Approve Six Fiscal Year 2017-18 Special Event Support Grants 05-02-17 PDF

CITY OF CARMEL-BY-THE-SEA
CITY COUNCIL
Staff Report
SR 2017-062
May 2, 2017
Orders
TO: Honorable Mayor and City Council Members
SUBMITTED BY: Janet Bombard, Library and Community Activities Director
APPROVED BY: Chip Rerig, City Administrator
SUBJECT: Approve six (6) Fiscal Year 2017/18 Special Event Support grants totaling $6,738.
RECOMMENDATION
1. Approve six (6) Fiscal Year 2017/18 Special Event Support grants totaling $6,738 to the following
organizations:
A. $798 to Padre Parents for the Carmel High School Homecoming Parade.
B. $1,203 to Monterey Bay Chapter American Institute of Architects for the 57th Annual Great Sand
Castle Contest.
C. $527 to Carmel Host Lions Club for Breakfast with the Bunny.
D. $877 to Big Sur International Marathon for Run in the Name of Love.
E. $608 to the Monterey County Vintners and Growers Association for the Monterey Winemakers
Celebration.
F. $2,725 to the Carmel Art Festival for the Carmel Art Festival.
2. Direct staff to include funding of $6,738 for Council discretionary funding within the Fiscal Year 2017-2018
Preliminary Budget.
3. Upon adoption of the Fiscal Year 2017-2018 budget, direct staff to prepare grant agreements with the
organizations recommended to receive funding.
BACKGROUND / SUMMARY
BACKGROUND
Special events benefit communities by providing cultural, educational and recreational opportunities that enrich
residents lives while enhancing the local economy. In recognition of this fact, the City Council has a history of
allocating funding to encourage and support special events.
The Citys recently adopted special event policy, City Policy C16-01, defines and outlines an annual Special
Event Support Program -- a grant program that provides financial support to event organizers in the form of
credits toward their special event fees (the City does not provide cash awards to grantees).
In the fall of 2016, the first Special Events Support Program process for Fiscal Year 2016/17 events was held.
The City Council awarded grants to three special events: Carmel Art Festival, Monterey Winemakers
Celebration, and Run in the Name of Love.
The second round of Special Event Support Program grant applications - for special events taking place in
Fiscal Year 2017/18 - began January 27, 2017. Staff sent the guidelines and application to event organizers
who had applied for a special event in the City during the past three years. Two ads were run in the Carmel
Pine Cone, and the guidelines and application were posted on the Citys webpage. The Carmel Pine Cone
also wrote an article featuring the grant application period.
The City Council adopted Policy C16-01 after the Fiscal Year 2016/17 budget was adopted. Council had
already allocated $27,500 in the FY 16/17 budget for fee waivers; however, a 9th District United States Court of
Appeals decision determined that fee waivers were unconstitutional. The Special Event Support Program
section of Policy C16-01, which complies legally, took the place of fee waivers and the funds that had been
allocated for the waivers were allocated to the special event support program grants instead.
Because the grant requests under consideration in this staff report are for events that will take place in Fiscal
Year 2017/18, the City Council has not yet budgeted funds for the FY 17/18 Special Event Support Program.
COMMUNITY ACTIVITIES AND CULTURAL COMMISSION RECOMMENDATION
The Community Activities and Cultural Commission voted to recommend the following to the City Council:
Grant 95 percent of the special event fees to events with no income stream, like the Carmel High School
Homecoming Parade and the Sand Castle contest; grant 50 percent of the fees to off-season events (held
November through March, as defined by City Policy C16-01); grant 20 percent of the fees to events held during
the high season of April through October; and grant 5 percent of the fees to events during ultra busy / peak
weeks like the AT&T Pebble Beach Pro-Am, Concours Week and the U.S. Open.
COMMUNITY ACTIVITIES AND CULTURAL COMMISSION REVIEW
The Community Activities and Cultural Commission (CA&CC) is charged with reviewing qualifying Special
Event Support Grant applications and making funding recommendations to the City Council. The
Commissions recommendations are intended to help inform the City Councils budget allocation with regard to
fiscal year Special Event Support Grant funding.
The CA&CC took the following points under consideration when making Fiscal Year 2017/18 Special Event
Support funding recommendations to the City Council:
City Policy C16-01 states with regard to grant funding that the purpose is not to fund the entirety of an
event (page 12 of the policy). The policy further states that Grants awarded are not intended to cover
all of an Event Organizers costs associated with City oversight (also page 12).
To continue to recommend granting the total amount of event fees makes the entire grant application
process unnecessary; under those circumstances it would be less work for the City to eliminate special
event fees altogether.
City Councils set fees for City services. A City incurs costs, be it staff time, supplies, equipment, etc.,
to provide any City service; fees are imposed to cover the cost of providing that service. Fees are also
a source of revenue for a City. Fees that go uncollected in this case the Citys costs to host and
facilitate non-City special events - become services that the City must subsidize at taxpayers expense.
METHODOLOGY
The Community Activities and Cultural Commission considered two methods that might be used to develop
recommendations for special event grant funding:
Method One: Hard Costs vs. Soft Costs
With respect to special event fees, hard costs include items such as barricades, signs, staff time, event visitor
shuttles, and portable restrooms; soft costs include streets and parks, with the thought being that fees for hard
costs should always be paid but more leeway could be given to not charging for soft costs. However, the
disparate nature of the various special events and the locations in the City in which they are held could
potentially make for an unequal application of fees. A small event that uses two streets for eight hours at a
total cost of $730, for example, does not derive the same financial benefit that an event that uses Devendorf
Park for eight hours at a cost of $1,600 does.
Method Two: Establish a percentage
Establishing a percentage that could be applied equally to all Special Event Grant applicants would be an
easy-to-apply option that could result in a fair and equitable solution with regard to the Citys allocation of
credits toward their special event fees. Fee waivers were deemed unconstitutional by the 9th District United
States Court of Appeals in part due to what the court saw as the potential for a City Council to engage in what
it termed content-based discrimination (i.e. applying arbitrary standards) with regard to funding special
events. Allocating the same percentage of grant funding to each event eliminates any appearance of content-
based discrimination.
SPECIAL EVENTS SUPPORT GRANT APPLICATIONS
The City received seven Special Events Support Program applications, totaling $58,616 for Fiscal Year
2017/18. Six requests, totaling $27,206, are being considered under this particular item of business. Due to a
request for multiple year grant funding, the Concours on the Avenue event will be considered in a separate
staff report.
Nonprofit Event Estimated FY Requested CA&CC Comments

Organization 17/18 Special Funding Recommended
Event Fees Grant Funding
(numbers rounded)
Padre Parents Carmel High School $840 $840 $798 No income
Homecoming stream- 95%
Parade of fees
th
Monterey Bay 57 Annual Great $1,266 $1,266 $1,203 No income
Chapter AIA Sand Castle stream- 95%
Contest of fees
Carmel Host Breakfast with the $2,637 $2,600 $527 High season
Lions Club Bunny event- 20%
of fees
Big Sur Intl Run in the Name of $4,384 $4,000 $877 High season
Marathon Love event- 20%
of fees
Monterey County Monterey $3,042 $5,000 $608 High season
Vintners & Winemakers event- 20%
Growers Assn Celebration of fees
Carmel Art Carmel Art Festival $13,623 $13,500 $2,725 High season
Festival event- 20%
of fees
Carmel Carmel by the Sea $31,059.35 $31,410 $1,553 Peak week
Foundation for Concours on the event- 5% of
Seniors Avenue fees
Total Estimated Total Total CA&CC
FY 17/18 Special Requested Recommended
Event Fees: Funding: Grant Funding:
$56,851.35 $58,616 $8,291
Before City Policy C16-01 was adopted in 2016, the City granted fee waivers to special event organizers. The
current Special Events Support Grants program is still new and the process has not yet been fully defined.
Continued direction from the City Council will provide a more specific process going forward.
FISCAL IMPACT
Should the City Council approve the grant amounts recommended by the Community Activities and Cultural
Commission, the total Fiscal Year 2017/18 budget amount allocated to Special Event Support grants will be
$7,503 (this amount includes the Concours on the Avenue event).
PRIOR CITY COUNCIL ACTION
The City Council allocated $27,500, originally to fee waivers, in the FY 16/17 budget. $20,000 of that amount
was allocated in the form of Special Event Support Grants to three special events in the following amounts:
$3,000 to the Monterey Winemakers Celebration on January 3, 2017

$4,000 to Run in the Name of Love on January 3, 2017
$13,000 to the Carmel Art Festival on February 7, 2017
The $20,000 in grants reflects the total estimated amount of special event fees that would have been charged
to the three events.
ATTACHMENTS
1. Grant applications: Carmel High School Homecoming Parade; 57th Annual Great Sand Castle Contest;
Breakfast with the Bunny; Run in the Name of Love; Monterey Winemakers Celebration; Carmel Art
Festival
2. City Policy C16-01, Special Event Support Program Section
3. Correspondence
Attachment 1
CITY OF CARMEl-BY-THE-SEA
SPECIAL EVENT SUPPORT GRANT APPLICATION
FOR SPECIAL EVENTS OCCURING BETWEEN JULY 1, 2017- JUNE 30, 2018
Please complete the entire application, answering all requests for information and mail or hand deliver three (3)
complete packets including application form, event budget, promotional/marketing plan, and proposed
performance measures.
APPLICANT INFORMATION
Name: Aubrey Powers Email Address: apowers@carmelunified.org
Organization Name: Padre Parents I Carmel High School
Address: 3600 Ocean Ave
City: Carmel-by-the-Sea State: CA Zip: 93923
Telephone Number: (831) 624-1821 Cell Number: 661-303-9412
Website address: www.carmelunified.org Non-Profit Tax I. D. :
EVENT INFORMATION
Event Title: Carmel High School Annual Homecoming Parade
Number of expected attendees: 200 + Requested grant amount: $840
Event Start Date: TBD Time: 3:15 AMOPMX Event End Date: Time:3:45pm AMDPM X
Event Category: (check one)
D Athletic/Recreation D Art/Exhibit D Car Show D Festival/Celebration xD Parade/Procession

D Performance D Run/Walk D Other (please specify) _ _ _ _ _ _ _ __
Event Description: Provide a narrative description of the full scope of your event in the space below. Be os specific
and detailed as possible. Attach an additional page as necessary.
Requested by Carmel High School ASB/ Padre Parents fort he purpose of their Annual Homecoming in
the City. The cars, floats, and walkers will stage on Mountain View between Torres & Junipero and
then proceed down Ocean Ave., make a U-turn on Monte Verde, back up Ocean & disband back on
Mountain View. The Fire truck and antique car will start the parade.
RECEIVED
Per
. ; 2~\1
Mcf1P i
REQUESTED FUNDING AMOUNT: $840.00 v
SPECIAL EVENT SUPPORT GRANT SCREENING QUESTIONNAIRE
1. Will your event take place in the City of Carmel-by-the-Sea? Yes xD NoD
2. Will your event take place between July 1, 2017 and June 30, 2018? Yes)!{! NoD
3. Does your application include a copy of your complete event budget? Yes.}( No D
4. Does your application include a copy of your proposed promotion/marketing plan? Yes)!li NoD
5. Does your application include a copy of your proposed performance measures? Yes )(.. No D
If you answered 11 No" to any of the above questions, please provide a brief explanation:
6. Is this the first year the event will take place in the City of Carmel? Yes D No l'&l
7. If not, how many years has the event been held in the City? 30 +years
8. Will the event benefit a City or sphere-of-influence-based non-profit organization? Yes D No l'&l.
If you ~nswered 11 No", please provide a brief explanation:
Benefits the Carmel High School students
9. What are the anticipated direct or indirect charitable contributions from your event that will support Carmel's
schools, cause-related, or non-profit organizations? Carmel Unified will not have to pay a fee
10. Has your event previously received City funding support in the form of reduced fees? Yes D No ~
11
If you answered Vesu to this question1 attach the following documentation to this application: A. name of
charitable organization(s), B. amount(s) of actual charitable contribution(s) since the inception of the event.
If you did not attach documentation, please provide a brief explanation:
11. Is your event financially dependent upon receiving City support? Yes D No'@
12. Does your organization have an outstanding debt to the City of Carmel-by-the-Sea? Yes D No 'JI;r
13. Will admission be charged (including any sort of pre-payment/registration or sponsorship plan)? Yes D No !ii:[
14. Will your event be open to the community/public? Yes .IR! No D

FOR SPECIAL EVENTS OCCUR lNG BETWEEN JULY 1, 2017- JUNE 30, 2018
Page 3
15. Does your organization serve Carmel-by-the-Sea residents? Yes No D

If you answered yes, please explain how: Yes, we are the local High School
16. Will your event be sponsored, hosted and organized by a non-profit organization? Yes.~ NoD
17. Will your event benefit any for-profit enterprises? Yes D No 1:&
18. Will your event serve, involve, call attention to and promote the City of Carmel, its residents, non-profits,
schools and/or organizations? Yes Dif No D
19. Will your event attract visitors to the City? Yes D No~
20. Will the event directly or indirectly benefit or promote City of Carmel businesses? Yes !lSI No D
If you answered yes, please explain how:

Our Homecoming Parade brings students, parents and families into the downtown area.
OTHER REQUIREMENTS
17. Successful applicants will be expected to follow the City's separate Special Event Permit process and submit all
necessary forms, insurance and fees as required.
18. Successful grant recipients will be required to enter into an agreement with the City and consent to the City's
terms and conditions which will include language granting the City the right to audit financials. The agreement will
include a mutually agreed-upon promotion/marketing plan and performance measures for evaluating the event's
marketing and economic impact.
19. Event organizers will be required to demonstrate how the event met, or did not meet, the objectives and
measures in a required, post-event report Event organizers who are funded will be required to submit such a
report to the City within 60 days of the event's conclusion.
ACKNOWLEDGEMENTS
I certify that the above information is true and correct to the best of my knowledge.
I certify that participation in this organization is not predicated on a person's race, color, religion, ethnicity, national
origin, age, sex, sexual orientation, marital status, political affiliation, disability or medical condition.
I understand that this Special Event Support grant application is for preliminary review only, and does not guarantee
that my event will be approved to move forward through the Special Event Grant process. If approved, I understand
that any change in the scope of the e ent must be reported to the Community Activities Department and additional
permits and fees may be requir_ed.
Applicant Signature 0-- Date 3/c, /r 7

rt
Please print name ;.ht b ('-(1 hu....c1
Grant Application Form, Page 3 of 3
City of Carmel by the Sea, Community Activities Dept., PD Box CC, Carmel, CA 93921 (831} 620-2020
Marketing Plan for: CARMEL HIGH SCHOOL ANNUAL HOMECOMING PARADE
The Carmel High School Associated Student Body will market the Homecoming Parade in the
School Newspaper and on Social Media
Performance Measures for: CARMEL HIGH SCHOOL ANNUAL HOMECOMING PARADE
Following the event, the CHS ASB officers will meet with the City of Carmel Community
Activities Department to review and evaluate the event and discuss ways it might be improved.
The following criteria will be considered:
* Number of Attendees
* Number of Council Members
* Number of Volunteers
* Program
Student Involvement
Quality of Floats
Keeping to City's specifications
Safety of students and parade goers
In addition, the true success of the event will be measured by the overall Homecoming Spirit of
the students and parade goers. Did the attendees enjoy themselves? Did the students
experience the excitement of the Homecoming parade? Did people cheer as the parade went
by?
ESTIMATED BUDGET FOR CARMEL HIGH SCHOOL ANNUAL HOMECOMING PARDE
INCOME NOTES ESTIMATED ACTUAl

