HomeMy WebLinkAbout2003-05-06; City Council; 17159; Reimbursement to Arts Associates for ArtsplashCITY OF CARLSBAD - AGENDA BILL
AB# 17,159 TITLE: I AUTHORIZATION OF REIMBURSEMENT
MTG. 5/6/03 I TOTHE CARLSBAD ARTS ASSOCIATES
DEPT. ARTS FOR ARTSPLASH 2002
DEPT. HD.
CITY ATTY.
CITY MGR *
RECOMMENDED ACTION:
City Council adopt Resolution No. 2003-119 appropriating funds in the amount of $10,604.58 to
reimburse the Carlsbad Arts Associates for the Artsplash 2002 event shortfall.
ITEM EXPLANATION:
Backaround to ArtSolash 2002:
To date, the following developments and milestones related to the community-based arts festival,
Artsplash, have occurred:
May 2001
A community meeting was held to gather input on the development of a new Strategic Cultural Plan
for the City’s Cultural Arts Office. One suggestion repeatedly put forth was to begin an arts festival in
the City that would one day generate interest and attendance similar to the Carlsbad Triathalon.
Summer 2001
Responding to the suggestions made at the May 2001 meeting, a small planning group envisioned a
new community-wide and community-based, family-oriented, arts festival, with no admission fees,
that would
a: celebrate the City of Carlsbad as a cultural destination in the southern California region, and
b: support arts education programs in Carlsbad’s public schools.
October 2001
A City of Carlsbad Community Activity Grant for $1 5,000 was awarded to the Artsplash 2002 festival.
The grant was awarded to the Carlsbad Arts Associates, a 501 -c-3 non-profit group that acted as
fiscal administrator for the festival.
September 18,2002
At its September 18, 2002 Study Session, City Council approved contingent funding up to $1 5,000 in
the event revenues were insufficient to cover expenses for this first time Artsplash event. Event
sponsors would be required to submit an accounting and appropriate back-up information justifying
the request.
September 28 - 29,2002
The first ArtSplash festival was held on Armada Drive, just above the Flower Fields. The festival
featured a huge display of street painting (also called chalk art), with more than 50 experienced
artists taking part. Also included were display booths with artwork by regional artists, two stages
featuring more than 24 regional performing arts and theater groups, food and refreshments, and a
wide variety of interactive, hands-on arts activities for children and their families. Attendance was
estimated at 12,000 - 15,000 by the Carlsbad Police Department. (An expanded description of
ArtSplash 2002 is attached as Exhibit 2 .)
PAGE 2 OF AGENDA BILL NO. 17,159
In addition to the $15,000 Community Activities Grant, the City provided in-kind services to the
festival including traffic supervision, patrols, and special event logistical guidance from the Carlsbad
Police Department; traffic control plans from the Engineering Department: site preparation, after-
event clean-up, and street re-striping by the Public Works Department; and administrative and
program assistance from the Cultural Arts Office. Estimated value of these services was $4,000.
Final budget figures for Artsplash 2002 were as follows:
Income: $43,027.00
Expenses: $53,631.58
FISCAL IMPACT:
Staff requests the Finance Director be hereby authorized to appropriate funds in the amount of
$10,604.58 from the City Council’s contingency fund and disburse said funds to the Carlsbad Arts
Associates for Artsplash 2002.
EXHIBITS:
1. Resolution No. 2003-119.
2.
3.
Exhibit 2 - Final Report on Artsplash 2002.
Exhibit 3 - Income/Expense Summary for Artsplash 2002.
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EXHIBIT #I
RESOLUTION NO. 2003-119
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF
CARLSBAD, CALIFORNIA, AUTHORIZING THE
REIMBURSMENT OF FUNDS TO THE CARLSBAD ARTS
ASSOCIATES FOR ARTSPLASH 2002
WHEREAS, the City Council awarded a grant in 2001 in the amount of $15,000 to hold
an arts festival in Carlsbad; and
WHEREAS, the Carlsbad Arts Associates agreed to act as the fiscal receiver of said
grant for the arts festival, and
WHEREAS, the arts festival entitled, Artsplash 2002 was held September 28 & 29, 2002;
and
WHEREAS, Artsplash was a success with an estimated 12,OO-15,000 people in
attendance, however, as 2002 was the first year for this event, expenses were more than
earned income; and
WHEREAS, at its September 18, 2002 Study Session, City Council approved contingent
funding up to $1 5,000 in the event revenues were insufficient to cover expenses for this first
time Artsplash event. Event sponsors would be required to submit an accounting and
appropriate back-up information justifying the request.
