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From YouTube: Airport Commission Special Meeting | Oct 6 22
Description
A Special Meeting of the Palm Springs International Airport Commission, held October 6th, 2022
A
B
A
D
A
A
E
Thank
you.
Thank
you,
commissioner,
gadonna
and
good
evening.
Everyone
thank
you
for
joining
us
today
for
our
second
public
working
session.
My
name
is
Daniel
Meyer
and
I'm.
The
deputy
director
of
Aviation
and
I
oversee
marketing
and
Air
Service
development
for
Palm
Springs,
International
Airport
over
the
next
20
or
30
minutes.
We
are
going
to
recap
our
journey
so
far
from
our
start
in
the
early
2012
in
developing
a
comprehensive
marketing
and
Communications
plan
that
led
us
to
this
branding
and
design
process,
which
is
why
we
are
all
here
today.
E
After
a
brief
overview,
we
will
also
open
up
the
floor
to
those
who
want
to
provide
comments.
Foreign,
our
branding
Journey,
began
in
2021,
which
will
recap
and
review
through
today,
but
first
I
want
you
to
see
the
full
path
of
the
process
to
develop
the
airport's
first
comprehensive
brand
in
the
steps
for
Success
demonstrated
here,
we
began
with
step
one,
the
research
phase
and
our
consultant
aviatrics
Communications,
will
explain
this
and
the
other
steps
during
their
portion
of
the
presentation.
E
Yeah
Palm,
Springs,
International
Airport
is
owned
and
operated
by
the
city
of
Palm
Springs.
But,
unlike
other
City
departments,
the
airport
does
not
receive
any
local
tax
dollars
to
operate.
The
airport
is
an
Enterprise
fund
and
operates
much
like
a
private
business
would
like
a
private
business.
The
airport
is
responsible
to
generate
its
own
Revenue.
E
Since
the
airports
itself
is
a
self-sustaining
Enterprise,
we
must
Market
the
airport
to
ensure
our
long-term
success.
Having
a
fully
developed
brand
is
part
of
any
successful
marketing
effort
and
it
will
help
us
ensure
future
success
and
our
ability
to
serve
the
community
Palm
Springs
International
Airport
has
never
had
a
brand
or
identity
developed
for
it.
The
airport
has
had
many
logos
over
its
history,
but
a
brand
is
much
more
than
just
a
logo.
E
A
fully
developed
brand
is
a
commitment
to
how
we
want
to
see
how
we
want
others
to
see
and
experience
the
airport,
including
our
staff,
who
are
responsible
for
operating
the
airport.
This
brand
will
guide
airport
staff
and
our
quest
to
create
a
world-class
airport
to
represent
this
world-class
Community.
This
brand
will
become
our
community's
commitment
to
this
community
and
to
those
visiting
our
Valley
in
early
2021,
work
began
to
establish
a
comprehensive
Communications
program
as
part
of
implementing
that
program.
E
The
airport
conducted
stakeholder
interviews,
internal
surveys
in
a
community-wide
survey
to
gather
existing
opinions
about
the
airport
and
its
offerings
and
to
provide
a
baseline
to
measure
the
efficacy
of
future
direct
future
communications.
Both
qualitative
and
quantitative
research
efforts
were
conducted
from
July
2021
through
February
2022.,
in
preparation
for
The
Branding
process.
The
airport
had
already
conducted
several
focus
groups
and
Community
surveys.
E
The
research
found
that
people
have
a
false
perception
that
flying
from
Palm
Springs
is
too
expensive
when
compared
to
other
airports
in
our
region
that
this
airport
is
seasonal
only
and
that
we
only
have
a
few
Airlines
and
routes.
The
Coachella
Valley
is
growing
and
there
are
more
permanent
residents
moving
in
versus
seasonal.
Thanks
to
the
rise
of
remote
work,
our
airport
offers
year-round
non-stop
service
to
multiple
destinations,
but
this
information
has
not
reached
the
entire
Community.
Nor
is
it
fully
resonated
because
many
aren't
aware
of
what
our
airport
has
to
offer.
E
Psp's
value
proposition
for
locals
is
cost
and
Time
Savings
when
compared
to
driving
to
other
airports
and
PSP
is
an
asset
of
the
city
of
Palm
Springs.
