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Cerritos City Council Meeting Minutes

MINUTES OF A SPECIAL MEETING OF THE
CITY COUNCIL OF THE CITY OF CERRITOS
HELD APRIL 22, 2010

CALL TO ORDER

The meeting was called to order at 3:37 p.m. in the City Manager's Office Conference Room at Cerritos City Hall, 18125 Bloomfield Avenue, Cerritos, California.

ROLL CALL

The attendance of the following Councilmembers was noted:

Councilman Bruce Barrows
Councilwoman Carol Chen
Councilman Jim Edwards
Mayor Pro Tem Laura Lee
Mayor Joseph Cho, Ph.D.

PUBLIC COMMENTS AND SUGGESTIONS

The Mayor called upon those wishing to address the City Council.  There was no response and the public comments portion of the meeting was closed.

REVIEW AND CONSIDERATION OF CURRENT AND FUTURE CERRITOS CENTER FOR THE PERFORMING ARTS PROGRAMMING, INCLUDING THE 2010-2011 SEASON

City Manager Gallucci and Theater Executive Director Springer reviewed and responded to City Council inquiries regarding the 2009-2010 season review, particularly with regard to ticket pricing strategy in response to economic conditions.  Dr. Springer reviewed 2009-2010 monthly sales comparison and season actual versus projected revenue; proposed CCPA programming for the 2010-2011 season; and marketing strategies targeting historically soft sales months, including a potential programming model of two four-month programming blocks with more efficient marketing strategies and associated maintenance scheduling. 

Jim McMahon, Cerritos resident, referenced the 2009-2010 monthly sales comparison with respect to other venues as well as tracking sales based on geography and long-term shows.

General discussion ensued regarding the difficulty in comparing venues since each one has it own unique characteristics and that broader trends among venues provides some insight to audience preferences.  With regard to tracking sales, it was pointed out during the discussion that the type of performance typically drives the geographic draw rather than drawing consistently from a specific geographic area regardless of the performance. During further discussion pertaining to long-run shows, it was noted that these types of shows are typically presented as split week formats at the CCPA based on historical attendance patterns.

Ken Cha, Cerritos resident, referenced allocation of staff time devoted to the operation of the CCPA and related accounting of the same.

Discussion followed regarding the business model for the Towne Center, including the CCPA, Sheraton Hotel, and commercial and offices uses, as an interconnected economic model benefiting all participants.  It was also noted that specifics with regard to the CCPA are contained in the City/Agency annual budget.

Further discussion ensued with regard to cultural programming and market niches, performance partnerships, optimum programming, donor underwriting, and additional rental opportunities such as movie screenings, symposiums and conventions.

MOTION:  It was moved by Councilman Barrows and seconded by Mayor Pro Tem Lee to receive and file the staff report dated April 22, 2010 entitled Review and Consideration of current and future Cerritos Center for the Performing Arts Programming, including the 2010-2011 Season.  The motion carried unanimously.

ADJOURNMENT

There being no further business to come before the City Council, the meeting adjourned at 4:55 p.m.

/s/Josephine Triggs_______
Josephine Triggs, City Clerk

Attest:

/s/Joseph Cho                          
Joseph Cho, Ph.D., Mayor

Approved:  May 10, 2010

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