Loading...
HomeMy WebLinkAboutC34090 - Food and Wine Festival 2015 CITY OF PALM DESERT/SUCCESSOR AGENCY TO THE PALM DESERT REDEVELOPMENT AGENCY STAFF REPORT REQUEST: CONSIDERATION OF A REQUEST FOR SEPERATE FUNDING FOR THE FOOD & WINE FESTIVAL PALM DESERT 2015 AND RELATED EVENT AUTHORIZATIONS SUBMITTED BY: Ruth Ann Moore, Economic Development Manager DATE: December 11, 2014 CONTENTS: 2015 Food & Wine Festival Sponsorship Agreement 2013 — 2015 Fashion Week EI Paseo and Food &Wine Festival Sponsorship Agreement Food 8� Wine Festival Presentation to Palm Desert Marketing Committee Draft Minutes from the November 18, 2014 Marketing Committee Area map depicting road closure Recommendation By Minute Motion: 1. Approve a separate funding of $75,000 for Food & Wine Festival Palm Desert 2015 to be used towards the expansion of event facilities; 2. Appropriate an additional $75,000 from Unobligated General Funds to Community Sponsorships for the Fiscal Year 2014-2015, Account No. 110- 4416-414-3062; 3. Authorize the use of the Successor Agency to the Palm Desert Redevelopment Agency-owned (SAPDRA) lot at the northeast corner of Shadow Mountain and Larkspur for the events in March of 2015; 4. Authorize closing a portion of Larkspur Lane in the evenings from 5:00 p.m. to 10:00 p.m. during events in March of 2015; 5. Authorize the use of the north side of Shadow Mountain Lane behind The Gardens and the event lot for valet parking; 6. Permit the consumption of alcoholic beverages on SAPDRDA-owned property; and Staff Report Food & Wine Funding 2015 December 11, 2014 Page 2 of 5 7. Authorize the City Manager to execute the additional sponsorship agreement and allow the City Attorney to make non-substantive changes. Executive Summar,[ Currently, the City of Palm Desert has a three-year contract with Pa/m Springs Life (PSL) that includes a $75,000 per year sponsorship of Fashion Week EI Paseo and Food & Wine Festival Palm Desert. This upcoming year (2015) is the final year of that three-year contract. The Food & Wine Festival Palm Desert has grown in stature and cache through its alliance with the James Beard Foundation. In 2014 after only four years, the event secured four of the top rated chefs in America as named by Food + Wine Magazine. According to PSL the festival has gained state and national exposure through their relationship with Sunset Magazine and as the title sponsor, the City of Palm Desert is featured in all media and marketing coverage. Media impressions of the event using "Palm Desert" in the name now total over $1.1 million. PSL is requesting a separate funding of $75,000 for 2015 in order to enhance the experience at Food 8� Wine Festival Palm Desert. The current constraints on the location make it very difficult to hear the chef demonstrations. In order to continue to attract the quality chefs, better accommodations for their demonstrations must be created. Additionally, the overly crowded main tent lacks sufficient air conditioning to provide a comfortable atmosphere for the attendees. Funds will be used for the following as shown on pages 19 — 22 of the Food & Wine Festival Palm Desert presentation to the Marketing Committee: • Adding three separate chef demonstration tents that would accommodate a minimum of 100 spectators each. • Enhanced air-conditioning system to all tents. • Additional projection screens for food demonstrations that allow better viewing by the audience. • Creation of a new entrance tent to accommodate a "Market Place" where sampled wines from the grand tasting will be sold. There is no other Southern CA festival providing this benefit to attendees. • More sophisticated signage and decor that is relevant to Food & Wine. Staff is working with PSL to create a concierge area within the new Market Place tent to not only provide information on City amenities but to assist attendees in booking restaurant reservations during their stay. There have been preliminary discussions with PSL to grow the Food & Wine Festival Palm Desert into its own separate signature event for the City. Now that the event has G Vtla�R�th Mn Moore�word data�STAFF REPORTS�Footl d W�ne Fesbvai 20�5 tloc Staff Report Food & Wine Funding 2015 December 11, 2014 Page 3 of 5 had four successful years, PSL's desire is to make this the premier food and wine event in Southern California. City staff and PSL are researching the best time of the year for such an event and plan to work with the Hotel & Signature Events Committee to not only plan the event but design hotel packages to increase out-of-area attendance for 2016. As a stand-alone event with its own location, Food & Wine Festival Palm Desert would have the ability to expand to include evening events, other activities such as musical entertainment and a larger attendance. Committee Recommendation The Marketing Committee, after reviewing the results of the 2014 Food & Wine Festival Palm Desert and much discussion, recommends (voting 10 — 0 with one absent) to City Council a separate funding of $75,000 to expand the Food & Wine Festival Palm Desert. The committee also directed staff to work with Palm Springs Life to look at a measurable process to recoup the investment as well as additional opportunities for the City within the event. Staff will continue to work on the concierge concept for 2015 that provides additional exposure for the City and benefits for attendees. Staff will also explore the process, benefits and liabilities of recouping the City's investments through a profit share agreement for 2016. Backqround Fashion Week EI Paseo, coordinated by Palm Springs Life, began in 2006 with three evening fashion shows held in March. The week was strategically picked because it fell between two major events in the valley, the BNP Paribas Tennis Tou�nament and the Kraft Nabisco LPGA Championship. While not competing with either major event, choosing this week encourages people coming into the valley to extend their stay or come in early and attend the shows and retail events in Palm Desert. Over the years, Fashion Week EI Paseo has grown from three evenings to seven days/evenings of special events, both within the tent and throughout stores on EI Paseo and is now known as the largest "consumer" Fashion Week event on the west coast. Fashion Week EI Paseo 2014 had more than 12,000 in attendance for the tent events and over 350 in-store events throughout the shopping district. Fashion Week alone garnered a value of over $2.6 million in marketing and media both in paid advertising, printed materials and editorial/news from local and national press. During the recession, the City needed to reduce its financial participation from $150,000 to $50,000 and challenged PSL to come up with a solution to fill the financial gap. In addition to developing new