HomeMy WebLinkAboutBids - Landmarks Visitor Center Retail and MerchandisingCITY OF PALM DESERT
STAFF REPORT
REQUEST: SUPPORT THE IMPLEMENTATION OF LANDMARK'S VISITOR
CENTER RETAIL AND MERCHANDISING RECOMMENDATIONS
AND AUTHORIZE STAFF TO PROCEED WITH OBTAINING BIDS
FOR RETAIL DISPLAYS
SUBMITTED BY: Donna Gomez, Tourism & Marketing Manager
DATE: July 12, 2012
CONTENT: Landmark Retail & Merchandising Report
Recommendation
By Minute Motion:
Support the implementation of Landmark's retail and merchandising
recommendations for the Palm Desert Visitor Center; and
2. Authorize staff to proceed with obtaining bids for retail displays.
Executive Summary
In an overall effort to ensure the Palm Desert Visitor Center is operating in an effective
and efficient manner, several new programs and organizational changes have been
implemented. Staff restructuring has already occurred and will serve to reduce
operational costs. Another goal for the Visitor Center is to create a more profitable retail
program that will continue to offset operational costs.
In September 2011, City Council approved contracting with Landmark Golf to provide
consulting services related to the Visitor Center retail and merchandising program. At
that time Visitor Center staff limited its buying activity in anticipation of receiving
Landmark's recommendations. Landmark's final report has been received and several
relevant recommendations have already been implemented by staff. Attached is a copy
of that report which provides a full analysis of the Visitor Center retail and
merchandising program.
Staff Report
Visitor Center Retail & Merchandising Report
July 12, 2012
Background
The Visitor Center implemented a retail program in 1999 in order to provide a source for
visitors to our area to purchase Palm Desert logo merchandise. The goal was to
increase awareness and strengthen the Palm Desert brand through the sale of souvenir
items. Since that time sales have grown and proven to be a mechanism to increase
revenue to the City's general fund and off -setting operational costs of the Visitor Center.
The Landmark retail and merchandising report is very comprehensive and is organized
into four main sections which are summarized below.
Inventory Analysis and Buying Strategies
An initial inventory analysis and buying recommendations report was received in early
December. This report included suggested items for purchase for the 2012 season as
well as recommended vendors. Center staff established accounts with many of the
suggested vendors as well as placed orders based on Landmark's recommendations.
The final report also included recommendations and instructions for the following:
• Providing balanced inventory levels based on sales history
• Seasonal purchasing patterns
• New merchandise recommendations
• Implementation of an open -to -buy program: a basic calculation that
ultimately directs your buying patterns and controls your budget
Buying Recommendations, Suggested Retail Strategies & Merchandising Procedures
Landmark provided realistic recommendations on stock to sales ratios. Most of these
recommendations can be implemented with only one issue preventing this. The reason
we are "over -stocked" on souvenirs items is that minimum quantity orders are required
and unfortunately make it difficult to reduce numbers to the recommended ratios. Our
hope is that some of the vendors recommended by Landmark will provide opportunities
for the purchase of smaller quantities on some of these souvenir items.
Landmark recommends maintaining a gross margin of 50%. We have typically followed
this strategy by using keystone (100% markup) and even higher when warranted.
Private labeling was also recommended and can be researched in the months to come.
Recommendations for retail items were included and will be considered. Staff doesn't
support all recommendations and specifically would not recommend including framed
artwork for sale on consignment. I believe any available wall space should be utilized to
help promote Palm Desert and its brand as opposed to selling artwork. History has
shown that artwork (Desert Willow prints) is not a typical souvenir or gift item for a
Visitor Center to carry. Gift items such as disposable cameras, candy, sun tan lotion
G'\Donna\Staf£Reports\2012\Landmark - VC Retail Recommendations 7-12-2012 FINAL.doc
Staff Report
Visitor Center Retail & Merchandising Report
July 12, 2012
and bottled water can be explored. We previously carried Palm Desert labeled bottled
water which ran the risk of expiring due to large minimum quantities being required.
Attendance at the California Gift Show is recommended. I attended some years ago
and found it beneficial in finding new vendors and products. The Visitor Center
Coordinator is scheduled to attend the July 2012 event.
Specific recommendations for stock turnover, markups, markdowns, display, and
discounts can be considered and incorporated. Landmark recommends offering staff
and volunteer discounts as well as resident discounts to make the product more visible.
Staff will suggest a program that includes this idea as well as uniforms for staff and
volunteers.
Due to the limited space within the Center it would be difficult to implement Landmark's
recommendation of hosting guest speakers and various activities.
Floor Plan and Fixtures
Landmark is recommending a remodel of the existing Center lobby. Staff agrees that
assistance in this area is needed and would recommend we implement a revised and
reduced version of their recommendations. Landmark is estimating $35,000 - $45,000
for a complete remodel of the lobby display area including free-standing and built-in
displays. Staff would recommend altering the design to accommodate its suggested
changes and going out to bid to acquire more precise costs.
In -Store Signage Proqram
Sign program recommendations can easily be implemented. Staff will prepare a
standard signage design which will serve to strengthen the brand and provide a
consistent message. Staff suggests that in lieu of Landmarks' recommendation of
selling local artwork on consignment, we utilize any unused wall space to incorporate
our existing ad campaign and the Feel the Warmth theme to, once again, strengthen the
Palm Desert message throughout the Visitor Center. I have requested pricing from our
ad campaign designer for preparing templates for merchandise signage as well as
production of our ad campaign for display within the Center.
Recommendations
Although the Palm Desert Visitor Center is a small operation and some of the
recommendations seem extensive for this level of service, staff believes there are many
valuable recommendations within the report that will assist with planning, budgeting,
merchandising, pricing, timing, and inventory balancing which can ultimately lead to
increased revenue.
G:\Donna\StaffReports\2012\Landmark - VC Retail Recommendations 7-12-2012 FINAL.doc
Staff Report
Visitor Center Retail & Merchandising Report
July 12, 2012
Many of the recommendations have been and can be implemented with no further
action or funding. Staff recommends the following:
1) Approve the implementation of various aspects of the Landmark Retail
and Merchandising Report as noted above; and
2) Obtaining pricing for proposed merchandising display units.
Fiscal Analysis
No fiscal impact will be experienced at this time. Ten thousand dollars ($10,000.00) has
been included within the FY 2012/13 Visitor Center budget, Account No. 110-4419-453-
4040, for capital office equipment. If required, staff will return to City Council for any
additional funding requests that may be required to implement retail display upgrades.
Submitted By:
CTTY COUNCILA ' fON
APPROVED ._.._._DENIED
RECEIVED OTHER --
Donna Gomez, MEETTI1�NG DATE
Tourism & Marketing Manager AVIM/4 m -_/
NOES:q
4Cierk's
ABSENABSTAVERIFIED BY:Paul S. Gibson, Director of Finance Original on File witOffice
Approved:
M. Wohlmuth, City Manager
G:\Donna\StaffReports\2012\Lmdmark - VC Retail Recommendations 7-12-2012 FINAL.doc
TABLE OF CONTENTS
SECTION 1— INVENTORY ANALYSIS AND BUYING STRATEGIES.......... I
Inventory Review...............................................................I
Open -To -Buy Plan..............................................................2
SECTION 2 — BUYING RECOMMENDATIONS, SUGGESTED RETAIL
SALES STRATEGIES AND MERCHANDISING
PROCEDURES..............................................................8
Stock To Sales Ratio..........................................................8
Buying Recommendations / Selection......................................9
Suggested Retail Sales Strategies & Merchandising Procedures ....... 12
SECTION 3 — REVIEW OF EXISITNG FLOOR PLAN AND FIXTURES
AND LANDMARK'S RECOMMENDED FLOOR PLAN
AND FIXTURES............................................................15
Existing Floor Plan and Fixtures Review...................................15
Landmark's Recommended Floor Plan and Fixtures.....................15
Cost and Applicable Vendors................................................17
"Exhibit A" — Photos of Existing Fixtures.................................19
"Exhibit B" — Landmark's Recommended Floor Plan and Fixtures .... 21
SECTION 4 — IN-STORE SIGNAGE PROGRAM.....................................27
SECTION 5 — SALES REPORT (JULY 1, 2011— FEBRUARY 29, 2012).........29
Section 1
Palm Desert Visitor Center - Retail/Merchandising Consultant Services
Section 1 - Inventory Analysis and Buying Strategies
Landmark Golf Limited Partnership ("Landmark") officially began working with the City of
Palm Desert's ("City") Staff regarding the Palm Desert Visitor Center ("Visitor Center") on
November 16, 2011. Landmark was provided summaries of recent sales activity and began
to review inventory levels as well as the history of past sales at the Visitor Center. Through
the initial process and review, Landmark has developed several strategies for the City to
consider regarding the Visitor Center's effort to achieve proper inventory levels and types of
inventory. Based on information received from the City, the Visitor Center's inventory as of
February 29, 2012 was as follows:
Category
Inventory Amount
Inventory % to Total
Mens Apparel
$ 3,546.00
16.13%
Womens Apparel
$ 1,965.00
8.94%
Childrens Apparel
$ 410.00
1.87%
Souvenirs
$ 6,857.00
31.19%
Passes
$ 2,710.00
12.32%
Accessories/Hats
$ 1,287.00
5.85%
Discount Cards
$ 689.00
3.14%
Media - Books & Maps
$ 4,519.00
20.56%
Total
$ 21983.00
100.00%
When analyzing the above inventory levels, it appears that Souvenirs would be the best
selling category in the Visitor Center, making up almost 31% of the Total Inventory value.
However, when looking at actual sales for the Visitor Center, Souvenirs rank as the #5
category in actual sales volume. What this shows is that there is an imbalance of inventory
levels through the sales category's based on actual sales history. The Stock to Sales Ratio
guidelines will be addressed later in this report.
