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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