sponsorship, PSL took an existing food 8� wine event and brought it to Palm Desert to be hosted at the tents. Beginning in 2010, Food & Wine Festival Palm Desert was a three-day afternoon event. The first day (Friday) included a five course luncheon with wine pairings by a featured G Vtla\R�th M�Moore�wortl Oata�STAFF REPORTS�Footl 8 W��e Fesuvai 20�5 doc Staff Report Food & Wine Funding 2015 December 11, 2014 Page 4 of 5 chef. During the 2014 event on both Saturday and Sunday afternoon the festival included the following: • 23 celebrity chefs • 5 wine seminars • 4 craft beer seminars • 43 wineries • 4 premium spirits • 6 premium and craft beers • 36 restaurants Attendance for the three afternoons was over 3,000, a 23% increase over 2013's festival. PSL also indicates that there is only about a 10% crossover between those attending Fashion Week EI Paseo and the Food & Wine Festival Palm Desert. With the increase in attendance has come the challenge of providing a superior event to attract the higher demographic that typically attends food and wine festivals. Working within the existing tents has forced an experience that is crowded and too warm to enjoy the food and wine tastings. Chefs are forced to demonstrate in small areas within the tents that provide little seating for interested participants and must compete with the noise of the restaurants and wineries serving attendees. In order to enhance the festival experience that will allow the event to grow in the future, staff is recommending approval of the above funding request. All other requests within the motion are the standard authorizations required by both the City Council/Board of Directors in order to operate both events. Staff is also recommending approval of those requests. Strateqic Plan Obiective The Food & Wine Festival Palm Desert contributes to both the Economic Development and Tourism and Marketing elements of the City Envision Palm Desert Strategic Plan. Specifically, event creation contributes to: • Priority No. 3 of the Economic Development element—Create and attract entertainment and events to enhance and expand the Palm Desert economy and lifestyle; and • Priority No. 2 of the Marketing and Tourism element—Grow existing events and develop new events to enhance the desirability of Palm Desert as a year-round destination. G Uda�Ruth Ann Moore�wo�tl Gata\STAFF REPORTS�Footl d W�ne Fest�va�2075 tloc Staff Report Food &Wine Funding 2015 December 11, 2014 Page 5 of 5 Fiscal Analvsis: Fashion Week EI Paseo has become a unique, signature event for Palm Desert that is perfectly timed to encourage out of town guests to extend their visit to the City and patronize its shops, restaurants, and hotels. Spurred by the significant exposure that the City receives from its Fashion Week sponsorship via advertising, public relations, and online and direct marketing efforts, these visitors help generate the sales tax and transient occupancy tax revenues that put money into the City's general fund. Food & Wine Festival Palm Desert has grown over the last four years and attracts a different clientele than Fashion Week EI Paseo. While using the same facilities has been cost beneficial, it lacks the ability to grow the event or provide an environment conducive to the experience of food and wine tastings. Food &Wine Festival Palm Desert, with its relationship to the James Beard Foundation, has elevated its stature and attracts nationally recognized chefs. In order to continue to grow this event and continue bringing quality chefs, the facilities require expansion. Continuing to expand and enhance the experience of the Food &Wine Festival Palm Desert will also assist in creating a separate signature event apart from Fashion Week EI Paseo. Since the clientele are different from Fashion Week it opens the possibility of expanding the festival to both a different location and time of the year and therefore it contributes to the priorities of the Envision Palm Desert Strategic Plan. If the funding request for $75,000 is approved, an appropriation in this amount fr�n t � Unobligated General Funds will be required. 4 � � � Submitted By: �� � ;� , � .� r ' �;, `� V uth A n Moore � artin Alvarez -- � Eco ic Development Manager Economic Development Director , '� � � � � � �{ A o Paul S. ibson, irector of Finance Rudy costa, Assistant City Mana � � ar� CITY COUNCIL A ION � j � Approval: APPROVED DENTED RECEIVED OTHER ��>/ ro{/� ,�' �,/, fUq�!,t<uTi� MEET G D_TE � /, John . Wohlmuth, City Manager AYES: NOES: ABSENTs ABSTAIN: VERIFIED BY: Original on File with City C 's Office G:\rda\Ruth Ann Moore\word data\STAFF REPORTS\Food 8 Wine Festival 2015.doc Contract N0. C34090 Sponsorship Agreement Food & Wine Festival Palm Desert 2015 This sponsorship agreement is made between Desert Publications, Inc. d/b/a Palm Springs Life and the City of Palm Desert, USA for the exclusive purpose of defining the obligations of both parties in fulfilling the "Title Sponsorship" being purchased for Food & Wine Festival Palm Desert by The City of Palm Desert (Event.) Under this agreement, Palm Springs Life will produce Food & Wine Festival Palm Desert on March 27 - 29, 2015 and provide to the City of Palm Desert the following benefits. PREEVENT • PALM DESERT included in all in-and-out of market public relations efforts. • PALM DESERT included on all in-and-out of market print collateral. • PALM DESERT mentioned in all radio ads for Fashion Week. • PALM DESERT mentioned in all television spots for Fashion Week. • PALM DESERT will receive one full page in the EI Paseo Catalogue. • Full page 4 color ad in 2015 Fashion Week Official Program (35,000 copies.) • PALM DESERT logo/link on PalmSpringsLife.com for one year. • PALM DESERT logo on E-blasts sent our 25,000 opt-in subscribers. • PALM DESERT logo on Event ads in Palm Springs Life (19,000 per month.) • PALM DESERT logo printed on all home printed Event tickets. ON SITE • PALM DESERT has the opportunity to place a Palm Desert kiosk in the entry tent. • PALM DESERT logo on stage walls in Event tents. • PALM DESERT logo on each of the daily Event programs. • Eight (8) tickets to the Saturday and Sunday Grand Tasting. • Four (4) tickets to the James Beard Luncheon. POST EVENT AND MORE • PALM DESERT logo on full color ad in June Palm Springs Life recap • Recap 60 days after conclusion of event ONLINE ADVERTISING • Four (4) PalmSpringsLife.com creative banner packages - 50,000 impressions each. (Valid from March through December, 2015.) • Four (4) PalmSpringsLife.com monthly electronic newsletter ride-along ad, 24,000 opt-in subscribers. (Valid from March through December, 2015.) Contract No. C34090 FEE For the rights accorded a Title sponsor of Food & Wine Festival Palm Desert 2015 we require a sponsorship fee of Seventy Five Thousand Dollars ($75,000.) The fee is due in full on or before February 1, 2015. AGREED M �.1.a •.