City of Culver City, California
Agenda Item Report
Meeting Date: 12/07/09 Item Number: J-1
JOINT CITY COUNCIL/REDEVELOPMENT AGENCY BOARD AGENDA ITEM:
Discussion of and Comment on 2010 Taste of the Nation Los Angeles Event;
Consideration of Authorization to Provide Staff Services, Waiver of Redevelopment
Agency and City Fees; Designation as a City- and/or Agency-Sponsored Event; and
Authorization of up to $19,500 in Expenditures and Waivers.
Contact Person/Dept.: Jeremy Green,
Management Analyst
Phone Number: (310) 253-5764
Fiscal Impact: Yes [X] No [] General Fund: Yes [] No [X]
Public Hearing: [] Action Item: [X] Attachments: [X]
Commission Action Required: Yes [] No [X] Date: _______________
Public Notification (): Share Our Strength (11/19/09); Downtown Business Association
(11/19/09); Chamber of Commerce (11/19/09); Agendas and Meetings – City Council
(12/02/09); Agendas and Meetings – Redevelopment Agency (12/02/09)
Department Approval:
Sol Blumenfeld (11/24/09)
Agency General Counsel Approval:
Murray Kane 11/24/09
City Attorney Approval:
Carol Schwab (by H. Baker) (11/30/09)
Chief Financial Officer Approval
Mark Scott (by N. Kimball)(12/01/09)
Executive Director/City Manager Approval
Mark Scott (12/2/09)
RECOMMENDATION:
Staff recommends that the City Council and the Redevelopment Agency Board
discuss and provide comment on the 2010 Taste of the Nation Los Angeles event;
and consider i) authorizing the use of staff to assist the Share Our Strength
organization in the production of the event; ii) designate Taste of the Nation Los
Angeles as a City- and or Agency-sponsored event; and iii) authorize the
expenditure of $15,000 in Redevelopment Agency funding for Agency approved
expenses, reimbursement to the City for staff time and fee waivers and other related
expenses and consider an additional request of $4,500 from the Economic
Development budget (Account No. 55090200.610200 “Marketing Services”) above
the budgeted and appropriated amount for a total authorization of $19,500.
BACKGROUND:
Taste of the Nation Los Angeles
For the past five years, the Taste of the Nation Los Angeles event (Event) has been
conducted in Media Park bringing together the finest chefs for a food and wine
tasting festival . The event is managed and promoted by Share Our Strength, with
the goal to raise money to end childhood hunger throughout the United States.
City of Culver City, California
Agenda Item Report
Over the prior years Culver City staff has worked with Share Our Strength to conduct
the event due to the positive marketing impacts and public exposure it creates for
downtown and Culver City as a whole.
DISCUSSION:
As proposed, the 2010 Event will take place on Sunday, June 6, 2010. Including
this year’s request, if approved, Share our Strength will have received over $50,000
in assistance from the Agency and City from 2008 through the 2010 event. The
event continues to grow in popularity and has become synonymous with Culver City.
Each year the request for City/Agency assistance increases, mostly due to increases
in rates and fees. Staff asked the organizers if there might be additional promotional
activity that could be offered by Share our Strength for the continuous and increased
annual support. One recommendation was to rename the event “Taste of the Nation
Culver City” to reflect the event’s location. Share our Strength has indicated that they
are unable to rename the event. However, they have charged their marketing team
with the task of creating a promotional package which would provide additional
publicity and awareness of Culver City and City and Agency support, enhancing the
economic impact that the event will provide to Culver City.
Use of Media Park
The Ivy Substation and Media Park are located near the easternmost portion of
downtown Culver City. While both the Ivy Substation and Media Park are located
outside of Culver City’s corporate limits in the City of Los Angeles, they are used and
managed by the Agency pursuant to a long-term lease between the Agency and the
City of Los Angeles. Pursuant to the terms of the Media Park Lease with the City of
Los Angeles, the past Events have been allowed to serve alcohol as part of the City
of Los Angeles’ permit process for special events.
