City of Culver City, California
City Council and Redevelopment Agency Agenda Item Report
RECOMMENDATION:
Staff recommends the City Council and Redevelopment Agency consider a fee
waiver request made by The Wellness Community West Los Angeles (“TWC-
WLA”) for their 5K Run/Walk & Kiddie Run event.
BACKGROUND:
TWC-WLA, located at 2716 Ocean Park Blvd. in Santa Monica, is proposing a 5K
Run/Walk & Kiddie Run event called the Culver City Run/Walk and Kiddie Run (the
“Event”) at 8:30 a.m. on Sunday, June 21, 2009. The run/walk portion of the Event
will occur on Washington Boulevard from Canfield Avenue to Center Street (see
Attachment No. 1). They also plan to include a short Kid Fun Run at 9:30 a.m. from
Media Park to the corner of Culver Boulevard and Main Street, as well as a Race
Expo in Media Park from 7:30 a.m. to Noon. Complete information about the event is
available at their website: www.culvercityrunwalk.com.
According to TWC-WLA, the purpose of the Culver City Run/Walk is to 1) promote
health and wellness to the people of Culver City and the surrounding environs; 2)
drive foot traffic, media and local buzz to the thriving downtown business area of
Culver City; and, 3) raise funding for and awareness of the FREE programs and
services for people touched by cancer at TWC-WLA.
Meeting Date: 05/11/2009 Item Number: J-1
AGENDA ITEM: JOINT ITEM - Consideration of a Fee Waiver Request by The
Wellness Community West Los Angeles for a 5K Run/Walk & Kiddie Run Event.
Contact Person/Dept.:
Jeremy Green, Community Development
Department
Phone Number:
(310) 253-5764
Fiscal Impact: Yes [X] No [] General Fund: Yes [x] No ]
Public Hearing: [] Action Item: [X] Attachments: [X]
Public Notification: Chamber of Commerce; Downtown Business Association
(05/04/09); Master E-Mail Notification List (05/06/09).
Department Approval:
Sol Blumenfeld: (04/23/09)
City Attorney Approval:
Carol Schwab: (by H. Baker) (05/06/09)
Chief Financial Officer Approval:
Jeff Muir (by M. Noller) (05/06/09)
City Manager Approval:
Jerry Fulwood: (05/06/09) City of Culver City, California
City Council and Redevelopment Agency Agenda Item Report
TWC-WLA is the largest nonprofit organization in the world dedicated to providing
educational seminars, support groups and stress reducing mind/body classes to
people affected by cancer. Their mission is “to help people affected by cancer,
enhance their health and well-being through participation in a professional program
of emotional support, education, and hope.” In 2008, TWC-WLA served nearly
1,500 individuals. Close to one-fifth of those served came from Culver City
addresses. (Attachment 2.)
TWC-WLA anticipates a total of 800 - 1,000 participants in this event. TWC-WLA
expects that the Event will bring businesses and the community together in a fun
and rewarding way and are encouraging local restaurants, businesses and City Hall
employees to establish teams. They will also invite race sponsors to participate to
introduce local businesses to community members within Culver City (“the City”) and
beyond. (Attachment 3.)
City Fee Waiver Request
Any proceeds from the event will be donated for use by TWC-WLA to be put toward
the provision of free programs for individuals with cancer. They will be approaching
local businesses and corporations, primarily along the run/walk route for
sponsorships and contributions.
The City’s sponsorship, as requested, includes a complete cost assessment of hard
and soft costs. Soft costs are defined as those costs that are associated with the
provision of services but that are done during normal business hours when staff
would already be at work. Hard costs reflect additional costs beyond regular staff
hours. TWC-WLA requests the City Council consider the following:
• Waiver of fees associated with permits, staff time and equipment related to
traffic control from the Public Works Department for Engineering and
Maintenance/ Operations (approximately $9,399.18, of which $382.00 are
considered soft costs);
• Waiver of hard costs associated with providing police officers during the
Event ($3,760.56);
• Waiver of the fee associated with the provision of a large recycling bin from
Sanitation Department (approximately $40.00);
• Waiver of fees associated with redirecting of bus routes during the event
($3,354.66, all of which would be considered soft costs);
City of Culver City, California
City Council and Redevelopment Agency Agenda Item Report
• Authorize the free use of the twenty available metered parking spaces south
of Media Park, parallel to Culver Boulevard (approximately $300 soft costs);
and
• Waiver of cost for staff time to provide event preparatory assistance
(approximately $825.00 in soft costs)
The total cost assessment of City costs: $17,679.40
Total City hard costs: $12,817.74
Culver City Redevelopment Agency Fee Waiver Request and License Agreement
The Culver City Redevelopment Agency is involved with the event insofar as TWC-
WLA wishes to rent Media Park for the post run/walk event and open the Agency-
owned Ince Parking Structure one hour early on the day of the Event.
