POWER POINTS
CITY COUNCIL
MEETING
MAY 20, 2025
May 20, 2025
1 City Council Regular Meeting
May 20, 2025
City Council Regular Meeting
May 20, 2025
PUBLIC COMMENT – MATTERS
NOT ON THE AGENDA
5/21/2025
1 2
May 20, 2025
2 City Council Regular Meeting
May 20, 2025
CLOSED SESSION IN PROGRESS
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May 20, 2025
3 City Council Regular Meeting
May 20, 2025
PUBLIC COMMENT – MATTERS
NOT ON THE AGENDA
5/21/2025
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May 20, 2025
4 City Council Meeting
May 20, 2025
P1 – SilverRock Development Project
Status Update
City Council Meeting
May 20, 2025
P2 – Riverside County Animal Services Ad Hoc
Committee Update By Member Ty Peabody
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May 20, 2025
5 City Council Meeting
May 20, 2025
P3 – Marketing and Economic Development
Fiscal Year 2024/25 Update and
Plan for Fiscal Year 2025/26
END OF YEAR
RECAP 2024-25
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May 20, 2025
6 PURPOSE
To further solidify its identity as the "Gem of the Desert," La Quinta is dedicated to evolving its marketing strategy to authentically reflect and engage its vital resident and business communities, recognizing that a thriving local environment is the most compelling draw for visitors seeking a genuine and enriching experience.
This approach will strategically highlight the unique character, quality of life, and economic vitality valued by those who live and work in La Quinta, creating a powerful and attractive narrative that resonates with potential tourists and encourages them to discover the deeply rooted charm and numerous offerings of the city.
CREATIVE
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May 20, 2025
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14 May 20, 2025
8 MEDIA PERFORMANCE
DIGITAL PERFORMANCE
What Is Working
Video content consistently performed across platforms, with high view-through rates on Google and strong engagement on Meta and TikTok—especially when content was localized or event-based.
Key Learnings
New creative introductions correlate with spikes in performance, confirming the importance of creative refreshes to sustain engagement in prospecting campaigns.
Seasonal and event-based campaigns create momentum, as seen in the success of the holiday and AMEX tournament ads on Meta.
Implications for Future Campaigns
Build in seasonal promotions and high-profile event tie-ins, leveraging sponsorships and timely themes to boost relevance and performance.
Expand SEM efforts strategically, maintaining performance monitoring in newly added markets and continuing to refine keyword and audience strategies for “Near Me” and intent-driven campaigns. 15 16
May 20, 2025
9 CLICKS
261+ 18M+
244k 46%
IMPRESSIONS
SITE SESSIONS ENGAGEMENT RATE
DIGITAL PERFORMANCE
YTD DIGITAL PERFORMANCE
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May 20, 2025
10 YTD DIGITAL PERFORMANCE
TOP META PEFORMERS
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May 20, 2025
11 TOP VIDEO PEFORMERS
SOCIAL MEDIA
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May 20, 2025
12 SOCIAL MEDIA
PERFORMANCE
VIEWS VIEWS FROM ADS
NEW FOLLOWERS TOTAL FOLLOWERS TOP AGE RANGE
395,086 56.2%
754 14.1K 35 - 44 (31.2%)
SOCIAL MEDIA
PERFORMANCE
VIEWS VIEWS FROM ADS
NEW FOLLOWERS TOTAL FOLLOWERS TOP AGE RANGE
657,389 46.7%
138 59,483 45 - 54 (29.2%)
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May 20, 2025
13 TOP POSTS
TOP PERFORMING POSTS (INSTAGRAM) • EL TORO LOCO – OVER 51K VIEWS • BUNKER BAR – 11K VIEWS
• SANTA – ALMOST 10K VIEWS
• LUNA GRILL – 9K VIEWS
• HOLIDAYS IN LQ – 8K VIEWS
• HUNTER LOPEZ LIGHTSABER VIGIL – 8K VIEWS
TOP PERFORMING POSTS (FACEBOOK) • SPLASH PAD OPENING (3/27) – OVER 154K VIEWS • SPLASH PAD OPENING (3/19) – OVER 131K VIEWS
• MUSIC FESTIVAL TRAFFIC ALERT (4/10) – 109K VIEWS
• MUSIC FESTIVAL TRAFFIC MAP – OVER 64K VIEWS
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May 20, 2025
14 INFLUENCERS IN
REVIEW
To complement our traditional paid media approach, we
worked with 3 influencers in the Seattle region to help drive home messaging around how easy La Quinta is to visit and reinforce how perfect La Quinta is for a weekend getaway. • 3 Creators • 32 Total Posts
• 2,999,459 Potential Reach
• 1,287 Engagements
• 84,763 Impressions
• $5,517 TMV (Total Media Value) • 119 Saves
PUBLIC RELATIONS
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May 20, 2025
15 PUBLIC RELATIONS BY THE NUMBERS
Throughout the 24/25 fiscal year thus far (July 2024 - May 2025), the City secured 22 stories, resulting in493,211,093 potential media impressions.