A previous complaint about trash left behind after the 2006 Event prompted staff to
provide additional sanitation staff and supplies for the following year to address the
issue. Since these measures were implemented, there have been no further
complaints. Staff has arranged for the same level of sanitation services for the 2010
event and anticipates that this year’s event will be equally successful.
City/Agency Sponsorship
Share our Strength requests that the Agency allow the organization to post banners
in the public right-of-way to advertise the event and to pay for the costs of the
banners and provide a waiver of permit fees. While the out-of-pocket expenditure
was not approved in 2008, it was approved for the 2009 event. A copy of an excerpt
from the minutes of the City Council meetings where these items were discussed is
provided for the City Council’s ease of reference.
City of Culver City, California
Agenda Item Report
Section 17.330.040 of the Culver City Municipal Code (CCMC), relating to Signs in
the Public Right-of-Way, provides for certain exceptions to posting signs in the public
right-of-way (which is generally prohibited). One such exception is for signs relating
to the “promotion of civic events and activities” where those events and activities are
“organized or sponsored by the City or Redevelopment Agency.” (CCMC Section
17.330.040.B.7.a)
To be “Sponsored” by the City or Redevelopment Agency, an event must comply
with 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 requires both (a) AND (b) to be met. In addition, the use of 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 with the City Council
Policy 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 for a banner, the City and/or the Redevelopment
Agency would need to take both of the following actions:
1. determine that the Event is a City- and/or Agency-sponsored event;
and,
2. determine to support the Event in an amount not less than $1,000,
which may take the form of a fee waiver.
Share our Strength requests that the City and Agency consider whether to designate
the 2010 Event a sponsored event, based upon the above criteria. Should either the
City or Agency take both of these actions, appropriate language would be included
in the License Agreement to reflect these actions, thereby granting the request for
banners. The City Council and Board should also consider whether the City’s
continuing contributions related to staff support and fee waivers should be
recognized in renaming the event Taste of the Nation Culver City in the future.
City of Culver City, California
Agenda Item Report
FISCAL ANALYSIS:
The Share Our Strength October 5, 2009 letter requests almost exactly the same
level of assistance from the City and Agency for the 2010 Event. The only change is
Share Our Strength’s request for the City and/or Agency to pay an additional $500 in
hard costs for a second three-compartment sink, which was paid for by Taste of the
Nation last year. Any other additional increase from last year to this year’s costs
reflects an increase in staff rates or hourly needs, a change in permit fee costs or an
increase in costs to provide the same level of service from outside organizations. A
complete table of cost comparisons for the 2008 and 2009 Events and the proposed
2010 Event is included as Attachment 2.
City Costs:
Approximately $1,056 in City permit and inspection fees from the Finance
Department, Public Works Department and Fire Prevention Division are requested to
be waived, and approximately $1,500 will be incurred as in-kind costs (Public Works
and Sanitation staff time). In addition, if designated as a sponsored event and the
City/Agency decides to allow a banner in the public right-of-way, the request
includes a waiver of the $237 sign permit fee and $464 of in-kind costs for Public
Works staff to install the banner. This equates to a total of $701, which would bring
the total City cost to $3,257.
Agency Costs:
Staff believes that it will be necessary to utilize one staff member for approximately
80 hours to complete all of the tasks. Assuming an average hourly rate of $55 for a
Management Analyst (includes salary and benefits), this equates to Agency costs of
approximately $4,400.
In addition, Share our Strength is again requesting out-of-pocket expenditures for
portable toilets, security costs, fencing around the perimeter of the park, traffic
control services, costs for a three-compartment sink, valet parking service for 200-
350 vehicles, and $1,000 in miscellaneous fees to allow for any additional expenses
that typically occur for a total of $9,772.
If designated as a sponsored event and the City/Agency decides to allow a banner in
the public right of way, the request includes $2,000 in costs for the
production of the banners. This would bring the total Agency cost to $16,172.
The total cost of the request, including staff time and fee waivers, is approximately
$19,429 ($16,172 Agency, $3,257 City). For the Agency, this is comprised of $4,400
in-kind costs and up to $11,772 in direct expenses. For the City, this is comprised of
$1,293 in fee waivers and $1,964 in in-kind costs.
City of Culver City, California
Agenda Item Report
This is approximately $4,500 more than the $15,000 appropriated (in Account No.
