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HomeMy WebLinkAboutItem 11b - Community Events Sponsorship Policy DATE: May 20, 2025 TO: Honorable Mayor and City Council FROM: Dominic Lazzaretto, City Manager By: Justine Bruno, Deputy City Manager SUBJECT: RESOLUTION NO. 7629 ESTABLISHING A COMMUNITY EVENTS SPONSORSHIP POLICY CEQA: Not a Project Recommendation: Adopt SUMMARY For many years, the City of Arcadia has supported local non-profit organizations in hosting community events that benefit residents and businesses, separate from City-led events. As the cost of providing City services for these events has increased, so too have the number and scope of support requests, prompting the City to formalize its approach. In response, a Community Events Sponsorship Policy has been developed to define the City’s role in supporting community events in the future. Resolution No. 7629 outlines a structured, application-based process for providing in-kind City services in support of community events. The draft Policy addresses application criteria, budget considerations, reporting, appeals, and the proposed rollout plan. The policy prioritizes transparency, fiscal responsibility, and public benefit, with annual applications reviewed by City staff and final determinations made by the City Manager. It is recommended that the City Council adopt Resolution No. 7629, establishing a Community Events Sponsorship Policy. BACKGROUND For many years, the City of Arcadia has lent support to various community organizations as they hosted public events for the benefit of Arcadia residents and businesses. For the purposes of this report, these events are referred to as “community events” and are entirely separate from “City events”. City events consist of public gatherings that are supported, funded, and organized by the City of Arcadia, and typically include events such as Concerts and Movies in the Park, the Moon Festival, Breakfast with Santa, Snow Festival, State of the City, Holiday Tree Lighting, Law Day, National Night Out, Community Bike Ride, the Citywide Health Fair, and Eggstravaganza. Community Events Sponsorship Policy May 20, 2025 Page 2 of 5 Alternatively, “community events” are mostly hosted by non-profit organizations operating in Arcadia and provide benefit to City residents and businesses. Over the years, community events in Arcadia have come to include the Derby Day 5k at Santa Anita Park, Patriotic Festival in Downtown Arcadia, Halloween Haunting, Festival of Bands, Holiday Fair, and the Gelt Drop and Menorah Lighting. While these events have remained consistent over the last few years, the costs to support them have continued to grow, which usually includes labor and equipment expenses for traffic control and road closures, public safety services (Police, Fire, and Emergency Medical Services), over-the-street banners, road closure noticing, use of public plazas and right-of-way, waste and recycling services, general clean-up and restoration efforts, and/or monetary sponsorships. As a result, event organizers began requesting City support for their various events, in the form of in-kind services or monetary sponsorships. Over the years, City support was authorized for events that provided a clear public benefit to the community. Around 2014, the City Council generally authorized the City Manager to approve the use of City services in support of community events, as long as the costs remained within his signature authority in place at that time ($10,000) and met the public benefit test. Over the last two years, requests for event support have grown to include financial sponsorships or new events, which were for the Patriotic Festival and Lunar New Year Festival, both hosted by the Downtown Arcadia Improvement Association (“DAIA”). For the 2023 and 2024 Patriotic Festival, the DAIA requested and received City Council approval for a $20,000 monetary sponsorship and a waiver of City support costs (Police, Fire, and Public Works), totaling $40,000 in monetary sponsorship and $37,400 in waived support costs across both years. However, as it pertains to the Lunar New Year Festival, a new event for 2024, the City Council denied the request to waive City support costs, citing the need for a more comprehensive process to evaluate and consider all requests for community event support. During this time frame, the City Council was also asked to consider direct financial contributions to the Arcadia Performing Arts Foundation, and other local groups began inquiring about how to do the same. During the Study Session on August 20, 2024, the City Council was presented with a draft framework for the Community Events Sponsorship Policy. Following Council feedback, the topic was revisited at the Goal Setting Meeting on March 18, 2025, where final direction was provided to complete the policy. Resolution No. 7629 establishes the core elements of the Community Events Sponsorship Policy and defines the process Arcadia will follow to support community events using City resources, based on specific criteria and desired outcomes. DISCUSSION To help identify and manage City support of community events, an application and review process will open during the first part of the calendar year, from January – March. By setting a definitive timeframe, it allows all applications to be received and considered at Community Events Sponsorship Policy May 20, 2025 Page 3 of 5 the same time, offering a holistic view of all requests and an opportunity to incorporate all costs into the annual budgeting process, which occurs during the same period. A team of staff members representing departments that provide event support will evaluate the applications based on the established criteria and make a recommendation to the City Manager for final determination. Key components of the Community Events Sponsorship Policy include: In-Kind Support Only City support under the Community Events Sponsorship Policy will be through in- kind services only. In this context, in-kind support means any staff charges and overtime costs, permit fees, or use of materials and equipment (e.g. vehicles, heavy equipment, barricades) in support of the event. In-kind support does not consist of any financial or monetary sponsorship requiring a transfer of funds from the City to a community event organizer/applicant. All such requests will be denied under this policy. Budget In-kind services are intended to be fulfilled through existing City budgets, no additional appropriations or separate allocations are being requested through the adoption of Resolution No. 7629. For example, overtime costs in support of a community event will be charged to the applicable department’s existing overtime budget, no new funding will be requested for these purposes. This approach ensures that Arcadia only supports community events in a capacity the existing budget can sustain. Application Criteria Applications for community event sponsorships will be rated and reviewed based on the following criteria: • Event organizer is an Arcadia-based business or registered non-profit; • The event is free and open to the public, located within City limits. • Organizer has a proven and successful track record of hosting similar events; • Event does not duplicate an existing offering in Arcadia (provided by the City or other entity); and • Provides a clear and tangible public benefit to the Arcadia community. Organizations may submit multiple applications within a single application cycle; however, funding will be allocated impartially, and priority will be given to those events that directly advance the City’s goals or policies and best adhere to the application criteria. Reporting & Appeal Upon conclusion of the application process, staff review, and final determination, the City Manager will transmit the results of the Community Event Sponsorship Community Events Sponsorship Policy May 20, 2025 Page 4 of 5 Program to the City Council for their awareness. Should any member of the City Council seek to review and reconsider the results, a majority of the City Council can request the topic be added to an upcoming City Council agenda. Annually, sponsorship recipients must submit a post-event report within 90 days of the event, including the following: • Overall attendance. • Summary of the event and public benefit provided, including any supporting documentation. • Financial summary of the event expenses, including a percentage of City sponsorship to the overall costs. Failure to submit required reports may result in ineligibility for future sponsorship. Ticket Costs Excluded Resolution No. 7629 is intended to provide a process for supporting community events that serve a public purpose and/or provide public benefit to the Arcadia community. Nothing in the Community Event Sponsorship Policy supplants or supersedes the City Council’s existing Ticket Distribution Policy, which allows ticket purchases and distribution for a variety of purposes, some of which include promoting and supporting community programs or events, as well as showing appreciation for programs or services rendered by charitable and non-profit organizations benefiting Arcadia residents, among other acceptable criteria. In summary, ticket purchases do not meet the intent of the Community Event Sponsorship Policy and will not be accepted for application. An abridged application process will be developed for the Fiscal Year 2025-26 and will include the elements listed under the “Application Criteria” section above, in addition to other pertinent information. Applications for FY 2025-26 will be available beginning July 2025, with final determinations made shortly afterwards. For this year, City staff will outreach to known community event organizers to make them aware of the new process and what will be required. Information will also be available on the City’s website, ArcadiaCA.gov. Following the condensed process in the summer of 2025, the typical application process for FY 2026-27 will restart in January 2026. ENVIRONMENTAL ANALYSIS The proposed adoption of the Community Events Sponsorship Policy does not constitute a project under the California Environmental Quality Act (“CEQA”), as it can be seen with certainty that it will have no impact on the environment. Community Events Sponsorship Policy May 20, 2025 Page 5 of 5 As temporary, short-term activities, the community events covered by the draft policy are not subject to evaluation under CEQA. However, if a proposed event reaches a scale that may trigger CEQA requirements, it will be evaluated accordingly at that time. FISCAL IMPACT The fiscal impact associated with establishing a Community Events Sponsorship Policy will be accommodated through existing City budgets. This has been the City’s approach to providing support for community events in the past, indicating the ability of the City’s budget to handle such expenses. It is expected that the allocated budget for community event sponsorships will vary year- to-year, depending on fiscal ability, staffing levels, and other factors. The amount earmarked in support of community event sponsorships will be separate from the resources needed to support City events. Applicable expenses will be given an accounting code to ensure spending does not exceed the approved amount per community event. Based on the draft Fiscal Year 2025-26 budget and past history of community event sponsorships, it is expected that the annual allocation (within existing budgets) for this upcoming application cycle of the Community Events Sponsorship Policy will be $90,000. RECOMMENDATION It is recommended that the City Council determine that this action does not constitute a project under the California Environmental Quality Act (“CEQA”); and adopt Resolution No. 7629 establishing a Community Events Sponsorship Policy. Attachment: Resolution No. 7629 Community Events Sponsorship Policy 1 RESOLUTION NO. 7629 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF ARCADIA, CALIFORNIA, ESTABLISHING THE COMMUNITY EVENTS SPONSORSHIP POLICY WHEREAS, the City of Arcadia recognizes the value and importance of community events in promoting civic engagement, cultural enrichment, and local commerce; and WHEREAS, community organizations regularly seek City support for services such as public safety, traffic control, sanitation, and promotion, to conduct events that provide a public benefit to the Arcadia community; and WHEREAS, the City Council seeks to evaluate all requests for community event support in a consistent, transparent, and fiscally responsible manner; and WHEREAS, an internal team of City employees will evaluate each request before a final determination is made by the City Manager; and WHEREAS, the level of in-kind services and City support for community events will be subject to annual appropriations and availability within existing City budgets; and WHEREAS, the City Council seeks to adopt a Community Events Sponsorship Policy that establishes a structured, application-based process for evaluating and providing in-kind support for eligible community events that advance the goals and the policies of the City. NOW, THEREFORE, THE CITY COUNCIL OF THE CITY OF ARCADIA, CALIFORNIA, DOES HEREBY FIND, DETERMINE, AND RESOLVE AS FOLLOWS: SECTION 1. The City Council hereby adopts the Community Events Sponsorship Policy, which shall govern the process for community-based organizations to request in- 2 kind City services in support of public events, attached hereto and made part of this Resolution. SECTION 2. The Resolution is effective upon its adoption by the City Council. SECTION 3. The City Clerk shall certify to the adoption of this Resolution. Passed, approved and adopted this 20th day of May, 2025. ____________________________ Mayor of the City of Arcadia ATTEST: ___________________________ City Clerk APPROVED AS TO FORM: ____________________________ Michael J. Maurer City Attorney ADMINISTRATIVE POLICY Policy No.: SUBJECT: COMMUNITY EVENTS SPONSORSHIP POLICY Adopted: 05/20/2025 Amended: CITY MANAGER Page 1 of 3 PURPOSE The City recognizes the value and importance of community events in promoting civic engagement, cultural enrichment, and local commerce. The City has supported local non-profit organizations and Arcadia-based businesses in hosting community events that provide public benefit to Arcadia residents and businesses, separate and apart from City-led events. The purpose of the Policy is to provide a fair and transparent process for considering requests; ensure the efficient use of City resources; promote events that provide a measurable public benefit; and encourage community engagement and collaboration. This policy has been developed and adopted by the Arcadia City Council through Resolution No. 7629. As such, any substantial modifications to the Policy shall be made by the City Council. The City Manager shall ensure that the policy is fairly implemented and may take any action necessary to effectuate the intent of this policy. POLICY The Community Events Sponsorship Policy shall govern the process for community- based organizations to request in-kind City services in support of public events. Through this policy, all requests for community event support will be evaluated in a consistent, transparent, and fiscally responsible manner. APPLICATION PROCESS 1. Annual Application Cycle: Applications must be submitted annually by a deadline set by the City Manager’s Office. Late applications may be considered on a case- by-case basis by the City Manager, subject to resource availability. 