HomeMy WebLinkAbout4.07 DublinPasta&JazzFest
CITY CLERK
File # D[2][3j[Q]-~k2J
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AGENDA STATEMENT
CITY COUNCIL MEETING DATE: August 18,1998
SUBJECT:
Dublin Pasta and Jazz Festival Update
(Report Prepared by: Greg Reuel, Economic Development Director)
EXHIBITS ATTACHED:
Exhibit 1:
GoodTimes Promotions Advertising Plan - Dublin
Pasta & Jazz Festival
Excepts from Temporary Use Permits Application
submitted by GoodTimes Promotions
Exhibit 2:
RECOMMENDATION: f/v
FINANCIAL STATEMENT:
Receive report
None
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DESCRIPTION: At the April 8, 1998 meeting of the Dublin City Council, the
Council gave conceptual approval for GoodTimes Promotions, Inc. to hold its annual Pasta & Jazz
Festival in the City on the dates of September 12 and 13 on Amador Plaza Road. Staff was originally
directed by Council to work with Good Times Promotions (GTP) on procuring the necessary permits in
order to hold the two-day festival. As directed by the Council, all direct costs associated with the
Proposed Dublin Pasta and Jazz Festival are being borne by GTP with no net cost being incurred by the
City. At the August 4, 1998, City Council meeting, Staff was requested to update the City Council
regarding efforts to advertise the Dublin Pasta and Jazz Festival.
Advertisin2 Plan
Advertising for the event will involve the use of a number of different mediums as outlined by GTP (see
Exhibit 1). As outlined in GTP Advertising Plan, they are scheduling promotional advertising valued at
approximately $60,000. The private promotional firm has experience with their past events and the
scheduling of advertising and reaching their target market. Many of these efforts are concentrated in the
two to three weeks prior to the event. Representatives of GTP have also asked City Staff to help with the
coordination of using the reader board sign at the Dublin Auto Center to announce the event.
According to representatives of GTP, they also have preliminary agreements with over 100
artisans/crafters and City non-profit organizations and approximately 20 restaurants. Live entertainment
will be played throughout the two day festival with separate areas designated for a classic car show and a
children's entertainment area, as designated in the maps contained in Exhibit 2.
Status of Permits
Since April, Staff has met numerous times with GTP to discuss requirements of issuing the necessary
permits. Group meetings have been held with representatives of GTP, Public Works, Fire and Police.
Support from each of these departments is required by GTP in operating this two day event on September
12th and 13th. The actual set-up will start after 9:30 p.m. on Friday along Amador Plaza Road.
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H:\GREG\PASTA3.00c
COPIES TO: GoodTimes Promotions, Inc.
ITEM NO.--A..J
GTP intends on using a portion of Amador Plaza Road and certain private property for this event. A
layout of the proposed Dublin Pasta and Jazz Festival is part of Exhibit 2. GTP has received Hold
Harmless Agreements with each of the private land owners that are going to allow them to use part o:li
their parking areas for the event.
Throughout the process City Staff have worked with GTP representatives to prepare necessary.
information and to obtain contacts for private property owners. The permitting requirements for this type
of event include an Encroachment Permit for the use of the public right-of-way for this commercial use
and the issuance of a Temporary Conditional Use Permit. The temporary use permit is similar to permits
issued in the past for outdoor activities such as carnivals, art fairs, etc. Obviously the requirements may
differ depending on the size and scope of the event, however, the basic requirements imposed are
substantially the same. The primary intent of the permit is to assure that both the safety. needs of the
festival are met, as well as not deteriorating the level of public safety service to the community. The costs
of these activities were identified and presented to GTP in late May. This provided the necessary
information for GTP to proceed with the submittal of an application to obtain the necessary City permits
for the Dublin Pasta and Jazz Festival.
The costs associated with the Festival include only the direct costs associated with providing services at
the time of the event, as well as Fire Permit, Street Banner Permit, and Business License costs. The
additional Police and Fire service costs represent personnel in addition to those who are regularly
scheduled in the City during the event hours. A breakdown of the estimated costs are as follows:
SERVICESIEQUIPMENT:
Supplemental Police Staffing
Fire 1 EMS: On Duty Bike Paramedics
Public Works: Placement No Parking Signs and Barricades; Street Closure
$ 4,488
1,200
1,100
.
PERMITS:
Fire Permits - Inspection ofTents/Cooking Equipment
Street Banner Sign
Business License Requirements For Vendors
SUB- TOTAL
*Reduction - Business License Ordinance Modified 7/7/98 (Ord. 10-98)
REVISED TOTAL
320
500
4.000*
$11,608
<$4.000>
$ 7,608
As indicated in the breakdown, the original costs associated with the event were substantially reduced by
the modification to the Business License ordinance. Based upon the previous direction of the City
Council the direct costs were to be the responsibility of the Festival organizers. Therefore, the adopted
Fiscal Year 1998-99 Budget does not include funding for this activity.
