HomeMy WebLinkAboutFunding - 2015 Modernism Wk Feb 12-22# $0
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CELEBRATING 10 YEARS
2015 SPONSORSHIP PROGRAM
February 12-22, 2015
OUR MISSION
THE MISSION OF MODERNISM WEEK
IS TO CELEBRATE ANO FOSTER APPRECIATION
OF MID-CENTURY ARCHITECTURE AND DESIGN
AS WELL AS CONTEMPORARY THINKING IN THESE FIELDS.
BY ENCOURAGING EDUCATION. PRESERVATION
AND SUSTAINABLE MODERN LPANG
AS REPRESENTED IN PALM SPRINGS
Attendance surpassed
45,000
an increase of more than
10% from 2013
Estimated economic Impact
+$17 Million
AGE OF ATTENDEES
10% • 25-45
66% 46-65
24% • 66+
ATTENDEE INCOME LEVELS
5996 w $100,000+
19% • $75,000-3100,000
14% $50000-$75,000
4% • $25.000-$50000
4% • Other
66% i west coast (39% California)
13%*is Midwest
10%•East Coast
11% IO; International
boom: .0SWIM" co.+..,xwom sec ,a•s.-1 m.w.awn....,Mal rmw, we vb*We a^4,
350+
Earned media placements
in print, broadcast,
and on-line news coverage
94% increase from 2013
282 million+
Total impressions
S2 million value in media exposure
Feai,trede,
ATNterfuna Dpest
Les Regards Mwgaalne
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beee LeeeR{AtntraPei
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(hopped up on butterfly roofs and Ref Peck nostelg,al
converge tor Me annual event known es Mode,rnwn Week.
penuq p. zou
The heart of the mldcentury modernist mow)ment.
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the oasis44e town nr ft:m*tntm Caltromn
makes for a peetec't weekend gebwey
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Meef...1 &mew pewee. every Beek
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2014 SPONSOR EVENT INTEGRATION
Modernism Weep pnriners*th sponsors to produce c,atomlzed programs That eepege even) attendees vete dishe tee bends in a meenirplul way
Below are x,r‘e e.a rINes Imm Modenuam Week 2014 Mach gave hph level sponsors added os.MNty tbouge creative experiences.
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CELEBRATING 10 YEARS
PO Box 5001 Paim Springs, CA 92263 mock,mismweekcom spanatashipemoderalsnmealmorn
2005-2014 MOderniS. Week —All Rietts Renewed, Modernism Week is a Caktornia 5011c) non-pront organization. Modenrism Week ,e produced in velum:non wen Goidetwoles PIWOSPOPhS bY David A. L. and *Atli Gintieid
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CITY OF PALM DESERT
STAFF REPORT
REQUEST: CONSIDERATION OF REQUEST FOR FUNDING OF 2015
MODERNISM WEEK
SUBMITTED BY: Donna Gomez, Tourism & Marketing Manager
DATE: September 11, 2014
CONTENTS: Letter of Request
Sponsorship Program
Minutes of August 19, 2014 Marketing Committee
Recommendation
By Minute Motion:
1. Approve a $5,000 sponsorship for Modernism Week 2015 in
support of related activities to occur in Palm Desert.
2. Appropriate an additional $2,500 from the unobligated general fund
to Account #110-4416-414-3062 for the subject sponsorship.
Backqround
The City of Palm Desert received a sponsorship request for the 2015 Modernism Week
event in the amount of $5,000. The event will celebrate its 10th year in February with
expectations of their largest participation ever. The City has typically sponsored this
event in years past that have included participation from Palm Desert entities.
Proposed for 2015 are home tours at Marrakesh and Sandpiper Country Clubs, a Palm
Desert architectural tour, tours of the College of the Desert campus and a reception and
lecture at the Palm Springs Art Museum in Palm Desert/The Galen.
Now in its tenth year, Modernism Week attracts a large number of visitors and
participants and will assist in bringing visibility to Palm Desert during what has typically
been a Palm Springs focused event. Since its inception, Modernism Week has
increased its attendance almost threefold, from 16,400 in 2010 to well over 45,000 in
2014. The economic impact of this event, conservatively speaking, is expected to reach
$17,065,000. The event, as it has in the past, also helps fund renewable scholarships
and has provided, in 2014 alone, more than $600,000 to various nonprofits and
neighborhood organizations to assist in restoration and preservation efforts.
