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CAC 09 25 19954 CULTURAL AFFAIRS COMMISSION AGENDA La Quinta Civic Center Study Session Room 78-495 Calle Tampico La Quinta, CA 92253 September 25, 1995 7:00 P.M. 1. CALL TO ORDER A. Roll Call II. PLEDGE OF ALLEGIANCE III. CONFIRMATION OF AGENDA Corrections, additions, deletions or reorganization of the agenda IV. APPROVAL OF MINUTES Approval of minutes of July 24, 1995 V. ANNOUNCEMENTS A. Introduction of Commissioner Archie Sharp VI. PUBLIC COMMENT The CAC reserves the right to limit discussion on any topic to five minutes or less. VII. CORRESPONDENCE AND WRITTEN MATERIALS VI11. STAFF REPORTS IX. COMMISSION BUSINESS A. Election of Officers - Chair / Vice Chair B. Update Work Plan C. Update Handbook D. Discuss Changing CAC Name to Cultural Commission (Francis) E. Proposed Artist Advisory Committee (Benay) X. COMMISSION COMMENT CACAGN.009 1 X. COMMISSION COMMENT XI. COMMISSIONER REPORTS & INFORMATIONAL ITEMS A. Committee or Professional Affiliation Reports Art In Public Places Community Concerts Association Encore! LQ Arts Foundation LQ Arts League LQ Chamber of Commerce LQ Friends of the Library LQ Historical Society Museum LQ Little Theater Round Table West School Site Council Committee B. Subcommittee Reports Latin Jazz and Salsa Festival Feasibility Study Final Report (Berliner) La Quinta Pageant Feasibility Study Update (Atkins) Arts Advocacy (Hull) XII. NEXT MEETING DATE, TIME AND TOPIC October 23, 1995 7:00 PM La Quinta Civic Center Study Session Room • Discussion of Cultural Arts Center in La Quinta (Hull) • Final Review of Work Plan • Final Review of Handbook • • XIII. ADJOURNMENT CACAGN.009 2 City of La Quinta Cultural Affairs Commission Work Plan 1994-95 Cultural Affairs Commission 1995 Work Plan Priority: Category: Assignment Item: On -Going Assignments 1 On -Going Annual Work Plan Method(s) of Fulfillment: Review existing assignments, suggest assignments to fill any voids, review programs and programs being done by other cities. Suggested Resources: The work plan should be considered a living document, subject to revision during the course of routine maintenance. Expansion of Assignment: Commissioner Availability: Commitment Required: CACWP On going maintenance. Review regularly. 2-3 hours per month. 1 Priority: 2 Category: On -Going Assignment Item: Arts Advocacy Method(s) of Fulfillment: Prepare guidelines and resources for parents, educators, organizations and citizens at large to advocate for arts education in La Quinta schools grades K-3. Lobby for appointment of music and art coordinators/supervisors, encourage adoption of "National Standards for Arts Education." This program will be implemented in cooperation with Desert Sands Unified School District. Suggested Resources: MENC, MTNA, National Coalition for Music Education, local art and music organizations. Staff time and funds are minimal. Utilize parent volunteers. Expansion of Assignment: The goal is to eventually reach all students K-12 in the Desert Sands Unified School District. Commissioner Availability: Commissioner Hull to chair this. All Commissioners are resources. Commitment Required: Once organized, this project will take approximately 2 hours per month. CACWP 2 Priority: Category: Assignment Item: 3 In Progress Sidewalk Art Contest Method(s) of Fulfillment: Easter Celebration event on April 15, 1995 would allow children to create art on pavement using colored chalk. Sidewalks at the Sports Complex will be sectioned off for participants. Judging and prizes awarded for various categories. - Suggested Resources: Event held during Easter Celebration. Commissioners will be judging the art work. Expansion of Assignment: Staff will evaluate success of the event and consider holding the contest annually. Commissioner Availability: Commissioner Klein will assist staff. Commitment Required: 1 hour per month CACWP 3 Short Term Assignments Priority: 4 Category: ShortTerm Assignment Item: High School Journalism Competition Method(s) of Fulfillment: Event would provide a learning opportunity for the students and a way to showcase La Quinta's ability to take the lead on projects such as this one for valley high school students. Suggested Resources: Commission: 5-15 minutes progress report and/or discussion each month. Staff: Minimal - Provide lead person with assistance with any local requirements/rules that might govern such a function. Funding: Plan to raise funds externally to cover event expenses and any cash prizes. Expansion of Assignment: The event can grow in size and scope over time, depending on the needs, success of the project, and desires of the students, staff, City of La Quinta, etc. Commissioner Availability: Commissioner Lawrence would like to take the lead role in planning and execution of this project. Commitment Required: 4 hours per month once project is established. CACWP 4 Priority: 5 Category: Short Term Assignment Item: D.E.P.A. Program (Diversified Exposure to Performing Arts) Method(s) of Fulfillment: Provide tickets for students to attend diversified events. Suggested Resources: 10-20 hours of feasibility research. Each fall a subcommittee of CAC members would spend 10-20 hours making calls to secure free or reduced rate tickets during the season. Expansion of Assignment: No growth in staff time, should be similar each year. Mostly work will be by PTA and/or school staff, if they agree to work the program. Commissioner Availability: Commissioner Berliner would like to be involved with initial feasibility research, and chair the subcommittee. Commitment Required: 10-20 hours for feasibility study. 