HomeMy WebLinkAboutSponsor - 2014 PD Golf Cart Parade - 10-26-2014CITY OF PALM DESERT
SPECIAL PROGRAMS DEPARTMENT
STAFF REPORT
REQUEST: Approve 2014 Palm Desert Golf Cart Parade, Sponsorship, and
Expenditures
SUBMITTED BY: Amy Lawrence, Administrative Secretary
APPLICANT: Palm Desert Chamber of Commerce
Ms. Barbara deBoom, President/CEO
72559 Highway 111
Palm Desert, CA 92260
DATE: July 10, 2014
CONTENTS: None
Recommendation
By Minute Motion,
1. Approve sponsorship in the amount of $40,000 and In -kind Public Works
services for the Palm Desert Golf Cart Parade;
2. Authorize sponsorship expenditure from Account No. 110-4416-414-3062;
3. Authorize $500 expenditure for the Mayor's Trophy Award from Account No.
110-4416-414-3062;
4. Authorize expenditure in an amount not to exceed $10,000 for construction of
the City's golf cart float from Account No. 110-4416-414-3061;
5. Permit the sale, possession, and consumption of alcoholic beverages on City
owned property in connection with the event on Sunday, October 26, 2014;
6. Authorize El Paseo road closures for the event; and
7. Waive Section 11.01.140 — Amplified Sound.
Executive Summary
The Palm Desert Golf Cart Parade is now in its 50th year and continues to be a very
popular event for Palm Desert and Coachella Valley residents. The event attendance is
strong as reflected in the expansion of the VIP seating area, which increased in 2012 to
accommodate those wanting to attend. This year, the Parade Committee plans to focus
on the event's 50th Golden Anniversary and will continue to expand and make changes
in activities to encourage attendance and entry participation. The Committee is hopeful
STAFF REPORT
2014 PALM DESERT GOLF CART PARADE AND SPONSORSHIP
JULY 10, 2014
PAGE 2
that with a few incentives and other changes, float entries will increase and be more
decorative this year. In this endeavor, the following will be undertaken as part of the
2014 event:
• City funded $500 award for Mayor's trophy (since the City will have an entry and
is not eligible to win award, focusing all funds toward the grand prize was thought
best).
• Additional media coverage promoting the Golf Cart Parade's 50th Golden
Anniversary will be arranged in effort to substantially increase both entry
participation and attendance.
• The Parade Committee will contact larger businesses/organizations within the
community to encourage participation with the event.
• Bands are also priority and major focus; both locally and outside of the area.
• Pete Carlson's Golf & Tennis will continue to provide the following items as part
of the pre -parade golf cart showing:
o $500 gift card to Pete Carlson's for best golf cart booth
o Three $100 gift cards (1st 2"d, and 3rd place) to Pete Carlson's for best
looking golf cart
o Children's putting green in the children's activity area (to include small gifts
for kids only) — will contact First Tee Director to determine if they would be
interested in running the activity
o Purchase of 26 VIP seats for the underprivileged
o Water sponsor in the amount of $500
In 2013, the City contributed a $25,000 sponsorship to the parade, $500 for the Mayor's
Trophy Award, and in -kind services offered by the Public Works Department to handle
traffic control and road closures for the event.
With regard to 2014, the Palm Desert Area Chamber of Commerce requested that the
City consider a title sponsorship increase for the 50th Anniversary in order to assist with
additional marketing costs to encourage business and community participation with the
event. Therefore, staff recommends an increase of $15,000 for 2014 bringing the total
sponsorship to $40,000 for this year's event, as well as continued funding of the
Mayor's Trophy Award for $500. Additionally, as part of the 2013/14 budget, City
Council approved $10,000 to have the City's golf cart float constructed. Because the
float design and construction turned out so well last year, staff is recommending
expenditure in an amount not to exceed $10,000 for construction of the City's golf cart
float for 2014. Funds for this project were included as part of the 2014/15 budget.
Background
The City has been a title sponsor of the parade and a strong supporter of this event for
several years through financial contribution, as well as in -kind services by City staff. As
a title sponsor, benefits to the City include:
STAFF REPORT
2014 PALM DESERT GOLF CART PARADE AND SPONSORSHIP
JULY 10, 2014
PAGE 3
• Media and marketing coverage of the event which in turn promotes the City.
• Senior seating area
• Expanded interactive children's area that provides entertainment for young
children before, during, and after the parade.
• Expansion of activities and vendors for pre and post parade activities.
Fiscal Analysis
Parade sponsorship in the amount of $40,000, the $500 Mayor's Trophy Award, and
$10,000 for the City's golf cart float construction was approved as part of the FY
2014/15 budget. Funds are available in Account Nos. 110-44AG 414-3062 and 110-
44 t G'-414-3061.
Sub rp pd By:
Amy Li ence, Administrative Secretary
Reviewed:
Frankie fiddle, Dir
Fa, 06
Paul S. Gibson,
Special Programs
v
ctor of Finance
Rudy Acosta, Assistant City Manager
Apprpval:
hn M. Wohlmuth, City Manager
CITY COUNCIL ACTION
APPROVED I DENTED
RECEIVED OTHER
MEETING DATE '
AYES: 1'l -r7 K, tvab r,
NOES: 6l/oat
ABSENT: 2 e &I
ABSTAIN? i(/9/u
VERIFIED BY: 14)Kir/,y
Original on File with City Clerk's Office