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HomeMy WebLinkAbout10/26/2005 - STAFF REPORTS (2) 2005-2006 Management overview: Villagefest is a profitable business that is a major weekly attraction for both a local and tourist audience. It is currently managed as an admiiristrative task within the Parks and Recreation Department. An event is produced each week from an operational perspective with little time or expertise available for managing it as the market drives opportunity it can be. It is currently run by a part time outsourced acting administrator under the direction of the Director of Parks and Recreation. Opportunity; Villagefest needs sustained efforts towards revitalization of the events to keep it fresh, new and exciting for both tourists and locals,which will drive traffic, increase revenue via fees and sales tax to the city and create an opportunity for attracting high quality vendors. Board Objectives: Run Villagefest as a business. Plan, create, execute a professionally well thought out revenue and expense budget, and monitor both on a monthly basis.. Short- term objective is a twenty percent growth (one to two years) with a seven-figure opportunity long term(three to five years.) Resolve and execute staff re organization. Filling the vacant position of Coordinator to administrate and run the event weekly, foster vendor relations, administrate billing,payment receipts,visual merchandising execution and to execute tasks assigned . Find a sourse for marketing, sales development, financial planning and execution, short and long term planning. Advertising and sales promotion planning and execution. This project may be outsourced to one or more individuals as independent contractors... Increase attendance. Draw and entertain Palm Springs, Coachella Valley residents and attract large numbers of tourists as a major entertainment attraction in Palm Springs by increasing the breath of merchandise, food and entertainment. Create a program to excite, interest,involve existing vendors.Identify those vendors we want to keep through,recognition, training,vendor meetings, communication, sub committees and incentives. Develop a proactive new vendor recruitment program to increase the quantity and quality of vendors. Especially in the fine arts, crafts, specialty food, certified farmers market and entertainment categories. Focus on better, wider product mix. Use on site recruitment, direct mail, special event publications and association, and current vendors. Make an all out effort to create a viable Certified Farmers Market to add cachet, interest and traffic. Increase awareness, attendance with current and new upscale visitors thru advertising and sales promotion. Television, PSBT co- op print advertising programs, small space ads featuring leading and new vendors in local publications and an on going PR campaign. Promote and foster co-op advertising and sales promotion programs with co-op ads, special events, direct mail, and tourist events with merchants, PSBT, convention center, art museum etc. Hotel concierge program Sales promotion materials at airports, hotels, restaurants Special events calendar Design and execute a standardized visual merchandising presentation Increase variety and appeal of entertainment for kids,teens and adults with a monthly calendar, staged setting and local talent.