HomeMy WebLinkAboutItem 4.12 Pasta Festival/EckerCITY CLERK FILE # 0600-30
AGENDA STATEMENT
CITY COUNCIL MEETING DATE: May 16, 2000
SUBJECT:
Selection of Pasta Festival Producer
Report Prepared by Paul McCrea.ry, Recreation Supervisor
ATTACEIMENTS:
1) Proposal from Eckerstrom ProductiOns
RECOMMENDATION:
1) Receive report and authorize the City Manager to negotiate and
execute a multi-year agreement with Eckerstrom Productions for
an annual- fee not to exceed $24,500 plus 10% of cash
sponsorships and 40% of any net profit.
2) Direct Staffto change-the dates of the Pasta Festival to October
7-8, 2000.
FINA/~CIAL STATEMENT:
The contractor's proposed annual management fee is $24,500 plus
10% of cash sponsorships and 40% of any net profit. Sufficient
funds are available inthe FY 1999/2000budget.
~-"-~"}ESCRIPTION: At the April 4, 2000, City-Council meeting Staff was directed to
.circulate a Request' for Proposal(RFP) for management services for the Pasta Festival. The Council also
directed Staff fo change the date and location'of the 2000 Pasta Festival t° September 16-17 on Amador
Valley Boulevard between Regional Street and Donohue Drive.
Staff distributed the RFP to ~21 event production firms in Cahfomia. Three proposals were received by
the April 26, 2000 deadline. Firms submitting proposals included EckerstrOm Productions, MSA
Consultants, and Terry Pimsleur and Company, Inc.
Staff including the Parks and Community S~m'vices Director, Economic Development Director and the
Recreation Supervisor for Special Events conducted interviews with-all three firms. Following the
int~,s and after checking references, Staff recommends that the City enter into an agreement with
Eckerstrom Productions to produce the Pasta Festival.
While ail-three firms~ were qualified to provide the services requested by the City, Staff believes that
Eckerstrom Productions is the best finn to successfully manage the Pasta Festival. In addition to offering
the most competitive management fee, Eckerstrom Productions has extensive experience with advertising,
working with local merchants, training volunt....,~e, rs and securing high~quality artists and hand-made craft
vendors. Although Terry Pim.~leur & Company 'has done a~good job producing the St. Patrick's Day
Festival, they currently have seven festivals scheduled between now and the date of the Pasta Festival.
Four of those festivals are back-to-back during the month of September. Considering Terry Pimsleur's
H:XPCS\pasmpmducer. do¢-
COPIES TO: Eck om Productions, Inc.
ITEM NO.
current schedule, Staff was concerned with their ability to successfully plan the Pasta Festival. ,By
comparison, Ekerstrom Productions only has five events between now and the Pasta Festival.
Additionally, having a different promoter for the Pasta Festival will ensure that Dublin has two unique
festivals each year.
E CKERSTR OM PRODUCTIONS' BACKGROUND AND PROPOSAL
Eckerstrom Productions is located in Foresthill (near Auburn, California) and has been in business for 16
years. The company specializes in producing, advertising and operating art and wine festivals. The
owner of Eckerstrom Production previously spent 15 years in Chamber of Commerce management
working with local businesses. This experience makes them successful at working with the business
community and merchants surrounding the festival site. Two full-time staff members handle the pre-
event planning and a mature and well-trained operations staff conducts the festival.
Following is Eckerstrom Productions' current schedule of events:
June
August
September
October
Walnut Creek Art & Wine Festival
Park Street Art & Wine Festival in Alameda
Cupertino Art & Wine Festival
Lafayette Art & Wine Festival
Concord Art & Wine Festival
Folsom Art & Wine Festival
Eckerstrom Production's proposal identifies five major elements to incorporate in the festival including
food, wine and beer, entertainment, children's area and high quality artists and crafts. Additionally
sponsorship sales, non-profit participati°n and local commercial involvement are considered integral to
the success of the event. Eckerstrom Productions makes a strong recommendation to feature Jazz
entertainment. The company firmly believes that the entertainment should be "background'.'
entertainment that creates a certain ambiance. By using a Jazz format the entertainment costs could also
be reduced. Eckerstrom Productions strongly supports the participation of local restaurants and would
have backup vendors (i.e. faire food) in place if spaces were remaining.
