Sunset Valley Arts Commission Report 7.16.19 Page 1

Sunset Valley Arts Commission (SVAC)

Report for City Council, July 16, 2019

ArtFest April 2019

The 13th Annual ArtFest hosted 72 vendors and brought approximately 7,000 visitors to the City.

Vendors collect city sales tax. The Austin area ranks as a top 20 media market in the United States. This

means it takes more money to make an impression and get the attention of people you want to draw to

an event. ArtFest generated 2.8 million impressions in the market, and that was only for the paid

advertising, not including PR. This was large enough that people actually heard our ArtFest event

message. Advertising for the event reaches people in a 12-county area, from Burnet to San Marcos, and

from Llano to Elgin.

People come to the Sunset Valley ArtFest to enjoy the local food, live music, and of course art. For many,

their experience continues in our city at the nearby shopping areas and restaurants. This is a first time

visit to Sunset Valley for some folks (full HOT Fund post event report attached). The commission has

submitted a flat budget for the 14th Annual ArtFest tentatively scheduled for April 25, 2020 pending

approval by council. HOT Fund for the Arts $39,915 and HOT Fund for Advertising $41,435.

Photo credit: Miguel Huerta

Sunset Valley Arts Commission Report 7.16.19 Page 2

May 18 Celebration of new facilities

The SVAC collaborated with the Community & Economic Development committee and city staff on the

May 18 celebration of the new facilities with music, food, tours, and information on how to get involved

in the city. People signed up to volunteer in various capacities. Despite the weather there was a good

turnout.

Photo credit: John Frick

What’s next on the agenda for SVAC?

Potential Certification of Sunset Valley as a Film Friendly City

According to the Texas Film Commission the Texas Moving Image Industry benefits Texas by

creating jobs, benefits local economy through production spending and provides a return on

investment of $5.33 per $1.00

Actively promoting Sunset Valley as a convenient and welcoming city for film and television

projects as well as photo shoots would benefit our local economy. For example: Warner

Brothers spent over $1M in Lockhart on a TV series.

There are over 130 Film Friendly Texas Communities scattered all over Texas. Many of our

neighboring cities including Austin, Leander, Buda, Kyle, Dripping Springs, Round Rock, and

Sunset Valley Arts Commission Report 7.16.19 Page 3

many more have completed the process to attract film production and the accompanying

positive economic impact to their cities.

Sunset Valley’s many green space areas, architectural and landscape features such as the bridge

over Reese Drive, areas along the creek, and several of its buildings (both exterior and interior),

and neighborhoods could be potential locations.

The Sunset Valley Arts Commission is interested in pursuing this certification for Sunset Valley

and will be working with residents, other committees, potential film friendly neighbors (AISD,

shopping centers, churches, etc.) city council, and staff to explore this option.

https://gov.texas.gov/film/page/fftx_overview

Art in Public Places

Another area of focus is Art in Public places. We are researching how other cities handle this and what

guidelines/policies they have so we can prepare a potential recommendation for council.

World Art and Culture Community Event

SVAC is planning the next community event to take place at City Hall in early fall.

Thank you

Sunset Valley Arts Commission members thank our council members and staff for the tremendous

support you have given us over the years to inspire the imagination through the arts.

Local Hotel Occupancy Tax (HOT Fund) Reimbursement Follow-up Report May 20, 2019

Sunset Valley Arts Commission Karen Medicus, Chair, 512-382-6353 13th Annual Sunset Valley ArtFest Event, April 27, 2019 Held in the AISD Parking Lot and Triangle portion of the Uplands Amount Requested: $81,835 Amount Received: $81,350

• Funds were used for event production and advertising • 98% of the event costs are covered by HOT funds • The event is free to the public with approximately 7,000 people attending: 25% Sunset Valley

Residents, 75% attending from outside Sunset Valley area. • See attached media report.

Print Advertising:

2019 SUNSET VALLEY ARTFEST June 20, 2018

ARTFEST GENERAL FUND ($4,554 Approved) 2018 Budget 2019 BudgetIncome - booth sales, shirt sales, health permits 4,000.00 4,000.00

Expense - Tent/tables/chairs -4,000.00 -4,000.00*balance in Operations Budget

TOTAL: 0.00 0.00

Budget from Arts HOT fund - 351.101.4Operation Budget 2018 Budget 2019 Budget

Music 13,750.00 13,750.00Production Manager 5,000.00 5,000.00

Stage equipment & engineers 7,700.00 7,700.00Onsite entertainment (Balloon, Emcee) 1,350.00 1,350.00

Installation for Art Seen tents/Kids Tent 1,900.00 2,300.00ATX BM Rentals 950.00 950.00

Dumpster/Recycling 250.00 290.00Refreshments 250.00 350.00

Misc On Site Labor 1,000.00 900.00Police 1,500.00 200.00

Overnight Security 300.00 300.00Acadian EMT 465.00 500.00Centex Labor 950.00 1,025.00

