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Home My WebLink AboutSponsor Fashion Week El Paseo 2012CITY OF PALM DESERT STAFF REPORT REQUEST: CONSIDERATION OF A REQUEST FOR FUNDING TO SPONSOR FASHION WEEK EL PASEO 2012 SUBMITTED BY: Ruth Ann Moore, Economic Development Manager DATE: June 23, 2011 CONTENTS: Fashion Week El Paseo 2011 Results Fashion Week Sponsorship Agreement (contract No. c31000) Area map depicting closure Recommendation By Minute Motion: 1. Consideration of the Marketing Committee's recommendation of a $75,000 sponsorship for the 2012 Fashion Week Event; 2. Consider an additional $25,000 from Unobligated General Funds to Community Sponsorships, Account No. 110-4416-414-3062; 3. Authorize up to $10,000 in -kind City services and fees; 4. Authorize the use of the City -owned lot at the northeast corner of Shadow Mountain Drive and Larkspur Lane; 5. Authorize closing a portion of Larkspur Lane in the evenings from 5:00 p.m. to 10:00 p.m. during Fashion Week. 6. Permit the consumption of alcoholic beverages on City -owned property; and 7. Authorize the Mayor to execute the sponsorship contract. (contract No. c31000) Funds of $50,000 have been included in the proposed Financial Plan for 2011/2012 Community Sponsorships; Account No. 110-4416-414-3062. Executive Summary This will be the seventh year for Fashion Week with continuing growth in events and attendance. Last year's sponsorship was $50,000, and the contract included in -kind services. In -kind services used were for coordination of Public Works staff for street closing with no overtime, and the waiving of related permit fees for special events and tent inspections estimated at $600. Staff Report Fashion Week 2012 Sponsorship June 23, 2011 Page 2 of 4 As listed in the sponsorship agreement, the value of advertising and public relations to the City totals $107,530. This does not include the related stories generated on local TV, radio and newspaper, or the articles generated on websites throughout the world. Last year, the total paid advertising and the publicity generated, if purchased, was estimated at over $1 million. Committee Recommendation The Marketing Committee, after reviewing the results of Fashion Week 2011, unanimously recommended to City Council an increase in sponsorship from $50,000 to $75,000 for this signature City event. Palm Springs Life (PSL) submitted a recap report on Fashion Week 2011 that included significant increases to attendance and restaurant participation in Food and Wine events. During this review, staff from PSL discussed the need to elevate the experience of the desired demographic who attends Fashion Week El Paseo. Additional funding was requested to improve the overall appearance in the following ways: 1. No guest should walk in dirt to navigate the event. Therefore, PSL recommends laying 48,000 sq. ft. of artificial turf to harmonize the experience. 2. No guest should be exposed to the working areas or back end operations of the event. Because the Food and Wine Festival was added two years ago, this has increased those work areas due to the multiple kitchen requirements and storage. Sufficient landscape and hedging to enclose and beautify the entrance, perimeter and walking areas should accomplish screening the "back of the house." 3. All personal services should be first class including: • Upgraded restrooms with attendants. • Additional staffing and maintenance for busing and clean-up during the event. • Upgraded exterior and interior lighting and sound. 4. Expanded tent for Food and Wine demonstration areas to accommodate celebrity chef demonstrations. 