BACKGROUND:
Luchador Brewing is proposing the inaugural Hoppy Holidays Brew Fest on Saturday, Dec. 10, 2023, and are requesting use of the Community Amphitheater. 3500-4500 attendees are projected, and the time of the event is scheduled from noon to 6 p.m. with teardown/cleanup wrapping up by Sunday, Dec. 11, 2023.
DISCUSSION:
With over 40 beers to sample from 20 local and out-of-town breweries, this event is a beer lover's dream. Enjoy live music from Queen Nation and Metalachi and show off your ugliest sweater for a chance to win prizes. Plus, Luchador Brewing Company is donating a portion of the proceeds to local charities and hosting a toy drive. The business hopes to reach its goal of collecting 200 gifts for children in need.
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 of Cathedral City prior to the event. This also includes the $5,000 rental fee established for for-profit events. With the event organizers responsible for cleanup and agreeing to hire private security, they expect the utilization of city staff to be limited to our Communications & Events staff.
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.