But
the
research
also
found
that
residents
and
business
owners
throughout
the
entire
Coachella
Valley
must
identify
with
PSP
as
their
airport
as
well
to
help
ensure
our
long-term
long-term
success.
E
In
March
2022,
we
had
an
independent
third
party
conduct
a
community
survey.
The
goals
of
the
survey
were
to
Benchmark
the
perceptions
of
our
airport
among
the
local
Air
Travel
consumers
identify
the
travel
Dynamic
profiles
of
Coachella
Valley
residents
rank
the
hierarchy
of
drivers
that
Define
Coachella
Valley
residence.
E
Psp
owns
some
appealing
attributes
that
will
inform
our
Brand
Story
and
our
positioning,
but
just
as
we
learned
from
the
stakeholder,
the
market
area
lacks
understanding
of
the
number
of
Non-Stop
and
non-stops
and
Airlines
market
area
residents
have
a
significantly
lower
awareness
of
PSP
compared
to
other
area.
Airports.
E
54
54
of
the
surveyed
are
aware
of
PSP,
but
have
not
flown
from
Palm
Springs
of
those
that
have
flown
from
Palm
Springs
over
the
last
12
months.
79
say
it's
conveniently
located.
78
said
PSP
is
even
easy
to
navigate
and
then
59
said
it
has
a
comfortable
and
welcoming
interior
PSP
determined
the
brand
goal
upon
completion
of
the
market
research
and
what
it
told
us,
which
is
the
need
to
establish
a
vibrant,
unique
airport
brand
that
repositions
the
airport
from
one
that
serves
just
the
city
of
Palm
Springs
to
understand
the
entire
Coachella
Valley.
E
We've
reviewed
the
why,
in
our
next
steps
in
the
process,
we've
developed
for
the
airport's
first
Standalone
brand
and
a
rollout
plan
for
that
Branch,
followed
by
creating
a
new
mobile
friendly
and
ADA
Compliant
website.
So
how
do
we
get
to
this?
It
started
with
what
is
known
as
an
RFP
public
agencies
like
the
city
of
Palm,
Springs
utilize.
The
request
for
proposal
RFP
process
to
find
companies
that
are
interested
in
performing
Workforce
companies
submit
their
proposal,
which
includes
their
experience,
qualifications
and
their
plan
to
do
the
work
we
are
hiring
for.
E
Their
proposals
are
then
evaluated
by
the
criteria
set
in
the
RFP
to
select
the
most
qualified
company
that
submitted
a
proposal
to
do
the
job
and
I
want
to
talk
a
little
bit
more
about
the
RFP
process.
There
is
a
standard
process
by
which
the
city
of
Palm
Springs,
solicits
and
evaluates
potential
contractors.
The
city
used
this
process
to
find
a
partner
to
develop
an
independent
airport
brand
and
a
related
Airport
website.
E
The
airport,
branding
and
website
requests
for
proposals
was
made
publicly
available
in
March
2022
and
the
city
issued
this
RFP
seeking
contractors
for
the
project.
It
contained
the
details
on
the
work
needed
the
Contracting
process
and
the
criteria
the
city
would
use
to
evaluate
and
select
a
company
for
the
work.
The
city
advertises
RFP
for
30
days
in
a
variety
of
sources,
including
online
and
in
print
to
inform
potential
contractors
about
the
opportunity.
E
Valley
firms
submitted
a
proposal
to
create
a
new
airport
brand
and
website
in
May
2022.
The
evaluation
committee
reviewed
the
proposals
that
were
received
and
selected.
The
most
qualified
contractor,
based
on
the
evaluation
criteria,
stated
in
the
RFP.
This
is
how
Aviation
aviatrics
Communications
was
selected.
E
The
airport
leadership
has
changed
dramatically
over
the
last
two
years.
It
was
very
clear
from
the
feedback
of
the
stakeholders
and
staff
that
new
leadership
has
been
a
much
needed
and
positive
impact
and
serves
as
champions
for
change.
Previously.
The
leadership
did
not
include
the
staff
and
decisions
regarding
the
airport,
nor
is
there
any
collaboration
among
departments,
stakeholders
or
staff.
The
old
way
was
to
be
reactive.
Now
we
are
being
proactive.
