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HomeMy WebLinkAboutMarketing Cmte - 05/20/2014 � . C'ALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, May 20, 2014 — 2 p.m. Administrative Conference Room I. CALL TO ORDER Rolf Hoehn called the meeting to order at 2:00 p.m. II. ROLL CALL Members Present: Members Absent: Arlene Amick Emily Bird-Hrivnak Rolf Hoehn, Chair Franchesca Forrer Theresa Maggio, Vice-Chair Kerry Graves Jeffrey Norman Bruce Nation Sara O'Flynn Ray Rodriguez Diane Williams Staff/Others Present: Jan Harnik, Council Member John Wohlmuth, City Manager Rudy Acosta, Assistant City Manager Martin Alvarez, Economic Development Director Donna Gomez, Tourism & Marketing Manager Ruth Ann Moore, Economic Development Manager David Hermann, Management Analyst Jane Stanley, Recording Secretary Michael Mathews, Palm Springs Life Sasha Howell, Off Madison Ave. Casey Wilson, Off Madison Ave. Gary Sage, JNS Media Specialists Judy Sage, JNS Media Specialists Marcie Graham, JNS Media Specialists III. ORAL COMMUNICATIONS None. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 20, 2014 IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF APRIL 15, 2014. Jeffrey Norman moved, by Minute Motion, to approve the minutes of the April 15, 2014, meeting as presented. Motion was seconded by Arlene Amick and carried by 6-0-5 vote. (AYES: Amick, Maggio, Norman, O'Flynn, Williams, and Hoehn; NOES: None; ABSENT: Bird-Hrivnak, Forrer, Graves, Nation and Rodriguez.) V. CONSENT ITEMS HELD OVER None. VI. NEW BUSINESS A. PRESENTATION OF RESULTS FOR FASHION WEEK EL PASEO 2014 Michael Matthews from Palm Springs Life magazine distributed reports for the 2014 Fashion Week and Food and Wine Festival. He stated that they were successful events. He then provided an overview of the information for the Committee. The tent was close to capacity every day and will be a challenge moving forward. The CVB estimate of economic impact was close to $3M. Funds raised during the charity events, $69,000, benefited 21 Valley charities. A switch from last year is 15% more out-of-market visitors. Responding to question, he said the 2015 events are currently scheduled for March 15-21. Mr. Hoehn pointed out that those dates overlap with the BNP Paribas, scheduled for March 9-22, 2015. Next year will also be the 10th anniversary for Fashion Week. There is a plan to have a big "blow- out" for the 10th anniversary. Mr. Mathews thanked the City for its continued support throughout the years. For the Food and Wine Festival, attendance was up with a little over 3,000 people, which is a 20% increase over last year. Out-of-market visitors were 65% of the total. He was proud to say the event was associated with Sunset Magazine, which ran 2 ads and did e-blasts, reaching their national audience. The value with using Wagstaff Worldwide Public Relations was huge. Impressions across all channels were over 28 million. Ruth Ann Moore asked if there might be a craft beer and wine festival as a spinoff. Mr. Mathews answered that craft beer may have a larger presence in the Food and Wine event. Discussion ensued regarding the location of next year's events. Ms. Moore stated that currently there is preliminary approval from The Gardens to use the top of their parking structure on the east side. Work is 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 20, 2014 being done to have that location available if needed. Ms. Moore said parking is also an issue with solutions being considered. Mr. Mathews discussed his efforts to involve Palm Desert restaurants. With Committee concurrence, the Fashion Week EI Paseo 2014 results were received and filed. B. ANNUAL PRESENTATION OF DIGITAL PROGRAM RESULTS BY OFF MADISON AVE. Sasha Howell and Casey Wilson from Off Madison Ave. distributed the January to March 2014 reports and discussed each item. The dip in international visits was due in part to a change in the way Google tracks. Mr. Hoehn asked for any measurement of visitors from China. For the most part, all the numbers are up and above industry averages. For fiscal year 2015 OMA will be incorporating some of the goals from the new Marketing Plan. Donna Gomez explained that money for co-ops is set aside in the budget for opportunities that become available throughout the year. Previous co- ops were with the JW Marriott, The Living Desert, Desert Willow, and the Palm Springs Art Museum. With Committee concurrence, the Digital Program Results for January to March 2014 were received and filed. C. PRESENTATION OF MARKETING PLAN FOR FY 2014/2015 Ms. Gomez said this is the third year for having a Marketing Plan. Even though the plan is in writing, priorities can be changed. Some of the goals outlined in the Strategic Plan process have been incorporated for next year. Not every program in the plan is funded and able to be implemented, however, research will be done regarding those programs. According to the CVB, increased activity in hotel bookings are coming from new geographic areas of the East coast and New England. Some marketing dollars will be going to those areas. Public Relations could be added as the budget allows. OMA is doing some initial research. 