MEETING DATE: May 3, 2010
AGENDA ITEM: Consideration of (1) the Purchase of a $10,000
Marketing Sponsorship Package as part of The
International Festivals of Independent Games 2010
(IndieCade) and (2) Designation of IndieCade as an
Agency-Sponsored Event.
ATTACHMENTS
Pages
1. Wrap-up presentation from IndieCade 2009 1-7
2. IndieCade Sponsorship package 8-17
3. Culver City Value Added IndieCade 18
Sponsorship package.
Type to enter text
Type
to
enter
text
Type to enter text
Type to enter
text
Type to enter text
IndieCade 2009 Wrap-Up
Type to enter text
www.IndieCade.com
Contact: central@indiecade.com
ATTACHMENT 1
1The annual IndieCade 2009 Festival included more than 3,000 dedicated participants
playing games and attending events across nine venues in downtown Culver City.
Save the date...
IndieCade 2010: Oct. 8, 9, & 10
“IndieCade, the video game industry’s Sundance.” Los Angeles Times, Oct. 1, 2009
2009
“... this year’s IndieCade, even more than in previous years,
felt like a ?lm festival. Indeed, Culver City felt just a bit like a
reduction of Park City, Utah, as groups of game developers
and fans made beelines between art galleries and theaters
to see and hear everything that these independent games
and their creators had to say.” Gamasutra, Oct. 5, 2009
“Film festivals have launched the careers of many little-known directors and producers.
Now video game festivals are doing the same for indie game developers.”
Forbes, Oct. 12, 2009
IndieCade 2009:
Selections and Events |910|Award Gala |910|Workshops & Talks |910|Moments of Gameplay |910|Sponsors & Partners 6
2=
Type to enter text
Festival 2009
“The IndieCade
festival billed
itself as the
‘video game
Sundance’ and
lived up to this
reputation ...”
Joystiq,
October 5, 2009
IndieCade 2009
celebrated the year’s best
indie games, highlighting
30 finalists selected from
hundreds of submissions
by an international panel
of renowned judges.
Games and creators
came from around the
world — Asia,
Scandinavia, Central
Europe, Eastern Europe,
South America, North
America, and Canada.
The audience consisted of
more than 3,000
engaged executives,
industry professionals,
artists, musicians, film and
video professionals, fans,
and enthusiasts.
IndieCade 2009 was a
defining moment for the
independent game
community.
3Jury Award:
Moon Stories by Daniel Benmergui
Gameplay Innovation:
Closure by Tyler Glaiel and Jon Shubbe
World/Story:
Dear Esther by The Chinese Room
Auteur:
Eliss by Steph Thirion
Vanguard:
Train by Brenda Brathwaite
Fun/Compelling:
Osmos by Hemisphere Games
Sublime Experience:
Tuning by Jonatan "Cactus" Söderström
Finalist/Audience Choice Winner:
Minor Battle by Peanut Gallery
Finalist / Audience Choice First Runner-Up:
Deep Sleep Initiative by ARx
Honorable Mention:
Papermint by Avaloop,
Aether by Edmund McMillen & Tyler Glaliel,
Spectre by The Vaguely Spectacular Team
Best in Show Presented by EA Partners:
Osmos by Hemisphere Games
IndieCade’s
award
ceremony,
hosted by
Sony Pictures
Entertainment,
celebrated the
finalists and
awardees.
IndieCade Award Gala 2009
4
Type to enter text
Type to enter text
Type to enter text
Type
to
enter
text
An annual event not to be missed!
“Indiecade ended up being a far more intense
and inspiring event than I thought was
possible...” — Erin Robinson
“This was the most amazing game developer
gathering we have ever been at. Looking
forward to next year!” — Broken Rules
“I have a whole new appreciation for indie
games. I am proud to have been a sponsor.”
— Karla Berry
Talks, Workshops, & Salons
5
“The games were a great selection of fun, thought-provoking,
wacky, and sublime. All indie of course. The talks and discussions
were varied and interesting. And the people… The people. I fell in
love with the people. And for so many of them to be in the same
place at the same time, and not diluted within the structure of a
larger event, well… I’ve never seen anything like it.
“A cozy little corner of Culver City became a magical place. I’m
somehow reminded of the words of Hunter S. Thompson:
‘San Francisco in the middle sixties was a very special time and
place to be a part of. ..no
explanation, no mix of
w o r d s o r m u s i c o r
memories can touch that
sense of knowing that you
were there and alive in that
corner of time and the
world. You could strike
sparks anywhere… we
were riding the crest of a
high and beautiful wave.’
“For those who were there,
IndieCade was a grand
and inspiring experience;
and for a time, Culver City
became an indie
celebration and a joyous
community.”
Andy Neelan, Osmos
“Pick of the Week”
LA Weekly & Brand X
October 1, 2009
“When a handful of artists can create a game that makes
you ponder your own existence, the effects of water
pollution, or the nature of an argument between lovers, it’s
an altogether fresh experience...”
“Games Grow Up at IndieCade Festival,” Yahoo!
6
Presenting Sponsors:
Culver City Redevelopment Agency
Sony Pictures Entertainment
Wonderful World Art Gallery
Gregg Fleishman Gallery
Ivy Substation / Actors Gang
The Culver Hotel
Principal Sponsors:
EA Partners
EEDAR
One PR Studio
Royal T
Rush Street
Young & Rubicam
Contributing Sponsors:
ACM Siggraph
Best Buy
Gamecity
Westfield
XNA / XBox Live Indie Games
Friends & Patrons:
Adobe
Eagle Sports and Awards
Garage Games
Georgia Institute of Technology
IT University of Copenhagen
Lost Moon Radio
National University
Parsons New School for Design
Psychic Bunny
In Acknowledgement of Our Sponsors & Patrons
Stone Brewing Company
Thatgamecompany
The Hollywood Hill
ThemePark Studios
Two Chairs, LLC
Walt Disney Animation Studios
USC Interactive Media Division
UCLA Design Media Arts
Jamie Lee Curtis
Jeff Roberts
Jon Burgerman
Jonathan BLow
Sharon Sekhon
Promotional / Media Partners:
Gaming Angels
Mary Margaret Network
IDG World Expo
IGDA
LA Weekly
Prime Studios
EEDAR
New York is DESIGN
THE NEW SCHOOL
is New York
EARN YOUR DEGREE AT
PARSONS THE NEW SCHOOL FOR DESIGN
Study with an international faculty of respected artists and
designers at the crossroads of art and design—New York
City. Recognized as one of the world’s top design schools,
Parsons offers undergraduate and graduate degrees in 34
areas of study including Animation, Communication Design,
Design and Technology, Digital Design, Information Design,
Interface Design, Robotics, and Web Design.
