HomeMy WebLinkAboutSponsor - The Living Desert - Exhibit CITY OF PALM DESERT
CITY MANAGER'S OFFICE
STAFF REPORT
REQUEST: CONSIDERATION OF TITLE SPONSORSHIP REQUEST FROM THE
LIVING DESERT FOR ITS DESERT B/RDS OF THE OUTBACK EXHIBIT
FROM JANUARY 4, 2014, THROUGH MAY 2014, IN THE AMOUNT OF
$40,000
SUBMITfED BY: John M. Wohlmuth, City Manager
DATE: December 12, 2013
CONTENTS: 1) Proposal letter dated September 30, 2013
2) Letter from City dated October 30, 2013
3) Response letter from President/CEO Stacey Johnson dated
November 18, 2013
Recommendation
By Minute Motion:
1) Consider becoming a title sponsor for The Living Desert's Desert Birds of the
Outback exhibit from January 4, 2014, through May 2014 in the amount of
$40,000.
2) If Council approves a title sponsorship, appropriate $40,000 from the
Community Contingency portion of the Unobligated General Fund Reserves
(Account No. 110-4110-410-3880) to the Marketing budget (Account No.
110-4417-414-3222).
Backqround
The Living Desert's Desert Birds of the Outback is a multi-species, 1,200 square foot aviary,
where guests will stroll through the enclosure with grain sticks (purchased) to feed the hundreds
of colorful birds, all native of Australia.
This exhibit spends the summer months in Mystic, Connecticut, at the Mystic Aquarium, which
has been exhibiting the birds since 2009.
The zoos that have utilized the exhibit have reported a 28% - 57% penetration of guests relative
to the front gate. The Living Desert has indicated that the Desert Birds of the Outback would
conservatively increase general admission at The Living Desert by 10% or more.
Staff Report
Consideration of Title Sponsorship Request from The Living Desert for its Desert Birds of the
Outback Exhibit January 4, 2014, through May 2014, in the Amount of$40,000
Page 2
December 12, 2013
After receiving the request for the City of Palm Desert to be a title sponsor, I attempted to
ascertain if such a sponsorship would:
1. Put "heads in beds," or
2. Substantially increase the City's marketing exposure and/or provide name recognition for
Palm Desert in the markets that are currently targeted through Palm Desert's marketing
programs.
Please see attached:
1. The original proposal and program description from Mr. Stacey Johnson, President/CEO
of The Living Desert;
2. My letter asking for further clarification;
3. Response from Mr. Johnson.
I believe this project will do both for Palm Desert— put "heads in beds" and further expose Palm
Desert to its drive market. The City's Marketing Committee unanimously recommended
approval of this request at its November meeting.
Fiscal Analvsis
If Council approves becoming a title sponsor at $40,0000 for The Living Desert's Desert Birds of
the Outback, funds would likely come from the Council's Community Contingency account of the
General Fund's Unobligated Reserve. Currently, the Community Contingency account has a
balance of$440,000 out of the original $500,000.
mitted By/Approval: •
CTCY COUNCIL A�1'ION
APPROVED `� DF.NiED
RECEIVED OTHER
hn M. Wohlmuth, City Manager MEETI, — �
AYES:
NOES:
Reviewed: AliSENT:
AI3STAiN:
V�RIFIED BY:
Original on File with City le k's Office
Paul S. Gibson, Director of Finance
THE LtVING DESERT�
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47900 PORTOLA AVE. v n
PALM DESERT,CA 92260 "t�� � 'V�
(760)346-5694 18 November 2013 '' � � � ��
FAX(760)568-9685 . O S(��C7
www.LivingDesert.org � f { �rn
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BOARD OF TRUSTEES �� �`
Mr.John Wohlmuth, City Manager `��ic 'j`"►"''�
Roger Snoble* :` O v
Chairman City of Palm Desert ..
��
Larry Spicer* t,ry ,>`.�
ViceChairman 73510 Fred Waring Drive (�
Development �Q
Sabby Jonathan* Palm Desert,CA 92260-2578
Vice Chairman
Finance&Treasurer
Louise Knowles* Dear John,
Vice Chairman
Long Range Planning In response to your questions about our proposal to the City to be the Title Sponsor for
Dorothy L.Weber Desert eirds of the Outback we have prepared the following answers. Thank you for your
Secretary
Brian S.Harnik* interest and for exploring this partnership with us. I hope our responses offer you the
Legal Counsel
Stacey Johnson necessary detail; but if they do not, please let me know and we will dig even deeper.