While reviewing the current inventory, it became rather clear there are considerable amounts
of voids in the current inventory, which should be addressed in order to increase sales. The
Visitor Center's sales history and inventory levels show there are classifications of retail
items that are not in stock that would enhance the inventory balance. While it may take a
year or two (2) to achieve a balanced inventory, the proper inventory balance is very
important because one (1) certain item can lead to the sale of numerous items. Additional
items that should be considered include but are not limited to:
■ Tote Bags: All sizes and colors
■ Glassware: Shot, Pilsner, Cocktail Glasses
■ Coasters
• License Plate Frames
■ Mens Polo Shirts
■ Ladies Polo Shirts
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Palm Desert Visitor Center — Retail/Merchandising Consultant Services
■ Ladies Tops (Tanks, Tees, Novelties)
• Mens Outerwear
Ladies Outerwear
• Mens Straw Headwear
■ Photos/Posters
■ Sun Glasses
■ Sun Tan Lotion
• High Margin Souvenirs, Such as Logo Poker Chips
• Logo Bottled Water
The above -mentioned items should be reviewed and when purchased, must be at affordable
price points for gift giving or take home souvenirs.
Open -To -Buy
In successful retail merchandise operations, it is very important to develop an Open -To -Buy
Plan ("OTB") that will assist the operator to determine proper inventory levels and
monthly/annual merchandise purchase budget.
When beginning an OTB, the following considerations should be given in order to plan the
various sales levels the Visitor Center expects to attain on a month -by -month basis.
1. What have been the historical results of the sales activities over the last few
seasons, and what are the indicated trends? Working with the sales history will
determine what increases and decreases in sales might be expected to occur.
The Visitor Center has seen an increase in sales in 2011-2012 since the move to
the new location. This trend should continue as more individuals become familiar
with the new location, along with an improved merchandise floor plan and fixtures.
2. What impact will increased prices and inflation have on the overall sales plan? As
this question is answered, an increased dollar value of inventory purchased may
be required at least for some portion of this year. Based on the goods purchased
and sold at the Visitor Center, this should have little to no impact on the overall
sales plan at this time. Prices and inflation should be looked at carefully on a
quarterly basis to ensure that the OTB is in line.
3. What business trends are anticipated in the coming year? Is the local tourist
economy on the upswing or downswing? Will there be more or fewer customers?
Based on the results so far in 2011-2012, Landmark believes that the Visitor
Center should anticipate an upward trend in merchandise sales in the next 2-3
years. It is the feeling around the Coachella Valley that the tourist economy is
remaining fairly flat and it is hoped there will be an increase in the upcoming
years. With the new location still relatively new, an increase in customers can be
expected as more locals and tourists become more familiar with this new location.
2
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Palm Desert Visitor Center - Retail/Merchandising Consultant Services
4. What changes should be anticipated in the customer profile? Is the average age
of the Palm Desert visitor or tourist decreasing or increasing? The average age
and profile of the Visitor Center's main customer, tourists, will remain relatively
consistent for the next few years. However, based on some of Landmark's
recommendations the hope is for more locals to come to the Visitor Center. This
increase will hopefully shift the customer profile and provide the Visitor Center with
a more diverse customer base. This will allow the Visitor Center to purchase and
sell a wide range of goods and at different price points to maximize revenue.
5. What new products and styles are anticipated and how much will they increase
sales? This is an unknown for the Visitor Center at this point in time. It is
Landmark's recommendation to purchase new products with a wide range of style
to help increase revenue. This approach is anticipated to increase sales, but by
exactly how much is a relative unknown at this point.
Once the Visitor Center's projected sales on a month -by -month basis have been determined
it becomes possible to begin establishing proper inventory levels.
Planning Inventory Levels:
The main method of planning inventory is to look at the stock to sales ratio that the Visitor
Center would expect to maintain during each of the sale months. For example, at the
beginning of the season when sales are projected to be high, the stock to sales ratio should
be high and as the end of the season approaches the stock to sales ratio should be
decreasing. For instance, the Visitor Center could have a stock to sales ratio of six (6) or
seven (7) times at the beginning of the season, but at the end of the season it should be as
close to one (1) as possible, meaning the merchandise available for sale is fairly well
depleted by the end of each season.
Budgeting/Open-To-Buy Plan:
As the Visitor Center determines the method by which it will record and track inventories, it is
necessary to look at the most important aspect of the entire merchandising cycle, which is to
develop an OTB or merchandise purchasing budget. Simply, OTB is calculated as follows:
+ Ending Inventory Desired
+ Planned Sales
+ Planned Markdowns (if on Retail Method)
Merchandise on Order
Beginning Inventory
Open -To -Buy (This is the amount of funds available to purchase new
merchandise items for inventory)
Planning:
Since the Visitor Center's peak season is much like most of the retail stores in the Coachella
Valley, the main season is January through April, with Stock levels to peak in November to
3
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Palm Desert Visitor Center - Retail/Merchandising Consultant Services
be ready for the main season. Annual merchandise planning should be accomplished each
June or July.
In planning sales and inventory levels, the Visitor Center will rely on the control and
information provided by the Visitor Center's current inventory control software (IBS), which
provides both dollar and unit inventory information. The existing software is adequate to do
the preferred type of inventory planning in the Visitor Center.
Once stock levels and the sales levels are established, the Visitor Center can plan the
purchases for an entire year, year after year.
Open -to -Buy Plan:
Below is an example of an OTB for the Visitor Center. As the operator of the Visitor Center
becomes more familiar with the facility a detailed OTB will evolve. This inventory method,
when executed properly, will cause inventory to turn approximately four (4) times a year.
Formula:
• To calculate the OTB an assumption of annual retail sales in the amount of $200,000
for the year is used.
• The related retail cost is approximately 60% of the sales amount. This is a general
percentage
• Thus, average Sales at Cost of $100,000 divided by average inventory of $25,000 = 4
turns per year.
• This plan can vary month to month, yet the ultimate goal is to have an annual sales
volume of $200,000 with a monthly flow of new inventory, not to exceed the planned
monthly inventory level. This proven purchase planning process creates fewer
markdowns and better gross margins.
• This buying approach enables a buyer to easily adjust to the achieved monthly sales;
thus, keeping inventories in balance going forward for the coming months.
Month
Retail Sales
Plan
Sales At Cost
B.O.M. Inventory
Plan At Co t
January
$
30,000
$
15,000
$
37,000
February
$
32,000
$
16,000
$
33,000
March
$
30,000
$
15,000
$
30,000
April
$
22,800
$
11,400
$
28,000
May
$
12,800
$
6,400
$
25,000
June
$
4,000
$
2,000
$
22,000
Jul
$
3,200
$
1,600
$
15,000
August
$
6,000
$
3,000
$
15,000
September
$
8,000
$
4,000
$
15,000
October
$
8,400
$
4,200
$
22,000
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Palm Desert Visitor Center — Retail/Merchandising Consultant Services
November
$ 20,800
$ 10,400
$ 25,000
December
$ 22,000
$ 11,000
$ 33,000
Total
$ 200 000
$ 100,000s
300,000
Divided by 12 - $25,000 avg. stock
The schedule above is an example; however, following this method monthly the Visitor
Center will most likely be in an excellent inventory position going into and out of seasons.
Again, above is only an example and is approximate. As soft goods, in some cases, can
reach a 60% markup and other goods can only achieve a 40% markup.
When using the format below the flow of inventory will adjust to increases or decreases in
the Visitor Center's monthly sales volume.
Example:
() = Over Bought
January
B.O.M. (Beginning of Month) Stock
O.O. (On Order)
Sales at Cost
E.O.M. (End of Month) January
B.O.M. for February
OTB (Open -to -Buy)
February
B.O.M. (Beginning of Month) Stock
O.O. (On Order)
Sales at Cost
E.O.M. (End of Month) February
B.O.M. for March
OTB (Open -to -Buy)
March
B.O.M. (Beginning of Month) Stock
O.O. (On Order)
Sales at Cost
E.O.M. (End of Month) March
B.O.M. for April
OTB (Open -to -Buy)
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5
+ 37,000
+ 0
15,000
22,000
33,000
11,000
+ 33,000
+ 11,000
16,000
28,000
30,000
2,000
+ 30,000
+ 2,000
15,000
17,000
28,000
Palm Desert Visitor Center - Retail/Merchandising Consultant Services
Apia
B.O.M. (Beginning of Month) Stock
O.O. (On Order)
Sales at Cost
E.O.M. (End of Month) April
B.O.M. for May
OTB (Open -to -Buy)
May
B.O.M. (Beginning of Month) Stock
O.O. (On Order)
Sales at Cost
E.O.M. (End of Month) May
B.O.M. for June
OTB (Open -to -Buy)
June
B.O.M. (Beginning of Month) Stock
O.O. (On Order)
Sales at Cost
E.O.M. (End of Month) June
B.O.M. for July
OTB (Open -to -Buy)
July
B.O.M. (Beginning of Month) Stock
O.O. (On Order)
Sales at Cost
E.O.M. (End of Month) July
B.O.M. for August
OTB (Open -to -Buy)
August
B.O.M. (Beginning of Month) Stock
O.O. (On Order)
Sales at Cost
E.O.M. (End of Month) August
B.O.M. for September
OTB (Open -to -Buy)
Aidldk
�Tw- - - , . — - -- - -
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6
+ 28,000
+ 11,000
11,400
27,600
25,000
(2,600)
+ 25,000
+ 0
6,400
18,600
22,000
3,400
+ 22,000
+ 3,400
2,000
23,400
15,000
(8,400)
+ 15,000
+ 0
1,600
13,400
15,000
1,600
+ 15,000
+ 1,600
3,000
13,600
= 15,000
1,400
Palm Desert Visitor Center — Retail/Merchandising Consultant Services
September
B.O.M. (Beginning of Month) Stock
+ 15,000
O.O. (On Order)
+ 1,400
Sales at Cost
- 4,000
E.O.M. (End of Month) September
= 12,400
B.O.M. for October
= 22,000
OTB (Open -to -Buy)
9,600
October
B.O.M. (Beginning of Month) Stock
+ 22,000
O.O. (On Order)
+ 9,600
Sales at Cost
- 4,200
E.O.M. (End of Month) October
= 27,400
B.O.M. for November
= 25,000
OTB (Open -to -Buy)
(2,400)
November
B.O.M. (Beginning of Month) Stock +
25,000
O.O. (On Order) +
0
Sales at Cost -
10,400
E.O.M. (End of Month) November =
14,600
B.O.M. for December =
33,000
OTB (Open -to -Buy)
18,400
December
B.O.M. (Beginning of Month) Stock
+ 33,000
O.O. (On Order)
+ 18,400
Sales at Cost
- 11,000
E.O.M. (End of Month) December
= 40,400
B.O.M. for January
= 37,000
OTB (Open -to -Buy)
(3,400)
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Section 2
Palm Desert Visitor Center — Retail/Merchandising Consultant Services
Section 2 — Buying Recommendations, Suggested Retail Sales Strategies and
Merchandising Procedures
The first thing that Landmark wants to look at when determining product buying
recommendations is to review the Stock to Sales Ratio report based on the Visitor Center's
current sales history. This report will provide detailed information as to what type of items
are most popular and also to find out if the inventory levels are correct based on sales
history.
