Loading...
HomeMy WebLinkAboutMinutes - Marketing Committee June 21, 2011PALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, June 21, 2011 — 2 p.m. Administrative Conference Room Rachelle Klassen, City Clerk, swore in Jennie Rayner as the latest member of the Marketing Committee. Ms. Rayner was appointed by City Council on April 28th to fill the unexpired term of Kimberly Bowers. Sara O'Flynn welcomed and introduced Ms. Rayner to the Committee. Ms. Rayner is the Director of Park Services at The Living Desert. I. CALL TO ORDER Sara O'Flynn called the meeting to order at 2:00 p.m. II. ROLL CALL Members Present: Members Absent: Sara O'Flynn, Chair Jenna LeMaster Emily Bird-Hrivnak, Vice Chair Theresa Maggio Joined the meeting at 2:05 Marlane Wolf Joined the meeting at 2:05 Stephanie Loog Joined the meeting at 2:05 Rolf Hoehn CITY COUNCIL ACTION Michael Shimer APPROVED_ DENTED Jennie Rayner RECEIVFD-. -OTILER Staff /Others Present: MEETING DIATE S'-� I Robert Spiegel, Councilmember Ayt,:�SrcYO�S� Jan Harnik, Councilmember NOES;: — � Donna Gomez, Visitor Center ManagerARSF:NT: David Hermann, Management Analyst ABSTAIN: Jane Stanley, Recording Secretary VERIFIED BY I°5 a1 m Original on File with City Clerk's Office III. ORAL COMMUNICATIONS None IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF MAY 17, 2011. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JUNE 21, 2011 Rolf Hoehn moved, by Minute Motion, to approve the minutes of the May 17, 2011, meeting. Motion was seconded by Emily Bird-Hrivnak and carried 3-0-2. Jennie Rayner and Michael Shimer abstained. Jenna LeMaster, Theresa Maggio, Stephanie Loog and Marlane Wolf were absent. V. CONSENT ITEMS HELD OVER None VI. NEW BUSINESS A. RECOMMENDATION FOR MARKETING COMMITTEE SUMMER SCHEDULE Donna Gomez stated that the Committee has previously gone dark in the month of August. Michael Shimer moved, by Minute Motion, that the Committee go dark for the month of August. Motion was seconded by Emily Bird-Hrivnak and carried 5-0. Jenna LeMaster, Theresa Maggio, Stephanie Loog and Marlane Wolf were absent. At this point, Theresa Maggio, Stephanie Loog and Marlane Wolf arrived at the meeting. B. CONSIDERATION OF MARKETING PLAN FOR FISCAL YEAR 2011- 2012 Ms. Gomez distributed the revised Marketing Plan, which incorporated the comments and input from the Committee, City staff, and the City's online marketing agency. The document is an internal working document to guide and direct the marketing efforts over the next fiscal year. Ms. Gomez requested support of the document so it can be taken to City Council for their consideration in July. Sara O'Flynn remarked that the plan is very thorough and detailed and she wanted to be sure that The Gardens is included in the portion where Westfield is mentioned. Stephanie Loog observed that all the efforts are directed at vacation tourism with nothing regarding people that live here. Theresa Maggio mentioned that she had noticed this also. Ms. Gomez stated that a lot of this kind of effort falls under the Economic Development Department, but a goal, strategy, or tactic could be added to address this market. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JUNE 21, 2011 Mr. Spiegel said that Rancho Mirage and La Quinta spend a lot of their marketing dollars locally. Responding to question, Ms. Gomez stated that she had seen La Quinta's marketing plan, which is very limited due to budget cuts. They participate in co-ops to increase their marketing efforts. She also stated that there is a strategy in the Palm Desert plan to leverage some valley -wide events such as the Coachella Festival. The Committee agreed with Marlane Wolf that Ms. Gomez had done a great job and the Marketing Plan is very helpful. David Hermann reported that staff had shared the Committee's thoughts regarding PD Style magazine at the last City Council meeting. The $60,000 budgeted for this item has been decreased from $110,000 last year. After discussion with the Desert Sun, solutions they suggested were: (a) lower quality paper stock, (b) decrease the number of issues, or (c) change the way the magazine is distributed. Staff does not find these options favorable. Council has directed staff to ask the Marketing Committee to reevaluate PD Style within the context of the