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 20, 2014 Theresa Maggio mentioned that the CVB co-op editorial remains the same and has become stale. A focus will be to strengthen existing events and have a stronger presence at events. Discussion and clarification ensued regarding social marketing, specifically paid versus organic ads on social media. Mr. Hoehn stated that the Marketing Plan is an excellent document. Noting the videos in hotel rooms, he asked if there are any metrics to report and if there is a cost. Ms. Gomez said she had negotiated the cost from $3,500 to $1,500 and she would find out if there are any reports available. Mr. Hoehn then asked Ms. Gomez if she could go to the City Council for funds if an opportunity presents itself. He also asked how she would be able to do the things in the plan by herself, such as managing social media. She said if a priority arises, she can put together a plan for funding. Barbara Blythe, Visitor Center Manager, does a great job managing the social media with the time she has. There was discussion of emailing the BrightSide instead of mailing it. Mr. Hermann indicated it will happen eventually, but not in the near future. Diane Williams moved, by Minute Motion, to approve the Marketing Plan for FY 2014/2015. Motion was seconded by Arlene Amick and carried by 6-0-5 vote. (AYES: Amick, Maggio, Norman, O'Flynn, Williams, and Hoehn; NOES: None; ABSENT: Bird- Hrivnak, Forrer, Graves, Nation and Rodriguez.) D. PRESENTATION OF DIGITAL MEDIA PLAN FOR FY 2014/2015 Ms. Gomez reported that the current plan from Off Madison Ave. has worked well and gets the City in a variety of markets. The focus is on people with a general interest in travel. Programs will be continued that provided excellent results, such as Google Display Network, Trip Advisor, and Sojourn. One change will be in the booking process, from Orbitz to Priceline, who historically outperforms Orbitz and offers strong added value. A new mobile ad component will be with Verve Mobile. Ads would appear when travelers enter our geographic area. All categories are covered in the same markets with a stronger presence in Canada. Responding to Mr. Hoehn's question about choosing which travel website to use, Ms. Howell explained that OMA works on getting the most value for the City and spends funds as efficiently as possible. Jeffrey Norman moved, by Minute Motion, to review and approve the FY 2014/2015 Digital Media Plan. Motion was seconded by Theresa Maggio and carried by 6-0-5 vote. 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 20, 2014 (AYES: Amick, Maggio, Norman, O'Flynn, Williams, and Hoehn; NOES: None; ABSENT: Bird-Hrivnak, Forrer, Graves, Nation and Rodriguez.) E. PRESENTATION OF TRADITIONAL MEDIA PLAN FOR FY 2014/2015 Commenting on the plan, Ms. Gomez said it is a strong print proposal. Some changes in magazines have been made in the target markets. A trial digital co-op program for the Northeast will be with Madden Media, who has already provided great results for the CVB. Texas has been dropped because the CVB already has a strong presence there. Radio ads have been pulled temporarily. Advertising with Pandora is being explored. Diane Williams moved, by Minute Motion, to approve the FY 2014/2015 Traditional Media Plan. Motion was seconded by Theresa Maggio and carried by 6-0-5 vote. (AYES: Amick, Maggio, Norman, O'Flynn, Williams, and Hoehn; NOES: None; ABSENT: Bird-Hrivnak, Forrer, Graves, Nation and Rodriguez.) F. CONSIDERATION OF CONTRACT RENEWAL WITH JNS MEDIA SPECIALISTS FOR FY 2014/2015 Ms. Gomez discussed the excellent service and responsiveness to the City's needs. JNS has gotten great results and added value. Because of their contacts with other Coachella Valley entities, their efforts are coordinated well. Mr. Hoehn noted that the synergy works well with all the parties involved, enabling the City to spend money wisely. Jeffrey Norman moved, by Minute Motion, to approve the FY 2014/2015 Contract Renewal with JNS Media Specialists. Motion was seconded by Theresa Maggio and carried by 6-0-5 vote. (AYES: Amick, Maggio, Norman, O'Flynn, Williams, and Hoehn; NOES: None; ABSENT: Bird-Hrivnak, Forrer, Graves, Nation and Rodriguez.) G. CONSIDERATION OF CONTRACT RENEWAL WITH OFF MADISON AVE. FOR FY 2014/2015 Ms. Gomez stated that the contract renewal would be a one-year extension. OMA has proven that they do an excellent job and have a professional product. Theresa Maggio moved, by Minute Motion, to approve the FY 2014/2015 Contract Renewal with Off Madison Ave. Motion was seconded by Arlene Amick and carried by 6-0-5 vote. (AYES: Amick, Maggio, Norman, O'Flynn, Williams, and Hoehn; NOES: None; ABSENT: Bird-Hrivnak, Forrer, Graves, Nation and Rodriguez.) VII. CONTINUED BUSINESS 5 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 20, 2014 None VIII. OLD