Twentynine Palms Tourism Business Improvement District Meeting

TWENTYNINE PALMS TOURISM BUSINESS IMPROVEMENT DISTRICT REGULAR MEETING AGENDA 6136 Adobe Road Twentynine Palms, CA 92277 www.29palms.org / www.Visit29.org TELECONFERENCE: DoubleTree by Hilton Hotel 4048 Cerrillos Road, Santa Fe, NM 87507 Thursday, December 9, 2021 REGULAR SESSION AGENDA 3:30 P. M. CALL TO ORDER Pledge of Allegiance. Roll Call. CHANGES TO AGENDA PRESENTATIONS 1 Presentation by the National Park Service regarding the new Joshua Tree National Park Visitor and Cultural Center in Project Phoenix. 2 Presentation by City of Twentynine Palms Events Coordinator Christina Benton regarding grand opening plans for Project Phoenix. BUSINESS 3 Updates on COVID-19 Related Travel Restrictions 3 Visit 29 Palms TBID - COVID Related Travel Updates and Restrictions 4 Destination Updates - What's New in 29 Palms 5 - 11 Visit 29 Palms TBID - Destination Updates Page 1 of 29  5 Q1 Digital Marketing Program Results 13 - 17 Visit 29 Palms TBID - Digital Marketing Program Updates 6 Overview on TBID Sponsored Fall Events 19 - 23 Visit 29 Palms TBID - Sponsored Fall Events PUBLIC COMMENTS DISCUSSION AND POTENTIAL ACTION ITEMS 7 Internet Radio Advertising Campaign Proposal 25 Visit 29 Palms TBID - Internet Radio Advertising Proposal 8 Vacation Races 2022 Joshua Tree Half Marathon Sponsorship Proposal 27 Visit 29 Palms TBID - Vacation Races Sponsorship Proposal 9 29 Palms Visitor Center 29 Visit 29 Palms TBID Meeting - 29 Palms Visitor Center BOARDMEMBER COMMENTS DIRECTOR OF MARKETING 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 3:30 p.m., December 6, 2021. Cindy Villescas CMC, City Clerk Time/Date Page 2 of 29  New and extended COVID-19 travel rules and restrictions Domestic Travel International Travel As of December 2, 2021: As of November 26, 2021: • The Administration announced it will • The Administration announced it will restrict travel extend the current mask mandate through from Botswana, Eswatini, Lesotho, Malawi, to mid-March (previously set to expire in Mozambique, Namibia, South Africa, and Zimbabwe January) due to concerns over the Omicron variant. These • This requires all travelers to wear masks on restrictions do not apply to U.S. Citizens. airplanes, trains, boats, and busses, as well as in airports and other transportation As of December 6, 2021: hubs. • All air passengers 2 years or older with a flight departing to the U.S. from a foreign country are For more information, visit: www.cdc.gov required show a negative COVID-19 viral test result taken no more than 1 day before travel or provide documentation of having recovered from COVID-19 in the past 90 days, before they board their flight. This new rule applies regardless of a traveler’s nationality of vaccination status. For more information, visit: www.travel.state.gov Page 3 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021. Page 4 of 29  Destination Updates Page 5 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  GRND SQRL 73471 Twentynine Palms Highway www.instagram.com/grnd.sqrl GRND SQRL is 29 Palms’ new brew pub and restaurant serving everything from their signature Sqrl Burger to the local favorite Jalla New Businesses Sandwich. With a variety of beers on tap, GRND In 29 Palms SQRL is quickly becoming a new favorite for locals and visitors alike. Current business hours: Wednesday, Thursday 4 PM – 8 PM Friday, Saturday 10 AM – 10 PM Sunday 10 AM – 4:30 PM Page 6 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  Out There Bar 73839 Twentynine Palms Highway www.instagram.com/outtherebar Out There Bar is 29 Palms’ newest neighborhood bar serving up the last cold beer on Route 62. After a great opening weekend in New Businesses October, Out There has attracted locals and In 29 Palms visitors alike every weekend. The psychedelic desert monument in open six days a week. Current business hours: Wednesday 5 PM – 12 AM Thursday, Friday, Saturday 5 PM – 2 AM Sunday 12 PM – 12 AM Page 7 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  New Events Downtown 29 Palms Sunset Stroll Split Rock Ave – Yucca Ave | Bi-Weekly Event visit29.org/event/sunset-stroll Established by the new business owners in the downtown area, Sunset Stroll brings a new and exciting bi-weekly market to the community. Participating businesses include White Label Vinyl, Hi-Desert Daydream, Donahlue Clothing Co., The Lobby by Desert Beacon, Table-Top Heroes, and GRND SQRL, plus a great variety of additional local vendors who setup pop up tents along Hwy 62 in the downtown area. Page 8 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  New Events Kitchen Comedy 29 Kitchen in the Desert | Monthly Event www.instagram.com/kitchencomedy29 Hosted by Jenny Zigrino, Kitchen Comedy 29 