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 Thursday, November 30, 2023 REGULAR SESSION AGENDA 3:30 P. M. CALL TO ORDER Pledge of Allegiance. Roll Call. CHANGES TO AGENDA PRESENTATIONS BUSINESS 1 Visit 29 Palms TBID Marketing Updates 3 - 11 Visit 29 Palms TBID Marketing Updates Nov 30 2023 PUBLIC COMMENTS DISCUSSION AND POTENTIAL ACTION ITEMS 2 City Council and TBID Strategic Planning Follow Up Discussion 13 - 15 Follow Up Discussion Points to October 30 Strategic Planning Session 3 Visit 29 Palms TBID Staffing and Contract Services 17 - 18 Visitor Center Operations & Social Media Support 4 Event Sponsorship Guidelines and Subcommittee Appointments 19 - 20 Visit 29 Palms TBID Event Sponsorship Guidelines FY 23-24 5 Participation at U.S. Travel's IPW in May 2024 in Los Angeles, CA 21 - 22 IPW Partner Participation Opportunity Visit California Deserts Page 1 of 48  6 City of Twentynine Palms Public Arts Advisory Committee (PAAC) Proposal to 23 - 39 Restore/Relocate 29! Sculpture PAAC Proposal for 29! Sculpture Restoration Relocation 7 Sponsorship Proposal for 2024 Second Edition Twentynine Palms Book Festival 41 - 48 Event Sponsorship Proposal Second Edition Twentynine Palms Book Festival BOARDMEMBER COMMENTS DIRECTOR OF MARKETING COMMENTS CITY MANAGER 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., November 27, 2023. Cindy Villescas CMC, City Clerk Time/Date Page 2 of 48  Tourism Business Improvement District Advisory Board Meeting November 30, 2023. Page 3 of 48  11/27/2023 VISIT29.ORG REDESIGN Target for launch: December 6, 2023 Project updates and milestones: Next steps for Visit 29 Palms staff: CMS Design & Development Content Development • Design system established (fonts, colors, graphics) • Digital visitor guide near competition • Design prototypes established • New page content development near completion • CMS development phase now complete • Coordination of video for key landing pages Advanced Sitemap Development Extranet • Sitemap analysis and findings review completed • Configuration/customization of extranet • New advanced sitemap developed and completed • Staff training webinars CRM Development & Data Import Destination Travel Network (DTN) • CRM launched; data import completed • Ready to launch program following launch • CRM configuration and training ongoing of new site; all ad outreach and sales • Listing categories and subcategories under development handled by agency • Extranet launched, under development Page 4 of 48  11/27/2023 INDUSTRY EVENTS & FAM TOURS Avianca Travel Trade & Media FAM Tour September 13-14, 2023 Avianca Travel Trade & Media FAM Tour In partnership with Discover Inland Empire • 5-day, 4-night FAM tour through the Inland Empire region, with an overnight stay in 29 Palms on September 13. • The 5-member FAM group included sales executives and operations managers from leading travel and tour operators and airlines from Central America, including the Avianca airline, All American Travel, Ernesto Mochilero, Rumbos Reps, and Amate Travel. • Visit 29 Palms staff hosted a meet & greet at the City’s Visitor Center, followed by hotel tours and a hosted dinner. Complimentary lodging was provided by Oasis Inn & Suites. Page 5 of 48  11/27/2023 INDUSTRY EVENTS & FAM TOURS PROST Desert Cities Luncheon October 5, 2023 PROST Desert Cities Luncheon In partnership with Visit Greater Palm Springs • Visit 29 Palms was invited to be a guest presenter at the October PROST luncheon, hosted by GPSCVB. • These monthly industry networking events bring together leading travel agents and advisors from across the Coachella Valley region. • Visit 29 Palms staff had the opportunity to share destination updates, promote the City’s diverse lodging, and spotlight upcoming signature fall events. Page 6 of 48  11/27/2023 DIGITAL MARKETING September 1 - November 27, 2023 % comparison to same period last year Search Engine Marketing / Paid Search • Search campaigns are averaging a 2.73% click through rate and $0.44 CPC, with 1.02 million impressions and 7,490 clicks. Instagram • 221 New page followers +3.8% • 1,003 Engagements +37% • 2,900 Combined post reach -20% Facebook • 57 New page likes +11% • 457 Engagements +21% • 7,500 Combined post reach +81% E-News Blast • Fall Festivals & Events - “Experience a Vibrant Autumn in the Desert: Music, Art, Books, Half Marathons, and More Await” • Sent to 3,545 subscribers; 41% open rate, 3% click through • 61 new subscribers from website +22% Page 7 of 48  11/27/2023 VISIT29.ORG KPI’S September 1 - November 27, 2023 % comparison to same period last year Audience Overview User Acquisition Outbound Lodging Link Clicks • 23,701 Users -2% • 54% Organic +12% • 1,991 clicks +9% • 29,157 Sessions -1% • 26% Paid Search -23% • 47,329 Pageviews -9% • 10% Direct – No change Online Leads & Inquires • 1.99 Pages/Session -1% • 9% Display +11% • 44 live chats +4% • 1:22 Avg. Session Duration +1% • 9% Referral +18% • 39 offline messages +2% • 69.38% Bounce Rate – No change • 3% Social +2% Top 10 Pages by Engagement 1. /home 2. /lodging 3. /events 4. /lodging/hotels-motels 5. /restaurants 6. /attractions 7. /events/87th-annual-pioneer-days 8. /attractions/stargazing 9. /lodging/vacation-home-rentals 10. /explore/Joshua-tree-national-park Page 8 of 48  11/27/2023 CITY OF 29 PALMS VISITOR CENTER 2023 YTD Total Visitation 4,279 visitors +14% over previous year Fall Visitation September 1 – November 27, 2023 70% Domestic Visitation • 60% Western U.S. (CA, OR, WA, CO) • 15% Midwest U.S. (MN, MO, OH, WI) • 11% Northeast U.S. (NY, NJ, PA, MA) • 8% Southeast U.S. (GA, FL, NC, TN) • 6% Southwest U.S. (NV, AZ, TX, OK) 30% International Visitation • 20% Europe (Germany, UK, Switzerland, France) • 8% Canada (BC, AB, ONT, QC) • 3% Oceania (New Zealand, Australia) Page 9 of 48  11/27/2023 TBID ASSESSMENT RESULTS FY 22-23 Year-End Total: $390,037 +9% YOY • Hotels Year-End: $208,217 -2% YOY • VHR’s Year-End: $181,821 +23% YOY Total Hotel VHR 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 Oct - Dec '22 Jan - March '23 April - June ' 23 July - Sept '23 Q1 Q2 Q3 Q4 $91,334 $127,555 $98,942 $72,206 +4% +17% +11% -1% Page 10 of 48  11/27/2023 TBID ASSESSMENT RESULTS Year-Over-Year Tracking • YOY growth continued in FY 22-23 with assessment revenue increasing by 9% and a year-end total closely approaching $400,000 in annual collection. Hotel inventory has remained steady, with year-end assessment revenue dropping approx. $3,500 from previous year, in large part due to a slower summer season. VHR inventory has begun to drop, with 3-4 permits per month not being renewed. Despite an approx. 10% drop in inventory, assessment revenue at year-end continued to see double digital growth. Total Hotel VHR 450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 FY 17-18 FY 18-19 FY 19-20 FY 20-21 FY 21-22 FY 22-23 $219,642 $224,344 $193,435 $285,725 $359,186 $390,037 +2% -14% +48% +26% +9% Page 11 of 48 Page 12 of 48  Discussion & Action Items November 30, 2023. Page 13 of 48  11/27/2023 STRATEGIC PLANNING FOLLOW UP Stakeholder & Community Feedback Unlocking the Potential of Twentynine Palms | October 30, 2023 TBID Structure & Objectives TBID Success Metrics • Desire for increased communication from TBID to The recommendations below were provided by drive community collaboration New Deal Hospitality: • Desire for term limits on Advisory Board • Visitor arrival metrics (visitor arrivals, appointments domestic vs international, visitor demographics) TBID Budget • Economic and revenue metrics (tourism- • Investment in social media needed related spending, job creation, ADR, • Desire for downloadable guides and refreshed RevPAR) printed materials • Destination competitiveness metrics • Support for additional staffing/contract services (market share, visitor repeat rates, comps in pricing, product offering, marketing efforts) TBID Pillars • Brand marketing metrics (website visitors, • Improve partnership with Marine Base social media growth, public relations, tone • Improve partnership with National Park and and sentiment) messaging about north park entrance TBID Marketing Strategy • Social media needs investment, improved strategy, and higher prioritization • Increase community collaboration on events Page 14 of 48 2  11/27/2023 STRATEGIC PLANNING FOLLOW UP Discovery Phase & Post-Strategic Planning Session Reporting from New Deal Hospitality Destination Strengths Destination Opportunities • Best proximity to Joshua Tree National Park • Stronger partnership with Joshua Tree • Multiple attractions National Park • Multiple good lodging options • Development of new major signature event • Several solid restaurant/bar options • Cater to military base overnight visitors and family Destination Weaknesses • Poor transportation from airports Destination Threats • Lack of compelling food scene • Nearby towns with more clout/recognition • Lack of higher end/luxury lodging or • Destination lodging and restaurants in experiential glamping nearby towns • Major events clustered within a few months Key takeaways and recommendations from New Deal Hospitality • Opportunities to improve overall brand image and improve cohesion in brand messaging, voice, and visual identity. Improve brand language to be more specific to the city, and better define “gateway” community, and work to increase high level media mentions. • Potential new revenue streams to include large scale events, partnerships with tour companies and event coordinators to drive visitation and visitor spending in the city. • In addition to Joshua Tree and Yucca Valley in comp sets, also look to Indio and Palm Desert. • Detailed feedback was shared relating to the current UX of the Visit29.org site and its overall presentation, all of which is being addressed in the site’s redesign now. Page 15 of 48 3 Page 16 of 48  Discussion & Action Items November 30, 2023. Page 17 of 48  11/27/2023 TBID STAFFING & CONTRACT SERVICES Visitor Center Operations & Social Media Support Visitor Center Support • The TBID managed City of 29 Palms Visitor Center is currently operating 7 days a week, for a total of 42 weekly hours. TBID’s marketing director covers 3-4 weekday shifts alone, with part-time staff primarily supporting weekend operations. • Current FY 23-24 budget funds one part-time position (20 hours/week) however additional staff coverage is needed to maintain daily operations, and the current funding is being split between two employees who share the 20 hours/week. • Current operating hours are from 10 AM – 4 PM and will need to be reduced if no change in funding. • TBID staff recommendation is to maintain daily operations 7 days a week and reduce operating hours to 11 AM – 4 PM during the week, and 9 AM – 3 PM on weekends. Social Media Marketing Support • RFP now in place to seek support from social media contractor or agency. • In addition to the RFP, a social media focused internship opportunity for Copper Mountain College students is also being developed. • Proposals will be ready for TBID Advisory Board review in January, at which time adjustments to the FY 23-24 budget will need to be made to accommodate. Page 18 of 48 2  Discussion & Action Items November 30, 2023. Page 19 of 48  11/27/2023 EVENT SPONSORSHIP GUIDELINES For Discussion and Review: Visit 29 Palms TBID Event Sponsorship Request Guidelines Visit 29 Palms is currently seeking event sponsorship proposals for new events to be held in the City of 29 Palms within the next 12 months. Proposals are due by December 31, 2023, for events which are scheduled to take place over the next year, and up until December 31, 2024. 1. Event sponsorship proposals are to be presented to the TBID Advisory Board for consideration a minimum of 90-days prior to the scheduled event. 2. For consideration for funding through the TBID budget, the proposed events must have potential to draw attendees/visitors from outside of the city, from in-state and out-of-state markets. 3. Sponsorship proposals are to include clearly defined sponsorship levels and accompanying sponsor benefits. 4. In addition to the dollar amount being requested, event sponsorship proposals are to include details on what percentage of the event’s budget is being requested. 5. The TBID’s annual event sponsorship budget is utilized strategically to ensure balance between seasons and event types (i.e., arts and culture, culinary, health and wellness) with particular focus on supporting the establishment of new events in the winter and summer months. Visit 29 Palms TBID Advisory Board Event Subcommittee: • Two TBID Advisory Board members required Page 20 of 48 2  U.S. Travel’s IPW May 3-7, 2024; Los Angeles, CA U.S. Travel Association’s IPW is the leading international inbound travel trade show, driving $5.5 billion in future travel to the United States. It is a national showcase of America, where U.S. travel exhibitors connect with travel buyers and media from more than 70 countries to promote their product, negotiate future business and build relationships. This year’s IPW will continue its mission to reunite and rebuild global inbound tourism to the United States. www.ipw.com This opportunity is for one (1) Desert Region Partner. Signing this form does not guarantee participation. If more than one (1) Partner request participation, a blind drawing will occur. This first right of refusal opportunity is being offered to all CVBs and Chambers of Commerce within the Desert Region. If you are unable to attend, please feel free to forward this invitation to any partners (hotels, attractions) you feel might be interested. The cost of the booth space, booth décor and badge registration fees will be covered through the Visit California Desert Region Grant. The benefits to attend IPW are listed below:  IPW registration and badge for one person. ($2,000 value)  Booth décor and costs associated with the booth. ($10,000 value)  Coordination of pre-scheduled appointments with international & domestic buyers.  