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Home My WebLink AboutMarketing Cmte - 04-15-2014 .-- _� � ['ALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, April 15, 2014 — 2 p.m. Administrative Conference Room I. CALL TO ORDER Rolf Hoehn called the meeting to order at 2:01 p.m. II. ROLL CALL Members Present: Members Absent: Emily Bird-Hrivnak Arlene Amick Kerry Graves Franchesca Forrer � Rolf Hoehn, Chair Jeffrey Norman Theresa Maggio, Vice-Chair Sara O'Flynn Bruce Nation Diane Williams � Ray Rodriguez � a � � W :� Staff/Others Present: � 0 3 � Jan Harnik, Council Member — Bob Spiegel, Council Member z �' � �' ; Donna Gomez, Tourism & Marketing Manager O '' .� Rudy Acosta, Assistant City Manager V � �I Martin Alvarez, Economic Development Director � �� ::_ P� o Ruth Ann Moore, Economic Development Manager � � r� � .. � c� �: � p :� �- David Hermann, Management Analyst z � � � � �; ,_� Jane Stanley, Recording Secretary C � �p� ' � a ' '� U C = �,� �'' . :, III. ORAL COMMUNICATIONS � � u ` ' `` `' , `` y � u =� � . Rudy Acosta introduced himself to the Committee. This is his second day as the new Assistant City Manager. New Committee member Ray Rodriguez also introduced himself and was welcomed by the Committee. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE APRIL 15, 2014 Chairman Rolf Hoehn asked for the Committee's consideration of adding an item to today's agenda, having to do with discussion of Resolutions 2014-24 and 2014-25 that the City Council voted on at their April 10th meeting. Resolution 2014-24 approved putting a 2% TOT increase on the November ballot. Resolution 2014-25 is an advisory measure, asking the citizens of Palm Desert how the funds are to be utilized, with a recommendation that they be used for marketing purposes in general. Upon a motion by Rolf Hoehn, second by Theresa Maggio, and a 6-0-5 vote of the Marketing Committee (AYES: Bird-Hrivnak, Graves, Maggio, Nation, Rodriguez, and Hoehn; NOES: None; ABSENT: Amick, Forrer, Norman, O'Ftynn, and Williams) the item was added to the agenda under Section VI — New Business, Item A. IV. CONSENT CALENDAR A. MINUTES OF THE ADJOURNED MEETING OF MARCH 25, 2014. Kerry Graves moved, by Minute Motion, to approve the minutes of the Adjourned Meeting of March 25, 2014, meeting as presented. Motion was seconded by Emily Bird- Hrivnak and carried by 5-0-5-1 vote. (AYES: Bird-Hrivnak, Graves, Maggio, Nation, and Hoehn; NOES: None; ABSTAIN: Rodriguez; ABSENT: Amick, Forrer, Norman, O'Flynn and Williams.) V. CONSENT ITEMS HELD OVER None VI. NEW BUSINESS A. DISCUSSION OF CITY COUNCIL RESOLUTIONS 2014-24 AND 2014-25 By way of background, Councilmember Harnik said the original intent of the Hotel and Signature Events Committee was to promote and attract more hotel business and events. It appears some think this would be another marketing committee and efforts would be duplicated. The Hotel Committee would be looking at the best way to use the increased TOT. Rolf Hoehn moved, by Minute Motion, for the Marketing Committee to support the recommendation of the City Council to use the incremental funds generated by the increased TOT as enumerated in Resolution 2014-25, including international marketing. The motion was seconded by Bruce Nation. Councilmember Spiegel noted that, if approved, the additional TOT would bring in an additional $2M to the City to be used primarily for more events and hotels, at the discretion of the City Council. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE APRIL 15, 2014 As Chairman Hoehn understands it, if the ballot measure is approved the funds would go into the General Fund. The City Council has indicated that their preference is for all or some of the revenue to be used for marketing purposes, including hotel rehabilitation. This affords an opportunity for an increase in the marketing budget and to support activities, product development, event development, and the promotion of them. He feels it is important for the Marketing Committee to support that. The public needs to understand that the money spent to increase promotion to increase visitation to Palm Desert, which is a win-win for all, will generate tax revenue going towards the funding of city services. Responding to question, Councilmember Harnik indicated that if the funds are to be exactly designated, a different type of vote would be required. The spirit of