Twentynine Palms Tourism Business Improvement District Meeting
Regular MeetingTwentynine Palms, CA · February 8, 2018
Agenda
TWENTYNINE PALMS TOURISM BUSINESS IMPROVEMENT DISTRICT
REGULAR MEETING AGENDA
6136 Adobe Road
Twentynine Palms, CA 92277
www.29palms.org / www.Visit29.org
Thursday, February 8, 2018
REGULAR SESSION AGENDA
4:00 P. M.
AGENDA
4:00 p.m.
CALL TO ORDER
Pledge of Allegiance.
Roll Call.
PRESENTATIONS
BUSINESS
1. Approval of Minutes from the TBID Meetings on December 11 and December 19, 2017 3-5
TBIDM20171211
TBIDM20171219
PUBLIC COMMENTS
DISCUSSION AND POTENTIAL ACTION ITEMS
1. Joshua Tree Gateway Communities - Report and Proposal for possible action regarding 7 - 25
TBID partnership with JTGC for cooperative marketing plan.
JTGC Plan 29PTBID01-31-18
2. 29 Palms Chamber of Commerce - Report
3. MCAGCC – Report
4. Tourism Marketing Plan & Budget 27
Review updates to the Tourism Marketing Budget for 2017-2018.
a. Review updated Budget for 2017-2018 and remaining funds.
b. Cost decision for Visit29.org website hosting, Bluehost vs. GoDaddy.
c. Cal Travel Association membership and CalTravel Summit, May 2018.
d. Chamber of Commerce memberships: 29Palms $80, JT $125, YV $110
2017-18-TBIDTourismMarketingBudget-20180201
Page 1 of 30
5. Website Redesign
Review of website redesign progress and proposed launch date.
6. Social Media Marketing
Review social media marketing plan, goals, and consultant start date.
7. MBTA Shuttle 29 - 30
Report on RoadRunner Shuttle into Joshua Tree National Park, Feb. 1 to April 30, 2018
trial period. Schedule available at jtnproadrunner.org
RoadRunner Shuttle Service to JTNP
8. Vacation Home Rentals – Discussion – Tracking
9. Partnerships
Discussion – Partnerships with local/regional organizations and events.
BOARDMEMBER COMMENTS
MARKETING SPECIALIST COMMENTS
FUTURE BOARDMEMBER INITIATED ITEMS
ADJOURNMENT
It is the intention of the City of Twentynine Palms to comply with the Americans with Disabilities Act in all respects. If you are
a person with a disability who requires a disability-related modification or accommodation in order to participate in a meeting,
including auxiliary aids or services, please request such modification or accommodation from the City Clerk at (760) 367-4890
(facsimile). Notification at least 48 hours prior to the meeting will enable the City to make reasonable arrangements to assure
accessibility to the meeting. Please advise us at the time whether you will require accommodations to participate in meetings
on a regular basis. Any person affected by any application on this agenda may submit their concerns in writing prior to the
meeting or appear in person and be heard in support or opposition to the proposal at the time the matter is considered on the
agenda. The staff reports, applications and environmental documents may be viewed at either the office of Community
Development or the office of the City Clerk, 6136 Adobe Road, from 7:00 a.m. until 6:00 p.m. Monday through Thursday,
except legal holidays. The Invocation is given per Policy 10-01, and does not reflect the views of the City but rather is an
expression of speech by a private citizen making the presentation. Telephone inquiries may be made at (760) 367-6799. If
you challenge any agenda issue in court, you may be limited to raising only those issues that you or someone else raised at
the public meeting described in this notice, or in written correspondence delivered to the City of Twentynine Palms at, or prior
to, the public meeting.
This notice of agenda is hereby certified to have been posted on or before 5:00 p.m., February 1, 2018.
Cindy Villescas, City Clerk Time/Date
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TWENTYNINE PALMS TOURISM BUSINESS IMPROVEMENT DISTRICT
REGULAR MEETING MINUTES
City Hall, 6136 Adobe Road, Twentynine Palms, CA 92277
www.29palms.org / www.Visit29.org
Thursday, December 11, 2017
REGULAR MEETING MINUTES
CALL TO ORDER – Vice Chair Congdon called the meeting to order at 4:05 p.m.
Pledge of Allegiance – Vice Chair Congdon led the Pledge of Allegiance.
