HomeMy WebLinkAboutSponsor Fashion Week El Paseo - March 2010 �1•��
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CITY OF PALM DESERT
COMMUNITY SERVICES
STAFF REPORT
REQUEST: Consideration of a request for funding to sponsor Fashion Week EI
Paseo 2010.
DATE: June 11, 2009
CONTENT: Fashion Week EI Paseo Proposal
Fashion Week Sponsorship Agreement
May 2009 Marketing Committee Minutes
Recommendation:
By Minute Motion, concur with staff's recommendation to sponsor the 2010
Fashion Week EI Paseo event in the amount of $50,000.
Executive Summary:
Attached is a request from Palm Springs Life (PSL) for City funding in the amount
of $100,000 for the Presenting Sponsorship of Fashion Week EI Paseo to be
held in March 2010. While Staff had recommended and continues to support a
$50,000 sponsorship, the Marketing Committee, at its May 2009 meeting,
unanimously recommended that the City provide $75,000 for the title sponsorship
of the 2010 event.
City Council's approval of this request would result in Palm Desert being a
presenting sponsor of a fifth-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 benefits that accrue to the City as a result, both in the short term and
over time. The event has gained significant momentum in recent years, has
consistently increased attendance and offerings, drives traffic to EI Paseo and its
retail outlets, and provides a first-class, high-profile venue for the City to support
area businesses.
In a recent City Council study session, staff was directed to include $50,000 for
sponsorship of this event for FY 2009-10. Therefore, staff presented a
recommendation for sponsorship in this amount.
Fashion Week EI Paseo — Page 2
Background:
PSL is once again spearheading this event with support from 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 showcases the latest in
accessories, art, beauty, fashion, and food.
Fashion Week has expanded and exceeded expectations in each of the four
years it has been held. According to Palm Springs Life, the City of Palm Desert
received over $820,000 in valued media exposure from the 2009 event. Overall
ticket sales for the event nearly doubled with 48 percent of attendees coming
from outside the Coachella Valley and 25 percent from outside of California. This
event truly helps brand the City as a fashion and shopping destination.
The 2009 event included nightly sold out events and a record number of EI
Paseo merchants (60) participating through their own in-store promotions.
Despite the difficult economy, 29 stores reported an increase in traffic and 23
reported an increase in sales during Fashion Week. Chico's experienced a 21
percent increase in sales compared to the same period last year and reported
that a single-day, in-store event during the week generated $25,000. Retailers
such as J. Russell, Soma Intimates, Ralph Lauren, and Tommy Bahama's also
saw double digit increases. Automobile counts at the Gardens on EI Paseo were
18.8 percent higher than in the previous four weeks, which included the Indian
Wells Tennis Tournament. Foot traffic in finro of the Gardens' restaurants was up
"considerably compared to previous weeks" (See Merchant Testimonials), as
were several of the stores in the center.
Brent Wise, General Manager of Westfield Palm Desert, a member of the
Marketing Committee, noted at its meeting, that while Fashion Week didn't
directly support business outside of EI Paseo, Westfield did see a 46 percent
increase in sales during that week. In addition, Economic Development Manager
Ruth Ann Moore announced that negotiations were underway for the opening of
new store on EI Paseo as a result of Fashion Week.
Additionally, the charity component of the event benefited four local charities
which received more than $60,000, up from just $11,000 last year.
Staff believes that Fashion Week EI Paseo has become a unique, signature
event for Palm Desert that is perfectly timed to encourage out of town guests to
visit the City and patronize its shops, restaurants, and hotels. Spurred by the
significant exposure that the City receives from its Fashion Week sponsorship via
advertising, public relations, and online and direct marketing efforts, these
visitors help generate the sales tax and transient occupancy tax revenues that
Fashion Week EI Paseo — Page 3
put money straight into the City's general fund. A full list of benefits for the
presenting sponsorship is included in the attached proposal.
The Marketing Committee was unanimously strong in its recommendation to the
City Council that it provide a $75,000 sponsorship for Fashion Week EI Paseo's
2010 event.
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Submitted by: _ f
. _
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Kristy Kneid' g Sheila R. Gil igan
Marketing Manager � Assistant City Manager
A o .
�%w��'v� R�
hlmuth Paul Gibson
Ci Manager Director of Finance
CiTY COUNCIL AC�TON
APPROVF.D �� DFNiF,D
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�Cristy Kr����ing
[l�+�rk�fiing Director �aY�, 20�9
��t�of P�tr�t Desert
73-5�f(} Fred Waring ariv�
F"��� UPiSE�I ty �� .7�GW
Q@G'C�PIS'h7,t;
In evafucrting Fashlc�r►Itlfee�'r� tarr�s af a markefin� eve�t f�r th+�Cit�r �f palm
��sert, tt►�fc�lf�wing thre� key ir�dic�crtc�rs were us+�d�o determine succe�s�
1� ��`�mul�tin� sc�les�m�rrg�h��c�ri�us bu�in�sses c�n E�Pasecr
�') Br�ngin�visitors t� P�al�C3�s�ert
3} Creatrn� media �xp�t�sure r��res�nting p�tl�m �?esert c�a premie��h�pping
and ent��tc�inrr�ent cl��ti�r�rti�n
„��.
