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HomeMy WebLinkAboutMinutes - Marketing Committee 01/20/09 , � [''"�LM D ES E RT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, January 20, 2009 — 2:00 p.m. Administrative Conference Room I. CALL TO ORDER Sara O'Flynn called the meeting to order at 2:05 p.m. II. ROLL CALL Members Present: Members Absent: Sara O'Flynn, Chair Emily Bird-Hrivnak, Vice Chair Theresa Maggio Lee Morcus Michael Shimer Brent Wise Staff/Others Present: CITY COUNCILACTION Bob Spiegel, Mayor A��PROVFD nrNrr� Dick Kelly, Councilmember RECEIVED���_ OTHF..R Sheila Gilligan, Assistant City Manager MEETING DAT - Kristy Kneiding, Marketing Manager � Donna Gomez, Visitor Center Manager AYES: � r �i � E David Hermann, Management Analyst NOI�s: �0r%/��' Bruce Nation, Desert Willow Golf Resort A13�i:1vT: , on�; ABSTA[1�1: � Lori Wimbish, Recording Secretary VF,RIFIFU BY• �/' III. ORAL COMMUNICATIONS Original on File with City Clerk s Uftice None IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF NOVEMBER 18, 2008. Michael Shimer moved, by Minute Motion, to approve the minutes of the November 18, 2008, meeting as presented. Motion was seconded by Theresa Maggio and carried 4-0. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 20, 2009 V. NEW BUSINESS A. ART OF FOOD & WINE FESTIVAL WRAP UP AMY HARRIS, representative from KemperSports, presented the wrap up of the 2008 Art of Food & Wine festival. Goals for the 2008 Art of Food & Wine festival were to build on the success of the two day Grand Tasting events as the key note of the festival. The operational outlay of the grand tasting events was streamlined and the weekend highlighted the treasures of the City including the McCallum Theatre, Desert Willow Golf Resort, EI Paseo, and Desert Springs Marriott. There were 4,700 people in attendance and ticket sales were up 20%. Total attendance was up 30% and 25% of the attendees were from out-of- state. Grand Tasting events were up over 13%; Saturday 1,260 and Sunday 975. Opening night "Food Flight" attendance was up 40% from 2007. Four hundred people attended the "Sweet Dreams" event. The B52's concert at the McCallum Theatre had 900 people in attendance with 25% of attendees from out of the area. According to the merchants on EI Paseo, traffic increased exponentially. Seventy-five percent of attendees were from California; 20% were international. Out of the 75% from California, a little under half were from the Coachella Valley; 50% of those were from Palm Desert. The information above was gleaned from questionnaires completed by online ticket purchasers. Advertising costs were lowered by 10% with increased exposure of 10°/a. Corporate cash sponsorship was up 20% with over $1 million in total sponsorships. There were 7 local hotel partnerships, which was up from 2 in 2007, and donated about $12,000 to 7 different organizations in and around the valley. Kemper's preliminary plans for 2009 are as follows: remain mindful of the current economic conditions and put forth a budget that lowers City funding, optimize the event schedule, maximize the operational budget, maintain the four day festival status and host a charity wine dinner on Thursday evening as the weekend kick-off. They are looking into programs to distribute the edible leftovers to charity and the non-edible leftovers to local organic farmers for composting. Ms. Harris spoke about the marketing and advertising plan. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 20, 2009 Upon question by Ms. O'Flynn, Ms. Harris responded that she did survey participants of last year's festival to determine what changes needed to be made in 2008. She believed that KemperSports made the changes that were necessary. She added that survey results would be available to the Committee members. Ms. O'Flynn believed that the festival was very well attended. She knew of the changes Ms. Harris spoke to and she recognized the effort that was put into making 2008 better than 2007. She did not want to lose site of the "let's keep moving forward" mantra expressed by Ms. Harris. Upon inquiry by Ms. Maggio, Ms. Kneiding responded that the number of exhibitors increased in 2008. Mr. Shimer commented that it was better organized this year. The Grand Tasting at the Marriott was beautiful but the set-up and breakdown still had challenges. The EI Paseo street event was really good. He would like to see the festival continue; however, he would like to see it cut back significantly for 2009. He was not sure that a four day event was warranted. Ms. O'Flynn responded that she loves the event as well and was interested in seeing signature events in the City. Brent Wise said that Westfield was represented at each one of the events and received comments from his employees that the age gap had widened and there was a younger crowd. Every one of them commented on how much fun they had and how enjoyable it was. He was thinking that there was an audience and/or market that they