Paul AndersonPaul A. Anderson
511Turney Street
Sausalito, CA 94965
Telephone 415-717-0210
July 21, 2019
City of LaQuinta
Community Resources Department
Attn: Jaime Torres
78-495 Calle Tampico
LaQuinta, CA 92253
To whom it may concern,
Allow me to introduce myself. My name is Paul Anderson and for the past 35 plus years I have
been involved with art events in a myriad of ways with the 'Artist' always as my top priority.
My most recent involvement was as Managing Director of the Sausalito Art Festival. I assumed
the position when the previous director abruptly left the position with only four months before
the event. I held that position for five years and resigned in 2017 to travel. For over 30 years I
served on the Sausalito Art Festival Board of Directors and was responsible for creating new
venues and experiences for patrons of the festival including founding a non-profit to produce
the Opening Night Gala Preview which included a sit down dinner for over 1200 artists and
guests.
I have attended the LaQuinta Arts Festival yearly for the past ten years to enjoy a quality art
event and to visit with the artists. I have traveled extensively through the United States visiting
all the top festivals, always meeting new artists and catching up with old friends at the different
festivals. Over forty percent of the LaQuinta artists also have exhibited at Sausalito.
If I am fortunate to be selected to produce the new art festival in LaQuinta, I will be doing so
with my own production company. I will not be affiliated with any other organization. My
company resources include some of the best individuals and companies in the industry.
It would be a pleasure to follow in the footsteps of the #1 Art Festival in the United States and
continue to create an event that has the high standards of art that LaQuinta deserves and has
come to expect.
Cheers,
Paul A. Anderson
A.
2. Paul A. Anderson (see attachment A - Resume)
511 Turney Street
PO Box 204
Sausalito, CA 94966
(415) 717-0210
paa53@hotmail
3. 25850 River Road
Cloverdale, CA 95425
4. A local office will be established in LaQuinta.
5. “All information and pricing provided in the proposal is solely provided as
estimates. The numbers are based on my knowledge of income and
expenses of other events.” (See Attachment B – Sample Budget)
B.
1. 40 years
2. SSAN: 532-42-5069
3. Sole Proprietor or LLC.
4. n/a
C.
Sausalito Art Festival. 5 years (2013-2017) Managing Director
Multi venue arts festival. 250 artists, 30,000 patrons. 3 days.
Art, Music, Food, Wine.
Labor Day weekend each year.
After 67 years, the Festival continues to be one of the top five festivals in
the United States both with the patrons, the artists and the industry.
Dennis Kohn, artist, (415) 613-9197 dkohn2@aol.com
Green Dog Halloween Fete. Non-profit fundraiser. 125 patrons.
Dinner. Wine. Silent Auction
Julia Lundberg, Chair. (925) 786-1982 julialundberg@sbcglobal.net
Celebration of Life 150 attendees Presentation. Dinner.
Stephen Bogel (707) 889-1292 s.bogel@comcast.net
D. None
E. The Event shall be produced with the highest integrity and quality.
F. Subcontracting is an essential element for an event to attain the high
standards to be acceptable by the City and the community of LaQuinta. It will be
imperative to contract services such as parking, food and beverage, landscape
maintenance, printing of informational materials, signage and marketing services just to
mention a few. Each of these elements will be carefully researched as to the
performance by past purveyors and that will determined if they are to be used b y the
new festival. It is essential that all subcontractors understand the importance of servicing
the LaQuinta community. Therefore, local businesses will always be explored first in
selecting any subcontractors.
G. See Attachment E.- Similar Event / See Attachment C -Financial Resources
H. Kaliff Insurance Co. (the insurer of the LaQuinta Arts Festival in the past.)
has been contacted for a proposal to insure the new festival.
