HomeMy WebLinkAboutSponsor Fashion Week El Paseo and Food and Wine Festival 2013 - 2015CITY OF PALM DESERT
STAFF REPORT
REQUEST: CONSIDERATION OF A REQUEST FOR FUNDING TO SPONSOR
FASHION WEEK EL PASEO AND FOOD & WINE FESTIVAL PALM
DESERT 2013-2015
SUBMITTED BY: Ruth Ann Moore, Economic Development Manager
DATE: July 12, 2012
CONTENTS: Fashion Week El Paseo and Food & Wine Festival Sponsorship
Agreement
Area map depicting road closure
2012 Fashion Week and Food & Wine Results
Recommendation
By Minute Motion:
1. Approve a $75,000 sponsorship for Fashion Week El Paseo and Food & Wine
Festival Palm Desert for the next three years;
2. Appropriate an additional $25,000 from Unobligated General Funds to
Community Sponsorships for the Fiscal Year 2012-2013, 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 and Larkspur for the Fashion Week event in March of 2013;
5. Authorize closing a portion of Larkspur Lane in the evenings from 5:00 p.m. to
10:00 p.m. during Fashion Week event in March of 2013;
6. Permit the consumption of alcoholic beverages on City -owned property; and
7. Authorize the Mayor to execute the sponsorship contract.
Funds of $50,000 have been included in the proposed Financial Plan for 2012/2013
Community Sponsorships; Account No. 110-4416-414-3062.
Staff Report
Fashion Week 2013-2015 Sponsorship
July 12, 2012
Page 2 of 4
Executive Summary
This will be the eighth year for Fashion Week with continuing growth in events and
attendance. Last year's sponsorship was $75,000, and the contract included in -kind
services that were used for coordination of event by Economic Development staff, Public
Works staff time for street closing with no overtime, and the waiving of related permit fees
for special events and tent inspections estimated at $600.
As listed in the 2012 Fashion Week recap, the value of media and marketing coverage for
the events including; editorial & news value, television advertising & promotional value,
radio advertising & promotional value, online advertising, print advertising and printed
collaterals total over $1.8 million. As the title sponsor, the City of Palm Desert is featured in
all media and marketing coverage.
Committee Recommendation
The Marketing Committee, after reviewing the results of the 2012 Fashion Week,
unanimously recommends to City Council a continued sponsorship of $75,000 for this
signature City event and that the City make a three year commitment to sponsor Fashion
Week El Paseo and Food & Wine Festival Palm Desert.
At the June 19, 2012 Marketing Committee meeting, a request for funding by Palm
Springs Life was presented for the 2013 event at $150,000, a 100% increase over the
2012 sponsorship of $75,000. The increased request is to accommodate future growth
in the following areas:
• Improved event landscaping
• Upgraded restroom facilities
• More sophisticated and comfortable decor and atmosphere
• Enhanced lighting
• Sound buffering to add materials to the tent due to sound complaints
• Automated ticketing system
Currently, the proposed FY '12-13 budget includes $50,000 for the Fashion Week
sponsorship. Palm Springs Life has begun to successfully gain sponsorships for the
events as evidenced by this year's results with Integrated Wealth Management, Land
Rover, El Paseo, The Gardens and Fashion Week's many "Fashion Divas."
With the current economic climate of Palm Desert and the elimination of the
Redevelopment Agency, the City has less funding. Additionally, the City will be forced
to sell the existing Larkspur Lane lot within 5 years which is owned by the Successor
Agency and give the monies to the various taxing entities. With limited funding, staff
could not recommend to the Marketing Committee the request for $150,000.
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Staff Report
Fashion Week 2013-2015 Sponsorship
July 12, 2012
Page 3 of 4
Instead, staff recommended a long term commitment to Palm Springs Life for three
years at $75,000 each year and to work cooperatively to find an alternative location for
2014 or 2015. This would require a commitment by Palm Springs Life to continue both
Fashion Week El Paseo and Food & Wine Festival Palm Desert in the City.
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 picked
because it fell between two major events in the valley, the BNP Paribas Tennis Tournament
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. This year, 79
merchants conducted in-store events, 13 salons participated and 17 El Paseo
merchants were featured in the opening evening fashion show in the tent. Other
significant highlights include:
• Total attendance for both Fashion Week El Paseo and Food & Wine Festival
Palm Desert was over 13,800 for the tent events, a 17.1 % increase over 2011.
• Of the 13,800 in attendance, 30% were from out of the Coachella Valley.
• Daily cars counted at The Gardens increased by 3.7% during Fashion Week over
other days in March with an increase in sales over the previous year by 19%.
• Local charities received over $103,000 as a result of Fashion Week activities.
• The value of media and marketing coverage totaled over $1.8 million and press
releases went to 500 local/regional outlets and over 26,000 out -of -market outlets
with a total of 2.6 million impressions for the event.
• Fashion Week was picked up and featured on over 619 websites with 12,073
visits from 105 countries throughout the world.
Fiscal Analysis:
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.
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Staff Report
Fashion Week 2013-2015 Sponsorship
July 12, 2012
Page 4 of 4
Funds for a $50,000 sponsorship have been included in the proposed Financial Plan for
2012/2013 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.
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.
