Item 23 Staff Report Direct Staff to Proceed with Redesign of the Town NewsletterCOUNCIL AGENDA REPORT
DATE: September 21, 2001
TO: MAYOR AND TOWN COUNCIL
FROM: TOWN MANAGER
SUBJECT:
MEETING DATE: 10/01/01
ITEM NO. c)13
DIRECT STAFF TO PROCEED WITH REDESIGN OF THE TOWN
NEWSLETTER.
RECOMMENDATION:
Direct staff to proceed with redesign of the Town newsletter.
BACKGROUND:
Since the spring of 1997, the Town has produced a twice -yearly newsletter called the "Cat's Meow."
This newsletter is sent via direct mail to all Los Gatos addresses. The six -page, 8.5" by 11"
publication includes information about Town projects, services, and events, written in a friendly,
informal style. Each issue also includes a variety of custom -illustrated mountain lions.
DISCUSSION:
The purpose ofthe Town newsletter has always been to communicate with Los Gatos residents. The
"Cat's Meow" has been successful and met with a positive response. However, given the number of
complex projects and ongoing issues with which the Town is involved, staff believes it is time to
evolve to a newsletter that communicates in a more clear, effective, and professional manner.
Specifically, the goal is a newspaper -like look, produced in an 11 " by 17" format, incorporating both
photographs and graphics. This flexible format would allow the number of pages to vary by issue,
and could handle different content requirements depending on the issue being addressed.
If the Council so directs, staff will proceed with a process to redesign the Town newsletter. A new
masthead and new title will be developed that clearly communicate the style and mission ofthe Town.
Staff will contract with a professional graphics design firm for this work, and bring design options
for Council review at its November 5 meeting. The new version would debut in the Spring. Staff is
also reviewing the possibility of expanding from two to three editions per year, with the ultimate goal
PREPARED BY: REGINA A. FALKNE
COMMUNITY SERVI
DIRECTOR
Reviewed by: OL Attorney Clerk GFinance Community Development
Revised: 9/25/01 9:36 am
Reformatted: 5/30/01
PAGE 2
MAYOR AND TOWN COUNCIL
SUBJECT: Direct staff to proceed with redesign of the Town newsletter
September 21, 2001
of quarterly publication. The publication frequency will depend on cost and staffing considerations.
Ifthe Town newsletter does use a new masthead and title, the "Cat's Meow" format may be evaluated
for use by the Senior Program communications.
ENVIRONMENTAL ASSESSMENT:
The Town newsletter is not a project defined under CEQA, and no further action is required.
FISCAL IMPACT:
$20,000 was added to the Community Services Department budget for FY 2001-2002 to produce
improved public communications. Redesign of the newsletter will be done on a pro bono basis.
Following the redesign, the layout and design of the Spring 2002 and Summer 2002 issues will cost
approximately $3,500, and funding is provided in account #8010-61500 (Community Services -
Administration).
RAF:JLM\
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Town Council Minutes October 1, 2001
Redevelopment Agency Los Gatos, California
COUNCIL MATTERS (22.28)
Mr. Pirzynski reminded everyone that this weekend was the first annual Los Gatos Film Festival. On
Friday a free film would be shown in Oak Meadow Park and on Saturday there would be films shown
at the Los Gatos Theater all day.
Mr. Glickman spoke of the Union Pacific Trail Corridor. Union Pacific is asking full value for this
property and Mr. Glickman does not think that the Town should pay that amount. He also spoke of the
Housing Task Force convened by Supervisor Bell, and he mentioned that he had shared that report with
the Mayor and Vice -Mayor. He noted that the Emergency Preparedness Council will meet this
Thursday and he will be suggesting that the County undertake a full dress emergency drill.
MANAGER MATTERS (23.28)
Town Newsletter Redesign:
Ms Figone, Town Manager, noted that the Cat's Meow has served the Town well but it appears that
it is time to upgrade the look and content of the publication. A designer will lay out the format for an
11 x 17 product, including a masthead and new name. The results of this work will return to Council
for approval, with the goal to be in print by the spring. It will be primarily black & white with perhaps
one incorporated color.
Mr. Glickman asked about using a four color glossy format instead of a newsprint appearance.
Mr. Pirzynski would prefer the color format also but would like a quarterly.
Mr. Blanton questioned the increased cost with four color glossy but is willing to compare the two
products.
Mrs. Decker would prefer quarterly coverage using the black & white format rather than the color
glossy only two times a year.
Economic Development, Retention and Marketing:
Ms Figone reported on economic development. She spoke of the budget approved position addressing
Redevelopment, Housing and Economic Development activities. She spoke of setting this subject on
agenda for full discussion by Council in November.
ADJOURNMENT
Motion by Mr. Attaway, seconded by Mrs. Decker, to adjourn this evening's meeting at 10:37 p.m.
Carried unanimously.
ATTEST:
Marian V. Cosgrove
Town Clerk
TC:D 13:MM 100101
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