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HomeMy WebLinkAbout8.1 Dublin Arts Center Operations Overviewr DUBLIN CALIFORNIA STAFF REPORT CITY COUNCIL DATE: October 3, 2023 TO: Honorable Mayor and City Councilmembers FROM: Linda Smith, City Manager Agenda Item 8.1 SU B.ECT: Dublin Arts Center Operations Overview Prepared by: BridgetAmaya, Assistant Parks & Community Services Director EXECUTIVE SUMMARY: The City Council will receive an overview of the planned operation of the Dublin Arts Center. STAFF RECOMMENDATION: Receive the report. FINANCIAL IMPACT: There is no financial impact associated with this report. Fees, expenses, and revenues depicted in the operations guide are estimates. All fees and budget projections will be approved per the City's budget and fee schedule process. DESCRIPTION: Background In October 2019, the City Council approved an agreement with Group 4 Architecture Research and Planning, Inc. to develop the old Police Services wing of the Civic Center Complex, encompassing 13,500 square feet of the Civic Center, into the Dublin Arts Center. The center will include a black box theater, an art gallery, and program spaces, including a dance studio, an arts and crafts room, a mixed media space, a music studio, and an art yard/ceramic studio. On May 19, 2020, the City Council approved the schematic design of the proposed Dublin Arts Center. Since then, City Staff and Group 4 have been working through the design development process. In 2021, Staff began conducting research and compiling feedback from the Heritage and Cultural Arts Commission (HCAC) to draft an operations guide to outline guiding principles, strategies, and programming for the Dublin Arts Center. Additionally, on June 7 and September 20, 2021, The Parks and Community Services Commission (PCSC) provided feedback and suggestions for items to incorporate into the plan. Page 1 of 5 639 In February 2022, an ad hoc committee was created, comprising members from the HCAC, PCSC, the Youth Advisory Committee, and the Senior Center Advisory Committee. This committee reviewed the draft operations guide and provided comments for inclusion. On November 10, 2022, the HCAC recommended the Dublin Arts Center Operations Guide as presented. As more research and data have been acquired, minor non -substantive changes have been made to the plan. Dublin Arts Center Operations Guide This document aims to outline guiding principles, strategies, and programming to assist Staff in maximizing the utilization of spaces and guide the operations of an efficient facility that minimizes General Fund subsidies. The document highlights the facility's planning approach, strategies, marketing, operations, management, and projected financials. With the main goals of the facility being accessibility for all and building connections to the arts community, Staff intends to focus on collaboration with quality instructors, artists, and engaging with community members and organizations in Dublin and surrounding communities. In preparation for the opening of the Dublin Arts Center, Staff have been actively researching and analyzing best practices of nearby theaters and cultural arts centers. Staff has collected policies and procedures from such facilities and regularly communicates with them to learn from experiences and enhance Dublin's presence in the arts community. This will be an ongoing process well after the center's opening day. These facilities include: • Bankhead Theater - City of Livermore • Dougherty Station Community Arts Center and Galleries - City of San Ramon • Firehouse Art Center and Gallery - City of Pleasanton • Lesher Center for the Arts - City of Walnut Creek • Mertes Center for the Arts, Los Positas College - City of Livermore • Mountain View Center for the Performing Arts - City of Mountain View • Olive Hyde Art Center and Gallery - City of Fremont • The Grand Theater and Gallery - City of Tracy • Village Theatre and Gallery - Town of Danville As part of the Operations Guide, Staff is drafting a detailed marketing plan to create a constant presence that will appeal to the community and respond to needs and interests. This will include a website specific to the Center, inserts in the existing activity guide, social media, broad theatrical season announcements, and collaborations with partners. The Dublin Arts Center will typically be open from 8:00 a.m. to 8:00 p.m., Monday through Saturday, and Sundays from 8:00 a.m. to 5:00 p.m., to accommodate programs, classes, workshops, performances, exhibits, and facility rentals. The facility will be operated by full-time staff during traditional office hours, as the Parks and Community Services offices will be located on the second floor. On weeknights and weekends, part-time staff will be utilized for general facility needs. These Page 2 of 5 640 hours could be expanded for facility rentals or class schedules, with additional staffing costs covered in facility rental or class/activity revenue. Classroom/Program Spaces Program spaces will be utilized for City -sponsored classes and activities as well as co -sponsored events such as paint/poetry nights, workshops, afternoon drop -in art events, and historian chats. Additionally, these spaces may serve as meeting spaces for various arts groups to foster connections among creative Dublin residents. Staff are also actively researching ceramic studio guidelines as well as the use of environmentally safe art supplies and equipment to reduce the ecological impact of the programs. This may include water -based paints, natural pigments, recycled paper and canvas, eco-friendly brushes, natural and recycled sculpture materials, non- toxic glues and adhesives, soy -based inks, and recycled art supplies. The department will solicit experienced and knowledgeable instructors who will be compensated 60% of the resident rate, while the City will retain the remainder. Classes currently secured are watercolor painting, calligraphy, theater and improvisation, anime and magna drawing, hip hop, toddler