HomeMy WebLinkAboutXpndture - Sponsor of Fashion Week El Paseo 2009 ��•��
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CITY OF PALM DESERT
COMMUNITY SERVICES
STAFF REPORT
REQUEST: Authorization of$175,000 expenditure for presenting sponsorship
of Fashion Week EI Paseo 2009.
DATE: January 22, 2009
CONTENT: Fashion Week EI Paseo Proposal
May 2008 Marketing Committee Minutes
Recommendation:
By Minute Motion, authorize the expenditure of $175,000 to Palm Springs Life for
Presenting Sponsorship of Fashion Week EI Paseo.
Executive Summary:
Staff is requesting City Council approval for the expenditure of budgeted funds
for Fashion Week EI Paseo 2009. Monies for sponsorship were included in the
2008/09 Special Events budget, and no appropriation is necessary.
Attached is a request from Palm Springs Life (PSL) for City funding for the
Presenting Sponsorship of Fashion Week EI Paseo being held March 23 — 29, �
2009. The Marketing Committee, at its meeting in May 2008, unanimously
recommended $150,000 for the title sponsorship of the 2009 event. With all the
new, exciting additions to Fashion Week, the City Council, during its budget
study session, recommended staff budget up to $200,000 for the event. Staff is
recommending $175,000.
City Council's approval of this request would result in Palm Desert being a
presenting sponsor of a third-year event that attracts visitors to EI Paseo to shop,
dine, and celebrate the uniqueness of the shopping district. Staff places an
extraordinarily high value on events such as Fashion Week due to the
promotional aspect, not just this year, but five to ten years from now. The event
has gained significant momentum and is a good investment.
Fashion Week EI Paseo — Page 2
Background:
PSL is once again spearheading this event with the support of the EI Paseo
Business Association. Fashion Week EI Paseo is targeted at bringing together
fashion specialists from around the world to present their latest creations via
catwalk shows, trend forums, and exhibitions. This event will showcase the
latest in accessories, art, beauty, fashion, and food.
Fashion Week has expanded and exceeded expectations in each of the three
years it has been held. The 2008 event included nightly sold out events and a
record number of EI Paseo merchants participating with their own in-store
promotions. Many merchants reported record sales during the week. There was
a forty percent increase in ticket sales from last year. Additionally, the charity
component of the event benefited six local charities which received more than
$11,000.
According to Palm Springs Life, the City of Palm Desert received over $1 million
in valued media exposure from the 2008 event, with 55.5 percent of attendees
coming from outside the Coachella Valley and thirty-two percent from outside of
California. This event truly helps brand the City as a fashion and shopping
destination.
New this year is the involvement and support of the Fashion Institute of Design
and Merchandising (FIDM). FIDM's top graduation design students will be
showcasing their designs on Thursday evening. That same night, the Fashion
Group Foundation will present its design scholarship to a local student embarking
on a career in design. With the involvement of FIDM comes its entire public
relations team which will help contribute greatly to the goal of making Fashion
Week EI Paseo the premier west coast fashion event.
The featured designer, showing his collection on Saturday night, will be Juan
Carlos Obando. He was the recipient of the 2007 International Design Award
and launched his career on the west coast. The day prior will be the first men's
fashion show, featuring the spring designs of Jade Howe, bringing a west coast
perspective of fashion and design.
Staff believes that Fashion Week EI Paseo is perFectly timed and in just three
years has become a unique, signature event for Palm Desert. Through its
sponsorship, the City receives a significant amount of exposure with Palm
Springs Life's advertising, public relations, online and direct marketing efforts. A
full list of benefits for the presenting sponsorship is included in the attached
proposal, along with a budget that was presented at the Marketing Committee
meeting.
Fashion Week EI Paseo — Page 3
While Council directed to budget up to $200,000 for the event, staff feels that a
$175,000 sponsorship is appropriate funding for this, ear.
�
Submitted by: � �
^ J:
. ;
��� f,E
Kristy Kn 'ding � �`Sheila R. Gilligan
Marketing Manager Assistant City Manager
Approval:
. `
J i McCarthy Paul Gibson
nteri City Manager Director of Finance
* Approved $100,000 for CITYCOUNCII,�K�TI01�1
sponsorship of Fashion Week APPROVED �� DENILD
2009. 5-o RECEIVED OTHER
MEETING DATE
AYES: ' ���
NOES: ' v
ABSENT:
AB5TAIN:
VERIFIED BY: � �
Original oa File with Ci lerk's Office
A FASHION WEEK EL PASEO
KRISTY KNEIDING introduced Frank Jones from Palm Springs Life to the
Committee.