Approval of a three-year commitment to sponsor the event would both secure a future
foundation of funding for the promotion and maintain a commitment by Palm Springs
Life to keep the event in the City. Therefore, staff recommends funding the Fashion
Week El Paseo and Food & Wine Festival Palm Desert sponsorship.
Submitted.sy: Department Head:
Ruth A n Moore Wrtin Alvarez
Econom' ievelopment Manager Economic Development Director
CITY COVNCrcOx
APPROVED DVWED
RECEIVED OTHER
Paul S. r3ibson, Director of Finance
Appr
n M. Wohlmuth, City Manager
MEETIN DATE —3O/
AYES:
NOES:
ABSENT: OA -e
ABSTAIN:
_VERIFIED
Original on File with City C k's Office
* Approved the recommendations, with an additional
one: 8) as the producers develop the event in
2013, and the second and third years of the
agreement:, that if needed, they may return to
City Council for consideration of a request
for additional funding. 3-2 (Benson, Finerty NO)
G:\rda\Ruth Ann Moore\word data\STAFF REPORTS\Fashon Week 2012 Staff Report 7-12-12.doc
Sponsorship Agreement
Fashion Week El Paseo 2013 - 2015
Food & Wine Festival 2013 - 2015
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
and Food & Wine Festival by The City of Palm Desert (Events.)
**See Page 2
Under this agreement, Palm Springs Life shall produce Fashion Week El Paseo and Food &
Wine Festival Palm Desert on March 16 - 24, 2013, March 15 - 23, 2014 and March 14 -
22, 2015 and provide to the City of Palm Desert the following benefits.
PRE EVENT
• Palm Desert included in all in -and -out of market public relations efforts
• PALM DESERT included on all in -and -out of market print collateral.
• Palm Desert mentioned in all radio ads for Fashion Week
• Palm Desert mentioned in all television spots for Fashion Week
• Palm Desert will receive one full page in the El Paseo Catalogue
• Full page 4 color ad in 2012 Fashion Week Official Program (35,000 copies)
• PALM DESERT logo/link on FashionWeekElPaseo.com and PalmSpringsLife.com for
one year.
• 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.
• PALM DESERT logo on a minimum of four (4) E-blasts (24,000 opt -in subscribers)
• PALM DESERT logo on Events ads in the September through and March issues of
Palm Springs Life (22,000 per month)
• PALM DESERT logo/link on Events ads in the digital page version of Palm Springs Life
sent each month to 24,000 opt -in subscribers.
ON SITE
• PALM DESERT logo on stage walls in main Fashion Week tent all week
• PALM DESERT logo on each of the daily Events programs (10,000 copies)
• Product placement opportunity in the finale fashion show gift bag (approximately 900
attendees)
• Eight (8) reserved sponsor seats to every evening fashion show
• Eight (8) tickets to the Saturday and Sunday Food & Wine events
• PALM DESERT logo printed on the back of all Event tickets if possible
POST EVENT AND MORE
• PALM DESERT logo on full color ad in May Palm Springs Life recap
• PALM DESERT logo/link on www.shopelpaseopalmdesert.com
• Recap 60 days after conclusion of event
ONLINE ADVERTISING
FEE
Four (4) PalmSpringsLife.com creative banner packages - 50,000 impressions each.
(Valid from March through December of each year covered by this contract.)
Four (4) PalmSpringsLife.com monthly electronic newsletter ride -along ad, 24,000
opt -in subscribers. (Valid from March through December of each year covered by
this contract.)
For the rights accorded a Title sponsor of Fashion Week El Paseo and Food & Wine
Festival Palm Desert we require a yearly sponsorship fee of Seventy Five Thousand
Dollars ($75,000) for the Events in 2013, 2014 and 2015. The Seventy Five
Thousand Dollar ($75,000) payment is due in full for each year on January 15, 2013,
January 14, 2014 and January 13, 2015.
AGREED
Michael A. Mathews
Marketing Director
Palm Springs Life
Dated:
Robert A. Spiegel
Mayor
City of Palm Desert, CA
Dated:
** This agreement will continue for a three year sponsorship as hereinafter set
forth. The City and Palm Springs Life will work in coordination to provide a location
other than the current Larkspur location should such site not be available in the
future. Palm Springs Life will continue to produce Fashion Week El Paseo and Palm
Desert Food & Wine Festival located in the City of Palm Desert for a three year
period. This agreement is subject to the budgeting of same by the City each fiscal
year."
DATE: 3/2/2011
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
Integrated Wealth Management PRESENTS
2012
a
2012 RECAP
TABLE OF CONTENTS
FASHION WEEK EL PASEO
2 Introduction
4 Attendance
5 Business Comparison
6 Participating Merchants
7 El Paseo Shopping Passport and In -Store Events
8
Partners
9
Charities
10
Sponsors
11
Fashion Divas
13
Media Coverage
14
Public Relation
15
Television Advertising
16
Radio Advertising
17
Online Advertising
18
Website Visits
19
Print Advertising
20
Marketing Collateral
21
Contact Information
rJ
11
10
WE ARE PLEASED TO PRESENT THE
RECAP OF FASHION WEEK EL PASEO' 2012
This seventh annual event, organized by Palm Springs Life, California's Prestige Magazine, takes place
at the Fashion Week main tent on the prestigious El Paseo in Palm Desert, California. Fashion Week
El Paseo. has grown from two days seven years ago to nine days in 2012. Attendance grew 30 percent
in 2011 and 19 percent this year, climbing to an impressive 11,000 with an economic impact of $2,940,960.