Staff Report
Approval of Request for Funding for Modernism Week 2015
September 11, 2014
Page 2 of 2
As a Modernism Week sponsor, the City would receive promotional benefits such as our
logo appearing on the event website, print advertising, email blasts, program guides,
event signage as well as links on their website and tickets to the Opening Gala and
Recognition Party.
Staff has budgeted $2,500 for this event in the Special Programs Department event
sponsorship budget for fiscal year 2014/15. The Marketing Committee, at its August 1gtn
meeting, recommended that the City approve the request of a $5,000 sponsorship given
Modernism Week's level of success and continued commitment of growing Palm
Desert's participation. Approval of sponsorship at the $5,000 level requires an additional
appropriation of $2,500. Staff supports this recommendation.
Submitted by:
� �
onna Gomez artin Alvarez
Tourism & Marketing Mana ir tor of Economic Development
;
�� �� i
Rudy Acosta aul S. Gibson
Assistant City Manager Director of Finance
Approved by:
CITY COUNCIL�tON
APPROVF.D DF.NiF.D
RECEIVED OTHER
John M. Wohlmuth ,� (.-a.p(
City Manager MEFTIN�G DATE
AYFS: P�n�m�-�-l�..��.sp�q�el �t,�2ber �7�av�nP./'
NOES: 1�1nn`E
Ai3SENT: NOn`�-
AI�STAIN: 1JDn'�
VF,RIFIED I3Y: � � -
Original on File with City Clerk's Of'fice
Modemism Week 2015 Staff Report FINAL
�� �, '�;;
�, 3p ,t:'. , ° i� � .. � ✓�.�~ •
C E � E B R A T t N G i C Y E A f2 S
August 19, 2014
Palm Desert Marketing Committee
CJO Donna Gomez
City of Palm Desert
73-510 Fred Waring Drive
Palm Desert, CA 92260
Dear Paim Desert Marketing Committee:
On behalf of Modernism Week, a 501 (c) (3) non-profit organization, it is my pleasure to submit
this request for sponsorship by the City of Palm Desert for Modernism Week 20i 5.
As we enter into our 10�h Anniversary season, we respectfully submit this request for funding
consistent with the level of your support in 2013 in the amount of $5,000 to help us expand our
Palm Desert programs and events, contribute our resources to local neighborhoods, and further
promote the City of Palm Desert.
As a Sponsor of Modernism Week 2015, the City of Palm Desert will be showcased in one of the
largest festivals in the world highlighting cultural tourism and architectural heritage. We are
pfanning a number of tours and events in Palm Desert and working with local residents to develop
collaborative efforts and PR strategies. Plans currently include:
• Architectural tours of the interior and exterior of specially selected homes in Marrakesh
Country Club and Sandpiper Condominiums(Approximately 1,000 attendees).
• Double Decker Architectural Bus Tours of Palm Desert neighborhoods (Two days,
approx. 200 attendees).
• Special cocktail reception at Palm Springs Art Museum in Palm Desert, The Galen
(Approximately 300-400 attendees).
• February 13, 2015: Lecture at The Galen, "ArtTalks: Conversations with Tomorrow's
Experts (Approximately 75 attendees).
• Architectural tours of College of the Desert (Two tours, approximately 50 people).
The success of Modernism Week has grown exponentially in the past five years, with event
attendance more than doubling from 16,400 in 2010 to 45,500 in 2014. Using a conservative
standard determined by the Palm Springs Bureau of Tourism and other industry leaders, we
estimate the economic impact of Modernism Week 2014 to be 17 065 000.
Modernism Week continues to provide four-year renewable college scholarships for local
students, and through ticket sales in 2014 we helped our non-profit community partners and
neighborhood organizations raise more than $600,000 for restoration and preservation efforts.
Finally, we look forward to providing our signature brand of high-quality programs and events in
response to the great interest in architecture and cultural programs in Palm Desert. Thank you for
your consideration.
Sincerely,
Lisa Vossler Smith
Executive Director
P.O.Box 5001 Pelm Springs,CA 92263 modemfsmweek.com
s �, � , � a� ;ir
f.:�v . _. , . _. , 55,000
C E. L !.. H R A ' 1 N (1 I U r' L A 9 >
4 tickets Gala Preview Opening Benefit of Modernism Show at Convention Center on February 12,2015(Value$300)
Logo/Ilnk on the Modernism Week websfte until September,2015
Logo on select pNnt advertising Loca!