During the March 17, 2008 Agency meeting, the Agency adopted policies related
to the management of Media Park. As adopted, the policies require exclusive
users of Media Park to obtain a Special Events Permit from the City’s Committee
on Permits and Licenses, obtain any permits required from the City of Los Angeles,
execute and abide by requirements of a Media Park License Agreement, pay a
$3,000 refundable deposit and a $100 rental fee for general maintenance for each
twenty-four hour period of use.
TWC-WLA is requesting exclusive use of Media Park, which requires them to enter
into a License Agreement with the Agency and pay the above associated fees, and
would like the Agency to open the Ince Parking Structure one hour early at a cost of
$75 to fund Modern Parking’s staff cost.
DISCUSSION:
In the past, a number of events have been sponsored by the City and the Agency.
These events include Taste of the Nation, George Barris’ Cruisin' Back to Culver
City Car Show, and the Chamber Expo. The City sponsored the events with the
requirement that the Agency reimburse the City for any fees waived. The Agency
participated in these events financially due to their positive economic impact.
TWC-WLA requested that the City and/or Agency sponsor the Event. The Event
takes place on an early Sunday morning when businesses will not be open and
stretches across Sony Studios for a majority of the route. The Culver City retail store
Sporteve produced last year’s inaugural 5k Run/Walk event, with identical City of Culver City, California
City Council and Redevelopment Agency Agenda Item Report
specifications as the TWC-WLA Event and requested a fee waiver from both the
Council and the Agency. (Attachment 4.)
Last year the Agency denied the fee waiver request in part because the event did
not provide positive economic impact. Staff recommends that the Agency and
Council deny the fee waiver request again this year.
Given the current economic climate, staff cannot recommend the Council or Agency
approve a fee waiver at this time.
Additionally, it is recommended that the City establish policies for determining the
City’s involvement in event sponsorship, including sponsorship for individual
business events, which may lead to future requests from other city businesses.
FISCAL ANALYSIS:
Staff has compiled the City costs associated with the Event, which are estimated to
be approximately $17,431.42. The costs are calculated as follows:
CITY COSTS
HARD COSTS:
Police (13 officers and 1 Sergeant) $ 3,760.56
Sanitation (equipment) 40.00
Public Works Fees
Maintenance/ Operations 3,322.38
Engineering Division (staff) 5,694.80
Total Hard Costs $12,817.74
SOFT STAFF COSTS:
Media Park parking lot (20 spaces) $ 300.00
Staff assistance with the event (15 hours) 825.00
Transportation 3,354.66
Engineering Division 382.00
Total Soft Costs $ 4,861.66
TOTAL CITY COSTS $17,679.40
AGENCY COSTS:
Media Park Rent $100.00
Ince Parking Structure (hourly cost to open) 75.00 City of Culver City, California
City Council and Redevelopment Agency Agenda Item Report
TOTAL AGENCY COSTS: $175.00
Total AGENCY AND CITY COSTS: $17,854.40
The fee waiver request for last year’s event was $6,413. This increase in costs
reflects: 1) Resolution 2008-R048’s requirement that all staff rates for work done
on a weekend (when the Event take place) are required to be calculated at double
time as per Exhibit H-1; 2) last year’s costs were not full cost assessments and did
not include any transportation fees for rerouting the buses; 3) an increase in hourly
rates; and 4) the Police Department is requiring an additional 3 officers to staff the
course, based upon the recommendation from the on-scene supervisor at last
year’s event and review of the course.
ATTACHMENTS:
1. 5K Run/Walk route
2. TWC-WLA Statement of Purpose and Annual Report
3. TWC-WLA sponsorship cover letter and flyer
4. Sporteve 5K Run fee waiver request staff report and minutes
MOTION:
That the Culver City City Council:
1A. (Staff Recommendation) Not support a fee waiver request made by TWC-
WLA.
OR
1B. Approve a partial fee waiver request in the amount of $_________.
OR
1C. Approve the full fee waiver request for hard and soft costs in the amount of
$17,431.42.
AND
2. Provide alternate direction to staff as deemed appropriate.
City of Culver City, California
City Council and Redevelopment Agency Agenda Item Report
That the Redevelopment Agency:
1A. (Staff Recommendation) Not support a fee waiver request made by TWC-
WLA.
OR
1B. Approve a partial fee waiver request in the amount of $_________.
OR
1C. Approve the full fee waiver request of $175.00
AND
2. Approve a License Agreement with TWC-WLA (if desired); and,
3. Authorize the Agency Counsel to review/prepare necessary documents; and,
4. Authorize the Executive Director to execute such documents on behalf of the
Agency.
MEETING DATE: May 11, 2009
AGENDA ITEM: Consideration of a Fee Waiver Request by The Wellness
Community West Los Angeles for a 5K Run/Walk & Kiddie Run
Event.
