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HomeMy WebLinkAboutSponsor - Fashion Wk El Paseo 2011CITY OF PALM DESERT/PALM DESERT REDEVELOPMENT AGENCY STAFF REPORT REQUEST: CONSIDERATION OF A REQUEST FOR FUNDING TO SPONSOR FASHION WEEK EL PASEO 2011 SUBMITTED BY: Ruth Ann Moore, Economic Development Manager DATE: June 24, 2010 CONTENTS: Fashion Week EI Paseo 2011 Proposal and 2010 Results Fashion Week Sponsorship Agreement (Contract No. c29400) Recommendation By Minute Motion: 1. Approve a$50,000 sponsorship for the 2011 Fashion Week Event; 2. Authorize up to $10,000 in-kind City services and fees; 3. Authorize the use of the Agency-owned lot at the northeast corner of Shadow Mountain and Larkspur; 4. Permit the consumption of alcoholic beverages on Agency-owned property; and 5. Authorize the Mayor/Chairman to execute the sponsorship contract. (contra�t rro. c29400) Funds have been included in the proposed Financial Plan for 2010/2011 Community Sponsorships, Account No. 110-4416-414-3062. Executive SummarK This will be the sixth year for Fashion Week with continuing growth in events and attendance. Last year's sponsorship was for $50,000, and the contract included in-kind services. The only in-kind services used were staff for coordination with no overtime, and the waiving of related permit fees for special events and tent inspections estimated at $600. As listed in the sponsorship agreement, the value of advertising and public relations to the City totals $112,795. This does not include the related stories generated on local TV, radio and newspaper, or the articles generated on websites throughout the world. Last year, the total paid advertising and the publicity generated, if purchased, was estimated at over $1 million. Staff Report Fashion Week 2011 Sponsorship June 24, 2010 Page 2 of 3 Committee Recommendation The Marketing Committee reviewed the results of the 2010 Fashion Week, and unanimously recommended to City Council the continuing sponsorship of this signature City event. Backqround Fashion Week EI Paseo, coordinated by Palm Springs Life, began in 2006 with three evening fashion shows held 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 EI Paseo. Other significant highlights from the 2010 Fashion Week include: • Seventy-seven merchants participated this year by conducting in-store events during the week. • Fifteen Palm Desert restaurants participated by providing food during events including the food & wine tastings. • Fifteen EI Paseo merchants were featured in the opening evening fashion show featuring clothing available on the street. • Attendance for the event was over 6,000 for the evening tent events, up from 4,200 last year. • Of the 6,000 in attendance, 42 percent were from out of the Coachella Valley. • Daily cars counted at The Gardens increased by 28 percent during Fashion Week over other days in March. • Of the 36 stores at The Gardens reporting daily sales, total sales increased over other days in March by more than $93,000 each day of Fashion Week. This totaled $651,000 in additional sales attributable to the week for just The Gardens. � Local charities received $65,300 as a result of Fashion Week activities. � Fashion Week coverage in editorial, news, and paid programming totaled over $1 million. • Fashion Week was picked up and featured on over 150 websites throughout the world. Fashion Week EI Paseo has become a unique, signature event for Palm Desert that is perfectly timed to encourage out of town guests to visit the City and patronize its shops, restaurants, and hotels. Spurred by the significant exposure that the City receives from its Fashion Week sponsorship via advertising, public relations, and online and direct marketing efforts, these visitors help generate the sales tax and transient occupancy tax revenues that put money straight into the City's general fund. G\rda\Ruth Ann Moore\word data\STAFF REPORTS\Fashon Week 2011 Staff Report.doc Staff Report Fashion Week 2011 Sponsorship June 24, 2010 