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HomeMy WebLinkAbout2012 Rock N Roll New Year's Eve Half Marathon Event and SponsorCITY OF PALM DESERT SPECIAL PROGRAMS DEPARTMENT STAFF REPORT REQUEST: APPROVE THE 2012 ROCK'N' ROLL NEW YEAR'S EVE HALF MARATHON EVENT AND SPONSORSHIP SUBMITTED BY: Frankie Riddle, Director of Special Programs DATE: November 10, 2011 CONTENTS: Letter from Competitor Group Recommendation By Minute Motion, approve the following: 1. The 2012 Rock 'n' Roll New Year's Eve Half Marathon scheduled for Monday, December 31, 2012, with the condition that a Traffic Control Plan is approved by City staff; 2. Proposed event route and road closures; 3. Approve band placement at various locations throughout route; 4. Waiver of Section 11.01.140 — Amplified Sound; 5. Waiver of Chapter 5.84 — Distribution of Literature, Peddling, and Solicitation; 6. Sponsorship in an amount not to exceed $54,000 to be paid for police services rendered and paid directly to the police department from Account No. 110-4416-414- 3062; and 7. Authorize carryover of funds appropriated in FY 2011/12 in the amount of $54,000 from Account No. 110-4416-414-3062. Executive Summary At its meeting of July 14, 2011, the Palm Desert City Council approved the 2011 Rock `n' Roll New Year's Eve Half Marathon as well as the above actions and sponsorship in the amount of $54,000. Unfortunately, in late September the Competitor Group notified the City of Palm Desert and the City of Indian Wells that it would not be able to move forward with the 2011 event. The reason provided was insufficient time to properly market event. Mr. Walton, Director of Government Affairs for the Competitor Group noted that generally an event is planned and marketed a year out. Since approval of this event was not received until mid July, less than six (6) months from the event, there was not sufficient time to undertake the full scale marketing campaign that is usual for their events. As a result, registration was down compared to where the Competitor Group thought that it should be to STAFF REPORT 2012 ROCK `N' ROLL NEW YEAR'S EVE HALF MARATHON EVENT AND SPONSORSHIP NOVEMBER 10, 2011 PAGE 2 ensure a successful event. Both Indian Wells and Palm Desert staff agreed that it would be better to postpone the event to 2012 and obtain respective Council's approval early in the year thus allowing the Competitor Group sufficient time to properly market the event. On October 19, 2011, City staff received notice from the Competitor Group requesting consideration of approval for the 2012 event and sponsorship in the amount of $54,000. The sponsorship request and proposed use is the same as approved for the 2011 event. The Competitor Group will approach the City of Indian Wells next for approval of the 2012 event. The request will include approval of the 2012 event as well as sponsorship in the amount of $53,400, the same as approved for the 2011 event. Background As part of the 2011 event planning process, staff conducted various meetings with representatives of the City of Indian Wells, the Competitor Group, and the Tennis Garden to discuss event details relative to the Rock 'n' Roll Half Marathon such as operational issues, route, road closures, community impact and outreach, costs, etc. Provided below is information on pertinent details relative to the previously approved 2011 event. The major activities planned and approved for 2011 will remain in place for 2012 event and are provided below as a refresher: The primary details for Council consideration are as follows: • Sponsorship: The Competitor Group requested a sponsorship from the City in the amount of $54,000 to offset police services. Staff is recommending approval in an amount not to exceed $54,000 to be paid directly to the Riverside County Sheriff's Department for services rendered. • Route: The route will start and end at the Indian Wells Tennis Garden. The proposed 2012 event route will remain the same as that approved for the 2011 event. • Traffic Control Plan: The Traffic Control Plan and issues relative to street closures were worked out as part of the 2011 event and will remain in place for the 2012 event. Any proposed changes, will be addressed by staff during the 2012 planning process. • Community Impact and Public Relations Plan/Outreach: City staff and the Competitor Group will undertake various actions to inform residents of the 2012 event, route, road closures, etc. Notification will include articles in the BrightSide, the City's website, and via press releases. Residents and businesses within the route will also be targeted to receive door hangers provided by the Competitor Group that will specifically inform them of the event, route, road closures, and ingress/egress options. • Band Locations: It is anticipated that the locations of the bands will remain the same as proposed and approved as part of the 2011 event. However, if changes occur, staff will review each site to ensure that it is an appropriate fit for the area. STAFF REPORT 2012 ROCK `N' ROLL NEW YEAR'S EVE HALF MARATHON EVENT AND SPONSORSHIP NOVEMBER 10, 2011 PAGE 3 Host Hotel: The Competitor Group plans to continue to utilize the Marriott Desert Springs Hotel as one of the host/headquarter hotels. (The Hyatt Grand Champions in Indian Wells will also be a host/headquarter hotel.) However, the Competitor Group will need to renew agreements with the hotels. Marketing: Included as part of their marketing strategy is the following: printed materials, digital media blasts, website, and goodie bags given out at expos and other events, all of which are done locally, regionally, and nationally. Receiving early approval of the 2012 event will allow the Competitor Group a full year to market event in various media outlets as well as promote the event at all their 2012 events leading up to this end of the year event. Indian Wells City Council approved the 2011 event, route, and sponsorship in the amount of $53,400 ($18,400 police services and $35,000 marketing); however, the sponsorship was conditioned as follows: The Competitor Group will receive half ($26,700) with the approval; however, in order to receive the second half ($26,700) the event sponsor must show that 3,000 or more room nights were in Indian Wells. Fiscal Analysis Since the funds were appropriated in FY 2011/2012 with the approval of the 2011 event, carryover of these funds for the 2012 event should not impact the General Fund. Staff recommends that City Council approve the 2012 Rock `n' Roll New Year's Eve Half Marathon, sponsorship cost, and other details outlined in the recommendation above. Submitted By: ()o Franki Riddle Director of Special Programs Approval: o n M. Wohlmuth y Manager * Approved the recommendations, contingent upon the City of Indian Wells' approval for the event. 5-0 zm 4, /� Paul S. Gibson, Director of Finance CITY COUNCIL A ON APPROVED DENTED RECEIVED OTHER pS competitorgroup -_ .. October 19, 2011 Frankie Riddle Director of Special Programs City of Palm Desert 73-510 Fred Waring Drive Palm Desert, CA 92260 Dear Frankie, This letter is a formal request to the City of Palm Desert to respectfully request funding support for the Rock'n' Roll New Years Half Marathon scheduled to take place on Monday December 31, 2012. Postponing the 2011 event, while a difficult decision, was done in the best interest of the event and the host cities of Palm Desert and Indian Wells. With a full year to properly promote this new market, it puts the event in a stronger position to achieve the targeted participation levels. As per the quote received by the Riverside County Sheriff's Department, we are requesting support in the amount of $54,000 to offset the police costs for the event. The half marathon course will be the same course as was approved in 2011. The Rock'n' Roll Marathon Series will take place in 25 North American cities in 2012 and has a proven track record of generating thousands of room nights and a multi -million dollar economic impact for host cities. The driving force behind this phenomenon is a national marketing campaign that is fueled by the world's largest endurance participant database, 4 In-house print endurance publications and an online presence at www.competitor.com that sees 2.5 million unique visitors per month and 36 million page views per month. We look forward to hosting the inaugural Rock'n' Roll New Years Half Marathon in Palm Desert and appreciate your consideration of this request. Kind Regards, Dana Allen VP, Business Development The Premier Endurance Sports Media and Event Platform www.COMPETITOR.com