ATTACHMENTS
Pages
1. 5K Run/Walk route 1
2. TWC-WLA Statement of Purpose and Annual Report 2-7
3. TWC-WLA sponsorship cover letter and flyer 8-10
4. Sporteve 5K Run fee waiver request staff report 11-15
and minutes
ATTACHMENT 1
1The Wellness Community-West Los Angeles (TWC-WLA)
Background, Mission, Purpose, Involvement
ORGANIZATIONAL BACKGROUND: Founded in 1982, The Wellness Community-West Los
Angeles (TWC-WLA) was the first nonprofit organization to provide psychological support and
education to people with cancer and their loved ones. The philosophy upon which our
programs are created is called the Patient Active Concept™, which states, “If you participate in
your fight for recovery along with your medical team, you will improve the quality of your life
and may enhance the possibility of your recovery."
MISSION and PROGRAM DELIVERY: Our mission is “to help people affected by cancer, enhance
their health and well-being through participation in a professional program of emotional
support, education, and hope.” Through participation in diagnosis-specific support groups
(breast, brain, pancreas and prostate), mixed-diagnosis support groups, and caregiver support
groups, people affected by cancer learn vital skills that enable them to regain control, reduce
isolation, and restore hope regardless of the stage of their disease.
TWC-WLA’s comprehensive Stress Reduction, & Exercise program of eleven weekly classes,
helps people with cancer address the side effects of treatment such as depression and fatigue,
as well as to help caregivers cope with the increased physical and emotional stress of caring for
a loved one with cancer.
Education is another foundation of the services we provide for people with cancer and their
families and friends. Each month prominent oncologists and other professionals present
educational seminars on disease specific treatments and topics to help people better manage
their physical and emotional care and improve their quality of life. TWC-WLA also hosts a
variety of events for people with cancer and their support networks to reduce the isolation
commonly felt by offering a safe place to converse and socialize with others who understand
how they feel.
ORGANIZATIONAL GOALS: Per our 2009-2011 Strategic Plan
1. Deliver the highest quality support services to cancer participants and their families in
Los Angeles. (Programs)
2. Become known as the preeminent source of cancer support services and the
authoritative voice for the Patient Active approach to cancer support in Los Angeles.
(Marketing & Outreach)
3. Identify and build meaningful relationships and support them organizationally.
(External Relations)
4. Develop a diverse, balanced, high-impact fund development strategy. (Fund
Development)
5. Ensure financial systems and operations support planned programmatic growth and
organizational development. (Finance & Operations)
6. Implement a governance structure that ensures our board reflects the community we
serve and leverages individual board member strengths. (Board Development)
7. Find and retain top talent, implement optimal staff structure and succession planning
for key staff, and create internal systems to demonstrate best practices
organizationally. (Organization Building)
1
ATTACHMENT 2
2PURPOSE of the Culver City Run/Walk: There are several focuses of the event.
1. To promote health and wellness to the people of Culver City and the surrounding
environs.
2. To drive foot traffic, media and local buzz to the thriving downtown business area of
Culver City.
3. To raise funding for and awareness of the FREE programs and services for people
touched by cancer at TWC-WLA.
HOW DOES THE CULVER CITY RUN/WALK BENEFIT TWC-WLA:
In 2008, TWC-WLA served nearly 1,500 individuals. Close to one fifth of those we serve come
from Culver City addresses. The best way to describe the impact our services have on those we
serve is to hear their personal stories. These are two stories from participants of Culver City.
Participant C -- He knows about cancer survival since he has had three separate primary
cancers: kidney (1993), colon (1997), and prostate (1998).
Participant C’s father had kidney cancer 40 years before him and went on to a long life
without incident following surgery in 1953. So when Participant C got a cancer diagnosis
and, like his dad, had his own right kidney removed, he felt his fate could be the same. It
wasn’t until he was diagnosed with a second primary cancer that Participant C began to
develop what he calls “a cancer consciousness”. With his first cancer, Participant C made no
major lifestyle changes – he even continued to smoke occasionally – but now, he quit
smoking, radically changed his diet, and found sustained emotional support at The Wellness
Community-West Los Angeles where he came to terms with how his attitudes, behavior,
and diet, all played a role in his quality of life. He couldn’t do anything about genetics – his
brother had colon cancer two years before him – and he couldn’t leave Los Angeles and its
infamous unhealthy air quality, but there were many things he could control. Participant C
has an activist background so the idea of being in charge of his own healthcare made total
sense. He feels fortunate to have incorporated into his own healthcare the “Patient Active
Concept” of Dr. Harold Benjamin, which states, "People with cancer who participate in their
fight for recovery from cancer will improve the quality of their life and may enhance the
possibility of their recovery."
