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Home My WebLink AboutItem 6.3 Art Program Fees and Charges CITY CLERK File # D[2:j[9][5]-[]~ )( q, 'Sl) ... LO AGENDA STATEMENT CITY COUNCIL MEETING DATE: May 16, 2006 SUBJECT: Publie Hearing; Heritage and Cultural Arts Program Fees and Charges. Report by Juhn Hartnett, Heriwge &: Cultural Arts Supervisor A TT ACHMENTS: I Survey of Similar Museums 2. Excerpllrom Museum Assessment Program (MAP) Report 3 Cahfomia State Board of EducatJon History-Social Science Content Standards 4 ResolulIon Adopting a I'ee Schedule fbr Hentage Center Tours 5 Resolution Establishing a Policy for the Development of Heritage and Cultural Arts Program Fees and Charges RECOMMENDATION:. J' I //;0' 2. J)L ~ ~ 5 Receive StalTPresentation Open Public Hearing Receive Puhlic Testimony Close Public Hearing and Deliberate Adopt Resolutions }'INANCIAL STATEMENT: Estimated Revenue of $2, I all for Fiscal Year 2006-2007 DESCRIPTION: The Dublin Heritage Center is expected to reopen to the public 111 late ./une, 20ll6. The Journev, the new permanent exhibit at the Murray School Museum, will provide visitors with a variety of ennching and interactive exhibits. The reopening is an appropriate time to evaluate the policy on admission fees. BACKGROlIND: The following details the types of programs offered at the Heritage Center and Stafr s recommendations on admission fees based on Industry Standards and information provided as part of the Museum Assessment Program (MAP). A Public Hearing Notice I(lT the proposed lees was published on May 6, 2006 fU1d May 11, 2006. (ieneral Admission Current: Free admission to individuals during regular museum hours. Staff conducted a study of fees I'lT slmilar museums in the region as shown in Attachment I Average admission is $1 45 for adults and $ 45 I(lT youth. The Dublin Heritage Center is helow average with Iree ---------------------------------~~~-~-----------------------------------~~-----------------------------~~~-- co PY TO: I ferilage & Culluml Arts Cummission: School Tour (lrOUrS Page 1 of 4 ITEM NO. lo~ lj"'CUl1'\JCILV\gcnda StatclllcntsI200/l,'}-!(, HtA h:~es,J(){; C/ general admission. Addllionally, lhe Duhlin HeJitage Centcr has been involved m lhe Museum Assessmenl Prognull lhro,~gh lhe AmeJican Association of Museums and the Inshlule lor Muscum and Lihrary Services. ThIS lhorough examination of thc Museum's admimstrallOn and operations included a self study and peer review The Heritage Cenler's admission fecs wcre addressed by the Peer Revlewer, Mr Jamcs DcMcrsman. In the first draft of his most recent report, Mr DcMersmau has reeommended that the HeTllage Center nol charge general admission (Attachment 2). Since its begimling, adllllSSlon 10 lhe Duhlin Hentage Ccntcr has been free of charge and lhe City of Duhhn has slrongly endorsed this. In thc past, thc Heritage and Cullural Arts Commission and City Council have expressed a willingncss to continue to provide the pubhc with Iree admission. The Exhibit Designer has designed an attractivc "Donation Box" that will be placed al the summation of the exhibit. Visitors may optionally donate to the Dublin Heritage Center Proposed: Based on the informalion providcd, Staff Recommends the Cily continue 10 o/'ler frcc admission to individuals during regular Museum hours. New Proerams Edueatiou for touth - School Tours The mslallahon of the new permanent cxhibit, The Journe,Lwill result 111 a new floor space and lay-out that will not accommodate a full school class size in the Schoolhollse. Classes will be broken up Illto smaller groups 10 go lhrough lhe Museum. To allow for this change, Old St. Raymond's Church now bceomes the ideal V isitor's Center. ViSllors, galhered al the church, will be able to view a shorl onentahon vldeo, generously produced by the Dublin Historic Preservation AssOClallOn. The school class will thcn bc brokcn into small groups; some going to view lhe Museum, while others remain at the Visitor's Center. The groups remammg m the church will explorc "Hands-On History" Eaeh group will rcccive a containcr and bc asked to explore the items. The con tamers are designed to hclp develop critical thnlkmg skdls by askmg lhe sludents 10 idcntify; "Who owned these things?", "What were their day-to-day lives like?", and "What cultures were lhey from?" There will be Iour containers provided. I Native Ameriean - basket conta1l11l1g assorled plant matcrials, furs, bone implemenls, lammated pictures and a shott Oh lonc story 2. Spanish baskct containing com, tomatoes, a Latm Bible, weavings, laminated pictures and a letter Irom a Spanish/Mcxican Ranchero. 