President/CEO&
Assistant Secretary
1. Is there a marketing budget and plan that you could share with the City?
lohn sarr The majority of our general marketing efforts will be tagged or positioned to
Peggy Bernthal* introduce this exciting new e�chibit to the general public as well as to our members.
Nancy Burke
Rick Carlson* Please refer to the attached detail of our advertising and marketing plan for this
Mary O.Cone program as well.
Susan E.Cooper*
Carol S.Couch 2, �f there is a marketing plan,what geographic markets and media will be utilized?
Daphne DeMartino
John Erickson
Tammy Fox We plan on using the majority of the $40,000 that we are requesting from the City to
Patti Grundhofer
H.Earl Hoover II advertise in our most productive feeder markets which will include LA,Long Beach,
Sis Jackson Riverside, Orange County and San Diego. Not only will we be advertising within
Mary Jane Jenkins
Michael Kiner these markets,but we will also be conducting a heavy public relations and
Janet Lanterman promotional blitz. Cord Media will be sending out a series of press releases
Ralph Miller announcing the`Birds of the Australian Outbacic", while radio stations in ihese
Betts Simon
BJ Skilling* markets will be conducting Palm Desert package sweepstakes which include an
Mary Lou Solomon overnight stay tickets to the park and admission into the attraction. This should
Sam Spinello generate not only attention for The Living Desert and the City of Palm Desert, but
Mary Storer
Sandra Cooper Woodson add a much needed"call to action"as the new and unique exhibit will only be in the
area for a short period of time. TV will be a great tool in feeder markets as well.
This exhibit is VERY visual and we will be shooting a VNR(video news release)
PRESIDENT EMERITA that will be sent to TV stations in all of these markets. We are building a new more
Karen Sausman
interactive website that will be a great tool to enhance our overall efforts. This will
TRUSTEE EMERITUS/EMERITA support the e-blasts,e-newsletter and new electronic foxpaws member magazine that
W.Curt Ealy will all be focused on this exhibit. Additionally, we have hired a new sales team that
Miriam U.Hoover
Sherman A.Smith will be developing programs at all the military bases between San Diego and Irvine.
*Executive Committee
i��E'`�t'd'g {'C.E°�"�C't`t'<l��'(�t? ('l;'€�?t�;��t �it't'4{_'/"v'cl�tC}l�l, #?C�i�t��7�tt}tt <ttl{�.7��)�>Ct't.7r7�IC)tl.
_ __
3. Does The Living Desert have any other sponsors?
The City of Palm Desert would be the sole Title Sponsor. However,two private
donors underwrote the expense of presenting the exhibit and will be recognized for
their contributions as Presenting Sponsors. Any additional sponsorship dollars we
may receive from lower level sponsors will also be included in our out-of-market
marketing efforts.
4. In your proposal,you indicate a desire for Palm Desert to be a Title Sponsor at
$40,000. Are there any other sponsorship levels? It sounds as if The Living Desert
desires to have the "Desert Birds of the Outback"for two consecutive years. Is the
$40,000 Title Sponsorship for one year or two years? If for one year, do you plan on
requesting another$40,000 for a lanuary 2015 exhibit?
The sponsorship opportunity we are discussing is only for the first year of the
program. Should we be as successful as I know we will, we will have it back far a
second time and would be offering the City first right of refusal.
5. Will The Living Desert have an exhibit summary at the conclusion of the 2014 exhibit
identifying an increase in attendance, success at marketing and percentage of out-
of-Valley attendees that can be shared with the City?
All of our advertising and marketing efforts will be tracked and monitored carefully
in order to gauge the progam's success. With the new POS system that we have just
acquired, we can monitor guest origins and demographics as well. We will gladly
share all of the data and analytics that we collect with the City as well as the final
analysis at the programs conclusion.
The Living Desert eagerly looks forward to this partnership with the City of Palm Desert.
Thanks again and Happy Thanksgiving.