On August 11, 1998 GTP submitted an application for a temporary use permit. Staff was advised to
anticipate that the final submittal of the encroachment permit application should occur by August 14th.
These permits address: issues relating to police protection; fire and medical protection; street closure and
signage for event traffic flow; trash and clean-up requirements; portable toilets; and conditions of selling
alcohol. All of the requirements identified in the permits will be consistent with information provided
approximately three months ago. Once submitted the permits will be effective immediately and there is
no requirement for any other City authorization.
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In conclusion, Staffwill continue to work with GTP to finalize the details of the event.
Advertising Plan - Dublin Pasta & Jazz.Festival
This plan represents approximately $60,000 in advertising and promotions.
.
Realizing that the venue for the festival has changes, GoodTirries staff recognizes the need to get the word
out that Dublin is our new home.
Historically, our primary market area is Pleasanton, Livermore, Dublin, San Ramon, Modesto, Manteca;
Our secondary market is Stockton, Fremont and Hayward. Our advertising is geared to these areas.
Newspapers
Alameda Newspaper Group Market area is Dublin, Livermore, Pleasanton, Tracy, Manteca, Hayward,
Fremont. Advertising 2 weeks prior to festival in 3 editions, plus flyer to 18,000 non-subscribers plus
10,000 overrun for distribution at festival.
Contra Costa Newspapers ~ Market is Tri-Valley, San Ramon, Danville and rest of Contra Costa
County. Advertising to begin 2 weeks prior to festival in 2 editions (Valley Times and San Ramon Times)
Stockton Bee - Market - Tracy, Stockton, Modesto, Manteca
Advertising to begin Labor Day weekend through Sunday morning 9/13.
Radio
KKIQ - Coverage is strong is our primary & secondary markets. "Live" remote Saturday & Sunday.
Commercials (30 and 60 seconds) to begin 2 weeks prior to event. On air contests with ticket and
souvenir giveaways will coincide with this advertising schedule.
.
KKSF - Jazz Format Covers entire Bay area - 30 seconds spots to air beginning Labor Day weekend
through Sunday morning 9/13.
KFRC - Oldies Format Covers entire Bay Area - 30 seconds spots to air beginning Labor Day weekend
through Sunday morning 9/13.
Television
Bay Cable Advertising :30 second spots beginning Labor Day weekend through Sunday morning 9/13.
Stations to focus on - ESPN, HGTV (Home & Garden Channel), TNT and
CNN
Community Access Channel 30 - Community billboard and spot commercial to air beginning now
through Sunday, September 13.
Other
o Arts/Crafts Vendors - Vendors promote their upcoming events at each festival.
o Flyers - Flyers were distributed at the Alameda County Fair Pre-Sale Ticket office run by GoodTimes
Promotions. Over 5,000 flyers were distributed.
D BART - we have contacted BART about hanging our banner in several stations to promote "Take BART
to the Dublin Pasta & Jazz Festival".
.aD Special Banners - GoodTimes is working with the City of Dublin to get approval to place a street
~anner, promotional balloon at entrances to the City.
EXHIBIT 1
Good Times Promotions
Advertising Plan
GoodTimes
645 I Scmktt Coun. Dublin, CA 94S6B · (925) 80.3-4050 . [':IX (92 5) 803- 75t8
Prolllotions, Inc.
TClllporary }'cnllit Applicatiou ~.
1998 Dublin Pasta & Jazz Festival
Scptculbcr 11- 13, 1998
EXCERPTS.
SubnJittcd by: GoodTimes Promotions, Inc.
6451 Scarlett Court
Dublin, CA 94568
(925) 803-4050
(925) 803-7528
Dub Ii n
Pasta and Jazz r;:estival
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WHAT
Dublin Pasta & Jazz Festival features Pasta <'tastings" by local restaurants, a main
entertainment stage featuring Quality Jazz Entertai~ent, Art and Crafts, a large Children's
Entertainment Area, a car show, several beverage areas featuring local wines, microbrews,
sodas and water and dining areas throughout the festival with adequate seating.
WHHJ
Saturday, September 12
Sunday, September 13
WH[R[
Amador Plaza Road, Dublin.
TOTAL ATTrnDA1l~aprc.r[D
45,000
~V~MT DrrAu.~
10:00 a.m. - 6:00 p.m.
10:00 a.m. - 5:00 p.m.
.
Hours offestival are Saturday 10:00 AM to 6:00 PM and Sunday 10:00 AM to 5:00 PM.