is a new monthly series that kicked off in September and brings some of LA’s best comedians to Kitchen in the Desert. Featured comedians have been seen or written for such networks as HBO, Netflix, Hulu, Comedy Central, and more. Page 9 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  New Events Vinyl Record DJ Sets Out There Bar | Every Wednesday Out There Bar has been hosting White Label Vinyl for a weekly vinyl record DJ set every Wednesday from 8 PM – 11 PM. Since October 27th, White Label Vinyl has curated setlists filled with every genre from punk to funk, rock to new wave, and more. This is quickly turning into a great event for every music lover to kick back and enjoy great music with friends and family at 29 Palms’ newest neighborhood bar. Page 10 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  Coming Soon Wander Hotel Located on 11.3 acres between Split Rock and Bullion along Foothill Drive, Wander Hotel will offer 65 lodging units, a swimming pool, and co-working office. The lodging inventory will be made up of 25 suites (320 square-feet) and 40 rooms (160 square feet). The site plan, design review and conditional use permit were approved by the 29 Palms Planning Commission on November 2, and it is expected the property will open within two years. Page 11 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021. Page 12 of 29  Q1 Marketing Program Updates October, November, 2021 Page 13 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  Q1 Paid Search Campaign Results October 1 – 31, 2021 • Total Impressions: 16,700 +20% • Total Clicks: 1,310 +18% • Click Through Rate: 7.87% • Average Cost Per Click: $0.69 -15% November 1 – 30, 2021 • Total Impressions: 39,200 +135% • Total Clicks: 2,820 +115% Example of most-shown Google search ad • Click Through Rate: 7.20% -8% • Average Cost Per Click: $0.32 -53% Top 10 Performing Targeted Markets (by County): Riverside, San Bernardino, Los Angeles, Orange, Clark (NV), Ventura, Santa Clara, San Francisco, Maricopa (AZ) Page 14 of 29 %’s reflect month over month comparison/percentage changes Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  Q1 Digital Display Campaign Results In additional to geographic targeting that focused on key markets in California, Arizona, Nevada, Oregon and Washington, this display campaign also targeted users based on interest in adventure travel, family travel, ecotourism, road trips, hiking, national parks, hotels and accommodations, with an added element of adding some selected placements online which targeted lifestyle and outdoor recreation companies/publications. . October – November 2021 • Total Impressions: 458,000 • Total Clicks: 390 • Click Through Rate: 0.09% • Average Cost Per Click: $3.04 Top 10 Performing Targeted Markets (by City): Los Angeles, San Francisco, Seattle (WA), Portland (OR), Las Vegas (NV), Phoenix (AZ), San Diego, Tucson (AZ), Spokane Page 15 of 29 (WA), Sacramento Examples of creative Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  Q1 Paid Social Media Campaign Results Utilizing scenic drone footage showing the drive south along Utah Trail towards the city, this combined Facebook and Instagram campaign reached 72,857 targeted users, generating 1,694 clicks to Visit29.org. Page 16 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  NEW – Visit 29 Palms launches on TikTok Page 17 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021. Page 18 of 29  Updates on TBID Sponsored Fall Events Page 19 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  Sponsored Fall Events Night Sky Festival SOLD OUT | September 3-4, 2021 • The return of the annual Night Sky Festival went extremely well, and the event attracted visitors from across California, as well as visitors from Arizona, Kentucky, Nevada, New York, Texas, and Washington. • The event included participation by 34 Astronomers, 4 members of Compton College STEM Club, 5 lecturers, 2 night sky photography workshops (15 participants), 2 Native American storytellers, 3 USMC volunteers, 28 volunteers, 16 JTNP Staff, 2 musicians, 3 Tech crew, 4 members of CERT, and MBA command vehicle. The weekend before, 12 USMC volunteers worked over 2 days to prepare the campus. • Visit 29 sponsorship covered the cost of shuttle buses and Burrtec sponsored the temporary facilities on campus. The City of 29 Palms sponsored the use of the Luckie Park Activity Center, Patriotic Hall, and the Rotary shelter. Page 20 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  Sponsored Fall Events Joshua Tree Music Festival SOLD OUT | October 7-10, 2021 • Event organizers were thrilled to bring the festival back after an 18- month pause and intentionally capped attendance at 1,000 out of an abundance of caution due to COVID concerns. • Great