�
Sin� �e,lY,
�.. Il�p' 1-�
1 �
�,t�cey Johnson,
President/CEO
THE LIVING DESERTo
�
47900 PORTOLA AVE.
PALM DESERT,CA 92260
(760)346-5694 30 Se tember 2013
FAX(760)568-9685 p
www.LivingDesert.org
BOARD OF TRUSTEES
Roger Snoble*
Chairman
Larry Spicer* Mr.John Wohlmuth, City Manager
Vice Chairman
Development City of Palm Desert
SabbyJonathan*
ViceChairman 73510 Fred Waring Drive
Finance&Treasurer �
Louise Knowles* Palm Desert, CA 92260
Vice Chairman
Long Range Planning
Dorothy L.Weber
$ecretary Dear Mr. Wohlmuth,
Brian S.Harnik*
Legal Counsel
StaceyJohnson
President/CEO& The Living Desert is excited to announce the unveiling of its newest attraction, Desert
AssistantSecretary eirds of the Outback. This unique and extremely interactive exhibit will open to the
public on Saturday,January 4th 2014 following a special VIP "sneak beak peak" on
�ohn Barr Friday the 3�a.
Peggy Bernthal*
Nancy Burke
Rick Carlson* Desert Birds of the Outback is a multi-species aviary exhibit that will provide a
Mary O.Cone
Susan E.Cooper* memorable, interactive experience for zoo guests of all ages. Individuals will stroll
Carol S.Couch through the enclosed 1,200-square-foot aviary which houses hundreds of colorful
Daphne DeMartino
John Erickson birds including cockatiels, budgies and rosellas, all native to Australia. Budgerigars,
Tammy Fox
Patti Grundhofer affectionately called budgies, are also known as grass parakeets and are a variety of
H.Earl Hoover II small slender parrots with long, tapering tails. As part of the experience, guests will
Sis Jackson
Mary Jane Jenkins have the opportunity to feed the birds with prepared seed sticks as they walk
Michael Kiner through the exhibit. The friendly birds sing and fly freely; by simply holding the stick
Janet Lanterman
Ralph Miller in the air the birds will swoop down to perch on an arm and eat right out of guests'
Betts Simon
BJ Skilling* hands! Educational materials will also be available to inform interested parties about
Mary Lou Solomon the birds' habitat and behaviors, as well as the issues and challenges currently facing
Sam Spinello
Mary Storer birds in the wild.
Sandra Cooper Woodson
The Living Desert remains one of the most (if not the most) popular attractions within
PRESIDENT EMERITA the valley and one of the most desirable with which to partner. A 2012 economic
Karen Sausman impact study estimated that The Living Desert adds a minimum overall annual output
TRUSTEE EMERITUS/EMERITA to the Coachella Valley economy of$27million; at least$S.Smillion of which occurs
W.Curt Ealy through direct spending on goods and services other than The Living Desert. More
Miriam U.Hoover
Sherman A.Smith than 40,000 single-day visits to the Coachella Valley take place each year for the
*Executive Committee
�}�,;.f't� t tJCi�{'!'!'<3�?C?l� ��lt"!)t76?�2 �Jt{'"{'I'b'<3��It1t7, € .{.,_ ::,��it ! <:ti't iJ3t�?'%�'. �.�ir(�rtt
primary purpose of visiting The Living Desert; and in excess of 100,000 guests stay
overnight in the Coachella Valley as a result of a Living Desert visit. We also know
that guests of The Living Desert in recent studies have higher incomes than the
California and U.S. averages. The California average household income is$76,400;
and in the U.S. overall it is $50,300. Comparatively, half of the patrons of The Living
Desert surveyed reported income over$100,000.
Currently, The Living Desert attracts approximately 350,000 guests a year. More than
half of these are California residents visiting the Palm Desert area. A recent survey
provided the following information about area guests' perceptions of The Living
Desert (TLD):
Recent Visitor Survey Summary
• 94.9%of visitors stated TLD exceeded their expectations
• 93.4%of visitors rated their TLD experience to be above average
• 88.7%would be likely to recommend TLD to others
• 88.9%would return to TLD within 12 months
• 96.8% did not list cost as a negative factor
• 76.3%of TLD guests are from out of the area/visitors
• 72.1%of TLD visitors are from other markets within California
• 97.8%would recommend the TLD to a friend
Considering the exceptional scores and attendance that The Living Desert receives,
we can estimate that an exhibit like Desert Birds of the Outback would
conservatively increase the general gate attendance 10% (in all likelihood, much,
much higher). Other zoos that have utilized this asset have reported a 28%—57%
penetration of guests relative to the front gate and exceptional visitor satisfaction
and experience ratings. To further illustrate its popularity, The Mystic Aquarium in
Mystic, Connecticut, acquired the attraction as a one year (seasonal) exhibit in 2009.