One of the many TWC activities he took part in was art therapy, and in a class on September
12, 2001, Participant C drew a cartoon to illustrate how much of the nation, in the wake of
terrorist attacks, was experiencing what all cancer patients feel when they first hear the
words, “It’s cancer.” The cartoon showed a nightclub named “Club Vulnerability” with a
sign that read, “Welcome 9/11 Survivors.” Participant C feels despite the vulnerabilities we
each face, a community of people with common and shared concerns can provide assurance
and hope so essential to survival. He feels blessed that all three cancers were discovered in
early stages and were treatable. It’s true that the list of consequences from this treatment
is long: the chemotherapy for the second cancer nearly led to his death from a raging fever;
he has suffered “chemobrain” -- when cancer treatment disrupts thinking and memory
skills; he has given up a kidney and a foot of his colon; and, he has had four separate
prostate biopsies. There’s more -- but Participant C considers it all to have been “life-
altering” in a healthy way. “I am one who believes cancer is the best thing that ever
2
3happened to me.” Participant C has come away from his treatment and his years at TWC-
WLA feeling more centered than at the onset of the disease.
We are all part of “Club Vulnerability”, but it is examples like Participant C , who has battled
three cancers on many levels -- emotional, physical, and financial -- that help us see that the
human spirit can be stronger than any illness or threat from the outside. Participant C
thanks both his family and TWC-WLA support groups for being at his side in more than a
decade of active cancer treatment. "I may yet be vulnerable to cancer, but I’ll never be
alone should another diagnosis come.”
Participant B: On September 5, 2006, my life was forever altered by the heavy words that
dripped from the nurse’s lips: “We found cancerous cells,” she spewed in the softest way I
could have never expected. I was diagnosed with Stage II breast cancer at the age of 22.
Needless to say, “devastated” was an understatement. I was rocketed into a new world,
which I knew would house me for the rest of my life: The World of Cancer. I began
chemotherapy. However, I knew that, for me, chemo would not be enough. I needed to
change everything if I was going to survive. But first, I cried for a week straight. I cried
myself dizzy. I cried until all I knew about my world and life simply vanished; I knew nothing
and had to start over. I quit smoking and made dietary and lifestyle changes. I quit my job
and began to sink into a grueling chemo regime. I was trying desperately to stay positive but
was failing miserably. I was slipping into a deep depression.
It was then that I heard about The Wellness Community – West Los Angeles. I started
attending the free yoga and meditation classes. After a warm and welcoming interview, I
was placed in a support group with other people fighting the same battle. I’ll never forget
my first group at TWC-WLA: For the first time since my diagnosis, I felt safe, protected and
understood. I cried a lot. I talked a lot. And most of all, I knew I was in the right place. The
meditation I learned has turned into a daily private practice; it has been hugely instrumental
in my recovery. When I quiet my mind, I re-connect with my spirit. And the yoga got me
into my body. I felt beautiful – baldhead and all – knowing that my sore and beaten body
was healing. My group has supported me entirely through this experience. They were there
for me as I quickly jumped ahead to Stage III and a painful Stage IV with metastasis to a
handful of places in my skeletal system. And they have also been there to hear the good
news. I had the painful task of telling them that things were worsening, but I likewise had
the overwhelming joy of sharing my miraculous recovery.
After getting involved with a number of alternative treatments, my once excruciating pain
has disappeared and the tumor markers in my blood have returned to 100% normal! The
once HER2-positive, mango-sized tumor in my breast has nearly vanished. It is now the size
of a blueberry and is shrinking daily. And that’s without surgery! I am on my way to an
incredible healing from an “incurable, extremely fast growing, terminal” cancer. And if I
hadn’t found TWC-WLA, I know I would still be curled up in a ball, on the couch, planning my
funeral. I am so thankful for all the free services at TWC-WLA. Money has definitely been an
issue everywhere but there. At TWC-WLA, I have never once been asked for a single dime.
I attribute a large part of my recovery to TWC-WLA. Regardless of how long I choose to
utilize its services, I will always hold a special place in my heart for the memories that were
created there at the most difficult time in my life. In a scary world, I had a heaven that was
3
4open to me whenever I needed it. Thank you to the angels that run the place, and the
beautiful people that choose to use it for recovery as well. I know that regardless of what
happens with my situation in the future, be it good or bad, TWC-WLA will always be willing
to cradle me the way it did in those early days of diagnosis. ** We are sad to report that
Participant B. died of complications related to her disease. Her funeral was well attended by
the people from TWC-WLA who supported her and came to love her.
VOLUNTEER CORP:
This year in an effort to be cost effective all management of the event is being conducted in
house and with the support of local volunteers – many of whom are TWC-WLA cancer
participants. Cost savings is approximately $6,000.00
SPONSORSHIPS to DATE:
While recruitment is ongoing, there are four local businesses supporting the event including
Supervisor Mark Ridley-Thomas’ office. The support is both financial and generous in-kind
support. Nine local businesses are providing gift certificates to be used a prizes for the
racers/runners. There will be 25 local businesses and vendors of these businesses present at the
expo.
