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388 19th Street  Oakland, California 94612
DOA Phone 510.238.1122  LMUDA Phone 510.452.4529  Fax 510.452.4530  
YTD DISI Budget Snapshot - June 2017

DISI Actual Budget Variance Actual Budget Variance Perm/Temp Variance Comments
Marketing $15,401.07 $22,500.00 $7,098.93 $14,630.53 $22,500.00 $7,869.47 Favorable TV. Difference between DOA
and LMUDA as a result of credit that was
not properly recorded in 2016.
Misc. $0.00 $250.02 $250.02 -$27.44 $250.02 $277.46 Favorable TV. Difference between DOA
and LMUDA as a result of credit that was
not properly recorded in 2016.
Arts and Culture $0.00 $2,499.98 $2,499.98 $0.00 $2,499.98 $2,499.98 Favorable TV. This line item has
historically been exclusive to funding the
Art and Soul Festival that occurs in
CBD Sponsored Events $2,500.00 $2,499.98 -$0.02 $2,500.00 $2,499.98 -$0.02 Includes sponsorship of Bike to Work Day.

Total DISI $17,901.07 $27,749.98 $9,848.91 $17,103.09 $27,749.98 $10,646.89

Category Annual Budget (same for each district)
Marketing 45,000.00
Misc. 500.00
Arts and Culture 5,000.00
CBD Sponsored Events 5,000.00
Total 55,500.00

Event Sponsorship Proposal
17thAnnual Art + Soul Oakland 2017
Saturday, August 19 and Sunday, August 20

Please provide your contact information and a brief introduction of yourself and/or your

Primary contact: Samee Roberts, Executive Director

Name of organization: Art + Soul Oakland/Heart of the Town Events

Name of Event: Art + Soul Oakland 2017

Address: P.O. Box 70174, Oakland, CA 94612

Phone: (510) 550-4804

City of Oakland Contact Jim MacIlvaine, Special Events Coordinator


Phone: (510) 238-2933


Amount Requested: $10,000 ($5,000 from each of the two districts)

SS and/or Tax ID #: 75-3238481

Your sponsorship dollars will go to Art + Soul Oakland, a California 501(c)(3) nonprofit entity.

Please clearly describe, in detail, the mission/purpose of the event. Please also provide a
brief history, if applicable.
The Art + Soul Oakland festival was established in 2001 to fuel downtown revitalization by
drawing critical mass for a two-day music, arts and cultural celebration showcasing the best of
Oakland/East Bay art, music and culture. Named among the top 12 must-see summer festivals in
Northern California by the San Francisco Chronicle, Art + Soul is centered in and around Frank
Ogawa Plaza, encompassing 10 strollable city blocks. The 12th Street/City Center BART station
provides direct access to the festival grounds.

Oakland’s flagship annual festival, Art + Soul features art, food and live music and dance on four
stages. National recording artists and top Oakland/Bay Area bands are featured, performing live
Blues, R&B, Funk, Soul, Rock, Jazz, Latin, Gospel and World sounds, among others. Scores of
artisans showcasing handcrafted works line the streets for guests to peruse. A massive Family
Fun Zone (largest of any festival in Northern California) features kid-friendly carnival rides,
interactive art projects with Oakland-based organizations, face painting, and a massive play area.
Beer and wine in addition to a wide variety of food vendors, artisans and community
organizations will also be featured. Admission is just $12.00 for adults; $7.00 for seniors and
youth ages 13-17; children 12 and under are admitted free.

Art + Soul Oakland has garnered considerable acclaim including numerous Best Annual Event
awards from the East Bay Express, and Best Cultural Event awards Oakland Magazine, and was
named the nation’s 6th best annual festival in Essence magazine, among other accolades.

2017 festival details:

Music, Music and more Music: As in past years, live music will be a major focus, with booking
commenced and headliners to be announced publicly the week of June 12. This year’s lineup will
continue the festival’s proud tradition of showcasing a vast treasure of local talent. Last year’s
Oakland-based lineup included a stellar homecoming concert by chart-toppers Tony Toni Toné,
up-and-coming local R&B sensation Samaria, and the show-stopping John Brothers Piano
Company. In all, nearly 90% of the musical groups invited to perform at the festival hail from
Oakland. This year’s Saturday main stage program will feature national recording artist Goapele,
2017 Grammy-nominees Los Rakas and Raphael Saadiiq protégé Adrian Marcel. The Sunday
main stage will be headlined by neo-soul star Angie Stone, whose 2007 performance remains the
festival’s largest single draw to date. Supporting acts for Sunday’s main stage will be announced
by July 1.

As always, great music can be found on all the festival’s stages – including the return of the
popular blues and gospel showcases – and the addition of a new street scene-style music pod that
will feature, among others, an all-Oakland lineup including the John Brothers Piano Company
(back by popular demand), Midtown Social, Kenya B Trio, and Grand Avenue Soul, the lively
house band for the Eat Real Festival.

Two days of Dance and Performance Art: Art + Soul puts dance front and center on both days
of the festival. YAK to the Bay returns on Saturday, with its high-flying turf and all-styles dance
battle featuring top Bay Area dancers competing for prizes. Oakland’s Carla Service/Dance-a-
Vision will again host the multicultural dance stage on Sunday featuring modern, hop-hop, jazz

Art + Soul 2017 Sponsorship proposal
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and other styles. The standing-room-only circus stage presented by Oakland’s acclaimed Kinetic
Arts Center will bring high-flying aerialists, contortionists, acrobats and clowns both days.

Please describe how your project will directly benefit the merchants and property owners
in the district.
The festival directly benefits the merchants and property owners in the district by bringing a
critical mass of people to the core of downtown on an otherwise quiet weekend; raises the profile
of downtown as a regional destination for arts, culture and entertainment; generates upwards to
$1million in free publicity for downtown and Oakland; connects residents and visitors with
downtown and provides a safe, comfortable environment for cultural enrichment and expression;
supports the free Broadway Shuttle; and casts a favorable light on downtown and Oakland in
general. The Oakland Central logo is featured prominently alongside the City of Oakland as
co-presenters all in festival marketing, which extends all over Oakland, surrounding cities and
throughout Northern California.

This year, the festival would like to partner with Oakland Central and East Bay Express to promote
its August 17 Best of the East Bay event in Latham Square as the official kick off to Art + Soul 2017.
We have other ideas for enhancing the Oakland Central brand that we’d like to discuss as well.

Please outline how your project will improve the image of the Oakland Central in a
demonstrable way.
Please see above and below

Please describe what marketing strategies you will employ to advertise your project and
how your project plans to advance the Oakland Central brand.
The festival is supported by a sizeable marketing budget which includes outdoor, print, radio,
television and online advertising throughout Northern California. Key outlets include KBLX, Bay
Area News Group papers, Oakland Magazine, Yelp, SF Chronicle, East Bay Express, Oakland Post,
etc. Beyond that, our media partners contribute additional free advertising support. We also have
an aggressive social marketing strategy that is attracting a very diverse Facebook community. The
Oakland Central logo is featured alongside the City of Oakland in all marketing and publicity.

Please provide a description of your target audience.
Target audiences include: local residents, Bay Area residents and visitors, Northern California
residents and visitors, Central Valley visitors in addition to visitors from all over California and
even some who travel from out-of-state. The festival is programmed to draw families, young
adults, seniors - pretty much every age group and ethnicity!

Please attach an outline of how you intend to use your sponsorship dollars if approved, as
well as a detailed budget projection.
The Oakland Central funds will be used primarily for marketing as per above. The funds will help
attract a broad, diverse audience that will gain a favorable impression enjoying what Oakland
Central has to offer both during festival weekend and year-round.

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Special note from the producers: We at Art + Soul Oakland deeply appreciate the support that
Oakland Central has provided us over the years. We literally could not do this festival without
your generous sponsorship. We thank you from the bottom of our hearts and look forward to
partnering to make this year’s festival a source of tremendous civic and community pride!

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