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HomeMy WebLinkAboutMARKT CMTE - 01/15/08 � � x�.. PA,LM �ESER� PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, January 15, 2008 — 2:00 p.m. Administrative Conference Room � -� c `� w 0 I. CALL TO ORDER � x Sara O'Flynn called the meeting to order at 2:06 p.m. � � II. ROLL CALL A p., Members Present: Members Absent: H W � Emily Bird-Hrivnak Michael Shimer, Vice Chair �z H c� Sara O'Flynn, Chair p� ca o � Theresa Maggio o c� � Lee Morcus � o� Staff/Others Present: � +� -� Kristy Kneiding, Marketing Manager ,,,a u� �' Donna Gomez, Visitor Center Manager ��' � � � David Hermann, Management Analyst z ""' � � °� � � Piper Close, Full Gallop Marketing '� A A � " A `� Ruth Ann Moore, Economic Development Manager U � � z� H H H c��, ;ZKCr� •� �+ a � HcninwF � tr III. ORAL COMMUNICATIONS H � W � �+ o � � w �� U � a � �¢ z � �> �� Committee members will nominate and select Committee Chair and Vice Chair at its February meeting. IV. CONSENT CALENDAR A. MINUTES OF THE MEETtNG OF DECEMBER 18, 2007 Lee Morcus moved, by Minute Motion, to approve the minutes of the December 18, 2007, meeting. Motion was seconded by Emily Bird-Hrivnak and carried 4-0. V. NEW BUSINESS A. VISITOR DISCOUNT BROCHURE Kristy Kneiding gave background information on the Visitor Discount Brochure program. Staff contacted several companies to determine the best way to implement the program. Staff also met with merchants to brainstorm about what a discount brochure could bring to their business. After researching all possible avenues, staff felt that Desert Publications' proposal was the best fit for the City. Desert Publications would solicit offers from the retailers and produce the piece APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 15, 2008 with an initial printing of 10,000. Service industries would not be included in the brochure. RUTH ANN MOORE stated that her department was putting together a mailing list of every restaurant and business in Palm Desert for Desert Publications' use. A letter signed by the City Manager will also be included in the mailing. Upon question by Michael Osgood, Ms. Kneiding said the discount brochure would be valid for one year. The size would be that of a checkbook, which would make it convenient to carry in a pocket or purse. Upon question by Ms. O'Flynn, Ms. Kneiding said they would know the number of brochures distributed; however, they would have to rely on the merchants for feedback. Ms. O'Flynn was excited about this program because it was not targeted at a particular audience, but to all tourists who come to Palm Desert. Upon question by Mr. Morcus, Ms. Kneiding stated that the visitor would give the retailer the brochure and the retailer would hole punch the brochure, make a check mark, or draw a line through the retailer's name. This part of the process had yet to be determined. Upon inquiry by Ms. O'Flynn, Ms. Kneiding was comfortable with the $25,000 requested by Desert Publications and that cost was all inclusive. Upon question by Donna Gomez, Ms. Moore responded that there would be between 200 to 300 retailers. Upon question by Theresa Maggio, Ms. Moore stated that the City had a similar program during the summer. The challenge with the program was that it was very labor intensive; however, it was quite successful. Upon question by Mr. Morcus, Ms. Kneiding stated that she did not have an issue with the brochure being ready for distribution in late March. She felt that it would be a great test during the summer and fall months. Lee Morcus moved, by Minute Motion, to concur with staff recommendation to approve the visitor discount brochure concept and agreement with Desert Publications in the amount of $25,000. Motion was seconded by Ms. O'Flynn and carried 4-0. B. SPOTLIGHT ON THE DESERT Ms. Kneiding stated that Spotlight on the Desert was produced and hosted by Tanya McRae of KMIR-TV. Ms. McRae approached the City for the possibility of sponsorship. Staff has recommended that sponsorship be declined for several reasons. Firstly, the program was new and had a primarily local audience. The City likes to monitor a show for its viewership and its perception by the public before it considers a commitment of sponsorship. Secondly, staff's felt that it was not a good fit for the City. While other cities have sponsored the program, staff believed that the City's marketing dollars were better spent out of market. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 15, 2008 Ms. Maggio agreed with Ms. Kneiding in her assessment of the proposal. Mr. Morcus moved, by Minute Motion, to approve staff recommendation to decline sponsorship of Spotlight on the Desert. Motion was seconded by Ms. Bird-Hrivnak and carried 4-0. C. PUBLIC RELATIONS ACTIVITY REPORT Ms. Kneiding gave an overview of the report provided by the Nancy J. Friedman Public Relations agency, which include all of the advertisements done by the Friedman Agency. She said the Committee would be receiving these reports on a quarterly basis. The Friedman Agency also assisted with the Travel Media Showcase last month. Upon question by Mr. Morcus, Ms. Kneiding responded that public relations and advertising for the local area was managed by her. Ms. O'Flynn commented that she was impressed with the coverage and felt the Friedman Agency was doing a great job. Ms. O'Flynn moved, by Minute Motion, to receive and file Public Relations Activity Report. Motion was seconded by Ms. Maggio and carried 4-0. VI. OLD BUSINESS A. ART OF FOOD &WINE FOLLOW-UP Ms. Kneiding announced that the City