Roll Call – The following TBID Advisory Boardmembers were present: Congdon, Dusastre,
Maharaj. Absent: Chair Mehta, Boardmember Graskowiak
PRESENTATIONS – None
BUSINESS
1. Approval of Minutes from the TBID Meeting held on November 16, 2017.
A motion was made by Boardmember Dusastre, seconded by Boardmember Maharaj to
approve the Meeting Minutes for November 16, 2017, as submitted.
All in favor. Meeting Minutes were approved.
PUBLIC COMMENTS
DISCUSSION AND POTENTIAL ACTION ITEMS
1. Joshua Tree Gateway Communities – Report – Stephanie Greene with FG Creative
presented the new marketing plan for JTGC, including a Proposal for Partners.
Boardmembers agreed to review the proposal before the next TBID meeting in January.
Stephanie also announced that brochures and collateral are needed for Desert Woman’s
Show Jan. 13-14 in Palm Springs. The board is invited to send a rep and help in the booth.
2. 29 Palms Chamber of Commerce – Report – Jacob Smith, Chamber President and current
acting Executive Director, announced the Dec. 14 general meeting regarding the direction
of the Chamber. Regular meetings are third Thursday of the month at 5 p.m. at the Visitor
Center/Chamber conference room. TBID members are invited to attend and participate.
3. MCAGCC – Report – City Manager Luckino reported that Jim Ricker will put TBID on the
calendar starting in January and will have a base representative attend TBID meetings.
4. Partnerships
Discuss plans and boardmember assignments for establishing partnerships with local and
regional organizations and events, as well as City Council, as described in the TBID
Tourism Marketing Plan.
Boardmember Maharaj would like to work with JTNP Association, City Council, Vipassana;
and she is already involved with JTNP Council for the Arts. Vice Chair Congdon already
works with Sky’s The Limit and the city’s Public Arts Advisory Committee (PAAC), and she
would like to work with City Council and JT Residential Education Experience (Science
Camp). Boardmember Dusastre will work with Mojave Desert Land Trust (MDLT) and
International Dark Sky Association. Board agreed that the Casino needs to be on the list.
City Manager Luckino said the City Council will be setting up a standing committee to
interface with the TBID.
5. Tourism Marketing Plan & Budget
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Review and discuss updates to the Tourism Marketing Plan and Budget for 2017-2018.
a. Report on costs associated with vendor contracts for Website Redesign and
Social Media Marketing and the remaining funds as posted in the Internet
Marketing budget.
Marketing Specialist Waite stated that the new contracts would represent
$10,285 for website redesign and a maximum of $16,800 for social media
marketing in the Internet Marketing section of the budget, thereby leaving a
balance of $16,875 for web hosting and other Internet marketing.
Boardmember Maharaj was concerned about progress and metrics/ROI; she
and Boardmember Dusastre will be a subcommittee to oversee the social media
marketing, and she requested that the Marketing Specialist set up a baseline
with current social media statistics before the new contractor begins.
b. Contracts for Website Redesign and Social Media Marketing were presented to
City Manager Luckino for approval and processing.
ACTION: A motion was made by Boardmember Dusastre, seconded by Boardmember
Maharaj, to authorize the City Manager to negotiate and execute the contracts with the
contractors, Lori Rennie of Benchmark Studios for website and Robin Zimmermann of
Ventlas IMC for social media.
The above motion was carried by the following:
ROLL CALL VOTE
AYES: Congdon, Dusastre, Maharaj
NOES:
ABSTAIN:
ABSENT: Graskowiak, Mehta
6. Website Redesign
Review of website redesign progress. The Board agreed to hold a special meeting where
web designer Lori Rennie will present 2 or 3 sample website designs to choose for
acceptance. It was decided to set a special meeting for Tuesday, Dec. 19, morning or
afternoon, based upon ability for board members to attend.
BOARDMEMBER COMMENTS
Boardmember Dusastre shared the impact of the billboard campaign for celebrating the three new
National Monuments, and she reported there was a tremendous response. Three billboards are up
plus banner signs on Hwy 62; they will be up for 12 weeks. Boardmember Maharaj said she is
looking forward to the new website design.
MARKETING SPECIALIST COMMENTS
FUTURE ITEMS FOR THE AGENDA
Chamber of Commerce memberships for 29 Palms, Joshua Tree, Yucca Valley.
