HomeMy WebLinkAboutSponsor - PD Golf Cart Parade 2010 CITY OF PALM DESERT
STAFF REPORT
REQUEST: CONSIDERATION OF A REQUEST FOR FUNDING TO SPONSOR
THE PALM DESERT GOLF CART PARADE
SUBMITTED BY: Ruth Ann Moore, Economic Development Manager
DATE: June 24, 2010
CONTENTS: Title Sponsorship Proposal
Recommendation
By Minute Motion: .
1. Approve a $25,000 contribution and in-kind Public Works services for the
Palm Desert Golf Cart Parade;
2. Permit the sale, possession, and consumption of alcoholic beverages on City-
owned property in connection with the event on October 31, 2010; and
3. Authorize the closing of EI Paseo for the event.
Funds have been included in the proposed Financial Plan for 2010/2011
Community Events, Account No. 110-4416-414-3061.
Executive Summary
The Palm Desert Golf Cart Parade began 46 years ago, and is the largest parade of its kind
in the world with attendance estimated between 10,000 and 20,000. Palm Desert was the
title sponsor last year with a $25,000 contribution and in-kind services from the Public
Works Department (estimated at $5,400) for traffic control. As last year, the request is for
$35,000 plus in-kind services. Funds have been included in the proposed Financial Plan for
2010/2011 for only the $25,000 contribution and staff overtime. Therefore, staff is
recommending a $25,000 contribution for the title sponsor of the parade.
Backqround
The City has sponsored the parade for the past six years with both a cash contribution and
in-kind services from Public Works and Code Enforcement Departments.
Staff Report .
Palm Desert Golf Cart Parade
June 24, 2010
Page 2 of 2
The title sponsorship allows for the expansion of the parade including:
• Additional media and marketing event coverage that features the City of Palm
Desert.
• Enhanced shaded senior seating area.
• Enhanced interactive children's area.
Other items of interest about the Golf Cart Parade include:
• Average number of yearly entries — 86, Bands 5-8, Children's Marching Groups 5-8.
• Community in-kind contributors — Burrtec of the Desert, Electric Car Distributors,
Palm Desert Citizens on Patrol, Palm Desert Rotary, Executive Errands, and Sam's
Club.
• Number of volunteer hours — 585.
• Each year two outstanding students from Palm Desert High School receive
scholarship checks. �
This year, the committee is concentrating on outreach to expand float participation, costume
characters, and dignitaries. The children's area will be expanded with crafts and educational
and interactive games. The senior area that seats 200 will now be shaded.
The Parade Committee also requests the City Council grant permission to allow alcoholic
beverages on City-owned property. The Palm Desert Rotary Noon Club is the applicant for
the sale of beer and wine for the parade concession. The sale, possession, and
consumption of beer and wine will be limited to a beer garden area, which will be
specifically designated as such. If approved, the sale of beer and wine will be contingent
upon approval of a one-day permit issued by the Alcohol Beverage Control Board.
Fiscal Analysis
Funds are available in the proposed Financial Plan for 2010/2011 in Community Events,
Account No. 110-4416-414-3061 for the $25,000 sponsorship and overtime (estimated at
$5,400). The parade adds to Palm Desert's community atmosphere and bringing 10,000 to
20,000 residents to EI Paseo could drive revenues to the general fund.
-
��u6mit B : D artmen Head:
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uth M re conomic Development Mgr. sti McCarthy, ACM f edevelopment
C1 COUNCIL TION
A �VED Di:NiF.D
Paul S. Gibson, Director of Finance OTH�;R
RECEIVED -
Approval:
MEETING DATE�a � '/L
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John M. ohlmuth, City Manager NO[:S: l`�r1�
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Oreginal on File with Cit,y Cterlc s O!'tice
2010
City of Palm Desert Event and Title
Sponsorship Proposal
Submitted by the
Palm Desert Chamber of Commerce
Table of Contents
Title Sponsor Letter Page 2
Parade Overview Page 4
Financial Recap Page 7
Title Sponsor Package 2010 Page 8
Feedback and Appreciation Pa�e 9
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Dear Honorable Mayor Cindy Finerty and City Council ,
Palm Desert Chamber of Commerce would like to sincerely thank the City for the past support
as Title Sponsor for the Palm Desert Golf Cart Parade. The Title Sponsorship is instrumental in
the parade's ongoing success and growth! Attached is an overview that will take you through
the 2009 evenYs entirety. It was a magical day, indeed, thanks to the support and dedication of
our great City, the unique desert community and the people who define it; the thousands of
smiles said it all that day. Through the Title Sponsorship, we were able to reach out to
thousands of families--while at the same time offering the City of Palm Desert an unparalleled
branding opportunity as Title Sponsor which is detailed in this overview.
