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Home My WebLink AboutMarketing Cmte - 6/15/10 � y_. PALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, June 15, 2010 - 2 p.m. Administrative Conference Room I. CALL TO ORDER Sara O'Flynn called the meeting to order at 2:03 p.m. II. ROLL CALL Members Present: Members Absent: Sara O'Flynn, Chair Lee Morcus Emily Bird-Hrivnak, Vice Chair Theresa Maggio Marlane Wolf Stephanie Loog Michael Shimer Kimberly Bowers Staff/Others Present: Jim Ferguson, Councilmember Justin McCarthy, Assistant City Manager '��f��'�(',L��T'�''`' Kristy Kneiding, Marketing ll�lanager `��'�'i��'�`��-o----- "'' '�� — -- - David Hermann, Management Analyst �l�'��''�� f �: ° ��':�� ----___- -- . _ Jane Stanley, Recording Secretary - Jessica Stephens-Walke, PSDRCCVA �}'JE'C1NG DATF, �1-�. -a�>/ �> _ _ PSDRCCVA AYF.S: ' � Er . � ��a��}�', i��,l�,��,v _ Mark Graves, Nc�rs: �1�r��- � Mark Kiehl, Palm Springs Airport A�3SFNT: 1�1t��ne- ABSTAIN: III. ORAL COMMUNICATIONS YERIFIED BY: T Original op File with City Cler 's Office None. IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF MAY 18, 2010. Michael Shimer moved, by Minute Motion, to approve the minutes of the May 18, 2010, meeting as presented. Motion carried by unanimous vote. V. CONSENT ITEMS HELD OVER None APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JUNE 15, 2010 VI. NEW BUSINESS A, PRESENTATION AND CAMPAIGN REQUEST BY PSDRCCVA—AIR SERVICE CO-OP MARKETING Mark Graves and Jessica Stephens-Walke from the Palm Springs Desert Resorts Communities Convention and Visitors Authority (PSDRCCVA) were in attendance to make a presentation regarding the Air Service Co-op Marketing opportunity. The proposed cooperative partnership is between the CVA, the member cities, the Palm Springs International Airport, WestJet and Alaska Airlines. The program began in 2007 with Alaska Airlines, and WestJet was added last year. The goal is to maintain and grow air service with target markets of western Canada and the Pacific Northwest. The proposed marketing timeline is August to November 2010 in Western Canada, and October 2010 and January to February 2011 in the Pacific Northwest. The proposed funding is $150,000 from the CVA and $25,000 from each participating city for a total of$250,000 to $300,000. Mark Kiehl from the Palm Springs Airport mentioned that this campaign is supported by the airport because it targets the biggest markets and the primary carriers. WestJet has seen year over year growth in traffic, and starting June 2010 is offering year-round flights to Canada. Upon question, Mr. Kiehl stated that according to surveys taken, $75 million is spent yearly in the Coachella Valley from the Canadian market. Mrs. Walke outlined the proposed media for the campaign, including print, online, in- flight and public relations. Additionally, travel trade and outdoor advertising will be added in western Canada, and radio ads will be used in the Pacific Northwest. Added value from the airlines will include "preferred partner" media rates, discount offers for bookings, promotional tickets, and airline website homepage exposure. Mr. Graves added that the key partners have honed some effective strategies from the past years' campaigns. Ms. Kneiding said that in the past this co-op opportunity had a cost of$50,000, and it was just with Alaska Airlines. Mrs. Walke anticipated four to five valley cities will participate in this marketing opportunity. She added that the creative portion will be presented to the participating cities for their approval, and a report of the results will be available at the end of the campaign. Marfane Wolf moved, by Minute Motion, to approve staff recommendation to support the CVA air service development campaign in the amount of$25,000. Motion was seconded by Michael Shimer and carried 5-0. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JUNE 15, 2010 B. CVA/ CMG / CTTG CO-OP ADVERTISING PROGRAM Mr. Graves and Mrs. Walke presented this advertising opportunity with the California Travel and Tourism Commission (CTTC) and Custom Marketing Group (CMG). The two groups have partnered to produce a United States and Canada cooperative marketing program. A multi-page, advertorial print insert will be created and inserted into various upscale magazines and Canadian newspapers. Budget Travel magazine and three newspapers have been added from the previous campaign, with an estimated program reach of 2.6 million affluent leisure travelers in key markets. The $12,500 participation level is for half of a page. As a bonus, an e-blast will be distributed to a database of 25,000. Ms. Kneiding added that the iPad has an app for online magazines through Zinio.com. With this app, the print insert can be downloaded as a posted magazine title. She also mentioned that the City is participating in the "Cool Pools and Summer Deals" campaign with the CVA that is already underway. Kimberly Bowers moved, by Minute Motion, to approve the staff recommendation to participate in this cooperative opportunity with the CVA in the amount of$12,500. Motion was seconded by Emily Bird-Hrivnak and carried 5-0. VI1. CONTINUED BUSINESS None VIII. OLD BUSINESS None IX. REPORTS FROM CITY COUNCIL LIAISONS A. Jim Ferguson reported that last week Council approved the installation of Wi- Fi equipment on EI Paseo from Portola Avenue to Highway 74, which will provide free wireless internet. This will be a test area with the goal of Wi-Fi coverage in all commercial shops in Palm Desert. The users' network sign-on page will provide another marketing opportunity for the City. X. REPORTS AND REMARKS A. Sara O'Flynn reported construction of EI Paseo Village and the expansion of The Gardens is ahead of schedule and mentioned the new stores that will be opening. B. Michael Shimer was pleased to report that over 500 people took advantage of Restaurant Week at Tommy Bahama's. 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JUNE 15, 2010 Kimberly Bowers recapped The Living Desert's "Quarters for Conservation" campaign starting July 1St, and mentioned there will be a special event on July 4tn Emily Bird-Hrivnak mentioned the upcoming "Nick Your Stay" campaign at the Marriott. C. Kristy Kneiding informed the Committee that Athena Award nominations are now open. Nominations are due the end of July and the luncheon will be October 20th at Palm Valley Country Club. The Concerts in the Park series will conclude on July 4tn Ms. Kneiding indicated that the two marketing opportunities approved at this meeting will be forwarded to City Council on July gtn She thanked the sub-committee for assessing the thirteen submissions for creative services. They narrowed the submissions to three —Scott Burch Design, Off Madison Ave., and Greenhaus. These three agencies will make presentations to the entire Committee at a special meeting on July 2gin Justin McCarthy informed the Committee that Council authorized the City Manager to finalize a lease with the Palm Springs Art Museum to occupy the Visitor Center building and negotiate a lease for space on EI Paseo to relocate the Visitor Center. XI. INFORMATIONAL ITEMS A. Visitor Center Report — Since Donna Gomez was not present at the meeting, members discussed the numbers and noted that nothing in the report raised a red flag. XII. ADJOURNMENT The meeting adjourned at 3:50 p.m. �� , 'I(,i.�CL�;9i,�-��- Jan�Stanley, Reco ding Secretary 4