DAY OF:
Building upon the success of last year’s event, it is anticipated that there will be 650 active
racers – walking and/or running the 5K course. In addition, spectators numbering 350 are
anticipated.
COLLATERAL MATERIALS:
Current information about programs can be found on our website at www.twc-wla.org
Annual Report for FY 07-08 is attached.
4
5
The mission of
The Wellness Community-
West Los Angeles
is to help people affected
by cancer enhance their
health and well-being
through participation in a
professional program of
emotional support,
education and hope.
The Figures
Total Revenue
$1,413,000
Total Expenses
$1,371,466
Net Assets
$5,754,691
People Served
1,442
Total Visits
10,320
Outreach
14,000
Annual Report
2007-2008 Fiscal Year
For Our Participants Who Give Voice to Our Mission
“I discovered the Wellness Community a few months ago, and the staff and
the participants have become my comfort and a means of getting through
this ordeal without the feelings of isolation and dread that can be
devastating.” ~ Irene, metastatic breast cancer survivor
Ongoing Support Groups
Ongoing, professionally-facilitated support groups for people affected by cancer. To
deal with the distress of a cancer diagnosis, people come together to find support,
education and hope. Groups are for the person with cancer and their family.
Networking Sessions
These groups meet to discuss issues and information specific to certain types of
cancer and/or issues arising from a cancer diagnosis. It is a time to share experiences
and feelings with others who have similar issues and concerns. New this year: Living
with Cancer as a Chronic Condition.
Education & Social Events
Educational programs are conducted by experts in oncology and other professionals
who provide information useful for people affected by cancer. With increased
knowledge, participants can make thoughtful and informed decisions about
treatment, as well as create strategies to enhance quality of life. Workshop topics
vary from disease-specific issues to pain and symptom management to cooking
classes, to name a few. Social activities are offered to add joy and hope.
Mind, Body and Soul
A wide range of exercise and mindfulness programs are offered to help people gain
strength, increase flexibility, release tension and enhance physical recovery.
When surveyed in January 2008, our impact was revealed:
• 93% ~ Feel Less Alone
• 89% ~ Stress Level Improved
• 87% ~ Gain Hope
• 83% ~ Are Better Able to Handle Their Disease
• 78% ~ Believe that the Relationship with Their Loved One Has Improved
• 77% ~ Believe They Have Improved Quality of Life
Offsite Programs
With numerous hospital partners, TWC-WLA offers
networking groups, art therapy, and educational
workshops at several hospitals in downtown Los Angeles,
the Westside, and Orange County.
Our programs make an immediate difference in the lives of those we serve!
New this year: Walking Chi Gong, taught by
TWC-WLA participant, Michael Sieverts.
6
Our donors support us in a variety of ways.
Our events not only raise necessary funds but are fun-filled, meaningful and
remind us why we believe so strongly in the mission of TWC-WLA. During this
year, we hosted a luncheon, a dinner gala, a bingo event, and coordinated a
marathon team.
Foundation support is another important revenue stream. TWC-WLA thanks the
following foundations that funded programs in the past year:
Advanced Health Media
The Ahmanson Foundation
The Albert Parvin Foundation
The Angell Foundation
Catholic Healthcare West
Cedars Sinai Medical Center
Employees Community Fund of Boeing CA
Entertainment Industry Foundation
Hollywood Presbyterian Medical Center
Joseph Drown Foundation
Kaiser Permanente
Kiwanis Charities of Santa Monica
Mission Hospital
Pacific Palisades Junior Women's Club
St. Matthew's Church Organizations
St. Vincent Medical Center
Susan G Komen For The Cure, LA Affiliate
Symonds Foundation
Taxol Settlement Funds
Tim & Tom Gullikson Foundation
White Memorial Medical Center
The Wellness Community-West Los Angeles
relies on the generosity of its donors and we are grateful
to all who contributed in the last year.
This year, individuals responded to our mid-year and end of the
year appeal letters in record numbers. Together, these two
campaigns raised more than $135,500.
7
twc-wla • 2716 Ocean Park Blvd, Suite 1040 • Santa Monica, CA 90405 • 310.314.2555 phone • 310.314.7586 fax • info@twc-wla.org • www.twc-wla.org
sporteve • 3849 Main Street • Culver City, CA 90232 • 310.838.6588 phone • 310.838.6022 fax • info@sporteve.com • www.sporteve.com |1010|nd
Annual
Culver City 5k
Run/Walk
(& Kiddie Run)
June 21, 2009 b e n e f I t I n g
January 2009
Dear Friends:
On Sunday, June 21
st
sporteve will be celebrating its second annual Culver City Run/Walk in its
hometown of Culver City to promote a healthy lifestyle and a coming together as a community.