10-20 hours each fall soliciting tickets. CACWP 5 Long Term Assianments Priority: 6 Category: Long Term Assignment Item: La Quinta Pageant Method(s) of Fulfillment: Creating steering committee consisting of Historical Society, CAC, Council Member, technical, theatrical, musical to lay ground work of conceptual plan and feasibility. Budget development study. Site procurement (seed civic center ground, build temporary staging, rent seating). Suggested Resources: Possible request for City funding, private funding, legal council, staff time, recruitment, publicity. Expansion of Assignment: Annual event creating great visibility for La Quinta valley wide, county wide, state wide, etc. Develop into week long event including multi -discipline arts event. Commissioner Availability: Commissioner Atkins would like to chair the subcommittee. Commissioner Francis to assist. Commitment Required: This will require a tremendous commitment starting with the single step of forming a steering committee. CACWP 6 Priority: 7 Category: Long Term Assignment Item: Latin Jazz/Salsa Day Feasibility Study Method(s) of Fulfillment: Subcommittee to do research on program development, budget, and personnel needs. Seek out experienced coordinators to solicit their ideas and estimates on planning an event of this nature. Suggested Resources: To be determined by research outcome. Possible request for financial assistance from the City. Expansion of Assignment: If feasible could be an annual event. Commissioner Availability: Commissioner Berliner will assist with this research. Commitment Required: Subcommittee would meet 4 hours per month during research and feasibility process. CACWP 7 CULTURAL AFFAIRS COMMISSION HANDBOOK Updated Fe ary, 1995 � 2 w of �ti9w5 A Handbook for the Public, Commissioners, Council, and Staff Explaining the Functions of the Cultural Affairs Commission a�w CULTURAL AFFAIRS COMMISSION SusanFrancis.................................................................................................. rperson MichelleKlein.......................................................................................... Vic,aid rson Honey J. Atkins ..............................Commissioner .............................................................. Steve Berliner. Commissioner KathrynHull ..... ........U�....................................................................... Commissioner Marton ......................................................................................... ............................................................................................. Cvmmls;i;�� CITY STAFF Thomas P. Genovese .................................... ..................City Manager ............................................................... interim arks an • ecrea ion Supervibut CristalSpidell..................................•............................................................Secretary II CITY COUNCIL 1 ..............Mayor JohnPena.................................................................................................... GlendaBangerter....................................................................................Mayor Pro Tom JimCathcart ............................................................................................Council member RonPerkins..............................................................................................Councilmember StanleySniff ........ ........... ................ ....................... .............. ................. .....Councilmember City of La Quinta 78-495 Calle Tampico La Quinta, CA 92253 (619) 777-7000 FAX (619) 777-7101 CACBOOK RELATIONSHIP WITH APPOINTING AUTHORITY A commission member's relationship with the City Council will vary from member to member. It may be the commission chairman or staff person will report to the appointing authority at one of their regular meetings. Members of the City Council may, from time to time, visit the commission meetings and may, from time to time, invite the commission to attend their meeting for direct input. Individual contacts with the City Council to discuss problems are neither encouraged nor discouraged. This will have to be handled on an individual basis. Should a controversy arise within the commission, counsel and guidance are available from the staff as well as from the individual council members. 'However. it would be inherently unethical for an individual commissioner to attempt to influence or gersuade the appointingg authority to assume a posture which mgy be in oaoosition to the commission as a whole. Should a_ split opinion exist on commission action, it may be appropriate for a majority and minority report to accompany the recommendation to the appointing authority. We would expect the individual commission member to recognize the following items: 1. The commission members are appointed by the City Council. 2. The commission member has an obligation to serve the public and to represent their viewpoint. 3. The contact with the City Council should always be open and never used to circumvent the staff or commission. 4. The commission should not knowingly embarrass the staff or the City Council. 5. The commission should render as much assistance as possible to the City Council and avoid placing them in an untenable position. 6. The commission should assist the City Council in developing public trust in the advisory commission system. 7. The commission should be sensitive to agency priorities and know when to take a stand. There are times when, for the good of the overall agency, it may require adjustment of the priority level of a particular project. 8. The commission falls under the restrictions of the Brown Act whereby decisions and recommendations can only be made at a duly constituted meeting which is open to the public. CACBOOK 3 RELATIONSHIP WITH ASSIGNED STAFF The following commission guidelines are recommended: 1. Contacts would be with the agency staff member assigned to the commission rather than to other staff people. The individual commissioner should feel free to make a contact with the higher level supervision, such as the City Manager, and/or the City Council providing the assigned staff person is also notified of this contact. 2. Contacts with staff members should clearly be in the framework of the commission assignment. 3. It is important for Commissioners to know the City's Art In Public Places programs and community arts services. 4. Commissioners should not ask for individual reports, favors, or special consideration. 5. Commissioners should realize the assigned staff person works with the commission and reports directly to an agency supervisor. He/she is limited in scope of authority to carry our recommendations. Misunderstandings and problems can develop in the relationship between the staff and the commission if an enthusiastic member attempts to take aboard those duties which are not within the framework of the commission action. Each commissioner must be alert to the difference between advisory policy -setting and doing the work. At times a commissioner may be asked to "do" the work as a volunteer. It is doubly important that when this occurs, the difference be recognized and be communicated to assure there is no question about the role on the advisory body and the individual's volunteer assignment. The success of the Cultural Affairs Commission's efforts in our community is directly proportional to the level of priority it attains in the agency operation. Governing body and administrative perceptions on the importance and contribution of human, recreation and arts services to the community's quality of life will inevitably influence decisions on budget, planning, manpower, policies and procedures. Therefore, the interdependence among agency departments/commissions cannot, nor must not, be ignored or taken lightly. CACBOOK 4 The Cultural Affairs Commission is in a unique position to provide for significant positive relationships that can contribute to an understanding of arts services and their roles in contributing to a better quality of life. CULTURAL AFFAIRS COMMISSION PHILOSOPHY STATEMENT It is the philosophy of the Cultural Affairs Commission of the City of La Quinta that fostering and encouraging the arts in all its forms serves to enhance the mental, physical, aesthetic, and spiritual health of La Quinta as a community. Recognizing this fact, and the positive economic impact generated by the arts, this Commission will provide leadership to the arts community through facilitating partnerships between agencies, assisting individual artists by advocating for the provision of adequate resources, and providing the City Council with educated, informed advice for addressing public policy issues as they relate to the arts. THE ROLE OF THE CULTURAL AFFAIRS COMMISSION AND STAFF The role of the Cultural Affairs Commission is to provide guidelines and chart a general course of action by formulating and recommending policies for cultural affairs within the City of La Quinta. The Appointed City Staff lends technical support to the Cultural Affairs