HomeMy WebLinkAbout2017-11-14 - AGENDA REPORTS - AMPITHEATER (2)0
Agenda Item: 7
CITY OF SANTA CLARITA
Q:° AGENDA REPORT
CONSENT CALENDAR
7,
CITY MANAGER APPROVAL: 1 j4 _ "
DATE: November 14, 2017
SUBJECT: AWARD CONTRACT FOR AMPHITHEATER FEASIBILITY STUDY
DEPARTMENT: Recreation, Community Services, Arts, and Open Space
PRESENTER: Phil Lantis
RECOMMENDED ACTION
City Council:
Award a contract to AEA Consulting LLC to develop an Amphitheater Feasibility Study in
the amount of $59,640.
2. Authorize the City Manager or designee to execute all documents, subject to City attorney
approval.
BACKGROUND
On March 9, 2016, the City Council adopted the City of Santa Clarita Arts Master Plan which
serves as the long-term road map for cultural development throughout the community. The Arts
Master Plan addresses 10 areas of specific interest and builds on the two -phased Cultural Arts
Master Plan adopted in 1997 and 1998, as well as other documents created under the guidance of
the City of Santa Clarita Arts Commission.
Since adoption of the Arts Master Plan, the Arts Commission presented the City Council with
their first annual Work Plan on September 27, 2016, which identified five of the Arts Master
Plan recommendations as the top priority for 2016-17. One of the five identified priorities was
Recommendation 5.1 which states: "Develop a plan for an outdoor amphitheater in a park,
addressing its optimal focus, location, size, and operating structure." The funding for the
development of an Amphitheater Feasibility Study was approved by the City Council as part of
the Fiscal Year 2017-18 budget. The consultants will develop a study that will address several
areas related to the potential future development of an amphitheater, including the recommended
size of the venue, operating and management models, construction and management budget
projections, identifying the market area and anticipated attendance, and an assessment of various
potential locations within Santa Clarita. The consultants will make recommendations on how
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best to proceed, should the City Council determine in the future that they would like to move
forward with the creation of an amphitheater venue.
On July 27, 2017, the City of Santa Clarita (City) released an invitation to bid for the
Amphitheater Feasibility Study. The invitation to bid was posted on Planet Bids. The City's
Clerk and Contract Services Division received six timely responses which were opened on
August 28, 2017. The results of the bids are listed as follows:
Vendor
Location
Bid
AEA Consulting LLC
Beacon, NY
$59,640
AMS Planning and Research Corp
Sacramento, CA
$53,400
Arts Consulting Group
Los Angeles, CA
$67,500
CH Johnson Consulting, Inc.
Chicago, IL
$60,000
RJM Design Group, Inc.
San Juan Capistrano, CA
$58,810
Webb Management Services
New York, NY
$53,300
Bid responses were objectively rated by a committee made up of Arts Commission Vice Chair
John Dow, Arts Commissioner Susan Shapiro, and three City staff members. Responses were
evaluated on the following criteria: technical proposal, references, assigned personnel, cost of
services, and thoroughness of approach. Each rater scored the proposals independently, followed
by the committee meeting as a group to discuss findings.
Based upon evaluation criteria, the committee has identified AEA Consulting LLC as the
recommended vendor which best meets the City's needs. AEA Consulting LLC is recommended
due to their comparable experience and the quality and cost of their proposal. The firm works
internationally with a focus on strategy and planning for the cultural and creative industries.
They are also known for their robust research, analytical insight, and candid, impartial advice
that draws on a deep knowledge of the cultural sector. Finally, one of the members of their
consulting team is Laura Zucker, who recently retired as the Executive Director of the Los
Angeles County Arts Commission, where she served for almost 25 years. Her depth of
knowledge and experience in Southern California will be invaluable in the development of the
study.
PROPOSED SCHEDULE
AEA Consulting LLC is proposing to meet with the City before the end of 2017, to clarify and
agree on project objectives, finalize the schedule, and to collect data and existing documents to
be reviewed. In early 2018, they are proposing to meet with key stakeholders and the
community to deliver a refined version of the vision and case statement. In spring of 2018, AEA
Consulting LLC is proposing analyzing similar programs and facilities and, where appropriate,
utilizing broader trends in tourism, regional demographics, and the arts and cultural market that
could affect demand overall. During the same time period, the consultants propose to research
and analyze potential sites to ensure the best response to the evolving community needs and
demands of the market. In summer of 2018, the consultants will deliver an organizational plan, a
flexible financial model, cost estimations, and architectural parameters that would inform the
design and eventual construction of an outdoor amphitheater.
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ALTERNATIVE ACTION
Other action as determined by the City Council.
FISCAL IMPACT
Adequate funds to support this contract were appropriated by the City Council as part of the
Fiscal Year 2017-18 budget in account 15400-5161.001.
ATTACHMENTS
AEA Consulting Proposal (available in the City Clerk's Reading file)
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CITY OF SANTA CLARITA
REQUEST FOR PROPOSAL SCHEDULE
PROPOSAL # AE -17-18-10
PROPOSALS ARE DUE BEFORE: 11:00 AM, Monday, August 28, 2017
Outdoor Amphitheater Feasibility Study Consultant
Return original of Proposal to:
City of Santa Clarita
Purchasing
23920 Valencia Blvd., Suite 120
Santa Clarita, CA 91355-2196
Prices shall be D.D.P. Destination or for the service rendered.
Proposer shall honor proposal prices for sixty (60) days or for the stated contract period, whichever is
longer.
Proposals must include this Proposal form and be signed by the contractor's authorized representative.
This signature acknowledges the proposer has read and understands the requirements contained on
pages 1 to 21.
The last day for questions will be 10:00 AM, Monday, August 21, 2017. Questions should be submitted
electronically to:
http://wv,tw.planetbids.com/portal/portal.cfm?CompanylD=16840#
The contractor is responsible for the accuracy and completeness of any solicitation form not obtained
directly from the City.
PROPOSER TO READ
I have, read, understood, and agree to the terms and conditions on all pages of this proposal. The undersigned
agrees to furnish the commodity or service stipulated on this pr6posal as stated above.
5 Hannah Lane, Unit 6
Company: AEA Consulting LLC Address: Beacon, New York 12508
Name (Print): Adrian Ellis
Company Phone No.: 845 765 8100
Signature: �,1_ _ ri i
Title of Person Signing Bid: Director
PROPOSAL # AE -17-18-10 2
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Technical Proposal
# AE -17-18-10
28 August 2017
City of Santa Clarita
Purchasing
23920 Valencia Boulevard, Suite 120
Santa Clarita, CA 9 1355-2196
To Whom It May Concern:
AEA Consulting LLC
5 Hannah Lane, Unit 6
Beacon, New York 12508
845,765,8100
On behalf of AEA Consulting and John Sergio Fisher & Associates (JSFA), I am pleased to submit a proposal
to undertake a feasibility study for an outdoor amphitheater in Santa Clarita, JSFA and AEA Consulting have
undertaken many feasibility studies for - and in JSFA's case designed - cultural facilities in the United States
and around the world. We believe we are uniquely positioned to assist the City of Santa Clarita in this
work. AEA's Senior Associate Laura Zucker, who until recently was the executive director of the Los
Angeles County Arts Commission, would also be a prominent team member. JSFA would be a
subcontractor to AEA in this project, and if successful, AEA would contract directly with the City of Santa
Clarita.
