Staff Report
PREPARED BY: Arn Andrews
Assistant Town Manger
Reviewed by: Town Manager, Town Attorney, Economic Vitality Manager, Chief of Police, and Finance
Director
110 E. Main Street Los Gatos, CA 95030 ● (408) 354-6832
www.losgatosca.gov
TOWN OF LOS GATOS
COUNCIL AGENDA REPORT
MEETING DATE: 12/03/2019
ITEM NO: 17
DATE: November 25, 2019
TO: Mayor and Town Council
FROM: Laurel Prevetti, Town Manager
SUBJECT: Provide Direction on the Elements of the Music in the Park Request for
Proposals
RECOMMENDATION:
Provide direction on the elements of the Music in the Park (MIP) Request for Proposals (RFP).
BACKGROUND:
Since 1988, Music in the Park (MIP) has been a free public summer concert series held on
Sunday afternoons on the Los Gatos Civic Center lawn. Over the years, MIP has been managed
by multiple parties including the Town’s Arts and Culture Commission, Los Gatos Music and Arts
(2009-2015), Los Gatos Music in the Park (2016 and2017), and most recently Town staff (2018
and2019).
During December 2017, Town staff issued an RFP for the production and management of the
2018 Music in the Park Summer Concert series when the prior entity opted to no longer
produce the series. At the conclusion of the RFP deadline, no proposals were received.
Given that no external parties stepped forward to manage MIP, the Town Council directed staff
to produce the 2018 summer concert series. At the conclusion of the 2018 MIP season, Council
directed staff to produce the 2019 MIP season with the understanding that the Town would
seek outside production of the series going forward.
This agenda item allows the Town Council to listen to public testimony and provide direction on
elements of the concert series for inclusion in the RFP. Staff believes potential respondents would be
more inclined to submit a proposal to produce MIP if the Town’s potential sponsor
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SUBJECT: Provide Direction on the Elements of the Music in the Park Request for Proposals
DATE: November 25, 2019
BACKGROUND (continued):
commitment and other in-kind considerations are clearly spelled out in the RFP. This approach
would allow potential respondents to fully understand the economics of producing the MIP
series and minimize the necessity of a successful respondent returning to Council to seek
additional concessions.
DISCUSSION:
To provide Council with additional context for discussing the production of the MIP series,
following are the net financial results for the staff produced series. As the tables below
illustrate, production of the series resulted in a net loss both years. In addition, it should be
noted that the Town was a $5,000 ”premier” sponsor both years which is represented in the
sponsorship totals.
2018
Category Item Expense
Production Bands, sound engineer, portable
toilets, and insurance $27,458
Marketing Marketing items including various
banners and advertisements $7,818
Miscellaneous Pathway roping, giveaways,
perimeter tape, etc. $1,094
Paid Town Event Staff Salary and overtime (does not
include in-kind staffing) $2,569
Total Expenses 2018 $38,939
Total Sponsorships 2018 $36,000
Net Loss ($2,939)
PAGE 3 OF 5
SUBJECT: Provide Direction on the Elements of the Music in the Park Request for Proposals
DATE: November 25, 2019
DISCUSSION (continued):
2019
Category Item Expense
Production Bands, sound engineer, portable
toilets, and insurance $28,106
Marketing Marketing items including various
banners and advertisements $6,134
Miscellaneous Pathway roping, giveaways,
perimeter tape, etc. $606
Paid Town Event Staff Salary and overtime (does not
include in-kind staffing) $3,608
Total Expenses 2019 $38,454
Total Sponsorships 2019 $22,000
Net Loss ($16,454)
In addition to the production and sponsorship costs the past two years, the Town provided the
following in-kind support to the production of MIP:
• Use of Council Lobby as a band staging area (“green room”)
• Use of Town stage, including setup and tear down
• Use of electricity to power the stage and sound systems
• Use of parking spaces to accommodate restrooms, sponsors, and band and sound
technicians
• Use of Town staff for affixing the concert sign behind the stage
• Use of Town salaried staff to volunteer at all concerts, assisting with set up, the
attendee’s questions, and general oversight
Historically, the Council has provided most of these in-kind resources even when the Town did
not produce the concert.
Staff is structuring the RFP in a fashion that would help respondents identify any other costs
associated with producing the series. As with Jazz on the Plazz, MIP would require a Special
Event Permit. The Permit would be the vehicle to identify the specific requirements to ensure
the public’s safety, address use of Town facilities, and address other issues. It is important to
note that after the Gilroy Garlic Festival shooting, the Town routinely requires two Officers at
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SUBJECT: Provide Direction on the Elements of the Music in the Park Request for Proposals
DATE: November 25, 2019
DISCUSSION (continued):
each Special Event in Los Gatos. Based on the Town’s current fee schedule, following are the
estimated costs for an 8-concert series that will be represented in the RFP.
MIP Estimated Town Fees Series Units
Cost Per
Unit Total
Special Event Permit Application
Fee (For-Profit Rate, Repeat
Event) 1 $680.00 $680.00
Alternatively, Special Event
Permit Application Fee (Non-
Profit Rate Repeat Event) 1 $170.00 $170.00
Parks Hourly Fee 80 $55.00 $4,400.00
Refundable Parks Use Deposit 1 $500.00 $500.00
Temporary Sign Fee 1 $99.00 $99.00
Required Security (LGMS Police
Officers)
2 @ $160/hour
4 hours per concert $1,280.00 $10,240.00
No Parking Signs 240 $0.46 $110.40
Total Estimate for Profit $16,029.40
Total Estimate for Non-Profit $15,519.40
Notes
Parks hourly use fee is based on eight weeks at 10 hours each, assuming park use from 10 a.m. to
8 p.m.
Included the repeat special event application rate since this is not a new event.
Included for profit and non-profit application rates since the concert entity is not yet known.
Estimated 30 no parking signs needed for each week.
CONCLUSION:
Staff is seeking direction on the flowing elements for inclusion in the MIP RFP:
• Council’s desired level of monetary sponsorship commitment,
• Council’s desired level of in-kind commitment, and
• Any other Council considerations
COORDINATION:
This staff report was coordinated with the Town Manager, Town Attorney, Chief of Police, and
Director of Finance.
PAGE 5 OF 5
SUBJECT: Provide Direction on the Elements of the Music in the Park Request for Proposals
DATE: November 25, 2019
FISCAL IMPACT:
The Council’s level of desired commitment would be programmed into the FY 2020/21
Operating Budget.
ENVIRONMENTAL ASSESSMENT:
This is not a project defined under CEQA, and no further action is required.