HomeMy WebLinkAbout05/02/2000, C4 - USE OF ENHANCED PROMOTIONAL FUNDS FOR ART TROLLEYcouncil V.�° a
j agen6a Report try
C I T Y OF SAN L U I S O B I S P O
FROM: Ken Hampian, Assistant City Administrative Officer
Prepared By: Wendy George, Assistant to the City Administrative Officer `,.P�"
SUBJECT: USE OF ENHANCED PROMOTIONAL FUNDS FOR "ART
TROLLEY"
CAO RECOMMENDATION
Approve the Promotional Coordinating Committee's recommendation to spend $1,000 of
Enhanced Promotional Funds to create an "Art Trolley" on a one -year trial basis.
DISCUSSION
In 1993, in conjunction with an increase in the Transient Occupancy Tax (TOT) from 9% to
10 %, the City created an Enhanced Promotional fund to be used to finance innovative
promotional ideas and provide "seed money" for new special events. Annually, the Promotional
Coordinating Committee (PCC) makes recommendations to the City Council on how this fund
should be spent. At its last meeting, following direction from the City Council, the PCC heard a
presentation from a representative of local art galleries who was asking that the City consider
allowing the creation of an "Art Trolley ".
Several years ago, a number of downtown art galleries established a program called "Art After
Dark" in which the galleries would stay open from 6:30 p.m. to 9:00 p.m. on the first Friday of
each month. During this time, visitors would be hosted at receptions and have an opportunity to
explore the various exhibits on display. Currently, nine galleries participate in the program, but
with the opening of new galleries in the Creamery, and the expanding interest in art galleries
being shown by tourists, the number could grow to fifteen in the near future.
Josephine Crawford, a representative of the "Art After Dark" program, recently made a brief
presentation to the City Council on her concept of an "art trolley" to serve participants in the
program The City Council referred her to the PCC for full consideration of her idea.
Ms. Crawford's request was that one of the City's trolleys be allowed to operate during the hours
of "Art After Dark ", enabling tourists from the motels and hotels on upper Monterey Street, as
well as other gallery visitors, to travel between the various galleries with ease. Currently, trolley
service stops at 5:00 p.m. The trolley would make two trips to upper Monterey Street during the
three hour time period and would circle in a loop encompassing Marsh, Higuera and parts of
Monterey Streets between Santa Rosa and Beach Streets (see Attachment 3 map) during the
remaining time. The trolley would be identified as the "art trolley" by pink flags, matching those
placed in front of the galleries for "Art After Dark".
The PCC was very interested in Ms. Crawford's proposal, as art- related tourism has become
increasingly popular. The Committee focused particularly on how the trolley's c2f of lity
Council Agenda Report —Art Trolley
Page 2
would be advertised to both visitors and the local community. The City's advertising firm,
Barnett Cox & Associates, felt that it had sufficient budget available within its contract to assist
with creating an advertising flyer to be placed in local motels and hotels, and possibly to be sent
out as part of the City's advertising fulfillment. package. Ms. Crawford also plans to pursue
advertising through the Los Angeles Times, the local Visitors and Conference Bureau and all
gallery press releases.
After satisfactory exploration of the request with Ms. Crawford, the PCC recommended funding
the "art trolley" on a one year trial basis, at a cost of no more that $1,000. During that time, the
"Art After Dark" galleries would be responsible for tracking the trolley usage and returning to the
PCC to determine whether or not the program should be continued.
CONCURRENCES
The "art trolley" has been discussed with the Public Works Director and the Interim Transit
Manager, both of whom have indicated that it is a viable concept. There are a number of details
that would need to be worked out between the gallery representatives and the Interim Transit
Manager prior to the service actually commencing. Some of these issues will relate to where
identification can safely be placed on the trolley (proposed as pink flags and a rear banner);
assurances that the trolley will not be exclusively for visits to galleries if other riders wish to use
it during "Art After Dark"; scheduling (a precisely fixed schedule will not work); ways to tally
"Art After Dark" riders separately from other riders, etc. However, none of these issues appear
to be insurmountable.
FISCAL IlVIPACT
After discussion of various options with the Interim Transit Manager, it appears most reasonable
to simply continue regular trolley service from its usual cessation time of 5:00 p.m. straight on
through until 9:30 p.m., rather that allowing an interruption of service between 5:00 p.m. and
6:30 p.m. when "Art After Dark" begins. The cost of this continued service for one night a
month would be $77.00 per evening. The PCC recommends using up to $1,000 of Enhanced
Promotional Funds for one year of trial operations.
