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Home My WebLink AboutMarketing Cmte - 11-19-2013 x �� PALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, November 19, 2013 —2 p.m. Administrative Conference Room I. CALL TO ORDER Sara O'Flynn called the meeting to order at 2:00 p.m. II. ROLL CALL Members Present: Members Absent: Sara O'Flynn, Chair Tim Snyder Theresa Maggio, Vice-Chair Arlene Amick CITY COUNCILACTION Rolf Hoehn APPROVED DF:NIF,D Emily Bird-Hrivnak REC�IVED °�- �� - OTIIF.R Stephanie Loog Jeffrey Norman MEI:TING DATE �- 9-�G Nyla Patzner AYES:$ � � e Diane Williams NOEs: Non� Marlane Wolf AI3SENT: ��►� Al3STAIN:�n�1 � VI:RIFIED BY:— �K��'� Staff/Oth2fS Pf2Setlt: Original on File with City Clerlc's Office Jan Harnik, Mayor Martin Alvarez, Economic Development Director Ruth Ann Moore, Economic Development Manager David Hermann, Management Analyst Jane Stanley, Recording Secretary Kerry Graves, Park Services Director, The Living Desert III. ORAL COMMUNICATIONS None. IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF SEPTEMBER 17, 2013. Theresa Maggio moved, by Minute Motion, to approve the minutes of the September 17, 2013, meeting as presented. Motion was seconded by Rolf Hoehn and carried 7-0- 3, with Jeffrey Norman, Arlene Amick, and Tim Snyder absent. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 19, 2013 V. CONSENT ITEMS HELD OVER None VI. NEW BUSINESS At this point in the meeting Jeffrey Norman arrived. A. PRESENTATION OF HORIZON MAGAZINE COMMITMENT Continued to the meeting of December 17, 2013. At this point in the meeting Arlene Amick arrived. B. REQUEST FOR SPONSORSHIP OF THE LIVING DESERT'S "DESERT BIRDS OF THE OUTBACK" Mr. Kerry Graves, Park Services Director for The Living Desert, described the exhibit as very active, extremely popular, and unique. It is a traveling exhibit that will be here for one and maybe two seasons. Approximately 400 cockatiels, parakeets and rosellas, native to Australia, will be inside a 1,200 square foot aviary. Guests purchase a millet seed stick for feeding the birds. Once inside the aviary, where they fly freely, the birds swoop down and feed from the stick, possibly landing on the guest. The birds will be coming from Mystic Aquarium in Connecticut, where this is their 7t" year for the exhibit. The Living Desert is requesting that the City of Palm Desert be title sponsor for the event in the amount of $40,000. The funds would be used for marketing in feeder markets to attract overnight guests. The Living Desert has allocated $180,000 for local marketing on billboards, television, radio, and print. They will also partner with hotels to offer a package. Upon question from Sara O'Flynn, Ruth Ann Moore said the City Manager wanted the request to be reviewed by this committee and a recommendation made to the City Council. Also, the $40,000 will probably come from unobligated funds, not the marketing budget. Responding to Theresa Maggio's question, Mr. Graves said the City's funds would be used for radio ads and billboards in Southern California — Los Angeles, Long Beach, Riverside, Orange County, and San Diego. He will work with the City on the marketing plan. Mr. Graves said The Living Desert is projecting a 10% increase in attendance as a result of the exhibit. The new marketing strategy is event or exhibit focused to give people a reason to come — a "call to action." 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 19, 2013 Rolf Hoehn inquired as to the length of the exhibit, if they would desire funds for continued sponsorship, and if the City's name would be on the marketing materials. Mr. Graves responded that the exhibit will run from January 2"d to May 1St, and yes, The Living Desert would like continued sponsorship for a second year. Palm Desert's name would be on all the marketing materials and they will share the analytics they collect with the City. Diane Williams moved, by Minute Motion, to recommend approval by the City Council of a $40,000 title sponsorship of "Desert Birds of the Outback." Motion was seconded by Sara O'Flynn and carried 9-0-1 with Tim Snyder absent. C. PRESENTATION OF GREATER PALM SPRINGS MEDIA PLAN AND TRAVEL ZOO CAMPAIGN Continued to the meeting of December 17, 2013. VII. CONTINUED BUSINESS None VIII. OLD BUSINESS None IX. REPORTS FROM CITY COUNCIL LIAISONS As a "thank you" from the City, Mayor Jan Harnik presented the Committee members each with a gift certificate good at The Gardens and EI Paseo Village. She recently attended two ribbon cuttings, Dicks Sporting Goods and the PGA Tour Superstore. She commented that the holiday lighting along EI Paseo looks beautiful and is "stroll worthy." X. REPORTS AND REMARKS A. Chair Ms. O'Flynn reported that the renovation construction at The Gardens is 98% complete. The