The producer's goal would be to bring in more than 100 quality artists and crafters for the event and keep
them separate, from commercial vendors. However, with only four months remaining this could impact
the number of artists purchasing.a space at the festival. A rather strict jury program is used to eliminate
manufactured and/or imported items. Eckerstrom Productions would allow Dublin businesses to
participate in the festival. Businesses from outside of Dublin would have to become a sponsor in order to
participate in the event.
Staff contacted several clients of Eckerstrom Productions including the City of Fairfield, Walnut Creek
Chamber of Commerce, Park Street Merchant Association of Alameda, Concord Chamber of Commerce
and the Cupertino Chamber of Commerce. Each rated Eckerstrom Productions as an outstanding
company that produces a high quality event. In two cases Eckerstrom Productions was highly successful
at produCing a quality event with a reduced number of months with which to plan the festival. The fu-m's
ability to work with non-profit organizations and train volunteers was noted by several references, as well
as the excellent customer service provided to vendors, sponsors and festival attendees. Eckerstrom
Productions has been producing several of these festivals for over 10 years and has consistently produced
successful events.
EVE~N~ DA
Eckerstrom Productions cun-ently produces two ~v~ts in $~ptember. One of the events is on the
weekend of September 16-17, which are the dates for the 2000 Pasta Festival. In order to insure success,
,~-. the company prefers to produce no more than two events per month. Therefore the contractor is
requesting that the date of the 2000 Festival be changed to October 7-8. Staff contacted the Tri-Valley
Convention & Visitors Bureau and ascertained that there are no conflicting events scheduled in the area
that weekend. Changing the date would also allow for an additional three weeks of planning.
RE COMMENDyI TION
With only four months to plan the 2000 Pasta Festival, time is of the essence. Proper lead time is
needed to recruit sponsors and adequately organize the event. In order to assure a successful event
p. lanning of activities must move forward at this time. Staff recommends that the City Council
authorize the City Manager to negotiate and execute a multi-year a~eement with Eckerstrom Productions
for an annual fee not to exceed $24,500 plus 10% of cash sponsorships and 40% of any net profit, and
direct Staff to change the dates o£the Pasta Festival to October 7-8, 2000.
ECKERSTROM
l -odue ons
~~ McCreary' Recreaii;n suoelvisor
city of Dublin
100 Civic Plaza
'Dublin, CA '94568
April 18, 2000.
Dear Paul,
Following will be our proposal for this year's City of
Dublin Pasta Festival. Before getting into the essence of
the proposal, i wish to off=~- a comment pertinent to certain
relatively major changes that our company will suggest for
you and the council's perusal. We initially suggest that
a firm Mission Statement is established pointing out the
specific goals the City wishes to achieve.
The changes we shall address are based upon our event
production, over the past sixteen years. They are, in our
mind, quite serious and could, in fact, alter the overall
success and acceptance,, of the event.. These changes are
based upon production of some 100 comparable shows.
First, our essential goals are always to create an event
that will attain both financial and esthetic goals. We can,
with pride, point to any number of events we are currently
involved with that adhere to those elements. We believe that
your event would compare favorably with shows we produce in
Walnut Creek, Alameda and Lafayette, to name just a few.
Additionally, our production experiences with the Rogers
Company lend an even greater familiarity with major productions
that encompass the structure and needs of the Pasta Festival.
We firmly believe, depending upon the goals the city wishes
to achieve, that emp!oyment of no less than five major elements
be incorporated into the planning and production. They are:
1. Food
2. Wine and Beer
3. Entertainment
4. Children's area
5. High quality Arts and Crafts
Of lessor importance, but nonetheless integral to the event
are the areas of:
1. Sponsorship sales
2. Non-profit organizational participation
3. Possible commercial involvement
ATTACHMENT I
5151 Cold Springs Drive, Foresthill, CA. 95631 · Phone (530) 367-4557 · Fax (530) 367-4899
(2)
Of those in the first category, we strongly advise
the use of Jazz entertainment, as opposed to that of Rock/Roll
Rhythm and Blues. If you wish to eliminate inebriation and
possible physical scuffles Jazz should be seriously considered.
Jazz attracts a more mature audience that has a capability and
desire to spend, with the e~hibitors, perhaps,
the single most important aspect of building, for the future.
