HomeMy WebLinkAboutInfo Update - American Jazz Inst Fstvl-SponsrshpCITY OF PALM DESERT
SPECIAL PROGRAMS DEPARTMENT
STAFF REPORT
REQUEST: Receive and File Informational Update Relative to American Jazz
Institute Festival and Sponsorship
SUBMITTED BY: Frankie Riddle, Director of Special Programs
APPLICANT: The American Jazz Institute
74-818 Velie Way, Suite 2
Palm Desert, CA 92260
DATE: June 13, 2013
CONTENT: 1. The American Jazz Institute Proposal
2. Mr. Jeff Hocker Resume
3. Informational Articles
4. Aerial of Desert Willow Sites
Recommendation
That City Council receive and file this informational report. No further action is
required at this time.
Discussion
The City of Palm Desert was initially approached by Mr. Jeff Hocker of J. Hocker and
Associates, LLC on behalf of the American Jazz Institute (AJI) with regard to
coordinating a Jazz Festival in Palm Desert which included a financial sponsorship in
the amount of $15,000 and facility donation of Desert Willow Golf Resort. City staff later
met with Mr. Hocker and American Jazz Institute Board Member Alan Schultz to discuss
the proposal and provide some insight into the activities of the Institute and what they
would like to accomplish.
After discussion with both parties, AJI's idea is to start a Jazz Festival in Palm Desert as
a grass roots type venue and establish the event as an Annual Jazz Festival. The plan
is to create an event that can grow with the anticipation that it becomes similar to the
Idyllwild Jazz in the Pines Festival. The initial plan was to start with a 2013 event;
however, Desert Willow will not able to accommodate a 2013 event. As a result, staff
and AJI will focus on a 2014 event, if approved by the City Council. Outlined below are
items discussed relative to the event as well as some background on Mr. Hocker, Mr.
Schultz, and AJI:
• On Friday, May 10, 2013, the City Manager and staff met with Mr. Mogensen,
General Manager of Desert Willow, Mr. Hocker, President and Executive
STAFF REPORT
AMERICAN JAZZ INSTITUTE PROPOSAL
JUNE 13, 2013
PAGE 2
Producer of J. Hocker and Associates, and representatives of the American Jazz
Institute (AJI) to discuss the sponsorship request and other details related to the
proposed Jazz Festival. Outlined below were the results of that meeting and
subsequent actions:
o Event Details:
- Subsidy of $15,000: Mr. Hocker noted that it would be difficult to
create a quality event without the $15,000; however, it could be
done if other items were provided (i.e., tables, chairs, linens, etc.)
- Donation of Desert Willow facilities
- Date and Time: Saturday, November 16 from 5 p.m. — 10 p.m. and
Sunday, November 17 from noon to 5 p.m. (possible Friday night
concert was also discussed)
- Event Parking: Attendees could park in the vacant lot at the
entrance to Desert Willow (staff would have to coordinate with the
Marriott; however, they were cooperative in discussions for a
potential 2013 event)
- Shuttle Service: Attendees would be shuttled from the vacant lot to
Desert Willow
- Ticket Price: $35 -$50 per person including a VIP package
- Proposed Sites/Stages at Desert Willow: It is anticipated that there
would be three locations for entertainers to perform, 1)
undeveloped area to the east of Desert Willow as you arrive; 2)
patio; and 3) east side of building in grass area (map attached).
The driving range was initially proposed; however, this would result
in a loss of revenue to Desert Willow.
- One of the issues discussed was the overlap between golfers and
event attendees. However, since many of the golfers will be off the
course by the time the event starts, and the proposed site locations
do not interfere with golfers, overlap between the two would be
minimized.
- Revenue Sharing between Desert Willow and AJI was discussed
and would be further discussed in the future.
- The American Jazz Institute is a 501(c)(3) and is the partner non-
profit organization dedicated to the enrichment and enhancement of
the appreciation of jazz music.
- Net proceeds of the event will benefit the American Jazz Institute.
The Jazz Institute's mission is to preserve jazz music and expand
awareness and appreciation of the music and spotlight jazz
composers, arrangers, and musicians both established and newly
discovered, from traditional to avant-garde.
- All funds and donations stay within the local community and provide
scholarships to youth. The Jazz Institute of America recently
opened discussions with Desert Sands Unified School District to
STAFF REPORT
AMERICAN JAZZ INSTITUTE PROPOSAL
JUNE 13, 2013
PAGE 3
provide school concerts, tickets to concert series free of charge,
and scholarship to youth with a focus of learning jazz music.
- The American Jazz Institute has been conducting jazz concert
series at the Living Desert, Vicky's of Santa Fe, and Pete Carlson's
Golf & Tennis since the beginning of 2009
Annual Event with Ernst & Younq Booked at Desert Willow: After the City's meeting with
AJI representatives, Desert Willow was contacted to schedule the annual Ernst and
Young event which unfortunately is scheduled for November 16-17, 2013 (the same
dates being considered for the Jazz Festival). This annual event generates $35,000 in
revenue for Desert Willow and as such the event was booked.
