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HomeMy WebLinkAboutMinutes - Marketing Committee January 18, 2011IV. PALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, January 18, 2011 — 2 p.m. Administrative Conference Room CALL TO ORDER Emily Bird-Hrivnak called the meeting to order at 2:00 p.m. ROLL CALL Members Present: Emily Bird-Hrivnak, Vice Chair Michael Shimer Kimberly Bowers Marlane Wolf Theresa Maggio Stephanie Loog Members Absent: Sara O'Flynn, Chair Staff /Others Present: Robert Spiegel, Councilmember Justin McCarthy, ACM for Redevelopment Ruth Ann Moore, Economic Development Manger Donna Gomez, Visitor Center ManageC-ITY COUNCIL ACTION David Hermann, Management AnalystAPPROVED DENIED Jane Stanley, Recording Secretary RECEIVED Fi OTHER Michael Mathews, Palm Springs Life David Portener, Trave/Host MEETIjNg DATE 3- G 2L AYES: rf ki G►� ORAL COMMUNICATIONS NOES: ABSENT: �'�Oe . None ABSTAIN: ( VERIFIED BY•- r�1 CONSENT CALENDAR Original on File with City Clerk's Office A. MINUTES OF THE MEETING OF DECEMBER 21, 2010. Michael Shimer moved, by Minute Motion, to approve the minutes of the December 21, 2010, meeting. Motion was seconded by Marlane Wolf and carried 4-0. Theresa Maggio and Kimberly Bowers arrived after the vote. V. CONSENT ITEMS HELD OVER None APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 18, 2011 VI. NEW BUSINESS A. REVIEW OF WEBSITE REQUEST FOR PROPOSALS Donna Gomez distributed a packet of information regarding the Request for Proposals (RFP) for online marketing services. Six proposals were received, and staff has done an initial review of the proposals. The results of the staff review were provided, including the top three choices. Those top three agencies will be invited to the next meeting, which will be February 15t", to make a presentation to the committee. Included in the information packet are: a copy of the RFP, copies of the proposals, staff review and ranked results, and the selection methodology of the ranking that was used. The Committee was asked to review the information prior to the next meeting. Councilman Spiegel asked if the agency selection has an effect on this year's budget. Ms. Gomez responded that it would not, and that Off Madison Ave. is currently providing services month -to -month until the process is finalized. Upon question, Ms. Gomez clarified that none of the proposals received were from local agencies, even though the RFP was disseminated in a variety of ways, including online, in the newspaper, and through the Palm Desert Chamber of Commerce. At least three local agencies received the RFP. B. UPDATE OF FASHION WEEK 2011 Ms. Gomez introduced Michael Mathews from Palm Springs Life magazine. Mr. Mathews distributed marketing collateral for Fashion Week El Paseo 2011. He reported that within the last two months, designers from all over the world have made requests to show their merchandise, including a request from Afghanistan. The word is really spreading. Ticket sales started in November, which has never happened before. He then proceeded to explain the marketing pieces and the events. Passport Sweepstakes — A week long program in which 50 stores have already committed to participate, a window cling for each participating merchant. Sunday, March 20: Fashion Week Out has replaced Fashion Day Out, Style and Beauty Bash fundraiser, and Saks Fifth Avenue Runway Show. Monday, March 21: Wine, Chocolate & Shoes fundraiser for the GirlFriend Factor, and El Paseo merchants Fashion Runway Show. Tuesday, March 22: InSanity from Denise Roberge fundraiser. K APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 18, 2011 Wednesday, March 23: Runway show featuring three designers from season 8 of the Project Runway television show. Thursday, March 24: Fashion Institute of Design and Merchandising runway show. Friday, March 25: Pre -show reception fundraiser for Desert Outreach Foundation, and Trina Turk runway show. Saturday, March 26: Designer of the week Oliver Tolentino. Examples of marketing collateral presented were: postcards, full page magazine ads, and out of market magazine ads. The Food and Wine component has a website: www.palmdesertfoodandwine.com. Tickets for the "Be a Diva" program are $2,500, which includes VIP privileges and special recognition. Mr. Mathews has also been working with the Bighorn BAM charity. Discussion ensued regarding national designer participation, and the difference between designer shows and consumer shows. The Food and Wine Festival component has been endorsed by the James Beard Foundation, who will also be mentioning the event in their outlets. Two chefs from the Food Network have been lined up: "Ace of Cakes" Duff Goldman and Cat Cora. Friday, March 25: California Date Association's date chef competition — Romancing the Date with the Perfect Date. Saturday and Sunday, March 26 and 27: Chef demonstrations, tastings, wine seminars, and book signings. Monday, March 28: Bachelor auction to benefit Shelter From the Storm. Mr. Mathews stated that the City is landscaping the perimeter of the lot and there is a new tent this year, which looks like a building. Restrooms, generators, and ducting will be hidden from street view. Michael Shimer moved, by Minute Motion, to receive and file the 2011 Fashion Week update. Motion was seconded by Marlane Wolf and carried 6-0. C. PRESENTATION OF JANUARY PD STYLE MAGAZINE David Hermann presented the January edition of PD Style magazine. It officially published on Saturday, January 15th, although some Desert Sun subscribers received a copy last week. The cover story features the McCallum Theatre. Ironwood Country Club is highlighted, as well as La Spiga restaurant. Included in the eight city pages (pages 18-25) are profiles of the Visitor Center and El Paseo Village. Ms. Bowers pointed out an error on some detail for the Living Desert 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 18, 2011 Per the agreement, The Desert Sun is advertising and promoting through banner ads on its website with a link