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HomeMy WebLinkAboutMinutes Marketing Committee 11/17/09 � ['.�LM D ES E�T PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, November 17, 2009 — 2:00 p.m. Administrative Conference Room I. CALL TO ORDER Sara O'Flynn called the meeting to order at 2:05 p.m. II. ROLL CALL Members Present: Members Absent: Sara O'Flynn, Chair Lee Morcus Emily Bird-Hrivnak, Vice Chair Theresa Maggio C�TY Cf)U1e'CILACTI()� Brent Wise Ai31�iZt)VF,1) --- °';:"�?���?�___._ Michael Shimer I�I?CrIVF:�) �_F�y/� ,.�}F:;� __.��—_ _�___.. Staff/Others Present: TV1�.E'TiNG DA'i'� l-l�� C�IC � `_____ Bob Spiegel, Mayor AYES: � fC�, ��„���i < � �� ���/1��'f�_--____ Dick Kelly, Councilmember N(�FS: No��e `_ Justin McCarthy, Assistant City ManagerABS�:NT: N�'('r- Kristy Kneiding, Marketing Manager AI3S'TAIN: � � Donna Gomez, Visitor Center Manager VrIZIFiED �3Y: �K l�' David Hermann, Management Analyst Original on Fite with City Cterk's Ui'fice Ruth Ann Moore, Economic Development Manager Piper Close, Full Gallop Marketing Jane Stanley, Recording Secretary Art Davis, PalmDesert.com Kimberly Bowers, The Living Desert III. ORAL COMMUNICATIONS None IV. CONSENT CALENDAR A. MINUTES OF THE MEETINGS OF OCTOBER 20, 2009. Michael Shimer moved, by Minute Motion, to approve the minutes of the October 20, 2009, meeting as presented. Motion was seconded by Emily Bird-Hrivnak and carried 5-0. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 17, 2009 V. CONSENT ITEMS HELD OVER None VI. NEW BUSINESS A. ADVERTISING CAMPAIGN UPDATE Piper Close presented a variety of layouts from a photo shoot in which two models were hired and photographed in Palm Desert. Different backgrounds were added to the layouts to reflect aspects of Palm Desert: golf, dining, and poolside. The ads freshen up the current "Plan to be Spontaneous" headline and campaign concept to reflect a sense of excitement and enthusiasm to come and experience the desert. The images can be translated to the online ads. Committee members commented on the layouts and a question was asked about adding a background to reflect shopping. Ms. Kneiding stated the ads will be targeted primarily to the Southern California area. Sara O'Flynn moved, by Minute Motion, to approve the updated advertising campaign as presented. Motion was seconded by Emily Bird-Hrivnak and carried 5-0. B. ONLINE MEDIA BUYS Ms. Kneiding explained the revised online media buy plan. At the previous meeting, the plan that was presented went through December 2009, and the revised plan goes through the rest of the fiscal year. Websites in the plan were chosen based on testing of sites that generated quality results and high conversion ratios. These results proved to be above industry average. Online Vacation Guide views have skyrocketed, resulting in reduced mailing costs. As opposed to print advertising, online advertising is more fluid and can be altered quickly if the results are not satisfactory. Website banner advertising costs are approximately $72,000 of the total $450,000 combined media buy budget. Ms. Kneiding offered to bring online data reports to the next meeting. Michael Shimer moved, by Minute Motion, to approve the online media buys for January— June 2010. Motion was seconded by Emily Bird-Hrivnak and carried 5-0. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 17, 2009 VII. CONTINUED BUSINESS None VIII. OLD BUSINESS None IX. REPORTS FROM CITY COUNCIL LIAISONS A. City Council Mayor Spiegel reported that Christmas decorations will be installed at City Hall this week. X. REPORTS AND REMARKS A. Chair Ms. O'Flynn thanked Mayor Spiegel for his support of the CVA at the latest City Council meeting. The Toys for Tots and Kettle Campaigns will kick off Thanksgiving weekend at the Gardens on EI Paseo. B. Committee Members Ms. Maggio was delighted to report that 170 members from Bighorn attended their Jack Nicklaus fundraising event on November 16. One million dollars was raised for American Lake Veterans Golf Course, designed for rehabilitation of wounded and disabled veterans. Jack Nicklaus also gave golf tips to some disabled veterans. Mr. Shimer detailed the holiday promotion being offered at Tommy Bahama's. Mr. Wise explained the changes to the WestField mall and promotions offered in preparation for the holidays. 2010 is looking bright for business at the mall. C. Staff Ruth Ann Moore conveyed that EI Paseo has twelve new stores this season. EI Paseo Village is in the grading stage. As a result of the fire last week on EI Paseo five stores were damaged. These five stores plan to be open again the week of Thanksgiving. J Russell Salon is moving to the old Morgan Stanley building. Donna Gomez updated the Committee on the restaurant promotion for 20% off food in January. So far, twelve restaurants will be participating. December 4th is the deadline for restaurants to respond. 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 17, 2009 The revised Visitor Center activity report will be ready next month. The report will include data from Facebook and Twitter. October sales and visitors were up from last year. Approximately twenty-five Chinese media and tour operators were hosted for shopping at the Gardens and EI Paseo, and Tommy Bahama's for lunch. The Visitor Center will host a holiday wreath lighting event on Friday, December 4`n including Christmas carolers, Santa and refreshments. Ms. Kneiding stated that the amphitheater reconstruction and overseeding in Civic � Center Park is continuing. The last two events for the "Concerts & Movies in the Park" series will be the Side Street Strutters on December 11th and How the Grinch Stole Christmas movie on December 1gtn XI. INFORMATIONAL ITEMS Kimberly Bowers, Marketing Director for The Living Desert, announced the grand opening of the Endangered Species Carousel, which will be on Wednesday, November 25th, coinciding with the opening of WildLights. The Halloween Harvest Happening brought in about 4,800 local people. Ms. Bowers thanked the City for its support. XII. ADJOURNMENT The meeting adjourned at 2:55 p.m. ��e�- �-�-C,�. Ja e Stanley, Recording cretary 4