The Style and Beauty Bash, with its participating 22 hair and makeup salons and stores and 15 Palm
Desert retailers, not only helped create excitement for the upcoming week of runway shows, but also
gained recognition for local hair and makeup professionals and benefited local charities.
Fashion Week El Paseo 2012 offered a week of runway Fashion Shows where designers presented an
insider perspective on the latest trends. Consumers experienced designer and couture runway fashion
shows, two newly added afternoon trunk shows, pre -show receptions, Le Chien: a new doggie afternoon
The interest and excitement surrounding Fashion Week helped to increase El Paseo traffic and sales;
notably 23.5% additional sales to The Gardens on El Paseo and a 3.7% increase in automobile traffic.
Fashion Week El Paseo has proven to be a unique marketing opportunity to showcase its sponsors and
partners companies and brands in a meaningful environment. The event is built around an integrated
program that incorporates print advertising and collateral, radio, TV, PR, online, and social media
resulting in a media and marketing value of over $1,801,367.
Fashion Week El Paseo celebrates fashion and fun but focuses on giving back to the community. This
year, there were 24 charities who cumulatively received $103,537 from ticket sales and special events.
Overall, the success of Fashion Week El Paseo depends on the involvement and passion of many.
We look forward to your continued support with Fashion Week Ell Paseo, March 16-23, 2013!
ATTENDANCE
2012 Attendance... . . ... 11,140
2011 Attendance ........ 9,000
Geographic Composition of Attendees
Coachella Valley . . . . . . . . . . . . . . .. . . . . .70%
Out -Of -Market .. ...... .. .. ... .. .....30%
California
Los Angeles County .. .. . .. .. . . . .. . . .. . .4%
Orange County .. . . .. . . . . . . . . . . . . . . .. 1.3%
San Diego County . . . .. . . . . . . . . .. ... ...2%
Northern California . . .. . . . . . . . . .. . .....5%
Other California . . . . . . . . . . . . . . . . . . . . . .2%
Outside California
Canada . . .. .. . .. . . . . . . . . .. . . . .. . . .4%
North East . . . . . . . . . . . . . . . . . . . . . . . . . . 1%
Midwest . . . . . . . . . . . . . . . . . . . . . . . . . . .4%
South ............................. 1 %
West (excluding CA) .. .. . . . . . . . . . . . . . . . .5%
BUSINESS COMPARISON
Additional sales reported during Fashion Week
at The Gardens on El Paseo:
1
2012 ..................... $11349240
(2012 total includes El Paseo village)
2011 .......................... $917,952
Increase of automobile traffic at The Gardens on El Paseo
during Fashion Week over average traffic in the month of March over last year:
2012 ..........................3.7%
(2012 total includes El Paseo village)
2011 ........................ 38%
(El Paseo Village opened in 2011)
Testimonials:
Cos Bar: "We are pleased to share with Palm Springs Life that Cos Bar, during Fashion Week El
Paseo 2012, experienced higher than average customer traffic and realized an increase in revenue
of 36% over this same time last year. We believe our special promotion "Face of Fashion Week"
and the Fashion Week El Paseo Style and Beauty Bash event and Little Black Book attributed
greatly in generating much of the excitement and customers to our salon".
-Shamina Plott, Cos Bar salon manager -
Hello everyone at Palm Springs Life. What a fantastic magazine, something you would expect to
see in New York or LA. I had to write and let you know how much my mother (Sylvia Allen) and
I loved El Paseo Fashion Week in March. The highlight for us was "Le Chien"! We were blown
away at the doggie fashions shown by Linda Higgins! Not sure how many people got to see those
dresses up close ... but the fabric & detail were something not to be missed! All the antics the dogs
preformed made that show so much fun to watch and be a part of. I think that if the show would
have been an evening event, that maybe it would have been sold out! We have told so many of my
mother's friends (she lives there in Palm Desert & I do not) about what they missed. Everyone is
hoping that Linda Higgins will be invited back next year!!! C ya then, Kary
El Paseo stores who reported sales increase
during Fashion Week:
Cos Bar ... ... .... . .... . ......
36% increase
Ozel Jewelers ..................
25% increase
Optical Shops of Aspen ... .. ... ....
19% increase
L'Occitane ..... .... . .. ........ .
14% increase
Dwight Polen ... ..... .... ........11%
increase
Frasca Jewelers ... ....... ........
5% increase
HG Hair Spa .... .... . .. ..........
2% increase
Cactus Flower Shoes ...............
