HomeMy WebLinkAboutSponsor - 2011 Virginia Waring Intl Piano Comp CITY COUNCII.ACTION
APPROVF.D DF,Nii;D
RECEIVED � OTHER �
MEETING DATE � � '�
AVEs: CITY OF PALM DESERT
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ABSrNT:
A[3STAIN:_�I`� � _ STAFF REPORT
V�RIFiED BY: ._
Original on File with ity C erk's Office
REQUEST: CONSIDERATION OF A REQUEST FOR FUNDING TO SPONSOR
THE VIRGINIA WARING INTERNATIONAL PIANO COMPETITION
SUBMITTED BY: Kristy Kneiding, Marketing Manager
DATE: August 26, 2010
CONTENTS: Virginia Waring International Piano Competition Sponsorship Packet
Draft Marketing Committee Meeting Minutes July 20, 2010
Recommendation
By Minute Motion:
1. Approve sponsorship in the amount of $10,000 for the 2011 Virginia Waring
International Piano Competition; and
2. Appropriate $10,000 from the unobligated General Fund to Special Events
Account No. 110-4416-414-3062.
Committee Recommendation
The Marketing Committee reviewed the sponsorship opportunity and voted unanimously to
support the 2011 Virginia Waring International Piano Competition in the requested amount
of $25,000. The Committee felt the competition not only generates transient occupancy and
sales tax, it also brings international awareness to Palm Desert.
Backqround
The non-profit Virginia Waring International Piano Competition hosts a classical piano
competition every other year with participants coming to Palm Desert from around the
world. The next competition will be held March 27 through April 3, 2011, for Juniors (ages
12 and under) and Intermediates (ages 13-17). The event is held at Cal State San
Bernardino Palm Desert Campus with the finals at the McCallum Theatre. Performance
opportunities and cash prizes are awarded to the winners, some of which earned
performance opportunities in Vienna, London, Rome, Carnegie Hall, Florida, Denver, and
San Francisco. Most competition rounds, master classes, and concerts are free or offered
at reduced admission prices for spectators.
Staff Report
2011 Virginia Waring International Piano Competition Sponsorship
August 26, 2010
Page 2 of 2
At the Marketing Committee, representatives, Ms. Peggy Cravens and Dr. Bentson,
presented an outline (attached) of the room nights and non-hotel dollars spent in Palm
Desert by Competition attendees. In 2009, the Competition booked 167 room nights and
spent nearly $63,000 with Palm Desert merchants. The Competition only provides lodging
for one contestant and one accompanying adult. The figures presented do not include the
hotel nights or the dollars spent by additional attendees.
A list of benefits as a $25,000 sponsor, representing significant exposure for the City both
locally and internationally, is also included in the attached packet,
The organization seeks contributions from a variety of sources and does not look to Palm
Desert to fund the entire event. The Competition also will host a "Black and White Ball"
fundraiser on February 20, 2011. The Guest of Honor will be former United States
Secretary of State Condoleezza Rice.
While staff recognizes this event to be uniquely Palm Desert and attracts the targeted
demographic, due to the current economy and without funds included in this year's budget,
a recommendation of $10,000 is being suggested. Sponsorship in the amount of $10,000
versus $25,000 would decrease the amount of exposure received by the City.
Fiscal Analvsis
This staff recommended sponsorship is a one-time $10,000 expenditure that will show
community support for an international event at the McCallum Theater. Funding was not
included in this fiscal year's budget and would need to be appropriated from the
unobligated General Fund to Special Events Account No. 110-4416-414-3062.