Entry fees
Ticket sales
Sponsorships
Donations
Merchandise Sales
Raffle
Auction
Grant funds
Other (list)
Other (list)
'----
c---- INCOMETOTALI Is =J $ -
EXPENSES NOTES ESTIMATED ACTUAL

City Special Event Fees 1 Block closure, Application Fee, 20 NO PARKING signs, 4 barricades $ 840
Other Fees
Licenses
Equipment
Furniture Rental
Staff/Labor **determined by Police Department
Advertising
Promotional Distribution
Photocopies
Photography
Postage
Printing
Insurance .
$ 150
Decorations
1
Prizes
PAGE F2
Performers
Speakers
AV
Security
Lighting
Signage/Banners
Refreshments
Filming
'
Other (list)! l-1.1\l..b (. m ' tuJ! \ J,croD
Other (list)
EXPENSES TOTAL $ \,990 Is -I
INELIGIBLE GRANT EXPENSES

City Special Event Application Fee
Disbursements to Charities
PAGE F2
CAR~HL HIGH SCHOOL
Home otthe Padres
RICK LOPEZ: PRINCIPAL CRAIG lUANA :ASSISTANT PRINCIPAL TOM PARRY: ASSISTANT PRINCIPAL
March 4th, 2017
Subject: Carmel High School

Statement of Qualified Charitable Contribution Recipient
Under Internal Revenue Code and Regulations
To whom it may concern:
Carmel High School as part of the Carmel Unified School District, Federal Employer Identification
number (FEIN) 77-0322693, is a qualified recipient of deductible charitable contributions under
Internal Revenue Code: Section 170(b)(1)(A)(ii) and related regulation Section 1.170A-9(b)(1).
The Carmel Unified School District is a political sub-division of the State of California, and as
such, is exempt from Federal income taxes under Internal Revenue Code Section 115, rather
than under Section 501, (the code describing which types of non-governmental organizations
are exempt from Federal income taxes.)
Included in the Carmel Unified School District are all of the campuses and student organizations.
Accordingly contributions to any of these sites or student organizations are deductible as
charitable contributions made to the Carmel Unified School District under Code Section 170.
Please consult your tax advisor for limitations and other restrictions regarding any charitable
giving.
Diana Vita
Associated Student Body Accounts
Carmel High School
Post Office Box 222780 :: Cannel, California 93922 :: Phone: 831.624.1821 :: Fax: 831.626.4313
ESTIMATED FEES 2018 CARMEL HIGH HOMECOMING PARADE
Non refundable Special Event Processing Fee* $ 155.00

Block closure ($365 per block) $ 365.00
4 Barricades at $65 each $ 260.00
20 No Parking Signs @ $3.00 each $ 60.00
TOTAL $ 840.00
591CITY OF CARMEL-BY-THE-SEA
FOR SPECIAL EVENTS OCCURING BETWEEN JULY 1, 2017 -JUNE 30,2018
Please complete the entire application, answering all requests for information and mail or hand deliver three (3}
complete packets including application form, event budget, promotional/marketing plan, and proposed
performance measures.
Name: Alfred Seccombe Email Address: alfredseccombe@gmail.com
Organization Name: Monterey Bay Chapter of the American Institute of Architects
Address: 591 Lighthouse Ave.
City: Pacific Grove State: CA Zip:93950
Telephone Number:831-372-6527 Cell Number:831-917-4694
Website address: http://www.aiamontereybay.org/ Non-Profit Tax I.D. : 94-6126832
EVENT INFORMATION
Event Title: 57 1h Annual Great Sand Castle Contest
Number of expected attendees: 200 participants, 1000 spectators Requested grant amount:
Event Start Date: TBD Time: 8:00 AM!21PM0 Eveni End Date: TBD Time: 4:00 AM0PM!21
0 Athletic/Recreation 0 Art/Exhibit 0 Car Show 0 Festival/Celebration 0 Parade/Procession

0 Performance 0 Run/Walk !21 Other (please specify)_SAND CASTLE CONTEST_ _ _ _ _ _ __
Event Description: Provide a narrative description of the full scope of your event in the space below. Be as specific
and detailed as passible, Attach an additional page as necessary, The annual Sand Castle contest is a themed,
family-oriented community event featuring a day of building sand castles on Carmel Beach. The contest
takes place on the beach between ll'h and 13'h Avenues. Contestants may not use machinery or power
tools, and the castles can only be decorated with items found on the beach. Delineators mark the outer
boundaries of the contest area, and colored cones are used to divide the contest area into four
quadrants to aid contestants and judges. Hand-made plaques are awarded to the winners and to every
child who participates. The contest is free and open to the public. Contest Rules and Regulations are
attached.
SPECIAL EVENT SUPPORT GR>< I APPLICATION
Page 2
AMOUNT REQUESTED: $1266.00. _ _ _ _ _ _ _ _ _ _ _ _ _ __

1. Will your event take place in the City of Carmel-by-the-Sea? Yes Zl No 0
2. Will your event take place between July 1, 2016 and June 30, 2017? Yes Zl No 0
3. Does your application include a copy of your complete event budget? Yes Zl No 0
4. Does your application include a copy of your proposed promotion/marketing plan? Yes i2J No 0
5. Does your application include a copy of your proposed performance measures? Yes i2J No 0
If you answered 11 No" to any of the above questions1 please provide a brief explanation:
6. Is this the first year the event will take place in the City of Carmel? Yes 0 No Zl
7. If not, how many years has the event been held in the City?_56 _ _
8. Will the event benefit a City or sphere-of-influence-based non-profit organization? Yes 0 No i2J
If you answered "No", please provide a brief explanation: The event is free and open to the public. There are
no revenues generated from the event and therefore no revenues to distribute to a nonprofit
organization.
schools, cause-related, or non-profit organizations? ___ There are no direct or indirect charitable
contributions from the event.
10. Has your event previously received City funding support in the form of reduced fees? Yes Zl No 0
If you answered "Yes" to this question, attach the following documentation to this application: A. name of

There are no revenues generated from the event and therefore no revenues to distribute to a
nonprofit organization.
11. Is your event financially dependent upon receiving City support? Yes 0 No Zl
12. Does your organization have an outstanding debt to the City of Carmel-by-the-Sea? Yes 0 No i2J
13. Will admission be charged (including any sort of pre-payment/registration or sponsorship plan)? Yes 0 No Zl
14. Will your event be open to the community/public? Yes i2J No 0

City of Carmel by the Sea, Community Activities Dept., PO Box CC, Carmel, CA 93921 {831)620-2020
15. Does your organization serve Carmel~by-the-Sea residents? Yes t2J No 0
If you answered yes, please explain how: The AlA Monterey Bay informs its members and the public
about the activities and programs of this chapter, as well as issues affecting the architecture
and practice of architecture in the counties of Monterey, San Benito and Santa Cruz.
16. Will your event be sponsored, hosted and organized by a non-profit organization? Yes !21 No 0
17. Will your event benefit any for-profit enterprises? Yes 0 No \2l
schools and/or organizations? Yes ISl No 0
19. Wlll your event attract visitors to the City? Yes Qg No 0
20. Will the event directly or indirectly benefit or promote City of Carmel businesses? Yes 0 NoD
If you answered yes, please explain how: The event draws as many as 2,000 spectators, many of whom will
spend the day in Carmel, eating and shopping before or after the contest.
OTHER REQUIREMENTS
17. Successful applicants will be expected to follow the City's separate Special Event Permit process and submit all
necessary forms, insurance and fees as required.
terms and conditions which will include language granting the City the right to audit financials. The agreement will
include a mutually agreed-upon promotion/marketing plan and performance measures for evaluating the event's
marketing and economic impact.
measures in a required, post-event report. Event organizers who are funded will be required to submit such a
report to the City within 60 days of the event's conclusion.
ACKNOWLEDGEMENTS
I certify that participation in this organization is not predicated on a person's race, color, religion, ethnicity, national
origin, age, sex, sexual orientation, marital status, political affiliation, disability or medical condition.
I understand that this Special Event Support grant application is for preliminary review only, and does not guarantee
that my event will be approved to move forward through the Special Event Grant process. If approved, I understand
that any change in the scope of the event must be reported to the Community Activities Department and additional
permits and fees may be required.
Applicant Signature Chri.M:Le' L. ~ 3-7-17

Date _ _ _ _ _ _ __
Please print name_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __

ESTIMATED BUDGET FOR 57TH ANNUAL SAND CASTlE CONTEST
INCOME NOTES ESTIMATED

Entry fees $0
Ticket sales $0
Sponsorships $0
Donations $0
Merchandise Sales $0
Raffle $0
Auction $0
Grant funds $0
Other (list)
Other (list)
I INCOME TOTAL! I . -$0]

EXPENSES NOTES ESTIMATED
City Special Event Fees minus permit application & deposit see attached $ 1,111.00
Other Feesl City special event application, deposit $ 355.00
Licenses
Equipment!
Furniture Rental
Staff/Labor
Advertising 2 Carmel Pine Cone ads $ 150.00
Photocopies
Photography
Postage
Printing Contest posters $ 150.00
Insurance
Decorations
Prizes art supplies, wood, shovel, paint for prizes $ 150.00
PAGE 1 OF 2
Performers
Speakers
AV
Security
Lighting
Signage/Banners
Refreshments $ 110.00
Filming
.
Other (list)
()t_her (lis!) L_ _ _ _ _
EXPENSES TOTAL $ 2,026.00

City Special Event Application Fee
PAGE 1 OF 2
57'h ANNUAL GREAT SAND CASTLE CONTEST PROMOTION AND MARKETING PLAN
The Monterey Bay Chapter of the American Institute of Architects will market the 57'h Annual
Great Sand Castle Contest on Carmel Beach in the following ways:
Create and disseminate Sand Castle Contest posters and flyers which will
feature the City of Carmel and the AlA
Place two ads in the Carmel Pine Cone newspaper
Send a press release to local newspapers
Feature the contest and photos on the AlA's Sand Castle Contest Facebook
page
57 1h ANNUAL GREAT SAND CASTLE CONTEST PERFORMANCE MEASURES
Following the event, Sand Castle Contest organizers from the Monterey Bay Chapter of the
American Institute of Architects will meet with City staff for a post-event review and discussion
of ways to improve the event for staff and attendees, including:
Number of event attendees

Staffing levels needed to facilitate a smooth, successful event
Equipment needed to facilitate a smooth, successful event
Ease of setup and teardown of event
Facebook activity leading up to the event
Feedback from event attendees
Press/media coverage of the event
ESTIMATED FEES FOR FY 2017-18 SANDCASTLE CONTEST
Non refundable Special Event Processing Fee $ 155.00

Beach Permit $ 401.00
Refundable Damage Deposit* $ 200.00
10 No Parking Signs $ 30.00
20 Delineators for contest boundaries $ 500.00
60 traffic cones for contest boundaries $ 180.00
SUBTOTAL $ 1,466.00
*not eligible for Community Promotions Fund grant $ 200.00
TOTAL $ 1,266.00
For il!Y~ use only
DATUli!l11~nr
MJit1 /2[)
Please complete the entire application, answering all requests for information and
mail or hand deliver three (3) complete packets including application form, event
budget, promotional/marketing plan, and proposed performance measures.
Name_Tom Korper _ _ _ _ _ _ _ _ _ _ _ _ _ _ Email Address_Korper@sbcglobal.net._ _ _ __
Organization Name_Carmel Host lions Club _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __
Address POB 222199_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __
City_Carmel _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ State_CA_ Zip_93922 _ _
Telephone Number_831-2244789_ _ _ _ _ _ _ _ Cell Number_ _ _ _ _ _ _ _ _ _ _ _ __
Website address. _ _ _ _ _ _ _ _ _ _ _ _ _ .Non-Profit Tax I. D. #_320132619 _ _ _ _ _ __
EVENT INFORMATION
Event Title_Breakfast with the Bunny_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __
Number of expected attendees _ _400 _ _ _ _ _ Requested grant amount _$2,600 _ _ _ _ _ __
Event Start Date_TBD _ _ _ Time_7 __AMDPM0 Event End Date_ _ _ _ _ Time_Z:OO_AMDPMD
D Athletic/Recreation D Art/Exhibit D Car Show D Festival/Celebration D Parade/Procession

D Performance D Run/Walk X Other (please specify) _ _ _ _ _ _ _ __
_Community Pancake Breakfast for the public with a "Bunny Land for the Children, The Club fees for breakfast are
minimal, live animals {Bunnies), play area for kids, and Easter basket raffle are offer to the community dur'lng this fun
morning ln Carmel-by-the-Sea.---------------

City of Carmel by the Sea, Community Activities Dept., PD Box CC, Carmel, CA 93921 (831)6202020
Page 2
L Will your event take place in the City of Carmel-by-the-Sea? Yes X No 0
2. Will your event take place between July 1, 2017 and June 30, 2018? Yes X No 0
3. Does your application include a copy of your complete event budget? Yes X No 0
4. Does your application include a copy of your proposed promotion/marketing plan? Yes X No 0
5. Does your application include a copy of your proposed performance measures? Yes X No 0
If you answered 11 No" to any of the above questions, please provide a brief explanation:
6. Is this the first year the event will take place in the City of Carmel? Yes 0 No X
7. If not, how many years has the event been held in the City?_30 +years _ _
8. Will the event benefit a City or sphere-of-influence-based non-profit organization? Yes X No 0
If you answered "No 11 , please provide a brief explanation:
schools, cause-related, or non-profit organizations? _Carmel Host Lion Club and the Carmel Co-op Preschool
Carmel Host Lions Club- estimated contribution to self are $2,200 and Carmela Co-op approximately $2-300
10. Has your event previously received City funding support in the form of reduced fees? Yes 0 No
If you answered uves" to this question, attach the following documentation to this application: A. name of
11. Is your event financially dependent upon receiving City support? Yes 0 No X
12. Does your organization have an outstanding debt to the City of Carmel-by-the-Sea? Yes 0 No X
13. Will admission be charged (including any sort of pre-payment/registration or sponsorship plan)? Yes 0 No X
14. Will your event be open to the community/public? Yes X No 0

City of Carmel by the Sea, Community Activities Dept., PO Box CC, Carmel, CA 93921 {831}620-2020
FOR SPECIAL EVENTS OCCUR/NG BETWEEN JULY 1, 2017 -JUNE 30,2018
Page 3
15 Does your organization serve Carmel-by-the-Sea residents? Yes X No D

_We are a Carmel-by-the-Sea Service Club, we host Breakfast with the Bunny, we provide food for sale at
Homecrafters and are here to help the City when needed.
If you answered yes: a. What is the name of the organization? b. Please explain how it will benefit the organization.
___ we are the non profit. Carmel Host Lions Club
16. Will your event be sponsored, hosted and organized by a non-profit organization? Yes X NoD
17. Will your event benefit any for-profit enterprises? Yes D No X
schools and/or organizations? Yes X NoD
19. Will your event attract visitors to the City? Yes X No D
20. Will the event directly or indirectly benefit or promote City of Carmel businesses? Yes X No D

_Residents stroll town following the event and frequent businesses.
OTHER REQUIREMENTS
17. Successful applicants must follow the City's separate Special Event Permit process and submit all necessary
forms, insurance and fees as required.
terms and conditions that will include language granting the City the right to audit financials. The agreement will
include a mutually agreed-upon promotion/marketing plan that will incorporate promotion of the City on the
event/event organizer's website, and performance measures for evaluating the event's marketing and economic
impact.
measures in a required, post-event report. Event organizers that are granted funding will be required to submit
such a report to the City within 60 days of the event's conclusion.
ACKNOWLEDGEMENTS
I certify that participation in this organization is not predicated on a person's race, color, religion, ethnicity,
national origin, age, sex, sexual orientation, marital status, political affiliation, disability or medical
condition.

