2009 04 07 CC MinutesLA QUINTA CITY COUNCIL
MINUTES
APRIL 7, 2009
A regular meeting of the La Quinta City Council was called to order at the hour of
3:30 p.m. by Mayor Adolph.
PRESENT: Council Members Henderson, Kirk, Sniff, Mayor Adolph
ABSENT: Council Member Franklin
MOTION - It was moved by Council Members Sniff/Henderson to excuse the
absence of Council Member Franklin. Motion carried unanimously.
PUBLIC COMMENT -NONE
CLOSED SESSION
1. Conference with labor negotiators, Ski Harrison and Bret Plumlee, regarding
negotiations with the La Quinta City Employees Association pursuant to
Government Code Section 54957.8 -Meet and Confer Process.
Council recessed to the Redevelopment Agency and to Closed Session to and until
the hour of 4:00 p.m.
4:00 P.M.
The City Council meeting was reconvened with no decisions being made in Closed
Session which require reporting pursuant to Government Code Section 54957.1
(Brown Act1.
Mayor Adolph led the audience in the Pledge of Allegiance.
PUBLIC COMMENT -None
CONFIRMATION OF AGENDA
Council Member Sniff requested Consent item No. 5 be taken up separately; and
Council Member Kirk requested Consent Item No. 3 be taken up separately due to a
potential conflict of interest.
City Council Minutes 2 April 7, 2009
- None
PRESENTATIONS
Mayor Adolph presented a Proclamation to Joanne Leinow, Partnership
Development Director for the Big Brothers Big Sisters of the Desert, in honor of
April being "Child Abuse Prevention Month."
Staff presented a promotional video of the Vista Dunes Courtyard Homes project as
was presented at the California Redevelopment Association Annual Conference.
Mayor Adolph then presented the California Redevelopment Association's Award of
Excellence to Redevelopment Agency Chairman Kirk.
WRITTEN COMMUNICATION
1. WRITTEN CORRESPONDENCE FROM LA QUINTA MOTORCOACH
REPRESENTATIVE DATED MARCH 12, 2009 REGARDING UPDATE.
Joan Rebich, 53-810 Avenida Cortez, asked if a decision would be made at
this meeting regarding the request for waiver of the mitigation fee.
Council Member Henderson conveyed disagreement with the amount of the
fee; stated the letter is requesting a waiver of the City's fiscal impact fee;
and stated she does not perceive the City granting the request.
No direction was given to staff.
APPROVAL OF MINUTES
MOTION - It was moved by Council Members Sniff/Kirk to approve the City
Council Minutes of March 17, 2009, as submitted. Motion carried with Mayor
Adolph abstaining and Council Member Franklin absent.
CONSENT CALENDAR
1. APPROVAL OF DEMAND REGISTER DATED APRIL 7, 2009.
City Council Minutes 3 April 7, 2009
2. APPROVAL OF SECOND READING AND ADOPTION OF ORDINANCE NO.
465, REVISING THE LA QUINTA ZONING MAP FOR CERTAIN REAL
PROPERTY GENERALLY LOCATED ON THE WEST SIDE OF MONROE
STREET AT THE WEST TERMINATION OF AVENUE 61.
3. AUTHORIZATION TO DISTRIBUTE A REQUEST FOR PROPOSALS (RFP) FOR
THE DESIGN AND PAINTING OF SIGNAL BOXES AT VARIOUS LOCATIONS
IN THE CITY. (See separate action below.)
4. TRANSMITTAL OF SINGLE AUDIT REPORT ON FEDERAL ASSISTANCE
PROGRAM AS OF JUNE 30, 2008.
5. ACCEPTANCE OF FISCAL YEAR 2009 EDWARD BYRNE MEMORIAL
JUSTICE ASSISTANCE GRANT IJAG) AWARD IN THE AMOUNT OF
$69,416 FROM THE BUREAU OF JUSTICE ASSISTANCE AND APPROVAL
TO SUBMIT PROJECT APPLICATION. (See separate action below.)
6. APPROVAL TO AWARD A CONTRACT TO TAYLOR TENNIS COURTS, INC.
FOR THE FRITZ BURNS PARK TENNIS COURT RESURFACING, PROJECT
NO. 2008-10.
MOTION - It was moved by Council Members Henderson/Sniff to approve
the Consent Calendar as recommended and amended with the exception of
Item Nos. 3 and 5. Motion carried with Council Member Franklin absent.
Item No. 3
MOTION - It was moved by Council Members Henderson/Sniff to approve
Item No. 3,' authorizing staff to distribute a Request for Proposals (RFP) to
design and paint signal boxes and electrical service cabinets at six locations
throughout the City. Motion carried with Council Member Franklin absent
and Council Member Kirk abstaining due to a potential conflict of interest
due to family relationship with the artist.
