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HomeMy WebLinkAboutC31390 Marketing and Design Services at Desert Willow Golf ResortCITY OF PALM DESERT STAFF REPORT REQUEST: APPROVE CONTRACT NO. C31390 WITH BLUE MOON ADVERTISING IN AN AMOUNT NOT TO EXCEED $85,500 FOR MARKETING AND DESIGN SERVICES AT DESERT WILLOW GOLF RESORT FOR AN 18-MONTH PERIOD SUBMITTED BY: Donna Gomez, Visitor Center Manager CONTENTS: Blue Moon Advertising Contract Desert Willow Summary of Work DATE: December 8, 2011 Recommendation By Minute Motion: 1. Approve an 18-month contract with Blue Moon Advertising in an amount not to exceed $85,500 for marketing and design services for Desert Willow Golf Resort. 2. Authorize the City Manager to execute said Agreement. Funds have been allocated in the Desert Willow Fiscal Year 2011/12 Operating Budget, Fund 520, for the first six (6) months of the contract. 3. Approve subsequent twelve months (12) funding subject to Fiscal Year 2012/13 budget approval. Background In December 2009, the City Council approved contracting with Blue Moon Advertising to provide marketing and design services for Desert Willow Golf Resort. Since that time, the KemperSports management team has been extremely pleased with the partnership that has resulted in a repositioning and strengthening of its advertising and marketing efforts. Specifically, Blue Moon has managed the design, production and bidding processes associated with the development of Desert Willow's collateral materials, has optimized its advertising program and media buys, and assisted with development of its ad campaign while contributing to its overall branding, image and marketing efforts. Staff Report Blue Moon Advertising — Desert Willow Marketing December 8, 2011 Page 2 of 2 The original contract ran for 12 months and expired in December 2010. A one year extension was granted which allowed Blue Moon to provide services through December 2011. The City of Palm Desert's management contract with KemperSports Management expires June 30, 2012, or June 2013 if a one-year extension is approved at this same Council meeting. Because of the timing of their contract with the City, KemperSports is requesting that Blue Moon's contract run concurrently with that contract which would be the requested 18-month time period. Blue Moon Advertising is proposing to maintain its current pricing structure of $4,750 per month for the entire 18-month time period. This pricing appears to be very competitive and in -line with current market rates for the services they intend to provide within their scope of work. Retaining Blue Moon will allow for a continuity of service and brand messaging while taking advantage of Blue Moon's media buying skills and ability to acquire added value for Desert Willow's marketing program. Fiscal Analysis Funds are available for the first six months of this contract within the FY2011/12 Desert Willow operational budget at $28,500. The subsequent twelve (12) months funding would be contingent upon the approval of the Fiscal Year 2012/13 Desert Willow operational budget at $57,000, for a total of $85,500 for the 18-month contract period. Submitted By: Donna Gomez, Visitor Center r aul S. Gibson, Director of Finance o� n- M. Wohlmuth, City Manager Department Head: McCarthy, ACgfoj Redevelopment CITY C�OUD_ILAC'N� ION API'RO DrN ET) DECEIVED OTHER - MEETI G DA E L141L:L.� AYES.J 17�, YI Qlnl �, 1"Cli7�'11J. NOES: (JY1 ABSENT: �% ABSTAIN: 4�— VERIFIED BY: Original on File with City erk's Office c:\users\dgomez\documents\wpdocs\donna\staff reports\blue moon dw staff report 12-8-11.doc ,.MCCN Contract No. C31390 Agency of Record Agreement Desert Willow Golf Resort (Client) hereby agrees to enter into a contract agreement for a period of 18 months from 1/1/2012 to 6/30/2013 to hire Blue Moon Advertising (Agency) as their advertising agency of record. A sixty-day written notice is required to change and/or cancel this agreement by either party. Agency and Client agree to the following terms and conditions, as well as any terms and conditions outlined in Agency's estimates, media charts and/or invoices. Client also authorizes Agency to produce tangible personal property for your account from time to time as approved by Client. In producing the finished products, it is expressly understood that all materials purchased by Agency to complete the property to be produced, passes to Client at the time of purchase and prior to any use by Agency. Such materials may include, but are not limited to: artwork, illustrations, photography, typography, Photoshop, film work, scans, Photostats