Council approved the Art of Food & Wine event by a 3-2 vote at its meeting on January 10, 2008. She attached the staff report a copy of the budget and projected budget for 2008. Kemper gave staff wrap up binders that were available for viewing by the Committee. The money Kemper spent to produce the event was actually under budget by not meeting their projected revenue target. There was a shortage of $192,000, but it was not quite in the same way as presented in the media. The City received over $800,000 worth of promotion for the event at a cost of about $230,000. They parlayed $800,000 worth of inedia exposure via television, magazines, and radio. From the City's perspective the event cost $700,000 and it received $800,000 in promotion. That fact alone made the event worthy of support. Kemper addressed the comments regarding comp tickets. There were no free tickets given out for the event; however, there were tickets given in return for sponsorships. The ticket incentive was relatively high for sponsorships; however, it helped defer some of the cash costs associated with setting up the event. . Ms. Kneiding pointed out that in the Art of Food & Wine budget there was a significant amount of in-kind sponsorships. Kemper did very well at getting community input and partnerships, which is all part of building an event. Ms. Kneiding thanked everyone on the Marketing Committee for their support. 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 15, 2008 Ms. O'Flynn moved, by Minute Motion, to receive and file the Art of Food & Wine Follow- up report. Motion was seconded by Mr. Morcus and carried 4-0. VII. REPORTS FROM CITY COUNCIL LIAISONS A. City Council None VIII. REPORTS AND REMARKS A. Chair Ms. O'Flynn stated that retail sales at the end of December were not as good as last year. The 3'd Annual Fashion Week EI Paseo is scheduled for March 23-30, 2008. The event is very popular and continues to grow each year. Mr. Osgood suggested that the Art of Food & Wine event could be promoted at Fashion Week EI Paseo. Ms. Kneiding stated that a "Reminder Card" about the Art of Food & Wine event could be put into the gift bags that were provided to the attendees at Fashion Week EI Paseo. Mr. Osgood stated that Desert Willow was starting to promote the Art of Food &Wine event. The Gardens on EI Paseo will celebrate its 10`h Anniversary of the Wine & Music Series. The Gardens has risen over $500,000 for local charities in the last 10 years. The inaugural concert on February 2, 2008, will feature Jim Fitzgerald a nominee for the "Man About Town" contest. B. Committee Members Ms. Bird-Hrivnak reported that the beginning of January has been a little slow, but looking forward to a good season. Ms. Maggio said January also started out slow at Bighorn; however, the fourth quarter figures showed over $77 million in real estate sales. They have $23 million closing in January, which is very exciting. 2008 is starting out great! Mr. Morcus reported on a study session he attended at the CVA last week wherein they discussed the Canadian tourism market. The perception of the desert was that it was still a sleepy little desert community. He felt the statement was really powertul because it wasn't something they, as a body of traveling tourism people, had really considered in quite some time. He believed that a reeducation of the Canadian traveler was going to be necessary to capture that market. He commented that the numbers for his business were up so far for January and was encouraged by that. He was hopeful that the local and drive markets from southern California would sustain some of the recessionary and discretionary spending pressures that he was planning to see over the next couple of years. 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 15, 2008 They were planning for economic difficulties and hoped they would be wrong. Although, he didn't believe the worse was behind them either. C. Staff Ms. Kneiding responded to Mr. Morcus' statement about the Canadian market. She will bring the television commercial to the Marketing Committee for review that will be shown in the market showing that this is a very young and active place to visit. She also went to an International Sales Meeting at the CVA and they are taking part in a tour operator/sales mission through Vancouver, Edmonton, and Toronto. CVA is working on the education of the Canadian tour agencies and hopefully with us being in that market will compliment all other efforts. IX. INFORMATIONAL ITEMS 1. CVA Co-op Marketing Campaign Ms. Kneiding reported that the co-ops marketing campaign was going very well. The City's ad was inserted in Travel & Leisure Magazine, National Geographic Traveler Magazine, and Food &Wine Magazine. 2. Advertising Schedule No report. 3. Visitor Information Center Activity Report Ms. Kneiding gave an overview of the Tourism Lead Report that was included with the Visitor Information Center's Activity Report. She stated that it listed nearly all the publications that the City was advertising in; however, not all publications offer a reader response and they rely heavily on the reader responses in order to track activity. Mr. Morcus commented that seeing activity out of Florida was interesting since it was also a resort market. Ms. Gomez commented that the Visitor Center's numbers were consistent with the retail industry. Although they have been flat based on visitor numbers and sales; she was glad they were staying even. X. ADJOURNMENT With Committee concurrence, the meeting adjourned at 2:50 p.m. � � ����� Lori imbish, Recording Secretary 5