-�+.��`�-4.,,.i�`. Michael A. Mathews John Wohlmuth Community Relations & Events Director City Manager Palm Springs Life City of Palm Desert, CA Dated: December 1, 2015 Dated: �:uN���xn�•�� Nc�. r i:�c��,�� Sponsorship Agreement Fashion Week EI Paseo 2013 - 2015 Food & Wine Festival 2013 - 2015 Th�s sponsorsh+p agreement is made between pesr�rt Put�)�cat�o��s, Inc.. cJ/b/� F�al�r� Sprin��, Lrfe and the City of Palm Desert, USA for the exclus�ve purpose of defi�iing the obl�gat�ons of both part�es in fulfilling the "Title Sponsorship" being pur�hased for Fashion Week EI Paseo and Food & Wine Festival by 1 hF City of Paim Dc:sE•rt (Evc�ncs.) "*See Page 2 Under this agreement, Palm Sprrngs Life sh�ll proc�i.�ce F��sh�on �Neek �I P�s�o and Food & W�ne Feshval Palm Desert on March 16 - ��1, 201.', March 15 - :'.3, 2014 �ncl M�rch 14 - 22, 2015 and provide to the C�ty of Palm Desert tre follow�n_y bE�nefits. PREEVENT • Palm Desert included in all in-and-out of m.�rket public rE�lations efforts • PALM �ESERT included on all in-and-out of market pr�nt colla[eral. • Palm Desert mentioned in all radio ads for f=ashion Week • Palm Desert mentioned in all te(evision spots for Fashion Week • Palm Desert will receive one fuil page in thF� EI Paseo Catalogue • Full page 4 color ad in ZU12 Fashion Week Offfciai Program (35,000 copies) • PALM DESERT logo/link on FashionWeekElPaseo.com and PalmSpringsLife.com for one year, • PALM DESERT logo included in Palm Springs Life sponsored event ads and at events� i,e. Steve Chase Awards Gala Program, American Neart Associat�on, etc, • PALM DESERT logo on a minimum of four ( 3) E-blasts (�4,000 opt-in subscribers) • PALM DESERT logo on Events ads �n the September through and March issues of Palm Springs Life (z2,000 per month) • PALM DE5ERT logo/link on Events ads �n the digitai page version of Palm Springs Life sent each month to 24,000 opt-in subscribf�rs. ON SITE • PALM DESERT logo on stage walls in ma�n 1=ashion Week tent all week • PALM DESERT logo on each of the daily Events programs (10,000 copies) • Product placement opportunity in the finale fashion show gift bag (approximateiy 900 attendees) • Eight (8) reserved sponsor seats to every E•vening fashion show • Eight (8) tickets to the Saturday and Sund��y Food & Wine events • PALM DESERT logo printed on the back of z�ll Event tickets �f poss�ble POST EVENT AND MORE • PALM DESERT logo on full color ad in May f'alm Springs (.ife recap • PALM DESERT logo/link on www.shopelpasc�opalmdesert.com • Recap 60 days after conclusion of event ONLINE ADVERTISING • Four (4) PalmSpr,ngsLife.com c.reat�ve banner packages 50,OU0 �m�rtssions ea�h. (Valid from March ihrough December of e�ich year covered by thrs contraci.) . Four (4) PalmSpringsLife.com monthly electron�c newsletter r�de-a�ony ads, 24,UG0 apt-�n subscnbers. (Valid frorr� March thrc�uyh December of each yPar covered by this contract.) FEE For the rights accorded a T�tle sponsor of f�ashion Week EI Paseo and Food & Wine Festival Paim Deserl w� require a yearly s;�orisor,h�p fe�� of Seventy F�ve Thousand Dollars ($75,000) for the Events �n 1013, .?014 anci 2015. The Seventy Five Thousand Ooliar (;75,000} payment �s duE� �n full for ea�=h year on January 15, 2013, Jastuary 14, 2014 and ]anuary 13, 2015. CONTINENGIES This three (3) year sponsorship agreement w�ll cont�nue as set forth above. The City of Palm Desert and Palm Springs Life will v�ork in coordination to provide a location other than the current Larkspur locat�on s1-.ou1d such sitE� not be ava�lable in the future. Palm Springs Life will continue to produce Fashion Week EI Paseo and Palm Desert Food & Wine Festival located �n the City of Palm [)esert based upon a mutuaily agreed upon site. Should it become necessary to move the events stated above from its current location on Larkspur in Palm �esert and expenses or revenue iiabilities increase as a result of the move, Palm Springs Life has tlie right to petition the City for increased funding to manage the added financ�a� burcien. AGREED � ..� .. ,� � ,.. - -_' sf.�2c�Y -�- Michael A. Mathews Robert A. Spiegel Marketing Director Mayor Palm Sprsngs Life City of Falm Desert, CA � / -,� /ti'� Dated: [ .�ti� -�,, c l� _ Dated: � /0� �— ** This agreement wi11 continue for a three ye��r sponsorsh;p as hereinafter set forth. The City and Palm Springs Life wiii work in coordination to provide a location other than the current Larkspur location should such site nut be available in the future. Palm Springs Life will continue to prod�ce Fashion Week EI Paseo and Palm Desert Food & Wine Festival located in the City of Palm Desert for a three year period. This agreement is sub}ect to the budgeting of samE: by the City each fiscal year." CALtFORNiA Al.L-PURPOSE ACKNOWLEDGMENT sr<.rd.�2�',�SY'frc.^�f.z'f.wS?s:S'�.afs.'frvi'�-cY?Cf�'S..`�'.�'-c.�'-c,l�s,�'�y�.Y'-�Y?`S`6.Y'�.45',srn,<:�i.sr"!,i'i.,�'ti,r��'tl!v<;x'-c.<`StS.S�',s�:�,.''�'..s'� State oi Cahfom�a ) � j ��. Countyoi .._��,vc._`_. ' ' __._.— ---�-- -- , , 1 � On `�) � � !_J before mr.�, _ I� if t!`I { !�l..�c �. }\;� � 1(�.I, 1." � f � � y . , �-� . -- -�_._ { ���-1.-=--- -- l)yu i � ��1o�r b�sC�i N.imf�,�oct l�i�p,-,�mo l��n cr personally appeared _ t � I i � I(.;r, � 1 I ��.f� I � �� , ', _ _ ._ . — .—.__.. _ _ .. . .. ' Flnmofsl oi�yncrlV .._.. . who p�oved to me on the basis of satisfactory ev�dence to be the person(sJ whose riame(aJ �s/�e-subscribed to the with�n instrument and acknowledyed to me that he1�1�e/�br?y exec�lted the same in his/her/.tJ�ei�autho�ized capac�ry(�es)', and that by his/her/their signature(.�on the �nstrument the persopFs), or the entity upon behalf of wf��ch the person(s) acted, executed the �nstrument. I certify �nder PENALTY OF PERJURY under the laws MARY CARTER of the State of Californ�a that the foregomg paragraph �s COMM. �1910825 � true and �:orrect. � Notary Public California o z Riverside County � � `� _, Cornm.E iresOct.29,2014 WITNESS y� and and i al se j � l � , Signafure ,� � PIYce No1a�y Spa�Above • Slqnature ol NOtery Pu OPTlONAL - Though the information befow is not requrred by law. ,t may prove v.�fvable to pe�sons relying on ihe documen� and coufd prevenr lraudulent remova!and reattachment��t th�s loim to another document Descrlption of Attached D�cument Title or Type of Document: _•�T�f.-y ��� � �F � � ��� /�� E�E�x�]�1� � 1 i{2 r�F � Document Date� �i �.2��'t•� � � Number of Pages: _ Signer(s) Other Than Named Above: _ __ _ Capacity(ies) Claimed by Signer{s) S gners Name:� Ic.t�`�(�� ' l ����}n�a.V, Signe•'s Name: 'f�] Individual �� Ind�vidua� CJ Corporate Officer— Title(s): _ ��Corporate OKicer—Title(s): �J Partner—U Limited �J General �)Pariner—U Limited f: General [:� Attorney in Fact [:�Attorney in Fact Top ol Ihumb here Top o��hurnb here � Trustee ;J Trustee • i C' Guardian or Conservator .