City of Carmel by the Sea, Community Activities Dept., PO Box CC, Carmel, CA 93921 (831) 620-2020
SPECIAL EVENT SUPPORT GRANT APPliCATION
Page 4
I understand that this Special Event Support grant application is for preliminary review only, and does not
guarantee that my event will be approved to move forward through the Special Event Grant process. If
approved, I understand that any change in the scope of the event must be reported to the Community
Activities Department and a~e::.rntts and fees m~ be required. ~
Applicant Signature'-----~---------Y------------------------------
Date,_______________________________________________________
Please print name______ic-IO.l.'i""-~--'"-'-''-'.;'-tP'-"~"'-v-,_

___________

City of Carmel by the Sea, Community Activities Dept., PO Box CC, Carmel, CA 93921 {831) 620-2020
MARKETING PLAN FOR THE CARMEL HOST LIONS CLUB- BREAKFAST WITH THE
BUNNY
The Carmel Host Lions Club will market the event as part of its Annual City Giving.
We anticipate putting two ads in the Carmel Pine Cone: approximately $300.00
We distribute posters/flyers to City Hall, the Local Libraries, the Chamber of
Commerce and City Offices and local grocery stores.
The Bunny Rabbit (life size) is on site to greet children and adults .
Signs on the corners announcing the event.
PERFORMANCE MEASURES FOR BREAKFAST WITH THE BUNNY
The Carmel Host Lions Club will meet with the City of Carmel-by-the-Sea to review and
evaluate the event and discuss ways it might be improved
We will measure the events performance in the following ways:
The number of attendees

The number of Council members attending
The number of club volunteers for the event
The number of Carmelo Co-op parents and children attending
East of set-up and close down
Number of meal tickets sold
Quality and selection of food
Quality of Sunnyland
Laughter of the Children
Quality of the Easter Baskets
Compliance with State Health Regulations
Compliance with City regulations
Safety of the area for small children
ESTIMATED BUDGET FOR [EVENT NAME]
INCOME NOTES ESTIMATED ACTUAL

Entry fees Entrace to Sunnyland 200
Ticket sales meal tickets 2000
Sponsorships
Donations
Merchandise Sales
Raffle Prrzes 300
Auction
Grant funds
Other (list)
Other (list) I
I
r -- --- ---- --- INCOME-rnAI.! -rs~soo-J
$ 0
EXPENSES NOTES ESTIMATED ACTUAl

City Special Event Fees Application and park rental 1156
Other Fees Parking spaces for club vehicles hauling food and supplies 1000
Licenses
Equipment Propane for grill 60
Furniture Rental purchase of food 600
Staff/labor
Advertising pine cone 300
Photocopies
Photography
Postage
Printing of flyers and poster and meal tickets 200
Insurance
Decorations banners and signs 60
Prizes easter baskets 250
Health Deot oermit 130
PAGE 1 OF 2
Performers .. ~-
Speakers ..
AV
Security
Lighting
Signage/Banners
Refreshments
Filming
Other (list)l
Other (list)!
I EXPENSES TOTAL $ 3756 f$0 n 1

City Special Event Permit Application Fee
PAGE 1 OF 2
Estimated fees for Breakfast With the Bunny 2018
Non refundable Special Event Processing Fee* $ 155.00

Devendorf Park 7.5 hours** $ 1,451.00
Refundable Damage Deposit* $ 351.00
10 No Parking Signs @ $3.00 each $ 30.00
Ten parking stalls $ 1,000.00
Subtotal $ 2,987.00
Balance $ 2,637.00
**$401 per hour for first 4 hours, $300/hour the rafter

CITY OF CARMEl-BY-THE-SEA
Name_Susan Love, _ _ _ _ _ _ _ _ _ _ _ Email Address _susan@bsim.org _ _ _ _ _ _ _ __
Organization Name__ Big Sur International Marathon
Address_P.O. Box 2 2 2 6 2 0 - - - - - - - - - - - - - - - -
City_Carmel _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ State_CA__ Zip_93922 _ _ __
Telephone Number_831-625-6226_ _ _ _ _ _ _ _ Cell Number_831-818-3989_ _ _ _ _ _ __
Website address_bsim.org _ _ _ _ _ _ _Non-Profit Tax I. D. #_77-00-48388, _ _ _ _ _ _ _ __
EVENT INFORMATION
Event Title_Run in the Name of Love _ _ _ _ _ _ _ _ _ _ _ _ _ _ __
Number of expected attendees_l,OOO _ _ _ Requested grant amount _$4,000,_ _ __
Event Start Date_6/17__ Time_7;:00 __AMiSIPM0 Event End Date_6/17 _ _ Time_ll:OO_AMiSIPM0
iSI Athletic/Recreation 0 Art/Exhibit 0 Car Show 0 Festival/Celebration 0 Parade/Procession

0 Performance 0 Run/Walk 0 Other (please specify), _ _ _ _ _ _ _ __
___ A T T A C H E D - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
REQUESTED FUNDING
AMOUNT: _ _$ 4 , 0 0 0 ' - - - - - - - - - - - - - - - - - - - -

City of Carmel by the Sea, Community Activities Dept., PO Box CC, Carmel, CA 93921 (831}620-2020
SCOPE OF THE EVENT- RUN IN THE NAME OF LOVE
The Big Sur International Marathon will once again orchestrate and present to our community
the eighth annual Run in the Name of love. Deemed "one of the premier events in Carmel-by-
the-Sea," this unique event affords runners and walkers the opportunity to honor or to pay
tribute to someone who is or was a very special person in their lives. Participants enjoy the
charm of the area, historic sites, the natural beauty of the course (including views of sandy,
white beaches, the dramatic Pacific Ocean, Point lobos, and Pebble Beach), and a memorable
finish celebration.
Run in the Name of love is scheduled for June 17'h, 2018 and is composed of a 5K run and a 2K
walk. Dogs will be permitted in the Walk. The start is staged in the courtyard at Carmel-by-the-
Sea's Sunset Center on San Carlos and end on Scenic Road at Ocean Avenue. The set-up begins
at 5:30AM. The 5K, with an expected number of 800 participants, will begin at 8:30AM and
the 2K, with an expected number of 200 participants, will begin at 8:20AM. As in the past
seven years, the finish celebration (awards, raffle, and refreshments) will be located in the Del
Mar Parking lot. Set-up of the announcer platform, tables, porta-potties, fencing, and tents has
begun at approximately 5:00AM. The timing system company has arrived at 7:00 to prepare
and to set-up their equipment. At 10:50 AM the race organizers and the Military from Dll will
begin to dismantle the equipment, remove all items and insure that the parking lot is left in a
pristine condition. The parking lot will reopen to the public at 11:30.
Course maps are attached.
Proceeds will benefit the Big Sur Marathon's highly acclaimed youth fitness program JUST RUN.
SK Course
'
, , Oco~m P.iv'e
'
2K Course
Page 2
1. Will your event take place in the City of Carmel-by-the-Sea? Yes 0 No 0
2. Will your event take place between July 1, 2017 and June 30, 2018? Yes !21 No 0
3. Does your application include a copy of your complete event budget? Yes !21 No 0
4. Does your application include a copy of your proposed promotion/marketing plan? Yes !21 No 0
5. Does your application include a copy of your proposed performance measures? Yes lZI No 0
If you answered "No" to any of the above questions, please provide a brief explanation:
6. Is this the first year the event wHI take place in the City of Carmel? Yes 0 No !21
7. If not, how many years has the event been held in the City? _7 _ _
8. Will the event benefit a City or sphere-of-influence-based non-profit organization? Yes lZI No 0
If you answered uNo", please provide a brief explanation:
schools, cause-related, or non-profit o r g a n i z a t i o n s ? - - - - - - - - - - - - - - - - - - - - - -
------------~ATTACHED ___________________________________
10. Has your event previously received City funding support in the form of reduced fees? Yes lZI No 0
If you answered "Yes" to this question, attach the following documentation to this application: A. name of
charitable organization{s), B. amount{s) of actual charitable contribution{s) since the inception of the event.

_____________ ATTACHED______________________________________________
11. Is your event financially dependent upon receiving City support? Yes 0 No !21
12. Does your organization have an outstanding debt to the City of Carmel-by-the-Sea? Yes 0 No !ZI
13. Will admission be charged {including any sort of pre-payment/registration or sponsorship plan)? Yes i2l No 0
14. Will your event be open to the community/public? Yes !21 No 0

City of Carmel by the Sea, Community Activities Dept., PO Box CC, Carmel, CA 93921 (831)620-ZOZO
9. The anticipated charitable contributions from Run in the Name of Love 2018
are $14,000.
10. BIG SUR INTERNATIONAL MARATHON CHARITABLE CONTRIBUTIONS TO

ORGANIZATIONS WITHIN THE 93921 ZIP CODE AREA
American Red Cross

Carmel High Track & Field/Cross Country
Carmel Host Lion Club
Carmel Mission Catholic Youth Ministry
Carmel Mission Foundation
Junipero Serra School Washington Program
Knights of Columbus Carmel
Stevenson Lower School
A. Run in the Name of Love, an event and under the umbrella of the Big Sur
Marathon, will donate 100% of the proceeds to its youth fitness program JUST
RUN. National in scope, the program positively impacts thousands of children
annually, the bulk of the children residing in Monterey County. All schools and
youth organizations within Carmel-by-the-Sea are welcome to participate and
become involved in this free program.
B. Contributions since the inception of the event: $58,000

(Proceeds are from 2013-2016. For the first two years the event was under
the direction of Sunset Center.)
FOR SPECIAL EVENTS OCCUR lNG BETWEEN JULY 1, 2017 -JUNE 30, 2018
Page 3
15. Does your organization serve Carmel-by-the-Sea residents? Yes iSl No 0

-----------------------ATTACHED_________________________________________
16. Will your event be sponsored, hosted and organized by a non-profit organization? Yes iSl No 0
___THE BIG SUR INTERNATIONAL MARATHON _____
17. Will your event benefit any for-profit enterprises? Yes 0 No iSl
schools and/or organizations? Yes iSl No 0
19. Will your event attract visitors to the City? Yes iSl No 0
20. Will the event directly or indirectly benefit or promote City of Carmel businesses? Yes iSl No 0
If you answered yes, please explain how: _______________________________________
_________ ATTACHED-------------------------------------
OTHER REQUIREMENTS
impact.
ACKNOWLEDGEMENTS
condition.

FOR SPECIAL EVENTS OCCUR/NG BETWEEN JULY 1, 2017 -JUNE 30,2018
Page 3

City of Carmel by the Sea, Community Activities Dept., PO Box CC, Carmel, CA 93921 (831} 620-2020
15. RUN IN THE NAME OF LOVE SERVES CARMEL-BY-THE-SEA-RESIDENTS
We are proud to offer the residents of Carmel-by-the-Sea one of the few city
sporting events and the only one that enables and encourages all ages and
abilities to participate. During the 2016 event, we had participants ranging in age
from 4 to 88. The 2K event was included so that all abilities, even those with
physical disabilities could participate. Basically, physical activity opportunities are
offered to all residents. Additionally, the 2K allows dogs to join in the fun; many
Carmel residents take advantage of the opportunity to share this event with their
four-legged friends!
20. RUN IN THE NAME OF LOVE WILL DIRECTLY AND INDIRECTLY BENEFIT AND
PROMOTE CITY OF CARMEL BUSINESSES
According to SV Timing, our registration/timing company, 818 registered for the

event in 2016. 15 different states and 128 cities were represented. According to
our post-event survey, 89.3% purchased food or beverages in Carmel's
restaurants and coffee shops. Souvenirs, merchandise and services were also
purchased in Carmel. Many make this a weekend destination and stay at local
inns, some have made Run in the Name of Love an annual event and return every
year.
Many of the event's raffle donations are from Carmel-by-the-Sea shops and
business. These shops and business are visited by the winners and promoted and
thanked during the event. They are all acknowledged and thanked in our Pine
Cone thank-you ad following the event.
Several Carmel-by-the-Sea businesses are sponsors of Run the Name of Love; they
are promoted on the website, participant shirts, signage, sponsor boards, and
during the event. (Lamp Lighter Inn, Hofsas House, Fourtane Estate Jewelers,
Little Napoli/Carmel Bakery, Sunset Center, Nielsen Brothers Market,
Christopher's Restaurant, Carmel Pine Cone)
FOR SPECIAL EVENTS OCCUR!NG BETWEEN JULY 1, 2017 -JUNE 30, 2018
Page 4
Activities Department and::':ermits and f:s /?be re.quired.
Applicant Signature _ ~'-.._.~K

Date.______==~~~~~~-------------------------------------
L
Please print name_ _v=-''-'=--'""-"0...-=<1'--'---''==-"D--'-v_,_
---- .c "'('__~-----------

City of Carmel by the Seo, Community Activities Dept., PO Box CC, Carmel, CA 93921 (831) 620-2020
OTHER REQUIREMENTS
Run in the Name of Love has a "promotion/marketing plan that incorporates the
promotion of the City on the event/event organizer's website." One of the goals
of Run in the Name of Love is to showcase the City in exchange for the
opportunity to bring this event to Carmel and for its support over the past years.
Our website features Carmel-by-the-Sea in beautiful, scenic, promotional photos,
in our slideshows, by a direct link to the City's website via its posted logo in the
Sponsor listings, and by a specifically designed Carmel-by-the-Sea webpage in the
"About" section of runinthenameoflove.org, with many additional city features
linked.
Additionally, 8,000 promotional postcards are distributed to many sporting shops

throughout California as well as to numerous county shops, restaurants, and
businesses.
Carmel-by-the-Sea has been printed on all participant shirts for the past six
events, in a prominent location, as well as listed on the shirts as a
sponsor/supporter of the event.
RUN IN THE NAME OF LOVE- PUBLICITY/EXPOSURE
Postcard Distribution
Carmel Chamber
Stores in Carmel
Dog & Pet related stores throughout Peninsula (maybe make separate dog run focused
postcard?)
Doggie stores in Carmel; Pet Smart; Best Friends (PG); Pet Extreme; Suds and Scissors;
Vet Hospitals
Cypress Inn & dog-friendly Carmel hotels & restaurants (Forge in the Forest-?)
Local Races
BSIM SK @ Health & Fitness Expo
ArtichokeFestivallOK
Heart & Sole- ?
Socia I Media
Face book- BSIM & Just RUN pages
EBiasts
BSIM & BSHM lists of Monterey County Runners
WNLR- blasts and newsletter
JUST RUN leaders list (focus- benefiting JR)
Media & News Releases

Local magazines (long lead time frame)- wf photo
Dog & Pet related magazines -local & national
Newspaper calendar sections- 3 week time frame (w/ photo)
Photo/story opp release & Media invites
On Site publicity- photographers/TV?
Local dignitaries- Mayor, etc.
Get on annual calendar of events for tourist guides, etc.
Paid Advertising
Coastal Canine
Adventure Sports Journal
Carmel Pine Cone
Active.com
Face book and other digital advertising
Monterey County CVB -check into dog friendly pages & PR