Item No. 5
Council Member Sniff conveyed opposition to receiving any stimulus funds
due to the increasing debt of this country. He spoke in support of the City
purchasing the items for the Sheriff Department's use if there are funds
available in the City's budget.
In response to Council Member Kirk, City Manager Genovese explained the
funds would probably be shifted to another entity if the City rejects the
funding. Council Member Kirk stated since the funds would probably be
City Council Minutes 4 April 7, 2009
given to another entity, he prefers accepting the funding for the Sheriff's
Department.
Council Member Henderson stated she would like to take the same position
as Council Member Sniff and is leery of receiving funds from the Federal
Government; however, under the current circumstances, the funds are
available and the City Council has directed staff to look for additional funding
sources.
Council Member Sniff noted the City does not have to participate just
because the funds are there; someone might agree with his position and it
has to start from somewhere; and stated he feels more comfortable doing
the right thing.
MOTION - It was moved by Council Members Henderson/Kirk to approve
Item No. 5, accepting a Fiscal Year 2009!2010 Edward Byrne Memorial
Justice Assistance Grant (JAG) award in the amount of 569,416 from the
U.S. Department of Justice under the American Recovery and Reinvestment
Act of 2009, and approval of application submittal. Motion carried with
Council Member Franklin absent and Council Member Sniff dissenting.
BUSINESS SESSION
1. CONSIDERATION OF FORMATION AND APPOINTMENT OF TWO MEMBERS
TO AN AD-HOC COMMITTEE TO REVIEW THE 4T" QUARTER GRANT
REQUESTS.
Community Services Director Hylton presented the staff report.
MOTION - It was moved by Council Members Kirk/Henderson to establish a
Community Services Grant Ad-Hoc Committee to review the 4`" Quarter
Grant Requests and appoint Mayor Adolph and Council Member Kirk to serve
on the Committee. Motion carried with Council Member Franklin absent.
2. CONSIDERATION OF PAYMENT FOR A BOOTH AT THE COACHELLA
VALLEY ASSOCIATION OF GOVERNMENTS ENERGY SUMMIT 2009.
Assistant City Manager-Management Services Plumlee presented the staff
report.
City Council Minutes 5 April 7, 2009
MOTION - It was moved by Council Members Henderson/Sniff to approve
the request for payment of 5500 for a booth at the CVAG Energy Summit.
In response to Council Member Kirk, City Manager Genovese confirmed staff
would be attending the event. Council Member Kirk noted a 51,000
sponsorship provides a couple of tickets and other items, and asked what
other cities are contributing. Assistant City Manager-Management Services
Plumlee stated the City of Palm Springs is contributing 55,000, City of
Rancho Mirage 52,500, and City of Indian Wells S1,000. Council Member
Kirk noted 5500 is not a sponsorship amount; part of what we are doing is
related to public outreach and perhaps it would be appropriate to sponsor the
event at the S 1,000 bronze level.
Council Member Henderson stated she supports the green movement but not
the cottage industry being developed around it with meetings, lunches and
presentations to the same attendees.
Council Member Sniff agreed and stated the 5500 amount is appropriate.
Mayor Adolph agreed with Council Members Henderson and Sniff.
Council Member Kirk stated the Council's points are well taken; his intent
was to provide additional support for the event, but would support the
consensus of the City Council.
Motion carried with Council Member Franklin absent.
STUDY SESSION
1. DISCUSSION OF CITY OF LA QUINTA MARKETING STRATEGIES FOR
FISCAL YEAR 2009/2010.
Economic Development Project Manager Casillas presented the staff report.
Stephanie Greene, of Furino/Greene Creative, gave a presentation of new
marketing strategies including: expanded co-op advertising program; local
marketing campaign; event partnerships; business support & development;
public relations strategy; e-marketing campaign; and new graphic design.
Council Member Henderson stated she would not support spending a lot of
money on new graphic designs, and cautioned the firm to be conservative in
those costs. She suggested eliminating the City Calendar for one year and
utilizing the funds toward another strategy. She inquired about the
City Council Minutes 6
April 7, 2009
distribution of the Pa/m Springs Life advertorial. Ms. Greene explained their
subscriptions have decreased, but they have an online component with an
email list of approximately 20,000. In the spirit of supporting local
businesses, Council Member Henderson stated she would support continuing
with the advertorial.
In response to Council Member Henderson, Economic Development Project
Manager Casillas explained the Community Calendar/Things to Do publication
is a three-fold brochure listing community events scheduled for six months in
advance. Council Member Henderson suggested staff contact our local
hotels and request that the rack cards be provided to guests during
registration as opposed to displaying them in racks.