and prints, dies, logos and taglines, and other materials needed to prepare the finished product. It is understood and agreed that Agency will be acting as the exclusive advertising agency of record. As such, Agency is authorized to contact and employ third -party advertisers in various mediums including print, radio, television, billboard or internet as agreed upon by the parties or deemed advisable by Agency in its representative capacity. It is agreed that Agency will be paid a monthly Agency Service fee of $4,750.00 payable to the agency on the 15th of each month. The fee will cover the 5 points below plus the scope of services on page 1 and 2. • All account service time • Production supervision • All clerical labor • Invoice reconciliation where needed and requested for media invoices • All meeting time, no mileage reimbursement Scope of Services to be provided: Maintain branding consistency of all the advertising and collateral materials to KemperSports, Desert Willow Golf Resort and the City of Palm Desert Standards. Print Media Campaigns for 2012-2013 a. Catering campaign for weddings (one ad template per year) b. Social events (one ad template per year) c. Holiday advertising (one ad template per year) d. Meeting ads for 2012/2013 (one ad template per year) e. Golf Academy Campaign (Branding) (one ad template per year) f. Local Print Media Campaign for Restaurant & Bar (one ad template per year) Agency of Record Agreement 1 Contract No. C31390 g. Summer VIP Card 2012 (one ad template) Summer VIP Card 2013 (one ad template) Platinum Card 2012/2013 (one ad template) h. Winter 2013 Golf Image (National) (one ad template) i. Winter & Spring Food & Beverage Entertainment Schedule 2012-2013 (one ad template) 2. One :60 second radio commercial 3. Blue Moon will send out an RFP to all prospective advertisers and supply information for FY2012/2013, FY2013/2014 Budget 4. Approximately 10 types of collateral pieces to be revised, not including printing. The proposed revisions may include: a. Facility rack brochure revisions b. Direct mail piece (one per year) c. Rate card (one per year) d. Catering insert individual sheets (revise or create up to 4) e. Golf Show Promo Piece (one per year) f. Golf Academy program inserts (revise or create up to 7) g. Lobby Poster Template h. Scorecard revision (one per year) i. Up to 3 additional items to be determined according to the Resort's needs 5. As directed, assist in the coordination of all local, regional, and national marketing efforts with regard to all Clients selected advertising mediums, (golf operations, catering, weddings, restaurant, golf academy and various special events). 6. Provide concept, design, production, and copywriting services necessary to maintain and/or improve the quality and appearance of a broad spectrum of marketing materials generated on behalf of Desert Willow Golf Resort. To include: creative concept creation, pricing, copywriting, ad resizing and updating ads, as well as print coordination, digital photography, photo retouching, and creating and sending PDFs or electronic files to appropriate vendors. 7. Agency will utilize KemperSports advertising discounts when available on all advertising placements. No commissions to the agency will be paid by Desert Willow Golf Resort. All media will be invoiced net direct to Desert Golf Willow Resort. The agency will use either KemperSports negotiated rate or the Agency's rate whichever is less. 8. Provide estimates on all Agency expenses outside of the scope of the Retainer Agreement, and ensure that all work performed on behalf of Desert Willow Golf Resort (including but not limited to printing, photography, copying, shipping, and delivery) be billed to Desert Willow Golf Resort at net amounts. 9. Work closely with Desert Willow's Marketing Team which consists of the Director of Sales and Marketing, Director of Catering Sales, General Manager, Regional Sales and Marketing Director of KemperSports, Vice President of Marketing for KemperSports and the Director of Sales and Marketing City of Palm Desert. Agency of Record Agreement 2 Contract No. C31390 10. Provide monthly reports summarizing project activities, future planning and achievements. 11. Manage the calendar of due dates for all marketing activities to insure timely production and execution of all marketing programs assigned. 12. Attend a monthly meeting with Desert Willow Golf Resort Management to provide coordination and reporting on all marketing efforts. 13. Provide the Client with media tracking and provide copy of all materials to the Client. 