E
Mission,
Vision
and
value
statements
are
the
foundation
of
any
brand.
They
describe
the
company's
goals.
The
Way
employees
want
to
work
together
and
the
ways
they
want
to
be
perceived
by
their
customers.
The
airport's
Mission
Vision
of
values
are
guiding
statements
for
internal
staff,
so
the
airport
included
a
cross-section
from
all
departments,
airport
leadership,
marketing
and
Air
Service
Administration
airport
security,
airport
operations
and
airport
maintenance.
Airport
staff
is
one
of
the
most
important
stakeholders
because
they
have
to
live
up
to
the
brand
promise
every
day
we
can't
just
hand
it
to
them.
E
E
Excuse
Me
Through
The
Branding
process
PSP
defined
its
mission
statement
as
follows:
to
provide
an
unrivaled
experience
for
all
who
travel
through
Palm
Springs,
International
Airport,
we
will
cultivate
an
environment
that
is
safe
and
secure
and
is
innovative,
diverse
and
welcoming,
as
the
region
that
serves
our
vision,
is
our
ultimate
goal.
It's
what
we
want
to
become
a
successful
balance
of
innovative
leadership,
passengers
who
return
again
and
again
and
employees
who
are
proud
to
work
at
the
airport.
E
We've
also
defined
our
core
values
as
follows:
Pride
progress,
responsibility,
Integrity
diversity
and
empowerment.
A
fully
developed
brand
includes
the
core
values
of
the
organization.
The
values
are
the
foundation
of
the
brand
and
support
our
new
mission
and
vision
statements.
All
of
us
at
PSP
take
pride
in
delivering
an
unariable
experience
for
everyone
who
travels
through
Palm
Springs
International
Airport.
E
This
has
been
our
journey
thus
far,
and
next
aviatrix
Communications
will
take
you
through
the
beginning
stages
of
the
brand
process.
After
aviatrix,
we
will
then
open
the
floor
for
public
comment.
I
want
to
thank
everyone,
that's
participated
so
far
and
thank
you
for
being
on
this
call.
Today.
Now
we
have
Katie
with
avatrix
to
explain
the
process
further.
F
Thank
you
Daniel
good
afternoon,
everyone.
My
name
is
Katie
I'm
with
avatrix
Communications
and
our
marketing
and
Outreach
firm
specializes
in
Airport
communications.
Our
team,
as
we
have
either
worked
at
or
for
a
dozen
California
airports,
including
San
Diego,
San,
Jose,
San,
Bernardino
and
John
Wayne.
Together,
we
have
more
than
a
hundred
years
of
combined
experience
in
Airport
communications
and
we've
been
working
with
Daniel
and
his
team
at
Palm
Springs,
since
early
2021
to
help
improve
the
communications
from
the
airport
with
the
community
and
also
to
attract
new
passengers.
F
Here
again
is
The
Branding
process.
The
airport
has
determined
for
the
brand
development.
It
is
methodical
and
deliberate
and
recognizes
that
you
can't
complete
one
step
start
the
next
step
until
you've
completed
the
first
step.
Daniel
mentions
the
first
two
are
complete
and
we
are
now
on
step
three
step.
F
Three
design
identity
starts
with
the
research
the
airport
conducted
its
research
within
the
community,
those
using
the
airport,
those
who've
never
used
the
airport
and
those
stakeholders
who
depend
on
the
airport
to
bring
in
visitors
and
to
conduct
business
that
research
is
critical
to
knowing
how
people
feel
about
their
airport.
Currently
and
what
they
would
like
to
feel
about
their
airport
in
the
future,
like
the
airport's,
Mission,
Vision
and
values,
the
brand
should
be
reflective
of
the
community.
It
serves,
but
also
aspirational.
F
So
as
part
of
our
research,
we
also
conducted
a
competitive
analysis
at
Pier
airports
to
see
how
they
are
presenting
their
brands
and
themselves
and
their
communities.
These
brands,
of
course,
are
more
than
just
a
logo.
They
are
their
website
social
media
presence
advertising
and
generally
how
they
put
themselves
out
in
the
community
again
the
design
identity
phase.
So
we
are
currently
establishing
draft
logos
for
refinement.
We're
taking
the
research
mentioned
your
input
tonight
and
working
to
create
something
the
entire
Community
will
love.
