Purchase Order Date: XXXXXXX
SHIP ALL ITEMS TO
Forty Niners Stadium Management
Company LLC.
Receiving
4949 Marie P. DeBartolo Way
Santa Clara, California 95054
Email: [email protected]
BILL TO
Forty Niners Stadium Management
Company LLC.
Accounts Payable
4949 Marie P. DeBartolo Way
Santa Clara, California 95054
Email: [email protected]
ATTENTION:
Roger Elu
408-986-4898
ITEM
#
MODEL # DESCRIPTION QTY UNIT
PRICE
TOTAL
PRICE
1 2
3 4
5 Black Box Compactor – Auger Nozzle Seal
Blue Compactor – Bin Hole Diaphragm
Green Compactor – Upper and Lower Dump Door and
Retainer
Labor and Installation of items 1, 2 and 3
Estimated Freight
1 1
1 LOT
LOT
$310.00
$909.48
$684.66
$1,925.00
$90.00
$310.00
$909.48
$684.66
$1,925.00
$90.00
Sub Total: $ 3,919.14
Sales Tax: $ 173.73
Total: $ 4,092.89
This purchase is subject to the terms and conditions attached and incorporated by reference.
Signature: _____________________________________ Date: _____________________
Executive Vice President, Stadium Operations & General Manager
-
City of Santa Clara
Agenda Report
1500 Warburton Avenue
Santa Clara, CA 95050
santaclaraca.gov
@SantaClaraCity
22-145 Agenda Date: 2/22/2022
REPORT TO STADIUM AUTHORITY BOARD
SUBJECT
Report from the Stadium Authority Regarding Stadium Manager’s Request to Execute Agreement with Bonfire Interactive Ltd. for eSourcing Platform Subscription Services and Award Purchase Order to Arata Equipment Company for Arata Compactor Replacement Parts and Repairs
BOARD PILLAR
Ensure Compliance with Measure J and Manage Levi’s Stadium
BACKGROUND
On October 8, 2019, the Stadium Authority Board (Board) approved Ordinance No. 2005 amending Chapter 17.30 of the City Code (Stadium Authority Procurement Policy), which rescinded the delegation to the Executive Director to enter into agreements without prior Board approval. As result of Ordinance No. 2005, the Stadium Manager is also required to request Board approval before entering into agreements on behalf of the Stadium Authority. As of the effective date of the Ordinance (November 8, 2019), all Stadium Authority agreements for services, supplies, materials, and equipment require the approval of the Stadium Authority Board.
As the Stadium Manager, Forty Niners Stadium Management Company, LLC is responsible for maintaining “the Stadium in the Required Condition and operate the Stadium as a quality NFL and multi-purpose public sports, public assembly, exhibit and entertainment facility” as required by the Management Agreement between the Stadium Authority and Stadium Manager.
The Stadium Manager is requesting approval for the following:
· Execute agreement with Bonfire Interactive Ltd. for eSourcing platform subscription services which will be used to solicit bids and proposals. The agreement is for a three-year term and has a not to exceed amount of $39,000 ($13,000 per year for three user licenses). Per the Stadium Manager, the cost for this service will be charged to the FY 2021/22 Budget, Shared Expenses, Stadium Operations line item. Funding for contract years after FY 2021/22 is subject to the Board’s approval as part of the annual budgeting process; and · Award a purchase order to Arata Equipment Company for Arata compactor replacement parts and repairs in the amount of $4,093. Per the Stadium Manager, the cost for the supplies and services will be charged to the FY 2021/22 Budget, Shared Expenses, Engineering line item.
Chapter 17.30.070 states that, “Except for reserved purchase order numbers assigned by the purchasing officer, the purchasing officer shall not issue any purchase order or award any contract for supplies, materials, or equipment unless there exists an unencumbered appropriation in the proper account of the Stadium Authority to which the purchase is to be charged.” The eSourcing platform City of Santa Clara Printed on 2/15/2022Page 1 of 4
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22-145 Agenda Date: 2/22/2022
subscription services span over multiple fiscal years; however the Stadium Manager stated in their Recommendation for Award memo that the term for subsequent fiscal years shall be conditioned upon approval of the Santa Clara Stadium Authority budget for the applicable fiscal year that includes the amounts under the agreement. The agreement with Bonfire Interactive Ltd. also includes that language.
DISCUSSION
Stadium Authority staff reviewed the Recommendation for Award memo (attached to corresponding report #22-144) and supporting procurement documentation submitted for the requests and sent questions to the Stadium Manager for response. While the supporting documents for the requests were in order, staff requested clarification on the eSourcing platform subscription services. Such exchange of questions is standard practice while reviewing requests for procurement and/or funding.
The Stadium Authority’s questions, and Stadium Manager’s responses are outlined below:
eSourcing Platform Subscription Services (Bonfire Interactive Ltd.) · Stadium Authority Q1. Can the Stadium Manager describe its current usage of BonFire’s services, and whether the services outlined in the requested agreement differ from the existing services?
Stadium Manager Response to Q1. The scope of services in the Bonfire agreement is similar to the services Bonfire has previously provided. The scope is set forth in the attached RFQ dated 12/13/2021.
Stadium Authority Response: The RFQ is included as part of the questions and responses attachment in corresponding report #22-144. The outlined services are similar to those provided by Periscope Holdings (BidSync) and DemandStar which the City of Santa Clara and Stadium Authority have respective agreements with for similar eSourcing/eProcurement services, although the number of licenses provided by Periscope Holdings and DemandStar differ.
· Stadium Authority Q2. Did the Stadium Manager reach out to any other companies to notify them of the e-Sourcing platform subscription RFQ?
Stadium Manager Response to Q2. Yes. Periscope Holdings, Bonfire Interactive, Biddingo.
Stadium Authority Response: As noted in the Stadium Manager’s Recommendation for Award, only Bonfire Interactive Ltd. and Biddingo responded to the RFQ. Periscope Holdings (BidSync) did not respond to the bid.
There are no additional comments regarding the Stadium Manager’s responses or its request for the Arata compactor parts and repairs. Staff recommends approval of the requested agreement with City of Santa Clara Printed on 2/15/2022Page 2 of 4
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22-145 Agenda Date: 2/22/2022
Bonfire Interactive Ltd. and purchase order with Arata Equipment Company. The Stadium Authority will require full supporting documentation including compliance with prevailing wage laws, if applicable, before respectively releasing public funds upon procurement of the subscription and supplies. This requirement is consistent with the Stadium Authority Board’s March 27, 2019 direction to staff to stop payment of any additional invoices for services unless there is substantial documentation of services rendered which must also be in compliance with State law and City Code.
ENVIRONMENTAL REVIEW
The actions being considered do not constitute a “project” within the meaning of the California Environmental Quality Act (“CEQA”) pursuant to CEQA Guidelines section 15378(a) as it has no potential for resulting in either a direct physical change in the environment, or a reasonably foreseeable indirect physical change in the environment or pursuant to CEQA Guidelines section 15378(b)(4) in that it is a fiscal activity that does not involve any commitment to any specific project which may result in a potential significant impact on the environment.
FISCAL IMPACT
The Stadium Authority FY 2021/22 Budget contains a Legal Contingency for Shared Expenses such as Security, Stadium Operations, Engineering, Guest Services, and Grounds. As part of its March 23, 2021 approval of the FY 2021/22 Budget, the Stadium Authority Board delegated budget amendment authority to the Executive Director for Shared Expenses from the Legal Contingency. There are sufficient funds in the FY 2021/22 Stadium Authority Legal Contingency, Stadium Operations line item to cover the annual amount of $13,000 for the eSourcing platform subscription services described in this report and sufficient funds in the FY Stadium Authority Legal Contingency, Engineering line item to cover the amount of $4,093 for the requested Arata compactor parts and repairs described in this report. The Executive Director will approve a budget amendment to reallocate $13,000 from the Legal Contingency to the Shared Expenses, Stadium Operations and $4,093 from the Legal Contingency to the Shared Expenses, Engineering line item upon the Board’s approval of staff’s recommendations. Shared Expenses are split between the Stadium Authority and Stadium Manager per the Management Agreement.
The Stadium Manager’s entire request totals $17,093 for FY 2021/22 and it is noted in the Recommendation for Award memo that the purchase orders’ terms for subsequent years are subject to the approval of the Stadium Authority Board for the applicable fiscal year that include the amounts due under the agreements.
COORDINATION
This report has been coordinated with the City’s Purchasing Manager, Treasurer’s Office and the Chief Assistant City Attorney.
PUBLIC CONTACT
Public contact was made by posting the Council agenda on the City’s official-notice bulletin board outside City Hall Council Chambers. A complete agenda packet is available on the City’s website and in the City Clerk’s Office at least 72 hours prior to a Regular Meeting and 24 hours prior to a Special Meeting. A hard copy of any agenda report may be requested by contacting the City Clerk’s Office at (408) 615-2220, email [email protected].
RECOMMENDATION
1. Approve the Stadium Manager’s request to execute an agreement with Bonfire Interactive Ltd. for City of Santa Clara Printed on 2/15/2022Page 3 of 4
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22-145 Agenda Date: 2/22/2022
eSourcing platform subscription services, in the amount of $39,000 over a three-year term, subject to budget appropriations for every fiscal year, and authorize the Executive Director to approve and process the reimbursement of such costs upon receiving final invoices and supporting documentation from the Stadium Manager; and
2. Approve the Stadium Manager’s request to award a purchase order to Arata Equipment Company for Arata compactor replacement parts and repairs in the amount of $4,093, and authorize the Executive Director to approve and process the reimbursement of such costs upon receiving final invoices and supporting documentation from the Stadium Manager.
Prepared by: Christine Jung, Assistant to the Executive Director Reviewed by: Deanna J. Santana, Executive Director
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City of Santa Clara
Agenda Report
1500 Warburton Avenue
Santa Clara, CA 95050
santaclaraca.gov
@SantaClaraCity
22-78 Agenda Date: 2/22/2022
REPORT TO COUNCIL
SUBJECT
Adopt a Resolution Calling and Giving Notice of a Special Municipal Election to be Held on Tuesday, June 7, 2022 for a Vote on One Ballot Measure that, if Passed, Would Amend Sections 600, 700.1, and 700.2 of the Santa Clara City Charter; Requesting the Consolidation of the Special Municipal Election with the Statewide Direct Primary Election to be Held in Santa Clara County on June 7, 2022; Directing the City Attorney to Prepare the Impartial Analysis; and Setting Priorities for Ballot Arguments
BACKGROUND
On April 21, 2021, the City entered into a Settlement Agreement as a result of California Voting Rights Act litigation (Yumori-Kaku, et al. v. City of Santa Clara (Santa Clara Superior Court Case No. 17CV319862) in which the City agreed to enact a resolution calling an election seeking voter approval of an amendment to the City Charter that shall require the election of all City Council members, except the Mayor, from single-member districts with a requirement that candidates reside within their respective districts in accordance with the Judgment.
At the May 4, 2021 Council Meeting the City Clerk and City Attorney introduced the options for the proposed ballot measure language which included establishing the six districts, creating a minimum 30-day residency requirement, and mandating the type of redistricting commission. While Council took action on the first two items, it decided to defer adding to the ballot measure the requirement of an independent redistricting commission to a later date. The Settlement Agreement requires the City submit a resolution or other subject legislation to place a charter amendment on the ballot that requires the election for all City Council members, except the Mayor, from single-member districts and does not preclude the City from amending the ballot measure to include additional amendments to the Charter, such as a redistricting commission.
On May 25, 2021, the City Council adopted a resolution, Resolution 21-8965, directing the City Clerk to bring back a resolution to call for a Special Municipal Election on June 7, 2022 for the purpose of placing one measure on the ballot that, if passed, would amend the Santa Clara City Charter sections 600 and 700.1, as set forth in Exhibit A of the resolution, in accordance with the requirements of section 10403 of the California Elections Code.
The City Clerk now brings the proposed resolutions before the City Council calling for a Special Municipal Election; requesting that the Board of Supervisors of the County of Santa Clara consent and agree to the consolidation of a Special Municipal Election with the Statewide Direct Primary Election on Tuesday, June 7, 2022, for the purpose of placing the measure on the ballot.
DISCUSSION
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On May 25, 2021, the City Council approved the following ballot question:
DISTRICT COUNCIL ELECTIONS. Shall the City Charter be amended to elect city council members by district, excepting the mayor, to establish six districts for the election of one council member to represent each district; and to establish a 30-day residency requirement for all elected officials? Yes
No
Ballot Measure
Resolution A shows the changes to the current Charter language that would be made in order to eliminate language regarding the current at-large by-numbered seat system and to clearly indicate the requirement to hold Councilmember District elections and to have an at-large election of the Mayor.
The proposed charter amendment would include the following language:
Sec. 700.1 Elections - City Council Districts.
Members of the City Council, excepting the Mayor, shall be elected by district.
For the election to be held in November 2022 and each election thereafter, there shall be 6 (six) districts as such districts are designated on that certain map adopted by judgment of the Superior Court dated July 24, 2018, as set forth in Resolution No. 18-8585 of the City Council, as the boundaries of such districts shall be amended through a redistricting process following each decennial United States Census. Council District elections shall be conducted as follows:
a. Each District shall be represented by one (1) Council Member. b. In the election to be held in November 2022 and in each Council District election held thereafter the Council District elections shall be conducted as follows:
1. the voters of District 2 shall nominate and elect one (1) Council Member for a four-year term; and
2. the voters of District 3 shall nominate and elect one (1) Council Member for a four-year term.
c. In the election to be held in November 2024 and in each Council District election held thereafter the Council District elections shall be conducted as follows:
1. the voters of District 1 shall nominate and elect one (1) Council Member for a four-year term;
2. the voters of District 4 shall nominate and elect one (1) Council Member for a four-year term;
3. the voters of District 5 shall nominate and elect one (1) Council Member for a City of Santa Clara Printed on 2/18/2022Page 2 of 7
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22-78 Agenda Date: 2/22/2022
3. the voters of District 5 shall nominate and elect one (1) Council Member for a four-year term; and
4. the voters of District 6 shall nominate and elect one (1) Council Member for a four-year term.
The City Council also approved including a 30-day residency requirement prior to the filing deadline for all candidates for elected office. The proposed Ballot Language is as follows:
No person shall be eligible to hold the elective office of Mayor, Chief of the Police Department or City Clerk, unless he or she is a resident and a qualified registered elector of the City. No person shall be eligible to hold the elective office of City Council Member, excepting the Mayor, unless he or she is a qualified registered elector of the City and a resident in the district represented by the Council Member office.
In order to hold the elective office of Mayor, Chief of the Police Department or City Clerk a person must have been a resident of the City of Santa Clara for at least thirty (30) days immediately preceding the last day specified by law for the filing of nomination papers with the City Clerk for such office or, if appointed, preceding the date of the person’s appointment to fill a vacancy.
In order to hold the elective office of Council Member, excepting the Mayor, a person must have been a resident of the City of Santa Clara and of the District represented by the person as a Council Member for at least thirty (30) days immediately preceding the last day specified by law for the filing of nomination papers with the City Clerk for such office or, if appointed, preceding the date of the person’s appointment to fill a vacancy.
The proposed Charter Amendment now also includes the following language to address what happens to an incumbent after the redistricting process:
Section 700.2 of the Charter of the City of Santa Clara is amended to be entitled and to read as follows:
Sec. 700.2 Election Following Change of Boundaries
Upon any redistricting pursuant to the provisions of this section of the Charter or the ordinances enacted hereunder, each incumbent member of the Council will continue, during the remainder of the member’s term, to hold office and represent the district by which the member was elected prior to such redistricting, notwithstanding any provision of Section 600 requiring a member to be a resident of the district represented by such member.
Optional: Inclusion of the Independent Redistricting Commission DISTRICT COUNCIL ELECTIONS. Shall the City Charter be amended to elect city council members by district, excepting the mayor, to establish six districts for the election of one council member to represent each district; and to establish a 30-day residency requirement for all elected officials; and to require an independent redistricting commission?
Yes
No
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22-78 Agenda Date: 2/22/2022
DISTRICT COUNCIL ELECTIONS. Shall the City Charter be amended to elect city council members by district, excepting the mayor, to establish six districts for the election of one council member to represent each district; and to establish a 30-day residency requirement for all elected officials; and to require an independent redistricting commission?
Yes
No
Every ten years, after the U.S. Census is conducted, city council district lines must be reviewed and possibly adjusted to ensure each council district contains the same number of residents. This redistricting process is a non-political process of reviewing census data and ensuring that council district lines are accurately drawn so that each district contains an equal population. For the 2020 Census Data the City Council selected an independent redistricting commission to complete the City’s redistricting process. The City Council also previously received substantial public input through the work done by the 2019 Charter Review Committee that was established after Measure N, much of its work regarding wording changes to the current Charter language which included requiring an independent redistricting commission.
Resolution B includes the Charter language changes in Resolution A with the addition of a requirement that an independent redistricting commission conduct the City’s redistricting process.
The proposed Charter Amendment would include the following language.
Section 700.2 of the Charter of the City of Santa Clara is amended to be entitled and to read as follows:
Sec. 700.2 Establishment of Independent Redistricting Commission; Election Following Change of Boundaries
The City Council shall enact an ordinance to establish an independent redistricting committee in accordance with Elections Code Sections 23001 and 23003 to make changes to the City Council District boundaries.
Upon any redistricting pursuant to the provisions of this section of the Charter or the ordinances enacted hereunder, each incumbent member of the Council will continue, during the remainder of the member’s term, to hold office and represent the district by which the member was elected prior to such redistricting, notwithstanding any provision of Section 600 requiring a member to be a resident of the district represented by such member.
We offer this language as an optional provision that the Council might consider including in the proposed City Charter amendment. The Council may also choose to not add the independent redistricting commission to the measure at this time. The Council may decide to adopt an ordinance establishing the independent redistricting commission for future redistricting activities. This ordinance would be repealable by the current or future City Council at any time. Another option is to request a subsequent charter review committee to consider amending the Charter to add the redistricting method in a future Charter amendment.
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22-78 Agenda Date: 2/22/2022
Charter Submission Timeline
In order to submit the proposed Charter amendments to the voters of the City of Santa Clara at a Special Municipal Election, the City Council must adopt a Resolution. By adopting this Resolution, one City of Santa Clara ballot measure will appear on the Statewide Direct Primary Election on June 7, 2022.
Accordingly, included for City Council consideration in the Resolution is formally calling the special election, requesting that the special election be consolidated with the Statewide Direct Primary Election, submitting the measure to voters and authorizing certain related actions, including directing the City Attorney to prepare an impartial analysis of the measure. Furthermore, the proposed resolution also includes language related to ballot arguments, which reflects the requirements contained in the settlement agreement in the Yumori-Kaku matter, as explained below.
Ballot Arguments and Impartial Analysis
The City Council determines whether the Council, or specific members authorized by the full Council, will draft the argument supporting the ballot measure, or whether it will instead allow a third party to do so. The City Charter and the California Elections Code authorize, but do not require, the City Council to write the argument in support of the ballot measure to establish District Elections.
If the City Council chooses to write the ballot argument, it should designate a maximum of three Council Members to draft the argument. These designees would prepare and sign the argument and submit it to the City Clerk. Alternatively, the Council can designate the Mayor to sign on behalf of the entire Council. A total of five individuals and/or organizations may sign the ballot argument, and the Council may designate which individuals or organizations fill any available signature slots. Per the Settlement Agreement, neither the City Council, nor any of its Members, shall file a ballot argument in opposition to the proposed Charter Amendment measure in their official capacity.
If the City Council decides not to draft the argument itself, any registered voter or bona fide association of citizens may submit a proposed argument to the City Clerk. If the City Clerk receives multiple proposed arguments, the City Clerk shall select one of the arguments in adherence to Elections Code § 9287. Ballot arguments must be submitted no later than March 8, 2022, 3:00 p.m., to the City Clerk and rebuttal arguments must be submitted no later than March 18, 2022, 5:00 p.m., to the City Clerk. The City Attorney shall draft an impartial analysis on the measure, which is also due March 18, 2022, 5:00 p.m., to the City Clerk.
Voter Education and Outreach
In preparation for the June 2022 primary election a Communications Outreach plan will be created that will utilize the many public outreach channels available to Santa Clara residents, including the following:
· City website and e-Notify
· Social Media (Facebook, Twitter, NextDoor)
· Government Access Channels
· Press Release
· Publication of ad in local and ethnic media outlets
· Postcard mailers to all Santa Clara residents
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22-78 Agenda Date: 2/22/2022
· Flyer distribution to City facilities
· Flyer email distribution to constituent database and community leaders/groups · Utility bill inserts
· Translation of materials in eight languages including, Chinese, Hindu, Korean, Japanese, Portuguese, Spanish, Tagalog and Vietnamese
ENVIRONMENTAL REVIEW
The action being considered does not constitute a “project” within the meaning of the California Environmental Quality Act (“CEQA”) pursuant to CEQA Guidelines section 15378(b)(5) in that it is a governmental organizational or administrative activity that will not result in direct or indirect changes in the environment.
FISCAL IMPACT
The Registrar of Voters (ROV) has estimated the cost for the June 7, 2022 election to be approximately $233,248. In addition to this amount would be approximately $60,000-$70,000 of costs associated with printing, translation services, publishing notices and other related costs for a total of approximately $300,000. These costs are included in the existing City budget.
COORDINATION
This report has been coordinated with the City Attorney’s office.
PUBLIC CONTACT
Public contact was made by posting the Council agenda on the City’s official-notice bulletin board outside City Hall Council Chambers. A complete agenda packet is available on the City’s website and in the City Clerk’s Office at least 72 hours prior to a Regular Meeting and 24 hours prior to a Special Meeting. A hard copy of any agenda report may be requested by contacting the City Clerk’s Office at (408) 615-2220, email [email protected]
.
RECOMMENDATION
The City Council select one of the following options:
1. Adopt Resolution A calling and giving notice of a Special Municipal Election to be held on Tuesday, June 7, 2022, for a vote on one ballot measure that, if passed, would amend Sections 600, 700.1, and 700.2 of the Santa Clara City Charter; Requesting the consolidation of the Special Municipal Election with the Statewide Direct Primary Election to be held in Santa Clara County on June 7, 2022; directing the City Attorney to prepare the impartial analysis; and setting priorities for ballot arguments; OR
2. Adopt Resolution B calling and giving notice of a Special Municipal Election to be held on Tuesday, June 7, 2022, for a vote on one ballot measure that, if passed, would amend Sections 600, 700.1, and 700.2 of the Santa Clara City Charter; Requesting the consolidation of the Special Municipal Election with the Statewide Direct Primary Election to be held in Santa Clara County on June 7, 2022; directing the City Attorney to prepare the impartial analysis; and setting priorities for ballot arguments.
Reviewed by: Nora Pimentel, Assistant City Clerk
Approved by: Hosam Haggag, City Clerk
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ATTACHMENTS
1. Resolution 21-8965
2. Resolution A
3. Resolution B (Includes Independent Redistricting Commission) City of Santa Clara Printed on 2/18/2022Page 7 of 7
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RESOLUTION NO. 21-8965
A RESOLUTION OF THE CITY OF SANTA CLARA,
CALIFORNIA, CALLING FOR THE PLACEMENT OF ONE
BALLOT MEASURE THAT, IF PASSED, WOULD AMEND
SECTIONS 600 and 700.1 OF THE SANTA CLARA CITY
CHARTER AT THE NEXT STATEWIDE DIRECT PRIMARY
ELECTION
BE IT RESOLVED BY THE CITY OF SANTA CLARA AS FOLLOWS:
WHEREAS, on December 5, 2017, the certain Santa Clara voters (Plaintiffs) filed a Complaint against the City in the Santa Clara County Superior Court (Complaint); WHEREAS, on December 27, 2017, the Plaintiffs filed an Amended Complaint against the City in the Santa Clara County Superior Court (Amended Complaint); WHEREAS, the Amended Complaint alleged, among other things, that the City's method of electing Councilmembers violated the California Voting Rights Act (CVRA); WHEREAS, the Liability Phase of the trial was held between April 23, 2018, and April 26, 2018, and the Superior Court, Hon. Thomas E. Kuhnle, presiding, issued a decision dated June 6, 2018, finding the City's election system in violation of the CVRA; WHEREAS, the Remedies Phase of the trial was held between July 18, 2018, and July 20, 2018, after which Judgment was entered on July 24, 2018 in favor of the Plaintiffs; WHEREAS, the Judgment enjoined the City and the Registrar of Voters from holding at-large elections for any City Council members, other than the position of Mayor, and ordered that Council Members be elected by district under the map ordered by the Court; WHEREAS, the Court retained jurisdiction over the parties and the action pursuant to California Code of Civil Procedure section 664.6;
WHEREAS, the City filed a Notice of Appeal on August 15, 2018; WHEREAS, following briefing and oral argument the Court of Appeal rendered its decision on December 30, 2021, affirming the Amended Judgment of the Superior Court, and the Remittitur issued on March 2, 2021;
Resolution/Ballot Measure
Rev: 11/22/17
WHEREAS, Plaintiffs and the City acknowledged that the 2018 and 2020 City Council elections were conducted in accordance with the provisions of the Judgment; WHEREAS, on April 21, 2021, the Plaintiffs and the City entered into a Settlement Agreement in which the City agreed that on or before June 1, 2021, the City Council, shall enact a resolution calling an election to seek voter approval of an amendment to the City Charter that shall require the election of all City Council members, except the Mayor, from single-member districts with a requirement that candidates reside within their respective districts in accordance with the Judgment. The election system included in the proposed Charter Amendment shall in all respects comply with applicable governing provisions of State law; WHEREAS, in accordance with the terms of the Settlement Agreement the City Council desires to require the placement of a ballot measure that, if passed, would amend Charter Sections 600 and 700.1 of the Santa Clara City Charter;
WHEREAS, pursuant to the requirements of the City Charter, the City is required to call and order to be held in the City of Santa Clara, California a special municipal election placing the ballot measure on the ballot;
WHEREAS, pursuant to California Elections Code section 1201, the next Statewide Direct Primary election will be held on June 7, 2022; and,
WHEREAS, in accordance with Elections Code Section 1415 the City can only call for a Special Municipal Election with the Statewide general or primary election occurring not less than 88 days after the order of the election for a charter proposal that proposes to amend a charter related to federal or state voting rights laws.
II
II
II
II
Resolution/Ballot Measure
Rev: 11/22/17
NOW THEREFORE, BE IT FURTHER RESOLVED BY THE CITY OF SANTA CLARA AS FOLLOWS:
1. That the City Council hereby proposes to amend Santa Clara City Charter Sections 600 and 700.1, as set forth in Exhibit A, attached hereto and incorporated herein by reference (with additions to and deletions from the current text indicated thereon); and the City Council hereby approves and orders the proposed measure to be submitted to the qualified electors of the City of Santa Clara at a special municipal election on June 7, 2022. If the measure is approved by a majority of voters, City Charter Sections 600 and 700.1 shall be amended, as set forth in the measure, and the amendment shall be effective on the date that the City Council declares the results of the special municipal election.
2. That in accordance with Elections Code sections 13247 and 9051, and in order to submit the proposed measure described herein to the voters, the City Council hereby approves and orders the following ballot question to be submitted to the qualified electors of the City of Santa Clara at the special municipal election on June 7, 2022:
Measure 1
DISTRICT COUNCIL ELECTIONS. Shall the City Charter be amended to elect city council members by district, excepting the mayor, to establish six districts for the election of one council member to represent each district; and to establish a 30-day residency requirement for all elected officials?
II
II
II
II
II
II
Resolution/Ballot Measure
Rev: 11 /22/17
Yes
No
3. The City Clerk is directed to place a resolution on a City Council agenda not less than 88 days prior to the statewide primary election, requesting that the Board of Supervisors of the County of Santa Clara consent and agree to the consolidation of a Special Municipal Election with the Statewide Direct Primary Election on Tuesday, June 7, 2022, for the purpose of placing the measure approved in this resolution on the ballot in accordance with the requirements of section 10403 of the California Elections Code,
4. Effective date . This resolution shall become effective immediately .
I HEREBY CERTIFY THE FOREGOING TO BE A TRUE COPY OF A RESOLUTION PASSED
AND ADOPTED BY THE CITY OF SANTA CLARA, CALIFORNIA, AT A REGULAR MEETING THEREOF HELD ON THE 25TH DAY OF MAY, 2021, BY THE FOLLOWING VOTE:
AYES : COUNCILORS:
NOES: COUNCILORS:
ABSENT: COUNCILORS :
ABSTAINED : COUNCILORS:
Attachments incorporated by reference:
1. Exhibit A
Resolution/Ballot Measure
Rev: 11/22/17
Becker, Chahal, Hardy, Jain, Park, and Watanabe,
and Mayor Gillmor
None
None
None
ATTEST: -lt-~~ ~~~4~::::::: -
,
ASSISTANT CITY CLERK
CITY OF SANTA CLARA
EXHIBIT A
The Charter of the City of Santa Clara shall be amended as follows:
Section 600 of the Charter of the City of Santa Clara is amended to be entitled and to read as follows:
Sec. 600 City elected officers.
No person shall be eligible to hold ru:iy the elective office in the City including of Mayor, City Council, BF-Chief of the Police Department aRtl QLCity Clerk, unless he or she is a resident and a qualified registered elector of the City. No person shall be eligible to hold the elective office of City Council Member, excepting the Mayor, unless he or she is a qualified registered elector of the City and a resident in the district represented by the Council Member office.
In order to hold the elective office of Mayor, Chief of the Police Department or City Clerk a person must have been a resident of the City of Santa Clara for at least thirty (30) days immediately preceding the last day specified by law for the filing of nomination papers with the City Clerk for such office or, if appointed, preceding the date of the person's appointment to fill a vacancy.
In order to hold the elective office of Council Member, excepting the Mayor, a person must have been a resident of the City of Santa Clara and of the District represented by the person as a Council Member for at least thirty (30) days immediately preceding the last day specified by law for the filing of nomination papers with the City Clerk for such office or, if appointed, preceding the date of the person's appointment to fill a vacancy.
Exhibit A to Resolution No. 21-8965
The elective officers of the City shall consist of a City Council composed of seven members, the Chief of the Police Department and the City Clerk. The members of the City Council, (which includes the office of the Mayor1 and the Chief of the Police Department and the City Clerk shall be elected from the City at large at the times and in the manner provided in this Charter. Except as otherwise herein provided, a person elected to an office for other than an unexpired term shall serve a term of four years and shall serve until a successor is elected and qualified. The term shall commence on the date the City Council certifies the canvass of the election returns submitted to it by the County Registrar of Voters.
The person receiving the most votes cast for a particular City office shall be declared duly elected. Ties shall be broken as provided from time to time by ordinance.
The office of Mayor shall be separately voted upon and is a separate office. The person elected at any election to the office designated "Mayor" shall be deemed elected, both as a Mayor and as a member of the Council. Although the Mayor is a Council member, his or her election does not change the number of Council members from seven.
No person shall be a candidate for both Mayor and a City Council office seat at the same election. However, an incumbent member of the City Council may run for the elective office of Mayor, and the Mayor may run for the separate office of Mayor or other City Council office. However, at no time shall a member of the Council, including the Mayor, hold more than one City elective office. Except as otherwise provided elsewhere in this Charter, no incumbent member of the City Council while serving in such office with an unexpired term of more than six months shall be a candidate for any numbered Council office seat other than the one which he or she holds.
Exhibit A to Resolution No. 21-8965
Section 700.1 of the Charter of the City of Santa Clara is amended to be entitled and to read as follows:
Sec. 700.1 Elections Designation of seats.
For purposes of City Council elections, each Council office shall be designated by an appropriate descriptive designation, as follows: The Council seat 'Nhich on the effective date of this Section is occupied by the Mayor shall continue to be designated as "Mayor''; each of the other six seats, respectively, shall be designated as "Council Member Seat No. 2," "Council Member Seat No. 3," "Council Member Seat No. 4," "Council Member Seat No. 5," "Council Member Seat No. 6" and "Council Member Seat No. 7" respectively, and shall continue to be designated by the respective designation. The designation so given to each such office shall thereafter be used in all election, nomination papers, certificates of election, and other election papers pertaining or referring to such office, and to designate incumbency in such office.
Sec. 700.1 Elections - City Council Districts.
Members of the City Council, excepting the Mayor, shall be elected by district.
For the election to be held in November 2022 and each election thereafter, there shall be 6 (six) districts as such districts are designated on that certain map adopted by judgment of the Superior Court dated July 24, 2018, as set forth in Resolution No. 18- 8585 of the City Council, as the boundaries of such districts shall be amended through a redistricting process following each decennial United States Census.
Council District elections shall be conducted as follows:
a. Each District shall be represented by one (1) Council Member.
Exhibit A to Resolution No. 21-8965
b. In the election to be held in November 2022 and in each Council District election held thereafter the Council District elections shall be conducted as follows:
1. the voters of Districts District 2 shall nominate and elect one (1) Council Member for a four-year term; and
2. the voters of District 3 shall nominate and elect one (1) Council Member for a four-year term.
c. In the election to be held in November 2024 and in each Council District election held thereafter the Council District elections shall be conducted as follows:
1. the voters of District 1 shall nominate and elect one ( 1) Council Member for a four-year term; and
2. the voters of District 4 shall nominate and elect one (1) Council Member for a four-year term; and
3. the voters of District 5 shall nominate and elect one (1) Council Member for a four-year term; and
4. the voters of District 6 shall nominate and elect one (1) Council Member for a four-year term.
Exhibit A to Resolution No. 21-8965
Resolution/Special Election Page 1 of 5
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RESOLUTION NO.
A RESOLUTION OF THE CITY OF SANTA CLARA, CALIFORNIA,
CALLING AND GIVING NOT ICE OF A SPECIAL MUNICIPAL
ELECTION TO BE HELD ON TUESDAY, JUNE 7, 2022, FOR A
VOTE ON ONE BALLOT MEASURE THAT, IF PASSED, WOULD
AMEND SECTIONS 600, 700.1, and 700.2 OF THE SANTA CLARA CITY CHARTER; REQUESTING THE CONSOLIDATION OF THE
SPECIAL MUNCIPAL ELECTION WITH THE STATEWIDE DIRECT
PRIMARY ELECTION TO BE HELD IN SANTA CLARA COUNTY
ON JUNE 7, 2022 ; DIRECTING THE CITY ATTORNEY TO
PREPARE THE IMPA RTIAL ANALYSIS ; AND SETTING
PRIORITIES FOR BALLOT ARGUMENTS
BE IT RESOLVED BY THE CITY OF SANTA CLARA AS FOLLOWS:
WHEREAS, That pursuant to the requirements of the City Charter, there is called and ordered to be held in the City of Santa Clara, California, on Tuesday, June 7, 2022, a special municipal election placing one measure that, if passed, would amend Charter sections 600, 700.1, and 700.2 of the Santa Clara City Charter;
WHEREAS, pursuant to California Elections Code section 1201, the next Statewide Direct Primary election will be held on June 7, 2022;
WHEREAS, in the course of conducting a Special Municipal Election on June 7, 2022, it is desired that that the Board of Supervisors of the County of Santa Clara consolidate a special municipal election to be held on June 7, 2022, with the Statewide Direct Primary election to be held on the same date for the purpose of submitting one ballot measure to the voters to consider a charter amendment. It is also necessary for the City to request services of the County as set forth in this resolution;
WHEREAS, in accordance with the Elections Code sections 9285 and 9286 the ballot arguments must be submitted no later than March 8, 2022, to the City Clerk, and rebuttal arguments must be submitted no later than March 18, 2022; and, WHEREAS, the City Council is authorized to direct the City Attorney to prepare an impartial analysis of the measure by March 18, 2022, showing the operation of the measure and its effect on the existing law.
Resolution/Special Election Page 2 of 5
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NOW THEREFORE, BE IT FURTHER RESOLVED BY THE CITY OF SANTA CLARA AS FOLLOWS:
1. That pursuant to the requirements of section 10403 of the California Elections Code, the Board of Supervisors of the County of Santa Clara is hereby requested to consent and agree to the consolidation of a Special Municipal Election with the Statewide Direct Primary Election on Tuesday, June 7, 2022, for the purpose of placing one measure on the ballot that, if passed, would amend the Santa Clara City Charter sections 600, 700.1, and 700.2.
2. That the consolidated election shall be held and conducted, the election officers appointed, the voting precincts designated, the ballots printed, the polls opened and closed, the ballots counted and returned, the returns canvassed, and all other applicable proceedings to be performed in connection with the above consolidated election, be regulated and performed by the Registrar of Voters of the County of Santa Clara in accordance with the provisions of applicable laws regulating consolidating elections. This City Council consents to such consolidation.
3. That the Registrar of Voters is authorized to canvass the returns of the Special Municipal Election. The election shall be held in all respects as if there were only one election, and only one form of ballot shall be used.
4. That the Board of Supervisors is requested to issue instructions to the Registrar of Voters to take any and all steps necessary for the holding of the consolidated election.
5. That the City of Santa Clara recognizes that additional costs will be incurred by the County by reason of this consolidation and agrees to reimburse the County for any costs.
6. That the City Clerk is directed to file a certified copy of this Resolution without delay with the Board of Supervisors and the County Registrar of Voters.
7. That the City Council hereby proposes to amend Santa Clara City Charter sections 600, 700.1, and 700.2, as set forth in Exhibit A, attached hereto and incorporated herein by reference (with additions to and deletions from the current text indicated thereon); and the City Council Resolution/Special Election Page 3 of 5
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hereby approves and orders the proposed measure to be submitted to the qualified electors of the City of Santa Clara at a special municipal election on June 7, 2022. If the measure is approved by a majority of voters, City Charter sections 600, 700.1, and 700.2 shall be amended, as set forth in the measure, and the amendment shall be effective on the date that the City Council declares the results of the special municipal election.
8. That in accordance with Elections Code sections 13247 and 9051, and in order to submit the proposed measure described herein to the voters, the City Council hereby approves and orders the following ballot question to be submitted to the qualified electors of the City of Santa Clara at the special municipal election on June 7, 2022:
A. Measure 1
DISTRICT COUNCIL ELECTIONS. Shall the City Charter be amended to elect city council members by district, excepting the mayor, to establish six districts for the election of one council member to represent each district; and to establish a 30-day residency requirement for all elected officials? Yes
No
9. Primary and rebuttal arguments for the measure may be filed consistent with Elections Code section 9282, et seq.
10. The Council hereby selects the following course of action regarding argument (in favor):
(Council to select one of the following concurrent with the adoption of resolution):
A. Two or more City Council Members who support adoption of the proposed Charter Amendment shall be authorized to, and shall, jointly file an official ballot Argument in favor of the proposed Charter Amendment measure. The City Council Members authorized to file such ballot Argument, or at least two other City Council Members authorized to do so by the City Council, shall also jointly file a Rebuttal Argument to any Argument against the proposed Charter Amendment that may be filed. Neither the City Council, nor any of its Members, shall file Resolution/Special Election Page 4 of 5
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a ballot Argument in opposition to the proposed Charter Amendment measure in their official capacity;
i. The Ballot Argument in favor of the proposed Charter Amendment shall contain informational language describing the City's previous at-large election system and the circumstances and reasons relating to its having been held in violation of the California Voting Rights Act by this Court's Amended Judgment entered January 22, 2019; and shall describe the reasons for which the voters might wish to permanently adopt a by-district election system of the kind ordered by the Court in that Amended Judgment and used in the 2018 and 2020 City Council elections.