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-line 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
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 & Wine in one pocket and Fashion Week EI Paseo
in the other because they really showcase the high quality events that the City
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.
C'".�L1'�'[ �ES E RT
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
Donna Gomez, Visitor Center Manager
Michael Osgood, Desert Willow
Lori Wimbish, Recording Secretary
III. ORAL COMMUNICATIONS
None
IV. CONSENT CALENDAR
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 F�ank Jones from Palm Springs Life to the
Committee.
APPROVED 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-line 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 & 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 TV) 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
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Our first designer, Kevan Hall, a 9raduate of Fashion Institute of Design and Merchandising
(FIDM) in Los Angeles has reported that as a result of his participation his business has had
substantial growth. Unsolicited, Kevin and his family came to Fashion Week 2008 to attend
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Grimaldi which resulted in EI Paseo Fashion Week media coverage in France and Ger
many.
In 1998, Klein set up company headquarfers in }he U.S. on Melrose Avenue in Los Angeles.
2008 brought us Califomia designer Eduardo Lucero. Eduardo is a graduate o( Otis School
of Design in Los Angeles and has his studio on Beverly Blvd. in Los Angeles. Eduardo
decided not to show his collection at Fashion Week in Los Angeles in favor of Fashion Week
EI Paseo.
'� We are currendy seeking our fourth Califomia designer for 2009 to continue our theme of
California designers. Palm Desert is being positioned as an epicenter of fashion through the
designer boutiques that are setting up shop on EI Paseo and as ihe home to a "consumer"
driven Fashion Week now approaching iYs fourth year.
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Desert Guide
��` ` PRINT TITLES
OCTOBER 2007
Palm Desert Magazine
s '� _ �O\,� p ,I � � Palm Springs Life
1� 1"\�
� H I O N �,�VE E K NOVEMBER 2007
Alzheimer's Gala Program
r '# EI Paseo Catalogue
"''; E L PAS EO
'" Deserf Guide
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Postcard mailing February 43,000 Novevmber
a i Home Owner's Association communities 10,000
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Desert Guide
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Desert Guide
Seasons in the Sun
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L.A. Designer to Highlight ''"
El Paseo Fashion Week
n«e�„b��z t, zoo�
I ns Angcles designer 4:dunrdo Lucurn will shms his latesr collec�ion to ca��
ihe ihird cdition o( Fyshion ��/��cl< EI 1'asco in Palin Uescry Ca1iE, ro be
Lcld 1�larch l i-30.
Luceru, kno�m for his rnmantic seusibiliry and peuchnne far accemuating
� �vn�ncns n�rvice,�cill hit the mnwav at?�,m. March 2R in nc�cveni's mnin
mnt, IncateJ a[ EI Paseo and Lazkspur Lane. �
.. . .. . . . . w;1rt�P"}��� '
Other evencc�in<lude an evening wi�trend espett.Davjd Wolfe uf the k,': ^
� . Donegar Gioup:at 7 p.m. h{dreh 25: � - � � - �i+.^ �
�. Lucero follows inshe Footsteps of other high-ptoGle dcaigner�, in���., � . �
' �liloyd Klein and�ICevan:Hall,who 6�ve qkovvi[�`�pe .' � 'E(P�setp'. . , .. . f•.�.;� �''
� . is ihe descrc's ansrver w.Beverly kiills'Rodm}}�''jve is linad wIR6 . . � .
' high-end 6ouriques. Fashiun Week ia a�9naoxed bq"���:' ,5fnyn�a�l',�¢ � � �- .
� . � magazine. Ptoceeds will be a charicieg. .X„ ; '� �r.��... . . , � ,
For more information,visit �� weekelpaseo.com.-�R.M ;xy'rt�
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California�Jesigners:
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"CaliFomia's fashiQn industry was at t6e center of a host of changes in
2007 u Fas6ion w�t em-and so did the local porc Fashion took the top
spot in online 'bjfending and the 6Mgsphem exploded with
Fashion-related cha��On the (ashion �ront s�eetwear surged in
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populazi�'as did tlfe�erqand for �"1'6e LA Look"�hich basked in t6e
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11 ,602 visits 11 ,122 visits
37,071 page views 22,967 page views
Fashion Week EI Paseo monthly newsletter
53,000 subscribers
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megnadeau.cam searchcelebrity.com
mlwilliamrealtor.blogspot.com thechaparral.com
my.otis:edu thesolveniahotel.info
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The scene: Boasting 14 plaus dedicated to the activiry,shopping is a celebr.
