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.