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HomeMy WebLinkAboutMinutes - Marketing Committee September 20, 2011['.ALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, September 20, 2011 — 2 p.m. Administrative Conference Room I. CALL TO ORDER Sara O'Flynn called the meeting to order at 2:00 p.m. II. ROLL CALL Members Present: Sara O'Flynn, Chair Jenna LeMaster Marlane Wolf Theresa Maggio Rolf Hoehn Jennie Rayner Stephanie Loog Members Absent: Emily Bird-Hrivnak, Michael Shimer Vice Chair Staff /Others Present: Robert Spiegel, Mayor Pro -Tern Jan Harnik, Councilmember Justin McCarthy, ACM Redevelopment Ruth Ann Moore, Economic Development Manager Donna Gomez, Visitor Center Manager David Hermann, Management Analyst C"'Y COUNCIL ACTIC N Jane Stanley, Recording Secretary AP1'i2OVED Scott Burch, Scott Burch Design RECEIVED Shelly Cannon, Scott Burch Design Risseth Lora, Scott Burch Design MEETING DATF, 7- K III. ORAL COMMUNICATIONS None IV. CONSENT CALENDAR AT f'_;.:�F'/Zs Zr� NOES: —A! CPC-- ABSENT: Wllk— ABSTAIN: t ✓Ulc- VERIFIED BY.- - IQDli 1-a Original on File with City Clerk's (Jftice A. MINUTES OF THE MEETING OF JULY 19, 2011. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE SEPTEMBER 20, 2011 Theresa Maggio moved, by Minute Motion, to approve the minutes of the July 19, 2011, meeting. Motion was seconded by Rolf Hoehn and carried 7-0-2. Emily Bird-Hrivnak and Michael Shimer were absent. V. CONSENT ITEMS HELD OVER None VI. NEW BUSINESS None VII. CONTINUED BUSINESS A. UPDATE ON 2012 COMMUNITY CALENDAR David Hermann distributed three different calendar design themes based on the overall theme of "Treasures Every Step of the Way." He asked the Committee and liaisons to review and rank them according to preference, and for any feedback or concerns. By Committee concurrence the group photo for the calendar will be taken on Tuesday, October 4th at 9:00 a.m. at the Eric Johnson Memorial Garden. Mr. Hermann will contact Emily Bird-Hrivnak and Michael Shimer. There was no motion for this item. VIII. OLD BUSINESS CREATIVE AD CAMPAIGN DIRECTION Donna Gomez reported that City Council had approved the Scott Burch Design contract for a new creative ad campaign. She then introduced Scott Burch, who introduced his team members, Shelly Cannon and Risseth Lora, and gave an overview of his firm. He stated that the campaign needs to include impactful imagery, and be creative and clever with an emotional feeling to make sure the viewer comes here and comes back again. His team has had time to review the Marketing Plan, backup information, demographics, messaging, geographic target areas, and would like to hear the Committee's ideas. Theresa Maggio expressed that she would like to see more colorful and exciting images of night life. As an example, she showed the front cover of the August Palm Springs Life magazine, which she felt drew the observer into the scene. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE SEPTEMBER 20, 2011 Scott Burch added that a campaign can be one where you are looking at something happening or one where you are invited into it. Ruth Ann Moore made note of the fact that the hoteliers emphasized the weather is what brings visitors. Donna Gomez agreed and said that besides the weather visitors come to escape and relax. Discussion ensued on the topic that Palm Desert offers a full spectrum of activities for all visitors and that there is something for everybody. Jan Harnik expressed that when she goes on vacation, she wants the opportunity to 'have it all.' Rolf Hoehn commented that it will be a challenge to set Palm Desert apart from other destinations. Shelly Cannon advised that they will be pushing the envelope with arresting ads. Stephanie Loog questioned whether specific ads will be developed for different areas, such as some for weather and some for getting away from the hustle and bustle. In response, Scott Burch said the ads will be targeted to the publication. David Hermann asked the Committee if they thought the slogan "Feel the Warmth" works and if it captures Palm Desert. Jan Harnik observed that the slogan is welcoming on many levels. Theresa Maggio remarked that the ads should show the personality of our city. Shelly Cannon concurred stating that a successful ad will show a dynamic interaction between people, what they feel and remember, and the charge is to relay that in such a way that is memorable. Justin McCarthy pointed out that the ads will be quarter or half page or small part of a website. 