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					To:            Recreation and Park Commission

Through:       Yomi Agunbiade, General Manager

From:          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, 2008. 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.
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 23rd & Sunday, August 24th, 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 re-
generation 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 2008. 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.
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)       passes will be counted twice)               up to 72,000 tickets
Up to           Donation of $10.50 per ticket (2-day        Ticket sales from 72,001 to
$504,000        passes will be counted twice)               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
  SAN FRANCISCO MUSIC & ARTS FESTIVAL
  GOLDEN GATE PARK, SAN FRANCISCO, CA
         AUGUST 23RD & 24TH, 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
                                         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 23rd & 24th, 2008. 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.
                                  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 4th 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 2005. The event now brings premier music talent to
Las Vegas on Halloween weekend each fall.
III. SITE PLAN
                               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.
                             V. GENERAL FESTIVAL INFO
Festival Dates:
        - Saturday, August 23rd & Sunday, August 24th, 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
                                  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.
25th Ave & Fulton St.
The Great Hwy & JFK Dr.
MLKing Jr. Dr. & Crossover Blvd.
26th Ave. & Fulton St.
30th Ave. & Lincoln Way

Communication:

We will have an email database of all ticket holders and will send an email 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.
                                 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 95678
(916) 782-8877
http://www.neswest.com
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.
35-40 and will include the following positions per day:

        -   2 doctors
        -   6-8 certified nurses
        -   27-30 general EMT’s

Rock Medicine, Haight Ashbury Free Clinics Inc.
612 Clayton Street
San Francisco, CA 94117
415.646.5474
http://www.RockMed.org
contact: Wes Field, Chief Safety Officer
                            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 Greek-
goers 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.
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.
                                IX. CONTACT
Another Planet Entertainment:

Allen Scott
Vice President
Another Planet Entertainment
Tel: 415-864-0815
allen@anotherplanetent.com


Gregg Perloff
CEO
Another Planet Entertainment
Tel: 415-864-0815
gregg@anotherplanetent.com


Sherry Wasserman
President
Another Planet Entertainment
Tel: 415-864-0815
sherry@anotherplanetent.com

				
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