We have attempted to put together a proposal and work plan that reflect your stated needs. The proposal
includes a detailed methodology and procedures to gather input from City Council, City leadership, the Arts
Commission, the arts community, and the wider public to identify the strategic focus, location, governance
and operating model, and specification of an amphitheater. It is our hope that it has the potential to make a
significant contribution to the cultural vitality of Santa Clarita, in turn supporting wider goals for economic
and social development.
We are very enthusiastic about the possibility of working with you and stand by to answer any questions
you may have.
Sincerely,
M0
Adrian Ellis
Director
AEA
jsfa
AEA Consulting
City of Santa Clarity
Table of Contents
Proposal for an Outdoor Amphitheater Feasibility Study
IIntroduction ................ ............... ............................... ....................... ............. ...................... ............. I............ 3
2 'Work Proposal...........................................................................................................................................7
3 Statements of Qualifications
.............................................................................................................1 1
4 References...................................................................................................................................................15
5 Assigned Personnel................................................................................................................................16
6 City Resources..........................................................................................................................................22
7 Subcontractor............................................................................................................................................23
PROPOSAL # AE -17-18-10
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City of Santa Clarita
Introduction
Proposal for an Outdoor Amphitheater Feasibility Study
The Arts Master Plan that the City of Santa Clarita commissioned in 2016 underscored an ongoing interest
in an outdoor amphitheater, with a seating capacity of 3,000 to 6,000 seats, that would capitalize on the
nature and open space available in the Santa Clarita Valley, Complementing existing cultural infrastructure
with a state of the art amphitheater would, it was argued, fulfill the City's ambition to host musical and
theatrical performances from both in and outside of the region, The City has now decided to explore the
feasibility of this and is therefore looking for consultants to address the following issues:
■ The character of programming that is best suited to outdoor performance and that would best
serve the strategic cultural and entertainment needs of the city;
■ The anticipated level and nature of potential demand for such programming;
■ The options for the governance and business models — public, private, non-profit, etc.;
■ The income and expenditure implications;
■ The optimal size and design program for the amphitheater,
■ The identification of suitable sites — and how they rank with respect to topography, access,
zoning, etc.; .
■ The capital costs associated with the project ,('hard' and 'soft'); and
■ The main risks and sensitivities associated with the preferred options.
This proposal seeks to outline. how AEA and JSFA would together address these issues in a way that is
informed by an understanding of the City's broader cultural, economic, and social agenda.
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City of Santa Clarita Proposal for an Outdoor Amphitheater Feasibility Study
Company Profiles
AEA Consulting
AEA Consulting works internationally with a focus on strategy and planning for the cultural and creative
industries. AEA is known for its robust research, analytical insight, and candid, impartial advice that draws on
a deep knowledge of the cultural sector. Since 1990, AEA has successfully delivered more than 800
assignments, helping clients around the world plan and realize vital and sustainable cultural projects.
With offices in New York and London, AEA has worked closely over many years with clients contemplating
new or expanded cultural and civic spaces, helping them to gain clarity and consensus on their vision and
goals, and to further understanding on what is required for long-term operational and financial success. We
have extensive experience in assisting clients in developing an analytically well-grounded consensus around
strategic priorities and how to realize them. AEA's processes focus on clearly framing the problem,
developing criteria for decision-making and evaluation, consulting with stakeholders, and developing realistic,
actionable plans.
John Sergio Fisher & Associates
John Sergio Fisher & Associates, Inc. (JSFA), now celebrating 39 years of providing excellent service, is an
architecture, planning/urban design, theatre, and acoustical consulting firm with offices in Los Angeles (20
minutes away from Santa Clarita) and San Francisco.
JSFA specializes in the programming and design of new and renovated arts facilities. JSFA has designed over
300 performing arts venues for drama, music, musicals, dance, opera, orchestra, band, choral concerts,
recitals, and for video — perhaps more than any other architectural practice in the United States. The firm's
mission and design philosophy is based upon an innovative problem -solving approach that examines every
parameter of the project needs, and results in a design synthesis with a high level of visual and technical
quality. What remains constant in all of JSFA's designs is a commitment to produce a superbly functioning,
sustainable (green) and humanistic architecture. The firm has been designing green for 39 years. The design
process, like AEA's strategic planning processes, often includes facilitating the participation of arts user -
groups in creative, problem -solving charrettes. JSFA is one of only three architectural firms in the country
that have in-house theater consulting and acoustical consulting divisions.
JSFA has won numerous design awards including 47 AIA awards, with work published regionally, nationally,
and internationally. JSFA has been recognized for and pride themselves in their design capabilities within the
context of master plan goals, budget, and schedule constraints.
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City of Santa Clarita Proposal for an Outdoor Amphitheater Feasibility Study
Credentials
If selected as your consultants, we would bring to the task:
■ AEA's 26 years of experience delivering sound, successful concept development, strategic,
business, and operational plans for many of the world's leading cultural organizations and their
stakeholders;
JSFA's 39 years of experience providing architecture, planning/urban design, theater, and
acoustical services in Southern California and nationally including designing 17 large and small
amphitheaters;
■ Extensive experience with business planning and capital projects in the music and live
entertainment sectors for clients including Los Angeles County's Ford Amphitheatre,
Hollywood Bowl, Greek Theatre (Los Angeles), Merriweather Post Pavilion (Maryland), Sedona
Cultural Park (Arizona), Barangaroo (Sydney), Pier 17 (Manhattan), Bethel Woods Center for
the Arts, Jazz at Lincoln Center, New York Philharmonic, Carnegie Hall, and many more; and
■ A deep knowledge of the Southern California cultural ecology brought to our team by Laura
Zucker, former Executive Director of the LA County Arts Commission; and by John Sergio
Fisher & Associates, with whom we have teamed up for this project. Together, they bring a
deep knowledge of the area, extensive experience in theater and amphitheater design and
operation, and a complementary approach rooted in analysis and consultation.
Our Approach to Feasibility Studies
AEA and JSFA have had the privilege of working for over a quarter of a century on the 'early stage' feasibility
of a wide range of cultural facilities — museums, performing arts complexes, concert halls, and open air
performance spaces. We have also had the opportunity, through long-term relationships with clients, to see
how plans are realized in practice and how that trajectory might have been improved by a different initial
approach to feasibility — for example by understanding the operating consequences implicit in certain design
configurations or sizes of spaces. Success, in projects like these, is multidimensional and can take some time
to establish. In the short term, the project manager's concerns with budget, timetable, and conformity with
the program loom large; in the longer term, the place of the building in the affections of the community, the
viability of the business plan, and the adaptability to changing uses can matter just as much.
