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HomeMy WebLinkAboutNegotiate Marthas Village and Kitchen - Thanksgiving 5KCITY OF PALM DESERT CITY MANAGERS OFFICE STAFF REPORT REQUEST: CONSIDERATION OF APPROVAL TO NEGOTIATE A SPECIAL EVENTS PERMIT WITH MARTHAS VILLAGE AND KITCHEN TO HOST THE 2012 MARTHA'S VILLAGE THANKSGIVING DAY 5K ON EL PASEO. SUBMITTED BY: Ryan Stendell, Senior Management Analyst DATE: June 14, 2012 CONTENTS: Special Event Solicitation Martha's Village Correspondence Recommendation That the City Council direct staff to negotiate a special events permit with Martha's Village and Kitchen for the 2012 Martha's Village Thanksgiving Day 5k. Background At its meeting of April 26, 2012 the City Council authorized staff to prepare and send out a special events solicitation to local event producers for a Thanksgiving Day event on El Paseo. The purpose of the solicitation was to identify an event coordinator who could produce a high quality event with no sponsorship monies from the City. Discussion Staff received a single response to the event solicitation from Martha's Village and Kitchen. Martha's Village has been organizing similar Thanksgiving Day events for several years and has prepared an attentive response to our requested information. Martha's Village has requested a long term relationship be established where they would have the first right to El Paseo for this annual event. Staff would likely propose a special event permit which would include multi -year extension options if the event producer conforms to City standards. Martha's Village has assembled an excellent project team and sees this as an excellent partnership with the City of Palm Desert. If approved, staff would work with Martha's Staff Report El Paseo 5k RunMalk on El Paseo June 14, 2012 Page 2 of 2 Village and return to the Council with a Special Events Permit for the event with all required documentation. Fiscal Analysis There is no fiscal impact related to this project. All costs related to the event will be covered by the event producer. Prepared By: CITYCOUNMAC N APPROVED DENIED RECEIVED OTHER Ryan Stendell Senior Management Analyst Approve¢, By: �tohn M. Wohlmuth City Manager 13 PALM DESERT SPECIAL EVENT SOLICITATION: THANKSGIVING DAY RUN/WALK on EL PASEO FOR THE CITY OF PALM DESERT The City of Palm Desert is seeking interested parties who would like to produce a high quality annual Thanksgiving Day Run/Walk on El Paseo. Interested candidates should review the proposal and selection criteria listed below. Proposals are due to the City no later than 5:00 p.m. (PST) on Thursday, May 25, 2012. Questions regarding this solicitation can be directed to Ryan Stendell, Senior Management Analyst who can be reached at (760) 346-0611 ext. 386. Background About Palm Desert: Palm Desert, a resort community of 49,111 year-round residents and approximately 32,000 seasonal residents is centrally located in Coachella Valley. The Coachella Valley is a two-hour drive from Los Angeles and the beach communities and a three- hour drive from San Diego within a convenient driving distance for 19 million people. About El Paseo: El Paseo, known as the "Rodeo Drive of the Desert," is a mile long shopper's paradise featuring more than 250 international and national retailers, local boutiques, restaurants, salons and art galleries. Known for its high -end establishments like Louis Vuitton, Gucci, Ralph Lauren, Tiffany's and Saks Fifth Avenue, El Paseo caters to shoppers who desire quality merchandise and the service that comes with it. Over the decades, El Paseo has grown to feature alfresco dining and art exhibitions throughout the avenue. About the Event: The City has in the past approved similar privately produced events on El Paseo on Thanksgiving Day, which have drawn upwards of 800 registrants. These events were contingent upon a financial sponsorship from the City. Due to the current economic climate the City's financial support has been eliminated. This solicitation is intended to reach numerous organizations that could run a successful event on El Paseo with no financial contribution from the City. Project Description/Requirements It is the intent of the City to secure an event producer that can provide a high quality Thanksgiving Day RunMalk on El Paseo. Candidates should incorporate a strong charitable component with any proposed event. Event producers shall address the following items in response to this proposal: Qualifications 1. Event Producer Information: Provide full company name, address of headquarters, and key personnel related to the project. 2. Previous Experience: Provide project names, descriptions, locations, and completion dates of three to five similar event projects your company has accomplished. 