For more information about degree programs at Parsons,
contact admissions at 212.229.8989 or visit us online.
www.newschool.edu/parsons
An Af!rmative Action/Equal Opportunity Institution
Parsons is part of The New School, a leading university in New
York City offering some of the nation’s most distinguished
degree, certi!cate, and continuing education programs in
art and design, liberal arts, management and policy, and the
performing arts.
“IndieCade was a
hugely successful
event. There were
game developers
from around the
world showing off
exciting and
wonderful pieces of
interaction to a
receptive audience
that showered them
with praise for a long
weekend.
Fantastic...”
Gamasutra,
October 7, 2009
7IndieCade:The International festival of Independent Games
Contact: Stephanie Barish (310) 999-1054 sbarish@indiecade.com PAGE 1
Type to enter text
Et tam neque pecun modut est
neque nonor et imper ned libidig
met, consectetur adipiscing elit, sed
ut labore et dolore magna aliquam.
Bis nostrud exercitation ullam
mmodo consequet. Duis aute in
voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Neque pecun
modut est neque nonor et imper
ned libidig met, consectetur
adipiscing elit. At vver eos et
accusam
dignissum
qui
blandit
est
praesent
luptatum
delenit aigue
excepteur sint occae. Et
IndieCade 2010
International Festival
of Independent Games
October 8, 9, & 10
IndieCade 2010 is a traditional, pedestrian-friendly, multi-venue
festival format modeled after the Sundance Film Festival in Park
City, Utah, and the South-by-Southwest Festival in Austin, Texas.
Ten minutes from Santa Monica and downtown Los Angeles,
Culver City Center is home to two major film studios, numerous
digital media and entertainment-related businesses, as well as
live theaters, multiplex cinemas, restaurants, and retail
establishments that attract thousands of regular visitors per week.
Now in its third year, the annual IndieCade festival will once again take over the vibrant
galleries and cafés of downtown Culver City (Los Angeles) with the newest cutting-edge
work by independent gamemakers from around the world.
IndieCade 2010 Sponsorship Opportunities
ATTACHMENT 2
8IndieCade:The International festival of Independent Games
Contact: Stephanie Barish (310) 999-1054 sbarish@indiecade.com PAGE 2
IndieCade’s sponsorship tiers are speci?cally tailored to provide each sponsor with an individual ex-
perience that leverages IndieCade’s dynamic audience, its industry credibility , and its ?nger on the
pulse of the newest and edgiest work across the game space.
Our goal is to offer the most outstanding access and visibility for our sponsors to our more than
5,000-strong trend-setting attendees and other participants, and our far-reaching media impressions.
As always, IndieCade’s sponsorship bene?ts are a starting point for discussion and we look forward to
customizing them further to most effectively meet your needs.
PRESENTING SPONSOR $10,000
Bene?ts include:
•
Premiere positioning of company name, logo
and link on IndieCade website for 4 months.
•
Premiere positioning of company name and
logo in all IndieCade digital marketing for 4
months.
•
Premiere positioning of company name and
logo in all IndieCade print marketing for 4
months.
•
Premiere recognition in 3 national press re-
lease transmissions over 4-month period.
•
Launch PR announcement as IndieCade
sponsor during August 2010.
•
IndieCade attendee bag insert (your company
provides 500 insert items).
•
Full-page color ad in event print program
(your company provides artwork).
•
Opportunity to provide your own on-site
signage (up to 8x8’, in addition to inclusion in
main event signage).
•
Eight all-access passes to International Festi-
val of Independent Games 2010 (includes
VIP parties).
•
“Co-host” status of VIP party (you can select
or we can select party for you).
•
Networking with gamemakers & artists prior
to IndieCade events (minimum 3 events).
•
Preview look at games prior to festival.
•
Company name branding across all other
2010 IndieCade events (minimum 3 events).
•
Inclusion of demonstrations or promotional
reel at all IndieCade events (minimum 3).
•
Logo placement on ?rst page of all printed
programs at all IndieCade 2010 events
(minimum 3 events).
•
Advertisements in all printed brochures at all
IndieCade 2010 events (minimum 3 events).
•
Premiere positioning of company name and
logo in all 2010 print, broadcast, and web
advertisements.
•
Logo placement on festival t-shirt and map.
SPONSORSHIPS
This top-level IndieCade sponsorship provides premium branding and networking opportunities.
9IndieCade:The International festival of Independent Games
Contact: Stephanie Barish (310) 999-1054 sbarish@indiecade.com PAGE 3
AWARD SPONSOR $5,000 & an award in value of not less than $3,000
IndieCade award sponsorship provides branded recognition aligned with speci?c awards. Award categories can
be selected from IndieCade’s repertoire or additional award categories can be tailored to a sponsor’s interests.
The sponsorship also provides for the original artist-made award.
IndieCade sponsorships are designed to provide maximum impact, whether you want to reach IndieCade’s
worldwide network of key professionals and companies actively engaged in the independent game space; its
highly engaged consumer game-playing public hungry for the newest gameplay experiences; aspiring game-
makers young and old; and individuals, professionals, and companies from related ?elds eager to be the ?rst to
know about the cutting edge of the interactive media industry .