1% increase
S
PARTICIPATING MERCHANTS
"Le Chien" Saturday, March 17, 2012
rJ Groomers
The Pet Spaw
The Pet Hotel at Barkingham Palace
Creative Dog Grooming
Pink Poodles (colors & decorates)
"Style & Beauty Bash" Sunday, March 18, 2012
20 Salons + Sephora and Cos Bar Make- Up Bar participated
"El Paseo Runway" Show Monday, March 19, 2012
15 Palm Desert retailers participated
BeBe
BBone
B.G.'s Eclectic
Cache
Cactus Flower Shoes
Diane's Beachwear
Eileen Fisher
El Paseo Jewelers
Frasca Jewelers
J. Stephens Shoes
She She
She She Kids
Tommy Bahama
White House I Black Market
Zenzara
EL PASEO SHOPPING PASSPORT
AND IN-STORE EVENTS
"Shopping Passport" ,
Sunday, March 17 — Monday, March 24, 2012
30 stores participated, resulting
in 1,629 store visits
"In -Store Events"
380 separate in-store events occurred
throughout Fashion Week March 16-24, 2012
72 stores participated:
A Gallery Fine Art
Dani C
Rangoni Frenzi Shoes
Anthropologie
Diane's Beachwear
Sephora
Ann Taylor
Earth Spirits
She She
Aveda
Eileen Fisher
Spectacular Shades
B. Alsohns Jewelers
El Paseo Fine Art
SunOptics
Bare Escentuals
Frasca Jewelers
Theadore
Bebe
Francesca's
The Lumpy Bunny
B.Gs Eclectic
Fresh Produce
Troy
BBone
HG Hair Spa and Trichology
The Venue Sushi Bar & Sake Lounge
Brighton Collectables
Heiress
Trestle
Cafe Des Beaux Arts
Its Scentsational
True Religion Brand Jeans
Cactus Flower Shoe Salon
JC's Patio Cafe
Upper Crust
Chelsea Taylor
J. Crew
Von Wening Art
Chicos on El Paseo
Jones & Terwilliger Galleries
Valley View Dental
Coda Gallery
Josie's Heart
White House I Black Market
Cold Nose Warm Heart
Jewel Orchid
Coldwater Creek
Kate Spade
Cos Bar
Loft at the Gardens on El Paseo
Cache
Macy's
Canyon Road Collection
Mister Marcus
Carlson Gallery
Melissa Morgan Fine Art
Cole Haan
Nicole
Dani C
Pink Club
Diamonds of Splendor
Riga
Don Vincent
Riga Plus
Drapers and Damons
Robert's Fine Shoes
Duxiana
Ramey Fine Art
_'7
PARTNERS
MEDIA SPONSORS PARTNER RESTAURANTS
Time Warner Cable Trio Restaurant
Desert Radio Group Workshop Kitchen & Bar
102.3 KJAZZ PARTNER CATERER
95.9 THE OASIS Jensen's Finest Foods
WINE AND LIQUOR SPONSORS
HAIR AND MAKEUP
Crater Lake Vodka
J Russell! The Salon
Monte de Oro Winery
Roberto Madera Salon
PARTNER HOTELS
Karl Vasquez Salon Spa
Thirteen Palms Resort
Shear Hair Design
J.W. Marriott Desert
PARTNER
Springs Resort & Spa
Desert Arc
The Saguaro
DESIGN PARTNERS
The Westin Mission Hills
Belgard Hardscapes
Resort &Spa
Christopher Kennedy
Hyatt Grand Champions
Egg &Dart, Ltd.
Resort, Villas &Spa
Rancho Las Palmas
EventScape
Farley Interlocking
Resort &Spa
Paving Stones
Viceroy Palm Springs
Del Marcos Hotel
GIFT BAG CONTRIBUTORS
Travelodge Palm Springs
Integrated Wealth Management
The Inn at Deep Canyon
Dr. Mark Vincent Sofonio
AFTER PARTIES
Shear Hair Design
Spa Las Palmas
bluEmber at
Sephora
Rancho Las Palmas Resort & Spa
Crater Lake Vodka
The Viceroy
Dr. Wendy Roberts Dermatology
Hyatt Grand Champions
Coach Handbags and Accessories
Tommy Bahamas
El Paseo Jewelry
LE CHIEN SPONSORS
Nicole's
The Resort at Pelican Hill
Park One Eleven Salon and Spa
Island Hotel Newport Beach
SILENT AUCTION CONTRIBUTORS
Natural Balance
Cristalina Jewellery
Petco Foundation
Leggiadro
Cold Nose Warm Heart
Cole Hahn
CHARITIES
The following charities cumulatively received
$103,537as a result of Fashion Week act
Behind a Miracle (B.A.M.)
Desert Outreach Foundation
Aids Assistance Program
Humane Society of the Desert
Arthritis Foundation
The Desert Symphony
Desert Women's Leadership Forum
Coachella Valley Autism Society of America
Shelter from the Storm
Make - A - Wish Foundation
The Living Desert
Loving all Animals
The Girlfriend Factor
Coachella Valley Rescue Mission
Stroke Recovery Center
Gerald R. Ford Elementary School
Ranch Recovery Center
Megan Ashlyn Escalante Scholarship Fund
Surfrider Foundation
St. Jude Children's Hospital
Fashion Group Foundation
of Palm Springs & Desert Communities
SVASA
James B. Jamak
James Beard Foundation
ASID Palm Springs/Inland Empire Chapter
SPONSORS
PRESENTING SPONSOR
Integrated Meath Management
TITLE SPONSORS
fl
PALM DESERT
OFFICIAL AUTOMOBILE
lw�i
o
COUTURE SPONSORS
El PasecO.
