TO:
VIA:
FROM:
DATE:
Placentia Cit Council
CITY COUNCIL
CITY ADMINISTRATOR
DIRECTOR OF COMMUNITY SERVICES
APRIL 16, 2024
AGENDA REPORT
SUBJECT: RECAP OF 2023 HERITAGE FESTIVAL AND APPROVAL OF 2024 EVENT FISCAL
IMPACT:
SUMMARY:
2023 EXPENSE:
2023 STAFF COST:
2023 SUPPLIES COST:
2023 REVENUE:
2024 EXPENSE:
$121,889.08 TOTAL EVENT COST
$ 34,441.47 INCLUDES ALL CITY STAFF
$ 87,447.61 GENERAL FUND
$ 41,735.00
$122,900 ESTIMATED SUPPLY/EQUIPMENT
EXPENDITURES FOR FY 2024-25
The Community Services Department ("Community Services") serves as the liaison to the Heritage Committee ("Committee") and monitors all expenses and revenues associated with the Heritage Festival and Parade. The total expenses for the 2023 event, including Staff costs, media production, and supplies was $121,889.08. Revenue from the event was generated from vendor applications, entry fees for the band review and the car show, donations/sponsorships, totaling $41,735.00, which was a 39.5% increase from the 2022 event revenue. The net cost to the City for 2023 was $80,154.08 after applying revenues to the total cost of the event.
For the 2023 event, City staff, including representatives from Police, Fire & Life Safety, Community Services and Public Works conducted a thorough review of the Heritage Festival planning and operations. Following the review of the event, Staff and the Committee agreed that improvements were necessary to achieve a more organized and streamlined event, decrease City subsidy, and address concerns about the health and safety of all event participants. In response to the identified concerns, Staff and the Committee recommended the following areas for improvements for the 2023 event:
• Shortening of the Parade Route
• Implementation of the Heat Index Policy
• Increased Vendor/Participant Fees
• Implementation of Sub -Committees
• Increased solicitation of sponsorships
• Increased Staff involvement in Parade logistics
• Encourage greater community involvement
1.1 April 16, 2024
City Council Agenda
April 16, 2024
After implementation of the recommended improvements, City Staff and the Heritage Committee found that the 2023 event was much more streamlined and received positive feedback from event participants, vendors, and parade entries. It was also noted that revenue increased by 39.5% in 2023 as compared to the previous year. Overall expenses for the operation of the event did not exceed the total budgeted amount. By implementing the necessary changes to the 2023 event, Staff and the Committee found that the goal to increase event revenue was accomplished. City Staff and the Heritage Committee recommend continuing the same improvements that were implemented in 2023 for the 2024 event, with minor adjustments to the Band Review route.
Also included in this request is a tentative event date of Saturday, October 19, 2024, with estimated expenditures of $122,900, for supply and staff costs based on the 2023 event actual expenditures. This action approves the recommended improvements, the proposed date for the event, and the estimated expenditures for supplies and Staff costs to operate the event to be allocated in the Fiscal Year 2024-25 during the regular budget process.
Additionally, Staff and the Committee ask that the City Council consider approving a tentative date for the 2025 Heritage Festival Event of October 11th to solicit for larger corporate title sponsors.
As sponsors have been contacted in the past, Staff and the Committee have found that many of the large corporations willing to be title sponsors typically plan their donations and sponsorship budgets a year in advance. By tentatively setting the 2025 Festival date, Staff and the Committee anticipate a greater commitment from corporate sponsors.
RECOMMENDATION:
It is recommended that the City Council take the following actions:
1. Review the proposed recommendations presented by Staff and the Heritage Festival Committee and provide feedback; and
2. Approve the recommendations from Staff and the Heritage Festival Committee for the 2024 Heritage Festival and Parade event; and
3. Approve the request for the City to fund $122,900 in supply and staffing costs for the 2024 Heritage Festival to be allocated in the Fiscal Year 2024-25 budget; and
4. Approve vendor and event participation fees to increase based on the City's annual fee schedule update to maintain consistency with the City's overall fee structure for programs and events; and
5. Approve the recommendation from Staff and the Heritage Festival Committee to tentatively approve the 2025 event date for October 11, 2025 in order to better solicit Targe corporate sponsors.
City Council Agenda
April 16, 2024
Page3of5
STRATEGIC PLAN STATEMENT:
There is no specific strategic planning goal or objective associated with this agenda item.
DISCUSSION:
The Heritage Festival and Parade has been a staple in the community for over 50 years. The 2024 event will mark its 59th anniversary. Given its long-standing history, Staff, and the Heritage Festival Committee ("Committee") recognize the importance of this beloved community event and found that the recommended changes that were implemented to the 2023 event, addressed health, and safety, concerns, and enhanced an overall sense of community pride. The 2023 event featured over 100 cars in the car show, over 25 bands, 49 parade entries, 15 food vendors, 35 nonprofit vendors, 20 craft vendors and 13 Home Based/Business Expo vendors.
