City of Culver City, California
Agenda Item Report
Meeting Date: 04/11/11 Item Number: J-2
JOINT CITY COUNCIL/REDEVELOPMENT AGENCY BOARD AGENDA ITEM: (1)
Approval of the Purchase of a $10,000 Marketing Sponsorship Package as Part
of The International Festival of Independent Games 2011 (IndieCade); and (2)
Designation of IndieCade as a City- and Agency-Sponsored Event.
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: (E-Mail) Downtown Business Association (04/05/2011); (E-Mail)
Chamber of Commerce (04/05/2011); (E-Mail) Meetings and Agendas –
Redevelopment Agency (04/28/10); (E-Mail); Meetings and Agendas – City Council
(4/06/11).
Department Approval:
Sol Blumenfeld (04/05/11)
City Attorney Approval:
Carol Schwab (by H. Baker) (04/06/11)
Agency General Counsel Approval:
Murray Kane: (04/05/11)
Chief Financial Officer Approval:
Jeff Muir (by M. Noller) (04/06/11)
City Manager/Executive Director
Approval:
John Nachbar (04/08/11)
RECOMMENDATION:
Staff recommends the City Council and the Culver City Redevelopment Agency
Board (Agency Board) authorize the purchase of a $10,000 Marketing
Sponsorship Package as part of IndieCade Festival 2011 - The International
Festivals of Independent Games (Festival) to be held in downtown Culver City
from October 6-9, 2011, and 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 games
so compelling has become an artistic genre and is now a new industry on its
own.
City of Culver City, California
Agenda Item Report
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 2011 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, IndieCade doubled its attendance for the second year in a row: there
were over 500 dedicated conference attendees and Festival attendance reached
a total of 6,000 over the three day period.
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 alerts from around the world on almost a daily
basis mentioning the Festival and Culver City.
• The number of returning sponsors and the conversations with new and
larger corporations who show interest in sponsoring the 2011 Festival at
even higher levels than were available in the past.
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.
DISCUSSION:
The Festival includes multiple components at various Culver City venues, each of
which must receive the required special event permit from the Culver City
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
City of Culver City, California
Agenda Item Report
Because of the very positive outcome of the Festival over the last two years,
IndieCade is planning to return to Culver City for the third year in a row. This
year’s venues will include additional restaurants, art galleries, production studios
and theatres located in or near downtown Culver City. The Festival organizers
will partner with the venue owners to continue to 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.
This year IndieCade continues to strive to attract a larger sector of the general
public through new and various marketing outlets with an expectation of an
additional 15% increase in attendees over three days of public events and an
additional day for conference attendees and press opportunities.
In 2011 it is forecast 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 originally selected Culver City (and are proposing to return for
the third straight year) because our City 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 Economic Benefits:
• MARKETING:
o 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, 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.
o The best opportunity to market the Festival to the industry will occur at
E3 Expo trade show for computer, video games and related products, City of Culver City, California
Agenda Item Report
to be held this June 7-9, 2011 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.
o City and Redevelopment Agency information will be disseminated at all
pre-events and at the Festival, including: 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 the United
Kingdom, making the reach international.
o The Festival will attract attendees once again from national and
international origins (including Asia, Latin America, Europe, and
Australia) which provide a unique opportunity for both the City and the
Agency to present Culver City to an international clientele.
• BUSINESS ATTRACTION:
o 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.
o Business relocation: Currently there are only a few independent
gaming business offices in Culver City. The Festival has drawn
participants to Culver City, some of whom, including IndieCade, are
currently looking for new office space in Culver City.
o IndieCade has offered Culver City the opportunity to host a conference
session for Culver City to speak directly to the community and the
public.
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 staff’s 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.
As an additional benefit, staff believes the Festival will generate increased
pedestrian activity and increased sales for the area. As an annual event, the City of Culver City, California
Agenda Item Report
expectation is for the Festival to grow each year and become synonymous with
Culver City.
Culver City Sponsorship Package
Last year the request was for the Agency to become a Presenting Marketing
Sponsor at the $10,000 level with opportunities for enhancements of an
additional $2,500 for a total value of $12,500.
This year the request is for the Agency to once again become a Presenting
Marketing Sponsor. Due to the number of sponsors wanting to come in at a
higher level, the Presenting sponsorship now costs $15,000 but IndieCade is
offering it to Culver City at a cost of $10,000. IndieCade has also created a new
level (Premiere) above the Presenting sponsorship level. The Premiere
sponsorship costs $20,000, would be tailored for the sponsor, and allows for
more of a physical presence than the presenting sponsorship. IndieCade would
discount the package to Culver City for $15,000 should there be an interest.