�Gu�irdian or Conservator + � '.� Other:_ __ r Other: _ ; � i � Signer Is Representing: I Signe �s Representing:__ _ ; � � � i - � ---- � ! �c. _ �L�z.�'�z.?x:e�:�'�L _ �.�.Z�LF�,�L�t.�.'r� 02007NeYmdNOI�ryA�oaalbn•93500�50{OAvl.POBOuc2402•Cnatswnh.CA913�3�240?•�.wxNaMonalNotary.ay nanASfl07 Reorder�CauTdbFraat-gpp.876•6827 CALIFORNIA ALL-P'URPOSE ACKfiOWLE�tiMENT 'LLSI�i.�iri{i �L'�-'�'�.+�iY�h�iCCSSCrfr�v�.�'C�iCSiCC�{Yi ��C'�.'G�4.�.Si��'\.�.'GS.L'.:i.L�.I.�.G7.L:.1.iGT.'S.�:l:- State of Cahforrnd Gounty of Riversidc U�� Avgust 16. 201'l h�toie rnc�. Lrace l,. Nei�doza. Iiotary Publ i.c . - -- --._.._ . . _ -- �-- - ' .._.---.. .- .. ....- � up,o m,r��rvrmo a rtt Tnin N Ine')'nit� n�li• persunally appe�red Rober[ A. 5pie};el - . - -- -- --•---- --�•-�- --`-- ---7.�-,i�iij'��i�,qi,�c�{:,j'- wi�o p�oved to me on thr� bas�s ot sat�stactory ev�dence to be the person(�c}.whose namoEs�a�e subscr�bed to the wjihin �n°;trum�nt anc� acknowledged to me that �h�/sf�l�ey executed the sanie i his the+r authonzed capaciry�+es), and that b hi herl#i�eir signature� on the �nstrument the person�), or the entity upon behalf o� GRACE L MENDOZA wh�ch tli� person(s� acted, executed the �nstrument. Commiss�on� 1879180 � -i Not�ry Pubi�c- Cal�fornla y I certrf �mder PENALTY OF PERJURY under the laws z Rrverside County Y My Comm. Expires Mar 2. 20t� J ot the State of Californi�i that 1he foregoing paragraph is true and corrert WI1 NESS my hand and off�c�al seal. Signaturt� ,� �i �.��� f�-- ��Y��x_ Piece Notary Seal Abo�e Si(Jnelu�B OI NOl.lry PuO�iC OPTIONAL Though the inbrmation below�s not requlr&d by law, �t may prove�aluab�e to persons�ely�ng on�he document and could p�event/raudulenf remova/and�eaffachment �l fh�s form fo anoflier document Description of Attached Document Title or Type ot Document: �Ilr}�.1����-C�L� ���� ^� Oocument Date: • �b `� t c�-. __ Number of Pages:_� _ Signer(s}Other Than iVamed Above: �_ Capaciiy(ies)Claimed by Signer(s) Signer's Name Signer's Name• LI Individual �_; Individual Ll Corporate Otticer—Title(s). _'CorE�orate Officer—Title(s): ___ l J Pariner—I J Limited L1 General ;Partner—:� L�mited �:General U Attorney in Fact :-Atto�•ney in Fact � Top o�t�umb hrre ; : �Trustee � Top o�rhumb here i f., Trustee , � ... i_ Guardian or Conservator � ".'Guardian or Conservator i � (.' Other: !-- � _Other: _ _ I I I i � Signer Is RepresentinQ: � i Signer Is Representing: _ I I - / � + - --- ' I •%t.'LZ:CL`�`C[v'-.(.'CZ`�l.'r%<•T-(.�CZ�;(`.r v'�('.,C..t•�v_;�{•i..�. , ",�'�'�'(E::,>••�..�i%�.`°'�:��.r.L°�ix-�ti�%."�'t,��• �'�C��'<ri.�'j;�:%.r',v:,;�'i:'t.. Opp07 Natbnel Nolary+lasodatlar 9350 De Sdo Avp,PO Box 2402•Chaaworth CA 9t3�3 2c02 www NaiannNoiary org I�am�5907 aeor�r Call Tox•Free�-a0P8T8 6827 � i'ALM D ES E RT PALM DESERT MARKETING COMMITTEE PRELIMINARY MINUTES Tuesday, November 18, 2014 — 2 p.m. Administrative Conference Room I. CALL TO ORDER Rolf Hoehn called the meeting to order at 2:02 p.m. II. ROLL CALL Members Present: Members Absent: Arlene Amick Kerry Graves Emily Bird-Hrivnak Franchesca Forrer Rolf Hoehn, Chair Theresa Maggio, Vice-Chair Bruce Nation Jeffrey Norman Sara O'Flynn Ray Rodriguez Diane Williams Staff/Others Present: Bob Spiegel, Council Member Rudy Acosta, Assistanf City Manager Donna Gomez, Tourism & Marketing Manager Martin A(varez, Economic Deve/opment Director Ruth Ann Moore, Economic Development Manager David Hermann, Management Analyst Jane Stanley, Recording Secretary Michael Mathews, Palm Springs Life Frank Jones, Publisher, Palm Springs Life III. ORAL COMMUNICATIONS None. PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 18, 2014 IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF AUGUST 19, 2014. Jeffrey Norman moved, by Minute Motion, to approve the minutes of the August 19, 2014, meeting as presented. Motion was seconded by Theresa Maggio and carried by 9-0-2 vote. (AYES: Bird-Hrivnak, Forrer, Maggio, Nation, Norman, O'Flynn, Rodriguez, Williams, and Hoehn; NOES: None; ABSENT: Amick and Graves.) V. CONSENT ITEMS HELD OVER None. Arlene Amick arrived at this point in the meeting. VI. NEW BUSINESS A. CONSIDERATION OF REQUEST FOR FUNDING OF 2015 FOOD & WINE PALM DESERT Ruth Ann Moore gave a brief history of the event for the new Committee members. Fashion Week started by itself in 2006 with 3 nights and has since grown to 8 nights. The 3-day Food & Wine event was added in 2010. Over the years the City has sponsored the event in varying amounts. The City's current sponsorship is $75,000 per year with a 3-year contract. 2015 is the 3`d year of that contract. Palm Springs Life has the ability to request additional funding, which is the reason they are here today. They would like to expand the Food 8� Wine event through additional tents and air conditioning system improvements. There has been preliminary discussion of expanding and breaking it out as a separate event. Ms. Moore reminded the Committee that Fashion Week is on the site at Shadow Mountain and Larkspur for the last time. The new property owners plan to break ground on their hotel project next summer. Approval was already given to move 2015 Fashion Week to the top of the parking structure at The Gardens and approval for 2016 Fashion Week will be requested from the property manager. In order to hold the event there, significant preparation needs to be made to the parking structure. Michael Mathews presented a summary report from the past four Food & Wine events. The goal of the requested enhancements is to improve the experience for attendees and to establish it as a major event for the City of Palm Desert and as a premier festival in Southern California. Mr. Mathews reiterated that "Palm Desert" is included in all ads and collateral. Fashion Week is already the largest consumer fashion week on the west coast. He then went on to describe the requested enhancements. Mr. Mathews 2 PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 18, 2014 clarified that today's request is for an additional $75,000 for 2015 Food & Wine. In response to Franchesca Forrer's questions, the largest sponsor will most likely be Lincoln and a casino. A new offering in 2015 will be a VIP ticket for heightened offerings to food and wine aficionados at a cost of $125. The regular ticket price is $90. As part of the sponsorship, tickets to VIP events will be given to the City for promotion of the events. He doesn't see how much more recognition can be given to Palm Desert, since everything they do has "Palm Desert" in it. Mr. Spiegel asked about Fashion Week. Mr. Mathews said that 2015 will be the 10'h anniversary and will be retrospective of the past designers. He went on to say