I. Busl�e�s
• 6�Q in-stcare�v�r�ts
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�9 str�res rep�rt�r� irt�r�as�d t�affic durinc� Fc�shi�n We�Oc
• 23 stc�res rept�rt��! an ia�cr�ase ir�sales �
a J, Russ�11-l C�► �
a [�enc�issance Surg�ry Cer�ter-3�09'a "
a Chicra's- 21� ;i
o Jt�sie`s H�+c�rt-20�s
o Ss�mq Intimates- 15'�
a Rtz�l�h l.t�uren - 1 C?�'�
a "fc�mr�ny Bc�ham� - 10►�
F�r m�re details pfeas�se� Nlerchant Pc�rticipc�tian �- Testim�niais
• �1/e havQ r�c�ived mc�ny testimc�nials frcam the merchants such as;
o "Ft�sf�ian Week euok�s mtare p+�t�icJpatic�rr txrtd eli�its rnore
exciterrten#amonr� th� tenants, and resutts fn more scrles
for�he r�t�riJers�nd r�s�aurants�n�1 Pc��ea than any otl�er
evenf d�rin� the year.„
: _Bab Fliday, �G�ner�i Mana�er; T�e �ardens an E1 F'as�a
��� � ����,.: ��
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� "I�1/a cc�uld�c���r�r��e�.���r��e11 a�t�e did��r the week w1tt��t�t
Fasnic�n �JW���n�'�t��v�n��.�
-Tr�sh t�IcFarl�r��� ���r BB �Jr��
� "C�ur sfic�r��w�r�b�r�r�r t��rr� a�y�cri��r t�rr�e �tls yaar"°
-Sh�rri Js�r�r�s+��t, i�Et�����r. �"albt��ts
�a "Fcx's�tic�n 6�f��dc�!����c�p{e�r r�ee�o�t���rr�� to EI P�sec�thc�t
th�y�rriay not�a��e�raa�i�ls y��rr.„
-Margr�t�ate, f�la����r, �'iffc��ny 8� �a.
• �4�ic�nificant numbe��f b��ir��ss�s ort�nd aff Ei Pasev bene�itt�d iram
�ashi+�n 1tU��ka
II. Attenda�ce- Brin�in��fi�itrrr�trs�c�m�n
• Fasl�ic�n 1N�ek att�r�dc�r►���vc�c�t�n all-n�rnr high w�ii�h mc�s�sh�sws s4l�d
aut, The gen�ral r�fl��tia�n�as th�f fihe w��k lived up fic��#s promise af
�Seing the °`�rc��t�nti�ip�c�ted event Qf th�year..,
o Tickefi�c�l�s fic�r Fa�ir�n 11�eek EI Pas�ec�2�9"almost doubl�d ov�r
�he{�r��rlc�+us�ye�tr.
� 48`�,�f°thc�se in�t�ndance were frc�m�auts�de c�f fihe Cac�cheli�
Vet�l�y.
For m�are infc�rmcxtti�n ���se se�the Atfiend�nce s�ect'ran.
tll Media Cov+ara�se
Loca! m�dia cc�veragt�w�s up far 1�e event, while re�ion�al and national
caverage�ras equai ta�r less thc�n the previe�us yer�rs.
Web coverage, in t�rms c��bic�gs, �te„ wc�s an area of st�e�c�cceler�tion, as the
amount of Web�c�r�tenfi was si�n��cant and�xisted in ways not mer�surec�ble,
such as so�it�1 netw�rkin� s�tes� �e�een video shc�ring �n Yaul"ub�. �ac�bt�c�6�,
and Ic�ca(T'V sta#ians' �aaerage, Fashic�n INeek EI Pasec�was generating
significar�t Int�rn�t��ver��e, �a�shic�nweekelpaseQ.com Vt/eb sit��x��rien��r�
mare fihan B,�C�Q un9que�isit�irs(See Canline 1'�edic� Caverage S�ctfdnb
fashi onweekelp�s��.cc�m}
• Ft�c�b�c�k.crrm facts(from S. Greene)
� Paim-d�s�rt.mr�
* Pc�frns�►rin�slife,�am
• Fashic�nw�:�kelpaseo,cc�m
• Nc�tes�rar��aalrr�s�r�ngs,cam
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. . .. . . _ ., �z�...�._.��-'�'f''��i::a�4i`�aa�.,.,. . _ . . .
;
��i��arr�al P�a�i�3ci atic�n
- , • � D�sigr�ers
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• �f��'olunt��rs frc�r�� Ic�t�(���I��t!t�ver tt�e C�ch�lla Vqfley ptus 1CJ
res9dents wh��c�tl��1 us t�a�a�u�t�r.
� �a��iair and mc�k€�-c�p����t�
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Fc�ie�W�k gen�rcrted th�f�l�a�ri�g rr��iic�cou��age�r� �d�tcrric�l, news. a�d
paid�rc�gramming:
• Editorial+ �l�ws
0 7�res�r�le�s
o �7 PI/C��}��C�fQf1C�S
o b Radic�shc��rs
c� 1 f� Printed ner�rs�t�ri�s
� 351N�b site fec�tur��
Editorial + �fews Total Valu�� SS+DQ,�
� Paid Prc�grammin�
c� 11J $i]4,�
� �adica ��B,�E�
��� � o Prin# �1��,63�
c� C)niin�S�5C1C3
� o �rall�fi�raf $�Cf,O�
pc��d Medi�Totcsl Valu�� �32�4,432
�7�Q���Q'�Q'. y1Vl.�iy�`
anclusion
Fc�shican 1N�ek Ei Pc�seo is c� unic�u�event fir�th+��oachellc� Val[ey. Na oth+�r ev�nt
creates as much ex�itement anc#invalves as man}�stores and �a�sin�sses on E1
Pasera c�s Fash�an Week, !ts pr�afile c�nd reputr�tion crre growin� in le�ps and
baunds, �sp��i�lly amtang t�t�V11est�r�ast fashion camrnunity and its�Q�ic�wers.