While you will be taking a much closer look into the Palm Desert Golf Cart Parade, its true
meaning becomes evident as more than a fun, colorful and festive event. The Parade serves
as a completely unique vehicle for bringing people of all ages and ethnicities together through
wholesome, community-spirited activities that celebrate and showcase the very best in family
values. This signature Valley-wide event creates an opportunity for neighbors to meet, families
to bond and for generations to come together in celebration of our unique golfing commu-
nity. We're proud to present, with the City's support, a barrier-free environment where each
child and parent and grandparent are welcome to participate in activities without a second
thought to income level, ability, ethnic background or age. And it's free to the public.
Being the largest parade of its kind in the world, it is also the longest running in the desert,
celebrating 46 years this October 31, 2010! We are so excited about our continued
partnership as well as expanding and growing the parade activities by leaps and bounds!
The Palm Desert Chamber of Commerce respectfully requests City of Palm Desert's support to
the enrichment and ongoing development of our Palm Desert Golf Cart Parade as the 2010
Title Sponsor at$35,000.00. Funds will be used to increase the size of the parade, popular
activity areas and enhance the overall parade's ability to both reach and bring together people
from all walks of life in a common celebratory parade style!
Here are just a few of the additions being presented:
• Enhanced shaded Senior seating area—additional seating, offerings
• Enhanced interactive Children's Area—additional booths, offerings
• Outreach to local schools and retirement centers
• A strong focus on school entries, band entries, dance groups
• A strong focus on service club entries
• Additional Media and Marketing event coverage
3
On behalf of the Palm Desert Chamber of Commerce, we would be honored at the prospect of
building on this great tradition and powerful impact of community connection through your gen-
erosity. On Parade Day, Palm Desert truty shines brightly! Thank you for your consideration.
If you have questions about Parade logistics, background or future, please feel free to contact
Palm Desert Chamber of Commerce President/CEO, Barbara deBoom at (760)346-6111.
Yours Truly,
Barbara deBoom
President/CEO
Palm Desert Chamber of Commerce
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Palm Desert Golf Cart Parade 2009 Overview
Title Sponsor: City of Paim Desert
The October 25, 2009 parade was the 45th annual Palm Desert Golf Cart Parade on EI Paseo.
DATE &ATTENDANCE: Originally held in July in the 60's—then fall —January—and now
back to its most popular home in the fall. The October move was an effort to take advantage of
the warmer weather, local families, school band participation and serve as a "kick off"to our
desert season. Traditionally, attendance has been highest in the fall time. Attendance has
been estimated at 10,000 to 20,000 for years.
ENTRIES: The average number of entries each year is 86. This includes 5-8 bands, 5-8
children's marching groups, many street legal carts and several "floats." The October 2008
parade had 94 on the line up including 7 bands, 5 children's groups, 11 street legal carts, 46
golf cart"float" entries and 25 miscellaneous non-profit and VIP entries.
CITY SUPPORT: In addition to the $35,000 allocated for the parade as Title Sponsor, the City
provides significant resources for police and fire, street closures and clean-up.
IN KIND COMMUNITY CONTRIBUTIONS: Burrtec of the Desert donates all of the portable
toilets and dumpsters for the event. Electric Car Distributors donates over 20 golf cars for use
of the committee and VIPs. The Palm Desert Citizens on Patrol have assisted the last few of
years. The Palm Desert Rotary always holds a pancake breakfast. Executive Errands and
Sam's Club help in the VIP Reserved Seating area. The Parade continues to be a volunteer
driven event, managed by the Palm Desert Chamber of Commerce.
VOLUNTEERS: It is estimated that volunteers spend over 585 hours putting on the parade.
At a conservative$25/hour rate, the value is $14,625. (This does not include hours volun-
teered for the pancake breakfast) Chamber staff spends an estimated 600 hours on the
parade. The value of Chamber staff hours (using the same conservative $25/hour rate) is
$15,000. (The Chamber is paid a management fee of$10,000 .) The parade simply would not
happen without the strong support of the dozens of volunteers and the Palm Desert Chamber
of Commerce Board of Directors, Staff and Membership.