Submitted By: Department Head:
/� %������! t
Krist Kneidi g, Marketing Mana J in McCarthy, A for Redevelopment
r
aul S. Gibson, Director of Finance
Approval:
J n . Wohlmuth, City ger
g:\rdalkristy kneiding\word data\staff reportsmemos\events\virginiawaring2010 staff rpt.doc
The 18th International Piano Competition held in the City of Palm Desert
The 4th Virginia Waring International Piano Competition
Held on the Palm Desert Campus of CSUSB and at the McCallum Theatre
Sponsorship Package for the City of Palm Desert
2011 Junior and Intermediate Divisions - Spring 2011
Request is for $25,000 Sponsorship
• Palm Desert Tourism logo and listing as I�ternational Host City on every
trade and consumer print ad placed after receipt of the grant agreement in
fiscal year 2010-201 I
• Dr. Rice will be seated at the Palm Desert table, Dr. Rice will be seated at
the Palm Desert table— Sponsorship includes ten seats at the 2011 Black and
White Gala Honoring Dr. Condoleezza Rice
• Full page color ad in 2011 Gala Tribute Book
• Palm Desert Tourism logo and listing as International Host City on ads
placed on movie screens throughout the Valley
• Palm Desert Tourism logo and listing as International Host City on KUSC
radio spots which is heard from San Diego to Santa Barbara
• Invitation for 8 to a special VIP reception with Virginia Waring
• Ten premiere tickets to the April 3, 2011 Concerto Finals Concert at the
McCallum Theatre
• Palm Desert Tourism logo and listing as International Host City on the
VWIPC website
• Palm Desert Tourism logo and listing as International Host City on Signage
at Competition events including Indian Wells Theater lobby and the
McCallum lobby
• Palm Desert Tourism logo and listing as International Host City on video
scroll at 2011 Black and White Gala
• Palm Desert Tourism logo and listing as International Host City on video
scroll the Indian Wells Theater at CSUSB-Palm Desert campus during the
2011 Competition
• Palm Desert Tourism logo and listing as International Host City on all Event
Schedules, Save the Date cards and recognized on all competition press
releases.
• Work with the City of Palm Desert Marketing Department to have free
� Competition tickets available at City Hall for Palm Desert Residents to pick up:
o to daytime Competition rounds at the Indian Wells Theater 3/ 27 - 4/2
o Select number to the McCallum concert on April 3
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Virginia Waring International Piano Competition — Page 1
Please note that this budget covers 24 months (two fiscal years).
The organization operates with a Two-Year Bud�et as the Competition itself occurs every other year
2011 Jr. & Int. Plus In Kind Donation Value
Insurance 12,000
Office expense
Accounting/tax/grant compliance 5,000
Bank charges/credit card fees 1,000
Depreciation
Equipment rental 2,520
Filing fees 400
Maintenance and repairs 5,000
Postage 200
Rent 22,000
Supplies 3,500
Telephone 6,000 1,000
Utilities 3,000
Program Services: Competition
Accompanists 7,500
Cell phones 4
Signage 1,500
Artistic director honorarium 20,000
Artistic director travel 10,000
Audio &Video recording 8,000
Judges/preliminary auditions 5,000
Award medals 2,000
Cash prizes (2 divisions per category)
Solo: first 5,000
second 3,000
third 2,000
Concerto: first 5,000
second 3,000
third 2,000
other 1,500
Chamber music 0
Transportation - Local 1,500
Community relations 7,500
Key Players Auxiliary 5,000 300
Education Outreach 15,000
Hospitality for Volunteers 6,000 6,000
1
Virginia Waring International Piano Competition — Page 2
Please note that this budget covers 24 months (two fiscal years).
The organization operates with a Two-Year Bud�et as the Competition itself occurs every other year
2011 Jr. & Int. Divisions + In Kind Donation T�alue
Air transportation 6,000 1,200
Honoraria 12,500
Lodging (incl. VIP's) 25,000
Meals 3,000 7,000
Advertising
Magazines, newsletters, etc. 1,000
In kind donated advertising 10,000
Advertising (trade & consumer) 32,000
Announcements—Save Dates 3,000
Master class promotional event 500
Master class honoraria 1,000
Orchestra
Honorarium 35,000
Conductor 3,000
Lodging 15,000
Meals 5,000
Transportation 3,000
Chamber Quartet N/A
Performance awards (3) 15,000
Other(transportation) 5,000
Piano Rentals 70,000
Piano insurance 3,000
Program printing 8,000
Supplies 2,500
Technical support staff 2,000
Venue 8,000
Volunteers 3,000 1,500
Website 3,000
Other 0
Fundraising 8,000
Payroll & related expenses
Contract labor - $10/hr 8,000 235,000
Executive Director (gross) - $25/hr 75,000
Secretary/receptionist - $15/hr 32,000
Payroll & Taxes 5,200
TOTAL EXPENSE $492,820 331,812
2
Virginia Waring International Piano Competition
List of Major Contributors (other than City of Palm Desert)
Rec'd** Pendin�*
Berger Foundation: $35,000 35,000
Conte & Philibosian Fdns: $20,000 20,000
Highland Street: 7,500 5,000
Indian Wells City: 15,000 15,000
Rancho Mirage City: 5,000 5,000
La Quinta City: (every other year) 1,000
Wells Fargo Bank: 25,000 25,000
EMC 5,000 5,000
Barnett 5,000 5,000
Barker Foundation 10,000 10,000
Coeta Barker Foundation 3,000 50,000
Kaufmann Foundation 5,000 5,000
Annenberg: 100,000
** Received in 2009-2010 Fiscal Year
*Pending Requests for this fiscal year
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JULY 20, 2010
Ms. Kneiding explained that the funds would be available from the Special
Events budget vs. the Marketing budget.
Upon inquiry from Ms. O'Flynn, Ms. Kneiding stated that she was
comfortable with recommending $5,000 for this sponsorship. She said the
Santa Rosa and San Jacinto Mountains are in our backyard and was an
important aspect of our city. We should be a part of and support this 10tn
anniversary celebration.
A discussion was held regarding the kick-off celebration being at the Palm
Desert Visitor Center at the $5,000 sponsorship level. Mr. Matthews said
they would not be able to have the kick-off celebration at the Palm Desert
Visitor Center at the $5,000 level.
Ms. Bird-Hrivnak moved, by Minute Motion, to recommend staff's
recommendation of a $5,000 sponsorship for the Santa Rosa and San Jacinto
Mountains National Monument 10th Anniversary Celebration. Motion was seconded by
Mr. Shimer and carried 5-0; Ms. Wolf and Ms. Maggio left the meeting at 3 p.m.
B. PRESENTATION AND REQUEST FOR SPONSORSHIP OF THE
VIRGINA WARING INTERNATIONAL PIANO COMPETITION
Peggy Cravens introduced herself and thanked the Committee for allowing
the Virginia Waring International Piano Competition the opportunity to
recognize the City of Palm Desert in many publications, all over the world,
since 2005. Ms. Cravens believed that the Competition has made Palm
Desert as well known as Palm Springs and brings a cross section of
people from all over the world to this very beautiful area.
A number of documents were distributed to the Committee. Ms. Cravens
recapped the information in the revenue document. She stated that the
last two sponsorship amounts given by the City were less than the first
amount and generated more revenue. It was clear that the Competition
was gaining great strengths, people were looking forward to it, and of
course it continues to be placed in international and national magazines
that cater to the piano world. They had a beautiful ad and insert in the
January issue of Palm Springs Life. The City of Palm Desert is mentioned
at all the competition events as well as in the printed program. Ms.
Cravens stated that they were very excited that the Sr. Division winner in
the Solo Division will win a sizable honorarium and will debut at the
� Carnegie Weill Hall. Palm Desert will be publicized in that program as
well.
Ms. Cravens announced that Dr. Condoleezza Rice accepted to be the
honoree at the Black and White Gala.
i
4
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JULY 20, 2010
Dr. Benston pointed out that non-hotel dollars spent in 2005, 2007 and
2009, were dollars spent by individuals involved with the Piano
Competition. There were considerable amounts of money spent by the
visitors, families and teachers. He emphasized that the upcoming 2011
� Competition include Junior (ages 12 and under) and Intermediate (ages
� 13-17) categories and competitors were always accompanied by family,
parents, teachers and friends. Many stay at hotels and enjoy all the
amenities Palm Desert has to offer. In 2005, we had the International
Chamber Ensemble, over 40 attendees, from Rome. They took home
thousands of dollars worth of inerchandise. The first cellist returned to
Rome with gifts for his wife and young daughter purchased at Tiffany's,
and they were all sporting polo shirts with the Italian and American flags
on them. They discovered the mall and a beautiful street called EI Paseo.
