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HomeMy WebLinkAboutMarketing Cmte - 12-17-2013 �� � � � t'ALM D ES E iZT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, December 17, 2013 — 2 p.m. Administrative Conference Room I. CALL TO ORDER Sara O'Flynn called the meeting to order at 2:03 p.m. II. ROLL CALL Members Present: Members Absent: Sara O'Flynn, Chair Tim Snyder Theresa Maggio, Vice-Chair CITY COUNCILACTION Arlene Amick APPROVFD R���:�1�'9) _ Rolf Hoehn RCCTiVEll � �� �� ��'���t::tZ _�.�—__ Emily Bird-Hrivnak _ ___ _ Stephanie Loog MF.�:T[NG DATE �� � ��-��Cl�-- Jeffrey Norman AYEs: �� � >>� � �' �eL,_��.w��___ Diane Williams NOEs: �t��- �__._______�___.__ Marlane Wolf A13SENT: ��1���N _ __ ___ ARSTAIN: I•��.��- ��______------ Staff/Others Present: VF.RIFiF.D 13Y:_ � � �� _.__.________ Jan Harnik, Council Member Original on Eile with City C�c���.`s t ���cc Donna Gomez, Tourism & Marketing Manager Martin Alvarez, Economic Development Director Ruth Ann Moore, Economic Development Manager David Hermann, Management Analyst Jane Stanley, Recording Secretary III. ORAL COMMUNICATIONS Jane Stanley, Recording Secretary, explained a new provision of the Brown Act relating to Committee votes, which will be effective January 1, 2014. IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF NOVEMBER 19, 2013. Theresa Maggio moved, by Minute Motion, to approve the minutes of the November 19, 2013, meeting as presented. Motion was seconded by Arlene Amick and carried by 9-0- 1 vote, with Amick, Bird-Hrivnak, Hoehn, Loog, Maggio, Norman, Williams, Wolf, and O'Flynn voting AYE, and Tim Snyder absent. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE DECEMBER 17, 2013 V. CONSENT ITEMS HELD OVER None VI. NEW BUSINESS None VII. CONTINUED BUSINESS A. PRESENTATION OF HORIZON MAGAZINE COMMITMENT (Continued from the meeting of November 19, 2013.) Donna Gomez explained that the Horizon Travel Magazine opportunity came up befinreen Marketing Committee meetings. A last-minute decision needed to be made to take advantage of the opportunity. Funds set aside for co-ops with the CVB were available and the City Manager approved the expenditure of just under $10,000. JNS reviewed the offer and felt it was very beneficial and worthwhile. They had previously encouraged the CVB to participate. The opportunity included a full-page ad in their magazine and an insert into the Wall Street Joumal on November 8th. 400,000 copies were distributed in all the major markets. Additionally, there were 240 5-second spots on the ABC digital billboard in New York during Black Friday week and an ad on HorizonTravelMag.com. Theresa Maggio asked whether there was any increased traffic on the website. Ms. Gomez responded that she has asked OMA to report on that. With Committee concurrence the Horizon Travel Magazine commitment was received and filed. B. PRESENTATION OF GREATER PALM SPRINGS MEDIA PLAN AND TRAVEL ZOO CAMPAIGN (Continued from the meeting of November 19, 2013.) Ms. Gomez attended the CVB's marketing committee meeting that included all the Valley cities wherein they presented their media plan for the next 12-18 months. The long-awaited program is thorough, diverse, and balanced. It includes print ads, relationships with the airlines, larger national publications, and lifestyle publications. Specific market segments that will be targeted include golf, tennis, and wedding. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE DECEMBER 17, 2013 Rolf Hoehn further explained that the golf program is different from what they have done before, and the tennis program is modeled after the golf program, keying in on related events and using the appropriate media to reach the respective markets. Ms. Gomez pointed out that the CVB passed a 1% increase in a tourism and marketing assessment and will be annually collecting another $3M specifically for marketing efforts. The marketing program is based solely on their budget alone. In the past the CVB depended on cities to participate in co-ops for marketing dollars. That is why funds became available for the Horizon Trave/ Magazine opportunity. Further, discounted rates will now be available for magazines the CVB will be advertising in. Ms. Bird-Hrivnak remarked that their message will be cleaner and there will be good opportunities to buy into some publications that otherwise would not be affordable. Ms. Gomez went on to say that there is also a strong digital component. Television ads in Canada are sponsorship of weather reports. The CVB also uses JNS, so there