HomeMy WebLinkAboutParticipation in the PSDRCCVA Jt Powers Authority - 11/12/09 CITY OF PALM DESERT
OFFICE OF THE CITY MANAGER
STAFF REPORT
REQUEST: CONSIDERATION OF CITY OF PALM DESERT PARTICIPATION
IN THE PALM SPRINGS DESERT RESORTS COMMUNITIES
CONVENTION AND VISITORS AUTHORITY (CVA) JOINT
POWERS AUTHORITY (JPA)
SUBMITTED BY: John M. Wohlmuth, City Manager
DATE: November 12, 2009
CONTENTS: Letter from Kenneth C. Kinsey, Desert Springs JW
Marriott Resort & Spa
CVA bookings for Palm Desert
CVA 2009 Executive Summary of Sales & Marketing Plan
CVA 2008 Annual Report
Table B-5, City of Palm Desert Largest Employers
City of Scottsdale February and September 2009
Visitor Statistics Reports — excerpts
Recommendation
By Minute Motion, remain a participating member in the Palm Springs
Desert Resorts Communities Convention and Visitors Authority (CVA)
Joint Powers Authority (JPA) and reconsider the BID in February 2010,
after a study session discussion with the CVA and the Hospitality
Industry and Business Council, Inc. (HIBC) to be held in January, 2010.
Commission Recommendation
At the May 27, 2009 meeting of the Palm Desert Marketing Committee, Mr. Beckelman
and Senior Vice President of Sales and Marketing Robert Enriquez of the CVA gave a
detailed presentation of the CVA's history, the Board's expectations of the
organization's goals, and an explanation of the recently formed BID. The Committee
unanimously voted to recommend that the City remain in the CVA and become a part of
the BID to save the City approximately $600,000 annually.
Executive Summary
Over the past few years, the City Council has reviewed the prospect of withdrawing its
membership from the CVA, issuing a notice of Intent to Withdraw in 2005, and
Consideration of Withdrawal from CVA
Staff Report
November 12, 2009
Page 2 of 7
rescinding the notice in 2006. In February of this year, the Council declined to join the
CVA Business Improvement District, formed as a mechanism to increase the CVA
budget by 58 percent while decreasing the financial burden on the cities. The issue of
whether to remain a member of the CVA is before the Council for consideration.
Backqround
The Palm Springs Desert Resorts Convention and Visitors Authority (CVA) Joint Powers
Authority (JPA) and the Hospitality Industry and Business Council (HIBC) have
instituted a BID for the region. The purpose of the BID is to boost CVA funding by
increasing the financial and operational participation of valley hotels and decreasing
cities' Transient Occupancy Tax (TOT) contributions. The BID and the newly formed
HIBC allow more input and shared expense from the private sector that benefits from
the CVA.
On February 26, 2009, the City Council voted not to join the BID and now must decide
whether withdrawing from the CVA is beneficial as Palm Desert moves forward in these
challenging economic times.
According to the bylaws governing the JPA, withdrawal from the CVA requires the
following:
• Thirteen months is the minimum notice required to withdraw. This notice should be
issued to CVA no later than November 30, 2009 in order to take effect on December
31, 2010.
• When notice to withdraw is issued by November 30, complete withdrawal becomes
effective on December 31 of the following year. Therefore, if notice is issued later
than November 30, withdrawal would not occur until December 31, 2011.
• Full payment is required until the effective date of withdrawal. Therefore, the City
would be required to pay dues not only for the current year, but also throughout
following calendar year. The City and its businesses would lose the right to vote
during the period of withdrawal with the exception of operating budget items.
• If the City chooses to leave and rejoin the CVA, it would be responsible for all dues
that were payable during the time that the City was not a participating member.
A meeting was held on October 19, 2009 with representatives from the Desert Springs
JW Marriott Resort & Spa, CVA, and City staff. Desert Springs General Manager Ken
Schwartz and Director of Group Sales Kenneth Kinsey voiced their strong desire for the
City to remain a part of the CVA and provided the following reasons:
Consideration of Withdrawal from CVA
Staff Report
November 12, 2009
Page 3 of 7
• The CVA brings significant business to Desert Springs. As this and other large
hotels fill up, business overflows to smaller hotels, increasing occupancy throughout
the area.
• Withdrawing from the CVA during an economic downturn would be detrimental to
Palm Desert hotels and Desert Springs in particular.
• Desert Springs is projecting 54°/a occupancy this year and only 50% next year.
Withdrawing from the CVA would result in a loss of sales leads, leading to even
lower occupancy and a severe drop in business in future years.
• Desert Springs accounts for roughly 50% of Palm Desert's hotel rooms.
• Desert Springs representatives stated that the City could not develop a program that
would equal the business generated by the CVA. The CVA has many relationships
with meeting planners and travel and tour operators that bring additional business to
Palm Desert. The CVA also facilitates tours of the area by hosting meeting planners
and media. These programs would represent a significant financial burden on the
City if undertaken alone.
• Marriott properties are voluntarily paying the 2% tax to participate in the BID and not
one customer has expressed a negative opinion about the additional tax.
• In 2008, Desert Springs received approximately 500 leads from the CVA resulting in
the booking of 60,000 room nights. The CVA leads accounted for 25% of the resort's
convention business. Of the 50,000 hits on the CVA's website in 2008, Desert
Springs received a 14% click through rate to its website. If the City withdraws,
Desert Springs would suffer from the loss of these leads, including leads from China,
Germany, Australia, and Canada, as well as conventions and other business.
• Major cities generally have a CVA that works to provide sales leads and business to
local hotels. It is the hope of Desert Springs staff that the City would not "cut off one
of the sales engines."
• Desert Springs management questioned why Palm Desert would want to exclude
itself from the CVA when it is the center of the valley. They stated that Palm Desert
is part of a whole, the Coachella Valley, and that cities in such close proximity
should work together.
Consideration of Withdrawal from CVA
Staff Report
November 12, 2009
Page 4 of 7
Mr. Schwartz requested that Palm Desert examine what it would cost to pull out of the
CVA and start a new venture that would provide the same results. He suggested that
the City should work more closely with the CVA to bring additional business to Palm
Desert instead of starting its own entity. Convention sales are aimed at securing
business up to four years in advance. If the City withdraws, it could take up to two years
to establish a comprehensive program and several more to start obtaining bookable
leads. The resulting gap in sales efforts would damage local hotels, especially Desert
Springs.
When staff met with Mr. Jeff Beckelman, CEO of the CVA, he echoed many of the
sentiments expressed by Mr. Schwartz, and cited the following as additional reasons
why Palm Desert should remain a CVA member:
• The CVA is currently working with Westjet, a Canadian low-cost airline, to bring
more direct flights to the Palm Springs area. Regions targeted include Vancouver
and Edmonton to increase visibility on the Canadian route.
• When added to Embassy Suites, Marriott properties including Desert Springs,
Residence Inn, and Courtyard, represent 85% of total rooms in Palm Desert. All of
these hotels are voluntarily paying the 2°/a tax to participate in the BID.
• Hotels, restaurants and other businesses are able to provide more direction on CVA
initiatives and programs under the structure of the new BID.
Staff has researched the potential impact of both withdrawing from the CVA and
remaining a part of the organization, and has summarized those points in the following
table:
Action Pros Cons
Withdraw Palm Desert can develop the program Withdrawal from CVA threatens local
from CVA of its choice, one that specifically caters hotels, that might not withstand the loss of
to Palm DeserYs branding and name leads and its negative impact on business
recognition as a separate entity from No CVA voting privilege in decisions
Palm Springs affecting the City
After December 2010, no dues City responsible for approximately $800,000
payment necessary; funds can be in dues through December 2010 for notice
reallocated for program development given prior to December 1, 2009 making
Palm Desert the CVA's largest dues payer.
Hotels are not required to pay the 2% Time to develop and implement a program
tax for participation in the BID — it would take two to three years before a
City program could benefit Palm Desert
hotels
Consideration of Withdrawal from CVA
Staff Report
November 12, 2009
Page 5 of 7
Action Pros Cons
Palm Desert CVA members would lose
leads provided in the interim years
Local hotels might not withstand
withdrawal and resulting loss of business
leads from CVA
City would require more staff to develop
and implement a comparable program
The City would not realize cost savings
offered by joining the BID
Increase in cost to conduct independent
marketing programs, bearing entire cost
instead of co-op ads
Remain in Voting privileges remain intact If Palm Desert joins the BID, the 2% tax
CVA would be mandatory for all Palm Desert
By joining the BID, dues would hotels with 50 rooms or more
decrease by about 70% to an annual
cost of approximately $250,000 —
making $600,000 available for the
City's General Fund. City would receive
the same services at reduced cost.
Desert Springs continues to book
groups and conventions, maintaining
their occupancy projections
Marketing benefit to Palm Desert hotels
and businesses from the CVA far
outweighs anything that the City could
produce at similar cost
Meeting planners continue to be
exposed to Palm Desert through tours
sponsored by the CVA
Convention and leisure overflow will
continue to fill Palm Desert hotels
Continue to experience cost savings by
participating in valley-wide CVA
cooperative marketing programs rather
than bearing that expense alone
Consideration of Withdrawal from CVA
Staff Report
November 12, 2009
Page 6 of 7
Action Pros Cons
Remain competitive with three biggest
challengers — San Diego, Scottsdale,
and Las Vegas
Guests continue to bear the minimal
cost of the BID's 2% tax. When
combined with the City's 9% TOT,
Palm Desert's total room taxes remain
the lowest in the Coachella Valle
Research has shown that most smaller cities partner with neighboring communities to
market their entire region as a tourist destination. Near San Diego, communities such as
Del Mar, La Jolla, Carlsbad, and Rancho Santa Fe have combined their sales and
marketing efforts in the San Diego North Convention and Visitors Authority. Other
examples of this type of partnership can be found in Santa Barbara, San Luis Obispo,
and Naples, Florida.
Newport Beach, with a population of approximately 86,000, is one of the few cities that
has chosen to form a CVA/CVB under sole contract to the City of Newport Beach, and
as such has an annual budget of $3.15 million, and a staff of 14 plus two contracts with
a full-service advertising agency and an international marketing representative. Newport
Beach has 9 major hotels and/or resorts, and 9 small inns, totaling 3,040 rooms.
Leaving the CVA to pursue a solo convention and visitors sales and marketing strategy
would pose significant challenges for both the City and its hotels. Palm Desert currently
has only one convention-sized hotel, Desert Springs JW Marriott Resort & Spa. The
City's shortage of convention-scale hotels would severely hamper efforts to market
Palm Desert as a standalone convention destination. The number of conventions
compatible with Palm Desert's hotel product would be extremely limited.
As a participating member of the CVA, the City and its hotels benefit from the
organization's promotion of Palm Desert as part of a region that carries the familiar and
highly marketable "Palm Springs" brand. Coupled with Palm Desert's reputation as the
shopping, educational, and cultural center of the Coachella Valley, the promotional
benefits to the City's hotels and business increase exponentially.
Through the CVA, this regional destination offers ample convention hotel space,
including Desert Springs JW Marriott, rivaling competing destinations such as
Scottsdale and San Diego. Palm Desert would not receive these benefits without the
CVA and would be forced to compete against an established convention and visitors
entity in its own backyard. This new rival would be equipped with a better-known brand,
a much larger staff, an expansive hotel product offering, and significantly greater
financial resources.
Consideration of Withdrawal from CVA
Staff Report
November 12, 2009
Page 7 of 7
While the CVA's focus is driving lodging and hotel occupancy, there are additional
benefits to the hotel occupancy promoted by the CVA's efforts. These include additional
golf, shopping and restaurant patronage. For example, during the past twelve months
over $586,000 of hotel related business has been booked at Desert Willow. This
includes direct wholesale golf sales to hotels for their guests; plus, events held at Desert
Willow that were booked by groups staying at local hotels. Further, Desert Willow staff
estimate that a matching amount of business may accrue to Desert Willow from hotel
guests who independently book rounds of golf. While the above cannot be directly
correlated with the efforts of the CVA, it does highlight the interdependent nature of
hotel occupancy and patronage at other businesses within the community that generate
sales tax and other revenues. Therefore, to the extent that the CVA fills hotel rooms,
investment in the CVA indirectly helps many other retail-related businesses throughout
the City.
Staff believes that the CVA benefits the entire area and provides a service that Palm
Desert cannot affordably replicate. Additionally, it is more beneficial for the City and its
hotels, restaurants and other businesses to remain a part of an organization that
promotes and generates business for the entire region. Therefore, staff respectfully
requests that the City Council determine that it is in the best interest of the City to
remain a participating member of the CVA.