2. Eligibility Criteria: Applicants must be an Arcadia 501(c)(3) non-profit organization or Arcadia-based business, licensed to operate in the City. 3. Review and Determination: City staff shall review all applications for completeness and eligibility. Final determinations shall be made by the City Manager or their designee. ADMINISTRATIVE POLICY Policy No.: SUBJECT: COMMUNITY EVENTS SPONSORSHIP POLICY Adopted: 05/20/2025 Amended: CITY MANAGER Page 2 of 3 Organizers may submit multiple applications within a single application cycle. Funding will be allocated impartially, and priority will be given to those events that directly advance the City’s goals or policies and best adhere to the application criteria. APPLICATION CRITERIA Any application for community event sponsorship shall be reviewed based upon the following criteria: • Event is free and open to the public. • Event is located within City limits. • Event provides clear and tangible public benefit to the Arcadia community. • Event aligns or supports City goals and values. • Organizer demonstrates the necessary capacity to host the proposed event, or a successful track record hosting similar event(s). • Event does not duplicate an existing offering provided by the City or another entity in Arcadia. • Event organizer has a history of compliance with any conditions of approval issued for the event (if previously sponsored). The applicant shall provide the City staff with a budget for the event, identifying all revenues and expenditures, as well as the sponsorship amount requested from the City. The application for sponsorship must identify the expected attendance at the event so that City staff can effectively consider the cost/benefit of the requested sponsorship in its review of the application. IN-KIND SUPPORT City support under the Community Events Sponsorship Policy will be through in-kind services only. In this context, in-kind support means any staff charges and overtime costs, City permit fees, or use of materials and equipment (e.g. vehicles, heavy equipment, barricades) in support of the event. In-kind support does not consist of any financial or monetary sponsorship requiring a transfer of funds from the City to a community event organizer/applicant. All such requests for monetary sponsorship will be denied under this policy. ADMINISTRATIVE POLICY Policy No.: SUBJECT: COMMUNITY EVENTS SPONSORSHIP POLICY Adopted: 05/20/2025 Amended: CITY MANAGER Page 3 of 3 BUDGET The City Manager shall recommend an annual budget to support community events from existing City appropriations. The allocated budget for community event sponsorships will vary year-to-year, depending on fiscal ability, staffing levels, and other factors. The amount earmarked in support of community event sponsorships will be separate from the resources needed to support City events. Community event sponsorship expenses should be tracked separately to ensure spending stays within the approved sponsorship amount per event. The annual sponsorship budget may only be increased through a supplemental budget approval of the City Council. REPORTING AND APPEALS Upon the final determination of sponsorship recipients, the City Manager will transmit the results to the City Council. Should any member of the City Council seek to reconsider the results, a majority of the City Council may request the topic be added to the agenda of an upcoming City Council Meeting. Sponsorship recipients must submit a post-event report within 90 days of the last day of the event. Failure to submit required reports may result in ineligibility for future sponsorship. The post-event report shall include: • Overall attendance (if an estimation is provided, a reasonable methodology for estimation shall be used). • Summary of the event and public benefit provided, including supporting documentation. • Financial summary of overall event expenses, including a percentage of City sponsorship to the overall costs. TICKET POLICY EXCLUDED Tickets for purchase in support of community events, official duties, and other approved purposes are established under Administrative Policy No. II-08. Ticket purchases do not meet the intent of the Community Event Sponsorship Policy and will not be accepted under this policy.