City of Culver City, California
Agenda Item Report
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Meeting Date: 03/07/11 Item Number: J-2
JOINT CITY COUNCIL AND REDEVELOPMENT AGENCY AGENDA ITEM:
Consideration of (1) Designating the 2011 Taste of the Nation Los Angeles Event as
a City- and Agency-Sponsored Event; and (2) Agency Purchase of a $15,000
Marketing Sponsorship Package.
Contact Person/Dept.: Jeremy Green,
Management Analyst/ Todd Tipton,
Redevelopment Administrator
Phone Number: (310) 253-5764/5783
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) Meetings and Agendas – Redevelopment Agency and City
Council (03/04/11); Share Our Strength (02/24/11); The Downtown Business Association
(02/24/11); The Culver City Chamber of Commerce (02/24/11)
Department Approval:
Sol Blumenfeld (03/02/11)
Agency General Counsel Approval:
Murray Kane (03/01/11)
City Attorney Approval:
Carol Schwab (by H. Baker) (03/03/11)
Chief Financial Officer Approval:
Jeff Muir (by N. Kimball) (03/03/11)
City Manager/Executive Director Approval:
John M. Nachbar (03/04/11)
RECOMMENDATION:
Staff recommends the City Council and the Culver City Redevelopment Agency
Board (Agency Board) (1) designate the 2011 Taste of the Nation Los Angeles event
a City and Agency-sponsored event and (2) approve an Agency-funded sponsorship
of the event in the amount of $15,000.
BACKGROUND:
For the past six years, the Taste of the Nation Los Angeles event (TOTN) has been
conducted in downtown’s Media Park. The TOTN event brings together the finest
chefs for a food and wine tasting charitable event.|1010| The event is managed and
promoted by Share Our Strength (SOS), a non-profit charitable organization, whose
goal is to raise money to end childhood hunger throughout the United States.
In prior years, staff worked with SOS to conduct the event, which resulted in positive
marketing impacts, economic benefits, and positive public exposure for downtown
and Culver City as a whole. The event continues to grow in popularity becoming
synonymous with Culver City and reinforces the City’s reputation as a culinary
destination.
City of Culver City, California
Agenda Item Report
Page 2 of 4
Last year, the City Council and Agency Board approved nearly $19,500 in
sponsorship of the TOTN event ($4,500 above what had been appropriated in the
budget) in permit fee waivers, event production and marketing expenditures, and
reimbursements to the City for staff in-kind services and presence at the event.
During their meeting of December 6, 2010, the Agency Board and City Council
indicated their desire to support special events through cash sponsorships rather
than fee waivers or in-kind services.
DISCUSSION:
In a letter dated January 25, 2011, SOS’s California Director Judy Walker
announced that this year’s TOTN event is proposed to take place on Sunday, June
12, 2011. The letter also stated that SOS is prepared to take over the
responsibilities that were previously handled by City/Agency staff, including (but not
limited to): i) procuring valet parking and street closure services; ii) providing banner
hanging and sanitation services; and iii) providing liaison services with outside
agencies such as the City of Los Angeles and the Los Angeles County Department
of Health Services.
In prior years, the Agency funded and procured portable toilets, two three-
compartment sinks, the production/installation of street banners, security, fencing,
valet parking, and traffic control services. This year, the sponsorship package
request is to provide $15,000 in cash to SOS to be used to reimburse expenses
related to the TOTN event. SOS will also be responsible for costs and procurement
of all services and products that were previously funded or waived by the
City/Agency. Staff time to assist (an in-kind fee) will, therefore, be greatly reduced.
Tonight’s discussion is intended to allow the City Council and Agency Board the
opportunity to provide staff input and direction on SOS’s proposal for this year’s
TOTN event.
City/Agency Sponsorship
SOS requests that the City allow the organization to post banners in the public right-
of-way to advertise the event. Unlike last year, SOS will fund the cost of the banners
and City permit fees.
To be categorized as a “sponsored” event by the City or Agency, an event must
comply with Culver City Municipal Code (CCMC) Section 17.330.040.B.7.b.ii.
confirming that the City and/or 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 thereof. City of Culver City, California
Agenda Item Report
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The CCMC requires both (a) AND (b) conditions be satisfied. In addition, the use of
staff resources, equipment, etc., for an event does not in and of itself constitute
participation in the event such as 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 or Agency sponsored, the City Council or Agency Board
must determine, by specific action, that the above criteria have been met.
