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1 - Arts PlanMEETING DATE: 10/3/11 ITEM NO: COUNCIL AGENDA REPORT DATE: September 20, 2011 TO: MAYOR AND TOWN COUNCIL FROM: GREG LARSON, TOWN MANAGER 'l SUBJECT: APPROVE IMPLEMENTATION OF THE ARTS PLAN AS RECOMMENDED BY THE ARTS AND CULTURE COMMISSION RECOMMENDATION: Approve implementation of the Arts Plan as recommended by the Arts and Culture Commission: • Authorize Staff to proceed with implementation of the Forbes Mill Footbridge Mural Revitalization Project ; and, • Authorize Staff to proceed with the Banner Program by issuing the attached Call to Artists. BACKGROUND: Attached is a report from the Arts and Culture Commission which provides an update on planning projects included in the Council approved Arts Plan. The plan includes four projects: • Forbes Mill Footbridge Revitalization Project • Banner Program • Public Art Displays • Art in the Council Chambers, Sister City Exchange The Plan was approved with the understanding that the Commission would return with more specific implementation actions after they were developed. This report presents detail on the Forbes Mill Footbridge Mural Revitalization Project and the Banner Program. DISCUSSION: Staff recommends that Council approve implementation of the Mural Project and the Banner Program. Summary information is provided below. PREPARED BY: Regin Deputy anoger Reviewed by: Assistant Town Manager(% Town Attorney F.nance N:\CSD\TCRPTS\201 I TCRPTS\Arts Plan Update.doc PAGE 2 MAYOR AND TOWN COUNCIL SUBJECT: APPROVE IMPLEMENTATION OF THE ARTS PLAN AS RECOMMENDED BY THE ARTS AND CULTURE COMMISSION SEPTEMBER 20, 2011 Forbes Mill Mural Revitalization Project The Arts Plan calls for the revitalization of the Forbes Mill Mural. The Commission recommends that interested children participate in art workshops conducted by LGS Recreation. Participation in the class will result in artwork that can be converted to digital images. These images will then be printed onto panels which will be installed on the bridge. The hope is that there are up to 30 participants per year. It will take at least 5 years for all of the images to be replaced. At Council's request, the Arts Commission considered ways to honor past participant's request to preserve particular panels. It recommends that identified panels be evaluated for replacement in the last round of implementation. If the pieces are well maintained, then they may not be replaced. If desired, they could be replaced with the same image made from the digital photograph currently on file with the Hooked on Los Gatos Project. Staff has reached three of the 4 families that have contacted the Town and they are in agreement with this alternative. Banner Program Council approval of the attached Call to Artists would allow the Downtown Banner Project, as described in the Arts Plan Detail, to proceed. The plan is to have the banners installed in the spring to coincide with a local promotional event such as the Wine Walk. CONCLUSION: Council approval of the recommended actions would allow staff to proceed with the Mural Project and Banner Program. ENVIRONMENTAL ASSESSMENT: The Arts Plan is not a project defined under CEQA, and no further action is required. FISCAL IMPACT: Funding for these projects is included in the FY 2011/12 Operating Budget. Attachments: 1. Memo from the Arts and Culture Commission 2. Arts Plan Overview 3. Art Plan Detail Distribution: Alice and Steve Lopes Lee Collins Dan Franks MEMORANDUM Date: September 15, 2011 To: Mayor and Town Council From: Arts and Culture Commission Subject: Arts Plan RECOMMENDATION: Authorize Staff to proceed with implementation of the Forbes Mill Footbridge Mural Revitalization Project as outlined below. Authorize Staff to proceed with the Banner Program by issuing the attached Call to Artists. BACKGROUND: Council approved an Arts Plan in December, 2010 which included four Public Art projects. • Forbes Mill Footbridge Revitalization Project • Banner Program • Public Art Displays • Art in the Council Chambers, Sister City Exchange The purpose of this report is to provide Council a status report regarding the Town's Arts Plan (attached) and obtain approval to proceed with the Forbes Mill Footbridge Mural and Banner Proj ects. DISCUSSION: Forbes Mill Footbridge Revitalization Project The Forbes Mill Footbridge Mural consists of 156 panels, painted by Los Gatos youth with art reflecting the history and character of the Town. The project was started in 1994 and was completed in stages with the final stage reaching completion in 2006. The poor condition of several panel pieces prompted the ACC to develop a plan to revitalize the project. This plan was presented to Council last December as part of the Arts Plan. As part of the approval, Council directed the Commission to notify past Footbridge Mural participants regarding the proposed project and return to Council with recommendations to address restoration and maintenance of the panels that are in good condition or can be restored. Details regarding the project are included in the attached. In summary, the project would proceed as follows upon Council approval: ARTS PLAN Attachment 1 PAGE 2 • LGS Recreation will open registration for a summer class/workshop for second through fifth grade students. • Selection decisions will be made by a sub -committee of the Arts and Culture Commission. • Completed artwork will be transferred to a digital image that will be affixed to the bridge. • No