In 1990, Council approved a process whereby review of the Parks and Recreation Department’s citywide special events would be included on the Council agenda every other year. This process establishes a Joint Special Events Planning Committee, comprised of the Parks and Recreation Commission and the Arts Commission. This committee analyzes both the existing Special Events Calendar and possible changes to that calendar and forwards its recommendations to the Council for consideration. This report reflects recommendations from the Joint Special Events Planning Committee, Arts Commission, Parks and Recreation Commission and staff for Fiscal Years 1999/00 and 2000/01.

Staff’s recommended course of action would result in no fiscal impact to the City. A new special event to celebrate the City’s cultural diversity could cost as much as $100,000, but staff is not recommending this option from a cost/benefit perspective, nor are there sufficient monies in the City’s budget to fund such an increased service level.

On October 19, 1998, Parks and Recreation staff met with representatives from the Sunnyvale Chamber of Commerce and the Sunnyvale Elementary School District to discuss levels of interest in special events celebrating the City’s cultural diversity. On December 16, 1998, the Joint Special Events Planning Committee (consisting of members of the Arts Commission and Parks and Recreation Commission) met to evaluate existing special events and newly proposed events. Public contact was also accomplished through the normal publication and posting of agendas for Council, Parks and Recreation Commission and Arts Commission. This report is also available on the City’s Internet home page and at the Library, Community Center and Senior Center.

The current Parks and Recreation Department Special Events Calendar includes the following: Fourth of July Celebration, Halloween Harvest Carnival, Spring Eggstravaganza and Hands on the Arts.

• The Joint Special Events Planning Committee on December 16, 1998, recommended that the existing Special Events Calendar be continued and that an additional event designed to celebrate Sunnyvale’s cultural diversity be developed. If necessary, eliminate the Spring Eggstravaganza event to help fund the new event.

• The Parks and Recreation Commission, at its May 12, 1999, meeting, recommended that Council act in accordance with staff’s recommendation (Alternatives Nos. 2 and 4) to direct staff to maintain the previous Special Events Calendar and to modify existing special events where possible to enhance the City’s celebration of cultural diversity and that the current BI-annual process for reviewing special events be abolished in favor of annual operational reviews by staff, supplemented by specific study issues when deemed warranted by Council (please see Attachment A - Excerpt from the May 12, 1999, Unapproved Minutes of the Parks and Recreation Commission Meeting).

• The Arts Commission, at its May 19, 1999, meeting, recommended that Council act in accordance with staff’s recommendation (Alternatives Nos. 2 and 4) to direct staff to maintain the previous Special Events Calendar and to modify existing special events where possible to enhance the City’s celebration of cultural diversity and that the current bi-annual process for reviewing special events be abolished in favor of annual operational reviews by staff, supplemented by specific study issues when deemed warranted by Council (please see Attachment B - Excerpt from the May 19, 1999, Unapproved Minutes of the Arts Commission Meeting).

• Staff recommends the existing Special Events Calendar be continued with modifications to enhance the City’s celebration of cultural diversity (Alternative No. 2).

• Staff further recommends the current bi-annual process for reviewing special events be abolished in favor of annual operational reviews by staff, supplemented by specific Study Issues when deemed warranted by Council (Alternative No. 4).

In 1990, Council approved a process whereby a review of the Parks and Recreation Department’s citywide special events would be included on the Council agenda every other year. This process establishes a Joint Special Events Planning Committee comprised of the Parks and Recreation Commission and the Arts Commission. This committee analyzes both the existing Special Events Calendar and possible changes to that calendar and forwards its recommendations to the Council for consideration. If an increase in existing service levels and/or budgeted resources is recommended (either through a modification of existing special events or the addition of new events), a budget supplement will be included in related requests for Council’s consideration. Based on its review of the Committee’s, Commissions’ and staff’s recommendations, Council then determines the calendar of citywide special events for the next two years.

In 1990, the City defined special events as "programs or activities that are unique or out-of-the-norm in nature, have a scope that is broad based and appeal to a wide segment of the community and require a significant effort to plan and implement." The City also came to the following conclusions regarding the provision of special events:

1. City-wide special events play an important role in the balanced delivery of leisure and cultural services.
2. The City is committed to assuming a leadership role in the funding, planning and implementing of City-wide Special Events.
3. There is a need for a consistent review of existing events.
4. There is a need for a mechanism to consider new or different events that can be offered in the future.
5. Community service organizations could serve as a valuable resource in the planning, organizing and implementing of events.
6. City-wide events in the future will need to be more cost effective.
7. City-wide special events should reach a broad spectrum of the community and be balanced in theme, content and market appeal.
8. The City’s role should be well defined in reference to City-wide involvement in each event.

