Draft 7/17/18

City of Pacifica Beautification Advisory Committee

Mural Subcommittee

‘KEEP PACIFICA BEAUTIFUL THROUGH PUBLIC ART’ PLAN INTRODUCTION Public art contributes to the overall vitality of a community. Public art, including murals,

enhances the community landscape and environment, creates a sense of place and

community pride, attracts tourists, enhances the visitor experience, and contributes to

the overall economic development and business environment of the community. The

development of murals and public art create a valuable community experience that

engages community groups, citizens, business owners, property owners and artists in

creative ways that contribute to the color, beauty, history and culture of the community.

Because of interest expressed by citizens in the community, the Pacifica Beautification

Advisory Committee (BAC) established a Mural Subcommittee (MSC) to study the

creation of a community mural program. The purpose of the subcommittee is to:

• Identify the level of interest in and feasibility of a coordinated public mural

program for the implementation of public art installations and murals in the

community in the context of the goals of the Beautification Advisory Committee

roles and responsibilities.

• Identify specific public sites/locations for potential public art and mural projects.

• Determine an appropriate process for the themes, design, approval,

implementation guidelines and sponsorship opportunities/funding sources for the

mural sites identified.

• Consider other public art opportunities as may be determined.

• Prepare a final report/plan and timeline including a recommendation for one of

the following: implementation of a public art/mural program for consideration by

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the BAC and City Council; a recommendation to not proceed with a public

art/mural program; or suggestions for alternative implementation processes.

The BAC appointed the following citizens, representing interested groups in the

community, to serve on the Mural Subcommittee:

Ginny Jaquith, BAC, Co-Chair Alan Ernat, BAC, Co-Chair Cindy Abbott, PBR Commission and Sanchez Art Center Linda Jonas, Rotary Club and Pacifica Historical Society Kathleen Manning, Pacifica Historical Society Paul Slavin, Pacifica Historical Society Peter Menard, Economic Development Committee Vicki Flores, Pacifica Chamber of Commerce

Mural Subcommittee Work Plan: As the MSC began its work to determine the viability of developing a mural program it became clear that the scope of the committee’s work should be broadened to encompass the overall concept of public art. The National Association of Public Art describes public art as “…a part of our history, part of our evolving culture and our collective memory. It reflects and reveals our society and adds meaning to our cities. …Public art is a reflection of how we see the world, the artist’s response to our time and place combined with our own sense of who we are, … and they create a chronicle of our public experience.” The MSC developed a work plan to identify and implement several important tasks to accomplish its objectives:

Broadened the scope of the MSC objectives to incorporate public art and to recognize the value of public art to the overall planning, design and management of public spaces

Identified criteria to evaluate the selection of potential mural/public art sites

Surveyed the community to identify existing murals and public art

Surveyed the community to identify potential public sites that met the identified site criteria and were appropriate for murals or public art installations

Created an online inventory of potential mural sites in the community

Reviewed existing City policies, regulations and ordinances related to mural installation and public art

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Met with the Planning Department staff to gain an understanding of existing ordinances and regulations that may relate to mural and public art installations

Reviewed the processes used to establish existing murals in the community

Reviewed mural and public art programs developed in other similar communities throughout California and other states

Reviewed existing mural and public art ordinances and application processes developed by other public agencies

Met with mural artists to understand the mural development process from the artist’s perspective

Researched potential funding and grant options for mural programs and public art

Established priorities for potential mural sites in the community

Established a list of resources available to assist in the implementation of murals and public art

Developed an overall plan that identified the themes, design, approval

process, implementation guidelines and sponsorship opportunities/funding

sources for mural and/or public art sites

PROGRAM CONCEPT – ‘KEEP PACIFICA BEAUTIFUL THROUGH PUBLIC ART’

As the MSC engaged in discussions and study of potential community mural programs

a concept evolved that recognized the value of public art and murals as part of a

broader community concept that encompasses beautification, art in public places, living

environments, community building and economic development. Public art and murals

help to create positive neighborhood environments, engage residents in community

building, add to the overall streetscape and increase economic development

opportunities. Public art and murals contribute to the overall sense of place, unity and

community pride and a continued desire for community stewardship and beautification.