CHILDREN'S AREA: The Children's Area started long ago as a face painting station and bal-
loon animal area. The popularity of the area took off, quickly utilizing the entire portion of
Larkspur near the Gardens. It now boasts of petting zoos, game stations, recycle centers, a
rock wall, magicians, arts and crafts, live music and dancing and more! The area is open from
11am to 3pm. In 2009, the Children's Area had 18 interactive sections and was noted as being
one of the best in years, thanks to continued City support.
SENIOR SEATING: A newer addition to the parade in 2008 and 20Q9 was the shaded Senior
Seating area which served 200 seniors with all the fills at no cost. Included were raffle items,
snacks and drinks, a reserved, shaded seat and even busses or carts driven right to the area.
The area quickly sold out. We learned that the south side of the street is already shaded be-
cause of the buildings and plan to move the seniors there this year and increase the size due
to.the demand. This was a new, positive venture made possible through City support.
5
Overview continued
COMMUNITY SUPPORT:
Student Reco nit�— For the last three years the parade committee has recognized two
outstanding students from Palm Desert High School. Names of finalists are submitted by the
principal with the final selection made by the committee. The student achievement award
winners ride in the parade and are presented with certificates. The October 2007 was the first
in which the two students received scholarship checks in the amount of$250.00 each and we
have been able to continue to do so, recognizing outstanding valley students.
Outreach—Management Staff and Volunteers go out into local schools, after school programs,
senior centers, retirement centers, clubs and organizations to talk about the parade and
promote the days activities. This was the first year we had put forth the effort to truly create a
`buzz' about the parade through this hands-on approach.
Other—The Parade has annually contributed parade proceeds back into the community for
educational services.
Future
The future remains bright with lots of new innovations and ideas under discussion. Parade
organizers want to bring new excitement and move the event to a higher level. This is our
commitment to a successful community-wide cavalcade of fun for all!
Newly developed features include special events before the parade to entice spectators to
come early and enjoy the festivities. Parade enhancement efforts will increase the enjoyment
of the parade itself bringing:
• more large floats
• costumed characters
• celebrities and dignitaries
The children's area will continue to be enriched with more crafts and educational and
interactive games while offering information to parents on local services and resources. For
example, at the YMCA bounce house or craft table, parents could learn about after school care
and sports programs for their family while their child plays or creates! It's win-win!
A shaded Senior seating area will be expanded and offered at no cost. 2008 was the first time
this area was available and it filled up, in 2009 we doubled that, seating 200. We would like to
continue to offer snacks, drinks, giveaways and other goodies to this growing group and need
more shaded seating.
A fancy Cart Show, pancake breakfast and family costume parade before the cart parade, will
remain family favorites as these have become staples of the event. This year we are looking to
the distributors to actually sell their carts while at the Parade. Great for business, great for pa-
rade goers in a Golf Cart friendly City!
In brining more people to the parade we will also add to the overall marketing and media
package for the 46th annual Palm Desert Golf Cart Parade as an avenue to keep people con-
nected to the event. Our pre-parade outreach to local schools and retirement centers will also
be enhanced to reach deeper into the community. Valley-wide coverage is sought.
6
Parade Promotion
The parade enjoys many media sponsors who go above and beyond in providing coverage for
this event.
Past coverage also included the Los Angeles Times, Westways Magazine, Palm Springs Life,
The Desert Guide, TravelHost and the AAA magazine and more.
News a er/Name of Station Covera e Received
The Desert Sun 2 Quarter Pa e Ads+3 feature articles
Time Warner Cable Ta ed arade; rebroadcast 2 times
EI Informador Full Pa e Ad
EZ 103 82 X:30 commercial+remote+web
Morris Desert Media 78 X:60 commercials+remote
R&R Radio 40 X:60 commercials+remote
KJJZ 13 X:60�mmercials+remote
KPLM 13 X:60 commercials
KESQ 24 X:30 commercials
KMIR 24 X:30 commercials+Production of commercial
KVER 24 X:30 commercials+remote
KPAX 60 X:30 commercials+Production of commercial
Website Desi n&hostin
Printed Pro ram 2 Versions: Inside Palm Desert Sun and a Parade Created FI er
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Financial Recap
Year Income Exaense Net Notes
09 $55,630 $29,720 $39,729 Retained Reserves*
Cut expenses, More
sponsorship involvement
for services
08 $68,000 $48,000 $18,200 Retained Reserves*
New Website Launched,
New Senior Area, Various
Event Enhancements.