Carmel City website
Sponsors to promote- through their lists, customers, newsletters, etc.
Sunset Center (general promo+ Classrooms Connection)
PROPOSED PERFORMANCE MEASURES
Following the past two Run in the Name of Love events, in 2015 and 2016, a professionally
conducted Exit Poll was emailed to all of the participants. The complete survey results are
available upon request. In 2017 a similar post-race survey will be distributed.
HIGHLIGHTS OF THE 2016 EXIT POLL
89.3% purchased food or beverages at a Carmel restaurant or coffee establishment

31.9% purchased souvenirs, merchandise, or services in Carmel
82% brought someone with them
32% traveled to the area specifically for the event
81% are "very likely" and 13% are somewhat likely to participate again in 2017 (94%)
All areas of event orchestration received a 1 point something rating, based on 1 being
"excellent."
RUN IN THE NAME OF LOVE
ESTIMATED BUDGET
2018
REVENUE
5K Race Entry Fees (650@ $40) $ 26,000
2K Race Entry Fees (200@ $35) $ 7,000
Sponsorships and Donations $ 8,000
Dog Shirts, Merchandise and Tribute Bibs $ 3,000
Silent Auction and Raffle
TOTAL REVENUE $ 44,000
EXPENSES
City Fees/Parking Lot Fees $ 5,464

Timing Company $ 3,000
Awards $ 600
Finisher Medallions $ 4,000
Shirts- Participant and Volunteer+ Printing $ 6,000
Porta Poties and Fencing $ 2,400
RRCA Insurance $ 560
Wesite and Domain Fees $ 400
Printing and Postage $ 800
Marketing and Advertising -Postcards, Pine Cone $ 2,200
Signage/Banners $ 1,000
Hospitality $ 850
Food Bags $ 400
Medical $ 50
Announcer/Sound Systems $ 750
Truck Rental $ 500
Trash Containers $ 200
Monterey County Permit $ 300
Dog Bandanas/Printing $ 250
Dog Shirts/Printing $ 600
Grant Group- Intersections $ 600
TOTAL EXPENSES $ 30,924

\
EXPECTED PROFIT (100% to JUST RUN) $ 13,076

Estimated fees for Run In The Name of love 2018
Processing Fee $ 155.00

Sound permit $ 27.00
Damage Deposit (refundable)* $ 200.00
Block Closures (6) $365/blk $ 2,190.00
3-Del Mar Parking Lot/2-San Carlos bet 8-10/
Scenic between 8th and Ocean (1) (6 total)
Barricades (12)@ $65 each $ 780.00
No Parking/Detour signs $3 each (160) $ 480.00
1 off duty PD officer (4 hrs each)@ $119/hr $ 476.00
1 additional Parking Officer (4 hrs) at $69/hr $ 276.00
SUBTOTAL $ 4,584.00
* not eligible for coommunity promotions fund grant $ 200.00
TOTAL $ 4,384.00
Name Kim Stemler
Email Address Kim@MontereyWines.org
Organization Name Monterey County Vintners & Growers Assn. (AKA Monterey Winegrowers Council)
Address 536 Pearl Street
City Monterey State CA Zip 93940
Telephone Number 831.375.9400 Cell Number 831.915.6621
Website address montereywines.org Non-Profit Tax I. D.# SOl 6: 94-2323441 501 3 Monterey County
Vintners & Growers Foundation: 31-1790962
EVENT INFORMATION
Event Title 26th Annual Monterey Winemakers' Celebration
Number of expected attendees: 1000-1200 Requested grant amount: Up to $5000, enough to cover dty fees
(excluding hard costs)
Event Start Date: May 6, 2018 12:00 AM 0 PM il9 Event End Date 4:00AM 0 PM il9
0 Athletic/Recreation 0 Art/Exhibit 0 Car Show il9 Festival/Celebration D Parade/Procession

0 Performance 0 Run/Walk 0 Other (please specify) _ _ _ _ _ _ _ __
The 26th Annual Monterey Winemakers' Celebration. a premier outdoor wine and food festivaL will be held the
first Sunday afternoon in May during the shoulder season of Carmel's tourism industry. The 2016 event was the
third to be held in Carmel-by-the-Sea, and like the first two, it was a tremendous success for Carmel, surrounding
businesses and the Monterey wine community. (The 2017 event has not occurred prior to this application
deadline.) In 2016 we expanded the footprint, with added to the WMC experience. The events have sold out
before the event. To accommodate the needs of local hotels and participating restaurants we changed the day to
Sunday and moved earlier in the day.
This is an engaging cultural and educational event where participants meet the winemakers and other wine
personalities of the region and learn more about Monterey Wine Country. Guests compare wines, identify what
they truly enjoy, and learn how to best pair their favorites with incredible local foods. Guest chefs will prepare

City of Carmel by the Sea, Community Activities Dept., PO Box CC, Corme/, CA 93921 (831)6202020
For internal use only
DATE/ TIME RECEIVED:
tapas style dishes that are reflective of the region. There are also educational components incorporated
throughout the program.
REQUESTED FUNDING AMOUNT: Up to $5000, enough to cover city fees (excluding hard costs)

City of Carmel by the Sea, Community Activities Dept., PO Box CC, Carmel, CA 93921 (831)620-2020
Page 2
1. Will your event take place in the City of Carmel-by-the-Sea? Yes i2l No 0
2. Will your event take place between July 1, 2016 and June 30, 2017? Yes 0 No i2l
3. Does your application include a copy of your complete event budget? Yes fZl No D
4. Does your application include a copy of your proposed promotion/marketing plan? Yes 21 No 0
5. Does your application include a copy of your proposed performance measures? Yes ~ No D
If you answered "No" to any of the above questions, please provide a brief explanation
The event for which we're requesting a grant is in May 2018. (The question refers to 16/17 .)
6. Is this the first year the event will take place in the City of Carmel? Yes 0 No ~
7. If not, how many years has the event been held in the City? 1
8 Will the event benefit a Cit or sohere-of-influence-based non-orofit ore:anization? Yes~ No 0

If you answered "No", please provide a brief explanation:
A monetary contribution will be made to the Carmel High School Sober Grad Night. Also, if desired by Carmel High School,
we will have an industry representative present at Carmel High School's Career Day. Further, any additional funds raised
from this event go to the MCVGF Scholarship furlds for High School Seniors with families in the Ag/Wines Industries.
(Carmel High School students are eligible and have been past recipients.)
schools, cause-related, or non-profit organizations?
In addition to those things mentioned above, the event promotes and brings visitors to Carmel businesses, especially hotels and
restaurants. Further Carmel restaurants and chefs are featured in the events. The MCVGA represents the wine industry.
Members of the MCVGA provide wine donations to the various non-profits of Carmel exceeding a value of $30,000 per year.
The MCVGA is also pleased to work with the City as partners in supporting City celebrations (as we did with the Centennial
event.)
10. Has your event previously received City funding support in the form of reduced fees? Yes t8l No 0
If you answered 1'Yes" to this question, attach the following documentation to this application: A. name of

Monterey County Vintners & Growers Foundation: $5000- $2000 went to a Carmel High School Senior.
This is a very expensive event to produce and the emphasis is not on making money, but more celebrating our local wine and
food industries, educating guests on Monterey wines, and celebrating the charm of Carmel-by-the-Sea. Our 2017 event has
not yet occurred so we don't know the amount. We will provide as soon as it occurs. In 2016 we did not make any money on
the event. In 2016. we contributed $5000 to our scholarshiP fund of which $2000 went to a Carmel High School Senior.
11. ls your event frnandal!y dependent upon receiving City support? Yes !Z! No D
12. Does your organization have an outstanding debt to the City of Carmel-by-the-Sea? Yes 0 No !Z:
13. Will admission be charged (including any sort of pre-payment/registration or sponsorship plan}? Yes [gj No 0
14. Will your event be open to the community/public? Yes lZl No 0 to 21 and over with purchase of ticket

City of Carmel by the Sea, Community Activities Dept., PO Box CC, Carmel, CA 93921 (831)620-2020
Page 3
15 Does your organization serve Carmel-by-the-Sea residents? Yes~ No 0

Our organization and members have expanded to the vibrancy of Carmel-by-the-Sea through tasting rooms, events,
and ongoing wine donations to local non-profit events.
16. Will your event be sponsored, hosted and organized by a non-profit organization? Yes tzJ NoD
17. Will your event benefit any for-profit enterprises? Yes i3i NoD
We are supporting Carmel High School Sober Graduation Night, in addition to ensuring a wine industry representative
at Carmel High School Career Day (as wanted). Further, any additional funds will be contributed to the Monterey
County Vintners & Growers Foundation Scholarship Fund (open to Carmel High School seniors with family members in
the Wine/Ag Industries).
schools and/or organizations? Yes [2:! No 0
19. Will your event attract visitors to the City? Yes [ZJ No D
20. Will the event directly or indirectly benefit or promote City of Carmel businesses? Yes !Zl No 0

We promote hotel stays and restaurant visits in addition to including local restaurants in the event.
OTHER REQUIREMENTS
impact.
ACKNOWLEDGEMENTS
condition. PLEASE NOTE: THE LAW PROHIBITS US FROM HAVING ANYONE UNDER THE AGE OF
21 AT THE EVENT.

City of Carmel by the Sea, Community Activities Dept., PO Box CC, Carmel, CA 93921 {831} 620-2020
FOR SPECIAL EVENTS OCCURING BETWEEN JULY 1, 2017- JUNE 30, 2018
Page 4
Activities Department and additional permits and fees may be required.
~s~
Applicant Signature _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __
Date March 7 2017
Please print name Kim Stemler

Addendum to Special Event Grant Application
Monterey County Vintners & Growers Association

Kim Stemler
Winemakers' Celebration 2017
March 6, 2017
1. We want to make sure the Review Committee understands the scope of the event. This is a very
labor intensive event where set up and break down occur on day of the event. All the
infrastructure, supplies, furniture and decor are brought onto the streets. Hence it is both labor
intensive and very expensive.
2. Supporting Responses to Special Event Screening Questionnaire (page 2_
a. (4) Event Marketing Plan
i. Target audience:
1. CHARACTERISTICS
a. Affluent
b. Food & wine lovers
c. Travelers
2. AGES: Baby boomers & Millennials
3. WHERE: Local, Silicon Valley, Bay Area, Central Valley
ii. Channels:
1. Earned:
a. Press releases
b. MCVGA column
c. KRML Vintners Minute
2. Paid:
a. Digital Marketing in key markets
i. Hearst broadcasting targeting key audiences in
identified geo' s
b. Radio: KRML
c. TV: KSBW
d. Local print /digital
i. Edible
ii. Coast Weekly
iii. Other local publications subject to rates
3. Existing Channels Promotion:
a. Email marketing (our lists and partners)
b. Social Sharing (MCVGA and partners)- Facebook, lnstagram,
YouTube
c. Tasting rooms, hotels, restaurants- cards, posters
d. Social media tool kit sent out to all partners
4. Other:
a. MCVGA Education Presentations: Rotary and other business or
service clubs
b. Weekly MCVGA Hospitality Newsletter (Sent to hospitality
industry- especially concierge)
b (5) Key Performance Indicators
WHAT HOW
1. Consumer Satisfaction level of over 75 on Survey Survey Monkey events survey
Monkey Benchmark. (Average for all Survey Monkey
events is 38.)
2. Out of area guests
i. Over 37% of attendees from out of the county Ticket sales reports
3. Great testimonies of attendees Anecdotal reports from
restaurants and wineries
4. 1000 plus attendees Ticket sales reports
5. Ideas for improving next year Surveys; Consumers,
Restaurants, Wineries
ESTIMATED BUDGET FOR Monterey Winemakers' Celebration
INCOME NOTES ESTIMATED ACTUAL
Entry fees NA -
Ticket sales Conservative estimate 80,000
Sponsorships 5,000
Donation -
Merchandise sales -
Raffle -
Auction -
Grant funds -
Other -
Other -
INCOME TOTAL 85,000
EXPENSES NOTES ESTIMATED ACTUAL

Estimated high to include any fee- it will
City special event fees be lower 5,000
Ticket sales fees, Public fees (excluding
Other fees Carmel Special Event Fee) 3,500
Licenses NA -
Equipment Stage rental 500
Furniture rental Includes supplies, fencing & furniture 16,000
Services, event production, set up, break
Staff/labor down 15,000
Local, Silicon Valley, bay area, central
Advertising valley 15,000
Promotional distribution NA -
Photocopies NA -
Photography Photography booth & photographer 1,600
Postage Sustainability in practice - do not use mail -

Printing Posters & cards 3,500
Insurance Event & volunteer 600
Decorations Plants & other decorative elements 2,500
Prizes NA -
Performers DJ (brings speakers & equipment) 1,000
Speakers Included as part of performers fees
AV Electricity
Security Day of event 900
lighting NA
Signage/Banners event sign age day of 1,250
Stipends to restuarants for food & add I
Refreshments refreshments 12,500
Filming Videographer 800
Other (list)
EXPENSES TOTAL 79,650
City Special Event Permit Application Fee

Estimated fees for MCVGA May 2018
Special Event Permit Processing Fee $ 155.00

Damage Deposit (Refundable)* $ 200.00
Block closures ($365 per block) 2 blocks $ 730.00
16 Barricades (2 long, 14 water) at $65 each $ 1,040.00
No Parking Signs (30) @ $3.00 each $ 90.00
Sound Permit $ 27.00
10 parking stalls (2 on 7th, 2 on Dolores, 6 on San Carlos for
vendor loading and parking) $ 1,000.00
Subtotal $ 3,242.00
Balance $ 3,042.00
I ' Wl.l IHII, -.'''!''f
,,_: / :\1 ~~~; rl\"ll
FOR SPECIAL EVENTS OCCURING BETWEEN JULY 1, 2017 -JUNE 30, 2018
Please complete the entire application, answering all requests for information and mail or
hand deliver three (3) complete packets including application form, event budget,
promotional/marketing plan, and proposed performance measures.
Name_Hella Rothweii _ _ _ _ _ _ Email Address_hellarothwell@gmail.com
Organization Name_Carmel Art Festival
Address _ _ P.O. Box 7191 _ __
City _ _ Carmel-by-the-Sea State_CA Zip_93921
Telephone Number_N/A _Cell Number_831-626-4000
Website address_carmelartfestivalcalifornia.com_Non-Profit Tax I.D. #_77-0462407
EVENT INFORMATION
EventTitle_Carmel Art Festival
Number of expected attendees_2,000 Requested grant amount _$13,5 GO
Event Start Date May 17, 2018 Time_ 2 _AMOPMIZJ Event End Date_May 20, 2018
Time AMOPMIZJ
0 Athletic/Recreation IZl Art/Exhibit 0 Car Show 0 Festival/Celebration 0 Parade/Procession

0 Performance 0 Run/Walk 0 Other (please specify) _ _ _ _ _ _ _ __
The Carmel Art Festival is a plein air painting competition whose priority is to keep Carmel a destination
for artists and art lovers, and continue Carmel's reputation as an art colony. 2018 wil be the 2S'h year of
the event, which is expected to attract 2,000 people. The event will take place from May 18 through
May 20 , 2018. The event site includes Mission Street between Ocean and 6'h Avenues, and
Devendorf Park. There will be a live sculpture event on a stage in the park. Two tents- one for a band
playing music and one for info/sales will also be placed in the park. 11 (10x10x10) tents will be placed
1
on 6 h Avenue: Panels down the midc'le hung with crtvvork. 5 tables 2nd 1 stage will be placed on
Community Promotions Fund Grant Application Form

