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
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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
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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.
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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 ' �;,
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uth A n Moore � artin Alvarez -- �
Eco ic Development Manager Economic Development Director , '�
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� � �
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Paul S. ibson, irector of Finance Rudy costa, Assistant City Mana � �
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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
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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
�
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Dated: [ .�ti� -�,, c l� _ Dated: � /0�
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** 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."
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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
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_CLOSED FRQM
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- CLOSED
____.
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NORiH
; �—� W ` , , '; NOT TO SCALE_,
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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