2001-06-21
CITY OF ENCINITAS
ACTION MINUTES OF THE REGULAR MEETING OF
THE ENCINITAS CULTURAL TOURISM AND FLORAL HERITAGE COMMITTEE
June 21, 2001
Present: Mayor Dennis Holz, Council Member Maggie Houlihan, Peder Norby, Chuck Ades, Evelyn Weidner; Julian Duval, John Mclsaaic, Marietta Rogers, Cyd Shaw, Paul
Davis, Karen Gutierrez, Kirsten Richter, Arlene Betti.
DIRECTION/ACTION
Council Member Maggie Houlihan called the meeting to order at 8:12 a.m.
Call to Order
Self-introductions and the following announcements were made:
Announcements
Julian Duval announced that Quail Botanical Gardens' first sununer concert is July 8, 2001.
Evelyn Weidner announced that Weidner's Gardens is celebrating their 27t' Annual Begonia
FestivaL
Peder Norby announced that the reception for the Children of Chernobyl student art gallery is July
6`h from 5:00 p.m. to 7:00 p.m. Many of the children will be in attendance. The exiibit will run
for approximately three weeks.
Council Member Houlihan indicated that the "Keep Kids Alive" campaign T-shirts and signs are
available for purchase.
ITEM # 1 Arlene Betti, with the Encinitas Chamber of Commerce, reported that the "Encinitas Flower
Debriefing on the "Encinitas Flower Celebration" Celebration" brought in approximately $11,500 in ticket sales. The chamber was constantly busy
taking reservations prior to the event as well as during the two days of the event. She noted that there
were a few quirks that need to be worked out for next year's event; however, the overall feedback
from visitors was that the event was wonderful. Ms. Betti noted that the speakers were fabulous and
they took the time to talk with the audience.
Chuck Ades, with Ades Nursery, reported that for a first time affair the celebration committee had a
lot of support. They had an idea of what they wanted to do but did not lrnow how to do it. The help
and direction that the cominittee received from the City helped make the event possible. Mr. Ades
further noted that Evelyn Weidner's knowledge for advertising and soliciting made a big difference.
Evelyn Weidner, with Weidner's Gardens, indicated that ads were placed in "Night and Day" and the
garden sections of the "LA Times" as well as newspapers in Orange County. She further noted that
next year they will do even more advertising, including internet postings and radio ads.
Debriefing on the "Encinitas Flower Celebration" Ms. Betti noted that Karen Gutierrez with DEMA and Carolyn Cope did a tremendous job with the
(continued) volunteers. The volunteer base great. They had representation from a variety of organizations - the
City, DEMA, Rotarians, and the Chambers of Commerce.
There was group discussion about the permit process for hanging banners. For next year's event, the
committee will need to get started eaxlier on the pernutting process.
Some of the "quirks" that should be worked on for next year include:
• Prepare for high volume crowds promptly at the opening time. Many people showed up right at
8:00 a.m. and some of the volunteers had not yet arrived.
• Make changes to the bus route/work on better service from the bus company. At times, visitors
had an hour long wait.
• Better advertise the "free" Market Place. There was confusion about being able to enter the
Market Place without having to take the tour.
Statistics from the event:
• Attendance: Saturday = 700 visitors; Sunday = 400 visitors.
• Approximately $11,500 in ticket sales;
• Approximately $2,500 in greenhouses sales;
• Approximately $1,500 in Market Place sales.
• About $5,000 to $10,000 in seed money for next year.
The was also discussion on the need to develop the celebration into more of a community-wide event
by having other events take place the same weekend such as a lagoon tour, an event at Quail
Botanical Gardens, and a flower growing contest with the local schools.
By beginning the planning process early for next year, we will be able to work on package deals,
which could include the tour, the market place, restaurant coupons, hotel accommodations.
Everyone agreed that the date for next year's celebration will need to be chosen very carefully so as
not to interfere with any other events (the Del Mar Fair, etc.) and would also take into consideration
the greenhouses/gardens growing seasons. When choosing the date for next year, the comxnittee will
also need to consider the availability of the local hostelries.
ITEM #2 Mr. Norby reported that the Downtown Streetscape work begins very soon. DEMA will be serving as
Oral Communications a liaison between the businesses and the City to work out problems that may occur during this period.
One of the goals of DEMA and the businesses is to let everyone lrnow that they are open for business
. during the construction period. A great way to promote this is by using a"Passport/Coupon Book."
The passport is free to residents and visitors and it can include business discounts. Each time a
Oral Communications (continued) person visits a business, they receive a stamp. As stamps are collected, the visitors can purchase
DEMA products. Those who collect 30 stamps will also be entered into a drawing for a grand prize.
DEMA is also asking the owners to dress up their businesses in constxuction garb. The idea is
promote the businesses by drawing curiosity about what is going on and what is being done. The
program will be advertised in newspapers and via direct mail.
Discussion of Future Agenda Items 1) Discussion on and choose date for next year's Encinitas Flower Celebration.
Next Regular Meeting July 19, 2001
Adjournment The meeting adjourned at 9:32 a.m.
Prepared by Gina Rubottom July 5, 2001