I. Non-collusion Affidavit. (See Attachment D.)
City of LaQuinta's Role
The RFP asks Event Producers to express the desired role and requests for the City in
their proposals. Here are my thoughts:
l Endorse and support the new art festival. City staff and City Council to be welcomed on site
throughout the event and to be prominent ambassadors. Identification would be made for city
staff and city council.
l Waive rental fees on city property – Civic Center Campus, Wellness Center from Monday,
March 2, 2020 through Monday, March 9, 2020.
l Assist in marketing efforts in coastal markets – LA/OC/SD counties in print and social media
l To share cost in direct mail efforts to residents of La Quinta – for Save the Date card in
November 2019 as well as Invitation card in February 2020 and shared the cost in television
commercials... the commercial will focus on images of art and the city of LaQuinta prominently.
l Underwrite or share the cost of printing and the installation of intersection, village and campus
pole banners which will be installed 4-6 weeks prior to event and removed shortly after event
ends. The purpose of these banners will be to create excitement about the new festival.
l Have city staff park offsite on Thursday, March 8 and Friday, March 9, 2020 so that parking lots
can be utilized for festival parking.
l Assist in recruitment of Volunteers through ads in city publication. The Gem and event press
releases. Encourage city staff to volunteer and become part of the new festival. For example,
they would be excellent concierge staff as they know the city best.
l Underwrite the cost of trash pick-up, trash containers on site, 2 dumpsters for trash, 1 dumpster
for recycling thoughout the festival.
l Have a prominent presence at the Artist Registration in Wellness Center to handle the city
licenses and questions.
Paul A. Anderson
ATTACHMENT A
RESUME
PAUL A. ANDERSON
Paul A. Anderson
511Turney Street
Sausalito, CA 94965
Telephone 415-717-0210
Resume with regard to Art Events Production and Marketing/Media
1970. Marketing degree – San Francisco State University.
1970-1998. Founder and Publisher of Marin Scope Community Newspapers.
Published six weekly community newspaper for Marin County cities.
1975. Volunteered at art event.
1977-1979 Media Director for TransAmerica Tennis Tournament, San Francisco.
Responsible for all creative media, production, placement, program and outdoor
signage.
1979. Established non-profit 'Friends of the Festival' to produce Opening Night
Preview Party/ Dinner for the Sausalito Art Festival. Produced event until 1998
when it became a part of the Sausalito Art Festival Foundation.
1982-86. Produced three art opening events per year for established and emerging
artists in pop-up locations.
1982-92. Produced Opening Night Preview/Dinner for Industrial Center Building
Open Studios Winter Show. 82 Artist Studios. 500 patrons.
1984. Founding President – Bay Model Association. First cooperative association
within the U.S. Army Corp of Engineers. Purpose to support the educational
curriculum of the coastal and SF Bay marine environment for school children.
Established monthly Art Show for the public and visiting students.
1988-1998 Member of the Board of Directors of the Sausalito Chamber of
Commerce. (Producer of the Sausalito Art Festival.)
1992-2002, Organized numerous fund-raising events: Charter School art
programs; Service organization community fund-raising dinner/dances; Auto
Shows; and a myriad of other community events.
1993-1994. Spearheaded creation of two public art work projects. Raised funds,
oversaw production and installation of sculptures for the City of Sausalito.
1998-2013. Founding member of the Board of Directors of the Sausalito Art
Festival Foundation.
2002-2006 Mumbai, India – London, England. Established Cultural Media for the
entertainment industry. (i.e. Magazines for society events and Bollywood.)
2013-2017. Managing Director, Sausalito Art Festival.
ATTACHMENT B
SAMPLE BUDGET
SIGNATURE ARTS EVENT 2020
Since the City has acknowledged they do not have available the LaQuinta
Arts Festival prior year budgets, this will be a Sample BUDGET for a
Signature Arts Event 2020. It is based on assumptions and the knowledge of
expenses of other events. All assumptions are strictly the writers and should
not be viewed as anything more than calculated guesses.
With that disclaimer... Let's begin.
Revenue:
Gate: 4 days X 5,000 patrons/day = 20,000 attendees @ $15.00 $300,000.
Application fee: 1000 applicants @ $50.00 50,000.
Booth Fees: 220 Artists @ $1000. average 220,000.
Artist commissions: $2.75 Million in Sales @ 10% 275,000.
Sponsorships: 30,000.
Food & Beverage concessions: Gross Sales - $160,000 @ 25% 40,000.
Program advertising 20,000.
Poster: 250 @ $25. 6,300.
Parking commission: 10,000 cars @ $15.00 = $150,000 @ 30% 45,000.
Retail sales: t-shirts, hats, misc. Gross sales $12,000 @ 20% 2,400.
Gross Income: $988,700.
Expenses:
Artist application processing, jury process and ZAPP module $ 2,400.
Artists Relations: includes, lunches, water, and ID badges 15,000.
Artist Awards and Ceremony 5,000.
Site Expenses: Electrical, City of LaQuinta fee 25,000.
Grounds Expenses:
Toilets 15,000.
Golf Carts and Fencing 10,500
Festival Production:
Tickets, wristbands, Forms, misc 6,500.
First Aid 1,500
Radios 1,000.
Marketing 175,000.
Signage 20,000.
Program and Poster printing 25,000.
Security and Traffic 60,000.
Insurance: 4,000.
Personnel: 330,000.
Gross Expense: 695,900.
_________
Gross Profit: $292,800.
ATTACHMENT C
STATEMENT OF FINANCIAL RESOURCES
PAUL A ANDERSON
Paul A. Anderson
511Turney Street
Sausalito, CA 94965
Telephone 415-717-0210
Statement of Financial Resources
If I am selected to proceed to an interview, I will share my personal financial
statement.
I have determined from my knowledge of the LaQuinta Arts Festival that a
minimum line of credit of Three Hundred Thousand dollars ($300,000.) will
be required and I have established a line of credit in that amount.
Paul A. Anderson
ATTACHMENT D
NON-COLLUSION AFFIDAVIT
ATTACHMENT B
SIMILAR EVENT
Sausalito Art Festival
SAUSALITO ART FESTIVAL
HISTORY
More than 250 award-winning artists from around the country and 30,000 patrons flock to the
waterfront village of Sausalito, California, on Labor Day weekend for the annual Sausalito Art
Festival. One of the oldest, most prestigious and most anticipated open-air art events in the
country—the Sausalito Art Festival has set the standard for quality, variety, innovation and
scope of artistry for more than 60 years.
Celebrated for its entertainment lineup, special exhibitions and cornucopia of food, beer
and wine — the Festival transforms the charming seaside village of Sausalito, California into a
three-day “Camelot” of art and community.
Artists are selected by a rigorous jury process (ZAPP) and exhibit a range of work,
including painting, sculpture, drawing, ceramics, glass, fiber and fashion, wood, photography,
mixed media and more. The Festival is considered by artists, art collectors, and art fair fans to
be a must-see event, and Sausalito itself has long been regarded as one of the world’s great
artist communities and a community legendary for its excellent restaurants, shopping and
access to breathtaking natural beauty and outdoor activities. Together, the Festival and
community attract enthusiastic attention, top artists and international visitors to its waterfront
location.
The Festival is produced by the nonprofit Sausalito Art Festival Foundation, which
supports year-round activities along with the annual Festival.
Proceeds from the Festival support the local arts community as student scholarships,
grants to non-profit arts organizations and community programs. Each year, some 1,000
community volunteers help keep the Festival running smoothly.
The Sausalito Art Festival Foundation is a non-profit 501 (c) (3) cultural and fine arts
organization.
The Sausalito Art Festival, America's premiere waterfront art, music and wine festival, is held annually
on Labor Day Weekend. Considered one of the most prestigious art festivals in the country, the
Sausalito Art Festival brings world-class art, music and wine together on the Sausalito waterfront for a
festival like none other.
TICKETS
General Admission - $30.
Seniors (62 & over) - $25.
Children (12 and under) – FREE
FESTIVAL POLICIES
For the safety and enjoyment of all festival attendees, please observe the following rules.
·Pets are not allowed on the Festival grounds
· All bags are subject to search. The Sausalito Art Festival reserves the right to decline admittance to
anyone who violates the policies established for public safety
·No photos or video of artwork without artist permission
· Each ticket is valid for admittance to one day of the festival. Separate tickets must be purchased to
attend multiple days.
·Smoking is not permitted inside of the festival grounds
·Bicycles cannot be ridden or walked within the Festival site - please use the free bike valet parking
located outside of Volunteer Check-In
·Skateboarding and rollerblading on the Festival grounds is prohibited
·Alcoholic beverages are sold within the Festival grounds. A valid Driver's License is required to
purchase beverages. Beverages include champagne, wine, margaritas, as well as cocktails at the
lounges. Regulations require that alcoholic beverages purchased at the event remain onsite. Art Festival
security will request disposal of beverages prior to exiting the grounds.