In summary, in order to be eligible to install banners in the public right-of-way, the
City Council and/or Agency Board would need to take the following actions|1010|:
1. Determine that the TOTN is a City and/or Agency sponsored event; and
2. Support the event in an amount no less than $1,000, which may take the
form of a fee waiver.
SOS requests that the City Council and Agency Board designate the TOTN 2011 a
sponsored event, based upon the above criteria. If so designated, the License
Agreement will reflect these actions thereby making SOS eligible to place banners
in the public right-of-way.
FISCAL ANALYSIS:
Including this year’s request, if approved, SOS will have received approximately
$60,000 in assistance from the Agency and City from 2008 through the 2011 TOTN
event.
The SOS January 25, 2011 letter requests almost exactly the same monetary level
of assistance from the Agency for this year’s event, minus the in–kind cost for a staff
person to perform the work, most of which is not necessary this year.
A complete table of the costs assumed by the Agency for last year’s event, which
will be assumed by SOS for their TOTN 2011 event, is included as Attachment No.
3.
The Agency Board Approved Budget for Fiscal Year 2010/2011 includes a $15,000
appropriation in the Economic Development Account (No. 55090200.610200
“Marketing Services.”) for the TOTN 2011 event.
ATTACHMENTS:
1. Share Our Strength’s letter dated January 25, 2011
2. Taste of the Nation 2011 Sponsorship Opportunities Information
3. Costs table for 2010 City of Culver City, California
Agenda Item Report
Page 4 of 4
4. Minutes from the December 7, 2009 joint City Council and Agency Board
meeting.
MOTION:
That the City Council:
1. Discuss and provide comment on the proposed Taste of the Nation event; and
2. Designate Taste of the Nation a City-sponsored event;
That the Culver City Redevelopment Agency:
1. Discuss and provide comment on the proposed Taste of the Nation event;
2. Designate Taste of the Nation an Agency-sponsored event;
3A. Authorize the purchase of a sponsorship package for $15,000 as budgeted;
OR
3B. Authorize the purchase of a sponsorship package for $_______.
NOTES:
|1010|The Ivy Substation and adjacent Media Park are located at the easternmost portion of
Downtown Culver City. While the Ivy Substation and Media Park are located in the City of
Los Angeles, their use is managed by the Agency pursuant to a long-term lease between
the Agency and the City of Los Angeles. Pursuant to the Lease, the TOTN event is allowed
to serve alcoholic beverages through the Agency’s Media Park use policies (Resolution
#2010-A008) and through the City of Los Angeles’ permit process for special events.
|1010|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)
MEETING DATE: March 7, 2011
AGENDA ITEM: Consideration to Designate the 2011 Taste of the Nation
Los Angeles Event as a City- and Agency-Sponsored
Event and Agency Purchase of a $15,000 Marketing
Sponsorship Package.
ATTACHMENTS
Pages
1. Share Our Strength’s letter dated January 25, 2011 1
2. Taste of the Nation 2011 Sponsorship Opportunities 2-10
Information
3. Costs table for 2010 11
4. Minutes from December 7, 2009 City Council and 12-14
Redevelopment Agency Board meetings.
January 25, 2011
Dear Jeremy,
On behalf of the committee and Share Our Strength, thank you ever so much for considering
hosting the event again this year. As we enter the 23
rd
year, we know that this year will once
again bring the finest chefs together to help end childhood hunger in the United States. We are
hopeful that this year will mark our seventh successful year in Culver City, and have reserved
June 12, 2011 as our event date.
I understand there are some changes this year and we are prepared and delighted to take over
the many responsibilities that were previously handled by staff. I have attached our sponsorship
levels for 2011, I’m happy to walk through them with you or anyone in the agency or create a
package that meets your goals and needs.
Thank you for your assistance. We look forward to working together again this year.
Sincerely,
Judy Walker
CA Director
ATTACHMENT 1
12011 Sponsorship
Opportunities
Tt fth Nti Taste of the Nation
100% of ticket sales support Share Our Strength’s efforts to end
childhood hunger.
ATTACHMENT 2
2GROWING UP HUNGRY
Nearly 17 million kids in America struggle with hunger.