the 2% increase is to use the funds for rehabilitation and enhancement of hotel properties, and to market and advertise Palm Desert. Part of what the new Hotel and Signature Events Committee will do, just as the Marketing Committee does for the marketing dollars, is to determine the best way to use the funds for new events that will draw people. Councilmember Spiegel would like to see someone from the Marketing Committee be a liaison to the new Hotel Committee. Chairman Hoehn indicated that there will not be any effect until the 2015/2016 budget. In supporting the Resolutions, the citizens of Palm Desert and the marketing efforts all benefit. Councilmember Harnik clarified that the funds would enhance the hotel industry as a whole in many different ways. There can be no more staff time spent on this issue. Some strategic communication is necessary to get this issue going forward. Chairman Hoehn called for the vote, which carried by a 6-0-5 vote. (AYES: Bird- Hrivnak, Graves, Maggio, Nation, Rodriguez and Hoehn; NOES: None; ABSENT: Amick, Forrer, Norman, O'Flynn and Williams.) B. PROGRAMMING WORK SESSION FOR FISCAL YEAR 2014/2015. Chairman Hoehn opened the discussion by saying the goal is to provide direction to Donna Gomez and the City Council regarding the structure of the marketing budget. Ms. Gomez provided a little background by saying that she will be preparing a Marketing Plan and Media Plan for the next fiscal year. She requested direction from the Committee on marketing goals. 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE APRIL 15, 2014 In developing the annual Marketing Plan it is important to incorporate the goals and objectives of the newly adopted Strategic Plan. Even though the Strategic Plan is a 20-year document, several of the marketing priorities contained within it would be addressed in the next 3 to 5 years. For the benefit of the new members, Ms. Gomez described the current ad campaign, "Feel the Warmth," for the overall marketing of the City and the Visitor Center. The campaign has been running for about 2-1/2 years and has been working well. The focus is on our beautiful weather and targets cold weather geographic areas. The approximate $500,000 advertising budget is broken down with 30% of the media buys in print, 34% in digital, 4% in radio, and 32% in co-ops. Target markets are the Pacific Northwest, the southern California drive market, Texas, Indianapolis, Cincinnati, Denver, Chicago, Minneapolis, and the western Canadian provinces. After discussion, the Committee made the following suggestions: • The balance between print and digital advertising is good. • Stronger emphasis in the Canadian markets • Bigger and larger events • Promotions using a trackable URL • Digital co-ops; active programs with partners • Destination, event, or public art app • Learn from Palm Springs Hotel Committee • Liaison with Palm Desert Hotel and Signature Events Committee • Placement on sites such as Eventbright • Use a Public Relations Agency • Host bloggers • Research and promote and 8-month stay for Canadians • Welcome packet/presentation for Canadians • Annual Canadian event on EI Paseo • Mobile advertising such as Pandora • Something at a hockey broadcast in Canada • Facebook post boosts • Coordinate and unify marketing efforts with arts and culture, such as First Weekend VII. CONTINUED BUSINESS None VIII. OLD BUSINESS None 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE APRIL 15, 2014 IX. REPORTS FROM CITY COUNCIL LIAISONS None. X. REPORTS AND REMARKS A. Chair None. B. Committee Members Ruth Ann Moore clarified for Mr. Rodriguez that the Fashion Week follow- up report will be at the next meeting on May 20th. Michael Mathews from Palm Springs Life will give the full report. Councilmember Harnik requested a report on the Desert Concorso event as well. C. Staff None. XI. INFORMATIONAL ITEMS A. Visitor Center Report Referring to the activity report, Ms. Gomez was happy to report a turn in the numbers. March sales are exceeding last year. Visitor numbers are up, which we have not seen in a while. A note in the report included the interaction with visitors at the BNP event booth. There were over 7,000 interactions. With Committee concurrence the Visitor Center Report was received and filed. XII. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 3:28 p.m. ��L��fC�Y�G�1. Ja Stanley, Reco ' ng Secretary 5