Logo on primary emafl blasts
General Press Release Inclusion in major press releases distributed to local,national
and international media
Official Program Guide Print and Digita!Editions
Logo on Sponsor Page
Full Page Advertisement(Value$2,000)
Event Signage
�ogo displayed at each Modernism Week event
Additional Benefits
2 tickets Modernism Week Sponsor Recognition Party
� 1 book Commemorative 10th Anniversary Modernism Week Book(Value$35)
Discounted Table/Booth Space available for qualified sponsors at the Modernism Show
(Full cost 51,950-�3,700)
_ . . _ _ . .. __ _. . ..._.. ._ . . . _ _ _ .__.._.. . _.___ .__..._ _ _. . _ .._ _ _
.
['ALM DESERT
PALM DESERT MARKETING COMMITTEE
PRELIMINARY MINUTES
Tuesday, August 19, 2014 — 2 p.m.
Administrative Conference Room
I. CALL TO ORDER
Rolf Hoehn called the meeting to order at 2:03 p.m.
II. ROLL CALL
Members Present: Members Absent:
Arlene Amick Kerry Graves
Emily Bird-Hrivnak
Franchesca Forrer
Rolf Hoehn, Chair
Theresa Maggio, Vice-Chair
Bruce Nation
Jeffrey Norman
Sara O'Flynn
Ray Rodriguez
Diane Williams
Staff/Others Present:
Jan Harnik, Council Member
Rudy Acosta, Assistant City Manager
Donna Gomez, Tourism & Marketing Manager
Ruth Ann Moore, Economic Development Manager
David Hermann, Management Analyst
Jane Stanley, Recording Secretary
Lisa Vossler Smith, Executive Director, Modernism Week
Chris Mobley, Chairman, Modernism Week
The Committee congratulated Emily Bird-Hrivnak on the impending birth of her
first child, a boy. She will be on maternity leave and will be back in November.
Ilt. ORAL COMMUNICATIONS
None.
PRELIMINARY MINUTES
PALM DESERT MARKETlNG COMMITTEE AUGUST 19, 2014
IV. CONSENT CALENDAR
A. MINUTES OF THE MEETING OF MAY 20, 2014.
Jeffrey Norman moved, by Minute Motion, to approve the minutes of the May 20, 2014,
meeting as presented. Motion was seconded by Emily Bird-Hrivnak and carried by 10-0-
1 vote. (AYES: Amick, Bird-Hrivnak, Forrer, Maggio, Nation, Norman, O'Flynn,
Rodriguez, Williams, and Hoehn; NOES: None; ABSENT: Graves.)
V. CONSENT ITEMS HELD OVER
None.
VI. NEW BUSINESS
A. CONSIDERATION OF REQUEST FOR FUNDING OF 2Q15 MODERNISM
WEEK
Donna Gomez noted that the City has supported this event for the last few
years. Requests had been made to fund individual events within the City,
but the City decided to fund the overall event. Funding of $2,50Q is in the
Marketing budget. If the Committee would like to recommend a higher
level of sponsorship, the request would go before the City Council for their
consideration. She said that over the years it has been a very successful
program and staff is happy with what they have seen and how the Palm
Desert community is incorporated into the overall event.
Modernism Week Executive Director Lisa Vossler Smith and event
Chairman Chris Mobley were in attendance to discuss the funding request
for 2015 Modernism Week. Ms. Smith stated that Modernism Week is a
mid-century architecture and design festival, which includes 180 events
over a 10-day period in February. The event is volunteer run and is a
501 c3 non-profit organization. She is the only paid staff member. Their
strategic plan includes quarterly events. 2015 marks the 10th anniversary
of Modernism Week.
Ms. Smith presented a video that will be used at a national level to secure
sponsors. It will be shortened to 30 seconds to be used as a television
commercial. She noted that the video is missing photos of locations
outside of Palm Springs.
Marrakesh Country Club and Sandpiper took last year off, but will
participate even stronger in 2015. Events in Palm Desert will also inciude
a walking tour at COD and a double-decker bus architectural tour.
2
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE AUGUST 19, 2014
Attendance in 2010 was 16,400; in 2014 it was 45,500. It is anticipated
that attendance will be 50,000 for 2015. To accommodate the demand,
the number and frequency of programs offered will be expanded.