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NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Carlsbad,
1. That the above recitations are true and correct.
2. That the Carlsbad City Council hereby authorizes the Finance Director to issue
payment of $1 0,604.58 from its contingency fund to reimburse the Carlsbad Arts Associates for
expenses incurred over and above the earned income of Artsplash 2002.
California, as follows:
PASSED, APPROVED AND ADOPTED at a non-regular Meeting of the City Council of
the City of Carlsbad on the 6th day of MAY ,2003, by the following vote:
AYES: Council Members Lewis, Finnila, Kulchin, Hall, Packard
NOES: None
ABSENT: None
ATTEST:
Page 2 of 2 of
Resolution No. 2003-119
EXHIBIT #2
ARTSPLASH 2002
THE PLANNING PROCESS
Beginnings
The seeds for the ArtSplash festival were planted at a series of community meetings held in
Spring 2001 by the Carlsbad Arts Office, then under the direction of Arts Manager Connie
Beardsley. The idea of creating a “cultural arts festival” in Carlsbad came up repeatedly.
Inspired by those meetings, Joni Miringoff, Special Events Coordinator for The Flower Fields,
Ron Juncal, a Carlsbad-based artist, and Pat Gunn from the Grand Pacific Palisades Resort met,
and the vision for a new festival in Carlsbad began to take root and grow. They determined that a
chalk art festival would be a unique way to promote the arts, raise funds to benefit arts programs
in Carlsbad schools, and bring diverse elements and areas of the community together in a shared
weekend of fun. Gunn suggested the name, ArtSplash, and it was agreed that the event’s mission
would be “The Best that Carlsbad has to offer in Arts, Music and Food.”
The planning group quickly expanded to include longtime arts advocate Hap L’Heureux, Bobbie
Hoder of the Carlsbad Community Theatre and the City, Carlsbad Arts Office staff and others,
and plans began to take shape for a community-wide arts festival, centered around street chalk
art, that would celebrate the City’s cultural and natural assets.
The Site
Armada Drive was chosen as the site not only because of its beautiful, spacious setting but also
because the location brings together ocean views, steady breezes and sunshine, creating a
relaxing, enjoyable oasis hidden within Carlsbad’s hilltop business park. With its central location
as a bridge between the north and south parts of the city, Armada Drive was an ideal choice,
combining natural beauty with the museums, architecture and resodrestaurant all on one street.
The Armada layout was bookended by entertainment stages filled in with 500 feet of pavement
“canvas” for 50 chalk artists and 30 art vendor booths. Planners envisioned a scene in which
people could both view, and participate in, the making of art.
The Plan
With the San Diego Marathon attracting participants in winter, the Flower Fields attracting
tourists in spring and the Triathlon attracting people in summer, Artsplash would be an ideal
venue to entice visitors from near and far to Carlsbad in the fall. For the 2002 festival, the
weekend of September 28-29 was selected as the date. The event would be planned and
implemented by a community-wide partnership of individuals, organizations, and businesses. The
festival would be a free, twoday annual event for families that would:
Showcase Carlsbad as a cultural destination, celebrating its unique assets.
0 Use festival profits to support arts education programs for Carlsbad schools.
Artsplash 2002 Report - Page 1 of 4
THE PLANNING PROCESS, continued
Expanding the Planning Base: a True Community Effort
Artsplash organizers contacted major businesses and organizations in the Armada Drive area to
gain their buy-in on having a major event like this in their “neighborhood.” This effort’brought
participants such as Gary Hill from the Gemological Institute of America, Carolyn Grant and
Dan Del Fiorentino fiom the Museum of Making Music, and Lynn Crockett fiom Legoland onto
an expanded Artsplash planning committee (see Appendix A). Throughout all planning and
implementation stages of the event, the community’s participation was both impressive and
inspiring.
REPORT ON TEE 2002 FESTIVAL
The Chalk Art
From the beginning, Artsplash was conceived as a festival that would celebrate all the arts, with
the chalk art street painting as the centerpiece. More than 50 street artists (artists skilled at using
chalk to make temporary works of art on the street or sidewalk) participated in this fist event.
Many of these professional artisans had worked in similar festivals. Part of the excitement of this
type of event comes from the fact that these art works are literally a “disappearing act” - they are
here today, and gone in two days.
As part of the fundraising for the event, businesses were offered the opportunity to sponsor a
chalk art square. Five sizes were available, ranging from a 12-foot by 12-foot square for $750
down to a 4-foot by 6-foot square for $125. Businesses had the choice of designing and creating
their own art square or relying on a chalk artist to create an original design. (Appendix B lists the
business sponsors.)
Children’s squares were also offered. A family could purchase a 2-foot by 2-foot square for $15.
