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HomeMy WebLinkAbout10/17/2000, 5 - PROPOSED ART ON BUSES PROGRAM council October 17",2000 j agenda nepont 5 C I TY O F SAN LU IS O B I S P O FROM: Mike McCluskey,Director of Public Works M0 Prepared By: Timothy Scott Bochum,Deputy Director of Public Works Austin O'Dell III,Transit Manager SUBJECT: PROPOSED ART ON BUSES PROGRAM CAO RECOMMENDATION As recommended by the Mass Transportation Committee, approve a privately-funded Art On Buses demonstration program that allows for the use of a maximum of two SLO Transit buses as test cases for a period of no more than 24 months DISCUSSION Background At its April 5`s meeting, the Mass Transportation Committee (MTC) received a presentation from Liz Maruska, a local artist, who requested that an Art on Buses program be established for the City of Sar. Luis Obispo. The original proposal was to wrap the exterior of the SLO Transit buses in a 'shrink wrap" type material to provide a canvas for local artists to display their work. The special vinyl material used is actually imprinted with the artwork and can be heat sealed around vehicles without damage to the vehicle's finish. The artist envisions that this art would enhance the appearance of the buses and increase the public's ability to recognize the SLO Transit system. After much discussion, the MTC sent the issue back to staff and requested that additional information be gathered regarding the cost of such a program, methods of financing it and a way to possibly make it demonstration program only. The MTC also requested that the possibility of revenue generation be considered through artwork sponsorship. Following additional investigation by staff and the artist, the item returned to the MTC at their June 14`' meeting. In lieu of a fully comprehensive program that involved the entire SLO Transit fleet, staff made the following recommendations: 1. The program be limited to a demonstration on a maximum of two SLO Transit buses, for a period of no more than 24 months; 2. The size of actual advertising space be no larger than the current advertising space being used as part of out existing exterior advertisement agreements; 1. The demonstration program not rely on any public funding nor reduce the amount of revenue generated by the City's current fare media trade agreement. 5-1 Council Agenda Report—Art on Buses program Page 2 •�� iii Figure 1 -Initial Concept Art on Buses Proposal (Note:The MTC determined that this rendering obscured SLO Transit Bus Recognition) The MTC requested that three additional conditions be placed upon the Art on Buses program. 4. The logo and name of SLO Transit should be placed at a consistent location on all buses. 5. Artwork over windows should be prohibited except where currently allowed in our existing advertising program. 6. Any artwork approved for use as part of the Art on Buses program should depict themes associated with the City of San Luis Obispo. Staff concurs with these suggestions and recommends that if the demonstration program is approved by the Council, it should contain both the staff and MTC conditions. T ANMT .t % M„ - - Cv- :�• • 0 Figure 2—Artist 2"d Rendering(Considered by the MTC on June 10) Financial Issues It is difficult to determine at this time if a privately funded sponsorship program can be created in lieu of public funding for the proposed program. The City's Art In Public Places program has no unallocated funds to assist the subsidy of the proposed project. Likewise, staff is reluctant to recommend the use of SLO Transit operation monies for an art program that does not provide any service increase or rider benefit. Another concern is the impact of the proposed program on the City's current bus advertising 5-2 Council Agenda Report—Art on Buses program Page 3 agreement. Annually, SLO Transit receives $36,000 ($3,000 for each bus) in media trade for exterior advertising by KCOY television. Due to the number of ads we place on television, SLO Transit runs out of this exchange amount each year and must augment the contract with already limited operational dollars. It was originally anticipated that the bus wrap process would cost approximately $10,000 — $13,000 per bus. However, subsequent to the June 14`s MTC meeting, the artist has refined and reduced the estimated cost of wrapping the SLO Transit buses. She envisions that only the back half of the buses will be used as an art area. It is estimated that the art wrap process for each bus will be approximately $5,000 - $7,000, depending on the complexity of the art design and its installation. Even with these reduced cost estimates, a program using the current exterior SLO advertising budget to finance the Art program would exhaust the annual amount SLO Transit receives in media trade. Deficiencies in this budget item would then have to be replaced with additional operational monies that would reduce service. i _' •'efr I AMWAYS R- Figure 3—Artist P Concept (Example of art on the last half of the bus only) Therefore, as approved by the MTC, it is recommended that the City Council move forward with a demonstration Art on Buses program, but that it be entirely funded through private donations or a sponsorship program, and that the SLO Transit exterior advertising account remain fully funded by the existing agreement arrangements. 