5. Signage inside and outside the tent to better communicate the event experience in a uniform and attractive manner. The original request from Palm Springs Life was $75,000 for Fashion Week and $50,000 for the Food and Wine Festival. The Marketing Committee does not see two separate events but one total event occurring at the same location in the same week. The Committee did agree that the "back of the house" should be more effectively screened and therefore is recommending to City Council a sponsorship of $75,000. Background Fashion Week El Paseo, coordinated by Palm Springs Life, began in 2006 with three evening fashion shows held the last week in March. This week was strategically packed because it fell between two major events in the valley, the BNP Paribas Tennis Tournament G:\rdaWgenda Items\201 1\6-23-1 1\Fashon Week 2012 Sponsorship SR 6-23-11.doc Staff Report Fashion Week 2012 Sponsorship June 23, 2011 Page 3 of 4 and the Kraft Nabisco LPGA Championship. While not competing with either major event, choosing this week encourages people coming into the valley to extend their stay or come in early and attend the shows and retail events in Palm Desert. Over the years, the event has grown from three evenings to nine days/evenings of special events, both within the tent and throughout stores on El Paseo. Other significant highlights from Fashion Week 2011 include: • Seventy-nine merchants participated this year by conducting a total of 381 separate in-store events during the week. • Total attendance for the week was 9,000, up from 6,000 in 2010. • Included in the total attendance were 2,500 for the Food and Wine Festival, up from 1,600 in 2010. • Of the 9,000 in attendance for the event 39% were from out -of -market. • Thirty-four restaurants (up from 15 in 2010) participated by providing food during events including the food & wine tastings. • Saks Fifth Avenue opened the week with their own show on Sunday night. • Twenty El Paseo merchants were featured in the Monday evening fashion show portraying clothing available on the street. • Daily cars counted at The Gardens increased by 38 percent during Fashion Week over other days in March. • Local charities received $121,690 as a result of Fashion Week activities. • Fashion Week and Food and Wine Festival coverage in editorial, news, and paid programming was valued at over $1 million. • Fashion Week was picked up and featured on over 619 websites from 105 countries throughout the world. Fashion Week El Paseo has become a unique, signature event for Palm Desert that is perfectly timed to encourage out of town guests to visit the City and patronize its shops, restaurants, and hotels. Spurred by the significant exposure that the City receives from its Fashion Week sponsorship via advertising, public relations, and online and direct marketing efforts, these visitors help generate the sales tax and transient occupancy tax revenues that put money into the City's General Fund. A full list of benefits for the presenting sponsorship is included in the attached proposal. At the May 17, 2011, Marketing Committee meeting, the Committee was unanimous in its recommendation to the City Council for a $75,000 sponsorship for Fashion Week El Paseo's 2011 event. Fiscal Analysis Funds for a $50,000 sponsorship have been included in the proposed Financial Plan for 2011/2012 Community Sponsorships budget, but would require an additional appropriation of $25,000. No staff overtime will be required, only coordination. Fees to be waived for Planning and Building & Safety as related to the special event and tent inspection are estimated at $600. G:\rdaWgenda Items\2011\6-23-11\Fashon