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Dear Lisa: Please Share This Email and the Attachments with the Remainder of the Ad Hoc Committee

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Dear Lisa: Please Share This Email and the Attachments with the Remainder of the Ad Hoc Committee From: deirdre garton To: Veldran, Lisa Subject: Correction Date: Friday, October 01, 2010 4:05:01 PM Attachments: Overture Center Impact Study RFP[1].pdf RFP%20Vendor%20List[2].doc m09May5[1].doc Dear Lisa: Please share this email and the attachments with the remainder of the Ad Hoc Committee. In my comments on Tuesday, I mentioned that AMS was hired without an RFP process. That was not entirely accurate. We did go through an RFP process to conduct the Economic Impact Study. (See attached RFP as well as the list of vendors to whom we sent the RFP.) Only two of the vendors responded, AMS and EDR although, AFTA was a subcontractor on the AMS proposal as their validated methodologies for conducting economic impact studies were used by AMS. Jenn Post Tyler who was the Vice President of Planning and Research at Overture up until July 1, 2010, reminded me that we added on work to the contract to have AMS facilitate board exploration of plan development. (See minutes of May 2009 meeting 201 State meeting.) That resulted in the work done in September and October 2009, and January 2010 which I referred to in my remarks on Sept. 28. Thanks for your help! REQUEST FOR PROPOSAL Overture Center for the Arts Economic & Community Impact Study Issued by: 201 State Foundation, Inc. 201 State Street Madison, WI 53703 Proposals Due: Friday, January 23, 2009 REQUEST FOR PROPOSAL Overture Center for the Arts Economic and Community Impact Study I. Introduction 201 State Foundation, Inc., the support foundation for Overture Center for the Arts, is soliciting proposals for the development of an Economic and Community Impact Study (“the study”) for Overture Center for the Arts, a multidisciplinary arts facility located in downtown Madison, Wisconsin. Madison consistently ranks among the top American communities to live, work, play, and raise a family. Home to the world-class University of Wisconsin-Madison, the seat of state government, and an eclectic, electric atmosphere, the Madison area offers both small town charm and a range of cultural and recreational opportunities usually found in much larger cities. Overture Center for the Arts is a 380,000 square foot arts facility that fits seven performance spaces, four galleries and a museum of contemporary art into a single downtown block. Designed by architect Cesar Pelli, the facility opened in phases from 2004 to 2006, and was recently awarded an Urban Land Institute Award of Excellence. The $205-million building is the gift of local philanthropist W. Jerome Frautschi, a fifth-generation Madisonian. Overture is home to nine resident performing arts organizations and two visual arts organizations, all of which are independent local nonprofit companies. In addition, Overture is a presenter of touring performing arts and entertainment, and provides arts education and community arts experiences to the broader region. For more details on Overture’s history, governance, and operations, please see Appendix A, History, and Appendix B, 2007/08 Annual Report. II. Purpose and Target Audiences of the Study The purpose of the study is to provide a baseline understanding to the general public, elected officials, the business community, and other community leaders of Overture Center’s impact on Downtown Madison, Dane County and the Capitol Region. For purposes of this study, the following designations are used: • Overture Center includes Overture Resident Arts Organizations (currently 11 independent organizations), Madison Cultural Arts District, 201 State Foundation, Overture Development Corp., Overture Friends, and Ovation Endowment Fund. • The general public includes residents of the City of Madison, residents of the Greater Madison Area (Middleton, Verona, Fitchburg, Monona, and Sun Prairie are of primary interest), residents of Dane County, and residents of the Capitol Region. • Elected officials include officials of the City of Madison, Dane County, and the State of Wisconsin. It also includes the elected officials of other Dane County municipalities including Middleton, Verona, Fitchburg, Monona, and Sun Prairie. • The business community includes members and partners of Downtown Madison, Inc. (DMI), the Business Improvement District (BID), Greater Madison Chamber of Commerce, Wisconsin Technology Council, UW-Madison Office of Corporate Relations, and the Greater Madison Convention & Visitors Bureau. • Other community leaders include other leaders and influential groups throughout the Madison Capital Region including the constituents of Thrive, the 8-county regional economic development entity. III. Project Details The goals of the study are outlined below. Examples are provided of specific data that can be used to meet the study’s goals; however, these are minimum expectations. The successful proposal will suggest additional relevant data that best portrays the actual impact of Overture Center. 