07�oor� $53,457 $48,202 $5,255 Upgraded Silver Circle
New management staff
07(�an) $48,985 $57,175 ($8,190) Cart Agility Competition &
Golf Cart Show debut
Parade moved from January fo Ocfober, thus two parades in 2007
06 $38,452 $45,414 ($6,962) New Website,
Ebay Auction,
NO Silent Auction
04 $37,574 $40,104 ($2,530)
03 $35,011 $36,216 ($1,205)
02 $27,321 $35,747 ($8,426) Electric Car Mixer,
Silver Circle debut
01 $34,490 $29,515 $4,975 Lee lacocca, Saturday
Night Street Party
*It is the goal of management and organizers to retain one year reserves
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The�i�t Float for the 2008 Parade:
City of Palm Desert F�oat
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The City of Palm Desert 2010 Title Sponsor Package
Interview/mentions with the Valley's most stimulating radio talk shows, includina:
Dan McGrath The Joey English Show
Desert Cities Business Report The Steve Kelly Show
Get a Life with Francoise Rhodes Live with the Coach
Appearances/mentions on at least one hiqh-profile local mornina T.V. show:
KMIR KESQ CBS and Eye on the Desert
Opportunities for publicity mentions. both pre-and post-event with print media:
The Desert Sun Palm Springs Life
Interview mentions in interviews with Hispanic media:
EI Informador KUNA AM/FM/TV
Inclusion in all press releases leading up to the Golf Cart Parade, includinq:
2009 Announcement, Selected Theme, Golf Cart Show, Children's Area, Senior Area
Feature placement of loqo and editorial content on the official website:
www.golfcartparade.com (front page placement)
Lo4o prominentiv placed on all pre-Parade arint advertising in:
The Desert Sun, Palm Desert Sun, EI Informador, Business 2 Business,
Official Parade Program
Parade dav interviews on radio stations such as:
EZ-103 KKUU-FM KPLM-FM
KCLB-FM KDES-FM JACK-FM
Additional promotion and recognition:
Signage along Parade Route
Signage at Children's Area and Senior Seating Area's
Logo on signage, programs used by Parade Day volunteers and attendees
Public address acknowledgement during announcement of winning floats
10 Seats in VIP seating area, the"Silver Circle"
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The Feedback and Appreciation Pages
From the 2009 Palm Desert Golf Cart Parade
Title Sponsor City of Palm Desert
It was another great year for the golf cart parade—you guys do such an amazing job! We were very
happy to participate and overall al!the VIP parade goers seemed to enjoy themselves. When you strike
up a committee for next year, let me know and!will be there. Congratulations again and All the best,
Leslie Spoor, Executive Errands
Another awesome parade and we were thrilled to be a part of it.
Craig Michaels, Musical Affair Entertainment and Theme Contest Winner.�
Congratulations to everyone involved in making the parade such a success. It was terrrfic! The new VIP
seating worked well. I heard many positive comments. In my opinion it's a keeper.
Dennie Marks, Your Promotional Products
Barbara, PD CC Staff, Ambassadors, volunteers.........FABULOUS PARADE. Kudos to fhe whole staff.
Joe Dikdan.
Thank you for/etting us participate, we handed out hundreds of coloring books and stickers.
Ramon Perez, California Highway Patrol, lndio Area Public Information Officer
This was our first parficipation in The Golf Cart Parade and we look forward to taking part again next
year. Our school only has 50 students with ages ranging from kindergarten to 6th grade. We had a won-
derful time. Thanks for a/l your efforts.
Best wishes, Evrille Bortz, Head of School
This was such a fun event to be involved in. You and your team had everything very organized which
made it so easy for us. The only thing that was hard for us was walkers keeping up. So next year well
figure out how to do that better.
Thanks Char!Beauchaf, Shadow Mountain Labradood/es
Good Morning, Katie. I know that you must be one very tired lady. 1 want to take this time to thank you
on behalf of River Springs Charter School/Palm Street Academy in Indio for the opportunity to partici-
pate in the Golf Cart Parade. This was a greaf opportunity to show off our students and our school as
well as give our students, staff and parents the experience of being part of a parade from the inside and
not jusf experiencing it as spectators. We hope to retum next year, with a cart and be ready to compete
in the judging for the School Spirit award. Our fhanks to aIl of your staff and fhe wonderful people of
Palm Desert.