The ‘Keep Pacifica Beautiful Through Public Art’ concept encompasses all sectors

of the community in a coordinated and focused effort to improve the overall environment

and beautification of the public spaces in the community. The ‘Keep Pacifica Beautiful

Through Public Art” concept does not include public art installations or mural sites on

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privately owned properties. The following sections of the report describe the

components of the public art/mural program developed by the MSC.

The City’s public art program would focus on soliciting for and implementing permanent

art projects at City-owned locations, based on the below guidelines and further

guidelines that may be developed, unless the City allocates funding for a broader

program of art in the community. In the event that funding is allocated by the City,

separate guidelines regarding the use of public funds would also be developed.

PUBLIC ART PROJECTS

Public Art Definition: For purposes of this report, public art is defined as “art in any media that has been planned and executed with the intention of being staged in the physical public domain, usually outside and accessible to all.” (Wikipedia) In this context, public art refers to installations for non-commercial uses only on public property. Guidelines for Public Art: As the concept of public art is broad and all-encompassing the MSC identified guidelines for the development of public art installations including:

Elevates the viewer’s awareness by stimulating curiosity, inspiration, reflection, opinion or feeling

Engages and creates interactive energy and vitality

All artistic styles, abstract or representational, are encouraged

Installations should be complementary to the selected location

Installations should be appropriate for the selected public place

Art should be the original work of the artist, or have permission of the original artist

Finished dimensions and weight are appropriate to site

Design and materials must mitigate any potential hazard to the public

Materials must be enduring; vandal and weather resistant – for all media

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Permanent installations are created in durable media (that can be viewed from all sides – for sculptures)

Sculptures not to exceed 10,000 pounds

Site Selection Process: The MSC did not specifically identify sites suitable for public art installations. Potential sites can include public buildings and parks, streets and sidewalks, open space and trail areas, and parking lots. MURAL PROJECTS

Definition of Mural:

For purposes of this report, murals will be defined as “as any piece of artwork painted or

applied or mounted directly on a wall, ceiling or other large permanent surface”

(Wikapedia). A mural in this context refers to public art installations for non-commercial

uses only on public property.

Criteria for Mural Site Selection:

The MSC identified criteria for the selection of potential sites for murals and public art

sites. The criteria were used to identify and evaluate individual sites through a

community site survey and the development of an online register of potential sites. The

evaluation criteria include:

Visibility of the site from walking and/or driving perspectives

Status of the building or site

Ease of painting and/or working on surface or mounting mural

Safety conditions for the installation and maintenance of the mural

Location in community

Impact of weather and natural elements

Current view, visual impact, focal points

Compliance with or considerations of city ordinances or regulations

Leverage of site in creating an overall, big picture impression

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Neighborhood support for the site and mural

Significance and meaning to the community

Tourist attractiveness – enhancement of and accessibility to visitor serving areas

Historical value and status of building or site

Potential of site to create, improve or appreciate community space

Size value

Artist evaluation of the site

Site Selection Process: Members of the MSC worked in teams to survey all neighborhoods and districts in Pacifica to identify potential sites for murals and public art installations using the established site selection criteria. Results of the survey generated:

A comprehensive list of existing public art and mural installations in the community

A comprehensive list of potential public sites that meet the established criteria for public art or mural installations.

This list is included in an online data base which includes photos and descriptions of each site and in the appendix of this report. The MSC then evaluated the sites to identify those considered to have the highest priority for development. Those sites identified as high priorities included: Mural Subcommittee Mural Priority Projects

Site Name

Description

Pump Stations Palmetto Avenue at Brighton Ave. in small pocket park Rockaway Beach in north parking lot adjacent to entrance to quarry walking trail.

Community Center Exterior west facing walls adjacent to Crespi parking lot

Clarendon Underpass Walls of Highway 1 underpass on Clarendon Ave. between Oceana Blvd. and Francisco.