Our approach to establishing the feasibility of projects is to seek to understand the strategic ambitions that
the building is expected to fulfill — these may be symbolic (e.g. city branding); creating amenity value for a
community; completing some element in the cultural ecology; generating tourist traffic and income; or some
combination of these. From our understanding of the informing intentions, we move to the programmatic
ambitions — what are the programs that will best realize the vision — and the types of events and the sorts
of experiences that will best serve that vision. We explore these through discussion and consultation with
stakeholders and through benchmarking — drawing on the experience of others who have taken a similar
journey.
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City of Santa Clarita
Proposal for an Outdoor Amphitheater Feasibility Study
Once we understand mission, vision, and programmatic ambition, we can then tum to the practical
implications:
■ The operating model — market analysis; assumptions about the balance between production
and presenting; assumptions about the availability of product; income and expenditure
projections;
■ Organizational design — the options for the operating vehicle's governance and management;
■ The design program — areas, massing, adjacencies, and site suitability;
■ An estimate of capital costs — hard and soft — and strategies for meeting them; and
■ Risk analysis — the principle risks associated with proceeding and what mitigating strategies are
available.
This is an iterative process. A project is only 'feasible' when there is a coherent and achievable relationship
between aspirations and resources,
The client's active engagement in this process is important, to ensure that options are scoped realistically
and aligned with the practicalities and realities of the client's situation, Critical issues that often have a
profound impact on feasibility include:
■ The potential availability of capital funding from public and private sources and the associated
terms on which they might be available;
■ Site availability;
■ Availability of ongoing revenue support;
■ The character and scale of local demand;
■ The client's appetite for financial and artistic risk (especially if it is considering producing as
opposed to presenting);
■ Disposition toward private sector partnerships; and
■ Assessment of successfully completing an Environmental Impact Report and having it approved.
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City of Santa Clarita
2 Work Proposal
Proposal for an Outdoor Amphitheater Feasibility Study
AEA and JSFA propose to work with the leadership of the City of Santa Clarita to undertake a Feasibility
Study for the new Outdoor Amphitheater. Working iteratively with the project team, we will help to ensure
that the new facility is designed and scaled appropriately based on a sensitive understanding of the City's
vision sketched out in the 2016 Arts Master Plan, proposed programming for the venue, the environment in
which it would operate, external demand, project feasibility, and long-term sustainability. We would suggest
working with a Project Steering Group with appointees to be determined by the Mayor and City Manager
(see more details under section 6 — City Resources).
Our approach and methodology are rigorous, pragmatic, and customized to the project, While we would
expect to review and refine the work plan with you upon commissioning, our broad approach is outlined
below.
■ Commissioning Briefing — Our team would meet with the client (in person or'via teleconference) to
clarify and agree on the project objectives, schedule, and anticipated outcomes, collect any data and
existing documentation to be reviewed, and discuss the overall vision for the Outdoor Amphitheater
with the project team.
■ Materials Review & Consultation — We would review all pertinent materials, including the concept
documents generated so far and any previous physical studies on the sites currently under
consideration. We would provide a suggested list of materials for review, including for example Santa
Clarita's live events programming history, attendance and audience data, fundraising statistics in the area,
and relevant demand studies. This would help inform projections for the considered locations and the
financial model (see below). During this phase, we would also interview key representatives of the City
Council, Arts Commission, City staff, and community stakeholders to learn about the current cultural
programming and the. vision for the new Outdoor Amphitheater (typically between 6-8 interviews).
■ Community Concept Workshop — A half-day facilitated workshop with key stakeholders including
members of the public to explore aspects of the vision for the planned facility that require tightening
and to identify criteria for the success of that vision. This would involve:
Setting the main components of a programming structure for the Outdoor Amphitheater such
as the City's current outdoor events, including Concerts in the Park, Santa Clarita Marathon,
Cowboy Festival, the Thursdays@Newhall event series, Amgen Tour of California, and the
Fourth of July celebration; and
■ Establishing key criteria for a potential venue (availability, capacity, required technical and
exterior appearance characteristics, retail and catering amenities, and location characteristics —
e.g. area required, topography, access, and transport).
Deliverable I: Refined Concept — We would deliver a refined version of the Outdoor Amphitheater's
vision and case statement — the mission; vision, and rationale for the new facility — along with the '
program framework and an iterative program calendar.
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City of Santa Clarita
Proposal for an Outdoor Amphitheater Feasibility Study
■ External Demand Study — We would assess external demand for the Amphitheater program
offered by the new location in Santa Clarita. The research would include:
■ Benchmarking — analysis of similar programs (e.g. number and type of events, typical calendar,
presenting/producing arrangements, ticket categories); and facilities (e.g. audience capacities,
site plans, occupancy costs) in Southern California (e.g. Grand Performances, Greek Theatre,
Pacific Amphitheater in Costa Mesa, Santa Barbara Bowl, Starlight Bowl in Burbank, Santa
Monica Pier, and LA County Arboretum — home of the Pasadena Pops) and, where
appropriate, nationally (e.g. Ascend Amphitheater, Ford Amphitheater at Coney Island
Boardwalk, Red Rocks Amphitheater, Bethel Woods Center for the Arts). In addition, we
would provide a summary of programming at smaller outdoor venues in LA such as the John
Anson Ford Amphitheater, East LA Civic Center, and Skirball Cultural Center, as they could
provide interesting context.
■ Market Analysis — We would also indicate, as appropriate, broader trends in tourism, regional
demographics, and the arts and cultural market that could affect demand overall. Data sources
would include: APAP, California Presenters Alliance, city-dato.com, DatoArts, LA Stage Alliance, LA
Tourism, Los Angeles County Arts Commission, LA Open Data, sontoclaritoorts.com and IRS 990s.
■ Site Evaluation — We would research and analyze around four to five potential sites to ensure a site
selection that best responds to the evolving community needs and demands of the market. As part
of the site evaluation, we would address pros and cons of the types of location (central urban,
semi -urban, and greenfield sites); integration and contribution to the local community; visual impact
and suitability of orientation; site ownership; site area, topography, geology, and previous land use;
planning and zoning restrictions; site accessibility; connections to public utilities; and surrounding
amenities. Our in-house acoustician and theater consultant would evaluate noise and light pollution
mitigation options to minimize disruption to the local community. We would then evaluate each
variable against the criteria established during the Community Concept Workshop by weighting and
scoring them in a semi -quantitative multi -criteria evaluation framework through which a preferred
site should emerge.
■ Partner Research — We would undertake an analysis of the local music and live events market to
identify key potential partners for the Amphitheater to collaborate on programming, education,
outreach, and marketing initiatives. As required, we could assist in identifying co -production or
funding partners.
Deliverable II: Market Assessment — we would summarize the key findings of the demand and local
market assessment in a report describing the local markets, potential sites evaluation (and their ranking),
and partners for the Amphitheater.
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Proposal for an Outdoor Amphitheater Feasibility Study
Organizational Development Plan — we would develop an organizational plan to include the
required organizational structure to launch and run the Amphitheater in a new location. As staffing
costs typically comprise a large portion of operating costs, AEA would pay special attention to
developing a preliminary staffing plan that would indicate the optimal organizational structure and
staffing levels required to deliver the Outdoor Amphitheater in a new location, and make
assumptions on salaries and wages for each employee.
Pro -forma Operating Budget — Based on our understanding of the programming strategy and
operating policies, we would then develop a flexible financial model that would project detailed
income and expenditure for a five-year timeframe, encompassing Year I through Year 5. The
financial model would list assumptions and generate outputs regarding earned income (ticketing,
food and beverage, rentals, sponsorship) and operating expenses (such as salaries and benefits,
programming and production costs such as,costumes and sets, rental and facilities costs,
administration and storage, marketing and development, grounds maintenance, etc.) for both the
launch year and the following operating years.
Capital Cost — Our cost estimator, O'Connor, would provide accurate hard and soft capital cost
estimates to the City by adhering to strict principles of precise measurement, accurate quantity
take -off, and thoroughly researched prices. Soft costs encompass costs associated with planning,
capital campaign expenses, project financing costs, property acquisition and construction, design,
construction project management, and additional costs (e.g. equipment). The Outdoor
Amphitheaters hard costs (i.e. construction budget) is likely to comprise excavation, reinforced
concrete, stands, seating and stage (including roof structures), floodlights, mechanical & electrical
installations, and finishing. In providing cost estimates, O'Connor would focus on three important
management tasks: mitigating risk, tracking local market conditions, and maintaining frequent client
interaction.
■ Design Program — The purpose of the Design Program is to create a set of architectural parameters
that would inform the design and eventual construction of the new Outdoor Amphitheater. It
determines the size and capacity of the facility (including optimal seating configuration and sightlines;
as well as placement of vomitories and gangways); type and scale of other artistic facilities such as
green and dressing rooms; spectator facilities and amenities (e.g. ticket booths, food & beverage
concessions, and toilets); size of various commercial areas; and various support spaces (e.g.
operations and maintenance facilities, storage areas, loading bays, technical installations, security, and
emergency services). It also covers aspects such as access/egress and car parking facilities — both
public and for VIPs.
a Funding Requirements & Recommendations — Based on the income & expenditure projections and
estimates of the capital costs, we would estimate the need for upfront investment and ongoing
contributed income requirements and suggest -strategies for raising the required funding to launch
and operate the Outdoor Amphitheater at the preferred site.
■ Risk Analysis and Mitigation — We would analyze the potential risks for the launch of the facility in a
new location and lay out mitigation strategies.
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City of Santa Clarita Proposal for an Outdoor Amphitheater Feasibility Study
Deliverable: Feasibility Study — We would draft the final Feasibility Study, which could be presented
and discussed at an in-person workshop in Santa Clarita with the Project Steering Group, as
appropriate.
Workplan
We are available to begin work on November I and expect the project.to unfold over seven months.
The exact timing around deliverables and meetings would be discussed and confirmed at
commissioning, with presentation and deliverable dates adjusted to conform to your existing schedule
of meetings and any other inflection points in your calendar.
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City of Santa Clarita Proposal for an Outdoor Amphitheater Feasibility Study
3 Statements of Qualifications
John Anson Ford Amphitheatre (Los Angeles County)
Program Development, Management, Re -Construction
(1992-2016)
As executive director of the LA County Arts Commission,
Laura Zucker was hired in 1992 to revitalize the John Anson
Ford Amphitheatre. Originally built in 1929, the outdoor
amphitheater, which is located in a 32 -acre county regional
park, had fallen into severe disrepair and was seldom used.
After analyzing the needs of the arts community in Los Angeles, Laura developed the signature partnership
program, which provided centralized services and a technical assistance program for Los Angeles arts
organizations, which allowed them to grow into producing in the 1,200 seat venue, as well as touring
nationally and internationally. From an initial season of 12 performances, the Ford now hosts over 100
events each summer season. In addition to the partnership program, the facility is actively rented, both
commercially through major promoters and to community-based organizations, presents both family
programs and interactive participatory JAM sessions (some of which have moved offsite, such as the
Newhall series produced in collaboration with the City of Santa Clarita), and acts as a traditional presenter.
After implementing more than $6 million in improvements utilizing Prop A funds during the 90s, Laura
oversaw the bidding process for a master plan for the facility. Working with acclaimed architect Brenda
Levin, who specializes in historic facilities (Griffith Observatory, Los Angeles City Hall), and with significant
community input, Laura oversaw the completion of the master plan, approval of the EIR, and subsequent
completion of $70 million in work to reinvent the historic facility, bringing it to modern performance
standards. Laura developed a stable financial model for the operations of the facility with two-thirds of
needed revenue provided by earned sources and contributed revenue. She created a support nonprofit
with its own board of directors to support the venue and created an endowment for its long-term stability.
Bethel Woods Center for the Arts (Bethel Woods, NY)
New Facility Feasibility Study, Audience Analysis (2016)
Situated on the site of the historic 1969 Woodstock Music &
Art Fair, Bethel Woods serves thousands of visitors annually
through innovative performing arts events, educational
programs, and an award-winning museum focused on the 60s.
To continue the organization's growth, Bethel Woods was
considering a new facility on its campus to house its growing
education programs and to potentially provide housing for
artists and scholars -in -residence. Previously, Bethel Woods
enlisted the help of AEA Consulting to perform a comprehensive demographic and attitudinal analysis of its
audiences, which included an online survey sent to 80,000 individuals living within 90 miles of the Center.
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City of Santa Clarita Proposal for an Outdoor Amphitheater Feasibility Study
Barangaroo Delivery Authority (Sydney, Australia)
Cultural Plan (2013), Concept Development (2014), and Proposal Assessment Advisor (2016)
In 2013, AEA delivered a cultural strategy for Barangaroo, an AUD$6 billion mixed-use development of a
former container shipping port on the western edge of Sydney harbor. AEA worked with a Steering Group
appointed by the Authority, to develop and recommend options for cultural facilities and programs to
enhance Sydney's standing as a global city and make a meaningful contribution to the Sydney community.
The process involved intensive consultation with over 120 local stakeholders and global experts; research
on the history of Sydney and its cultural marketplace; case studies on global cultural developments;
recommending management frameworks and potential partners; economic modelling; developing potential
programming strategies; and delivering recommendations to the Steering Group. AEA was retained again in
2014 to develop the concept for a new national center of Indigenous arts and culture.
Merriweather Post Pavilion
Business Planning (2014)
AEA worked with The Howard Hughes Corporation to
evaluate and identify appropriate operators for the
legendary venue, a 19,000 capacity outdoor amphitheater
in Columbia, MD, between Washington, DC, and Baltimore.
As a part of the process. AEA worked to understand the
current status of the venue and HHC's ambitions for the
surrounding development, performed market research on entertainment and performing arts options in the
Washington / Baltimore metro area, discussed potential contract structures, and developed a financial pro
forma for the ongoing operation of the venue. AEA then, with HHC, drafted an RFP that was distributed to
potential operators, hosted site visits, and evaluated responses to the RFP in order to select the appropriate
operator. As a result of the process., N.P. Productions was selected to continue as the venue's operator.
