PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, March 15, p.m. Administrative Conference Room

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1 PALM DESERT MARKETING COMMITTEE Tuesday, March 15, p.m. Administrative Conference Room I. CALL TO ORDER Sara O Flynn called the meeting to order at 2:05 p.m. Rachelle Klassen, City Clerk, swore in Jenna LeMaster as the latest member of the Marketing Committee. Ms. LeMaster was appointed by City Council on March 10 th. Donna Gomez welcomed and introduced Ms. LeMaster to the Committee. Ms. LeMaster is the Marketing Director at Westfield Palm Desert. II. ROLL CALL Members Present: Sara O Flynn, Chair Kimberly Bowers Marlane Wolf Michael Shimer Stephanie Loog Rolf Hoehn Jenna LeMaster Members Absent: Emily Bird-Hrivnak, Vice Chair Theresa Maggio Staff /Others Present: Robert Spiegel, Councilmember Jan Harnik, Councilmember Justin McCarthy, ACM for Redevelopment Ruth Ann Moore, Economic Development Manger Donna Gomez, Visitor Center Manager Jane Stanley, Recording Secretary Bruce Nation, Desert Willow Golf Resort Art Davis, palmdesert.com Judy Sage, JNS Advertising Garry Sage, JNS Advertising III. ORAL COMMUNICATIONS None

2 IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF FEBRUARY 15, Rolf Hoehn moved, by Minute Motion, to approve the minutes of the February 15, 2011, meeting. Motion was seconded by Michael Shimer and carried 6-0, with Ms. LeMaster abstaining. V. CONSENT ITEMS HELD OVER None VI. CONTINUED BUSINESS A. SELECTION OF ONLINE MARKETING AGENCY Donna Gomez gave a quick review of this item, asking for a recommendation from the Committee from the two agencies that made presentations at the last meeting. The recommendation will be taken to the City Council. Sara O Flynn commented that there are several reasons to choose Off Madison Ave (OMA). OMA has a great track record, their costs fall within the budgeted amount, and they have a good reputation. It would also be good to keep continuity. Stephanie Loog asked if she could vote on this item because she was not at the last meeting. Kimberly Bowers was also not at the last meeting. Both had gone over the proposals and recalled the previous OMA presentation. Ms. Loog agreed with Ms. O Flynn that it would be advantageous to keep continuity. Ms. Gomez mentioned that Christine from OMA had ed that it is possible for OMA to work with another agency, but there might be several challenges. Mr. Hoehn agreed with the comments and felt that SAESHE was more of a travel marketing agency. He stated it makes more sense to keep all the work within one company. Based upon the quality of performance and presentation he supports staying with OMA. Rolf Hoehn moved, by Minute Motion, to select Off Madison Ave and recommend to City Council approval of a 14-month contract for online marketing services. Motion was seconded by Michael Shimer and carried 6-0. Jenna LeMaster abstained. 2

3 VII. NEW BUSINESS B. CONSIDERATION OF MARKETING BUDGET FOR FISCAL YEAR Ms. Gomez stated that because of the current economy, direction given to staff is to maintain the current budget. The bottom line budget amount remains at $782,950 and maintains existing programs. The media plan was recently approved for the remainder of the year. Although the media plan has been in effect for a short time, it is well planned out and well done. The online portion has increased slightly, and she went over the advertising areas outlined in the budget. Recently initiated radio ads have been an opportunity that hasn t been explored before. If the funding becomes available, JNS has outlined some opportunities that are highly recommended, highlighted in yellow at the bottom of the page. The online budget is very targeted. The addition of contextual targeting was recommended by OMA for its great conversion rate. Because it is expensive it will only be done January to March. PPC has been increased because it has been very successful. Fetchback has also been very successful. Mr. McCarthy added that repositioning has been driven from the recommendations made by local hoteliers. Mr. Spiegel commented that the new CVA Director, Scott White, is coming next week to join a study session with Council on what the CVA is doing. In the meantime, Mr. White would like to see the budget approved by the Committee so he can comment on ways in which there can be interaction with the CVA. Michael Shimer questioned the target audience for the PD Style magazine. Jan Harnik pointed out that the inside back cover is an ad for the City of La Quinta. She felt it redirected traffic outside of Palm Desert. Ms. Gomez stated that the PD Style contract allows for City input into eight pages of content. Mr. Hoehn asked if the magazine fits into the mission of the marketing program. Because it s not an out-of-market piece, it doesn t get anyone to come to Palm Desert. Marlane Wolf commented that the magazine is similar to other desert publications. 3

4 Ms. Harnik added that the reader is already here when they see the magazine and wondered how successful it is at bringing visitors to Palm Desert from the two-hour market. Mr. Spiegel relayed that the Desert Sun s comment is the visitor will take the magazine home and give it to their friends. Ms. Harnik said it would make sense if it could be tracked when someone visits as a result of seeing a magazine that was taken home. Mr. Shimer stated that the two highly recommended budget items for $35,000 with the CVA would be better use of the funds. Mr. Hoehn noted that the $110,000 could also be used to increase the ad size in magazines. Mr. McCarthy added that PD Style was a new initiative that was not in the budget last year, and funding sources had to be identified to pay for it. It was broken out this year so that a recommendation could be made separately for this item. Staff has been negotiating with the Desert Sun to bring down the price point. Mr. Hoehn commented that money should be invested where it can have the greatest effectiveness. He reported that he is on the board for the CVA, and the palm-desert.org website is ranked fifth in driving traffic to the CVA website. Kimberly Bowers said that the palm-desert.org website is ranked first in directing traffic to The Living Desert website. Michael Shimer moved by Minute Motion, that the proposed budget and media plan be recommended for City Council approval. Motion was seconded by Sara O Flynn and carried 7-0. Upon question, Ms. Gomez replied that the budget item for conferences and seminars was increased by $2,000 to allow for attendance at a Pow-Wow or possibly a FAM trip to Canada. She also explained that measures have been taken to become more green, such as printing on recycled paper, and encouraging people to go online to download documents for viewing. Ms. Harnik asked how many BrightSides are printed and mailed. Since David Hermann was not at the meeting, Ms. Gomez offered to get that information. She also said there have been no complaints that the BrightSide is published bi-monthly. Ms. Harnik suggested that in lieu of the PD Style, more content could be added to the BrightSide. 4