feedback from artists and attendees on how the smaller crowd size made for a more intimate and special experience. • Event organizers did a great job of making it a safe and comfortable setting, ensuring handwashing and hand sanitizing stations were widely available as well as offering masks and special “give me space” wrist bands for those who wanted to let others know they needed a little extra space. • The JTMF team look forward to hosting the next festival in May 2022 with a similar format of limited capacity and streamlined lineup. They thank Visit 29 Palms and all the other amazing local businesses who supported the return of the Joshua Tree Music Festival this fall and look forward to working with everyone again in 2022. • Visit 29 Palms’ sponsorship agreement includes the May 2022 festival and with it, backlinks to lodging resources on Visit29.org will remain active on the Joshua Tree Music Festival's site. Page 21 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  Sponsored Fall Events Vacation Races Joshua Tree Half Marathon 3,000 Participants | November 6, 2021 • This was the last race in Vacation Races’ 2021 series and was extremely well attended with 3,000 runners participating from across the country. • With lodging backlinks established on the Vacation Races website early on, hotels and motels across the City of 29 Palms hosted participants and event organizers over the weekend of Nov 5-7. • Taking advantage of the on-site activation opportunity, Visit 29 Palms hosted a booth during the event expo and staff were able to interact with runners from across the country, some of whom were running the race for the first time, and some who were seasoned experts. Being able to run this race in the evenings and under the stars makes for an unforgettable experience. • Visit 29 Palms has the opportunity to sponsor the 2022 Joshua Tree half marathon which is set to be formally announced in mid-December. Page 22 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.  Sponsored Fall Events Joshua Tree National Park Art Exposition November 4-28, 2021 • The 29 Palms Art Gallery welcomed over 400 visitors over the Art Expo weekend with an estimated 30% from within the Morongo Basin, 20% from the Coachella Valley and 50% from out of the area, many of whom were staying in local hotels. • Juried Exhibition: Out of 108 entries, 60 artists from the desert region and across California and the U.S. were selected to show in this year’s exhibition. • Gallery guests enjoyed the Art Market booths, art activities for all ages, music, and grilled burgers and hot dogs on the gallery patio on Nov. 6-7; plus the art exhibition in the gallery and awards reception on Saturday night. • Art Sales: 14 pieces of art were sold in just the first 4 days of the Art Expo show at 29 Palms Art Gallery, totaling $13,000 which is an all-time record for the gallery! Page 23 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021. Page 24 of 29  Internet Radio Advertising Campaign Proposal Flight Dates: February 1 – March 29, 2022 Budget: $5,000 :30 second audio messages 300x250 banner ads Program Details: $12 CPM 200,000 impressions – California (LA, SD, SF) 116,000 impressions - Nevada (Las Vegas) 100,000 impressions – Arizona (Phoenix) 416,000 total, guaranteed impressions Page 25 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021. Page 26 of 29  Vacation Races / 2022 Joshua Tree Half Marathon Event Sponsorship Proposal Vacation Races invites Visit 29 Palms to participate as Select Sponsor of the 2022 Vacation Races Half Marathon. As a Select Sponsor, Visit 29 Palms will be provided with the following opportunities: Race Guide Program: Print & digital, virtual swag bag Digital Media: Combination of five FB and IG posts and two blog posts; posted monthly, written by Vacation Races’ marketing team. Joshua Tree Half Marathon Joshua Tree Travel Page: Visit 29 Palms information posted and linked to URL of November 5, 2022 your choice 3,000 participants Vacation Races Logo Rights: For use on flyers and banners promoting VR and Sponsorship Fee: $2,000 Joshua Tree race and welcoming participants; must be approved by VR team in advance. On-Site Activation: 10x10 Expo Day Page 27 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021. Page 28 of 29  29 Palms Visitor Center Operations With Project Phoenix and the new Joshua Tree National Park Visitor and Cultural Center set to open in March, the following topics need to be discussed: • Closure of the 29 Palms Visitor Center located at 73484 Twentynine Palms Hwy. • Visit 29 Palms presence within the Project Phoenix site • TBID staff relocation • Digital kiosk display opportunities Page 29 of 29 Visit 29 Palms Tourism Business Improvement District Meeting: December 9, 2021.