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Home My WebLink About25A - PROMOTIONS/MARKETING EFFORTS REQUEST FOR COUNCIL ACTION ~ \ \ / :~I/ -t"'i"fl!\'; , ~i!~Ji~~~f , 1111." CITY COUNCIL MEETING DATE: CLERK OF COUNCIL USE ONLY: AUGUST 21, 2006 TITLE: ENTER INTO AGREEMENTS FOR PROMOTIONS IN THE DOWNTOWN APPROVED D,)'ts Recommended liir As Amended D Ordinance on 1" Reading D Ordinance on 2nd Reading D Implementing Resolution D Set Public Hearing For /l.lfJl2 CITY MANAGER FILE NUMBER 9-5-D(o j q..:l~ -0": \O-2.-0~'IO-{(Q.C)b J CONTINUED TO 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. DirEct the City ~tt6rficy ta ~re~aEc ~Rcl 3utkerizG tke City tlaR3~Qr 2na C:10rh: of th.e C611.~Fleil to OHcoutc al^l argre.cfficnt \.ith tL.L Dcn.Lte.1Fi ~~rd-=:l nT'~ l:"i'iI:l.9i'i: ('Q,.,tl.Qil 1H :J.n .J.FR.ount not te eneeeEl. ~7;, 7€Q feE p:t:'I""\T'O'1r\t4 Q1"'\'i iRQ J;l~rkgtiR1iJ gfferto iN tRC E)8..,iRt6-~R. # 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: St!:iJf6ding Deputy City Manager for Development Services ~\\~~"hd'. ') ~~:;,. Francisco Gutierrez fJ Executive Director Finance & Management Services Agency SGH/WRM/mlr H:\ACTIONS\2006 CC\AgreePromotions - DT B-21-06.doc 25A-2 La Calle CuaIro de Sw. Ana As odaIDn Ine Bwdget 2005 Promotions . Wed Page . Bannm- For Events to be displayal · Nowspapcr lIImOlIIICCIIle - Advcrti JCmClIt . Radio COIIlIIICtCials · Counsultant end ContraGt revic:ws · Musiciaos I artists I performClll · After lbsnksgiving Sale - banners, aolvcttisaDcnt, ete. · Santa SUIlday - Nlividad eo la Calle ( uatro event, mus :, IDys. snow · Event expenses. Litter Dqloslt, MelllI" Fco Deposit, P rt.....potties, permit fee, ete. . Newsleltec . Other Special Events . Administrative & Opernting Costs. Marlteting . DirectoJy of businesses . Sponsonhip ~~ . Marlteting materials · Confc:m:tcc ClpCllSCS I networking so unars . Prilliing costs . Consultant and Confnlct reviews . Seminar I courses . Other MaItcIing Methods Fundralser · NelWorldng / AucUODs - .-eminar oost items to be auct oed, etc. · Catering. roofm:ncc rooms, musici<ll" · Advertisment, publicity CltpClIBC . Printing Materials · Coosltant &. Administrative Costs . Other Fundralsing methods Exhibit A 25A-3 / DOWNTOWN SANTA ANA BUSINESS COUNCIL June 15, 2005 Miguel A. Pulido, Mayor City of San", Ana 20 Civic Center Plaza Post Office Box 1988 San", Ana, CA 92702 RE: Business Improvement District Dear Miguel: BID Budget AdvisoQ" &.oni. We hereby fonnaDy ask the City COWlcil to recognize and appoint the Downtown San", Ana Business CoWlcil as the BID Advisory Board, a non-profit ocganization representing the interest of the Downtown fu:stautant Association, the Artists Village Neighbothood Association, the Loft Neighborhood Association, and other Retail and Professional services -within the geographic area commonly referred to as Zone B (representing 48% of the BID funds). Downtown Santa Ana Busines~ CnunciJ Pmmotionc; and Muiceting Plan (pro..poseQ) Budget 167 97S.67 1- Create a professional handout MAP with .n galleries/ restautants/ attractions 2-Utilize and update cuneotwebsite"aplaceforart.org"- possibly change site so each gallery and businesses can update their own info 3- Create new "branding" / iogo for the artists village/restautant association 4- Research signage improvement- create a way to recognize/ define the boundaries of the artists village and res"'utant corridor (4" and Birch down Broadway to 2"" Street) (i.e. have.n the street signs in a distinguished color or funky frames); update cuneot banners 5- Initiate a public art program and try to get public art installations ('San'" Ana Salon" contest) 6-- Fund neighborhood block party Qike Wilshire Square and other neighborhoods associations) 7- Initiate a 2"" monthly event that focuses on music B- fu:search cross-promotion with the Long Beach art walk 9- Seed money to create self-funded events 0= Festival) 10- Create Downtown fu:staurant collateral piece and distribute to area neighborhoods 11. General advertisement in lQC3\ publications Amendment to the 2005 Approved BID Qperatiqg Expenses IBudget The Downtown San", Ana Business Council respectfully requests that the City Council amend the 2005 budget in the follawing way: Reallocate the "Maintenan~d Litter Enhancement ~Downtown lighting" line item of $52.500 as well as the ''BID Consultanq line item of $15,000 totalinltj$67,500 be to the general BID promotions and marketing fund. Exhibit B 25A-4 Thank you for your consideration. = Oty Council Membels David Ream. Oty Manager Oty Oak Patricia Whitaker, Executive Director WiIIWn R M2nis Exhibit B 25A-5 -2- Sincerely, 7,/ June IS, 2005 Downtown Santa Ana Business Council Bob Slew2rt, President LA call ~ CUATRO DE SANTA ANA ASSOCTION 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 Pennits, 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 expense · 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 0 25A-7 25A-8