Dennis Kern, Director of Operations and Margot Shaub, Director of Partnerships and Resource Development

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1 To: Through: From: Recreation and Park Commission Yomi Agunbiade, General Manager Dennis Kern, Director of Operations and Margot Shaub, Director of Partnerships and Resource Development Date: November 13, 2007 Re: San Francisco Music Festival in Golden Gate Park Agenda Item Wording: Discussion and possible action to approve a request from Another planet Entertainment to produce a two-day music and arts festival in Golden Gate Park, in which a portion of the ticket price will benefit Golden Gate Park. The Festival will be held on August 23-24, Another Planet requests to sell alcohol and to modify the sound policy to allow amplified sound from 11:30 AM until 10:00 PM at the Polo Fields, Speedway Meadow and Lindley Meadow. Description Another Planet Entertainment, in association with Superfly Productions and partnership with the Recreation and Park Department, is proposing a two-day world-class music festival to be held in the Polo Fields, Speedway Meadow and Lindley Meadow in Golden Gate Park. This arts and music festival, developed as a pilot community event in partnership with the Department, will generate a donated portion of ticket sales in addition to a permit fee to benefit Golden Gate Park, for the sole purpose of maintenance and capital improvements. The San Francisco Music & Arts Festival will be modeled on other such festivals in music-friendly cities as Chicago, New Orleans, Austin and Seattle and will attract people from around the world to experience one of San Francisco s traditional cultural assets live music. With a wide array of performances, attractions, and concession stands, the festival will establish San Francisco as an important destination on the music festival circuit, while providing a significant economic impact and highlighting the characteristics that make San Francisco one of the finest cities (with some of the greatest musical history) in the world. Performers at the San Francisco Music & Arts Festival will represent a wide range of genres, including rock, blues, reggae, jazz, world, soul, Latin and electronic music. Major national headliners will perform alongside exceptional emerging talent, making the event a substantial celebration of the established and cutting edge. Local acts will also be featured prominently so that the festival represents San Francisco s vibrant cultural community.

2 With two environmentally conscious organizations as event producers, the festival will utilize renewable energy sources, recycling programs, and other greening efforts. Centrally located in Golden Gate Park, a site with a long history of legendary music events, the festival can take full advantage of the city s vital mass transit system. Furthermore, the event will directly benefit San Francisco Recreation & Park Department with a dedicated donation from ticket sales in addition to the permit fee. Another Planet is committed to producing an event that recognizes the needs of the Park and its neighbors. They have developed and will continue to refine a comprehensive transportation plan, security and medical plans, and an efficient and safe plan to have concert attendees arrive and exit Golden Gate Park. (Please see attached plans from Another Planet for more information). Festival Dates: Saturday, August 23 rd & Sunday, August 24 th, 2008 Location and Stages: Golden Gate Park (Polo Field, Speedway Meadow & Lindley Meadow) Four stages Festival Daily Event Schedule: 11:00AM Festival Gates Open 11:30 or 12:00PM - Music Starts 10:00PM Music Ends Estimated Attendance: 35,000 45,000 people per day. Attendance / admission will not exceed 60,000 per day Impact on Polo Field turf: The turf on the 7 soccer pitches at Polo Field undergoes an 8-week regeneration each summer. This music festival event would occur relatively soon after the annual turf regeneration period and before the intensive Fall season use of the site for athletic play. The Department Turf Manager s professional assessment is that this event use of the venue will not adversely impact the condition of regenerated turf and that it will remain in good condition for athletic use following the music festival. Impact on high density use of Golden Gate Park: This festival is proposed for late August The July September 2008 schedule for large special event permits in Golden Gate Park consists of the following events: San Francisco Marathon late July (runners through the park, no large venues) 911 Power to the Peaceful Concert early September (Speedway Meadow) Opera in the Park mid-september (Sharon Meadow) Now & Zen Concert late September (Sharon Meadow) Based on this three-month event schedule, the Department does not believe that the proposed festival event would overburden Golden Gate Park with large scale event usage. About Another Planet Entertainment: A locally owned and operated company, Another Planet Entertainment was established in 2003, producing its first concert at San Francisco s Pacific Bell Park with Bruce Springsteen. Under their tenure with Another Planet and Bill Graham Presents, principals Gregg Perloff (former President/ CEO of Bill Graham Presents) and Sherry Wasserman produced all of the major concert events in the Polo Field for the last three decades, including Peter Gabriel s WOMAD Festival; the Tibetan Freedom Concert; Guinness Fleadh Festival; Love Laughter & Music celebrating the lives of Bill Graham et al; Pearl Jam with Neil Young; and, most recently, the Dave Matthews Band, which benefited the City of San Francisco, as well as a number of charities.

