this year, he could not have been more amazed with the results of Fashion Week. It was difficult to gauge how much business Fashion Week brought to the street due to it being held during season when the stores and restaurants are busy anyway. In the ten years that he has managed Tommy's in Palm Desert, he has always tried to look at the big picture both for the Tommy Bahama's brand and for the City of Palm Desert. The Art of Food & Wine and Fashion Week show the rest of the world that Palm Desert has more to offer than golf. The President of Tommy Bahama's Women's Division and its new marketing person were in attendance at Fashion Week and blown away by the event. Mr. Shimer made a motion to approve sponsorship for Fashion Week EI Paseo 2009, in the amount of$150,000. Sheila Gilligan commented on the success of Fashion Week and her belief that EI Paseo was unique and an attraction in itself. She thanked Michael Shimer and other people in the community that have helped make Fashion Week an incredible event. The City has received positive comments, and the event does tout a major attraction in the City, which is EI Paseo. She stated that the $300,000 request for sponsorship was a large amount to consider due to the current state of the economy but would leave that decision in the hands of the Marketing Committee. Ms. Kneiding reiterated comments made by Ms. Gilligan and several members of the Committee. She has become more involved with CVA activities, and she loved having the Art of Food 8� Wine in one pocket and Fashion Week EI Paseo in the other because they really showcase the high quality events that the City 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 20, 2008 offers. She placed an extraordinarily high value on these types of events and was looking at the promotional aspect, not just this year but five to ten years from now. She added that if the event was struggling and not gaining momentum, then it would be time to cut ties, but as long there was progression, year after year, she believed it was a good investment. Theresa Maggio understood the value of events and the exposure that they can create for the City. She appreciated what Palm Springs Life has done with Fashion Week and was impressed with the video and supporting materials. She could not commit to a $300,000 sponsorship but seconded Mr. Shimer's motion for$150,000. Michael Shimer moved, by Minute Motion, to approve a sponsorship amount of $150,000. Motion was seconded by Theresa Maggio and carried 5-0. B. LOS ANGELES RADIO PROMOTION Ms. Kneiding said the Canadian market has proven difficult to maneuver, so those advertising funds were diverted to the Los Angeles radio market. The radio promotions will draw listeners to the City's website, wherein they can enter a contest for a chance to win a vacation in Palm Desert. The vacation package includes a two night stay at the Marriott, Monday-Thursday, lunch for two at Desert Willow, $100 gift card for shopping or dining at The Gardens, and a $50 gas card. The vacation package will expire on September 1, 2008. The promotion began on Monday, May 19, 2008, and there have been 11 entries. The promotion will help increase the City's database. Ms. O'Flynn learned that radio was one of the most affordable and effective means of advertising. She was excited about this new endeavor. Ms. Kneiding stated that the Committee would receive a report on the Time Warner spots (Journey N) running in Los Angeles at its June meeting. She added that Palm Springs Life has developed an ad in conjunction with the CVA that dropped on Sunday, May 18, 2008. The ads were marketed to a certain demographic in the Los Angeles, Orange, and San Diego Counties. Ms. O'Flynn moved, by Minute Motion, to receive and file. Motion was seconded by Mr. Shimer and carried 5-0. C. PUBLIC RELATIONS ACTIVITY REPORT Ms. Kneiding stated that the Nancy Friedman Agency was doing a good job for the City. The Marriott Desert Springs Resort & Spa may have an opportunity to be featured on Good Morning America during its "Get-In-Shape Bridal Escape" segment. Ms. O'Flynn moved, by Minute Motion, to receive and file. Motion was seconded by Mr. Shimer and carried 5-0. 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 20, 2008 This item was posted on May 14, 2008, as an Addendum Agenda. D. COACHELLA VALLEY REPERTORY RON CELONA presented his proposal to the Committee. Mr. Celona was the past Artistic Director for the Joslyn Center Theatre and Players. After a year's absence, he has returned to the Valley to create a nonprofit educational, dramatic, and musical theatre organization whose primary goal was to present professional theatrical productions to residents and visitors of the Coachella Valley. First and foremost, he was seeking official city endorsements. Ms. O'Flynn complimented Mr. Celona on his accomplishments. She was supportive of his efforts and believed that his background with the Joslyn Senior Center would help him reach his goals for the Coachella Valley Repertory. She moved to approve staff's recommendation to endorse the project. Ms. Gilligan informed Mr. Celona of the Outside Agency/Charitable Contribution Funding program. She said she would send an application form to Mr. Celona and told him that the applications would be reviewed in March 2009. Ms. O'Flynn moved, by Minute Motion, to approve staff's recommendation to deliver a letter of support for the Coachella Valley Repertory. Motion was seconded by Mr. Morcus and carried 5-0. VI. CONTINUED BUSINESS None VII. OLD BUSINESS None VIII. REPORTS FROM CITY COUNCIL LIAISONS A. City Council Mayor Pro Tempore Spiegel stated that the Council would be reviewing and approving the 2008-09 budget document at its June 26, 2008, meeting. IX. REPORTS AND REMARKS A. Chair Ms. O'Flynn thanked the Committee for all its hard work and dedication. B. Committee Members Ms. Maggio reported ihat Bighorn's "Ladies Day OuY' was very successful this year. Tommy Bahama's restaurant has supported the event for the past five years, Mr. Morcus joined the event this year as a sponsor, and Ms. O'Flynn has 5 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 20, 2008 been her partner from the beginning. She thanked everyone for their support of the event. She shared information about Xavier High School and announced that a formal tour will be given on Thursday, May 29, 2008, at 9 a.m. Mr. Morcus announced that the Palm Springs restaurant community developed a program called, "Restaurant Week." Restaurants would provide dinner with pre- fixed menu items at a cost of $28 or $36, exclusive of alcoholic beverages and gratuity. It was his hope that it will grow to become a Valley-wide program. Mr. Shimer commented that the Orange County Tommy Bahama's participates in something similar, and it brings in a lot of business for them. A discussion ensued regarding past and present efforts at getting the California Restaurant Association Chapter in the desert. Mr. Wise said he has seen a downward turn in business; however, the traffic at Westfield was increasing. There were a number of different ideas being considered for upcoming development. Mr. Shimer announced Tommy Bahama's first ever lighter fare and lighter price dinner menu. He took the opportunity to express his gratitude for the time and effort that the City of Palm Desert took with the development of events and the decisions that are made in an effort to provide the citizenry with a great place to live and an equally great place to visit. MICHAEL OSGOOD reported that Desert Willow began its "Beat the HeaY' promotion. It includes golf, water, food and beverage breaks. It was very popular for residents and visitors alike. C. Staff In response to an inquiry by Mayor Pro Tempore Spiegel, Ms. Kneiding stated that the City of Rancho Mirage was marketing itself as the Palm Springs Valley. Ms. Kneiding reported that the ATHENA Award nominations were now open. Applications could be obtained from the Visitor Center, the Chamber of Commerce, and City Hall. The deadline for applications was July 1, 2008. Ms. Kneiding will be attending POW WOW with the CVA during the week of June 2-6, 2008, in Las Vegas. X. INFORMATIONAL ITEMS 1. Visitor Information Center Activity Report—April 2008 No comments. 6 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 20, 2008 XI. ADJOURNMENT With Committee concurrence the meeting was adjourned at 4 p.m. i D�G '�i�, Lori imbish, Recording Secretary 7