Item No. 6
Town of Atherton
CITY COUNCIL STAFF REPORT – REGULAR AGENDA
TO: HONORABLE MAYOR AND CITY COUNCIL
GEORGE RODERICKS, CITY MANAGER
FROM: ROBERT OVADIA, PUBLIC WORKS DIRECTOR
DATE: FEBRUARY 18, 2026
SUBJECT: AGREEMENT FOR EVENT MANAGEMENT SERVICES AT
HOLBROOK-PALMER PARK
RECOMMENDATION
It is recommended that the Council It is approve a services agreement with Cheat A Little Catering, of Burlingame, to provide event management services at Holbrook-Palmer Park; Direct the City Attorney to prepare the agreement; and Authorize the City Manager to sign the agreement.
BACKGROUND
Holbrook-Palmer Park, the Town’s only recreation site, consisting of 22-acres in a garden setting with indoor and outdoor facilities, including a ball field, tennis courts, playground, and gardens and walking paths. Significant structures available for rental include the Main House, Jennings Pavilion, and historic Carriage House.
The Main House is a classically designed home which includes a 700 square foot meeting room with a fireplace, two smaller rooms for breakout sessions or small conferences, and a fully equipped kitchen. The Jennings Pavilion was constructed in 1977 to accommodate larger groups for weddings, receptions, dinners, meetings and lectures. The room comfortably seats up to 150- theatre style and 80-100-classroom style. Dinner for 120-130 is served at round tables. The Carriage House provides a point of interest for Park visitors. The Carriage House is available for classes, dances, meetings, bridge and workshops. It seats 80 for lunch or dinner and 90 for meetings. Outdoor areas including the North Meadow, Water Tower Lawn and Event Garden that can be reserved with the buildings for outdoor events. Recent renovations include new flooring and painting at Jennings Pavilion and new flooring at the Main House.
Catered Too, Inc. began providing event management services for the Town in September 2021.
The services agreement was for an initial term of three (3) years, with a 30-day termination clause. Catered Too’s compensation was based on revenue generated through catering services associated with events at the park and included an exclusive catering arrangement for events with HPP Event Management Services
FEBRUARY 18, 2026
more than 50 guests. On November 1, 2023, Catered Too advised the Town that they would stop providing event management services on December 31, 2023. They stated in their letter that since COVID-19, they have not seen the volume of business at the park needed for profitability.
Following the departure of CateredToo, staff initially utilized temporary staffing services to assist the coordination of events Holbrook-Palmer Park, including responding to customer inquiries, providing tours and showing available facilities, scheduling and booking events, coordinating payments and reporting on activities, while seeking a permanent vendor for event management services. Due to costs, rotation of temporary support, and issues related to consistency with temporary staffing, the determination was made to reduce the level of support and effort associated with event services and utilize Town staff on a limited basis until a Event Management services provider was selected.
The Town released a Request for Proposals on February 27, 2024, and again on August 14, 2024, and June 19, 2025, due to lack of responses. Responses to the most recent Event Management Services RFP were due by 2 pm on September 16, 2025. Two (2) proposals were received by the due date.
ANALYSIS
Proposals for Event Management Services were received from 1) Cheat A Little Catering, of Burlingame, and 2) Latinn & Asian Hospitality Group, of Campbell. Staff reviewed the proposal two proposals received and interviewed each vendor to clarify their proposals and understand their approach in managing events at the park. Though both companies are qualified, in review of the proposals and through the interview process, it was clear that their approaches were quite different. Key considerations and differences included the following:
Cheat A Little Catering Latin & Asian Hospitality Group Established 2005 2018
Owner’s Experience 20 + years 30+ years
Approach Managing event rentals as an
amenity to the Park rather than
as a primary revenue source.
Leverage their management of
the San Mateo Garden Center as
an avenue to share opportunities
at the Park.
Less of a lean on data/metrics.
