PISMO BEACH CITY COUNCIL STAF REPOR
Agenda Item #12.A
Meetin Date: March 17, 2025
TITLE:
Pismo Beach Car Show Event Direction
RECOMMENDATION:
Provide direction to staff regarding the annual Classic Car Show event, including whether or not to reduce the scope of the event; and whether or not to pursue additional cost recovery measures.
BACKGROUND:
The privately-organized annual Classic Car Show is an important legacy event for the Pismo Beach community. This year is the 40th Anniversary of the Pismo Beach Car Show.
The Car Show has evolved over the years in both timing and scope. Originally held on the weekend of Father’s Day, the car show has in recent years been held on the weekend following Memorial Day, bringing more visitors to the city during a slower week and weekend, thus benefiting the City through increased sales tax and transient occupancy tax revenues.
The City’s contract with the current organizer of the event expires December 31, 2026, and staff seeks direction from the Council on the development of a Request for Proposals for the new contract term.
DISCUSSION:
The City first contracted with Just Cruzin Productions for the management of the event in 2005. On December 7, 2021, the City Council authorized an agreement with Just Cruzin Life Foundation, a successor entity to Just Cruzin Productions, which agreement will expire on December 31, 2026.
In order to allow enough lead time for the event to continue in 2027, staff will need to proceed with preparing a request for proposals (RFP) for a vendor to promote and manage the event for the next contract term. In consideration of community feedback received about the event (see Attachment 5), as well as internal discussions about the logistical, safety, and financial impact of the event, staff seeks direction from the City Council that will guide the preparation of the RFP.
Direction sought from the Council includes, but is not necessarily limited to, the following:
Should the event be scaled down in order to reduce traffic congestion, reduce impacts to nearby neighborhoods, and address other concerns? o To facilitate discussion, the following exhibits have been provided:
Attachment 1 depicts the layout of the event in 2021, prior to the current agreement term.
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Attachment 2 depicts the event as it will be organized for the May 29–31, 2026 Car Show.
Attachment 3 depicts a potential reduced layout that includes Price Street.
Attachment 4 depicts a potential reduced layout that includes Dolliver Street.
Should the vendor be required to pay more to offset the direct cost to the City for the event, relating to traffic control, public safety personnel presence, and other measures? Further analysis is provided in the Fiscal Considerations section below.
Should additional measures be taken to address safety and traffic concerns? Following relinquishment of Highway 1/Dolliver Street from Caltrans to the City, should the event be relocated to the Dolliver Street corridor in order to reduce impacts to the Price Street corridor?
Should the term of the new vendor agreement be limited to three years, or extended to five for ease of administration and continuity?
Figure 1. Car Show on Price Street
Fiscal Considerations
There is a direct fiscal impact to the City of Pismo Beach associated with hosting the Car Show. The estimated cost to the City, including overtime and additional operational expenses required to support the event, is approximately $101,800.
Historically, vendor agreements have reimbursed the City for a portion of these costs.
Under the existing vendor agreement, the City will receive $28,139 in 2026. A new agreement, consistent with past agreements, would also include an annual 3% Consumer Price Index (CPI) adjustment applied to vendor payments, so the estimated cost to the vendor could be $28,983 in 2027. The proposed new agreement would increase vendor Council Agenda 3-17-2026 12.A-2
contributions to help offset the City’s labor and operational expenses and include reimbursement for the Traffic Control Plan.
Table 1 summarizes the direct projected revenues and expenses associated with the Car Show, resulting in a net cost the City of $62,817, based on 2026 estimated costs.
Table 1: Car Show Projected Revenues and Expenses
Item Fiscal Impact
Pro ected Revenues
Vendor A reement $28,983
Vendor traffic control plan and other operational
Expenses 10,000
Total Pro ected Revenues $38,983
Estimated Expenses
Labor and Expense Projection $101,800
Total Estimated Expenses $101,800
Net City Cost $(62,817)
While the event results in a net direct cost to the City, the Car Show generates additional financial and economic benefits for the community. The event occurs during a typically slower tourism period between Memorial Day weekend and Father’s Day and/or Cal Poly graduation weekend, helping to increase visitation and economic activity.
Based on data from the 2025 Car Show and an estimated 50,000 visitors, the event generated approximately $100,000 in additional City tax revenues, including:
Transient Occupancy Tax (TOT)
Sales and Use Tax
Transaction Sales and Use Tax (Measure F-24)
These revenues are generated through increased lodging occupancy, restaurant activity, retail spending, and other visitor-related purchases during the event weekend.
Overall, the event is estimated to generate approximately $1.7 million in economic activity for Pismo Beach businesses, providing significant economic benefit to local hotels, restaurants, retailers, and other businesses.
Conclusion and Recommendation
Staff recommends that the City Council provide direction to staff regarding the event scope and other contract considerations, as outlined in this report, in preparation for the release of a Request for Proposals for a vendor to organize and promote the Classic Car Show beginning in 2027.