AWARD PROGRAM ADVERTISEMENTS $1,000 (full page) & $500 (half-page)
Congratulate ?nalists and awardees on this special night in IndieCade’s full-color program guide.
Bene?ts include:
•
Company name, logo, and link on IndieCade
website for 4 months.
•
Company name and logo in all IndieCade digi-
tal marketing for 4 months.
•
Company name and logo in all IndieCade print
marketing for 4 months.
•
Recognition in two (2) regional/local press re-
lease transmissions over 4-month period.
•
IndieCade attendee bag insert (your company
provides 500 insert items).
•
1/2 page color ad in event print program (your
company provides artwork).
•
Opportunity to provide your own on-site
signage (up to 4x4’, in addition to inclusion in
main event signage).
•
Four all-access passes to International Festival of
Independent Games 2010 (includes VIP par-
ties).
•
Logo placement on ?rst page of all printed pro-
grams at all IndieCade 2010 events (minimum 2
events)
•
Advertisements in all printed brochures at all
IndieCade 2010 events (minimum 2 events)
•
Company name and logo in all 2010 print,
broadcast, and web advertisements.
•
Name branding rights to selected award/
category
•
Recognition of named award/category in all
2010 IndieCade materials
•
Acknowledgement in all announcements of
?nalists
•
Logo placement in festival brochure
•
Inclusion of brand in promotion of awards
•
Opportunity to attend IndieCade VIP network-
ing events
10IndieCade:The International festival of Independent Games
Contact: Stephanie Barish (310) 999-1054 sbarish@indiecade.com PAGE 4
Bene?ts include:
•
Company name, logo, and link on IndieCade web
site for 4 months.
•
Company name and logo in all IndieCade digital
marketing for 4 months.
•
Company name and logo in all IndieCade print
marketing for 4 months.
•
Recognition in 2 regional/local press release
transmissions over a 4-month period.
•
IndieCade attendee bag insert (your company
provides 500 insert items).
•
1/2-page B&W ad in event print program (your
company provides artwork).
•
Opportunity to provide your own on-site signage
(up to 4 x4’, in addition to inclusion in main event
signage).
•
Four all-access passes to International Festival of
Independent Games 2010 (includes VIP parties).
•
Logo placement on ?rst page of all printed pro-
grams at IndieCade 2010 events (minimum 2
events).
•
Advertisements in all printed brochures at all In-
dieCade 2010 events (minimum 2 events)
•
Company name and logo in all 2010 print, broad-
cast, and web advertisements.
CONTRIBUTING SPONSOR $2,500
Bene?ts include:
•
Company name, logo, and link on IndieCade
website for 4 months.
•
Company name and logo in all IndieCade digital
marketing for 4 months.
•
Company name and logo in all IndieCade print
marketing for 4 months.
•
Recognition in two (2) national press release
transmissions over 4-month period.
•
IndieCade attendee bag insert (your company
provides 500 insert items).
•
1/2-page color ad in event print program (your
company provides artwork).
•
Opportunity to provide your own on-site signage
(up to 6x6’, in addition to inclusion in main event
signage).
•
Six all-access passes to International Festival of
Independent Games 2010 (includes VIP parties).
•
Networking with gamemakers and artists prior to
IndieCade events (minimum 2 events).
•
Company name branding across all other 2010
IndieCade events (minimum 2 events).
•
Inclusion of demonstrations or promotional reel
at all IndieCade events (minimum 2 events).
•
Logo placement on ?rst page of all printed pro-
grams at IndieCade 2010 events (minimum 2
events).
•
Advertisements in all printed brochures at Indie-
Cade 2010 events (minimum 2 events).
•
Company name and logo in all 2010 print, broad-
cast, and web advertisements.
PRINCIPAL SPONSOR $5,000
11IndieCade:The International festival of Independent Games
Contact: Stephanie Barish (310) 999-1054 sbarish@indiecade.com PAGE 5
EVENT-SPECIFIC SPONSORSHIPS
RECEPTION SPONSORSHIPS
$5,000 - $1000
CONFERENCE SPONSORSHIPS
$5,000 - $1,000
OUTDOOR GAMEPLAY (Big Games)
$5,000 - $1000
ASPIRING GAMEMAKER & FAMILY DAY
$5,000 - $1,000
IndieCade Reception Sponsorship opportunities are
available for social events, receptions, and mixers
throughout IndieCade.
Events include: Opening Night VIP and Media
Receptions, Invitation-Only Awards Reception, Daily
Happy Hours, Daily Afternoon and Breakfast Salons,
Audience-Choice Award and Public Closing Party , and a
variety of mixers.
IndieCade Conference sponsorships are available for
branding and hosting an entire conference track, an
individual conference session, a panel, a keynote, a
sponsored tool session, or an artist talk.
IndieCade’s outdoor gameplay and big games are held
across downtown Culver City , a pedestrian-friendly area
with thousands of visitors daily .
Based on last year’s reception, IndieCade will be
expanding this component of the program and
opportunities are available for hosting the gameplay ,
promotional marketing within the games, as well as
speci?cally commissioned games.
IndieCade draws a vast audience of aspiring gamemak-
ers, both young and old. The Sunday of the Festival is
dedicated to speci?c workshops, demonstrations, tours,
and events for these yet-to-be professionals.
Building upon that successful program, IndieCade 2010
is also adding a slate of family-friendly gameplay and
workshop events.
For more information on each of these Event-Speci?c Sponsorships, please review our Event Sponsorship Insert
for promotional opportunities, networking, presentation, and branding bene?ts.
12IndieCade:The International festival of Independent Games
Contact: Stephanie Barish (310) 999-1054 sbarish@indiecade.com PAGE 6
BRANDED ITEMS
FESTIVAL GUIDE & MAP
$5,000
FESTIVAL STREET BANNERS
$10,000 - $5,000
T-SHIRTS
$5,000 - $2,500
Everyone at the IndieCade festival needs a map/
guide to access events.
Put your brand on the back of the most turned-to
item in the festival!
Put your brand on the exterior street signs across
Downtown Culver City and the vicinity .
Banners can be placed across three major intersections
bordering Culver City , as well as on light posts along streets
throughout the city .
Your brand will be clearly visible on either the the reverse
or on each side of the banner and will be customized
depending upon the selections of banners you which to
hang.
LANYARDS / BADGES
$2,500
IndieCade produces high-quality limited edition t-
shirts each year.
Put your brand on one of these top-design t-shirts
(exclusive).
IndieCade creates high-quality bags designed for use all
year-round.
You choose the bag and we will ensure that each conference
attendee and game ?nalist receives one. Let your message
live beyond the event itself.
CONFERENCE BAG
$5,000 - $2,500
BRANDED ITEMS
Additional Bene?ts include:
•
Company name, logo and link on IndieCade website
for 4 months.
•
1/2 page color ad in event print program (your
company provides artwork).
•
Logo placement on printed programs and posters
Lanyards and different badges are worn by all. Put
your brand around the neck of all conference
attendees
13IndieCade:The International festival of Independent Games
Contact: Stephanie Barish (310) 999-1054 sbarish@indiecade.com PAGE 7
SPONSORSHIPS
Bene?ts include:
•
Individual or company name, logo, and link on
IndieCade website for 4 months.
•
Individual or company name and logo in all In-
dieCade digital marketing for 4 months.
•
Individual or company name and logo in all In-
dieCade print marketing for 4 months.
•
Recognition in 1 regional/local press release
transmission over 4-month period.
•
IndieCade attendee bag insert (your company
provides 500 insert items).
•
1/4-page B&W ad in event print program (your
company provides artwork).
•
Two all-access passes to International Festival of
Independent Games 2010 (includes VIP parties).
•
Logo placement on ?rst page of all printed pro-
grams at all IndieCade 2010 events (minimum 2
events).
•
Advertisements in all printed brochures at all In-
dieCade 2010 events (minimum 2 events).
•
For academic institutions and membership or-
ganizations, includes a faculty and student or
membership discount.
FRIEND OF INDIECADE
(Small Companies, Non-Profits, Academic Institutions, and Individuals)
$1,000
PATRON OF INDIECADE
(Small Companies, Non-Profits, and Individuals)
$500
Bene?ts include:
•
Individual or company name, logo, and link on
IndieCade website for 4 months.
•
Individual or company name and logo in all In-
dieCade digital marketing for 4 months.
•
Recognition in 1 regional/local press release
transmission over 4-month period.
•
IndieCade attendee bag insert (your company
provides 500 insert items).
•
1/4-page B&W ad in event print program (your
company provides artwork).
•
All-access pass to International Festival of Inde-
pendent Games 2010 (includes VIP parties).
14IndieCade:The International festival of Independent Games
Contact: Stephanie Barish (310) 999-1054 sbarish@indiecade.com PAGE 8
2009 in a Nutshell
(October 1-4, 2009)
“The Sundance of the Video Game Industry”
Los Angeles Times
“Indie Games Take Off”
Forbes
“A Hugely Successful Event”
Gamasutra
“Pick of the Week”
Brand X & LA Weekly
More than 3,000 attendees came from around
the world, including Asia & the Paci?c Rim,
North America (U.S. & Canada), South
America, Europe, Eastern Europe, the UK,
and Scandinavia.
Festivities occurred in multiple Culver City
locations: The Culver Hotel, Grand Casino
Café, Gregg Fleishman Gallery, Ivy
Substation/Actors Gang Theater, Media Park
& Plaza, Royal-T , Rush Street, Sony Pictures
Entertainment, Wonderful World Art Gallery .
Programs included: hands-on gameplay,
interactive exhibits, screenings, salons,
workshops, artist talks, performances, and
previews, gala VIP , intimate social events, and
city-wide gameplay , world-class keynotes, a
robust conference, a spectacular awards
ceremony , and more...
INDIECADE BASIC FACTS:
IndieCade re?ects and represents the broad
independent videogame community. Its reach
is global and includes producers in Asia, Europe,
Australia, and anywhere else independent games are
made and played.
IndieCade has become increasingly in?uential
on the independent game scene. Independent devel-
opers consider IndieCade a target for preparing
their new projects. The industry considers IndieCade
a “must see.” And IndieCade is the only inde-
pendent games festival open to the public. Submis-
sions and attendance have doubled each year.
As it builds toward its culminating annual festival,
throughout the year, IndieCade reaches out to the
community and represents independent games. For
the past four years, IndieCade has been invited to to
create the independent game showcase for E3, hold
IndieCade Europe @ GameCity Nottingham, and
is the only interactive media festival to be invited to
join the International Cooperation of Festi-
vals. Each event brings an increasing number of de-
velopers and notoriety .
IndieCade’s jury selects the most remarkable
games and ?nalists and awardees go on to successful
publishing deals, with offerings on platforms such
as Nintendo Wii, Xbox Live Arcade, Sony PSN,
as well as in museums around the world. IndieCade
?nalists and awardees continue receive awards and
recognition in the mainstream and related industries.
IndieCade’s 2010 screenings, interactive displays,
open gameplay , and conference programs are ex-
pected to draw at least 5,000 individuals and con-
ference attendees. Its public programming and grass-
roots social events will reach thousands more.
IndieCade attracts a dedicated audience of
savvy industry executives and professionals
interested in the cutting edge of digital media; game
developers, game creators, and artists; and
aspiring gamemakers and enthusiasts of all
ages.
15IndieCade:The International festival of Independent Games
Contact: Stephanie Barish (310) 999-1054 sbarish@indiecade.com PAGE 9
MEDIA AND PROMOTIONS
and more ...
Independent gamemakers, as well as their games and their art,
offer unique and compelling stories. A primary goal of
IndieCade’s festival and its lead-up showcases is to garner
major media attention for the event and its sponsors.
Aggressive traditional and innovative promotional plans
ensure that your brand bene?ts from this landmark event.
