Cherry Arts
July 24, 2019
City of La Quinta
78-495 Calle Tampico
La Quinta, CA 92253
Dear City of La Quinta,
Regarding your request for proposal (RFP), CherryArts is thrilled about the opportunity to create
a signature art event to take place in March 2020. Having produced one of the top shows in the
country for the past 29 years, the Cherry Creek Arts Festival, we believe a partnership with the
City of La Quinta would be a tremendous opportunity to create a world-class art event.
CherryArts is a nonprofit arts organization committed to the mission of providing access to art
experiences and supporting arts education. Through signature art events and growing education
programs, CherryArts impacts lives through cultural experiences. Since 1991, each year the
Cherry Creek Arts Festival transforms the streets of Cherry Creek North into an innovative
outdoor art experience. The event showcases the work of 265 juried artists in 13 different media
categories from all over the world and hosted 330,000 visitors just a few weeks ago.
CherryArts is primed and ready to create a signature art event for La Quinta that will not only
continue the tradition of an excellent art show, but also innovate and expand upon the successes
of the previous iteration. CherryArts would create an event that will exceed expectations and
uphold notable standards of quality, exciting artistic expression and visionary large-scale cultural
engagement. As you will see in our RFP, the artist community highly regards CherryArts as a
leader in the industry. This would allow for a seamless transition and for CherryArts to
immediately step into the role with the respect and support of the artists.
Thank you for your consideration of CherryArts for this opportunity. We look forward to
learning more about this exciting opportunity and the artful community of La Quinta.
Best regards,
Tara Brickell
Executive Director / CEO
CherryArts
A) Introduction
CherryArts is well qualified and excited to be considered to produce the next iteration
of a signature art event for La Quinta. CherryArts has demonstrated in the past 29 years
of service to the artist community a world-class, innovative, well-managed, well-
executed, fiscally responsible and mission centered example of the social and
economic benefits of experiencing and creating art. We continue to progressively
implement and expand arts education programs that are designed to nurture future
generations of arts supporters, expose young minds to the benefits of arts and culture,
and create community through creativity.
CherryArts endeavors to support top ranked and top-tiered national and international
artists to have successful experiences in any Arts Festival we produce. A little bit more
about the events that we produce:
• The Cherry Creek Arts Festival provides access to arts experiences and support arts
education in Colorado to nearly 330,000 arts festival attendees each summer
• Our events are innovative, creative, and interactive, and embraces the idea of “Art
for Everyone” by providing opportunities for people of all ages and backgrounds to
participate in the arts
• We are professionals that design and execute every aspect of the arts festival to
reflect our values and mission with the highest possible quality experience for our
guests
• We continue to be an industry leader for visual art exhibition opportunities
• We cultivate new opportunities to support artists
• We create educational experiences for current and potential art patrons about the
importance of investing in art and artists
• We are a national leader in sales per artist, translating to a positive economic
impact for the Denver area, impacting local businesses, artists and residents alike
with over $3.25 Million in Art Sales, $250,000 in Art Sales Tax Revenue, and over
$1 million spent at 400 Cherry Creek businesses during the event weekend
• We foster positive connections and collaboration with our community while
valuing diversity, equity and inclusivity
• We garner community support for our events, 650 volunteers donated over 4,100
hours
• We maintain a very high sponsor retention rate averaging over 80% from year to
year due to integrated relationships and creative activations. 2018 sponsorship
revenues exceeded budget by 13%
• We continue to be leaders in year-round arts education by creating innovative mobile arts
programs that inspire over 20,000 students annually throughout Colorado
• We are committed to the arts and culture industry and continue to create festival
events that are vitally important to the strength of both our local community and
the creative economy at large with sound fiscal management and a relentless
attention to detail
Printed name, address, phone number, and email address of Event Producer's
contact person;
Tara Brickell, Executive Director/CEO
CherryArts
2 Steele St., Suite B-100
Denver, CO 80206
303-355-2787 ext 219
tarabrickell@cherryarts.org
Location of Event Producer's main office;
CherryArts: 2 Steele St., Suite B-100
Denver, CO 80206
Location of the office that would service this project; and
CherryArts: 2 Steele St., Suite B-100
Denver, CO 80206
And a TBD onsite office for preliminary work and event management
A validity statement stating that all information and pricing provided in
the proposal is valid for at least ninety (90) days; and
The Proposal shall be unconditional, firm and valid for a period of
90 (Ninety) days from the due date of the proposal.
