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2010120612 - Approve arts plan for implementation January 2010-June 2013�pW N 0 i ° 5 COUNCIL AGENDA REPORT OS Ohl DATE: NOVEMBER 16, 2010 TO: MAYOR AND TOWN COUNCIL MEETING DATE: 12 /6/10 ITEM NO: f. C)-- FROM: GREG LARSON, TOWN MANAGER SUBJECT: APPROVE ARTS PLAN FOR IMPLEMENTATION JANUARY 2010 THROUGH JUNE 2013. RECOMMENDATION Approve the attached Arts Plan for implementation January 2010 through June 2013 BACKGROUND The Arts and Culture Commission was centrally focused on Music in the Park for the past several years. With the transfer of this program to the non - profit, Los Gatos Music and Arts in December of 2009, the Commission identified the need to create a long term Arts Plan. The Commission diligently worked over the past year to create such an Arts Plan for the Town. The Plan focuses on a 2010 -2013 Goal from the Town's Core Values and Services plan of, "restructuring community arts and culture programs and services to meet community priorities and needs." The Commission participated in retreats facilitated by Shawn Spano at the Adult Recreation Center on April 15 and April 19, 2010. During these retreats, the Commission thoughtfully developed four focus areas for .an Arts Plan including, Long Term Mission and Visions Statement, Public Art, Funding and Communication. The following three objectives were set forth to develop plans for each of the focus areas: best practice research, plan development, and clarification of next steps, These objectives were achieved over the next several months by ad -hoc subcommittee meetings and recommendations, along with Commission collaboration. DTgCl JSSTON: Subcommittees were formed to develop plans for each of the four focus areas. Through these subcommittees and with the direction of the Arts and Culture Commission, a description, implementation plan, funding strategy and timeline was developed for each of the focus areas. PREPARED BY : Regina A. Falkner � 01� Community S ervices i c fo y S v s D re r Reviewed by: ��Assistant Town Managek�Town Attorney Cleric Administrator <Fl nance 'Community Development PAGE 2 MAYOR AND TOWN COUNCIL SUBJECT: ARTS PLAN NOVEMBER 16, 2010 Below is an overview of the Arts Plan including the four focus areas, descriptions, recommendations for implementation, and background and fiscal information as it applies. More specific information is included in Attachment 2. 1. Long Term Vision & Mission Statement Goal: Create a long -term vision for the arts in Los Gatos and defined role for the Commission. The following were developed and approved by the Commission. Long Term Vision: A vibrant, collaborative and creative Los Gatos where the amts are a defining feature of our identity and unique character. Commission Mission Statement: Advocates for artistic expression that enriches the Los Gatos experience. 2. Public Art Goal: Increase the number of public art displays. A. Forbes Mill Footbridge Revitalization Project Goal: This project focuses on revitalizing the Forbes Mill Footbridge Mural while keeping the original purpose of incorporating art from youth in our community based on the theme, Capturing Life in Los Gatos. Background`. The Forbes Mill Footbridge Mural is made of 156 panels, painted by the youth of this community, with art reflecting the history and character of Los Gatos. The original Mural Committee was formed in 1994 and was comprised of Town Staff, Town Commission members, Los Gatos service group members, and local artists. The Committee completed the Forbes Mill Footbridge Youth Mural Project with a $9,000 budget, approved color palette and a local artist committed to providing upkeep of the murals including graffiti cleanup and retouching of the defaced art. Painting for this phase of the project began in 1996 and was completed by 1998. By 2002, several of the painted panels were in need of repair due to vandalization, chipping and cracking. Another community group comprised of artists, community members and students completed 10 new panels and refurbished some of the damaged ones. In 2004, the Museums of Los Gatos received a grant from the Town of Los Gatos Arts Commission to complete some of the unpainted panels and refurbish the mural. A local artist assisted with the refurbishing and graffiti cleanup on the existing panels while guiding the completion of 12 of the unfinished panels in the summer of 2005. The next year, the remaining panels and walls leading up to the bridge were completed with the assistance of the same local artist and a local Girl Scout troop. The bridge was then treated with its last coat of anti - graffiti paint. PAGE 3 MAYOR AND TOWN COUNCIL SUBJECT: ARTS PLAN NOVEMBER 16, 2010 Since then, the bridge has been sporadically maintained by local community service groups and other volunteers. In 2007, a member of the Los Gatos Morning Rotary (LGMR) approached the Town on behalf of the LGMR to show interest in "adopting" the bridge as defined by providing cleanup maintenance and repairing and repainting panels. Since this time, the group has cleaned the bridge on several occasions. Through the development of the attached Arts Plan, the ACC has identified the Forbes Mill Footbridge as a project they would like to include in their work, plan. A subcommittee was formed to research options, and has provided this recommendation for revitalizing the project with new artwork created by Los Gatos youth. Implementation Plan: Several panels have reached a state of defacement and damage beyond repair, resulting in the Commission to discuss the probable need to replace some of these panels with new installations of public art. Thus, the Commission