Assistant City Manager-Development Services Evans explained this type of
product will be used with the hotel marketing campaign online.
Council Member Henderson requested an explanation of displaying
promotional items at the airport. Ms. Greene explained promotional items
are utilized for image reinforcement of the City name, and a possible co-op
opportunity. Council Member Henderson suggested keeping it in their tool
box, but she does not want to necessarily pay the cost for just displaying the
name.
Council Member Henderson commented on the cooperative advertising
program, and the need to connect with other entities to promote the area.
Council Member Kirk conveyed appreciation for staff's summary of the City
Council's suggestions, and stated he prefers a policy discussion on where
the City is going with marketing and addressing the details. He feels the
City Council has hired a good marketing firm and should let them do their job
and provide specific direction when needed. He supports the expanded
event partnerships and would like to see some creative ideas for expanding
existing and new partnerships. He would also like to see a link to the
SilverRock Resort marketing budget and coordinate it with the overall City
marketing program. He agrees with not spending very much for new graphic
design elements, and encouraged a simple assessment to the usefulness of
the City Calendar before eliminating it. He referenced an overlap between
the City Calendar and the Community Calendar/Things to Do brochure, and
suggested looking at ways to use only one of them. He also expressed
support for the continued use of the Palms Springs Life Advertorial.
Council Member Sniff inquired about their marketing representation for the EI
Paseo Merchants Association and/or the Westfield Shopping Mall, and if it
would be in competition with La Quinta. Ms. Greene stated they represent
City Council Minutes 7 April 7, 2009
the EI Paseo Merchants Association, but do limited work with the Westfield
Shopping Mall; and stated she does not feel it would be in competition with
La Quinta because it is local marketing.
Council Member Sniff stated it seems their firm is more interested in the
process rather than a focused program, and suggested having two or three
simple messages to bring to specified markets. He referenced the need to
attract tourists from Southern and Northern California, the north west, and
British Columbia and not just local areas. He feels it is a mistake to target
markets of 25-65 year olds because many tourists are retirees with wealth;
it is also a mistake to make cooperative advertising a primary focus because
the primary focus is directed and funded by the City. He stated all other
programs presented are adjuncts to what the City is paying for, and partners
should be secondary. He suggested adding retailers of all sizes to the
marketing partnerships instead of focusing on four or five-day events such as
the Bob Hope Chrysler Classic and the La Quinta Arts Festival. He stated
there is too much fragmentation in the proposed strategies without any new
ideas being presented. He stated the City Calendar is informative but for
local residents, and promotional items left in hotel rooms are not very
successful; and stated the Community Calendar brochure is highly localized.
He questioned the benefit of advertising in airport baggage claim areas.
Mayor Adolph expressed interest in seeing what the new approach and
cooperative catalog will be. He voiced concern about the overall costs and
being able to stay within the budget. Assistant City Manager- Development
Services Evans stated the budget amount is the same as last year.
Mayor Adolph commented on the number of residents in the City and the
importance of encouraging them to shop, dine and play golf in La Quinta. He
noted the term "support" is used a lot, but is not sure if it is effective
support; and stated the City needs to do what it can to support and keep
local businesses in the City.
Council Member Sniff noted some cities such as Detroit, Michigan, are
producing local 'bucks" to spend within their city.
Leslie Locken, property manager for Old Town La Quinta, expressed
appreciation for the City's contribution toward the co-op marketing
programs, and noted events bring visitors to the Village. She stated they
would like to see boutiques from La Quinta used in the ladies' fashion show
during the Bob Hope Chrysler Classic event instead of using stores from
EI Paseo. She suggested the City sponsor more athletic events in the City,
and encouraged continued support of local non-profit organizations such as
the La Quinta Playhouse. She stated they can no longer support the Concert
City Council Minutes 8 April 7, 2009
on the Lawn events but have received many comments about continuing
them and she hopes the City will support the events.
Mayor Adolph noted all four courses to be used during the Bob Hope
Chrysler Classic next year are within the City, and there should be local
representation on their Board to ensure promotion of hotels and businesses
in La Quinta.
Ms. Locken stated the businesses in Old Town are pleased to see the new
advertisements promoting La Quinta on the Internet.
Council Member Kirk asked when the City Council will see the marketing
results of the Bob Hope Chrysler Classic event. Assistant City Manager-
Development Services Evans stated staff will be compiling information with
the firm this week and then present a report to the City Council. Council
Member Kirk commented on the importance of gauging the amount of City
involvement in the event. He asked staff and the consultant to consider Ms.
Locken's suggestions regarding expansion of the programs, and to
coordinate on future staff reports to avoid redundancies in the information
provided. He would also like to see the consultant make recommendations
for things that are not necessarily under their control and have it weaved into
the overall marketing strategy.
