M EMQRAN DLJ M City of Poway
ADDITIONAL MATERIALS
(Agenda Related Writings/Documents provided to City Council or Staff after distribution of the Agenda Packet for the June 3, 2025 Council Meeting)
DATE:
TO:
FROM:
CONTACT:
June 3, 2025
Honorable Mayor and Members of the City Council
Carrie Gallagher, City Clerk ~
(858) 668-4535 or [email protected]
SUBJECT: Item 16 - Implementation of the Poway Center for the Performing Arts Operational Analysis and Fee Study conducted by Webb Management
Attached please find correspondence received after the agenda posting deadline.
Reviewed/Approved By:
Wen Kaserman
Assistant City Manager
1 of 10
Reviewed By:
Alan Fenstermacher
City Attorney
Approved By:
~ Chris Hazeltine
City Manager
June 3, 2025, Item #16
June 2, 2025
Dear Honorable Mayor and Members of the City Council,
I am writing about Agenda Item #16: Implementation of the Poway Center for the Performing Arts Operational Analysis and Fee Study conducted by Webb Management.
I am thrilled to see the report and agree with all recommendations; however, there are two items which concern me.
First, on page 101, the report makes the first preliminary recommendation of an "Implementation Task Force: The City should consider the formation of a leadership team to manage the implementation of the following recommendations and act as liaison between PCPA staff and City leadership".
Upon reading the recommended actions in the letter from Audrey Denham (below), this does not appear in the list.
Recommended Action:
It is recommended the City Council:
1) Receive and file the Poway Center for the Performing Arts Operational Analysis and Fee Study;
2) Authorize the City Manager, in collaboration with the City Council PCPA Subcommittee, to negotiate and execute a new agreement with Poway OnStage to provide a professional performance season, arts education programming, and fundraising for capital improvement projects;
3) Direct staff to include recommended operational changes in the Fiscal Year (FY) 2025-26 budget proposal, to include personnel changes and a marketing consultant contract; and
4) Direct staff to include annual rental fee increases as part of the City-wide fee study.
Based on my years of experience working as an arts manager, volunteer, advisor, and committee member, I know that an implementation task force is crucial in driving the success of plans. I am uncertain as to why this is not a recommendation. Perhaps it is an oversight. The 2 of 10 June 3, 2025, Item #16
presentation of this report has been delayed for a very long time, and my fear is that without a dedicated task force, implementation of plans and recommendations will continue at a very slow pace. How is it possible for Audrey Denham to spearhead everything? Your community is your resource, and we have all worked together since 2019 to get to this moment in time. A few years ago, we advised city staff to utilize performing arts consultants rather than recreation consultants to enhance operational practices for the PCPA. We are good guides. Furthermore, creating a task force that strategically aligns with all stakeholders will bring broader ideas and support to the endeavour of flourishing the arts in this community.
The second item of concern is universal. It is human resource management. The wrong hire can be detrimental to an organization, while the right person will lead the organization to develop and strengthen in numerous directions. For the Theatre Manager position, has a new job analysis been created? What is the recruitment and hiring plan? A leadership position in the arts requires specific recruitment plans that differ from those used in parks and recreation hiring.
This should be done in consultation with a professional arts recruiter. The status quo in Parks and Recreation recruiting will not yield good candidates.
Thank you for seriously considering my two areas of concern as we all work together to develop the Poway Center for the Performing Arts, our artistic asset in Poway.
Sincerely,
Katherine Hirsh
13501 Melissa Lane
3 of10 June 3, 2025, Item #16
From:
To:
Subject:
Date:
Importance:
Carl Kruse
~
Item 16:PCPA Operational Analysis and Fee Study
Sunday, June 1, 2025 8:27:57 AM
High
I You don't often get email from [email protected]. Learn why this is important EXTERNAL EMAi L
Honorable Mayor and Members of the City Council:
As a Director of Poway OnStage (POS) and former Poway Mayor and City Council Member I have reviewed the June 3, 2025 Agenda Report from Audrey Denham, Director of Community Services.