This cammunity is be���ning to und�rstand, nQw more than ever, th�im��artan�e
of Paim Desert�as�an ern�r�ing desi�n-savvy mark�t that is camprised�f full ar�ci
p�art-time r�sid�nts from ali o�rer f��Wesfi�rn US and �anada�
,
Th�dream afi makinc� ��shic�n V�Ieek EI Pc��eo and Palm C�esert c� de�tination ta
se�tt�e b�sfi c�f 11'V�st�c��st fashit�n and clesic�n is�c�ming tc�fruition, V11ith the
additir�n c,�th�tc�p �ll�l4� �{�si��studer�ts, our��cal ASID chc�pter��c! ca�f�liated
tc�fents, ca�ar firs#-�rr��men's nig�t c�r�d children's shaw, n�afi to menl�ian t��
eme�ging 11Rl�st�c�asfi d�signers, inciuding quicic�y r€sing star Jur�n�arl�s C�ban�io
3
'°: �v;m�ssti�'�.��+rs,urs.�=r.�r�.�a.r*k�,<-» ..?,..�r�-���S+a�rfi� ,.�'b��.,,�N'���� '+
' #h���.�,.,v u�, � .F�`en
� ,§%��,a� �F�..,1;. , i
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z „��� ;s.�„�,*.daso('�-a�.. . ., _. . ... .
-v���hc����ned tc� app�e�r ir� ���ril i�t��c�f����c�rafir��th����nt is vv�ll
+��� i�s�rr�y tc�achieving �t���-�n��rl.
f��l�ra S',prings Life thc�r�l�th��i�r�f Pca��on C��se�f�r its��ntint��d su�pc�rt anc�
�c�ntri�ufion fica �ashion ilV�k EI Pas�a,
The �uture
Tt��suc�es�s of Fashic��We�k E� ��c�2(�h��nr�t only l�enefited fhe P�lm
[�esert bus`rr�ess community bu��c�s furth�er�rar�ded ff�e�iiy af Pa(m Desark c�s c�
cent�r of fashic�n on tt�� Viiest Cr�c�t. it�o►�r beli�f t�c�Fashion W�ek E(Pasec�
�as k��come a tr�m�nd�us�t tc►tP�e c�t�y's mvrke�i���crals c�nd abj�cfiv�s
anc� i��r�anfiir�uin�to s�pport+a�the��r�enting Spc�ns�a�c��th�s event th� pasif�v�
r�su�ts that you harre ex�r�er�c�l wifl ar�iy k�e�nhar���d�
��or 2Q1Q we ar� reque�tinc� �s��sc�r��p f�e 4f$1�p.00�1�,rhi�h represents a 33�
decar�c�s�from the Ci�r c�f Pc�fm Des�rt"s�19 fundir�g. VfJ� �t�ak forward tr�yc�ur
cantinu�d support.
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_ Fashion Week
2010 Budget&2009 Actuals
� - - -_ ---
- - __ - --�
2010 2009
Budget Revenue Actual
100,000 Presenting Sponsor-City of Palm Desert 150,000
- - _ -
210,000 Other S onsors 93,500
310,000 �onsorsh�Revenue 243 500
-- - _. _ ,
_ 32,000 Ticket Sales _ _ __ _ 31,517
30,000 Tent Show S onsors 30,000
_ __ _ 62,000 _ Fashion Show Revenue 61,517
6,000 Ad Sales -- - - - 4,738
_ _ _ 6,000 _ _ Pro�ram Revenue 4 738
--- - - ,
$378,000 Tota/Revenues $309 755
Expenses
_ _11,000 Manufacturing 10,751
- - -- -- -
_ 1,600 Postage __ 1,450
-
-- - --
- - - -
- -- rei�ht --- - - 673
800 Distribution 830
-- - --- - -- -
21,600 Commissions incl S onsor commissions 8,450
35,700 Program Costs 22 154
-- -- �
52,000 Catering&Food Service 17,200
5,000 Securi�_ - _- - - 4,986
-- -
135,000 Facilities _ 135,225
_ 10,000 On Site Mgmnt&Labor 10,000
_ 70,000 Show Production 68,841
__3,000 Video Services __ _ 2,815
700 Ticket Sale Expenses 650
6,000 Guest Travel&Accomdtn _ 5,808
- -- - --
- -- -
_ ,000 Fashion Stylist _ _ 7,000
2,500 Misc. Ex - - - 2,476
__296,200 __ Show Cosfs 255,001
- --- -
- -- - - -- -
17,000 Materials�Print&Photo) 5,280
-- - - -
2,000 Creative�Web Dvlpmnt) 2,000 ,
- - - - - -
--- -
6,200 Gen'I Promotion 6,172 �
25,200 __ Promofion Costs _ _ _ 13,452 I
- f
_ 800 Editorial Staff gpp i�
- - - �
---
00 Production Staff 800
----- -- 3,300 �
3,300 Sales Staff ,