That’s almost one in four who don’t have consistent access to enough nutritious food to lead healthy, active lives. They live in food- gy, y
insecure households and as a result, they struggle with hunger.
Despite its devastating and highly visible consequences, childhood hunger is invisible. You can’t see it just by looking, and you can’t
measure it in pounds, but it is among us: it affects black, white, Asian and Hispanic, short and tall, thin and chubby.
IN LOS ANGELES
27.3% of households with children have experienced food hardship between 2008-2009. — FRAC, January 2010
Share Our Strength’s Taste of the Nation® is the nation’s premier culinary benefit dedicated to making sure no kid grows up hungry Share Our Strength s Taste of the Nation® is the nation s premier culinary benefit dedicated to making sure no kid grows up hungry.
3OUR GOAL
END CHILDHOOD HUNGER
BY 2015 BY 2015
About Taste of the Nation
Share Our Strength’s Taste of the Nation
®
is the premier culinary benefit dedicated
to making sure no kid grows up hungry Each spring and summer the nation's hottest to making sure no kid grows up hungry. Each spring and summer, the nation s hottest
chefs and mixologists donate their time, talent and passion at nearly 40 Taste of the
Nation events across the United States and Canada, with one goal in mind: to raise the
critical funds needed to end childhood hunger in America by 2015.
Taste of the Nation events are nationally supported by American Express, Sysco, Food
Network, Brown-Forman, San Pellegrino Sparkling Natural Mineral Water. Since 1988,
Taste of the Nation has raised more than $73 million Funds raised in 2010 supported Taste of the Nation has raised more than $73 million. Funds raised in 2010 supported
135 organizations in the United States, Canada and abroad.
Taste of the Nation brings together the finest chefs and restaurants, top corporations and
i di id l t i th iti l f d d d t d hildh d h i A i b individuals to raise the critical funds needed to end childhood hunger in America by
2015. This year, our goal is to raise $300,000 to ensure that no child in the United States
grows up hungry.
4OUR GOAL
END CHILDHOOD HUNGER
BY 2015 BY 2015
About Share Our Strength
Share Our Strength
®
a national nonprofit is ending childhood hunger in America by Share Our Strength , a national nonprofit, is ending childhood hunger in America by
connecting children with the nutritious food they need to lead healthy, active lives.
Through its No Kid Hungry Campaign
™
—a national effort to end childhood hunger in
America by 2015—Share Our Strength ensures children in need are enrolled in effective
federal nutrition programs, invests in community organizations fighting hunger, teaches
families how to cook healthy meals on a budget, and builds public-private partnerships
to end hunger both nationally and at the state level to end hunger, both nationally and at the state level.
Working closely with the culinary industry and relying on the strength of its volunteers,
Share Our Strength hosts innovative culinary fundraising events and develops
ii kti i tht tNKidH Viit pioneering cause marketing campaigns that support No Kid Hungry. Visit
www.Strength.org to get involved in the No Kid Hungry Campaign.
5TASTE OF THE NATION
REACHES COVETED DEMOGRAPHICS*:
• HIGH INCOME: 41% with household income > $125,000
• WELL EDUCATED: 80% college grads; 35% post-grads • WELL EDUCATED: 80% college grads; 35% post grads
• BOOMERS & GEN-X: 25% 45-54 years old; 31% 35-44 years old
FREQUENT DINERS 34% t t 10 ti / th • FREQUENT DINERS: 34% eat out 10 or more times/month
• SOCIALLY AWARE: 98% reported awareness of the impact of ticket sales on
Share Our Strength’s mission g
*Data from a survey of Taste of the Nation online ticket purchasers in select cities conducted by Share Our Strength from May – August 2008.
6OUR IMPACT
At Share Our Strength, we don’t just talk about ending childhood hunger in America -
we have a strategic plan to do it. It begins with supporting the most successful
organizations working to end hunger in the United States while simultaneously
fi fft f i ildi focusing our efforts on four primary areas, including:
Increasing access to public and private programs that provide food to children and
their families;
Strengthening community resources that connect children to healthy food; gg y y;
Improving families’ knowledge about available programs and how to get the most
from limited resources; and
Supporting nutrition education for low-income families.
7OUR IMPACT
In 2011 proceeds from Taste of the Nation will locally support these organizations that
are dedicated to fighting childhood hunger.
