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DISCUSSION The successful presentation of the vast array of Civic Arts programs and events is highly dependent upon an effective, consistent, highly coordinated and responsive publicity/marketing program. These programs include: the award-winning Poet Laureate Program; Pleasanton's Free Shakespeare in the Park and Woman's Will productions in City parks; the new Teen Improv program; Pleasanton Youth Music Festival and the Don Lewis Young Expressions Program; the nationally recognized Poetry Prose and Arts Festival; and the Annual Children's Arts Festival. Civic Arts Presents, which offers professional performing arts experiences (i.e. performers such as George Winston, Judy Collins, etc.) at the Amador Theater is another program which is highly dependent upon effective publicity efforts. The same is true for the Civic Arts School Concert Series and newly announced SaturYay.~ series of musical presentations for younger children and their families. Civic Arts Stage Company, which offers professionally produced and directed plays for young people has expanded to three (3) productions this year (in anticipation of the advent of the Firehouse Arts Center), and will require significant marketing and publicity support. Attention Business Communications has a proven track record in the publicity field and is highly regarded and respected by the local and regional media. Under the direction of Barbara Lewis, the firm is intimately familiar with the City's Civic Arts programs and imminently qualified to speak to the media on any Civic Arts-related subject. Ms. Lewis has garnered unprecedented levels of media coverage for Civic Arts programs in the past having provided publicity and marketing services to the Civic Arts Division since 1999. Although a Public Information Officer (PIO) position has been added in recent years, the focus on press releases, awards, and presentations covering all City departments makes it difficult to dedicate the desired resources to a program like Civic Arts. A consistent, vibrant and growing marketing effort on behalf of Civic Arts programs will be even more important as the City anticipates the completion of the Firehouse Arts Center in 2009, and expanded arts related programming at that location. The advent of other performing arts venues in Livermore, San Ramon, Tracy and Las Positas College requires Civic Arts to maintain and nurture an ambitious, expanding marketing and publicity campaign. Given the very high quality of Ms. Lewis' work and her familiarity with the Civic Arts Program, her outstanding relationship with the local media, and the need for a consistent approach to media relations at this time, staff is recommending that this contract be renewed for this year without conducting the usual bid process. Staff plans, however, given the advent of the Firehouse Arts Center in 2010 and the proliferation of performing arts venues in the area, to develop an all new and expanded marketing plan for Civic Arts for FY 2009/10 and 2010/11. Requests for proposals will be distributed to all publicity/marketing consultants and the usual City bid process will be utilized at that time to procure appropriate consultant services. Page 2 of 3