POWER POINTS
CITY COUNCIL
MEETING
MARCH 5, 2024
March 5, 2024
1 City Council Regular Meeting
March 5, 2024
3/6/2024
City Council Regular Meeting
March 5, 2024
CLOSED SESSION IN PROGRESS
3/6/2024
1 2
March 5, 2024
2 Pledge of Allegiance
3/6/2024
3/6/2024
3 4
March 5, 2024
3 City Council Meeting
March 5, 2024
Presentations
City Council Meeting
March 5, 2024
P1 – Proclamation Recognizing Riverside County
Sheriff’s Sergeant Ben Ramirez on his Retirement
5 6
March 5, 2024
4 City Council Meeting
March 5, 2024
P2 – Visit Greater Palm Springs Update from
President and Chief Executive Officer Scott White
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March 5, 2024
5 A N N U A L U P D A T E
P R E P A R E D F O R T H E C I T Y O F L A Q U I N T A
PRIORITY AREAS OF FOCUS
Grow Tourism Economy
Leisure Marketing – Domestic & International Attract New Meetings, Conventions & Events o Develop Demand for Need Periods, Leisure & Group Develop Research / Measure Impact & Effectiveness Vacation Rentals o Educate Community & Homeowners o Develop Best Practices Regional Collaboration
Grow Air Service & Support New Transportation Options DEI, Sustainability, Accessibility, Cultural Heritage Workforce Development / TEAM GPS
Diversify Regional Economy Advocacy
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March 5, 2024
6 D E S T I N A T I O N M A R K E T I N G
AWARENESS
INTEREST
CONSIDERATIO
N
INTENT
EVALUATI
ON
PURCH
ASE
DESTINATION MARKETING OVERVIEW
Destination Marketing encompasses advertising,
brand development, website and social media,
content creation, communications and public
relations.
Getaway: LA/Orange County, San Diego, San Francisco,
Phoenix, Las Vegas
Vacation: Seattle, Portland, Salt Lake City, Chicago, New York, Boston, Dallas, Minneapolis, Denver, Dallas, Atlanta, Austin, Boise, Eugene, Houston, Washington DC, Indianapolis, Kansas City, St. Louis, Omaha
International: Canada (Vancouver, Calgary, Edmonton, Toronto, Winnipeg); UK & Ireland; Mexico; Germany; France; Australia
From awareness to purchase; the strategic marketing
plan has a multimedia approach across various platforms and target demographics.
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March 5, 2024
7 2023 MARKETING HIGHLIGHTS
25B+ total impressions generated
145.9M 1.9M
digital
advertising
impressions
television
spots
9M+
website sessions
628.6K 3.3M
partner
referrals
social video
views
INTERNATIONAL CAMPAIGN: UK/IRELAND
48.5M
impressions
276K
clicks
13 14
March 5, 2024
8 39%
Sales and
Business
Development
11%
Admin &
Operations
Finn Partners
UNITED KINGDOM
Full-Time Rep
MN'O
Organisation
FRANCE
Full-Time Rep
Msi
GERMANY
Full-Time Rep
Aviareps – Visit CA
Gate 7 – Visit CA
AUSTRALIA
Full-Time Rep
CHINA
Ad-Hoc Projects
Sartha Marketing –
Visit CA
INDIA
Ad-Hoc Projects
Aviareps – Visit CA
SOUTH KOREA
Ad-Hoc Projects
Connect Worldwide –
Visit CA
JAPAN
Ad-Hoc Projects
Atlantic Link –
Visit CA
SCANDINAVIA
Ad-Hoc Projects
PUBLIC RELATIONS/TRADE REPRESENTATION
MMGY NJF PR
UNITED STATES
Full-Time Rep
2023 SUBSIDIZED MARKETING CO-OP PROGRAMS
16Mdigital advertising impressions
116Ktelevision spots
7.2Btelevision impressions
19 total partners (digital, billboard, tv)
7.2B+
total
impressions
generated
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March 5, 2024
9 EVENT
SUPPORT
SUMMER CAMPAIGN
SUMMER CHILL CAMPAIGN
MAY – AUGUST
• Annual Summer Chill campaign runs from
May – August. • Includes summer television co-op,
updated digital and social media
advertising, content marketing, out-ofhome, and streaming radio. • The Summer Eats Pass will return this year in June, immediately following Greater
Palm Springs Restaurant Week, to support
local restaurants from June through Labor
Day weekend.
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March 5, 2024
10 2023 TV CO-OP – LA QUINTA
Play
506M
impressions
8,352
spots
JS0
2023 SUMMER SOCIAL CAMPAIGN
Play
2.4M impressions
495K video views
12K+ engagements
Led to a 2.3K follower
increase on
Instagram
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March 5, 2024
11 2024 WINTER CAMPAIGN PROGRAMS
2024 WINTER CAMPAIGN
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March 5, 2024
12 NEW BRAND CAMPAIGN
Tested three new concepts for updated brand campaign
• 1,419 surveys
• ages 25+
• HHI of at least $75K
Markets tested:
Los Angeles, San Diego, San Francisco
Phoenix and Scottsdale
Portland and Seattle
Chicago, Dallas, Denver, Minneapolis
Atlanta and New York
Toronto and Vancouver
VGPS engaged a new agency – Starfish – and retained
SMARInsights to test the proposed creative ideas
NEW BRAND CAMPAIGN: INSIGHTS
“It’s different in a
good way from
the other travel
ads I have
seen.”
It makes me
feel like the
possibilities are
endless for me if
I vacation in
Palm Springs.”
Concept ranking for making people most
interested in visiting Greater Palm Springs
18%
32%
50%
Concept 1 Concept 2 Concept 3
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March 5, 2024
13 NEW BRAND CAMPAIGN: INSIGHTS
3.61 3.52
3.31 3.25
3.22 3.15
3.14 3.11
3.73 3.64
3.46 3.39
3.39 3.33
3.28 3.26
3.66 3.62
3.49 3.47
3.44 3.38
3.33 3.32
is believable
shows a place where I can relax and…
makes me think about the Greater…
makes me want to learn more about…
makes me want to visit Greater Palm…
shows me that Greater Palm Springs is…
makes me want to go to…
resonates with me
Agreement that this concept...
Concept 1 Concept 2 Concept 3
C O N V E N T I O N S A L E S
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March 5, 2024
14 2023 LA QUINTA GROUP SUMMARY
CITY OF LA QUINTA HOTELS
$775,459
Estimated TOT
Generated
$22,886,533
Economic
Impact
892
Leads
48 Bookings
25,007
Booked
Room Nights
21,316
Jobs
Supported
TARGETING NEED PERIODS – LA QUINTA
The VGPS sales team is focused on
finding business for important
need periods: • Early January
• Midweek of Coachella
• Summer • Fall (September/December)
Definite Contracted Room Nights
2024 Numbers represent bookings
though 2/29/24.
YTD
YTD
1,898
12,018
3,571
0 2,000
4,000
6,000
8,000
10,000
12,000
14,000
2022 2023 2024
YTD
27 28
March 5, 2024
15 1. Grow year-round service to major hub
airports
2. Extended seasons for key hub routes
3. Pursue new seasonal nonstop markets o New Non-Stop Service to NY on Alaska
4. PSP Expansion - gather support from
Airlines for international service
o Mexico
o Additional Canadian Markets o Europe / London
A I R S E R V I C E
D E V E L O P M E N T S T R A T E G I E S
KEY 2023 AIR SERVICE STATS
3.23M
total number of
passengers
4.2M
total
seats 77%
average load
factor
+7.7% OVER 2022
increased
seat capacity
1.75M
2013
2.1M
2013
PASSENGERS AND SEATS REPRESENT INBOUND AND OUTBOUND
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March 5, 2024
16 V A C A T I O N R E N T A L S
NEW LOCAL STVR CAMPAIGN
DRAFT ADS / BILINGUAL
onecv.org
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March 5, 2024
17 HOSTING ESSENTIALS
greaterpalmsprings.rentresponsibly.org
RESIDENT SENTIMENT: VACATION RENTALS
Sept 20 – 27, 2023
1) Fixing homelessness 49%
2) Protecting community from crime & drugs 38%
3) Creating more affordable housing 37%
4) Reducing the cost of living 31%
72% of voters in the Coachella Valley feel favorably
about short-term rentals in their city.
...in La Quinta it's 76%
Increases to 85% if short-term rentals helped address their top priority 33 34
March 5, 2024
18 RESIDENT SENTIMENT: VACATION RENTALS
Which Regulations Should Apply to STVRs in Your City?
(choose from the following)
Sept 20 – 27, 2023
VACATION RENTAL ADVERTISING
• STVR integrated into destination-wide
campaigns. • Dedicated programs include dedicated
digital, social, and native advertising
including VGPS international campaign. • Upcoming campaigns for 2024 include VBRO, Sunset Magazine, AdTheorent,
Clicktivated, Undertone, and more.
