City Council Agenda

December 14, 2015 / Page 1 File No.: 315-17

CITY COUNCIL AGENDA REPORT

Subject: EVENT STIMULUS FUND Recommendation(s) 1. That the following grants be awarded from the Community Significant Event

Stimulus Fund: Event Organizer Grant Amount Night of Artists Phil Alain $15,000.00 Seven Music Festival Bailey Event Management $25,000.00

Purpose of Report This report brings forward the Economic Development Advisory Board’s (EDAB) recommendation for funding allocation from the intake of applications received under Council Policy C-CS-11, Community Significant Event Stimulus Fund for Council’s consideration and approval. Council Direction Under Council Policy C-CS-11 Community Significant Event Stimulus Fund, most recently revised on June 23, 2014, the Economic Development Services Division is responsible for forwarding the funding recommendations provided by the Economic Development Advisory Board to Council on a semi-annual basis. Background and Discussion The Community Significant Event Stimulus Fund (CSESF) was created from funds associated with the Steele Hockey club rebate to the City, and was used to support the development of a new community significant event or to support the development of a specific new element of a longer standing community significant event. The Event Hosting Committee, a committee comprised of staff and community volunteers, developed the CSESF policy, the funding application and recommended the evaluation criteria. The policy indicates that the Event Hosting Committee would also be the evaluators of the applications. However, since the

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December 14, 2015 / Page 2 File No.: 315-17

development of the policy this committee has disbanded; therefore it was necessary to find another committee to take on the role of application evaluators. Administration approached the Economic Development Advisory Board (EDAB) to vet their interest as evaluators of the CSESF applications. EDAB was formed to provide expertise and a community perspective to Economic Development and consists of twelve (12) community members with varied backgrounds. EDAB agreed to perform the role of evaluating the applications and recommending funding amounts. To date the CSESF has provided the following funding:

• April 22, 2014 o EEK! $40,000.00

• November 17, 2014

o Night of Artists $23,397.00, o Seven Music Festival $40,000.00, o EEK $35,000.00

• May 25, 2015

o Shine Lifestyle & Yoga Festival $20,000.00. A public call for submissions to access the CSESF was initiated in October and two qualified submissions were received by the deadline and were reviewed and vetted by EDAB. Attachment 1 is a review and summary of the recommendations that EDAB has prepared for your information. Stakeholder Communications or Engagement Community engagement was achieved through the involvement of community members on the Event Hosting Committee. Implications of Recommendation(s) a) Financial:

• $40,000.00 will be withdrawn from the Community Significant Event Stimulus Fund to support:

o Night of Artists 2016 $15,000.00. o Seven Music Festival 2016 $25,000.00. o

Should the recommendations be approved as presented, approximately $600.00 will be remaining in this fund.

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December 14, 2015 / Page 3 File No.: 315-17

b) Legal / Risk: • Grant recipients are required to utilize funds as specifically authorized and

to report to the City in a specified manner on the use of those funds. Recipients are advised that the failure to comply with these requirements may result in demands to repay the funding or refusals to provide grant funding upon future applications.

c) Program or Service:

• None at this time.

d) Organizational: • None at this time.

Alternatives and Implications Considered If Council does not wish to support the recommendation, the following alternatives could be considered:

a) Council direct administration to work with applicants to modify applications.

b) Council recommends a level of funding different that recommended by EDAB.

Strategic Connections a) Council’s Strategic Outcomes and Priorities (See Policy C-CG-02)

• CULTIVATE ECONOMIC PROSPERITY: A diversified, robust and resilient economic foundation to support growth and community service delivery.

• CULTIVATE A HISTORIC, CREATIVE, AND ACTIVE COMMUNITY: A vibrant and involved community with a variety of culture, recreation and heritage opportunities.

• CULTIVATE A SAFE, HEALTHY AND INCLUSIVE COMMUNITY: A community that provides opportunities for everyone to realize their potential in thinking, caring and connected way.

b) Long Term Plans (e.g. MDP, Social Master Plan, Cultural Master Plan, etc.)