Fiscal Analvsis
There is no immediate financial savings should the City choose to withdraw from the
CVA. The City is required to pay its membership dues of approximately $800,000 for the
2010 calendar year whether or not it will continue to be a member. The true cost of
withdrawal will be in the establishment and maintenance of the City's equivalent to the
CVA. If the City were to follow a model similar to Newport Beach, it could expect a
similar annual budget, which is approximately of$3.15 million.
Su mi te y CiTY COUNCILAC,�'f�ON
� APPROVED � � DENiF.D
RECEIVED OTHER
Jo . ohlmuth, City Manager
MEETI DATE
e ewed by: AYES: r' ' Q� %l�/
NOE5: �
. � ABSENT:
AIi5TAIN:
usti McCarthy AC ed velopment
VF,RtFIED BY: ��
' Original on File with City erk's Office
* By Minute Motien: 1) Remain a participating member
in the Palm Springs Desert Resort Ca�nnities Convention
and Visitors Authority (CVA) Joint Pawers Authority
Paul Gibson, Director of Finance and reconsider the BID in February 201Q, after
a Study Session discussion with the CVA and the
Hospitality Irqdustry and Business Council, Inc. (HIBC),
to be held in January 2010; 2) agpoint Councilman Ferguso�
as the City's representative to the CVA effective
immediately. 3-2 (Relly, Spiegel NO)
October 26, 2009
Mr. John Wohlmuth
City Manager
City of Palm Desert
73-510 Fred Waring Drive
Palm Desert, CA 92260
Dear Mr. Wohlmuth,
Per your request I have prepared the following summary regarding the benefits Desert Springs, A
JW Marriott Resort& Spa receives from being a member of the Desert Resorts Convention &
Visitors Authority. The Desert Resorts CVA has been a valuable partner for Desert Springs, a JW
Marriott Resort& Spa in both the Leisure and Group segments.
From a Leisure perspective, it is reported that the Desert Resorts CVA generates over 50,000
unique visitors to their main website per month and, on average, 12% of these guests have
clicked to visit Desert Springs'website in 2009. The Desert Resorts CVA continually
runs marketing campaigns to draw attention to our destination, both virtual and print. The Desert
Resorts CVA and Desert Springs have worked closely together on several regional marketing
promotions to stimulate occupancy in low demand periods. The most recent regional promotion
was"Palm Springs Half-OfP'which generated 36,727 visits to their signature site,
(www.pshalfoff.com), of which 17% clicked to book Desert Springs. The Desert Resorts CVA has
been, and will continue to be, a strong partner for Desert Springs in the International Leisure
Market. Throughout 2009, Desert Springs, through our partnership with the Desert Resorts CVA,
has hosted tour operators from China, Australia, Germany and Canada exposing the resort to a
broad new audience.
From a Group perspective, the Desert Resorts CVA has been a beneficial partner. By utilizing
our partnership, we have been able to expand our trade show calendar, touching more
perspective clients, while maintaining our historical trade show budget. The CVA recently
expanded its sales force to ten Sales Executives focusing on the major market segments, with
significant redeployment against the West Coast and Canada. The following represents the room
nights and revenue the Desert Resorts CVA assisted or generated for Desert Springs in each of
the consecutive years for all years:
1. 2006 33,688 room nights $4,467,140.00
2. 2007 20,184 room nights $3,232,378.00
3. 2008 67,587 room nights $3,002,128.00 (this does not include Bikram Yoga)
4. 2009 10,211 room nights $2,048,835.00
Desert Springs continuously receives leads from the Desert Resorts CVA for group business,
historically the resort has received:
1. 2006 557 leads 610,986 room nights
2. 2007 693 leads 630,022 room nights
3. 2008 695 leads 598,077 room nights
4. 2009 341 leads 251,867 room nights"year to date
The Desert Resorts CVA has provided Desert Springs with the opportunity to host several
meeting planner familiarization tours in 2009. These events allowed us to showcase our resort to
92 qualified meeting planners and, to date, have generated three contracts (2010/2011/2013)
producing 3,130 room nights for$742,744.00 in revenue.
City of Palm Desert, Summary Report on CVA
Page 2.
In summary, the Desert Resorts CVA has been, and will remain, a valuable marketing partner
for Desert Springs. While many destinations are reducing their marketing efforts due to
reductions in TOT tax from declining occupancies, the CVA has maintained their marketing and
sales efforts through the BID tax introduced in 2009. The combination of increased financial
resources and experienced sales and marketing professionals makes the Desert Resorts CVA a
valuable asset for Desert Springs.
If you have any questions, please do not hesitate to contact me.
Regards,
�enneth C. xinsey(�C•)
�irector of SaCes
_�;�
., �
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r
I�esert Springs
��GV�larriott�,esort c�Spa
74855 Country CCu6 Inrive
�1'a�m Inesert, �A 92260
ZVk. 760.341.171 S
�Fa.x 760341.1730
�ururw.deserts�ringsresort.com
_......- -....-- __.... - - ........- -- -- - -....... -- --_.... - - - -.._....._-- - _ - -- - -.....__ ,
� I�Ot�, S � S I.�P.Sent `�P,S(��tS
p'�J
� CONVENTION AND VISITORS AUTHORITY
MEMORANDUM
TO: John Wohlmuth, City Manager
City of Palm Desert, CA
FROM: Jeff Beckelman, President& CEO ,
DATE: October 26, 2009
' SUBJECT: Palm Desert/CVA Report '
John,
Attached are reports of the results achieved and CVA program participation by
, the City of Palm Desert and Palm Desert businesses. There are currently 127 businesses
and the City of Palm Desert that are CVA Members.
The Convention Sales report identifies room nights booked by all Palm Desert
hotels for the last three years. ��
The Leisure Sales report identified with an"X"the programs in which the City of
Palm Desert and/or Palm Desert businesses participated in 2009.
' I have also included our 2009 Sales & Marketing Summary and the 2008 Annual '
Report.
I will be out of the Valley early next week, but available to answer questions next
Friday.
Thank you.
Serving the Desert Resort Communities of Riverside County
Cathedral City • Desert Hot Springs • Indian Wells • Indio • La Quinta • Palm Desert • Palm Springs • Rancho Mirage
' -- _. . - _.._.... ___ _.._.. -- - - _ - _ -.... - -- _..... ---
70-100 Highway 111 • Rancho Mirage, CA 92270 • TF: 800-967-3767 • T: 760-770-9000 • F: 760-770-9001 • palmspringsusa.com
Washington, DC Sales Office • 515 King Street, Suite 315 • Alexandria, VA 22314 • T: 703-549-8026 • F: 703-519-7579
' - __ - ___- _ -..___. -- --.. -- - - - - -....... _ - - _ __- -.:
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Dear Hospitality Business Associates:
This Executive Summary contains a synopsis of the various convention sales and
marketing, travel industry sales, advertising, media relations and membership � �.
opportunities found in the Palm Springs Desert Resort Communities Convention and
� Visitors Authority's 2009 Marketing Plan.
J'
These marketing programs serve to unify the local hospitality community through ,
the CVA's efforts by providing increased leverage as we together promote our
destination's brand and your individual businesses. Now more than ever, we �
encourage CVA members to partner with us in direct sales programs that allow a
greater reach to customers and clients at a fraction of the cost it would take to
participate individually.
This document also lists the many 2009 CVA convention and tourism trade shows
and missions. Many permit member participation while others are scheduled for `
staff attendance only. Listed also are 2009 Membership activities that provide CVA
Members networking and educational opportunities.
Like the CVA Marketing Plan, this is a living document that changes with market
conditions. The CVA will communicate additional opportunities as they develop
throughout the year.
As always, the CVA's mission is to provide the hospitality community with a broad
scope of marketing initiatives that would not otherwise occur without a joint effort.
We hope you as CVA Members will use this schedule to maximize your own
marketing programs and will join with the CVA to explore new opportunities to
fulfill your own goals and objectives.
� .
We wish you a wonderful and productive 2009.
' JANUARY rt�KUAKY , nnHrc�h ANx�L
4-7 • PS International Film 24 • MPI-NCC 4-5 • ConferenceDirect 1-2 • HSMAI's AfFordak
Festival FAM �an Fr�r � �isco, ��;� ��a � ' �it��o, C,�ti Meetings Mid-Am
� � .��- ' ' �:�; `�'� 25-26 • Northern CA Road � 25 • MPI-SCC Annual Meeting ��I ic�_��-;o IL
0 11-14 • PCMA Show &Tradeshow 5-7 • NEMICO 2009
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� � 27-30 • RCMA 26 • Destinations Showcase 26-28 • California FAM 16 • Springtime in the P
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i` �c� 27-29 • CaISAE 4th An
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5-9 • PS International Film 2-3 • Black Diamond Planning 2-4 • Expo Vacaciones/CTTC TBD • LA Receptive Op
Festival FAM Meeting � "' Event
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F�a�" �i��"�,� �,_� �k'���� �-� 9 • CTTC- UK Trade & Mec�ia �� ' ���� ' '� '
7-12 • ABA Marketplace 19-21 • Bank Travel Conference Sales Day 16-20 • Coachella Musi
=I���a �. rte >��� i,rr. E; � �� �� ', ���'�;n�l Festival FAM
20-23 • TAP Regional Show 22-24 • TAP Regional Show 11-15 • ITB/CTTC 24-27 • Stagecoach Mi
,� F i,_,. ,. . ;�_ � ��� , ��_� E,�Ir�� �"%� r_�n,� Festival FAM
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� 0 22-26 • Bob Hope Chrysler 27-3/1 • L.A. Travel Agent 25-28 • AAA FAM
-a N Classic FAM FAM 30-4/2 • TIA Travelcom
� � � 23-26 • AMEX FAM �� TBD • Sales Calls � �;�I��,r;,, ����,
� i.s �'�A �
V � 26-29 • Go West Summit 30 4/2 • Sales Mission
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a � 27-28 • CTTC Commision
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28-30 • WestJet Call Center
Training
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_ _ ___: _ _ __ _ _ __ _ __---- —_
2009 California Visitors Guide 8 • Los Angeles Times Travel 8 • Los Angeles Times Travel 19 • Los Angeles Times
Section Section Section
2009 CA Visitors Guide Air Service Development Los Angeles Magazine:
Campaign , Getaway
o Southern CaliEornia Radio & �A-Palm Springs
� Television Barter Air Service Developmen
a� � Campaign Campaign
a�
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rn � . Campaign Television Barter
'� U Expedia Online Campaign Campaign
a� CTTC Banner Advertising Drive Market Billboard
,� Campaign
a Expedia Online Campai
CTTC Banner Advertisinc
� - . _ _ _
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15 • Meet & See 5 • Meet & See: Extreme Home 5 • Meet & See: Chakra 3 • Meet & See: Indian
a 22 • Membership Orientation Fitness 19 • Meet& See: The Art Place Art Festival
� s 18 • Meet& See: Montage 26 • Membership Orientation 23 • Membership Orier
� -°o � Healing Arts 23 • Spring Mixer
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W d � 18 • Membership Orientation
U � 26 • Annual Luncheon
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N 1-3 • CTTC NYC Press Event & 9-13 • CTTC UK Press Event & 21 • CTTC LA Press Eve
a o Media Calls Media Calls 27-30 • Pacific Northwc
� 'o , 24-26 •CTTC Inbound German Calls
� � Press FAM
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; 4-7 • Spring FAM • 10-11 • HSMAI's Affordable., . � 11-14 • MPI-WEC "�`- i 15-18 • ASAE Annual Meeting
�a PSDRCCVA � � Meetings West j Salt Lake Ciiy, UT i i & Exposition
i San�ose, CA TBD • Northeast Sales Nlission i Toronto, Canada
' 13 • lbth Annual Incentive !
Invifational FAM, � 22-24 • Pacific Northwest , II Boston/Pittsburgh TBD • Southeast Sales Mission
! PSDRCCVA I Road Show � I Atlanta, GA
� Pacific Northwest � �
, ; TaD 5 Dallas Sales Mission � TBD • D.C. Sales Mis�jon �
� i Washington, D.C. � � � � �
� ' TBD • Northern CA Road Show j
r � San Francisco/San Jose, CA ; - -
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tor � 16-20 • Pow Wow �I 1-4 • TAP Dance 2009 � � 13-17 • Sales Calls ; ! 28-9/1 • SYTA
' Miami, FL TBD f Norfhwest � � Norfolk, VA , i*'
' TBD • Sales Calls � 4-6 • NTA Spring Meet�� , i 4 ' I TBD • Sales Calls �
; Los Angeles, CA . Monterey, CA �� ` j Los Angeles, CA
� 29-31 • Travel,Agent FAM 12-14 • Receptive Tour j ', ` TBD • German FAM '
, � Operator FAM i � � �
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- Section Section Section Section
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i Air Service Developmen#� ;: 21 • Los Angeles Times Trave{ 26 • Los Angeles Times Trdvel 23 • Los Angeles Times Travel
i Campaign Section • � Section Section • .
