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HomeMy WebLinkAboutItem 10 - Donation Agreement with The Frida Cinema to Sponsor the DTSA Community Development Agency www.santa-ana.org/community-development Item # 10 City of Santa Ana 20 Civic Center Plaza, Santa Ana, CA 92701 Staff Report September 17, 2024 TOPIC: DTSA First Saturday ArtWalk AGENDA TITLE Donation Agreement with The Frida Cinema to Sponsor the DTSA First Saturday ArtWalk (General Fund) RECOMMENDED ACTION Authorize the City Manager to execute a Donation Agreement with The Frida Cinema to sponsor the Downtown Santa Ana (DTSA) First Saturday ArtWalk for a one-year term beginning October 1, 2024 and ending September 31, 2025, in an amount not to exceed $150,000 (Agreement No. A-2024-XXX). GOVERNMENT CODE §84308 APPLIES: Yes DISCUSSION The Downtown Santa Ana ArtWalk began in the 1990s as a collaboration among local artists and galleries in the City of Santa Ana (“City”). Over the years, management of the event has shifted from being artist-led by Grand Central Arts Center to the Business Improvement District (BID) business association Downtown Inc. Since January 2023, The Frida Cinema, a local nonprofit organization, has taken over its management. They have revitalized the ArtWalk, rebranding it as the “DTSA First Saturday ArtWalk.” This monthly, all-ages event, held on the first Saturday of each month, offers free admission and features a variety of local artists, more than 20 art galleries, live performances, food vendors, and family-friendly activities. Founded in February 2014, The Frida Cinema is Downtown Santa Ana’s sole nonprofit movie theater and one of the few remaining “art house” cinemas in Southern California. Known for its dedication to enriching, connecting, and educating communities through cinema, The Frida has earned recognition for its year-round film festival programming from OC Weekly. The cinema also actively partners with educational, arts, and cause- based organizations and hosts a range of cultural events, including drive-in screenings, free movies in community parks, and now, the DTSA First Saturday ArtWalk. The Downtown ArtWalk has emerged as a cornerstone of Downtown Santa Ana as it was ranked as the second-highest visited destination in the City, behind only Santa Ana College, and ahead of such notable locations as Santa Ana Zoo and Mainplace Mall (according to the 2023 Santa Ana Visitor Analysis conducted by Travel Santa Ana and DTSA First Saturday ArtWalk September 17, 2024 Page 2 4 5 3 4 research company Zartico). It has significantly contributed to the revitalization of Downtown Santa Ana by: •Stimulating economic growth through increased foot traffic and support for local businesses, hiring local vendors, and paying local artists. To date, they have made $42,789 in payments to 144 local artists and musicians. •Enhancing the City’s cultural landscape by providing a platform for diverse local artists, as well as inviting highly-recognized artists from outside the City to foster a vibrant arts scene, while expanding the event footprint. It has also led to the revitalization of historic buildings and the opening of new galleries and creative spaces. To sustain and expand the positive impact of the DTSA First Saturday ArtWalk, staff recommends that the City Council approve a one-year sponsorship allocation of $150,000 to The Frida Cinema. This investment will enable the ArtWalk to: •Increase event hours to further stimulate economic activity and cultural engagement. •Expand programming to include additional art forms and increase artist compensation. •Invest in public art installations to enhance the downtown area. •Establish artist residency programs to attract and retain local talent. By sponsoring this event, the City does not have authority to manage, program, or advise on any of the activities of the DTSA First Saturday ArtWalk. The sponsorship will be disbursed in monthly installments. In the event that the ArtWalk ceases its operations before the completion of the one-year sponsorship term, the City will retain any unused funding. FISCAL IMPACT Funding is available in the FY 2024-25 budget and funding for subsequent fiscal years will be included in the proposed budgets for City Council consideration. Fiscal Year Accounting Unit – Account# Fund Description Accounting Unit, Account Description Total FY 2024-25 (Oct 2024- Jun 2025) 01118810-62300 General Fund - CDA Contract Services- Professional $112,500 FY 2025-26 (Jul 2025- Sep 2025) 01118810-62300 General Fund - CDA Contract Services- Professional $37,500 TOTAL $150,000 EXHIBIT(S) 1. Donation Agreement 2. DTSA First Saturday ArtWalk Presentation DTSA First Saturday ArtWalk September 17, 2024 Page 3 4 5 3 4 Submitted By: Michael L. Garcia, Executive Director of Community Development Approved By: Alvaro Nuñez, City Manager CITY OF SANTA ANA DONATION AGREEMENT 1.PARTIES AND DATE This Donation Agreement (“Agreement”) is made and entered into this 1st day of October, 2024, by and between the City of Santa Ana, a charter city and municipal corporation organized and existing under the Constitution and the laws of the State of California (“City”), and The Frida Cinema, a California nonprofit public benefit corporation (“Recipient”). City and Recipient are sometimes individually referred to as “Party” and collectively as “Parties” in this Agreement. 2.RECITALS 2.1 Community Benefit. The City wishes to provide Recipient with funding to assist Recipient with “DTSA First Saturday ArtWalk,” (“Community Benefit”). The Request for Sponsorship Funds is attached hereto as Exhibit A and incorporated herein by reference. The Parties wish to enter into this Agreement to establish the terms and conditions under which the City will provide funding. 2.2 Public Purpose. The City believes there is a public purpose in providing a free year- round, all-ages, community-based arts showcase that takes place throughout Downtown Santa Ana. This includes live art and music, outdoor vendors, group dance lessons, and over 20 art galleries and studios featuring rotating exhibitions and performances. The events promote economic growth for the city by increasing foot traffic to local businesses from Santa Ana residents as well as residents from other cities. The foregoing is a general description of the public purpose, and is not necessarily the only public purpose to be gained from the Community Benefit. 3.TERMS AND CONDITIONS 3.1 Use of Funds. The City has chosen to provide Recipient with a payment in an amount not to exceed ONE HUNDRED FIFTY THOUSAND DOLLARS ($150,000) for this continuing event because the City has determined that there is a public purpose to be served in supporting the Community Benefit. Recipient will be paid in twelve equal monthly installments in the amount of $12,500 on the 5th day of each month, after full execution of the Agreement, as follows: October 5, 2024, November 5, 2024, December 5, 2024, January 5, 2025, February 5, 2025, March 5, 2025, April 5, 2025, May 5, 2025, June 5, 2025, July 5, 2025, August 5, 2025, and September 5, 2025. In executing this Agreement and receiving the funds, Recipient agrees to use the funds only for the purpose described and subject to the terms and conditions provided for in this Agreement. Should Recipient fail to use the funds for such purpose, or fail to continue the Community Benefit, or otherwise comply fully with the terms of this Agreement, City shall have the right to terminate this Agreement and demand the return of the funds pursuant to Section 3.2 below. 3.2 Term; Termination of Agreement. This Agreement shall take effect on the date first above written and remain in effect unless and until terminated by the City. The City has the right to terminate this Agreement upon one day’s notice, with or without cause. Should the City terminate this Agreement, it shall also have the right to demand the immediate return of all funds provided to EXHIBIT 1 CITY OF SANTA ANA DONATION AGREEMENT Page 2 of 3 Recipient pursuant to this Agreement, as well as interest at the rate of ten percent (10%) per annum. Notwithstanding the foregoing, the indemnification provisions of this Agreement shall survive any expiration or termination of this Agreement. 3.3 Waivers, Insurance or Other Obligations. For purposes of the City's protection, if the City determines that the funds will be used for a purpose which may cause a significant risk of injury, the City may, in its sole discretion, require Recipient to provide certain insurance and participant waiver/release protections. This right shall be on-going and may be implemented by the City at any time, and all insurance and waiver/release forms shall be provided on forms, in amounts and with provisions acceptable to City. 3.4 No Oversight by City. Nothing in this Agreement shall be implied or interpreted as City establishing or providing oversight, control or approval of the Community Benefit or any activities conducted by the Recipient. 