more than thirty panels would be replaced at any one time. • Panels in a state of disrepair would be replaced first, with placement consideration given so that the new panels are dispersed evenly. • 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. During the last several months, two critical project steps have been completed. First, a complete inventory of each of the panels has been posted on the Town's "Hooked on Los Gatos" website; www.HistoryLosGatos.org The site contains digitalized photographs from early paintings as well as current images. Current images are on the site courtesy of Arts Commissioner Dennise Carter and her husband Peter Carter who photographed each of the cleaned panels. Second, significant effort was made to collect addresses for as many of the mural participants as possible. In mid -May, letters were sent to 129 project participants regarding the revitalization project (letter attached as Attachment 2.) The Town received four responses; three from parents who requested that their child's panel not be painted -over and who committed to maintaining their child's panel. One of those three adults submitted a second correspondence on behalf of their child asking that the piece be maintained. The ACC discussed the responses at its June meeting and again in August. The Commissioners agreed that they want to honor the respondents' requests to preserve particular pieces. At its August meeting the Commission voted to recommend to Council that it be directed to proceed with the project as originally designed with the understanding that the identified panels would not be replaced for at least three years as long as they were maintained. Given that a maximum of 30 panels would be replaced each year, it is likely that it will be at least four years before the specific panels would be considered for renewal. The participants (or their families) would be contacted at that time. Public Art Banner Project The current banner program consists of a standard banner with alternating text on streetlight poles throughout Downtown Los Gatos and on Los Gatos Blvd. This project focuses on enriching the Downtown by incorporating public art into the existing banner program; this will aid in marketing the Town to community members and visitors. The attached "Call for Artists" invites artists to submit designs in print ready format that reflect the History and Arts of Los Gatos, or the Flora and Fauna of Los Gatos. A selection committee ARTS PLAN PAGE 3 including Arts and Culture Commission members, business and non-profit representatives, community 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. At this time, it is assumed that the banners will be on display for a 4-6 month period with new banners added to the rotation bi-annually. It is anticipated that the banners will be ready for hanging in the spring. Project initiation will be tied to a local event such as the Wine Walk or the Shop Local campaign. The Banner project will be evaluated after approximately one year. Public Art Displays Work on this project is not slated to begin until later next year. However, the Commission has held preliminary discussions regarding public art. After identifying and evaluating a number of potential sites, the Commission outlined the three projects described below. In addition, it is collecting data with the goal of having a summary handout to distribute to building owners in the community to encourage them to install murals. Funding is currently not available for purchase of public art. 1. Welcoming Wildcats The concept is to install four identical statues of a large wildcat (approximately 8-10ft) at gateway locations with the message: Welcome to Los Gatos. Suggested venues will be confirmed at a future date. A. Off Hwy 17 N. and Santa Cruz Ave. on right side B. 85 northbound exit at Bascom (across from Good Sam Hospital) C. Los Gatos Blvd and Lark D. Hwy 9 from the West (Monte Sereno and Los Gatos) 2. The Cat Walk Twelve to 16 points/locations along Santa Cruz Avenue will be identified as spots where relatively small sculptural cats (approximately 1-2 ft) will be installed. A Call for Artists will be issued with the goal of identifying at least three artists. The artists will identify which location, materials and positioning of the cats. Sketches and specifications will be reviewed and selected. Every two years more sculptures will be solicited. 3. Art at the Civic Center Upon completion of projects 1 and 2, the Arts and Culture Commission will begin to explore the nature of a sculptural installation at the Civic Center desired. ARTS PLAN PAGE 4 Art in the Council Chambers: Sister City Exchange Jade Bradbury, the volunteer Curator for Art in the Council Chambers, AICC is working with staff to explore the possibility of exchanging children's art with our sister city, Listowel Ireland. Artwork selected for the Forbes Mill Footbridge Mural may be sent to Listowel. Art received from Listowel will be displayed as part of Art in the Council Chambers. This project will be further defined during the next several months. Exhibits: A. Ca11 to Artists N:/csd/art/arts Commission/TCR arts plan/Arts plan update-oct-1 1 Call for Artists Town of Los Gatos 110 E. Main Street Los Gatos, CA 95030 EXHIBIT A Overview The Town of Los Gatos is soliciting proposals from artists for banner designs to be installed in downtown Los Gatos, in the area surrounding Town Plaza Park. Artists must be sixteen years of age or older, and