Below is the current Stock to Sales Ratio report for the Visitor Center based on actual
information through February 29, 2012. The Sales figures are from the 2011-2012 Fiscal
Year actuals from July 1, 2011 through February 29, 2012. Please see Section 5 for a
detailed Sales Report breakdown for this time period provided by the Visitor Center staff.
In this Stock to Sales Ratio report, Landmark removed the categories of Discount Cards and
Passes, as these categories are more service based rather than retail merchandise.
Although these categories do provide a significant amount of revenue to the Visitor Center,
when looking at the preferred merchandise buying recommendations for the retail
merchandise portion of the operation it is important to review only the categories that are
relative. This reporting provides the most accurate breakdown of best selling categories and
inventory ratios.
Palm Desert Visitor Center Stock To Sales Ratio (July 1, 2011 — February 29, 2012)
Cateaory
Sales
Sales % To
Gross Margin
Sales Rank
Inventory
Stock
Stock % To
Total
Total
Mens Apparel
$ 8,500
24.67%
52.5%
2
$ 3,546
19.08%
Womens Apparel
$ 3,715
10.78%
50.8%
4
$ 1,965
10.57%
ChildrensApparel
$ 1,524
4.42%
53.0%
6
$ 410
2.21%
Souvenirs
$ 3,179
9.23%
41.2%
5
$ 6,857
36.90%
Accessories/Hats
$ 4,970
14.42%
53.3%
3
$ 1,287
6.93%
Media - Books & Maps
$ 12,570
36.48%
48.1%
1
$ 4,519
24.32%
Total
$ 34,468
1 100.00%,
$ 18,584
100.00%
When reviewing the above Stock To Sales Ratio report there are several key items that
stand out. It is necessary to have a good handle on what the best selling categories are in a
shop and then coincide the sales with the inventory stock percentage, in order to avoid a
stock imbalance in the shop. The following are items based on the above Stock To Sales
Ratio that show a stock imbalance based on actual sales:
1. Souvenirs — This category is ranked number 5 out of 6 in actual sales with 9.2% of
the sales total. However, the stock to total stock percentage for this category is
36.9%. This is a very large imbalance and shows that the inventory is too heavy with
souvenirs based on Souvenir sale results.
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Palm Desert Visitor Center — Retail/Merchandising Consultant Services
2. Accessories/Hats - This category is ranked number 3 out of 6 in actual sales with
14.42% of the sales total. However, the stock to total stock percentage for this
category is very low at 6.9%. This imbalance shows that the inventory level is too low
for Accessories/Hats since this is a good selling category in the Visitor Center. In
addition, Accessories/Hats as a rule are the highest gross margin items, so the Visitor
Center will realize more gross revenue from these items.
3. Mens Apparel- This category is ranked number 2 out of 6 in actual sales with 24.7%
of the sales total. However, the stock to total stock percentage for this category is
lower than it should at 19%. This is not a large imbalance but it does show that the
inventory level is slightly too low in Mens Apparel. Again, this is a high gross margin
category.
4. The remainder of the categories (womens apparel, childrens apparel and media) are
in line or show a very slight imbalance based on actual sales and inventory to total
inventory percentage. With Media (books, maps, etc) being the number 1 seller in the
Visitor Center a larger inventory should be carried, however at roughly 25% of the
total inventory the current level for this type of category is acceptable.
The Stock To Sales Ratio is a great tool to see if there are any stock imbalances at the
Visitor Center. This report should be updated monthly in order to track the imbalances and
focus on balancing the inventory percentages based on actual sales. The Stock To Sales
Ratio report leads Landmark to its buying recommendations for the Visitor Center in an effort
to balance the inventory levels and fill in the voids of missing or varying items.
Buying Recommendations for the Palm Desert Visitor Center
After Landmark's review of the existing inventory and past sales history at the Visitor Center,
there are several items that should be additions to the current inventory. Below, Landmark
lists items that should be additions to the Visitor Center's inventory for upcoming seasons. It
is imperative to experiment with various levels of items (high and low price points) to
determine the right kind of inventory for the Visitor Center. Landmark will demonstrate later
in this report strategies to sell these items and markdown items if necessary. Some of the
items below have been previously addressed and were purchased for the 2011-2012
season; these items should also be considered for future buying.
Past sales history indicate that Media, Mens Apparel and Accessories/Hats have been the
top sellers in the Visitor Center, these three (3) classifications alone produce roughly 75% of
the total sales, however only represent 50% of total inventory. Landmark recommends that
these two percentages become more balanced and to take advantage of the higher selling
categories at the Visitor Center. In addition, these three (3) categories also produce higher
gross margins, which is typical for these types of products.
Gross Margin — One of the most important aspects to retail merchandising is Gross Margin.
Gross Margin is the sale price minus cost of goods, the higher the Gross Margin percentage
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Palm Desert Visitor Center — Retail/Merchandising Consultant Services
the better. The key is to always maintain a 50% cost of sales or Gross Margin, the higher
the Gross Margin the higher the profit.
Gross Margins typically vary depending on categories. Souvenirs are generally likely to
produce a lower Gross Margin and the opposite of that would be Accessories/Hats, which
typically realize the highest Gross Margins. This is a key when stocking the Visitor Center.
Looking at the current inventory levels, Souvenir items are currently the highest category in
terms of inventory levels with 36.9% of the total inventory level. Souvenirs also generate the
lowest Gross Margin being approximately 41%, which is on the low end of profit margins.
The good news is that there is an opportunity within this category to increase the profit
margin with some additional inventory that will create a different merchandise mix within this
category. The other positive about Souvenirs is they typically have a much longer shelf life
compared to apparel, hats, etc. Souvenirs can stay in stock for 2-3 years and not risk "going
out of style", so there is no need to be overly concerned about the high level of inventory
currently on hand.
Books and Maps are the top selling items in the Visitor Center. This category's volume
could be increased even more with better and proper display fixtures, which Landmark
recommends in this report.
Landmark recommends a level inventory approach that balances inventory percentages.
Both Mens and Womens Apparel are currently well understated. Landmark's experience is
these two (2) categories produce the highest gross margin levels, in some cases reaching
60%. By further expanding these two (2) classifications, it is believed that both sales volume
and Gross Margin will increase. Determining the proper Mens and Womens inventory is
very important, as the clientele that frequents the Visitor Center will be different than that of
high -end shops on El Paseo. However, this should not be a concern for the Visitor Center in
experimenting with a very small line of "brand" or higher priced items. If purchased at the
right price, these items could produce a rather large Gross Margin and if needed to be
markdown could be done so and still achieve good margins.
Private labeling is another strategy that should be considered and tested. With private label
products, a shop can achieve margins of 70% or more; this is especially true in a resort
community such as Palm Desert. Only a portion of the inventory should be considered for
private labeling, which should be directed at Ready to Wear items, such as Mens Apparel,
Womens Apparel, Childrens Apparel, Hats and Outerwear. A small portion of other
classifications could be explored, such as Bottled Water or Special Candies. Emphasis on
private labeling will also reflect pride in the merchandise sold in the Visitor Center; these
sales become part of the City of Palm Desert's brand.
Items to be reviewed and considered for purchase for the upcoming seasons, along with
recommended vendors:
■ Tote Bags — Made up of different sizes and colors
■ Vendors: The Gift Counselor
10
Landmark Golf, LP
Palm Desert Visitor Center — Retail/Merchandising Consultant Services
■ Glassware — Includes shot glasses, pilsner and cocktail glasses
• Vendors: The Gift Counselor
■ License Plate Frames - Includes different colors and styles
■ Vendors: The Gift Counselor
• Mens Polo Shirts — Includes different colors, styles, sizes
■ Vendors: Desert Golf Sales / Cutter & Buck / Antigua / Nike / adidas
■ Mens Straw Headwear — Includes different colors and styles
■ Vendors: Imperial / Dorfman Pacific
■ Mens Outerwear — includes jackets and sweatshirts
■ Vendors: Cutter & Buck / Gear For Sport / Nike
• Womens Polo Shirts — Includes different colors, styles, sizes
• Vendors: Desert Golf Sales / Cutter & Buck / Antigua / Nike / adidas
■ Womens Outerwear — Includes jackets and sweatshirts
• Vendors: Gear For Sport
• Hats — Includes ball caps for both men and women
■ Vendors: Imperial / Ahead / Legendary
■ Posters/Photos
• Vendors: The Gift Counselor
■ Framed Pictures/Art Work — Should be on consignment, can also serve as wall
decoration.
■ Vendors: Ross McAlister
• Picture Frames — Assorted sizes and price points
■ Vendors: The Gift Counselor
■ Logo Golf Balls — Palm Desert logo, order small quantity to test the market.