ballet, break dancing, tap dance, and clay art, with interviews scheduled with instructors for digital art, succulent creation, music ensembles, visual storytelling, spoken word art, Bollywood dance, sewing, theater arts, mandala art, felt making, abstract art, color theory, self - portraiture and more. The estimated revenue projections noted in the Operations Guide are based on the current average number of participants and class prices for the department's existing art and dance classes. Precinct Black Box Theater Named to commemorate the old Police Services wing of the Civic Center, the Precinct Black Box Theater is expected to support a variety of productions, rehearsals, and events for smaller -scale performances of up to 150 people. Utilizing a combination of the department's amenity -based fee schedule and researching competitive market rates of similar facilities, Staff has determined a base rate to start the fee development process. The table below illustrates similar -sized theaters and their base or resident rental rates. Rates may have a sliding scale determined by the day of the week and rental type. The estimated revenue projections noted in the operations guide are based on the highlighted rate noted below. TABLE 1: Base NAME Firehouse Theater Front Row Theater Mertes Center for the Arts (Black Box) Precinct Black Box Theater Second Stage (Black Box) Studio Theater (at the Grand) Village Theatre Vukasin Theater (Lesher Center) Rental Rates of Local Theaters LOCATION Pleasanton San Ramon Los Positas College Dublin Mountain View Tracy Danville Walnut Creek BASE RATE $145 hr $44 - $75 hr $125 hr 1 $130 hr $50 hr $53 hr - $73 hr $70 - $96 hr $60 - $140 hr CAPACITY 220 90 75 125 212 110 245 133 Page 3 of 5 641 Gallery 180 Gallery 180 is named as a tribute to the unique shape of the Dublin Arts Center within the distinctive 360-degree Civic Center, which plays an essential role in the overall harmony of the facility. The gallery space will support an exhibition program for small to medium audiences and will traditionally be open during regular operating hours. As Staff continues to research operating procedures, the table below represents an initial cost comparison with similar facilities, including artist submission fees and cost -sharing percentages for art sales. The estimated revenue projections noted in the operations guide are based on the highlighted rates noted below. TABLE 2: Art Gallery Rates NAME LOCATION SUBMISSIONS FEE COST SHARING Alcosta Senior Center Gallery San Ramon $30 20% Bankhead Theater Gallery Livermore $25 30% Dougherty Station Gallery San Ramon $30 20% Gallery 180 Dublin $30 30% Grand Theatre Tracy $0 20% Harrington Gallery Pleasanton $30 30% Lindsay Dirkx Brown Gallery San Ramon $55 20% Olive Hyde Art Gallery Fremont $30 40% Village Theatre Gallery Danville $35 40% Staff will continue to focus on facility programming, marketing, operations, and partnerships to best prepare for the doors opening in 2024, with an intent to assess fees, staffing levels, policies, and procedures annually, including the planning of a public forum to occur in February of 2025 to solicit insight and recommendations for future activities and operations. Construction Status On September 20, 2022, City Council awarded the Dublin Arts Center construction contract to Strawn Construction, Inc. The contractor's team has completed the demolition and the majority of light gauge metal framing to define interior spaces. Work is continuing on the building systems which include electrical, communications, plumbing, HVAC, and fire prevention. The contractor is also working on structural steel modifications, the roof and thermal insulation system, and exterior sitework along the westerly side of the building. The next phases of construction include installing window and door frames, hanging drywall, and installing roof -mounted equipment for the HVAC system. Construction is currently on budget, with completion anticipated in late spring 2024. STRATEGIC PLAN INITIATIVE: None. NOTICING REQUIREMENTS/PUBLIC OUTREACH: The City Council Agenda was posted. Page 4 of 5 642 ATTACHMENTS: 1) Dublin Arts Center Operations Guide Page 5 of 5 643 I1,t DUBLIN CALIFORNIA Attachment I CITY OF DUBLIN PARKS AND COMMUNITY SERVICES DEPARTMENT DUBLIN ARTS CENTER OPERATIONS GUIDE This page intentionally left blank. 645 CITY OF DUBLIN PARKS AND COMMUNITY SERVICES DEPARTMENT DUBLIN ARTS CENTER OPERATIONS GUIDE - OCTOBER 2023 - 9/27/2023 646 This page intentionally left blank. 647 TABLE OF CONTENTS Executive Summary 5 City Mission and Vision 7 Planning Approach 8 Strategies 9 Marketing Plan 10 Operations and Management Plan 12 Financial Model 19 Conclusion 25 Table of Contents sre Dublin Arts Center Operations Guide 648 This page intentionally left blank. 649 EXECUTIVE SUMMARY This document aims to outline guiding principles, strategies, and programming for the Dublin Arts Center (DAC), assist staff in maximizing the utilization of spaces, and guide the operations of an efficient facility that minimizes general fund subsidies. The DAC will be operated by the City of Dublin's Parks and Community Services Department and will serve as the hub of Cultural Arts programming. The DAC will focus on the arts and become a true cultural asset in Dublin. Ideally, it will be a place where children, young people, adults, and seniors can meet to engage with people of similar interests. In addition to exhibitions in the art gallery and small-scale performances in the black box theater, the Center will offer programming for all ages, including photography, painting, ceramics, creative writing, filmmaking, drama, music, sculpture/3D art, and crafts. GOALS Access — Everyone should be able to create, exhibit, perform, and experience art. We are dedicated to those who live, work, study, and play in Dublin and surrounding communities. The DAC will strive to provide artistic opportunities regardless of race, sexuality, gender, and socioeconomic demographic. We will provide accessible, affordable performance, rehearsal, and education spaces to support community and youth development. We will proactively recruit instructors and class offerings representing Dublin's diverse cultures and ethnicities. Executive Summary sqs Dublin Arts Center Operations Guide 650 Collaboration — We believe our success is tied to our instructors, artists, and community members. Our primary commitment is to support, elevate, and engage organizations and individuals in, from, and serving Dublin neighborhoods. We will collaborate and coordinate with local, regional, and national partners to serve our community. We will accommodate a broad array of high -quality arts programming that responds to demand from Dublin residents and the surrounding Tri-Valley, as well as trends in art programming. Trust — The DAC is a haven to create and explore art and community. We will be trusted partners with growing artists and arts organizations, empowering youth and building community. We intend to maintain a high -quality, multi -purpose facility with amenities that have the highest degree of functionality. We will operate on a sound financial basis to ensure a sustainable funding requirement that minimizes a general fund subsidy. 6 Dublin Arts Center Operations Guide sre Executive Summary 651 CITY MISSION AND VISION MISSION The City of Dublin promotes and supports a high quality of life, ensures a safe and secure environment, fosters new opportunities, provides equity across all programs, and champions a culture of diversity and inclusion. VISION Dublin is a great community to live, work, and raise a family. Dublin values: Safety I We are dedicated to excellent public safety resources, including police and fire. Finances 1 We will strive to be fiscally transparent and balance our budgets annually. Inclusivity 1 We will advocate for programs and policies that support inclusive access to housing and cultural opportunities. Diversity I We will support a wide range of programs and events that reflect and cater to the diversity of our residents. Equity I We will deliver our services in a way that ensures equitable access to all. Innovation I We will continue to innovate in every aspect of government and promote innovation within the business community. Customer Service I We will provide welcoming, excellent customer services to our residents and businesses at all times. Living an Active Lifestyle I We will continuously promote an active lifestyle through our parks and facilities and encourage participation in local sports. History I We will honor our history through places and programs that remind people of our beginnings. Business I We will provide a full spectrum of opportunity by supporting current and prospective businesses through ongoing economic development efforts and helping them grow and thrive locally. Environmental Sustainability I We will continue to lead in building a well -planned sustainable community and protecting our natural resources. City Mission and Vision *Is Dublin Arts Center Operations Guide 652 OE PLANNING APPROACH In considering the City's mission, values, needs, opportunities, and potential viability of a cultural arts center, extensive research and analysis were completed. In 2016, both a feasibility study and a needs assessment were completed. In 2019, the City of Dublin contracted with GreenPlay, LLC, to update its Parks and Recreation Master Plan. This process included a community survey that solicited input on cultural arts programs and activities. These assessments focused on the City's mission, values, needs, opportunities, and the potential viability of a Cultural Arts Center. Input and feedback from the City's Heritage and Cultural Arts Commission and Parks and Community Services Commission were gathered. The Commissions examined comparable facilities and considered organizational structure, annual revenue, and expenses; revenue sources; and program types and sizes incorporated into the facility's layout, programming plans, and ultimately the final design of the DAC. DOWNTOWN CONNECTION After years of hearing from the community about the need to create a Downtown in the City of Dublin, the City Council unanimously approved the Downtown Dublin Preferred Vision. Its main principles were the siting of a town square and enhancing the character of Downtown Dublin. With the site of the DAC being less than a mile from the future "social center," it will certainly assist in the path forward to a main street experience in the following ways: • Restaurants may open, expand, and prosper in service to audiences before and after performances. • More retail businesses may open in response to street and pedestrian activity between the DAC and the downtown area. 8 Dublin Arts Center Operations Guide !e Planning Approach 653 STRATEGIES The DAC is an approximately 13,500 square -foot facility that will feature a black box theater, an art gallery, an arts and crafts classroom, a mixed media classroom, an arts yard, a ceramics studio, a dance/fitness studio, a music room, and a small catering kitchen. Basic strategies for the DAC are as follows: GALLERY 180 Exhibitions — The DAC will become the site for year-round art exhibitions. The gallery space will support an exhibition program for small to medium audiences, with exhibition space leaking into the rest of the facility, including hallways and other appropriate spaces to tie cultural arts into the entire facility. PRECINCT BLACK BOX THEATER Performances — The black box theater is expected to support a variety of productions, rehearsals, and events for smaller -scale performances. It may also house small acting and theater classes and will be available for private rentals. CLASSROOMS/MEETING SPACES Education — Designed for learners of all ages. Depending on community interests, a focus on topics from creative writing to painting, sketching, photography, filmmaking, music, and digital arts. Additionally, these spaces will serve as meeting spaces for various affinity groups within the arts to foster connections among creative Dublin residents. It will be a priority to allow for no - cost use of the spaces throughout the week during regular business hours. A schedule will be determined after observing DAC visitor traffic and usage. COMMUNICATIONS The DAC will function as a clearinghouse for arts information in Dublin, offering a comprehensive web -based calendar of arts events. We will work to establish a cultural arts information website that lists programs, classes, and events that becomes the central source of information for cultural arts programming at the DAC. Strategies sPts Dublin Arts Center Operations Guide 9 654 MARKETING PLAN A detailed marketing plan will be created as audience development and customer databases are crucial to the success of the DAC. The frequency and diversity of the DAC's programs are key to the growth of clientele and should appeal to the community. Staff will strive to create a constant presence in the minds of this clientele and respond to their needs and interests. Developing a community of clientele and supporters through email lists and social media is essential. i. The branding and positioning of the facility and its programs should stress the following attributes: a. The DAC is a unique cultural venue in terms of its programs and character. b. The DAC supports various programs for all local and regional residents. c. The DAC is easy to find, close to the future Downtown Dublin, located in a safe area, has ample parking, and is professionally staffed. i. A website specific to the DAC will be the hub of all communication and demonstrate the brand and roster of offerings. It will be the DAC's most important communication tool, allowing residents and art lovers access to the DAC's registration system, information on the gallery, black box theater, facility rentals, and DAC offerings. The website will be up- to-date and clear. Dublin Arts Center Operations Guide sits Strategies 655 ii. Along with a website, existing activity guide, and use of social media, print advertising and collaboration with partner organizations should be considered. Efforts should be made to begin partnerships with media outlets focused on outreach to prominent cultures in the City of Dublin and the region. Radio advertising, bus shelters, bus tails, street banners, etc. should also be considered. The type and frequency will be adjusted depending on the type of offering. Given the proximity of the DAC to the 580/680 freeway interchange and BART, advertising should also be considered in transit stations, centers, and corridors. iii. Leading up to the opening of the DAC, an effort will be made to have programs, events, and other offerings ready for that season. These will help build community excitement and pride and lead to audience development and customer databases. iv. Once the DAC is established, broad season announcements will be developed to complement the Parks and Community Services Department's existing activity guide. These seasonal announcements could be posters and flyers communicating gallery exhibits, performances, and other offerings. Marketing for small, individual, or one-off programs, should take place but may only be in the form of digital marketing. v. Staffwill work closely with the Senior Advisory Committee, the Youth Advisory Committee, the Parks and Community Services Commission and the Heritage and Cultural Arts Commission to foster outreach ideas and keep connections with all demographics in Dublin and the region. Thus far, strategies include morning video announcements at Dublin's high and middle schools, communicating with school clubs, and working closely with art teachers. Marketing Plan ste Dublin Arts Center Operations Guide 11 656 OPERATIONS AND MANAGEMENT PLAN The Parks and Community Services Department will develop and manage the DAC's programs with staff dedicated to the DAC. HOURS OF OPERATION The DAC will typically be open from 8:00 a.m. to 8:00 p.m., Monday through Saturday, and Sundays from 8:00 a.m. to 5:00 p.m., to accommodate programs, classes, workshops, performances, exhibits, and facility rentals. The facility will generally be operated by full-time staff during traditional office hours. It will transition to part-time staff to tend to general facility needs on weeknights and weekends. These hours could be expanded pending facility rentals or class schedules, with additional staff costs covered in facility rental or class revenue. FACILITY RENTALS The DAC should be available for rental to the community at large, including arts groups for rehearsal and performance, residents, civic organizations, businesses, and individuals who may need the space for meetings or events. City programs will be planned and booked 12-18 months in advance, with remaining available spaces open to the public on a first -come, first -served basis. Explicit policies for facility rentals are already in place within the department's existing facilities and will be utilized in the new DAC. Further policies will be established to guide the operation of the gallery and theater spaces as the department does not have existing facilities similar to this. Fees for DAC rentable spaces will be determined using the department's amenity -based fee schedule, which formulates the square footage of each space with the amenities available. Additionally, staff will review costs for similar spaces in the region to ensure the DAC's fees coincide with like spaces in other cities. Ultimately, rental rates will cover direct costs, which can be tied to the space, such as staff and equipment, and indirect costs, such as building maintenance and utilities. Rates may be discounted for non-profit organizations but will cover the direct costs of the facility rental. Utilizing existing facility rental procedures, staff will develop guidelines for DAC rentals that will include vendor requirements, insurance requirements, user manuals for equipment, necessary permits, contracts/agreements, equipment inventory, maintenance schedules, replacement schedules, room layouts, fee schedules, rental maximums/minimums, alcohol use, outside permitting requirements, room capacities for all styles of seating, facility staff manuals, cancellation policy, and general facility rules to be established six months prior to opening. 12 Dublin Arts Center Operations Guide Ore Marketing Plan 657 PRECINCT BLACK BOX THEATER The DAC will be home to a theater space of approximately 2,000 square feet with a maximum capacity of 150. A black box theater is defined as a simple indoor performance space with level floors and plain walls, purposely designed to provide flexibility in configuration. i. The black box theater will feature a variety of programs, including City -sponsored performances, private performances, contract programming, and private rentals or indoor film festivals. Booking for the venue will typically occur a year or more in advance. Rental rates will be established based on user type. These uses include City -sponsored ticketed events and co -sponsored events with outside organizations. a. Private use for performing arts that includes performance and rehearsal time. Rates could vary depending on time/type of use and if open to the public or invite only. b. Private use for social events such as birthdays and other celebrations. i. Rental rates for the black box theater could include hourly rental rates, revenue sharing, and equipment rental/use fees. i. The black box theater will be outfitted with lighting, sound, and other theatrical equipment to best serve the needs of user groups. This equipment will be used by an approved audio/ visual professional, with staffing costs passed onto the facility user. i. Consideration will be given to users/groups booking a series or multiple theatrical performances requiring reservations to be secured more than a year in advance. ii. The City will use existing registration platforms to manage ticketed performances for City and City -sponsored events in the theater space. Upon request, the City will use existing registration platforms to help manage ticketed performances for outside organizations, with administrative and payment processing costs passed on to outside groups and/or revenue sharing in these instances. Additionally, staffwill explore ticketing platforms that may create a more seamless purchase experience for reserved seating within the black box theater. Operations and Management Plan 0!e Dublin Arts Center Operations Guide 658 GALLERY 180 The DAC will be home to a dedicated gallery space of approximately 600 square feet. The gallery will traditionally be open during regular operating hours. iii. Additional staffing for the gallery space is generally not required. The front desk staff and a video security system will provide adequate supervision. It is recommended that a volunteer/docent program be established to supplement supervision and enhance the experience for gallery visitors. This could be done in partnership with arts organizations and individual volunteers. The gallery may also be opened while performances are taking place in the theater space of the DAC. It's recommended that a volunteer/docent be present during these times. In the absence of a volunteer, the part-time staff assigned to the rental can oversee the area and the remainder of the facility. iv. Staff should plan on curating approximately six exhibits per year, with at least one being youth -based and one being a juried exhibition. This will allow each exhibit to be on display for 6-8 weeks and for preparation time in between exhibits. Exhibitions by more prominent artists may last longer than 6-8 weeks, while exhibitions by local community groups may be shorter. Additionally, staff should look into exhibits that feature specific mediums by multiple artists and "member exhibitions" that could highlight local arts organizations. Staff will create standards to determine prominent or professional artists versus amateur or community -based artists. Opening receptions/events for exhibition openings should be planned. Staff could also research costs and information on traveling or touring exhibitions to attract audiences and promote access to knowledge and materials that may not be available locally. To ensure visual diversity and continuous use of the gallery, upon confirmation of City-curated exhibitions, staff may contact local partners to provide dates for the remaining blocks. v. Artist submissions to be considered for the gallery space will be accepted, with a "Call for Artists" conducted annually if necessary. Generally, the gallery will be scheduled a year in advance. Artists, to ensure commitment, will be required to pay a nominal fee for their submission. This fee will be similar to those of like venues and will be listed in the City's Master Fee Schedule. The establishment of an ad -hoc gallery selection committee should be established. With staff oversight, this committee may accept and deny submissions. Gallery submissions will be accepted regularly, and the schedule will be coordinated with 14 Dublin Arts Center Operations Guide Ore Operations and Management Plan 659 artists once submissions are confirmed. The ad -hoc committee shall include representation from: • Heritage and Cultural Arts Commission • Community -at -large • Members of other local arts -based organizations vi. Sales of exhibition pieces in the gallery space are encouraged. The City will retain a percentage of all sales. The percentage will be listed in the City's Master Fee Schedule (generally, The City would retain around 30%). While artwork can be sold, it will not be removed from the display until the exhibition concludes. A sold tag will be placed on items that have been purchased, and reconciliation will take place with purchasers and artists at the end of the exhibition period. vii. Adequate display equipment shall be invested in and provided. This includes systems to display different artwork mediums and fully adjustable pedestals, wall mounting systems, and lighting. City staff and artists will work collaboratively to identify needs with no guarantees the City will make equipment available. More capability will allow for a broader range of exhibits. viii. Galley space may also be used for gallery talks, artist spotlights, and temporary pop-up exhibitions. CLASSROOMS/PROGRAM SPACES Classroom spaces may be utilized for City -sponsored classes via independent contract instructors to offer various year-round cultural arts programs for all skill levels and ages, from preschool to seniors. The City will manage and collect program registrations on behalf of independent contractors. Program spaces may also be used for programming affiliated with the City's Poet Laureate and Historian. The department will solicit experienced and knowledgeable instructors to maximize the use of program -specific rooms. Instructors will be compensated 60% of the resident rate, while the City retains the remainder. Programming will primarily be scheduled during the DAC's business hours, with occasional evening and weekend classes. One Part-time temporary Recreation Aide will be needed to monitor the facility and manage room set-ups for multiple program spaces. Operations and Management Plan 0!e Dublin Arts Center Operations Guide 660 1. Dance and Fitness Studio (1,172 square feet) Instructors specializing in dance and dance fitness classes will be prioritized for this class space, including but not limited to ballet, contemporary, jazz, modern, tap, tot tumbling, hip -hop, balance and agility, parent and me, Bollywood, Irish dance, belly dancing, Zumba, aerobics, Pilates, and tai chi. For successful reoccurring instructors, tiered classes will be offered each season. 2. Black Box Theater (1,970 square feet) Classes will include musical theater, drama and acting, improv, public speaking and debate, Ted Talk, performing arts, and spoken word and presentation. Single -day final performances for sessions of performing arts, dance, and theater classes may also be occasionally performed if scheduling allows giving the black box theater more exposure. Classes and programs will need to be coordinated around live performances offered by the City and partnering organizations. 3. Arts and Crafts Room (577 square feet) and Mixed Media Room (914 square feet) These classrooms allow for various art categories such as origami, poetry, calligraphy, comic book creations, floral, basketry, crochet, jewelry making, drawing, mixed media, TV and Film, color pencil, printmaking, portrait, painting, bookmaking, creative arts, graphite drawing, architecture and design, iPad and iPhone artistry, coding and computer science, visual arts, digital art, and photography, creative writing, science and arts educational classes, and music history. 4. Music Studio (220 square feet) Private or small group lessons in vocals, guitar, bass, violin, keyboard, drums, percussions, folk instruments, and other orchestral instruments. 5. Ceramics Studio (1,232 square feet) and Arts Yard (1,029 square feet) The ceramics studio is a garage -like space with a large access door leading to the arts yard, a completely outdoor space. Classes could occur in either area, pending weather and air conditions, class materials, and class sizes. Examples of classes staff would recruit instructors for include acrylics, clay, watercolors, oils, ink wash, machining, pottery, electronic art, woodworking and tinting, robotics, 3D printing, 3D modeling, multimedia, sculpture, tapestry, mosaic, stained glass, and pop/street art. Single -day events will be offered each season to attract new patrons, such as Paint Night, Workshops, Still Life painting, etc. Either space could also feature a ceramics open studio for teens and adults to utilize City -owned electric kilns, wheels, and slab rollers for a fee. Staff will look into the management of an open studio with regard to storage, materials for sale, fees, and processes. Additional research is needed regarding jewelry, photography, and printmaking studios. 16 Dublin Arts Center Operations Guide Ore Operations and Management Plan 661 6. Catering Kitchen (229 square feet) The DAC includes a small kitchen that should be available for various uses. This is a catering kitchen intended to centralize food delivery during events in the gallery and theater spaces. Additional benefits could include small group cooking demonstrations, but the kitchen is inadequate for more traditional cooking classes. Rental rates adjacent to a gallery or Black Box rental may be established for this space. STAFFING AND VOLUNTEERS The DAC will be home to the administrative offices of the Parks and Community Services Department. Existing staff will be utilized in the operation of the DAC, including management by the Assistant Parks and Community Services Director. The following are short job descriptions for key positions with percentages of their salary associated with the operations of the DAC. i. Existing Staff a. Assistant Parks and Community Services Director: General oversight of all operations. b. Recreation Supervisor: Manage the art gallery and black box theater, staff and volunteers, private rentals, single -day events, and facility maintenance. c. Management Analyst I: Solicit independent contract instructors and manage contract programs and DAC budget. d. Senior Office Assistant (2): Provide customer service to visitors, perform general clerical duties, front desk operations. e. Recreation Leader: Monitor the facility during evening and weekend hours. Provide customer service to visitors and support to programs. f. Graphic Design and Communications Coordinator: Create graphics for the DAC and various marketing tasks. g. Management Analyst II: Monitor the DAC budget, conduct research, and analyze data of the DAC. h. Audio -Visual Specialist: Perform complex hardware and software installations and assist with the design, installation, troubleshooting, and repairs for DAC equipment connected to A/V systems, including microphones, sound speakers, video screens, sound and mixing boards, and other related items. ii. Contracted Staff a. Sound and Light Technician: Staff will solicit sound and light technicians to be compensated by the user. b. Class Instructors: Staff will solicit instructors for classes on a contract basis, to be compensated through program fees. Operations and Management Plan 0!e Dublin Arts Center Operations Guide 17 662 iii. Volunteers are critical to the operation of a successful DAC. Though the DAC must have professional staff, developing a volunteer program with volunteer advocates is important. It should also be noted that volunteers should have adequate training and be adequately supervised to ensure the operational goals of the DAC are maintained. iv. Youth Volunteers, particularly those in high school, including members of the Youth Advisory Committee, must be partners and advocates for the DAC and will play a large role in reviewing submissions for the annual youth exhibit. Additionally, participants in the Dublin LEAD (Leadership, Experience, and Development) program (which fosters leadership skills, assists in job experience, and aids in personal development), who have interests in cultural arts may volunteer in a multitude of ways. PARTNERSHIPS Working collaboratively with existing cultural arts organizations and other public and private agencies is important to ensure a broad array of programming for all demographics and abilities. Staff should work to build and keep close relationships with partners, including the local library, arts organizations, schools, and businesses that can collaborate with the City to ensure arts are an integral part of the fabric of life in Dublin. Close partners will assist in gaining a better understanding of diverse cultures and ideas that, over time, will establish the nucleus of community -based cultural groups and artists and, above all, assist in the City's mission to champion a culture of diversity and inclusion. 10 Dublin Arts Center Operations Guide Ore Operations and Management Plan 663 FINANCIAL MODEL Tables and data below project activity and financial performance with a goal to recover direct and indirect costs and regain the costs of any expenses related to the DAC. Projections and fees in the financial model have educated assumptions to aid in planning facility operations and are not final. Fees, rates, and facility budget will be presented to the City Council per the traditional budget procedure. REVENUE The DAC's revenue will come from program fees, exhibitions, facility rentals, and sponsorships. This plan establishes a revenue goal of approximately $781,266 in the first full year to help offset expenses. The DAC anticipates offering a full range of programming to generate revenue to support the facility's costs. The first year's operating budget is based on the following assumptions, derived from fees charged to a traditional Dublin resident or group (base rate). The City's Master Fee Schedule typically exhibits a range of fees based on a percentage for different customer types. Public Agencies and non-profit organizations, such as churches and schools, are generally charged lower rates. In contrast, non-residents or commercial users are charged fees at the higher end of the scale. It is anticipated that not -for -profit agencies will see lower facility rental fees estimated at a reduction of no more than 15%. Anything higher would impact the City's ability to recover costs completely and would be considered a subsidy. REVENUE GENERATION BREAKDOWN BY PROGRAM A. Gallery 180 Six to eight exhibitions per year. i. Estimated five artist submissions per exhibit x $30 application fee = $150 per exhibit x an average of seven exhibitions at $1,050 for the first year. Fees could vary, including reduced or no -cost rates for youth exhibits and adjusted rates for group exhibitions. Fees may be waived entirely for shows curated by others. i. Cost sharing of art and merchandise sales. Artists set fees, and City retains 30% of any sales. The first year is estimated at $2,000. ii. A daily rate should be considered for exhibitions not curated by the City that wishes to showcase artwork/images for more than one day, and may negate the proposed hourly rate listed on page 21. The Gallery may be rented in between exhibitions for smaller events and art shows. It is estimated there will be four rentals in the first year, for a total estimated revenue of $1,040. Operations and Management Plan 0!e Dublin Arts Center Operations Guide 19 664 B. Black Box Theater Private performance rentals that utilize the venue as a performance space will generate an estimated $96,720 annually. This is estimated at $130/hour for an average of 12 hours or $1,560 per rental for weekends and six - hour rentals for rehearsal time on weekdays. This revenue could increase until maximum utilization of the facility is achieved. i. Weekend Performance Rentals: 50 rentals x $1,560 = $78,000 ii. Rehearsal Time: 24 rentals x $780 = $18,720 City co -sponsored performances may occur where revenue from ticket sales is shared with a partner organization. This would equate to four shows per month (weekdays and weekends), generating an estimated $24,000 per year. Revenue could fluctuate based on performance type, as some shows might be community -based and have lower ticket prices, while others might be more specialized and carry a higher ticket price. Additional City expenses, including theater staff, would be considered before a net revenue and cost -share were finalized. Private rentals for social gatherings would also be available, which differ from performance rentals as these are social events that don't utilize the space and its performance capabilities. These rentals would fill dates not booked with performances and could generate an estimated $4,680 annually, or $780 per rental ($130/hour for six hours). This revenue could increase until maximum utilization of the facility is achieved. i. Private social gatherings: 6 rentals x $780 = $4,680 C. Additional Spaces — Activities and Facility Rentals Additional space revenues for activities are based on monthly projections using the average number of participants and class pricing averages that have trended in the Parks and Community Services Department over the past few years. The hours allocated to programming are based on how many classes per week can be programmed into each space and designated room occupancies. To account for holidays and other major events, 11 months is used to determine the projected revenue for the first full year, with the arts yard, averaged at nine months per year in case of inclement weather. The table below outlines the expected revenue for classes/activities, with the City receiving 40%, totaling $235,600. 