If the exhibitors sell their wares they will return, for future
shows .... if they do not .... procuring quality vendors next year
will be difficult, at best. Again, we address the
preeminent need for quality and numbers from the exhibitors.
We also are firm in our beliefs that the entertainment
should be oriented to that of "background" entertainment and
not feature special groups such "The Coasters". In our
experience people attend such an event to enjoy the overall
ambiance .... background music creates that atmosphere.
A "concert" type program attracts primarily an audience that
is there specifically for the entertainment with minimal
interest in the exhibitors. The Arts and Crafts should be the
primary focus, of the'event. Simply stated, it represents one
of the greatest revenue centers and attracts the type of people
that the Dublin business community would want to see return
for leisure shopping.
Finally, by utilizing a Jazz format we are able to reduce
the entertainment portion, of the budget, substantially. The
essence of this philosophy is then to provide an extremely
enjoyable form of entertainment while impacting the expenditure
side of the budget, in a very positive manner.
A second change we would offer would be not to combine
the Arts and Crafts, with the commercial booths.. There needs
to be some defined separation between the two. Quality craftsmen
and fine artists clearly do not like being grouped together
with commercially oriented vendors. This can be done without
alienating either assemblage. This factor is, again, aimed
at establishing a solid footing for the future.
As regards food, we strongly support the participation
of local restaurants, we have a program that would offer
Dublin eating establishments the first opportunity to
participate. However, if by some reason, there were not enough
participating restaurants, from Dublin, we would have
to have a back-up plan to ensure that there was adequate
food, for the week-end. We have such a plan that has worked
successfully for many years. We suggest such a plan due to
the rather limited preparation time.
it is difficult to understand why the event drew such a
low number of exhibitors last year, but if the exhibitors
were integrated with the commercial booths that might well
offer an explanation. It would be our goal to bring in no
(3) c~Q ;5
than 100 quality exhibitors, however, with the relatively short
· preparation time this could be difficult. As I'm sure
you know, quality exhibitors put their show calendars together
early in the year. We would propose a direct mail campaign
along with a solid advertising program, in various trade
publications.
We utilize a rather strict jury program which allow us
to eliminate manufactured and/or imported items from our shows.
Our vendor participation stipulates only hand made items, by
the exhibitor and fine art.
Finally, you had indicated that the September dates were
not finalized, based upon that point and the fact that our
production schedule runs quite heavy at this time, of the year,
we would propose that council and staff consider the dates of
October 7 and 8 to stage the Pasta Festival. This would allow
for at least a few more weeks of preparatory time, as well.
Our proposal will .now address the content portion of your
request.
Point #1
Having spent nearly fifteen years in Chamber of Commerce
management, our company has a somewhat unique approach to
Civic event management. We have worked with virtually all phases
of the business community and have developed a sense
of their needs, attitudes and wishes. It is with these thoughts
in mind that we plan and execute our event business plan.
We also have a sincere desire to "tailor" the event to the
needs and aims of the community. We attempt to attract as many
local residents, to participate, as is possible. It would then
be a Dublin event primarily for Dublin residents. However,
in order for the event to be financially successful there is
an obvious need to attract attendance from the periphery areas
around Dublin and those areas deemed important to projected
attendance needs.
We attempt to address an audience of essentially middle aged
people knowing that the natural concept of the celebration will
bring in the younger population, as well. We attempt to
structure the event with those age groups, in mind. We know
that in order for the event to succeed financially we must have
the middle age audience. These generally are the folks who
have the capacity to spend and do. A significant factor in
the event's success will be how well the exhibitors sell their
wares. If they are .successful - the show generally is
successful.
We stress the attraction of hand made items and fine art. We
will not accept manufactured or imported items. Quality of
the vendors equates directly to the quality.of the event and
a positive image, for the city and Eckerstrom Productions.
Our entire plan of action is positioned toward image
enhancement. Experience has shown that solid events ithat
focus upon quality are those events that prosper and have long
standing and successful runs. If the Pasta Festival
maintains such a position then Eckerstrom Productions
should stay in position to manage the show in the future.
We also approach' each event from the standpoint of structural
quality. What we do this year will have a distinct impact upon
what happens next year and the future. It is imperative that
each phase, of the event be sound. Our goals are to amortize
this year's efforts, over no less than three years, in order
to establish, a solid base upon which to build, for the future.
