13.6.109.078 Application
Bascomb Memorial Broadcasting Foundation, Inc.

Proposal Information

Item	Response
Application #	13.6.109.078
Program	General Program Support
Proposal Type	Discipline-Based
Funding Category	Level 2
Discipline	Media Arts
Applicant is requesting REDI waiver	N/A
Residency Contact Hours	N/A
Proposal Synopsis	The proposal is for General Program Support for WDNA-FM 88.9 Public Radio and its service of providing cultural and educational programs to over 1.5 million people in Miami-Dade, Broward, and Monroe counties, offering America’s classical music—Jazz, Latin Jazz, World Music, BBC News, conversations on health, our community and the arts, concerts, the Miami Jazz Film Festival and other events that celebrate excellence in the arts and the humanities.

Applicant Information

Item	Response
Corporate Name	Bascomb Memorial Broadcasting Foundation, Inc.
DBA Name	WDNA-FM 88.9 Public Radio
Federal Employer ID	23-7412945
Principal Address	2921 Coral Way Miami, FL 33145-3502
County	Miami-Dade
Applicant Email Address	mpelleya@wdna.org
Grant Contact	Margarita Pelleya, General Manager
Authorized Official	Margarita Pelleya, General Manager
Website	www.wdna.org

Mission Statement

WDNA’s mission is to provide quality public-centric music, arts, humanities, and cultural programming to the residents of South Florida and beyond. In an ever changing radio landscape, WDNA remains committed to America’s Classical Music—Jazz, alternative voices, and the marriage of entertainment with enrichment.

Proposal Description

1. Goals
• To expand cultural programming and reach a new audience by providing a venue for performing and visual arts, film, and media arts.
• To develop artistic and educational programs reflective of the rich cultural heritage of South Florida.
• To bring people of diverse cultures and ages together as artists, producers, and audience.
• To serve as a catalyst for collaborative ventures between artists, businesses, educational institutions, and cultural organizations.
• To energize and revitalize the neighborhood by creating cultural programs that will welcome an audience to also enjoy the local diverse cuisine.
• To have provide performing, visual, film, and media artists an opportunity to be creative, to promote their art, and have a financial benefit.
• To have an additional funding stream for the station operations and future growth.
• To archive performances and other programs that can be included in future radio program streams and shared worldwide on the internet.
• To expand the audience to public broadcasting by providing additional innovative program offerings.
• To provide for the financial stability of the station employing fundraising professionals that will increase support from listeners, members, foundations, and other funding sources.
• To create jazz encounters between young and established musicians and create awareness of jazz education in our public and private schools.

Culture Builds Florida's Future

1. Strengthening the Economy

   Never a day goes by that WDNA doesn’t get a call from someone who’s coming into town wanting to know where there’s live music playing, and there are not many places we can point them to. We would provide such a venue on a regular basis. The success of this venture will encourage the support of businesses to the arts. It will encourage local restaurants to include the arts in their establishments as well, creating a cultural energy in the neighborhood. It will encourage the encounters of people of various nationalities.

2. Learning and Wellness

   The project will offer quality educational activities for students—young and old—by exposing them to diverse musical and artistic expressions and providing them with an opportunity to interact with each other. This project can serve as a model program for other public stations throughout the country that may want to bring an audience into their facilities, rather than just reaching them through the radio waves. Particularly in the case of the high school jazz performances, this is a model for outreach activities into the educational community. WDNA is available for free at the touch of the dial and on the internet, and the studios are centrally located in a quite diverse community and fully handicapped accessible.
   WDNA offers a variety of educational and cultural opportunities to the community, including live music, film screenings, and art exhibits. The activities at the station create an intergenerational and intercultural experience around jazz and world music, promoting cultural diversity and an increased awareness and understanding among people of all ages, races, and ethnicities. This project can serve as a model program for other public stations throughout the country that may want to bring an audience into their facilities, rather than just reaching them through the radio waves. Particularly in the case of the jazz encounters and the high school jazz performances, this is a model for outreach activities into the educational community.

