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2004 06 15 RDA Minutes LA QUINT A REDEVELOPMENT AGENCY - MINUTES JUNE 15, 2004 , A regular meeting of the La Quinta Redevelopment Agency. was called to order by Chairperson Henderson. PRESENT: Board Members Adolph, Osborne, Perkins, Sniff, Chairperson Henderson ABSENT: None PUBLIC COMMENT - None CLOSED SESSION 1 . Conference with Agency's real property negotiator, Jerry Herman, pursuant to Government Code Section 54956.8 concerning potential terms and conditions of acquisition and/or disposition of real property located east of Dune Palms Road and 650 feet south of Highway 111, which includes or is a portion of, APNs: 649-030-016, -017, and - 040, for an Affordable Housing Agreement. Property Owner/ -- Negotiator: Douglas P. Bigley, Urban Property Communities. , , 2. Conference with Agency's real prope~ negotiator, Mark Weiss, pursuant to Government Code Section 54956.8 concerning potential ' terms and conditions of acquisition and/or disposition of real property located at the northwest corner of Avenue 48 and Dune Palms Road (APN: 649-303-034). Property Owner/Negotiator: Stan Rothbart. Redevelopment Agency recessed to Closed Session to and until the hour of 7:00 p.m. 7:00 P.M. The Redevelopment Agency meeting reconvened with no decisions being made in Closed Session which require reporting pursuant to .Section 54957.1 of the Government Code (Brown Act). PUBLIC COMMENT - None - CONFIRMATION OF AGENDA - Confirmed Redevelopment Agency Minutes 2 June 15, 2004 APPROVAL OF MINUTES MOTION - It was moved by Board Members Sniff/Adolph to approve the Redevelopment Agency Minutes of June 1, 2004, as submitted. Motion carried unanimously. CONSENT CALENDAR Chairperson Henderson advised of the need to pull Item No.6 for separate action to accommodate a request to speak. 1 . APPROVAL OF DEMAND REGISTER DATED JUNE 15, 2004. 2. TRANSMITTAL OF TREASURER'S REPORT DATED APRIL 30, 2004. 3. TRANSMITTAL OF REVENUE & EXPENDITURES REPORT DATED APRIL 30, 2004. 4. APPROVAL OF AMENDED AGREEMENT FOR LEGAL SERVICES WITH RUTAN AND TUCKER, LLP. 5. APPROVAL OF PLANS, SPECIFICATIONS, AND ENGINEER'S , ESTIMATE AND AUTHORIZATION TO ADVERTISE FOR BID THE SIL VERROCK RESORT TEMPORARY CLUBHOUSE, PROJECT 2002- 7H. 6. APPROVAL OF CONTRACT CHANGE ORDER NOS. 4 AND 5 TO WOOD BROS., INC. FOR SILVERROCK RESORT HOTEL PADS AND ADDITIONAL WORK AROUND A VERIZON TELEPHONE FACILITY, PROJECT 2002-02B, MASS GRADING. (See separate action bellow.) 7. APPROVAL OF A LOAN AGREEMENT BETWEEN THE LA QUINT A REDEVELOPMENT AGENCY AND THE CITY OF LA QUINT A FOR A LOAN OF UP TO $5,800,000 AND APPROPRIATION OF $5,800,000 FROM THE LA QUINTA REDEVELOPMENT PROJECT NO.2 CAPITAL PROJECTS FUND AND $8,720,000 FROM THE PROCEEDS OF THE SUPPLEMENTAL LOAN AGREEMENT BETWEEN THE LA QUINT A FINANCING AUTHORITY AND THE LA QUINT A REDEVELOPMENT AGENCY FOR THE ACQUISITION OF CERTAIN REAL PROPERTY LOCATED AT THE NORTHWEST CORNER OF DUNE PALMS ROAD AND AVENUE 48. - - -- --- - ~---- --- . 'Redevelopment Agency Minutes 3 June 1 5, 2004 ' 8. APPROVAL TO AWARD A CONTRACT TO DAVID/REED - CONSTRUCTION TO CONSTRUCT THE SIL VERROCK RESORT MAINTENANCE BUILDING, COMFORT. STATIONS, AND PUMP HOUSE, PROJECT 2002-7D. MOTION - It was moved by Board Members Sniff/Adolph to approve the Consent Calendar as recommended and amended with the exception of Item No.6. Motion carried unanimously. Item No.6: Kathy Dunham, 55-172 Oak Tree, voiced concern about losing the . view of the mountains, and questioned the need for such high berming at the SilverRock Resort entrance on Avenue 52 across from The Citrus. Board Member Adolph stated the Agency recently discussed the issue. of berms along Jefferson Street, and was very adamant about not having high undulation that would block the views. As for the Avenue 52 berming, he didn't know if the current height would be the finished grade level. . ~ MOTION - It was moved by Board Members Sniff/Adolph to approve Consent Item No.6, approving Contract Change Order No.4 in an amount not to exceed $340,200 to Wood Bros., Inc. for the SilverRock Resort Hotel Pads, Project No. 2002-07B, Mass Grading, and approving Contract Change Order No.5 in an amount not to exceed $303,700 for additional work necessary to work around Verizon telephone facilities. Motion carried unanimously. BUSINESS SESSION 1 . CONSIDERATION OF A RESOLUTION ADOPTING THE INVESTMENT POLICY OF THE CITY OF LA QUINT A FOR FISCAL YEAR 2004/2005. There were no changes to the staff report as submitted and on file in the City Clerk's Office. RESOLUTION NO. RA 2004-011 r- A RESOLUTION OF THE REDEVELOPMENT AGENCY OF THE CITY OF LA QUINT A, CALIFORNIA, APPROVING AND ADOPTING THE AMENDED INVESTMENT POLICY FOR FISCAL YEAR 2004/2005. Redevelopment Agency Minutes 4 June 15, 2004 .. It was moved by Board Members Adolph/Sniff to adopt Resolution No. RA 2004-011 as submitted. Motion carried unanimously. 2. CONSIDERATION OF BRAND PROMISE FOR SIL VERROCK RESORT. Bruce Nilsson, of McMurry Inc., requested input on the four options in order to reach an agreement as to the essence of one of the four options for a brand promise. Board Member Sniff and Chairperson Henderson distributed copies of their suggested wording. Mr. Nilsson indicated McMurry recommends the essence of Option #2. Board Member Sniff suggested including "visit, " emphasizing "La Quinta" as well as its golf legacy, and changing "every" to "each" guest. He further suggested modifying the promise to: Refreshing- Relaxing - Enjoyable - Unique - Special. Mr. Nilsson referenced the need to be somewhat "non-defining" since the brand promise is not only for guests. Chairperson Henderson stated she understands this to be an internal adopted attitude of those affiliated with SilverRock that will then be delivered to the guests. Board Member Sniff questioned being able to mandate the brand promise to a five star hotel or the retail businesses. Chairperson Henderson noted the hotels and businesses will have to follow the design guidelines established for the project, and similarly have to follow the project's umbrella brand promise. Board Member Osborne stated he likes Option #2 for the internal aspect but feels the wording suggested by Board Member Sniff could be given out to a guest. Mr. Nilsson stated none of the options are intended to be given to the guests, and that some type of tag line will be articulated for that purpose. -~ -- ~ - ----- , Redevelopment Agency Minutes' 5 June' 1 5,'2004 Board Member Sniff stated he believes his wording would be good for - , advertising. Mr. Nilsson stated he doesn't feel it is specific enough. , I Board Member Adolph stated he prefers direct statements that are short and to the point such as, "SilverRock, Delivering an Exceptional Experience. " In response to Board Member Perkins, Mr. Nilsson stated there will be a brand promise, a mission. statement, and then a tag lin"e to use in marketing. Board Member Perkins asked if the first two sentences of Board Member Sniff's wording fit into advertising. Mr. Nilsson responded some version of it could be used as an introductory line but not the specific wording. Chairperson Henderson stated she feels it could be used in a mission statement. Steve Williams, of McMurry, Inc., agreed, and noted there are th~ee - different elements involved: an internal brand promise; a mission statement, which is usually a derivative of the brand promise; and . advertising. He advised the advertising messages prepared for the project will depend on the media and audience involved but. must reflect the brand promise and mission statement. He sees Board Member Sniff's wording as being a mission derivative. of the brand promise. Board Member Adolph stated he feels the brand statement should be simple such as, "SilverRock - an Exceptional Experience for All" or "SilverRock - Always the Perfect Host". Board Member Sniff suggested modifying it to, "SilverRock Delivers an Exceptional Experience." Mr. Williams explained the promise will be delivered to each guest through each experienced contact. Judy Vossler, of landmark Golf Company, cautioned against making the brand promise too short. Regarding Board Member Sniff's ~ wording, she suggested deleting "visit" and ending the last sentence with experience. As for a short promise version, she likes, "Exceptional in All, For All, Always." , Redevelopment Agency Minutes 6 June 15, 2004 Mr. Williams noted the longer version helps employees understand how to frame the shorter version on a daily basis. Ms. Vossler commented on the importance of how the promise translates into Spanish. Mr. Williams advised five star hotels consider whether or not their brand promise will dovetail into a development's brand promise when they evaluate the site, and he feels any of these would not be in conflict. Board Member Sniff stated he believes each visitor will have their own individual experience at the resort. Chairperson Henderson noted the idea is not to predict each guest's experience. The intent is to predict how the people working within the project and dealing with the guests are going to deliver the finest experience, whatever that may be to each guest. Mr. Nilsson advised they will use the promise, "Exceptional In all, For All, Always" and come back with a rewrite of the paragraph above. Board Member Sniff referenced Ms. Vossler's experience, and encouraged the consultant to consider her input. STUDY SESSION - None CHAIR AND BOARD MEMBERS' ITEMS - None PUBLIC HEARINGS - None - ADJOURNMENT There being no further business, it was moved by Board Members Adolph/Osborne to adjourn to a special meeting of the Redevelopment Agency to be held June 18, 2004. Motion carried unanimously. Respectfully submitted, ~f2J~ JUNE S. GREEK, Secretary City of La Quinta, California -- --~- . .__. ----- -