My interest in our City's "valuable asset" goes back to the late 1980's when I not only served on the City Council but also served on the City-School District joint use committee developing and managing the construction of the Poway Center for the Performing Arts (PCPA). It was recognized during the formative years of the PCPA that its ongoing operation was crucial to the community's cultural and educational progress and successes. I fully appreciate the Council's and the District's continued support of this valuable asset. I am in full support of and sincerely appreciate the Poway staff's recommended actions as outlined in the PCPA Operational Analysis and Fee Study conducted by Webb Management.
I, in particular, support the recommended action to secure a new agreement with POS to " ... provide a professional performance season, arts education programming, and fund raising for capital improvement projects". I also note and support the staff recommendation " ... to rebrand the PCPA, attract new rental clients, market fundraising efforts, and tell the PCPA's story to build community awareness and support".
On behalf of our Poway community and my involvement over the years with the PCPA I thank you for your civic leadership in addressing the needs of this valuable cultural and educational asset.
I recommend your full support and approval of Poway staff's recommended actions on this item on June 3, 2025.
Sincerely,
Carl Kruse
Director, Poway OnStage
Former Mayor and City Council member, City of Poway
4 of10 June 3, 2025, Item #16
From:
To:
Subject:
Date:
Attachments:
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Agenda Item 16 written comment
Monday, June 2, 2025 2:47:39 PM
1992 05 12 Strategic Vision for the PCPA.pdf
2025 06 03 - 2025 02 09 Notes for Meeting with Webb Consulting on February 10 v3 final.pdf c.XTE A L ENI IL
Please include with Agenda Item 16 additional materials. Thank you.
Dear Mayor Vaus, City Council and City Staff,
Beginning in 2020 I was able to participate in the PCPA Subcommittee work with Dave Grosch and Barry Leonard along with Powegians Jana Johnson and Katherine Hirsch. As part of our PCPA background studies we met with PCPA Manager Belinda Romero, interviewed 12 PCPA community performing users, and researched the history of the PCPA. We then met with PCPA Subcommittee members Dave Grosch and Barry Leonard with recommendations for PCPA cost reductions and operational practices . We also recommended hiring a performing arts consultant to professionally analyze the operational practices of the PCPA.
Move forward a few years, and I appreciate the opportunity to see the Webb Management PCPA Operational Analysis and Fee Study. It was great to have one of our nation's best performing arts consultants report that the city is doing a good job running the PCPA, while sharing with us some areas for improvement and an implementation plan for these recommendations (agenda pg 102-119) . I hope the city continues moving forward as suggested in this implementation plan.
I support the recommended actions for this agenda item, including the request to adjust PCPA staffing by . 75 fte to support the increased use of the PCPA.
I support the recommendation to contract with an arts marketing consultant for a focused PCPA marketing plan and implementation to "rebrand the PCPA, attract new rental clients, market fund raising efforts, and tell the PCPA's story to build community awareness and support." (agenda item 16 page 4)
I request that the city continue to look for a dedicated PCPA manager . Perhaps Webb Management can assist with the job listing and how to promote this job opening to find the best fit PCPA Manager .
For a bit of history I have attached the 1992 Strategic Vision for the PCPA. I think this Strategic Vision still holds true today.
Finally, included are notes from myself and Jana Johnson in preparation for our 2/10/23 meeting with Webb Consulting . We appreciate that many of our ideas were included in the Webb Report .
City Council and City Staff, thank you very much for your continued support of the PCPA.
