10 Staff Report - Draft Music in the Park GuidelinesDATE:
COUNCIL AGENDA REPORT
OCTOBER 24,2008
MEETING DATE:11/3/08
ITEM NO:J 0
TO:
FROM:
SUBJECT:
MAYOR AND TOWN COUNCIL
GREG LARSON,TOWN MANAGER ~~
ADOPT A RESOLUTION ADOPTING THE DRAFT MUSIC IN THE PARK
GUIDELINES AND RESCINDING RESOLUTION 2003-138.
RECOMMENDATION:
That the Council Adopt a Resolution Adopting the Draft Music in the Park Guidelines and
Rescinding Resolution 2003-138.(Attachment 1).
BACKGROUND:
After a successful 20th anniversary concert series,the Arts COlmnission held a facilitated debrief
on September 17th.(Debrief notes attached,Exhibit B.)As follow-up to that discussion,the
Commission reviewed the Council adopted MIP Guidelines at its October 8 meeting.Staff
prepared revised Guidelines based largely on the September and October discussions.TIle
Commission voted to approve the revised Guidelines at a special meeting held October 28.The
amended Guidelines are presented in this report for Council's consideration.
An ovelTiding objective considered in drafting the revisions is the need and desire to develop a
sustainable,on-going,program given available community support,volunteer capacity,and staff
resources.
The MIP Program has increased dramatically in cost and impact over the last few years.As
shown in the Budget Summary (Exhibit D)the revenues collectcd have increased from $30,809
in 2002 to $59,497 in 2008.The expenses have increased from $29,861 to $52,033 dming the
same period with expenses for bands and music increasing from $17,812 to $33,665.To suppOli
these expenses,the number of sponsorships required has increased from 21 to 40.
PREPARED BY:~..
Regina A.Fa
Community Ser Director,
N:\CSO\TCRPTS\200 TCRPTS\MIP Guidelines Re ortdoc
Reviewed by:.~:S Assistant Town Manager -M'=-Town Attomey
__Clerk Administrator ~inance __ommunity Development
PAGE 2
MAYOR AND TOWN COUNCIL
SUBJECT:ADOPT MUSIC IN THE PARK GUIDELINES
OCTOBER 24,2008
The increased costs and related fundraising have had a significant impact on the volunteer
commissioners as well as on staff which manages all the contracts and completes project
accounting.Staff has also assumed all tasks related to the July 4th symphony concert,which had
previously been coordinated by AC members.The drafted Guidelines assume that the Town's
volunteer commission and staff resources applied to this event are limited.
DISCUSSION:
The proposed changes to the MIP Guidelines are discussed below.
Purpose:
Signature Event:The purpose is amended to reflect the Commission's intention to expand MIP's
role as a signature Arts event.In other words,MIP is the Commission's primary service to the
community and the intention is to use the series to leverage other artistic projects and events in
Los Gatos.For example,other arts organizations such as the Los Gatos Museum could be
highlighted through announcements and distribution of marketing materials.
Event Location and Size:The Commission agreed that the Civic Center Lawn is the ideal
location for the concert series and would like to see the event remain at this site.As the event
has grown,so has concern that the series may outgrow the site.Although larger crowds have
been accommodated by imposing restrictions to disallow blankets,other measures may need to
be taken to limit attendance..
Community Event:The Commission proposes that the event purpose be focused on attracting
Los Gatos residents and families.As a result,the amended purpose highlights the social and
community aspects of the concert series.Focus is shifted away from the diversity of artistic
styles.Because exposure to a variety of arts and cultures remains important to the Commission,
it suggests that excess revenues be used to augment the Town's Community Grant program,
including grants to groups offering a culturally diverse artistic expressions.
Project Funding
Community Grant Augmentation:As mentioned above,the Commission proposes to continue to
solicit sponsorships for MIP.Additionally it proposes that excess revenues be used to augment
the existing Community Grant Program to allow for funding of a diverse array of artistic
programs.It is recommended that such a program be tested as a pilot project.
