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REGULAR MEETING OF THE
CITY OF EL SEGUNDO
ARTS and CULTURE ADVISORY COMMITTEE
AGENDA
MEETING DATE: Tuesday, May 28, 2019
MEETING TIME: 5:30 p.m.
MEETING PLACE: El Segundo Public Library
Friends of the Library Meeting Room
111 West Mariposa Avenue
El Segundo, CA 90245
The Arts and Culture Advisory Committee, with certain statutory exceptions, can only take action upon properly posted
and listed agenda items. Unless otherwise noted in the Agenda, the public can only comment on City -related business
that is within the subject matter jurisdiction of the Arts and Culture Advisory Committee, and items listed on the Agenda
during the Public Communications portion of the meeting. The time limit for comments is five minutes per person,
maximum 30 minutes.
Before speaking to the Arts and Culture Advisory Committee, please state: Your name and residence and the
organization you represent, if desired. Please respect the time limits.
In compliance with the Americans with Disabilities Act, if you need assistance to participate in this
meeting, please contact the City Clerk (310) 524-2305. Notification 48 hours before the meeting will
enable the City to make reasonable arrangements to ensure accessibility to this meeting.
Land Acknowledgement: We acknowledge that we are holding this meeting on the
traditional, ancestral, and unceded territory of the Tongva. We recognize the Tongva
people as the traditional land caretakers of Tovaangar (Los Angeles basin, So. Channel
Islands). We also acknowledge that Los Angeles County is home to the largest
Indigenous populations in the US.
A. CALL TO ORDER
B. ROLL CALL
❑ Chairperson Jeff Cason
❑ Kristen Dorsey
❑ Michael Kreski
❑ Tyler Leisher
❑ Sally Martin
CITY COUNCIL LIAISONS
❑ Councilmember Don Brann
C. PRESENTATIONS —NONE
❑ Brian Mitchell
❑ George Renfro
❑ Natalie Strong
❑ Vice Chairperson Eva Sweeney
❑ Neal Von Flue
❑ Councilmember Chris Pimentel
D. PUBLIC COMMUNICATIONS (Related to city business only and for which the
Advisory Council is responsible — 5 minutes per person; 30 minutes total).
E. APPROVAL OF MINUTES for April 23, 2019
F. SPECIAL BUSINESS —NONE
G. UNFINISHED BUSINESS
1. Big Idea List Consideration (Neil Von Flue)
Recommendation: Discussion and possible action.
H. NEW BUSINESS
2. City of El Segundo Website Needs for Arts and Culture Advisory Committee
Recommendation: Discussion and possible action.
I. SUBCOMMITTEE UPDATES
1. Events
2. Grants
3. Percent for the Arts
4. Projects
5. Marketing
K. GOVERNANCE
L. ADVISORY COMMITTEE MEMBER COMMENTS
Chairperson Jeff Cason
Kristen Dorsey
Michael Kreski
Tyler Leisher
Sally Martin
CITY COUNCIL LIAISON COMMENTS
Councilmember Don Brann
M. CITY LIAISON UPDATES
N. ADJOURNMENT
Brian Mitchell
George Renfro
Natalie Strong
Vice Chairperson Eva Sweeney
Neal Von Flue
Councilmember Chris Pimentel
NEXT MEETING: Regular meeting on June 25, 2019 at 5:30 p.m., at the
El Segundo Public Library, Rose Garden Room, 111 West Mariposa Avenue, El
Segundo, CA 90245.