Sharp Park Road South facing retaining wall adjacent to west bound lanes at Highway 1 overpass, across from Lundy Way.

Public Traffic Utility Boxes Street-side traffic utility boxes adjacent to sidewalks throughout the community owned by the City.

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ANALYSIS OF EXISTING CITY REQUIREMENTS The MSC met with a representative of the Pacifica Planning Department and reviewed current design review guidelines and a previously proposed draft public art ordinance developed by the PB&R Department. The Pacifica Municipal Code (PMC) defines a mural only in the context of “a picture or decoration which is painted on, or otherwise applied directly to, an external wall for commercial purposes.” (PMC Section 9-2902(af)). The PMC does not address murals developed for non-commercial purposes. There are no current city requirements or planning guidelines related to public art installations. PROCEDURES FOR ADOPTING A PUBLIC ART OR MURAL PROJECT Public Art/Mural Project Administration: The MSC proposes that a Public Art/Mural Committee (PAM) be established and charged with the responsibility for implementing a ‘Keep Pacifica Beautiful through Public Art’ program in the City of Pacifica based on the recommendations and guidelines presented in this plan. The Public Art/Mural Committee would be a 9-member subcommittee of the Beautification Advisory Committee and include representatives from the following suggested organizations and community members:

Parks, Beaches and Recreation Commission

Beautification Advisory Committee

Economic Development Committee

Sanchez Art Center

Pacifica Historical Society

Chamber of Commerce

Local mural artist-2

Community member-3 Members of the Public Art/Mural Subcommittee (PAM) would be appointed by the respective City and community organizations interested in participating in the public art

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and mural program. Artists and community representatives would be interviewed and selected by the Beautification Advisory Committee utilizing the existing city commission/committee recruitment and appointment process. All committee members would serve 4-year terms and be active voting members of the PAM committee. The PAM would be responsible for administering the Public Art/Mural program including:

Preparing or approving solicitations for art installations at City-determined locations.

Promoting the ‘Keep Pacifica Beautiful Through Public Art’ program throughout the community

Outreaching to and coordinating with community groups, individuals and businesses to sponsor murals or public art installations

Maintaining a registry of interested and qualified artists

Working with the sponsors and artists to develop their project proposals as needed

Reviewing and approving mural/public art project proposals to ensure projects comply with all applicable PAM and city guidelines and requirements

Assisting sponsoring groups in the implementation of the project

Developing and continually reviewing the administrative procedures and processes for the implementation of PAM projects including the roles and responsibilities of sponsoring entities.

It is further recommended that PAM, in its initial implementation work consider the development of several important elements to the mural/public art program including:

Develop a City ordinance related to the development of murals and public art

Develop a tour guide or brochure that promotes and presents existing and new murals and public art installations that can be made available to residents and tourists visiting the community

Develop an online application that promotes existing and new murals and public art installations in the community

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Develop a plan to obtain funding for murals and public art installations in the community.

Mural/Public Art Project Application Procedures:

The MSC identified suggested application procedures for mural or public art projects based on procedures developed by other public agencies and a previously drafted city ordinance. Applicants are encouraged to attend a MSC meeting to discuss initial proposals for a mural or public art project before submitting a project application. The following elements are proposed to be incorporated in the application process:

Brief description of the project concept, objectives, relevance to the community and highlights or unique features

A conceptual drawing of correct proportions of proposed art or color photo of existing work to be installed in project

Photos of project installation site

Resume and images of the artist’s work

Description of how the project will be completed including the timeline, use of volunteers, etc.

Description of how project will be installed including materials to be used and installation process

Price quote cost of project including artist’s fees, labor, materials, installation costs as appropriate along with sources of project funding

Describe the process for notifying the surrounding community and obtaining their input

Acceptance of compliance with all policies and procedures established for the ‘Keep Pacifica Beautiful’ Public Art/Mural program and applicable city requirements

The project application will be reviewed by PAM to ensure that all application requirements have been met, the proposed project meets the established installation guidelines and the applicant understands the responsibilities of sponsorship before the project is considered for approval. PAM may require additional information or revisions from the applicant, ask for additional community input, or for a peer review of the project from selected artists before taking final action on the application.