Southern CaliFornia Radio&. Air Service Development � Air Service Development Air Service Development
Television Barter Campaign I Compaign Campaign
Compaign Southern California Radio &' Southern California Radio 8� Expedia Online Campaign
� � Drive Market Billboard � Television Barter � I Television Barter -°
� CTTC Banner Advertising
Campaign Campaign, Campaign
� Expedia Online Campaign , ' Expedia Online Campaign Expedia Online Campaign - � •-_. '} �
CTTC Banner Advertising CTTC Banner Advertising " � CTTC Banner Advertising , '
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CTTC Summer Trips -.{ , 1 '
� L.A. Confidential � i
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Ils 7 • Meet& See: TBD � 11 • Meet&See: TBCS '- , 23 • Membership Orientation 6 • Meet&See:TBD
� 21 • Membership Orientation` 25 • Meet&See:TBD � 23 • Summer Mixer 20 • Meet&See: TBD
�� � , 28 • Meet&See: BL Ranch &- 25 • Membership Orientation � ```' - 27 • Membership Orientatior�
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9-10 • HSMAI's Affordable i 7-10 • Insurance FAM �'� 8-11 • Pacific Northwest/B.C;`" 2-5 • Incentive FAM
Meetings National, 'i PSDRCCVA I FAM '� PSDRCCVA
'. ,;h�nglon, D.C. ' TBD • DC Sales Mission &Golf ! PSDRCCVA � ��'! 9 • CaISAE Seasonal �
14-16 • Southern E-aliFornia �'i Event- Desert Invitational �', 15-19 • F.I.C.P. I Spectacular
Road Show ' Washington, D.C. Toronto, Canada � Sacramento, CA �
;,;I,�m Cal�fornia TBD • Fall FAM , 27-29 • LG Skins Game FAM �5 • Holiday Showcase 2009
29-10/1 • IT&ME, The ', PSDRCCVA . j Indian Wells, CA II Chicago, IL
Motivation Show I
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CTTC-Fall Series � 15-18 • Canadian FAM ` ! Conference ! Banff, Alberfa, Canada �"
ora<a ! ,_ �
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' � �� Forum � Shanghai, China � �
TBD • Sales Calls � � �
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Section � Section Section Getaway
Air Service Development �! Expedia Online Campaign � Expedia Online Campaign LA-Palm Spri�lgs
Campaign I CTTC Banner Advertising CTTC BannerAdvertising 1 Expedia Online Campaign
Expedia Online Campaign � CTTC Banner Advertising
CTTC Banner Advertising � -
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MEETING THE CHALLENGE
Service • Val ve • Experience
DEAR CVA MEMBERS AND FRIENDS,
�
Zb describe 2008 as a turbulent year would indeed be an understatement. Given the state o our
nation's economy and its dire impact on consumer and business spending, tourism throughout not
only the United States but the world has experienced great setbacks over the last 12 months.
However, the CVA as an organization has continued to forge ahead and accomplish some rather
remarkable achievements in a year marked by adversiry.
Of note, CVA staff and our hotel partners surpassed their 2008 goal for convention room night sales
by reaching more than 108 percent. While the outlook for 2009 bookings remains as challenging as
ever, the success of 2008 gives staff great momentum as we move into the New Year.
[n December, the CVA hosted the desert's largest-ever international travel conference, when more
than 700 travel buyers and sellers from over �0 countries attended the United States Tour Operators
Associati�n's (USTOA) Annual Conference. The three-day event gave high-profile exposure to
participating CVA Members and attracted press coverage throughout the region. 'To date five tour
operator companies have added PSDR to their product lines, one of which represents a 1,�50 room
ni�ht per year program that has booked the desert for five years.
'I'he CVA also made history in 2008 by establishing the first-ever Palm Springs Desert Resort
Communities Tourism Business [mprovement District (BID). The BID, which hinds the CVA through
a new 2 percent assessment of gross hotel room sales, allows for a major reduction in the
��rganization's traditional funding method from '1"ransient Occupancy Ta�c ("I'OT). 'The result is a much-
needed increase in the CVAs budget, from about �66.2 million to an estimated $9.8 millicm, allowing
for a broader scope of future sales and marketing initiatives that will benefit the destination.
Such landmark achievements cleserve to be recognizeci on behalf of an organization that is not ��nly
meeting new challenges, but continues to reposition its leaciership role in the Valley's tourism
inciustry.
In this report, you will find figures and highlights from an accomplished year. Make no mistake,
however, that the CVA remains successful because of its Members, whc�se personal involvement
allows us to fulfill our mission of bringing new and returning business to a world-cenowned resort
destination.
VUe look forward to working with you in 200), and wish all CV�� Members continued success.
,
G. C�C� H��r]�Y i�-� ��.%�';�C'�J� �'='ri Q ��K��f���,Ql"I i
�h i ��,��n �f�al man N F ��� r�` P � FO
!��. E�i;ri�� �c �'� ml `;F' f�OS��t ��1 ��,ff', 'J(� �US �SS , � _ i ,
� r� COUnCII ���I"^ JpIN���jS �i�SE�f `� �r)f ���f�.r��r'iIF�S ��IL'
\ . . - a . . . � . . -
2008 HIGHLIGHTS
CONVE NTION SALES • 'Che CV.1 and Members attended TL1s:lnnual POW V4'OW in:lnaheim,C:�.
• Comention Sales Staff,together with liotef partners,confirmed meeting and ���otal y9 appointments were conducted anci 48 leads geiierated.
convention bookings resulting in 263,322 room nights for the Valley. • TIS staff attended 14 tradeshows,conducted 6't7 personal meetings,and
• Stuff distributed 880 sales leads,totaling 818,7>7 room nights for�otential generated 147 leads.
• TI5 staff hosted 13 F:4Y1s/site visits for l92 clients,from eight countries.
firture business.
• Con�ention Serviees Staff rovided services to more than l05 rou�s ' P��m Springs Producers,an accredited educational website created for
P g 1 travel agents in?007,generated 1,603 travcl agent enroilees,and 97R
representing 75,744 attendees.
- • In February,)une,and September,the CV.a held California RoucLshows in graduations,representing 48�5 States and eight cowitries.
Vorthern and Southern California.9pproximately 15-�0 meeting plamlers • The Desert communities hosted CaITLKs Conference on Tourism.The CV9
attended each event. hosted the Opening Reception Teoilrght/o iGhite:�'ight—d CelebrrNioit of
• In May,18 corporate and association meeting planners attended the CV�1 Desert G'hu.Ca(TL1 President Ross Hutchings said"the event�vas possibly
Spring FAM,��hich generated approsimately 3,500 tentative room nights. the best reception ever producect for C�dTU1."
� • ln October,?5 meeting planners attended the CV�1 Fall F.�t which generated • '►'he Desert communities hosted L'STO:Cs:�nnual Conference.ind
approrimutely 2,000 tentative room nights. 1�Iarketplace.The GVA hosted the reception:V�t�lnrght at fhe Oasis.Robert
• In October,the CVA sponsored a 1r�ashington DC Sales:Nission and 2nd W"hidey,President—[;ST0�1 said,";NfAnigl�t at tbe Oasis was the best
:�nmial client Golf[nvitutional for 20 meeting planners. industry e��ent I have been to in the 30 vears of this organiiation."
� • Concention Sales Staff and nine desert partners attended December's �`- �
CuISAE's Seasonal spectacular in Sacrumento,generating more than 1,300 �EMBERSH�P �
tentative room nights.Delegates enjoyed escellent foot traffic and lead • 183 Members joined the CVA in 2008,brin�ing total Niembership to i2Z �
� production thanks in part ro the presence of a li�e reindeer in the PSDR • The CVa obtained 344 renewal Memberships in 2008,up l7%from?007.
booth. � • The blembership Dept.obtained IO146 of overall budgeted revenue in 2008
from b�embership ancl udvertising.
MARKET�NG �' • 13 CVa Meet an¢See,Nini Misers were held,allowing Cv:1 Members to
� DR/VE:NIRKET PRINT promote their businesses to 479 CVA Members. ��
• The CV\ran print ad�•ertisements in the L.A.Times,San Diego Union � • 11 CV:1 Member Orientations were held at CV:a headquarters,���ith a total -� �
Tribune,Orange Counry Register,.arizona Republic,Sunset Magazine and attendance of 3>0 C��4�Ylembers.
Los:�ngeles Confidential,reaching a total of 2,163,000 readers. • The CVA hosted quarterly mi�ers and a�lnual events with 774 attendees.
• The CV�1 underwrote a nine week Barter Ad�ertising Program valued at
; � $250,000.Participating hotels traded.>%of unsold hotel rooms in return A�M�N�STRAT��N �-.
� � for radio and television advertising in the SoCal drive market. • Increased CV.a funding beginning in 20O9 by the creatiun of a Tourism
:�IR Sh.R6'ICE DEVELOYYIENT CtLtifPA1G1V Business Improvement District(BID).The BID secures a broader scope of
. • The CVA launched the 2008�ir Ser�•ice Development Campaign to increase f�rture sales and marketing initiatives and give the Desert's tourism industry
uir ser��ice to PSP and boost tourism during low seasons.The campaign more competitive positioning with similar Southwest destinations like Las �
targeted key Pacific vorthwest markets,promoting�11aska�tirlines via radio �'egas,Phoenix/Scottsdale,San Diego,and 1licson.
and online advertisin�and promotions.L`pon completion of this campaign, • [nitiated steps to increase contributions to the CV�1s reser��e fimd for
the microsites had received 7?,557'page�iews,36,052 first time visitors, improced tinancial stabiliry.
au�d 11,454 returning visitors • Launched�n upgraded computerized general ledger system to keep CV,1
(,�4L/FORNIA TRt3VEL v TOURIS,Yt CO�Y1�Y1/SS70N(CTTC)PROlYIOTlON,S accounting methocis current ti°ith technology.
• :�s a cooperati�e effort with participating city partners and CTTC,the • Fine-tuned the ne��ly etpanded CVA website with search engine optimizxtion,
�,
destination has reached 1,715,000 readers with the?009 California Visitor's pay-per-click adcertising,and micro-sites for bieeting Sales and Travel
Guide,'fravei&Leisure,�Iational Geographic Traveler,Food&Wine,the (ndusiry promotions. �ne�v Expedia booking engine was launched on the
Vancouver Sun,und an:American Express Direct Mail piece (,�!.1 homepage,allowing Members and visitors a one-stop web tool.
• For the first year,the CV9 ran banner ad��ertising on the CTTC website, • Began steps to improve the CVAs server hardware and software by keeping
��tivw.�isitculifornia.com.The advertisement received 880,000 impressions staff current with the latest email and networking capabilities.Sreps�vill
througho�rt the year with a J8%click thru rate. also be made to improve teehnology for the CVA�1rt Department with design
O.NL/NEdDVL'K"T/S/NG sofhvare and printer upgrades.
� • The Expedia Summer Campuign ran from March—June:008 and included � �
17 participating properties. At the conclusion of this campaign,the MEDIA RELATIONS
� � destination was up 17.44%in room nighCs and 11.96%in room re��enue on �
crpedia.com.In��pril—May,the destination had exposure on the homepage • N1eld in-bound press trips for editors and writers from major national
as 23 properties participated in the Homepage Spotlight Campaign. meeting ai�d travel industry oudets,includmg Successful bleetiny,s,
Meetings West,SmaM yeetings,:tssociation Ne�vs,and Travel:Age W'est, ��
TRAVE� �N�USTRY SA�ES Tra�el��Veekl,v,Vacation:�ent.andLuxuryTravcl:ldvisormagarines. �
• In:Ipril,represented die desert at the Tra�el Industry of:Lnerica's:lnnual �
• TIS staff and nine desert partners hosted the I lth:lnnual Los.ingeles pOW�C'OV4'in Las�'egas,Ve�ada.Fleld press appointments witl128 writers
Recepti��e Reception and!4tini Tradeshow for 5?inbound tour operators. from arounct the globe.