Page 3 of 3 A full list of benefits for the presenting sponsorship is included in the attached proposal. At the May 18, 2010, Marketing Committee meeting, the committee was unanimous in its recommendation to the City Council for a$50,000 sponsorship for Fashion Week EI Paseo's 2011 event. Fiscal Analvsis Funds for the $50,000 sponsorship have been included in the proposed Financial Plan for 2010/2011 Community Sponsorships budget. No staff overtime will be required, only coordination. Fees to be waived for Planning and Building & Safety as related to the special event and tent inspection are estimated at $600. The amount of publicity generated by the event and the advertising opportunities available with the sponsorship far exceed $50,000. In addition, the evidence of weekly sales generated by the stores at both The Gardens and the other tenants on EI Paseo adds revenue to the general fund. Submitted By: ___.____._._.� ;����%��� Ruth Knn Moor , Economic Development Mgr. � Paul S. Gibson, Director of Finance G�G'!/� il� Wohlmuth, City Manager/Executive Director CITY COUNCILA�TION APPROVED DENIED RECEIYED OTHER ment MEET�G DA �/� ' �� � ` � r����� AYES:� �I -� Sl� �r NOES: x �`� �� ` ABSENT: �����- AI3STAINr ��1f' ; VERIFIED BY:..��.��ilY� Original on File with City�lerk's Office G:\rda\Ruth Ann Moore\word data\STAFF REPORTS\Fashon Week 2011 Staff Report.doc Department Head: El pasEo Fashion Week a 2011 Title sponsorship opportunity Presented to City of Palm Desert A event. May 13, 2010 Kristy Kneiding Marketing Director City of Palm Desert Dear Kristy: We would like to thank the City of Palm Desert for the support they have shown Fashion Week El Paseo in the past five years.Without your support, both logistically and financially Fashion Week El Paseo would not have been possible. As we look forward to the 6th Annual Fashion Week El Paseo we respectfully request that the City of Palm Desert be a Title Sponsor with a contribution of $50,000.00.On the following pages we have recapped this year’s event that demonstrates Fashion Week’s success in 2010 not only for the event itself, but also for merchants, restaurants, etc. in Palm Desert. Sincerely, Michael A. Mathews Marketing Director Palm Springs Life FASHION WEEK EL PASEO 2010 ATTENDANCE Total Attendance 6,123 Geographic Composition of Attendees Coachella Valley 58% Out-Of-Market 42% California Los Angeles County 8% May 13, 2010 Kristy Kneiding Marketing Director City of Palm Desert Dear Kristy: We would like to thank the City of Palm Desert for the support they have shown Fashion Week El Paseo in the past five years.Without your support, both logistically and financially Fashion Week El Paseo would not have been possible. As we look forward to the 6th Annual Fashion Week El Paseo we respectfully request that the City of Palm Desert be a Title Sponsor with a contribution of $50,000.00.On the following pages we have recapped this year’s event that demonstrates Fashion Week’s success in 2010 not only for the event itself, but also for merchants, restaurants, etc. in Palm Desert. Sincerely, Michael A. Mathews Marketing Director Palm Springs Life FASHION WEEK EL PASEO 2010 ATTENDANCE Total Attendance 6,123 Geographic Composition of Attendees Coachella Valley 58% Out-Of-Market 42% California Los Angeles County 8% fashion week el paseo2010 recap aTTenDanCe Total attendance 6,123 Geographic Composition of attendees Coachella Valley 58% Out-Of-Market 42% California Los Angeles County 8% Orange County 7% San Diego County 4% North/Central CA 4% outside California Canada 6% Washington 2% Oregon 4% Alaska 1% Arizona 1% Illinois 1% Minnesota 1% Nevada 1% Rhode Island 1% Wisconsin 1% www.palmspringslife.com May 2010 Palm Springs Life 85 Purveyors of fine fashion, accessories, décor, and spa services based on El Paseo opened the event with trunk shows, Fashion’s Day Out, and the Runway Bar El Paseo Fashion Show. Then interior designers tried their hands at high fashion, creating outfits from décor materials and