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HomeMy WebLinkAbout06/17/2008, BUS 4 - 2008-09 PROMOTIONAL COORDINATING COMMITTEE GRANTS-IN-AID RECOMMENDATIONS Council MetlyDLLs oqQq ac Enda Repoizt Qsm Number�u C. CITY OF SAN LUIS 0 B I S P 0 JJ FROM: Shelly Stanwyck,ACAO Brigitte Elke,Principal Administrative Analyst SUBJECT: 2008-09 PROMOTIONAL COORDINATING COMMITTEE GRANTS-IN-AID RECOMMENDATIONS CAO RECOMMENDATION 1. As recommended by the Promotional Coordinating Committee(PCC), approve the 2008-09 Grants-in-Aid (GIA) allocations and authorize the City Administrative Officer to execute the individual agreements with each grant recipient. 2. Approve leftover funding of$8,050 to be allocated to research to complete an effectiveness study on the City's promotional efforts. DISCUSSION Background In February of this year, the PCC began its annual GIA process. Notices were placed in the Tribune and on the City's website, advertising the availability of the grant funding for local non-profit organizations for the promotion of cultural, social and recreational events that will be of interest to visitors and residents and provide the opportunity for tourism promotion. Prior year grant recipients were mailed notices advising them of the 2008-09 grant process and deadlines. A workshop was held for prospective applicants on February 13, 2008 to review the grant application process, emphasize the Council's grant criteria, discuss the PCC's expectations for applications and answer questions from the applicants. This meeting was mandatory for new applicants and strongly recommended for all applicants..Five of the 24 applicants were in attendance. Completed applications were due to the City on March 14, 2008. 24 applications were received, requesting grants in a total amount of$113,881. This compares to the 37 applications received in 2007-08 requesting $141,813. All applications were deemed complete and were evaluated for funding by the PCC GIA Subcommittee and the PCC. Copies of the 2008-09 grant applications are available in the Council Reading File. Review Process Upon receipt of the grant applications, the PCC convened its GIA subcommittee to review the applications to formulate preliminary grant recommendations. The GIA subcommittee, comprised of John Conner(who served as chair), Cathie Babb, and Cate Norton met two times (April 16t' and April 286) to review the applications and evaluate each by using the assessment criteria established by the Council (Attachment 2). The subcommittee's preliminary recommendations were then presented to the PCC at its regular monthly meeting on May 11 h, 2008. During the meeting, the PCC discussed each applicant and approved the subcommittee's preliminary recommendations with few changes to postage related allocations. They set a special meeting for May 28th,2008 to present i 2008-09 Grants-in-Aid Recommendations Page 2 the preliminary recommendations to the applicants and finalize the recommendations to Council. The preliminary recommendations and notice of the meeting were then mailed to all grant applicants. Discussion The subcommittee chaired by John Conner read every application carefully to evaluate the requests and reach its conclusion. They discussed and debated each one to make certain that they applied the criteria consistently and to evaluate the benefit to the City and its residents, as well as the applicants. As part of this in-depth review, the subcommittee realized that several of the applicants performed few to no concerts in the City of San Luis Obispo and cut the funding accordingly. The entire PCC reviewed the grant recommendations as submitted by the subcommittee in its May 11 h meeting and made some minor changes to the allocations approving the funding of postage. The committee voted unanimously to approve the adjusted preliminary recommendation to be presented to the applicants on May 28th,2008 (Attachment 3 -Draft PCC Minutes). What is different this year? The PCC continued with last year's approach to the GIA process, with one "eye" on rebalancing allocations between cultural and tourism interests to bring greater strength to tourism events, which have traditionally received the smaller proportion of GIA allocations. The "second eye" was on assuring that proposed events had sufficient direct benefits to San Luis Obispo residents through events being held in the City of San Luis Obispo. By initially viewing each event through these lenses, no or little funding was suggested for some organizations that do not perform or schedule only one performance in the City of San Luis Obispo. Since only few of the organizations have the capacity to promote San Luis Obispo as a tourism destination,the committee looked carefully at their actual need for promotional support. Even though these organizations spend up to $100,000 in promotion for their events,the committee did not feel comfortable to recommend individual grants above $10,000. This resulted in 58%of the recommended grant funding being allocated to tourism promotion. This marks the first year that a majority of the recommended grant allocations goes toward tourism promotion which traditionally received the smaller portion (36%in 2007-08) of grant funding. Funding Recommendations The special meeting of the PCC was held on May 28th, 2008, to formally present the Committee's 2008-09 GIA preliminary recommendations to the applicants. During the meeting,.all applicants were given an opportunity to address the PCC regarding the recommendations. Representatives from eight organizations were present. Most of them came to express their appreciation for the grant funding and took the opportunity to provide additional information about their programs and future plans. One organization, however, came to clarify the purpose of its event and why the City's contribution was so essential. The City-to-Sea Marathon, organized by Cuesta College, did not get any preliminary allocations since the financial statements showed a $13,000 net profit from last year and the committee felt that this should cover the promotional need of$4,500. The PCC took the feedback from applicants as an opportunity to discuss the additional information and define the final recommendation (Attachment 4 — Draft PCC Special Meeting Minutes). Only one recommendation was subsequently changed. y. z 2008-09 Grants-in-Aid Recommendations Page 3 The following summarizes the PCC's 2008-09 final grant recommendations: 1. Total funding available is$100,000. 