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CITY OF GLENDALE, CALIFORNIA
REPORT TO THE CITY COUNCIL
AGENDA ITEM
Report: Use of City Days at the Alex Theatre: Center for Armenian Arts Benefit Concert for Glendale Fire Foundation and Sahag Mesrop Armenian Christian School
1. Council motion to approve use of one of twelve annual City Days at the Alex Theatre for Center for Armenian Arts Benefit Concert for Glendale Fire Foundation and Sahag Mesrop Armenian Christian School on April 30, 2025
COUNCIL ACTION
Item Type: Consent Calendar
Approved for February 18, 2025 calendar
EXECUTIVE SUMMARY
The Community Development Department is requesting use of one of the City’s 12 annual rent-free dates at the Alex Theatre to sponsor The Center for Armenian Arts Benefit Concert for Glendale Fire Foundation and Sahag Mesrop Armenian Christian School on April 30, 2025. This request would represent the fourth community sponsorship request for the 2025 calendar year. Three additional dates are currently reserved for City use.
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RECOMMENDATION
Approve utilization of one rent-free date at the Alex Theatre.
ANALYSIS
As part of the Management Agreement, Evnsong (formerly SAS) agreed to provide the City with 12 annual days of Theatre use, free of facility rental charge. In addition to events hosted by the City, the City may sponsor community groups, who meet the minimum criteria and receive City Council approval, by providing them use of one of these 12 dates. The facility rental fee is waived by the Theatre for these groups, but all other costs associated with the use of the Theatre are to be paid for by the group requesting the sponsorship.
This is the fourth request received by the City from a community group for the 2025 calendar year. Community Groups which have received a City day:
1. Los Angeles Youth Orchestra (May 31, 2025) *approved
2. Ofelya Hambardzumyan’s 100-Year Anniversary with artist Gevorg Chakmanyan (April 3, 2025) *approved
3. Wild Honey (May 24, 2025) *approved
Staff and the Alex anticipate the City will use the Theatre for reoccurring events and are cognizant not to bring forward community events which would surpass the number of allocated dates considering these anticipated date uses. The Council may direct staff to set aside additional dates for anticipated events in addition to the three below:
1. Armenian Genocide Commemoration Event
2. Glendale Tech Week
3. Women’s Equity Day
The Center for Armenian Arts is organizing this event to support two vital causes: the Glendale Fire Foundation and the Sahag Mesrop Armenian Christian School, which was tragically destroyed by fire in Altadena.
The benefit concert aims to bring the community together in a spirit of solidarity and generosity, raising much-needed funds for both organizations. The Glendale Fire Foundation provides essential resources to our local firefighters, while Sahag Mesrop Armenian Christian School has been a cornerstone of education and cultural preservation for 45 years. In the wake of its devastating loss, the community is rallying to help rebuild and restore this important institution.
Given the charitable nature of this event and its direct benefit to both public safety and education, the City’s support is requested to waive the rental fees for the Alex Theatre.
As a symbol of his deep commitment to these causes, singer Gagik Badalian will be performing at the benefit concert on April 30, 2025 free of charge. His participation will add artistic and cultural value to the event, drawing in a wide audience and enhancing 3{{section.number}}b
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the overall impact of the fundraising efforts.
He will be accompanied by the renowned Los Angeles Armenian Folk Instrumental Ensemble, a 24-member group recognized for their exceptional talent in preserving and performing traditional Armenian music. The Ensemble has will be participating at a discounted rate, minimizing costs and still delivering a high-quality musical experience.
Armenian Arts is actively seeking sponsorships from businesses, organizations, and community members to help offset the remaining expenses. With the generosity of sponsors and the contributions of these talented artists, the concert aims to maximize the funds raised in support of the Glendale Fire Foundation and the rebuilding of Sahag Mesrop Armenian Christian School.
STAKEHOLDERS/OUTREACH
Marketing for the event will take place through the organization’s base, and all regular Alex Theatre ticket marketing outlets.
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
FISCAL IMPACT
There are no costs to the City of Glendale for sponsoring this event.
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 a show 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. Do not approve utilization of one of twelve of the City days at the Alex Theatre.
ADMINISTRATIVE ACTION
Submitted by:
Bradley Calvert, Director of Community Development
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Prepared by:
Tamar Sadd, Deputy Director of Community Development
Approved by:
Roubik R. Golanian, P.E., City Manager
EXHIBITS/ATTACHMENTS