18 Staff Report - Banner Program
DATE: TO: FROM: COUNCIL AGENDA REPORT April 22, 2004 MAYOR AND TOWN COUNCIL '-.. DEBRA J. FIGONE, TOWN MANAGER MEETING DATE: 5/03/04 ITEM NO. L7 SUBJECT: BANNER PROGRAM: A. ACCEPT ARTS
COMMISSION RECOMMENDATION FOR "MUSIC IN THE PARK" BANNER DESIGN B. ACCEPT ARTS COMMISSION RECOMMENDATION FOR "CELEBRATING THE ARTS" BANNER DESIGN C. AUTHORIZE THETOWNMANAGERTO ACCEPTA
DONATION OF $2,500 FROM THE LOS GATOS ART CAT PROJECT COMMITTEE TO THE TOWN OF LOS GATOS TO PURCHASE STREETLIGHT BANNERS RECOMMENDATIONS: 1. Accept Arts Commission recommendation for
"Music in the Park" banner design. (Attachment 1) 2. Accept Arts Commission recommendation for "Celebrating the· Arts" banner design. (Attachment 2) 3. Authorize the Town Manager to
accept a donation of $2,500 from the Los Gatos Art Cat Project Committee to the Town of Los Gatos for streetlight banner design, production, and installation. BACKGROUND: The Los Gatos
Art Cat Project Committee worked for over a year to pair 50 fiberglass cat figurines with artists to decorate them and businesses to sponsor and display them. The decorated cats were
displayed in Los Gatos businesses in August· 2003 and auctioned off during the Bandstand Dedication Celebrationon September 6,2003. The project raised over $46,000. On November 13, 2003,
the Art Cat Project Committee awarded cash donations to nine groups to support art-related proj ects. Earlier this year, the Town accepted a $1 0,000 donation from the Committee to fund
a new PREPAREDBY: Community . Reviewed by: Town Manager Attorney Glerk :ift-Finance Revised: 4/22/04
3:25 pm Refonnatted: 5/3% 1
PAGE 2 MAYOR AND TOWN COUNCIL SUBJECT: BANNER PROGRAM April 22, 2004 public art project in Los Gatos. The purpose of this report is to authorize the Town Manager to accept a second donation
from the Committee, to design, produce, and install streetlight banners aimed at marketing the arts in Los Gatos. DISCUSSION: Banner Designs Rick Tharp, was engaged
by the Town to design updated banners for the Music in the Park summer concert series (MIP), which would replace the MIP banners that have been hung on Town streetlights the last few
summers. The Arts Commission recommends that Council accept the proposed design, illustrated in Attachment 1. The cost of designing and producing these banners, and the costs of installation/take
down each year would be paid for by the Arts Commission from donations received. The banners would be hung on the nine streetlight poles in Town designated for community use; six poles
are on LarkAvenue and three are on Highway 9 at Santa CruzAvenue. The poles on Highway 9 were designated to have banners hung on two sides of the pole and the appropriate hardware has
been installed. It is anticipated that the MIP banners would be installed in early June and removed in early September each year. In addition, the Arts Commission recommends that Council
accept the "Celebrating the Arts" banner design (Attachment 2), for installation onthe same communitypoles. The banner would be installed next to the three MIP banners on Highway 9.
The monies donated by the Art Cat Project Committee could be used to offset costs of production and annual installation/take down of these b(inners. Art Cat Donation Art Cat Project
Committee members, in discussions with staff, have indicated their preference that the donation funds be used for banners directed at promoting the arts in Los Gatos. Using this criteria,
these funds could be used for either the MIP or the "Celebrating the Arts" banners described above. Because the Arts Commission has already designated revenues from its donation fund
balance for the Music in the Park banners, it is anticipated that most ofthe donation will be used for the"Celebrating the Arts" banners. Banner Program Status Report Staff met with
members of the Banner Committee in late March 2004 to discuss the status of the Town's Banner Program. Following are briefstatus reports on the issues discussed at that meeting: Community
Banner Guidelines: A subcommittee of the Banner Committee is gathering from othercommunities, which will be reviewed and evaluated for adaptation by the
Town. The planned guidelines will set procedures for use of the community poles, including identifying groups that may hang their banners on the communitypoles, and setting
PAGE 3 MAYOR AND TOWN COUNCIL SUBJECT: BANNER PROGRAM April 22, 2004 fees for the use of the community poles. The guidelines will also cover technical specifications such as the size,
lettering, and color ofbanners. This aspect ofthe guidelines will be prepared by Mr. Tharp. Draft guidelines will be presented to Council for approval later this year. Downtown Banners:
Staff has contacted the vendor regarding replacement of faded downtown banners. Currently, it appears replacement costs will be minimal. However, the labor and equipment costs for removing
the faded banners and installing the replacements is significant; the total cost is estimated at $3,100 for replacement of all banners. Holiday Banners: The Committee discussed the possibility
ofclustering the Winter Holiday banners at the intersection ofNorth Santa Cruz and Main Streets, and at N. Santa Cruz and Highway 9; rather than dispersing them throughout the downtown.
Clustering would make the banners more visible; currently they are obscured to some degree by the trees and buildings. Winter Holiday banners on Los Gatos Boulevard would not be clustered;
they are plainly visible, due to the more open streetscape. The clustering concept will be further discussed and evaluated by the Committee and staff in the coming months. Next Steps:
Staffwill continue to work with the Arts Commission to purchase and install the Music in the Park and the "Celebrating the Arts" banners, and to address the issues above. No funds are
budgeted at this time for any other banner-related activities, due to fiscal constraints. Next year, staff and the Banner Committee will re-evaluate the status of the. Banner Program,
and the current fiscal situation, and determine how best to proceed at that time. CONCLUSION: Staff recommends that Council accept the "Music in the Park" and "Celebrating the Arts"
banner images as recommended by the Arts Commission. It is also recommended that Council authorize the Town Manager to accept the donation from the Los Gatos Art Cat Project Committee,
Committee, in the amount of $2,500, to offset streetlight banner costs as described above. ENVIRONMENTAL ASSESSMENT: 1;'he recommended actions are not a project defined under CEQA, and
no further action is required. FISCAL IMPACT: The Art Cat Project Committee donation will be placed in a deferred revenue account (l00-29035) and the proposed 2004/05 Operating Budget
will utilize these funds to recognize this donation.
PAGE 4 MAYOR AND TOWN COUNCIL SUBJECT: BANNER PROGRAM April 22, 2004 .ATTACHMENTS: 1. "Music in the Park" banner design 2. "Celebrating the Arts" banner design DISTRIBUTION: Arts Commission
Banner Committee RAF:ag N:\CSD\TCRPTS\Gift for Banner.wpd