• The CV:1 attended the:lmwal 1�arriott[nternatiomal Sales 1lission, • :�tisisted 601 domestic and international press requests�vith press trips
conducting 40 sales meetings�aith top international tour operators. and/or storti de��elopment for a total�S'�,404,458 advertising equivalency. I
�
�Palm Springs Desert Resorf Comm�mities
CONVENTION AND VISITORS AUTHORITY �
The Ceserf Resort Ccmmunities of Riverside County: �
G"I HE�Pi-L U i( DFS� `,FRn:C�S� ii�vir 7`,w..._ f��i� �A..�.� _.. _,E�CvT r P , .,r Blt� -� ;�IC i . ..�ut-�:;E
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ECONOMIC RED FLAGS CALL FOR CREATIVE AND AGGRESSIVE TOURISM MARKETING
/�1'Buh_llrrri'u. lY'1.����h�r:�'_llUrkel/�tl��//r�,��iri��
\lith economic��aes highlighted e�er����here one looks these d:ns. it'�difficu(t tu ��he cit�of Indi�tn�lells.home tu futn•resort hotels. is projecting simil:u•results.
consider��hut tu espect in the��e.u•:ihead���ith a"gla;s half full" appniuch..1n "\1�e are anticipatii�;a'S"�,reduction in tourism bttsed re��enue in the current fiscal
exumination uf ke��performance indicator,along��ith di,cussiuns���ith hu;pitalin� ��e;u•.";u}�s Cin�lana�er Gn;�luhnson.".1nd���e e�pect it��ill prubabl�sta�the same
Ie.tdeis iu the rc;�ion fi�om�:u�iouti sectuis of the indu;u•� re�eals a�er��stressed for the fullo«im�fiscal��ear.,.,I'he pruj�cted drop isn't slu���ing do�cn Indian Uclls�
m:u•ketplace.in most respects.l�es.there.u•e sume�er��uod thin�;s huppenin!�out ��ell-respected nr.u•ketin;m�tchine. "�Ce:u�e uctu.dl} incn.tsing our 7'1�ad��ertising
there—frum cuntinuing enhaneements ut PtiP to the hundreds of millions of dullurs effurts and�eo-targeted p.n�per clich lnternet m:u�ketin��and doim�e�en more
� «�orth uf hoteL entertainment:tnd dining��enue reno�atiuns und ne��de�elupments co-up m.u�ketin� �cith otn� hotels. iucludim� the promotion uf puckuge uffu� �
recentl�cnmpleted or in the pipelint to th��ne�� Business Imprucement 1)isn�ict c��mbinin!,ruom ni;hts�uid gulf at Indian A1i�lls Gulf Resort.":tdds►uhnson.
(BID)th:it«ill s;reatl��bul,ter the C��-�'s m:u•keting budget.
� Othrr,. likc Brad Poncher. General �lana�er of Hiiton Hume���ood Suites iu La �
� � � �)uinta..ur plannim;for a flut��c.u•in salc;und Re�1'\R in?uU9 but not a bi,�drop.
� .���e�cere in ramp up mode�cith a ne�� hotel throu�huut?008 so ir�s hau•d to
�<' , ���,,, `'`�� e,timate��actic hu��«e'll conipare guim�fur��.�rd bec�ui����e're,till ruinping up." �
� ��,.''~� _� 3 a :".� , ' �� � �� ?. q .:tid Pon�her.��\1e�lid e�tremels���ell in�:inu�u•��(�0�19)and louk;�ond tur the rest
��-=.° � �`�.' � :3'� �,;;'�': . � uf lhe;e.�,un in I,vge p.u�t due tu the ma�ur e�rnt.,uch ts the La l)uinta �•ts
�� �� �� � � Festi�al.t'r.inh Sinatr.t;ulf tnurn.tment.Bob Hupe Chr��sler(I.is>ic.the B.AP P:u�ibus
• Upen tennis tournamrnt.thi Cuachella:u�d Sta��ecu:tch Festi�:ils.:uid n�:u�}�i�thers.
`'�;; �
In R�uichu�lira��e.the ci��';�(.u�ketinn�Lin.i!.;er Ruhert Barreit nute,tha�thruu�h
Vo�i uiber last����.u•the cit��s�fU'I'��;is 9°�„ahead of_'UU�and ui�cupanc}�held,nvnk.
,, .,�'� .1Ce're s�ill nut�r�here�ce���:uit to he hecause of Ih�!�enerul econumic cunditiuns,
B;u•rett suid. "Hu���e�er.���ith nee��pruduct u�ail<ibie like ih�:A��ua Cali��nte Resurt
tlutel�Spa and 1'he tihu�� (the ne«�:1�ua C.tlirnte Huiel cuncert��enue) :tnd:t
cuntinu�d marketim�cmph:isis un ���ell tur;eted se��ments���ithin the Suuthern
C:tlifurni:t th•i��e m.u�ktt���e e�pect tu cuntinue duing���ell...
� U tlie buutiyue hotel le��el,L;wra 51ip�,ik,u�vner uF�fhe�IOU Resurt.s;ns�h:t[?00�)
n�ill likel�not be us;oud of a y�eur us last�rar.��hich��as e�cellent tur her.'Becuuse
� _ ,. of uw•publicity�in numeruus�,�ublic.ttiun>and��rbsite,and rrcent�nr:u•�Is fi•om
a,'.-++,;�<��� �N ` Trip.1d��i,or.�ce ha��e!�cnerded.t lut of buokings.'sa��s 5lipak.
��
"'~�:.�, _.. Fur the!�ruup bu;iness. the added pres;ure uf recent media,crutim�uf mujur
corpor,uiuu meetiugs make,thim�s e��en more ch;dienging.���I'he perceptiun ia th.tt
7'he consensus umong industr�� leuders is th.it!.;roup businrs, �rill be se��erel�� re;urt based meetin,�s are ezn:nugant." s.ns)tie Ue�re, Uirector uf tiales and
impacted for:tt least the remainder of?009.and the independent Ieisure tr.i�eler �����'hetirn�at Il�att Grand Champions Resurt in Indi:u��C'ells.'�Our fi�cuti is keeping
�e��ment is likel�tu fall uff substuntiall��tuo. thou�;h results might be helped b� ��� tuuch��ith people���ho ha�e meetin��,lined up in the tuture tu muke sure���e
. prutect��h;u�r�e;tlreud��h:i�e,
rrdirected. a�!�ressi��e el�forts tu atn:�ct e��en more Suuthern Californians to the �
desert. �1t's>ur�i��al nf the iittest ri�ht no���in the��ruup busincss."s.n�s D.id:i."\Ce need tu
fhruu!�huut inost nf?002i.ihe Cuachella���ille��'s totu�hm industr��.�is measured b�� �lelicer top le��el;er��icr:ind ezceed e�ptetanun,and���e ha�e tu be prcpared to du
de�ert resurts huleJ metrics, farrd tiurprisin��l�����ell!�i��en the difticult economic "�hate��er���e cin�it the I:ut minute tu,ccure custumers.�����ho:u�e uften huukin�,:�t
clim:tte. Occupanc��. acera��e dail� rute faDR) and re�enue per :n�uilablr ruom the last minute.
f Ile�P\R)�cere;tll in line�cith Ihe de,ert'�competi[ice set uf cities.drstinatiuns>uch
,tti Phutnn L ts 1t�as. Lo, 1n�eles. Vii.uni.,tnd tian Ui<<<� Here in Ihe�:tlle�. the
�IIU�u�uip inc�� r.tte (thruu�h�oremher) ��,tti du���n ju,[6.6'�,uccr the precinus ��� �'� �
�car.«hil< <tccr.t};e ilxil�r.ite.in�l Kr�I?\R fcll u,����.:uitl h 9 ietip<<ti�elt. ite�� ' �'I�
\u�� lhe bad ne���s: A�utenihrr uf?UII;�sa�c a 16����.declinr in uccup:tnc�prrcenta��e
rump.urd lu Au�ember of?011,an�l.AUR fur the month��:is du���n.�.;°„fi•om 3U0-
Ir�cls.��hil�Re�P111 fell IS S°,,.�fhe,e;uberin��fi�wrs su�,�e,t thu�ne:u•It�all uf las[
� ��car�s duline cume in thc fin:tl munth>of the�c;u�, pus[-meltdu��n. and paint a
discuncer(in;picturc fur 31)09. �,�';����
i I �;, 1 ,
lccurding tu�irtu�ill� ecer�une inter��ie��ed fur this.u•ticle,the ke�s to���inninr the
h:utic;iguinst the nc�.ui�e ccunomic furce;that.u•c slu���in;;both the Icisurc and
i �„ruup m:u•I:ets ure re-doublim�cust�,mer,er�ice��nd enhuncin�nuu�ketin�efforts
� �o hct�cr t�u��et thuse that r,tn aiid��ant tu bunk�ac:itions and meetin!�s.
� I�\cn>u.mam indutiu•�Ic.tdus arc pl:inning fur.t��c.u•:ihc:id in��hich pu•form�incc � r
�
i �
� is m,uched inore clo,el� ��ith the latter p�u•t of 300R th��n the �.u•lier pur�inn. .,� �.�.'
� lcrur�lin;�tu_AICib D;ida.fenei:il�l:ui:iger uf[he Ililtun Palm Springs.his hotel,a«
� �U°� dcrlinca n�unfh to munih in d�e fall bc�innin;;in ticp�cmbcr.Uada nu�c;.��\II Ccrtuinl�.the re�ions in thc simc compctiti��e sei.�s thc Co.tchella 1allc�.u�e!�oin!;
� ru,iun�crs—c�cn uur In�al repc:it�ucsis—:u�e asl<in��ior bi,;di>coun�s:uid b,u�!�ain tu bc duin!,��hatc��cr thc� r,in tu bolster��itiih�tiun in ihc cumim�}c:u•and hc��ond.
� � �I�•als su��c;u•c pruje��tim„t?0"„decre:ise fur the fir,t ti munths ol_'U0�)and c�pect Hut the� heiter he re;�d� for a b:itlle��ith the desert��here the indusn�� is>I:uidin� I
tu be du«n�"��din�ln,�c.ich ofthe LuC+munih�of lhe��ear.�� iip ro thr chullen;e;ind«�url�ln!�h:u•d tu t;�ke m;u•F.�t nh,u•e cueh;ind r��er�d:i�. � �
i 1 �
i
I
GOALS & ATTAI NME NTS
2008 Annual: Goal Attainment Attainment
CONVENTION SALES
Room Nights 242,750 263,322 108%
Tentative Room Nights 850,000 818,757 96%
I Leads 993 880 89%
I
CONVENTION SERVICES
Registration provided to more than 205 groups.
Attendees: 75,744
TOURISM SALES & MARKETING
Leads
Total Leads 150 147 98%
FAM Tours* 12 1 1 92%
`RcpiesenGs 1�18 cl�ent particpan�_<.from I 0 cou��tries
Sales Promotions/Advertising
Industry Buy-in Co-op $471 ,225 $441 ,660 94%
MEMBERSHIP
Membership Income
Renewal $334,000 $370,437 110%
New $ 140,000 $ 1 15,013 82%
Total Membership Income $474,000 $485,450 103%
Total Membership: 522t
��� : � � � ,.�:�,s
�F��.���,� � �
MEDIA RELATIONS
Print �alue $5, 100,000 $4,404,458 86%
Media Assists 550 601 109%
Circulation 60,000,000 73,363,026 122/0
�
FINANCIAL HIGHLIGHTS
_ __ _ _ _
_ _ _
REVENUE
2008 Actual Revenue % of Total 2008 Budget Revenue % of Total
Public Sources $4,546,094 74.67% Public Sources $4,666,640 74.98Go
Private Sources Private Sources
Membership Dues $485,450 7.97% Membership Dues $502,400 8.07�0
Advertising $741 ,038 12. 17% Advertising $750 510 12.06%
Other Revenue $ l 02,524 1 .68% Other Revenue $9l ,759 1 .47%
Board Approved Reserves $212,851 3.51 % Board Approved Reserves $212,851 3.42°�
Total Revenue $6,087,957 100.00% Total Revenue $6,224,160 100.00%
EXPENSES
2008 Actual Expense % of Total 2008 Budget Expense % of Total
Administration $ 1 ,570,371 25.84% Administration $1 ,813, 126 29. 13%
Membership $433,012 7. 12�o Membership $412,405 6.63%
Market Development $1 , 127,703 18.55% Market Development $1 , 170,705 18.81 °�
Travel Industry Sales $904,569 14.88% Travel Industry Sales $868,014 1 3.95°0
Convention Services $ 144,430 2.38% Convention Services $ 150,667 2.42°0
Convention Sales $1 ,898,01 1 31 .23% Convention Sales $ 1 ,809,243 29.07°io
Total Expenses $6,078,096 100.00% Total Expenses $6,224,160 100.00%
fiP?in 7 e OI'a L 1 7JCYi�r"�d��7Jf2ti, ti� ,,.�ibe":O!r F�ri. � � :UC�! � �5h�l.�,y!
VALLEYWIDE PERFORMANCE *
2008 2007 % Change
Occupancy Percent 57. 1 % 61 .3% - 6.8%
Average Room Rate $ 129.8 3 $13 l . 10 - 1 .0%
RevPAR $74. 19 $80.42 - 7.7
`Source:Smi�h Travel Reseaich
Table B-5 describes the largest employers in the City.