SECURITY
For your safety and protection, the Festival provides onsite security. If you need any assistance, or want
to report an incident or accident, please locate volunteer security or visit the security booth.
Please Note: All bags and packages are subject to search. The Sausalito Art Festival reserves the right
to decline admittance to anyone who violates the policies established for public safety. Backpacks and
large purses or bags will not be permitted. We do not offer bag storage.
TRANSPORATION
There are many transportation options for traveling to the Sausalito Art Festival.
Golden Gate Transit will add extra ferries for the Festival and will land in downtown Sausalito.
Free shuttle buses will transport ferry passengers to and from the Festival. Golden Gate Transit’s bus
service is also available.
PARKING
PARKING AT THE FESTIVAL - $10 $20
Fourteen acres of paid parking lots, including Handicapped Areas are available for Festival patrons, and
are operational from 8:30 a.m. to 6:00 p.m.
Parking is run by the Sausalito Rotary Club which uses the proceeds for Senior Housing, student
scholarships and international humanitarian projects.
The Sausalito Art Festival is not responsible for your vehicle or its contents.
Parking Lot directional signs are posted at the Marin City / Sausalito exit and along Bridgeway.
The downtown Sausalito Ferry Landing is serviced by a Free Festival Shuttle Service to the front gate.
RIDE-SHARE DROP OFF STATION
There is a ride-share/Uber drop off station on the corner of Harbor Drive and Marinship Way, near
Mollie Stone’s Market. It is a short walk from the drop off station to the Festival entrance.
COMPLIMENTARY BICYCLE PARKING
We provide free bike valet parking located near the Bay Model Visitor Center.
ARTISTS
There are 250 exhibing artists. Each artist applies the ZAPP. The following is the the protocal
necessary to follow for all artists:
ÓThe email address used for your ZAPP application
ÓTop 3 booth requests
ÓFederal ID Number (individuals use SSN)
ÓCA Seller's Permit
ÓCopy of Proof of Insurance
ÓPreferred load in date and time
ÓOfficial Artist Statement
ÓAny social media/website links
All participating Artists must have a CA Board of Equalization issued Seller's Permit on hand.
Proof of said permit MUST be received by the Sausalito Art Festival's office.
ARTIST JURY
The exhibiting artists each year are selected by a jury of their peers. One artist is selected in
each media to be on the jury. It is a two day process. Day one for 2D art and day two for 3D. The top
200 artists are invited from the juries scores. 100 additional artists are placed on a Wait List. The
Director uses the Wait List to complete the 250 exhibing artists each year, taking into consideration the
number of accepting artists in each media.
VOLUNTEERS
It takes a village to run the Sausalito Art Festival, and every year more than 1,200 dedicated,
engaged, community-minded and fun volunteers step up to make the three-day event happen!
Volunteers enjoy the satisfaction of being part of a community that makes this world-class event
a reality in their own backyard. Friendships are often developed that last well beyond the Festival and
many times volunteers participate as families, friends, or work/school-related groups. Working at the
Festival gives participants an exclusive, behind-the-scenes appreciation of the artists and art that make
the Festival so enticing and fun
If you are seeking great leadership experience, then sign up to be a volunteer captain. We need
people to lead and manage volunteers across our festival.
Regular volunteers are also needed in all areas of operations, including security, artist relations,
guest services, general operations, beverage sales, artists hospitality and the most popular Mayor’s
Select team to pick up garbage!
Volunteers receive free admission to the Festival on the day they work, a commemorative T-
shirt and are invited to attend the annual volunteer appreciation party.
FOOD & BEVERAGE
Fifteen non-profit organizations located in Sausalito prepare and serve the food for the patrons of the
festival. From tacos, fresh organic salads, bratwurst, oysters and turkey legs patron enjoy delectable
foods. All proceeds from the food booths are retained by the non-profit organization.
Fine wine, craft beers and signature cocktails enhance the Festival experience. Come enjoy your
favorite brands. You’ll be amazed by the list of incredible wines from some of the most famous
producers in the world. From chardonnays to cabernets, the Sausalito Art Festival has it all.