PROPOSAL # AE -17-18-10
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August 28, 2017
12
City of Santa Clarita Proposal for an Outdoor Amphitheater Feasibility Study
Taman Tugu (Kuala Lumpur, Malaysia)
Business and Operating Plan (2016)
Khazanah Nasional Berhad (Malaysia's sovereign wealth
fund) is building Taman Tugu — a 66 -acre recreational
urban forest park in Kuala Lumpur. AEA interrogated and
further developed a business and operating plan for the
park. The exercise was prompted by Khazanah's ambition
to ensure that the park would be financially self-sustaining
— that is, not requiring ongoing public or contributed
funding — while fulfilling the fund's corporate social
responsibility objectives. AEA's approach to financial planning therefore required finding a balance between
commercially -generated revenue and mission -driven programming. AEA developed detailed revenue and
expense projections informed by local, market research; benchmarked parks with similar content and of
comparable scale; and conducted primary research in the form of an on-site intercept survey.
lodha Group / Palava Centre for Arts and Culture
(Mumbai, India)
Concept Development and Market Analysis (2014-2015)
The Lodha Group is developing Palava — an ambitious
new city in the Mumbai Metropolitan Region and the
largest planned development in India, unique in its
aspirations to be a fully articulated planned city from a
green field site. Palava aspires to be recognized as one of
India's most liveable cities by 2020, and among the 50
most liveable places in the world by 2025. Comprising
residential and commercial property, a university, schools, sports, entertainment, and cultural infrastructure,
the strategy for development emphasizes connectivity, security, sustainability, and technology. One of the
centerpieces of the new city is the Palava Centre for Arts and Culture (PCAC), the core components of
which include multiple performance spaces, an outdoor amphitheater, a library, and a children's museum,
together with ancillary support- spaces.
AEA Consulting was retained in October 2014 to assist with the development plans for the PCAC
according to three scopes of work: to analyze the architectural program — the type, scale, siting, and
configuration of the cultural facilities components — in order to establish whether it serves the strategic
objectives of Palava and responds to the Mumbai marketplace; to provide a preliminary, high-level
assessment of the operating costs of the planned facilities, based on benchmarks calibrated for the Mumbai
marketplace; and to make recommendations on the strategic marketing and positioning of the PCAC to
ensure it creates "buzz" and interest among the right stakeholders and target markets, especially in the early
years of operation when it is most critical.
PROPOSAL # AE -17-18-10
I jsfa
August 28, 2017
13
City of Santa Clarita
Proposal. for an Outdoor Amphitheater Feasibility Study
Las Positas College Center for the Arts (Livermore, CA)
Architectural Master Plan (2012)
As the Architect, Theater Consultant, and Acoustician
for this 55,000 sq. ft, Performing Arts Center, JSFA
created a 500 seat proscenium theater with tension
grid, a '150 seat black box theater, a 1,500 seat
amphitheater, and an art gallery. The center contains all
support spaces, rehearsal halls, and classrooms for the
Theater Arts, Music and Speech programs., along with
two parking lots. This LEED Silver Certificate project,
which was financed through a referendum bond, was completed in 2010. Awards: 2012 AIA -SFV Design
Excellence Award 2011; American School & University Outstanding Design Award
San Dieguito Academy Performing Arts Center (Encinitas,
CA)
Architect / Theater Consultant / Acoustician (2011)
JSFA were the Architects, Theater Consultant, and
Acoustician for this competition -winning design. of a
music practice venue and a 200 seat black box theater.
The theater contains a new flexible seating platform
system which allows for a great number of staging
modes but which easily and quickly disappears into a
flat floor at minimal expense. The theater has large sliding doors which open out to a natural grass 500
person amphitheater and stage. The center was completed July 1, 2011, Awards: 2013 AIA -SFV Citation
Award; 2012 American School & University Outstanding Design Award
Barstow College Performance Facility
(Barstow, CA)
Architect / Theatre Consultant / Acoustician (2011)
JSFA served as associated design Architect, Theater
Consultant, and Acoustician for a 44,000 sq. ft.
performing arts center which contains a 750 seat
proscenium theater for music and drama, a 212 black
box theater, and a 300 seat amphitheater with support
spaces, a dance studio, and orchestra and choral
rehearsal rooms, with a recording studio in between. A roll drop scrim separates to 250 seats in the lower
section. This project will earn a LEED Silver Certificate.
PROPOSAL # AE -17-18-10
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_ 14
City of Santa Clarita Proposal for an Outdoor Amphitheater Feasibility Study
4 References
John Anson Ford Amphitheatre Las Posiltas College Center for the Arts
Brenda Levin
Bob Kratochvil
Principal
Former VP of Administration Services
Levin and Associates, Architects
Las Positas College Center for the Arts
700 South Flower Street, Suite 650
3000 Campus Hill Drive
Los Angeles, CA 90017
Livermore CA 94551-7623
blevin@levinarch,com
bkratochvil@losmedanos,edu
213,623,8141
925.473.7301
Merriweather Post Pavilion
San Dieguito Academy Performing Arts Center
John DeWolf
John Addleman
Senior Vice President
Director of Planning Services
The Howard Hughes Corporation
San Dieguito Union High School District
199 Water St
684 Requeza Street
New York, NY 10038
Encinitas, CA 92024
john.dewolf@howardhughes.com
john.addleman@sduhsd.net
212.732,8257
760.753.6491 ext.5532
Bethel Woods Center for the Arts Barstow CoNege Performance.Facility
Darlene Fedun Pat Fogarty
Chief Executive Officer AOR
Bethel Woods Center for the Arts AP Architects
PO Box 222, One Cablevision Center 3434 Truxtun Avenue, Suite 240
Liberty, NY 12754 Bakersfield, CA 93301
dfedun@bethelwoodscenter.org pfogarty@aparch itects, net
845.295.2739 661.327.1690
PROPOSAL # AE -17-18-10
•■ jsfa August 28, 2017
15
City of Santa Clarita Proposal for an Outdoor Amphitheater Feasibility Study
5 Assigned Personnel
AEA Team
The team will comprise of Laura Zucker, Senior Associate; Daniel Payne, Senior Consultant; and Jake
Hiebert, Research Analyst. In addition, AEA Director Adrian Ellis will provide pro bono strategic mentoring
and oversight. Laura will serve as Project Director, conducting key consultations and overseeing the creation
of all deliverables. Daniel, will be the project manager and primary point person throughout the process. He
will prepare for and attend all meetings, and take the lead in drafting the deliverables. Jake will cant' out
project -related research, data analysis, and writing. As required, the team will be supported in efforts
regarding project -related research, analysis, and administration by twelve full-time AEA staff. All project team
members will participate in biweekly or monthly check-in conference calls.
Adrian Ellis
Director, New York
Adrian's wori< spans the fields of cultural strategy, policy, and economics. He
founded AEA in 1990, and the Global Cultural Districts Network in 2013.