Posted by: Julie Todd Date & Time: 5/22/2019, 1:30pm
ARTS AND CULTURE ADVISORY COMMITTEE'S BIG IDEA LIST
Centennial Art Piece
Grants
Civic Center Plaza
Relationship with ES Arts Association
Fairy Doors at Library Park — ESHS AP Art Class
Collaboration with ES History Committee
Indigenous People Month
Black History Month
Imperial and Main Signage
El Segundo Blvd and Pacific Coast Highway Signage
Connect West and East sides of El Segundo via Bike Path — Collaborate with Planning
Commission
Make Grand Avenue to beach more park -like
Event promotion and communication
Social Media
Poet Laureate
Handprint Alley 2.0
Public Art
Live Performance
Creative Writing
Nightscape
SUBCOMMITTEES
Events: Tyler Leisher (lead), Brian Mitchell, and Kristen Dorsey
Grants: Eva Sweeney (lead), Jeff Cason, and Natalie Strong
Percent for the Arts: Michael Kreski (lead), Sally Martin, Brian Mitchell, and Eva Sweeney
Projects: Neal Von Flue (lead), Kristen Dorsey, Michael Kreski, George Renfro, and Eva
Sweeney
Marketing: Natalie Strong (lead), Jeff Cason, Sally Martin, and Brian Mitchell
ARTS AND CULTURE ADVISORY COMMITTEE OUTREACH TO OTHER
CITY OF EL SEGUNDO COMMITTEES, COMMISSIONS, AND BOARDS
Capital Improvement Program Advisory Committee: Michael Kreski
Economic Development Advisory Council: Eva Sweeney
Environmental Committee: Kristen Dorsey
Investment Advisory Committee: Brian Mitchell
Library Board of Trustees: Brian Mitchell, Natalie Strong (alternate)
Planning Commission: Sally Martin, Tyler Leisher (alternate)
Recreation and Parks Commission: Jeff Cason, Michael Kreski (alternate)
Senior Citizens Housing Corporation Board: Neal Von Flue, George Renfro (alternate)
Technology Committee: Tyler Leisher, Brian Mitchell (alternate)
ACC MARKETING PLAN 2019
PURPOSE
The purpose of this plan is to...
CAMPAIGN GOALS
• Raise the profile of the ACC
• Directly market ACC project
• Provide marketing advocacy for other local art projects
TARGET AUDIENCE
SOUTH BAY
COMMUNITY
ES CONMINMY
ES ARTS ORGS
ES ARTS ORGS
Description...
ES COMMUNITY
Description...
SOUTH BAY COMMUNITY
Description...
L STRATEGY
NARRATIVE
Who is the ACC?
The Arts & Culture Advisory Committee exists to elevate public art and cultural events in El
Segundo, support the artistic efforts of local artists and arts organizations, and advocate for a
thriving creative community within El Segundo.
How does the ACC benefit ES Arts / ES Community / SB community
Benefit ES Arts:
Benefit ES Community:
Benefit South Bay Community:
How will we educate our communities?
Description...
What do we do? What do we not do?
What We Do:
• Initiate a small number of created arts & culture projects each year
• Advise the City of El Segundo on public projects and initiatives that include artistic
components
• Advise local artists and arts organizations on how to best engage with the resources
available to them in the community
• Develop a development impact fee to fund future projects
• Help bridge the gap between "old El Segundo" and "new El Segundo"
• Broadening the community's definition of art & culture
What We Don't Do:
• Take hands-on ownership of each project that comes our way
• Raise money for outside groups
• Manage projects for outside groups
SWOT ANALYSIS
Strengths
Ex: we are doers in the community, City Council support, we are artists ourselves, individually
well connected in ES...
Weaknesses
Ex: new committee, unknown in the community, little political power, no direct funding source...
Opportunities
Ex: Champion downtown beautification projects, % for arts funding, align with other local orgs,
simplify arts promotion in ES, raise broader awareness of ES in So Cal, advise on ES destination
marketing campaign, educate community on important cultural issues...
Thraatc
Ex: public perception of % for arts, public pushback on cultural education efforts, running out of
money, overpolicing on conflict of interest / city liability...
