REPORT TO COUNCIL

SPECIAL ADVISORY COMMITTEE ON CULTURAL COMMUNITIES

April 3, 1998

RECOMMENDATION AND CONSIDERATION

1. Cultural Harmony Award File: 3055

On December 5, 1995, Vancouver City Council approved the creation of an annual Cultural Harmony Awards recognizing an individual and an organization who have made outstanding contributions promoting cultural harmony in the City of Vancouver. The awards are supported by City Council and the Park Board.

In 1996, David Diamond of Headlines Theatre, an anti-racism activist, received the inaugural award for the individual category. The Early Childhood Multicultural Services Society received the award for the institution category. In 1997, the individual award went to Gabriel Yiu, a community journalist and broadcaster. The institution category was awarded to Mount St. Joseph Hospital. Each award recipient received a framed certificate, in addition to a tree planted in a civic park with a plaque recognizing each recipient’s contribution.

Vancouver City Council supported the Cultural Harmony Awards by hosting the event and allocated a $400 annual budget to implement this award. The Vancouver Park Board committed to donating the trees annually. In September 1997, the Vancouver Park Board approved the creation of a Cultural Harmony Grove on waterfront parkland near the south end of the Burrard Street Bridge, adjacent Burrard Marina, at a cost of $10,000 to design and construct the site. The design of the Cultural Harmony Grove translates the theme of cultural harmony into a collection of trees from different parts of the world, symbolizing the value of diversity. Eight trees will be planted initially for immediate impact, and thereafter, two additional trees, honoring the recipients, will be added each year. A large plaque will also be installed at the entrance to the grove, describing the special significance of the space and acknowledging all sponsors and partners.

Clause 1 Cont'd

Last year United Way of the Lower Mainland co-sponsored the Award. They participated in the planning and production of the event, and contributed $800. This year the Special Advisory Committee on Cultural Communities has again submitted a request to

the United Way for their sponsorship. However, United Way is currently going through a re-organization process and has not responded to our request. The Committee has also approached local media to consider sponsorship of this event. It is intended that such

sponsorship will involve promotion and coverage of the event in programming. We are requesting Council’s authorization, and the help of staff who are familiar with the City’s sponsorship guidelines, to negotiate a mutually acceptable agreement regarding partnership in this project.

The establishment of a permanent Cultural Harmony Grove will no doubt enhance the visibility of the Awards, as well as cement an historic relic for the City, demonstrating Council’s commitment to diversity. The Committee would like City Council to embrace the Cultural Harmony Award as an annual City initiative, and not just a Special Advisory Committee initiative. Therefore we request Council provide necessary resources to implement the annual award, including :

·staff to work in collaboration with the present and future Special Advisory Committee;

·communication staff to identify appropriate City’s venues to announce and publicize the award;

·production of an information brochure that can be used annually;

·advertisements placed in local community papers and ethnic papers to solicit nominations for the award and to ensure adequate public awareness of the event; after the first year, only basic advertising needs to be done as the community become aware of the award.

It has been our experience, in the past, that press releases are not necessarily used by the media. In order to ensure adequate public awareness and publicize the City’s commitment to promoting cultural harmony, some advertising is essential.

Clause 1 Cont'd

The Committee is in the process of designing the program brochure and plans to send out program information in the month of May, with the nomination deadline set for June 22, 1998. The adjudication and selection for the awards will take place in July. The jury selection will be done once our partnerships have been confirmed. The award ceremony will be held at the Cultural Harmony Grove on September 25, 1998, coinciding with the official opening of the Grove.

This year we anticipate an increase in financial need for the event due to the creation of the Cultural Harmony Grove, and the opportunity to launch a high profile event to demonstrate the City’s commitment as well as increase public awareness. There will be an additional cost for the entrance plaque, printing of a program information brochure that could be used annually, and advertising in local community and ethnic papers.

The proposed additional budget for the 1998 Cultural Harmony Award is as follows:

Large entrance plaque (one time expense) $ 500

Printing of 10,000 program brochures (one time expense) $2,000

Initial advertising campaign (one time expense)

Print 5"x 5" advertisement in 5 community papers & 6 ethnic papers $3,000

Total : $5,500

In 1996 City Council approved a $400 annual budget to create this award. With the establishment of the Cultural Harmony Grove and in an effort to create a higher profile to further promote the award, the committee will be requesting an additional $800 to be added

to the annual Cultural Harmony Award budget, totaling $1200, to start in 1999.

The proposed basic annual budget for the City’s Cultural Harmony Award is as follows: (starting 1999)

Award certificates and small plaques $ 350

Award ceremony & reception $ 350

Advertising $ 500

Total : $1,200

Clause 1 Cont'd

The Special Advisory Committee will continue to pursue sponsorships and donations from United Way, businesses and community organizations to cover additional costs such as event promotion, rental of equipment and furniture for the ceremony and other miscellaneous expenses to enhance the event. All Award nominees, Council members, Park Board members, and Community group representatives will be invited to the award ceremony and reception on September 25, 1998.

Therefore, the Committee

RECOMMENDS

A.THAT Vancouver City Council approve the Cultural Harmony Awards as an annual City event and commit staff resources to implement the event.

B. THAT a one time budget of $5,500 be approved to fund the 1998 Cultural Harmony Awards Program to cover the following items :

(i) entrance plaque $ 500

(ii) program brochure $2,000

(iii) advertising campaign $3,000

C. THAT an additional $800 be added to the annual Cultural Harmony Award

budget starting in 1999.

D.THAT funding for the above be allocated from Contingency Reserve, and added to the City Clerk's special occasion budget.

"Eleanor Atienza"

Chair

Special Advisory Committee

on Cultural Communities

COMMENTS OF THE CITY MANAGER

The development of the Cultural Harmony Award, supported by Council and the Park Board, has been important in recognizing outstanding groups or an individual promoting cultural harmony.

The City Manager submits for Council's CONSIDERATION recommendations A, B, C and D.

The Special Advisory Committee on Cultural Communities is to be congratulated on this innovative tribute to the community. However, the request for additional funds to promote the Cultural Harmony Grove is not supported by the City Manager. The City Manager suggests that there are other options available for promoting the award such as public service announcements, community association newsletters, and other City-wide publications including the intranet and internet. Program promotion can be also done through sponsorships. This is an award that has been sponsored by the Committee of Cultural Communities, in which staff have assisted. Council should note that recommendation A seeks formal City sponsorship and commitment of staff resources.

Council may wish to consider the following recommendation as an alternative:

E.That a one-time budget of up to $500 be approved for an entrance plaque to the Cultural Harmony Grove, to be allocated from Contingency Reserve. * * * * *

(c) 1998 City of Vancouver