CC - Item 8B - September 11th Run for the Memorial and Other Fundaraising EffortsROSEMEAD CITY COUNCIL
STAFF REPORT
TO: THE HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL
FROM: JEFF ALLRED, CITY MANAGER/EXECUTIVE DIRECTOR�e
F.,1 Allrtj
DATE: NOVEMBER 23, 2010
SUBJECT: SEPTEMBER 11 RUN FOR THE MEMORIAL AND OTHER FUNDRAISING
EFFORTS
SUMMARY
On September 11, 2010, the City hosted a Run for the Memorial event to raise funds for the 10
Anniversary September 11"' Memorial, which is included in the City's Capital Improvement
Program for Fiscal Year 2010 -11. The run was part of the September 11 Memorial Donor
Program approved by the City Council in May. As a result of the public response, members of
the City Council have suggested that the run be offered again in September, 2011.
Further, staff is recommending a variety of other fundraising activities to continue to raise the
estimated $60,000 necessary to build the September 11 Memorial.
Staff Recommendation
Staff recommends that City Council approve Run for the Memorial 2011 to include a 5K and 1-
mile Run/Walk as well as other activities to raise funds for the September 11 Memorial project.
ANALYSIS
Fundraising was initiated in June. To date, donations, less expenditures, total approximately
$25,000 (42% of the funds needed to complete the project). This includes direct donations from
residents and businesses, various efforts at City events, and Run for the Memorial entry fees.
A summary of Run for the Memorial 2010 costs and estimations for 2011 (based on 600
runners) are provided below:
Run Expenditures
2010 Actual
2011 Est 5K
2011 Est Incl. 10K
Advertising
$4,072
$3,975
$3,975
Give -aways (t- shirts,
medals
$1,400
$1,800
$4,419
Public Works/Public
Services
$6,008
$3,800
$6,600
LASD
$4,800
$2,400
$5,280
Timing
$0
Est. $2,500
Est. $2,500
Miscellaneous
$1,685
$2,050
$2,050
Total
Expenditures
$19,975
$16,525
$24,824
Total Revenues
$10,529
$11,000
$11,000
APPROVED FOR CITY COUNCIL AGENDA: ITEM NUMBER.:
City Council Meeting
November 23, 2010
Page 2 of 3
Revenues were generated through participation of 350 event attendees including 118 walkers
and 155 and 77, respectively, for the 5K and 10K runs. Costs for City staff were absorbed into
the department budgets, and LASD Personnel adjusted shifts to avoid added contract costs.
Brothers Awards and Trophies donated event medals and timing services were provided, at no
cost, by the Los Angeles Sheriffs Athletic Association ( LASAA).
While medals were donated by one of our event sponsors this year, Brothers Awards has
indicated that they cannot afford, at $2,400, to donate medals for all participants. LASAA has
indicated a willingness to assist with timing next year. However, they are upgrading to electronic
"chip" timing. While it is a more effective method, they expect a cost of up to $10 per runner for
the disposable chip. That could result in $6,000 in costs.
Further, some costs can be further offset by increasing participation fees, but it is important to
price participation reasonably. Fees, this year, were $15 for the walk, $25 for either run, and late
registrants paid $10 more. Rates for each race could be increased by $5 per person to cover
timing costs and medals, generating an additional $3,000. However, this is more than a number
of established races charge for participation as indicated in the table below:
Date
Event
Host
Cost
Fun Run/ 5W 10K
Charity
February
Rose Bowl 5K/10K
Pasadena
$35/35
May
Aid Africa 5K
S. El Monte
$30
Yes
July
PCC 5K
Pas. City Colle a
$25 +10 Late
September
Run for The Memorial
Rosemead
$15/25/25 +10 Late
Yes
October
Matt's Race 5kNValk
Cal Poly Pomona
$25 + 10 Late
Yes
November
Turkey Trot 5K/10K/Walk
San Dimas
$20/30/35 +10 Parking
Yes
November
Turkey Trot Fun Run /5K
San Gabriel
$11/26 +5 Late
December
S. Pasadena Tiger Run 5K
S. Pasadena
$20 +5 Late
Because the purpose of the event is to raise funds, cost reductions have been further evaluated.
As indicated earlier, the largest expenditures are staff and LASD personnel, despite the use of
50 volunteers. It is strongly recommended that it be limited to a 5K run and 1 -mile run/walk (as
only 22% if participants entered the 10K) and that medals be awarded only to winners (as it
would cost $2400 to give to all participants, and very few races do so). A reduction in personnel
would reduce associated costs by nearly 50 %. A number of existing local runs are limited to 5K
races and fun runs. Another attempt was made to reduce personnel by expanding the 5K route
to facilitate a 10K run. However, it required circling the course 2.5 times and resulted in cross
two -way traffic racers. Our course consultant, Sgt. Mark Flores, indicated that circuitous courses
are very unpopular with runners and he strongly discourages doing so. Thus, if a 10K run
remains a part of the event, maintaining the existing course is suggested.
This year's race included sponsorships from LASD, LASAA, UFC Gym, JACK FM, Cal Poly
Pomona Farm Store, Fresh and Easy, Clear Channel, Brothers Awards and Trophies, Freddie
Mac Towing, Road ID, and Street Image. It is hoped that as many or more sponsors will
participate in next year's race as it also substantially reduced costs in a variety of areas as did
the help of volunteers.
City Council Meeting
November 23, 2010
Page 3 of 3
Additional Ideas
In addition to the Run, staff is proposing a city -wide raffle. Area businesses have already
contributed prizes and tickets are being printed at no cost. Tickets will be sold from December 1,
2010 through March 31, 2011. Winners will be identified at a City Council meeting in April, 2011.
Some other events and activities currently being planned include a Spaghetti Dinner at the
RCRC, senior dances in coordination with Rosemead's senior groups, a Bingo event in
partnership with Don Bosco Technical Institute, a pancake breakfast in conjunction with
Rosemead Partners, "Coins for Causes" and "Free Dress Day" at local schools, and a
September 11 Museum at City Hall from July through October. Other activity and event ideas
are also being considered. It is hoped that these events will help raise the balance of funds
needed to pay for the Memorial. A Trust and Agency account has been created for the funds
received. Any donations in excess of project costs would be retained in the account for ongoing
maintenance of the Memorial.
PUBLIC NOTICE PROCESS
This item has been noticed through the regular agenda notification process.
FISCAL IMPACT:
As no funds have been allocated for the September 11 Memorial project, all affiliated event
and activity expenditures have been and will continue to be paid through donations. Expenses
for development and installation of the September 11 Memorial that are not covered by
donations or fundraising efforts are eligible for coverage by Redevelopment bond proceed funds
on deposit.
Submitted by
DAVID MONTGOMERY -SCOTT
Parks and Recreation Director
Attachments: Race Course Maps
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Alternate 10K Course Map
Start: UFC Gym 8920 Glendon Way, Rosemead, CA
Finish: Rosemead City Hall, 8838 E. Valley Boulevard, Rosemead
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