• Tourism Masterplan • Social Master Plan – “St. Albert is a community where residents are

engaged and participate in a vibrant community.” • Cultural Master Plan – “Celebrate Cultural Assets, promote Cultural

Tourism”

c) Corporate Objectives (See Corporate Business Plan)

d) Council Policies • City Council Policy C-CS-11 Community Significant Event Stimulus Fund

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December 14, 2015 / Page 4 File No.: 315-17

e) Other Plans or Initiatives (Business Plans, Implementation Strategies, etc.) • N/A

Attachment(s) 1. Evaluation of Community Significant Event Stimulus Fund

(November/December 2015) 2. City of St. Albert Community Significant Event Stimulus Fund Applications 3. City Council Policy C-CS-11, Community Significant Event Stimulus Fund Originating Department(s): Economic Development Author(s): General Manager Approval:

Joan Barber, Manager, Business Retention & Expansion Guy Boston, Executive Director

City Manager Signature:

Date:

Attachment 1

Evaluation of Community Significant Event Stimulus Fund (November/December 2015)

a) review the grant applications in accordance with the Policy; and

b) make funding recommendations to the Economic Development Services Division.

EDAB Grant Amount

Rationale

$25,000

The Seven Music Fest was highly successful in its inaugural year and EDAB wants to

commit to another year of funding to help support this great addition to the community in

2016. Mr. Bailey is a long-time resident of the city, with a demonstrated ability to

succeed in events such as this. The event is also consistent with St. Albert's "Cultivate

Life" vision and "Botanical Arts City" branding. Although no materially new innovations

are planned, this event is still in its infancy and is arguably still new to the community

and in need of assistance.

When determining the grant amount for Seven Music Fest, EDAB used the following

rationale:

- The Significant Event Stimulus Fund ("the Fund") is not intended to fund events into

perpetuity. The presumption is that over time, the reliance on funding should decrease

and ultimately no longer be needed. Last year a grant of $40,000 was presented to

Bailey Event Management for the inaugural event in 2015. This year EDAB expects the

required amount to decrease, where this level of grant provides reasonable support to

achieve a break-even financial position.

- The Fund is meant to support the development of the event, not entirely mitigate the

risk of loss for the festival organizers. The 2016 event currently projects a

$13,000 profit; therefore, the full requested grant amount was reduced to shift more of

the risk to the event planner.

- The inaugural event almost broke even and was positively received by the community,

where there is no reason to believe that the event should not be more successful in its

second year as the credibility of the event rises.

- The 2016 estimated entertainment costs have increased $10,000 and production fees

(presumably payable to Mr. Bailey's management company) have increased $3,500 (to

$28,500). These discretionary costs can be managed to allow the event to succeed.

EDAB Grant Amount

Rationale

$15,000

The Night of Artists continued to build upon its success in 2015 and EDAB wants to

commit to another year of funding to help support the multi-day event in 2016, as it

builds up support towards Canada's 150th Anniversary mural component. Mr. Alain is a

long-time resident of the city, with a demonstrated ability to manage this event given its

existence of 18 years. The art festival theme is also consistent with St. Albert's

"Cultivate Life" vision and the event is held in conjunction with the Mayor's Evening of

the Art's Gala, which supports economic tourism. With the introduction of the Canadian

Mural Mosaic, the event also supports the mandatory requirement to introduce a material

social innovation.

When determining the grant amount for the Night of Artists, EDAB used the following

rationale:

- The Fund is not intended to fund events into perpetuity, but rather to support events

that are in their infancy and/or adding a material social innovation. As a long standing

event, the Night of Artists should be self-sustaining at this point. Although the event is

innovating around the 150 Canadian Murals coast to coast train to celebrate Canada's

150th Anniversary, Mr. Alain noted that most of the communities participating are

supporting their individual murals directly.

