HomeMy WebLinkAboutFirst Weekend - Concept and AppropriateCITY OF PALM DESERT
STAFF REPORT
REQUEST: APPROVE "FIRST WEEKEND" CONCEPT AND APPROPRIATE
$15,000 FROM UNOBLIGATED GENERAL FUNDS
SUBMITTED BY: Ruth Ann Moore, Economic Development Manager
Donna Gomez, Tourism & Marketing Manager
DATE: June 27, 2013
Recommendation:
By Minute Motion:
1. Approve "First Weekend" concept; and
2. Appropriate $15,000 from unobligated general funds to Media Buys (Account No.
110-4417-414-3221).
Executive Summary:
Staff is working with a core group of interested gallery owners, merchants and staff from
the Palm Springs Art Museum in Palm Desert to organize a coordinated effort that will
serve to promote the numerous cultural events already existing within Palm Desert.
The "First Weekend" program will be promoted each month beginning in November and
will run through May.
The City's commitment will be to assist with the original organization of the program,
coordination of the partners, and to provide advertising and marketing support
throughout the promotion timeline. Both the museum and the El Paseo Business
Improvement District have agreed to support the program with activities and related
funding and staff is working to include additional partners into the promotion.
Should City Council approve the request, funds will be used to develop a marketing
campaign that will include event rack cards for local distribution and monthly print and
radio advertising to reach the local community. Staff will work in conjunction with the
identified partners to coordinate advertising schedules and venues. First Weekend will
also be supported through an active social media program to include Facebook, Twitter,
press releases and postings to the City's tourism website, as well as, articles in the
City's Brightside newsletter.
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Staff Report
First Weekend
Page 2 of 3
June 27, 2013
Background:
In January of 2013, City Council approved the Economic Development Strategic Plan
(EDSP) as a guideline of future efforts for the City's economic programs. The EDSP
includes a goal to "Provide and Promote Recreation/Culture/Entertainment" and one of
the actions is to create an event called "First Weekend."
There are many cultural and entertainment events that already occur in the City during
season that can be promoted under the umbrella of "First Weekend" including:
• El Paseo Art Walk
• Corporate Way Art Events
• Concerts at The Gardens
• Art In Public Places docent tours
• Museum events
• McCallum Theater shows
• Cruise Night and more
Creating a campaign to promote all happenings on the first weekend of each month will
give both !ocals and tourists a variety of choices that will attract more people to our
events, restaurants and merchants. This will highlight Palm Desert as the attraction
center for cultural events throughout the valley.
Fiscal Impact:
Coordinating efforts with the various cultural entities throughout the community allows
the City to affordably support a program that has the potential to attract locals and
tourists to these events and subsequently increase business to our local hotels,
restaurants and retail establishments.
The initial investment of $15,000 for advertising and promotion will help support existing
activities without the City having to produce its own event. Funds will need to be
appropriated from General Fund Reserves.
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Staff Report
First Weekend
Page 3 of 3
June 27, 2013
Staff recommends approval of the concept and requested funding.
Economic Development Manager
Department Hea
rtin Alvarez
Director of Economic Development
PI S. Gibson
Director of Finance
Apr rovaI:
hn Wohlmuth
ity Manager
Donna Gomez
Tourism and Marketing Man
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