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HomeMy WebLinkAboutDWGR - 10-4-2014 WE-U Benefit Concert CITY OF PALM DESERT STAFF REPORT REQUEST: APPROVAL OF USE OF DESERT WILLOW GOLF RESORT FOR THE OCTOBER 4, 2014 WORLD EDUCATION UNIVERSITY CONCERT (WE-U) PROMOTING PEACE AND PROSPERITY THROUGH EDUCATION SUBMITTED BY: Martin Alvarez, Director of Economic Development APPLICANT: World Education University 42600 Bob Hope Drive, Suite 415 Rancho Mirage, CA 92270 DATE: February 27, 2014 CONTENTS: World Education Proposal Site Map Recommendation By Minute Motion: 1. Approve the use of Desert Willow Golf Resort for the October 4, 2014, World Education University concert benefiting peace and prosperity through free online education. Backqround Staff was recently presented a proposal by World Education University (WE-U) to produce a signature concert event at Desert Willow Golf Resort. WE-U is dedicated to providing 100% free, high quality college level education to everyone through its' unique online platform. WE-U provides free online education to many countries around the world. WE-U is authorized to operate as a degree granting institution of higher education and is exempt from the California Post-Secondary Act of 2009. WE-U is committed to pursuing accreditation through a variety of United States and International academic regulatory bodies. The proposed concert would kick off a worldwide marketing campaign promoting WE- U's free online education platform and would bring awareness to the power of education through the common language of music. The event would include four concerts during the one day event which will be geared to support WE-U's aligned non-profit partners with the following themes highlighted: Staff Report WE-U 10-4-14 Desert Willow Concert February 27, 2014 Page 2 • WE Unshackle Students from Debt • WE Uplift Wounded Warriors with Education � WE Unleash the Power of Women (Women Network) � WE Unchain Africa from Illiteracy The concert event would also be geared to promote peace and prosperity through education and WE-U hopes to reach 2 billion people through online podcasting of the event. Discussion WE-U is seeking approval to utilize and buyout the Desert Willow Golf Resort on October 4, 2014, to provide a one-day concert (4 perFormances) between 11:00 a.m. and 11:00 p.m. The event will include two concert stages, one at each end of the driving range, one TECHNO tent and vendor booths throughout the driving range basin (see attached map). The driving range would be closed October 2-6, 2014, to allow two days before the event for setup and two days after for breakdown. There will be no impact to golfers due to the driving range being closed, as the practice facilities are normally closed for overseeding during this period. The event producers plan on utilizing the Desert Willow Clubhouse to host a VIP dinner/reception 300+ guests on Friday, October 3, 2014 and an all day use of the clubhouse food and beverage services for approximately 150 entertainers, family, event staff and crews. The revenues generated from these two food and beverage events is estimated at $35,000. The event producer will also provide a property buyout fee in the amount of $20,000 for sole use of the property on October 4, 2014. The venue buyout fee is equal to the amount golf and clubhouse revenues normally generate during an average October Saturday. Music Program/Genres: The proposed music line-up and headliners have not been finalized. Once the event date and venue approval has been approved, the event organizer will lock in the music artists. The music program is expected to be diverse with genre ranging from Top 40, Pop, Country and Rock and Roll. The event organizer has indicated that the headliner will be of super star status and additional artists will be of different genres from local and international categories. Concert Noise: The concert's music will generate noise that will likely exceed the City Noise Ordinance limits. The nearest residential units are located 500 feet to the south of the driving range (Westin Desert Willow Villas timeshares) and 800 feet to the southwest (Palm� Staff Report WE-U 10-4-14 Desert Willow Concert February 27, 2014 Page 3 Desert Greens). In order to address potential noise issues, the event organizer will be required to notify the surrounding properties in advance of the event and residents will be given point of contact to address complaints. In addition, noise levels from the music will be monitored by staff throughout the day. Below is a summary of the additional event considerations and details. • Location, Date and Time: o Desert Willow Golf Resort, October 4, 2014 from 11:00 a.m. — 11:00 p.m. • City subsidy: - None • The event organizer is covering all costs associated with promoting, advertising, venue buyout, equipment rentals, event production costs (e.g., stages, restrooms, booths, event security, audio system, utilities, event staff, traffic control plan, police and fire services). Event coordination will be organized with all City staff as the plan develops in more detail. • Site Parking: o All event parking will be off-site and attendees will be bused to and from Desert Willow. • Estimated Attendance: 25,000. • Proposed Ticket Price: $200 per person (four separate concerts in one day) • Estimated revenues generated for Desert Willow Food and Beverage: $35,000. • Estimated online viewers: Over 100,000,000 over live stream and future live broadcasts. • Free and VIP tickets will be given to students that have shown to embrace the WE-U "Give" program. • A free local mini concert will be held at the Civic Center Amphitheater prior to October 4, 2014, to build community excitement and engage local businesses. The details of the mini concert will be reviewed separately. Staff recommends approval of the concert event on October 4, 2014. The City will be fully covered for any expenses or revenue lost for use of Desert Willow for a one day event. The timing of the event fits well with Desert Willow's operations/maintenance schedule, as this is normally the time of year when the golf course facilities begin the overseeding process. Parking for the event will all be off-site and attendees will be bused in. The event has the potential to develop into a Signature Event for Palm Desert. No City sponsorship funds are being requested for the event. If the event is successful, the City will receive name recognition both through the promotion of Desert Willow and its location in Palm Desert. The event has the potential to draw visitors from all over the country and has the possibility of growing into an internationally recognized signature event, bringing significant exposure to Palm Desert. The event will fill hotel rooms during the off-season and during a period of time where there are no other significant Staff Report WE-U 10-4-14 Desert Willow Concert February 27, 2014 Page 4 events scheduled throughout the Coachella Valley. We anticipate that visitors will dine, shop and stay in or near Palm Desert, thus increasing sales and hotel tax in Palm Desert during this weekend. If approved, the City can assist with marketing and promoting the event through the City's website and other electronic media outlets. An event of this size would be of large benefit to the City, during its slower shoulder season. Local businesses, hotels and Desert Willow will benefit from the influx of visitors to the City. Fiscal Analvsis There is no fiscal impact to the City's General Fund. All event costs including buyout of Desert Willow for one day will be covered by the event organizer. The event is expected to generate approximately $35,000 in food and beverage revenues at Desert Willow Clubhouse. The event is also expected to generate additional sales and hotel tax to the City from event attendees. CtTY COUNCIL�CTION Submitted By: APPROVED � DEIVIED RECEIVED OTHER MEETING D TE AYES: � � � ' ' ✓' C� - M in Alvarez, Director of Economic Developol��: ` � '� ABSENT: ��'y? ABSTAIN: �- VERIFIED BY: y�� Original on File with City G erk's Office Paul S. Gibson, Director of Finance Approval: � � Jo . Wohlmuth, City Manager WEU World Education University Presents an Epic Concert Event Promoting Peace and Prosperity through Education Featuring Four Concerts � Four Causes � Unlimited Outcomes 10-4-14 at Desert Willow Golf Resort, Palm Desert, CA World Education University(WEU) presents an epic concert event promoting peace and prosperity through education. Like education, music unifies, inspires and uplifts people. Like music,education is a catalyst for peace, prosperity and sustainability.The goal of the WEU Concert Event is to use the power of music to raise awareness about the importance of education in achieving global peace and prosperity. Featuring four superstar musical acts in one day,the WEU Concert Event is anticipated to attract more than 25,000 people at the venue and nearly 1,000,000 live stream viewers online. Event proceeds will support four very important causes aligned with the WEU Mission to use technology and pedagogy to bring the highest quality education to millions of students worldwide,for free. About the Concerts and Causes: Each of the four concerts lasting three hours wifl highlight themes to illustrate how education will make the world a better place. Each concert wi�l support an aligned cause and WEU nonprofit partners as follows: 1. WE Unshackle Students from Debt: 8pm to 11pm. Why should anyone ever have student debt? Why is student debt the only debt,other than taxes,that cannot be expunged by filing bankruptcy? Higher education is crucial for youth to overcome social injustice and thrive in turbulent economic times.Student debt is a leading deterrent to higher education and needs to be eliminated.WEU eliminates financial barriers to education and empowers anyone, anywhere in the world to achieve their full potential by providing a world-class education for free. 2. WE Uplift Wounded Warriors with Education:5pm to 8pm. Education fosters peace. Peace is freedom. Victory is peace.The men and women serving in the U.S.Armed Forces have victoriously fought for our freedom to enjoy the American Dream. Every Veteran deserves their own chance to improve their lives and live their own American Dream. Cost-free education will pave their path to personal success. In partnership with the Wounded Warrior Project and Sue Malone of the Military Women Exchange,the WEU Concert Event is supporting the American Dream for veterans who have sacrificed so much. Habitat for Humanity,the City of Palm Desert and WEU will build a house during the week prior to the event and dedicate it to a wounded warrior during the concert. 3. WE Unleash the Power of Women: 2pm to 5pm. Education empowers women and minorities to break down barriers, break through glass ceilings and achieve their full potential.Women Network ensures women have access to resources,advice, mentoring and tools they need to achieve their full potential. Together,Women Network and WEU are creating unprecedented opportunity for women to get the education they need to succeed and thrive in today's business marketplace 4. We Unchain Africa from Illiteracy: 11am to 2pm. "Give a man a fish and he eats for a day. Teach a man to fish and he is nourished for a lifetime." Friends of Africa�and WEU share a common objective:creating a free, accessible pan-African education network that can become a model for any developing nation seeking a sustainable, peaceful and prosperous future. Education is critical to Friends of Africa's mission to solve some of Africa's most perplexing social, humanitarian and environmental issues. It is also tantamount to achieving peace and security in marginalized,war-weary regions. In partnership with Friends of Africa�,WEU will create synergy with established education institutions,technology providers and country officials to ensure that a free high-quality education is accessible to anyone in Africa. WEU More About the WEU Concert Event: The 12-hour WEU Desert Concert Event takes place from 11am to 11pm on October 4, 2014 at the Desert Willow Golf Resort in Palm Desert,California. Projected ticket price is$200,which includes all four concerts based on a $50 per concert price.Tickets for individual concerts,just one of the four,will not be available to the general public.Two main stages will allow a back and forth constant flow of music,eliminating the need to stop the show while a following musical act sets up for the next show. A TECHNO tent will showcase The WEU's extraordinary learning modules and allow people an alternative to the artist playing at any given time. The clubhouse will be designated for VIP guests only. For security and safety all parking will be off site. Buses will be provided to bring show-goers to and from the event parking facilities. Audience and Reach: The event will be streamed live online and the concerts will be digitally recorded for future or live television broadcast and podcasts. Cell phone voting,donations and online contests will be held throughout the concert to keep audiences engaged. With the attraction of a superstar headliner for the closing act and other major headliners in each of the three other concerts it anticipated that the concert should draw approximately 25,000 people at the venue.With live streaming online and television broadcasts,concert producers aim to draw a diverse audience of more than one billion people globally. Sponsorship and Partnership Opportunity: Four concerts in the WEU Concert Event expands opportunity for sponsors and partners to reach diverse audiences with diverse interests. Sponsors have the flexibility to pick one, multiptes or all of the concerts to reach their unique target audience(s)at the venue and broaden exposure to global audiences via the online streaming. WEU intends to partner with a television network to air the Concert Event live or license the digital video recordings for post event broadcasts.This will provide additional exposure for sponsors and advertising revenue opportunities for the networks. Community Involvement: Student involvement is of the utmost importance. Free and VIP tickets will be given out to students that have shown to embrace WEU Give,WEU's pay it forward program. Local involvement will be a promoted and encouraged. A free mini concert will be held during the week prior to the concert to build community excitement and engage local businesses. Please join us! Together with its partners,sponsors and local communities,WEU is uniting people to celebrate unity, peace, economic opportunity and powerful social change that affordable,accessible education can achieve. Please visit www.TheWEU.com. 0 1: 3,829 WEU Concert: 10-4-14