2003 09 30 RDAefr# 4 449ha
Redevelopment Agency Agendas are
Available on the City's Web Page
@ www.la-quinta.org
REDEVELOPMENT AGENCY
AGENDA
CITY COUNCIL CHAMBERS
78-495 Calle Tampico
La Quinta, California 92253
SPEC/AL MEETING
Tuesday, September 30, 2003 - 10:00 A.M.
Beginning Resolution No. RA 2003-16
CALL TO ORDER
Roll Call:
Agency Board Members: Adolph, Osborne, Perkins, Sniff, and Chairperson Henderson
PUBLIC COMMENT
At this time, members of the public may address the Redevelopment Agency on any
matter not listed on the agenda. Please complete a "request to speak" form and limit your
comments to three minutes. Please watch the timing device on the podium.
For all Agency Business Session matters or Public Hearings on the agenda, a completed
"request to speak" form should be filed with the City Clerk prior to the Agency beginning
consideration of that item.
CONFIRMATION OF AGENDA
Redevelopment Agency Agenda 1 September 30, 2003
BUSINESS SESSION
1. CONSIDERATION OF PUBLIC RELATIONS/MARKETING SERVICES FOR SILVERROCK
RANCH.
CHAIR AND BOARD MEMBERS' ITEMS — NONE
PUBLIC HEARINGS — NONE
ADJOURNMENT
Adjourn to a regularly scheduled meeting of the Redevelopment Agency to be held on
October 7, 2003, commencing with closed session at 2:00 p.m. and open session at 3:00
p.m. in the City Council Chambers, 78-495 Calle Tampico, La Quinta, CA 92253.
DECLARATION OF POSTING
I, June S. Greek, City Clerk of the City of La Quinta, do hereby declare that the foregoing
agenda for the La Quinta Redevelopment Agency meeting of Tuesday, September 30,
2003, was posted on the outside entry to the Council Chamber, 78-495 Calle Tampico and
on the bulletin board at the La Quinta Chamber of Commerce and at Stater Bros. 78-630
Highway 111, on Tuesday, September 23, 2003.
DATED: September 23, 2003
JUNE S. GREEK, CMC, City Clerk/Agency Secretary
City of La Quinta, California
Redevelopment Agency Agenda 2 September 30, 2003
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COUNCIL/RDA MEETING DATE: September 30, 2003
ITEM TITLE: Consideration of Public
Relations/Marketing Services for SilverRock Ranch
RECOMMENDATION:
AGENDA CATEGORY:
BUSINESS SESSION:
CONSENT CALENDAR:
STUDY SESSION:
PUBLIC HEARING:
Authorize staff to negotiate a contract for professional services with the selected
public relations/marketing firm.
FISCAL IMPLICATIONS:
Cost proposals submitted by proposing firms range from $350,000 to $1.4M. The FY
2003-04 Capital Improvement Program includes $3.1 M for professional services for
Phase 1 of the SilverRock Ranch project, of which $500,000 has been designated for
public relations/marketing services.
BACKGROUND AND OVERVIEW:
The Agency authorized distribution of a Request for Proposals (RFP) for public
relations/marketing services for SilverRock Ranch (Attachment 1) and identified a
Consultant Selection Committee at its August 5, 2003 meeting. The Agency Board
also requested that the Committee bring forward two to four firms for Agency Board
interview and final selection.
The Agency received twelve proposals; the Consultant Selection Committee reviewed
the proposals and selected six firms to interview on September 5, 2003, including:
inOne Advertising and Design
Hunt Weber Clark Associates
Kiner/Goodsell Advertising
McLaughlin Marketing & Communications
McMurry, Inc.
Riber Sports Marketing Group
Staff interviewed the six firms, ranked them, and then opened sealed cost
proposals. Based upon the interviews, the Committee recommended four firms for
interview by the full Redevelopment Agency Board, including:
McLaughlin Marketing & Communications 10:00 a.m.
inOne Advertising and Design 1 1:00 a.m.
Kiner/Goodsell Advertising 1:00 P.M.
McMurry, Inc. 2:00 p.m.
The firms have been invited to make a short presentation to the Board, limited to 20
minutes, followed by a 30-minute question and answer period. The original proposals
are included for Agency Board review (Attachment 2).
Staff noted considerable variance in format, structure, and recommended marketing
budgets in reviewing submitted cost proposals. The cost proposals submitted by each
firm are included for review and comparison (Attachment 3); however, it must be
noted that the final contract cost will be negotiated by Agency staff and is subject to
change.
The firms have been notified via phone and letter (Attachment 4) of the Agency's
$500,000 marketing budget. The firms have been asked to address any alterations
they would make in their proposals given this budget parameter.
FINDINGS AND ALTERNATIVES:
Pursuant to the City's Consultant Selection Procedures, the Agency is asked to select
the most qualified firm to provide public relations/marketing services for SilverRock
Ranch. Staff will then negotiate a contract with the selected firm. If those
negotiations are successful, staff will forward a formal contract to the Agency Board
for consideration and approval. To that end, the alternatives available to the Agency
Board include:
2
1. Interview the four firms and authorize staff to initiate contract negotiations with
the preferred firm for public relations/marketing services for SilverRock Ranch;
or
2. Interview the four firms and continue the matter to a future Redevelopment
Agency Board meeting to allow additional background/reference checks; or
3. Provide staff with alternative direction.
Respectfully submitted,
Mark Weiss, Assistant Executive Director
Approved for submission by:
Thomas P. Genovese, Executive Director
Attachments: 1. RFP for Public Relations/Marketing Services
2. Public Relations/Marketing Proposals
3. Cost Proposals
4. Letter to Public Relations/Marketing Firms
3
ATTACHMENT 1
Request For Proposals
The La Quinta Redevelopment Agency (RDA) is requesting proposals
from Public Affairs/Marketing firms to provide Branding/Logo,
public/media relations, investor relations, merchandising and
marketing services for the RDA's SilverRock Ranch Project.
In July 2002, the Agency purchased 525 acres that was once the
Ahmanson family ranch. Now known as SilverRock Ranch, the
RDA's goal is to develop a premier golf -oriented resort community
that encompasses two 18-hole golf courses, resort, passive
recreation and resort oriented commercial uses. The property is
adjacent to the Coral Reef Mountains and the private golf
communities of PGA West, Tradition, The Citrus, and The Hideaway.
GMA International has completed the conceptual master plan and
development program for this property, which was approved by the
Redevelopment Agency Board on May 6, 2003. The master plan
includes a preliminary routing plan for both golf courses, entry roads,
and identifies future hotel and commercial sites. The master plan
also includes a phasing plan (Exhibit A). Phases IA and IB have now
been conceptually approved by the RDA for implementation.
The RDA has selected Palmer Course Design Company as the Golf
Course Architect for Phase IA. The RDA has also extended the
contract with GMA International to provide support services during
the design effort. Roy Stephenson P.E. of Berryman & Henigar, Inc.
has been retained to provide development coordination services.
As a redevelopment project, SilverRock Ranch is envisioned as a
community asset — not only a recreational asset, but a financial asset
as well. The golf course, resorts and retail venues will generate
revenues to the City that are needed to maintain La Quinta's
exceptional quality of life. In the interest of facilitating the generation
of these revenues, the SilverRock Ranch marketing campaign is
expected to extend existing local awareness and anticipation to a
much broader public. The marketing campaign will help ensure high
usage from the resort's opening day onward by establishing
4
SilverRock Ranch in the minds of the golf, resort and retail industries,
travel agents, world travelers, businesses and Southern California
residents as a superb new destination resort.
The Public Affairs/Marketing firm is required to work closely with the
Redevelopment Agency Board, the project development team,
Palmer Course Design Company, and GMA international.
Workshops will be held with the Redevelopment Agency Board and
other key consultants to allow for meaningful input and exchange of
ideas in the development of branding/logo, marketing strategies and
other tasks preformed by the Public Affairs/Marketing firm.
Close coordination with the golf course operator is required to
avoid duplication of marketing efforts.
E
Exhibit A Phasing Plan
Desired Services
The firm is expected to become intimately familiar with the SilverRock
Ranch Project and provide input into ways in which the
planning/design/construction can contribute to its marketing potential.
The term of these services shall up to and including the grand
opening of the first Golf Course which is scheduled for early 2005.
Specific services should, at a minimum, include the following:
• Development of a branding/logo plan that clearly establishes
the theme and identity of SilverRock Ranch.
• Creation of a comprehensive and prioritized media relations
program that will effectively reach the targeted public utilizing
the opportunities provided by the design, construction and
grand opening phases. It is not necessary to identify specific
target media at this time; general categories will suffice.
• Creation of promotional campaign elements beyond media
relations that are recommended as part of a comprehensive
promotional campaign for SilverRock Ranch.
• Creation of a strategy to incorporate the Golf Course Operators
marketing efforts with use of the Public Affair/Marketing firm to
avoid duplication of effort and enhance each others capabilities.
• Creation of an initial message strategy and describe how the
marketing messages might change, or not change, with
different target audiences.
• Creation of the collateral pieces (printed and news media)
and/or advertising that should be produced to support the
SilverRock Project marketing campaign. Also, describe the
design philosophy to be employed in the development of those
pieces.
• Provision of a timeline showing when media relations and other
activities will occur, and production timelines for various
promotional campaign elements within each phase.
• Provision of assistance in event planning for, ground breaking,
pre -opening, and grand opening of the golf course.
• Assistance in marketing efforts with potential resort and
boutique hotels, casitas, restaurants and retail developers.
• Development of a merchandising plan to help promote the
project prior to opening of the golf course.
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Ranch Vision
The SilverRock Ranch's canvas spans 525 acres adjacent to the
base of the Coral Reef Mountains in the City of La Quinta. The
RDA's goal is to develop premiere hospitality and golf venues that
become must -see destinations in the Coachella Valley. The final
development will be crafted as if it had evolved over time by melding
the rich hues of the desert and strong architectural elements inspired
by the site with rusticated materials.
The Agency has discussed the proposed buildings architectural style
as one that captures a sense of lightness and beauty that's found in
styles similar to a California Colonial or other southwest Spanish look
or theme, keeping with the charm and character of the City of La
Quinta.
Environmental approvals have been secured to develop the following
uses on SilverRock Ranch: a 250-room hotel with a 10,000 square
foot conference center; 300 condo hotel or fractional units with up to
500 keys; two 18-hole public golf courses with a driving range and a
25,000 square foot clubhouse; one 9-hole public golf course; and
25,000 square feet of ancillary tourist commercial uses. Additional
approved uses entail passive park space, trails, and view corridors.
The RDA approved a Master Plan for the project in May 2003. The
Master Plan sets forth a preferred site development program and plan
that will guide the precise planning processes. GMA International
has been managing this activity and prepared the master plan and
associated documents. Their work will be available to the selected
organization. The RDA has secured funding to facilitate the
development of one golf course and associated improvements.
Additional information may be found at the project website:
www.silverrockranch.com
9
Regional Location
10
Ranch Location
11
Submittal Procedures
Proposal Packages and Submittal Deadline
A work proposal and a cost proposal are to be submitted in separate
envelopes, clearly marked with the consultant's name, address and
phone number. Work proposals are to be submitted in the envelope
marked "Work Proposal" and cost proposals are to be submitted in
the envelope marked "Cost Proposal."
Ten (10) proposal packages are due by 1:00 p.m., Friday, August 22,
2003, and delivered to:
Mark Weiss, Assistant Executive Director/Project Manager
La Quinta Redevelopment Agency
78-495 Calle Tampico
P. O. Box 1504
La Qu i nta, CA 92253
Contact Person
All questions regarding SilverRock Ranch and this Request for
Proposals should be directed to Mark Weiss via email at mweiss@la-
quinta.org.
12
Proposal Format
Respondents are encouraged to keep their proposals brief (not to
exceed 20 pages) and relevant to the specific work required.
Proposals shall include a minimum of the following items:
1. Work Proposal (Envelope 1) — Submit ten (10) copies limited
to a maximum of 20 pages.
