AGENDA January 11 2011 4 6 CATEGORY Consent DEPT Community Services COY OF MOUNTAIN VIEW TITLE Cosponsorship of Shoreline Amphitheatre Fourth of July Symphony and Fireworks Display RECOMMENDATION Approve the recommendation of the Parks and Recreation Commission to continue City cosponsorship of the Shoreline Amphitheatre s Fourth of July Symphony and Fireworks Display and to provide four free tickets per family FISCAL IMPACT Seventy Five Thousand Dollars 75 000 which is currently included in the Community Services no Department budget additional appropriation requested Other in kind services provided by the City for the Fourth of July event total approximately 5 000 The cosponsorship is funded out ofthe Shoreline Regional Park Community Fund The General Fund is not impacted Five Thousand Dollars BACKGROUND AND ANALYSIS The Parks and Recreation Commission reviewed a request from Live Nation for continued cosponsorship of the Fourth of July event at its November 10 2010 meeting Attachment 1 Staff Report and is recommending the City continue cosponsorship for 2011 Attachment 2 Meeting Minutes The City Council has traditionally requested the Parks and Recreation Commission conduct annual evaluations of the City cosponsored event at Shoreline Amphitheatre and forward recommendations to the Council Council asked the Commission to pay specific the amount of money contributed by the City to the event and whether the benefits received were commensurate with the contribution attention to Shoreline Amphitheatre is requesting the City s continued cosponsorship of the Fourth of July Symphony and Fireworks Display Attachment 3 Letter from Live Nation The evening typically consists of preevent activities children s face painting jugglers games etc the San Francisco Symphony concert afireworks display and a post fireworks raffle drawing and free product samplings The theme for the 2010 Fourth of July Symphony and Fireworks Display was Music through the Decades Shoreline Amphitheatre has indicated that without City cosponsorship the event would be a loss financially and therefore very difficult to continue
AGENDA January 11 2011 PAGE 2 In 2010 approximately 10 780 people attended the event adecrease of 336 people from 2009 Ofthe attendees 2 864 were MountainView residents using free or discounted tickets an increase of 5 from 2009 As in 2010 the number offree resident tickets will remain at four per The family The cost of discounted tickets in 2011 will be 13 50 the same since 2006 discount price could increase should an A Level artist be contracted to perform with the Symphony Purchase of discounted tickets will take place up to and including the day show which in years past has generated energy and enthusiasmfor the event and spurred regular price ticket sales of the Review of Fireworks Since 2008 Live Nation has committed to afireworks show with at least 575 shells including agrand finale The 2011 fireworks display is scheduled to have the same number of shells While the fireworks display is in conjunction with the Symphony s performance the great majority of viewers are not concertgoers Approximately 22 000 individuals from throughout the area view the display from Shoreline at Mountain View Shoreline Golf Links Michaels and other open areas in the park Charleston Park the Stevens Creek Trail various parking lots and overpasses in the North Bayshore Area Fireworks can also be enjoyed from many residences in Mountain View SUMMARY The City Council has traditionally requested annual evaluations of the City cosponsored event atshoreline Amphitheatre the previous cosponsorship funding level of 75 000 has been requested for 2011 Shoreline Amphitheatre will continue to offer free and or discounted tickets for MountainView residents and has also indicated that without the City s cosponsorship it would be very difficult to continue the event for 2011 the Parks and Recreation Commission conduct No increase in The Parks and Recreation Commission recommended 4 0 Griffith absent the City continue cosponsorhip ofthe event in 2011 and that up to four free tickets be provided per family
AGENDA January PAGE 3 11 2011 PUBLIC NOTICING Agenda posting Prepared by ohn Marchant Recreation Supervisor David A Muela Community L Services Director Kevin C Duggan City Manager JM 6 CAM 247 OI II IIM E l Attachments 1 2 3 Report to Parks and Recreation Commission November 10 2010 Parks and Recreation Commission Meeting Minutes November 10 2010 Letter of Request from Live Nation