After observing the professional chalk artists in action, the youngsters created their own chalk art
works. Families often became active team members with their children in designing and drawing
their creations. Some community people bought children’s art squares but did not plan to work
on them personally; thus the festival was able to offer these squares at no cost to several non-
profit groups such as the Carlsbad Boys and Girls Club.
’ In keeping with its goal of giving back to the schools, 33% of the purchase fee of the children’s
squares went directly back to the participating child’s school art program, with the other two-
thirds used to support the free festivgl.
The Arts Booths
One area was set aside for the display of art made and sold by regional artists. The committee put
out a call for entries to more than 500 artists in southern California to submit work; ultimately, a
jury selected 30 artists for the booth displays. Artists paid $125 for their 10-foot by 10-foot
display space for the two-day festival. A high quality of artwork was maintained, so that
Artsplash would be differentiated from an ordinary street fair.
Artsplash 2002 Report - Page 2 of 4 b
REPORT ON THE 2002 FESTIVAL, continued
Entertainment
Twenty-four visual and performing arts acts were presented over the two days on the two stages.
The entertainment was extremely diverse. It included musical groups such as the Pacific Coast
Concert Band and the North County All-stars, dance groups such as Carlsbad Dance Centre and
Anami Mundi, theater groups such as the Carlsbad Playreaders and Carlsbad Community
Theatre, and other performances such as Kids on the Block (puppet theater), Spellman Magic,
Javid (flamenco guitar), and Bakers Dozen (barbershop quartet). Most of these groups performed
for free - clear evidence once again of the impressive community unity and support behind the
festival.
In addition to the stage entertainment, there were also interactive hands-on activities offered
throughout the festival site, by individuals, and by groups such Legoland, Children’s Discovery
Museum, Carlsbad Arts Associates, Carlsbad Community Theatre, and Monart School of Art.
Food
Chef Marc Cummings, chef of KUSI and Adelphia, provided the menu and staff for this event.
Festival visitors were offered oriental chicken with rice pilaf, Caesar salad, bratwurst and
sauerkraut, and a children’s platter - all a step above the typical street fare.
In a show of community support, Henry’s Marketplace donated bottled water and Golden Spoon
Yogurt donated 50% of its proceeds to Artsplash.
Attendance
According to Carlsbad Police Special Events Coordinator Lieutenant Kelly Cain, the total
number of visitors for the two days reached 12,000 - 15,000. Families represented the majority
in attendance. In addition to a large number of Carlsbad residents, people also came from other
parts of the county as well as Orange County and L.A.
Community and City Involvement
One of the highlights of this inaugural presentation was the amount of participation demonstrated
by the business community. In addition to the City of Carlsbad, generous donations were also
made by Waste Management and Grand Pacific Palisades Resort and Hotel. Westfield’s Town
Centers, Modern Postcard, the Chamber, CONVIS, Inns of America, Kiwanis and a variety of
local businesses were also important supporters. (See Appendix C for full listing.)
Because the ad hoc Artsplash festival committee did not establish itself as an independent not-
for-profit corporation in its first year, the Carlsbad Arts Associates volunteered to serve as
Artsplash’s fiscal agent. The Arts Associates received donations and paid bills -keeping the
monies and account clearly separate from its other accounts.
Artsplash 2002 Report - Page 3 of 4
POST-EVENT EVALUATION
Fundraising
In the interests of time and expertise, the steering committee decided to hire the services of
professional fundraisers. Hired in March 2002, the fbdraisers were eventually paid $12,000. A
goal of $50,000 in corporate and business sponsorships was targeted; $7,800 and a number of in-
kind commitments was the final tally actually raised. As can be understood, this inaugural
festival included much trial and mor. In retrospect, the reasons the fundraisers’ results fell far
short of expectation were lack of community familiarity, lack of lead-time and lack of follow-up.
The committee plans to take decisive steps in the future to change this scenario.
Food
In another example of the learning curve experienced in a first-time event of this magnitude, a
conscious decision was made to offer gourmet food in keeping with the “best to offer” theme.
However, experience showed that visitors prefer more down-to-earth, portable food.
Alcohol
Because Artsplash was planned as a family-oriented event, the committee elected to make it
alcohol-free. That may have impacted attendance and income, but the committee believed, and
continues to believe, that it is the right choice.
Parking
With no event admission charge, parking was one of the few avenues in which to raise revenue.
The decision was made to charge $5 per car in off-street parking lots. Since there were also fiee
parking spaces in the same vicinity as the fee-based parking lots, most people tried to snare fiee
spots on Fleet Street. In the future, the suggestion would probably be to eliminate all fiee parking
and charge a lower parking fee.
The 2002 budget summary is attached under separate cover and was developed by the
Carlsbad Arts Associates, the fiscal agents for ArtSplash 2002.