3. References: Provide names, addresses, and telephone numbers of three individuals who can provide information about your company's performance on recent projects. Include the name and completion date of each project. Project Description 1. Event Site Plan: Provide a conceptual event site plan showing generally how you propose to operate this event. The event site plan shall include a conceptual traffic plan indicating how the flow of traffic in and around the event area would be routed to ensure the safety of event participants and the public. 2. Narrative Description: A brief narrative description of the proposed event, including an estimated number of attendees, vendor areas, and how trash and restroom facilities would be provided to patrons. 3. Charitable Contribution: The City requires any event producer to have strong ties to a local charitable organization. Please indicate any plans to support local charity through the proposed event. 4. Promotion: Please indicate how you intend to promote this event. 5. Support from the City of Palm Desert: The City cannot financially assist the proposed event. Selection Criteria It is the intent of the City to identify, compare and rank potential event producers based upon the responses to this Event Solicitation. The ranked event producers will be then submitted to the City Council for consideration. The selected event producers' proposal will be granted approval through the issuance of a special events permit from the City. In order to be considered for evaluation, the respondent should submit three copies of the proposal at the following address: City of Palm Desert Attn: Ryan Stendell, Senior Management Analyst 73510 Fred Waring Drive Palm Desert, CA 92260 (760) 346-0611, Ext. 386 The Submittal Deadline is 5:00 p.m. on May 25, 2012. 2. An evaluation committee comprised of three staff members will rank the proposals based upon the information provided. The evaluation process is expected to take no more than two weeks. Respondents will be notified in writing of the recommendations of the evaluation committee. The results of the evaluation committee will be submitted to the City Council for review and approval followed by the issuance of a special events permit. 3. All costs associated with preparing the proposal shall be the sole responsibility of the companies submitting proposals. 4. The City, in its sole discretion, reserves the right to reject any and all proposals submitted. -END- May 23, 2012 City of Palm Desert Attn: Ryan Stendell, Senior Management Analyst 73510 Fred Waring Drive Palm Desert, CA 92260 Dear Ryan, Martha's A PANTNEN of FATNEi lDF-S VIlEA4[S On behalf of Martha's Village & Kitchen, we thank you for allowing us the opportunity to apply for the use of El Paseo to host our premier and primary annual fundra!ser. The Martha's Village Thanksgiving Day 5K started in 2007 at La Quinta Park with roughly 390 participants and has grown every year. Last year, event participation exceeded expectations... nearly 1,5001 We feel that running the race along El r Paseo, the most impressive commercial corridor in the Coachella Valley, will increase participation to at least 2,0001 Below and attached is the information requested in the RFP. Qualifications Event Producer Information Martha's Village & Kitchen 83791 Date Avenue Indio, CA 92201 Event Organizer: Blair Am!dei, Director of Development & Donor Relations (organizer since 2009) and Catherine Eklund Mares, Board Member and Chair of Thanksgiving Day 5K since inception. In 2007, 2008, 2009 and 2011, the Thanksgiving Day 5K Event was hosted at La Quinta Park. In 2011, Martha's Village certified the SK course making it the only SK certified course on Thanksgiving Day! This attracted more competitive athletes. Although the event is designed to be a family friendly event, if Martha's Village was granted access to use the El Paseo facility, we would certify the course in order to retain and draw a competitive crowd. in 2010, the event was moved to the Palm Desert Civic Center Park which was not a good location due to the double loop track and route. For the last 5 years, this event has seen participation grow steadily. For many Years, we have received emails and phone calls after the event complimenting the friendly and numerous volunteers, the t-shirts, the complimentary continental breakfast and ease of the course (except 2010). CHANGING LIVES, 83791 DATE AVENUE - NO O, CA 92201 760 347 4?41 , fAX 760 347 9551 • MARTNAWIH.AGE ORG Martha's A PARTNER Of FATHER iOUS YILl16ES Below is a chart so that you can see the growth visually. Year 2007 2008 2009 2010 2011 Pre-reg Online 173 255 380 568 755 Pre-reg Mail 62 170 368 226 247 Event Day 155 136 400 497 483 Total Participants 390 561 1148 1291 1485 Charity Net Revenue $ 50,819.02 $ 65,108.38 $ 73,363.32 Previous Experience Our previous SK events are listed above. We have also become very involved with the Indian Wells Country Club over the years- hosting our Gala at the Club In 2011 and 2012 as well as being beneficiaries of their annual golf tournament in 2011, 2012 and recently asked to participate again for 2013. Attached are two recommendations from the ladies and gentleman the Martha's Village team worked with. Also attached is an email response from a participant in the 20115K event. 