Chris Dasté, Park, Recreation and Community Services Director

City of Burbank Park, Recreation and Community Services Department Memorandum Date: September 14, 2010 To: From: Subject: Michael S. Flad, City Manager Chris Dasté, Park, Recreation and Community Services Director BURBANK CENTENNIAL CELEBRATION UPDATE PURPOSE: The purpose of this report is to provide the City Council with an update on the City of Burbank s Centennial Celebration. BACKGROUND: At the City Council (Council) meeting of August 10, 2010, staff was directed to provide the Council with an update on planning efforts made to celebrate the City of Burbank s (City) momentous 100th birthday. As identified in the Park, Recreation and Community Services (PRCS) Department s Fiscal Year (FY) 2010-2011 Work Program, and in line with the Council s FY 2010-2011 Goals to strengthen the City s communication plan and to capitalize on the start of the Centennial Celebration (Goal No. 6(c)), staff has develop a yearlong community-wide engagement plan to observe the City s 100 th anniversary. The mission statement for the City s Centennial Celebration is: For all people who live, work, and play in Burbank to celebrate the City s Centennial commencing December 31, 2010 and culminating December 31, 2011. This yearlong celebration will consist of events and activities that: create civic pride; foster and highlight community partnerships; and honor the past, celebrate the present, and anticipate the future. In anticipation of the observance of the City s centennial, staff has established key committees to both support various anniversary planning efforts and to coordinate strategies to maximize resources and exposure for the yearlong community-wide Centennial Celebration. Staff has compiled a comprehensive list of new and existing 1

City and community-based events and activities to serve as the framework for the Centennial Celebration. The theme of the celebration is 100 Ways to Celebrate Burbank and the goal is to plan 100 different valuable opportunities for the community to observe the City s centennial (Exhibit A). Three Centennial milestone events will be coordinated: on December 31, 2010, staff will coordinate the Burbank Tournament of Roses 2011 Float Send-off Party to officially launch the celebration of the City s centennial; on July 8, 2011, staff will coordinate the Party of the Century to mark the City s official incorporation date; and on October 1, 2011 in partnership with the Burbank Unified School District, staff will coordinate a community-wide Let s Move Burbank event to promote making healthier choices, improving nutritional health, increasing physical activity opportunities, and making healthy food affordable and accessible. The strategy for the City s Centennial Celebration effectively utilizes existing resources and partnership support from community organizations. Notably, as part of the FY 2010-2011 Budget, Council approved a one-time designation of $75,000 to facilitate the celebration plans for this historic milestone. ANALYSIS: Committees comprised of City staff and members of the community frame, coordinate and implement all City Centennial Celebration plans. Central Committees and Efforts: Since March 2010, central committees have established direction and strategies, made focal decisions, and set key goals and objectives that are currently being executed by subcommittee efforts. Core Committee: The Core Committee is composed of staff from the City Manager s Office, Financial Services Department, Community Development Department, and PRCS Department (lead Department). With support from the Marketing Subcommittee and Public Information Office, two of the Core Committee s chief duties were to finalize a Centennial logo and select a qualified design firm to comprehensively brand the City s Centennial Celebration. In June 2010, a final logo was determined (Exhibit B). The distinct design will be incorporated in all printed marketing materials, Centennial website, and other appropriate avenues. In August 2010, through a Request for Proposals (RFP) process, the Core Committee selected Ruff Haus Design Studio to provide general design services for the Centennial Celebration. The Core Committee also establishes Centennial Celebration priorities as exemplified in monthly Steering and Community Committee agendas. In addition, members regularly 2

