Item 16 - Agreements for Entertainment Promoter for City Special Events

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Gabi Barbarena — Founder & CEO, ARAS Enterprises, Inc. — Project Manager Ms. Barbarena has more than 35 years of executive leadership experience and is at the helm of ARAS, a multicultural marketing and event production services agency founded in 2006. ARAS delivers innovative, forward -thinking solutions for Southern California's multilingual and multicultural market. Ms. Barbarena has executed strategic plans, produced large-scale events, conferences, Lull -scale advertising campaigns and broadcast event productions. Industry experience includes Education, Health, Affordable Housing, and Food. Producer of cultural events, city parades, festivals, community at -large events concerts in the park. Ms. Barbarena leads the creative project ideation and develops branding of signature event strategy such as Grand Parade Dia de Los Muertos, Arte y Ofrendas Cultural Festival in the City of Long Beach, Dia de los Muertos Cultural Festival in Inglewood, Cinco de Mayo at the Rose Bowl in Pasadena and Memorial Day Remembrance in Whittier. Leadership & Professional, Community Engagement • Board Secretary, National Breast Cancer Foundation ■ Board Member, Adventist Health White Memorial Governing Board • Past Board Chair, White Memorial Charitable Foundation • Member, Hispanic Public Relations Association As a co-founder of a non-profit 501(c)3 organization, Friends of the Levitt Pavilion -MacArthur Park, Ms. Barbarena led a private/public partnership with the City of Los Angeles and the Mortimer & Mimi Levitt Foundation to gain approval to renovate an abandoned band shell and create an annual summer concert series. The project was acknowledged by numerous entities to include the City of Los Angeles, Los Angeles Police Chief Bill Braton, featured on ABC7, and recognized by the Consul de Mexico in Los Angeles and La Opinion. As the Board Chair, Ms. Barbarena led the brand development and branding of the organization and oversaw the production of 130 concerts in the park. The organization conducted outreach services, and the community partnership grew to over 25 local businesses that thrived during the season as the concerts drew 800 — 3,000 people per concert. Education ■ Master of Science, Business Administration, University of La Verne • Bachelor of Science, Organizational Behavior, University of San Francisco • Entrepreneurial Leadership Program, University of Southern California Awards & Recognition • Featured in the Entrepreneurial Women Series - Consulate General of Mexico in Los Angeles • Latinas in Business Award - National Latina Business Women Association (NLBWA) • City of Los Angeles Acknowledgement by Mayor Antonio Villaraigosa ■ Special Recognition - Los Angeles Police Chief Bill Bratton, MacArthur Park Concert Series • Featured on ABC7 Eye on LA and Vista LA as a business and community leader. • Woman of the Year Award -Adventist Health White Memorial BIPage-RFP-24-102 Entertainment Promoter Proposal AS