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March 5, 2024
19 VRBO SUMMER CAMPAIGN
• Custom landing page
• Resulted in $17.5M+ in future bookings
for vacation rentals in our destination
• Campaign resulted in $1.35M in gross
bookings and 2,500+ room nights for
the City of La Quinta
Play
• Careers in Hospitality campaign
• OneFuture Coachella Valley partnership
• Youth organizations and school districts
• Young Hospitality Champions Network
• Micro-internship program
• Research study on Coachella Valley hospitality workforce
W O R K F O R C E D E V E L O P M E N T
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March 5, 2024
20 ADVANCING OUR WORKFORCE
Emerging Leaders Certificate
6 half-day (4 hour) classes: • employee engagement • leadership essentials • authentic leadership
• emotional intelligence
• values & ethics
• challenges of leadership
GPS Tourism Foundation Scholarships are available.
goTEAMgps.com
98 GROUP
PARTICIPANTS
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March 5, 2024
21 CHAMPIONS OF HOSPITALITY AWARDS GALA
October 30, 2023
• More than 650 attendees
• Raised more than $90,000
through sponsorships,
silent auction, and
donations; thank you! • Awarded $24,000 in
scholarships to students
from across the
Coachella Valley
• Congratulations to this
Thank you, City of La Quinta year's winners!
for recognizing your nominees and winners!
E C O N O M I C D I V E R S I T Y
D E V E L O P M E N T
• Update JPA Agreement • Finalizing engagement with a firm to develop a regional economic diversity
recruitment brand, communications
strategy and website
• Promoted Davis Meyer to Vice President of
Government Relations and hired Sean Smith
as Director of Economic Development • Working on RFP for Strategic Plan • Interviewing advocacy firms
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March 5, 2024
22 CONTACT
Scott White, President & CEO | 760-969-1302
Colleen Pace, Chief Sales & Marketing Officer | 760-969-1347 For questions or
more information:
Thank you!
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March 5, 2024
23 City Council Meeting
March 5, 2024
B1 – Introduce Ordinance Amending Municipal
Code Related to STVR Rentals Regarding Written
Notice and Declaration of Non-Use
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March 5, 2024
24 City Council Meeting
March 5, 2024
S1 - Highway 111 Specific Plan:
Transportation Update
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March 5, 2024
25 Introduction
The Highway 111 Vision seeks to address
connectivity, pedestrian- and bicyclefriendliness, transit, green infrastructure, economic development, and the retrofitting
of the existing suburban fabric.
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March 5, 2024
26 Planning Efforts
Contract adopted in Sept 2020 to further implement the
Vision, consisting of four phases:
1. Form Based Zoning Code Assessment and Sample Code
Completed
2. Corridor Roadway Design Concept
Draft Complete
3. Engineered Plans, Specs and Estimates
Not yet initiated
4. Highway 111 Specific Plan
In progress
Level of Traffic Stress
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March 5, 2024
27 + CV Link
Traffic Operations
• Used Historic Counts &
Big Data to Assess
Conditions
• Mostly LOS D or
better, even during
peak hours
• 2045: LOS F/E at
Washington, Adams,
Jefferson
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March 5, 2024
28 • Crash Analysis by Segment
and intersection
• 25% of City crashes are on
Hwy 111
• 40% of fatal crashes
• 50% of ped crashes
• Data reinforces need to
lower speeds and protect
pedestrians
Collision History
Safety Focus
• Most frequent collision type and primary collision
factor: “Rear End” attributed to “Unsafe Speed”
– 20% of Citywide collisions
– 33% of Highway 111 collisions
• “Rear End” collisions and “Unsafe Speed” are more
common on Highway 111 than citywide
• Safety Focus: reduce vehicle speeds and rear-end
collisions on the Highway 111 corridor and protect
pedestrians
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March 5, 2024
29 Protected Intersections
• Physically separate
bicycles and cars
• Increase comfort and
safety for people of all
ages and abilities
• Reduce high-speed
motor vehicle turns
• Improve sightlines
• Reduce conflict
exposure time for
bicyclists and
pedestrians at
intersections
Image source: NACTO
San Luis Obispo, CA Image source: KCBX
Davis, CA Image source: The Davis Vanguard
Fremont, CA Image source: Streetsblog
Fremont, CA Image source: Western City
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March 5, 2024
30 Roundabouts
Roundabouts create
safety because traffic is
moving more slowly
through the intersection.
They create fewer, less
severe conflict points and
reduce the number of
crashes.
Roundabouts
• Reduce fatal and injury
crashes by 78% compared
to signalized intersections
(FHWA)
• Increase mobility and
comfort for pedestrians
crossing the street
• Longer service life, less
cost and maintenance over
time than traffic signals
• Continuous movement for
decreased delays and
queues which reduce
greenhouse gas
emissions.