This is why, after the first successful production, we wish
to contract, with our sponsors, for no less than a three .year
period.
We would work with each volunteer group preliminarily to ensure
they understood their functions on pouring, etc.
Even though they are "paid" for their services it is still very
important that they are made fully aware of why they are there
and what their "duties" are. By example: pouring, of the wine,
is crucial. Overpours can create a huge deficit in projected
revenue.
Point #2
in the sixteen years we've been producing civic events we are
auite proud of the record we've established. Our professional
background includes a lengthy period in advertising beginning
wish years in radio and television, i5 is our belief that
advertising may be the single most important aspect of an event'
You might have the finest possible show but if people do not
know what, where or when your chances of failing are enhanced.
We stress effective advertising and we know how to evaluate
what media is needed to properly promote the evenn.
Additionally, we spent a nuraber of years employed by a company
from Oh'io that did nothing but stage major civic celebrations.
The Rogers Company has been producing successful, historically
oriented events for over 90 years. I produced 21 major shows
from Texas to Wisconsin, Pennsylvania, indiana, Illinois and
New York.
Perhaps, our most valuable experience was derived from my
years in Chamber of Commerce management. I was CEO for
Chambers in Union City; Yuba City-Marysvi!!e; Vailejo and
Santa Clara. We had the good fortune of assembling what
is now a major Tourist and Convention Bureau, in the City
of Santa Clara. Many of the duties I performed in those
positions are integral in our production business. In our
'case the adage "Experience is the best teacher" is quite
.applicable.
Point #3
Much of the pre-show activity will be handled by myself and
my wife. In that we perform these specific duties daily we
know when and who to contact for various services. We are
proud of the subcontractors we work with. In most cases we've
been dealing with them, for Fears, and are confident of their
performances.
We have needed forms, letters, procedures and correspondence
sources, in Place, thereby speeding up the necessary procedures
that are needed for the'Dublin Show. Our basic Plan of Action
and reverse scheduling system make each event we produce a
question of "following the directions', with checks and double
checks employed.
We have a cadre of trained personnel that we bring in on shows
such as the Dublin PastalFestival. They are trained in specific
areas of show production - they are mature and responsible.
Our program includes us beingon site no less than three days
before the event and full time during the actual show. Should
any situations arise~ we are there to resolve them.
Point
We have included several letters of recommendation, of which
we are quite proud. We encourage you to check our references
we feel we've earned whatever plaudits we've received, in our
business - all too often - pseudo event promoters are hired
with little or no checking being done as to their experiences.
These are the people that create a questionable image to our
industry. Our experiences are real and valid.
Point #5
Operating Budget
Income
Beverage Sales
Glassware Sales
Food Booth
Food Commissions
Arts and Crafts
A/C Commissions
Sponsorships
Commercial Booths
Children's Area
Misc.
Total
$22,000
12,.000
4,800
1,500
14,000
7,500
16,000
14,000
.2,500
750
$95,050
Expenses
Entertainment
Wine
Beer
Advertising
Glassware
Contract Services
Production Management
Postage
Print
City Support/Services
Sponsor Commissions
Supplies
Operating Supplies
Special Events
Contingency
Misc. Rental
Total
$5,000
1,200
1,200
14,000
5,000
16,000
24,500
500
500
9,000
1,000
500
12,500
2,500
1,000
1,000
$95,400
Net InCome - $95,050
Expenses 95,400
-350
Point #6
As regards the City of Dublin, we would anticipate the following
participation.
1. Initial permit procurement procedural guidance
2. General guidance pertinent to street use and closure
3. Use of any barricades that might be needed for street
closure from Public Works
4. Street patrol during actual event
5. inclusion of "drive bys" of show site Friday and Saturday
evenings
6. ~i!ity to meet with those involved, with event, to gain
local knowledge and city policies
Point #7
Our firm is insured by Putnam, Knudsen & Wieking, Inc.
located, on Sutter Street, in Concord, CA. and State
Farm, in Cupertino.
We are insured for TWo million dollar, in Liability insurance
coverage
Point #8
We find nothing unusual in the RFP requests but would be open
to any additiona! ideas, conditions or requirements that might
enhance ~he overall show production. We would also hope that
the city would be available for periodic pre-show meetings
in order that we might ensure we are adhering to prescribed
city policies.
