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CITY OF GLENDALE, CALIFORNIA
REPORT TO THE SPECIAL CITY COUNCIL
AGENDA ITEM
Report: Use of City Days at the Alex Theatre: Armenian Genocide Commemoration and Rhythm Is Us Show
1. Council motion to approve use of one of twelve annual City Days at the Alex Theatre for the Armenian Genocide Commemoration Event on Sunday, April 21, 2024 and to cover the costs associated with labor and additional equipment rentals at the Theatre for the day.
2. Council motion to approve use of one of twelve annual City Days at the Alex Theatre for the Jacob Armen presentation of Rhythm Is Us on a mutually agreeable weekday.
COUNCIL ACTION
Item Type: Action Item
Approved for March 26, 2024 calendar
EXECUTIVE SUMMARY
The City of Glendale’s Community Development Department is requesting use of two of the City’s 12 annual rent-free dates at the Alex Theatre to present the annual commemoration of the Armenian Genocide, and to sponsor Jacob Armen’s performance of Rhythm Is Us.
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RECOMMENDATION
Provide direction for utilization of one or two dates at the Alex Theatre.
ANALYSIS
As part of the Management Agreement, SAS agreed to provide the City with 12 annual 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. These costs are approximately $15,000 per event, depending on the size of the event and additional equipment rentals. The City would only be required to pay for these costs when it is a City event, such as the April 21, 2024 Commemoration of the Armenian Genocide. The details of the evening’s activities are still forthcoming.
The second request is from former Alex Theatre presenter Jacob Armen. Former shows by Jacob Armen have sold around 1,100 tickets. Jacob Armen is requesting City sponsorship by way of a use of a City date. The requested sponsorship date is yet to be set, but will be on a mutually agreeable weekday. The show, Rhythm Is Us, is an effort to unite cultures and people of all different ages through the power and love of rhythm and music. Jacob Armen, the creative director behind Rhythm Is Us, is a world-renown drummer and musician who made his first major appearance at the age of 7 years old on the Tonight show with a 20-piece jazz band performing John Coltrane’s Giant Steps.
He later toured and signed a major record deal with Prince. He continues his lifelong dedication towards the art and philosophy of Rhythm. Aside from his professional accolades, his strong passion, and contributions for the community span across local school districts, special needs programs, social events, and underprivileged communities.
As stated by Mr. Armen, music has the ability to heal, welcome diversity, and bring people together. This concert will address the community needs of inclusion, collaboration and much needed attention to the youth and the development of arts and culture into the community. People of all ages will be able to enjoy an immersive experience of Rhythm and thought-provoking acts. The concert will be a synergy of Jacob’s unique worldly sound, featuring internationally known artists and various musical acts, dancers of all kinds, and unique performers. From international stars to Glendale natives, these are the artists that have taken risks, sacrificed for their art, and embraced imagination.
STAKEHOLDERS/OUTREACH
Marketing of these events will take place on TicketMicket, the Alex Theatre website, the City website and social media for the Commemoration event, and all of Jacob Armen’s marketing platforms. As part of the sponsorship of the rental date agreement, Jacob Armen will market the City’s sponsorship.
Details for those interested in requesting sponsorships can be found on the City website at: glendaleca.gov/government/departments/community-development/cdd- administration/alex-theatre-sponsorship
And the Alex Theatre website at: https://www.thealex.com/sponsorship 3{{section.number}}1
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FISCAL IMPACT
The staffing and additional equipment rental costs associated with use of the Theatre is approximated at $15,000 for the Commemoration event. There is no financial cost to sponsor the Jacob Armen event except for utilizing one of the City dates. All costs associated with the event will be covered by the production. The Community Development Department budget can absorb this cost of the Commemoration event and therefore no new appropriation is being requested at this time. The funding is outlined below:
Existing Appropriation
Amount Account String Funding Source
$15,000 GL: 43110-1010-CDD-0020-P0000
PL: CDD00951AN
General Fund
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 hosting two shows within a built environment. There is no possibility that the action of hosting continued shows within the Theatre may have a significant effect on the environment.
CAMPAIGN DISCLOSURE
This item is exempt from campaign disclosure requirements.
ALTERNATIVES TO STAFF RECOMMENDATION
Alternative 1. Approve utilization of one or two of twelve of the City days at the Alex Theatre, and funding expenditure for the Commemoration event, allowing the City to be a sponsor of the one or two events.
Alternative 2. Do not approve utilization of one or two of twelve of the City days at the Alex Theatre or the funding expenditures.
Alternative 3. Consider another alternative not proposed by staff.
ADMINISTRATIVE ACTION
Submitted by:
Bradley Calvert, Director of Community Development
Prepared by:
Tamar Sadd, Deputy Director of Community Development
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Approved by:
Roubik R. Golanian, P.E., City Manager
EXHIBITS/ATTACHMENTS