3 Settlq -. trunk containing a bonnet, handwork, a McGul'J'y rcader, laminated pictures and a leller from Tnsh Illlllllgrant gIrl. 4 Ranehers - pack bag contammg heans, hranding iron, cowboy hat, bandana, lammated pIctures and cowboy poem. The groups will trade off between facihhes and visit thc muscum, where they will receive a docent guidcd lour of The Journev The Journev addresscs thc Califomia State School Cumculum in thc following areas: 1 Tmmigration to Amcrica 2. AmericanIudian 3 SpiU11Sh & MeXican Pen ods 4 West\\;ard ExpanSIOn 5 Changcs in day-to-day life 6 Dublin's cultural diverSity 2~i Students will receive "The Dublin Gazette", an educallOnal activity sheet that looks like an old lIme newspaper. The program will attempt to make history fun, so that young people will want to return to museums and become life-long learners. It will use local hlslory to illustratc text book learning. The end goal is for students to know that the Heritage Center IS an accessible and lively place to explore and learn something new and interestlllg. Proposed Fees - School Tours Costs aSsocIated with lhe youth school tour program include the pnnting of thc "Dublin Gazette" and Slaff time in coordinating the program. Staff has assemhled hands-on containers using lllexpenSlVe rcproductions. Operation of the school program will involvc coordinating with leachers, scheduling adequate staff and or volunle<;rrs, sendmg out confirmations, matenals preparatlOns, and Staff time to run the program while on sIte. In the past, fees have not been charged for school and group tours. However, hased on lhe addilional amemhes and enhanced educational elcmcnts that will now be offered to participants, and the fact that school tour fecs for the Heritage Center were also recommended by the Peer Reviewer dunng lhe recent Museum Assessment Program reporl, Slaff feels that fees for tours would now he appropnale. Local museums offering comparable school programs charge an avcrage 01'$4 per student. Dubhn school tcachers polled said that a small fee would nut deter them (rom bringing classes 10 the museum and wcrc not opposed 10 a pussihle fee per studcnt. A small program fee can produce positive effccts. A minimal Icc will raise thc visitor's level of expectation and encourage morc active learning. A small fee will also reduce the numher of cancellations and a more orderly coonhnallon hy the schools in the program opcration. Staffrecuml11ends lhe following fcc strueturc: $2.00 per person for publIc, pnvale and home school groups from within the Duhhn School District; $4 00 per persun lor public, privatc and home school groups from oulside thc Dublin School District. Proposed Fees - Adult Tours For profit tour operators regularly vlsl11he Dublin Heritagc Center These companies chartcr a bus and bring III large groups fur a pro lit. Non-profit organizations also hnng m tours. With the new permanent exhibit, it is expectcd that this kind of tourism wllllllcrease. The goal ofmaklllg the Heritage Ccnter acccssiblc and to provide excellent customcr scrviec can be met hy havlIlg a Slmple program in placc. Not charging an admissIOn fee lor tours can result in a chaohc situation with groups arriving during regular hours. A small fee can facilitate a more efficIent operaliol1, lllcrease lounsm, and resull in a morc positivc visit. Staff recommends the followlllg fee slruclure: $2.00 per person nun-proHt groups; $400 per person I()r prolit/commcrcial groups. The Henlage and r'ullural Arts Commission at the Apnl 13, 2006 meeting unanimously recommended approval ofthc fees to the City Council. 