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ARTIST INVOLVEMENT AND SELECTION PROCESS The MSC recognizes that the involvement of public art/mural artists are critical to the

success of not only individual projects, but are a critical factor in the success and

implementation of the overall public art/mural process. The following processes can be

used to invite artists to participate in ‘Keep Pacifica Beautiful Through Public Art’

program projects:

Invite artists to apply for inclusion in a public art/mural artist registry. The

prequalified artist pool would be available to project sponsors to draw from as

projects are approved. Types of projects (murals, other public art) to be

determined in advance of the application period.

Establish a ‘Call for Entry’ process for specific projects to provide opportunities

for artist involvement.

Encourage personal recommendations by a sponsoring entity of an artist who

meets the qualifications determined by the Public Art/Mural Committee (PAM).

Artists can be asked to participate in a peer review process to provide input on

selected public art/mural proposed projects.

Artist Qualification Criteria:

The following describes the criteria developed by the MSC for artists interested in

participating in the ‘Keep Pacifica Beautiful Through Public Art’ program.

Open to artists residing in San Mateo, San Francisco, Santa Clara, Santa Cruz,

Alameda, Contra Costa, Marin, Napa, and Sonoma Counties.

Established, mid-career and emerging artists who have completed other mural /

public art projects.

An Artist’s Statement of Interest, noting relevant past-experience, conceptual

approach for design and materials, and other information to highlight the artist’s

work and career.

Artist Resume and portfolio of 3 – 7 examples of previous work will be required.

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Signed Visual Artists Rights Act (VARA) and California Art Preservation Act

(CAPA) waiver and other documents deemed necessary by the City of Pacifica.

The MSC recognizes the value and importance that artists play in the development and implementation of a public art/mural program. The MSC encourages project sponsors to include artist remuneration in the PAM project budget. FUNDING OPPORTUNITIES: The MSC considered a variety of opportunities for public art/mural projects and identified several options that provide a range of funding from funding for individual projects to providing a long-term source of funds for the implementation of public art and mural installations throughout the community. The following list describes the funding options that should be explored and implemented in support of the ‘Keep Pacifica Beautiful Through Public Art’ program.

Sponsorships from individuals, community organizations or businesses for specific public art or mural projects.

Development of grant funding proposals for submission to corporate, governmental and arts-related foundations for funding of specific public art projects and/or a community-wide public arts/mural program.

Development of a city policy that provides for 2% of the Pacifica Capital Improvement Project Fund to be designated to the development and implementation of the public art/mural program.

Creation of a 2% for Public Art fund that requires a development in-lieu fee on all approved development projects valued over $5 million.

RECOMMENDATIONS The Public Art/Mural Subcommittee makes the following recommendations for consideration by the Beautification Advisory Committee and the City Council for the implementation of the ‘Keep Pacifica Beautiful Through Public Art’ Program:

The City Council adopt the proposed ‘Keep Pacifica Beautiful Through Public Art’ program and plan to incorporate public art and murals throughout the community.

The City Council establish a nine-member Public Art/Mural Subcommittee (PAM), as a subcommittee of the Beautification Advisory Committee, charged with the responsibility for the promotion, coordination, implementation, and

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evaluation of the ‘Keep Pacifica Beautiful Through Public Art’ plan consisting of representatives from suggested community committees and organizations such as the Parks, Beach and Recreation Commission, Economic Development Committee, Beautification Advisory Committee, Pacifica Historical Society, Sanchez Art Center, Chamber of Commerce and, two artists and three community members appointed by the BAC.

The City Council charge the Beautification Advisory Committee and Public Art/Mural Committee with the implementation of the ‘Keep Pacifica Beautiful Through Public Art’ program and plan as described in this document.