Parking Management/Radios 2,800.00 3,000.00Misc supplies/Truck Rental 250.00 500.00

Tent/tables/chairs (see above) 1,500.00 1,600.00Health Permits 200.00

TOTAL: 39,915.00 39,915.00

Budget from Advertising HOT fund-351.101.3Advertising Budget 2018 Budget 2019 Budget

Paid Media 26,000.00 27,550.00Advertising Production 4,500.00 3,000.00

Advertising Management 9,000.00 9,000.00Shirts and Bags 0.00 0.00

Printing 600.00 600.00Fast Signs 820.00 750.00

Warren décor 400.00 400.00Motorblade 115.00 135.00

TOTAL: 41,435.00 41,435.00

MEDIA PLANClient: Sunset Valley Arts CommissionCampaign: 2019 ArtfestRun Dates: April 22- 27, 2019Demo: Adults 25-54Budget: $27,550Date: June 20, 2018

TELEVISION DATES COSTKVUE-TV April 22 - 27 7,000KXAN-TV April 22 - 27 6,000Spectrum News April 22 - 27 1,236

subtotal 14,236

RADIO DATES COSTKGSR-FM April 22 - 27 1,000KUT-FM/KUTX-FM April 22 - 27 3,500KDRP-FM April 22 - 27 1,000

April 22 - 27 4,000subtotal 9,500

PRINT DATES COSTAustin Chronicle: 1/2 page horizonal, full color April 19 & 26 3,100

subtotal 3,100

DIGITAL DATES COSTFacebook Promoted Posts: artist recruitment TBD 150

subtotal 150

OUTDOOR DATES COSTStreet Banner - Westgate April 15 - 28 564

subtotal 564

Total 27,550

Strategy: Run on stations that play local music and support local arts events. In addition, run a geo targeted (10 mi radius) campaign on Pandora. Pandora ads are :30 audio and display and run on all devices. All stations, including Pandora, offer non profit bonus ads.

Strategy: Run high rated and value priced Morning News, Early News (6p) and Early Fringe programs on top rated KVUE and KXAN. In addition, run heavy schedule on Spectrum News through all dayparts, but primarily in the Morning.

Pandora Audio/Display: geotargeted

May 20, 2019

ADVERTISING RUN DATES IMPRESSIONS 12+TELEVISIONKXAN-TV April 22 - 27 460,000KVUE-TV April 22 - 27 406,600Spectrum News April 22 - 27 180,453RADIOKUT-FM/KUTX-FM April 22 - 27 307,400KDRP-FM April 22 - 27 150,000*DIGITALPandora Audio/Display April 22 - 27 538,456FB promoted posts April 22 - 27 9,207PRINTChronicle 1/2H 26-Apr 136,500Community Impact 1/2H 26-Apr 201,810OUT OF HOMEPosters (150 Locations) April 8 - 27 75,000*Street Banner (Lamar) April 15 - 28 589,400

TOTAL 2,829,826* estimated

Note - While the campaign was run on a more strategic demo of W25-49, looking at impressions of A12+ allows us to see the largest impact made by the campaign.

The 2019 Sunset Valley Artfest brings thousands of shoppers to the City of Sunset Valley, along with tremendous media exposure for the City and the Holiday Inn Express. The advertising reaches people in a 12-county area, from Burnet to San Marcos, from Llano to Elgin. Shoppers drive to the Sunset Valley Artfest to enjoy the local food, live music, and of course art. For many, their shopping continues in the nearby shopping areas and restaurants. And for some, this is their first time to visit Sunset Valley.

MEDIA RECAP

Home Depot

20 x 30’

Dumpster

SeatingTent54’

Tree Grove/Playground

Kids MusicTent

30 x 40’

Gravel path

Fron

t of s

tage

Vendor Check-in 6:30 a.m.

Toilets/HWS/HS

HWS/HS

Farm

ers

Mar

ket

Msg

t. Ro

bert

Har

rigan

Tra

il

ENTRANCE

MusicTent

20 x 40’

Exit

Exit

Load in

Jones Road

Round tables, chairs

ART

Stag

e

Load

in

Backstage TentsBands

Enter

BandsExit

ENTRANCE

Mus

icia

ns P

arki

ng A

rea

Sunset Valley Arts Commission

Solar Power

BalloonTwister

Highway 290 Frontage Road

EMT

1A

1B

1C

SFC Tents

Hard Perimeter Handicap Parking

*Vendor & General Parking

General Parking

Sound TableHar

d Pe

rimet

er/N

o En

try

Tent10 x 30’

Tent10 x 30’

ENTRANCE ONLY

EXIT ONLYVendor

Entrance

Hard Perimeter

SFC Vendors

Solar Power

Sound Area

Highway 290

BloodDrive

Vehicle

Gen

eral

Par

king

STADIUM

City of Sunset Valley O�ces

SFCBarricade

ToiletsHand-washing

Stations(HWS)

18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1

19A 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 3654A 54 53 52 51 50 49 48 47 46 45 44 43 42 41 40 39 38 37

55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72

Map not to scale

NOTE: Vendor Check-in, Loading and Unloading begin at 6:30 a.m.