2. Total funding recommended is$91,950. 3. Funding is provided to 24 organizations,with grants ranging from$500 to $10,000. 4. The San Luis Obispo Chamber Orchestra was not recommended for funding, since they do not perform any concerts in San Luis Obispo. According to the organizers, there are no affordable venues available in San Luis Obispo. 5. Reduced funding is recommended to the following organizations: - Gold Coast Barbershop Chorus—only one concert in San Luis Obispo - Children Creative Project—no funding for merchandise or stipends - San Luis Obispo County Band—only funding for concerts held in San Luis Obispo - Sharing the Dream Concert—no funding for staff time,gas, food or insurance -The 1 Dream Foundation—funding for portion held in San Luis Obispo The subcommittee chair, as well as the PCC chair will be available to Council at the public hearing to respond to any inquiries. Grant Criteria When evaluating the applications for GIA funding, the PCC follows grant criteria established by Council. However,the committee felt that the process would be improved by the prioritization of the criteria and a stronger focus on events held in San Luis Obispo. Last year, staff was asked to update the criteria list according to the committee's suggestions and present it for Council consideration and approval (Attachment 5). The criteria was approved in 2007-08 and provided the guidelines for the committee's decision and recommendations this year. Contracts Upon Council adoption of grant recommendations, the City will enter into contracts with each of the recipient organizations. Contracts will be monitored throughout the year by the PCC by assigning individual members as liaisons to the various applicants. FISCAL MPACT The 2008-09 budget for the PCC GIA Program, approved as part of the 2008-09 Financial Plan Supplement was $100,000. The PCC is recommending$91,950 for grand funding and requests that the remaining balance of$8,050 be allocated to the proposed promotion effectiveness study. The committee fears that the available$10,000 will prove insufficient for a meaningful study and would appreciate having some additional funding available. ALTERNATIVES 1. Council could choose to modify individual allocations by dividing the grant funding differently. 2. Council could choose to change the recommendation for the left over funding of$8,050. This is not recommended since the current allocation of$10,000 might prove insufficient for a meaningful study on the City's current promotional efforts. y-3 i 200849 Grants-in-Aid Recommendations Page 4 ATTACHMENTS 1. 2008-09 PCC Grant Summaries 2. Grant Assessment Criteria 3. Draft Minutes from the May 14, 2008 PCC meeting. 4. 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The event takes place in the City of San Luis Obispo. 2. Grant requests must meet one or both of the purposes below: ➢ Of tourism promotion advantage to the City of San Luis Obispo or; ➢ Of cultural benefit to the residents of the City of San Luis Obispo. 3. Events must take place during the City's fiscal year July 1 through June 30. Priority will be given to events that take place in "non-peak" tourism months (October through March) and bring people to San Luis Obispo. 4. Additional consideration for organizations celebrating an anniversary or grand opening. 5. Additional consideration for organizations requesting "seed money" for new events or to enter new promotional markets outside of San Luis Obispo. 6. Amount of other City support requested and co-op opportunities that are actively pursued will be considered. 7. Demonstrated financial need is considered, although potential promotional benefit will be given higher consideration. 8. Past performance of the organization is considered. Please note that integration of City's logo and the City's support of the event are imperative in order to receive grant funding for a consecutive year. 9. If funds allow, consideration is given to assistance with: ➢ Honorarium ➢ Stipends A�ACHMEM� Grants are not given to the following expenses: a. Office overhead or staff. b. Equipment. c. Rental of space. d. Scholarships and/or camperships. Please note: as the City's Grants-in-Aid program is considered by the Promotional Coordinating Committee each year funding is provided, all applicants will have to compete for funding anew every year. 7 Promotional Coordinating Committee ATTACHMENT 3 Minutes DRAFT Wednesday, May 14, 2008 5:30 pm City Hall Council Hearing Room 990 Palm Street CALL TO ORDER: Vice Chair John Conner 5:30 pm PRESENT: T. Conner, Babb, Nicklas, Kinney STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT Gary Nichols from SLO Rugby thanked the committe erit"s support of the Southern California Youth Rugby Championship he an Luis Obispo on May 10 - 11, 2008. The tournament was a great succe any compliments regarding the outstanding sports facilities at Damon were received. CONSENT AGENDA ACTION: Moved by T. ConnerlBa o approve the consent agenda as presented. Mot ionei�5:0 PRESENTATIONS 4. REGIONAL MARKETING CONTRACT— SLO VCB Jonni Biaggini presented promotional efforts by the SLOVCB on-be alf of the City of San Luis Obispo for the