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CC - (1) Consideration of Financial Assistance for and City Sponsorship of the Screenland 5K Not-to-Exceed $7,969; (2) Consideration of Designation of the Screenland 5K as a City-Sponsored Event; (3) Approval of Related Street Closures; and (4) Approval of Related License Agreement.
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Meeting Date: November 28, 2016
Contact Person/Dept: Shelly Wolfberg/City Manager’s Office
Phone Number: (310) 253-6000
Fiscal Impact: Yes [X] No [] General Fund: Yes [X] No []
Public Hearing: [] Action Item: [X] Attachments: Yes [X] No []
Commission Action Required: Yes [] No [X]
Public Notification: Mike Cohen (11/16/16); (E-Mail) Meetings and Agendas - City Council (11/22/16)
Department Approval: John M. Nachbar, City Manager (11/21/16)
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RECOMMENDATION
Staff recommends the City Council (1) consider financial assistance for and City sponsorship of the Screenland 5K event in an amount not-to-exceed $7,969; (2) consider designating the Screenland 5K event as a City-sponsored event; (3) approve related street closures; and (4) approve a related License Agreement.
BACKGROUND
On December 8, 2014, the City Council approved a Memorandum of Understanding (MOU) between the City and the Culver City Centennial Celebration Committee (CCCCC). Since that time, the CCCCC has conducted regular committee and subcommittee meetings.
As indicated on the CCCCC website, the CCCCC’s states, “The entire community is invited to an exciting year-long celebration comprised of events and community activities that will pay tribute to Culver City, past, present and future, recognizing its rich heritage and special character.” The CCCCC has the “intent to showcase the active and involved organizations located in Culver City or serving our residents” and invites members of such organizations which have an idea for an activity (either an event or a project) for the Centennial, to submit a Participant Application Form.
Several months ago, Mike Cohen submitted a Participant Application Form for the Screenland 5K to be held on Sunday, February 26, 2017, and the event has been approved by the CCCCC Board of Directors. According to the Screenland 5K website, the “Screenland 5K, Inc. is a non-profit public charity 501 (c) (3) raising funds for local charities and for an extraordinary experience for volunteers, runners, spectators and partners.”
At the October 10, 2016 Regular City Council meeting, Mike Cohen requested and received consensus to have the City Council agendize consideration of a sponsorship for the Screenland 5K and said it was sanctioned by the CCCCC. Mr. Cohen described the proposed event noting elements similar to the Centennial Opening Ceremonies; the Downtown Block Party; and the Centennial Gala. Mr. Cohen reported that the goal is to be a sustainable, Zero Waste event, and he indicated that financials were available to staff.
On November 2, 2016, staff contacted CCCCC President Paul Jacobs about individuals or groups who want to produce Centennial-related events and that may need City sponsorship, such as the Screenland 5K request to the City Council. Mr. Jacobs stated, “We have encouraged groups and individuals to create their own events…and have created a process in which we will support such activities by providing the use of our logo and website--if the activity merits such support. The activities you have described will have our support as I described.”
Over the past several months, Mr. Cohen has been meeting with City staff to pursue the logistical details and anticipated costs to produce the Screenland 5K (which includes the Munchkin Kids Dash).
DISCUSSION
According to the Screenland 5K website, “The purpose of the Culver City Centennial Screenland 5K and Munchkin Kids Dash is to ‘develop community’ in a healthful and recreational context where participants can interact in a fun, entertaining and safe way, celebrating the city’s 100-year heritage and diversity.” The February 26, 2017 event is scheduled to have registration begin at 7:30 a.m., and the entire event will be completed by 11:00 a.m.
The Screenland 5K website outlines the following goals and objectives:
Goals
Goal 1: Acknowledge milestones that shaped Culver City’s 100 year history of achievement with an emphasis on entertainment and athletics:
1. Objective: Experience backlots at the Heart of Screenland’s signature studios-Sony Pictures and Culver Studios.
2. Objective: Feature Culver City’s role as pioneer of Olympic movement in 1932 and 1984 Games and as Special Olympics headquarters.
3. Objective: Recognize local notables in arts and athletics.
4. Objective: Commemorate Western Hemisphere Marathon and its founder, Syd Kronenthal, late Director of Parks and Recreation. Acknowledge Culver City Sister Cities Committee marathon exchange with Kaizuka, Japan.
5. Objective: Pass 100 points of interest on the Centennial Trail directed by entertainers, props and placards.
Goal 2: Champion Culver City as a destination, fostering collaboration of public & private constituencies:
1. Objective: Show off community assets by providing an extraordinary participant experience, offering activities and venues to appeal to a variety of audiences.
2. Objective: Involve city agencies, clubs, schools, neighborhoods, and other interest groups to produce and promote the event.
3. Objective: Raise funds for constituencies in a collaborative effort of marketing (more runners), sponsorships (cash and in-kind contributions of services and products) and volunteers (reduced manpower costs).
4. Objective: Produce a “sustainable” event by working with Culver City Environmental Services Division and other public and private agencies to minimize footprint.
5. Support fitness and recreation in Culver City with an affordable, fun and safe experience
6. Objective: Conduct recreational activity that appeals to many abilities and demographics to demonstrate Culver City’s commitment to sound bodies and minds.
