10 Staff Report - Draft Music in the Park GuidelinesN MEETING DATE: 1113108
ITEM NO.
0
tos X05 COUNCIL AGENDA REPORT
DATE: OCTOBER 24, 2008
TO: MAYOR AND TOWN COUNCIL
FROM: GREG LARSON, TOWN MANAGER 0~
SUBJECT: 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 successfu120t" anniversary concert series, the Arts Cornrnission held a facilitated debrief
on September 17th. (Debrief notes attached, Exhibit B.) As follow-up to that discussion, the
Conunission reviewed the Council adopted MIP Guidelines at its October 8 meeting. Staff
prepared revised Guidelines based largely on the September and October discussions. The
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 overriding 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 collected have increased from $30,809
in 2002 to $59,497 in 2008. The expenses have increased from $29,861 to $52,033 during the
same period with expenses for bands and music increasing from $17,812 to $33,665. To support
these expenses, the number of sponsorships required has increased from 21 to 40.
PREPARED BY
Regina A. Fa
Community Ser Director
4
Reviewed by:~ Assistant Town Manager Town Attorney
Clerk Administrator finance orrrrnunity 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 anniversary 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 series; and,
impact on staff resources.
On the revenue side, it is recommended 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. Furthermore, 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 internal policies. It is
anticipated that there will be further clarification of commission and staff roles after the Council
reviews Council Policy Committee recommendations.
ENVIRONMENTAL ASSESSMENT:
The recommended action is not a project defined under CEQA, and no further action is required.
FISCAL IMPACT:
Costs for the MIP program are included in the Community Services Department 2008109
Operating Budget.
Attachments:
1. Draft Resolution
2. Debrief Notes
3. MIP Budget Summary
Distribution:
Arts Commissioners
Attachment I
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 Department and Arts
Commission coordinate the production of an annual Music in the Park (formerly 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.R00
COUNCIL MEMBERS:
AYES :
NAYS:
ABSENT:
ABSTAIN:
SIGNED: Isl Mayor Barbara Spector
MAYOR OF THE TOWN OF LOS GATOS
LOS GATOS, CALIFORNIA
ATTEST: IsI 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 Commission 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 Arts Commission shall strive to plan
and produce u no more than twelve concerts per season which:
• Provide a eo en social aiid culWr-al experience through music for Los Gatos
families and eth community members;
sW and danee.
Serve cis a signature series to leverage and support the Arts in Los Gatos;
Meet the Deliver the highest quality musical °•4itic stand experience possible
at the Los Gatos Civic Center lawn;
These guidelines shall serve as a internal guide to managing MIP, an may be ameadea
fvA4:n time to time by the Ai4s Gornf ssio as warra+ited- 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 IWnding
The Townoffes
Gatos Arts Commission and ether-designated volunteers shall raise, fitn.ds sxtfficicnt to
cover none-staff costs. Contributions made to MlP- the Arts are deposited to the Town's
General Fund and are accounted for separately. Funds raised by the Arts Commission
for each MIP concert series must be on deposit with the Town on or before May 45..1.
2. The Corrrrnunity Services Department shall annually recommend a atrannual project
budget sufficient to cover the cost of all MIP expenses to be incurred in the next fiscal
year. Project expenses shall be based on prior year's expenses, plats a modest annual
CPJ inflation adjustment. The number of sponsorships 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 forward all docurnents requiring signatures to Town staff for
processing.
as "Town ;1;+; s,lo- , el'ad , . those " .,npe„1 " A~ eA4f-s u
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4. After the concert series has been completed and all expenses have been paid, staff
will finalize the project bbidget and calculate the program balance, A portion of any
positive program balance maj) be designated as "excess revenue " and recommended
to Council for inclusion in the Town's Community GrantProgr'ain for granting to the
arts agencies/projects serving Los Gatos residents.
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C. Town of Los Gatos Staff Responsibilities
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Los Gatos staff shall provide the following services in coordinating the production of
Music in the Park:
Provide use of Civic Center Parkfor summer concert series.
2. Coordinate all internal communications with other Town Staff and Council.
3, Prepare and execute all contracts.
4. Provide fiscal accounting and management.
5. Coordinate the production of all advertising materials,
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1. Solicit sponsorships,
2. Select performers within Guideline specifications.
3. Assist with distributing advertising materials,
4. Coordinate logistics at each NIP concert.
N:ICSD\MUSIC IN THE PARK\Music in the Park1DRAFT MIP Guidelines.docl0/30/2008
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N:1CSDIMUSIC IN THE PARK1Music in the ParBDRAFT M1P Guide[ines.dacl0/30/2008
Page 5
Summary Notes Attachment 2
Arts Commission Meeting
September 17, 2008
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
o
Tribute band concept
o
Turnout/crowds
o
The community loved it
o
Music quality
o
Support from Town staff
o
Garbage control and recycling
o
Sponsorships
o
The Cash biography
o
The flexibility and responsiveness of the Arts Commissioners
o
The dedication of the Arts Commissioners (in time and energy)
• Challenges and concerns
o Managing the size of the event. Arts Commissioners agree that MIP
should not grow beyond the 2008 attendance, which was large by
historical standards.
o 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.
o Marketing that targets Los Gatos residents exclusively.
o Sound quality/sound engineer.
MIP and the Arts Commission
• Goals of MIP
o To provide a rich experience for the community
o 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 kn own for M I 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 MIP 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 all, 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 MIP, 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.
Attachment 3
MUSIC IN THE PARK BUDGET SUMMARY
Following is a summary of MIP revenues from the 2002 to 2008 Conceit Series:
2002
2003
2004
2005
2006
2007
2008
Or anizations/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 Sponsorships (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+1
10+1
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 of MIP 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
Supplies/Misc.
$567
$939
$1,586
$717
$1,071
$720
$5,960
Totals Expenses:
$29,862
$28,924
$37,887
$39,151
$39,439
$41,508
$52,331
UnreimbursedStafftinie
$11,360
$9,114
$9,891
$12,279
$14,000*
$16,000*
Total Expenses rv/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)
NACSb1MUSIC ITT THE PARKIMusic in the Park1l Iiskorical RcsearchWIP Rescarcli Tablcs.doc