■ Vendors: Acushnet (Title ist/Pi n nacle) / Nike
■ Logo Poker Chips — Palm Desert logo, order small quantity to test the market.
■ Vendors: Logo Golf Chips Inc.
■ Logo Value Pouch Bags — For Hikers, Golfers, Walkers, etc.
■ Vendors: Desert Golf Sales
• Gift Items — Includes a larger assortment of key chains, sunglasses, sun tan lotion,
disposable cameras, special candy, and bottle water. These items should include the
Palm Desert logo.
W.
Landmark Golf, LP
Palm Desert Visitor Center — Retail/Merchandising Consultant Services
■ Vendors: The Gift Counselor
• Living Desert Consignment Items - Living Desert should be approached about
consignment items being sold in the Visitor Center
• Vendors: Living Desert
The listing above makes up items that should be considered as additions to the inventory in
the Visitor Center. These items, if bought at the right price point, will add variety and
balance the inventory levels by classification in an effort to increase gross margin and
revenue at the Visitor Center.
Landmark recommends that for future buying, representatives of the Visitor Center attend
the Gift Show in Los Angeles. This show typically takes place in January at the Los Angeles
Convention Center. The show provides an opportunity to see new products and visit with
vendors in person, which will assist in the purchase of inventory for the Visitor Center.
Overall, Landmark believes that the merchandise could be turning four (4) times provided
that a better inventory selection is provided. In addition, displaying the product is very
important and currently the Visitor Center is lacking in attractive functional displays. The
recommended floor plan and fixtures detailed later in this report is key to higher sales at the
Visitor Center.
Suggested Retail Sales Strategies and Merchandising Procedures
The first step in a successful retail merchandise operation is purchasing the right categories
and amounts of inventory. With the tools and recommendations already stated in this report,
the Visitor Center should be able to achieve the right mixture and levels of inventory. The
next step is displaying products and more importantly SELLING the products, at the highest
possible margin achievable.
Stock Turnover — Turnover is essential to a healthy and profitable business. The Visitor
Center should incur a turnover of four (4) times per year. This turnover rate will always keep
the inventory fresh and marketable.
Inventory turnover is the cost of goods sold divided by the average inventory. Average
inventory equals beginning inventory plus ending inventory divided by two (2). A low
inventory turnover rate may be due to overstocking, obsolescence, or deficiencies in certain
categories.
Markups — What is the right price point for a specific item? This is always the number one
question when operating a retail merchandise operation and although there are a few rules
to follow, the most important aspect is understanding who the customers are and getting a
"good buy". This means buying a product at a very competitive price and being able to mark
it up higher and produce a large Gross Margin on the item.
12
Landmark Golf, LP
Palm Desert Visitor Center - Retail/Merchandising Consultant Services
There are several policies/rules pertaining to Markup pricing of merchandise. Depending on
the retail mix pricing strategies should be compatible. The highest markups are usually
water, private label items, branded items and jewelry.
As a rule, retail is established by keystone or double the cost price of the item. This should
also include freight. Below is a list of categories and the general rule in markups for each
category.
Apparel — With apparel the formula of keystone or double the cost should always apply. In
addition, always include the logo charge and freight. However, if the product is a shirt or
outerwear and was purchased at an excellent price, the pricing should be at the perceived
(suggested retail) price it would have been if not purchased with the discount. Example — If
a shirt or item was purchased at $10.00, the retail should be at the comparable retail of the
exiting inventory. By working backwards, if the shirts in the inventory are selling for $55.00,
then this should be roughly the retail price of the shirt you just bought for $10.00.
Adjustments in pricing can always be done later and will be addressed in the Markdowns
section below.
Gift Items — This includes items such as mugs, glassware, ceramics, tote bags, etc. These
items can usually be marked up by doubling the cost.
Jewelry — The items in most case are triple the cost.
Headwear — This is also a category, which can be marked up at triple the cost. This should
include the logo and freight as well.
A factor to consider is that markups help control markdowns, employee discounts and
damaged goods through out the store. The key is to always maintain a 50% cost of sales or
gross margin as a benchmark.
Markdowns — Markdowns or "sales" come with the nature of doing business. The primary
goal is to sell the merchandise at the first retail price and liquidate the products going
through a progressive markdown process. The progressive markdown or graduated
reduction should be done on a monthly basis. Carryover products should be reviewed
carefully; this is very sensitive to a successful retail business as shelf life is very critical.
Some products have a longer shelf life than others. Souvenirs have the longest shelf life, as
key chains, license plate frames, picture frames, etc. do not typically go out of style very
quickly. Other categories, such as apparel have a short shelf life. These items can go out of
style fast and should be monitored closely. Usually after 90 days of being on display,
apparel items, such as shirts and outerwear should begin the progressive markdown
process.
Markdowns can be a good tool to turnover merchandise quickly. Customers always enjoy a
"good deal" or a perceived discount. A sale area should be maintained within the Visitor
Center to help promote turnover and potential sales to certain types of clientele.
W
a¢ .. Landmark Golf, LP 13
Palm Desert Visitor Center - Retail/Merchandising Consultant Services
Location of Merchandise - When displaying merchandise it is important to designate areas of
the shop for classifications of merchandise. This makes it easier for the customer to shop
and provides an easier traffic flow through the retail displays.
Special Discounts - The Visitor Center should consider discounts to certain groups that will
help promote sales and also the City of Palm Desert. Staff members and volunteers should
be given a discount on merchandise items as a way to promote the City of Palm Desert. It
becomes easier to sell a product if those who are selling the products are also wearing or
using the products. It can be looked at as if the staff members and volunteers are walking
models for the products.
In addition to staff members and volunteers, it may be beneficial for the Visitor Center to
offer a discount to residents of Palm Desert. This will provide three (3) separate benefits to
the Visitor Center. The first benefit is the promotion of Palm Desert. By offering a discount
on merchandise more residents will visit the Visitor Center and are more likely to refer or
bring a visitor in the future. In addition, residents would purchase Palm Desert items and not
only wear the items themselves but also give the items as gifts to visitors, friends and family.
Lastly, this will increase sales and add another customer base to the Visitor Center.
Special Palm Desert Business Functions/Activities — The Visitor Center should explore the
possibility of having local Palm Desert business' utilize the Visitor Center for a display or
information session. Not only is this promoting Palm Desert business' it is also bringing in
people to the Visitor Center. Ideas such as having the Living Desert come to the Visitor
Center on a bi-monthly basis to talk about "What's new at the Zoo", have a local author have
a book signing, etc. This will promote traffic and expand the knowledge about the Visitor
Center along with potential retail sales.
Overall, the success of retail sales is traffic. By offering special incentives, guest speakers,
discounts, etc. the goal is to produce traffic to and within the Visitor Center. The main
objective of the Visitor Center is promoting the wonderful City of Palm Desert, but the
opportunity to capture retail sales should not be forgotten. With enhanced displays that are
both well placed and eye appealing along with the right blend of inventory levels and
mixture, the Visitor Center should be able to double revenue in the upcoming years. The
tools as presented in this report should help as a guideline in order to produce the highest
retail merchandising results as possible.
I-andmark Golf, LP14
Section 3
Palm Desert Visitor Center - Retail/Merchandising Consultant Services
Section 3 - Review of Existing Floor Plan and Fixtures and Landmark's Recommended Floor
Plan and Fixtures
The Visitor Center has been studied and the current floor plan and fixtures at the Visitor
Center have been analyzed by Landmark. The retail portion of the Visitor Center is a large
area and is currently somewhat under utilized, which can restrict potential merchandise
sales. Photos of the existing fixtures and space usage are attached hereto as "Exhibit A".
The rear or "south" wall is large, covering roughly 492 square feet of potential retail space.
The south wall is currently being used to display visitor brochures/rack cards on one side
and select merchandise on a "grid" type fixture on the reverse side. Landmark recommends
the south wall be fully utilized as a significant retail display area, such as mens apparel,
ladies apparel, childrens apparel, headwear, etc. The current usage of the south wall does
not have the eye appeal that is desired for a retail shop appealing to tourists and resort
traffic. There is plenty of available retail space that is currently not being used as well as it
should be.
There is a mixture of display fixtures on the floor in the Visitor Center today. These fixtures
have been brought together from previous locations and utilized the best way possible. The
fixtures are of a good quality, however inconsistent in appearance. Books and maps are
high volume sellers for the Visitor Center and Landmark recommends highlighting these
items through fixtures that better display books, souvenirs and maps.
Overall, the Visitor Center floor plan has a lot of potential for both providing guest
information and merchandise exposure. The office, counter space and restrooms are done
very nicely and it is Landmark's recommendation that nothing be changed in those areas.
Landmark believes that with a better use of the floor space for retail merchandise and
dedicating an area for information, such as brochures, rack cards, etc. the space of the
Visitor Center will be fully utilized and produce increased merchandise sales. When
Landmark reviews the best possible floor space use plan for a retail shop, we develop
smaller shops within a shop. This is done to assist, appeal and guide the customers through
the setting. Currently, the retail and informational areas in the Visitor Center are mixed
together and done in a fashion where the guests are not directed in any defined way, thus
limiting the potential of possible transactions. By appealing to the eye and creating shops
within a shop, guests will be more likely to browse the entire shop and make an impulse buy.
Landmark's Recommended Floor Plan and Fixtures
To further expand upon Landmark's strategy of developing shops within a shop, the Visitor
Center provides an excellent opportunity to achieve this. Separating the informational
service portion of the Visitor Center and retail merchandise portion will give the Visitor
Center an attractive appeal that will not only increase merchandise sales but also help serve
the visitors.