3b[)1 RECOMMENDATION: StaIT has prepared a resolution thaI eSlabIishcs a fee schedule for Heritage Center Tours (Attachment 4). AddlllOnally, lhe City Attorney has prepared a resoluhon which, in the lliture, authorizcs the Parks and Community Services Direclor, wlth the approval of the Heritage and Cultural Alts Commission, to set fees for henlage and cultural arts progranls and servlces (Atlachrnent 5). As slaled m the resolution, thc fecs and charges shall he calculaled to recover no morc than the City's direct costs of providing the program or servicc plus indirect overhead costs. By unplemenling lhe resolutlOll, Staff is allowcd thc flcxibility to adjust henlage and cultural arts fccs as needed and, in additioll, to cstablish fccs for new programs and servIces in a timely matU1Cr The City Council adopted a similar resolution in 1993 authonzmg the Parks and Community Services Director, with the approval of the Parks and COlllmUlllly ServIces Commission, to establish fees for recreatlOn programs and servIces. It is recommended that the City Councll receive lhe Slaff presentation; open the Public Hearing; receive public tesllmony; close the Puhlic Hearing and delibcratc; and, adopt the resolullOns 111 Allachrnent 4 and Altachmcnt 5 c-{ ~~ Dublin Heritage Center - Survey of Similar Museums Name Fees scllo01 Gen. Admission AtlminislratJcm I.~cfress Hours Hrs plwk tours fee l- Forest Homes Farm $4 per student Gro u nds only - no City Sa n Ramo n i 1 9953 Sa n Ramo n Vly Bid San No reg hours 0 tours vet i Ramon M use urn of Sa n Ramon Valley $4 per student Do n alion Non profit Org ; Railroad and Prospect Ave Tues- Fri 1-4 . 15 Bevert, La ne 837-3750 ! Danvi lie Sat 10-1 i Tao House. NHS nla free ; National Parks ! PO Box 280 Danvi lie ~556 Wed-Sun 10 or ,4 ) Svstem 12:30 i Patterson House at $1 per student $2 adults$l yolrth : City of Fremont :>4600 Ardenwood Blvd Fremont 1-4 Thurs-Sun ! 12 Ardenwood 510-791-4196 To enter orou nds I Closed wi nter ! Borges Ran ch Ranger $75 per class Gro u nds froo i City of Walnut I 1035 Castle Rock Walnut Creek 4 Su n each month ! .25 Dan Bvlin, 925-942-0225 1 Creek at2o.m. , , John Muir NHS n1a $3 adults I National Parks Alhambra Ave, Marlinez W eds-Su n 135 228-8860 16 under free 1 Svstem 10-5 , Ai ns I ey House $2 per student $6 adults . City of Campbell i 300 Grant Street Campbell Thurs - Sun 12-4 . 16 Ca m pbell Hi st Museu m $4. seniors Clsd Dee. -March 408\ '866-2119 $2.50 volrth Hayward M use urn $1 per student Free No n profit Org 22710 Main St T ues-Sat 11-4 25 Havward Sh ade I ands Muse u m ; S 1 pe r student $3 adults No n Profit Org 2660 Y9nacio Valiey Weds, Thurs. Sun 15 Prisci Ila Co ude n $1 youth Wain ut Creek 1-4 925-935-7871 ; History San Jose $7 - 2 hr Free Admission"'" Non-profit Or9 1650 Sente r Rd San Jose Sat Sun 12-3 6 , Kelly Park $4 -1 hr i City of San Jose ! : (403 I 99 3-83 00 Blackhawk Museum nla ! $8 adu Its N on Profit Org 3700 Black hawk Plaza Ci rei e . Weds-Sun 10-5 , , These- are ro at H1SlO ry :.Jluse ums but Chi! d ref!. S Museums $5 outhlSrs Dan CA 94506 Habitat $5 adults $6 child $8.50 adults 7.50 chiidren ! Non profit 2005 Kitlredge St Berke Ie ,CA 94704 East Fort Baker 557 McReynolds Rd Sausalito, CA 94965-2014 180 Woz Way San Jose, CA 95110 9.30 1.00 M-F 10-5 S+S T ues-Sun 10-4 29 Bay Area Discovery Museum 42 Children's Discovery Museum $7 Adults $ 7 Child ren $6 Seniors i Non-profit I 10-5 Tues-Sun 42 ;I>- .., .., :;'- ;I>- <'"l Iv'" := ~ lJ1 ~ Z ~ .., ..... ~ '" ~ ;, 0 {S Excerpt from Musum Assessment Program (MAP) report (pertaining to fees): We had a good discussion about admission fees. There is a trend in the field particular~v In the Bav Area to move awayfrom admission fees. Organizations like History San Jose, the San Jose Museum of 4rt and the Havward Area Historical Socie(v & Museums have done away with admission fees to their museum facilities. Several have succes~ful~v approached corporate sponsors to underwrite that cost with a Kift. 1 would strong(v suggest some further discussion about an admissionfee to the new space. Demographicallv Dublin may be in a different camp than some others in the Bay Area economic situation, but what a great community service to be able to open your doors to the puhlic for free. As was suggested durinK the recelll keynote address at the California Association of Museums meet inK - Whvare we charging people to see THFJR histm'V" Now, that is not to sav that I would not charge for school group tours, adult group tours, and the ed",;ational kits that KO to the schools. At IlAHS, we do charge, even ifit is a nominal fee mostlv because of the amount of staff time that goes into managing these programs. Again you might be able tofind a corporate sponsor even to underWrite these fees and so much the better We