5 Upon question, Ruth Ann Moore listed the various advertising areas for Fashion Week. Mr. McCarthy said that even though the economy appears to be recovering, the status quo is being maintained. Some cost saving measures could open up additional resources, such as the possible contracting of running the Visitor Center, but no decisions have yet been made. Michael Shimer moved, by Minute Motion, that financial support for PD Style magazine be discontinued. Motion was seconded by Marlane Wolf and carried 7-0. VIII. OLD BUSINESS None IX. REPORTS FROM CITY COUNCIL LIAISONS A. City Council Mr. Spiegel invited the Committee to attend the presentation by the new CVA Director, Scott White. Mr. White will be coming to a Council study session on Thursday, March 24 th at 2:00. He also reminded the Committee that since Palm Desert joined the BID, the $800,000 previously spent with the CVA could be available if the Committee comes up with some great ideas for promoting the City. In his opinion, a major job is to bring in visitors during the summer months. Ms. Harnik said that with the addition of the Palm Springs Art Museum to the existing artistic venues, Palm Desert should also be known as a cultural city. X. REPORTS AND REMARKS A. Chair Ms. O Flynn remarked that the lot looks beautiful where the tent for Fashion Week will be and the event should be a great success. She was happy to report that foot traffic on El Paseo is incredible. She also encouraged everyone to attend the Center Lawn events at The Gardens. The next one is a complementary spa day next Wednesday from 10 until 2. Friday, March 25 th, will be the Furry Friends Fashion Show to benefit Guide Dogs of the Desert. Two Saturday rain-outs for the 13 th Annual Concert Series were to benefit the Shelter for the Storm and American Friends of Our Armed Forces. The Gardens made a donation to each since the concert could not be rescheduled. This week s concert is Will Donato to benefit Gilda s Club 5

6 Desert Cities. Ms. Loog said there was standing room only at the concert last Saturday. B. Committee Members B. Staff Ms. Bowers asked what kind of advertising is done within the Coachella Valley. Ms. Gomez mentioned the Desert Guide and TravelHost. Mr. Spiegel mentioned that Rancho Mirage has a television commercial. Ms. O Flynn added that The Gardens and El Paseo also advertise within the Valley. Ms. Moore stated that Palm Desert s campaign complements what the CVA and others are doing. Ms. LeMaster also added that Westfield has advertised online out-of-market at a low cost with good results. Mr. Shimer commented that business is great this year compared to last year. Last Friday, the water main was turned off and Tommy Bahama s couldn t open until 3:30. There was more revenue just from dinner than the entire day last year. Ms. Bowers reported that The Living Desert is running a Name the Jaguar Contest in partnership with the Desert Sun ending on March 21 st. Nearly 350 entries have been received. The winner will be announced at the press conference for the opening of the jaguar exhibit on April 1 st. Party for the Planet in conjunction with Earth Day will be on April 9 th. Brew at the Zoo was rescheduled from February to April 15 th. 400 tickets are still available. There may be less media coverage due to Coachella Fest starting that day. The Annual Zoobilee! Gala is scheduled for March 27 th at the Renaissance Esmeralda and is sold out. With a heavy heart Ms. Bowers conveyed that she has taken a position with the Mojave Desert Land Trust, which is two miles from her home in Joshua Tree. She will be resigning from The Living Desert and will be regretfully stepping down from the Marketing Committee. Jennie Rayner, who is Ms. Bower s supervisor, has expressed interest in representing The Living Desert on the Committee. Ms. O Flynn thanked Ms. Bowers for being supportive, wonderful to work with, and congratulated her for finding a position close to home doing what she loves. Upon question, Ms. Moore relayed information regarding how major businesses decide if they will open in Palm Desert. Leasing announcements are usually made late spring to early summer for store openings in the fall. She also related the latest information regarding the Red Lobster negotiations. She and Ms. Harnik will be attending the ICSC (International 6

7 Council of Shopping Centers) conference in May. Discussion ensued regarding the Western States Convention that used to be held in the Coachella Valley. Currently there is legislation called Stand With Main Street from the Alliance For Main Street Fairness. It is concerning the taxing of online-only retail companies. Nights for Fashion Week are selling out. The tent has been repositioned and framing has begun. Mr. McCarthy noted that because the City has done so many things right for so long, it is no accident that Apple chose to locate a store Palm Desert. Customers lined up around the block when the new ipad2 was recently released. Major tenants want to be here, but the challenge is getting them to pull the trigger. Bruce Nation reported that it has been two months since the opening after the renovations at Desert Willow. They have experienced great success in the restaurant. Music and Dining Under the Stars will be a Latin band on March 24 th and Chris Compton Jazz Trio on April 7 th. The golf course is averaging 400 rounds per day, which is about the maximum. XI. INFORMATIONAL ITEMS A. Visitor Center Report XII. ADJOURNMENT Ms. Gomez mentioned the Visitor Center report and clarified that the Information Disbursements are mailed as a result of requests. The OMA monthly activity reports shows that the numbers are up, reflecting positive results from the online program. The meeting was adjourned at 3:13 p.m. Jane Stanley, Recording Secretary 7