inspiration from a museum exhibition of world- class art. Exotic fashions and an exciting show of student designers’ collections preceded the hot-hot-hot men’s night, and the finale featured designer of the week Colleen Quen. Two days of Fashion Food & Wine, a new event that added a daytime, foodie dimension to the week, was followed by the official closing party hosted by Melissa Morgan Fine Art on El Paseo. continued from page 23 022_05PSL10_Fashion WeekA.indd 85 4/16/10 4:39:54 PM BUsiness The Gardens on El paseo Additional sales reported during Fashion Week: 2010 $654,668 2009 $448,350 Increase of traffic during Fashion Week over average traffic in the month of March: 2010 28% 2009 21% Cactus Flower shoes Largest week in 36 years El paseo stores who reported sales increases during Fashion Week Aveda 8% increase Between The Sheets 20% increase Brighton Collectibles 7% increase Cactus Flower Shoe 15% increase Café des Beaux-Arts 5% increase Chico’s 16% increase Harry & David 8% increase Vilebrequin 18% increase Wayne’s Collection 14% increase partner Hotels Desert Springs J W Marriott Inn at Deep Canyon Agua Caliente Renaissance Parker partner Food services Segovia Aegis Living Jensen’s Davey’s Sammy G’s East Meets West Ristorante Donatella fashion week el paseo2010 recap BUsiness continued after-party locations Costa’s Augusta J Russell! The Salon Melissa Morgan Fine Art Wally’s Desert Turtle The Parker Viceroy Gift Bag Promotional opportunity Cactus Flower Shoes Optical Shops of Aspen Vilebrequin Agua Caliente Time Warner Girl Scouts Betty Ford Center Westin Mission Hills Wellness Center Palm Springs Art Museum Charities cumulatively received $65,300 as a result of Fashion Week activities. Abolish Slavery Coalition American Red Cross Barbara Sinatra Children’s Center Coachella Valley Rescue Mission The Culinary Institute of America Desert AIDS Project Desert Best Friend’s Closet Desert Paws Guide Dogs of the Desert Hacienda Valdez Healing Horses Hike 4 Hope Martha’s Village & Kitchen National Charity League Shelter From The Storm Shriner’s Hospital for Children TOMS Shoes Variety – The Children’s Charity Vitamin Angels MeDia CoVeRaGe Fashion Week media coverage in editorial, news and paid media Editorial and News • 8 Press releases sent to 51 local outlets and 1,000 plus out-of-market • 10 TV appearances • 6 Radio interviews • 16 Newspaper stories • 150+ Website stories paid Media • TV - 1293 thirty second spots $127,000 • Radio – 686 sixty second spot $24,010 • Printed collateral – 95,000 units $42,000 • On-line banners – 134,009 views $5,000 • On-line newsletters – 45,000 readers $2,000 • 18 Full page magazine ads — 1,515,380 readers $195,000 ToTaL VaLUe Paid & nonpaid $1,045,012 fashion week el paseo2010 recap A Gallery Fine Art Adagio Galleries Ambiente Ana Cetina Salon & Spa Augusta & Denise Robergé Jewelry and Insanity Aveda Baccarat Banana Republic BB•One b. alsohn’s jewelers Bare Escentuals Between the Sheets BG’s Eclectic Brighton Collectibles Brooks Brothers Cactus Flower Shoes Café des Beaux-Arts Chamilia at Kantor Chico’s Christian Hohmann Fine Art Coda Gallery Coldwater Creek Cos Bar d. marco Dani C Denise Robergé Art Gallery Denise Robergé Jewelry Don Vincent Menswear Draper’s & Damon’s Dwight Polen Eileen Fisher El Paseo Jewelry Elegante Jeweler Facets Fine Jewelry Frasca Jewelers Fresh Produce Gail Jewelers Garant Gallery The Gardens on El Paseo Insanity It’s Sensational J. Crew J. Russell! The Salon J. Stephens Shoes JC’s Patio Café Jewelry Box Josie’s on El Paseo Karl Vasquez Labonte Salon & Spa Martha’s Mister Marcus Nicole Optical Shop of Aspen Origins Pak Mail Palm Desert Fireplace Rachel’s Secret Ralph Lauren Raphael’s Salon Rangoni Firenze Shoes Riga Designs Robert’s Fine Shoes Roberto Madera Salon Shear Hair Design She She Sherry Mesa The Salon Soma Intimates Spectacular Shades Tiffany & Co. Tommy Bahama’s Tropical Café Trio Troy Vilebrequin vonWening Art Wayne’s Collection White House / Black Market 77 sToRes PaRTiCiPaTeD