In addition to consulting globally with clients across the cultural, public, and
business sectors, Adrian lectures and writes widely, and he has been featured in
numerous distinguished forums including The International New York Times Art
for Tomorrow Conference; The Independent, The New Statesman, London Essays, The Art Newspaper,
Fortune, The Salzburg Seminar, Blouin Creative Leadership Summit, Demos, the Lord Mayor of Sydney's
Annual Design Excellence Forum, the J. Paul Getty Trust, The Clark Art Seminar, the Canadian Arts Summit,
New Cities Summit, REMIX Summit, and annual conferences of the American Institute of Architects,
Intemational Society for the Performing Arts, and many others.
Adrian is a board member of Poets House in New York, and a past board member of the Getty Leadership
Institute, the Association of Performing Arts Presenters, The Kaufman Center and Pathe Pictures. Adrian is a
past member of the Goveming Council of the National Museums and Galleries of Wales, and the Royal
Institute of British Architects' Architecture Centre Committee. He has been a Scholar in Residence at
Columbia University and has taught arts administration for Boston University, New York University, National
Arts Strategies, and the Clore Fellowes Programme.
A lifelong jazz fanatic, Adrian served as Executive Director of jazz at Lincoln Center from 2007 to 2011.
Prior to founding AEA, he served as Executive Director of The Conran Foundation in London, where he
planned and managed the creation of the Design Museum. He began his career as a civil servant in the UK
Treasury _and the Cabin -et Office, where he worked on__s_ervic_e-wide effciency_reviews- and _pri.vatisation,_and
ran the office of the Economic Secretary to the Treasury. Adrian received his B.A. (first class) and M.A.
degrees at University College, Oxford, where he served as a College Lecturer in Politics; and completed
additional graduate work at London School of Economics.
PROPOSAL # AE -17-18-10
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August 28, 2017
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City of Santa Clarita Proposal for an Outdoor Amphitheater Feasibility Study
Laura Zucker
Senior Associate, Los Angeles
Lama Zucker recently stepped down after 25 years as executive director of the
Los Angeles County Arts Commission, which provides cultural services for the
largest county in the US. For more than two decades she led the revitalization of
the 1,200 seat Ford Amphitheatre, which included the development of a master
plan and completion of $70 million in renovations. The Arts Commission funds
more than 400 arts organizations, implements the regional initiative dedicated to
restoring arts education to 81 public school districts, funds the largest paid arts
internship program for undergraduates in the country, and manages the county's
civic art policy. She was also the executive producer of the Emmy® Award
winning Holiday Celebration,
Laura is currently a senior fellow in the Masters in Arts Management program at Claremont Graduate
University where she teaches a master class in cross sector work in the arts, She directed the Arts
Management program from 2008-2014.
In 2017, Laura completed a strategic plan for Cultural Equity and Inclusion that resulted in actionable
recommendations, five of which are being implemented now: https://www.lacountyarts.org/ceii-report. In
2013, Laura spearheaded the addition of Los Angeles County to the global initiative, the World Cities
Culture Report and Forum, a report that features 23 major world urban centers and contains a wealth of
information and data on arts and culture never collected in one place before.
Her leadership helped shape the regional cultural calendar on ExperienceLA.com, which is now part of
DiscoverLA.com managed by the Los Angeles Convention and Tourism Board. Laura headed the California
Cultural Tourism Initiative, which marketed the arts of California's three urban regions domestically and
internationally, She is the author of a regional study of individual artists as part of the California Arts
Council's economic impact study on the arts.
Prior to the Arts Commission, she was executive director of the Ventura Arts Council and producing
director of the Back Alley Theatre for ten years. During that time she served as Chair of the Associated
Theatres of Los Angeles and was on the board of ARTS Inc. She consulted with the National Endowment
for the Arts and many regional theatres, developing operational plans for the Lobero Theatre in Santa
Barbara and Keck Theatre at Occidental College, among others.
Laura serves on the boards of Grantmakers in the Arts, and the Trusteeship, the Southern California
Chapter of the International Women's Forum. She is also a member of the LA Coalition for Jobs and the
Economy. She is a past board member of the Association of Arts Administration Educators and was a
founding member -of the board of Arts for -LA:.- She received -a "B-A:""from Barnard- College and attended -the
Yale School of Drama.
PROPOSAL # AE -17-18-10
jsfa
August 28, 2017
17
City of Santa Clarita
Daniel Payne
Senior Consultant, New York
Proposal for an Outdoor Amphitheater Feasibility Study
Daniel -has a background that merges architecture, design, and business. Since
joining AEA, Daniel has applied his skills to strategic and business planning for
more than 70 AEA clients, including:
■ Developing financial models and business plans for the Stavros Niarchos
Foundation Cultural Center in Athens, the Huntington Theatre Company in
Boston, and The Shed in New York;
■ Space planning and capital project feasibility work for Haus der Kunst in Munich, the Powerhouse
Workshop in Brooklyn, and CERN in Geneva;
■ Facilitating strategic planning processes for the Perez Art Museum Miami, Dallas Museum of Art, and
Banff Centre for Arts and Creativity;
a Creating cultural plans for Downtown Brooklyn and Barangaroo in Sydney; and
■ Developing new programming and facility concepts for arts organizations such as the Museum of Pop
Culture and property developers such as The Howard Hughes Corporation (Pier 17 in New York) and
Lai Sun Group (Henggin, China).
Prior to joining AEA, Daniel worked on exhibitions and installations that appeared in the Center for
Architecture, New York Fashion Week, PS 1, Storm King Art Center, and the galleries at Columbia
University; he was also a part of the New City Reader project at the New Museum, producing a weekly
newspaper that focused on changes in urban life. Daniel previously also worked in Citigroup's investment
bank, where he advised financial sponsors and their portfolio companies on capital markets and strategic
transactions, including the $4 billion buyout and subsequent $1 billion IPO of PanAmSat and the $1 billion
recapitalization of Associated Materials.
Daniel graduated with a Master of Architecture from Columbia University and a Bachelor of Business
Administration from the Business Honors Program at The University of Texas at Austin.
Jake F. Hiebert
Research Analyst, -New York
Jake graduated in 2016 from the University of Texas at Austin, where he
received his B.A. in Plan II Honors (an intensive liberal arts curriculum) and
certificate in Creative Writing. Since 2014, Jake has written, recorded, played
drums, toured, and managed his alternative rock band TOMA, performing at
Austin's SXSW Festival -and around the country..Jake_is experienced in
performing arts production and promotion, having previously worked at Bowery
Presents in NYC, Transmission Productions in Austin, and Big Yah Productions, a boutique events
management outfit he founded in 2014. Jake has traveled extensively internationally, including serving as a
U.S. State Department Student Ambassador to China. He speaks Mandarin, Spanish and Portuguese.