Seven Music Fest

Night of Artists

As per the Responsibilities subpart of the Community Significant Event Stimulus Fund Policy ("the Policy") section 2,

the Economic Development Advisory Board ("EDAB") shall:

City of St. Albert

Community Significant Event Stimulus

Fund Application

GENERAL INFORMATION

Event Name: Seven Music Fest

Event Date: Saturday, July 9th, 2016

Location: Mission Hill Park

Host Organization: Bailey Event Management

Host Website: sevenmusicfest.com

Primary Contact Person: Barry Bailey

Address: 29B Rowland Cr., St. Albert

Day-Time: (780) 266-1836

Email: baileyevents@telus.net

Photo courtesy of Sean Peacock Digital Photography

Attachment 2

EVENT OVERVIEW

Photo courtesy of Sean Peacock Digital Photography

Event Type: A Music Festival

Event Description:

The inaugural Seven Music Fest was staged July 4th, 2015, nestled in the heart of St. Albert on

the beautiful setting of Seven Hills (Mission Park). As our headliner, Canadian rock star Sam

Roberts said, “It doesn’t get any more Canadian than a music festival on a toboggan hill…” In

addition to the Sam Roberts Band, we presented six diverse, talented Canadian musical acts on

the main stage, along with a variety of vendors including food, artists, and merchants. We were

ecstatic to host a Showcase for St. Albert artists Matthew Potter, the Bellerose Slam poetry

team, Ella Coyes and Julia Nicholson. Elder Tony Arcand from Alexander performed an opening

“Welcome” prayer.

Target Attendance: 2,000 – 2,500 *estimate.

Ticket Prices: Adult - $49.00 (in advance), $59.00

Children (12 & under) - $19.00 (in advance), $29.00

Attachment 2

Breakdown of Attendee Residency (*estimate)

St. Albert - 40% Edmonton Region - 45% More than 40km away: 15%

Target Audience

It is anticipated that the age breakdown of attendees will be:

Under 25: 10%

25 - 35: 50%

35-50: 30%

50 plus: 10%

ST. ALBERT’S BRAND PROMISE

Cultivating Music!

Essentially the first year of a music festival is a “brand launch” introducing a unique musical

experience designed to cultivate a new audience. We believe we were successful in producing

an event that not only appealed specifically to St. Albertan’s but to music lovers from around the

region and beyond. Seven Music Fest has firmly established itself as a major new player on the

Regional festival scene, embracing and reflecting the “Cultivate Life” brand that exemplifies the

family fun of Seven.

Photo courtesy of Sean Peacock Digital Photography

Attachment 2

PROPOSED SCHEDULE OF ACTIVITIES

Staying true to the formula that proved successful for SEVEN last year, we will again in 2016

look toward a mixture of local and regional talent with a major national act serving as the

headliner. We believe we achieved our objective of presenting a cross section of top notch

musical acts. SEVEN has already begun the task of seeking out acts to populate our line up

with unique, family friendly entertainers that will make SEVEN a “must attend” event. We’re

looking at adding one or two “specialty” performers to be included as part of the bill such as

Fable Entertainment featuring dance, fire, music and circus arts. Seven Music Fest will again

proudly host the St. Albert Showcase for up and coming local artists.

EVENT INFRASTRUCTURE

The second annual Seven Music Festival will be held at the Seven Hills Park Saturday July 9th,

2016. The SL260 stage will be placed at the foot of the hill facing northwest. The natural shape

of the site contains much of the volume generated from the stage. The circumference of the

festival location will be fenced using snow fence with temporary steel fencing incorporated in

strategic areas such as backstage. A number of vendor tents will be on-site selling a variety of

unique wares such as clothing, art, jewellery and other appropriate merchandise. In addition, a

first-aid trailer will be on-site along with a lost children’s and information tent. A select number of

food trucks will provide healthy and delicious food choices. A separately fenced 18+ “beer &

wine garden” and VIP tent will be erected with ASIP certified servers and security. Both will

feature hot food choices within the tent. Approximately 30 + porta-potties will be strategically

placed around the site. In partnership with the AHF we will again utilize the Little White School

house as our volunteer and security centre. On-site lighting will be provided. SEVEN will

continue to utilize a “Green” philosophy in every aspect of the festival, from the office and

kitchen to the site itself. The site will be well stocked with garbage and recycle containers to

ensure a high level of cleanliness is maintained throughout. Site recyclables will again be

Attachment 2

donated to the BAM youth group. Our “Green Team” will be in place to ensure that cleanliness

is sustained from start to finish. A thorough after-show cleanup will be conducted on the site.