WiTh in-sToRe eVenTs MeRChanT PaRTiCiPaTion saturday, March 20 • The Shops on El Paseo – “Trunk Event” 4 stores participated sunday, March 21 • FASHIONS DAY OUT! 29 merchants participated • GREAT CUT-OFF 7 salons participated Monday – sunday, March 22 – 28 • Fashion Runway Bar- 16 stores participated • ASID designers - 17 participated • Restaurants & Caterers – 50 participated • In-Store Events – 77 participated May 13, 2010 Kristy Kneiding Marketing Director City of Palm Desert Dear Kristy: We would like to thank the City of Palm Desert for the support they have shown Fashion Week El Paseo in the past five years.Without your support, both logistically and financially Fashion Week El Paseo would not have been possible. As we look forward to the 6th Annual Fashion Week El Paseo we respectfully request that the City of Palm Desert be a Title Sponsor with a contribution of $50,000.00.On the following pages we have recapped this year’s event that demonstrates Fashion Week’s success in 2010 not only for the event itself, but also for merchants, restaurants, etc. in Palm Desert. Sincerely, Michael A. Mathews Marketing Director Palm Springs Life FASHION WEEK EL PASEO 2010 ATTENDANCE Total Attendance 6,123 Geographic Composition of Attendees Coachella Valley 58% Out-Of-Market 42% California Los Angeles County 8% Fashion Week El Paseo has realized tremendous growth since its beginning five years ago. Each year the attendance and participation by merchants and restaurants has grown substantially. Fashion Week 2009 had a 30% growth over the previous year and Fashion Week 2010 experienced a 50% growth in attendance over 2009. The addition of Fashion Food and Wine embraced a substantial increase in restaurant participation from Valley restaurants and brought a new audience to Fashion Week. The consistent feedback that we have received from the community is that Fashion Week El Paseo has become a major event in Palm Desert and one not to be missed. Merchants on El Paseo have generally experienced a positive impact to business. THE FUTURE It is our vision and goal to grow Fashion Week El Paseo into a signature event for the City of Palm Desert bringing it to a level matching The South Beach Food & Wine Festival. While that event is focused on Food and Wine, Fashion Week El Paseo is focused on fashion. As demonstrated in the past couple of years, we have embraced fashion apparel, art, interior design, food and wine. We will continue to strive to embrace other elements of the business community into our programming that fit within the definition of fashion. Additionally, we will continue to support charities through various channels. To accomplish this goal we remain committed to the event and will continue to strive to make Fashion Week El Paseo the place to go and be seen by tourists and our part- and full-time residents. 5 Vitamin Angels MEDIA COVERAGEFashion Week media coverage in editorial, news and paid media. Editorial and News 8 Press releases sent to 51 local outlets and 1,000 plus out-of-market 10 TV appearances 6 Radio interviews 16 Newspaper stories 150+ Website site stories Paid Media TV - 1293 thirty second spots $127,000 Radio – 686 sixty second spot $ 24,010 Printed collateral – 95,000 units $ 42,000 On-line banners – 134,009 views $ 5,000 On-line newsletters – 45,000 readers $ 2,000 18 Full page magazine ads – 1,515,380 readers $195,000 TOTAL VALUE $1,045,012 MERCHANT PARTICIPATIONSaturday, March 20 The Shops on El Paseo – “Trunk Event” 4 stores participated Sunday, March 21 FASHIONS DAY OUT! 29 merchants participated GREAT CUT-OFF 7 salons participated Monday – Sunday, March 22 – 28 Fashion Runway Bar- 16 stores participated ASID designers - 17 participated Restaurants & Caterers – 50 participated CONCLUSION 4 fashion week el paseotitle sponsorship PRe eVenT • PALM DESERT included in all public relations efforts Value: $2,000 • PALM DESERT included on all marketing print collateral – San Diego Magazine, San Diego Home & Garden, Los Angeles