Respectfully Submitted, Members of the BAC Public Art/Mural Subcommittee 5/3/17 Revised 6/26/18 Revised 7/17/18 Approved/Revised by Beautification Advisory Committee: August

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APPENDIX I

POTENTIAL MURAL SITES 2016-17 SURVEY

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SHARP PARK

Clarendon under Highway 1 Two large retaining walls under Highway 1, one facing south and one facing north. Might be a good place to preset some area history or to help folks navigate the neighborhood. Major access/exit to Sharp Park neighborhood. Might be a nice place to highlight seawall or golf course. Great visibility to all kinds of traffic on or around Clarendon Ave., but not visible from Highway 1. Sidewalks below walls, so nothing interfering with access to painting them. No other major visuals to compete with. 1810 Francisco Blvd. City of Pacifica PBR and Planning Department. Side and back walls Could create two murals with storage building and create an engaging space enhancing visitors to the city's buildings and Pacifica Coastside Museum. Part of the city's current "civic center" with visitors to Planning Dept.; Parks, Beaches and Recreation; and City Hall. Also, visitors to the Pacifica Coastside Museum. Visibility driving north on Francisco Blvd. Visible walking on Francisco Blvd and Salada Ave. Some limited visibility driving north on Highway 1. Safe location; off street. Would possibly need to redirect cars for parking during time of working on the mural. 171 Salada Avenue City of Pacifica storage building behind City Hall together with mural on PBR / Planning Dept. building. Part of City of Pacifica civic center property; visible to visitors to the Pacifica Coastside Museum. Visible from cars on Francisco Blvd. Visible to pedestrians on Salada Ave. and Francisco Blvd. Safe area, trees may need to be trimmed, cars may need to part elsewhere during prep and painting. 2100 Beach Blvd. Current usage: Chit Chat Café at the Pier Would developer of Beach Blvd. property fund? Highly visible location - gateway to the pier - centerpiece on Beach Blvd. Unobstructed visibility driving south on Beach Boulevard and to hundreds of walkers along the Beach Boulevard promenade. Also, across from the to be developed Beach Blvd. property. Extreme weather / surf conditions at times. Clarendon Avenue / Oceana Avenue / Francisco Blvd Freeway underpass walls on both sides of Clarendon, flanked by Oceana and Francisco Sharp Park City of Pacifica and/or Caltrans Major access point to the area from Highway One. Excellent visibility coming north off Highway One; going south on Oceana and Francisco. Active walking on Francisco and Oceana to berm, ocean and small shops. Relatively safe as sidewalk is between wall and street. Some caution needed, particularly if scaffolding needed for height. Brighton and Palmetto City of Pacifica Pocket Park & Pump Station Local neighborhood spot; could be more attractive to families for play if improved. Visible driving on Palmetto Avenue - Increased traffic potential as Palmetto streetscape is implemented. Need access for pump station functions. One story, minimal groundcover surrounding. Montecito and Palmetto Walls of the former wastewater treatment plant (see photo above) Development of the site to include provision for public art during construction and after completion. Major site in Pacifica. Active driving and walking route along Palmetto. Only two-way street between Beach Blvd and Palmetto. Location of

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temporary art potentially to be put up before / during proposed development of site.

2000 Oceana Blvd. Wall below ramp up to the bus stop on highway 1 Not super visible, but offers a nice canvas to brighten everyone's day in that neighborhood. Visible from those on Oceana Blvd and those coming out of the neighborhood below Gypsy Hill.

1300 Oceana Blvd. Large retaining wall below Sam's Castle and next to Eureka Square bus stop. Would be a great way to call attention to the castle and other neighborhood history. Visible to Oceana traffic and pedestrian bridge over Hwy 1

Sharp Park Road Retaining Walls Two walls on Sharp Park Road at overpass and further east on road

ROCKAWAY BEACH

The Pump House In parking lot between hotel and access to Calera Creek Parkway. All four sides of building conducive to mural.

LINDA MAR

Community Center West wall facing Crespi parking lot and Portola statue. Key location for 2019

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celebration of Portola discovery of San Francisco Bay

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PEDRO POINT