We are proud to say we left the site in better condition than we found it in 2015.

ECONOMIC IMPACT

Our social media data indicates the bulk of our attendee’s fell into the 25 – 55 year old age

bracket. Observationally and via face to face contact and feedback SEVEN attracted an ideal

demographic of primarily young professionals, many with young families. The goal was and will

continue to be, to attract this demographic complete with their considerable disposable income.

SEVEN will always utilize local suppliers and vendors as a first choice wherever possible for

rentals, catering, etc. Based on St. Albert Economic Developments best estimates, SEVEN had

associated economic activity of approximately $250,000.00 in 2015.

PROMOTIONS PLAN FOR THE EVENT

A significant promotional plan utilizing a variety of strategic media partnerships was

implemented for 2015 including print, television, radio and social media/web. An estimated

675,000 impressions were generated from the coverage that spanned across Print, TV, Radio,

online blogs, Facebook, and Twitter channels. The Seven Fest website received over 12,000

unique visitors to the site, over 35,000 page views and 17,500 impressions with ¾ coming from

outside St. Albert, and about 60% of visitors in the 18-24 age range. The SEVEN twitter

account, @SevenFest, generated almost 600,000 impressions and reached 209,810 accounts.

The marketing plan for 2016 will be tweaked based on the results and data gathered from year

one.

Sam Roberts Band @samrobertsband

Summoning all rocknrollers in YEG and St. Albert to the inaugural @SevenFest this Saturday. Let's make

it the first of many!!#yegmusic

Nolan Crouse @stalbertmayor

Today's the day with @SevenFest as our July Festival. Hoping it succeeds as the first annual of many -

c'mon everyone lets make it happen !

Attachment 2

1. Strategic Partnerships

○ Arts & Heritage Foundation

■ Provided the Little White School house to use as our “volunteer lounge” and security centre.

We anticipate partnering with AHF again in 2016.

○ BAM St. Albert

■ We are looking forward to working BAM for the coordination and provision of volunteers for

2016.

○ GSACRD – École Father Jan agreed to allow SEVEN to use portions of the school for

dressing rooms, green room and a production office and we look forward to working with them

again in 2016.

○ SAIF – provided ASIP certified Servers for the Beer & Wine Garden in return for an

honorarium. We will be utilizing SAIF’s services again in 2016.

○ Neighbours - Northern Alberta Business Incubator, St. Albert Tennis Club, Chapel of the

Immaculate Conception and St. Albert Catholic Parish, will again be advised well in advance of

the Festival taking place. SEVEN did not receive any negative feedback from our neighbours in

2015. We also offered a two-for-one ticket deal to residential neighbours which was well

received and utilized. The same offer will be in place for 2016 to ensure we nurture a positive

ongoing relationship with our neighbours.

○ City of St. Albert – We worked very closely in a collaborative and productive relationship with

the staff of Recreation & Parks, Economic Development, Transportation, Engineering and other

city departments. We’re counting on a similar relationship in 2016.

○ Local businesses - sponsors, hotels, restaurants and transportation

○ St.Albert RCMP – Do not anticipate any obstacles in moving forward with the Festival in 2016.