� pascime for Palm Desert msiden�s and visiro�s. Fashion Week EI Pueo,pmsenced
'I by Palm Desea, highlighred ehe moee chan 300 specialry boutiques, restaurancs,
art galle�ies and jewelets in the EI Paseo shopping disaict.
Dueing the week of Ma¢h 23 thmngh 30,rerailecs as va�ied as She S6e,La Dolce
Vita, Dani C� BB Ouq Escada and Tiffany& Co. hosred special evena [hae
g
i¢duded informal modzling, tmnk shows, sales and refreshments. In tha main
� enq Pashion Group Intematioval hosred a d�a�iry tvenc to benzfit the Stroke
emvery Center, David Woffe oF d�e Doneger Gmup presrnted a trend forecas�
and To�nn.y eahamv Euhions were showaased on �he runwzy.
� EdUqrdo Luceru concluded the weeklong fiesta with a fashion show�ha[feamred
Spr� 8 and upda�ed versions of beso-selling dresses. Lucero cu�ared the
scle�on�ded cocktail dresses, sophisncated separa�es and lu.sh gowns e6az
suit the Palm [xet liFestyde.
`The wonderful diing abou[Palm Derea is there a�e so many evening evencs hcre,
evrn sometimes �nore ihvi Los Mgeles," Lucem said "Thece a�e cha�iry events
�hae happen n•ery single week,and women have a ne«ssiry fo� chose clo�hes."
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mvdr-«�-nrde� Srsigns were a perka fr ro heac{linc [he dti�A • -'
•anm�el evenc Pasr hzadlinz hshion shows induded Kevan Hall `
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Judging from the crowd's cheers, Palm Desert �� �
residen[s appreciated Lucero's flair for drama. A . ,
plunging green gown in a rexmred crinkle fabric and � "t„ ��,
a nude cocktail dress layered with mlle Elowers � � �''�� `
garnered the most applause. Lucem was a pro at _ '
balancing demure and sexy in a series of dresses that
covered the shoulders and demlletage in transparent ��
fabric and elaborare beadwork. The designer's �'�,
Mexican roots shined in a crisp white skirt and
�avender dress that featured intricate cutout designs
.imilar to lace doilies oc "Papel Picadd' banners. —
Rhea Cortado
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4 Banana Republic 33. Leeds & Sons Fine Jewelers
5. BB One 34. Modem Masters Fine Art
6. BCBG Maxazria 35. NeiPs on EI Paseo
7. Between the Sheets 36. Oilily
8. Boralis Skin Center 37. Origins
9. Brooks Brothers 38. Pampered Bath
10. Cache 39. Pink Club
1 1 . Cactus Flower Shoe S 40 Rangoni Firenze Shoes
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14. Coach ` � 43. Sabina Bach
15. Coldwater Creek 44 She She
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18. DeLuca Jewelers 47. Sun Optics
19. Democracy 48. Sunglass Hut
20. Diane's Beachwear 49. Tabletop Elegance
�1 . Dot 50. Talbots Petite
22. Draper's & Damon's 51 . The Estate lewelry Collection
23. Escada 52. The Gardens on EI Paseo
24. Fresh Produce 53. Three Dog Bakery
25. Gail Jewelers 54. Tiffany & Co.
26. Harry & David 55. Trio
27. Heiress 56. Troy
28. J. Crew 57. Two Bears Trading
29 J. Stephens Shoes 58. Zantman Art Gallery
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Each year oF this event is progressively 6eHer. haHic and sales were up 15 percent for Fashion
Week ovet Mst y�r. Our cuspiN►i�rs were eaccited to attend the various Fashion Week events.
