City of Hopkins - HCA porposal to the City
,
. Hopkins Center for the Arts, Inc.
Proposal to the City of Hopkins
3/1/04
We have identified three sources of income as those with the most potential to increase
monies paid to the City in support of the facility. Therefore, we propose the following:
PROPOSAL #1: HCA, Inc. will pay the City of Hopkins SPACE USAGE FEES based on
100/0 adjusted gross ticket income to HCA, Inc. events in the mainstage theater and
50/0 gross ticket income to HCA, Inc. events in the Jaycees Studio and other facilities
(galleries remain exempt from space usage fees).
Note: Adjusted gross ticket income equals the gross ticket income less a 25% rebate due to
community partners on tickets purchased by their members,
PROPOSAL #2: 100/0 MEMBERSHIP DUES paid to HeA, Inc. will be given to the City
for supporting the facility (this includes individual memberships and business
memberships, business memberships defined as contributions of less than $500)
e
PROPOSAL #3: revenue from an ANNUAL FUNDRAISING EVENT spearheaded by
HCA, Inc. will be shared with the City on a sliding scale of net income as follows -
Shared percentage Amount raised
50% first $0-20,000 raised ($5,000 min, to the City)
then, 25% $20,001-50,000
then, 10% $50,001-100,000
finally, 5% over $100,000 (we can dream!)
ex.: $75,000 net Income (gross income less total expenses)
$10,000 on first $20,000
7,500 on next $30,000
2,500 on next $25,000
$20,000 is given to the City of Hopkins
Summary:
Based on the past few year's experIence and on feedback by marketing consultants, the
areas with the most potential for income growth are mainstage ticket sales and
memberships. Therefore, we feel these two incomes should form the basis for revenue
sharing with the City. The third area which can only grow IS revenue from a fundraiser.
See attachments for past experience and future projections,
. 1
. 2
Monies Paid by HCA, Inc. to City of Hopkins
Under Current Cooperative Agreement
Currently, revenues are generated for the City of Hopkins through: (1) space
usage fees, and (2) shared cooperative revenues.
Space Usage Fees:
Currently based on 5% expenses for mainstage theater use and 10% expenses
for use of other facilities (galleries are exempt).
Three year history:
Date Amount Paid Period Covered
2001 7/24/01 $ 2,224 Jan- June 2001
7/24/01 1,389 fundraiser 6/01
12/20/01 1,683 July-Dee 2001
$ 5/296
. 2002 7/16/02 $ 2,622 Jan-June 2002
5/8/03 1,878 July-Dee 2002
$ 4,500
2003 7/2/03 $ 2,724 Jan-June 2003
estimate 2,862 July-Dee 2003
$ 5,586
Cooperative Shared Revenues:
Currently based on 50% net revenue for each fiscal year. HeA, Inc. has not paid
the City any revenues under this policy.
.
. Hopkins Center for the Arts, Inc, 3
Projected City Revenues Under Proposal
2003 2004 2005 2006 Maximum
SPACE USAGE FEES:
Projected subscription series gross ticket sales 69,576 76,533 84,186 88,290
Jan-June 44,284 48,712 53,583
July-Dee 25.292 27.821 30,603
Projected annual adjusted gross ticket revenue 68,751 75,683 83,311 83,385
,~-<!~_~~i~~_~~~_Jl~~_~~_!~~~~!_~~J~_~____________________ ----...........- -----~!~!..~ ___J.'_~~_~ .___?1~~~ --------~!.~~-~
Projected film series gross ticket sales 4,000 4,800 5,760 18,900
,~_<!~_9~_~~_~_~~~~_~~_~!~~________________________________ 400 480 576 --------~!.~~-~
--------- ----------- ...........--...----- .---------
Projected Edge series gross ticket sales 1,500 1,875 2,344 5,040
,~~(~-~~~~?_!!~-~~!_~~)~~--------------------------------- 75 94 117 252
.-...------ ----------- ----------- ._--------. --------------
Total space usage fees to City of Hopkins 5,491 7,350 8,137 9,024 10,480
MEMBERSHIP DUES
Projected total membership revenue 11,500 13,800 15,870 25,000
10% membership revenue - to City of Hopkins 927 1,150 1,380 1,587 2,500
. FUNDRAISING EVENT(S)
Projected total net income 10,000 12,000 15,000 50,000
Return to the City of Hopkins 5,000 5,000 6,000 7,500 17,500
TOTAL PROJECTED REVENUES TO THE CITY 11,418 13,500 15,517 18,111 30,480
.