Also attached to this ArtSplash 2002 Report:
Appendix A - List of Artsplash Planning Committee
Appendix B - List of businesses that sponsored chalk art squares
Appendix C - List of corporate and business support
Artsplash 2002 Report - Page 4 of 4 8
Appendix A: 2002 Artsplash Planning Committee
First Name Last Name Company or Affiliation
Appendix B: Business and Corporate Chalk Art Square Sponsors
Business Name First Name Last Name
ADpendix C: Community Involvement & Sponsorships
Modern Postcard -Donated the production of 3,000 postcards.
Grand Pacific Palisades Resort and Hotel - $5,000 and donated accommodations.
Carlsbad Convention and Visitors Bureau - $2,000 donation, and publicity via e-mails and
press releases.
Inns of America - Accommodations and venue for the artists’ reception held on Saturday
evening, Septmeber 28”.
Henry’s Marketplace - In-store promotions, circulars, publicity in print ads and donation of
bottled water.
Westfield’s ShoppingTown Centers - Held a chalk art clinic for children, $800 donation, and
marquee advertisement.
Carlsbad Water District - Inserted 35,000 flyers into their August billings.
Carlsbad Chamber of Commerce -Provided extensive coverage in The Carlsbad Business
Journal, their newsletter, and displayed flyers in their Chamber lobby area.
Carlsbad Art Associates -Maintained financial records and provided pre-event exposure at
TGIF Jazz in The Park events.
Coast Waste Management -Donated and delivered Porta Potties, dumpsters and trash bins.
The Flower FielddCarltas - PrQvided the services and leadership via Joni Miringoff fiom May
through September and provided office supplies and support.
City of Carlsbad
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Mayor Bud Lewis opened the event.
Bob Johnson of the Engineering Department created the Traffic Control Plan.
The City cleared vegetation from an empty lot for kite flying, swept the street after hours
on Sunday night, and then re-striped the street.
Bobbie Hoder donated extensive personal and vacation time.
Donated use of conference rooms for a number of meetings
Carlsbad Police Department - donated traffic supervision and expert consultation on
logistical issues. Lieutenant Kelly Cain guided the committee through the first-time
implementation of the City’s revised special events process.
The Carlsbad Arts Office - Provided extensive articles in the Carlsbad Arts News, arranged
flyers to go home to all city employees, secured a $3000 grant for, and then implemented, four
community chalk art clinics, and loaned 70 No-parking signs for the event.
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Kiwanis Club - Key Club youth volunteered at parking lots
A variety of local businesses discounted the cost of their services or supplies provided to
Artsplash. For example, golf carts, portable lighting, and slurry sealing were heavily discounted.
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EXHIBIT #3
CARLSBAD ~RTS
ASSOCIATES
Formed to promote, fister and support
the activities andprogram of the
Carlsbad Arts O#ce
January 24,2003
Artsplash Committee
1200 Carlsbad Village Drive
Carlsbad, CA 92008
Dear Artsplash Committee:
Enclosed is a f;ll accounting of income and expenses for the Artsplash 2002. The report
is categorized as follows:
Income & Expense Summary
Income Received by Arts Associates
Expenses Paid by Arts Associates
Expenses Paid by Joni Miringoff
Artsplash 2002 incurred a deficit of $10,604.58. Accordingly, Arts Associates is
requesting $10,604.58 f3om the City of Carlsbad to cover the deficit.
Sincerely,
Lei m'--C$-$QJ
Joni Miringoff
Steering Committee Chair James Comstock, Treasurer
Carlsbad Arts Associates
Income & Expense Summary
I Income Sponsors & Chalk Art Squares I 20835.00
City of Carlsbad I 15,000.00
- 10.604.58
*Reconciliation of amount paid by Joni Miringoff
Cash balance in Artsplash account
Amount necessary to pay Joni Miringoff
4,151.68
Deficit balance 10,604.58
14,756.26
Final Income
Sponsors & Chalk Squares 20,891 .OO
City of Carlsbad 15,000.00
Event Sales 7,136.00
Final Income 43,027.00
.
Final Expenses
Artist - Supplies
Artist Fee
Cleanup
Commission for Squares
Entertainment
Event Costs
Event Contributions
Food Costs
Artist Food
Food Vendor
Fundraisers
Insurance
Photographer
Promotion
Security
Sponsor - Thank You
Traffic Control
T-shirts
Web Page
Final Expenses
498.73
3,230.47
1,200.00
225.00
4,927.51
8,242.88
500.00
8,431.93
264.29
500.00
12,000.00
800.00
300.00
5,281 51
684.00
477.72
3,939.20
1,406.34
722.00
53,631.5a