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Proflt&LassStatam i ��-%`� Proflt&LosaStetemeM
xo�a zoo7
�.,ca��=.;� (4aars)
� Rermue kcauaP ��� Revenue AcNel
Cilyo(PelmpBsert 60.8 Ci�yafPalm�asert �i f060
a�sorshi s S onsorsli s 25.0
, spomm�niprzevenue 5o.a sponsonnlpltevenuel f45.a
�I Gross Tcket Sales 3 2 Gross Ticket Sales I, 78J
�I Tcket 53ks ReTd fb Chariiies Tickst Sa[es RU'd�o CMari�lea i
-" '�TeMShavReriWls/6ponaors Ten73howReMafslSpansors � 16.8
�Olher Revenue Otlnee Rev¢nuE 0 2
Fash7m Sfiow Revenue 3.2 ���''^ Feshfan Show Rev 28J
ioTa/Revenues �v3.7 . � TotelRevenues, E75R7
Conte CONe
�atenmy 11.2 Caterinq 35�.2
C%On46ngCa^@IviQs � fqnGi@YgC$CviCCt '., 43
Security 0 n Secunly � 2.�
Facililies Sfi.�: Fscilitres � 7i.9
Lamdswpaifl O G, Lantlsca�pinp ''��, 52
P
Orn Sita Mgmnt 8 La6ar 9� On Site Mgmn18 Labor il 18.9
�ShowPraducGort Y2.0 ShowPcdductian 28.3
Gwest Travel 8 Aaomdm 3� Guest TreveB 8 Acmmtlln ' 1 8
€asf�bre$ervdces d s Gaslwn Services �I 29.5
Parking 0.� Parkfng I 92
Vfdeo Semces 3.G Ydeo Senices �, 795
���CommfsGdas 5.G Canmission� i 27
Prcmotlon PromotEm
Mis4.Ex 1.7 M$c-E 3.0
ShowCosh 112.1 SfwwCosts''�, 2025
" Mamrtals QPmt 8 PhMol 10-�J � AAatedals fPrint 8 Plwkap I S.0
tdel P�rogram Casts 3.' Net Program Costs I 3.5
CceafNe Web Gd �_E Creative We6 DN nt 12
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WomobonCosls 18.e PromoflonGwtts. f07
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Editotiel Sta�i :r� €ditoriai S�ff d.7
'�PraQucEian SaM �+ Produclro�Saff C�.g�
� '.Sal�Sfafi �5 Saies Staff 2 2
',PAarketing Staff 22,'�'. MarkeHng S1afF E.7
" Icirauxlmstare �.z ctrcu�aeonsnett �� a.7
'OCaPartcY O.F.. OcCUF��Y ' 2c
Finamw&HR �J�:� Fi�nce&MR ��� 1.2
�� ExecrG&A C�.�'�, Exac.+G&.4 12
.as o� ��. o.n is o= �i. ia
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Pmft&Loss Statement Proft 8 Loss Statemen[
2008 2009 Budget
E400'a 5000's
Revenue Actuel Revenue Actual
City of Palm Desert t00A Cfty of Pelm Desert 300 o
Sponsorships _ 10.0 Sponwrshi s 85.0
SportsorshlpRevenue 1f0.0 SponsorshipRavmue 385.0
Gross Twket Sales 31 0 Gmss Ticket Sales 3Z0
Ticket Sales Refd to Chardies Ticket Sales RePtl to Charities
Tent S�ow RenlalslSponsors 202 Tent Show Rentals/Sponsore 2o2
OtherRevanue OlherRevenue .
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.
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Catering� 10.8 �Catering ID5.0
Concierge Services 1.5 - Concierge Senices 12.0
Securiry � 6.1 Sewrity 6.5
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Lantlscaping � Landscaping
On Site Mgmnt 8labor 6.5 : On Site Mgmnt 8 Labor 25 0
_ Show Production 32.3 � Show PraAuction 50 0 ',
� GuestTrovelBAccomtltn 2.5 '� - Gues[Travel&Accomtltn 2b
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. Commissions 0.8 '��.Commissions 0.81
Pmmotion 4.] �'.Pmmotion SD
Misa Ex0 � 4.3 Mlsc.Exp 4.0
- - $bow Casfs� 279.3 Show Gos[s 391.8
Mate�ials 8�irect Mail 3.1 Malenals 8�irect Mail 4D
x Net Progrem Costs Nat Program Costs
Creative(Web Dvlpmnt�_ Creative VJeb�vl mn[ 5 0
PromotionCosfs + `� PromoNonGosGs 2.1
Net Pio!lt Net Profrt 536.2'
�R� A/locafetlCosts �� ��� I AllocatetlCosts
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� Production Staff �.8 I Production Staff 0 8 _
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Desert Guide
��` ` PRINT TITLES
OCTOBER 2007
Palm Desert Magazine
s '� _ �O\,� p ,I � � Palm Springs Life
1� 1"\�
� H I O N �,�VE E K NOVEMBER 2007
Alzheimer's Gala Program
r '# EI Paseo Catalogue
"''; E L PAS EO
'" Deserf Guide
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" Time Warner Cable
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Postcard mailing February 43,000 Novevmber
a i Home Owner's Association communities 10,000
�'°
DECEMBER 2007
� ��;r
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Qine Qri� Palm aesert
Desert Guide
FEBRUARY 2008
Discovery Home Tour Program
Desert Guide
Seasons in the Sun
�'� �; MARCH ?flfl� `
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L.A. Designer to Highlight ''"
El Paseo Fashion Week
n«e�„b��z t, zoo�
I ns Angcles designer 4:dunrdo Lucurn will shms his latesr collec�ion to ca��
ihe ihird cdition o( Fyshion ��/��cl< EI 1'asco in Palin Uescry Ca1iE, ro be
Lcld 1�larch l i-30.