The following is a brief overview of the formal international
press IndieCade has received over the past year, ranging from
key features in large media outlets with audiences in the tens
of millions to international print and television coverage,
signi?cant game industry press, and blogs (not included
below). PDFs and hard copies are available.
Media Highlights:
•
Yahoo! Entertainment. Front-page feature, “Indie
Games gone Wild!” (estimated 20 million readers
daily)
•
Gamasutra. Features series covering “IndieCade
2009.”
•
MSNBC. Feature, Citizen Gamer, “When has a video
game ever made you cry?”
•
The Washington Post. Feature: “Independent
Games Take Flight.”
•
Edge Magazine. Editorial: “Driving Indie Games
from Margin to Center.”
•
Game Trailers TV . Exclusive coverage and inter-
views from throughout IndieCade 2010.
•
BBC and The Collective. Feature, “Gaming Crea-
tivity: Games Grow Up At Last.”
•
Gamer Magazine. Featured six-page spread in Latin
America’s largest print game publication.
•
PC Magazine. Featured six -page spread: Games of
IndieCade.
•
Los Angles Times. Feature, “The Video Game In-
dustry’s Sundance”
•
Brand X. “Pick of the Week.”
•
LA Weekly. “Pick of the Week.”
•
Forbes. “ Indie Game Developers Take Off.”
16IndieCade:The International festival of Independent Games
Contact: Stephanie Barish (310) 999-1054 sbarish@indiecade.com PAGE 10
ABOUT
INDIECADE: BOARD OF ADVISORS
• Seamus Blackley , Agent at Creative Artists Agency (CAA) • Fiona Cherbak, Director Business Development,
Theme Park Studios • Dr . Milton Chen, Executive Director of The George Lucas Educational Foundation
(GLEF) • Jason Della Rocca, former Executive Director of the International Game Developers Association
(IGDA) • Noah Falstein, President of The Inspiracy • Tracy Fullerton, Professor at the USC School of Cinematic
Arts and Director of the Electronic Arts Game Innovation Lab • Megan Gaiser, CEO Her Interactive •
Andy Gavin, Co-founder Naughty Dog and Co-founder Flektor • Carl Goodman, Deputy Director and Director of
Digital Media at the Museum of the Moving Image • John Hight, Director of Production and External
Development for Sony Computer Entertainment of America • Robin Hunicke, thatgamecompany • Henry
Jenkins, Director of Comparative Media Studies at Massachusetts Institute of Technology (MIT) • Hal
Josephson, President of MediaSense Inc., • Robert Khoo, President Business Development Penny Arcade Expo,
Child’s Play • Douglas Lowenstein, Founder and Former President of the Entertainment Software Association (E3)
and President of the Private Equity Council • Richard Lemarchand,Game Designer Naughty Dog • Lawrence
Lessig, Professor of Law at Stanford Law School and Founder and Executive Director of the Creative Commons •
Frans Mäyrä. Professor at the University of Tampere, Finland and DiGRA President • Jamil Moledina, A & R
Electronic Arts (EA Parnters) • Dr . Janet H. Murray , Professor and Director of Georgia Institute of
Technology Masters and PhD programs in Digital Media • Panu Mustonen, Mobile Strategist at Satama Interactive
and Evangelist for Finnish Neogames Center • Robert Nashak, General Manager West Coast Region at BBC •
Dave Perry , President and Founder of Shiny Entertainment and Founder GameConsultants.com • Josh
Resnick, President and Co-Founder of Pandemic Studios • Carolyn Rauch, Vice-President of Event Development
at IDG World Expo • Katie Salen, Executive Director of the Gamelab Institute of Play, and Associate Professor
at Parsons the New School for Design • Kellee Santiago, Co-Founder and President of thatgamecompany • Keita
Takahashi, Game Director at Namco Bandai • Will Wright, Game Designer and Co-Founder Maxis • Neil
Y oung, General Manager of ng:moco • Eric Zimmerman, Co-Founder and CEO of gameLab •
Mission: IndieCade supports independent game development and organizes a series of international showcases
and festivals for the future of independent games. It encourages, publicizes, and cultivates innovation and artistry
in interactive media, helping to create a public perception of games as rich, diverse, and culturally signi?cant.
IndieCade was founded in 2005, by a group of industry professionals and rebels.
4 out of 10 Americans play elec-
tronic games. IndieCade actively
reaches the standard demo-
graphic and beyond.
Here is more information on the IndieCade audi-
ence...
Fact: The average gameplayer is 33.
IndieCade: 65% between 18-34 and
25% are 40+
Fact: 62% of gameplayers are male, 38%
are female.
IndieCade: 58% male, 42% female
IndieCade: With occupations in the digi-
tal media and related industries, the audi-
ence determines cultural trends:
55% digital media
15% traditional media/arts
15% business and other
15% students and youth
25% - $100,000 (+)
60% - $50-100,000
15% - $50,000(-)
IndieCade 2009
Attendance
IndieCade Festival: 3,000
Siggraph: 25,000
E3: 35,000
IndieCade 2008
Attendance
CICAF/China: 480,000
E3: 6,500
PAX: 48,000
E for All: 15,000
GameCity: 10,000
2009 sales, demographics, and usage data,
ESA,Entertainment Software Association
IndieCade: A largely af?uent audience with disposable incomes and a ten-
dency toward the early adoption of technology and other trends.
IndieCade: The International Festival of Independent Games
Contact: Stephanie Barish (310) 999-1054 sbarish@indiecade.com PAGE 5
4 out of 10 Americans play electronic
games. IndieCade actively reaches the
standard demographic and beyond.
Here is more information on the IndieCade
audience:
Fact: The average gameplayer is 33.
IndieCade: 65% between 18-34 and 25%
are 40+
Fact: 62% of gameplayers are male, 38%
are female.
IndieCade: 58% male, 42% female
IndieCade: With occupations in the digital
media and related industries, the audience
determines cultural trends:
55% digital media
15% traditional media/arts
15% business and other
15% students and youth
IndieCade: A largely af?uent audience with
disposable incomes and a tendency toward
the early adoption of technology and other
trends.