Commission and serves as staff liaison. The Appointed City Staff acts as administrator who provides the data, information and professional counsel to the Cultural Affairs Commission while serving as liaison between policy formulation and implementation of same through administrative procedure. City Staff will facilitate the clear, concise and efficient communication of all direct questions, comments and requests for information between the Cultural Affairs Commission, City Manager and Staff as well as similar requests between individual Commission members and individual staff. The primary function of the Staff is to perform under the direction of the City Manager the various duties and responsibilities required to provide well-balanced and efficient cultural arts services for the people of La Quinta. CACBOOK 5 ON GOING CULTURAL AFFAIRS COMMISSION ASSIGNMENTS 1. Liaison to the Community The Commission will attend all civic functions (mixers, Mayor's breakfasts, ribbon cutting, etc.); talk with residents and "hear" what they have to say. Be active in other culturally related activities in La Quinta and surrounding communities. The CAC could get as much publicity as possible in La Quinta and throughout the valley. Everything the commission does is public information. Conduct periodic public forums (focusing on engaging arts related topics) in various public locations (Main Street Market Fair, weekly art show in Von's Center, etc.). 2. Advisory Body to the City Council Attend City Council meetings, maintain open communication, relay public opinion, accept assignments to participate in committees and boards. 3. Commissioner Training Program Develop and maintain extensive listing of seminars and workshops throughout the country and attend when possible. Membership in arts related state and national organizations. Funding for travel fees, etc. CACBOOK 6 TO: LA QUINTA CULTURAL AFFAIRS COMMISSION July Z6, 1995 FROM: SUSAN BENAY PROPOSAL: FORMATION OF AN ARTISTS' ADVISORY COMMITTEE PURPOSE: SERVE TO INFORM AND ADVISE THE LA QUINTA CULTURAL AFFAIRS COMMISSION OF COMMUNITY'S CULTURAL NEEDS AS WELL AS FUNCTIONING AS A CHANNEL TO GET PERTINENT CULTURAL INFORMATION BACK INTO THE COMMUNITY. FURTHER TO HELP DEFINE THE PRESENT EXISTING CULTURAL RESOURCES, TRENDS, AND REALITIES. Structure: Create an advisory committee of 5-7 persons living in La Quinta that are artists in one or more of the primary creative disciplines. It would be a volunteer committee so there would be no fiscal impact. An Artists' Advisory Committee would function to gather information about current cultural needs as well as help identify current cultural trends and resources as they now exist within our community. This could be accomplished on a very integral and grass roots level as the artists live, mix, and possibly work within the La Quinta community. Artists bring forward a cultural sensibility of perception that is unique to artists and is often different from that of the business, administrative, governmental, and general community at large. This committee would serve to represent and share that voice. Additionally it would expand and round out our "ear" to the community. Artists are one of our most valuable resources and assets. This would create a positive link to accessing their perceptions and understandings of the cultural dynamic of our community. This would be a way to not only "hear" their point of view but would also serve to affirm their presence in the community and create a conduit or "hotline" for information that they might have to be transmitted to organizations that are impacting their realities with their decision making processes. Not only could we as the Commission, "hear" in a clearer and more precisely structured way from them, but they would consequently be further informed as to what it is we are doing thereby creating a vital link between the actual functioning artists of our community and the Commission that has been given the challenge of defining the cultural realities existent within our community. We would become more Page Z - Artists' Advisory Committee accessible to them thereby creating a more solid basis to work together through enhanced communication and shared information. Optimally the "Artist's Advisory Committee" would "feed" information back to us "as needed" or at regular intervals. We could dialogue and consult with them about specific issues/topics as they arise - (for instance regarding the development of the cultural plan). They could function as an ongoing resource for vital information relating to the primary, grassroots level of our community. They could help define from yet another perspective the cultural vision for La Quinta. The Artist's Advisory Committee could assist us in getting information back into our community. They could be the 'seeds' that might grow some very positive changes for La Quinta by the nature of their involvement. They