12th Annual Charity Gala: Thursday, February 17, 2011 13`h Annual Charity Gala: Thursday, February 16, 2012 ClubCorp Charity Classic Golf Tournament and Taste of the Valley: December 3, 2010 ClubCorp Charity Classic Golf Tournament and Taste of the Valley: December 2, 2011 Upcoming ClubCorp Charity Classic Golf Tournament: January 25, 2013 Project Description Event Site Plan: We have reviewed the race course used on previous years and are not opposed to using that course. However, we would like to see the course primarily run on El Paseo. We worked with Tops N Barricades to come up with a preliminary vision of a new course (see attached). The event also requires adequate parking for the 2,000 participants. We would like to see The Garden on El Paseo parking set aside for event use as well as discuss the other parking locations that can be designated for such use. The event also requires a nice and fairly large family/meeting area for pre and post run events such as registration, packet pick-up, after run complimentary continental breakfast, family meeting area etc. It has not been determined as to the most appropriate place to designate this area and if it will require a large tent similar to those used during Fashion Week (we have considered blocking off Larkspur North of El Paseo for this use, but would like to discuss this further with the committee). CHANGING LIVES. 8379} DATE AVENUE , iND40 CA 92201 � 760.30474.1 PAX 7ti0.347.9551 MARTHA.SV111AGf ORG Martha's A PARTNER OF FATHER )VUS VIIEAGt.S Narrative Description & Charitable Contribution: Our Thanksgiving Day SK Event is our signature and primary fundralsing event to provide funds to support our Food Services Programs. Food Services at Martha's Village prepares over 250,000 meals a year to the hungry in our Coachella Valley. As you can see in the above diagram, our 5K event continues to grow each year. If we are selected to use the El Paseo site, we anticipate 2,000 participants. Our SK Council lead by Board Member Catherine Eklund Mares will contain committee members in charge of planning and executing the event with volunteers' help. The following committees will be formed to manage all facets of the event: 1. Course and Event layout and timeline: Led by Vic Gainer, Coach of the Palm Springs Track Club 2. Clean and Green Committee: Trash and Recycling pick-up and removal before, during and after the event 3. Marketing/Street Team Committee: Focuses on posting flyers in businesses and parks from Coachella to Palm Springs 4. Packet Pick-up Committee: Charged with organizing the pre -registration packet pick-up days, day of registrations, race number distribution, t-shirt distributions and participant changes S. Funds Transaction Committee: Manages all money transaction to ensure the funds are secured (lead by Board Member) 6. Water Committee: Ensures plenty of water is available at the event, sets up and cleans up all water stations 7. Breakfast Committee: Charged with finding food and beverage for the complimentary continental breakfast 8. Sponsorship Committee: Solicits for monetary and in -kind donations for the event Promotion: Typically, all major television stations as well as Time Warner Cable donate television time solely dedicated to advertising the SK. We anticipate $10,000 worth of in -kind TV time on top of print ads in the Eisenhower Publications, possibly Palm Springs Life and the Desert Sun. Radio PSA will run two months prior to the event. Since Martha's is a reputable 501c3 in the Coachella Valley, the local press highlights our event due to the high attendance and large amount of funding created. Support from the City of Palm Desert If granted access to use the El Paseo Facility, Martha's Village & Kitchen requests the City consider a long-term relationship with Martha's Village: use the facility for the next 3-5 years for the Thanksgiving Day 5K. In order for the event to maintain growth and continue to bring in a large charitable contribution to our neighbors in need, the event needs a consistent location so Valley residents and returning visitors can count on the event at the same time, same day and same location. We CHANGING LIVES. S37 91 DATE AVENUE INDIC), CA 92201 , 760.347.4741 ° FAX 760.:347.9SSI 1 MARTHASVU AG"E" ORG Martha's A YAp SH" OF FATHER JOYS VILLAGES currently are able to use la Quinta Park annually and would not be moving the event for any other location expect El Paseo. We would also like to see the City of Palm Desert work closely with us to provide a boost in charitable contributions using their connections to negotiate contract services to keep costs of the event at a minimum and provide added exposure to boost attendance. Please feel free to call or email with any comments or questions. We look forward to talking soon Blair Am' idei Director of Development & Donor Relations CHANGING LIVES. 