Digital appointment notebook with client profiles.  IPW sponsored evening networking events.  IPW sponsored lunches.  Visit California Deserts logo included on pre-trade show correspondence. Fees related to travel expenses including air, hotel and non-hosted meals are not included. Visit Greater Palm Springs will reserve a room block at one of the headquarter hotels. However, you will have the option of booking your own hotel or joining our room block. Please complete the participation form and return to Gary or Joanne via email no later than Monday, January 15, 2024. An email will be sent to confirm your participation. For questions, please contact Gary Orfield at 760-969-1335, gary@visitgreaterps.com or Joanne Ohanesian, 760-969-1352, joanne@visitgreaterps.com We look forward to your participation in the 2024 IPW! Page 21 of 48  U.S. Travel’s IPW Participation Form May 3-7, 2024 Los Angeles, CA Yes, I / we would like to join Visit Greater Palm Springs at IPW with the understanding we are responsible for all travel and incidental costs. An email will follow to confirm your participation. Multiple delegates representing one company/partner is not an option. _ Director of Sales / General Manager Hotel / Organization _ Representative Attending Show Date Representative’s Email Representative’s Phone If you plan to represent more than one company/partner, please indicate below. Additional fees may apply. Please return the form to Gary or Joanne no later than Monday, January 15, 2024. Gary Orfield Cancellation Policy Director of Tourism Development Visit Greater Palm Springs  We request notice of any 70-100 Highway 111, Rancho Mirage, CA 92270 cancellation no later than Phone: 760-969-1335 Fax: 760-969-1371 February 21, 2024. Email: gary@visitgreaterps.com Page 22 of 48  29! Sculpture By Chuck Caplinger Restoration and Possible Relocation Page 23 of 48 Page 24 of 48 Page 25 of 48 Page 26 of 48 Page 27 of 48 Page 28 of 48  Restoration Estimates: Option 1: Remains on Donnell Hill: ● $3000-4000 to restore surface and fix holes ● Parking Lot on Donnell Hill estimate from City Engineer Pedersen: $92,000 (does not include ADA paths) ● Other costs: plaque, lighting Option 2: Move to Freedom Plaza: ● $10,000 to move sculpture within 29 Palms ● $3000-4000 to restore surface and fix holes ● Other costs: plaque, lighting, wall Page 29 of 48 Page 30 of 48 Page 31 of 48 Page 32 of 48 Page 33 of 48 Page 34 of 48 Page 35 of 48 Page 36 of 48 Page 37 of 48 Page 38 of 48 Page 39 of 48 Page 40 of 48 Twentynine Palms, November 2023. To Whom It May Concern, We are delighted to present this proposal, following the success of the inaugural Twentynine Palms Book Festival. Our aim is to elevate this event to the status of one of Twentynine Palms' Signature Events, poised to become a pivotal catalyst for overnight and business tourism in the region. This document serves a threefold purpose: 1. To underscore the significance of a Signature Event in Twentynine Palms, with a special emphasis on the promotion of literature and the rich cultural heritage of the area. 2. To distill the valuable insights gained from the launch of the inaugural Twentynine Palms Book Festival, which stands as a successful prototype for the envisioned Signature Event. 3. To delineate a long-term vision that promises to yield tangible results, both in the form of direct and indirect contributions to the local economy. Desert General, established in late 2022 and headquartered in Twentynine Palms, specializes in the sale of books, novelties, and gourmet food, while also being a hub for a diverse array of community events. Notably, Desert General's proprietors, Francoise Lazard and Patrick Zuchowicki, leverage their extensive backgrounds in event planning within the entertainment industry, culminating in the recent launch of the Twentynine Palms Book Festival. Warm regards, Patrick Zuchowicki Twentynine Palms Book Festival Director DESERT GENERAL 73552 Twentynine Palms Highway Twentynine Palms, Ca. 92277 Page 41 of 48  Crafting the Future: Shaping Twentynine Palms’ Signature Event The Twentynine Palms Book Festival WHY A SIGNATURE EVENT AROUND BOOKS IN TWENTYNINE PALMS?  Draws attention to the town, generating regional and potentially national interest.  