HomeMy WebLinkAboutPrelim Re-cap - 2010 Fashion Week El PaseoCITY OF PALM DESERT
STAFF REPORT
REQUEST: RECEIVE AND FILE PRELIMINARY RE -CAP OF 2010 FASHION
WEEK EL PASEO
SUBMITTED BY: Ruth Ann Moore, Economic Development Manager
DATE: April 22, 2010
Recommendation
By Minute Motion: Receive and file the preliminary re -cap report for
Fashion Week El Paseo 2010.
Executive Summary
Preliminary figures and results are available for the 2010 Fashion Week El Paseo event
held last month. A complete report will be submitted to the Marketing Committee in the
following months for future consideration and recommendations to the City Council.
Background
Fashion Week El Paseo, coordinated by Palm Springs Life, began in 2006 with three
evening fashion shows, held in the last week in March. This week was strategically
picked because it fell between two major events in the valley, the BNP Paribas Tennis
Tournament and the Kraft Nabisco LPGA Championship. While not competing with
either major event, choosing this week encourages people coming into the valley to
extend their stay or come in early and attend the shows and retail events in Palm
Desert.
Over the years, the event has grown from three evenings to nine days/evenings of
special events, both within the tent and throughout stores on El Paseo. This year, over
70 merchants conducted in-store events, 15 Palm Desert restaurants participated and
15 El Paseo merchants were featured in the opening evening fashion show in the tent.
New events this year started the weekend prior to the official opening of Fashion Week
and expanded to the afternoons of the final weekend and included:
• Saturday, March 20 — Trunk Show Event by The Shops on El Paseo opened the
week with special sales and giveaways and featured one of Fashion Week's
sponsors, Desert European Motorcars' high -end vehicles.
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Staff Report
2010 Fashion Week El Paseo Preliminary Re -cap
April 22, 2010
Page 2 of 3
• Sunday, March 21 — El Paseo Fashion Day Out, shoppers could pick up a
passport listing the 30 participating stores that had trunk shows, specials and
giveaways. After visiting at least five stores, the shopper's passport was good for
entrance into the opening party at J Russell Salons which celebrated the grand
opening of their new location in Palm Desert.
• Saturday, March 27 & 28 — Fashion Food & Wine, featured 42 restaurants and
food vendors, 65 wine brands and 19 celebrity chef demonstrations.
The tent events ran from Monday, March 22-29 with most nights sold out. The tent size
was increased to add more seating and total attendance rose to 6,000 vs. 4,200 in
2009.
Advertising for the event included:
• Out of Market Magazines — Full page ads ran in eight markets including Los
Angeles, Orange County, San Diego, San Francisco, Portland and Vancouver.
• In Market Magazines — Included Palm Springs Life, Palm Springs Dine Out,
Desert Guide.
• Television Advertising — Approximately 2,500 spots on Time Warner Cable and
135,000 inserts into cable billings, and features on 10 news and entertainment
shows.
• Radio — Advertising ran on five local stations.
• Collateral Materials — Printed materials were distributed throughout the valley for
store posters, taxi cabs, postcards and various brochures for the events.
The public relations for the event included over 150 stories, news reports and website
features locally, reports for national and international coverage are being compiled.
Exact media coverage, website alerts, audited media reports are not yet available but
will appear in the final re -cap report at a future Marketing Committee meeting.
Local charities benefited from Fashion Week including:
• Shelter From the Storm — Raised over $50,000 from their Bachelor Auction held
in the tent on March 29, 2010. This is the second year that the tent has been
used by this local charity for a major fundraiser.
• The Great Cut Off — Featured seven local salons that raised funds for local
groups such as Coachella Valley Rescue Mission, Barbara Sinatra's Children
Center, Hike for Hope, Desert Paws, Martha's Village & Kitchen and Hacienda
Valdez.
• American Society of Interior Designers — Raised scholarship funds for local
students interested in design school through ASID night at the tent on March 30,
2010 which featured fashion designed by local interior designers using materials
from their trade such as tiles, wood, upholstery and paint. Designs were inspired
by the art works at the Palm Springs Museum.
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Staff Report
2010 Fashion Week El Paseo Preliminary Re -cap
April 22, 2010
Page 3 of 3
All merchants on El Paseo have received a survey asking their opinion on Fashion
Week. Questions on store participation, traffic, sales and benefits were polled. Surveys
are currently being gathered and most initial respondents report an increase in traffic
and/or sales and will participate in next year's event.
As mentioned earlier, a complete re -cap will be submitted to the Marketing Committee
for their review and future recommendation to the City Council in the following months.
Submitted By:
Economic Development Mgr.
Department Head:
4,
r Redevelopment
JM. Wohlmuth, Executive Director
CITY COUNCIL ACTION
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