HomeMy WebLinkAboutMinutes - Minutes - Parks & Recreation Advisory Commission - Meeting Date: 3/13/2017CITY OF GLENDALE
PARKS AND RECREATION ADVISORY COMMISSION MEETING
GLENDALE MUNICIPAL COMPLEX — ROOM B3
5850 W. GLENDALE AVENUE
March 13, 2017
6:00 P.M.
MEMBERS PRESENT: Manuel Padia, Chair
Henry Rosas
Ethan McAffee
Len Koh
Lorrie Moreno
MEMBERS ABSENT: Barbara R. Cole, Vice Chair
Alicia H. Rubio
OTHERS PRESENT: Erik Strunk, Director Public Facilities, Recreation & Special Events
Tim Barnard, Assistant Director
Stephanie Miller, Program Manager
Mike Gregory, Deputy Director
Bryan Wagner, Park Superintendent
Chris Kurtzhals, Park Ranger Supervisor
Kim Larson, Marketing & Communications Program Manager
Martin Dickey, Special Events Administrator
April Nelson, Recreation Coordinator
Dawn Sims, Special Events Coordinator
I. CALL TO ORDER
Chair Padia called the meeting to order at 6:07 p.m.
II. ROLL CALL
Chair Padia took roll call and noted that Vice Chair Cole and Commissioner Rubio were absent.
III. APPROVAL OF MINUTES — JANUARY 28, 2017
Commissioner Rosas motioned, second by Commissioner McAffee, to approve the January 28, 2017
meeting minutes as written. Motion carried 5 — 0.
IV. BUSINESS FROM THE FLOOR
None.
Mr. Strunk introduced a new staff member, Mr. Chris Kurtzhals, Park Ranger Supervisor. Mr. Kurtzhals gave a
brief background of himself.
V. UPDATE ON ASSESSMENT OF SPECIAL EVENTS PROGRAM
Mr. Strunk noted that at the January 11, 2017 Parks and Recreation Advisory Commission meeting, staff
presented an overview of City Signature Events, as well as details regarding the overall mission and scope of
the Office of Special Events. At that meeting, staff also outlined a plan to assess current Signature Events and
processes. Mr. Strunk noted that Community feedback was collected and analyzed. Mr. Strunk, Mr. Dickey,
and Ms. Miller gave a detailed presentation on the 2016-17 Signature Events Season Assessment, including the
responses received from residents, visitors, vendors, and Glendale business owners, and key issues and
recommendations.
Mr. Strunk presented the following:
Office of Special Events
• 4 full-time employees and approximately 5 part-time, contractual
• Total annual operating budget: $1.202 million
• $566,900 in direct budget for Signature Events
• Approximately $423,946 offset by revenue derived from vendor fees, sponsorship revenue, parking, and
beverage revenue
• Remaining balance: staff salary, other special events (i.e. Touch a Truck, Folk and Heritage, Movies in
the Park, and oversight of Special Events Ordinance)
• Coordination of other City-wide special events
• 2016 — Arizona Talent in Event Concept awards in gold category for Best Charity/Fundraiser, Best
Event Program (Glitter & Glow), Best Merchandise for Sale
• 2016 — International Festival & Events Association awarded Glendale five "Silver" and one "Bronze"
for the Signature Events Series (global competition)
• It's a Partnership: Police Department, Fire Department, Public Works, Tax & License, Convention and
Visitors Bureau, Transportation, the Civic Center, Finance, Library and Arts, Parks
Mr. Dickey presented the following:
Signature Events Briefing
• Mission: Promote and brand downtown Glendale as a destination and attract new visitors and potential
shoppers to the area, while fostering community pride among residents.