City cf Carmel by the Sea~ Community Activities Dept., PO Box CC, Carmel, CA 93921 (831)620M2020
:.\. ! ..- I;} I~ i ; ' !".' ll
Mission Street in front of the tents. Carmel Art Festival will hire security for the event. Wine will be
served May 18, 2018 at an event reception on Mission Street from 7:00- 9:00p.m. on The event will
contract with Green Waste and Golden State Portables for waste collection and portable restrooms.
REQUESTED FUNDING
AMOUNT:_$13,500.00_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __
Community Promotions Fund Grant Application Form

City of Cormel by the Sea, Community Activities Dept., PO Box CC, Ccrme/1 CA S3921 (831)620-2020
SPECIAL EVENT SUPPORT GRANT APPUCATiON
FOR SPECIAL EVENTS OCCUR lNG BETV>IEEN JULY 1, 2017- JUNE 30, .2018
Page 2
SPECIAL EVENT SUPPORT GRANT SCREENING QUESTIOhlNAIRE
1. Will your event take place in the City of Carmel-by-the-Sea? Yes IS! No D
2. \A/ill your event take place between July 1, 2017 and June 30, 2018? Yes lZ1 No 0
3. Does your application include a copy of your complete event budget? Yes IS! No 0
4. Does your application include a copy of your proposed promotion/marketing plan 7 Yes IS! No D
5. Does your application include a copy of your proposed performance measures? Yes t8J NoD
If vou answered "No" to C~ny of the nbove que~tion.s, ptea:se provide a brief exptan;:;tion:
6. Is this the first year the event will take place in the City of Carmel? Yes 0 No IS!
7. If not, how many years has the event been held in the City?_2~--
8. Will the event benefit a City or sphere-of-infiuence-based non-profit organization? Yes 0 No IS!
lfy'l}u answered "No", pleasil providQ il hrief explanation:
Th~ event will benefit the Youth Art Collective. Although it is not a City or sphere of influence based
organization, \'DUtil from Carmel participate in the Youth Art Collective.
schools, cause-related, or non-profit organizations?_ Local Youth Art programs. Youth Art Collective
benefits at-risk youth interested in art. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __
10. Has your event previously received City funding support in the form of reduced fees? Yes IS! No 0
If you answered 11Yes 11 to this question, attach the following documentation to this application: A. name of
lf you dld not nttdch docurnentation, plase provide a brief explandtion:
Th:s -event goes back 2~ vears .3nd 'Ne !lave co'rtri:JLted to n'any nonprofits, r1ost rece:1:ly to just the
You: I il't Collectve.
11. Is your event financially dependent upon receiving City support? Yes D No IS!

City of Carmel by the Sea, Ccmmuniiy Activities Dept.1 PO Box c.C, Carmel, CA 93921 (831}620<2020
SPECIAL EVENT SUPPORT GRANT APPLIG\TION
FOF? SPECIAL EVENTS OCCU,1/NG BETWEEN JULY 1, 2017- JUNE 30, 2013
Page 2
12. Does your organization have an outstanding debt to the City of Carmelby-the-Sea? Yes 0 No 0
13. Will admission be charged (including any sort of pre-payment/registration or sponsorship plan)? Yes 0 No iSI
14. Will your event be open to the community/public? Yes iSI No 0

City of Carmel by the Sea, Community Activities Dept., PO Box CC, Carmel, CA 93921 {831}620-2020
. )PECIAL EVENT SUPPORT GRANT APPLICATION
FOR SPECIAL EVENTS OCCURJNG BETlVEEtV JULY 1~ 2017- JUNE 30~ 2018
Page 3
15. Does your organization serve Carmel-by-the-Sea residents? Yes !XI No 0

lfvou Jnswercd yes, plcJsc c>:pl<.ii!l how:
Bv bringing .Lt o.Jtc'oors to be enjoyed by ,ill. :l's a free e\en: \Vi:h h<'e rnusic:.
16. Will your event be sponsored, hosted and organized by a non-profit organization? Yes [21 No 0
17. Will your event benefit any for-profit enterprises? Yes 0 No IZJ
If you answered yes: a. 'I.Vhat i~ the name of the organization? b. Plf!ase 12xplain how it will betudit the organi1ation.
18. Will your event serve, involve 1 call attention to and promote the City of Carmel, its residents, non-profits,
schools and/or organizations? Yes !Zl No 0
19. Will your event attract visitors to the City? Yes 0 No 0

20. Will the event directly or indirectly benefit or promote City of Carmel businesses? Yes 0 No 0
lf you answered yes, plcasa explain how:
Free onli:1e ernail ads and ;n the prog:am, promo:ing art rdated haopenings d,wing the festival, which
causes festival goers to clis'Jurse throuw1out the City, benefittinr; .311 businesses.
OTHER REQUIREMENTS
event/event organizer 1S website, and performance measures for evaluating the event's marketing and economic
impact.
measures in a reqUired, post~event report. Event organizers that are granted funding will be required to submit
ACKNOWLEDGEMENTS
condition.
Grant Application Form~ Page 3 of 4

City of Carmei by the Seo, Community Activities Dept., PO Box CC, CcrmeJ, CA 93921 {831} 620-2020
SPECIAL EVENT SUPPORT GRANT ~~.PPLICATION
FOR SPECi/-iL EVENTS OCCUF?ING EETV~!EEiV JUL/' 1~ 2017- JUNE ..?0, 2018
Page 3

Citv of Carmel by the Sea, Community Activities Dept. 1 PO Box CC, Ccrmel, CA 93921 {831) 620~2020
SPECIAL EVENT SUPPORT GRANT APPLICATIQr>J
FOR SPECIAL EVENTS OCCUF?ING BETWEEN JUL \' 1, 2017- JUNE 30, 2018
Page 4
Activities Department and additional permits and fees may be required.
! f ,. , 1 , : } ......,___ / ' ; ., ~
Applicant Signature j_/ ( /( ({ /{ r?1_.//, Jc,'({(
Date ') /.'1 7 /
I I
,c!) / 7
Please print name 1'1! ,.:. I II ""-I /;) J
. h !) r 1_ p (/I'
I

City of Carmel by the Sea, Community Activities Dept., ru Hox CC, Carmel, CA 93921 (831) 620-2020
~t@edfvd
i\ln~. l+th_l7'h 2015
60 Participating Artists
Lind,, Abbott Markus Lui
Rob Adamson Rolf Lygren
Ebrahim Arnin Will Maller
Rolando Barrera Joe Mancuso
Barter, Stacy James McGrew
Don Biehn Wayne M.cKenzie
Bato Bost Caleb Meyer
Carl Bretzke Kevin Milligan
Rich Brimer Jill Mueller
Larry Cannon Julia MungerSeelos
MaryLou Correia Donald Neff
Aimee Erickson Robin Purcell
Mark Farina Lana Ra.\;:
Catherine Fasciato \Villiam Rogers
Tatyana Fogarty Robin Rogers-Cloud
Ten; Ford Jason Sac ran
Jonathan Gaetke Robert Sandidge
Thaleia Georgiades Roos Schuring
Scott Hamill Michael Situ
Coraly Hanson Tara Sood
Laurie Hendt~cks Richard Steres
Steve Hill Joaquin Turner
Sterling Hoffmann Laura \VambSgans
Sibyl Johnson Cindy Wilbur
Sallv Jordan Lucas \Vong"
Ste;e Kell Dennis Young
Rui Liang Paul Youngman
Po Pin Lin Lu Yu
Gretha Lindwood Xiao Yu
Sergio Lopez Tonya Zenin
PleulAJJ TheWrinel Pine Cone

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DON'T MISS YOUR CHANCE TO BE JNCLUDED!
IS NOW OPEN FOR SUBMISSIONS

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"Basic listings include:

Events: State, Event Name, Date, and E-mail contact
Organizations: State, Name, Phone. and E-mail contact
Go here to learn more and get your event or organization into the 2017 Ultimate Guide
www.outdoorpa i nter.com/2017 -u Itim ate-guide/
Sign up today to be included in the 2017 PleinAir Artists' & Collectors'

Ultimate Guide to Plein Air Events & Organizations
"' Carmel Art Festival- Performance measures:
Over the past 10 years since the Carmel Art Festival has blocked off Mission Street between Ocean
and 6'h, we have streamlined the placement of the tents and the flow of tnflic to where all has been
going smoothly. The vendor who sets up the tents knows what he is doing, and we have not had any
problems.
Because w~ have paintings and sculpture stay up on the street and park at night, we have hired our
own security and, again, have not had any problems of theft, vandalism or weather problems (even
though we had a terrific storm pass through one year),
Without Devendorf Park:
For the past 2 years we only had the festival on the street and not the use of the park. This has been a
big disappointment to many attendees. During the previous 4 years, we had live entertainment in the
park, sculpture demonstrations by such well known artists as Steven Whyte. People would come and
sit on the lawn and listen to the music, walk amongst the exhibited sculptures from many art galleries
around town, and generally enjoyed the park setting. Without any activities in the park, people do not
even go in there. That's why we would like to have the park again as part of the Carmel Art Festival:
so that the public can enjoy it.
We have never had any food and beverage functions, but this year we would like to have a Friday
11
Evening art unveiling" wine and nibbles event on Mission Street for art collectors who always come
by that first night between 7 and 9 PM. We have a tentative agreement by Pepe to devise an
appropriate function.
ONLINE PRESENCE:
The Carmel Art Festival, which is only one weekend a year (the weekend after Mother's Day) attracts
several thousand people to the event each year, filling hotels and restaurants.
Many come year after year. For those who need to skip a year, we have started ONLINE ABSENTEE
BIDDING. This was started in 2009, when we put all120 paintings that the 60 artists produce for the
festival on the website so that people can view them across the globe. Each year we get more bidding
participation. In fact, our ONLINE PRESENCE has expanded greatly when we updated our website in
2014.
ONLINE PRESENCE:
1. 'Nebsite www.carmelartfestiv.3lca!ifornia.com- Jan.2014-0cto28, 2016-38,600 unique visitors

2. Links from other organizations websites:
3. 'NWW. see monterey .com/ events/ art -festiiJals/ carmel-art 473 2.53%
4. www .ca rmelca liforn ia. com/event-21st -an nua l-ea rm el-a rt -festival 59 .h tm 379 2.03%
3CO 151%
7 rn.fac..:>book.com 249 1.33%
24 7 1.32%
9. W'N'N .carm?!ar!:Jalleries.com/ooPn.h tml 242 1.30%
10. www. hornesteadca rmeLcom/thin.::rs~to-do annua 1--=ven t.:;.h trn 198 1.06%
11. l.facebook.com/l.php 170 0.91%
12. httos://wN'N.facebook.com 153 0.82%
13. oaintouts.co m/com pone nt/ ~'lentlist/ :l~ ta ils/3-carm -=l~a rt -f::;stiva I. h tml 148 0.79%
14. us.wow.com/search 126 0.68%
15. ..vww .sc:C)monterev.com/e-1en ts 107 0.57%
15. www .5Pe mo n t2f2'/.com/includes/ 2'/ents/Carme!-Art -Festival/! 67 0 106 0.57%
17. 'N'NW. fin 2 3rtconn oisscu r .comi!n-Ca rmc!-Pain tings-to-~,1 a tch-thc~\fiews/J 1542083 97 0.52%
18. wwv'J .carm e !ca Iiforn ia .com/ann ua 1-eien ts-in-ca rmel-bv-the-sea .h tm 850.46%
19. 'Nww .seer;1o n terev .com/ ev'?. n t/ carmel-3rt -festi 1J3 !/38 77 78 0.42%
20. www .ca rme lshooping.com/ nav 1. h tm I 77 0.41%
21. wo,vw. car me I artfe stivalca J i fo rn i a.com/index. h tm I 74 0.40%
22. www. mis:;ion ranchcarm el.com/li nks. h tm 73 0.39%
23. www .co. man t~ rey .ca. us/ oages/ nonoDfit~.h tm 70 0.38%
24. W'N'N .seam!.::. 55 ex or" ssion .com/blo_:z./2 016/5/11/ ca rm e!- 20 15-p!ei n-air--3rt- f::::s:tiv31 67 0.36%
25. \N'NW .seemo n t:::rey.com/inc!udr:. 5/211en ts/Carm e !-.A.rt -Fe:'l tiva 1/1703 60 0.32%
r_n. \N\,V 1N .co .monte rev.ca. us/how-do-i/ find/non-profit -organizations 54 0.29%

22 Annual
Carmel Art Fes6val
lvfay f4th_J(T:h 2015
Station to Provide:
: 50 commercials (30 seconds) in prime

time (M~F 7a~7P) to air the 2 weeks prior
to the festival, $500
: 30 bonus commercials (30 seconds) to air

on the weekends prior to and during the
festival, $0.00
! 3 Artist interviews from the festival to be

aired 6x (90 second Art Reports).
$100
: Microsite & link on K-Mozart website,

May 1- May 17, $0.00
: Social media posting on all stations the 2

weeks prior to the festival, $0.00
Carmel Art Festival to Provide:
! $600 media buy to be paid by Apr 15, 2015
: Display K~ Mozart's banner at the festival
! Include K~Mozart's logo on all printed

& digital advertising, newsletters and
website.
Signed by Carmd ,\.rt Festi,al Signed by Station

2017 CARMEL ART FESTIVAL
ESTIMATED BUDGET
Expenses
City Fees: parking stalls, block closure, barricades, no parking signs,
sound permit, A-Frames s 3,118
City fees: Devendorf Park s 10,000
Printing and Reproduction $ 2,400
Advertising $ 8,000
Security $ 1,825
Music $ 2,000
Insurance $ 2,000
Judge $ 500
Auctioneer $ 350
Souvenirs: Posters, Tshirts, Totes, Hats $ 2,000
Cash awards to juried-in event artists $ 15,000
50% of proceeds from art sold to artists $ 45,000
Venue expenses: setup of tents, stages, tables, chairs $ 5,500
Portable Restrooms $ 722
ABC Liquor license $ 25
Greenwaste: event trash services $ 129
Miscellaneous expenses $ 425
Total Expenses $ 98,994
Revenue
Entry fees $6,300
Sales of paintings produced by artists & sold at festival* . $90,000
Sales of souvenirs $3,000
.
Total Revenue $99,300

Carmel Art Festival- Donations:
'.Ne trv to 5i''~ Th~ rout1 An Col:eul'i'= 3bout SS.:JOO/ye3"- in p:~5t 10 'l::ar;; TOT!..L: ;so.ooo
t:Juth Arts Col!ecti~;.~
~72 Calle Principal, i'rlonterey, CA 93940
Contact: '';larsha Perry, Tel. 831-375-9922
Carmel Art Festival- Sources of income: $52,300
1. Paintings & merchandise sold during the week of the art festival: $48,000
2. Entry fees: 6,300
For budget, see Addendum I.
Carmel Art Festival-Advertising: $8,000
L P!ein Air Magazine

2. Fine Art Connoisseur Magazine
3. Plein Air Magazine digital newsletter
4. Pine Cone
5. Monterey Herald
6. Local Radio Station
7. Email blasts via Constant Cont3ct email list
8. Program
Estimated fees for Carmel Art Festival 2018
Non refundable Special Event Processing Fee $ 155.00

