CC - Item 8B - Lunar New Year Celebration 2012 Proposal'I :0
TO: THE HONORABLE MAYOR AND CITY COUNCIL
FROM: JEFFRY ALLRED, CITY MANAGER
DATE: OCTOBER 11, 2011
SUBJECT: LUNAR NEW YEAR CELEBRATION 2012 PROPOSAL
SUMMARY
The City of Rosemead has hosted an annual Lunar New Year Celebration in partnership with
EDI Media, Inc. since 2010. EDI recently submitted its proposal to partner with the City of
Rosemead for the 3" Annual Lunar New Year (2012) Celebration. The Rosemead Chamber of
Commerce had indicated its intent to submit a proposal but has decided not to do so. EDI
proposes the following:
• Event date /time: Saturday, January 21, 2012, 10:00 a.m. — 5:00 p.m.
• Event location: 8001 Garvey Avenue (former Auto Auction site)
• Event cost to City: $16,000 (reduction of $2,000 from 2011)
• Event to be comprised of live entertainment, as many as 150 food, information, and
sales booths (10 to reserved for City use), and children's activities
• Event security to be provided, under separate contract, by the Los Angeles Sheriff's
Department. Costs will also be paid by EDI.
All activities are consistent with 2010 and 2011 events and both were successful.
Staff Recommendation:
That the City Council authorize the City Manager to execute a contract with EDI Media, Inc. for
the Lunar New Year Celebration 2012.
PUBLIC NOTICE PROCESS
This item has been noticed through the regular agenda notification process.
FISCAL IMPACT
Funds for a Lunar New Year Celebration are included in the 2011 -12 Fiscal Year budget.
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Attachment: Event Proposal from EDI Media, Inc.
APPROVED FOR CITY COUNCIL AGENDA: ITEM NUMBER:
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TO: Mr. Jeffery Allred,
City Manager
City of Rosemead,
8838 E. Valley Blvd., Rosemead, CA 91770
Sept., 29, 2011
PROPOSAL
Dear City Manager Mr. Allred,
As we all wish to work together towards the coming year 2012 for another successful event
around the Chinese New Year time, here is what we have composed as a proposal to your kind
consideration and evaluation. Please feel free to correct and comment.
Also, understanding the bad economy, we are willing to help by reducing the City burden
by $2000 from the previous years' level (i.e. from $18,000.00 to $16,000.000) and guarantee no
reduction of the event quality if not better.
Respectfully Submitted
Jack Z. Zhao
For and on behalf of
EDI Media Inc.,
Proposal to City of Rosemead
Lunar New Year Family Festival, 2011
Sept., 29, 2011
Based on the great success of the 2011 City of Rosemead Lunar New Year Family Festival,
this proposal is made to the City of Rosemead by EDI Media Inc. to continue jointly hosting and
co- organizing the 3 City of Rosemead Lunar New Year Family Festival, 2012 ( "Festival ").
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Date:
The Festival is proposed to be held on Jan 21 (Sat), 2012 or in the event of rain, Jan 28
(Sat), 2012.
Theme & Title:
Entertaining residents of the City and of surrounding communities through a traditional
celebration of both the International and Chinese Lunar New Year. The Festival shall be identified on
all promotional and advertising media as the "City of Rosemead Lunar New Year Family Festival."
Location:
8001 Garvey, (the former Auto Auction lot), Rosemead, CA 91770. EDI shall be
responsible for obtaining any permits necessary to hold the Festival or any portion of the
Festival..
Nature of Festival:
The Festival is proposed to be an outdoor, open to public, free admission, multi - cultural
event featuring live stage entertainment, children's activities with 100 to 150 vendor booths
(including approximately 1/3 food vendors, 1/3 small merchandise vendors and 1/3 service type
vendors).
The Festival shall be open to the public from 10:00 a.m. to 5:00 p.m., and the Festival
vendors may be on the site from 8:00 a.m. to 7:00 p.m. considering time needed for setting up
and initial cleaning up.
EDI employees and EDI's contractors may be on the Festival site from 6:00 a.m. the
previous day (Jan 20, for the purpose of setting up) to 10:00 am the next morning (Jan 22, for
cleaning up), and EDI shall have sole responsibilities for these activities.
EDI Responsibilities
EDI is responsible for all promotional activities and operational activities relating to the
Festival. Upon receipt of the City funds as provided below, EDI shall bear full responsibility to
prepare for, publicize, obtain all permits for, and host the Festival on the scheduled date as
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described and required by this Agreement. This includes but is not limited to obtaining all
applicable permits from the Los Angeles County Health Department for operation of the vendor
booths on the date of the event and contracting with Los Angeles County Sheriff personnel to
secure the premises for the Festival as required by law.
Cost Estimate Provided by EDI
Based on the actual expenses of the same Festival of the previous year, the estimated costs
of stage rental, booth rental, performer fees, sanitation rentals and fees, public safety and
security, public health authorities, EDI employee wages and overtime, approximately three (3)
month of promotions, insurance, and contingencies, EDI expects that the total cost of the
Festival will be sixty thousand dollars ($60,000.00) ( "EDI Estimated Cost').
Cost Sharing
EDI shall bear 73% of the EDI Estimated Cost and the City shall bear the other 27% of the
EDI Estimated Cost, for a total contribution from each party of:
City of Rosemead $16,000.00
EDI Media Inc $44,000.00
In the event that the total cost of the Festival exceeds the EDI Estimated Cost, EDI will bear
any such additional cost in full with no loss or diminishment of event quality.
Advance Payment of City Contribution
City is proposed to pay to EDI its share of estimated cost, a total of Sixteen Thousand
Dollars ($16,000.00) in one lump sum on or before November 15, 2011 to ensure time for event
preparation, promotion and advertising.
Losses
EDI will absorb any loss from the Festival on its own, including but not limited to any loss
stemming from the Festival costs exceeding the EDI Estimated Cost. This means at the end of the
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EDI MEDIA INC.
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Festival, neither party shall owe any amount of money to the other party.
Additional City Assistance
City shall agrees to waive or reduce the cost (if any) of services rendered by the City to the
event including, but not limited to, business license fees to the vendors (which are to be waived
or reduced by the City as an incentive) and free use of a City facility for performance rehearsals
on scheduled dates and times as can be accommodated by City. City and EDI shall communicate
and negotiate regarding rehearsal times and the reduction or waiver of any fees.
City Management and Oversight
The City shall be represented for purposes of this Agreement by the City Manager or his
designee. The City shall have the right to review and approve all products and services (including
event vendors and performers) recommended by EDI for inclusion in the Festival, but not the
authority to oversee the publicity or actual operation of the Festival.
Booth Reservations:
EDI will reserve Ten (10) vendor booths to be used by Rosemead non - profit organizations
for event participation as vendors. Participation shall be at no cost to organizations. City will be
solely responsible to identify participating organizations. Should City not identify Ten (10)
appropriate non - profit organizations by or before January 7, 2011, City shall notify EDI of the
total number of booths needed for non - profit organizations and EDI shall have the right to
arrange for commercial vendors for any of the remaining booths.
Insurance:
EDI insurance should cover the City in full that includes city employees, faculties
and designees, and a copy of insurance policy stating the City as additionally insured is to
be attached to actual agreement.
Proposed By: Jack Z. Zhao, Event Manager
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1773 W. San Bernardino Rd., Building C31 -34, West Covina, CA 91791
Tel (626)856 -3889 Fax (626)856 -3896