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CITY OF GLENDALE, CALIFORNIA
REPORT TO THE CITY COUNCIL
AGENDA ITEM
Report: Use of City Days at the Alex Theatre: Horizon TV’s Celebration of Armenian Independence Day with Gohar Hovhannisyan
1. Council motion to approve use of one of twelve annual City Days at the Alex Theatre for Horizon TV’s concert with Gohar Hovannisyan on May 29, 2025
COUNCIL ACTION
Item Type: Consent Calendar
Approved for April 1, 2025 calendar
EXECUTIVE SUMMARY
Horizon TV is requesting use of one of the City’s 12 annual rent-free dates at the Alex Theatre to sponsor a concert in celebration of Armenian Independence Day on May 29, 2025. This request would represent the sixth community sponsorship request for the 2025 calendar year. Three additional dates are currently reserved for City use. 2{{section.number}}d
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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 sixth request from a community group for the 2025 calendar year. 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. Current request by Horizon TV (May 29, 2025)
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
Horizon Armenian TV is requesting City sponsorship through the use of a City day for a concert with Gohar Hovhannisyan on Sunday, May 29th, to celebrate the multiple historical events of May. The concert, comprised of traditional Armenian folk music, will serve as an homage to what Armenians call the “Triple Holiday” on May 9, also referred to as the “Victory and Peace Day,” and the anniversary of the First Republic of Armenia's independence on May 28, 1918, celebrated as “Republic Day.” This event is seeking to gather under one roof multicultural Glendale resident and raise awareness about the Armenian cause.
Gohar Hovhannisyan’s concert will be held from 7:00pm to 10:00pm and will be recorded and broadcasted on Horizon Armenian TV and on all of Horizon’s social media platforms to a combined following of 100k. Discounted tickets will be available for senior citizens and a portion of the proceeds will be donated to a charity, nonprofit organization, or a scholarship fund.
Horizon Armenian TV is the first and longest-running Armenian television broadcast in 3{{section.number}}d
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the United States. In addition to covering Armenian news, Horizon provides unique content for viewers, including informative programs on Armenian culture and heritage, education, pop culture, lifestyle, and entertainment.
This is the first request from Horizon for 2025, however the organization received two sponsored dates from the City in 2023.
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.
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
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EXHIBITS/ATTACHMENTS