F
We
also
want
to
be
sure
that
proposed
ideas
work
across
a
variety
of
surfaces
and
materials,
so
a
logo
needs
to
be
flexible
and
scalable
and
work
beautifully
across
a
variety
of
platforms.
We
want
to
be
sure
that
we're
addressing
that
now,
we
don't
want
to
wait
until
step
five
to
decide
that
the
preferred
logo
doesn't
scale
well
to
a
social
media
icon,
for
example.
F
So
after
we've
worked
through
those
application
possibilities,
we'll
present
them
to
the
airport
and
the
city
council
for
feedback
revisions
and
approvals,
we're
not
strangers
to
the
region,
but
part
of
our
work
with
the
airport
brand
meant
diving
deep
into
the
community
and
lifestyle
at
aviatrix
we
have
family
homes
in
Palm
Springs.
We
have
been
to
Coachella,
we
hike
in
Joshua,
Tree
I
have
done
more
than
my
fair
share
of
outlet
shopping,
Crystal
loves
the
golf
courses
we've
been
out
for
bachelorette
parties
and
business
conferences.
F
We
know
that
the
community
is
more
than
one
thing
and
that
people
choose
to
live
and
visit
your
community
for
a
variety
of
reasons.
So
here
is
one
of
the
mood
boards
that
we've
created
to
get
a
visual
look
at
the
Region's
culture
and
lifestyle
and
the
find
most
common
themes
within
the
variety
of
audiences
and
locations.
It
helps
paint
the
picture
for
understanding
who
our
audiences
are.
F
It's
important
to
note
that
one
audience
is
the
local
community
and
one
audience
is
those
who
choose
to
visit
Palm
Springs
and
the
entire
Coachella
Valley,
but
we
able
to
capture
this
mood.
This
spirit
in
the
final
brand,
we
also
created
a
mood
board
for
research,
specifically
on
mid-century
modernism
architecture
and
the
themes
that
we
know
are
important
to
this
community.
F
As
you
can
see,
many
successful
brands
in
the
region
build
off
the
areas
mid-century
modern
ideals.
There
is
again
a
look
of
strong
fonts,
bold
colors,
geometric
shapes
a
diverse
range
of
styles
and
color
palettes
that
can
be
seen
throughout
the
valley.
Some
are
classic
like
the
Palm
Springs
welcome,
roadway
signs,
While
others
incorporate
a
more
modern
approach
to
both
color
and
font
selection,
like
visit
greater
Palm
Springs.
F
All
of
these
are
wonderful
and
showcase.
The
unique
Vitality
of
the
area
and
capture
what's
happening
in
the
entire
Coachella
Valley
a
competitive
analysis.
We
want
Palm
Springs
Airport
to
be
like
no
place
else
to
fully
involve
embody
the
Region's,
vitality
and
unique
characteristics
while
still
positioning
the
airport
within
as
an
important
player
in
the
Region's
Aviation
Network.
So
it's
essential
that
we
look
at
what
the
competitors
are
doing.
F
Some
common
themes
here,
a
use
of
blue
not
only
in
the
six
groups
of
Ontario
Long,
Beach,
Los,
Angeles,
San,
Diego,
John,
Wayne
and
San
Bernardino,
but
across
the
country,
Blue
Sky,
very
easy
for
an
airport
logo
to
go
in
that
direction.
The
other
common
industry
practice
you
see
here
is
the
use
of
the
airport
code
o-n-t-l-a-x-s-d.
F
F
F
So
how
can
we
utilize
some
of
our
industry
best
practices
while
still
making
the
Palm
Springs
Airport
brand
unique,
and
that's
what
we've
been
up
to
looking
ahead
after
the
research,
the
feedback,
the
testing
and
approvals
come
the
next
steps,
and
that
is
developing
the
implementation
system
here
is
where
we
finalize
the
brand
look
and
feel
and
set
the
standards
that
reach
across
all
mediums.
We
also
prioritize
the
application
process.
F
The
airport
is
a
large
organization
with
many
touch
points,
and
so
we
have
to
look
at
every
application
to
see
how
and
where
the
brand
is
used
and
prioritize
the
many
elements
that
need
to
be
updated,
which
items
have
to
be
addressed.
First,
are
they
internal?
Are
they
external
which
department
owns
the
budget
that
will
have
to
roll
out
those
items
and
so
on
and
so
on?
But
once
those
opportunities
and
the
budgets
are
analyzed
we'll
work
with
the
airport
to
develop
a
rollout
strategy
that
reaches
stakeholders
when
most
appropriate.
F
That
likely
means
rolling
it
out
to
employees
first,
who
will
internalize
and
bring
to
life
the
new
brand,
and
then
the
airport
will
bring
that
brand
throughout
the
airport.
Space
in
terminal
opportunities
like
floor
mats
and
wall
signs
and
shade
hangers
and
directional
signage
within
the
full
airport
property,
including
the
existing
Monument
sign
on
East
Ramon
and
Gene
Autry,
for
example,
the
airport's
website
social
media
accounts
and
advertising
will
all
have
to
be
addressed
at
the
right
time.
F
Step.
Five
is
actually
rolling
out
the
brand,
and
here
is
where
all
our
hard
work
and
strategy
pay
off
and
when
community
and
travelers
will
get
to
come
into
contact
with
the
brand.
We'll
also
look
to
establish
brand
Champions,
both
internal
and
external,
who
will
share
and
promote
the
airport
story.
But
those
steps
are
still
a
ways
away,
so
I'm
going
to
turn
it
over
back
to
Daniel
to
explain
the
next
steps
in
The
Branding
approval
process.
Thank
you
for
your
time
today.
E
Thank
you
Katie.
So
here
are
the
next
steps
in
the
airport
branding
process
that
will
follow
these
two
public
sessions.
We'll
next
have
stakeholder
meetings
and
feedback
synthesis
will
occur
after
that,
we'll
move
on
to
developing
new
Concepts
or
we
may,
or
and
or
refinement
of
current
drafts.
The
airport
commission
will
review
all
options
and
make
final
brand
determinations
and
then
finally
it'll
go
to
city
council
for
review
discussion
and
eventually
for
their
approval.
E
The
final
brain
will
have
to
live
beautifully
in
a
variety
of
mediums,
as
Katie
said,
everything
from
the
new
website
to
the
welcome
mats
terminal
doors,
there's
a
very
deliberate
process
for
the
brand
to
roll
out
based
on
priorities,
budgets
and
production
schedules,
but
we
hope
you'll
you'll
be
able
to
enjoy
your
new
airport
brand
this
spring.
Of
course,
the
brand
isn't
the
only
thing
coming
online
next
year.
Psp
is
also
in
the
midst
of
implementing
a
new
dining
and
shopping
program.
E
Regular
improvements
like
our
recently
expanded
ticketing
area
and
our
upcoming
renovations
to
restrooms
and
gate
areas
are
on
the
way
as
well.
We're
also
excited
to
announce
that
we'll
be
beginning
an
airport
Master
Plan
update,
which
is
the
ideal
time
to
address
the
existing
terminal
and
other
physical
characteristics
of
the
airport.
E
The
master
plan
is
a
short,
medium
and
long
term
planning
document
that
will
guide
the
airport's
physical
development
over
the
next
two
decades
and
public
participation
is
a
big
and
very
important
component
of
that
process,
so
be
on
the
lookout
for
more
opportunities
for
the
public
to
provide
feedback
on
your
airport.
We
hope
to
see
many
of
you
in
our
Master
planning
meetings
to
help
us
decide
where
to
take
PSP
over
the
next
20
years.
E
Once
again,
we
are
thankful
that
you've
chosen
to
participate
in
speeding
today,
the
airport
is
clearly
important
to
you
and
we
are
grateful
for
any
feedback
you
can
provide,
and
today
we
would
like
your
feedback
on
how
you
how
your
feedback
on
how
you
feel
about
the
airport's
current
and
future
identity.
There
are
two
ways
to
share.
You
may
now
choose
to
raise
your
hand
to
provide
public
comment
and
share
your
thoughts.
However,
we're
also
conducting
a
confidential
survey
with
details.
We
can
measure,
even
if
you
choose
to
speak
today.
E
We
also
strongly
encourage
you
to
complete
the
short
survey.
The
survey
will
close
on
October
10th.
There
is
a
link
to
the
survey
in
the
chat
you
may
have
to
open
the
chat
on
your
screen
to
view
or
you
may
find
it
online.