Budget Limits:As stated above,the MIP budget has grown annually from 2002 to 2008 and
there has been a correlating increase in the audience.It was the Commission's intention,as it
entered the 2008 concert series,that the budget would be greater than previous years in order to
allow for a grand 20th auniversary celebration.Capping the 2009 and future budgets to a modest
increase over the 2007 budget is recommended to manage the following:
PAGE 3
MAYOR AND TOWN COUNCIL
SUBJECT:ADOPT MUSIC IN THE PARK GUIDELINES
OCTOBER 24,2008
•event growth so that it can continue to be held at the Civic Center Lawn;
•impact on the volunteers who raise money for the concert selies;and,
•impact on staff resources.
On the revenue side,it is recOlmnended that the number of sponsorships also be limited to 2007
levels.The number of upper level sponsorships has increased from 21 in 2002 to 40 in 2008.
Any increase in the number of sponsorships not only impacts the volunteer workload,but also
impacts staff which is required to track all of the sponsorships for budget and acknowledgement
purposes.Furthennore,a benefit of sponsorship is use of a tent at an MIP concert.With the
increase in audience size,it would be difficult to find space for more tents.
CONCLUSION:
It is recommended that the Council consider the attached MIP Guideline revisions.The roles and
responsibilities of the Arts Commission and Town Staff will be outlined in intemal policies.It is
anticipated that there will be further clmification of cOlmnission and staff roles after the Council
reviews Council Policy Committee recommendations.
ENVIRONMENTAL ASSESSMENT:
The recommended action is not a project dcfined under CEQA,and no fmiher action is required.
FISCAL IMP ACT:
Costs for the MIP progrmn are included in the COlmnunity Services Department 2008/09
Operating Budget.
Attachments:
1.Draft Resolution
2.Debrief Notes
3.MIP Budget Summary
Distribution:
Alis Conunissioners
Attaclunent 1
RESOLUTION 2008-
RESOLUTION OF THE TOWN COUNCIL OF THE TOWN OF LOS GATOS
ADOPTING REVISED MUSIC IN THE PARK GUIDELINES AND RESCINDING
RESOLUTION 2003-138
WHEREAS,the Town of Los Gatos Community Services Deprntment and Arts
Commission coordinate the production of an almual Music in the Park (fonnerly Music in the
Plaza)concert series;and
WHEREAS,the Town Council adopted Resolution 2003-138,"Resolution of the
Town Council of the Town of Los Gatos Adopting Music in the Plaza Guidelines,"at its
December 3,2003,meeting;and
WHEREAS,the purpose of said Guidelines are to definte the program purpose,
funding,and general responsibilities;and
WHEREAS,the Music in the Park Guidelines have been revised and revised for
adoption by Council.
NOW,THEREFORE,BE IT RESOLVED THAT that the Town Council of
the Town of Los Gatos (1)repeals Resolution 2003-138;and (2)adopts the revised Town of Los
Gatos Music in the Park Guidelines attached as Exhibit A.
PASSED AND ADOPTED at a regular meeting of the Town Council of the
Town of Los Gatos,California,held on the 3rd day of November,2008,by the following vote.
csd08:A:\resos\cs060500.ROO
COUNCIL MEMBERS:
AYES:
NAYS:
ABSENT:
ABSTAIN:
SIGNED:lsi Mayor Barbara Spector
MAYOR OF THE TOWN OF LOS GATOS
LOS GATOS,CALIFORNIA
ATTEST:lsi Jackie D.Rose
CLERK ADMINISTRATOR OF THE TOWN OF LOS GATOS
LOS GATOS,CALIFORNIA
2
Exhibit A
DRAFT
TOWN OF LOS GATOS
MUSIC IN THE PARK GUIDELINES
A.Purpose
These guidelines identify the responsibilities of the Town of Los Gatos Community
Services Department and the Town of Los Gatos Arts COlmnission in producing the
Music in the Park (MIP)summer concert series.MIP is a Town ofLos Gatos Arts project.
Together,the Community Services Department and Alis Commission shall strive to plan
and produce lJ!He-no more than twelve concerts per season which:
•Provide a celmnen social and eultural experience through music for Los Gatos
families and ethef community members;
•E)[hibit a variety ef styles and a diversity ef eultural eIigins that may include
eestume and danee.
e Serve as a signature series to leverage and support the Arts in Los Gatos;
•Meet the Deliver the highest quality musical atiistie standat'ds experience possible
at the Los Gatos Civic Center lawn;
Thesc guidelines shall serve as a intemal guide to managing MIP,atld may be amended
frem time te time by the Arts Cemrnissien as '.varranted.Any contemplated changes to
the guidelines that might touch on Town budget or other policy issues shall be brought to
the Town Council for its review.