Economic impact in 2014 was $17,065,000. Attendees came from 12
different countries. The highest number of attendees came from Palm
Springs, second was Los Angeles, and third was a tie between Palm
Desert and San Francisco. 16% of the total came from the Coachella
Valley. They hired a PR agency 2 years ago, who expanded the social
media program. There were 106,200 unique website visitors. 90% of the
profits flowed through to Coachella Valley non-profit organizations.
Neighborhood organizations such as Sandpiper and Marrakesh keep a
portion of their ticket sales, which are used for neighborhood
improvements. For 2015, there will be more frequent student bus tours
and after dark events each night. One evening event will be at the Galen.
There will also be numerous free community events. Ms. Smith then
distrib�ted the 2014 magazine program. Dates of the 209 5 event are
February 12 - 22, 2015, and the fall preview is October 10-13.
Responding to Franchesca Forrer's question regarding how Palm Desert
retail would be incorporated, Ms. Smith said they are open to any ideas.
Jeffrey Norman noted that the McCallum Theatre will be doing "Guys and
Dolls" from February 13-15 and would tie in to the mid-century theme. Ms.
Smith offered to follow up with Mr. Norman regarding cross-promotion.
Theresa Maggio asked how many people will go on the Sandpiper and
Marrakesh tours. Ms. Smith anticipates about 1,000 people. An underlying
goal is to increase home sales. Attendees want to know what properties
are available.
Arlene Amick added that because the program at Sandpiper was so
successful, they have offered to sponsor one of the Museum's programs.
Ms. Smith stated that a higher sponsorship level would include increased
ad size and the logo in local ads. Additionally, more event tickets would be
provided to the sponsor.
Ms. Maggio asked if there wouid be a satellite office in Palm Desert. Ms.
Smith said there is not currently one. Ms. Gomez offered the Visitor
Center location as a ticket outlet.
In answer to Rolf Hoehn's question, Ms. Gomez said she highly
recommends a $5,000 level of sponsorship given their level of success
and growth and interest in including Palm Desert.
Because of the statistics and feedback from the participants, Sara O'Flynn
agreed that the $5,000 level of sponsorship is acceptable.
3
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE AUGUST 19, 2014
Ms. Smith stated that the sponsorship levels have increased over the
years, and the categories have not capped out yet. A lot of local
businesses participate in the $2,500 - $15,000 level.
Theresa Maggio moved, by Minute Motion, to approve a sponsorship in the amount of
$5,000 for 2015 Modernism Week. Motion was seconded by Arlene Amick and carried
by 10-0-1 vote. (AYES: Amick, Bird-Hrivnak, Forrer, Maggio, Nation, Norman, O'Flynn,
Rodriguez, Williams, and Hoehn; NOES: None; ABSENT: Graves.)
Ms. Gomez reiterated that the additional sponsorship request will go
before the City Council for their consideration.
VII. CONTINUED BUSINESS
None
VIII. OLD BUSINESS
None
IX. REPORTS FROM CITY COUNCIL LIAISONS
Councilmember Harnik stated that it hasn't slowed down this summer and
there are a lot of exciting things happening in Palm Desert.
X. REPORTS AND REMARKS
A. Chair
Mr. Hoehn reported that the series ticket package pre-sales at the Tennis
Garden are ahead in all categories. This has created an issue as there is
not enough hotel capacity for the demand, especially in the 4-star
category. The fire at the Fairfield Inn has hurt because most of the rooms
were taken by a category of attendees like tournament officials. The
basketball game will not happen this year, but will hopefully happen next
year. The CVB has been working on expanding and developing demand
for shoulder season programs as more incentive to hotel developers.
The airport is continuing to experience year-over-year increases.
B. Committee Members
Ray Rodriguez brought up the subject of the philosophy and guidelines for
sponsorships. After Committee discussion, he suggested that there be
measuring sticks for success. Ms. Gomez stated that she developed a
questionnaire to be completed by those requesting funding for a new
event. She offered ta have the Committee review the application. Mr.
4
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE AUGUST 19, 2014
Rodriguez said that perhaps the questionnaire should be completed yearly
for ongoing events as well.