Week 2012 Sponsorship SR 6-23-11.doc Staff Report Fashion Week 2012 Sponsorship June 23, 2011 Page 4 of 4 The amount of publicity generated by the event and the advertising opportunities available with the sponsorship far exceed $75,000. In addition, the evidence of weekly sales generated by the stores at both The Gardens and the other tenants on El Paseo adds revenue to the General Fund. Submitted By: Department Head: / h*"oEc nomic Development Mgr. J i McCarthy, ACM for velopment �f r Paul S. Gibson, Director of Finance Approval: Wohlmuth, City Manager/Executive Director CITY COUNCILACTION APPROVED ✓ DF,NIED RECEIVED OTHER. M% FTING DATE AVES: N O F, S: ABSENT: ,-'Oe-- Ai3STAiN: /car VI;I?IFIED 13Y._ /Lnk,177 Original on File with City Clerk's Office G:\rdaWgenda Items\2011\6-23-11\Fashon Week 2012 Sponsorship SR 6-23-11.doc Contract No. C31000 Sponsorship Agreement Fashion Week El Paseo 2012 This sponsorship agreement is made between Desert Publications, Inc. d/b/a Palm Springs Life and the City of Palm Desert, USA for the exclusive purpose of defining the obligations of both parties in fulfilling the "Title Sponsorship" being purchased for Fashion Week El Paseo by The City of Palm Desert. Under this agreement, Palm Springs Life shall produce Fashion Week El Paseo on March 17 — 25, 2012 and provide to the City of Palm Desert the following: PRE EVENT • Palm Desert included in all in -and -out of market public relations efforts Value: $2,000 • PALM DESERT included on all in -and -out of market print collateral. Value: $10,000 • Palm Desert mentioned in all radio ads for Fashion Week Value: $10,000 • Palm Desert mentioned in all television spots for Fashion Week Value: $25,000 • Palm Desert will receive one full page in the El Paseo Catalogue Value: $4,145 • Full page 4 color ad in 2012 Fashion Week Official Program (35,000 copies) Value: $2,895 • PALM DESERT logo/link on Fashion WeekElPaseo.com and PalmSpringsLife.com for one year. Value: $5,000 • PALM DESERT logo included in Palm Springs Life sponsored event ads and at events: i.e. Steve Chase Awards Gala Program, American Heart Association, etc. Value: $10,000 • PALM DESERT logo on a minimum of four (4) E-blasts (22,500 opt -in subscribers) Value: $6,000 • PALM DESERT logo on Fashion Week ad in the September through and March 2012 issues of Palm Springs Life (22,000 per month) Value: $5,000 • PALM DESERT logo/link on Fashion Week ads in the digital page version of Palm Springs Life sent each month to 22,500 opt -in subscribers. Value: $5,000 ON SITE PALM DESERT logo on stage walls in main Fashion Week tent all week Value: $2,000 PALM DESERT logo on each Fashion Week show program (4,000 copies) Value: $1,000 Product placement opportunity in the finale fashion show gift bag (approximately 650 attendees) Value: $3,000 Contract No. C31000 • Eight (8) reserved sponsor seats to every evening fashion show Value: $4,800 • Eight (8) tickets to the Saturday and Sunday Food & Wine events Value: $1,040 • PALM DESERT logo printed on the back of all Fashion Week tickets Value: $1,500 POST EVENT AND MORE • PALM DESERT logo on full color ad in May Palm Springs Life recap Value: $650 • PALM DESERT logo/link on 2011/2012 www.shopelpaseopalmdesert.com Value: $1,000 • Recap 60 days after conclusion of event Value: $1,000 ONLINE ADVERTISING • Four (4) PalmSpringsLife.com creative banner packages - 50,000 impressions each. (Valid from March 2012 through December, 2012.) Value: $3,500 • Four (4) PalmSpringsLife.com monthly electronic newsletter ride -along ad, 22,500 opt -in subscribers. (Valid from March 2012 through December, 2012.) Value: $3,000 FEE Total Value: $107,530 For the rights accorded a Title sponsor of Fashion Week El Paseo we require a sponsorship fee of Seventy Five Thousand Dollars ($75,000) payable no later than January 14, 2012. AGREED Michael A. Mathews Marketing Director Palm Springs Life Jean Benson Mayor City of Palm Desert, CA Dated: June 8, 2011 Dated: F1 2011 • r� RECAP TABLE OF CONTENTS FASHION WEEK EL PASEO 3 Attendance 4 Business Comparison 5 Participating El Paseo Merchants 7 Partners 8 Charities 9 Sponsors 11 Media Coverage 13 Television Advertising 14 Radio Advertising 15 Online Advertising 16 Website Visits 17 Print Advertising 18 Marketing Collateral 19 Title Sponsorship Proposal 21 FOOD & WINE FESTIVAL PALM DESERT 23 Attendance 24 Media Coverage and Television Advertising 25 Sponsors 26 Partners 27 Online Advertising & Marketing Collateral 28 Title Sponsorship Proposal 30 Conclusion Palm Springs Life May 17, 2011 Donna Gomez Marketing Director City of Palm Desert Dear Donna: We appreciate the support the City of Palm Desert has shown Fashion Week El Paseo in the past six years and Food & Wine Festival Palm Desert for the past two years. Without its continued support, both logistically and financially, these two events would not have been possible. It is our belief that they have become signature events for the City of Palm Desert. As we plan for 2012, we respectfully request that the Marketing Committee for the City of Palm Desert endorse our funding requests to the City Council. Enclosed are an outline of the events' accomplishments and a list of the benefits the City would realize as Title Sponsor. Sincerely, Michael A. Mathews Marketing Director Palm Springs Life ATTENDANCE 2011 Attendance . . . . 91000 2010 Attendance . . . . 65123 Geographic Composition of Attendees Coachella Valley . . . . . . . . . . . . . . . .61% Out -Of -Market . . . . . . . . . . . . . . . . 39% California Los Angeles County . . . . . . . . . . . . .10% Orange County . . . . . . . . . . . . . . . . 8% San Diego County . . . . . . . . . . . . . . . 4% Northern California . . . . . . . . . . . . . . 2% Outside California Canada . . . . . . . . . . . . . . . . . . . . . 4% Washington . . . . . . . . . . . . . . . . . . 2% Minnesota . . . . . . . . . . . . . . . . . . . 2% Colorado . . . . . . . . . . . . . . . . . . . . 1% Oregon . . . . . . . . . . . . . . . . . . . . . 1% Michigan . . . . . . . . . . . . . . . . . . . . 1% Nevada . . . . . . . . . . . . . . . . . . . . . 1% Wisconsin . . . . . . . . . . . . . . . . . . . 1% Texas . . . . . . . . . . . . . . . . . . . . . 1% New Jersey . . . . . . . . . . . . . . . . . . 1% BUSINESS COMPARISON Additional sales reported during Fashion Week at The Gardens On El Paseo: 2011 ................. $917,952 (2011 total includes El Paseo village) 2010 . . . . . . . . . . . . . . . . . . . .$654,668 Increase of traffic during Fashion Week over average traffic in the month of March: 0 (2011 total includes El Paseo village) 2010 . . . . . . . . . . . . . . . . . . . . . . 28% Brighton Collectibles: "Just gets better and better!" Cactus Flower Shoes: "Best ever in 37 years!" Cole Haan: "Higher traffic levels" El Paseo stores who reported sales increase during Fashion Week: Bare Escentuals . . . . . . . . . . . 38% increase Brighton Collectibles . . . . . . . . . 8% increase Cole Haan . . . . . . . . . . . . . . 9.6% increase Pampered Bath . . . . . . . . . . . .10% increase Talbot's. . . . . . . . . . . . . . . . 25% increase Tommy Bahama's Cafe . . . . . . . . 8% increase Williams Sonoma . . . . . . . . . . . 