recommends the revitalization of this mural while keeping the original purpose of incorporating art from youth in our community. With the theme of Capturing Life in Los Gatos, the art will be completed in conjunction with an art instruction class held through the Los Gatos Saratoga Recreation Department's (LGS) summer camp series. Completed art will be digitally transferred to a panel then affixed to the bridge. It is anticipated that 30 panels will be completed annually. Prior to the start of this revitalization project, staff will attempt to notify all past participants of the new project. Funding: It is estimated that the cost to install art would not exceed $200 per panel, for a total of $6,000 per installment. This cost would be covered in part by the materials fee associated with the art instruction class through LGS and funds currently allocated for public art. The bridge currently needs to have a coat of paint applied to the borders and edges of each panel, and panels being replaced would be treated with the same color just prior to new artwork being affixed. It is recommended that this fiscal impact be incorporated into the Town's 2011 -2012 budget, within the Parks and Public Works Department, as. the bridge requires this maintenance independent of the mural project. Alternative funding sources would be required for this project to continue on an annual basis. B. Banner Program Goal: The public art banner program focuses on enriching Downtown Los Gatos by incorporating public art into the existing banner program. Background: The current banner program consists of a standard banner with alternating text on streetlight poles throughout Downtown Los Gatos and on Los Gatos Blvd. The intent of this program is to market the Town to community members and visitors. The banners are currently displayed year round. Best practice research of another local city with a public art banner program has shown this model to be successful. Implementation Plan: Local artists will be invited to submit designs in print ready format that reflect the History and Arts of Los Gatos, or the Flora and Fauna of Los PAGE 4 MAYOR AND TOWN COUNCIL SUBJECT: ARTS PLAN NOVEMBER 16, 2010 Gatos. A selection committee including ACC Members and Staff will choose from 5 -8 banners for display on existing banner poles along the perimeter of Plaza Park, along Main Street, Montebello Way and Broadway. Selected designs will be digitally printed on the banners and include a uniform title bar that is similar to the one currently used on existing Downtown banners to provide cohesiveness. The banners will be on display for a 4 -6 month period with new banners added to the rotation bi- annually. This project will be evaluated after a year. Funding: Banners are estimated at $600 per banner. This budget includes materials, digital image printing, installation hardware, labor to install /de- install the banners on existing banner poles, and artist honorarium. The total for five to eight banners would range from $3,000 to $4,800 depending on number of selected banners. It. is recommended that funds currently allocated for Public Art be used to fund this banner program for the first year and alternative funding would need to be explored for this program to continue bi- annually. C. Public Art Displays Goal: Increase the number of public art displays by installing one to two pieces of public art every two years. Background: Staff will develop an inventory of possible installation locations focusing on the Civic Center. Any artwork loaned or gifted to the Town as public art would be subject to the acceptance and approval process set forth by the Town Council adopted Public Art Policy. Implementation: Upon determining an appropriate and approved location for public art, a Call for Artists would be placed with specific requirements for artwork that fits predetermined criteria. Funding: The cost to install public artwork is not immediately known as it is dependent upon installation requirements, location and maintenance. Prior to placing the Call for Artists, a budget and funding source would need to be identified. D. Art in the Council Chambers, Sister City Exchange Goal: Incorporate art from one of the Town's Sister Cities into the Art in the Council Chambers schedule'. Background: The Town's Art in the Council Chambers Program (AICC) display six public art shows annually in the Town's Council Chambers. Typically the shows consist of artwork created by local artists in various mediums. Implementation: The AICC Curator will coordinate with an identified sister city to have one installment of Art in the Council Chambers be a collection of pieces from the city. PAGE 5 MAYOR AND TOWN COUNCIL SUBJECT: ARTS PLAN NOVEMBER 16, 2010 Funding: There are currently funds to provide advertisement postcards for each AICC show, and staff provides assistance with labeling artwork and preparing supplies. Additional funds would be needed to cover shipping costs of the artwork. It is anticipated that project costs can be absorbed within existing Community Services Department budget. 