Position Holbrook-Palmer Park as the
Peninsula’s boutique garden venue for
weddings, corporate retreats, and
community events—highlighting
capacity, amenities, and the Park’s
charm, with a goal to significantly
grow bookings at the park, including
corporate events.
Heavy lean on data and metrics.
Start up (first 3 mo) $3,000/mo n/a
Base Fee $1,625 Staffing/Administration $500/mo Marketing/Admin Fee Revenue Percentage
(to Town)
65% Tiered
< $100k = 25%
HPP Event Management Services
FEBRUARY 18, 2026
$100 – 150k = 27%
> $150k = 30%
Exclusive Catering > 50 guests = 10%
Other services = 15%
In-Kind Donation $3,000/year n/a
Venue Management San Mateo Garden Center since
2021
n/a
• Note - neither vendor is able to provide custodial service related to the rentals (before/after cleaning, including restrooms) as was included in previous agreements.
Following review of the proposals and vendor interviews, staff met with the Council Subcommittee to review the proposals, priorities for the park, and desired approach related to event management services. The Subcommittee confirmed staff’s initial assessment that event services is an amenity to the park and not a primary focus. As such, the use and enjoyment of the park as a passive recreational area is the priority and that event rentals, though desired, should not overrun park use. This indicated that Cheat A Little Catering was the preferred vendor.
The Subcommittee, along with the Deputy City Manager, visited the San Mateo Garden Center, met with Cheat-a-Little and had an opportunity to sample some of their menu offerings. The Subcommittee was satisfied with the food offerings and their approach and support an Event Management Services agreement with Cheat A Little Catering.
As noted above, the agreement would not include an exclusive catering provision, which would allow renters to utilize their preferred caterer for their events. Cheat A Little Catering would be responsible for day-to-day management of event services, ranging from fielding inquiries, scheduling showings and booking events, developing rental and revenue reports, and general oversight. They would have staff at the park a minimum of two days per week, with published hours of availability. They indicated that they would hire a new staff person that would dedicate approximately 24 hours per week for event management services at the park The initial contract term, as outlined in the RFP, is three (3) years, which can be extended upon written agreement by both parties for three (3) additional one-year terms for a total of six (6) years.
To compensate Cheat A Little Catering for contract startup and to manage events that have been secured prior to initiation of this contract, the Town would pay Cheat A Little Catering a service fee of $3,000 per month for three months. Cheat A Little Catering would then be compensated at the rate of $1,625 per month plus 35% of rental revenue generated at the park. Cheat A Little Catering would support up to 15 hours per month for Town events and provide the Town with a credit of up to $3,000 per year towards catering services.
FISCAL IMPACT
HPP Event Management Services
FEBRUARY 18, 2026
The costs related to the agreement are based on a base fee and a percentage of rental revenue generated. As outlined in the proposal, the fees would be $23,625 + 35% of revenue in year 1, decreasing to $19,500 + 35% revenue thereafter.
GOAL ALIGNMENT
This Report and its contents are in alignment with the following Council Policy Goals:
• Goal A - Preserve Small Town Character & Quality of Life • Goal D - Be Forward Thinking
POLICY FOCUS
Policy focus should be on the intent of maintaining facility rentals and event management services for facilities at Holbrook-Palmer Park and teh best vendor to provide such services.
PUBLIC NOTICE
Public notification was achieved by posting the agenda, with this agenda item being listed, at least 72 hours prior to the meeting in print and electronically. Information about the project is also disseminated via the Town’s electronic News Flash and Atherton Online. There are approximately 1,200 subscribers to the Town’s electronic News Flash publications. Subscribers include residents as well as stakeholders –to include, but be not limited to, media outlets, school districts, Menlo Park Fire Protection District, service provides (water, power, and sewer), and regional elected officials.
COMMISSION/COMMITTEE FEEDBACK/REFERRAL
This item has not been before a Town Committee or Commission
ATTACHMENTS
1. Event Management Proposal – Cheat A Little Catering
2. Event Management Proposal – Latin & Asian Hospitality Group
3. Request for Proposals Dated June 19, 2025