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FEEDBACK ON PG&E CREATIVE BRIEF REGARDING 540 SOUTH CENTER STREET
recommended action
RECOMMENDATION
This item is for discussion purposes. No action is requested.
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Summary
Follow up discussion regarding the proposed murals for 540 South Center Street.
DISCUSSION
Background
The Stockton A Substation building was built in 1889 and originally developed as part of the Stockton Gas Light and Heat Company’s Street Railroad Power House. The building exemplified the Classical and Italian Renaissance Revival architectural style, popular in its day.
In 2017, Pacific Gas & Electric (PG&E) determined that the Stockton A Substation building needed to be demolished in order to safely accommodate new equipment to ensure reliability for residents served by said substation. Through much correspondence between the City, Cultural Heritage Board Chair, and PG&E, it was agreed that a mural would be placed in the arches of the preserved wall at 540 South Center Street. The intent of the mural was to convey the history of the demolished structure and incorporate historic photos and history to educate the public on the origins of public utilities in Stockton.
In November 2018, PG&E provided the following project schedule:
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Identify artists and request they complete proposals/concepts |
January 2019 |
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Send mural artists request for concepts |
March 2019 |
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City and PG&E select one design/option and PG&E to award contract |
May 2019 |
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Finalize design and concept |
September 2019 |
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PG&E in tandem with City to offer press event/release to local media informing the public about the mural project commencing and inviting the public to observe the progress in person. |
November or December 2019-? |
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Install mural |
January 2020-? |
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Final press release |
Upon completion of mural - March 2020? |
In late April 2019, PG&E contacted the City with the results of their artist search and provided proposed renderings. Staff notified PG&E that the proposed renderings would need to be presented to the Cultural Heritage Board (CHB). In June 2019, PG&E inquired about being placed on the CHB agenda; given publication deadlines, the item was placed on the July 10, 2019 regular meeting agenda.
At the July 10th meeting, five renderings from three artists were presented. Feedback was provided and it was requested that PG&E return with possible changes to better reflect the history of the former building.
Present Situation
In response to the Board’s direction (see 7-15-2019 e-mail, Attachment A), PG&E has prepared a Creative Brief outlining the mural project’s objective, background, target audience, key customer insights, key message, creative assets/mandatories, and creative concept feedback/considerations (Attachment B). In addition to the briefing, PG&E submitted the artists’ resumes (Attachment C).
A representative from PG&E will not be present at the meeting, however, staff will forward the Board’s feedback to their representative.
Attachment A - PG&E 2019-07-15 E-Mail
Attachment B - Stockton Mural Project Creative Brief
Attachment C - Artist Resumes