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1 RiversideCA.gov
1 RiversideCA.gov
FESTIVAL OF LIGHTS 2022
City Council
May 9, 2023
Community & Economic Development Department
RiversideCA.gov
2 OVERVIEW
November 25 – December 31, 2022
37 TOTAL EVENT DAYS
total attendance
+400,000
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3 PARTNERSHIPS
Volunteer
Committees
RiversideCA.gov
4 CITY STAFF DEPARTMENTS & DIVISIONS
5,000+ Hours
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5 OVERVIEW
Free Community
Photo Visits with
Santa
Food Vendors
All new lit décor
Artisan &
Entertainment
RiversideCA.gov
6 USA Today’s 10 Best named the City of Riverside’s
Festival of Lights the #2 Public Lighted Display
REACH AND RESPONSE
SOCIAL MEDIA
REACH: 15.2 K
• 382% increase in comparison
to last year
• 239%+ more accounts interact
than follow our account
Followers 39.9% Increase –
5,342 Total (24.4% reside in
Riverside)
Instagram
REACH: 27 K
• 24 Posts Average Weekly
• 12,951 Followers
- 82.6% identify as Women
• 200 Average Daily Page Visits
Facebook
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7 EVENT COSTS
Category Description Totals Percentage
of Budget
Decorations Purchase, installation, removal and
storage of decorations, holiday trees
and lights
$331,582 44%
Logistics Safety Services and Rentals included:
security; safety equipment rental;
street closures; portable restrooms;
permits; vendor booths; and fencing
$383,582 51%
Marketing Event signage; photography;
captioning; social media and print
communication; and promotional
items
$7,786 1%
Programming Santa Claus; Artisans; and
Entertainment
$22,468 4%
Total: $745,094 100%
RiversideCA.gov
8 EVENT REVENUE
$13,000
SWITCH-ON
$146,000
FESTIVAL
SPONSORSHIP REVENUEVENDOR REVENUE
$40,000
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9 ADDITIONAL REVENUE
TRANSIENT
OCCUPANCY TAX
PARKING
FEES
$353,818 $777,576
RiversideCA.gov
10 HISTORICAL REVENUE
Revenue
Description 2016 2017 2018 2019 2021 2022
ATTRACTIONS $98,854 $117,648 $124,305 $35,656 $0 $0 HORSE
CARRIAGES
$18,000 $21,000 $18,000 $46,217 $0 $0
VENDORS $144,040 $168,160 $247,298 $170,178 $0 $159,000 SPONSORSHIPS $14,500 $0 $0 $100,000 $40,000 $40,000 PARKING $177,801 $341,622 $409,187 $290,222 $0 $353,818 Total Revenue $453,195 $648,430 $798,790 $642,273 $40,000 $552,818
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11 TRANSIENT OCCUPANCY TAX
RiversideCA.gov
12 ECONOMIC IMPACT STUDIES
Festival of Lights Season Company/Organization Study
Completed By
Economic Impact (Total
Effect)
2010 SMRI $20,693,410
2014 UCR – Center for Economic
Development & Innovation
$47,679,250
2017 SMRI $129,761,577
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13 ECONOMIC IMPACT 2017
Data from the 2017 study shows that survey respondents
estimated the amount that their party spent in total for:
• Lodging & Accommodations - $313.90 per party
• Food - $61.10 per party
• Restaurants - $139.90 per party
• Miscellaneous Retail - $81.10 per party
• Entertainment/Recreation/Attractions - $57.60 per party • Local Transport - $40.90 per party
RiversideCA.gov
14 CROSS-CUTTING THREADS
STRATEGIC PLAN ALIGNMENT
The Festival of Lights incorporates all the cross-cutting threads in its program, procurement, and implementation.
Community
Trust
Equity
Fiscal
Responsibility
Sustainability
and Resiliency
Innovation
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15 That the City Council:
Receive and file this update on
The Mission Inn Hotel & Spa
30th Annual Festival of Lights
and future plans for 2023
RECOMMENDATIONS
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