that ticket sales have doubled over last year at this time, even though the designers and chefs have not been named yet. Rolf Hoehn remarked that he would like to have seen a business plan included in the $75,000 request. Expenses have been outlined yet there are still opportunities to collect monies from sponsors, and ticket sales have not been projected. He suggested a plan wherein the request is for the City to cover a shortfall in revenue so that the project can move forward. He expressed concern that they might forgo opportunities to collect from others. Mr. Mathews assured Mr. Hoehn that they would continue to push for more revenue from other sponsorships. In order to grow the festival and improve the experience they need assurance of additional funding for the enhancements. Frank Jones stated that the business plan is not a bad idea. However, plans need to be cemented now in order to continue to grow a quality event. The chefs and PR company have indicated that the improvements need to be made to take the festival to the next level. Mr. Jones offered to come back to the Committee with an alternate plan for consideration. In response to Mr. Spiegel's questions, he stated that the profit last year for both events was somewhere around $80,000. He added that the crossover in the ticket buyer was less than 10%. There are 2 different audiences and the events should be looked at as different events. Mr. Hoehn agreed and said he thought the City would benefit a great deal if the events were operated separately by date. He added that if the festival were moved into the shoulder season, the City would benefit from out-of-market visitation and it could grow more. To a certain extent Fashion Week limits and overshadows the festival and it does deserve its own free-standing position. 3 PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 18, 2014 Mr. Mathews added that he has recently discussed with Ruth Ann Moore and Donna Gomez the possibility of separating the events. They would have to start the planning from scratch because of the different requirements based upon where it will be held. He thought October or early November would be a good time to have it. Ray Rodriguez congratulated all involved for the success of Fashion Week. IYs clear the community embraces it. Concerning a food and wine event, local restaurateurs are eliminated from having a high profile and it has a limited benefit during March, which is the busiest month of the year. From his perspective, $75,000 compared to what the City has sponsored in the past is worth a try, but the bar would have to be very high next year with a lot of timely discussion. He would also expect an equal impact to the community for an equal amount from the City. Mr. Jones responded by saying that the media exposure numbers that Food & Wine have generated for the City are equal to if not greater than what Fashion Week has generated. The City's name and its image are leveraged to a greater audience outside of the area as an attractive place to come, but the experience needs to improve as the event grows. Ms. Forrer commented that in Southern California there are a lot of extraordinarily successful food and wine events during the shoulder season, so we would not want to compete with them. It is very difficult to be in a hot tent and to not hear the chef. She does like the idea of leveraging the "foodie" brand because the Valley is not looked upon as a culinary landmark. Responding to Bruce Nation's question, Mr. Jones said the air conditioning would be a recurring expense. Mr. Rodriguez appreciated Mr. Hoehn's discussion of a more businesslike approach to the scrutiny for the funding request. Measuring sticks should be vigorously considered for having the money refunded all or in part to the City. Mr. Hoehn added that this is supposed to be a partnership, and as such we should be able to work out a formula that allows for the sharing of the risk and sharing of the potential revenue. It's at the point now where they cannot commit to some things because they don't know if they're going to get sponsor revenue. His recommendation would be to work out a formula with staff that makes sure that the City does participate yet isn't exposed to the maximum risk, and accomplishes the objective of elevating the experience of the event. Theresa Maggio pointed out that she completely understands needing the $75,000 to produce a top level quality of product. She reminded the 4 PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 18, 2014 Committee about its commitment to the Envision Program in making sure that the City of Palm Desert is constantly thinking 20 years ahead. If the City doesn't support whaYs happening now with Food 8� Wine, and possibly moving to another month, then the time spent working on the Envision Program would be a waste. It's really important that the Marketing Committee look at ways that the City can partner with them. She suggested adding signage in the reception area, displaying a City video on the screen or having the interactive kiosks that were talked about where anyone can book dinners, restaurants or events in the City of Palm Desert at that time. She said that's what a true sponsorship partnership is all about, but we need to be smarter about what we're thinking and how we can work together and help promote the City together. Ray Rodriguez moved, by Minute Motion, to recommend a sponsorship in the amount of $75,000 for enhancements as noted for 2015 Food 8� Wine Palm Desert and have staff work with Pa/m Springs Life to look at a measurable process to recoup the investment as well as additional opportunities for the City within the event. Motion was seconded by Emily Bird-Hrivnak and carried by 10-0-1 vote. (AYES: Amick, Bird-Hrivnak, Forrer, Maggio, Nation, Norman, O'Flynn, Rodriguez, Williams, and Hoehn; NOES: None; ABSENT: Graves.) Mr. Jones concluded by requesting that discussion for the 2016 event be started right away because it requires a lot of planning. Ms. Gomez noted that the sponsorship request will go before the City Council for their consideration on December 11th. B. REVIEW OF DIGITAL MARKETING PROGRAM 1 ST QUARTER RESULTS Ms. Gomez stated that the Marketing Plan and Media Program are not strong until October. The report covers the slower months of the program. She then pointed out a few highlights. There is a continual increase in mobile users accessing the website. Upgrading the website to responsive/adaptive a few years back was a good investment. The "click to call" feature has been showing great results, up 30% over last year. The iPhone and iPad are the top used mobile devices. 