might plant some powerful ideas within the Commission. Local artists represent an essential "life -blood" link to our community. They are often the reflectors of "what is so" specific to our immediate community and neighborhood. They are an important, vital part of our cultural community and its cultural horizon for the future. We should invite them forward to contribute, enhance, inspire, envision, clarify, and assist in the cultural unfolding of La Quinta. Local artists are an important way for us as the Cultural Affairs Commission and more significantly as a growing community to get to know who we are culturally, socially, and spiritually. Artists can create a window for the truth about who and what we are to be revealed. I believe that a format should be created so that we might access our local artist's knowledge and visions as an important resource to deepen, enrich, and expand our own evolving knowledge base - especially at this time as we embark upon a journey to create a viable, relevant, inspiring, and life-giving "Cultural Plan" for the City of La Quinta. In addition to an "Artist's Advisory Committee" it would be with wisdom to develop a resource pool of artists phone numbers and addresses to use with regard to this proposal as well as for future "informational networking" within the cultural community. WHAT MAKES AN ARTIST WANT TO LIVE AND WORK IN A COMMUNITY 1. Aesthetics of environs - Love, passion, inspire, stimulate, healing, beautiful, powerful, dramatic, meditative, recreational, pleasurable, social, historical, cultural,spiritual. 2. Opportunity for cultural exposure, involvement, participation, interaction, and education. 3. Access to public for sharing/presentation of work. Input. 4. Involvement/interaction with other creative artists. Support, stimulation, cross-pollination of ideas, energy pooling. 5. Access to marketplace and challenging, creative projects. 6. Feeling of support from community, that they are valued, cared about, interested in, and 'backed' emotionally, logistically as well as financially. - That they and their work matters. Positive, upbeat community dynamic - open and progressive. 7. Access to creative materials both for the physical creation of the work and education with regard to that work. 8. Freedom of creative thought with a non -intrusive, non - repressive spiritual/psychological climate in place. 9. Diversity of socio/economic/cultural dynamic in place. 10. Safety. 11. Interesting people, places and things. University or other strong cultural institutions/organizations/movements present and available as a vital resource/inspiration.- Engaging and powerfully compelling intellectual climate. Media, National Forum. 12. Traditional - Good schools, family environs perhaps, transportation, recreational, community/commercial resources, health care, affordable housing/studio space., etc., etc. 13. Opportunities to offer themselves as a valuable resource - teaching, sharing information, skills, visions, creative process, etc. - feeling connected,expanded, of service and value. B. Subcommittee Reports D R A F T BE IT RESOLVED THAT WHEREAS we believe the arts are fundamental to a full realization of the human spirit and indispensable to the complete expression of life; and WHEREAS civilizations are judged more positively by posterity for their appreciation of and development in the arts than in other areas of achievement; and WHEREAS Goals 2000, Education America Act, is the national education reform act passed into law by the President of the United States in 1994; and WHEREAS it has been proven statistically and through our personal experience that participation in the study of the arts provides an individual with increased mental reasoning skills, more creative thought processing, and greater problem solving abilities both in the arts and in other academic subject areas; and WHEREAS the study of the arts has proven to increase the development of self esteem and positive self image and self discipline, which are important in learning to live in such a diverse society as ours today; and WHEREAS the study of one's own culture and that of others is enhanced through the study of the arts of those cultures; THEREFORE WE, the members of the CULTURAL AFFAIRS COMMISSION OF THE CITY OF LA QUINTA, encourage the Administration and members of the Board of Education of the Desert Sands Unified School District to provide the necessary resources and planning so that quality arts education, including appropriate numbers of faculty and adequate facilities and materials, can be made available to every student in the Unified School District, and to make the study of a varied arts curriculum a requirement for graduation. Thereto, we, the members of the CULTURAL AFFAIRS COMMISSION OF THE CITY OF LA QUINTA, pledge our support and expertise in any and every way possible to help make this dream become a reality in our