Celebrate Sunnyvale 2000 is a group of "civic-minded citizens who have come together to celebrate the new millennium and the new century." The group is in the process of organizing a number of events in Sunnyvale through March 31, 2001. The group seeks the City's support in a number of ways, as detailed in Attachment A and discussed further in this report. Staff recommends:

• Council approve co-sponsorship of the Celebrate Sunnyvale parade for January 8, 2000 (allowing the group to list the City as a co-sponsor and use the City logo, subject to review of any items being distributed with the logo and approval of a Miscellaneous Plan Application).
• Council approve the use of City resources (staff time) for Public Safety and Public Works to provide appropriate support to the parade.
• Council take a neutral position at this time on the Time Line Wall and consider the issue further when more details make a full analysis possible.
• Staff makes no recommendation on the request for a cash contribution of $8.000.
• Council approve display of Celebrate Sunnyvale 2000 banners for a period of the next year as part of the normal banner rotation.
• Council require that the banner design be approved by the Director of Community Development and no additional expenditures be incurred by the City.

The Celebrate Sunnyvale 2000 group has been meeting for a number of months. Several Councilmembers have participated in some of the meetings, and staff from various departments has been involved with the group in varying degrees. Representatives of the group attended the Council public hearing on the budget and made a public announcement at the Council meeting of September 14. A letter, dated September 24, 1999 was sent to the Mayor and Council formally requesting the City’s support in four areas (Attachment A). At the Council meeting of September 29, Vice Mayor Vorrieter asked that staff evaluate the request and report back no later than October 19. Additional information on the scope of Celebrate Sunnyvale 2000’s efforts is included in Attachment B.

As noted in the letter of request, the purpose of Celebrate Sunnyvale 2000 is "to celebrate the diversity and history of Sunnyvale, envision Sunnyvale's future, to organize a number of citywide events and to develop permanent commemorative structure(s)." Furthermore, the group intends to encourage the participation of individuals, businesses and school districts to sponsor events and programs.

Celebrate Sunnyvale 2000 has requested that the City support the effort in a number of ways. Specifically:

• Co-sponsor a Celebrate Sunnyvale 2000 Parade on January 8, 2000.
• Permission to build a "Time Line Wall" on City property or use a wall that already exists, such as the Arboretum wall. The group requests the City include the general maintenance of the wall in future budgets.
• Seed money in the amount of $8,000 is needed to help with publicity and administrative costs for Celebrate Sunnyvale.
• Support to hang "Celebrate Sunnyvale 2000" banners on the existing City banner posts.

As part of the preparation for this report, staff sought additional details and clarification from Margaret Lawson, Chair of the Celebrate Sunnyvale 2000 Committee, as well as input from staff in Community Development, Public Works, Public Safety, and Parks and Recreation.

General Plan Sub-Element:

7.2B Achieve a community in which citizens and businesses are actively involved in shaping the quality of life and participate in local community and government activities.

7.2B.3 Support local and neighborhood organizations and strengthen contacts between the City and community groups.

7.2D.2 Provide opportunities for all citizens and organizations to successfully interact and do business with the City.

7.2E.2 Encourage celebrations of community and projects which focus on the character, diversity and quality of Sunnyvale.

The Community Participation Sub-element (7.2, updated in 1995) also has a section on "Community Events" which states:

"The City is especially interested in increasing its facilitation role to help community members plan and hold special events which provide vitality and identity to the community. Using this approach, the City can leverage its ability to celebrate Sunnyvale and strengthen the community's role in producing events and activities."

Within the constraints of limited time and information, staff endeavored to evaluate each of the specific requests as well as look at the broader policy issues raised by this request.

The Celebrate Sunnyvale 2000 group has been discussing the parade with staff from Community Development, Public Works and Public Safety. While there does not appear to be an official policy or process regarding parades, they are not without precedent and staff generally deals with them at an administrative level. The most notable parade in the City is the annual Lakewood Village parade, but this is limited in size and impact. Issues to be considered regarding a parade include: traffic, noise, safety and impact on those along the route.

Staff has worked with the group to design a parade route that creates the least disruption. The suggested route would start at Ellis School, travel down Olive to Sunnyvale-Saratoga and then turn on Washington and disband in the City parking lot on Taaffe (this is different from the route outlined in Attachment A). The route is approximately one mile long and the parade is tentatively scheduled to run from 10 AM - 12 Noon on Saturday, January 8. Even with this revised route, some concerns about the impact on the residential neighborhood have been raised. In any such event like this, there is a trade-off between impact on a residential area vs. impact on traffic flows (for example if the route was to go down Mathilda or Fair Oaks).

Staff from Community Development is treating this event like the Art and Wine Festival and requiring a Miscellaneous Plan Application. Staff has had preliminary discussions with the group, but no formal application has been submitted at this point.

The request from Celebrate Sunnyvale 2000 is for the City to "co-sponsor" the parade and "provide the necessary assistance with public safety." Upon further discussions with Ms. Lawson, co-sponsor is intended to allow for the use of the City’s name (and possibly logo) on advertising material, provide technical assistance (such as help with the route, putting up temporary closure signs, and providing names of businesses and residents along the route to be notified), and absorption of any Public Safety costs for traffic control. There has been some discussion of making the parade an annual event if it is successful, but the request at this point is solely for 2000 and is being evaluated in that context only. Should Council’s interest be to have an annual parade with City support, staff suggests the issue be included as a Council Study Issue for the December 1999 Workshop.

According to Public Safety staff, it is estimated that two officers would be needed to provide traffic control along Sunnyvale-Saratoga (assuming the current proposed route is used). It is possible that Explorers could provide the service at no cost. For large events such as the Art and Wine Festival or the Thai Festival, Public Safety generally requires reimbursement for any costs associated with increased public safety. However, Public Safety personnel provided assistance with the Olympic Torch run through Sunnyvale in 1996 without seeking reimbursement. Public Safety believes it can absorb the cost of providing traffic control for the proposed parade within its existing operating budget, assuming assistance is needed for the traffic control and not crowd control.

Public Works has been, and would need to be, involved in the parade effort. This includes involvement in the route, putting up signs announcing road closures, putting up barricades, taking them down immediately after the parade, placing and collecting recycling receptacles, and possibly doing an extra street sweeping after the parade. It is estimated this would take a total of ten people ten hours each, for an approximate cost of $3000 in staff expenses. Public Works feels it can absorb this cost out of operating budgets.

Staff recommends Council approve co-sponsorship of the parade for January 8, 2000, allowing the group to list the City as a co-sponsor and use the City logo - subject to review of any items being distributed with the logo, and subject to approval of a Miscellaneous Plan Application. Staff further recommends that the Council approve the use of City resources (staff time) for Public Safety and Public Works to provide appropriate support to the parade.

The group is asking for the use of City property to display a wall that would portray a timeline of the City’s history lined up against the history of the state, nation and world. The idea is to create a piece of permanent history while celebrating the historic turn of the century. The desire is to use public property because of the greater likelihood of its permanence. The wall of the Arboretum has been suggested, but the group is open to other options with high visibility and foot traffic, and has mentioned the grass area in front of the Library as a possibility. The group anticipates a need for a wall 50-100 feet in length. The cost of designing and building the display would be underwritten by corporate sponsors, but the request is for any landscaping and on-going operating costs to be borne by the City. It is estimated the initial cost for design and building would be approximately $25,000, but no estimate of on-going costs was provided.

The request for City support for a Time Line Wall is the least developed aspect of the proposal from Celebrate Sunnyvale 2000. Parks and Recreation staff raised several concerns based on the limited information provided and felt no serious evaluation could be done at this point in time. Therefore, staff recommends Council take a neutral position at this time, until more detailed plans are presented that would allow staff to make a recommendation concerning the long-term costs and the feasibility and appropriateness of proposed locations and the information to be displayed on City property.

Celebrate Sunnyvale 2000 has requested $8,000 from the City, primarily to pay for advertising expenses. No specific budget was submitted, but the committee is working on developing one. For example, they have estimated that it would cost over $1,000 for posters, $1,000 for ads in the Sunnyvale Sun, etc. They would like to be able to put up big banners on the City posts at El Camino Real and Wolfe, as well as the Community Center.

Funds contributed to Celebrate Sunnyvale 2000 will be deposited into the Leadership and Educational Foundation of the Chamber of Commerce and will be earmarked for the Celebration effort. This will allow tax-deductible contributions and ensure proper bookkeeping. The group is also soliciting funds from corporate sources and individuals.

Whether or not the City wants to contribute cash to the effort is up to the Council – staff makes no recommendation. The City does provide funding to certain non-profit agencies through the Outside Group Funding process (Attachment C). This is a process that includes extensive review and accountability for those funded. It is generally targeted to services assisting low-income Sunnyvale residents. Funding is done on a fiscal year basis. The City also co-sponsors non-profit groups. This too is done on a fiscal year basis, with the application process starting in the December of the preceding year. Co-sponsor status, as outlined in Council Legislative Policy 7.2.6 (Attachment D), is for non-profit or tax-exempt groups that provide services closely associated with the goals and objectives of the Recreation and/or Arts Sub-Elements of the General Plan. Benefits include such things as: scheduling of City facilities on priority basis (after City uses), listing in activity guides, printing of flyers, a staff liaison, etc. While the City provides in-kind support, there is no direct dollar contribution to any co-sponsored group.

Should $8,000 or any other amount be approved for Celebrate Sunnyvale 2000, it would simply be a reduction of that amount from the General Fund balance. Council could put restrictions on the use of the funds or simply direct that they be used in ways that are appropriate for public funds (no food, alcohol, etc.). The City could also ask for regular financial reports or a report at the end of the project to ensure the funds are used appropriately. Council also needs to be mindful that this type of funding could set a precedent for future funding requests of a similar nature.

