Item 19 Staff Report Accept Town Newsletter DesignMEETING DATE: 5/20/02
ITEM NO. 1 q
COUNCIL AGENDA REPORT
DATE: May 16, 2002
TO: MAYOR AND TOWN COUNCIL
FROM: DEBRA J. FIGONE, TOWN MANAGER
SUBJECT: ACCEPT TOWN NEWSLETTER DESIGN
RECOMMENDATION:
Accept the proposed design of the Town newsletter.
BACKGROUND:
At its October 1, 2001 meeting, the Council directed staff to proceed with a redesign of the Town
newsletter. Since 1997, the Town has produced a six -page, 8.5" by 11" newsletter called the "Cat's
Meow." Given the number of complex projects and ongoing issues with which the Town is
involved, Council and staff felt it was time to evolve to a newsletter that communicates in a more
clear, effective, and professional manner.
DISCUSSION:
Based on Council's direction, staff contracted with a professional graphics design firm for the
redesign work, and reviewed design options with two sessions of the Leadership Los Gatos group,
and with Town Commission members. Many options were considered by these groups, which
selected the design elements discussed in this report as the best.
Masthead. A key identifying feature of any publication is its masthead. Staff followed a process
of community involvement to develop the proposed masthead. First, Leadership Los Gatos members
brainstormed about what images and concepts best represented Los Gatos. The group's consensus
was that Leo and Leona, the large statues outside Town, are the most "Los Gatos" images. They then
added the concepts of "mountains" and "village." Staff took these ideas to our graphic designers,
who produced a series of draft images for the newsletter masthead. These images were brought back
to Leadership Los Gatos, and Town Commission members, for additional input. The image most
PREPARED BY: REGINA A. FALK
Community Service ct9r
Reviewed by: C4PAttorney
finance
Revised: 5/16/02 3:19 pm
Reformatted: 5/30/01
PAGE 2
MAYOR AND TOWN COUNCIL
SUBJECT: ACCEPT TOWN NEWSLETTER DESIGN
May 16, 2002
liked was the Town's centennial poster, which includes Leo and Leona against a backdrop of
mountains. The proposed masthead (Attachment 1) is based on that image.
Title. A list of newsletter names was provided by a local marketing consultant, for consideration
by the Leadership Los Gatos group. "Los Gatos Vista" was the name selected, and is the name
proposed for the newsletter. "Vista" evokes the sweeping view of Los Gatos as one enters from
northbound Highway 17, as well as the forward -thinking of the Town organization, and recognizes
the Spanish influence in the area. The Leadership group also considered "Los Gatos View," but it
was felt that it might be confused with the City of Mountain View publication, "The View."
Format. The newsletter would be produced on white, 50-1b., 22" by 17" paper, folded in half to
11" by 17". A copy of the City of Sunnyvale newsletter, which is printed on a similar paperstock,
is attached (Attachment 2). The number of pages can vary by issue, from four to eight to twelve
pages. This flexibility allows for different content requirements, depending on the issue being
addressed. For example, large -size capital improvement plans, maps, photos, and graphics may be
included.
CONCLUSION:
Staff is confident that the proposed newsletter design clearly communicates the style and mission
of the Town. If Council accepts this proposal, a first issue will be sent to all Town residents in June
2002.
Currently, two issues per year of the newsletter are produced. The new, flexible format lends itself
to "special edition" issues, to address specific topics such as the Capital Improvement Plan or the
Operating Budget. The need for such special issues, and the organizational capacity to produce
them, will be evaluated in future.
ENVIRONMENTAL ASSESSMENT:
The recommended action is not a project defined under CEQA, and no further action is required.
FISCAL IMPACT:
Funding for the design, layout, and printing of the newsletter is contained in the Community Services
Department operating budget.
Attachments:
1. Draft newsletter masthead
2. City of Sunnyvale newsletter
RAF: J LM/ N:\CSD\TCRPTS\masthead.wpd
Attachment 1
Town Council Minutes May 20, 2002
Redevelopment Agency Los Gatos, California
ECONOMIC VITALITY PROGRAM (18.37)
Marty Woodworth, Redevelopment Manager, gave an overview of the program and plans for the
business community and attention to residential needs.
Council Comments that this plan allows us to be aware of the trends and the ability of the Town to
address these trends and work with them. The use of the General Plan allows Town to enhance
business dialogue and to take a pro -active stance in making the Plan a reality.
Motion by Mr. Pirzynski, seconded by Mrs. Decker, that Council approve the program, direct staff
to notice a Council public hearing to solicit additional input and to hold community meetings prior
to bringing the program document back to Council for approval. Carried unanimously.
TOWN NEWSLETTER DESIGN (19.39)
Town Manager, Debra Figone, addressed the proposed Town newsletter and noted the community's
and Commissions' input in designing and working on this concept.
Motion by Mr. Glickman, seconded by Mr. Pirzynski, that Council accept the proposed design of
the Town newsletter. Carried unanimously.
TOWN PLAZA DESIGN/PROJECT 0107/STREET TREES/FIRE BELL LOCATION (20.25)
John Curtis, Public Works Director, noted that there were two items to be discussed regrading the
downtown beautification program, street trees and fire bell.
STREET TREE LOCATIONS
Presentation was made by staff explaining the possible positions of the trees and their sizes and
compatiblility with the park.
Council Comments:
That the design with less concrete was much more to Council's liking. Council reviewed the tree
types and decided that the London Plane met most of Council's issues and requirements.
FIRE BELL LOCATION
Speakers from the audience:
John Spaur, supports the bell tower remaining in this space, and noted that grass can surround it
rather than concrete. He spoke of the simplicity of the mechanism. Mrs. Decker asked that the
mechanism be diagramed so that others can maintain it over time. Mr. Pirzynski suggested that the
tower may be relocated to the Civic Center and handled under an historic study of the Town.
John Lochner, spoke of the lack of historic items in Town other than homes consisting only of
Forbes Mill and the Fire Bell. He also noted the agreement with the owner requiring the bell to be
located in a prominent location in Town.
Shirley Henderson, asked that the Tower be relocated to the Civic Center for the purpose of having
more room for people to use the plaza park.
Mike Wasserman, spoke of the center of downtown and the oldest historic item in Town being the
old Fire Bell. Visitors to the downtown and the park may only see the bell when they visit the
downtown park center.
TC:D13:MM052002 7