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CITY OF GLENDALE, CALIFORNIA
REPORT TO THE CITY COUNCIL
AGENDA ITEM
Report: Release of a Request for Proposals for the Lease and Management of the Glendale Civic Auditorium (1401 North Verdugo Road)
1. Motion Directing Staff to Release a Request for Proposals for the Lease and Management of the Glendale Civic Auditorium
COUNCIL ACTION
Item Type: Action Item
Approved for October 7, 2025 calendar
EXECUTIVE SUMMARY
Staff is seeking authorization to issue a Request for Proposal (RFP) to identify a potential operator for the Glendale Civic Auditorium. The RFP seeks an operator that demonstrates experience successfully operating corporate event activities and can demonstrate the financial capability to manage and operate the Civic Auditorium with the goal of increasing its use as an assembly and event space and generating revenue for the City.
RECOMMENDATION
That the City Council authorize staff to issue a Request for Proposals for the lease and management of the Glendale Civic Auditorium.
ANALYSIS
The City-owned Civic Auditorium was built in 1937, and at the time it was the largest municipal auditorium on the West Coast. Since then, it has been renovated twice with the first renovation occurring in 1964 and the second in 1997. The roof was replaced in 2013, and a new HVAC system was installed in 2014 and 2015. The auditorium’s total square footage is 54,832, with 30,098 square feet available for rentals between the upper and lower auditorium. The Civic Auditorium is operated by City staff which rents space to residents, promoters, entrepreneurs, private businesses, and event coordinators. The City also hosts City-sponsored events. In FY 23-24 there were 40 29c
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rentals of the auditorium equating to 177 rental days. In FY 22-23 the facility netted $49,159 in revenue and $1,256 in FY 23-24. In FY 24-25 the facility was closed for two months for a floor replacement project and generated a loss of $29,838 for the year.
The city currently has an agreement with Glendale Community College to rent the lower auditorium that expires in August 2026 with a one-year renewal option.
Public Works conducted a facility assessment in 2023, identifying over $5.0 million in necessary improvements and repairs such as the floor, surrounding site improvements, accessibility requirements, and seismic improvements. These improvements are necessary for future operations and to meet requirements related to safety and accessibility. A copy of the condition assessment, as well as a facility tour would be offered to any interested parties responding to the RFP.
New interior improvements and upgrades are needed for the facility, including new upper-level flooring, a new audio system, a new stage rigging system, interior paint, and new drapes. The total estimated budget for these improvements is between $5.0M to $6.0M. These are estimates related to bringing the facility to a modern standard for corporate events, and this number could deviate depending on the proposer and the extent of the proposed improvements. The building is historic, and substantial changes cannot be made to the building’s exterior or the interior ceiling.
The City initially received an unsolicited proposal to consider a management agreement to operate the Civic Auditorium. That initiated discussions and considerations regarding future potential activity with the Civic Auditorium. Ultimately, this led the City Council to request an RFP process to solicit additional ideas and considerations of how a management agreement could potentially be structured and how the Auditorium could be optimized as a City-owned facility.
Staff conducted some limited outreach to understand initial ideas, concerns or desires with nearby neighborhoods. These meetings included the homeowner’s association boards for Royal Canyon, Rossmoyne, and Verdugo Woodlands. The most common feedback from the associations was the desire for an RFP and for the process to be conducted in an open setting. Other concerns were raised regarding noise, traffic, and the frequency of events that could impact the neighborhoods. Additionally, many acknowledged the need for improvements to the facility and to identify better ways the auditorium could be used. There was also a desire to maintain local community events and access by the neighborhoods. This feedback was essential to the process, and if Council decides to move forward with any negotiations following the RFP process, a larger scale of public engagement with the surrounding communities will be conducted. 39c
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Authorization for Request for Proposals (RFP) Process
Staff is seeking authorization to issue a Request for Proposals for the management and operation of the Glendale Civic Auditorium. Those responding to the RFP would need to demonstrate the following, while serving as the evaluating criteria for all responses:
1. Demonstrates experience (a minimum of five years) successfully operating corporate events or facilities. The response should include the types and, if possible, names of corporations participating in the events. Reference letters from participating corporations would be highly valued..