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March 5, 2024
31 Roundabouts
Galt, CA La Quinta, CA
Yucaipa, CA Scottsdale, AZ
Phase 2
Alternatives
- Option 1
Selected for
Hwy 111
- Road Diet on
Adams Street
- Intersection
Options
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March 5, 2024
32 Phase 2
Plan View
• Connections to
CV Link
• Cultural Trail
• Internal Streets
• Adams Street
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March 5, 2024
33 65
66 March 5, 2024
34 67
68 March 5, 2024
35 69
70 March 5, 2024
36 Level of Traffic Stress
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March 5, 2024
37 + CV Link
+ Hwy 111 Specific Plan
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March 5, 2024
38 Traffic Operations
• Option to revalidate conditions prior to design
(2024/2025 counts)
• Adams Roundabouts: LOS A
• Adams Signal + Lane Reconfiguration: LOS D
• Protected Intersections on Hwy 111: LOS
Unchanged
• Reduction in Hwy 111 Turn Lanes: LOS D or better
Safety Benefit
• Reduced Lane Widths Reduced Speed
• Protected Intersections Improve Ped/Bike Visibility, Reduce Exposure (Crossing Distance, Vehicle Speed)
• Lane Reduction on Adams rebalances Street
• Restore space for other modes across Wash
• 26 – 43% Crash Reduction
• Roundabouts on Adams Slow Vehicles
• 35 – 67% Crash Reduction
• 90 – 100% Fatal Crash Reduction
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March 5, 2024
39 Specific Plan Integration
• Standards
• Policy
• Alignments
Discussion
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March 5, 2024
40 City Council Meeting
March 5, 2024
PH1 – Club at Coral Mountain
General Plan Amendment 2023-1000
Zone Change 2023-1000
Specific Plan Amendment 2023-0003,
Tentative Tract Map 2023-0005
Development Agreement 2023-1000
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March 5, 2024
41 Background
• Andalusia Specific Plan approved by County, annexed by City 20 years ago.
• Coral Mountain Resort Project, including wave basin and hotel, denied by City Council September 2022.
• New project modifies Specific Plan for west side (386 of the total 929 acres)
• Specific Plan includes minor modifications relating to land use distribution and adds new Design Guidelines for
contemporary architecture.
Vicinity
Map
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March 5, 2024
42 General Plan Amendment
Zone Change
• Map amendment only.
• 386 acres west of Madison.
• Modifies the shape of the Low Density and Golf land use and reduces the Commercial acreage.
Change
(acres)
Proposed
Acres
Existing
Acres
Land Use Zoning
8.4 7.7 -0.7 Neighborhood
Commercial (CN)
General
Commercial
204.2 191.8 -12.4 Low Density
Residential (RL)
Low Density
Residential
171.9 187.5 +15.6 Open Space Golf Course (GC)
(Recreation)
*Note that Existing acreage is calculated on net (384.5 acres), and Proposed is calculated on gross (387 acres).
General Plan Amendment
Zone Change
Existing
Proposed
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March 5, 2024
43 Specific Plan Amendment
• Only applies to the area west of
Madison Street.
• Modifies the acreage allocated to
each Planning Area to match the GPA
and ZC.
• Updates text and maps.
• Adds golf clubhouse and yard in PA III
(Residential).
• Limits commercial to 60,000 SF.
• Adds new Design Guidelines and
Sheep Protection Plan for the west
side.
Specific Plan Land Use Plan
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March 5, 2024
44 Tentative Tract Map
• Map is for financing purposes
only (no development can
occur without further permits).
• Subdivides entire 386 acres
into 7 large lots.
• Future maps and SDPs will
include improvements.
Development Agreement
A contract between the applicant and the City that:
• Guarantees the implementation of mitigation measures and conditions of approval.
• Confirms STVRs for all residential units (already permitted in Specific Plan).
• Establishes mitigation fees to cover costs of providing services to the project.
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March 5, 2024
45 Environmental Impact Report
• Draft EIR was available for public comments for 45 days. • Completed Response to Comments and Final EIR
addressing nearly 100 comments.
• When City Council denied the Previous Project, it also approved a CEQA Exemption, and the EIR was not
certified.
Environmental Impact Report
The EIR included, as required by CEQA Guidelines Section 15126.6, five alternatives to the proposed Project:
1. No Project/No Build – the parcel remains in its current condition.
2. No Project/Existing Entitlements – the existing Specific Plan is implemented: 750 residential units, an 18-hole golf course, and 8.4 acres of retail commercial at the northeast corner of Madison Street and Avenue 58.