OR
B. Takes no action with regard to authorizing the Council or member of the Council to submit a written argument (in favor) of the measure, in which case the City Clerk shall select arguments for or against the measure in accordance with the priority order set forth in Elections Code section 9287.
11. Pursuant to Elections Code section 9280, the City Council hereby directs the City Attorney to prepare an impartial analysis of the measure.
12. The City Council finds, pursuant to Title 14 of the California Code of Regulations, sections 15378(b)(4) and 15378(b)5) that this resolution is exempt from the requirements of the California Environmental QUALITY Act (CEQA) in that it involves fiscal and administrative activities that will not result in a potentially significant impact on the environment.
13. That pursuant to California Elections Code section 10002, the City Council hereby requests that the Board of Supervisors authorize and direct the County Elections Department to provide such services as may be necessary to properly and lawfully hold and conduct a Consolidated Special Municipal Election in the City on June 7, 2022, including, but not restricted to, furnishing indexes and election equipment, appointing precinct workers and officials, instructing workers and officials, addressing sample ballots for said City election, issuing Resolution/Special Election Page 5 of 5
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absentee ballots, establishing and providing early voting, conducting central counting and official canvass, and performing such other acts as may be required, or directed by the City Clerk, subsequent to acceptance of nomination materials by the City Clerk.
14. That the City Clerk is hereby authorized and directed to reimburse the County for services performed in accordance with this resolution, when the work is completed and upon presentation to the City of a properly approved bill subject to the approval by the City Clerk.
15. That the City Clerk is hereby authorized and directed to coordinate with the County Registrar of Voters to procure and furnish the procurement of any and all official ballots, notices, printed matter, and all supplies, equipment, paraphernalia that may be necessary in order to properly and lawfully conduct the Consolidated Special Municipal Election. The ballots to be used at the election shall be in form and content as required by law.
16. That in all particulars not recited in this Resolution, the Special Municipal Election shall be held and conducted as provided by law for holding municipal elections.
17. That this resolution provides notice of the time and place of holding the Special Municipal Election, and the City Clerk is authorized, instructed and directed to give further or additional notice of the Special Municipal Election in time, form, and manner as required by law.
18. That the proposed measures shall not take effect unless and until approved by a vote of at least 50% plus one of the voters voting on the questions at the election. //
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19. That the City Clerk is hereby authorized and directed to certify to the due adoption of this Resolution.
20. Effective date. This resolution shall become effective immediately.
I HEREBY CERTIFY THE FOREGOING TO BE A TRUE COPY OF A RESOLUTION PASSED
AND ADOPTED BY THE CITY OF SANTA CLARA, CALIFORNIA, AT A REGULAR MEETING THEREOF HELD ON THE 22nd DAY OF FEBRUARY 2022, BY THE FOLLOWING VOTE:
AYES: COUNCILORS:
NOES: COUNCILORS:
ABSENT: COUNCILORS:
ABSTAINED: COUNCILORS:
ATTEST: ______________________________
HOSAM HAGGAG
CITY CLERK
CITY OF SANTA CLARA
Attachments incorporated by reference:
1. Exhibit A
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EXHIBIT A
The Charter of the City of Santa Clara shall be amended as follows:
Section 600 of the Charter of the City of Santa Clara is amended to be entitled and to read as follows:
Sec. 600 City elected officers.
No person shall be eligible to hold any the elective office in the City including of Mayor, City Council, or Chief of the Police Department and or City Clerk, unless he or she is a resident and a qualified registered elector of the City. No person shall be eligible to hold the elective office of City Council Member, excepting the Mayor, unless he or she is a qualified registered elector of the City and a resident in the district represented by the Council Member office.
In order to hold the elective office of Mayor, Chief of the Police Department or City Clerk a person must have been a resident of the City of Santa Clara for at least thirty (30) days immediately preceding the last day specified by law for the filing of nomination papers with the City Clerk for such office or, if appoin ted, preceding the date of the person’s appointment to fill a vacancy.
In order to hold the elective office of Council Member, excepting the Mayor, a person must have been a resident of the City of Santa Clara and of the District represented by the person as a Council Member for at least thirty (30) days immediately preceding the last day specified by law for the filing of nomination papers with the City Clerk for such office or, if appointed, preceding the date of the person’s appointment to fill a vacancy.
The elective officers of the City shall consist of a City Council composed of seven members, the Chief of the Police Department and the City Clerk. The members of the Resolution/Special Election Page 8 of 5
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City Council, (which includes the office of th e Mayor) and the Chief of the Police Department and the City Clerk shall be elected from the City at large at the times and in the manner provided in this Charter. Except as otherwise herein provided, a person elected to an office for other than an unexpired term shall serve a term of four years and shall serve until a successor is elected and qualified. The term shall commence on the date the City Council certifies the canvass of the election returns submitted to it by the County Registrar of Voters.
The person receiving the most votes cast for a particular City office shall be declared duly elected. Ties shall be broken as provided from time to time by ordinance.
The office of Mayor shall be separately voted upon and is a separate office. The person elected at any election to the office designated “Mayor” shall be deemed elected, both as a Mayor and as a member of the Council. Although the Mayor is a Council member, his or her election does not change the number of Council members from seven.
No person shall be a candidate for both Mayor and a City Council office seat at the same election. However, an incumbent member of the City Council may run for the elective office of Mayor, and the Mayor may run for the sep arate office of Mayor or other City Council office. However, at no time shall a member of the Council, including the Mayor, hold more than one City elective office. Except as otherwise provided elsewhere in this Charter, no incumbent member of the City Council while serving in such office with an unexpired term of more than six months shall be a candidate for any numbered Council office seat other than the one which he or she holds.
Section 700.1 of the Charter of the City of Santa Clara is amended to be entitled and to read as follows:
Sec. 700.1 Elections – Designation of seats.
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For purposes of City Council elections, each Council office shall be designated by an appropriate descriptive designation, as follows: The Council seat which on the effective date of this Section is occupied by the Mayor shall continue to be designated as “Mayor”; each of the other six seats, respectively, shall be designated as “Council Member Seat No. 2,” “Council Member Seat No. 3,” “Council Member Seat No. 4,” “Council Member Seat No . 5,” “Council Member Seat No. 6” and “C ouncil Member Seat No. 7” respectively, and shall continue to be designated by the respective designation. The designation so given to each such offi ce shall thereafter be used in all election, nomination papers , cer tificates of election, and other electio n p apers pertaining or referring to such office, and to designate incumbency in such office.
Sec. 700.1 Elections – City Council Districts.
Members of the City Council, excepting the Mayor, shall be elected by district.
For the election to be held in November 2022 and each election thereafter, there shall be 6 (six) districts as such districts are designated on that certain map adopted by judgment of the Superior Court dated July 24, 2018, as set forth in Resolution No. 18-8585 of the City Council, as the boundaries of such districts shall be amended through a redistricting process following each decennial United States Census.
Council District elections shall be conducted as follows:
a. Each District shall be represented by one (1) Council Member. b. In the election to be held in November 2022 and in each Council District election held thereafter the Council District elections shall be conducted as follows:
1. the voters of District 2 shall nominate and elect one (1) Council Member for a four-year term; and
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2. the voters of District 3 shall nominate and elect one (1) Council Member for a four-year term.
c. In the election to be held in November 2024 and in each Council District election held thereafter the Council District elections shall be conducted as follows:
1. the voters of District 1 shall nominate and elect one (1) Council Member for a four-year term;
2. the voters of District 4 shall nominate and elect one (1) Council Member for a four-year term; and
3. the voters of District 5 shall nominate and elect one (1) Council Member for a four-year term.
4. the voters of District 6 shall nominate and elect one (1) Council Member for a four-year term.
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Section 700.2 of the Charter of the City of Santa Clara is amended to be entitled and to read as follows:
Sec. 700.2 Elections: Designation of Seats.Election Following Change of Boundaries
Upon any redistricting pursuant to the provisions of this section of the Charter or the ordinances enacted hereunder, each incumbent member of the Council will continue, during the remainder of the member’s term, to hold office and represent the district by which the member was elected prior to such redistricting, notwithstanding any provision of Section 600 requiring a member to be a resident of the district represented by such member.
Resolution/Special Election Page 1 of 5
Rev: 11/22/17
RESOLUTION NO.
A RESOLUTION OF THE CITY OF SANTA CLARA, CALIFORNIA,
CALLING AND GIVING NOT ICE OF A SPECIAL MUNICIPAL
ELECTION TO BE HELD ON TUESDAY, JUNE 7, 2022, FOR A
VOTE ON ONE BALLOT MEASURE THAT, IF PASSED, WOULD
AMEND SECTIONS 600, 700.1, and 700.2 OF THE SANTA CLARA CITY CHARTER; REQUESTING THE CONSOLIDATION OF THE
SPECIAL MUNCIPAL ELECTION WITH THE STATEWIDE DIRECT
PRIMARY ELECTION TO BE HELD IN SANTA CLARA COUNTY
ON JUNE 7, 2022 ; DIRECTING THE CITY ATTORNEY TO
PREPARE THE IMPA RTIAL ANALYSIS ; AND SETTING
PRIORITIES FOR BALLOT ARGUMENTS
BE IT RESOLVED BY THE CITY OF SANTA CLARA AS FOLLOWS:
WHEREAS, That pursuant to the requirements of the City Charter, there is called and ordered to be held in the City of Santa Clara, California, on Tuesday, June 7, 2022, a special municipal election placing one measure that, if passed, would amend Charter sections 600, 700.1, and 700.2 of the Santa Clara City Charter;
WHEREAS, pursuant to California Elections Code section 1201, the next Statewide Direct Primary election will be held on June 7, 2022;
WHEREAS, in the course of conducting a Special Municipal Election on June 7, 2022, it is desired that that the Board of Supervisors of the County of Santa Clara consolidate a special municipal election to be held on June 7, 2022, with the Statewide Direct Primary election to be held on the same date for the purpose of submitting one ballot measure to the voters to consider a charter amendment. It is also necessary for the City to request services of the County as set forth in this resolution;
WHEREAS, in accordance with the Elections Code sections 9285 and 9286 the ballot arguments must be submitted no later than March 8, 2022, to the City Clerk, and rebuttal arguments must be submitted no later than March 18, 2022; and, WHEREAS, the City Council is authorized to direct the City Attorney to prepare an impartial analysis of the measure by March 18, 2022, showing the operation of the measure and its effect on the existing law.
Resolution/Special Election Page 2 of 5
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NOW THEREFORE, BE IT FURTHER RESOLVED BY THE CITY OF SANTA CLARA AS FOLLOWS:
1. That pursuant to the requirements of section 10403 of the California Elections Code, the Board of Supervisors of the County of Santa Clara is hereby requested to consent and agree to the consolidation of a Special Municipal Election with the Statewide Direct Primary Election on Tuesday, June 7, 2022, for the purpose of placing one measure on the ballot that, if passed, would amend the Santa Clara City Charter sections 600, 700.1, and 700.2.
2. That the consolidated election shall be held and conducted, the election officers appointed, the voting precincts designated, the ballots printed, the polls opened and closed, the ballots counted and returned, the returns canvassed, and all other applicable proceedings to be performed in connection with the above consolidated election, be regulated and performed by the Registrar of Voters of the County of Santa Clara in accordance with the provisions of applicable laws regulating consolidating elections. This City Council consents to such consolidation.
3. That the Registrar of Voters is authorized to canvass the returns of the Special Municipal Election. The election shall be held in all respects as if there were only one election, and only one form of ballot shall be used.
4. That the Board of Supervisors is requested to issue instructions to the Registrar of Voters to take any and all steps necessary for the holding of the consolidated election.
5. That the City of Santa Clara recognizes that additional costs will be incurred by the County by reason of this consolidation and agrees to reimburse the County for any costs.
6. That the City Clerk is directed to file a certified copy of this Resolution without delay with the Board of Supervisors and the County Registrar of Voters.
7. That the City Council hereby proposes to amend Santa Clara City Charter sections 600, 700.1, and 700.2, as set forth in Exhibit A, attached hereto and incorporated herein by reference (with additions to and deletions from the current text indicated thereon); and the City Council Resolution/Special Election Page 3 of 5
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hereby approves and orders the proposed measure to be submitted to the qualified electors of the City of Santa Clara at a special municipal election on June 7, 2022. If the measure is approved by a majority of voters, City Charter sections 600, 700.1, and 700.2 shall be amended, as set forth in the measure, and the amendment shall be effective on the date that the City Council declares the results of the special municipal election.
8. That in accordance with Elections Code sections 13247 and 9051, and in order to submit the proposed measure described herein to the voters, the City Council hereby approves and orders the following ballot question to be submitted to the qualified electors of the City of Santa Clara at the special municipal election on June 7, 2022:
A. Measure 1
DISTRICT COUNCIL ELECTIONS. Shall the City Charter be amended to elect city council members by district, excepting the mayor, to establish six districts for the election of one council member to represent each district; and to establish a 30-day residency requirement for all elected officials; and to require an independent redistricting commission?
Yes
No
9. Primary and rebuttal arguments for the measure may be filed consistent with Elections Code section 9282, et seq.
10. The Council hereby selects the following course of action regarding argument (in favor):
(Council to select one of the following concurrent with the adoption of resolution):
A. Two or more City Council Members who support adoption of the proposed Charter Amendment shall be authorized to, and shall, jointly file an official ballot Argument in favor of the proposed Charter Amendment measure. The City Council Members authorized to file such ballot Argument, or at least two other City Council Members authorized to do so by the City Council, shall also jointly file a Rebuttal Argument to any Argument against the proposed Charter Amendment that may be filed. Neither the City Council, nor any of its Members, shall file Resolution/Special Election Page 4 of 5
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a ballot Argument in opposition to the proposed Charter Amendment measure in their official capacity;
i. The Ballot Argument in favor of the proposed Charter Amendment shall contain informational language describing the City's previous at-large election system and the circumstances and reasons relating to its having been held in violation of the California Voting Rights Act by this Court's Amended Judgment entered January 22, 2019; and shall describe the reasons for which the voters might wish to permanently adopt a by-district election system of the kind ordered by the Court in that Amended Judgment and used in the 2018 and 2020 City Council elections.
OR
B. Takes no action with regard to authorizing the Council or member of the Council to submit a written argument (in favor) of the measure, in which case the City Clerk shall select arguments for or against the measure in accordance with the priority order set forth in Elections Code section 9287.
11. Pursuant to Elections Code section 9280, the City Council hereby directs the City Attorney to prepare an impartial analysis of the measure.
12. The City Council finds, pursuant to Title 14 of the California Code of Regulations, sections 15378(b)(4) and 15378(b)5) that this resolution is exempt from the requirements of the California Environmental QUALITY Act (CEQA) in that it involves fiscal and administrative activities that will not result in a potentially significant impact on the environment.
13. That pursuant to California Elections Code section 10002, the City Council hereby requests that the Board of Supervisors authorize and direct the County Elections Department to provide such services as may be necessary to properly and lawfully hold and conduct a Consolidated Special Municipal Election in the City on June 7, 2022, including, but not restricted to, furnishing indexes and election equipment, appointing precinct workers and officials, instructing workers and officials, addressing sample ballots for said City election, issuing Resolution/Special Election Page 5 of 5
Rev: 11/22/17
absentee ballots, establishing and providing early voting, conducting central counting and official canvass, and performing such other acts as may be required, or directed by the City Clerk, subsequent to acceptance of nomination materials by the City Clerk.
14. That the City Clerk is hereby authorized and directed to reimburse the County for services performed in accordance with this resolution, when the work is completed and upon presentation to the City of a properly approved bill subject to the approval by the City Clerk.
15. That the City Clerk is hereby authorized and directed to coordinate with the County Registrar of Voters to procure and furnish the procurement of any and all official ballots, notices, printed matter, and all supplies, equipment, paraphernalia that may be necessary in order to properly and lawfully conduct the Consolidated Special Municipal Election. The ballots to be used at the election shall be in form and content as required by law.
16. That in all particulars not recited in this Resolution, the Special Municipal Election shall be held and conducted as provided by law for holding municipal elections.
17. That this resolution provides notice of the time and place of holding the Special Municipal Election, and the City Clerk is authorized, instructed and directed to give further or additional notice of the Special Municipal Election in time, form, and manner as required by law.
18. That the proposed measures shall not take effect unless and until approved by a vote of at least 50% plus one of the voters voting on the questions at the election. //
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19. That the City Clerk is hereby authorized and directed to certify to the due adoption of this Resolution.
20. Effective date. This resolution shall become effective immediately.
I HEREBY CERTIFY THE FOREGOING TO BE A TRUE COPY OF A RESOLUTION PASSED
AND ADOPTED BY THE CITY OF SANTA CLARA, CALIFORNIA, AT A REGULAR MEETING THEREOF HELD ON THE 22nd DAY OF FEBRUARY 2022, BY THE FOLLOWING VOTE:
AYES: COUNCILORS:
NOES: COUNCILORS:
ABSENT: COUNCILORS:
ABSTAINED: COUNCILORS:
ATTEST: ______________________________
HOSAM HAGGAG
CITY CLERK
CITY OF SANTA CLARA
Attachments incorporated by reference:
1. Exhibit A
Resolution/Special Election Page 7 of 5
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EXHIBIT A
The Charter of the City of Santa Clara shall be amended as follows:
Section 600 of the Charter of the City of Santa Clara is amended to be entitled and to read as follows:
Sec. 600 City elected officers.
No person shall be eligible to hold any the elective office in the City including of Mayor, City Council, or Chief of the Police Department and or City Clerk, unless he or she is a resident and a qualified registered elector of the City. No person shall be eligible to hold the elective office of City Council Member, excepting the Mayor, unless he or she is a qualified registered elector of the City and a resident in the district represented by the Council Member office.
In order to hold the elective office of Mayor, Chief of the Police Department or City Clerk a person must have been a resident of the City of Santa Clara for at least thirty (30) days immediately preceding the last day specified by law for the filing of nomination papers with the City Clerk for such office or, if appoin ted, preceding the date of the person’s appointment to fill a vacancy.
In order to hold the elective office of Cou ncil Member, excepting the Mayor, a person must have been a resident of the City of Santa Clara and of the District represented by the person as a Council Member for at least thirty (30) days immediately preceding the last day specified by law for the filing of nomination papers with the City Clerk for such office or, if appointed, preceding the date of the person’s appointment to fill a vacancy.
The elective officers of the City shall consist of a City Council composed of seven members, the Chief of the Police Department and the City Clerk. The members of the Resolution/Special Election Page 8 of 5
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City Council, (which includes the office of th e Mayor) and the Chief of the Police Department and the City Clerk shall be elected from the City at large at the times and in the manner provided in this Charter. Except as otherwise herein provided, a person elected to an office for other than an unexpired term shall serve a term of four years and shall serve until a successor is elected and qualified. The term shall commence on the date the City Council certifies the canvass of the election returns submitted to it by the County Registrar of Voters.
The person receiving the most votes cast for a particular City office shall be declared duly elected. Ties shall be broken as provided from time to time by ordinance.
The office of Mayor shall be separately voted upon and is a separate office. The person elected at any election to the office designated “Mayor” shall be deemed elected, both as a Mayor and as a member of the Council. Although the Mayor is a Council member, his or her election does not change the number of Council members from seven.
No person shall be a candidate for both Mayor and a City Council office seat at the same election. However, an incumbent member of the City Council may run for the elec tive office of Mayor, and the Mayor may run for the separate office of Mayor or other City Council office. However, at no time shall a member of the Council, including the Mayor, hold more than one City elective office. Except as otherwise provided elsewhere in this Charter, no incumbent member of the City Council while serving in such office with an unexpired term of more than six months shall be a candidate for any numbered Council office seat other than the one which he or she holds.
Section 700.1 of the Charter of the City of Santa Clara is amended to be entitled and to read as Resolution/Special Election Page 9 of 5
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follows:
Sec. 700.1 Elections – Designation of seats.
For purposes of City Council elections, each Council office shall be designated by an appropriate descriptive designation, as follows: The Council seat which on the effective date of this Section is occupied by the Mayor shall continue to be designated as “Mayor”; each of the other six seats, respectively, shall be designated as “Council Member Seat No. 2,” “Council Member Seat No. 3,” “Council Member Seat No. 4,” “Council Member Seat No. 5,” “Council Member Seat No. 6” and “C ouncil Member Seat No. 7” respectively, and shall continue to be designated by the respective designation. The designation so given to each such offi ce sh all the reafter be used in all election, nomination papers, certificates of election, and other electio n papers pertaining or referring to such office, and to designate incumbency in such office.
Sec. 700.1 Elections – City Council Districts.
Members of the City Council, excepting the Mayor, shall be elected by district.
For the election to be held in November 2022 and each election thereafter, there shall be 6 (six) districts as such districts are designated on that certain map adopted by judgment of the Superior Court dated July 24, 2018, as set forth in Resolution No. 18-8585 of the City Council, as the boundaries of such districts shall be amended through a redistricting process following each decennial United States Census.
Council District elections shall be conducted as follows:
a. Each District shall be represented by one (1) Council Member. b. In the election to be held in November 2022 and in each Council District election held thereafter the Council District elections shall be conducted as follows:
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1. the voters of District 2 shall nominate and elect one (1) Council Member for a four-year term; and
2. the voters of District 3 shall nominate and elect one (1) Council Member for a four-year term.
c. In the election to be held in November 2024 and in each Council District election held thereafter the Council District elections shall be conducted as follows:
1. the voters of District 1 shall nominate and elect one (1) Council Member for a four-year term;
2. the voters of District 4 shall nominate and elect one (1) Council Member for a four-year term; and
3. the voters of District 5 shall nominate and elect one (1) Council Member for a four-year term.
4. the voters of District 6 shall nominate and elect one (1) Council Member for a four-year term.
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Section 700.2 of the Charter of the City of Santa Clara is amended to be entitled and to read as follows:
Sec. 700.2 Elections: Designation of Seats. Establishment of Independent Redistricting Committee; Election Following Change of Boundaries
The City Council shall enact an ordinance to establish an independent redistricting committee in accordance with Elections Code Sections 23001 and 23003 to make changes to the City Council District boundaries.
Upon any redistricting pursuant to the provisions of this section of the Charter or the ordinances enacted hereunder, each incumbent member of the Council will continue, during the remainder of the member’s term, to hold office and represent the district by which the member was elected prior to such redistricting, notwithstanding any provision of Section 600 requiring a member to be a resident of the district represented by such member.
City of Santa Clara
Agenda Report
1500 Warburton Avenue
Santa Clara, CA 95050
santaclaraca.gov
@SantaClaraCity
22-104 Agenda Date: 2/22/2022
REPORT TO COUNCIL
SUBJECT
Discussion and Action on Councilmember Hardy’s Request to Consider a Resolution to Support the Bid to FIFA for the 2026 World Cup and Related Events
COUNCIL PILLAR
Ensure Compliance with Measure J and Manage Levi’s Stadium
BACKGROUND
As part of the November 16, 2021 meeting, Councilmember Hardy submitted a Council Written Petition (Council Policy 030) to place an item on a future Council meeting to consider a resolution to support the bid to Fédération Internationale de Football Association (FIFA) for the 2026 World Cup and related events. The Council approved Councilmember Hardy’s request and staff has worked with Councilmember Hardy to prepare the attached draft Resolution for the Council’s discussion and potential action (Attachment 1).
DISCUSSION
The purpose of the draft Resolution is to reaffirm the City of Santa Clara’s support for the 2026 World Cup event. The City first affirmed its support of FIFA’s 2026 World Cup and related events in a letter signed by Mayor Gillmor on August 31, 2017 (Attachment 2).
This draft Resolution is solely to communicate, as a full City Council on the part of the City of Santa Clara, support for FIFA’s 2026 World Cup and related events. The draft Resolution does not commit the City to any funding or resource obligations.
Pending Obligations as Levi’s Stadium Proceeds
The 2026 World Cup bid for the specific use of Levi’s Stadium was submitted by Mr. Al Guido on behalf of the Forty Niners Stadium Management Company (Attachment 3), establishing it as a Santa Clara Stadium Authority (Stadium Authority) Non-NFL event. The document also confirms support on behalf of the Cities of Santa Clara and San Jose from Mayor Gillmor and Mayor Liccardo, respectively.
As this Non-NFL event continues to advance in the process, which there is every reason to believe that it will, there are obligations that must be addressed and known by the City Council/Stadium Authority Board, such as these few examples:
1. Expenditure and revenue assumptions as a Stadium Authority Non-NFL event
2. Managing potential conflicts of interest between involved agencies and/or their officials, including the financial benefit to each and, particularly, how these following roles are being managed in the best interest of the Stadium Authority. As an example:
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· Al Guido’s role as “Chairperson/President” of Forty Niners Stadium Management Company, · Al Guido’s role as “Board President” of Bay Area Host Committee, and · Al Guido’s role as “President” of Forty Niners Football Company LLC.
Transparency and a complete understanding of which entities (such as StadCo) may be financially benefitting from the event, which individuals are involved in making decisions on behalf of the Stadium Authority, and/or term sheet for an Assumption and Assignment Agreement favorable to the Stadium Authority
3. Clear understanding of FIFA 2026 World Cup’s June 30, 2022 milestone required to be completed and how that will be achieved in absence of any information on the part of the City/Stadium Authority and the use of this publicly owned stadium
4. Agreement on how to safeguard the City and Stadium Authority from any financial obligations outlined in FIFA’s Overview of Government Guarantees and Government Declaration (Attachment 4), in compliance with Measure J: Santa Clara Stadium Taxpayer Protection and Economic Taxpayer Act (Attachment 5)
With regard to potential conflicts of interest, because the details of all of the points listed above are as yet unknown, staff is prevented from fully assessing whether or not conflicts of interest exist.
Furthermore, if they do exist, staff is unable at present to determine whether such interests constitute preclusive conflicts, or if mitigation measures (such as a change of official and/or staffing) could be applied, etc. The void of pertinent information prevents Stadium Authority staff from fully advising the Board on these issues.
As part of the Government Declaration, each of the involved Governments is requested to express its commitment to respecting, protecting and upholding human rights, including workers’ labor rights, in connection with the hosting and staging of the event and any legacy and related post-event activities.
Each of the involved Governments is requested to express its commitment to ensuring that access to effective remedies is available where such rights violations occur. Furthermore, much of the Government Guarantees and Government Declaration document from FIFA appears to relate to guarantees from state or federal public agencies, rather than local agencies, so it is unclear to what extent local agencies would even be able to make the declarations described. The status of such obligation is not known, other than the City of Santa Clara (the governmental entity where Levi’s Stadium is located) has not taken such action nor received information whether there is a requirement to comply. Clarification on this topic should be addressed.
The City has received a copy of the Host City Declaration template letter, which provides a June 30, 2022 deadline to adopt any local ordinances and regulations to ensure compliance with the Host City Declaration and host city agreement and includes a provision that reads as follows:
within its competence, the City will adopt all measures and enact all necessary laws, ordinances or regulations (including local, regional or national laws, ordinances or regulations) which may be required in order to ensure full compliance with the present Host City Declaration and the host city agreement until not later than 30 June, 2022. As long as the necessary laws, regulations and ordinances are not yet in force, this Host City Declaration shall be directly applicable and enforceable as of the date of its signing.
It is unknown whether the June 30, 2022 deadline is still in effect and the City does not have a copy of the referenced host city agreement, nor any obligations that may be required. Clarification on this City of Santa Clara Printed on 2/18/2022Page 2 of 3
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topic should be addressed.
RECOMMENDATION
Staff makes no recommendation.
ATTACHMENTS
1. Draft Resolution - 2026 FIFA World Cup
2. August 31, 2017 FIFA Interest Letter Signed by Mayor Lisa Gillmor
3. United 2026 Bid Book Submittal
4. FIFA - Overview of Government Guarantees and the Government Declaration
5. Measure J: Santa Clara Stadium Taxpayer Protection and Economic Taxpayer Act Ballot Measure Language
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Resolution/2026 FIFA World Cup Page 1 of 2
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RESOLUTION NO. _____
A RESOLUTION OF THE CITY OF SANTA CLARA, CALIFORNIA
SUPPORTING THE CITY OF SANTA CLARA IN ITS EFFORTS TO
BE SELECTED AS A HOST CITY FOR THE 2026 FIFA WOR LD
CUP
BE IT RESOLVED BY THE CITY OF SANTA CLARA AS FOLLOWS:
WHEREAS, The Fédération Internationale de Football Association (FIFA) World Cup is a quadrennial multi-city festival where culture, diversity, and sport are expressed by thousands of fans, athletes, and community legacy and sustainability initiatives; it is the premier global soccer event watched by over 3.2 billion fans worldwide; and
WHEREAS, the United Bid Committee representing North America is competing with the country of Morocco for the right to host the 2026 FIFA World Cup, WHEREAS, on August 31, 2017, Mayor Lisa M. Gillmor signed a letter to the United Bid Committee confirming that the City of Santa Clara/Levi’s Stadium will submit a proposal to host one or more matches of the 2026 FIFA World Cup; and
WHEREAS, there is no better place than Levi’s Stadium and surrounding South Bay venues to host soccer; the City of Santa Clara is home to luxury hotels, world-class training facilities, and year-round sunshine; the U.S. Men's National Team held its training camp for the 2014 FIFA World Cup in this very region; International soccer powers Manchester United, FC Barcelona, Liverpool FC and AC Milan have all trained here in our region over the last several years; and WHEREAS, Santa Clara's Levi's Stadium is near California's Great America theme park and the Santa Clara Convention Center and provides easy access to public transportation, highways, and the San Jose, Oakland and San Francisco International Airports; the City of Santa Clara is a world-class city with a high-tech venue ready for the opportunity to host this premier event; and
WHEREAS, 2026 FIFA World Cup matches would be a Santa Clara Stadium Authority Non - NFL event and both the City of Santa Clara and Santa Clara Stadium Authority must be Resolution/2026 FIFA World Cup Page 2 of 2
Rev: 11/22/17
insulated from any financial losses in accordance with voter -approved Measure J: The Santa Clara Stadium Taxpayer Protection and Economic Progress and required in Government Guarantees requirements, respectively.
NOW THEREFORE, BE IT FURTHER RESOLVED BY THE CITY OF SANTA CLARA AS FOLLOWS:
1. That the Santa Clara Mayor and City Council do hereby support the City of Santa Clara being selected as a host city of the 2026 FIFA World Cup in Santa Clara, California. ...
2. Effective date. This resolution shall become effective immediately.
I HEREBY CERTIFY THE FOREGOING TO BE A TRUE COPY OF A RESOLUTION PASSED
AND ADOPTED BY THE CITY OF SANTA CLARA, CALIFORNIA, AT A REGULAR MEETING THEREOF HELD ON THE ___ DAY OF _________, 2022, BY THE FOLLOWING VOTE:
AYES: COUNCILORS:
NOES: COUNCILORS:
ABSENT: COUNCILORS:
ABSTAINED: COUNCILORS:
ATTEST: ______________________________
NORA PIMENTEL, MMC
ASSISTANT CITY CLERK
CITY OF SANTA CLARA
Attachments incorporated by reference:
1. Letter to 2026 United Bid Committee
City of
Santa Clara
The Center of What 's Possible
August 31, 2017
John l<ristick
Executive Director
2026 United Bid Committee
420 5th Avenue, J1h Floor
New York, NY 10018
Dear Mr. l<ristick,
Mayor
Lisa M. Gillmor
Council Members
Dominic J. Caserta
Debi Davis
Patrick Kolstad
Patricia M. Mahan
Teresa O'Neill
Kat hy Watanabe
The City of Santa Clara would like to declare its strong interest in being a host city for the 2026 World Cup. In the event that North America is selected by FIFA to continue in the selection process, I am pleased to confirm that the City of Santa Clara/Levi's Stadium will submit a proposal to host one or more matches of the 2026 World Cup.
There is no better place than this new stadium and surrounding South Bay venues to host soccer. Home to luxury hotels, world-class training facilities, and year-round sunshine, the U.S. Men's National Team held its training camp for the 2014 FIFA World Cup in this very region. International soccer powers Manchester United, FC Barcelona, Liverpool FC and AC Milan have all trained here in our region over the last couple of years.
Santa Clara's Levi's Stadium near California's Great America theme park and the Santa Clara Convention Center provides easy access to public transportation, highways, and the San Jose, Oakland and San Francisco International Airports. We are a world-class city with a high-tech venue that is ready for the opportunity to host this premier event . We unequivocally support this bid and look forward to welcoming you to our beautiful city.
On behalf of the City, thank you for giving us the opportunity to participate in this exciting process. We wish the United Bid Committee the best of luck and look forward to submitting our proposal. isa Gillmor
Mayor
City of Santa Clara
M ayor and Coun cil Offices • 1500 Warburton Aven ue • Santa Clara, CA 95050 • Phone ( 408) 615-2250 • Fax ( 408) 241-6771 • www.santaclar aca.gov 3 Political Support in Host Countries
Jim Kirkos, President and CEO, Meadowlands
Regional Chamber
John Patricof, Deputy Chairperson, New York City
Football Club
Judy Ross, Vice President, Meadowlands Regional
Chamber
Marc DeGrandpre, Deputy Chairperson, General
Manager, New York Red Bulls
Matthew Surabian, Director, Event Booking &
Transportation, MetLife Stadium
Mayor Bill de Blasio, Chairperson, Mayor, New
York City
Ron VanDeVeen, Deputy Chairperson, President &
CEO, MetLife Stadium
Shaun Oliver, Vice President, Operations, New York
Red Bulls
Wayne Hasenbalg, Chairperson, President and CEO,
New Jersey Sports & Exposition Authority
Orlando
Alex Leitao, Chairperson, Chief Executive Officer,
Orlando City Soccer Club
Allen Johnson, Chairperson, Orlando Ventures
Craig Borkon, Deputy Chairperson, Orlando Ventures
Jason Siegel, Chairperson, President & CEO, Central
Florida Sports Commission
Jennifer Lastik, Deputy Chairperson, Central Florida
Sports Commission
Mayor Buddy Dyer, Honorary Chairperson, Mayor,
City of Orlando
Mayor Teresa Jacobs, Honorary Chairperson, Mayor,
Orange County, FL
Teresa Tatlonghari, Deputy Chairperson
Philadelphia
Don Smolenski, Deputy Chairperson, President,
Philadelphia Eagles
Julie Coker Graham, Deputy Chairperson, President,
PHLCVB
Larry Needle, Primary Contact, Executive Director,
PHL Sports
Mayor James F. Kenney, Chairperson, Mayor of
Philadelphia
San Francisco Bay Area
Al Guido, Chairperson, President, Forty Niners
Stadium Management Company/Levi’s Stadium
Brandi Chastain, Olympic Gold Medalist
and FIFA Women’s World Cup™ Champion
Carl Guardino, SV Leadership Group
David Eadie, Deputy Director, San Jose Sports
Authority
Former Mayor, Edwin M. Lee, Honorary Member,
Former Mayor, City of San Francisco
Joe D’Alessandro, President & CEO, SF Travel
Association
John Poch, Executive Director, San Jose Sports
Authority
Karolyn Kirchgesler, President & CEO, Team San Jose
Lisa Moreno, General Manager & CEO, Santa Clara
Convention Center and Convention & Visitors Bureau
Matt Mahood, President & CEO, The Silicon Valley
Organization
Mayor Lisa M. Gillmor, Honorary Member, Mayor, City
of Santa Clara
Mayor Sam T. Liccardo, Honorary Member, Mayor,
City of San Jose
Patricia Ernstrom, Deputy Chairperson, VP Special
Events, Forty Niners Stadium Management Company/
Levi’s Stadium
Tom Fox, President, San Jose Earthquakes
Seattle
Adrian Hanauer, Honorary Chairperson, Majority
Owner, Seattle Sounders FC
Ann Kawasaki-Romero, Executive Director, Public
Stadium Authority (Owners of CenturyLink Field)
Ben Oliver, President & CEO, Starfire Sports
Beth Knox, President & CEO, Special Olympics USA
Games
Chip Lydyum, Associate Athletic Director, University of Washington
Courtney Gregoire, Port of Seattle Commissioner,
Position 2; Vice President, Energy & Sustainability
Comm.
David Young, General Manager, First & Goal, Inc./
CenturyLink Field
Heidi Hughes, Executive Director, Friends of the
Waterfront Seattle
Maya Mendoza-Exstrom, Deputy Chairperson,
General Council and Government Affairs Director,
Seattle Sounders FC
A BCDE 3 Political Support in Host Countries 27/474
Al Guido, Chairperson, President, Forty Niners
Stadium Management Company/Levi’s Stadium
2026 FIFA World Cup Bidding Process – Government Guarantees 1 Overview of Government Guarantees and the
Government Declaration
Purpose and importance of Government Guarantees and the Government Declaration An event of the magnitude of the FIFA World Cup cannot be organised without the broad support of the relevant government authorities in the Host Country.
As a condition for their appointment to co-organise the Competition together with FIFA, the Host Association is (where the Competition is hosted in one country) – or the Host Associations are (where the Competition is hosted in more than one country) – required to engage and secure the full support of the government authorities at federal, state and municipal level in the respective Host Country. This comprises key elements such as the issuance of Government Guarantees, the provision of operational and administrative support and the commitment to further matters by the Government and the Host City Authorities.
Due to the unique scope of the FIFA World Cup o perations and the exceptional nature of the FIFA World Cup as a sporting event with global significance and impact, the issuance of specific Government Guarantees by the Government with the content as described in this document is essential to establish a legal framework.
This framework will enable FIFA, the 2026 FIFA World Cup (FWC) Entity (a subsidiary of FIFA established by FIFA in the Host Country or – in the event of co-hostin g, in one of the Host Countries as the central entity for the operational delivery of all tasks and activities in relation to the Competition by FIFA and the Host Association(s)) and the 2026 FWC Subsidiaries ( in the event of co-hosting, a subsidiary, branch, or other representative office established by the 2026 FWC Entity in the countries of the remaining Co-Hosting Associations where the 2026 FW C Entity itself is not established ) to successfully host and stage the FIFA World Cup in the Host Country/Host Countries.
Existing and generic laws and regulations in the Host Country/Host Countries generally do not provide a sufficient legal framework in this regard. To ensure the implementation, performance and enforcement of such specific Government Guarantees, if and to the extent necessary, the Government is requested to take any steps necessary to conduct legislative proceedings for the enactment of any and all requisite special laws, regulations and ordinances.
Operational support:
FIFA, the 2026 FWC Entity and the 2026 FWC Subsidiar ies (if applicable) require the provision of public services in connection with the Competition. This includes support in areas such as security, immigration, the issuance of visas and work permits, and customs services , as well as the availability of public transport and other event infrastructure.
Administrative support:
The Host Association is – or each of the Host Associ ations are – required to ensure a sufficient level of administrative support from all involved government authorities in the respective Host Country for the overall FIFA®
I
2026 FIFA World Cup Bidding Process – Government Guarantees 2 coordination of all government matters, including all appropriate measures for the implementation of this support.
Fiscal support:
Among FIFA’s main statutory objectives are the development of football and the hosting and staging of football-related events. It is only possible to fulfil these statutory objectives by putting in place the administration necessary for their organisation and op eration, which is financed through the global generation of revenues. As such, FIFA qualifies as a not-for-profit association, although all profits generated by FIFA globally remain subject to the ordinary taxation regime for associations in Switzerland.