3.5 Indemnification. Recipient understands, acknowledges and agrees that Recipient shall assume all risks associated with the Community Benefit, including, but not limited to, the possibility of death or serious trauma or injury. To this end, therefore, Recipient shall defend, indemnify and hold City and its officials, officers, employees, agents and volunteers free and harmless from and against any and all claims, demands, causes of action, costs, expenses, liabilities, losses, damages or injuries, in law or equity, to property or persons, including wrongful death, in any manner arising out of or incident to any and all acts, omissions, willful misconduct or other activities of the Recipient or its officials, officers, employees, agents, guests, participants attendees, and contractors, including the performance of the Community Benefit or this Agreement, including without limitation the payment of all consequential damages and attorneys’ fees and other related costs and expenses. The only exception to the Recipient's obligations hereunder shall be for claims, demands, causes of action, costs, expenses, liabilities, losses, damages or injuries caused by the sole negligence, sole willful misconduct or sole active negligence of the City. Recipient shall defend, at Recipient's own cost, expense and risk, any and all such aforesaid suits, actions or other legal proceedings of every kind that may be brought or instituted against the City, its officials, officers, employees, agents, or volunteers. Recipient shall pay and satisfy any judgment, award or decree that may be rendered against the City or its officials, officers, employees, agents, or volunteers, in any such suit, action or other legal proceeding. Recipient shall reimburse City and its officials, officers, employees, agents, and/or volunteers, for any and all legal expenses and costs incurred by each of them in connection therewith or in enforcing the indemnity herein provided. Recipient's obligation to indemnify shall not be restricted or limited by insurance proceeds, if any, received by the City, its officials, officers, employers, agents or volunteers. The indemnification provisions of this Agreement shall survive any expiration or termination of this Agreement. 3.6 Entire Contract/Modification. This Agreement contains the entire agreement of the Parties with respect to the subject matter hereof, and supersedes all prior negotiations, understandings or agreements. The terms and conditions of this Agreement may be altered, modified or amended only by written agreement signed by both Parties. EXHIBIT 1 EXHIBIT 1 EXHIBIT A Request for Sponsorship Funds EXHIBIT 1 EXHIBIT 1 EXHIBIT 1 PROJECT SCOPE STATEMENT 1. Project Overview ●Project Name: DTSA First Saturday ArtWalk ●Location: Downtown Santa Ana (DTSA), Santa Ana, CA: Various Locations ●Frequency: Monthly (First Saturday of each month) ●Objective: To organize and produce a community-driven art walk event that highlights local artists and creators, galleries, and businesses, fostering cultural engagement and supporting Santa Ana’s local arts community. 2. Project Goals and Objectives ●Showcase Local Artists and Creators: Provide a consistent platform for emerging and established local artists and creators to engage with, and exhibit their work to, the community. ●Engage the Community: Encourage community participation and attendance by offering a diverse range of art forms, including visual arts, crafts, live music, and performance. ●Support Local Businesses: Showcase, and partner with, local businesses to enhance the event experience and drive economic activity in the downtown area. ●Foster Cultural Appreciation: Promote a deeper appreciation for the arts within the community, as well the community’s active and thriving arts scene itself, by featuring various artistic disciplines and cultural expressions. ●Event Brand Legacy: Ensure recognition of DTSA First Saturday ArtWalk as the staple, premier monthly community event held to celebrate and showcase the community’s artists, galleries, and opening gallery shows. 3. Deliverables ●Event Planning and Coordination (monthly): ○Develop a monthly event schedule, including gallery exhibitions, performances, and special activities. ○Secure necessary permits and approvals from the City of Santa Ana. ○Coordinate with local galleries, businesses, and community partners for participation, and to ensure active and accurate promotion of their events. ●Marketing and Promotion: ○Create and distribute promotional materials, including 11x17 event posters and a monthly event program. ○Manage digital marketing campaigns to increase event visibility, including newsletters and special media posts. EXHIBIT 1 ○Engage with local media outlets and event partners for coverage. ●Artist and Vendor Management: ○Select and coordinate with participating artists, performers, and vendors. ○Allocate space and logistical support for art installations and vendor booths. ○Provide clear guidelines and communication to all participants. ○Goal is to ensure at least forty (40) participating vendors; at least six (6) participating live musicians, bands and/or DJ’s; and to coordinate with all existing galleries located within the event footprint. ●On-Site Event Execution: ○Set up and manage event infrastructure, including booth placement, stages, sound systems, etc. ○Ensure crowd control, security, and safety measures are in place, including street closure materials. ○Oversee event staff and volunteers for smooth operations. ○Outdoor locations will include 2nd Street Promenade/Artist Village; Sycamore Street between 2nd and 3rd Streets; Calle Cuatro Plaza; French Street between 4th and 5th Streets; and various parking spaces, parklets, and other such non-traditional outdoor spaces throughout the community. 4. Project Constraints ●Timeframe: Each event must be planned and executed within a one-month cycle, with specific deadlines for permits, marketing, and participant coordination. ●Budget: The project budget for this free community event is limited to available funding from sponsors, community partners, vendors, and any allocated organizational resources. ●Regulatory Compliance: All activities must comply with local laws, ordinances, and safety regulations. 5. Assumptions ●Community Interest: There will be ongoing interest and participation from artists, local businesses, and the local community. ●Sponsorship and Funding: Sufficient funding and sponsorships must be secured to cover event costs. ●Weather Conditions: The event takes place both indoors at participating galleries and businesses, and outdoors at identified activated areas, assuming favorable weather conditions. 6. Project Stakeholders ●Primary Stakeholders: ○DTSA Galleries and Businesses ○Local Artists and Performers EXHIBIT 1 ○City of Santa Ana (Permits and Regulatory Bodies) ○Event Sponsors and Partners ○Santa Ana Residents and Community Members ●Secondary Stakeholders: ○Visitors and Tourists ○Event Staff and Volunteers 7. Project Risks ●Weather-Related Disruptions: Inclement weather could affect outdoor activities and attendance. In the event of a forecast that calls for a 40%+ chance of rain, announcements will be amply made that outdoor elements of the event will be canceled, but the event will proceed with a focus on gallery openings, business promotions, and any activities that will still continue indoors. ●Participant No-Shows: Artists or vendors may cancel at the last minute. ●Budget Overruns: Unexpected costs or insufficient funding could strain resources and affect event quality. 8. Success Criteria ●Artist, Vendor, and Business Satisfaction: Positive feedback from participating artists, vendors, and local businesses. ●Community Engagement: Strong community participation, positive social media engagement, and positive feedback from community members. ●Attendance: Meeting or exceeding target attendance numbers for each event. ●Financial Performance: Staying within budget and achieving financial sustainability and growth through sponsorships and partnerships. Prepared by: Logan Crow Executive Director The Frida Cinema EXHIBIT 1 EXHIBIT 2 AboutDTSA First Saturday Art alk DTSA First Saturday ArtWalk is one of Santa Ana's most popular and iconic events. Celebrated the First Saturday of each month, ArtWalk is a free, all-ages event that draws thousands of residents and visitors downtown for local, diverse, and unique community arts programming. Produced by Santa Ana-based nonprofit arts organization The Frida Cinema, ArtWalk finds Downtown Santa Ana erupting with outdoor festival areas full of artisan and niche vendors, captivating performances, and over 20+ art galleries and studios featuring rotating art shows, performances, and live music. Every First Saturday of the Month. 2024DATES JANUARY 6TH I FEBRUARY 3RD I MARCH 2ND APRIL 6th MAY 4TH I JUNE 1ST JULY 6TH I AUGUSJ 3RD SEPtEMBERZT...