Boosts the local economy through increased tourism and business promotion.  Fosters cultural enrichment and celebrates literary talents, promoting a love for reading.  Attracts diverse audiences and serves as a bridge between generations.  Strengthens bonds and fosters dynamic relations with community groups.  Showcases the town's dedication to education, storytelling, and creativity, leaving a legacy. DESERT GENERAL 73552 Twentynine Palms Highway Twentynine Palms, Ca. 92277 Page 42 of 48 FIRM FOUNDATIONS: DEMONSTRATING A SOLID PROOF OF CONCEPT Here’s a comprehensive SWOT (Strength / Weaknesses / Opportunities / Threats) of the rst edition of the book festival that took place on Saturday, 28th, October in two downtown Twentynine Palms locations. Attendance was free of charge. Strength  A Dynamic One-Day Program: The festival’s inaugural edition featured 7 live sessions, 13 book signings, 2 engaging evening events, and a valuable workshop.  Diverse Participation: 80% of the 36 invited authors and guests came from outside our town, showcasing a broad array of voices.  A Strong Audience: At least 35% of the 278 attendees for live sessions hailed from out of town, highlighting the festival's regional appeal.  Boosting Local Commerce: The festival spurred robust sales and increased foot traf c throughout the Twentynine Palms Downtown area.  Community-Funded Success: Budget funded with contributions from the City of Twentynine Palms, TBID, PAC, Desert General and 29 premium partners, local businesses and organizations.  Press Coverage: Z107.7 Fm, The Desert Trail, Southern California News Group, Highway 62 Podcast, Los Angeles Review of Books. Weaknesses  Limited Diversity of Authors: A more diverse range of authors could have been showcased, both in terms of backgrounds and genres.  Weather-Dependent Outdoor Bookfair: The unpredictability of outdoor conditions poses a challenge for hosting authors and publishers in the open-air environment.  Limited Stage Setup: Financial constraints led to minimal stage setup during live sessions, including the use of bleachers, which affected the audience experience.  Absence of American Sign Language Interpreting: For similar reasons, we were unable to provide services for deaf or hard-of-hearing attendees, impacting accessibility. Opportunities  Lack of Competition and Abundant Accommodation: The absence of competitors and the availability of ample hotel rooms create a conducive environment for expansion.  Strategic Location: Twentynine Palms' proximity to major urban centers offers an excellent opportunity to attract readers from nearby regions.  Diverse Add-On Events: The potential to incorporate various add-on events to diversify offerings, attract larger crowds, and enhance the overall festival experience. DESERT GENERAL 73552 Twentynine Palms Highway Twentynine Palms, Ca. 92277 Page 43 of 48 Threats  Economic Downturn: An economic downturn could lead to reduced consumer spending, potentially impacting sales, sponsorships, and overall revenue streams.  Direct Competition: The emergence of a competing book festival in the Hi-Desert Basin may necessitate increased marketing expenses to maintain the festival's prominence.  Environmental Factors: Long-term environmental challenges, including climate change and resource scarcity, may influence festival operations and maybe affect event logistics.  Supply Chain Disruptions: Supply chain disruptions, stemming from natural disasters or global events, could lead to delays, increased costs, and potential logistical complications. TWENTYNINE PALMS BOOK FESTIVAL: 2024 EDITION The second edition of the book festival builds upon the inaugural event, incorporating lessons learned to enhance overall experience and impact. #1. FACT SHEET - Dates: Friday, November 8, and Saturday, November 9, 2024 - Logline: A destination event grounded in Twentynine Palms' culture and heritage, celebrating California's Frontier Spirit and desert-inspired storytelling. - Participating conditions: Free of charge - Soft Launch: Thursday, November 16, 2023 - Full activation: Thursday, February 8, 2024 - Four Main Themes: - Native Americans Echoes: Reimagining Oral History and Tradition - Eco-Literature: Nurturing Environmental Awareness and Advocating Sustainability - Soulful Stories: Unveiling the Spiritual and Inspirational Depths of Literature - Ink & Imagination: Bridging Literary and Visual Narratives of Tattoo Art - Targeted audience: - 500 physical attendees - 100 overnight guests - 50 established and up-and-coming authors - 30 publishing industry executives - 20 entertainment industry executives - 10 trade journalists - 3,500+ online reading enthusiasts DESERT GENERAL 73552 Twentynine Palms Highway Twentynine Palms, Ca. 92277 Page 44 of 48 #2. FOUR PILLAR LOCATIONS A complimentary shuttle service will connect the festival's four core locations in downtown Twentynine Palms and also run between the Marine Corps base and downtown Twentynine Palms.  