TO:
VIA:
FROM:
DATE:
SUBJECT
FISCAL
IMPACT:
SUMMARY:
CITY COUNCIL
CITY ADMINISTRATOR
Placentia City Council
DIRECTOR OF COMMUNITY SERVICES
APRIL 19, 2022
FISCAL RECAP OF 2021 HERITAGE FESTIVAL AND APPROVAL OF 2022 EVENT
2021 EXPENSE: $ 104,568
2021 STAFF COST: $ 32,200
2021 SUPPLIES COST: $ 72,368
2021 REVENUE: $ 23,474
2022 EXPENSE: $ 75,600
TOTAL EVENT COST
INCLUDES ALL CITY STAFF
GENERAL FUND
ESTIMATED SUPPLY/EQUIPMENT
EXPENDITURES FOR FY 2022-23
The City of Placentia Community Services Department (the "Department") serves as the liaison to the Heritage Committee ("Committee") and monitors all expenses and revenues associated with the Heritage Festival ("Festival"). The total expenses of the 2021 event, including staff costs, media production, and supplies was $104,568. Revenue from the event was generated from vendor applications and entry fees for the band review and the car show, totaling $23,474. The event's net cost to the City was $81,094 after applying event revenues to the total cost of the event.
The Committee is requesting approval of the event date, location, and parade route for the 2022 Festival. The Committee requests to keep the same parade route that was utilized for the 2021 Festival. Included in this request is a tentative event date of Saturday, October 8, 2022, with estimated expenditures of $75,600 for supply costs based on the 2021 event expenditures and utilizing a 5% Consumer Price Index (CPI) increase. This action approves the date, location, and estimated expenditure amount for supplies.
RECOMMENDATION:
It is recommended that the City Council take the following actions:
1. Approve the Heritage Committee's recommendation of event date and location for the 2022 Heritage Parade and Festival; and
1. e.
Apr. 19, 2022
City Council Agenda
April 19, 2022
2. Consider the Heritage Committee's request for the City to fund $75,600 for the 2022 Heritage Festival in the Fiscal Year 2022-23 budget.
DISCUSSION:
The Department serves as the liaison to the Committee and closely monitors all expenses and revenues associated with the Festival. The Committee worked with Staff to plan and organize the 56th Annual Heritage Festival, which was held on Saturday, October 9, 2021. The total expenses for the 2021 event, including staff costs, media production, and supplies was $104,234. Revenue from the event was generated from vendor applications and entry fees for the band review and the car show, totaling $23,847. The event's net cost to the City was $80,386 after applying event revenues to the total cost of the event.
The 2021 event marked the return of the Heritage Festival following a particularly challenging year during the COVID-19 pandemic, in which the event was cancelled. The 2021 event featured, over 150 cars in the car show, over 25 bands in the band review, over 50 parade entries, 9 food vendors, 25 nonprofit vendors, 16 craft vendors, and 16 Home Based/Business Expo vendors.
While the 2021 event was well attended, it was anticipated that a rise in expenditures and a decrease in revenues was likely to occur, given the ongoing pandemic. Compared to the 2019 event (pre pandemic), the 2021 event had less vendors in the park and experienced increased costs in supplies. The budgeted amount for the event supplies/equipment for the 2021 event was $63,200 based on the prior year's actual expenditures. In 2021, during the COVID-19 pandemic, many vendors were not able to supply the equipment needs at a lower cost due to staff/equipment shortages, resulting in higher expenses as compared to the 2019 event. Similarly, due to the pandemic, the 2021 event experienced a decrease in revenue as compared to the 2019 event, as some vendors and businesses were not able to participate. In 2019, revenue collected totaled $35,465, whereas the 2021 event collected $23,847.
The total parade route distance in 2021 was 1.10 miles. The parade began at the intersection of Kraemer Boulevard and Yorba Linda Boulevard. The parade started at 9:15 a.m. and traveled north on Kraemer Boulevard in the southbound lanes, ending at the Festival location at Tri -City Park. The band review began at 9:00 a.m. at Palm Drive and Yorba Linda Boulevard. Bands traveled west on Yorba Linda Boulevard and fed into the parade north on Kraemer Boulevard in the southbound lanes, ending at the Festival location at Tri -City Park. The non -competing bands were staged in the westbound lanes of Yorba Linda Boulevard and the competing bands staged in the eastbound lanes of Yorba Linda Boulevard. The bands joined the main body of the parade at the intersection of Kraemer Boulevard and Yorba Linda Boulevard. The total distance of the band review portion of the parade was 0.38 miles. The buses of the non -competing bands traveled north onto Brookhaven Avenue to their parking destination on Golden Avenue. The Committee recommends continuing the same parade route for the 2022 event that was utilized in 2021.
Activities proposed for the 2022 event will continue to include a craft fair, food vendors, business expo, game area, display booths, beer and wine garden, concert, car show, and entertainment.
The pancake breakfast will begin at 7:00 a.m. with the other Festival activities scheduled to begin at 10:00 a.m. and conclude at 4:00 p.m. Once City Council direction is provided, the planning
City Council Agenda
April 19, 2022
process for the 2022 Festival will continue over the next several months including choosing an event theme.
FISCAL IMPACT:
The cost for the materials, services, and supplies required for the event including items such as traffic control barricades, tables, chairs, porta potties, canopies, electrical equipment, entertainment, and marketing material is estimated to be $75,600, based on the 2021 expenditures and utilizing an estimated 5% increase in CPI for goods and services. The Community Services, Police, Public Works, and Fire and Life Safety Departments' personnel support for the Festival and Parade is estimated to be approximately $33,000, based on prior year expenditures. The 2021 Festival and Parade generated $23,474 in revenue through participation fees, vendor fees, and various sponsorships and donations. The 2022 funding request from the Committee for general event supplies/equipment is $75,600 to be allocated in the Community Services Department General Fund Budget for Fiscal Year ("FY") 2022-23. Additionally, staff costs related to the event will be appropriated during the FY 2022-23 budget process in each appropriate departmental budget.
Prepared by:
Veronica Ortiz
Community Se
Reviewed and approved by:
Jennifer Lampman
Director of Finance
Attachment
2021 Event Expense Sheet
Reviewed and Approved by:
Karen Crocker
Director of Community Services
Reviewed and approved by:
Damien R. Arrula
City Administrator