Point #9
As stated in point #8, we have nothing, at this time, that
we are able to bring forth that might have immediate bearing
upon the production, of the Pasta Festival. We would, however,
hope to establish a liaison person, with the city, that we
could utilize should any situations arise that might call for
clarification. We feel concise communication abilities are
important in order to ensure proper production procedures and
important follow up.
Conclusion -
This proposal is basic but we.feel contains the pertinent
information to create a relationship, with the City of Dublin.
The essence of any successful event is to ensure that the many
basic details - and there are many - are evaluated and
interspersed into the primary Production Plan of Action.
We are proud of the work we have accomplished, over the past
fifteen years, and can point to our ability to bring the
events we've produced to a successful aesthetic and financial
conclusion. The majority of our contracts are for up to
five years. We feel this is an illustration of our ability
to work with various organizations in fulfilling their goals.
Should we strike an agreement it would be our intention to
spend considerable time in Dublin, to familiarize ourselves
with your community - to meet the business people who may
be impacted, by this event, and share, with them, ways that
they can profit, from the Pasta Festival, instead of
interpreting it as a week-end of no sales. We believe that
this is an important aspect of any community celebration
that is conducted in a business area.
Finally, there are, I'm sure, questions both the City and
Eckerstrom Productions will have to'have answered pertaining
to the many elements, of the event. This I believe must
occur for we would be working together, for the first time.
I'm sure the City has certain, specific aesthetic elements
they would like to see incorporated.
spectfu!ly submitted,
Mel Eckerstrom
President
Eckerstrom Productions
To Whom it May Concern:
The City of Fairr'ield contracted with Eckerstrom Productions to produce its first ever art
and wine event. The staff found Eckerstrom Productions provided great leadership and
stewardship in our first ever art and wine event. Eckerstrom Productions specifically
provided adequate expectations for revenue and detailed expenses. I found them to be
detailed in production of the event and considerate of the program participants.
Eckerstrom Productions also provided an extremely detailed post event assessment.
The post event assessment was important in planning future events.
I would be glad to answer any specific questions regarding the arrangements with
Eckerstrom Productions and the City of Fai~eld.
Sincerely,
CURTIS H. HUNT
/5
CUPEKTINO CHAMBER. OF COMMERCE
TO:
SI:
I)T:
VV-horn it May Concern
3ohn Statton, Ex~utive Director
Eckerstrorn Productions
~'aJu .ary 24, 1996
We have enjoyed working with Eckerstrom,Productions in the creation and management of our
m~mmer Art & .Wine Festival Mol and Annette have proven themselves to bc professional in their
dealings with the Chamber and their a,~-dst and we have nothing but the highest praise for their
work
This last year we signed Eckerstrom Productions late in the season, Despite a reduced number of
months tO. line uo artist for our Festival, they came through with flying colors. We know that this
represented a sJ~ificant amount of work on their part and we never had anything but confidence
that they would be able to perform.
The best thing about working,with them is their wi111ngness to work.with the sponsoring
org~nizafi°n sponsoring to.craft, a successful event. They bring many years of experience to the
table and are very diplomatic about what they have seen work and fail
We also enjoyed their easy dispositions. When Volunteer based organizati°ns take on major festival
events there are a number of personalities involve& Sometimes tbig can spell trouble ff your artist
prdrnotcr brings a rigid way of doing things to the table. We have been pleased that the
Eckerstrom's check their egos at'the door and are serious about getting people to work together to
produce a great event.
From what we have been able to observe the Eckerstroms also excel at artist relationships, in a
business characterized by small vendors (who are often temperamental artist) we have confidence
that that portion of thc event will be well handled. They have a knack for being accommodating to
thek artist while at the same time being able to be finn when it is required.
The bottorn line in all of this is their ability to generate funds for your organization. We have been
pleased that their contractual commitments were always met on time and in full. They are reluctant
to over promise, and leave the possibility of under performance.
Finally, in a real sense when you affiliate, with Eckerstrom Productions you are taking on a partner
that has a strong stat/e in your festival's success. We hope you will enjoy working with them as
we have in Cupertino.