discuss the Celebration s overall budget. As the Celebration draws near, staff continues to note current and projected expenses related to subcommittee, event, and special project ventures. Steering Committee: The Steering Committee is composed of staff representatives from all 14 City Departments, including the City Council. It supports the Core Committee in setting the framework and strategies for all Centennial plans and also introduces central ideas for the year s celebration. The Steering Committee devised the City s Centennial mission statement, general theme, necessary subcommittees, and subcommittee objectives. Steering Committee members serve on the primary subcommittees they helped establish and as their respective Departments Centennial ambassadors, provide colleagues and community members with essential information on overall plans and avenues for participation. Community Committee: The Community Committee is composed of representatives from various City Boards, Commissions, and organizations. This Committee supports the Steering Committee and City Centennial plans with valuable partnerships, ideas, and opportunities. Since April 2010, the Community Committee has met bimonthly and provided key input for general efforts. Notably, members established the idea of incorporating a Centennial patch on the uniforms of youth sports teams through BUSD, local private schools, and PRCS youth leagues. A patch depicting the City s Centennial emblem will be available to be placed on a variety of uniforms, jerseys, or league shirts. Since members represent focal Burbank organizations, important community-wide decisions have been made related to anticipated Centennial plans. For example: the Burbank Tournament of Rose Association dedicated their 2011 float design process to the theme of Centennial Celebration. The selected float concept also incorporated the final Centennial logo in its design; Burbank On Parade finalized a 2011 date and established a Birthday Celebration theme; Civic Pride Committee will issue I Love Burbank buttons capturing the new logo; and the Veterans Commemorative Committee plans to further their mission of honoring the service of men and women through events and activities that highlight history. Centennial Subcommittees and Efforts: A majority of the workload related to Centennial strategies is carried out by task-focused subcommittees. Subcommittee titles encapsulate objectives deemed essential by the Core and Steering Committees. Marketing Subcommittee: Chaired by the City s Public Information Officer, the Marketing Committee works closely with the Core Committee and aided in the selection of the final Centennial design firm. 3

The Marketing Subcommittee is responsible for approving logo use on all Centennial materials and is currently collaborating with Ruff Haus to realize vintage concepts inspired by iconic Burbank themes of the past and present such as agriculture, and aviation and media industries. Either the logo or selected vintage design(s) elements and color palettes will be incorporated on flyers, brochures, promotional items, and other Centennial materials such as posters and volunteer shirts. The Marketing Committee is currently developing a comprehensive Centennial timeline that will focus on key dates (100 Ways to Celebrate Burbank, milestones, etc.) and will integrate dissemination timeframes of all printed and web-based materials, press releases, and key informational notices through Channel 6 and the City s website from October 1, 2010 through December 31, 2011. The Committee is working with Vision Internet Providers, Inc. to create a Centennial Celebration website platform on the City site. The Committee will assist with content suggestions and maintain accountability for the relevancy and accuracy of posted information. Finally, the Marketing Chair is aiding in the selection of a printer for Centennial materials. The goal of the Marketing Committee is to have the website platform fully developed by October 1, 2010 to provide the community with essential information about the upcoming celebration, a finalized event and activities timeline, a to dissemination of core marketing materials (100 Ways to Celebrate Burbank brochure and Rose Float Send-Off Party flyer). Sponsorship Program Subcommittee: The Sponsorship Program Subcommittee is tasked with developing an exciting and donor-flexible sponsorship program that innovatively highlights Burbank Centennial Celebration plans and garners support from businesses and community members that may never have financially supported general community efforts until this opportunity. The Subcommittee plans to mail brochures and related materials to a preliminary list of potential donors by October 1, 2010. Sponsorship details will also be posted on the City Centennial site. The Subcommittee is currently finalizing sponsorship levels with the top level of giving set at $20,000. All levels will provide donors recognition through media, printed materials, and Centennial banners that are proposed to line a portion of Burbank Blvd close to Five Points. Notably, staff also plans to include an opportunity for community members to purchase Centennial pavers from $250 to $500 (depending on paver size) centralized at Five Points. The subcommittee anticipates that donor responses will be received starting late October 2010 through the Centennial year. Centennial Book Subcommittee: The Centennial Book Subcommittee boasts a group of Steering and Community Committee members dedicated the preservation of City history and celebration of its 100 th anniversary. The goal of this subcommittee is to craft a three-part book that not only commemorates early history through the 1950 s as other Burbank books have accomplished; but also to note achievements and progress from 1950 s to present day with a discerning look towards the future. The subcommittee is now divided into three 4