have not had that kind of luck vet. From the MAP Report -- DRAFT Jim DeMersman Hayward Area Historical Society February, 2006 A TT ACHMENT 2 ~() f f: California State Board of Edneation History-Social Scienee Content Standards: 3.2 Students describe the American Indian natIons III their local regIOn long ago and in the recent past 3.3 Students draw from historIcal and comrnu11Ity resources to organize thc sequence of local hlSloncal events and describe how each penod of setllemenllefllls mark on the land. 4.2 Studcnts dcscribc thc social, pohllcal, cLLl1ural, and economic life and intcractions among people of Cahfornla from the pre-Columbian societIes to the Sparnsh mission and Mexican rancho pcriods. 4.3 Students explain the economic, social, and pohticallife III Califomla from the establishment of the Bear Flag Repuhhe through thc Mexican-American War, the Gold Rush, and the granting of statehood. 44 Students explain how Califomia became an agncultural and 1l1duSlnal power, tracing the transformalJon of lhe Cali fomia eeonomy and lts pohtJcal and cultural development since the 185lls. ATTACHMENT 3 4of5" RESOLUTION NO. - 06 A RESOLUTION OF THE CITY COUNCIL OJ<' TilE CITY OF DUBLIN ********* ADOPTING A FEE SCHEDULE FOR HERITAGE CENTRR TOURS WHEREAS, the City of Dublin offers a number of henlage and cultural arts programs and scrvices; and WHEREAS, a new cxhibit entitled "The Joumey" will he availahle for school and group tours at the Heritagc Ccntcr Murray Schoolhouse Museum III Summer 2006, and WHEREAS, in the past fccs havc not been charged for school and group tours, howcvcr, based on thc additional amenities and enhanced educatlOnal elements of the ncw cxhibit, fees for group tours are now appropnate; and WHEREAS, It lS the pohcy oflhe Parks & Community Services Departmenlto develop programs and classes in which registration will at least cover direct program cosls; and WHEREAS, It IS necessary 10 penodlcally establish fccs to reflect ehanges mthe cosl of providing programs; and WHEREAS, the proposcd Icc schedule for Heritage Center Tours reflects thcsc changing conditions. NOW, THEREFORE, BE IT RESOLVED lhat the City Council of the City ofDuhhn does hereby adopllhe fee schedule as shown below' Public, private and home school groups from within the Duhlin School District Public, private and home school groups from "outside" thc Dublin School Distnct Non-Profil Groups For Profit or Commercial Groups $2 per person $4 per person $2 pcr person $4 per person PASSED, APPROVED AND ADOPTED this 16th day of May, 20ll6. AYES NOES ABSENT ABSTAIN Mayor ATTEST City Ckrk - I - ATTACHMENT 4 0tJ/0" RESOLUTION NO. - 06 A RESOLUTION OF THE CITY COUNC'TL OF THE CITY OF DUBLIN ********* ESTABLISHING A POLICY FOR THE DEVELOPMENT OF HERIT AGE AND CULTURAL ARTS PROGRAM FEES AND CHARGES WHEREAS, fees and charges for programs and serviccs provided by the Hcritage and Cultural Arts Division oftcn CatU10t bc dctcrmincd for a fiseal year because the programs that are offered depend on a number of factors, mcluding availability of instructors, demand and currcnt intcrcsts; and WHEREAS, the City Council wishes to establish a general policy for adophon of fees lor programs and servIces provided by the Hentage and Cultural Arts Division that providcs flexibility for eslahhshmg lees and charges in a timely manner; and WHEREAS, the City Council held a pubhc hearing rcgarding thc adoption of said fees and eharges on May 16,2006, and WHEREAS, proper nohce of saId public hearing was givcn in all respects as required by law NOW, THEREFORE, THE CITY COUNCIL OF THE CITY OF DUBLIN RESOLVES that fees and charges for all hentage and cultural arts programs and scrviccs shall not exceed the estimated reasonahk cost of' providing the program or serviec. BE IT FURTHER RESOLVED THAT lhe Parks and Community Scrvices Director, with the approval ofthc Hcritage and Cultural Arts Commission, is authon"ed 10 estahlish fees and charges for all heritage and cultural arts programs and services. The fees and charges shall bc calculatcd to recover no more than the City's dIrect costs of provIding lhe program or scrvicc plus indirect overhead costs (both departmental and citywide). PASSED, APPROVED AND ADOPTED thIS 161h day of May, 2006. AYES NOES ABSENT ABSTAIN Janet Lockhart, Mayor ATTEST Fawn Holman, City Clcrk - I ~ ATTACHMENT 5