Janet Lettang, Poway Resident
5 of 10 June 3, 2025, Item #16
We the C / of Poway, the Poway Unified 1001
District, and the Foundation for the Performing
Arts are committed to this
STRATEGIC VISION FOR THE
POWAY CENTER FOR THE PERFORMING ARTS
Together we will support
• Creating opportunities for the community to experience the unique aesthetic values of live performance
• Providing balanced high quality programming consistent with the communities cultural context and exercising artistic leadership in presenting a variety of programs in order to expand appreciation for the performing arts
• Presenting a diversity of programming, which incorporates multi ethnic art forms, historical perspectives, and introduction to the work of new and contemporary artists
• Creating and sustaining an awareness of the Poway Center for the Performing Arts as a focal point for the arts and a major asset of the community
• Providing culturally enriching experiences for young people as both audience and participants
• Achieving and maintaining regional recognition for excellence as a venue for presenting the fine and performing arts
• Making available, at reasonable cost, a professionally equipped and operated performance space for community-based organizations presenting the performing arts •
• • Developing the necessary public and private resources appropriate to support professional presentations, community-based
programming, and school purposes
• Advocating for strong constituencies ensuring broad community support by the signees and with program oriented community support groups
CITY OF POWAY
Jan Goldsmith, Mayor
James T. McCarthy, President
ARTS ALIVE! Foundation for the
Performing Arts
6 of 10
POWAY UNIFIED SCHOOL DISTRICT
L. Ned Kohler, President
Board of Education
Janet Lettang and Jana Johnson's notes for our meeting with Webb Consulting on 2/10/23:
Notes for Meeting with Webb Consulting on February 10, 2023 In the Summer of 2020 Poway Community Members Jana Johnson and Janet Lettang worked with PCPA subcommittee members Dave Grosch and Barry Leonard to gain a better understanding of the operations of the PCPA to report back to the Poway City Council.
As part of this work with the PCPA subcommittee Jana and Janet surveyed twelve PCPA community users to learn more about their use of the PCPA.
Based on this survey and our discussion with PCPA Manager Belinda Romero, on September 15, 2020 Jana and Janet presented to the PCPA subcommittee recommendations for the future of the PCPA. The executive summary can be provided to you should you want to see it.
There have been quite a few positive changes to the PCPA in the past year or so.
1. Reduction of the PCPA deficit:
A. Comparing quarter one of 2021 and quarter one of 2022, the rental use and number of attendees at PCPA performances has increased as has the concession and bar sales.
B. The City of Poway and PUSD have a new joint use agreement with PUSD committing to increasing their yearly payment towards the cost of operations and for at least four years paying toward capital improvements for the PCPA.
C. The City of Poway no longer gives a cash subsidy to Poway OnStage.
D. The City approved a cost of living increase for the PCPA fees in August 2022. The community users greatly appreciate that the fee increase was not too high as they are counting on the PCPA keeping their fees in line with the amount they have budgeted for their performances. The community users are hesitant to increase the price of tickets too much as they know their ticket buyers could choose to not attend their performance.
2. The PCP A's new ticketing system seems to be working well, and the PCPA allows for community users the option to use their own ticketing system which seems to be a good option for them.
3. PCPA staff are doing an excellent job working with the rental users and ticket holders to provide a "professional" performing arts center. This includes PCPA administration, technical staff and front of house employees and usher volunteers. This makes this an overall positive experience for all who come to the PCPA.
4. PCPA management has increased their promotion of the Center and upcoming shows through social media.
Things that can still be improved:
Ability to fund raise directly to the PCPA. Poway OnStage has ownership of the Poway Center for the Performing Arts Foundation. Have a PCPA facility donation box in the lobby. Add a PCPA facility donation button to the PCPA website.
Produce PCPA fundraising performances like a Summer Music Festival. Look for grants that may work to support the PCPA facility. Create a non-profit foundation to support the PCPA facility.
The new PCPA manager should have a theater background rather than a parks and recreation background. This will ensure that important details especially with theater tech are handled well.
Is the PCPA fee structure in line with other area performing arts facilities? Are the PCPA salaries in line with other area performing arts facilities?
7 of 10 June 3, 2025, Item #16
Room for improvement for marketing the PCPA- calendar on the PCPA website, PCPA on the Poway City App, run upcoming shows in the parks and rec class catalog and see if the local paper will publish a list of upcoming shows for free in its calendar section. Use ticket database to direct marketing emails or mailers to precious PCPA customers.
Where is the line drawn between the PCPA helping to promote shows for rental clients? The more tickets sold the better it is for the PCPA bottom line - concession sales/bar sales and percentage of sales from merchandise sold in the lobby. Also, more visitors to the PCPA promotes the PCPA. When renters use the PCPA ticketing system the PCPA receives $5/$9 per ticket sold.
Bring in new categories for PCPA rentals, such as corporate rentals or specialized programming for the nearby senior communities, hold weddings in the courtyard and/or lobby. 8 of 10 June 3, 2025, Item #16
From: Salo. Katie
To: Qti...Qer!s
Subject: Item 16: PCPA Operational Analysis and Fee Study Statement of Support from Poway OnStage Board Member Date: Monday, June 2, 2025 12:45:45 PM
=l'XTE AL EiVIA IL
Honorable Mayor and Members of the City Council,
As a proud Board Member of Poway OnStage and a representative of the Poway Unified School District, I want to express my strong support for the staff recommendations related to the implementation of the Poway Center for the Performing Arts Operational Analysis and Fee Study.
I commend City staff and the team from Webb Management for the thorough, thoughtful, and data driven approach reflected in this study. The clarity of analysis and strategic recommendations demonstrate a shared commitment to sustaining and enhancing this incredible community asset.
As someone deeply invested in both public education and the arts, I am especially enthusiastic about the proposed continuation of the Professional Performance Series and robust arts education programming . These programs enrich the lives of Poway Unified students and connect our youth to culture, creativity, and career exploration in meaningful ways.
Further, I wholeheartedly support expanding Poway OnStage's role to include fund raising efforts in partnership with the City and the McCarthy Family Foundation. This forward-looking approach is essential for the long-term sustainability and vitality of the PCPA, allowing us to preserve and improve the facility while reducing the City's ongoing subsidy.
On behalf of Poway OnStage, thank you for your continued investment in the arts and for recognizing the importance of public-private collaboration in ensuring that the Poway Center for the Performing Arts continues to inspire generations to come.
I am a proud graduate of Poway High School, Class of 1989. I was a senior when our student parking lot was torn out to begin construction of the Poway Center for the Performing Arts-what would become a signature landmark for creativity and student expression in our district. To have witnessed that transformation firsthand as a student, and now to serve this same district as a contributing professional, is both humbling and inspiring.
The Poway Center for the Performing Arts has become more than a venue-it is a vibrant hub that draws both commerce and culture to our community . Its presence helps elevate the profile of Poway as "the City in the Country," attracting visitors, businesses, and opportunities that benefit our students, families, and local economy alike. It stands as a shining example of how education, arts, and community investment come together to create lasting impact. It also brings people together to celebrate the best of the human experience - laughter, song and a sense of belonging through the arts.
I'm proud to be part of the team that connects local businesses, industry partners, and community members to meaningful opportunities that support student success. Whether it's through career pathways, real-world learning experiences, or community engagement, I believe we all play a role in preparing students to thrive-both in school and in life. ' 9 of 10 June 3, 2025, Item #16
Poway Unified has always been a place where innovation, opportunity, and community come together to shape future leaders. Thank you for all you do to support this mission. I look forward to the opportunity to collaborate and build an even brighter future for our students.
Sincerely,
Katie Salo
Partners in Education Manager I Career Education Specialist I M.Ed.
Linking Businesses, Nonprofit Organizations and the Community to K-Adult School Student Experiences Poway Unified School District (Kumeyaay: Pauwai)
Career Technical Education Office
858-668-4024 x4114 I [email protected]
Ways to Pa rtner with PUSD
How to donate to the PUSD Foundation
501{c)(3) Federal Tax ID #54-2098945
JIii '!II r~l ~ 3 \~t .. •
Poway Unified School District
Career Technical Education
proud mC!mber of
POWAY
CHAMBER OF C OMMERCE
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The Poway Unified School District (PUSD) is an equal opportunity employer and does not discriminate in its employment practices or education programs. For our full Nondiscrimination policies, please visit the PUSD website. 10 of 10 June 3, 2025, Item #16