83791 DATE AVEM.)E !NG10 CA 92201 760 341 4➢.A1 - TAX 760 347.9551 . AAAgTHASV1LLAGE ORG Blair Amides To: Blair Amidei Subject: FW: Reference Project Dates: February 19th 2011, February 17th 2012 I had the pleasure of working with Martha's Village and Kitchen for two of their annual gala events. I found Martha's Village and their team to be extremely organized, professional, easy and fun to work with, and motivated to raise money for a truly wonderful cause. They abided by all contracts, payment requirements, and restrictions as required by the Club and the Club's Corporate Office. Martha's Village also maintained consistent communication with the Club throughout the entire planning process to ensure the successful execution of the event. I would without a doubt support any event organized by, or that would benefit, Martha's Village and Kitchen. Kind Regards, Nicole Hughes Director of Private Event & Tournament Sales Certified Wedding Professional Mission Hills CC I Desert Falls CC I Indian Wells CC 760.883.5514 Direct 1760.324.9230 Fax '*Ask Me about the 12k All -Inclusive Wedding Package at Desert Falls Country Club" Blair Amides To: Tana. Rubley*ourciub.com Subject: RE: Need a reference... From: Tana.RubigyCcaourdub corn (mailto:Tana.Rubiev ourclub.coml Sent: Thursday, May 17, 2012 4:14 PM To: Blair Amick! Subject: Re: Need a reference... Indian Wells CC has a long standing relationship with Martha's Village and IGtchen in connecting our community to support local residents in need. The ClubCorp Charity Classic (held for the past five years) has benefited from Martha's Village raising over $70,000 since coming onboard. Martha's Village has worked diligently on mobilizing their various resources to motivate local business and valley residents to participate in driving dollars for a great cause. With great excitement, we look forward to continued success through collaboration of the two organizations and we highly recommend their efforts to any other businessestorganizations looking to make a positive impact on the local community. ---------------------------------------------------------- Tana Rubley Member Services Manager I Indian Wells Country Club Ryan Douglass Food and Beverage Director I Indian Wells Country Club p: 760.834.60211 f: 760.360.9492 Blair Amide! From: Jack Piett Qackpiett@sasktel.net] Sent: Tuesday, December 06, 2011 9:41 PM To: Blair Amidei Subject: Re: Award from 5K Hello from Eston, Saskatchewan! (CANADA!) I did return to the run site and got my medal that day. When we got back to our friends' condo In Indio the results were up on the Internet and my husband told me I placed third In my age group! We traveled back to the race and we met Blaire (I think that was her name- nice lady organizer in purple shirt??) She gave me my medal and I have been showing it off since I got home! I apologize for not staying for the awards- my husband had waited patiently and was anxious to get going. We had been there since lam because I hadn't registered ahead. We had eaten out at Mario's the night before and I talked to someone who was wearing a run t-shirt and he had said to get there early. (I did beat the really long line of late registering arrivals!!) We have sons who golfed and our rules were to always stay for the awards even if you aren't getting one! It Is Important to recognize those who do win and as well as the organizers and sponsors!! We broke our rules that day! It was a well organized run. Thanks to all the organizers and volunteers for a great effort. What a beautiful day. We were south for 9 days and I ran most days. We had left cold and snow, so it was a real treat. Thanks for your efforts to get a hold of me. I was maybe one of your farthest traveled participants! I know it is a great cause and understood from the paper it was a very successful event. Heather Piett Box 1219 Eston, SK CANADA SOL 1A0 On 12/6/11 11:05 PM, "Blair Amidei" <Blair.Amidei0neioh¢or.org> wrote: Hey Heather, You placed 3rd in your age division at the 5K on Thanksgiving! I would like to send you your medal, but have no address on rile. Please let me know where to send it. Thanks for joining us, congrats on your time! 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