RICHARD R. ROLL
1005 WHITE GATE RD.
ALAMO, CA. 94507
(925) 837-7778
8 1999
March 6, 1999
Mel Eckerstrom
5151 Cold springs Drive
Foresrhill, CA 95631
Dear Mel:
! have been meaning to write you a letter of recommendation ever since the end of
the Art & Wine .Fake last August. With my own retirement from the Park Street
Business Association, I just did not get around to writing this letter until now. I
apologize for the delay, but it obviously does not have anything to do with rny
respe~ and admiration for the.job you did.
As you know putting on an event that attracts 60,000 people is no small task. You,
Annette and your team preformed in an admiral fashion and were able to deal with
the myriad of problems that came up in a professional and efficient manner. You
very efz%ctively dealt with the over 200 vendors, the local authorities, guests and
the members of the Park Street Business Association. It was indeed a pleasure to
work with you before, during and after the event.
No matter how busy you were with other events, you always had time to talk to me
on the phone and deal with my problems. If you promised to do something, it ,,vas
done. During the actual days. of the event, things seemed to move very smoothly
and problems were handled in an easy manner.
The bottom line for me is that you produce an excellent event, do it with a
minimum of problems and most of all en,joy what you are doing. If anyone were
thinking of putting on an event similar to the Art & Wine Faire I would strongly
recommend you and your team as the event producers.
I enjoyed working with you on the 1998 Art & Wine Faire and took forward to
working with you again this"year.
Sincerely, ,
Greater Concord Chamber of Commerce
Contra C~ta'~ L#ading Business Assaciarion
January 29,1999
Mel and Annette Eckerstrom
Eckerstrom Productions
5151 Cold Springs Drive
Foresthill, CA. 95631
Dear Mel and Annette:
I am pleased to write this letter of recommendation for Eckerstrom Productions.
For the last se(,eral years Eckerstrom Productions has produced the arts and crafts portion
of our annual Concord Art and W'me Festival. It is a pleasure to deal with a company that
produces it's part of our Festival in such a professional manner. We relax, 'knowing that
the arts and craiSs vendors will be carefully selected, your area will be completely laid out,
and the vendors will present their products in a professional manner. You have always
performed your services as agreed, and all moneys due are paid on time.
You are also a valuable resource to us as we plan our event. We appreciate your giving
your advice freely, giving us the benefit of your many years of experience.
We look forward to many more years of working with Eckerstrom Productioni.
Brad-Nail'
Executive Vice President
2151-B Satvio Street
· Concord, CA 94520
· Telephone (510) 685-1181
Fax (510) 6~5-5623
Mel Eckerstrom.
Eckersirom Producfions
Dear Mel,
'I would like to take this opportunity to thank you for all your efforts in making
the Park Street Art & Wine Faire so successful. As we plan for the eleventh
event, the last ten with you, many of the "enhancements" that you have added or
recommend ai'e now considered "ouilt in" to the package. The .Children's Fest,
the two music stages, the street layout, the wine tasting sessions and the trolley
transportation system are al1 automatically scheduled and planned. Though the
Faire has maintained a familiar look year after year, your work has built
attendance to over 35,000 visitors. I always hear remarks of how it continues to
improve and is now .Alameda's largest single event.
As a board member and past president of the Park Stree~ Business Association, t
have'worked with you and Eckerstrom Productions on the last four events and
could not have asked for a more w~ll~ng and concerned producer and staff. The
az~2st and Vendors that you have provided have also given the Faire its high
ra~mg.
Again, than_ks for all the work and I look forward to working with you in the
years to come.
SincerEly,
(510)769-7852
" ALNUT.:.C. REEK
CHAMBER 'OF COMMERCE
To Whom It May Concern:
IT has been wonderful having the opportunity to work with Eckerstrom Productions
who have been assisting the Walnut Creek Chamber of Commerce with their Aa &
Wine Festival since 1988. Both Mel and Annette have been a delight To work with
and their participation has greatly contributed to the overall success of this annual
event.
Over the years Eckerstrom Productions has met all requirements and have provided
a wide array.of talented artists and crafts persons. Mel and Annette are detail
oriented, hard .working, and have assisted and improved the quality and flow of the
overall layout of the event tremendously~.
Eckerstrom Pr'oductions would be a true asset to any event and we' greatly lo0k
forward 'to their continued involvement with the Art & Wine Festival.
Marcie Hochhauser
Marketing Director