Westminster City Council
SUBJECT
Title
Update on the Rose Center Venue Operator(s) Procurement Process and Timeline.
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From: Christine Cordon, City Manager
Requested by: Administration
Prepared by: Shaunna Hunter, Senior Management Analyst
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RECOMMENDED ACTION
Recommendation
A. Receive and file the update; and
B. Provide direction to staff regarding the preferred business model, process, and timeline for the Venue Operator Request for Proposal for the Westminster Rose Theater and Banquet Facility - a Multicultural Center.
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BACKGROUND
In 2025, the City initiated a study with TheatreDNA to conduct an initial operational assessment which included extensive community outreach, stakeholder engagement, a comparative study of other venues in the region, and an analysis of current Rose Center operators. TheatreDNA is a nationwide firm that specializes in venue design and construction, operational efficiency studies, venue operations and management among other specialties. They have delivered over 360 projects and have decades of experience working with world-class venues and helping communities deliver facilities that consider the uses, performers, and vision.
At a Council Study Session on October 15, 2025, TheatreDNA presented the Rose Center Study and Operational Model report. On November 12, 2026, City Council received the report and provided direction to staff to initiate the following actions (Attachment 1):
1. Repurpose the Rose Center as a Multicultural Center that serves all non-profit organizations within the City.
2. Work with TheatreDNA and Council to develop operational requirements that will best serve the community’s interest.
3. Issue a Request for Proposal for a Venue Operator to manage the facility in accordance with the City’s established operational requirements.
4. Find a qualified operator to manage both facilities efficiently and effectively.
On December 18, 2025, City Council extended the Friends of the Rose Center Theater use of the Rose Center through June 30, 2026, with an optional up to three-month extension through September 30, 2026. City Council alternatively approved a 6-month extension through December 31, 2026 on April 22, 2026.
Beginning January 2026, staff worked with TheatreDNA consultants to facilitate interviews with the individual city council members to clarify Council’s goals for the Rose Center. TheatreDNA synthesized their findings from Council interviews and conducted an analysis.
At a Study Session on February 11, 2026 TheatreDNA’s findings were presented and City Council’s goals and vision for the facility were confirmed (Attachment 2). Council provided the following preferences for the development of the Rose Center Operator Request for Proposal (RFP).
City Council Goals and Operator Preferences
1. Attract a more diverse range of activities and users by internally re-branding the venue as Multicultural Center.
2. Increase use from a diverse representation of art forms, culture, and event types.
3. Option for one or two operators, but a preference for one operator.
4. Business model that covers City costs of utilities and maintenance, with profit sharing and rate increases.
5. Maintain City use of the theater and banquet facility.
6. Explore a rental subsidy program for non-profit use.
7. Consider incorporating a per ticket facility preservation fee.
TheatreDNA drafted an RFP that incorporated the goals of the City Council, while incorporating what they consider to be the minimum professional standards necessary to manage the Westminster Rose Center as a venue operator. Once the RFP was drafted, staff from Administration, Public Works, Community Services and Recreation, and the City Attorney’s Office reviewed and made corrections or adjustments to language as needed by each department.
In accordance with a fair and unbiased procurement process that is in line with the city’s purchasing policy and Government Code 53060 staff released the RFP entitled “Venue Operator(s) for the Westminster Rose Center Theater and Banquet Facility - a Multicultural Center” (Attachment 3). The RFP was posted on the City’s website, distributed to subscriber lists, and emailed directly to firms that had previously requested the RFP. TheatreDNA consultants distributed RFP through their professional networks and posted the link to the RFP through wide distribution channels; they also facilitated and responded to inquiries.
Venue Operator Minimum Requirements
Proposers (the entity or the individual firms that comprise a joint venture) must meet or exceed the following criteria per the RFP:
1. Must be legally capable of operating within the State of California and City of Westminster.
2. Must have attended the Mandatory in-person or virtual pre-proposal site tour.
3. Must have at least five (5) consecutive years of successful experience managing and operating public assembly facilities similar to the Westminster Multicultural Center, which have multiple venue types, preferably a performing arts facility and a conference-meeting facility.
4. It is preferred that proposers have experience in operating such a facility on behalf of a public entity, such as a City or County government, or public building authority.
5. It is acceptable that proposers possess the minimum qualifications themselves or they may rely on the qualifications of firms with whom they have merged, acquired, or have been acquired by.
Accommodation and Modifications to the RFP
• At the recommendation of TheatreDNA and in response to proposer inquiries, staff amended the RFP to include optional virtual site tours in lieu of the mandatory in person site tour. This amendment was released on April 10, 2026.
• The deadline to submit questions or requests is provided during the process for potential proposers to clarify any requirements and get additional information. The City did not receive any questions from potential proposers regarding the scoring or requirements of the RFP.
• The City reserves the right, at its sole and unqualified discretion, to modify the requirements of the RFP, including extending the overall timeline.
Tentative Procurement Schedule, as released in the RFP
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April 9, 2026 |
Request for Proposal (RFP) Open |
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April 14, 2026 |
Mandatory Pre-Proposal Site Tour/Virtual Tour |
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April 16, 2026 |
Deadline for Written Questions and Requests |
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April 17, 2026 |
Responses and Addenda Issued (if necessary) |
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April 21, 2026 |
Deadline to Schedule a Virtual Tour |
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April 28, 2026 |
Deadline to Conduct a Virtual Pre-Proposal Tour |
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May 7, 2026 |
Proposals Due |
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May 26-29 |
Proposer Interviews |
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May 29-June 11 |
Negotiations with Selected Concessionaire |
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June 24, 2026 |
Contract Submitted to City Council for Approval |
The City received four timely proposals. The proposals were initially screened for minimum qualifications by staff. Once screened, staff provided the proposals to TheatreDNA and selection team for review and comments. TheatreDNA assisted in the review process of the proposals including providing input on experience and identified facility management model strengths and weaknesses of the submitted proposals. It is important to note that none of the proposals were similar, and each proposal submitted had a vastly distinct operational model.
Because the business and operational models for each proposal are vastly different, staff is seeking direction regarding preference for a particular model based on this update. Next steps for staff is to schedule interviews. However, the timeline will be revised and extended with new tentative dates for contract submittal to the City Council.
FISCAL IMPACT
There is no fiscal impact.
LEGAL REVIEW
The City Attorney’s Office has reviewed as to form.
CONCLUSION
Following a thorough and competitive procurement process guided by City Council goals, staff is prepared to proceed with proposer interviews, negotiations, and a draft agreement for consideration based on direction provided regarding the business model. Additionally, staff can incorporate feedback regarding the timeline or criteria, if provided.
ATTACHMENTS
1. City Council Agenda Report - November 12, 2026
2. City Council Study Session - February 11, 2026
3. Request for Proposal for the Westminster Rose Center Theater and Banquet Facility - a Multicultural Center
REVIEWED BY
Erin Backs, Finance Director
City Attorney’s Office
Christine Cordon, City Manager