NO PARKING NO PARKING

2019 *NOTE: All Vendors must enter at the Main Entrance (all lanes one way). Check in and drive to your assigned booth number(s). Park close to your booth and unload quickly. Then move your vehicle immediately to the Vendor & General Parking Area and return to set up your booth. We want to get everyone to their booth and their cars parked quickly, so everyone can focus on booth set-up. Thank you!

290

71

Hwy. 290 Frontage Road

Burger Stadium

General Parking

General Parking

X

SustainableFood Center

Areas

Children’s AreaStag

e

100 Ft.

ParkingPerson

ParkingPerson

290

71

Hard Perimeter

Sunset ValleyArt Fest 2019Grounds

EMT

X

MSG

T. Ro

bert

Horri

gan

Trai

l

To J

ones

Rd.

Entrance and Exit

Entrance Only

XX

X

Exit Only

SFC Barricade

X Parking Staff6:00-9:00 a.m. only, then move to outer parking areas No Left Turn

Two-way Traffic

X

Vendors’Tents

W. US Hwy. 290 Frontage Rd.

X

Hard Perimeters

Entrance

No Parkingon this road

Cones willblock elementaryschool entrance

X

Vendor/GeneralParking

City of SunsetValley Offices

Jones Road

X

X

Booth # Vendor Name Booth # Vendor Name

1A Marargito/Garbo's Lobster Rolls 37 Kyle Gross/Stones Throw Studio

1B Eric Buettner/Gold Star Kettle Corn 38 Kym K/Works of Taste

1C Table/Chairs 39 Natasha Lagitana/Mandala Jewels

1 Laurence Nuwash/Heros Gyros 40 Susan Verduzco/Sue's Garden Angel

2 Laurence Nuwash/Heros Gyros 41 Chris Long/Chris Long Ceramics

3 Table/Chairs 42 Maria Warren Zaldivar/Zaldivar Jewelry

4 Christy Herbstreit/Nothing Bundt Cakes 43 Bruce Bitter Fine Art

5 Table/Chairs 44 Priscilla Ramirez/Dolce Priscailla Jewelry

6 Jim Moy /Jim Jims Ice 45 Michiel Rushing/Master Pieces By Michiel

7 Table/Chairs 46 Supriya Kharod Watercolors

8 Synde Stevens/The Beaded Path 47 John Frick & Karen Medicus/Gypsy River Trading Co.

9 Julie Clawson/Shieldmaiden Designs 48 Diana and Troy Chafin/Seven Doors Studio

10 Evelyn Restegui-Zirena/Zirenart 49 Robb McKenzie/McKenzie Clayworks

11 Kristi Standley/ ArtfullBeing 50 Resi Murray/Abstract Expressions by Resi

12 Judy Guerra/Stuff -n- Such 51 Brenda Armistead/Granny Good Fish Pottery

13 Lauren Johnson/Sweet Sparrow Studio 52 Felsia Thibodeaux/Astraluxe Hoops

14 Elisa Alvarado 53 Jane Frederick Art & Denise Donnelly Custom Jewelry

15 Tracy Stork/Mixed Media Artscapes 54 James and Rosemary Barta/Barta Art

16 Joni Sariano/Dang Dangles 54A Amanda Zappler/Arte Para La Vida

17 Robert Stephens/Fiona Duffy - Art 55 Richard Leigh/Custom Swings & Things

18 Amelia Warnock/Garden Gizmos 56 Debbie Kucaj/Designs by Debbie

19 Sadhana & Kshipra Kapour/Panache Boutique 57 Mijhal Daisy Poter/Daisy Metalworks

19A Nancy Hallmark/Nancy Hallmark Pottery 58 Cynthia Simpson & Beth Stevic/CS Glass Fusions