1. To measure Overture Center’s economic impact on the study areas, including: o Impact of the facility Potential metrics: Change in real estate valuation in Downtown Madison from 1998 (gift announcement) to 2008. Value of new retail and residential units inspired by the center, and the employment and tax revenue supported by these improvements. Change in rents in Downtown Madison from 1998 to 2008, compared to an appropriate benchmark. Potential qualitative data: Testimonials from developers & business owners whose projects were inspired by Overture Center. o Impact of activities Potential metrics: Total spending by audiences and organizations, and the employment and tax revenue supported by this spending. For audiences, include spending related to event attendance, including dining, lodging, transportation, etc. Revenue at downtown restaurants connected to arts attendance. Geographic origin of audiences, including percentages from outlying areas. (Notes: Spending by audiences and organizations was explored in detail in FY05 through Americans for the Arts’ “Arts & Economic Prosperity III” study, when only part of the facility was in operation. See Appendix C for more detail. Unlike most other states, Wisconsin collects sales tax on performance tickets sold by nonprofit organizations.) 2. To measure Overture Center’s impact on quality of life and the image/brand of the interested areas, and the resulting economic impact. o Impact of programs Potential metrics: Utilization of Overture’s education and community engagement programs across various demographics Potential qualitative data: Testimonials from parents, educators, and caregivers. o Impact of facility on perceptions/brand of region Potential metrics: Perceptions of the study areas as a hub for creativity and innovation o Impact of improved quality-of-life perceptions (economic impact) Potential metrics: Ability of employers to attract and retain talent in study areas (include UW- Madison, major private & public sector employers) Willingness of entrepreneurs to locate new business in study areas 3. To measure Overture Center’s impact on its resident arts organizations. Potential metrics: o Organization size: number of employees, total operating budget o Activities: number and type of events, number of artists/performers engaged, number of attendees at ticketed and non-ticketed events, geographic origin of attendees Potential qualitative data: Testimonials from resident organization leaders and stakeholders about improved artistic quality, patron perceptions, etc. 4. To identify measurable benchmarks to assess future economic inputs and outputs and community outcomes, which can be measured by staff in future years. The study should report on Overture Center as a whole. In addition, it should provide key measures that can be reported by individual resident organizations to their own stakeholders. IV. Constraints on Budget, Schedule and Review Process 1. Budget This study is funded through a gift to the 201 State Foundation, Inc. The budget for the study will be between $45,000 and $60,000. 2. Desired Project Schedule Vendor Selection: late January – early February 2009 Work commences: February 2009 Study Completed: Late April through June 2009 3. Review Process The Foundation has formed a review committee of community members with relevant expertise in economic development, public policy, and philanthropy. The committee will review and approve the final scope of work proposed by the vendor, and review and approve the final draft of the study before it is released to the public. V. Resources Provided 1. Personnel 201 State Foundation will supply a project coordinator, who will be available 13 hours per week from January 26 – May 29, 2009, to assist with the study. During the study period, the coordinator will be the primary organizational contact person, available to facilitate contact with internal resources and resident organizations, and identify key informants needed for the study. 201 State Foundation and Overture Center maintain a roster of active volunteers who may be used to administer patron surveys or other similar work. Please clearly identify any anticipated use of volunteers in your proposal. 2. Proprietary Data Overture Center has a ticketing database of more than 100,000 patrons and their purchase histories, dating from September 2005. Data from this database will be available for the study. VI. Criteria for Selecting a Vendor The following criteria will be used to evaluate the proposals: a. Relevant project experience with proven outcomes b. Quality of project personnel c. Articulation of work plan / Suitability of approach d. Demonstrated
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