HomeMy WebLinkAboutItem 1e - 2013 Breeders' Cup promotionso = >l1ii:'
STAFF REPORT
Development Services Department
DATE: November 5, 2013
TO: Honorable Mayor and City Council
FROM: Jason Kruckeberg, Assistant City Manager /Development Services Director
By: Jerry Schwartz, Economic Development Manager
SUBJECT: AUTHORIZE AND DIRECT THE CITY MANAGER TO APPROVE THE
PAYMENT OF $25,000 TO THE LOS ANGELES TURF CLUB FROM
BUDGETED FUNDS IN THE 2013 -14 DEVELOPMENT SERVICES
DEPARTMENT BUDGET FOR THE CREATION OF INFORMATIONAL
BROCHURES, LIGHT POLE BANNERS, AND STREET BANNERS TO
PROMOTE THE 2013 BREEDERS' CUP AT SANTA ANITA PARK
Recommendation: Approve
SUMMARY
Santa Anita Park was the host of the 2013 Breeders' Cup. The Breeders' Cup is the
most important weekend in horse racing, with horse owners and racing fans attending
from around the world. As the City has done during previous Breeders' Cups, funds
were included in the budget to work with Santa Anita Park to promote the event locally.
It is recommended that the City Council authorize and direct the City Manager to
approve the payment of $25,000 to the Los Angeles Turf Club for promotional activities
related to the 2013 Breeders' Cup.
BACKGROUND
During recent Breeders' Cup events in 2008, 2009, and 2012, the City of Arcadia
worked with Santa Anita Park on promotional activities. Included were light pole
banners, street banners, brochures for inclusion in the official ticket packages, and
signs for specific Arcadia business that became "officially" involved with the Breeders'
Cup. These investments have been helpful for Santa Anita Park and for the City in that
they have created a sense of identification and excitement for visitors to the Breeders'
Cup, whether they came for the racing days, or arrived weeks earlier because of an
affiliation with one or more horses running in the Breeders' Cup races. Informational
brochures have also provided excellent marketing opportunities for local restaurants,
businesses, and attractions for out of town guests. The City's investments have led to
an ongoing partnership that is valued by Santa Anita Park and the Breeders' Cup.
Payment for Breeders' Cup 2013
November 5, 2013
Page 2 of 2
DISCUSSION
For the 2013 Breeders' Cup, the City of Arcadia again teamed with Santa Anita Park to
publicize and promote the event. The City's investment included street banners, light
pole banners, and City brochures that were included in ticket packages for the two -day
event. The light pole and street banners welcome visitors to Arcadia, reminding them of
this international event here in town and creating some local excitement. The City of
Arcadia brochure provided the history of the community, places for shopping and dining,
and a list of local attractions. There was also information included about Santa Anita
Park and their events, a list of local contact numbers and websites, and instructions on
how to take a free Arcadia Transit shuttle to the Breeders' Cup races. Additional
brochures were distributed to local hotels and other gathering places within the
community. The $25,000 cost for the City's share of these Breeders' Cup marketing
activities was included in the 2013 -14 Development Services Department budget. Given
the international flavor of the event, and two days of national television coverage here in
Arcadia, this has been an important and worthwhile investment for the City. As has
been done in year's past, the Los Angeles Turf Club has paid for these materials in
advance, with the understanding they would be reimbursed by the City. The action
requested of the Council is to proceed with this reimbursement.
CALIFORNIA ENVIRONMENTAL QUALITY ACT (CEQA)
The proposed action is not considered a project per CEQA, based on Section
15061(b)(3).
FISCAL IMPACT
The Los Angeles Turf Club has provided an invoice reflecting the requested
reimbursement of $25,000. The City included this amount in the 2013 -14 Development
Services Department, as it has in previous years when Santa Anita Park has hosted the
Breeders' Cup.
RECOMMENDATION
It is recommended that the City Council authorize and direct the City Manager to
approve the payment of $25,000 to the Los Angeles Turf Club from budgeted funds in
the 2013 -14 Development Services Department budget for the creation of informational
brochures, light pole banners, and street banners to promote the 2013 Breeders' Cup at
Santa Anita Park.
Approved:
Do inic Lazzar tto
City Manager