will not be a lot of duplication and their program will complement Palm Desert's. The CVB had asked the Valley cities for their marketing plans before developing this one. Responding to Mr. Norman's question, Ms. Gomez conveyed that the CVB ads are for the `Greater Palm Springs' and include links to each city's website. Mr. Hoehn commented that the CVB website has been redesigned to link to specific terms and attractions. He noted that they were able to get a lot of television spots for the money invested. Ms. Gomez added that with cable television stations specific demographic areas can be targeted. Ms. Bird-Hrivnak thanked Ms. Gomez for bringing the Media Plan to the Committee as it will be very helpful in planning and will be a win for all. Ms. Gomez added that she had attended the annual CVB Outlook program. An amazing and clever demonstration by an orchestra leader compared the Valley communities to an orchestra. By working as a team, everyone is successful and will make beautiful music together. Mr. Norman commented that work needs to be done in getting people from the west end of the Valley to travel eastward. Ms. O'Flynn agreed and said that a valley shuttle has been discussed in the long-term goals for Envision Palm Desert. 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE DECEMBER 17, 2013 With Committee concurrence the Greater Palm Springs Media Plan was received and filed. C. PRESENTATION OF RESULTS OF DINE OUT PALM DESERT (Continued from the meeting of November 19, 2013.) Referring to the memo in the packet, Ms. Gomez reminded the Committee that this was the 5th time the promotion has been done. There has been some success, but she feels it is getting a little tired. Staff struggles every year in recruiting restaurants. Staff met early in the year with a group of restaurateurs to find out what could be done to get them to participate. They had decided that they wanted to create their own offer instead of the standard 20% off. Information from the City finance department indicates that restaurants are doing much better than they were at the beginning of the program. She feels it is time to look at a more effective and efficient way to utilize the program funds; perhaps another type of promotion. Ms. Gomez would like the Committee's endorsement to look at other ideas and concepts for next year. Ms. O'Flynn conveyed that there are 3 things the program was trying to do; keep it easy, streamlined, and track the results. From the report it appears progress has been made since 2010. Ms. Amick pointed out that if the program is restructured, perhaps it could be associated with First Weekend. Restaurants currently are not part of First Weekend. Ms. Gomez went on to say that it doesn't have to be limited to restaurants. The budget is small at $15,000, but allows an opportunity to look at new ideas. The final decision will come before the Committee during the budget process. Mr. Hoehn commented that only 15 of the 40 participants responded to the survey afterwards. It either shows a lack of interest or they felt a response was not necessary. Ms. Gomez responded by saying that the recruiting process involves several letters and phone calls, which is very labor intensive. Ruth Ann Moore said the biggest challenge is to get restaurants to participate. 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE DECEMBER 17, 2013 Ms. Maggio suggested that if there was an ad in The Desert Sun regarding a discount during First Weekend, many more restaurants would participate. Sara O'Flynn moved, by Minute Motion, to support staff recommendation of re- evaluating the Dine Out Palm Desert program. Motion was seconded by Rolf Hoehn and carried by 9-0-1 vote, with Amick, Bird-Hrivnak, Hoehn, Loog, Maggio, Norman, Williams, Wolf, and O'Flynn voting AYE, and Tim Snyder absent. A. OMA MONTHLY REPORT (Continued from the meeting of November 19, 2013.) Ms. Gomez referred to the report in the packet, which indicates some great successes. The numbers that are going down are the time visitors spend on the site. It may indicate that the site is more efficient and people are getting information faster. The advertising program just started in October. Activity on mobile devices has exploded. The program is moving along and looking good with some great results. With Committee concurrence the OMA October 2013 report was received and filed. VIII. OLD BUSINESS None IX. REPORTS FROM CITY COUNCIL LIAISONS Councilmember Jan Harnik related that there has been a big reaction to the recent article in the Wall Street