Update on MBTA shuttle bus into Joshua Tree National Park.
New JTGC proposal to the TBID for possible acceptance for co-op marketing.
ADJOURNMENT – Vice Chair Congdon adjourned the meeting at 5:21 p.m. The next TBID
Advisory Board meeting will be a Special Meeting on Tuesday, Dec. 19, at 10:00 a.m., at City Hall,
and the next Regular Meeting will be Thursday, Jan. 11, 2018, at 4:00 p.m. at City Hall.
Respectfully submitted,
Vickie Waite, Marketing Specialist
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TWENTYNINE PALMS TOURISM BUSINESS IMPROVEMENT DISTRICT
SPECIAL MEETING MINUTES
City Hall, 6136 Adobe Road, Twentynine Palms, CA 92277
www.29palms.org / www.Visit29.org
Tuesday, December 19, 2017
SPECIAL MEETING MINUTES
CALL TO ORDER – Chair Mehta called the meeting to order at 10:10 a.m.
Pledge of Allegiance – Vice Chair Congdon led the Pledge of Allegiance.
Roll Call – The following TBID Advisory Boardmembers were present: Congdon, Dusastre,
Maharaj, Mehta.
Absent: Graskowiak
PRESENTATIONS – None
BUSINESS
PUBLIC COMMENTS
DISCUSSION AND POTENTIAL ACTION ITEMS
1. Website Redesign
Review and discuss proposed site map, website designs, and color pallets for Visit29.org,
as presented by the Marketing Specialist and the Website Designer, and be prepared to
vote on preferences and provide comments for next phase development.
ACTION: A motion was made by Vice Chair Congdon, seconded by Boardmember
Dusastre, to select the design comp #2 as presented by Lori Rennie of Benchmark Studios,
with the noted changes, including items from #1, and recommend that the Web Designer
and Marketing Specialist proceed with populating the site pages with photos and text.
The above motion was carried by the following:
ROLL CALL VOTE
AYES: Congdon, Dusastre, Maharaj, Mehta
NOES:
ABSTAIN:
ABSENT: Graskowiak
2. Tourism Marketing Plan & Budget
Review and discuss any changes or updates to the Tourism Marketing Plan and Budget for
2017-2018. No changes.
ADJOURNMENT – Chair Mehta adjourned the meeting at 11:45 a.m. The next TBID Advisory
Board meeting will be held on Thursday, January 11, at 4:00 p.m., at City Hall.
Respectfully submitted,
Vickie Waite, Marketing Specialist
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Page 6 of 30
2017-2018 Marketing Plan
January 11, 2016
Page 7 of 30
All Rights Reserved 2017-2018 * Private & Confidential * Proprietary Information
Contents Remain Property of FG Creative until Assigned * Fees Valid for 30 Days
74020 Alessandro, Suite E • Palm Desert, CA 92260 • 760.773.1707 • www.FGCreative.com
INTRODUCTION
The Joshua Tree Gateway Communities Tourism Committee was established to
promote local events, showcase unique attractions and identify exclusive
locations that will enhance the experiences of visitors and residents.
Table of Contents
I. Goals
II. Overview of Efforts to Date
a. Website
b. Social Media
c. Graphics
III. Key Partners - Program
IV. New Co-Operative Advertising Program Overview
a. Target Markets
b. Types of Travelers
c. Advertising Options
V. Case Study: FG Creative and City of La Quinta
Page 8 of 30
I. GOALS
• Realign the JTGC team to coordinate all efforts.
• Capitalize on the visitor traffic to Joshua Tree National Park by targeting marketing
outreach efforts to the Hi Desert & Coachella Valley regions.
• Focus on three points of entry;
• Yucca Valley/California Welcome Center
• Twentynine Palms/Visitors Center
• Joshua Tree/Visitors Center
• Concentrate initial efforts with the key partners of Town of Yucca Valley/California
Welcome Center, Twentynine Palms TBID, San Bernardino County and 29 Palms
Band of Mission Indians.
• Create messaging that highlights the area assets, partners and events.
• Craft a multi-tiered Co-Operative advertising plan.
• Build a database for ongoing email engagement with partners and visitors.
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II. CURRENT EFFORTS
A. THE WEBSITE:
www.visitjtgc.com
• Over 2,000 unique visitors in the last 3
months.