4% increase I PARTICIPATING EL PASEO MERCHANTS "Style & Beauty Bash" Sunday, March 20, 2011 13 salons + Macy's Cosmetic and Fragrance Bar participated "Fashion Runway Bar" Show Monday, March 21, 2011 17 Palm Desert retailers participated BB•One Bebe Cactus Flower Shoes Chelsea Taylor Chicos Dani C Don Vincent Eileen Fisher El Paseo Jewelers Josie's Heart She She She She Kids Tink Tommy Bahama V&G Wayne's Collection White House I Black Market u "Shopping Passport Extravaganza" Sunday, March 20 — Monday, March 28, 2011 41 stores participated, resulting in 13930 store visits 381 separate in-store events occurred throughout Fashion Week March 20-28, 2011 79 stores participated: A Gallery Fine Art Artisan Salon & Spa Austerer-Williams Fine Art Aveda Bare Escentuals BB -One Bebe BG's Eclectic Bottega Veneta Brighton Collectibles Cachd Cactus Flower Shoes Cafe des Beaux-Arts The Centre on El Paseo Chelsea Taylor Chico's Coach CODA Gallery Coldwater Creek Cole Haan Cos Bar at El Paseo d. Marco Dani C De Luca Jewelers Diane's Beachwear Don Vincent Draper and Damons Dwight Polen Fine Chinese Antiques Eileen Fisher El Paseo Jewelry Elegante Jeweler The Fire Place of Palm Desert Flashback Gallery Frasca Jewelers Gail Jewelers The Gardens on El Paseo Hayman and Summers Insanity & Augusta J. Crew JC's Patio Cafe Josie's Heart Kate Spade Kreiss Collection L'Affaire Boutique Leeds & Sons M. Roche Martha's Gifts Mister Marcus Nicole Optical Shop of Aspen Ozel Jewelers Pampered Bath Pastry Swan Pink Club Pottery Barn The Private Collection Rachel's Secret Ramey Fine Art Rangoni Shoes Robert's Fine Shoes Saks Fifth Avenue She She She She Kids Sherry Mesa The Salon Soma Intimates Spectacular Shades Stephen Knutson Gallery Studio 10 Beauty Supply Sun Optics Talbots Theodore Tink Tommy Bahama Troy Tuverson & Co. Upper Crust Vanga B Wayne's Collection White House I Black Market r PARTNERS F" 1 Partner Food Services Barefoot Wine & Bubbly Belvedere Vodka Cliffhouse Cork Tree California Cuisine East Meets West Catering Hyatt Regency Jensen's Monte de Oro Olympic Cellars Winery Over the Rainbow Cupcakes Rio Azul Mexican Bar & Grill Ruth's Chris Steak House Trio Restaurant Partner Hotels Inn at Deep Canyon JW Marriott Desert Springs Resort & Spa Palm Court Inn Palm Springs Palm Springs Travelodge The Ace Hotel Riviera Palm Springs The Viceroy Palm Springs Hotels & Resorts The Westin Mission Hills Resort After -Party Locations Alicia Armstrong Gallery Augusta Cuistot The Ace Hotel The Riviera The Viceroy Gift Bag Promotional Opportunity Cactus Flower Shoes California Date Administrative Committee Cool Off El Paseo Jewelry Integrated Wealth Management Mark Vincent Sofonio Optical Shop of Aspen She She Shear Hair Design The Westin Valet Cleaners Wellness Center Silent Auction Contributors Angela Valente Romeo CODA Gallery Craig Zenkei Courtright David E. Lee Photography Dwight Polen Fine Chinese Antiques El Paseo Jewelry Julie Jackson, Wellness Therapist Shear Hair Design The Gardens on El Paseo The Vein Doctor Medical Group Tom Brewster/Pa/m Springs Life Trio Restaurant Rancho Mirage CHARITIES The following charities cumulatively received $121,690 as a result of Fashion Week activities: Bighorn BAM Coachella Valley Autism Society of America CV Rescue Mission Desert Cancer Foundation Desert Outreach Foundation Fashion Group International of Palm Springs & Desert Communities, Inc. Gerald Ford School The Girlfriend Factor Loving All Animals Megan Ashlyn Escalante Scholarship Fund Ranch Recovery Center SafeHouse of the Desert Shelter from the Storm Smile Train St. Jude's Children's Hospital Surfrider Foundation United Way of the Desert Variety Children's Charities SPONSORS PRESENTING SPONSOR Palm Spfings Life. TITLE SPONSORS f3 PALM DESERT Time Warner Cable• OFFICIAL AUTOMOBILE Mercedes-Benz COUTURE SPONSORS BIGHORN El Pase(0- fL .