Sound Permit- 3 days $ 108.00
2 parking stalls S/6th in front of restrooms @ 4 days $ 800.00
Block closures ($365 per block) 1 block @ 4 days $ 1,460.00
Barricades (8) at $65 each $ 520.00
No Parking Signs (10)@ $3.00 each $ 30.00
2 A frames @ 4 days $ 200.00
Devendorf Park- 4 days $ 10,001.00
Devendorf Park- Refundable Damage Deposit* $ 351.00
SUBTOTAL $ 13,625.00
TOTAL $ 13,274.00
The Carmel Foundation
March 3, 2017
Carmel-by-the-Sea City Council

P.O. BoxCC
Carmel-by-the-Sea, CA 93921
RE: Proposal for multiyear grant for Carmel-by-the-Sea Concours on the Avenue
Carmel-by-the-Sea Concours on the Avenue is a fun community event that is open to the public
at no charge. Locals as well as people from all over the United States come to enjoy the fine art
that is proudly displayed in the streets of our Village. It not only benefits The Carmel
Foundation, a non-profit that supports seniors in our community, but the significant revenue
generated serves as a financial boon to our Village. With the extensive press received for this
event, this is an opportunity to showcase Carmel-by-the-Sea to a worldwide
audience ........ priceless.
We are fortunate to have such a world class event at our door step that lends itself to the
character of our Village. Now that it is 10 years old, we have a track record of being well
planned, well organized and top quality.
The Carmel Foundation would like to request a multi-year grant for the Carmel-by-the-Sea
Concours on the Avenue. Thank you for your consideration.
Respectfully submitted,
d
President/CEO
Attachment 2
City Policy C16-01 Special Events
Policy - Special Event Support
Program Section
C16-01
APPEALS PROCESS
An Event Organizer whose application is denied, or who objects to the conditions or
restrictions placed on the permit, may appeal to the City Administrator by submitting a written
request to the Community Activities Director within 10 working days of the date on the City's
notification of denial, conditions or restrictions. The appeal must be based on the original
submitted application. The appealing party will be notified in writing of the City Administrator's
decision or action in a timely manner, or no later than 30 days from the date the appeal is
received .
If the appealing party is dissatisfied with the City Administrator's response, the party may
appeal to the City Council within 14 working days of receipt of the City Administrator's
response. The appeal shall be in writing, including a copy of the appeal to the Community
Activities Director and City Administrator and their responses. The appeal must be based on
the original submitted application and shall include the reasons for disagreeing with the
responses and include any supporting documents.
Upon receipt of the appeal, the City Council will hear the matter at an upcoming meeting. The
decision of the City Council is final.
REVOCATION OF PERMIT
Any conditions not met as set out in the approval of the application may be grounds for
revocation of the permit by the City.
COST RECOVERY
Through permit review, the Staff Committee will estimate direct costs (labor, equipment and
materials) for trash, portable toilets, and City departments Public Safety (Police and
Ambulance), Forest and Beach, Community Activities, Public Works and Administration.
Permit applications will be billed for staff hours, equipment, and associated costs.
Fees are established by Resolution of the City Council. These fees shall apply to short-term
use for special events. Exceptions: Cost recovery will not be required for City-sponsored
events (e.g., Fourth of July celebration, Sandcastle contest, Halloween parade and birthday
party, Tree-lighting Ceremony).
SPECIAL EVENT SUPPORT PROGRAM

A Special Event Support Program is funded annually through the City's budget process by a
"Community Promotions Fund." With clearly defined, goals, criteria, and evaluation measures,
the program will result in a granting process that provides equal opportunity for all interested
Event Organizers, and a reporting process that demonstrates transparency and accountability
for public funds.
TYPE OF EVENTS FOR SUPPORT PROGRAM

Community & charitable event - Either small- or large-scale event that serves or
benefits locally-based organizations and causes, and/or provides recreational, cultural,
and social benefits to Carmel residents. City-based organizations and events that
serve the Carmel community specifically receive priority in funding .
Large-scale event- An event based in the City of Carmel that is attended by 2,000 or
more people and/or requires the closure of more than two City blocks , calls attention
to and promotes the City regionally, attracts visitors as well as residents, has a major
impact on the commercial and residential communities, and provides measurable
economic benefits to the City of Carmel; or one that requires extensive staff time for
C16-01
pre-event processing, preparation, monitoring, and post-event rehabilitation of the
village.
Off-season event- Any event that is held off-season, between the months of
November and March (inclusive), when the City is not already impacted by a major
event, holiday or peak visitor time also receives priority in funding.
Small-scale event- An event that draws fewer than 2,000 people and/or requires the
closure of no more than two City blocks, and, in the judgment of the Community
Activities Director, requires less than two hours of total staff time for pre-event
preparation and/or post-event rehabilitation of the event venue, and does not exceed
six hours in duration (including time required for set-up and take-down).
ELIGIBILITY CRITERIA
To be eligible to receive City support, applicants must demonstrate that:
The event takes place within the City.
The event is scheduled to take place during the Fiscal Year for which the event was
funded and the exact date(s), time(s) and location within the City have been
determined.
The event is not financially dependent upon receiving City support.
The event directly or indirectly benefits the Carmel community by supporting its
schools, cause-related or non-profit organizations.
The applicant has no outstanding debt due to the City.
The event is accessible to the community/public, but need not be free of charge.
Participation in the organization requesting funding not be predicated on a person 's
race, color, religion , ethnicity, national origin, age, sex, sexual orientation, marital
status, political affiliation, disability or medical condition .
Carmel-by-the-Sea residents are served by the organization.
INELIGIBILITY
The City will not provide support to:
Individuals.
Events that benefit for-profit enterprises.
Invitation-only events that are not open to the general public.
Event Organizers and organizations that have not fulfilled previous special event
obligations.
QUALIFICATION CRITERIA
To qualify for consideration to receive City special event support, all applications must comply
with the following:
Are submitted by the deadlines (see Table 3, "Required Timeline"), in the format
required, and are 100% complete. Applications that are late, incomplete, or do not fully
comply with the instructions will not be considered.
Must include a copy of the complete event budget with explanation of income and
expenses, a proposed promotion/marketing plan and mutually agreed upon
performance measures for evaluating the event's marketing and economic impact on
the City of Carmel.
Must show anticipated direct or indirect charitable contributions to the Carmel
community in support of its schools, cause-related or non-profit organizations.
Additionally, for established events having previously received partial city funding,
C16-01
provide documentation that shows actual charitable contributions since inception of the
event.
Include non-profit tax 10 number if the event is organized by a non-profit organization.
EVALUATION MEASURES
After qualification, applications will be reviewed and evaluated based on the following :
Community & charitable events

The Event Organizers meet the above qualifying criteria .
The event directly or indirectly benefits the Carmel community by supporting its
schools, cause-related or non-profit organizations; offering educational, cultural or arts
experiences; or providing recreational or social activities.
The event benefits a City- or sphere-of-influence-based non-profit organization.
The event serves, involves, calls attention to and promotes the City of Carmel, its
residents, non-profits, schools and/or organizations.
Small and Large-scale events
The Event Organizers meet the above qualifying criteria.

The event enhances the quality of life within the City with cultural, social, recreational
or educational activities of interest to the community.
The event benefits a City- or sphere-of-influence-based non-profit organization.
The event attracts visitors to the City.
The event calls attention to and promotes the City as a highly desirable place to live,
visit, work, play, and do business.
The event directly or indirectly benefits or promotes City of Carmel businesses.
GRANTING PROCESS & SELECTION COMMITTEE

Deadlines for funding requests correspond to the City's budgeting cycle. The Staff Committee
will evaluate all qualified applications received by the deadline and funding recommendations
will be made based upon the application and the amount of funding that the City Council
allocates to the "Community Promotions Fund". Results will be presented to the Community
Activities & Cultural Commission for review and its recommendations will be given to the City
Council for final funding determination. The Council can approve, amend or deny any
recommendation.
FUNDING LEVELS
Combined event support shall not exceed the amount budgeted annually for the "Community
Promotions Fund" nor exceed the limits in the following categories:
Total funding for small-scale events Up to 60% of available funds
Total funding for all large-scale events Up to 40% of available funds
FUNDING
Grants provide funding support through a "Community Promotions Fund" for qualified events
to advertise and promote the City, and/or provide recreational, cultural, social benefits to
residents, and offset City fees associated with executing an event in the City of Carmel. The
purpose is not to fund the entirety of an event and grant awards may not cover all of an
event's cost.
The City expects to receive more applications and/or requests for grant support amounts in
excess of what it can provide. There is no guarantee that the City will be able to provide all,
C16-01
part or any of the financial support requested by each appl icant. Thus, applicants should not
make commitments on the expectation of receiving City support. Recurring events do not
automatically receive funding each year. Event Organizers of recurring events must apply
each year to be considered .
Successful applicants will be awarded grants in the form of credits toward their City fees.
Grants awarded are not intended to cover all of an Event Organizer's costs associated with
City oversight. If event costs (fees) are higher than the grant funding , the City will be owed the
difference. If event costs incurred are lower than was projected during the grant process, the
City will keep the difference.
The City shall retain the right to withhold or revoke funds where a recipient violates any terms
of this Special Event Support Program policy, or any special event permit requirement.
Compliance with this requirement shall be determined by the Commun ity Services Director.
OTHER REQUIREMENTS
Successful applicants (while grants are under review) will be expected to follow the City's
separate Special Event Permit process and submit all necessary forms, insurance and fees as
required .
Applications that do not meet the requirements and are not submitted within the specified
deadlines (see Table 3, "Required Timeline") risk forfeiting the City's Special Event support.
Successful grant recipients will be required to enter into an agreement with the City and
consent to the City's terms and conditions which will include language granting the City the
right to audit financials . The agreement will also include measurable objectives and
performance measures for evaluating an event's marketing and economic impact. Event
Organizers will be required to demonstrate how the event met, or did not meet, the objectives
and measures in a required , post-event report. The Event Organizers who are funded will be
required to submit such a report to the City within 60 days of the event's conclusion.
EVENT DETAILS
PERMITS
The Event Organizer is responsible for obtaining all necessary required permits. Depending
on the event, these may include, but are not limited to, the following:
Sign or banner approval from the City's Community Planning and Building
Department.
Encroachment permits from the City's Community Planning and Building Department.
Monterey County Environmental Health Department permit.
Department of Alcoholic Beverage Control (ABC ~ permit.
The Event Organizer is also responsible for ensuring that event vendors obtain all required
permits including, but not limited to, Temporary Event Food Permit and Temporary Seller's
Permit. Event Organizer must also ensure that event vendors have a current City of Carmel-
by-the-Sea business license.
C16-01
INSURANCE REQUIREMENTS
The City of Carmel-by-the-Sea requires liability coverage for $1,000,000 (or $2,000,000 for
large-scale events) for non-City-sponsored special events on City property. All property and
locations that are to be utilized and insured must be listed to reflect the City's interest in the
insured property.
The policy must read as follows: The City of Carmel-by-the-Sea, its public officials, officers,
agents, and employees are named as additionally insured in respect to <EVENT> on
<DATE>. This information is typed in the "Description of
operations/Locations/Vehicles/Exclusions Added by Endorsement/Special Provisions. A
separate, "Additionally Insured" endorsement page, with the same wording as above, is also
required.
The policy must specify commencement and expiration dates for coverage of the event.
NAME/ADDRESS OF INSURED must read: City of Carmel-by-the-Sea, PO Box CC, Carmel,
CA 93921. The name of the insurance company writing the policy, policy number, address,
e-mail address, phone and fax must be included. The Insurance Company must be a
company doing business in California and must be rated A+ or better. The rating of the
company must be attached to the Certificate of Liability/Additionally Insured Endorsement.
The following insurance requirements are standard for special events. The Event Organizer
shall furnish the City a "Certificate of Insurance" showing there is in force the following valid
policy naming the Event Organizer as insured and showing:
Commercial General Liability- minimum $1,000,000 (or minimum $2,000,000 for

large-scale events) combined single limit per occurrence for bodily injury and property
damage including products and completed operations;
Automobile Liability- (required for parades and car shows) minimum $1,000,000 (or
minimum $2,000,000 for large-scale events) combined single limit per accident for
bodily injury and property damage for all owned, hired or non-owned vehicles.
Liquor Liability - (when alcohol is being served or sold):

o If the Event Organizer will be supplying alcoholic beverages for no charge, the
Commercial General Liability insurance should include host liquor liability
coverage.
o If the Event Organizer is using a caterer or othe r vendor to supply alcohol, that
vendor must have liquor liability coverage with minimum limit of $1 ,000,000 per
occurrence.
o If the Event Organizer intends to sell alcohol, either the Event Organizer or vendor
providing the alcohol for sale must have a val id liquor sales license and liquor
liability insurance covering the sale of alcohol with minimum liquor liability limit of
$1,000,000 per occurrence.
AMPLIFIED SOUND
Any event using amplified sound requires a permit and must follow the regulations of
Municipal Code Section 8.56.010 through 8.56.110 to avoid "unnecessary, excessive and
annoying noises from all sources."
Attachment 3
April 20, 2017
Steve Dallas, Mayor

Chip Rerig, City Manager
carmel City Hall
Monte Verde Street
Carmel-by-the-Sea CA, 93923
RE: Community Event Granting Process
Dear Mayor Dallas & Chip,
I'm writing to provide input on the Community Event Granting Process.
First, thank you so much for being a partner in celebrating the wines of Monterey County. Guests have
thoroughly enjoyed the pairing of the charm of Carmel-by-the-Sea with the celebration of local wine and
culinary experiences for the past few years.
Second, we would like to recommend that in the future we pay 40-4S% of the event fees, with the city
waiving 55-60%, assuming there is not a significant increase in fees. Our current fee for the 2017 event is
$3,600. Under this arrangement, the Vintner & Growers would pay between $1440-$1620 with the City
waiving between $1,980- $2,160. This is significantly more than the $600 we currently pay.
For background and as precedent, in our role as a non-profit, and particularly a regional wine association
for the ABC, we are afforded special rates and liberties from public regulating entities. California ABC and
the Monterey County Health Department, the two main public entities with whom we receive approvals
both have special accommodations. The Health Dept. waives the fees for non-profits for up to five events
annually. This is done because they recognize that non-profits are not In the business to make money, but
to serve a larger community vision. We hope that the City recognizes that events like ours are not money
makers- we exist to celebrate and promote the region.
We have worked cooperatively with the City and local businesses for the past several years to create a
vibrant event that reflects the brand voice of Carmel-by-the-Sea. In addition to creating an experience
that is aligned with the brand voice of the City, we have demonstrated our responsiveness by adjusting
both the day (from Saturday to Sunday) and the event time (from 1:00p-5:00p to12:00p to 4:00p) to
make it more amenable to local innkeepers and restaurants.
For the 2017 event, we have paid to promote the event and visiting Carmel-by-the-Sea to over 2 million
people both in- and out-of-market using KSBW, KRML, Edible, Coast Weekly, Hearst digital platforms, and
numerous NPR stations with extended promotion through our and participating wineries' digital media
platforms. The demographic target is over 25 with an income of $70k or higher that are interested in
wine, food, travel, and events. The primary regions are Monterey/Santa Cruz/Salinas/Gilroy/Hollister, San
Jose, SF Bay Area (N.Bay, E.Bay, S.Bay) and Central Valley (Fresno, Stockton, Modesto, Sacramento). (We
did recently book tickets for a couple coming in from Washington state who is staying at a Carmel Inn, so
our actual reach goes well beyond the target.)
536 Pearl Street, Monterey, CA 93940 montereywines.org