• Mobile Responsive
• Complete list of events
• Video assets
• Links
• Opportunities for partners with new
enhanced listings.
• Updates in process.
• Complete report of analytics in
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process.
II. CURRENT EFFORTS
Sample Report
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II. CURRENT EFFORTS
B. SOCIAL MEDIA
Instagram Twitter Facebook
• 1,063 followers • 352 followers • 800 followers
• Daily posts • Daily posts • Daily posts
• Stellar organic engagements • 22,847 Impressions last 3 • 4.6 Star Rating
• 85,000 Impressions last 3 months • 31,500 Impressions last 3 months
months
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II. CURRENT EFFORTS
B. SOCIAL MEDIA
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II. CURRENT EFFORTS
B. SOCIAL MEDIA
YouTube Channel – 11 Feature Videos
Page 14 of 30
II. CURRENT EFFORTS
C. GRAPHIC DESIGN
• New Rack Card
• New Business Cards
• New Email Template
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III. KEY PARTNERS PROGRAM
TIER ONE PARTNERS
• Twentynine Palms TBID
• Town of Yucca Valley
• San Bernardino County – Tourism Department
• 29 Palms Band of Mission Indians
In order for JTGC to provide the planning and coordination services to oversee continued marketing
efforts and the newly proposed Cooperative Program, the key partners will be asked to take a
leadership role in funding for the next 24 months, beginning in January 2018.
MONTHLY FEE FOR 29 PALMS TBID: $750.00
March 1 – September 30, 2018
Includes:
• A monthly meeting with the JTGC marketing team to set strategies and review analytics;
• Enhanced Listing on the JTGC website, designed to direct traffic to the Visit 29 Website.
• Social media content, including one dedicated post per week, and paid boosted social media
post per month on Facebook and/or Instagram. These will link to the Visit 29 Palms website and
include any other content/messaging as directed by 29 Palms.
• Enhanced topic in new monthly E-Newsletter, which will be sent to database and media contacts.
• Discounted rates for the Co-Op Program options. (In development)
29 Palms TBID will receive a customized report of each month, showing direct results based on
impressions, outreach, website interaction, social media results and results from any co-op marketing.
VALUE: $2,500+
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IV. CO-OP PROGRAM
TIER TWO PARTNERS
• Twentynine Palms Marine Base
• Yucca Valley Chamber of Commerce
• Joshua Tree Chamber of Commerce
• Twentynine Palms Chamber of Commerce
• California Welcome Center
• Mojave Valley Land Trust
• Local Hoteliers
• Other Entities
The Concept of Co-Op Marketing: Better Together
The JTGC Co-Operative Program
• Team up on marketing initiatives.
• Garner major media exposure that would otherwise be cost prohibitive.
• Make a profound impact on influencing travelers within the JTGC region.
Pooling marketing funds, to create a notable marketing program that will bring ROI to
each partner. This plan and catalog of proposed marketing opportunities will showcase
each partner’s messaging/brand while sharing ad space to leverage a larger
marketing co-op budget.
Page 17 of 30
IV. CO-OP PROGRAM
A. TARGET MARKETS
IV. CO-OP PROGRAM
• Visitors and Residents within the geographic range
• Hi-Desert Communities
• Coachella Valley/Banning/San Bernardino
• I-15 from San Bernardino up the Cajon Pass to Apple Valley
• I-15 Corridor from Apple Valley to Stateline
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IV. CO-OP PROGRAM
B. TYPES OF TRAVELERS
• Budget Backpackers: Relatively young, new to travel and
wants to have amazing adventures and experiences. They
like deals and discounts, and free activities.
• Spontaneous Wanderers: Free spirits who go where the wind
takes them. They don’t like to book ahead. They like lots of
options and lots of communication to point out what is hot,
new and happening now.
• Pre-Travel Planners: appreciate structure, agendas and pre-
paid arrangements. They tend to organize for a group, and
want to feel in control, know all the options, and offer
packaged adventures to create a complete experience.
• Big Spenders: Have money to burn and want the most out of
their trip. They have expensive tastes and only want unique,
high-quality offerings. They like several experiences
packaged together, but all have to be over the top.