3. Building Leadership

   It is part of WDNA’s mission to communicate the value of arts and culture. It has, and will continue to form partnerships with almost all the arts organizations in South Florida. It has made worked with the Greater Miami Chamber, the Chambers of Miami Beach and Coral Gables, the Kiwanis Club of Little Havana, the Greater Miami Convention and Visitors Bureau, has received the encouragement and support of the City of Miami Film and Entertainment Council and has worked on the promotion of the Miami Book Fair International and the Miami International Film Festival. Neighborhood restaurants and business have provided the station with food and coupons during the on-air membership drives, and have been provided with an opportunity to talk about their offerings.

4. Design and Development

   WDNA owns a 1962 building in what may be called Moderne style with an adjacent 5,500 sq. ft. parking lot. It’s located on Coral Way, a historic tree-lined thoroughfare in the Shenandoah neighborhood, traditionally home to Middle Eastern, Greek, Jewish, and Hispanic residents. The restaurants and businesses reflect the flavor of the neighborhood. Through the City of Miami Economic Development program the windows are scheduled to be replaced with impact-resistant (and sound attenuating) windows and door and the building painted by the end of the summer. This program allows for yearly improvements to the façade which will ensure the preservation of the building and the enhancement of the district. The outside wall adjacent to the parking lot cries out for a mural, which will be an exciting project for the future.

Proposal Estimates

Estimated Number of	Response	Instructions to the Applicant
school based youth benefiting	0	Enter the number of individuals under the age of 18 that are expected to be participating in organized school based cultural events. This figure should reflect a portion of the total individuals benefiting.
non-school based youth benefiting	4,000	Enter the number of individuals under the age of 18 that are expected to be participating in non-school based cultural events. This figure should reflect a portion of the total individuals benefiting.
elders benefiting	25,000	Enter the number of individuals over the age of 65 that are expected to benefit from the proposal activities. This figure should reflect a portion of the total individuals benefiting.
artists participating	1,400	Enter the estimated number of professional artists that will be directly involved in providing artistic services specifically identified with the proposal. Include living artists whose work is represented in an exhibition regardless of whether the work was provided by the artist or by an institution. This figure should reflect a portion of the total individuals benefiting.
individuals benefiting	90,000	Give the total number of individuals that are expected to be involved in proposal activities as artists, non-artists, participants, or audience members. This number should include the values listed for youth, elders and artists.
proposal events	500	How many different events will be produced or presented within the grant period as a part of this proposal? Be sure to list different events, not performances. For example, a musical performed 10 times is only one event, but a musical performed 10 times and workshop done once are two events.
opportunities for public participation	365	Each event will have one or more opportunities for public participation. For example a musical performed 10 times is one event with 10 opportunities for public participation.

Project/Program Location

• Broward
• Miami-Dade
• Monroe

Proposal Impact

WDNA-FM 88.9 is on the air 24 hours a day, 7 days a week, and not a day goes by that there is not an interview with an artist, a review of some book or event, a calendar of special events, plus a variety of music and conversation. Every day is an event—reaching thousands of households locally and through the internet—free. WDNA offers one of the most cost-effective ways to deliver the arts to South Florida. The WDNA signal covers a population of 1.5 million households in Miami-Dade, north Monroe, and south Broward counties.
We will attract a new and expanded audience to the station, particularly with the younger demographic. The national and worldwide audience will be able to gauge the cultural richness of the South Florida community and will be enticed to visit such an arts-friendly environment.
Education and Outreach
WDNA is licensed by the FCC as a Non-Commercial Educational radio station so our mandate is precisely to educate. Producers of WDNA programs include professional musicians Andy Harlow, Hal Roland, and Sammy Figueroa, university professors Whit Sidener, Dante Luciani, and Alberto de la Reguera, long-time music collectors Frank Consola, Mel Lipton, Skip Lezama, and Gary Ferguson, world music experts Howard Duperly (reggae) and Gene de Souza (brazilian), and many more music enthusiasts who educate the community from the local source and are able to interact with the community via the airways. The weekly program “Health, Life, and Community” is an hour-long interview and call-in program produced by the nonprofit Baptist Health South Florida offering a wealth of educational information on health topics.
In the course of offering two scholarships to young musicians to the Litchfield Jazz Camp in Connecticut, station personnel visits as many as ten public and private high schools to speak to the students about jazz and about the station. The scholarships to be given out for this July camp are by audition before a panel of jazz educators as well as station personnel, hoping that it would be a more competitive selection process. Our internship program began in 1996, offering opportunities to students from public and private schools to learn about the operations of a radio station. WDNA is listed as a participating agency collaborating with Miami-Dade College Office of Community Involvement, as well as with Miami-Dade County Public Schools Advance Academic Leadership Program. The “Jazz Encounters” project of teaming up young and old musicians has the assistance of Nicole Yarling, an accomplished violinist, vocalist, and composer who is on the faculty of both Florida Memorial University and the University of Miami. The “Live! High School Jazz” project involves calling the high school band directors and enlisting the participation of the students in the live monthly performances during the school year. This gives the students the opportunity to get ready for a performance before a real audience and they think it’s “really cool” to play in a radio station. The students will soon be able to perform not only before the radio audience, but in the larger Jazz Gallery before an audience of their family, friends, and any other members of the community that want to attend.
There is no better distribution of information for us than our own radio station—free to all at the touch of the dial and through the internet. In this era of the internet and telephone communications, however, WDNA has both Facebook and Twitter accounts that are reaching a new generation that wants to be thoroughly connected to WDNA. Not only is WDNA on Facebook and Twitter, but most of WDNA staff, board, and volunteers use their pages to promote the station. It's an exciting way to explore new media distribution methods that will attract more listeners and supporters to the station.

Operating Budget

	Operating Expenses	Completed Fiscal Year ending 12/31/10
1.	Personnel: Administrative	72,000
2.	Personnel: Programmatic	51,000
3.	Personnel: Technical/Production	34,000
4.	Outside Fees and Services: Programmatic	28,000
5.	Outside Fees and Services: Other	15,000
6.	Space Rental, Rent or Mortgage	139,000
7.	Travel	600
8.	Marketing	5,000
9.	Remaining Operating Expenses	430,400
A.	Total Cash Expenses	$775,000
B.	In-kind Contributions	$30,000
C.	Total Operating Expenses	$805,000
	Operating Income	Completed Fiscal Year ending 12/31/10
10.	Revenue: Admissions	30,500
11.	Revenue: Contracted Services
12.	Revenue: Other
13.	Private Support: Corporate	257,900
14.	Private Support: Foundation	188,500
15.	Private Support: Other	90,000
16.	Government Support: Federal	2,300
17.	Government Support: State/Regional	19,800
18.	Government Support: Local/County	186,000
19.	Applicant Cash
D.	Total Cash Income	$775,000
B.	In-kind Contributions	$30,000
E.	Total Operating Income	$805,000

Additional Operating Budget Information

No answer provided.

Proposal Budget: Summary

	Proposal Expenses	A. Request	B. Cash Expenses	C. In-kind	Total
1.	Personnel: Administrative	20,000	72,000	0	$92,000
2.	Personnel: Programmatic	10,000	55,000	20,000	$85,000
3.	Personnel: Technical/Production	20,000	45,000	0	$65,000
4.	Outside Fees and Services: Programmatic	25,000	30,000	0	$55,000
5.	Outside Fees and Services: Other	5,000	10,000	5,000	$20,000
6.	Space Rental	0	72,000	0	$72,000
7.	Travel	0	1,000	0	$1,000
8.	Marketing	0	5,000	5,000	$10,000
9.	Remaining Proposal Expenses	0	325,000	0	$325,000
D.	Total Proposal Expenses	80,000	615,000	30,000	$725,000
	Proposal Income	A. Request	B. Cash Income	C. In-Kind	Total
10.	Revenue: Admissions		26,000		26,000
11.	Revenue: Contracted Services		0		$0
12.	Revenue: Other		0		$0
13.	Private Support: Corporate		230,000		230,000
14.	Private Support: Foundation		164,000		164,000
15.	Private Support: Other		90,000		90,000
16.	Government Support: Federal		0		$0
17.	Government Support: Regional		0		$0
18.	Government Support: Local/County		105,000		105,000
19.	Applicant Cash		0		$0
E.	Total Proposal Income	80,000	615,000	30,000	$725,000

Proposal Budget: Detail

	Proposal Expenses	A. Request	B. Cash Expenses	C. In-Kind	Total
1.	Personnel: Administrative	20,000	72,000	0	$92,000
1.1. General Management		10,000	50,000	0	60,000
1.2. Membership/Administrative Asst		10,000	22,000	0	32,000
2.	Personnel: Programmatic	10,000	55,000	20,000	$85,000
2.1. Music Director		10,000	30,000	0	40,000
2.2. Program Producers		0	25,000	20,000	45,000
3.	Personnel: Technical/Production	20,000	45,000	0	$65,000
3.1. Operations Manager		10,000	35,000	0	45,000
3.2. Production Assistants		10,000	10,000	0	20,000
4.	Outside Fees and Services: Programmatic	25,000	30,000	0	$55,000
4.1. Engineering/Audio		15,000	15,000	0	30,000
4.2. Artistic fees		10,000	15,000	0	25,000
5.	Outside Fees and Services: Other	5,000	10,000	5,000	$20,000
5.1. Accounting		5,000	10,000	5,000	20,000
6.	Space Rental	0	72,000	0	$72,000
6.1. Tower Rent		0	72,000	0	72,000
7.	Travel	0	1,000	0	$1,000
7.1. Conferences		0	1,000	0	1,000
8.	Marketing	0	5,000	5,000	$10,000
8.1. Printing/design		0	5,000	5,000	10,000
9.	Remaining Proposal Expenses	0	325,000	0	$325,000
9.1. Audio equipment		0	10,000	0	10,000
9.2. Program fees		0	45,000	0	45,000
9.3. Insurances		0	48,000	0	48,000
9.4. Equip/Repairs/Maintenance		0	20,000	0	20,000
9.5. Office supplies/production		0	15,000	0	15,000
9.6. Utilities		0	60,000	0	60,000
9.7. Computer/software/hardware		0	15,000	0	15,000
9.8. Postage		0	7,000	0	7,000
9.9. Dues/subscriptions/permits		0	5,000	0	5,000
9.10. Underwriting commissions		0	100,000	0	100,000
D.	Total Proposal Expenses	80,000	615,000	30,000	$725,000

	Proposal Income	A. Request	B. Cash Income	C. In-Kind	Total
10.	Revenue: Admissions		26,000		$26,000
10-1 Jazz Gallery Concerts			20,000		20,000
10-2 Films			6,000		6,000
10-3 Other special events			0		0
11.	Revenue: Contracted Services		0		$0
12.	Revenue: Other		0		$0
13.	Private Support: Corporate		230,000		$230,000
13-1 Underwriting/sponsorships			230,000		230,000
14.	Private Support: Foundation		164,000		$164,000
14-1 Corporation for Public Broadcasting			140,000		140,000
14-2 Other Foundations			24,000		24,000
15.	Private Support: Other		90,000		$90,000
15-1 Listeners/Members			90,000		90,000
16.	Government Support: Federal		0		$0
17.	Government Support: Regional		0		$0
18.	Government Support: Local/County		105,000		$105,000
18-1 Miami Dade Cultural Affairs			105,000		105,000
19.	Applicant Cash		0		$0
E.	Total Proposal Income	80,000	615,000	30,000	$725,000

Additional Proposal Budget Information

No answer provided.