25% - $100,000 (+)
60% - $50-100,000
15% - $50,000(-)
IndieCade 2009 Attendance
IndieCade Festival: 3,000
SIGGRAPH: 25,000
E3: 35,000
GameCity: 15,000
IndieCade 2008 Attendance
CICAF/China: 480,000
E3: 6,500
PAX: 48,000
E for All: 15,000
GameCity: 10,000
2009 sales, demographics, and usage data, ESA
VITALS
Mission: IndieCade supports independent
game development and organizes a series of
international showcases and festivals for the
future of independent games. It encourages,
publicizes, and cultivates innovation and
artistry in interactive media, helping to
create a public perception of games as rich,
diverse, and culturally signi?cant.
IndieCade was founded in 2005, its
advisory board includes luminaries and
rebels like Dave Perry , Will Wright, Neil
Young, and Keita Takahashi.
EEDAR
New York is DESIGN
THE NEW SCHOOL
is New York
EARN YOUR DEGREE AT
PARSONS THE NEW SCHOOL FOR DESIGN
Study with an international faculty of respected artists and
designers at the crossroads of art and design—New York
City. Recognized as one of the world’s top design schools,
Parsons offers undergraduate and graduate degrees in 34
areas of study including Animation, Communication Design,
Design and Technology, Digital Design, Information Design,
Interface Design, Robotics, and Web Design.
For more information about degree programs at Parsons,
contact admissions at 212.229.8989 or visit us online.
www.newschool.edu/parsons
An Af!rmative Action/Equal Opportunity Institution
Parsons is part of The New School, a leading university in New
York City offering some of the nation’s most distinguished
degree, certi!cate, and continuing education programs in
art and design, liberal arts, management and policy, and the
performing arts.
In grateful acknowledgement:
Presenting Sponsors:
Culver City Redevelopment Agency • Sony Pictures Entertainment
• Wonderful World Art Gallery • Gregg Fleishman Gallery • Ivy
Substation/ Actors Gang • The Culver Hotel
Principal Sponsors:
EA Partners • EEDAR • One PR Studio • Royal T • Rush Street •
Young & Rubicam
Contributing Sponsors:
ACM Siggraph• Best Buy • Gamecity • West?eld • XNA/XBox
Live Indie Games
Supporting Sponsors:
Adobe • Eagle Sports and Awards • Garage Games • Georgia
Institute of Technology • Her Interactive • IT University of
Copenhagen • National University • Parsons New School for
Design • Psychic Bunny • Stone Brewing • Thatagamecompany •
The Hollywood Hill • ThemePark Studio • Two Chairs, LLC •
Walt Disney Animation • USC Interactive Media Division • UCLA
Design Media Arts •
Private Patrons:
Jamie Lee Curtis • Jeff Roberts • Jon Burgerman • Jonathan Blow •
Sharon Sekhon • Keith Brodsky
Promotional / Media Partners:
Gaming Angels • Frag Dolls • Mary Margaret Network • IDG
World Expo • IGDA • LA Weekly
17 !
Contact: Stephanie Barish (310) 999-1054 sbarish@indiecade.com PAGE 1
IndieCade’s Presenting Sponsorship package is speci?cally tailored to place the Culver City Redevelop-
ment Agency at the core of the IndieCade festival and all of its marketing efforts. The Presenting Sponsor-
ship offers outstanding access and visibility for Culver City to our trend-setting attendees, as well as our
far-reaching media impressions. As Presenting Sponsors, the Culver City Redevelopment Agency would
be directly visible and accessible to creatives, developers, and decision makers in the industry from around
the world, as well as a signi?cant public audience of fans, players, enthusiasts, and accompanying media.
Standard $10,000 Presenting Sponsorship Bene?ts include:
•
Premiere positioning of company name, logo and link on IndieCade website
for 4 months.
•
Premiere positioning of company name and logo in all IndieCade digital
marketing for 4 months.
•
Premiere positioning of company name and logo in all IndieCade print mar-
keting for 4 months.
•
Premiere recognition in 3 national press release transmissions over 4-month
period.
•
Launch PR announcement as IndieCade sponsor during August 2010.
•
IndieCade attendee bag insert (your company provides 500 insert items).
•
Full-page color ad in event print program (your company provides artwork).
•
Opportunity to provide your own on-site signage (up to 6x3’, in addition to
inclusion in main event signage).
•
Eight all-access passes to IndieCade 2010 (includes VIP parties).
•
“Co-host” credit/status of a VIP party , or a component of the exhibition or
conference (you can select or we can select for you).
? Culver City name branding across all other 2010 IndieCade events (minimum
three events).
? Inclusion of demonstrations or promotional reel at all IndieCade events
(minimum three events).
? Logo placement on ?rst page of all printed programs at all IndieCade 2010
events (minimum three events).
? Premiere positioning of Culver City name and logo in all 2010 print, broad-
cast, and web advertisements.
? Logo placement on festival map.
Enhanced Sponsorship Bene?ts - Valued at $2,500:
•
Premiere positioning of company name and logo in all 2010 tv broadcast, radio, print, and web advertising.
? Extend the positioning of Culver City’s name, logo, and link on IndieCade’s website and digital marketing to six
months. This will include our worldwide outreach and publicity for our 2010 international announcements and
call for submissions.
? Opportunity for Culver City to provide an Open for Business conference session, as part of IndieCade and
also open to the public, about opportunities bringing your business to Culver City .
? Opportunities for Culver City School District Students as ?rst choice volunteers / docents / interns / public
assistants for the event.
? IndieCade will extend a 20% discount on all conference admission to all city employees.
? Invitations to Opening Gala will be extended to all recommended city of?cials.
IndieCade 2010 Sponsorship
Prepared especially for
Culver City Redevelopment Agency
Media Coverage Update: IndieCade is pleased to announce G4 TV on-board as a 2010 media sponsor.
Newly Added Bene?ts: Positioning of Logo and Company name @ IndieCade’s E3 booth.