- - - -- --
_ 10,000 Marketing Staff _ 10,000
0 Circulation Staff 1,600
_14,900 StaffAllocations 16,500
- - - -
- --
2,400 Occupancy 2,400
- - _
1,200 Finance&HR 1,200
_ _ - - -
_ _ 1,200 Exec/G&A 1,200
1,200 IS De 't. 1,200
6,000 Overhead Allocations 6,000
$378 000 Total Ex enses $313 107
$� Profit/Lass $3 352;
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A GALIERY�f[��F�f�T F{RE#SS
AVECt�i IAf�NTE S�#t�CSN Ca Sf�A
f3F1CCHAAi' L`RF�RtAE BC�.iT1+C�t,1E
BRRE ESCEMTt1t�t5 LEGGiAdRf3
f�f�UNE NEiI'S C?N El P'�i5��
f�,G.'S ECIECTIC OPTlCAI SH�OF ASPEN
�RIC�HTt�N CCtIIECTtF3t�5 �RIGINS
CACH� PiNK ClUB
Cfi�TtlS��.C7�tlE�SHC}E SFlE.ON ftFitPH �.�f'iUfi�fV
CA�� f�E� B�FiJ�-RAT� �RNGCJh�I 4F FIUR�NC�SNfJES
CHI�C)'S RENRfSSRNC�Cc�SMETIC SURGEt�Y CENTE�4 t��El
�OI�UJ�iT�R CRE�� PfiS�ta
CC�S BAR Rt�l, PASEO Rl�A
P�FINGERC?U� CURVES �C����1''5 fIN� SMC7�5
f�ANI C 5AK5 S1"li i�VENUE
�EI.UCA.i�LU�tERS �ME SHE
DlRNE'S A�ACHIU�AA SHEAA HFiIF�DE5k�N �
DlSTINCTIVE 1M'�RIC7A5 F3Y THt�fV�S SUM�9 INTIN4ATE5 f
r�r►d iD F1tV�F�1RNI5HING5 S�ECTAtUTAR SHADES ,
C?C?N VIN�EIV7 TAl�lET4P�1.EGRNCE
I�RAP�fi'S & pRMC3Al'S THE GAApENS C3N El f�RSEC)
DU�C{RNA THE llNEN MAN
EARTH SPIRITS TH� SRl(JN OF El PAS�C►
EIEGd�NTE JEUJElE�i4' THE UPPER CRUST
�Ft��1SCl�JEIUEf.Ef�S 1`IFFAN4'�a CO,
HEIf�£SS Tc�MM�' f3AHRMA �'C�OPICAL CAF�
�. CREUJ TUJO FEATH�f�S GAk.�Ei�4�
J. �iUSSEII SRl.C71� VItEf�R�QUIN
!C's f�ATIfJ CAF� uJA�I�E'S CC)i�.ECTIC�N
JC?SI�`5 H��RT{�N El PAS�t� l�1HPT� HQUSE f�lAC�i Mt�AKET
�04'! C�N�C PASEU ZEI�SE
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a��r Ste��rti�,
C?nc��gaer� ���hic�n Week EI Pase�s v�as c�ur��a�i��� �+reek�f the y�a�: �,lt�ouc�h, our r�umb�rs f�a�r�
abaut 2�� �ff ti�� I�sk 2 years, �ashion �rr��!'�c ���s c+r�iy c�ff 1p ,�. it vva� � �ustl� and bustle vvee�,
�nct we erije�y�� it oh s� rr�uch�9 The carr�rn�n� fram �atrc�ns w�s "daesn't �e�rr� tc� be a r��:e�sirra
9c�Eng an b��re." I� didn't feel like it an c��r �n� ��th�r,.,'Yfpp��i
Thanks �g�an far everyone's F�ard en��trk!
God Bles�,
��Im� ant� TF�� Cactus Flc��nr�r Gir�ls
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�h�cc�'s k�ac� remari��bl� busir�ess tt�e vv��� �f ��shir�n V�Ieek thds year�rt VVP had a 21�0
in�r�ase c��er last year � in rec�n� rrtr�a�t�r� w� h�ve not had �n� in�r���� ��rer �ast year's
nur-r�b�rs.
I`m a huge �up�c�rt�r �� Fashis�n '�Sfe��s c�n EI �as�Qr!! p �e� the incr��s� �r� traffic on tt��
str��t, the�x�it�m�nk it brings&r��ast irr������n��y fihe�irect rPsuits it h�s to aur busin�ss!!�
Not only d�d we s�� an increase in �ac��ir��s� thi� y��r but ev�ry year c�f F�shion Week ir�
th� past Ch�co's h�s consistently seer� � 2S°� e�s 30°� incr��s� fQr tF�e w�ek aver i�st year.
Wh�n ypu s�e th�se types c�� �ncreas�'s �ear����� y��,r f�,r 4 y���r°s th�t's remarkabfel��
i"his ye�r r�ur stc�re p�rticip,���d �ay ��y��,� ir►f+�rmal mo�el�nc� dail.y M�nday March 23rc�
tt�rc���c�h Sa�urday N�arch 2�t�'� i2:t�C7 - 4:��, W� �Isca dEt� a in-stc�r� �ashican shc�v�r ��
7h��rselay Mareh �6kh �t �:C30, Irr�rr�ed��t�l� fa�i€�vvinq Qur fashiori sho+�nr we ranc� in 25,�7��
� ir� c�ne hc�ur.
I le�c-�k forward tc� Fashic�r� We�k or� EI I�a�e� �ontinuir�g to grow & gettir�g even bigc��t- &
b�fiter�!!
