1 STAFF REPORT
DATE: June 24, 2025
TO: Justin Hess, City Manager
FROM: Patrick Prescott, Community Development Director VIA: Simone McFarland, Assistant Community Development Director BY: Mary Hamzoian, Economic Development Manager
SUBJECT
: Consideration of Establishing a Creative Industry Taskforce and Approval to Amend the Fiscal Year 2024- 25 Adopted Budget and Appropriate $92,500 for Consultant Services
RECOMMENDATION
1. Direct staff to enter into an agreement with Stratiscope to establish a Creative Industry Taskforce and approve a budget amendment for FY 2024- 25 to appropriate $92,500 for Stratiscope’s consultant services.
2. Select one to two City Council representatives to participate in the Creative Industry Taskforce.
BACKGROUND
At the March 25, 2025, City Council meeting, staff presented a report on establishing an entertainment industry taskforce (Attachment 1). Council requested that staff bring back a formal proposal for this item at a future meeting.
The entertainment industry, sometimes referred to as the creative industry, is a vital part of Burbank’s economy, that includes film/television, animation, video games and interactive media, design, augmented reality/virtual reality, content creation, music and performing arts, marketing and literature, and much more. T he creative industry generates more than 65,000 jobs and supports thousands of local businesses in Burbank.
This sector has faced numerous challenges since the pandemic including labor strikes and the relocation of productions out of state and out of the country. T hese disruptions have a ripple effect across the many sectors of the economy that depend on the creative industry in Burbank.
COMMUNITY
DEVELOPMENT
2 As the industry continues to evolve, it is essential t o understand both the challenges it faces and the new opportunities that lie ahead. Advances in technology are rapidly transforming traditional forms of entertainment, changing how content is created, distributed, and consumed. Social media platforms including TikTok, Instagram, and YouTube have empowered a new generation of creators who can produce and share content with just a smartphone and an online audience.
Additionally, the rise of artificial intelligence (AI) is introducing further changes, such as how content is produced and the potential impacts on jobs throughout the industry. Given these opportunities and challenges , establishing a taskforce will further Burbank understanding of the immediate and future needs of this industry.
DISCUSSION
On March 19, 2024 , Council adopted the Five- Year Economic Development Strategic Plan 2024-2028 (Plan). The Plan outlines six key economic development goals with Goal Number 4 specifically dedicated to retaining and expanding Burbank's creative industry.
The Economic Development Team received a Proposal from Stratiscope (Proposal) (Attachment 2), the consultant that facilitated the development of the Plan, to establish the Creative Industry Taskforce (Taskforce). The Taskforce will function as a temporary ad-hoc committee formed to proactively identify, analyze, and prepare for the evolving landscape of the creative industry in Burbank, ensuring the City’s creative economy remains resilient and competitive. The Proposal is set for one year and if approved will begin on July 1, 2025. The following are key components of the proposal and functions of the Taskforce:
1. Stratiscope will work with staff to develop a list of key stakeholders and leaders in the creative industry subsectors, as well as representatives from the City Council, to ensure that appropriate representation of each area is included on the Taskforce. The list of Taskforce members will be provided to Council through a memorandum once the participants are selected.
2. The Taskforce members will discuss specific topics regarding the current condition of the industry as well as what the future needs are, with a focus on the role of the City in supporting the creative economy.
3. Based on discussions, the Taskforce will determine several key focus areas/topics that need to be further developed and researched.
4. Taskforce members will be divided into smaller focus groups, each with a Co- Chair to conduct research and analysis of the key focus areas that the City can make an impact on.
5. Focus Groups will provide recommendations to the entire Taskforce, and city staff.
3 6. Throughout the duration of the Taskforce, two community meetings will be conducted to discuss the key focus areas and obtain public input. This will ensure maximum participation from the broader community.
7. A n initial draft summary report and recommendations from the Taskforce will be brought back to City Council in January 2026.
8. An action plan and implementation of the top recommendations will be implemented by May 2026.
9. The need for the Taskforce to continue beyond the one-year period will depend on the ongoing need to support and further develop this industry.
Should Council determine to proceed with the Creative Industry Taskforce, staff is recommending Council select one to two City Council representatives to participate in the Taskforce.
Potential Burbank Chamber of Commerce Collaboration
Understanding the importance of the film and production sector in Burbank and the impact of this industry on the local economy, the Burbank Chamber of Commerce will be submitting a proposal to the City to potentially establish a Film Commission. A dedicated Film Commission c ould provide consistent , ongoing support for the local film and television industry, serving as a central resource for productions, working with City personnel to streamline permitting processes, and promoting the City as a prime filming destination. The Film Commission could primarily focus on legislative advocacy and initiatives for increasing filming and production in Burbank. Once received, the Chamber’s proposal will be presented to Council for consideration.
In comparison, the proposed Taskforce will be established for a limited period of time with a primary objective to understand and grow the immediate and future needs of the entire creative industry in Burbank without a specific focus on one sector. Establishing a Taskforce will demonstrate Burbank’s commitment to assisting this vital industry and supporting the more than 1,000 companies and 65,000 employees that call Burbank home.
City’s Consistency with the Five-Year Economic Development Strategic Plan 2024-2028 As previously stated, Goal Number 4 in the Plan calls for the formation of a Creative Industry Taskforce. Goal Number 4 also includes other objectives focused on the creative sector, including:
1. Leveraging the strength of the existing creative sector: This objective aims to promote growth, visibility and recognition of the legacy of our creative industry in Burbank. This objective is achieved through marketing, branding, business visits , and retention efforts and will also be addressed through recommendations from the Taskforce.
4 2. Designating a media sector liaison : This objective seeks to coordinate programs, events, and services to proactively engage media-related companies in the City. This objective will be addressed though the proposed Chamber of Commerce Film Commission.
3. Pursue local and state incentives to retain animation industry jobs: This objective aims to retain animation companies and jobs in Burbank looking at best practices from t he California Film Industry tax credit. This objective will be addressed by the Task force and the proposed Chamber of Commerce Film Commission.
ENVIRONMENTAL REVIEW
This report has no potential for resulting in a direct or reasonably foreseeable indirect physical change to the environment and falls outside the definition of a “project” under the California Environmental Quality Act (CEQA) and is therefore not subject to CEQA review pursuant to § 15378 of Title 14 of the California Code of Regulations (CEQA Guidelines).
FISCAL IMPACT
Staff is requesting City Council author ity to amend the FY 2024 -25 Adopted Budget by appropriating $92,500.00 from account number 001.ND000.30010.0000.000000 (General Fund, Non- Departmental, Unassigned Fund Balance) to expenditure account number 001.CD23B.62085.0000.00000 (General Fund, Economic Development, Other Professional Services) for consultant services.
CONCLUSION
Economic development continues to be a top priority for City Council. Establishing a Taskforce will support the adopted FY 2025-26 City Council Goal of E conomic Development, creating incentives to attract, retain, and support media and studio industries and enhance relationships with existing companies as well as Goal Number 4 in the Plan.
With the ongoing changes and instability of the creative industry , it is more important to focus greater attention on supporting the needs of this industry and maintaining Burbank’s status as the media and creative capital of the world. The recommendations and action plan from the Taskforce will be an important tool in supporting, sustaining and growing the creative economy.
ATTACHMENTS
Attachment 1 – March 25, 2025 Staff Report on the Consideration of Options to Assist the Entertainment Industry Including Implementation of a Potential Task Force or Film Commission
Attachment 2 – Stratiscope Proposal – Establish a Creative Economy Taskforce