AMU
Landmark Golf, LP 15
Palm Desert Visitor Center — Retail/Merchandising Consultant Services
Attached hereto as "Exhibit B" is Landmark's recommended floor plan and fixture layout for
the Visitor Center. The recommended plan has been thoroughly reviewed and each function
of the Visitor Center has been considered in this floor plan. Below is a breakdown of each
area within the Visitor Center:
South Wall - Landmark recommends installing slat wall cabinets, canopied with lights to
enhance the retail merchandise opportunities on this wall. The south wall will be mostly
dedicated to mens apparel, womens apparel, childrens apparel and headwear. The
headwear display is recommended to be in the middle of the south wall where the wall
angles out. This space is a little less than four (4) feet in length and will be an ideal area for
headwear to be displayed as a way to break up the other merchandise displays. On the
west portion of the wall is a display area for small retail pictures, posters and other
"pamphlet" size items to be displayed for sale. This area will be four (4) feet in length and
the fixture will have adjustable holders to fit various sized pictures, posters, pamphlets, etc.
to give flexibility to the display area. The main feature of the fixtures that are recommended
is to have flexibility as the Visitor Center will need to have flexibility in the future while
determining the appropriate merchandise for its clientele.
Floor Space — There is a nice amount of floor space to be utilized within the Visitor Center.
It is Landmark's recommendation that souvenirs, books, maps, etc. be highlighted on these
floor fixtures. These fixtures can also be used for folded merchandise, headwear and other
displays. The 3-tier tables and nesting tables were selected to provide a low profile for the
displays allowing site to the slatwalls, while also providing more flexibility for the use of each
fixture. A nesting table (2 in total) at each entrance to the Visitor Center will provide a
uniform, balanced and appealing look as tourists, resort guest and visitors enter the
entrance doors. The placement of the nesting tables and the 3-tier tables will provide an
attractive appeal to the center of the retail portion of the Visitor Center, in essence funneling
the guests to the middle from either entrance. The idea is to draw the guests through the
entire Visitor Center.
West Wall - There is a small wall space south of the entrance door on the west side of the
Visitor Center. Landmark recommends that a flat screen television ("TV") be mounted on
this wall, which will provide an informational video loop of Palm Desert and the amenities
and features of the City (or various videos, promotional, etc). Just below the TV would be a
small table, which can be used for various displays information and video equipment. Two
(2) chairs are to be placed in front of the TV located on the west wall, this area will provide
guests with a place to sit, read brochures, books and watch what is being shown on the TV.
It is Landmark's intention to use the west wall of the Visitor Center as an informational area
for tourists, resort guests and visitors. North of the door, will be a brochure rack, six (6) and
a half feet in length, that will display rack cards, brochures and other informational items
available in the Visitor Center. In addition on this wall and the adjoining wall, pictures for sale
by consignment will be placed in these areas as well as displayed on the walls throughout
the Visitor Center.
Based on Landmark's conversation with Visitor Center staff members, it was stated that both
entrance doors to the Visitor Center are used equally, with more walking traffic (from El
16
Landmark Golf, LP
Palm Desert Visitor Center — Retail/Merchandising Consultant Services
Paseo) coming through the east door. With this information in mind, it was decided that the
best area for informational material will be the west portion of the building, this separates the
informational function of the Visitor Center from the retail merchandise function. Also, as an
added bonus, the informational section is closer to the enter/exit area of the counter, which
will allow staff quicker and easier access to serve visitors having questions about
informational items.
Photos and specifications of the recommended fixtures can be found attached hereto as
"Exhibit B". The color of the fixtures is open for discussion. For this rendering, Landmark
matched the color of the floor fixtures and cabinets with the dark brown color of the existing
counter base and cabinets that are currently in the Visitor Center. This will provide a rich,
appealing look to the retail displays and match the existing color design of the Visitor Center.
The slat walls within the cabinets will be the same color of the existing wall to allow for the
merchandise to be enhanced ("pop") and provide additional light to the retail area. The
lights in the canopies above the slatwalls will also provide lighting to enhance the
merchandise products.
Cost and Applicable Vendors
The cost of the fixtures as detailed in "Exhibit B" will be between $35,000 - $45,000, which
includes tax, delivery, installation and extra parts such as shelves, brackets and hooks for
merchandising. The cost above represents an estimate for the recommended floor plan and
fixture usage as presented herein. The range in cost is due to variables such as vendor
selection, final design, wood type, fixture types, number of fixtures, etc. This is an estimate
based on the input and cost estimates from two (2) vendors Landmark contacted to help
produce the recommended plan. A firm cost will be established as the City determines a
final plan.
The vendors Landmark recommends and has previously worked with are:
C&H Store Equipment Company
2530 S. Broadway
Los Angeles, CA, 90007
(213) 748-7165
R&D Store Fixtures
160 E. Montecito Ave. #E
Sierra Madre, CA 91024
(626) 355-0322
Both vendors visited the Visitor Center and provided input and cost estimates to Landmark.
Both companies have done many retail store designs and fixture installations throughout
Southern California and are both reputable companies.
In summary, the City of Palm Desert would have an upfront cost for the purchase and
installation of the fixtures as recommended by Landmark. It is Landmark's estimate that the
I -
Landmark Golf, LP "
Palm Desert Visitor Center - Retail/Merchand!sing Consultant Services
increased retail merchandise sales realized by the enhanced floor plan and fixtures will more
than offset the cost of the fixtures in 2-3 years if not sooner. Landmark estimates a 15%
increase in retail sales with the new layout and fixtures, which will roughly equate to $15,000
per year in additional merchandise revenue.
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Section 4
Palm Desert Visitor Center — Retail/Merchandising Consultant Services
Section 4 — In -Store Signage Program
In-store signage is an important part of retail merchandising, especially an operation geared
toward service, providing information and retail sales. Landmark has reviewed and analyzed
the current in-store signage at the Visitor Center. There are several recommendations that
Landmark has that will increase the effectiveness and appeal of the signage inside the
Visitor Center. The signage program should be developed in conjunction with a professional
sign layout and manufacturing company.
Signage utilized inside the Visitor Center should be consistent, not only in appearance but
also in language and size. In addition, most if not all the signage should have the ability to
be changed. For example, retail merchandise signage should have an element to it where
the sign can be changed and adjusted for different reasons such as sales, specials and
product identification. The retail merchandise portion of the store should be
rearranged/displayed several times per year to remain fresh and new. Based on that that,
the retail signage should be able to change as well. Below is a list of different categories of
signage that Landmark envisions being utilized in the Visitor Center:
Merchandise Signage:
a. Sales — These signs should display sale information such as:
i. Discount percentage off ("30% off")
ii. "Buy 1 Item Get 1 Free".
As mentioned above, these signs need to have the ability to be changed and
adjusted based on the products and sale program.
b. Specials — These signs should be used to point out special products or new
arrivals.
i. New Arrivals
ii. Holiday Specials
c. Identification — Signs to identify the merchandise can be used. This also
includes branding signs. This creates the small shops within the shop and
gives the customer more eye appealing information on the items.
i. Mens Apparel
ii. Womens Apparel
iii. Books
iv. Special Brand Signs ("Nike")
2. Informational Signage:
a. Special Events — Special upcoming events, both Palm Desert and desert wide
could be displayed on an Easel. Based on space and retail displays and
fixtures. This information would be best displayed on an Easel that can be
relocated and easily changed.
b. Holidays — Promote Holidays, both events and retail sales specials ("St.
Patrick's Day — Anything green is 20% off from March Vt — March 17th") Could
also promote City and Community Holiday events.
27
Landmark Golf, LP
Palm Desert Visitor Center — Retail/Merchandising Consultant Services
c. City Events — A sign that can be easily changed promoting upcoming City
events. Include date, location and a brief description of the event.
3. Bulletin Board: A bulletin board should be utilized to promote events and local Palm
Desert Business' and activities. The board should be placed in the informational
section of the Visitor Center.
4. Weather: Landmark recommends displaying a Weather sign during the peak season.
It would include the weather in Palm Desert (Sunny - 850). Below that would be a
comparison City, such as Chicago (Snow - 200). An example of this sign is below.
This sign would be become a novelty item and something people can talk about. It
also solidifies one of the many great reasons why visitors come to Palm Desert. A
stock of 6-10 cities could be used, with the "worst" current weather being displayed as
the comparison. (Note: Landmark suggests taking this sign down during the summer
months).
TODAY'S WEATHER
March 16, 2012
PALM DESERT, CA
SUNNY - 800/580
SEA TTLE, WA
4
RAIN - 500/380
T__1*.-_L_and_m_._a_rk-.