4 press trips FY25: • Derrik Lang – Senior Features Editor, AAA • Rebecca Deurlein – Freelance, Forbes, National
Geographic
• Katie Seemann – Freelance, Travel + Leisure, Upgraded Points
• David Weiss – Freelance, Fore Magazine, Forbes
We achieved a key objective of lifting La Quinta’s voice and story with Visit California through a media mission in NYC and submitting to Visit California’s monthly PR content calls.
Additionally, the City of La Quinta curated and distributed 4 quarterly newsletters to top-tier publications such as: AFAR, Conde Nast Traveler, Hotels Above Par, and more.
MEDIA NEWSLETTERS
As part of the scope, all proactive and reactive pitching is supplemented with a La Quinta media newsletter sent out every quarter to a curated database of writers. These newsletters are sent to an expansive media list, including call to actions that entice media with broad story angles about La Quinta.
We crafted and distributed 4 newsletters to a curated list of 200+ national, freelance, and regional writers.
September 2024
• Topic: Hidden Gem of the Coachella Valley
• Open Rate: 63%
December 2024
• Topic: Wellness in the Gem of the Desert • Open Rate: 57% February 2025
• Topic: Spring Adventures in La Quinta, California
• Open Rate: 63%
May 2025
• Topic: Shop and Stay Local in La Quinta
• Open Rate: TBD
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May 20, 2025
16 PRESS
TRIPS
SPONSORSHIPS
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May 20, 2025
17 CONFERENCES
CAL TRAVEL
SUMMIT
Highlights
• Utilizing Data to Be a Better Destination Marketer • Travel Trends Pre Pandemic vs. Post Pandemic • Road Trips: The Latest Travel Trends
Application
• Creation of strategic marketing plan utilizing data to have a more efficient reach and outcome
• Learning how travelers are still affected post pandemic and understanding how to attract them to the
destination
• Understanding the ”road trip traveler” and how to reach them through creative marketing techniques
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May 20, 2025
18 VISIT CALIFORNIA
OUTLOOK
Highlights
• Captivating the Evolving Luxury Traveler • Redefining Sustainability for Destinations Application
• What is a luxury traveler and how do we attract them to the destination
• Highlighting the luxury ameneties in La Quinta and
develop strategies and techniques to promote through
specific media platforms
• Reviewing the sustainability practices La Quinta has and elevating them through marketing and creative assets
• Sustainable travel is a new pillar of travel - reaching those tourists who want to connect with a place that
understands and practices sustainability
ETOURISM
SUMMIT
Highlights
• Understanding Audience Migration
• What AI Means for Destination Discovery
• Building a Destination Data Based Strategy to Maximize Economic Impact
Application
• Focusing on the various audiences that match the target demographics for the destination and efficiently reaching them through advertising
• Creating your AI “profile” so the destination becomes discoverable
• Creating adaptive content: elevating the destination
information so that it is constantly sought out • Utilizing strategies based on marketing trends to create an economically strong destination profile
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May 20, 2025
19 COMMUNITY
OUTREACH
To build strong relationships with local
residents, foster civic pride, and encourage
participation in local initiatives and events.
TOURISM To attract visitors, increase length of stay,
and enhance the visitor experience,
contributing to the local economy.
ECONOMIC
DEVELOPMENT
To support existing businesses, attract new
ones, foster innovation, and create a
favorable economic environment, leading
to job creation and prosperity.
FISCAL YEAR 25/26
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May 20, 2025
20 City Council Meeting
May 20, 2025
B1 – Appoint Members of City Council to Serve
as City Representatives on the Coachella Valley
Power Agency Board of Directors
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May 20, 2025
21 City Council Meeting
May 20, 2025
B2 – Approve La Quinta Youth
Collective Program
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May 20, 2025
22 La Quinta Youth Collective (LQYC)
Background
• Mission
– Collaborate with City staff to provide input on community programs and encourage participation among young people in community affairs.
– Empower youth to become civically engaged leaders and equip them with skills for self-sufficiency and career development. • Arts and Community Services Commission Study Session:
December 9, 2024
• City Council Study Session: January 21, 2025
La Quinta Youth Collective
• Goals & Objectives:
– Offer input on art, recreation, and community programs – Identify issues facing La Quinta youth
– Develop leadership skills
– Participate in public meetings and City events
– Develop understanding of local government operations and procedures
– Explore career opportunities within city government
– Organize a community service project
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May 20, 2025
23 La Quinta Youth Collective
• LQYC will meet monthly at City Hall (90) minutes
• Staff liaison (Community Services Department)
• Each meeting will be led by a different City department, providing information on departmental functions, career opportunities, and upcoming projects
• LQYC will have opportunities to ask questions and offer input • Meetings will also include personal/professional development activities:
– Public Speaking
– Financial Literacy
– Team Building
La Quinta Youth Collective
• Eligibility
– High school students in La Quinta (public, private, or homeschool) – 2.5 GPA requirement
• Application process
– Written responses to questions and letter of recommendation • Commitment for one school year (October – May)
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May 20, 2025
24 La Quinta Youth Collective
• Potential Tentative Schedule
– October: Introduction of LQYC & Meet City Council & Community Services Department
– November: Finance Department
– December: Public Safety & Code Enforcement
– January: Public Works
– February: Design & Development
– March: City Clerk’s Office
– April: Human Resources
– May: City Manager’s Office
– May: Community Service Project Presentation to City Council La Quinta Youth Collective
• LQYC members encouraged to attend Commission
and Council Meetings
• Assist with City events if available
• Group Community Service Project
– Examples may include beautification, recycling, health, animals, senior services, and/or food drives
– LQYC responsible for promoting their project, logistics, materials, etc.
– Project will occur in May, followed by a presentation to City Council
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May 20, 2025
25 La Quinta Youth Collective
• Incentives
– Community Service Hours
– School supplies gift card for freshman and sophomore
students
– Scholarship Program
• Junior Students: $1,000
• Senior Students: $1,500
– Scholarship applications reviewed by ACSC and awarded by Council.
La Quinta Youth Collective
• Scholarship Program Eligibility
– One year of service in LQYC
– No more than two absences per program year
– Must participate in community service project and Council presentation
• Scholarship funds can be applied towards eligible items including books, school supplies, application fees, tests, military uniforms, laptop/desktop equipment
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May 20, 2025
26 La Quinta Youth Collective
• Implementation:
– Staff are prepared to begin the program Fall 2025
– Collaboration with Public Service Academy
• Outreach/enrollment in September
• First session in October
– DSUSD is on board and LQYC goals align with Career &
Technical Education Dept.
– Twenty students max
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May 20, 2025
27 City Council Regular Meeting
May 20, 2025
B3- Introduce for First Reading Ordinance adding Chapter 11.46 to Title 11 of the LQ Municipal Code Relating to Title 11 of LQ Municipal Code Relating to the Regulations of
Unauthorized Camping in the City
Background
• June 2024, the U.S. Supreme Court rule in the case of City of Grants Pass, Oregon v. Johnson.