DESIGNER SPONSORS
el as q
TRENDSETTER SPONSORS
r*
EL PASEO IJEWELRY
COLLECTION SPONSOR
Yal17 1, w Dental
n El N..
LE CHIEN SPONSORS
THE RESOfLT -'LT @tCO _ISLAND HOTEL �.
PELICAN HILL. ,
foundationNEWPORT DEACH COLD NOSE WARM HEART
he MPg 11 ° i°r The
Lncxl Gnc C°mrn°mry
Palm springs Life
FASHION DIVAS
& Jason Altieri Steven R. & Dr. Ellie Love
Dr. Brian Herman
& Dr. Deb Windham
Caroline Sofonio
Dr. Mark Sofonio
Victoria & John Hill
Erin Scott & Brandt Kuhn
Denise DuBarry Hay
Valerie Powers Smith
& Mark Smith
Rollin Baer
Tracy Boomer
Robert Downinq
Heqness
Dr. Suzanne Quardt
Charissa Farley Helene Galen Craig Zenkei Courtright Stephen Stoner Michael Bonda
Janie Hughes
,fit.• _ •
Donna Dunn
Sandy Hill
MEDIA. COVERAGE 2012
• TV — 603 thirty second spots
• Radio — 448 sixty second spots
• Printed collateral — 111,877 units
• Online banners — 169,834 views and
On-line newsletters — 24,000 readers
• Magazine/Print Ads — 4,016,550 readers
TOTAL MEDIA VALUE ...................... $551,367
13
PUBLIC RELATION COVERAGE
FASHION WEEK PUBLIC RELATION COVERAGE:
Editorial and News
• 8 Press releases sent to 500 to Local / Regional outlets and 26,351 National out -of -market
Total impressions national..................................................................................................1,980,017
Total impressions local/regional....................................................................................630,450
Total impressions.............
• 15 TV appearances
• 18 Radio interviews
• 75 Newspaper stories
• 1000 + Website stories
.....................................................................................................2,610,467
Total Value................................$19250,000
TELEVISION ADVERTISING
Time Warner Desert Cities
Through our sponsorship with Time -Warner Desert Cities, Fashion Week El Paseo
aired 630) second television spots during the month of March.
TOTAL VALUE .......... $10,771
Audience exposure .............198,322
Television Appearances
VALUE .................. $17,500
RADIO ADVERTISING
Radio Advertising Values
KPSI-AM.................................13
spots (:60)
............... $260
KPTR-AM................................12
spots (:60)
............... $240
KWXY-AM...............................23
spots (:60)
............... $285
KDES-FM................................21
spots (:60)
............... $620
KNWZ-AM ..............................
47
spots (:60)
............ $2,350
KDGL...................................
60
spots (:60)
............. $3,000
CRUSH 103.9 .............................62
spots (:60)
..............$3,100
KKUU...................................
56
spots (:60).............
$2,800
KJJZ-FM................................
60
spots 660)
............. $2,000
OASIS -FM ..............................
60
spots (:60).............
$2,000
TEAM 1010 ..............................
34
spots (:60)
............... $680
Totals .................448 SPOTS .....$17,335
Audience Exposure .................................... 60,000
12 Live Radio Remotes
Value.................................................$16,250
TOTAL RADIO VALUE.................................$33,585
ONLINE ADVERTISING
Fashion Week Banner Ads and Electronic Newsletter on
PALMSPRINGSLIFE.COM
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12 Creative Banner Ads
718 Banner Ad Clicks
12 Newsletters
Sent to 24,000 opt -in Subscribers
169,834 Impressions
Total Value ......... $205300
17
11
Ow
1 2(� 36,704
Fashion Week Facebook Page
Likes
311 Talking About This
6,024 Weekly Total Reach
Fashion Week featured on
619 websites with
12,073 visits from
105 countries
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PRINT ADVERTISING
Publication
ca Home + Design
Desert Guide
Fashion Week Program
EA
LA Magazine
McCallum Theatre Winter Program
Modernism Program
Orange Coast Magazine
Palm Springs Life Homes
Palm Springs Life
Palm Springs International Film Festival Program Book 2012
San Diego Magazine
The Desert Sun
The Palm Desert Merchant Newsletter
7x7 San Francisco
Total Value ........................ $233,047
Print Run .......................... 1,783,220
Readership ........................ 4,016,550
FL
MARKETING COLLATERAL
Fashion Week El Paseo 2012 Printed Promotional Pieces
Save the Date Bookmarks
Nightly Programs
Posters
Table Tents
Tickets
Event Tabloid
Postcards
Signage
Fashion Week Program
Style Beauty Bash "Little Black Book"