The FIFA World Cup is unique in character and has a very specific organisational and legal structure due to the long period required for preparation compared to a short competition period of only a few weeks. Based on these specifics, the preparation, operation and winding-up of the FIFA World Cup requires enduring fiscal support from the Government and th e Host City Authorities to limit taxa tion outside of Switzerland and facilitate fiscal procedures in the Host Country/Host Countries.
Further matters:
The Host Association is – or each of the Hosting Associations are – required to collect from the Government and the Host City Authorities in a ll candidate Host Cities in the respe ctive Host Country statements documenting their commitment to fully support FIFA, the 2026 FWC Entity and the 2026 FWC Subsidiaries (if applicable) and the Host Association or each of the Host Associations in their efforts to ensure that the hosting and staging of the Competition do not involve adverse impacts on internationally recognised human rights, including labour rights.
The Host Association has – or each of the Host Associations have – undertaken to submit a bid to co-organise the Competition in the Host Country or – in the event of co-hosting – between the Host Countries. In order to successfully co-organise the Compe tition in the Host Country or between the Host Countries, close cooperation of and coordination with the Government or – in the event of co-hosting – the Governments of each of the Host Countries is necessary to optimise operational, administrative and fiscal support.
Subject to the FIFA Council’s final decision, FIFA is entitled to award (and, in that event, the Host Associations shall case accept the co-organisation of) another FIFA competition in add ition to the FIFA World Cup, such as parts of the preliminary competition of the FIFA World Cup, as a test ev ent for the Competition. The format and dates of such a test event will be determined by the FIFA Council, while it is expected that the test event will be staged in one or all of the Host Countries. - 1. Government Guarantee #1: Visas, permits, immigration, check-in procedures Due to the fact that the FIFA World Cup is a sporting event of global scale in which the teams of all 211 FIFA member associations may participate and which involves enormous organisational challenges, it is expected that a large number of individuals will enter and exit the Host Country/Host Countries. This comprises:
a) Individuals involved in the preparation and organisation of the Competition throughout the entire preparation phase;
FIFA®
I
2026 FIFA World Cup Bidding Process – Government Guarantees 3 b) Individuals involved in the preparation of the stay of the teams participating in the Competition in the year prior to the Competition; and
c) Individuals entering, and travelling throughout, the Host Country/Host Countries during the Competition.
In order to cover the needs of the respective groups of individuals, the Government is requested to generally establish a visa-free environment or facilitate existing visa procedures for them. Regardless, any visa procedures must be applied in a non-discriminatory manner.
With respect to individuals entering, and travelling throughout, the Host Country/Host Countries during the Competition, the success of the Competition and the reputation of the Host Country/Host Countries achieved through the hosting of the Competition will mainly depend on the ease with which fans and other individuals may visit the Host Country/Host Coun tries (also at short notice) in connection with the Competition.
However, it is understood that such ease of access to the Host Country/Host Countries must by no means adversely affect the national immigration and security standards in the Host Country/Host Countries.
Furthermore, in order to support the preparation, organisation, hosting and staging of the Competition and Competition-related events, the Government must ensure that certain indi viduals are provided with facilitated immigration/entry, exit and check-in procedu res, such as fast-track lanes and other dedicated services. In particular, the individuals involved in the preparation and organisation of the Competition must be enabled to carry out their duties in an efficient manner. - 2. Government Guarantee #2: Entitlement to work permits & labour law exemptions and procedures
The complex and unique nature of the preparation and organisation of the FIFA Wo rld Cup, in particular during the Competition, requires a legal environment that allows FIFA and other relevant entities to source employees and other personnel (in particular, experts in all relevant areas) on a temporary basis from all over the world. Therefore, the Government is request ed to guarantee the issuance of valid work permits unconditionally and without any restriction or discrimination of any kind.
Furthermore, it is necessary to ensure that all indi viduals involved in the oper ational activities of the Competition and/or a Competition-related event are able to fulfil their tasks in an effective and flexible manner as and when needed. For operational reasons (in particular, during the period of the Competition), it will not be possible for all individuals involved in the preparation, organisation and staging of the Competition and/or a Competition-relat ed event to fully adhere to all app licable regulations under labour law and other related legislation in the Host Country/Host Countries. Therefore, the Government is requested to grant accordant exemptions from labour law and other legislation. Such exemptions must:
a) not undermine or compromise the Government’s commitment to respecting, protecting and fulfilling human rights in connection with the hosting and staging of the C ompetition, with particular attention to labour rights (includ ing those of migrant workers), the rights of children, gender equality, freedom of expression and peaceful assembly, and protecting all individuals from all forms of discrimination; b) only apply to companies and personnel directly i nvolved in the preparation, organisation, hosting and staging of the Competition and/or a Competition-related event during the times described above; and FIFA®
I
2026 FIFA World Cup Bidding Process – Government Guarantees 4 c) not apply to any other companies and personnel, in particular companies or workers involved in connection with the construction and operation of general infrastructure (e.g. airports or train stations), the construction of stadiums and further Competition sites or the construction and operation of hotels.
In order to manage and implement such work permit processes and other labour law-related issues efficiently, the Government is further requested to adopt an appropria te fee system for the issuance of work permits and to provide appropriate administrative assistance.
- 3. Government Guarantee #3: Tax exemptions and foreign exchange undertakings FIFA is an association under Swiss law and the world governing body of association football. Under Swiss law, an association is prevented from paying dividends or similar profit participations to its members. All profits must be used for, and be in line with, the statutory objectives of the association.
FIFA assembles members from 211 countries and conducts its statutory activities across the globe. Among FIFA’s main statutory objectives are the development of football and the hosting and staging of football- related events. It is only possible to fulfil these st atutory objectives by putting in place the administration necessary for their organisation and operation, which is financed through the global generation of revenues.
As such FIFA qualifies as a not-for-profit association.
Notwithstanding this status, any and all revenues globally generated by FIFA through its activities – among others through the hosting and staging of the FIFA World Cup, including all revenues generated in the Host Country or Host Countries – remain subject to the ordinary taxation regime for associations in Switzerland.
This taxation regime duly considers the specific situation of FIFA as an association with a four-year accounting cycle.
Furthermore, the FIFA World Cup represents FIFA’s main activity. In connection with the FIFA World Cup, FIFA has to generate all revenues for financing the FIFA World Cup and its other activities. This includes the promotion and improvement of the game of football globally through development programmes, the promotion of integrity, ethics and fair play in the game of football and the organisation of its other international football competitions. Any tax costs imposed onto FIFA, the 20 26 FWC Entity, the 2026 FWC Subsidiaries (if applicable) and/or any other subsidiary of FIFA in relation to the organisation of the FIFA World Cup may limit FIFA’s ability to finance the organisation and administration of its statutory activities.
The FIFA World Cup is a major sporti ng event that attracts global attention to the Host Country/Host Countries and provides the opport unity for significant financial i nvestment in sporting and public infrastructure. Such global attention and investment may contribute to significant mid- and long-term socio- economic benefits for the Host Country/Host Countries, as well as economic growth. As such, the FIFA World Cup represents an event of national importance and publ ic interest, which justifies the granting of a tax exemption in connection with the Competition.
To avoid indirect taxation costs for FIFA, Government Guarantee #3 requires the Government to provide a limited tax exemption also to certain third parties involved in the hosting and staging of the Competition and Competition-related events. This incl udes the Host Association/Host As sociations, the continental football confederations, the FIFA member associations, the Host Broadcaster, FIFA’s service providers, FIFA contractors FIFA®
I
2026 FIFA World Cup Bidding Process – Government Guarantees 5 and certain designated individuals. The scope and extent of such a limited tax exemption relates to the nature and form of involvement of entiti es and individuals in the hosting and staging of the Competition and Competition-related events. Government Guarantee #3 is not intended to provide any tax benefits for activities not related to the Compe tition and Competition-related events, or any tax profit advantages for commercially-oriented entities or full tax exemptions for individuals on their ordinary salaries.
Furthermore, the legal effect of all tax exemptions required under Government Guarantee #3 is limited to certain periods during which Competition-related activities are envisaged. The only exception for the limitation in time are payments relating to the FIF A World Cup legacy programme remaining in the Host Country/Host Countries after the FIFA World Cup.
To implement Government Guarantee #3, the Government is requested to provid e simple administration procedures and prioritised administrative support from the competent authorities.
o Government Guarantee #3: Full tax exemption for FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) and any other subsidiary of FIFA – circle 1 To fulfil the general purpose of Government Guarantee #3 as described above, the Government must grant a general tax exemption for FIFA, th e 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) and any other FIFA subsidiary limited to t he period of preparation, delivery and wrap-up of the Competition, commencing on the date of appointment of the Host Country/Host Countries and ending on 31 December 2028. The duration of the tax exemption will only be extended to the extent necessary for the execution of any payments in cash or otherwise (e.g. through the delivery of goods and services) in connection with the 2026 FIFA World Cup™ legacy programme, which may be established by FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) and/or any other FIFA subsidiary.
FIFA®
Designated l11diiviiduals
.rs: guidelines on applica!i of ·
comled Individu als: t ;;, · ·
Volun ·
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2026 FIFA World Cup Bidding Process – Government Guarantees 6 The general tax exemption for FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) and any other FIFA subsidiary must comprise all taxes that may be applicable in the Host Country/Host Countries. The sole exception to the general tax exemption is taxation on the sale of tickets to third parties (i.e. tickets not used by FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) or any other FIFA subsidiary for its own purposes), but limited to VAT, sales tax or the like at a unified rate of a maximum of 10%. No other taxes may be charged on any revenues or profits generated through the sale of tickets.
Please note that the activi ties of FIFA, the 2026 FWC Entity, the 2026 FWC Subsid iaries (if applicable) and FIFA subsidiaries activities in the Host Country/Host Countries will be limited to activities related to the Competition, Competition-related events or other activities in line with the FIFA Statutes (including the promotion and improvement of the game of football globally through development programmes, the promotion of integrity, ethics and fair play in the game of football and the organisation of FIFA’s other international football competitions). FIFA, the 2026 FWC Entity, the 2026 FWC Subsid iaries (if applicable) and any other FIFA subsidiary will, in particular, not carry out any comme rcial activities not related to the Competition, Competition-related events or other statutory activities. o Government Guarantee #3: Full tax exemptio n for the Host Association/ Host Associations, continental football confederati ons and FIFA’s member associations relating to the Competition and/or Competition-related events – circle 2 To fulfil the general purpose of Government Guarantee #3 as described above, the Government must grant a general tax exemption for the Host Association/Host Associations, the continental football confederations and FIFA’s member associations during specific periods. With respect to the Host Association/Host Associations, the duration of the tax exemption w ill only be prolonged to th e extent necessary for the execution of any payments in cash or otherwise (e .g. through the delivery of goods and services) in connection with the 2026 FIFA World Cup legacy programme, which may be established by FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) and/or any other FIFA subsidiary.
The general tax exemption for the Host Associatio n/Host Associations, continental football confederations and FIFA’s member associations must be limited to taxable events directly or indirectly related the Competition and/or Competition-related events.
The Host Association/ Host Associations assume certain responsibilities in relation to the hosting and staging of the Competition and certain Competi tion-related events. To finance these activities, the entities receive significant direct or indirect financial support from FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) and/or other FIFA subsidiary in cash or otherwise (e.g. through the delivery of goods and services).
Any taxation on such financial fu nding by FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) and/or any other FIFA subsidiary or Competition-related activities by such entities would result in indirect taxation costs for FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) or any other FIFA subsidiary.
The continental confederations and FIFA’s member asso ciations are bodies that qualify as a not-for-profit associations in their respective countries with statutes principally aligned with the FIFA Statutes, in particular with the statutory obligation to use all of their revenues for the development of football and the organisation of football-related events.
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2026 FIFA World Cup Bidding Process – Government Guarantees 7 o Government Guarantee #3: Limited tax exemption for the FIFA Host Broadcaster and FIFA service providers – circle 3
To fulfil the general purpose of Government Guarantee #3 as described above, the Government must grant a limited tax exemption for the FIFA Host Broadcaster and FIFA’s ser vice providers du ring a period commencing on 1 January 2022 and ending on 31 December 2027.
Due to its complex and unique structures, the FIFA World Cup is an event that requires goods and services to be specifically tailored for the event, including elements of guaranteed cost coverage (cost-plus type of compensation mechanism), partially combined with a mark-up element or a profit-share mechanism. As part of the Competition-related operations, FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) and/or any other FIFA subsidiary may instruct the FIFA Host Broadcaster and FIFA service providers to deliver the goods and services needed for the Competition and Competition-related events not only to FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) or any other FIFA subsidiary, but also directly to the Host Association/Host Associations, to other FI FA service providers, other FIFA contractors and/or to different regions/places in the Host Country. There will be a multitude of cooperation and delivery structures in relation to the Competition and Competition-related events.
Any taxation on the provision of such goods and services and/or related activities would result in indirect taxation costs for FIFA, the 2026 FWC Entity, the 2026 FWC Subsidia ries (if applicable) or any other FIFA subsidiary. However, the tax exemption does not prevent the regular taxati on of profits generated by such entities or salaries and wages of their employees. The tax exemption must not be made conditional upon establishing a special-purpose vehicle for carrying out the related activities.
For the sake of clarity, please note that the FIFA H ost Broadcaster is not to be confused with FIFA Media Rights Licensees. While the FIFA Host Broadcaster is a specialised FIFA contractor with specific tasks, in particular the production of the audio-visual basic feed of the matches and other events, the FIFA Media Rights Licensees are the entities which are entitled by FIFA to transmit that audio-visual feed of the matches in the defined territories.
o Government Guarantee #3: Limited tax exemption for FIFA contractors – circle 4 To fulfil the general purpose of Government Guarantee #3 as described above, the Government must grant a limited tax exemption for FIFA contractors other than the FIFA Host Broadcaster and FIFA’s service providers during a period commencing on 1 January 2022 and ending on 31 December 2027.
In essence, these entities must be exempted from t axes levied on the import ation, exportation and transportation of goods and services, as well as the transfer of rights relat ed to the Competition and Competition-related events. This concerns (i) consumable go ods, (ii) temporarily imported durable goods, and (iii) imported durable goods left in the Host Co untry/Host Countries as donations to qualified third parties.
In view of the large quantity of goods and services im ported and distributed in the Host Country/Host Countries during a very short period, it is in partic ular important that all such parties benefit from simple administration procedures and prioritised administrative support from the competent authorities.
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2026 FIFA World Cup Bidding Process – Government Guarantees 8 All FIFA contractors – in particular, all domestic and internation al FIFA Media Rights Licensees and FIFA Commercial Affiliates – will only benefit from this limited tax exemption provided that, and to the extent that, they provide goods and services related to the Competition and Competition-related events. In this respect, these FIFA contractors act similarly to FIFA service providers with the effect that any taxation on the provision of such goods and services and/or related activities would result in indirect taxation costs for FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) and/or any other FIFA subsidiary. o Government Guarantee #3: Limited tax exemption for designated individuals – circle 5 With respect to the taxation of certain designated indi viduals, the Government must grant a limited tax exemption ensuring taxation procedures which (i) are in line with the regulations of the OECD Model Tax Convention, and (ii) support at tracting the Competition and Competition-related events to volunteers.
Furthermore, FIFA, the 2026 FWC En tity, the 2026 FWC Sub sidiaries (if applicable) and any other FIFA subsidiary, as well as all designated individuals, will benefit from simple administration procedures and prioritised administrative support from the competent authorities.
The limited tax exemption for designated individuals comprises the following benefits:
The salaries and further payments effected by foreign entities to any non-resident individuals – with the sole exception of players – who enter and leave the Host Country or the Host Countries within th e period commencing 35 (thirty-five) days before the first match, and ending 35 (thirty-five) days after the final match of any Competition must be exempt from any taxation in the Host Country/Host Countries.
This exemption is in line with the “183-day rule” established by article 15 of the OECD Model Tax Convention. This tax exemption al so applies for referees and individuals forming part of team delegations (e.g. doctors, coaches and masseurs). With respect to the taxation of players, to avoid complex tax declaration procedures and legal uncertainties, the tax exemption will narrow the interpretation of article 17 of the OECD Model Tax Convention and the taxation of players must be limited to base compensation and prize money paid to the players by FIFA’s member associations in relation to the players’ participation in the Competition. All compensation in cash or otherwise (e.g . through the delivery of goods and services) to volunteers must be tax exempt. The organisation of major sporting events such as the Competition is not possible without the support of volunteers. Volunteers do not receive compensation comparable to a salary or service fee, but rather contributions in kind such as a uniform, clothing, food and/or reimbursement for travel expenses and daily allowances, as well as the opportunity to attend specific events or matches. Depending on their indi vidual functions, they may receive some small additional compensation.
However, with the sole exception of the tax exemption granted for volunteers, this is not intended to provide any tax benefits for resident individuals. In particular, local employees of FIFA, the 2026 FWC Entity, the 2026 FIFA®
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2026 FIFA World Cup Bidding Process – Government Guarantees 9 FWC Subsidiaries (if applicable), any other FIFA subsidiar y, the Host Association/ Host Associations will be subject to the ordinary taxation regime.
o Government Guarantee #3: Foreign exchange undertakings The FIFA World Cup is a sporting event of global scale in which the teams of all 211 FIFA member associations may participate and business transactio ns involving various entities and in dividuals from all over the world will be executed in connection with the Competition and Competition-related events. Therefore, the Government is requested to ensure during specific perio ds that the unrestricted import and export of all foreign currencies to and from the Host Country/Host Countries by means of bank transfer, as well as the unrestricted exchange and conversion of all foreign currencies into local currency, US dollars, Euros or Swiss francs, is unrestricted, not subject to any taxes in the Host Country, and in line with the conditions prevailing on the international foreign exchange market.
This guarantee aims to facilitate the financial transactions by bank transfers in connection to the Competition and will by no means limit or restrict the applicability of laws and regulations in the Host Country/Host Countries to prevent money laundering.
o Government Guarantee #3: Working group, simplified administration procedures Finally, it is a key requirement that FIFA and all designated beneficiaries of Government Guarantee #3 benefit from simplified administration procedures and pri oritised administrative support from the competent authorities. Any applications, filing and documentation or communications must be permitted in English. - 4. Government Guarantee #4: Safety and security
Due to the magnitude of the FIFA World Cup and the global public interest in the event, attracting millions of national and international spectators to attend matches in the stadiums and to visit the host cities coming from all over the world to the Host Country/Host Countries, safety and security is an essential part of the Competition operations.
Security operations for the Competition are not limited to the stadiums but extend to any further locations used for the Competition right throughout the Host Coun try/Host Countries, such as training sites, team base camps, official hotels, accreditation centres, media and other event centres, the international broadcast centre, FIFA Fan Fest sites, airports, train and bus stations and other transport hubs. In order to achieve the best possible security environment for the Competition, the Government is requested – at its own cost – to assume full responsibility for safety and security at the Competition and Competit ion-related events. This includes developing a security strategy and concept (in close cooperation with further state, regional and municipal government law enforcemen t and security authorities in the H ost Country/Host Countries), implementing the necessary security measures and assuming liability for safety and security incidents.
With respect to the safety and security at certain sites and locations used for the Competition, FIFA will also develop concepts fully integrated in the overall framework concept for safety and security at the Competition. - 5. Government Guarantee #5: Protection and exploitation of commercial rights FIFA®
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2026 FIFA World Cup Bidding Process – Government Guarantees 10 Through the commercialisation of marketing, media, ticketing and all other commercial rights related to the FIFA World Cup and its global exploitation, FIFA generates the vast majority of all its financial income which enables it to fulfil its tasks under article 2 of the FIFA Statutes, which include the promotion and improvement of the game of football globally through development pr ogrammes, the promotion of integrity, ethics and fair play in football and the organisation of its own com petitions. It is therefore of paramount importance that FIFA is in the position to fully and freely exploit and exercise its commercial rights, and that those rights are protected to the fullest extent possible in the Host Country/Host Countries.
As such, the Government is requested to acknowledg e FIFA’s unrestricted and inclusive ownership of any commercial rights in relation to the Competition an d to support the protection of FIFA’s unrestricted and inclusive ownership.
There must be no legal restrictions or prohibitions in the Host Country/Host Countries to impede the exploitation and exercise of any commercial rights in relation to the Competition. In this respect and in particular, no legal restrictions or prohibitions should apply to the advertising and consumption of goods and services in the stadiums and other sites used for the Competition.
FIFA must be able to conduct its FIFA World Cup operatio ns and exercise its commercial rights in a specific manner resulting from the unique nature of, and global attention to, the FIFA World Cup, which must meet the expectations of football fans and allow the full engagement of all relevant stakeholders inside and outside the Host Country/Host Countries.
Without the financial contributions made by the FIFA C ommercial Affiliates, FIFA would not be able to prepare for, host and stage the Competition. Therefore, FIFA must also benefit from the necessary facilitated administrative procedural measures to register and protect its commercial rights in the Host County/Host Countries through competition marks and intellectual property rights.
Finally, the Competition must benefit from a special protected status or other administrative and legal measures effectively protecting FIFA against any unauthorised association with, or undue exploitation of, the Competition or other ambush marketing activities. For instance, FIFA needs full l egal and administrative support in relation to the sale and use of match tickets in order to make available as many tickets as possible to football fans at affordable prices determined by FIFA below the real market price. Consumers intending to visit the Host Country/Host Countries to attend the Competition must be protected to the fullest possible extent against any detrimental interference caused by consu mer fraud and further black-market activities, through the prohibition of the secondary ticket market in relation to the Competition. - 6. Government Guarantee #6: Telecommunications and information technology The FIFA World Cup is a sporting event of global significance and impact for football fans inside and outside the Host Country/Host Countries. The operations of the FIFA World Cu p and, in particular, the related technical solutions that are implemented, must meet the highest international standards to maintain and further develop the unique status of the FIFA World Cup. Specifically, this is required to ensure the uninterrupted worldwide media transmission of all matches, meeting the highest quality standards by any technical means and on all platforms. Only the high-qualit y distribution of the Competition globally by any technical means and on all platforms enables the Host Country/Host Countries to achieve its strategy and vision and related objectives.
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2026 FIFA World Cup Bidding Process – Government Guarantees 11 Therefore, it is important that every edition of the FIFA World Cup is, in every sense, of the highest possible international technical and infrastructural standards at the time of its staging. In particular, without the availability of the highest international quality of te lecommunications and IT infrastructure in the Host Country/Host Countries, the FIFA World Cup would lose its outstanding appeal, not only for global football fans and all relevant stakeholders, but also for the development and implementation of innovative and state- of-the-art technical solutions inside and outside the Host Country/Host Countries.
The scope of Government Guarantee #6 encompasses the relevant elements of the telecommunications and IT infrastructure, product and service requirements throughout the preparation, hosting and staging of the Competition and may foster the positive legacy effect of the FIFA World Cup in the Host Country/Host Countries as the implemented telecommunications and IT infrastructure and related expertise will remain in the Host Country/Host Countries and its industry long after the conclusion of the FIFA World Cup.
Government Guarantee #6 must be issued regardless of whether the Government or any privately owned third party is responsible for the telecommunications and IT infrastructure in the Host Country. In the latter case, the Government must issue Government Guarant ee #6 and secure the corresponding undertakings and guarantees from the relevant third parties as applicable. - 7. Government Guarantee #7: Waiver, indemnification and other legal issues An event of the size of the FIFA World Cup cannot be organised without the broad support of the relevant government authorities in the Host Country/Host Countries. Therefore, FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) and any other FIFA subsidiaries must obtain the broadest level of legal protection and certainty re lated to the issuance and implementation of the Government Guarantees to ensure the best possible hosting conditions to allow FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) and any other FIFA subsidiaries to make the necessary investments for staging and hosting the Competition in the Host Country/Host Countries.
In particular, FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable) and any other FIFA subsidiaries must not be factually or legally prevented from, or limited to, exercising any of their contractual rights under the hosting agreement with the Host As sociation or any other contractual agreements with other stakeholders by virtue of the Government Guarant ees, particularly any claims against, or any other legal exposure of, FIFA, the 2026 FWC Entity, the 2026 FWC Subsidiaries (if applicable), and any other FIFA subsidiaries or other related stakeholders.
- 8. The Government Declaration
The Government Declaration should be issued by the head of the highest national executive government authority of the Host Country/each of the Host Countries, demonstrating the respective Host Country’s support for the bid by the member ass ociation(s) and for the hosting and staging the Compe tition in the Host Country/Host Countries.
As part of the Government Declaration, each of the involved Governments is requested to express its commitment to respecting, protecting and upholding hu man rights, including worke rs’ labour rights, in connection with the hosting and staging of the Competition and any legacy and related post-event activities, FIFA®
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2026 FIFA World Cup Bidding Process – Government Guarantees 12 with particular attention to the pro vision of security, potential resettle ment and eviction, workers’ labour rights (including those of migrant workers), the rights of children, gender equality, freedom of expression and peaceful assembly, and protecting all individuals from all forms of discrimination. Each of the involved Governments is requested to express its commitment to ensuring that access to effective remedies is available where such rights violations occur, including judicial and non-judicial complaint mechanisms with the power to investigate, punish and redress human rights violations.
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MEASURE J
CITY ATTORNEY'S IMPARTIAL ANALYSIS OF MEASURE J
This measure would add Chapter 17. 20, entitled "Professional Football Stadium Ground Lease," to the Code of the City of Santa Clara.
Under existing law, the City Counc il can lease City-owned land for any public purpose. A long term lease of land is called a "ground lease." If approved by majority vote, Chapter 17.20 would require any ground lease of City property for a stadium suitable for professional football to include these requirements:
• The ground lease would be to a new legal entity created by the City and its Redevelopment Agency called the "Santa Clara Stadium Authority."
• Neither the City nor its Redevelopment Agency would be liable for Stadium Authority obligations although the City could elect to pay operating and maintenance expenses of certain events it conducts or approves.
• The initial ground lease term would be 40 years.
• The ground lease would require the Stadium Authority pay the City "base rent" totaling $40,875,000 in nominal dollars over the 40-year term and would require the Stadium Authority pay the City "performance based rent" pursuant to a formula.
Together, the "base rent" and "performance based rent" are called "ground rent."
• The ground lease would also require payment of a $0.35 fee per football ticket, to a maximum of $250,000/year, for City senior and youth park, recreation and library programs, such as the "Youth Championship Team Fund."
• The ground lease would require the Stadium Authority lease the property or stadium to a pr ivate tenant who would use the stadium for one or two professional football teams and other events.
• The tenant's lease would require the tenant pay rent to the Stadium Authority sufficient to pay the "ground rent" to the City and stadium operating/maintenance expenses, a capital improvements reserve, and to reimburse reasonable City
public safety and traffic management costs.
• The tenant's lease would require it pay stadium construction cost overruns.
• The City could not use or pledge any general funds or enterprise funds (electric, water, sewer) for stadium financing or development, except if the City opts to relocate/reconfigure an electrical substation.
• The City could not allow its ownership interest of the property, in any other property or in the "ground rent" to be used to secure stadium financing.
• The ground lease would limit Redevelopment Agency funding for stadium construction to $40,000,000 (exclusive of debt service, financing costs and payments for development fees).
The tenant would be required to repay amounts the Agency actually contributed to construction costs and development fees if a second team occupies the stadium.
• The ground lease would not rely on any new or increased taxes for stadium development, operation or maintenance except a possible special tax imposed upon hotels, with
CITY ATTORNEY'S IMPARTIAL ANALYSIS
OF MEASURE J - Continued
consent of the landowners, to fund up to $35,000,000 fo r stadium development and infrastructure.
Measure J also contains stat ements of purposes, findings and declarations that would not be added to the City's Code.
Measure J requires a majority vote. If approved, only the voters could amend Chapter 17.20.
/s/ Elizabeth H. Silver
Interim City Attorney
City of Santa Clara
March 3, 2010
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The Santa Clara Stadium Taxpayer Protection and Economic Progress Act
Section 1. Title.
This Act shall be known as "The Santa Clara Stadium Taxpayer Protection and Economic Progress Act" ("Act").
Section 2. Purposes and Findings.
A. Purposes. The purposes of this Act are to move forward with the development on City-owned land of a Stadium suitable for the exhibition of professional football games and other events subject, however, to the binding requirements set forth in this Act to safeguard the City's general and enterprise funds and protect City taxpayers.
More specifically, the voters declare their purposes in enacting this Act to be as follows:
1. Generate New Revenue for Santa Clara: The development of a Stadium will further the City's goal of creating an entertainment destination in the Bayshore North
Redevelopment Project Area that will provide a long-term revenue stream to the City.
2. Create New Jobs: The Stadium will create thousands of new jobs in Santa Clara and the surrounding area and will
generate tens of millions of dollars in new annual economic activity for Santa Clara businesses. Stadium events will generate new business for the Convention Center and local hotels and restaurants and will encourage the creation of new businesses in the area.
3. Provide Taxpayer Protections : This Act requires that a lease of City land for developm ent of a Stadium must meet certain requirements to safeguard the City's general and enterprise funds and protect City taxpayers. Requirements include assurance that the Stadium development will not require or rely upon the imposition of any new or increased City taxes, a requirement that a private tenant of the Stadium must pay for all Stadium construction cost overruns, a
requirement that the City maintain ownership of the land and receive payment into the City's general fund of fixed base rent and performance based rent that together are projected to provide fair market rent, and a prohibition on the use of money from the City's general fund and enterprise funds in the construction of the Stadium.
4. Generate Community Funding : A fee will be added to the price of tickets for certain st adium events to secure additional funding for libraries, senior activities and youth sports programs serving Santa Clara residents. The development of the Stadium will also provide substantial new revenue for the Santa Clara Unified School District.
B. Findings and Declarations . The people of the City find and declare the following:
COMPLETE TEXT OF MEASURE J - Continued
1. New Jobs and City Revenue: With the local econom y hurting, this Act will create new jobs and economic activity and will provide a long-term revenue stream to the City, including (a) projected fair market rent for the use of City land for development of the Stadium; (b) significant economic benefits resulting from activities that support the Convention Center and the hotels and restaurants in the City and
encourage new restaurant and retail services that support the daily business activity in t he area; and (c) up to Two Hundred Fifty Thousand Dollars ($250,000) per year of funding for Cit y
programs for parks and recreation and libraries, including senior activities and the Y outh Championship Team Fund, through the collection of a fee imposed on tickets to
professional football games.
2. Taxpayer Protections: The City Council has endorsed a term sheet ("Term Sheet"), attached hereto for informational purposes, that outlines terms that will apply to the
development and operation of the Stadium, including the creation of a separate governmental entity, the Santa Clara Stadium Authority, to lease the Stadium site from the City.
The City and its Redevelopment Agency will not be liable for the obligations of the Stadium Authority. As described in the Term Sheet, the Stadium Authority will pay fixed base rent plus performance based rent equal to fifty percent (50%) of certain revenues less expenses from Non-NFL Events (less specified deductions), and together the fixed base rent and performance based rent are projected to provide a fair market rent to the City's general fund. An affiliate of the San Francisco 49ers will lease the Stadium from the Stadium Authority for an initial term of forty (40) years and will be responsible to pay a minimum base rent, and will also be required to pay operating expenses of the Stadium to the extent these expenses exceed the Stadium Authority's
operating revenues. In this way, the Stadium Authority is assured that it will have funds required to pay both the ground rent to the City and operating expenses of the Stadium. This Act contains the essential protections to the City outlined in the Term Sheet, and provides a framework for appropriate Stadium development that will enable the City to capture the benefits of Stadium development, while protecting City
taxpayers.
3. Multi- Use Community Facility: The Stadium has been proposed to be developed on a site located at the intersection of Tasman Drive and Centennial Boulevard, near the current training facility and corporate headquarters for the San Francisco 49ers. The open air Stadium will contain
approximately 68,500 seats, expandable to approximately 75,000 seats for special events, such as the NFL Super Bowl.
As described in the Term Sheet, the San Francisco 49ers will commit to play their home games in the Stadium, which could also be used as the home stadium of a second professional football team. In addition to professional football games, the Stadium will also be used for other sporting events, as well as concerts, community activities, and other gatherings.
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4. Entertainment Destination Utilizing Shared Parking: The Stadium will provide a major entertainment destination, near the City's Convention Center and adjacent to the Great America Theme Park, consistent with the City's goals for the North Bayshore Redevelopment Area. Parking for Stadium events will be located in parking areas owned by the City and its Redevelopment Agency, including in the parking garage already planned to be developed in the area by the
Redevelopment Agency, as well as in private lots in
commercial areas that contract with the Stadium Authority.
The Stadium would be built and operated consistent with the Redevelopment Agency's obligations under the ground lease for the Great America Theme Park or other arrangements
acceptable to the parties.
5. Binding Requirements: This Act imposes binding
requirements upon any ground lease for the Stadium,
including:
(a) Payment of projected fair market rent to the City's general fund.
(b) Creation of a separate governmental entity , the Santa Clara Stadium Authority, to lease the Stadium site from the City so that neither the City nor its Redevelopment Agency will be liable for the obligations of the Stadium Authority, including for operating expenses of the
Stadium.
(c) No use of money from the City's general fund or
enterprise funds for development of the Stadium, other than for relocation or reconfiguration of the adjacent
electrical substation.
(d) A limit on the Redevelopment Agency's investment in Stadium construction.
(e) No new or increased City taxes for the citizens of
Santa Clara, although hotels in the vicinity of the
stadium will, if approved by a vote of the requisite
number of affected hotel land owners, pay a special tax on hotel room revenue that would be used for Stadium
related purposes.
(f) A private tenant of the Stadium will be responsible for paying Stadium construction cost overruns and
for paying rent that is adequate to provide for operating expenses of the Stadium, including reasonable costs
incurred by the City in providing public safety and traffic management and also including deposits to a reserve for future capital improvements to the Stadium.
6. Act can only be amended by the voters: This Act can only be amended by a vote of the City's voters, which means the voters will maintain control over any changes to the Act that might be proposed in the future.
COMPLETE TEXT OF MEASURE J - Continued
7. Stadium in the Best Interest of the City: For all of the reasons stated above, the voters endorse development of the Stadium as generally described in the Term Sheet and in accordance with requirements to protect the City's general fund and enterprise funds as described in this Act, and find that the development of a Stadium is in the best interest of the City.
Section 3. Municipal Code Amendments
Title 17 (entitled "Development") of the City of Santa Clara Municipal Code is hereby amended by adding a new Chapter to be numbered Chapter 17.20 (entitled "Professional Football Stadium Ground Lease") to read as follows:
"CHAPTER 17.20
PROFESSIONAL FOOTBALL STADIUM GROUND LEASE
Sec. 17.20.010 Purpose
This Chapter is intended to further the City's goal of creating an enhanced entertainment destination in the Bayshore North Redevelopment Project Area by providing for the development and operation of a stadium suitable for professional football and other events (the "Stadium") in a manner that will provide a long-term revenue stream to the City.
Sec. 17.20.020 Required Terms for a Ground Lease for a Stadium Any ground lease by the City of Santa Clara ("City") of City property for the development and operation of a Stadi um shall be consistent with all of the following minimum requirements:
a) Any ground lease of City property for development and operation of a Stadium ("Ground Lease") shall be to a joint powers authority created by the City and the Redevelopment Agency of the City of Santa Clara (the "Agency") to be known as the Santa Clara Stadium Authority (the "Stadium
Authority"), so that the City maintains ownership of the fee interest in the site.
b) The City shall not use or pledge any money from the City's general fund or enterprise funds for the development of the Stadium; provided, however, that if the City decides to relocate or reconfigure the elec trical substation in the vicinity of the Stadium site, the Ground Lease or other agreements may provide that the City shall be responsible for the cost o f
that relocation or reconfiguration.
c) The City shall not subordinate its interest in the Stadium site or in any other property or in the Ground Rent to any financing or subsequent refinancing of the Stadium, and no City general fund monies or enterprise fund monies may be pledged as collateral for any Stadium Authority financing or subsequent refinancing.
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d) The Ground Lease shall provide that the initial term of the Ground Lease shall be for forty (40) years.
e) The Ground Lease shall require that construction of the Stadium shall not commence unless a private party (the
"Private Tenant") has entered into a lease of the Stadium or the Stadium site from the Stadium Authority (the "Private Tenant's Lease") that provides fo r use of the Stadium as the home of one or two professional football teams and other events. Professional football games and other events
associated with professional football that are conducted pursuant to the Private Tenant's Lease are hereinafter
referred to in this Chapter as "NFL Events".
f) The Ground Lease shall require payment by the Stadium Authority to the City's general fund of fixed base rent totaling Forty Million Eight Hundred Seventy-Five Thousand Dollars ($40,875,000), in nominal dollars, over the initial forty (40) year term of the Ground Lease, with annual fixed base rent commencing in the first year of Stadium operations and
increasing periodically over the term of the Ground Lease to a minimum of One Million Dollars ($1,000,000) beginning in the eleventh (11th) year of Stadium operations. The Ground Lease shall require that if a second professional football team (a "Second Team") makes a long term commitment to play its home games at the Stadium, the minimum annual fixed base rent payable to the City's general fund under this
subparagraph shall be increased by One Million Dollars
($1,000,000) commencing in the first year the Second Team plays its home games at the Stadium.
g) In addition to the fixed base rent, the Ground Lease shall require payment by the Stadium Authority into the City's general fund of performance based rent which, together with the fixed base rent, the City Council has determined is projected to provide fair market rent to the City. Performance based rent shall be pursuant to a formula that provides for sharing of the revenues less expenses of Non-NFL Events at the Stadium. As used herein, the term "Non-NFL Events" means events such as concerts and sporting events that are approved by the Stadium Authority and the Private Tenant, excluding NFL Events. The fixed base rent and performance based rent payable by the Stadium Authority to the City under the Ground Lease, as provided in this and the preceding subparagraph, are referred to in this Chapter as "Ground Rent".
h) The Ground Lease shall require that contributions to the construction costs of the Stadium by the Agency shall not exceed Forty Million Dollars ($40,000,000), exclusive of debt service and other financing costs and payments to the City for development fees. The Ground Lease shall also provide that, if a Second Team makes along term commitment to play its home games at the Stadium, the City or Agency shall receive the amounts the Agency actually contributed toward the
construction costs of the Stadium in accordance with this subparagraph, exclusive of debt service and other financing costs. The City or Agency shall also receive any amounts paid by the Agency to the City for development fees for the Stadium.
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i) Neither the Ground Lease nor any other agreements related to the development of the Stadium shall rely upon the
imposition of any new or increased taxes for the development, operation, or maintenance of the Stadium; provided, however that the foregoing shall not apply to a special tax based on hotel room revenue in a financing district that is approved by a vote of the requisite number of affected hotel land owners within the district. If hotel land owners in the district approve such a special tax on hotel revenue, such tax proceeds may be pledged to provide up to Thirty-Five Million Dollars ($35,000,000), exclusive of debt service and other financing costs, toward development of the Stadium and related
infrastructure and any remaining tax proceeds may be used for other eligible financing district purposes.
j) Neither the City nor its Redevelopment Agency shall be liable for the obligations of the Stadium Authority, including operating and maintenance expenses of the Stadium,
provided that the City may elect to pay operating and
maintenance expenses of events conducted or approved by the City that are not NFL Events or Non-NFL Events.
k) The Private Tenant's Lease shall require the Private Tenant to pay any cost overruns incurred in construction of the Stadium.
For this purpose, "cost overruns" means any actual costs that exceed funds available to the Stadium Authority from the sources identified in the development budget approved by the Stadium Authority and any other sources available to the Stadium Authority to fund the construction costs of the Stadium.
l) The Private Tenant's Lease shall require the Private Tenant to pay rent to the Stadium Authority that the City Council has determined will provide the Stadium Authority with funds required to pay the Ground Rent and operating and
maintenance expenses of the Stadium. For this purpose, operating and maintenance expenses shall include, without limitation, day-to-day expenses of operating and maintaining the Stadium, deposits to a reserve for capital improvements, and reimbursement of reasonable costs incurred by the City in providing public safety and traffic management related to NFL Events and Non-NFL Events, but shall not include expenses of events that are conducted by the City or Stadium Authority that are not approved by the Private Tenant.
m) The Ground Lease shall require that following the opening of the Stadium the City shall receive, in addition to the Ground Rent, a fee equal to thirty-five cents ($0.35) per ticket on each ticket for professional football games in the Stadium up to a maximum of Two Hundred Fifty Thousand Dollars ($250,000) per year (the "Senior and Youth Program Fee"). The Senior and Youth Program Fee is to be used for City programs fo r
parks and recreation and libraries, such as senior activities and the "Youth Championship Team Fund."
Sec. 17.20.030 Council Determinations
Section 17.20.020 of this Code is the legislative policy of the City and provides the ways and means of accomplishing that legislative policy.
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Where Section 17.20.020 provides fo r any determination or approval by the City Council, such determination or approval shall be made by the City Council taking into account t he purposes and findings of the voter approved measure enacting this Chapter, and shall be made on or before the Council's approval of an agreement that commits the City to enter into a Ground Lease.
Section 4. Implementation of this Act.
A. Upon the effective date of this Act, the provisions of Section 3 of this Act are hereby adopted as an ordinance of the City to be codified in the Municipal Code.
B. Upon the effective date of this Act, the City Manager shall promptly take such administrative steps consistent with the legislative policy established by Section 17.20.020 as may be required to implement this Act, including but not limited to revising any Municipal Code figure s or tables. The City shall proceed as expeditiously as possible to implement this Act, including, but not limited to, pursuing a Ground Lease of the Stadium site consistent with the requirements set forth in Section 3 of this Act.
C. If necessary and if permitted by law, the City shall amend any provisions of the Municipal Code, in order to implement this Act and to ensure consistency and correlation between this Act and other provisions of the Municipal Code.
D. The City may reorganize, reorder, and renumber the
Municipal Code as necessary to further the purposes of this Act.
Section 5. Interpretation and Severability.
A. This Act shall be interpreted so as to be consistent with all federal and state laws, rules, and regulations. If any section, sub-section, sentence, clause, phrase, part, or portion of this Act is held to be invalid or unconstitutional by a final judgment of a court of competent jurisdiction, such decision shall not affect the validity of the remaining portions of this Act. The voters hereby declare that this Act, and each section, sub- section, sentence, clause, phrase, part, or portion thereof would have been adopted or passed irrespective of the fact that any one or more sections, sub-sections, sentences, clauses, phrases, part or portion is found to be invalid. If any provision of this Act is held invalid as applied to any person or circumstance, such invalidity shall not affect any application of this Act that can be given effect without the invalid application.
B. This Act shall be broadly construed in order to achieve the purposes stated in this Act. The provisions of this Act shall be interpreted or implemented by the City and others in a manner that facilitates the purposes set forth herein.
Section 6. Conflicting Measures.
A. This initiative is intended to be comprehensive. In the event that this initiative and another measure or initiative relating to COMPLETE TEXT OF MEASURE J - Continued
the same subject appear on the same election ballot, the provisions of the other measure or initiative shall be deemed to be in conflict with this initiative. In the event this initiative shall receive the greater number of affirmative votes, the provisions of this initiative shall prevail in their entirety, and all provisions of the other measure or initiative shall be null and void.
B. If this initiative is approved by the voters but superseded by law or by any other conflicting ballot measure or initiative approved by the voters at the same election, and the
conflicting law or ballot initiative is later held invalid, this initiative shall be self-executing and given full force of law.
Section 7. Amendment and Repeal.
This Act may be amended or repealed only by a majority of the voters of the City voting in an election held in accordance with state law.
Section 8. Effective Date
If this ordinance is approved by a simple majority of the voters voting on the issue, pursuant to Elections Code section 9217, the Act shall become effective ten (10) days after the City Council declares the results of the election, provided however that prior to its final adoption it shall be published in accordance with the requirements of Sections 808 and 812 of the Charter of the City of Santa Clara.
STADIUM TERM SHEET
This term sheet ("Term Sheet") is entered into as of June 2 , 2009,
by and among the City of Santa Clara ("City"), the Redevelopment Agency of the City of Santa Clara ("Agency") and Forty Niners Stadium, LLC ("49ers Stadium Company"), an affiliate of the San Francisco 49ers NFL franchise ("Team"). The Term Sheet sets forth basic terms of a proposed transaction to develop a stadium ("Stadium") located in the City of Santa Clara that would be the home field of the San Francisco 49ers NFL franchise.
INTRODUCTION
The purpose of this Term Sheet is to memorialize the preliminary terms that have been negotiated among the parties, and to inform the public regarding the goals and principles identified by City Staff and City Council that will guide the proposal to develop the Stadium throughout the public review process. As further described below, the Stadium shall not proceed unless and until the parties have negotiated, executed and delivered mutually acceptable agreements based upon information produced from the CEQA environmental review process and on othe r
public review and hearing processes and subject to all applicable governmental approvals.
The Stadium site is located in the Bayshore North Redevelopment Project Area (the "Redevelopment Pr oject Area") on the south side of Tasman Drive at Centennial Boulevard (the "Stadium Site"). The Stadium will have a permanent seating capacity of approximately 68,500 seats with expansion to approximately 75,000 seats for large r
events, such as an NFL Super Bowl.
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The Stadium will be owned by a joint powers authority comprised of the City and the Agency (the "Stadium Authority"). The City, Agency, 49ers Stadium Company, and, upon its formation, the Stadium Authority, or a subset of such parties as the context requires, are hereinafter collectively referred to as the "Parties." The City will ground lease the Stadium Site to the Stadium Authority which will, in turn, enter into a lease of the Stadium to the 49ers Stadium Company (the "Stadium Lease"). The 49ers Stadium Company will sublease the Stadium to the Team. Each of these leases will have an initial term of 40 years, with extension options that could extend the term up to another 20 years.
The Stadium will further the City Council's goals of creating an entertainment destination in the R edevelopment Project Area, and will provide significant economic benefit s to the City and its residents and businesses. The Team will play home games at the Stadium, including pre-season, regular season and post- season games for the term of the Stadium Lease and Team Sublease. The Stadium will also be used for Non-NFL Events (such as concerts and other sporting events), civic events and to provide additional meeting spaces for the City's convention center.
The Team has had its training facility and headquarters in the Santa Clara community for more than two decades and now wishes to strengthen its commitment to the City of Santa Clara by making a long- term investment in the City, including making a significant economic investment in the Stadium.
The Stadium will be developed and operated through a "public- private partnership" consistent with the following guidelines:
• The City will ground lease the Stadium Site for a fixed base rent and performance based rent which is projected to provide a fair market rent to the City's general fund;
• No City general fund or enterprise funds will be used in or pledged to the development of the Stadium, except that if the City decides to relocate or re configure the substation from the property adjacent to the Stadium Site, the City will be responsible for the cost of such relocation or reconfiguration; • Investment by the Agency in the construction of the Stadium shall not exceed Forty Million Dollars ($40,000,000), exclusive of debt service and other financing costs and exclusive of payments to the City for certain development fees and costs; • No new or increased taxes will be required for the Stadium, except that hotels in the Stadium area, if they vote to form a special district, will be subject to a special tax based on hotel room revenue which could be pledged to provide up to Thirty- Five Million Dollars ($35,000,000), exclusive of debt service and other financing costs, toward development of the Stadium and related infrastructure;
• 49ers Stadium Company will be responsible for any
construction cost overruns and for payment of rent that assures payment of the operating expenses of the Stadium related to NFL and Non-NFL Events, including reasonable COMPLETE TEXT OF MEASURE J - Continued
costs incurred by the City in providing public safety and traffic management for NFL games and Non-NFL Events; and,
• Upon completion of Stadium construction, the Team will play its regular season and post-season home games in the City, except as may otherwise be prescribed by the NFL.
Capitalized terms contained in this Term Sheet are defined in Attachment A
to this Term Sheet for convenience.
ARTICLE 1.
TERM SHEET NON-BINDING; CEQA COMPLIANCE REQUIRED
Section 1.1 Voter Approval . The Stadium will not be
constructed unless and until the voters of the City approve a ballot measure endorsing the development of t he Stadium consistent with the essential elements set forth in this Term Sheet.
Section 1.2 No Impact on CEQA Process . In order to comply with the California Environmental Quality Act ("CEQA") and give the public the opportunity to be aware of the environmental consequences of the Stadium project, and to fully participate in the CEQA process, the City and the Agency retain the absolute sole discretion to (i) modify the transaction, create and enter into transactional documents, and modify the project as may, in their sole discretion, be necessary to comply with CEQA, (ii) select other feasible alternatives to avoid significant environmental impacts, (iii) balance the benefits of the Stadium project against any significant environmental impacts prior to taking final action if such significant impacts cannot otherwise be avoided, and/or (iv) determine not to proceed with the Stadium project. No legal obligations will exist unless and until the parties have negotiated, executed and delivered mutually acceptable agreements based upon information produced from the CEQA environmental review process and on othe r
public review and hearing processes, subject to all applicable governmental approvals.
Section 1.3 Effect of Term Sheet
. This Term Sheet is intended
to provide a general framework for the subsequent negotiation of definitive agreements regarding the development and operation of the Stadium and is not intended to create any binding contractual obligations on any Party or to commit any Party to a particular course of action. A transaction of this type involves many essential terms and conditions that have not yet been agreed upon, and it is expressly contemplated by the Parties that, in order to effectuate the Stadium project, binding agreements will have to be negotiated, agreed to by the Parties and ultimately submitted to the City Council for approval.
ARTICLE 2.
CITY RESPONSIBILITIES
Section 2.1 City To Form Stadium Authority . The City and the Agency will enter into a joint powers agreement creating the Stadium Authority. The Stadium Authority's governing board will be the seven members of the City Council. The City Manager will be the Executive Director and the City Atto rney will be the General Counsel of the Stadium Authority. The Stadium Authority will build, own and operate the Stadium, as further described below, and have all powers granted to it by the City and Agency. The Stadium Authority will be a SC Ballot Type 000 - Page 00SC Ballot Type 000 - Page 00
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separate and distinct legal entity, and neither the City nor the Agency will be liable for the debts or obligations of the Stadium Authority.
Section 2.2 City to Lease Stadium Site to Stadium Authority .
The City will enter into a ground lease with the Stadium Authority ("Ground Lease"), pursuant to which the City will lease the Stadium Site to the Stadium Authority upon the terms and conditions contained in Article 4 and other terms and conditions acceptable to the Parties.
Section 2.3 Formation of Mello-Roos Communities Facilities District. The City will make reasonable good faith efforts to form a Mello-Roos Community Facilities District ("CFD") that will include all hotel properties in the vicinity of the Stadium (of which there are presently eight such hotel properties). If approved by a vote of the property owners included in the CFD, t he properties in the district would be subject to a special tax based on hotel room revenue.
Section 2.4 Limitation of City Liability
. No City funds,
investments, contracts or property interests, including cash balances of and revenue streams to the City's general and enterprise funds, will be used for the construction or operations of the Stadium or pledged or loaned for the payment of any Stadium construction financing, at any time, except for activities undertaken at the City's discretion, including the City's relocation of the Tasman Substation to meet the parking needs of the Great America Theme Park, the Stadium and the Convention Center area using City enterprise funds to pay the costs of the relocation.
ARTICLE 3.
DISPOSITION AND DEVELOPMENT AGREEMENT.
Section 3.1 DDA and Preconditions to Closing . The City and Stadium Authority will enter into a Disposition and Development Agreement ("DDA") with 49ers Stadi um Company. The DDA will set forth the predevelopment activities to be performed, the preconditions to commencement of construction of the Stadium and the amount and timing of Agency, CFD, Stadium Authority and 49ers Stadium Company funding of construction costs. The execution of the Ground Lease and the Stadium Lease (the "Closing") will be conditioned on the satisfaction of various conditions ("Conditions to Closing"), including without limitation, the following:
(a) The Parties' approval of the design of the Stadium; (b) The Parties' approval of a schedule for the
commencement and completion of construction of the Stadium; (c) The Parties' approval of a guaranteed maximum price design/build contract with a design/build contractor that is procured in accordance with applicable laws, which may include an amendment of the City Charter as described in Section 6.3 below ("Construction Contract");
(d) The Parties' approval of the Development Budget and the Project Management Agreement;
(e) The Parties' approval of a detailed Finance Plan as described in Article 7 below;
COMPLETE TEXT OF MEASURE J - Continued
(f) The Parties' approval of the Stadium Lease, Team
Sublease and the Non-Relocation Agreement;
(g) The Parties' approval of line items to be included in the Reimbursable Expenses;
(h) The Parties' approval of a parking plan for NFL Events; (i) The Parties' approval of the Public Safety Agreement; and,
(j) All entitlements and other regulatory approvals
necessary to commence construction are final, including but not limited to any necessary SB 211 Plan Amendment to the Bayshore North Redevelopment Plan, zoning amendment and street vacation.
Section 3.2 Leasing the Stadium Site and the Stadium . At such time as all Conditions to Closing, as more fully set forth in the DDA , are satisfied, the following will occur:
(a) Execution of Ground Lease . The City will lease the Stadium Site to the Stadium Authority pursuant to the Ground Lease and the Stadium Authority will commence construction of the Stadium; (b) Execution of Stadium Lease . 49ers Stadium Company will concurrently lease the Stadium from the Stadium Authority, subject to the Stadium Authority's obligation to construct the Stadium; (c) Execution of Team Sublease . The Team will
concurrently sublease the Stadium from 49ers Stadium Company for the same initial term and option terms as contained in the Stadium Lease (the "Team Sublease"). The Team will also enter into an agreement with the Stadium Authority pursuant to which the Team will, after the completion of construction of the Stadium, commit to play in the Stadium not less than one pre-season game each year (so long as there are at least two scheduled pr e-season home games in that year) and all of its regular season and post-season home games for the term of the Team Sublease, except as may be prescribed by the NFL or as may otherwise agreed upon by the Team, 49ers Stadium Company and the Stadium Authority (e.g., during reconstruction in the event of a casualty) (the "Non-Relocation Agreement").
ARTICLE 4.
GROUND LEASE.
Section 4.1 Term . The Ground Lease will be for an initial term of forty (40) years, with five (5) separately exercisable options, each for an additional term of four (4) year s, and will be co-terminous with the Stadium Lease and Team Sublease. Upon the 49ers Stadium Company's exercise of any extens ion option pursuant to the Stadium Lease, the Ground Lease will automatically be extended for the corresponding extension term.
Section 4.2 City's Interest Not Subordinated
. The City will not
subordinate its interest in any property, including the Stadium Site and surrounding land or parking areas, or in the Ground Rent to any financing for the Stadium.
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Section 4.3 Ground Rent . During the term of the Ground Lease, the Stadium Authority will pay to the City, as ground rent ("Ground Rent"), the sum of (i) Fixed Ground Rent, (ii) any Performance-Based Rent and (iii) any SA Excess Revenue Payment, in accordance with the following:
(a) Fixed Ground Rent
. For each year, commencing in the
first year of Stadium operations (i.e ., the first year in which NFL Games will be played in the Stadium), Ground Rent will include a fixed base rent as described in this Section 4.1(a), subject to increase in the event of a Second Team as described in Section 16.1(d) ("Fixed Ground Rent"). Fixed Ground Rent will be payable by the Stadium Authority to the City and will not be reduced by any payment of Performance-Based Rent or any SA Excess Revenue Payment as described below. Fixed Ground Rent for the first (1st) year of Stadium operations will equal One Hundred Eighty Thousand Dollars ($180,000). Beginning in the second (2nd) year of Stadium operations and annually thereafter through the tenth (10th) year of Stadium operations, the Fixed Ground Rent will increase annually by Thirty-Five Thousand Dollars ($35,000).
Beginning in the eleventh (11th) y ear of Stadium operations, Fixed Ground Rent will be increased to equal One Million Dollars ($1,000,000), and thereafter will be increased by One Hundred Thousand Dollars ($100,000) every five (5) years through the end of the initial term of the Ground Lease. If the term of the Ground Lease is extended, then, during the first extension term, the Fixed Ground Rent will equal One Million Five Hundred Eighty Thousand Dollars ($1,580,000); and if and to the extent the Ground Lease is further extended, the Fixed Ground Rent will be increased by Eighty Thousand Dollars ($80,000) every four (4) years thereafter through the expiration of the term of the Ground Lease. At the City's option, the Stadium Authority will pay in advance prior to opening of the Stadium (and 49ers Stadium Company will advance funds to the Stadium Authority for this purpose), as a credit against Fixed Ground Rent for the firs t two years of Stadium operations, up to the amount of Three Hundred Ninety Five Thousand Dollars ($395,000).
(b) Performance Based Rent
. For each year, in addition to
Fixed Ground Rent, Ground Rent will include performance-based rent ("Performance-Based Rent") equal to (i) fifty percent (50%) of the Net Income from Non-NFL Events, le ss (ii) the sum of the following (collectively, "Performance-Based Rent Credits"):
(1) Fifty percent (50%) of the Fixed Ground Rent
(including the increase in Fixed Ground Rent in the
event of a Second Team) payable for such year,
plus
(2) The Credited Public Safety Costs, if any, for such
year, plus
(3) Following expiration of the Agency's ability to collect tax increment in the Redevelopment Project Area,
the portion of property tax revenue actually received
by the City for that year on account of all
possessory interests in the Stadium, plus
(4) Any Permitted Credits Carry-forward (as defined
below).
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In no event may Performance-Based Rent be less than zero for any year. As used herein, the "Permitted Credits Carry-forward" means the total amount, if any, of the Performance-Based Rent Credits listed in subparagraphs (1), (2) and (3) above that have not previously been applied in the calculation of Performance-Based Rent in the preceding five (5) years. Perfor mance-Based Rent Credits listed in subparagraphs (1), (2) and (3) above, if not used within the year incurred or the next five (5) succeedi ng years, will expire and will not be included within Permitted Credits Carry-forward thereafter. (c) SA Excess Revenue Payment
. In addition to Fixed
Ground Rent and Performance-Based Rent, for each year in which the Stadium Authority has Excess Revenues after contribution to the Stadium Capital Expenditure Reserv e as provided in clause (a) of Article 15 of the Term Sheet, Ground Rent will include the amount of the Stadium Authority's payment to the City of such Excess Revenues in accordance with the priorities for payment set forth in clause (b) of Article 15 of the Term Sheet ("SA Excess Revenue Payment").
Section 4.4 City of Santa Clara Senior and Youth Program Fee. In addition to Ground Rent, the Stadium Authority will pay the City the annual proceeds from the City of Santa Clara Senior and Youth Program Fee, up to a maximum amount of Two Hundred Fifty Thousand Dollars ($250,000) per year. The amount of such fee paid to the City will fund City programs for parks and recreation and libraries, including, without limitation, senior activities and the Youth Championship Team Fund. The "City of Santa Clara Senior and Youth Program Fee" is a fee that the Stadium Authority will require be imposed on each ticket for NFL Games in the Stadium during the term of the Stadium Lease, equal to thirty-five cents ($0.35) per ticket.
ARTICLE 5.
STADIUM LEASE AND TEAM LEASE
Section 5.1 Term . The Stadium Lease and the Team Sublease will be for an initial term of forty (40) years, with five (5) separately exercisable options, each for an additional term of four (4) years. The same terms and conditions of the Stadium Lease will apply during each option term. 49ers Stadium Company may only exercise an option to extend the term of the Stadium Lease if the Team Sublease is concurrently extended for the same term as the option term and the Non-Relocation Agreement remains in full force and effect.
Section 5.2 NFL Events
. 49ers Stadium Company will have the
exclusive right to host professional football games in the Stadium ("NFL Games"), and the Stadium Authority will not allow other professional football games in the Stadium without the prior written permission of 49ers Stadium Company. Each year during the term of the Team Sublease, the Team will play its home games in the Stadium, as provided in Section 3.2(c) above. Use of the Stadium for NFL Games will include time reasonably necessary for practice or warm-ups by the home and visiting teams, the installation of equipment, including advertising and media equipment, and same day concerts and other special events in conjunction with the games. The Stadium will be available and ready for the playi ng of each NFL Game a minimum of forty-eight (48) hours before the game. In addition to the use of the Stadium for NFL Games, 49ers Stadium Company and the Team will be entitled to use the Stadium in connection with a reasonable number of community relations, promotional and corporate partner private events SC Ballot Type 000 - Page 00SC Ballot Type 000 - Page 00
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(together with NFL Games, "NFL Ev ents"), provided that 49ers Stadium Company and the Team will coordinate the scheduling of NFL Events (other than NFL Games) with the Stadium Authority to avoid conflict with Non-NFL Events and Civic Events. In all events, however, the Stadium Authority will recognize that, during the NFL pre-season, regular season and post-season, the 49ers Stadium Company, the Team, any Second Team and all NFL Events will have scheduling priority over all Civic Events and Non-NFL Events in the Stadium as set forth in Article 13.
Section 5.3 Facility Rent to Stadium Authority; Net
Operating Expenses . Following completion of the Stadium, 49ers Stadium Company will pay to the Stadium Authority, as rent for the Stadium: (i) an amount equal to Five Million Dollars ($5,000,000) per year ("Facility Rent"); plus (ii) all Net Operating Expenses of the Stadium, as more particularly described in Article 9 below. 49ers Stadium Company will be entitled to a credit against its obligation to reimburse Net Operating Expenses under the Stadium Lease for any new or amended local taxes imposed by the City and paid or collected by 49ers Stadium Company, the Team and/or a Second Team which disproportionately impact the Team, any Second Team or NFL Events.
Section 5.4 Demolition
. At the end of the term of the Stadium
Lease, 49ers Stadium Company, at the option of the Stadium Authority, will be operationally and financially responsible for the demolition of the Stadium. If the Stadium Authority elects not to require that the Stadium be demolished at the end of the term of the Ground Lease, the City will become the owner of the Stadium without payment to the Stadium Authority, 49ers Stadium Company or any other entity, except as provided in Section 14.2.
ARTICLE 6.
DESIGN AND CONSTRUCTION OF THE STADIUM
Section 6.1 Application for Land Use Approvals . 49ers Stadium Company, with the cooperation of the City, Agency and Stadium Authority, will process an application for all City land use approvals necessary for construction of the Stadium. That process will include preparation of an environmental impact report in accordance with CEQA.
Section 6.2 Project Management Agreement
. 49ers Stadium
Company will make a good faith effort to assist the Stadium Authority in completion of the Stadium. The Stadium Authority will enter into a project management agreement (the "Project Management Agreement") with 49ers Stadium Company pursuant to which 49ers Stadium Company will direct and manage all design and construction for the Stadium, subject to oversight of the Stadium Authority in accordance with procedures to be defined in the Project Management Agreement that recognize 49ers Stadium Company's responsibility for construction cost overruns. The design of the Stadium will be developed by 49ers Stadium Company in consultation with the Stadium Authority, City and Agency. The design will be presented at public meetings where the public will have the opportunity to comment on the design.
Section 6.3 Charter Review Committee
. The City will form a
Charter Review Committee to review and make recommendations to the Council to consider possible amendment to Section 13.10 of the City Charter (Contracts on Public Works), and if Council approves, to COMPLETE TEXT OF MEASURE J - Continued
submit a proposed Charter amendment to the voters for approval. In accordance with the City's requirement that 49ers Stadium Company be responsible for any construction cost overruns, the proposed Charte r
Amendment could create a design-build process and contractor selection process that would allow the 49ers Stadium Company to properly manage the risk of overall construction costs. Such a process could allow for sole-sourcing (i.e., without public bidding) certain elements of the work unique to stadium construction, while assuring that the majority of the construction work is put out for public-bid on a best value basis (which could allow consi deration of selection criteria other than the lowest responsible bid).
Section 6.4 Development Fees
. 49ers Stadium Company will
pay, as part of the Development Budget, (i) permit processing and inspection fees legally required for a public building, and (ii) one-half of the development fees required to be paid to the City's enterprise funds as a result of the construction of the Stadium, estimated to be approximately One Million Seven Hundred Thousand Dollars ($1,700,000). The Agency will pay the other one-half of the development fees required to be paid to the City's enterprise funds as of a result of the construction of the Stadium. A list of development fees to be paid to the City's enterprise funds as of a result of the construction of the Stadium is attached as Attachment E
.
ARTICLE 7.
STADIUM CONSTRUCTION FINANCING.
Section 7.1 Financing Overview . Based on current projections, Stadium development costs will be in the range of Nine Hundred Million Dollars ($900,000,000) assuming construction starts in 2012, and is completed in 2014. This cost projection will change as the Stadium design process moves forward. As further described in the succeeding Sections of this Article 7, funding for the development of the Stadium will be provided by the Agency, the CFD, the Stadium Authority and 49ers Stadium Company. The Agency investment will not exceed a total of Forty Million Dollars ($40,000,000) (exclusive of debt service and other financing costs). The CFD investment will not exceed a total of Thirty-Five Million Dollars ($35,000,000) (exclusive of debt service and other financing costs). No CFD funds will be used to pay debt service on the Tax Allocation Bonds or to repay the 49ers Agency Advance, as such terms are defined below. No Agency funds will be used to pay debt service on the Mello Roos Bonds or to repay the 49ers CFD Advance, as such terms are defined below. The Stadium Authority will raise funds through such methods as upfront payments and financings relating to the sale of naming rights contracts, vendor contracts and Stadium Builders Licenses. The Stadium Authority also intends to raise funds through a surcharge on NFL Game tickets. If all Conditions to Closing are satisf ied, 49ers Stadium Company will be responsible to invest all the funds necessary to pay the costs to complete the Stadium which are not paid by the other sources.
Section 7.2 Finance Plan
. The Parties understand and
acknowledge that the actual amounts of the potential revenue streams that are planned to be used to finance the development of the Stadium, as generally described in this Article 7, and the specific requirements of the various bond underwriters and lenders that will provide financing in the future, are uncertain at this point in time and that no Party has committed to any specific amount to be raised from these funding sources nor has any Party made any representation that it will be SC Ballot Type 000 - Page 00SC Ballot Type 000 - Page 00
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financially feasible to capitalize thes e funding sources. In recognition of these facts, the Parties acknowledge that it is critical to maintain flexibility in the approach to financing of the Stadium construction, subject in all events to the limitations on the investment of the City, Agency and CFD as set forth herein. As provided in Section 3.1 above, it will be a Condition to Closing that the City, Agency and Stadium Authority approve a detailed plan for the financing of the Stadium, specifically including the maximum investment of the Agency and CFD and protection of the City's general and enterprise funds (the "Finance Plan"). The Finance Plan will set out in reasonable detail the amount and timing of the Stadium Authority Construction Sources, the Agency Upfront Investment, the Mello Roos Bonds, and the 49ers Stadium Company Investment, and will demonstrate, to the reasonable satisfaction of the City, Agency and Stadium Authority, that 49ers Stadium Company will have sufficient assets, credit and revenue streams to timely fund the 49ers Stadium Company Investment.
Section 7.3 Stadium Authority Investment
. The Stadium
Authority will provide funds for construction of the Stadium from the funding sources described below. The Stadium Authority will use good faith efforts, in cooperation with 49ers Stadium Company, to maximize the amount available for construction of the Stadium from these sources subject to fiscal prudence and consistent with the City's financial policies. Where used to secure debt of the Stadium Authority, the Stadium Authority Construction Sources may be pledged to separate financings or may be combined as collateral for a single financing or series of financings. Except as otherwise set forth in this Agreement, the recourse of any bondholder or lender of any Stadium Authority financing will be limited such that no City or Agency general funds or operating revenues or City enterprise funds will be used as collateral.
The Stadium Authority will be liable for development costs of the Stadium only to the extent of Stadium Authority Construction Sources actually available. The Stadium Authority Construction Sources will be the sole property of the Stadium Authority. The funding sources to be used by the Stadium Authority to provide for the construction of the Stadium (the "Stadium Authority Construction Sources") may include:
(a) Stadium Builders Licenses
. The Stadium Authority, in
consultation with 49ers Stadium Company, will market and sell "Stadium Builders Licenses" ("SBLs"). The Stadium Authority, in consultation with 49ers Stadium Company, will identify and select an entity experienced in the marketing and sales of SBLs, provided that the Team or an affiliate of the Team may act as the Stadium Authority's marketing agent in the sale of SBLs, including in marketing to the Team's current season ticket holders. SBLs will provide buyers with the right to purchase season tickets for as long as the Team plays its home games at the Stadium and a preferential right to purchase tickets for Non-NFL Events.
(b) Naming Rights
. The Stadium Authority, in consultation
with 49ers Stadium Company, will market and sell the naming rights to the Stadium. The Stadium Authority will receive all net revenues from the sale of naming rights to the Stadium itself pursuant to a naming rights contract ("Naming Rights Revenue"). The Stadium Authority will make a good faith effort to issue bonds or enter into other financing arrangements secured by and paid from Naming Rights Revenue. The timing of the actual issuance of t he bonds will be determined by mutual agreement of the Parties. The Stadium Authority will continue to receive Naming Rights Revenue even after any financing secured by Naming Rights Revenues is repaid. The Parties acknowledge that the COMPLETE TEXT OF MEASURE J - Continued
naming rights sponsor may also enter into a separate sponsorship contract with the Team or any Second Team, and revenue under such separate sponsorship contract will be Team Revenue (as defined in Article 11 below). Unless otherwise agreed by 49ers Stadium Company ,
Naming Rights Revenue will not include revenue from rights to name or sponsor components of the Stadium, or from advertising or promotional activities, all of which are included in the Team Revenue. (c) Ticket Surcharge . The Stadium Authority will impose, and will require 49ers Stadium Company to collect on the Stadium Authority's behalf, a surcharge ("NFL Ticket Surcharge") on the price of admission to all NFL Games occurring at the Stadium. The Stadium Authority will also impose, and will r equire any event promoter to collect on the Stadium Authority's behalf, a ticket surcharge on the price of admission to all Non-NFL Events occurring at the Stadium, as described in Section 13.5 below. The NFL Ticket Surcharge is intended to be a percentage of the price of all tickets sold in that year (excluding the amount of suite, club and other premiums attached to the tickets). The Stadium Authority will make a good faith effort to issue bonds or enter into other financing arrangements secured by and paid from the annual revenue derived from the NFL Ticket Surcharge. The timing of the actual issuance of the bonds will be determined by mutual agreement of the Parties. The proceeds of the NFL Ticket Surcharge financing will be used by the Stadium Authority to fund the construction of the Stadium.
The rate of the NFL Ticket Surcharge will initially be set by the Stadium Authority and 49ers Stadium Company such that the proceeds generated by the NFL Ticket Surcharge will not be less than the debt service and coverage amounts required by the NFL Ticket Surcharge financing, and such rate may be adjusted from time to time in accordance with the requirements of such financing. The NFL Ticket Surcharge will terminate upon repayment of the NFL Ticket Surcharge financing.
(d) Upfront Vendor Payments
. The Stadium Authority,
subject to the approval of 49ers Stadium Company, may use for Stadium construction any up front payment(s) made by the concessionaire and/or other vendors for the Stadium.
Section 7.4 Agency Investment in Stadium Construction
.
The Agency will invest an amount not to exceed a total of Forty Million Dollars ($40,000,000) (exclusive of debt service and other financing costs and exclusive of payments to the City for development fees pursuant to Section 6.4 above) toward the construction of the Stadium which investment will be derived from the following sources:
(a) Available Funds
. The Agency will invest cash on hand
from existing unallocated Agency funds not otherwise needed to make any State mandated payments to offset State budget shortfalls, currently estimated to be approximately Seven Million Dollars ($7,000,000).
(b) Tax Allocation Bonds
. The Agency will invest the
proceeds from one or more new tax allocation bond issuances (the "Tax Allocation Bonds"). The Agency tax increment available for payment on these bonds will be from "Net Tax Increment." For purposes of this subsection 7.4(b), Net Tax Increm ent will mean tax increment received by the Agency from the Redevelopment Project Area net of the following amounts (i) legally requir ed set asides, (ii) existing debt service payments on bonds and City loans, (iii) pass-through payments, SC Ballot Type 000 - Page 00SC Ballot Type 000 - Page 00
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and other State mandated payments, (iv) debt service on a new tax allocation bond issuance with net proceeds of Twenty-Five Million Dollars ($25,000,000) for future Agency projects other than the Stadium; and (v) Agency administrative costs at the fiscal year 2008/2009 level escalated by four percent (4%) annually. The Agency will endeavor to generate the maximum proceeds, subject to fiscal prudence and consistent with the City's financial policies, from the issuance of new Tax Allocation Bonds. Under current economic conditions, the Agency estimates that the Tax Allocation Bonds could yield upfront proceeds of approximately Twenty-One Million Dollars ($21,000,000), however, the Parties recognize that the proceeds from the Tax Allocation Bonds could be substantially less depending on the market conditions and the amount of Net Tax Increment available to the Agency and the Parties have not set a minimum amount of proceeds to be derived from the Tax Allocation Bonds.
(c) 49ers Agency Advance
. The total amount of the Agency
investment contained in subsection 7.4(a) (funds on hand) and subsection 7.4(b) (proceeds of the Tax Allocation Bonds) will be referred to as the "Agency Upfront Investment." 49ers Stadium Company will advance the difference between the maximum Agency investment of Forty Million Dollars ($40,000,000) and the Agency Upfront Investment (the difference referred to herein as the "49ers Agency Advance"). Under current economic conditions, the Agency estimates that a 49ers Agency Advance of approximately Twelve Million Dollars ($12,000,000) would be required. The 49ers Agency Advance, including annual compound interest at an annual fixed rate equal to the lower of the rate on 30-year BB-rated corporate bonds (as determined by an appropriate index to be determined) or eight and one-half percent (8½%), calculated as of the date of the first funding by 49ers Stadium Company of the 49ers Agency Advance, will be repayable only from the Net Tax Increment remaining after payment of debt service on the Tax Allocation Bonds. In addition, prior to making a payment on the 49ers Agency Advance, the Agency will make, based on an annual election by the Agency, an additional deposit into the Agency Housing Fund of up to ten percent (10%) of gross tax increment (after excluding tax increment generated from the Stadium), with such additional deposit ceasing on December 2016 with the termination of the Redevelopment Plan for the Redevelopment Project Ar ea. Upon the expiration of the Agency's ability to collect tax increment, any amount of the 49ers Agency Advance that is outstanding will be forgiven by 49ers Stadium Company.
Section 7.5 CFD Investment in Stadium Construction
. If
approved by the hotel owners, the CFD will be formed to collect special taxes in an amount projected to raise Thirty-Five Million Dollars ($35,000,000) (exclusive of debt service and other financing costs) in Mello Roos Bonds. The rate imposed on the hotel owners through the CFD may not exceed a rate equal to a two percentage point increase in the City's transient occupancy tax ("TOT"). The term of the CFD will not exceed forty (40) years.
(a) Mello Roos Bonds
. The CFD will endeavor to generate
maximum proceeds up to Thirty-Five Million Dollars ($35,000,000) in net proceeds, subject to fiscal prudence and consistent with the City's financial policies, including the repayment of CFD formation costs, for the construction of the Stadium from the issuance of bonds secured by and paid from a special tax on hotels within the CFD (the "Mello Roos Bonds").
COMPLETE TEXT OF MEASURE J - Continued
(1) Under current economic conditions, the Agency
estimates that the Mello Roos Bonds would yield upfront proceeds of approximately Fifteen Million Dollars ($15,000,000).
(2) 49ers Stadium Company will advance the difference
between the maximum CFD investment to construction of Thirty-Five Million Dollars ($35,000,000) and the total proceeds of the Mello Roos Bonds (the "49ers CFD Advance"). Under current economic conditions, the Agency estimates that a 49ers CFD Advance of approximately Twenty Million Dollars ($20,000,000) would be required. The 49ers CFD Advance, including annual compound interest at an annual fixed rate equal to the lower of the rate on 30-year BB-rated corporate bonds (as determined by an appropriate index to be determined) or eight and one-half percent (8½%), calculated as of the date of the first funding by 49ers Stadium Company of the 49ers CFD Advance, would be repayable only from the CFD's spec ial tax revenue received from the hotels in the CFD (as reduced by CFD administrative expenses), and only to the extent such revenues exceed debt service on the Mello Roos Bonds. The actual tax rate and the funds to be raised will be determined at the time the CFD would be created.
(b) Remaining Mello Roos Proceeds
. If the CFD has repaid
the Mello Roos Bonds and the 49ers CFD Advance prior to the expiration of the forty (40) year term of the CFD, the Stadium Authority may use any remaining CFD proceeds for CFD eligible expenditures. (c) TOT Credit . If the CFD has repaid the Mello Roos Bonds and the 49ers CFD Advance prior to the expiration of the forty (40) year term of the CFD and the City has increased the TOT from its current rate of nine and one-half percent (9½%) at any time during the term of the CFD, then, for the remaining term of the CFD, each hotel in the CFD will receive a credit against its CFD payment in the amount by which the City TOT paid by such hotel exceeds the current rate of nine and one- half percent (9½%). Nothing in this paragraph (c) is intended to restrict the City's ability to increase the TOT from time to time.
Section 7.6 49ers Stadium Company Investment
.
(a) Determination of 49ers Investment . The amount of the investment from 49ers Stadium Company required in order for construction to proceed ("49ers Stadi um Company Investment") will be determined at such time as the following have been accomplished:
(1) The Stadium Authority and 49ers Stadium Company
have each approved a guaranteed ma ximum price Construction Contract and a development budget (the "Development Budget") which includes the guaranteed maximum price as well as provision for other project costs not covered by the Construction Contract; and (2) The Stadium Authority and 49ers Stadium Company
have approved the Finance Plan identifying the amount of proceeds expected to be available from t he Stadium Authority Construction Sources, the Agency Upfront Investment and the amount of the Mello Roos Bonds.
(b) Payment of 49ers Stadium Company Investment,
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Authority Sources, the Agency Upfront Investment and the amount of the Mello Roos Bonds, including any actual costs of construction of the Stadium in excess of the Development Budget.
(c) Investments Separate
. 49ers Stadium Company will
fund its investment from its own funds and in no event will any Stadium Authority Construction Sources, incl uding, without limitation, proceeds from the sale of SBLs or Naming Rights, be used to fund any obligations of 49ers Stadium Company.
Section 7.7 Agency and CFD Investment
. The Parties
recognize that, by the time the Tax Allocation Bonds and the Mello Roos Bonds are issued, the bonds may generate greater net proceeds than currently projected and thus would potentially reduce the amount of the 49ers Agency Advance and/or the 49ers CFD Advance required from 49ers Stadium Company. Furthermore, 49ers Stadium Company acknowledges that the ability of the Agency to repay the 49ers Agency Advance is limited to actual receipt of Net Tax Increment and will depend on a number of factors beyond the control of the Agency, including future growth in tax increment in the Redevelopment Project Area and future changes in law affecting the Agency's receipt or use of tax increment revenue. 49ers Stadium Company also acknowledges that the ability of the CFD to repay the 49ers CFD Advance is limited to actual receipt of special taxes paid by the hotels in the CFD and will depend on a number of factors beyond the control of the CFD, including occupancy and room rates in area hotels. In no way will the City's general fund or enterprise funds be responsible for any shortfall in repayment of the 49ers Agency Advance or the 49ers CFD Advance.