3. Funding Goal: Develop funds for the arts including long term funding strategies to develop sustainable options to fund programs on an ongoing basis. Implementation: The Commission will investigate how other municipalities fund art projects to determine best practices. Then, these findings will be used to evaluate project implementation in the Town. 4. Communication Goal: Develop communication strategies for the arts. Implementation: Investigate and prioritize marketing tactics for approved projects and programs. Actions around specific communication will be discussed and explored pending Town Council approval of this plan. CONCLUSION The long term Arts Plan, described above, has been thoughtfully developed by the Arts and Culture Commission through a retreat process, best practice research, subcommittee meetings and Commission collaboration, and it is recommended that the Arts Plan be approved by Town Council. ENVIRONMENTAL ASSESSMENT The recommended action is not a project defined under CEQA, and no further action is required. FISCAL IMPACT Approximately $9,800 is currently allocated to public art and was previously earmarked for a gateway project. These funds would not require an account transfer and would be retargeted for the projects outlined in the Arts Plan. The funds currently exist in and would be expended from account 6999 - 68711. It is likely that this amount would fulfill one year of programming, along with money allocated from the 2011 -2012 budget for Art in the Council Chamber and Forbes Mill Footbridge maintenance that would be necessary independent of the Arts Plan. Alternative sources of long term funding would need to be explored and secured to continuously offer the outlined public art projects and programs. PAGE 6 MAYOR AND TOWN COUNCIL SUBJECT: ARTS PLAN NOVEMBER 16, 2010 Exhibits: 1. Arts Plan Overview 2. Detail for Public Art Projects Distribution: Arts and Culture Commission ARTS PLAN EXHIBIT 1 Increase the number of public art displays Forbes Mill Footbridge Revitalization Project Continuous summer Revitalize this piece of public art while keeping the original purpose project beginning 2011 of incorporating art from youth in our community based on the theme, Capturing Life in Los Gatos. Banner Program Bi- annual program Enrich Downtown Los Gatos by incorporating public art into the beginning 2011/2012 existing banner program.. Public Art Displays Bi- annual program Increase the number of public art displays by installing one to two beginning 2012/2013 pieces of public art every two years. Art in the Council Chambers, Sister City Exchange Incorporated in the Coordinate with an identified sister city to have one installment of AICC schedule by Art in the Council Chambers be a collection of pieces from the city. 2012/2013 Develop communication strategies for the arts. Actions around specific communication will be Investigate and prioritize marketing tactics for approved projects and discussed and explored programs. pending Town Council approval of this plan. N:\CSD\ARTkARTs COMMISSIONURTS PLAN OvERviEw, ATTACHMENT 1.DOCX Exhibit 2 DETAIL FOR PUBLIC ART PROJECTS Of the four focus areas included in the Arts and Culture Commission's Arts Plan, the Public Art section focuses on increasing the number of public art displays through four specific projects. The following description serves as general direction for the projects, with the understanding that the details may change as the projects are further developed and implemented. I. Forbes Mill Footbridge Revitalization Project i. Goal Recondition and revitalize the Forbes Mill Footbridge Mural by replacing existing art with new art created by current youth from the Los Gatos community within the theme of Capturing Life in Los Gatos. ii. Background The Forbes Mill Footbridge Mural is made of 156 panels, painted by the youth of Los Gatos, with art reflecting the history and character of the Town. The project originated in 1994 and was completed in stages, with the final stage reaching completion in 2006. At this time, several panels have reached a state of disrepair, thus the Arts and Culture Commission's Forbes Mill Footbridge Sub - Committee is recommending the following project as a way to revitalize this piece of public art while keeping the original purpose of incorporating art from youth in our community at the forefront. iii. Guidelines 1. Youth from the Los Gatos Community, in second to fifth grade would be invited on a come first served basis to sign up for a summer art workshop through Los Gatos - Saratoga Recreation Department. The goal of the workshop would be for the youth to receive professional guidance and coaching on techniques used in art, and to create a two- dimensional piece of artwork to be displayed on the Footbridge. 2. Art will reflect the theme, Capturing Life in Los Gatos, with images depicting subject matter such as history, flora and fauna, architecture and the arts of Los Gatos. 3. Youth may create more than one piece of artwork, though only one piece from each youth will be selected for display. 4. Selection decisions on the art will be made by a selection committee comprised of Arts and Culture Commissioners. 5. The completed artwork would then be transferred to a digital image that would be produced on a two by three foot panel and affixed to the Footbridge. Panels may be displayed vertically or horizontally on the bridge. 6. The exact criteria and guidelines for artwork are yet to be determined. Medium and artistic technique could vary each summer as new panel installations take place. 7. Artwork may not display any sort of sponsorship, endorsement or advertisement for a local business or private venture of any kind. 8. No more than thirty panels would be replaced at any one time. Though the summer sessions may take place in multiple sessions, all thirty pieces of artwork would be installed at one time. 9. Panels in a state of disrepair would be replaced first, with placement consideration given so that the new panels are dispersed sporadically and not in one cluster. DETAIL FOR PUBLIC ART PROJECTS NOVEMBER 4, 2010 PAGE 2 10. An explanation of the revitalization project would be incorporated into the design of the bridge and would likely be displayed on the walls at either /both ends of the bridge. 