Agenda Item No. 14
CITY OF YUCAIPA
AGENDA REPORT
TO: Honorable Mayor and City Council
FROM: Megan Wolfe, Director of Community Services Yvw
Mary Johnson, Community Services Supervisor Mw fi1v-t,4g- FOR: City Council Meeting of January 24, 2022
SUBJECT: 2021 Winterfest Wrap -Up
RECOMMENDATION:
That City Council:
1. Receive and file the wrap-up report for the 2021 Winterfest; and
2. Approve a budget adjustment in the amount of $5,726 from additional Winterfest revenues to accommodate Ice Rink expenditures.
DISCUSSION:
The Bch Annual Winterfest was held on Saturday, November 27, 2021, from 12:00 p.m. to 9:00 p.m. in the Historic Uptown. The event was planned and organized with the help of the Winterfest Planning Committee, comprised of the following organizations and corresponding activities:
Organization
City of Yucaipa
Knights of Columbus
Yucaipa Valley Chamber of Commerce
Yucaipa News Mirror
Activi
Live Entertainment, Kids Zone/Santas Village, Ice
Rink, Snow Zone, Photos with Santa, Tree Lighting
Ceremony, Roaming Entertainment and Marketing
Beer and Wine Garden
Management of Food and Merchandise Vendors
Advertisement
The goals of the 2021 Winterfest were to celebrate the beginning of the holiday season and encourage the community to shop local on Small Business Saturday. To maximize attendance, the following marketing efforts took place:
• Print advertisements in the Your Yucaipa Activity Guide. • Posting of event on the City and YPAC Facebook, Instagram, Twitter, NextDoor, and websites.
• Street banner placed on Yucaipa Blvd.
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• Placement of press releases and advertisement in the News Mirror paper, on their Facebook and website.
The approximate attendance for the 2021 Winterfest was 5,000, which is more than previous years.
Positive feedback was received from participants and vendors. Several food vendors sold out of food and merchandise vendors stated the event surpassed their sales expectations.
FISCAL IMPACT:
On September 13, 2021, City Council approved an itemized 2021 Winterfest budget with projected revenues of $7,800 and estimated expenditures in the amount of $31,400, for a net cost of $23,600.
The actual revenue generated from the event was $14,929 and actual expenditures totaled $32,803 for a net cost of $17,875. The net cost provided a favorable variance in the amount of $5,726 in relation to the approved amount of $23,600. Staff recommends the remaining balance of $5,726 be added to the Ice Rink expenditure budget, as the cost of fuel for the ice rink generator was more than anticipated. Staff is finalizing all expenditures and revenues and will return to Council at a later date with a wrap-up Ice Rink report.
Attachment: 2021 Winterfest Wrap -Up Budget
Approved by:14��Z�J Clt7
2 -235-
ATTACHMENT
Winterfest 2021 Budget
ESTIMATED ACTUAL
Revenues: 8500-7218-06-4795
Santa's Village $
Photos with Santa
Beer Garden Sales
Vendor Booths
Total Revenues $
Expenditures: 8500-7218-00-5220
Entertainment $
Infrastructure
Advertising
Staff
Total Expenditures $
Net Financial Impact $
5,000 $
800
2,000 _
7,800 $
DIFFERENCE
7,721 $
2,234
1,603
3,371
14,929 $
6,000 $
6,408 $
22,000
24,695
2,000
300
1,400
1,400 _
319400 $
325803 $
(23,600) $
(17,875) $
2,721
2,234
803
1,371
7,129
(408)
(2,695)
1,700
(1,403)
5,726
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