2004 04 21 RDA Minutes
LA QUINT A REDEVELOPMENT AGENCY
r- SPECIAL MEETING
; MINUTES
. APRIL 21, 2004
A special meeting of the La Quinta Redevelopment Agency was called to
order by Chairperson Henderson at 3:00 p.m.
PRESENT: Board Members Adolph, Osborne, Perkins, Sniff,
Chairperson Henderson
ABSENT: None
Chairperson Henderson led the audience in the Pledge of Allegiance.
PUBLIC COMMENT - None
CONFIRMATION OF AGENDA - Confirmed
r- STUDY SESSION
t 1 . DISCUSSION REGARDING INITIAL BRANDfNG PROGRAM FOR
Sil VERROCK RESORT.
Duane Knapp, of Brand Strategy, Inc., gave a brief overview of the
brand strategy (promise) process wherein he explained the "promise"
is how you want people to feel. He proceeded to ask questions such
as, "What is our experience and how will SilverRock be distinctive?"
and solicited comments from the participants. (Chairperson
Henderson, Agency Members Adolph, Osborne, Perkins, and Sniff,
Executive Director Genovese, Assistant Executive Director Weiss,
Community Development Director Herman, Redevelopment Consultant
Spevacek, Gil Martinez of GMA International, Judy Vossler and Ed
Schiller of landmark Golf Management, and Steven Williams and
Bruce Nilsson of McMurry, Inc.)
Comments received from the participants included: first-class resort;
first-class golf; great place; memorable experience; want people to
come back; want people to feel special; view of mountains will touch
people; magical experience; historical site (waterline mark from being
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under water hundreds of years ago and seasonal home for Indians
who were very spiritual and mystical); tie the rock in the SilverRock
.
Redevelopment Agency Minutes 2 April 21, 2004
name to the mountains; and use a silver theme as opposed to silver
"rock. "
There was also some discussion as to what makes the golf course
unique and comments included: Arnold Palmer design; need one or
two memorable golf holes to draw people back; it is a long course and
a tournament course without gimmicks; it's a course built by the
people and for the people; the golf course project would benefit from a
unique or special feature but you can't remove the rocks out of the
mountain area and it's very expensive to get them elsewhere; must
maintain a 25-foot buffer zone at toe of slope; and it's too early to
know which holes will be best.
Closing comments included: each piece of the project is the most
important piece; other important components besides golf; experience
is different for each individual; need to go over master plan again; first
impressions at entrances give a sense of arrival; and need to expand
perspectives as to what the next generation will want.
Mr. Knapp requested research on the following issues: when was the
area under water; what did the Indians do for recreation; and what
elements of the course will make it distinctive and unique. He .._-.
distributed a Brand Blueprint Checklist and a questionnaire, which he
requested be returned by April 26th. He indicated that he and
representatives from McMurry, Inc. will use the responses to draft
some brand promises to bring back at a second meeting In
approximately three weeks.
CHAIR AND BOARD MEMBERS' ITEMS - None
ADJOURNMENT
There being no further business, it was moved by Board Members
Adolph/Osborne to adjourn. Motion carried unanimously.
Respectfully submitted,
~-d.~
JUNE S. GREEK, Agency Secretary
City of la Quinta, California
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