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Home My WebLink About25A - PROMOTIONS/MARKETING CITY COUNCIL MEETING DATE: REQUEST FOR COUNCIL ACTION CLERK OF COUNCIL USE ONLY: AUGUST 21, 2006 TITLE: ENTER INTO AGREEMENTS FOR PROMOTIONS IN THE DOWNTOWN UrJ,!2-- CITY MANAGER APPROVED O/its Recommended ~ As Amended o Ordinance on 1s1 Reading o Ordinance on 2nd Reading o Implementing Resolution o Set Public Hearing For CONTINUED TO q - 5 - D{o j Cl::.l ~ -0"; \0 - 2. -6(? FILE NUMBER RECOMMENDED ACTION 1. Direct the City Attorney to prepare and authorize the City Manager and Clerk of the Council to execute an agreement with La Calle Cuatro de Santa Ana Association in an amount not to exceed $84,240 for promotions and marketing efforts in the Downtown. 2. Dircct the City ~ttorney to prcpare and authorize the City M3naggr and Clade of tho Council to cJrccute an agrecmcnt ',Jith thc Do.,mtm;n Santi! llniil :Su~in~~e Council in .::m amo:.:nt not to eHcoed ~77, 760 for I!romotion~ and WarkgtiRq efforto in the Do',;ntown. # 2. Approved at the August 21, 2006 City Council Meeting. DISCUSSION On November 21, 2005, the City Council approved the 2005 Annual Report and the 2006 Budget for the Downtown Santa Ana Business Improvement District (BID). A portion of the approved budget included Downtown promotion and marketing activities totaling $162,000, of which $84,240 was allocated to La Calle Cuatro de Santa Ana Association and $77,760 was allocated to the Downtown Santa Ana Business Council. In June 2006, meetings were held with representatives from the La Calle Cuatro de Santa Ana Association ("LACCSA"), the Downtown Santa Ana Business Council ("DSABC"), and City staff to discuss the status of the 2005 BID promotion and marketing funds and the 2006 promotion and marketing funds that were previously approved by the City Council. Based on the information provided, "LACCSA has expended its 2005 promotions and marketing funds on the various items outlined in its 2005 Budget, Exhibit A. The DSABC has completed approximately thirty percent of the items outlined in its 2005 Marketing Plan, Exhibit B. Both associati'ons have made significant progress in promoting the Downtown area; and over the last year, events have increased in size and attendance. 25A-1 Enter into Agreements for Promotions in the Downtown August 21, 2006 Page 2 The Downtown Santa Ana Business Council and La Calle Cuatro de Santa Ana Association have submitted marketing plans for the use of the 2006 Downtown Business Improvement District promotions funds and have requested that the City enter into agreements with them. Copies of the LACCSA and the DSABC 2006 Marketing Plans have been attached as Exhibit C and D respectively. The agreements will detail the respective promotional/marketing programs with appropriate financial oversight by City staff. Staff recommends that the City approve both Agreements allowing the LACCSA and the DSABC to continue with their promotional/marketing plans. FISCAL IMPACT Funds are available for these Agreements in the Business Improvement District Operations Other Contractual Services Account (account no. 93- 013-6291) . APPROVED AS TO FUNDS AND ACCOUNTS: ;Jj /I}~. Stephen G. H ding Deputy City Manager for Development Services ':\~~,"h6'.I ~ ~~:;, A Francisco Gutierrez 10 Executive Director Finance & Management Services Agency SGH/WRM/mlr H:\ACTIONS\2006 CC\AgreePromotions - DT 8-21-06.doc 25A-2 La Cole CuaIro de Santa Ana As odatIon Ine Bwdget zoos Promotions . Wed Page · Barmen- For Events to be displayed · Newspaper anoounccments - Adverti JCmCDt . Radio COIIlIDCrciats · Counsultant end Conbact reviews · Musicians I artisls I perfonners · After lbanbgiving Sale - banners. IIlvcitisancnt, etc. · Santa Sunday - Navidad eo la Calle ( uatro event, mus ~ toY3>> snow · Event expenses. Littc.r J:)q)osit, Met er Fee Deposit, p rt-a-potties, pCnnit fee, ete. . Newsletter . Other Special Events · Administrative &. Operating Costs. Marlteting . Directory of businesses . Sponsorship packages · Marketing materiaJs · Conference expenses I networldng SC" un81'S . Printing costs . Consultant and Contract reviews . Seminar I courses · Other MarhUng Methods Fundraiser . · Nctworldng I Auctions - seminar cost items 10 be auct ned, etc. · Catering t conference rooms, musiciQl IS · Advettisment, publicity cxpcnsc . Printing Materials · ConsJtant &. Administrative.Costs · Other Fundraising methods Exhibit A 25A-3 - / DOWNTOWN SANTA ANA BUSINESS COUNCIL June 15,2005 Miguel A. Pulido, Mayor City of Santa Ana 20 Civic Center Plaza Post Office Box 1988 Santa Ana. CA 92702 RE: Business Improvement District Dear Miguel: BID Bud~t Acjvjso1;y Boards We hereby formally ask the City Council to recognize and appoint the Downtown Santa Ana Business CoWlcil as the BID Advisory Board, a non-profit organization representing the interest of the Downtown Restaurant Association, the Artists Village Neighborhood Association, the Loft Neighborhood Association, and other Retail and Professional services -within the geographic area commonly refared to as Zone B (representing 48% of the BID funds). Downtown Santa Ana Business Council Promotions and Matteting Plan (J>ro~seQ) Budgtt 167.975.67 1- Create a professional handout MAP with all galleries/restaurants/attractions 2-Utilize and update currentwebsite"aplaceforart.org"- possibly change site so each gallery and businesses can update their own info 3- Create new "branding"/ iogo for the artists village/restaurant association 4- Research signage improvement~ create a way to recogpize/ define the boundaries of the artists village and restaurant corridor (4. and Birch down Broadway to z-! Street) Q.e. have all the street signs in a distinguished color or funky ftames); update current banners 5- Initiate a public art program and try to get public art instillations ('Santa Ana Salon" contest) 6- Fund neighborhood block party Qike Wushire Square and other neighborhoods associations) 7- Initiate a z-! monthly event that focuses on music 8- Research cross-promotion with the Long Beach art walk 9- Seed money to create self-funded events ijazz Festival) 10- Create Downtown Restaurant collateral piece and distribute to area neighborhoods 11. General advertisement in local publications Amendment to the 2005 Ap.proved BID Operating Expenses IBud~t The Downtown Santa Ana Business Council respectfully requests that the City Council amend the 2005 budget in the following way: Reallocate the <<Maintenan~d Litter Enhancement ~Downtown Lighting" line item of $52.500 as well as the <<BID Consultant'1line item of $15,000 totilin~$67,500 be to the general BID promotions and marketing fund. . Exhibit B 25A-4 Thank you for your consideration. cc: City Council Members David Rc3m. City Manager CityOttk Patricia Whitaker, Executive Director Wdliam R Manis Exhibit B 25A-5 -2- ~d} . tly c/. June 15,2005 Downtown Santa Ana Business Council Bob Stewart, President lA CAli ~ CUATRO DE SANTA ANA ASSOCT1ON INC. Budget 2006 Promotions * Up-date web page and increase membership info. * Advertisement - Special Events * Radio Comercials - Special Events * Cable - Production of Commercial and Airtime * Hire Musicians / Artists / Performance * Banners for Special Events * Santa Sunday - Purchase toys, * City Costs - Special Events Permits, SAPD costs, Code Enforcement, SAFD costs * Business License Fees * Newsletter - Printing, Distribution and Mailing costs * Administration & Operational Costs. * Promotional - Tree lighting of the Downtown. * Other Promtional items and programs. Marketing * Business Directory * Advertisement of the Downtown in Popular Magazines * Marketing Materials * Conference Expenses / networking Seminars * Printing, coping costs, graphics and layouts. * Consultants and Contract reviews * Seminar / Courses * Other Marketing Methods and expenses. Fundraisers * Networking / Auctions - seminar cost * Catering, conference rooms, mucisicans * Advertisement, publicity expensen* Printing Materials * Consultant & Administrative Costs * Other Fundraising Methods Exhibit C 25A-6 Downtown Santa Ana Business Council Budget for 2006/07 Starting balance Subscriptions: Chamber, newsletters, periodicals Paperwork/filings: IRS, state, local (business license) Insurance: Director coverage + 4 major events Art Grant/patronage: 2 annual prizes based on criteria Contracted persons: legal, accounting, web Events Committee: 4 public events Marketing Committee: advertising, printing City & Outreach Committee: postage, website design & maintenance Exhibit D 25A-7 25A-8