Golf, LP 28
Section 5
Date 3/10/2012
Palm Desert Visitor Center
Time 10:54:13
Sales Account, Stat, & Class Report
Page
1
Golf Shop
From 7/1/2011 Through 2/29/2012
Report On: All Account Code / Vendors: All / Report Type: All / Tax
Type: All / Z Number: All
Item
Description Size
Qty
Amount
Cost
Margin
1000266003`
Chisel Palm Men's Polo Navy MD
2
44.34
34.00
23.32
1000266007•
Chisel Palm Men's Polo Coffee MD
2
4.4.34
34.00
23.32
1000270006'
PO Men's Polo Navy SM
1
18.47
17.15
7.15
1004220056
Pep Cap Men's Tee Black SM
1
11.37
7.85
30.96
1004220088
Script Men's Tee White LG
4
39.80
13.00
67.34
1004220089
Script Men's Tee White XL
12
110.44
39.00
64.69
1004220090
Script Men's Tee White 2X
4
37.81
17.00
55.04
1004220106
Saguaro Men's Tee Copper MD
2
25.12
12.70
49.44
1004220107
Saguaro Men's Tee Copper LG
6
80.75
38.10
52.82
1004220108
Saguaro Men's Tee Copper XL
6
86.14
38.10
55.77
1004220109
Saguaro Men's Tee Copper 2X
2
25.12
14.70
41.48
1004220110
Saguaro Men's Tee Midnight MD
3
43.07
19.05
55.77
1004220111
Saguaro Men's Tee Midnight LG
4
50.24
25.40
49.44
1004220112
Saguaro Men's Tee Midnight XL
6
75.36
38.10
49.44
1004220113
Saguaro Men's Tee Midnight 2X
2
35.90
14.70
59.05
1004220114
Saguaro Men's Tee Forest MD
3
37.68
19.05
49.44
1004220115
Saguaro Men's Tee Forest LG
4
50.24
25.40
49.44
1004220116
Saguaro Men's Tee Forest XL
7
87.92
44.45
49.44
1004220117
Saguaro Men's Tee Forest 2X
3
48.46
22.05
54.50
1004220118
Curved Base Tee Choc MD
4
50.28
39.40
21.64
1004220119
Curved Base Tee Choc LG
4
50.28
39.40
21.64
1004220120
Curved Base Tee Choc XL
8
100.56
78.80
21.64
1004220121
Curved Base Tee Choc 2X
4
66.55
43.40
23.25
1004220122
Curved Base Tee Green MD
5
62.85
49.25
21.64
1004220123
Curved Base Tee Green LG
4
50.28
39.40
21.64
1004220124
Curved Base Tee Green XL
2
29.33
19.70
32.83
1004220125
Curved Base Tee Green 2X
3
37.71
32.55
13.68
1004220126
Curved Base Tee Blue MD
4
52.37
39.40
24.77
1004220127
Curved Base Tee Blue LG
5
67.04
49.25
26.54
1004220128
Curved Base Tee Blue XL
5
64.63
49.25
23.80
1004220129
Curved Base Tee Blue 2X
3
37.71
32.55
13.68
1004220130
Side Script Palm Tee White SM
9
84.57
35.55
57.96
1004220131
Side Script Palm Tee While MD
23
228.85
90.85
60.30
1004220132
Side Script Palm Tee White LG
34
338.30
134.30
60.30
1004220133
Side Script Palm Tee White XL
31
308.45
122.45
60.30
1004220134
Side Script Palm Tee White 2X
16
159.20
79.20
50.25
1004250001•
PD Greetings Tee Tan SM
2
18.94
18.00
4.96
1004267002
Desert Paradise Tee Blue LG
4
83.80
37.00
55.85
1004267003
Desert Paradise Tee Blue XL
7
146.65
64.75
55.85
29
1004267004
Desert Paradise Tee Blue 2X
7
146.65
71.25
51.41
Date 3/10/2012
Palm Desert Visitor Center Time 10:54:13
Sales Account, Stat, & Class Report Page 2
Golf Shop
From 7/1/2011 Through 2/29/2012
Item
Description Size
Qty
Amount
Cost
Margin
1004267005
Desert Paradise Tee Sage MD
3
62.85
27.75
55.85
1004267006
Desert Paradise Tee Sage LG
10
208.50
92.50
55.64
1004267007
Desert Paradise Tee Sage XL
5
104.75
46.25
55.85
1004267008
Desert Paradise Tee Sage 2X
2
41.90
20.50
51.07
1004267013
Desert Paradise Tee Blue SM
1
20.95
9.00
57.04
1004267015
Desert Paradise Tee Sage SM
1
20.95
9.25
55.85
1004267016
Desert Paradise Tee Gray SM
4
58.64
35.00
40.31
1 OD4267017
Desert Paradise Tee Gray MD
5
85.88
43.75
49.06
1004267018
Desert Paradise Tee Gray LG
4
64.93
35.00
46.10
1004267019
Desert Paradise Tee Gray XL
7
111.01
61.25
44.82
1004267021
Paradise Found Tee Gold MD
4
83.80
37.68
55.04
1004267022
Paradise Found Tee Gold LG
11
219.97
103.16
53.10
1004267023
Paradise Found Tee Gold XL
8
167.60
75.25
55.10
I OD4267024
Paradise Found Tee Gold 2X
3
62.85
31.50
49.88
1D04267025
Paradise Found Tee Brown MD
3
62.85
27.45
56.32
1004267026
Paradise Found Tee Brown LG
2
41.90
18.38
56.13
1004267027
Paradise Found Tee Brown XL
5
104.75
47.50
54.65
1004267028
Paradise Found Tee Brown 2X
2
41.90
21.00
49.88
1004340004
Planet Men's Tee Smoke 2X
2
32.34
31.50
2.60
1004340028
Planet Recycle Tee Green LG
1
15.57
14.50
6.87
1004340042
1973 Men's Tee White SM
1
11.97
7.25
39.43
1004340044
1973 Men's Tee White LG
1
11.97
7.25
39.43
1004340048
1973 Men's Tee Oxford MD
3
35.91
21.75
39.43
1004340074
Estab 73 Men's Tee Fatigue SM
1
11.97
7.25
39.43
1004415001
Palm Tee/Hat Combo SM
8
126.91
92.00
27.51
1004415002
Palm Tee/Hat Combo MD
2
33.52
22.92
31.60
1004415005
Palm Tee/Hat Combo Blue SM
5
119.75
31.85
73.40
1004415006
Palm Tee/Hat Combo Blue MD
12
287.40
76.44
73.40
1004415007
Palm Tee/Hat Combo Blue LG
31
747.86
218.71
70.76
1004415008
Palm Tee/Hat Combo Blue XL
26
634.70
193.94
69.44
IOD4515001
Twin Palm Mens Tee Charcoal MD
3
53.85
17.85
66.85
1004515002
Twin Palm Mens Tee Charcoal LG
4
71.80
23.80
66.85
IOD4515003
Twin Palm Mens Tee Charcoal XL
2
35.90
11.90
66.85
1 OD4515004
Twin Palm Mens Tee Charcoal 2X
2
35.90
11.90
66.85
lDD4515005
Twin Palm Mens Tee Navy MD
1
17.95
5.95
66.85
1 DO4515006
Twin Palm Mens Tee Navy LG
5
89.75
29.75
66.85
1004515007
Twin Palm Mens Tee Navy XL
4
71.80
23.80
66.85
1016220003
Tried & True Hoody Navy LG
3
89.85
44.85
50.08
1016220004
Tried & True Hoody Navy XL
4
119.80
59.80
50.08
1016220005
Tried & True Hoody Navy 2X
1
29.95
16.95
43.41
1016220007
Tried & True Hoody Gray MD
5
149.75
74.75
50.08
30
1016220008
Tried & True Hoody Gray LG
5
149.75
74.75
50.08
Date 3/10/2012
Palm Desert Visitor Center Time 10:54:13
Sales Account, Stat, & Class Report Page 3
Golf Shop
From 7/1/2011 Through 2/29/2012
Item
Description Size
Qty
Amount
Cost
Margin
1016220009
Tried & True Hoody Gray XL
5
149.75
74.75
50.08
1016220010
Tried & True Hoody Gray 2X
2
59.90
33.90
43.41
1016220011
Tried & True Hoody Kiwi SM
2
59.90
29.90
50.08
1016220012
Tried & True Hoody Kiwi MD
4
119.80
59.80
50.08
1016220013
Tried & True Hoody Kiwi LG
2
59.90
29.90
50.08
1016220014
Tried & True Hoody Kiwi XL
1
29.95
14.95
50.08
1016415001
Ballpark Sweatshirt Maroon SM
1
17.97
14.50
19.31
1016415003
Ballpark Sweatshirt Maroon LG
5
89.85
72.50
19.31
1016415005
Ballpark Sweatshirt Maroon 2X
3
53.91
49.50
8.18
1016415008
Ballpark Sweatshirt Oxford LG
2
35.94
29.00
19.31
1016415009
Ballpark Sweatshirt Oxford XL
3
53.91
43.50
19.31
1016415010
Ballpark Sweatshirt Oxford 2X
2
35.94
33.00
8.18
1016415012
Ballpark Sweatshirt Navy MD
1
17.97
14.50
19.31
1016415015
Ballpark Sweatshirt Navy 2X
2
35.94
33.00
8.18
1136220016
Floral Ladies Tee Lavender SM
4
83.80
36.16
56.85
1136220017
Floral Ladies Tee Lavender MD
3
62.85
29.10
53.70
1136220018
Floral Ladies Tee Lavender LG
5
104.75
47.00
55.13
1136220019
Floral Ladies Tee Lavender XL
2
41.90
18.54
55.75
1136220020
Floral Ladies Tee Lavender 2X
1
20.95
10.04
52.08
1136220021
Floral Ladies Tee Green SM
2
41.90
17.90
57.28
1136220022
Floral Ladies Tee Green MD
8
167.60
76.64
54.27
1136220023
Floral Ladies Tee Green LG
4
83.80
38.62
53.90
1136220024
Floral Ladies Tee Green XL
4
83.80
39.40
52.98
1136220025
Floral Ladies Tee Green 2X
1
20.95
10.85
48.21
1136220026
Floral Ladies Tee Blue SM
2
41.90
17.00
59.43
1136220027
Floral Ladies Tee Blue MD
4
83.80
39.40
52.98
1136220028
Floral Ladies Tee Blue LG
5
104.75
49.25
52.98
1136220029
Floral Ladies Tee Blue XL
2
41.90
18.35
56.21
1136220030
Floral Ladies Tee Blue 2X
3
62.85
30.12
52.08
1136220038
Flight Ladies Tee Purple MD