PROPOSAL # AE -17-18-10
jsfa
August 28, 2017
18
City of Santa Clarita Proposal for an Outdoor Amphitheater Feasibility Study
JSFA Team
The JSFA Team will comprise John Fisher, Principal; Joaquin Varela, Theatre Consultant; Fay Liu, Acoustician;
and Rob Muir, Regional Estimating Manager,
John Fisher, AIA
Principal
John Sergio Fisher AIA is a registered architect in the states of California, Alaska,
Arizona, Georgia, Illinois, Nevada, New York, Pennsylvania, Ohio, Texas, and
West Virginia, and is NCARB certified, He received his Bachelor and Master of
Architecture degrees from Camegie Mellon University (his master's thesis was
on acoustical design for theaters and concert halls) and was a Fulbright scholar in
Finland, He was a design instructor at Camegie Mellon for two years,
John joined the faculty of the Department of Architecture at the University of California Berkeley where he
was chairman of the Environmental Control Systems Study Area and has been practicing in California since
that time, with a four-year hiatus as Dean of the School of Architecture at Syracuse University. Upon his
return to California, he opened this present practice.
He has perrected a technique for facilitating arts groups in participatory, group creative problem solving
sessions which achieve consensus on programming and design issues. He has written articles on theater and
has lectured nationally and internationally on architectural design, performance spaces, and green buildings,
He has a long history of personal and professional involvement with performance. He played the violin, was
an actor, and flew scenery before starting his architectural studies.
John has served on the Board of Trustees of the Los Angeles Actors' Theatre/Los Angeles Theatre Center
for twelve years, the Board of Directors of the Back Alley Theatre for three years, and is in his 20th year on
the Board of Directors of the Robey Theater Company. He is a member of the AIA National Committee
on Design, the National Trust for Historic Preservation and the League of Historic American Theatres. He is
an associate member of the Acoustical Society of America and also a member of the United States Institute
for Theatre Technology. While at Syracuse University, he supervised the HUD research grant on Making
Buildings and Facilities Accessible and Usable by Physically Disabled People (ANSI -A 1 17.1) which formed
the basis for the ADA regulations.
PROPOSAL # AE -17-18-10
•August 28, 2017
jsfa 19
City of Santa Clarita Proposal for an Outdoor Amphitheater Feasibility Study
Joaquin Varela, USITT
Theatre Consultant
Joaquin is a registered architect in Mexico and received his Bachelor's degree of
Architecture from the School of Architecture of the Institute of Technology and
Superior Studies of Monterrey in Mexico in 2004, and his Master of Science in
Sustainable Design in 2006. He also completed postgraduate studies in building
controls and energy sustainable technologies from La Salle University in
Barcelona, Spain.
Joaquin has 13 yearswork experience focusing on theater design and building
restoration, for projects such as the restoration of the 19th Century Degollado Theatre and the City
Theatre in Guadalajara Mexico.
In his 10 years with JSFA, his excellent design abilities have graduated him from being the in-house theater
consultant to the firm's Lead Designer for theaters, often in collaboration with John Fisher.
His projects include working as a theater designer for UCLA Schoenberg Hall; for the Grand Theatre in
Reno, NV; the Discovery Science Center Expansion in Santa Ana, CA; Deluxe Court Theatre in Houston,
TX; AGBU School, Manoukian Arts Center in Pasadena, CA; Corpartes Performing Arts Center in Santiago,
Chile; Times Square Theatre/Broadway 4D Theater in New York and the Orange County School for the
Arts Dance, Music and Science Center. He was the theater designer for the Agoura High School
Performing Arts Center in Agoura and Calabasas High School Performing Arts Center in Calabasas. He was
also the theater designer for the just completed Duquesne University Black Box Theatre in Pittsburgh, PA.
He is currently working on the Indian Springs High School Performing Arts Center in San Bernardino, the
Antelope Performing Arts Center outside of Sacramento, and the City of Yucaipa Performing Arts Center.
He is also currently in the design process with 800 seat, 1,500 seat, 3,000 and 8,000 seat theaters for
mainland China.
Fay Liu, ASA
Acoustician
Fay Liu received her Bachelor of Architecture degree from North China
University of Technology in July 1995. She immediately went to work for CEEDI,
the 5th largest Design firm in China where she stayed for 5 Y2 years rising from
architect intern to project architect to project manager and finished the CA for
the 10th largest project in China in 1999. She then worked for the China
Ministry of Construction Planning Institute as an architect and manager. She
continued.that role at China -Union Design Co., Ltd (A -Class) later.
In her 19 years of experience, she has excelled in design, documentation, project management, construction
administration, and managing other architects. She worked on two educational projects completed 12 years
ago, the Northsea University in Guangxi Province and the design for He -Huang No. I High School.
PROPOSAL # AE -17-18-10
•■ 'sf a August 28, 2017
J 20
City of Santa Clarita
Proposal for an Outdoor Amphitheater Feasibility Study
For the last 13 years since she joined JSFA, she has served or is serving in the capacity of acoustician under
the supervision of John Fisher for the Point Park University Dance Studios, the Fairmont University
Performing Arts Center, the San Dieguito Academy Performing Arts Center, the Laguna Playhouse, the
Orange County School for the Arts, Santa Barbara City College Drama -Music Building, Las Positas College
Center for the Arts, the Calabasas and Agoura High School Performing Arts Centers, and the Shanghai
Disneyland Walt Disney Theatre.
She is currently the acoustician for Indian Springs Performing Arts Center, the city of Yucaipa Performing
Arts Center, five theaters for Valley College and four theatres in China.
Rob Muir, RQS, CPE, MAIB
Regional Estimating Manager (O'Connor Construction Management, Inc.)
Rob Muir has nearly 25 years of experience in the construction industry as a
construction project manager, contract administrator, quantity surveyor, cost
estimator, and cost planner. As the Estimating Manager, Rob has developed the
guidelines and leadership to build a strong estimating team for all of his projects.
He is knowledgeable in all aspects of the estimating and cost control process,
including detailed take -off, structuring & formatting engineers estimates, building
up unit prices, obtaining price quotes, and coordinating and incorporating
estimates from all disciplines. Rob's performing arts project experience includes Las Positas College: Center
for the Arts, Balboa Performing Arts Theater, Livingston Court Theater, Ingomar Theater, Orpheum
Theater and many others. Rob obtained a Diploma in Quantity Surveying and a B,S, Building (Construction
Management) from Deakin University.
PROPOSAL # AE -17-18-10
jsfa
August 28, 2017
21
City of Santa Clarita
6 City Resources
Proposal for an Outdoor Amphitheater Feasibility Study
AEA and JSFA would suggest working to a Project Steering Group with appointees to be determined by
the mayor and city manager, We anticipate that the group would consist of representatives of each of the
groups identified on page one of the Arts Master Plan: City Council, Arts Commission, City staff, and
community stakeholders, with one person serving as a key contact for our team that would participate in
monthly check-in calls with our team. In addition, we foresee that the City would share with us any pre-
existent data currently not in the public domain relevant to this feasibility work; and provide feedback on
draft deliverables outlined above: Refined Concept, Local Market Assessment and Final Feasibility Study.
This is an iterative process. The client's active engagement in this process is important, to ensure that
options are scoped realistically, and aligned with the practicalities and realities of the client's situation.
