HomeMy WebLinkAboutArt of Food & Wine - Nov 5-8, 2009 �����
CITY OF PALM DESERT
COMMUNITY SERVICES DIVISION
' ' STAFF REPORT
REQUEST: REQUEST FOR APPROVAL OF 2009 ART OF FOOD &WINE PALM
DESERT
DATE: February 26, 2009
CONTENT: 1. Letter/Event Summary from KemperSports to City Manager
2. 2008/2009 Event Budgets
3. Schedule of Events 2009
4. KemperSports Management Contract
5. Marketing Committee Meeting Draft Minutes
Recommendation:
By Minute Motion:
1) Approve the 2009 Art of Food & Wine festival to be hetd in Palm Desert from
November 5 through November 8;
2) Approve a budget of $375,000 for the event and appropriate $182,000 from the
City's �eneral Fund; $125,000 from the Redevelopment Agency; $68,000 from
2008 surplus.
3) Approve a one-year extension of Contract No. C26170 with KemperSports
Management amended as stated in the Staff Report and Recommendation.
Executive Summary:
The City of Palm Desert has made an investment in the first three years of the Art of
Food & Wine Palm Desert. The results of the past year show that there is great
momentum and the opportunity to increase attendance and exposure of the event is
significant. In 2007 the event required additional funding, while the 2008 festival came
in under budget by $68,000.
Staff and KemperSports are fully aware of the financial constraints of the 2009/10 fiscal
year budget and have made modifications that will ensure reduced costs yet maintain
the integrity of the event schedule. Staff believes that it is imperative to continue these
types of events even during difficult financial times, as it provides visitors a reason to
come to Palm Desert. With the City's reliance on TOT and sales tax to provide services
REQUEST FOR APPROVAL OF 2009 ART OF
FOOD 8� WINE PALM DESERT FEBRUARY 26, 2009
to our residents, we need to continue to be creative in providing unique experiences to
visitors so they will return to our City.
At its meeting of January 20, 2009, the Marketing Committee voted to receive and file
the final 2008 wrap up report and also unanimously recommended continuation of the
event for 2009.
To compensate for budget restrictions, staff has worked with KemperSports to reduce
their fees. In addition, the Sweet Dreams dessert event has been eliminated, the golf
tournament ticket price has been reduced to encourage more golfers, and cash outlay
for advertising also has been reduced.
Staff recommends that the contract with KemperSports be amended by the City
Attorney to include the following provision:
• Change base management fee to $250,000 which provides for a 16.5%
decrease over last year's contract.
With the above noted change, the City's investment in the event would be $375,000
(39.5% reduction from 2008), which includes management fees, marketing, and
operational costs with the breakdown as follows:
$125,000 Redevelopment Agency Funds
$182,000 General Fund
68 000 Surplus from 2008 (General Funds)
$375,000 TOTAL FUNDING
In addition to the reduction in management fees, a significant reduction was made in
paid media. KemperSports will work to increase trade opportunities as well as increase
marketing efforts by invested partners such as Southern Wine and Spirits and the
Desert Springs JW Marriott. The Palm Springs Desert Resorts Convention and Visitors
Authority brought several new, potential sponsors to scout the 2008 event. Organizers
will look to companies such as Sunset Magazine, American Express, and Viking
Kitchens to also contribute to the marketing efforts for 2009.
In 2008, marketing exposure for the event was valued at more than $800,000, made
possible by limited cash buys and a significant amount of in-kind media partners and
sponsorships. These efforts will be increased again this year. Ticket purchasers came
from around the United States and Canada, with a significant number of attendees from
Los Angeles and Orange counties. Of the seventy-five percent of ticket purchasers
from California, just under half were from the Coachella Valley, while twenty percent of
purchases were internationaf, mostly from Canada.