ATTACHMENT 3
18
Chief Financial Officer Approva
Jeff Muir (by N Kimball)
City Attorney Approval:
Carol Schwab (by H. Baker) (04127110)
Agency General Counsel Approval:
Murray Kane: (04/21/10)
City Manager/Executive Director
Approval:
P. Lamont Ewell (04/28110)
City of Culver City, California
Agenda Item Report
Meeting Date: 05/03/10
Item Number: J-1
JOINT CITY COUNCILIREDEVELOpMENT :::AGENCY. :BOARD . AGENDA ITEM::
Consideration Of iflyitho::Purcpat:e Of la: $10,000 :Marketing Sponsorship': PaOkage:
as Part: of The International Festivals of Independent Games :2010 :(IndieCade)"
and (2): : :the:Pesignation of .indjeCiade as a City and!Agenoy4SponSored
COntatt:PersOnMept.: Jeremy Green, Pri.bhe Number: (310) 253-5764
Management Analyst
General Fund: Yes No [X] Fiscal Impact: Yes [X] No
Public Hearing: 0 • •Action Item: :: [X]: Attachments: ::[X]
Commission Action Required: Yes 0 No [X] Date:
Public Notification: (E-Mail) Downtown Business Association (04/13/2010); (E-Mail)
Chamber of Commerce (04113/2010); (E-Mail) Meetings and Agendas
Redevelopment Agency (04/28/10); (E-Mail); Meetings and Agendas — City Council
(04/28/10).
Department Approval:
Sol Blumenfeld (04/21/10)
RECOMMENDATION:
Staff recommends the Redevelopment Agency Board (Board):
Authorize the purchase of a $10,000 Marketing Sponsorship Package as part
of the Second Annual Culver City IndieCade Festival - The International
Festivals of Independent Games (Festival) to be held in downtown Culver
City from October 8-10, 2010; and,
The City Council and Redevelopment Agency Board:
Designate the Festival as a City and/or Agency-sponsored event.
BACKGROUND:
IndieCade was started by Creative Media Collaborative (CMC), an alliance of
industry producers and leaders. CMC was founded in 2005 by Ms. Stephanie
Barish to support independent game development. IndieCade strives to maintain
the artistry in the entertainment software (computer and video games) industry, a
$25 billion industry worldwide. The art which made computer and video gamesCity of Culver City, California
Agenda Item Report
so compelling has become an artistic genre and is now a new industry on its
own.
The Festival showcases the best of independent games, selected from a pool of
submissions, throughout the year. These games are on display and compete for
juried awards presented during the Festival.
The 2010 Festival will continue to celebrate independent video games and the
game-makers and artists who make them and to facilitate the production of new
works within the emerging independent game movement.
Last year, with IndieCade being hosted here in Culver City, there were 250
dedicated conference attendees and Festival attendance reached a total of 3,000
over the three day period. This year, the aim of IndieCade is to attract a larger
sector of the general public through new and various marketing outlets with an
expectation of 250-300 conference attendees and up to 5,000 Festival attendees
over three days.
Some successes from last year's Festival include:
• The hundreds of "Google web and blog alerts" before, during, and after the
Festival lead to articles describing the positive experiences had in Culver
City. Staff still receives an alert almost daily, mentioning the Festival and
Culver City, from around the world.
• The number of returning sponsors and the conversations with new and
larger corporations who show interest in sponsoring the 2010 Festival in
an even bigger way.
• Culver City Unified School District received $10,000 worth of computers,
which were donated by Disney, after they were used to display the games
as part of the Festival.
An IndieCade "wrap-up" document from last year's Festival has been provided by
Ms. Barish (Attachment 1). Examples of independent video games are available
on IndieCade's website at www.IndieCade.org .
Lastly, it is hoped that a positive experience at IndieCade will attract some of the
companies in attendance to relocate to Culver City.
DISCUSSION:
The Festival includes multiple components at various Culver City venues, each of
which must receive the required special event permit from the Culver CityCity of Culver City, California
Agenda Item Report
Committee on Permits and Licenses. The following are major events planned as
part of the Festival:
• A grand opening event
• Hands-on exhibitions of the juried, finalist games
• Salons, workshops and artist talks
• A game maker conference for professionals, enthusiasts and
aspiring gamemakers
• Previews and performances of new works
• An awards ceremony, reception and recognition event for the
selected gamemaker finalists
• Ongoing outdoor game play in Downtown
• Other networking and VIP events across multiple venues
Because of the very positive outcome of last year's Festival, IndieCade is
planning to return to Culver City. This year's venues will include restaurants, art
galleries, production studios and theatres located in or near downtown Culver
City. The Festival organizers will partner with the venue owners to more
effectively bring increased revenue to the venues. Breakfast and lunch "talks"
will increase business at local restaurants at non-peak business hours.
Additionally, outdoor game play will encourage attendees to patronize multiple
businesses in Downtown. It is expected that the Festival will continue to have a
positive economic impact throughout the City, including the Redevelopment
Project Area.
The total cost to produce the Festival is approximately $85,000 in hard costs. Of
the total cost to produce the Festival in 2009, at least $25,000 was spent in
Culver City. This year, up to $50,000 will be spent in Culver City, as the Festival
organizers expect to give more business to those who donated to the Festival
last year. In addition to direct expenditures by the producer in the City, the
attendees (estimated at up to 5,000) will also utilize Culver City businesses, stay
at Culver City hotels, and dine at Culver City restaurants during the three day
Festival.
Festival organizers selected Culver City because it exhibits a number of values
important to independent game producers and players, including: the City's
support of the arts, the City's socially relevant and educational environment, and
the City's walkable and vibrant downtown area. All of which are seen as part of
the Culver City brand.
Culver City Marketing Opportunities:
The Festival will be marketed through publicists at ONE PR Studio and ad
agency Young and Rubicam and will include a media release to all Los Angeles
based press contacts that cover entertainment and calendar sections of
newspapers. A finalists' "game roll-out" will start 30 days before the Festival,City of Culver City, California
Agenda item Report
including introduction of one game per day. Other marketing will include flyers,
posters, and postcards in relevant locations, promotional e-mails, media
sponsorships (usually blogs), social networking (Twitter and Facebook), and
through social change networks and media.