• Once in a Lifetime Explorers – Hungry for action and ready for
anything. They share some attributes with Big Spenders, with
some differences. They only spend extra on truly unique and
exceptional experiences. They are thrill seekers and want to
collect stories & memories to share, post & blog about.
Page 19 of 30
IV. CO-OP PROGRAM
C. CO-OP OPTIONS
The Co-Op Catalog of Marketing Options, currently in
production, will outline:
• A variety of recommendations for advertising.
• The number of partners allowed in each opportunity.
• Cost.
• Duration of commitment.
The more traditional forms of advertising have seen significant changes in the past two
years – mobile devices, developments in digital platforms and data sources are
changing how people plan and experience the world.
FG Creative, JTGC’s marketing partner, has successfully managed a similar Co-Op
program of this nature for the City of La Quinta, with great success for over 40
participating businesses in 2008-2010. The program generated ROI for each participant
and helped the City assist in specific goals of business development and growth in the
midst of the recession.
Page 20 of 30
IV. CO-OP PROGRAM
Initial Options Under Consideration:
• Billboards at Entry Points: Hwy 62; I-15 through Amboy; I-15 through Apple Valley via
Hwy 247; East from Rice Road/River traffic via Joshua Tree.
• JTGC Website: Enhanced Presence on Website/Individual Landing Pages.
• JTGC Website: Home Page Premium Ad - featured Event.
• Social Media Campaigns; Boosting, Ad Campaigns, etc.
• Digital Campaigns; Using Geo-fencing technology to deliver a set of ads, grouped
by target groups or demographics.
• Digital Campaigns; Using Audience Extension to deliver banner advertising on select
relevant websites grouped by target groups or demographics.
• Site Specific Paid Campaigns: Coordinate grouped messaging to key sites such as
Yelp, Trip Advisor, Facebook, Instagram and YouTube.
• Traditional Marketing Mediums: Print, Radio, Inflight Magazines, etc.
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V. CASE STUDY – LA QUINTA
FG Creative and the
City of La Quinta – Business Co-Op Advertising Program
•40 Participants
• ROI for a majority of businesses
• Participants included auto dealer groups, small retail shops, restaurants, art
galleries and professional services.
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V. CASE STUDY – LA QUINTA
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V. CASE STUDY – LA QUINTA
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Thank You!
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Twentynine Palms Tourism Business Improvement District
51-1013 TOURISM MARKETING BUDGET 2017-18 2017-18 2017-18
6348 TRAVEL SHOWS Budget Adjusted Actual Date Pd.
Feb.2018 LOS ANGELES Travel & Adventure Show 2018 (Feb.24-25) Prepaid Prepaid Prepaid
Expenses: Booth Equipment 6'x42"Counter $270/$169, Cartload In/Out $80 $350.00 $249.00 $169.40 Pending
Expenses: Hotel+Val$1020,Meals$165,Car$335/Gas$40,CCParkg$40 $1,600.00 $1,800.00
LOS ANGELES Travel & Adventure Show 2019 (Prepay for 2019) $3,170.00 $3,170.00
Jan.2018 SAN DIEGO Travel & Adventure Show 2018 (Jan.13-14) Booth $3,695 $0.00 $0.00 $0.00
Expenses: Booth Equipment 4'x42"Counter $195, Cartload In/Out $80 $0.00 $0.00 $0.00
Expenses: Hotel+Val$1060,Meals$117,Car$207/Gas$30,Prk$60(VisitCADeserts) $1,200.00 $1,500.00 $1,474.41 1/16/2018
May2018 IPW International, VisitCADeserts, Expenses (Denver2018, Anaheim2019) $0.00 $0.00 $0.00
$6,320.00 $6,719.00 $1,643.81