2
REQUEST FOR APPROVAL OF 2009 ART OF
FOOD & WINE PALM DESERT FEBRUARY 26, 2009
Should City Council elect, for budgetary considerations, to forgo the Festival in 2009,
brand equity would have to be re-established if the event was re-continued at a later
date, as it takes several years to build the momentum and reputation to grab the
attention of sponsors, participants, and attendees. In an effort to keep the existing
momentum, staff recommends to the City Council that it approve the continuation of the
Art of Food & Wine with a reduced scope and to contract with KemperSports to assume
responsibility for the event organization and implementation.
Background:
In 2006, the Art of Food & Wine was created with the goal of establishing a signature
event that would attract visitors from all over the country while expanding the Palm
Desert brand through promotion. The festival would grow in the coming years to
become a popular destination event.
In 2007, the City hosted the event under the management of KemperSports. The
results of this second year showed an overall growth in the festival as outlined in the
attached letter to the City Manager. There was an increase in attendance, marketing
efforts, sponsorships, and in Valley-wide participation — both merchants and
restaurants. While ticket sales fell below the budgeted projection, the value of the
marketing, advertising, and branding of the City exceeded expectations.
In 2008, the event line-up was streamlined to be more cost effective and to take even
more advantage of resources already in the community such as the concert at the
McCallum Theatre and a promotional shopping day along EI Paseo. There also was a
larger focus on group ticket sales. Following is a snapshot summary of the 2008 event.
Sponsorship:
$215,000 in cash sponsorship
$230,000 in trade sponsorship offsetting cash costs
Marketing:
$800,000 in marketing value
Doubled media impressions to 520 million
Reduced paid advertising costs
Attendance:
4,700 over four days
30% increase over 2007
50% from outside Coachella Valley
Community Support:
40 local restaurants
3
REQUEST FOR APPROVAL OF 2009 ART OF
FOOD & WINE PALM DESERT FEBRUARY 26, 2009
25 galleries and exhibitors
250 volunteers
$7,500 donation to charities from wine dinners
The momentum built by a third, successful year of the Art of Food & Wine has been
tremendous, and the outlook for 2009 participation is strong.
It's not just the City of Palm Desert who has invested in the Art of Food &Wine over the
last three years. More than 40 Valley-wide restaurants, 25 galleries and exhibitors, and
40 plus wineries also look to the event as a unique marketing opportunity and a way to
expose their businesses to attendees and trade participants. Celebrity chefs continue
to express interest in the Festival, despite the fact that they are not paid to be there.
This goes against the industry standards. Their interest comes in the form of an
incredible Palm Desert experience and a means to share their talents with other
"foodies." These celebrity chefs have become ambassadors of Palm Desert and share
their experiences with others in the cities in which they live.
Both the Desert Springs JW Marriott Resort & Spa and Southern Wine and Spirits
continue to be enthusiastic and optimistic about the future of the event and also invest a
significant amount of time, money, and effort to the Palm Desert festival. Additionally,
food and wine promotion continues to be a priority for marketing the State of California.
Several joint efforts were conducted with the State, giving the Art of Food & Wine
additional reach and exposure, including a presence on the State's website and in
various publications.
The Palm Desert Art of Food & Wine will continue to increase in popularity as seen in
the growth of the 2008 event. It will continue to provide additional exposure to the City
through marketing, and it will bring additional visitors from around the United States,
Canada, and Mexico. With the groundwork laid from the past three years, the
momentum is in Palm Desert's favor for expanding sponsorships, chefs, and attendance
in the year to come.
Submitted By:
.
risty Kne' ing Sheila R. Gilligan
Marketing Manager Assistant City Manager
Ap oval:
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Ju ' cCarthy Paul Gibson
I erim ity Manager Director of Finance
4
REGULAR PALM DESERT CITY COUNCIL MEETING FEBRUARY 26, 2009
CITY COUNCIL ACTION
APPROVED DF.NiFD_
RECEIVED OTHER '�
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Original on File with City � �•k's Of�ze
*By Minute Motion, directed that the Art of Food & Wine Festival not be
undertaken for 2009 but that it be revisited for hosting an event in 2010. 5_0
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P A L M U E S E R T
February 17, 2009
Ms. Sheila Gilligan
Assistant City Manager
City of Palm Desert
73-510 Fred Waring Drive
Palm Desert, CA 92260
Dear Sheila,
On behalf of KemperSports and the entire Art of Food&Wine Palm Desert team, thank you for the opportunity
to work with you and the City staff in 2008. It is both an honor and a pleasure to help move this festival
forward, and create great growth in popularity and revenue in this, its third year.
