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HomeMy WebLinkAbout8.3 ClassicAffairAtCivic CITY CLERK File#1 I1. [ -I 110 AGENDA STATEMENT CITY COUNCIL MEETING DATE: December 17, 2002 SUBJECT: Classic Affair at the Civic Report by Paul McCreary, Parks & Community Services Manager ATTACHMENTS: None RECOMMENDATION: Determine whether the event should continue. If so, recommend  ~"'~A/~' moving forward with the changes proposed by Staff or provide alternate direction. FINANCIAL STATEMENT: None DESCRIPTION: The Classic Affair at the Civic is a cultural arts event designed to showcase local artists and give the City of Dublin a more formal special event. The event was first held in June of 2001 and was again held in June of 2002. The following is a brief history of the event for the first two years. Event History The first event was held on June 8, 2001 and was intended to "kick-off" the Summer Concert Series held during July and August at the Civic Center. It was called the Classical Affair at the Civic and a string quartet provided classical music as entertainment. The event was held outdoors in the courtyard and in the lobby of the Civic Center. Elliston Vineyards provided wine, champagne and hors d'oevres. Sixteen local artists were on exhibition in the Regional Meeting Room. Publicity consisted of newspaper and magazine advertisements, the Activity Guide, posters, website postings and promotions through the Chamber of Commerce and the Tri Valley Convention and Visitors Bureau. The event attendance,. including paid attendance and complementary tickets to artists and sponsors was approximately 75. The expenditures for the event were within 5% of the budgeted amount, however, revenue from ticket sales were much loWer than expected at less than 30% of projected. The City of Dublin subsidized the event by approximately $5,700. The second year the event was held on June 22 and the name was changed to the Classic Affair at the Civic at the suggestion of the Heritage and Cultural Arts Commission to allow for flexibility in the choice of music from year to year. This year a brass quintet provided the musical entertainment for the evening. The location remained the same. Concannon Vineyard supplied the wine and Checkers Catering catered the event. This year only eleven artists exhibited in the regional room. Publicity consisted of newspaper and magazine advertisements, the Activity Guide, posters, targeted direct-mail postcards, website postings and promotions through the Chamber of Commerce, the Th Valley Convention and Visitors Bureau and Concannon Vineyard. The event attendance, including paid attendance and complementary tickets to sponsors and artists was approximately 50. COPIES TO: ITEM NO. G:\COUNCILXAgenda Statements~2002\12-17-02 Classic Affair. doc / ,~..~ ~ The expenditures for the event were budgeted at 10% lower than the previous year and were within the amount budgeted, but the revenue from ticket sales was well below expectations and represented only 19% of budgeted projections. The City of Dublin subsidized the event by approximately $5,300. The event has not reached the attendance goals set out by Staff and consequently direction from the City Council on the future of the event is requested. Since the participation goals have not been met and the event has been heavily subsidized the event could be canceled. If the Council would like the event to continue, Staff has brainstormed ways to modify and market the event in order to reach a greater audience. Below are recommended changes to the event for consideration by the Council. Recommended Changes for 2003 Event Date and Time Staff recommends moving the event to Saturday, May 17, 2003 from 7:00 P.M. to 9:00 P.M. Thedate change would eliminate local competition with other special events, graduations and numerous art exhibitions during June. Location and Layout Staff recommends moving the event inside to the new Dublin Library. Last year the prevailing winds of Dublin made the event quite chilly outdoors. Staff estimates that approximately 125 people could be accommodated. The entertainment would be located off the main rotunda so that the rotunda floor could be used for dancing. Folding chairs and tables will be placed in the auxiliary rooms and in the main lobby for seating. (This would have to be confirmed with the Alameda County Library.) Entertainment The suggestion is a Big Band or Swing ensemble, this would allow for dancing throughout the evening. Food Last year, the food and wine were a success. The only minor change would be to include Champagne and upscale beers. Art Exhibition Staff recommends that the artist exhibition hang, free to the public, for a week prior to the event. This would provide additional exposure to the event and also make it more appealing to the artists. Promotions Staff would produce promotional materials internally. Advertisements would be placed in select publications based on the target audience and also in the City's Activity Guide. Other promotional suggestions are to give presentations to local service groups and include flyers in the registration confirmations for other City programs. Another suggestion is to offer a discount for tickets purchased in advance and for group ticket purchases. Designate as a Fundraising Event Staff suggests that the Council consider using the event as a fundraising effort to benefit a City program or facility. For example event proceeds could be used to purchase sheet music and equipment for the new Heritage Center Choir and Band. Staff has determined that sponsorships and ticket sales are both more responsive to a benefit type event. Page 2 of 3 Recommendations by Commissions Both the Heritage and Cultural Arts Commission and the Parks and Community Services CommissiOn unanimously recommended continuing the event for another year. Both commissions agreed with the recommendations made by Staff. The Commissioners felt that a benefit for the Heritage Center would not garner as much community support as a fundraiser for one of the larger non-profit organizations in Dublin. However a majority of the Commissioners felt the event should benefit a City sponsored program. Based on these comments, Staff suggests parmering with the Dublin Senior Center Foundation for the event. The Foundation has been fundraising for many years for the City's new Senior Center and construction of the new facility will begin within a year. Additionally the Senior Center supporters are one of the target audiences for this event. This could generate significant interest in the event. If the Council concurs, Staff will contact the Senior Center Foundation to determine their interest in participating in the event. RECOMMENDATION: Staff recommends that the City Council take the following action: 1. Receive report on history of event. 2. Receive report on recommended changes t6 the event. 3. Determine whether the event should continue. If the Council prefers continuing the event, recommend moving forward with the changes proposed by Staff or provide alternate direction. Page 3 of 3