6347 TRADE CONVENTIONS & ORGANIZATIONS
Jan.2018 CaliforniaTravelAssn. Membership (<$1M in tourism revenue = $450/yr.) $450.00 $495.00 $495.00 Pending
May2018 CalTravelSummit ($699Reg+$85TBID+Exp=$1,600) (SD May29-June1) $1,600.00 $1,600.00
April2018 San Bernardino County EDA Tourism Summit (SB/JT/LkArrowhd) Exp. $300.00 $0.00
$2,350.00 $2,095.00 $495.00
6346 TOURISM PRINT ADS
Nov.2017 Sunset Magazine, Travel Directory ad, Dec./Jan. issue ($1,750x3) (315K) $1,750.00 $1,750.00 $1,750.00 1/10/2018
Dec.2017 Sunset Magazine, Travel Directory ad, Feb. issue ($1,750x3) (315K) $1,750.00 $1,750.00
Jan.2018 Sunset Magazine, Travel Directory ad, Mar. issue ($1,750x3) (315K) $1,750.00 $1,750.00
California Road Trips , VisitCalifornia annual Sunset insert ($3,250) (1M) $3,250.00 $3,250.00
$8,500.00 $8,500.00 $1,750.00
6345 REGIONAL PRINT ADS
July2018 Hwy 62 Art Tours Catalog, Oct. full-page Patron Sonsor ad (10K) $1,250.00 $1,250.00
Nov2017 "Off the Grid" Visitor Magazine (HDPublishing 1/4-pg ad @$195) $195.00 $195.00 $195.00 12/19/2017
Mar.2018 "Off the Grid" Visitor Magazine (HDPublishing 1/4-pg ad @$195) $195.00 $195.00
Feb2018 Desert Magazine (The Desert Sun insert, 1/4-pg @$485 x6 issues) $2,910.00 $2,910.00
Apr.2018 CaliforniaWelcomeCenter, 29 Palms backlit panel ad, brochure, web ad+link $225.00 $225.00 $225.00 10/3/2017
$4,775.00 $4,775.00 $420.00
6241 MARKETING SUPPLIES
2017-18 Office supplies/labels/printer ink/paper/envelopes/stamps/copies etc. $1,000.00 $1,000.00 $18.85 1/10/2018
Jan.2018 Travel Show Giveaways: (Pens1000@.32+/.77+); (Totes@2.45+) $1,225.00 $1,225.00
Jan.2018 Travel Show Supplies: Postcard/RackCard holders, Plastic bins, other $60.00 $60.00
Jan.2018 Printing: Drawing entry forms (30 pads@50/pad=1,500) $50.00 $50.00
Jan.2018 Printing: Visit29 Bookmarks/Handouts (50sheets11x17,10-up=500) $30.00 $0.00 $0.00
Oct.2017 Business cards (500 @$35) $35.00 $35.00 $34.80 Pending
Marketing Equipment $3,000.00 $3,000.00
$5,400.00 $5,370.00 $34.80
6356 INTERNET MARKETING & WEBSITE DESIGN
Internet marketing & advertising (Total was $43,960) $16,875.00 $19,000.00
Social Media Marketing (Feb.)(@$20/hr. x 8mos./34wks.) $16,800.00 $13,600.00
Website Redesign $10,285.00 $10,285.00 $3,160.00 12/4/2017
Website Hosting/Maintenance,DomainRenewal($130.81)(GoDaddy$560) ? $700.00 $130.81 11/14/2017
ConstantContact Email Marketing fee (501-2500 names) (April 2017-2018) Prepaid Prepaid Prepaid
Mar.2018 ConstantContact Email Marketing fee (501-2500 names) (April 2018-2019) $540.00 $540.00
TripAdvisor.com PremiumDestinationMktg sponsorship (May2017-May2018) Prepaid Prepaid Prepaid
Apr.2018 TripAdvisor.com PremiumDestinationMktg sponsorship (May2018-May2019) $5,500.00 $5,500.00
$50,000.00 $49,625.00 $3,290.81
Subtotal Tourism Marketing: $77,345.00 $77,084.00 $7,634.42
CONTRACT SERVICES
6353 Marketing Specialist: Implement Marketing Plan & Budget; Manage Mtgs. $30,000.00 $30,000.00 $9,380.00 1/22/2018
Manage Visit29.org website, Internet marketing, Email marketing, Media,
FAMS, Travel/Trade Shows. Design/produce web/print ads, brochures.
Maintain Photo Inventory, Stories, Blogs. Manage office, supplies, metrics.
Contract Services: $30,000.00 $30,000.00 $9,380.00
Tourism Marketing + Contract Services: $107,345.00 $107,084.00 $17,014.42
6244 Contingency: Contingency Fund: +/- 10% of Total $10,000.00 $10,000.00 $0.00
TOTAL BUDGET: $117,345.00 $117,084.00 $17,014.42
Budget Approved, TBID Advisory Board 9/19/2017 ~ UPDATED 02/01/2018rev
Page 27 of 30
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