2014 will count as the sixth year that they have extended this interactive aviary's
stay. They report that this current year has been the best-attended year for this
attraction thus far.
So, we are confident that an exhibit with the appeal and magnitude of Desert Birds
of the Dutback will have a substantial impact on both The Living Desert and the City
of Palm Desert. The Living Desert would be honored to offer the presenting
sponsorship of this exhibit to the City of Palm Desert for a $40,000 commitment.
As the presenting sponsor,the City of Palm Desert will receive the following:
• Recognition as the Presenting Sponsor of Desert Birds of the Outback,January
until May, 2014.
• Logo Inclusion/Recognition in all related media both in local and feeder
markets to include:
o Print, Outdoor, Radio, N, Direct Mail and e-Marketing
• Logo placement on zoo website
• Recognition in all media and press releases
• Recognition in all on—air promotional interviews
• Mention in on-air exhibit promotional spots, which may include logo or verbal
mention according to spot;
• Logo on all exhibit marketing collateral including(but not limited to):
o Rack Cards, Flyers, Posters, Handouts, etc.
• Recognition on Signage within Zoo
• Placement in e-mail blasts to members (14,000 households with an average of
3 people per household)
• Recognition in FoxPaws newsletter (15,000 recipients)
• Dedicated article focused on the City of Palm Desert in FoxPaws newsletter
• Inclusion/recognition in all related Facebook and social media promotions
• 50 complimentary tickets to "Sneak Beak Peek" VIP Night
• Opportunity for participation in promotional events including giveaways or
coupons to zoo visitors
• Opportunities for special encounters for employees or clients
• Development of a Palm Desert Day or event at the Living Desert
As you can see,the timing and opportunity are perfect to continue to enhance our
already great relationship. Desert eirds of the Outback will reach millions of
households and greatly increase visitations, awareness and revenue for both The
Living Desert and the City of Palm Desert. Your contribution to this project will be
utilized to assist us in reaching even more potential visitors from the surrounding
markets, effectively doubling the budgeted market reach for the program.
. . _ _ _
We would love the opportunity to make a formal presentation to you at your
earliest convenience. There, we can answer specific questions, better define the
benefits and discuss next steps.
We at The Living Desert very much appreciate your support and the support of the
City of Palm Desert.
Sin erely,
Stacey Johnson
President/CEO
CITY OF PNL �1 DESERt
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__.-- . ----- _ ___ __. _— _ _.._. __ __..-- _..__ _...__ ____ __
Oi iacr•,ur�i uc Cr�� M,�N,�<tt:iz
October 30, 2013
Stacey Johnson, PresidenUCEO
The Living Desert
47900 Portola Avenue
Palm Desert, California 92260
Dear Stacey:
Thank you for your proposal and supporting documents for the Living Desert hosting the "Desert
Birds from the Outback" exhibit. I will place this item on the Agenda for the City Council meeting
of December 12, 2013, for Council's consideration of support. I hope this timing will be
adequate to meet your needs; please advise if it is not.
With rega�d to your proposal, I believe I should provide detail or additional information in the
staff report to Council. Therefore, I would appreciate it if you could provide answers to the
following questions:
1. Is there a marketing budget and plan that you could share with the City?
2. If there is a marketing plan, what geographic markets and media will be utilized?
3. Does the Living Desert have any other sponsors?
4. In your proposal, you indicate a desire for Palm Desert to be a Title Sponsor at $40,000.
Are there any other sponsorship levels? It sounds as if the Living Desert desires to have
the "Desert Birds from the Outback" exhibit for two consecutive years. Is the $40,000
Title Sponsorship for one year or finro years? If for one year, do you plan on requesting
another$40,000 for a January 2015 exhibit?
5. Will the Living Desert have an exhibit summary at the conclusion of the 2014 exhibit
identifying an increase in attendance, success at marketing, and percentage of out-of-
Valley attendees that can be shared with the City?
Please consider answering the previous questions so as to allow me to fully identify and support
the benefits of your proposal.
Sincerely,
; �
._,.._..
HN M. WOHLMUTH
ITY MANAGER
cc: Paul S. Gibson, Director of Finance
Donna Gomez, Tourism and Marketing Manager
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