Luceru, kno�m for his rnmantic seusibiliry and peuchnne far accemuating
� �vn�ncns n�rvice,�cill hit the mnwav at?�,m. March 2R in nc�cveni's mnin
mnt, IncateJ a[ EI Paseo and Lazkspur Lane. �
.. . .. . . . . w;1rt�P"}��� '
Other evencc�in<lude an evening wi�trend espett.Davjd Wolfe uf the k,': ^
� . Donegar Gioup:at 7 p.m. h{dreh 25: � - � � - �i+.^ �
�. Lucero follows inshe Footsteps of other high-ptoGle dcaigner�, in���., � . �
' �liloyd Klein and�ICevan:Hall,who 6�ve qkovvi[�`�pe .' � 'E(P�setp'. . , .. . f•.�.;� �''
� . is ihe descrc's ansrver w.Beverly kiills'Rodm}}�''jve is linad wIR6 . . � .
' high-end 6ouriques. Fashiun Week ia a�9naoxed bq"���:' ,5fnyn�a�l',�¢ � � �- .
� . � magazine. Ptoceeds will be a charicieg. .X„ ; '� �r.��... . . , � ,
For more information,visit �� weekelpaseo.com.-�R.M ;xy'rt�
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California�Jesigners:
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"CaliFomia's fashiQn industry was at t6e center of a host of changes in
2007 u Fas6ion w�t em-and so did the local porc Fashion took the top
spot in online 'bjfending and the 6Mgsphem exploded with
Fashion-related cha��On the (ashion �ront s�eetwear surged in
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populazi�'as did tlfe�erqand for �"1'6e LA Look"�hich basked in t6e
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11 ,602 visits 11 ,122 visits
37,071 page views 22,967 page views
Fashion Week EI Paseo monthly newsletter
53,000 subscribers
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Sand to Sea Online Photo Gallery
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mrnericks.com sdjewishjournal.com
megnadeau.cam searchcelebrity.com
mlwilliamrealtor.blogspot.com thechaparral.com
my.otis:edu thesolveniahotel.info
newsalbum.com timewarnercable.com
notesfromhollywood.com topix.com
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The scene: Boasting 14 plaus dedicated to the activiry,shopping is a celebr.
� pascime for Palm Desert msiden�s and visiro�s. Fashion Week EI Pueo,pmsenced
'I by Palm Desea, highlighred ehe moee chan 300 specialry boutiques, restaurancs,
art galle�ies and jewelets in the EI Paseo shopping disaict.
Dueing the week of Ma¢h 23 thmngh 30,rerailecs as va�ied as She S6e,La Dolce
Vita, Dani C� BB Ouq Escada and Tiffany& Co. hosred special evena [hae
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i¢duded informal modzling, tmnk shows, sales and refreshments. In tha main
� enq Pashion Group Intematioval hosred a d�a�iry tvenc to benzfit the Stroke
emvery Center, David Woffe oF d�e Doneger Gmup presrnted a trend forecas�
and To�nn.y eahamv Euhions were showaased on �he runwzy.
� EdUqrdo Luceru concluded the weeklong fiesta with a fashion show�ha[feamred
Spr� 8 and upda�ed versions of beso-selling dresses. Lucero cu�ared the
scle�on�ded cocktail dresses, sophisncated separa�es and lu.sh gowns e6az
suit the Palm [xet liFestyde.