A. Cover Letter
i. The name, address and phone number of the
contact person for the remainder of the selection
process.
ii. Any qualifying statements or comments regarding
the proposal and relevant to the information
provided in the RFP or the proposed contract.
iii. Identification of sub consultants, if any, and their
responsibilities.
B. Statement of Qualifications
i. A listing of project personnel including relevant
experience and resumes.
ii. Experience with similar work including names and
current- phone numbers of references for listed
projects.
C. Project Understanding and Approach
i. A narrative that details your understanding of the
project and how the organization will approach the
requested services.
D. Scope of Services
i. A description of the tasks, sub tasks, and specific
deliverables that will be provided.
ii. A description of the firm's current workload with
discussion of how this project would be incorporated
in to the firm's work schedule.
13
E. Schedule Requirements
i. The anticipated date for a Notice to Proceed is
September 29, 2003.
ii. Agency envisions an 18-month term for these
services.
2. Cost Proposal (Envelope 2) (Submit one copy)
A. A detailed cost proposal for all services and materials is
required including the direct and indirect rates (with
overhead) and percent of profit anticipated in completing
the services as outlined in this RFP. Man hours and
extended billing rates per classification of personnel will
be indicated for each defined task and/or sub task. A not -
to -exceed allowance for reimbursable expenses should
also be included within the cost proposal.
14
Selection Process
A Consultant Selection Committee will review the work proposals.
The Committee will select the consultants for interviews based upon
the materials submitted in the work proposal. The Committee will
interview selected firms and rank the firms. Only after the ranking
process is complete will the cost proposals be opened.
The Committee will negotiate a contract with the top firm that will then
be considered for approval by the Redevelopment Agency Board.
The successful firm will be expected to enter into the attached
Contract Services Agreement.
The tentative schedule is as follows:
Issue Request for Proposals
August 6, 2003
Proposal due
August 22, 2003
Oral interviews
September 5, 2003
Agency Board consideration
September 16, 2003
Start activities
October 13, 2003
This solicitation does not commit the La Quinta Redevelopment
Agency to award a contract, to pay any cost incurred with the
preparation of a proposal, or to procure or contract for services or
supplies. The La Quinta Redevelopment Agency reserves the right to
accept or reject any or all proposals received in response to this
request, to negotiate with any qualified source, or cancel in whole or
part this proposal process if' it is in the best interest of the Agency to
do so. Subsequent to contract negotiations, prospective consultants
may be required to submit revisions to their proposals. All proposers
should note that any contract pursuant to this solicitation is
dependent upon the recommendation of the Agency staff and the
approval of the Agency Board.
15
ATTACHMENT 2
Table of Contents
--
Cover Letter .............................. 1-2
industry. Kim and her team have handled projects of every scale imaginable, including
property branding and identity development, pre -opening media and marketing, pre- and
grand opening activities, along with sustained property media and marketing. inOne has time
and again delivered award winning results while working within defifte' d financial parameters.
Sub -consultant
Because of the high profile nature of this project, inOne has secured the resources of the
Sunrise Golf Group as a sub -contractor. President and founder Mark Tansey is a full-time
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B. Statement of
i. List of Project Personnel and Relevant Experience
Kim Allison, PRESIDENT
As President of inOne Advertising & Design, Kim Allison leads a talented team of advertising and
marketing communications specialists in creating award -winning campaigns and collateral materials
for golf and golf -related companies. The company provides high quality creative design, strategic
marketing solutions, and public relations for its broad spectrum of golf clients, including Arnold
Palmer Golf, Nike Golf Learning Centers, American Golf, the Tiger Woods Foundation,Anthem/Del
Webb, Meadowbrook Golf and Evergreen Alliance Golf Ltd., to name a few.
Prior to founding inOne, Allison served for seven years, as Director of Communications and as
Creative Director for the world's largest golf course operator, American Golf. Her
aecornplishments there included founding .and managing the company's in-house advertising
agency, which coordinated all marketing communications functions`for the companies more than
300 golf properties Allison's broad foundation .of communications expertise was honed in a variety
of advrtisiti environments, as well as in the publishing and rintin industries.
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Work Experience
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President inOne Advertising
Director..of Marketing Commuations/Cattive Dretor American Golf' Corporation
Marke[ing and Pudic Relations Manager Amencarl Golf Corporation
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Aetin :m: hdi:VMedia/l ve* ms Sierra Nevada Golf Ranch; Lake Tahoe,
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Awards and Accreditation
California State University, Long Beach
B.S. Marketing
2001 Summit Awards
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Bronze - Eagle Brook Country Club Collateral
Bronze - Pinery Country Club Brochure
2001 Phoenix ADDY Awards
Merit - Four Season's Catering Press Kit
2000 Phoenix ADDY Awards
Silver -The Classics At Lely Collateral (Mixed Media)
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2000Creativity 30
Gold -The Classics At Lely
(illustration & Design)
Gold -Putter Card (Design &Creativity)
2000YSMAI Awards
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Gold - Ag�c foret Directory
Bronze Tie Classics At Lely Ad Campaign
Bronze -The Cl tcs At.ely Collates
Bronze: -The National Co1f Club Collateral .
Bronzy - Sweetwater Putter Cara
Bronze Tribute,Ad Campaign
1�99 HSIli Awards:
Silver Ko'laaa flub A� Campaign
Selves PutnpW Ridg: Golf Club Collateral
Silver akhurs Cry: I r Club Ad Campaign
Silvef EYents And CE3rprorate Seres Collateral
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Mark Tansey, PROJECT MANAGER I
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Prior to entering the golf business, Mark worked as an executive in both the association
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management and facility management industries. Leveraging this experience, Mark joined American
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Golf, the world's largest golf management company, in 1,995. Working his way from a single course
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operator, Mark ultimately had responsibility for 75 clubs with combined revenue of $220 million.
After seven years with AGC, Mark joined Walters Golf, the largest golf course operator in Nevada, as
their Executive Vice President of Sales and Marketing. Mark successfully helped this portfolio of
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high -end resort facilities stop a trend of eroding market share despite dramatically increasing
competition and the lingering impact of 9/11. He then joined Leisure Industries, a time share and
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land development company, as their Vice President of Golf Operations. In this role Mark oversaw
the acquisition of the companies first golf course and created an operating division within the
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company to support additional properties.
A Cum Laude graduate of the University of Toledo, Mark has been directly involved with the1.
rof tabili, of literal hundreds of courses through h his career. His extreme broad ex enence has
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helped him to build one of the largest knowledge bases of best practices in the entire industry.
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Sunri a Golf G
President and Founder s roup
Vice Prestd ent of Golf Op. .....ns Leisure Industries
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Executive dice Prestdent of Sales and Markets rig Walters Golf
Corporation
National Directcit of Business Development American Golf
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Director of Sales and;1Vlarkettn g American. Golf Corporation
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Direcor: of Revenue anderces American Golf Corporation I.
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Regignal Sales and Marketing Directax American Golf 'Corporation
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Pre -opening --m— * .BrandinglN rket ngavents Trails of Frisco
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References
'Company
Contact/Position
Phone
Dan Drolet / CEO
Book4Golf.com
(416) 424-6669
Bill Kassul / President
EM Golf
(214) 924-7671
Michael Abee / CEO
Kradigm Golf
(949) 481-5928
Awards and Accreditation
University of Toledo
Cum Laude Graduate
Las Vegas Golf Marketing Cooperative
Member -Board of Directors
Certificate of Recognition
White House Communication Agency
Golden Key National Honor Society,:
Member
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Cindy Elliott, DIRECTOR OF PUBLIC RELATIONS
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Cindy Elliott has an extensive, twenty-year background in the Public Relations arena, primarily in
sports, hospitality, and entertainment. The last ten of those years she has been focused on
promoting golf -specific clients nationwide through golf -trade and consumer media, as well as
national television and radio. She also has in-depth experience creating and coordinating fam trips,
media tours, and special events.
Among her achievements, she spearheaded the Grand Opening of the Stratosphere Hotel, Casino and
Tower in Las Vegas. At the time, this Grand Opening was credited with being the single most successful
media blitz ever for a hotel property. The prints and media hits worldwide totaled in the millions, with
features on CNN, Good Morning Amenca,Today Show, E!, Entertainment Television, Entertainment Tonight,
Los Angeles Tunes, NewYork Tunes,TIME Magazine, Newsweek, U.S. News & World Report,The Wall Street
Journal, and others.
Pnor >to working with inOne, Cindy served as Vice President of Wills Communications, aLos
Hotels, Boston
Angeles -based public relations firm,her clients included American Golf, Hyatt
l�iarket, and the U.S. Postal Service, among others.
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Yice President Wills Communications
director of Pnhlie Relations Lo s.Angeles Memorial Coliseum
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Director of Public Relations Great Western Forum
416'mm Froje 'Experience
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Public an+d Media Relations
Public and Media Relations
Public and Media ReYattoris
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iReferences
Contact/Position Company Phone
i John Flaschner / National Director of Communications American Golf (480) 225-6881
Tom Frost / President Tom Frost Golf Management (562) 431-1700
Awards and Accreditation
University of California, Santa Barbara
B.A., Communications
United Neighborhood Council, Los Angeles
Member
PRSA Award
McDonalds Owners/Operators Association
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August 19, 2003
To Whom It May Concern:
It is with great pleasure that I provide you with a recommendation for Kim Allison and her
firm InOne Advertising & Design. Kim has created complete themes and marketing
collateral for many of American Golf's best courses, including Pumpkin Ridge in Oregon,
The Classics at Lely Resort in Florida, and Monarch Bay in Northern California.
During our association Kim has impressed me with her creativity and attention to detail,
which have led to incredible results. Her commitment and creativity makes working with her
a great pleasure. Specifically, Kim's work with Monarch Bay illustrates her unique ability to
manage multiple entities with varying objectives successfully. She effectively presented
concepts to the City of San Leandro Council for naming and branding of the property, as
well as assisted American Golf in developing pre -opening marketing strategies and
collateral materials, including designing logos to enhance our merchandise sales. Further,
along with Cindy Elliott, who is a seasoned PR professional in the golf industry, she
assisted in executing our pre -opening and grand opening media and public relations
initiatives.
You are welcome to contact me to discuss my recommendation in further detail. I am
confident in Kim's abilities to develop a unique and powerful marketing communications
program for your facility. -F
Sincerely,
Steve Harker
Regional Vice President
(510) 549-8948
Retyped for legibility.
13 .
The purpose of this letter is to recommend In One Marketing for golf marketing and public
relations. services. I have worked with this organization for over six years and have been
very impressed with their quality of work.
I was the General Manager of Celebration Golf Club, which is owned by The Walt Disney
Company, during the opening of the golf facility in October, 1996 through February, 2003.
We retained In One Marketing to execute our pre -opening marketing and public relations
plan. During this time I worked closely with Kim Allison on the opening of the golf course.
have found Kim and her team to be very creative, industrious and committed to
excellence.
In One Marketing was very instrumental in positioning Celebration Golf Club as a high end
daily fee golf course in the very competitive Orlando golf market. In addition, the course
was located in the adjacent downtown area which was part of the master planned
community of Celebration, Florida. Kim was very successful in creating a marketing
campaign that incorporated the downtown Celebration Hotel and golf loyalty programs for
the residents of the town.
In addition, In One Marketing was responsible for developing a public relations and
promotions plan. Kim and her team planned a terrific and memorable Grand Opening that
was attended by Disney Executives, Industry Professionals, and the course designers;
Robert Trent Jones, Sr. and Robert Trent Jones, Jr... During the event there were different
activities on each hole and a number of fun and challenging contests on the course. To
this day, after six years, I still receive positive comments from individuals that participated
in the event.
After six years, Celebration Golf Club has become one of the top rated golf courses in
Central Florida. Golf Digest has consistently rated the course "4 Stars" and it has played
host to a number of locaL.and national events; including the 2000-2002 National Buick
Scramble Finals and 200$ Florida State Public Links Championship.
In summary, I would recommend In One Marketing for golf marketing services. Their
experience and specialization in golf course promotions is outstanding. Being a PGA and
CMAA member since 1986, 1 have realized the importance of a solid and dependable
marketing firm. Kim Allison and her team at In One Marketing have always exceeded my
expectations and I would not hesitate to retain them for any marketing services in the
future.
For any additional information or questions please feel free to call me at your convenience
at 407-273-4653.
Sincerely,
Gary Piotrowski
Retyped for legibility.
15
August 22, 2003
Mark Weiss, Assistant Executive Director/Project Manager I
La Quinta Redevelopment Agency.
78-495 Calle Tampico
P O. Box 1504
La Quinta, CA 92253
Dear Mark:
It is hard to believe the day has come to begin the marketing program for a
project that has been'so highly anticipated by both the City and its
residents for many years.
Kiner/Goodsell Advertising has been pleased and honored to be the City's
marketing firm for the past five years, and has enjoyed playing,a role in the
City of La Quinta's economic development, business retention, community
services and public information efforts..
y
Due.in part to the fact that Kiner/Goodsell has assisted_ the City in
implementing successful'marketing plans for the last half decade, we're confident
we have the community knowledge, relevant experience and creativity to develop
an outstanding marketing program to help define SilverRock Ranch as a premier, yet
affordable, golf resort. destination — as wellas put it on the map among fine golfing
experiences around the country.
` Please consider Kiner/Goodsell as you look for a partner to. provide marketing efforts
that are on par with the CitYs :vision for SilverRock Ranch. Kiner/Goodsell
is especially looking forward to the prospect of working with a new entity of the City:
The La Quinta Redevelopment Agency.
- For the remainder of the selection process,' you may use the following contact
information:
Lea Goodsell _
Kiner/Goodsell Advertising '
73-101 Highway I I I
Patin Desert, CA 92260
Ph: (760) .773-0290
The 1(iner/Goodsell team looks forward to hearing from you to further explore
the- possibility of working with the City of La Quinta on this exciting new
development.
Best regards,
M .
Lea Goodsell
President
STATEMENT OF QUALIFICATIONS
Your Account Team
At Kiner/Goodsell, you will work with a collection of creative minds,
award -winning art directors and skilled marketing strategists. Your Account -
Team will consist of the following:
Scarr M. Knvm, CEO/MANAGING PARTNER
The son of baseball hall-of-famer and New York City sportscaster Ralph .
Kiner, Scott grew up in the broadcast booth at Shea Stadium and the studios of
Kiner's Korner. He went into broadcasting as a sportscaster in the late 70's and
�r
later worked .for major radio networks in North America and provided cAr
Al
commentary on cable networks such as ESPN.
i
Moving to. media management, Scott joined KCMJ AM/FM in Palm Springs in
1986. During his seven-year tenure as Station' Manager, the stations enjoyed
record audience levels, finishing #.I in the ratings. Scott also helped launch the
Coachella Valley Radio Broadcasters Association and served as its President. -
In 1991, the Inland Empire Business Journal recognized him as one of the
Inland Empire's Media. All -Stars.
Having worked. in the media for 22 years, Scott Kiner has a strong knowledge
of electronic media, and is 'a shrewd negotiator.
J ner/Goodsell knows go
Scott also has many valuable contacts outside the media that can be counted
•
on to make things happen. He likes to bring good ideas and good people
•
together. Through his charitable endeavors, he is actively involved in '
1 "Isorganizations
throughout, Southern California.'
t
K.INER/GOO-DSELL ADNERTISINC,
AUGUST, 2003
PAGE 2
Z
r
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�
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LEA GOODSELL, PRESIDENT/ACCOUNT SUPEW SOR .
• �J
Lea Goodsell is a seasoned professional in the agency business. A graduate
J i
of Baylor University -with a bachelor's degree in journalism and
radio/television/film, she has. been working in advertising for more than 20
years. She has a strong background in print and is an excellent copywriter..
A meticulous proofreader, .she is the control point for items leaving the
agency. Her creativity and -business acumen help ensure tangible results for
clients. ,
Lea has won several international marketing awards for retail advertising
from the International-Council..of Shppping Centers and is a Certified
Marketing Director as designated by that same organization. Her depth of
experience with retail and hospitality will prove invaluable as you work to
attract the best in each category.
Lea has served as the account executive for the Liberty Mutual Legends of Golf,
Tahgµitz Creep Golf Resort, Desert Willow Golf Resort, Marriott's Desert
Sprlhgs and Rancho Las Palmas as well as numerous retailers.
She'1's a past president 4 Junior League and secretary/treasurer of Media
Mavens. She ,is also a past president of the Advertising Federation of the
Desert, Lea also -finds the time to be actively 'involved with various charitable
organizations, including the YMCA, Women Leaders Forum,
Desert Commiinity,Foundation and the ChildretA Discovery Museum. y
KINER/CiooD.SELL ADVERTISING AUGUST, 2003 PAGE 3
P-1
_
ANDS CAMTR, ACC6UNT EXEcvnrVE
As an account manager for a major firm in Minneapolis, Andrea Carter gained
experience in many industries, working With'such clients as. General Mills,
- Coldwell Banker, Nextel, Cirque du Soleil and more = including a
pharmaceutical company, restaurant chain and golf event. As a public
relations specialist for the National Marrow Donor Program, Andrea traveled
internationally to coordinate segments and stories with national media such
as "Good Morning America," "The Rosie O'Donnell Show," MSNBC and USA
Today. She also advised series W writers on. programs -such as ER and Chicago
Hope regarding storylines involving bone marrow transplants.
■
Andrea also coordinated pubic relations and media events for the Coldwell
Banker Burnet Classic, a Senior PGA "lour event held annually in Minneapolis,
This event has ranked first in attendance of all.45 Senior PGA Tour events every
year, averaging 150,000 spectators.
Before moving to La Quinta, Andrea served as the public relations_ and marketing
coordinator`for the American Automobile Association in Minneapolis. In that
role, she served as a spokesperson for more than 150 media interviews and was
the assistant editor for .Home & Away, a regional travel. publication with a circu-
lation "of more than 95,000.
In addition to .being elected to the board of directors of the International .
Association of Business Communicators (IABC), Andrea is also a member of the
Public Relations Society of America (PRSA) and served as vice president of
public relations for Toastmasters International:
•
KINER/GOODS,ELL ADVERTISING AUGUST, 2003 PAGE 4
,SCOTT BURGH, DIRECTOR OF GRAPHIC SERVICES
Scott, a La Quinta resident and avid golfer, is an award -winning design profes-
sional with extensive experience handlinglmdjor national accounts. Before joining
Kiner/Goodsell, Scott spent four years atthe prestigious Los Angeles advertising
firm Johnson &• Murphy. Scotts work, which includes Emmy campaigns for such
outstanding television shows as "ER", "The West Wing" and "The Practice",
runs the gamut from billboards, posters, video boxes and print ads to magazine
covers for Variety and The Hollywood reporter and television commercials. He
has also. orchestrated campaigns for most of the major studios including Disney
and Warner Bros: Scott received two awards from PROMAX, the premier associ-
ation of promotion and marketing professionals in electronic media, at its'2000
awards ceremony. Judged from 1999's best promotional campaigns, Scott's work
won gold for the "3rd Rock From the Sun" Program/Movie Package Campaign,
and silver for "The Profiler" Print Campaign. In addition to serving as Director
of Graphic Services at Kiner/Goodsell, Scott also is a member of the marketing .
committee for the Desert Cancer. Foundation.
TOM JORDAN, DIRECTOR OF PUBLIC RELATIONS
Tom Jordan is an award -winning journalist who' joined Kiner/Goodsell in, March
2003 as the Director of Public Relations. Tom coordinates all the public
relations needs that come through the agency and has a unparalleled ability to
attract.,the electronic and print media to Kiner/Goodsell clients.
Prior to joining Kiner/Goodsell, Toro worked in the Public Relations -
Department at Eisenhower Medical Center in Rancho. Mirage. His
extensive media Background includes work as a broadcast journalist, mostA.
,
recently as -the primary evening news anchor for KMIR-TV, the NBC affiliate
in-fhe Palm Springs area.. While there, Tom co-anchored two Emmy
award -winning newscasts for coverage of the September,, 11 terrorist attacks.
:Prior to joining KMIR, he was, an anchor and reporter for an NBC affiliate in
Washington State. He was also a radio news anchor and reporter. in San Diego.
In addition to serving as Director of Public Relations at Kiner/Goodsell, Tom
also sits on the Board of Directors for the American Cancer Society.
KINER/000DSELL ADVERTISING _AUGUST, 2003 :PAGES
RELEVANT EXPERIENCE
i
Kiner/Goodsell has successfully served de following related clients, which
required similar services to those you are seeking for. SilverRock Ranch
(please see following samples, of work):
Desert Willow, Golf Resort — All Advertising and Marketing Materials for
• - 2000/2001< Gary Goodsell (no longer,there) 512/563-8344 -
Agua Caliente Development Authority- Media Planning and Special Event
Development. (Former Canyon South golf course -project on hold).
Kay Hazen 7601320-0165
Morningside — Membership recruitment materials.
Electronic and print. Sterling Jardi"n 7601324--1234
Desert Horizons Country Club -
- Award -winning Membership Recruitment Materials,
Terrie Miller (no longer there) 7601564--1344-
-Tradition Golf Club — 'Logo, Letterhead and Corporate
Communications Package.
Terrie Miller (no longer there) 76o1564-1344
gob Hope ChryAler Classic - All Advertising and Marketing in
995 (then went in-house with advertising blueprint from
:finer/Goodsell) Dawn Suggs 7608464184
he Skins Game — Marketing and Media Buyiag
dy Yossler 760/564-1088
to Carlsons Golf & Tennis - TV, Radio, Print, Collateral, In-
-Store Displays, etc. Pete. Carlson 7601568 3263
Western Golf Car — National /Local Print Advertising
and Marketing. Scott Stevens 7601343-1050
KINER/GOODS.ELL ADVERTISING AUGUST, 2003 PAGE 6
EVENT MARkETING LOYALTY PROGRAM
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KINER/GOODSELL ADVERTISING
AUGUST, 2003
PAGE 7
:KINER/GOODSELL ADVERTISING AUGUST, _2003 PAGE 8
1 i� I1
Pete
Carlson''
Golf&
Tuarris
KINER/GOODSELL ADVERTISING AUGUST, -.2003 PAGE 9 _
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Ken Venturi
r
Four Color Magazine old for Wester -
KinerlGoodsell negotiated Ken V's n Golf Car
- involvement '
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KINER/GOODSELL ADVERTISING AUGUST, 2003 , PAGE 1O
PROJECT UNDERSTANDING AND APPROACH
Kiner/Goodsell's -understanding of SilverRock Ranch starts with some research
and analysis to get a grasp of the market and target,.audience:
In this competitive market, a strong entry is imperative. The average holes per
100,000 residents in the Coachella Valley is more than 600 - this in
comparison to the US. average of 78.
However, the 30,000 residents of La Quinta are challenged. in their 'quest for
a,great round of golf at an affordable price in their hometown — which is
practically incomprehensible considering La Quinta's national reputation for
extraordinary golf as evidenced by the recent Robb Report article, among others.
However, the appeal of SilverRiock Ranch will reach much beyond La Quinta
residents and -visitors. Players from across. the Valley, Southern California and'
' other parts. of the country will be drawn to SilverRock's unique location tucked
in a quiet, preserved area of La Qtiinta with the regal backdrop of the Coral
Reef Mountains: And with each detail being so carefully and thoughtfully
brought to life by the Redevelopment Agency, there is no question that the .final
product will be unparalleled in the desert.
A,t6tal of three million visitors a year visit the area (Palm Springs Desert
Resorts Corivention &Visitors Authority), making tourism the Valley's _
largest industry. Here is an overview of the visitor market:
• Over 40 percent of visitors reside in California (34 percent from
Southern California; almost 7 percent .from Northern California):
_ • Over 57 percent. are repeat visitors;. averaging 2 visits during the
past 12 .months and 9 total visits to the Palm Springs area.