Magazine, Orange Coast Magazine, Coast Magazine, Portland Monthly, Vancouver Monthly and Phoenix Monthly Value: $10,000 • Sponsor logo/link and editorial on calendar - PalmSpringsLife.com Value: $5,000 • Six hundred (600) ten (10) second commercial spot tag opportunity during March 2011 Value: $10,000 • Approx 2200 ten (10) second commercial spot tag opportunity in March 2011 Value: $20,000 • Logo included on 145,000 billing inserts (Time Warner Desert Cities Cable) in March 2011 Value: $2,000 • One page in 2010/11 El Paseo Catalogue (40K distribution) Value: $4,375 • Full page 4 color ad in 2010 Fashion Week Official Program (35,000 copies) Value: $2,895 • Editorial coverage on Fashion Week web site Value: $2,000 • Logo included in Palm Springs Life sponsored event ads, i e Steve Chase Program, etc Value: $2,000 • Logo on Save the Date E-blast (22,000 opt-in subscribers) Value: $500 • One time access to Palm Springs Life magazine subscriber database (16,000) Value: $2,000 • Use of Palm Springs Life VIP database list (400) available for one time use Value: $1,200 • Logo on Fashion Week ad in the November, December, January, February and March issues of Palm Springs Life (25,000 per month – total for five (5) months 125,000 circulation) Value: $3,285 on siTe • Logo on stage walls in main Fashion Week tent all week Value: $2,000 • Special signing inside of the tent Value: $5,000 • Option to showcase your product or service in a boutique in the main Fashion Week tent all week Value: $3,000 • Logo on nightly programs (4,000 copies) Value: $1,000 • Product placement opportunity in the finale fashion show gift bag (approximately 600 attendees) Value: $1,000 • Option to host a private event in the Fashion Week main tent (cost borne by sponsor) Value: $4,000 • PALM DESERT logo printed on the back of all Fashion Week tickets Value: $1,500 fashion week el paseotitle sponsorship hosPiTaLiTy • Twenty Four (24) invitations to every Fashion Week event with VIP seating ($340 per ticket) Value: $8,160 • Ten (10) VIP lounge tickets at after parties throughout the week Value: $1,000 • Signage at after parties Value: $1,000 PosT eVenT anD MoRe • Logo on full color ad in May Palm Springs Life recap Value: $650 • Logo on recap video with photos sent to all ticket purchasers - VIPs, etc Value: $3,500 • Logo/link on 2010/2011 www.shopelpaseo.com. Value: $1,000 • Logo/link on Fashion Week newsletter Value: $1,000 • Post-Event coverage in Palm Springs Life “The Social Scene” (22,000 distribution) & PalmSpringsLife.com Value: $2,500 • Exclusivity in your category of business. Value: $5,000 • Recap 60 days after conclusion of event. Value: $1,000 onLine • Logo/link on fashionweekelpaseo.com and listing on sponsor section for one year Value: $2,000 • Logo/link on PalmSpringsLife.com and listing on sponsor section for one year Value: $5,000 • Palm Springs Life / Desert Guide creative banner package - 50,000 impressions, 7 banners Value: $2,625 • PalmSpringsLife.com monthly electronic newsletter ride-along ad, 22,000 opt-in subscribers Value: $1,200 • Coverage of private event in Sand and Sea (100,000 visitors) Value: $1,200 ToTaL VaLUe: $122,890 Fee For the rights and benefits that are accorded a Title Sponsor of Fashion Week 2011, we require a sponsorship fee of $50,000 We are happy to work with you to make adjustments to the proposal to meet your marketing goals and objectives fashion week el paseo2011 Budget ReVenUe 2010 2011 Revenue Revenue Budget Sponsorships 203 5 205 0 Runway Bar 17 5 18 0 Other Revenue 100 5 115 0 Total Revenue 321.5 338.0 CosTs Commissions 13 5 14 0 Sponsorship Benefits 6.8 7.0 Program Costs 13 4 14 0 Event Production 231 8 240 0 Promotion 20 3 25 0 Overhead 33 0 35 0 Total Costs 318.8 335.0 Contribution $2.7 $3.0 May 18, 2010 303 North Indian Canyon Dr Palm Springs, CA 92262 760-325-2333 www palmspringslife com 1 USponsorship Agreement Fashion Week El Paseo 2011 This sponsorship agreement is made between Desert Publications, Inc. d/b/a Palm Springs Life