GoodTimes Promotions, Inc. requests the closure of Amador Plaza Road from 9:00 p.m.
Friday, September 11 until 9:00 p.m. Sunday, September 13.
The Festival will feature:
. 20 _ 25 Area Restaurants servings Pasta 'vr'astings" for $1, $2, $3 & $4 per serving,
salads, desserts and children's foods (com dogs, waffle cones, etc.)
Restaurants who have participated include:
Frankie, Johnny and Luigi
Strizzi' s
Hungry Hunter
Girasole
Delatorre's Trattoria
Vineyard Cafe
Pasta Villa
Tomaso's Cafe
Tommy's Treats
Anderson's Concession Desserts
.
Hayward Fishery
Faz
New Rochelle
Louisiana Cajun Lady
Mexico Lindo
Pasta Pasta
Pleasanton Hotel
Decadent Desserts
Lyman's Waffle Cones
Cheese Cake Galore
Page 1
Events Details - continued
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200 Arts & Crafts Booths .
50 Commercial Booths selling non-pasta food and quality merchandise
2 Entertainment Stages. One stage will be located in the Children's Area and will feature
local entertainment. The Main Entertainment Stage will offer Jazz, R&B and Big Band
Music.
.
.
1997 Jazz Entertainment Schedule.. Main Stage
The Components
Pamela Rose and the Nate Ginsberg Trio
Kitty Margolis
Maria Muldam.
Marshall Art Shapiro
Duece
Joyce Cooling
. Car Shows - Saturday will feature 75-100 vintage Ford Mustangs and Sunday will feature
75-100 vintage Chevrolet Corvette's. The car show will be held at the entrance to Amador
PlazaRoad. off ofDuhl.in Blvd.
. Children's Area - featuring entertainment, pony rides, clowns & strolling entertainers, a
petting zoo and train rides throughout the Festival. .
. 4-5 Beverage Booths - selling sodas, waters,. local wines, beers (regular and microbrews).
Souvenir beer mugs and wine glasses will be sold and the cost of the first beer or wine
serving will be included in the cost. (Example - wine glass is $8 and includes a glass of
wine. Each additional glass of wine will be $3.)
. 4-5 Ticket Booths (located next to beverage booths) - Tickets will be for all beverages.
Ticket handlers will be trained to card everyone who looks under 30. Everyone
carded will have a wristband placed on their wrist (similar to hospital bands) to
prevent them from being re-carded.
. 2 Souvenir Booths selling Pasta Festival Memorabilia.
. A minimum of 4 Porta Potty areas (with 4-5 Porta Potties each) near the dining,
entertainment stage, children's area and the car show.
This event is free to General public.
Local non-profits will be solicited by GoodTimes Promotions to provide manpower for the
Festival. Volunteers will be paid an hourly fee which will be paid directly to their designated
organization. The 1997 Pasta and Jazz Festival paid out approximately $13,000 to local non-
profits.
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Page 2
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Ptofile of
GoodTimgg Ptomofiohg, 'hC.
64.5 t ~cttlett Coutt
Dubllh, CA 94.56~
Owned and operated by Michael Nohr and located in Dublin at 645 I Scarlett Court.
Annual Events produced by GoodTimes Promotions, Inc.:
. January RV Show and Sales - Alameda FairgrowlCfs 1988. current
. Dublin St..Patrick's Day Festival - March. 1998 -
. Spring RV Show and Sale -1992 - current
. Alameda County Fair Demolition Derby - 1994 - current
. Pasta and Jazz Festival - 1994. current
. FaIl RV Show and Sale. 1990. current
Management and Staff
Michael Nobr. President
.
. President of Nohr's R V. 's, R V. Promotions and Repo Connection.
. 30 years experience in sales and marketing
. Owner of Nohr's RV's since 197K
. Member - Advisory Board of the Bank ofWaInut Creek
. Member - Dublin Chamber of Commerce
Shelby Martin. Event Coordinator
. 15 years experience in non-profit and event management.
. Executive Director of three Chambers of Commerce
Paducah, KY, Tracy, Ca and Pleasanton, CA
. Marketing Director, Oakland, CA Chamber of Commerce - 1997-98
. Executive Director of Pleasanton Pasta Festival - 1991-1993
. Executive Director - Paducah Summer Festival - 1983.91
GoodTimes also employs over 10 additional staff"members to coordinate all events including:
salespersons
architect (site planner)
entertainment manager
event assistants
LocaI non-profits are contracted with to provide much of the festival's manpower including ticket and
beverage sales, set-up and clean-up.
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Page 3
GoodT"un.es pasta and Ja.u Festival
September 12 & 13, 1998
Amador" PI/lZIl Road - Downtown Dublin
GoodTimes Promotions, Inc. is requesting approval to:
To produce the GoodTimes Pasta & Jazz Festival on Amador Plaza Road in downtown Dublin
on th~ dates of September 12 & 13th.
GoodTimes Promotions, IDe will:
1. produce and be fiscally responsible for all ~pects of the Festival.
2. take control of Amador Plaza Road from 9:00 p.m.' Friday until Sunday night at 9:00 p.m.
and will return the street and surrounding areas to pre-Festival conditions.
3. mention the City of Dublin in all advertising of event
4. provide the City of Dublin booth space in which to promote city services and the
community as a whole:
5. secure local non-profits to handle beverage ticket and souvenir sales.. provide clean-up
during and after the Festival and to assist in other ways as deemed necessary by GTP.
6. work directly with the police & fire departments to ensure adherence to all special event
regulations including:
of. ensure dedicated fire and emergency access to all businesses.
of. ensure 3 foot clearance on all sides of fire hydrants
of. provide ambulance on standby during Festival hours.
of. provide bike medics and/or nursing personnel on staff through the Alameda County Fire .
Services.
"'" maintain a first aid/lost and found tent during Festival hours.
"'" certifYing large tenting.
"'" providing fire department rules and reID1lations to all food booths using barbecue pits and/or
open flames.
"'"' donating space in the Festival for both Police and Fire Information Booths.
7. comply with the Alameda County Health Department regarding food handling.and tenting
requirements.and provide them with necessary paperwork for the above. Inspectors will be
on site all weekend.
8. obtain Alcoholic Beverage License.
.'
9. obtain-and pay for Getieral Liability ~insurance for event naming the City of Dublin
additional insured.
10. submit a of the final fayout design to the City prior to the Festival.
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Page 4 .
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1998 Dublin Pasta and Jazz Festival
Site Map Overview
Amador Plaza Road Length - 1,520 Linear Feet Width - 52 Linear Feet
Amador Plaza Road wiII be barricaded off by MCE at both ends (Dublin Boulevard and Amador Plaza Boulevard).
Ail driveways and fire hydrants have been marked Emergency access includes 15' of available street left open (pedestrian
traffic) on west side and 16' available street (pedestrian traffic) on east side (see diagram at base of map). Emergency
driveway access has been marked for access behind east side.
Arts/Crafts and Commercial Booths
Booths are shown in a 10-grid block on Amador Plaza Road The booths are 15' from the east side sidewalk and 19' from
the west side sidewalk and each grid is spaced 15' apart.
The Festival staff will chalk the street upon closure on Friday evening, September 11th.
Children's Area
This area features a canopied stage (24' x 20'), children's inflatable amusements (same type as St. Patrick's Festival). a
petting zoo, pony rides, non-alcoholic beverages and carnival type foods.
Restaurants/Dining Area/Entertainment Stage
Restaurants ~ each restaurant (20 - 25 total) will be in a 10' x 20' booth specifically designed for food handlers (see
attached health department forms). The restaurant booths will be laid out around the dining area and entertainment stage on
the El Torito property and the vacant restaurant property. GMRl, Inc. (owners of the vacant restaurant), El Torito
Restaurant and Cappozoli Advisors for Pensions (owners of the Amador Plaza Shopping Center) have all signed hold
harmless agreement and are attached
Dining Area - 75 umbrella tables will be placed for festival attendees with 500 - 600 chairs. Dining area will be canopied.
Soda, water, beer and wine booths will be placed around the area. Ticket booths staff will sell drink tickets and card all
persons under 30.
Main Entertainment Stage - 20' x 24' stage with 20' x 20' canopy. Music will run during hours offestivaI.
Driveways - all driveways leading onto Amador Plaza Road will be blocked by vinyl tape.
Trash - 3 20-yard bins will be placed on site Friday night and removed Sunday night. Local Boy Scouts have been secured
to handle trash the entire weekend Bins will be dumped Sunday night and removed Monday morning.
First AidlLost & Found - Tent near children's area clearly marked and staff by EMf and nurses.
Car Show - in the Dublin Place Cinema lot (see hold harmless attached). Ford Mustangs will be featured on Saturday and
Corvettes on Sunday. Move-in and out will happen prior to Festival opening and after close.
Security - Security will be provided by GoodTimes overnight on Friday and Saturday from 7:00 p.m until 6:00 a.m. We
have met with the Dublin Police Department and they are providing daytime security for a fee to be paid by GoodTimes.
Alcoholic Beverages - GoodTimes has met with Dublin Police and requested that festival attendees be allowed to carry
beverages throughout the festival area GoodTimes will have people monitoring the area to ensure no one leaves festival
with beverages and signs will be prominently displayed at each driveway/walkway at festival.
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