WHAT WE OFFER
1.) Shape the narrative for the ACC
a.) Craft a narrative of why we exist and how we benefit
b.) Align ACC members around the narrative
c.) Share narrative with city leaders, decisionmakers, key people
d.) Platform our narrative publicly every chance we get
e.) Evaluate public perception and fine tune our message
2.) Direct marketing for ACC projects
a.) Create a marketing mini plan for each ACC event/project
b.) Assign individuals to drive the execution of the plan
c.) Execute the plan
d.) Collect data and evaluate effectiveness
3.) Marketing advocacy for ES arts projects
a.) Publish sample plans, packets, contact lists
b.) Face to face meeting with local arts org to proivde guidance
c.) Offer to make connections within community
d.) Publish program info on our channels, at our discretion
4.) Advise City of El Segundo on arts and culture promotion
a.) Establish relationships with key city officials
b.) Regularly connect and advise on arts & culture priorities
c.) Seek to support broader City goals with arts & culture
2. MARKETING PLATFORMS
DIGITAL PLATFORMS
Instagram:
Facebook:
Google Search:
Youtube:
Twitter:
Email:
Website:
PRINT PLATFORMS
Posters:
Banners:
Lawn Signs:
Door Hangers:
Print Ads:
Flyers:
PR PLATFORMS
Newspapers:
Magazines:
Newsletters:
Calendar Listings:
Blogs:
TV:
Radio:
AFFILIATE PLATFORMS
Partner Arts Organizations:
Partner NPOs:
Schools:
Participating Artists:
Arts Communities:
Other:
3. MARKETING CONTENT
CONTENT
Artwork:
Narrative Text:
BTS Videos:
Interview Videos:
Press Releases:
Photos of us:
Photos of art:
Photos of events:
Repost/Retweet:
Responses to timely community needs:
Event Listings:
Event Invitations:
SPECIFIC PROMOTIONS
• Affiliate Program
• Goldstar
• ED! Foundation Partnership
• Plaza ES / The Point Partnership
• Etc...
4. CAMPAIGN SCHEDULE
CAMPAIGN SCHEDULE - MARCH
O
3/1
rLATFORMS
3/2
3/3
3/4
3/5
3/6
3/7
3/8
3/9
3/10
3/11
3/12
3/13
3/14
3/15
3/16
3/17
3/18
3/19
3/20
3/21
3/22
3/23
3/24
3/25
3/26
3/27
3/28
3/29
3/30
3/31
CAMPAIGN SCHEDULE - APRIL
DATE CONTENT �
i
4/1
4/2
4/3
4/4
415
4/6
4/7
4/8
4/9
4/10
4/11
4/12
4/13
4/14
4/15
4/16
4/17
4/18
4/19
4/20
4/21
4/22
4/23
4/24
4/25
4/26
4/27
4/28
4/29
4/30
CAMPAIGN SCHEDULE — MAY
n•
e
r .
511
5/2
5/3
5/4
515
5/6
5/7
5/8
5/9
5110
5111
5/12
5/13
5/14
5115
5/16
5/17
5/18
5/19
5/20
5/21
5/22
5/23
5/24
5/25
5/26
5/27
5/28
5/29
5/30
5/31
CAMPAIGN SCHEDULE - JUNE
6/1
6/2
6/3
6/4
6/5
6/6
6/7
6/8
6/9
6/10
6/11
6/12
6/13
6/14
6/15
6/16
6/17
6/18
6/19
6/20
6/21
6/22
6/23
6/24
5. PUBLIC RELATIONS
PUBLIC RELATIONS GOALS
• Create constituent awareness in Los Angeles County
• Earn features in regional & national publications, regional TV, and industry blogs
• Bolster SEO by cultivating external linkbacks
• Etc...
TARGET GROUPS
• Local Publications: The Daily Breeze, The Beach Reporter, Easy Reader News, El
Segundo Herald, El Segundo Scene, etc...
• Regional Publications: Los Angeles Times, L.A. Weekly, etc...
• National Publications: Business Insider, etc...
• Regional TV: KTLA, KABC, CBS, Fox11, KCAL, etc....
• Key Blogs: Arts blogs, culture blogs, best places to live in LA, etc
6. SAMPLE MINI -PLAN
Project Description: Who, what, when, where, why
Measurable Goals: What do we consider a "win" for this campaign? Be as specific as possible
Audience: Who is our target audience... be as specific as possible. This doesn't mean we don't
want the general public to come! But we only have so many marketing dollars, so how can we be
sure the most interested people come and bring their friends / family / coworkers?
Position: What makes this event uniquely special? Why should they pick this instead of staying
home in comfy pajamas and binge watching Stranger Things?
Price: What is the cost to the public?
Promotion Partners: Who will help cross promote?
Web & Social: What digital means of promotion will we use?
Press: What press media will we pursue?
Print: What printed media will we create?
Action Items: