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HomeMy WebLinkAbout3/5/2008 - STAFF REPORTS - 5.E. Page I of 6 David Ready From: Jeff Hacker ghocker@dc.rr.coml Sent: Thursday, February 28, 2008 2:36 PM To: david.ready@palmsprings-ca.gov Cc: citymanager@palmsprngs-ca gov; Jan.truscott@palmsprings-ca.gov; marilynn.hannon@palmsprings-ca.gov Subject: Palm Springs Food &Wine Festival Proposal Hi David, Lot me know that you get this one. From: Jeff Hacker [mailto:jhocker@dc.rr.com] Sent: Thursday, February 28, 2008 1:19 PM To: 'david.ready@palmsprings-ca.gov' Subject: Palm Springs Food &Wine Festival Hi David, Below is the proposal for the City of Palm Springs Green Education Pavilion at the Palm Springs Food & Wine Festival April 11-13, 2008. Please let us know if it is going on the March 5 agenda so that we can ask supporters to come speak at public comments. Thank- you for your consideration. M� A lA�� �TW 9i`iy� n Llaa.cxnn oa& q;Vr:i February 28, 2008 David Ready, City Manager City of Palm Springs 3200 East Tabquitz Canyon Way P.O. Box 2743 Palm Springs, CA 92262 Dear David, We are excited to announce a new initiative as a major educational component to the Palm Springs Food & Wine Festival at the Spa Resort Casino scheduled for April 11& 12, 2008 and April 13 at the Hotel Zoso. The event benefits the Culinary Institute of America endowed scholarship fund and locally, the Desert AIDS Project as the events fiscal agent. The following proposal will lay out a partnership & sponsorship plan to the City of Palm Springs for what has the potential to become the largest Food & Wine Festival on the West Coast. We will be promoting and publicizing Palm Springs as a "Culinary Destination"through our strategic partnership with tie Culinary Institute of America. City of Palm Springs: Green Education Pavilion I T EIVI RQ. 2/28/2008 Page 2 of 6 Our goal is to be the green benchmark for all future events in the City of Palm Springs. As Palm Springs spreads its new message of becoming the green leader in the valley, this event will help the City springboard that platform with an educational outlet at a major event. The pavilion tent provided for The City should include information on the Mayor's Conference, recommendations and plans from the Resource Conservation Committee such as those proposed at the joint study session between the City and RCC. Requested Funds from the City of Palm Springs: $15,000 • The City of Palm Springs Green Educational Pavilion partnership would include the purchase of plates, utensils and napkins made from both recycled paper products and biodegradable materials such as potatoes and sugar cane fibers. It would also be used in helping underwrite costs of cabling .for the Akeena Solar truck powering the event, canopy, signage, tradeshow easels and stantions to create an education environment for the public to visit. Included in the Pavilion: • Akeena Solar is a participating sponsor and will provide us with their self-contained solar panel power truck. Their truck will be highly visible at the April 12th event and will be used to remove as much of the event from the power grid as possible. They will also an educational exhibit. • Palm Springs Disposal Services will be providing their new recycling bins throughout the venue and provide us with large capacity trash and recycle roll-off bins. They will be educating the public about the July 2008 launch of their new single stream service- • Our water sponsor Fiji Water will create an educational rainforest environment to explain the need to protect our rainforests and the global enviromment. • We are currently in talks with ZAP! Of Palm Springs Electric Cars to provide shuttle service between the Spa Resort Casino parking lot and the venue. Overview: • The Palm Springs Food & Wine Festival is the only Southern California event with the backing of the Culinary Institute of America. • The Spa Resort Casino partnership allows the event to have spectacular mountain views, a downtown setting along with the benefits of a full service hotel and casino. The location is Andreas Road and the adjacent parking lots of The Spa Resort Casino, aka concert venue. This venue will allow us to build visibility for the downtown corridor- • Date: Friday,April I I through Sunday April 13, 2008 • The Palm Springs Food & Wine Festival will be an annual event bringing in estimated 2,000 — 3,000 attendees including tourists (see return on investment below) the first year and an ever increasing number in future years with an estimated 5,000-10,000 in year two. Current Partners: • The Culinary Institute of America,Napa Valley, CA &Hudson Valley,NY • Spa Resort Casino • Open Table • Palm Springs Bureau of Tourism • Palm Springs Restaurant Association • Palm Springs Hospitality Association • Palm Springs Chamber of Commerce QQQC� ?' 