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CITY OF GLENDALE, CALIFORNIA
REPORT TO THE SPECIAL CITY COUNCIL
AGENDA ITEM
Report: Alex Theatre Annual Report
1. Note and File 12-Month Alex Theatre Update and Provide Direction regarding Utilization of City Days at the Theatre
COUNCIL ACTION
EXECUTIVE SUMMARY
Annual update on the activity and goal attainment at the Alex Theatre.
RECOMMENDATION
Note & file this report and provide direction on the proposed modifications to the use of the 12 City dates.
ANALYSIS
SAS Entertainment is delivering on the three stated Council priorities of (1) financial stability for the Theatre, (2) accessibility to community groups while serving as a cultural hub, and to (3) attract top quality entertainment clients, events, and performances with great frequency which will be an economic catalyst for the downtown. Below is a summary of activity for the last year:
Stability:
• SAS has years of experience within the industry, understanding what tasks can be moved in house to reduce costs, performances that attract larger audiences, and marketing strategies to bring the Theatre into greater relevance. Over the last 12 months, SAS has hosted 28 sold out shows. As SAS built in a Facility Fee return to the City of Glendale, increased audience capacity is key for capturing and offsetting the investments the City makes in the Theatre.
• With this Management Agreement, the responsibility for the venue as an Item Type: Report Only
Approved forNovember 28, 2023 calendar
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asset was transferred from the operator to the City of Glendale. Public Works Department has taken on the maintenance responsibility for all systems within the Theatre, while the day-to-day maintenance is performed by SAS. SAS helped identify key areas of deferred maintenance to address immediately or budget for improvements over a multi-year timeline. This type of proactive planning and regular inspection will prevent costly emergency repairs in the future. These improvements were within the contract amendments Council approved with the Management Agreement.
• The equipment within the Theatre was previously owned by the operator. As the intention of the Theatre is to operate as a theatre, regardless of the operator, it was determined the physical assets within the venue should be owned by the City of Glendale in the event of another transition of managers.
SAS developed a 10-year technology and venue upgrade plan to bring the Theatre into industry standards and continues to work with the City to purchase these audio, visual, and facility upgrades. These improvements are within the Council approved budget with the Management Agreement and were thoughtfully planned out to improve the Theatre’s marketability. • In the next year, an overall beautification is planned for the Theatre, specifically in the green room and concession areas.
Community:
The ALEX has continually deepened its position in the Glendale community through a variety of programming and collaborations. Highlights of this past year include:
•The Concert for Artsakh - produced by the Alex for the benefit of COAF helping children to cope with the ongoing blockade.
•Glendale Community College Arts at the Alex - the Theatre was provided at zero cost for the students to both perform and display visual arts at the Alex.
•Glendale Youth Orchestra - continue their residency with a full season of shows while enjoying a significant discount.
•School Yard Rap - presenting empowering urban music and dance performances for local schools who bus the kids in for the Alex shows. A new residency will host nearly 10,000 kids per season.
•Glendale Dance Studios – the Theatre has been made available to several local dance studios to have their students perform to the delight of Glendale parents and relatives.
Visibility:
The goal of an increasingly visible ALEX Theatre continues to progress. Show offerings have included multiple Grammy winners including the Rock-n-Roll Hall of Fame band THE ZOMBIES, jazz icon KENNY G, and Latin music legend ALVAROTORRES.
The ALEX has also become the center of global music in Southern California. This emergent identity is something the Theatre is very proud of and has plans to continue expanding further with each passing year. The Theatre’s artistic direction has brought in artists from Italy, Peru, Spain, Iran, Armenia, El Salvador, France, Mexico, China, Ukraine, Japan, India, the Philippines, the UK, Argentina, and Cuba. 3 {{section.number}}1
The past year has seen growth in both the overall schedule of shows, and expansion of audience demographics, specifically targeting and attracting Gen Z. A new co- presenting partnership with Glendale based Real Good Touring has brought in three major shows marketed to the youngest generation, with two of the three selling out.
City Use of Theatre:
As part of the Management Agreement, SAS agreed to provide the City with 12 days of Theatre use, free of facility rental charge, with the City covering any labor, box office services, and equipment rental necessary to operate the venue. Staff is seeking direction from Council on how to refine how this sponsorship is requested, and value the sponsorship brings back to the City.
Staff suggests the following conditions be implemented to ensure the City sponsorship of the requested event matches the community’s interest, garners the greatest use of the City funds, and ensures good functionality at the Theatre:
• Non-weekend dates only (no Friday, Saturday, or Sunday); • Must be received 90-days prior to event;
• Cannot request after agreement is already signed with Theatre; • Must be a previous user of the Theatre with at least 50% capacity in previous shows – or reasonable expectation of over 700 attendees; and • No more than one request per organization per year.
In return for City sponsorship, staff suggests the following be provided by the requestor:
• Mention of the City of Glendale sponsorship in all marketing material; and • Mention of the City of Glendale sponsorship during the show.
Continuing with current practice, staff will bring each sponsorship request to the City Council for approval.
STAKEHOLDERS/OUTREACH
There is no outreach associated with this report. If Council provides direction to staff on the 12 City dates, staff will ensure this information is available to interested parties on both the Alex Theatre website and the City website.
FISCAL IMPACT
There is no fiscal impact associated with this report. Below is a description of the revenue generated from Ticket Fees from October 2022-September 2023 (submitted through quarterly reports):
Existing Revenue
Amount Account String Funding Source
$203,290 35911-1010-CDD-2511-P8027 General Fund
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ENVIRONMENTAL REVIEW (CEQA/NEPA)
CEQA does not apply to projects where the lead agency determines "with certainty that there is no possibility that the activity in question may have a significant effect on the environment." CEQA Guidelines (14 Cal. Code Regs.) § 15061(b)(3). Here, the action involves noting and filing of a staff report on the 12-month performance status of the Alex Theater and providing staff direction on the proposed reservation of twelve days of Theatre use for 2024. There is no possibility that the action to note and file this report and provide direction on Theatre use may have a significant effect on the environment.
CAMPAIGN DISCLOSURE
This item is exempt from campaign disclosure requirements.
ALTERNATIVES TO STAFF RECOMMENDATION
1. Do not Note and File report
ADMINISTRATIVE ACTION
Submitted by:
Bradley Calvert, Director of Community Development
Prepared by:
Tamar Sadd, Deputy Director of Community Development
Approved by:
Roubik R. Golanian, P.E., City Manager
EXHIBITS/ATTACHMENTS
1. Show Sales November 2022-October 2023
2. Annual Report Highlights