City of Culver City, California
Redevelopment Agency Agenda Item Report
1
RECOMMENDATION:
Staff recommends the Culver City Redevelopment Agency (“The Agency”) award a
Professional Services Agreement to Gary Mandell to provide Music Producer
services for the 2008 Culver City Music Festival (“Festival’).
BACKGROUND:
The 2007 Culver City Music Festival drew thousands of patrons into Downtown
Culver City on Thursday nights over an eight week period in July and August. This
annual Agency-funded program features distinguished, professional musical artists
performing for community members and visitors to Culver City. The concerts
generate positive publicity for Culver City and provide a potential additional customer
base for Downtown restaurants and other businesses
A survey was offered at each performance to elicit information on the economic
impact of the Festival and the public’s interest in musical offerings. The survey
revealed that patrons were interested in a wide variety of musical styles and that
60% of respondents were dining in Culver City prior to the concerts and that 46%
planned to dine in the City after the concert. The Redevelopment Agency budget for
the event was $70,000 and there was $10,000 in sponsorship money available.
The Music Producer for the 2007 Culver City Music Festival was Mr. Gary Mandell.
Mr. Mandell’s responsibilities in 2007 focused on the recommendation, negotiation
and coordination of musical artists for the concert series. Mr. Mandell’s contract
expired in September 30, 2007.
Meeting Date: 02/04/08 Item Number: A-1
AGENDA ITEM: Award of Professional Services Agreement to Gary Mandell to
provide Music Producer services for the 2008 Culver City Music Festival.
Contact Person/Dept.: Todd Tipton Phone Number: (310) 253-5783
Fiscal Impact: Yes [X] No [] General Fund: Yes [] No [X]
Public Hearing: [] Action Item: [X] Attachments: [X]
Public Notification: Chamber of Commerce (01/31/08); Downtown Business Association
(01/31/08); Cultural Affairs Commission (01/31/08); Master Notification List (01/31/08);
producers that responded to the RFP (01/31/08).
Department Approval:
Sol Blumenfeld (01/30/2008)
Exec. Director Approval:
Jerry B. Fulwood (01/30/2008)
Fiscal Impact Review:
Jeff Muir (by M. Noller)(01/30/08)
City of Culver City, California
Redevelopment Agency Agenda Item Report
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Staff was responsible for the contracting of the musical artists as well as the
negotiating and contracting with all other Festival crew. Staff was also responsible
for the marketing, production management, artistic relations and house management
for the concert series.
Because Mr. Mandell’s contract expired and based on direction from the Economic
Development Subcommittee and the City Manager, staff prepared and issued a
Request for Proposals (“RFP”) from qualified Music Producers. The subcommittee
directed staff to include in the RFP the opportunity for the Music Producer to accept
responsibility for marketing the event.
Staff compiled the list of candidates to contact for proposals based upon research of
local music festivals, recommendations from individual Cultural Affairs
Commissioners and lists of former Music Producer candidates. The RFP’s
description of the Music Producer responsibilities included the following elements:
1) Researching and Recommending Musical Artists to Agency Subcommittees
2) Negotiating, Booking and Contracting with Musical Artists
3) Production Management
a. Additional Lighting Equipment
b. Sound Equipment and Crew
c. Stage Management of Performance
4) House Management
a. House Manager
b. Security Guard
c. Supervision of Pattachia Overflow Room (Artists Green Room)
As previously mentioned, the RFP included an opportunity for a Music Producer to
assume responsibility for marketing of the Culver City Music Festival:
5) Marketing
a. Press Releases
b. Advertisements
c. Flyer/Brochure
d. Program
The budget available for the Music Producer Services in 2008 is dependent on
whether marketing services are included. The RFP proposed a budget range
between $45,000 and $55,000. Remaining budgeted funds will be used to pay for
supervisorial assistance during the event and to pay Haynes Building Services for
the set-up and strike of the production elements of the Festival - the stage, chairs,
lighting, aisle taping, event signage and janitorial maintenance - which transform City
Hall Courtyard into a concert venue. City of Culver City, California
Redevelopment Agency Agenda Item Report
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Staff will retain the responsibility for planning and implementing a Sponsorship
Program for the Culver City Music Festival. Sponsorship monies have been used to
enhance the audience experience in the venue as well as the marketing efforts. Staff
will also be responsible for supervising each performance of the Culver City Music
Festival.
DISCUSSION:
Music Producer
The RFP was sent to twenty music and festival producers in Los Angeles County.
Five responded with proposals by the deadline of January 22, 2008. Subsequent to
staff review of the proposals, the Economic Development Subcommittee reviewed
each proposal and interviewed each candidate.