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My very favorite part of fhe activities was the recognition and applause that our students received along
the way. That acknowledges and reinforces, to our children, that what they are doing(being students
and community participants)is the right thing to be doing. My other favorite part of the activities was the
misfing station area because it was such a long wait for our kids and other participants and it gave eve-
ryone the opportunity fo cool down and rest. What a great idea!
Great event--thanks to you and your associates. The Salvation Army enjoys fhe opportunity to "do its
thing". FYI--the second location on the south side of Ocotillo was the busiest--thank you for agreeing to
let us have a "water station"there. We set up on the sidewalk to not obstruct the parade conclu-
sion. Worked out well.We have been hesitant to aggressively promote our role in providing water for the
parade participants--however, 1 would like fo explore ways our efforts could be acknowledged. Could
wemeet and share some thoughts?
Lothar, Salvation Army
For us, the kids had a great time, it's a great first parade experience for them. The length is perfect,
check in and feeding into the actua/parade went really smoothly. We love the change of sending the
bands behind CPK now! Much easier for parents to pick up there.
Thanks again for keeping fhis great community tradition going year after year.�If was well organized and
we had a great fime. Audrey Shuman, Administrative Director, Music Educationa!Services, Inc.
This was my first time so as a newbee ... WHAT A BLAST!Parents and kids alike had a great time and
the exhibits were amazing.� Thanks to Fran and Katrina who were pivotal in helping me know where and
what 1 should be doing!So many foiks there were 'pros"and most easily went with the flow. My only
comment for improvement was one regarding fhe map. We gave the map to all of our participants and
the/isted drop off and pickup locations different from where the actually ended up.At fhe end our par-
ents were to pick up rheir kiddos at the CPK but our group was routed left. It made collecting instruments
and connecting kids and parents a little more difficult but no harm no foul, we didn't lose any kids,)!
All in all everything was ternfic and we had great time and 1 certainly know what I can do better next
year.i Thanks again, Sheri Carter, Gerald Ford Elementary
Thanks to all of you for the terrific job you all did for the parade this year.
Sincerely, Jim Sullivan
It was just wonderful having a reserved seat in a comfortable shaded area for the Golf Cart Pa-
rade! You volunteers could not have been nicer or more personable. You spoiled us by keeping us
supplied with water, soda, raffle, and a real surprise, lunch. Thank you so very much for making us Sen-
iors feel like true VIP's!! We'll be back next year.
Sincerely, Barbara Steffens
Thank you so much for hosting our group yesterday. I asked one of the women if she had a good time,
her reply was "1 had a ba//". Warm Regards,
Dan Kohler, Director of Activities, Mission Hills Senior Living
Thank you for hosting the VIP SeniorArea at today's Golf Cart Parade. The accommodations were su-
perb and the staff was most helpful. Our congratulations to whoever figured out that the south side of EI
Paseo was a preferable location, shaded by The Gardens, with amp/e parking in the rear. We only wish
that we had been told when we called the Chamber to make our reservation thaf a box lunch would be
provided, so we didn't have to pack out lunch. We noticed several other couples who also brought their
own lunch.
Bob and Judi. Saunders
11
It was a great parade.
Thanks,
Harpo
Katie if it wasn't for you none of this would be possib/e, I thank you for all your efforts and your sacrificed
time you put into this event. I commend you for you dedication as well. I don`t think enough people know
just how hard you work on this event so 1 just wanted to tell you thaf. Have a great day.
Neal Stephenson, Palm Desert Fire Department
We thoroughly enjoyed the parade. Next year- We would like ALL Golf Carts to be decorafed to match
the Theme. My son took these very expressive photos so use them as needed. We have been a family
of the desert since 1962. My mom and sister still live, work, and shop there. We gathered here for this
special event.
I just wanted to say thank you for putting on such a great eventl My team and 1 had a ton of funl We
are looking forward to being a part of it next year and my team is already planning out how they will
decorate our golf cart. This year was a learning experience for us. Our balloons only lasted until the
parade started�! But my team nad a lot of fun and it was a great event! Hats off to you again for putting
it together.i I attached some pics for your enjoyment! Have a great day and I'!1 talk to you soon!
James Suer, General Manager, Red Robin La Quinta
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