• A map of the Signature Events footprint was displayed: 59th to 57th Drive and Myrtle to Glendale
• A map of the Signature Events current holiday lighting footprint was displayed: 59th to 56th Avenue and
Myrtle to Lamar
• Community Impact
0 2016-17: 23rd year — started with Glendale Glitters in 1993
o Six, free public events: Glendale Glitters, Jingle Bell Rockin' Nights, Winter Wonderland
Weekend, Spirit of Giving, Glitter & Glow Block Party, Chocolate Affaire
0 40 -night season —1,500 people/night for non-event nights
0 1.5 million lights and six weekend festivals
o Estimated attendance: 350,000
o Civic Pride Ambassadors: Fire Charities 50-50 Raffles, Spirit of Giving, Youth Scholarship
Fund, non-profit booths, Glendale Public Arts. Also, major sponsor of Summer Band and the
Folk and Heritage Festival
o The partnership with Cerreta's Candy for sales of S'mores on a Stick at the Chocolate Affaire
netted approximately $2,300.00 for the Youth Scholarship Fund.
• Media Impact & Public Relations
o Details on print, radio, television and social media were provided. The Department leverages
funds spent, approximately 5 to 1, due to an exclusive advertising partnership and the reputation
of the Signature Events.
Economic Impact
o A graph depicting a 3 -Year Analysis of Signature Event Revenue for FY14-15, FY15-16, and
FYI 6-17 was displayed.
o Details on spending per person, cash sponsors, and in-kind sponsors were provided.
o Most recent IFEA estimate indicates that Glendale Glitters generated $1.3 million and the
Chocolate Affaire generated $1.6 million.
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o Several local merchants reported setting all time sales records on one or more days.
2016-17 Event Enhancements
o New & Free WIFI Service for Visitors
■ Convenience, Landing page, Geocaching on Snapchat and Social Media
o New Lighting Technology
■ New Ornamentation, New Illumination of City Hall, New RGB Lights at Bank of
America
o Civic Center Entertainment
■ Glitter and Glow Event
o Interactive Art Display
■ Digital Patrons
o Additional Balloons at Glow
■ Out -of -State Balloons, Shape Balloons
o New Events at Chocolate Affaire
■ Additional Romance Authors, Mad Hatter Outdoor Theater Performance
o Unauthorized Vendor Enforcement
■ There is a No Vendor Policy in Murphy Park, which Park Rangers enforced and resulted
in a good impact.
Commissioner Rosas inquired as to why sponsorships have decreased. Mr. Dickey explained that two major
sponsors have changed their marketing philosophy.
Ms. Miller presented the following:
Community Outreach
• Goal: Collect community feedback regarding City Signature Events and assess
• Online surveys: January 13 — February 3, 2017
o Residents, vendors, visitors, Glendale -based businesses
o Website, email, media
0 101 responses collected
o Results do not add to 100% due to overlapping criteria
0 87 from Glendale, 3 from out-of-state
o 15 event vendors
o 35 Glendale -based business owners and 10 non -Glendale business owners
o Graph displayed showing the Percentage of Events Attended by Resident Responses — 2007
through 2017
o Graph displayed showing Event Ranking by Resident Respondents
■ 69% said they would come back to another Glendale event
■ Why? Great family events, love the energy and excitement, attendees are increasing
every year
■ Why Not? Too crowded, lacks hometown feel, poor quality among vendor
o Graph displayed showing Events Attended by Vendors — 2007 through 2016
o Graph displayed showing Event Ranking by Vendors
■ "Fun and well run"
■ "Glendale has the best events in the valley"
■ "The other vendor(s) (out of town vendors) make us feel like we are invading their are.
■ "The overall number of people in attendance is excellent and the quality of attendees is
very high"
■ "We did not have as good of a spot this year for good conversation starting, but it was
ok"
o "What would you add to Glendale's Signature Events to make them an even more enjoyable
experience?" Various responses were displayed and discussed. Common theme: People really
enjoy the events. Some want more from the events, but "more" means something different to all
people.
Mr. Strunk presented the following:
Key Issues & Recommendations
• Vendors
o Emphasize "Glendale First"
o Over the last 3 seasons, 77% of Glendale applicants on average were selected to participate
Signature Events
o Revise selection criteria and better define selection process
o Expand vendor selection committee
■ Currently, staff performs vendor selection, however, staff would like to expand the
committee for added perspective
o Address "Rogue Vendors" and coordinate enforcement
o Enhance education and outreach: website and printed collateral
■ In May, the Chamber of Commerce is sponsoring a procurement event at the Civic
Center: "So You Want to be a Vendor?"
o Graphs displayed: FY14-15, FY15-16, FY16-17
■ Total Number of Accepted Vendors
■ Vendors by Residency
Downtown Merchants:
o Extension of premise
o Consider downtown merchant -only times and themes for use of Murphy Park
o Conduct quarterly briefings and enhance communication
o Unlicensed vendor enforcement and coordination
o Additional public restrooms
o Additional festival signage at major entrances
o Additional publicity in maps and promotional materials for Signature Events
o Reminder: also includes Catlin Court and Desert Rose Complex
Possible Footprint Expansion
o Enhance connectivity from Grand to Catlin Court
o Review location of vendors in Murphy Park
o Additional street lighting — dependent upon infrastructure
0 57th and Grand entry -point opportunity
o Capitalize on the Civic Center
Additional Unique Lighting Displays
o Use existing buildings as canvas
o Add new stand-alone features
o Use as art and interactivity
o Enhance the existing themes
Miscellaneous
o Increase corporate involvement
o Community-based programming for Sunday -Thursday, non-event evenings
o Increase Involvement by Civic Center
o Enhanced communication within the City
o Develop "Special Event App"
o Enhance customer service to attendees, i.e. changing stations for families and recycling
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o Intercept Surveys and Annual Assessment
■ Data helps to capture information helpful to achieving the mission.
Mr. Strunk commented that overall, the year went very well. Mr. Strunk announced that staff will bring this
same presentation to Council as Council has requested an update on the Special Events assessment. Mr. Strunk
praised the very hard work of Mr. Dickey and the Special Events team.
Commissioner Rosas wondered if the number of Glendale -based vendors could be increased by offering
subsidized vendor fees or increased fees for non -Glendale vendors. Mr. Dickey explained that there are some
goods or services not provided by Glendale -based vendors. Mr. Dickey noted that there can be duplicate
vendors or Glendale vendors unable to handle the large number of customers at the events. Mr. Dickey stressed
the goal of using Glendale vendors, but noted that for some of these very large events, certain vendors travel
around the country and work the event circuit. Mr. Dickey noted that Glendale is already charging at the
highest end of vendor fees. Ms. Sims commented that not every Glendale storefront business has the mobile
equipment to operate under a tent and it can be difficult for the business owners to staff both their storefront
business and a tent on the same night, so many of those businesses do not apply. Ms. Sims explained that a tent
business is the main business for many of these outdoor vendors. Mr. Strunk commented that all suggestions
can be considered.
Chair Padia commented that the City must be transparent with the vendors so that the vendors know what they
need to be eligible to operate at the events. Chair Padia noted that the Civic Center vendor presentation will be
helpful in that aspect.
Commissioner Koh inquired as to when vendors can apply for the events. Mr. Dickey replied that the
applications are posted online in July. Ms. Sims explained the process of how she notifies past vendors and
businesses of when the application period opens. Commissioner Koh asked if staff informs a vendor of the
reasons if they are rejected. Ms. Sims replied in the positive and explained the process of notification.
Commissioner McAffee inquired as to why FY16-17 had 64 fewer vendors than the previous year. Ms. Sims
replied that there could be various reasons. Ms. Sims explained that tent space is sold in 10x20 and 10x10 and
if more l Ox20's are accepted, this will result in a decrease in actual number of vendors.
Chair Padia asked if vendors are rated or evaluated, which would help to avoid poor vendors. Ms. Sims
surmised that the Special Events App could be utilized for vendor ratings.
Commissioner Koh praised the following: the "Rogue Vendor" enforcement, the downtown business
exclusivity nights, the ADA improvements, and the Special Events App. Commissioner Koh suggested the use
of the Eventbrite website. Mr. Dickey explained that Eventbrite is utilized for selling tickets to events while the
City events are free.
Chair Padia suggested providing approved event vendors a specific number to text if they see a Rogue Vendor,
which would go directly to a Park Ranger, staff, or police.
Chair Padia thanked staff for the very in depth presentation.
VI. PRESENTATION AND DISCUSSION ON PARTERNING FOR A 501(c)3
Mr. Strunk stated that the current Parks and Recreation Master Plan includes several references to the creation
of a non-profit 501(c)3 for the Parks and Recreation Division which would be beneficial to the financial and
physical well-being of the Parks and Recreation system. Mr. Strunk updated the Commission on the possibility
of partnering with an existing 501(c)3 to accomplish this objective at no cost to the City. Mr. Strunk explained
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that a few years ago, staff pursued the establishment of a 501(c)3, however was unsuccessful. Mr. Strunk stated
that staff has reached out to be under the umbrella of the Glendale Civic Pride Ambassadors, which is a 501(c)3
dedicated to and affiliated with the City of Glendale for approximately 23 years. If an agreement is made, the
Civic Pride Ambassadors would receive a donation for the Parks and Recreation Department directly, retain a
nominal pass through fee, and forward the balance of the donation.
Mr. Strunk gave a presentation which included the following highlights:
Gifting for Glendale: G.I.F.T. — Glendale's Initiative for Tomorrow
• Mission Statement: The Gifting for Glendale initiative seeks to provide community services, programs,
and activities to the citizens of Glendale which are not currently funded through the City's general fund
with monies generated through fundraising, donations, and gifts.
• Purpose Clause: In carrying out our exempt purposes, Gifting for Glendale will provide the Glendale
community quality programs and services in collaboration with the Public Facilities, Recreation and
Special Events Department.
• Examples:
o Estate Gifts — Historic Sahuaro Ranch Park
o Donated Materials and Supplies — Youth Sports League
o Fundraising Opportunities — Youth Scholarship Fund
o Grants — AZSTA; Prop 302
o Conservancy Efforts — Thunderbird Conservation Park
o Corporate Sponsorship Gift — Special Events
o Super Bowl Legacy Grant — Trees at Sahuaro Ranch Park
• Considerations
o Use existing registered non-profit
■ A known civic organization
■ Capacity to administer pass-through grants
■ Ability to act quickly
• Allow for reasonable administrative fees
• Establish department fundraising goals
• Funds restricted to G.I.F.T. Program Concept
• Embraces partnerships
• Formal agreement
Chair Padia inquired if funds would still go directly to the program intended by the donor even if processed
through an umbrella agency. Mr. Strunk replied in the positive.
Chair Padia thanked Mr. Strunk for the presentation.
VII. RECOGNITION PLAQUE AT ROSE LANE AQUATICS CENTER
Mr. Gregory announced that in June 2016, staff was directed by Council to develop a memorial plaque for
former Councilmember Phil Lieberman to be installed at the Rose Lane Aquatics Center. Mr. Gregory has been
in constant contact with Councilmember Lieberman's family regarding the verbiage on the plaque and their
desires, all in keeping with policy guidelines. Mr. Gregory provided details on the plaque and dedication event,
which included the following:
• Former Councilmember Lieberman passed away in 2016.
• He moved to Glendale in 1966 and served as Councilmember for 21 years, serving the Cactus District.
• He served on the Budget and Utilities Committee and as Chairperson of the Alternative Transportation.
• He was part of the design process for Rose Lane.
• The size of the plaque will be 22"x42" with a color photograph.
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The dedication day is planned for the opening day of aquatics — June 3, 2017. The theme will be "Phil's
Day" with free swimming and his family and City dignitaries in attendance.
The specific wording for the plaque was provided in the Commission meeting packet.