83% of the traffic source is organic search, which we do not pay for. Top key words remain consistent: "things to do" and "restaurants." There are over 14,000 subscribers to the e-newsletter with an open rate of 24%. The Facebook page titled "Visit Palm Desert" is very active with over 20,000 followers. With Committee concurrence, the Digital Marketing 1S� Quarter Report was received and filed. 5 ab ...�. � CY V x � � _ . ��: �� � lM1��,� Yy% � 1� A� 1i�m t ` � � M7 $ ��i+. � iy9F `�"i��g� ► � ?��r�3�1 �,, s^, , 4 � � pj' ''� � �,k;. V a � o ��� k� ��� =e _ � � ._ � .� � . r� . . a � o : • � � � � • � � � o ' " �d � � � � �, o _ p � � � �"' �. � � O C�rJ � �' � � � ' '�'! � � � �d x �r ''d '"� '"" A � � O � � � ~ r �d � y � �• o �-] '� �- � o � � dA � o � . � d � � Ey � � z � � � ~• � ~� O 3 � �■.� � � ':S � .'."�' K � V - .� M � � � � ,,� �' � �..� c� y � � o � � � � z (ry � � � "; � � �""� � � � �., t�., �' � �, � Z � � � � � � C� � � � ... �, � x � � �' � O � �, � o � � � � O � Ir• � v !� � � � � � y � � � � •t"� � � �. � � ��... O i�l H O � � 0 � �1 � C'"'�'i ;� � � � rJ t"� L'�'1 � � � � � � � �• � K � � rr � � " � � �� .• �p tD � N w � � � — � , � � ,y'! � `, - �f � :� � � � + � � :.�: �: � � � � ��� ' � • � � Y � v � � � �"'S ;a .r w -_ ^ � � �� � ��� _.... ...... .. ..... � � � ��r.� `� V � � ~� � � � 1�• � � � � � � � ��a, �.��. r9v+... nx� �n y�ea am� /N '� � � `� ", � � r y�� �.i� i�� �, � � �: A + ;: �� � � � ; -. �, . �� . �� � � � � � �� t'� , � „ � P �' ��` �'� � ' � � � � �' r ai t x ,, B:, � � " . ., ._..�. . . ...._ . �e ,...,. .i m,;.,, � ¢�!�h .�e. �., .�r�F� �,�� � d� � � R��Y � � � F+ * �/� � h � � V• h O � � � � O t/ .C'^+��"�R'"�� r.„ � � � � � '�b�� � � ��"1''q,��� � " ��� � � �8d+s+���'� �:t,��4� ��.. �i�: �T1 � .. : � � � �+i� , Y �.4 y,1�,.�br�i . r—� � � p �ry�i y4"�' � � . �.Y � ;,.g�/"! •s . �.��r'� Y��7�r��; � �� �' a�, � i,���� � � � '� ='�,�J i ih�l +��� " �"' � � ;'w�� � n I '� W�6 �a �Pr T�'�54. `u°� ✓„"E� �j ' /N � � �����'�, � ne�{ �� , <�����,,. � .�. � ��,� � �iY 1 � ;G?�j .� � ^s'�'gaq " '' --r1"'� �� � ; �r �� + �. � } z � ��� � r �� ������. � � �� � o ; �_ ___ �. � � � ..... � � � N N � �� � n._ � • � _ . � � � � `f �Y �/�1 L,• ,/� p.p ~• � Y nn •a � � �t '� � ' ' � e-t � �v � , ' � � � � 2� dt� � �? � O . � o A� � j' o � � �;� �� � � � � ._ °"° ,� � ,..� � w ,�� ���� • � � y �..� �� � � � � � � ,� �� � � r x � � � � � l� - r„ ..,. � / � � �+' � � F..� � / ,,� Z � �• �ti � � d � ' � �--r � � � � � � � � (� � � t� �? (D �' � tD • Ch rf � r � �� � � � � � � � • �, � � ''d z � � � , � o � '"d 0 � � � � z � � a � � .:� � _ � � � � � � � � y � �. � . : � � � ,� x `, . �' � � Z � \ -�; , � \ 'f� ��''�'1 � � � � ��• xg � � •<3 1 ^ � • � �m � � ,Y Q � � � N � . . . ,.. .. �.. . �` �7 � � �� � � �,� � �. � - . � � � �k �, � , � �� � �, x � . ,� �. � � ���,,� _ � � � � � "'� "p' r � n t�.. C� '`' f � 0 � � _ , , � � �� � o � � � �� �. � �, � � " ;� � . ,� , cD � � � n � � p�l � � � ,� � � � � � '� r � f .,., � �- ,�� � e � � r� `; � �'• � : � � , , a� � cD � ~ -� /,�' 4.�� �a, ��� � � � � • � �� � �� � � � ,, �.� � .� � � � � � � ; �.� � _ � � vi �' � � � � � � � � _ • o � L"r'i t �. � O F-'• � � ; o � , n y ` O �; �. � � � � � � � � , o � � � � z r � "``d ,� �"'� � r �`� \�� � q: � � � O y � � � f � � � � � � � , � j � �� � ° � x , � � � �� � w z � � � �; � � � s c� ... w � � � a � � N O � � • - � - �� � � �' � � ' � � �, � � � ,; . ,������::_ , � � � � rn _ yy r•� � �j1 t � M �1 j V / w`u• 1� �(yy I r r 1� 76"^ � �� � �/� !� ' ,� �• � l7� k:_ ;3� � � y � '� ; C';r o f �..� 1�1 ' tl � � � r � l E�.� �' rxn / �. =^;; 'r � .,� , _ r�. ��� o z � f i �k' .'•'� � � d , � z � � .t.a ,..,. �� �� � � � � � � � � � � � � ; x,, � �"d :' � � N � Q ; � �. � � � Z � "' � � , -- � / Y z � �,,,� �-] . � � x ��� : � � ,, .:�� z � ����� � ,:�:> � E .� � _ �: _ � j a+'" � �a c.. � � x �+� �,� ,i . ,y}�;t.. .� ,�+ . -�,,� r .:�"�^ _�.�''�► ��°r � � �'. �, F � 5 .r�`-.. � � - �eUt � � � �-4 ,� � �_ ..;/�°' � N � �i# .� r�C v � � �.� �i. �r t� � S, . " �wr � ��. � �`� u', `� � w � ,... � � � � � � � � ek, y, �� � � . d a ,�.. �� � � t� � i� �. �, o t����:=,��� � �a � � � '� "'►'..� � �� � x � �A �;� y C*i � � �� ,� o . � � :� o � � . � � �'° , � �- - � r� C� �'� t..� � . � �:► �, ° C'� , � '����� � � ���� , ����. _ � �.� y < <, �� � � � " ��e. ,; , , �, . � �y e�� �M � 4�~"� ;.. � � ���� �, '3 1/' ",��� W t O a� r �n ��.;.,�� r � �,, � � M '� F�i � �•, �'�� � �7 �y � � � e � �. o � x � � k�'�,Pl 4 ":v,r r,c. ���:- a- �� � _. �� �����1�*f��P�i'1�d�t�'�����,'^��y�i,�I'����1� i ti � �' �'� +� t� ^`, r � I�i � ' � 4 O i �� , �� � .� � 4e. ... n° � � � z � � ,.:�-=*, - �� � ���� -�� ' �� � =� � r � � ,�.� �...� �"! �- z � � � ,� - � ���� ��� _ �v , 5 � `,��,,..«.._„�+� �� j, �, � 'i*� �,�� �� �"""., �,� � `�� �, I/ � * �_ � � � �,� . ^`l,. � ."A Wam�� n Y ��. I�.. ' �� �� �,.. � � �' ..�., � ... �,+... � �}� w W O� � �p �p tn N f� '� �d � � � � � ; � � t�*� r�n � �'�' � z r�n . � - � � � '-' � �n r*i r H y � � z z y �, - . � � � � � � � � �d � � � � � � � � � ,..y - �' �d M Fd � xJ z � y � Cri � � � . tn � y � � Q° � � � � � �, , � � �. —��„' �� � . .. �"', ,. _ , , - -- 1�1 ` # f� ' �� . � ,,. ;� M■�1 �� � � .� � � „�. __ _ ►' ._ � � , ��; � � 1, � �, �� y � � �. � . � � . - , �� � H � � _ `_ . � , � � ��.�.. .� ,�: . � , r.r.. � . � . � _� �..� s � � � � �r �,� E i � � .1 � ��J �, ;.� � � , �`�Y _ �,'� � :�./t,,._..v. � Ya ` � ` � a,1.. �..,�� � � , �4 An � � it t '. �r ' ; '�7 _.. V d � � ��, � � � `d � � O � � � � � � �� � M — � -__ ----- �5-- --i a �. R � � � J � -._ � ;r,� � �� � � 3 . �.. ^ ���(.t) � :; z ...,3� ; : , ` .K �` ..�� � �-_:. �....��:+'. �1� a �a� . �: .� � E w� � �d � _ . � V„ �� � ...�'��P" � i'....'�' � ��'_' ��K�'��E"�� � Z .:.�� \ "'�-•y �e ;�� � '�L�� � . � . � � � �;.� � ..:� ..v �, � m , � t '� � ' �f: � .� .. �� . � � � � � � 11�. � � ____- __ .__... .__._._- _ ...._..—. y � —_'____—__-- .—--.�'--�-- ---_'—_ A —�,—� p�j� .�f ry e�;{�r f T �ii'f� 3�!��[ 9� lE�G . �e����i� � s:�Fi?tj t-� � ,'��� k � y f �: [FpE. t '.� S�f� :{ i � f'y'� 3��� a�(� `��� ?�7 1�i ��.�1 t � i� .`'s� � �i � (� �T t .� � . ' { � �� � � ,�� � .. � " � � � � tf� �y�� t!t .#rt a�' j� � ;} ±� � � , � E �� r �,s��z< <<�, ,E.�r, ��� ;� �� . [ ,j- I ff kir 9 i � i . i ,�� � ,� i � .;�r i f , �E { ;��„tf f�.�E i��� (�; �3 r � �.t. `� � ti#� �a � r��� ' t � I ��� _ �fS� , � � � . � .. � � ���- � � � � �� � � � r t .P:_ ct� `i_ � �#; �� � {a i Tzi rr t;; a ,�..---- -- � $ d s� �� S �#� �� t}� S� � ���F� F. .:_#� ;� .�P� 7§� I I � �_,`�d{���� � � � �p I � �i � i t � � :�f� �Q �4. '.� i � � . , � � � �I � �� ��� � � i �� ��i ; a t -es a t[ ��7 v � e 6- C 7 Qa t.t;� e��:� � .r_.+��` o ; � � � "; �`�,� x�, P �Z ?f` d.�i' ii P� €.. �.l�.i'� �;� N � �� � . �^ �1 : I' k F ' � � , � � .i ,E �� I IY�.',p � .�.�i�'!iG . ��It' � �'6 '�t�YM��i� f.11Fs:. ���' 17� � � 1F — � � '-- � r � � P - � � � � , � r � �� 4 , �,� - m ,: � , .