Staff contacted AJI to inform them of the booking situation and that a 2013 event would
not be possible. Staff did indicate that the City was still interested in pursuing a 2014
event, which would actually provide more planning and marketing time.
Representatives were receptive to the idea and indicated that they were still on-board
for a 2014 event.
Backqround Information on Oraanizers: Both Mr. Hocker and Mr. Schultz appear to
have significant experience with planning and marketing large and small scale events
(see attached information and articles). Mr. Hocker has local experience as Executive
Producer/Partner of the City's Fashion Week and Food and Wine event; the City of
Palm Springs Mayor's Race and Wellness Festival; Executive Producer of Idyllwild's
Jazz in the Pines; and Executive Producer of the Palm Springs Opera Guild's Opera in
the Park. Mr. Hocker also worked for the Palm Springs Bureau of Tourism for four
years. Mr. Schultz was a member of the American Jazz Institute that established the
well known Jazz Festival in Monterey, California for approximately 10 years and was
part owner of KRML radio station as well as other business ventures throughout his
career.
Fiscal Analysis
There is no fiscal impact associated with this report.
Submitted By:
�
Frankie ' dle, Director of Special Programs
roval:
����
o n M. Wohlmuth, City Manager
CITY COUNCIL�CTION
APPROVED
RECEIVED,�
MEETI A �
AYES: r �� ��
NOES:. -
ABSENT: �O
ABSTAIN:
VERIFIED BY:
Original on File with C
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AJI Jazz Festival in Palm Desert. CA
What: The American Jazz Institute Presents: Palm Desert Jazz Festival
AJI would produce a world-ctass tourist based jazz festival over a twaday shoulder weekend promoting the
event around the U.S. and Canada as a destination event. Straight ahead and smooth jazz would be the style
for the event which could inctude artists such as Jackie Ryan, Mindi Abair, Gerald Albright and Patrice
Rushen, Gina Eckstine, John Proulx, Joe La Bazbera with potential headliners the caliber of Dave Koz,
Norman Brown, Lee Ritnour, Earl Klugh, Pete Escovedo & Sheila• E. to name a few.
When: (Potential 2013 Weekend Dates)
November 9(5:00-10:00p.m.) and November 10 (12 N-S:OOp.m.)
November 16 (5:00-10:00p.m.) and November 17 (12 N-S:OOp.m.)
Where (3 Locations in Consideration): Desert Willows Golf Course, JW Marriott
Desert Springs Resort & Spa and Larkspur Drive at El Paseo (the site for Fashion Week El
Paseo and the Food and Wine Festival Palm Desert)
Requested Funding from the City of Palm Desert & Facility Use: $25,000 for
Title Sponsor Naming Rights and requested donation of facility
Who: The American Jazz Institute .
Now in its 15�' year, AJI 501 C 3 is dedicated to the enrichment and enhancement of the appreciation of jazz
music. From its humble beginnings in New Orleans at the turn of the century, jazz evolved into one of
America's enduring world contributions, a"universal language" understood by all.
Continuing in this spirit, AJI seeks to preserve this national treasure as well as expand upon it by spotlighting
America's geat jazz composers, arrangers and musicians — both firmly established and newly discovered,
from traditional to avant-garde.
AJI presents and benefits from its following jazz series: "Jazz for Jazz Lovers" at Pete Carlson's Golf &
Tennis, "Jazzoo" at The Living Desert" and "Jazz Supper Club Series" at Vicky's of Santa Fe.
"Through these series, AJI has raised funds to give schotarships to local music students and pair them with
world-class musicians as mentors. Proceeds from that last four years have been used to awazd scholarships to
students from Coachella Valley high schools. Maintaining a repertory orchestra to play new and archival jazz
music and to physically house, azchive and preserve jazz music: compositions, scores, arrangements,
recordings, artwork, photographs, film and other jazz works are also part of our main mission," said Mazk A.
Masters, President, The American Jazz Institute.
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Affitiation:
AJI has formed an alliance with the Palm Springs Unified School District to provide free tickets to students
and to provide jazz concects to students from grades 1-12 throughout the district.
The American Jazz Institute Office & Arc6ives:
The facility located in the City of Palm Desert has an extensive lending library of jazz-related books, LP's
and CD's that are available to students and our large music library of printed anangements is available to
band directors. In the near future, our collection of priceless recorded oral histories by jazz luminaries will be
available for reseazch by jazz educators.