3
45.47
24.00
47.22
1136220039
Flight Ladies Tee Purple LG
1
18.95
8.00
57.78
1136220041
Flight Ladies Tee Purple 2X
5
71.99
45.00
3749
1136220042
Flight Ladies Tee Teal SM
1
18.95
8.00
5778
1136220043
Flight Ladies Tee Teal MD
3
39.78
24.00
3967
1136220045
Flight Ladies Tee Teal XL
1
18.95
8.00
57.78
1136220046
Flight Ladies Tee Teal 2X
3
45.47
27.00
40.62
1136220048
Flight Ladies Tee Black MD
1
18.95
8.00
57.78
1136220049
Flight Ladies Tee Black LG
3
45.47
24.00
47.22
1136220050
Flight Ladies Tee Black XL
5
66.30
40.00
39.67
1136220051
Flight Ladies Tee Black 2X
4
53.04
36.00
32.13
1136220063
Frontscript Ladies Tee Pink MD
2
39.90
17.00
57.39
31
1136220054
Frontscript Ladies Tee Pink LG
3
53.86
25.50
52.66
Date 3/10/2012
Palm Desert Visitor Center Time 10:54:13
Sales Account, Stat, & Class Report Page 4
Golf Shop
From 7/1/2011 Through 2/29/2012
Item
Description Size
Qty
Amount
Cost
Margin
1136220056
Frontscrip Ladies Tee Pink 2X
2
39.90
19.00
52.38
1136220059
Frontscript Ladies Tee Blue LG
1
19.95
8.50
57.39
1136220060
Frontscript Ladies Tee Blue XL
4
56.84
34.00
39.11
1136220061
Frontscript Ladies Tee Blue 2X
2
33.91
19.00
43.97
1136220063
Frontscript Ladies Tee MD
2
33.91
17.00
49.87
1136220064
Frontscript Ladies Tee Black LG
3
59.85
25.50
57.39
1136220065
Frontscript Ladies Tee Black XL
6
95.74
51.00
46.73
1136220066
Frontscript Ladies Tee Black 2X
1
19.95
9.50
52.38
1136330095'
Block Palm V-Neck Black SM
2
34.92
22.00
37.00
1136330098'
Block Palm V-Neck Black XL
2
34.92
22.00
37.00
1136330106'
Block Palm V-Neck Teal MD
1
17.46
11.00
37.00
1136330107'
Block Palm V-Neck Teal LG
1
17.46
11.00
37.00
1136330108'
Block Palm V-Neck Teal XL
1
17A6
11.00
37.00
1136415002
Faded Script Tee Melon MO
4
70.11
35.40
49.51
1136415003
Faded Script Tee Melon LG
3
45.47
26.55
41.61
1136415004
Faded Script Tee Melon XL
3
51.16
26.55
48.10
1136415005
Faded Script Melon Tee 2X
1
18.95
8.85
53.30
1136415006
Faded Script Tee Green SM
1
18.95
8.85
53.30
1136415007
Faded Script Tee Green MD
1
18.95
8.85
53.30
1136415012
Faded Script Tee Blue MD
1
18.95
8.85
53.30
1136415013
Faded Script Tee Blue LG
1
13.26
8.85
33.26
1136415015
Faded Script Tee Blue 2X
1
18.95
8.85
53.30
1136432001
Sun Ladies Tee Yellow MD
4
80.32
44.00
45.22
1136432002
Sun Ladies Tee Yellow LG
3
68.85
33.00
52.07
1136432003
Sun Ladies Tee Yellow XL
4
91.80
44.00
52.07
1136432004
Sun Ladies Tee Yellow 2X
1
22.95
12.00
47.71
1136432005
Sun Ladies Tee Kiwi MD
3
68.85
33.00
52.07
1136432006
Sun Ladies Tee Kiwi LG
3
57.37
33.00
42.48
1136432007
Sun Ladies Tee Kiwi XL
5
114.75
55.00
52.07
1136432008
Sun Ladies Tee Kiwi 2X
1
22.95
12.00
47.71
1136432009
Sun Ladies Tee Lagoon MO
3
68.85
33.00
52.07
1136432010
Sun Ladies Tee Lagoon LG
3
68.85
33.00
52,07
1136432011
Sun Ladies Tee Lagoon XL
5
114.75
55.00
52.07
1136432012
Sun Ladies Tee Lagoon 2X
2
45.90
24.00
47.71
1136432014
Hibiscus Tee Raspberry MD
1
21.95
10.00
54.44
1136432015
Hibiscus Tee Raspberry LG
2
43.90
20.00
54.44
1136432016
Hibiscus Tee Raspberry XL
2
43.90
20.00
54.44
1136432019
Hibiscus Tee Seafoam MD
3
65.85
30.00
54.44
1136432020
Hibiscus Tee Seafoam LG
4
87.80
40.00
54.44
1136432021
Hibiscus Tee Seafoam XL
1
21.95
10.00
54.44
1136432024
Hibiscus Tee Blue MD
1
21.95
10.00
54.44
32
1136432025
Hibiscus Tee Blue LG
1
21.95
10.00
54.44
Date 3/10/2012
Palm Desert Visitor Center Time 10:54:13
Sales Account, Stat, & Class Report Page 5
Golf Shop
From 7/1/2011 Through 2/29/2012
Item
Description Size
Qty
Amount
Cost
Margin
1136555002
Tiny Palm Tee Hot Aqua MD
1
19.95
8.55
57.14
1136555003
Tiny Palm Tee Hot Aqua LG
1
19.95
8.55
57.14
1136555006
Tiny Palm Tee Hot Purple SM
1
19.95
8.55
57.14
1136555007
Tiny Palm Tee Hot Purple MD
1
19.95
8.55
57.14
1136555008
Tiny Palm Tee Hot Purple LG
2
39.90
17.10
57.14
1136555009
Tiny Palm Tee Hot Purple XL
1
19.95
8.55
57.14
1136555011
Tiny Palm Tee Black SM
1
19.95
8.55
57.14
1136555012
Tiny Palm Tee Black MD
1
19.95
8.55
57.14
1136555013
Tiny Palm Tee Black LG
2
39.90
17.10
57.14
1268220005
Wild Coyote Youth Tee Orange XS
3
27.18
14.55
46.47
1268220006
Wild Coyote Youth Tee Orange SM
1
9.06
4.85
46.47
1268220007
Wild Coyote Youth Tee Orange MD
3
27.18
14.94
45.00
1268220008
Wild Coyote Youth Tee Orange LG
4
40.14
20.20
49.68
1268220017
Gecko Youth Tee Orange XS
10
108.78
52.50
51.74
1268220018
Gecko Youth Tee Orange SM
10
108.78
52.50
51.74
1268220019
Gecko Youth Tee Orange MD
3
33.67
15.75
53.22
1268220021
Gecko Youth Tee Blue XS
6
69.93
31.50
54.95
1268220022
Gecko Youth Tee Blue SM
5
62.16
26.25
57.77
1268220023
Gecko Youth Tee Blue MD
5
56.98
26.25
53.93
1268220024
Gecko Youth Tee Blue LG
2
23.31
10.50
54.95
1268220025
Wild World Tee Blue XS
6
77.70
35.70
54.05
1268220026
Wild World Tee Blue SM
4
51.80
23.80
54.05
1268220027
Wild World Tee Blue MD
1
12.95
5.95
54.05
1268220028
Wild World Tee Blue LG
3
38.85
17.85
54.05
1268220029
Wild World Tee Orange XS
2
25.90
11.90
54.05
1268220030
Wild World Tee Orange SM
5
64.75
29.75
54.05
1268220031
Wild World Tee Orange MD
2
25.90
11.90
54.05
1268220032
Wild World Tee Orange LG
2
25.90
11.90
54.05
1276220011
Frilly Palm Youth Tee Turq MD
1
6.47
5.25
18.86
1276220013
Horses Youth Tee Pink XS
6
67.34
31.50
53.22
1276220014
Horses Youth Tee Pink SM
4
44.03
21.00
52.31
1276220015
Horses Youth Tee Pink MD
3
33.67
15.75
53.22
1276220016
Horses Youth Tee Pink LG
3
31.08
15.75
49.32
1276220017
Horses Youth Tee Violet XS
7
75.11
36.75
51.07
1276220018
Horses Youth Tee Violet SM
3
31.08
15.75
49.32
1276220019
Horses Youth Tee Violet MD
2
23.31
10.50
54.95
12,76220020
Horses Youth Tee Violet LG
4
49.21
21.00
57.33
12:76220022
Palm Crackle Tee Pink SM
2
25.90
11.90
54.05
1276220023
Palm Crackle Tee Pink MD
6
77.70
35.70
54.05
1276220024
Palm Crackle Tee Pink LG
2
25.90
11.90
54.05
1276220025
Palm Crackle Tee Purple XS
4
51.80
23.80
54.05
33
1276220026
Palm Crackle Tee Purple SM
1
12.95
5.95
54.05
Date 3/10/2012
Palm Desert Visitor Center Time 10:54:13
Sales Account, Stat, & Class Report Page 6
Golf Shop
From 7/1/2011 Through 2/29/2012
Item
Description size
Qty
Amount
Cost
Margin
1276220027
Palm Crackle Tee Purple MD
4
51.80
23.80
54.05
1276220028
Palm Cradle Tee Purple LG
2
25.90
11.90
54.05
1300230002
Ornament PD Illuminated Asst.
14
137.54
105.00
23.66
1304215004
Mtn. Sun Ceramic Mug Cobalt
17
132.76
50.83
61.71
1304215006
Stainless Water Bottle Flowers
5
74.75
34.95
53.24
1304215007
Palm Travel Mug Orange
2
30.51
17.98
41.07
1304215008
Palm Travel Mug Aqua Blue
2
30.51
17.98
41.07
1304215009
Palm Travel Mug Lime Green
3
48.46
26.97
44.35
1304230019
Stacked PD Logo Mug Black
16
143.20
58.24
59.33
1308250001
Photos Matted 6z8
1
19.95
7.00
64.91
1308353001
Kirk Owens Mini Prints
2
39.90
35.00
12.28
1308487001
Photos, Palm Desert 8z10
1
20.95
12.00
42.72
1312001001
Post Card Single
541
135.25
81.15
40.00
1312001002
Post Cards (5)
722
722.00
433.20
40.00
1312120001
Atwood 8-pack Asst. Greeting Cards
49
296.51
269.50
9.11
1312160002
Post Card PD Collection
1
1.00
0.00
100.00
1312215001
Recycled Journal Palm Desert
29
242.73
178.93
26.28
1312470001
Joshua Tree Notecards
4
23.88
20.00
16.25
1320215001
Nike Par Pack Palm Desert
16
176.86
103.52
41.47
1324160001
City of Palm Desert Flag
2
50.00
0.00
100.00
1324230002
Sun Pens Asst.