� . � , . ,� � - .., l c"' M � � M Q h7 � � • Z � � � � GC1 � O ' �' � x � � � � _ � M � � � �n . � � � r__________ ------- � -- � � ; 1 = � �.; ,u'�,1'� ; .�� � t+-r► _ `�� � ��f � � � �� � - _ ,.,� '" �.� _�;1 = �- � � `� � � ° -- - - � ''" � , �.-r_ � � r.. � � - 'N �� (y�'H i `�u � 9 ���,�yyy � �2 2.C C � �+t i'— � 1 Z ,9a',yY".�i � ;��� _o�. � - � � � : y � =;��3 �,; r� . � � �, 1�■� ' GrsPT ?O� 'I .� � _ p � �s'^sw , ��a � � _� � 3�p N i '��'7g s�eg s�,; t i -:�_vi ss3. o�s'��o?� � ;=p g o ��=;gC aTy9 ���� -����d;8 � �_.r � 9 ;X $n 3 � � --'��9� � � ,-- O ______ � r ���� ; s�-:�� 3s� ���� � 3z� ��_� � r ��� � ��� � ��� ��x�� = � 5�:� � � ?R� � z�_ �� ��,� ;_ > -� � ��� �3 � ;�. �:,� � �` � � � a� � _ , � � � .� s- �S e.:�� 3-��� E i��� �(�7 �`�� p:?,� �z�-:� � � �� � �i�� �3 0� e;-� g t r v z��6 s�`� ��.:! � i � t. ` � �' g �� e ��Z ��4� a G �3 � n� � S � �� � �� � �� � �; $ � � � > c� � �� � I � � `< � � i M � �_ i v � � co � z d �� • � � � ��::�: s � � �� �� o ' M �� : � - . ; x � � y, � y � Cri '-' � r ----------- - . � x .:. � � � ; � � . � _ �� �.. �,,� o ��� � a�� �', �� �� � � � � � ��� � ��� � �. � . � � � � �a � � �� g � �^ >`� �;�* y o._t � � '�K� � �� � �— � �{- ,;s�i�, � _ �H 4= t r �� � � ' p}r �� � i�L _, '�� M� � �r.C: Y � �n� , . _ .� � M .- ' �:� =�I '�1� r� � m �� � �� ',!w z ` �� o r's ' ~ � .. �_ � . . <..:y • 3 j ' � : � 'Y� '� __ _—_ -—_' —_ mS i — � I si 3 ,�3 �a n$,� 'a3 $c? a ti �. q�Q . . � . 5q�p�p . ��lO �',r.�j 4 . � .�� � ��� � W � .Ye � � ���s�' s A w � 3 ��£'�r,��n '�. ' �. O __________ __ _____ _ � r �af .� 4���#� A��°. �a� �-�.� �N,.� �' � � � =g e z � �s�� � �;� � � ���' �p i 8�y� �:3 ��A� � � `�f���9 � � � $§ G 4 ��• 3Y£� b P "� �� � �.�.i C.y _� i`i t�c� � � � £ G � YW § � � 2B'�¢ $ �'� e��A� "E �'2'Y �,:.�...�� ,G� ��.�'�e �S �# # g g ' ac.a #� � �,39�$ `€L ���� � ��t ��s. z �� � 3 { � g 9�� �� � � c � � .� � Z � �o � ;�� � ^� '� t. :' . T FF� �r �3 � �g �� � �� u' . s � � � � � r .� � � � , � . r , , � �� - , � <<. � � H _� � � -� � � � L7 � r � O � d � � v d � � x � � + � � � � � c'�n O � � � c„ O Z � v � . s ,...., C� � � � oN � o o � �" � y � - M x � t� � � r - a � � � � F � T --_._.._ � � ... � �s _ y � - N � � N O ::����..�:•'� � � �. A � � �-.. i__ ��� � � � � � ��-. � � � �' � � �. � � � � � � z � � � � �..� � � �— c� _ _� � 4 _ ., o -- r - •- � _ ' � r �� � � H M �d � r � � W � g � � � � b � � b M � � C �' � � � � � � a�a � � °o � - . � � � � �� n � � N � � °r' +�► _ � a � � � a� Q,, w �' �' � � GO r+ cn �l, ,_,, ►s ' ►�e G � n � � y � � � � � A • r� � O C r�r � (� a � �D °� o � O � a � � � � � � � «� `� N d � �. �• � x �� � �• .-� � '"' y � � � � � � � b � � cD ,� �+ w cc cD o � �. v� `c �. (�o tCn � � V? �' A� � � � � � � °o � cD . � • � � K • � . � _ � _ � � - --- --� _ ,,� � ? .� 1 _. � � D � � � � z y �� O � �w : k � � � � � � � � T 7' h y ti. � O b � ,�� O � j � f � O A N b il � . . :���..�� � � � � o � , m � • '� °c q � � � i � �, �' � � . ' 9 �r "' �*+� � O � g 3 � v � : 3� S�t � ..., . � � � • » a " � � � y G tl • � N � F . a m� N � . ����������,�,���� ;� � � r � �; o � .°1w 4 O • a N 3 � � Q � ..r':'. ry 4.. . • v � Q � ,,, m �w , � � � a ' �;�_ , � 1••, a ,�� ,>' " i p �._, i � ; q• fJ� " o f �6 i �'� 'a i j � --�._ _ � M �/ � a T � � `i � F � � "^ + 3 • O � �E Y ; �3 e �£ �r: ��'��, � n. 3 7 °+< � ��. a,�' " 8'4 x z=- x ,.�� o � « 'H t,��� Y�n H i�.:� m�R N :d a s' �s' (p�).� � 4 � o' `S�d� ) e • "'`�' � � • _� 3�A O ��� s� u f 'p �,�.�� � � � � M v ~3 ' 1 ` � .���� _o� . --------_- � �,.� �` ;�z r _ ��,�-- _'"' -_.__'_'_----J � � N f`�� �� . . . . _ . _ .. � - . .. . � � Y'i O � r . O �/{ � . M � � - er H � � � z � _ � M -��,y,; � , $; 3 �s� �i� tt_ R --� u��4 C3m y�■i� �'SFr 3 R'�rn r■� � � _2� .�� r� ;' ��t�Qc''.;.r�)� ° > s � �� � i�� a � . �=+�� :� a �� t- iF $E zs ■ :� S_ = E { ". E .�� ..E � i .�J; 3. E.- j - n -- - � � �;.e s 4 _ .. �q� y e a ; � _ -. ..� �Q�l ' % €Y�� '�� • 6��'� �v _ = i y i `i 3 4 i�'�"`,es` =:j .:: � z '"„„; [ ;-3� -r— � ��; z _ � _3� � � �� . � : : � ; : �a � � � .� � �z � i F �£ m� i __ � �t N� � r; 3 j ; �, ,. p� � 3 e m� ��j-� So �� -�� - � ; �j ��, ��:1^R i :�° 53 �� 0 0 � o , � J A , }Z�F t ,Zt � �R a�@ n i�� a�a � i �'e ` � . � �� . i� g� _ t �l '�, 9 s a.. fj)1 �, �' � T (I 7J . _e - tf �l yS� �i� `��� i s c.' ^� �I��� � [, �•L1� �€ ' ���� � � F .< . ��� � � i � � ��� � �i i _. ��� . - � �.� �1� � �. : se I ^ o o � ` � ' .;,3 � 1'� 'ta ? � � . � � i � �:��.: S nr-�'� t: � X �}Ay� X - � � � _ . 4-,� �r5E - � '�'"�l � s ' � X L�� �? ` i :.; �� r� �a ' 1 I _ _ ��`e� �r E X �—f=:�. j � � - � �� _� � � e �� � _ _ = E � a i.. � � /v i-i, ' � �' �� � � � - } � gi, . � --' ��i �a - � � �� �4€' f.� � di's 5`'. ' __ � - �� g.g_ �1� � � L . 9� � � � � ��} ',�,� , � ° , -L �� � �_� . � ,��"�. t a _ + � � . � �� : � � - � ►L � � � ; � _ {� __ � .� � � N � R �� ` � � � t O �'�� ' s:� � � ��`� 3 'ti � nr��`��� wfis: z � '�� � xP,� � : .�5<<.}"2'.,: .' .� ''� �,_F�B�A�,- . � . . ':... s � � a � � � ry � � a � b � � < �. # � � � �/1 �P. � � .. hy � tJ! ����:s�:� � � ��.� �� �rf=a � �m . � � �s� 3 m m �� P � __ — � �/�w � �� e a�a$ &�w � ' , ^ � 1�� ;=9q � ° e � � ` 1 , `. �pa�$ �$ ". `; �� � ° \ �C � � � Z � � p � r,, � ��, =a � ,� , m �, ' �IPR6 ¢ dv�� _ ' N � ��� ..� � +' -�;Sa � E' N -;, �, �. ''� �" 3�gE � � � �� y� �� �n O 4 � +R�� , ��' ����'_ �1� p �+ � 5mm�'3a ��.�yp.1 qp N� � O ~ 9 � s6e • ;. o" 4' z �y' o �a � 3 d f.3 Td. E w ll3 . y :iq 3 �"s � 4.33->�M � s ;`��s �. '.� ^i .,� � � S�n ��T�i m • _ �^ p � r.. � m � 3 ° c�O S ��a�.a £ ��y,. Z :... �"-° 3� i g Y♦ S , a 3 A �. _ 3v' '� N � � �A° �d R a t 'o � "._ �� t — �` � �� � �, ' 0 6 3 _.____ ... . . . _ { 'g '� a �,�� j l _� Z � � x �r 4i., �3 p^ � 2 0._ 3 m v � � � '� C � im ����. ro,.,8- imo � 3a z � ��d�fP�� d �_�'s�_T3om�a.�� o-' -i �p'��� $� �.S a^ °`�� o y 3;i� � t � 3 �;��s�.�sm 6�_ a�o �P_m�'S � ; � �e o c.�o=E a 9 '0 � " �'�8 _ 3 �� : ;�a���3 �= o � ; ^ €Son . , � . � ��� _ z __ ____ _____ _ _. _____ ____ _____________ � � _ ���� � :� ��u., �.��.= , � �� I .� J O � � W .�i� '��i o • - � r � i � � Q �,,� - �r H � x ro � M _ H t7'y � � M > � �� '�'1 n � T �� � � � ^^ � ''" . z � O o � � "' ! i Z � , � I � , m� A � � - -� � - 3 � � n b �� � � ; � a � � � � i � � � � � � E: i � r- �, � A A y � '' m � � 7� � � � � v � f] y T .� � � y 4 � a � y ° � � � a � � 7 � � � � �7'1 +n O q O 7 � � '-3 t`� /�� — y A � • � � � � � � � y � T � o Q a : • � �...� N �4 � � � � ` �:. � � 1�.... __.__<._a. _,....�......,_.. __.>.__..___.,_....__.�_______.., � �:.... �, . .� i� - ��. ....... �, .' ;Y. r ..( t ''s�� � '�� , .,� / ,'p� .. 4 . � ,�.� ��, .14 R�, :-1r�<.. ,��a= � -�'_ ��. . � `A Q° 't7 � � x � ,�,� • M C � � a l, , � ~ b ''' r � w M � t�i� u. � � �� �. M a,� � ----��_� _.,�_ — -- ------, � . , � :� � ; � � � _ �;�,� �. --_ � °� "T� �1 > � I r O � � I z .