11. The Town has been previously approached by members of the Los Gatos Morning Rotary to clean and maintain the bridge. Should the group choose to extend this agreement and continue maintenance, a plaque or message acknowledging their contribution could also appear on the fore mentioned walls. 12. All youth and their guardians will be asked to agree to terms set forth by the Town that are yet to be determined. Such terms would include: duration of display /life expectancy of approximately five years, procedures to be followed should the piece be damaged or weathered beyond repair, Artist's rights, Town rights, and retirement /decommissioning. Once artwork is removed from the bridge, the panel would be offered to its artist. iv. Preparation for the Revitalization Project 1. Town staff will attempt to contact the artists whose artwork is currently displayed on the bridge and inform them of the revitalization project. 2. An event will be held at the amphitheater near the Footbridge to celebrate the current artwork and introduce the revitalization project to the community. Invitees will include: past artists, local art groups, and the greater Los Gatos community. 3. Local advertising will be used to inform the community of the revitalization project, schedule for youth to participate in upcoming art camps for the bridge and the fore mentioned celebration event. v. Fiscal Impact 1. A "materials fee" of $75 -$100 will be assigned to each LGS Recreation camp participant to cover the cost of the teacher, class materials and partial panel materials 2. The cost of the materials for each panel, including the panel itself, W /graffiti coating, and hardware to secure it to the bridge would not exceed $200, for a total of $6,000 per installment session. This cost could be offset by the "materials fee" attached to the LGS Recreation art camp. 3. Each panel being replaced, and the borders of all of the panels would need to be initially repainted one solid color, and each remaining panels would need to be similarly painted prior to new art panel installation. It is suggested that this cost be included in the Town's annual budget, as a maintenance cost for the bridge as this upkeep would be necessary, independent of the proposed project. II. Public Art Banner Program i. Goal Enrich the atmosphere of Downtown Los Gatos by incorporating public art created by local artists into the Town's existing banner program. ii. Artists 1. Qualified artists will be sought through a Call for Artists process. DETAIL FOR PUBLIC ART PROJECTS NOVEMBER 4, 2010 PAGE 3 2. To qualify, an artist must be a Los Gatos Resident, defined by those with a Los Gatos address including county residents, and at least sixteen years of age. iii. Guidelines for Art 1. Subject matter for the submitted art must fit the approved theme. Themes in consideration are: The History and Arts of Los Gatos, and The Flora and Fauna of Los Gatos. 2. Artists may submit up to four entries. 3. All art must be submitted digitally, in a print ready format including final colors and proportionately sized to fit the final scale. iv. Banners 1. Banners are exactly 30 x 60. The image must be smaller, to accommodate space for standardized "Los Gatos" title bar which will appear on each final banner. The dimensions are yet to be determined. 2. A diagram of the banners will be provided in the Call for Artists information packet and will include the layout of the "Los Gatos" title bar. 3. Final banners will be double sided, with the same image appearing on both sides. 4. Banners will be digitally created by a 3rd party vendor using the print ready files submitted by the artists during the selection process. v. Art Selection 1. A selection committee will meet to select five to ten banners. 2. The committee reserves the right to postpone the project should the entries not meet the committee's expectations. 3. The committee will review the submissions and make selections based on the above outlined guidelines. 4. The committee will be comprised of Arts and Culture Commissioners, community members, business and arts organizations, and staff. 5. The selection committee will be made up of no more than a total of nine members. vi. Locations Selected banners will be displayed in and around Plaza Park, on the corner of Main Street and N. Santa Cruz Avenue, on poles currently equipped for hanging banners. vii. Fiscal Impact Banners are estimated at $600 per banner including: banner materials, digital image printing, installation hardware, labor to install/de- install the banners on existing banner poles, and artist honorarium. The total costs for five to ten banners would range from $3,000 to $6,000 depending on number of selected banners DETAIL FOR PUBLIC ART PROJECTS NOVEMBER 4, 2010 PAGE 4 III. Public Art Displays i. Goal Increase the number of public art displays by installing one to two pieces of public art every two years. ii. Guidelines As a part of the expansion plan, staff will develop a list of approved Public Art locations. Upon choosing approved art locations, there would then be a Call for Artists with specific requirements for an appropriate piece for the approved location(s). Art would be selected in accordance with the Town's Public Art Selection Policy. IV. Art in the Council Chambers Sister City Program i. Goal Coordinate one Art in the Council Chambers show to include art from a Sister City ii. Guidelines The AICC curator is exploring options for this program. It will likely include one installation of art in an AICC show created by artists from a sister city to the Town. N: \CSD\ART\Arts Commission \TCR Arts Plan Doemnents\Detail for Public Art Projects, Attacbment2.doex