Mr. Strunk noted that the Commissioners will receive detailed information regarding the dedication ceremony
as the event approaches and all are invited to attend.
No opposition was voiced.
VIII. REVISIT COMMISSION MEETING TIMES
Mr. Strunk announced that, after discussion with the Government Services Committee, the Commission
meeting date and time would remain on the second Monday of the month at 6:00 p.m. Mr. Strunk apologized to
the Commission for any inconvenience with the recent change in meeting date.
Chair Padia announced that he is unable to continue to meet on the second Monday of the month and will
submit his official resignation after the meeting this evening so that there is enough time to find a replacement
and not lose momentum.
Mr. Strunk announced that a new Commission member was just appointed and will be at the next meeting.
Commissioner Rosas inquired as to the reason the Government Services Committee would not approve
changing the meeting date. Mr. Strunk explained that when the current Commissioners signed up to be on the
Commission, it was based on a certain meeting date and there were some unintended consequences to the date
change. Mr. Strunk again apologized for any inconvenience.
IX. DIRECTOR'S REPORT
Mr. Strunk announced the following:
• The grant -funded improvements at the Community Center at 54th and Ocotillo are nearly complete.
• Staff is in conversation with the Glendale Elementary School District (GESD) to expand the IGA to
include summer gym activities, such as basketball and volleyball.
• March Yd — 5d': The Los Angeles Dodgers held a Jackie Robinson Day at Camelback Ranch. Mr.
Gregory explained that this was a three-day enrichment component in partnership with GESD to learn
about Jackie Robinson. Lunch was provided all three days and the children participated in baseball
drills and batting practice.
• The Convention and Visitors Bureau is assisting with the Tour de Cure in Sierra Verde Park and the
Kiss Me I'm Irish Ride at Westgate.
• The Folk and Heritage Festival will be held this weekend.
• Information and opinions are being obtained regarding the issue with flags at Thunderbird Conservation
Park. The issue will be brought back to the Commission in May.
• RFP's for partners at the City community centers are coming up for renewal or for new partnerships.
• The summer swim season will begin soon.
• A $15,000 bequeathment was received for the Sahuaro Ranch Historical Park.
• Conceptuals for O'Neil Park improvements are still being worked on for top options.
Mr. Gregory announced that on Monday, March 27th,
Heroes Park and a plaque will be installed afterward.
constructed during the same timeframe.
the NCAA will resurface the two basketball courts at
Mr. Gregory noted that a new basketball court will be
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Chair Padia inquired about the progress on the Youth Master Plan. Mr. Gregory commented that staff met
today to discuss strategies regarding the Youth Master Plan. Mr. Gregory stated that the initial steps are to
engage the community. Mr. Gregory added that the Commission will be updated on staff progress in the
upcoming months.
XI. COMMISSION COMMENTS
Commissioner McAffee was looking forward to the creation of the Special Events App and its potential uses for
surveys and event reminders.
Commissioner Rosas was saddened to see Chair Padia step down from the Commission and stressed that he was
a great asset to the Commission. Commissioner Rosas thanked Chair Padia for his service on the Commission.
Commissioner Koh agreed. Commissioner Koh welcomed Mr. Kurtzhals, the new staff member.
Chair Padia stated that he, along with his family, conducted a tour of four Glendale parks. Chair Padia
commented on the location of specific benches in need of attention. Chair Padia noted that he and
Commissioner Koh attended the Chocolate Affaire and sold the Cerreta's S'mores on a Stick for the Youth
Scholarship Fund. Chair Padia also welcomed Mr. Kurtzhals.
XII.ADJOURNMENT
The meeting was adjourned at 7:58 p.m. by consensus.
The next regular meeting will be held on April 10, 2017 at 6:00 p.m. at the Thunderbird Conservation Park
Ramada 6, 59th Avenue between Deer Valley and Pinnacle Peak roads.
Respectfully submitted,
Denise Kazmierczak
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