CITY COUNCIL STAFF REPORT
February 18, 2025 {{section.number}}{{item.number}}
2025 ORANGE AVENUE NONPROFIT BANNER SERIES
RECOMMENDATION:
Review and approve the Cultural Arts Commission’s recommendation to accept the installation locations and schedules for the 2025 Orange Avenue Nonprofit Banner Series.
BACKGROUND:
The Orange Avenue Banner Program was established in 2016 and is funded annually through a Discover Coronado Community Enhancement Grant. For Fiscal Year 2024-2025, Discover Coronado awarded a $36,000 grant to support the program. Banners are displayed along Orange Avenue 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, and to celebrate Coronado traditions including holidays, events, and activities. The program adds color, excitement, and a festive look to Orange Avenue and celebrates various cultural and civic events. The program is administered by the City Manager’s Office.
In November 2024, the City began advertising the 2025 Orange Avenue Nonprofit Banner Series opportunity, making program standards, guidelines, and applications available on CoronadoArts.com and at City Hall. The opportunity was publicized through local newspapers, the City Manager’s Update, social media, and the City’s website. The application deadline for the 2025 series was January 12, 2025.
ANALYSIS:
Application Process
Twelve nonprofit organizations submitted applications for the 2025 Orange Avenue Nonprofit Banner Series: Coronado Art Association, Coronado Chamber of Commerce, Coronado Community Foundation (CCF), Coronado Island Film Festival (CIFF), Coronado Junior Arts League (CJAL), Coronado MainStreet, Coronado Optimist Club, Coronado Promenade Concerts, Safe Harbor Coronado, Coronado Schools Foundation (CSF), FOCUS, and the Rotary Club of Coronado.
Of these applicants, seven organizations are new to the banner program: CCF, CJAL, Promenade Concerts, MainStreet, Optimist, Rotary, and CSF. Additionally, two organizations are marking major milestones, with Coronado Rotary celebrating 100 years since its founding and Promenade Concerts celebrating its 55th year of concerts in Spreckels Park.
Selection Process
Applications were reviewed by a four-member committee, including two members of the Cultural Arts Commission and two community volunteers with prior experience on the review panel. The committee evaluated designs based on artistic merit, event significance, and timing. Their recommendation was to utilize all 12 applications across three series as follows:
March 17 to May 23, 2025
Organization # of Designs # of Poles Location Notes
Coronado Chamber of Commerce 3 6 Downtown Business Area Coronado Junior Arts League 1 4 Near Community Center
Coronado Mainstreet 3 6 Downtown Business Area
Coronado Optimist Club 3 6 Interspersed
SAFE Harbor 1 2 Interspersed
FOCUS 3 6 Interspersed
30 total
June 1 to August 25, 2025
Organization # of Designs # of Poles Location Notes
Fourth of July/Patriotic 4 20 Alternating
Promenade Concerts – 55 1 5 Alternating
Coronado Art Association 1 5 Alternating
30 total
September 1 to November 24, 2025
Organization # of Designs # of Poles Location Notes
Coronado Community Foundation 2 6 Interspersed
Coronado Island Film Festival 5 10 In front of Village Theatre Rotary Club of Coronado 2 6 Interspersed
SAFE Harbor 1 2 Interspersed
Coronado Schools Foundation 2 6 Interspersed
30 total
At its February 6, 2025, meeting, the Cultural Arts Commission approved the Banner Committee’s recommendation for the three nonprofit banner series and moved to send the recommendation to the City Council for final approval.
FISCAL IMPACT:
There is no direct cost to the City for the production and installation of the banners. The Fiscal Year 2024-25 Discover Coronado grant of $36,000 fully funds the City's banner program.
Participating nonprofits are responsible for covering the graphic design costs and providing artwork for production.
ALTERNATIVE:
The City Council may choose not to accept the Cultural Arts Commission’s recommendation and may provide alternative 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. 2025 Nonprofit Banner Artwork
2. Installation Maps
Submitted By: City Manager’s Office / Kelli Maples