`The wonderful diing abou[Palm Derea is there a�e so many evening evencs hcre,
evrn sometimes �nore ihvi Los Mgeles," Lucem said "Thece a�e cha�iry events
�hae happen n•ery single week,and women have a ne«ssiry fo� chose clo�hes."
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mvdr-«�-nrde� Srsigns were a perka fr ro heac{linc [he dti�A • -'
•anm�el evenc Pasr hzadlinz hshion shows induded Kevan Hall `
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Judging from the crowd's cheers, Palm Desert �� �
residen[s appreciated Lucero's flair for drama. A . ,
plunging green gown in a rexmred crinkle fabric and � "t„ ��,
a nude cocktail dress layered with mlle Elowers � � �''�� `
garnered the most applause. Lucem was a pro at _ '
balancing demure and sexy in a series of dresses that
covered the shoulders and demlletage in transparent ��
fabric and elaborare beadwork. The designer's �'�,
Mexican roots shined in a crisp white skirt and
�avender dress that featured intricate cutout designs
.imilar to lace doilies oc "Papel Picadd' banners. —
Rhea Cortado
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this partnership we are pfi�t�{ fio announce that our charity partners ~"R
are the recipient ,364. �?ur heartiest congratulations go to our
partners for a ' r�e!
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1 . Ann Taylor • / 30. Josie's
2. Aveda � 31 . L'Occitane
� 3: B. Alsohns Jewelers 32. La Dolce Vifa
4 Banana Republic 33. Leeds & Sons Fine Jewelers
5. BB One 34. Modem Masters Fine Art
6. BCBG Maxazria 35. NeiPs on EI Paseo
7. Between the Sheets 36. Oilily
8. Boralis Skin Center 37. Origins
9. Brooks Brothers 38. Pampered Bath
10. Cache 39. Pink Club
1 1 . Cactus Flower Shoe S 40 Rangoni Firenze Shoes
12. Cafe Des Beaux-Arts � 41 . Riga
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13. Caroldean EI Paseo - 42. RoberYs Fine Shoes
14. Coach ` � 43. Sabina Bach
15. Coldwater Creek 44 She She
16. Cole Haan 45. Shear Hair Deslgn
17. Dani C 46. Spedacular Shades
18. DeLuca Jewelers 47. Sun Optics
19. Democracy 48. Sunglass Hut
20. Diane's Beachwear 49. Tabletop Elegance
�1 . Dot 50. Talbots Petite
22. Draper's & Damon's 51 . The Estate lewelry Collection
23. Escada 52. The Gardens on EI Paseo
24. Fresh Produce 53. Three Dog Bakery
25. Gail Jewelers 54. Tiffany & Co.
26. Harry & David 55. Trio
27. Heiress 56. Troy
28. J. Crew 57. Two Bears Trading
29 J. Stephens Shoes 58. Zantman Art Gallery
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Each year oF this event is progressively 6eHer. haHic and sales were up 15 percent for Fashion
Week ovet Mst y�r. Our cuspiN►i�rs were eaccited to attend the various Fashion Week events.
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�'-F:� Fashion Week ��;� Fashfon Week
Proflt&LassStatam i ��-%`� Proflt&LosaStetemeM
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� Rermue kcauaP ��� Revenue AcNel
Cilyo(PelmpBsert 60.8 Ci�yafPalm�asert �i f060
a�sorshi s S onsorsli s 25.0
, spomm�niprzevenue 5o.a sponsonnlpltevenuel f45.a
�I Gross Tcket Sales 3 2 Gross Ticket Sales I, 78J
�I Tcket 53ks ReTd fb Chariiies Tickst Sa[es RU'd�o CMari�lea i
-" '�TeMShavReriWls/6ponaors Ten73howReMafslSpansors � 16.8
�Olher Revenue Otlnee Rev¢nuE 0 2
Fash7m Sfiow Revenue 3.2 ���''^ Feshfan Show Rev 28J
ioTa/Revenues �v3.7 . � TotelRevenues, E75R7