A total of $50,000 of Enhanced Promotional money is budgeted to be spent over the 1999 -01 fiscal
years. To date, $17,300 has been spent for specialized promotional tools, a visitor survey, the
upcoming Central Coast Book & Author Festival and seed money for La Fiesta. Upon approval of
this recommendation, $32,700 would still remain for Enhanced Promotional purposes.
ATTACHMENTS
1. Letter from Josephine Crawford
2. Art after Dark flyer
3. Map of proposed route
4.. Minutes from PCC meeting of 4/10/00
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ATTACHMENT 1
4/18/00
San Luis artists' gallery
Josephine Crawford
Dear Wendy.
I have taken several trips, both in ;my car and also on the trolley and have come up with a
few more thoughts on the "Art Trolley ".
Art After Dark: Every first Friday of each month.
The target market is the visitor, so the Trolley will start at the top of Monterey St
where there are already existing, four trolley stops to pick up people from the motels
as there is a Thursday night shuttle already in place.
We will pick up people who are interested in the "Art After Dark " event (because they
have seen the information on flyers* in the motels and restaurants and at the chamber).
*Maggie Cox will work with me on design.
I also intend to contact the travel section of the L.A Times, the Visitors Convention
Bureau as well as add the information to all our press releases and feature stories.
The trolley will leave upper Monterey at 6pm, arriving at the Creamery on Higuera at
approximately 6:20. The visitors will be greeted in the Creamery Courtyard and
given maps and details of that evenings festivities and art events all over town
The trolley will then start going round the galleries ( see map) about every twenty
minutes.
(6:40,7:00,7:20)
At 7:30 the trolley will make a second trip to upper Monterey to pick up a second batch
arriving at the Creamery approximately 7:45.
Trolley goes round again (8:05,8:25,8:45) then back up to Monterey to end the trip by
9:10. Times cannot be exact because of pick -ups.
This will give people a choice of meandering through the art zone by foot (for example,
the creek walk leads directly to the Art Center) or hopping on the trolley to arrive at a
gallery at another part of town within minutes.
The public Parking structure on Marsh St will be a scheduled Art Trolley stop (every
twenty minutes ) so that local art lovers can park and ride also.
Public Art will be highlighted on all maps
The trolley will be decorated with a banner on the back "STOPS FOR ART" and fly a
bright PINK flag. If feasible I would like to see two smaller flags on the front as well ,
but I will have to examine the logistics.
Each participating gallery will purchase a pink flag from Gail Johnson (the author of Art
after dark) and agree to display it out side the gallery on the night of the event.
I will work with Gail by making sure that galleries get information to her in time to print
flyers and send press releases .
The drivers DO tally ridership, so that we can monitor the success of this project.
I spoke to Anne Ream today and she will get a "Watch for the "art trolley" piece in the
Art Rag which is going to press as we speak!
Once again, thank you for your help on this. If I left anything out, let me know.
Josephine.
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ATTACHMENT 2
ART AFTER DARK®
GUIDE
to thawvening's festivities
the First Friday of March, the 3rd, 2000 - 6:30 - 9:00 p.m.
1. The San Luis Obispo Art Center (1010 Broad Street,
543.8562) will host a reception in the First Gallery for Jo Werts called "Watercolor
Spring ". Local artistficon John Barnard calls'97 year old Werts "one of the best artists _
in the country and certainly the best woman artist in our area.' Also continuing in the
Gray Wing is "Aquarius XXIIP, the annual juried watercolor exhibition hosted by the -_
Central Coast Watercolor Society..
2. Johnson Gallery & Framing Studio (547 Marsh. Street,
5 41.6 6 0 0) The wateroolors of Fred Sweeney will k& featured through March in a show
called 'Treasures of the Central Coast'. Sweeney`,qft architect with the firm Phillips,
Metsch, Sweeney & Moore, paints enchanting local landscapes and historic buildings
in the -plain airs" style when he's not designing parking structures, college campuses
and airport expansions. Refreshments.
3. Art Lives Here (1043 Higuera, 594.1850) presents 'Art From the
Heart - Explorations on the Theme of Dove. The show was open to any member wishing
to display a piece representing their persodal expression of love. This show is a benefit
for "Voices for Children" a child advocacy organization that trains local volunteers to
Work with foster children in our county through CASA, and runs through March S.
4. San Luis Artists' Gallern(in the Creamery, 570 Higuera,
547.9396) is celebrating Mardi' Gras with an adult mask - making play session with
gallery artists. Bring your 'Inner child ", a pair of scissors and some of your favorite
materials (feathers, glitLer) . The gallery vdifl supply colored papers, markers, glue, and
other items to spark your hedonistic creativity. The party will coincide with a month-
long show of erotic and decadent works by S.L.A.G. members. Refreshments.