At
Palm
springsairport.com
survey
against
Palm
Springs
airport.com,
slash
survey.
It
will
also
be
shared
on
social
media.
E
In
today's
Facebook
event,
comments
you're
welcome
to
share
with
your
friends
and
neighbors
as
well
since
the
cities,
since
this
is
an
official
City
public
meeting
comments
are
limited
to
two
minutes
per
speaker
and,
like
all
city
meetings,
staff
will
not
be
responding.
We're
here
to
listen
to
you
and
to
get
your
feedback.
I
will
now
hand
this
over
to
Christina,
to
open
the
floor
for
public
comment.
C
D
Great,
thank
you.
Well,
it's
it's
great
that
you're
putting
a
little
bit
of
beautiful
efforts,
or
all
of
you
I
appreciate
that
from
this
area,
so
I'm
a
designer
in
in
Coachella,
Valley
and
I,
mentioned
in
the
past
meeting
that
concerning
about
how
designers
can
submit
art
to
this
process.
So
here's
my
question.
So
how
can
a
local
designer
submit
a
design?
So
what
is
the
procedure?
If
that's
the
case
and
that's
it.
C
G
Speak.
Thank
you
for
this
opportunity
to
present
my
feedback.
My
name
is
Tom
Dahl
I'm,
a
resident
of
Palm
Springs
and
a
graphic
design
and
branding
professional.
The
airport
is
faced
with
many
issues
related
to
the
huge
increase
in
travel
to
the
Coachella
Valley,
the
many
years
when
small
changes
were
made
to
address
immediate
needs,
but
with
no
visual
master
plan
have
taken
their
toll.
The
airport
has
become
a
visual
jumble
of
cluttered
advertising,
mismatched
signage,
poorly
chosen
materials
and
colors,
and
no
real
sense
of
place.
G
The
biggest
brand
asset
the
airport
has
is
the
Wexler
terminal,
The
Soaring
ceiling,
walls
of
glass,
looking
out
to
Mountain
Vistas
gleaming
floors
and
Open
Spaces
encapsulated
the
Palm
Springs
lifestyle
that
the
entire
Valley
from
La
Quinta
desert
hot
springs
and
the
high
desert
Bank
on.
But
you
would
hardly
know
that
today,
as
the
terminal
has
been
hidden
behind
sheetrock
and
ugly
Carpeting
and
blends
into
the
drab
atmosphere
that
is
far
removed
from
the
glamor
of
desert
living
an
overdone
and
heavy-handed
logo
design.
G
While
the
airport
is
going
through,
such
Growing
Pains
only
adds
to
the
Clutter,
especially
when
the
logo
looks
like
the
many
other
tourism
campaigns
that
already
exist.
Let's
take
a
step
back
and
come
up
with
a
sophisticated
and
holistic
visual
master
plan
that
befits
the
gateway
to
an
internationally
recognized
Center
of
style,
design,
art
and
architecture,
and
a
top
vacation
destination
year
round,
with
a
master
plan
in
place
that
restores
the
Wexler
terminal,
addresses
signage
and
advertising
and
brings
Palm
Springs
style
back
to
all
areas
of
the
airport.
G
It
becomes
the
perfect
Focus
for
a
well-defined
marketing
and
branding
campaign
that
gets
the
community
excited
about
this
vision
of
the
future.
It
also
creates
a
roadmap
for
expansion
that
guides
visual
decision
making,
instead
of
piecemeal
additions,
that
chip
away
at
the
brand,
the
architecture,
design
and
preservation
Community,
as
well
as
the
tourism-based
business
Community,
are
ready
to
stand
behind
you
and
support
a
more
sophisticated
and
holistic
vision
for
the
future
of
the
Palm
Springs
International
Airport.
Thank
you.
A
A
Yes,
I'm
here
and
at
this
time,
knowing
that
we
have
no
other
speakers,
I'm
going
to
close
the
public
comments
and
I
want
to
thank
the
two
speakers
that
joined
us
this
evening
and
thank
you
for
joining
us
and
participating
in
this
session.
Having
said
that,
I
will
entertain
a
motion
from
one
of
the
commissioners
to
adjourn
the
special
meeting
session
this
evening.