and the City of Palm Desert, USA for the exclusive purpose of defining the obligations of both parties in fulfilling the “Title Sponsorship” being purchased for Fashion Week El Paseo by The City of Palm Desert. Under this agreement, Palm Springs Life shall produce Fashion Week El Paseo on March 20 – 27, 2011 and provide to the City of Palm Desert the following: PRE EVENT • PALM DESERT included in all in and out of market public relations efforts Value: $2,000.00 • PALM DESERT included on all in and out of market print collateral including San Diego, Los Angeles, Orange County, Seattle, Portland and Vancouver. Value: $20,000 • Sponsor logo/link and editorial on calendar - PalmSpringsLife.com Value: $5,000 • Six hundred (600) ten (10) second radio commercial spot tag opportunity during March 2011 Value: $10,000 • Approx 500 ten (10) second television commercial spot tag opportunity in March 2011 Value: $25,000 • Logo included on 145,000 billing inserts (Time Warner Desert Cities Cable) in March 2011 Value: $2,000 • One full page 4 color ad in 2011 Fashion Week Official Program (35,000 copies) Value: $2,895 • PALM DESERT logo/link on Fashion Week website for one year. Value: $2,000 • Logo included in Palm Springs Life sponsored event ads, i.e. Steve Chase Awards Gala Program, American Heart Association, etc Value: $2,000 • Logo on Save the Date E-blast (22,000 opt-in subscribers) Value: $1,000 • Use of Palm Springs Life VIP database list (400) available for one time use Value: $1,200 • Logo on Fashion Week ad in the November, December, January, February and March issues of Palm Springs Life (22,000 per month – total for five (5) months 110,000 circulation) Value: $3,285 ON SITE • Logo on stage walls in main Fashion Week tent all week Value: $2,000 • Special signing inside of the tent Value: $5,000 • PALM DESERT logo on each Fashion Week show program (4,000 copies) Value: $1,000 • Product placement opportunity in the finale fashion show gift bag (approximately 600 attendees) Value: $1,000 • Option to host a private event in the Fashion Week main tent (cost borne by sponsor) Value: $4,000 • PALM DESERT logo printed on the back of all Fashion Week tickets Value: $1,500 2 HOSPITALITY • Sixteen (16) invitations to every Fashion Week event with VIP seating ($340 per ticket) Value: $5,440 • Ten (10) VIP lounge tickets at the official After Parties throughout the week Value: $1,000 • Signage at the After Parties Value: $1,000 POST EVENT AND MORE • Logo on full color ad in May Palm Springs Life recap Value: $650 • Logo on recap video with photos sent to all ticket purchasers - VIPs, etc Value: $3,500 • Logo/link on 2009/2011 www.shopelpaseopalmdesert.com Value: $1,000 • Post-Event coverage in Palm Springs Life “The Social Scene” (25,000 distribution) & PalmSpringsLife.com Value: $2,500 • Recap 60 days after conclusion of event Value: $1,000 ONLINE • Logo/link on fashionweekelpaseo.com and listing on sponsor section for one year Value: $2,000 • Logo/link on PalmSpringsLife.com and listing on sponsor section for one year Value: $5,000 • PalmSpringsLife.com creative banner package - 50,000 impressions. (Valid from March 2011 through December, 2011.) Value: $2,625 • PalmSpringsLife.com monthly electronic newsletter ride-along ad, 22,000 opt- in subscribers Value: $1,200 TOTAL VALUE: $112,795 In consideration of the above Sponsor agrees: ¾ To pay a Title Sponsorship fee of $50,000 by December 1, 2010. All payments are non-refundable except in the case of cancellation of the event. ¾ In addition to the above, City of Palm Desert to supply in-kind services in an amount not to exceed $10,000 This contract is non-cancelable except by mutual agreement. This contract represents the terms and conditions to purchase a sponsorship to Fashion Week El Paseo 2011 only and does not bind the two parties to any unrelated agreement. AGREED: AGREED: Michael Mathews Cindy Finerty Marketing Director Mayor Desert Publications, Inc. City of Palm Desert, CA Dated: April 24, 2010 Dated: