Community Development Agency
www.santa-ana.org/cd
Item # 11
City of Santa Ana
20 Civic Center Plaza, Santa Ana, CA 92701
Staff Report
October 21, 2025
TOPIC: Agreement to Sponsor the DTSA First Saturday ArtWalk Organized by The Frida Cinema
AGENDA TITLE
Agreement to Sponsor the DTSA First Saturday ArtWalk Organized by The Frida Cinema
RECOMMENDED ACTION
Authorize the City Manager to execute an Agreement to sponsor the DTSA First Saturday ArtWalk organized by The Frida Cinema for a one-year term with two, one- year optional renewals beginning November 1, 2025 and ending October 31, 2028, in a total aggregate amount not to exceed $450,000 (Agreement No. A-2025-XXX).
GOVERNMENT CODE §84308 APPLIES: Yes
DISCUSSION
The DTSA First Saturday ArtWalk (ArtWalk) is a monthly event for all-ages that takes place on the first Saturday of each month in Downtown Santa Ana. This event has been independently organized by The Frida Cinema since January 2023. It is free to the public and features local artists, more than 20 art galleries, live performances, food vendors, and family-friendly activities.
The ArtWalk has played a significant role revitalizing Downtown Santa Ana by:
Stimulating economic growth through increased foot traffic and support for local businesses, hiring local vendors, and compensating artists. To date, $56,482 has been paid directly to 186 local artists and musicians.
Strengthening Santa Ana’s cultural identity by showcasing diverse local creators alongside established artists from outside the City, encouraging cultural exchange, and expanding the event footprint.
Revitalizing the urban core by activating historic buildings, supporting the opening of new galleries, and fostering creative spaces that enhance downtown vibrancy.
According to the 2023 Santa Ana Visitor Analysis conducted by Travel Santa Ana and research company Zartico, the ArtWalk ranked as the second most-visited destination in the City of Santa Ana (City), second only to Santa Ana College, and ahead of the Santa Ana Zoo and Mainplace Mall.
Agreement to Sponsor the DTSA First Saturday ArtWalk Organized by The Frida Cinema October 21, 2025
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At the May 15, 2025 Special City Council meeting, staff presented a proposal for a recurring allocation of $150,000 to support the Art Walk event. The City Council subsequently approved this allocation on June 3, 2025, as part of the annual budget adoption process. The proposed agreement establishes a one-year term with two optional one-year renewals at the City’s discretion. This structure provides flexibility to evaluate program outcomes and reassess funding priorities in anticipation of the partial sunsetting of Measure X. To sustain and expand the positive impact of the ArtWalk, City staff released a Request for Proposals (RFP) on July 7, 2025 through the PlanetBid portal to solicit qualified proposals for groups that the City could sponsor that would have the responsibility to independently organize a monthly ArtWalk program. The solicitation closed on July 28, 2025. A total of 709 vendors were notified, and the City received one (1) proposal, submitted by The Frida Cinema.
The Arts and Culture Commission reviewed the proposal using an established rubric that evaluated:
Capacity and Organizational Experience
Artistic Vision and Alignment
Marketing and Outreach Strategy
Services and Work Samples
Budget and Financial Readiness
The Frida Cinema’s proposal earned a score of 95.67 out of 100.
The Frida Cinema will organize the ArtWalk as follows:
Robust marketing (website administration, social media, banners, brochures, and posters),
Coordination with vendors,
Creation of venue spaces (stages, sound equipment) throughout Downtown Santa Ana that feature family-friendly engagement activities, Compensation to artists and musicians for live music, dancing, Provision of materials for live art work,
Submission of street/parking space closure applications, Submission of all required permits and facilities fees with the City, and Work to identify and apply for funding to expand ArtWalk.
It is recommended that the City Council approve a one-year agreement with two, one- year optional renewals with The Frida Cinema. This investment will enable the ArtWalk to:
Maintain extended event hours to increase economic activity and cultural engagement,
Expand programming to include additional art forms, immersive experiences, and increase artist compensation,
Fund public art installations that enhance the downtown environment, Establish artist residency programs to attract and retain local talent, and Agreement to Sponsor the DTSA First Saturday ArtWalk Organized by The Frida Cinema October 21, 2025
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Strengthen collaborations with local galleries, artists, and cultural institutions while creating opportunities for emerging creators and nonprofit partners.
The funding will be disbursed in monthly installments. In the event that the ArtWalk ceases its operations prior to the conclusion of the term, the City will retain any unused funding. It is important to clarify that this agreement does not grant the City any authority to manage, program, or provide guidance on ArtWalk activities. Full responsibility for event planning, coordination, and execution will remain with The Frida Cinema.
Founded in February 2014, The Frida Cinema is Downtown Santa Ana’s sole nonprofit movie theater and one of the few remaining art-house cinemas in Southern California.
Recognized for its mission to enrich, connect, and educate communities through cinema, The Frida has received accolades for its year-round film festival programming and strong partnerships with educational, arts, and nonprofit organizations. Beyond film screenings, The Frida produces and supports a wide range of cultural programming, including outdoor drive-in screenings, and free movies in local parks.
FISCAL IMPACT
Funds are available in FY 2025-26 budget under General Fund Contract Services- Professional account (No. 01118810-62300). Subsequent funding will be included in the proposed budgets for the City Council consideration.
Fiscal Year Accounting
Unit-Account
Fund
Description
Accounting Unit,
Account Description Amount
FY 2025-26
(Nov-Jun)
01118810-
62300 General Fund
Economic Development
– Contract Services-
Professional
$100,000
FY 2026-27 01118810-
62300 General Fund
Economic Development
– Contract Services-
Professional
$150,000
FY 2027-28
July 2027-
Oct 2028
01118810-
62300 General Fund
Economic Development
– Contract Services-
Professional
$200,000
Total $450,000
EXHIBIT(S)
1. Sponsorship Agreement
2. DTSA First Saturday ArtWalk Proposal
Submitted By: Michael L. Garcia, Executive Director, Community Development Agency Approved By: Alvaro Nuñez, City Manager