55090200.516600 Special Events & Meetings) for the 2010 Event in the Adopted
2009-2010 budget. Additional funds could be made available in the Economic
Development budget (Account No. 55090200.610200 Marketing Services) that can
be administratively transferred to the appropriate account to cover the additional
expense; therefore, no budget amendment is needed. However, the City
Council/Agency Board may decide not to approve all of the expenses, waivers, and
in-kind costs requested by Share Our Strength as transferring the additional funds
from the Marketing Services account would reduce the amount of funding available
for other marketing services.
Last year, $18,435 was approved for expenses and waivers; $15,000 was
appropriated in the budget and the additional funds were transferred administratively
from Economic Development budget account for Marketing Services.
ATTACHMENTS:
1. Share Our Strength’s letter dated October 5, 2009.
2. Costs table for 2009 and 2010.
3. Minutes from the March 17, 2008 and December 15, 2008 meetings.
MOTION:
That the City Council:
1. Discuss and provide comment on the Taste of the Nation event; and,
2. Designate the 2010 Taste of the Nation a City-sponsored event; and,
3. Authorize the use of City staff to assist the Share Our Strength Foundation in
the organization, marketing, and production of the Taste of the Nation event in
Media Park, provided that the Culver City Redevelopment Agency reimburses
the City in the amount of $4,500 for such services.
That the Culver City Redevelopment Agency:
1. Discuss and provide comment on the Taste of the Nation event; and,
2. Designate Taste of the Nation an Agency-sponsored event; and,
3.A. Authorize the expenditure of staff time and expenditures to conduct the Taste of
the Nation event in the amount of $15,000 as budgeted;
OR City of Culver City, California
Agenda Item Report
3.B. Authorize the expenditure to be $_________________, and,
4. Authorize reimbursement to the City in the amount of $4,500 for anticipated
expenditures related to the Taste of the Nation Event from the Economic
Development budget, Account No. 55090200.516600 “Special Events &
Meetings.”
MEETING DATE: December 7, 2009
AGENDA ITEM: Joint Item: Discussion of and Comment
on 2010 Taste of the Nation Los Angeles
Event; Consideration of Authorization to
Provide Staff Services, Waiver of
Redevelopment Agency and City Fees;
Designation as a City- and/or Agency-
Sponsored Event, and Authorization of up
to $19,500 in Expenditures and Waivers.
ATTACHMENTS
Pages
1. Share Our Strength’s letter dated October 5, 2009 1 – 2
2. Cost table for 2009 and 2020. 3
3. Excerpt from Minutes of the December 15, 2008 4 – 5
Redevelopment Agency meeting.
PO BOX 7465
Laguna Niguel, CA 92607
949-481-7792
www.strength.org
October 5, 2009
SOL BLUMENFELD
DIRECTOR OF COMMUNITY DEVELOPMENT
CULVER CITY
CULVER CITY, CA
Dear Sol,
On behalf of the committee and Share Our Strength, thank you ever so much for
considering hosting the event again this year. We truly feel that we have found a
home in Culver City and hope you feel the same way.
As we enter the 22
nd
year, we know that this year will once again bring the finest chefs
together to help end childhood hunger. The event will be held on a Sunday, June 6,
2010. We are hopeful that this year will mark our sixth successful year in Culver City.
As a host sponsor you will set the industry standard for community engagement while
attracting attention and recognition from current and potential clients, business
leaders, community groups, and your own employees. Taste of the Nation Los
Angeles will not only engage these constituencies for a common cause, it will
Position Culver City as the leader in the local component of a nationwide fight
to end childhood hunger;
Communicate the city’s marketing message to a key audience: high-income
earners who are well-educated, enjoy comfort and style, and care about the
community;
Serve as a positive public relations opportunity through local and national
broadcast and print media channels;
Strengthen and reinforce customer relationships in your market through a
turnkey national/local campaign; and
Demonstrate your exemplary corporate citizenship, and your dedication to
improving the lives of children and working families in Culver City and the
greater Los Angeles area.
