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HomeMy WebLinkAboutMrkting Cmte - 01/26/10• PALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, January 26, 2010 - 2:00 p.m. Administrative Conference Room I. CALL TO ORDER Sara O'Flynn called the meeting to order at 2:00 p.m. II. ROLL CALL Members Present: Sara O'Flynn, Chair Emily Bird-Hrivnak, Vice Chair Lee Morcus Kimberly Bowers Stephanie Loog Marlane Wolf Michael Shimer Members Absent: CIC ctii6;&waitvgbUni,r APPROVED RECEIVED MEETING DATE - -//-PCB,'o AYES:IeftsCn > r5rr3o'i Ke//ji, leee l ;ber NOES: � 00/IC i J ABSENT: Nen� Staff/Others Present: ABSTAIN: Robert Spiegel, Councilmember VERIFIED Justin McCarthy, Assistant City Manager Original on Kristy Kneiding, Marketing Manager Donna Gomez, Visitor Center Manager David Hermann, Management Analyst Ruth Ann Moore, Economic Development Manager Piper Close, Full Gallop Marketing Jane Stanley, Recording Secretary III. ORAL COMMUNICATIONS Nu/1c_ BY: /_DK/rg File with City ClcrI s Office City Clerk Rachelle Klassen swore in the three new members of the Marketing Committee: Stephanie Loog, Marlane Wolf, and Kimberly Bowers. IV. CONSENT CALENDAR A. MINUTES OF THE MEETINGS OF DECEMBER 15, 2009. Michael Shimer moved, by Minute Motion, to approve the minutes of the December 15, 2009, meeting as presented. Motion was seconded by Lee Morcus and carried 4-0. New Committee members abstained because they were not present at the December 15 meeting. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 26, 2010 V. CONTINUED BUSINESS A. SELECTION OF COMMITTEE CHAIR AND VICE CHAIR Michael Shimer moved, by Minute Motion, to continue having Sara O'Flynn serve as Chair and Emily Bird-Hrivnak as Vice Chair. Motion was seconded by Lee Morcus and carried by unanimous vote. VI. NEW BUSINESS A. MID -YEAR BUDGET UPDATE Ms. Kneiding explained the areas of the budget that had been identified for cost savings at the upcoming mid -year budget review. The total of identified savings is $160,775. Councilmember Spiegel explained to the new members that because the City was experiencing a reduction in general fund revenues, all City departments have identified areas for savings and cuts. Upon question by Mr. Morcus, Justin McCarthy estimated there could be a five percent cut, but staff would have a better idea after fourth quarter sales tax numbers are reported at the end of February. City departments have been directed to act as if the cuts are approved. Stephanie Loog suggested a possible area for cost savings would be to have the monthly BrightSide newsletter posted on the website instead of printing and mailing it. Ms. Kneiding said that the post office has strict regulations for the bulk mail rate. Also, there were no July and August editions last year, which saved money. Mr. McCarthy said this issue has been discussed before. The concern is that the BrightSide is a primary communication tool for Palm Desert residents. He asked Ms. Kneiding to put together an option package to get an idea of price points for printing and mailing. Mr. Spiegel reported that the Marketing Committee will have an opportunity to review next year's budget prior to it coming before the Council. Ms. Kneiding thanked Ms. Loog for the suggestion. With next year's budget coming soon, she would appreciate any ideas or input from the Committee by the next meeting. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 26, 2010 Lee Morcus moved, by Minute Motion, to receive and file the Mid -Year Budget Update. Motion was seconded by Sara O'Flynn and carried 7-0. B. PALM SPRINGS DESERT RESORTS COMMUNITIES CONVENTION AND VISITORS AUTHORITY OUTLINE Ms. Kneiding presented a report she had generated outlining the CVA's structure, marketing, and sales efforts to bring convention and group business to the Coachella Valley. Palm Desert is currently a member of the CVA but not the organization's Business Improvement District (BID). Mr. Morcus is Chairman of the Hospitality Industry Business Council (HIBC). He reported how the CVA is operating at a more efficient and more effective level than in previous years. Teams are building programs, strategies, tactics and budgets to bring more travelers to the Valley with the goal of generating sustainable, vital, year- round economic growth and stability, not just tourism dollars. Mr. Spiegel explained to the new members how the BID works. If Palm Desert were to join the BID, CVA dues would be reduced and there would be more money available for the City's general fund. Ms. Loog asked if there was a plan to