14. All outside work, such as, but not limited to printing, photography, illustrations for example will be billed to client net direct. 15. Blue Moon will provide liability insurance to Desert Willow Golf Resort naming the City of Palm Desert and KemperSports as a beneficiary. Any additional agency costs will be estimated in advance for client approval. No work shall be authorized by either client or agency without a signed estimate by client. Client specifically holds harmless and indemnifies Agency for any and all advertising costs as a result of any placement of advertising by Agency with any medium or third party. Client agrees to pay all invoices for such advertising medium or third party thorough Agency only and may not directly contact or pay the advertising medium. It is expressly understood that Agency takes no financial responsibility for any and all materials or media placed, and the only credit being established is that of the client. Invoices for all work performed by Agency whether for advertising placement, creative design, internet or other work shall be billed to the Client as incurred. Unless objected to in writing within a period of ten days, all invoices submitted by Agency will be deemed conclusive of the work performed, approval of the quality of the work shall be conclusive of the amount owed to Agency for such services. Client agrees to pay Agency within 30 days of receipt of invoices. Client agrees that all design work, creations including but not limited to: advertising, internet, business cards, stationery, billboards, or other medium shall be the exclusive work and property of Agency until invoices for such work are paid in full. Client agrees not to utilize any such design work in the event payment to Agency is not made in full, in a timely manner. Client agrees that the design work of Agency constitutes proprietary work to which Agency is entitled to a temporary restraining order or injunctive relief, without posting a bond to prohibit Client from utilizing such design work without payment to Agency. Approved: CITY OF PALM DESERT John M. Wohlmuth City Manager Date: BLUE MOON ADVERTISING, INC. Edward Rubenstein President Date: Agency of Record Agreement BlueMoon Advertising at Desert Willow Golf Resort Over the last two years BlueMoon Advertising (BM) has assisted Desert Willow Golf Resort with all aspects of Marketing and Public Relations, duties include the following: 1. Send out Annual Request for Proposals to all of the following media partners. BM is very aggressive in negotiating great rates and added value such as online banner ads, email blasts, and advertorial. We are currently working with the following media partners: Golf Digest (National) Pacific Northwest Golfer Magazine (Seattle and Portland) Cascade Golfer Magazine (Seattle and Portland) Golf Channel (National) Meeting Focus West Magazine (Western US and Canada) Inside Golf Canada (Vancouver BC) Desert Golf Magazine (Scottsdale, Las Vegas, Reno, Coachella Valley) Desert Golfing Digest (Coachella Valley) Palm Springs Life (Coachella Valley) The Desert Sun (Coachella Valley) Inland Empire Magazine (Riverside County) Exquisite Weddings Magazine (Orange County, San Diego) 2. Collateral , Logo Design and Production Property brochure (New Taglines) Rate Cards Wedding Brochures (New Tagline) Wedding Menu (Templates) Lobby Poster (Templates) Palm Desert Golf Academy (New Logo Design) Palm Desert Golf Academy Brochure Platinum Club Card (New Logo Design) Meeting Focus West Promotional Video BM supplies 3 bids to DW staff for all Print Projects 3. Communication with Media Partners All DW Approved Artwork is sent directly to all media partners by BM BM tracks all Media deadlines to insure materials are delivered in a timely manner BM communicates with all Media Partners regularly to insure DW is included in all Advertorial, Editorial and added value online media such as email Blasts and Banner Ads BM seeks out and presents any offers they receive from all media to DW Staff for consideration BM always inserts a traceable URL in all print and banner ads so DW can see what media partnerships are working Over the last 2 years BlueMoon Advertising has developed a very strong working relationship with Desert Willow Golf Resort's General Manager and Sales & Marketing Director. They have continually exceeded expectations by their aggressive negotiating skills with our media partners. They have pushed DW's Media partners to give more print Editorial and Advertorial and online. Included in this packet you will notice several examples of their fine work.