Great j�ab this yearrr�a
S�rsan Stauber
Gen�ra9 �afe Manager
�hicc�'s an E! Paseo
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�IA�NES g�I�C1�W�llR,C�O�
Mieha�i,
� f vvant to thar��,yc�u fc�r i�rvofvir�g Diane'��3�a�h��ar ir�����'� �� pas�o F�sh��c�n �'�ek. �ur store
rec�ive��r�a� caverage ka�ing fie�ture�s�n ��3�� �Ig�. py,�w� se€�nnents. LQ��I �l�v,rspapers and
Radi� Statians. (3ur stnre saw a trern�r����s j�art-rp ir� sa[�s far th� w��k �c�rr�p�r�d t� pr�vinus
w��ks in 24Q�. The�v�nt attraeted s��r�raf r�ew�;�r�t�arn�r�s in�Q Qian�'s v�rh�c� �s v�ry impartar�t
far the long-�errr� growth of c���r c{ient ��s�.
The �ashion ;h�+w itself w�s very� eleg�nto fas�tic�n f�r�+�rd anc! a gr��� r��resentation erf Ei
Pa�eo. Sev�ral of my vendcars attend�c� the sY���r ,�r�d �v�re arn�zed by the �ma�ar►t �f people
that �ttend�d ar��i the prc�f�ssie�nal fr.��k n���,� shovv
T��ank yc�u �c��tir� f�r ir��rc>I�ir�g [�rane'� �r��i I Ic�cr� �'�rward kc� EI Pase4 Fashic�n W�r�� �Ql�!
�in��rely,
�����'� h'ieEanie Michaud
Director of M�rk�ting
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Mr. Michael tvl��hews, Dir��kcr c�� ��Iarket�r�g Aprai �3, 2�4g
PALM SPRIh�GS LIFE
3C1� N. inc�ian Canyqn
Palm Sprine�s, C� 92201
C7�ar �li�h�el;
Congratulatic�ns or� a very suc��s��ul �ash��arE W�ek Ef P�sea! AI� of us at �urir�ca/
�rr��r��Cr��at�ve ar� thriiled Cc� be � ��rt bf this year's t€��m in �ur rc�le c�f h�nd�ing �ul�l�c
F��I�tions and the Cn-Store e�en�s �n �I ����c�. repre��ntir�r� tti� Bc��rd of C3irec:tars.
= K C�nc�e thQ sp�etacular fine-�p of ��er-ots in the tent was initialiy ann�unced, it becar-r�e
very easy tc� �rvor� witl� t(�e mer-cha��ts ka �i�d�ic�� th� c�ver 60 in-star� �vents, �s w�16
asc���ting th� Ic�c�l �nc� r�gtanal r���i� �xcit�d abc�ut �he week, This �e�ar rnarked a
recarcl hir�h in both categr�nes, anc� �udgrng from tF�e mer�hant surveys reeeived to dat�,
it was a huge sue°cess?
C?v�ralt, we �+ere fmpressed witi� a4C caf �F�� pl�nr�ing and organization, and the s�irit
oft�am work that vv�s s� v�►�y appar�nt, �c�t c�nfy ir� the pfar�ning stages, but tihraur�houk
the c�.ruelir�g w�ek c�f n�on-stop ���nts �nd even after the tent cam� down. I believe vve
���r� created a v+�ry unic�u� partn�r�hi� b�kween your campany, Ef f�asea. the City of
Palm Desert ar�r� Furir�c�/�r�er�� C.reative, and cane that c�n accomplish �Irnost
�ny�thing!
Ek Paseo is on� of c�ur sic�nature �I��nts. and �rve strive to finc� effective meth�ds tc�
driuel�c�th c�ualifiecl tr�ffic ar��1 sales �r� the stre�t throuc�hout the year. �ver�ll, F�ashian
Wee�s EI Pasec� creates a m�ac�d c�F excitemernt �nd er�erc�� that definitely larings b�th tca �
rnaj�ri�y oF th� stor�s. The merchant suru�ys �,re Frfled with �xamples Qf sales iner�ases,
r�c1r� ��ot traffic, �r�d �u#a�c�rt c�f t�,is ev�nt returnir�g,
Vb`e Icaak fc�ruvard t� plar�ninc� f�r the 5tf� Annual F�shian W�ek �I F'aseo, and bei�ev� th�t it
wiil c.anti��ue tc� c�rovv, �nc9 e��oiu� into an �ve���t th�t �rinc�s in thQ��ands pf v�s�t�ars!
Best Rec��rc�s,
_ Ste�h�nie Gr��n�,
Princip�i
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[�e�r Susar� ar�d t*�irha�l,
I wc�uld iike tca cc��g.r�[ula�� f�oth c�f �a� �r� ,� ��n��rful, v�elf akkencfe�, and srri�ar�thly execu��d ev�nt.
