CITY COUNCIL STAFF REPORT
November 5, 2024 {{section.number}}e
REVIEW AND APPROVE THE RECOMMENDATIONS OF THE CULTURAL ARTS
COMMISSION TO INSTALL NEW HOLIDAY AND STAY LOCAL THEMED BANNERS ON THE
ORANGE AVENUE CORRIDOR STREET LIGHT POLES FROM FIRST STREET TO AVENIDA DE LAS ARENAS NOVEMBER 2024 THROUGH MARCH 2025
RECOMMENDATION:
Review and approve the recommendation of the Cultural Arts Commission to accept six new holiday and stay local themed banner designs. Display all six designs from late November 2024 through early January 2025 and then replace holiday banners with additional shop local banners through March 2025.
BACKGROUND:
The Orange Avenue Street Banner Program was initiated in 2016 and is funded through an annual Discover Coronado Community Enhancement Grant. Discover Coronado approved a grant for $36,000 to fund the banner program for Fiscal Year 2024-2025. Banners are displayed on the Orange Avenue corridor from First Street to Avenida de las Arenas.
The purpose of the Banner Program is to accentuate the City’s main thoroughfare, welcome citizens and visitors to Coronado’s main street, and to celebrate Coronado traditions including holidays, events, and activities. The program also adds color, excitement, and a festive look to Orange Avenue and celebrates cultural and civic events. The program is administered by the Coronado Cultural Arts Commission and the City Manager’s Office.
A Banner Committee, comprising representatives from the Cultural Arts Commission, Coronado MainStreet, Coronado Chamber of Commerce and Discover Coronado review and recommend to the Cultural Arts Commission all banner designs and updates to the program. In turn, the Cultural Arts Commission reviews and makes a recommendation to the City Council for final decisions regarding the banner program. Historically the city has displayed holiday banners after Thanksgiving through early January.
ANALYSIS:
The Orange Avenue Banner Committee considered new artwork for this year’s holiday banners and a series of banners to encourage staying local to shop and play during the holidays as well as the quieter winter season in Coronado. The Cultural Arts Commission utilized a graphic designer to produce the new holiday/shop local banners for the upcoming holiday season. The Commission wanted to capture the festive spirit of the season while showcasing local businesses and encouraging residents and visitors to stay local to shop and play. The Banner Committee worked with locally owned Coast and Metro designers to create the initial designs then worked with them to refine three new holiday designs and three stay local designs.
At their October 28, 2024 meeting, the Cultural Arts Commission approved the six final banner designs, with installation to begin November 28 after Thanksgiving. In early January, staff will remove the holiday themed banners and replace them with the stay local designs and display those through March 2025.
FISCAL IMPACT:
The Banners on Orange Avenue are funded entirely by a grant from Discover Coronado. The holiday/shop local series includes banner production and installation on 30 poles and replacing 15 banners in early January for an estimated cost of approximately $8,000. The cost of the holiday/shop local series is less than the typical approach of changing out 30 banners after the holidays and installing 30 new banners for the typical January through March series. The new design series also combine holiday themes with a shop local message helping support our local businesses.
ALTERNATIVE:
The City Council could choose not to accept the Cultural Arts Commission's recommendation and provide different direction to staff.
CALIFORNIA ENVIRONMENTAL QUALITY ACT:
This activity is exempt from environmental review pursuant to CEQA section 15311(c), Accessory Structures.
PUBLIC NOTICE:
No notice required.
ATTACHMENTS:
1. 2024 Orange Avenue Holiday and 2024-2025 Stay Local Banner Designs (6 designs total) Submitted By: City Manager's Office / Kelly Purvis