All proceeds from the walk/run will benefit a very worthy nonprofit organization, Culver City’s
place for cancer support, The Wellness Community-West Los Angeles (TWC-WLA).
The Wellness Community-West Los Angeles (TWC-WLA) is the first of what
has become the largest nonprofit organization in the world dedicated to
providing educational seminars, support groups and stress reducing
mind/body classes to people affected by cancer. To learn more about our
high quality, free programs visit: www.twc-wla.org.
We invite you to participate by becoming a Sponsor.
Marketing/Sponsorship Opportunity levels range from $10,000 to $250 so there is something
for all budgets and marketing plans. Sponsorship benefits include: on-site, print and online
marketing and branding opportunities; merchandising opportunities; the opportunity to
showcase your company/place of business and/or products to new customers; press/publicity
opportunities; receive good will for participating in this event that helps people affected by
cancer. Your participation would be greatly appreciated.
Beyond sponsorship, we encourage your company to form a team and to run/walk and
fundraise together – or at the very least, inform your employees and clients about the event
and to help promote participation in what will surely be a fun Culver City event for years to
come! To register for the race go to www.active.com and type in Culver City Run/Walk! For
more details about these Marketing Opportunities please contact Allyn Cioban, TWC-WLA
Director of Development, at 310/314-2565 or acioban@twc-wla.org.
Thank you in advance for your generous support.
Sincerely,
Ellen Silver, Executive Director, TWC-WLA
ATTACHMENT 3
8
b e n e f I t I n g |1010|nd
Annual
Culver City
Run/Walk
(& Kiddie Run)
June21, 2009
Presenting Sponsor…...$10,000
(448,500 Marketing Impressions)
Impressions:
- T-shirts (500+)
- Event Website (1,000+ hits/month…x4)
- TWC-WLA website (130,000 hits/month…x3)
- Banner (1000+) 500 runners + 500 spectators
- Packet Pickup (500)
- PR (50,000)
- PA Announcements (1000+)
- Booth at Expo (1000+)
- Goody Bag Insert (500)
TOTAL IMPRESSIONS= 448,500 (+)
Category exclusivity
Presenting sponsor's logo will be “prominently” displayed on
event T-shirts
Company name/logo on the Event website for 4 months and
TWC-WLA website for 3 months.
Sponsor banner “prominently” displayed in start/finish area.
Host pre-race packet pickup
4 FREE race entries
Company name/logo included in all marketing, PR and advertising
(when possible)
Company message included in event PA announcements
Prominent Booth Space at Event Expo Area (including table
and two chairs)
Goody Bag Insert
Gold Sponsor………………$5,000
(267,000 Marketing Impressions)
Impressions:
- T-shirts (500+)
- Event Website (1,000+ hits/month…x3)
- TWC-WLA website (130,000 hits/month…x2)
- Banner (1000+) 500 runners + 500 spectators
- PA Announcements (1000+)
- Booth at Expo (1000+)
- Goody Bag Insert (500)
TOTAL IMPRESSIONS= 267,000 (+)
Gold sponsor’s logo will be displayed on event T-shirts
Company name/logo on the Event website for 3 months and
TWC-WLA website for 2 months.
Sponsor banner displayed in start/finish area.
2 FREE race entries
Company message included in event PA announcements
Booth Space at Event Expo Area (including table and two
chairs)
Goody Bag Insert
Silver Sponsor……………….$2,500
(136,000 Marketing Impressions)
Impressions:
- T-shirts (500+)
- Event Website (1,000+ hits/month…x2)
- TWC-WLA website (130,000 hits/month…x1)
- Booth at Expo (1000+)
- Goody Bag Insert (500)
TOTAL IMPRESSIONS= 136,000 (+)
Silver sponsor’s logo will be displayed on event T-shirts
Company name/logo on the Event website for 2 months and
TWC-WLA website for 1 month.
Booth Space at Event Expo Area (including table and two chairs)
Goody Bag Insert
Bronze Sponsor…………….$1,000
(3,000 Marketing Impressions)
Impressions:
- T-shirts (500+)
- Event Website (1,000+ hits/month…x1)
- Booth at Expo (1000+)
- Goody Bag Insert (500)
TOTAL IMPRESSIONS= 3,000 (+)
Bronze sponsor's logo will be displayed on T-shirts
Company name/logo on the Event website for 1 month
Booth Space at Event Expo Area (including table and two chairs)
Goody Bag Insert
Exhibitor…….…………$250
(1000 Marketing Impressions)
Booth Space at Event Expo Area (including table and two chairs)
Goody Bag Insert
MARKETING SPONSORSHIPOPPORTUNITIES
For more details about the Sponsorship Opportunities contact: TWC-WLA at 310/314-2555 or events@twc-wla.org
For more details about the Event contact: sporteve at 310.838.6588 or events@sporteve.com
Social Service Permit on file. Nonprofit Tax I.D. #33-0287070
9
b e n e f I t I n g |1010|nd
Annual
Culver City
Run/Walk
(& Kiddie Run)
June 21, 2009
Company Name:
Contact Name:
Company Address:
City, State, Zip:
Telephone (day):
Telephone (cell):
Email:
Product Name:
Product Description:
SPONSOR AGREEMENT
I understand that all product and equipment brought to the event will be under my responsibility and care. Tents
must not be larger than 10’x10’ and must be secured for safety. External power is not available.
