Usage Policies for the Historic Space - Club La Dalia, El Salvador

ARCHITECTURAL FACADE

The collection of architectural elements that forms the facade of the historic building known as Club La Dalia 1937—registered in the historic urban file under the nomenclature “Portal Del Norte”—stands as a monument of historical appreciation and stylistic contemplation that represents the first sign of personality of the commercial and cultural experience that is Club La Dalia 1937, Historic Center of San Salvador, whereby:

Carba SA de CV, as the guardian of the commercial and cultural experience of Club La Dalia 1937, ensures the proper maintenance—both personally and together with governmental institutions in charge of the architectural ensemble of the Historic Center of San Salvador—of: the Pantone Color adhering to the historic palette of the venue; the use of non-corrosive cleaning materials for all stylistic elements of the facade; the lighting authorized by the governmental entity as part of the restoration of historic blocks within the rescue project until 2024; the authorization of advertising materials that do not disrupt the visual cleanliness of the building (only authorized graphic material in accordance with nationally scaled tourism event plans is used); the use of biological techniques to eradicate the invasion of birds in the surroundings that may wear down the decorative details of the facade; and the pertinent authorizations for restoration or constructive extension of the building, such that:

No changes in color or alterations of the originally approved Pantone for the complete facade of Club La Dalia 1937 are authorized.

The placement of disruptive elements that generate visual pollution on the architectural ensemble—unless justified by the brand image mystique as the commercial and cultural experience of Club La Dalia 1937—is not authorized.

A radical change in lighting that modifies the historic projection of the architectural facade is not authorized; neither are changes or constructive extensions that do not adhere to the maintenance regulations of the Historic Center project until 2024.

The use of this architectural facade in visual formats or graphic reproductions for other brands that do not have a direct affiliation with the commercial and cultural experience of Club La Dalia 1937 is not authorized. The only viable uses for such reproductions may be for historical illustration, tourism, and the exaltation of national pride, as well as educational contexts outside the commercial copyright of the Club La Dalia 1937 brand.

ACCESS TO THE ARCHITECTURAL VENUE

The northern access of the monumental building of the “Portal del Norte” consists of a general entrance to the intimate space—the commercial and cultural experience of Club La Dalia 1937—with a pedestrian entry flanked by an emblematic gate that welcomes visitors along 4th North Avenue of the Historic Center of San Salvador. Originally used as a carriage house for quadrupeds and later for motor vehicles, this access portal is of ample dimensions, with an intermediate architectural threshold that welcomes visitors to a semi-spiral staircase area, which then opens to a well-lit garden before entering the social gathering area, whereby:

Carba SA de CV, as the guardian of the commercial and cultural experience of Club La Dalia 1937, ensures the proper maintenance—both personally and in conjunction with governmental institutions in charge of the architectural ensemble of the Historic Center of San Salvador—starting with its original Pantone Color that adheres to the venue’s historic palette. And, being an interior space with commercial and cultural objectives, it also refers to the use of the color palette established in the brand image manual under Branding strategies; the use of non-corrosive cleaning materials for all surfaces (walls, floors, false ceilings, columns, handrails, and ironwork); cosmetic and general lighting aligned with the branding strategy and historical memory objectives; the authorization of advertising materials that do not disrupt the visual cleanliness of the interior of the commercial and cultural experience of Club La Dalia 1937 (authorized graphic material according to the brand image manual); and other authorizations for restoration or constructive expansion of the building’s interior, such that:

No changes in color or alterations of the Pantone color defined in the brand image manual are authorized; nor is the placement of disruptive elements that generate visual pollution in the interior architectural space, justified by the brand image mystique as the commercial and cultural experience of Club La Dalia 1937, authorized.

A radical change in cosmetic and general lighting that modifies the branding projection inside the venue’s access area is not authorized.

Modifications or constructive expansions that do not adhere to the optimal commercial, cultural, and pedestrian safety objectives—as indicated in the Club La Dalia 1937 flow maps—are not authorized.

The use of any object in visual formats or graphic reproductions for other brands in this pedestrian access area that do not have a direct affiliation with the commercial and cultural experience of Club La Dalia 1937 is not authorized without prior permission. The only viable uses of graphic material in this area may be for historical illustration, tourism, and the exaltation of national pride, provided that the registered brand “Club La Dalia 1937” is mentioned—from any social media platform, map location registration within the commercial and cultural establishment, or any written or spoken reference—in respect of the trademark rights on any other graphic or narrative medium, given the widespread impact of the Club La Dalia 1937 brand and its registered copyright.

ELEMENTS AND AREAS OF HISTORICAL CONTEMPLATION

The interior of the commercial and cultural experience venue of Club La Dalia 1937 is constituted by a DNA composed of emblematic elements and zones that capture the spirit of the project over all these years. It has been transforming, nurturing, and restoring these aspects for its continued projection.