Also, although this event does not make money, we still give back to the local community. Two of our
wine industry representatives spoke at the Carmel High School Career Day this year. And we have made a
$1,000 donation to Carmel High School's Sober Graduation Program.
Please share this letter with the City Council and as always, let me know if you have any questions. Thank
you for your continued partnership.
Warm Regards,
Kim Stemler
Executive Director
CARMEL HIGH SCHOOL
Home otthe Padres
RICHARD LOPEZ: PRINCIPAL CRAIG TUANA: ASSISTANT PRINCIPAL TOM PARRY: ASSISTANT
PRINCIPAL
Dear Carmel City Council,
Carmel High School is requesting to continue our tradition of doing our Homecoming parade down Ocean Avenue
and in downtown Carmel with the approval of the City Council. Also, I request, on behalf of Carmel High School
that the proposed costs suggested by the Activities and Cultural Committee be reduced and that the city cover
99% of the costs associated with the parade. Carmel High School would like to continue the long standing
tradition of the Homecoming parade, however will not be able to cover costs, as this is a new requirement which
has not existed for previous Homecoming parades. Carmel High School does not make money on the
Homecoming parade. The parade serves as a tradition that links all Carmel High students, past and present, with a
shared experience and celebration of our school community.
Please consider our request.
Sincerely,
Aubrey Powers
Carmel High School
Activities Director
Post Office Box 222780 :: Carmel, California 93922 :: Phone: 831.624.1821 :: Fax: 831.626.4313
To: Steve Dallas, Mayor of Carmel-by-the-Sea
From: Hella Rothwell, Carmel Art Festival
Date: April 20, 2017
The Carmel Art Festival is now in its 24'" year. Since its inception, it has always had
one venue for art buyers (historically at the Carmel Art Association and more
recently on Mission Street between Ocean & 6'" }, and festival goers (always in
Devendorf Park).
That is, until the use fees were imposed by the City, and our budget did not allow
for the approximately $10,000 required for Devendorf Park. Consequently, the
"festival" part of the Carmel Art Festival was dropped in 2015 and 2016. This
impacted us negatively as you can image.
ART BUYERS
This year we compiled a mailing list of those who bought our art dating back to
2013, and found that buyers come from all over the United States, some from
Canada. In order to woo them to come to the festival this year, we are inviting
them to a VIP Wine Reception on May 19. We have gotten a very enthusiastic
response. This confirms that we don't have a problem getting these art buyers
back year after year. They will follow us anywhere.
THOSE WHO WANT A "FESTIVAL" EXPERIENCE
But how about those who come to Carmel because it's an "event", a festival with
live music in Devendorf Park, picnicking, dancing, sculpture to enjoy, buying
festival posters, HANG OUT IN THE PARK. Although some may buy our art, these
are really people who come for the weekend because they are attracted by the
activities.
Page 2.
What happened during the 2 years that we did not include Devendorf Park?
The first year, 2015, we continuously heard the words, "is this it? Is this the art
festival?" and "it used to be so much better" and similar phrases. They didn't see
it as a "festival", there was no focus to hang out at like they used to do.
Devendorf had been a place to listen to live music, picnic, dance, see sculpture,
buy posters and other logoed stuff.
THEY FELT CHEATED.
The second year, 2016, we had a whole lot less people walking through the tents
on Mission street where the art is displayed. Obviously the "festival" goers had
not come.
But this also hit us in the pocketbook. We were about 20% down in sales.
These were the "cross-over" attendees, those who come not just to buy art but
also want the festival aspect of the Carmel Art Festival.
With this downward spiral, we had to make some hard decisions. We seriously
considered closing down the Carmel Art Festival. Other venues were considered.
When we then received the grant in 2017 for $13,000 to cover the "soft" fees
including those of Devendorf Park, we decided to give it another year and see
where it would take us. How it turns out, if we can woo "festival" goers back, is
anyone's guess, but we are giving it our best shot.
CARMEL ART FESTIVAL 2018.
But it is obvious to us that we cannot continue the Carmel Art Festival if there is
no "festival" which means we need Devendorf Park.
Page 3.
We know and understand that the Carmel Art Festival has to pay something. But
we do feel that we should get consideration for a higher percentage since we
have the event the weekend after Mothers Day, not a "high" weekend. As to
Devendorf Park, we make very little money for us, yet it costs us a lot for live
entertainment, extra tents and stages, and security.
HERE IS OUR SUGGESTION
1. City grant us 73% off everything but Devendorf Park

2. City grant us between 95% to 99% off for Devendorf Park
Respectfully submitted by,
Hella Rothwell, Board Member & Organizer
Carmel Art Festival
Tel. 831-626-4000
Email: hellarothwell@gmail.com
412412017 Carmel-by-the-Sea Mail - Concours on the Avenue
Carmel-
~~"1
o{l,\;1!<
\.y: by-the-Sea Ash lee Wright <awright@ci.carrnel.ca.us>
Concours on the Avenue

1 message
Jill Sheffield <jsheffield@carmelfoundation.org> Sun, Apr 23, 2017 at 4:27PM

To: "dallasforcarmel@gmail.com" <dallasforcarmel@gmail.com>, "carrie@carrieforcarmel.com"
<carrie@carrieforcarmel.com>, "janetr2016@gmail.com" <janetr2016@gmail.com>, "letsgocarmel@gmail.com"
<letsgocarmel@gmail.com>, Carolyn Hardy <chardy824@gmail.com>
Cc: Chip Rerig <crerig@ci.carmel.ca.us>, Ashlee Wright <awright@ci.carmel.ca.us>
Dear Mayor Dallas and members of the City Council,
I was very dismayed by the results of the CA&CC meeting on April 11, 2017. There was no sense
that the committee listened to any of the non-profits. It felt like they had made their minds up in
advance. There was no feeling they supported events or any sense of community.
All of these events lend to the quality of life in our community which is the reason many of us live
here. Smothering these events with fees will cause many of them to go away which makes our
community seem very cold and unfriendly. I urge you to take a second look at the real goal here
and support our local events in a positive way. As a taxpayer, my expectation is that you bring
quality, fun events to our community and make this a great place to live.
Specifically, the Carmel-by-the-Sea Concours on the Avenue has experienced incredible success
enjoyed by both residents and visitors over the past 10 years. For those of us who live here, it is
just fun to have this social and cultural event right on Ocean Avenue where we can interact with
our friends, neighbors and visitors from around the world. We are so lucky to have this world class
event in our Village that is open to the public. The Carmel Foundation is asking for your support,
because there is no admission charge to the public that generates dollars to pay your fees. We
would welcome the opportunity to put a perimeter around the City and charge a nominal fee. If
you would allow us to do that, we would gladly pay all of the City fees and could do wonderful
things for The Carmel Foundation. It would change everything.
For the City of Carmel it is an opportunity to showcase our community to the world where residents
and visitors alike can come together to see incredible works of art that have been brought to our
community from all over the country on that day. I had hoped you would be our funding partner.
The revenue stream you realize coupled with the worldwide exposure we enjoy from this event is
priceless ................ This event alone brings in enough revenue to fund the fees for all the
events for the year.
With regards to the costs, you just keep layering on more and more. Two years ago you added the
portable toilets for $4151 and this year adding shuttle costs at $3,000 and you are asking us to
absorb all those costs when you are the ones that reap the revenue from this event, not us. Most
businesses report a 30% increase in revenue, TOT is at a yearly high, hotels are full and at a high
rate, sales tax revenue is strong. As mentioned above, we don't have a revenue stream fed by
ticket sales. Last year we paid $11,167 to cover police OT and portable toilets which seemed fair
and we would agree to pay that again. But this year you are asking us for $31,000 with a $1500
grant. This is not something we can afford and we need our fees stabilized; they keep going up
each year..
https://mail.google.com/mail/u/O/?ui=2&ik=062c077935&view=pt&search=inbox&th=15b9d24509a4f76f&siml=15b9d24509a4f76f 1/2
412412017 Carmel-by-the-Sea Mail- Concours on the Avenue
The reason we asked for 100% of our fees this year is that we want to be treated equally in the
grant process, we have noted that others, Run in the Name of Love, Winemakers Celebration, and
Carmel Art Festival have all received a grant equal to the city fees for 2017 and we are requested
the same.
Last August, we had a meeting with the Mayor, City Administrator, City Attorney and the principals
of this event and there was a consensus that we should seek a multi-year grant/partnership. By us
having to continually come back through this process, it inhibits our ability to negotiate with brand
partners, secure judges, car entrants and journalists in advance. We are seeking a 3 year grant so
that we can spend our energies creating, planning and finding sponsors; this grant process is
laborious and takes away the time and energy we could use to focus on our event. But moreover,
the timing, a 3 year agreement would enable us to get off this cycle where we are at City Council
just 60 days out and have no permit and no idea how much we have to pay. It creates a lot of
angst. It would more efficient for all of us to make a commitment to each other for the next 3
years.
And YES, you should offer that to everyone! Why not? These are all long term events that you
can plan on each year, you know what to expect and unless the event is going to change in any
way, there is no need to spend staff time doing the same thing every year- that is where you can
achieve cost savings ....staff time. In my mind you should always be looking for efficiencies in that
way vs. charging non profits!
The Carmel Foundation is a 67 year old local organization that provides services that benefit the
well-being of our senior citizens. With over $300,000 coming directly back into our community from
this event over the last 10 years, that money helps us provide low income housing, a safe place for
seniors to go, socialization, lunch, a plethora of programs and activities and more. The City itself
benefits in that these are services you don't need to provide as many other cities do. We don't ask
you for operating costs to support the Foundation but we ARE asking for this grant.
Concours on the Avenue provides economic, charitable and community benefits while
maintaining the unique character of the Village, there is no downside. Please support our
grant request.
Sincerely,
Jill Sheffield
President/CEO
ASH LEE, CAN YOU PLEASE INCLUDE THIS EMAIL AND/OR THE ATTACHED DOCUMENT IN
THE COUNCIL PACKET FOR THE MAY 2 MEETING? THANK YOU .
.m~~ city council 05.02.2017 (1).docx

'i:!!.l 19K
htlps://mail.goagle.com/mail/u/Dnui=2&ik=062c077935&vifNI=pl&search=inbox&lh=15b9d2450!la4176f&siml=15b9d24509a4176f 212
~
MONTEREY COUNTY VINTNERS & GROWERS
April20, 2017
Steve Dallas, Mayor

Chip Rerig, City Manager
Carmel City Hall
Monte Verde Street
Carmel-by-the-Sea CA, 93923
RE: Community Event Granting Process
Dear Mayor Dallas & Chip,
I'm writing to provide input on the Community Event Granting Process.
First, thank you so much for being a partner in celebrating the wines of Monterey County. Guests have
thoroughly enjoyed the pairing of the charm of Carmel-by-the-Sea with the celebration of local wine and
culinary experiences for the past few years.
Second, we would like to recommend that in the future we pay 40-45% of the event fees, with the city
waiving 55-60%, assuming there is not a significant increase in fees. Our current fee for the 2017 event is
$3,600. Under this arrangement, the Vintner & Growers would pay between $1440-$1620 with the City
waiving between $1,980- $2,160. This is significantly more than the $600 we currently pay.
For background and as precedent, in our role as a non-profit, and particularly a regional wine association
for the ABC, we are afforded special rates and liberties from public regulating entities. California ABC and
the Monterey County Health Department, the two main public entities with whom we receive approvals
both have special accommodations. The Health Dept. waives the fees for non-profits for up to five events
annually. This is done because they recognize that non-profits are not in the business to make money, but
to serve a larger community vision. We hope that the City recognizes that events like ours are not money
makers- we exist to celebrate and promote the region.
We have worked cooperatively with the City and local businesses for the past several years to create a
vibrant event that reflects the brand voice of Carmel-by-the-Sea. In addition to creating an experience
that is aligned with the brand voice of the City, we have demonstrated our responsiveness by adjusting
both the day (from Saturday to Sunday) and the event time (from 1:00p-5:00p to12:00p to 4:00p) to
make it more amenable to local innkeepers and restaurants.
For the 2017 event, we have paid to promote the event and visiting Carmel-by-the-Sea to over 2 million
people both in- and out-of-market using KSBW, KRML, Edible, Coast Weekly, Hearst digital platforms, and
numerous NPR stations with extended promotion through our and participating wineries' digital media
platforms. The demographic target is over 25 with an income of $70k or higher that are interested in
wine, food, travel, and events. The primary regions are Monterey/Santa Cruz/Salinas/Gilroy/Hollister, San
Jose, SF Bay Area (N.Bay, E. Bay, S.Bay) and Central Valley (Fresno, Stockton, Modesto, Sacramento). (We
did recently book tickets for a couple coming in from Washington state who is staying at a Carmel Inn, so
our actual reach goes well beyond the target.)
536 Pearl Street, Monterey, CA 93940 montereywines.org

Also, although this event does not make money, we still give back to the local community. Two of our
wine industry representatives spoke at the Carmel High School Career Day this year. And we have made a
$1,000 donation to Carmel High School's Sober Graduation Program.
Please share this letter with the City Council and as always, let me know if you have any questions. Thank
you for your continued partnership.
Warm Regards,
Kim Stemler
Executive Director
CARMEL HOST LIONS CLUB
P.O. Box 3113
Carmel CA 93921
Carmel, April20, 2017
Mayor Steve Dallas and members of the City Council

City of Carmel-by-the-Sea
As a follow-up of our presentation at the last Carmel Community Activities & Cultural
Commission meeting, the Carmel Host Lions Club respectfully requests to be granted a
reduction of90% of the fees to be applied for the usage of Devendorf Park.
The 22"d Annual "Breakfast with the Bunny" Community Event will be held on Saturday
March 31,2018 with a pancake breakfast and fun kid's activities that last from 8:30 to
12:00 (half day).
We have attached the press release for the 2017 event that was presented last week.
The Carmel Host Lions Club greatly appreciates the wonderful opportunity facilitated by
the use of the Park during this past 21 years and hopes to continue doing so in the future.
Thanks for your consideration.