Conte CONe
�atenmy 11.2 Caterinq 35�.2
C%On46ngCa^@IviQs � fqnGi@YgC$CviCCt '., 43
Security 0 n Secunly � 2.�
Facililies Sfi.�: Fscilitres � 7i.9
Lamdswpaifl O G, Lantlsca�pinp ''��, 52
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Orn Sita Mgmnt 8 La6ar 9� On Site Mgmn18 Labor il 18.9
�ShowPraducGort Y2.0 ShowPcdductian 28.3
Gwest Travel 8 Aaomdm 3� Guest TreveB 8 Acmmtlln ' 1 8
€asf�bre$ervdces d s Gaslwn Services �I 29.5
Parking 0.� Parkfng I 92
Vfdeo Semces 3.G Ydeo Senices �, 795
���CommfsGdas 5.G Canmission� i 27
Prcmotlon PromotEm
Mis4.Ex 1.7 M$c-E 3.0
ShowCosh 112.1 SfwwCosts''�, 2025
" Mamrtals QPmt 8 PhMol 10-�J � AAatedals fPrint 8 Plwkap I S.0
tdel P�rogram Casts 3.' Net Program Costs I 3.5
CceafNe Web Gd �_E Creative We6 DN nt 12
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WomobonCosls 18.e PromoflonGwtts. f07
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� qflotatttlCasts A71ow1etlCosts ',
Editotiel Sta�i :r� €ditoriai S�ff d.7
'�PraQucEian SaM �+ Produclro�Saff C�.g�
� '.Sal�Sfafi �5 Saies Staff 2 2
',PAarketing Staff 22,'�'. MarkeHng S1afF E.7
" Icirauxlmstare �.z ctrcu�aeonsnett �� a.7
'OCaPartcY O.F.. OcCUF��Y ' 2c
Finamw&HR �J�:� Fi�nce&MR ��� 1.2
�� ExecrG&A C�.�'�, Exac.+G&.4 12
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Fashion Week Fashion Week
Pmft&Loss Statement Proft 8 Loss Statemen[
2008 2009 Budget
E400'a 5000's
Revenue Actuel Revenue Actual
City of Palm Desert t00A Cfty of Pelm Desert 300 o
Sponsorships _ 10.0 Sponwrshi s 85.0
SportsorshlpRevenue 1f0.0 SponsorshipRavmue 385.0
Gross Twket Sales 31 0 Gmss Ticket Sales 3Z0
Ticket Sales Refd to Chardies Ticket Sales RePtl to Charities
Tent S�ow RenlalslSponsors 202 Tent Show Rentals/Sponsore 2o2
OtherRevanue OlherRevenue .
Fashion Show Revenue H.0 Fashion Show ftevenue 05.1
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. � Totalftevenues 8151.0 _ ToblRevenuea,__. $<30.YI
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Copts � Costs I
Catering� 10.8 �Catering ID5.0
Concierge Services 1.5 - Concierge Senices 12.0
Securiry � 6.1 Sewrity 6.5
Facilities 1238 � Facilities >>�.0
Lantlscaping � Landscaping
On Site Mgmnt 8labor 6.5 : On Site Mgmnt 8 Labor 25 0
_ Show Production 32.3 � Show PraAuction 50 0 ',
� GuestTrovelBAccomtltn 2.5 '� - Gues[Travel&Accomtltn 2b
4 Fashion Services 21 A Fashion Services 21� �
Parking Parking
- Video Services 5.0 Vitleo Services 10.0 I
. Commissions 0.8 '��.Commissions 0.81
Pmmotion 4.] �'.Pmmotion SD
Misa Ex0 � 4.3 Mlsc.Exp 4.0
- - $bow Casfs� 279.3 Show Gos[s 391.8
Mate�ials 8�irect Mail 3.1 Malenals 8�irect Mail 4D
x Net Progrem Costs Nat Program Costs
Creative(Web Dvlpmnt�_ Creative VJeb�vl mn[ 5 0
PromotionCosfs + `� PromoNonGosGs 2.1
Net Pio!lt Net Profrt 536.2'
�R� A/locafetlCosts �� ��� I AllocatetlCosts
� �,EditorialStaR ��� ��J EdPorialStaff 0.9
� Production Staff �.8 I Production Staff 0 8 _
�':'4'G Sales Staff 2.9 �i Saies Staif 2 0 �„
� Marke�ing StaR 8.0 �I Markeling StaR 25.0
Circulation StaH 1 9 i ,. Circulation Staff 1.5 ��
Occupancy 24 i � �. Occupancy 2.4 '
, Finance 8 HR 1 2 '��3 Flnance&HR 72 I"��'
Exec/G8A ' 12 i � �'• Exec/G&A �.Z I �.� ��
IS Dep'L � 1 L I IS Dep't. , 12 I I "
�d� TotelAllocatedCos[s'�. 20.5 TotalAltocatedCosts 1fi2
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