Attachment 2

BUDGET

REVENUE - Projections 2016

Ticket Sales 2500 tickets will be offered for sale in 2016 with potential revenue of

$130,950. (A combination of Adult & Youth tickets)

Sponsorships $10,000

Vendors/Artists $3,000

Liquor sales $45,000

Merchandise $ t-shirts 375 (15%of attendee’s) x $25 = $9375

Grant $ 40,000

Total Revenue $238,325

EXPENSES – Projected 2016

Entertainment Talent $ 95,550

Liquor $15,000

Event Staff $ 29,000

Security Services $10,000 (including RCMP)

Production $ 28,500

Site costs $ 21,500

Marketing $ 15,900

Ticketing $ 4,000

Admin/office $ 1,000

Volunteers $ 1,200

Insurance $ 3,500

Total Expenses $ 225,150

Profit/Loss $ 13,175

Attachment 2

EVENT EVALUATION

GOAL OBJECTIVE/TARGET METHOD OF PERFORMANCE

MEASURE

Attendees 2,500 + Ticket Sales Report

Vendors 6 + Exceeding 6 vendor booths

Artists 10+ Exceeding 10 artists on display

Media 5+ Media stories in various media

Twitter 100,000+ impressions Twitter Social media report

Facebook 40,000+ interactions FB Social media report

GRANT

The requested Grant amount from the City of St. Albert Community Significant Event

Stimulus Fund Application is as follows:

2016 Event: $40,000.00

In the event of additional proceeds earned from the event, those funds will form part of the

ongoing investment to grow SEVEN as an annual event.

The Future Vision

With the successful “brand launch” of Seven Music Fest we are on our way to creating a

“destination event” well known throughout the region and Alberta. As a kick off to the summer

music festivals, SEVEN will grow into a highly anticipated start to the summer season. Our

vision continues to be to build this festival into a multi-day event (2-3 days) with an aggregate

attendance in excess of 15,000 music loving patrons. A homemade St. Albert family friendly

festival, nestled into the natural amphitheatre Seven Hills provides, right in the heart of our

community.

Attachment 2

About Bailey Event Management:

Barry Bailey is the owner of Bailey Event Management, located in St. Albert and will

work closely with a variety of partners building on the successful launch in 2015.

He has produced a wide variety of shows and events for over 25 years

including music festivals, Gala award shows, conferences and fundraisers. Some credits

include the Small Business Week Awards, Canadian Country Music Week, the Edmonton

Christmas Bureau Breakfast, the Esquao Awards, Rock N’ August, Alberta Summer &

Winter Games and many, many more. He was also a member of the organizing

committee for the City of St. Albert 150th Anniversary Celebration held in 2011.

About Production World:

From the Jacksons, Keith Urban, William Shatner and the Rolling Stones to the British

Royals, Production World has earned the respect of its local and international clients with

experience in venues such as the Venue at River Cree Resort and Casino, Shaw

Conference Center, Edmonton Expo Center, Rexall, Winspear, Jubilee Auditorium, West

Edmonton Mall and the Enjoy Centre.

About Trixstar:

Founded in 2005 by Mike Anderson; always with one thing in mind, “make it an event

worth talking about.” To that end, he has compiled a team of dedicated, talented and

hard working individuals who share his vision and are always striving to reach it.

Services including Event Design, Event Management and Artist Management, all of

which include creative strategy, development and production involving major live event

production companies, producers, directors and writers. Recently Trixstar Productions was

named as the new management team of Panhandle Productions and the Big Valley Jamboree

held in Camrose, AB.

Seven Music Fest

Bailey Event Management

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City of St. Albert CITY COUNCIL POLICY C-CS-11

Page 1 of 3

Purpose To provide a source of funds to support the development of a new community significant event or to support the development of a specific new element of a longer standing community significant event. Policy The City offers a financial assistance program to not-for-profit Community organizations, individuals or businesses to initiate and develop new significant events which attract external audiences to St. Albert; and to assist with the development of a new component within long-standing significant events which will support economic tourism through tourism traffic. While the overall strength of the event proposal will be the key determining factor for support, where multiple applications are scored equally, St. Albert based individuals and organizations will receive first consideration for funding. The total amount of funding available for the duration of the program is $199,000 unless otherwise resourced with additional funds Definitions “Community Significant Event” is defined as an event which draws participants and/or spectators from outside the community typically exceeding 1,000 people. "Eligible Event" is defined according to the following:

a. There must be a demonstrated plan to hold the event annually or biennially; b. Event is organized and managed by an individual, community organization or a

business; c. Event will support economic development through tourism traffic; d. Event will attract external audiences to St. Albert as opposed to providing an event

marketed only to the local community; e. Event is new to the community and planned to be recurring, or is a new element for a

long standing event; f. The new event or the additional element of a long standing event must show some type

of social innovation. It must be new and unique to St. Albert; g. Event must not be receiving funding through any other City of St. Albert grant program

for the specific event; and h. Event is secular and non-political in nature.

C-CS-11

City of St. Albert CITY COUNCIL POLICY

Community Significant Event Stimulus Fund

AUTHORITY City Council

APPROVED Res. No. mm dd C232-2013 05 27

REVISED Res. No. mm dd C343-2014 06 23

Attachment 3

City of St. Albert CITY COUNCIL POLICY C-CS-11

Page 2 of 3

"Funding Amount" is defined as follows: a. The minimal grant request will be $5,000; b. The total amount available for this program is $199,000. Once this amount has been

totally allocated the program will be discontinued unless otherwise approved by Council; c. A limit of 33% of the total event expenses for an event, to a maximum of $40,000, will

be financed through the Event Stimulus Fund. Responsibilities 1. The Economic Development Services Division shall:

a. coordinate, promote and receive applications for the Community Significant Event Stimulus Fund on a semi-annual basis;

b. determine the completeness of the applications; c. forward the applications to the Economic Development Advisory Board (EDAB); and d. make funding recommendations to Council.

2. The Economic Development Advisory Board (EDAB) shall: a. review the grant applications in accordance with this policy; and b. make funding recommendations to the Economic Development Services Division.

3. Grant recipients, prior to receipt of funding, shall execute an agreement with the City

detailing their expenditure, reporting and other obligations. This agreement shall require that recipients: a. expend funds as specified in the application; b. obtain appropriate insurance coverage in relation to the proposed activity and indemnify

the City from claims related to such activities; c. submit a signed Financial Statement/Expenditure Report per application within 90 days

of completion of the project, verifying that funds were used for the purpose awarded, together with a brief description of the project outcomes and an evaluation of the project in relation to its stated objectives;

d. acknowledge receipt of the Community Significant Event Stimulus Fund from the City in event promotion and advertising including use of the City branding where appropriate; and

e. return to the City any funds unexpended within one year of the date of Council approval. Standards

1. Applicants must provide a copy of their external marketing plan in order to be approved for funding.

2. An economic assessment must accompany the application justifying the value in providing dollars to initiate and/or grow the event.

3. Grant recipients must complete all reporting requirements prior to approval for future

funding.

Attachment 3

City of St. Albert CITY COUNCIL POLICY C-CS-11

Page 3 of 3

4. Unallocated funds from the initial approved funding amount of $199,000 for this program will be carried forward each year until all dollars within this program have been allocated.

5. Applications for events occurring six months prior to and up to 18 months following the

intake date may be considered for funding. For retroactive funding requests, a final report must be included if the 90-day reporting requirement falls before the application deadline.

6. A financial statement showing all sources of funding and all costs of the application shall be

forwarded to the City of St. Albert within 90 days of project completion. The report must include: a. realized economic impact; b. summary of the project including outcomes, and community impact; c. evaluation of the project’s success in relation to its objectives; and d. signed financial statement of all income and expenses connected with the project,

including copies of receipts. 7. If an approved event is cancelled, or is not completed within 12 months of the approval of

the grant funding or within the extended event period approved by Economic Development Services Division, any unexpended funds shall be returned to the Community Significant Event Stimulus Fund.

8. Members of the Economic Development Advisory Board (EDAB) and Council members

shall disclose their affiliations or interest with an eligible applicant that may affect their decision-making on applications received under the Community Significant Event Stimulus Fund Program.

Attachment 3