Westminster City Council
SUBJECT
Title
Selection of Venue Operator for the Westminster Rose Center Theater and Banquet Facility - A Multicultural Center.
End
From: Christine Cordon, City Manager
Requested by: Administration
Prepared by: Shaunna Hunter, Senior Management Analyst; Adolfo Ozaeta, Assistant City Manager
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RECOMMENDED ACTION
Recommendation
A. Provide direction to staff on City Council’s preferred venue operator; and
B. Direct staff to negotiate with the selected operator to draft an agreement in a form approved by the City Attorney and for future Council approval.
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BACKGROUND
In 2025, the City commissioned a study to assess the operational efficiencies, venue and design optimization, business model, and community needs and priorities related to the City’s 20-year old Westminster Rose Theater and Banquet Facility. With the assistance of TheatreDNA - a nationwide firm that specializes in venue design and construction, operational efficiency studies, venue operations and management of similar facilities - staff, with Council direction, initiated several steps toward the issuance of a Request for Proposal for venue operators.
At the June 24, 2026 City Council meeting, staff provided an update regarding the progress of the procurement process and timeline (Attachment 1). Discussion ensued regarding next steps, which included consultant evaluations, interviews with the proposers, and opportunities for proposers to expand on their scopes. Council directed staff to continue with the process. Members of the City Council also identified a preference for a single venue operator to manage both the banquet facility and theater and expressed a preference for an operator who would not charge the City a management fee.
Per standard process and best practices, an evaluation committee consisting of the Community Services and Community Development directors was formed to review proposals and interview the proposers. The in-person interviews were conducted by staff with the City’s venue consultant TheatreDNA available via Zoom. TheatreDNA’s role was to listen to the interviews and provide technical clarification and assistance to staff based on their previous analysis and knowledge of the facility. Interviews were conducted July 15 to 22, 2026.
During the interviews, the evaluators asked questions based on information within each proposal to clarify their business model, marketing, operations, and cultural event planning. Proposers were asked to provide supplemental information to clarify any concerns within their proposals. Ultimately, the proposers were evaluated based on the following categories:
• Innovation
• Multicultural Programming
• Revenue Development
• Community Engagement
• Technology
• Marketing
• Operational Planning
• Organization and Completeness
• Customer Experience-Focused
• Creativity
Staff ranked the proposers as follows:
|
Rank |
Proposer |
Final Score |
|
1 |
Latin Asian Hospitality Group |
43 |
|
2 |
Friends of the Rose Center |
22 |
|
3 |
TLC, Inc. |
21 |
|
4 |
Coffee Whipped |
21 |
The evaluation committee ranked the proposers based on their demonstrated experience, operational capacity, business model, marketing approach, financial considerations, and ability to meet the direction provided by the City Council for the Rose Center. While each proposer demonstrated strengths, the evaluation identified differences in their ability to assume full-scale venue management and the level of operational and financial risk associated with each proposal.
For the purpose of addressing questions related to their proposals, all ranked proposers have been invited to attend the meeting. Due to the differing models of operations from proposer to proposer, and the varying priorities of each council member, the City Council is requested to reach a consensus on which proposer is best suited to operate the venue.
Once Council selects the proposer, staff will negotiate contract terms and conditions. The timeline for this negotiation process is dependent upon the responsiveness of both parties, as well as the proposer’s ability to provide all the necessary documents and meet the legal requirements to contract with the City. All proposers indicated they are prepared to transition to full-scale operations within approximately three to five months of contract execution.
FISCAL IMPACT
There is no fiscal impact to provide Council direction regarding the venue operator proposals.
LEGAL REVIEW
The City Attorney’s Office has reviewed as to form.
CONCLUSION
Evaluations of the proposers have been completed, and the City Council is requested to select a venue operator. Following Council direction, staff will negotiate an agreement with the selected proposer and return to City Council for consideration and approval.
ATTACHMENTS
1. Staff Report from June 24, 2026
REVIEWED BY
Erin Backs, Finance Director
City Attorney’s Office
Christine Cordon, City Manager