3 Since its inception, Another Planet has produced more than 1,200 events with artists ranging from Neil Young, Bob Dylan, The Eagles, and Simon & Garfunkel to Metallica, Phish, Radiohead, and Jack Johnson. In addition, Another Planet is the exclusive promoter for the Greek Theatre, an 8,500-capacity outdoor amphitheatre in Berkeley, The Independent, a 500-capacity nightclub in San Francisco, and the 6,000-capacity Harvey s Outdoor Amphitheatre. In 2008 Another Planet, in conjunction with the city of Oakland, will reopen and become the exclusive promoters of the Fox Theatre, a 2,700-capacity venue. In 2007, Another Planet in conjunction with Noise Pop produced the inaugural two-day music festival on Treasure Island in San Francisco the Treasure Island Music Festival. In its first year of operation, Another Planet Entertainment was honored to be selected by a vote of its peers in the concert industry as Promoter of the Year in the United States by Pollstar Magazine. Again, in 2004 and 2005, Another Planet was pleased to be named Independent Promoter of the Year. For more information about Another Planet or Superfly please see attached documents. Financial Information: The financial benefit to the Department is depicted below. Per Park Code Section 12.22(b)(4), a $100,000 Permit Fee will be charged for the three venues. Another Planet Entertainment agrees to guarantee an additional $200,000 to the Department from ticket proceeds. This results in a guaranteed $300,000 in revenue to the Department. Based on the success of the event, Another Planet will further donate to the Department a portion of ticket receipts over the $300,000 guaranteed amount based on the below calculation: $100,000 Permit Fee $200,000 guaranteed (up to Donation of $3.00 per ticket (2-day $216,000) Up to $504,000 passes will be counted twice) Donation of $10.50 per ticket (2-day passes will be counted twice) up to 72,000 tickets Ticket sales from 72,001 to 120,000 Permit Conditions for Approval: If approved by the Commission, the actual Special Event Permit would be issued only upon compliance / receipt of the following: Detailed Transportation Management Plan addressing traffic flow for arrival and exit including confirmation of specific MUNI, DPT, SFPD resources necessary to support the plan Copies of contracts for shuttle bus service from Sunset Circle, Great Highway and any other locations determined to be perimeter parking lots Provision of the marketing / communication plan informing ticket holders of transit-first options RPD requirement for landscape tires on all set-up / staging vehicles that will transit or stage upon turf areas All usual RPD permit requirements for Health Code, concessions, fire, sanitation, recycling, refuse collection and other logistics Staff Recommendation: Approval, subject to compliance with the above conditions for issuance of the Permit Support: Planning Association of the Richmond Opposed: None known

4 SAN FRANCISCO MUSIC & ARTS FESTIVAL GOLDEN GATE PARK, SAN FRANCISCO, CA AUGUST 23 RD & 24 TH, 2008 I. Introduction II. Festival Producers III. Site Plan IV. Festival Performers V. General Festival Info VI. Transportation Plans VII. Security / Medical VIII. Greening the Festival IX. Contact

5 I. INTRODUCTION Another Planet Entertainment, in association with Superfly Productions are proposing a two-day world-class music festival to be held in the Polo Fields, Speedway Meadow and Lindley Meadow in Golden Gate Park in San Francisco, CA on August 23 rd & 24 th, The San Francisco Music & Arts Festival will be like other festivals in such music-friendly cities as Chicago, New Orleans, Austin and Seattle and will attract people from around the world to experience one of San Francisco s finest cultural assets, live music. With a wide array of performances, attractions, and concession stands, the bustling festival will establish San Francisco as an important destination on the music festival circuit, while providing a healthy economic impact and highlighting the characteristics that make San Francisco one of the finest cities (with some of the greatest musical history) in the world.

6 II. FESTIVAL PRODUCERS Produced in partnership with Another Planet Entertainment (four-time winners of Promoter of the Year from Pollstar) and Superfly Productions (the company behind Bonnaroo, the country s most successful music and camping festival), the Golden Gate Park event will utilize the resources of two of the leading independent music presenters in the United States. Another Planet Entertainment: A locally owned and operated company, Another Planet Entertainment was established in 2003, producing its first concert at San Francisco s Pacific Bell Park with Bruce Springsteen. Under their tenure with Another Planet and Bill Graham Presents, principals Gregg Perloff (former President/ CEO of Bill Graham Presents) and Sherry Wasserman produced all of the major concert events in the Polo Field for the last three decades, including Peter Gabriel s WOMAD Festival; the Tibetan Freedom Concert; Guinness Fleadh Festival; Love Laughter & Music celebrating the lives of Bill Graham et al; Pearl Jam with Neil Young; and, most recently, the Dave Matthews Band, which benefited the City of San Francisco, as well as a number of charities. Since its inception, Another Planet has produced over 1,200 events with artists ranging from Neil Young, Bob Dylan, The Eagles, and Simon & Garfunkel to Metallica, Phish, Radiohead, and Jack Johnson. In addition, Another Planet is the exclusive promoter for the Greek Theatre, an 8,500 capacity outdoor amphitheatre in Berkeley, The Independent, a 500 capacity nightclub in San Francisco, and the 6,000 capacity Harvey s Outdoor Amphitheatre. In 2008 Another Planet, in conjunction with the city of Oakland, will reopen and become the exclusive promoters of the 2,700 capacity venue, The Fox Theatre in Oakland. In 2006 Another Planet presented the Northern California debut of Titanic: The Artifact Exhibition featuring more than 300 authentic artifacts from the luxury liner at the Metreon in San Francisco. This blockbuster exhibit resided on the 4 th floor of the Metreon for an eight month run. In 2007 Another Planet, with Bay Area Productions, produced the highly successful national tour for Academy Award winner Jamie Foxx. Also in 2007, Another Planet in conjunction with, Noise Pop, produced the inaugural two-day music festival on Treasure Island in San Francisco, the Treasure Island Music Festival. In its first year of operation, Another Planet Entertainment was honored to be selected by a vote of its peers in the concert industry as Promoter of the Year in the United States by Pollstar Magazine. Again, in 2004 and 2005, Another Planet was pleased to be named Independent Promoter of the Year. Superfly Productions: Superfly Productions is a full-service production company with special strengths in festival and event production. The company formed in 1996 to fill a need for creative entertainment in its hometown of New Orleans. Drawing inspiration from the region s rich music tradition and the exploding national grassroots rock scene, Superfly Productions quickly carved out a niche promoting high quality music events. In 1997, the company created the Superfly During Jazzfest Concert Series, which still takes place each spring in New Orleans during the New Orleans Jazz and Heritage Festival. In 2002, in partnership with A.C. Entertainment, Superfly created the Bonnaroo Music Festival, the nation s largest and most successful camping and music event. Now in its sixth year, the festival sells out each year, drawing 80,000 fans to Manchester, Tennessee, for a four-day event now know as one of the 50 moments that changed the history of rock & roll (Rolling Stone). In 2002, Rolling Stone called Bonnaroo the most ambitious festival of the year. In 2003, the same publication named it the American rock festival to end all festivals. In 2004, the New York Times noted, Bonnaroo has revolutionized the modern rock festival. Having set the standard for contemporary live music events, Superfly went on to create the annual Vegoose Music Festival at Las Vegas Sam Boyd Stadium in The event now brings premier music talent to Las Vegas on Halloween weekend each fall.

7 III. SITE PLAN

8 IV. FESTIVAL PERFORMERS Performers at the San Francisco Music & Arts Festival will represent a wide range of genres, including rock, blues, reggae, jazz, world, soul, Latin and electronic music. Major national headliners will perform alongside exceptional emerging talent, making the event a substantial celebration of the established and cutting edge. Local acts will also be featured prominently so that the festival represents San Francisco s vibrant cultural community. The San Francisco Music & Arts Festival will also feature a host of non-music attractions. Possibilities include an arcade area, onsite cinema, dance/dj tent, comedy club, theater performers, kids area, artist workshops, and a music technology village. The event will also feature dozens of vendors, cafes, and concessionaires providing high quality crafts and foods, concentrating on locally based businesses.

9 V. GENERAL FESTIVAL INFO Festival Dates: - Saturday, August 23 rd & Sunday, August 24 th, 2008 (Dates subject to change) Location and Stages: - Golden Gate Park (Polo Field, Speedway Meadow & Lindley Meadow) - Four stages Festival Times: - 11:00AM Festival Gates Open (subject to change) - 12:00PM - Music Starts (subject to change) - 10:00PM Music Ends Estimated Attendance: - 35,000 45,000 people per day

10 VI. TRANSPORTATION PLANS The location and vehicular traffic flow to Golden Gate Park creates a unique situation in producing events that draw thousands of people to the park. That being said, it is not uncommon to other cities that have had major concerts in their city parks, including New York City s Central Park, Atlanta s Piedmont Park, Chicago s Grant Park and Seattle s Cit Park Center, to name a few. Due to the potential traffic congestion we are devising a traffic plan in conjunction with MUNI, San Francisco Department of Parking & Traffic, and SFPD to counter balance the influx of concert attendees. MUNI: Our current plan is to increase the MUNI headway on both the N-Judah and the 5-Fulton. These two MUNI lines are the most utilized public transportation means to gain access to Golden Gate Park. Ideally we would cut the headway time on both Saturday and Sunday to 6 minutes for the N-Judah and 5 minutes for the 5-Fulton. The typical headway on weekend days is 12 minutes for the N-Judah and 9 minutes for the 5-Fulton. We will encourage patrons to use public transportation through print, radio, and online advertisements. Department of Parking & Traffic/ PCO s: In addition to the increased MUNI service, we will be working with San Francisco DPT to staff key intersections with Parking Control Officers to moderate the increased vehicular traffic flow in and around the park. The following intersections have been identified as location for PCO placement: Traverse Dr. & JFK Dr. 25 th Ave & Fulton St. The Great Hwy & JFK Dr. MLKing Jr. Dr. & Crossover Blvd. 26 th Ave. & Fulton St. 30 th Ave. & Lincoln Way Communication: We will have an database of all ticket holders and will send an blast the week prior to the show outlining the transportation plan and give people precise directions on getting to the festival site. We will also promote public transportation through our print and radio advertising. This messaging was very effective in spreading the word concerning the transportation for Treasure Island Music Festival. Nearly 85% of the concert attendees rode the complimentary shuttles busses from Lot A at AT&T park to Treasure Island.

11 VII. SECURITY / MEDICAL Security Plan: National Event Services (NES) will be our security vendor for the festival. Their current clients include the Oakland Raiders, Oakland A s, UC-Berkeley and they have worked at a number of concert events including shows at the Greek Theatre in Berkeley, Bill Graham Civic Auditorium in San Francisco, and the Golden Gate Park Polo Fields. The number of dedicated staff will be approximately 400 per day. These staff members will provide exterior and interior crowd control for the festival and Golden Gate Park. National Event Services (NES) 2007 A Opportunity Drive, Suite 3 Roseville, CA (916) contact: Christy Feener, Vice-President of Operations Medical Response Team: Haight Ashbury Free Clinic, also known as Rock Medicine, will be our on site medical response team. Rock Medicine has been providing medical care at events for over 30 years in conjunction with Haight Ashbury Free Clinic. Rock Medicine will have an Advanced Life Support team on staff both days of the festival. There will also be an Ambulance on stand by each day of the festival provided by American Medical Response (AMR). All field teams will be in touch with central command via 2-way radio. The number of dedicated staff will be approx and will include the following positions per day: - 2 doctors certified nurses general EMT s Rock Medicine, Haight Ashbury Free Clinics Inc. 612 Clayton Street San Francisco, CA contact: Wes Field, Chief Safety Officer

