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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