B.Project Funding
1.MIP is traditiena1ly funded by e81ili_ity eentri13utiens raised by The Tewn ef Les
Gates Alis Commission and ffihN-designated volunteers shall raisefimds sufficient to
cover non-staf/costs.Contributions made to MIP-the Arts are deposited to the Town's
General Fund and are accounted/or separately.Funds raised by the Alis Commission
for each M1P conceli series must be on deposit with the Town on or beforc May~.I.
2.The COlmnunity Services Depmiment shall annually recommend a all allllUal project
budget sufficient to covcr the cost of all MIP expenses to be incuncd in the next fiscal
year.Project expenses shall be based on prior year's expenses.plus a modest annual
CPI inflation adjustment.The number o.fsponsorships shall be limited to 40.
3.The Town is responsible for executing all project related agreements including but not
limited to performers,sound technicians,printers,graphic artists and advertising.
Commissioners should fOlward all documents requiring signatures to Town staff/or
processing.
4.TIle Cemillullity 1>enQees Depaliment shall previde apprepriate sen'iees listed herein
as "Town Resflonsi13ilities,"inelading those relating to a sfleeial laly 4'"coneOlt if sach
a eoneSlt is fllanned.
4.Ailer the concert series has been completed and all expenses have been paid,stqff
will finalize the project budget and calculate the program balance.A portion ofany
positive program balance may be designated as "excess revenue"and recommended
to Councilfor inclusion in the Town's Community Grant Program for granting to the
arts agencies/projects serving Los Gatos residents.
5.The Town of Los Gatos ACltS Cornffiission shall raise funds fur MIP from Businesses,
residents,granting ageneies,and flrovide all aflflroflriate serviees listed herein as "/dtS
Commission"resflonsil3iIities,ineluding those relating to a sfleeial July 4'"eonemt if
SUell a eoneBlt is fllanned.
C.Town of Los Gatos Staff Responsibilities
The Town of Los Gatos (Commllrtity gmyiees DBflartment gtaff)shall flrovide the
fuIlowing serviees in eoordinating the flrodaetion of Masie in the Park:
Los Gatos ster/fshall provide the following services in coordinating the production of
Music in the Parle
1.Provide use ofCivic Center Parkfor summer coneert series.
2.Coordinate all internal communications with other Town Staffand Council.
3.Prepare and execute all contracts.
4.Prqvide fiscal accounting and management.
5.Coordinate the production ofall advertising materials.
1.GENERAL
a.Provide use of Civie Center Park fur eonemts to be held from 5:00 fl.m.to 7:00
fl·m.fur a maximum oftwelve (12)gunday eoneerts,held from J1flle throagh
Augast.One of the twelve eoneelts may Be held at Los Gatos High gel:ool.
ConeOits schedaled fur a diffurmrt time frame or loeation must be aflflroved by the
Arts Commission and Commllflity gerviees Direetor.
13.Provide use of Town stage and Ufl to thirty (30)chairs,and fuur (4)Sill fuot tables
fur each eonemt.
e.Provide ase of Los Gatos l>leigh13orBood Centm"fur restroom aeeess.
d.Community gerviees \ViII eo ordinate the fuIloy/ing serviees with otIlm'Tovm
dBflartmelrts and monitor tile fees assoeiated wi til each serviee:
•TransflOltation of stage,Bosflitality tents,tables,and chairs to and fi"8lll each
eoneOlt
•Assmooly and disassmooly of stage
•Provide eleetrieal aeeess By 3 :00 PM fur flerfu_ers and sOllnd technieian
•Park olean UjJ after each oonOeIt
•Restroom maintenanoe and monitoring ofthe Los Gatos ]>leighborhood
CenteI'
e.Create time table fur aooon~lishing MIP funotions;distribute to ,'uts COlmnission
fur iljlproval.
f.Create and maintain Commissioner/Ceunoil Member Coneelt Sign Up Sheet.
g.Pr0j3are sohedule ofperfuf1llers (011013 detennined by AltS Commission).
h.Worle with Arts Commission to use volunteers V,qlere praotioal in the production
of ]VIIP;ensure that all iljlpropriate volunteer enrolhneHt reEiuireIlloots are met.
