HomeMy WebLinkAbout8.2 LivermoreVlyWinegrower CITY CLERK
File #470-50
AGEN DA STATEMENT
CITY COUNCIL MEETING DATE: August 7, 2001
SUBJECT:
ATTACHMENTS:
Advertising Proposal from Livermore Valley
Winegrowers Association
Report Prepared by: Christopher L. Foss
Economic Development Director
1. Letter from Livermore Valley Winegrowers Association
RECOMMENDATION: ~,,}. ~1~' Consider the proposal from the Livermore Valley Winegrowers
Association and provide staff with the appropriate direction.
FINANCIAL STATEMENT:
There are sufficient hinds available in the FY 2001-02 budget to
cover the first year expense.
DESCRIPTION: The Livermore Valley Winegrowers Association has embarked on
an aggressive marketing campaign to improve the area's reputation and increase visitor trade to the Th-
Valley. The organization's new Executive Director, George Vierra, wants to elevate the area's reputation
to that of the Napa Valley. The key element of the proposed marketing campaign includes the investment
in a key advertising opportunity at Terminal 1 at the Oakland International Airport (Attachment 1).
In 2000, the Oakland International Airport (OAK) served nearly 16 million passengers, a 7.5% increase
over the previous year. The Airport is expected to increase another 7% during 2001, and plans are
currently underway to expand the terminal and construct a multi-level parking garage to accommodate the
increased demand at OAK. The advertising space that the Livermore Valley Winegrowers Association
has secured at Terminal 1 is the Welcome Soffit above the doorway leading to security and the gates at
Terminal 1. It is visible from both directions, and the advertisement would read "Welcome to the
Livermore Valley Wine Country", complete with the logos or names of the co-sponsors beneath the
slogan.
The cost of the Welcome Soffit is $1,485 per month based on a ten-year advertising term. Mr. Vierra has
received commitments from the other Th-Valley cities (Livermore, Pleasanton, and San Ramon) to help
sponsor the advertisement. The proposal would call for the City of Dublin to pay $370 per month ($4,440
annually) for this advertisement. The Winegrowers Association will pay for the cost of producing and
revising the artwork.
H/cc-fOrms/agdastmt.doc
COPIES TO:
ITEM NO.
Staff believes that the City's four hotels and local restaurants may benefit from the increased visibility of
the area, and that this marketing campaign could help fill local hotel rooms with visitors on the weekends.
Staff also feels that the marketing campaign would also serve to strengthen the region's name recognition
and would supplement and complement the positive marketing work being done by the Th-Valley
Convention and Visitors Bureau.
If the City Council is supportive of this proposal, staff will work to place the contract on an upcoming
agenda for Cit~y Council consideration and action.
It is staff's recommendation that the City Council consider the proposal from the Livermore Valley
Winegrowers Association and provide staff with the appropriate direction.
Livennore Valley Winegrowers ._A_ssociafion.
1984 R~ilroad .Avenue., Sim. A, Livv. rmom, CA 94550
Co/ce 925.447.9463 l~mc 92-3.447.0433 C_.dj 925.5,18.0210
t-~ait g~li. ermorew~e.com'
12 June' 2001
About l0 to 12 million people a year walk {rom the Bag Claim and Ticketing section to
Security and the finally the bates at Terminal I at the Oakland AirpaX. ~n their travels.
*hey mu~ ail pass under a "caf eyes" ad above th~ dividing Wall. They' II see the same ~d
going in both directions. This ad is 113" wide, 46' high and Ms ~ 125" curved hypotenuse..
The bosom of the ad ~ands about 10 fee~ above the ground. The Livermor¢ Valley
Win~rowers Association will have this space. Z~ will ~ in bright, dramatic colors wi,h ~
simple f~t,
"WELCOME~ TO THE blVERMOR[:' VALLEY WINE COUNTRY"
Www.li. yerm orewine.com telephone 9~5.447.wine
The bottom of th~ ad will have the iogos of five or six sponsoring organizations or
companies, We can put your Web site, if you want.
The ad contract will last for 10 years. The ad can be changed periodically.
Do you want to be one of the sponsor~? $300 per month. At l0 million se, s of eye~, (or 20
million with the coming and going) that's $0.00018 per set per year. Not too shabby.
Regards,
4¥,/
ATTACHMENT 1
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contaied ide~ a~ designs sh~ll be eppropdated
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