Staff recommends that the Agency 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
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 and so that banners may be placed
in the public right-of-way.
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 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 with 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- City of Culver City, California
Agenda Item Report
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 this regard, 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 (as mentioned above, staff has determined
that at least $1,000 in staff time will be attributed to this event, thereby
satisfying this criteria).
FISCAL ANALYSIS:
Agency funding of $10,000 was appropriated in the Agency Board Adopted
Budget for Fiscal Year 2010/2011 (Program 90200, Economic Development).
Agency funds were recently transferred to the City due to the uncertainty created
by the governor’s budget proposal to eliminate redevelopment agencies
statewide. Therefore, the expenditure is available from the City in the Special
Revenue Funds created as part of the transfer of assets from the City to the
Agency for the purpose of implementing the various agreements between the
City and the Agency.
ATTACHMENTS:
1. IndieCade $10,000 Sponsorship package for 2011 and Wrap-up
presentation from IndieCade 2010.
MOTION:
That the Agency Board:
1. Approve the purchase of a $10,000 Marketing Sponsorship Package; and,
2. Designate the Festival an Agency-sponsored event;
That the City Council:
1. Designate the Festival a City-Sponsored event
MEETING DATE: April 11, 2011
AGENDA ITEM: Consideration of (1) the Purchase of a $10,000
Marketing Sponsorship Package as Part of The
International Festival of Independent Games 2011
(IndieCade) and (2) the Designation of IndieCade as a
City and Agency-Sponsored Event.
ATTACHMENTS
Pages
1. IndieCade $10,000 Sponsorship package for 1-8
2011 and Wrap-up presentation from
IndieCade 2010.
Contact: Stephanie Barish +1.310.999.1054 sbarish@indiecade.com PAGE 1
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The City of Culver City Presenting Sponsorship
IndieCade 2011
ATTACHMENT 1Contact: Stephanie Barish +1.310.999.1054 sbarish@indiecade.com PAGE 2
PRESENTING SPONSOR $15,000 $10,000
This Presenting Sponsorship has been custom-designed for the City of Culver City to provide top-level brand-
ing and networking opportunities to IndieCade’s trend-setting audience.
IndieCade’s Presenting Sponsorship is designed to provide maximum impact, reaching out to 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 and see it ?rst-hand in Culver City .
Presenting Sponsors have a ubiquitous presence across the entire IndieCade festival, in addition to prime pre-
view and networking opportunities. Customized networking events will be set up speci?cally to meet a broad
span of needs from targeting the public eye to delivering invaluable credibility in the heart of the gamemaking
and independent communities.
Presenting-Level bene?ts include:
• “Co-host” status of VIP party (you can select or we can se-
lect party for you).
• Networking event with gamemakers & artists at IndieCade
events (non-exclusive).
• Networking event with key sponsors and VIPs (non-
exclusive).
• Recognition in three national press release transmissions
(non-exclusive).
• Full-page color ad in event print program (your company
provides artwork).
• Logo placement on festival map.
• Key positioning of company name and logo in all 2011
print, broadcast, and web advertisements.
• Advertisements in all printed brochures at all IndieCade
2011 events (minimum 2 events).
• 6 all-access passes to IndieCade 2011 (includes VIP parties).
... as well as the following basic bene?ts:
• Company name, logo, and link on IndieCade website for 3
months.
• Company name and logo in all IndieCade print marketing
for 3 months.
• Company name and logo in all IndieCade digital marketing
for 3 months.
• Company name branding across all other 2011 IndieCade
events.
• IndieCade attendee bag insert (your company provides 500
insert items).
• Logo on ?rst page of all printed programs at all IndieCade
2011 events.
• Advertisements in all printed brochures at all IndieCade
2011 events.
IndieCade 2011 Sponsorship
Prepared for
The City of Culver CityContact: Stephanie Barish +1.310.999.1054 sbarish@indiecade.com PAGE 3
IndieCade 2010 Sponsorship Wrap-Up
Prepared for
The City of Culver City
The following wrap-up report is based on The City of Culver City / Culver City Redevelopment
Agency’s Presenting Sponsorship package for IndieCade: The International Festival of Independent
Games, held October 8-10, 2010 at a variety of venues across Downtown Culver City .
Objectives:
•
The primary objective of this customized marketing sponsorship was to promote Culver City as
the location of choice to the game industry .