B) Background on the Event Producer and its experience
Number of years in business:
The Cherry Creek Arts Festival was founded and incorporated in 1989, in order to
drive business and promote the Cherry Creek North area as Denver’s leading arts
and culture destination. Since the inaugural event hosted in 1991, the success and
popularity of the arts festival over the past 29 years has grown as a renowned fine
art exhibition. This is often attributed to higher-than-average art sales, successful
outreach to art buyers, as well as, Denver’s general affinity for the arts. Over 2,100
artists apply annually to be one of about 265 exhibitors, which makes it one of the
most competitive and top art shows in the country.
Since its inception, CCAF has aimed to be one of the most engaging arts festivals of
its kind featuring unique installations, art and culinary demonstrations, and
interactive art-making activities for people of all ages and backgrounds. The
umbrella organization, known as CherryArts, is a 501(c)(3) not-for-profit
organization whose mission is to provide access to art experiences and support arts
education in Colorado. CherryArts Vision:
• Impacting lives through arts education and experiences
• World class public art events create large-scale cultural engagement each
summer, connecting thousands of visitors to art and creating sustainability for
our local artist community
• Innovative mobile arts education programs inspire over 20,000 students
annually
• CherryArts’ outreach efforts work to ensure that all have access to arts and
culture
Taxpayer identification number:
Federal Identification Number: 74-2546811 501(c)(3) tax exempt non-profit
Firm ownership and, if incorporated, the state in which the firm is
incorporated and the date of incorporation; and
Cherry Creek Arts Festival, Colorado - October 1989
If the firm is a subsidiary of a parent company, identify the parent company.
CherryArts
C) At least five (5) references for similar services within the last three (3)
years, which shall include Artist name, telephone number and email
address; Project description, Project start date and end date;
Discussion of final outcome.
Jennifer Cavan
505-954-1640
jennifer@jennifercavan.com, jennifercavan@gmail.com,
Jennifer has been a juried artist into Cherry Creek Arts Festival and Stanley Arts
Festival for a number of years, in 2019 she was CCAF poster artist, where she lead
a hands-on interactive workshop, signed limited edition posters and was featured in
several print and marketing ad campaigns for the 2019 CCAF.
2017 Cherry Creek Arts Festival, juried visual artist, July 1, 2, 3, 2017
2017 Stanley Arts Festival, juried visual artist, September 15, 16, 17, 2017
2018 Cherry Creek Arts Festival, juried visual artist, July 6, 7, 8, 2018
2018 Stanley Arts Festival, juried visual artist, September 7, 8, 9, 2018
2019 Cherry Creek Arts Festival featured poster artist, juried visual artist, July 5, 6,
7, 2019
Discussion of final outcome:
To Whom It May Concern:
I would like to start by saying, I highly recommend Cherry Arts. I have participated
in many of the shows produced by the Cherry Arts organization, over the last 14
years. I consider this organization to produce the most well run of any art festival I
have ever participated in. Additionally, these shows have been some of my most
financially rewarding shows. In fact, the 7 times I have participated in their summer
Cherry Creek Arts Festival rank for me in my top 10 shows ever (in 20 years).
Cherry Arts gets the right patrons to the show. Their marketing is very strong. They
treat artists with respect and listen to artists’ ideas.. They are very timely and
complete with information regarding the show. And they have developed a set of
online standard forms for each artist to provide all appropriate information to them.
They have a very strong jury system, which results in a fresh and varied show every
year.They get the right kind of corporate sponsorships to keep booth fees
reasonable. And they have developed a wonderful volunteer network to help with
the show.
Another strength of Cherry Arts is their outreach. From their mobile art gallery that
visits many Colorado schools through out the year to their student art buying
program, they bring the art to everyone.
I also believe Cherry Arts would be the perfect organization to take over the La
Quinta Art Festival. I watched them develop their new show at Stanley
Marketplace over the last 4 years. It was obvious that they were so successful in
that they used their tried and true methods that had been developed for Cherry
Creek and utilized those same methods to create the new show. I believe their skill
sets and their strength of organization and planning would be of great benefit to the
La Quinta area and show. You want Cherry Arts. As wonderful as the La Quinta
show was, they can make it better.
Please feel free to contact me if you have other questions regarding the Cherry Arts
organization.
Regards,
Jennifer Cavan
505-954-1640 (h)
505-204-6920(c)
Michael McKee
630-779-3793
michael@michaelmckeegallery.com
Michael has been a juried artist into Cherry Creek Arts Festival and Stanley Arts
Festival for a number of years.
