Downtown Hayward Activation
Pilot Program - 2023
Section 1: Organizational Qualifications & Relevant Experience
1. Your organization's name, address, contact name and contact information.
Renaissance Entrepreneurship Center (Lead Collaborator) 1500 MacDonald Avenue
Richmond, CA 94801
Tim Russell
[email protected]
In collaboration with:
The Pop Up Guide LLC (Co-collaborator)
1465 13th Street
Oakland, CA 94607
Aaron Lander
[email protected]
2. A brief overview of your organization's experience organizing, producing or managing events and programs similar or related to the proposed Downtown activation programs:
Over the last several years, Renaissance has hosted, in collaboration with principal of The Pop Up Guide, Aaron Lander, monthly Pop-Ups and holiday markets that include music, arts, culture while supporting Bay Area entrepreneurs. We have been doing this in Hayward at New Hope Christian Fellowship for the last year through a grant from the County.
Prior to Aaron Lander starting The Pop Up Guide LLC, that does business consulting, coaching, space activations and courses for entrepreneurs, he ran a company called PopUpsters that organized and produced hundreds of events that activated empty, underused and public space across the country over its longevity. These included weekly open space activations, monthly markets, and yearly or one-time special events combining cultural, social and economic activity.
3. Examples of previous experience including the name, location, description, and associated budget of the event/program;
Monthly Renaissance Entrepreneurship Markets in Hayward - These were monthly themed events that took advantage of the New Hope Christian Fellowship unused parking lot on Fridays/Saturdays. We had family fun nights, holiday markets and other events that showcased local entrepreneurs that went through a 4 week Pop Up Accelerator course, that participate in Renaissance programming or that were referred to us (we also had
ATTACHMENT IV
Downtown Hayward ActivationPilot Program - 2023
several youth entrepreneurs between the ages of 6-13 involved). Those vendors thatparticipated in Renaissance programming also received their tent, table and chairs.
Each event had some form of activities or entertainment like art, music, crafting, games, andmore.
The cost per event was $5-10K including rentals, insurance, permits and entertainment.
4. The staffing and volunteer count for the event/program; and The staffing per event included two consultants that organized, planned and managed theevent, and 2-3 day-of event staff.
5. The operations budget for the event/program(s).
The operations budget was approximately $5K that included labor costs for the planning andday of management.
Section 2: Technical Approach to the Pilot ProgramsProvide a brief description of how your organization would operate and manage either one, twoor all three of the proposed pilot programs. If your organization is only interested in one or two ofthe programs, please identify those programs, and why these are your chosen programs. Alsoinclude why your organization did not choose the other program(s). If your organization has anovel approach to achieving the program’s goals via alternate means or programs, pleaseinclude them here.
This proposal is for all three programs.
Scope of Work
Performer, Artist and Vendor Recruitment - In collaborationwith community arts, music andbusiness organizations, Renaissance and The Pop Up Guide will recruit performers, artists andvendors to participate in weekly activations. The recruitment opportunities will also be promotedin the local community-wide marketing campaign as described in Attachment I. Interestedparties will be required to fill out an application selecting the dates they would like to participateand collect the necessary items for promotion, insurance and permits.
Performer, Artist and Vendor Management - The PopUp Guide will manage the vendorrecruitment, coordination and management. Coordination of day-of logistics of where they willset-up.
Downtown Hayward ActivationPilot Program - 2023
Pre-event Management- The Pop Up Guide will managepre-event needs including creatingsite maps, obtaining permits and insurance, and receiving necessary permits that vendors need.Renaissance will provide support to businesses to receive the necessary items to participate inevents as well as other resources provided in their programming that can pertain to businesses,artists and performers.
Day-of Management- The Pop Up Guide will manage theday-of logistics for the activationsincluding staffing, coordinating vendors, on-site maps, event setup, and other servicesnecessary.
Artists and Performers Stipends -Renaissance will manage the distribution of stipends to artistsand performers.
Consultant Fee Distribution- Renaissance will managethe payment distribution to any outsidevendors including event management team, The Pop Up Guide.
Alternate Option Idea:MetaH(ayward)- MetaCities is a new platform thatallows for cities to showcase theircommunities in the Metaverse. A MetaH could be developed to allow residents, employees andtourists to discover businesses, artists and entertainers around Hayward.
Section 3: Anticipated Budget & StaffingA rough estimate of the staffing and operating costs for these proposed programs in Hayward.The City of Hayward will provide the funding to the selected organization for payment to themusicians and artists in those respected programs. The selected organization would beresponsible for making the payments to those participating artists and musicians. The selectedorganization(s) would also be responsible for obtaining any required insurance and permits.
Est. BudgetStaffing (Pre-event Weekend) -Vendor, Artist, Performer Recruitment - Approximately $1000/eventVendor, Artist, Performer Management - Approximately $1500/eventEvent Management - Approximately $1000/event Staffing (Day-of Event Friday)Coordinator 1 - $300Coordinator 2 - $300 Staffing (Day-of Event Saturday)Coordinator 1 - $400Coordinator 2 - $400
Downtown Hayward ActivationPilot Program - 2023
Other costs -Insurance - Approximately $120 per weekendPermits - TBD by working with the City but costs will be associated with fees for facilities andapplicationStipends - Depends on number of artists and performers throughout each day
6. A schedule outlining how quickly your organization would be able to fully staff thisprogram and begin operating the program, if awarded the contract.
We could begin the program planning (pre-event management) as soon as awarded, with atentative start date of February 10, 2023 (the weekend before Valentine’s Day) if awarded inDecember 2022. If a January 2023 award date, the planning can start immediately with atentative start date between February and March 2023.