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE SEPTEMBER 20, 2011 Scott Burch responded by saying the ads will have room for one or two words and an image. The objective will be to get the reader to stop, look, understand, chuckle, plan, and react by calling or logging on. Shelly Cannon asked each member to offer one word that conveys the single most important thing for Palm Desert ads. These were the responses: (Ads that) pop, escape, consistency (in messaging), experience, activities, personality (of Palm Desert), fresh, hip, relevant, events, and feeling. Jennie Rayner added that in the recent customer survey done at The Living Desert, respondents mentioned `events' as the reason for their visit to the valley. Donna will be meeting with Scott Burch to put a timeline together for concepts to bring back to the Committee. There was no motion for this item. IX. REPORTS FROM CITY COUNCIL LIAISONS A. City Council Mr. Spiegel mentioned that there is a problem with the proposed Red Lobster restaurant. The State has made additional requirements for ground water retention. Council will be considering providing assistance through the City's Fagade Enhancement Program. He also described the recent opening of the 990 Only Store. X. REPORTS AND REMARKS A. Chair Ms. O'Flynn remarked that the Tommy Bahama's store has been remodeled and the restaurant remodel will be done in early November. Other stores have also been remodeled, including Pacifica and Williams Sonoma, bringing a fresh, new look to the center. Almost finalized is the Christmas Tree Lane event, which was started over 20 years ago by Mery Griffin. Ten celebrity trees will be auctioned off at the kick-off event on November 26th and Jack Jones will emcee. There will be a silent auction for ten other trees that will be on display for ten days. 51 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE SEPTEMBER 20, 2011 B. Committee Members Jenna LeMaster reported that Virgin America Airlines has added flights from New York to Palm Springs starting in December through April. Westfield has had 15 months of positive sales comps. Upcoming events include the Halloween Spooktacular on October 31 st Piggybacking on the success of the summer library program, Thursdays beginning in October there will be a reading program for kids 0-5 years old. Ms. LeMaster will be asking her corporate office for funding to develop a program with non -profits. Rolf Hoehn recounted that the Competitor Group made the official announcement and launched the marketing campaign last week for the Rock 'n Roll Half Marathon. 7,500 runners are expected for the event. The Marriott Desert Springs is one of the headquarter hotels. Sugar Ray and the B-52s will be the headliner bands, with concert commencing at the conclusion of the race around 3 p.m. outside the Tennis Garden. Because the Competitor Group considers this a `boutique' event, upgraded amenities will be provided to the runners. There will also be a 2-day Health Fair at which Palm Desert will get a booth space. Upon question, Mr. Hoehn agreed to provide the contact person's information to those interested in putting something in the swag bag. The NBA pre -season basketball game will not happen this year at the Tennis Garden. Regarding the Palm Springs Airport, valet parking will be offered, and the USO operation will move from the baggage claim area to an adjacent hangar. Theresa Maggio was happy to report that Bighorn has just closed its 31 st property this year. One of Bighorn's members will be featured in a WestJet article on the topic of people who go to a destination and love the location so much that they move there. The Bighorn BAM Walk for Live will be at Westfield on Sunday, November 6th. Jennie Rayner said that beginning October 1st The Living Desert will go back to normal hours. Because of a grant from the City of Palm Desert, Saturday, October 8th will be "Palm Desert Kids Day," allowing Palm Desert residents to bring kids for half price. In addition, this season will include a new reptile show. The cafe has been renovated and is now a `grab and go.' In November they will be promoting lunch where business people may eat without paying the entrance fee. 5 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE SEPTEMBER 20, 2011 In communicating with her vendors, Stephanie Loog is hearing that this summer was very good compared to last, and they are anticipating a good season. Marlane Wolf mentioned that her partner has reported a `very dry, hunker down' attitude for travel. Also, a group of private citizens is attempting to create a tourism department since the Washington State Department of Tourism has been defunded. C. Staff Ruth Ann Moore announced many new stores that have opened and will be opening soon. She also described the various events for Fashion Week. Ms. Gomez has been discussing co-op advertising opportunities with the Marriott directed at the Canadian market and with Desert Willow for a travel writers event ocurring in October. Ms. Gomez went on to say that 42 Palm Desert restaurants are involved with the October "Dine Out" program. Relating a positive event for the City, Mr. McCarthy said that the Palm Desert Country Club Golf Course has recently been acquired by a Canadian group and is scheduled to open the first of next year. XI. INFORMATIONAL ITEMS A. Visitor Center Report Ms. Gomez made note of the fact that on October 29th Council will be considering the request to hire a retail and merchandising consultant. XII. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 3:50 p.m. Jan Stanley, Record in Secretary 0