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HomeMy WebLinkAboutMinutes - Marketing Committee May 17, 2011( E t PALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, May 17, 2011 — 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: Sara O'Flynn, Chair Jenna LeMaster Theresa Maggio Marlane Wolf Stephanie Loog Rolf Hoehn Members Absent: Michael Shimer Emily Bird-Hrivnak, Staff /Others Present: Robert Spiegel, Councilmember Justin McCarthy, ACM for Redevelopment Donna Gomez, Visitor Center Manager Ruth Ann Moore, Economic Development Manger Jane Stanley, Recording Secretary III. ORAL COMMUNICATIONS None IV. CONSENT CALENDAR V. Vice Chair A. MINUTES OF THE ADJOURNED MEETING OF APRIL 26, 2011. Rolf Hoehn moved, by Minute Motion, to approve the minutes of the April 26, 2011, meeting. Motion was seconded by Theresa Maggio and carried 6-0. CONSENT ITEMS HELD OVER CITY COUNCIL ACTION APPROVED DENIED None RECEIVED (11 Q4 10 OTHER MEETING DAI AYES: 17-I&A NOES: ABSENT: _. ABSTAIN: VERIFIED BY: APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 17, 2011 VI. NEW BUSINESS A. REVIEW OF RESULTS OF FASHION WEEK 2011 AND CONSIDERATION OF FUNDING FOR 2012 EVENT Michael Mathews from Palm Springs Life thanked the City for their continued support and played two DVD's that summarized 2011 Fashion Week El Paseo and Food & Wine Festival. He also distributed the May 2011 issue of Palm Springs Life, which contains a 37-page feature story on Fashion Week, as well as the Recap and Title Sponsorship Proposal. A similar feature on the Food & Wine Festival will be in the June issue of Palm Springs Life. Mr. Mathews reviewed the information in the Recap. Highlights from 2011 Fashion Week include: • 33% increase in attendance over last year • significant increase in sales at The Gardens • 381 in-store events occurred throughout the week on El Paseo 0 $121,690 to area charities as a result of Fashion Week activities • first time using PR Newswire, who sent press releases throughout the U.S. • KNEWS radio broadcast on location each day • 63,000 units of collateral distributed. The Title Sponsorship Proposal benefits listed are valued at $1,105,629 with the 2012 sponsorship request being $75,000. Highlights of the Food & Wine Festival include: • 36% increase in attendance over last year • parallel media campaign with Fashion Week • only aligned with premium wineries • Jensen's offered wine tasting and on -site purchase and sold a lot of wine • partnered with James Beard award winning celebrity chefs and the Culinary Institute of America • the first Food & Wine Festival endorsed by the James Beard Foundation. The Title Sponsorship Proposal benefits listed are valued at $447,173 with the 2012 sponsorship request being $50,000. For 2012, there will be more pre -events to build up momentum prior to Fashion Week. Mr. Mathews read aloud the conclusion page of the Recap, which lists five considerations for the 2012 event, one being adding 48,000 square feet of artificial turf. Later in the discussion he reported that the outside patio area had been created by Farley Pavers, which included a fireplace and fountains. Farley Pavers donated the materials and labor. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 17, 2011 Upon question by Mr. Hoehn, Mr. Mathews clarified that the advertising values listed in the Recap are the costs if the item was paid for. Ruth Ann Moore asked with the proposed increase if there is an expectation for increased attendance. In response, Mr. Mathews stated that in part the plan is for increased media reach and out-of-town events to drive interest to the event. As pictured in the video, the Food & Wine event was very crowded, so the plan is to expand the stages outside because it is extremely costly to enlarge the tent. They will also be working with top-notch fashion designers. Mr. Hoehn asked if the income statement was available and was there a profit? Mr. Mathews stated the profit was very small, and he can make the financials available. He added that sponsorships will determine whether or not the experience can be enhanced next year. He clarified that the Total Value is figured at 100% because the Palm Desert & El Paseo names are on everything and the event is held in Palm Desert. Even if the valuation were cut by half, it would still be $500,000. Mr. Mathews recounted that the direction given was to create a signature event for the City of Palm Desert and to be careful to grow the event in such a way that it continues to be successful. Retailers can rally around this event and create activity to drive traffic to their store, which is evidenced by the number of in-store events that occurred. The media value of the in-store events was not figured into the Total Value. Mentioning that the whole event is such an asset to the shopping district, Sara O'Flynn wondered why the two sponsorship requests were separate from each other. Ruth Ann Moore mentioned that at one point the Palm Desert sponsorship was up to $150,000. The philosophy was to seed the event so that it could become successful and other sponsors could be reached during the growth period. When sponsorship was cut to $50,000, Palm Springs Life needed to get creative. They brought in the Food & Wine event, which had been a Palm Springs event having sponsors but no venue. The two struggling events merged together with enough sponsors for one big event. Mr. Mathews noted that without the Food & Wine sponsors, Fashion Week would have been cancelled last year. Theresa Maggio added that she was impressed with the caliber and quality of the event. Bighorn members who attended had a great time, with several members being divas. The Food & Wine Festival was very well done; restaurants delivered a fine product and it was a great overall experience. By providing this event, local restaurants and retailers are being supported. 