Checks made payable to: The Wellness Community-West Los Angeles.
Agreed upon on this date ____________________________________.
Please print your name __________________________________________________________
Please sign your name___________________________________________________________
Signature of exhibitor or product distributor
Please send your payment prior to May 22, 2009 to:
The Wellness Community-West Los Angeles
2716 Ocean Park Blvd., Suite 1040
Santa Monica, CA 90405
310.314.2555 phone ~ 310.314.7586 fax
The location of the Culver City Run/Walk is Media Park in Culver City (9070 Venice Blvd, Culver City, CA 90232).
Parking is available in the Trader Joe’s parking structure next to Media Park. Parking is Free for 2 hours and $1 per
hour. Set up begins at 6:00 AM. The Event begins at 8:30 AM. Thank you for joining us!
10City of Culver City, California
Redevelopment Agency Agenda Item Report
RECOMMENDATION:
Staff recommends the City Council deny Sporteve’s request for a fee waiver for its
inaugural 5K Run/Walk & Kiddie Run event; and that the Redevelopment Agency
deny Sporteve’s request to use Agency-owned property (chairs) for the Race Expo
portion of the Event to be held at Media Park.
BACKGROUND:
Sporteve, located at 3849 Main Street, is proposing a 5K Run/Walk & Kiddie Run
event (the “Event”) at 8:30 a.m. on Sunday, June 29, 2008. The run/walk portion of
the Event will occur on Washington Boulevard from Canfield Avenue to Center
Street (see Attachment No. 2). Sporteve also plans to include a short Kid Fun Run
at 9:30 a.m. from Media Park to the corner of Culver Boulevard and Main Street, as
well as a Race Expo in Media Park from 7:30 a.m. to Noon.
Sporteve believes this to be an economic development opportunity that will bring the
businesses and the community together in a fun and rewarding way. They are
encouraging local restaurants, businesses and City Hall employees to establish
teams. They will also invite race sponsors to participate to introduce local
businesses to community members within Culver City and beyond.
Sporteve anticipates a total of 800 -1,000 participants in this inaugural event. They
have hired Walt Walston and W2Promotions to provide event management services.
Meeting Date: 6/9/08 Item Number: J-1
AGENDA ITEM: JOINT ITEM: Consideration of a Fee Waiver Request by Sporteve
for its Inaugural 5K Run/Walk & Kiddie Run Event and the Use of Agency Property
(Chairs).
Contact Person/Dept.: Todd Tipton &
Kriss Casanova /Community
Development
Phone Number: (310) 253-5783 & 5769
Fiscal Impact: Yes [X] No [] General Fund: Yes [X] No []
Public Hearing: [] Action Item: [X] Attachments: [X]
Public Notification: Downtown Business Association; Chamber of Commerce; Master E-
Mail Notification List (06/04/08).
Department Approval:
Sol Blumenfeld (06/03/08)
City Attorney Approval:
Carol Schwab (by H. Baker) (06/04/08)
Chief Financial Officer Approval:
Jeff Muir (by M. Noller) (06/04/08)
City Manager Approval:
Jerry Fulwood (06/04/08)
ATTACHMENT 4
11City of Culver City, California
Redevelopment Agency Agenda Item Report
Fee Waiver Request
Sporteve is partnering with the Culver-Palms Family YMCA in this endeavor and any
net profits from the event will be donated for their use. Their total budget for the
event is approximately $24,000. They will be approaching local businesses and
corporations, primarily along the run/walk route for sponsorships and contributions.
Sporteve is requesting the City and Agency to be a sponsor as well. The City’s
sponsorship as requested would include:
• Waiver of City fees associated with permits, and equipment related to traffic
control from the Public Works/Engineering Department (approximately
$3,373);
• Waiver of City cost associated with providing nine police officers during the
Event ($2,700);
• Provide trash disposal (approximately $40); and
• Donate the use of the twenty available metered parking spaces south of
Media Park, parallel to Culver Boulevard (approximately $300).
The total commitment by the City would be $6,413.
The Agency’s sponsorship as requested would include:
• The use of Agency property (chairs).