last quarter. Amongst print, online and behavioral campaigns, theSLOVCB launched its new Visitors Guide now publisheorra am gazine-style format. It will be published twice a year with 25,000 issues each. in-addition, the SLOVCB will be represented at the International Pow Wow show in -a�Vegas and in April 2008 they started the collaboration with the State of Califo or its "Land of Wine and Food" campaign. This is a five-year commitment and LOVCB is one of six sponsors. Upcoming web initiatives include adding vi o the home page, add reservation system options and oSeeSLOCounty.com. y � ATTRCWM�3 BUSINESS ITEMS 1. GIA RECOMMENDATIONS The committee discussed each application and the GIA subcommittee recommendations. ACTION: Moved by Nicklas/Babb to approve the GIA allocations with the following changes: - postage will be added since integrated part of the marketing campaign - Mission Prep's allocation will be reduced to $4,000 Motion carried 5:0 2. CONTRACT APPROVAL FOR 2008-09 B. Elke presented the changes that were made by the Marketing Subcommittee. The subcommittee only made recommendations for changes in the works eft the proposed allocations as stipulated in the 2007-09 fiscal plan. Debbie Nicklas suggested that the subcommi art looking at the contracts in December to make recommendations as to how to effectively utilize the Community Promotions funding outside of just the work s adjustments. ACTION: - Move T. Conner/Nicklas to approve the contracts for PR, Regional r eting and Visitors Center&Website as presented. Motion carried 5:0 COMMUNICATIONS Kathy McGrath from Verdin Marketing presented the new AMTRAK brochure they will be using between SLO and San Diego. The meeting adjourned at 7:10 pm to the June 11., 2008 meeting. Promotional Coordinating Committee Minutes DRAFTWednesday, May 28, 2008 Special Meeting — GIA Recommendations 2008-09 5:30 pm - City Hall Council Hearing Room 990 Palm Street CALL TO ORDER: Chair Cate Norton 5:30 pm PRESENT: T. Conner, Babb, Nicklas, Kinney, J. Conner STAFF PRESENT: Brigitte Elke, Principal.Administrative Analyst PRESENTATIONS GIA 2008-09 PRELIMINARY RECOMMENDATIONS The PCC Special Meeting for GIA Recommendations to Council for the grant cycle 2008-09 was held to give the applicants an opportunity to comment on the committee's preliminary recommendations. John Conner, Vice Chair and Chair of the GIA Subcommittee, opened the meeting by presenting each individual applicant and the proposed recommendations. Each applicant present had the opportunity to comment. Of the 24 applicants, eight applicants were present. Seven took the opportunity to thank the committee for the support and to provide additional information about their events. • Gala sold out its PAC event last year and 500 people attending the performance were from outside the Central Coast. • The Art Center is looking forward to a great and eventful year, celebrating its 50th anniversary. • The Downtown Association is celebrating its 25th anniversary and received coverage on the Farmers' Market and its anniversary in Via Magazine. They are changing their slogan "Escape the Valley Fever" due to the actual outbreak and migration of the illness towards the coast. • The Film Festival has seen an increase of out-of-town visitors especially for its "Surf Night" 13% of the 75,000 attendants came from outside of SLO. The Festival organizers partnered very successfully with the SLO Vintners to enhance the experience and they will continue to do so. Also, more and more movie makers are attracted to the festival and discover SLO as a location for film making. y-�d � I ATTACHMENT 4 • Festival Mozaic is facing its start under a new name. The board allocated twice the usual marketing budget to make it a success. So far ticket sales are 15% above the same time last year and 30% of ticket buyers are from outside SLO County. • The City to Sea Organizer Jani Johnson gave additional information to the committee in hopes to receive a contribution. The committee had not recommended any funding due to a $13,000 net profit shown in the budget. However, Jani reiterated that the race was established to fundraise for Cuesta College's track and field team and related facilities. The facilities are open to the public and are used by many clubs and youth organizations. It is also the locations for events such as the Special Olympics. They are currently looking to fundraise $58,000 to provide for a sound and power system for the facility. Pismo currently contributes $500, but gives traffic control and street closing as in-kind donations. This was the reason for the change from Avila to Pismo, since Avila charged $3,000 for the same services. After all comments were heard, the committee discussed the final recommendations to Council. The only change recommended by four of the members was an allocation to City-to- Sea. Two members felt that the organization does nothing to grow the event and asks the City consistently to pay for its'entire advertising budget. They felt that at least some of the net profit should be put back into the race to increase promotion and attract more runners to the race the following year. ACTION: Moved by Nicklas/T. Conner to approve $4,000 to City to Sea Half Marathon Motion carried 4:2 Norton and J. Conner opposed The Committee then discussed a recommendation to Council for the reminder of the funding. ACTION: Moved by J. Conner/Nicklas to recommend to Council to transfer the remaining funding of$8,050 to research, since the proposed funding of $10,000 might prove insufficient to cover the cost for an effective and valuable study. Should the money not be used for this purpose, it should be moved to Enhanced Promotions to support new and innovative tourism events in San Luis Obispo. Motion carried 5:1 T. Conner opposed The meeting adjourned at 6:30 pm.