The Twentynine Palms ‘Old School House’ Museum. Just a 10-minute walk from the downtown area, the Museum will serve as the venue for the festival’s two-day live session program. The seating capacity is up to 80 people.  The CORNER 62 Shopping Oasis. This venue located downtown Twentynine Palms will host book signings. Festival-invited authors and their publishers will have dedicated one- hour slots for book signing events during the two-day festival.  The 29 Palms Inn. Conveniently located a mere 5-minute walk from the Museum, the hotel will be the venue for our series of in-depth talks and readings, where authors will have the opportunity to delve deeper into their work and engage with the public.  Twentynine Palms Freedom Plaza Community Center: This multipurpose venue will feature four interactive segments: - Young Readers Zone: Dedicated to engaging young readers and parents, fostering a love for literature from an early age. - The Book Fair: An exhibiting area for independent authors and publishers with tables, chairs, signage, and a central point-of-sale system. - The Art Expo: Showcasing the talent of Twentynine Palms tattoo studios through a unique expo bridging tattoo art and literature. - Poets Corner: A zone dedicated to the world of poetry will provide poets with a vibrant platform to share their works and engage with a dedicated audience. #3. SIDEBAR EVENTS Five sidebar events will be held at local venues (restaurant, bar, hotel) along with one on the stage at Freedom Plaza. These events aim to enrich the festival experience, boost community involvement, reinforce our identity as a frontier town, and contribute to the local economy. 1. Tribute to a Frontier Author: This event pays tribute to an iconic California author whose works embody the frontier spirit and shaped our culture. 2. The Workshop Program: A screen adaptation workshop empowering writers to transform their stories into compelling film and tv scripts. 3. Crime Fiction Reading: A showcase of thrilling stories of suspense and detective work. It's a chance to appreciate this genre's role in literature and its impact on storytelling. 4. Square Dance Soirée: This classic square dance soirée is a celebration of our frontier heritage and offers an enjoyable evening of community, music, and traditional dance. 5. Mustang Preservation Closing Party: A party dedicated to the preservation of our local mustangs. This gathering promotes awareness of environmental conservation. DESERT GENERAL 73552 Twentynine Palms Highway Twentynine Palms, Ca. 92277 Page 45 of 48 #4. MARKETING Our marketing strategy is at the heart of our festival's success, serving a dual purpose: proactively raising awareness of the upcoming event and significantly contributing to the local economy through revenue generation. Commencing with a soft launch on November 16th, our strategy ensures that stakeholders, industry organizations, and supporters are informed early, allowing sponsors and partners ample time to commit their support. This early engagement is paramount and sets the stage for our full festival launch on February 8th, a full nine months ahead of the event. This approach grants us the advantage of effective planning and the opportunity to build excitement among potential attendees, ultimately maximizing the festival's impact and success. Our primary objectives are clear and laser-focused: 1. Engage Hi-Desert basin residents early and enhance visibility through a hyper-localized campaign. This campaign employs monthly newsletters, vibrant book parties, a quarterly gazette reporting on local literary events, and the endorsement of industry leaders. 2. Capture the interest of overnight visitors through enticing "early bird" excursion offers, including hotel packages, local store and restaurant discounts, and other incentives associated with the festival. Additionally, our secondary objectives align with our existing relationships in the book publishing and entertainment industries, allowing us to optimize our efforts and achieve multiple goals simultaneously:  Launch a direct mail campaign targeting 200+ book publishers to introduce the festival, book signing opportunities, and the consumer-facing aspects of the event. Simultaneously, we will promote Twentynine Palms as the ideal choice for corporate events, incentive programs, seminars, and retreats.  