Franchesca Forrer noted that there are several remodels and openings at
the mall. Stuft Pizza is now open and is doing really well. Traffic is up
28%; a lot of that is attributed to H&M, which is doing better than
expected. She wanted to thank Councilmember Harnik for her gracious
hosting of the mall's 3 days of back to school events.
Theresa Maggio stated that the Bighorn BAM Miracle on EI Paseo is
scheduled for Saturday, November 22"d, and it will include new and
exciting attributes.
Diane Williams said there has been no down time this summer; it has
been a busy and big season.
Sara O'Flynn reported dates for several upcoming events. The season will
kick off with the Desert Sampler in October. Paint EI Paseo Pink will be on
October 11 th, Martha's Village 5K Walk will begin at The Gardens on
Thanksgiving Day, and a holiday event called "Celebrate Holiday
Happiness at The Gardens" will on December 6th.
Emily Bird-Hrivnak remarked that the Marriott is foc�sed on 2015. The
hotel has a new Food & Beverage Director and Executive Chef. The 2016
group bookings appear to have dropped off.
Bruce Nation was happy to report that fiscal year 2014 ending in June was
a great year. Desert Willow was $500k ahead of last year. There will be
more music and dining events next season as they all sold out last
season. There are summer family golf events and specials, and they are
looking into soccer golf. Desert Willow will be offering 50 annual passes
for sale; 4 have already sold. The Platinum Card is also for sale. IYs
Desert Willow's frequent player card, with about 910 sold last year. Derek
White has been appointed as the new GM. He has been with Desert
Willow for 8 years.
Jeffrey Norman noted that the fall season brochure is at the printer with
about a dozen shows added since the earlier version. The season will
start on October 19�h with the 3�d Annual Family Fun Day. The annual Gala
is scheduled for December 4�h and will feature Audra McDonald along with
Martin Short. He thanked the City for supporting the 2"d Annual Palm
Desert International Dance Festival and 17th Annual Choreography
Festival, which occur in November.
5
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE AUGUST 19, 2014
C. Staff
Ruth Ann Moore mentioned some new businesses that will be opening,
including a second location in Palm Desert of Pueblo Viejo Grill that will be
at the old TGI Friday's location. Whole Foods will open on September 24"'.
The City is starting to sell its land, starting with the EI Paseo Hotel at the
Fashion Week location. Fashion Week will be at this location for one more
year.
Rudy Acosta added that the City has entered into an Exclusive
Negotiating Agreement with a developer for 45 acres at Desert Willow.
One aspect of the project is that a 30% reduction in water use compared
to current golf course water usage is projected.
XI. INFORMATIONAL ITEMS
A. Visitor Center Report
Ms. Gomez noted the FY 2014 and July 2014 reports. The trend shows
that people are using technology more and more for acquiring information.
On another subject, the Visitor Center lease will come up for a 5-year
renewal beginning November 2015. She will be investigating options and
preparing a report, and will ask the City Manager if he would like a
recommendation from this Committee. A decision does not need to be
made for about a year.
With Committee concurrence, the Visitor Center Report was received and filed.
B. Taxi Cab Drivers Training Program
Ms. Gomez reported that the CVB, working with SunLine Regulatory
Administration, have begun a program of mandatory monthly training for
taxi drivers. They will be learning information about current tourism and
events. Taxi drivers will also be required to wear branded polo shirts.
C. Website Visitors From China
OMA provided information from a request at the previous meeting. The
numbers are fairly low: 33 website visitors for 3`d quarter of 2013 and 46
visitors in the 1S� quarter of 2014.
6
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE AUGUST 19, 2014
D. Future Programming
Ms. Gomez wil! be doing research for funding of programs in the event of
a possible budget increase from the TOT ballot measure. Over the next
few months she will be researching 8 topics: PR, radio/Pandora, video,
billboards, City app, higher City presence at local events, social media,
and increased print ad size. If the tax is approved, the Committee will be
asked to prioritize the items that have not been done with the current
limited budget.
Ms. Forrer agreed that social media is an inexpensive way to reach
people.
XII. NEXT MEETING DATE — SEPTEMBER 16, 2014
Ms. Gomez added that Michael Mathews from Palm Springs Life will make
a presentation at the September meeting regarding future Fashion Week
events. The dates for the 2015 events are March 22 — 28.
XII1. ADJOURNMENT
With Committee concurrence, the meeting was adjoumed at 3:40 p.m.
Jane Stanley, Recording Secretary
7