HomeMy WebLinkAboutAgenda Report - July 17, 2019 C-09AGENDA ITEM e-q
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AGENDA TITLE:Adopt Resolution Authorizing City Manager to Execute Professional Services
Agreement with Patice Yee Green dba Roadside Concepts of Livermore, CA for
Hutchins Street Square Programming, Marketing and Sponsor Solicitation
($4o,8oo)
MEETING DATE:
PREPARED BY:
July 17,2019
Parks, Recreation and Cultural Services Director
RECOMMENDED AGTION: Adopt resolution authorizing the City Manager to execute a
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programming, marketing and sponsor solicitation in an amount not to exceed $40,800.
BACKGROUND INFORMATION: Hutchins Street Square is Lodi's premier performing arts center,
with the 794-seat Charlene Powers Lange Theatre the focal point.
The theater is managed by Parks, Recreation and Cultural Services,
and has been an underperforming asset for many years, mainly due to the dramatic reduction in staffing
(from 1 1 full{ime staff to three) over the past 12 years.
Operating a theater - from selecting artists to marketing, creating ticket packages and soliciting sponsors
- requires a skillset not typically found in parks and recreation agencies. Approximately seven years ago,
the City explored turning theater management over to a private firm, but found that the cost would be
higher than the existing subsidy, so the idea was shelved.
PRCS, however, sees the theater as an asset that provides high-quality entertainment for residents of
Lodi and those within a SO-mile radius, and serves an economic stimulus role by increasing business at
downtown restaurants, wine-tasting rooms and hotels.
PRCS issued a Request for Proposals to provide programming, marketing and sponsorship services for
the theater in 2020; one response was received from Patice Yee Green, dba Roadside Concepts. Ms.
Green brings a background that integrates well with the Lange Theatre, having served as the manager of
experiential marketing for Wente Vineyards in Livermore, which consisted of promoting live performances
at the winery and dinner/show packages.
Ms. Green's fee is $40 an hour for a minimum of 20 hours per week to develop a four- to six-show
season. Duties would include identifying and attracting national artists to perform at the Square, partner
with various nonprofits, local businesses and other community groups for enhanced ticket packages,
develop pre- and post-event coverage and develop content for social media campaigns. ln addition, she
will work with staff on enhancing the customer experience.
PRCS' goal is to offset most of that expense through sponsorships and increased ticket sales, with a
broader community benefit.
APPROVED:
, City Manager
Adopú Resolution Authorizing City Manager to Execute Professional Services Agreement with Patice Yee Green dba
Roadside Concepts of Livermore, CA for Hutchins Streeú Square Programming, Marketing and Sponsor Solicitation
(640,800)
July 17,2019
Page 2
Staff asks that the Council approve the resolution authorizing the City Manager to execute the agreement
with Patice Yee Green dba Roadside Concepts.
FISCAL IMPAGT: Potential for net revenue or net loss to PRCS, depending on success of the
Contractor. Benefit to local businesses will occur from increased activity at
Hutchins Street Square, resulting in some higher General Fund revenue
with increased tourism.
FUNDING AVAILABLE: lncluded in FY 2019/20 budget(20071300.72450), although additional
apJlliopriation may be needed to cover performing artists' contracts.
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Andrew Keys
Deputy City Manager/l nternal Services Director
Jeff
on, and Cultural Services Director
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cc: City Attorney
\\lodiJs-v-01\PRKS REC\City Counc¡l\2019 Council Commun¡cations\7-17-19 Pat¡ce creen.doc 7t2t2019
RESOLUTTON NO. 2019-127
A RESOLUTION OF THE LODI CITY COUNCIL AUTHORIZING THE
CITY MANAGER TO EXECUTE A PROFESSIONAL SERVICES
AGREEMENT WITH PATICE YEE GREEN, DBA ROADS¡DE
CONCEPTS, OF LIVERMORE, FOR HUTCHINS STREET SQUARE
PROGRAMMING, MARKETING AND SPONSOR SOLICITATION
WHEREAS, Hutchins Street Square is Lodi's premier performing arts center, with the
794-seat Charlene Powers Lange Theatre the focal point; and
WHEREAS, the theater is managed by Parks, Recreation and Cultural Services
(PRCS), and has been an underperforming asset for many years; and
WHEREAS, approximately seven years ago the City explored turning theater
management over to a private firm, but found that the cost would be higher than the existing
subsidy so the idea was shelved; and
WHEREAS, PRCS issued a Request for Proposal to provide programming, marketing
and sponsorship services for the theater in 2020. One response was received from Patice Yee
Green, dba Roadside Concepts.
NOW, THEREFORE, BE lT RESOLVED that the Lodi City Council does hereby
authorize the City Manager to execute a Professional Services Agreement with Patice Yee
Green, dba Roadside Concepts, of Livermore, California, for Hutchins Street Square
programming, marketing and sponsor solicitation, in an amount not to exceed $40,800, with the
term of the agreement through October 31 , 2020, and including two optional one-year
extensions..
Dated: July 17,2019
I hereby certify that Resolution No. 2019-127 was passed and adopted by the City
Council of the City of Lodi in a regular meeting held July 17,2019, by the following vote:
AYES: COUNCIL MEMBERS - Johnson, Kuehne, Mounce, Nakanishi, and
Mayor Chandler
NOES:COUNCIL MEMBERS - None
ABSENT: COUNCIL MEMBERS - None
ABSTAIN: COUNCIL MEMBERS - None
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IFER
City Clerk
2019-127
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