Fiscal Condition and Sustainability

In 2008 moved into its own building, a $2.5 million project that included state-of-the-arts digital studios, offices, music library, and arts/performance space. It has been a challenge to meet quadrupled expenses and a large mortgage while maintaining staff, benefits, and broadcasting costs, but we have been able to weather the worst and pay off all bills from the move, renovation, and new equipment. While there was a small decrease in business underwriting in 2010, there was an increase of 30% in individual listener support, a trend that we’ve seen continuing in the beginning of 2011. WDNA has been undertaking a full review of its expenses, and has been taking an extremely frugal approach in its operations.
WDNA has a good relationship with Total Bank who not only approved a $50,000 line of credit which we’ve not had to use, but has refinanced our mortgage at a lower percentage rate. WDNA was awarded a Knight Arts Challenge grant for $100,000 in a three year period ($50,000/$25,000/$25,000) for activities at the station’s Jazz Gallery, so the prospects of continuing the project and garnering additional support and sponsorships for events are promising.
The entire radio station is a project that provides 24-hour quality cultural and informational broadcasting services to the South Florida community for free at the touch of the dial.
Projects will be self-sustaining after the grant period as the quality of its programs and audience response is established.
In the segment of visual arts it will operate as a traditional gallery, with a percentage of sales going to the station upon individual agreements with the artists. The success of the visual arts component may encourage monthly rather than bi-monthly exhibits.
There will be a number of free performances in which the artistic fees will then be covered by business sponsorships; while there will be others that will be special fundraising events for the station, garnering all revenue from audience and sponsors.

Evaluation Plan

We will use the evaluation outline to determine how the project is to proceed:
-If more artists want to participate than we have initial days allotted to them, then we will increase the number of performances. It’s very doubtful that there will be no artists interested in participating in the project.
-If that audience wants additional film screenings, then we’ll increase that. If nobody comes, then we’ll know there’s no interest.
-If not enough people attend the events, then it will be necessary to increase marketing efforts.
-It’s anticipated that there will be an increase in people listening to the station by virtue of these special events, but if not, it will be necessary to try to determine if the activities detract attention from our regular programming. This will be determined by radio Arbitron figures.
-We anticipate an increase in corporate sponsorship, not only as sponsors of special events, but as sponsors of WDNA’s overall programming. If there are not enough sponsors to defray the cost of events, the Sales and Marketing Department will redouble their efforts to seek sponsorship.
-Hopefully, everyone will make money, have a creative and exciting experience, and spread the word in the artistic community.
-The audience survey at each event will provide feedback as to the quality of the event, provide information on their cultural demographic, and offer suggestions for future events.

Applicant Accessibility

Question	Response
Does the applicant have policies and procedures (including a complaint process) that address non-discrimination on the basis of disability?	Yes
Does the applicant have a staff person that is responsible for compliance with Section 504 of the Rehabilitation Act, Americans with Disabilities Act and Florida Statutes 553?	Yes (Margarita Pelleya)
Has the applicant completed the Section 504 Self Evaluation Workbook from the National Endowment for the Arts (linked) in the last 5 years?	Yes

Accessibility

-The station facilities are extremely welcoming and the multi-cultural, multi-lingual, and multi-generational group of staff and volunteers always make visitors feel at home.
-The radio station’s programs that are broadcast on the air are free at the touch of the dial or on the internet.
-The events at the station will be free for WDNA members and to students under 18.
-The entire station facilities, restrooms, and studios are in full ADA compliance.

1. Letter from General Manager
2. IRS Determination Letter
3. WDNA-FM 88.9 Program Schedule
4. 14th Miami Jazz Film Festival Program
5. Letter of Support Florida Center for the Literary Arts
6. Letter of Support Center for Community Involvement
7. Letter of Support New World School of the Arts
8. Organizational Chart
9. In-kind support 2010
10. Board of Trustees 2010
11. WDNA photos of various events in the Jazz Gallery