have not touched yet, which could be individuals in their twenties. He was in support of the event taking place again next year. Ms. Harris said that the surveys received after the event stated that the operations ran smoothly and received several follow up letters noting the same. Ms. Kneiding stated that she would be receiving information from Fleishman and Hillard Communications Group who provided a report to the CVA regarding the Art of Food & Wine festival. She added that Sunset Magazine expressed a serious interest in getting behind an event like this one. They believed it was the perFect location and could see it becoming lifestyle oriented, which sets us apart from any other food and wine festival. From that perspective, it was exciting to see enthusiasm being generated from the event. 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 20, 2009 Ms. Harris commented that she has received calls from vendors asking about 2009. She believed there was a great deal of momentum and would like to see it continue. Mr. Shimer moved, by Minute Motion, to receive and file 2008 Wrap Up Report. Ms. Maggio seconded the motion and carried 4-0. Ms. O'Flynn moved, by Minute Motion, to approve the 2009 Art of Food & Wine festival. Mr. Wise seconded the motion and carried 4-0. B. MEDIA PLAN UPDATE Ms. Kneiding stated that the media plan was revised to look towards new opportunities. She reviewed the changes and movement of dollars within the media plan. She requested that the Committee members go to the newly launched website and provide feedback. Ms. O'Flynn had an opportunity to look at the website and stated that it was very easy to move through to extract information. The look is fresh and she liked the color. Ms. O'Flynn moved, by Minute Motion, to receive and file the Media Plan Update. Mr. Shimer seconded the motion and carried 4-0. C. FORMATION OF A MARKETING SERVICES SELECTION SUBCOMMITTEE Ms. Kneiding stated that the City was going out to bid for Advertising and Marketing Services. The Resolution requires that the City go out to bid every 5 years, and that last occurred in 2005. Based on what she was seeing in the market place with the City of La Quinta and the CVA both going out to bid for marketing firms, she believed the City would be receiving quite a few. She requested formation of a subcommittee to help go through the initial proposals to make sure the Committee has input on what firm is qualified to make the second round of interviews. Emily Bird- Hrivnak requested to be on the subcommittee. Ms. Maggio and Ms. O'Flynn also volunteered their time. Ms.,Kneiding stated that the RFP will go to the City Council meeting of Thursday, January 22, 2009. The proposals will be due by the end of the day on February 17, 2009. 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 20, 2009 Ms. O'Flynn moved, by Minute Motion, to approve the formation of a Marketing Services Selection Subcommittee consisting of Members Ms. Bird-Hrivnak, Ms. Maggio and Ms. O'Flynn. Ms. Maggio seconded the motion and carried 4-0. D. PUBLIC RELATIONS ACTIVITY REPORT & 2009 PLAN Ms. Kneiding reviewed the public relations activity report with the Committee. Upon question by Mayor Spiegel, Ms. Kneiding responded that it was not easy to measure public relations impressions. Tracking was based on the circulation of the magazine, how many people view the website, and also what the value is of advertising in specific publications. In today's market, the vacationer is researching his/her destination. She believed that the editorial part of public relations folds in nicely with advertising the City. Ms. Kneiding stated that the Nancy J. Friedman PR Agency was well respected in the travel industry. The Friedman agency has the time and attention to detail to follow up and make sure every niche is being serviced. Ms. Gilligan added that the Marketing Department has done a great job in getting the City's brand out into the public and people are visiting Palm Desert. She believed that the effort Nancy J. Friedman puts into promoting the City was hugely successful. Mr. Shimer moved, by Minute Motion, to receive and file the Public Relations Activity Report & 2009 Plan. Ms. Maggio seconded the motion and carried 4-0. VI. CONTINUED BUSINESS None VII. OLD BUSINESS None VIII. REPORTS FROM CITY COUNCIL LIAISONS A. City Council Mayor Spiegel reported that the CVA and The Desert Sun have hired an individual to work on both on the CVA website and the The Desert Sun's website simultaneously. This new position will create cohesiveness between the two organizations. 5 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 20, 2009 Mayor Spiegel also mentioned that Rancho Mirage was spending a lot of money on promoting its restaurants. Councilman Kelly suggested that the Marketing Committee put together a subcommittee to explore what could be done to promote the City's restaurants. Ms. O'Flynn thought that was a great idea and inquired about Restaurant Week. Mr. Shimer said he received word of a valley-wide restaurant association. There is a $300 fee to join the association. He believed that creating a valley-wide restaurant association was a good idea; however, it remains a work in progress. A conversation ensued about what other cities where doing with regard to promoting its restaurants. Ms. Gilligan suggested that Mr. Shimer work with City staff and the General Manger of Ruth Chris to brainstorm some ideas. She would like Mr. Shimer to report back to the Committee. Mayor Spiegel suggested that the BrightSide be utilized for advertising the City's restaurants. IX. REPORTS AND REMARKS A. Chair Ms. O'Flynn announced The Garden's 11th season concert series will begin January 31, 2009. She thanked Mr. Shimer from Tommy Bahama's and Pacifica Seafood Restaurant for sponsorship of the refreshments. B. Committee Members Ms. Maggio reported that Bighorn has sold 5 properties ranging from $2.9 million to $11 million since January 1, 2009. Traffic is up, people are visiting and logging onto the website. Mr. Shimer reported that business was steady and there were a lot of great things coming up. Ms. Kneiding reported that Fashion Week's Marquee Designer is Juan Carlos Obando and from the West Coast. Another famous Los Angeles designer, Jade Howe, will showcase his "Men's Fashions for Spring" at Fashion Week EI Paseo 2009. Palm Springs Life's partnership with the Fashion Institute of Design and Merchandise (FIDIM) in Los Angeles will 6 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 20, 2009 have an evening of showcasing its top student's designs. The press, public relations, and backing from FIDIM will help drive attention to this event. Mr. Shimer stated that all past designers were coming back. FIDIM generally holds a large fashion show in Santa Monica each year that costs $500 per person. This year, FIDIM will recreate that fashion show on EI Paseo. Los Angeles Fashion Week has been cancelled and we hope to begin drawing more people from that venue. Mr. Wise reported that he was very excited about 2009, at Westfield Shoppingtown. Bruce Nation reported that Italian Dinner night will begin on February 5, 2009. Jazz nights begin this Thursday, January 22, 2009. Tournament sales were up. C. Staff Ms. Kneiding reported that she and Ms. Emily Bird-Hrivnak will be traveling to New York to attend the California Travel and Tourism Commission's Media Reception. They have a variety of inedia appointments arranged by Nancy J. Friedman PR and will also be representing Palm Desert at the California event. X. INFORMATIONAL ITEMS 1. Tourism Website Launched Please see Media Plan Update —V. New Business — B. 2. Dine-Out Dining Guide Ms. Kneiding presented the newly revised "Dining Guide" to the Committee. She stated that this has been the 4th year of working with Palm Springs Life in producing this piece. Subscribers to Palm Springs Life will be getting a Fashion Week insert as well as the Dining Guide in its March issue. The design is more sophisticated and better reflects the City's promotional materials. The Guide comes with the menu light again this year for promotional purposes. Palm Springs Life will distribute the guide to hotel concierges at local events and the remainder will be available at the Visitor Center. 7 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 20, 2009 3. Advertisements Copies of recent Palm Desert advertisements were distributed to Committee members. 4. Visitor Information Center Activity Report — November and December 2008 Donna Gomez gave a presentation and distributed the Incentive Shopper Program piece. She stated that they worked with Palm Springs Life, contacted local businesses, restaurants and retailers, in an effort to get participation, free of charge, in an incentive program that offers discounts to visitors and to help promote local business. Ms. O'Flynn commented that the design and look of the "Incentive Shopper Program" piece was very nice. Ms. Kneiding said they went out to bid and looked at a variety of companies and Palm Springs Life was most comprehensive and affordable. Ms. Gomez announced that visitors were up 20%. Sales for November and December also were up. Ms. Gomez discussed the "Farmer's Market" proposal going to City Council on Thursday, January 22, 2009. The sponsors of the Market are the same group that runs the Certified Farmer's Markets in Palm Springs and La Quinta. They wanted a mid-valley, mid week, midday farmers market on Wednesday's at the Entrada Del Paseo site, where the Visitor Center is located. If approved by City Council, this market will generate traffic and visibility to the Visitor Center as well as provide something the community might appreciate. Ms. Gomez announced that the Visitor Center would be hosting a reception for the Historical Society's book release event at the Visitor Center on Friday, February 20, from 3 — 6 p.m. XI. ADJOURNMENT Adjournment was at 3:20 p.m. , . ,Qr4,� l�/� Lori imbish, Recording Secretary 8