BACKGROUND:
Maya La Feria International De Cultura is scheduled for Oct. 21 – Oct. 22, 2023, and is requesting use of the Cathedral City Community Amphitheater, Festival Lawn, Civic Center Plaza, Avenida Lalo Guerrero, and Town Square Park.
This was presented briefly to the Council at the Feb. 15, 2023, meeting, and a second presentation was included during the regular meeting on March 22, 2023. The idea was first presented to city staff during a presentation hosted by the Cathedral City Chamber of Commerce.
DISCUSSION:
Maya La Feria International De Cultura projects a strong local and regional audience and would represent another local event dedicated to celebrating the culture and history of Latino countries/heritage. The event, which is a proposed partnership between the Cathedral City Chamber of Commerce and Camara de Comercio Guatemala USA, features folklorico performances, live entertainment and cultural cuisine/presentations representing Mexico, Central & South America. Event organizers also plan to include a car show, vendor artisan market, and carnival rides/games on the Festival Lawn.
While the City Council has approved Oct. 21-22, 2023, for use of the amphitheater, they have asked the third-party applicant to provide a more detailed layout of the event explaining the use of both the Festival Lawn and Town Square Park, as well as more specifics related to planned programming/entertainment for the two-day event.
Staff is proposing that the City provide these additional areas to the event organizers as part of a city sponsorship. Organizers would agree to use the city logo and emphasize Cathedral City in all promotional materials, media interviews, day-of festivities, etc.
While the event organizers are aware of the fees associated with renting the amphitheater, they are also asking the Special Use Permit application fee of $510 be waived as part of the city sponsorship.
FISCAL IMPACT:
As a third-party event, the applicant must submit all necessary payments ($2,500 rental fee per day, $1,000 security deposit) and documentation to the City prior to the event.
This includes a clean-up/damage deposit and the use of city staff in the Cathedral City Police Department since alcohol is being served. The cost for two officers for the event would be $2,671.80.
Since this would be a new event in Cathedral City, the economic impact is unknown.
However, Communications & Events sees this as an opportunity to draw more foot traffic downtown, to provide affordable entertainment to residents and visitors and to increase customers frequenting our restaurants and small businesses in the downtown area.