��.a,� DESIGNER SPONSORS \ . elpase0 TRENDSETTER SPONSORS JQ e� y Ind y lntegrat"I Viea�anagement FRIENDS OF FASHION WEEK Ace Hotel & Swim Club Barefoot Wine & Bubbly Belgard Hardscapes Belvedere Vodka Cambria Cliff house The Cook Street Group Cork Tree California Cuisine Dwight Polen Fine Chinese Antiques East Meets West Catering Egg & Dart, LTD. Eventscape Farley Interlocking Pavingstones Fashion Group International of Palm Springs and Desert Communities, Inc. Hotel Zoso Hyatt Regency Suites Palm Springs The Inn at Deep Canyon ITEX Desert Empire J. Russell! The Salon JW Marriott Desert Springs Resort & Spa Loran Loran Color Group & Medical Spa Monte De Oro Olympic Cellars Winery Home of Working Girl Washington State Wines Over the Rainbow Cupcakes Palm Court Inn Palm Springs Palm Springs Travelodge Renaissance Palm Springs Hotels Rio Azul Mexican Bar & Grill Riviera Palm Springs Roberto Madera Salon Ruth's Chris Steak House Shear Hair Design Trio Restaurant Viceroy Palm Springs Hotels & Resorts The Westin Mission Hills Resort Rancho Mirage FASHION DIVAS Amy Baker Angela Valente Romeo Claire Gagan Debra Aarthun Denise DuBarry Hay of Bikram Yoga University Village Donna McMillan Dr. Charles Stricker Dr. Mark Vincent Sofonio Eisenhower Imaging Center Farley Interlocking Pavingstones Helene Galen Integrated Wealth Management lolanda Goodfellow Jackie Lee Houston Ratio Skin Care Selby Dunham The Ideal Match Victoria McFarland MEDIA COVERAGE Editorial and News • 5 Press releases sent to 100 local outlets and 3,000+ out -of -market TOTAL IMPRESSIONS ...................... 11529,271 • 11 TV appearances • 12 Radio interviews • 50 Newspaper stories • 750+ Web site site stories TOTAL EDITORIAL & NEWS VALUE ......... $5979230 Paid Media • TV — 781 thirty second spots ............... $73,000 • Radio — 153 sixty second spots ............. $22,265 • Printed collateral — 63,000 units .......... $190,889 • Online banners — 141,000 views and On-line newsletters — 22,500 readers ........ $17,650 • Magazine/Print Ads — 1,373,657 readers ...... $98,315 TOTAL PAID MEDIA VALUE .................$402,119 r, L TELEVISION ADVERTISING Time Warner Desert Cities Through our sponsorship with Time -Warner Desert Cities, Fashion Week El Paseo aired 781 (:30) second television spots during the month of March. Total Value ......... $739000 PALM * ngs life FASHION WE EKPEL2ASEO011 (760) 325 2333 MARCH 2O-28 Television Coverage included... KMIR 6 ...... Monday Night Live Feed with Susan Stein KPSP 2 ...... Style & Beauty Bash Interview with Susan Stein KMIR 6 ...... Michael Mathews Interview KPSP 2 ...... Interview with Julie Rogers EDGE TV .... Interview Amy Blair RADIO ADVERTISING Radio Advertising Values KPSI-AM........................18 spots (:60) ........... $320 KPSI-FM....................... 28 spots (:60) .......... $1,120 KWXY-AM ......................17 spots (:60) ........... $255 KDES-FM .......................18 spots (:60) ........... $720 KNEWS-FM.....................Live Remotes ........ $16,250 KJJZ-FM ...................... 36 spots (:60) ......... $2,200 KAJR-FM ...................... 36 spots (:60) ......... $1,400 Totals . . . . . . . . 153 (:60) spots .. $223265 LIVE RADIO REMOTES Joey English Show ...................... Susan Stein Interviews Lee Rayburn KNEWS .................... Susan Stein Interviews Lee Rayburn KNEWS ................ Michael Mathews Interview Lee Rayburn KNEWS .................... Steven Biller Interview Lee Rayburn KNEWS .................Ruth Ann Moore Interview Lee Rayburn KNEWS .................... Misty Roche Interview Lee Rayburn KNEWS ................. Eric Rodriguez Interviews Lee Rayburn KNEWS ..................Charissa Farley Interview Lee Rayburn KNEWS .................... Sara O'Flynn Interview Lee Rayburn KNEWS .................. Glenda Ramey Interview Lee Rayburn KNEWS .....................Frank Jones Interview Jacqueline Bachar KPTR ............. Michael Mathews Interview ONLINE ADVERTISING w.wnrwnu. Fashion Week Banner Ads on PALMSPRINGSLIFE.COM 4 Banner Ads 491 Banner Ad Clicks 141,000 Banner Ad Impressions Fashion Week Electronic Newsletters Newsletters Sent to 22,500 opt -in Subscribers 360,000 Newsletter Page Views 654 Newsletter Page Clicks Total Value ......... $17,650 WEBSITE VISITS Fashion Week featured on 619 websites with 12,073 visits from 105 countries Fashion Week Facebook Page NtWm�wnkFI ft. -ftl m1.s W9. r J+. 933 Likes 532 Monthly Active Users 38,055 Post Views 314 Post Feedback PRINT ADVERTISING Publication Rate/value 2011 Red Hot Heart Ball Program ........................... $3,250 Art+ Culture ............................................. $1,580 Children's Discovery Home Tour.............................$750 Desert Guide...........................................$29,645 Desert Homes............................................$2,685 ElPaseo Catalogue.......................................$5,235 Fashion Week Program...................................$2,895 Humane Society of the Desert 2011 Program ................. $500 McCallum Theatre Program ................................ $9,770 Palm Springs International Film Festival Program Book 2011....................................... $1,800 Palm Springs Life.........................................$15,110 Public Record ............................................. $800 San Diego Magazine......................................$6,295 Steve Chase 2011 Program ................................ $1,000 The Desert Sun .......................................... $16,00 0 The Palm Desert Merchant Newsletter ...................... $1,000 Total .................news ... $98,315 Readership.......... a 8 a U. 0 0 a 13373,657 MARKETING COLLATERAL Fashion Week El Paseo 2011 Printed Promotional Pieces Save the Date Bookmarks Postcards for Each Night Brochures Posters Window Clings Tickets Programs for Each Night Various Signage Fashion Week Program Units printed & distributed .............. 63,000 Value .............................. $1903889 WEI AiLdL it Ar 2011 Attendance . . . . 21500 2010 Attendance . . . 13600 Geographic Composition of Attendees Coachella Valley . . . . . . . . . . . . . . . 47% Out -Of -Market . . . . . . . . . . . . . . . . 53 % Other California Counties . . . . . 35% Outside California . . . . . . . . . .18% Washington . . . . . . . . . . 7% Canada . . . . . . . . . . . . . 4% Oregon . . . . . . . . . . . . . 2% Nevada . . . . . . . . . . . . . 2% Illinois . . . . . . . . . . . . . . 1% Colorado . . . . . . . . . . . . 1% Nebraska. . . . . . . . . . . . 1% Editorial and News • 5 Press releases sent to 100 local outlets and 3,000+ out -of -market TOTAL IMPRESSIONS .................................. 193449216 • 6 TV appearances • 6 Radio interviews • 20 Newspaper stories • 250+ Web site site stories TOTAL EDITORIAL & NEWS VALUE ...................... $1829409 Paid Media • TV — 373 thirty second spots............................$37,000 • Printed collateral — 21,000 units..... I .......... I .........$45,358 • Online banners — 138,000 views and On-line newsletters — 22,500 readers .................... $12,300 • Magazine/Print Ads — 671,371 readers .....................