community. CULTURAL AFFAIRS COMMISSION CITY OF LA QUINTA Signed: Date: Drafted September 12, 1995 The Arts In Education Survey Results June 1995 Programs Currently Desires Needs Offered High School LQHS Band: Beg,Jazz,Concert Marching; Chorus,Art 1-3, Ceramics, Photography 1-3, Drama. PDHS Art, Ceramics, Music, Choral, Jazz, Theater Arts Middle School Woodrow Art, Airbrush, Ceramics, Wilson Choir, Dance, Band 1-3 Elementary Kennedy Missoula Theater After School:Honor Choir Art Appreciation, Dance. LQ Arts Foundation. Additional teachers Money for Art History Scholarships and Vocals. Interact with community. Field trips to live Money arts & museums. Professional Consultants Money to assist. Attend Professional Musicals & Plays. Staff Training More Contacts Contacts for skilled Database areas like ballet Monroe Art, LQ Arts Foundation, Staff Training for Money & Resource Primary art classes every specific program personnel Friday on arts rotation Roosevelt LQ Arts Foundation Field Trips to Museums Money Truman Some Arts Rotation After school art, band, Money in piano, French, ceramics, dance, choir. dance, art, choir. Music teacher (1-5), dance (1-3). Art & Music integrated into curriculum. Washington Full time music teacher, Art appreciation at lower Time Charter Musical stage productions. grades. Thematic unit with art, music, dance during school day. After school fine art & performing art classes offered. Recorder for 3-5. Jefferson Ballet, Jazz & Tap Classes Incorporate Keyboarding, moving on Clogging Classes, Strings, Guitars & more art integration desires Band, Chorus, Theater into the curriculum areas. Comments Arts is a form of communication and an important learning style. We would like to see "more awareness of the arts" come out of a public forum. - Jefferson School The arts are a very important part in every child's education. It can be a rewarding experience in expressing their individuality. Each student can succeed, feel good about themselves, and develop better self esteem. I would like to see more community and business support come out of a public forum. - Harry Munoz at Wilson Middle School Perhaps goals for DSUSD and ways to creatively support the arts through partnerships could come out of a public forum. - Maureen Mendoza, Monroe School I feel arts are frequently a way to "hook" students into other academic subjects. Arts are an integral part of a quality curriculum. Art is one of the seven intelligences which need to be fostered. I would like to see a greater understanding and acceptance of the arts in schools for a balanced curriculum. - Diane Cardinalli, Truman School The arts in education is extremely important to meet the needs of those gifted and to enlighten those not. Children need to be encouraged and educated in the arts from the beginning. - Carole Horlock, Washington Charter School The arts in education is vital. This is how we learn and develop our humanity. I would like to see a data bank/pool of consultants/community people available to schools in the arts come out of a public forum. - Derrick Lawson, Kennedy School Not all students go through the same door to success. The arts provide a different door and a way for many to experience success. The arts are important and necessary for a well rounded education. A public forum could help brainstorm how the community can support the arts and interact with art students. - La Quinta High School Committee Rex)ort 9/25/95 Master Cultural Plan Committee Regular Meeting: Cultural Affairs Commission To this date in the history of the city of La Quinta, no private, educational, social, cultural or non-profit institution has taken upon itself the task of creating, for the people of La Quinta, a Master Cultural Plan. As a Committee of the La Quinta Cultural Affairs Commission, this is our mandate. The city has bestowed upon our Commission the authority to address our community's best interests and provide them in a timely fashion with a lively and engaging forum through which our local culture -- the arts, the education, the social connectedness -- can and will be given the opportunity to grow and "prosper." Following the precedents set forth by countless small and large cities in this state and others, we are preparing to set into motion the prescribed steps towards drafting an objective, representative and visionary Cultural Plan that will fundamentally address our city's current state of cultural affairs, the current needs of our citizens and local organizations, and the very important suggested guidelines determined by the community to bring the Cultural Plan from a plan into a reality. We, at the moment a Committee of four persons residing in La Quinta, each bring to the formation of this Committee our uniquely sincere passions for serving our community and unbiasedly working towards creating a more healthy environment in our city for cultural expansion and appreciation. Three