El Paseo Passports
"Enter to Win" Promotional Postcards
Top of The Town Fashion Week Giveaways
Units printed & distributed .......................111,877
Value........................................ $236,164
CONTACT INFORMATION
Michael Mathews
Community Relations and Events Director
Palm Spring Life
(760) 325-2333, ext. 236
Fax: (760) 325-460
michaelm@palmspringslife.com
Palm Springs Life
303 North Indian Canyon Drive
Palm Springs, CA, 92262
A Palm Springs Life Event
303 North Indian Canyon Dr.
Palm Springs, CA 92262
760-325-2333
FASHIONWEEKELPASEO.COM 6-26 12
FOOD+WINE
FESTIVAL PALM DESERT
2012 RECAP
4
PALM DESERTFOODANDWI NEXOM
A Palm Springs Life. Event
2012 Total Attendance:
2011 Total Attendance:
Total Economic Impact:
GEOGRAPHIC COMPOSITION OF ATTENDEES
Coachella Valley ............................43%
Out of Market...............................57%
CALIFORNIA
• Los Angeles County.......................8%
• Orange County ...........................1%
•San Diego County ........................2%
• Northern California .......................3%
• Other California ........................ 20%
Canadian....................................7%
North East ................................... 1%
Midwest.....................................4%
South........................................2%
West (excluding CA)..........................9%
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MEDIA COVERAGE
EDITORIAL AND NEWS
• 6 Press releases sent to 500 local outlets
and 10,0004 out -of -market
• 9 TV appearances
• 12 Radio interviews
• 50 Newspaper stories
• 550+ Website stories
Total Impressions National .............. 1,029,645
Total Impressions Local/Regional ........ 450,000
Total Impressions .................... 1,479,645
Total Value ......................... $85o,000
MEDIA OUTLETS
• TV- 206 thirty second spots...............$4,233
9 Live interviews.........................$10,494
TV Total Value.........................$14,727
Radio - 597 sixty second spots............ $20,335
12 Live remotes...........................$16,250
Radio Total Value ..................... $36,585
Marketing collateral ...............45,974 units
Marketing collateral Total Value .........$36,274
Online banners - 1IA87 views/ 9 Newsletters
Online Total Value .....................$16,550
Print advertising, readership .........3,670,000
Print run..............................1,717,220
Magazine / Print ads Total Value....... $210,808
RADIO ADVERTISING
KPSI-AM
37 spots (:60)
............... $740
KPTR-AM
38 spots (:60)
............... $760
KWXY-AM
80 spots (:60)
.............. $1,015
KDES-FM
62 spots (:60)
.............. $1,790
KNWZ-AM
47 spots (:60)...............
$2,350
KDGL
61 spots (:60) ..............
$3,050
CRUSH 103.9
62 spots (:60)................
$3,150
KKUU
56 spots (:60) ..............
$2,800
KJJZ-FM
60 spots (:60) ..............
$2000
Oasis -FM
60 spots (:60) ...............
$2000
Team lolo
34 spots (:60) ................$680
Totals
597 spots (:60)
Value................................$20,335
12 Live Radio Remotes
Value.................................$16,250
Audience Exposure .......................60,000
Total Radio Value ..................... $36,585
TELEVISION
ADVERTISING
TIME WARNER
DESERT CITIES
Through our sponsorship with Time -Warner Desert
Cities, Food & Wine aired 603 (:30) second television
spots during the month of March.
$4,233 Value
9 Live interviews ........................ $10,494
TotalValue.............................14,727
15 CELEBRITY CHEFS
William Bradley
Executive Chef Addison, Grand Del Mar
Aaron Burns
Executive Chef, Circa 59, Riviera Resort & Spa
Andre Carthen
Food & Entertainment Expert, kathy ireland Worldwide
Andrew Copley
Executive Chef and Owner, Copley's on Palm Canyon
Chris Crary
Season 9 "Top Chef Texas;'
Executive Chef Whist Restaurant
Jill Davie
"Next Iron Chef," Sunkist Growers spokesperson
Adam Gertler
"The Next Food Network Star, "Will Work For Food,"
'Chef Vs. City'
Daniel Joly
Certified Master Chef, Executive Chef/Owner
Mirabelle Restaurant
Amylu Kurzawski
Amylu Sausages Sponsored by Costco Wholesale
Chris Mitchum
Executive Chef Hyatt Grand Champions
Sara Moulton
Food Editor "Good Morning America,"
Executive Chef, Gourmet Magazine
Mark Peel
"Top Chef Masters;" Campanile & Tar Pit
Alejandra Schrader
Top Finalist FOX's "MasterChef"
Diana Von Welanetz Wentworth
"New Way Gourmet"on Lifetime
Roy Yamaguchi
Roy's Restaurants James Beard Award Winner
50+ PREMIUM
50+ FINE DINING
WINERIES
RESTAURANTS
Acrobat By King Estate
Addison at The Grand Del Mar
Ad Lib
Amylu Sausages
