HomeMy WebLinkAboutS27 - Newport Beach Lifestyle Book by The Max CompanyCITY OF NEWPORT BEACH
COMMUNITY AND ECONOMIC
c� me Hearing Date: May 22, 2001
• y fifi DEVELOPMENT
V r PLANNING DEPARTMENT Agenda Item No.: S27
c��'o¢Np• 3300 NEWPORT BOULEVARD Staff Person: Daniel R. Trimble
NEWPORT BEACH, CA 92658 (949) 644 -3230
949 644 -3200; FAX 949 644 -3250
REPORT TO THE MAYOR AND CITY COUNCIL
PROJECT: Request for an Endorsement Letter from The Max Company for
publication of a Newport Beach Lifestyle Book.
SUGGESTED
ACTION: Authorize staff to prepare an endorsement letter for the City Manager's
signature.
Background
On May 16, 2001 the Economic Development Committee (EDC) heard a presentation from The
Max Company regarding a request for an endorsement letter for a commercial publication the
company is developing about the Newport Beach community. The intent of the company is to use
the endorsement letter from the City, as well as letters from the Newport Beach Conference and
Visitors Bureau ( NBCVB) and Newport Harbor Area Chamber of Commerce ( NHACC), as an
introduction to the business community when they solicit their financial participation in the project.
The EDC has recommended that the City Council approve a letter of conceptual endorsement for
the project as a way to promote and enhance the quality of life of Newport Beach. They also
recommended that the City have an opportunity to review and make minor modifications to the
project prior to its publication. The NBCVB has already approved their endorsement letter and the
NHACC Executive Committee has unanimously recommended that their Board of Directors
approve their endorsement letter.
Project Description
According to the publisher, the project would consist of a hard -cover coffee table book for business
& residents and a soft -cover souvenir quality book for visitors, either would also be a suitable gift
for friends, relatives and business associates.
The publisher is The Max Company of Newport Beach. They currently produce Thee Guide
magazine, which has been published monthly since 1987 (acquired in 2000). They have also
produced and published the following books that are similar to the project they are planning for
Newport Beach:
The Max Company Letter Request
May 22, 2001
Page 1
• Orange County: The Center of Southern California O 1999
• Laguna Beach —Local Color O 1998
• Ronchetti Design— Architectural Monograph 01997
The Principals on the project will be Michael Maxsenti and Jim Palmer. Michael Maxsenti,
President of The Max Company, has been an Orange Coast resident since 1975 with over 25 years
in the local printing business. He has been publishing since 1995 and lives in Laguna Beach. Jim
Palmer, Sales & Marketing, is a native of Newport Beach (NHHS '76). Jim is a former marketing
executive with ad agency Rapp Collins, representing HomeBase and Burger King, and is now
living in Costa Mesa.
The theme of the book is to present Newport Beach as the ideal location to visit, live, work & play
with thriving retail stores, unique dining establishments, abundant recreational opportunities, fine
hotels, distinctive housing and prestigious corporate offices.
The format/contents of the book will include the following:
• Full color, hard and softbound volumes
• Text by local author, David Lansing
• Professionally designed & edited with over 150 images of the City
• 128 total pages
• 40 pages integrated with featured sponsors
• Sections include: Greetings from officials, Important public contact information, City
facts, Demographics, Maps, Brief history, Community- Village & Neighborhood profiles,
Lifestyle activities, Events, Places of business, Arts & Culture and more
The Book will be published at no cost to the City, NHACC or NBCVB and will include
distribution and sales to the following:
• 1,000 hardcover copies at no cost for the City, NHACC & NBCVB ($35,000 value)
• First edition printing of 10,000 copies
• Complementary books provided to featured sponsors
• Complementary books provided to Orange County's leading businesses along with local
and regional visitor information centers, travel agents, travel media, hotel sales /concierge
desks, visitor's bureaus, tourism associations, business relocation services and commercial
and residential real estate brokerages
• The book will also be sold for resale at hotel, airport and local gift shops, bookstores,
boutique shops and attractions. Bulk wholesale purchases can be made by businesses, such
as real estate offices, and by individuals to be used as gifts
• Promoted by direct mail, newsletters and at special events
• Web site presence with links to /from sponsors, NHACC, NBCVB and the City sites, if
approved.
Page 2
Analysis
The request from the company does not obligate the City to provide any type of financial
participation in or guarantee of the project. The endorsement itself would be non - exclusive and
would not impede the rights of any other company from pursuing a similar venture. The City
would receive a direct benefit through the receipt of the 1,000 copies of the publication at no cost
and also indirect benefits through the promotion of Newport Beach as a popular destination. Both
Orange County and the City of Laguna Beach currently use similar publications from this publisher
as promotional items.
Submitted by:
SHARON Z. WOOD
Assistant City Manager
FAUsers\PLN\Shared \EDC\Full Member\Max Publication.doc
Prepared by:
DANIEL R. TRIMBLE
Associate Planner
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