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 17, 2011 Mr. Spiegel commented that some businesses that did not participate felt the event was not successful. Mr. Mathews explained that some retailers will not participate in an event that is not exclusively theirs. Discussion ensued regarding why some store managers may or may not participate. Mr. Mathews affirmed that they have not given up on the shops on El Paseo because they are all essential and they could add to the event. Jenna LeMaster asked how Westfield could participate. Mr. Mathews suggested that Westfield could take a night, like El Paseo did. Upon question, Mr. Mathews pointed out that hotels partner by giving rooms for the models, chefs, tent & lighting people, etc. to save event costs. In exchange the hotel gets online presence, logo placement, opportunity to add to gift bags, as well as promotion of after parties at their location. Even though the event had 160 rooms, it was not enough and they had to buy extra rooms. He added that celebrity chefs are already being sought for next year. Responding to question, Mr. Mathews said they were hoping to know the level of sponsorship from the City by June. Mr. McCarthy interjected that June would be the best time because of the budgetary process. Discussion began regarding the long range plan for when the event becomes very successful. Mr. Mathews is currently investigating software to accommodate ticket sales. Next year all seats will all be reserved with two price points. Marlane Wolf moved, by Minute Motion, to receive and file the 2011 report. Motion was seconded by Rolf Hoehn and carried 6-0. Mr. Spiegel mentioned that since $50,000 has already been budgeted, a motion would be needed if the Committee would like to recommend additional funding. Mr. Mathews reminded the Committee that at the $50,000 sponsorship level last year, the event was almost cancelled. He remarked that it is still difficult securing sponsorships given the current economy. Ruth Ann Moore suggested that the City could look at possibilities to enhance promotion of the event with the City's ability to advertise in other vehicles. 0 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 17, 2011 Ms. Maggio suggested possibly partnering with Palm Desert hotels by listing them as being preferred. Mr. Mathews related that they previously suggested that hotels create an event package, but instead most offered reduced rates. Ms. Maggio applauded Mr. Mathews for thinking outside of the box and successfully bringing all the elements together. Responding to question, Mr. Mathews indicated that the James Beard Foundation advertised the Food and Wine event on their website and had a full -page ad in their publication. A lot of the sponsors had banner ads for their websites, and the events were advertised on Facebook. Mr. Hoehn offered to discuss with Mr. Mathews some sort of cooperation with the tennis tournament. Theresa Maggio moved by Minute Motion, to recommend increasing sponsorship to $75,000 for both 2012 events and to look into other opportunities to promote Palm Desert and the events. Motion was seconded by Sara O'Flynn and carried 6-0. Donna Gomez stated that the Committee's recommendation will go to City Council as part of the budget proposal. B. CONSIDERATION OF PARTICIPATION IN DEVELOPMENT OF 2012 PALM DESERT COMMUNITY CALENDAR Mr. Spiegel explained that in the past, the Mayor Pro Tern has selected the theme for the calendar. As Mayor Pro Tem, he would like the calendar to identify people on committees and commissions, with 2012 strictly being the Marketing Committee's calendar. Committee member pictures and names would be in it, and it would discuss what the Marketing committee does. The twelve pictures would say "You should go to Palm Desert", such as a hotel, The Gardens, The Living Desert, Westfield, etc. The City already has most of the pictures. The Committee would work with Donna Gomez on the pictures and theme for each month. If it's successful, other City committees would have the same opportunity. With Committee concurrence, it was agreed to support Mr. Spiegel's idea and work with David Hermann on the 2012 calendar. No motion was made. Donna Gomez stated that the staff report sets a timeline. Mr. Hermann will bring back a concept for the Committee's consideration. +1 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 17, 2011 VII. CONTINUED BUSINESS A. CONSIDERATION OF CREATIVE/AD CAMPAIGN Based on the discussion from the last meeting, Ms. Gomez distributed a response prepared by Off Madison Ave. and a draft Scope of Work she had prepared. The Scope would provide direction and focus. Several options are available for the Committee's consideration: finalize the Scope of Work and propose it to OMA to produce a new proposal; give the new Scope to the three top agencies from the last RFP and request new proposals; or third, completely start over. Upon question from Sara O'Flynn, the top three agencies chosen were OMA, Scott Burch