BACKGROUND:
Michelada Music Festival in partnership with Luchador Brewing Company will feature food, fun, music and Micheladas. This event, scheduled for 4-11 p.m. on Saturday, Sept. 16, 2023, will let residents and visitors enjoy the michelada mix of multiple local and vendors across the country. Beer for the drinks will be provided by Luchador Brewing Company. Event organizers will also have live Lucha Libre and live entertainment for the whole family to enjoy.
DISCUSSION:
The Michelada Music Festival, in partnership with Luchador Brewing Company, celebrates Mexican Independence Day (Sept. 16, 2023) by bringing food, fun, music, and drinks to Downtown Cathedral City. The event will also feature a small car showcase, about 4-5 chavela vendors and 4-5 cultural and/or artisan vendors the whole family can enjoy.
The event is proposed to take place near Luchador Brewing and the Festival Lawn Annex and organizers are requesting use of that space. Lucha Libre (wrestling) will be from 5pm - 6pm and again from 7pm - 8pm. This will be a public (ticketed) event.
Tickets will start at $10 for presale and $15 day of the event.
Event organizers will have guards conducting searches at the entrance of the event, patrolling the inside of the event, checking IDs of those who wish to purchase alcoholic beverages and placing a special wristband on them, while keeping close eyes on bar areas. A total of 5 to 6 security personnel will be onsite for the event.
Burrtec has been contacted and has agreed to supply multiple trash bins and scattered trash boxes. Clean up staff will be onsite. A clean-up/damage deposit of $600 or more may be required.
FISCAL IMPACT:
As a third-party event, the applicant must submit all necessary payments ($510 Special Use Permit application fee) and documentation to the City prior to the event.
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.
FIVE-YEAR STRATEGIC PLAN:
Action F-6: Promote additional community events and celebrations.