These elements and areas provide the commercial and cultural experience with a unique and historical personality, aesthetically reminiscent of the architecture from the founding of the capital of San Salvador in its origins. Although, over time, the irregular laws regarding the rescue and maintenance of the historic center under its various administrations have not developed a specific set of protocols for the restoration and refurbishment of this particular interior, Carba SA de CV—the entity authorized to manage the commercial and cultural experience of Club La Dalia 1937—has been responsible for safeguarding this aesthetic ensemble.

These areas are divided into: an interior courtyard with abundant natural light, a welcoming lobby, a monumental service bar, a set of ornamental columns, a group of billiard tables, an office space, a private room, a multipurpose room, and a collection of contemplative elements of high historical value that include: five types of floor mosaics, monumental doors granting access to differentiated spaces, double-leaf “falcon” windows for exteriors, and the main balcony with a coffered ceiling.

The Pantone Color adhering to the venue’s historic palette, in accordance with the service activity developed in each sector, governed by the commercial and cultural objectives and based on the color palette established in the brand image manual under Branding strategies; the use of non-corrosive cleaning materials for all surfaces (walls, mosaic floors, false ceilings, columns, balconies, monumental service bar, double-leaf wooden windows, monumental doors, handrails, and ironwork); cosmetic and general lighting aligned with the branding strategy and historical memory objectives; protocols for authorizing advertising materials that do not disrupt the visual cleanliness of the interior of the commercial and cultural experience of Club La Dalia 1937 (authorized graphic material according to the brand image manual); and processes for authorizing the restoration or constructive expansion of the building’s interior.

Thus:

No changes in color or alterations of the Pantone defined in the brand image manual in the elements and areas of contemplation are authorized.

The placement of disruptive elements that generate visual pollution in the interior architectural space—linked to the brand image mystique as the commercial and cultural experience of Club La Dalia 1937—is not authorized.

No radical changes in cosmetic or general lighting that modify the branding projection in the elements and the contemplation area inside the venue are authorized.

No modifications or constructive expansions that do not adhere to the objectives of optimal commercial, cultural, and pedestrian safety management as indicated in the flow maps are authorized.

The introduction of complementary production furniture without prior authorization—for photography sessions, filmography, live happenings, and any entertainment activities—is not authorized.

The introduction of furniture, structures, props, or audiovisual support equipment that has been previously authorized and is not handled optimally within the venue—ensuring that no legs or edges are dragged that might cause scratches on the floors and walls without proper packaging—is not authorized.

The introduction of materials that fade or alter the appearance of surfaces is not authorized.

The introduction of audiovisual resources that require a higher electrical voltage than the venue’s electrical system can support is not authorized. If this is the case, each provider must bring an adequate external power source that aligns with the specifications of their equipment and the industrial safety requirements of the space.

The introduction of flammable substances that compromise the safety of the space and its visitors is not authorized.

The introduction of furniture and elements that, by their nature, impose an excessive weight that the building cannot support is not authorized.

The introduction of any other commercial product for advertising purposes that does not belong to the dossier of products and services marketed within the Club La Dalia 1937 experience is not authorized without prior permission. If a commercial product external to our service dossier is authorized for entry into the facilities by CARBA SA DE CV, a prior review of the descriptive work schedule will also be requested to use the facilities as a setting for photographic or film sessions among our elements and contemplation areas. Each authorized participant must adhere to all the policies of the brand image manual that safeguards and maintains the reserved rights of any physical logos and emblems placed on the interior surfaces of Club La Dalia 1937 (Section on the use of the brand on guest branding supports).

The dissemination of any graphic material from the pedestrian access area for other brands that do not have a direct affiliation with the commercial and cultural experience of Club La Dalia 1937 is not authorized without prior permission. The only viable uses for such reproductions may be for historical illustration, tourism, and the exaltation of national pride—provided the registered brand “Club La Dalia 1937” is mentioned, whether on any social media platform, map location registration within the commercial and cultural establishment, written or spoken reference in respect of trademark rights on any other graphic or narrative medium, and any communication material that has a widespread impact partially or totally involving the Club La Dalia 1937 brand, with registered copyright.

The introduction of graphic, audio, or sensory material that promotes partisan political pamphlets or instructions is not authorized.

The introduction of physical, audio, or sensory material that conveys a religious indoctrination message is not authorized.

The introduction of works of art, in any of their artistic expressions, containing sensitive material with sexual content or lascivious insinuations is not authorized.

The introduction of visual, audio, and sensory material that promotes messages of exclusion and racism in all its forms is not authorized.

The use of the venue for the broadcasting of television, radio programs, blogs, podcasts, or any other communicational projection platform of a political, religious, or philosophical nature that does not align with the mission and vision of the commercial and cultural experience of Club La Dalia 1937 is not authorized.