1.Maintail1 MIP i'eoords,files and related oonespondoooe;maintain MIP Prooedures
Manual.
J.Revie'l:SUlye;I'feedbaok funns and prepare summary fur AltS Commission as
iljlpropriate.
k.Pr0j3are weekly MIP sUjJplies fur Friday piekUjJ;sUjJply bOll ineludes payment fur
pel'funners and SOlHld teehnieian,MIP programs,donation bOll,eommunityevent
infunnation and flyers,and miscellaneous MIP SUjJplies
2.INTER~AL COMMUNICATIONS
a.Notify Town Counoil,Chamber ofCommeree,and Town staffofMIP conceit
schedale.
b.Providc S0U11d technician with final }AlP schedllie with names/phone numbers of
bands so he/she may cOOl'dinate sound reEiuirements 'Nith musicians.
c \'hite and pr0j3are Commendations presented by Town C01mcil to Maj or
Sponsors;establish date fur Co,Hlcil preseHtations;notify Major
Sponsors of presentation date;reE\Uest Arts Connnissioners attend
presentation.
d.Maintail1 roster of Major Sponsors.
e.Draft "thank YOll"lettel's to Major Sponsors fur Arts Commission iljlproval and
maih
3.CONTY.CTS,INSUR,\NCE,BUSINESS LICENSE
a Prepare and e)[eente Letters of AgreelllelR with perfurmers,sound :eelnlieian and
other vendors;monitor relm'n of signed Agreements and related doeumel1ts
(Release of Liability,Assumption of Risk and illdelnnity f,gremnent;Applieation
fur Business Lieensej.
b.Coordinate agreemmR and paymeHt to l\meriean Sooiety of Composers,f,uthors
and Publishcrs (f,SCAP),as reEiuired.
e.Pr0j3are and e)[eente all oilier project related agreeHlelRs.
4.FISCAL Mf.NAGEMENT
a.Reeeive donations and invoiees for MIP at the following adaress:}'fusie in the
Park,e!o Town of Los Gatos,PO Box 949,Los Gatos,Cl\95031.
b.Prepare and monitor anmrel MIP budget.
e.Prejlare jleriodie revenue and eJljlense r6jlorts.
a.Coordinate aistribution ofjlayments to jlerfonners,souna tee1mieian,and other
vendors.
e.Invoiee Sjlonsors using MIP Pleage Fonns submitted by the fclis Commission.
f.Prepare invoiee request for B1tilding Attenaant's time for the monitoring of the
Los Gatos Neighborhood Center.
S.l\DVERTISING &PROMOTION
a.In eo ordination 'Nith the Atis Commission,develojl a marketing strategy whieh
eonsiaers the ase ofjlosters,jlrograms,weS llj3dates,jlaid aav61iising,ana other
jlfOmotional efforts.
b.Coordinate jlfOauetion of jlromotionalmateriaIs.This ineludes obtaining bias,
jlrepaling alld eJl6euting agreements,and jlroeessing jlurehase orders.
e.Proof read ana edit all jlrogralllmaterials with Atis Com11lission.
d.Ujldate Town website to include MIP sehedwe alld listing of ail Majot Sponsors.
e.Mail prob'flllllS to the Major Sponsors that the fclis Commission eould not
eontaet.
D.Town of Los Gatos Arts Commission Responsibilities
The Arts COlmnission or its sub eomrnittee shall provide the following services
contingent upon sufficient funding to cover concert expenses as des61ibed above.
1.Solicit sponsorships.
2.Select performers within Guideline specifications.
3.Assist with distributing advertising materials.
4.Coordinate logistics at each MIP concert.
1.GENERAL
a.11l1jlISfn61ll ajljlrojlriate fallElraising strategies in e011ljlliallee with Town Polieies
alld Proeeaures to ensure that MIP is fully Rmaed.
b.Draft grant ajljllieation fol'staff review alld ajljlrovaI.
e.Coordinate merehandise fundraising sales at MIP ]3erformanees as a]3jlrojlriate.