Ancillary goals or objectives:
1. Provide growth experiences and leadership opportunities for volunteers and partners
2. Leave a legacy
3. Enhance civic engagement
Currently, the Screenland 5K’s sponsors include: Turning Point School; 8777 Washington Boulevard; The Culver Studios; Sony Pictures Entertainment; Peg Jackson and Associates; Los Angeles Consulting Group; Fast Signs Culver City; Keller Williams Realtors; Sage Law Partners; Culver City Downtown Business Association; and Cavanaugh Realtors.
The charges to register for the Screenland 5K are as follows:
5K Adult (Ages 16 & up): $34.00
5K Youth (Ages 15 & under): $24.00
Munchkin Dash (Ages 12 & under): $6.00
Request for Waiver of City Costs
Mr. Cohen is requesting the City Council authorize a total fee waiver not to exceed $6,375. $5,163 of the total represents in-kind fee waivers for permits; room rentals at the Veterans Memorial Building; and equipment from the Parks, Recreation, and Community Services and Public Works Departments. Mr. Cohen is also requesting the City pay for the installation of the banners across Overland Avenue, Sepulveda Boulevard, and Washington Boulevard and reimburse him for previous room rental fees at the Veterans Memorial Building, which hard costs total $1,212. Based on staff’s experience with past City-sponsored events, it is recommended that the City Council consider providing the City Manager the authority to approve additional waivers for City costs in an amount up to 25% of the projected costs (which would be up to an additional $1,594 as a contingency).
Following the event, Mr. Cohen has requested that the City invoice the Screenland 5K for $9,200 of staff time that will be needed on the day of the race. Additionally, Mr. Cohen will be paying JCL, the City’s traffic control company, $3,200 for race day services.
Mr. Cohen has provided an estimated fee waiver spreadsheet for the Screenland 5K (Attachment 1).
Street Closures
The Screenland 5K involves use of the public rights-of-way on Culver, Washington, and Ince Boulevards. The complete closure of these streets will begin at approximately 6:00 a.m. and end at 11:30 a.m. During the race, the street closures will be as follows: Culver Boulevard from Overland to Venice Boulevard; Madison Avenue at Venice Boulevard; Washington Boulevard from Culver Boulevard to National Boulevard; and Ince Boulevard at Hubbard Street. As runners complete the route, the streets will be reopened. Staff will work out the details of the precise street closure times with Mr. Cohen.
City Sponsorship
To become a City-sponsored event, the event needs to be specifically designated as a City-sponsored event by the City Council. As part of such City-sponsorship, event producers would be eligible to post banners in the public right-of-way promoting the sponsored event. To be categorized as a “sponsored” event by the City, an event must meet the criteria set forth in Culver City Municipal Code (CCMC) Section 17.330.040.B.7.b.ii., confirming that the City 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 thereof.
The CCMC requires both (a) and (b) conditions be satisfied. Additionally, City Council Policy requires that in order for an event to be considered City-sponsored, the City Council must determine, by specific action, that the above criteria have been met. Should the City Council determine to provide support in an amount of at least $1,000 (funds, staff time, and/or fee waivers, etc.), then the event may be designated a City-sponsored event. For those who wish to post banners in the public right-of-way, the organizers will be required to include the City’s logo on the banners as a sponsor.
The financial request represents the costs of providing the requested venues/equipment or required/requested services or fees. Should an event receive City sponsorship, the organizers will be required to list the City as a sponsor of the event in e-mails, on their website, in promotions, press releases and on printed materials, where applicable.
Summary of Requests
The City Council is requested to (1) determine the amount of financial assistance, including waiver of fees, hard costs and in-kind costs, as described above, it wishes to approve for the Screenland 5K event; (2) designate such event a City-sponsored event; approve the street closures for the event from approximately 6:00 a.m. - 11:30 a.m. on Sunday, February 26, 2017; and (4) approve a related License Agreement.
FISCAL ANALYSIS
As detailed in the attachments, it is proposed that property, and equipment rental fees (and permit fees where requested) be waived by the City Council. Dedication of in-kind staff time to the preparation of the event during regular business hours has not and will not create an additional fiscal impact to the City. The Screenland 5K is asking the City to waive City costs totaling approximately $6,375. Additionally, the recommended contingency of $1,594 would result in a maximum waiver of in-kind City costs to total an amount not to exceed $7,969.
ATTACHMENTS
1. Screenland 5K Request for Waiver of City Costs
2. Screenland 5K Route Map
RECOMMENDED MOTIONS
That the City Council:
1. Determine the total amount of assistance, not to exceed $7,969, as noted in this staff report for the 2016 Screenland 5K; and,
2. Designate the 2016 Screenland 5K as a City-sponsored event; and,
3. Approve the street closures noted in this staff report for the 2016 Screenland 5K; and
4. Approve a License Agreement between the City and Screenland 5K, Inc. for the use of City public rights-of-way, property, equipment, in-kind staff time, and costs; and,
5. Authorize the City Attorney to review/prepare the necessary documents; and,
6. Authorize the City Manager to execute such documents on behalf of the City.