The criteria for selection were:
1 – Producing Experience
2 – Understanding of Festival as a Redevelopment Tool
3 – Event Management Plan
4 – Marketing Plan
5 – Partnership Skills
The five candidates are listed below in alphabetical order:
1 – Buffalo Head Productions
2 – CARS (Community Arts Resources)
3 – Mitch Glickman
4 – Gary Mandell, Boulevard Music Productions
5 – South Bay Entertainment Group
The subcommittee has recommended that Mr. Gary Mandell be engaged as the
Music Producer for the 2008 Culver City Music Festival. The subcommittee’s
recommendation is based on Mr. Mandell’s:
• Prior experience and performance;
• Marketing experience and desire to take a leadership role in marketing the event
to a wider audience;
• Desire to take a leadership role in the management of the event by accepting
responsibility for contracts, permits and other needs of the various artists; City of Culver City, California
Redevelopment Agency Agenda Item Report
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• Desire to produce the highest quality events with the best artists at the best price
for the City;
Further, the subcommittee recommends that Mr. Mandell be awarded $55,000 for
the following services:
Concert Production
Performances $20,000
Sound company $10,000
Green Room Assistance $ 800
Security $ 1,200
Misc. Production $ 3,000
Producer $10,000
Total $45,000
In addition, Mr. Mandell will be responsible for managing the artists, and preparing
and implementing a marketing plan that will be reviewed and approved by the
Economic Development Subcommittee. The marketing plan may include concert
fliers, concert posters, ads in local papers, ads in the LA Times and LA Weekly,
graphic design, press releases to media, cable TV ads and overall supervision. The
total cost for the marketing efforts is $10,000.
The Agency will retain the remainder of the $70,000 for production management of
the venue.
Should the Agency Board approve this Agreement, staff and the Economic
Development Subcommittee will finalize the contract with Mr. Mandel and submit it
to the Agency’s Executive Director for execution. Mr. Mandell will then commence
work to prepare a marketing plan and a proposal of musical artists for the 2008
Festival, which will be due no later than March 31, 2008. The Economic
Development Subcommittee will review Mr. Mandell’s submittals based on the
objectives below.
Concert Series Objectives
Staff wanted to reaffirm with the Agency what it believes to be the
objectives/priorities of the Culver City Music Festival. Staff recommends the Festival
should:
1. Act as an economic catalyst; City of Culver City, California
Redevelopment Agency Agenda Item Report
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2. Increase the City’s exposure and notoriety in print, radio and television
advertising;
3. Increase the number of residents and non-residents that patronize Culver City
Businesses;
4. Make residents and non-residents aware of Culver City’s renaissance as a
destination for dining, shopping, and cultural events;
5. Increase resident and non-resident awareness of musical genres by
contracting with a wide variety of artists of the highest caliber;
6. Act as a community catalyst.
FISCAL ANALYSIS:
The total approved amount for the Culver City Music Festival in FY 2007-08 is
$70,000. This funding was appropriated in the Culver City Music Festival Program
(55094410) during the budget process. The Music Producer will receive up to
$55,000 to execute the agreed upon responsibilities of the position and the Agency
will use the remainder to fulfill its responsibilities for the Festival .
Because the Festival occurs at the time when one fiscal year is ending and another
beginning, funding has been spread across two fiscal years. This resulted in half of
the budgeted funds being used to pay expenses from the prior fiscal year. Because
of this, the Festival Program currently has a balance of approximately $33,000. This
approach is confusing and makes it difficult to accurately account for Festival
expenditures.
To rectify this situation, staff recommends that the Agency authorize a budget
transfer of $37,000 from RDA account 59190400.619800 to the Culver City Music
Festival account 55094410.619800. This one-time action will “break the cycle” and
allow staff to encumber the entire $55,000 now instead of encumbering half now and
half at the beginning of Fiscal Year 2008-09.
ATTACHMENTS:
Exhibit A – Request for Proposal
Exhibit B – Culver City Music Festival Survey
Exhibit C – 2007 Culver City Music Festival Survey Results
Exhibit D – 2007 Culver City Music Festival Program
Exhibit E – Music Producer Proposals
Exhibit F – Criteria for Evaluating Candidates / Interview Questions
Exhibit G – Sample Score Sheet
City of Culver City, California
Redevelopment Agency Agenda Item Report
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MOTION:
That the Culver City Redevelopment Agency:
1. Approve a Professional Services Agreement with Mr. Gary Mandell for
services as Music Producer for the 2008 Culver City Music Festival in
an amount not to exceed $55,000;
2. Authorize staff to transfer $37,000 from 59190400.619800 to
55094410.619800;
3. Authorize the Economic Development Subcommittee to oversee the
final contract negotiations, artist list and marketing plan;
4. Authorize the Agency General Counsel to review/prepare necessary
documents and authorize the Agency’s Executive Director to those
documents on behalf of the Agency; and
5. Reaffirm the objectives/priorities of the Culver City Music Festival.
MEETING DATE: February 4, 2008
AGENDA ITEM: Consideration of candidates for Music Producer position of
the 2008 Culver City Music Festival.
ATTACHMENTS Pages
1. Request for Proposal 1-6
2. Culver City Music Festival Survey 7
3. 2007 Culver City Music Festival Survey Results 8
4. 2007 Culver City Music Festival Program 9-12
5. Buffalo Head Productions: Music Producer Proposal 13-43
6. Community Arts Resources: Music Producer Proposal 44-70
7. Glickman, Mitch: Music Producer Proposal 71-77
8. Mandell, Gary: Music Producer Proposal 78-85
9. South Bay Entertainment Group: Music Producer Proposal 86-91
10. Criteria for Evaluating Candidates / Interview Questions 92-93
11. Sample Score Sheet 94