20 Laura Haislip/Laurabead 59 Sunset Valley Elementary

21 Linda Cates/Darlene Goodnight 60 Sunset Valley Elementary

22 Cara Shackleford/Cara Carter Jewelry 61 ARTS COMMISSION

23 Linda Mayer/Instant Enhancement 62 ARTS COMMISSION - check in booth on 4/27 and HQ

24 Melody/Bee Curious Candles 63 Georges Dubuisson/Dream Bijoux

25 Jen Cronin/Something That Might Be Art 64 Jamie Fernandez/Earth Art Austin

26 James Romero/Aloha SW Artistry 65 Clara Griffith/Clara Griffith Art

27 Rich and Deb Ledesma/Northshore Industrial Sculpture 66 Amber Bechtel/Natural Curve Creations

28 Crawford Shortt/Willow Tree Works 67 Glen Alexander/Glenspens29 Leslie Kell/Kell Fine Art 68 Renee Collin/Renee's Designs30 Mindy Crow/Dirt Divas Pottery 69 Mitch London/Windsong Productions31 Becky Murphy/Dirt Divas Pottery 70 Claudio lopez/Athena Silver Jewelry32 Elena Simon Castro/Elena's Organic Products 71 Joyce Labaw Fine Art33 Lizbeth Fulleman/nBerkshire Beading 72 Dan Baker/Dan's Bird Feeders34 Jamie Shelton/Archeo Modern Designs35 Elizabeth Slegeir/LS Ceramics36 Kathryn Welch/Rivercity Glassworks/Lisa Smith/

Hep Cat Artworks

UPDATED APRIL 24, 2019

Survey summary from vendors for 2019 ArtFEst Thank you for participating in the 13th Annual Sunset Valley ArtFest. We hope you enjoyed the show as much as we did. We appreciate your feedback as we continue to grow and improve the event.

• Thank you! I enjoy participating in this event very much. • Best show! • Yes it was very well organized and staff was very helpful. • It was awesome! Thank you! • We love being vendors at your ArtFest. • As like the last 10 years we did the show, it was great. • I love this show, so well run, not too expensive. • We did it! It is always so well run and organized! • Recommended this festival to other artists and they were amazed by the set up and

organization. • Very good show the advertising really paid off. • Great job with the festival!!! Being able to pull the car up to the booth to unload and load is so

convenient. I appreciate the water and chips and that the T-shirt is a pretty color and soft. Thanks you for the TV advertising as well.

What did you like most about the show?

• The great bands • The hosts of the event are always very friendly and helpful. The support for the artists attending

is wonderful and I appreciate the low booth fees. • It’s well organized, good turnout despite the wind, great musical acts. • I like the energy. Lots of families come. Good advertising and crowds. I also like how the SV Arts

Commission volunteers take good care of us! • People who shop appreciate handmade items. • I love the live music and the great work you do on promoting the event so lots of people come

out to see it. • Getting to meet all the other vendors and the community in Sunset Valley. • Great event for the whole family.

What would you add or change to improve the show?

• In previous years, there was always an abundance of volunteers to help with set up etc., but I always had a helper with me, and didn't need extra help. This year, however, my helper couldn't arrive until noon counting on your help with a few heavy items at set up, but I was told at check in about 7:15 am, that the extra volunteers didn't arrive until 8. So I did my best alone, and asked a neighboring vendor to help me unload the heavy items. This vendor was elderly, though,

so I felt bad for asking. It would be helpful if more of your, so I was volunteers were on the same schedule as the vendors and arrived when the vendors arrived.

• I don't know that anything can really be done about this, but my booth setting is in direct sun almost the entire time and I don't even have get shade from my tent for the majority so it gets verrry hot! Maybe slightly earlier in the season would be an improvement to me.

• Sunday also More food vendors especially vegetarian. if you can't get tacos from farmers mkt., it is hard to get food later. more clothing vendors, esp baby clothes

• Overall I think it was great. • We can't think of anything to change except maybe adding another art fest in the fall. • Available pdf flyers to send to customers and friends. Up to the show date there is the vender

poster available online. Like to send something out 2-3 weeks before in advance. • I was so busy that I didn’t notice anything bad. I was so impressed with all the advertising and

the timing of it. I think that made a huge difference. • Not a thing! • Not really sure but more different food and more advertisement.

How were your sales in relationship to the length of the show and booth cost?

• Great • I'm happy with them! But they were down from last year for me. • Sales were pretty good. • Very good • Pretty good. • Decent, but lower than most of my other shows. • Good • Very good. The booth cost is very reasonable. • I was very pleased. I felt it was a great value and I really appreciate it being a one day show

rather than a whole weekend. • We thought it was a fair price in comparison to our sales. • This is a very good value. Our sales were a bit softer this year vs. prior years, but still a good

show for us • Having a $60 booth fee for the day is very attractive and helps remove the risks involved in

participating higher costs shows. • My sales were great. I got a lot of bang for my bucks. • So so. Hope for better next time but Jewelry is highly competitive and the foot traffic may have

been less than prior years. I’m not sure about that. Still great event and wonderful creative vendors. We were next to the Music and I appreciated the location, weather and the people, so great job! I know that you guys are there to assist the vendors in any way you can and that’s really nice. Y’all helped a vendor that lost their tent and that was impressive! I forgot my square in my vehicle after I parked a ways away from my car and you guys gave me a cart ride to my car and back...nice. You guys are great! Thanks