Section 7.8 Disbursement of Construction Financing
. There
will be an equitable schedule, to be agreed upon in the DDA, for Agency, CFD, Stadium Authority and 49ers Stadium Company funding Stadium construction costs. 49ers Stadium Company, City and Agency will be reimbursed from construction draws for reasonable documented Stadium pre-development costs.
ARTICLE 8.
STADIUM OPERATIONS
Section 8.1 Stadium Operations Generally . The Stadium Authority will be responsible for the management and operation of the Stadium for NFL Events, Non-NFL Events and Civic Events, and 49ers Stadium Company will cooperate with the Stadium Authority in the operation of the Stadium. Certain operational standards will be negotiated by the Parties and will be set forth in a mutually agreed operation and maintenance plan for the Stadium designed to achieve a safe and well-maintained Stadium (the "Stadium Operation and Maintenance Plan"). The Stadium Operation and Maintenance Plan and a Capital Expenditure Plan will be adopted annually by the Stadium Authority, subject to the mutual approval of the Stadium Authority and 49ers Stadium Company. The Capital Expenditure Plan will include an annual projection of capital expenditure s, as well as a five (5) year projection of anticipated expenditures. An annual budget for the Stadium operations (the "Annual Stadium Operating Budget") will be adopted annually by the Stadium Authority, in consultation with 49ers Stadium Company. Each year, 49ers Stadium Company will have the right to reasonably identify the costs and expenses in the Annual Stadium Operating Budget that will be included in Reimbursable Expenses (as defined in Article 12 below) and, therefore, be subject to COMPLETE TEXT OF MEASURE J - Continued
49ers Stadium Company reimbursement. Any costs or expenses in the Annual Stadium Operating Budget that will not be included in Reimbursable Expenses and, therefore, not be subject to 49ers Stadium Company reimbursement, including the costs and expenses of Civic Events (collectively, "Stadium Authority Discretionary Expenses") will be paid for by another funding source, such as the Stadium Authority's Discretionary Fund, or will not be incurred. If the Stadium Authority and 49ers Stadium Company cannot agree on the costs and expenses in the Annual Stadium Operating Budget that will be included in Reimbursable Expenses and, therefore, be subject to 49ers Stadium Company reimbursement, then senior management of each of the parties will meet and confer in a good faith effort to resolve such disagreement; and, if not resolved, may submit the dispute to non- binding mediation.
(a) Management Company
. The Stadium Authority may,
after consultation with 49ers Stadium Company, contract with a Stadium management firm to oversee the day-t o-day operations of the Stadium.
The Parties will identify a mutually acceptable process for selecting the management firm.
(b) Concessionaire
. The Stadium Authority may, afte r
consultation with 49ers Stadium Company, contract with an experienced and responsible concessionaire to operate the concessions within the Stadium. The Stadium Authority, in cooperation with 49ers Stadium Company, will be responsible for managing the concessionaire. The Parties will identify a mutually acceptable process for selecting the concessionaire.
Section 8.2 Stadium Parking
. Parking for Stadium events will
be located in parking areas owned by the City and the Agency as well as in private lots in commercial areas that contract with the Stadium Authority to provide parking. The Stadium Authority, in cooperation with 49ers Stadium Company, will be responsible for managing and operating parking for the Stadium.
(a) Parking Operator
. The Stadium Authority, in cooperation
with 49ers Stadium Company, will be responsible for managing and operating parking areas that are owned by the City or Agency as well as private parking lots that are contracted to the Stadium Authority. The Stadium Authority, after consultation with 49ers Stadium Company, may contract with an experienced and responsible parking operator to manage the parking areas contracted to the Stadium Authority. The Parties will identify a mutually acceptable process for selecting the parking operator.
(b) Private Parking
. The Stadium Authority, in cooperation
with 49ers Stadium Company, will cont ract with private parking lot owners in the area surrounding the Stadium with the goal of having approximately 21,000 parking spaces available for NFL games and other events that fill the Stadium. These arrangements are expected to provide for the sharing of rev enue between the parking lot owner and the Stadium Authority.
(c) Publicly Owned Parking
. The City and Agency will
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during the term of the Stadium Lease. In the event the Agency or City seeks to develop such parcels, the City or Agency will work with 49ers Stadium Company to negotiate in good faith a mutually acceptable plan to replace any potentially lost parking.
(d) Parking Overlay Zone
. The City will consider in good
faith amending its zoning ordinance to create a parking overlay zoning district for the area around the Stadi um to require a conditional use permit for paid public use of off-street parking for Stadium events. Any such conditional use permit may be subject to requirements that the use be conducted in a manner consistent with the approved Public Safety Plan, and that such parking use reimburse the Stadium Authority for its fair share of costs related to traffic management and public safety.
Section 8.3 Police, Traffic and Emergency Services
. The
Stadium Authority will enter into an agreement with the City consistent with the principal terms summarized in Attachment C (the "Public Safety Agreement") pursuant to which the St adium Authority will reimburse the City for Public Safety Costs. For NFL Games and other large events, staffing for police services will be provided by the City as well as pursuant to agreements with surrounding jurisdictions.
ARTICLE 9.
NET OPERATING EXPENSES
Section 9.1 Budget Overview . As provided above, the
Stadium Operation and Maintenance Plan, including the Annual Stadium Operating Budget and a Capital Expenditure Plan, will be adopted annually by the Stadium Authority, provided that, each year, 49ers Stadium Company will have the right to reasonably identify the costs and expenses in the Annual Stadium Operating Budget that will be included in Reimbursable Expenses and, therefore, be subject to 49ers Stadium Company reimbursement. The Annual Stadium Operating Budget will include a projection of the Stadium Operating Revenue (as defined in Article 10 bel ow) and overall Stadium expenses for that year, and will itemize those costs and expenses that will constitute Reimbursable Expenses (i .e., costs and expenses subject to 49ers Stadium Company reimbursement) and those that will constitute Stadium Authority Discretionary Expenses (i.e., costs and expenses not subject to 49ers Stadium Company reimbursement). The Stadium Authority Discretionary Expenses will be paid for by another funding source, such as the Stadium Authority Discretionary Fund, or will not be incurred.
Section 9.2 Calculation and Reimbursement of Net
Operating Expenses . For each year during the term of the Stadium Lease, 49ers Stadium Company will, as part of the annual rent payable under the Stadium Lease, reimburse the Stadium Authority for the Net Operating Expenses applicable to such year. For purposes hereof, "Net Operating Expenses" for each year will be the amount, if any, by which Reimbursable Expenses exceed Stadium Operating Revenue; provided, however, that Net Operating Expenses will be reduced by amounts paid out of the reserve for operating expenses, described in clause (c) of Article 15 below.
COMPLETE TEXT OF MEASURE J - Continued
ARTICLE 10.
STADIUM OPERATING REVENUE
Except as provided herein, the Stadium Authority will be entitled to and will receive all "Stadium Operating Revenue," which means, for each year during the term of the Stadium Lease, all revenue from operation of the Stadium, excluding Team Revenue and any revenue from Civic Events. Stadium Operating Revenue will include, without limitation, the following:
Section 10.1 Ticket Surcharges
. NFL Ticket Surcharge
proceeds not needed to pay debt service or other costs of the NFL Ticket Surcharge financing, including releases from any NFL Ticket Surcharge bond reserves, if any. Non-NFL Ticket Surcharges will be included in Stadium Operating Revenue when and to the extent provided in Section 13.5 below.
Section 10.2 City of Santa Clara Senior and Youth Program Fee. The annual proceeds from the City of Santa Clara Senior and Youth Program Fee, to the extent such proceeds exceed Two Hundred Fifty Thousand Dollars ($250,000) per year.
Section 10.3 Naming Rights Revenue
. Naming Rights Revenue
not needed to pay debt service or other costs of the Naming Rights Revenue financing, including rel eases from any Naming Rights Revenue bond reserves, if any. The Stadium Authority is entitled to and will continue to receive all Naming Rights Revenue even after any financing secured by Naming Right Revenues is repaid. The Parties acknowledge that the naming rights sponsor may also enter into a separate sponsorship contract with the Team or a Second Team, and revenue under such separate sponsorship contract will be Team Revenue, which, as provided herein, is excluded from Stadium Operating Revenue. Further, Naming Rights Revenue will not include revenue from rights to name or sponsor components of the Stadium, or from advertising or promotional acti vities, all of which are included in Team Revenue.
Section 10.4 SBLs Revenue
. All net revenues from the sale or
transfer of SBLs, except to the extent used to pay initial development costs of the Stadium.
Section 10.5 Additional CFD Amounts
. All proceeds of Mello-
Roos special taxes and any other funds generated by the CFD in excess of debt service on, and all such funds following the full repayment of, the Mello Roos Bonds and the 49ers CFD Advance.
Section 10.6 Facility Rent
. The Facility Rent payable by 49ers
Stadium Company in the amount of Five Million Dollars ($5,000,000).
Section 10.7 Parking Revenue . Except as otherwise agreed by the Stadium Authority and 49ers Stadium Company, all net revenues from the operation of surface lots or in parking structures owned or controlled by the Stadium Authority, and revenue sharing or parking surcharge revenues generated from contracts with private parking lots in the vicinity of the Stadium, provided, however, that a certain amount of parking in designated areas agreed upon by 49ers Stadium Company and the Stadium Authority will be made available at no charge for 49ers Stadium Company use. Pricing of parking for NFL Events will be SC Ballot Type 000 - Page 00SC Ballot Type 000 - Page 00
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subject to the approval of 49ers Stadium Company and the Stadium Authority.
Section 10.8 Concession Revenue . Except as otherwise
agreed by the Stadium Authority and 49ers Stadium Company, all net revenues from concessionaires authorized by the Stadium Authority to engage in the sale of food, beverages and other goods in the Stadium or on parking lots or structures owned or controlled by the Stadium Authority ("Concession Revenue"), pr ovided, however, that Concession Revenue does not include any of the following, which will constitute Team Revenue: (i) revenues from retail activities associated with the retail store(s) in the Stadium desi gnated as a "Team Store," (ii) Team Service Revenue (defined below); or (iii) NFL Advertising and Sponsorship Revenue (defined below).
Section 10.9 Third-Party Rent
. Except as otherwise agreed by
the Stadium Authority and 49ers Stadium Company, the Stadium Authority will receive all net rent from the lease of other leasable space in the Stadium, but excluding any and all space occupied or controlled by 49ers Stadium Company or the Team, including, without limitation, the suites and the Team's locker rooms, offices, Team Store and other areas to be specified in the Stadium Lease for the exclusive use of 49ers Stadium Company. Any such leases to third parties of other leasable space in the Stadium will be subject to the reasonable approval of 49ers Stadium Company, including to assure consistency with the terms of the Sponsor Contracts.
Section 10.10 Revenue from Non-NFL Events
. Net revenue
received from the promoter or other sponsor of any Non-NFL Event for the right to occupy the Stadium for such Non-NFL Event, including ticket sales to Non-NFL Events sponsored by the Stadium Authority; provided, however, that 49ers Stadium Company will have the exclusive right to market and to authorize the right to occupy suites and similar specified facilities for Non-NFL Events upon purchase of admissions tickets for such Non-NFL Events, and the premium charged, if any, by 49ers Stadium Company to occupy such su ites or similar facilities for Non- NFL Events will constitute Team Revenue.
Section 10.11 Non-NFL E vent Advertising Revenue
. Net
revenue received from transient el ectronic advertising on designated areas of the Stadium scoreboards that is purchased exclusively for and displayed exclusively during Non-NF L Events as well as promotional events and activities occurring exclusively during Non-NFL Events ("Non-NFL Event Advertising Revenue" ). To the extent legally and operationally feasible, the Stadium Authority will not engage in or authorize at any time, including duri ng Non-NFL Events, any advertising or promotional activities in or ar ound the Stadium or on parking lots or structures owned or controlled by the Stadium Authority that conflict with the terms of contracts that 49ers Stadium Company, the Team or any Second Team negotiates with its advertisers or sponsors ("Sponsor Contracts"), provided that the fo regoing will not apply to any Stadium Authority advertising or similar cont racts that pre-date such Team or Second Team Sponsor Contracts.
ARTICLE 11.
TEAM REVENUE
Section 11.1 Definition of Team Revenue . 49ers Stadium Company, the Team, any Second Team or their affiliates will receive all COMPLETE TEXT OF MEASURE J - Continued
Team Revenue; and, as provided in Article 10 above, Stadium Operating Revenue will expressly exclude all Team Revenue. As used herein, "Team Revenue" means (a) all NFL Events Revenue, including Team Service Revenue, (b) all NFL Advertising and Sponsorship Revenue and (c) except as expressly provided herein, all other NFL- related revenue or revenue from NFL operations, whether or not occurring at the Stadium, including, without limitation, all revenue from any broadcast or other dissemination of the sound, visual or written depiction of NFL Events and all revenues from retail activities associated with the retail store(s) in the Stadium designated as a "Team Store."
Section 11.2 NFL Events Revenue
. As used herein, "NFL
Events Revenue" means any and all revenue arising directly or indirectly out of NFL Events, including, without limitation, the following:
(a) Ticket Revenue . All revenue, excluding the amount of the NFL Ticket Surcharge, from the sale of tickets to NFL Games or other NFL Events;
(b) Premium Seat Revenue . All revenue from the sale of the rights to occupy suites, boxes, club seats or other similar Stadium facilities for NFL Events and the premium charged, if any, by 49ers Stadium Company to occupy suites or similar facilities for Non-NFL Events; and
(c) Team Service Revenue
. All revenue from the delivery of
services, rental of any equipment, goods or devices, or the use of technology at or in connection with any NFL Events at the Stadium o r provided by 49ers Stadium Company, the Team, any Second Team or their affiliates (collectively, "Team Service Revenue").
Section 11.3 NFL Advertising and Sponsorship Revenue
.
(a) Right to Sell . Except for advertising and promotional activities included in the Stadium Authority's Non-NFL Event Advertising Revenue, 49ers Stadium Company, the Team or its affiliates will have the exclusive right to sell advertising and space for promotional displays and activities and other marketing media in or on the Stadium and on Stadium-related signage, whether fix ed or otherwise, and sponsorships and promotional activities within the Stadium or associated with the Team and/or the NFL ("NFL Advert ising and Sponsorships"), including without limitation, (i) the sale of rights to name or enhance components of the Stadium, including, without limitation, Stadium gates, levels, plazas and concession areas, and (ii) the sale of promotional displays, kiosks or similar facilities in the Stadi um or on parking lots or structures owned or controlled by the Stadium Authority. Subject to the rights of existing tenants, the City and the Agency will commit that no property owned or controlled by the City or Agency within the area designated on Attachment B
hereto will be used to display advertisements or be used for promotional activities during da ys of NFL Events that conflict with Sponsor Contracts or the rights of Stadium concessionaires and other vendors, provided that the foregoing will not apply to any City or Agency advertising or similar contracts that pre-date such Sponsor Contracts or vendor contracts. Notwithstanding the foregoing, the Convention Center may schedule events on NFL game days with entities that may conflict with Sponsor contracts or vendor contracts as long as any exterior advertising is limited to standard welcoming signage.
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(b) Revenue from NFL Advertising and Sponsorship . 49ers Stadium Company, the Team, any Sec ond Team or their affiliates will receive exclusive rights to any and all revenue, except for Naming Rights Revenue, from NFL Advertising and Sponsorships ("NFL Advertising and Sponsorships Revenue"). NFL Advertising and Sponsorship Revenue will not include any Non-NFL Event Advertising Revenue.
ARTICLE 12.
REIMBURSABLE EXPENSES
Section 12.1 Definition of Reimbursable Expenses . For purposes of calculating Net O perating Expenses, "Reimbursable Expenses" means, for each year during the term of the Stadium Lease, subject to the exclusions set forth in Section 12.2 below, all costs of operating, maintaining and repairing the Stadium and all costs attributable to NFL Events and Non-NFL Events of operating parking lots and structures under the control of the Stadium Authority and for Public Safety Costs, all in accordance with the approved Stadium Operation and Maintenance Plan, Annual Stadium Operating Budget and Public Safety Plan, including, without limitation, the following:
(a) Day-to-day expenses of operating and maintaining the Stadium, including, without limitati on, costs of cleaning, sweeping, repairs, painting, removing garbage and landscaping;
(b) Charges for heat, water, sewer, gas, electricity and other utilities used or consumed in the Stadium;
(c) Expenses of operating the Stadium for NFL Events and Non-NFL Events, including, without limitation, security and field preparation;
(d) Expenses of operating parking under the control of the Stadium Authority for NFL Events and Non-NFL Events;
(e) Amounts the Stadium Authority pays the City for Public Safety Costs, including a charge for capital expenditures, subject to and in accordance with the Public Safety Agreement;
(f) The charge to the Stadium Capital Expenditure Reserve described in Section 14.1(a) below, in the amount of $1.5 million in the second year of operation of the Stadium, and escalating 3% per year each year thereafter, plus any additional amount agreed by 49ers Stadium Company, and any Second Team Capital Reserve Deposit pursuant to Section 14.1(c) below;
(g) Insurance expenses for liability, casualty and other insurance;
(h) Possessory interest taxes assessed on account of the possessory interest held by 49ers Stadium Company, the Team or any Second Team, which will be paid by the Stadium Authority (but which, by virtue of being included in Reimbur sable Expenses, will be subject to reimbursement by 49ers Stadium Company);
(i) The portion of the Ground Rent payable to the City under the ground lease of the Stadium site consisting of the Fixed Ground COMPLETE TEXT OF MEASURE J - Continued
Rent and the Performance-Based Rent. The SA Excess Revenue Payment is not a Stadium Operating Expense; and
(j) Amounts paid to the Stadium management company
pursuant to its management agreement.
Section 12.2 Excluded Expenses
. The following costs and
expenses will not be included in Reimbursable Expenses:
(a) Capital expenditures; provided, however, that charges for capital expenditures will be included in Reimbursable Expenses as provided in subsections 12.1(e) and (f) above;
(b) Debt service on financing secured by NFL Ticket
Surcharges and/or Naming Rights Revenues;
(c) Stadium Authority Discretionary Expenses, including costs and expenses attributable to Civic Events; and
(d) Distributions of Excess Revenues pursuant to Article 15 below.
ARTICLE 13.
NON-NFL EVENTS
Section 13.1 Annual Non-NFL Event Plan . The Stadium
Authority will have the right to conduct events in the Stadium, such as concerts and sporting events other than NFL Games ("Non-NFL Events") pursuant to a plan and schedule estab lished each year in consultation with 49ers Stadium Company (the "Annual Non-NFL Event Plan"); provided, however, that, in all events, the Stadium Authority will recognize that, during the NFL pre-season, regular season and post- season, 49ers Stadium Company, the Team, any Second Team and all NFL Events will have scheduling priority over all Civic Events and Non- NFL Events in the Stadium, including scheduling priority necessary to accommodate any "flexible scheduling" of NFL Events that may be imposed by the NFL from time to time. In recognition of the fact that 49ers Stadium Company is responsible for payment of Net Operating Expenses, potentially including losses on Non-NFL Events, the Annual Non-NFL Event Plan will be subject to the mutual approval of 49ers Stadium Company and the Stadium Authority. Subject to 49ers Stadium Company's scheduling priority, the Stadium Authority will also have the right to conduct events that are not included in the Annual Non-NFL Event Plan approved by 49ers Stadium Company, but any such event will be considered a Civic Event. Expenses for Civic Events will be paid by the Stadium Authority from the Discretionary Fund or from another funding source, as further described in Section 13.6.
Section 13.2 Net Income from Non-NFL Events
. As provided in
Section 2.2 above, each year, the Stadium Authority will, subject to certain Performance-Based Rent Credi ts, pay to the City fifty percent (50%) of the Net Income from Non-NFL Events. "Net Income from Non- NFL Events" means, for each year, the Non-NFL Event Revenue for such year, minus the Non-NFL Event Expenses for such year.
Section 13.3 Non-NFL Event Revenue
. "Non-NFL Event
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Surcharge (except as provided in Section 13.5 below). Non-NFL Event Revenue will include, without limitation, net revenue received from the promoter or other sponsor of any N on-NFL Event for the right to occupy the Stadium for such Non-NFL Event, including any share of ticket sales to Non-NFL Events received by the Stadium Authority, Concession Revenue from Non-NFL Events, Non-NFL Event Advertising Revenue, all net revenues from the operation of surface lots or in parking structures owned or controlled by the Stadium Authority and used for Non-NFL Events, and all revenue sharing or parking surcharge revenues generated from contracts with private parking lots in the vicinity of the Stadium during Non-NFL Events.
Section 13.4 Non-NFL Event Expenses
. "Non-NFL Event
Expenses" means the direct costs and expenses of any Non-NFL Event, and all incremental costs and expenses attributable to Non-NFL Events, including the Stadium Authority's administrative and marketing expenses related to obtaining Non-NFL Events and any other overhead as agreed upon by the Stadium Authority and 49ers Stadium Company.
All Non-NFL Event Expenses, incl uding any losses from Non-NFL Events, will be included in Reimbursable Expenses.
Section 13.5 Non-NFL Ticket Surcharge
. The Stadium
Authority will impose, and will require the promoter of any Non-NFL Events to collect on its behalf, a surcharge of Four Dollars ($4) per ticket (the "Non-NFL Ticket Surcharge"). Except as provided in the last sentence of this Section 13.5, the proceeds of the Non-NFL Ticket Surcharge will be excluded from Non-NFL Event Revenue. One-half of the proceeds of the Non-NFL Ticket Surcharge will be included in Stadium Operating Revenue in the year received, and will be available to pay Reimbursable Expenses. The other one-half of the proceeds of the Non-NFL Ticket Surcharge will be deposited in a separate account under the management and control of the Stadium Authority (the "Discretionary Fund"), which may be used by the Stadium Authority to pay Stadium Authority Discretionary Expenses, including the costs and expenses of Civic Events. In the event the Stadium Authority accrues more than One Million Dollars ($1,000,000) in the Discretionary Fund (whether in one year or successive years) that is not used by the Stadium Authority for Stadium Authority Discretionary Expenses, then the Stadium Authority will first determine if adequate provision has been made, such as through a sinking fund, for replacement of and upgrades to capital improvements contemplated under the Public Safety Plan; and, if not, will reserve funds in the Discretionary Fund for such purpose.
If the remaining balance in the Discretionary Fund still exceeds One Million Dollars ($1,000,000) after adequate provision has been made for replacement of and upgrades to capital improvements contemplated under the Public Safety Plan, then up to one-half of such excess may be transferred in the discretion of the Stadium Authority from the Discretionary Fund to the City's General Fund, in which event an equal amount to that transferred to the City's General Fund will be transferred from the Discretionary Fund to the Stadium Authority's operating fund and will be included in Stadium Operating Revenue in the year transferred. The amount so included in Stadium Operating Revenue will be available to pay Reimbursable Expenses.
Section 13.6 Civic Events
. As described above, the Stadium
Authority may schedule events that are not included in the approved Annual Non-NFL Event Plan ("Civic Events"). Civic Events may include civic or other events in the Stadium, or provision of meeting space in the Stadium for community groups and non- profits; provided, however, that the scheduling of any Civic Events will recognize the scheduling COMPLETE TEXT OF MEASURE J - Continued
priority for NFL Events described above. Unless otherwise agreed upon by 49ers Stadium Company, all costs and expenses attributable to Civic Events ("Civic Event Expenses") will be paid by the Stadium Authority from the Discretionary Fund or anot her funding source, or will not be incurred. In no event will any such Civic Event Expenses constitute Reimbursable Expenses. The Stadium Authority shall be entitled to all revenues attributable to Civic Events and any profits from Civic Events may be transferred in the discretion of the Stadium Authority to the City's General Fund.
ARTICLE 14.
CAPITAL RESERVES
Section 14.1 Reserve Deposits . The Stadium Authority will fund a capital reserve maintained by the Stadium Authority (the "Stadium Capital Expenditure Reserve") with the following amounts:
(a) An annual deposit to the Stadium Capital Expenditure Reserve in the amount of One Million Five Hundred Thousand Dollars ($1,500,000), escalating three percent (3%) per year, beginning in the second year of operation of the Stadium, and continuing each year thereafter for the term of the Stadium Lease, plus any additional amounts agreed by 49ers Stadium Company;
(b) In any year in which Stadium Authority has Excess
Revenues, the Stadium Authority will make a payment to the Stadium Capital Expenditure Reserve in an amount up to One Million Dollars ($1,000,000) in accordance with the priorities for payment set forth in clause (b) of Article 15 below; and
(c) Each year that a Second Team plays its home games in the Stadium, other than in connection with temporary Second Team Occupancy, the Stadium Authority will fund the applicable Second Team Capital Reserve Deposit as an additional Stadium Operating Expense. The amount of the "Second Team Capital Reserve Deposit" for any year shall equal One Million Dollars ($1,000,000) in the year the Second Team plays its first home game in the Stadium, and will escalate at a rate of three percent (3%) per year thereafter.
Section 14.2 Use Of Reserve
. The Stadium Capital Expenditure
Reserve will be used by the Stadium Authority for replacements and capital improvements to the Stadium as provided in the annual Capital Expenditures Plan. Any remaining amounts of the Stadium Capital Expenditure Reserve upon termination of the Stadium Lease will be paid to 49ers Stadium Company to fund any required demolition of the Stadium and as partial reimbursement for capital costs incurred by 49ers Stadium Company in the construction of the Stadium.
ARTICLE 15.
USE OF EXCESS REVENUES
If Stadium Operating Revenues exceed Reimbursable Expenses for any year, resulting in no Net Operating Expenses required to be reimbursed by 49ers Stadium Company for that year ("Excess Revenues"), such Excess Revenues will be distributed as follows (in calculating the Excess Revenues in any year, all dollar amounts in this Article 15 will be escalated at a rate of three percent (3%) per yea r
commencing in the year the Stadium first opens for NFL Events):
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(a) First, One Million Dollars ($1,000,000) will be transferred to the Stadium Capital Expenditure Reserve; provided, however, that for any year in which a Second Team Capital Reserve Deposit is made pursuant to Section 14.1(c) above, no transfer to the Stadium Capital Expenditure Reserve will be made under this clause (a); (b) Second, One Million Dollars ($1,000,000) will be paid to the City as additional Ground Rent;
(c) Third, Two Million Dollars ($2,000,000) will be retained by the Stadium Authority to fund future Reimbursable Expenses; and (d) Fourth, the remainder, if any, will be disbursed one-third each to the City, to the Stadium Capital Expenditure Reserve, and to the Stadium Authority to fund future Reimbursable Expenses.
ARTICLE 16.
SECOND TEAM
Section 16.1 Second Team . 49ers Stadium Company will have the right to enter into a sublease with a second NFL team ("Second Team"), on terms and conditions consistent with and subject to the Stadium Lease to allow the Second Team to play its home games in the Stadium, subject to the following conditions:
(a) Repayment of Upfront Investment
. Prior to the date that
the Second Team plays its first home game in the Stadium, the Agency will receive an amount equal to the Agency Upfront Investment, which, as provided in Section 7.4 above, is estimated under current economic conditions to be approximately Twenty-Eight Million Dollars ($28,000,000).
(b) Repayment of Advance . 49ers Stadium Company will
pay to the City or Agency prior to the date that the Second Team plays its first home game in the Stadium an amount equal to all the tax increment previously paid to 49ers Stadium Company as payment on the principal amount of the 49ers Agency Advance.
(c) Forgiveness of 49ers Agency Advance . From and after the date the Second Team plays its first home game in the Stadium, 49ers Stadium Company will have no further right to receive tax increment and will forgive all principal and interest of any outstanding 49ers Agency Advance.
(d) Additional Fixed Ground Rent
. Commencing in the first
year the Second Team plays its home games at the Stadium, the Stadium Authority will pay to the City, as additional Fixed Ground Rent ("Second Team Fixed Ground Rent"), One Million Dollars ($1,000,000) per year. Beginning in the eleventh year of Second Team occupancy, the Second Team Fixed Ground Rent will equal One Million One Hundred Thousand Dollars ($1,100,000) per year, and such amount will, provided the Second Team continues to play its home games at the Stadium, increase One Hundred Thousand Dollars ($100,000) every five (5) years thereafter during the initial term of the Stadium Lease.
For each extension of the Gro und Lease, the Second Team Fixed Ground Rent payment will increase by Eighty Thousand Dollars ($80,000) for the term of the extension. As Second Team Fixed Ground Rent will be included in Fixed Ground Rent, such amount will be taken COMPLETE TEXT OF MEASURE J - Continued
into account in calculating Reimbursable Expenses as provided in Section 12.1(i) above, and a portion thereof will be credited against Performance-Based Rent as provided in Section 4.3(b)(i) above. (e) Reimbursement of Developer Fees
. 49ers Stadium
Company will reimburse the Agency for the share of development fees paid by the Agency to the City's enterprise funds as of a result of the construction of the Stadium as prov ided in Section 6.4 above, estimated to be approximately One Million Seven Hundred Thousand Dollars ($1,700,000).
(f) Capital Costs.
49ers Stadium Company will be
responsible for all additional capital costs and additional Reimbursable Expenses required to accommodate a Second Team, except that the Capital Expenditure Reserve may be used to the extent consistent with the Capital Expenditure Plan. Ther e would be no additional investment required by the City or Agency.
(g) Additional Capital Expenditure Reserve Deposit
. As
provided in Section 14.1(c) above, eac h year that a Second Team plays its home games in the Stadium, the Stadium Authority will fund, as an additional Stadium Operating Expens e, the Second Team Capital Reserve Deposit in the initial amount of One Million Dollars ($1,000,000), escalated at the rate of three percent (3%) per year thereafter.
Section 16.2 Temporary Second Team Occupancy . In the
event 49ers Stadium Company enters into a sublease to allow a Second Team to play its home games at the Stadium for a temporary period not to exceed two NFL seasons (plus up to one (1) additional NFL season as may be required solely to accommodate delays in the construction or reconstruction of the Second Team's stadium), then 49ers Stadium Company will not be required to make the payments or reimbursements described in Sections 16.1(a), 16.1(b) or 16.1(e) above ,
nor shall the forgiveness of the 49ers Agency Advance or the Additional Capital Expenditure Reserve Deposit be required. However, if a Second Team plays more than two NFL seasons at the Stadium, then, subject to the foregoing exception, all the provisions of Section 16.1 will apply.
Section 16.3 Sublease Subject to Stadium Lease
. Any
sublease to a Second Team shall be subject to all of the terms of the Stadium Lease. Although the terms of any sublease to a Second Team are not subject to approval of the Stadium Authority, both 49ers Stadium Company and the Second Team shall certify to the Stadium Authority that such sublease is subject to all of the terms of the Stadium Company Lease, and the Stadium Authority may retain an independent third party to review the sublease to confirm such certification.
ARTICLE 17.
ADJACENT PROPERTY
Section 17.1 Theme Park . The Stadium will be built and operated consistent with the Agency's obligations under the Ground Lease with First Refusal Purchase Rights for the Great America Theme Park, or other arrangements acceptable to the Theme Park tenant.
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Section 17.2 Other Stadium Area Property . If the City or Agency offers for sale or lease for private development any real property owned by either of them identified on Attachment D , the City or Agency, as applicable, shall give notice to 49ers Stadium Company that such property is being offered for sale or lease, and 49ers Stadium Company shall have the right to participate as a potential buyer or lessee in any Request for Proposals or other similar City or Agency process to determine the disposition of the property.
Section 17.3 49ers Training Facility Lease
. The Team's
existing ground lease of the property at 4949 Centennial Boulevard, used as the Team's headquarters and training facility, shall remain in full force and effect on its existing terms and conditions, except that it will be extended to be co-terminous with the Stadium Lease, the leased premises will be adjusted to exclude property included in the Stadium Site, and the non-economic terms may be coordinated with the Stadium Lease.
[Signatures follow on Page 27]
By signing below, the Parties evidence their general agreement with the provisions of this Term Sheet and agree to use this Term Sheet as the framework for the good faith negotiations of binding definitive agreements. Any agreements resulting from negotiations will become effective only if and after such agreement has been considered and approved by the Agency and the City following conduct of all legally required procedures.
CITY OF SANTA CLARA, CALIFORNIA,
a chartered California municipal corporation
APPROVED AS TO FORM:
/s/ Helene L. Leichter
City Attorney
/s/ Jennifer Sparacino
City Manager
ATTEST:
/s/ Rod Diridon, Jr.
City Clerk
1500 Warburton Avenue
Santa Clara, CA 95050
Telephone: (408) 615-2210
Fax Number: (408) 241-6771
COMPLETE TEXT OF MEASURE J - Continued
"City"
REDEVELOPMENT AGENCY OF THE CITY OF SANTA CLARA
a redevelopment agency, a public body, corporate and politic, organized and existing in the County of Santa Clara, under and by virtue of the laws of the State of California
APPROVED AS TO FORM:
/s/ Helene L. Leichter
Agency General Counsel
/s/ Jennifer Sparacino
Executive Director
ATTEST:
/s/ Rod Diridon, Jr.
Agency Secretary
1500 Warburton Avenue
Santa Clara, CA 95050
Telephone: (408) 615-2210
Facsimile: (408) 241-6771
"Agency"
(Forty Niners Stadium, LLC signatures follow on Page 28)
FORTY NINERS STADIUM, LLC
a Delaware limited liability company, an affiliate of the San Francisco 49ers NFL franchise
/s/ John Edward York
President
4949 Centennial Boulevard
Santa Clara, CA 95054
Telephone: (408) 562-4949
Facsimile: (408) 727-4937
"49ers Stadium Company"
ATTACHMENT A
DEFINED TERMS
"49ers Agency Advance" has the meaning set forth in Section 7.4(c). "49ers CFD Advance" has the meaning set forth in Section 7.5(a)(2). "49ers Stadium Company" has the meaning set forth in the introductor y
language of the Term Sheet.
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"49ers Stadium Company Investment" has the meaning set forth in Section 7.6(a)
"Agency" has the meaning set forth in the introductory language of the Term Sheet.
"Agency Upfront Investment" has the meaning set forth in Section 7.4(c). "Annual Non-NFL Event Plan" has the meaning set forth in Section 13.1. "Annual Stadium Operating Budget" has the meaning set forth in Section 8.1.
"CEQA" has the meaning set forth in Section 1.2.
"CFD" has the meaning set forth in Section 2.3.
"City" has the meaning set forth in the introductory language of the Term Sheet.
"City of Santa Clara Senior and Youth Program Fee" has the meaning set forth in Section 4.4.
"Civic Event Expenses" has the meaning set forth in Section 13.6. "Civic Events" has the meaning set forth in Section 13.1. "Closing" has the meaning set forth in Section 3.1.
"Concession Revenue" has the meaning set forth in Section 10.8. "Conditions to Closing" has the meaning set forth in Section 3.1. "Construction Contract" has the meaning set forth in Section 3.1(c). "Credited Public Safety Costs" has the meaning set forth on Attachment C to the Term Sheet.
"DDA" has the meaning set forth in Section 3.1.
"Development Budget" has the meaning set forth in Section 7.6(a)(1). "Discretionary Fund" has the meaning set forth in Section 13.5. "Excess Revenues" has the meaning set forth in Article 15. "Expedited ADR" has the meaning set forth on Attachment C to the Term Sheet.
"Facility Rent" has the meaning set forth in Section 5.3. "Finance Plan" has the meaning set forth in Section 7.2. "Fixed Ground Rent" has the meaning set forth in Section 4.3(a).
COMPLETE TEXT OF MEASURE J - Continued
"Ground Lease" has the meaning set forth in Section 2.2. "Ground Rent" has the meaning set forth in Section 4.3. "Mello Roos Bonds" has the meaning set forth in Section 7.5(a). "Naming Rights Revenue" has the meaning set forth in Section 7.3(b). "Net Income from Non-NFL Events" has the meaning set forth in Section 13.2.
"Net Operating Expenses" has the meaning set forth in Section 9.2. "Net Tax Increment" has the meaning set forth in Section 7.4(b). "NFL Advertising and Sponsorships" has the meaning set forth in Section 11.3(a).
"NFL Advertising and Sponsorships Revenue" has the meaning set forth in Section 11.3(b).
"NFL Events" has the meaning set forth in Section 5.2.
"NFL Events Revenue" has the meaning set forth in Section 11.2. "NFL Games" has the meaning set forth in Section 5.2.
"NFL Ticket Surcharge" has the meaning set forth in Section 7.3(c). "Non-NFL Events" has the meaning set forth in Section 13.1. "Non-NFL Event Advertising Revenue" has the meaning set forth in Section 10.11.
"Non-NFL Event Expenses" has the meaning set forth in Section 13.4. "Non-NFL Event Revenue" has the meaning set forth in Section 13.3. "Non-NFL Ticket Surcharge" has the meaning set forth in Section 13.5. "Non-Relocation Agreement" has the meaning set forth in Section 3.2(c) .
"Parties" has the meaning set forth in the introductory language of the Term Sheet.
"Performance-Based Rent" has the meaning set forth in Section 4.3(b). "Performance-Based Rent Credits" has the meaning set forth in Section
4.3(b).
"Permitted Credits Carry-forward" has the meaning set forth in Section
4.3(b).
"Per Game Factor" has the meaning set forth on Attachment C to the Term Sheet.
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"Project Management Agreement" has the meaning set forth in Section
6.2. "Public Safety Agreement" has the meaning set forth in Section 8.3. "Public Safety Capital Expenditures" has the meaning set forth on Attachment C to the Term Sheet.
"Public Safety Costs" has the meaning set forth on Attachment C to the Term Sheet.
"Public Safety Plan" has the meaning set forth on Attachment C to the Term Sheet.
"Redevelopment Project Area" has the meaning set forth in the Introduction.
"Reimbursable Expenses" has the meaning set forth in Section 12.1. "SA Excess Revenue Payment" has the meaning set forth in Section
4.3(c).
"SBLs" has the meaning set forth in Section 7.3(a).
"Second Team" has the meaning set forth in Section 16.1. "Second Team Capital Reserve Deposit" has the meaning set forth in Section 14.1(c).
"Second Team Fixed Ground Rent" has the meaning set forth in Section
16.1(d).
"Sponsor Contracts" has the meaning set forth in Section 10.11. "Stadium" has the meaning set forth in the Introduction. "Stadium Authority" has the meaning set forth in the Introduction. "Stadium Authority Construction Sources" has the meaning set forth in Section 7.3.
"Stadium Authority Discretionary Expenses" has the meaning set forth in Section 8.1.
"Stadium Capital Expenditure Reserve" has the meaning set forth in Section 14.1.
"Stadium Lease" has the meaning set forth in the Introduction. "Stadium Operation and Maintenance Plan" has the meaning set forth in Section 8.1.
"Stadium Operating Revenue" has the meaning set forth in Article 10. "Stadium Site" has the meaning set forth in the Introduction.