Location:
74818 Velie Way, Suite 2
Palm Desert, CA 92260
Office: 626-497-5359
Contact:
Jeff Hocker, Mazketing & Public Relations
T'he American Jazz Institute
O�ce: 760-320-5272
Cetl: 760-409-1530
ieffhockerl (�a,�mail.com
Mazk Masters, President
The American Jazz Institute
Office: 626-791-3427
Cell: 626-497-5359
amiazzinf�a.aol.com
AJI Board of Director's:
Pete Carlson
Alan P. Schultz
Scott Elisworth
Gary Foster
Stephanie �'Keefe
.�.�� .., ., , .� �, ,,,,�,,..u,�.,�...�.y-�---
Jef'f Michael Hocker
1500 Catte Pafo Fierro
Pa{m Spriogs, CA 92264
Phone:760-320-5272 Faz:760-320-5373
E-mail: ieftUockerll'?u.gmait.com
SUMMARY
As a demonstrated leader for over 24 years as an executive producer and senior-level communications professional,
I have excetled at creating dynamic marketing and public relations campaigns worldwide. Cazeer talents are
comprised of: creativity, superior written, oral and presentation skills with a focused attention on detail,
performance of multiple critica{ tasks simultaneously, a self starting personaiity and being a quick learner.
COMPUTER SKILLS
PC and App(e operating system literate with extensive program knowledge:
� Databases: ACT, EXCEL
• Design: Photoshop Professional Suite, I!lush�ator, Publisher, Acrobat
• World Processing & Financial: Microsoft Office Suite 2010, Quicken, Quick Books
WORK EXPERIENCE
J. AUCKER & ASSOCIATES, LLG San Francisco, CA & Palm Springs, CA 2005-Present
President & Executive Producer
• Executive Praducer for: Palm Springs Opera Guild's Opera in the Pazk, Palm Springs Food & Wine Festival,
Food and Wine Festival Palm Desert and Associate Froducer for Fashion Week EI Paseo, World Cup 2011-
Modern Pentathlon, Greater Palm Springs Pride, City of Palm Springs Sustainability Conference, City of Paim
Springs Mayor's Race and Wellness Festiva! and Fiesta Days Palm Springs- A Celebration of Latino Culture,
Idyllwild Jazz in the Pines and team member for the successful Paul Lewin for City Council campaign.
• Strategic marketing, branding and advertising campaigns for the following clients: Desert Symphony,
California Tour of Menopause The Musical, Palm Springs Opera Guild, California On Location Awards, The
Desert Symphony, Zin American Bistro, Design 5olutions of San Francisco, Jensen's Finest Foods and Joey
English Productions.
PALM SPRINGS BUREAU OF TOURISM-Palm Springs, CA 2001-2005
Director of Communications 8t Strategic Marketing
• Official spokesperson for the Palm Springs Bureau of Tourism and the City of Pa1m Springs
• Strategize designed, developed and implemented all online promotions
• Developed, created, and expanded niche' markets, film, wedding, gay, mobility impaired, and historic inns
• Re-shaped the perception of general public and media through key messaging
• Crafted international marketing and public relations campaigns bringing greater visibility to year-round
vacation destination. �
• Defined and created key messaging for all coilateral and marketing materials including quarterty newstetter
• Work collaboratively with tocal, regional, national, and international associations and CVB's
• Influenced senior management, city leaders, and tourism partners as to best practices to build tourism
• Public relations efforts also inctude Palm Springs Convention Center, Palm Springs International Film Festival,
major city-wide events, and niche' markets
• Coordination of two PR firms (UK and Germany) and one adverting agency (Palm Springs)
• Partner relations with TV crews, international media, and travel writers
• Developed annual marketing plans and budgets
INTERNAP NETWORK 5ERVICES-San Francisco, CA 1998-2001
Western Regiona! Communications Manager
•[dentifiecl and developed public retations programs that favorabiy pub[icized InterNAP's fast passed progress to
[nitia! Public Offeting. Daity interaction with higit-tech media writers and national news wi�e correspondents
• Facilitated itequent investor reiations FAM tours for anatysts and shareholders in suppart of InterNAP's
domestic and international expansion
• Designed regianal maztceting cotiaterai, sates promotion pieces, direct mail campaigns, and newsletter
supporting 7 sales offices and 28 sales people
• Uncovered new revenue sources for existing and fufure products through ongoing (ead source generation
prograrns and maintenance of competitive market matrix
• Fostered the development of successful tactics for the execution of business partnerships and case studies
� Creation of sales incentive contests and promotions to focus sales team on achieving monthly quotas
� Freyuent interaction with customers, company divisions, and units assisting in the negotiation of contracts
� Established and maintained senior level contacts with business and channel partners in all vertical markets