• The best opportunity to market the Festival to the industry will occur at E3
Expo trade show for computer, video games and related products, this June
15-17, 2010 at the LA Convention Center. Culver City information will be
disseminated not only to the independent games industry but to the global
interactive entertainment industry.
• Business relocation: Currently there are few independent gaming business
offices in Culver City, although one of the largest corporate gaming
companies, Electronic Arts, is located just outside of Culver City. The Festival'
will draw participants to Culver City, some of whom may be encouraged to set
up business in town. lndieCade has offered Culver City the opportunity to
host a conference session for Culver City to speak directly to the community
and the public.
• Business attraction marketing: Information on the several programs offered by
the City and the Agency to businesses considering relocation or expansion to
Culver City will be disseminated to a targeted, desirable demographic.
• General Marketing: Attendees will once again travel from national and
international origins (including Asia, Latin America, Europe, and Australia)
which provides a unique opportunity for both the City and the Agency to
present Culver City to an international clientele.
City and Redevelopment Agency information will be disseminated at all pre-
events and at the Festival, including the following documents: the Open for
Business Guide, the Chamber Map, the demographics pages for Culver City and
other marketing pieces that will be designed specifically for this Festival with a
message to encourage business relocation to Culver City. Additional marketing
tools include a webpage on the IndieCade.com website that encourages
business relocation and an advertisement with that same message in the printed
program for the Festival. Further, IndieCade will take all marketing pieces to
industry events in Canada and England, making the reach international.
Staff believes that the unique opportunity to market and potentially attract new,
desirable and high-wage providing business and patrons to Culver City merits the
Agency's purchase of the Marketing Sponsorship Package. It is staffs hope that
this effort will result in new game businesses moving or expanding to Culver City.
It is a green industry with well paid, design oriented employees, which will be
complimentary to other existing business sectors (art, architecture, television and
movie production, design, graphics, etc.) in Culver City.City of Culver City, California
Agenda Item Report
As an additional benefit, staff believes the Festival will generate increased
pedestrian activity and increased sales for the area. As an annual event, the
expectation is for the Festival to grow each year and become synonymous with
Culver City.
Culver City Sponsorship Package
Last year the Redevelopment Agency purchased a $10,000 Marketing
Sponsorship Package for a discounted cost of $8,500. The Agency received a
$1,500 discount because Culver City became a sponsor after the IndieCade
marketing program had already begun. This year the request is for the Agency
to become a Presenting Marketing Sponsorship at the $10,000 level (Attachment
2), with opportunities for enhancements of an additional $2,500 for a total value
of $12,500. The sponsorship will provide the following benefits, added specifically
for Culver City (Attachment 3): 1) an increase in the advance marketing from 4
months to 6 months, including Culver City marketing information in media blasts
for the final deadline for submissions of games, which has already received
significant media attention; 2) an opportunity for Culver City to provide an Open
for Business conference session, also open to the public, about opportunities to
bring gaming and other businesses to Culver City.
IndieCade requests that the City and/or the Agency designate the Festival as a
City and/or Agency-sponsored event so that IndieCade information may be
placed on the City website and at City Hall.
Staff recommends that the Board approve an expenditure of $10,000 and
designate the Festival as an Agency-sponsored event. Staff also recommends
the City Council designate the Festival as a City-sponsored event. Staff expects
that at least $1,000 of staff time will be utilized in the planning and promotion for
this event.
Compliance with City Council Policy 2008-01
To be "Sponsored" by the City or Redevelopment Agency, an event must
comply with Culver City Municipal Code (CCMC) Section 17.330.040.B.7.b.ii.
confirming that the following criteria have been met: The City and/or
Redevelopment Agency is (a) participating in an official capacity in the
planning, preparation or promotion of the event or activity; and (b) contributing
25% of the total estimated costs of the civic event or activity, or at least $1,000,
whichever is less. This contribution may take the form of funds, labor, staff time,
materials, a waiver of fees, or any combination of the foregoing.
The CCMC clearly requires both (a) AND (b) to be met. In addition, the use of
City staff resources, equipment, etc., for an event does not in and of itself
constitute participation in the event by the City in an "official capacity" in the
planning, preparation or promotion of the event. Further, in accordance withCity of Culver City, California
Agenda Item Report
the City Council Policy 2008-01 regarding Community Organizations, in
addition to meeting the above-referenced criteria, in order for an event to be
considered City-sponsored and/or Redevelopment Agency-sponsored, the City
Council and/or Redevelopment Agency, must determine, by specific action, that
the above criteria have been met.
In summary, in order to be eligible to promote their Festival on the City website,
the City Council and/or the Redevelopment Agency would need to take both of
the following actions:
(1) determine that IndieCade is a City and/or Agency-sponsored event AND (2)
determine to support the event in an amount no less than $1,000, which may
take the form of a fee waiver.
FISCAL ANALYSIS:
If the Agency were to participate in the form of a $10,000 cash sponsorship, the
funds would come out of the Agency's Economic Development Program
marketing services (55090200) from Fiscal Year 2009-2010. Sufficient funds are
available to fund this request.
Staff expects that this is the last request for event assistance/sponsorship for
Fiscal Year 2009-2010. Staff plans to bring a policy discussion to the Council and
Agency regarding future event sponsorships prior to Fiscal Year 2010-2011.
ATTACHMENTS:
1. Wrap-up presentation from IndieCade 2009.
2. IndieCade Sponsorship package.
3. Culver City Value Added IndieCade Sponsorship package.
MOTION:
That the City Council:
1. Designate the Festival a City-Sponsored event.
AND
That the Redevelopment Agency Board:
1. Approve the purchase of a $10,000 Marketing Sponsorship Package; and,
2. Designate the Festival an Agency-sponsored event.