COMPLETE TEXT OF MEASURE J - Continued
"Tax Allocation Bonds" has the meaning set forth in Section 7.4(b). "Team" has the meaning set forth in the Introduction.
"Team Revenue" has the meaning set forth in Section 11.1. "Team Service Revenue" has the meaning set forth in Section 11.2(c). "Team Store" has the meaning set forth in Section 10.8(i). "Term Sheet" has the meaning set forth in the introductory language o f
the Term Sheet.
"Team Sublease" has the meaning set forth in Section 3.2(c). "Threshold" has the meaning set forth on Attachment C to the Term Sheet.
"TOT" has the meaning set forth in Section 7.5.
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ATTACHMENT B
CONTROL AREA FOR DISPLAY OF ADVERTISEMENTS
AND PROMOTIONAL ACTIVITIES DURING NFL EVENTS
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ATTACHMENT C
PRINCIPAL TERMS OF PUBLIC SAFETY AGREEMENT
Capitalized terms not otherwise defined in this Attachment C shall have the meanings ascribed to them in the Term Sheet.
1. Public Safety Facilities in Stadium . The Stadium will include a temporary holding facility on the ground floor, constructed in accordance with state and local building codes, including Title 15 and Title 24 of the California Code of Regulations, and a security command center at the press level, both of which will be available for use by the City's public safety personnel during Stadium events. These areas will be designed and equipped in consultation with the City's Chief of Police.
Development costs of these areas will be included in the Development Budget.
2. Public Safety Plan
. The City (including, without limitation, its
Chief of Police) and the Stadium Authority, in consultation with 49ers Stadium Company, will develop and continuously update as needed, a public safety plan describing procedures for traffic management, security and public safety at NFL Games and other large events at the Stadium, which will include police and fire personnel stationed in and around the Stadium, as well as private security (the "Public Safety Plan").
3. Reimbursement of City Costs
. The Stadium Authority will
reimburse the City for the actual and reasonable costs of police, traffic control, fire, emergency services and similar services attributable to Stadium events incurred by the City in implementing the approved Public Safety Plan, including the fair share of reasonable capital expenditures required for public safety for the Stadium as described below("Public Safety Costs"). The Public Safety Costs to be reimbursed by the Stadium Authority each year will be agreed upon by the Stadium Authority, the City and 49ers Stadium Company or will otherwise be resolved by Expedited ADR, as described in Section 8 below. Capital expenditures required for public safety for the first year of operation of the Stadium, including the cost of equipment that is reasonably necessary for dedicated use at the Stadium only, will be included in the Development Budget. During operation of the Stadium, Public Safety Costs will be allocated as follows: (i) Public Safety Costs in connection with NFL Events will be included in Reimbursable Expenses subject to Paragraph 4 below, (ii) Public Safety Costs in connection with Non-NFL Events will also be included in Reimbursable Expenses, and, for purposes of calculating Net Income from Non-NFL Events, will also be included in Non-NFL Event Expenses, and (iii) Public Safety Costs in connection with Civic Events will be included in Civic Event Expenses.
4. NFL Games
. For the first season of NFL Games at the
Stadium, Public Safety Costs attributable to NFL Games, including a charge for capital expenditures as de scribed below, will be included in Reimbursable Expenses up to a maximum amount equal to the product of One Hundred Seventy Thousand Dollars ($170,000) ("Per Game Factor") multiplied by the total number of pre-season, regular season and post-season NFL Games played at the Stadium for that NFL season (the "Threshold"). Assuming ten (10) home games during the first NFL season at the Stadium, the Threshold for that season will be One Million Seven Hundred Thousand Dollars ($1,700,000). For each NFL season thereafter, the Per Game Factor referenced above will be COMPLETE TEXT OF MEASURE J - Continued
increased by four percent (4%) per year, subject to adjustment as provided in Section 7(ii) below. If Public Safety Costs attributable to NFL Games in any year exceed the Threshold, the excess will be treated in accordance with Section 6 below. In determining costs subject to the Threshold, the following will apply:
(i) The Stadium Authority will reimburse the City up to $500,000 for each of the first two years of Stadium operations for the actual total compensation of a police lieutenant and sergeant to establish a special events unit and to develop procedures and protocols for the implementation of the Public Safety Plan as well as agreements with surrounding jurisdictions, and these costs will be considered Reimbursable Expenses, but will not count toward the Threshold; (ii) Rental from third parties of barricades and radios will be negotiated by the Stadium Authority or 49ers Stadium Company, and the cost of such rental will be separately included in Reimbursable Expenses and will not count toward the Threshold;
(iii) Any police escorts or additional security requested for Team and visiting team players will be the responsibility of the Team o r
the visiting team, and will not count toward the Threshold; (iv) The charge for capital expenditures, which may be for amortization or for deposits to a sinking fund, will be in an amount equal to the fair share of reasonable capital expenditures required for public safety for the Stadium, which charge will be equitably allocated between NFL Events and Non-NFL Events. The portion of such charge that is attributable to NFL Events will be subject to the Threshold.
5. Possible Adjustment of Threshold
.
(i) If the NFL mandates specific new or expanded security measures that substantially increase Public Safety Costs in connection with NFL Games, and the reasonable cost of such new or expanded measures will cause the Threshold to be exceeded, then, at the request of the City, the Threshold shall be increased so that such new or expanded measures will not cause the Threshold to be exceeded. If the Stadium Authority, 49ers Stadium Company and the City are unable to agree on the amount of such increase, determination of the adjustment may be subject to arbitration pursuant to Section 8 below. (ii) If due to unanticipated circumstances other than new or expanded security measures mandated by the NFL, Public Safety Costs paid by the Stadium Authority to the City for NFL Games exceed the Threshold over any three (3) consecut ive years, then, at the request of the City, the Stadium Authority, 49ers Stadium Company and the City will engage in good faith negotiations with respect to possible increase in the Threshold; provided, however, that 49ers Stadium Company will not be obliged to agree to any increase in the Threshold pursuant to this clause (ii) and the issue shall not be subject to arbitration pursuant to Section 8 below.
6. Public Safety Costs in Excess of Threshold
. Any Public
Safety Costs attributable to NFL Games paid by the Stadium Authority to the City in excess of the Threshold in any year, unless paid out of the Discretionary Fund, will be considered "Credited Public Safety Costs" and will be credited against Performance-Based Rent as provided in Section 4.3 of the Term Sheet.
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7. Second Team . If a Second Team will play its home games at the Stadium as provided in Article 16 of the Term Sheet (other than a temporary occupancy as described in Section 16.2), the following additional provisions will apply:
(i) The Stadium Authority will reimburse the City up to $250,000 for each of the first two years of Second Team operations for the actual total compensation of a police lieutenant and sergeant to update procedures and protocols for the implementation of the Public Safety Plan as well as agreements with surrounding jurisdictions, and such reimbursement will not count toward the Threshold; (ii) Commencing after the first year a Second Team plays its home games at the Stadium, the Per Game Factor described in Section 4 above will be increased by 6% per year, rather than 4% per year.
8. Dispute Resolution
. If the City, Stadium Authority and 49ers
Stadium Company cannot agree on any Public Safety Cost, the allocation of such costs among NFL Events, Non-NFL Events and Civic Events, or any adjustment of the Threshold pursuant to Section 5(i) above, then, prior to the adoption of the Annual Stadium Operating Budget (or, if such disagreement arises after the adoption of the Annual Stadium Operating Budget, promptly after notice of such disagreement is given to all parties), senior management of each of the Parties will meet and confer in a good faith effort to resolve such disagreement. If such disagreement is not resolved through such good faith discussions, it may be submitted to expedited final alternative dispute resolution ("Expedited ADR"). The Expedited ADR shall be conducted by a panel of three arbitrators, one selected by the City, one selected by 49ers Stadium Company, and the third selected by the first two arbitrators.
The decision of the Expedited ADR panel will be limited to (i) whether o r
not the particular cost is a Public Safety Cost subject to reimbursement by the Stadium Authority, (ii) determining the allocation of the particular costs among NFL Events, Non-NFL Events and Civic Events, and/or (iii) the amount of any increase in the Threshold required under Section 5(i) above.
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ATTACHMENT D
OTHER STADIUM AREA PROPERTY
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ATTACHMENT E
LIST OF DEVELOPMENT FEES
Water Main Fee:
Developer shall pay the City a water main fee for the existing water main along the Tasman Drive frontage of the property (Centennial frontage is considered satisfied). This fee shall be computed at the rate of $60 per foot of street frontage of the property. Based on the 926 feet of frontage of the property along Tasman Drive, the fee would be calculated as: 926 feet x $60/foot = $55,560.00.
Sanitary Sewer Conveyance Fee
:
Developer shall pay the City a sanitary sewer outlet charge. The revenue from the sanitary sewer c onveyance fee shall be used for the acquisition, construction, replacement and debt retirement of off-site sewerage facilities as described in Resolution No. 07-7415 - Exhibit A (Sanitary Sewer Capacity Assessment Study by RMC Water & Environment Inc.). Pursuant to said resolution, this fee shall be computed at the rate of $5.50 per gallon per day of the estimated sanitary sewer effluent. Based on the estimated effluent of 233,000 gallons per day from this developmen t, the fee would be calculated as:
233,000 GPD x $5.50/GPD = $1,281,500.00.
Sanitary Sewer Connection Fee (Sewage Treatment Plant
Expansion Connection Charge):
Developer shall pay the City a sanita ry sewer connection fee to finance capital and debt retirement costs associated with the sewage treatment facilities which are allocated to unused or future capacity. The fee shall be computed at the rate of $4.30 per gallon per day of the estimated sanitary sewer effluent. Based on the estimated effluent of 233,000 gallons per day from this developmen t, the fee would be calculated as:
233,000 GPD x $4.30/GPD = $1,001,900.00.
Street Lighting (UG over 10 Acres)
:
Developer shall pay the City a street lighting fee to cover the cost for the installation of electric facilities used to provide street lighting in and around the property development. The unit basis for the street lighting is the number of acres of developm ent property. The developer is also responsible for providing and installing underground substructures (conduits, manholes, and splice boxes) required for the street light installation in accordance with Silicon Valley Power requirements. The street light fee is calculated by multiplying the number of acres of development by the current fee rate of $1,763.75. Based on the prorated acreage of the project of 9.93 acres, the fee would be calculated as: 9.93 acres X $1,763.75/acres = $17,514.00 (rounded to nearest dollar).
Electric Load Development
:
Developer shall pay the City an electric load development fee to cover the cost for the installation of electric facilities used to deliver electric energy to the new or upgraded development. The unit basis for the Load Development fee is the electric demand increase measured in Kilovolt Amperes (KVA). The developer is also responsible for providing and installing along the property public frontage all underground substructures (conduits, manholes, and splice boxes) required for current and future electric facility installation in accordance with Silicon Valley Power requirements. The Load Development fee is COMPLETE TEXT OF MEASURE J - Continued
calculated by multiplying the electric demand increase (KVA) by the current fee rate of $92.60. Based on the estimated demand increase (KVA) of 9,000 from this development, the fee would be calculated as:
9,000 KVA X $92.60/KVA = $833,400.
Public Works Engineering and Inspection Fee
:
Developers shall pay an engineering and inspection fee , which includes all charges except overtime, fo r engineering and inspection services rendered by the City. The engineering and inspection fee shall be computed at the rate of eight percent (8%) of the total construction cost of all public works facilities and impr ovements (except water facilities), installed by the developer. The developer shall pay all payroll costs for engineering and inspection services requested by the developer outside of the regular City work hours. Such fees shall be due and payable upon demand of the City. Inasmuch as the cost of public works facilities and improvements to be installed by the developer is unknown at this time, this fee is still to be determined.
Water Engineering and Inspection Fee
:
Developers shall pay a water engineering and inspection fee , which includes all charges except overtime, for water engineering and inspection services rendered by the City. The water engineering and inspection fee shall be computed at the rate of eight percent (8%) of the total construction cost of all water facilities (domestic, fire protection and recycled) and improvements installed by the developer. The develope r
shall pay all payroll costs for water engineering and inspection services requested by the developer outside of the regular City work hours.
Such fees shall be due and payable upon demand of the City.
Inasmuch as the cost of water facilities and improvements to be installed by the developer is unknown at this time, this fee is still to be determined.
Total Development Fees (excluding Engineering & Inspection Fees): $3,189,874.00
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ARGUMENT IN FAVOR OF MEASURE J
YES on Measure J. YES for the stadium. YES for Santa Clara.
Measure J is more than just a tremendous economic opportunity for Santa Clara. It makes our city an even better place to live, work and play.
Yes on Measure J brings $249 million in annual economic activity, creating thousands of desperately needed new jobs for local workers who are bearing the brunt of the recession and are struggling to get back to work.
Yes on Measure J provides $26 million that our schools urgently need to battle a crippling deficit that's costing teacher and staff jobs. It contributes tens of millions to the ci ty's General Fund, which funds vital services including police, fire, library, senior and youth programs.
And we can achieve these tremendous benefits without putting the city at risk. Our City Council and budget staff insisted that the legal ordinance text contain ironclad taxpayer protections that completely safeguard our General Fund and our residents from stadium costs.
Everything is covered, including construction costs, operating costs and bond payments. NO NEW OR INCREASED TAXES on city residents.
Our General Fund collects at least $40 million in rent AND the City maintains ownership of the land.
The stadium will be a community asset that creates new entertainment options for residents. Plus, national broadcast of stadium events will be a potent marketing tool to showcase Santa Clara.
That's why Measure J is enthusiastically supported by a coalition of leaders who understand and believe in Santa Clara including four past Mayors and seventeen former and current City Councilmembers; Sheriff Laurie Smith; the Santa Clara Unified School District Board; the Santa Clara Chamber of Commerce; Santa Clara Police and Firefighters Associations; and thousands of residents.
Please join us in putting the power of YES to work for Santa Clara. Yes on Measure J .
www.SCforProgress.com
/s/ Patricia Mahan
Mayor, City of Santa Clara
/s/ Elaine Alquist
State Senator
/s/ Don Callejon
Superintendent, Santa Clara Unified School District - Retired /s/ Barbara E. Ratcliffe
Past Chair, Santa Clara Chamber of Commerce
/s/ Donald "Manny" Ferguson
Police chief, City of Santa Clara - Retired
REBUTTAL TO ARGUMENT IN FAVOR OF MEASURE J
The claim that the stadium will not cost Santa Clarans anything just isn't true. The stadium subsidy causes a $67 million net loss to the General Fund. This is after all future stadium revenues are counted (i.e. rent, event profit, additional taxes collected). If this was a good deal for Santa Clara, it wouldn't show an overall negative return on investment.
No new taxes are now proposed, but to cover the $67 million loss we will eventually have to raise taxes or provide less city services. And the $67 million figure doesn't even count the loss caused by the sweetheart rent deal.
The "money for schools" claim is also misleading. While the Santa Clara Unified School District will get an additional $22 million (in today's dollars) the money doesn't come from the 49ers or the stadium. It comes from the city's redevelopment fund - the same fund used to build bike trails, libraries, and fire stations. The loss to the City is three times the benefit to the School District.
Stadium supporters claim that oper ating costs are "covered" by "ironclad" protections. The fine print shows that the 49ers get to decide how much they pay in operations and maintenance costs. The city cannot force the team to pay more if the maintenance is insufficient.
Although the city is not legally obli gated to make up the difference, who else will?
Let's use public money for public purposes. Please vote no on Measure J.
/s/ Charles R. "Charlie" Arolla
Former Chief of Police, City of Santa Clara
/s/ Anne Creighton
Commissioner, Santa Clara Senior Advisory Commission
/s/ Mary Emerson
Business Operations Manager
/s/ Doris Modesitt
Former Chairwoman, Santa Clara Senior Advisory Commission /s/ Karen L. Hardy
Teacher and Former Commissioner, Santa Clara Planning
Commission
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ARGUMENT AGAINST MEASURE J
The city's economic report shows that when all stadium costs and revenues are added up, the costs greatly outweigh the revenues. $67 Million General Fund Net Loss. The City's economic report shows that our General Fund will lose $67 million as a result of the stadium. This is because money which would otherwise flow into the General Fund is diverted to the stadium. It might be worth dealing with the traffic and parking issues if the stadium were profitable, but why spend money on a deal which is projected to lose money? Negative Return on Investment . Santa Clara is required to direct $114 million to the stadium project, and provide the land. In return, Santa Clara receives only $57 million from various sources — less than half our contribution. The 49ers won't lose money on the stadium. Why should we?
Sweetheart Deal on City-owned Land . The stadium deal requires Santa Clara to extend the unbelievably low rent that the 49ers have on their training center. The 49ers only pay Santa Clara about $26,000 per year for 11.2 acres. Three nearby businesses pay Santa Clara $1.4 million, $1 million, and $0.5 million per year for properties less than half as big. Why should the 49ers pay only 1% of what others pay? Small Economic Impact Doesn't Justify Subsidy . Most stadium jobs will be low-wage and part-time. Only 7% of construction jobs will go to Santa Clarans and about 1% of construction spending will occur in Santa Clara. The stadium will account for only 1/1000 of Santa Clara's economy. Many Santa Clara companies provide much more to our city's economy, and better jobs, without asking for a subsidy.
Football is a great sport, but public safety, streets, libraries, and parks are more important. Please vote no on J
For supporting documents: www.SantaClaraPlaysFair.org.
/s/ Will Kennedy
Councilman, City of Santa Clara
/s/ Jamie McLeod
Councilwoman, City of Santa Clara
/s/ William A. Gissler
Former Mayor and Councilman, City of Santa Clara
/s/ Judy Boccignone
Former City Clerk, City of Santa Clara
/s/ Michele Ryan
Teacher and Chair, Santa Clara Plays Fair
REBUTTAL TO ARGUMENT AGAINST MEASURE J
Opponent's assertions about Measure J fail to provide a single element of proof. For a clearer picture, pl ease consider the objective facts on Santa Clara's website: www.santaclaraca.gov and carefully review the strict protections and benefits in the ordinance you are voting on.
Measure J generates $249,000,000 annually in regional economic benefits and 2,200 jobs (CSL study, 4/4/07).
Measure J directly contributes an estimated $155 million in performance rent payments (KMA presentation, 6/2/09) plus $40,000,000 in guaranteed base rent payments (ordinance
17.20.020(f)), plus up to $10,000,000 in new funds for senior, youth and library programs (ordinance 17.20.020(m)).
Measure J triggers $26,000,000 to Santa Clara Schools (City agenda report 6/2/09).
Measure J contains ironclad taxpayer protections that legally protect the City from construction cost overruns (ordinance 17.20.020(k) )
and maintenance costs (ordinance 17.20.020(j)) and prohibit new taxes on city residents for the stadium (ordinance 17.20.020(i)). Santa Clara's General Fund is explicitly protected (ordinance 17.20.020(b and c)).
The benefits of Measure J are not speculative. Based on our past successes creating our own utility co mpany; preserving Great America; building our world class Convention Center, and creating economic powerhouses like the North of Bayshore Business District, voters can have confidence that Santa Clara has done it before and will be successful again with this project.
For opponents to suggest that Santa Clara's City Staff, who are fiscally prudent and exacting, would recommend a bad deal for Santa Clara is simply wrong. Please join hundreds of Santa Clarans who've publicly endorsed Yes on J.
See and hear their reasons at www.SCforProgress.com.
/s/ Donald R Von Raesfeld
Former Santa Clara City Manager (1962-1987)
/s/ Elise DeYoung
Vice President, Santa Clara Unified School District Board of Trustees /s/ Carl Guardino
President and CEO, Silicon Valley Leadership Group
/s/ John McLemore
Former City Councilmember, City of Santa Clara
/s/ Dawn Lucero
Parent Teacher Student Association President, Santa Clara High School
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City of Santa Clara
Agenda Report
1500 Warburton Avenue
Santa Clara, CA 95050
santaclaraca.gov
@SantaClaraCity
22-264 Agenda Date: 2/22/2022
REPORT TO STADIUM AUTHORITY BOARD
SUBJECT
Presentation and Potential Action on Levi’s Stadium Marketing Plan Assessments
BOARD PILLAR
Ensure Compliance with Measure J and Manage Levi’s Stadium
BACKGROUND
The Stadium Management Agreement (Management Agreement) between the Stadium Authority and Forty Niners Stadium Management Company, LLC (ManCo) requires ManCo to develop a Marketing Plan for Non-NFL Events to be included in the Stadium Operation and Maintenance Plan (SOMP) and mutually agreed on by the Stadium Manager and Stadium Authority. The provision reads as follows:
4.10 Marketing Plan. Until the exercise of any Non-NFL Event Replacement Right, the Stadium Operation and Maintenance Plan shall include a marketing plan setting forth in reasonable detail the Stadium Manager's plans to develop, implement and monitor marketing, booking, advertising and promotion of Non-NFL Events for the Stadium, which marketing plan shall be mutually agreed upon by the Stadium Manager and the Stadium Authority (the "Marketing Plan"). If the Stadium Authority exercises the Non-NFL Event Replacement Right, the Stadium Authority and the Stadium Manager will develop a similar plan with the third-party provider.
The Stadium Manager is also required to “use commercially reasonable efforts, consistent with the Marketing Plan, to market, promote, schedule and book Non-NFL Events and other activities at the Stadium in accordance with the Scheduling Procedures” (First Amendment to the Stadium Management Agreement, Section 3.2 Marketing Plan; Contracting Authority). As such, the Marketing Plan has direct effect on the marketing and booking of Non-NFL Events at Levi’s Stadium.
As part of the Stadium Authority Board’s March 23, 2021 action on the 2021 Marketing Plan, the Board took action to pursue an independent third-party consultant to review and assess the Marketing Plan. As part of the same action, the Board also delegated authority to the Executive Director to conduct a competitive Request for Proposal, enter into an agreement for such services, and approve any budget amendments associated with the action. Staff conducted a competitive procurement process and a review panel selected Stone Planning LLC as the most qualified respondent.
This report transmits the third-party Levi’s Stadium Marketing Plan Assessments (Attachment 1) prepared by Stone Planning and its subcontractor, The Rooney Sports & Entertainment Group.
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Stone Planning LLC is an independent consulting firm that assists in the planning and operations of sports and entertainment venues and events. Stone Planning’s services include feasibility and economic impact studies, management and competitive analyses, and other research and advisory consulting. Stone Planning’s client list includes the Oakland-Alameda County Coliseum Authority, the City of Inglewood, the City of Carson, the San Diego Regional Economic Development Corporation, the Green Bay/Brown County Professional Football Stadium District, the Maryland Stadium Authority, the Louisville Arena Authority, the Louisiana Stadium and Exposition District, Connecticut’s Capital Region Development Authority, and New Jersey’s Casino Reinvestment Development Authority.
The Rooney Sports and Entertainment Group provides consultation in the areas of event and venue launches, sponsorship, and marketing, as well as revenue-generating initiatives, specializing in sports-and entertainment-related venues. Its principals have worked with numerous major professional sports franchises and stadiums in developing live entertainment programming, and have served as facility operators and developers, and in executive roles with professional sports franchises and facilities.
DISCUSSION
Pursuant to City Code Section 2.105.330(b), a competitive request for Statement of Qualifications (SOQ) was conducted for this procurement, with the award recommendation based on “best value.” The factors considered in the award were proposal responsiveness, experience and availability of the firm/time to complete the Plan Assessments, experience of the team, and cost.
In August 2021, the Stadium Authority released a SOQ for assessments of the 2020 and 2021 Marketing Plans. The 2020 Marketing Plan was included in the assessment because it was prepared pre-COVID-19 and the region began resuming large events during Summer 2021 while the 2021 Marketing Plan mainly focused on COVID-19 impacts. The SOQ was published on DemandStar, the Stadium Authority’s e-procurement system, and was also advertised on BidSync, the City’s e- procurement system. Nine companies viewed the SOQ in DemandStar and 49 companies viewed the SOQ in BidSync, and two proposals were received from the following firms:
· Aderassa Group
· Stone Planning LLC and its subcontractor, The Rooney Sports and Entertainment Group The proposals were independently evaluated by a three-member evaluation team. The proposals were evaluated and ranked against the criteria published in the SOQ. Based on receiving the highest overall score, staff awarded the contract to Stone Planning LLC in the amount of $49,500. The firm and its subcontractor demonstrated the industry expertise and experience required to assess the 2020 and 2021 Marketing Plans.
The SOQ and the Stadium Authority’s agreement with Stone Planning LLC includes the following scope:
Review, assess, and evaluate the Draft 2020 and 2021 Marketing Plans in the following key areas:
venue positioning, goals and objectives, marketing strategy, and research and data.
Venue Positioning
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Weaknesses, Opportunities, and Threats (SWOT).
· Assess how the Marketing Plans describe Levi’s Stadium’s position in the local and regional market and utilize that positioning to guide marketing strategies.
Goals and Objectives
· Assess how the Marketing Plans outline goals, objectives, activities, timelines, milestones, resource requirements and an implementation plan for each of the aforementioned key areas.
Marketing Strategy
· Assess how the Marketing Plans utilize research and data-based strategies to inform approaches to increase revenue.
· Assess the Marketing Plans’ recommendations for future market positioning. · Assess how the Marketing Plans evaluate, benchmark and measure the success of its marketing strategies/expenditures of marketing funds for ticketed and non-ticketed events. · Assess how the Marketing Plans outline a roadmap for creative execution across traditional and digital platforms.
· Provide a general assessment of the Marketing Plans’ media schedule and marketing budget.
Research and Data
· Assess the quantitative and qualitative market research for each of the target audience segments in the Marketing Plans.
· Assess the Marketing Plans’ quantitative and qualitative performance measures and their correlation to data driven decisions.
· Assess the Marketing Plans’ Key Performance Indicators (KPIs) and their alignment to marketing performance.
· Assess the Marketing Plans and Stadium Authority KPIs and their alignment to fiscal decision- making related to staffing, marketing expenditures and return on investment.
Final Work Product
· Aside from the key assessment areas outline above, the Contractor should use their experience and expertise in marketing stadiums and/or large venues to evaluate whether there are any other key areas that should be explored to attract more event bookings.
Stone Planning and The Rooney Sports & Entertainment Group have prepared the attached Levi’s Stadium Marketing Plan Assessments and will present their findings to the Board. In summary their overall assessment as contain in their report is as follows:
2020 Marketing Plan - Overall Assessment
In general, the Plan documents the intent of the Stadium Manager to incorporate many best sales practices and trends in the industry, in both the special event and major event business lines at Levi’s Stadium. As examples, the appointments of a Chief Revenue Officer and special events Business Development manager, the integration of a CRM system, dynamic pricing, establishment of the special events LinkedIn business page, development of the South Club, creation of turnkey sales packages, and the intent to develop smaller and more intimate events indicate that the Stadium Manager is following industry trends and seeking to expand its major and special events business to a wider audience.
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However, while the plan hints at sales successes, it fails to quantify how marketing initiatives provide a ROI. Without data and context, and more comprehensive information in general, it is impossible to determine if the Stadium Manager’s strategies and initiatives are properly targeted or provide ROI, or to
apply any measures of accountability. This lack of information makes the Plan incomplete in many ways.
2021 Marketing Plan - Overall Assessment
In general, much of the new information provided in the 2021 Plan (compared to the 2020 Plan) described the Stadium Manager’s response to COVID. We believe that the specific actions described by the Stadium Manager, to mitigate the loss of business and to protect future business, were appropriate.
However, the 2021 Plan also lacks the type of detail, data, context, and accountability as described in our overall assessment of the 2020 Plan.
On January 31, 2022, the Stadium Manager submitted the Draft 2022 Non-NFL Events Marketing Plan (Attachment 2) as part of the Stadium Authority FY 2022/23 budget process. In past years, the Stadium Authority Board has acted on the Draft Non-NFL Events Marketing Plan as part its consideration and adoption of the Stadium Authority Operating, Debt Service, and Capital Budget.
The Board’s consideration and action on the proposed Stadium Authority FY 2022/23 Operating, Debt Service, and Capital Budget is currently scheduled for March 15, 2022.
ENVIRONMENTAL REVIEW
The action being considered does not constitute a “project” within the meaning of the California Environmental Quality Act (“CEQA”) pursuant to CEQA Guidelines section 15378(b)(5) in that it is a governmental organizational or administrative activity that will not result in direct or indirect changes in the environment.
FISCAL IMPACT
There are existing appropriations in the Stadium Authority FY 2021/22 Adopted Budget under the Operating Budget, Executive Director and Board Directives line item to cover the agreement amount of $49,500.
COORDINATION
This report was coordinated with the City’s Purchasing Manager, the Treasurer’s Office, and the Chief Assistant City Attorney.
PUBLIC CONTACT
Public contact was made by posting the Council agenda on the City’s official-notice bulletin board outside City Hall Council Chambers. A complete agenda packet is available on the City’s website and in the City Clerk’s Office at least 72 hours prior to a Regular Meeting and 24 hours prior to a Special Meeting. A hard copy of any agenda report may be requested by contacting the City Clerk’s Office at (408) 615-2220, email [email protected] <mailto:[email protected]> or at the
public information desk at any City of Santa Clara public library.
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ALTERNATIVES
1. Note and file the Levi’s Stadium Marketing Plan Assessments by Stone Planning and The Rooney Sports & Entertainment Group;
2. If the Board desires to have the Draft 2022 Marketing Plan updated to incorporate the assessment feedback, provide direction to the Stadium Manager on requested updates and to submit the revised Draft 2022 Marketing Plan for Board action at the March 15 or March 22, 2022 meeting; or
3. Any other direction from the Board.
RECOMMENDATION
1. Note and file the Levi’s Stadium Marketing Plan Assessments by Stone Planning and The Rooney Sports & Entertainment Group; and
2. If the Board desires to have the Draft 2022 Marketing Plan updated to incorporate the assessment feedback, provide direction to the Stadium Manager on requested updates and to submit the revised Draft 2022 Marketing Plan for Board action at the March 15 or March 22, 2022 meeting.
Prepared by: Christine Jung, Assistant to the Executive Director Approved by: Deanna J. Santana, Executive Director
ATTACHMENTS
1. Levi’s Stadium Marketing Plan Assessments
2. Draft 2022 Non-NFL Events Marketing Plan
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Levi’s Stadium Marketing
Plan Assessments
February 17, 2022
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 2 February 17, 2022
Santa Clara Stadium Authority
1500 Warburton Avenue
Santa Clara, CA 95050
Dear Sir or Madam:
Stone Planning LLC and The Rooney Sports and Entertainment Group have completed our assessments of the 2020 and 2021 Non -NFL Events Marketing Plans that have been submitted to the Santa Clara Stadium Authority. The attached report presents the results of our findings.
Stone Planning is an independent consulting firm that assists in the planning and operations of sports and entertainment venues and events. Our services include feasibility and economic impact studies, management and competitive analyses, and other research and advisory. Past clients h ave included the Oakland-Alameda County Coliseum Authority, the City of Inglewood, the City of Carson, the San Diego Regional Economic Development Corporation, the Green Bay/Brown County Professional Football Stadium District, the Maryland Stadium Authorit y, the Louisville Arena Authority, the Louisiana Stadium and Exposition District, Connecticut’s Capital Region Development Authority, New Jersey’s Casino Reinvestment Development Authority, and many others.
The Rooney Sports and Entertainment Group provides consultation in the areas of event and venue launches, sponsorship, and marketing, as well as revenue-generating initiatives, specializing in sports- and entertainment-related venues. Its principals have worked with numerous major professional sports franchises and stadiums in developing live entertainment programming, and have served as facility operators and developers, and in executive roles with professional sports franchises and facilities.
The analyses presented in this report are based on the information contained within the Marketing Plans, and we have not spoken with local or industry stakeholders in order to supplement our understanding of the Marketing Plans, local and stadium dynamics, or any other variables that may impact the stadium and its operations. Neither Stone Planning LLC, its managers, members, officers, employees, agents nor representatives makes any representation or warranty, expressed or implied, as to the accuracy or completeness of this report or any of its contents, and no legal liability is assumed or is to be implied against any of the aforementioned with respect thereto. This report does not purport to contain all of the information that may be required to evaluate all of the factors which would be relevant.
We have enjoyed working with you on this engagement. Should you need anything else, please let us know.
Sincerely,
Stone Planning LLC
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2020 Marketing Plan
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 4 This section summarizes our assessment of the 2020 Marketing Plan (Plan), by subject. Section numbers refer to those listed in the Authority’s Request for Statement of Qualifications.
2. Venue Positioning
2.1 Evaluation of the Plan’s strategic assessment of clients, business trends, and strengths, weaknesses, opportunities, and threats (SWOT).
Summary of Plan Contents
The Plan addresses a number of matters that are responsive to these subjects. For example:
o Assessment of clients – the Stadium Manager lists multiple ways in which it has assessed clients and its potential client base, such as by attending local and national networking events, hosting prospecting events and focus groups, conducting fan surveys, collaborating with local partners such as the convention center, meeting with concert and festival promoters, and creating turnkey packages to more easily book proms based on the identified demand. o Business trends – the Plan cites the changing “ticketing landscape and financial models behind sports and entertainment” and the resulting need to adapt with new products. o Strengths, weaknesses, opportunities, and threats that are identified in the Plan:
o Strengths: strong client survey results, the ability to promote non-NFL events during 49ers games and other opportunities to leverage associated Stadium Manager businesses, products such as Executive Huddle, and others.
o Weaknesses: potential stadium users/clients generally don’t think about using private event spaces in a stadium for their events, and the (then) lack of a Santa Clara CVB. o Opportunities: creation of a sales kit with 360-degree photos of private event spaces, the strength of the Bay Area’s corporate base for private events, the ability to take advantage of relationships with teams, leagues, and industries to bring events to t he stadium, and exploring opportunities to bring new event types to the stadium. o Threats: the stadium’s (now previous) curfew policy (which also could have been considered a weakness).
Analysis of Plan Contents
We believe that the client assessment, discussion of business trends, and SWOT analyses are likely incomplete and in many cases could be more detailed. There are other factors that could be relevant for these subjects, such as the character of the local business and resident base, a wide range of (pre-COVID) trends that are impacting the sports, entertainment, and events industries, the development of new venues, and presumably other factors that could be considered strengths, weaknesses, opportunities, and threats of the stadium.
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 5 2.2 Assessment of the Plan’s description of Levi’s Stadium’s position in the local and regional market and utilization of that positioning to guide marketing strategies.
Summary of Plan Contents
There is very little information in the Plan regarding the stadium’s local/regional competitive position, and how its positioning guides marketing strategies. There is reference to Levi’s Stadium being the only NFL stadium in the Bay Area and that it has significant square footage for large private groups.
Analysis of Plan Contents
However, there is no discussion of variables that impact its competitive position, such as:
o Definitions of the local and/or regional market (such as by geography or media market) , for the purposes of various event types. It is expected that any facility will have an understanding of its market area(s) and their individual components, particularly once it has operating history. Methods of determining market areas can be through demographic analysis, discussions with partners such as promoters, media, ticketing platforms and other facility users, analysis of past event data, and others. Data from past ticket sales can show penetration by geo graphic area and any changes over time, and the resulting distances that people are willing to travel for stadium events. This data can also be used to measure Return on Investment (ROI) on where marketing dollars were spent geographically.
Demographic da ta can also be used to target specific event genres and other results . The collection and analysis of demographic data for which to determine target audiences is a standard venue marketing practice. Collected data is analyzed and used to determine the geog raphical location, interests, income levels, and discretionary spending patterns of audiences. This data guides marketing spends through the determination of how and where audiences consume content. Venues utilize this data to attract sponsorship partners and demonstrate ticket buying interest to promoters.
o The presence of other facilities in the market that could compete with the stadium for various event types, such as:
o Stadiums – while Levi’s Stadium is technically the only NFL stadium in the area, Oakland’s RingCentral Coliseum is a former NFL stadium (and current MLB stadium ) that could potentially compete with Levi’s Stadium for events. Other non-NFL stadiums in the area, such as Oracle Park and PayPal Park, could also be relevant competitors, despite their smaller capacities.
o Convention centers, hotels, and other similar event facilities – such as the Santa Clara Convention Center, hotels with significant meeting space, and other special event spaces. o How the stadium can, or does , compete with other facilities (such as on size, quality, location, price, amenities, and/or other factors).
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 6 o Relationships of the facility – and other local facilities – with partners (such as promoters) that could influence the competitive environment and the ability to attract and book events. For example, in a competitive environment, it is possible that a major promoter is already established in a market and either owns its own facility or has an exclusive relationship with a facility, which would impact that promoter’s ability to use, or interest in using , other facilities. It is also possible that an established promoter can route events around a market if they are promoting in nearby markets.
But in general, a stadium operator’s relationships with promoters is a relevant factor in developing event opportunities, and strong relationships built over time will only benefit a facility. Promoters seek to do business with venue partners they can both trust and leverage. Possessing a good relationship and a pre-negotiated agreement with a promoter greatly increases a facility’s booking potential. The frantic pace of tour routing benefits a venue that understands what the promoter wants and how to leverage its own revenue streams to secure the booking.
3. Goals and Objectives
3.1 Assessment of how the Plan outlines goals, objectives, activities, timelines, milestones, resource requirements, and an implementation plan for each of the aforementioned key areas.
Summary of Plan Contents
The Plan lists many goals, objectives, activities, and milestones, such as the following (some of which are also mentioned in other sections of this assessment):
o Goals and objectives: focusing on new and repeat business, increasing leads and bookings, creating packages for small events, increasing event profitability, improving relationships with event promoters and producers, enhancing the attendee experience, increasing the diversity of ticketed events, reviewing the (since changed) curfew policy, and others. o Activities: focus groups, creating an improved bidding process, various networking initiatives, creation of the Major Events Leadership team, and others. o Milestones: the number of non-major event attendees and the number of certain types of events, increased attendance at major events, the share of repeat clients, and others.
Analysis of Plan Contents
There is little to no discussion of timelines, resource requirements, or implementation plans for the items listed above, and goals and objectives are vague. Without these measures of accountability, it is difficult to gauge the future success of any listed goals and objectives, or the benefit of any activities undertaken.
In addition, while various milestones are mentioned in the Plan, there is no information (such as historical numbers, expectations, budgeted amounts, industry norms, etc.) that provides broader context over time to better understand the results. Any proprietary Stadium Manager data can be shared with the Authority in a non-public document.
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 7 While public- and private-sector entities may have different goals through a public/private partnership, it is important to have goals that are measurable and reflect each side’s needs and desires, in order to guide policy, staffing, strategic direction, the investment and allocation of resources, and expectations and accountability.
4. Marketing Strategy
4.1 Assessment of how the Plan utilizes research and data-based strategies to inform approaches to increase revenue.
Summary of Plan Contents
The Plan describes various research and data that have been utilized with the goal of increasing revenue.
These include the use of CRM software, the use of past event data, the Executive Huddle data center, tracking of external ticket data, A/B testing, and others. This research and data are commonly used in the industry.
The Plan also lists strategies that have been employed as a result of the Stadium Manager’s research, such as targeted marketing campaigns based on past event data and A/B testing, dynamic pricing for tickets and event spaces, the improvement of the F&B experience based on attendee surveys, the creation of event packages for small events, and others.
Analysis of Plan Contents
While the Plan mentions that the intent of various activities, strategies, and initiatives are to increase revenue, there is no identification or quantification of current revenues or future goals for increases.
Without revenue reporting, annual sales benchmarks cannot be established, year-over-year sales growth cannot be measured, and the ROI from marketing spend cannot be determined.