2008 Results
As mentioned in our December 2, 2008 Operating Results report, the 2008 Art of Food&Wine Palm Desert
saw its attendance increase almost 30 percent over 2007. Festivai programming blossomed, as well. The
event featured 40 local restaurants, 13 local chefs, 17 celebrity chefs---six from Palm Desert's Sister City
Ixtapa/Zihuatanejo---30 artists and exhibitors, 40 wineries pouring over 100 different wines, 8 wine experts
and 32 educational and enlightening food, wine and lifestyle seminars.
The event was a critical success in the eyes of all who participated, as documented in letters filled with their
accolades and appreciation.Almost 25%of our guests came from outside California to experience the beauty
of Palm Desert, and the excitement of the festival.
We are also very proud to report that the event outperformed its financial plan, and showed impressive growth
over 2007 in many key areas:ticket sales, corporate sponsorship, media impressions, charitable contributions
and community volunteerism. Final numbers and full details for 2008 have already been submitted in a wrap-
up binder for your review.
The progress experienced by The Art of Food&Wine Palm Desert is impressive. That it happened amid
difficult economic times---with companies and consumers across the country tightening their belts--- is a
testament to the vision and leadership of the City of Palm Desert, the festival, its careful management and
ever-growing reputation.
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It is our goal to create, over time, a self-sustaining festival. While currently, in this, its developing stage, the
festival does require an investment from the City, you've seen that financial need decrease each year, and pay
off in myriad ways. In 2008, The Art of Food&Wine Palm Desert was host to over 4,700 people and received
more than 465 million impressions through advertising, and 56 million impressions through public relations
outreach.
The event continues to grow in popularity and attendance, continues to add dollars in TOT and sales tax
through event attendees and participants, and continues to create awareness of, and exposure for, the City of
Palm Desert as an upscafe destination.
It is this type of attention, momentum and results that will help to propel the City---and its signature Art of
Food &Wine Palm Desert festival---ever forward, especially in our country's current economic climate.
2009 Event Budqet
In preparing the 2009 Art of Food &Wine Palm Desert budget we took into account many factors. We are
energized by the great growth and progress the event has made over the last two years, yet also cognizant of
the potential impact from the global economic recession. As you well know, tourism spending is down in our
region and the outlook for the remainder of 2009 is very uncertain.
We are hopeful that we will maintain the level of sponsorship and ticket income that we realized this past year;
and by doing so, we believe that the amount of funding required from the City can be reduced significantly,
while still maintaining the integrity of a signature event.
For 2009, we are proposing a 39.5% reduction in City funding---from$620,000 funded in 2008 to $375,000.
This includes $68,000 of carryover funds that were saved from the 2008 festival, putting newCity funding
needs at$307,000.
KemperSports Commitment
In the true spirit of our commitment to---and long-term partnership with---the City of Palm Desert, and in
recognition of the economic times, KemperSports is not only offering to forgo the 5%base fee increase as
outlined in our event management contract, we will, for 2009, reduce our scope and fee by$50,000, which is a
16.5%decrease,
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2009 Event Schedule
Our proposed 2009 Event Schedule is attached for your review. While we have eliminated for 2009 one event
from our festival schedule, we've made sure to protect the festival's integrity and four-day status by proposing
a Charity Wine Dinner---which very minimaliy, if at a�l, impacts the festival budget---for our Thursday nighYs
weekend kickoff,
There are two other events on our schedule---The Art of Shopping on EI Paseo on Friday and the McCallum
Concert on Saturday night---that allow us to reach the objective of highlighting some of the City's most
special treasures, without affecting the festival's expenses.