The f�ct thak F�s�s�r�� �Ne�k Ef Pasec� is m�r� th�t ��st or►� d�gr, �ut c�rnpris�� �f seuer�l cre��ive an€�
cfistinctfy differ�nt ever�ts makes it e��n rr��r� irnpr�s�ive. As Bc�b ��#iday stat�d r��ently, Fashion Week
Pvakes more pa�k�cipati�an and eiici�s m�r� �x�it�rnerr.t �mc�ng th� tenar�ts, anc� ��su(ts in more sa�es far
tt°�� ret�ii�r� an�i resta�rants on EI 4�as�� t�t�n �r�y ��t��r���n� ciurin� the year,
Aithc�+�gh it's te�ca e�rly fio report on f��r�h �ales frr�m The G�rdens rnerehants, th�re is ar€�ple feed�r�ck
on th� impor��ne.+� �f tt�i� annual ev�nt Tri�� C+�c�arlane �wnr�t- caf BB c�ne �taies "we c�uEc! r�at h�v�
dane as �rreff as we did frar the week w�thc��t ��st�ian '�1�Jeek and tt�e �v�nts!„ Sherri J�ahr�sQn, m�n�c�er�f
Talbot�, T�Ib�ts F��tite ar7d Warn�n r�at�d tfi��t �heir stare� wer� th� busiest tl��y� h�ve kaeen �ff ���r !rj
�ddi�fan,thev w�+�r�able ta���at�lize�n kh�f�s��ic�n�h��v at Th�G�rd�r�s�nd had s�v�ra!custarr��rs�sk r`crr
sPecific merchandis� seen bn the runw�y. �itinc� the current econcrrnic climat�, N��rgar�t Ccal�, r�-E�n�ger
c�� �iff�ny& Ga �c�mment:ed th�� F�sh►c�rf `�1lr�ek EE F'�seo °'gave �,eopl� a reas€�r� tc� c�am� �irav�rn t� E'i
P�see� kt��t they rr��y rlok hav� this ye�r."
The Gardens car caunts w�re 18.�/� high�� kh�n khe pr�vious f�ur w��k av�rage which ir�r�l�.a�.��s
the in�lian 1�toc�lls tennis tc��.arnam�nt. Simif�r�y, r�staur�nt rr��n�ger� Mich�ef Shimer and Me�ther
Wright from Tommy Bat7am�'� �nd Sarr��riy`s 1Nac�dfirec4 Prz�a confirmed that Foc�t traffic was up
cor�sic��rak�ly as carnpared to pr�vic�us weeks. Stc�res ir�rluc�in� �"he Walking �ompany, Bar� Esc�er�tta�ls,
B�n�na Rep�kalic, anc� Cc�l� Naan ��v� comment�d not only an the increased fcacat tra�fic but alsc� th�
"buzz"' and excitement Fashion V'3�ek cre�tes.
P�e�dless ta say, Fa�hEan We�k EI P�se� was not onlr/ a foveiy event to attend but alsa ar� �vent wath �
�asitive ecQn�mie impact f�r ret�il �nd restaur�nts. Th�nk� vPry n�uch for yaur clevaCion ar�d har� �rvork.
V�fithout it, trie even� wc�uld nat have b�en successful.
Sincerely,
��r� C.�'Flynr�
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This v+r�s bi�r f�r the best F��hi�� ����y 6 ���� ���r se�n9 I i�ved �xp�ri�ncinc� th�
e���ct�c �es��r�s r�f so many �G�=t��i ���r�� risir�� st�rs +n �h€� fash��� w�r�rl�. Th�ir ir�s�ired
desir�r-i�ran�he yarnut.el��ant,f+.�nl��,c�assy.sop�€,tic;at��i.w�rban,ci�ri�c�anc��l�g�nt!It was
c�k�v�a�� th�t t�-��� were a�l so ���s��n�t� abc�ut v�h�t tl�ey �i�. Th� �ic9�� k��� backgraun�!
interviews k�r��.r�ht that I-iumara�I�rrt�r�t t�►the�h��nr,�nd further illumin�te�! th�ir interesting
persQnaliti�s. Tk���y were al! so hurn�1�, q�f�e�l ar�d c�edic�ted �bc�ut �ur��aing their dr�arr�s tc�
be th� ka�st. I�GI c�f them h�ve �kre�d� �rr���� rn r��r ��irai�r; and this sF�a+nr v�r�s a avand�rf�l
v�er�ue tc� gi�e th�n t1-i�t m�ch des�rver� r�����re, The vide�os were sucl�� a great touch tc��.
Th� music w�s just perfect toa it �v�� dr��ri�c� Yc�uth-�ri�ntec� r�ally exciting �rTd added � iat
tc� the �nerc�y c�f ihe entir� shs�v�. The m��els �r�r� �spe�:ially gQrq�c�us ar�d loal��d as i�
they �rajc�ye�l v���ring th� �lesign,, t/+f�-�at �r'� irrimerr�e ar���ur�t of ta6en� ��n��r�ed to prr�-
��a�� tk�is merr��rabl� �v�nt I ��spl��.�d ev�ryan� ir�v�al�ee�!
T�r�s� Hanses
Pafrr� 5�rinc�.s
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Sponsorship Aareement
Fashion Week EI Paseo 2010
This sponsorship agreement is made between Desert Publications, Inc. d/b/a Palm
Springs Life and the City of Palm Desert, USA for the exclusive purpose of defining
the obligations of both parties in fulfilling the '�Presenting Sponsorship" being
purchased for Fashion Week EI Paseo by The City of Palm Desert.