2. Demonstrates financial capacity to manage and operate the Civic Auditorium on behalf of the City with the goal of increasing its use as an assembly and event space. This would include demonstrating the amount of investment made by any proposer, and how it would be used to improve the Civic auditorium or be used towards operations.
3. Maintains and preserves the facility as a historic resource.
4. Provides a financial return or revenue share with the City, including forecasted revenues and proposed revenue share or return to the City.
5. Proposed plan and consideration for renovations or improvements to the facility, not including the maintenance identified in the 2023 Public Works report. This should include a narrative explaining how the improvements would be beneficial to operations as a corporate event center.
Staff is recommending the RFP evaluation be based upon:
1. Qualification and experience of assigned personnel and experience with facilities or events of similar size and operation. This should include letters of reference and examples of businesses or corporations the proposer has worked with.
2. Ability to meet the City’s general terms and conditions, including contract terms. This would include insurance requirements and financial viability to operate and maintain the facility.
3. Organization and clarity of proposals related to the scope of work including organizational improvements, activities and programming, financing and proposed budget. Examples of types of events and previously hosted businesses should be provided. A forecast of the number of days of events should be provided, supporting the proposed operating budget.
4. Proposed financial structure including estimated financial contribution, estimated financial return and proposed revenue share with the City
5. References.
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Once the RFP is prepared, it will be advertised publicly. Alternatively, Council can provide feedback on desired terms of an RFP and direct staff to return with the draft RFP for Council review and approval prior to issuance. Upon receiving proposals, staff would generate a list of qualified entities, review and evaluate proposals, and return to the City Council with a recommendation on a preferred operator and authorization to enter into an exclusive negotiating agreement with that firm. At that point, Council may consider requesting additional information, direct staff to enter negotiations, or dismiss the results of the RFP and take no further action as it relates to the Civic Auditorium. It should be noted that any proposers that the City Council may wish to advance would be further vetted through a third-party financial evaluation to determine viability of any proposal and the financial security of the proposer.
STAKEHOLDERS/OUTREACH
Staff conducted initial outreach with HOA association boards of Rossmoyne, Royal Canyon, and Verdugo Woodlands to get initial feedback related to their ideas regarding usage of the facility and other concerns. If Council directs staff to further negotiation with any of the proposers at the conclusion of the RFP process, staff will conduct larger public engagement meetings with the neighborhoods near and adjacent to the Civic Auditorium.
FISCAL IMPACT
There is no fiscal impact associated with issuing a RFP. The fiscal impact, if there is any, will not be known until such a time that the City Council reviews and selects a proposal and operator for the Site.
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 Council authorization to release an RFP for the lease and operation of the Civic Auditorium. There is no possibility that the action of releasing the RFP may have a significant effect on the environment.
CAMPAIGN DISCLOSURE
This item is exempt from campaign disclosure requirements.
ALTERNATIVES TO STAFF RECOMMENDATION
1. Direct staff to prepare a draft RFP based on Council direction and feedback and submit it to Council for review and approval prior to release.
2. Direct staff not to issue the Request for Proposals as described in this report. In 59c
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this case the operation and management of the Civic Auditorium will continue as it does presently. Staff may return to Council for appropriation of funds to complete certain repairs and upgrades in the facility.
3. Any other alternative not proposed by staff.
ADMINISTRATIVE ACTION
Submitted by:
Bradley Calvert, Director of Community Development
Prepared by:
Mark Berry, Deputy Director of Community Dev/Economic Dev Approved by:
Roubik R. Golanian, P.E., City Manager
EXHIBITS/ATTACHMENTS
None