The El Paseo Parking and Business Improvement District Board approved a $50,000 mid-year budget adjustment at its regular meeting Nov. 20, redirecting funds from an underperforming digital platform toward expanded marketing and advertising campaigns.
The board voted to cancel its contract with Bandwango, an all-in-one experience builder platform designed to get people excited about exploring, support small businesses and remove complexities with merchant payments. The decision came after the district's Winter pass program attracted only 18 merchant participants.
"It's really not what we thought it was going to be," city staff said during the Nov. 20 meeting. "It's not something to put a lot of money into, begging people to come down and experience when there's only 18 stops."
The approved budget adjustment increases the district's total budget from $275,000 to $325,000. All of the new funding will support advertising initiatives, with no money allocated toward fee structures.
The expanded marketing investment will now represent 45% of the budget. When combined with content creation efforts, nearly 70% of district funds will support marketing initiatives.
The additional funds will extend the district's print advertising campaign with Palm Springs Life through February and March, plus a summer program. The board also approved expanding digital outdoor billboard advertising from four months to nine months, covering the entire season.
Additional spending includes one more consumer email blast through Palm Springs Life, extended digital online campaigns and two more photo content capture sessions featuring the "Hello El Paseo" video series.