Table B-5
CITY OF PALM DESERTt
LARGEST EMPLOYERS
(As of August 2009)
Estimated
Companv Product/Service Number of
Emplo.�es
JW Marriott Desert Springs Resort Hospitality 2,000
Heckmann Corp. Non-Bank Holding Company 1,811
Guthy Renker Corp. Call Centers 825
Securitas Security Svc USA Inc. Security Services 700
College of the Desert Education 711
Desert Valley Industries Screen Printing 400
WalMart Super Center Department Store 350
William Bower Associates Security and Patrol Services 350
Macy's West Department Stores 300
Bighorn Golf Club Golf Resort 250
Costo Wholesale Clubs 250
KDI Elements Tile Contractors 250
Breanne At J. Russell Beauty Salons and Services 200
Indian Ridge Country Club Private Golf Course Community 200
Marriott Shadow Ridge Hospitality—Vacation Rentals 200
Palm Valley Country Club Golf Course Community 200
Riverside County Sheriff's Department Sheriff's Department 200
WasteManagement Inc. Solid Waste Disposal and Recycling 200
�' Federal and State Government not included.
Source: I InfoUSA.com,a service of infOGROUP.
� �
III. EXECUTIVE SUMMARY
o Scottsdale's bed tax revenues o Annual occupancy for the
totaled $9,278,713 in 2008, down Scottsdale/Paradise Valley market
4.8 percent from 2007. area in 2008 was 61.0 percent,
down from 66.6 percent in 2007.
o The market area has absorbed o The percentage of room revenue to
nearly 3,500 rooms since 1999, total hotel revenues in 2008 was 62
reflecting the overall health of the percent.
local tourism industry.
o The average room rate in 2008 was
o In the past 10 years, the bed tax has $172.26, an increase from the 2007
generated over $79 million in average of$170.59 per room.
revenue for the City of Scottsdale.
o Hotel/motel sales tax revenues for
Scottsdale in 2008 fell 6.1 percent
from last year, totaling $8,698,169 in
collections.
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1 ' Best 1Nestern Papagolnn 7017 E. McDowell'Rd. BestWestem.com 58
2 The Boulders 34631 N. Tom Darlington Wyndham.com 160
3 Chaparral'Suites 5001 N. Scottsdale Rd. Chaparralsuites.com 311
4 i Comfort Inn 7350 E. Gold Dust Ave. Choicehotels.com 123
5 ' Comfort Suites 3275 N. Drinkwater Blud. Choicehotels.com 60
�. .�...,,,, .., _ . .. �., _
6 Country Inn& Suites 10801 N. 89th PL Choicehotels.com 162
7 ; Courtyard by Marriott (Mayo) 13444 E. Shea Blvd. Marriott.com 124
8 ' Courtyard by Marriott (Old Town) 3311 N. Scottsdale Rd. Marriott.com 180
9 ; Days Inn 4710 N. Scottsdale Rd. Daysinn.com 167
10 ` Extended Stay America 15501 N. Scottsdale Rd. Extendedstay com 120
;__ ,,..., m ...� ,,.� ....... . .. ... _. ..._, �..,...,� ,.,... . ... .
11 ; Extended Stay Deluxe � 10660 N. 69th St. Sierrasuites.com 106
12 Fairmont Resort 7575 E. Princess Dr. Fairmont.com 649
13 ; FireSky Resort& Spa 4925 N. Scottsdale Rd. Caleoresort.com 204
14 `' Four Seasons Resort 10600 E. Crescent Moon Fourseasons.com/scottsdale 210
15 Gainey Suites , 7300wE Gamey Suites Dr Gaineysuiteshotel.com 162
.... ... _ ......... .........
16 Hampton Inn Scottsdale 10101 N. Scottsdale Rd. Hamptoninn.com 130
17 ;: Hilton Garden Inn(Old Town) 7324 E. Indian School Rd. Hiiton.com 199
18 ; Hilton Garden Inn (Perimeter Ctr.) 8550 E. Princess Dr Hilton.com 122
19 ', Holiday lnn Express 3131 N. Scottsdale Rd. Holidayinnarizona.com 170
20 Homestead Scottsdale 3560 N. Marshall Way stayhsd.com 121
m,..n��m .�... , ._.,._�,. . __r �,._ �,r.. �.,,. .....,,
21 ' Homewood Suites by.Hilton 9880 N. Scottsdale Rd. Homewood-su�tes.com 114
22 ; Hospitality Suites 409 N. Scottsdale Rd. Hospitalitysuites.com 210
23 ; Hotel lndigo Scottsdale 4415 N. Civic Center Plaza Hamptoninn.com 126
24 Hotel Scottsdale 5101 N. Scottsdale Rd. thehotelscottsdale.com 218
25 Hotel Valley Ho 6902 E. 1st St. Hotel�ralleyho.com 193
26 Hyatt Place (Old Town) 7300 E. 3rd A�. hyatt.com 127
27 �; Hyatt Regency Scottsdale 7500 E. Doubletree Ranch scottsdale.hyatt.com 490
28 " The Inn at Pima 7330 N. Pima Rd. zmchotels.com/az/pima.html 123
29 La Quinta 8888 E. Shea Blvd. Iq.com 140
30 ; Marriott at McDowell Mountain 16770 N. Perimeter Dr. scottsdalemarriott.com 270
,._�.m�.-.��.._m�.,..._.�� „ �n,n�� —�� .�.. n...,._F.��m� __
31 S Marriott TownePlace 10740 N. 90th St. Marriott.com 131
32 ; Millennium (McCormick Ranch) 7401 N. Scottsdale Rd. Millenniumhotels.com 160
33 ' Mondrian Scottsdale 7353 E. Indian School Rd. Mondrianscottsdale.com 189
34 : Motel 6 6848 E. Camelback Rd. Motel6.com 122
35 i' Ramada Limited 6935 E. 5th Ave. Ramadascoftsdale.com 92
._. _ ._
36 Residence Inn Scottsdale North 17011 N. Scottsdale Rd. Marriott.com 120
37 � Residence Inn Scottsdale/PV 6040 N. Scottsdale Rd. Marriott.com 122
38 i' Scottsdale Hilton Resort &Villa 6333 N. Scottsdale Rd. Hilton.com 235
39 � Scottsdale Marriott Suites' 7325 E. 3rd Ave. marriottsuitesscottsdale.com 243
40 i Scottsdale Park Suites 1251 N. Miller Rd. scottsdaleparksuites.com 95
;.. _..._ _. _ _
41 c Scottsdale Resort& Conference Ctr. 7700 E. McCormick Pkwy. thescottsdaleresort.com 326
42 i Scottsdale Resort &Athletic Club 8235 E. Indian Bend Rd. scottsdaleresortandathleticclub.com 85
43 ; Scottsdale Thunderbird Suites 751b E. Butherus Dr. thunderbirdsuiteshotel.com 120
44 : Scottsdale Links Resort 16858 N. Perimeter Dr. scottsdalelinks.com 228
45 ;; Scottsdale Villa Mirage 7887 E. Princess Blvd. Villa-mirage.com 224
• +. . - • 11' �• � � � - �• � • � . 1
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. . . . . . � . . -
46 Sheraton's Desert Oasis 17700 N Hayden Rtl. starwoodhotels.com[sheraton 300
47 ' Summefield Suites 4245 N. Drinkwater Dr. Wyndham.com 164
48 ' Three Palms Resort 0asis 7707 E. McDowell Rd. scottsdale-resort-hotels.com 115
49 I W Hotel 7277 E. Camelback Rd. starwoodhotels.com/whotels 224
50 ; Wingate Inn&;Suites 14255 N. 87th St Scottsdalewingate.com 117
51 Xona Resort Suites 7677 E. Princess Blvrl. Resortsuites.com 483
Total Scottsdale Properties 9,444
52 ': Doubletree Paradise Valley Resort 5401 N. Scottstlale Rd. Doubletree.com 378
53 Hermosa Inn"' 5532 N. Palo Cristi Dr. Hermosainn.com 35
54 : InterContinental Montelucia 4949 E. Lincoln Dr. icmontelucia.com 293
55 Marriott JW Camelback Inn 5402 E. Lincoln Dr. Marriott.com 453
56 '; Sanctuary Resort on Camelback 5700 E McDonald Dr. Sanctuaryaz com 105
_. . -.._._ _ _ . .._; ..... _ � ___.
57 Scottsdale Cottonwoods Resort 6160 N. Scottsdale Rd. scottsdalecottonwoods.com 171
58 : Scottsdale Plaza Resort `' 7200 N. Scottsdale Rd. Scottsdaleplaza.com 404
59 ' Smoke Tree Resort 7101 E. Lincoln Dr. Smoketreeresort.com 26
Total Paradise Valley Properties 1,865
60 f aloft Tempe 951 E. Playa del Norte Dr. starwoodhotels.com/aloft 136
61 ' Best Westem 1nn of Tempe 630 N. Scottsdale Rd. bestwesternarizona.com 103
62 ' Carefree Resort&Villas 37220 N. Mule Train Rd. Carefree-resort.com 369
63 Comfort Inn (Fountain Hills) 17105 E. Shea Blvd. Choicehotels.com 48
64 i CopperWynd (Fountain Hills) 13225 Eagle Mountain Dr. Copperwynd.com 42
65 ; Country Inn & Suites (Tempe) 808 N. Scottsdale Rd. countryinns.com 83
66 Courtyard by Marriott (North) 17010 N. Scottsdale Rd. Marriott.com 153
67 ; Desert Ridge Marriott (Phoenix) 5350 E. Marriott Dr. Desertridgeresort.com 950
68 : Faifield Inn (North) 13440 N. Scottsdale Rd. Marriott.com 132
69 ; Hampton Inn/Suites (North) 16620 N. Scottsdale Rd. Hamptoninn.com 123
.,. .� __. ..._.._.�. . . ._�. _ �._. . .
70 , Hampton Inn/Suites (Tempe) 1429 N. Scottsdale Rd. Hamptoninn.com 162
71 ; Holiday Inn (Fountain Hills) 12800 N. Saguaro-6lvd. Holidayinn.com/fountainhills 104
72 Inn at Eagle Mountain 9800 Summer Hill Bl�d. innateaglemountain.com 42
73 ,: Motel 6(Tempe) 1612 N: Scottsdale Rd. Motel6.com 100
74 Orange Tree Golf Resort (Phoenix) 10601 N. 56th St. Orangetreegolfresort.com 160
75 The Phoenician (Phoenix) 6000 E. Camelback Rd. thephoenician.com 643
76 Quality Suites 1635 N. Scottsdale Rd. qualityinn.com 140
77 ; Radisson (Fort McDowell) 10438 N. Ft.McDowelF Rd. radisson.com/ftmcdowellaz 246
78 ' Royal Palms Inn (Phoenix) 5200 E. Camelback Rd. royalpalmshotel.com 119
79 Scottsdale Camelback Resort (Phx) 6302 E. Camelback Rd. Scottsdalecamelback.com 111
I _m _ __ _ . - _ _ --
80 Sleep Inn (Phoenix) 16630 N. Scottsdale Rd. Choicehotels.com 107
81 ' Springhill Suites (Phoenix) 17020 N. Scottstlale Rd. Marriott:com 123
82 Westin Kierland Resort (Phoenix) 6902 E. Greenway Pkwy. Kierlandresort.com 732
Total Other Market Properties 4,928
Source:City of Scottsdale,Economic Utality Department
*These properties do not pay bed taxes or hotel sales taxes to the City of Scottsdale,¬ all are included in the Scottsdale market data.
**Currentlyunderrenovation. Completion expected Fa112009.
��9g
;, ��p - � 11• •� • • - �• • • • . •
cy�:' y.
VI. TRENDS IN ROOM INVENTORY
Room Supply
Table 4 reflects hotel room supply inventory for the study market area since 1999.
The market area room inventory expanded every year from 1999 to 2003. Market
area room inventory declined in 2004 and 2005 for the first time since 1996.
However, the market overall has grown by over 27 percent—nearly 3,500 rooms—
during the past ten years
Table 5 shows the room inventory of the City of Scottsdale by category.
.
. - .
. . � � ..-
1999 ' 8,313 2,174 2,268 12,755
2000 8,731 2,174 2,245 13,150
2001 8,732 2,172 2,344 13,248
2002 8,769 ; 2,174 4,149 15,092
2003 9,035 (' 2,172 4,277 15;484
2004 8,848 � 1,835 4,166 14,849
2005 8,932 � 1,598 4;141 14,671
2006 9,021 1,564 4,679 15,264
2007 9,167 1,572 4,606 15,345
2008 9,444 1,865 4,928 16,237
Source:Smith Travel Research(STR�;City of Scottsdale,Economic Vitality Department
Note:Only hotel properties with 25 or more rooms are included
. � -
' • • • � - � •
• • i. - / I:
Resort 3,939 42%
. ,,,
Full Service 2,080 22°/a
, . _ _....