Proeeeds £i'om sales shall be sjleei£ieally designated to sllj3jlort MIP.
d.Soomit MIP Pledge Form for all sjlonsors to the Community Serviees
D6jlaliment for invoking ana treelling.
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Page 4
e.f.ssist in obtaimng senates materials aHEI serviees.
f.Complete "Commissioner Sign Up Sheet"ane submit to tbe Community Senqoes
Department fer aistribution.
g.f<]3fJoint Leaa Commissioner fer each concert;Leaa Commissioner is responsible
fer oonoert logisties,inelueing:
•piok up MIP bOlles at Neighberhooa Center tbe Friaay befere
•aistribute ehecks to perfenners ana souna technioian
•assist with setup ana tear aown of hospitality tents,tables ana ehairs
•setup MIP spaee within hospitality tent
•emeee MIP eonoffiis;introauee perfermers ana atteneing Couneil
Mern1Jers;ana tbank attenaing Major Sponsors
•monitor ooneer(attenElanee ana r6J381i weekly attendanee estimates to staff
•return MIP bOlles ana any eonations reeeivea te Neighborhooa Centffi'
2.CALL FOR ENTRIES
a.Determine ana publish "Call fer Entry"seheElule as neeaee;meeive ana re,qev,'
apfJlieations ana promotional packets as neeaee.
b.Seleet musieians/perfermers.
e.Follow ~iJ3 with all applioants regaraing bana seleetion.
d.Prepare scheeule of oono61is ana fJ61'fermers;proviae staff with sohedule and
Bane Werksl:eet fer eael1 fJerfeR1JN.
3.PROMOTION
a.In eooreination with staff,eevelop a marketing strategy whiell eonsiaers the use
of posters,programs,web upaates,advertising,and other promotional items.
b.Draft press releases fer distribution by staff.
e.Coordinate implffinOfltation of fi'ee aavertising in the Los Gatos Weekly Times as
appropriate (i.e.,Community Bulletin Board).
e.Distribute MIP fJosters ana programs to Maj or Sponsors and other loeal
bUsR,esses at least two weeks fJrier to tbe first eoneert;inform the Community
Sm'viees Department of tho so that were not delivffi'oe to.
8.Distribate programs ana feeE!baek feRm (as applioable)at MIP ooneffiis.
f.Prior to the first eoneert,pro,qao tbe Community S6f\qees Depaliment witb a
scheeule of reEJ:mree hosfJitality tents fer each eoneert.
4.USE OF VOLUNTEERS
a.Enlist the help ofvolBl11:eors where praotieal in tbo proeuetion ofMIP
eoneerts.
b.\¥ork with stafno ensme eompletion of all appropriate \'ol:n11:eer
e!lfollment ferms,i,e.,Town of Los Gatos Volmlteer Applieation;Release of
Liability;ana 'Norker's C81npensation Designation Ferm.
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Summary Notes
Arts Commission Meeting
September 17,2008
Attachment 2
Meeting Purpose and Objectives (stated in advance on the agenda)
•Purpose:To review the 2008 Music in the Park summer series and explore the
role of MIP within the Arts Commission and in relation to the Town of Los Gatos.
•Objective 1:Debrief the 2008 MIP summer series
•Objective 2:Discuss how MIP fits within the scope of the Commission
•Objective 3:Assess the relationship between MIP and the Town
•Objective 4:Plan for next facilitated Arts Commission meeting
Introduction Activity:What Commissioners Enjoy Most about MIP
•Creating community and giving back to the community
•Making people happy
•Providing a place for families to be together
•Expressions of appreciation from the community
Debrief 2008 MIP
•Strengths and successes
a Tribute band concept
a Turnout/crowds
a The community loved it
a Music quality
a Support from Town staff
a Garbage control and recycling
a Sponsorships
a The Cash biography
a The flexibility and responsiveness of the Arts Commissioners
a The dedication of the Arts Commissioners (in time and energy)
•Challenges and concerns
a Managing the size of the event.Arts Commissioners agree that MIP
should not grow beyond the 2008 attendance,which was large by
historical standards.
a Monitoring blankets/adapting to the new ordinance.Arts Commissioners
agree that they should not have to assume a police role in enforcing
ordinances,rules and policies.
a Marketing that targets Los Gatos residents exclusively.
a Sound quality/sound engineer.
