By Brian M. Cuaron
Originally posted on January 17, 2012.
The Victoria City Council approved funding for a film festival even though the application was late and not part of a committee’s recommendation.
Anthony Pedone, executive director of the Texas Artists’ Cultural Alliance or TACA, turned in an application for Hotel Occupancy Tax funding that was dated January 9 – at least a month after the deadline. This caused a debate that included council members and online bloggers over whether the city should suspend its guidelines in favor of one applicant.
The constant need to justify his project has caused Pedone, who sometimes works till 2 a.m. on the festival, to wonder whether it was all worth it.
“Honestly man, you get points to where you’re like, Why am I even doing this? Why do I even care?” said Pedone before the council meeting.
The council held a workshop over the matter on Friday and approved $43,150 in funding on Tuesday. Council members Gabriel Soliz and David Hagan voted against the resolution as it won passage, 5-2.
The funding came from taxes that hotel renters pay on their bill. The tax revenue, commonly referred to as HOT funds, must be used to promote tourism in Victoria, which is frequently explained as putting heads in beds.
“It’s not the people’s money that they’re giving out,” said Pedone, referring to online critics. “It’s not these people’s tax dollars.”
Pedone was unsure whether his festival would fill hotel rooms.
“I’m just trying to create a voice for independent filmmakers,” Pedone said. “I really don’t know how it’s going to benefit the community other than just culturally.”
He noted the festival’s budget allocated $6,000 towards 60 rooms in lodging for the artists.
The Victoria festival has budgeted $27,750 in advertising: $10,000 for print; $3,000 for TV; $3,000 for radio; $1,250 for a website; $4,000 for posters, signage, programs and mailers; $4,500 for postage; and $2,000 for certificate and trophy awards, according to the application.
Advertising efforts would be equally divided between local advertisements and nonlocal advertisements, Pedone said. He has contacted about five magazines.
He also planned to advertise at the South by Southwest Conferences & Festivals, which focuses on original music, independent films and emerging technologies. The film festival in Austin runs from March 9 through March 17 and the Victoria festival would follow March 22 through March 24.
Pedone also said he would advertise in the SXSWORLD magazine, affiliated with the South by Southwest festival.
Another $5,200 was budgeted for a “festival administrator.” Pedone said that would be divided between the festival’s staff members. Besides the city, Pedone said he has $6,800 in pledged donations that hinged on whether the council approved its funding.
Staci Robbins, executive artistic director for Theatre Victoria, told council that the theater would not get an additional distribution of HOT funds via the film festival.
The festival’s budget called for $5,557 in venue rentals. Robbins declined to comment for this article.
Reaction
Councilwoman Denise Rangle said she wanted to incite new programming, which was best done via a film festival. Mayor Pro Tem Paul Polasek supported the funding, saying it was the council’s decision on how to allocate funding.
Councilman Joe Truman said his experience with the film festival in Rockport convinced him to support the Victoria one. He didn’t want to not fund a good idea because its application came late.
At Friday’s workshop, Armstrong said the festival, which would showcase films at the downtown Leo J. Welder Center, should be approved since it would be benefit the area. Some bars, restaurants, as well as stores and law offices, occupy the downtown.
“The only thing that brings people downtown on a regular basis is the theater,” Armstrong said
Though Halepaska spoke in favor in sticking to the deadlines on Friday, he supported the funding and said it was a great project.
Councilman David Hagan didn’t support the measure because he didn’t know whether the city would get the wanted return on investment, saying hotels are already full. Councilman Gabriel Soliz voted against the measure because it went against the guidelines set up by the council, hurting the public’s impression of council.
“Mr. Pedone may feel like he’s the one being attacked, but in reality he’s just getting secondary blowback from people’s criticisms of the conduct of the city council,” Soliz said before the meeting.
History of the funding’s passage
A committee was created by city staff to determine which organizations should get funded.
On January 3, it had its recommendations reviewed by the council. The amount to be allocated, then $173,800 for historical and arts purposes, was determined by the council.
However, proponents of historical and arts organizations called on the council to add more funding that would go towards recipient organizations and others. Amy Leissner, executive director of the Nave Museum, told council that they should increase its HOT allocations to the organizations since there was an increase in HOT revenue.
Rangel proposed a $100,000 increase towards historical and arts organizations. However, her motion died.
Pedone had filed an earlier application, which was on time and rejected by the committee.
This $75,000 application would have put $30,000 towards a film festival and other monies to paid staff, said City Attorney Thomas Gwosdz. Gwosdz described this application as being for a film commission.
More information about the festival
The event is to be co-hosted by Theatre Victoria. The Victoria Performing Arts Center will serve as the administrator of funds, according to the application.
Theatre Victoria and TACA would prepare all post-event reports.