There is also no mention of timelines for reaching any goals, or specific quantification of any actual results and whether they met goals or budgets. (As examples, the Plan describes that marketing campaigns led to additional event bookings but provides no context on whether the number of events was considered a success, met any goals, etc.; also, that dynamic pricing was employed to increase usage of underutilized spaces but it is not known whether the strategy was a financial success.)
As described above, it is important to have goals and accountability, particularly as it relates to revenue.
In order to do this, historic, current, and projected/budgeted amounts must be identified and agreed upon, in order to define goals and associated timelines, as performance (or lack thereof) should influence future decisions, strategic shifts, investments, and allocations.
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 8 4.2 Assessment of the Plan’s recommendations for future market positioning.
Summary of Plan Contents
As described in the Venue Positioning section, the Plan includes little discussion of the stadium’s competitive environment; however, without context of the stadium’s current and expected future market positioning, there is discussion of multiple ways in which the stadium can take advantage of its strengths and opportunities, improve its offerings, and minimize weaknesses, including the following (and others that are listed in other sections):
o Addition of new event spaces (such as the South Club a nd a similar area in the stadium’s northwestern quadrant).
o The use of dynamic pricing for rental rates and minimum spends, as well as for event tickets. o Improvement of the bidding process and creation of turnkey event packages. o Exploring the ability to host other types of major events, using the stadium and its infrastructure. o The use of Loaded Tickets to increase attendance and attendee spending. o Hosting recurring events and events with less risk.
Analysis of Plan Contents
While all of these initi atives appear worthy, it is difficult to connect them to a specific stadium need or measure their effectiveness due to the lack of other information, as previously described.
4.3 Assessment of how the Plan evaluates, benchmarks, and measures the success of its marketing strategies/expenditures of marketing funds for ticketed and non-ticketed events.
Summary of Plan Contents
As previously described, there is little to no measurement of success of any of the Stadium Manager’s activities and initiatives, or areas of focus/improvement. There are general references to results (such as the number of events and attendees, repeat business, etc.) but no specific targets for accountability. There is also little detail regarding marketing strategies.
Analysis of Plan Contents
Marketing strategies could include whether marketing various types of events are targeting the correct audience, development of a stadium brand, how well the 49ers’ audience and database compare and contrast to those of past and potential major stadium events, and others.
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 9 In addition, while there is reference to activities that clearly require the expenditure of marketing funds (such as hosting and traveling to industry and networking events), there is no discussion of amounts spent, expected/budgeted vs. actual results, or ROI. As an example of ROI, was the expense of participating in an industry trade show worth the investment? Should the Stadium Manager invest more, less, or decline to participate in the future? Operating on a static annual marketing plan, in which investments are made without regard for return , will produce diminishing results. To properly budget and target marketing spends, a measurement of marketing performance is required. Previous sections above address the importance of having measurable goals, whether they relate to usage, customer service, revenues, expenses, and/or ROI. (We understand that the Stadium Manager has the ability to share sensitive information in a proprietary, non-public document.)
Also, as previously described, without the ability to identify actual and budgeted amounts spent, ROI, and any other quant ifiable measures, it is not possible to ensure that funds are being spent or allocated appropriately, which has implications for broader strategic direction. And in the case of a publicly-owned asset, it can be important to communicate how the stadium is performing relative to expectations.
4.4 Assessment of how the Plan outlines a roadmap for creative execution across traditional and digital platforms.
Summary of Plan Contents
As previously mentioned, there is little information in the Plan regarding goals, timelines, and execution; however, there is discussion of various initiatives that utilize traditional and digital media, such as:
o The general use of social media and email (as well as gift baskets) to connect and stay in contact with potential clients.
o The development and maintenance of a LinkedIn page for special events , as well as a quarterly newsletter.
o Facebook ad campaigns.
o Improved website sales collateral.
o Promotion of major events on signage at 49ers games.
Analysis of Plan Contents
The success of these initiatives, as well as any costs and ROI, are not identified in the Plan. The presumed costs associated various initiatives range from hundreds of dollars for Facebook ad campaigns, to thousands for website sales collateral, to tens of thousands for client gifts and the promotion of major events on signage at 49ers home games. Without established Key Performance Indicators in place or Return on Ad Spend (ROAS) analysis, it is impossible to determine if these initiatives are successful. In addition to the hard marketing costs, the investment of the Stadium Manager’s staff to self -produce I
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 10 initiatives like social media content and a quarterly newsletter must be measured to determine if these efforts are a good use of paid time.
4.5 Assessment of the Plan’s media schedule and marketing budget.
Summary of Plan Contents
Beyond initiatives described above, the Plan does not address strategies for media outreach or associated budgets, nor greater detail such as outreach via specific channels or types of marketing categories.
Analysis of Plan Contents
We believe this type of information can be expected to ap pear in such a Plan . Similar to our analysis of Section 4.4, it is crucial in strategic planning, allocation of resources, and determination of ROI.
5. Research and Data
5.1 Assessment of the quantitative and qualitative market research for each of the target audience segments in the Plan.
Summary of Plan Contents
The Plan references a desire to attract more diverse events and audiences to the stadium, and that the Stadium Manager is in the process of better understanding its market and what the community wants.
While we have not assessed the 2019 Plan, we are aware that it references the 2018 launch of the Levi’s Stadium Special Events (LSSE) logo under the (existing) Levi’s Stadium brand. Also, the 2020 Plan recaps the 2019 LSSE marketing achievements of creating a sales kit with 360-degree photos of event spaces, a virtual tour of the stadium, and the creation of a LinkedIn business page.
Analysis of Plan Contents
However, despite the stated desire to attract more diverse users, there is no detail regarding market research that will achieve this (or other goals), including but not limited to demographics and market reach.
In addition, there is no reference to any type of Levi’s Stadium branding campaign or how to broadcast/market it. Branding that is specific to the stadium is needed to create a unique event destination identity for the venue, separate from the NFL tenant. And despite the LSSE marketing initiatives, the 2020 Plan does not mention a marketing campaign, sales tools, or guides, such as a comprehensive Promoter or Technical guide for the Major Events business.
Also, in general, while the Stadium Manager’s access to the 49ers’ database can help to generate ticket sales for major events, this database is likely not adequate to generate sufficient ticket sales for most major I
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 11 non-sporting, non-NFL events. While we have not had access to the 49ers’ databases, acc ording to research, the 55+ age demographic represents the largest percentage of NFL fans (37%), and the second- largest group is 35 to 54 (34%). This older NFL demographic does not align with the younger demographic for festivals (average age of 32) and many concerts. In addition, the ethnicity of the average NFL fan (77% Caucasian, 15% African-American, and 8% Hispanic) does not align with events such as international soccer matches or ethnic music festivals, or of the surrounding Santa Clara/San Francisco market in general. Every market has its own unique characteristics, and these need to be explored in order to attract the right events and maximize their chances for success.
5.2 Assessment of the Plan’s quantitative and qualitative performance measures and their correlation to data-driven decisions.
Summary of Plan Contents
As previously mentioned, aside from references to results such as a number of events held or labeling an initiative a “success,” there is little information in the Plan that provides either quantitative or qualitative performance measures, or their connection to strategic decisions that led to initiatives. As an example, the Plan states that “Levi’s Stadium is proud of the high percentage (52% in 2019) of repeat business year over year,” but there is no context – such as a goal or previous results – that allows this performance to be measured as a success.
Analysis of Plan Contents
In previous sections above, we discuss the importance of having specific performance measures and their role in strategic planning, allocating resources, and quantifying ROI.
5.3 Assessment of the Plan’s Key Performance Indicators and their alignment to marketing performance.
Summary of Plan Contents
The Plan references various measures of performance, such as number of events and attendees, share of repeat business, and certain survey results. While these are the types of results (among many others) that could be considered KPIs, it is difficult to measure any results due to a lack of information regarding budgets, goals, industry expectations, or prior results. Managing with the use of KPIs requires setting targets and tracking progress against those targets. The Plan presents some KPI leading and lag ging indicators, such as the number of tradeshows that the Special Events sales team attended and the resulting one-on-one client meetings and stadium visits.
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 12 Analysis of Plan Contents
Despite the references to certain results, the Plan is incomplete, as it does not provide needed information that would connect results to underlying strategies (for example, the amount of sales generated directly from the trade show initiative).
5.4 Assessment of the Plan and Stadium Authority’s KPIs and th eir alignment to fiscal decision -making related to staffing, marketing expenditures, and ROI.
Summary of Plan Contents
Similar to other components of this assessment, there is little information that is responsive to this point.
As previously mentioned, aside from references to certain results without broader context, there is little to no information regarding true key performance measures , their connection to strategi c decisions, or expenditures and ROI.
Analysis of Plan Contents
We believe that it is appropriate for the Authority and Stadium Manager to have agreed -upon KPIs, and we are aware that the Authority has proposed various KPIs to be adopted by the Stadium Manager but that there are currently no formal KPIs.
6. Other Information
Per the defined scope of work, we have only reviewed the Plan and we have not obtained feedback from external sources or reviewed additional documents in order to supplement the information contained within the Plan. Input from stakeholders such as event promoters, agents, and managers; representatives of other stadiums and other industry contacts ; and review of Levi’s Stadium data such as ticket sales reports, event settlements, contracts, and others would assist in the ability to provide specific recommendations regarding assessment of factors such as the competitive environment and the stadium’s operations, and to help increase stadium usage and financial performance.
In addition to our findings described above, and based solely on the information in the Plan, the following factors, among others, could potentially account for the stadium’s level of non-NFL usage and revenues (particularly for major events):
o Specifics of deal terms agreed to between the Stadium Manager and stadium users. o Relationships with partners such as promoters and others in the industry. o The experience and skill of the Stadium Manager and its key employees.
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 13 o Multi-year trends that show the geography of ticket sales (for example, whether the stadium draws sales from populated areas of the market that need to be reached, and whether this has changed over time).
o Is the stadium’s location and/or accessibility a factor that limits event bookings? o The influence of new venues outside of the local market area that could also be competitive to Levi’s Stadium.
o The desire or need for the Stadium Manager to promote major events (and therefore assume more risk and reward) vs. rent the stadium to outside promoters. o The influence of labor costs in the Bay Area on the ability of an event to be financially successful. o The past impact of curfews on event bookings (although this issue has been resolved for the future).
o Whether event revenues to be shared with the Authority are being diverted to other entities. o Whether stadium infrastructure (such as points of sale) limits the ability to generate revenues that are typically expected from this type of facility.
o The reputation of the stadium within the industry (such as promoters, agents, managers, and artists).
In addition to the above and other items provided in this assessment, other actions could further help to increase stadium usage and measurement of results in the future, such as:
o Adoption of mutually-agreed-upon Authority KPIs.
o A general and mutual understanding of event, competitive, and other dynamics that influence the ability of the facility to both attract and successfully host events. o Agreement on the content to be provided in future Plans. o Assessment of the stadium’s physical condition or benchmarking to other similar stadiums, and any needed capital improvements.
o Potential partnerships with nearby facilities, use of stadium grounds, or devel opment of new facilities onsite.
Overall Assessment
In general, the Plan documents the intent of the Stadium Manager to incorporate many best sales practices and trends in the industry, in both the special event and major event business lines at Levi’s Stadium. As examples, the appointments of a Chief Revenue Officer and special events Business Development manager, the integration of a CRM system, dynamic pricing, establishment of the special events LinkedIn business page, development of the South Club, creation of turnkey sales packages , and the intent to I
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 14 develop smaller and more intimate events indicate that the Stadium Manager is following industry trends and seeking to expand its major and special events business to a wider audience.
However, while the plan hints at sales successes , it fails to quantify how marketing initiatives provide a ROI. Without data and context, and more comprehensive information in general, it is impossible to determine if the Stadium Manager’s strategies and initiatives are properly targeted or provide ROI, or to apply any measures of accountability. This lack of information makes the Plan incomplete in many ways.
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2021 Marketing Plan
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 16 This section summarizes our assessment of the 2021 Plan, by subject. When no new or additional information was provided in the 2021 Plan compared to the 2020 Plan, we refer to our assessment of the 2020 Plan.
2. Venue Positioning
2.1 Evaluation of the Plan’s strategic assessment of clients, business trends, and strengths, weaknesses, opportunities, and threats (SWOT).
Summary of Plan Contents
The Plan addresses a number of matters that are responsive to these subjects. As COVID created a unique environment, many of the points mentioned in the Plan could be included in multiple categories (i.e. as both a threat and weakness, or a threat and opportunity). For example:
o Assessment of clients – the client survey that was created in August 2020 in response COVID was an attempt to begin to understand how they were responding to COVID in regards to their events and facility usage.
o Business trends – clearly, the impact of COVID was the overarching trend for live sports and entertainment venues in 2020 and 2021 , and the Stadium Manager responded to this trend in multiple ways. Other trends that were created by COVID and addressed by the Stadium Manager, as described in the Plan, include the creation of hybrid (live and virtual) eve nt packages and the increasing amount of turnover in the industry.
o Strengths, weaknesses, opportunities, and threats:
o Strengths: there is little reference to stadium strengths in the Plan, aside from having large and outdoor event spaces that could potentially be utilized during COVID; however, any live event venue had very few strengths in 2020. To the extent that they can be considered strengths, COVID did create certain new opportunities for venues (as described below). o Weaknesses: in addition to the obvious COVID -related weaknesses of the stadium, the Plan references its (then) curfew policy.
o Opportunities: in response to COVID, opportunities were created for the Stadium Manager, including taking advantage of the facility’s outdoor sp aces, the potential for virtual events, being well-positioned to host events once restrictions are lifted, and the ability to start working with the new Discover Santa Clara. o Threats: beyond the overarching threat of COVID, more specific threats referenced in the Plan include the loss of events and the difficulty in being able to agree to profitable event terms under the restrictions, the difficulty in reaching out to clients because of COVID (as well as their own employee turnover), the expected increase in competition for booking events in 2022 and 2023.
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 17 In addition to the items described above, others can be considered an opportunity resulting from the threat of COVID. These include the ability of the sales team to focus on increasing future bookings an d focusing on alternative ways to connect with clients and potential clients.
Analysis of Plan Contents
As it relates specifically to COVID, it appears that the Stadium Manager had an appropriate response to the challenging environment and the resulting uncertainty, as it is described in the Plan. However, despite the needed emphasis on COVID-related issues, items that we referenced as missing in the 2020 Plan were also not included in the 2021 Plan.
2.2 Assessment of the Plan’s description of Levi’s Stadium’s position in the local and regional market and utilization of that positioning to guide marketing strategies.
Summary of Plan Contents
As with the 2020 Plan, there is very little information in the 2021 Plan regarding the stadium’s local/regional competitive position, and how its positioning guides marketing strategies. However, without an understanding of the stadium’s competitive position, there is reference to marketing strategies: a strategic communication plan to reintroduce the stadium to local and national clients, working with Discover Santa Clara, and outreach to promoters and the industry.
Analysis of Plan Contents
Please see our analysis of the 2020 Plan.
3. Goals and Objectives
3.1 Assessment of how the Plan outlines goals, objectives, activities, timelines, milestones, resource requirements, and an implementation plan for each of the aforementioned key areas.
Summary of Plan Contents
The Plan lists many COVID-related and -induced goals, objectives, activities, and milestones, such as the following (some of which are also mentioned in other sections of this assessment):
o Goals and objectives: three “key initiatives to help grow the business and drive revenue”: rebook canceled and lost events, create a strategic communication plan, and work with Discover Santa Clara. In addition to these that are highlighted, a number of ot hers are referenced, including focusing on business development and increasing the client base, guest satisfaction, and building the stadium’s brand; evaluating the possibility of hosting creative, small -capacity and socially - I
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 18 distanced events as well as ot her new event types; creating new revenue -generating opportunities; working with the (then) curfew policy, proactively marketing to promoters and other partners, leverag ing past event data, monitoring the external ticketing marketplace; and strengthening relationships with clients.
o Activities: include personal check-ins and educational calls with clients (and in general, connecting with clients rather than booking events), working with clients to postpone events and keep them in the pipeline, creating event packages in response to health guidelines and industry standards (including hybrid events), distributing a client survey, creating a database of all potential major events, and refining processes and documents related to the bidding process. o Milestones: multiple milestones are referenced, including the number of LinkedIn followers and views, client touch points, new prospects identified, the percent of events postponed, and the number of events booked prior to COVID.
o Implementation plan – the Plan references that the sales team will “embark on a grass roots sales campaign” in 2021 and that it “will be given goals” relative to its activities and results.
Analysis of Plan Contents
Aside from the reference to the sales team’s 2021 campaign and the develo pment of associated goals, there is little to no discussion of timelines, resource requirements, or implementation plans for the items listed above, and goals and objectives are vague. The Plan references that “the Stadium Manager will achieve the optimal outcome for the business, Stadium Authority revenue and community engagement” without defining any of these outcomes.
Aside from this, please refer to our 2020 assessment.
4. Marketing Strategy
4.1 Assessment of how the Plan utilizes research and data-based strategies to inform approaches to increase revenue.
Summary of Plan Contents
Similar to the 2020 Plan, the 2021 Plan describes various types of research and data that have been used to attempt to increase revenue. This includes detailed research on companies that could become stadium event clients, improving systems and documents related to the bidding process, and using analytics to monitor external ticket markets.
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 19 Analysis of Plan Contents
Aside from various references to results that could potentially increase revenues (such as the number of events booked and client touch points), there is no identification or quantification of current revenues or future goals for increases. For additional analysis, please see our 2020 assessment.
4.2 Assessment of the Plan’s recommendations for future market positioning.
Summary of Plan Contents
Similar to the 2020 Plan, without context of the stadium’s current and expected future market positioning, there is reference to multiple ways in which the stadium can take advantage of its strengths and opportunities, improve its offerings, and minimize weaknesses, including the following (and others that are listed in other sections):
o As previously mentioned, the Stadium Manager indicated that it would “focus our efforts on business development, continued guest satisfaction, and building the Levi’s Stadium brand as a global entertainment venue.”
o Creating a strategic communication plan to reintroduce the stadium to local and national clients. o Exploring hosting new and creative types of events, particularly smaller and socially -distanced events in response to COVID.
o Proactively marketing to event promoters.
Analysis of Plan Contents
Please see our analysis of the 2020 Plan.
4.3 Assessment of how the Plan evaluates, benchmarks, and measures the success of its marketing strategies/expenditures of marketing funds for ticketed and non-ticketed events.
Summary of Plan Contents
The 2021 Plan references the need to expend marketing funds (for reintroducing the stadium to potential clients and promoters, via methods such as digital advertising, prospecting and industry events, gifts, printed collateral, and entertainment) and for a separate initiative, that the sales team will be given goals.
However, there is no detail regarding amounts to be spent or specific goals.
Analysis of Plan Contents
Please see our analysis of the 2020 Plan.
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 20 4.4 Assessment of how the Plan outlines a roadmap for creative execut ion across traditional and digital platforms.
Summary of Plan Contents
The 2021 Plan references various initiatives that utilize traditional and digital platforms, such as the use of various forms of media to stay in contact with clients and potential clients and the plan to spend marketing resources through digital and traditional methods.
Analysis of Plan Contents
Please see our analysis of the 2020 Plan.
4.5 Assessment of the Plan’s media schedule and marketing budget.
Summary of Plan Contents
As described above, the 2021 Plan makes reference to the need for a marketing budget for various purposes, without additional information regarding a media schedule or amounts to be spent. (However, we understand that the Stadium Manager separately provided a marketing budget to the Authority, based on the Authority’s request.)
Analysis of Plan Contents
Please see our analysis of the 2020 Plan.
5. Research and Data
5.1 Assessment of the quantitative and qualitative market research for each of the target audience segments in the Plan.
Summary of Plan Contents
Similar to the 2020 Plan, the 2021 Plan references a desire to attract more diverse events and audiences to the stadium, with no detail regarding market research.
Analysis of Plan Contents
Please see our assessment of the 2020 Plan.
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 21 5.2 Assessment of the Plan’s quantitative and qualitative performance measures and their correlation to data-driven decisions.
Summary of Plan Contents
Aside from references to certain results (as described above), there is little information in the Plan that provides either quantitative or qualitative performance measures, or their connection to strategic decisions that led to initiatives. There are references to strong booking levels through early 2020, with specific numbers provided, but aside from limited comparisons to the previous year, there is no context from which to measure this performance or its correlation to strategic decisions.
Analysis of Plan Contents
Please see our analysis of the 2020 Plan.
5.3 Assessment of the Plan’s Key Performance Indicators and their alignment to marketing performance.
Summary of Plan Contents
As described above, the 2021 Plan mentions various measures of performance but aside from limited comparisons to prior results, there is no information that allows for measurement of results relative to budgets, goals, or industry expectations. And similar to the 2020 Plan, with little detail regarding marketing strategies, we cannot connect any results to underlying strategies.
Analysis of Plan Contents
Please see our analysis of the 2020 Plan.
5.4 Assessment of the Plan and Stadium Authority’s KPIs and their alignment to fiscal decision -making related to staffing, marketing expenditures, and ROI.
Summary of Plan Contents
Similar to the 2020 Plan, there is little information that is responsive to this point, as there are no formal KPIs and no information regarding how results are tied to various strategies or resource expenditures .
However, in the most general terms, the Plan mentions the Stadium Manager’s use of event revenues as a measurement of success in its ongoing strategic decision making , and how these results can influence potential changes in strategy.
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Santa Clara Stadium Authority – Levi’s Stadium Marketing Plan Assessments 22 Analysis of Plan Contents
Please see our analysis of the 2020 Plan.
6. Other Information
Please see our analysis of the 2020 Plan.
Overall Assessment
In general, much of the new information provided in the 2021 Plan (compared to the 2020 Plan) described the Stadium Manager’s response to COVID. We believe that the specific actions described by the Stadium Manager, to mitigate the loss of business and to protect future business, were appropriate.
However, the 2021 Plan also lacks the type of detail, data, context, and accountability as described in our overall assessment of the 2020 Plan.
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STADIUM
2022 Non-NFL Events
Marketing Plan
January 31, 2022
DRAFT VERSION
Table of Contents
Executive Summary ....................................................................................... 2 Levi's Stadium Event Definitions and Profiles ........................................................ 2 Levi's Stadium Special Events ........................................................................ 3 Looking Back ................................................................................................. 3 Looking Forward ............................................................................................. 9 Levi's Stadium Public Events ........................................................................ 11 Looking Back ................................................................................................ 11 Looking Forward ........................................................................................... 13 Conclusion ................................................................................................. 15 1 DRAFT VERSION
Executive Summary
In 2021, the Levi's® Stadium Non-NFL Event business actively filled the pipeline for.future years' events and hosted events where feasible despite the devastating impact of the pandemic on the in-person ·events industry. Stadium Manager simultaneously focused on ensuring future event opp.ortunities by reconnecting with past clients and reaching out to new prospects. Additionally, Stadium Manager ensured the f~ture of Public Events by hiring the Head of Public Events. ·
Looking ahead, Stadium Manager will take advantage of the return of in-person events to add to the already strong existing customer base. In order to successfully execute on this strategy, the Stadium Manager will foci.is on the following key init_iatives:
• Building relationships through proactive outreach, strategic networking, and hosting prospecting events
• Generate .sales campaigns and advertising opportunities including both organic assets and third party partners .
• Fully staffed sales and event management teams to drive revenue opportunities and provide the highest level of client service ·ar:id guest satisfaction Stadium Manager's strategy requires flexibility and contingency planning to accommodate for potential setbacks caused by the pandemic or in relation to the pandemic. With the right talent in place and the foundation of strong industry relationships and partnerships across Sant~ Clara. with the Santa Clara Convention Center, Great America, hotels and more, Stadium Manager will be positioned to take advantage of increased event opportunities and drive revenue to the Non-NFL Events business.
Levi's Stadium Definitions and Profiles:
The venue's Non-NFL Event business is comprised of two over-arching event categories: Public Events and Special Events:
Public Events are stadium-wide; ticketed events open to the public. The Stadium has successfully executed-a variety cif different events that have brought greater fandom and economic impact to the local market. Spanning numerous leagues, sports, and attractions, Public Events have helped establish Levi's Stadium as an iconic venue. These high-profile events keep Levi's Stadium in the limelight, which is a significant factor in driving the Special Events category of the Non-NFL Event business.
Special Events are private, usually non-ticketed and exclusive events, subject to the event's nature and the client's objectives. These events span a wide range, from weddings to corporate anniversaries, charitable fundraisers, and conferences, and make up the vast majority of the venue's event calendar. The Special Events sales pipeline is driven primarily by relationships formed with local companies, as well as our reputation and established experience in hosting a variety of events, and the luster of hosting at a venue known for hosting such high-profile events as 49ers games, Super Bowl, COPA America, NHL Outdoor. Stadium Series, Wrestlemania, and famous artists' concerts.
Therefore, we are not only focused on the immediate health and profitability of our business, but also the connections we create with clients and opportunities to innovate the venue's guest experience. 2 DRAFT VERSION
Levi's Stadium Special Events
Looking Back:
After a year that annihilated the events industry, 2021 saw continued challenges due to government regulations and the waves of Delta and Omicron variants of Covid-19. After a high rate of staff turnover due to furloughs and departures for personal and professional reasons, the Special Events team went from seven to three team members by June of 2021. Additionally, client engagement and sales activity slowed down due to continued concerns about COVID-19 and when the stadium might reopen for Special Events.
The Special Events team continued to actively engage with prospects through direct outreach and marketing campaigns, which included email blasts and social media posts. After nearly 17 months of being closed to Special Events, the stadium reopened in July for a wedding proposal and a celebration of life event. The Special Events team was very excited for the return of business and began to prepare for the upcoming fall/holiday season, understanding the calendar might look a bit different than prior years.
Unfortunately, just as leads were picking up, the Delta variant began to spread around California. Although some clients decided to postpone events all-together, others were determined to host an event and postponed by only a couple months. What followed was a roller-coaster ride of event leads and bookings.
Once business picked back up and hopes were high, Omicron variant became the concern and events were postponed · again. Even with the limitations and setbacks, the Special Events team was able to successfully host nine in-person events in 2021 which was a huge win. Client feedback was positive, with an average score of 4.7 out of 5 for overall experience, and guests were able to enjoy the hospitality and unique features of Levi's Stadium once again.
2021 Goals
1. Rebook Cancelled or Lost Business due to Coronavirus At the start of the year, one of the goals for the Special Events team was to focus on the cancelled/lost business from the previous year. When the 2021 Marketing Plan was coming together, there was a certain level of optimism that the Meetings and Events industry might return by late spring. The sales team continued to remain informed on state and local guidelines and make adjustments to outreach and communication accordingly. In July 2021, Levi's Stadium reopened its doors to the first in-person event since February 2020. Although it was an exciting time for the stadium, the return to hosting special events was slower than expected. The continued concern around the health and safety of event attendees, as well as the COVID-19 variants that circulated in the later part of the year, deterred many clients from signing event agreements in 2021. In addition, most offices in Silicon Valley were closed as employees were encouraged to work from home when possible and not meet in large groups.
The Special Events Sales Team worked closely with clients who decided to cancel their events in 2020 to try and rebook them in 2021. Given the circumstances, most clients deferred conversations to 2022, however a handful did rebook within the 2021 fiscal year including a large non-profit gala, an association event, a high school winter formal and a corporate reception. In addition to the events that rebooked, the Sales Team has remained in conversation with prospective clients that were categorized as "lost business" in 2020. Of the 15 qualified leads on the 2020 "lost business" list, five proposals were sent out for events in 2021 and 2022. Ultimately those clients decided to wait until 2022 to host their events. 3 DRAFT VERSION
2. Utilize Marketing Budget to Regenerate Active Event Pipeline Given all the challenges of selling and operating in-person events during a global pandemic, the Special Events team made sure to utilize both internal and external resources to continue to market the stadium as a first-class event venue. This consistent output of creative marketing content, combined with strategic third party ad placements and active involvement in the local meetings and events industry, generated a strong pipeline of leads and interest from prospective clients.
Digital Advertising
In addition to internal marketing through e-mail blasts and social media posts, the Special Events department worked with two event industry media outlets to help promote events at Levi's Stadium through email advertising .
The first is the Silicon Valley Business Journal (SVBJ), a valuable resource due to its strong database of Silicon Valley and Bay Area business. Given that a majority of the Special Events business comes from the South Bay, SVBJ is an effective way to connect with companies and event planners most likely to book events in Santa Clara.
The second is Unique Venues, a marketing organization committed to bringing together one-of-a kind event venues with meeting planners who are looking for something new. It represents thousands of non-traditional properties throughout the United States and Canada for a variety of both traditional and nontraditional events. Event venue types include stadiums and arenas, colleges and universities, conference and business centers, and historical venues. Unique Venues offers a multitude of marketing products including a magazine, website, lead generation marketing , as well as educational conferences and resources. By working with Unique Venues, the Special Events sales team was able to connect with both the national database as well as the west coast database through two separate email advertisements . In addition to the email advertisements, Unique Venues included an upgraded venue listing page on their website for Levi's Stadium.
Client/Prospecting Events
Each year, the Special Events team hosts an event at the stadium for past, present and prospective clients and industry partners. The goal of hosting the event in 2021 was to provide an opportunity for the sales team to reconnect with meeting and event planners, discuss the future of events in a post-COVID environment and provide an opportunity for networking. Due to the challenges brought on by the ongoing pandemic and budget restraints, this event was postponed. The sales team will plan to host a similar event in 2022 which is mentioned below in the "Looking Forward" section.
While the sales team prepared for the Stadium to reopen and in-person meetings and events to return, they launched a "Reconnect Over Coffee" campaign. Invitations for a virtual coffee meeting were sent out to prospective clients and when an invitation was accepted, a coffee gift card was sent to the prospect. Of the 3,802 emails sent to prospective clients, 917 emails were opened with 169 unique clicks (number of clicks within the email.) From this campaign, 57 clients requested a meeting to discuss event opportunities and from those meetings, the sales team received four requests for proposals (RFPs) which resulted in one booked event. The entire campaign cost just under $600 and resulted in 200K of booked gross revenue. The prospects from this campaign will remain on the sales team's outreach list for 2022 for follow up communication and check-ins . 4 DRAFT VERSION
Sales Events/Tradeshows
In October, the sales team attended All Things Meetings which is an events industry networking program that hosts approximately 300 qualified Bay Area and Silicon Valley event planners, corporate event professionals, and destination marketing professionals. There are also over 150 event venues and service providers that exhibit at All Things Meetings. The event draws qualified planners and event professionals interested in hosting events that fit the Levi's Stadium venue model and budget. By participating in All Things Meetings, the Special Events Sales team is given access to the event invitation list, which includes over 500 event planners. The in-person event allows the sales team to meet and interact with clients face to face, set follow-up meetings and calls and address a client's event needs on the spot.
In November 2021, the Senior Manager of Event Sales and Business Development attended IMEX America in Las Vegas, Nevada. IMEX America brings together a large cross-section of the global and U.S. business events community, providing the traditional exhibition hall, networking events, and educational courses, along with the hosted buyer program which matches event planners with event suppliers based on prerequisites provided by the planner. This year's conference welcomed over 10,000 participants. ·'Attending this event, provided the sales team with valuable face-to-face time with both local and national planners and industry partners. This included meetings with various Convention & Visitors Bureaus (CVBs), Destination Management Companies (DMCs), and other comparable venues in California and nationally. In the weeks following IMEX, the sales team received three leads from a client contact made at the conference. The Special Events Sales team is looking forward to returning to IMEX America next year as the meetings and events industry continues to rebound.
5 DRAFT VERSION
Swag/Gifts
Each year the sales team budgets for swag that can be handed out at sales networking events, tradeshows and conferences and given to clients during site visits. Branded swag or "giveaways" is considered an industry standard at networking events and tradeshows as well as site visits and some business meetings, adding value and increasing brand awareness. Most event planners and industry professionals look forward to receiving swag and are especially excited to receive items with popular branding like the Forty Niners logo. The Special Events team typically utilizes a combination of Forty Niners branded items and Levi's Stadium Special Events branded items.
Examples of past Levi's Stadium Special Events branded items include pens, notebooks, lip balm, hand sanitizer, clear tote bags and clear fanny packs. Due to the reduced number of in-person networking events and lower attendance rates, the sales team was able to utilize past inventory and extra Forty Niners swag that is provided for free by the Forty Niners.
During the holidays, the Special Events team sent candy gift boxes to existing clients and prospective clients. The candy box was sent as an email notification and when the client/prospect claimed the gift, they were able to select their own candy options and enter their address of choice for delivery. Clients responded with delight and gratitude and commented on the unique gift idea writing it was "so fun and special" and "Thanks so much for thinking of me. Hope to plan an event with you soon!".
3. Partnership with the Santa Clara Destination Marketing Organization At the start of 2021, the Director of Special Events joined the Santa Clara Destination Marketing Organization (OMO) Board of Directors. The goal of this partnership is to help rebuild and develop the OMO business in Santa Clara, with a focus on large city wide event bookings. With this role, Stadium Manager is actively involved in discussions and actions related to selling and marketing Santa Clara as an event destination It also supports the Santa Clara Convention Center (SCCC) and the Santa Clara Tourism Improvement District (TIO) by providing stadium sales collateral and client access when requested. In addition to these contributions, the Director of Special Events currently holds the position of Vice-Chair and participates in multiple board committees. Outside of the role and responsibility of the board position, the Director of Special Events understands the importance of this organization's success to the longevity of the meetings and events business in Santa Clara. Stadium Manager looks forward to continuing this partnership and providing a valuable resource to the city as an incentive to bring large events to Santa Clara.
2021 Key Wins/Strengths
Booked and Actualized Revenue - With all of the challenges and unknowns that were ahead of the sales team at the start of 2021, one of the major wins for this year was booked and actualized revenue. At the start of the year, the sales team was unsure when the stadium would re-open for private events and when clients would feel comfortable hosting in-person events again. With a handful of postponed events from 2020, the team began to rebuild the pipeline from the ground up.
The first achievement was booking the events since many clients were hesitant to commit given the circumstances. After the team was able to book events, the next goal was to actually host the events. Between April and December of 2021, the sales team booked 14 events, two of which were cancelled, one was postponed until March of 2022 and two were postponed until the following fiscal year. The remaining nine events were successfully executed in the 2021 fiscal year.
Marketing Campaigns -Without the ability to meet in-person for the first half of the year, the sales team came up with a marketing plan to push out creative content to remain top of mind with 6 DRAFT VERSION
prospective clients and event professionals. Consistent communication and timeliness is key when selling an event venue. It's difficult to know when a client will be searching for an event venue so it's imperative that outreach and marketing is consistent and the message is clear. Starting in June, the Special Events Sales team created a monthly email blast centered around a theme relevant to the time of year or current industry trends. The goal of these campaigns was to capture the reader's attention and encourage them to click on the email and engage with the brand through the Special Events website or an event inquiry form. The sales team utilized both free assistance from the Forty Niners, as well as external industry partners to distribute the content. The internal email blasts were sent to past and prospective clients, including the 1,300 prospects added from the 2020 sales campaign . In an effort to amplify the brand to a larger database, the sales team worked with the Silicon Valley Business Journal and Unique Venues to create and execute two email advertisements sent out to each organizations unique client list.
Below is a sample of the campaigns along with the performance data tied to each email blast. As illustrated in the table below, 124,805 emails were delivered and 24,583 emails were opened collectively. The internal and external email blasts are highlighted in different colors to show the variations in data based on the size of the database and distribution source. In comparison to the dedicated email performance averages, provided by the Silicon Valley Business Journal, most of the campaigns performed above average.
Marketing Campaign Data
Third Party E-Blast Advertisement
Internal E-Blast
Campaign Name
Welcome Back (SVBJ)
Welcome Back
Think Outside the Ballroom
Pepsi Deck Movie Night
Holidav - Pop the Cork (SVBJ)
Holiday- Pop the Cork
Unique Venues Introduction - National
Unique Venues Holiday - West Coast
Holiday Partv Check List
November - Client Holiday Gift Sent Out
2022 Sales Kickoff
Date Emails Delivered
6/1/2021 31,887
6/16/2021 3,958
7/10/2021 3,858
8/17/2021 4,060
9/2/2021 30,834
9/14/2021 3,983
10/8/2021 33,909
10/15/2021 4,318
10/14/2021 3,936
12/7/2021 4,062
Total 124,805
Provided b SIiicon Valley Business Journal
Dedicated EmaJI Performance Averages
Unique Open Rate(% Opened)
Unique Click Through Rate(% Clicked)
Uni ueCllck To Open Rate (CTOR)
Average
17.71%
0.32%
1.78%
Ranges
7.10-25 .80%
0.10-4.10%
0.10 -18.W%
Emails Opened %Opened Clicks % Clicked CTOR•
5,541 17.38% 100 0.31% 1.80%
1,162 29.36% 141 3.56% 12.13%
1,017 26.36% 122 3.16% 12.00%
1,198 29.51% 283 6.97% 23.62%
5,377 17.44% 72 0.23% 1.34%
939 23.58% 111 2.79% 11.82%
5,971 17.61% 2029 5.98% 33.98%
1,320 30.57% 186 4.31% 14.09%
924 23.48% 115 2.92% 12.45%
1,134 27.90% 112 2.80% 9.90%
24,583 3,271
*Click to Open Rate (CTOR): Compares the number of unique clicks (clicking within the email) to unique opens (number of emails opened.) This number indicates how effective the campaign was and if it generated enough interest for the reader to engage. 7 0 A TRADmON OF HOSPITALITYTHAT COHTINUES,
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Department Structure/New Hires -In the first half of 2021, the Special Events team experienced turnover with 4 team members leaving the team due to personal and professional reasons. This included staff that was furloughed in 2020 as well as staff that left for job opportunities in other states where the event industry was less impacted. Although it was tough to lose the team members, it also provided a unique opportunity to rebuild the Event Sales and Event Management team. In August, an Event Manager was hired to plan and execute booked events and assist the sales team as needed during the proposal and sales development period. This person joined the team with 14 years of event management and venue operations experience including venues managed by Caesars Entertainment and Live Nation Entertainment Inc. She has quickly learned how to navigate the unique features of a stadium and help clients build value through event activations and on-of-a-kind experiences. In October, a Sales Manager was hired to support the returning events business and continue to build a strong pipeline with outbound sales and networking efforts. This person came from the destination management sector and is very familiar with the Bay Area and the South Bay specifically.
Strong Client Survey Scores - If clients and guests are not satisfied with their experience, the business will not growth and thrive. As a part of the standard operating procedures, the sales team sends a post-event survey to each client after the event. The purpose of this survey is to gather feedback related to the sales, planning, and event execution process and provide clients with an opportunity to score their experience working with the stadium staff. Of the seven survey responses collected from nine clients, six out of seven scored the overall experience a "5 out of 5." From the sales process, to event planning and management, all the way through to event day execution, the Levi's Stadium Special Events team considers customer service to be paramount to the success of the business. Positive feedback is celebrated and constructive feedback is presented back to the team to improve on for the next event. Hosting a successful event is a team effort and requires collaboration, communication and strong relationships between all supporting departments and third party partners.