ATTACHMENT 1 CITY OF MOUNTAIN VIEW MEMORANDUM DATE November 10 2010 TO Parks and Recreation Commission FROM John Marchant Recreation Supervisor SUBJECT COSPONSORSHIP OF SHORELINE AMPHITHEATRE EVENT ANNUAL REVIEW RECOMMENDATION 1 Review the cosponsorship report for Shoreline Amphitheatre s Annual Fourth of July Symphony and Fireworks Display and recommend City Council continue cosponsorship of the event for 2011 2 Recommend a limit of 4 free tickets per family FISCAL IMPACT The City has contributed tothe Fourth of uly Symphony and Fireworks Display since its inception in 1987 The City1s contribution in 1987 was35 000 with four increases since that time Beginning in 2001 the City has contributed 75 000 per year to the Shoreline Amphitheatre organization for the Fourth of July Symphony and Fireworks Display The cosponsorship request from Live Nation Amphitheatre operator for the 2011 event remains at 75 000 No increase is requested The cosponsorship is funded by the North Bayshore fund and does not impact the general fund Other in kind services provided by the City for the Fourth of July event for fireworks site preparation etc ranger park patrol total approximately 5 000 Also as part agreement with Live Nation the City derives revenue from the Amphitheatre operation of its BACKGROUND AND ANALYSIS The City Council has previously requested the Parks and Recreation Commission conduct annual evaluations of thecity cosponsored events atshoreline Amphitheatre and forward recommendations to the Council for review Council in requesting the evaluation asked the Commission to pay specific attention to the amount of money
Parks and Recreation Commission November 10 2010 Page 2 contributed by the City to the event and whether the benefits received were commensurate with the contribution Review of July 4th Cosponsorship The City first cosponsored the Fourth of July Symphony and Fireworks Display atthe Amphitheatre in 1987 Shoreline Amphitheatre is requesting the City s continued cosponsorship of the Fourth of July Symphony and Fireworks Display Attachment 1 Letter from Shoreline Amphitheatre The evening typically consists of pre event activities children1s face painting jugglers games etc the San Francisco Symphony a fireworks display and a post fireworks raffle drawing and free product samplings The theme for the 2010 Fourth of July Symphony and Fireworks Display was Music through the Decades Shoreline Amphitheatre has indicated that without the City Cosponsorship which represented 28 financially and therefor very difficult to continue ofthe costs for 2010 the event would be a loss In 2010 approximately 10 780 people attended the event a slight decrease from the estimated 11 116 people who attended in 2009 Of the 10 780 attendees 2 864 were MountainView residents using free or discounted tickets compared to the 2 869 in 2009 The number of residents attending in 2009 and 2010 were higher than that those recorded in 2008 Inan effortto allow more families to take advantage program in 2008 the limit was reduced to 2 free tickets per family In previous years the limit was 4 free tickets per family of the free ticket In 2009 the ticket limitwas again increased to allow 4 tickets per family which increased resident p ticipation by 727 The Amphitheater is willing to continue to offer 4 free tickets per family 2 000 ticket maximum should the Commission wish to recommend this Regarding the discounted tickets the cost for tickets in 2011 will be 13 50 the same since 2006 The discount price could increase should an A level artist be contracted to perform with the symphony Purchase of discounted tickets will take place up to and including the day of the show which in years past has generated energy and enthusiasm for the event and spurred regular price ticket sales Coupons for the free discount tickets will be printed in The Voice prior Coupons will also be available for downloading on the City s web site and may be picked up in person at City facilities to the event
Parks and Recreation Commission November 10 2010 Page 3 Review offireworks Since 2008 Live Nation has committed to a firework show with at least575 shells including a grand finale The same number of shells is currently planned for the 2011 firework display While the fireworks display is in conjunction with the Symphony s performance the great majority of viewers arenot conceitgoers Approximately 22 000 individuals from throughout the area view the fireworks display from Shoreline at Mountain View Shoreline Golf Links Michaels and other open areas in the park Charleston Park the Stevens Creek Trail various parking lots and overpasses in the North Bayshore Fireworks can also be seenfrom many residences in MountainView SUMMARY The City Council has previously requested the Parks and Recreation Commission to conduct annual evaluations of the City cosponsored events at Shoreline Amphitheatre The Commission is being asked to forward a recommendation tothe Council for the 2011 event No increase in the cosponsorship funding level has been requested Shoreline Amphitheater s proposal again includes 2 000 free tickets with discounts available once the free tickets have been exhausted The Amphitheater is willing to continue to offer 4 free tickets per family The Amphitheatre has indicated that without the City s cosponsorship it would be very difficult to continue the event for 2010 Prepared by Approved by J n Marchant ecreation Supervisor David A Muela Community Services Director Attachment 1 Letter from Shoreline Amphitheatre
ATTACHMENT 2 REGULAR MEETING WEDNESDAY NOVEMBER 10 2010 SENIOR CENTER 266 ESCUELA AVENUE 7 00 P M B COSPONSORSHIP OF SHORELINE AMPHITHEATRE EVENT ANNUAL REVIEW information on the Recreation Supervisor John Marchant gave background City s financial cosponsorship of the Fourth of July Symphony display Cosponsorship of 35 000 began in 1987 with four increases through 2000 In 2001 the City cosponsorship reached its current level of and Fireworks 75 000 and Live Nation is requesting the same amount for the 2011 event and to also continue the limit of 4 free lawn tickets per family up to a maximum of 2 000 tickets Ticket price will remain at 13 50 which is the same since 2006 Recreation Supervisor stated a resident asked if secured bicycle parking wouldbe available next year as this would encourage more attendees to ride instead of driving to the event Recreation Supervisor stated Live Nation is very supportive of this idea as it would reduce the traffic flow both in and out of the area Vice Chairperson Cornes asked for clarification regarding the North Bayshore Fund Area is its own tax Community Services Director stated the North Bayshore increment district and taxes generated must be used in the Area not for General Fund expenditures Vice Chairperson Cornes asked how much is in the North Bayshore budgets Community Services Director stated he wasnot sure but will find out Commissioner Mussman stated he attended this year s fireworks show for the firsttime and enjoyed the event Commissioner Donahue stated he and his family enjoys attending the fireworks event and atthat the San Francisco Symphony is a great addition to the show He stated this annual event is great for MountainView residents Vice Chairperson Cornes stated she enjoys watching outside the Amphitheatre the fireworks from Parks and Recreation Commission and Urban Forestry Board November 10 2010 Page 1
On a motion made by Commissioner Donahue seconded by Commissioner Donagher Commission voted 4 0 to recommend City Council continue cosponsorship of the Shoreline Amphitheatre1s Fourth of July Symphony and Fireworks display for 2011 On a motion made by Commissioner Donagher seconded by Commissioner Mussman Commission voted 4 0 to recommend a limit of four free tickets per family be continued Parks and Recreation Commission and Urban Forestry Board November 10 2010 Page 2
SLI EPTRAlN Ofl ATTACHMENT 3 AT MOUNTAIN VIEW November 3 2010 City ofmountain View Attention John Marchant Post Office Box 7540 Mountain View CA 94039 Dear John I am writing to request that the City of MountainView continue the generous 75 000 co sponsorship ofthe annual July 4th San Francisco Symphony event at Shoreline Amphitheatre for the 2011 season This year s eventwith the San Francisco Symphony was entitled Music through the Decades and included video clips ofamerican Music and Film History Per your request I have afew facts and figures on the event 75 000 represents approximately 28 of the total expenses ofthe event Distributed tickets through discounted paid and complimentary tickets 2864 2 000 comps and 864 paid tickets to Mountain View residents The Mountain View Resident Discounted ticket price will be approximately 13 50 This is consistent with the 2010 price Total ticket sales in 2010 were 10 780 The estimated number ofindividuals whowatched the fireworks this year from the areas surrounding Shoreline amphitheatre based upon egress traffic analysis was 22 000 For the 2011 event Disney has shown incredible interest in helping promote the show again hopefully resulting in even greater ticket sales The City and its logo will be included as a sponsor of the event in the event program In addition we are open to the idea of discussing again a set number ofcomplimentary tickets We distributed 2 000 complimentary lawn tickets in 2010 We will also continue to allow the Mountain View Resident pre sale to continue up to and during the day ofthe event I look forward to seeing you soon eneral Manager Shoreline Amphitheatre