The looting, manipulation, and destruction of any aesthetic or historic element that shapes the stylistic characterization of the decorative interiors in the contemplation areas of the space is not authorized.

RESTRICTIONS AND AUTHORIZATIONS FOR THE USE AND DISSEMINATION OF THE CLUB LA DALIA 1937 BRAND

The brand that supports the commercial and cultural experience of Club La Dalia 1937 is governed by a brand manual that documents its graphic creation and its uses in two-dimensional, three-dimensional, and audiovisual media to fulfill branding objectives. To that end, there are restrictions and authorizations for third parties within the venue, which are detailed as follows:

Every local and foreign visitor to the Club La Dalia 1937 commercial and cultural experience may take photographs of the space for personal, non-commercial memory. Such images may be shared in physical and digital albums on personal platforms without profit, and the Club La Dalia 1937 brand may be mentioned out of respect for the registered trademark. It is clarified for the general audience that there are penalty percentages for the improper use of the brand image, the facilities, or the destruction of the architectural and decorative elements within Club La Dalia 1937 during the stay, with the penalty to be paid by the person responsible.

Any individual not affiliated with the Club La Dalia 1937 commercial and cultural experience, whether of local or foreign origin, may use the facilities (for social and corporate events) with prior authorization from the Board of Directors of Carba SA de CV, accepting the established usage fees for the specific purpose of interest, and adhering to the policies of the brand manual in the “space use authorizations” section. It is clarified that there are penalty percentages for the improper use of the facilities or the destruction of the architectural and decorative elements inside, as established by trademark law.

Any local or foreign educational institution or non-profit organization not affiliated with the Club La Dalia 1937 commercial and cultural experience may use the facilities for pedagogical, cultural, and social commitment purposes through a formal request to the Board of Directors of Carba SA de CV. This board will be responsible for authorizing the activity without any economic fee, provided that the purpose aligns with our social responsibility. It is clarified for the general audience that there are penalty percentages for the improper use of the brand image, the facilities, or the destruction of the architectural and decorative elements inside Club La Dalia 1937 during the stay, with the penalty to be paid by the person responsible.

Any invited commercial brand, local or foreign, to the Club La Dalia 1937 commercial and cultural experience may take photographs in the space with prior authorization from the Board of Directors of Carba SA de CV for advertising purposes of the invited brand. Under that authorization, the venue must be credited (as Club La Dalia, Historic Center of San Salvador), and social media accounts or logos may be added. It is clarified that there are penalty percentages in the agreement document for the improper use of the brand image, the facilities, or the destruction of the architectural and decorative elements inside Club La Dalia 1937 during the stay, with the penalty to be paid by the signatory of the legal contract for the leasing of space areas.

Any commercial brand not affiliated with the Club La Dalia 1937 commercial and cultural experience, whether local or foreign, may take photographs and videos in the space with prior authorization from the Board of Directors of Carba SA de CV, accepting the established usage fees for advertising purposes. In such cases, the venue must always be credited (as Club La Dalia, Historic Center of San Salvador) in editorial and audiovisual credits, and optionally, our social media accounts or logos may be added in deference to registered trademark rights. It is clarified that there are penalty percentages in the agreement document for the improper use of the facilities or the destruction of the architectural and decorative elements inside Club La Dalia 1937, with full responsibility resting on the signatory of the contract.

Any audiovisual production company not affiliated with the Club La Dalia 1937 commercial and cultural experience, whether local or foreign, may use the facilities as defined by a professional work schedule, with prior authorization from the Board of Directors of Carba SA de CV, accepting the established usage fees for the specific purpose of the interested production, and adhering to the policies of the brand manual for the space. With such authorization and fee agreement, the venue must always be credited (as Club La Dalia, Historic Center of San Salvador) in editorial and audiovisual credits, out of respect for registered trademark rights. It is clarified that there are penalty percentages in the agreement document for the improper use of the facilities or the destruction of the architectural and decorative elements inside Club La Dalia 1937, with full responsibility resting on the signatory of the contract.

Any audiovisual producer not affiliated with the Club La Dalia 1937 commercial and cultural experience, whether local or foreign, may use the facilities as defined by a professional work schedule, with prior authorization from the Board of Directors of Carba SA de CV, accepting the established usage fees for the specific purpose of the interested production, and adhering to the policies of the brand manual for the space. With such authorization and fee agreement, the venue must always be credited (as Club La Dalia, Historic Center of San Salvador) in editorial and audiovisual credits, out of respect for registered trademark rights. It is clarified that there are penalty percentages in the agreement document for the improper use of the facilities or the destruction of the architectural and decorative elements inside Club La Dalia 1937, with full responsibility resting on the signatory of the contract.