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HomeMy WebLinkAboutMinutes - Marketing Committee - July 19, 2011PALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, July 19, 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 Emily Bird-Hrivnak, Theresa Maggio Jennie Rayner Michael Shimer Stephanie Loog Vice Chair Members Absent: Jenna LeMaster Marlane Wolf Rolf Hoehn Joined the meeting at 2:05 Staff /Others Present: Jan Harnik, Councilmember Justin McCarthy, ACM Redevelopment Ruth Ann Moore, Economic Development Manager Donna Gomez, Visitor Center Manager David Hermann, Management Analyst Jane Stanley, Recording Secretary III. ORAL COMMUNICATIONS None IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF JUNE 21, 2011. U s W .3 d. C cr cr �azaa>o Theresa Maggio moved, by Minute Motion, to approve the minutes of the June 21, 2011, meeting. Motion was seconded by Emily Bird-Hrivnak and carried 5-0-4. Jenna LeMaster, Marlane Wolf, Rolf Hoehn and Stephanie Loog were absent. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE V. CONSENT ITEMS HELD OVER None VI. NEW BUSINESS None At this point Stephanie Loog arrived. VII. CONTINUED BUSINESS A. UPDATE ON 2012 COMMUNITY CALENDAR JULY 19, 2011 David Hermann thanked the Committee Members for their input since the last meeting and distributed photos provided by Members and representations of ideas for the calendar. He reported that the general consensus is the Members are happy with the theme "Treasures Every Step of the Way," which is also the slogan for the El Paseo merchants. The theme will allow for photos of hidden "treasures" people may not know about as well as "treasures" everyone knows about. Other suggested themes are "Live, Spend, Play in Palm Desert" suggested by Stephanie Loog, and "Hidden Treasures" suggested by Marlane Wolf, Mr. Hermann asked the Members if they preferred either of these themes instead, and they did not. Some of the "treasures" Rolf Hoehn had suggested are hiking trails, parks, and public art. Ms. Loog suggested night skies as a "treasure" and Jenna LeMaster suggested the Cinemas Palm d'Or. To highlight more than twelve "treasures," quotes can be added regarding other "treasures." Upon question, Mr. Hermann reported that the calendar is ahead of schedule. Donna Gomez reminded the Committee that there will be a photo of the Committee included in the introduction to the calendar, and a time will need to be coordinated for the group shot. Ruth Ann Moore added that some Fashion Week shots will also be made available for the Committee to review. Ms. Maggio commented that photo credit will need to be noted on several photos she provided and offered to give Mr. Hermann that information. There was no motion for this item. K APPROVED MINUTES PALM DESERT MARKETING COMMITTEE VI11. OLD BUSINESS CONSIDERATION OF AD CAMPAIGN DIRECTION JULY 19, 2011 Donna Gomez reminded the Committee about the events that have transpired over the past year involving finding an agency to develop a new ad campaign. She reported that the recently developed Marketing Plan was unanimously approved by City Council at their last meeting. The Marketing Plan will provide clear direction for the branding message and what will be expected from an ad campaign. Last year the Committee had originally chosen the proposal from Scott Burch Design. His agency is local and available, talented, and is amenable to working directly with the Committee. He also agreed to keep his proposal price the same as it was last year, although additional costs will be associated with obtaining new photography. Mr. Burch is aware the Committee will be more hands-on since they had worked so hard to come up with a new direction and message. Sara O'Flynn noted that the advantages of working with a local agency, as well as a cost at one-third that of OMA, are pretty big. She liked that he is available for face-to-face meetings, which is an important factor in her business. Upon question, Ms. Gomez stated that she had not come across any negatives associated with working with Scott Burch Design. The testing element would be lost, but Marlane Wolf had offered to do some testing. Justin McCarthy observed that the Committee was originally side-tracked with the issue of testing, but when the OMA campaigns were revisited, the Committee no longer liked them. More interactivity with Scott Burch Design might provide a product that the Committee will be happier with. Ms. Maggio added that JNS performs testing for Bighorn ads, and possibly could provide that as well. Ms. Gomez noted that OMA's testing was online only, and Palm Desert's marketing program is very balanced, including radio and print. She will ask AS if they could possibly do some testing. Ms. Loog said her company had hired Scott Burch Design to redesign their look. She said he is phenomenal and has done a great job. She had been impressed with Scott Burch's group and presentation, and after interviewing several agencies had chosen his as the