12 VIII. GREENING THE FESTIVAL With two environmentally conscious organizations producing, the festival will utilize renewable energy sources, recycling programs, and other greening efforts. Centrally located in Golden Gate Park, a site with a long history of monumental music events, the festival can take full advantage of the city s vital mass transit system. Furthermore, the event will directly benefit San Francisco Recreation & Park Department with a special annual donation. Another Planet Entertainment s Greening History: Another Planet Entertainment has built a reputation as one of the greenest concert promoters in the world, thanks in part to numerous environmental initiatives at the Greek Theatre and at the Treasure Island Music Festival. In 2006, APE and Clif Bar formed an unprecedented collaboration to make the entire 2006 Greek Theatre concert season climate-neutral, which offset its impact on global warming. This marked the first time a major music venue made a season-long commitment to minimize its footprint on the planet. In 2007, in addition to battling global warming through carbon offsets, eco-efforts at the Greek Theatre expanded to include an extensive composting program. Again, the Greek Theatre was making it the first major music venue to institute a composting program of this scale for an entire concert season. The venue uses compostable beer cups, wine cups, napkins, plates, and utensils all of which can be placed in the 32 compost receptacles throughout the venue, which are manned by UC Berkeley volunteer students known as the Green Team. The composting program joins a long list of environmental initiatives already in place at the Greek, including the use of recycled paper and soy ink for all printed materials, recycled content paper towels and toilet paper, and environmentally-friendly cleaning products. Another new option offered by APE in 2007 is the ability for Greekgoers to green their own tickets for an additional $1. When purchasing tickets, concertgoers can add $1 to their order this dollar will go toward the purchase of renewable energy credits to offset the CO2 emissions that the audience creates by driving to and from the Greek. In September 2007, APE expanded its greening efforts beyond the Greek Theatre to Treasure Island, where it teamed with Noise Pop to produce the inaugural Treasure Island Music Festival. The festival used zero-emission shuttle buses to bring concertgoers onto the island, where generators with a bio-diesel fuel mix provided power. As with the Greek, compost and recycling stations were set up throughout the festival, resulting in the second best diversion rate of any San Francisco event (measured by SF Department of the Environment). In all, 72% of the waste was diverted from landfills instead heading to compost facilities or recycling centers. This diversion rate at the Treasure Island Music Festival is remarkable when compared to other San Francisco city events, as shown below: Green Apple Festival Speedway Meadow (April 2007) 46% Bay to Breakers Polo Field (May 2007) 39% Summer of Love Speedway Meadow (September 2007) 19% Treasure Island Music Festival Treasure Island (September 2007) 72% Another popular attraction was the Treasure Island Music Festival Recycling Store, which allowed the audience to exchange bottles and compostable cups collected from the festival grounds for cool prizes, including free concert tickets, festival merchandise, ipod speakers, and autographed CD s. Over the two days of the festival, 31,000 bottles and cups were brought to the recycling store by members of the audience.

13 Greening the San Francisco Music & Arts Festival: Hosting a festival at such a beautiful site reminds us all of the importance of minimizing our carbon footprint. We are working diligently to decrease our emissions, divert our waste, and offset our impact. Below are just a few of the programs we will be implementing at the festival. Reducing emission: - Biodiesel generators All generators used at the San Francisco Music & Arts Festival will be fueled with B20 a mix of 20% biodiesel, 80% diesel - which reduces emissions of hydrocarbons and carbon monoxide - All ticket purchasers with have the opportunity to add $1 to Green their ticket and help offset the San Francisco Music & Arts Festival s carbon dioxide emissions. The monies will go to purchase Renewable Energy Credits through Native Energy that will offset the carbon dioxide the festival produces. - We ll have a comprehensive online guide to traveling to Golden Gate Park by foot, bike, BART, and MUNI. Please utilize this guide to further reduce your own carbon footprint. Reducing Waste: - All of our printed materials will be printed on recycled paper. - We will use recycled napkins, paper towels, and toilet paper. - We will use compostable foodware products whenever possible. - All bottles and cans will be recyclable. - Waste reclamation stations with clearly marked compost, recycling and trash bins will be stationed throughout the event site. SF Department of the Environment volunteers will also be on hand to help out. - We will provide ways to make recycling fun, educational and worth your time! Offsetting Emissions: We will offset whatever emissions we cannot eliminate by purchasing renewable wind energy credits and investing in methane projects that create clean energy through our friends at Native Energy.

14 IX. CONTACT Another Planet Entertainment: Allen Scott Vice President Another Planet Entertainment Tel: Gregg Perloff CEO Another Planet Entertainment Tel: Sherry Wasserman President Another Planet Entertainment Tel: