2004 05 17 RDA Minutes Sp Mtg
LA QUINT A REDEVELOPMENT AGENCY
,- SPECIAL MEETING
, MINUTES
, MAY 17, 2004
A special meeting of the La Quinta Redevelopment Agency was called to
order by Chairperson Henderson at 9:12 a.m. at the La Quinta Resort, Frank
Capra Room IIC".
PRESENT: Board Members Adolph, Osborne, Sniff, Chairperson Henderson
ABSENT: Board Member Perkins
Also present were: RDA Assistant Executive Director Weiss, Redevelopment
Consultant Frank Spevacek, Gil Martinez of GMA International, Judy Vossler
~ and Andy Vossler of Landmark Golf Management, Duane Knapp of Brand
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I Strategy, Inc., and Steven Williams and Bruce Nilsson of McMurry, Inc.
PLEDGE OF ALLEGIANCE
Chairperson Henderson led the participants in the Flag Salute.
- PUBLIC COMMENT - None
i CLOSED SESSION - None
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CONFIRMATION OF AGENDA - Confirmed
APPROV AL OF MINUTES - None
STUDY SESSION
1 . DISCUSSION REGARDING BRANDING PROGRAM FOR SIL VERROCK
RESORT.
Chairperson Henderson turned the meeting over to facilitator Duane
Knapp who asked Gil Martinez, of GMA International to discuss some
elements of the property and the history of the property that led to the
development of the master pl,an for SilverRock Resort. Mr. Martinez
- gave a brief overview of points of history of the site that were taken
into consideration during the development process of the site master
plan.
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Redevelopment Agency Minutes 2 May 17, 2004
He also suggested some ideas to draw upon that history to create
special and unique attractions for the resort such as utilizing the lake
for canoe rides or creating a lazar show or holographs on the
mountain. He felt the creation of a "story line" might be of help in the
branding process and suggested concentrating on the uniqueness of
the site.
Duane Knapp outlined the goals of the session as: 1) to review the
promise; 2) to determine what the tenants of the promise are; 3) to
develop the promise and finally to reach some agreement on at least
75 % of the text of the promise.
In response to Agency Member Sniff he stated the promise should
state what the City wants the guest to feel or experience when they
visit SilverRock.
Mr. Knapp showed some "mentor" brands such as the Ritz Carlton
which is "We are ladies and gentlemen serving ladies and gentlemen."
Agency Member Osborne asked if the promise will be in place even
when the Resort is still in its "temporary phase" i.e. still in the
temporary clubhouse and with only one golf course completed. Mr.
Knapp's response was tactics will develop over time but the delivery
of the promise must take place at every phase.
He requested the participants think about what elements they would
like to see included in the promise.
Chairperson Henderson responded "Iasting guest impression"; Mr.
Spevecek responded "non-corporate/not a chain"; Mr. Martinez said
"describe what kind of experience you want to have". Agency
Member Adolph said he wants it to convey uniqueness; Agency
Member Sniff said it should convey "elegant/simplicity, which includes
emotional benefit, gratification/pleasure." Assistant Agency Director
Weiss responded "world class standards."
Agency Member Sniff suggested some slogans such as II' play the
SilverRock way,' 'take the SilverRock challenge' and' enjoy the
SilverRock magic. If'
Mr. Knapp distributed a handout containing a prototype brand story
and brand promise. Agency Sniff expressed dissatisfaction with the
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Redevelopment Agency Minutes 3 May 1 7, 2004
reference to hot or boiling water, stating the statement would more
- accurately refer to Palm Springs or Desert Hot Springs, not La Quinta.
Mr. Knapp then asked the participants to consider a prototype brand
promise which read, "Enjoy the mystique of SilverRock; the crown
jewel of La Quinta's golf legacy. The breathtaking beauty of - the
Santa Rosa Mountains frame our commitment for an exceptional
SilverRock experience for every guest. Our Promise: Refresh, Relax
and Enjoy!
Judy Vossler suggested substituting the word "discover" for "enjoy"
in the first sentence. There was general consensus that would be a
good change.
Agency Member Sniff felt the word golf should be removed and the
first sentence read La Guinta's legacy. Agency Member Osborne
stated the project is ~bout golf as well as a resort and it is important
to keep that in the promise.
Chairperson Henderson felt it is very important to keep in mind that
the promise is about creating an attitude.
-
: Judy Vossler stated she prefers legacy as shown on the handout to
the word paradise which was shown on the graphic. Andy Vossler
suggested the word "every" guest be changed to "each" guest.
Bruce Nilsson of McMurry commented the promise seems to be
generally what the Agency was looking for and McMurry, Inc can clear
up any wording challenges and present it to the Agency.
Mr. Knapp agreed and felt his portion of the branding process was
completed. He advised at this point someone needs to take charge of
establishing the action steps to deliver on the promise.
Assistant Executive Director Weiss felt this can be worked on by
Agency staff in the context of their present duties.
Chairperson Henderson asked it there were any additional items from
the members of the Agency.
CHAIR AND BOARD MEMBERS' ITEMS - None
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Redevelopment Agency Minutes 4 May 17, 2004
ADJOURNMENT
There being no further business, it was moved by Agency Members
Sniff/Osborne to adjourn. Motion carried with Agency Member Perkins
absent.
Respectfully submitted,
~-ßf ~
JUNE S. GREEK, City Clerk/
- Redevelopment Agency Secretary
City of La Quinta, California
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