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FISCAL IMPACT:
There is no direct fiscal impact associated with staff’s recommendation. Depending on the Council’s direction with respect to the vendor’s required financial contribution in future years of the event, there will be a budget impact to be analyzed when the agreement is returned for award.
ATTACHMENTS:
1. 2021 Past Car Show Map
2. 2026 Current Car Show Map
3. 2027-2029 Car Show Map
4. 2027-2029 Car Show Map Removing Price Street
5. Pismo Beach Chamber Survey
Submitted by: Gordon Jackson, Director of Tourism and Events City Manager Approval:
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Attachment 1:
Attachment 1
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Attachment 2:
Attachment 2
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Attachment 3:
Attachment 3
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Attachment 4:
Attachment 4
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Total Responses: 75 10 20 30 40 50 60 70 75
Do you feel the car show is the right size?
Yes - 48
No, it should be smaller - 7
No, it should be bigger - 7
No opinion - 13
Did the show create any safety concerns?
Yes - 12
No - 63
Unsure - 0
Were you happy with the vendors?
Yes - 68
No - 7
Unsure - 0
ANNUAL CAR SHOW FEEDBACK RESULTS
Comments: 1) would not want it any bigger. It is already difficult to move around during that time. 2) It could be bigger but it would have to be looked at logistically. 3) Bring it down Cypress street further to the south. 4) It's too big it overwhelms our city. 5) It should be more on Dolliver and out of the side streets where people live.
Comments: Overall there were no major safety concerns. Feedback was given on the change in attendance demographics that could be an issue in the futuere. Also concerns regarding the excessive number of people on the pier and the inability to get access in case of an emergency. There was praise of the local law enforcement and their constant presence.
Comments: 1) Businesses are very happy with the vendors. 2) they like that the car show has cut down on food vendors which has positively impacted restaurants. 3) There shouldn't be any vendors that compete with local businesses. Some of the gift/souvenir items should be limited.
Attachment 5
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Should the car show be moved from Price to
Dolliver?
Yes - 30
No - 30
Unsure - 15
Did you attend the reception?
Yes - 8
No - 67
Did you attend the cruise?
Yes - 45
No - 30
Do you like the cruise?
Yes, both days - 26
Yes, but only one day - 18
No - 19
No preference - 12
Does your business benefit from the car
show?
Yes - both sales and foot traffic - 60
No - we are open but slow - 10
No - we close that weekend - 5
Comments: 1) Having it all on Dolliver would make it easier to manage. 2) Removing it from Price would remove foot traffic from that street hurting businesses. 3) We shouldn't have any cars on Price or the side streets. 4). Price Street is too far, move it to Dolliver and make it smaller.
Attachment 5
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Feedback on the organizer?
Positive - 47
Negative - 0
No opinion - 23
Did you get the postcard? Was it effective?
Yes, very effective - 37
Yes, not effective - 3
No, did not receive - 35
Overall Comments
It is a well known, well attended event that benefits the city. Parking is always a problem though. Perhaps a parking area further away They need to provide parking and a map for people to find it.
The employee parking on Bello is helpful.
The cars reving their engines in parking lots is extremely disruptive and should not be allowed.
The cruise could be shorter in time, the cars do not need to go by so many times. It makes it difficult fo those who have had enough to leave.
Relocating on Dolliver
I feel like the car show is good for the town
Great for Business, expand the area towards cypress and Stimson I think its a great city event.
Instead of having it for 2 day make it a 3 day event. Friday, Saturday and Sunday. That way events can be spread out instead of crammed Comments: The majority of those who received them found them helpful. Only a small number did not find them effective. Those who did not receive these said that they get the maps directly from the Chamber or attended a townhall meeting to get the information.
Comments: Overall opinion is very positive of this vendor. There were no negative comments, with very few having no opinion on the matter. There was some feedback that while they feel positively about the vendor, they find it hard to reach them outside of the event.
Comments: The overall sentiment is that businesses see a great increase in sales during this time. Businesses outside the downtown core do not see as much as an impact. Some businesses choose to close that day as it makes sense for their business.
Attachment 5
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Too bad new people can't get into the show. They should keep a certain number of spaces for new cars and not just sell out with the same old cars.
We haven't and any safety issues but the type of guest has diminished over the years. Too many low rider clubs participating.
They need a better class of cars. Make it a true classic car show, not just anyone with an old car.
If off ramps will be closed it would be helpful for businesses to have advanced notice for our staff.
Too many cars and people on the pier. If a medical emergency happened they would never reach them.
It's nice to see this event continuing for all these years. Great event to promote Pismo Beach.
We love the car show!
Sunday needs to be eliminated or cut down to 12:00 pm. Many people are already gone by then.
Attachment 5
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