Share our Strength to provide:
Category exclusivity
Recognition in all marketing materials
Local and national broadcast and print media channels
Opportunity for representative of Culver City to judge the celebrity chef cook-off
Recognition during opening remarks
One full-page ad in event program
Logo and link on event Web site
10 volunteers to help with clean up throughout and after the event.
Procurement of all required Los Angeles paperwork, signatures and permits will
be secured by Share our Strength
Culver City to provide:
ATTACHMENT 1
1
PO BOX 7465
Laguna Niguel, CA 92607
949-481-7792
www.strength.org
Meeting Room for 10-12 for five or six volunteer committee meetings.
A Culver City liaison at meetings and on site all day the Saturday before the
event and day of the event.
A license agreement allowing for use of Media Park and Canfield
Redevelopment Agency parking lot on June 5 and 6 for event and event set up.
Notification to parking lot users of lot closure.
4 crew members for 8 hours to empty trash during and after the event.
Recycling receptacles, normal trash cans in the park and dumpsters for both
recycling and regular trash
Garbage collection services for the event
Assistance in securing all Culver City permits and fees and provide and
information for LA permits process.
Valet parking service at City/Agency costs for 250 - 300 cars.
Parking or parking passes for 80-100 volunteer cars on day of the event and for
15-40 volunteers on the day before. Parking for volunteers for day of event to
Power and phone lines to the stage and auction area from Ivy Sub Station.
Costs for two three compartment sinks, secured by Share Our Strength, as
required by County Health.
Written confirmation that The Actors’ Gang will eliminate two performances
from their regular schedule and provide full access to Actors’ Gang reserved
parking spaces on June 5 and 6, 2010 and allow limited access to Ivy Sub
Station for electrical/phone/green room. Culver City liaison to develop
agreement between the parties.
Approve plans for and execute street closures from day prior until the evening
day of the event. To include processing all permits, procuring and submitting all
paperwork and required signatures for Culver City. All LA paperwork,
signatures and permits will be secured by TON.
Communicate side street closures to tenants of businesses along Canfield
Blvd. prior to day of the event.
Costs for security services approved by Agency and secured by Share our
Strength. Services to occur from 5pm day prior to 9am day of the event
morning.
Costs for Port-a-pottys and fencing, engaged by Share our Strength, to be
placed around the park by Share our Strength.
Costs for Traffic Control Services to close off Streets for event.
Approve, produce, and install Taste of the Nation Banners in downtown Culver
City in the three designated locations across the public right-of-way.
Promote Share Our Strengths’ Taste of the Nation to customers and in local
community through posting on community calendar and other spaces on the
city website, through e-gov. notification two weeks prior to event.
.
Thank you for your assistance. We look forward to working together again this year.
Sincerely,
Judy Walker
CA Director
2Taste of the Nation
Request for Assistance
Comparison
Agency costs: ESTIMATED 2009 ACTUAL 2009 ESTIMATED 2010
In Kind Costs
staff person $4,400.00 $4,400.00 $4,400.00
Expenditures:
Portable toilets 1,428.00 1,449.00 1,450.00
Banners (3) production 2,000.00 1,997.00 2,000.00
Security 300.00 252.00 250.00
Fencing 2,965.00 1,651.00 2,000.00
Valet Parking 2,060.00 2,348.00 2,822.00
Three compartment sink 500.00 400.00 1,000.00
Traffic Control 525.00 1,000.00 1,250.00
Miscellaneous Contingency 1,000.00 1,000.00
Total costs for Agency 15,178.00 13,497.00 16,172.00
City Costs: ESTIMATED 2009 ACTUAL 2009 ESTIMATED 2010
Fees: Fees:
Treasury permits* 36.00 36.00 36.00
Fire Prevention permit 520.00 520.00 520.00
Banner permit 237.00 237.00 237.00
street closure 500.00 500.00 500.00
Staff Time (In Kind Cost)
sanitation 1,500.00 1,500.00 1,500.00
banner installation costs 464.00 464.00 475.00
Total cost for City 3,257.00 3,257.00 3,268.00
TOTAL COSTS 18,435.00 16,754.00 19,440.00
*special event permit fee.
ATTACHMENT 2
3ATTACHMENT 3
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