Los Angeles Coalition to End California Food Policy Advocates: Los Angeles Coalition to End
Hunger & Homelessness: Works
collectively to end hunger and
homelessness in the Los Angeles
area. www.lacehh.org
California Food Policy Advocates:
California’s only statewide anti-
poverty program with a focus on
hunger and malnutrition among low-
income people. www.cfpa.net
Los Angeles Regional
Foodbank: Mobilizes resources
to fight hunger in the Los Angeles
area. www.lafoodbank.org
California Association of Food
Banks:
Provides a unified voice among food g
St. Joseph Center: Provides
working families and homeless
individuals with the resources they
need to support themselves
g
banks to maximize their ability to
build a well nourished
California. www.cafoodbanks.org
Center for Community and Family need to support themselves.
www.stjosephctr.org
Center for Community and Family
Services: Serves low-income
families by providing child
development and nutrition and job
training. www.ccafs.org and direct
feeding programs. www.feedoc.org
8TASTE OF THE NATION
ShiO titi Sponsorship Opportunities
PREMIER $20 000 PREMIER: $20,000
Premier positioning of company’s logo on all printed event material
Premier positioning for event signage
Premier positioning and link on Taste website on www.tasteofthenation.org
Sponsor recognition as local presenting sponsor during opening remarks at event
Opportunity for live comments during the event Opportunity for live comments during the event
Company name listed in all press releases
Logo inclusion in email blast
Product or literature in post-event goody bag
24 tickets
PLATINUM : $15,000
Company’s logo on all printed event material
Company name listed in all press releases
Event signage opportunity
Premier positioning and link on Taste website on www.tasteofthenation.org pg g
Logo inclusion in email blast
Product or literature in event goody bag
16 tickets
9TASTE OF THE NATION
ShiO titi Sponsorship Opportunities
GOLD: $12,000
Company’s logo on all printed event material
Logo on Taste website on www.tasteofthenation.org
Product or literature in event goody bag
20 tickets
SILVER $10 500 SILVER: $10,500
Event signage opportunity
Product or literature in event goody bag
16 tickets
BRONZE $7 500 BRONZE: $7,500
Product or literature in event goody bag
10 tickets
Taste of the Nation offers a great opportunity to reach coveted demographics in our community.
We can work with you to develop a customized sponsorship package. With your support, we can
help ensure no child in America grows up hungry.
Thank you for your consideration,
Judy Walker
CA Director
jwalker@strength.org
949-481-7792
10Taste of the Nation
Request for Assistance
Comparison
Costs for the 2010 Taste of the Nation Event
Agency Costs:
Expenditures:
Portable toilets, Fencing Sinks $4,442.30
Banners (adjustment to last year's) 222.24
Security 252.00
Valet Parking 2,822.00
Traffic Control 999.00
Staff Time (In Kind Cost)
Liaison for event 4,400.00
Total costs for Agency $13,137.54
City Costs:
Fee Waivers:
Treasury permits 36.00
Fire Prevention permit 520.00
Banner permit 237.00
Street closure permit 500.00
Staff Time (In Kind Cost) ()
Sanitation services 1,500.00
Banner installation/removal costs 464.00
Total cost for City $3,257.00
TOTAL COSTS $16,394.54
ATTACHMENT 3
11
EXCERPT FROM CITY COUNCIL MEETING:
ADJOURNED REGULAR MEETING OF THE December 7, 2009
CITY COUNCIL, CITY OF CULVER CITY, 6:30 p.m.
CALIFORNIA
Joint Item
Item J-1
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.
Jeremy Green, Cultural Affairs Division, provided a summary of
the material of record.
Councilmember Malsin moved the staff recommendation with the
exception of the purchase of new banners.
Discussion ensued between the City Council, staff and a
representative of Taste of the Nation regarding benefits to the
City; concern with purchasing new banners and a suggestion to
re-use the ones from last year; effectiveness of the banners;
costs for portable sinks; a suggestion to add $500 to update the
banners; and a correction to the account number in the staff
report.
MOVED BY COUNCILMEMBER MALSIN, SECONDED BY MAYOR WEISSMAN AND
UNANIMOUSLY CARRIED, THAT THE CITY COUNCIL:
1. DISCUSS AND PROVIDE COMMENT ON THE TASTE OF THE NATION
EVENT;
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.
o0o
ATTACHMENT 4
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