PROPOSAL # AE -17-18-10
�' s f a August 28, 2017
J 22
City of Santa Clarita
7 Subcontractor
Proposal for an Outdoor Amphitheater Feasibility Study
John Sergio Fisher & Associates, Inc. would be a subcontractor to AEA Consulting LLC in the Outdoor
Amphitheater Feasibility Study project commissioned by City of Santa Clarita. JSFA will be responsible for
the following tasks outlined in the Workplan table on p. 10:
■ • Site Evaluation (with input from AEA)
■ Capital Cost
■ Design Program
■ Review of deliverables l,'2, and 3, as required
PROPOSAL # AE -17-18-10
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August 28, 2017
23
Cost Proposal
# AE -17-18-10
28 August 2017
City of Santa Clarita
Purchasing
23920 Valencia Boulevard, Suite 120
Santa Clarita, CA 91355-2196
To Whom It May Concern:
AEA Consulting LLC
5 Hannah Lane, Unit 6
Beacon, New York 12508
845 765 8100
In addition to the Technical Proposal, on behalf of AEA Consulting and John Sergio Fisher & Associates, I am
pleased to submit this Cost_ Proposal for, a,Feasibility Study for an. Outdoor Amphitheater in Santa Clarita.
P The proposal is broken down as follows:
I . Labor Costs
2. Supplies and/or Equipment Costs
3. Subcontractor Costs
4. Travel Costs
5. Miscellaneous Costs
Total project cost and reimbursable travel expenses are indicated at the end of the proposal.
Sincerely,
Adrian Ellis
Director
Jsfa
AEA Consulting
City of Santa Clarita
1. Labor Costs (AEA Consulting)
Commissioning Briefing
Materials Review & Consultation
Co_m_munity Concept Works hop
ce
Deliverable 1: Wned Conpt
External Demand Study
Site Evaluation
Partner Research
Deliverable 2: Local Market Assessment
Organizational Development Plan
Pro -forma Operating Budget
Capital Cost
Design Program _
Funding Requirements & Recommendations
Risk Analysis and Mitigation
Deliverable 3: Feasibility Study
Proposal for an Outdoor Amphitheater Feasibility Study
Adrian
Laura
Daniel
Jake
Ellis
Zucker
Payne
Hiebert
Admin
Senior
Senior
Research
Di
Associate ! Consultant
Anof t I
Admin
AEA total
3..D
4;00
4.00
2 nn
16.00
2.001
_12.00
12.00!_
_
30.00
12.00.
12.00,
! 4.00
2.00
30.00
2.00
4.00'
4.001
8.00
2 00
20.00
2.001
4,001
4.001.
20.00
30.00.
2.00
4.001
12,0d
_
18.00
4_00_
_ 4.00i
_ _ 8.00
16.00
-I
4:004
8.001
8.001
2.00
22.00
4.00. 4.00 4.00
2.00 2.00
2.00 8.00 ~ 8.001 16.00 2.0
_ _26.00
-1
4.00
12.00
4.00
0 36.00
Total Hours „1.4.00 68.00 94.00:: 104.00, 10.00 290.00
--- -- - - - ---------•--•--- .......................... -- - ---------
Hours Rate 0 165 165 125 751
Subtotal $0; $1 1,220' $15,510 $13,000' $750
AEA Labour Fee 4.48
2. Supplies and/or Equipment Costs (John Sergio Fisher & Associates)
None anticipated.
PROPOSAL # AE -17-18-10
•■ 'sf a August 28, 2017
�J 2
City of Santa Clarita Proposal for an Outdoor Amphitheater Feasibility Study
3. Subcontractor Costs (JSFA)
4. Travel Costs
Fixed Casts
Joaquin
tipundtrp light LGA _LAX __..._
---------
John_ Fisher'
Varela Fay Liu
Rob Muir
- to 1 from,q�rf]___
HogelQer Night _________.
Theatre -I
Cost
Per Diem
Partner I Consultant i Acoustidan I
Estimator JSFA.tot,0
Commissioning Briefing
4.001
4.00y _
- 8.00
Materials Review & Consultation
_ 4,00
4.001
4_.00
4.00 16.00
Community Concept Workshop
_
4.00
4.00
of Days
- 8.00
Deliverable I: Refined Concept
f
a.��.....----
— ..................... .......
rip 2 . Phase 2 Deliverable
External Demand Study
rl 3 - Phase 3 Deliverable
2
Site Evaluation
16.061'
6.00
16,00
_•$.00
_ 40.00
Partner Research
_ _I__
..._-.-_-.__.._-_-_.-.__.. _... ----- -_-------
Po 3 • Phase 3 Deliverable
-
Deliverable 2: Local Market Assessment
3576
440
4,{}0
8.00
Organizational Development Plan
Pro -forma Operating Budget
Capital Cost _
_
_ r
-
1.6._0.0; 16.00
Design Program
l 4.001
16.W
_4.001
_ 24.00.
Funding Requirements & Recommendations
Risk Analysis and Mitigation2.001
2.001
4.00
Deliverable 3: Feasibility Study
2.001
2.001
4.00
Total Hours
40.Ofli
52.00
I6.002DA0
128.00
- -- -
-
___
1-♦vurl Rate
200'
1201 12
150
Total
$8,0001
$6,240 $1,920
$3,0001
19
JSFA Subcontractor Fee
6
4. Travel Costs
Fixed Casts
Notes
tipundtrp light LGA _LAX __..._
---------
----�erKoyQic 8/2!lplemium•grgno
Car Transfers
____$zD0
- to 1 from,q�rf]___
HogelQer Night _________.
_�--• � 175
2017 LosAr�eles�perd�em Lodging rat -
Per Diem
71
2017 Los An les perdiem meafs rote
of Consultants
np I_ Consultations• ....................I__
One consulianr fmmN-
_ r__.�.._.--------....
rp2 . Phase 2 Deliverable
------_.-.-- !
.....-••--••••--- Orie_ynnsujtont from N_
Tr' 3 - Phase 3 Deliverable
I
l7ne consultant fmm N
of Days
a.��.....----
— ..................... .......
rip 2 . Phase 2 Deliverable
2
rl 3 - Phase 3 Deliverable
2
Tatal Cost per Trip
rip 1 - Gor�sultati -- -----------••-------------L-192
_•_ — — ..... ..........
,rip 2.__Phase 2 Deliverable
.-..mm..-._...__.-.._
$I 192
L.....
..._-.-_-.__.._-_-_.-.__.. _... ----- -_-------
Po 3 • Phase 3 Deliverable
$1.192
Total Travel Cost
3576
PROPOSAL # AE -17-18-10
jsfa
August 28, 2017
3
City of Santa Clarita
5. Miscellaneous Costs
None anticipated
Total Project Costs
Proposal for an Outdoor Amphitheater Feasibility Study
Based on the above allocations, the total Project Cost will>be $59,640 (+ reimbursable travel estimated
at $3,756).
PROPOSAL # AE -17-18-10
• • jsfa August 28, 2017
4
Thank You
New York London
5 Hanna Lane, Unit 6 Somerset House, South Wing
Beacon, NY 12508 Strand
London WC2R 1 LA
+1 845 765 8100 +44 20 7257 9481
info@aeaconsulting'.com,
www.aeaconsulting.com