bring more direct flights to the Palm Springs Airport. Discussion ensued about the airport and flights. Ms. Kneiding said she would research the cooperative marketing opportunities available with the CVA. She also said she would obtain the CVA 2009 annual report for the Committee members. Sara O'Flynn moved, by Minute Motion, to receive and file the Palm Springs Resorts Communities Convention and Visitors Authority Outline. Motion was seconded by Lee Morcus and carried 7-0. VII. INFORMATIONAL ITEMS A. VISITOR CENTER REPORT Donna Gomez explained the report and mentioned that sales activity has increased and January visitor numbers are very good. B. ADVERTISING DEMOGRAPHICS Ms. Kneiding explained that the presented spreadsheet summarizes general information about print media, where we advertise, and the demographics associated with that media. The older demographics are targeted in print, 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 26, 2010 whereas the younger people are reached online. It is interesting to note that New York, Illinois, Texas and the UK always show up as a top market even though we don't do any paid advertising there. If marketing dollars become available, these markets would be good to advertise in. WestJet Airlines out of Calgary, Canada, will have year-round service to Palm Springs. As a result, the Valley will be tied to any airline that has Calgary as a hub. C. DISCOUNT DINING PROGRAM UPDATE Ms. Gomez reported that the program involving 38 Palm Desert restaurants has been well received. Approximately 6,000 coupons have been distributed. She will meet with the restaurant owners next week to discuss the results and get their input for possible future promotions. Mr. Spiegel mentioned that May/June would be a possible time for another promotion. Justin McCarthy credited Mr. Spiegel for presenting the idea for this promotion. VIII. REPORTS AND REMARKS A. Chair Ms. O'Flynn indicated that The Gardens experienced an increase in sales for November/December. She also mentioned several future store openings. The Gardens will host the CVA's FAM tour on February sixth in connection with Restaurant Week in June. The Gardens is also teaming with The Living Desert to host a "Wild Bunch" event on February seventh. The concert series to benefit 12 local charities will begin on Saturday upcoming. B. Committee Members Ms. Bird Hrivnak reported that "The Real Housewives of Orange County" filmed at the Marriott Desert Springs and the episode will be airing on February 4th. Athleta, high -end women's sports apparel, will be having a photo shoot that will be featured on the Banana Republic website. Michael Shimer commented that it could be beneficial to have the discount dining program during Restaurant Week because many restaurants would not be able to be involved in Restaurant Week. Kimberly Bowers reported on the February 24th event called "Brew at the Zoo", which will target a younger audience and teams with local restaurants. Visitation at the zoo is down about 10%, but group sales are up 25% over last year. The Children's Discovery Center will be opening fall 2010. 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 26, 2010 Stephanie Loog forecasted more foreclosures and REO's on the horizon, but there is also a lot of purchasing activity as well. She manages the Bank of America offices located in the former Countrywide building on Highway 111 between Monterey and San Pablo. Marlane Wolf said that market research activity took a nosedive in 2009, and many companies put a freeze on business travel. Mr. Morcus stated that with the current economy, corporate travel is no longer viewed as a necessity; it is now a discretionary expense. The Federal government has also discouraged travel. Businesses have to make tough decisions because of these challenges. C. Staff Ruth Ann Moore reported that on El Paseo 15-18 businesses have opened. Third Corner Wine shop and Bistro is under construction in the former Palomino site and should be opening in the April -May timeframe. Ms. Moore oversees various special events in the City as well as the El Paseo Business Improvement District. She mentioned several upcoming events including Fashion Week. IX. REPORTS FROM CITY COUNCIL LIAISONS Mr. Spiegel informed the Committee that Council recently approved allowing Circus Vargas at the Westfield Mall. Even though the circus has been coming to the Valley for years, this is the first time it has been in Palm Desert. X. ADJOURNMENT The meeting adjourned at 3:40 p.m. Jage Stanley, Recofding Secretary 5