The City currently has a banner program under the direction of the Economic Development program that displays 148 banners on City posts along key transportation routes (such as El Camino Real and Mathilda). The banners are currently rotated 3-4 times year, including before and after the winter holidays and then in late Spring. When one banner comes down, another goes up. The City purchased the banners and pays for the hanging by a private firm.

The group has requested that the City put up a new "Celebrate Sunnyvale 2000" banner from the end of 1999 until the end of 2000. The group would solicit corporate sponsors to pay for the design and manufacturing of the signs, but has asked for the City’s permission to hang them as well as covering the labor costs associated with hanging the signs.

Community Development staff has agreed to put up a "Celebrate Sunnyvale 2000" banner from the end of December 1999 until the Spring of 2000. It is possible that the same banner could be rotated back into the cycle later in the year, but no commitment has been made. It is staff’s belief that to be effective, a banner program must rotate throughout the year. There would be no additional cost to the City in that 3-4 changes of banners is already anticipated and budgeted.

Staff has also requested that the group use the City’s contractor for the design and manufacture of the banners and that the Director of Community Development approves the design. Staff recommends Council approve the display of Celebrate Sunnyvale 2000 banners on City posts on the condition that the Director of Community Development approves the design and the City incurs no additional costs.

The turn of the century is a once in a lifetime event that provides unique opportunities for the community to come together to celebrate. Therefore, staff believes it is appropriate for the City to participate and encourage the effort, which is consistent with the Community Participation Sub-Element. However, approval of this request could raise concerns about a precedent being set. In that light, the following is a list of questions for Council to consider:

• If funding and co-sponsorship is approved for this, why not for any other group that makes a request to celebrate year 2000 in our community or other community celebrations?
• Will staff be inundated with other requests? How should they be handled?
• Where is the line to be drawn?
• Does Council want to consider all requests on a case by case basis, or should there be general guidelines to direct staff action?
• What is the impact on the normal process others have to go through for Outside Group Funding or Co-Sponsor status?
• What is the proper role of staff in support of community events?
• How do we ensure there is coordination and groups don’t approach different staff at different times with different requests?

Should Council wish to support the Celebrate Sunnyvale 2000 effort, staff suggests that the Office of the City Manager coordinate the City’s involvement.

The fiscal impact of this report is limited to any cash contribution the Council may decide to make. All other expenses would come out of existing, approved budgets.

Publication of the agenda in the San Jose Mercury News, posting of the agenda and copies of the report on the internet.

1. Council approve co-sponsorship of the parade for January 8, 2000 (allowing the group to list the City as a co-sponsor and use the City logo, subject to review of any items being distributed with the logo and approval of a Miscellaneous Plan Application).
2. Council approve the use of City resources (staff time) for Public Safety and Public Works to provide appropriate support to the parade.
3. Council approve co-sponsorship, but not the use of the logo or use of staff resources. Any staff time above normal operations would be reimbursed on a cost basis.
4. Take another action regarding the parade.
5. Take no action regarding the parade.

2. Time Line Wall:

1. Council approve the use of City property and on-going operating expenses for a Time Line Wall, and direct staff to include the additional operating costs in the budget. Funding for this will come from the General Fund contingency reserve.
2. Council take a neutral position at this time and consider the issue further when more details are available from Celebrate Sunnyvale 2000 to make a full analysis possible.
3. Take another action regarding the Time Line Wall.
4. Take no action regarding the Time Line Wall.

3. Cash Contribution:

1. Council approves funding of $8,000 to Celebrate Sunnyvale 2000 through the Chamber of Commerce Leadership and Educational Foundation.
2. Council directs funding of different amount of cash contribution.
3. Council make no cash contribution.
4. Council put restrictions on the use of any cash contribution.

4. Banners:

1. Council approve display of Celebrate Sunnyvale 2000 banners from December 28. 1999 until December 1, 2000
2. Council approve display of Celebrate Sunnyvale 2000 banners for a period of the next year as part of the normal banner rotation.
3. Council require that the banner design be approved by the Director of Community Development and no additional expenditures be incurred by the City.
4. Take another action regarding the banners.
5. Take no action regarding the banners.

Staff recommends alternatives: 1A, 1B, 2B, 4B and 4C. Staff makes no recommendation on item #3, the cash contribution.

Prepared by:

Daniel Rich
Assistant to the City Manager

Reviewed by:

Amy Chan
Assistant City Manager

Approved by:

Robert S. LaSala
City Manager

1. Letter from Celebrate Sunnyvale 2000
2. Scope of Celebrate Sunnyvale 2000
3. Application instructions for Outside Group Funding
4. Council Co-sponsor policy (7.2.6)