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HomeMy WebLinkAboutMarketing Cmte - 10/19/2010 � ; � � t'ALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, October 19, 2010 — 2 p.m. Administrative Conference Room L CALL TO ORDER Emily Bird-Hrivnak called the meeting to order at 2 p.m. II. ROLL CALL Members Present: Members Absent: Emily Bird-Hrivnak, Vice Chair Sara O'Flynn, Chair Theresa Maggio Kimberly Bowers Michael Shimer Marlane Wolf Stephanie Loog Staff/Others Present: Robert Spiegel, Councilmember Jim Ferguson, Councilmember Justin McCarthy, Assistant City Manager Ruth Ann Moore, Economic Development Manager . Donna Gomez, Visitor Center Manager CITY COUNCILACTION David Hermann, Management Analyst Ap��ROVEn ___n�:�r�r� Lori Wimbish, Senior Office Assistant RECEIVED�� � ` O"i'Hrtz David Portener, Travelhost Magazine --- MFETING DATE •-� - C --��/O 111. ORAL COMMUNICATIONS qyF�; � � �r' � , — NOI�:S: �'/?�- None AI3SCNT: ��� �.s��r � �,� AB�TAIN: �/� IV. CONSENT CALENDAR VF,RIF►F,D I3Y: �,-/,� /C` Original on File with City Geric s Oi�lice A. MINUTES OF THE MEETING OF JULY 20, 2010. Michael Shimer moved, by Minute Motion, to approve the minutes of the July 20, 2010, meeting as presented. Motion was seconded by Theresa Maggio and carried unanimously. V. CONSENT ITEMS HELD OVER None APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 19, 2010 VI. NEW BUSINESS A. REVIEW OF MARKETING DUTIES FOR STAFF Ruth Ann Moore explained the marketing duties that have been reviewed by executive staff and presented to Council. The duties have been split up into three areas that correspond best to the expertise of David Hermann, Donna Gomez, and Ruth Ann Moore. There will be another review in January of the marketing programs. Michael Shimer moved, by Minute Motion, to receive and file the report. Motion was seconded by Marlane Wolf and carried unanimously. B. REQUEST FOR RECONSIDERATION AND RECOMMENDATION OF CREATIVE DESIGN SERVICES Ruth Ann Moore explained that staff is in the process of reviewing the marketing activities and there has been no decision on some items. Because of the timing, it will be difficult to transition into the new creative campaign. Staff is requesting the Committee's recommendation to update the "Plan to Be Spontaneous" campaign for now and integrate new creative in the future. Justin McCarthy explained that because the JNS contract has been held up, much of the advertising campaign has been somewhat mooted. To get a new creative online in time, it makes sense to defer the creative for this year and reevaluate for the next year. If and when the advertising campaign is moved forward, we would use the "Plan to Be Spontaneous" creative with the appropriate messaging to make it more action oriented. Because of the delay, it may not be until the first of the year before there would be content to use with the balance of the advertising campaign. Upon question, Mr. McCarthy responded that the creative vendor may have to be reevaluated. The creative content would remain the status quo, understanding that any new creative might not be ready for any impact to this year's campaign. The Committee could discuss a whole new approach next year. Some of the deadlines for the JNS contract have been missed, including the new creative content. The mismatch in timing has precipitated this recommendation request from the Committee. Discussion ensued regarding using new photography for the "Plan to Be Spontaneous" campaign. Ms. Moore stated that she would come back to the Committee with some options. Emily Bird-Hrivnak moved, by Minute Motion, to recommend putting the creative design services project on hold for reevaluation in January, and modify the 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 19, 2010 existing creative design with fresh photography. Motion was seconded by Theresa Maggio and carried unanimously. C. SUGGESTED COLLABORATIVE MEETING BETWEEN THE MARKETING COMMITTEE AND PALM DESERT HOTELIERS Ms. Moore reported that City staff met during the summer with local hoteliers to discuss issues, concerns, and what kind of City support could be offered. Because some were adamant that marketing should be in the Northwest and Canada, staff thought it would be beneficial for the hoteliers to meet with the Marketing Committee and have a brainstorming session. They also have other suggestions and ideas, and may be able to share where their customers are coming from. Staff met with the top retailers as well, with a different and diverse customer base. The Committee discussed the kinds of market segments that could be included. They thought the meetings are a good idea and a great opportunity to see their marketing efforts, as well as letting businesses feel the City is concerned for them. Marlane Wolf moved, by Minute Motion, to schedule a meeting with Palm Desert hoteliers and the Marketing Committee. Motion was seconded by Stephanie Loog and carried unanimously. VII. CONTINUED BUSINESS None VIII. OLD BUSINESS None IX. REPORTS FROM CITY COUNCIL LIAISONS A. City Council Mr. Ferguson discussed the premier issue of PD Style, published quarterly. The magazine includes eight pages of city-directed content. The Committee is welcome to make recommendations. Council has a renewed focus on the marketing program and will be coming to the Committee for their expert input and recommendations. He also requested discussion at the meeting with hoteliers that a link is made to get visitors from the hotels to shopping. 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 19, 2010 X. REPORTS AND REMARKS A. Chair Ms. Bird-Hrivnak reported that the hotel staff is ready for an exciting holiday season. B. Committee Members Ms. Maggio stated that Bighorn is gearing up for an active and busy season. 26 properties and 24 memberships were sold this year. On December 4th Bighorn "Behind a Miracle" will be holding a fundraising event on EI Paseo. Mr. Shimer reported that August and September were great months, with a lot of drive-in market. Tommy Bahama will have its 12th annual golf classic at Desert Willow on November 1 st to benefit Habitat for Humanity. Tommy Bahama restaurant will be remodeled next summer. Ms. Loog reported that mortgage rates are low. Suspended foreclosure processing will resume next week. She mentioned visiting Scottsdale, Arizona, where she observed a lot of business activity, and found out that the activity is attributed to stores staying open at night. B. Staff David Hermann mentioned that the Committee could provide input for the next PD Style at the November meeting. He has been working with Mrs. Kelly on the 2011 City calendar. Donna Gomez said the Off Madison Ave. contract for website management will expire on December 31 st. Staff is reviewing the contract as well as putting together the required RFP for consideration at the next meeting. Ms. Moore reported that staff has been working with City IT staff to understand and learn about the website. An outside agency who cannot bid has been found that will assist by reviewing the RFP. CVA co-op: there is a $300,000 media buy with WestJet for Edmonton, Vancouver and Calgary; the CVA will be going to Toronto on a "media mission" to talk with journalists regarding articles about the Coachella Valley; when making a reservation on the WestJet microsites, links for hotels in the CVA with availability pop up; and a $150,000 media campaign with Alaska Airlines starts in January for Seattle, San Francisco and Portland. 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE OCTOBER 19, 2010 As part of the California Travel and Tourism Commission campaign, Coachella Valley advertising is included in their annual publication as well as National Geographic, Travel& Leisure, and Wine Spectator. Ms. Moore asked the Committee to review the current meeting time to determine if another time would be more desirable. XI. INFORMATIONAL ITEMS A. Visitor Center Report Ms. Gomez reported that the growth in social media and Visitor Center numbers is exciting. They hope to be in the new location on EI Paseo by December 1 St. There has been a "moving sale" for a few months in preparation for the move. XII. ADJOURNMENT With Committee concurrence the meeting was adjourned at 2:50 p.m. �>�`�°�Il�� ��-�L�ti�`.�-ca� Pre�ar�Jane S nley 5