__ __ OCTOBER 5TH I NOVEMBER 2ND I DECEMBER 7TH EXHIBIT 2 .out -a 1nema I r .F:oundeo in Eebruary·2014 and lecated at IB05 E. 4th St�eet in lf)owrntowri Santa Ana, Jhe Frida Cinema serves ©range County .as:its .s.ole nenrariofit movie,theateri:, and one of few true '!art ' -house" cinemas left in Southern rGalifornia. Dedicated tto the •'- ,. -.1 ... • mission .ot <:emriching, c.onnecting,. and educating _coFnrnilmities thriough the arit, of ci1:1e1na, The Frida is eelebratted not onl_y f.or.. . its·:euratorial cinerrnatic programming that,_e�rned it· the nicknarf)e of ·;,©C's_ year -=�ound film festi.val'; (0€ Weekly,),_ Out also for/its dedication te partnering with community educational, ---arts, and.cause-based groups, as well as its outd00r cultural 'ev.ents incJ□ding drive-irn screernings, fre� �r.po�ies i� eommunity parks, and now, QTSA First.Saturday ;ArtWall< .. -ttlef ridaeinema.Org '·�Downtown S.antci Ana's Gulturial1 1'nchor'' :-.QG Weekly· EXHIBIT 2 Daily Pilot G-COUN YISTER ORANGE COUNTY'S NONPROFIT NEWSROOM EXHIBIT 2 NEW MARKETING INITIATIVES ONLY THREE OF THE MANY NEW OUTREACH INITIATIVES UND ERTAKEN BY THE FRIDA CINEMA SINCE IT BEGAN PRODUCING THE EVENT PRINT PROGRAMS, HANDED OUT AT EVENT WHICH INCLUDE A MAP LISTING GALLERIES, THEIR NEW SHOWS, AND OPEN BUSINESSES ffli%fi� ,DWNiOwN1i,iAlii, iovrnsriNiros° ART .......... · .. 1� ••••••• ❖ ••••••• ....... ·=· ...... .SIIOI' FIIDl,I IMl! 30 l.0CAI. IJJ ' • � ... MTlSANVENDORS S�OPOV!lllDIOOlAl!TmVOIOOaS Alll'SHOWS tMMUSIC IIANCING INlHE STllrn'S ms· ARrS & M:1M11ES tMPAIKllNG ANOMOl!E! .,.� .. �' � ,f.,�·or.•, \-::., ,%· ... .. SPONSORED BY: ,�,, CMII@ . � . � � � DTt � BJ�·• .. � 1'-� � �AnlllDAY � OCTOB£R._7llf � 2Pl1 • lOPl1 � _ .. ) Hja. e, •• • 1i(<,fe • • '. � DOWNTOW!I $,\)(�A A.MA � •DT�AM.1WA.LJ<..0lt4 • VENDOR SPOTLIGHTS FOR PA RTICIPATING VENDORS ON INSTAGRAM ACCOUNT @DTSANTAANA COMPLETELY REDESIGNED WEBSITE, WHICH NOW INCLUDES FULL LISTINGS OF GALLERIES, OPEN BUSINESSES, AND ALL PARTICIPATING ARTISTS AND VENDORS, WITH LINKS ARTISTS VILLAGE CSUF Grand Central Art Center 125 N. Broadway I Artist Village Grand Central Art Center is the result of a unique partnership between the California State University at Fullerton and the City of Santo Ano. The art center is o mix of resldenliof. commercial and educational use. Grand Central Art Center is dedicated to the open exploration of con empororv ort and visual culhJre: locolly, regionally notionally, and lntemotlonolly through socially engaged collaborations among artists, students. and the community. HINGS LIM: SPECTER IN THE GA TE I Now through Moy 12th, 2024 coco FVSCO: YOVR EYES WILL BE AN EMPTY WORD I Now I rough Moy 12th, 2024 Wayward Artists Theatre 125 . Broodwav EXHIBIT 2 NOTABLE ACCOMPLISHMENTS SINCE THE FRIDA CINEMA BEGAN OPERATING ARTWALK IN JANUARY 2023 GRANT SUPPORT RECEIVED FROM CITY OF SANTA ANA, STATE OF CALIFORNIA, FAMILY-FRIENDLY ENGAGEMENT ACTIVITIES INCLUDING PUMPKIN CARVING, CARD-MAKING, COSTUME CONTESTS, EASTER EGG HUNTS, AND MORE COMMUNITY ENGAGEMENT, & NATIONAL ENDOWMENT OF THE ARTS C B 0 CALIFORNIA ARTS COUNCIL A STATE AGENCY NATIONAL -EARTS ENDOWMENT-E ======= arts.gov EXPANSION OF EVENT FOOTPRINT $42,789 i C C, .' .� ' ....... __,-=.. A EGG 1) Pick up a free bag at the Egg Hunt Table on Calle Cuatro Plaza 2) Find eggs hidden on Calle Cuatro Plaza and between French Street booths. 3) New eggs hidden every hour! Look throughout the night for the •! 4) 1 Golden Egg= Frida Cinema Ticket Pack!!(Faur mnit tickets, dri1u & ,opearo)Redeem your prize at the Egg Hunt Table. IN PAYMENTS MADE DIRECTLY TO 144 LOCAL ARTISTS AND MUSICIANS EXHIBIT 2 According to the 2023 Santa Ana Visitor Analysis conducted by Travel Santa Ana and tourism/destination research company Zartico, DTSA First Saturday ArtWalk ranked as the second­ highest visited destination in Santa Ana in 2023, behind only Santa Ana College, and ahead of such notable locations as Santa Ana Zoo and Mainplace Mall. TRAVEL A � ZARTICO EXHIBIT 2 EXHIBIT 2 ·sassau,snq eaJe 1e a8euoJ1ed aJow pue 'Sl!S!A Ja8uo1 'sJOl!S!A aJow a8eJno3ua ll!M l!--SlS!JJe aJow ase3Mo4s pue 'JJoddns 'a8e8ua 01 sn sM011e A1uo 1ou �IBMlJV 8u!puedx3 H'13A/ ooo·ost$ / HJ.NOW/ OOS'ZL$ =1VJ.OJ. ....., ■ ...... ■.,,. ■, • -a■- '- ■ � ■ ...,_.._ •■'-■-■ .._ •• ... ■ .-.... a.■■ ■ a.■■• • ■ �-. ■'-• ■a.■■, • ■ , ..... -■■■a■■ ..... ._•� ......_ __ .-., • ■ ,.,,. I 1'------1'-1---._ ,.,,. �■'-'------..11"1.. ■--a I '-----Ila OOO'OS�$ =s1N3A3 301M-NM01NMOO 3Al3Ml ll0:l 1390n& ,vnNNV EXHIBIT 2 Telephone • We hope you will partner with this wonderful and impactful community event, and are standing by should you have any questions. (323)428-7411 Email 1ogan@thefridacinema.org Website THE FRIDA CINEMA DTSAAR ALK.ORG EXHIBIT 2