•
Additional objectives included promoting Culver City to the public (both local and international)
as the destination to play and learn about the most cutting-edge independent games of the year.
Implementation:
•
Through targeted marketing, this Presenting Sponsorship speci?cally reached out to industry ,
game creators, and companies with potential interest in locating in or relocating to Culver City .
•
By offering an international platform for Culver City’s brand presence, this sponsorship offered
prime visibility and presence to major industry leaders from throughout the world at high-pro?le
key digital media events, namely E3 (the Entertainment Expo trade event) and GameCity UK.
•
A carefully designed promotional campaign over the course of many months, through standard
and social media, enhanced Culver City’s reputation and emphasized its key role in the interna-
tional independent game community and marketplace.
•
Strategic marketing in this sponsorship package included direct marketing and networking op-
portunities with other key festival sponsors, further legitimizing Culver City’s role as well as at-
tracting corporate sponsors poised to invest their own marketing dollars across the City .
•
Invitations for speci?cally designated events were personally extended to key media and VIPs,
such as the Red Carpet Awards Show, the Iron Game Design Challenge, media previews, closing
parties, among others, all of which offered opportunities for face-to-face networking, media cov-
erage, and the ?rsthand experience of Culver City .
•
As an enhancement to this Presenting Sponsorship and in support of Culver City-based busi-
nesses, IndieCade speci?cally promoted all festival-related hosts and venues. In addition, wher-
ever possible IndieCade prioritized patronizing local Culver City businesses for all purchases
necessary for running the festival.
By all accounts, IndieCade 2010 was an extremely successful event. The following pages outline an over-
view of the festival metrics.
INDIECADE 2010 SPONSORSHIP: WRAP-UPContact: Stephanie Barish +1.310.999.1054 sbarish@indiecade.com PAGE 4
INDIECADE 2010 METRICS: DEMOGRAPHIC & ATTENDANCE
!
! !
!
IndieCade draws a largely af?uent audience with dis-
posable income and occupations in the digital media
and related industries. This audience has a tendency
toward early adoption of technology and the promo-
tion and determination of cultural trends.
IndieCade 2010
IndieCade Festival: 6,000+
IndieCade Showcase @ E3: 30,000
IndieCade Europe @ GameCity: 10,000
IndieCade 2009
IndieCade Festival: 3,000+
IndieCade Showcase @ E3: 25,000
IndieCade Europe @ GameCity: 10,000
IndieCade 2008
IndieCade Festival: 1,500 +
IndieCade Showcase @ E3: 6,500
IndieCade Showcase @ E for All: 15,000
IndieCade Europe @ GameCity: 10,000
2010’s festival / gamewalk and professional
conference attendance doubled from the previ-
ous year. 2011 anticipates a 15% increase.
IndieCade 2010 Sponsorship Wrap-Up
Prepared especially for
The City of Culver CityContact: Stephanie Barish +1.310.999.1054 sbarish@indiecade.com PAGE 5
Features:
INDIECADE 2010 METRICS: PROMOTIONS
2010 Impressions:
Print: Approximately 300,000
Outdoor: 5 million +
Online Advertising: 7 million +
Blogs: 150,000 +
Eblasts: 145,000 +
Twitter: 1.6 million
Guerilla Marketing: 20,000 +
Major 2010 cross promotional media partners included; G4tv.com, Shack-
news, LA Weekly , IGDA, and many more.
Media Highlights:
Independent gamemakers, their games, and their art offer unique and
compelling stories. A primary goal of IndieCade’s festival and its lead-up
campaigns is to garner major media attention for the event, its participants,
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 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).
PDF/hard copies are available.
“The Sundance of the Game Industry,” Los Angeles Times
“Indie Games Take Off,” Forbes
“Indie Games Gone Wild!” Yahoo
“ A Highly Successful Event,” Gamasutra (series)
“When has a video game ever made you cry?” MSNBC
“Independent Games Take Flight,” The Washington Post
“IndieCade Recruiting Artists, Gamemakers,” Wired
“Driving Indie Games from Margin to Center,” Edge Magazine
“IndieCade 2010,” IFC (series)
“IndieCade Festival,” Game Trailers TV
“IndieCade Has Begun,” G4tv.com
“LeVar Burton presents IndieCade Awards,” G4tv.com
“Gaming Creativity: Games Grow Up At Last” BBC
“The Games of IndieCade,” PC Magazine
“Gaming with Indie Style,” Gamer Magazine
“Pick of the Week,” Brand X & LA Weekly
“The Sundance of Video Games Opens,” NBC
“Everyone’s nominated,” Joystiq
and many more ...