20 Dublin Arts Center Operations Guide i s Financial Model 665 Table 1: Additional Program Space Annual Program Revenue Projection CLASSROOM Dance and Fitness Studio Arts and Crafts Room Mixed Media Room Music Studio Arts Yard Ceramics Studio Black Box Theater Classes DAYS PER WEEK 5 5 5 4 5 5 HOURS PER DAY 5 3 3 3 3 3 MONTHS PER YEAR 11 11 11 11 9 9 11 PARTICIPANTS (average) 8 6 6 3 8 8 10 CLASS PRICE (average) $ 90 $ 80 $ 80 $150 $ 70 $ 70 $100 TOTAL REVENUE $ 198,000 $ 79,200 $ 79,200 $ 59,400 $ 75,600 $ 75,600 $ 22,000 TOTAL ili $589,000 Facility rental revenues were estimated with a base rate of ten cents per square foot, with an additional cent added for amenities in each room and the estimated number of rentals per year. Prior to final projections and inclusion in the Master Fee Schedule, staff will also research the market rate for like spaces. Dance and Fitness Studio 12 rentals x $130 per hour x 6-hour rental = $9,360 Catering Kitchen 24 rentals x $35 per hour x 6-hour rental = $5,040 Arts and Crafts Room 12 rentals x $70 per hour x 6-hour rental = $5,040 Mixed Media Room 12 rentals x $110 per hour x 6-hour rental = $7,920 Music Studio (rent for private lessons) 24 rentals x $26 per hour x 4-hour rental = $2,496 Arts Yard 12 rentals x $30 per hour x 4-hour rentals = $1,440 Ceramics Studio 12 rentals x $135 per hour x 4-hour rental = $6,480 Gallery 180 4 rentals x $65 per hour x 4-hour rental = $1,040 D. Additional Income Additional income will be solicited for an annual sponsorship campaign with a goal of $25,000 to assist in the facility's cost recovery. Staff will research and consider permanent or temporary naming rights for the black box theater or other spaces. Other corporate sponsorship possibilities Financial Model sits Dublin Arts Center Operations Guide 666 include exclusive entertainment opportunities, targeted access to key demographics, and inclusion in advertising campaigns, brand transfer by establishing connections to fine visual or performing art and prominent onsite presence. Table 2: Annual Revenue Projection SPACE REVENUE SOURCE Black Box Theater Rentals PROJECTED REVENUE JULY 1- JUNE 30 $ 4,680 Co -sponsored Revenue Sharing $ 24,000 City/Private Performances $ 96,720 Classes/Activities $ 22,000 Gallery 180 Artist Submission Fees $ 1,050 Art and Merchandise Sales/Revenue Sharing $ 2,000 Rentals $ 1,040 Dance and Fitness Studio Rentals $ 9,360 Arts and Crafts Room Mixed Media Room Classes/Activities $ 198,000 Rentals Classes/Activities $ 5,040 $ 79,200 Rentals $ 7,920 Music Studio Ceramics Studio Classes/Activities $ 79,200 Rentals Classes/Activities $ 2,496 $ 59,400 Rentals $ 6,480 Classes/Activities $ 75,600 Arts Yard Catering Kitchen Additional Income Rentals $ 1,440 Classes/Activities $ 75,600 Rentals $ 5,040 Sponsorship Campaign $ 25,000 TOTAL $ 781,266 Dublin Arts Center Operations Guide i s Financial Model 667 Table 3: Annual Revenue Projection Summary REVENUE SOURCE 1 1 1 PROJECTED REVENUE JULY 1- JUNE 30 Art and Merchandise Sales/Revenue Sharing $ 2,000 Artist Submission Fees $ 1,050 City/Private Performances $ 96,720 Classes/Activities $ 589,000 Co -sponsored Revenue Sharing $ 24,000 Rentals $ 43,496 Sponsorship Campaign $ 25,000 TOTAL $781,266 OPERATING EXPENSES Staffing The Parks and Community Services main offices and staff will transition from the Civic Center to the second floor of the DAC. This will minimize the addition of some startup costs as the department will conduct day-to-day business out of the new location utilizing existing staff. The existing department's position allocation will change to reflect the percentage of time that existing staff will spend in the operations of the DAC. The DAC will typically be open from 8:00 a.m. to 8:00 p.m. Monday through Saturday and Sundays from 8:00 a.m. to 5:00 p.m. Part-time staff will be utilized Monday through Friday from 5:00 p.m. to 8:00 p.m., Saturdays from 8:00 a.m. to 8:00 p.m., and Sundays from 8:00 a.m. to 5:00 p.m. Financial Model sits Dublin Arts Center Operations Guide 668 Maintenance and Utility Costs Maintenance and utility costs were projected based on the square footage of the current footprint of the DAC, utilizing past expenditures while the facility was home to Dublin Police Services. It is anticipated that costs will be similar. Table 4: Annual Expenditure Projection EXPENSE — BASED ON DUBLIN CIVIC CENTER SQUARE FOOTAGE Utilities Full-time Staff Costs Part-time Staff Costs Independent Contractor Costs Marketing/Program Costs Building Maintenance Costs Maintenance Contract (MCE) I TOTAL PROJECTED EXPENDITURE JULY 1- JUNE 30 $ 40,000 $ 187,909 $ 30,000 $ 353,400 $ 10,000 $ 40,000 $ 120,000 $ 781,309 Dublin Arts Center Operations Guide i s Financial Model 669 CONCLUSION Much must be accomplished in the year leading up to the facility's opening. Staff will focus on facility programming, marketing, staffing, operations, and fundraising. The best predictor of success with new facilities is the level of preparation made before the doors open. This document has been designed as a starting point to successfully operate the DAC in year one, with the intent to assess fees, staffing levels, policies, and procedures annually. Figure 1: Dublin Arts Center Floor Plan as of June 30, 2023 Conclusion ste Dublin Arts Center Operations Guide 670 Dublin Arts Center Operations Guide IIt DUBLIN CALIFORNIA 672