to the Palm Desert tourism website. Due to the high demand for the last edition 1,000 additional copies were ordered for distribution to hotels this week. The next edition will be in March, so input would be welcomed. This next issue will have a preview of Fashion Week and will also feature the Desert Willow Lakeview Terrace expansion. Marlane Wolf moved, by Minute Motion, to receive and file the January PD Style magazine. Motion was seconded by Kimberly Bowers and carried 6-0. VII. CONTINUED BUSINESS None VIII. OLD BUSINESS None IX. REPORTS FROM CITY COUNCIL LIAISONS A. City Council Mr. Spiegel reported that the City Council held a special meeting yesterday to address Governor Brown's proposal to eliminate Redevelopment Agencies. Justin McCarthy answered some questions regarding the Governor's proposal and its effect on the City and its Redevelopment Agency. Mr. Spiegel mentioned attending a presentation regarding marketing to "snowbirds" in the Coachella Valley, and complemented Ms. Bowers on her excellent presentation. Donna Gomez then related some of the statistics from that meeting about where "snowbirds" come from, their profile, how they spend their money, and ideas for marketing strategies. The Palm Desert marketing plan, including online and social media, is in line with the information presented. Mr. Spiegel suggested that something focused towards Canadian visitors be implemented for the 2012 season. He also mentioned the Chamber will be 1 ga ping an expo in the Westfield Mail food court called "Shop Local" on March X. REPORTS AND REMARKS A. Chair Emily Bird-Hrivnak stated that the JW Marriott hotel has been very busy. There is talk of some future room and restaurant renovations. 12 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 18, 2011 B. Committee Members Theresa Maggio reported that the Bighorn Behind a Miracle (BAM) Walk for Life fundraiser at Westfield Mall on January 16th included 276 walkers and raised over $17,000. Events at Bighorn are extremely busy and well - attended. Ms. Bowers described two upcoming events. The Mousetrap Invitational Golf Tournament will be held at Ironwood Country Club on January 31 st. Brew at the Zoo will be on February 26th and will feature craft beer and area restaurants. Upon question from Ms. Bowers, Ruth Ann Moore explained how the Food and Wine events were added to Fashion Week. Discussion ensued regarding the previous "Art of Food and Wine" event, which the City had sponsored. Ms. Wolf reported some statistics from a study about pleasure travel done by her partner in the Puget Sound area, which is one of our feeder markets. Pleasure travel is up slightly and people are more optimistic and confident about spending money on travel. She also noted that the state of Alaska has been advertising heavily to get people to book cruises early. Mr. Shimer commented that Tommy Bahama's had the best retail holiday season of the past six years. The restaurant currently has a half-price bottle wine special for Friday nights. Both the retail and restaurant are scheduled for a major renovation this summer. The annual Wine and Music Series start this month at the center lawn of The Gardens on El Paseo. These concerts will be Friday nights and will run twelve weeks. Mastro's Steakhouse has pushed back their opening to September. B. Staff Ms. Moore updated the Committee on the action item from last month, which was the new advertising plan for the rest of the year that incorporated Ideas from the November hotelier meeting. The plan was presented to Council at their retreat two weeks ago. The media plan as well as the vendor list was approved last Thursday, therefore staff could work with the local vendors to refresh the ads. Approval was also given Thursday for a new tagline, which is "Escape to the Sun". Ms. Moore started working with JNS on Friday to place the ads. Some ad space had not been filled, such as in Alaska Airlines and LA Times, and were bumped up to a larger size, as well as an ad placed in Seattle magazine for free. The deadline is tomorrow (January 19th) for March placement. Ms. Moore had Gary Wexler Design quickly revise the original ads over the weekend to meet the deadline. Revised ads will also be added to the online component. Verbiage for the 15-second radio commercial will be finalized today for tomorrow's deadline. 5 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JANUARY 18, 2011 Ms. Wolf suggested that selection of an ad agency should be addressed soon. Ms. Moore agreed and said it would be addressed before the end of the fiscal year. Upon question from Stephanie Loog, discussion ensued regarding the source of City revenues, such as hospitality, retail, and dining, etc., and possible correlation with marketing efforts. Ms. Maggio explained that the images that are used for the ads should represent the areas from which the revenue is generated. Ms. Gomez offered to provide a general breakdown. Mr. McCarthy added that the visual or graphic message for next year needs to be well under way after the budget is approved. David Hermann said that the 2011 City calendar is still being distributed and he will provide additional copies where needed. The first Music and Dining Under the Stars jazz concert at Desert Willow will be on February Td XI. INFORMATIONAL ITEMS A. Visitor Center Report Ms. Gomez informed the Committee that she will be taking a more active role with the Marketing Committee, while continuing the overall team approach to marketing with Ms. Moore and Mr. Hermann. Everyone is invited to attend the Visitor Center open house on January 26th from 5-7 p.m. New directional signs have been installed throughout the community. The activity report will show a dip for a while. Ms. Bowers offered to place Visitor Center information at The Living Desert. The newest Council member, Jan Harnik, will be joining the Committee as the second Council liaison. XII. ADJOURNMENT With Committee concurrence the meeting was adjourned at 3:25 p.m. eti-&f - Preli red by Jane Stanf6y 0