best qualified. She is 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JULY 19, 2011 totally pleased with his work because he is very responsive, knows the market, and she feels he will work very well with the Committee and will provide what is requested. Ms. Loog believed she should abstain from the vote. Ms. Maggio asked if due to a time crunch a sub -committee should meet with Scott Burch. Ms. Gomez responded by saying she had talked with JNS and OMA, and neither had concern with a later timeline. Because of the issue of needing new photography and to get a great ad campaign, a January rollout would be just as beneficial as a fall campaign. Ms. Gomez felt it is more important to be satisfied with the new campaign. Additionally, since there in no Committee meeting until September, photography can be done at the right time of year when the season is here. Staff can take time and look toward a January unveiling. Emily Bird-Hrivnak moved, by Minute Motion, to recommend moving forward with Scott Burch Design for development of an ad campaign in collaboration with the Marketing Committee that coincides with the Marketing Plan. Sara O'Flynn seconded the motion and it carried 4-0-3-2. Marlane Wolf, Rolf Hoehn and Jennie Rayner were absent. Theresa Maggio and Stephanie Loog abstained. Ms. Gomez will invite Scott Burch to the September 20th meeting to present some concepts and to brainstorm with the Committee. At that time they can decide if a sub -committee needs to be formed. IX. REPORTS FROM CITY COUNCIL LIAISONS A. City Council Ms. Harnik reported that Council was impressed with the detail and the work that was provided in the Marketing Plan. She is glad to see efforts moving forward and is happy with the direction and the media being used. X. REPORTS AND REMARKS A. Chair Ms. O'Flynn congratulated Ms. Gomez on the full support of the Marketing Plan by the Council. She is happy to report that sales are up from last year and is in the process of planning events for next season. In general there is more foot traffic than past summers and she has observed a younger demographic on El Paseo. Upon question regarding the "Canadian effect", Ms. O'Flynn stated that the stores do not do surveys of customers. Michael Shimer said that from his experience he can validate that effect. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE B. Committee Members JULY 19, 2011 Theresa Maggio remarked that Bighorn has many Canadians purchasing homes. As a result, a passport weekend geared toward the Canadians is being developed. Dates have been set for Bighorn BAM events. The Walk for Life will be Sunday, November 6tn, and the Shops on El Paseo event will be Saturday, November 19tn Jennie Rayner conveyed that The Living Desert has recently completed a patron satisfaction study for March and April. 65% of the visitors are from out-of-town, with a large number being Canadians. She will share the final report when it is completed. Fall plans are being made, including a three night event for Halloween themed "A Western Ghost Town." Emily Bird-Hrivnak reported that the golf course is still under renovation, rooms are on target for August completion, and the hotel is at occupancy. Stephanie Loog asked if Palm Desert has a welcome package for new businesses in the community. Mr. McCarthy responded that this is a good idea and offered to look into it. C. Staff Ms. Gomez made note of the fact that the Visitor Center was going to track zip codes through the point -of -sale system, but found out that they are prohibited from asking for that information for marketing purposes. Mayor Pro-Tem Spiegel had asked Ms. Gomez to start some conversation regarding co-op advertising opportunities to stretch marketing dollars, so she will be contacting Ms. Rayner and Ms. Bird-Hrivnak. Ms. Gomez reiterated that the Marketing Plan as well as the JNS Advertising contract and related Media Plan were approved by City Council at their last meeting. Council has also made a recommendation to add two members to the Marketing Committee. Ms. Gomez will be working on a resolution amending the Marketing Committee bylaws to identify additional categories for the Committee membership. The resolution will go to Council in August. XI. INFORMATIONAL ITEMS A. Visitor Center Report Ms. Gomez asked the Committee to watch for the numbers to grow as the location becomes established. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE JULY 19, 2011 Upon question, she said the property owner will not allow a sign on the parking lot side of the Visitor Center that would be visible from Highway 111. However, half of a panel in the existing monument sign on San Pablo has been made available. This sign has been designed and will go out to bid. A directional sign like the way -finding signs installed throughout the city is on order and will be installed on eastbound El Paseo. XII. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 2:48 p.m. J,.6ne Stanley, Recordirid Secretary n