Marketing Plan and return with a recommendation. Ms. Gomez stated that previously the Committee had unanimously decided to recommend not moving forward with PD Style. Council wanted to be sure the Committee did not want PD Style, or something like it, to be included in the Marketing Plan. Rolf Hoehn moved to reconfirm the previous Marketing Committee recommendation to not allocate funding for PD Style magazine. Michael Shimer seconded the motion. Mr. Hoehn expressed that a change in the quality of the piece changes the perception of what the magazine represents. The funds could be better invested in other ways to draw people to Palm Desert. Theresa Maggio added that some Bighorn members take pride in the fact that Palm Desert has its own magazine and is stepping out from all the other communities. She wanted to abstain from a vote because she was not present at the meeting in which the recommendation was made to discontinue funding for PD Style. Ms. Loog mentioned that there was an ad for another city in one issue. If Palm Desert were to have its own magazine, it should only be promoting Palm Desert. Ms. Harnik was impressed with the quality of the magazine, and did not like the idea of lowering the quality. 9 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JUNE 21, 2011 Upon question Mr. Hermann noted that the magazine is distributed only to Palm Desert residents through the newspaper and mail. It is also made available at local attractions and hotels. Jennie Rayner questioned if the desired market would be reached without having PD Style. Ms. Gomez responded that there is a component within the plan that covers local advertising. She added that the rack rate for the eight pages of content is valued at $60,000, which is how the budget amount was figured. It was hoped that the Desert Sun would raise the additional $50,000 from advertising to cover the remainder of the cost. If the Committee recommends moving forward with PD Style, Council would have to appropriate $50,000 from the General Fund. Mr. Shimer believed that El Paseo magazine, which is published through Palm Springs Life, seems to be a better image piece of Palm Desert, and perhaps there could be a collaboration, or perhaps the BrightSide could be augmented. Ms. O'Flynn reiterated that quality was the initial purpose of the magazine. The motion to reconfirm the previous Committee recommendation was put to vote and it carried 7-0-1 with Jenna LeMaster absent and Theresa Maggio abstaining. Marlane Wolf moved, by Minute Motion, to approve the Marketing Plan with the addition of the comments made today. Motion was seconded by Sara O'Flynn and carried 8-0. Jenna LeMaster was absent. VII. CONTINUED BUSINESS A. CONSIDERATION OF THEME FOR 2012 COMMUNITY CALENDAR Mr. Hermann reminded the Committee that Mr. Spiegel had asked for the Marketing Committee's support for the 2012 community calendar. The request today is to get some ideas for a theme that would make the calendar a marketing piece that works for residents as well as for visitors. Mr. Spiegel started the discussion by stating that he envisioned photos highlighting the main Palm Desert attractions rather that emphasizing a theme. Ideas that were discussed included: (a) "The Sun Shines a Little Brighter in Palm Desert," (b) "It's Always the Season in Palm Desert," (c) "The Cultural Center of the Valley," (d) What's there to do in Palm Desert?, (e) "Hidden Treasures" (focusing on little-known interesting places showing the diversity of Palm Desert), (f) "Treasures Every Step of the Way" (El fH APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JUNE 21, 2011 Paseo's tagline), (g) "Hidden Secret Gems/Locations" recommended by local people with a testimonial quote from them, and (h) main attractions with a hidden treasure inset (such as the spa at the JW Marriott). The Committee agreed that the last idea (h) was the theme they would like to suggest. Mr. Hermann will contact each Committee member with ideas for photos because new ones would need to be shot. There was no motion for this item. VIII. OLD BUSINESS None IX. REPORTS FROM CITY COUNCIL LIAISONS A. City Council Mr. Spiegel reported that City Council will be voting Thursday on the Committee suggestion for $25,000 in additional funding for 2012 Fashion Week