2017 Stanley Arts Festival, juried visual artist, September 15, 16, 17, 2017
2018 Cherry Creek Arts Festival, juried visual artist, July 6, 7, 8, 2018
2018 Stanley Arts Festival, juried visual artist, September 7, 8, 9, 2018
2019 Cherry Creek Arts Festival, juried visual artist, July 5, 6, 7, 2019
Discussion of final outcome:
Michael Mckee
Artist
Through my years participating in the ‘Cherry Creek Arts Festival, I have
experienced the joy of working with a team of people of the highest skill, character
and integrity. The show has provided so many opportunities for me in furthering my
success as an artist, but more than that it has raised the bar for all other shows to
aspire.
From their selection of the highest quality artists and a long history of outstanding
sales, to the financial and educational demographics of the patrons they attract,
and the organizations reputation and results in the community.
These fine professionals are at the top of the industry when it comes to celebrating
Art and all it can bring to life.
Thomas McGurrin
603-286-8886
mcgstudio@metrocast.net
Thomas has been a juried artist into Cherry Creek Arts Festival and Stanley Arts
Festival for a number of years.
2017 Cherry Creek Arts Festival, juried visual artist, July 1, 2, 3, 2017
2017 Stanley Arts Festival, juried visual artist, September 15, 16, 17, 2017
2018 Stanley Arts Festival, juried visual artist, September 7, 8, 9, 2018
2019 Cherry Creek Arts Festival, juried visual artist, July 5, 6, 7, 2019
Discussion of final outcome:
Thomas McGurrin / Artist
I have been a jewelry designer and maker since 1972 exhibiting my work
nationally at shows for nearly 50 years. I have had the good fortune to show at
Cherry Arts festivals for 12 of the past 15 years where my sales have averaged
$16,800 per show. In my past three shows sales averaged $16,100, well above my
average of $13,500.
Sales and profitability is undeniably a key ingredient in the success of a
show, but by no means the only one. What makes Cherry Arts stand alone in this
industry is their ability to put together the whole package, quality artists,
exceptional artist relations, beautiful venue, generous sponsors, and an engaging
audience.
Cherry Arts has had a unique history with outstanding leadership right from
the shows origins. Tara Brickell is no exception she is an outstanding Executive
Director, a wonderful person, and a true champion of the Arts.
Daryl Thetford
423-802-0160
darylthetford@yahoo.com
Daryl has been a juried artist into Cherry Creek Arts Festival for a number of years,
In 2017 he was the CCAF poster artist, where provided to CCAF a day and night
image for the poster.
2017 Cherry Creek Arts Festival featured poster artist, juried visual artist, July 1, 2,
3, 2017
2018 Cherry Creek Arts Festival, juried visual artist, July 6, 7, 8, 2018
2018 Stanley Arts Festival, juried visual artist, September 7, 8, 9, 2018
2019 Cherry Creek Arts Festival, juried visual artist, July 5, 6, 7, 2019
Discussion of final outcome:
To : City of La Quinta
Re: Cherry Arts / Cherry Creek Art Festival
I have had the honor of participating in the Cherry Creek Art Festival for 15
consecutive years, and in 2017 was the poster artist for the event. Being the
featured artist for both Cherry Creek and La Quinta, and serving on the advisory
board for both, has allowed me a peek behind the scenes. There is no
organization I would recommend more highly or that I think would be a better
fit. I think this is an amazing opportunity for La Quinta and Cherry Creek both,
to create an event that will be the gold standard for the way shows operate and
perform.
There are several highly rated shows in the nation, but Cherry Creek and La
Quinta are in a class by themselves. I do not say this lightly.
Over the years I have regularly participated in all of the top-ranked festivals. As I
began diversifying my career ( adding galleries, exhibits, etc. ) and eliminating
shows, two of the six that I've kept are CC and La Quinta, and when I narrow it
down to two shows in the future, it will be CC and La Quinta only.
Over the past five years at Cherry Creek, I have averaged $68,000 per year. For
fifteen years, it has been my top earning show, as it is for many artists. A Cherry
Creek acceptance is the most highly coveted of all the shows, because artists
can be confident that whatever distance and at whatever expense it takes to get
there, they are likely to be rewarded. Bring Cherry Creek’s smarts to La Quinta’s
already strong reputation and I believe you will have an additional show that
artists will covet.