$32,771 TOTAL PAID MEDIA VALUE ............................. $127,429 Time Warner Desert Cities Through our sponsorship with Time -Warner Desert Cities, Fashion Week El Paseo aired 373 (30) second television spots during the month of March. TOTAL VALUE .............................. ...... $379000 Television Coverage included... KMIR 6 Andre Carthen Interview KPSP 2 "In the Kitchen with Scott Robertson" KPSP 2 "Chef's Reception at the La Quinta Resort Palm Springs Life. 96 Time Warner Cables GOURMET SPONSORS ICELANDIC, ;�:- GLACIAL IVIKING RANGE CORPORAT O\ Jense.taW ACMAJ M. TR daftiiio' TRINCHERO ® TI-IECOOKSTR.EETGROUP� ..o.aa.mvse.s..r. mia� fIn/ni E £s AL DENTE SPONSORS EGG & DART, LTD. I D W_ I G _H T sY� ,, P O L E N FARLEY Deme • Palm Desert EVENTSCAPE FINE CHINESE ANTIQUES SONOMA-CUTRER CA)SYW. Beaverton Foods, Inc. V I N F. Y .A R n S �230=1410ILESMUE •t••w••Se rq...w/!��++c._. r9fs 'D enTablecom• AM EISENHOWER KORBEL (tTEX�' p IMAGING CENTER r • ,.. n_ Desert Empire 15 Celebrity Chefs Trinchero Family Estates Trinity Wines & Spirits Aaron Keifer Vine Connections Andie Hubka Whitehall Lane Andre Carthen Andrew Copley 34 Restaurants Bradley Ogden Deborah Scott Arnold Palmer's Restaurant Duff Goldman Babe's Bar-b-Que Grill Hector Salvatierra Bella Vista at Westin Mission Hills Jill Davie bluEmber Jimmy Schmidt California Date Administrative Committee Paul Bertolli Campanile & TarPit Roy Yamaguchi Certified Farmers Market Scott Robertson Circa 59 at Riviera Palm Springs Tanya Petrovna Copley's on Palm Canyon Toni Di Lembo Davey's Hideaway East Meets West Catering 25 Wineries Fra'mani Handcrafted Salumi / Costco Godiva Chocolatier Alexander Valley Vineyards Island Prime - C Level (Cohn Restaurant Group) Dutton -Goldfield Lantana at Hyatt Grand Champions Folio / Frescobaldi / Oberon Matchbox Palm Springs Gundlach-Bundschu Mikado Japanese Steakhouse Gerard Bertrand Morgan's of the Desert Hahn Family -Smith & Hook Native Foods Cafe Hall Vineyards New Leaf Catering Heck Estates Pacifica Seafood Restaurant Hess Collection Palm Springs Desert Resorts Restaurant Week Iron Horse Vineyards Peaks Restaurant JAQK Cellars Roy's Restaurant Kobrand-Benziger & Sequoia Sherman's Deli, Bakery & Catering Lancaster / Wilson Daniels LTD. Sister's Cupcakes by Design Pahlmeyer Stick Figure Salsa Piper-Heidsieck / Remy Sullivan's Steakhouse Robert Oatley Vineyards The Falls Prime Steak House Schramsberg / Wilson Daniels LTD. Trent Beverage Co. Seghesio Family Vineyards Trio Restaurant Sonoma Cutrer Tropicale Restaurant & Coral Seas Lounge Spring Mountain Vineyard Zin American Bistro Toad Hollow Zini Cafe Mediterrano Food & Wine Festival Palm Desert Banner Ads on PALMSPRINGSLIFE.COM 4 Banner Ads 138,000Impressions 500 Fashion Week Electronic Newsletters RCH 25-27.2OTMM Newsletters Sent to 22,500 opt -in Subscribers Total Value ......... $125300 Food & Wine Festival Palm Desert 2011 Printed Promotional Pieces Save the Date Bookmarks Postcards for Each Night Brochures Posters Window Clings Tickets Programs for Each Night Various Signage Fashion Week Program Units printed & distributed .............. 213000 Value...............................$453358 ^f -`�e 61, h �. r.vn n. . \ 1 Y Y ` Ih. 9y a${' ��yy �.. ..s ...... g�py��yy�� ..9 'eiWti. _ v.. �t ��,T� n ? 4 mw. EL PASEO ROAD CLOSED TO THRU TRAFFlC ROAD CLOSURE LIMITS CLOSED FROM 5 PM TO 10 PM FOR DURATION OF EVENT SHADOW MOUNTAIN ROAD CLOSED NORTH NOT TO SCALE DATE: 3/2/20i1 LARKSPUR AVENUE ROAD CLOSURE FOR FASHION WEEK EVENT SCALE: NTS MSD DRAWING NO. 1 OF 1 DEPARTMENT OF PUBLIC WORKS CITY OF PALM DESERT BY