Yours sincerely,
~
Tom Ko!'1__ _
Presidenp-/'
Cannel Host Lion Club
Carmel, CA:
21st Annual Pancake Breakfast & Sunnyland hosted by Carmel Host Lions Club
Welcoming families and children of all ages to the "Pancake Breakfast & Sunnyland", The
Carmel Host Lions and the parents at Carmel Co-op Preschool at Carmelo School in Carmel
are presenting the 21st annual community event on Saturday, April15, from 8:30 to 12:00 in
Devendorf Park at Ocean Ave. and Junipero St., Carmel by the Sea. The pre-Easter
celebration features a generous breakfast of pancakes, scrambled eggs, sausage, orange
juice and coffee presided over by" Mr. Bunny", followed by children's games, face painting and
opportunities for pictures with "Mr. Bunny".
With the support and donations of our community partners, this wonderful event benefits our
club's projects and grant programs. Event Chairman, Tom Kerper, reports that an average of
450 people and 200 children attend the community event which is hosted by the Carmel Host
Lions Club.
The breakfast also represents the collaboration of many community organizations and
businesses including the City of Carmel-by-the-Sea, Carmel Co-op Preschool at Carmelo
School, The Blind and Visually Impaired Center, located at the Lions Building for the Blind in
Pacific Grove, Carmel High School which provides the tables and chairs, Little Swiss Cafe
which provides the pancake batter, Lugano Swiss Bistro which provides the scrambled eggs,
and Carmel Bakery which provides the coffee and hot chocolate. Opportunity drawings held
every half hour from 9:30 to noon offer chances to win a child's bicycle and more than 30 other
prizes.
The Carmel Host Lions Club has been proudly serving the Carmel area since 1942. Our
members are from the greater Carmel area and are dedicated to serving the community. We
raise funds to support a variety of local organizations and programs.
The Blind & Visually Impaired Center of Monterey County is one such organization. Since 1971,
residents experiencing vision loss have accessed an array of services including vision
rehabilitation, orientation and mobility training, low vision clinic assessment, assistive
technologies, peer support and social activities.
With vision loss as a main mission area for the past 100 years, Lions Clubs International is the
world's largest service club organization with more than 1.4 million members in approximately
46,000 clubs in more than 200 countries and geographical areas around the world.
What: 21st Annual Pancake Breakfast & Sunnyland hosted by Carmel Host Lions Club
When: Saturday, April151h, 2017- from 8:30 to 12:00
Where: Devendorf Park at Ocean Ave and Junipero St, Carmel by the Sea.
Why: Community event that benefits our club's projects and grant programs.
Tickets: $5 for children 12 years and under, $8 for adults and $23 for a family of 4 (2 adults and
2 children). -"Sunnyland Passports", sold separately, $5.
Info: www.e-clubhouse.org/sites/carmelhost
Contact: Event Chairman, Tom Kerper: (831) 224-4789.
f.,
4/20/2017
'"'""
1
Carmel-
by-the-Sea
Carmel-by-the-Sea Mail- Re: Special Event Support Program
Leslie Fenton <lsfenton@ci.carmel.ca.us>
City of Carmel-by-the-Sea
Re: Special Event Support Program
1 message APR 19 2017
Susan Love <susan@bsim.org> Received by City Clerk Wed, Apr 19, 2011 at 4:25PM
To: cityclerk@ci.carmel.ca.us
Dear City Council/City Hall,
I apologize profusely. I had worked on my email letter for quite some time an had made several edits and versions. By
mistake, I sent an unedited version. The letter for your consideration follows. Please disregard my previous email, thank
you.
I would like to share a few thoughts since attending the very disappointing meeting of the Activities and Cultural
Commission on April 11th.
Ever since I began working on the Run in the Name of Love event, I was aware of the city's interest and vital need to
bring visitors to the city to support the inns, restaurants, shops, and the economy in general. Special events are the key
element in achieving this goal. Although my event is not one of the largest, my participants are from all over the state
and from around the country as well. Just last year alone, 128 cities and 15 states were represented. According to our
post-event survey, 89% purchased food or beverages in Carmel's restaurants and coffee shops; souvenirs, merchandise
and services were also purchased in Carmel. I am proud to report that 94% are very likely or likely to participate again.
Run in the Name of Love grew by 23% last year.
This event is truly a community event, unique and special, bringing families to run together on Father's Day and to
annually run in memory of a loved one. It is also the only sporting event in the city where 4 year-olds and 88 year-olds .
have participated. It is one of the few events that brings residents to the ocean to walk with their dogs with their friends
and neighbors. Carmel businesses have embraced this event and support it annually with their generosity.
The city reaps the benefits of 8, 000 beautiful postcards distributed locally and up and down the state of CA. Pre-event
TV, radio, magazine, and newspaper ads and articles promote Carmel-by-the-Sea while every participate takes home a
beautiful shirt with the city being included as a "sponsor." This advertising is worth more than we have received in fee
"waivers."
We have always paid the "hard cost," expenses incurred by the city.
This event is clearly not about making money but to provide a meaningful experience for many and to showcase the
beauty of Carmel. 100% of the proceeds go to youth fitness.
Following is the history of fees waived in the past:
2013 - $3,400
2014- $3,300
2015 - $4,052
2016- $1,575
2017- $4,000
2018 - $800 (proposed)
For the 2017 event, 100% of the grant fees requested were waived. For your consideration, I am proposing a percentage
of 75% in fee reductions for Run in the Name of Love. Thank you.
Sincerely,
Susan Love
Run in the Name of Love Race Director
On Wed, Apr 19, 2017 at 2:55PM, Susan Love <susan@bsim.org> wrote:

Dear City Council/City Hall,
https://mai l.google.com/mail/u/0/?ui=2&ik=53f463f90c&view=pt&search=inbox&th= 15b88895b16b1 e20&siml= 15b88895b16b1 e20 1/3
4/20/2017 Carmel-by-the-Sea Mail - Re: Special Event Support Program
I am not exactly sure to whom to address this email. However, I would just like to share a few
thoughts since attending the very disappointing meeting of the Activities and Cultural
: Commission on April 11th.
Ever since I began working on the Run in the Name of Love event, I was aware of the city's
. interest and vital need to bring visitors to the city to support the inns, restaurants, shops, and the
economy in general. Special events are the key element in achieving this goal. Although my
' event is not one of the largest, my participants are from all over the state and from around the
! country as well. Just last year alone, 128 cities and 15 states were represented. According to
' our post-event survey, 89% purchased food or beverages in Carmel's restaurants and coffee
: shops; souvenirs, merchandise and services were also purchased in Carmel. I am proud to
i report that 94% are very likely or likely to participate again. Run in the Name of Love grew by
: 23% last year.
i
, This event is truly a community event, unique and special, bringing families to run together on
, Father's Day and to annually run in memory of a loved one. It is also the only sporting event in
' the city where 4 year-olds and 88 year-olds have participated. It is one of the few that brings
: residents to the ocean to walk with their dogs with their friends and neighbors. Carmel sponsors
: and raffle donors have embraced this event and support it annually with their generosity.
i The city reaps the benefits of 8,000 beautiful postcards distributed locally and up and down the
, state of CA. Pre-event TV, radio, magazine, and newspapers promote Carmel-by-the-Sea while
every participate takes home a beautiful shirt with the city being included as a "sponsor." This
, advertising is worth more that I have received in fee "waivers."
, We have always paid the "hard costs," all expenses incurred by the city.
. This event is clearly not about making money but to provide a meaningful experience for many
and to showcase the beauty of Carmel. 100% of the proceeds go to youth fitness. Yes, it makes
a "profit" but only $13,000 annually. If I have to pay the city $5,000 for "soft fees" I fear that this
i event will be discontinued. For $8,000, it is hardly worth my time and the incredible amount of
i work that goes into it. Most likely the Big Sur Marathon will no longer support it. If the city is
trying to make money, rather than provide meaningful experiences and events, I will seriously
consider bowing out as this event's the race director.
: For the 2017 June event, 100% of the grant fees requested were waived. I am proposing a
' percentage of 75% in fee reductions in the future.
: Thank you for your consideration.

'
i Susan Love
, Run in the Name of Love Race Director
: Susan Love
' JUST RUN Program Director
Big Sur International Marathon
P: 831-625-6226 IF: 831-625-2119
1 www.justrun.org
'
' Follow us on our JUST RUN Facebook page
https ://m ai l.google.com/mai 1/u/0/?ui = 2&i k= 53f463190c&vi ew= pt&search= inbox&th= 15b88895b16b1 e20&s im I= 15b88895b16b1 e20 213
4/20/2017 Carmel-by-the-Sea Mail- Re: Special Event Support Program
Susan Love
JUST RUN Program Director
Big Sur International Marathon
P: 831-625-6226/ F: 831-625-2119
www.justrun.org
Follow us on our JUST RUN Facebook page
https :lim ai l.google.com/m ai 1/u/0/?ui =2&i k= 53f463190c&vi ew= pt&search= inbox&th= 15b88895b16b1 e20&si mI= 15b88895b16b1 e20 3/3
4/Zl/2!J17 Carmel-by-111&-Sea Mall- Fwd: May City Ccmcll Meatl~
Leslie Fenton <lsfenton@ci.carmel.ca.us>
Fwd: May City Council Meeting

1 message
Aahlee Wright <awright@ci.carmel.ca.us> Thu, Apr 27, 2017 at 3:50PM

To: Leslie Fenton <lsfenton@ci.cannel.ca.us>
- - Forwarded message--
From: Janet Bombard <jbomban:l@ci.carmel.ca. us>
Date: Thu, Apr 27, 2017 at 11:10 AM
Subject: Fwd: May City Council Meeting
To: Ashlee Wright <B'Nright@ci.cannel.ca.us>
Cc: Chip Rerig <crerig@ci.carmel.ca.us>
For inclusion in the agenda packet. Thanks.

- - Forwarded message--
From: Judy Refuerzo <carmelspinone@me.com>
Date: Wed, Apr 26, 2017 at 9:46 PM
Subject: May City Council Meeting
To: Janet Bombard <jbombard@ci.cannel.ca.us>
Hi Janet,
I will not be able to make it to the City council meeting in May because of my work schedule. I would like to share my
thought process with the City Council so they understand the reasoning behind the recommendations that the CACC
made regarding the Special Event Support grant funding.
One of the responsibilities of the CACC is to review the Special Event Support Grant Applications and make
recommendations regarding those requests to the City Council. As Chair of the CACC I take my role seriously and feel
that we need to follow the Policies adopted by the City Council. The City Council adopted Policy C16-01 which
eliminated "fee waivers and replaced them with grants. The cycle of the Special Event Support grant funding comes
prior to the City Council setting the yearty budget, thereby giving them an opportunity to adjust the budget.
It is the CACC's responsibility to uphold the City Policies and policy C16-01 states: ~rants awarded are not intended to
cover all of an Event Organizer's cost associated with City oversighr and "the purpose is not to fund the entirety of an
event. A total of 7 events for the 2017/18 Fiscal Year came before the CACC at the last meeting, and none of them
were new events (so there is history and data). However I was surprised to see 3 events that had never had to come
before the CACC to ask for funding.
The staff suggested two methods that the CACC might utilize to grant the funding. I felt that method two - a percentage
method was a good idea, which could be easily applied. The staff suggested that we equally grant each applicant 1/3 of
their estimated special event fees. However I did not feel that granting everyone 1/3 of their fees was fair. There are
many other things that should factor into the decision.
I felt one thing that could be a factor would be when the event is being held. There are times when the City is very busy
with tourists and other times when the City could use some help. In other words, peak and non-peak times of the year:
Peak being April - October and non peak being November - March. So if the City wants to bring in more events duming
the non peak months we should grant them a higher percentage. As a result, I suggested granting 50% during non peak
and 20% during peak.
But then there are the Ultra Peak periods were we find the City overrun with visitors. Those times would be Car week,
AT&T and the US Open - people are coming whether we want them or not. Events held during this time are sure to
have high participation. That is why we suggested only granting 5%. There are many groups wanting to host events in
our City during these Ultra Peak times (The Tour de Elegance is so happy to host their event in the City and they are
willing to pay for all the fees and did not apply for a grant).
Lastly I felt we needed special consideration for events that are basically for the good of all. These events are totally
https;Jfmall.google.canlrnaiii\JICI?IJ=2&1k=53f463190c&vlrNr-=pt&aa~lrbox&ltl= 15tm191l8746682d&alml=15bb191l8748682cf 1/2
4!Zll2017 Ctrmel-by-1he-Sea Mail- Fwd: May City Council Meetirg
free to the participants and the visitors/guests. These organizations do not charge people to participate or people to
attend. The two events for this grant cycle would be Cannel High School Homecoming Parade and the 57th Annual
Great Sand Castle Contest. Personally I would like to have the City cover all costs for these two events, however to
stay true to Policy C16-10 and not cover any event 100%, I suggested that we grant them 95% of their cost.
I feel our recommendations were well thought out and we tried our best to uphold the City Policies.
Thank you,
Judy Refuerzo
Janet Bombard
Library and Community Activities Director
City of Cannel-by-the-Sea
(831) 624-1366
https:l/mail.google.com/maillu'OI?ui=2&i k=53t463190c&vi81N=JX&seerch=inbax&th= 15bb19b8745682cf&sim I= 15bb19b8746682cf 212

Approve Six Fiscal Year 2017-18 Special Event Support Grants 05-02-17 PDF

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CITY OF CARMEL-BY-THE-SEA

TO: Honorable Mayor and City Council Members

SUBMITTED BY: Janet Bombard, Library and Community Activities Director

APPROVED BY: Chip Rerig, City Administrator

COMMUNITY ACTIVITIES AND CULTURAL COMMISSION RECOMMENDATION

COMMUNITY ACTIVITIES AND CULTURAL COMMISSION REVIEW

Method One: Hard Costs vs. Soft Costs

Method Two: Establish a percentage

SPECIAL EVENTS SUPPORT GRANT APPLICATIONS

Nonprofit Event Estimated FY Requested CA&CC Comments

$56,851.35 $58,616 $8,291

PRIOR CITY COUNCIL ACTION

$3,000 to the Monterey Winemakers Celebration on January 3, 2017

Name: Aubrey Powers Email Address: apowers@carmelunified.org

Organization Name: Padre Parents I Carmel High School

Address: 3600 Ocean Ave

City: Carmel-by-the-Sea State: CA Zip: 93923

Telephone Number: (831) 624-1821 Cell Number: 661-303-9412

Website address: www.carmelunified.org Non-Profit Tax I. D. :

Event Title: Carmel High School Annual Homecoming Parade

Number of expected attendees: 200 + Requested grant amount: $840

Event Category: (check one)

D Athletic/Recreation D Art/Exhibit D Car Show D Festival/Celebration xD Parade/Procession

If you ~nswered 11 No", please provide a brief explanation:

Benefits the Carmel High School students

If you did not attach documentation, please provide a brief explanation:

14. Will your event be open to the community/public? Yes .IR! No D

15. Does your organization serve Carmel-by-the-Sea residents? Yes No D

If you answered yes, please explain how:

Applicant Signature 0-- Date 3/c, /r 7

Performance Measures for: CARMEL HIGH SCHOOL ANNUAL HOMECOMING PARADE

The following criteria will be considered:

* Number of Council Members

Keeping to City's specifications

Safety of students and parade goers

INCOME NOTES ESTIMATED ACTUAl

EXPENSES NOTES ESTIMATED ACTUAL

EXPENSES TOTAL $ \,990 Is -I

INELIGIBLE GRANT EXPENSES

March 4th, 2017

Subject: Carmel High School

To whom it may concern:

Non refundable Special Event Processing Fee* $ 155.00

Name: Alfred Seccombe Email Address: alfredseccombe@gmail.com

Organization Name: Monterey Bay Chapter of the American Institute of Architects

Address: 591 Lighthouse Ave.

City: Pacific Grove State: CA Zip:93950

Telephone Number:831-372-6527 Cell Number:831-917-4694

Website address: http://www.aiamontereybay.org/ Non-Profit Tax I.D. : 94-6126832

Event Title: 57 1h Annual Great Sand Castle Contest

Event Category: (check one)

0 Athletic/Recreation 0 Art/Exhibit 0 Car Show 0 Festival/Celebration 0 Parade/Procession

AMOUNT REQUESTED: $1266.00. _ _ _ _ _ _ _ _ _ _ _ _ _ __

1. Will your event take place in the City of Carmel-by-the-Sea? Yes Zl No 0

If you did not attach documentation, please provide a brief explanation:

14. Will your event be open to the community/public? Yes i2J No 0

19. Wlll your event attract visitors to the City? Yes Qg No 0

Applicant Signature Chri.M:Le' L. ~ 3-7-17

Please print name_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __

INCOME NOTES ESTIMATED

I INCOME TOTAL! I . -$0]

EXPENSES TOTAL $ 2,026.00

INELIGIBLE GRANT EXPENSES

_THE BIG SUR INTERNATIONAL MARATHON ___