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March 5, 2024
46 Environmental Impact Report
3. Reduced Density – 400 residential units, 100 hotel rooms, 78,000 square feet of commercial and the artificial surf basin.
4. Golf/Resort Hotel – 150 hotel rooms, resort commercial, an 18-hole public golf course, and 600 residential units.
5. Lake Amenity/No Hotel – 750 housing units, 8.4 acres of commercial uses, and a 75-acre lake which would be used for recreation.
Environmental Impact Report
• Current proposal is consistent with Alternative 2.
• Additional analysis completed to confirm that the current Project would not have any more significant impacts than those analyzed under Alternative 2.
• Alternative 2 and the current Project would have significant impacts related to:
– Aesthetics: Views of Coral Mountain will be blocked from surrounding public vantage points.
– Air Quality: operational emissions would exceed SCAQMD thresholds. – Greenhouse Gases: emissions would exceed SCAQMD thresholds. – Vehicle Miles Travelled: project trips would exceed the City’s VMT per resident threshold.
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March 5, 2024
47 Environmental Impact Report
• CEQA allows for the certification of an EIR for an
Alternative.
• Because aesthetics, air quality, GHG and VMT impacts
cannot be mitigated to less than significant levels,
Findings and a Statement of Overriding Considerations
have been prepared.
Bighorn Sheep Protection
• The Specific Plan includes
requirements for a Bighorn
Sheep Barrier and Project
wall.
• Plants along the west and
south boundary are limited
to CVMSHCP plant list.
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March 5, 2024
48 Recommendation
The Planning Commission recommends that the City Council approve the Project, with a strong recommendation that the number of Short Term Vacation Rentals (STVRs) be limited. • Adopt a resolution making Findings and approving a Statement of Overriding Considerations certifying Alternative No. 2 of the Coral Mountain Resort Environmental Impact Report (SCH #2021020310). • Adopt a resolution approving General Plan Amendment 2023-1000, Specific Plan 2023-0003, and Tentative Tract Map 2023-0005.
Recommendation
• Move to take up Ordinance No. ___ by title and number only and waive further reading, approving Zone Change 2023-1000. • Move to introduce at first reading, Ordinance No. ___ approving Zone Change 2023-1000. • Move to take up Ordinance No. ___ by title and number only and waive further reading, approving Development Agreement 2023-1000, for the Club at Coral Mountain project. • Move to introduce at first reading, Ordinance No. ___ approving Development Agreement 2023-1000, for the Club at Coral Mountain project.
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March 5, 2024
49 City of City Council
March 05, 2024
97 98
March 5, 2024
50 GeneralPlan& Zoning
Current GPExhibit
99 CORAL MOUNTAIN
ProposedGPExhibit
Current ZoningExhibit
ProposedZoning Exhibit
10 0
CORAL MOUNTAIN
99 100
March 5, 2024
51 10
1 CORAL MOUNTAIN
10 2
CORAL MOUNTAIN
101
102
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52 10
3 CORAL MOUNTAIN
10 4
CORAL MOUNTAIN
103
104
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5 CORAL MOUNTAIN
10 6
CORAL MOUNTAIN
105
106
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7 CORAL MOUNTAIN
1 0
8 CORAL MOUNTAIN
107
108
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0 9 CORAL MOUNTAIN
1 1
0 CORAL MOUNTAIN
109
110
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1 1 CORAL MOUNTAIN
1 1
2 CORAL MOUNTAIN
111
112
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1 3 CORAL MOUNTAIN
1 1
4 CORAL MOUNTAIN
113
114
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1 5 CORAL MOUNTAIN
1 1
6 CORAL MOUNTAIN
115
116
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1 7 CORAL MOUNTAIN
1 1
8 CORAL MOUNTAIN
117
118
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1 9 CORAL MOUNTAIN
1 2
0 CORAL MOUNTAIN
119
120
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61 1
2 1 CORAL MOUNTAIN
1 2
2 CORAL MOUNTAIN
121
122
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62 1
2 3 CORAL MOUNTAIN
1 2
4 CORAL MOUNTAIN
123
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March 5, 2024
63 1
2 5 CORAL MOUNTAIN
Estimated
Development
Timeline1
1SeeDevelopment Agreement for more specificity regarding development timeframes and phasing * Depending on market conditions
Project
Buildout– 7-
10 years postconstruction
start*
FirstPhase
Residential–
2026/2027
Golf Course
Opening – Mid 2026
Construction
Start– Q1
2025
SDPs for Golf
& Residential,
Phase 1 TTM – Summer2024
CityApprovals
– March 2024 1
2 6 CORAL MOUNTAIN
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126
March 5, 2024
64 FIN
Thank you.
127
128