Under this agreement, Palm Springs Life shall host Fashion Week EI Paseo on March
22 - 28, 2010 and provide to the City of Palm Desert the following:
PRE EVENT
. PALM DESERT recognition & logo incorporated into Fashion Week logo ��
Fashion Week EI Paseo T'" presented by PALM DESERT" Value: $12,000.00
. PALM DESERT included in all public relations efforts Value: $2,000.00
. PALM DESERT included on all Marketing print collateral - San Diego, Los
Angeles, Orange County included Value: $10,000
• Sponsor logo/link and editorial on calendar - PalmSpringsLife.com Value:
$5,000
• Six hundred (600) ten (10) second commercial spot tag opportunity during
March 2010 Value: $10,000
• Approx 2200 ten (10) second commercial spot tag opportunity in March 2010
Value: $20,000
• Logo included on 145,000 billing inserts (Time Warner Desert Cities Cable) in
March 2010 Value: $2,000
• Two page spread in 2009/10 EI Paseo Catalogue (40K distribution) Value:
$8,750
. Back cover full page 4 color ad in 2010 Fashion Week Official Program
(35,000 copies) Value: $4,345
• Logo on front cover of Fashion Week Official Program (35,000 copies) Value:
$2,000
• Editorial coverage on Fashion Week website Value: $2,000
• Logo included in Palm Springs Life sponsored event ads, i.e. Steve Chase
Program, etc Value: $2,000
• Logo on Save the Date E-blast (22,000 opt-in subscribers) Value: $500
• One time access to Palm Springs Life magazine subscriber database (16,000)
Value: $2,000
• Use of Palm Springs Life VIP database list (400) available for one time use
Value: $1,200
• Logo on Fashion Week ad in the November, December, January, February and
March issues of Palm Springs Life (25,000 per month - total for five (5)
months 125,000 circulation) Value: $3,285
ON SITE
• Logo and photo on four (4) oversized EI Paseo street banners for 45 days
Value: $10,000
• Logo on stage walls in main Fashion Week tent all week Value: $2,000
• Special signing inside of the tent Value: $5,000
�
• Option to showcase your product or service in a boutique in the main Fashion
Week tent all week Value: $3,000
• Logo on nightly programs (4,000 copies) Value: $1,000
. Product placement opportunity in the finale fashion show gift bag
(approximately 600 attendees) Value: $1,000
• Option to host a private event in the Fashion Week main tent (cost borne by
sponsor) Value: $4,000
• PALM DESERT logo printed on the front of all Fashion Week tickets Value:
$3,000
HOSPITALITY
• Invitations to every Fashion Week event with VIP seating ($340 per ticket)
Value: $10,200
. VIP lounge tickets at after parties throughout the week Value: $1,000
• Signage at after parties Value: $1,000
POST EVENT AND MORE
• Logo on full color ad in May Palm Springs Life recap Value: $650
• Logo on recap video with photos sent to all ticket purchasers - VIPs, etc
Value: $3,500
. Logo/link on 2009/2010 www.shopelpaseo.com Value: $1,000
• Logo/link on Fashion Week newsletter Value: $1,000
. Post-Event coverage in Palm Springs Life °The Social Scene" (25,000
distribution) & PalmSpringsLife.com Value: $2,500
• Exclusivity in your category of business Value: $5,000
. Recap 60 days after conclusion of event Value: $1,000
ONLINE
• Logo/link on fashionweekelpaseo.com and listing on sponsor section for one
year Value: $2,000
• Logo/link on PalmSpringsLife.com and listing on sponsor section for one year
Value: $5,000
• Palm Springs Life / Desert Guide creative banner package - 100,000
impressions, 7 banners Value: $5,100
• PalmSpringsLife.com monthly electronic newsletter ride-along ad, 22,000 opt-
in subscribers Value: $1,200
• Coverage of private event in Sand and Sea (100,000 visitors) Value: $1,200
TOTAL VALUE: $158,730
In consideration of the above Sponsor agrees:
➢ To pay the Presenting Sponsorship fee of $100,000 with �/z ($50,000) paid at
or within 1 week of contract signing and the balance of $50,000 paid by
March 1, 2010. All payments are non-refundable except in the case of
cancellation of the event.
➢ In addition to the above, City of Palm Desert to supply in-kind services in an
amount not to exceed $10,000
2
This contract is non-cancelable except by mutual agreement. This contract
represents the terms and conditions to purchase a sponsorship to Fashion Week EI
Paseo only and does not bind the two parties to any unrelated agreement.
AGREED: AGREED:
Frank )ones Robert Spiegel
Associate Publisher Mayor
Desert Publications, Inc. City of Palm Desert, CA
Dated: Dated:
3
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE MAY 19, 2009
V. NEW BUSINESS
A. FASHION WEEK WRAP UP
Mr. Jones introduced Susan Stein and Mike Evans to the Committee. He
said over 35 merchants participated in in-tent events and 70 merchants had
in-store events.
Kristy Kneiding stated that Mr. Jones provided a summary of Fashion Week
2008, as well as its budget, which was included in the Committee's agenda
packet.
Ruth Ann Moore, Economic Development Manager, commented that the EI
Paseo Business Improvement District was voting on a proposed contribution
of $20,000 for Fashion Week 2010. This would double the amount it gave to
Fashion Week 2009. To put that number in perspective, Ms. Moore stated
that the EI Paseo Business Improvement's budget was $230,000 per year.
She announced that negotiations were currently underway regarding the
opening of a new store on EI Paseo because of Fashion Week.
Ms. Kneiding said that during an economically trying time, 23 stores reported
an increase in sales and 29 stores had an increase of traffic overall. She felt
it was important to note that ticket sales doubled over the previous year.
Mr. Morcus congratulated Mr. Jones on a job well done in a down economy.
Upon question by Mr. Morcus, Mr. Jones responded that they have reduced
the request to the City by $50,000. There were three initiatives being
discussed to increase the dynamics of the event that would benefit every
merchant on the street. Tent design, technology and the addition of shows
were going to be primary objectives. He believed they had a solid plan to go
forward with those initiatives.
Mr. Morcus agreed that participation needs to be expanded up and down the
street.
Susan Stein, Fashion Editor for Palm Springs Life, stated that stores have
already committed to next year's event.
Mr. Evans said that they received positive feedback on and off the street.
