Civic Arts Commission Special Meeting Agenda Packet 07012024

Page 2 of 4 Arts Center’s programming strategies and goals, and shared updates on theater shows, engagement, and attendance (Attachment 1). Council members expressed interest in increasing attendance trends, as the number of shows and attendance had not reached pre- COVID numbers. To increase attendance and the quality of shows, staff developed strategies to enhance engagement at the Firehouse Arts Center through new booking models and outreach. One key strategy was a Request for Qualifications (RFQ) for a theater production contractor, to solicit new performing artists that meet audience interests and increase ticket sales to meet council- approved cost recovery goals. DISCUSSION In April 2024, the City distributed an RFQ for theater production services. As part of the process, notification of the RFQ was posted on the City website. Two vendors responded to the RFQ. A panel of six staff reviewed respondents’ written proposals, scored independently based on criteria required by the RFQ, and contacted references listed by the respondents. After a thorough evaluation process, the panel reconvened to discuss and make a final decision. Prime Time Entertainment was unanimously chosen as the preferred vendor based on several factors: • Prime Time Entertainment has 37 years of experience providing theater production services throughout the Bay Area to other municipalities, including Danville, Fremont and Sunnyvale • Reference checks yielded positive feedback on satisfaction of work, professionalism, responsiveness, and quality • Prime Time Entertainment has demonstrated quality of work and expertise in the field of theater production services • Prime Time Entertainment provides a fee rate that aligns with the City’s cost recovery goals and includes additional items not covered in previous agreements, such as Contractor liability insurance coverage and the Contractor’s inclusion of hotel costs for performers, which totaled over $5,000 in FY 2023/24. The proposed fee schedule and scope of work are outlined in the Draft Professional Services Agreement and Exhibit A (Attachment 2). Cost Recovery Metrics According to the City’s Master Fee Schedule, “Theater Shows” belong in the 76-100 percent cost recovery category. If approved, the total projected City expenses paid to Prime Time Entertainment and their contracted performers, compared with the projected City revenue associated with these performances, results in a cost recovery projection of 82%. New Show Offerings In response to City Council feedback, one of the goals of the new contract will be to increase the quality, frequency and attendance of Firehouse Arts Center shows. Prime Time works with local communities and theater staff to identify audience interests in music genres and identify the best times and dates for shows. Working with several local agencies, they are also able to book individual performers for several venues across the Bay Area to maximize travel Page 4 of 52