Council Member Henderson agreed with weaving all the advertising together.
Council Member Sniff noted street fairs were held in the Village in the past
but they faded out, and suggested new events be held to bring in visitors.
REPORTS AND INFORMATIONAL ITEMS
SunLine Transit Agency -Mayor Adolph referenced a report previously distributed
to the City Council; and reported all the cities will share the expenses and receive
new bus shelters.
League of California Cities -Council Member Henderson reviewed the League's
position on Measures 1 A through 1 F and their effect on the State budget. She
stated both the Revenue and Taxation Committee and the League Board have voted
to support the Measures. She noted the Governor has the ability to veto the State
going after City funds if Measures 1 A through 1 F fail.
All other reports were noted and filed.
City Council Minutes 9 April 7, 2009
DEPARTMENT REPORTS
City Attorney Jenson stated a memo listing the number of pending criminal cases
from code enforcement issues was distributed to the City Council; and explained
no jail time is being requested from any of the cases.
MAYOR AND COUNCIL MEMBERS' ITEMS
Council Member Henderson addressed a letter from Senator Benoit and suggested
staff review SB 214 regarding Sober Living Homes.
Council Member Sniff referenced an advertisement done by Landmark for
SilverRock Resort wherein the ad and the reference to the City is very small.
Mayor Adolph stated Mr. Ron Paul has requested a letter from the City as to
whether or not the City will be supporting the County of Riverside's proposal
regarding the Fred Waring Drive widening project.
City Manager Genovese explained the City Council previously directed staff to
pursue the environmental process; however, the alternative presented to the
homeowners did not include removal of the homes, which is contrary to what the
City Council requested. He stated in order for the City to take a position, we need
to receive additional information from the County regarding the amount of right-of-
way, financial ramifications, and the need for sound walls.
Public Works Director Jonasson stated several alternatives were presented at the
County's scoping meeting including purchasing up to 12 homes. He explained the
County set the alternatives but did not include the City's suggestions; it is currently
in the early stages of the CEQA process. Council Member Henderson asked if the
residents had a preferred choice of alternative. Public Works Director Jonasson
responded they preferred the alternative providing parking.
City Manager Genovese clarified that in the City's response to the Notice of
Appropriation, the City requested that they include the fourth alternative in the
environmental process as suggested by Council Member Kirk.
City Council Minutes 10 April 7, 2009
In response to Mayor Adolph, Public Works Director Jonasson explained the
response sent to Mr. Paul stated it is premature for the City to commit to one of
the alternatives identified, but the City has asked for the alternative for a standard
roadway section with as many homes removed as necessary for construction.
Mayor Adolph stated he understands then that the City is not doing anything until
an environmental report is received on the effect. City Manager Genovese stated
that is correct, which does leave the County up in the air until then.
Mayor Adolph commented on the need to stay in contact with the residents
because these improvements will affect the value of their homes.
Council Member Henderson noted the County knew about these problems, and
Public Works Director Jonasson stated that was discussed at the meeting.
1. DISCUSSION OF MARCH 17, 2009 AGENDA ITEMS.
Mayor Adolph spoke regarding the code compliance issue at the last
meeting, and noted a program has already been presented wherein Granite
Construction has agreed to provide the gravel, and volunteers have been
identified to help spread it. He stated he is tired of revisiting the code
compliance program issue as most residents support the program, and we
are only hearing from the violators and not the Code Compliance Officers.
He feels the City Council should support staff. He referenced a statement
made by Council Member Sniff regarding "well-maintained" property, but
feels it is open to interpretation. He agrees with eliminating the criminal
court process if staff can find another way to expedite the process of
addressing these violations.
Mayor Adolph inquired about the status of the Camargo case. Building &
Safety Director Hartung stated Building & Safety Manager Butler is
scheduled to inspect the aspect of whether or not a heating source was
added to the room. Mayor Adolph stated the City Council needs to be
sensitive to the residents and support staff as well.
Mayor Adolph expressed disappointment about atwo-story building being
approved at the last meeting for the Mayer Villa Capri project, but agrees
with the City Council's suggestion to include apedestrian-size water feature.
Mayor Adolph also conveyed agreement with the discussion on partnering
with the Chamber of Commerce and local businesses.
City Council Minutes 11 April 7, 2009
Council Member Henderson referenced a staff report presented to the League of
California Cities Revenue and Taxation Committee, and asked if Council would like
a copy. Council Member Kirk suggested an executive summary if it is available.
Council concurred.
PUBLIC HEARINGS -None
ADJOURNMENT
There being no further business, it was moved by Council Members Sniff/Kirk to
adjourn. Motion carried unanimously.
Respectf ly submitted,
VERONICA .Y~MONTECINO, City Clerk
City of La Quinta, California