as well as the City's budget. He added that 40% of those attending Fashion Week were from outside the area. The Aquatic Center Grand Opening is this Saturday, June 25�h. He invited the Committee to go see the facility, which includes an Olympic -sized pool. Operations will be run by the YMCA with Karen Creasey as the manager. It is forecast that the City will lose $700,000 to $900,000 each year to maintain the center. Upon question, Mr. Spiegel stated that the pool is available for national events. Mr. Hermann added that children under 18 years old will be required to take a swim test before being allowed to use the giant slide and the large pool. Ms. Harnik noted that Fashion Week is an asset to the City and is gaining international attention. X. REPORTS AND REMARKS A. Chair Ms. O'Flynn stated that foot traffic has slowed down but is still up from last year. She invited the Committee to try the great "happy hours" offered by the restaurants on El Paseo. 5 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JUNE 21, 2011 B. Committee Members Rolf Hoehn furnished an update on the Indian Wells/Palm Desert Rock 'n' Roll Marathon. Funding for public safety and some marketing will go before the Indian Wells City Council on July 7tt'. The Competitor Group, who is running the event, covers all the other expenses. It is projected to be on the Palm Desert City Council agenda July 14th. After both City Councils approve the event, the official announcement will be made and the planning will move ahead quickly. Without any national marketing, 600 people have already signed up with 7,500 expected to participate. A large health fair is planned at the Tennis Garden with exhibitor spaces and sponsorships available for sale. There may be an opportunity for both cities to have an informational booth at the health fair. Since the marathon is on New Year's Eve, Ms. Maggio suggested using the 2012 calendar as a tie-in promotional item. Theresa Maggio was happy to report that the 30th property has been sold at Bighorn since January 1. About 18 homes are currently under construction. She also described the Beverly Hills "Rodeo Drive Concours D'Elegance" which she and 30,000 people attended on June 19th. The theme was "Art of Italian Motoring" and she felt it was the most organized and well run event she has ever seen. She believes an event like this would translate well to El Paseo. Jennie Rayner stated that The Living Desert has had the best May attendance since they have kept records. A new program inviting families to beat the heat and have fun activities outdoors will be on weekends in July. The program is called "Ice -Age Weekends" and offers special give- aways and animal shows. Upon question, Ms. Rayner explained that most visitors come to The Living Desert between 9 a.m. and 10 a.m. Emily Bird-Hrivnak described the renovation currently underway at the JW Marriott in preparation for its year -long 25th anniversary celebration. C. Staff Ms. Gomez reported that new Visitor Center monument sign and directional signs will be completed in 4-6 weeks. Ms. Gomez described the current CVA promotion called "Summer Retreat: Cool Pools, Hot Rates." The promotion was successful last year and has been expanded to target the drive market mid -May through the summer. Advertising is being done with newspaper inserts, online, and radio. Hotels, restaurants and local attractions are participating. Mr. Hoehn mentioned that he had heard the radio commercial and it was very good. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JUNE 21, 2011 Ms. Gomez mentioned that on July 10 the City Council will be considering the Marketing Plan, PD Style, and the JNS Advertising contract. If Council approves the Marketing Plan, the Committee can then offer direction to the ad agencies regarding the creative advertising campaign. XI. INFORMATIONAL ITEMS A. Visitor Center Report Mr. Spiegel noted the reduced numbers at the Visitor Center. In response, Ms. Gomez said she is preparing a Request for Qualifications to seek out a consultant for advice on merchandising and displays. Ms. Maggio mentioned that the merchandising person at Bighorn would be happy to offer advice. XII. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 3:15 p.m. Jarie Stanley, Reco ing Secretary 7