sub-category groups to meet the vast research needs pivotal to the success of the book and to address an aggressive timeline. With the support of the Core Committee and Purchasing Division, the publishing firm Reedy Press was selected to co-publish and manufacture 2,000 copies of the 120-page book. The goal is to finalize the book for distribution during the first quarter of 2011. Subcommittee leadership has already coordinated a pre-sale marketing campaign for the book. From October 1, 2010 through January 1, 2011, books will be available for pre-sale for $30 including shipping. Thereafter, copies will be sold at $40 each, not including shipping. The majority of copies will be available for sale with a dedicated number preserved for the Sponsorship Program and as potential City offerings. Promotional Item Subcommittee: Since March 2010, the Promotional Item Subcommittee has met regularly and dedicated time to the research and selection of key promotional items. Certain pieces will be issued as free giveaways for community members at milestone and other Centennial events; but plans are also to promote the sale of items. Selected items include: 2011 Calendar, reusable shop totes, coolers, blankets, license plate frames, assorted quality apparel, and post-it notes with a phantom Centennial logo seal. The Promotional Item Subcommittee is currently going through the bidding process for all Centennial items. Plans are to issue items at specified times during the year to phase distribution and ensure that quantities are logged in preparation for potential reorders. The 2011 Burbank Centennial Celebration Calendar will be the first item issued in December. Volunteerism Subcommittee: The Volunteer Subcommittee Chair is the primary staff coordinator of the Connect Volunteer Program. Thus, efforts to connect volunteers to events and activities with service needs will be coordinated through existing staff efforts. The goals of the Volunteer Subcommittee are to craft a community-wide engagement strategy that appropriately ties to the Centennial marketing timeline. In addition, the subcommittee must establish a primary volunteer communication mode, design a volunteer shirt, general volunteer recognition efforts, and ways to preserve new volunteer support for years to come. In 2011, the Subcommittee will continuously work to address expected and unexpected Centennial volunteer needs. Other Centennial Subcommittees: When central committees devised general concepts for milestone events, event-focused subcommittees were created to support efforts from planning to implementation. Based on need, additional Centennial subcommittees may be established at any time. Subcommittees for the 2011 Rose Float Send-Off Party, Incorporation Date Party of the Century and Let s Move Burbank! partnership event are currently further developing 5

ideas and event layouts, invitation lists, selecting and securing vendors and sponsors, and devising marketing tactics that tie into the Centennial Marketing Timeline. All three milestone events will address two primary goals: fulfill the multifaceted Centennial mission statement and meaningfully engage community members of all ages. One of the City Centennial Celebration s fundamental goals is to bring people together in service. A unique opportunity for community-wide volunteerism is presented with regards to the City s Keeler/Elliott project partnership with Habitat for Humanity. One of the properties to be built will be called the Centennial House. At this time, a subcommittee is being formed to plan fundraising and service efforts for the Centennial House. The idea is to focus collective efforts through a week of scheduled Build Days. The Subcommittee is comprised of staff from the Community Development Department, the Centennial Core Committee, and will later include various community partner representatives. Staff anticipates the Centennial House Build Week to take place in late fall of 2011. The City s 100 th anniversary of its incorporation date is not only a historic milestone; officially starting on December 31, 2010, it will provide the Burbank community with a variety of quality, family-friendly opportunities to celebrate memories, hopes for the present, and dreams for the future. In addition to creating community internally, Centennial efforts aim to further solidify authentic community engagement in a way that may be sustained for generations to come. FISCAL IMPACT: There is no fiscal impact as a result of this report. However, to summarize, during the Fiscal Year 2010-2011 Budget process, the Council appropriated $75,000 of one-time funds from the General Fund Unappropriated Fund Balance to fund the City s Centennial Celebration efforts. Moreover, as part of the City s FY 2009-2010 to FY 2010-2011 manual carryover process, the Council also approved an additional $59,270.80 to assist with funding for the City s Centennial Celebration. The City s total appropriation for the Centennial Celebration is $134,270.80. Additional funding necessary for Centennial efforts will be a result of Centennial Sponsorship Program support, community-based donations, and any revenue associated from the sale of the Burbank Centennial Book and promotional items. RECOMMENDATION: Staff recommends that the Council note and file this report. LIST OF EXHIBITS: Exhibit A: Exhibit B: Exhibit C: Draft 100 Ways to Celebrate Burbank Event & Activity List Burbank Centennial Celebration Full-Color Logo Discussion Paper Request to Appropriate Funding For Proposed City Centennial Celebration 6