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. 4
Notes - Revenue Projection Under Proposed Agreement
Hopkins Center for the Arts, Inc.
General assumptions:
. assumes no increases in ticket prices or in membership dues over the next three
years (.)
. assumes no new programming over the next three years
. space usage fees are included for ongoing programs only for purposes of this
projection; actual fees due to the City may fluctuate up slightly due to one-time
events or activities
. maximum saleable seats in the mainstage theater is assumed to be 681 (6,507
seats per series less 200 Cornerstone, 90 artist and 90 house comps = 6,126;
6,126 divided by 9 events = 681)
SPACE USAGE FEES:
Re: subscription series gross ticket sales
. 2004: Jan-June is current budget projection and July-Dee reflects 15% increase
over fall 2003
. 2005,2006: reflects a 10% increase over previous year
. . maximum revenue: 9 events x 545 (80% saleable seats) = 4,905 tickets x $18
(ave. price) = $88,290 maximum gross ticket sales
Re: subscription series annual adjusted gross
. 2004: gross ticket sales less $825 paid in rebates to Community Partners based
on current season experience
. 2005, 2006: reflect modest growth in Community Partners program so that $850
is paid out in rebates in 2005 and $875 in 2006
. maximum: 100 community partner tickets x 9 events = 900 x $18 (ave. price) -
$16,200 x 25% rebate rate = $4,050 total rebates; $88,290 less $4,050 =
$83,385 maximum adjusted gross
Re: film series gross ticket sales
. assumes 20% increase in 2005, 2006
. maximum gross sales: 9 events x 300 seats x $7 (ave. price) = $18,900
Re: The Edge gross ticket sales
. assumes 25% increase in 2005, 2006
. maximum gross sales: 9 events x 80 seats x $7 (ave. price) = $5,040
(1) Adult single event ticket prices are increasing from $22.50 to $24.00, and premiere ~eason packages are increasing from $158 to
..165 in fall, 2004. This will result in $1,108 more in ticket income from the concert series In calendar year 2004 than IS shown on page
($111 more to City; $997 to HCA, Inc.)
. (notes, continued) - 5
MEMBERSHIP DUES:
Re: total membership revenues
. HISTORY
Year $ - Individual mbrs. $ - Business mbrs. Total $'s
2000 $ 2,340 $ 0 $ 2,340
2001 7,730 100 7,830
2002 9,235 1,750 10,985
2003 9,265 1,650 101915
. assumes modest increase in 2004 and then increases by 20% in 2005 and 15%
in 2006 (approx. 550 individual and business members by 2006)
Re: maximum membership income
There are natural plateaus and a ceiling with membership programs. There is a point
where the effort to gain new memberships outweighs the results or, put another
waYI where the resources put towards obtaining $15 and $25 memberships could be
used more productively in other fundraising areas, Given thatl it is hard to predict a
maximum income that can be derived from memberships.
We can compare ourselves to a similar organization and see where we may be
headed. The Phipps Center for the Arts is similar to us in that it has visual art
. exhibitions and performing arts series. According to their 2001 annual reportl at that
time they had about 700 individual members and about 52 business members.
Based on this, it seems that a goal of 800-1/000 members is ambitious but doable.
An individual membership of close to 900 and a business membership of about 50
would result in about $25/000 membership income which we are using as our
maximum for purposes of this projection.
FUNDRAISING EVENTS
Assumes 20% increase in revenue from 2004 to 2005 and 25% from 2005 to 2006.
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