Journal about going to Palm Springs to die. She has asked the City Manager if there should be a response. Upon the advice of Jeffrey Norman, she and several friends saw the performance of the Million Dollar Quartet at the McCallum Theatre and thought it was remarkable and amazing. The City Council approved a tax deal for the Larkspur hotel project. Ruth Ann Moore clarified that it will be part of the Marriott Autograph Collection, which are high caliber boutique hotels independently owned and operated. They will be tied into the Marriott reservation system, allowing a unique offer for Marriott around the world. Ms. Bird-Hrivnak added that the Autograph Collection is growing quickly as an intriguing brand. 5 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE DECEMBER 17, 2013 Ms. O'Flynn stated that she is concerned about where Fashion Week will go, but is also excited about the hotel project. Mr. Norman pointed out that Mrs. Harnik was the audience favorite at her "Dancing With the Desert Stars" performance on November 22"d Mrs. Harnik reported that the City Council also approved the sponsorship of the "Desert Birds of the Outback" exhibit at The Livin�q Desert. This item was brought before the Committee at the November 19t meeting. X. REPORTS AND REMARKS A. Chair Sara O'Flynn thanked everyone for their involvement with The Gardens' Renovation Celebration. The center needed this "shot in the arm." Sales are up; in some cases double digits. The past 2 Saturdays' "Playtime With Santa" events were fantastic. This Saturday the "Playtime With Santa" will be for pets. With a $10 donation owners can get a photo of their pet with Santa. B. Committee Members Rolf Hoehn reported that the ongoing Tennis Garden project is currently being completely repaved. The entire project would normally take 2 years but it will be completed in 10 months. Ticket sales are going gangbusters. Weekend tickets are atmost sold out. The last CVB Executive Board meeting addressed the Wall Street Journal article. Scott White, CVB President, noted that this is an example of the work that needs to be done to change the image of the Coachella Valley. As far as the Palm Springs airport, November passenger numbers were down, in part because American Airlines delayed their winter service to Chicago. Still, numbers for the whole year are up 1-1/2% Ms. Maggio thanked everyone for their support of the Bighorn Behind A Miracle event, where 1,100 people attended. Jeffrey Norman was encouraged by the participation in the Dance Festival. January 10th begins 100 straight evenings of performances at the McCallum Theatre. Arlene Amick noted that the December 6th Art Walk had less participants, perhaps because of the colder weather, although 250 people came to the Galen that night. The Museum will have a 5-K fundraiser January 4th. Diane Williams made note of the fact that homebuyers are not taking a break from purchasing homes. A play on words regarding the Wall Street 6 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE DECEMBER 17, 2013 Jouma/ article: You can die early in the cold or late in Palm Desert in the warmth and luxury that it has to offer. And, we are going to the desert to enjoy life until we die. C. Staff Ruth Ann Moore reported that Bouchee Deli is open in the Palms to Pines center, and the Escada building has been leased. Saxony Realty will be the lead sponsor for 2014 Fashion Week. H&M has announced that they will come to Westfield Mall. Ms. Gomez passed around the November Alaska Airlines containing a 22- page spread entitled "Exploring the Coachella Valley." Their December article entitled "The Fantasy 18" featured a golf hole at Desert Willow. Some co-op advertising will be done with Desert Willow to get them into new markets. They and the City have partnered to have a booth at the PNB Paribas Open. Ms. O'Flynn offered to assist with staffing. When the Envision Palm Desert Strategic Plan is finalized, Ms. Gomez looks forward to sharing it with the Marketing Committee. Its Tourism and Marketing task force came up with some great ideas and exciting concepts. Ms. Gomez congratulated Jan Harnik for her support and great job as Mayor the past year. XI. INFORMATIONAL ITEMS B. Visitor Center Report Referring to the report, Ms. O'Flynn noted that Twitter and Facebook numbers are way up, and overall a wonderful report. With Committee concurrence the Visitor Center Report was received and filed. XII. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 3:05 p.m. �������r,�e�z Ja e Stanley, Recor ng Secretary 7