TO:
VIA:
FROM:
DATE:
Placentia City Council
CITY COUNCIL
CITY ADMINISTRATOR
DIRECTOR OF COMMUNITY SERVICES
OCTOBER 18, 2022
AGENDA REPORT
SUBJECT: CONSIDERATION OF THE 28TH ANNUAL TAMALE FESTIVAL TRANSITION TO
CITY OPERATED EVENT AND RESOLUTION AUTHORIZING TEMPORARY SUSPENSION OF REGULATORY ORDINANCE SECTIONS 23.76.050 AND
10.28.010 FOR THE OPERATION OF THE TAMALE FESTIVAL SCHEDULED FOR THURSDAY, DECEMBER 8, 2022, FROM 4:00 P.M. TO 9:00 P.M.
FISCAL
IMPACT: EXPENSE: $ 37,581.00 (GENERAL FUND)
OFFSETTING REVENUE: $ 28,750.00
SUMMARY:
For over 27 years, the Placita Santa Fe Merchants Association ("Merchants Association") and the City of Placentia ("City") have held the annual Tamale Festival in the historic Old Town area. The positive working relationship between the City and the Merchants association has resulted in a time-honored tradition and event that is visited by thousands of attendees throughout southern California each year. This year, due to a lack of volunteers, and the lingering effects of the COVID- 19 pandemic on the local businesses, the Merchants Association has made the difficult decision to not operate the Tamale Festival event. To continue this beloved tradition, which has been woven into the fabric of the City's community events, Staff is recommending that the City take the lead role in the planning and implementation of the Tamale Festival this year and for future years.
To facilitate this event, certain regulatory ordinances must be temporarily suspended. In addition, due to the size and location of the event, and based upon the costs for similar events hosted by the City, the estimated cost of these services is approximately $37,581. It is anticipated that revenue generated from the event will be approximately $28,750 from vendor booth fees, which leaves a net cost to the City of approximately $8,831. It is important to note that in prior years, the City's net cost for the event has ranged between $2,000 and $10,000 depending on the City's fiscal position.
This item requests the City Council consider the approval of transitioning the 28th annual Tamale Festival to a City operated event and the adoption of a resolution temporarily suspending certain regulatory ordinances to allow the Tamale Festival to be held on December 8, 2022, and requests approval of the event expenditures.
City Council Agenda
October 18, 2022
RECOMMENDATION:
It is recommended that the City Council take the following actions:
1. Receive and file the staff report; and
2. Consider the approval of transitioning the 28th annual Tamale Festival to a City operated event and approve the expenditures associated with the operation of the Tamale Festival to be held on December 8, 2022; and
3. Approve Resolution No. R-2022-69, A Resolution of the City Council of the City of Placentia, California authorizing a budget amendment in Fiscal Year 2022-23 in compliance with City Charter of the City of Placentia §§1206 and 1209 pertaining to appropriations for actual expenditures; and
4. Adopt Resolution No. R-2022-70, a Resolution of the City Council of the City of Placentia, California, authorizing the temporary suspension of regulatory ordinance Sections
23.76.050 and 10.28.010 of the Placentia Municipal Code for the operation of the Tamale Festival on December 8, 2022, on the 100 and 200 Blocks of Santa Fe Avenue and the 200 Block of Bradford Avenue.
STRATEGIC PLAN STATEMENT:
There is no specific strategic planning goal or objective associated with this agenda item.
DISCUSSION:
For 27 years, the Placita Santa Merchants Association ("Merchants Association") has led the planning and implementation of the Tamale Festival event with the assistance of City support services. The event is widely known, draws large crowds throughout southern California, and has become a cherished tradition within the Placentia community.
The Tamale Festival would normally otherwise celebrate its 28th anniversary on Thursday, December 8, 2022. This time-honored event has been traditionally hosted by the Merchants Association with support services from the City's Police Department, Public Works, Fire and Life Safety, and the Community Services Departments. This year, due to a lack of volunteers and the lingering effects of the COVID-19 pandemic on the local businesses, the Merchants Association has made the difficult decision to not operate the Tamale Festival. To continue the tradition of this beloved community event, Staff is recommending that the City Council consider whether or not the City should take the lead in the planning and implementation of the 28th annual Tamale Festival event. If approved, Staff seeks to host the event on Thursday, December 8th during the hours of 4:00 p.m. to 9:00 p.m.
BACKGROUND
During the early years of the Tamale Festival, the City provided $10,000 of City grant funds to help offset the event expenditures to the Merchants Association. In 2010, due to the lack of available funding, the City Council determined that the City could no longer provide the $10,000 sponsorship towards this event, however, the City continued to commit support services from
City Council Agenda
October 18, 2022
Police, Public Works, and Community Services personnel. At that time, the cost for these services was determined to be $8,000. The City Council requested that the Merchants Association contribute $4,000 towards offsetting the costs of these services, which resulted in a net cost to the City of $4,000.
Currently, costs for City support services have increased to approximately $10,000. Due to the rising costs for City support services, the current contribution provided from the Merchants Association has increased to $8,000, which has resulted in a net cost to the City of approximately $2,000. If the City were to take over the full operations of the 2022 Tamale Festival event, it is estimated that supply costs would be $27,581 and Staff costs would be $10,000, which is identified in Attachment 2 of this report. Given the estimated expenditures and revenue associated with the operation of the event, it is anticipated that the 2022 Tamale Festival will result in a net cost to the City of approximately $8,831.
The event will include food booths featuring a variety of restaurants, business and non-profit booths, live entertainment, a visit and gifts from Santa Claus, a kid's game area, a live nativity scene, a Posadas procession, and a Holiday Tree Lighting. In addition, multiple beer and wine booths will be operated by different vendors.
The event area will include the 100 and 200 blocks of Santa Fe Avenue and the 300 block of Bradford Avenue. The Community Services Department will lead the event planning and implementation and will directly handle, event vendors, general logistics, and Health Department approval. As in prior years, the Public Works Department will be responsible to oversee the closure of the event streets and parking lots, and electrical logistics. Additionally, the Police Department and the Fire and Life Safety Departments shall oversee the safe operation of the event and provide medical, and first aid assistance as needed.
Furthermore, the suspension of the following two (2) sections of the Placentia Municipal Code is necessary to conduct the event:
(1) Section 23.76.050 to allow for amplified sound which may exceed the noise level standards on Santa Fe Avenue and Bradford Avenue; and
(2) Section 10.28.010 to allow the consumption of alcohol on public property.
The attached Resolution temporarily suspends the two (2) sections of the Placentia Municipal Code to facilitate the event.
FISCAL IMPACT:
The estimated General Fund expenditures for personnel and equipment that will be needed to support the Tamale Festival event is approximately $37,581. It is anticipated that revenue generated from the event will be approximately $28,750 from vendor booth fees, resulting in a net cost to the City of approximately $8,831. It is important to note that in prior years, the City's net cost for the event has ranged between $2,000 and $10,000 depending on the City's fiscal position.
If approved, expenditures that are not currently identified in the Fiscal Year 2022-23 budget, shall be allocated in the General Fund, per the budget resolution for the operation of the 2022 Tamale Festival event.
City Council Agenda
October 18, 2022
Prepared by: Reviewed and approved:
Veronica Ortiz Karen Crocker
Community Services Coordinator Director of Community Services Reviewed and approved: Reviewed and approved:
Jennifer Lampman Damien R. Arrula
Director of Finance City Administrator
Attachments:
1. Resolution No. R-2022-69 — Budget Amendment
2. Resolution No. R-2022-70 — Temporary Suspension of Regulatory Ordinance
3. 2022 Event Budget spreadsheet