� } , �� � � � � y � . . : � I a � m �fir O �� 3 ' �`. 1 � � fi ' � �� ,� C: � � w � i ; ,� ,� � N . � i = ; ��► � I H � �� _ � �"�� � E I ° � 0 0 � a b � 'm I ' ° � � s 1 ° �i � a.'� ..� $ 'a � �� ��-:.r. � � � � � ° ' �� � � e . . �. � _ : F � o � � � � � � ,�� k � - a � � � • ��• . ^� � � - � � �� ��� � Z � � � = � a � �Y .r,#����,, , � ti � � �!� � ' p � � '� �,r.i� ,.�..� � i ; �` � j �. w �, � f r r � � f _ " �'� �' ��: r �„�» � � � Y � ,n � . ,� ° r , � „ _ . � ..�� � - ----- -- ��_�:� '�' r`� _ ,i i f �_:_ � �: ! ( _E �� � y . ;; � �., ` � �,�,.' " `�'* � — "�`��' 2 �,: ,'� � } ¢ 6-;a .. � w�d���. � x� ,,' �, �k �. :� � , , ,� � � oa , " � ,� � � tn N x � N N C � - � O � � � � � o � � � � ' i � � � z � � � r � �y � � � z � � � z �' d z � � _ � bd � � y b � � d ny _ ___ ----- - _-- ------ ___ _--- � _-- --- ---- __ _____ � ! --.. ----- ''d � - � � ��� �d �� � 3 0� � D �? " m c' � q �;� . 3� ° C '° �� � � � . G � E 5 '� � ^' � f � ~ . � = w � £ m � � I r�� � ((��yy�•�• �A q _ � ��;:; .�, � � ' ' � � m � a c, � � � _ c'�' C O ] ��� G o 7 ia S � �"'� ; ' N y � � I w° E � � � , I `s °- b � + ' � � � � � � , T , \, r � : �_ .r -�- , � � � � o qs o o ao�G' � ~ o �°, e �. � � r'o� v I N o� � � o -� ,� r�� �� • � i � O c � � e' � ' ` ! �o � g 3 n �a ��, ' ! � oy �' o ' r �� r � i � i v � o '" � w. � a, ' � � R 'n"b � q n n ` '1� 1� . �� i � _ u 9 _ ' i '3 a T � ' C � . o r, � � �o � b � _ � . ' ': a � � zm � � � : = E a M y�a � � � � - A � o o� ; w;. u+ n. -F A m � � B r = � � $ � � �6` � s � � " ,� � � �=c � 3 M F ' - s � 3 -� . � o , . - w `._ �_ 1_.' �"�� — ---------- �.�. :. , , Q� ___-- .� i �_ ��i :w '� a � R�f l'�" _ •�� � � K� n �,,«. �►' N �`. 4 � Y � , ����� .'..�..•A .. :�'� � � � V x � � a � � � � o � d � ,•� � W L� t7 � � � a �' � �+' � `° ,�" LV � � � _ o,: � � � � � � a o O � � � a�a � � � � W c� �+ a �' N � �-' a (� � � � . vi a °� � x � �' ''� a � � � O � "„ r, � � �o N �, ,� � Q � .� rr � a � � � a�a � � �d a � F „�� �. ¢..'.. �� ,y � b " o a aa �� a d � � �a � m K fi :x ��' �W � {; �tl� w � N �" � �� � - ��� � ,� � �` �� � � • �R .���� � � \ "�. t� .P �i� . \/i � I ! � � � � ��•� ; `' � ����� , . ,i 4 � � _ a.;� A � � ' '"'. .< , ` li I° � �� � ,. �� _-, � � . _ $ � a te� • �-�� I�93 -. � 'a:. ��� « � � ,� � � tY 1 g'.: � 8��" �Z `�'� �� .�' ���` - � �����w" '� �'�" �` �� Y� . . F � a � �'�' , �; �.r, 9'� v '` _�IA ; y � ''�.. � �.� , #�T � \ . ,-�. y z. �� ' �� � � ,_ t_ `;�� r, �� ' � �. � ; �;� �: , � � � ��, ��p �..� � i �-= � r P �/� f�,,�` 4 � ` �s: �/t �„�,.,�.. 's� �.� 'am°`.^ f' �Fd{��a � �� " i � �.� � �' y ` �. �.�.�'� "" ? �� � a ;�` � � ;;i � r � � , �� � � � a.. �,,� � x _ .. � � „" � W , �: �. � '- �-_, - � , � � - - - t 1 ,��5:4S _ ..�:.w ` i.n � _ � T i _ .r_.�..w ..::nA� � . r t�� �!'� �•�'•��� ' �tyw., � \' �� �``� ,i�. �� �� �I� $L�� � 1 ._ .. � I �� . � .. + �.e -.. � ,�',,. � t �.. � M a v ��,'. `."...-.....„ '. ' .� . � � �'� � . . . .. '-"-, , _. :�,�,r ; � �. � i!!'"": � � � � � � ' � � � � � � � y ; . � � r" � � ' r'' . � � � , � � � � �' ' Co � � � ' � � � � H ' �' � � � � � � � � � ; 0 � z � , z � - � , � � , , � � , ' O t�n c� � o � � C� r � � � � � r � � � � � i- �1z , _ � � � � ��IIIINI y � ' � � G � V th `n ' '"'' v, � � � ' 0 4 � , � � � � r � M � � � � � � � � , J � �` � � O (� � � c� � � �o � � � � o � � � � � z � LV Z r � V � ��'�� r � � � �' a � � z � O' � � z � M z C� � � Q ~ � Q� � � � � � i � � � � � � � � � �;„. � y � � • � Q � � y � � � '� ; r' = � O , � - � , � r ' '� � m C � t� '; � " � � � � � ,; �.x... �"'� r ; � ,� i�i�j' S O � _ `� � , r, ��r I � � � � — k � l� z � ,� O ; � � � , � � � � � �' ' 4'� `� .��.a � � r' ' �d � � �i r � � O q��., x , :� � � r� x , � � +� �... �� ' � �� .�,� Cri 1 �_ ��. � ' (�7 � � � ,� � � r � .,,.� � � r � �d � , � � x � , ~ � x � M ° ; � ���������� � � � z �:.�.w,..,�a ] .. , z Z a , �, ; � r � � � � �� .. � � � � � � � � � �. ., - �'.[ � . _ . - . . � . . . ~ w � � � W w � ~ ~ � w � �� � � G1 � 0 41 4] �l p• � � �* �J7 1 � \ o \ \ o \ � o � � Q �o � �'J � - `, � ''�'i �"� � O � �' � �' r y � � n � � C7 � � O � z � � � � � r' � � ��-3 � m � � � � � � - r d � x �, x d � x �' � z ° � � zz � �, �' � �, c � � � � � � � � y � z ° o M �' � ' � r � � � n � � � � � � � x � � v � � r z '-�� � � r � F"� � � ►aC � � � O � z � � � � � � � z th , .. � � � - : � �a _ _ _ _ _ _ _ _ _ _ _� ,� C� 0 0 � N 0 0 � _ �� � _ _ _ _ � _ _ _ _ _ _ _ ,� 4� . .� tn �r �r o ,� � � � � o �� �l v �C M � � � � � x '��l� M �H V W � � � • - � O � i � �� � � � � � � � � �� � � �� � � � � � � � O � � � � O � � � � � � � � � � � o a � � ,-� � � � � � r� � � � � , . �. � � M , . � � . � . � � ' ' ` � � � � ' ~ � � � � _ � � � � � � _ � � � ' � � � � � � � � � 1 1 � � 1 � 1 '�' � O � 1 1 1 � � � •• � � �� � � � � � � � � � � � � 1 1 � { � 1 1 � 1 1 � � � � � � 'ry � 1 1 � y � O 1 , � � 1 � � � � ` M 1 1 � � ; �d ; z � , � d `"''J ' �„� ' � � � � , O ' z � , , � , � , r � � � � � W � n� , , .. � N � � ^. � l ���` r�.?;f. � .�'y-:'.���� , ��,h"` a �A� ,:.:.�?S^r � � � � � . � � � �M . . � ; �._ - � � � m � < • rt � i � _—..— .- .:..� :._.__. . .. ... - . � � . � x r + �, � � � . � � v � • �■�,�, x � � t�"t � r�n z • � __ �v �, r� ...� r � n� ,� _ . , .;rsi+"., ?� , . � , ;,�..._.:,.:��.�..,_,._... _ _. - � Ji , "* w" ' '- ,.�., , , ' � .�!� y "� �.� _� �'k ,., .w. n.� �, ��. �. _� � � C � w:�...� ' � � k n . r w. ... . � di,. .... A` . � , . � ' x'�� y � �� � M1� '/ '.aI M , �_ �"`'v`.'�,,:. � . . ' ,=''� .. . ..�1._.. .,. , � . . •sl i i�S► "�� "'��' ♦i�tl'�..._ . .. ' ..,.wr.�,. i� � � � u � �':�,,tr�. r �,�y!� � _. . ���,�,, � .���:� � EL PASEO� ry �� �� .. .. , _- � `i"7��"'S-,:'—;.�' -r'���-�`id�..'�t,`j"y�T��� :s� � � .__..._ � � � � ' ^'� °. �.,,.,.w.,_...�.w e -���� � ._� �� �� - �� ��� . ;�..:�_�. . `. F � _ - � .� _ ��: . ` lOSED , v �, /� : . . .._._.._ � _� 'Y "Y { . ... T� , e' . THRU TRAFFlC . ` . ^,,.:....�..,_ , : � � ...,�._.,.. __..e... __..,_. �� y .. � �� �" �a. ' 1 ' Y� . �� ,� . . . , . . , . ,,,,— . __ _. � ��„ . _� - ' � . ��:� S . . - ,,j � � � :�Y i ., � ; 3 N ' , , � ° Y � .. � `a � y� e r�uu, 9Yy YI �'y.... !� j h�. � - �� �"hv j1�Mr'F� � � ' . `,����`�.i � J ,.. � f � � �xA:. , ROAD � __...��._._... , � `°,� � CLOSED � ,•�° �,.' ' �� 4;. .y �' - �... "+`a .«� � a . • <'� �,.. �, 3 ..-. .Y,. .:v . �+ .u.._... _.. ..�.:. ... ...��..,...>.. _ �, ,ir w,.._. fi � � °;:.� *,�n..� o W�, ° ��„��,R �"�;„�,� c�. , � +�� ;,. � , �� �' �� T'� � ROAD CLOSURE LIMITS �� . _CLOSED FRQM . _ : 5 ,P M TO 1�0 PfM - FOR D�RATf�N OF EVENT ,�-.�,',� �,�.�� .�,.,�� SHADOW MOUNTAIN ROAD - CLOSED ____. ._ _ t --� _ - -,.—_ _ .: NORiH ; �—� W ` , , '; NOT TO SCALE_, �.. 3/z/Zo» LARKSPUR AVENUE ROAD CLOSURE Nrs DATE: SCALE: FOR FASHION WEEK EVENT DRAWING N0. MSD BY DEPARTMENT OF PUBLIC WORKS CITY OF PALM DESERT 'I OF 'I