MIP and the Arts Commission
•Goals of MIP
a To provide a rich experience for the community
a To achieve excellence in providing a quality product
o Target and attract Los Gatos residents
o Maintain the size at current levels,or less
•How MIP fits within the scope of the Arts Commission's work
o AC is known for M[P
o MIP expends most of its time and resources on MIP
•Ideas to expand the role of the Arts Commission
o Leverage MIP to create awareness of other Commission programs,Los
Gatos museums and other arts groups and programs in the Los Gatos
community.For example,use the tent at M[P to market other arts groups
and programs
o Engage in collaborative efforts with other art groups and programs
o Note:The goals,objectives and activities of the Arts Commission as
stipulated in the AC Master Plan include all "arts programs and projects,"
so expanding the role beyond MIP is expected.
Proposed Action Items
•
•
•
•
•
Consult with the Town Attorney to determine the extent to which,if at al[,the Arts
Commission can be involved in the selection of the sound engineer.As a starting
point,the Commission will need to review sound specifications and be clear on
the sound requirements that are needed.
•Work to streamline the MIP process.Begin by developing a written document
that describes all of the steps necessary to plan and implement M[P,including a
timeline with key dates.
Clarify with Council the MIP guideline that the concert series should "Exhibit a
variety of styles and diversity of cultural origins that may include costume and
dance."For example,does that mean diversity as it is reflected in Los Gatos?
Consider increasing the number of sponsorships and the dollar amount donated.
This is part of a larger effort to create a budget that will enable MIP to be
financially sustainable.
Post signs at concert events that are consistent and clear regarding rules and
policies (i.e.ordinance restricting blanket use).
Review the grant program with an eye toward infusing it with new ideas and
people.
MUSIC IN THE PARK BUDGET SUMMARY Attachment 3
Following is a summary ofMIP revenues from the 2002 to 2008 Conceli Series'
2002 2003 2004 2005 2006 2007 2008
Organizations/Businesses $25,850 $28,850 $24,700 $28,700 $36,250 $36,300 $47,250
Individuals $3,190 $5,717 $8,310 $3,485 $9,610 $11,550 $9,550
Number of Snonsorships (1)20+5 22+2 19 + 4 19 +2 32+26 35 +10 40 +18
Other (2)$1,770 $5,287 $2,442 $8,388 $5,116 $3,035 $2,697
Number of Concerts (3)12 + I 10 + I 8+2 8+2 9+2 9+2 10
Total Revenues:$30,810 $39,853 $35,452 $40,574 $50,976 $50,885 $59,497
Net Revenues:$948 $10,929 -$2,435 $1,423 $11,537 $9,377 $7,166
Reserve carry-over $28,370 $35,536
Following is a summary ofMIP expenses from the 2002 to 2008 Concert Series'
2002 2003 2004 2005 2006 2007 2008
Band/Sound $17,813 $18,418 $21,904 $24,907 $27,900 $30,900 $33,665
Marketing $6,116 $4,131 $8,166 $5,406 $4,706 $3,255 $5,844
Labor $4,646 $4,397 $4,762 $6,794 $4,185 $6,105 $6,325
Fees &Licenses $720 $1,038 $1,469 $1,328 $1,578 $528 $537
SupplieslMisc.$567 $939 $1,586 $717 $],071 $720 $5,960
Totals Expenses:$29,862 $28,924 $37,887 $39,151 $39,439 $41,508 $52,331
Unreimbursed Staff time $11,360 $9,]]4 $9,89]$12,279 $14,000' $16,000'
Total Expenses w/Staff time $40,284 $47,001 $49,042 $51,718 $55,508 $68,331
(1)Total number of gold and platinum level sponsorships plus silver sponsorships
(2)Grant award and merchandise sales
(3)Number of concerts plus July 4th
*Estimated figures
Sponsorship fee:2002 -$1,200
2005 -$1,250
2006 -$250 (silver sponsors added)
2007 -$1,500 (opening/closing added)
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