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CCS BS MdH f cad/councll/reports/smf97 .251997
Council Meeting March 25, 1997 Santa Monica, Callfor
TO Mayor and City Council
FROM City Staff
SUBJECT Recommendation to authonze the City Manager to negotiate and execute a
sole source agreement with Commumty Arts Resources (CARS) to produce
the Santa MOnica Festlva/1997 A CelebratIOn of Our Commumty Roots In
an amount not to exceed $49,000, and to Increase the necessary
appropnatlon by $20,500
INTRODUCTION
ThIS report recommends that City Council authorize the City Manager to negotiate and
execute a sole-source agreement with Community Arts Resources (CARS) to produce the
Santa MOnica FestIval 1997 A Celebration of Our Community Roots In an amount not to
exceed $49,000 and to Increase the necessary appropnatlon by $20,500 which Will be fully
offset by additIonal revenue
BACKGROUND
Santa Monica Festival History
Begun rn 1991, the Santa MOnica FestIval celebrates and showcases through the arts
(performmg, visual and literary) the many cultures whIch have shaped Santa MOnica's
history and Will forge the City'S future Originally the Festival took place on the Santa
Monrca Pier In 1991 and 1992 but moved to Clover Park In 1994 as a result of
recommendations made In the Santa Monrca Cultural Arts Master Plan whIch called for
moving the focus of the City's cultural programming away from high profile areas such as
the Pier and the beach and mto the smaller community venues
Over the last four years, the Santa Momca Festival has achieved a steady growth m
popularity, In 1992 crowds were estimated at 5,000 people while In 1996, Clover Park
hosted over 15,000 dunng the course of the day Initially an event which relied exclUSively
on the City'S General Fund for finanCing, since 1994 the Festival has Increasingly received
funding from outSide sources Including local and natIOnal corporatIons, private foundatloMM 2 5 1997
and other public agencies ~ J '
1997 ~
DISCUSSION
Santa Monica Festival 1997: A Celebration of Our Community Roots
This year the Environmental and Public Works Management Department (EPWM) JOined
the Community and Cultural Services Department (CCS) as organizers of the event This
allows EPWM to take advantage of the eXIsting marketing and promotion plans as well as
the bUilt-in audience of the arts festival to promote the City'S various programs and poliCies
aiming at a more sustainable community Events planned for the Santa MOnica Festival
1997, from April 17 through 26, Include
0 Youth Programs
ProfeSSional artists have been hired to work With students In the CREST after
school program at SIX publiC elementary schools and one pubhc middle school for
five weeks to create environmentally themed public art to be used In the opening
procession of the Festival
0 Eco-Loglcal. Santa MOnica Schools Celebrate the Environment
Students from two local private high schools have been working With profeSSional
artists to explore what the environment means to them through the medium of Visual
art Their work Will be on exhibit at Santa Monica Place's Communrty Focus Gallery
opening April 17
0 Festival In Clover Park
The annual day long celebration on Apnl 19 Includes two stages of dance, musIc
and performance art, story telling booths, diverse art making workshops, a tidal pool
WIth a touch tank from UCLA's Ocean Discovery Center, envIronmental
demonstrations, garden lectures, and a play that takes place on one of Santa
Monica's Big Blue Buses
0 Festival At Virginia Park
ThiS half-day program on April 26 Will Include a workshop on how to turn found
objects Into artworks, and a Latin Jazz dance concert
Festival Budget
A Budget Breakdown
As Festival organizers have reached out Into the community over the last five years, the
Santa Monica FestIval budget has Increased With the scope of the program Contributions
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from private corporations, foundations and other public agencies have been raised to
match the Interest generated by the community The budget for the 1997 event totals
$91,105 This amount provides for planning and production expenses including staff and
equipment rentals (49%), artists fees (20%), marketing and promotion (16%), the youth
program (10%), and fund raising efforts (5%) The following table shows the Santa MOnica
Festival budget and how It will be financed
EXDenditure Budaet Sources of Financing
General Fund $37,30500 General Revenue
Current Appropriations $39,305 00 $2,000 00 Grants - Budgeted
AddItional AppropriatIons $20,500 00 $20,500 00 Donatlons- to be budgeted
Total General Fund $59,805.00 $59.805.00
Wastewater Fund $30,000 00 $30,00000 Wastewater Fund Revenue
TransportatIon Fund $1,30000 $1,30000 Transportation Fund Revenue
TOTAL $91,105.00 $91,105.00
B CARS Budget
Communrty Arts Resources (CARS) has produced the annual Santa MOnica Festival since
1992 having been selected at that time through a competitive process For this year's
event, purchase orders In the amount of $22,000 to CARS have been approved It IS
necessary to authOrize an additional purchase order for $49,000 to CARS for
Implementation of the expanded Festival program Including workshops, demonstrations
and children's activities The total amount exceeds what can be approved administratively
and requires Council approval
FISCAL/BUDGETARY IMPACT
Of the total project cost of $91,105, $70,605 IS currently budgeted The additional budget
authOrity requested at thiS time at account no 01-400-560-00000-6655-00000 of $20,500
Will be offset by additional revenue of $20,500 to be budgeted at account no 01-400-560-
00000-0485-10000
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RECOMMENDATION
Staff recommends that CounCJI authorize the CIty Manager to (1) execute an agreement
In the amount of $49,000 to Community Arts Resources for expanded productIon of the
Santa MOnica Festival 1997, bnnglng the total funds committed to $71,000, and (2)
approve the budget actions noted above
Prepared by Barbara Stmchfield, Actmg Director
Community and Cultural Services
CraIg Perkms, Director
EnVironmental and Public Works Management Department
Marra LUisa de Herrera, Cultural Affairs Administrator
Cultural Affairs DIVISIon
Hamp Simmons, Administrative Analyst
Cultural Affairs DIVIsion
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