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Community Development Agency <br />www.santa-ana.org/cd <br />Item # 11 <br />City of Santa Ana <br />20 Civic Center Plaza, Santa Ana, CA 92701 <br />Staff Report <br />October 21, 2025 <br />TOPIC: Agreement to Sponsor the DTSA First Saturday ArtWalk Organized by The Frida <br />Cinema <br />AGENDA TITLE <br />Agreement to Sponsor the DTSA First Saturday ArtWalk Organized by The Frida <br />Cinema <br />RECOMMENDED ACTION <br />Authorize the City Manager to execute an Agreement to sponsor the DTSA First <br />Saturday ArtWalk organized by The Frida Cinema for a one-year term with two, one- <br />year optional renewals beginning November 1, 2025 and ending October 31, 2028, in a <br />total aggregate amount not to exceed $450,000 (Agreement No. A-2025-XXX). <br />GOVERNMENT CODE §84308 APPLIES: Yes <br />DISCUSSION <br />The DTSA First Saturday ArtWalk (ArtWalk) is a monthly event for all-ages that takes <br />place on the first Saturday of each month in Downtown Santa Ana. This event has been <br />independently organized by The Frida Cinema since January 2023. It is free to the <br />public and features local artists, more than 20 art galleries, live performances, food <br />vendors, and family-friendly activities. <br />The ArtWalk has played a significant role revitalizing Downtown Santa Ana by: <br />Stimulating economic growth through increased foot traffic and support for local <br />businesses, hiring local vendors, and compensating artists. To date, $56,482 has <br />been paid directly to 186 local artists and musicians. <br />Strengthening Santa Ana’s cultural identity by showcasing diverse local creators <br />alongside established artists from outside the City, encouraging cultural <br />exchange, and expanding the event footprint. <br />Revitalizing the urban core by activating historic buildings, supporting the <br />opening of new galleries, and fostering creative spaces that enhance downtown <br />vibrancy. <br />According to the 2023 Santa Ana Visitor Analysis conducted by Travel Santa Ana and <br />research company Zartico, the ArtWalk ranked as the second most-visited destination in <br />the City of Santa Ana (City), second only to Santa Ana College, and ahead of the Santa <br />Ana Zoo and Mainplace Mall. <br /> <br />