Looking Forward:
1. Fully Staffed Department
In 2021 the Special Events team was focused on returning to in-person events and rebuilding the sales pipeline. This process took longer than expected with a few setbacks along the way tied to COVID-19 and its variants. That being said, the stadium successfully executed nine private events in 2021 and has seven booked events already on the calendar for the 2022 fiscal year, along with a strong list of prospects. If the health and safety concerns related to COVID-19 do not spike again and the local government continues to allow in-person events, the Special Events sales team expects leads to increase resulting in more booked events. Given this scenario, it's likely that late spring and summer will become a popular time for companies to return to in-person events and take advantage of the weather and utilizing outdoor event spaces. If this is the case, the Stadium Manager plans to hire up to three additional staff to support the Special Events business. These positions will be considered as the pace of event sales increases and more events are actualized, requiring additional staff to sell and execute a growing events business.
2. Monthly Sales & Marketing Campaigns
Given the success of the sales and marketing campaigns in 2021, the Special Events team will continue to develop strategic campaigns in 2022. The goal of these campaigns will be to spark curiosity and open up conversations about what's possible when hosting events at Levi's Stadium.
The team plans to execute one email blast or advertisement each month, utilizing the existing 9 DRAFT VERSION
database in addition to new contacts obtained through outbound sales efforts, industry sponsorships/events and other industry resources. Monthly marketing campaigns will not only keep Levi's Stadium top of mind to its viewers, but also help to educate people on what events can look like at a unique venue like an NFL stadium.
3. Event Industry Partnership
In 2022 the Levi's Stadium Special Events team is looking to partner with an event industry organization on a package that will help amplify the brand, increase prospective leads and ultimately lead to new bookings. An ideal package would include access to events and partnership recognition, online and/or email advertising, access to the event attendee lists (prospect list) in addition to other unique marketing opportunities. Considering the current situation with COVID-19 variants, the goal of this partnership will be to connect with companies that are more likely to host in-person events once it is safe to do so. In the past, the Special Events team has experienced success with industry organizations such as the Admin Awards and Meeting Professionals International Northern California Chapter (MPINCC). The team will continue to research new opportunities to be able find a partnership that will ultimately move the business forward in sales and visibility for the upcoming year and beyond.
4. Client Prospecting & Industry Partner Event
As mentioned above, the Special Events team was not able to host an in-person client and industry partner event in 2021 due to COVID-19. Looking forward to 2022, the team has a goal of hosting at least one in-person cl.ient event which would include past and prospective clients, as well as local industry partners. The event will provide an opportunity for clients to experience Levi's Stadium as a private event venue, in addition to its most iconic role as home to the San Francisco 49ers. Many event planners assume a stadium is too large for their event or may not have the space and/or capabilities they require. It's not until they have a chance to speak with the sales team and tour the stadium that they truly understand Levi's Stadium can be utilized like a traditional event venue but with a one-of-a-kind experience. Whether it be the expansive outdoor spaces like the plazas, patios and field area, or the beautifully designed indoor premium club spaces, clients have a variety of options when it comes to event activations at Levi's Stadium.
In addition to educating prospective clients on what Levi's Stadium has to offer, the event will bring together event professionals and industry partners for a valuable opportunity to reconnect and network. As the meetings and events business continues to rebuild and return to the Bay Area, more industry events will be held in-person and Levi's Stadium hopes to be a resource in that aspect. The Special Events team believes the success of Non-NFL Events at Levi's Stadium is not only built around positive client relationships but also strong industry partnerships. When event industry suppliers and vendors work together to find solutions for their clients, everyone wins. 10 DRAFT VERSION
Levi's Stadium Public Events
Looking Back:
Since 2014, Levi's Stadium's Public Events have brought in the world's biggest acts and sporting events, driving revenue and showcasing the venue and City of Santa Clara on the international stage.
In addition to bringing in revenue via tickets, ticketing fees, food and beverage, and merchandise, Public Events also drive the Special Event business, enticing corporate and social clients to book private events at Levi's Stadium based on its popularity and prominence in the sports and entertainment industry.
Additionally, these marquee events also drive value for SBL holders, wtio have committed more than $5Q0M to Levi's Stadium, and purchased over $17M in Public Events inventory at the stadium. Priority ticket presale access gives SBL Members a chance to purchase some of the best seating locations and inventory available for many events and shows prior to the general pu~lic.
SBL Members have already purchased thousands of tickets, accounting for $500K in sales, for the two 2022 concerts that went on sale this past Fall. ·
San Francisco-based Levi Strauss & Co., the owner of the Levi's® brand, is one of the world's largest brand-name apparel companies and a global denim leader. LS&Co. invested in the building of Levi's® Stadium back in 2013, with a 20-year naming rights agreement. As an iconic pop culture brand that has maintained a strong connection to the music industry for more than 60 years, Levi's® derives significant brand value and sponsorship activation opportunities from concerts and other major events at Levi's® Stadium. The planned return of major musical acts to Levi's® Stadium in 2022 will strengthen the relationship with Levi's® as it approaches the midpoint of their partnership agreement with the venue.
The global pandemic decimated the 2020 live entertainment business, with the effects impacting the entire 2021 schedule. In 2022 and 2023 there is an expectation to bring the large scale event business back_on track with a robust concert and soccer calendar. The Public Events team will continue to actively engage with all potential partners, promoters, artist agents, booking agents, and sports club/league leadership in order to position Levi's Stadium in a place to host as many of these tours and events as possible.
1. Public Events secured for 2022
The Public Events team was able to successfully secure three large scale concerts, announcing tour stops for Coldplay in May, Red Hot Chili Peppers in July, and an additional artist in August. Coldplay will be the first Public Event to be hosted at Levi's Stadium emerging from the COVID pandemic. All three concert bookings were a testament of the Stadium Manager's dedication and continued outreach to promoters during a time when all live entertainment was halted.
2. Head of Public Events
In order to capitalize on a strong 2022 and beyond it was essential for the Public Events team to hire an executive to oversee this vertical.of the business for numerous reasons.
Artist management, tour managers, and promoters were already actively working on tour routing, event holds and negotiations for shows in 2022 and beyond. Promoters were eager to lock in concerts and go on sale as soon as possible to capture pent up consumer demand from the past year and a half. It was 11 DRAFT VERSION
essential that the Stadium Manager had the resources in place to be responsive and proactive in our communications and engagements with these parties.
Outreach and daily contact is another imperative component to the booking process. We must stay top of mind with these parties as they map out their upcoming tours. Additionally, there is a high expectation of quick and instant responses when promoters are in need of additional information regarding calendar availability, expense estimates, agreement and term negotiations, and ticket information. With a busy slate of inquiries already in play, the ability to balance the requests and expectations of promoters would have been difficult without the proper resources and this position in place.
The Stadium Manager was successful in staffing a Head of Public Events who lives and works exclusively within the Public Events space. This key executive position now runs Public Events from start-to-finish, from sourcing to settlement. This executive balances their time between promoter interactions for booked and prospective events, and communications with all internal parties.
Hiring this role was essential in capitalizing on abundant opportunities for the 2022 calendar and beyond.
With more events and tours in the works than ever before, it was essential that we were properly staffed in a manner that allows us to not only fill up the calendar, but also fully evaluate, sell, and market each event properly.
The individual hired into the role provides a notable background in the event industry from both the private and public event sector. Experiences range from developing strong relationships with promoters to negotiating and booking public events in pavilions, arenas, and stadiums across various markets. The Head of Public Events previously booked private events at Levi's Stadium and comes with exceptional internal relationships and a thorough understanding of Levi's Stadium Special Events.
3. Proactive outreach based on travel and entertainment budget approval The Public Events team was able to begin proactive outreach to promoters and schedule in-person meetings based on the approval of a proposed travel and entertainment budget. These in-person touch points are crucial to the growth of the Public Events business and building relationships with key decision makers within the industry.
Immediately following the approved budget, the Head of Public Events attended the Leagues Cup Final at Allegiant Stadium where time was spent with the Major League Soccer I Soccer United Marketing team.
Cultivating this existing relationship was influential to the continued partnership, as Levi's Stadium is now a top contender for upcoming high profile international soccer matches.
The Head of Public Events also attended the VenuesNow Conference in Seattle. VenuesNow brought together the leaders, influencers, and visionaries that help create a positive disruption in the sports and live entertainment venue industry. A majority of the attendees held the title of Director or above and represented various sectors of the business. Attendance at this conference was used as a key networking opportunity to cultivate relationships within the live entertainment industry. The relationships built at VenuesNow have been leveraged into expanding on promoters' interest in booking events at Levi's Stadium.
Upon the approved travel and entertainment budget outside of conferences, The Head of Public Events was also able to secure three consecutive days of meetings in Chicago with multiple promoters and Tour Directors from Live Nation and AEG, all of which are looking at Levi's Stadium for potential shows in 2022, 2023 and beyond.
12 DRAFT VERSION
Looking Foiward:
1. Continued proactive outreach, networking and relationship building In order to maintain the success of the Public Events business, it is necessary to continue to be proactive with networking and relationship building with key players in the live entertainment industry. This includes repeat visits and touch points to promoters that Stadium Manager has an established relationship with, along with developing new relationships with influential decision makers within the industry.
Stadium Manager will look to build upon the budget that was approved in 2021 in order to maintain top of mind and relevant in within the industry and decision makers. This will allow the Public Events team to continue to book in person meeting with top level executives and attend conferences where networking opportunities are prevalent.
Repeat visits and touch points with promoters that currently book event at Levi's Stadium will assist with solidifying and strengthening the existing relationships. Along with continued outreach to promoters Stadium Manager has existing relationships with, we will also layer in outbound meetings with promoters and decision makers who have not held events at Levi's Stadium in the past. Stadium Manager strives to be proactive in looking for new marquee events and revenue generating opportunities to bring to the City of Santa Clara.
Stadium Manager realizes SBL holders have committed more than $500M to Levi's Stadium and offering the ability to attend Public Events outside of the NFL realm is an indispensable part of what they have purchased. Promoters place a strong value on the ability to market to both the SBL Member list and stadium marketing databases - it is one of the first topics of conversation with new promoters who have not previously worked at Levi's Stadium.
2. Weekday curfew extension
With the new process in place for weekday concerts the Stadium Manager will work diligently with promoters in order to capitalize on tours that were previously unable to make stops at Levi's Stadium due to the need for a weekday calendar date. In previous years the Stadium Manager was forced to pass on artists who could only route shows in the Bay Area during weekdays as the music ban hindered them from playing at Levi's Stadium. The new waiver extension has now opened the door for the Stadium Manger to aggressively and proactively go after mid-week shows. Communicating this change to promoters is essential as promoters were no longer including Levi's Stadium as routing options for weekday shows.
3. Leverage Organic Assets - NFL Event, non-event day promotional opportunities, and organic marketing assets
To help increase popularity, viewership, and demand for Public Events, the Stadium Manager expects to continue promoting Public Events at 49ers home games and utilize non-event day advertising opportunities.
While this has been an effective strategy for past Public Events, the Stadium Manager will look to increase and prioritize promoting Public Events at NFL events, with the expectation of increasing a Public Event's 13 DRAFT VERSION
demand while bringing new, diverse audiences to our non-NFL events. Furthermore, the Stadium Manager will increase efforts to capitalize on NFL activities· as opportunities to promote upcoming Public Events.
These promotions at NFL Events, and on the exterior LED panels on Levi's Stadium, will need to be negotiated with the 49ers, and the costs of the promotions will be borne by Public Events.
Examples of video board rotations visible to daily Tasman foot and vehicle tratfic.
Example of large video board promotions during a 49ers regular season game. 14 DRAFT VERSION
Additionally, Public Events are promoted through a full slate of owned digital channels including creating an event listing page for each event on the levisstadium.com website, and promotion of ticket sales via monthly emails to Levi's Stadium email subscribers. Mobile application push notifications and social media posts will also raise awareness and promote sales and suite/group rentals where applicable.
Examples of promotion of ticket sales via monthly emails to Levi's Stadium email subscribers .
Don't Miss Out on These Upcoming Concerts at Levi's® Stadium m5:'ADIUM
Coldplay'I much-antidpoltd Mu11< Ol lho Spheres Wo<ld Tout d moke Ila ON'f Ba, AIN llop ol l.evhlll S-.n on l 11urd1y, Aprll 23 Be here lo lee lhe bond [:",,,10~,"!!!:f! ~~=\::'= Grommy A"8nl-n,ng -~HER
VISA
~ ...................... tml'ONlnltJ ......... N ...... Je-.NllalJI tlllllP ..... Nlol~~---~ ........
Anlhony Koed,s, Flea, Chad Smllh and John Fruscianle ol lhe Red HOI a..
Peppefl "'* Ml lO ~ Iha l l ■ge and pe1form unde, the brighl ighll of LM ..
Sladalm on f'tfday. July 21 Oon'I mis.s hlt1 such u '1nde, Iha Bridge,• ~=."==t T:\:;u1=,'=! =nd Ttiuncfe«:al fCM an
Ill.fl' JIC,,'l:li, iSA
Conclusion
In conclus ion, we are confident the Levis Stadium's Non-NFL Event Marketing Plan has accurately outlined a strategic approach that will continue to drive revenue and attract high-imp act events. Continued client outreach , stewardship , intentional marketing initiatives, and collaboration will significantly amplify the future success of the business.
15 .
City of Santa Clara
Agenda Report
1500 Warburton Avenue
Santa Clara, CA 95050
santaclaraca.gov
@SantaClaraCity
22-326 Agenda Date: 2/22/2022
REPORT TO COUNCIL
SUBJECT
Action on a Written Petition (Council Policy 030) Submitted by Ana Vargas-Smith Requesting to Place an Agenda Item at a Future Council Meeting to Request from Council Monetary Assistance to Cover the Costs of City Services in support of Santa Clara Parade of Champions for a minimum amount of $65,000, and an additional $950 to Cover the Cost of SCUSD Facilitron Parking Fees
COUNCIL PILLAR
Enhance Community Engagement and Transparency
BACKGROUND
Council Policy 030 - Adding an Item on the Agenda (Attachment 1) sets forth the procedure for written petitions. Any member of the public may submit a written request raising any issue or item within the subject matter jurisdiction of the Council. Per the policy, the written request will be submitted on the agenda, in the form substantially provided by the requestor, without any staff analysis, including fiscal review, legal review and policy review. If a simple majority of the City Council supports further study of the request, then a full staff analysis shall be prepared within thirty (30) days, unless otherwise directed by the City Council.
DISCUSSION
The City Clerk’s Office received a Written Petition on February 15, 2022 requesting to place an agenda item at a future council meeting to request Council monetary assistance to cover the costs of City Services in the amount of $65,000 in support of Santa Clara Parade of Champions. Based on last year’s costs to support a crowd of 8-10K, and a .76 length parade route to cover the same city services plus an adjustment for city service increases for the same services. This year the ask includes an additional $950 to cover the cost of SCUSD Facilitron parking fees. (Attachment 2).
FISCAL IMPACT
There is no fiscal impact associated with considering the request to be placed on a future agenda except for staff time.
ENVIRONMENTAL REVIEW
The action being considered does not constitute a “project" within the meaning of the California Environmental Quality Act ("CEQA") pursuant to CEQA Guidelines section 15378(b)(5) in that it is a administrative activity that will not result in direct or indirect physical changes to the environment.
PUBLIC CONTACT
Public contact was made by posting the Council agenda on the City’s official-notice bulletin board outside City Hall Council Chambers. A complete agenda packet is available on the City’s website City of Santa Clara Printed on 2/18/2022Page 1 of 2
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22-326 Agenda Date: 2/22/2022
and in the City Clerk’s Office at least 72 hours prior to a Regular Meeting and 24 hours prior to a Special Meeting. A hard copy of any report to Council may be requested by contacting the City Clerk’s Office at (408) 615-2220, [email protected] <mailto:[email protected]> .
ALTERNATIVES
1. Set a future Council meeting date to take action on the Written Petition received.
2. Take no action.
3. Any other City Council Action, as determined by the City Council.
RECOMMENDATION
Staff makes no recommendation.
Reviewed by: Nora Pimentel, Assistant City Clerk
Approved by: Deanna J. Santana, City Manager
ATTACHMENTS
1. Policy and Procedure 030 - Adding an Item on the Agenda
2. Written Petition dated February 15, 2022 submitted by Ana Vargas-Smith City of Santa Clara Printed on 2/18/2022Page 2 of 2
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RESOLUTION NO. 20-8895
A RESOLUTION OF THE CITY OF SANTA CLARA,
CALIFORNIA TO REPEAL RESOLUTION NO. 20-8809,
AMEND
COUNCIL POLICY 030 ENTITLED "ADDING AN ITEM
ON THE AGENDA," AND APPROVE THE COUNCIL ITEM
REQUEST FORM
BE IT RESOLVED BY THE CITY OF SANTA CLARA AS FOLLOWS:
WHEREAS, amending the policy on adding an item on the agenda to establish a clear, effective and easily understood process for members of the City Council and the public to have items within the jurisdiction of the City Council placed on a meeting agenda; WHEREAS, the amended version of the Adding an Item on the Agenda policy expands on the current policy language by clearly stating that, when a written request is first considered, discussion should be limited to whether an item should be added to an agenda and a date, not the merit of the item; and,
WHEREAS, the amended Adding an Item on the Agenda policy, attached hereto as Attachment 1, includes a Council
Item Request Form for the City Council's use when requesting an item for inclusion on a Council meeting agenda and adds the procedure for written requests from members of the City Council.
NOW THEREFORE, BE IT FURTHER RESOLVED BY THE CITY OF SANTA CLARA AS FOLLOWS:
1. That Resolution No. 20-8809 is hereby rescinded in its entirety.
2. That amended Council Policy 030 entitled "Adding an Item on the Agenda" with the Council Item Request Form, attached hereto as Attachment 1, is hereby approved and adopted, and the City Manager is directed to number (and renumber, as appropriate) the Council Policy Manual such that they are organized in a logical fashion.
II
II
II
Resolution/Amending Adding an Item on the Agenda Policy and Approving Council Item Request Form Page 1 of 2 Rev: 11 /22/17
3. Effective date. This resolution shall become effective immediately.
I HEREBY CERTIFY THE FOREGOING TO BE A TRUE COPY OF A RESOLUTION PASSED
AND ADOPTED BY THE CITY OF SANTA CLARA, CALIFORNIA, AT A REGULAR MEETING THEREOF HELD ON THE 27rH DAY OF OCTOBER, 2020, BY THE FOLLOWING VOTE:
AYES: COUNCILORS:
NOES: COUNCILORS:
ABSENT: COUNCILORS:
ABSTAINED: COUNCILORS:
Attachments incorporated by reference:
Chahal, Davis, Hardy, O'Neill, and Watanabe,
and Mayor Gillmor
None
None
None
ORA PIMENTEL, MMC
ASSISTANT CITY CLERK
CITY OF SANTA CLARA
1. Council Policy 030 entitled "Adding an Item on the Agenda" Resolution/Amending Adding an Item on the Agenda Policy and Approving Council Item Request Form Page 2 of 2 Rev: 11 /22/17
City of
Santa Clara
City of Santa Clara
Council Policy Manual
The Center of What's Possible
PURPOSE
POLICY
ADDING AN ITEM ON THE AGENDA
To establish a clear, effective, and easily understood process for members of the City Council and the public to have items, within the jurisdiction of the City Council, placed on the City Council agenda for consideration.
Members of the City Council:
The Mayor or any individual Councilmember may submit a written request by using the Council Item Request Form to the City Manager's Office for inclusion of an item on a City Council agenda, provided the request is received two (2) days prior to the public release of the agenda packet. At the meeting where the request is heard, discussion should be limited to whether the item should be added to an agenda and a date, not the merit of the item.
Referral from a Council Committee:
Council Committees may submit a written request to the City Manager's Office for inclusion of an item on a City Council agenda, provided the request is received two (2) days prior to the public release of the agenda packet. ·
Council Committees may bring forward a recommendation to the full City Council by way of the Committee minutes, which are typically prepared within three weeks following the Committee meeting.
Items Referred During a Council Meeting:
By Council action, an item may be referred to the City Manager for inclusion on a City Council agenda. If the request requires further study of the item from staff, a full analysis shall be prepared at the direction of the City Manager with at least thirty (30) calendar days prior to the meeting, unless otherwise directed by the City Council. If the request requires more than thirty (30) calendar days to prepare, status updates will be provided to the City Council every sixty (60) days as an informational memo.
Revised 10/27/2020
Resolution No. 20-8895
CP 030 Page 1 of 3
City of
Santa Clara
City of Santa Clara
Council Policy Manual
The Center of What's Possi ble
PROCEDURE
FOR WRITTEN
PETITIONS
ADD ING AN ITEM ON THE AGENDA
Written Petitions and Public Presentations:
Any member of the public may submit a written request raising any issue or item within the subject matter jurisdiction of the City Council to be heard under the "Written Petition" section of the City Council's regular agenda within two (2) Council meetings after received. After the initial Written Petition is placed on the agenda, a majority vote of the City Council may add the item to a future Council meeting for action. Any member of the public may address the City Council under the "Public Presentations" section of the agenda. If the presentation includes a request of the Council, a majority vote of the City Council may refer the item to the City Manager to be properly added to a future meeting, in compliance with the Brown Act.
1. All requests to address the City Council shall be submitted in writing.
Written Petition forms are available for the petitioner's convenience on the City's website and in the City Manager's Office, City Clerk's Office, and the Mayor and Council Offices. Alternatively, an email may be submitted to [email protected] .
2. Once the Written Petition is received by the City Clerk's Office, it should immediately be forwarded to the City Manager for placement on an agenda within two (2) Council meetings after receipt of the original request from the City Clerk's Office. All written material (request and any support material) will be submitted on the agenda in the form substantially provided by the requester without any staff analysis, including fiscal review, legal review and policy review, until the City Council has had the opportunity to provide direction to the City Manager.
3. At the meeting where the item is first considered, if a majority of the City Council supports further study of the item, then a full staff analysis shall be prepared within thirty (30) days, unless otherwise directed by the City Council. Discussion should be limited to whether an item should be added to an agenda and a date, not the merit of the item.
Revised 10/27/2020
Resolution No. 20-8895
CP 030 Page 2 of 3
City of
Santa Clara
City of Santa Clara
Council Policy Manual
The Center of What's Possible
PROCEDURE
FOR WRITTEN
REQUESTS
FROM CITY
COUNCIL
ADD ING AN ITEM ON THE AGENDA
1. Members of the City Council shall use the Council Item Request Form to submit a written request for inclusion of an item on a future City Council agenda.
2. Once the Council Item Request Form is received by the City Clerk's Office, it should immediately be forwarded to the City Manager for placement on an agenda within two (2) Council meetings after receipt of the original request from the City Clerk's Office. All written material (Council Item Request Form and any support material) will be submitted on the agenda in the form substantially provided by the requester without any staff analysis, including fiscal review, legal review and policy review, until the City Council has had the opportunity to provide direction to the City Manager.
3. At the meeting where the item is first considered, if a majority of the City Council supports further study of the item, then a full staff analysis shall be prepared within thirty (30) days, unless otherwise directed by the City Council. Discussion should be limited to whether an item should be added to an agenda and a date, not the merit of the item.
Attachments: Council Item Request Form
Revised 10/27/2020
Resolution No. 20-8895
CP 030 Page 3 of 3
City of
Santa Clara
The Ce nter of What's Possi ble
COUNCIL ITEM REQUEST FORM
The Council Item Request Form is for members of the City Council to submit written requests to the City Manager's Office for inclusion of an item on a future City Council meeting agenda. At the meeting where the initial written request is heard, discussion should be limited to whether the item should be added to an agenda and a date, not the merit of the item. A majority vote of the City Council is required for the item to be added to future Council meeting agenda for action.
CONTACT INFORMATION
Requesting Member of City Council --------------------
Contact E-mail ___________________________ _
Contact Phone _ ____ ______________________ _
Today's Date ____________________________ _
WRITTEN REQUEST
I, __________________ , hereby request that the following item be placed on the City of Santa Clara Council and Authorities Concurrent meeting agenda:
Reference: Council Policy 030 - Adding an Item on the Agenda Resolution No. 20-8895
City of
Santa Clara
The Center of What's Possible
CITY COUNCIL WRITTEN PETITION
2022 FEB IS Pri L, : OB
Please provide the information requested below. When complete, please submit to the City Clerk's Office, 1500 Warburton Avenue, Santa Clara, CA 95050.
Date: Feb 15, 2022
I, Ana Vargas-Smith, as SCPOC President, , am hereby requesting to be placed on the Santa Clara City Council Agenda for the following purpose:
Since 2019 we have asked that City Council help to cover the costs of City Services in support of SCPOC Based on last years costs to support a crowd of 8-10K, and a .76 length Parade route we are asking for a minimum of $65K to cover the same city services plus any adjustment for city service increases for the same services. This year we also want to ask if City can cover cost of SCUSD Facilitron parking fees of $950 in addition to the Ask.
I understand that it is important that I attend the meeting in the event there are any questions the Council wishes to ask me
Sign ~_,.-,,,..,.,•~M--~
NAME : Ana Vargas-Smith
ADDRESS: 958 Lewis Street
Santa Clara,
City
Street
95050
Zip Code
TELEPHONE :* Cell 408-394-2473
Optional
DATE : Feb 15, 2022
------------------
*NOTE: This is a public document. If your telephone number is unlisted or if you do not want it to be public, please provide an alternate number where you can be reached.
S:\CityCl erk\FORMS AND INFORMATION FOR STAFF USE\Written Petition Form - 2016.doc City of Santa Clara
Agenda Report
1500 Warburton Avenue
Santa Clara, CA 95050
santaclaraca.gov
@SantaClaraCity
22-318 Agenda Date: 2/22/2022
REPORT TO COUNCIL
SUBJECT
Update on City Council and Stadium Authority Staff Referrals
COUNCIL PILLAR
Enhance Community Engagement and Transparency
BACKGROUND AND DISCUSSION
During Council and Stadium Authority meetings, the City Council or Stadium Authority Board provide direction on policy issues or refer information requests to staff for follow-up.
The purpose of the City Council and Stadium Authority Referrals Update is to provide the City Council/Stadium Authority Board and the public with a current, status report. Completion of the referrals may be communicated by various means such as: Report to Council; Information Memorandum provided through a Council Agenda; City Manager Biweekly Report/Blog; or a City Manager/Executive report out during a future Council meeting.
The Referrals list will be published in the Council agenda packet under the “City Manager/Executive Director Report” section of the Council Agenda. Reports will include both open and closed referrals.
ATTACHMENTS
1. City Council and Stadium Authority Staff Referrals
City of Santa Clara Printed on 2/18/2022Page 1 of 1
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CITY COUNCIL AND STADIUM AUTHORITY STAFF REFERRALS
FOR FOLLOW‐UP/ACTION
Updated 2/16/22
Date
Assigned
Source Referral Description Assigned
Department
Projected
Completion
Completed
1. 1/25/22 Council Meeting Refer Swim Club Facility Condition Discussion to 2022 Priority Setting Parks & Rec 2022 Priority Setting Session
2. 1/25/22 Council Meeting Refer Senior Transportation Letter to 2022 Priority Setting Parks & Rec 2022 Priority Setting Session
3. 1/25/22 Council Meeting Postpone Action on Task Force on Diversity, Equity, and Inclusion’s Letter regarding Elected Police Chief until after 2022 Priority Setting
CMO March 8, 2022
4. 1/11/22 Council Meeting Action on a Written Petition (Council Policy 030) submitted by Keith Stattenfield requesting to place an agenda item at a future Council meeting to discuss requirements from the CAO on approving an update to the CC&Rs of the Case del Rey HOA Bylaws
CAO TBD
5. 1/11/22 Council Meeting Update on Review and Monitoring of Transportation Demand Management (TDM) Measures. Staff to Issue RFP to Support online reporting and tracking of TDM Measures and Present a Template to Complete the Forms
DPW TBD
6. 1/11/22 Council Meeting Action on a Council Written Request (Council Policy 030) submitted by CM Jain requesting to place an agenda item at a future Council Meeting to discuss making the Youth Soccer Park parking lot available when there are no events at the Youth Soccer Park
1. Investigate ADA Improvements for parking
2. Investigate whether the City can engage a private op erator to manage for parking
3. Investigate whether the 49ers can use their practice facility for parking
4. Determine the fair market value of VIP parking
Parks &
Rec/CAO
TBD
7. 1/5/22 Joint City/VTA Study
Session re: BART to Santa
Clara
1. Set a meeting with VTA near the proposed Santa Clara BART Station location to provide details to the public regarding station design (tentatively scheduled for 3/22/22)
2. Funding a Brokaw undergrounding study for February 8, 2022 Priority Setting Session
DPW March 22, 2022
8. 12/14/21 Council Meeting Action on Amendment No. 1 to the Agreement for the Performance of Services with Wilson, Ihrig & Associates for Noise Monitoring Services at Vantage CA2 Data Center and Owens Corning Facility and Related Budget Amendment: item continued to get more information on broadcasting, moving from the Northside to the stadium, and an impleme
ntation timeline
CDD February 22,
2022
9. 12/14/21 Council Meeting Defer Loyalton to future meeting to develop strategy for the sale of the property; staff to coordinate a visit to the property for interested Councilmembers CMO/SVP TBD
Cityof
Santa Clara
The Center of What's Possible
SCSA -------SANTA CLARA STADIUM AUTHORITY
CITY COUNCIL AND STADIUM AUTHORITY STAFF REFERRALS
FOR FOLLOW‐UP/ACTION
Updated 2/16/22
Date
Assigned
Source Referral Description Assigned
Department
Projected
Completion
Completed
10. 12/7/21 Council Meeting Written Petition (030) to be added to Future Agenda:
10A: Action on a Written Petition (Council Policy 030) Submitted by Jared Peters Requesting to Place an Agenda Item at a Future Council Meeting to Consider making a Policy Decision Regarding the City Assuming Responsibility of an Unstable and Dangerous Sound Wall in the Laurel Park East Nei
ghborhood
DPW March 8, 2022
11. 12/7/21 Council Meeting Written Petition (030) to be added to 2022 Priority Setting Session Agenda:
10C: Action on a Council Written Request (Council Policy 030) Submitted by Councilmember Jain Requesting to Place an Agenda Item at a Future Council Meeting to Consider a Neighborhood Stadium Relations Committee CMO 2022 Priority
Setting Session
12. 11/16/21 Council Meeting Refer a Potential Quiet Zone Policy to the 2022 Goal Setting Session on February 8 and direct staff to research any funding sources available before the meeting DPW 2022 Council
Priority Setting
Session
13. 11/16/21 Council Meeting Refer the Vision Zero Policy to the Goal Setting Session in February 2022 and return to Council with a funding source in the amount of $315K prior to the priority setting session – potential funding source identified before Priority Setting) DPW/Finance 2022 Council
Priority Setting
Session
14. 11/16/21 Council Meeting Consider Resolution to support the bid to FIFA for the 2026 World Cup and related events.
CMO/CAO February 22,
2022
15. 11/9/21 Council Meeting Project Homekey: Look for alternate site in Santa Clara better suited for this use; issue Request for Proposal (RFP) for basic hygiene resources for unhoused population, including bathrooms, showers, and laundry services.
CDD Contract for
services on
1/25/22 agenda.
Alternate site
2022 TBD
16. 10/26/21 Council Meeting Item 4: Presentation on Business Tax Ballot Measure and Other Potential Revenue Measures for November 2022 Ballot: Explore a business tax that strikes a balance with the value of a business‐friendly city (key priority) and progressive tax with input and advice of a consultant.
CMO/Finance 2022 Priority
Setting Session
17. 10/19/21 Council Meeting Written Petition (CP 030) regarding 1601 Civic Center Drive to be added to a future meeting agenda.
CDD/CMO Spring 2022
18. 10/19/21 Council Meeting Discussion of New City Hall into New Santa Clara Downtown Plan at the 2022 Priority Setting Session
CDD 2022 Priority
Setting Session
19. 10/19/21 Council Meeting Discussion of Proposal of a New City Film Commission at the 2022 Priority Setting Session
CMO 2022 Priority
Setting Session
20. 10/19/21 Council Meeting Discussion of Construction of Lawn Bowl Facility for consideration at the 2022 Parks & 2022 Priority Cityof
Santa Clara
The Center of What's Possible
SCSA -------SANTA CLARA STADIUM AUTHORITY
CITY COUNCIL AND STADIUM AUTHORITY STAFF REFERRALS
FOR FOLLOW‐UP/ACTION
Updated 2/16/22
Date
Assigned
Source Referral Description Assigned
Department
Projected
Completion
Completed
Priority Setting Session Rec/CMO Setting Session
21. 10/19/21 Council Meeting Discussion of Future Ballot Measure Discussion in 2022 for Infrastructure Bond or Tax to 2022 Priority Setting Session
CDD/City
Attorney/Finan
ce
2022 Priority
Setting Session
22. 10/19/21 Council Meeting Discussion of Rainbow Crosswalk Painting to 2022 Priority Setting Session (unless actions occur prior)
DPW/CMO 2022 Priority
Setting Session
23. 9/28/21 Council Meeting Approve staff recommendation for Item 6. Public Hearing: 2020‐2021 Consolidated Annual Performance and Evaluation Report (CAPER) with changes to increase grant funding to $30,000 for 7 agencies and fund the remaining 4 from the City’s General Fund.
Community
Development/
Housing
May 2022
24. 9/28/21 Council Meeting Refer the following Written Petition submitted by Councilmember Jain to the City Attorney’s Office for review, prior to being heard by the Governance Committee:
10 B. Request to Place an Agenda Item at a Future Meeting to Consider Hiring an Ethics Consultant for Upcoming Elections
Requested that the City Attorney’s Office provide an update to Co uncil on findings.
City Attorney 2022
25. 9/7/21 Council Meeting Agendize Written Petition submitted by David Donaldson to a future Council Agenda to Consider Placing a Ballot Measure on the 2022 Ballot for Charter Amendments calling for the voters to consider Campaign Reform actions relative to donations from Santa Clara businesses and residents, City matching funds for donations, funding caps, and dis
closures of funding raising activities. The
component regarding Mayor and Council salaries will be removed. Directed staff to return with a comparison of what other cities do.
City Clerk/City
Attorney
2022 Priority
Setting Session
26. 9/7/21 Council Meeting Shorten term of amendment to the agreement for the performance of services with Wilson, Ihrig & Associates for Noise Monitoring Services at Levi’s Stadium from 18 months to 6 months and directed staff to return with a proposal for owning versus leasing equipment and the cost benefit for monitoring th e noise data and quality of reporting.
CDD March 2022
27. 8/24/21 Council Meeting
(Study Session)
Directed staff to:
Engage with HomeBase to design City Plan Framework and start prep for workgroup discussions ‐ added to 1/25/22 agenda
Fast‐track Task Force/Housing Commission development and implementation – added to 1/25/22 agenda for Council approval CDD/City Clerk/
City Attorney/
Police
2022
Cityof
Santa Clara
The Center of What's Possible
SCSA -------SANTA CLARA STADIUM AUTHORITY
CITY COUNCIL AND STADIUM AUTHORITY STAFF REFERRALS
FOR FOLLOW‐UP/ACTION
Updated 2/16/22
Date
Assigned
Source Referral Description Assigned
Department
Projected
Completion
Completed
Fast‐track HomeKey progress where possible, especially in entitlements processing
Explore short‐term basic services, including bathrooms, showers, laundry, cell phone charging and others – Contract for services added to 1/25/22 agenda
28. 8/17/21 Council Meeting (Priority
Setting Check‐in)
Implement pilot meeting management protocol for Council meetings recommended by the Mayor and revisit/assess at 2022 Priority Setting Session in January/February 2022. City Attorney to return to Council with resolution outlining this process.
City Attorney 2022 Priority
Setting Session
29. 8/17/21 Council Meeting (Priority
Setting Check‐in)
Staff to return at a future Council meeting with draft ordinance to adopt recommended procurement reforms
Finance Early 2022
30. 8/17/21 Council Meeting (Priority
Setting Check‐in)
Direct staff to bring back on a future agenda a presentation on Councilmember conflict of interest, including what staff currently does and what the Council is responsible for
City Manager/
City Attorney
TBD
31. 6/15/21 Council Meeting Request to provide date‐based search capability on City website IT/City Manager
February 2022
32. 5/4/21 Council Meeting Parking Maintenance District No. 122 – Engage with property owners to discuss options for increasing their share of the annual O&M costs and potential for dissolving the district – Update for Council is scheduled on 1/25/22 Public Works February 2022
33. 2/23/21 Council Meeting Return with information in 6 months on a cost analysis on City’s undertaking of responsibility of sewer laterals on and options for potential grant program and/or insurance policies
Water & Sewer 2022 Priority
Setting Session
34. 1/12/21 Council Meeting Defer approval of the 1205 Coleman Gateway neighborhood park design to work with the developer within current project approvals to receive additional community input including the Old Quad on park design
Parks & Rec Spring 2022
35. 1/12/21 Council Meeting Provide a Study Session on pros/cons lifecycle cost/benefits of artificial surfacing including turf (staff will return to Council with an Information Memo) Parks & Rec Summer 2022
36. 10/13/20 Council Meeting Community Benefits Policy – Return to the Governance Committee with potential models of a Community Benefits Policy with feedback from various Community groups (i.e., CatalyzeSV) and best practices from other Cities Community
Development
Spring 2022
37. 9/24/19 Council Meeting Staff to review the Ordinance and enforcement of illegal street food vendors. At the 9/25/20 Council meeting, Council asked staff to review enforcement of vendors outside of Levi’s Stadium
Police Summer 2022
Cityof
Santa Clara
The Center of What's Possible
SCSA -------SANTA CLARA STADIUM AUTHORITY
CITY COUNCIL AND STADIUM AUTHORITY STAFF REFERRALS
FOR FOLLOW‐UP/ACTION
Updated 2/16/22
Date
Assigned
Source Referral Description Assigned
Department
Projected
Completion
Completed
38. 4/30/19 Council Meeting Number of public transit riders for large stadium events
49ers Stadium
Manager
TBD
39. 4/30/19 Council Meeting Ask Stadium Manager for analysis to support their position that reducing the cost of parking would likely adversely impact public transit ridership, resulting in more cars on the roads
49ers Stadium
Manager
TBD
37. 10/2/18 Council Meeting Amend sign ordinance to prohibit signs on public property Parks & Rec/ City Attorney
TBD
40. 3/13/18 Council Meeting Develop a Stadium Authority Financial Reporting Policy in conjunction with the Stadium Authority Auditor and the external auditor
Finance Early 2022
Cityof
Santa Clara
The Center of What's Possible
SCSA -------SANTA CLARA STADIUM AUTHORITY
COMPLETED 2022
CITY COUNCIL AND STADIUM AUTHORITY STAFF REFERRALS
Updated 2/16/22
Date
Assigned
Source Referral Description Assigned
Department
Projected
Completion
Completed Resolution
1. 8/17/21 Council Meeting
(Priority Setting
Check‐In)
Directed staff to return to Council at a future date with changes to the eligibility for serving on City Commissions that expands the eligibility requirement from Santa Clara electorate to Santa Clara resident – deferred to December
City Attorney 12/7/21 1/11/22 Approved by Council
at 1/11/22 Council
Meeting
2. 8/17/21 Council Meeting
(Priority Setting
Check‐in)
Direct staff to explore a consultant for a TDM Study (scope, cost, ongoing cost) and talk to other cities and gather anything that may be able to be shared
CDD 12/14/21 1/11/22 Reported at Council
Meeting
Cityof
Santa Clara
The Center of What's Possible
SCSA
SANTA CLARA STADIUM AUTHORITY