9 Ways Leaders Measure Success

Redding Civic Auditorium Bethel Church has had a vision to help create one beautiful city for decades. Then, in late 2010, the Record Searchlight posted an article that the City of Redding was closing the Civic Auditorium due to the current economic crisis. The Civic cost the city 1.9 million dollars in 2010 to operate. Furthermore, the building seriously needed to be refurbished. The Bethel leadership team was deeply concerned about the economic effect the closing of the Civic would have on our already ailing city, not to mention the negative impact it would have on the social dynamic of our community. This ultimately led to a group of leaders forming a Non-religious, Public Benefit, Nonprofit Corporation called Advance Redding to operate the Civic Auditorium in October of 2011. Advance Redding entered into a contract that paid The City of Redding 360k annually in the form of a lease, for the privilege of operating the Civic Auditorium for the community. Advance Redding then entered into a contractual agreement with Bethel Church for $750K a year lease, to facilitate the Bethel School of Ministry, four days a week (Monday thru Thursday). Furthermore, Bethel Church donated nearly 2 million dollars to Advance Redding (AR) to help refurbish the Civic Auditorium. The Bethel Lease allowed AR to operate the Auditorium at break-even for 13 years. Advance Redding also was able to improve the business model, which dramatically increased the number of events facilitated by the Civic each year and greatly improved the entertainment experience. This resulted in millions more dollars of revenue flowing into our city every year! The Bethel School of Ministry no longer needed the Civic after the COVID-19 season, as the growth of the School is happening online. Therefore, BSSM moved out of the Civic in 2023, and didn’t renew its lease. This left Advance Redding with the challenge of operating the Civic without the monies that Bethel was paying in rent. The City graciously lowered the rent to 5k a month to help remedy the situation. But it hasn’t proved to be enough to solve the economic situation as the Civic is now operating at a significant loss. This inspired the Advance Redding board to request that the City release the funds set aside by the sale of land for the Sheraton and from our rents, for the maintenance of the Civic building but never utilized. This, we reasoned, would cover the losses for this year and part of the following year; which would keep the Civic open until a permanent solution could be implemented. The City Council agreed to this stop-gap solution, which we are grateful for. But moving forward, there needs to be a permanent, economic solution put in place to ensure that the Civic remains open and vibrant for the foreseeable future. The Advance Redding Board believes that the only viable option for the long-term solution for the Civic, (and for the economic health of our city), is the citizen-led Initiative for the Measure Adoption of a One Percent Sales Tax. Therefore, we have taken a leadership role in helping to pass the Initiative with our efforts. We also invested $49.5k of our Advance Redding budget to fund the effort to pass the tax, as without the Initiative, the Auditorium has no future! Closing the Civic Auditorium will have a massive negative impact on the economy of Shasta County as the events it facilitates bring millions of dollars into our community every year. It should also be noted that there are virtually no Civic Centers in the nation, that operate without government investment. The Redding Civic Auditorium has been the rare exception; and although the Civic opened 55 years ago, even it has only operated at no cost to the City for 14 years due to the generosity of Bethel Church. Sales Tax Solution The Sales Tax rate in Shasta County is 7.25% and yet the average sales tax in California is 8.85%. Nobody likes higher taxes, but we live in a state that has an extremely high cost of living. Much of this is because of the rising cost of insurance due to the increased amount of wild fires in our state, and the need to facilitate Fire Departments and fire mitigation to prevent another catastrophe in our communities. Furthermore, the rise of fentanyl in our county and increased drug addiction have also increased the need for police protection and crime prevention. This and many other factors have caused the cost of living in a beautiful city like Redding to drastically increase. Although the cost of operating a city has increased exponentially over the last three decades, Redding has not raised the sales tax since 1955. Yet over 61% of California Counties have already increased their sales tax to meet these rising costs. The other counties will likely follow as their communities face the challenge of trying to maintain the quality of life they’ve enjoyed, while having to meet the rising cost of the services that make this possible. The sales tax increase is the least intrusive way to continue to maintain and even improve the quality of life in our community. It raises millions of dollars to meet these costs. Here are some of the benefits Measure A would provide for the City of Redding to sustain the progress we have made over the last several years, specifically: Redding Police: Add 20 more officers (17% increase), which could result in a significant reduction in crime and in response time. Redding Fire: Add new fire station in the Enterprise area, reducing response time in that area from 8.5 minutes to 5 minutes and response times citywide by 1.5 minutes. Updated fire stations across the city. 9 new firefighters and a new battalion chief. Also, $750k more per year in wildfire prevention fuel thinning work. Redding Roads: The ability to take our roads from a quality score of 48 out of 100 to as high as 80. Redding Parks & Recreation: Make major upgrades to South City Park (near the library) and Caldwell Park and the new Panorama Park, which will include a gym and emergency evacuation shelter. Updated Big League Dreams and funding to update the California Soccer Park when fields need to be replaced in 6-7 years. This is a path to sustaining these iconic Redding youth development facilities so that our kids can enjoy healthy development activities rather than get in trouble. Upgraded Riverfront: Create sustainability of the Civic, a driver of $84M in economic impact for our city and upgrades to bring in more and better shows and create better experiences. Sustainability of this Hall of Fame Rodeo with increased events around the year and increased capacity during Rodeo Week. Let’s join hands to make Redding, California one of the most beautiful cities in America to visit, and the healthiest city in the nation to live in!

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