One final note. I am aware that Kathleen (Hughes) has offered to help get CC
connected and familiar with the area, the event, and other things they may need.
I think with her help, the process will be seamless, and that you'll be impressed
by the professionalism and know-how her staff people bring to everything they
do.
Daryl Thetford
darylthetford.com
darylthetford@yahoo.com
(423)802-0160
Lisa Telling Katenbraker
360-970-2912
lkattenbraker@gmail.com
Lisa has been a juried artist into Cherry Creek Arts Festival for a number of years.
2017 Cherry Creek Arts Festival, juried visual artist, July 1, 2, 3, 2017
2018 Cherry Creek Arts Festival, juried visual artist, July 6, 7, 8, 2018
2019 Cherry Creek Arts Festival, juried visual artist, July 5, 6, 7, 2019
Discussion of final outcome:
“I've participated in the Cherry Creek Art Festival for a few years, each has been a
great experience for me- financially, professionally, and also emotionally. The
festival itself is run in a way that attracts the highest quality artists and buyers. They
have done a phenomenal job educating the buying public by making buying art the
main focus, encouraging art lovers to invest in themselves through art, and turning
the weekend into making the entire art buying and selling experience a fulfilling and
entertaining endeavor for all involved. One of the reasons I do so well and
continue to apply to the show is in no small part due to how CCAF educates the
public about the value of art and the processes artists use through various media
not just during the weekend, but throughout the year. Their involvement in
schools and the mobile gallery art buying project has touched me greatly as kids
have been a key element in the show, and they in turn bring back their
parents. My customer base continues to grow each year, as the public values their
investments in art AND the artists. As a working artist, that kind of respect and
acknowledgement- from both the buyers and the show itself- makes a huge
difference in how well we do financially, and how we feel during the show and
after- a feeling I take back into the studio. I have made a profit each time I've done
the show, I have made between $5000 (on a very bad weather year!) to $30,000
at the show itself, and always end up with commissions on top of that. Their
attention to quality- artists, engagements, advertisements- is what keeps so many of
us coming back, and is the reason that so many artists apply every year, and why
getting into Cherry Creek is considered the highest honor on the art show circuit.”
Lisa Telling Kattenbraker
D) Disclosure of any alleged significant prior to or ongoing contract
failures, any civil or criminal litigation or investigation pending,
which involves the Proposer or in which the Proposer has been judged
guilty or liable within the last five years. If there is nothing to disclose,
Proposer must state as such in writing.
NA
E) Description of Proposer’s warranty/guarantee of work product.
The Cherry Creek Arts Festival has a proven record of success with event production
over the past 29 years. The services offered are guaranteed to be a world-class,
innovative, well-managed, well-executed, fiscally responsible, and a mission
centered example of the social and economic benefits of experiencing and creating
art.
F) Subcontracting any portion(s) of the Scope of Services is not preferable; however,
if a Proposer can demonstrate to the City’s satisfaction that it is in the best
interest of the project to permit a portion of the service(s) to be subcontracted by
Proposer, it may be considered. Provide details on the role of any subcontractor
that will be used
We work with seasonal staff and outside entities for PR, ticketing, etc. but will
manage all of these relationships in house.
G) Include Event(s) budget, timeline, and proof of successful execution of
other similar events, site layout, number of artists, estimated
attendance, volunteer and staff count, jury procedure, project team
with liason to City. This should incorporate items identified above in
Part I of the Scope of Work.
Budget
Upon careful consideration, we feel that there are several different budget
scenarios that could work for the new event. We have started conversations
with artists and the former Event Director, these have been very insightful.
They have also raised several questions about the structure of the event and
how we would proceed in order to make it successful for artists, the city and
CherryArts. Included with the RFP, you will find the Budget for the fiscal
year 2019 Cherry Creek Arts Festival. We share this information with you to
demonstrate our capability to budget for and produce a successful event.
This information is proprietary and we expect you to keep it confidential.
Timeline:
August 23: Launch Zapplication Call to apply
ASAP: Site visit with the CherryArts Team
October 9: Deadline to apply
October 18: Zapp burn images
November 5: Jury
November 22: Artist notification
January 3: Artist deadline to accept invitation
Late January: Site visit confirm site layout, booth numbers assigned, visual
artist guide
Event Setup March 2-5, 2020
March 6, 7, 8, 2020 LQAF
Proof of successful execution of other similar events:
The Cherry Creek Arts Festival (CCAF) is a renowned celebration of the visual, culinary
and performing arts that transforms the streets of the Cherry Creek North Shopping
District in Denver, Colorado into an innovative outdoor art experience. This free,
three-day event over the 4th of July weekend features the work of over 265 juried
artists in over 13 different media categories from all over the world and hosted 330,000
visitors. Interactive art activities, family-fun opportunities at ARTivity Avenue, and art
installations throughout the festival site make the annual CCAF event one of the most
innovative and accessible art festivals across the country. 2019 Artist Survey results are
showing a sales average of $16,270 per artist.
