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CITY OF GLENDALE, CALIFORNIA
REPORT TO THE CITY COUNCIL
AGENDA ITEM
Report: Use of City Days at the Alex Theatre: Armenian Fairytale’s Annual Concert
1. Council motion to approve use of one of twelve annual City Days at the Alex Theatre for Armenian Fairytale’s Annual Concert in December 2025
COUNCIL ACTION
Item Type: Consent Calendar
Approved for April 1, 2025 calendar
EXECUTIVE SUMMARY
Armenian Fairytales, or known in the community as Hekiatne Kanchum, is requesting use of one of the City’s 12 annual rent-free dates at the Alex Theatre to sponsor their Annual Concert in December 2025. This request would represent the seventh community sponsorship request for the 2025 calendar year. Three additional dates are currently reserved for City use.
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RECOMMENDATION
Provide direction for 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 seventh request received from a community group for the 2025 calendar year. The first five community groups which have received a City day are:
1. Los Angeles Youth Orchestra (May 31, 2025)
2. Ofelya Hambardzumyan’s 100-Year Anniversary with artist Gevorg Chakmanyan (April 3, 2025)
3. Wild Honey (May 24, 2025)
4. Center for Armenian Arts Benefit Concert (April 30, 2025)
5. Sister Cities Event (March 6, 2025)
6. Horizon TV concert to celebrate Armenian Independence Day (May 29, 2025) *presented concurrently on April 1 agenda
7. Armenian Fairytales (December 2025) *current request 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
This request comes from Armenian Fairytales, a non-profit organization and after school program which has been serving the Glendale community for 30 years. Their mission is to provide children of all ages an opportunity to experience musical theatre and to stay close to their heritage, including old time stories and history of Armenian culture in the Armenian language.
Throughout the year, Armenian Fairytales has acting, vocal lessons, and dance classes to prepare for the annual holiday shows held every December at the Alex Theatre.
Pre-pandemic, most shows sold out the Theatre. Post-pandemic, audiences have reduced to 900-1,000, but still surpass the requirements to request the sponsorship.
This is the first request from Armenian Fairytales for 2025, however the organization received a sponsored date from the City in 2024.
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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
Prepared by:
Tamar Sadd, Deputy Director of Community Development
Approved by:
Roubik R. Golanian, P.E., City Manager
EXHIBITS/ATTACHMENTS