5-3 Council Agenda Report—Art on Buses program Page 4 ell Figure 3—Artist 3`d Concept(Examples of art on the last half of the bus only) Loss of Public Visibility and Identification Any change to the exterior appearance of SLO Transit vehicles is going to have an affect on the visibility and identification of transit vehicles that participate in this program. While this should have little affect on daily riders who know well the bus schedules and routes, staff is concerned that identification of these public vehicles could become difficult for tourists and part time riders. While the Art on Buses program should not have substantial affect on SLO Transit ridership, none- the-less the potential exists for missed trips and some confusion to riders. The MTC concurred with staff's recommendation that the artwork should maintain a consistent identity of theme. In addition, they recommended that the program include provisions that the SLO Transit logo be placed in a consistent location on buses used in the demonstration program. The MTC also felt that art and advertising components of the program should not be placed over windows, except where currently allowed. Staff agrees with these recommendations. Staff also proposes that if the demonstration program is implemented, a media campaign be created to assist patrons and the public to understand the nature of the program. Length of Demonstration Program It is imperative that any demonstration program have a horizon year that allows for review and measure of effectiveness for the program. Staff believes that a 24-month period is sufficient to allow the program time to demonstrate success or failure in meeting the objectives of art in public places. The Council may wish to consider allowing the program an additional 12-month period to assist the artist in arranging financial sponsorship of the program and to recognize appropriate rates of return for the cost exchange. 5-4 Council Agenda Report—Art on Buses program Page 5 Content of Art It is important that any art placed in the public view, on a public bus, not be deemed offensive to members of the public. Accordingly, at its June 140' meeting, the MTC recommended that any art allowed as part of the demonstration project be limited to themes associated with the City of San Luis Obispo. Both staff and the artist agree with this recommendation. In July 2000, the Council adopted a process for approving privately funded public art placed on City property. While that process was envisioned applying to City-owned land or buildings, rather than buses, staff believes that it can appropriately be followed for this project. If the Council chooses to move forward with the Art on Buses program, it is anticipated that an art jury, which includes two MTC members, will be formed to judge the merits of the proposed art for the demonstration program. Once approved, the demonstration art will return to the MTC for review prior to returning to the Council for final approval. Conclusion The Art on Buses request/proposal is a ship in uncharted waters for the City of San Luis Obispo. While City staff recognizes the potential merits for such a program, it has been a difficult issue to pursue from both a functional and financial standpoint. In formulating this recommendation for the demonstration program, staff labored to make sure that the artist's request was considered seriously and that all issues associated with such a program were identified. !1 Staff's recommendations are based on three principles: 1) that the current exterior advertising agreements and process not be jeopardized by the program, 2) that any program that is.created not reduce the severely limited media fare amounts that SLO Transit is dependant upon each year, and 3) that this program be a privately funded and run program that is only implemented in the public arena. These goals are critical in ensuring continued success of the SLO Transit system and appropriate levels of service for our public. Even with these limitations placed upon the demonstration program, the artist is confident that she can proceed with a program that will enhance the character of the SLO Transit fleet and provide a benefit to the community. CONCURRENCES At its June 140i meeting, the MTC reviewed this issue and recommended that the City Council approve, as revised, the two year Art on Buses demonstration program. The City's Public Art Coordinator has also reviewed this proposal and is supportive of the CAO's recommendation. ALTERNATIVES 1. The Council, at its discretion, may enact all, part or none of the proposed demonstration , Art on Buses Program. 2. The Council may direct this issue back to the MTC for further consideration and investigation. If Council opts for this alternative, the MTC would benefit from any additional suggestions or concerns that might be of interest to the Council in order to consider this item further and move the program forward. 5-5 Council Agenda Report-Art on Buses program .Page 6 - -- - - --- - - - -- Attachments Col"or,photographs of art=wrapped buses and a sample of.the wrapping material are available for review'in the Council Office.. [ACuumil Agcn&Rc(um%A t nn B=2i7-21XIll.dm 5.6