Alexander Valley Vineyards
Benziger
Bella Vista
Clayhouse
Bellatrix at Classic Club
Clos Pegase
bluEmber
Craggy Range
Domaine Carneros
Brandini Toffee Shop and Factory
Domaine Serene
Campanile
Dutton -Goldfield
Circa 59 at Riviera Palm Springs
Excelsior
First Press
Citron at Viceroy Palm Springs
Folie A Deux
Copley's on Palm Canyon
Frescobaldi
Cuistot
Gerard Bertrand
Davey's Hideaway
Grgich Hills Estate
Gundlach Bundschu
Escena Lounge and Grill
Hahn Family Wines
Falls Prime Steakhouse
Hall Winery
Harry's Oklahoma Style Smokehouse BBQ
Heck Estates
Indaba
Island Prime - C Level Lounge
Iron Horse Vineyards
IW Club
Isabel Mondavi
Jennifer's Kitchen & Catering
Jaqk Cellars
Kenwood
Jensen's Finest Foods
King Estate
Lantana
Kuleto Vavasour
Mirabelle Restaurant at Beaver Creek
Lancaster Estate
Matchbox Palm Springs
Louis Jadot
M By Michael Mondavi
Mikado - JW Marriott Resort and Spa
Masi
Mr. Parker's
Monte Vifia
Native Foods Cafe
Mulderbosch
Napa Cellars
New Leaf Catering
N X Nw
Peaks Restaurant
Piper-Heidsieck
Roy's Hawaiian Fusion Cuisine
Robert Oatley Vineyards
Roessler
Sullivan's Steakhouse
Peju
The Tar Pit
Roth Estate
3rd Corner Bistro
Schramsberg
Seghesio Family Vineyards
Three Sixty North
Sequoia Grove
Trio Restaurant
Sonoma-Cutrer
The Tropicale Restaurant
Spellbound
and Coral Seas Lounge
Spring Mountain Vineyard
St. Francis Winery
Whist at Viceroy Santa Monica
Stonegate Winery & Vineyard<
Zin American Bistro
Terra D' Oro
Zini Cafe Mediterrano
Trinchero Family Estates
Turnbull Wine Cellars
Valley Of The Moon
Whitehall Lane Winery
Willamette Valley Vineyards
Wilson Daniels Private Label
Winebow
SPONSORS
A NM Spiiu9S Life. Event
Time
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BENEFITING
VIE IraLJEJI dd
CULINARY
)AMES
I&I-DI DE BEARD LES DAMES DIESCOFFIER INTERNATIONAL
BENEFITS
THE WORLDS PREMIER CULINARY COLLEGE
PARTNER HOTELS?ESIr,r�i
P�,RTrdE S
Desert Radio Group Thirteen Palms Resort
102.3 KJAZZ
Rancho Las Palmas
Belgard Hardscapes
J.W. Marriott Desert
Resort &Spa
Christopher Kennedy
95.9 THE OASIS Springs Resort & Spa
Viceroy Palm Springs
Egg & Dart, Ltd.
The Saguaro
Del Marcos Hotel
EventScape
The Westin Mission Hills
Travelodge Palm Springs
Farley Interlocking
Resort & Spa
The Inn at Deep Canyon
Paving Stones
Hyatt Grand Champions
Resort, Villas & Spa
IfIo1l
Ads on PALMSPRINGSLIFE.COM
• Banner ads - page views
Electronic Newsletters
• Newsletters - Sent to opt -in subscribers
. Impressions
Total Value ............... $16,550
2012 Printed Promotional Pieces
• Save the Date Bookmarks
• Postcards
• Brochures
• Weekend Event Program
• Posters
• Tickets
• Event Tabloids
• Various Signage
• Fashion Week Program
• "Enter to Win" Promotional Postcards
• TOT Foodies Giveaways
Units Printed & Distributed .............. 45,974
Value ................. ..... $36,274
The following eight pages are a featured section
in the June 2012 issue of Palm Springs Life
I` F O R N I A I G E M A G A Z I N E
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FIGHTS FOR
WORLD DOMINATION
CHARLES NIX
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PLEASURES
ofthePalate
FOOD + WINE FESTIVAL PALM DESERT DREW CROWDS TO EXPERIENCE
A WORLD OF FLAVORS THAT MADE TASTE BUDS SING
By PamelaBieri
Photography by Elena Ray
HEN THE CLOCK APPROACHED 5 P.M.,
happy hour launched into full swing.
After serving shots of iced tequila,
MasterChef finalist Sharone Hakman
asked for three volunteers. Four sprung
up and made their way onto the Fashion
Week El Paseo runway. Hakman asked for dance music and then
challenged the women to walk down the catwalk with full shot
glasses balanced on their heads. With her shot glass resembling
a tiny amber crown, 85-year-old Maria Silva strutted all the way
down the 50-foot runway and back without spilling a drop. The
crowd went wild, cheering and clapping — a fitting tribute as the
Food & Wine Festival Palm Desert sprinted toward its finish line.
The party energy in the Big White Tent capsulized a week of
celebrating the best in life: first with Fashion Week El Paseo and
then with the complementary food and wine festival.
Above: Festival attendees
sample a variety of wines in
the Big White Tent. Facing
page (clockwise from top
left): Oven -fired pizzas are
made fresh throughout the
day by Piero's Pizza Vino,
Adam Gertler (The Next Food
Network Star) sharpens his
knife to slice sausages during
a food demonstration, Erin
Mertlbauer of Stonegate
Winery presents a Napa
Valley chardonnay, and 2007
Iron Horse Wedding Cuvee
is paired with hamachi with
avocado and egg custard
ponzu from Roy's.