of us have extensive and direct experience with developing such plans in other cities and the fourth is a professional writer deeply committed to serving his community and facilitating the formation of our Plan. Regarding the notion that our Committee would be obliged to hire, at great expense, a non-resident of La Quinta to handle the public discussions and forums that will be called together to assess our different sectors' wants, needs, and goals we feel, in the best interest of the city, that we, as the designated committee, will seek to conduct all of the prescribed courses of action, as dictated by many manuals and articles on Forming a Cultural Plan, and not be a mere employer of someone else to do what we know fully well needs to be done to achieve our mandated goal. That is not to say that we will not be seeking counsel by those with similar experience as ours to facilitate our better serving the community, we will. There is also great precedent set by smaller cities such as ours who have done just this -- formed their own cultural plan with the help and counsel of local volunteers and committees. Through the initial formation of the Cultural Affairs Commission just over one year ago and with the subsequent formation of the Master Cultural Plan Committee just over one month ago, the city government has done just about all that it needs to do to put the wheels into motion to ensure that its city's people will benefit from having a cultural plan. Now it is up to us, not to hire someone to do it for us, but to do everything within our power to facilitate, coordinate, and finally create ourselves a Cultural Plan for the very city we serve. With your blessing, the preliminary course of action we will undertake will be this: Step One. The Committee will draft the skeletal structure of a preliminary cultural plan for the city. Step Two. The Committee will submit the skeletal plan to the CAC for review and input at the regularly scheduled October CAC meeting. Step Three. The Committee will form a Steering Sub -Committee comprised of city residents who accurately reflect a true cross-section of the city's private, public, professional, arts, and cultural sectors. Step Four. Inform the CAC of our progress and the "next step"... Other Key Points to Address: - Consideration of sending member(s) of Committee to Escondido workshop pertaining to cultural plans in October. - There will be nominal costs involved in the process of creating the cultural plan and we think that the Commission should be well -apprised that there will be mailing, printing, letterhead and miscellaneous costs for forum meetings to which the residents of La Quinta will be invited. We think it is important to mention that, in lieu of waiving the opportunity to hire a consultant, these costs would be substantially minor compared to the $20,000 as quoted by Mr. Goldman. That $20,000 would have to be voted on by City Council, justified to City Council and the time factor involved in pursuing such monies would cause unnecessary delays. ON DEVELOPING A MASTER CULTURAL PLAN FOR LA QUINTA - Steering Committee Task force committees Representation of: Arts (Schools & Community) Music Instrumental Vocal Band Orchestra Dance Modern Jazz Ballet Ethnic (Folk) Theatre Professional Community Experimental Children's Visual Sculpture Painting Photography Literature Writer's Club Schools Library Designers Architects Cinema Business Chamber of Commerce Civic City Government/Management Representatives Education Elementary Schools Middle Schools High Schools College (?) Government City County Social Clubs Soroptimists Rotary Areas to be addressed: Community Geographic area of service Human area of service Geographic influence Inter -relationship of cities Gathering places Organizations Programs Needs Population Purpose Facilities Current Proposed Anticipated Needed Historical Ethnic Landscape/Sites Artifacts Business Chamber of Commerce Economic impact Merchants Developers Civic role City government responsibility Funding for study, facility, program: Individuals City County Government Grants Foundations Corporations State arts council National Endowment for the Arts Cultural Facilities Fund Organizations/Clubs September 1995 STEVE AND ELLIE BERLINER Piano, Orchestras and Entertainment 48-115 Via Hermosa La Quinta, CA. 92253 (619) 564-2362 9/25/95 To Susan Francis - Chair, La Quinta Cultural Affairs Commission From Steve Berliner - Commission ME#4bPer Feasibility Study Report _. Latin Jazz/Salsa Festival My basic conclusion at this point is that this is not a feasible under- taking at this point in our city's development. Our exploratory committee met a few times for discussion, as you know, and our opinion was that this could be a worthwhile event for the city. Debate even led to our selecting an appropriate time for the yearly event - MEmor- ial Day weekends. And I still believe that, at some