Staff Report
City Council
Item No. 5.B
Meeting Date: July 9, 2025
From: Ryan Hunt, Communications & Events Manager
Title: Approve Date Change for Taste of Jalisco Festival with SoundSkilz, Inc.
RECOMMENDATION:
To approve the requested date change for the Taste of Jalisco Festival to align with Cinco de Mayo weekend and authorize a three-year contract extension with SoundSkilz, Inc. through 2028, and authorize the City Manager or their representative to execute all necessary contract amendments.
BACKGROUND:
On April 23, 2025, the City Council awarded a two-year contract to SoundSkilz, Inc. to produce the Taste of Jalisco Festival for 2026 and 2027. The event traditionally took place the first weekend in February, where the City has encountered wet weather and chilly nighttime temperatures impacting attendance and vendor operations. The contract has since been extended to include a third year (2028) to align with SoundSkilz's three-year commitment to Helm & Sons Amusements for carnival rides and attractions. The current contract establishes festival dates of May 1-3, 2026, April 30 - May 2, 2027, and May 5-7, 2028, with events running from 4:00 PM to 11:00 PM.
SoundSkilz has requested to modify the festival dates to align more closely with Cinco de Mayo weekend, which would provide better marketing opportunities and increased profitability. Additionally, SoundSkilz has entered into a three-year commitment with Helm & Sons Amusements for carnival rides and attractions, which continues to increase in scale each year. This agreement with the carnival vendor is contingent upon City Council approval of the new date. To align these partnerships and provide operational consistency, Communications & Events is recommending extending the SoundSkilz contract through 2028.
The Taste of Jalisco Festival celebrates the sister city relationship between Cathedral City and Tequila, Jalisco, Mexico, featuring music, fashion, spirits, culture, and cuisine through live musical and dance entertainment, Mexican-inspired food, tequila tasting, kid zone, and outdoor market.
DISCUSSION:
Proposed Date Changes: The festival would move from its traditional first weekend in February to the weekend closest to Cinco de Mayo (May 5th) each year, which provides several advantages:
Enhanced marketing opportunities with natural Cinco de Mayo tie-ins Better alignment with Mexican cultural celebrations
Increased profitability potential due to cultural relevance Improved weather conditions compared to February's wet and chilly temperatures – the average high temperature in Cathedral City on May 5 is 91 degrees and the average overnight low is 63 degrees.
Improved event calendar distribution throughout the year Utilization of a weekend with reduced competition from other Coachella Valley city events
Time Adjustment: Due to the warmer daytime temperatures in early May, the festival schedule will be adjusted to run from 4:00 PM to 11:00 PM, providing a more comfortable experience for attendees during the more moderate evening hours.
Three-Year Alignment: The contract extension to include 2028 provides several operational benefits:
Alignment with SoundSkilz's three-year commitment to Helm & Sons Amusements Operational consistency and improved vendor coordination Enhanced planning capabilities for multi-year marketing and sponsorship strategies Cost efficiencies through longer-term partnerships
Audience Considerations: While Cathedral City's part-time residents typically depart around April-May, the Taste of Jalisco Festival is specifically designed to serve the local and broader Coachella Valley audience. Due to the target demographic and the enhanced cultural relevance of the Cinco de Mayo timing, staff does not anticipate a decline in attendance. In fact, the expectation is that the decreased likelihood of rain and cold evenings will have a positive effect on attendance.
FISCAL IMPACT:
The contract extension maintains the previously approved compensation structure with SoundSkilz, Inc. The 2028 event compensation of $123,000 is already outlined in the existing contract. No additional fiscal impact beyond the previously approved amounts is anticipated.
Current Contract Amounts:
2026 Event: $113,000
2027 Event: $118,000
2028 Event: $123,000
Funding for these events is included in the Communications and Events budget (100-100- 130-133-8600-8601).
FIVE-YEAR STRATEGIC PLAN:
This action supports Goal F-3: Promote additional community events and celebrations. The enhanced alignment with Cinco de Mayo strengthens the cultural significance of the event while supporting the City's commitment to celebrating diversity and fostering community engagement through signature events.
ATTACHMENTS:
1. Taste of Jalisco Festival Contract 2026-28