Limited Service 3,425 36%
Total 9,444 100%
Sou rce:Smith Travel Research,Economic Vtality Department
*Only Scottsdale bed-tax paying properties counted.
"�.��, - . 11• . � � � - •. . . � .
.�s!�
���.
. . -
. - -
. . .. -
,;,..
. . - . . �- - .- ��:
s
Resort 61% 56% �I 65% ` �
_. _ _ j ,;<.
Full Service 19% 20% 18% "
... . . ..... . .. . . . ....�_..... .
Limited Service 21% 24% 17% \
Total 100% 100% 100%
Sou rce:City of Scottsdale,Financial Services Department,Tax Audit Division
�
Note:Percentages may not add up to I00%due to rounding
I��, Chart 2
� 2008 Hotel Revenue Streams
City of Scottsdale
i
Privilege Tax Paid
, , �<
i�
Bed Tax Paid
, , '
Total Revenues Paid
�
0% 20% 40% 60% 80% 100°/a
! ■Resort�Full Service�Limited Service
• .��d��l�� •
5�$� ���, - � 11' •� • � - �• • � � .
'�ii3i�9jNil��
a�afi9;3aesa,.
III. EXECUTIVE SUMMARY
o Scottsdale hosted an estimated o The top ten activities participated
8.1 million visitors in 2008, with in by Scottsdale visitors are (in
an economic impact of $3.6 order):shopping, day trips, art
billion. galleries & museums, Native
American arts & culture,
o The City of Scottsdale was Western culture & attractions,
visited by nearly 6.9 million day outdoor desert activities, special
visitors in 2008. events, nightlife, sporting events,
and spas.
o The typical overnight leisure
traveler to Scottsdale is 57 years o The total number of visitor-nights
old with a median household spent in Scottsdale hotels in 2008
income of $101,600. These was 6.5 million.
visitors come primarily from
the West, the Midwest, and the o The average room rate for market
Northeastern regions of the United area hotels in 2008 was $172.26,
States. and occupancy was 61.0 percent.
o Tourists to the Scottsdale area o Scottsdale received a fiscal return
have a tremendous impact on of about $1.20 from visitors for
revenue for the City. Privilege tax every $1 spent in operating costs
collections attributable to visitors in 2008/09. This is significantly
for FY08/09 totaled an estimated lower than in previous years,
$29.4 million. primarily due to the national
economic downturn.
�' ��'r��,��A;r�;..
��,
�ye
• aPo. 9A
��'s�9 ' � �' 11' • ' � � � � � .
�,,
III. EXECUTIVE SUMMARY
o Scottsdale hosted an estimated o The top ten activities participated
8.1 million visitors in 2008, with in by Scottsdale visitors are (in
an economic impact of $3.6 order):shopping, day trips, art
billion. galleries & museums, Native
American arts & culture,
o The City of Scottsdale was Western culture & attractions,
visited by nearly 6.9 million day outdoor desert activities, special
visitors in 2008. events, nightlife, sporting events,
and spas.
o The typical overnight leisure
traveler to Scottsdale is 57 years o The total number of visitor-nights
old with a median household spent in Scottsdale hotels in 2008
income of $101,600. These was 6.5 million.
visitors come primarily from
the West, the Midwest, and the o The average room rate for market
Northeastern regions of the United area hotels in 2008 was $172.26,
States. and occupancy was 61.0 percent.
o Tourists to the Scottsdale area o Scottsdale received a fiscal return
have a tremendous impact on of about $1.20 from visitors for
revenue for the City. Privilege tax every $1 spent in operating costs
collections attributable to visitors in 2008/09. This is significantly
for FY08/09 totaled an estimated lower than in previous years,
$29.4 million. primarily due to the national
economic downturn.
�
�
�,
�;
m�,.
• '4$'9�EIiS���6
���:�€���� • � �• 1 1' • - �• • � � .
w :��,,.
�;;�:.:.
Total Visitor Expenditures
Table 4 (p. 17) summarizes total visitor The total direct expenditures by visitors in
expenditures in Scottsdale in 2008. The the City of Scottsdale in 2008 amounted
daily expenditure rate per person from to over $1.4 billion. By applying a
Table 3 is multiplied by the percentage of multiplier of 1.5 in additional indirect
those expenditures that are actually expenditures, the total direct and indirect
made in the City of Scottsdale. The figure spending by visitors in Scottsdale in 2008
is then multiplied by the total number of was approximately $3.6 billion.
visitor nights, from Table 2, to determine
the total expenditures made by
Scottsdale visitors.
Did . ou know?
��The visi�pr.l�idustry provides '
an esfimated$29.4 rnillicrn :
(approximately 20 percerit)of
tatal privilege tax colle�tic�ns ! '
,�.
�;t!%i�
� �
� �:� � �;
� ����,
�
a'; y
, �'
i� , �V
� �:�. � dr� � � p'�i��
� i
kr�� �i��'li
�
i , x �
�^,..""r �y£�� I i i,..: pl i
� �`�.,M� . 1 t�?31� �' � �I,
• 6�'iS;l�:�.� •
�'��E'�s;°d;�'':i - • •- 1 1• • - �• • � • .
�v�—�,'1,�;j�'
. � -
� . • � - � • � � . � • •
• • i. - / / : / / •
Resident 89.9% $216,213,447 - -
Hotel Visitor 6.6% - $15,906,371 -
Day Visitor 3.5% - $8,426,877 -
Tota I 100% $216,213,447 $24,333,247 $240,546,694
Source: City of Scottsdale, Economic Vitality Department
�`Refer to Table 6
*�`FY 2008/09 General Fund adopted budget for direct public service City departments (i.e.,
police,fire, community service, and municipal services) totaled $240,546,694.
�°'�'°Resident Share plus Visitor Share
Cost/Benefit Analysis
Scottsdale visitors make a significant than the tax revenues received by the
contribution to the community's economy. market area from visitors (refer to Table
Even with the difficult economic 5). In fact, it is estimated that the
environment that strongly affected Scottsdale treasury received about $5
tourism worldwide, direct expenditures by million more than it expended in support
visitors to Scottsdale totaled an of visitors, resulting in a benefit/cost ratio
estimated $1.4 billion for 2008 (refer to of$29,386,984 to $24,333,247 or 1.2:1.
Table 4). Using a 1.5 multiplier, the total
economic contribution (direct and indirect The Scottsdale visitor is a cost-effective
expenditures) of visitors to the addition to the community because for
community is approximately $3.6 billion. every $1 the City spends in operating
costs to serve its annual visitor
Sales tax and bed tax payments by population, it receives $1.20 in return.
Scottsdale visitors in FY08/09 amounted Historically, this ratio has been
to about $29.4 million. These are actual significantly higher, but the 2008
dollars that go into the City treasury. recession impacted Scottsdale resorts
Visitor sales tax and bed tax represented and hotels especially hard. However,
approximately 20 percent of Scottsdale's despite the recession, tourism remains a
total sales, use, and bed taxes. key Scottsdale economic component with
a strong return on investment to the city.
In FY08/09, the City of Scottsdale spent
an estimated $24,333,247 million in
operation costs to support its visitors
(refer to Table �. The cost of supporting
market area visitors is substantially less
�F�
�I;:'a'a�Ea
S�::��; • � 1 1 • �• • • �
'='JR�`Y�'..;�.
Gibson, Paul
From: Jermain Presnell-Lowe[JPresnell-Lowe@palmspringsusa.com�
Sent: Friday, November 06, 2009 10:40 AM
To: Gibson, Paul
Subject: FW: CVA Information requested by Councilmember
Attachments: all member palm desert11 09.xis
,}{L�cut.L.
�f o��tT�u%he,l��:
�ri,ra�a.i�ea�,L'cuue
?lfce.%'�eeiuleat aad C.I�ie�.tu��0��
.%'afin Sp�e 17eeex�./?eanxl�'ammua�liea L'?lll
70-700��fuyi 7>1
./�a,rclfa✓lfi�ra�e, L'lZ 92270
,17�%recE�760-969->303
.fa�•7G0-969-1310
u�wu�¢ureurfaflfedeae�.ccrin
-----------------------------------------------------------------------------------------------------------------------------
The information in this message and any attachments may be proprietary andlor confidential,and protected from disclosure. If the reader of this message is not
the intended recipient,or an employee or agent responsibie for delivering this message to the intended recipient,you are hereby notified that any dissemination,
distribution or copying of this communication is strictiy prohibited. If you have received this communication in error,please notify the sender immediately by
replying to this message and deleting it from your computer.
-----Original Message-----
From: pgibson@cityofpalmdesert.org [mailto:pgibson@cityofpalmdesert.org]
Sent: Friday, November 06, 2009 8:55 AM
To: Jermain Presnell-Lowe
Subject: CVA Information requested by Councilmember
lermain:
Mayor Pro-Temp Cindy Finerty requested the following information:
1. List of hotels currently participating and hotels that have indicated that they will participate.
T1�.i.�l.i�t"i�fv'avvv�c�.i,wi�De.�e.►'t. �e�i,w l�ai,c�arPi co-vLt�-i,lrci.t'�va�u.ntcu�i,Ly.
Embassy Suites Hotel= f 198
74-700 Hwy I11' :
Palm Desert,CA 92260` -
Marriott Desert Springa � 895
74855 Eountry Club Drive
Palm Desert,CA 9226Q; ' ,
Residence Inn by Marriott 130
3&308 Cook Street '�
Palm Resert,CA 92Z11
Shadow Mountain Resort 125
i
75-750 San Luis Rey
Palm Desert,CA 92260
Best Western-Palm Desert Resort 152
74-695 Hwy 111
Palm Desert,CA 92260
Total 1500
1Von-Convention Pro�erties
Agency Name #of
Rooms
Courtyard by Ma�riott :>. . •- _ : . .'151
i
7¢89S Frank Sinatra ITriv� `. :�
, .
- ,
Palm Desert,EA 9221�-"`' , �
Fairfield Inn 113
72-322 Hwy 111
Palm Desert,CA 92260
Hampton Inn&Suites gg
74-900 Gerald Ford Drive
Palm Desert,CA 92211
Holiday Inn Express 129
74-675 Hwy 111
Palm Desert 92260
Homewood
Suites 12g
36999 Cook St
Palm Desert,CA 92211
International Lodge 52
74-380 El Camino
Palm Desert,CA 92260
Which ones do not want to participate and is there a means that the City could cover that cost. l�O�i vLdt
i,w UaicL ar�►�.at co�vi,tYax,c�i,vu�vo�lu�vt,tari,l�y. C�,urrent�y thP,r�i�vw-ntiea,w�1�'
th�Ci.ty to-cantv�alu.t�thP,i,r po�rt'w-vv o f th�BID.
2. How much is the current group paying into the 2% BID? WPiGWei fOYeCl.�.�'wt,c�$T60,000. �TY th.Pi
,ye.�W Of 2009. How much extra would the additional hotels pay in if they participated?
rh+��-i�aw u�v�w w h,��at thi.�t'�.me�, hawe�ver i,t co�.+.ld�l�b-etweP,w
z
$300,000. av�$410,000. c�epe���c�wvcc�an,� ancL�lD►2 1�3�'h�».ra
a.r��p ro�ri,e,tary, the.re fo-r'��to-fvreca�t a,c,cu�'ateLy.
3. How much reserves do you have within the CVA and BID? I understand that the BID is only one year old, so that
you may not have any extra reserves due to that program. 01.t.y' CU.�'YP.YI�"v'P�P.�''VPi YP.G�U.i.�''P,G�i�
�v���lo� ofror�z-w�t��4To,000. o� �►-�z-p�,�o-w
t►�a.c�to-pu.t- Lw e�c,ce�o f$Soo,000. ad,d,i,t'�o-vtia.L�,w r�ewe.�lrri�u�(�,n,�o�.r
r�erve.� ta- a}�p ra�u:vh.a�eLy $1,3 00,000. by yea.�' P,v�.di.
4. Comparison between our current method of payment to you versus if we switch to the BID methodology?
c r,urr�►�x�y yo�w cwPi Iri;u�,�eted�to-pay t�i cv�l $s 2 2,z 2 2. Lw fot�r q u.art-e,rl y
pa�yvrtie,nt�o f 205,5 55.50; thi�i�o f ca�+�r'�d�e�^���A�c�u.c�'G°�leC'�''-°'�'
a,v�c�tru.�u�; u� ar d.aw w.
