TO:
VIA:
FROM:
DATE:
Placentia Cit Council
CITY COUNCIL
CITY ADMINISTRATOR
DIRECTOR OF COMMUNITY SERVICES
NOVEMBER 7, 2023
AGENDA REPORT
SUBJECT: RESOLUTION AUTHORIZING TEMPORARY SUSPENSION OF REGULATORY ORDINANCE SECTIONS 23.76.050 AND 10.28.010 FOR THE OPERATION OF THE 29TH ANNUAL TAMALE FESTIVAL SCHEDULED FOR THURSDAY, DECEMBER 7, 2023
FISCAL
IMPACT: ESTIMATED EXPENSE: $.48,500 (104073 GENERAL FUND) ESTIMATED OFFSETTING REVENUE: $ 45,000
SUMMARY:
For over 28 years, the Placita Santa Fe Merchants Association ("Merchants Association") and the City of Placentia ("City") have held the annual Tamale Festival in the historic Oldtown 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. Last year, due to lack of volunteers, and the lingering effects of the COVID- 19 pandemic on the local businesses, the Merchants Association 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, the City took the lead role in planning and the implementation of the event. This year, Staff is recommending that the City continue take the lead role in the planning and implementation of the Tamale Festival event permanently.
To facilitate this event, certain regulatory ordinance sections must be temporarily suspended pursuant to Section 1.14.020 of the Placentia Municipal Code. In addition, due to the size and location of the event, and based upon the costs for the 2022 Tamale Festival event, the estimated cost of these services is approximately $48,500. It is anticipated that revenue generated from the event will be approximately $45,000 from vendor booth fees, therefore, the net cost to the City is estimated to be approximately $3,500.
This item requests the approval for the operation of the 29th annual Tamale Festival event and the adoption of a resolution temporarily suspending certain regulatory ordinances to allow the Tamale Festival to be held on December 7, 2023 in the historic Oldtown area.
1.g.
Nov. 07, 2023
City Council Agenda
November 7, 2023
RECOMMENDATION:
It is recommended that the City Council take the following actions:
1. Approve the 29th annual Tamale Festival to be a City operated event and approve the expenditures associated with the operation of the Tamale Festival on December 7, 2023; and
2. Adopt Resolution No. R-2022-84, a Resolution of the City Council of the City of Placentia, California, a) 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 7, 2023, on the 100 and 200 Blocks of Santa Fe Avenue and Bradford Avenue; and b) granting authority to the City Administrator or his/her designee to authorize the temporary suspension of the regulatory ordinance Sections 23.76.050 and 10.28.10 of the Placentia Municipal Code for the operation of the Tamale Festival held annually in December for the next five (5) years through 2028.
STRATEGIC PLAN STATEMENT:
There is no specific strategic planning goal or objective associated with this agenda item.
DISCUSSION:
Prior to 2022, Placita Santa Merchants Association ("Merchants Association") 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, and has become a cherished tradition in the Placentia community.
The Tamale Festival will celebrate its 29th anniversary on Thursday, December 7, 2023. The event has been traditionally hosted by the Merchants Association with the City of Placentia ("City") staff support from Police, Public Works, Fire Life and Safety, and the Community Services Departments. In 2022, due to lack of volunteers and the lingering effects of the COVID-19 pandemic on the local businesses, the Merchants Association made the difficult decision not to operate the Tamale Festival. The City took on the lead role of planning and implementing the 2022 Tamale Festival event. To continue the tradition of this beloved community event, Staff is recommending that the City continue to take the lead in the planning and implementation of the Tamale Festival event for 2023.
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, and a Holiday Tree Lighting. In addition, 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 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. The Public Works Department will be responsible for overseeing the closure of the event streets and parking
City Council Agenda
November 7, 2023
lots, and electrical logistics. The Police Department and the Fire and Life Departments shall oversee the safe operation of the event and provide medical and first aid assistance.
Additionally, 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.
In addition, as this is an event which has been reoccurring for many years under similar terms and conditions, and in order to maximize efficiency for this annual event, Staff is requesting the City Council grant authority to the City Administrator or his/her designee to authorize the temporary suspension of the regulatory ordinance Sections 23.76.050 and 10.28.10 of the Placentia Municipal Code for the operation of the Tamale Festival held annually in December for the next five (5) years through 2028. This authority has been incorporated in the proposed resolution.
FISCAL IMPACT:
The City's subsidy for the 2022 Tamale Festival event totaled approximately $6,500.00 for the 2023 event, Staff anticipates an increase in revenue, resulting in a decrease in subsidy compared to the 2022 event. It is expected that the increase in revenue will be generated from a larger number of vendors participating, an increase in beer garden sales as this year a cashless option to accept credit and debit cards will be implemented, and an estimated savings in entertainment costs. While the City's goal for the event is to eventually achieve a zero subsidy for the operation of the Tamale Festival event, Staff recommends increasing vendor fees gradually by evaluating vendor fees annually based on the current Consumer Price Index (CPI).
Based on the 2022 event actual expenditures, the estimated General Fund expenditures for personnel and equipment that will be needed to support the 2023 Tamale Festival event is approximately $48,500, which was included in the FY 2023-24 budget. It is anticipated that revenue generated from the 2023 event will be approximately $45,000 based actual revenue generated from the 2022 event and the planned changes for the 2023 event, resulting in a net cost to the City of approximately $3,500.
Prepared by:
nl�
Veronica Ortiz
Deputy Director of Commu r ity Services
Reviewed and approved:
I
Karen Crocker
Director of Community Services
City Council Agenda
November 7, 2023
Reviewed and approved:
� L
Jennifer"Lampman
Director of Finance
Reviewed and approved:
Damien R. Arrula
City Administrator
Attachment:
Resolution No. R-2023-84 — Temporary Suspension of Regulatory Ordinance