Other festival features for 2009 will be"A Taste of Desert Willow"Golf Tournament,the ever-expanding"Footl
Flight!"event and our two-day Grand Tasting, again being held at the Desert Springs JW Marriott Resort&
Spa.
2009 Ticketinq Plan
We've made a few changes in ticket pricing and packaging for 2009. We've lowered the golf tournament ticket
price to attract more players and created a variety of ticket packages that, according to our sales trends, better
meet the interest and needs of our ticket buyers. Seeing success in 2008---cash ticket sales increased by
approximately 20%---we will continue to fol�ow similar ticket promotions and structures for 2009, most
notably, the 10% Palm Desert Resident ticket discount.
2009 Marketinq Efforts
We have strived to use the marketing and advertising budget efficiently and effectively to create antl promote
the Art of Food &Wine Palm Desert'brand', increase festival awareness and, ultimately,festival attendance.
We created a lot of"buzz" in 2008 (465+ million paid media impressions/56+ million earned media
impressions), and, as we have cut our marketing and advertising budget by 44.2%in 2009 in an effort to
reduce City funding, we will lean more heavily on media trade negotiations, and our various vendors and
partners to maintain and build on our 2008 momentum.
Our 2009 marketing and advertising plan will focus, as much as possible, on the regional market, and mainly
through online advertising, as it is most cost effective. We wilf work to mix in local and regional print and
broadcast, as well as execute a strong, keenly targeted public relations program.
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The City of Palm Desert has always been a visionary leader in the Coachella Valley and be on
resounding success in 2008, The Art of Food&Wine Palm Desert sits on the precipice of becomin the Ci '
signature event, and the West Coast's premier culinary and cultural festival, Wi y d•After a
negotiations, we believe that the festival can weather the economic storm and build nf thepmnding and strong
already there. KemperSports would be honored to continue helping it make its way, °mentum that is
With warmest regards,
Amy K. Harris
KemperSports
Event Director
The Art of Food&Wine Palm Desert
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2009 Schedule of Events
Thursday, November 5th
Charitv Wine Dinner� 6:30 pm; $TBD
Be sure to reserve your seat at this table as four AFW Celebrity Chefs work together to
create one delicious meal, all to benefit KCET, Southern California's local public access
television station. AFW winemakers, master sommeliers and other local personalities will
join in to assure this will be a night to remember. Location TBD.
Friday, November 6th
A Taste of Desert Willow Golf Tournament � Registration/Breakfast, 9:00 am; Shotgun
Start, 10:30am; Awards Reception, 3:30 pm; $225
Join celebrity chefs and other notables at the gorgeous Desert Willow Golf Resort for a
terrific day of golf, complete with tasty surprises spread all around the course. Brunch
prepared by our Sister Cities Ixtapa/Zihuatanejo Chefs gets the day off to a great start, and
an Awards Ceremony and Player's Reception finish off the day's play.
The Art of Shoppinq on EI Paseo � 10:00 am — 5:00 pm; Free and Open to the Public
The Art of Food & Wine Palm Desert is proud to raise its glass and toast the incredible
fashionista's paradise that is EI Paseo. Be sure to stop, shop and enjoy the miles of style
and special in-store events being hosted during The Art of Food & Wine weekend.
"Food Fliqht!" � 7:00 pm — 10:00 pm; $65
You be the judge as some of the Valley's finest chefs --- spatulas at the ready --- bring out
their very best in the quest to be crowned "Food Flight! Favorite." Local bartenders will
show off their talents, too, in the evening's "Bar Wars" event. Live music, great art,
celebrity chef appearances and informal modeling from EI Paseo's chic boutiques round
out this evening of non-stop fun.
