ReviewReview AdvisoryAdvisory CommitteeCommittee Ad-HocAd-Hoc SubSub CommitteeCommittee November 30, 2006 Gold Line Ad-HocAd-Hoc SubSub CommitteeCommittee MembersMembers IntroductionIntroduction • Renee Chavez, Chair • Irvin Lai • Aida Bobadilla • Daisy Ma • Sherri Breskin • Mary Louise Reeves • Nadine Diaz • Rachel Santos • Susan Dickson • Diana Tarango • Rita Govea • Armando Ybarra Rodriguez • Juan Jimenez Gold Line GeneralGeneral OverviewOverview Gold Line Ad-HocAd-Hoc SubSub CommitteeCommittee GeneralGeneral OverviewOverview • The Ad-Hoc Sub Committee convened for the first time on February 23, 2006. Metro provided a presentation to inform the community of the history and current status. A timeline was provided, as was an update on the laboratory effort. • The Project Archeologist made a presentation on the findings to the Ad-Hoc Sub Committee at the March 23rd meeting in Boyle Heights and again at the April 27th meeting in Chinatown. • The Ad-Hoc Sub Committee has held nine monthly meetings in Boyle Heights and in Chinatown. Gold Line Ad-HocAd-Hoc SubSub CommitteeCommittee GeneralGeneral OverviewOverview • Through the Ad-Hoc Sub Committee, Metro will work with the community to receive public feedback on a sensitive and respectful re-interment plan, ceremony and fitting memorial. • The Ad-Hoc Sub Committee, appointed by the Review Advisory Committee will meet monthly until such goals are met. Recommendations will be made through the RAC to Metro. Gold Line ArchaeologicalArchaeological ReportReport UpdateUpdate Gold Line Ad-HocAd-Hoc SubSub CommitteeCommittee ArchaeologicalArchaeological ReportReport UpdateUpdate • The Historic Los Angeles Cemetery Summary Report was distributed to the Ad-Hoc Sub Committee and Ex. RAC members on August 22, 2006 with a CD containing all the appendices. The full report CD was delivered on August 24. • Comment period closed on Friday, November 03, 2006 • Comments received • Peer Review planned • Final report to be issued by year’s end ArtifactsArtifacts ReproductionsReproductions Gold Line Ad-HocAd-Hoc SubSub CommitteeCommittee ArtifactsArtifacts ReproductionReproduction ProcessProcess • Reproduction will be made of selected artifacts from the Crematorium for display and study purposes. • The first step involves the creation of a mold of the original object. Most molds are two piece items. • The mold is filled with clay or a similar compound and allowed to harden. • The molding materials is allowed to harden. • Both pieces of the mold are made and then removed. • The mold is held together by rubber bands and the casting materials poured in. The casting material can be ceramic, metal, silicon, plaster, etc. • The reproduction once made has a photo-transfer of the original patter onto it. Simpler replicas may just be painted. Ad-HocAd-Hoc SubSub CommitteeCommittee ArtifactsArtifacts ReproductionReproduction CostCost EstimateEstimate • Mold costs range from $100 to $500 depending on the size. • Ceramic reproductions will run from $100 to $800 depending on the amount of labor involved due to the complexity of the object. For a ceramic reproduction the steps include molding, trimming, initial firing to bisque, application of photo-transfer, firing, application of glaze and final firing. • Metal or silicone reproductions will run from $100 to $400 depending on the labor required due to the complexity of the object. • Artifacts that could be considered as candidates for reproductions include porcelain teapots and pottery, opium pipes, coins and coffin hardware. Ad-HocAd-Hoc SubSub CommitteeCommittee ArtifactsArtifacts ReproductionReproduction ListList ofof SignificantSignificant ArtifactsArtifacts • All headstones and burial bricks • Lotus Blossom coffin ornament • Teapot with unidentified horse pattern • Independent Order of the Odd Fellows swing bail handles, manufactured upside-down • Freemason swing bail handle fragments • Chinese pharmaceutical vial with pills • Opium pipe bowl • Double Happiness rice bowl Ad-HocAd-Hoc SubSub CommitteeCommittee ArtifactsArtifacts ReproductionReproduction DiscussionDiscussion Decisions to date Digitally archive all the artifacts and store them at the University of Southern CA, the Chinese Historical Society of Southern CA and the Los Angeles Chinese Consolidated Benevolent Association. Reproductions status A list of those artifacts considered significant has been completed by Cogstone. Sample reproductions of coins and coffin hardware have been made. A reproduction of the porcelain teapot with the horse motif is currently being reproduced. Decisions to make • What does the Committee want reproduced? • What does the Committee want to do with the reproductions? AvailabilityAvailability ofof plotsplots forfor re-intermentre-interment Gold Line Ad-HocAd-Hoc SubSub CommitteeCommittee EvergreenEvergreen CemeteryCemetery Ad-HocAd-Hoc SubSub CommitteeCommittee EvergreenEvergreen CemeteryCemetery Ad-HocAd-Hoc SubSub CommitteeCommittee ChineseChinese CemeteryCemetery Next-Of-KinNext-Of-Kin NotificationNotification OutreachOutreach PlanPlan Gold Line Ad-HocAd-Hoc SubSub CommitteeCommittee NotificationNotification toto Next-of-KinNext-of-Kin • A professional typist has translated the information from the burial bricks and headstones to paper. • The translations and photographs of the burial bricks and headstones will be placed on the Internet and be made available to the public through print media advertisements, a press conference and other mixed media. Xerox copies are available tonight. • To date Metro has only received one letter from a potential Next-of-Kin. Copy of letter has been provided to committee members. • If Metro receives additional contacts from Next-of-Kin, the information will be provided to the Ad-Hoc Sub Committee for consideration. Ad-HocAd-Hoc SubSub CommitteeCommittee Next-of-KinNext-of-Kin OutreachOutreach ProposalsProposals Print option only - $10,000 Publication Circulation # of Insertions San Gabriel Valley Tribune 48,893 3 Eastern Group Publications 104,000 3 Los Angeles Downtown News 49,000 3 Chinese Daily News 30,000 4 Sing Tao 30,000 4 China Press 30,000 4 International Daily News 30,000 4 Zhong Guo Daily News 30,000 4 La Opinion 123,885 3 Contigo – full run 260,000 3 Hoy 77,000 3 812,778 38 Ad-HocAd-Hoc SubSub CommitteeCommittee Next-of-KinNext-of-Kin OutreachOutreach ProposalsProposals Print option + KMRB Radio - $20,000 Cantonese language radio station – total run 4 weeks .60 second spots Dayparts # of Spots Weekly “ M-F 6am-10am 5 “ M-F 10am-3pm 2 “ M-F 3pm-8pm 5 “ M-F 8pm-midnight 5 “ S-S 6am-8pm 3 20 Ad-HocAd-Hoc SubSub CommitteeCommittee Next-of-KinNext-of-Kin OutreachOutreach ProposalsProposals Print option, KMRB Radio & Chinese Cable TV (Jade Channel) - $30,000 Cantonese language programming – total run 4 weeks .30 second spots Reaches 57,500 Charter Adelphia Time Warner Champion Communications Channel 99 Communications Broadband Channel 288 Channel 64 Channel 189 Alhambra, Altadena, Arcadia, Baldwin San Marina, South Pasadena Chapman Woods, Park, Diamond Pasadena City of Commerce, Bar, Hacienda Montebello, Heights, South Huntington Park, Whittier, Pico Monterey Park, La Rivera, Walnut Canada Flintridge, (partial), Sierra Norwalk, Pasadena, Madre, La Puente Rosemead, San Gabriel, South San Gabriel, Temple City, Walnut, West Covina Ad-HocAd-Hoc SubSub CommitteeCommittee Next-of-KinNext-of-Kin OutreachOutreach ProposalsProposals Print option, KMRB Radio & Chinese Cable TV (Jade Channel) - $30,000 CONTINUED Program Time Period # Spots Weekly US News (Produced in LA) M-F 7pm-7:30pm 5 So’s Drama (Hong Kong M-F 8pm-9pm 3 Soap Opera) Hong Kong Satellite News M-F 9:10pm-9:40pm 5 Golden Drama (Soap M-F 9:40pm-10:40pm 3 Opera) 16 Ad-HocAd-Hoc SubSub CommitteeCommittee Next-of-KinNext-of-Kin OutreachOutreach ProposalsProposals DirecTV Jade West Coast Channel: 30,000 subscribers - $4,300 Program Time Period # Spots Weekly US News (Produced in LA) M-F 7p-7:30pm 5 So’s Drama (Hong Kong M-F 8pm-9pm 3 Soap Opera) Hong Kong Satellite News M-F 9:10pm-9:40pm 5 Golden Drama (Soap M-F 9:40pm-10:40pm 2 Opera) Production costs are TBD 15 Ad-HocAd-Hoc SubSub CommitteeCommittee Next-of-KinNext-of-Kin OutreachOutreach ProposalsProposals Other Media Spanish Language Radio Minimum effective schedule: 9-12 spots per week KSCA-FM or KLVE-FM (Music/Talk) $8,000-$10,000 per week KTNQ-AM (Sports/Talk) $1,000 per week English Language Radio Minimum effective schedule: 9-12 spots per week KNX-AM or KFWB-AM (News) $3,000-$10,000 Ad-HocAd-Hoc SubSub CommitteeCommittee Next-of-KinNext-of-Kin OutreachOutreach ProposalsProposals Other Media CONTINUED Spanish Language Television Minimum effective schedule: 10-20 spots per .30 second spots week Galavision (Cable TV) $8,000-$10,000 per week KMEX-TV (News) $6,000 (10X @ 5am-6am news broadcast) or $60,000 (10X @ 6am-6:30pm news broadcast) English Language Radio Minimum effective schedule: 10-20 spots per .30 second spots week KNBC-TV News $12,000 (10X @ 5am-6am news broadcast) $35,000 (10X @ 6pm-6:30pm news broadcast) $120,000 (10X @ 11pm-11:30pm news broadcast) Ad-HocAd-Hoc SubSub CommitteeCommittee Next-of-KinNext-of-Kin OutreachOutreach RecommendationRecommendation • Based on the return on investment, Metro recommends the print and radio option at $20,000. The rate of return expected on television ads in a market the size of Los Angeles and without a narrowed down target audience is very low. • On English and Spanish television ads, the target audience has to be narrowed to the smallest denomination as far as demographics