Needless to say this is an important issue to point out as this competition
� brings a beautiful awareness of the City of Palm Desert to the world.
He thanked the Committee for allowing him to appear before them and
since "we" is a collective word, he personalized his comments by saying
"I" respectFully request that you consider our grant sponsorship request in
the amount of$25,000.
Ms. O'Flynn complimented Ms. Cravens and Dr. Benston on the research
that was done with regards to the return on the investment. As someone
' who has attended the Competition, she said it was a very beautiful and
� educational event that brings a great deal of culture to our community.
With that she opened up the floor for comments and questions regarding
the proposal.
Ms. Cravens added that all publishing of printed materials were produced
in Palm Desert. She said that Dr. Rice and her Executive Assistant would
; be seated at the City of Palm Desert table if so desired. There will be a
; special VIP reception for Dr. Rice at a very prestigious home in EI Dorado
; Country Club. The Council members will be invited to the reception.
; Upon inquiry by Ms. Kneiding, Ms. Cravens responded that the gala is
', scheduled on February 20, 2011, to be held at the Rancho Las Palmas
i Hotel in Rancho Mirage, and the VIP reception is scheduled for February
' 19, 2011. The Competition begins at the end of March and the final
concert at the McCallum is Sunday, April, April 3, 2011. Due to the
' attendance of Dr. Rice, she estimates having anywhere between 400 to
j 500 people at the event.
� Ms. Kneiding stated that the funds for this event were not included in the
; Community Events budget, so if the Committee recommends approval
' that would be noted on the City Council's staff report.
5
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JULY 20, 2010
Ms. Cravens added that because of the state of the economy they did not
feel that it was appropriate to request the same amount that was given in
2009. They felt that $25,000 would be a better figure.
Upon inquiry from Ruth Ann Moore, Ann Grier, Executive Director of
Virginia Waring Piano Competition, responded that they work exclusively
� with Palm Desert hotels.
�
,
Ms. O'Flynn moved, by Minute Motion, to recommend approval of the
� requested amount of $25,000, considering the amount of revenue realized by the City
� and the fact that they have taken the consideration to ask for a reduced sponsorship
; than what was requested in the past. Motion was seconded by Ms. Bower and carried
r
a 5-0.
__ T_- _-___---_---.
VII. CONTINUED BUSINESS
None
VIII. OLD BUSINESS
A. REQUEST FOR RECONSIDERATION AND RECOMMENDATION
REGARDING 2010 / 2011 MEDIA PLAN
Kristy Kneiding was asked to bring this item back to the Committee for
further discussion and input. She stated that the questions from Council
were specific to the Media Plan. Are the monies allocated for advertising
in the Desert Guide and Palm Springs �ife being spent wisely? Could the
City create its own guide and distribute it at the Visitor Center?
Upon inquiry by Ms. Wolf, Justin McCarthy said he sensed that the
Council.wanted a more focused plan. He recommended to the Committee
that they could move the Media Plan forward and defer the items Council
was concerned about.
Upon inquiry by Michael Shimer, Ms. Kneiding responded that the Desert
Guide portion is $13,600. With the inclusion of tourism advertising the
total is $25,565.
Ms. Bird-Hrivnak stated that the Committee's direction was to do more
localized marketing to tourists that were already here. It did not make
sense to shift away from Palm Springs Life when they have a distribution
in the whole Valley and also outside of the area. She was curious about
the change in the thought process of the Council members because it did
not match what they previously discussed.
Donna Gomez mentioned that the Visitor Center advertises in Travel Host,
which is a local publication. The Visitor Center appears in the Desert
6