Renovation Celebration was held on Saturday, November 16t". The event included a fashion show and a concert to benefit Gilda's Club Desert Cities. Two spaces are available for leasing. The sale of Saks was completed about a week ago. December 7, 14, and 21 will be Santa events on the center lawn. Business is up. Bobby Taubman, CEO of The Taubman Company, will be visiting from Michigan. There will be a media day on November 25tn 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 19, 2013 B. Committee Members Rolf Hoehn described the ongoing site expansion at the Tennis Gardens. Advance ticket sales are up over last year. They are anticipating over 400,000 attendees. He also reported that the CVB is focusing on the "shoulder" seasons to create demand for new hotel space. They have a great media plan and a successful new website. They also have been attending sales missions to China, Canada, and the Pacific Northwest. There is tremendous interest in China for travel here generated by the visit of the Chinese President to Sunnylands. A challenge for us will be how to bring the Chinese visitors to EI Paseo. The CVB has held seminars regarding getting local businesses ready for Chinese visitors. He also provided an update on the Palm Springs airport, saying they are 3% ahead of last year. Ms. Maggio thanked everyone for their support regarding the Athena Award and luncheon. She has enjoyed being a part of the Envision Palm Desert process. Bighorn just had a huge welcome home weekend with 1,000 people on the property. The Miracle on EI Paseo benefiting Bighorn BAM is this coming Saturday, November 23ra The second issue of Bighorn magazine is complete and has gone out. Diane Williams reported that 2014 will be a very busy year for real estate. The Fed will be controlling the interest rates for a time to keep sales going. Arlene Amick has been very busy at the Art Museum. They have begun their community programs. Since the June visit of the Chinese dignitaries to the museum in Palm Springs, they have been bombarded with requests from Chinese tourists to have the same docent tour and have their pictures taken exactly where Madame Ping stood. The Museum will have their 5-K fundraiser in January. Jeffrey Norman reported a successful dance festival, which received a lot of coverage. Choreography event ticket sales were up 22%. The 7tn Annual East Valley Dance Project involved bringing a choreographer to schools in Thermal, and the students end up performing at the McCallum during the festival. The McCallum Gala will be on December 3�a Emily Bird-Hrivnak said the JW Marriott just wrapped up the Ernst & Young event, which is their biggest event of the year. 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 19, 2013 C. Staff Ruth Ann Moore reported that Dick's Sporting Goods more than met their opening projections. Another six stores and restaurants will be coming to Westfield Mall. H&M will also be there by the end of next year. Whole Foods Market will open in the fall. She then provided an update on the development of the boutique hotel at the Fashion Week location. If all goes according to plan, it will open in December of 2016. Martin Alvarez stated that the City Council at the last meeting authorized moving forward with forming a Hotel and Events Committee that would address attracting hotels and signature events. He will bring back an update on its progress. XI. INFORMATIONAL ITEMS A. Visitor Center Report Referring to the report, Ms. O'Flynn noted that electronic statistics are up. B. Presentation of Results of Dine Out Palm Desert Continued to the meeting of December 17, 2013. C. Update on First Weekend Ms. Amick reported that November 1St had quite a few events including EI Paseo Art Walk's kick-off. Free community evenings at the Museum have been changed to Friday to coincide with First Weekend. EI Paseo art galleries reported several sales and many visitors. The Museum hosted the ribbon cutting ceremony, with over 250 guests, and they hosted a panel discussion on philanthropy and supporting artists. Additionally, a jazz band performed in the sculpture garden. Christopher Knight from the LA Times also attended and gave a great review of the Palm Springs Museum's Diebenkorn exhibit. All indications are that the first First Weekend was very successful. January 3�d is the kick-off for Cruise Night at The Gardens. Ruth Ann Moore displayed the website and showed how the events are organized. All the print and radio ads drive people to the website — www.p d f i rstwe e ke n d.co m. D. OMA Monthly Report Continued to the meeting of December 17, 2013. 5 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE NOVEMBER 19, 2013 XII. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 3:17 p.m. ;;�i �u Ja Stanley, Recordin Secretary 6