Nearly 65 percent of visitors cite "pleasure or vacation" as the
reason for. their visit.
• Nearly 44 percent of visitors, arrive in the area by'automobile.
• Over 60 percent stay in a hotel/motel.
The majority of visitors to the Valley are married (67A percent). _
• The average age of the Palm Springs Desert Resorts visitor is 43.
• The gross family annual income is $95,800.
KINER/GOODSELL ADVERTISING AUGUST, 2003 L PAGE 11
tf� Kiner/Goodsell's approach to marketing this project is two -fold. First.,
begin with a strong media relations campaligi4 to introduce SilverRock
to the public through the many stories of its creation (history of land
prior to development, progress updates, unveiling of plans and corporate
identity, etc.) and begin develbping and distributing promotional items.
Secondly, around this time period next year, build up to the first
course- opening by implementing a strong advertising, public -relations,
branding and promotional plan that establishes SilverRock Ranch as the
pemier new golf opportunity in Southern California.
SCOPE OF SERVICES
The positioning of SilverRock Ranch will build upon the City of La Quintis
forethought to fulfill a need that has existed for years — a marriage
between La Quinta's superior golf experience, and affordable golf play., The
following tasks -outline Kiner/Goodsell s strategy for branding SilverRock
RanHi and creating a real impact for the opening of the first course. Agency
responsibilities will be shifted to ensure your account team is well prepared for the
time which will be necessaryto achieve and exceed your goals. A strong team which
includes agency principal Lea Goodsell as the primary contact demonstrate the high
level of commitment Kiner/Goodsell has to this project.
LOwfft NDING.:
The most important "first step" will be to create a "look" for SilverRock
Ranch, beginning with the. logo. As you will see from the cover of this
proposal, Kiner/Goodsell is very enthusiastic about the prospect of working
on this -project — and has therefore already spent a great deal of time developing
• logo concepts for SilverRock. We hope one or more of them intrigues you, and
that -you will understand the level of commitment Kiner/Goodsell is prepared to
put forth for this project. An upscale logo will help cornmunicate the quality of the
course and entire project. As the initial component, it will set the tone for those which
r
follow. A strong tagline/positioning statement, will "er1advance the branding.
f
KINER/GOODSELL ADVERTISING, AUGUST, -2003 PAGE 12
4
Collateral materials will need to be produced and printed as soon. as the
logo is approved. These suggested items include:
• Stationery package (letterhead, envelopes, business cards)
• Mailing labels
• Folders (press kits, proposals) etc.)
` • Postcards (for distribution to local stores) once photography is available.
■ • Note cards/envelopes
Standard course collateral materials include:
• Score. Card
•. Guide to the course (sale item in pro shop and press kit piece)
• Rack card/Brochure
PUBLIcfflwu RELATIONS" '
r Major landmarks 'in the development of the course will be marked with events,
. and/or press releases. Smaller news items will be grouped in order to
maintain credibility with the press. and give each release significance and "legs".
Two tournaments are proposed prior to opening - one for the media and VIPs -
and another to benefit a selected charity. Each will result in a different ,
- type of PR,. one that will generate positive word-of-mouth and the other
r which will position thc'resort as a good neighbor — which is key for .the
development -conscious residents of La Quinta.
A tour will also be given to area concierges, meeting planners and sales
directors from the various hotels so they will be able to recommend thF_.
course based on firsthand knowledge. Promotional plan vouchers offering a
discount can be given -to concierges to share with their. guests. These
vouchers can then be tracked in order to recognize and reward those.
concierges who are sending substantial business to the course. If desired,
w a formal program can bedeveloped to allow the concierge to book the golf at
a wholesale rate and retain the difference between wholesale and retail as a
commission. Similar large scale programs can be developed with. meeting
planners in conjunction with the course operator.
KIRER/GooDSELL ADVERTISING AUGUST, 2003 PAGE 13
The groundbreaking and "ribbon cutting" ceremonies will be designed to
include Redevelopment Agency VIPs, City Officials, project developers,
contractors, etc. Special receptions for an inner circle will also be held
prior to each event.
,^ r
Of course, photography will be required to capture "beauty shots" of the
sigtiature hole, the clubhouse, etc. for use in. collateral materials, the
web site, to distribute with press releases and more. A video of the course
and clubhouse can also be produced in order to post'a streaming video on the
website and have B-roll available for television stations and for tourism
video inclusion. The overall progress can also be documented via
�-
photography and video for archival as well as PR use.
In addition, the course information will need to be continuosly updated with the Palm,
"
Springs Desert Resorts Convention & Visitors Authority in order to take
advantage of PR and advertising opportunities -offered through them.
Pi ss RELEMES will be distributed to a compprehensive list which includes the
following_ magazines. In the out-of-state publications,- we will include informa-
S.
tion will be included on stay -and -play packages to encourage coverage:
Alaska Airlines Magazine Golf News Magazine
S
American Airlines Magazine Golf Today Magazine'
America West Magazine Golf Traveler
Arizona, The State of Goff*, Golf World ,
' - Chicago District Golfer* The -Golfer._,
Colorado Golf Magazine* Inside Golf Newspaper
Desert Golf Links Magazine*
Inland Empire Golf Mid Ohio Golfer*
Executive Golfer NCGA Golf
Flagstick Golf Magazine Natural Golfer Magazine
r
Florida Golf News* Travel er Leisure- Golf
MFlorida Golfer* The Go#er ;
Fore Go iveek
Golf Canada * Golfer - The Great Golf Magazine
r
Golf Digest Affluent Gdfer
Golf Illustrated — United Airlines Magazine
- Golf journal
*regional golf magazines with a travel section
Golf Magazine
A
KINER/GooDSELL ADVERTISING AUGUST, 2003 PAGE 14
ADVERTISING
Traditional, as well as new media, will be utilized to tell the `story of
SilverRock. Ranch and inform the public as to itsaccessibility and allure.
-
Magazines will be a -primary component as the opening of the first course grows
near — creating anticipation, and top -of -mind awareness of the new golf experi-
ence in La Quinta. With over 40% percent of the'areas visitors, arriving
from the Los Angeles/Orange County area, those magazines -with a regional cir-
culation are most attractive as a second tier option for advertising.
In some instances, we are able to purchase front covers and guaranteed,
provided editorial. These placements.will communicate the significance of
the course opening and provide a tremendous reprint opportunity for the
press kit. Selected magazines targeting individual leisure travelers include:
f�
,Alaska Airlines Magazine**
Best Read Guide
Desert Golf (glossy)
.
Desert Golf Guide
Desert Gelyng Digest
FORE (SCGA) **
Golf News
_ Key Magazine
Orange County Go f (monthly email program available) **
Palm Springs Life Guide
Southern California Go*
Group -business will be -stimulated with advertising in:
Meetings in the West**
Newspaper s will also be utilized, with a special insert in The Desert Sun
heralding the opening and subsequent ads. encouraging play among residents
and visitors.
- - • The Desert Sun `
r•
The Press: Enterprise**
*cover opportunities -
**regional 77er 2 advertising ,
KINER/GOODSELL ADVERTISING
AUGUST, 200-3
PAGE 15
We will approach radio and television- outlets with trade proposals
initially, and depending on the response, consider supplementing with paid
schedules.
New media advertising, effectively using the jnternet to market the course,
will be essential as nationally 45% of all` visitors now use the Internet to .
plan and/or book their travels. The following we6sites were chosen based on
those that are listed first in search engines with the key words "Palm Springs '
golf' or "Palm Springs tee times or "La Quinta. golf": Jn many instances, they
were the same sites. Initial web sites with which we.would consider advertising in
the form of banner ads and hyperlinks and/or listings to prompt online booking
of tee times include:
• PalmSpringsUSA.com (M)
• PalmSprings.com'(privately held)
• InMmSprings (The Desert Sun)
• Desert-resorts.com (Palm Springs Life)
• Desertgo juide. com
• go ingpalmsprings. com
• Click4teetimes.cdm (16% commission)
• Palmspringsteetimes. com
There are many additional sites -with which we will .provide information for
listings and trade links, following the development of the web site,
including: '
• La Quinta Chamber of Commerce site
• Other Chamber sites as memberships allow
• Sites offered by go f wholesalers (as directed by staf )
• AOL Travel.(special package information)
• Travelocity (special package information)
• Yahoo. Travel (special package information)
Both would be finalized in conjunction with the course operator. -
In aU instances, we will -monitor the click -through rate and/or the number
of booking generated from each site in order to determine the efficiency and
return -on -investment. Arrangements will also be made -to work with the largest
wholesalers in the Valley including Par -Tee, Same -Day, etc. These wholesalers .
book in excess of 250;000 rounds per, year, including tournaments. At Desert
Willow "alone, they represent 18,000 rounds per year: Although these arrange-
ments will be made by the course operator; Kiner/Goodsell will be available for
recommendations and .to provide materials.
Advertising materials should also include a ra& -card- which will be
• distributed to all.area hotels and Chambers of Commerce via Certified Folder.
KINER/G_OODSELL ADVERTISING AUGUST, 2003 PAGE 16
PROMOTIONS '
Promotions will be an important "part of,�ncouraging play on the course and
■
will be driven by- course.performance. They will be respgnse driven' but
■
could include the development of a Stay & Play package with preferred rates r
- given to guests of area. hotels without their own course such as Embassy Suites. ,
Other promotional programs can- include:
• Frequent players program - preferred tee times, etc.
• Selected holiday or special event tournaments
• Table tents in La Quinta restaurants -
• Ladies/Kids' programs
• Radio station giygaways -
• Additional will be developed based on- expected T sheet
promotions performance }
and daypart occupancy rate
Promotional. items foi marketing purposes can be produced as as the logo
is completed andapproved, and can be distributed with press. releases and given
-
to VIPs.. Logo shirts can be worn.by those associated with the project to generate
additional exposure and anticipation. Promotional items include, but are not limited to:
'.
•:'Shirts -
- % Balls -- -
• Tees
• Hats
Additional logo items can be. developed and produced for We in the Pro Shop as neces- .
S -
sary and desired.
.
KINER/GOODSELL ADVERTISING AUGUST, 2003 PAGE 17,
1
1
.
SCHEDULE REQUIREMENTS - - - -
.
MARKETING PLAN TnIEi INE
2003
October
_ • .Marketing plan approval
• Press release sharing"master plan and unveiling new•logo
"
Press release announcing selected architect t
November
• Design an order stationery package (including letterhead, envelopes and v
.
business cards), mailing labels, note cards and envelopes, and folders for
proposals and press kits (to be continually updated with articles, press
releases, photos, etc.)
December
"
Link website to selected tourism websites
• •Order golf shirts with logo for promotion/early exposure
2004
January
• Press release on status of plans ,
• Begin design/look of on -site signage
February -
. Place media story on history of land/project/how City residents .benefit
.
- - March
• . Finalize frequent players program (if desired)
• Begin production of rack cards
.: April a
• Research and finalize media schedules/plans
• Photo opportunity for media as grading/land preparation begins
.
May
• Pass release announcing groundbreaking ceremony
• Groundbreaking ceremony
• $egin promotional video -and B-Roll"
- June
• Approach broadcast media with trade proposals
Begin planning grand ' opening events
KINER/GOODSELL ADVERTISING AUGUST, 2003 PAGE 18
July
• Begin design of course guide
• Design table tents/promotional materials for local promotional partners .
/ e
August
• Develop magazine. ads
Design score card (pending finalization of course layout — can be done
earlier if information is available)
• Order additional promotional items (golf balls, tees, hats; etc.)
September
• Create newspaper ads
_
Press release with general course information/signature hole/photo ,
• Finalize opening activities/invitation_lists
October .
• Photography sessions (beauty shots) for print and video
• Begin advertising in key golf publications, travel publications and
regional newspapers.. ,
SBegin
banner advertisements on local tourism websites
• Give Larry' Bohannan (golf writer with The Desert Sun) and other targeted
media a tour of grounds
November
• Press releases for media and charity tournaments
• Design postcards
December
• Press .release for golf course's opening
• Media tournament .
• Charity tournament .
2005
.
January
• Media blitz to coincide with golf course opening to public
• , Submit course to golf publications for rankings, etc.
KINER/GOODSELL ADVERTISING AUGUST, 2003 PAGE 19
In addition to providing assistance in creating tremendous anticipation as well as
initial and continuing usage of the first golf course, Kiner/G,.00dsell' is ideally suited .
=� to work with thc„ U Quinta Redevelopment. Agency. to help 'attract an upscale flag
for the hotel and quality retailers to S& rRock, Ranch through the creation of
strong collateral materials. Following the creation of a collateral .piece about the
project as a whole (cost included), media placements and direct mail to prospective
. targets could follow after this initial 18-month contract. (costs not included)
i Our background in- economic development with the Coachella Valley Economic
Partnership as well as the City, our -familiarity with the International Council of
Shopping Centers, their events and .related publications as well as our extensive .
'
knowledge of golf and golf promotion, make us. the perfect partnerfor this project.
- We appreciate your consideration and look forward to_developing additional ideas
with you as the city embarks on this' momentous undertaking.
'KINER/GOODSELL ADVERTISING AUGUST, 2003 PAGE 20 ,
'Congratulations to the `Mts �4 �za �uinta
Congratulations! It's very exciting for La Quinta to have the honor of debuting "The
King of Golf's" first public layout in the Coachella Valley!
Benefits for SilverRock Ranch
Thank you for your confidence in our capabilities to brand position SilverRock Ranch
with an unparalleled position in the marketplace as a world -class signature property. We
have a breadth of experience in branding and marketing golf, economic development,
international sporting events and tourism, which will greatly benefit this project. And, a
significant benefit to the RDA is that we have collaborated with one of the leading eco-
nomic development experts in the country. Christine Van de Yacht is well -versed and
experienced in private/public, municipal redevelopment, economic development projects
and partnerships.
Our standards demand:
• That we provide award -winning creative, personal service and a commitment
to our clients as a collaborative partner on each and every project
• That we have the resources to deliver an exceptional product at an affordable price
We can help you be successful. As your marketing partner, we will work closely with your
team to review planning/design, construction and give meaningful input into the devel-
opment's long term marketing potential and community benefits. We want you to
accomplish your goals without compromising the high standards that have made La
Quinta one of the most respected and forward -thinking communities in California.
We Have Demonstrated Results
We have experience working with golf management firms from American Golf, OB
Sports, Club Corporation of America, Troon Golf, artd{Golf Enterprises, Inc. to Western
Golf Properties. Here's a sampling of where this Team has demonstrated exceptional
results for our clients.
MARKETING GOLF PROPERTIES
Westin Hills Mission Golf Resort
Heritage Palms Golf Club
Indian Wells Golf Resort
The Legacy in Las Vegas
Callaway Golf Performance Center
MARKETING SPORTING EVENTS
PGA Championship
World Series of Golf
The 1997 Skins Game
Nabisco Dinah Shore
Indianapolis 500
Pacific Life Open
MARKETING RESORT PROPERTIES
Miramonte Resort
Hyatt Grand Champions
Renaissance Esmeralda Resort
Indian Wells Resort Hotel
Case Study — Nabisco Dinah Shore
Challenge: Develop a new promotion to increase event pre -sales which
was $25,000 annually.
Solution: McLaughlin determined that rounds of golf, club membership benefits
and clubhouse badge to the LPGA event would generate additional
sales. Strategic alliances were created with key partners and the
Tournament introduced The Golfers Getaway Club.,
Outcome: 1st Year — $137,500 in pre -sales - a phenomenal 550% increase in revenue
3rd Year — $250,000 in pre -sales - a 1,0000% increase in revenue
Tournament revenue, attendance and awareness all increased significantly.
Case Study — Miramonte Resort
Challenges: Create a name, brand identity and marketing collateral fora resort in
conceptual stage. Pre -selling groups relied on establishing credibility with-
out a tangible product.
Position the former Erawan Garden property (Asian- themed property
that was in disrepair) to a national audience as a new first-class boutique
hotel unique to the desert.
Additionally, a new name, identity, positioning statement and printed
materials were on a fast track just one year prior to opening.
Solution: Watercolors created the new Tuscan position and soothing retreat theme.
Tuscan architecture and European influence was heightened as unique
to the marketplace.
Outcome: Award -winning collateral and logo positioned Miramonte positively
in the group and leisure markets. Pre -sales exceeded corporate forecasts.
Case Study — Westin Mission Hills Resort Courses
Challenge: Create a successful marketing communi-
cations plan to increase revenue and estab-
lish name recognition for the Westin Pete
Dye Course. Establish the Gary Player
layout as the only public course in
Southern California. When we were
retained thete hadn't been a marketing
firm representing the "courses." Marketing
was being handled by the Westin Resort
primarily for "golf packages."
Solution:
..p
Integrated marketing campaign and
promotions that included various media
and publicity throughout Southern
California with a $100,000 annual budget (including the agency's fee).
Outcome: $750,000 in revenue resulted from an investment of $100,060.
In addition, the courses established a stronger identity; the resort benefit-
ted from the cross -promotion and began working in tandem with the golf
management firm.
If
How Would We Market SilverRock.?
Armed with all this knowledge and experience, we asked our-
selves what would we do to market SilverRock? Since the first
phase of the project is the championship tournament golf
course, the concepts presented here are focused on "golf and
tourism' marketing. When appropriate the national retailers
will be added to the target markets.
There are a lot of unknown variables at this point in the pro-
ject, but we would like to offer a few examples that came out
of our "brain -storming" sessions.
Publicity
• Host writers who cover meetings, golf and resort destinations on FAM
(Familiarization) trips to SilverRock and pay for their transportation, lodging,
food and entertainment. Reporters would be pitched stories relevant to their
publications so the project and city would receive editorial coverage. For key
publications, hand pick top media and tie into one of the city's main events -
the Bob Hope Chrysler Classic
• Arnie Palmer, one of La Quintas gems, would be a primary media
spokesperson
• Stage a pre -opening media event at Arnie Palmer's new La Quinta restaurant
prior to facilities being available at the site
• "Grand Opening" media coverage by key Southern California media outlets
• Pitch editorial coverage of the world -class destination resort amenities to
regional and national publications which cover meetings and conventions,
hotels and golf destinations
• Leverage updates by crafting releases/ pitches that report and yet highlight
what SilverRock, Arnold Palmer and La Quints has to offer
• Conduct anon -going monthly public relations campaign (be a news bureau
for the project) leveraging the plans, promotions and programs developed by
the project .to the appropriate target markets
• Utilize community resources by working closely with La Quinta and all val ley
chambers of commerce and CVA to display materials and host events. Piggyback
with CVA for the benefit of their fam trips
• Create a top-notch press kit to provide an overview of the destination, and to
highlight the various story possibilities. Take great care to showcase to the
editor that here is something their readers/viewers will want to know about
It's "soft news" rather than just sales facts
Marketing & Promotion
• Contests to win free rounds of golf and one "fab" foursome meets and greets with
Arnold Palmer
• Coordinate local promotions and merchandising with La Quinta Chamber and
local businesses
• Merchandising via cross -promotion with the selected golf course management
firm at their other facilities (private, semi -private and public) through their print
advertising, on -site collateral, displays, publicity and direct mail databases
• Merchandising and promotion in Southern California with non-competitive
strategic partners. Include giveaway promotions with limited -edition commemora-
tive gifts and stay and play packages to be among the first to play the first course that
Arnie built
• Market to corporate travel planners via direct mail, email and interactive Web
sites designed for planners with incentives to book group and tournament business
• Increase repeat business and customer loyalty with preferred packages and bounce
back offers
• Create off-peak incentives for loyalty from residents through creative promotion
• Utilize direct mail aimed at SilverRock "profile" with targeted promotions we
know they will be interested in
• Prior to the resort opening, create a hotel partnership to offer stay and play pack-
ages. This alliance could be with La Quinta Resort and include an overnight stay
and two incredible rounds of golf at the Arnold Palmer Course at SilverRock and at
PGA WEST
• Book advance tee times with Internet and e-marketing
Critical Path
If retained, this woul&, be our
initial critical path for the
project:
First and foremost... brand-
ing, branding, branding....
It is the cornerstone of the
entire communicatigns
program! Branding will dis-
tinguish SilverRock from Desert Willow Golf Resort to the Marriott Desert Springs
and any competitive "golf resorts" in the Coachella Valley.
The brand identify includes the logo, positioning statement, color palette, advertis-
ing, public relations, promotion — the essence of the entire marketing campaign.
It is also important to brand the Arnold Palmer' Championship Tournament Golf
Course as the first public or "citizens" Palmer -designed course in the Coachella
Valley. And, create a positive association for the public course with:-
• The other Palmer private courses in La Quints acid surrounding valley cities
• The golf icon as a part-time resident in La Quinta since incorporation
• The new restaurant
• The Bob Hope Chrysler Classic
Our team will work closely with you to solidify a branding strategy that ensures
that SilverRock becomes a financially successful asset for La Quinta.
First 90 days — the creation, presentation and approval oh
• Brand identity system, including round -table fact-finding meetings with the City
staff and SilverRock Ranch partners
• Provide preliminary concepts
• Begin research on short and long-term objectives and identify target markets
• Research advertising venues and public relations editorial calendars
• Develop a preliminary fiscal year budget, including monthly forecasts
• Begin development of a merchandising program to generate pre -opening revenue
and awareness
• Identify potential strategic alliances for fusion marketing programs
Second 90 days — the creation, presentation and
approval of:
• Fine-tune branding identity concepts such as logo,
positioning statement and color themes, photogra-
phy and copy style
• Develop strategic marketing plan which includes
detailed public relations and media relations, adver-
tising, merchandising, promotion, strategic alliances
and collateral such as brochures, special events,
Web/e-marketing
• Complete fiscal year budget and update monthly forecasts
• Finalize timeline for Strategic Communications Program
• Design an'if develope detailed media kit, including feature ideas — such as
Arnold Palmer's first public course in La Quinta — for regional and national
travel and golf media
• Distribute initial press release announcing progress of the Arnold Palmer
Championship Tournament Course to select regional and national news media
to start buzz about Palmer's first public golf course in the Coachella Valley
and as the first course centerpiece for SilverRock Ranch, La Quintas premier
destination resort
rd
• Redesign SilverRock's Web site incorporating approved branding and with
news about course construction, development details about other facets of the
resort, photos, etc.
• Negotiate for strategic alliances and promotions *
We feel these are the initial steps and strategies that have proven successful in the past
and we know they are essential for building the right foundation for a short- and long -
range Strategic Communications Program.
However, to be successful, we need to be creative, produce results and evaluate goals and
objectives the project develops as new partners come on board.Our Team is flexible to
meet any changes and adjust strategies and timetables to meet and exceed your goals and
expectations.
We thank you for the privilege of being considered to become part of the team as a
marketing partner for:
La Quinta Redevelopment Agency's SilverRock Ranch Project.
O
I) NAME AND ADDRESS OF CONTACT PERSON(S).
Primary: Secondary:
Stephen Williams Bruce Nilsson
VP/Business Development General Manager/VP
McMurry, Inc. Creative Director
ioio E. Missouri Avenue 602-427-0305
Phoenix Arizona 85014 mobile:602-757-4239
602-427-0181 brucen@mcmurry.com
Mobile: 602-757-5475
stephenw@mcmurry.com
lI) QUALIFYING STATEMENT/COMMENTS RELATIVE TO THE RFP.
McMurry, Inc. has expressed a sincere interest in the
SilverRock Ranch project considerably in advance of the
Marketing RFP. We visited the site with GMA International,
the development master planners, early in 2003 and expended
considerable time understanding the conceptual master plan
and development program for the property. We responded to a
request by GMA International to assist them in naming the
development, which culminated in both a public and City
Council vote in favor of one of our recommended names,
SilverRock Ranch.
Traditionally, a thorough brand strategy is developed prior to
naming a project. As a comprehensive brand strategy for
SilverRock Ranch has yet to be estoblished, a review of the
projects name should be considered at the initiation of the
assignment.;.
With a staff --compliment of 74 full—time employees and
capitalized annual billings in excess of $6o million, McMurry is
uniquely positioned to fulfill the requirements of the Public
Affairs/Marketing RFP. The following marketing communications
disciplines are completely in-house McMurry resources.
• Full service public relations/advertising
• The largest custom publisher in the U.S.
• Sophisticated database marketing division with both
print and e-marketing expertise.
III) IDENTIFICATION OF SUB CONSULTANTS .,AND
THEIR RESPECTIVE RESPONSIBILITIES.
a) .Master Development Consultants
CONSULTANT EXPERTISE: Internationally recognized Master
Planners specializing in golf resorts.
The conceptual master planners of SilverRock Ranch.
CORPORATE ENTITY: GMA International
PRINCIPAL/LEAD CONSULTANT: Gil Martinez
RESPONSIBILITY: To appraise McMurry of past, current and future
issues related to the development's master plan. To evaluate
McMurry strategic, tactical and creative endeavors relative to
this project to ensure conceptual consistency with the approved
master plan and to monitor phasing implementation of the Plan.
b) BrandStrategy Consultants
CONSULTANT EXPERTISE: Leading, internationally recognized
Brand Strategist and author of the recent Desert Springs CVB
brand analysis and marketing study.
CORPORATE ENTITY: BrandStrategy, Inc.
PRINCIPAL/LEAD CONSULTANT: Duane E. Knapp
RESPONSIBILITY: Advise McMurry on a results —oriented Brand
Strategy for SilverRock Ranch and provide assistance in
development ofa legitimate "brand promise" to be embodied
in promotional/marketing materials.
c) Brand Identify and Design
CONSULTANT `EXPERTISE: Palm Desert/San Diego -based brand
identity/design expert with a specific specialization in creating
highly effective brand identities for desert —based golf resort and
hospitality entities. Client list includes The Western Mission
Hills, Marriatt's Desert Springs, Rancho Las Palmas, PGA West,
La Quinta Resort & Club, Citrus, Mira Monte and Tahquitz Creek.
CORPORATE7ENTITY: Maxk Palmer Design Corporation
PRINCIPAL/LEAD CONSULTANT: Mark Edward Palmer
RESPONSIBILITY: Provide design and graphic consultation relative
to the SilverRock Ranch mark/logo, establish a look and feel
consistent with the Project's historical and cultural sensitivities.
Requirements include creating a memorable image that is appro-
priate for a world -class, mixed -use destination golf resort.
d) Golf Event Promotion and local Cultural/Historical Guardian
CONSULTANT EXPERTISE: Local La Quinta—based expert in
managing PGA caliber events, destination resort management,
and public relations. A founding board member of the La Quinta
Historical Society, active member of�the Palm Springs Desert
Resort Convention and Visitors Authority and Vice Chairman of
the Hospitality Industry Business Council (Marketing and
Branding Committees).
CORPORATE ENTITY: N/A
PRINCIPAL/LEAD CONSULTANT: Judy Vossler
RESPONSIBILITY: Provide expertise and influence to promote
SilverRock Ranch as the preferred host of PGA caliber events.
Utilize extensive contact base to help promote the development
to influential corporations, golf entities and preferred hoteliers.
To provide consultation on matters of historical significance to
ensure that project marketing recognizes and is sensitive to the
unique history of the La Quinta area.
e) Local/Regional and National Public Relations
CONSULTANT EXPERTISE: Development, marketing and
promotional public relations interface with all key project
team members; unique and thorough understanding of roles
and responsibilities, timing and implementation of resources
for maximum benefit, cost -savings and project exposure.
CORPORATE ENTITY: N/A
PRINCIPAL/LEAD CONSULTANT: Carol Ackerman
RESPONSIBILITY: Utilize her 30 years' local, regional and
national experience in similar real estate development
projects, political and capital campaigns, international product
development and marketing experience, as well as her intimate
institutional involvement in SilverRock Ranch. Leverage her
first -name -basis relationships with key golf and resort
designers, media, equipment and apparel manufacturers, as
well as CEO's of development vendors with an expressed
interest in vertical components of the Project.
f) National and Regional Tourism/Hospitality Consultant
CONSULTANY• EXPERTISE: Former State Tourism Director/Manager
for: Greater Fort Lauderdale, Florida; State of Arizona; Boston,
Massachusetts; Albany, New York; Buffalo, New York. Led a
13—member Western States Tourism Policy Council as an
officer and Chairman for 6 years. •
CORPORATE ENTITY: N/A
PRINCIPAL/LEAD CONSULTANT: Mark McDermott
RESPONSIBILITY: Provide depth and insight specific to tourism
and hospitality issues, with a particular emphasis to attracting
"out of region" visitors, individual and group recreational tourists,
family vacation, and corporate meeting/convention planners.
STATEMENT OF QUALIFICATIONS
I)PROJECT
PERSONNEL, RELEVANT EXPERIENCE, RESUMES
a) Stephen Williams, VP/Business Development
For more than 15 years, Stephen has served as a senior
marketing consultant to top Fortune i000 companies. He has
been the driving force driving behind strategic efforts for such
companies as Owens Corning, The Certainteed Corporation,
Pella Windows and The James Hardie Corporation. Stephen was
recently appointed to the prestigious International Board of
Directors of the U.S./Russian tourism and culture initiative
Russian Heritage Highway Foundation. Fellow board members
include the Honorable Mikhail Gorbachev, former Prime
Minister of the Soviet Union. Stephen's keen marketing ability
also led him to Knapp Communications, founder and publisher
of Architectural Digest, Home Magazine and Bon Apetit. Most
recently, Stephen was an executive at Hanley -Wood LLC, where
he led their consumer publication division which included the
House Beautiful SIP magazine portfolio. Stephen received an
Honors degree in Business Administration from the University
of Western Ontario.
b) Bruce Nilsson, General Manager/VP/ Creative Director
As a recipient -of numerous local, national and industry
creative awards, Mr. Nilsson has established himself as one of
the leading creative talents in Arizona. A copywriter by trade,
he has worked on numerous travel/tourism accounts, including
DoubleTree Hotels, Wyndham Hotels, Club Corporation of
America, Phoenix Conventions and. Visitors Bureau, AmFac
Parks and Resorts and Orange Tree Golf Resort. Other account
experience includes ITT, Ironite, and Rifle (golf shafts).
Nilsson will jointly lead the SilverRock Ranch project with
colleague Strephen Williams. Nilsson will lead creative strategy
and execution, oversee other members of the creative teams,
including sub -consultants and present work to the RDA and/or
Project Team as necessary. Nilsson is a graduate of Iowa State
University, with a B.S. in Journalism and Mass Commun-
ications. Awards include ADDY, Obie, Andy, Telly and various
industry awards for clients.
c)
Jodi Deros, Senior Art Director f Jodi brings an abundance of travel a i.d tourism experience to
the SilverRock Ranch project, having lead creative teams on
such accounts as The Detroit Metropolitan Convention and
Visitors Bureau, University Park Hotel at MIT (a Doubletree
product), The Island of the Bahamas, Four Seasons Hotel, and
The Ritz -Carlton. With over 12 years experience, she has
delivered award -winning style and inventive design for
everything from package design and advertising, to direct mail
campaigns. Awards garnered include The New England HATCH
Awards, Print, H S MAI, The John Caples Award and Bell
Ringers Award.
d) Adonica Gower, Director Client Services
Adonica brings to the SilverRock Ranch project broad travel
and hospitality experience in advertising and public relations.
Having served as in-house public relations counsel for
Westward Look Resort in Tucson, Adonica oversaw PR activities
for this historical, Tucson landmark resort including a
complete renovation back to its guesthouse roots, the addition
of a full -service spa and a new chef introduction. In addition,
she currently supervises day-to-day activities for The Ritz -
Carlton, Phoenix and has previously directed marketing and
advertising proj6cts for the historic Arizona Biltmore Resort &
Spa and Best Western International.
e) Rodney Alling Copywriter
Rodney comes to the Phoenix market by way of Madison,WI.
A graduate of both the Art and English disciplines at the
University of Wiscons in-Whitewater, he has over 12 years of art
direction, copywriting, design and technical consulting
experience. From local to international, he has worked on
major accounts through agencies based in Madison. Rodney has
helped build brands, and conceptualize and design collateral
for: University athletic programs, outdoor companies, medical,
business -to -business, and consumer companies. Other client
work includes: Ohio Medical, American Family Insurance,
The Mayo Clinic and Fiskars Corporation. While -art directing at
Campbell -Lacoste in Madison, he wrote and designed for
Remington Arms, Perception Kayaks, 3m and St. Croix.
f)
L`:
Darren Halbersma, Graphic Designer,{
Darren hails from Minnesota and joined McMurry in March of
2003, bringing with him a broad range of design capabilities.
He obtained his graphic design degree from South Dakota State
University where he worked on promotional materials for the
S D S U Visual Arts Department and delivered a presentation to
the State legislature on behalf of the University, both of which
boosted public awareness of design study and the visual arts as
a legitimate career. In z999, he began working at Campb.ell-
Lacoste in Madison, Wisconsin, and has won industry awards for
logo design and interactive media design for the past three years.
g) Bruce Woodward, VP/Database Marketing
Bruce brings 18 years management and marketing experience to
the project. His love for direct marketing is rooted in a firm
belief that good marketing is measurable and accountable for
positive ROI. From 1987 to 1994 he owned and operated a direct
marketing franchise of American Advertising Distributors. In
1994., Woodward joined McMurry. During his nine-year tenure,
he conceived and staffed our in-house database marketing
department. Bruce and his staff process 30 million records
annually for a diverse national and international clientele.
Woodward is an active member of the Postal Customer Council
(PCC) and Direct Marketing Association (DMA), as a delegate
and conference speaker. He currently serves on the Arizona
Direct Marketing Association Board, and, in 1998, was named
Arizona's Direct Marketer of the Year. Woodward received both
a BS in Finance and an MBA from Arizona State University.
DAT 9-ASE MARKE"I'I`A G.
FvgNT PANNING
MERCHANDISING
MEDIA PLANNING/
B'LJYING
LA QUINTA
REDEVELOPMENT -AGENCY
CREATIVE
MEDIA RELATIONS
]BRANDING
LOGO
BRAND IDENTITY'
CUSTOM PUBUS ING
PuB c RELAT"IONS
�-COMMERCE
WEB DESIGN'
II) EXPERIENCE WITH SIMILAR WORK INCLUPJNr, NAMES
x
OF REFERENCES
As was evidenced in both the consultant listing and staff
member resumes, the collective McMurry team has vast
experience in the travel/tourism industry. Some of the more
prominent and more recent projects of similar kind and scope
to that of SilverRock Ranch are:
Estrella Mountain Ranch, Goodyear, Arizona
Firerock Country Club, Fountain Hills, Arizona
Copperwynd, Fountain Hills, Arizona
La Mision Resort, Rosarito Beach, Mexico
Pueblo Real, Quepos, Costa Rica
Centro Vacanional Del Iste, Tehuixtla Morelos, Mexico
Superstition Mountain, Apache Junction, Arizona
Arrowhead Ranch, Glendale Arizona
Sun Lakes, Arizona
SunRidge Canyon, Fountain Hills, Arizona
Shadow Ridge, San Diego, California
less Ranch, Apple Valley, California
The Hideaway, La Quinta, California
ShadowRock Resort, Palm Springs, California
Desert Hot Springs Resort, Desert Hot Springs, California
REFERENCES:
Geoffre-Becker Jones
Copperwynd Resort & Spa
Lyle Anderson
The Anderson Companies
David Chapman
Chapman Enterprises
Dan S. Palmer
Palmer Investments
Specific contact information will be made available
upon request.
PROJECT UNDERSTANDING
I)SILVERROCK RANCH IS A UNIQUELY POSITIONED PRIME REAL ESTATE
development designed to enrich the financial core of the City of
La Quinta, while enriching the lives of its diverse citizenry. At
maturation, this project will enjoy international acclaim as an
exceptional master planned resort destination "community
within a community."
To successfully develop and market a large, sophisticated,
multi -purpose destination resort and public use facility requires
a detailed and pragmatic understanding of multiple, often
overlapping, marketing disciplines.
At first glance, the initial scope of work for SilverRock Ranch
may appear to need to focus solely on local initiatives centered
around the design, building and grand opening of the golf
course. But in order to facilitate the timely introduction of
components that will be manifest later and to maximize
post -grand opening visitation and usage, the promotional
"seed work" necessarily occurs considerably in advance.
In the case of SilverRock Ranch, the lead lag time typically
required to introduce a- boutique hotel and later a highly
amenitized resort hotel into the project will require a targeted
marketing campaign (with supporting high quality collateral)
within the 18-month term of the marketing contract.
Similarly, to ensure that the golf course receives attention and
visitation from golfers beyond the immediate municipal area
will require a strategically implemented plan both prior to and
following the: -Grand Opening.
And insofar`-:fs meeting and convention planners often select
and book sites two years (or more) in advance, we recommend
marketing to them within the same 18-month time frame. This
same "pre -sell" principal holds true for national and
international consumers as well.
McMurry has therefore identified the key tactical elements we
feel necessary for a successful SilverRock Ranch marketing
program and charted the same on a time continuum. It appears
at the end of this section.
12
t
Upon review, it becomes evident tha , the SilverRock Ranch
project requires two parallel market}i:ng strategies: z) the
traditional sequential promotion of a new golf course favoring
initial public relations activities, a ground breaking event, a
grand opening event, and the later introduction of limited paid
advertising; and 2) focus on those initiatives required for post -
grand opening success and project sustainability.
Revenues from SilverRock Ranch will be generated primarily
from the Transient Occupancy Tax, resort and retail
recreational activities (including golf), hotel -related amenities
and master and sub -center merchandising programs; in other
words, operational venues that can be contractually advan-
tageous to the City's General Fund through the vertical
development of the master plan.
The Challenge for the marketing team is to understand the
project as a financial tool; define the market potential
(including an understanding of the potential revenue projects
expected from an internationally acclaimed resort
development); to design the campaign; and to implement the
campaign to dominate the competition.
The following broadly identifies the strategy to be employed
by McMurry to accomplish the initial marketing assignment.
i. Define tie local impacts and expectations based on the
master 'plan and create a community -active
communications plan to keep the citizens of La Quinta
informed, engaged and excited as the development
progresses. Utilize key McMurry team/La Quinta residents
to inform, engage and communicate with the Agency, City
Council and citizenry at large as "spokes agency" for the
project.
2. Define the regional potential and challenges for
SilverRock Ranch in a highly competitive resort market.
With an intimate understanding of the Desert Palms
Convention Bureau market analysis and plan, coupled
with regional tourist experts on the McMurry team,
advantage the marketing program with pre -
implementation strategic planning and contacts.
I
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k
3 . Understand the national opportunit,j es -land constraints
for competing with established resort developments of similar
programming. Utilize McMurry's exceptional relationships
and access to information and markets to accelerate awareness
and penetration of key market segments.
4. Explore and define unique benefits of SilverRock Ranch's
position in context with the greater `Palm Springs'
destination vernacular on an international basis.
5. Engage the McMurry team's global corporate, hospitality and
golf resort connections to maintain constant presence in key
media markets.
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SCOPE OF SERVICES
I) DESCRIPTION OF THE TASKS, SUBTASKS AND SPECIFIC
DELIVERABLES THAT WILL BE PROVIDED.
The RDA has outlined the minimum desired services they expect
from the selected Public Affairs/Marketing firm. We will
address those expectations in the order the RDA listed them. We
will then list those services we will provide above and beyond
the minimum requirements as it relates to our recommended
approach, as detailed in Section C of this document.
Development of a branding/logo plan that clearly establishes
the theme and identity of SilverRock Ranch.
McMurry will work in conjunction with Duane Knapp, a
world-renowned branding expert (see A iii) and resident of
La Quinta. His combination of branding acumen and
marketing expertise in the travel/tourism industry is without
rival. His combination of global experience and local market
knowledge will play a fundamental role in developing
a brand that will resonate with the various audiences of
SilverRock Ranch.
McMurry VP/Creative Director Bruce Nilsson and Senior Art
Director Jodi Deros will oversee brand identity development.
Both have extensive experience in logo/brand development in
general and in the travel/tourism industry specifically. It was
Mr. Nilsson and Mrs. Deros who lead the theme/naming
initiative (in conjunction with master planner GMA) that ended
with the public and City Council approval of the SilverRock
Ranch name. Bxand identity development will be undertaken in
parallel with branding development.
- x1
Working with the McMurry team will be Mark Palmer, Principal
of Palmer Design Corporation, Palm Desert/ San Diego, a
graphic design specialist in golf course/resort logo
development. Some 17 local golf courses and resorts already
utilize his work.
Creation of a comprehensive and prioritized media relations
program that will effectively reach the targeted public utilizing
the opportunities provided by the design, construction and
grand opening phases. It is not necessary to identify specific
target media at this time; general categories will suffice.
Our media planning process has identified several key
audiences that must be addressed if rSilverRock Ranch is to
become both "a community asset — not only a recreational
asset, but a financial asset as well" and "a superb destination
resort."
The key audiences are: Travel Agents, Convention and Meeting
Planners, Golf Event Planners; Corporate Travel Planners;
Hoteliers, Retail Developers; Business leaders; Civic groups;
Community Affairs personnel; Recreational (passive) tourists;
golfers (local, regional, national and international); Spa
enthusiasts; PGA/LPGA tour directors; the foreign press and
world travelers.
During the design and construction phase of the project, we
would target primarily the local/regional audiences and the
media channels that reach them.
A few months from Grand Opening we would extend our
message to a select national and international audience,
acknowledging that the lead-time for a foreign visitor to plan a
trip is significantly in advance of the actual visit.
We also must orchestrate a vigorous ground breaking event and
a spectacular Grand Opening (ideally involving Arnold Palmer)
assuring local, regional and potentially national press
coverage. "
Creation of promotional campaign elements beyond media
relations that are recommended as part of a comprehensive
promotional campaign for SilverRock Ranch.
Once the brand is developed and embraced by the RDA,
McMurry wR'l be able to bring the brand to life in all forms
necessary.
Likely promotional campaign elements include ongoing special
events, coordinated by our local market representatives Carol
Ackerman and Judy Vossler; merchandising elements designed,
produced and distributed through McMurry; e-marketing
programs; sales collateral; direct mail programs; outdoor
boards for local awareness/civic pride; radio spots for local
event awareness/golf promotion; advertisements in all pubs
deemed appropriate for our myriad audience; e-commerce/
internet advertising.
k
In time, we see the viability of a SilverRock Ranch custom
publication to aid in sustaining brand: awareness while
generating traffic for the various venues at the property.
Creation of a strategy to incorporate the Golf Course Operators
marketing efforts to avoid duplication of effort and enhance
each others capabilities.
McMurry is fully aware of the need to work with other
members of the SilverRock Ranch Project Team.- While
discussions are yet to be had with both the Clubhouse
Architect and Golf Course Operator, once chosen, we would
immediately undertake a strategic analysis of their
promotional/operational strengths and formulate a strategy
dedicated to a collaborative work environment fostering both
efficiency and success.
We see McMurry's primary role as the "lead project marketer."
We see the primary role of the Golf Course Operators as the
"implementers" of golf course -related marketing initiatives.
This distinction will create a collaborative rather than
competitive environment, and by extension, efficiencies in
marketing efforts.
Creation of an initial message strategy and describe how
the marketing "messages might change, or not change, with
different target audiences.
With the SilverRock Ranch brand understood, McMurry would
develop copy platforms for each of the key audiences previously
identified. In,so doing, we would identify key motivators for
each audience.
By way of example, a key motivator for golf enthusiasts would
be the quality of the course design while for a spa enthusiast it
would be the tranquil desert setting in conjunction with its
anticipated Four/Five-Star rating. -
This messaging dissection would take place for all audiences
and would be tested for its accuracy.
Messaging will not change when the application is general
awareness/brand enhancement advertising intended to sell the
whole of the SilverRock Ranch project, rather that it's
individual (spa, golf, passive recreation, etc.) attributes.
3r*
Creation of the collateral pieces (pri4ted and news media)
and/or advertising that should be produced to support the
SilverRock Ranch Project marketing campaign. Also, describe
the design philosophy to be employed in the development of
those pieces.
Creation of collateral/advertising materials is one of McMurry's
core competencies. As stated previously, whatever form the
SilverRock Ranch messages needs to take, McMurry can create.
TV. Print. Radio. Outdoor. Collateral. Sales materials. Video
news releases. Press releases. Event marketing. Trade shows.
We can, have done and continue to do it all.
Underlying our development of the printed/visual media is
the following design philosophy: What a person sees is a
reflection of the brand. What a person hears is its echo.
The disciplines that apply in adhering to this philosophy
include photographic composition, use of typefaces,
composition of space, word choice, sound design, music
scoring, voice selection (TV/radio), paper stock, printing
techniques, use of inks ... the list of skills requisite for good
design is nearly endless.
It is one part art, one part science, the delicate blend of which
is a hallmark of McMurry.
Provision of ak timeline showing when media relations and
other activities will occur, and production timelines for various
promotional campaign elements within each phase.
Already in use at McMurry and of critical use for managing the
SilverRock Ranch Project is a Communications Calendar.
Across its top are the months the project will encompass.
Down the' left side are the listings of disciplines to be utilized.
Filled out and forming a huge grid, the Communications
Calendar provides a graphic view of what's to be done and
when it's to be implemented. •
The communications calendar aids in developing synergy
between disciplines. It identifies redundancy of effort. It aids
in making adjustments to shifts in spending levels, be they up
or down. Serving as the `team touchstone", each team member,
while busy working on their part of the puzzle, can see how
their piece contributes to the whole.
In addition, McMurry's production/traffic department assigns
the tasks under each discipline its own timeline, specific to the
day its due, ensuring it is completed in time to fulfill its role
in the Communications Calendar, specific to the month/week.
Be assured, with McMurry, the RDA will know what's going on
and when its due across every discipline in which we are engaged.
Provision of assistance in event planning for ground breaking,
pre -opening and grand opening of the golf course.
McMurry will utilize the acumen, contacts and experience of
two key in -market members of our team, Carol Ackerman
(general event planning) and Judy Vossler (golf event planning,
in coordination with Golf Course Operator).
Carol has 30 years in public relations, event planning and
community participation programs. Judy will provide
invaluable assistance in grand opening events as well as
ongoing event planning.
Assistance in marketing efforts with potential resort, and
boutique hotels, casitas, restaurants, and retail developers.
Two key McMurry marketing disciplines would be brought to
bear here. Database marketing and media planning
The audiences suggested are relatively narrow markets, with
specific media channels. We've already begun identifying those
B2B publications that work best at reaching these audiences.
This very narrow spectrum of audiences also plays into the
hands of McMurry's database marketing capabilities. Targeted
audiences cln be easily reached through direct mail and, more
recently (and affordably) opt -in email marketing.
We can also identify appropriate trade associations and trades
shows that representatives from SilverRock Ranch and
McMurry should become members of or attend, respectively.
Finally, our ongoing relationship with GMA and Desert Troon
Corporation provide McMurry additional industry insight and
contacts in these specific categories of business.
Developments of a merchandising plan t'ti help
P
romote the proieCt prior to opening of the course.
' l in
with the naming of SilverRock
McMurry was previously
in collaboration with master planner GMA International.
Ranch
we applied the name (and various logo
As part of that exercise, pP
hats, towels,
explorations) to various golf merchandise (visors,
explor )
mugs)
to make sure the name/brand could indeed be
successfully
ccessfull utilized in such a manner (it could).
importance and tactical soundness of
Obviously,. we see the
merchandising program for SilverRock Ranch.
implementing a
it implemented not only during the pre -gran opening
p
We see
phase, but also for the life of SilverRock Ranch as a powerful
tool for brand exposure and revenue generation
McMurry can
Additionally, through our database departure McMurry can
handle secured financial transactions. Thus,and sale of all
facilitate the development, implementation Ranch, an ability not found
merchandising items for SilverRock
in most marketing firms.
Services available at McMurry above and beyond Desired
Services requested in the RFP:
Database marketing
E-marketing
E-commerce (including including secured financial transactions)
Web Design
Newsletters
E-newsletters
Custom Publishing
E-Publishing
lI)
A DESCRIPTION OF THE FIRM'S CURRENT WORKLOAD WITH
FORAYED IN TO
DISCUSSION OF HOW THIS PROJECT WOULD BE INCORPORATED
THE FIRM'S WORK SCHEDULE
g
As one of the
largest marketing communications firms in the
Southwest,
est McMurry can immediately assign and dedicate
resou
rces to the SilverRock Ranch account should we
fortunate enough to secure it.
1701
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In anticipation of such, we've already initiated at search for the
one team member not already in place for this account: a
dedicated Account Supervisor. One outstanding candidate has
already begun the review process and is presently working on
separate marketing assignments with McMurry as part of the
evaluation process.
Until such time a candidate is found, Stephen Williams and
Bruce Nilsson will jointly lead the account (Stephen
strategically and Bruce creatively). Both will remain in a
supervisory roll for the entire McMurry/SilverRock Ranch
relationship.
As significant in size as McMurry is, SilverRock Ranch
would have Key Account Status, second only in size to
ST Microelectronics. As such, senior level marketing/
creative personnel would run all aspects of the account.
As proof, look no further than the team chart featuring
such seasoned veterans as Duane Knapp, Judy Vasslor, Carol
Ackerman, Mark Palmer, Stephen Williams and Bruce Nilsson.
SCHEDULE REQUIREMENTS
I) THE ANTICIPATED DATE FOR A NOTICE TO PROCEED IS
SEPTEMBER 29, 2003.
r
McMurry will be able to begin work with the Notice to Proceed,
with an anticipated start date of October 13, 2003.
II) The agency envisions and 18-month term for these services.
McMurry is aware of the term and will enter ihto the
Professional Services Agreement as presented in the RFP.
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- Cost Proposal
-
RFP Response
. By: Kiner/Goodsell_ Advertising
Submitted: August 22., 2003,
Flat billing rate for all KIG personnel on this account: ...
$115/hour
Proposed retainer, to cover account service time,
public relations :efforts and research:
$3,500/month
Lo o Branding
31 000
Logo~ -
$6,000'
Stationery System (5,000 letterhead/envelopes/business cards;
' $17,000
1,000 note cards/envelopes,. 20,000 postcards; 2,000 folders)
Promotional Items (100 shirts, 100 hats, balls, tees)
$8,000
Public Relations
12 500
Groundbreaking (invitations, light ,refreshments)
$1,500
Opening Events
Evening Preview Party (invitations, hors d'oeuvres and
$8,000
event decorations, signage and AV rentals
-for 250 people)
Daytime Ribbon Gutting (invitations, light refreshments
$3,000
for 100 people) .
Advertising (Media
$198;700
- Magazines,
$115,000
Newspaper (Desert Sun insert, ads & Press -Enterprise)
$42500
' Internet
$4,000 '
Airport Display
$79200
Sll verRock Ranch Cost Proposal by .Kiner/Goodsell Advertising -- Page 2
Misc. (event programs, sponsorships, etc.) $10,000
Video Production'and B-roll $20,000
• Collateral Materials $32,880
Rack. Cards (including production/printing/distribution for 50,000) $6, 880
Score card (25,000 quantities, based on 50,000 rounds per year) $5,000
Guide to course $6,000
-Image/Overall Development Brochure (4-color, gate=fold $7,000
brochure, quantities of 2,500 - 3,000)
Photography $8,000
•
Misc. $76,300
Agency Fees, ($3,500/month for. 18-month contract) $63,000
Ad Production $13,000
Not -to -Exceed Reimbursable Expenses, $300.
Total Proposal Amount 351 j38Q
Percent of Profit Anticipated by Age"c .20-25%0
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A COUMV11lCAT193lf, L-L-C
Our Compensation Philosophy
11WIRMU, 1
YOUR NEWS i0 YOUR MARKET
Our compensation plan for your investment in our team is tailored to meet your goals,
objectives and changing needs. We've found that in today's economy, clients rely on us
to provide the necessary branding, marketing and communications strategies as well as
tactical solutions to meet those goals.
The key elements of our plan for SilverRock Ranch would include:
• Emphasizing short- and long-term results and goals in addition to providing
tangible tools like ads, brochures and direct mail
• Converting leads to sales
• Treating your money as if every dollar spent is an investment
• Creating a measurable return on your investment
Why A Blended Rate?
We recognize that time is money and we are looking for a fair exchange between us. We
want you to be satisfied that you are receiving value for your investment. We're looking
to be compensated for our time, energy, relationships, skills and experience.
We prefer to work with a blended rate so that we can offer a discounted package of our
services at a lower rate. In other words, you are buying a block of time from the agency
team at a discount. It is based on a volume relationship necessary to market a major
project like SilverRock Ranch. We want you to feel we are an important part of your
strategic marketing team and we offer that to you based on a favorable pricing basis.
Here's How It Works
• We will allot 100 hours of agency account services and public relations per
month, excluding creative.
• Creative is estimated per project at our discounted blended rate once the
Marketing Communications plan and branding have been completed.
• If the 100 hours of services are exceeded in one month, we'd like to extend some
leeway -- up to 10%.
• If you find it necessary to exceed that amount, then we would charge you at our
agreed -upon blended rate of $ 95 for overage beginning at 11 %.
• If the monthly agency hours are not fully used in any given month, we will extend
you a credit and carry over these hours.
Fee Based Compensation
This allows both the client and agency to even cash flow in a more professional,
partnership -driven way and seems to be the compensation choice of the future.
Actual Expenses & Not to Exceed Allowance for Reimbursable Expenses
Actual expenses are billed monthly at cost without any markup. Reimbursement is
invoiced for Fed -Ex, phone, courier, photocopies, photographic scans, etc. Any actual
expenses that are not in our agreed -upon marketing budget will require your pre -
approval.
Agency Personnel
Standard Hourly
Rates
Blended Rate
Estimated Monthly
Hours
Michelle McLaughlin
$13 5
$95
25
John Hussar
$125
$95
25
Christine Van de
Yacht
$135
$95
10
Trish Terry
$95
$95
20
Diane Ra le
$95
$95
20
100 hours
Cost Per Month
$115,050
$91,500
Cost Savings Per
Month
$15,500
Annual Cost Savings
$189000
Percent of Profit
We run lean at 25%.
Outside Purchases
10% of gross costs.
Media Placement
5% of total media placed as a fee for billing, production management, meeting and
negotiation with media and defining budgets. The time spent on media planning will be
paid by this fee and not deducted from account service hours.
COST PROPOSAL
In anticipation of the La Quinta RDA preferring to work under
an annual billing arrangement commencing with the proposed
start date of October 13th, we have built the proposal in two
segments: Year One (Oct. — Oct.) Anticipated Costs and Year
Two, Months 1-6 (Nov. — April) Anticipated Costs.
Note that the rates used in calculating media expenditures are
non -negotiated rack rates, thus likely inflating actual costs. All
costs shown are gross figures.
The manpower calculations are based on known and anticipated
salaries/fees. An hourly fee schedule by discipline is attached.
Items not covered by the cost proposal are called out at the end
of the following page.
If th.e cost proposal is in excess of the expected marketing budget,
understand that McMurry will modify our marketing approach
(ideally in conjunction with the RDA) to work within the
budgetary parameters, while still ensuring the success of
SilverRock Ranch.
t=.
YEAR ONE ANTICIPATED COSTS
MANHOURS
Bruce Nilsson
Stephen Williams
Account Supervisor
Art Direction
Copywriting
Computer production
Database Management
Database Distribution
Web/Internet
Media Director
SUBTOTAL
SUBCONSULTANTS
Duane Knapp
Judy Vossler
Carol Ackerman
Mark Campbell
SUBTOTAL
MEDIA
f
Ground Breaking Event
Public Use Facility Opening
(assuming rnonth 9-I2)
SUBTOTAL
Ground Brezaking Event
YEAR ONE TOTAL
FTE
-33
•33
I.00
.50
.50
.50
.50
.50
.25
.25
$478,000
$ 24 K/project fee
$ 3 K/month
$ 3 K/month
$I2K/project fee
$I08,000
$ 37,000
$ 36,000
$ 73,000
$ 25,000
$684,000
Not included in either section of this cost proposal are unusual expenses such
as aerial photography, celebrity endorsement fees or activities beyond the
initial scope of work.
Also not included are certain hard costs associated with final work product
such as photography, printing, talent fees, video, music rights, etc.
Our expected profit margin is 20
YEAR TWO, MONTHS I-6
MANHOURS
Bruce Nilsson
Stephen Williams
Account Supervisor
Art Direction
Copywriting
Computer Production
Database Distribution
Web/Internet
Media Buyer
SUBTOTAL
SUB -CONSULTANTS
Judy Vossler
Carol Ackerman
SUBTOTAL
MEDIA
Outdoor (2 boards, E/W facing, main arteries)
Local Newspaper, Grand Opening
Local Newspaper, Weekly Golf Offer
Feeder Market, Sunday Section (O.C, L.A. S.D.)
(Monthly Pilacement)
In -Flight (America West), Monthly
The Ritz -Carlton in -room magazine-$14,190 value
Arrive Amtrak on board magazine - $13,60o value
SUBTOTAL
GRAND OPENING EVENT
�!.
CONTINGENCY
Direct Mail
Radio
Other
YEAR ONE TOTAL
FTE
•33
-33
I.00
•75
•75
.50
50
.25
.50
$262,000
$ 3K/month
$ 3K/month
$ 36,000
$ 60,0o0
$ I2,000
$ 6o,000
$200,000
$ 54,000
FREE
FREE
$386,000
$ 25,000
$ 30,000
7' ,000
SERVICE FEE SCHEDULE
Creative Director
$150
Strategic Director
$150
Database Management
$115
Media Director
$II0
Account Supervisor
$ 85
Art Director
$ 85
Copywriter
$ 85
Media Buyer
$ 8o
Web/Internet
$ 75
Research
$ 65
Production Artist
$ 6o
et•
ATTACHMENT 4
P.O. Box 1504
78-495 CALLE TAMPICO
LA QUINTA, CALIFORNIA 92253
September, 19, 2003
Dear
(760) 777-7000
FAX (760) 777-7101
This letter is to confirm your invitation to appear before the City of La Quinta's.
Redevelopment Agency on Tuesday, September 30, 2003, at , to
interview for the role of "Public Affairs/Marketing Firm" for SilverRock Ranch.
Interviews will be limited to fifty (50) minutes. You will be granted twenty (20)
minutes to make a presentation on your firm. The remaining thirty (30) minutes
will be reserved by the Agency for a question/answer period. You should plan on
a very limited set-up time of between 2 to 5 minutes.
The all-inclusive eighteen -month budget for pre -opening marketing has been
estimated at $500,000. The Agency has been provided a copy of your original
proposal and asks that you address in your presentation any alteration to that
proposal in consideration of the $500,000 budget parameter. Please contact
Debbie Powell or me at (760) 777-7035 if you have questions.. Thank you.
Sincerely,
h
L
Mark Weiss
Assistant Executive Director
List of recipients:
Mr. Stephen Williams
McMurry, Inc.
1010 E. Missouri Ave.
Phoenix, AZ 85014
Ms. Michelle McLaughlin
McLaughlin Marketing & Communications
41800 Washington St., No. B105-317
Bermuda Dunes, CA 92201
Ms. Kim Allison
inOne Advertising & Design
4021 N. 75th St., Ste. 101
Scottsdale, AZ 85251
Ms. Lea Goodsell
Kiner/Goodsell Advertising
73-101 Highway 111
Palm Desert, CA 92260