� Formulated and made recommendations for the corporate strategy, policy, and objectives to maximize revenue
and profit growth
AOL-TIME WARNER (TRAVEL DIVISIOI� - San Francisco, CA 19941998
birector, Marketing & Public Relations
� Developed key travet sections: Ski America, America's Zoos & Aquariums, Americas Museums, and the VISA
prefened dining program
• Negotiated partner contracts and directed implementation of the online replication of the official city and state
tourism visitors guides
• Achieved 100% of management business objective goats during tenure
• Conceptualized, designed, and managed online contests for national travet partners to maximize consumer
usage and click through in the travel section
• Tracked and interpreted monthly sales and usage trends
• Hired, trained, and managed staff of eight
K 101 RADIO-San Francisco, CA 1991-1994
Matketing Manager
• Develuped and directed all on-air and on-location sales promotions with stations corporate accounts: American
Red Cross, California Lottery, Canon, Hyatt Regency, PBS which were instrumental in gaining listemership
and in turn garnered the station the status of being the #1 music station in the San Francisco Bay Area (Age 18-
34, all day parts) �
• Created and developed loyal listener point of sale programs
• Hired, trained, and managed staff of two along with d�ree part time interns
SPECTRUM PRODUCTION COMPANY — San Fraacisco, CA 1988-1991
Producer
• Produced product launches and sales events for industry leading hi-tech companies: Apple Global Sa1es
Conference, Diamond Communicatioas K-55 Flex National Tour, Octel National Sales Conference, Sun
Microsystems Java Launch in conjunction with national sales meeting, Sun Soft Sales Recognition (soflware
division of Sun Microsystems, Tandem Cornputers (Compaq merger and NT Solutions taunch)
• Associate Producer for large scale special events: Bay to Breakers (Footstock 1991-1992), San Francisco
Symphony's Biack and White Ball (1993, 1995, 1997), San Francisco Landscape and Gazden �Show (1991-
1992), United Nations 50`� Celebration and organized entertainment for post UN50 event dinner for President
William Jefferson Clinton
EDUCATION
San Francisco State University- San Francisco, CA
Bachetor of Arts in Communications Degree
Coilege of San Mateo- San Mateo, CA
Associate of Arts Degree
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The American Jazz Institute presents
R, I
s e.
MONDAY, FEBRUARY 4TH
5:30-9:30PM
A true artist that performs
all styles of music beautifully,
a powerful presence and
unique voice that will captivate
you. "Eckstine, whose father
was Billy Eckstine, has the
spunk, the spirit and the soul
of her family's patriarch and
delivers a song with the same
intense ability to tell a
musical story."
- Don Heckman,
international Review of Music
VICKY'S OF SANTA FE / HIGHWAY 111 & CLUB DRIVE / INDIAN WELLS / 760-345-9770
JOHN PROULX
December 17
JACKIE RYAN
January 14
;RtY
rCIPRIANO & CONNER
February 18
JANIS MANN-
April 8
•
Vicky's of Santa Fe in Indian Wells is the locale for the most exciting jazz series in the Desert presenting 6 Jazz Programs by The
American Jazz Institute, proceeds of which benefit The American Jazz Institutes in -school mentoring and music scholarship program
the Coachella Valley It all starts at 5 30PM in the Supper Club Lounge with no -host cocktails, followed by a 3-course dinner and show
BUY individual tickets or SAVE on series tickets. $75 per dinner per person includes all tax/tip/show.
Buy any 3 dinners for $2C0 a savings of $25. Pre -Paid Reservations Only. CALL 760-345-9770.
VISIT VICKYSOFSANTAFE.COM . .,
Open 7 Days a Week Dining Rooms 5:30-1 OPM f
Happy Hour 4:30-6:30PM Live Musk Nightly
Supporting our efforb to keep Musk in Schools are Sponsors 471..= ( -A "p l'algOvriAtljle
Live Concert
Featuring The John Bolivar Band
Wednesday, February 6, 2013
7:OOpm at Pete Carlson's Store ( $20 Students are free
The John Bolivar Band
John Bolivar, the complete woodwind
artist, has toured with a veritable "who's
who" in jazz, blues, and pop. Including are
Aretha Franklin, B.B. King, Lalo Schifrin,
Jimmy Smith, and many others. Johns
credits include performing at The Playboy
and Monterey Jazz Festivals.
John Bolivar - Saxophones and Flute
Stu Pearlman - Piano
David Levray - Bass
Quentin Dennar - Drums
World class musicians at their best!
Proceeds benefit the American Jazz
Institutes non-profit Jazz Education
Programs
YOU JUST CAN'T BEAT PETE
Open 7 days a week ! Mon -Sat 9am-5pm, Sun 9am-5pm
73-741 Highway 111, Palm Desert, CA 92260
760) 563-3263 • v '.petecarlsonsgolf.com
Pete Carlson's
Golf& Tennis
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Aren'
Basically Speaking
Time Was Medley
They Can't Take That Away From Me
Here's To Life
Some Other Time
Don't look Back
My Funny Valentine
/%/ Be Seeing You