• Governor Newsom issued an executive order urging state and local agencies to implement policies to remove public camps.
• Unauthorized camping is having a negative impact on all Coachella Valley cities.
• May 6, 2025, the Council reviewed and showed support for the proposed regulations on unauthorized camping.
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May 20, 2025
28 Unauthorized Camping Ordinance
• Current municipal code (LQMC Section
11.44.060(H))
• Chapter 11.46 would establish reasonable
regulations related to unauthorized camping.
• Proposed ordinance is intended to give law
enforcement appropriate tools to manage
public safety and nuisance issues.
LQMC Concerning Unauthorized Camping
• Section 9.60.130 - Recreational vehicle parking
• Section 12.28.040 – Use of streets for storage of
vehicles prohibited
• Section 11.08.005 – Public drinking and alcohol
possession
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May 20, 2025
29 Resources Available
• City partners with Coachella Valley Rescue Mission,
Coachella Valley Association of Governments (CVAG), and Martha’s Kitchen.
• Staff also works directly with CVAG Housing First Program, which provides emergency and temporary housing, and case workers.
• Through these efforts we are connecting people with
programs that assist with their needs.
Questions
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May 20, 2025
30 City Council Meeting
May 20, 2025
S1- Discuss the Fiscal Year 2025/26 Preliminary
Proposed Budget
BUDGET
OVERVIEW
Focus on General Fund and
Internal Service Funds
Revenues & Expenses
Changes from FY 24/25
Discuss assumptions and
major variances
Measure G Summary
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May 20, 2025
31 General Fund Revenues
Top 3 Revenue Sources:
Sales Tax revenue $25.6 million
Property Tax revenue $13.7 million
Transient Occupancy Tax (TOT) $13.5 million
General Fund Expenses
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May 20, 2025
32 General Fund Expenditure
Assumptions Salaries & Benefits
• Annual step
increases &
CalPERS rate
increase
• Labor market
adjustments Contract Services/Maintenance & Operations
• Contract rate
increases
• Rise in cost of
supplies &
materials
• One-time
expenditures
such as fee
studies,
equipment
replacement
Utilities/Internal Service Charges
• One-time
purchases in FY
2024/25
(machinery/equip
ment & park
upgrades)
• Insurance
premium increase
General Fund Variances
Division Change from PY
Salary & Benefits, estimated 9.5% rate increase, public safety camera system maintenance
Police $2,044,200
Salary & Benefits/rate increase, fire station bay door and furniture replacement, and Emergency Operations Center
enhancements
Fire $685,760
FY 24/25 park upgrades currently underway, carryover into FY 25/26
Parks Maintenance ($374,250)
Planning $640,800 Master planning efforts for SOI
Annual unfunded pension liability payment, capital improvement carryovers for multi-year projects
Centralized Services ($19,442,020)
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May 20, 2025
33 Internal Service Funds
• Support the City’s internal operations
• Revenues derived from the General Fund based on
employee and equipment allocations
Fund
Current
FY 24/25
Proposed
FY 25/26 Variance
Equipment Replacement 2,665,364 1,745,500 (919,864)
Information Technology 3,367,945 4,027,320 659,375 Park Equipment 2,700,000 935,000 (1,765,000) Insurance Fund 1,058,000 1,242,600 184,600
9,791,309 7,950,420 (1,840,889)
INTERNAL SERVICE FUNDS SUMMARY
General Fund Summary
Measure G Sales Tax Revenue $ 14,400,000
Police Services - Capital Improvements (15,000,000) Available for Appropriation $ (600,000)
MEASURE G SALES TAX SUMMARY
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May 20, 2025
34 FY 2025/26
Budget Schedule
• May 20 – City Council, Study Session #1
• June 3 – City Council, Study Session #2
• June 4 – Financial Advisory Commission
• June 11 – Housing Commission
• June 17 – City Council, Adoption
For the latest budget information visit: www.laquintaca.gov/business/finance/budget Discussion
& Questions
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May 20, 2025
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