I f yo-w pa�'�ate�i,w th� BI� alL�ID v�u�vLi,�.�woy,�cQvn�fro�m�th�hatel�
a�.cL th�Ci,ty pcy'w�.ev�t wo�t,tilaL lr�a�v�.iy o�v�qu.a�v'tef- a f tI�a.v�,h.u.a,L a.��,ot,i.h.t
ar $2 0 5,5 5 5.5 0 ( o f co�r.u�'�i b�a�e,cL owv w r �owv av►,d'A�v�u.+.aL tv'►,�.e'u�
of� )
5. It appears that under the CVA Joint Powers agreement that no matter which program you belong to CVA or BID
the methodology to leave the program would be the same 13 month notice. Is this correct? YP�r
6. Who are the non-hotel business participants from Palm Desert in the CVA?
We will need this by the beginning of next week. Please email that you received this.
Sincerely,
J au� S. C�oart
Finance Director/City Treasurer
City oF Palm Desert
73-510 Fred Waring Drive
Palm Desert, C�192260
(760) 3�6-06ll, Ext. 320
New e-mail address: pgibson@eityofpalmdesert.org
-----------------------------------------------------------------------------------------------------------------------------
The infortnation in this message and any attachments may be proprietary and/or confidential,and protected from disclosure. If the reader of this message is not
the intended recipient,or an employee or agent responsible for delivering this message to the intended recipient,you are hereby notified that any dissemination,
distribution or copying of this communication is stridly prohibited. If you have received this communication in ercor,please notify the sender immediately by
replying to this message and deleGng it from your computer.
3
Account Address 1 �
The Penta Building Group 44-250 Monterey Avenue
The Art Place 41-801 Corporate Way
DESERT ADVENTURES TCP#007028S/Activities& Events on 74-794 Lennon Place Suite A
The Living Desert 47-900 Portola Avenue
COD Alumni Street Fair 43-500 Monterey Avenue
Big Wheel Tours/TCP#21325 PO Box 4185
Santa Rosa & San Jacinto Mountains National Monument 51-500 Highway 74
Adventure Hummer Tours/TCP#21791 42-335 Washington Street Suite F121
Five Star Adventures, Inc. /TCP#21937 42-335 Washington Street Suite F 369
LakeView/Desert Springs, A JW Marriott Resort&Spa 74-855 Country Club Drive
Mikado/Desert Springs, A JW Marriott Resort& Spa 74-855 Country Club Drive
Ristorante Tuscany/Desert Springs, A JW Marriott Resort&Sp�74-855 Country Club Drive
Castelli's Ristorante 73-098 Highway 111
Ruth's Chris Steak House 74-740 Highway 111
California Pizza Kitchen/Palm Desert 73-080 EI Paseo Suite 8
Morton's The Steakhouse 74-880 Country Club Drive
Tommy Bahama's Tropical Caf�and Emporium/The Gardens o 73-595 EI Paseo Suite 2200
Sullivan's Steakhouse 73-505 EI Paseo Suite 2600
Pacifica Seafood Restaurant at The Gardens on EI Paseo 73-505 EI Paseo Suite F 2608
Chop House/Palm Desert 74-040 Highway 111
Oasis Bar&Grille/Desert Springs, A JW Marriott Resort&Spa 74-855 Country Club Drive
The Lobby Bar/Desert Springs, A JW Marriott Resort& Spa 74-855 Country Club Drive
Castelli's Ristorante 73-098 Highway 111
Costas/Desert Springs, A JW Marriott Resort&Spa 74-855 Country Club Drive
Tommy Bahama's Tropical Caf� and Emporium/The Gardens o 73-595 EI Paseo Suite 2200
Desert Map 8 Aerial Photo 73-612 Highway 111
Desert Springs, A JW Marriott Resort& Spa 74-855 Country Club Drive
Desert Falls Country Club 1111 Desert Falls Parkway
Desert Willow Golf Resort 38-995 Desert Willow Drive
Big Wheel Tours/TCP#21325 PO Box 4185
Marriott's Shadow Ridge Resort 9003 Shadow Ridge Road
Classic Club • 75-200 Classic Club Boulevard
Five Star Adventures, Inc. /TCP#21937 42-335 Washington Street Suite F 369
Funseekers 73-865 Highway 111
Desert Map &Aerial Photo 73-612 Highway 111
DESERT ADVENTURES TCP#007028S/Activities& Events on 74-794 Lennon Place Suite A
The Living Desert 47-900 Portola Avenue
Wes�eld Palm Desert 72-840 Highway 111
Castelli's Ristorante 73-098 Highway 111
California Pizza Kitchen/Palm Desert 73-080 EI Paseo Suite 8
Sun Dunes Villas 40-215 Harris Lane
Desert Falls Country Club 1111 Desert Falls Parkway
TMM-The Meeting Manager 77-570 Springfield Lane Suite D
Leeds& Son Fine Jewelers 73-670 EI Paseo
Desert Wllow Golf Resort 38-995 Desert Willow Drive
Hotel Timeshare Resales 74-924 Country Club Drive Suite 120
The Gardens on EI Paseo 73-545 EI Paseo Suite 2500
Tommy Bahama's Tropical Caf� and Emporium/The Gardens o 73-595 EI Paseo Suite 2200
Pacifica Seafood Restaurant at The Gardens on EI Paseo 73-505 EI Paseo Suite F 2608
TRAVELHOST Magazine PO Box 4568
Marriott's Shadow Ridge Resort 9003 Shadow Ridge Road
Desert Entertainer 41-995 Boardwalk Suite L2
Rochelle Marie's Events by Design PO Box 11941
EI Paseo Shopping Avenue 74-333 Highway 111 Suite 106
First California Bank 78-000 Fred Waring Drive Suite 100
Kaiser Restaurant Group 74-361 Highway 111 Suite 5
Classic Club 75-200 Classic Club Boulevard
Five Star Adventures, Inc. /TCP#21937 42-335 Washington Street Suite F 369
Saks Fifth Avenue/The Gardens on EI Paseo 73-555 EI Paseo
Executive Errands PO Box 2782
Wells Fargo 74-199 EI Paseo Suite 100
Desert Empire Insurance Services 77-564 Country Club Drive Suite B401
S.I.R Palm Springs-Studio Instrument Rentals 74-830 Velie Way Suite E
planit reprographics 77-738 Flora Road
Quantum Event Hosting PO Box 386
All About Massage, Inc. 74-125 Highway 111
About Face Medical/Vein Specialists Institute 44-530 San Pablo Avenue Suite 100
Spa Desert Springs, A JW Marriott Resort 8�Spa 74-855 Country Club Drive
Cardiff Limousine &Transportation/TCP#6941 75-255 Sheryl Avenue
Desert Springs, A JW Marriott Resort& Spa 74-855 Country Club Drive
Embassy Suites Palm Desert 74-700 Highway 111
Fai�eld Inn by Marriott 72-322 Highway 111
Sun Dunes Villas 40-215 Harris Lane
Mojave Resort 73-721 Shadow Mountain Drive
Casa Larrea Inn 73-771 Larrea Street
International Lodge/Studio Condos 74-380 EI Camino
Inn at Deep Canyon � 74-470 Abronia Trail
The MOD Resort 73-758 Shadow Mountain Drive
Holiday Inn Express/Palm Desert 74-675 Highway 111
Hotel Timeshare Resales 74-924 Country Club Drive Suite 120
Residence Inn by Marriott 38-305 Cook Street
Club Intrawest 1 Willow Ridge
Courtyard by Marriott/Palm Desert 74-895 Frank Sinatra Drive
Marriott's Shadow Ridge Resort 9003 Shadow Ridge Road
Hampton Inn &Suites 74-900 Gerald Ford Drive
Desert Vacation Rentals and Sales 74-133 EI Paseo Suite 7
Executive Errands PO Box 2782
Homewood Suites by Hilton 36-999 Cook Street
Cardiff Limousine &Transportation/TCP#6941 75-255 Sheryl Avenue
The Art Place 41-801 Corporate Way
Desert Map &Aerial Photo 73-612 Highway 111
DESERT ADVENTURES TCP#007028S/Activities& Events on 74-794 Lennon Place Suite A
The Living Desert 47-900 Portola Avenue
COD Alumni Street Fair 43-500 Monterey Avenue
The Gardens on EI Paseo 73-545 EI Paseo Suite 2500
Big Wheel Tours/TCP#21325 PO Box 4185
Santa Rosa 8�San Jacinto Mountains National Monument 51-500 Highway 74
Adventure Hummer Tours/TCP#21791 42-335 Washington Street Suite F121
Five Star Adventures, Inc. /TCP#21937 42-335 Washington Street Suite F 369
Funseekers 73-865 Highway 111
Desert Cities Woman's Show 44-220 Grand Canyon Lane
Quantum Event Hosting PO Box 386
The Printing Place 41-651 Corporate Way
OCB Reprographics 77-734 Country Club Drive Suite G-2
TRAVELHOST Magazine PO Box 4568
First California Bank 78-000 Fred Waring Drive Suite 100
Building Industry Association Desert Chapter 77-570 Springfield Lane Suite E
Wells Fargo 74-199 EI Paseo Suite 100
Desert Empire Insurance Services 77-564 Country Club Drive Suite B401
Globally Locally Online Marketing Solutions PO Box 4435
Point Loma Credit Union 34-460 Monterey Ave Suite 105
AAmonte, Inc. 42-580 Caroline Court Suite B
WCBS4Color.com 38-180 Del Webb Boulevard Suite 115
Defined Image, Inc. 77-622 Country Club Drive Suite P
planit reprographics 77-738 Flora Road
Kimco Staffing Services 44-100 Monterey Avenue Suite 202
DESERT ADVENTURES TCP#007028S/Activities& Events on 74-794 Lennon Place Suite A
The Living Desert 47-900 Portola Avenue
Brier& Dunn 74-333 Highway 111 Suite 103
Castelli's Ristorante 73-098 Highway 111 '
PRA Destination Management 41-625 Eclectic Street Suite 01
FedEx Kinko's 72-795 Highway 111
California Pizza Kitchen/Palm Desert 73-080 EI Paseo Suite 8
Presentation Services Audio Visual 78-015 Wildcat Road Suite 106
Desert FaIIs Country Club 1111 Desert Falls Parkway
TMM -The Meeting Manager 77-570 Springfield Lane Suite D
Arrangements Floral & Party Designs 73-816 Dinah Shore Drive
Spherion Staffing 73-140 Highway 111 Suite 7
Epic Entertainment 77-622 Country Club Drive Suite N
Destinations by Marriott/Desert Springs, A JW Marriott Resort 8 74-855 Country Club Drive
Desert Willow Golf Resort 38-995 Desert Willow Drive
The Gardens on EI Paseo 73-545 EI Paseo Suite 2500
Desert Personnel Service, Inc. 73-350 EI Paseo Suite 205
Tommy Bahama's Tropical Caf�and Emporium/The Gardens o 73-595 EI Paseo Suite 2200
Floral Design 77-682 Country Club Drive Suite H
ACCESS Destination Services 77-530 Enfield Lane Suite C1
IceMagic PO Box 10899
TriCord Tradeshow Services 77-919 Las Montanas Road
Adventure Hummer Tours/TCP#21791 42-335 Washington Street Suite F121
Palm Springs Destination Services 73-091 Country Club Drive A4-75
Kaiser Restaurant Group 74-361 Highway 111 Suite 5
Classic Club 75-200 Classic Club Boulevard
Five Star Adventures, Inc. /TCP#21937 42-335 Washington Street Suite F 369
Event Support Services, Inc. 77-622 Country Club Drive Suite P
Imagine Imagery 278 Strada Nova
Windy City Sandwich Co. 75-110 St. Charfes Place Suite 9
Signs By Tomorrow 73-850 Dinah Shore Drive Suite 101
Daryl Frazier 42-335 Washington Street Suite 385
Fisher Wireless Services 41-995 Boardwalk Suite I
PAS Services, Inc. 77-530 Enfield Lane Building H-1
Enchanted Memories 72-270 Highway 111 Suite B7
Steele Tradeshow Services 77-775 Jackal Drive Suite F
The Branded Basket 74-074 Jeri Lane
S.I.R Palm Springs-Studio Instrument Rentals 74-830 Velie Way Suite E
ComSerCo Communications 39-665 Entrepreneur Lane Suite A
Palm Springs Plastics 41-910 Boardwalk Suite A-5
Quantum Event Hosting PO Box 386
DMG Promotions 78-206 Varner Road Suite D132
LakeView/Desert Springs, A JW Marriott Resort& Spa 74-855 Country Club Drive
Mikado/ Desert Springs, A JW Marriott Resort&Spa 74-855 Country Club Drive
Ristorante Tuscany/Desert Springs, A JW Marriott Resort&Sp�74-855 Country Club Drive
Castelli's Ristorante 73-098 Highway 111
Costas/Desert Springs, A JW Marriott Resort& Spa 74-855 Country Club Drive
LG's Prime Steakhouse/Palm Desert 74-225 Highway 111
Ruth's Chris Steak House 74-740 Highway 111
California Pizza Kitchen/Palm Desert 73-080 EI Paseo Suite 8
Morton's The Steakhouse 74-880 Country Club Drive
Cuistot 72-595 EI Paseo
Tommy Bahama's Tropical Caf�and Emporium/The Gardens o 73-595 EI Paseo Suite 2200
Sullivan's Steakhouse 73-505 EI Paseo Suite 2600
Pacifica Seafood Restaurant at The Gardens on EI Paseo 73-505 EI Paseo Suite F 2608
Chop House/ Palm Desert 74-040 Highway 111
Kaiser Restaurant Group 74-361 Highway 111 Suite 5
The Cork Tree 74-950 Country Club Drive
Oasis Bar&Grille/ Desert Springs, A JW Marriott Resort& Spa 74-855 Country Club Drive
The Lobby Bar/Desert Springs, A JW Marriott Resort& Spa 74-855 Country Club Drive
Applebee's/ Palm Desert 74-999 Frank Sinatra Drive
McCallum Theatre 73-000 Fred Waring Drive
Sing Along Productions 38-180 Del Webb Boulevard PMB 45
Virginia Waring International Piano Competition 73-710 Fred Waring Drive Suite 201
Dancing with Our Stars PO Box 11712
GG Promotional Model &Talent Agency 77-777 Country Club Drive Suite 314
Desert Springs, A JW Marriott Resort&Spa 74-855 Country Club Drive
Desert Falls Country Club 1111 Desert Falls Parkway
Stand-By Golf 41-905 Boardwalk Suite G