CherryArts has also concepted and produced other successful events over the years
including the Telluride Festival of the Arts for eight years in Telluride, Colorado; the
Cherry Creek North Food and Wine Festival for six years; and the Stanley Arts Festival
in Aurora, Colorado for five years.
Site layout:
We would need to do our due diligence with a visit to the site, and research
with several different constituents of the show like artists, city management,
sponsors, patrons, volunteers, etc. to determine the most effective use of the
site for the layout. We would love to hold the 2020 event at the Civic Center
Campus, site map attached.
Number of artists:
This would be based upon the site layout that is yet to be determined, and
the threshold to ensure success for the artist exhibitors. We would aim for a
show that would include 200-250 exhibitors.
Estimated attendance:
25,000 Patrons
Volunteer and staff count:
• 250 Volunteers
• 5 full-time Staff including: Executive Director / CEO, Creative Art Director, Visual
Arts Director, Education Director, Marketing Manager or Production and
Operations Director
• Seasonal Staff could include: Culinary Manager, Volunteer Manager, Beverage Manager,
Merchandise Manager, Production Coordinator, Zone Managers, Interns, Public Relations,
Sponsorship Agency
Jury procedure:
CherryArts would use zapplication.org for the annual jury process and is
able to implement the jury with our own jury equipment. On average CCAF
receives over 2,100 applicants.
Projected images are reviewed by the panel in a blind jury process with
multiple rounds. The identities of artists are not disclosed to jurors. All work
must be original and created by the applying artist, it should be well
conceived and expertly executed. Artwork is considered solely on the merit
of the work pictured. The better the image presented, the better your
opportunity
The jury is comprised of two working artists and three other art professionals.
The jury will view each artist’s set of five images projected simultaneously in
a horizontal grouping, arranged by the date the artist’s application was
submitted. The process, materials and dimensions for each image as well as
artist information statements will be made available to the jury. A well-
balanced show of artistic excellence, quality, creativity and overall
impression of work are the criteria for selection of exhibitors, the Arts
Festival does not have any quotas. The top artists receive an invitation to
exhibit; the balance of artists in the final round are retained to comprise a
waiting list of alternates. Decisions of the jury panel are final.
The visual artists’ success is both the core value and measurement of success for the
events we produce. The event should garner recognition and respect at the local, state,
regional, national and international-level with marketing and sponsorship arenas, as
well as both the festival and visual artist industries. CherryArts has won the highest
award of the International Festival and Events Association five times.
Images: 4 images of work + 1 booth or display image
Projection Jury: Images viewed simultaneously projected 1-5 from left to right
horizontally, artists viewed in order of the date their application is submitted
Jurors: 5 paid Art Professionals including 2 working artists
Jury Format: Multiple rounds, first round is silent with jurors scoring 1-7, subsequent
rounds include juror discussion and are scored by juror consensus and require a
majority vote for an artist to move forward. The process, materials and dimensions for
each image as well as artist information statements will be made available to the jury.
Applications for Jury: Sorted by the date the application is received
Multiple Applications: If an artist has work in different media categories or distinctly
separate bodies of work within one category they may apply with multiple applications
Project Team with Liaison to City:
The CherryArts Staff
• Tara Brickell, Executive Director / CEO
• Pamelah Maragh, Production and Operations Director
• Jenny Griffin, Creative Art Director
• Amy Curlee, Visual Arts Director
• Shaina Belton, Education Director
Audited financial statements for fiscal years when Event(s) will be held. This
should incorporate items identified above in Part I of the Scope of Work.
Audited Financial Statements Attached
H) A statement that, if selected, Proposer will provide the minimum
insurance coverage and indemnification noted in sections 5.0 and
6.0 of the City’s Professional Services Agreement (attachment 3).
If selected, CherryArts will provide the minimum required insurance
coverage.
I) NON-COLLUSION AFFIDAVIT executed by an official authorized to bind the firm.
(attachment 4)