must be a resident of Los Gatos, including its unincorporated neighborhoods. Goal The Town seeks to enrich the atmosphere of downtown Los Gatos by incorporating public art created by local artists into its existing banner program. Themes Each proposed design must be either on the theme of "The History and Arts of Los Gatos," or that of "The Flora and Fauna of Los Gatos." Selection Process Submitted artwork will be evaluated in accordance with the Town of Los Gatos Public Art Selection Policy and Procedure. A selection committee, composed of members of the Arts and Culture Commission, community members, representatives from local business and arts organizations, and Town staff, will review and select five to ten designs for final approval by the Town Council. Evaluation criteria will include, but not be limited to, the following: ■ Aesthetics ■ Quality ■ Style ■ Permanence ■ Public Liability ■ Diversity ■ Duplication The full text of the Public Art Selection Policy is available on the Town's website, www.LosGatosCA.gov. Timeline Submissions are due November 1, 2011, no ►ater than 5:00 pm PST. It is anticipated that final approval will be made by the Town Council in early December, and that the winning banners will be hung in early January, 2012. Page 12 Proposals To submit a proposal, please provide the following: ■ Letter of Interest. Include your name and contact information, a professional resume (if applicable), and a brief description of your proposed design(s), including the theme(s) represented. ■ Design(s). Each artist may submit up to four original designs. All art must be submitted digitally in a print ready format including final colors and proportionately sized to fit the final scale. Proposals may be delivered in person or mailed to: Town of Los Gatos Attn: Banner Design RFP 110 E. Main Street Los Gatos, CA 95030 All proposals must be received by no later than 5:00 pm PST on November 1, 2011. Any entries received after this deadline will not be reviewed. No proposals will be returned. Technical Specifications Designs should be proportionately sized to fit the final scale of the full-scale banners, which are thirty inches wide by sixty inches tall, with seven-inch pole pockets top and bottom. They will be printed double -sided, with the same image appearing on both sides, on vinyl with UV ink. All designs must incorporate the "Los Gatos" side bar appearing on all downtown banners, as shown in the design below: DOWNTOWN DOWNTOWN Page 13 Designs may incorporate any colors of the artist's choosing. For reference, the colors used in the existing downtown banners are as follow: PMS Orange 1525, PMS Brown 4975, PMS Toast 4628, PMS Red 1807, PMS Green 357. Successful artists will receive an honorarium of $100 per design. They may be asked to sign an agreement with the Town authorizing the Town to use the selected design(s). Inquiries All inquiries regarding this Request for Proposals should be directed to Regina Falkner, Deputy Town Manager, at (408) 354-6832, or via email at RFalkner@LosGatosCA.gov. Page 14 FOCUS AREA Long Term Vision & Mission Statement Public Art Funding Communication ARTS PLAN: JANUARY 2011 - JUNE 2013 DESCRIPTION Create long-term vision for the Arts in Los Gatos and define ACC role Long Term Vision A vibrant, collaborative and creative Los Gatos where the arts are a defining feature of our identity and unique character Commission Mission Statement Advocates for artistic expression that enriches the Los Gatos experience. Increase the number of public art displays Forbes Mill Footbridge Revitalization Project Revitalize this piece of public art while keeping the original purpose of incorporating art from youth in our community based on the theme, Capturing Life in Los Gatos. Banner Program Enrich Downtown Los Gatos by incorporating public art into the existing banner program. Public Art Displays Increase the number of public art displays by installing one to two pieces of public art every two years. Art in the Council Chambers, Sister City Exchange Coordinate with an identified sister city to have one installment of Art in the Council Chambers be a collection of pieces from the city. Develop funds for the Arts Short term funding strategy- Retarget the approximately $9,800 Public Art funds in 6999-68711, previously ear marked for a Gateway project, to fund the first year of the Arts Plan. Long term funding strategies- Develop sustainable options to find programs on an ongoing basis. Develop communication strategies for the arts. Investigate and prioritize marketing tactics for approved projects and programs. COUNCIL APPROVED 12/6/10 N:\CSDWRT\ARTS COMMISSION\ARTS PLAN JANUARY 2011-2013 TIMELINE Implement immediately pending Town Council approval. Continuous summer project beginning 2011 Bi-annual program beginning 2011/2012 Bi-annual program beginning 2012/2013 Incorporated in the AICC schedule by 2012/2013 Reallocate immediately pending Town Council approval. Sub -Committee and staff will begin to work on long term funding strategies. Actions around specific communication will be discussed and explored pending Town Council approval of this plan. ATTACHMENT 2 THIS PAGE INTENTIONALLY LEFT BLANK 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. ATTACHMENT 3 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, UV/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 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 Documents\Detail for Public Art Projects, Attachment 2.docx