There was more involvement from the local ASID Chapter, which put on a
terrific show and helped spread the word throughout the valley and beyond.
Upon question by Mr. Morcus, Mr. Jones responded that 48% of the
attendees were from outside the valley.
2
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE MAY 19, 2009
Upon question by Mayor Spiegel, Mr. Evans responded that last year's
sponsors included Cambria, Mercedes Benz, Toyota, The Gardens, and
Jackie Lee Houston, just to name a few.
Ms. Stein said there was interest from people in Los Angeles, within the
industry, who would like to be involved. She could not divulge any names,
but she thought the interest was a good sign for next year's event.
Upon question by Ms. O'Flynn, Ms. Kneiding explained that Palm Springs Life
is requesting a $100,000 contribution from the City as a Presenting Sponsor;
however, due to the City's budget constraints staff recommended $50,000.
She felt it was important for the City to be involved and continue to support
the event.
Upon question by Mayor Spiegel, Mr. Jones responded that they would move
forward confidently with a $100,000 sponsorship. They would do the best
they could with a $50,000 sponsorship.
Mr. Evans stated that they were ahead of schedule as sponsorship packets
have already been distributed.
Ms. O'Flynn stated that the goal for Fashion Week four years ago was to take
advantage of the traffic generated between the Kraft Nabisco Championship
and the Indian Wells Tennis Tournament. She said traffic at The Gardens
was well above that seen during either of those two events, which speaks a
lot about Fashion Week. In addition, the 48% of attendees coming from
outside the Coachella Valley speaks to tourism and how that translates into
increased sales. This brings us to the intangibles created by Fashion Week,
monies brought into the City from an influx of people attending Fashion
Week. She respectfully recognized staff's recommendation, but
recommended that the Committee support a $75,000 sponsorship.
Ms. Kneiding stated that staff's recommendation is just that, a
recommendation. The Committee can, at its discretion, make any
recommendation they feel is appropriate.
A discussion was held regarding the sponsorship amounts requested from
the City in previous years.
Brent Wise said the event had a strong foothold and was in good position to
take advantage of the lack of interest in Los Angeles Fashion Week. He
thought they needed to contribute and support the event and felt that Palm
Springs Life had met its requirements in decreasing its demands from the
City. Although, it doesn't directly support businesses off EI Paseo, it does
indirectly affect WestField and its sales were up 46% during Fashion Week.
He felt that reducing contributions would create an uncertain outcome and, in
his opinion, he could support the full $100,000. However, he would second
the motion made by Ms. O'Flynn to support a sponsorship of $75,000.
3
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE MAY 19, 2009
Ms. O'Flynn moved, by Minute Motion, to recommend a sponsorship amount of
$75,000 for Fashion Week EI Paseo 2010. Motion seconded by Brent Wise and carried 5-
0.
B. NANCY J. FRIEDMAN PR REPORT, JANUARY—APRIL 2009
Ms. Kneiding stated that the Friedman Agency focused on Marriott Desert
Springs and the City's Energy Program. They took time to learn about the
Energy Program and were doing great work regarding its coverage. A
representative from the Nancy J. Friedman Agency, along with several travel
writers, was here in May for a press trip, which went very well. Ms. Kneiding
spoke to the Daily Green's Heart of Green Award honoring Pat Conlon.
Ms. Bird-Hrivnak announced that there will be a feature in the June Alaska
Airlines magazine regarding the Marriott's golf course. The press trip was
successful, and a great group of writers attended who were interested in the
area and had a lot of questions. She felt the press trip would result in some
great articles.
Ms. O'Flynn moved, by Minute Motion, to receive and file the Nancy J. Friedman PR
Report. Motion seconded by Lee Morcus and carried 5-0.
C. MEETING GUIDELINES AND PROCEDURES
Ms. Kneiding stated that David Hermann did a great job outlining the
guidelines and procedures, which were put together for informational
purposes.
Ms. O'Flynn appreciated this information.
Ms. O'Flynn moved, by Minute Motion, to receive and file the Meeting Guidelines
and Procedures report. Motion seconded by Brent Wise and carried 5-0.
VI. CONTINUED BUSINESS
None
VII. OLD BUSINESS
A. ADVERTISING AGENCY SELECTION
Ms. Kneiding stated that after the presentations by proposed advertising
agencies, the Committee members were split between Full Gallop and
Greenhaus. Subsequently, she and Ms. Gilligan conducted follow-up
interviews with Greenhaus and Full Gallop. Ms. Kneiding's concerns with
Greenhaus were its lack of experience with online initiatives. She learned
that Greenhaus often contracts out online services, which would result in
4
Michelson, Wilma
From: Richard Yaeger[ryaeger@dc.rr.com]
Sent: Thursday, June 11, 2009 8:54 AM
To: CityhallMail
Cc: Richard Yaeger
Subject: [NEWSENDER] -Attn: All Council Members- Message is from an unknown sender
I want to express my concern with respect to subsidizing the Palm
Desert Country Club"s golf course. In these economic times when we
are cutting back on all programs and terminating employees we surely do not want spend money
on a golf course that has been poorly managed. The Oasis Country Club which is located close
by, is in excellent condition, with course fees which are less than Palm Desert Country Club.
I feel the same way with respect to the Fashion Show which is coming up for consideration for
additional funds. I think it is time that we subsidize organizations such as Animal
Samaritians which are currently building a new animal hospital to support the entire Valley
Area.
Respectfully,
Richard A. Yaeger
852 Mission Creek Drive
Palm Desert, Ca. 92211
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