The 2023 event was well attended. The City and the Committee received positive feedback regarding the implemented improvements from festival attendees, band/parade entries and parade spectators. By utilizing the Heat Index Policy and incorporating a shortened parade route, it was observed that there were limited calls for emergency services, with a total of 4 medical assistance calls. Additionally, it was noted that the shortened parade route provided for a much more streamlined parade by eliminating much of the "gaps" that had continued to be a problem in previous years. The shorter route ensured that spectators were positioned all throughout the route and provided for the best possible viewing experience for event attendees.
Furthermore, the parade ended approximately an hour and half earlier than in previous years, which allowed spectators to attend the festival at Tri -City Park much earlier and provided for more festival attendance. With the parade ending much earlier in the morning than in previous years, the concern that band members would be marching in overly warm afternoon temperatures was greatly decreased.
The total parade route distance in 2023 was 0.5 miles. The parade route began at Kraemer Boulevard and Bastanchury Road and traveled north in the southbound lanes. The Band Review and staging was conducted on the westbound lanes of Bastanchury Road between Kraemer Boulevard and Valencia Avenue. Parade entries were staged on Kraemer Boulevard, south of Bastanchury Road. The bands joined the main body of the parade at the intersection of Kraemer Boulevard and Bastanchury Road.
Staff and the Committee recommend keeping the same parade route as the 2023 event for the 2024 event, with one minor change to the Band Review route. It was noted in 2023, that while the Band Review Route was greatly improved from previous years, the bands needed additional space to properly line up for entry into the parade. Staff and the Committee recommend that the Band Review route begin between McCormick Lane and Valencia Avenue on Bastanchury Road.
The bands will travel westbound on Bastanchury Road to Kraemer Boulevard where they will join the main body of the parade. This adjusted route for the Band Review has been reviewed and approved by the Police Department. The Heat Index Policy shall remain in effect for the 2024 event and will incorporate the following guidelines:
City Council Agenda
April 16, 2024
Page4of5
• As described in the Heat Index Policy, at or above 90 degrees, bands will be required to "dress down" for the parade and competition portion of the event • Bands will be required to march without jackets, capes, and shacko hats • City Staff will be responsible for enacting the Heat Index Policy four (4) days in advance of the event based upon weather information and data
• Failure to comply with the Heat Index Policy, shall result in removal from the event Vendor and participant fees were adjusted in 2023 for the first time after many years. Staff recommends increasing fees based on the City's annual fee schedule update, which will maintain consistency with the City's overall fee structure. It is also recommended to adjust the fees for the Businesses to include an additional level of sponsorship starting at $350.00, with the highest level at $5,000, allowing for more options for participation to the businesses. Feedback received from the businesses indicated that including another sponsorship level would better accommodate their needs and provide additional options to participate. Other than the recommended addition of a sponsor level for Business vendors, it was determined that most other vendors did not have an issue with paying the higher rates. Revenue increased by 39.5% in 2023 as compared to the 2022 event and expenses did not exceed the total budgeted amount. By adjusting vendor fees in 2023, it was noted that the goal to increase revenue was achieved and Staff and the Committee are confident that increased vendor participation will continue to decrease the City's subsidy of the event in 2024. While the goal for cost recovery is to eventually reach 50%, Staff and the Committee recommend continuing to adjust the fees gradually over the course of future years to ensure continued participation of long-standing vendors and participants.
Activities proposed for the 2024 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. The Band Review will begin at 9:00 a.m. and the Parade will begin at 9:30 a.m. with the other Festival activities scheduled to begin at 10:00 a.m. and conclude at 3:00 p.m. Once the City Council direction is provided, the planning process for the 2024 Festival will continue over the next several months including choosing an event theme.
By continuing the implementation of a shortened parade route, encouraging an increase in community -oriented parade entries, and the continued implementation of the Heat Index Policy, Staff anticipates a successful and enjoyable parade and event, as was evident by the improvements made to the 2023 event. It is anticipated that continuing the recommended changes from the 2023 event will again provide for a much more streamlined and organized event. Staff and the Committee respectfully submit the recommendations for consideration for the 2024 Heritage Festival and Parade event.
FISCAL IMPACT:
The 2023 Festival and Parade generated $41,735.00 in revenue through participation fees, vendor fees, and various sponsorships and donations, which was a 39.5% increase from the 2022 event. Total expenses amounted to $121,889.08, which did not exceed the total budgeted amount for the event. The 2024 funding request for general event supplies/equipment and staffing costs is $122,900 to be allocated in the General Fund Budget for FY 2024-25. It is anticipated there will be an increase in revenue to help offset the total costs of the event. It is recommended to increase
City Council Agenda
April 16, 2024
vendor and event participation fees based on the City's annual fee schedule update to be consistent with the City's overall fee structure for programs and events.
Prepared by:
Veronica Orti
Deputy Directo
Reviewed and Approved by:
Karen Crocker
m'munity_ S rvices Director of Community Services
Reviewed and approved by:
L
Jennifer Lampman
Director of Finance
Reviewed and approved by:
Damien R- Arula
City Administrator