BUSINESS None IX. REPORTS FROM CITY COUNCIL LIAISONS Councilmember Harnik asked if there was a follow-up report from the March Desert Concorso event. She and Ruth Ann just returned from the ICSC Convention in Las Vegas. One area they pursued was restaurants to help to fill some vacancies. Ms. Moore suggested that the City have a franchisee event to attract restaurants. The City Council approved plans for a new Fairfield Hotel next to the new DMV office. It will have 150 rooms and appears to be a very nice property. X. REPORTS AND REMARKS A. Chair Mr. Hoehn reported that the first jazz concert at the Tennis Garden on May 3�d was very successful. About 1,800 people attended, and it may become an annual destination event. Coachella High School graduation will be held in the big stadium. The Tennis Garden also hosted the Coachella and Stagecoach box office artist check-in and bus shuttles for the 3 weekends. The Airport has seen an 11% increase for April, which is a new record. The CVB has signed a revenue guarantee contract with American Airlines to start direct flights to Chicago earlier next season. B. Committee Members Theresa Maggio reported that Bighorn had over 300 events this season. Real estate is doing very well. Bighorn BAM had a million dollar night, and raised $1.285M this year compared to $707,000 last year. They gave a $1 M check to Eisenhower Medical Center and $150,000 to the Pendleton Foundation. Bighorn Golf Club Charities will be starting a grant program, called Bighorn Cares, to provide basic necessities to non-profits. 6 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 20, 2014 Sara O'Flynn stated that sales at The Gardens were up in April. There are 2 new stores, Clarks Shoes and Skin Care & Co. Sullivan's has been remodeled and looks great. Diane Williams said housing inventory remains low with sales down from last year. Lending restrictions for loans have stalled the market. Arlene Amick was happy to report that the last First Friday had over 400 attendees at the Galen. There has been a successful transition for the Art Walk to change from Thursday to Friday. All in all, First Weekend was successful for the first year. The sculpture garden is planning on adding 5 new sculptures before next season. Jeffrey Norman noted that the McCallum is done for this season. The Institute will be holding teacher training the 3`d week in June for 1 week. There will be 3 public perFormances that week. Ticket sales for next season are ahead of last year. Plans are being made for the 2"d Annual Palm Desert International Dance Festival plus the 17t" Annual Choreography Festival. The aim is to make these signature events for the City. C. Staff Regarding new businesses, Ruth Ann Moore said there is a lull right now, but she will start to see activity soon. City Manager John Wohlmuth offered clarification of the 2% TOT increase that will be on the November 4t" ballot. According to Proposition 218 the use of the funds cannot be specified or else it becomes a "specific tax." Without specific percentages, the money is committed to marketing, hotel attraction and renovation, and special events. The Hotel Committee will help identify the allocations of about $2M per year. The marketing budget needs to be more robust than it is now. If passed, the tax would be effective in January and the first of the funds would be received in the middle of February. Mr. Hoehn added that the Marketing Committee supported the measure at the last meeting, and hopes that the City's marketing efforts would benefit. Mr. Wohlmuth introduced Rudy Acosta, new Assistant City Manager, who will be focusing on some of the Redevelopment Agency dissolution; bond proceeds projects, and the sale of over 500 acres of former Redevelopment Agency land for projects that will bring in General Fund revenue. XI. INFORMATIONAL ITEMS 7 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MAY 20, 2014 A. Visitor Center Report Ms. Gomez offered no comment. With Committee concurrence, the Visitor Center Report was received and filed. B. Update of Legislation affecting Canadian travel to U.S. Ms. Gomez reported that the City's Legislative Review Analyst found information buried in an immigration bill. It would encourage Chinese nationals to travel to the U.S., Canadian travel, and U.S. travel during low season. Staff will prepare a letter of support for that portion of the legislation. XII. NEXT MEETING DATE —JUNE 18, 2014 Ms. Gomez indicated that as of now there are no agenda items for a June meeting. Unless something comes up, the June 18t" meeting will be cancelled. Mr. Hoehn noted that he will not be available on July 15tn which would be the July meeting date. XIII. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 3:50 p.m. � � J e Stanley, Recor ' g Secretary CTTY COUNCILACT�ON APPROVED._. �� DFNiF,D RECEIVED OTHER MF,ETING DATE � � �1�'�' AYES: �� + �� � NOF,S: �� Ai3SF:NT: I�t�O , A13STAIN: N01'�C VF.It1FtI?D I3Y. �RDK� rtm Original c�n Filc wiYh City Clcr•9c's Of�icc 8