2/28/2008 — — Page 3 of 6 • Main Street Palm Springs • Inland Empire Film Commission • Cathedral City Chamber of Commerce • Rancho Mirage Chamber of Commerce • La Quinta Chamber of Commerce Current Sponsors & Partners: • Spa Resort and Casino • Wells Fargo Bank • Crown Printers • Mercer Capital • R& R Broadcasting • Viking Range Corporation • Fiji Water • Bristol Farms • Viceroy Palm Springs • Young's Market—Wine & Spirits • Akeena Solar • Cunard Cruise Lines • BMW of Palm Springs • Celebrity Tours • Cigar Aficionado Magazine • Wine Spectator Magazine • Palm Springs Life Magazine • Dime Magazine Event Overview: • Demonstrations from nationally known celebrity chefs 3 International Food Pavilions LP an Pacific 2.Taste of Europe 3.The Americas: Native American, South American &North America • Paired wine tasting in each of the food pavilions, featuring the finest wineries from California and Europe. • 25 local and 4 Los Angeles fine dining restaurants • Internationally themed strolling musicians and celebrity master of ceremonies • March 6d' Kickoff and Media Evening with Sara Moulton at the Williann Holden House. Visibility & Exposure: (Partial List) • Marketing: The Culinary Institute of America has offered to promote the event to their network of 40,000 alunmii through their newsletter, direct mail and e-mail campaigns. Through our partnership with Open Table, we'll implement promotions on their website to promote the festival to over 110,000 subscribers in Southern California. The Spa Resort Casino will also be a key partner to promote packages to tour operators direct mail campaigns, e-mail blasts through monthly newsletters and in-room promotions leading up to the event. • Advertising: Currently in discussions with the Palm Springs Bureau of Tourism, The Jones Agency, Palm Springs Desert Resorts Convention& Visitors Authority and the Spa Resort Casino for cooperative advertising campaigns. 660003 2/28/2008 Page 4 of 6 . Public Relations: Solicit media sponsors and coordinate a PR campaign throughout the United States, Canada, and Europe. In conjunction, we will implement a highly focused ticket giveaway campaign on Southem Califomia radio and TV stations. Return on investment: Based on bringing in 1,000-1,500 out of town patrons to a large scale world class Food& Wine Festival, the first of its kind in Palm Springs, will build over the next couple years to bring in an increasing level of Transient Occupancy Tax revenues to the City of Palm Springs. Additionally, there will be a significant increase in the exposure for Palm Springs restaurants selling the City of Palm Springs as a culinary destination_ Activities surrounding the festival will include celebrity chef wine dinners at participating restaurants leading up to the festival. The following numbers are based on projected Hotel Room Nights and Sales Tax Revenues over the next three years. Hotel Room Nights: 1.Year 1: 300 x $195 *ADR=$58,500 (TOT Revenue: $7,107.75) 2-Yea r 2: 500 x$195 *ADR= $97,500 (TOT Revenue: $11,846.25) 3.Yea r 3: 750 x$195 *ADR=$146,250 (TOT Revenue: $17,769.37) (*Average daily rate is based on an April 11-13,2008 date. TOT numbers are based on an average between 11.5% for small hotels and 12.8% for group hotels calculated at 12.15%) Sales Tax Revenues: The average person spends approx. $90 per day in Palm Springs shopping and dining(excluding accommodations). 1. Year 1: 1,000 x $90= $90,000 ($90K x 7.75%=$6,750) 2.Year 2: 1,500 x 590= $135,000 ($135K x 7.75%= $10,463) 3.Year 3: 2,000 x $90= $180,000 ($180K x 7.75%= $13,950) oa000��� 2/28/2008 Page 5 of 6 Media Impressions: The Palm Springs Food & Wine Festival will be promoted throughout the world to individuals, group tour companies, media, and TV networks including the Food Network. We are using every channel available to us through the various tourism organizations, hospitality partners in Palm Springs and the Coachella Valley and our partnership with the Culinary Institute of America. As we know from experience with large scale events, media impressions grow exponentially in ongoing years. Benefit to Residents of Palm Springs: . Selling Palm Springs as a culinary destination will show outside restaurateurs, retail food chains, and food specialty stores there is a marketplace for their business. • Residents will be able to walk to this centrally located downtown location We look forward to a long term partnership with the City of Palm Spring. Let us know if there is any additional information that you'll need for the decision malting process, or if you'd like as to make a formal presentation in person. For more information visit www.palmspringsfoodanL e.com. Sincerely, Jeff Hocker Carey Craig J. Hocker &Associates CW Production Company Executive Producer Executive Producer Wesley Cole Palm Springs Green Associate Producer Host Committee: Richard Milanovich, Chairman,Agua Caliente Band of Cahuilla Indians Roy Yamaguchi, Roy's Hawaiian Fusion Cuisine Michael Childers, Producer/Celebrity Photographer John Williams, Owner, INNdulge Nicolas Klontz&Mindy Reed,Zin American Bistro Joey English,Time Warner Cable&KNEWS Radio Barry Colman, Board of Trustee, Culinary Institute of America Sheri Davis, Inland Empire Film Commission Councilman Greg Pettis, Cathedral City Jeff Hocker,Executive Producer J. Hocker & Associates Biography: As Director of Communications for the Palm Springs Bureau of Tourism, I was the spokesperson for the City of Palm Springs, film and gay/lesbian liaison and traveled extensively worldwide to promote tourism through press trips, tradeshows and sales missions. I worked closely with all of Palm Springs hospitality partners to promote their amenities while doing regional cooperative advertising campaigns, marketing, branding and public relations initiatives to promote tourism to the City of Palm Springs. As president and owner of J. Docker & Associates my clients include, the California On Location Awards, Dann Foley Design, Healing Field-City of Cathedral City, Idyllwild Arts Academy, ldyllwild Jazz in the Pines, Joey English-KN) WS 2 & Time Warner Cable, Modern Homes, Senior Class- A Salute to the Baby Boomers, Spin Magazine, Zephyr Real Estate, Zin American Bistro, IN Los Angeles Magazine and the hugely successful One Night Only produced by Michael Childers. ©a0o95, 2/28/2008 Page 6 of 6 Carey Craig, Executive Producer CW Production Company Biography: As the president and owner of CW Production Company, Carey Craig is one of the premiere event planners in the United States. His corporate clients include: AT&T, California Pacific Medical Center, Showtime, Cirque du Solcil, San Francisco Magazine, KQED- PBS affiliate, Absolut Vodka and the University of California Berkeley. His non-profit clients include, but are not limited to: San Francisco Opera, San Francisco Museum of Modern Art, Project Open Hand, Glide Memorial Church and Grace Cathedral. D nssociates Public Relations, Strategic Marketing, & Special Events Jeff Hocker, Owner Palm Springs Office: 1500 South Calle Palo Pierro Palm Springs, CA 92264 Ph/Fax: 760-320-5272 San Francisco Office: 584 Castro St. Suite 341 San Francisco, CA 94114 Ph: 415-971-6204 www.jhockerandassociates.com No virus found in this outgoing message. Checked by AVG lace Edition. Version: 7.5.516/Virus Database: 269,21.1 -Release Date: 2/25/2008 12:00 AM No virus found in this outgoing message. Checked by AVG Free Edition. Version: 7.5.516/Virus Tatabase:269.21.1 -Release Date: 2/25/2008 12:00 AM OWN 2/28/2008 Pabe 1 of 2 David Ready From: Jeff Hocker Dhocker@dc rr com) Sent: Thursday, February 28, 2008 3:52 PM To: citymanager@palmsprings-ca gov; david ready@paimsprings-ca.gov Subject: PS Food &Wine. City of PS Support Price Breakdown Importance: High Hi David, Thank you for your efforts. Price Breakdown: City of Palm Springs Green Education Pavilion &Support of"Green" Items for Palm Springs Food &Wine Festival 2008 This is based upon 3,000 attendees. Tickets are selling well (The festival will be capped at 3,000 tickets sold/attendees) Green Items • Biodegradable Tasting Plates 3" (6,000 pieces 2 pp) $1,500 • Cocktail Napkins recycled paper(6,000 pieces 2pp) $ 350 • Recycled Paper Towels $ 200 • Utensils (forks, spoons etc.) (6,000 2pp) S 650 • Recyclable glassware (6,000 2pp) $1,600 • Recycled paper hot cups (1,200) $ 300 • Recycled paper cold cups (1,200) $ 400 • Recyled liners for trash rece tip call __ .__ .._ . $__450 Subtotal $5,450 Rentals for Green Pavilion & Main Pavilions • Drop power cabling for each restaurant/demo area 1.Master fr om Akeena Solar Truck (60 booths need power @ $100 per booth) $6,000 • 20 x 40 canopy for Green Pavilion $1,200 • Signage for Green Pavilion $ Boo • Video-monitor for viewing green initiatives_ _ _ ______$_ 450____ Subtotal $8,450 Total from Above _ _ $5 450 Subtotal of Both Numbers $13,900 Sales Tax_@_7.751o_. _ $107_7.25 Grand Total $14,977.25 Fr Bssuciates Public Relations, Strategic Marketing, & Special Events Gagoo"? 2/28/2008 Page 2 of 2 Jeff Hocker, Owner Palm. Springs Office: 1500 South Calle Palo Fierro Palm Springs, CA 92264 Ph/Fax: 760-320-5272 San Francisco Office: 584 Castro St. Suite 341 San Francisco, CA 94114 Ph: 415-971-6204 www.ihockerandassociates.com No virus found in this outgoing message. Checked by AVG Free Edition. Version:7.5.516/Virus Database: 269.21.1 - Release Date:2/25/20QS 12:00 AM 2/28/2008