Agenda Report
Fullerton City Council
MEETING DATE: FEBRUARY 6, 2024
TO: CITY COUNCIL / SUCCESSOR AGENCY
SUBMITTED BY: DAISY PEREZ, DEPUTY CITY MANAGER
PREPARED BY: AMANDA ARBISO, PARKS AND RECREATION MANAGER
MANDY MONCURE, EVENTS SPECIALIST
SUBJECT: CITY-HOSTED JULY SPECIAL EVENT CELEBRATION OPTIONS
SUMMARY
Staff seeks direction whether to hold a City-hosted special event this July as a Fourth of July event on the California State University, Fullerton campus, a Fourth of July celebration in the Downtown or hold an alternate special event in July.
PROPOSED MOTION
Direct staff to present a budget amendment at a future City Council meeting to request increased funding for the Fourth of July Event in Downtown Fullerton.
ALTERNATIVE OPTIONS
Approve the Proposed Motion
Direct staff to move forward with the planning and production of a Fourth of July celebration with one of the following options:
Fireworks show and festival in the Downtown Plaza
Fireworks show at CSUF
Festival with fireworks at CSUF
Direct staff to move forward with a distinctive Fullerton based event such as Founders Day event featuring a community parade and fireworks Do not move forward with an event due to fiscal costs
Other options brought by City Council.
STAFF RECOMMENDATION
Staff recommends the Proposed Motion.
Alternatively, City Council could direct funds towards a distinctive Fullerton-based event, exemplifying community pride and showcasing the unique assets that make Fullerton special.
The City could host a Founder’s Day event as a weekend festival featuring a community parade and fireworks show as a grand finale. The timing of the event would provide increased accessibility to vendors and the public, strategically avoiding competition with Fourth of July celebrations in neighboring cities such as La Habra, La Mirada, Brea and Buena Park.
CITY MANAGER REMARKS
The City Manager recommends moving forward with the Fourth of July event in the Downtown and requests additional budget allocation.
Alternatively, staff has identified that an alternative event could occur if the City Council decides not to move forward with the Fourth of July event in the Downtown or at Cal State Fullerton.
PRIORITY POLICY STATEMENT
This item matches the following Priority Policy Statement:
Fiscal and Organizational Stability.
FISCAL IMPACT
The City allocated $142,384 for a Fourth of July Celebration in the Fiscal Year (FY) 2023-24 budget. The following outlines estimated costs of the different event options:
Fourth of July Firework Show and Festival in Downtown Plaza: $195,000 Fourth of July Firework Show at CSUF: $210,000
Fourth of July Firework Show and Festival at CSUF: $280,000 Founder’s Day Weekend Celebration (includes parade and fireworks): $200,000 The identified costs do not include city staff production or public safety event costs nor account for any revenue generated from sponsorships and ticket sales. Staff will present a budget appropriation request at a future City Council meeting once City Council has provided direction for the event.
BACKGROUND AND DISCUSSION
The City of Fullerton held the annual Fourth of July Fireworks event, which began in 1990, at the Fullerton Union High School for 28 years until COVID-19 safety protocols prevented the City from producing the event. Attendees to watched the fireworks show from the high school softball fields and the City staged the fireworks across the street in the Fullerton College parking structure. Both schools made improvements to their campuses (new structures and solar panels) during the pandemic shut down which prevented future fireworks use. Staff presented different options for a July 3rd or Fourth of July celebration to City Council in 2023. City Council directed staff to pursue the opportunities with CSUF to host a Fourth of July celebration.
Staff explored alternative sites for the Fourth of July event in 2024, considering various options to ensure a memorable celebration. All event options, excluding the fireworks-only show at CSUF, would include a live band, street food vendors, food trucks and a kid zone and entertainment. Each event has unique additional costs that include lighting, restrooms, tenting and additional staffing due to venue configuration and infrastructure.
Staff also evaluated an alternative event, such as a Founder’s Day Festival to celebrate Fullerton's founding on July 5, 1887. This provides an opportunity for a unique celebration highlighting the assets that make Fullerton a great city to live in.
The second proposal suggests hosting a Fourth of July Fireworks and Festival in the Downtown Plaza.
The third option would host a fireworks-only show at CSUF. This alternative utilizes university space and potentially simplifies logistical concerns, although it would lack the entertainment that a festival component brings.
The fourth option combines a fireworks show with a festival at CSUF.
All potential locations, excluding the CSUF options, offer opportunities to effectively utilize safety personnel for street closures and ensure comprehensive event safety.
Securing a July celebration guarantees a two-year contract with the fireworks company, which includes a New Year’s Eve commitment and an option for an additional third-year contract for the Downtown Plaza location.
Staff has not contracted with potential vendors pending a decision on this year’s Fourth of July event. This approach ensures flexibility and allows for informed decisions once the City has determined the event details and direction.
Downtown Plaza – Fireworks and Festival
The Downtown Plaza and Wilshire Parking Structure houses the First Night event and Downtown Fullerton Market. This location replicates the setup from First Night 2024, streamlining the planning process for City staff and vendors familiar with the layout. This option has confirmed firework availability for a low aerial show lasting approximately 13 to 15 minutes. The expansive areas of the Downtown Plaza, Wilshire Avenue, Pomona Avenue and Amerige offer ample space for all event entertainment. The Plummer Parking Structure, transportation center and surrounding parking lots have convenient parking for attendees.
The cost to produce the Downtown Plaza event totals $195,000, with an estimated $140,000 net cost.
California State University, Fullerton (CSUF) - Fireworks Only The CSUF parking lot is the only remaining venue in the City able to accommodate a large aerial fireworks show, with a viewing area at the intermural fields. The FY 2023-24 budget includes this fireworks-only option. The aerial show would last approximately 18 to 20 minutes. CSUF would charge an estimated $80,000 - $90,000 rental fee for a fireworks-only event.
The cost to produce the California State University, Fullerton event totals $210,000, with an estimated $200,000 net cost.
California State University, Fullerton (CSUF)- Fireworks and Festival This option would hold a festival on the CSUF intramural fields including a live band, food trucks, fireworks show and activities for kids in addition to the fireworks show.
The cost to produce the California State University, Fullerton event totals $280,000, with an estimated $220,000 net cost.
Event Alternative – Founders Day Festival
This option redirects funds from the Fourth of July event to a distinctive Fullerton-based celebration capturing community pride and highlighting the unique assets that define Fullerton. This event would include a community parade, a weekend festival and a fireworks show, serving as a grand finale to the festivities. This alternative would have increased accessibility to vendors and the public and avoid competition with Fourth of July events in neighboring cities. Furthermore, this approach provides an opportunity to commemorate the founding of Fullerton on July 5, 1887 and celebrate the many iconic brands that originated in the City. The focus of a Fullerton-centric event aims to foster a sense of community, preserve local traditions and create a memorable experience for residents and visitors alike.
The cost to produce the Event Alternative totals $200,000, with an estimated $140,000 net cost. cc: City Manager Eric J. Levitt
City Hosted Special July Event Celebration Options
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