Extend invitations to twenty Los Angeles-based film and TV content producers, offering them the opportunity to explore festival stories with the potential for screen adaptation. We will also present Twentynine Palms and nearby areas as ideal locations for filmmaking. This multifaceted approach ensures that every aspect of our festival, from local engagement to industry partnerships, is meticulously planned and executed to maximize results. DESERT GENERAL 73552 Twentynine Palms Highway Twentynine Palms, Ca. 92277 Page 46 of 48 #5. BUDGET The budget for planning and executing the two-day Twentynine Palms Book Festival in 2024 totals $75.3K and is forecast to be supported by a diverse array of funding sources:  City of Twentynine Palms | Cash + in-kind: $13,050  TBID: $25,000  Sponsors, advertisers, and contra-deals: $37,250 Thirteen companies are set to be recognized as festival sponsors, with varying levels of investment, ranging from $5,000 (title sponsor) to $1,275 (festival event partner). Their support spans over a nine-month period and culminates during the two-day festival in November 2024. Additionally, 29 local businesses and organizations are expected to invest between $200 and $500 each for advertising space in the festival's quarterly gazette. Furthermore, 20 authors and independent publishers are projected to secure bookfair tables at a rate of $200 each. This diversified funding approach ensures the festival's financial sustainability and its ability to provide an engaging experience for all involved. A detailed budget is available upon request. #6. OPERATIONS The operational team is a dynamic and agile group of locals that manages various key functions. This team focuses on development, marketing, production, and sales to support the festival's expansion. Their ability to maximize resources and collaboration is critical to the event's success. Here are some important milestones: November 16, 2023  Confirm festival dates, accounting for local events  Issue Press Release #1, announcing 2024 festival dates  Update website with a sneak peek of the 2024 program  Launch radio campaign  Pursue sponsor and advertiser acquisitions February 8, 2024  Reveal festival's main highlights  Release Press Release #2, highlighting key festival features  Publish the first edition of the festival's gazette  Open vendor applications for the book fair  Extend invitations to authors and book publishers for book signings DESERT GENERAL 73552 Twentynine Palms Highway Twentynine Palms, Ca. 92277 Page 47 of 48 May 9, 2024  Share the festival's nearly final program  Issue Press Release #3, showcasing the near-final festival program  Publish the second edition of the festival's gazette  Open attendee applications August 8, 2024  Spotlight festival stories for potential film/tv producers  Release the third edition of the festival's gazette  Invite film/TV producers to participate in the Producers Brunch September 5, 2024  Share the festival’s final program  Intensify promotional efforts  Issue Press Release #4, featuring the complete festival program September 25, 2024  Host a cocktail party to engage local stakeholders and sponsors  Finalize logistical preparations and conduct training sessions for festival staff VISION In its second edition, the festival is set to demonstrate the culmination of a successful three-year journey, marked by increased attendance, revenue, and sponsorship support, a boost to the local economy, diverse audience engagement, amplified media coverage, and enthusiastic author and publisher participation. This commitment to long-term goals will be quantified through a post-festival survey, focused on straightforward metrics like local spending, overnight stays, and economic contributions. Additionally, the festival's vision includes cost-effective budget management, revenue diversification through merchandising and supplementary events, and expansion into a long weekend extravaganza featuring historical tours, live entertainment, art exhibitions, culinary delights, and nature activities. With an eye on the future, the festival also aims to attract corporate events, entice film and TV producers, and continue its journey of growth and cultural enrichment. DESERT GENERAL 73552 Twentynine Palms Highway Twentynine Palms, Ca. 92277 Page 48 of 48