Design, and Greenhaus. Marlane Wolf had spoken with Donna Gomez at length and noticed that the RFP was open and general in nature, and allowed the agency to be creative, which is why such a variety of proposals were received. She commented that it had been difficult to compare the proposals. Since meeting with the hoteliers, the strategy has been tightened up. Jenna LeMaster pointed out that what's important is the strategy, not the imagery. The agency chosen is the one who is on point with the City's strategy. Justin McCarthy questioned whether the Committee would still be looking for opportunities in the imagery to reflect Palm Desert. The Committee agreed that imagery is very important. Ms. Gomez clarified that the two themes are iconic scenery and lifestyle images that represent Palm Desert without being overloaded with photography. Rolf Hoehn suggested that new photography would be ideal in the development process, and perhaps stock images were used in the proposals because of cost. Discussion followed regarding the process that ad agencies use to develop a campaign. Ms. Maggio suggested the new scope of work be submitted to OMA offering more information and visualization. There have been so many ideas that the scope needs to reflect what is important. The marketing should be supporting the hotels and retailers, and Palm Desert as a whole. 0 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 17, 2011 Stephanie Loog added that as a group the Committee needs to decide who and what Palm Desert is and what should be portrayed. This fine-tuned scope of work would then be given to the creative people to come back with their creative design. The group discussed the hours put into a proposal and if the other two agencies should be approached. Donna Gomez reminded the Committee that she is working on a draft marketing plan, which should be completed within the next two weeks. She asked if the marketing plan should be established first in order to provide direction. Mr. Hoehn mentioned that since the budget is limited, the ad agency needs to have specific direction. Ms. Gomez added that in OMA's response, they state they will meet with staff and the Committee to brainstorm ideas and that their proposal was not a final product. Ms. LeMaster explained that creative agencies first come with a broad idea and then return multiple times with renderings until the customer is satisfied. Mr. McCarthy reiterated that we need to know what we are selling; it seems to be a lifestyle in an iconic setting vs. bad weather elsewhere. Ms. Wolf suggested it would be best to tighten up the marketing plan first and go back to OMA with more specific direction. She also suggested to go back to the three agencies to see some examples of how they applied a client's strategy with the direction the client had given, what was done, and what the results were. Ms. Gomez said she would make the marketing plan a priority and would get a draft out to the Committee members in the next few weeks to review and finalize. The document would then go to Council for their support. There was no motion for this item. Vill. OLD BUSINESS None 7 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 17, 2011 IX. REPORTS FROM CITY COUNCIL LIAISONS A. City Council Mr. Spiegel reported that directional signs for the Visitor Center have been finalized and will be installed throughout the City. X. REPORTS AND REMARKS A. Chair Ms. O'Flynn stated that foot traffic has slowed down but is still up from last year. People still wait outside the Apple Store in the morning before it opens. The Bighorn home tour held in partnership with The Gardens was a great event. There are no scheduled events for the summer. B. Committee Members Rolf Hoehn questioned what would happen if Palm Springs Life came back at a later date with an additional funding request in order to make the event happen. Mr. McCarthy responded that it is the Council's discretion as to whether or not the request would be brought back for consideration. Ms. Moore added that Palm Springs Life took the event from the beginning, grew it conservatively by pushing the envelope, for which she gave them credit. Jenna LeMaster reported that Westfield is partnering with the Palm Desert Library starting June 15 through mid -August while the library is closed. Pre- school and teen events will be held at several places in the mall. An indoor sellers market, called "Marketplace at Palm Desert" with over 100 vendors, will be offering fresh produce, artwork, jewelry, etc. on the mall lower level every Saturday and Sunday from June 5 to the end of August. C. Staff Ms. Moore relayed that last week's "Make Someone a Star" event went very well. She and Councilmember Harnik will be attending the ICSC (International Council of Shopping Centers) convention starting Sunday in Las Vegas. The Rosewood Hotel will go back to the Planning Department on June 215`. The Rock & Roll Marathon is continuing to move forward. XI. INFORMATIONAL ITEMS A. Visitor Center Report Sara O'Flynn remarked that the website traffic has gone up dramatically. 9 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 17, 2011 Ms. Gomez stated that staff persor and is very creative. Retail sales came up during the consultant will be utilized. XI1. ADJOURNMENT The meeting was adjourned at 4:10 p.m. Barbara Blythe handles the social media budget discussions and possibly a retail Ja46 Stanley, Recor ng Secretary