33
81.50
41.91
48.58
1324230003
Car Decal Palm Desert
40
41.00
40.00
2.44
1324230004
CD Case Asst.
15
69.30
33.75
51.30
1324268001
Hiking Medallion Palm Desert
22
86.90
40.70
53.16
1324268006
Hiking Medallion California
1
3.95
1.85
53.16
1324560001
Seeds of California Postcards
86
205.54
103.20
49.79
1392215001
Crank Light Keychain
14
97.30
45.50
53.24
1392230003
Oval Key Ring Asst.
16
63.20
30.40
51.90
1392250001
Photo Keychain PD Asst.
15
89.25
44.25
50.42
1392430001
Palm Desert Boot Keychain
10
39.50
19.00
51.90
1396489002
Palm Desert Picture Magnet
19
75.05
15.20
79.75
1428370001
Living Desert Adult Pass
686
8232.00
5666.00
31.17
1428370002
Living Desert Children's Pass
90
540.00
450.00
16.67
1432510001
Adult Monthly Pass
69
2346.00
2259.75
3.68
1432510002
Senior/Special Monthly Pass
117
1989.00
1842.75
7.35
1432510003
Youth Monthly Pass
25
600.00
568.75
5.21
1432510004
Adult10-Ride
25
250.00
237.50
5.00
1432510005
Youth 10-Ride
8
68.00
64.00
5.88
1432510006
Senior 10-Ride
2
10.00
9.00
10.00
14.32510010
Adult Day Pass
18
54.00
49.50
8.33
1432510011
Youth Day Pass
3
6.00
5.25
12.50
34
1432510012
Senior Day Pass
29
43.50
36.25
16.67
Date 3/10/2012
Palm Desert Visitor Center Time 10:54:13
Sales Account, Stat, & Class Report Page 7
Golf Shop
From 7/1/2011 Through 2/29/2012
Item
Description Size
Qly
Amount
Coat
Margin
1536140001
Safari Hatbandoo Natural SM/MD
3
83.85
41.85
50.09
1536140002
Safari Hatbandoo Natural LG/XL
8
201.24
111.60
44.54
1536140003
Safari Hatbandoo Moss SM/MD
2
55.90
27.90
50.09
1536140004
Safari Hatbandoo Moss LG/XL
6
156.52
83.70
46.52
1536140005
Safari Hatbandoo Camo SM/MD
2
55.90
29.90
46.51
1536217001
Sandwich Brim Sun Cap Asst
5
74.75
33.75
54.85
1536217002
Twill Sun Cap Asst.
10
149.50
62.50
58.19
1536217003
Mesh Back Sun Cap Putty
12
179.40
66.00
63.21
1636217005
Big Brim Cotton Hat Black
1
27.95
13.50
51.70
1536217006
Big Brim Cotton Hat Yellow
1
27.95
13.50
51.70
1536217007
Big Brim Cotton Hat White
3
83.85
40.50
51.70
1536217008
Big Brim Cotton Hat Pink
2
55.90
27.00
51.70
1536217010
Big Brim Cotton Hat Oatmeal
3
83.85
40.50
51.70
1S36217011
Braided Straw Ladies Visor
5
99.75
50.00
49.87
1536217012
Rip Stop Cargo Cap Asst.
12
179.40
90.00
49.83
1536217013
Flex Mtn Cap Navy
8
127.60
66.00
48.28
1536217015
Supplex Brimmed Hat White
5
135.56
67.50
50.21
1536217017
Twill/Mesh Safari Hat Putty
8
239.60
118.00
50.75
1536217018
Mesh Soaker Hat Tan
6
167.70
82.50
50.81
1536217019
Raffia Panama Hat
2
69.90
34.50
50.64
1536230010
Zipper Cap Men's Khaki/Navy
1
6.47
5.50
14.99
1536230011
Zipper Cap Men's White/Black
25
290.08
137.50
52.60
1536230012
Zipper Cap Men's Olive
5
64.75
27.50
57.53
1536230013
Zipper Cap Men's Denim
5
64.75
27.50
57.53
1536230051
Mesh Back Men's Olive Hat
7
97.65
34.94
64.22
1536230052
Mesh Bads Men's Navy Hat
16
223.20
79.72
64.28
1536230075
PET Spun Hat Stone
15
209.25
90.00
56.99
1536230086
PET Spun Hat Black
19
265.05
114.00
56.99
1536230088
PET Spun Hat Navy
25
348.75
150.00
56.99
1536230090
PET Spun Hat WhRe
11
153.45
66.00
56.99
1540215002
On the Move Backpack Royal
1
16.95
7.98
52.92
1540230005
Organic Cotton PD Tote Brown
4
38.85
24.72
36.37
1640230006
Organic Cotton PD Tote Pink
2
25.90
12.36
52.28
1548140002
Blubandoo Neckbandoo Prints
95
752.86
356.25
52.68
1548310003'
Luggage Tags, Black
8
55.71
40.00
28.20
1656200001
Desert Dining Club Card Regular
7
279.65
237.65
15.02
1656200002
Desert Dining Club Discount 1
20
699.00
605.66
13.36
1656200003
Desert Dining Club Discount 2
8
239.60
191.60
20.03
1701010001
Shipping
1
4.75
0.00
100.00
1703010001
Open Price Item
38
18.50
0.00
100.00
1860117001
Images of America: Palm Desert
20
439.80
255.00
42.02
35
1860160001
Landscape Palette Book
7
105.00
0.00
100.00
Date 3/10/2012
Palm Desert Visitor Center Time 10:54:13
Sales Account, Stat, & Class Report Page 8
Golf Shop
From 7/1/2011 Through 2/29t2012
Item
inscription size
Qty
Amount
Cost
Margin
1860160002
Landscape Maintenance Book
2
20.00
0.00
100.00
1860160003
Palm Desert Soft Cover Book
20
539.10
0.00
100.00
1860160004
Palm Desert Hardcover Book
6
239.70
0.00
100.00
1860160005
Art & Architecture Book
16
288.00
172.80
40.00
1860250001
Note Cards, Palm Desert Photo
13
38.61
35.75
7.41
1860263001
Monument Field Guide
7
41.65
23.10
44.54
1860263002
Golf Course Wildlife Guide
4
23.80
14.00
41.18
1860287001
Cacti, Agave & Yucca Softcover
2
51.90
31.14
40.00
1860390008
Wonders of the Coachella Valley
41
612.95
367.77
40.00
1860420001
Monument Book
5
99.75
60.00
39.85
1860500003
Peaks, Palms and Picnics
10
189.50
109.90
42.01
1860500007
Palm Springs Legends
24
430.80
249.84
42.01
1860500008
California Byways Book
18
341.10
197.82
42.01
1860500011
AAA San Diego Region Map
2
9.90
5.74
42.02
1660500020
Cycling Palm Springs
32
574.40
333.12
42.01
18605N023
Way Out West/Coyote Named Frank
5
34.95
20.25
42.06
1860500026
Palm Springs Holiday/Vintage Tour
2
60.00
34.80
42.00
1860500027
Why Oh Why Are Deserts Dry
2
17.98
10.42
42.05
1860520005
The Roadrunner
4
79.80
46.22
42.08
1860520006
Joshua Tree Complete Guide
33
658.35
375.21
43.01
1860520008
Wild Desert Coloring Book (TC)
18
89.10
50.76
43.03
1860520009
1 Howl, I Growl (TC)
27
214.65
122.31
43.02
1860520010
101 Questions Desert Life (TC)
51
405.45
224.02
44.75
1860520012
SW Desert Birds (TC)
25
148,75
84.80
42.99
1860520013
SW Desert Plants (TC)
25
148.75
85.05
42.82
1860520015
SW Desert Life (TC)
18
107.10
61.18
42.87
1860520016
Lizards for Lunch (TC)
57
396.15
225.72
43.02
1860520018
One Small Square Desert (rC)
8
71.60
40.80
43.02
1860520019
Nature's Yucky 2 Desert SW (TC)
13
156.00
88.92
43.00
1860520020
Bedtime in the Southwest (TC)
15
224.25
128.02
42.91
1860520021
Coyote Who Swallowed Flea (TC)
47
749.65
427.23
43.01
1860520022
Desert Night Shift
42
291.90
166.32
43.02
1860520023
Night of Las Posadas
6
27.94
23.88
14.53
1860520024
Twelve Days of Christmas Pinata
5
50.95
48.40
5.00
1860520026
Wildflowers of the Desert SW
1
12.95
7.38
43.01
1860520027
Way Out West/Coyote (TC)
31
216.69
123.38
43.06
1860520028
Why Oh Why/Deserts Dry (TC)
80
719.20
409.60
43.05
1860548001
140 Great Hikes (Westcliffe)
119
2731.05
1366.12
49.98
1864420001
Monument DVD
4
99.80
59.88
40.00
1868263001
Monument Trail Map
10
89.50
65.00
27.37
1868380001
Map of the Stars' Homes
26
130.00
65.00
50.00
36
1868417001
Palm Desert Chamber Map
74
137.64
55.50
59.68
Palm Desert Visitor Center
Sales Account, Stat, & Class Report
Golf Shop
From 7/1/2011 Through 2/29/2012
Item Dtscription
1868422001 Modem Palm Springs Map
1868445001 Palm Springs Desert Cities Map
1868480001 California Map
Totals For 1000 Cost of Goods Sold
Report Totals
Deleted Items
Size Qty
11
74
11
5088
5088
Date 3/10/2012
Time 10:54:13
Page 9
Amount
Cost
Margin
55.00
33.00
40.00
366.30
199.06
45.66
32.45
25.04
22.81
49738.61
29478.21
40.73
49738.61
29478.21
40.73
37
The City of Palm Desert
Palm Desert Visitor Center
Contract No. C31200 — Retail/Merchandising Consultant Services at the
Palm Desert Visitor Center
March 19,2012
Submitted by
Landmark