6. L- ArtlSt Gallery (570 Hlguere, Suite 135, 543.1278) will be
hosting a small Mardi Gras party as well as a silk painting demonstration by Jackie
Bradley.
7. Boo Boo Records (978 Monterey, 541.0657) Jay Russell's
paintings will be featured at this art-iriendly business through March. Russell is known
for his "brush- slash' method of applying paint to canvas, which results in a bold and
colorful impressionist style. All the paintings featured have a musical theme.
a. John Landon Gallery (962 Monterey, 748.8169) Art After Dark
welcomes artist John Landon to. its list of participating galleries. John works in a
variety of styles, from contemporary glowing air - brushed scenes of local landmarks to
traditional canvases in soft impressionist colors. John will be demonstrating during Art
After Dark
9. The Photo Shop (1027 Marsh, 543.4025) Photographer Jerome
Ross is featured in an exhibition called "Range of Light, Caldomia's Eastern Sierra'
These color photos depict the artist's intimate relationship with one of the most
beautiful areas of the world.
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a PCC Meeting Packet for 0,W 2M0
ATTACHMENT 3
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-9- PCC Meeting Packet for 04/12/00
PROMOTIONAL COORDINATING COMMITTEE ATTACHMENT 4
DRAFT REGULAR MEETING MINUTES
April 10, 2000
Council Hearing Room, City Hall
San Luis Obispo, CA 93401
1. CALL TO ORDER
Chairperson Sandy Baer called the meeting to order at 5:33 p.m. with the following members present: Bob Griffin,
George Newland, Bill Pyper, Diane Hunt Roberts and Wilda Rosene. Mitch Massey was absent. Wendy George
served as staff. Also present were: Maggie Cox, Susan Carvalho, Jonni Biaggini, Anja Schlotman, James
Anderson and Alex LaChapelle.
2. PUBLIC COMMENT
There was no public comment.
3. APPROVAL OF MINUTES
Staff was asked to correct the spelling of Roger Corwin's name. The minutes of the regular meeting of March 8,
2000 were approved corrected.
4. INTRODUCTION OF NEW COMMITTEE MEMBER
Chairperson Baer introduced Bob Griffin to the PCC members and contractors present.
5. APPOINTMENT OF NEW CHAIRPERSON AND VICE - CHAIRPERSON
On a motion by Bill Pyper, seconded by Diane Hunt Roberts, Wilda Rosene was unanimously chosen as the new
chairperson.
On a motion by Sandy Baer, seconded by Bill Pyper, Diane Hunt Roberts was unanimously chosen as the new
vice- chairperson.
George Newland was then appointed the new Grants -in -Aid subcommittee chairperson. Sandy Baer will replace
Wilda Rosene on the Grants -in -Aid subcommittee and Bob Griffin will replace Sandy Baer on the Marketing
subcommittee.
6. USE OF ENHANCE PROMOTIONAL FUNDS FOR ART TROLLEY TRIAL RUN
Josephine Crawford made a presentation to the committee on the concept of an "art trolley" being available once a
month in conjunction with the "Art After Dark" program. "Art After Dark" occurs on the first Friday of each month
and is a time when downtown art galleries stay open and provide small receptions and public viewing
opportunities. Ms. Crawford's proposal was that the City trolley stay in circulation during this time (6:30 p.m. to
9:30 p.m.) and that the trolley be decorated with pink flags to match the flags flown in front of the galleries. There
are currently nine galleries participating in the program, but that number is expected to increase to as many as
fifteen. Bill Pyper inquired as to how the group planned to publicize the trolley. Ms. Crawford replied that she
would develop a publicity plan if the PCC were interested in the concept. Maggie Cox indicated that BCA would be
able to help develop an advertising flyer. Sandy Baer asked about accountability on ridership. Ms. Crawford
indicated that she would communicate with the City's Transit Manager to see if a tally of ridership is currently being
maintained. Bob Griffin asked where the trolley route would begin. Mr. Pyper suggested it start at the Marsh
Street parking structure. After some further discussion of the route and publicity possibilities, a motion was made
by Bill Pyper, seconded by Bob Griffin to grant $1,000 of Enhanced Promotional Funds to the art trolley on a one
year trial basis. The motion was unanimously passed, with Wilda Rosene abstaining. Ms. Crawford was asked by
staff to provide the City with a more detailed letter addressing the issues raised by the PCC.
7. ACTION ON LETTER FROM EMBASSY SUITES REGARDING THE VCB
Bill Pyper began the discussion by asking whether is was important that the PCC take action at this meeting
because the VCB is holding a special meeting of the board this month to address the issue of m bprsoip. It will