Desert Willow Golf Resort 38-995 Desert Willow Drive
Marriott's Shadow Ridge Resort 9003 Shadow Ridge Road
Classic Club 75-2Q0 Classic Club Boulevard
Eric Redd's Golf Event Company 74-430 Abronia Trail
Golfsmith 72-700 Dinah Shore Suite 200
Costco 72-800 Dinah Shore Drive
Westfield Palm Desert 72-840 Highway 111
Leeds & Son Fine Jewelers 73-670 EI Paseo
Tommy Bahama's Tropical Caf�and Emporium/The Gardens o 73-595 EI Paseo Suite 2200
EI Paseo Shopping Avenue 74-333 Highway 111 Suite 106
Saks Fifth Avenue/The Gardens on EI Paseo 73-555 EI Paseo
Wal-Mart/Palm Desert 34-500 Monterey Avenue
All About Massage, Inc. 74-125 Highway 111
Greenberg Medical Group 44-300 Monterey Avenue Suite B
About Face Medical/Vein Specialists Institute 44-530 San Pablo Avenue Suite 100
Spa Desert Springs, A JW Marriott Resort& Spa 74-855 Country Club Drive
Best City Nails III 74-520 Highway 111 Suite B-2
First California Bank 78-000 F�ed Waring Drive Suite 100
Building Industry Association Desert Chapter 77-570 Springfield Lane Suite E
Wells Fargo 74-199 EI Paseo Suite 100
Desert Map 8�Aerial Photo 73-612 Highway 111
Palm Desert Chamber of Commerce 72-559 Highway 111
City of Palm Desert 73-510 Fred Waring Drive
County of Riverside 73-710 Fred Waring Drive Suite 222
Coachella Valley Economic Partnership 73-710 Fred Waring Drive Suite 106
College of the Desert/Center for Training and Development 43-500 Monterey Avenue
TRAVELHOST Magazine PO Box 4568
Desert Entertainer 41-995 Boardwalk Suite L2
Palm Desert Visitor Center 72-567 Highway 111
Castino's Restaurant Equipment Supply 77-804 Wildcat Drive Suite B
Protravel International Inc. 73-730 EI Paseo Suite B
Senator John Benoit 73-710 Fred Waring Drive
Choice Travel Care 74-333 Highway 111
Desert Falls Country Club 1111 Desert Falls Parkway
Desert Willow Golf Resort 38-995 Desert Willow Drive
Wayne Foster Entertainment 74-140 EI Paseo Suite 4-234
Madison Workshop West 73-812 Dinah Shore Drive
Rochelle Marie's Events by Design PO Box 11941
Five Star Adventures, Inc. /TCP#21937 42-335 Washington Street Suite F 369
S.I.R Palm Springs- Studio Instrument Rentals 74-830 Velie Way Suite E
Ashley Video Productions 44-489 Town Center Way
From the Desk
of
Judy Vossler
760-776-6688 Q c`:
judyvossler@aol.com � ��,--�
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November 6, 2009 "' `"�`''
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City Council ._ `�'-'�
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City of Palm Desert ^� ��,
73-510 Fred Waring Drive
Palm Desert, CA 92260
Dear Mayor and City Council Members,
As a resident of Palm Desert and a business person with deep roots in the tourism
industry of the Coachella Valley, I ask you to show your support for continuing our city's
membership in the CVA through the Joint Powers Agreement. The CVA Bylaws require
that for businesses to be CVA Members, their city must also be a CVA Member. If our
City of Palm Desert resigns, no business in Palm Desert will be allowed membership in
the CVA nor will they be allowed to participate in any CVA activities or receive any CVA
marketing assistance or benefits.
The CVA provides a valuable service for destination sales and marketing programs in
both the convention and leisure markets. Tourism is the backbone of Palm Desert; and,
thereby has a drastic effect on our property values.
Before February 2010, I hope you will reconsider the Business Improvement District
(BID) funding plan for the CVA and vote in favor of joining with other valley cities to
support this effort. The Coachella Valley tourism industry contributes nearly $1 billion to
our economy each year and provides jobs for almost 23,000 people. We must maintain
this industry and help it to grow by working through the CVA.
Please acknowledge receipt of this letter at the November 12, 2009, City Council
meeting and include this in the Council Meeting minutes. Thank you.
Sincerely,
;.
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� udy Vossler
73-280 C Shadow Mountain Drive
Palm Desert, CA 92260
CARDIFF LIMOUSINE
&TRANSPORTATION
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75-255 Sheryl Ave. i �`;��;
Palm Desert,CA 92211 `� `�''��'
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(760) 568-1403 -v �' '• "
(800) 669-0355 Outside CA � ��'� .`
FAX (760) 568-0895 � _����l
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info@cardifflimo.com � �^C�
www.cardifflimo.com r*'+
November 6, 2009
Dear Councilman Spiegel:
As a member of the CVA and the Palm Desert Business Community, I am asking you today to please
continue our City's membership in the CVA through the Joint Powers Agreement. The CVA bylaws
require that for businesses to be CVA members, their city must also be a CVA Member. If our City of
Palm Desert resigns, no member of our business community will be allowed to participate in any CVA
activities or receive any CVA marketing assistance or benefits.
The CVA provides a valuable service to all of our Desert Cities by including all in destination sales and
marketing efforts.
Before February 2010, I hope you will reconsider the Business Improvement District (BID)funding plan
for the CVA and vote in favor of joining with our other valley cities to support this effort. The BID
Funding Plan increases the annual budget of our CVA, which makes our valley more competitive with
added convention and tourism programming. Also, the BID reduces the City's Transient Occupancy Tax
commitment to the CVA by 75%. In 2010, the City would save over$600,000.00 that could be retained
in ±h�e general f�!!?d.
The Coachella Valley Tourism industry contributes nearly$1 billion to our economy each year and
provides jobs for almost 23,000 people. We must maintain this industry and help it grow by working
through the CVA.
Please acknowledge receipt of this letter at the November 12 City Council Meeting and include it in the
Council meeting minutes. Thank you.
Sinc rely,
� �
Gary E. ardiff
President, Cardiff Limousine &Transportation
Michelson, Wilma
From: Stacey Johnson [sjohnson@livingdesert.org]
Sent: Tuesday, November 10, 2009 2:42 PM
To: CityhallMail
Subject: Convention and Visitors'Authority
Dear Mayor Spiegel and City Council Members Benson, Ferguson, Finerty and Kelly,
I am writing today to urge your support for Palm Desert continuing as a member of the Palm Desert Resort Communities
Convention and Visitors Authority and, in fact, to ask you to vote in favor of joining the Business Improvement District.
Not only does it seem to me a prudent fiscal decision because of the way in which Transient Occupancy Tax monies will
be collected and then allocated beginning next year, it strengthens the City of Palm Desert's efforts to increase tourism.
As a new resident of the Coacheila Valley, I can tell you that prior to eight months ago I had no idea that there are eight
diverse communities in the area. And, my friends and family who come to Palm Desert from across the United States to
stay and play at the golf resorts continue to refer to it as the Palm Springs area. Being the CEO of a tourist attraction I
know well how important branding is—and if there is a brand for the Valley that already works, why fight it?
Several lessons I learned from zoology apply directly to business, too: First, there is strength in numbers. (Success is
better assured by working toward a common goal; and when traveling with a group, your chances of getting eaten by a
predator today are less!) Second, it is wise to keep one's options open. (Diverse strategies pay better dividends in the
long run. A critter with a wide menu of foods it can eat is better off when the environment gets tough, as opposed to a
giant panda that is completely dependent on bamboo.)
The Living Desert has benefited by its membership in the CVA. In the past 18 months, eleven FAM tours have visited our
park from groups all over the worid. In addition more than 30 group tours have been booked since 2008 resulting from
leads provided by our collaboration with the CVA. Without the City of Palm Desert's participation in the Convention and
Visitors Authority, we would be ineligible to develop those (and more) contacts with tour groups coming to the Coachella
Valley. So, if you choose to opt out of the group it will have a direct negative impact on our business.
Given the current economic climate, in which my coileagues at zoos outside of California are seeing double-digit
percentage increases in attendance because families are staying at home and in which our park's attendance in the past
year has mirrored the Valley-wide trend in being nearly 20 percent down, it seems a critical time to take advantage of
every opportunity to compete for tours and tourists to choose the Coachella Valley as a destination. I have spoken with a
number of hotel and resort managers in Palm Desert over the past week; and they unanimously support Palm Desert
joining the BID and staying in the CVA. They believe the 2% BID assessment to be a valuable investment in the future,
and I am glad they see it that way. I hope you will, too.
I plan to attend the City Council meeting this Thursday afternoon in support of your consideration to remain a participant in
the CVA and Joint Powers Authority. I look forward to the opportunity to introduce myself and visit with each of you.
Sincerely,
Stacey Johnson
President/CEO
The Living Desert
47900 Portola Avenue
Palm Desert, CA 92260
Tel: 760-346-5694 ext. 2100
Fax: 760-568-9685
1
PENTA
The PENTA Building Group, LP
November 9,2009
Mayor Robert A.Spiegel
The City of Palm Desert
Palm Desert Civic Center
73-510 Fred Waring Drive
Palm Desert,CA 92260
RE: Membership Continuation in the CVA
Dear Mayor Spiegel,
As a member of the CVA,the Palm Desert Chamber of Commerce,and the Palm Desert business community,[am asking
you to continue our City's membership in the CVA through the Joint Powers Agreement The CVA Bylaws require that for
businesses to be CVA Members,their City must also be a CVA Member.[f our City of Palm Desert resigns,no member of
our business community will be allowed to participate in any CVA Activities or receive any CVA marketing assistance or
benefits.
We firmly believe that the CVA provides a valuable service to all of our Desert Cities by including all in destination sales
and marketing efforts.The joining of all the local cities to market and service the Coachella Valley as a whole fits in
directly with the Economic Blueprint for the Coachella Valley that was just unveiled by the Coachella Valley Economic
Partnership.
The Coachella Valley tourism industry contributes nearly$1 billion to our economy each year and provides jobs for
almost 23,000 people.We must maintain this industry and help it to grow by working through the CVA,and not
independently.Before February 2010,I hope you will reconsider the Business Improvement District(BID)funding for the
CVA and vote in favor of joining with our other Valley Cities to support this effort.
Please acknowledge receipt of this letter at the November 12�City Council meeting and include it in the Council meeting
minutes.Thank you.
Sincerely,
Chris Brooks
The PENTA Building Group
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CC: Ms.Cindy Finerty,Mayor Pro Tem � ;;`,
Ms.Jean M.Benson,Councilwoman � �''-�
Mr.Jim Ferguson,Councilman '� r�
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Mr.Richard S.Kelly,Councilman � t-"�;�•
Mr.]eff Beckelman,CVA O r;: ;
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44250 Monterev Avenue ■ Yalm Desert, CA 92260 ■ 760-176-6111 ■ Fax i 60-7 i 6-6628
California Cont. License#928543