Staff Report
City Council
Item No. 3.M
Meeting Date: July 9, 2025
From: Ryan Hunt, Communications & Events Manager
Title: Palm Springs International Film Festival 2026 Agreement RECOMMENDATION:
To approve the Cathedral City Sponsorship Proposal for the 2026 Palm Springs International Film Festival in the amount of $90,000 financial sponsorship and $20,000 in-kind support services.
BACKGROUND:
The Palm Springs International Film Festival (PSIFF) ranks among the largest film festivals in North America, attracting more than 136,000 attendees and presenting an impressive array of Oscar® contending and acclaimed American and international feature films and documentaries. The festival's highlight is the Palm Springs International Film Awards, a star- studded celebration held in close proximity to the Oscar® nominations that has become the social event of the season in the Coachella Valley.
The City of Cathedral City has maintained a longstanding partnership with the Palm Springs International Film Society, which has been beneficial in supporting our Mary Pickford Theatre in Downtown Cathedral City and providing significant exposure for the city throughout the multi-day festival.
DISCUSSION:
This sponsorship represents one of the best returns on investment (ROI) the City receives for exposure and brand recognition. The Platinum Level Sponsorship provides extensive marketing benefits, including prominent logo placement throughout all festival venues, on- screen advertising during 500+ film screenings, website promotion year-round, and recognition at the prestigious Film Awards ceremony.
Key Benefits Supporting Downtown Cathedral City: The sponsorship directly supports our Mary Pickford Theatre, which serves as one of the primary screening venues during the festival. This partnership brings thousands of visitors to Downtown Cathedral City, benefiting local businesses and showcasing our downtown area to an international audience.
Community Engagement Opportunities: Cathedral City will serve as presenting sponsor of Family Day on January 11, 2026, hosted in our Community Amphitheater. This free community event provides an excellent opportunity to showcase our municipal facilities while offering families an accessible film festival experience. Additionally, the festival will continue the Student Screening Day at Cathedral City High School, reaching approximately 400 students with expanded programming planned.
Marketing and Exposure Value: The sponsorship provides year-round marketing exposure through multiple channels including pre-screening trailers, on-screen advertising, festival guides distributed in the Desert Sun newspaper, website promotion, and social media coverage. The City's logo will be prominently displayed at all festival venues and events, providing exposure to over 136,000 attendees and industry professionals from around the world.
In-Kind Services: The City will provide $20,000 in in-kind services including street closures on Pickfair, electronic billboard usage, festival banner placement, social media promotion, and use of the Community Amphitheater for Family Day. These services support the festival while showcasing city facilities and services.
FISCAL IMPACT:
The total sponsorship investment of $110,000 ($90,000 financial contribution plus $20,000 in-kind services) has been discounted from the standard $120,000 Platinum Level sponsorship due to the longevity of the partnership. This sponsorship provides exceptional value for marketing exposure that would cost significantly more through traditional advertising channels. Additionally, the festival represents one of the busiest times for the Mary Pickford Theatre in Downtown Cathedral City, driving significant foot traffic and economic activity to our downtown area, which justifies our continued investment and support of this festival.
Funding for the sponsorship is available in the adopted FY25-26 budget for Communications and Events.
FIVE-YEAR STRATEGIC PLAN:
This sponsorship supports multiple strategic plan goals including:
Goal F-3: Promote additional community events and celebrations Goal F-8: Focus on the Economic Development Road Map and identify pillars of success
Goal C-4: Evaluate data and work with partner agencies to identify holes in the local economy and develop plans to address
ATTACHMENTS:
1. 2026 Palm Springs International Film Festival Sponsorship Proposal