Sporteve would be required to pay the Agency $100 for the use of Media Park and
$75 to fund Modern Parking’s staff cost associated with opening the Ince Parking
Structure early. Therefore, Sporteve is only requesting that the Agency allow the
use of Agency property (chairs) during the event.
Agency Tenant Participation Agreement Loan
In November 2006, the Agency entered into a Tenant Participation Agreement Loan
(the “Loan”) with Sporteve to provide tenant improvements in the amount of
$200,000. A provision of the Loan requires Sporteve to sponsor one community
outreach event per year for the life of the Loan. The Event would satisfy the
community outreach event requirement and publicize Sporteve as a Culver City
retailer.
Please note that Agency General Counsel believes it would be inappropriate for the
Agency to provide any financial support for the Event as it has already provided
support in the form of the Loan.
12City of Culver City, California
Redevelopment Agency Agenda Item Report
Agency License Agreement
During the March 17, 2008 Agency meeting, the Agency adopted policies related
to the management of Media Park. As adopted, the policies require exclusive
users of Media Park to obtain a Special Events Permit from the City’s Committee
on Permits and Licenses, obtain any permits required from the City of Los Angeles,
execute and abide by requirements of a Media Park License Agreement, pay a
$3,000 refundable deposit and a $100 rental fee for general maintenance for each
twenty-four hour period of use.
Sporteve is requesting exclusive use of Media Park and will enter into a License
Agreement with the Agency and pay the associated fees. Pursuant to the City
Council Policy, the license agreement will be handled as an administrative act.
DISCUSSION:
In the past, a number of events have been sponsored by the Agency. These
events include Fashion Week at Smashbox Studios, Taste of the Nation, George
Barris’ Cruisin' Back to Culver City Car Show, and the Chamber Expo. The
Agency participated in these events financially due to their positive economic
impact. In addition, none of the businesses conducting these events had a
financial agreement with the Agency.
Staff is recommending that Sporteve’s request for a fee waiver by the City be
denied due to the negative fiscal impacts and past practice whereby the City has
not waived fees but that the Agency has reimbursed fees. Since the Agency
cannot legally reimburse fees, it would not be in the best interest of the City to set
precedent for waiving fees. Additionally, it may not be appropriate for the City to
sponsor events by private, commercial, for profit businesses, which may lead to
future requests from other City businesses.
The Event takes place early on a Sunday morning when businesses will not be
open and stretches across Sony Studios for a majority of the route. Staff believes
that Sporteve was required to conduct one community event annually in exchange
for Agency financial assistance and that Sporteve should satisfy this requirement
without additional financial assistance from the City.
Staff is also recommending that the Agency deny the request for use of its property
until appropriate policies are developed.
13City of Culver City, California
Redevelopment Agency Agenda Item Report
FISCAL ANALYSIS:
Staff has compiled the City costs associated with the 5K Run/Walk, which are
estimated to be approximately $6,413. The costs are calculated as follows:
Media Park parking lot (20 spaces) $ 300
Police (9 officers at $75/hr with 4 hr. min.) $2,700
Staff assistance with the event (25 hours)
Public Works Fees
Sanitation (equipment) $ 40
_____Traffic Control (staff & permit) $3,373
Total City Costs $6,413
ATTACHMENTS:
1. Request Letter from Sporteve, dated 3/26/08;
2. 5K Run/Walk route; and
3. 5K Run/Walk & Kiddie Run Event Flyer.
MOTION:
That the City Council:
1. Deny Sporteve’s request for a fee waiver.
AND
That the Redevelopment Agency:
1. Deny Sporteve’s request for the use of Agency property (chairs) for the Race
Expo at Media Park.
14
EXCERPT OF MEETING MINUTES
REGULAR MEETING OF THE June 9, 2008
CITY COUNCIL, CITY OF CULVER CITY,
CALIFORNIA
Joint Item
Item J-1
Consideration of a Fee Waiver Request by Sporteve for its
Inaugural 5K Run/Walk & Kiddie Run Event and the Use of
Agency Property (Chairs)
Councilmember Weissman recused himself from discussion of
this item. Councilmember Weissman left the dais at 9:49
p.m.
Todd Tipton, Redevelopment Administrator, provided a brief
staff report.
The following members of the audience addressed the City
Council:
D’Lynda Fischer, representing Sporteve
Denise Mazan
Darlene Kiyan, Culver Palms Family YMCA
Cy Pierce, Culver Palms Family YMCA
The City Council received clarification that profits from the event
would benefit the YMCA.
Discussion ensued between the City Council and staff
regarding how much was being charged for the event; monthly
events at the store; the City’s fees versus fees of other
jurisdictions; other publicity methods for the store; loose
criteria for City sponsorships; costs involved; potential
earnings for the event; 501c3 status; reapplying next year;
and the appearance of the event as a Sporteve event.
The City Council took no action, resulting in the denial of
Sporteve’s request for a fee waiver.
15