Though tamer by comparison to the impromptu tequila contest,
Friday's James Beard Foundation luncheon set the stage for a
gathering of people (200+ at this kickoff event) who value the
pleasures of gourmet cuisine and fine wines. Before the three -
course meal, New Leaf Catering Owner/Chef Scott Robertson
demonstrated the making of the amuse bouche: smoked tuna
rolls featuring Granny Smith apples and lotus root rolled in
cabbage and seasoned with coriander, sea salt, and wasabi paste
paired with 2007 Domaine Cameros Brut by Tkittinger. The
innovative beginning was matched with cookbook author Hallie
Harron's sweet finale: a Belgian rose chocolate torte served with
a Fonseca Bin 27 Reserve Port Duoro. In between, Good Morning
America's food editor, Sara Moulton, taught attendees how to make
ricotta -stuffed crepes — with audience participation from Craig
Courtright, who proved a novice can flip paper -thin crepes onto a
plate like a pro — to rousing approval from the sell -out crowd.
32 www.paimspringslife.com • June 2012
'lob 2012 • www.paimspringslife.com 33
'mom"
Wine and food tastings
provide the consummate
opportunity to enjoy a
range of aromas, including
(above) sparkling syrah
from South Coast Winery
and wines from Trinchero
Family Estates. Below
(from left). Chef Chris
Mitchum of Hyatt Grand
Champions Resort chats
with attendee Michael
Mathews. Emmanuel
Poe offers Jodi Doran a
whiff of a veal dish. The
opening day luncheon
benefited the James Beard
Foundation. Leonnesse
Cellars poured tastes of
its wines.
At
ITH THE ARRIVAL OF
Saturday and Sunday
mornings and festival -
goers ready to taste their
way through two festival
AN tents came fragrant
aromas of garlic, truffle oil, sizzling shrimp, and
wood -fired pizzas pulled one after another from a
stone oven between the tents. Inside, corks were
popped and glasses poured of sparkling, white,
rose, and red wines from the world's best wine
regions. Cold and hot servings gourmet bites —
from salads to dessert offerings — precluded any
possibility guests would go hungry.
The selection of restaurants (local and
farther afield) and wineries were paired to
complement each other. A chilled, dry white
wine, following a spicy, crunchy Asian salad
from Escena Grill resonated beyond the
moment. Others great pairings included yellow
curry chicken over rice from Legacy Thai with
a smooth Grgich Hills chardonnay and crimini
and oyster mushrooms in truffle oil on crostini
from Hyatt Grand Champions Resort matched
with Roth Estates' structured red blend.
Swirling a crisp pinot grigio or breathing a
deep sigh of syrah was all part of the sensory
excitement.
34 www.paimspringslife.com • June 2012
LOX)] --,Mom,
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June 2012-www.palmspringslife.com 35
«Swirling a crisp pinot grigio or breathing a deep sigh of syrah was
all part of the sensory excitement. ii
Clockwise from top left. Jensen' Finest Foods filet crostini, Chef
Andre Carthen of kathy ireland Wor►dwide, Chef Dave Conn of
Tinto and El Jefe at The Saguaro, and bluEmber's salmon tartar.
36 www.palmspringslife.com • June 2012
June 2012 • www.palmspringslife.com 37
Above: Chef Mauricio
Cavavos of JW Marriott
Desert Springs Resort &
Spa uses a torch to put
the finishing touch on
mussels with caviar and
Japanese mayo, chef
Chris Turini of New Leaf
Catering slices smoked
tuna roll. Below: Roy
Yamaguchi talks about
using vegetables to create
healthy dishes during his
chef demonstration.
DIZZYING ROUND OF CELEBRITY
chef demonstrations on four
stages included Chef Andre
Car -then of kathy ireland
Worldwide creating chipotle-
spiced brownies, Deborah Scott
of Cohn Restaurant Group making deep-fried
striped bass with seaweed and cucumber salad,
Daniel Joly of Mirabelle Restaurant topping white
asparagus with Hollandaise made from beer,
Amylu Kurzawski ofAmylu Sausages preparing
apple Gouda chicken sausage in corn cakes, Mark
Peel of Campanile and Tar Pit putting assembling
a bruschetta with burrata cheese, basil and garlic
pesto, fresh balsamic tomato, and pine nuts — and
more.
In the green room, Roy Yamaguchi, the master
chef behind Roy's Hawaiian Fusion Restaurants,
whipped up a flavorful broth of fish, soy, and
sweet sake — a base for his delicate hamachi with
avocado, tatsoi, and mustard greens on a bed of
egg custard that was served at the Roy's station and
paired with Iron Horse Wedding Cuvee 2007, a
sparkling rose from pinot noir grapes.
Winemakers and their representatives not only
poured wines, but also took the stage to describe the
intricacies of grape cultivation — while providing
tastings to help their audiences fully appreciate the
nuances of fine wines.
The Jensen's Marketplace allowed festival
attendees an opportunity to order at a special price
any wines they tasted and enjoyed. As for the food,
it was all to be savored on site — but perhaps with
the demonstrated techniques and recipes tried at
home and served with a newly discovered sauvignon
blanc or merlot. 0
...
38 www.paimspringslife.com • June 2012
W
f-
1
At right: Sara Moulton,
Good Morning America's
food editor, teaches
audience volunteer
Craig Courtright how
to make crepes for the
first time. Above: Moulton's
three -cheese manicotti —...„.
was served as the entree
at the opening day
luncheon.
19
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FOOD+WINE
FESTIVAL PALM DESERT
PALM DES ERTFOODANDWI NEXOM
A Palm Spnngs Life. Event