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Palm Desert's El Paseo shopping district, once known as the "Rodeo Drive of the Desert," is looking for a marketing communications partner to reinvigorate its brand promise.
The selected firm will "tell the El Paseo story and build top-of-mind awareness of the entire street" that features more than 300 shops, boutiques and restaurants.
The RFP notes that though the Rodeo Drive tagline is memorable, "it no longer accurately describes the street in a useful way."
The Palm Desert partner will work to "bring life back to the El Paseo brand" and "move it forward in a meaningful, authentic way."
The effort will reflect California's Coachella Valley's ever-changing and diversifying population, an audience that requires marketing tactics that are eclectic and unique.
The budget is set for $250K. Responses are due April 4 at https://secure.procurenow.com/portal/cityofpalmdesert
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