time, a properly pro- moted event could bring a decent socio-economic level of fans - both of Hispanic and non -Hispanic cultures - on a yearly pilgrimage from the L.A., San Diego and even Mexico City areas to La Quinta. Hotel rooms could be filled by the hundreds, and some city eateries would do business. A few attendees each year would likely become enamored of our city and eventually buy homes and/or open businesses here. However, the real question is, probably, "What is the foregoing worth to the city?" Answer: Probably not enough at the moment for the city to front the dollars necessary to establish this event. I have explored the economics of a few different options for putting on a Latin Jazz/Salsa Festival. Whether a 2-venue (as I'd originally envisioned) or a single stage event, with turn -key rental of Eldorado Polo Club, my very rough estimate is that we're looking at a total dollar outlay of any- where from $75,000 to $100,000 or more. After ticket sales income, some miscellaneous income, and some in -kind ad services and goods, this is not an awful lot of money for which corporate advertising sponsorships would have to be secured. But, after a couple of lengthy discussions with a firm that has had experiencein this and similar projects (Amato, Le Winter and Zolt) the numbers problems surfaced. First, ad sponsorships are based upon probable attendance, plus, of course, the extent of promotional material and advertising exposure the event offers). Attendance of a thousand or more people is not, by itself, that much of an attraction, so we're probably looking at the need to secure more $2500 sponsorships than $5,000 or $10,000 ones. Second, the usual basic need for a sponsor is to see an established "track record" for the event. So, with no track record in the first and early years, it is usually the city that would front the money in the early years, with, hopefully, the needed contributions declining to zero in 5 years or less. The Palm Springs Film Festival is a typical example of this scenario. I believe that for the benefits reapable by l hotel, a few restaurants, and no Palm Desert - like mall or an ET Paseo; even a consortium of the city *La Quinta Hotel and the Chamber would not want to commit to'footing this bill. Francis - 2 There is a possible alternate to the city funding the major part of the first year's event. If the city - perhaps in partnership with the CHamber and even a small additional contribution from the largest probable benefici- ary, the Hotel - would come up with something in the area of $10-15,000, most of which would go to the design and creation of ad sponsorship brochures, a sponsorship campaign "on spec" could begin. Based on a few months' results, a "go/no-go" decision could be made in ample time to cancel tentative physical and talent arrangements without penalty. The timetable for this could be approximately as follows: Late Spring ok on funds to come from new July 1 budget. Preliminary work on brochures at this time, plus tenta- tive physical and some talent arrangements. July production of materials. Aug. -Oct. professional, commission -based solicitations. Nov. 1 go/no-go decision to hold event on the following Memorial Day weekend. What about the option of the La Quinta Hotel running the event? It would seem as though they could, as they do their Labor Day Mariachi event. But after the negative reaction from Judy Vossler, a "well, maybe we can think about it sometime" response after a discussion with Scott Delacio, hotel manager, and a call recently to ask if he's given it any more thought following this year's Mariachi Festival (complete message left on his hotel machine - no call returned) I would conclude that reaction is not positive. (If this discussion is ever re -opened with the hotel, it should be noted that if they were to do this on their turf, they would consider that they had a proprietary interest in the event, and would apparently put it on and promote it themselves. If this should happen, I see no reason to oppose this arrangement). One other possibility to mention: It's occurred to me that one arrange- ment probably could work. That is, an event not unlike the Wine and Jazz Festival. There's successful experience by the event's management staff, vendor/booth income, a track record to encourage advertising sponsorships, etc. But without even discussing this with La Quinta Arts Foundation, I would have to believe that a third major yearly event of art and music is probably impractical. (Please someone let me know if I'm wrong...) So, perhaps when we have another hotel or two, and more restaurants and other businesses that might immediately prosper from another festival week- end, we might be able to dust this proposal off and explore it once again. I hope so. Respectfully submitted, Steve Berliner eels all Commission members all exploratory committee members (Dallas, Larranaga, Sanchez)