IndieCade 2010 Sponsorship WrapUp
Prepared especially for
The City of Culver CityContact: Stephanie Barish +1.310.999.1054 sbarish@indiecade.com PAGE 6
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IndieCade 2010 Sponsorship WrapUp
Prepared especially for
The City of Culver City
INDIECADE 2010 METRICS: SPONSORSHIP
PREMIERE:Contact: Stephanie Barish +1.310.999.1054 sbarish@indiecade.com PAGE 7
•
Attendees from around the world came to Culver City to stay for the weekend and attend IndieCade, includ-
ing a wide variety of countries throughout Europe, Scandinavia, China, Japan, Korea, Australia,
New Zealand, and South America, as well as from all over the United States and Canada.
•
Festival attendees ?lled up the Culver Hotel (reduced rate rooms were sold out months prior to the festival),
and over?owed into the Four Points Sheraton and the Ramada Inn.
•
All of?cial parties were held in Culver City venues with a range in budget from a minimum of $2k to more
than $15k. Most parties were also attributed to a sponsor host including the Awards @ Sony Pictures Enter-
tainment via Wolfgang Puck, The Awards After Party @ The Culver Hotel, The Night Games Party @ Kay
n’ Daves, The Conference VIP Mixer @ Haro, and the Closing Party @ Rush Street.
•
All IndieCade VIP meetings, lunches, dinners, receptions, and coffee breaks were held at Culver City restau-
rants or catered by Culver City Restaurants including M Café, Grand Casino, Starbucks, Mezza Mediterra-
nean Food, Daphne’s Lunch, Kay N’ Daves, Rush Street, and Akasha. Additionally all staff water and snacks
were purchased at the local Trader Joes.
•
Many Culver City businesses have been extremely generous to IndieCade. IndieCade has and will remain
loyal to those venues and has made a point of bringing business (i.e. parties) back to each of those venues in
the second year, as well as radically increasing the amount paid to all of its venue for rent. On average Indie-
Cade increased its rent by more than fourfold, as well as making a point to bring business to its supporters. An
example of this is the Ivy . In Year 1, the rent paid for the weekend was $450. In year two, rent paid for the
weekend was $3,000 as well as scheduling around the play in the theater and sending out blasts to our email
lists promoting their plays. Other examples are Rush Street and Kay n’ Daves, where IndieCade held a cou-
ple of sessions at each location and in turn brought large of?cial parties to each respective venue.
•
IndieCade’s staff and volunteers promoted and speci?cally directed festival attendees to the following busi-
nesses which offered IndieCade attendees discounts: Bottlerock, Chipolte, Coldstone Creamery , The Culver
Hotel, Daphne’s, Kay n’ Daves Cantina, M Café, Mezza Grill, Novecento Pasta, Royal-T , Rush Street,
Sporteve, Ugo, and Wellness Spa. IndieCade also advertised performances at the Kirk Douglas and Ivy thea-
ters. Large groups of conference and festival attendees were seen eating lunch and dinner all over the down-
town area.
•
IndieCade received emails, phone calls, and had conversations with the following businesses expressing their
pleasure in participation and reporting increased traf?c: Kay n’ Daves, M Café, Grand Casino, Lunch, La
Ballona, Lunch, Gregg Fleishman, Chipotle, Daphne’s, and Trader Joe’s.
•
IndieCade continues to patronize variety of restaurants and establishments in downtown Culver City
throughout the year. A group named Peg LA was established at IndieCade to play Big Games; they hold their
monthly meetings at the Grand Casino. Additionally , IndieCade’s weekly staff and monthly volunteer and
sales meetings are held throughout the year at the Grand Casino, Rush Street, and Kay n’ Daves.
•
IndieCade is also among game companies, including Thatgamecompany and the Odd Gentlemen, that have
a plan in motion to join forces in order to move to Culver City this fall.
INDIECADE 2010: QUALITATIVE OVERVIEW
IndieCade 2010 Sponsorship WrapUp
Prepared especially for
The City of Culver CityContact: Stephanie Barish +1.310.999.1054 sbarish@indiecade.com PAGE 8
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Thank you for the opportunity to work with you on this project!
IndieCade: The International Festival of Independent Games
1081 Amoroso Place
Venice, CA 90291
www.IndieCade.com
central@indiecade.com
Stephanie Barish
phone +1.310.999.1054
email sbarish@indiecade.com