Laserfiche WebLink
BACKGROUND <br /> The success of Civic Arts programs and events is highly dependent upon an effective, <br /> consistent, highly coordinated and responsive publicity /marketing program. These <br /> programs include: the award winning Poet Laureate program; Pleasanton's "Free <br /> Shakespeare in the Park" and "Woman's Will" productions; Teen Improv; "Pleasanton <br /> Youth Music Festival;" the nationally recognized, "Poetry Prose and Arts Festival;" and <br /> the "Annual Children's Arts Festival." <br /> Civic Arts, which offers professional performing arts experiences (i.e. performers such <br /> as George Winston, Judy Collins, etc.) at the Amador Theater, is another program <br /> which is highly dependent upon effective publicity efforts. The same is true for the <br /> School Concert Series and SaturYayr; a series of musical presentations for younger <br /> children and their families. Civic Arts also offers professionally produced and directed <br /> plays for young people to participate in. In anticipation of the advent of the Firehouse <br /> Arts Center opening, Civic Arts expanded its offerings to include three (3) productions <br /> this year. <br /> Civic Arts will soon shift its focus from the Amador Theater to the soon -to -be completed <br /> Firehouse Arts Center. An ambitious program of performing arts, fine arts, and hands <br /> on arts workshops are being planned for this facility. Staff is planning to present at least <br /> 4 -5 performances in the new Firehouse Theater per week. This will include a mix of <br /> professionally performed programs featuring cabaret style music, jazz, classical music, <br /> stand -up comedy, literary presentations, drama, youth /family theater matinees, etc. Art <br /> gallery staff has already arranged for 6 -9 art exhibitions during the first year of <br /> operation. Various arts related workshops and classes are being scheduled for the <br /> classrooms located at the new facility. All of this programming is designed to attract <br /> more individuals, families, and groups to the Downtown area in order to enhance its' <br /> economic and cultural vitality. This expanded programming will require a corresponding <br /> expansion of Civic Arts' marketing, branding, and publicity efforts. <br /> DISCUSSION <br /> Attention Business Communications has a proven track record with the City and is <br /> highly regarded and respected by the local and regional media. Under the direction of <br /> Barbara Lewis, the firm is very familiar with the City's Civic Arts programs and <br /> imminently qualified to speak to the media on any Civic Arts related subject. Ms. Lewis <br /> has garnered unprecedented levels of media coverage for Civic Arts programs in the <br /> past having provided publicity and marketing services to the Civic Arts Division since <br /> 1999. A consistent, vibrant and growing marketing effort on behalf of Civic Arts <br /> programs will be even more important as the City anticipates the completion of the <br /> Firehouse Arts Center in 2010, and expanded arts related programming at that location. <br /> The advent of other performing arts venues in Livermore, San Ramon, Tracy and Las <br /> Positas College requires Civic Arts to maintain and nurture an ambitious, expanding <br /> marketing and publicity campaign. <br /> Given the very high quality of Ms. Lewis' work and her familiarity with the Civic Arts <br /> Program, her outstanding relationship with the local media, and the need for a <br /> Page 2 of 3 <br />