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Saturday, November 7th
The Art of Food & Wine Palm Desert - Grand Tastinq - 11 am - 4pm; $150
Don't miss your opportunity to enjoy wonderful wines and spirits from around the world,
delicious foods prepared by local restaurants, Celebrity Chef demonstrations, book
signings, wine and spirits seminars and art in action including a wide variety of live music.
It's all part of The Art of Food & Wine Palm Desert's main event--- the Grand Tasting, at
the JW Marriott Desert Springs Resort & Spa.
Music at the McCallum � 8:00 pm; Performance TBA; Tickets start at $65
Enjoy fantastic entertainment at Palm Desert's premier music venue. Bring your concert
ticket stub to Sunday's Grand Tasting and receive a special discount price.
Sunday, November 8th
The Art of Food & Wine Palm Desert- Grand Tastina � 11am - 4pm; $150
Day two of this signature event at the JW Marriott Desert Springs Resort & Spa promises a
new array of food sampling and wine tasting, plus art exhibitions, celebrity chef
demonstrations, master sommelier seminars and book signings.
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PACIFIC WESTERN
BANK
William T. Powers
President and Chief Executive Officer
Mayor Speigel and City Council
City of Palm Desert
73-510 Fred Waring Drive
Palm Desert,Ca. 92260
Dear Mayor and Council Members,
The 2008 Art of Food&Wine Palm Desert was greeted with great enthusiasm by the community,and I
want to take this opportunity to formally and publicly commend the City of Palm Desert for its dedication
and commitment to developing a signature event,not only for Palm Desert,but for our entire Valley.
In just three short years,The Art of Food&Wine Palm Desert has made geat strides toward becoming a
successful and sustainable festival,continually gaining local,regional and national attention amongst the
casually curious,as well as the serious seekers of style and taste.I've been especially impressed with
KemperSports and their team's ability to manage event expenses and increase event revenues through
sponsorship and ticket sales,while steadfastly lowering the City's funding year after year.
As chairman of the festival's Host Committee,I have been honored to play a role in its development and
have seen,first-hand,the benefits it brings to our area---exceptional promotional exposure, increased
tourism,additional sales and TOT taxes,and great community pride,just to name a few.
Both my business and personal interests and associations have been positively impacted by my
involvement in the festival,and I have spoken to many colleagues who have expressed the same
sentiments.
As a professional in the financial industry,I am well aware that the coming year may prove to be a
challenging one.I also know that it is forward-thinking cities like yours,moving ahead with smart,well-
managed events like The Art of Food&Wine Palm Desert,who will not just simply survive the tough
times,but thrive in the years to come.
I urge you to continue in your quest to create the premier West Coast culinary and cultural event,and vote
`Yes!'to fully fund and support The Art of Food&Wine Palm Desert.
Respectfully yours,
Bill Powers
President,Pacific Western Bank
Councilman,Indian Wells
74-750 Highway 11 l,Indian Wells,CA 92210• 760.836.0870 • Fax 760.836.0878
www.pacificwesternbank.com
SECOND AMENDMENT TO
PROFESSIONAL SERVICES AGREEMENT
This Second Amendment to Professional Services Agreement(this
"Amendment") is made as of this day of February, 2009 by and between the City
of Palm Desert(the"City") and Kemper Sports Marketing, Inc. ("KemperSports").
WHEREAS the parties have heretofare entered into a Professional Services
Agreement for promoting"Art of Food&Wine"on or about January 25, 2007, and an
Amendment to Professional Services Agreement dated as of January 10, 2008
(collectively, the "Agreement"); and
WHEREAS the parties hereto desire to amend and clarify said Agreement by the
terms of this Amendment.
NOW THEREFORE, for and in consideration of the mutual covenants, promises
and agreements herein contained, the parties hereto agree as follows:
I. That paragraph numbered 2. of said Professional Services Agreement of
January 25, 2007 be and the same is hereby amended to read as follows:
"2. Term. The initial term of this Agreement shall commence as of
January 25, 2007 ("the Commencement Date")and shall continue through December
31, 2007 covering the 2007 Event unless terminated or extended in accordance with this
Agreement(the "Term"). This Agreement shall renew for the Event for the year 2008
and the City Council has determined to approve the Event for this year and that funding
is available to the City for this Event; and KemperSports is not in default under the
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terms of said Agreement. This Agreement shall renew for the Event for the year 2009
and the City Council has determined to approve the Event for this year and that funding
is available to the City for this Event; and KemperSports is not in default under the
terms of said Agreement. The parties hereto further agree that they may renew this
Agreement for the Event for the year 2010 as long as (1) the City Council has approved
the Event for 2010; (2) the funding is available from the City for 2010's Event; and(3)
KemperSports is not in default under the terms of the Agreement. Such renewal shall
occur upon the approval of the City by giving notice to KemperSports of City's intent to
renew the Agreement for said 2010 year no later than January 31, 2010. The
Professional Services Fee to be paid to KemperSports during such renewal period shall
be as agreed-upon by the parties in writing. Except as otherwise specifically provided
herein, termination of this Agreement shall not relieve the parties of any obligation
accruing prior to such termination. In that regard, such termination shall not relieve the
City of any obligation or liability with respect to contracts entered into by
KemperSports for products or services to be provided to the City in accordance with the
Agreement."
IL That paragraph numbered 5. of said aforementioned Agreement shall be
and the same is hereby amended to add the following for the 2009 Event:
"2009 Compensation. For the 2009 Event, the City agrees to pay
KemperSports for the Services as follows:
(a) Professional Services Fees: The special services fee for the 2009
Event year shall be Two Hundred Fifty Thousand Dollars ($250,000.00) (the
"Professional Services Fee"). The Professional Services Fee will be paid in equal
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monthly installments no later than the first day of each calendar month and which shall
be adjusted during any renewal term in accordance with Section 2 above.
(b) Sponsorship Sales Commissions. KemperSports shall be paid fifteen
percent(15%) of all cash sponsorship sales revenues and twelve percent(12%) of all"in
kind" sponsarship sales (collectively, the"Sponsorship Sales Commission").
KemperSports shall receive the Sponsorship Sales Commission for all revenues during
the entire term of the relevant contract with the sponsor, regardless of any earlier
expiration or termination of this Agreement. The Sponsarship Sales Commission shall
be paid to KemperSports within 30 days after the end of the Event for all sponsorship
sales revenues collected. Thereafter, the City shall pay KemperSports its Sponsorship
Sales Commission for all remaining sponsarship sales revenues within 30 days after
collection thereof.
III. Miscellaneous.
(a) The Agreement as modified herein remains in full force and effect
and is hereby ratified by the City and KemperSports.
(b) Capitalized terms not defined herein shall have the same meaning
as set forth in the Agreement.
(c) In the event of any conflict between any other part of the
Agreement and this Amendment, the terms and conditions of this Amendment shall
control.
(d) This Amendment may be executed in counterparts, each of which
shall be deemed an original, but all of which together shall be deemed one and the same
Amendment. Facsimile or scanned and e-mailed signature shall be as effective as an
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original signature.
IN WITNESS WHEREOF, the parties have caused this Agreement to be
executed by duly authorized representatives as of the date first above set forth.
CITY OF PALM DESERT KEMPER SPORTS MARKETING, INC.
By gy
Name: Name:
Title: Title:
ATTEST:
Rachelle Klassen, City Clerk
APPROVED AS TO FORM:
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PRELIMINARY 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%.
Corporate cash sponsorship was up 20% with over $1 million in total
sponsorships. We had 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.
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PRELIMINARY 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 art of food & wine
festival. From that perspective, it was exciting to see enthusiasm being
generated from outside the event.
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PRELIMINARY 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
site and review it. She would like input from the members.
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 loved 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 every 5
years with the last time being 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.
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.
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