Based on the contents of the 1990 report, staff developed the following criteria for evaluation of special events:

1. The number and type of events should be balanced in theme, content and market appeal.
2. Events should draw people together from a broad spectrum of the community.
3. Events should involve a variety of people and organizations during the planning process, such as the Chamber of Commerce, service groups, schools and individual citizens.
4. Events should create a sense of excitement and enthusiasm.
5. Events should encourage families to participate in a shared activity.
6. Events should be cost effective, accomplished in part through partnerships with corporate or community groups and activities that generate revenue.
7. Events should economically benefit the community through fundraising opportunities for non-profit organizations and collateral spending within the community by event participants.

Numerous policy and action statements in both the Recreation and Arts sub-elements support study of this issue. These are listed in Attachment C – List of Supporting City Policies.

It should be noted that the City conducts some special events which are outside the purview of the Parks and Recreation Department and which may not be intended to meet the criteria outlined here. This report covers only those special events planned and conducted by the Parks and Recreation Department (Fourth of July Celebration, Halloween Harvest Carnival, Spring Eggstrava-ganza and Hands on the Arts). Using criteria from the 1990 report, these special events were evaluated, with the following results:

9. Staff Review of Existing Special Events

Overview - This event was held at Baylands Park with an estimated attendance of 4,000 people. The theme is celebrating our Nation’s Independence Day.

1. Balanced in theme, content and market appeal.

The Fourth of July Celebration is planned as a family event. The celebration is intended to appeal to the entire community and to provide a safe and enjoyable place to spend the day.

2. Draw people from the community together.

This event is open to everyone with an emphasis on serving families. Entertainment and food booths are all part of the celebration and are selected to showcase the diversity of the community.

3. Involvement of people and organizations during the planning process.

The planning committee is made up of City staff. Currently, there are no partnerships or sponsors involved in the event. Two other City departments were also represented this year (Public Safety and Water Pollution Control).

4. Events should create a sense of excitement and enthusiasm.

Staff plans this event to create fun and excitement for the entire family. Many positive comments are always brought to staff’s attention either during or after the festival is over with. The way in which the event is publicized also creates excitement and anticipation from our Community. The event is advertised through the Sunnyvale Sun, a large banner placed at Wolfe and El Camino, posters displayed through the City, (public and private businesses) and flyers distributed at City facilities.

5. Events should encourage families to participate in a shared activity.

The Fourth of July Festival emphasizes family participation. A wide array of entertainment is selected to encourage participation from everyone. Most parents enjoy being able to just relax on the lawn and listen to the music while their children are also listening or participating in children’s entertainment. Most of the carnival games are for younger children; however, parents are frequent participants as well.

6. Events should be cost effective.

The annual budget for this event is $21,971 in costs, which takes into consideration the use of over 100 adult and youth volunteers. Revenues are projected at $4,939.

7. Economic benefit to the community.

Overview - This event was held at the Sunnyvale Town Center on October 31, 1998, with an estimated attendance of 4,500 people. The theme and appeal for this event is Halloween oriented. Children attend in costume for a parade around the mall, costume contest and to participate in numerous craft projects.

1. Balanced in theme, content and market appeal.

The theme for this event appeals to the entire family; however, the planning is designed for families and younger children. The activities and craft projects follow the Halloween theme.

2. Draw people from the community together.

This event is open to the community and caters to younger children, mostly in the 5-9-age group. A costume parade, craft booths, entertainment and the food court are all part of the carnival. Two other City departments participated this year (Public Safety’s Red Ribbon Awareness and Water Pollution Control’s informational booth). Childcare providers, from Sunnyvale, also attended to collect data and hand out information.

3. Involvement of people and organizations during the planning process.

The planning committee is made up of City staff with input from the Sunnyvale Town Center management staff.

4. Events should create a sense of excitement and enthusiasm.

This event generates considerable excitement and enthusiasm. Most of the children attending came in costume and enjoyed participating in the variety of activities. Many positive comments were received on this event. The community seems to appreciate having a safe alternative for their children to enjoy Halloween. Much of the enthusiasm is also found in the many volunteers assisting the children on their craft projects. Sometimes the volunteers are just as involved and excited as the children are. Publicity on this event was also designed to create excitement, enthusiasm and participation. Promotional flyers were distributed to all Sunnyvale elementary schools, a large banner was placed at the intersection of Wolfe and El Camino and posters are displayed throughout the Sunnyvale Town Center and at City facilities.

5. Events should encourage families to participate in a shared activity.

Though designed for children, the entire family has a great time at this event. Parents can help their children participate in the different craft projects and enjoy viewing the many costumes. Selection of activities and entertainment is based on appeal to the entire family.

6. Events should be cost effective.

The annual budget for this event is $13,174 for costs, which takes into consideration the use of over 100 volunteers. Revenues are projected at $1,650. The City partners with the Sunnyvale Town Center to offer this event. The City provides set-up, take down, staffing, publicity and ordering of supplies and equipment. Town Center provides appropriate storage/work area, the facility and a nominal dollar amount to help offset the cost of materials. No participant fees are collected.

7. Economic benefit to the community.

This event, also conducted at Sunnyvale Town Center, was held on April 4^th, 1998, with an estimated attendance of 4,200 people.

1. Balanced in theme, content and market appeal.

The attraction of this event is primarily the egg hunt, which takes place from 11:00 a.m. – 2:00 p.m. The overall design of this event is very similar to the Halloween Harvest Festival. While the theme for this event originated from one specific religion, over time it has evolved into a more secular celebration of spring. Staff believes that this secular perception is partially responsible for the broad market appeal of the spring event.

2. Draw people from the community together.

This event is open to everyone in the Community and caters to youth (3-12) with most of the participants in the 3-8-age group. Other City departments participating include Public Safety and Water Pollution Control. Flyers are distributed to all schools within the Sunnyvale Elementary School District, a large banner is placed at the intersection of Wolfe and El Camino and posters are displayed throughout the Sunnyvale Town Center and City facilities.

3. Involvement of people and organizations during the planning process.

The planning committee is made up of City staff with input from the Sunnyvale Town Center management staff.

4. Events should create a sense of excitement and enthusiasm.

Children are very enthusiastic about the egg hunt. Children, separated by age and in small groups, are given a set amount of time to collect or hunt for candy filled eggs and small toys. Care is given to ensure safety and that each child "finds" eggs and/or candy. Much of the enthusiasm generated by this event comes from the 100 plus volunteers assisting the children with their craft projects. These volunteers get to observe first hand, the faces of children and their parents as they interact during the games and activities.

5. Events should encourage families to participate in a shared activity.

Though geared towards children, the entire family is encouraged to participate as parents assist their children in the many different craft selections. The parents share in their children’s enjoyment of the activities and entertainment.

6. Events should be cost effective.

The annual budget for this event is $11,707, which takes into consideration the use of over 100 volunteers. Revenues are projected at $2,500. The City partners with the Sunnyvale Town Center to offer this event. The City provides set-up, take down, staffing, publicity and ordering of supplies and equipment. The Sunnyvale Town Center provides appropriate storage/work area, the facility and a nominal dollar amount to help offset the cost of materials. No participant fees are collected.

7. Economic benefit to the community.

Overview - This regional activity is the City of Sunnyvale, Department of Parks and Recreation signature event. The event is designed for local artists to showcase their performing and creative arts and to share their skills in small "hands-on" workshops with children. The event was held at the Sunnyvale Community Center on May 16, 1998, with an estimated attendance of 6,000 people.

1. Balanced in theme, content and market appeal.

2. Draw people from the community together.

3. Involvement of people and organizations during the planning process.

4. Events should create a sense of excitement and enthusiasm.

5. Events should encourage families to participate in a shared activity.

6. Events should be cost effective.

7. Economic benefit to the community.

2. Joint Special Events Planning Committee’s Review and Recommendations Regarding Existing Special Events

The Joint Special Events Planning Committee met on December 16, 1998, to review the existing Special Events Calendar. This was the first time that a Joint Special Events Planning Committee comprised of members of the Arts Commission and Parks and Recreation Commission was convened to evaluate the City’s Special Events Calendar. While the Committee was able to meet its charge of providing recommendations on the existing Special Events Calendar and a newly proposed event, there may be potential to rework this process for the future, incorporating different tools and/or different forms of involvement.

The Committee ranked each of the City’s existing special events in five areas:

1. How well does the event draw people together?
2. To what degree does the event generate high customer satisfaction?
3. To what degree does the event encourage family participation?
4. To what degree is the event cost effective?
5. To what degree does the event provide an economic benefit to the community?

Each could achieve a maximum score of 100 and were rank ordered as follows:

• Hands on the Arts with total combined score of 98.
• Halloween Harvest Festival with total combined score of 85.
• Fourth of July Celebration with total combined score of 84.
• Spring Eggstravaganza with total combined score of 83.

The Committee then was asked to rate the overall effectiveness of the City’s special events, again using a scale of 1 to 5 for each category. The Committee’s total combined score was 88 or 88% for overall effectiveness. The Committee concluded that the existing calendar of events meets community needs and recommended that all the current events be continued.

3. Staff Review of Ideas for New Special Events (Cultural Celebration)

The only suggestion for a new special event to have been brought to the attention of either staff or the Joint Special Events Planning Committee during the past two years has been that associated with celebrating the City's cultural diversity. The importance of diversity is emphasized by the 1995 Census Bureau’s Population Profile Report which indicates that California will add 10 million international immigrants over the next 25 years, bringing that group up to 60% of the overall population. If correct, then in 25 years, for example, approximately 35% of California‘s population will be Hispanic.

Optional approaches to celebrating cultural diversity through special events range from creating new events to modifying existing ones. A new event could be specifically designed to include cultural elements, while an existing event, such as Hands on the Arts, could further emphasize culturally diverse art projects, entertainment and food venders. Another example of modifying an existing event might be to change the name and activities of Spring Eggstravaganza to reflect more of a culturally diverse spring celebration theme.

Staff believes that special events celebrating cultural diversity could be successful with regard to recognizing the extent of diversity and promoting positive aspects of different cultures.

It would be important to distinguish between a general multi-cultural event and a specific cultural event. A popular trend is to celebrate specific cultures such as Thai, Indian, Portuguese, Affribian, (etc). This report considers a multi-cultural event that could include any or all cultures. There has not been a specific suggestion as to what type of event or activities to conduct, only that the event be multi-culture in nature.

The development of a multi-cultural special event could be complicated due to the large number of cultures represented in this area. While the City’s focus would be celebrating all cultural diversity, regardless of what activities are planned, some group(s) might feel left out.

Depending on where an event were held, there could be an opportunity for various community groups to use the event for fundraising activities. The expected collateral spending of participants would also benefit the Sunnyvale business community.

The general consensus of community leaders, regarding the City sponsoring a multi-cultural special event, was that such events gain better citizen acceptance and attendance when they originate from a grass-roots effort. There are several local examples to support such thinking (Thai Festival, Ben Jara - an Indian Movie/Meal Night). One suggestion was to include or expand the cultural diversity element for existing City activities such as Hands on the Arts or State of the City.

Additionally, it was noted that there are a number of large special events in and around Sunnyvale that are not conducted by the City. Due to the expanding number of special events in the Bay area, it has become increasingly difficult to attract attendance at many events, including the Sunnyvale Chamber of Commerce’s Art and Wine Festival.

There was also a suggestion that if Sunnyvale is interested in encouraging special events, efforts should be made to streamline and reduce the multiple regulations and restrictions placed on event organizers (Alcohol and Beverage Commission, Health Department, traffic control, City Code requirements, bicycle parking, etc). Other comments suggested there was a trend in special events to move away from alcohol and toward food as a central theme. Another identified trend is the growth of more restrictions on the types and variety of event activities allowed, due to concern of lawsuits. In general, it was also suggested that a City identity or defined character is very helpful in attracting participants to any broad-based special event.

4. Joint Special Events Planning Committee’s Review and Recommendations Regarding New Special Events (Cultural Celebration)

At their meeting on December 16, 1998, the Committee reviewed the newly proposed celebration of cultural diversity. Because the event was proposed in concept only, with no specifics provided in regards to which cultures might be celebrated and how; cost; target audience; location; or time of year, it was difficult for Committee members to rank this event and compare its relative worth to the existing special events. The Committee discussed what is meant by "cultural diversity" and how existing special events, in particular, do highlight various cultures. The Committee recommended, and staff agreed, that future special events be planned with an eye to including cultural diversity where possible in terms of food, music and activities.

The Committee further recommended that the City consider offering a new event that celebrates the diverse cultures in Sunnyvale and that this new event be in addition to the existing events. Various suggestions were given as to elements this event might include. Should an event celebrating cultural diversity be pursued, the Committee asked staff to prepare a recommendation for Commissions’ and Council’s consideration regarding what elements should be included. If finances dictated that this new event could not be accommodated along with the four existing special events, the Committee suggested the current Eggstravaganza be eliminated to help fund the new event. The amount of funding made available from this action would result in significantly reducing the scope of a new cultural diversity celebration event.

All of the alternative actions listed in this report reflect a zero fiscal impact. The estimated cost of funding a new special event to celebrate cultural diversity is as much as $100,000. Such an option is not listed since the City does not have the monies required to fund such an event.

It is possible to develop and offer an event that would celebrate Sunnyvale's cultural diversity. Success for a multi-cultural event would result from community involvement and true representation of the various cultures. Therefore it would be essential that the entire community and all cultures be invited to participate. The desired outcomes of celebrating Sunnyvale’s cultural diversity could also be achieved through emphasizing cultural diversity within Sunnyvale’s existing special events. The most difficult consideration would be determining what level of community benefit could be expected from the City resources allocated to such an event. Currently, there appears to be little to no interest within the business community to fund a partnership with the City for an event to celebrate cultural diversity. There does appear to be interest within the various cultural groups to celebrate their heritage, however their interest in a multi-cultural event may be less. Staff believes the most cost effective course of action would be to pursue changes in the existing Special Events Calendar that have minimal impact on City resources, yet offers enhanced opportunities to celebrate cultural diversity.

Staff further concludes that the existing bi-annual process for reviewing special events is inefficient. This is underscored by the fact that this Report to Council reflects the first staff effort to comply with the process approved by Council in 1990. Since that time, compliance with Council policy would have dictated several bi-annual reports be produced. During the generation of this Report to Council, staff found the process overly complex and not particularly beneficial. Staff recommends a return to annual operational reviews of the Special Events Calendar supplemented by specific Study Issues when deemed appropriate by Council.

On October 19, 1998, Parks and Recreation staff met with representatives from the Sunnyvale Chamber of Commerce and the Sunnyvale Elementary School District to discuss levels of interest in special events celebrating the City’s cultural diversity. December 16, 1998, the Joint Special Events Planning Committee (consisting of members of the Arts Commission and Parks and Recreation Commission) met to evaluate the existing special events and new proposed events. Public contact was also accomplished through the normal publication and posting of agendas for Council, Parks and Recreation Commission and Arts Commission, as well as all reports being available in the Library and on the City’s Internet home page.

The Joint Special Events Planning Committee recommended Alternative No. 1 (continue the existing Special Events Calendar) and that an additional event, designed to celebrate Sunnyvale’s cultural diversity, be developed. The Committee further recommends that since the City’s financial position does not allow for such an event, then Alternative No. 3 be approved (elimination of the Spring Eggstravaganza event to fund the new event).

The Parks and Recreation Commission, at its May 12, 1999, meeting, recommended that Council act in accordance with staff’s recommendation (Alternatives Nos. 2 and 4) to direct staff to maintain the previous Special Events Calendar and to modify existing special events where possible to enhance the City’s celebration of cultural diversity and that the current bi-annual process for reviewing special events be abolished in favor of annual operational reviews by staff, supplemented by specific study issues when deemed warranted by Council.

The Arts Commission, at its May 19, 1999, meeting, recommended that Council act in accordance with staff’s recommendation (Alternatives Nos. 2 and 4) to direct staff to maintain the previous Special Events Calendar and to modify existing special events where possible to enhance the City’s celebration of cultural diversity and that the current bi-annual process for reviewing special events be abolished in favor of annual operational reviews by staff, supplemented by specific study issues when deemed warranted by Council.

Staff recommends Alternatives Nos. 2 and 4.

Prepared by:

John Lawrence
Leisure Services Manager

Reviewed by:

Robert A. Walker, Director
Parks and Recreation

Approved by: